Furniture Brand Project - Group One

Brand Marketing Plan

Creative Interior Decoration

Outline

7. Q&A

6. Mersure

5. IMC

4. Brand identity

3. Consumer insight and segmentation

2. Brand/product concept

1. Market Overview

Demand trend Social trend trend SWOT Analysis

Economy condition

Social

 Demand trend  Need of expanding living space increases leads to need

of new interior decorations  However, almost brands focus on model, price quality but ignore the real demand of increasing living space  Creative decor becomes the best solution  Social trend  People tend to use modern, stylish product.

 Economy condition

Affordable price is the most consideration  Law and Regulation

WTO creates opportunity to develop decor industry Government encourages purchasing

 Competitors focus model, price; the demand of

expanding living space is not hold in esteem.  Famous brands are too expensive while the models of affordable products are not multiform. The biggest consumption in the market comes from small shop with no brand  Most of Vietnamese brands focuses on exporting product for profit and make light on domestic market and ignore branding. Most of Vietnamese brands are most familiar with domestic customers

 Creative in designing, affordable price  Multifunctional product  Premium service: consulting for designing, design

based on science of the winds and waters and fortune  Each product has sample material with which customers believe in Alinia brand

Geographic

Demographic

Target segment

 Consumer insight:

Customers like to increase their living space , and they care about nice models, quality, and price when buying interior decoration.

Segmentation: Geographic: - Domestic: Citizens ( HCMC,HN, Da Nang….) - Global market: EU, Japan, USA, China

Segmentation:  Demographic: Age

Income (million VND)

Characteristic

25-50

5-10

Intellectual and like to experience new things.

27-40

5-13

Love beauty

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Target segment  Citizens aged from 27 to 45, married. They are officers or whole a small business. Their incomes belong to the middle-end class in big cities. They may own or rent accommodation, but their area are small.  They love beauty and like to experience new things

Vision

Mission

Brand name

Objectives

Logo

Slogan

Core Value

 Vision: The leading brand in the Vietnamese interior

decoration market and become one the famous global brand.  Mission: brings our customers comfortable living space by saving every centimeter square.

 Objectives:  The 1st year  Relationship with trading partners  Recruit intelligent designers.  Production goes in to stable performance.  The 2nd year  Export to foreign markets,  Growth rate is about 40% and revenue exceeds $ 10 million.

Brand name: “Alinia” (all in)

Slogan: “Space your World UP”. Core value: Creativeness makes us different

 Position statement

To people who live in urban and have average income in comparison with the most of population, Alinia is a brand of creativeness. We will help you use your space efficiently because like you, we understand the urgent demand in using space.

Ad on newspaper and magazine Public Relation & Sponsorship Print brochure & Guidebook Direct mail Trade Promotion Event Internet Ads Word of mouth Showroom

 Newspaper:  Tuoi Tre ( read most by

the South residents),  Cong An Nhan Dan (most popular in the North)  Magazine:  Kien Truc & Doi Song,

 Tiep Thi & Gia Dinh

 Creative, artful, professional and effective description.  Show them the creativeness and benefits of Alinia.  This increases positive image of Alinia in customers’

mind in resulting.

 High discount rate higher

to attract wholesalers and retailers.  Vacation, commission when they reach highest sales.

 Invite journalists to come to our press conference  Our green-plan is designed to develop forest area

 “How comfortable you are in 20 square meter room?”  “Event for wholesalers and retailers”  VietBuild and Expo fair to build relationship with

customers, trading partners, communication partners, etc.

 E-Mail Marketing.  We will buy list of email

address of companies related to building and decor industries, and target customers.

 E-News: Vnexpress.net, 24h.com, etc.  SEO: search engine optimization (Google, Yahoo, Live

, etc.).  Famous e-commerce websites such as Alibaba.com, Ebay.com etc.  Exchange website: raovat.net, 5giay.vn…  Social Network: Y!360, facebook.com, myspace.com, blogspot.com

 Alinia website is e-commerce channel  Design: friendly and should be familiar.  Virtual space (3D) as they really do as shop.

 Updated frequently  Game online on website related to our products so that

customers can relax and get Alinia’s information simultaneously.

Games Azada Hidden Expedition Amazon

 Every employee is cell of organization  Understand message of Alinia  Channel transfer to their social network

 HCM: Ly Thuong Kiet Str., Dist. 10  Ha Noi: Me Linh Plaza

Plan

Tools

1

2

Ad on magazine

x

x

Print brochure & Guidebook

x

Trade Promotion

xx

xx

3

x

4

5

7

8

$

x

x

60,000

x

x

x

20000

x

x

x

x

x

x

x

Sponsorship

9 10 11 12

x

x

Public Relation

6

x

xx

xx

xx

x

5000

x

12000

xx

Direct mail

250000

1000

Event

X

x

50000

Internet Ads

x

x

x

x

x

x

x

x

x

x

x

x

50000

Showroom

x

x

x

x

x

x

x

x

x

x

x

x

100000

Word of mouth

x

x

x

x

x

x

x

x

x

x

x

x

0

Total

548000

Members of group one Vo Le Duy BA060087 Le Minh Hai BA060089 Nguyen Thuy Anh Thu BA06014