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 you think they would be GROUP : FLAMES CONTENT S • About the company • Target customers • Marketing Mix 4P • Planning the offers GROUP : FLAMES About the compan y S E M F LA PRODUCT COLA FLAVORED COFFEE (Carbonated soft drinks contain caffeine ) PLACE HCMC & HANOI (Convenience stores, supermarkets, groceries, cooperation with restaurants, etc ) GROUP : FLAMES GROUP : FLAMES MARKETING MIX 4P PRODUCT • • • • Soft drink Coffee taste Sober effect No calories PRICE MEE AM LA F L F S S • 7.000đ/ plastic bottle 390ml • 12.000đ/ can 320ml • 17.000đ/ plastic bottle 1,5l FLAME S GROUP : FLAMES MARKETING MIX 4P PLACE • Wholesale • Existing distribution channels: Flames distribution company Binh Duong factory PROMOTION • Send free products to KOL for review • Create trend on tiktok with products • Discounts on prices for dealers GROUP : FLAMES Target Customers DEMOGRAPHIC 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 PSYCHOGRAPHI Lifestyle: Focus on customer C who are active, busy and stress lifestyle Personality: Active, love the convinience, trending, love soft drink GEOGRAPHIC BEHAVIOR Region: Cities: HCM and HaNoi Young generation who are dynamic and creative Usually under stress, go to bed late and want to concentrate on study or work Occupation: Suitable for all occupation such as student, official, worker and others GROUP : FLAMES PLANNI NG THE OFFERS STEP – ESTABLISH OBJECTIVE FOUR STEPS PLANNIN G THE OFFERS STEP 2– DECIDE ON THE ATTRACTIVENESS STEP – REDUCE THE RISK STEP – SELECT A CREATIVE APPEAL GROUP : FLAMES Step – ESTABLISH OBJECTIVES S FLAME • Introduce and sell new products • Maximize company profits GROUP : FLAMES Step – DECIDE ON THE ATTRACTIVENESS GROUP : FLAMES FACEBOO K GROUP : FLAMES Step REDUCE THE RISK GROUP : FLAMES Step SELECT A CREATIVE APPEAL GROUP : FLAMES TIKTOK GROUP : FLAMES 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 Thank you! DO YOU HAVE ANY QUESTIONS ?