Brand Marketing Plan

Creative Interior Decoration

Outline

1. Mark

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Demand trend Social trend Economy condition Social trend SWOT Analysis

Demand trend Need of expanding living space increases leads to need

of new interior decorations

However, almost brands focus on model, price quality but ignore the real demand of increasing living space

Creative decor becomes the best solution

Social trend

People tend to use modern, stylish product.

Economy condition

Affordable price is the most consideration

Law and Regulation

WTO creates opportunity to develop decor industry

Government encourages purchasing

Competitors focus model, price; the demand ofexpanding living space is not hold in esteem.

Famous brands are too expensive while the models ofaffordable products are not multiform. The biggestconsumption in the market comes from small shopwith no brand

Most of Vietnamese brands focuses on exportingproduct for profit and make light on domestic marketand ignore branding. Most of Vietnamese brands aremost familiar with domestic customers

Creative in designing, affordable price

Multifunctional product

Premium service: consulting for designing, design based on science of the winds and waters and fortune

Each product has sample material with which customers believe in Alinia brand

Geographic Demographic Target segment

Consumer insight:

Customers like to increase their living space , and they care about nice models, quality, and price when buying interior decoration.

Segmentation: Geographic: - Domestic: Citizens ( HCMC,HN, Da Nang….)

- Global market: EU, Japan, USA, China

Segmentation:

Demographic:

AgeIncome

(million VND)Characteristic

25-50 5-10Intellectual and like to experience new things.

27-40 5-13 Love beauty

Target segment

Citizens aged from 27 to 45, married. They are officers or whole a small business. Their incomes belong to the middle-end class in big cities. They may own or rent accommodation, but their area are small.

They love beauty and like to experience new things

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Vision Mission Objectives

Brand name Logo Slogan Core Value

Vision: The leading brand in the Vietnamese interior decoration market and become one the famous global brand.

Mission: brings our customers comfortable living space by saving every centimeter square.

Objectives:

The 1st year Relationship with trading partners

Recruit intelligent designers.

Production goes in to stable performance.

The 2nd year Export to foreign markets,

Growth rate is about 40% and revenue exceeds $ 10 million.

Brand name: “Alinia” (all in)

Slogan:

“Space your World UP”.

Core value:

Creativeness makes us different

Position statementTo people who live in urban and have average income in comparison with the most of population, Alinia is a brand of creativeness. We will help you use your space efficiently because like you, we understand the urgent demand in using space.

Ad on newspaper and magazine Public Relation & SponsorshipPrint brochure & Guidebook Direct mail Trade Promotion

Event Internet Ads Word of mouth Showroom

Newspaper: Tuoi Tre ( read most by

the South residents),

Cong An Nhan Dan (most popular in the North)

Magazine:

Kien Truc & Doi Song,

Tiep Thi & Gia Dinh

Creative, artful, professional and effective description.

Show them the creativeness and benefits of Alinia.

This increases positive image of Alinia in customers’ mind in resulting.

High discount rate higherto attract wholesalers andretailers.

Vacation, commission when they reach highest sales.

Invite journalists to come to our press conference

Our green-plan is designed to develop forest area

“How comfortable you are in 20 square meter room?”

“Event for wholesalers and retailers”

VietBuild and Expo fair to build relationship with customers, trading partners, communication partners, etc.

E-Mail Marketing.

We will buy list of emailaddress of companiesrelated to building anddecor industries, andtarget customers.

E-News: Vnexpress.net, 24h.com, etc.

SEO: search engine optimization (Google, Yahoo, Live , etc.).

Famous e-commerce websites such as Alibaba.com, Ebay.com etc.

Exchange website: raovat.net, 5giay.vn…

Social Network: Y!360, facebook.com, myspace.com, blogspot.com

Alinia website is e-commerce channel Design: friendly and should be familiar.

Virtual space (3D) as they really do as shop.

Updated frequently

Game online on website related to our products so that customers can relax and get Alinia’s information simultaneously.

GamesAzadaHidden Expedition Amazon

Every employee is cell of organization Understand message of Alinia

Channel transfer to their social network

HCM: Ly Thuong Kiet Str., Dist. 10

Ha Noi: Me Linh Plaza

Plan

Tools 1 2 3 4 5 6 7 8 9 10 11 12 $

Ad on magazinex x x x x 60,000

Print brochure & Guidebookx x x x 20000

Trade Promotionxx xx x x x x x x x xx xx xx 250000

Public Relationx x x 5000

Sponsorshipx x 12000

Direct mailxx 1000

EventX x 50000

Internet Adsx x x x x x x x x x x x 50000

Showroomx x x x x x x x x x x x 100000

Word of mouthx x x x x x x x x x x x 0

Total 548000

Members of group one

Vo Le Duy

BA060087

Le Minh Hai

BA060089

Nguyen Thuy Anh Thu

BA06014