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GAM7 - MARKETING THỜI BÌNH THƯỜNG MỚI - Coggle Diagram
GAM7 - MARKETING THỜI BÌNH THƯỜNG MỚI
Crisis Situation
4 key point that business should notice:
Grasp the need
Connection
Understanding customer behaviour
Approach clients, customers.
Overview of Covid-19 impact in Social Listening
Trend in post-2nd wave: Government promotes domestic travel
=> Brand should understand consumer psychology to give them suitable Mood and Tone messages
Emotion of social media user: Positive & negative
Businesses come up with Corporate Social Responsibility strategies (CSR)
Overview of Pandamic impact in customer perspective
Optimism in readiness
89% people believe that Goverment are controlling well pandamic
51% believe that VN will rehabilitate rapidly after Covid
Have changes in customers' purchase behaviour
Everything can done at home
=> Tracking customer's communication usage behaviour that help brand choose efficient connection method to customers
Develop a crisis response scenario
Describe scenarios in detail: Define Oppotunities and Threat
Build strategies for each scenarios
Make assumptions in two different directions
Name for each screnarios
Define Critical uncertainies
Pay attention to the variable of scenarios
Identify growth drivers: PEST
Flexible improvisation
3 basic transfer levels
business model conversion
restructure and distribution channels conversion
product conversion
The directions for the brand in the pandemic period
Communicating good social values
Be sincere and creative in building brand messages
Creating product
3 activities should be focus in this transaction
Improving customer experience in both online and offline services
Mergering with strong competitors in new service segment
Streamlining the human resources apparatus
Steps to develop a successful growth plan
Using product strategy to gain "mark" in customers' eyes in crisis
Value proposition
Promotion
Customer lifetime value
Segmentation
Customer relationship
Defining the key product strategy
Business should facing the crisis