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K HOCH DIGITAL MARKETINGTNG NHN DIN THNG HIUC PH TRUNG NGUYN

PHN TCH TNH HNHTH TRNG

KHCH HNGHin nay c khong 15%-20% khch hng l doanh nhn tr , ngi i lm (t 25 35) v cc bn tr ( t 18 24) c s dng my tnh v cc sn phm cng ngh khc (ngun t vnmedia.net) trong tng s 19,2% ngi Vit Nam a thch ung c ph mi ngy (ngun t dantri.com.vn).Cc khch hng trn u theo di cc thng tin thng ngy trn my tnh v s dng cc phn mm nh: Windows XP, Windows 7, Office 2010, Linux, Mac OS,

Khch hng ngh g v Trung Nguyn ?L mt thng hiu ln ca Vit Nam, mang tnh truyn thng, v i v s.Khi ti mun tm n ci ni ca c ph, ti s ngh ngay n Trung Nguyn.S sng to c Trung Nguyn nhc n trong slogan cha thc s n tng nhng ngi tr tui nh ti. V khi ti cn s tnh to v minh mn sng to, ti ch cn mt ly c ph ca nhn hiu bt k.

Khch hng ngh g v cc thng hiu caf khc?Ti thch cc thng hiu khc nh Starbuck, Highland v khi ti ung ti ni , n em li cho ti cm gic sang trng v ng cp thc s.

Khi ti cn s tnh to v minh mn sng to, th ch cn l mt tch caf l .

I THC ph ha tan: Neslte l i th hng u ti th trng Vit Nam. Thng hiu c t lu i do h thng phn phi c mt hu ht ti Vit Nam.Chui ca hng caf: Starbuck v Highland l i th kh mnh. Thng hiu nc ngoi nn khch hng nc ngoi cng nh trong nc d dng yu thch.Cc knh marketing truyn thng qung b cc thng hiu trn gn nh c khp mi ni.

SWOT ANALYSISStrength

Thng hiu c t lu, c nhiu ngi Vit Nam bit n.

Gn gi vi phong tc tp qun ca ngi Vit.

C nhiu bc t ph trong phong cch xy dng thng hiu trong nc v trn th gii: thnh a c ph, bo tng c ph th gii, hc thuyt c phWeakness

Thng hiu mang sc thi truyn thng ca ngn i, v i, s; do cn b ng sc thi tnh cm i sng thc t ca con ngi ngy nay. Cn xy dng lng trung thnh ca khch hng vi thng hiu v sn phm.

Quan tm cha nhiu n gii tr. V lp tr ang chim n 15%-20% s ngi ung c ph v tng nhanh chng theo thi gian.

y s l nhng khch hng rt tim nng kt ni gi tr c ph t qu kh n tng lai, t truyn thng n hin i.Opportunity

Cc knh truyn thng ang c m rng, trong digital marketing l phng thc hiu qu v chi ph hp l nht.

Trong gii tr l ngi tip xc vi cc knh ny nhiu nht, do c th d dng khai thc tip th.

c s ng h ca nh nc v chnh sch v ngi dn vi sn phm thng hiu Vit.

Hu ht i th cnh tranh hin nay cha nhm n s lng khch hng tim nng l gii tr.Threat

Cc thng hiu c ph khc ngy cng pht trin v gn gi vi ngi tiu dng hn qua cc phng tin truyn thng.

Xu hng tiu dng ca ngi Vit Nam thch sn phm ngoi v t m vi nhng tn tui mi l, nht l gii tr.

Lng trung thnh ca khch hng cha cao, d thay i.

X hi ngy cng pht trin v hin i, nu khng xy dng thng hiu ph hp vi s pht trin, hnh nh s nhanh chng lc hu.

MC TIU

Tng nhn bit thng hiuChin dch Digital Marketing cho thng hiu Trung Nguyn vi mc tiu tng nhn din thng hiu ln 200% trong vng 4 thng.Xy dng hnh nh thn thin vi khch hng v xy dng thng hiu trong tm tr khch hng tr tim nng.

CHIN LC

Big idealHin nay s lng gii tr ung c ph v s dng my tnh desktop, laptop v cc sn phm cng ngh khc chim khong 15%-20%.Do cn xy dng h thng nhn din thng hiu thng qua cc thit b cng ngh, nh wallpaper, icon,

THNG IPS sng to khng nm u xa xi, m n ch ang nm ngay trong tm tr v trc mt chng ta. c nhng sng to ln, ngay by gi hy bt u t nhng sng to nh.

CHNG TRNH CHNHT chc cuc thi sng to wallpaper dnh cho desktop, laptop v ch Caf, hng v yu thng.im nhn ca cuc thi l cc bn tr c tham gia bu chn cc wallpaper yu thch thng qua nhn tin tng i ginh phn qu t ban t chc.Wallpaper c s lng bnh chn nhiu nht s c trao gii thng.

Caf Hng v yu thngGiai on 1AwarenessGiai on 2Connecting BrandGiai on 3Building BrandK mt cu chuyn v mt anh chng sinh vin i hc M Thut i tm s sng to thng qua mt bi thi cui mn ca thy a ra l thit k hnh nn my tnh bng 3D.

Cu chuyn c ng trn facebook, blog, forum.

Hnh nh v logo thng hiu v tnh c lng vo.Tip tc cuc hnh trnh i tm s sng to qua video clip.

Kt thc cu chuyn: anh ta tm thy s sng to trong tm nh c ca gia nh ngay trn bn hc v cm xc yu thng, nh nhung trn v. Anh quyt nh thit k hnh nn v cnh vui a ca gia nh.

Thng hiu Trung Nguyn c a ra cho ngi xem mt cch r rng nht.Trung Nguyn cng b cuc thi sng to wallpaper n cc bn tr.

Ch cuc thi: Caf, hng v yu thng.

Ngoi s tham gia ca th sinh, cn c s tham gia ca cng ng qua nhn tin bnh chn hnh nn p nht.

Cc wallpaper p s c cc bn tr lu vo my tnh lm hnh nn ring. Logo ca Trung Nguyn s c gn ln cc hnh nn ny.

CHIN THUT KPI & NGN SCH

Caf Hng v yu thngGiai onNi dungKPIChannelsChi phAwareness(01/07/2011- 31/07/2011)To cc topic v ch khc nhau trn forum, facebook, blog, website ni v s sng to l g.

Vit cu chuyn v chng trai sinh vin M Thut i tm s sng to lm bi thi cui mn do thy gio a ra.Number of forums: 10Number of blogs: 3Number of topics: 20Replies: 700Number of websites: 3Views: 30,000Within: 1monthFacebook: 5,000 fans for 2 pagesFacebook.com,Zing.vn,Yume.vn,Ddth.com,ttvnol.com,forum.ueh.vn,Wordpress.com,truongton.vn,Hihihehe.com,Forum.zing.vnsanchoikientruc.vn, dohoa.net.Ngoisao.net,Kenh14.vn,ione.net..Thit k ni dung cu chuyn: 520$

Editorial trn websites: 500$

Facebook banner: 250$

Duy tr cc topic trn top: 500$

Chi ph1,720$

Caf Hng v yu thngGiai onNi dungKPIChannelsChi phConnecting Brand(01/08/2011- 31/08/2011)Vit tip cu chuyn v cuc hnh trnh tm s sng to trn blog v quay video clip a ln youtube, clip.vn v trang khc n khi cu chuyn kt thc.

Thng hiu Trung Nguyn c a vo on cui to s bt ng vi cng ng onlineNumber of forums: 15Number of blogs: 3Number of topics: 20Number of websites: 3Replies: 1,500Views: 70,000Within: 1 monthFacebook: 15,000 fans for 2 pagesYoutube.com,Clip.vn,Facebook.com,Zing.vn,Yume.vn,Ddth.com,ttvnol.com,forum.ueh.vn,Wordpress.com,truongton.vn,Hihihehe.com,Forum.zing.vnsanchoikientruc.vn, dohoa.net.Ngoisao.net,Kenh14.vn,ione.net..Quay video v vit kch bn film: 3,000$.

Advertorial trn websites: 500$

Facebook banner: 350$

Duy tr cc topic trn top: 500$

Chi ph4,350$

Caf Hng v yu thngGiai onNi dungKPIChannelsChi phBuilding Brand(01/09/2011- 31/10/2011)Cng b cuc thi sng to wallpaper trn cc website, facebook, forum, blog, google adwords, email marketing

Mi cc cng ng bnh chn wallpaper p nht qua tin nhn SMS v nhn qu dnh cho ngi d on ng nht.

To s yu thch ca cng ng vi cuc thi v lu gi thng hiu trn mi my vi tnh hoc laptop ca ngi Vit Nam. Number of forums: 15Number of blogs: 3Number of topics: 20Number of websites: 5Replies: 3,000Views: 100,000Within: 1 monthFacebook: 20,000 fans for 2 pages.Adwords: 1,000 clicks.Emails: 40,000Youtube.com,Clip.vn,Facebook.com,Zing.vn,Yume.vn,Ddth.com,ttvnol.com,forum.ueh.vn,Wordpress.com,truongton.vn,Hihihehe.com,Forum.zing.vnsanchoikientruc.vn, dohoa.net.Ngoisao.net,Kenh14.vn,ione.net,Dantri.com.vn,24h.com.vn ..Microsite: 1,500 $Banner on websites: 5,000$.SMS service: 200$Facebook banner: 350$Duy tr cc topic trn top: 500$Google Adwords: 300$.Email Marketing: 25$Budget for winner: 2,000$Budget for guessing winner: 1,000$Chi ph10,875 $

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Caf Hng v yu thngNi dungNgn schGiai on Awareness1,720$Giai on Connecting Brand4,350$Giai on Building Brand10,875$All16,945$Ph qun l 5%847.25$Total17,792.25$VAT 10%1,779.225$TOTAL (included VAT)19,571.475 $

O LNG HIU QU

S dng cc cng c o lng sau mi giai on ca chin dch: - Google Insight - Google Analytic - Facebook insight - Alexa.com

NGI THC HINTRN CNG MINH CSINH NM: 08/11/1987IN THOI: 0933.343.043