Current Slogan: Uncap What’s Inside

Represents: Self-Expression

STREGHT Long lasting and work great on thick surfaces such as boxes and posterAvailability of seven versions with thirty nine colors and retro design (Thoughtsoncommunications 2012)Holding 50 percent of the market share on permanent markers (Thoughtsoncommunications 2012)Sharpie brand represents for self-expression and creativity

WEAKNESSESRelatively unpopular to Vietnamese marketStill unofficially launch to Vietnamese marketHigher price than local marker brandsIn Vietnamese market, Sharpie just has a retailer but not an officialrepresentation.

OPPORTUNITYVietnamese market’s extension is attractive to foreign investors80% of stationery in Vietnamese market is foreign products. This is because foreign brands have various product with their functions and models (LantaBrand 2005)80% vietnamese urban citizens are more prefer high quality and foreign product (Anh 2013).

THREATSStrong competitors directly from Thien Long Group Corporation and Hong Ha Company. According to Vietnam Logistic and Information- News (2009), Thien Long occupies a certain position in Vietnamese market that usually comes up first in customers’ minds. Marker is rated as first of top products of Thien Long Group Corporation (Panjiva 2014)Tax of importing products to Vietnam

SWOT Analysis

Target Audience

Demographic Geographic Psychographic Benefits sought

18-25Both male and femaleMiddle class - high classBA or higher

Large cities such as Ha Noi, Ho Chi Minh City.

Various characteristics

Currently having unclear purposes in life.Lost their ways in finding their own voices.The pressure of living days by days under same boring routine.Their dreams have become something that they are forced to do.Living under harsh and stressful reality.Feeling tired doing what they are supposed to do.Losing interest in their life.Yearning for self expression inside.Almost give up on their situations.Looking for an escape out of that depressing situation.

A sincere ‘friend’ to the consumers.A reminder to their childhood, their dreams and their true self.An inspiration for creativity.A helping tool for finding motivation

Creative Strategy

Key Message: Awake The Kid Inside

Big Idea: Reflecting enthusiastic childhood on current depressing situation

Tone of Voice: In an inspiring and sincere way, which cooperates with different shades of emotions that can influence people.

S.M.A.R.T Objectives

Communication Objective: To increase the brand’s awareness among the target audience from 0% to 40% by the end of 2015To make “childhood” become the talking trend in 70% online newspapers for young adults such as Yeah1, Kenh14, Zing,... in the summer of 2015.

Action Objective: To attract 2000 people participating in the “A day back to childhood” event and “Childhood Museum” night in two days 31st of May and First of June.To reach the amount of about 1000 results when searching #sharpieawakechildhood by the end of 2015To have 2000 followers on Sharpievn instagram and 100000 likes Sharpie Vietnam Facebook page by the end of 2015.

TVC

Poster

Poster

Poster

Outdoors Event

A Day Back To Childhood

Location: Ban Nguyet Lake in district 7, HCMCDate: Sunday 31/5/2015

Ban Nguyet Lake

Outdoors Event

Outdoors Event

Anh Sao Bridge

Rainbow Canvas with drawing/writing about childhood memory

Outdoors Event

Childhood Museum

Location: Ban Nguyet LakeDate: 1/6/2015

Ban Nguyet Lake

Social Network Campaign

#SharpieAwakesChildhood

Social Network Campaign

A Mash-up of popular Vietnamese Children song Music Video

Media Strategy

TVC, Music Video: VTV6, Yan TV, Yeah1 TV.

Poster: Yan News, Zing News, Kenh14.

Media Channels Date

 

4-May-2015

11-May-2015

18-May-2015

25-May-2015

1-Jun-2015

8-Jun-2015

15-Jun-2015

22-Jun-2015

29-Jun-2015

6-Jul-2015

13-Jul-2015

20-Jul-2015

27-Jul-2015

3-Aug-2015

10-Aug-2015

17-Aug-2015

24-Aug-2015

31-Aug-2015

7-Sep-2015

14-Sep-2015

21-Sep-2015

28-Sep-2015

5-Oct-2015

12-Oct-2015

19-Oct-2015

26-Oct-2015

2-Nov-2015

9-Nov-2015

16-Nov-2015

23-Nov-2015

30-Nov-2015

7-Dec-2015

14-Dec-2015

21-Dec-2015

28-Dec-2015

TVC (Yeah1, Yan, VTV6)                                                                     

Poster (Pop-up Kenh14, Yan news, Zing news)

                                                                     

Social Network Event                                                                      

Media Strategy

Question?