Kế hoạch truyền thông và kích hoạt thương hiệu

7/25/2019 K hoch truyn thng v kch hot thng hiu

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Trnh by bi: Qun Idea Creative Director

iLIGHTIS - Vietnam Brand Communication Solutions Consultancy

TRUYN THN

KCH HOT

THNG Hi

Khoch

H Ni, 11/2013

&


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Phn tch

nh hng

Khoch

1. Bi cnh

2. Mi trng3. i tng

1. Mc tiu

2. Cng chng

3. Chin lc

4. Tuyn b

1. Thng ip2. Chin thut

3. Ri ro

4. Ngn sch

5. nhgi


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KaraOishi A singing competition with an extremely fun twist


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Phn tch


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Bi cnh

Tng quan dn

Thng hiu/ sn phm: Oishi (snack)

Tnh trng: c Concept campaign: KaraOishi

Mong mun: Thc thi trin khai Truyn thng & Kch hot thng hiu

Yu cu: Gia tngmc Nhn bit v Quan tm ti thtrng H N

Khoch: 2 thngThi gian trin khai: Thng 11 Thng 12/2013

Ngn sch: 65.000 USD (x 20.800 VND = 1.352.000.000 VN)


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Bi cnh

n vchqun: Cng ty cphn thc phm Liwayway Vit Nam

Li ch ct li: Thc phm, nnhanh dnh cho mc chgii tr (snack - nvt)

Nhn bit thng hiu: Oishi l thng hiu bnh snack ni ting v c uy tn ti cc nc Chu nh: Trung Quc,iLoan, Thi Lan v Vit Nam vi logo quen thuc ch chim Cuckoo ngyu mu vng

Sn phm:

Snack Oishi c nhiu loi hng vnh: Ngt(chocolate, du ty, taro),Mn(hi sn, tht b, g), Rau(onion, khoai ty)

- Nhiu hnh dng v mu sc phong ph: Trn v mu Vng (khoai ty),Tam gic v mu Tm (khoai mn), Hnh ming Tm (hi sn)

VOishi


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Bi cnhMc chKaraOishi campaign

Truyn Thng & Kch Hot Thng Hiu

Nhu cuNhu cu

TngNhn bit & Nhu

Chin lc Marketing Ko


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Mi trng cnh tranhSWOT

- Thng hiu ni ting, uy tn, cht lng quc t.- Sn phmTin li.- C nhiu mc gi la chn- Hng vphong ph

S

- Xu hng pht trin ngnh hng nnhanh v ngiitr angngy cng tngti Vit Nam, do nhu cu gii trca gii trngy 1 nng cao cng sra i ca nhng Trungtm thng mi, Rp chiu phim .

O

- Sn phm Snack Bt khng c nhgibng Snack Khoai Ty, cha c nhng cu chthng hiu hp dn knhSnack Khoai

W

- C nhiu tin n khng tt, thng tin xu ghng uy tn vsn phm tnm2012.- Nhiu sn phm nhiu phn khc nn cncnh tranh bi nhiu i th.- Chi tiu thi bo gi, khng hong btht

T


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Mi trng cnh tranhThtrng

Gi (VN)

ChnSnack Khoai Ty Snack Bt

Cao(>6000)

Trung bnh - Cao(2000- 6000)

Trung bnh(3000- 5000)

Thp(2000


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i tngKhch hng Mc tiu

Buyer & End-user

1.tui : 18 - 222. Gii tnh : 30% nam, 70% n

3. Nghnghip : 80% sinh vin, 20% khc

4.c im : Tr, nng ng, hin i, c

tnh. Sthch online, c ci nhn tch cc, ci mv

nnhanh. Nhu cu vui chi, gii tr cao

Khch hng Tim Nng

1.tui : 22 - 302. Gii tnh :30% nam, 70% n

3. Nghnghip : 80% nhn vin cng s, 20

4.c im : Tr, nngng, hin i, c

thch online, c ci nhn tch cc, ci m v

Nhu cu vui chi, gii tr cao

Buyer & End-user


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i tngi tng & Cng ng lin quan

D lun x hi

Thng tin, truynthng

ith , itc

Khch hng timnng

Khch hngmctiu

Mng XH, din n, hinhm, CLB

Phng vin, bo i,qun l thtrng

Nh sn xut, i l,phn phi

Cng chc trtui

Sinh vin


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nh hng


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Mc tiun tng/ Kt qung li

Awareness

Consideration

Trial

Repeat

Loyalty

Reach

Traffic

Sign Up

KnockOut

150.000

15.000

1.500

150

6Final


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Cng chng mc tiuChn dung & Hnh vi

Buyer & End-user


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Chin lcCng cxut sdng

Cuc thiKaraOishi

Concept

Awareness (Reach)

Awareness (Reach),Consideration

(Click, Call, Traffic)

Consideration(Click, Call, Traffic)Trial(Buy, Sign Up)

RepeatLoyalty


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Tuyn b

nh vCampaign

KaraOishi A singing competition with an extremely fun twi(Oishi tchc cuc thi ht karaoke c ov hi hc nht trong nmdnh cho gii trH Ni)


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Khoch


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Thng ip

Thng ip truyn thng chnh

KaraOishi Cht ln i, chngi ngng chi

Concept

Cuc thi ht Karaoke

Vui nhn, Funny

Tagline campaign chung

Oishi angtrin khai TVC:

Oishi V ti


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Kara

Cht ln i, chngi ngng c

Ch h


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Chin thut

Khoch tng th

Chi h


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Chin thutKhoch trin khai: Timeline

12/11/2013 19/11/2013 12/129/12/2013

CHUN B Vng loi Vng bnh chn

Start FiFinish

1. Design Landing Page, Ads2. Copywriting Com-copies,Ads, POSM, Agenda 3. Design & Print POSM,Lucky Ticket 4. Create a facebookfanpage, content5. Production & Set up boots,event6. Etc

1. Activation (Boots & Event)2. P.R3. Ads & Media Booking4. Seeding5. Facebook Marketing6. Etc

* Tactic 1, Tactic 2, Tactic 3, Tactic 4

1. Vote2. Seeding3. Production & Set Up Final

Show4. P.R5. Ads & Media Booking6. Etc

Chi th t


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Chin thutKhoch trin khai: Tactic 1

- Sdng yu tgy ci tcc Funny Clip ghi hnh th sinh Viral => HtrtngReach, Share

- Tn dng tnh tng tc, Reach cao, atin ch, ngmc tiu ca cc cng cOnline => HtrtngTraf

Chi th t


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- Thit ktri v phiu bc thmmay mn theo hnh thc 2 in 1 => tngReach

- Sdng yu thp dn tphn thng bc thmmay mn thu ht ngi tham quan gian hng => Htrtn


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Chi th t


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- Sdng sc hp dn ca Gii thng gi trthu ht th sinh tham gia => HtrtngTrial, Sign Up, Share

Cuc thiKaraOishi

Concept

Key

Chin th t


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Chin thut

Khoch Truyn thng


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Chin thut


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Chin thutKhoch truyn thng: Knh Online

Forum: target audience 15-30 agesPageview/Month: ~ 300.000.000 400.000.000

Banner: CPM, CPC Social Media

Website

Chin thut


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Chin thutKhoch truyn thng: Knh Trc tip

20.000 leaflet & lucky draw tickets (2 in 1) 200 Poster

Chin thut


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Chin thut

Cuc thi KaraOishi

Chin thut


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Chin thutThlcuc thi: Timeline

Thi gian: T19/11/2013 n ht 12/1/2014

a im: Trung tm thng mi (rp chiu phim, ni cng cng) v cc trng i hc

Timeline

Tun 1 Tun 2 Tun 3 Tun 4 Tun 5 Tun 6 Tun 7

19-20/11/2013 29/12/2013

Vng loi

Trung tm Thng mi

Trngi hc

Chin thut


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Chin thutThlcuc thi: Danh sch a im

STT TRUNG TM THNG MI(Rp Chiu Phim,a im Cng Cng )

STT CC TRNG I HC STT CC TRNG

Danh sch chnh

1 The Garden 1 HKinh TQuc Dn 5 HKinh Doanh & C

2 Big C ThngLong 2 HH Ni 6 HVnHa

3 Ebest Mall 3 HNgo i Thng

4 Roye City (Chung kt) 4 HQuc Gia

La chn thay thhoc bsung

1 M Linh Plaza 1 HPhngng 4 Caong Du Lch

2 Savincom Mega Mall hoc Vincom Center 2 HBch Khoa 5 HThng M i

3 Coop Mark Hng 3 HThngLong 6 HKin Trc

Chin thut


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Chin thutThlcuc thi: Quy trnh thi u

ngk tdo ti 9 a imVng lo i

180 ngi c chn t9a im20 ngi/a im

NHNHT

BA

6 th sinh c im scao nht

150 ngi dthi

Vng chung kt

135 ngi im cao nht ngi/a im)

Vo thng CK

Chm i

m bnhchn Clip trn

fanpage

15 ngi im cao nht

45 ngi cn li(5 ngi/a im)

Chin thut


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Chin thutThlcuc thi: Ccu gii thng

VNG LOI

VNG CHUNG KT

CCU TRAO GII

T19/11/2013- 12/01/2014

Khong 1.500ngi tham d/ 9 a im

Ngy 12/01/2014

150 ngi c chn t9 a im

NHNHT

BA

02 iPad MINI

01 iPhone 5S

03 iPod NANO GEN 7

6 th sinh c im scao nht

Chin thut


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Chin thutThlcuc thi: Phng thc tham gia

(Xuyn sut qu trnh dthi, sc camera ghi hnh ton bhnh nh phn trnh din ca tng th sinh, trong v

phng thi to clip funny v xt bnh chn)

B1: Ngi dthi ngk bi cnh vi PG khi ngk phn chi.

B2: Vo phng KaraOishi chn ging mn hnh ipad.

B3: Mixer nhn thng tin v chuyn qua phn mm chuyn ging th sinh tMicro ra ngoi (Nhc beat t

ng dn ring bit)

B4: Ngi chi thc hin phn dthi

B5: Kt thc phn thi

B6: Chchm im kt qu(bng my tng)

Mixer

Line nhcLine nhc

Li bi ht

Chn bi

Line ting

Phn mmVoice

Changer7.0

Diamond

Funny Voice

Line ting

Bphn kthutLine hnh

Chin thut


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Chin thutThlcuc thi: Phn mm kthut

Ging Nam Ging N Ging Nhn vt Ging gh

Phn mm

Voice Changer 7.0 Diamond

Phn mm

Voice Changer 7.0 Diamo

Chin thut


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Chin thut

Kch hot thng hiu: Thit kgian hng

Chin thut


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Chin thut tng thit k

8m

3m 1m1m

3m 2,8m

0,2m

1,5m1,5m

5m

3m

3m

2m3m

1m

0,1m0,4m

2m

0,8m 0,4m

Phng n 1: Ht vang cng Oishi

Smt bng: Mt ct Dc

Chin thut


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Smt bng: Mt ct Ngang

8m

3m3m 1m1m

2m

2m 2,8m

0,2m0,1m

1,5m1,5m

5m


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Chin thut


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Phng n 2: Oishi Xsm nhc

Smt bng: Mt ct Ngang

10m

3m0,4m

3m

2m

3m

1m

0,4m 0,4m

4m

3m

2m

1m

0,2m

Chin thut


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Chi n thutM tquy cch sn xut

Booth cch m: Knh cng lc, cch m-cch nhit kch thc 3mx3m, ca 2mx0,8mBo vin Alu trng hoc focmex 5mm

Mn hnh: LCD hoc mn LED Trng by: Gin khung khng gian, Gp hoc focmec 1cm trn decan, gia cng ct dp k

ni 3Dtrng by sn phm Sn khu: kch thc 0,4m, modum g, thm Mt sn: Fuvi 10cm, phthm Logo: Mica trong, bi decan, chn focmex 5mm, ht sng Khi ni 3D: Focmex 3mm, bi decan PP

Chin thut


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Chi n thutLayout 3D


Chin thut


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Chi n thutLayout 3D

Phng n 2: Oishi Xsm nhc

Chin thut


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h n thut

Kch hot thng hiu: Kch bn gian hng

Chin thut


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Kch bn hot ng ti gian hng

Thi Gian GTSP Mini Show KaraOishi 8:30-9:30

9:30-10:00

10:00-10:30

10:30-11:00

11:00-11h30

11:30-14:45 Lunch

14:45-16:30

16:30-17:00

17:00-17:30

17:30-18:00

19:30 21h00

Thi Gian GTSP Mini Show KaraOishi Bc Thm8:00-8:45

8:45-9:30

9:30-11:30

11:30-12:00

12:00-14:00 Lunch14:00-14:45

14:40-15:30

15:30-17:30

17:30-18:00

Kch bn ti cc trngH Kch bn ti cc Trung tm thng mi

Chin thut


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Hot ng htrti gian hng: Gii thiu sn phm

Mn hnh LCD pht TVC gii thiu vsn phm

MC gii thiu v cung cp thng tin vOishi nh: lch shnh thnh pht trin, cc loi sn ph

trnh khuyn mi ..

PG pht tri, phiu bc thmtrng thng, hng dn khch tham quan

Hnh nh chmang tnh minh ha

Chin thut


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Hot ng htrti gian hng: Biu din nghthut

PA1: Hiphop Tng bng nghthutBig Toe Nam The Men

PA2: Kpop (Dancing) o thutngQun Bo Ngc (ST.319) Phm Hn


Chin thut


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Hot ng htrti gian hng: Mini Game

Nm bim bim onv Mnh ghp Oishi (xp hnh gi bim bim) No ta cng nhy theo giai iu Oishi Ai di hi hn (khi pht m Oishiiiiiiiiii) Oishi - Tam sao tht bn


Chin thut


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Hot ng htrti gian hng: Bc thmtrng thng

Sau khi biu din nghthut, gii thiu snphm v chi trchi, stin hnh bc thmtrng thng thu ht khch

tham quan.

Phn thng l nhng cp v xem phim, o phng mv nhng

qu tng v cng c oca Oishi


Chin thut


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Hot ng htrti gian hng: MC

Thy Qunh

(ChOng vng)

Tn tht: Phm Thy Qunh

Nmsinh: 1997Qu qun: H Ni.Hin angdn cho chng trnh ChOng vL gng mt MC trin vng ca iVTV.Trung tm

thng mi

Khng Phng Linh

Trng i hc

MC hot no, thng xuyn dn cc chngcc doanh nghip ln nhYamaha, TH True


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Ri ro


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Cc scc thgp phi

Q: Thi gian trin khai chin dch thng 11-12/2013 ri vo thi im Thi hc k1 t

trngH,sinh vin c nghn thi nhiu, thi gian ti trng t, lm thno bo traffic ti cc a im ny?A: -Lch thi ca cc trng, v ngay trong 1 trng, 1 khoa thng c sp xp, phn btri, xen kv gi u nhau nn slng sinh vin n trng trong tng ca hc thi ituy c st gim nhng c tnh theo kho st khng st gim qu 30%.

Vi vic la chn cc a im trng ln, c s lng sinh vin ng, cng gip cho lu

traffic skhng bnh hng nhiu.* C thlu la chn cc trng c k tc x sinh vin ngay ti hoc gn trng m bo tra

Ngn sch


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gDtr chi ph

Cng vic Hng Mc Chi ph (VN)

Truyn Thng Th

ng Hi

u Online (Digital) 110.00Offline (Direct) 20.00

Creative, Copywriting, Management 40.00

Kch Hot Thng Hiu Giy php 18.00

a im 340.00

Setup 215.00

Nhn s 340.00

Sa cha v vn chuyn 250.00

Tng 1.333.00

Ph Qunl 5% 66.65

Tngchi ph 1.399.65

nhgi


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g

Awareness

Consideration

Trial

Repeat

Loyalty

Reach

Traffic

Sign Up

KnockOut

150.000 ngi

15.000 ngi

1.500 ngi

150 ngi

6 ngiFinal


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CHN THNH CM N

Lin h


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CNG TY TNHH TVN GII PHTRUYN THNG THNG HIU VIT N

a Ch: S37/89 Thnh Quang- Ty Sn nga- H

in Thoi: (+84)4 66 801 8

Email: [email protected]/ Website: www.ilightis.c

Hotline: 0914 163 336- Mr. Tung Ngo (Event Manag
mailto:[email protected]://www.ilightis.com/http://www.ilightis.com/mailto:[email protected]


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CHT LN I, CHNGI NGNG C

Hsc thc hin bi: iLIGHTIS - Vietnam BCSC Co., Ltd

Kế hoạch truyền thông và kích hoạt thương hiệu

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