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PUBLIC RELATIONS PLAN

K HOCH PR

INTRODUCTION PRODUCTS STRATEGY

TEDDY BEAR

Xut hin ti M t nm 1902 Gn gi vi tr em, theo chng i khp ni L hnh mu th nhi bng lu i & truyn thng Mang tnh ngh thut dnh cho ngi ham m su tp

PLAN

Lm rt th cng, t thit k cho ti nhi bng v may

INTRODUCTION PRODUCTS STRATEGY

TEDDY HOUSENGI NH CA NHNG CH GU D THNG


TEDDY HOUSE xut x ti M, sn xut ti Thi lan cung cp 4 th trng chnh l Thi Lan, Vit Nam, Malaysia & i Loan

PLAN

TNH CCH THNG HIU


BRAND CHARACTERISTICS
Thn thin (Friendly) Sng to (Innovative) C tnh (Personality)

KHCH HNG MC TIU


CA TEDDY HOUSE
Tr em la tui cp 1 (t 7-11 tui), yu thch gu v thch su tp.

M rng: ngi ln, ngi chi


gu - Nhng ngi yu thch s trong sng ca tui th.

INTRODUCTION

GU BNG

PRODUCTS
STRATEGY

Gm gu trng, gu nu v nu nht, gu mang


hng thm
Mi ch gu ra i c nhiu kch c, mu sc, cht liu
khc nhau, mang mt tnh cch, dng v v tn ring.

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Martie
mm mi v ng yu

Erika
lu lnh v nghch ngm

Rose
vui v v thn thin

INTRODUCTION

PRODUCTS
STRATEGY

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Nhiu ci tn khc nh: Toby, Tambo, Andy, Willy, Eddie, Phillip, Teddy Messenger, Teddy in Love, K-nut, Joseph, Happy. V nhiu ch gu cha xut hin th trng Vit Nam: Ken, PP, Honey, Sandra, Tom, Jo Jr )

INTRODUCTION

CC PH KIN

PRODUCTS
STRATEGY

Gm trang phc (qun o, giy dp, m nn, ti xch ),


dng c th thao, vt dng gia nh
(gi cc loi, tp d, nhc ni, lt ly da )

PLAN

Cc ph kin ph hp vi tng ma, tng tnh hung,


hon cnh, ngh nghip, cc ngy l

B su tp rt phong ph, a dng, c o


m bo cho nhng ch gu yu thch lun xinh p v ng yu.

INTRODUCTION

DCH V
Bnh vin Teddy

PRODUCTS
STRATEGY

Teddy Clinic
Lm theo yu cu

PLAN

Make To Order

INTRODUCTION

S KHC BIT
Chc nng sn phm

PRODUCTS
STRATEGY

PLAN

1. Teddy House l mt B

su tp

Gip tr gn b v yu qu lu di hn. 2. Tr c th thoi mi la chn trang phc v yu cu thit k trang phc cho Gu Gip tr pht huy tnh sng to v nh hng phong cch c nhn

INTRODUCTION

S KHC BIT Cm xc
mang li:

PRODUCTS
STRATEGY

1. Mi con gu l mt

x hi thu nh c tn v nt vui bun khc

tnh cch khc nhau to mt qun th thng nht. 2. Mi con gu u th hin nhau. Qua , gip tr bit

PLAN

quan st v nhn xt

cm xc ca nhng ngi xung quanh.

INTRODUCTION

NH V
S nh v thng hiu Teddy House

PRODUCTS
STRATEGY

PLAN

INTRODUCTION PRODUCT STRATEGY

NH GI TNH HNH

Khch hng cha nhn thc c gi

tr cm

xc m sn phm em li cho con ci ca h.

Khch hng cha hiu r v s


PLAN

khc bit ca

sn phm: c mt b su tp; mi con gu khc nhau v tr c th pht trin phong cch c nhn qua sn phm.

Sn phm kh c in v cha tht s gn gi vi


tr em Vit Nam. Cn khc phc Teddy tr nn sng ng v gn gi vi cc em.

Knh qung b hin ti ch yu ti im bn, cn


pht trin cc knh truyn thng khc, khai thc ti a nhu cu mua sm chi cho tr em Tiu Hc

INTRODUCTION PRODUCT STRATEGY PLAN

XC NH MC TIU
Gn kt vi Gip h nhn thc rng House l c mt b khch hng Teddy su tp gu vi nhiu tnh c cch v tn gi khc nhau
Lm cho h tm n Teddy Thu ht nh mt gii php la khch hng House chn chi ng n v mi thch hp cho con mnh

MC
TIU PR

Pht trin gi tr xc cm

Mi con gu s l ngi bn c tn (do tr t), c ngy thng nm sinh (ngy mua) v c tnh cch m tr thch

Kh nng nhn bit Chim nhn hiu Hiu bit v Chim sn phm

60% 70%

INTRODUCTION PRODUCT

XC NH NHM CNG CHNG

i tng 1: STRATEGY Hc sinh Tiu Hc (8-11 tui) PLAN

i tng 2: B, m tui 33 45 tui

Sng thnh ph, th x


Thch xem truyn hnh C nhng vng mc trong vic gii quyt v pht trin cc mi quan h bn b, cn c gii p v chia s

Sng thnh ph, th x


Thu nhp > 500 USD/thng. Quan tm n i sng tinh thn ca con v mong mun con t lp, bit quan tm n cm xc ca ngi xung quanh

INTRODUCTION PRODUCT STRATEGY

PHNG TIN TRUYN THNG


Knh truyn thng chnh l chng trnh Gameshow cho tr em c tn:

Ngi nh ca nhng ch gu d thng.


Mc ch: hnh nh Teddy s gn gi hn vi cc em, l knh qung b cc hot ng PR ca d n. Knh Truyn Hnh: Lch pht sng: HTV3

PLAN

20h th 7 Hng tun Pht li : 12h Ch Nht hng tun 30 pht

Thi lng pht sng:

Hnh thc t chc: Gameshow vui nhn, l sn chi cho tr em Tiu Hc cng Ba M v bn b ca chng. Vi cc tnh hung gn gi vi cc em trong cuc sng. Cc knh truyn thng i km theo tng giai on

INTRODUCTION PRODUCT
Giai on I Giai on II
Ba m hiu vai tr ca Teddy House i vi tr em, v

Giai on III
Gy dng cng

STRATEGY

To s quan tm

ca tr v ph
huynh n vic cn thit c mt sn chi b ch gip tr hnh thnh nhn cch, pht trin tnh cch v s sng to.

ng Teddy House
gip cc em giao lu, hc hi v kt bn.

PLAN

mong mun cng


cc em tri nghim vi sn phm.

Thng 08/2010
Hp bo ra mt gameshow Cuc thi Thit k trang phc hc ng.

Thng 11/2010
Phi hp vi Nh trng t chc L Hi mng ngy Nh Gio Vit Nam

Thng 12/2010

Ging sinh Party Teddy House

INTRODUCTION PRODUCT STRATEGY

GIAI ON I:CNG C THC HIN


1. Hp bo Ngi nh ca nhng ch gu d thng

2. T chc cuc thi thit k trang phc.


3. Cc hot ng khc:
Hot ng Activation ti trng Tiu Hc Quc T. a cc tnh hung v Teddy Bear ln You Tube

PLAN

Lin kt vi cc Ca hng Thc n nhanh

INTRODUCTION PRODUCT STRATEGY

GIAI ON I:

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INTRODUCTION PRODUCT STRATEGY

GIAI ON I:
HP BO: chng trnh

Ngi nh ca nhng ch gu d thng.


Mc tiu: Ra mt vi khn gi chng trnh Gameshow mi dnh cho thiu nhi Ngi nh ca nhng ch gu d thng, thu ht s quan tm ca d lun a im: i truyn hnh Tp.HCM Thi gian: 8h30 11h30 ngy 23/07/2010 Khch mi: i din S Vn ha Thng tin i din i truyn hnh Vit Nam ti TPHCM i din ng Ty Promotion i din thng hiu TEDDY HOUSE Gii truyn thng bo ch.

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON I:CNG C THC HIN


CUC THI: thit k trang phc hc ng

B i nm hc mi
Mc tiu: Gip cc bn nh bit c Teddy House c dch v nhn thc hin cc mu theo yu cu ca khch hng nh Ni Dung: Thit k trang phc v to phong cch cho gu Teddy, khng gii hn s lng Thi gian: T 01/08 31/08 /2009 i tng: tr em trn 8 tui, c kh nng hi ha v l hc sinh ti cc trng Tiu Hc Quc T trn a bn Tp.HCM. Hnh thc chm im: public cc bi d thi trn website www.teddyhouse.com.vn. Cc tc phm s c cc em nh bnh chn (tng lng khch hng bit n web ca cng ty)

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON I:CNG C THC HIN


Gii thng
Gii nht: 1 gii Gii nh: 2 gii Gii ba: 2 gii 4 gii ph gm Gii nng khiu, Gii sng to, Gii phong cch, Gii thc tin: Kt qu c cng b vo ngy tu trng truyn thng hng nm (05/09/2009). Cc tc phm ot gii s c trnh din vo m Party TEDDY HOUSE cui Giai on 3.

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON I:CNG C THC HIN


Cc cng c khc
1. Activation ti trng Tiu Hc Quc T. a im: La chn 10 trng Tiu Hc Quc T trng im ca TP.HCM Hnh thc: Mi ngy s c 1 ngi mc hnh th ca gu Teddy House nhy ma, hot no v tng qu cho cc b (c s cho php ca ph huynh ). Mi ngy mt trang phc khc nhau. Thi gian thc hin: 1 tun t ngy 05/09/2010 2. a cc tnh hung v Teddy Bear ln You Tube Cc tnh hung trong gameshow s c chuyn ln You Tube ph huynh theo di ni dung chng trnh. 2. Lin kt vi cc Ca hng Thc n nhanh Lin h vi h thng cc ca hng thc n nhanh chiu cc tnh hung trong Gameshow.

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON II
GAMESHOW v CUC THI B I NM HC MI L HI thi trang mng ngy Nh Gio Vit Nam Cc b s tham gia L Hi Thi trang hc ng do chnh cc bn nh thit k trong cuc thi B i nm hc mi cng cc hot ng c sc nh din kch, ma, k chuyn

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON II:CNG C THC HIN


EVENT: L Hi mng ngy Nh Gio Vit Nam
Mc tiu: Teddy House tip xc trc tip vi i tng. Gip cc b th hin nng khiu ca mnh. C hi gia nh, thy c v bn b i thoi. Gio dc tr tinh thn tn s trng o.
a im: Nh ht Thnh Ph H Ch Minh Thi gian: 19h00 21h00 ngy 20/11/2009 S lng d kin: 1500 lt ngi. Ni Dung: Trnh din thi trang Biu din vn ngh Tng hc bng

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON II:CNG C THC HIN


Cc cng c khc
1. Advertorial: Concept chnh : ngha ca vic ph huynh cng tr tri nghim qu trnh hnh thnh nhn cch v Teddy House gip b pht trin nhn cch Lch ng bi: t 15/10/2010 n 30/11/2010 2. a ln You Tube

PLAN

Chuyn ln You Tube ph huynh theo di ni dung chng trnh.


S lng bi d kin: 9 bi + 1 phng s truyn hnh. S k ng d kin: 12-14 k.

INTRODUCTION PRODUCT STRATEGY

GIAI ON III Gy dng cng ng Teddy House


Ging sinh Party Teddy House
Bui gp g gia nhng ngi yu Gu Teddy ln u tin thc hin ti Tp.HCM. Mi ngi giao lu, chia s tnh yu thng ginh cho gu Teddy v kinh nghim gi gn v chm sc gu Teddy.

PLAN

INTRODUCTION PRODUCT STRATEGY

PARTY TEDDY HOUSE

19

20

24

25

21
22

23

PLAN

INTRODUCTION PRODUCT STRATEGY

GIAI ON III Gy dng cng ng Teddy House


Mc tiu: Teddy House tip xc trc tip vi i tng. Gy dng s lin kt gia nhng ngi cha c, c, ang su tm v yu mn gu Teddy. Ra mt Ban iu hnh Cu lc b Teddy House. a im: Cng vin Vn ha m Sen - S 3 Ha Bnh, Qun 11, TPHCM

PLAN

Thi gian: 15h00 20h00 ngy 23/12/2010


S lng: 1500 lt ngi

INTRODUCTION PRODUCT

NGN SCH
STT Ni dung Tin Lobby, Advertorial, Print ad Ngn sch 10.000 USD

STRATEGY

PLAN

2
3 4 5 6 7

Ti tr game show
Hp bo Cuc thi Event Truyn hnh D phng Tng cng

100.000 USD
10.000 USD 5000 USD 20.000 USD 10.000 USD 40.000 USD 195.000 USD

PHI THC
GIAI ON CHUN B GIAI ON I GIAI ON II GIAI ON III 04/2010 05/2010 06/2010 07/2010 08/2010 09/2010 10/2010 11/2010 12/2010 01/2011 PRODUCT Chun b k hoch Chun b nhn s, k hoch d phng Ngn sch Lp v STRATEGY duyt t tho thun ti tr game Lm vic vi i show Truyn Hnh NI DUNG CNG VIC

PLAN Sn xut gameshow


Print-ad
Advertorial S kin

Tp 1-6

Tp 7-17

Tp 17-22

Gii thiu Cuc thi thit k


Gii thiu Chng Trnh Gameshow

Ti Tr

Activation

Online

Teddy House pht trin nhn cch Hp Bo L Hi gii thiu Nh Gamesho Gio w Vit Nam Hc bng cho hc gii HKI Roadsho Thi vn Roadsho w cc ngh w cc trng trng trng Tiu Hc Tiu Hc Tiu Hc cp nht cc hnh nh mi nht ln You Tube

Ra mt CLB Ra mt CLB Teddy House Party "Teddy House"

INTRODUCTION PRODUCT STRATEGY

KT LUN
Thi gian chun b cho k hoch kh di, ngn sch ln chnh l c m thun li nhng s xung dc ca nn kinh t li chnh l lo ngi rt ln ca nhm nghin cu. V vy giai on cui nm 2010, khi nn kinh t c du hiu kh quan v nhu cu tiu dng ca ngi dn tng cao. l nhng k vng m chng ti mong mun t c.

PLAN

THANKS