Brand Marketing Plan Creative Interior Decoration

Outline 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 trend SWOT Analysis Economy condition Social

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 th e best solution Social trend People tend to use modern, stylish product.

Economy condition Affordable price is the most consideration Law and Regulation WTO creates opportunity to develop decor industry Government encourages purchasi ng

Competitors focus model, price; the demand of expanding living space is not hold in esteem. Famous brands are too expensive wh ile the models of affordable products are not multiform. The biggest consumption in the market comes from small shop with no brand Most of Vietnamese brands foc uses on exporting product for profit and make light on domestic market and ignor e branding. Most of Vietnamese brands are most familiar with domestic customers

Creative in designing, affordable price Multifunctional product Premium service: consulting for designing, design based on science of the winds and waters and fortune erial with which customers believe in Alinia brand Each product has sample mat

Geographic Demographic Target segment

Consumer insight: Customers like to increase their living space , and they care about nice models, quality, and price when buying interior decoration.

Segmentation: Geographic: - Domestic: Citizens ( HCMC,HN, Da Nang.) - Global mark et: EU, Japan, USA, China

Segmentation: Demographic: Age 25-50 27-40 Income (million VND) 5-10 5-13 Characteristic Intellectual and like to experience new things. Love beauty

8c2a7b6e 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. Th ey 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 cu stomers comfortable living space by saving every centimeter square.

Objectives: The 1st year Relationship with trading partners Recruit intelligent designers. roduction 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: Space your World UP. Core value: Creativeness makes us different

Position statement To people who live in urban and have average income in comparison with the most of population, Alinia is a brand of creativeness. We will help you use your spac e efficiently because like you, we understand the urgent demand in using space.

Ad on newspaper and magazine Public Relation & Sponsorship Print brochure & Guid ebook Direct mail Trade Promotion Event Internet Ads Word of mouth Showroom

Newspaper: Tuoi Tre ( read most by the South residents), Cong An Nhan Dan (most popular in the North) Magazine: Kien Truc & Doi Song, Tiep Thi & Gia Dinh

Creative, artful, professional and effective description. Show them the creativeness and benefits of Alinia. This increases positive image of Alinia in customers mind in resulting.

High discount rate higher to attract wholesalers and retailers. st sales. Vacation, commission when they reach highe

Invite journalists to come to our press conference Our green-plan is designed to develop forest area

How comfortable you are in 20 square meter room? Event for wholesalers and retailers VietBuild and Expo fair to build relationship with customers, trading partners, communication partners, etc.

E-Mail Marketing. We will buy list of email address of companies related to building and decor industries, and target custom ers.

E-News: Vnexpress.net, 24h.com, etc. SEO: search engine optimization (Google, Yahoo, Live , etc.). Famous e-commerce websites such as Alibaba.com, Ebay.com etc. Exchange website: raovat.net, 5giay.vn Social Network: Y!360, facebook.com, myspace.com, b logspot.com

Alinia website is e-commerce channel Design: friendly and should be familiar. shop.

Virtual space (3D) as they really do as

Updated frequently Game online on website related to our products so that customers can relax and get Alinias information simultaneously.

Games Azada Hidden Expedition Amazon

Every employee is cell of organization Understand message of Alinia Channel transfer to their social network

HCM: Ly Thuong Kiet Str., Dist. 10 Ha Noi: Me Linh Plaza

Plan

Tools Ad on magazine Print brochure & Guidebook 1 x x xx 2 x 3 4 x x 5 6 7 x x 8 9 10 11 12 x x $ 60,000 20000 Trade Promotion Public Relation Sponsorship Direct mail Event xx x x x x x x x x x x x xx xx xx 250000 5000 12000 1000 x xx X x x x x x x x x x x x x x x x x x x x x x x x x x x x

x x x x x x x x x x 50000 Internet Ads Showroom Word of mouth Total 50000 100000 0 548000

Members of group one Vo Le Duy BA060087 Le Minh Hai BA060089 Nguyen Thuy Anh Thu BA06014