White charcoal is a popular product in the international market, but still quite strange to the majority of Vietnamese consumers. The habit of using black coal of Vietnamese people and the high price of white coal make many businesses in white coal face difficulties in exploiting the domestic market. Therefore, in order to bring Koi Bichotan and Samurai trademark white charcoal brand closer to customers, Michia understands Minh & Nao need a systematic advertising strategy, educate customers with a chain of actions: notice – introduction – attraction – impact.
CHANNEL
After Minh&Nao signed a strategic consulting contract with Michia Communication, Michia’s team sent back Proposal to help Than Minh & Nao get an overall picture for the two main product samurai and Koi Binchotan, including:
– Market overview analysis
– Analyzing competitor (Web, Fanpage, Content strategy your, Channel, Budget prediction, Giving good and bad points)
– Proposing Slogan, Content Strategy, Detailed implementation plan in each stage
– Give KPI and overall quotation for each channel
– Timeline Content (FB, Web, Keywords, Web Title …)
In the first stage of implementation, Michia advises Minh&Nao to do well on Digital, with a strategy of content to affirm the brand’s position on VOVGT Consumer Experience channel. This strategy is to educate customers about the uses and features of white coal and affirm the prestige of Minh & Nao coal brand, directly attract and call to action through interactive minigames.
ACHIEVEMENT
Consumer Experience received positive feedback from customers, the number of orders via the hotline increased sharply. Content strategy throughout Digital also attracts a large amount of data, forming potential customer files. This successful boom confirms the importance of a methodical marketing strategy with products that are quite strange to consumers like white coal. As a result, Minh&Nao became an important case study for customers to choose Michia to accompany in building and developing the brand.
