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Furniture Brand Project   Group One

Furniture Brand Project Group One




BA Department
HCM International University



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    Furniture Brand Project   Group One Furniture Brand Project Group One Presentation Transcript

    • 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 Economy condition Social trend SWOT Analysis
    •  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: Income Age Characteristic (million VND) Intellectual and like to experience 25-50 5-10 new things. 27-40 5-13 Love beauty
    • 8c2a7b6e 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 Objectives Brand name 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 3 4 5 6 7 8 9 10 11 12 $ x x x x x Ad on magazine 60,000 x x x x Print brochure & Guidebook 20000 xx xx x x x x x x x xx xx xx 250000 Trade Promotion x x x Public Relation 5000 x x Sponsorship 12000 xx Direct mail 1000 X x Event 50000 x x x x x x x x x x x x Internet Ads 50000 x x x x x x x x x x x x Showroom 100000 x x x x x x x x x x x x Word of mouth 0 Total 548000
    • Members of group one Vo Le Duy BA060087 Le Minh Hai BA060089 Nguyen Thuy Anh Thu BA06014