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GROUP 2 - ADVERTISING & INTEGRATED BRAND PROMOTION

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by

Thi Le

on 15 January 2013

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Transcript of GROUP 2 - ADVERTISING & INTEGRATED BRAND PROMOTION

GROUP 2 Advertising
Plan Product name
&
Description Frist - draft print ad & video Target market segment Positioning
Strategy Sales
Promotion Communication
Objectives Sales
Objectives Creative
Brieft 1. Vo Thi Thanh Duyen
2. Dinh Trung Phuong Hien
3. Nguyen Thi Thu Hien
4. Nguyen Thi Bich Khuyen
5. Le Thi Diem Thi
6. Tang Thi Nguyet Thu
7. Bui Quang Vu Company : Radio Corporation of Vietnam (RCV)
Product name: Airnergy Wifi Smart
Features:
This is only USB Airnergy charger that connects to wifi and charges your smartphone, laptop, tablet… Production name and description Advantages: the first product in Vietnam can be used wifi to charge batteries for electronic devices
can be charge many devices at a time
anywhere with wifi
Amplifier wifi network Disadvantage: Time for charging will be longer than normal charges Demographic: Benefit: Income The need have to address (use the electronic devices when it's out of energy) Target market segment Benefit position
User position Position Strategy + Household
+ Business to create brand awareness
to stimulate trial use
to change consumer beliefs and attitudes Communication Objectives Fuctional:
comes with available services
help people solve problems quickly and immediately when the device does not have the energy to use Value proposition Emotional:
improve human life
people feel funny and happy Seft - expressive: express the caste 5000 units for 2 years
Profit: 2,5 billion/year Sales Objectives What is the product? Airnergy Wifi Smart Replaced product
-> Competition What is the competition? Who we are talking to? Households
Business
Government What consumer need or
problem do we address? The electronic devices without energy
when you have to use to resolve
some urgent problems What does the consumer
currently think about us? the first product in Vietnam can be used wifi to charge batteries for electronic devices
-> can't avoid the suspicion
of customers What one thing do we want them to believe?
what can we tell them that will make them believe? In the ad will give important features of the product that competitors can not bring customers to make up the strength of the product. What is the tone and
personality of the ad? Key attributes -> USP
Persuade -> Reason - why
Affective Association -> humor Coupons 10% stimulating trial purchase
stimulating repeat purchase Price - off deals discount 5% price of product
-> stimulate trial purchase Premium the first 100 customers will be received technology product such as: Phone cases, USB, Computer Optical Mouse ... Linking with the existed company FPT customer
In 2 years, FPT customer who register FPT internet and wifi will be discount 15% when they buy arinergy wifi smart Email build long-term relationships with customers
cost efficiency
quickly
reach customers in the most convenient Advantages Disadvantages Spam
copied from the small business and the competitors The fastest way to reach the right target audience
Effectiveness can be measured immediately Disadvantages Inadequate services
High cost Media
recommendations Specialist magazines PC world of Vietnam
Suc manh so Advantages
reach the target audiences
easy customer classification
opportunities for readers to visit an ad is higher, the number of repetitions will be more
long life Disadvantages
The long lead time Advantages
The fastest way to reach the right target audience
Effectiveness can be measured immediately Internet http://sohoa.vnexpress.net/
http://www.cafef1.com/
http://www.thongtincongnghe.com/ Disadvantages
Inadequate services
High cost Email Advantages Advantages Advantages Disadvantages build long-term relationships with customers
cost efficiency
quickly
reach customers in the most convenient Spam
copied from the small business and the competitors Samples and trials Nguyen Kim
Cho Lon
Viettrolimex THANKS FOR
YOUR ATTENTION! RCV
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