Professional Documents
Culture Documents
NI DUNG
1 Tng quan th trng 2. Gii thiu sn phm 3. i th cnh tranh 4. Khch hng mc tiu 5. Chin lc truyn thn g
- Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng
- GDP tng trng qua tng nm - CPI tng gn 11,59% so vi nm 2008 - Cui nm 2009 nn kinh t bt u phc hi sau khng hong ti chnh (Theo ngun TNS 2009)
53.000 im chp nhn th (s lng ang ngy cng gia tng ng k).
Mng li thanh ton quc t vi cng ngh Chip (EMV) tham gia th trng th
93.87%
0.31%
2.22%
3.65%
(Ngun Ngn hng nh nc)
NHN NH
Th trng th ti Vit Nam l ni cnh tranh gay gt gia cc ngn hng bi dch v trong phn khc th t. Th trng th thanh ton cn rt nhiu c hi.
I TH CNH TRANH
u im: - Th tc pht hnh th nhanh chng, t phc tp. - L ngn hng quc t nn th nhn c s tnh nhim cao khi s dng nc ngoi. - Dch v chm sc khch hng tt. Nhc im: -Ph cao. -Li sut cao 2.25%.thng
VIETCOMBANK
u im: -VCB dn u th trng th thanh ton. -C lch s lu i nn c nhiu ngi bit n v tin tng s dng dch v -Ph thng nin thp (100.000/th chnh v 50.000 / th ph) Nhc im: -t chng trnh khuyn mi. -Chnh sch chm sc khch -hng cha tt
1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng
-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng
Nhu cu
Tm
Mua
Thanh Ton
Vai tr im bn: Rt quan trng trong vic to s thun tin cho ngi mua
Ch Th
Mong mun s dng cch thc thanh ton thun tin an ton
Xu hng v thi quen tiu dng ngi TPHCM Thch mua sm ti cc siu th, trung tm mua sm. Thch tham gia cc chng trnh khuyn mi, gim gi. Thch mua sm sn phm c thng hiu. C thi quen i mua sm, n ung cui tun.
I TNG 2: CH TH
Gii tnh: N tui: t 23 tui - 55 Thu nhp: T 6 triu tr ln Ngh nghip: Nhn vin vn phng, gii kinh doanh a bn sinh sng: TPHCM
TM L CH TH
Nhn thc: hiu bit, nm bt thng tin nhanh chng Mi trng: giao tip v mua sm thng xuyn vi internet, bo..
Phong cch: sng hin i, nng ng, snh iu, th hin mnh S thch: lm p, caf, shoping, phim, spa, nh hng khch sn, du lch
Nhm tui: N 25-55 tui Thu nhp : 6 Triu tr ln Ngh nghip: Nhn vin vn phng gi kinh doanh Sng ti TPHCM
NHN THC
TM L
THCH THC - Thch s dng tin mt - Suy gim kinh t - i th cnh tranh nhiu
1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng
-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng
Mc tiu truyn thng - To s nhn bit v Ladies First Visa Card trn din rng - Ladies First Visa Card s in su vo trong tim thc khch hng mc tiu nh mt gii php hon ho cho vic thay th tin mt v c hng cc chng trnh u i
THCH THC
Hnh nh nhm ti
Ni dung
im xut hin
Hnh nh & thng ip xut hin hiu qu ti cc ni d tip xc vi khch hng (im tip xc)
BN L PHI N? HY CHM SC V NUNG CHIU BN THN TT NHT VI TH TN DNG VISA LADIES FIRST
SLOGAN
Phc v nhu cu thit yu: in, nc, gas, go, internet, im vui chi gii tr: nh hng, bar, caf, spa, cinema im mua sm: siu th, trung tm thng mi, shop
Mc tiu - Xy dng mi quan h vi im chp nhn th m rng mng li thanh ton rng ri Cng c truyn thng - Hi tho - Quy m 100 khch mi i din cho cc n v chp nhn u i cho ch th - Ni dung: - Li ch mang li cho n v chp nhn th - Gii thiu Trade Promotion
Mc tiu - Gii thiu sn phm Ladies First - Cc tnh nng u vit ca Ladies First - Gii thiu phng thc thanh ton mi trn th trng Cng c truyn thng - Thng co bo ch - Post bi vit v sn phm trn tp ch, bo in t, din n, mng x hi. - Treo banner qung co
--
Khch hng mc tiu sn sng s dng Ladies First Visa Card giao dch v thanh ton.
Media Planning
Tn Bo
Colour Mu sc
Circulation Lng PH
n gi
Bo - Newspaper Thanh Nin - Daily Tui Tr - Daily Tp Ch - Magazine Thi Trang Tr - Friday p Herworld Elle Tip Th Gia nh Th Gii Ph N 4C 4C 4C 4C 4C 4C 2nd Cover 2nd Cover 2nd Cover 2nd Cover 2nd Cover 2nd Cover Total VAT ( 10% ) Total c VAT Ton trang Ton trang Ton trang Ton trang Ton trang Ton trang 120 40 40 40 121 120 550,000 900,000 900,000 900,000 700,000 650,000 30% 15% 15% 15% 30% 20% 2 1 1 1 2 2 92,400,000 30,600,000 30,600,000 30,600,000 118,580,000 124,800,000 960,182,000 96,018,200 1,056,200,200 4C 4C Inside page Inside page Ton trang Ton trang 462 525 220,000 370,000 10% 10% 2 2 182,952,000 349,650,000
1 Tng quan th trng 2 i th cnh tranh 3 Khch hng mc tiu 4 Chin lc truyn thng
NGN SCH
-Mc tiu truyn thng -i tng khch hng -Thng ip truyn thng -Slogan, TVC -K hoch hnh ng -Media Planing -Bng tng hp truyn thng
Ngn Sch STT A. BT U 1 M tng i 2 o to - Training B. TRC CHIN DCH 1 To chc ho p ba o 2 Thng ca o ba o chi 3 Out of home 4 Internet C.TRONG CHIE N DICH 1 Chng trnh ng k lm th min ph 2 Chng trnh i th min ph t Visa card sang Ladies First card 3 Min ph ph thng nin nm u tin Kt hp cc doanh nghip m th 4 min ph cho nhn vin n 5 Tng Voucher gim gi M webside thng tin th v h tr th. 6 Gii thiu ca hng gim gi, thng tin gi 7 Trao gii cho i l c doanh s thanh ton th cao D. SAU CHIE N DICH 1 Le bo c thm tru ng thng o i vi kha ch ha ng 2 Trao gia i cho a i ly xua t sa c 3 Le to ng ke t da nh cho n vi cha p ha nh the 4 Trao gia i cho chu the co doanh so thanh toa n cao theo quy theo tha ng theo quy theo tha ng 1 1 1 100,000,000 20,000,000 200,000,000 50,000,000 2,000,000,000 1,000,000,000 2,000,000,000 1,000,000,000 1,000,000,000 20,000,000 120,000,000 Ta i kha ch sa n 5 sao Trn ba o tin tc va ba o chu ye u cu a phu n banner, a p phich, t ri New media 1 cuo c 8 10,000,000 1,056,200,200 100,000,000 100,000,000 Phng h tr khch hng gi in gii thiu CHNG TRNH HOT NG DIN GII S LNG
NGN SCH
30 30 100,000,000 100,000,000
KINH PH
70% khch hng mc tiu nhn bit thng hiu Ladies First v tnh nng ca n Nng cao thng hiu ca Sacombank. Pht trin mng li thanh ton th ca Visa
THE END