My presentation at Strategic Integrated Marketing Communications course - Sage Brand & Communications Academy.

1. FIRST& LEADING RAVEACCESSORIESSHOP
IN VIETNAM
CRETIVITY IDEA

2. BACKGROUND
An electronic music
dance party that lasts all
night
Usually in dark rooms filled
with laser lights, strobes and for
machines.
Whatis a Rave?

3. First & leading shop in Vietnam to provide accessories for ravers
Led Glasses
Led Shoes
Led Bra
FeaturedProduct
LIGHT GLOVES
BACKGROUND
Whatis RAVE ON?

4. WHATWE DO
4I Campaign

5. 1. INFORMATION
1.1. Company
FIRST & LEADINGRAVE ACCESSORIES SHOP IN VIETNAM
+ Being the pioneer in a blue ocean -> Few competitors
+Young, trendy & passionate founders
-Limited resources (finance, human)
-Start from number 0 with no existing promotion
activities

6. COMPETITOR STRENGHTH WEAKNESS
Direct
1. Foreign websites
(emazinglights.com,
amazon.com)
•High brandawareness
•Wide variety of products
•Frequent promotions
•High price (due totax, shipping cost…)
•Long shipping time
•No tryingbefore purchasing
•No support for Vietnamese
2. Event agencies •Able togain monopoly ofaccessories at raves •Accessories as a secondary business -> not focused -> few
promotions
3. Individuals •Already have a customer base •Accessories as a secondary business -> not focused -> few
promotions
•Not frequent flow ofproduct
Indirect
Sport &hiphopclothing
brands (Adidas, Nike, Boo…)
•High brandawareness
•Available &widespread distribution
•Popular,easy towear
•High price
•Not customized forraves
1. INFORMATION
1.2. Competitors

7. 1. INFORMATION
1.3. Category
Boomingin Vietnamrecent years
TIME OFPURCHASING:Around
the year(esp.beforeraves or
EDMshows)
PRICERANGE:various(VND
200,000– 3,000,000)
DISTRIBUTIONCHANNELS
•Online:Facebookpage& e-commerce
websites
•Offline:atstore, atshows/events
when possible

8. 1. INFORMATION
1.4. Customer
IAM…
18-30
Dancer/EDMlover
Lovebeing trendy/outstanding
HOWEVER…
“WhatshouldI puton? A hoodieora
ledshirt?”
“I’mworriedofbeing judgedbyothers”
“My parentsdon’tpermit me tojoin the
shows”
“I’m notaccustomedtobeing the
spotlightofthe show”

9. 2. ISSUE
“WhatshouldI puton? A hoodieora ledshirt?”
-> 1.Notyet aware ofthebrand/category ->Confusewithalternative products
“I’m worriedofbeing judged byothers”
-> 2.Thestereotype ofthe art/entertainment
“My parentsdon’tpermit me tojoin theshows”
->3.Consequenceof IssueNo.3
“I’m notaccustomedtobeing thespotlightofthe show”
-> 4.Hesitating/Feeling uncomfortableofbeing outstandingamongthecrowd

10. 3. INSIGHT
Life is ashowwhere youplay multipleroles…
Finda meaningful one whichinspiresyour other roles
BE THE ARTIST!

11. Discover&Express yourself
Deep inside each person is an artist, and creativity is the route to that
authenticity. The more we create, the more we discover and expose our
egos.
3. INSIGHT

12. INSIGHT
An artist connects the crowd
With delightingperformances, you drive people crazy together&
share the moment.

13. INSIGHT
An artist inspires people
Your creativity stimulatestheir desire to become anartist

14. BIG IDEA
YOUR LIFE IS A SHOW…
YOU ARE THE ARTIST
CREATE YOUR PERFOMANCE
LIVE YOUR ARTSHOW

15. Thankyou for your attention
&
RAVE ON!
Design byPhuongAnh