group 5p get touch presentation for tiki round 2
DESCRIPTION
Group 5P get touch presentation for tiki round 2TRANSCRIPT
PERSONAL CARE PRODUCT SECTOR COMUNIACTION PLAN
What make tiki different ?
Prestigious- Good customer care
Tiki – Shopping joy Tiki – Search Tiki – Saving
But for most people, Tiki.vn is mainly associated with only books
However, personal care is completely different from books and Tiki.vn cannot apply these customer values to this product sector. What we will do ?
Raise customer awareness of personal care products sector Increase the amount of people buy personal care product on
tiki.vn 20%
Gain the reputation in the book sector as well.
Increase sale by 15%
FemaleAge 18-24Income : average and above average
Familiar with buying book at
tiki.vn
So Why they don’t buy personal care products like books???
When e-commerce joins in VN and personal care products were sold online, a lot of people think that they like buying personal care products from supermarkets/groceries rather than buying it online.
It’s not because they don’t believe in the quality of products or services. But their habit of buying in supermarkets/groceries has became culture, which is the only way they think about when they have the demand of using personal care products.
96% Women have the habit of want to experience their products
95% Women want to try products before using
89% Women buy products directly in supermarkets/groceries
So why them like buy in that place ?
Because of …
I only believe when I Touch
They want to SMELL, SEE, FEEL, CONTACT, COMPAREthe product before they truly believe in it
get TouchMessage: Let’s Touch the happiness
Objective
Create awareness
Activate customers
Build “Raising-
awareness”
event
Create a
“WOW”
effect for
Tet.
Re-confirm key message
Amplify the campaign in
big scale
Communication messagesEveryone wants to be happy during
Tet. So have you prepared anything
for yourself yet?
Everyone wants to be beautiful this
Tet. Buying Tiki personal care
products makes people inspired by
you
Let your beauty
blossom this Tet.
Let your beauty
blossom with Tiki
personal care
products
This year, Tiki holds
the biggest New
Year “COUNTDOWN
event” online in
Vietnam.
Go to the Event,
take the greatest
and happiest
moment to get big
prizes
Let’s Touch
the
happiness
INVITATION
10-20/1
EXPERIENCE
21/1-30/1
AMPLIFICATION
1/2-14/2
PRE-LAUNCH9/12-9/1
Phase 1: Read your flavorOnline flash banner
Email, SMS
Bookmark
Phase 2: Surprise Touch
Print ad, PR
Newspaper: 2!, Hoa học trò, ione, kenh14…
SMS, Online ad banners, email.
Phase 4: Touch smart
TVC: Report documentation
Website, Tiki fanpage
PR: magazines, newspaper
Phase 3: Touch the Experience
Event online on tiki.vn
Tiki fanpage
get TouchPromotion channel
Online banner, SMS, email, article on website about :Everyone wants to be happiness during Tet. So have you prepared for yourself yet?
Everyone wants to be beautiful this Tet. Buy Tiki personal care to make people inspire by you.
Because
If you’re beautiful in Tet, you’ll be beautiful for the rest of the year
Read your flavor
One bookmark in each bookOn the bookmark has a rubbing piece which you can rub on it and the example of personal care products will appear on you finger.Information about personal care products and attractive people to Get your surprise on Tiki.vn
surprise touch
Talk online about Tet:What do you prepair something for Tet?What do you think about beauty in Tet?
Photo storyboard about beauty in Tet.
Share tips that make you more beautiful in Tet
Raise awareness about COUNTDOWN event in Tet campain:Share information about event online, make people surprise by flash bannerabout COUNTDOWN event
PR on Print: Announcement for the event
Touch the experience Countdown Event
In each day, Buy personal care products with price COUNTDOWN from high to free Choose the best time which is happiest for you to buy suitable price If you are faster than others you can buy lower price
smart Touch
Event report on TV,Facebook, Twitter…
Create album images: Beauty Collection
Safe, reliable and economical online shopping handbook is in personal care products item, guides women to select products properly
Lucky draw online
Marketing objective Business objectiveCommunication
objective
Brand Influence survey
Expected number of participants Statistics
Sales up 15%Access number statisticsEditorials: 75 Advertorials: 50News: 100Events: 1Online Fanpage: 25 000 like7 000 comment200.000 reach
KPIs