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Kế hoạch truyền thông Bacchus

Kế hoạch truyền thông Bacchus

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Kế hoạch truyền thông Bacchus

  1. 1. May – July 2015 Bacchus COMMUNICATION PLAN
  2. 2. AGENDA Overview Idea & Strategy Executive plan • Product • Summary campaign’s objective • Idea • Strategy • Market overview • Target Audience • Plan on each channel Analytics
  3. 3. OVERVIEW
  4. 4. • Decrease stress • Awake while driving • Improve health after drunken, sickness • Stimulate to trans fatty acid • Improve memory (hàm lượng gấp đôi ) 2000 mg Key ingredients Use
  5. 5. CLIENT’S REQUEST Objective  100% Vietnamese knows Bacchus drink  Made with natural ingredients, Bacchus has been trusted as a safe energy drinks for long term use People in big city: Office staff(23-39), Long-way driver Worker(16-21) – work at electronic industrial zone Target Audience Time May-July, 2015 Ha Noi, Sai Gon, Đa Nang, Hai Phong, Quang Ninh Area Slogan Đập tan mệt mỏi
  6. 6. ANALYTICS
  7. 7. Market overview Beverage market contains diversified products. Each product locates a particular image in consumers’mind.
  8. 8. Competitors • Energy drink is common sense in Vietnam • Key ingredients of products have no difference • Not defined as the safe products when using long time
  9. 9. Redbull Promote distribution system, discount Not focus on communication Lipovitan Slogan: Lipo charge, Lipo tiếp sức Focus on: TVC, PR, forum seeding Sting Slogan: Bật năng lượng sống bứt phá Focus on: TVC, Social media Number 1 Slogan: Không gì là không thể, chinh phục mọi thử thách Focus on: TVC, Social media Communication activities
  10. 10. Number 1 – Communication crisis • Crisis: A serie of articles on “money in exchange silence” & “fly in drink” • Tân Hiệp Phát: manage crisis - SILENCE Lesson: There should be a tool to track & update market’s reaction. And then a solution will be come up
  11. 11. Strengths • No.1 energy drink in Korea • Natural ingredients – safe for consumers if using it long time • New brand identity • Its price higher than the same kind of products in market Weaknesses Opportunities • Consumers focus on healthy product & have extensive knowledge about the different type of products • Korean products often are highly valued • Energy drink is considered as contemporary energy charge, not safe for long-term use • High competition in market Threats Swot
  12. 12. Swot Strategy Strengths promotion No.1 energy drink in Korea Bacchus drink – extracted from fruits. So no halitosis/unpleasant breath 3 key natural ingredients. No harm for body in long-term use Taking advantage of opportunities Vietnamese has tendency to the naturally-extracted things Other products have crisis on their quality
  13. 13. Target Audience Office Staff Workers in electronic factory Long-way driver
  14. 14. Expenditure habits Age: 23-39 - High education, be exposed to various sources of information products - Family health in priority. So products with clear origin, safe ingredients will highly considered - They have detailed plan on expenditure. However, they are willing to spend money on good products
  15. 15. Target audience following communication channels (%) Product A • Feature 1 • Feature 2 • Feature 3 Product B • Feature 1 • Feature 2 • Feature 3
  16. 16. Belief in communication channels(%) Product A • Feature 1 • Feature 2 • Feature 3 Product B • Feature 1 • Feature 2 • Feature 3
  17. 17. Conclusion • People in big city should be target audience in the first period: office staff& long-way driver with the middle income (at least 7,000,000vnd) • Their expenditure habits & consume belief should be made the most in communication
  18. 18. WHO?
  19. 19. The unspoken reality “I need a simple and safe solution which can meet my demand on energy charge. It has supported me in reaching life’s objective ”
  20. 20. WHAT?
  21. 21. Brand’s message “Bacchus drink is a trusted brand from Korea. It has met your demand on energy charge. Hence, you will be filled up and enjoy your life”
  22. 22. The truth about Bacchus Bacchus drink is a trusted & premium products from Korea Natural ingredients Produced in Korea Instant energy supplement Reason to believe No.1 brand in Korea
  23. 23. HOW?
  24. 24. IDEA & STRATEGY 24
  25. 25. Idea Product B • Feature 1 • Feature 2 • Feature 3
  26. 26. No.1 brand in Korea BACCHUS “ĐẬP TAN MỆT MỎI” Energy drink: create positve & inspiring Korea = high quality + trust » The mixture of two above ones: help Bacchus easily penetrate into market Idea Explanation
  27. 27. Communication Plan
  28. 28. Mục tiêu Thông điệp 100% người dân Việt Nam biết đến Bacchus như một nhãn hàng nước năng lượng số 1 Hàn Quốc với công dụng Đập tan mệt mỏi GIAI ĐOẠN 1 3 tháng GIAI ĐOẠN 2 6 tháng Đối tượng truyền thông - People in big city: office staff, long-way driver, housewife,….. (23- 39) – middle income and higher No.1 brand in Korea Bacchus Đập tan mệt mỏi Kế hoạch dài hạn Các giai đoạn truyền thông Tạo độ nhận biết Mua dùng thử GIAI ĐOẠN 3 3 tháng Frequent consumption Mục tiêu Message 100% Vietnamese knows Bacchus as No.1 brand in Korea. It is the energy drink to smash fatigue Phase 1 3 months Phase 2 6 months Target Audience Long-term Plan Các giai đoạn truyền thông Create awareness Experiment GIAI ĐOẠN 3 3 months
  29. 29. Ojective Message Create awareness: - No.1 brand in Koreaa - Energy charge - Safe for health if using in long-term time Target Audience - People in big city : office staff, long-way driver, house wife,….. (23- 39) – middle income & higher No.1 brand in Korea Bacchus Đập tan mệt mỏi Phase 1 Mục đich Create awareness Channel TVC & Pr, LCD, Sponsorship, Digital TVC, Pr, LCD, Sponsorship, Digital
  30. 30. TACTIC: TAKING ADVANTAGE OF SYNERGY • BELIEF OF CONSUMERS in the traditional advertising • LIMITLESS CREATIVENESS of social media Resonance effect
  31. 31. CREATIVENESS IN COMMUNICATION • Traditional advertising: CREATIVE ideas to make DIFFERENT & easily REMEMBER • PR: Brand’s story in Korea • Social media: INSPIRING & HIGH INTERACTIVE content & activity OUTSTANDING BRAND
  32. 32. PLAN ON EACH CHANNEL
  33. 33. Traditional advertising Main channel Supporting channels
  34. 34. Suggest creative design
  35. 35. LCD in building
  36. 36. TVC & Radio’s ideas Message: - No.1 brand in Korea - Extracted from natural ingredients - Energy charge after physical & mental activity
  37. 37. TVC - Storyboard (File attached)
  38. 38. Radio Adapted from TVC
  39. 39. PR – Print Articles’ angle Brand’s story & its influence on Korean Bacchus – no.1 brand in Korea with the effect of relieving tiredness Bacchus is a companion that supports Vietnamese in relieving tiredness, strengthening memory, etc
  40. 40. Suggest newspaper & magazine
  41. 41. Digital channels Facebook Fanpage Viral Clip (sản xuất) KOLs GDN Online PR Cycle Channel
  42. 42. Online PR Articles’ angle List of newspaper Brand’s story & its influence on Korean Big sites: dantri, vnexpress Bacchus – no.1 brand in Korea with the effect of relieving tiredness 80% of sites for men, 20% of sites for women Bacchus is a companion that supports Vietnamese in relieving tiredness, strengthening memory, etc Articles on health
  43. 43. Facebook Fanpage No.1 brand in Korea Bacchus Đập tan mệt mỏi No.1 brand in Korea & Safe for health in long-term use Brand (35%) - Brand’s story in Korea - Product extracted from natural ingredients - Safe for health if using long-term Unbrand (40%) Modern life with concern» Tips to reduce Subjects for men Funny corner: Fanpage’s characteristics: youthful, inspiring, vital EVA Activity (25%) - MiniGame : 2 week/1 game - Big game: connect community on fanpage & create big impression on fans
  44. 44. KOLs - Celebrity • Make Effective Presentations • Using Awesome Backgrounds • Engage your Audience • Capture Audience Attention
  45. 45. Sharing content demo • (Hot boy) It is so hot today. I come by Lotte mart to pick up a drink. A sales girl suggests me trying this drink – Bacchus. It comes from Korea. I bought it immediately and feel filled • ( Hari Won) Guys are you thirsty? Hari’s so thirsty. I drink Bacchus and feel waken up immediately. I continue my busy schedule right now. Vinh Long fan, wait for me! • (Phan Anh) My sweeties just bought some blue cans. Wow it’s energy drink. It comes from Korea. It is extracted from ginseng, royal jelly. Sounds safe! I open cap and enjoy it. Amazing! Tonight I have a busy schedule until 0 a.m. I will bring some cans with me and share them with my colleagues • (Trấn Thành) Hey guys, Wanna try Bacchus drink ? Delicious & good price. I immediately drink 2 cans and feel waken up. It may be thanks to ginseng in this drink.
  46. 46. Viral Clip – Idea Scene Content Detail 1 A driver feels extraodinarily tired after a long-busy day He steps out of the car, wipes sweat on forehead, and heavily walked through the door 2 His wife feels worry about him His wife feels worry when she saw him extremely tired 3 His wife takes care of him He sits down & have dinner. Two Bacchus cans on the table 4 She gives him a bowl with loving eyes 5 After dinner, she looks him in deep sleep. She strokes his hair
  47. 47. Scene Content Detail 6 He starts another working day He just sits into position and immediately finds out two Bacchus cans 7 He feels surprisingly in a short moment and smiles 8 Bacchus’s image & slogan appears Lời thoại: “Bacchus, cùng vợ chăm chồng mệt mỏi bằng không” Meaning: Bacchus supports wife in taking care of her husband Viral Clip – Idea (continued)
  48. 48. GDN – Banner – Direction • Impressive banner resolve around: Korea, full of energy, relieve tiredness • Three ingredients appear in banner: Taurine + Ginseng + Royal Jelly • Banner on right sites
  49. 49. Banner Demo
  50. 50. MICROSITE • Brand’s info: ingredients, story in Korea • Raise the interactive with consumer by big game • “Open can – gifts in hand”: users join microsite’s games and accumulate points
  51. 51. Demo Microsite Microsite –one page introduction - Users only need roll down & and discover all
  52. 52. SUPPORTING TOOLS
  53. 53. Social listening tool Use keywords to listen to consumer’s reaction & competitors’activities: - Who is talking about you? Where? When? - What are they talking about you? Good or bad - Reaction of community
  54. 54. OFFLINE ACTIVITY (SUGGESTION) WORD OF MOUTH
  55. 55. Cinema
  56. 56. Bus
  57. 57. Bus station
  58. 58. Stair Poster on condomnium’s stair or coffee shop Message No.1 brand in Korea Bacchus Đập tan mệt mỏi
  59. 59. Premium restaurant Standee on table Message No.1 brand in Korea Bacchus Đập tan mệt mỏi
  60. 60. PG delivers sample to customers with explanation: “No.1 brand in Korea Bacchus Đập tan mệt mỏi ” Affordable restaurant
  61. 61. SPONSOR VIETNAM-KOREA CULTURAL EXCHANGE ACTIVITY
  62. 62. THANK YOU

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