Thach Ban Brand - Repositioning
THACH BAN CORPORATION is precursor of brick factory which was established in 1959. Through nearly 60 years of operation, along with the continuous growth of the building materials industry in the whole country, the factory has developed into a state-owned enterprise under the Ministry of Construction, the Viglacera Corporation was later converted into a joint stock company since January 2005.
The goal of "GREAT CHANGE- BETTER THACH BAN DEVELOPMENT" is set for the period 2015 - 2020, Thach Ban has implemented comprehensive renovation in many aspects:
- Construction of THACH BAN GRANITE FACING BRICK at Bac Giang on an area of 18.3 hectares with production capacity of 16 million m2 / year; The main product of Bac Giang Tile Factory are high quality ceramic wall tile manufactured by using double firing technology.
- Direct cooperation with partners in Spain and Italy, the two world's largest tile market, Thach Ban has been successful in enhancing the aesthetics of brick in Vietnam through 16 new brick products. The brand also received positive feedback from the market, while improving the competitiveness of domestic brick products compared to imported brick.
- Along with that, it is indispensable to reposition the Thach Ban brand in the market. With lots of experience and strength in branding strategy, PPR Vietnam JSC was selected by Thach Ban as the consultant for the strategy of development and innovation management in this period.
MARKETING ACTIVITIES OF PPR VIETNAM:
1. Research
- Research the brick market in the country
- Understand competitors
- Analysis of strengths, weaknesses, opportunities and challenges of Thach Ban brand
From there, build a proper and effective marketing strategy.
2. Building marketing strategy
- Target:
- Reposition Thach Ban: innovation, creative, bring integral solution
- Approach and spread to younger audience
- Building good image to the audience
- Advertise new brick brand
+ Promote selling activities and increase sale target
- Time: 1 year
- Take full advantage of many communication channels: newspaper, electronic newspaper, event, trade marketing (promotion and client support), internal publications, TVC, radio, outdoor advertising (outdoor advertising, bus advertising), digital marketing (youtube, facebook, google ads, apps, ...), build and standardize the brand identity system.
PPR Vietnam has developed a professional development process on most of the media channels which suitable with the Thach Ban brand, for the marketing staffs of the company. At the same time, we will also develop appropriate concept for each channel to maximize the efficiency with most reasonable budget.
3. PR activities
PPR has launched a series of PR articles on numerous newspapers and magazines, including electronic newspapers and newspapers such as: Dan Tri, Business Forum, Entrepreneur, Cafebiz, Vnexpress, Thanh Nien, Tuoi Tre, Xay dung,...
- Time: 1 year
- Take full advantage of many communication channels: newspaper, electronic newspaper, event, trade marketing (promotion and client support), internal publications, TVC, radio, outdoor advertising (outdoor advertising, bus advertising), digital marketing (youtube, facebook, google ads, apps, ...), build and standardize the brand identity system.
PPR Vietnam has developed a professional development process on most of the media channels which suitable with the Thach Ban brand, for the marketing staffs of the company. At the same time, we will also develop appropriate concept for each channel to maximize the efficiency with most reasonable budget.
3. PR activities
PPR has launched a series of PR articles on numerous newspapers and magazines, including electronic newspapers and newspapers such as: Dan Tri, Business Forum, Entrepreneur, Cafebiz, Vnexpress, Thanh Nien, Tuoi Tre, Xay dung,...
