COMMUNICATION PLAN

Proposed by Group 2

GROUP 2

1. Nguyễn Phước Vĩnh Anh

2. Tạ Thanh Trúc

3. Giang Triết Trinh

4. Võ Huỳnh Minh Xuân

5. Huỳnh Minh Sơn

1 Context

2 Objective

3 Target audience

4 Insight

5 Strategy

6 Channel

OUTLINE

CHANNELSTRATEGYINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT

GRAB operates in 6 countries in South East Asia

4 services in Vietnam: GrabTaxi, GrabCar, GrabExpress and GrabBike

It aims to provide simple and cost effective mobile-based technology

solutions to passengers

GrabBike connects diretly the motobike driver and passenger

BACKGROUND

CHANNELSTRATEGYINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT

PROBLEM

GrabBike is not top of mind.

People haven’t understood about the benefits of Grabbike yet.

Xe om

CHANNELSTRATEGYINSIGHTTARGET

AUDIENCECONTEXT OBJECTIVES

To create awareness

To educate people about GrabBike as

a transport solution that is

easy to find

CHANNELSTRATEGYINSIGHTOBJECTIVES TARGET AUDIENCECONTEXT

First job office worker

Age: 22 26 -> Focus 22 – 24

Income: 6 to 12 million dongs per month

Urban, HCMC

CHANNELSTRATEGYINSIGHTOBJECTIVES TARGET AUDIENCECONTEXT

I own a motorbike. Some days in a week at 5pm,

I need to go to a place in the rush hour traffic. It's

difficult to take my motorbike out of my parking

lot. In a short time I need to go there.

Bus stations are far from my place. I get sick of

waiting for the bus too long and hustling on the

bus. In addition, buses are often get caught in the

congestion.

I need to find a “xe om” close to my place but he

is not usually there.

CHANNELSTRATEGYTARGET

AUDIENCEINSIGHTOBJECTIVESCONTEXT

I want to get a “xe om” in my most convenient time and place

YET very often, it takes too much time & effort to find one

CHANNELINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT STRATEGY

Proposition GrabBike – Offering you the world of convenience

A life with GrabBike

is a life with ease

STRATEGYINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT CHANNEL

Youtube

Facebook

STRATEGYINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT CHANNEL

Monday: A man gets up hurriedly and runs to the parking lot. However, there are a lots

people there. He decides to stop waiting and touches his phone. After two taps, he

goes out and a GrabBike comes to pick him up.

In the afternoon, at his office, he intends to use bus to go to a coffee shop for lunch

and meet his client. Unfortunately, he has to wait for the bus too long and then he looks

for “xe om” but he cannot find one. He touches his phone in two taps and a GrabBike

comes very quickly.

Tuesday: The same morning of day 1 but less hurriedly and he touches his phone with

a smile.

Wednesday: The man stays in bed late a little, prepares to go our unhurriedly, and then

he calls GrabBike with two taps to go to his office.

A block calender goes through Thusday, Friday and on weekend night, he uses

GrabBike to go to a party with his friends.

Make your days easy by #2taps with GrabBike

Youtube

STRATEGYINSIGHTTARGET

AUDIENCEOBJECTIVESCONTEXT CHANNEL

Facebook Mini Game

Players play the animation picture and stop it when the picture includes 3

icon: smiling face, GrabBike and a clock.

They will capture the picture and share on their timeline with the hagtag

#2tapswithgrabbike to receive a free trip from GrabBike.

Capture this moment

#2tapswithgrabbike* Refenced images