Course: International Marketing - International University (VNU)
Brand: Soapen
Project: Marketing plan report
Members: Cam Tu, Kim Chi, Hong Yen, Ngoc Han, Minh Long, Thao Nguyen
This report includes:
- Current country (US) strategy of SOAPEN
- Analysis of external environment of Vietnam market (using data from Euromonitor report, Marketline):
+ PESTLE analysis
+ Geography distance (CAGE analysis)
- Vietnam entry strategy
- Proposed detailed promotional plan
Brief about the project:
- Scope of work: Communication & Advertising, Market Research
- Overview: SoaPen is a little soap-filled pen that enables kids to sketch on their hands and wash them, offering an alternative to conventional hand sanitizer or cleansers.
- Lecturer requirements:
+ Analyze detailed and reliable information of the brand
+ Analyze Vietnam market in terms of brand's industry by PESTLE
+ Build suitable promotional plan if enter Vietnam
- Idea: Vietnamese moms in big cities now encourage children to be creative, explorative in daily activities. Therefore, it is a chance for SoaPen to approach moms & kids in big cities of Vietnam.
- Message: Sạch tay, sáng trí - Siêu đỉnh, siêu nhí
- Objectives & Selections:
+ Communication objective: Gain 10% brand awareness in Ho Chi Minh (District 2 & 7) and in Ha Noi (District Gia Lam, Long Bien)
+ Sales objective: Gain 1% market share of handwashing for children.
+ Media decision:
. Reach: 1.7 million peoples living and working in Ho Chi Minh and Ha Noi (10% of total population of Ho Chi Minh and Ha Noi);
. Frequency: 3 times/ week;
. Types: social media
+ Budget decision: 595.000.000VNĐ
