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Movie magic with a

sleeper

Tutor : Ms Hoang Bich ngoc

Class : Tut2BA08
Group members:
Tran Thai Phuong
Do Minh Ngoc
Nguyen Thi Thanh Huong
1 Le Thi Huong Lien
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Outline

1 Case Summary

2 Questions & Anwsers

3 Application in Vietnam

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Case summary

 Sleeper movie

 Not successful at first

 Not work when use the media advertise as a

promotion

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Case summary (con’t)

 Word-of-mouth marketing
 The passing of information from person to person
 Benefit : receiver believe WOMM than more
formal forms of promotion methods
 Contra deal marketing

A party associate with other

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Q&A
 Question 1 :

Why is it that media advertising does not pull audiences to

certain movies, making it more important for positive WOM to
spread?

 Answer :
These films do not have star actors or actresses, or even a
brilliant director, and less technologically sophisticated while
the media advertising tend to focus on these factors to
attract moviegoers.

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Q & A (con’t)

 Question 2 :
Given the amount of pre-publicity that surrounds Harry
Potter movies, do you think that Warner Bros Studios and
Australasian distributors might be able to cut back on the
amountspent on all forms of promotion, or is publicity part
of the promotional campaign
 Answer :
Not able to cut back
Reason : the marketing communicators can reach the
awareness of customers

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Q & A (con’t)

 Question 3:
What benefits are gained by the parties to a
contra deal such as those associated with the
coupon offer used with The Big Chill
 Answer:
 Make the promotion at low cost
 Attract more customers with the excitement &
curiosity

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Q & A (con’t)

 E.g: Hoys & the Golden Farms

• Hoys :
Correct demographic target market
Gain exposure at minimal cost
• Golden Farms :
Grasp attention in-store
Be able to add some excitement for store
Create a difference value-for-money perception among chicken
consumers

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Application in Vietnam

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Application in Vietnam (con’t)
 Company
 Techcombank
• Founded in 1993
• One of leading commercial joint stock banks
• 200 branches and transaction offices
• Total profits in 2009: 1,846 billion VND
 KFC:
• Originated in 1930
• One of the world’s largest fast-food chains
• Owns and franchises more than 16,200 outlets in 100 countries
• Appeared in Vietnam since 1997
• Revenue in 2008: 5,582 million USD

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Application in Vietnam (con’t)
 Mutual benefits:
 Attract people to use their food and services more
frequently
 Decrease promotion costs
 Bring the brands closer to customers
 Increase revenue: ATM transactions increased by 40%
>50% of customers were interested in
using coupon for KFC

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Application in Vietnam (con’t)
 Mutual benefits ( Graph):

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