RecapeventSOYOUTHINKYOUCANPLAN

Vongyth7cuitun(29/7)vaqua,TMtchskinSoyouthinkyou
canplanCchxydngnnmtbnkhochtruynthngtchhptheochun
cctponaqucgia?vchoccbnthamdthchnhnhgi,phntch
unhcimcamtIMCPLANthct.

Buieventdinravisgpmtkhngcanhngbnyumarketingnt
nhiutrngkhcnhau.

Mubichias,AnhHongThchgiithiunccbntngquanvcch
thcxydngIMCplanhiuqu,vmihotngbaogmnhngphnno,
vnghacatnghotngrasao.

1. Objectivessetting
Businessobjective:
Salesobjective
Financeobective
Marketingobjective:Thayihnhvingitiudng,manggitrnhtnh
Penetration
Frequency
Consumption
Communication/Channelobjective:Thayithi,nhnthcngitiu
dng
Awareness
Value
Benefits
2. Targetaudience
Targetconsumer
Channel
Brandobjectives(thnglitngkhchhngtrungthnh)

3. Insight
Brandconsumerinsight
Consumertruth
Consumerlifestyle
Consumerasshopper
Consumerandmedia
Categorytruth
Marketdefinition
Markethabits
Marketdrivers
 Brandtruth
Brandimagine
Branddeliver
Brandcommunication

Tipn,lphnthchnhnhgi,phntchunhcimcamtIMC
PLANthctbrandHuawei3teamlnthuyttrnhvcchAnhThnhnxt
vphntchchitittngphncacase.

Diylphnlgiichititimmnh,imyucaIMCplanbrandHuawei:

4. PhngiicasebrandHuawei
Cchtipcncabigiicase:
Brandobjective,marketingobjective,communicationsobjective,target
audience,insight,campaignbigidea,developmentplan

Brandobjective,marketingobjective:ulinquannsales

VCommunicationsobjective:vacmtfunctionalityvcmtv
emotional
Mtfunctionalitythnhtlphntchexperiencevduhiuchotarget
audiencenhnbit
Emotional:mnhmunbuildbrandawarenesschomingibit,bn
cthgipchoh,tngstringhimcangitiudngtrnin
thoi.
=>Communicationsobjectivetrongbithkhlr.

Vmttargetaudience
Chacsecgmentationphnchiarcitargetaudiencedefinel
competitorcamnhanglmgmnhnnlmgkhc.
Snhmlngiahaiitnglhcsinhvngimiilmthtarget
audiencemnhkhngchiatheotuimnnchiatheotmk.Millenials
(1830)tmlcsgingnhau,thchsselfie.Huaweichnractnh
canhmitngny.Thnhththchlmnhnggthhinbn
thn.Th2lmunclptch.Th3lmingycmtcmhng
gmil.Th4lmongmunmingithylmnhcthnggp
cgchoxhi.cbitlhcnghanhthnovihuawei.

Insight:
TargetaudiecelinquartnhiuninsightvphixcnhcTarget
audiecethmicthtmcinsight,tmlcahvcnhngchin
lcphhpvitml.
Insightgmintegrationvrecognition:Integration(chngtbnthn)v
recognition(munlmtphntrongcngng,munkhcbitvi
nhngthnhphnkhc)

Campaignbigidea:
Khimcbigidea,munnhgitthaykhng?Trlicccuhi:
cibigideacngviinsight,targetaudience,cdeliverc
brandobjective,communicationsobjectivehaykhng.
Campaignbigidea:trlicrngmingithchselfie,mingi
munlmtphncacngngselfie,hhappyvtrongnhc
mnhvHuaweigiphiubngcchtolinkngnhngbcnh
emotional.

imyu
Vbusinessobjectivevcommunicationsobjective:Huaweithiuici
stringhimmhuaweiemncchoconsumer
VRoadmapcacampaign,sdngcelebritiesendorsersvcc
channel(teaser,preorder,,launching,postlauch)ccactivitieskhngc
th,hotngxoayquanhselie,funny,nhngchalmcskhc
bitcaHuaweisoviccsnphmkhcnhoppo,iphone,nhv
huaweinhthno,khimkhchhngtringhimnhnghotng,
ngitabitlcahuawei.

immnh
nhtrngnhucutmlcaitngmillenials,thchselfie,thch
lmmtphncacngngselfie.

Phncuichngtrnh,dingitrctipgiipthcmccaccbnvchias
chnthtkinhnghimnghnghipcabnthn,nhtliviccbnmibt
utmhiuvnhhngnghnghiplnhvcMarketingny.

Bncnh,chThcchiasthmvltrnhnghnghiptiUnileversaukhi
vamiratrngvcchbtutmkimcngvictrongngnhmarketing.Ngoi
ra,chcngiipthcmcngnhmarketinglnhvcxhi

iuquantrngcnchkhilnideachomtIMCplanvvnxhisnng
lncatritlcnxcnhrobjectivevnxhicntc:Mi
ngidncnthcchinnytoncuangnngln.Cth,chngtacn
gimlngchtthitrongcucsngvtrongmitrng.

Communicationobjectivelcntcngmingicnhnthcvthayi
cithiquen:ixemyti,ib,xecngcng,xepnhiuhn,khuynkhch
mingigimnnglngsdnghngngy,iuchnhmylnhnhitcao
hn

Saumnhxcnhncitargetaudience:nhngngitrctipbnh
hngsquantmnhtnvnnnglncatoncu,g iitr,cththay
inhnthctrongnhngthhtiptheo.Bitctargetaudince,saun
insight:tmhiuciththchnotargetaudiencekhnglmc,khng
chuynithiquennhmnhmongmun.Khitmcinsight,tmcldoth
sracbigidealmsaomingicthlmiutthn.iuquan
trng2ch:
Thnht,IMCplanxhiskhcIMCplansnphmvtargetaudiencecs
quantmnsnphm,cihcnhngngy,cnvivnxhithmnhphi
quanstnhiuhn,nlmtcitcquantm.cnglkhkhnlm
mtIMCplan,giiquytvnnythideacacamnhphithtsntng,
tmracicchnhvotmlnhngiuhquantmclinquannvn
xhi.
Thhai,vnxhiphicsngtincy,vdnhscmtcachnhph,
nvmitrngthnsxcnhnchnhthngcavnny.

AnhThchcaravilikhuyndnhchoccbnyumarketingtkinhnghim
cabnthnlmuntheomarketingtrchtphiyungh,bnlmqua
nhngvicgthhinskilleadershiphaycha,mnhkhngcnthitphic
kinhnghimlmmarketing.

VichTh,chbtulmvictiUnilevertchngtrnhUnileverfresh,khi
btulmvicquachngtrnhny,ccbanjsexlmvictiphngban
marketing,sau6thngscchnhthcvolm,lmvtrExecutive1nmsau
lnABM...CcbnsinhvinmiratrngmongmunclmtiUnilever
thngc2conngmchbit:UnileverfreshProgramvUnilerverFuture
LeadersProgramvnhiucchkhckhibnmunlmvictiUnilever,ngoira
cncrtnhiucngtykhccthrnluynchobncknngvkinh
nghim.SaubncthapplyquaUnileverphhpvivtranglmvicca
mnh.

Quaphnchiastrn,ngoiviccbitthmccvndngmarketingvovn
xhitIMCplanchosnphm,ccbncbitthmvchisnghip
camnhticctponaqucgia.