Study project

1. COMMUNICATION PLAN
Proposed by Group 2

2. GROUP 2
1. Nguyễn Phước Vĩnh Anh
2. Tạ Thanh Trúc
3. Giang Triết Trinh
4. Võ Huỳnh Minh Xuân
5. Huỳnh Minh Sơn

3. 1 Context
2 Objective
3 Target audience
4 Insight
5 Strategy
6 Channel
OUTLINE

4. CHANNELSTRATEGYINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT
GRAB operates in 6 countries in South East Asia
4 services in Vietnam: GrabTaxi, GrabCar, GrabExpress and GrabBike
It aims to provide simple and cost effective mobile-based technology
solutions to passengers
GrabBike connects diretly the motobike driver and passenger
BACKGROUND

5. CHANNELSTRATEGYINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT
PROBLEM
GrabBike is not top of mind.
People haven’t understood about the benefits of Grabbike yet.
Xe om

6. CHANNELSTRATEGYINSIGHT
TARGET
AUDIENCE
CONTEXT OBJECTIVES
To create awareness
To educate people about GrabBike as
a transport solution that is
easy to find

7. CHANNELSTRATEGYINSIGHTOBJECTIVES TARGET AUDIENCECONTEXT
 First job office worker
 Age: 22  26 -> Focus 22 – 24
 Income: 6 to 12 million dongs per month
 Urban, HCMC

8. CHANNELSTRATEGYINSIGHTOBJECTIVES TARGET AUDIENCECONTEXT
I own a motorbike. Some days in a week at 5pm,
I need to go to a place in the rush hour traffic. It's
difficult to take my motorbike out of my parking
lot. In a short time I need to go there.
Bus stations are far from my place. I get sick of
waiting for the bus too long and hustling on the
bus. In addition, buses are often get caught in the
congestion.
I need to find a “xe om” close to my place but he
is not usually there.

9. CHANNELSTRATEGY
TARGET
AUDIENCE INSIGHTOBJECTIVESCONTEXT
I want to get a “xe om” in my most convenient time and place
YET very often, it takes too much time & effort to find one

10. CHANNELINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT STRATEGY
Proposition GrabBike – Offering you the world of convenience
A life with GrabBike
is a life with ease

11. STRATEGYINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT CHANNEL
Youtube
Facebook

12. STRATEGYINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT CHANNEL
Monday: A man gets up hurriedly and runs to the parking lot. However, there are a lots
people there. He decides to stop waiting and touches his phone. After two taps, he
goes out and a GrabBike comes to pick him up.
In the afternoon, at his office, he intends to use bus to go to a coffee shop for lunch
and meet his client. Unfortunately, he has to wait for the bus too long and then he looks
for “xe om” but he cannot find one. He touches his phone in two taps and a GrabBike
comes very quickly.
Tuesday: The same morning of day 1 but less hurriedly and he touches his phone with
a smile.
Wednesday: The man stays in bed late a little, prepares to go our unhurriedly, and then
he calls GrabBike with two taps to go to his office.
A block calender goes through Thusday, Friday and on weekend night, he uses
GrabBike to go to a party with his friends.
Make your days easy by #2taps with GrabBike
Youtube

13. STRATEGYINSIGHT
TARGET
AUDIENCE
OBJECTIVESCONTEXT CHANNEL
Facebook Mini Game
Players play the animation picture and stop it when the picture includes 3
icon: smiling face, GrabBike and a clock.
They will capture the picture and share on their timeline with the hagtag
#2tapswithgrabbike to receive a free trip from GrabBike.
Capture this moment
#2tapswithgrabbike
* Refenced images