AP 2 Group Final

7/28/2019 AP 2 Group Final

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Table of contents

Executive summary

Acknowledgement of Contribution

Introduction

C-Watch is a new brand in Vietnam market. With advanced technology and its dedication to

nurturing lasting relationships with customers, C-Watch is a strong product and emerged as a

rival to the likes of Iwatch, Swatch and other luxury watch brands. Because of knowing about

that Vietnam is a potential and developing market, C-Watch decided to launch its product with

some features such as: see time, touch screen and make a video call. C-Watch s objective is

attempt to gain a substantial piece of market share and to build a platform to expand to other

countries in the region.

After deciding on other marketing elements and strategic decisions, C-Watch sets out to build

an advertising and promotional campaign which will help launch the C-Watch to leading

position in the Vietnam market. However, the campaign needs to be cost effective. C-Watch

does not want to risk too much financial resources in Vietnam and it is trying to cut down on

advertising cost.

Contents

I. Explain primary techniques of below-the-line promotion and how they are

used in an integrated promotional strategy

There are many techniques of below-the-line promotion; however, for C-Watch product we

will use sales promotion, public relation and sponsorship .

First of all, nowadays , sponsorship is an important role in every business. However, it is

very diverse and complex because it involves a wide range of regularly and irregularly activities.


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It is commonly understood as paying an amount of money to be beneficial for the right represent

brand image, product, business name etc and from that sponsors, through the event, convey a

certain message to the public. Moreover, through sponsorship event, sponsors leaving a greater

and longer impact to perception and behavior, which lead to customers purchasing decisions

than any other choice. Because sponsorship is an interactive method, it creates the relationship

between sponsors and their target market. In addition, through sponsorship, the business message

and marketing strategies of sponsors are come to the clients naturally and efficiently.

From many advantages of sponsorship above, our company decides to sponsor in the game

show We are a family and donate for Run for children program. First, because our target

customers are families; in addition, We are a family s main players are families, so it is the best

way for us to build C-Watch brand image. In addition, this game show will be broadcasted in

Vtv3, so if we implement this sponsor, many people can know about C-Watch brand. Thus, it isthe fastest way to gain awareness of customers. Second, because our campaign focuses on

families include children, so Run for children is a program that we will be donate to that. This

program can be taken part in everyone, encourage families with children. This campaign can

improve the relationship between members of families and educate children understand the

affection for other poor and ill children.

Secondly, beside the sponsorship, we choose public relation for C-Watch campaign. Public

Relations activities are essentially about helping the public to understand not only the

background and mission of the company, but also the product that is offered. Often, public

relation is conducted through media channels like newspaper, television, magazines, etc. It is

with help of public relations that people come to know what our company can do for them. In

addition, the main goal of our PR department is to enhance C-Watch reputation, increase

awareness and to change attitude of potential customers. However, we can see that the business

world today is extremely competitive. Thus, C-Watch needs to have an edge that makes us stand

out from the crowd, something that makes us more appealing and interesting to both the public

and the media. W e will open a big launch party to attract customers attention, especially

families with children. We can also invite certain celebrities who are currently popular with the

them such as singers: Van Mai Huong, Uyen Linh and comedians: Mr Xuan Bac and Mr Tu

Long. With this, we can also attract the attention of some journalists, interviewers etc as well. By

doing this, we want to introduce C-Watch widely in Vietnamese market. It also brings for us the


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second advantage, which is that the message we want we want to send for customers through PR

may have a higher credibility than advertising. We will create our own Facebook account on the

Internet - one of the biggest social website nowadays to promote C-Watch watch because it

widely used by the young families and has high speed of information transmission. Facebook

will become an online magazine of our company to introduce and provide more details about C-

Watch. This link will also provide updated news around watch world for customers as well as

notices about all promotion programs with our products. Every question, feedback, problem

of clients may be gathered here. In addition, we also give C-Watch in some magazines such as

The Gioi Gia Dinh, Tiep Thi Gia Dinh. Furthermore, C-Watch will be introduced in afamily.vn,

dantri.vn. Both of them are famous online newspapers in Internet with the largest viewer.

The third technique we will use is Sale promotion . This techniques objectives are creating

interest, building awareness, gathering customer information, stimulating demand andreinforcing the demand. First, C-Watch will give customers a free gift when they come to their

store in the first two week. The free gift can include calendars, notebooks, and hats and so on.

Moreover, if customers are parents and children, children will be given a toy with C-Watch logo.

Second, customers can be given a discount 10% when they buy a set of family C-Watch includes

three watches for their families. Thirdly, customers can order C-Watch products through official

website of company. By doing this, it is easily for customers if they live far from C-Watch

stores.

II. Evaluate other techniques used in below-the-line promotion applicable to

the new product/service.

Regarding for other tools, we will use Exhibition for C-Watch. Exhibition exists as

marketplaces where buyers and sellers meet. Besides, it provides a temporary forum for sellers of

our product to exhibit and demonstrate our products to prospective buyers. Hence, t his ways

objectives are building relationships with current clients, marketing for C-Watch, developing

new and potential market such as other ASEAN markets. Therefore, we plan to organize a smallexhibition in Giang Vo Exhibition in order to attract attention of potential customers and make

our products well known in technology field.


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III. Follow an appropriate process for the formulation of a budget for an

integrated promotional strategy suitable for the new product/service.

a. Internet:

We put our intensive concentration in publishing our C-watch products on Websites on the

Internet a new but so common tool used with increasing popularity. The World Wide Web and

the Internet have undoubtedly shaken up the advertising world. This method can cover all

information that is shown buy other tools because it is flexible and can be actively changed.

Internet has become the most popular channel to acquire news of modern youngsters in recent

years. Hence, our products or any other services will be indirectly published widely by the young

if we are able to capture their preference.

Moreover, nowadays social network has developed with the significant rate. Social network

such as Facebook, Skype, Twitter have millions of customers at the different ages,

geographical areas and have different concerns. As of Facebook has succeeded in signing up 500

million accounts! This is obviously a huge number and its not only indiv iduals. In reality,

advertising on such social networks has amazing result. Hence, we decided to advertising on

Facebook. In addition, we also use some websites such as dantri.vn, afamily.vn.

b. Television:

Television is one of the good tools for us to do our advertising and promotion. We know that,

with each company, when they want to introduce and bring the image of the new product line tothe customers, they need to use as much as possible tool to advertise and promote. However,

with C-watch product, we try to use all the most comfortable and effective to do the advertising

and promotion. Television one of the most popular and effective directly to our product is a

good way for us. According to our advertising schedule and plan, we will create C- Watch s clip

in some families, so we decided to choose women, men and children are our actors and actress.

Besides, houses and schools are places to be as background for advertising video. Regarding

targeted audience, this channel actually directs forward to spread of audience nevertheless C-

Watchs advertising clip will concentrate on families that have parents want to have a technique

to communicate with their children without mobile phones.

With this new line product, we will launch the clip of advertising on some popular channels

of TV, because of the specialize products; we will concentrate on some famous channel such as

VTV1, VTV3 and especially TV SHOPPING the channel for family and trade. With these


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channels, you can see that we focus on the channels which are related directly to my products.

Therefore, all the channels on TV which we have chosen to do the advertising are related directly

to our target customers to keep its cost as low as possible.

On the other hand, our official advertising clip will be released on 1st January 2013. The

products caring communication is necessary and so good in all time, so in this time we choose to

introduce our new product is also suitable when almost family enjoy holidays and welcome a

New Year. Hence, we will choose these channels to show advertisement so me days in golden

hour like before news program, middle of movies and game shows. Moreover, in order to

maximize the effectiveness of advertising on Television, our advertisement will be broadcasted

in every night (before 7p.m time of News or after 9 p.m time between films and others

programs) the time people often have a relax and have the looking on TV The quality factor

must be concerned more than the quantity one due to the matter of cost-effectiveness. VTV3 alsothe most famous and popular channel in Vietnam however it is not cheap so we decide to choose

it first to do the advertisement for our product.

c. Sales promotion:

Sales promotion is an important component of a company's marketing communication

strategy along with advertising, public relations, and personal selling. At its core, sales

promotion is a marketing activity that advertise to the basic value proposition behind a product

(i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling

effectiveness, or the effort of the sales force. As this definition indicates, sales promotion may be

directed either at end consumers or at selling intermediaries such as retailers or sales crews.

There are many different ways for us to do our sale promotion. Nowadays, the market is

getting flooded with the huge number of product lines of many brand names in field of watch

such as Casio, Longines, or so forth. Each brand has different sales promotion activities to attract

customers and stimulate purchases. Therefore, it is necessary for C-watch to set effective sales

promotion plans as well as activities so as to get attention and encourage customers to choose our

product. In general, we will focus on this promotional campaign, including giving free guide

book which help us take care of ourself, free order online and introducing new versions in

special days.

We have three main activities for C-Watch. First of all, we have a special gift for all the

customers. Free gifts are a form quite attractive to our customers, especially those new product
http://www.referenceforbusiness.com/encyclopedia/Man-Mix/Marketing.htmlhttp://www.referenceforbusiness.com/encyclopedia/Man-Mix/Marketing.html


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lines such as C-Watch, these gifts bring our customers the fun and love with the C-Watch

watches. These free gifts for all customers when they buy C-Watch in the first two weeks and

even when they buy one set- three watches for customers family. With the form attached to

this gift C-Watch will last campaign gifts in the first 2 weeks from 1 st to 13 th January.

Second, another idea for this promotional campaign is free order online. C-watch will offer

this service via website of company. In website, information such as introduction of service and

steps to order will be provided sufficiently for all the products specialize with the line of our

product. As a result, customers can stay at home or offices and easily purchase by only one click.

From this, customers can feel comfortable without wasting time on going out. There are five

basic colors introduced, including black, white, orange, pink and blue to create more choices for

customers and attract them. Besides, when ordering online, customers may also require company

to inscribe their name on the chains of watch without charging. This may lead to an increase of target children customers and at the age of 25-40 that are more likely to choose distinct color of

chains as well as inscribe name so as to represent their personality and interest . On the other

hand, build a brand for a new product is not easy and with main purpose of keeping image and

name of product fresh in the mind of target customers and then maintaining awareness is more

difficult, C-Watch will also introduce some new color and design version of watch chains on

each occasion. These promotion campaigns will be impressive our customers. This is also

expected to stim ulate purchases in special days such as New Years Eve, Family Day. Finally,

when customers buy one set of product for a family- three watches, they will have a discount

10% for this set.

d. Sponsorship

As we said before, the sponsorship activities are one of our most important methods to

upgrade companys brand. We will be co -sponsor in the game show- Chung ta la mot gia dinh

(We are a family!) is broadcasted in Vtv3 in every morning Sunday. Therefore, C-watch will

sponsor for this game show in 2013. In the game show, C-Watch will give a set of four watches

for the winner family. With these gifts for the winner, there are more and more people register in

this game show. Through this way, we can enhance the value of product. Besides, we also donate

for the Run for children program. And of course, the winner in this program also will be given

one of C-Watch product, so that he can show off C-Watch when he has chance to answer press.


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At the end of the events, we can auction some of our watches to donate money to charity. It

could be considered as a Public Relation activity, and indeed, it does not cost us much.

e. Public relation:

In its promotional campaign, C-watch also wants to use PR as a key tool to attract the

customer from the two mentioned market segments. In order to have a successful PR operation,

C-watch has to set up a plan of the very details about every aspects of the campaign.

First, we will pay money for correspondents, such as blogger, journalist, some websites and

magazines to write advertorials for our products. The prospects who read such articles in The

Gioi Gia Dinh and Tiep Thi Gia Dinh will have a deeper look into C-watch and their desire may

be inspired after reading these articles.

Secondly, our company will organize Product-Launch events in two places in Hanoi:

- VINCOM Tower plaza, 191 Ba Trieu Street, Hai Ba Trung district,- Pico Mall, 229 Tay Son Street, Dong Da District,

By holding the event at a two places above where many people often go through, we could

attract its one of two expected segmentations of customer. Especially, not only information and

sample products are provided but we also invited celebrities come to this events to attract more

people. The appearances of famous persons make not only parents but also fan of technique

notice our products. Thus, we will invite famous people come to these events to attract more

people such as singers: Van Mai Huong, Uyen Linh from Vietnam Idol; and comedians: Mr

Xuan Bac, Mr Tu Long. Furthermore, these two Products Launch events are arranged in

different days so if someone were miss one event, they still can go to another. In addition, in

some special days like New Years Eve, Family Day 28 th June we also make events at Giang Vo

exhibition center.

The budget for the whole strategy is proposed as followed:

Types of

promotionDistributor/ Channels

Price per

time (USD)Unit Total( USD)

Television

VTV3 ( 19:55/ After

news)700 10 (time) 7,000

VTV3 (22:10 - 23h/ Mid

movies)500 8 4,000

TV SHOPPING (12h) 400 10 4,000


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Events

Launch and events Invite famous people 2,000 2 4,000

VinCom

Venue Hire 1,000 2 (days) 2,000

Employee Hire 1,600 2 3,200

Equipment 1,000 2 1,000

Other Cost 1,000 2 2,000

Pico Mall

Venue Hire 1,000 2 2,000

Employee Hire 1,600 2 3,200

Equipment 5,000 2 10,000

Other Cost 1,000 2 2,000

Internet

Afamily.vn 500 6 (months) 3,000

Dantri.vn 500 6 (months) 3,000

Facebook.com 1,000 10(time) 10,000

MagazinesThe Gioi Gia Dinh, Tiep Thi

Gia Dinh200 2 (writings) 400

Sale Promotion Chains watch 2,500 10 25,000

SponsorsGame show We are a

family 30,000 6 (months) 180,000

Run for children 1,000 10,000

ExhibitionGiang Vo exhibition

center 2,000 2 (days) 4,000

Total279,800 ~

280,000


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IV. Carry out the development of a promotional plan for the new

product/service

V. Plan and create promotional materials suitable for integration of

promotional techniques into the promotional strategy for the new

product/service.

VI. Use appropriate techniques for measuring campaign effectiveness on the

choice of promotional techniques selected by your group.

Summary

Advertising and promotional campaign is always an effective tool to obtain a companys

marketing objectives. However, it is just that, a tool. How it is used and for what purpose it is

used depends a great deal on the company. The same goes for the line product C-Watch. As

long as C-Watch is able to outline clearly its objectives and strategy for the campaign,

together with sufficient planning and benchmarking, it will be able to design a very effective

advertising and promotional campaign which will help launch C-Watch in the Vietnam

market at the lowest cost possible. However, if the company abuse advertising and

promotional techniques, not only it wont achieve its marketing objectives but also it willlose a great deal of money not to mention the possibility of a bad public image which will be

even harder to reverse. And while the exact techniques and the exact elements may vary

among different parts of the campaigns, there still need to be a certain degree of cohesiveness

and the product message has to be consistent throughout the campaign so as to avoid

confusion on the part of customers and ensure the campaigns success.


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References

Appendix

I. Explain primary techniques of below-the-line promotion and how they are used in anintegrated promotional strategy

Below-the-line techniques:

Sales promotion : includes several communications activities that attempt to provide added

value or incentives to our customers to stimulate immediate sales. These efforts can attempt

to stimulate product interest, trial or purchase.

Public Relation: is the way to using the news carry positive stories about our company and

our products, cultivating a good relationship with local press representative.

Sponsorship is a business relation between a provider of funds or services and an individual,

event or organization, which offer in return rights and association that may be used for

commercial advantage in return for the sponsorship investment.

Exhibition is an organized presentation and display of selection of products. Exhibitions are

usually organized in galleries, commercial exhibitions, trade fairs and exhibition halls.

II. Evaluate other techniques used in below-the-line promotion applicable to the new

product/service.

III. Follow an appropriate process for the formulation of a budget for an integrated promotional

strategy suitable for the new product/service.

IV. Carry out the development of a promotional plan for the new product/service

V. Plan and create promotional materials suitable for integration of promotional techniques into

the promotional strategy for the new product/service.

VI. Use appropriate techniques for measuring campaign effectiveness on the choice of

promotional techniques selected by your group.

Documents

AP 2 Group Final