1. Background 2
2. Project Objectives 2
3. Communication Objectives 2
4. Target Audience 3
4.1. Primary Target Audience 3
4.1.1 Customer behavior 3
4.1.2 Receiving information preferred method 4
4.1.3 Level of awareness and knowledge 4
4.2. Secondary Target Audience 4
4.2.1 Customer behavior 5
4.2.2 Receiving information preferred method 5
4.2.2 Level of awareness and knowledge 5
5. Key Message 5
5.1. Key message 5
5.2. Evaluating 6
6. Communication Mix 7
6.1. External Communication 7
6.2. Internal Communications Mix 7
7. Promotion 8
7.1. External promotion 8
7.2. Internal Promotion: 8
8. Being on Brand 8
9. Budget 9
9.1. Budgeting method 9
9.2. Campaign budget 10
10. Scheduling and Timing 11
11. Conclusion 13
1. Background
HD BOHEMIA is one business unit of HD GLOBAL Company. HD BOHEMIA is new business to promote and selling Czech Gold Crystal in Vietnam market. HD BOHEMIA has approved for exclusive distribution certificate for Vietnam market.
Website of HD BOHEMIA is building. The link of website is installed already. However, it’s not been advertised, ranked, searching optimized yet.
HD BOHEMIA has target markets for both kind of customer: individual customer and organization customer who is living in big cities such as: Hanoi, Ho Chi Minh, Da Nang with following characteristics:
- Citizen consumers
o High and middle end
o Women and men
o Age: 23-45 year old
o Business, office working
- Organization customers
o Agency
o Kiosk
o Foreign and state own company
o Hotel, Bar
o Architect
2. Project Objectives
Our project objectives for the communication plan is marketing and selling Gold Crystal in Vietnam market.
3. Communication Objectives
HD Bohemia’s product is new product to Vietnam market. In order to entry Vietnam market. HD Bohemia...