Final Project IMC(Hoan Chinh)

8/18/2019 Final Project IMC(Hoan Chinh)

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Table of contents

EXECUTIVE SUMMARY ............................................................................................................ 2

I. COMPANY OVERVIEW ....................................................................................................... 3

II. INTERNAL SITUATIONAL ANALYSIS ............................................................................. 5

1. Industry analysis .................................................................................................................. 5

2. Positioning in the Market ..................................................................................................... 7

3. SWOT analysis for La Vie En Rose Company:................................................................... 8

III. EXTERNAL SITUATIONAL ANALYSIS ........................................................................ 9

1. Competition.......................................................................................................................... 9

A. Direct competitors .............................................................................................................. 9

B. Indirect competitors .......................................................................................................... 10

2. Customers .......................................................................................................................... 10

3. Need for an IMC plan ........................................................................................................ 11

IV. IMC CAMPAIGN .............................................................................................................. 12

1. Marketing Communication Message ................................................................................. 12

2. Detail of the IMC campaign .............................................................................................. 12

3. Promotion budget ............................................................................................................... 17

4. Package information .............................................................................................................. 18

V. CONCLUSION ........................................................................................................................ 18


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EXECUTIVE SUMMARY

This report discusses about the Integrated Marketing Communication plan for La Vie En Rose

Florist Boutique - a B2B business which provide multiple services of dried flowers decoration.

La Vie En Rose’s main target customers are focused on medium and large businesses including

coffee shops, restaurants and events in Binh Duong province. It is located in Thu Dau Mot City

and the reason why we choose this place to start-up our business mainly because we would like

to establish a new kind of service to meet the demand of B2B market. Moreover, La Vie En Rose

Florist Boutique is a start-up business which means our Integrated Marketing Communication

has met challenges about budget, besides, the businesses who are our target customers have not

been aware of the potential of dried flower as well as the importance of environmental

background decoration.


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I. COMPANY OVERVIEW

Name of business: La Vie En Rose Florist Boutique

Type of business: Service

Main products: Dried Flower Package of Decoration Service

Phone number: +6503.010.010

Website: www.LavieenRose-Florist.com

Facebook fan-page: www.fb.com/LevieenRose

Email: [email protected]

Address: 999, Thich Quang Duc Street, Chanh Nghia Ward, Thu Dau Mot City

Opening day: 10th

October, 2015

Mission: We aim to be the top supplier service of dried flowers in Thu Dau Mot

market by continuously offering high quality, reliability and by taking a professional work style

with knowledgeable and customers-focusing staff to make sure bringing the best service to

businesses.

Vision: Our vision is providing distinctive floral designs from coffee shop to

restaurant which based on the cutting-edge modern flower design. Our distinctiveness is largely

relied on three main factors: motivated employees, a unique dried flowers product range, and

creativity based on the needs of business.

SMART Goals

Specific : Consumption. We introduce La Vie En Rose as a dried flower shop. With all

advantages we have, encourage demand for coffee shop or restaurant in Binh Duong is

the main purpose of our business.


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Measurable : Gaining 40% of public awareness through promotion tools such as

advertising on Website, Facebook, SEM and web banner in phase 1.

Attainable : Designing professional atmosphere as La Vie En Rose’s mission set u p and

also provide royalty, and elegance for our customers’ store layout.

Relevant : Affordable price. We divined in different packages for customer.

Time -bound : Nearly half of a year. This is the time in need to gain awareness by running

IMC campaign.

Company slogan: “Creative and beyond”

Deliver professional service with outstanding product quality and authentic yet creative design.

Lavie En Rose proudly serves business with outstanding floral design and committed to quality

and service

Core values: Our business approaches revolve around following core values:

Unique design

Diversity product range

Excellent customer service

Superior quality

Innovation

Key to success:

Continuing creativity and innovation

On time service and quality of product

Staff training and knowledge

100% Satisfaction Guarantee.


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Community service

The company commitment to create long-term relationships with our customer.

II. INTERNAL SITUATIONAL ANALYSIS

1. Industry analysis

Threat of new entrants: Average

It is not easy to copy 100% idea of our company because we belong to service industry.

Moreover, we concentrate to designing space. Hence, every business may have the different

style.

Threat of substitute products: Average

In addition to natural flowers that are more expensive and having shorter usage time; the

artificial floral products are potential to the Binh Duong market. This product has similar color to

the natural flowers as well as a long lasting age. Customer also takes less time to take care of

them compared to tradition flowers. In fact, artificial flowers are the new entrants of natural

ones. However, the owner of coffee shops can buy other materials except our dried flowers and

decorate their shops by themselves.

Bargaining power of customers: Average

Given the fact that this type of products is new to Bind Duong people, customers are likely to

pay higher price to purchase this attractive and enduring product as well as our service.

However, this type of products is quite popular in several proximate areas in Ho Chi Minh City.

Hence, customers are able to compare the prices and bargain for a cheaper price.


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Bargaining power of suppliers: High

Since the company is a small enterprise that is in the early stage to enter Binh Duong market.

Due to the low sale forecast, the products orders quantities is fairly small; hence, the suppliers

might sell their products with higher cost. On the other hand, the number of suppliers is limited

to several flower importers in Dalat City. The flowers are imported from Thailand, China or

Japan. The importers have great power to decide their selling price; since the company might

have less information of the original price of the flowers.

Rivalry among existing competitors: Low

Currently, in Thu Dau Mot city there are more than 10 flower shops which merely sell only dried

flower but combine various types such as fresh or artificial flowers in order to approach larger

volume of customers with diversified purposes. Consequently, it could be seen that the dried

flower market competition is not as intensive as the fresh flower one.

In short, Lavie En Rose is very potential in in troduction stage of this service industry.

LaVie En

Rose


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2. Positioning in the Market

A. Positioning

Lavie en Rose is a flower shop which delivers dried flower and additional design service for

businesses and parties like coffee shop, wedding and birthday party in Thu Dau Mot city, Binh

Duong province.

B. Brand attributes

Affordable price

Our products are divided into 3 increasing-level-of-service packages which are expected to

engage with multiple financial capacity of different prospects. In addition, advices are offered

when consumers need for appropriate budgets. Compared to the rivals, none of them has

implemented this kind of service before, so there is no harsh competition.

High quality product

Dried flower which is applied new technology of long-lasting beauty reservation is directly

transported from Da Lat. Therefore, on one hand, customer will be able to see the sustainable

element, on the other hand, reducing the maintenance cost of flower shop follow-up stage which

lowers need for flower replacement but only the dirt removal and design rearrangement.

Thoughtful and Dependable

Focus on customer service to compete with competitors, Lavie En Rose guarantees when signing

the contract that “Customer is king”, which is exactly followed, combines free-shipping for all

orders, being on-time and serving with understanding and whole-hearted manner.


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Fresh and Creative

This one of the most highly emphasized among 5 attributes. The designers who are young,

energetic and well-trained will generate the authenticity of the businesses and parties’ layout and

at the same time, develop styles and differentiate theirs to their other competitors. This is what

businesses desired from us, because at the current, people are more concerned about the beauty

and background of the coffee shops aside from the taste and services.

Vintage Store Layout

After market investigation, more than two third of the competitors do not care about the

background of the store, in other words, they spent very low budget on this segment. Therefore, a

fresh and sophisticate store decoration will raise the awareness from outside the street and online

market.

3. SWOT analysis for La Vie En Rose Company:

Strengths: The La Vie En Rose provides the innovative decoration service to business

customer in a large scale. Our company has the unique service of seasonal decoration which

varies from Christmas, New Year or Valentine decoration… In addition, La Vie En Rose

commits to distribute the best customer service, diversified product range to customers as well as

employing the innovative and enthusiastic staff from well-known arts school.

Weaknesses: Our Company is new to the market; hence, the reputation is still very low

and to gain customer’s awareness is very challenging. The managing staff is very young and

might be lack of other fundamental working skill. Consequently, financial resources of La Vie

En Rose are also limited to managing staff’s own capital.


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Opportunities: La Vie En Rose has a great business prospect; since, the idea of seasonal

decoration is unique. The market of natural flower decoration is saturated; however, dried flower

decoration is completely new to Binh Duong market. The appropriate cost of material and

product reservation also helps to assure a profitable business.

Threats: Our Company has to confront with the threat of over-costing our products due

to the superior quality, innovative and excellent customer service orientation. These values might

trade-off with a very high cost. Other threat would be the customer’s reluctant to our seasonal

decoration; since a frequent decoration would cause them high addition cost.

III. EXTERNAL SITUATIONAL ANALYSIS

1. Competition

There are several strong competitors – direct and indirect – who have been established

and well-known for a long time in the Thu Dau Mot city.

A. Direct competitors

As we are concerned about dried flower market, I RIS fl ower shop is one of direct competitors in

term of dried flower.

Straights

Diversity kinds of dried flowers from

silk, plastic

Western style and Goods sources

from France

Target on both personal and business

service

Weaknesses

Weak e-marketing

High price

Lack of promotional sales and low

customer services


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B. Indirect competitors

There are several strong competitors who have been established and well-known for a long time

in the Thu Dau Mot city. For example, Le Lam Fresh Flower is located for a long time in Binh

Duong

Straights

A long-time trusted brand

Affordable price

Various kinds of flower

Weaknesses

Weak e-marketing

No eye-catching decorations

Low staff training skill

Lack of sales promotions

Budget of services

2. Customers

Understanding customer is a essential way to sustainable development, our business have to

determine what the customer really need and try to identify customer characteristic as well as

motivations. Firstly, the characteristic of businesses in Binh Duong is that they yearn for

experiencing the best quality product and service. They have a high requirement in creativity,

unique design, quality products and acceptable on price. Moreover, to anticipated changes in

customers’ behavior, our business has to understand that reputation is driving force behind the

success. Besides that, unique decoration, constantly innovation is also play a vital role to create a

good way to get trust from business.

In the internal analysis, our specific client’s target market relies on the coffee shops, restaurants

and businesses that need the decoration for their space in Binh Duong Province. We focus on

medium and large enterprises. To reach the loyal customer, we committed to quality and service.


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Moreover, creating long term relationships with them and customer satisfaction is also putting in

one priority.

3. Need for an IMC plan

There are four reasons why Lavie En Rose needs a IMC plan Firstly, going to be in Thu Dau Mot

market, although there are plenty of businesses in the flower industry, but as being said,

competitors do not highly invested in marketing, so that the possibility of success would increase

if Lavie En Rose builds a well-planned IMC process to stand out in a market. Lacking of a detail

plan with oriented strategies will lead to the ambiguity and wrong decisions which waste the

budget.

Secondly, an IMC plan will definitely help the business deliver a consistent message among the

marketing communication process. Without this plan, target customers as well as the community

as a whole would misunderstand the brand’s direction which accounts for wrong choices or

shifting to the other brands.

Thirdly, the marketing will activate the value that has been buried for a long time or what has not

broadly appeared in the mark et, then recreate the new perception in customers’ mind about the

products offered. In this case, Lavie en Rose will bring a not-very-new but considered-new term

in Thu Dau Mot market, the appropriate price with excellent service.

Finally, the IMC plan is not only beneficial for the outside but also inside the organization. On

one side of the coin, it keep the teamwork being on-track which gets rid the operation of being

passive, strengthen the energy among employer that bring them to unlimited creativity.

Furthermore, the most important reason is that, by setting goals and objectives, we will be able to

evaluate what have been achieved and what have not to consider what is needed to improved


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what is needed to maintain and developed to build the cornerstone for a new IMC plan in the

future.

IV.

IMC CAMPAIGN

1. Marketing Communication Message

“Delighting X’mas & New Year does not cost more”

2. Detail of the IMC campaign

Implementation

PHASE 1: BUILDING BRAND NAME (September 10th, 2015 – January 10th,

2016)

Objective: gaining 40% brand awareness of Thu Dau Mot city which means raising need

of dried flower’s designing service.

Stage 1: From September 10th to October 10th, 2015

10th September

On the first stage of Phase 1, Lavie En Rose will have a kick-start with Internet marketing by

launching official Facebook page and website which link to each other to be well interact with

the customers. In addition, being know that direct and indirect competitors also have a Facebook

and websites which are rarely updated, so Lavie En Rose will not only focus on design with

clearly categorized products but also allocate an admin who will answer phone calls and online

questions/feedbacks so as to get rid of being neglected of control.

20th September


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On 20th September, a short advertisement that briefly introduces about Lavie En Rose will be

posted on Youtube which is expected to gain 20% brand awareness in Thu Dau Mot.

After that, from 20th to 30th September, to gain the attention about the appearance of Lavie En

Rose on the market, brochure and our product, designed dried flower will be delivered to

potential businesses in Thu Dau Mot as a gift (trial), then we are willing to receive feedbacks.

1st October and 5th October

In this period, email will be sent to the prospects to announce again about the contest on the

opening days and which business would participate.

Stage 2: From October 10th to November 10th 2015

On October 10th

La Vie En Rose shop is opened in October, 10th, 2015

Sale promotion: Flower arrangement Contest and consulting. The winner will receive a Personal

Package in free.

October 10th - November 10th, 2015

La Vie En Rose shop will update information of the contest which comprises of the winner and

the prize. During this period, we will launch Facebook advertising to gain the attention of people

about our business as well as our service.

Stage 3: From November 10th, 2015 to January 10th, 2016

November 10th - December 10th, 2015


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Within one month from November 10th, 2015 to December 10th, 2015 Lavi En Rose will come

to each coffee shops or the businesses that care and ask for our service to present about package

service and deal for contract. After the discussion between Lavien Rose and the shops, we will

come to make decision for the particular plan of Christmas decoration for each business with

message “Delighting X’mas & New Year does not cost more”.

In the same one month period, we use the Internet as our strong tools to advertise. We conduct

launch the Google ads and ad banners in art and design newspapers such as baomoi.com,

kientrucvadoisong.net, etc… to get more attention of people about our company and service.

December 10th - December 20th 2015

From December 10th, 2015 to December 20th, 2015, we implement the plan for each coffee

shop. It means that the decoration will start in this time. The ideas of decorating will focus on

“Merry Christmas and Happy New Year”.

December 26th, 2015

We come back to the coffee shops and redecorate their space with New Year spirit.

January 10th, 2015 – Following up program

After the campaign, we collect the feedbacks from phone call, direct communication, forum

seeding and inbox on Facebook page. Next, we execute the evaluation steps, which is one of the

most important parts of our IMC campaign.

PHASE 2: BRAND POSITIONING (from January to May, 2016)

Objective: reach out 50% of brand awareness


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After gaining 40% awareness of Thu Dau Mot citizens, it is the phase for affirming the position

and function of Lavie En Rose on the market by generating more seasonal marketing campaigns.

For Luna New Year and Valentine, aside from the new business orders who purchase for full

service package, loyal customers who would like to continue the contract for these periods will

receive 10% discount for the next package orders. Besides, in Valentine, candy and chocolate is

giving along with the package.

To spread the reputation, a new campaign namely “Share the Experience” will be launched. The

concept of this is that whenever a current customer is able to introduce to us new customer, every

new one will be 10% accumulated discount on the next order.

In this period, appropriate banner for each campaign is still run on Kientrucvadoisong.net

PHASE 3: BRAND EXTENSION (From May to September, 2016)

Objective: increasing brand awareness to over 60%

In the final phase of first year IMC Plan, Lavie En Rose is going to penetrate Binh Duong market

by increasing brand awareness to over 60%. On the other hand, this is the time for maintaining

and evaluation of the effectiveness, as a result, taking corrective actions and developing new

strategies. Lavie En Rose would like to expand the scale to Thuan An and Di An, which are on

the way to improve in food and beverage market. For example, launching one year anniversary

advertisement on Youtube to express gratefulness for customers after a year of operation.

Launching first catalogue of Lavie En Rose about all designs that we have done is also a way to

inspire the following businesses orders.

http://kientrucvadoisong.net/http://kientrucvadoisong.net/


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3. Promotion budget

Tools Position Price Amount Times Price per

year

Brochures 3,000 1,000 3,000,000

Banners 500,000 4 Opening day,Christmas day,

Women day,

Valentine day,

2,000,000

Facebook Facebook page 5,000,000 1 5,000,000

Newspaper/Mag

azine

Baomoi.com

Kientrucvadois

ong.net

10,000,000/3 PR

news

6 20,000,000

Total (VND) 30,000,000


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4. Package information

Personal package

Whole package price:

5.000.000 VND

Kind of flower: 5

Capacity: 40 branches/kind

Free ship fee

Enthusiastic designing

consultant support

Free decorating

Business Package


8.000.000 VND

Kind of flower: 10

Capacity: 80 branches/kind

Free ship fee


consultant support

Free decorating

Free 10 flowerpots and

ornaments

Enterprise Package


10.000.000 VND

Kind of flower: 20

Capacity: 100

branches/kind

Free ship fee


consultant support

Free decorating

Free 25 flowerpots,

ornaments and 20% sub-

flower added

Christmas and New Year campaign

We discount 20% to 30% for customers who sign Business and Enterprise package for this

campaign.

Providing some extra products for Christmas and New Year like Christmas pine, ribbon and other

decorative items.

V. CONCLUSION

We firmly believe that the establishment of La Vie En Rose shop is a practical as well as profitable

project, thus we have strongly confidence in its future success. In general, the ambitious business

plan and IMC campaigns will bring various meaningful values to investors, customers and society.

Documents

Final Project IMC(Hoan Chinh)