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LAUNCHING PLAN

LAUNCHING PLAN . GALAXY KINH DƯƠNG VƯƠNG. Estimated launch: 15-06-2013. Prepared by: Galaxy Cinema Marketing Team 1 st version: 20-02-2013. AREA OBSERVATION. Tân Phú. Dist.11. Dist.5. Bình Tân. Dist. 8. Bình Chánh. AREA OBSERVATION.

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LAUNCHING PLAN

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  1. LAUNCHING PLAN GALAXY KINH DƯƠNG VƯƠNG Estimated launch: 15-06-2013 Prepared by:Galaxy Cinema Marketing Team 1st version: 20-02-2013

  2. AREA OBSERVATION TânPhú Dist.11 Dist.5 BìnhTân Dist. 8 BìnhChánh

  3. AREA OBSERVATION • 6 Chợ: BìnhTiên, Phú Định, Hồ TrọngQuývà… Chợ Phú Lâm ChợBìnhTây Chợ Minh Phụng • 3 siêuthị: Metro Bình Phú Coop Mart Hậu Giang Coop Mart Phú Lâm

  4. AREA OBSERVATION • Trườnghọc: 12 trườngtiểuhọc, 10 THCS, 2 THPT và 2 Trungtâm GDTX. • Quán café:  76 quán (Nổitiếnglàquán 7 KỳQuanvàkhuvựcTênLửa) • 3 Khugiảitrí: khuvuichơigiảitríBình Phú Côngviên Phú Lâm Khuphứchợp7 KỳQuan

  5. AREA OBSERVATION Dâncư: Cáckhudâncưđượcquyhoạchtheolô, đườngxámới, sạchsẽ. Khudâncưkhágiả(Tênlửa, Bình Phú, An Phú), cónhiềunhàhàng, quánăn. KhuBàHom

  6. SITE OBSERVATION Giaothông: KINH DƯƠNG VƯƠNG Trụcđườngchínhcủaquận 6. Nốidàitừ Q.1, 3, 5, 10, 11, 6, BìnhTân. • Lưu ý: Khuvựcvẫncònxảyrangậpnướcvàomùamưa GLX

  7. SITE OBSERVATION SITE ANALYSIS Trongbánkính 1km. • KhucưxáRada Phú Lâm: tậptrungnhiềunhàhàng, quánăn, karaoke, kháchsạn mini ở mứcđộ TB khátrởxuống. Buổitốitụtậpkháđôngngười. • KhuTênLửa: Đượccoilàmộttrongnhữngkhudâncưkhágiảcủaquận. Tuynhiênkhuvựcnày hay tụtậpđuaxevàcáctệnạnvề ANTT.

  8. SITE OBSERVATION SITE ANALYSIS Trongbánkính1km: Siêuthịtiệndụng Fastfood Coop Phú Lâm Fastfood Chợ An Lạc (nhỏ)

  9. SITE OBSERVATION SITE ANALYSIS Trongbánkính2km • Quận 11: rấtnhộnnhịp, dântrícaovàcónhiềukhuvuichơi, giảitríhơnkhu Q6. Kháchhàngcóxuhướngmuốnđivềhướng Mega HV hơnvìlàđivềhướngtrungtâm SG. CVVH Đầmsen Lotte Mart Phú thọ

  10. SITE OBSERVATION SITE ANALYSIS Trongbánkính2km • QuậnBìnhTân(từ KDV đithẳnglên): khudâncưđãđượcquyhoạch, đườngxásạchsẽ, rộng, nhưngvắngngười, quánxávắnghơnkhuCưxáPhúLâm. • Quận 8:chủyếutậptrunglàdânlaođộng, đi qua Q6 bằnghướngCầuChàVà, Đạilộđôngtây.

  11. SWOT ANALYSIS S TRENGTHS W EAKNESSES SWOT ANALYSIS • - Rạpnằmtrongkhudâncưđôngđúc, mớiđượcquyhoạch, đườngxárộng & giaothôngthuậnlợi. • - Thành phầndâncư TB, khá => sensivtivevềgiá => Đúng Galaxy segment. • - Kẹtxe & vẫncònngậpnướcvàomùamưa. • - XatrungtâmSàiGòn. • - Khuvựcnàyvề v/đ ANTT chưađượcTốt. • - Nếuchỉđơnlẻmộtcụmrạpthìkhôngđủ thu hútkháchhàng • - Vì v/đ ANTT nênnhữngxuấttối & trễcóthểíthoặckhôngcókhách. • - Nằmtrêncùngtrụcđườngvới Mega HV. • - Dântrícònchưacaocấp => educate kháchhànggặpkhókhăn. • - Xungquanhrạphàngrongnhiều => lộnxộn, xôbồ. Nếulàmkhôngkhéohìnhảnhrạpsẽ cheap. T HREATS O PPORTUNITIES • - Chưacóbấtkỳkhuvuichơigiảitrínàothựcsựchuyênnghiệptạikhuvựcnày. • - Xađốithủcạnhtranh. • - Cóthểthâutómtoànbộkháchhàngcủa Q6 vàcácquậnlâncận: BìnhTân, Q8 & mộtphầncủa Q11.

  12. VISION OF G’KINH DUONG VUONG • UniqueHOLLYWOOD CENTERin the area! • SAME VALUE but CHEAPER PRICE!

  13. POSITIONING UNIQUE in the area! CHEAP ticket price! GOOD SERVICE offered! So W0RTH trying & enjoying!

  14. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  15. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  16. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  17. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  18. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  19. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  20. POTENTIAL VIEWER WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35

  21. DEMOGRAPHIC WHO fits G’KINH DUONG VUONG? YOUNG-ADULT SUB-URBAN TEENAGER 19 – 35 More description: Educated. Young officer. Open-minded Entertainment focus Willing to try Money, money, money… even just a little Class ABC

  22. OBJECTIVES 1 5 13 17 21 29 33 37 46 51 9 25 41 Aug Jul Jan Sep Oct Nov Feb Jun Dec Mar Apr May G’ TRIAL CELEBRITIES appearance MEDIA appearance AWARENESS Hollywood center Entertaining center Safe & fun area EDUCATION film & watch film big screen & big sound TEASING WAITING MASS AWARENESS WORD OF MOUTH TOP OF MIND GOOD VALUES + CHEAP PRICE G’STAR PUSH & MORE VALUE OFFERED GRAND OPENING

  23. STRATEGIES Jul Jan Sep Oct Nov Feb Jun Dec Mar Apr May G’ TRIAL CELEBRITIES appearance MEDIA appearance PHASE 1 AWARENESS Hollywood center Entertaining center Safe & fun area EDUCATION film & watch film big screen & big sound TEASING WAITING MASS AWARENESS WORD OF MOUTH TOP OF MIND GOOD VALUES + CHEAP PRICE G’STAR PUSH & MORE VALUE OFFERED GRAND OPENING 1 5 13 17 21 29 33 37 46 51 9 25 41

  24. STRATEGIES PHASE 1 AWARENESS EDUCATION TEASING Key selling point: - mới, hoành tráng, hiệnđại. - Ngaygầnnhà, vui. - Hollywood, phimkhủng, giárẻ. Communication: - Media, PR: + Digital: a. Forum Seeding. b. Social Network. + Traditional: a. TV Channels. b. Print Media. - Branding: + Eye-catching extreme branding fence. 1 5 13 17 21 29 33 37 46 51 9 25 41

  25. PHASE 1 3D 3D

  26. PHASE 1 So fun and exciting!! WOW!! So close from home

  27. PHASE 1

  28. PHASE 1 Communication

  29. PHASE 1 Branding Oh hey, there’s a new Galaxy coming out soon Yayy!! Gotta check it out!!

  30. STRATEGIES Jul Jan Sep Oct Nov Feb Jun Dec Mar Apr May G’ TRIAL (30/6 - 30/8) PROMOTION BRAND AWARENESS BRAND EXPANDING PHASE 2 PROMOTION SCHEMES G’Trial 100% FREE on all entrance from 30/6 – 30/8 * 100% open-seat for free trial (from 30/6 – 10/7). * Applicable for min. 8 huge “MUST WATCH” movies. G’Star 20% Discount on 2 tickets & combo 2 on new movies. * New movies will be released 10 days after launch. * G’trial package still avail. but with smaller capacity. STRATEGY 1 5 13 17 21 29 33 37 46 51 9 25 41

  31. PHASE 2 G-Trial (30/6 – 30/8) 100% free entrance for 2 months!!! Convenient to commute from home

  32. PHASE 2 G-Star (10/7 – 30/8) 20% discount (2 tix + Combo 2) for all new movies COOL!!! What are you waiting for? Let’s check it out!!

  33. PHASE 2 Communication

  34. PHASE 2 Branding Standees at all our current cineplexes Indoor

  35. PHASE 2 Outdoor Distribute flyers and place ads on taxis or at supermarkets

  36. STRATEGIES Jul Jan Sep Oct Nov Feb Jun Dec Mar Apr May G’ TRIAL CELEBRITIES appearance MEDIA appearance PHASE 2 AWARENESS Hollywood center Entertaining center Safe & fun area EDUCATION film & watch film big screen & big sound TEASING WAITING MASS AWARENESS WORD OF MOUTH TOP OF MIND GOOD VALUES + CHEAP PRICE G’STAR PUSH & MORE VALUE OFFERED GRAND OPENING 1 5 13 17 21 29 33 37 46 51 9 25 41 STRATEGY Media Invitation Prepared & action plan (tbd) Blockbuster Premier Excuse. Digital Push Notification. (info delivery 2 weeks before) Challenge to win the free access (prepared 2 weeks before) Material tool kits. High (tbd) Celebrities & Reporter Free VIP card Invitation. Free tickets Free F&B

  37. STRATEGIES Jul Jan Sep Oct Nov Feb Jun Dec Mar Apr May PHASE 3 G’ TRIAL CELEBRITIES appearance MEDIA appearance AWARENESS Hollywood center Entertaining center Safe & fun area EDUCATION film & watch film big screen & big sound TEASING WAITING MASS AWARENESS WORD OF MOUTH TOP OF MIND GOOD VALUES + CHEAP PRICE G’STAR PUSH & MORE VALUE OFFERED GRAND OPENING 1 5 13 17 21 29 33 37 46 51 9 25 41 STRATEGY Good Films Showing Good Film Programing Good Film Branding Outside the Site (Investment is a must) Good services (human, infra structure, employee attitude…) CRM Push Strategy Celebrities Appearance watching movies. (sub-urban want VN celebs). Potential Customer Approach: Flyers, Monthly Film branding, media, digital push. Action plan (tbd)

  38. PHASE 3 Grand Opening “XìLép” & XìTrum Event Free F&B Free tickets

  39. PHASE 3 NgàyhộiXìTrum – The Blue Day Connecting the celebrities with the audiences throughout the event and game

  40. PHASE 3 Communication

  41. PHASE 3 Branding Indoor

  42. PHASE 3 Outdoor

  43. AMBITIOUS OUTCOME 400,000 ADMISSION 1ST YEAR Reference: Galaxy TânBình: 601,580 (May 2010) BHD 3/2: 138,055 (Sep 2010) Mega BH: 113,542 (2008) Nam’s figure running for KDV: 388,000 (start from April, with huge amount of blockbusters, lowest season 2013 from 12 Sep to 6 December, difficulty on the start up)

  44. THANK YOU Galaxy Cinema Marketing Team

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