EtMW 8.10 | Client or Agency?

May 2014

AGENDA8:45 - 9:15 WELCOME GUEST 9:15 - 9:45 MARKETING 9:45 - 10:30 CLIENT 10:30 - 11:00 AGENCY 11:00 - 11:30 HOW TO START + Q&A

Learning experience that changes lifewww.wecreate.life

Donald NguyenCofounder & Managing Director

Edu-Tech company 093 902 1508 - [email protected]

TÔI CHỊU TRÁCH NHIỆM CHO TẤT CẢ NHỮNG NỘI DUNG CÁC BẠN NGHE KỂ TỪ GIÂY PHÚT NÀY

“ĐỎ THÔI, ĐEN QUÊN ĐI!”

“MÌNH THÍCH THÌ MÌNH LÀM THÔI”

PRICE & COST

SLOW (WRONG) LEARNING IS EXPENSIVE

SÁNG TẠO - TỪ NGHĨ ĐẾN SỐNG

#1 LÀM MARKETING LÀ LÀM GÌ?

Mục tiêu của làm marketing@client là làm cho ngày càng nhiều khách hàng mục tiêu biết đến, sử dụng và trung thành với nhãn hiệu của

chúng ta – từ đó sẽ mua và sử dụng nhiều hơn.

Thực thi ngoài thị trường (In-market Execution)

Quảng cáo & Truyền thông (Advertising & Media)

Kế hoạch Marketing (Brand Marketing Plan)

Kiến trúc Thương hiệu (Range Architecture)

02BRANDKEY

02INTRODUCTION

The key changesintroduced are:

The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.

> Simplification of the BrandKey tools to focus on theBrandKey Vision.

> A simple Range Architecture model to helporganise brand ranges and communication.

> Emphasis on building each brand’s core categorystrength as our business backbone.

> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.

> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.

What’s new?

Who does what?

BRANDZIPBRANDKEY

BRAND DEVELOPMENT MARKETING 6P EXECUTION

02BRANDKEY

02INTRODUCTION

The key changesintroduced are:

The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.

> Simplification of the BrandKey tools to focus on theBrandKey Vision.

> A simple Range Architecture model to helporganise brand ranges and communication.

> Emphasis on building each brand’s core categorystrength as our business backbone.

> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.

> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.

What’s new?

Who does what?

BRANDZIPBRANDKEY

BRAND DEVELOPMENT MARKETING

02BRANDKEY

02INTRODUCTION

The key changesintroduced are:

The Brand Planning Toolset incorporates the learningbuilt up from the use of BrandKey in recent years. Italso serves to better integrate the activities involved inbrand equity and business planning, and the translationof strategic vision into local market action.

> Simplification of the BrandKey tools to focus on theBrandKey Vision.

> A simple Range Architecture model to helporganise brand ranges and communication.

> Emphasis on building each brand’s core categorystrength as our business backbone.

> A Brand Vision Plan to define clear strategic goalsand metrics relating to the development of brandequity and business performance.

> A Brand Marketing Plan developed at a nationallevel to specify the detailed actions brands will taketo close the gap between local market starting pointsand the strategic brand vision.

What’s new?

Who does what?

BRANDZIPBRANDKEY

BRAND DEVELOPMENT MARKETING

CONSUMER

SHOPPERRETAILER

X-MEN vs CLEAR MEN: CONSUMER vs SHOPPER

AI LÀM GÌ?

#2 LÀM CLIENT LÀ LÀM GÌ? LÀM SAO ĐỂ LÀM TỐT?

AGENCY

CLIENTBrand

managementTrade

marketing

Research

3 CHUYÊN MÔN CHÍNH TRONG CLIENT

Business processCategory strategy

Consumer understanding Brand Positioning Brand Innovation Brand Communication

Idea

Distribution Planning

ATL/BTL Agency Briefing

Communication & Distribution detail planningFinance audit

Approve & Prepare Pre-production Production Launch Monitor/ report

Research

Trade Marketing

Brand Management

Research

Trade Marketing

AGENCY

CLIENTMEDIA

ADVERTISING (IMC) PUBLIC

RELATIONS

EVENT/ ACTIVATION

DIGITAL

PRODUCTION

RESEARCH

MEDIA PUBLISHER

GLOBAL vs LOCAL: ƯU/NHƯỢC ĐIỂM

ĐIỀU GÌ LÀM NÊN MỘT MARKETER TỐT? CLIENT & AGENCY POV

#3 LÀM AGENCY LÀ LÀM GÌ? LÀM SAO ĐỂ LÀM TỐT?

SÁNG TẠO (CREATIVE)

CHĂM SÓC KHÁCH HÀNG (ACCOUNT MANAGEMENT)

SẢN XUẤT (PRODUCTION)

HOẠCH ĐỊNH CHIẾN LƯỢC (ACCOUNT PLANNING)

4 BỘ PHẬN CHÍNH TRONG AGENCY

(1) Client brief (2) Creative brief (3) Brainstorm ideas (4) Review internally (5) Write proposal

(6) Present ideas/plan(7) Revise(7) Re-present(7) Revise…(7) Approve

(8) Raise quotation (9) Pre-production (10) Production (11) Launch (12) Monitor/ report

Creative

Creative

Creative

Planner

Planner

Production

Account

* Bản quyền thuộc về AIM Academy

GLOBAL vs LOCAL: ƯU/NHƯỢC ĐIỂM

ĐIỀU GÌ LÀM NÊN MỘT AGENCY/AGENCY PERSON TỐT? CLIENT & AGENCY POV

#4 QUA-SÔNG CÓ DỄ KHÔNG?

HIỂU

CONSUMER, SHOPPERBUSINESS DIRECTION & OPERATION

MEDIA & CULTURE LANDSCAPE

CONSUMER, SHOPPER, RETAILER

BUSINESS MODEL & STRATEGYCATEGORY INSIGHT

LÀMHOẠCH ĐỊNH, ĐỀ XUẤT, THỰC THI

NGHIÊN CỨU, ĐO LƯỜNG, CẢI TIẾN

HOẠCH ĐỊNH KẾ HOẠCH

ĐẶT YÊU CẦU, KIỂM SOÁT, PHỐI HỢP, ĐO LƯỜNG & CẢI TIẾN

ĐIỀU PHỐI KINH DOANH

QUẢN LÝTEAM NỘI BỘAGENCY PARTNERSPRODUCTION HOUSE

SALES & DISTRIBUTIONSẢN XUẤT & VẬN HÀNH

CREATIVE , MEDIA & RESEARCH

CLIENT & AGENCY

#5 BẮT ĐẦU NHƯ THẾ NÀO?

(Personal advices)

11.000 GIỜ GIẢNG DẠY & TƯ VẤN100.000 “CA” TƯ VẤN

1.000 BẠN TRẺ VÀO NGÀNH

6 THÁNG LÀM SALES

@AGENCY: 6 THÁNG LÀM EVENT

@CLIENT: 6 - 12 THÁNG LÀM TRADE MARKETING

9:00 - THỨ 7 TUẦN SAU, TẠI ĐÂY