3. STREGHT
Long lasting and work great on thick surfaces such
as boxes and poster
Availability of seven versions with thirty nine colors
and retro design (Thoughtsoncommunications 2012)
Holding 50 percent of the market share on
permanent markers (Thoughtsoncommunications
2012)
Sharpie brand represents for self-expression and
creativity
WEAKNESSES
Relatively unpopular to Vietnamese market
Still unofficially launch to Vietnamese market
Higher price than local marker brands
In Vietnamese market, Sharpie just has a retailer but
not an official
representation.
OPPORTUNITY
Vietnamese market’s extension is attractive to
foreign investors
80% of stationery in Vietnamese market is foreign
products. This is because foreign brands have
various product with their functions and models
(LantaBrand 2005)
80% vietnamese urban citizens are more prefer high
quality and foreign product (Anh 2013).
THREATS
Strong competitors directly from Thien Long Group
Corporation and Hong Ha Company. According to
Vietnam Logistic and Information- News (2009),
Thien Long occupies a certain position in
Vietnamese market that usually comes up first in
customers’ minds.
Marker is rated as first of top products of Thien Long
Group Corporation (Panjiva 2014)
Tax of importing products to Vietnam
SWOT
Analysis
4. Target
Audience
Demographic Geographic Psychographic Benefits
sought
18-25
Both male and
female
Middle class - high
class
BA or higher
Large cities such as Ha
Noi, Ho Chi Minh City.
Various characteristics
Currently having unclear purposes in life.
Lost their ways in finding their own
voices.
The pressure of living days by days under
same boring routine.
Their dreams have become something
that they are forced to do.
Living under harsh and stressful reality.
Feeling tired doing what they are
supposed to do.
Losing interest in their life.
Yearning for self expression inside.
Almost give up on their situations.
Looking for an escape out of that
depressing situation.
A sincere ‘friend’
to the
consumers.
A reminder to
their childhood,
their dreams and
their true self.
An inspiration for
creativity.
A helping tool for
finding
motivation
5. Creative Strategy
Key Message: Awake The Kid Inside
Big Idea: Reflecting enthusiastic childhood on current depressing
situation
Tone of Voice: In an inspiring and sincere way, which cooperates with
different shades of emotions that can influence people.
6. S.M.A.R.T
Objectives
Communication Objective:
To increase the brand’s awareness among the target audience from 0% to 40% by the
end of 2015
To make “childhood” become the talking trend in 70% online newspapers for young
adults such as Yeah1, Kenh14, Zing,... in the summer of 2015.
Action Objective:
To attract 2000 people participating in the “A day back to childhood” event and
“Childhood Museum” night in two days 31st of May and First of June.
To reach the amount of about 1000 results when searching #sharpieawakechildhood
by the end of 2015
To have 2000 followers on Sharpievn instagram and 100000 likes Sharpie Vietnam
Facebook page by the end of 2015.
