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Trung Nguyen Coffee - IMC Plan

Trung Nguyen Coffee - IMC Plan

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Published by Bin Ngo
IMC Plan
IMC Plan

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Published by: Bin Ngo on Jun 19, 2012
Copyright:Attribution Non-commercial

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05/09/2013

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TRUNG NGUYENCOFFEE
By:Tran Thi Anh NguyetTang Buu NguyetTran Kim KhanhTran Le QuangNguyen Tuyet TrinhTran Ngoc Quynh Giao
PROMOTION PLAN PROPOSAL
 
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Table of content
In this section
Introduction ....................................................................................................... page 3Environment Analysis ...................................................................................... page 4Industrial Review .................................................................................. page 4Company and Products Review ............................................................ page 5Competitors Review ............................................................................... page 6Target Market ................................................................................................... page 7
 
Marketing & Communication Objectives ...................................................... page 8Promotion Mix & Budget ................................................................................. page 9Creative Concepts & Ads Sample .................................................................... page 12
 
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12
TROY UNIVERSITYMIMC
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SATURDAY MORNING
 
Introduction
In the 21
st
century, Marketing has been an ultimately powerful means for companies indoing businesses. Marketing has been used for many purposes, but the main reasons are to bootthe sales and to perform better than competitors. Every company has to have a good marketingplan in order to survive. However, the markets have been becoming indifferent products, andfirms must find a new way to do marketing. It has not only been about products, price,promotion, and place any longer. It requires a new method to reach the market, and IntegratedMarketing Communication was born.Integrated Marketing Communication (IMC) uses promotion mix to contact to targetcustomers and maintain the relationship with customers. Advertising is not the only tool butdirect marketing, personal selling, sales promotion, public relation, and so on are used too. Thesetools do not only help to transfer the message about the product to customer effectively, but theyalso can help to build the company brand name and image, and compete well with other rivals.Trung Nguyen Coffee was one of the very soon Vietnamese companies using IMC to doits business. It was a phenomenon that has been reminded until today. However, despite those
effort at the beginning, Trung Nguyen‟s successful is just a memory now. It
needs an effectivepromotion plan to perform well in both local and international markets. Among started the runfor Vietnamese instant coffee, and it was the biggest phenomenon at that time. In this promotionplan proposal, we mainly focus on G7 of Trung Nguyen for domestic market, which has beenfamous not only in Vietnam but around the world.

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