Professional Documents
Culture Documents
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 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
Income
Age Characteristic
(million VND)
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 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:
Core value:
Total 548000
Members of group one
Vo Le Duy
BA060087
Le Minh Hai
BA060089