Kidsmile provides birthday party services through a party box. Their marketing strategy aims to create brand awareness and target 5 billion VND in sales in one year. They will focus on upper middle income families in HCMC who want fun and cost-saving birthday parties. Kidsmile will develop brand awareness through various advertising and promotional activities. Their financial projections estimate break-even within two years with a target 30% ROI by 2015.

1. VNU IU - Mar 2012
Le Thi Hai Yen
Le Thi Thuy
Le Cong Tuan
Tran To Trinh
Dang Thi Hoang Oanh
Nguyen Ngoc Son

2. CONTENT
A. Executive Summary
B. Situation Analysis
C. Marketing Strategy
D. Financial Projection
E. Controlling

3. A.EXECUTIVE SUMMARY
Kidsmile „s service:
Birthday Parties for Kids through Party Box
Marketing strategy: create brand awareness
Target sales: 5 billion VND in one year
B. SITUATION ANALYSIS
Market Summary
SWOT Analysis
Competition
Product Offering
Keys to Success

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. SWOT Analysis
STRENGTHS WEAKNESSES
 Exclusive of service  Quite new brand
 Reasonable price  Customer seeking
 Modern & professional management limitation
 Customer-orientation  Payment method
OPPORTUNITIES 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. 3 Product Offerings
Kid Party-Box
For 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-mode
Kid Hair-cut Shop: make up & build style for guests
Kid-World
Competition
 www.dichvutochucsinhnhat.com
 www.sinhnhat.vn
Keys to Success
• Decorate the party as favorite themes
• Message: “Funnier - Saving costs”

7. C. MARKETING STRATEGY
Vision & Mission Target Markets
Marketing Objectives Strategies
Financial Objectives Marketing Program
Vision & Mission
 Vision: The leading holding Kid‟s birthday party in HCMC
 Mission:
 self-holding a birthday party  use services
 Bring satisfaction to customers

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 chain
Financial 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. 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.
Strategy
Develop brand awareness for Kidsmile

10. Marketing Program
Advertising
Print ads: newspapers & magazines
Online: Banners on forums
Promotion
 full services: 10% Discount
 2nd time using: Promotional gift /adding service
 3 months
Worth-of-mouth
Celebs: Jenifer Pham, Hien Thuc, Ly Thanh Thao, Ho Ngoc Ha, etc.

11. Marketing Program (ct)
Social media: Facebook, Twitter, Zing Me
Show room: Kidsworld & Kid Hair-cut Shop @ Phu My
Hung, Dist 7
Co-production: Produce program “How To Hold Your
Own Party” on HTV7 5mn/spot
Sponsorship: Sponsor for Kid‟s events:
The Children day 1/6, Mid-autumn 15/8

12. D. FINANCIAL PROJECTIONS
Breaken-even Point
Financial Forecast

13. D. FINANCIAL PROJECTIONS
Marketing Expense

14. E. CONTROLLINGS
 Revenue
 Expenses
 Repeat business
 Customer satisfaction
 Contingency Planning
Difficulties 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 customers
Worst-Case Risk:
 Try our best but could not meet customers‟ requirement
 Suppliers/partners relationship is broken unexpectedly

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