Báo cáo giữa kỳ môn Direct Marketing

Báo cáo giữa kỳ môn Direct MarketingYou are a part of the marketing team of a new brand of cola just introduced to the market. Your job is to plan the offer to promote the new product to the 21 to 35 age group via an online and direct mail campaign. As you already know, you have several variables to consider. To start with, examine the basic components to planning the offer. Next, fol low the four steps to planning the offer. Of all the common popular offers presented in the chapter, which type of offer would you choose, or what combination would you use? Why do you think they would be effective?

EXERCI SE

GROUP - FLAMES

DIRECT MARKETING – LECTURER:

LE HONG DAC

You are a part of the marketing team of a

new brand of cola just introduced to the

market Your job is to plan the offer to

promote the new product to the 21 to 35

age group via an online and direct mail

campaign As you already know, you have

several variables to consider To start with,

exam-ine the basic components to

planning the offer Next, fol- low the four

steps to planning the offer Of all the

common popular offers presented in the

chapter, which type of offer would you

choose, or what combination would you

use? Why do you think they would be

S

• About the

company

• Target

customers

• Marketing

Mix 4P

• Planning

the offers

GROUP : FLAMES

About

the compan

COLA FLAVORED COFFEE

(Carbonated soft drinks contain caffeine )

HCMC & HANOI

(Convenience stores,

supermarkets, groceries, cooperation with

restaurants, etc )

GROUP : FLAMES

FLAME S FLAME S

GROUP : FLAMES

GROUP : FLAMES

• 7.000đ/ plastic bottle 390ml

• 12.000đ/ can 320ml

• 17.000đ/ plastic bottle 1,5l

FLAME S

PRODUCT

FLAME S

FLAME S

• Soft drink

• Coffee taste

• Sober effect

• No calories

GROUP : FLAMES

PLACE

• Wholesale.

• Existing distribution channels:

Flames distribution company.

Binh Duong factory.

• Send free products to KOL for

review

• Create trend on tiktok with

products

• Discounts on prices for dealers

Target Customers

PSYCHOGRAPHI

C

GEOGRAPHIC

GROUP : FLAMES

Gender: Both male & female.

Age: Focus on the young adult

(21-35).

Income: With the afforable

price, Flames Cola is suitable

for both low and high income.

Occupation: Suitable for all

occupation such as student,

official, worker and others.

Lifestyle: Focus on customer who are active, busy and stress lifestyle

Personality: Active, love the convinience, trending, love soft drink.

Region: Cities:

HCM and HaNoi

BEHAVIOR

Young generation who are dynamic and creative.

Usually under stress, go to bed late and want to

concentrate on study or work

NG THE OFFERS

FOUR STEPS

PLANNIN

G THE

OFFERS

STEP 1 – ESTABLISH OBJECTIVE

STEP 2– DECIDE ON THE ATTRACTIVENESS

STEP 3 – REDUCE THE RISK

GROUP : FLAMES

STEP 4 – SELECT A CREATIVE APPEAL

Step 1 – ESTABLISH

OBJECTIVES

GROUP : FLAMES

• Maximize company profits

FLAME S • Introduce and sell new products

Step 2 – DECIDE ON THE

ATTRACTIVENESS

GROUP : FLAMES

K

GROUP : FLAMES

Step 3

GROUP : FLAMES

REDUCE THE RISK

Step 4

GROUP : FLAMES

SELECT A CREATIVE

APPEAL

GROUP : FLAMES

TIKTOK

DIRECT

MAIL

Send email voucher to some

target customers.

Give influencers sample and

gift to try and review.

GROUP : FLAMES

DIRECT

MAIL

Send letters of introduction and desire

to cooperate with

customers and businesses via email.

GROUP : FLAMES

DO YOU HAVE ANY QUESTIONS ?

Thank

you!