In 1945, the young American engineer James Bullough Lasing left his current job and pursued his dream of building his own audio brand. A year later, he founded an audio equipment manufacturing company called JBL (short for James Bullough Lasing). JBL has always focused on the single goal of accurately reproducing the tones of sound. In a variety of ways, JBL has created featured products with elegant, aesthetic designs along with accurate, vivid sound. Top 5 JBL products that are loved by customers JBL CHARGE 3 JBL PULSE 3 JBL TUNE 500 TRUE WIRELESS JBL REFFLOW TRUE WIRELESS JBL LIVE PRO+ SWOT STRENGTHS Diversity of products Creative design Sound quality Technology Dominance WEAKNESSES High price Poor branding: The company has not focused a lot on branding and advertising
DIGITAL BRANDING THE PRESENTATION OF GROUP 02 About jbl In 1945, the young American engineer James Bullough Lasing left his current job and pursued his dream of building his own audio brand A year later, he founded an audio equipment manufacturing company called JBL (short for James Bullough Lasing) JBL has always focused on the single goal of accurately reproducing the tones of sound In a variety of ways, JBL has created featured products with elegant, aesthetic designs along with accurate, vivid sound THIEN AN JBL entered the Vietnamese market around the years 2017 - 2019 This has satisfied the expectations of its audio equipment lovers JBL currently has showrooms and stores in Ho Chi Minh, as well as in Hanoi, Vung Tau and Da Nang THIEN AN THIEN AN JBL products For professional speakers used in studios, karaoke, concerts, cinema… Top JBL products that are loved by customers JBL TUNE 500 1.290.000 VNĐ JBL CHARGE 2.590.000 VNĐ JBL PULSE 4.230.000 VNĐ TRUE WIRELESS JBL REFFLOW TRUE WIRELESS JBL LIVE PRO+ 1.790.000 VNĐ 2.490.000 VNĐ THIEN AN s w o t STRENGTHS WEAKNESSES OPPORTUNITIES THREATS - Diversity of products - Creative design - Sound quality - Technology Dominance - High price - Poor branding: The company has not focused a lot on branding and advertising - Launching Cheaper Product Lines - Take advantage of the youthful and dynamic personality of the brand in branding - Developing technology: Sound Clear Echo and Bluetooth 4.1 & 4.2 - High Substitute Goods: The Company faces heavy competition because of the presence of many other substitute audio systems from Sony, Bose Corporation, Boston Acoustics, etc THIEN AN Market analysis Consumers are increasingly demanding technological developments as well as paying more attention to the sound quality that the device can deliver Convenience is also a strong momentum for today's technology products Ready users spend heavily on products that can meet their needs, bringing intense competition for various brands of equipment JBL is always in the top of the most loved and trusted brands in Vietnam in particular and the world in general JBL products also have a price that is suitable for many customers Youthful, sporty design is one of the bright spots of JBL's products Besides, JBL's products are also considered to be quite durable Because of the above, customers have decided to use JBL products NHI DO COMPETitors BRAND INTRODUCTION STRENGTH Sony speakers originate from the land of Japanese cherry blossoms and are famous for their good quality, leading technology and unique and smart designs Products of the Sony brand are extremely diverse from phones, televisions, cameras to accessories such as charging cables, headphones,… Design diverse designs and different sizes Stand out with many eyecatching colors giving customer a rich choice Extra Bass: This technology has the effect of enhancing the quality of low tones, making the bass sound better Live sound: This feature gives you a very unique three-dimensional sound experience, Waterproof - dustproof: giving you peace of mind to use in many places and in different weather conditions Founded in 1960 by Jim Marshall with headquarters in Milton Keynes, UK, Marshall specializes in the development and distribution of high-quality audio products such as headphones, speakers, and amplifiers Beautiful design: Marshall portable speaker models are rectangular in shape with various sizes and balanced weight Function and adjustment buttons are arranged scientifically and clearly with a classic style Quality sound: Owning speaker drivers manufactured on modern technology lines, suitable for both indoor and outdoor use Convenient connection: easily connect Marshall speakers to mobile audio devices such as Smartphone, Tablet, Laptop, etc to make music source, fast transmission speed and extremely stable Bose speaker is a prestigious American speaker brand, considered the 'big brother' of the audio village when it appeared in Vietnam quite early, around the years before 1975 Bose speakers have a variety of Bose speaker lines as well codes such as pull speakers, Bluetooth speakers, soundbar speakers, Design: Most of the Bose speakers on the market today have beautiful designs, high aesthetics, neutral and elegant colors that are easy to coordinate with many music room spaces Sound quality: possesses a very soft and realistic sound, powerful bass with extremely low distortion, for stronger sound waves, making voices clearer Compatibility: Bose speakers offer high compatibility with many different devices with support for the most common connections on the market today NHI DO WEAKNESS In terms of karaoke features, the sound of sony speakers is not really perfect compared to other speaker products of other brands The speaker's power is strong, so it requires a spacious, not cramped space to use the speaker High price, only suitable for highincome customers The price is at a high average level, not suitable for many customers PRICE QUALITY g P D B GEOGRAPHICS PSYCHOGRAPHICS DEMOGRAPHICS BEHAVIORAL Focus on five main cities: Ho Chi Minh, Hanoi, Can Tho, Hai Phong, Da Nang - Likes music - Stable personality - Likes soft music - Enjoy listening to music with a Bluetooth speaker - Want to listen to music from a device that delivers high sound quality - Students, office workers, customers from other professions - Age: 25-35 years old - Gender: Female, male - Place of residence: Big cities in Vietnam - Income: From million - 30 million - Pay attention to product quality when buying - Budget to pay for products is from good to high BICH NGOC Youtube Ads HOÀNG HUY PHASE The combination of JBL X League of Legends Wild Rift Mobile on the occasion of the summer event will take place Two legendary characters in the fast-paced alliance, the character Yasuo and Riven, will be officially used by JBL to Customize on the JBL Tune 120 TWS case HOÀNG HUY Join the League's swimming pool event that will be officially held from June 5, 2022-July 19, 2022 To have the opportunity to own JBL's latest JBL Tune 120 TWS headphones on the market and be given a Customized case for of the most popular champions in the League This is an opportunity for gamers in the fast-paced alliance to have the opportunity to own their favorite Hero character in Wild Rift HOÀNG HUY JBL Tune 120 TWS - Sponsoring the Summer Pool event of the Wild Rift game, from there, will advertise JBL Tune 120 TWS + customized case, on Pop Up at the game League of Wild Rift - Receive 2x experience during the event and will be given an optional skin set - Get lucky wheel: Players who spin the lucky wheel will have a lucky chance to receive 10 sets of JBL Tune 120 TWS + customized case In addition, there will be a chance to receive scratch cards and gifts from VNG HOÀNG HUY FB Ads SEO,SEM and Google Ads HOÀNG HUY TIMELINE PHASE W1 W2 W3 PHASE W4 W1 W2 PHASE W3 W4 TVC Landing page Seeding SEO & SEM Newspaper Youtube Social Media Email Marketing HOÀNG HUY Effective predictions FACEBOOK 33.2% of Facebook users are in the target customer segment of the JBL series ~ 22,997,640 The number of users affected by Facebook ads is 36% ~ 8,279,150 who can be exposed and interact with its ads CPC CPM CPA ROI ROAs Measurement Thanh Tram YOUTUBE Predict According to YouTube statistics, Vietnam currently has about 45 million viewers: - 58% of users have purchased products on this channel - Electronic devices, beauty products, fashion are the top most influential products on YouTube According to Pew Research, up to 71% of Youtube users are in the campaign's target customer ~ 31,950,000 Reach 58% ~ 18,531,000 who will be interested in Thanh Tram Measure In the Analytics section of the YouTube Studio tool, provides all in-depth insights about ad viewers: - Watch time & views - Ability to maintain audience - Demographic - Interactive location - Traffic source - Equipment Predict - Attracted hundreds of thousands of downloads and registrations - Until now, there have been more than 1,000,000 downloads on both Appstore and Google Play platforms in Vietnam Measure - Total number of people participating in the game event - Number of people who clicked on the notification to view detailed product information - Facebook analytics Thanh Tram - Measurable indicators are calculated specifically when using SEO & SEM tools SEO & SEM Thanh Tram KPI (USER) TVC advertising on Facebook and Youtube The combination of JBL X League of Legends Wild Rift Mobile FACEBOOK: 8.279.150 YOUTUBE: 18.531.000 1.000.000 MEASUREMENT INDEX Message conveyed Views, clicks, likes, shares Purchase conversion rate Total participants in the game event Invitations of friends to play with The number of people who clicked on the notification to see the product details Facebook analytics (likes share events) Thanh Tram KPI (USER) Online news Kenh14: 537.000 GenK: 43.000 Vietnamnet: 230.000 Techz: SEO & SEM MEASUREMENT INDEX Number of posts displayed Purchase conversion rate 27.000 Depending on the budget Engagement Reach Purchase conversion rate Thanh Tram ... THIEN AN JBL products For professional speakers used in studios, karaoke, concerts, cinema… Top JBL products that are loved by customers JBL TUNE 500 1.290.000 VNĐ JBL CHARGE 2.590.000 VNĐ JBL PULSE... LAUNCH JBL'' S NEW PRODUCTS, JBL TUNE 120 TWS AND JBL XTREME SPEAKERS IN THIS CAMPAIGN HAS MAIN PURPOSES: TO INCREASE JBL'' S BRAND AWARENESS (FROM 35% TO 70%) AND INCREASE POPULARITY BY JBL (FROM... is one of the bright spots of JBL'' s products Besides, JBL'' s products are also considered to be quite durable Because of the above, customers have decided to use JBL products NHI DO COMPETitors