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Tutor : Ms Hoang Bich ngoc
Class : Tut2BA08
Group members:
Tran Thai Phuong
Do Minh Ngoc
Nguyen Thi Thanh Huong
Le Thi Huong Lien
Movie magic with asleeper
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Outline
Case Summary1
Questions & Anwsers2
Application in Vietnam3
4
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Case summary
Sleepermovie
Not successful at first
Not work when use the mediaadvertise asa
promotion
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Case summary (cont)
Word-of-mouth marketing
The passing of information from person to person
Benefit : receiver believe WOMM than more
formal forms ofpromotion methods
Contra deal marketing
A partyassociate with other
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Q & A
Question 1 :
Why is it that media advertising does not pull audiences to
certain movies, making it more important forpositive WOM
tospread?
Answer:
These films do not have star actors or actresses, or even a
brilliant director, and less technologically sophisticated
while
the media advertising tend to focus on these factors to
attract
moviegoers.
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Q & A (cont)
Question 2 :Given the amount ofpre-publicity that
surroundsHarry
Pottermovies, do you think that WarnerBrosStudiosandAustralasian
distributors might be able to cut back on the
amountspent on all forms ofpromotion, oris publicity part
ofthe promotional campaign
Answer:
Not able to cut back
Reason : the marketing communicators can reach the
awareness ofcustomers
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Q & A (cont)
Question 3:
What benefitsare gained by the parties to a
contra deal such as those associated with the
coupon offerused with The Big Chill
Answer:
Make the promotion at low cost Attract more customers with the
excitement &
curiosity
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Q & A (cont)
E.g: Hoys & the Golden Farms
Hoys :
Correct demographic target market
Gain exposure at minimal cost
Golden Farms :
Grasp attention in-store
Be able to add some excitement forstore
Create a difference value-for-money perception among chicken
consumers
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Application in Vietnam
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Application in Vietnam (cont)
Company
Techcombank
Founded in 1993
One of leading commercial joint stock banks
200 branches and transaction offices
Total profits in 2009: 1,846 billion VND
KFC:
Originated in 1930
One of the worlds largest fast-food chains
Owns and franchises more than 16,200 outlets in 100
countries
Appeared in Vietnam since 1997
Revenue in 2008:5,582 million USD
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Application in Vietnam (cont)
Mutual benefits:
Attract people to use their food and services more
frequently
Decrease promotion costs
Bring the brands closer to customers
Increase revenue: ATM transactions increased by 40%
>50% of customers were interested in
using coupon for KFC
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Application in Vietnam (cont)
Mutual benefits ( Graph):
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