A. IMC SITUATIONAL ANALYSIS:
1. Company Analysis:
- The owners of the flower shop have many years of experiences in flower decoration. With the
huge ambition to deliver not only quality domestic flowers but also import flowers.
- Furthermore, with the vast amount of young employees, they are inspired to learn and indicate
their potential imagination in designing flower.
- The owners of the shop has a strong relationship with many flower farms in Da Lat City, with a
sustainable supplier, this can promise various fresh and flowers kinds.
- Tough market, a lot of competitors, lack of brand image and awareness
- Flower decoration and design has a huge market profit.
- The potential market share is very high if the shop has right strategy for deliver outstanding
decorating service and offering style flower for special occasions.
- With strategy location in the center of Ho Chi Minh City, where vast amount of people cross by
every day this will increase chances that potential and target notice the shop.
- Flowers design market is not new, and there are some strong brand names in market: 38 Degree
Flower, Flower Box…
- Can be easily eliminated from the market if the company can't make them self-different from other
2. Product Analysis:
The shop provides multiple flowers: fresh flower, paper flower, dried flower. However, our client
has more opportunities in selling their product styles and decoration.
3. Audience Analysis:
- Events companies
- Restaurants or hotels that use flower to
- Coffee shops or flower shops
- Design & Interior decoration companies
-Men and women
-Age: 25 – 40 years old
-Income: >10 million VND
-Locations: Ho Chi Minh City,
4. Competitor Campaigns:
- Free delivery
- Can offer book and choose design online
- Promote with small gift with every design
- Loyal customers are offered high degree of discount
B. COMMUNICATION OBJECTIVES:
BIG IDEA: Everyday Life is Color.
Slogan: Make Your Own Color.
The objectives of the campaign will focus in achieving brand awareness and brand purchase