furniture-brand-project-group-one-1225337466728150-8

Brand Marketing PlanCreative Interior Decoration

Outline 7. Q&A 6. Mersure 5. IMC 4. Brand identity 3. Consumer insight and segmentation 2. Brand/product concept 1. Market Overview

Demand trend Social trend Economy condition Socialtrend 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 conditionAffordable price is the most consideration Law and RegulationWTO creates opportunity to develop decor industryGovernment encourages purchasing

 Competitors focus model, price; the demand of expanding living space is not hold in esteem. Famous brands are too expensive while the models of affordable products are not multiform. The biggest consumption in the market comes from small shop with no brand Most of Vietnamese brands focuses on exporting product for profit and make light on domestic market and ignore branding. Most of Vietnamese brands are most 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: Age Income Characteristic25-50 (million VND)27-40 5-10 Intellectual and like to experience new things. 5-13 Love beauty

8c2a7b6e 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

Vision Mission ObjectivesBrand 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 statement To 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 & Sponsorship Print brochure & Guidebook Direct mail Trade PromotionEvent 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 higher to attract wholesalers and retailers. 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 email address of companies related to building and decor industries, and target 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.





Games Azada Hidden 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 magazine xx x x x 60,000 20000Print brochure & Guidebook x x x x 250000Trade Promotion xx xx x x x x x x x xx xx xx 5000 12000Public Relation xxx 1000Sponsorship x x 50000 50000Direct mail xx 100000Event Xx 0 548000Internet Ads xxxxxxxxxxxxShowroom xxxxxxxxxxxxWord of mouth xxxxxxxxxxxxTotal





Members of group oneVo Le DuyBA060087Le Minh HaiBA060089Nguyen Thuy Anh ThuBA06014