NHÓM 13

MUSIC MARKETING
CAMPAIGN OF TIKI
OUTLINE

I. Market environment

II. Campaign details

III. Evaluation – AIDA Model

IV. Recommendation
 1
MARKET
ENVIRONMENT
Market Highlights (2018)

2.8 billion 29,4 %

50 millions Buyers

No. 3 in Southeast Asia

Source: Google and Temasek

Corporation Overview
Established in March 2010

Baby Fashion
products

Consumer
Accessories Books
goods

Electronic/ Technical
Stationary
products
Consumer

30% are Millennials

64 million use the internet

80% listen to music daily

100 mins/day on YouTube

Source: Iprice insights, 2018.

 Consumer

Lack of trust Curious

• Product quality 75% keywords about
• Security concern ideas
• High price
Main
characteristics
Loyal customer policy Impatient
75% will experience • < 2 day delivery policy
much better • > 3 mins loading will
cost a customer

Source: Asia Plus Inc, Novaon

Competitors
You can simply impress your audience and add
a unique zing and appeal to your Presentations.
Easy to change colors, photos and Text. Get a
modern PowerPoint Presentation that is
beautifully designed. You can simply impress
your audience and add a unique zing and
appeal to your Presentations. Easy to change
colors, photos and Text. Get a modern
PowerPoint Presentation that is beautifully
designed.

Modern
Portfolio
Presentation
 01 Shopee: "Baby Shark"

Lazada:
02 "shoppertainment"

03 Điện Máy Xanh

 2
CAMPAIGN
“TIKI ĐI CÙNG
SAO VIỆT”
Music marketing
campaign details
“ Tiki đi cùng sao Việt”
A financial sponsorship project
for artistic products of Vietnam
artists in many fields, especially
in music

 Intended number: 100

artists

 Target audience: Young .

Vietnamese

 Via: Youtube channel

 Campaign goal and key concept

 Support for the artistic talents of Vietnam

 Try to reach and influence the young Vietnam people

via music

Campaign execution

 April 2019, MV of Masew and B-Ray was the first

"pioneers" to open the campaign

 Next is a series of famous singers such as: ChiPu, Đức

Phúc, Trúc Nhân,etc
Campaign effects

 These MV is quickly on Top Youtube Trending

 People pay attention to companion of Tiki and comment a

lot on social networking sites
Survey The effectiveness of
Tiki’s marketing
campaign
 SURVEY FEATURES
Target Audicence
 Undergraduates (from 18 to 22
years old)
 Active on social media and also
target audience of Tiki campaign
Methodology
 Quantitative: Online survey
 Qualitative: In-depth
interview
Some criteria
 Brevity: simple and easy to
understand question
 Objectivity: avoid bias and
leading questions
 A void built in assumption
question
Question design
 Three main parts:
1. Asking general information
2. Asking about Tiki
3. Asking about the campaign
QUESTIONAIRE DESIGN
For quantitative method

Part 1: Asking general information

 Gender, university, age monthly income

Part 2. Asking about Tiki

 Shopping online behaviours and Tiki

Part 3. Asking about the campaign

 Tiki marketing campaign .

For qualitative method

 Open- ended questions to get more

indepth opinions and viewpoints
 RESEARCH RESULT
For online survey
1. Respodent’s gender:

82.5% female and 17.5% are male

2. Respondent’s age:

Age group Number of respondents

18-22 82.9%

<18 10.1%

23-25 7%
 RESEARCH RESULT
For online survey
3. Level of income or allowance of the respondents
Monthly Income or allowance Number of respondents

<1,000,000 VND 46.5%

1,000,000 - 2,500,000 VND 24.1%

2,600,000 - 3,500,000 VND 11.2%

> 3,600,000 VND 18.2%

4. Three most familiar online trading platforms

 Shopee (94.4%), Tiki (93.4%) and Lazada (71%)
 RESEARCH RESULT
5. The frequency of online shopping on e-commerce platforms
 RESEARCH RESULT
For online survey

6. The reason of choosing online shopping

 Convenience of the delivery service (79.5%)

 Suggestions from friends, relatives, colleagues (65.2%)

 Promotion programs of these ecommerce trading platform( 18.3%)

7. Online trading platforms responders shop on

 Shoppee (83.9%), Tiki (78.4%) and Lazada (44%)

 Some other smaller number of responders shop on Taobao, Amazon, etc

 RESEARCH RESULT
For online survey
8. Number of responders shop on Tiki withn 6 last months
 In total of 273 responders, 63.4% responders shop on Tiki and 36.6% do not

9. Type of product responders shop on Tiki

 76.2% responders buy books and stationery
 Cosmetics accounts for 26.4%
 Technology products takes up 18.3%
 The rest is for other products.
 RESEARCH RESULT
For online survey

10. Reasons for the choice of shopping on Tiki

 Quality of products and services (53.1%)

 Promotion programs such as sale off or discount, etc ( 50.5%)

 Popularity of brands on social networks (42.5%)

 Others are diversity of payment methods, recommendations from friends,

relatives, colleagues, etc.
 RESEARCH RESULT
For online survey

11. The customers’ awareness of “Tiki đi cùng sao Việt” campaign

 61.2% responders are aware of this campaign and 38.8% are not

12. How responder understand about this campaign

 Most understand basically correctly. It is a sponsorship project for art

products of Vietnamese artists in many fields, especially music.

 This campaign is beneficial for both Tiki, Vietnam artist, and consumers.
 RESEARCH RESULT
For online survey
13. Customers’ awareness of songs sponsored by Tiki on Youtube
 There are 4 out of 7 songs sponsored by Tiki in the list and most of
responders, choosing correctly

14. Level of interest on these songs

 9% really love and 31.1% love these songs
 51.5% of the respondents are in the neutral stage.
 1.2% respondents really dislike and 7.2% students dislike these songs.
 RESEARCH RESULT
For online survey

15. Responder’s activities related to Tiki within 3 last months

 58.1% shopping on Tiki

 Searching information about Tiki (26.9%)

 Talking about Tiki products and services with their friends and relatives
(26.3%)

 The rest don’t have any activities

 RESEARCH RESULT
For in-depth inteview
The goal: To strengthen the results tabulated from the online questionnaire

How do you perceive “Tiki đi cùng sao Việt” marketing campaign?

 Most respondents agree it is a great campaign

 Instead of just running ads and being easily skipped or even makes
customers annoyed, putting the brand into hundreds of popular music
videos is much better.
 RESEARCH RESULT
For in-depth inteview

What are the motives or intentions behind the use of this campaign in
the respondents’ point of view?

 Is to make the audiences pay more attention to Tiki.

 Music video with their idols that also contain the symbol of Tiki will
effectively create better brand recall and also brand recognition. They love
their idols and also gradually love Tiki brand.
 RESEARCH RESULT
For in-depth inteview
What is the benefits that campaign can bring to Tiki?

 Most say that they think about Tiki more

 Most don’t think that this campaign can urge them to buy more on Tiki
 3
EVALUATION
AIDA MODEL
Traditional advertisement Music videos

Common advertisements are Appearing in music video,

being considered as Tiki brand is involved in the

annoying and unnatural songs naturally

=> Customers always trying => Customers will not skip

to skip all the commercials over Tiki image or ignore it

“Tiki wants to aim at
what is more spiritually related”
 01 Product Quality

Reasons to buy TIKI

02 products
Promotion Programs

03 Brand Coverage
 4
RECOMMENDATION
 6 Recommendations TIKI
Exploiting
Engaging other
the brand aspects of
music Investing in
name with a
marketing enhance
meaningful
to approach the quality
message
customers of products
through the
in diversity and
music
directions services

Determine Focusing on
Find out a unique a music
proper way music for KOL who
to insert the the brand can bring
image of as well as the spirit of
brand into build up Tiki to the
the M/Vs brand's audiences
music
identity
1. Find out a proper way to insert the
image of brand into the M/Vs
 2. Engaging the brand name with a
meaningful message through the music
3. Determine unique music for the brand
as well as build up brand's music identity
4. Exploiting other aspects of music
marketing to approach customers in
diversity directions
5. Focusing on a music KOL who can
bring the spirit of Tiki to the audiences
6. Investing in enhance the quality of
products and services
THANK YOU FOR LISTENING

Q&A SECTION