saigon catcher ( marketing department )
DESCRIPTION
Marketing plan and actionTRANSCRIPT
Table of contentsI. Introduction
o Name and logo
o Product lines
II. Marketing plan and action
o Market summary
o Competitive priorities
o Customer Benefits Package (CBP) diagrams
o Pre- and Post-Service Value Chain
o PR Strategy
III. Contribution and lessons
o Department Flow Chart
o Members’ responsibilities
o Measurements
o Team
o Individuals
Logo
• Black
o Mystery / Absence of light
o Strength and Modern
• Yellow
o Sunlight and Energy
o Happiness and Warmth
• S & C: SaiGon Catcher
• SaiGon + Catcher
o Emphasizes
o experience of all interesting
traditions and locations
o Reminds
o to support a green environment
o to take care of our Mother Nature
Meaning
SaiGon Catcher_Green
Potted plants
Wishing Grass Succulent plant
Lucky Grass
SaiGon Catcher_T-shirt
Crazy Teen T-shirt
80,000 VNĐ 80,000 VNĐ 80,000 VNĐ
85,000 VNĐ 85,000 VNĐ 85,000 VNĐ
Market Summary
• Market share: Cannot measure
• Target customers:
Students50%
Officers30%
Others20%
Green
Teenagers25%
Youth60%
Others15%
Tee-shirts
English Speaking
Foreigners90%
Others10%
Tour
1. Delivery:
fast delivery
on time delivery
right quality and quantity
dependable promises
2. Flexibility:
design adjustments
broad product line
ability to rapidly change production
volumes
3. Quality:
low-defect rate
product durability
environmental aspect
4. Customer focus:
after sales service
product support
dependable promises
measurement of satisfaction
product customization and
customer information
5. Cost:
no extra costs from production
offer the best price
being the seller which has the most
competitive price of the market
Customer Benefits Package (CBP)
Peripheral goods
• High-quality helmet
• Cakes
• Bottled water
Peripheral services
• Friendly tour guides
• Safety
Variants
• Free plant under their name
• Raising money for children
Tour
Peripheral goods
• Laundry tips
• Size
Peripheral services
• Advisory
• Pricing: Buy 5 get 1 free
Variants• Raising money
for children
T-shirts
Peripheral goods
• Plants care tips
• Allowed to change pot
Peripheral service
• Absorb computer radiation
• Reduce stress
• Pricing: Buy 120,000 VNĐ get I free mini plant
Variants
• Raising money for children
• Protect the Earth
Plants
Pre- and Post-Service Value Chain
Gaining customers
• Write PR posts on Facebook
• Share links
• Word of mouth
• Promotions
• Visual aids
Value Creation
• Carefully select products
• Passionate Sellers
• CBPs
• Price, Time
• Flexibility and adaptability
Keeping the customers
• Call back to customers
• Accept changes
• Answer questions
• Receive feedback
Public Relations Strategy• Overview of strategy
o Utilizing all the resources, both online and offline:
Friends / friends of friends
ITEC classes
Campus of University of Sciences
Other universities’ campuses
Potential customers from Facebook
• Overview of media:
o Social network is our main channel
free to use and easy to access
provides a great sources of current and potential customers.
free page analysis
SaiGon Catcher_Tour
SaiGon Catcher_Green
SaiGon Catcher_T-shirt
“Green for Now and the Future”
“Be active, be.u.tiful”
“Exploring and catching authentic SaiGon”
Printing
o Posters for sales
campaigns at universities
o Leaflets of purchasing
methods, care tips and
contact information
o Survey sheets for Saigon
Catcher Tour
MARKETING COSTS
Department chart
Supporters
Heads
Vice President
Pham ThuyDuong
Green
Dao ThuyTien
Tran ThuyTien
Tee_shirt
Nguyen Le Huynh Uyen
Thu
Nguyen Nhu Y
Tour
Pham ThuyDuong
Nguyen TuQuocThong
SUCCESS METRICS
OF
MARKETING
DEPARTMENT
Cost
Time
Facebook’s analysis
• Accesses
• Visits
• Clicks
Profit
Requirements for success:
Reach the expected revenue
Earn brand recognition
Earn extra profits for charity
Goal
Reach the
target
profit
Marketing
Flow
chart
Gantt chart
Activities on node
Responsibilities and tasks
• Managed censorship
• Assigned tasks
• Supported team members
Pham ThuyDuong
• Managed Tee-shirt-line
• Set up POSM
• Supported others
Nguyen Le Huynh Uyen Thu
• Supported setting up tour
• Survey
Nguyen Tu QuocThong
• Managed Green-line
• Supported leaders and membersDao Thuy Tien
• Translated PR posts
• Supported othersTran Thuy Tien
• Supported others
• Took photographsNguyen Nhu Y
Responsibilities and tasks
Customer expectation
+Verdancy
+Reasonable price
+Variety of pots
+Information: meanings, care
guides
+Information: size, color, design,
price
+Real images
+Laundry guide
+Advisory
+Authentic SaiGon
+Local foods
+Interested places: nightlife, historical
monuments
+Reasonable price
+Safety
Plant T-shirt Tour
Our contribution
+Set price that is suitable for target
customer
+Took photos of different pots
+Shared plants care tips
+Wrote descriptions for albums in
Vietnamese and English
+Online 24/7
+Uploaded real pictures on Facebook
+Shared laundry tips
+Gathered needed feedback via survey
+Carefully selected drivers
+Provided high-quality helmets
+Successful tested tour
Plant T-shirt Tour
Pham Thuy Duong
What I have done
oAssigned tasks to members
oManaged censorship
o Supported members
oDesigned survey for tour
oDesigned tours
o Tested tour
o Supported R&D department
What I have learned
o Correlation between
departments
oDesigns of Flow charts
o Customer benefits
packages
oMeasurements within
Organization
Nguyen Le Huynh Uyen Thu
What I have done
o Brainstormed Company’s
name and logo
o Wrote PR posts Tee-shirt page
o POSM, Digital
o Brainstormed Tourism
advertising campaign
What I have learned
o Operations Management
o CBP, Gantt chart, Process
design
o Facility Layout, Supply
Chain, Inventory
Nguyen Tu Quoc Thong
What I have done
o Supported sales team
o Survey
o Contributed to design
tour
o Marketing products to
acquaintances
What I have learned
o How CBP contribute to customer
satisfaction
o The important of OM in reality
o Basic in Designing Goods and Services
o The purpose of every organization is to
provide Value to its customers
Dao Thuy Tien
What I have done
o Brainstormed company’s
name and logo
o Designed leaflet, poster
o Created and managed
Facebook page: Saigon
Catcher_ Green
o Wrote PR posts
o Supported Sales, R&D and
Manufacturing teams
What I have learned
o Time management
o Marketing skills: writing posts
using visual aids, attract
customers
o The flow of works between
departments and between
members
o Dealing with customer upsets
o Responsible, independent
Tran Thuy Tien
What I have done
o Helped create the survey and design
the tour
o Helped edit some content of Green-
Facebook page
o Did some translations
o Supported Sales team
What I have learned
o Teamwork, punctuality,
responsibility
o Preparation
o Operation Management
o Government relations
o Legal aspects
Nguyen Nhu Y
What I have done
o Brainstormed Company’s name
and logo
o Wrote post on Facebook pages
o Took pictures of products
o Supported Green-line and Tee-
shirt-line
o Supported Sales team
What I have learned
o Operation management
o How to operate a company
o Each department is important
factor to the company success
o Cooperation of departments can
affect the company operation
