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Marketing Start Up

The marketing plan outlines a startup's strategy to promote innovative art supplies, particularly the ceramic color pocket, targeting art students aged 18-23. It includes a situation analysis, competitor analysis, and marketing objectives, aiming to increase brand awareness and sales through social media engagement and campaigns. The budget for the marketing efforts is set at 75,000,000 VND, with performance tracking mechanisms in place to evaluate success.

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ellie03022004
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1 views4 pages

Marketing Start Up

The marketing plan outlines a startup's strategy to promote innovative art supplies, particularly the ceramic color pocket, targeting art students aged 18-23. It includes a situation analysis, competitor analysis, and marketing objectives, aiming to increase brand awareness and sales through social media engagement and campaigns. The budget for the marketing efforts is set at 75,000,000 VND, with performance tracking mechanisms in place to evaluate success.

Uploaded by

ellie03022004
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING PLAN REPORT

I. Situation Analysis
1. Background of venture
The venture is a startup group that produces innovative art supplies for enthusiasts and art
students. One of the brand's signature items, the ceramic color pocket is noted for its
traditional pattern, adaptability, and simplicity of use. The group wants to encourage and
enable art students, ages 18 to 23, to express themselves artistically and freely. The brand
wants to become well-known and dependable in the art world by placing a high value on
quality, creativity, and creating communities. The venture is inspired by a love of art and
a dedication to giving customer the resources they require to realize their ideas. The
brand wants to create an energetic and happy community of artists who share a love for
creativity and self-expression by offering an enjoyable and supportive environment for art
students to showcase their talent and connect with like-minded people.

2. Venture Analysis ( PESTLE)


Political Factors: The government is promoting youth cultural elements as well as
supporting handicraft products. In addition, the state has policies to support the
development of young Vietnamese businesses.

Economic Factors: Today, the financial trend is trending towards recession as well as
being detected. That's why customers tend to pay more attention to the product's
functionality, especially Gen Z, and more specifically, our Target Audience from 18-23
will tend to pay for more services, compared to other ages. In addition, based on Metrics'
analysis of the Shopee market in 2024, people tend to pay around 50,000 for a painting
tool (Metric,2023)

Social Factors: With the trend of surfing TikTok as well as finding cultural values of
some current trends on this platform such as the trend of pride in Vietnam, Return to the
80s-90s or return to Y2K on social networks 3 months Recently, the number of drawing
tutorials and drawing tool reviews is increasing significantly. Many people tend to read
product reviews first before purchasing, which is also one of the social factors to notice

Technology Factors: Technological developments in social media and online advertising


can offer avenues for effectively connecting and interacting with art students. Moreover,
the market for conventional art supplies like the ceramic color pocket may be impacted by
innovations in technology.

Legal Factor: To avoid legal problems, intellectual property rights and copyright laws
governing artwork shared on social media platforms must be considered.
Environment Factor: The ceramic color pocket product's sustainability and
eco-friendliness may entice environmentally conscious art students to make a purchase.

In summary, I think that convenience as well as culture will be the strongest part of this
translation campaign. With the weakness being the lack of recognition, social networks
are the main campaign this time. With the development of digital technology, the
opportunity to reach customers is quite high, but information must also be selected
appropriately to avoid creating negative effects.

3. Competitor Analysis
There are a lot of art stores spread through Vietnam. art supplies can also be bought
online on Shoppee, Lazada, Tiki,...The products to store color have many varieties to
choose from. Graphic design grew at 5,0 at CAGR (Compound Annual Growth Rate)
affecting the growth of demand for art supplies for students to study and the need in the
artistic industry. There are competitors such as :

HAMI

HAMI All have color boxes with only 24 compact cells for color extraction, easy to
carry. plastic box with many extraction cells with 1 separate flexible rubber product to
cover, easy to clean.
12 boxes for 25,000 VND
- 24 boxes for 35,000 VND
- 36 boxes for 55,000 VND

SEAMIART: high-quality ABS plastic box has 2 types:


24 boxes (16.3 cm x 8.3 cm x 2.2 cm) for 181,000 VND
36 boxes (20 cm x 13 cm x 2.2 cm) for 274,000 VND

LOBEO: sell wooden cases of 12 and 16 boxes ranging from 85.000 to 135.000 vnd
And when we open the cover of the case, they also have a place where you can mix and
test color.

=> Price ranges from 25.000 to 300.000 VND depending on how many small boxes you
want to store colors.

Brand SWOT Analysis :


Strength: From the above products, the main advantages are that they are easy to carry
around. Their reputation is more popular than ours. Their products have been exported
to many art stores and can be bought online.
Weakness: some items have high prices because of their quality and are easy to clean.
But they can only contain a small quantity. Their designs are more simple.
For these below, I have a conclusion about our brand :
Opportunities: Our price is more cheaper than competitors’ products. Our products
have more meaning on it because of story-telling. They have been decorated by using
colors and doodles on them. It makes them stand out among competitors’ products. we
can also change the size of the products depending on how much color customers want
to put on.
Threats: Because we are new competitors we don’t have much reputation for ourselves.
Also, the buyers are used to the old products and do not like to change them classically.

II. Marketing Objectives & Goals


- Increase penetration rate to 10% after 2 months (336 consumers)
- Increase brand awareness on Facebook, Instagram and TikTok by reaching 2,000
followers for each channel after 2 months and increase engagement by 20% after
the first month.
- Sales reach 30 million VND in the first month (with 25 million VND in revenue)
→ Expected growth to be from 5-10%

III.Marketing Strategy & action programs (2 months)


1. Marketing Strategy
- Use social media platforms popular among art students, such as Instagram, TikTok,
and Pinterest, to showcase user-generated content featuring creative works made with
ceramic paint bags.
- Collaborate with the VLU art team to support recruitment training campaigns as well
as provide color protection funds for students to use to enhance high recognition by
posing on the school fanpage.
- Launch a hashtag campaign (#Séreations) to encourage art students to share their
artwork and experiences with colored ceramic pockets.

2. Action programs

Social Media Showcasing:


- Create dedicated accounts on Instagram, TikTok, and Pinterest to showcase
user-generated content created with the ceramic color pocket.
- Use high-quality images and videos of artwork created with the product to engage and
inspire art students.
- Encourage users to tag the brand and use specific hashtags when sharing their work to
boost visibility and engagement.

Booth in VLU A hall :


- Build booths and have sample products in Building A and the flower room to attract
art students.
-There are minigames for you to experience the product.
Hashtag campaign:
Launch the #Séreations hashtag campaign on social media to encourage art students to
share their artwork and experiences using the ceramic color pocket.
- To raise awareness and participation, promote the campaign through posts, stories, and
collaborations with influencers.
- Monitor and engage with hashtag users, promote their work, and foster an artist
community.

IV. BUDGETS & CONTROLS

1. Budgets : 75.000.000VND
-Including social media endorsement and the hashtag campaign. Consider factors such as
content creation costs, advertising expenses, and any other associated costs determining
the budget for each program.
2. Controls
- Apply tracking systems for tracking each action program's performance in real-time.
- Use the analytics tools provided by social media platforms to track engagement, reach,
and conversion rates for shared content.
- Track the number of hashtag-related posts, user engagement, and overall brand visibility
to determine the effectiveness of the campaign.
- Conduct a regular review and evaluation of each action program's performance against
predefined key performance indicators (KPIs).

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