BA06MK __________________________ BA Department HCM International University

1. Brand Marketing Plan
Creative Interior Decoration

2. Outline
7. Q&A
6. Mersure
5. IMC
4. Brand identity
3. Consumer insight and segmentation
2. Brand/product concept
1. Market Overview

3. Demand trend Social trend Economy condition Social
trend SWOT Analysis

4.  Demand trend
 Need of expanding living space increases leads to need
of new interior decorations
 However, almost brands focus on model, price quality
but ignore the real demand of increasing living space
 Creative decor becomes the best solution
 Social trend
 People tend to use modern, stylish product.

5.  Economy condition
Affordable price is the most consideration
 Law and Regulation
WTO creates opportunity to develop decor industry
Government encourages purchasing

6.  Competitors focus model, price; the demand of
expanding living space is not hold in esteem.
 Famous brands are too expensive while the models of
affordable products are not multiform. The biggest
consumption in the market comes from small shop
with no brand
 Most of Vietnamese brands focuses on exporting
product for profit and make light on domestic market
and ignore branding. Most of Vietnamese brands are
most familiar with domestic customers

9.  Creative in designing, affordable price
 Multifunctional product
 Premium service: consulting for designing, design
based on science of the winds and waters and fortune
 Each product has sample material with which
customers believe in Alinia brand

17. Geographic Demographic Target segment

18.  Consumer insight:
Customers like to increase their living space , and they
care about nice models, quality, and price when buying
interior decoration.

19. Segmentation:
Geographic: - Domestic: Citizens ( HCMC,HN, Da Nang….)
- Global market: EU, Japan, USA, China

20. Segmentation:
 Demographic:
Income
Age Characteristic
(million VND)
Intellectual and like to experience
25-50 5-10
new things.
27-40 5-13 Love beauty

21. 8c2a7b6e
Target segment
 Citizens aged from 27 to 45, married. They are officers
or whole a small business. Their incomes belong to the
middle-end class in big cities. They may own or rent
accommodation, but their area are small.
 They love beauty and like to experience new things

22. Vision Mission Objectives
Brand name Logo Slogan Core Value

23.  Vision: The leading brand in the Vietnamese interior
decoration market and become one the famous global
brand.
 Mission: brings our customers comfortable living
space by saving every centimeter square.

24.  Objectives:
 The 1st year
 Relationship with trading partners
 Recruit intelligent designers.
 Production goes in to stable performance.
 The 2nd year
 Export to foreign markets,
 Growth rate is about 40% and revenue exceeds $ 10
million.

25. Brand name: “Alinia” (all in)
Slogan:
“Space your World UP”.
Core value:
Creativeness makes us different

27.  Position statement
To people who live in urban and have average
income in comparison with the most of population,
Alinia is a brand of creativeness. We will help you
use your space efficiently because like you, we
understand the urgent demand in using space.

29. Ad on newspaper and magazine Public Relation & Sponsorship
Print brochure & Guidebook Direct mail Trade Promotion
Event Internet Ads Word of mouth Showroom

30.  Newspaper:
 Tuoi Tre ( read most by
the South residents),
 Cong An Nhan Dan
(most popular in the
North)
 Magazine:
 Kien Truc & Doi Song,
 Tiep Thi & Gia Dinh

31.  Creative, artful, professional and effective description.
 Show them the creativeness and benefits of Alinia.
 This increases positive image of Alinia in customers’
mind in resulting.

32.  High discount rate higher
to attract wholesalers and
retailers.
 Vacation, commission
when they reach highest
sales.

33.  Invite journalists to come to our press conference
 Our green-plan is designed to develop forest area

34.  “How comfortable you are in 20 square meter room?”
 “Event for wholesalers and retailers”
 VietBuild and Expo fair to build relationship with
customers, trading partners, communication partners,
etc.

35.  E-Mail Marketing.
 We will buy list of email
address of companies
related to building and
decor industries, and
target customers.

36.  E-News: Vnexpress.net, 24h.com, etc.
 SEO: search engine optimization (Google, Yahoo, Live
, etc.).
 Famous e-commerce websites such as Alibaba.com,
Ebay.com etc.
 Exchange website: raovat.net, 5giay.vn…
 Social Network: Y!360, facebook.com, myspace.com,
blogspot.com

37.  Alinia website is e-commerce channel
 Design: friendly and should be familiar.
 Virtual space (3D) as they really do as shop.
 Updated frequently
 Game online on website related to our products so that
customers can relax and get Alinia’s information
simultaneously.

40. Games
Azada
Hidden Expedition Amazon

41.  Every employee is cell of organization
 Understand message of Alinia
 Channel transfer to their social network

42.  HCM: Ly Thuong Kiet Str., Dist. 10
 Ha Noi: Me Linh Plaza

43. Plan

44. Tools 1 2 3 4 5 6 7 8 9 10 11 12 $
x x x x x
Ad on magazine 60,000
x x x x
Print brochure & Guidebook 20000
xx xx x x x x x x x xx xx xx 250000
Trade Promotion
x x x
Public Relation 5000
x x
Sponsorship 12000
xx
Direct mail 1000
X x
Event 50000
x x x x x x x x x x x x
Internet Ads 50000
x x x x x x x x x x x x
Showroom 100000
x x x x x x x x x x x x
Word of mouth 0
Total 548000

47. Members of group one
Vo Le Duy
BA060087
Le Minh Hai
BA060089
Nguyen Thuy Anh Thu
BA06014