Young marketers marathon thien an, trong thuyet

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  • 1. NM TRONG CHIC LC TNG TH DI HI CHT - DI SN GIA I THNG CA THNG HIU VINACAFE CHIN DCH TRUYN THNG TING VIT NGUYN BN Tp. HCM, ngy 7 thng 5 nm 2014
  • 2. Tng quan v tip cn Vinacafe l 1 thng hiu ca di sn v bn hng v caf nguyn bn ny cho gii tr, Vinacafe mang n Cht di sn gia i thng ngi tr Vit Nam. Mt tm nhn chin lc di hi v tng chin dch 3 thngs gip Vinacafe chim c tng gi tr di sn gia i thng mt.
  • 3. Tng quan v tip cn Di sn nht chnh l ting Vit Ting Vit cn, nc ta cn. Ting Vit mt, nc ta cng mt V i thung nht cng chnh l ting Vit Li n ting ni trong cu chuyn hng ngy ca mi ngi dn Vit.
  • 4. TING NC TI Ti yu ting nc ti t khi mi ra i, Ting nc ti ! Bn ngn nm rng r bun vui Khc ci theo mnh nc ni tri, Ting nc ti ! Ting m sinh t lc nm ni Thot nghn nm thnh ting lng ti
  • 5. Vy iu g ting Vit khin chng ta bn khon? Ngy ti sinh, Bn li trn tng Bn ch vng HPBD Hiu sao y? L Hnh Phc Bt Dit Hay Harry Potter Bn Dm Ngy ti cht, Bn li trn tng Ba ch vng RIP Hiu sao y? Ri! Im Phn! Hay Rt t Phn Sao khng vit cho ti Bng th ch m chng ta u cng hiu Sao khng ni vi ti Bng th ting m chng ta u cng ni Hay bi v cuc i l ngn Nn ngi ta cng vit ngn theo Hay bi v phn mnh l ngn Nn ngi ta ni ngn vi mnh
  • 6. V khng ch l cu chuyn ca ring ai
  • 7. S NGUYN BN ANG MT DN V Vinacafe t ho vi hng v nguyn bn mang trong mnh s mng mang s nguyn bn trong ngn ng Vit tr li vi tt c ngi tr Vit Nam.
  • 8. V bi v Vinacafe ni rng c ph l u cu chuyn, vn ha v cuc sng ngi Vit Nam xoay vn quanh nhng cu chuyn bn ly c ph. V bi v nhng cu chuyn y cn lm s nguyn bn, c bit l s nguyn bn n t ngn ng ting Vit cho cu chuyn tht s nguyn bn. Ly c ph vi hng v nguyn bn cho nhng cu chuyn t ngn ng nguyn bn. Vinacafe tinh ty v thi gian, nguyn bn tng cu ni.
  • 9. GII THIU TNG LN nguyn bn
  • 10. MC TIU CHIN DCH KT QU MONG MUN Gn kt thng hiu Vinacafe vi ngi tr thng qua vic khi gi lng t ho dn tc vi tnh yu dnh cho ting Vit Ngi tr thm t ho v ting Vit di sn v gi ca Vit Nam ngn ng giao tip gia i thng Ngi tr ni ting Vit nguyn bn nhiu hn. Gii tr cm thy gn kt, gn gi hn vi thng hiu Vinacafe
  • 11. I TNG MC TIU S THT NGM HIU Gii tr Vit Nam, tui t 18 n 24, thu nhp ABC+2. Sng H Ch Minh, H Ni. L nhng ngi c thi quen ung c ph ti thiu 3 ln/tun Ngi tr ni ting Vit pha ln vi ting Anh hng ngy nh mt thi quen v xem iu khng phi vn ln bn tm. H ang dn nh mt s nguyn bn ca ting Vit nhng h khng nhn ra v vi h nhng g tn ti c hu, hin hu gia i thng v thn thuc u khng c nhiu gi tr. Nhng h vn rt thch th khi bt gp mt ngi nc ngoi ni ting Vit snh si. u trong mi ngi tr vn tn ti mt nim t ho i vi ting Vit
  • 12. VAI TR THNG HiU Vinacafe thng hiu c ph di sn vi hng v nguyn bn vt thi gian s l ngi truyn cm hng ngi tr t ho ni ting Vit nguyn bn hng ngy, trong nhng cuc giao tip gia i thng
  • 13. CHIN LC TIP CN Khi gi nim t ho ca ngi tr v ting Vit. nh ng ngi tr bi thc trng ting Vit ang dn nh mt s nguyn bn Truyn cm hng ngi tr hnh ng s dng Ting Vit nguyn bn hng ngy Khuch i s t ho v ting Vit
  • 14. TRIN KHAI CHIN DCH TING VIT NGUYN BN GIAI ON 1 GIAI ON 3 Mc tiu Hot ng chnh Hot ng h tr Thu ht s ch ca d lun v hin trng ni ting Vit pha tp gii tr gy nh hng xu n hnh nh Vit Nam GIAI ON 2 Tuyn ngn Ti chn ting Vit nguyn bn Social debate Ting Vit nguyn bn ting Vit pha tp Qung co in t ngoi tri Viral clip Hot facebooker Social seeding Advertorial Editorial Wifi cooperation Hot facebooker Advertorial Editorial Event repotage Advertorial Editorial Truyn cm hng to c hi ngi tr hnh ng th hin lng t ho vi ting Vit nguyn bn y mnh s t ho s dng ting Vit nguyn bn
  • 15. GIAI ON 1 SOCIAL DEBATE Bi vit ca Joe Ty ni v l do Joe hc ting Vit trong nhn mnh v p ca ting Vit Cc hot Vloger tranh lun v vn s dng ting Vit pha tp vi ting Anh Cc hot facebooker chia s status v vic s dng ting Vit nguyn bn ting Vit pha tp Social seeding Advertorial Editorial
  • 16. GIAI ON 2 Media touch point nhng a im c wifi gii tr thng xuyn lui ti trn ton thnh ph Qun c ph Trung tm thng mi Ca hng thc n nhanh Trng i hc Khi truy cp wifi (bng in thoi, my tnh, my tnh bng) mn hnh s hin ln cu tuyn ngn Ti chn ting Vit nguyn bn Ngi dng c th Chn v h thng s t ng chia s ln facebook c nhn hoc B qua S dng wifi bnh thng Password wifi: toichontiengvietnguyenban hoc p n ca nhng cu hi v t vng ting Vit, khi vo wifi s ng Chn Ting Vit nguyn bn
  • 17. GIAI ON 2 Activation t cc booth th thch Vit Nam Nguyn bn t ti cc i hc, khu vui chi, TTTM hay lui ti ca gii tr. Th thch: tr chuyn, tr li cc cu hi ca my, c li nhng cu ca my khng c s dng t ting Anh no trong vng 120s. Nu lm c c qu. Ti cc im activation cng l ni t my pht wifi min ph cho cc bn check-in. Video quay li booth c viral trn cc trang hot fan page.
  • 18. GIAI ON 3 C 6969 BN TR CNG TUYN NGN CHN TING VIT NGUYN BN Mi khi c bn tr ng th s bin qung co ngoi tri s t ng cp nht con s, cng nhau lm nn Bc tranh ton din tuyn ngn ting Vit nguyn bn. Bin s c gi n cui chin dch khuc i con s ti a ca chin dch.
  • 19. NGN SCH v CH S NH GI STT TN MC TIN 1 Sn xut clip, Influencers 20,000 2 Ci t Wifi 40,000 3 Activation 40,000 4 Media support, qung co banner 70,000 5 Fan page v content 10,000 6 Booking billboard 60,000 KPI CCH O Impressions + 5 mil impressions online + 15 mil impressions offline Media Report Attendances 20,000 ngi Activation report Message recall 50% Phng vn