The document outlines a marketing plan to launch a new instant coffee brand in Vietnam by positioning it as a way to start the day with a good mood prompted by the coffee's strong aroma. It proposes using social experiments and mobile apps to raise awareness of the impact of morning mood on performance, then allowing consumers to experience the aroma through sampling booths and a "Have a Nice Day" microsite to drive trial. The goal is to spread the message that starting the day with a good mood prompted by the coffee's aroma is the best way to have a nice day.
- 70% of young Vietnamese agree with foreign criticism of Vietnam and 23% feel uncomfortable saying they are Vietnamese.
- Vinacafe wants to launch a campaign to increase national pride in Vietnamese values like kindness among young people.
- The campaign will focus on celebrating everyday acts of kindness in Vietnam through photo contests, a documentary series, and a Facebook page where people can share stories of kindness. The goal is to give young Vietnamese a more familiar reason to feel proud of their country and culture.
[Elite Development Program] Assignment 14.1 - Hoang ThachLê Thạch
Corporate public relations involves creating and maintaining a favorable public image for an organization. It is an important factor for companies and involves effective internal communication to protect and promote the corporate reputation. Elements of corporate PR include corporate social responsibility campaigns, product campaigns, and vision campaigns. Examples provided include Ajinomoto Vietnam's "Make the Earth Smile" environmental campaign and Lifebuoy's "For a Healthier Vietnam" public health campaign. Jetstar also has a campaign promoting its lowest airfare prices.
This document proposes a new lemon green tea product targeted at teenagers aged 15-17. It suggests positioning the brand as a fun, enjoyable drink that teenagers can enjoy while not having life responsibilities yet. The key insight is that teenagers are looking for enjoyable, funny things. The product would be lemon green tea with colorful fruit jelly inside, packaged in a bright, fun design. The communication strategy would be to motivate the teenage spirit with the fun way of drinking the tea and eating jelly at the same time. A three phase deployment plan is outlined involving a viral video clip, music festivals at schools, and a TV show featuring funny teen videos.
The document outlines the typical TVC production process in 4 steps: 1) an initial briefing between the client and agency to discuss strategy and ideas, 2) developing innovative ideas through a creative team, 3) a production process involving pre-production meetings, shooting, post-production editing, and approvals, and 4) publishing the final TVC through media networks like TV stations, outdoor advertising, and social media.
Young marketers elite 2 Smartphone Market Analysis - Mai Bang Hong Ngoc Vo ThiMai Bằng
The document discusses key trends in the Vietnam smartphone market including larger screens, the rise of 4G, cheaper handsets, and emerging markets. It analyzes market share which is dominated by Samsung and Microsoft. There are three main types of consumers - young fashionable users, mass consumers, and power users. Smartphones are most commonly used at home or work for activities like video, music, social media, email, and apps. Channels to market are mainly through mobile network operators who distribute to dealers and shops.
El documento describe los diferentes métodos para crear y componer páginas web, incluyendo el desarrollo de prototipos gráficos, el recorte de imágenes, el uso de tablas y capas, y los marcos. Explica que los programas actuales permiten diseñar y generar elementos gráficos y código HTML de forma integrada.
- 70% of young Vietnamese agree with foreign criticism of Vietnam and 23% feel uncomfortable saying they are Vietnamese.
- Vinacafe wants to launch a campaign to increase national pride in Vietnamese values like kindness among young people.
- The campaign will focus on celebrating everyday acts of kindness in Vietnam through photo contests, a documentary series, and a Facebook page where people can share stories of kindness. The goal is to give young Vietnamese a more familiar reason to feel proud of their country and culture.
[Elite Development Program] Assignment 14.1 - Hoang ThachLê Thạch
Corporate public relations involves creating and maintaining a favorable public image for an organization. It is an important factor for companies and involves effective internal communication to protect and promote the corporate reputation. Elements of corporate PR include corporate social responsibility campaigns, product campaigns, and vision campaigns. Examples provided include Ajinomoto Vietnam's "Make the Earth Smile" environmental campaign and Lifebuoy's "For a Healthier Vietnam" public health campaign. Jetstar also has a campaign promoting its lowest airfare prices.
This document proposes a new lemon green tea product targeted at teenagers aged 15-17. It suggests positioning the brand as a fun, enjoyable drink that teenagers can enjoy while not having life responsibilities yet. The key insight is that teenagers are looking for enjoyable, funny things. The product would be lemon green tea with colorful fruit jelly inside, packaged in a bright, fun design. The communication strategy would be to motivate the teenage spirit with the fun way of drinking the tea and eating jelly at the same time. A three phase deployment plan is outlined involving a viral video clip, music festivals at schools, and a TV show featuring funny teen videos.
The document outlines the typical TVC production process in 4 steps: 1) an initial briefing between the client and agency to discuss strategy and ideas, 2) developing innovative ideas through a creative team, 3) a production process involving pre-production meetings, shooting, post-production editing, and approvals, and 4) publishing the final TVC through media networks like TV stations, outdoor advertising, and social media.
Young marketers elite 2 Smartphone Market Analysis - Mai Bang Hong Ngoc Vo ThiMai Bằng
The document discusses key trends in the Vietnam smartphone market including larger screens, the rise of 4G, cheaper handsets, and emerging markets. It analyzes market share which is dominated by Samsung and Microsoft. There are three main types of consumers - young fashionable users, mass consumers, and power users. Smartphones are most commonly used at home or work for activities like video, music, social media, email, and apps. Channels to market are mainly through mobile network operators who distribute to dealers and shops.
El documento describe los diferentes métodos para crear y componer páginas web, incluyendo el desarrollo de prototipos gráficos, el recorte de imágenes, el uso de tablas y capas, y los marcos. Explica que los programas actuales permiten diseñar y generar elementos gráficos y código HTML de forma integrada.
NVCS has launched a new coffee hut located outside the South Stand at Carrow Road stadium in Norwich to offer fans of Norwich City FC locally roasted coffee and treats before matches. The coffee hut was built with craftsmanship from The English Shepherds Hut Company and features NVCS's barista machines. It aims to provide freshly roasted coffee, milk, and baked goods to fans entering the stadium on matchdays starting this weekend outside the South Stand.
[ Young marketers marathon] Campaign Practice Session Mai Văn BằngMai Bằng
This document does not contain any substantive information to summarize. It consists only of blank lines and formatting characters. The document does not provide any high-level or essential information that could be condensed into a 3 sentence summary.
The document summarizes Maruti Suzuki's launch of the Kizashi sedan in the Indian market. It identifies the target market as high-income individuals earning over 2 lakhs per month. Maruti segmented the market into lower, middle, and high-income groups. The Kizashi was priced between 16.5-17.5 lakhs and targeted at features like luxury, power, and image that the high-income group desires. Marketing strategies included concept reveals, variants, and estimating the size of the target market.
This document provides information about two major instant coffee brands in India - Nescafe and Bru.
It summarizes the key details of their plant setups, introductions, taglines, logos, target markets, strengths, weaknesses, opportunities and threats. Segmentation factors like age, income, location are also discussed for both brands. Trends in the Indian coffee market and consumption patterns across different age groups are highlighted.
Gullybaba publishes projects and assignments for various university courses, including IGNOU, to help students learn. They provide both unsolved and solved assignments for many IGNOU programs, such as MBA, BCA, MA, and others. Students use Gullybaba's materials to do well on exams and gain a deeper understanding of course topics. Gullybaba aims to deliver all materials within 24 hours of a request and provides email updates to purchasers.
This document provides a marketing strategy for Bru coffee in Ahmedabad, India. It begins with an overview of Bru coffee's current market standing as the leader in the Indian coffee segment with 49.6% value share. The brand is positioned on happiness and has the tagline "Happiness begins with Bru".
The document then outlines the marketing strategy framework it will use, including examining the current state of the product, desired state, and developing marketing strategies to achieve the desired consumer affective, behavioral, cognitive, and environmental outcomes. It analyzes various frameworks related to consumer behavior and cognition that can inform the strategy.
Finally, the document applies models of consumer behavior to identify specific marketing strategies. These include leveraging
Maruti Suzuki India Limited is the largest car maker in India, with its headquarters in New Delhi. It was established in 1981 as Maruti Udyog Limited and was renamed in 2007 when it became a joint venture with Suzuki. Maruti Suzuki segments its market geographically by country and urban/rural areas, demographically by age, income, and family size, and psychographically by lifestyle. It also segments behaviorally by customer benefits sought and product usage frequency. Maruti Suzuki holds around 42% of the Indian car market, followed by Hyundai at 15% and Mahindra & Mahindra at 10%.
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
The document provides an executive summary for a proposed coffee shop called Coffee Spot Café to be opened in Connersville, Indiana. The café will offer a variety of coffee drinks, teas, baked goods and breakfast sandwiches. The goals are to become well-known locally and potentially expand to other locations or add catering. The SWOT analysis identifies strengths, weaknesses, opportunities and threats. Financial needs are estimated and the business will be run as a sole proprietorship. Market research identifies the target market and competition. A marketing strategy and break-even analysis are also included.
The document summarizes a business plan for a coffee shop called Music Cafe. It provides details about the cafe's products and services which include various coffee drinks and a focus on mixing music with coffee. It notes that the cafe needs to improve its social media presence and content marketing. A SWOT analysis finds strengths in combining coffee and music but weaknesses in social media. Opportunities exist in Egypt's cafe market. Threats include many competitors. The plan aims to define the cafe's unique selling proposition and increase sales 20% through digital marketing including social media ads, posts and videos on platforms like Facebook, Instagram and TikTok.
Nhom 2 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
This document discusses the need for brands to focus on customer experience design rather than traditional advertising. It notes that most people dislike ads and find them intrusive. The document advocates using human-centered design to understand people's needs and create experiences that address their core problems. It provides examples of understanding customer jobs-to-be-done and pain points to develop solutions. The conclusion is that delivering a satisfying customer experience is good for customer retention and business performance.
#iRemember Social Media Case Study by ComFu - ArabNet Beirut 2014ArabNet ME
#iRemember… not only an amazing experience, but also an experiment joining Com Fu, Barista Espresso and the Online Community!
With Social Media falling gradually into the trap of Traditional Media, a disruption of the routine was needed.
For this purpose, a Social Experiment was devised by moving content creation from the Brand to the People and creating the first CSR campaign for Barista Espresso.
This gave birth to a 360 degree activation on Alzheimer’s Awareness Month, where people contributed through the different Social Media Platforms in support of the Alzheimer’s Association of Lebanon.
The document proposes a brand activation and loyalty reward scheme for Nescafe to increase brand salience, engagement, and loyalty. Key objectives are to increase Nescafe's brand awareness and sales. The proposal includes launching the scheme at malls across Ghana over one month with flash mobs, product sampling, lucky dips and prizes. A social media campaign on Facebook, Instagram and blogs will educate users on Nescafe facts and promote the scheme with hashtags. The launch will be at Accra Mall with media present.
Business model canvas of a Coffee shop Fozle Rabbi
Coffeeholic House aims to be a new coffee shop chain targeting young coffee lovers in Dhaka. Their business model canvas outlines key partnerships with local coffee suppliers and media supporters. Key activities will include quality control, employee training, and marketing. The value propositions are convenient locations, quality coffee at affordable prices, and a relaxing environment. Target customer segments are casual drinkers, students, freelancers and corporates. Revenue will be generated through coffee, snack and bakery sales, with the average daily revenue projected at 42,550 taka and monthly profit at 1015,025 taka.
Empathy Entertainment is distributing the My Community Cookbook app. In year one, they will distribute through the Apple App Store and focus marketing efforts on social media. Their target market is females aged 30-35 in Texas. In year two, they plan to expand distribution to Amazon and attend conferences to find a larger distributor like Amazon. They project $14,351 in sales in year one from subscriptions, purchases, merchandise, and events.
NVCS has launched a new coffee hut located outside the South Stand at Carrow Road stadium in Norwich to offer fans of Norwich City FC locally roasted coffee and treats before matches. The coffee hut was built with craftsmanship from The English Shepherds Hut Company and features NVCS's barista machines. It aims to provide freshly roasted coffee, milk, and baked goods to fans entering the stadium on matchdays starting this weekend outside the South Stand.
[ Young marketers marathon] Campaign Practice Session Mai Văn BằngMai Bằng
This document does not contain any substantive information to summarize. It consists only of blank lines and formatting characters. The document does not provide any high-level or essential information that could be condensed into a 3 sentence summary.
The document summarizes Maruti Suzuki's launch of the Kizashi sedan in the Indian market. It identifies the target market as high-income individuals earning over 2 lakhs per month. Maruti segmented the market into lower, middle, and high-income groups. The Kizashi was priced between 16.5-17.5 lakhs and targeted at features like luxury, power, and image that the high-income group desires. Marketing strategies included concept reveals, variants, and estimating the size of the target market.
This document provides information about two major instant coffee brands in India - Nescafe and Bru.
It summarizes the key details of their plant setups, introductions, taglines, logos, target markets, strengths, weaknesses, opportunities and threats. Segmentation factors like age, income, location are also discussed for both brands. Trends in the Indian coffee market and consumption patterns across different age groups are highlighted.
Gullybaba publishes projects and assignments for various university courses, including IGNOU, to help students learn. They provide both unsolved and solved assignments for many IGNOU programs, such as MBA, BCA, MA, and others. Students use Gullybaba's materials to do well on exams and gain a deeper understanding of course topics. Gullybaba aims to deliver all materials within 24 hours of a request and provides email updates to purchasers.
This document provides a marketing strategy for Bru coffee in Ahmedabad, India. It begins with an overview of Bru coffee's current market standing as the leader in the Indian coffee segment with 49.6% value share. The brand is positioned on happiness and has the tagline "Happiness begins with Bru".
The document then outlines the marketing strategy framework it will use, including examining the current state of the product, desired state, and developing marketing strategies to achieve the desired consumer affective, behavioral, cognitive, and environmental outcomes. It analyzes various frameworks related to consumer behavior and cognition that can inform the strategy.
Finally, the document applies models of consumer behavior to identify specific marketing strategies. These include leveraging
Maruti Suzuki India Limited is the largest car maker in India, with its headquarters in New Delhi. It was established in 1981 as Maruti Udyog Limited and was renamed in 2007 when it became a joint venture with Suzuki. Maruti Suzuki segments its market geographically by country and urban/rural areas, demographically by age, income, and family size, and psychographically by lifestyle. It also segments behaviorally by customer benefits sought and product usage frequency. Maruti Suzuki holds around 42% of the Indian car market, followed by Hyundai at 15% and Mahindra & Mahindra at 10%.
Orange Kool Juice is launching a new juice brand in Pakistan called Orange Kool. The presentation provides information on the company's mission, vision, objectives, product portfolio, and product details for Orange Kool Juice. Market research indicates there is both latent and regular demand for Orange Kool due to its positioning as a 100% pure orange juice without artificial ingredients. The company plans to target major cities in Pakistan and the upper/middle class by positioning Orange Kool as a healthier orange juice option that is competitively priced.
This is Prateek Mishra from Ramaiah institute of management studies, Bangalore and the following presentation gives an overview of launch of a hypothetical product into the market.
The document provides an executive summary for a proposed coffee shop called Coffee Spot Café to be opened in Connersville, Indiana. The café will offer a variety of coffee drinks, teas, baked goods and breakfast sandwiches. The goals are to become well-known locally and potentially expand to other locations or add catering. The SWOT analysis identifies strengths, weaknesses, opportunities and threats. Financial needs are estimated and the business will be run as a sole proprietorship. Market research identifies the target market and competition. A marketing strategy and break-even analysis are also included.
The document summarizes a business plan for a coffee shop called Music Cafe. It provides details about the cafe's products and services which include various coffee drinks and a focus on mixing music with coffee. It notes that the cafe needs to improve its social media presence and content marketing. A SWOT analysis finds strengths in combining coffee and music but weaknesses in social media. Opportunities exist in Egypt's cafe market. Threats include many competitors. The plan aims to define the cafe's unique selling proposition and increase sales 20% through digital marketing including social media ads, posts and videos on platforms like Facebook, Instagram and TikTok.
Nhom 2 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
This document discusses the need for brands to focus on customer experience design rather than traditional advertising. It notes that most people dislike ads and find them intrusive. The document advocates using human-centered design to understand people's needs and create experiences that address their core problems. It provides examples of understanding customer jobs-to-be-done and pain points to develop solutions. The conclusion is that delivering a satisfying customer experience is good for customer retention and business performance.
#iRemember Social Media Case Study by ComFu - ArabNet Beirut 2014ArabNet ME
#iRemember… not only an amazing experience, but also an experiment joining Com Fu, Barista Espresso and the Online Community!
With Social Media falling gradually into the trap of Traditional Media, a disruption of the routine was needed.
For this purpose, a Social Experiment was devised by moving content creation from the Brand to the People and creating the first CSR campaign for Barista Espresso.
This gave birth to a 360 degree activation on Alzheimer’s Awareness Month, where people contributed through the different Social Media Platforms in support of the Alzheimer’s Association of Lebanon.
The document proposes a brand activation and loyalty reward scheme for Nescafe to increase brand salience, engagement, and loyalty. Key objectives are to increase Nescafe's brand awareness and sales. The proposal includes launching the scheme at malls across Ghana over one month with flash mobs, product sampling, lucky dips and prizes. A social media campaign on Facebook, Instagram and blogs will educate users on Nescafe facts and promote the scheme with hashtags. The launch will be at Accra Mall with media present.
Business model canvas of a Coffee shop Fozle Rabbi
Coffeeholic House aims to be a new coffee shop chain targeting young coffee lovers in Dhaka. Their business model canvas outlines key partnerships with local coffee suppliers and media supporters. Key activities will include quality control, employee training, and marketing. The value propositions are convenient locations, quality coffee at affordable prices, and a relaxing environment. Target customer segments are casual drinkers, students, freelancers and corporates. Revenue will be generated through coffee, snack and bakery sales, with the average daily revenue projected at 42,550 taka and monthly profit at 1015,025 taka.
Empathy Entertainment is distributing the My Community Cookbook app. In year one, they will distribute through the Apple App Store and focus marketing efforts on social media. Their target market is females aged 30-35 in Texas. In year two, they plan to expand distribution to Amazon and attend conferences to find a larger distributor like Amazon. They project $14,351 in sales in year one from subscriptions, purchases, merchandise, and events.
This document summarizes a presentation about Nestle's Nespresso business and its potential market readiness in Bangladesh. It provides an overview of Nestle and Nespresso, describes the current coffee market situation in Bangladesh, analyzes target demographics and consumption trends, identifies local coffee shops, and evaluates introducing Nespresso through a SWOT analysis. While the premium coffee segment is growing, the presentation concludes that widespread adoption of Nespresso is not yet feasible due to its high costs and Bangladesh's developing coffee culture.
The main objective of Facebook Social Media Workshop is to show participants the best way to use Facebook for marketing and promotion, and to teach them (non-formally) about making a good Facebook strategy for their own projects.
The participants will get in touch with:
- Facebook pages management
- Facebook pages analytics
- Facebook advertisement system
- Several tools that can help in realization of marketing ideas
Nescafe India Advertisement #ItAllStarts 2015Tushar G
Link -https://www.youtube.com/watch?v=GP_zdW6sl-k
This commercial was rolled out in 2015 in campaign #ItAllStarts We all have a dream, an ambition, which we work towards achieving. But life does not always go as planned. What kept me going was my cup of NESCAFÉ .
So my life ka funda – Bas Ek Coffee lagao, Aur lag jao.
#ItAllStarts #NESCAFÉ
Young Marketers Elite Program - 1st Grand Presentation - Nhom 1 YoungMarketers2
The document provides research findings from focus groups and surveys conducted with young Vietnamese coffee drinkers aged 18-30. Key insights include:
- Youth prioritize their social lives and status but also feel pressure to focus on careers, though they lack confidence in career preparation.
- Coffee provides a moment for youth to slow down, think, and focus amid busy lifestyles and late nights working or studying.
- While coffee tastes bitter, youth see potential for sweetened coffee flavors to make the drinking experience more enjoyable.
- Popular coffee brands are chosen based on taste, advertising that sparks curiosity, and recommendations from friends.
Hina Zahra proposes opening a cafe called Coffee Spot Cafe. The cafe will offer a variety of coffee drinks, teas, baked goods, and sandwiches. It will target customers ages 15 and older, especially working professionals and students. The startup costs are estimated at Rs. 400,000 and the cafe expects to earn a monthly profit of Rs. 416,344 after covering operating costs of Rs. 81,543 and taxes of Rs. 34,613 based on projected monthly revenue of Rs. 532,500.
The document outlines an integrated marketing communications plan for Mangiamo restaurant. The plan includes objectives to increase return visits, awareness of family atmosphere, and social media followers. Tactics proposed include social media management, print materials, a sampling event, and radio ads. The situation analysis finds Mangiamo is perceived as upscale but wants to attract everyday diners. Target audiences are families, young professionals, and empty nesters. The creative strategy positions Mangiamo as a family friendly restaurant for creating memorable moments. A social media audit reveals opportunities for more engaging content. The budget and evaluation sections are also included.
The proposed campaign aims to position Nescafe Classic as a coffee that helps keep people awake during late nights of studying, working, or spending time with friends. It will target people staying up late through an initial teaser campaign on digital platforms. This will be followed by a "Coffee Mug" campaign with short ads on YouTube and Facebook between 12-3am. A Twitter campaign will also run. The campaign aims to tap into a new market segment and reinforce Nescafe as a midnight companion. It is intended to help Nestle expand its market share and strengthen Nescafe's market leader position against competitors like Bru.
This document outlines a digital marketing strategy for Kitskitchen, which makes soups in BC. The goals are to reach 10,000 Instagram followers by November 2016 and increase monthly "Where to Buy" page visits to 5,000. A social media audit found inconsistencies that could be improved. The strategy involves optimizing Instagram content, creating a content calendar, improving Facebook posts, using Pinterest and email marketing. Website improvements are also recommended like adding social media icons and changing the "Where to Buy" page to a map.
This document outlines a social media marketing strategy for PepsiCo brands Pepsi, Pepsi Refresh Project, amp energy drink. It includes establishing a mission and vision focused on responsible corporate citizenship. The strategy proposes a campus competition between Big Ten schools for the Pepsi Refresh Project to drive engagement on social media. It also recommends using YouTube videos and campus representatives to promote amp as the go-to energy drink. Key elements are weekly check-ins, media opportunities with athletes/celebrities, and a 30% budget for Facebook/Twitter engagement.
Similar to [Elite] Lưu Hương Phê Team - Assignment 2 - Coffee Launching Plan (20)
The document outlines a launch plan for a new RTD herbal tea brand called Zentea. It discusses analyzing the current market which is dominated by lemon-green tea but sees potential for herbal teas. The brand idea is to provide a simple method for busy career women aged 22-30 to stay healthy and beautiful without much time. The communication strategy is to motivate them to "Give your beauty a break" with herbal teas that address daily health issues. The deployment plan includes viral beauty tip videos, spa sampling tours, and advertising on mobile, social media, magazines and TV.
The document provides an agenda for a Generation Gap Team meeting regarding a campaign for Gấu Uniform. It includes background information that Gấu Uniform wants to raise awareness about copyright issues among youth. Research found that young people copy uniform designs as it is easy and cheap, but they highly value uniqueness. The proposed big idea is to first raise awareness of the shame of being caught copying through confessions or videos, then hold a design contest to motivate self-expression.
The document outlines a digital marketing campaign for the CloseUp toothpaste brand in Vietnam to target young people aged 15-25. The proposed strategy is to create a viral romantic story online about a young person searching for love with the help of the community. As the story spreads virally, the brand will gradually engage more through websites and offline activities to own the concept of "confidence in love" and increase sales of CloseUp toothpaste. The campaign was considered very successful, receiving over 3.9 million views and a 45% increase in sales.
This document discusses social media and provides a case study of a social media campaign in Vietnam. It begins with definitions of social media and an overview of Vietnam's social media landscape. It then details a campaign by Poca Twisties to launch a new cheese snack product through a contest on Facebook and YouTube to find the "Air Slashing King." The campaign aimed to engage teenagers by finding an interesting influencer-led activity. It triggered conversations, engaged the target audience as participants, and amplified the results. The campaign was successful in growing the fan page and YouTube channel while generating user engagement. Key learnings included finding relevant influencers and topics that interest teenagers.
The BIDV bank launched a campaign partnering with Manchester United football club to promote its retail banking services to young people aged 22-25 in Vietnam. The campaign objectives were to recruit new credit and debit card users, encourage higher transaction volumes, and increase brand awareness of BIDV's retail banking services among young people. Key tactics included sponsoring football events featuring Manchester United players to trigger fans' admiration and promote BIDV's co-branded banking services offering benefits for football fans. The campaign saw success in attracting new customers and transaction volumes but lacked digital engagement and its impact was limited by Vietnam's small market size.
The document outlines a digital marketing campaign for the Clear brand aimed at Vietnamese youth aged 18-25. The campaign's objectives are to strengthen the brand's "cool" personality, stimulate patriotism and a spirit of exploration. The core insight is that young Vietnamese want to be cool but think traveling abroad is cooler than within Vietnam. The campaign concept "My Kool Vietnam" encourages youth to confidently explore and share cool places within Vietnam. The deployment plan has three phases: awakening interest through influencers and videos; experiential events; and amplifying shared experiences on digital platforms. Outcomes included high video views, engagement on check-in pages and a growing network effect. The key learnings centered around developing audience insights
Rating is the percentage of the target audience exposed to a TV program at a given time. Reach is the percentage of the target audience exposed to an advertising schedule at least once. Frequency is the average number of times each person is exposed to an advertising campaign. GRP (Gross Rating Points) quantifies the size of the audience exposed to media materials more than once. CPRP (Cost Per Rating Point) is the cost to reach 1% of the target audience using a specific media channel. To evaluate a campaign, we assess if it met marketing, communication, and media objectives, and consider budget efficiency, reach and frequency, synergy across channels, and competitive positioning. Effectiveness also depends on if the target audience understood
Elite Development Program_Self-Introduction_LeHoangThachLê Thạch
Le Hoang Thach is a recent graduate of Foreign Trade University in Vietnam with a Bachelor's degree in Business Administration. He has work experience in marketing and has achieved success in student leadership roles, competitions, and international programs. Thach is requesting an exceptional placement in the Elite Development Program 2013, acknowledging he has missed several weeks but hoping the program will consider going beyond the rules to allow his participation.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
From Subreddits To Search: Maximizing Your Brand's Impact On RedditSearch Engine Journal
The search landscape is undergoing a seismic shift, and Reddit is at the epicenter. Google's Helpful Content Update and its $60 million deal with Reddit, coupled with OpenAI's partnership, have catapulted Reddit's real-time content to unprecedented heights.
Check out this insightful webinar exploring the newfound importance of Reddit in the digital marketing landscape. Learn how these changes make Reddit an essential platform for getting your brand and content in front of evolving search audiences.
You’ll hear:
- The evolution of Reddit as a major influencer on SERPS over the years.
- The impact of recent changes and partnerships on Reddit’s place in search.
- A comprehensive look at Reddit, how it works, and how to approach it.
- Unique engagement opportunities presented by Reddit.
With Brent Csutoras, a Reddit expert with over 18 years of experience on the platform, we’ll delve into the intricacies of Reddit's communities, known as Subreddits, and how to leverage their power without compromising authenticity or violating community guidelines in the age of AI-driven search experiences.
Don't miss this opportunity to stay ahead of the curve and leverage Reddit for your brand's success.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
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2. Background
Vietnam is the 2nd country to export coffee in the world. Local consumption accounts for 10% production
capacity. The local market growth is average 16% per year. Market is segmented to 2 key sub categories :
instant and roasted coffee . Instant coffee has seen dramatically over 22% growth per year vs roasted
coffee 12% to surpass it by 2020 due to convenience trend and fast urbanization.
Local coffee market value estimated in 2013: 11,000 billions VND, in which instant takes for 6,000 billions,
roasted for 5,000 billions.
A big local giant company with strong financial capability to invest, owning strong network of distribution of
general trade & modern trade, with a good source of high-quality coffee in Central Highlands of Vietnam,
plus with strong technology, and can recruit strong local experienced people of coffee making.
Business Objective
We need to develop a master brand concept/idea for their new coffee brand to become the top 3 instant
coffee brands in Vietnam within 3 years from the second quarter of 2014.
General Target
Heavy instant coffee users, aged from 20 to 35, in urban cities, office-working,
for their at office & home consumption
3. Analyzing
69.2% people drink coffee in the morning
72% people drink coffee because of its pleasant smell
Home consumption is a trend now
WakeUp is the only strong brand focus on “morning coffee”.
Target customer: Mass,
Brand promise: “strong aroma with satisfied taste to keep you moving”
Challenges
Raise awareness about the brand
Motivate trial and pruchase
Differentiate from WakeUp
4. Scientific Proofs:
Wall Street Journal Report: “Those who came to work with miserable mood tended to feel
worse after interacting with customers, which in turn decreased more than 10%
productivity and they had to take more small breaks.”
Scientific American: “Pleasant smells can have positive effect on your performance by
raising your mood”
Customer ideas about coffee aroma:
Khi ngửi thấy mùi cà phê,
mình thấy hưng phấn. Mùi
cà phê là một trong những
mùi yêu thích của mình, lôi
cuốn, đem lại cảm giác thư
thái, tĩnh tâm và tỉnh táo.
Mình thích mùi cà phê nóng
được pha ra chứ không phải
mùi nhân tạo trong sản phẩm
khác (vd: mỹ phẩm, bánh mì)
Khi ngửi thấy mùi cà phê,
mình có cảm giác tỉnh táo và
sảng khoái. Mặc dù mình ít
khi uống cà phê vì mình cho
rằng uống nhiều cà phê
không tốt cho da, nhưng phải
công nhận rằng cảm thấy rất
thích thú khi ngửi thấy mùi
hương đó :)
Bỗng dưng tỉnh táo và phấn
chấn và có cảm giác
everything will be okay
anyway - thế giới vẫn đang
trôi và mình vẫn đang sống.
Just keep up the good pace
and live on.
Result from a minor survey by Google Docs on 3/2014
5. Insight Finding Journey
WHAT THEY DO?
They avoid borrowing money on Monday or on the first day of
the month, they feel annoyed when being scolded in the
morning.
WHY THEY DO?
There is belief that how you begin your day will effect the entire
time.
INSIGHT:
"I always want to start my day with perfect mood as I believe a
good beginning will make a good ending. However, there are so
many things that could let me down in the beginning of the day. I
want something to keep me full of inspiration and a ready
mindset, regardless of whatever happened.”
6. Brand Positioning Statement
For differentiating from WakeUp (by the emotional benefit)
Coffee with
strong aroma as
a nice start of a
day.
- 22-27 YO (Bull-
eyes: 23-25)
, ABC
- Lives in urban
zones,
- Still don’t have to
take so much
responsibility, so
they are apathetic
Fulfill your place
with strong
coffee aroma,
create a platform
to raise your
mood.
Provide what
NEED
To
WHOM
Differentiate
by
Innovative
technology to
maximize the
coffee aroma,
amplify by the
innovative
packaging.
Reason
to believe
7. Prompt
pleasant
mood to start
a day
- Pleasant
- Buoyant
- Inspired
- Technology to maximize
the coffee aroma
- Innovation of packaging to
amplify spread coffee aroma
to the place.
Functional: Delivery strong
coffee aroma
Emotional: A pleasant platform
to inspire good mood
Fulfill your place with strong
coffee aroma, create a platform
to raise your mood.
"I always want to start my day with perfect mood as I believe a good
beginning will make a good ending. However, there are so many things that
could let me down in the beginning of the day. I want something to keep me
full of inspiration and a ready mindset, regardless of whatever happened.
Fierce from strong brands:
-Nescafe(Nescafe and CafeViet),
-Trung Nguyên (G7),
-Vinacafe(Vinacafe and
Wakeup)
- Male and Female, ABC
- 20-27 YO (bull eye: 23-25)
- Lives in urban zones, work in office
or study in university
- Still don’t have to take so much
responsibility, so they are apathetic
Consumers perceive
8. • Communication Big Idea: Let start your day with
good mood, prompted by a fragrant cup of coffee!
Inspire the customer with the
message good mood in the
morning is the best way to start a
nice day. When you wake up,
forget about what happened or
will happen, just grab a cup of
coffee, enjoy the space fulfilled
with aroma and that will definitely
make your day!
9. Activation Platform: Morning activities
Reading news, drinking coffee, facebook, surfing
internet on the phone, listening to the music / radio, doing
exercises…
10. Key audience:
Target consumer
Home consumption, who usually drink coffee
in the morning.
Launching Objective
Raise awareness of the Brand
Drive trial and then motivate purchasing
11. Who – Youngsters aged 22 – 27 YO
What – Interactive social content
When & where – Every time, every where
Why – They need/ want to update information constantly
How – smart device, smart phone
Communication touch point
We choose mobile as our campaign touch point. Supported by SEO and social media.
12. Prove the fact that the Mood will affect
your performance during the day
Experience the coffee aroma platform
to have good mood to start a nice day
Spread the “nice day” spirit
Strategy:
Motivate the “nice day” spirit (start a day with good mood), which is prompt by coffee
aroma of the brand.
13. • The best way to start a nice day!
There are many ways to start a day. However, the best way to start a NICE day is
starting with good mood.
Let your place fulfilled by our aroma and the pleasant mood will be prompted inside
your mind.
14. CONCEPT Best way to start a nice day!
Phase Awareness Engagement Amplification
Key message
Your morning mood will affect
your performance all day.
Experience the coffee aroma
platform to have good mood to
start a nice day.
Spread the “Nice day” spirit.
Key hook
“Bad mood vs. Good mood”
social experiment through the
“morning media”
“Good mood” sampling booths,
full of aroma, imitate activities
our TA usually be in the morning
(radio, music, newspaper…)
“Best way to start a nice day”
photo contest
Channels
Mobile ads, TV show, SEO,
Facebook sponsored link, Radio,
Editorial, PR
Sampling, Mobile ads, Mobile
apps, Facebook apps, Microsite,
SEO
Event, Mobile ads, Facebook
apps, Advertorial, SEO
Consumer need Brand Role
A good mood in the morning as the
nice start of a day.
A platform fulfilled by coffee aroma to
prompt pleasant mood.
15. Impact of
Bad Mood
• Using communication channels to invade the media that TA use
in the morning (TV, Facebook, Radio) with things that can cause
bad mood: bad news, sad music, heartbreaking stories… for 1
week.
Impact of
Good Mood
• Using communication channels to invade the media that TA use
in the morning (TV, Facebook, Radio) again, but with things that
can cause good mood: good news, upbeat music, romantic
stories… in the morning for another week.
Conclusion
• Keep track the result of the performance of a number of TA and
then compare the “bad mood” week with “good mood” week.
• Using PR tools to amplify the experiment result and express the
fact: “the Mood will affect your performance during the day”
Phase 1: Awareness: Social Experiment
Channel for key invading:
- News modified display for
mobile version of news site
- SEO for the news in the
morning
- Viral clip about the result of
experiment
16. Phase 2: Engagement: Experience the Aroma
Reason to
download
• There will be Tinhte.vn and appstore.vn will be the first one
to experience and share it to people.
Updated good news frequently
Reason to
reuse
• Every time the phone have wifi signal, the apps will show
the recommended news (optional in setting)
Provide TA an Widget app
for mobile, which will show
only goods news, related to
their individual hobbies
(tracked from their digital
behavior) in the morning.
17. Phase 2: Engagement: Experience the Aroma
Launch the “Have a nice day”
microsite, in which there are
pleasant background music /
sound, good news, motivating
stories, modified and shared on
both PC and Mobile platform as
a place to boost the mood in
the morning.
SEO
Reason to come
• Use the SEO for owning all the key words such as:
“Mood”, “Nice Day”, “Start a day”… to lead TA to the
microsite of the Webs
The experience to get the good mood
Reason to stay
• By all the sound, individual good news depend on
hobby
• By the motivating stories
• Tactics: Automatic caring message after 1 minutes
after stayingReason to
feedback
•Set up Ambassador to share they story or their ways to star a
nice day (as 19days.com) and inspire people to share theirs.
18. • Placing the sampling booths near the
places of TA. Those booth are built as
an isolated place: full of coffee aroma,
pleasant sound / music, a place with
newspaper or radio with headphone to
prompt the good mood in the morning
for consumers when engaging with the
brand.
• If the consumer bring the phone which
have the “Good news” application,
they will receive funny phone
accessories.
Phase 2: Engagement: Experience the Aroma
19. Key Element:
1. Dry sampling
2. Wet sampling
3. Uniform
4. Isolated place
5. In-store merchandising: shelf takerwobblers
(Only for supermarket)
MT Channel
(Mall, supermarket):
- Build Brand image
- Drive trial and
Sales
OFFICE Channel
(Building ):
- Build Brand image
- Drive trial
- HN, HCM
- Dry and wet
Key Partner:
- District 1 Building
- METRO
- Coop Mart
- Big C
- Phu My Hung apartments area
Sampling Plan
Key Time:
- The Morning time from 7 to 9a.m
20. Contest "Best way to start a
nice day"
• Format: Present how to start
the day with the most
exciting mood with a
fragrant cup of coffee, in
photo taken by mobile.
• Rules: sign in to the Brand's
website (with the special
number printed in QR code
at the bottom of boxes of
coffee) and submit photos
by phones.
• Prizes related to morning
activities: Gym Vouchers,
Yoga Courses, iPad…
• The contest end with the
seeding winner to spread
out the message “Good
mood to start a nice day”.
Phase 3: Spread the “nice day” spirit
21. KPIs – Phase 1
Channels Cost (USD) KPI
TV Show 650,000
89% 1+ Reach
60% Effective 3+ reach
SEO (for whole campaign) 15,000
72,000 clicks
> 1 brand’s channel appear in top 3 with Category keywords and General keywords
Display ad (Banner ad network, Facebook ad, Banner
duration)
20,000
CTR 0.5%
20M Impression, 100k Clicks
PR + Social 50,000 Earned media 2x
Viral Clip 25,000 200,000 view
Fan page + Promoted post (for 3 phases total) 20,000
6M Impression, 100k Interaction
100k fan, 5k talking about
22. Channels Cost (USD) KPI
Display ads (mobile ad, facebook ad, banner
ad network, banner duration)
120,000 120M impression, CTR 0.5%, 600k click
Sampling 50,000
Reach 90% people at the booth
Purchase 60% after trying
Quota 500,000 samples
70% who attended believe in R2B
Mobile app 30,000 10k download
PR + Social 50,000
Earned media 1x
(Specifically 2x for the social / PR about app)
Contest 45,000
30% of target audience aware of the event
10k attendances
KPIs – Phase 2 - 3
• 80% among target audience have awareness about our brand
• 60% among target audience have acknowledge our features
• 30% among target audience have believed in R2B and made a trial
• 12% among target audience have made a purchase 4 weeks after trial.