MARKETING 48H

CHALLENGE
TRAINING IMC PLAN
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1 Plan hiệu quả ?

2 Tìm hiểu về IMC plan

3 Q&A
 01
H O W TO P R E S E N T A N
I M C P L A N F L U E N T LY ?
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02
TRAINING
TRAINING
INTEGRATED MARKETING
COMMUNICATIONS
 MARKETING COMMUNICATION PLAN
I. BRANDING -ATL
II. TACTICAL MARKETING - BTL
CORPORATE CORPORATE SUGGESTION:
COMMUNICATION STRATEGY COMMUNICATION STRATEGY -Operation provide
• Objective for • Objective for new product offer for
1. Operation objectives 1. Operation objectives market @during that
2. Marketing Objectives 2. Marketing Objectives time
3. Communication objectives -Increase trial
4. Communication strategy of brand -Or increase loyalty What does brand do
• Insight/ barrier/ @talk only about -Increase awareness more for before &
that 3. Communication objectives after campaign
3. Key massage 4. Communication strategy of brand
4. Communication channels 5. Key massage
5. Action plan 6. Communication channels
6. KPI 7. Action plan
7. Report 8. KPI
9. Report
Roll of BTL – Strengthen ATL &
Roll of ATL – Branding only
support for Operation
 1 2 3 4
1 2 3 4

BRAND ISSUES KEY SUCCESS COMMUNICATION COMMUNICATION

ANALYSIS
FACTOR GOAL CONCEPT
1.Market insight 1.Key success 1.Objective 1.Target consumer &
2.Brand insight factor 2.Communication Key insight
3.Competitors perception Goal 2.Values offered to
4.Customer insight consumers
5.Profile
6.Dining occasion
7.Competitive analysis
8.Current marketing mix

5 6 7
5
BUDGET
ACTION REPORT ALLOCATION
PLAN
CUSTOMER PROFILE

Age:
Personal income: EATING &
Occupation: DRINKING
Gender: PARTNER
Lifestyle:

USAGE & SOURCES OF

BEHAVIOR AWARENESS
CURRENT MKT MIX

POSITIONING: PRODUCT/SERVICE: PRICING:

Ave. TA:

PLACE: PROMOTION:
 Customer:

KSF:

Competitors: Company:
 COMMUNICATION STRATEGY

Objective for second half:

1. Operation 2. Marketing 3. Communication

objective objective goal

Deliver net sales Branding ATL: To Branding ATL: Build

TC and TA reach/ to get Awareness/ Interest –
Search/
Understanding

Tactical BTL : To Tactical BTL:

Build Interest – Call
to action – Build
Loyalty
CURRENT GOALS

POSITIONING: PRODUCT/SERVICE: PRICING:

Ave. TA:

PLACE: PROMOTION:
Communication Strategy –
Branding ATL
COMMUNICATION STRATEGY
OF BRAND

1. Issues that should be solved by the campaign (What is key barrier)

2. Communication target and insight to unlock that barrier:

3. Values offered to consumers:

Functional value
Emotional value
Reason To Believe
KEY MESSAGE
COMMUNICATION STRATEGY
OF BRAND

“Life context” (time, place, situation, and state of mind in a sequence of

actions) when target is likely to accept the valuable proposal, and thoughts in
response to the proposal.

Expected word-of-mouth context

COMMUNICATION CONCEPT

Target consumer & Key insight:

Society insight:
Category insight:

Values offered to consumers:

- Functional value:
- Emotional value:
- Reason To Believe:

KEY MESSAGE:
 Action plans/ Timing/ Budget allocation:

BRAND
MESSAGE
CONTENT
PILLARS

Key channel:
 BRAND
MESSAGE

OBJECTIVE

THEMATIC Thematic Viral clip & Key visual

KEY ACTIVITY

MATERIALS

MEDIA TOUCH
POINT
 360 MKT

Increase
awareness

BRAND STATEMENT

Trigger Action Increase Repeat

AWARENESS INTERES SEARCH ACTION SHARE
T
Online Social
Video Promoting

ONLINE
Online Traffic &
Display Interactions
Search

KEY MESSAGE

POSM IN-STORE
SALES & TC
VOUCHER/
ACTIVITIES P.CODE

- Promotion
 KPI
Channel KPI Plan Actual % complete
         
         
         
         
         
         
         
PHẦN Q&A