This document summarizes the situation facing BMW in Greece and provides recommendations. It finds that BMW's corporate culture differs from Greece's more family-oriented and hierarchical society. It recommends hiring local Greeks into key positions to bridge these cultural differences. It also recommends communicating BMW's vision clearly, changing problematic practices of the powerful local importer over time, developing dealerships further, and balancing global consistency with local responsiveness to improve BMW's market share in Greece.
Passport to Marketing", series video chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
The document discusses Air France's digital marketing strategy to increase international economy class flight market share. It proposes using search engine marketing tactics like search engine optimization, paid search advertising, and contextual advertising on travel sites. The strategy includes building branded and location-based ad campaigns, analyzing user analytics, and adapting campaigns based on results. The goal is to drive more visitors to the Air France website and convert them to customers by optimizing campaigns and creating easy navigation.
Air france international strategy analysis (2014)Steph Nass
Air France international strategy is driven by two external threats: the pressure of low-cost competitors on short and medium haul, and the competition from emerging countries' airline on long haul.
Air France response includes : (1) external growth, (2) partnerships and (3) segmentation.
Made with love by a team of students from EMLYON Business School.
This is an idea that The Boxs had came up with for the teaser of Twitter at its first launch in Vietnam, forecasted to be in mid 9/ 2013. This teaser's purpose is to increase brand awareness (Twitter)
Digital 2013
Mindshare
The document discusses changes in digital media consumption over time. It notes that downloading a song used to take 25 minutes but now takes only 25 seconds on a mobile phone. It also discusses the growth of Facebook users to over 1 billion and changes in media consumption habits, with time spent online increasing as time spent watching TV declines. Trust in traditional media sources like television news and newspapers is decreasing as well. Internet and social media penetration in Vietnam is high, especially among younger demographics. The lines between real and virtual worlds are blurring as digital media becomes integrated into daily life.
Tài liệu mẫu Kế hoạch marketing online - truyền thông trực tuyến.
Bản kế hoạch chính là con đường dẫn bạn đến THÀNH CÔNG trên Internet.
Trích từ tài liệu khóa học Internet Coaching tại iNET
http://iNET.edu.vn, www.InternetCoaching.vn
Young marketers 2013 final round briefThong Nguyen
The document summarizes the final round of a marketing competition with two parts. Part 1 challenges teams to pitch themselves to judges for selection as the winner. The top 4-5 teams will advance to Part 2, where they must develop a marketing plan to launch Gatorade in Vietnam. Teams have 25 minutes to present their plan and will be scored on their understanding of the brand, proposed solutions, creativity, feasibility, and presentation. The winning team will receive the highest combined scores from Parts 1 and 2. Judges will average their individual scores to determine the overall winner.
The document provides information on 7 iconic brands - McDonald's, Nintendo, Twitter, Gatorade, GQ Magazine - as potential options for a semi-final marketing project round. It gives a brief overview of each brand's business, products, market presence and marketing challenge of launching in Vietnam. The tasks are to design marketing strategies for McDonald's launch in Vietnam, position Nintendo for Vietnamese consumers on its first launch, plan a strategy to make Twitter successful in Vietnam, and strategize the launch of Gatorade and GQ Magazine in Vietnam. The document also provides the timing and location details for the semi-final round.
This document summarizes the situation facing BMW in Greece and provides recommendations. It finds that BMW's corporate culture differs from Greece's more family-oriented and hierarchical society. It recommends hiring local Greeks into key positions to bridge these cultural differences. It also recommends communicating BMW's vision clearly, changing problematic practices of the powerful local importer over time, developing dealerships further, and balancing global consistency with local responsiveness to improve BMW's market share in Greece.
Passport to Marketing", series video chia sẻ từ những người dẫn đường kinh nghiệm, sẽ là "giấy thông hành" giúp bạn sải bước tự tin vào thế giới Marketing đầy màu sắc, với những hiểu biết nền tảng và định hướng nghề nghiệp rõ ràng về nơi bạn muốn đến.
The document discusses Air France's digital marketing strategy to increase international economy class flight market share. It proposes using search engine marketing tactics like search engine optimization, paid search advertising, and contextual advertising on travel sites. The strategy includes building branded and location-based ad campaigns, analyzing user analytics, and adapting campaigns based on results. The goal is to drive more visitors to the Air France website and convert them to customers by optimizing campaigns and creating easy navigation.
Air france international strategy analysis (2014)Steph Nass
Air France international strategy is driven by two external threats: the pressure of low-cost competitors on short and medium haul, and the competition from emerging countries' airline on long haul.
Air France response includes : (1) external growth, (2) partnerships and (3) segmentation.
Made with love by a team of students from EMLYON Business School.
This is an idea that The Boxs had came up with for the teaser of Twitter at its first launch in Vietnam, forecasted to be in mid 9/ 2013. This teaser's purpose is to increase brand awareness (Twitter)
Digital 2013
Mindshare
The document discusses changes in digital media consumption over time. It notes that downloading a song used to take 25 minutes but now takes only 25 seconds on a mobile phone. It also discusses the growth of Facebook users to over 1 billion and changes in media consumption habits, with time spent online increasing as time spent watching TV declines. Trust in traditional media sources like television news and newspapers is decreasing as well. Internet and social media penetration in Vietnam is high, especially among younger demographics. The lines between real and virtual worlds are blurring as digital media becomes integrated into daily life.
Tài liệu mẫu Kế hoạch marketing online - truyền thông trực tuyến.
Bản kế hoạch chính là con đường dẫn bạn đến THÀNH CÔNG trên Internet.
Trích từ tài liệu khóa học Internet Coaching tại iNET
http://iNET.edu.vn, www.InternetCoaching.vn
Young marketers 2013 final round briefThong Nguyen
The document summarizes the final round of a marketing competition with two parts. Part 1 challenges teams to pitch themselves to judges for selection as the winner. The top 4-5 teams will advance to Part 2, where they must develop a marketing plan to launch Gatorade in Vietnam. Teams have 25 minutes to present their plan and will be scored on their understanding of the brand, proposed solutions, creativity, feasibility, and presentation. The winning team will receive the highest combined scores from Parts 1 and 2. Judges will average their individual scores to determine the overall winner.
The document provides information on 7 iconic brands - McDonald's, Nintendo, Twitter, Gatorade, GQ Magazine - as potential options for a semi-final marketing project round. It gives a brief overview of each brand's business, products, market presence and marketing challenge of launching in Vietnam. The tasks are to design marketing strategies for McDonald's launch in Vietnam, position Nintendo for Vietnamese consumers on its first launch, plan a strategy to make Twitter successful in Vietnam, and strategize the launch of Gatorade and GQ Magazine in Vietnam. The document also provides the timing and location details for the semi-final round.
This document provides information on 7 iconic global brands - McDonald's, Nintendo, Budweiser, Twitter, Gatorade - being considered for launch in Vietnam. For each brand, it gives a brief history and background, and poses a task to develop a marketing strategy for launching the brand in Vietnam. The location and timing for presenting these strategies at a semi-final round is also provided.
4. Định vị
Định vị:
Thức uống phục hồi cơ thể
nhanh nhất, an toàn, hiệu quả
sau vận động thể chất, thông
qua việc cung cấp protein,
carbonhydrate, nước và chất
điện phân cần thiết cho quá
trình phục hồi cơ
5. Rào cản và vượt qua rào cản
Rào cản
• Lười vận động thể chất
• Hiểu biết về tính năng
sản phẩm
Vượt qua rào cản
• Direct marketing
• Huấn luyện người dùng
7. 4Ps – Price
• Đối thủ cạnh tranh
• More for the same
18,000 VND –
24,000VND
8. 4Ps – Place
• Kênh phân phối tại các phòng gym, nhà thi
đấu, sân vận động, công viên,…
• Kênh phân phối chuyên biệt: Gatoshop
9. 4Ps – Promotion
Phase 1
Phase 2
Phase 3
Gatorade
is the
best
sport
drink in
Vietnam
11/2013 12/2013 1/2014 2/2014
10. Phase 1| “Gatorade – thức uống
thể thao an toàn”
Thời gian Từ 11/2013 đến 2/2014
Mục tiêu Tăng tính nhận diện về sự an toàn
Educate người dùng: các vận động viên chuyên
nghiệp và nghiệp dư trong làng thể thao
Công cụ Tài trợ nước uống thể thao cho đoàn thể thao Việt
Nam tham dự SEA Games 27
Tài trợ nước uống thể thao cho các giải đấu lớn quốc
tế, cấp quốc gia, cấp thành, trong khu vực TP HCM
và Hà Nội
7,000,000,000 VND
11. Phase 2| “Phục hồi hiệu quả và nhanh
chóng sau luyện tập cùng Gatorade”
Thời gian Từ 12/2013 đến 1/2014
Mục tiêu Tăng tính nhận diện về hiệu quả nhanh chóng của sp
Educate người dùng: người tập TDTT, yêu thích vận
động thể chất
Tạo thói quen sử dụng
Công cụ Người nổi tiếng: huấn luyện viên và vận động viên
Testimonials ***
Social media: báo giấy, báo mạng, radio…
Social network: Facebook, Youtube, Twitter, G+
3,000,000,000 VND
12. Luyện tập hiệu quả cùng Gatorade
Activation testimonials
Địa điểm: phòng tập gym, sân vận động, sân bóng
đá, nhà thi đấu, công viên…
Hình thức:
• Người chơi thể thao đăng kí chương trình được
sử dụng Gatorade miễn phí 12 lần trong 1 tháng,
đo các chỉ số sức khỏe (lượng ion, nước, muối,
nhịp tim, huyết áp) sau mỗi 3 lần.
• Tặng nước Gatorade và sổ tay sức khỏe sau 1
tháng
• Ghi lại cảm nhận của người dùng Gatorade
social media
13. Phase 3| “Gatorade – thức uống
thể thao tốt nhất cho người Việt”
Thời gian Bắt đầu từ tháng 1/2014
Mục tiêu Customers awareness
Thiết lập kênh phân phối:
• Kênh phân phối tại các phòng gym, nhà thi đấu,
sân vận động, công viên,…
• Kênh phân phối chuyên biệt
Tạo ra thế hệ G: năng động và khỏe mạnh
Công cụ Media usage (TVC, advertorial, editorial, radio,…)
Chuỗi event “Wake your power up”
10,000,000,000 VND
14. Wake your power up:
events
• Các sân chơi cho cộng đồng
– Gatorace
– Gatowalk
– Gatobike
• Các hội thảo và talk show về thể thao và sức
khỏe tại các Gatoshop