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VNU IU - Mar 2012Le Thi Hai YenLe Thi ThuyLe Cong TuanTran To TrinhDang Thi Hoang OanhNguyen Ngoc Son
CONTENTA. Executive SummaryB. Situation AnalysisC. Marketing StrategyD. Financial ProjectionE. Controlling
A.EXECUTIVE SUMMARYKidsmile „s service:Birthday Parties for Kids through Party BoxMarketing strategy: create brand awarene...
Market Summary•      Market Demographics   Geographics: customers in HCMC & neighborhoods   Demographics:•   target cust...
SWOT AnalysisSTRENGTHS                               WEAKNESSES Exclusive of service                   Quite new brand ...
3 Product OfferingsKid Party-BoxFor Girls: Princess & The Pea, Snow White, Barbie‟s…For Boys: Automobile, Superman, Robot…...
C. MARKETING STRATEGY        Vision & Mission             Target Markets        Marketing Objectives         Strategies   ...
Marketing Objectives   Target market share: 40% market share by 2015   Target Branding and brand positioning: 70% HCMC &...
Target Markets   Place: HCMC & neighborhoods Target audiences: B & C class(families & young people who have kids at the ...
Marketing ProgramAdvertisingPrint ads: newspapers & magazinesOnline: Banners on forumsPromotion full services: 10% Discou...
Marketing Program (ct)Social media: Facebook, Twitter, Zing MeShow room: Kidsworld & Kid Hair-cut Shop @ Phu My   Hung, Di...
D. FINANCIAL PROJECTIONSBreaken-even Point               Financial Forecast
D. FINANCIAL PROJECTIONSMarketing Expense
E. CONTROLLINGS   Revenue Expenses Repeat business Customer satisfaction Contingency PlanningDifficulties and Risks ...
Reference   Marketing management -14e Global Edition-Philip Kotler   www.kidsmilevn.com   www.hochiminhcity.gov.vn   w...
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Marketing plan kidsmile - birthday party for kids - service

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Marketing plan kidsmile - birthday party for kids - service

  1. 1. VNU IU - Mar 2012Le Thi Hai YenLe Thi ThuyLe Cong TuanTran To TrinhDang Thi Hoang OanhNguyen Ngoc Son
  2. 2. CONTENTA. Executive SummaryB. Situation AnalysisC. Marketing StrategyD. Financial ProjectionE. Controlling
  3. 3. A.EXECUTIVE SUMMARYKidsmile „s service:Birthday Parties for Kids through Party BoxMarketing strategy: create brand awarenessTarget sales: 5 billion VND in one yearB. SITUATION ANALYSIS Market Summary SWOT Analysis Competition Product Offering Keys to Success
  4. 4. Market Summary• Market Demographics Geographics: customers in HCMC & neighborhoods Demographics:• target customers: upper middle stream family Behavior factors:  You are so busy  You want to capture happy moment  You want to create a surprising for kids  You can save cost• Market Trend Other service companies: old-fashioned & quite boring New trend: give what Kids want on their birthday Market Growth Economywatch.com:
  5. 5. SWOT AnalysisSTRENGTHS WEAKNESSES Exclusive of service  Quite new brand Reasonable price  Customer seeking Modern & professional management limitation Customer-orientation  Payment methodOPPORTUNITIES THREATS HCMC market is highly potential  Potential competition Increase in citizen requirements of  Easy to be mimic entertainment  Services price may rise at Supply chain in HCMC is flexible the end of year
  6. 6. 3 Product OfferingsKid Party-BoxFor Girls: Princess & The Pea, Snow White, Barbie‟s…For Boys: Automobile, Superman, Robot…For both: Pokémon, Penguin, Doraemon, Dinosaur… 3 modes:  Kidsmile-mode  Home-mode  Hybrid-modeKid Hair-cut Shop: make up & build style for guestsKid-WorldCompetition www.dichvutochucsinhnhat.com www.sinhnhat.vnKeys to Success• Decorate the party as favorite themes• Message: “Funnier - Saving costs”
  7. 7. C. MARKETING STRATEGY Vision & Mission Target Markets Marketing Objectives Strategies Financial Objectives Marketing ProgramVision & Mission Vision: The leading holding Kid‟s birthday party in HCMC Mission:  self-holding a birthday party  use services  Bring satisfaction to customers
  8. 8. Marketing Objectives Target market share: 40% market share by 2015 Target Branding and brand positioning: 70% HCMC & neighborhoods know about Kidsmile Optimize the supply chainFinancial Objectives Target profit: ROI 30% by 2015 10% of profit in the first 2 years Suppliers : the most competitive price & payment for cost-saving
  9. 9. Target Markets Place: HCMC & neighborhoods Target audiences: B & C class(families & young people who have kids at the ages of 4-12 y.o, usy with business, get quite high incomes, & want to bring happy & funny parties to kids) Age :25-45 y.o.StrategyDevelop brand awareness for Kidsmile
  10. 10. Marketing ProgramAdvertisingPrint ads: newspapers & magazinesOnline: Banners on forumsPromotion full services: 10% Discount 2nd time using: Promotional gift /adding service 3 monthsWorth-of-mouthCelebs: Jenifer Pham, Hien Thuc, Ly Thanh Thao, Ho Ngoc Ha, etc.
  11. 11. Marketing Program (ct)Social media: Facebook, Twitter, Zing MeShow room: Kidsworld & Kid Hair-cut Shop @ Phu My Hung, Dist 7Co-production: Produce program “How To Hold Your Own Party” on HTV7 5mn/spotSponsorship: Sponsor for Kid‟s events:The Children day 1/6, Mid-autumn 15/8
  12. 12. D. FINANCIAL PROJECTIONSBreaken-even Point Financial Forecast
  13. 13. D. FINANCIAL PROJECTIONSMarketing Expense
  14. 14. E. CONTROLLINGS Revenue Expenses Repeat business Customer satisfaction Contingency PlanningDifficulties and Risks Competitors exist in many types Kidsmile is still a newbie in the entertainment industry It takes long time to build Kidsmile‟s image to customersWorst-Case Risk: Try our best but could not meet customers‟ requirement Suppliers/partners relationship is broken unexpectedly
  15. 15. Reference Marketing management -14e Global Edition-Philip Kotler www.kidsmilevn.com www.hochiminhcity.gov.vn www.economywatch.com www.sinhnhat.vn www.dichvutochucsinhnhat.vn

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