DONEX GYM CLOTHING Spontany Team
SPONTANY
Nguyen Yen Nhi
Vu Thanh Ha
Tran Bach Duong
Problem Stateme
nt
???
Opportunities
Lack of brand awareness and brand identity among the youth.
Requires a dynamic marketing campaign for the new gym clothing line that is relevant and appealing to young people.
o Emerging gym & fitness trends among the youth (Donex 2015)
o Increasing popularity of using digital and social media as sources of information (Openview n.d)
DONEX
Demographicso Young adults (18-25 y.o)o Low – average income, or still
receive stipends from familyo Living & working in urban areas
Psychographicso Easily influenced by peers and celebrities o Self-expressive, open-minded, energetic,
love to try and experience new thingso Active social media userso Trendfollowers
TARGET MARKET
KEY MESSAGEDonex encourages the youth to express
their own personality and style.
STRATEGY⊙Utilize the power of digital
marketing to spread the message and approach potential customers
GOAL⊙Raise awareness about the new gym
clothing lines
Phase 1:Kick-off
campaign
Feature articles
about the video
Viral video featuring
celebrities
Celebrity endorsement on social
media
Rebuilded website
Feature banners on
popular websites
Phase 2:Contest
“Bùng nổ cá tính cùng DONEX”An online contest for the young to mix a set of workout clothes from different pieces of clothing.
How to join?1. Go on Donex website, pick ONE top & ONE bottom from the gym clothing lines. 2. Mix those with your favorite accessories to create a gym fashion set. (Accessories can be chosen from other brands with brand logos
removed to avoid copyright issues).
3. Upload your work on Donex website, and share the link on personal Facebook account to gain votes (1 like = 1 vote, 1 share = 2 votes)
Prizes: o 1 winner for “Most favorite gym set“ based on Facebook voteso 5 runner-ups selected by the campaign ambassadors.
Phase 2:Contest
“Bùng nổ cá tính cùng DONEX”
Why this contest? For target audience:
o Provide a space for the young to express their personal style
o Offer inviting incentives and interaction with celebrities
For DONEX:o Reach massive audience through social
media o Increase target market’s engagement
and subscriptiono Emphasize the key selling point: Donex’s
gym clothes can be easily mixed
Estimated
budget
40
200
40400
5020
Budget Allocation (VND million)
Advertising (Facebook ad, web banner)CelebritiesFeature articlesContest Designers Website
TOTAL: 750mil VND
Media objectiv
esTo have at least 2000 participant
s for the contest by the end of
this campaign
To have at least
500,000 people
view the gym
collection on the
website by the end of
this campaign
To achieve at least 100,000 views for the viral video in the first month
Timeline