3. A.EXECUTIVE SUMMARY
Kidsmile „s service:
Birthday Parties for Kids through Party Box
Marketing strategy: create brand awareness
Target sales: 5 billion VND in one year
B. SITUATION ANALYSIS
Market Summary
SWOT Analysis
Competition
Product Offering
Keys to Success
4. Market Summary
• Market Demographics
Geographics: customers in HCMC & neighborhoods
Demographics:
• target customers: upper middle stream family
Behavior factors:
You are so busy
You want to capture happy moment
You want to create a surprising for kids
You can save cost
• Market Trend
Other service companies:
old-fashioned & quite boring
New trend: give what Kids want
on their birthday
Market Growth
Economywatch.com:
5. SWOT Analysis
STRENGTHS WEAKNESSES
Exclusive of service Quite new brand
Reasonable price Customer seeking
Modern & professional management limitation
Customer-orientation Payment method
OPPORTUNITIES THREATS
HCMC market is highly potential Potential competition
Increase in citizen requirements of Easy to be mimic
entertainment Services price may rise at
Supply chain in HCMC is flexible the end of year
6. 3 Product Offerings
Kid Party-Box
For Girls: Princess & The Pea, Snow White, Barbie‟s…
For Boys: Automobile, Superman, Robot…
For both: Pokémon, Penguin, Doraemon, Dinosaur…
3 modes:
Kidsmile-mode
Home-mode
Hybrid-mode
Kid Hair-cut Shop: make up & build style for guests
Kid-World
Competition
www.dichvutochucsinhnhat.com
www.sinhnhat.vn
Keys to Success
• Decorate the party as favorite themes
• Message: “Funnier - Saving costs”
7. C. MARKETING STRATEGY
Vision & Mission Target Markets
Marketing Objectives Strategies
Financial Objectives Marketing Program
Vision & Mission
Vision: The leading holding Kid‟s birthday party in HCMC
Mission:
self-holding a birthday party use services
Bring satisfaction to customers
8. Marketing Objectives
Target market share: 40% market share by 2015
Target Branding and brand positioning: 70% HCMC & neighborhoods
know about Kidsmile
Optimize the supply chain
Financial Objectives
Target profit: ROI 30% by 2015
10% of profit in the first 2 years
Suppliers : the most competitive price &
payment for cost-saving
9. Target Markets
Place: HCMC & neighborhoods
Target audiences: B & C class
(families & young people who have kids at the ages of 4-12
y.o, usy with business, get quite high incomes, & want
to bring happy & funny parties to kids)
Age :25-45 y.o.
Strategy
Develop brand awareness for Kidsmile
10. Marketing Program
Advertising
Print ads: newspapers & magazines
Online: Banners on forums
Promotion
full services: 10% Discount
2nd time using: Promotional gift /adding service
3 months
Worth-of-mouth
Celebs: Jenifer Pham, Hien Thuc, Ly Thanh Thao, Ho Ngoc Ha, etc.
11. Marketing Program (ct)
Social media: Facebook, Twitter, Zing Me
Show room: Kidsworld & Kid Hair-cut Shop @ Phu My
Hung, Dist 7
Co-production: Produce program “How To Hold Your
Own Party” on HTV7 5mn/spot
Sponsorship: Sponsor for Kid‟s events:
The Children day 1/6, Mid-autumn 15/8
14. E. CONTROLLINGS
Revenue
Expenses
Repeat business
Customer satisfaction
Contingency Planning
Difficulties and Risks
Competitors exist in many types
Kidsmile is still a newbie in the entertainment industry
It takes long time to build Kidsmile‟s image to customers
Worst-Case Risk:
Try our best but could not meet customers‟ requirement
Suppliers/partners relationship is broken unexpectedly