Marketing challengers RMIT 2015 - The Fantastic Four Team

HP PAVILION X360 IMC PLAN

CONTENT TABLE

BRAND PLAN RECAP

IMC STRATEGIC PLAN

IMC DEPLOYMENT PLAN

ECOSYSTEM & BUDGET

EVALUATE PLAN

BRAND PLAN RECAP

CREATE TECHNOLOGY WITH A PURPOSE:

TO MAKE LIFE BETTER FOR EVERYONE, EVERYWHERE

KEEP REINEVENTING

HP COMPETITORS

• Creativity & artistic design

• Affordable price

• Variety of laptop’s use and serve many type of customer

• Good Quality

• Tend to simple design

• Most trusted & well-known PC’s brand in Vietnam

HP PAVILION X360

Functional

Emotional

B & O AUDIO LIGHTWEIGHT GOOD HAREWARE

360 0 of versatility. One smart price.

Stylist, trendy, hi-tech & modern Proactive & catching your own life

TARGET MARKET

TARGET AUDIENCE

The University of Finance & Marketing We’re around 18-22, active & modern We’re trendy & love the innovation in technology, usually update the latest

Freshman & Sophomore in UFM Around 18 – 20, active & modern Family income is over 15 mil VND/ month

20.000 students

10.000 students

HP BRIEF’S OBJECTIVES

COMMUNICATION OBJECTIVES

RAISE HP BRAND & HP PAVILION X360 AWARENESS

PUSH SALE AFTER CAMPAIGN

100% TA AWARE HP PAVILION X360

80% TA ENGAGE WITH THE CAMPAIGN

50% SET PAVILION X360 AS THEIR PRIORITY WHILE DECIDING THEIR FIRST LAPTOP

TA are still afraid of the risks of taking innovation, even though they see the opportunities in it

FACTS

TA’S INSIGHT

The opportunities of: • Reading books • Presentation • Saving time & money • Sharing experiences • Be more active

Freshmen and sophomores, just entering college, are given a lot of resources & opportunities. But they haven't found out how to use

them effectively since this is the first time they were given this much

Be proactive in their life

BIG IDEA SMART SCHEDULE

KEY MESSAGE

REINVENT YOUR STUDENT LIFE

IMC STRATEGIC PLAN

Trigger TA to start challenging

themselves

START REINVENTING

Sharing their achivements

SHARE YOUR REINVENTING

Speard the “Reinvent” spirit

in UFM

NEVER STOP REINVENTING

SMART SCHEDULE Microsite

Sum-up Clips Special Tet gifts

Competition & Event

Fanpage & Activation Social & KOLs

PR Articles Online Ads

Fanpage Social & KOLs

PR Articles Online Ads

Viral Clip Fanpage & Activation

Social, KOL & PR Online Ads

PHASE 1 PHASE 2 PHASE 3 01/01 – 31/10 01/02 – 21/02 15/02 – 31/03

OBJECTIVE

MESSAGE

KEY HOOK

SUPPORT-ING

TACTICS

IMC DEPLOYMENT PLAN

START REINVENTING

Tool Media

PR Super M

Kenh14.vn

KOLs

Activation Booth & POSM

Social Fanpage

UFM’s organizations’ fanpages

Online Ads Boost post & Link to web

KEY HOOK

TOOLS

SMART SCHEDULE MICROSITE

Notebook for work

Tent to play

Stand to watch

Tablet to go

SMART SCHEDULE Pavilion X360 reinvents with you!

HOME SMART

SCHEDULE ACTIVITES HOW TO USE

SIGN IN SIGN UP

WHERE TO GO, WHAT TO DO, HOW TO BE BETTER, ARE YOU

ASKING THESE QUESTIONS? SO SCHEDULE YOUR STUDENT LIFE SMARTLY, WHY NOT?

ARE YOU READY FOR YOUR REINVENTION WITH US?

Notebook for work

Tent to play

Stand to watch

Tablet to go

BUILD DATING

MEETING GALLERY YOUR REINVENTING JOURNEY

ARE YOU READY? NGHIA SMART SCHEDULE Pavilion X360 reinvents with you!

STUDY & WORK ENTERTAIN SOCIAL ACTIVITIES COMMUNICATE &

SHARE

YOUR SCHOOL & PART-TIME SCHEDULE

RELAX AFTER ACTIVE & HARD-WORKING TIMES

TAKING PART IN SOCIAL ACTIVITIES

DATING OR HANGING OUT WITH FRIEDNS


Tool Media

PR Super M

Kenh14.vn

KOLs

Social Fanpage



KEY HOOK

TOOLS

SUM-UP CLIPS & POSTCARDS

I’m Khang from CLC 15DMA1.

This is my Reinvention

My first meeting with class at Hoang Van Thu Park

Our class hanging out and making so many friends, we’re

closer & having

much fun The presentation day of Marketing Challengers

I made my own Smart Schedule

Just in 1 month, I had great

experiences

First 10 mark

Class meeting

Join MarCha


Tool Media

PR Super M

Kenh14.vn

KOLs

Activation Booth & POSM

Social Fanpage



KEY HOOK

TOOLS

COMPETITION & EVENT

VIRAL CLIP

Emotional taking-postcard moments

Happier Tet for fresh college students

Sum-up of what HP have given for Tet

Teasing for “Your reinventing journey”

YOUR HAPPY VERY FIRST TET OF COLLEGE TIME

COMPETITION YOUR REINVENTING JOURNEY

EVENT NEVER STOP REINVENTING

For students creating Smart Schedule

Tell their “2-months-reinventing” stories

Post on Microsite & the most voted will win 1st place prize is HP Pavilion X360

Awarding for the competition

Speakers & KOLs with their sharing

POSM to presents HP Pavilion X360

TIMELINE

Phase 1

Phase 2

Phase 3

ECOSYSTEM & BUDGET

ECOSYSTEM

START REINVENTING



BUDGET

EVALUATION PLAN

THANK YOU