PowerPoint Presentation

SAVE OUR DOG FROM FOOD MALL!

_MT CHIN DCH MARKETING N TINNER PERVASION_

AGENDA

CHALLENGE

2 t ng

Ti thiu 30% dnh cho cc hot ng ti im bn thng hiut nht 5,000,000 ngi trng thnh (trn 18 tui) cc thnh ph ln nhn bit v chng trnh Ti thiu 20% ng h chng trnh v qua nhn bit c thng hiu Pedigree v thng ip ca thng hiuThu ht thm 50,000 khch hng mi

3

SOCIAL CONTEXT

C n 80% chnh nhng ngi nui ch H Ni v 40% ngi nui ch Tp. HCM tng n tht ch.51,5% ngi Vit Nam coi ch l ngi bn trung thnh, 50% nhn thy ch gip h gim stress trong cng vic v 44,9% tin rng ch mang n nim vui trong cuc sng5 triu l con s ch b git tht v tiu th trong mi nm Vit Nam. 300.000 l s lng ch phi nhp thm t Thi Lan v tha mn th trng.

TARGET CUSTOMERS/AUDIENCE/SHOPPERSUNDERSTANDING TARGET CUSTOMERS

tui: t 18-25 tui Khu vc: ti cc thnh ph ln nh H Ni, Thnh Ph H Ch Minh, Nng, Hi Phng,. Gia nh c mc thu nhp kh (BC+) Nui ch nhng vn n tht ch

Coi ch l bn, thn thit vi ch nhng vn v thc n tht ch S tht ngm hiu: n tht ch v khng ngh l ch nh mnh S dng v cp nht thng tin nhanh chng qua mng x hi D dng tip cn v thng tho cc ng dng trn smartphone t i siu th, mua sm m thng a thch mua bn online

i vi mnh, ch cn l mt ngi bn naMnh nui ch nhng vn n tht ch v y c phi ch nh mnh uMnh s khng bao gi n tht ch nh mnh

Mnh rt yu thng ch, coi ch nh mt ngi bn. Ch l mt loi ng vt ht sc thng minh v trung thnhMnh vn n tht ch v nh nu, hoc b bn r r. Lc n th mnh chng ngh g c, ch bit n tht ch cng kh l ngon thi

KEY MESSAGE:MT MING THT CH C TH NGON NHT THI, CN CH CA BN S L NGI BN TRUNG THNH THEO BN SUT CUC I. HY HNH NG BO V CH CA BN NGAY BY GI. BO V CH CNG PEDIGREE.

_N THT CH V KHNG PHI L CH NH MNH_INSIGHT:

DEPLOYMENTPLAN

PHASE 1: ISSUES & BRAND AWARENESSMC TIU nh ng, thu ht s ch ca khch hng mc tiu v thc trng n tht ch Vit Nam v v thng hiu PedigreeTo tin cho cc giai on sauHNH THCViral videoKNH QUNG BFacebook (fanpage, Hi bo v ch mo, ng vt,), Youtube, Bo in t..

NI DUNGTo nn nhiu s i lp trong mt viral video khin ngi xem phi git mnh nhn li:Mt ngi c nui ch, yu thng ch nhng vn hay c r i n tht chMt ngy, ngi m mt gic m ang n tht ch v khi nhn xung a th nhn ra ang n chnh ch nh mnhClip kt thc m ti hnh nh cui cng l gng mt ca ngi trn khi nhn thy ch nh mnh di a tht ch Lm ni bt ln thng ip chnh: Mt ming tht ch ch ngon nht thi, ch ca bn mi l ngi bn trung thnh theo bn sut cuc i. Hy hnh ng bo v ch ca bn ngay by gi. Bo v ch cng Pedigree.

Thi gian: T1/2016

PHASE 2: PERVASION & BRAND EXPERIENCEMC TIU Thu ht khch hng mc tiu n tham gia v ng h chin dch y mnh brand role thng qua vic Pedigree xy dng mt mi trng an ton cho ch C c hi tri nghim sn phm v mua sn phm To tin cho phase cui thc y hnh ng ngi mua hng.NI DUNG Tin s kin: Pht ng chin dch Ti thy, ti chia s di hnh thc cc bn tr chp nh, vit bi, thng bo cc a im bt trm ch, git m ch v bn tht ch. Qung b di hnh thc event online vi cc knh bo mng. Facebook.. v offline thng qua leaflets, banner.. Trong s kin:Ngy hi dnh cho ch cng din ra ti cng vin ti 3 thnh ph ln H Ni, TP. H Ch Minh, NngTrong ngy hi c trin lm cc hnh nh trong chin dch tin s kin. huy ng 1 triu ch k phn i vic n tht ch T vn cch bo v ch ca Pedigree v trm cu h ch mo. Cho ch n min ph khi tham d s kint bn booth ca Pedigree gii thiu sn phm v bn hng

KNH QUNG B Online: Facebook (fanpage Pedigree, hi bo v ch mo,..), bo in tOffline: truyn thng trc tip ti a im t chc

Thi gian: T12/2016

V rt nhiu cc trm cu h, hi yu ng vt cc tnh khc

PHASE 3: TAKING ACTIONSMC TIU Xc tin bn hngXy dng mi trng an ton cho ch mt cch bn vng ti Vit Nam

KNH XC TINKnh offline cc im bn Pedigree: Siu th (164 im)Knh online:Fanpage, facebook ca cc trm cu h ch moBo in tMobile

Thi gian: T3/2016

Target shoppers: ph n t 30-40 tui Hnh vi:Thch khuyn mi, tng km sn phmThch cc sn phm c thit k n gin, bn, sch nh hp inox thc n cho ch.Xc tin bn hng ti 164 im cc siu th c sn phm ca Pedigree hin ti bng cch thit k sn phm bt n cm cho ch ph hp vi khch mua hng mc tiu (target shoppers)

M rng knh phn phi online qua apps in thoi vi cc tnh nng sau:Ngi dng nhp thng tin ca ch (v cn nng, tui, s o,) v a ch Apps s t vn sn phm ph hp vi ch, t vn sc khe cho cht hng online v giao hng ti chKhuyn co cc a im d b mt trm ch trong bn knh 1km (ly s liu report phase 2 trong chin dch Ti thy, ti chia s)Khi mua sn phm, ngi dng c t thit k bin tn cho ch theo tn ca ch nh mnh v s c giao km hng min phNgi dng nhp hashtag Were for dogs, we care for dogs khi s dng apps cng chin dch.NI DUNG

4 Apps in thoi

BUDGETPhaseMedia TacticsBudget (VND)

Issues And Raising AwarenessFacebook Ads50.000.000Youtube Ads200.000.000Online Press100.000.000Pervasion and Brand ExperienceFacebook Ads100.000.000POSM200.000.000Press100.000.000Taking ActionsGifts200.000.000Mobile Apps 100.000.000Discount- Trade Marketing650.000.000Total1.700.000.000D tr kinh ph 300.000.000

KPIMeasurementMc tiu marketing- nhn din thng hiu c tnh tng 5.000.000 ngi bit n.-1.000.000 ngi tham gia event online, -100.000 ngi tham gia event offline.- Fanpage tng ln 20.000 likes- Tng 50.000 khch hng mi s dng PedigreeLt xem ca Youtube

B m ca Facebook

tng like ca Facebook

Sales ReportMc tiu x hi- Tng 40% nhn bit mi nguy hi ca n tht ch- T l n tht ch gim xung 5% ti cc thnh ph lnTng hp t cc cng ty market research

THANK YOU FOR WATCHING!!!

Maid with the Flaxen HairRichard Stoltzman/Slovak Radio Symphony OrchestraFine Music, Vol. 1, track 22008Classical169700.17eng - Navona Records - Navona Records