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PROPOSAL BUSINESS CASE

Associate Prof: Hoang Thi Phuong Thao Member: Hoang Manh Hung Member: Vo Hoang Ngoc Thuy

GROUP 15

Major: general management Major: Marketing

COMPANY
BUSINESS CASE
Learning objective(s)of the Group Practice theory Learn how to implement market research to understand consumers insight and make decision for branding strategy. How to implements marketing campaign for new product in which MKT activities are balanced within MKT budget. Measure MKT campaign result to make decisions for future plan Marketing Mainly Focusedon Branding Strategy Kao Vietnam Co. Ltd. New Laurier Fresh & Free sanitary napkin product Launch time: July 2013 1. Background: - Traditional Trade contribute 80% market size with the increasing trend while Modern trade is only 20% and in down trend in 2013. - Fresh & Free is new sub-brand of Laurier, replace old sub-brand Super Soft Net in July 2013. 2. Opportunities: - New technology sanitary napkin product with Unique Selling Points and new package design specialized for Vietnam market. - Increasing trend of MK share and facing share in Modern Trade. 3. Challenges: - Low Brand Awareness - Low market share - Limited MKT expense compare with competitors - Low distribution in Traditional Trade - Actual sales of MT contribute 60% sales of Total Laurier while TT only contribute 40%

Research area

Company

Opportunity statement

Identify the alternatives (please provided an extensive list of alternatives and then a short list of 3 or 4)

4. Objectives: - Increase brand awareness (Target: 85%; increase 113% versus 2013) - Increase trial ratio (Target: 4.7% from awareness; increase 127% versus 2013) - Push up distribution &sales in Traditional Trade to increase market share (increase to 50,000 shops distribution; increase 127% versus 2013) Sampling program and promotion will help increase the customer awareness that influences consumer decision to raise sales - Option 1: Special Sampling Campaign link with sales: Step 1- Awareness: Deliver sample box (2 pads/box) to target consumers. Sample box is the combination between the package of sample & the leaflet to introduce about the product together with educate its benefits. Step 2- Trial: Inside the sample box, we promote about Trial Contest on face book and Laurier website: after using the product, consumers can post their comment to win valuable prizes Step 3- Sell out: Consumers can find the discount coupon inside the box. Use that coupon consumers can buy Laurier Fresh & Free with discount price at TT shops. - Option 2: Retailers Campaign Step 1- Awareness: Support free display tool together with sell-in in shop to expand distribution& improve image at shop front. Step 2- Trial & sell out: Implement retailers redemption: with every 3 Mil sell- out, retailer can receive a valuable gift. Thus, retailers need to be enthusiastic to introduce Laurier F&F to consumers. To support retailers, we can organize PG team to come to shops during focused campaign period. - Option 3: Consumers campaign- package collection Step 1- Awareness & trial: eye catching design POP, especially sticker on product to introduce about package collection campaign. Also, use PG team to support introduce about the product and campaign. Step 2- Sell-out: consumers collect package to

exchange for ticket to join Fresh & Free live music dancing concerts and events in HCM, HN and 4 cities (Da Nag, Can Tho, NhaTrang, HaiPhong)

Identify the data you will need

Identify the time frame

Preliminary analysis of the alternatives

Question or comment:

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