2016 STRATEGIC MARKETING PLAN

Table Of Content
2015 Overview
2016 Objectives
Marketing Strategy
Targeted Content

Estimated Budget 2016

Overview
The marketing has always been evolved.
If in 2015 we talked about Unique Selling Proposition was replaced by Emotional Selling
Proposition and the phrase that we defined brand positioning gave rise to the idea that a
TV channel could stake its claim on emotional territory. TV Channels should try to
understand more about audience wants and needs so that they could manipulate
emotions through marketing activities
In 2016 It will no longer enough to just attach our viewers/audience by just emotional
attachment. The market has observed the fast growth of many other channels with similar
products and touch& feel effects . We have to sell something more.

Coca-Cola used to sell a free sugary- Coca light, Pepsi invented doubled gazed can.
2015 starts with: good times, friend- ship, timeless summer or crave your own names on
the can.

Marketing strategy
Talking about branding is all about that will be created in the mind
Now, brands must adapt for a new chapter. From product to emotion
and now to experience.
With more and more choice in the marketplace and fewer ways to differentiate products,
experience has become the key of differentiation.

Each individual interaction with brand activities is what builds the experience( If a brand
defines itself as cheerful and playful, it must design cheerful, playful products and
employ cheerful, playful events and put out cheerful, playful messages, everything in
order to bring the cheerful& playful experiences)
It is what we call SENSE Selling Proposition
Its like a story of a king with blind futurists
So What will be TV audience senses?

Marketing strategy
Audience is lazy and has short attention, we should be different, unique to get
their attention.
Human are social, we look to other and get influenced to our decisions. We want
to belong.
People want instant gratification
People always need more qualified information, learning makes people feel
good, having choice makes people feel safe/ in control
Emotional brain has a huge impact on human decision, Human decision will be
strengthened by vision,reality & experience- All of what we call : Sense.
SENSE = Attention , Social, Gratification, Safe/real, Emotion, Vision,
experience

HOW TO DESIGN AN EXPERIENTIAL ENVIROMENT FOR THE AUDIENCE ?

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5 SENSE STRATGIES

TOUCH&FEEL

EMOTION

THINK

RELATE

ACT

Marketing strategy

AUDIENCE UNDERSTANDINGS
LOOK & FEEL
INTERACTIVE STORIES TELLING
SENSE SELLING PROPOSITION
EPISODIC CONTENT
INFLUENCIAL EMOTION
INTERGRATIVE BENEFITS

Marketing strategy

WHAT WE DO IN 2016?

2016 OBJECTIVES

1. TO REMAIN TOP 1 AWARENESS FOR DRAMA& ENTERTAINMENT NATION WIDE CHANNEL

2. TO START AND MAINTAIN INDEPENDENT& COOPERATED SURVEY TO UNDERSTAND AND REUNDERSTAND THE AUDIENCE FEEL& NEED
3. TO ENRICH CHANNEL LOOK& FEEL FOR EMOTIONAL PROPOSITION
4. TO BUILD STRONG AUDIENCE ENGAGEMENT WITH REALITY& EPISODIC MARKETING
CONTENT
5. TO INCREASE RATING& AUDIENCE ATTENTION FOR VIETNAMESE DRAMA TIME SLOT
6. TO BUILD PUBLIC INTERGRATION WITH PROMOTIONS & INTERACTIVE ICONIC EVENTS

Marketing strategy
Using the SENSE Proposition Strategy, what will be the TODAYTVs story telling in 2016 to
create the audiences experience environment, in order to bring up their engagement/
loyalty ?

WHAT & HOW ABOUT THE SENSE STRATEGY WILL EFFECT TO THE AUDIENCE IN TERM
OF Attention , Social, Gratification, Safe/real, Emotion, Vision& Experience ?
WHAT are the senses for 2016?
HOW to emphasis the senseS into activities?

Content strategy

2016 SENSES = FAMILY

SENSE = Attention , Social, Gratification,
Safe/real, Emotion, Vision, Experience

Content strategy

ITS ALL ABOUT FAMILY

LOVE

SHARING

CELEBRATION

JOY

Content strategy

LOVE
Jan- Mar

NGOI SAO XANH 2015

XUAN 2016 CONCERT

TET- LOVE STORIES

CAMPAIGN
THE WOMEN WE LOVE
8/3 FESTIVAL EVENT

SHARING
April- June

CELEBRATION
July-Sept

JOY
Oct- Dec

GALA TIEP SUC HOI SINH

WE SHARE LOVE

TODAYTV 8TH
ANNIVERSARY ACTIVITIES

VMU 2016

QUA TANG MUA HE

TRUNG THU HOI NGO 2016

NGOI SAO XANH 2016

TODAYTV- NIM VUI BT

NG CAMPAIGN

CHEER LEADING 2016

FINAL CHEERLEADING 2016

Copyright 2013-2014 by International Media JS Company. All rights reserved

2016 OBJECTIVES

1. TO BUILD BRAND AWARENESS AS AN UNIQUE INFORTAINMENT CHANNEL SERVING

SPECIALLY FOR WOMEN IN ALL SECTORS
2. TO CREATE INTERACTIVE CONTENT DIRECTLY TO AUDIENCE BENEFITS
3. TO BRING PUBLIC ATTENTION TO SOCIAL CAMPAIGNS
4. TO CREATE AND ENRICH CHANNEL LOOK& FEEL

Content strategy

YOUTV 2016 CAMPAIGN

WOMEN IN LIFE
All about how to make women happy in their life, bringing joy, happiness, information, lifestyle,
trust& smiles to nowadays Vietnamese women

Content strategy
WOMEN IN LIFE

LOVE
Jan- Mar

DREAMS
April- Jun

INSPIRATION
May- Sept

THE WOMEN WE
LOVE - 8/3 FESTIVAL
EVENT

LAUNCHING WOMEN
DREAMS CONTENT
CAMPAIGN

TRUNG THU HOI NGO

2016

XUAN 2016 CONCERT

XUAN 2016 CONCERT

TET- LOVE STORIES

CAMPAIGN

TOI HANH PHUC

CAMPAIGN
CHEERLEADING 2016

JOY
Nov- Dec

FINAL CHEERLEADING
2016

TOI HANH PHUC

GALA

2016 Objectives

REGAIN 1ST TOP OF

MIND ICONIC BRAND
FOR YOUTH FROM
15 TO 25

BUILDING AN MTV
NETWORK&
COMMUNITY BASED
ON INTERACTIVE
EVENTS & ACTIVITIES

MAXIMIZE THE
BRAND VISIBLITY BY
SIGNAGES &
COOPERATED SPOTS

BUILD & DEVELOP A

MULTI- DIGITAL
PLATFORMS THAT
FONCTION
INDEPENDENTLY
FROM TELEVISION

PROMOTE &
INCREASE RATING OF
THE ICONIC
LOCALIZED
CONTENTS

APPLY& DEVELOP
THE KILL BORING
LOOK& FEEL
CONCEPT FOR THE
WHOLE ON AIROFFLINE ACTIVITIES

2016 Objectives

REPRESENTS

THE CONNECTION TO MILLENNIALS

Content Strategy
MTV CONNECTION MONTHLY
MUSIC FESTIVAL

COMMUNITY
BUILD& DEVELOP
MUSIC& LIFESTYLE

MTV ESCAPE & COOPERATED

EVENTS

MTV DIGITAL NEWS BLOG :

MTV-INSIDER .COM

MTV MUSIC CONTEST: THE

BATTLE OF BRANDS

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Marketing Content
Vietnam University Cheerleading
Championship
2015
To continuing that success, in 2015, the competition
will be held independently with the name
Vietnam University Cheerleading Championship
(VUC). It will became an annual cheerleading
competition with expectation to motivate the
development of this quite new sport in Vietnam

Marketing Content
TET- LOVE STORIES CAMPAIGN
Chin dch viral& on air branding cho cc knh thuc IMC cho tt Nguyn n 2016.
c th hin di dng cc viral clips t 30s n 1 ,ch xoay quanh cc cu
chuyn cm ng cha y yu thng gia cc thnh vin trong gia nh khi Tt n,
vi mc ch mang li gi tr vn ho hu hnh cng nh v hnh cho dp tt c truyn
cng nh cao vai tr, gi tr nhn vn ca gia nh ngay trong x hi hin i.
Qua chin dch ny, TODAYTV, YOUTV, SNTV mun mang li cm gic on vin, xc
ng, khi gi s yu thng, tnh cm gia nh cho bt k ai mi dp xun v. Mang
n cho knh mt khng kh tt on vin y cm xc.

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CHIN DCH CHO NHNG NGI PH N TI YU THE WOMEN WE LOVE
Chui s kin nhn ngy 8/3 do YOUTV kt hp cng TODAYTV, MTV v tp on IMC
ng ra t chc nhm tri n v tn vinh nhng ngi ph n trong tun l c th gii tri
n phi p.
Chui s kin bao gm cc hot ng trong vng 3 ngy c bit dnh cho i tng ph
n v gia nh:
NGY HI PH N V GIA NH:
-

Ngy hi vic lm
Hi ch lm p v m thc
Activation tng qu, tri n ph n kt hp cng USAID, UBER, LAZADA
Activation mt triu n ci- Tng hoa v nhnrng n ci, nhn rng nim vui
ca ngi ph n trong ngy c bit
- Hot ng Run for women gy qu phng chng Ung Th V
- m gala ca nhc vi ch WOMEN LOVE dnh cho ph n& Gia nh

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M GALA TIP SC HI SINH- TODAYTV KT NI NHNG TM LNG
S kin thng nin ca chng trnh Tip Sc Hi Sinh- TODAYTV ng ra t chc.
Vi mc ch kt ni cc mnh thng qun, cc nh hot ng cng ng, ngh s v cc
t chc vi cc hon cnh kh khn rt cn s gip thay i cuc sng v s phn,
m gala Kt ni nhng tm lng l dp tp on IMC- Knh TODAY th hin vai tr v
trch nhim cng ng, cng nh thng bo cc hot ng cu tr, gip nhng mnh
i km may mn trong sut 1 nm va qua.
Vi nhng hnh nh, thng tin v hon cnh c ghi li v gii thiu, m Gala s l mt
ba tic ca ngh thut, ca cm xc, ca s s chia y tnh nhn vn.

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TRUNG THU HI NG 2016
S kin nm th 3 lin tip ca IMC do cc knh truyn hnh TODAYTV, YOUTV, SNTV&
MTV ng ra t chc nhn dp Tt Trung Thu.
Vi mc ch khi li gi tr vn ho ca ngy tt Nguyn Tiu, khng nh li ln na gi
tr ca tr em, ca gia nh trong x hi hin i, cng nh mang n mt sn chi y
ngha cho tr em v gia nh dp trng trn, event s l s kin cng ng hon ton min
ph, c t chc di 2 hot ng chnh d kin quy t t 8000- 15000 ngi :
1. Khu hi ch trung thu, quy t cc tr chi dn gian, cc gian hng mang tnh gio dc
v gii tr, to ra mt a im vn ho v gii tr dp Trung Thu, l dp tr em v
mi thnh vin trong gia nh c dp vui chi, tri nghim nim vui cng nhau.
2. m Gala Trung Thu Hi Ng m biu din chuyn nghip v tnh nguyn ca
cc ngh s ni ting, phc v min ph cho tr em v gia nh ti 2 tp ln HN& HCMC

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CONCERT CHO XUN
c t chc ti HN vo khong thng 1 nm 2016, concert Cho Xun do TODAYTV,
YOUTV & MTV ng ra t chc nh mt mn qu tri n khn gi thu dp xun v, nh
li chc mi ngi mt Tt Nguyn n tht ngha vi nhiu nim vui sang nm mi.
Chng trnh ca nhc gii tr c ghi hnh mang m khng kh ma xun, tr thnh mt
ba tic m nhc tht s cho khn gi Th ,

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TI HNH PHC YOUTV CAMPAIGN
Tip ni giai on u tin ca chin dch Mt triu n ci ngi ph n Vit Nam- Chin dch
Ti Hnh Phc mang n mt thng ip rng v ngha hn ti ph n v nhng ngi xung
quanh, mang n nhiu cung bc cm xc cho khn gi v x hi. Chin dch bao gm cc giai on:
-

Giai on 1: Mt n ngi, hnh phc s chia Hot ng tng hoa cho ph n nhn lot
hot ng 8/3 vi thng ip hy chia s n ci ca mnh cuc sng ca mnh v nhng
ngi xung quanh tr nn ngha v hnh phc hn
Giai on 2: Thng ip hnh phc : Nhng s gi ca chin dch Ti Hnh Phc ( Ca s, dv, doanh
nhn ni ting) s bt ng xut hin, trao tng nhng thng ip hnh phc cng qu tng bt
ng ti ngi ph n ti cc a im cng cng, cng ngi ph n chia s cm xc v nhng
thng ip hnh phc ca mnh, mang li n ci, nim vui v s lc quan cho nhng ngi xung
quanh
Giai on 3 : Ku gi cng ng v nhng ngi tham gia trong giai on 1&2 ng lot hng
ng tun l Ti Hnh Phc chia s nhng hnh phc ln, nh trong cs ca mnh, cng thay
i hnh nh trn fb vi khu hiu Ti Hnh Phc , ct tm ra nhng hnh nh i s tiu biu.
Giai on 4: m Gala tng kt chin dch, cng b tp sch Ti hnh phc v u gi t thin

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WOMEN DREAMS YOUTV CONTENT CAMPAIGN
Vi mc ch nhn mnh mc ch v gi tr ca YOUTV, knh truyn hnh thng tin& gii tr dnh
ring cho ph n Vit, chui hot ng qung b v ra mt cc chin dch ni dung mang n thng
tin hu ch, tc ng trc tip ti nhng nhu cu ca ngi ph n, dn bin nhng c m ca
ngi ph n trong cuc sng hin i tr thnh hin thc :
1. Chui chng trnh Cn nh m c : lm cu ni gia cc d n BDS, cc chnh sch h tr,
cc thng tin hu ch lin quan n mua v xy dng v bi tr t m.
2. Chng trnh Chic xe m c: Gii thiu cc mu xe my, xe hi mi ph hp vi ph n.
Cc tnh nng, b quyt gi an ton v cc hnh thc u i t hng phn phi, ngn hng dnh
ring cho khn gi chng trnh.
3. Chng trnh Cng vic m c : chng trnh t vn, kt hp cng cc tp on, cng ty
tuyn dng, mang n cc thng tin hng nghip, tuyn dng hu ch v thc t, gip hng
triu ph n hin i tm c cng vic ph hp. Chng trnh l cu ni gip ph n t tin v
thnh cng hn trong s nghip, tm s cn bng gia hai vai tr quan trng.
4. Chng trnh Ch em minh : Cng ph n v cc chuyn gia tm ra cc phng n, hnh thc
gii quyt cc vn trong gia nh hin i ( chnh lch th h, khc bit vn ho, gio dc con,
quan h v chng, m chng nng du.)

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NIM VUI BT NG CAMPAIGN
Mc ch tip cn ti i tng ph n nng thn ti khu vc pha Bc v ng bng
Nam B. Nhng lhu vc m nhu cu gii tr ca ngi dn tuy cao nhng cha c p
ng.
Kt hp cng hi ph n, cc t chc, nhn hng tiu dng, mang cc chng trnh t
thin, gii tr ti cc th trn, x, cc tnh BSH- BSCL , vi mc ch hng ti mt cuc
sng tt p hn cho i tng ph n lm nng nghip, lng ngh, kinh doanh bun
bn.
ng hnh cng chng trnh l forrmat truyn hnh/game show dnh cho i tng
ph n nng thn, b quyt lm p, nu n, gi gn hnh phc gia nh