ASM 3 ITA (1)

COMMUNICATION CAMPAIGN And MEDIA PLAN GROUP 4 MEMBER LIST Trinh luong diem quynh nguyen thi cam binh Than trong mai lam nguyen Quynh trang Bui hoang y nhung

COntributors content market strategic market media creator researcher planner researcher planner TTRRIINNHH LLUUOONNGG TThhaann ttrroonngg NNgguuyyeenn QQuuyynnhh NNgguuyyeenn tthhii bbuuii hhooaanngg DDIIEEMM QQUUYYNNHH mmaaii llaamm TTrraanngg ccaamm bbiinnhh yy nnhhuunngg SS33992277112288 SS33992266557777 SS33992266992233 SS33992277228866 SS33889922004411

Table of Contents 01 Background 06 Key Message 02 SWOT Analysis 07 Big Idea 03 SMART Objectives 08 Media Plan 04 Target Audience 09 IMC Tools 05 Insight 10 Evaluation

Background Overall background Silicon Valley-based company (Superstrata n.d.) Sonny Vũ - CEO at Arevo (Arevo n.d.) Christy Le - CFO at Arevo Competitors: Giant Bicycles, Trek Bikes Product The world's first Unibody Carbon Fiber Composite Bicycle (Superstrata n.d.) Lightweight, impact-resistant bicycles Uses thermoplastic and 3D-printing technology Custom built based on sizes and riding styles 01

SSWWOOTT analysis STRENGTH WEAKNESS Exclusive technology Only uses business-to-consumer (B2C) Manufactured in VN model in VN, no showroom in VN (VN Express 2021) Low brand awareness OPPORTUNITY THREATS Post-pandemic -> people tend to bike Competitors: other well-known brands more Consumers care more about Key issues substantial brands (Euromonitor 2021) Low brand awareness: still new to the Vietnam market Niche market 02

Smart 03 objective communication Increase brand awareness to 50% of TA by the end of March 2022. Increase brand recognition to 40% of TA by the end of March 2022. Have 30% of TA gain appropriate information (brand knowledge) about the product by the end of the campaign. action Sale conversion: Increase product sale to 10% in phase 2 and phase 3 (Feb - March 2022) Gain 30% of TA join in the activation event in phase 2 (at the end of Feb 2022). Gain 20% of TA register for product trial in phase 3 (mid of March 2022)

ttaarrggeett aauuddiieennccee Demographic. Psychographic. Behavioural. Age: 30-40 Achievers: buying luxury as achievement Enjoy personalization (Think with Google Class: HENRYs (High earners not rich yet) (Kennedy & Bolat 2017) 2019) Location: Ha Noi & HCM City Prefer brands: social impacts, align with Focus on experience &trials Status: Having family Believe luxury brands signal wealth, status Position in company: senior their value (Rumble 2020) (Kennedy & Bolat 2017) Market population: 1,497M people Hyper-connected (Ali 2018) Benefit sought. Media behaviour. Look for not only aesthetics but also Youtube & Facebook (We are Social 2021) specific functions (Kennedy & Bolat Facebook: stay connected with friends and family 2017) (Ambrose, Meng & Ambrose 2020). Content: travel, wellness, and adventure Individual review before purchasing (Euromonitor International Passport 2020) Common with OOH activities (Kantar 2018) 04 News consumption:TV &digital (Nielsen 2018)

insight People buy luxury items actually pay for the feeling of being unique 05

Key message SSuuppeerrssttrraattaa pprroovviiddeess uusseerrss tthhee sseennssee ooff uunniiqquueenneessss tthhrroouugghh tthheeiirr bbiikkee ccuussttoommiizzaattiioonn 06

Soft sell CCRREEAATTIIVVEE AAPPPPRROOAACCHH Hard sell Tone of Voice Advertisement takes the audience closer to the feeling of uniqueness and being themself when they use our product. Highlight the innovation of the bike Passionate, Inspired and Elegant 07

big idea Cycling your own way with Superstrata Key visual slogan futuristic, sophisticated and unique The best version of U is Unique 08

TTVVCC 1. 2. 3. 4. 5. THE BEST VERSION OF U IS UNIQUE 09

Media Have a view rate of 40% on Youtube Reach around 20% of TA on Facebook seeding Objectives advertising video by February 2022 posts by February 2022 Reach around 30% of TA on Facebook Media plan & advertising posts by the end of February 2022 budget 10

IMC Tools IIMMCC ttoooollss TTAACCTTIICCSS CCHHAANNNNEELLSS Advertising Display Ads Facebook, Youtube Seeding Biker facebook group, CEO’s facebook Public Relations Digital Marketing Elevator ads Luxury apartment Sale Promotion LED screen Buildings PR articles Vn Express, Dân trí, 24h, The thao 24.7 Reviews, unboxing Viet riders channel (46,7K subscribers) Launching event Landmark81 Social Media Post Superstata Bike Facebook page SEO website Superstrata website Point of purchase Retailers (Ride +, Xedap24h, Toan Experiential Thang cycles,...)

Seeding Social Media Post 11,5K members Review 15,5K members 46,8K subscribers

LED Screen Pham Ngoc Thach Elevator Ads HCMC Pham Ngoc Thach HCMC: Hanoi Vincom Center The Lancaster Hanoi: Vincom park place Keangnam Ha Noi Landmark Tower

INFORMATION Launch Event Time: 02/2022 Location: Landmark 81 in HCMC activities Official announcement launching from Superstrata Display bikes Customize bikes

EEvvaalluuaattiioonn Increase brand awareness to 50% of TA by the end of Think with Google (Google search) March 2022 Google Analytics (Website) Increase brand recognition to 40% of TA by the end of March Surveys 2022 Similarweb (Website) Have 30% of TA gain appropriate information (brand knowledge) Surveys, Similarweb (Website) about the product in the end SocialHeat Sale conversion: Increase product sales to 10% in phase 2 and Sale Report phase 3 (Feb - March 2022) Gain 30% of TA join in the activation event in phase 2 (at the Report end of Feb 2022) Gain 20% of TA register for product-trial in phase 3 (mid of Report March 2022) Have a view rate of 40% on Youtube advertising video by Youtube Analytics February 2022 Facebook Business Suite Facebook Business Suite Reach around 20% of TA on Facebook seeding posts by February 2022 Reach around 30% of TA on Facebook advertising posts by the end of February 2022

Thank You!

rreeffeerreenncceess 8. Ambrose, GJ, Meng, J (Gloria) & Ambrose, PJ 2020, ‘Why do millennials use Facebook? Enduring insights’, Qualitative Market Research: An International Journal, vol. 23, no. 1, viewed 5 Jan 2022, <https://www.emerald.com/insight/content/doi/10.1108/QMR-03-2018-0036/full/html > 9. Ali, M 2018 ‘A Look at Vietnam’s Affluent’, Luxury Society, 26 July, viewed 29 December 2021, https://luxurysociety.com/en/articles/2018/07/look-vietnams-affluent. 10. Anh, D 2020, ‘CEO RBNC: Nhiều hãng thời trang cao cấp đang đánh mạnh vào nhu cầu của những HENRYs’, Brands Vietnam, viewed 29 December 2021, https://www.brandsvietnam.com/20373-CEO-RBNC-Nhieu-hang-thoi- trang-cao-cap-dang-danh-manh-vao-nhu-cau-cua-nhung-HENRYs. 11. Arevo n.d., About Arevo, Arevo, viewed 29 December 2021, <https://arevo.com/company?lang=en> 12. Euromonitor 2021, Consumer Lifestyle in Viet Nam, viewed 29 December 2021, <https://www-portal- euromonitor-com.ezproxy.lib.rmit.edu.au/portal/analysis/tab> 13. Euromonitor International Passport 2021, Consumer Lifestyle in Viet Nam, viewed 29 December 2021, < https://www-portal-euromonitorcom. ezproxy.lib.rmit.edu.au/portal/analysis/tab> 14. Kantar 2018, ‘Vietnam: Into the minds of Millennial shoppers - Vietnamese - Kantar Worldpanel’, viewed 29 December 2021,< https://www.kantarworldpanel.com/vn/news/Vietnam-Into-the-minds-of-Millennial- shoppers#downloadThankyou.>

rreeffeerreenncceess 1.Kennedy, G. and Bolat, E., 2017. Meet the HENRYs: A hybrid focus group study of conspicuous luxury consumption in the social media context. In: Academy of Marketing 2017, 3-6 July 2017, Hull, United Kingdom, viewed 29 December 2021, <https://getliner.com/file/pdf/7M8W5WD83YBQ72J4WQPY6MF3Z5> 2.Nielsen 2018, Millennials on Millennials: TV and Digital News Consumption, viewed 29 December 2021, <https://www.nielsen.com/us/en/insights/report/2018/millennials-on-millennials-tv-digital-news-consumption/ ? 3.Rumble, R 2020, ‘Hurrah for the “Henrys”: the new luxury consumers’ The Drum, viewed 29 December 2021, https://www.thedrum.com/opinion/2020/01/15/hurrah-the-henrys-the-new-luxury-consumers. 4.Superstrata n.d., About us, Superstrata, viewed 29 December 2021, <https://superstrata.bike/about-us> 5.Think with Google 2019,‘4 search insights on affluent consumers’ Think with Google, viewed 29 December 2021, https://www.thinkwithgoogle.com/intl/en-145/consumer-insights/consumer-trends/know-your-audience-4-key- insights-what-modern-affluent-consumer-searches-online/. 6.VN Express 2021, Vợ chồng doanh nhân đưa nhà máy in 3D sợi carbon về Việt Nam, VN Express 2021, viewed 29 December 2021, <https://vnexpress.net/vo-chong-doanh-nhan-dua-nha-may-in-3d-soi-carbon-ve-viet-nam- 4236450.html> 7.We are social 2021, Digital Viet Nam, viewed 29 December 2021, < https://datareportal.com/reports/digital- 2021-vietnam>