Professional Documents
Culture Documents
Intech Group is a leader in automation, industry and technology in Vietnam. With modern equipment, along with
a team of highly specialized engineers, professional production management, Intech Group brings high quality
products, delivery schedule ensures to meet other requirements and needs.
INTECH'S USP
STRENGTH WEAKNESS
INTECH has the ability to build the world's highest level of INTECH has little practical experience working in the
clean room, INTECH affirms determined to be able to do Indian environment, which will cause many difficulties
every level of cleanroom that customers need. and obstacles when gain trust and credit with Indian
INTECH is an experienced enterprise in building clean market.
rooms in the field of Electronics. Brand positioning in the international market is still not
INTECH has an ecosystem of member companies, each really clear, customers need more when choosing a
company specializes in construction, production, foreign cooperation partner when there are many
maintenance, and automation,... This helps INTECH to alternatives available in the country.
have the ability to deploy from the ground up. to the end
for cleanroom construction. Meanwhile, INTECH's
competitors cannot take a such initiative from start to
finish.
POSITION Intech benefits from the company's diverse ecosystem with many
member companies in many fields, which enables Intech to provide a
hoilistic solution for its cliens.
COMPETITOR ANALYSIS
Media channels: 1-Owned media: Website 2-Shared Media channels: 1-Shared media: Linkedin, Facebook,
media: Youtube 3-Earned media: Indian's B2B Whatapps 2-Owned media: Website 3- Earned media: Indian's Media channels: N/G
commerce platforms (TradeinIndia,...) 4-Paid media: B2B commerce platforms (TradeinIndia,...) 4-Paid media: N/G
N/G Communication tactics: N/G
Communication tactics: 1-Participating in professional events/
Communication tactics: Participating in professional exhibitions, such as Uganda Pharma & Healthcare and INDIA LAB Creative assets: N/G
events/ exhibitions in many countries such as Berline, EXPO 2022, to showcase clean room technology solutions 2-
Egypt, SRILANKA, and BRAZIL Blogs on Linkedin on Food, Health, and HVAC maintenance
Creative assets: a Video-docummentary introducing Creative assets: an iTVC introducing Lennox's products,
ICLEAN's histroty, products, teams, industry segments, founders, teams, industry segments, and clients and projects.
and clients and projects.
OTHER TOP COMPETITORS IN INDIA HAVE EMPHASIZED ITS SUPERIOR PRODUCT QUALITY
AND SERVICES
Media channels: 1-Shared media: Linkedin, Facebook, Media channels: 1-Shared media: Linkedin, Facebook, Media channels: N/G
Twitter, Youtube 2-Owned media: Website 3-Earned Whatapps 2-Owned media: Website 3- Earned media:
media: Indian's B2B commerce platforms (TradeinIndia,...) Indian's B2B commerce platforms (TradeinIndia,...) 4- Communication tactics: N/G
4-Paid media: N/G Paid media: N/G
Creative assets: N/G
Communication tactics: 1-Participating in professional Communication tactics: Blog on website to provide
events/ exhibitions, including Mahatech Exhibition information and knowledge about cleanroom
Vadodara, to showcase clean room products 2-Blog on
website to provide information and knowledge about
cleanroom Creative assets: Videos introducing Blue Sky System's
products
Creative assets: Videos introducing Kaizen's products and
services.
COMPETITOR ANALYSIS Indirect competitor
GENERAL COMMENT
Indian clean room manufacturers have invested considerably in communication, building a trusted, professional, and
reputed partner, thereby increasing the competitiveness of the brand in the market.
Intech's Vietnamese-based competitors have made methodical investments in communication activities to create brand
image and increase brand awareness.
POINT TO WIN
Almost all the companies that provide the same clean room service, all offer the same service packages,
so the success point is in the difference
in communication.
IN CONCLUSION, WHAT ARE BRAND ISSUES AND CHALLENGES THAT INTECH IS FACING?
CONCLUSION
The INTECH is a Vietnamese Although Intech has established Most of the people when entering
company that have not much its position as "Provide Total a new country, they tend to choose
experience working in India Solutions For Investment", Intech companies that are their countries
market, so its brand awareness is have not communicated this or entering countries.
currently low in India. position properly.
Vietnamese companies have not Indian competitors have impressed INTECH needs to show off its
been recognized for their work and audience with their credentials and professionalism at work and
ability in the engineering and professionalism, with a good process from A - Z helping all
technology field in the global market. communication strategy. customers manage while they are
not in that country,
02.
COMMUNICATION
STRATEGY
CAMPAIGN OBJECTIVES / TARGET AUDIENCE / INSIGHT
/ STRATEGIC APPROACH/ BIG IDEA
MAP JOB TO BE DONE
"Provide Total Solutions For Investment", Intech Provide standard production environment
have not communicated this position properly. Competitive landscape: INTECH cleanroom with high technology
Most of the people when entering a new country, → →
the most modern cleanroom and experienced insurance long-term.
they tend to choose companies that are their Differences target audience: besides pharma cleanroom in India, companies
countries or entering countries. that build cleanrooms have little experience in electronic cleanrooms —>
opportunities for INTECH
OBJECTIVE CAMPAIGN
Increase brand awareness for INTECH in the India market during 3 months
in 2024 (recognized by 274 electronics company ~ 75% of market)
FIRMOGRAHIC:
Industry: Electronics Manufacturing Industry.
Scale: Medium and large clean room construction
Business development: Businesses who want to open new production lines in the electronics industry in India:
+ Vietnamese-based companies and international companies who want to expand their business into India
+ International companies who want to invest in the Indian market.
TARGET AUDIENCE
DECISION
BUYER
MAKER
It can be seen that the decision-maker plays a pivotal role
in the buying process. However, as this is a completely new
market for Intech. Low brand
awareness makes it difficult
INTIATION INFLUENCER END USER to help brand information
reach the decision-maker.
Therefore, the role of the gatekeeper - who holds and helps
pass information to the decision maker is nearly important.
GATEKEEPER
DECISION MAKER
CENTRE organization.
Someone who makes the final call and approves the END-USER
purchase. A user is someone who will use the product and needs
it.
PRIMARY TARGET AUDIENCE
AUDIENCE
TARGETAUDIENCE
FIRMOGRPHICS:
Age: 30 - 60
Job position: Project manager, CEO, CFO, Investors
TARGET
Organizational goals: Make effective decisions to help businesses optimize costs and maximize profits in a time
and limited situation
Personal goals: Gain people's respect by completing the project well, make the right decisions
BEHAVIORS
Careful - takes a long time to make a decision
Consult with many people INFORMATION PREFERENCES
There is not much free time, so the information The content has been distilled, short,
research stage will often be assigned to concise but still full of information
subordinates (who act as gatekeepers) Objective and multidimensional information
Informative and useful
SECONDARY TARGET AUDIENCE
AUDIENCE
TARGETAUDIENCE
FIRMOGRPHICS:
Age: 30 - 60
Job position: Receptionist, Secretaries, Administrative assistants, Middle management, Researcher....
TARGET
Organizational goals:Collect and manage information, filter unnecessary information before sending to
decision-maker, to help speed up the decision-making process and save project time.
Personal goals: Gain the trust of superiors by providing valuable information
BEHAVIORS
Join social networking platforms like linkedin, Twitter
Often use search engines like google to find information
Other sources of information income: financial/economic
newspaper, word of mouth
INFORMATION PREFERENCES
Full, detailed and clear information- Information related to
the market, competitors
Valuable information that cannot be found through google.
TARGET AUDIENCE
BOTH FOR PRIMARY & SECONDARY TARGET AUDIENCE
The chance to capture the market share in electronic manufacturing market.Indian aim to reach $300
billion worth of electronics manufacturing and exports by 2025-26 -- nearly four times the current
$67 billion, which means the market of electronics manufacturing is expected a rapid growth from
2023 - 2026. (timesofindia)
DRIVERS
All the businesses who want to enter India electronics manufacturing market wish to take full
advantage of the growth. They hope to enter the market when it hasn’t been clearly differentiated to
have more opportunities to occupy market share. This is a great opportunity for enterprises to seize the
opportunity to become market leaders.
- Services provided are not diversified, do not meet technical needs - Long construction time
BARRIERS
- Difficulty in communicating with buyers - Insufficient reputable partners
FEARS AND - Risks from the external environment make the construction process difficult
CHALLENGES - Fear of product failure after installation is completed, it is difficult to find maintenance services
INSIGHT
INSIGHT
We want to enter India electronic manufacturing market as quickly as possible to increase our chances of
capturing market share. Therefore, we want to find service suppliers that have the capability of providing full-
packing clean-room building service in a time-limited condition to minimize the implicit cost.
STRATEGIC APPROACH
INTECH POWER
The world's most INSIGHT
advanced cleanroom
technology
STRATEGIC APPROACH
INSIGHT
leverage Intech’s strengths and experiences, we position Intech as a group specializing in building Electronic clean
rooms when first entering Indian market. Intech’s communication would focus on functional benefits to inform our
clients about the capacity to manage project and the expertise in manufacturing electronic clean room.
As businesses aim to capture market share in an emerging yet highly
competitive market, they prefer partners providing cleanroom
construction service in a timely and cost-saving manner.
The truth is, when two different businesses works together, it is essential that
partners can understand other’s specific need and deliver strategic solutions.
In order to do that, the process of working together needed to be well-
managed and be in harmony.
BIG IDEA
BIG IDEA
KEY MESSAGE A ONE-STOP SERVICE FOR
HARMONIZED PROJECTS
INTECH has oraginized many INTECH has implemented digital INTECH has attemped to reach
events and exhibition to build marketing strategies including cutsomers in where they works
relationship with public and Google Ads, SEO, Email Marketing, and most likely to look for
impress potential customers. and Social Media Marketing. cleanroom constrution partners
KEY HOOK PR
Brand event
SUPORTING TACTICS
Social/Digital Content, iTVC on YT Social/Digital Content
KPI Reach: 10.000 Target audience Engage:800 Target audience Retain: 200 TA
PR
INTECH -
A PRIME HARMONY FOR E-LEADERS
DAINIK JAGRAN Dainik Jagran is one of India's most widely read Hindi-
language newspapers. The newspaper has over 1.6 crore
copies, making it the largest circulated daily newspaper
in India.
Sources: https://www.similarweb.com/website/jagran.com/#demographics
PR
WHICH PR CHANNEL SHOULD BE USED?
Sources: https://www.similarweb.com/website/timesofindia.com/#overview
360 EXPERIENCE
499
360 VR Tour is created from linking
together 360-degree panoramic BENEFIT FOR COMPANY:
photos as a virtual reality tour. The conversion is 3x higher (specifically in the click-through
From a 360-degree perspective, rate, you have to click on the content to see it).
these images provide an accurate The review rate is 30% higher.
and realistic view of real space. 70-300% increase in user engagement
360 EXPERIENCE
OBJECTIVE
Create relationships with clients to increase
awareness that INTECH is the leading brand in
cleanroom for electronic industry
Create environment to promote business offering
Help more people to learn INTECH and start
associating INTECH with other industry thought
leaders.
OPERATION:
Call for co-hosting with leading units across the country such as real estate company, e.g. DLF Ltd (Top 1 Real
Estate Companies in India 2022)
Call for sponsorship from leading units which want to exhibit their product related to electronic cleanroom.
A full range of cleanroom technology products will be displayed.
INTECH will offer an attractive combination of product exhibition and conference
ACTIVATION
BUILDING THE PATHWAY TO ELECTRONIC INNOVATION
EVENT/ WORKSHOP
CONTENT: 4 KEY THEMES
(1) Electronics and advanced developments (2) The upcoming cleanroom changes Duration: 2 days