FOREIGN TRADE UNIVERSITY

SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS

……..***……..

PROJECT REPORT
BUSINESS ECONOMICS
NEW PRODUCT EPIONE AND EPIONE PRO

LAUNCHING AND SILICONZ MARKETING STRATEGY

Group 4 - Case Study 1

Class: KTEE312(GD2-HK1-2223).2

Lecturer: Dr Hoang Ngoc Thuan

Ha Noi, 12/2022
 MEMBER ASSESSMENT

Member Student's ID Assessment

Phan Bui Minh Anh 2113550007 Complete assigned work well

Le Dam Nhi Linh 2112550025 Complete assigned work well

Dieu Hieu Minh 2113550016 Complete assigned work well

Vu Thu Ngan 2113550017 Complete assigned work well

Le Phuong Quyen 2111510070 Complete assigned work well

Le Khanh Thu 2111520070 Complete assigned work well

Mai Ha Vy 2113550021 Complete assigned work well

 TABLE OF CONTENTS
A. RESEARCH ...................................................................................................... 2
I. Category - Market volume and growth rate ....................................................... 2
II. Competitor ........................................................................................................ 5
III. Product........................................................................................................... 10
B. MARKETING PLAN ..................................................................................... 12
I. Customer Persona ............................................................................................ 12
II. 4P Strategy ...................................................................................................... 14
III. Objectives and KPI........................................................................................ 20
IV. KPIs ( for quarter) ......................................................................................... 21
V. Deployment Plan ............................................................................................ 22
VI. Channels ........................................................................................................ 22
VII. Budget .......................................................................................................... 27

1
 PROJECT REPORT: NEW PRODUCT EPIONE AND EPIONE PRO
LAUNCHING AND SILICONZ MARKETING STRATEGY

A. RESEARCH

I. Category - Market volume and growth rate

Ergonomic office chair is mainly used in various companies and businesses where
employees operate in a sitting position for long hours. The seat is adjustable, supports and
provides a natural sitting posture, which helps to minimize back discomfort and strain
during long periods of sitting. Nowadays, offices are choosing ergonomic office chairs
over standard office chairs to make the workplace healthier, happier and improve
everyone's work productivity.

Growing workforce, growing concern about employee health and well-being, rising
obesity awareness, increasing number of workplace injury complaints globally are
important drivers for the growth of the ergonomic office chair market. The outbreak of the
COVID-19 pandemic has had a partial negative impact on the ergonomic office chair
market. The government's enforcement of the shutdown restricted the movement of
consumers out, leading to the complete closure of the business and education sectors. As a
result, the demand for office chairs has gradually decreased in these areas.

Market segments

− Popular segment: Models under VND 5,000,000 (Sihoo, Xiaomi HBADA, ...)
− Mid-end segment: Types that priced from 6,500,000 - 16,500,000 VND
(GTCHAIR,...)
− High-end segment: Over 20,000,000 VND (Herman Miller)

Analyzing the impact of the Covid-19 epidemic on the market

The production process of office chairs has become a challenge for companies due to
limited labor resources, interrupted raw material supply and logistics problems.

2
 The increased demand for office chairs in households as consumers are confined to their
homes leads to a shift towards remote working. This shift in working conditions has
increased the demand for ergonomic office chairs as consumers want a suitable setup to
work long hours. Consumers don't want the comfort and compromise of their
performance by using an ordinary office chair.

Market Impact Factors

The corporate industry is one of the most prominent in the market. Businesses from all
over the world are entering the corporate sector leading to a skyrocketing demand for
office chairs. Ergonomic office chairs are an important piece of furniture that supports
employees and helps improve work performance.

High-altitude office chairs are hindering the growth of the office chair market as
consumers are in a dilemma of whether to invest or not to invest in tall chairs. High-altitude
office chairs are forcing price-sensitive customers to decide to buy an ordinary low-
rise office chair. Price-sensitive customers are willing to give up.

Growing concern about employees' health and well-being is affecting their performance
at work. Concerns about the health and well-being of employees are encouraging them
to look for alternatives. Work chairs are gaining popularity among employees, as the chair
has lumbar support and employees can work for hours sitting on it comfortably.

Although it is anticipated that the ergonomic chair market will grow, limitations
including range of motion limited high price are believed to hold back its growth.

Ergonomic chair market trend forecast

− Companies are partnering with multinational companies (MNCs) to promote their

products

Manufacturing businesses partnering with MNCs to expand sales. It is a technique

through which employees use chairs at work and they may decide to buy office chairs for

3
their families if they feel its advantages. Remote working became popular and it is now
part of the daily routine of employees following the arrival of the COVID-19 pandemic.

− The evolution of the chair is expected to attract more consumers.

Ergonomic chairs offer maximum benefits to employees, providing additional functions,

such as large armrests, cool vibration- distance, heating pad and other functions. These
new features are likely to be a game changer in the ergonomic office chair industry, with
growing appeal. All employees enjoy comfort, which contributes to employee productivity.

− Multi-channel strategy favors the growth of the ergonomic office chair market

Customers are choosing more convenient forms of buying office chairs by switching to
e-commerce purchases. The lack of transparency of details and inconsistent pricing are
influencing consumers to make purchasing decisions. As the world is moving towards
digital business and almost all transactions take place on digital platforms. It is an
opportunity for companies to interact with consumers who realize their desires. A clear
message about product details and appropriate mention of price without any hidden fees
will drive customers to purchase.

− Growth by Region

Region market The Asia Pacific accounts for the highest share of revenue and is
expected to maintain its dominance over the forecast period. The growing number of
industries and the increasing number of employees in the countries of the region are the
key factors driving the growth of the Asia Pacific ergonomic office chair market.

The North American market is expected to record a significant growth in the global
market, due to the increasing health consciousness of individuals in countries in this region.

Source: Allied Market Research

4
Regional growths

- The global office chair market is estimated to reach USD 13.4 billion by 2022 and is
expected to reach USD 22.4 billion by 2032, growing at a CAGR of 5.1% from 2022 to
2032.

The office chair market accounts for 7% of the total office furniture market by 2022 and
is expected to grow as people restore their office work as COVID contagion fears ease.
The office chair market is expected to gain an absolute $8.9 billion USD opportunity during
the 2022-2032 assessment period.

- The Asia Pacific region market accounts for the highest share of revenue and is expected
to maintain its dominant position over the forecast period. The growing number of
industries and the increasing number of employees in the countries of the region are the
key factors driving the growth of the Asia Pacific ergonomic office chair market.

- The North American market is expected to record a significant growth in the global
market, due to the increasing individual health consciousness in countries in this region.

General statistics about Vietnam market in 2022

- Reported revenue of Ergonomic chairs on e-commerce platforms reached more than 72

billion VND in 12 months and increased by more than 18.2% compared to the last quarter.
According to the market assessment, business shops can sell at popular prices from
1,000,000 VND to 4,000,000 VND. The most distributed and best-selling Ergonomic Chair
brands are Sihoo, Xiaomi, etc.

- The number of products sold from November 1, 2021 to October 31, 2022 is 57,110

II. Competitor

COMPETE THE ADVANTAGES OF ERGONOMIC SHEET BRAND IN THE

MARKET

5
 1. Herman Miller

Founded in 1927 in the US, Herman Miller is known as one of the leading furniture
manufacturers in the US, including ergonomic chairs. The Herman Miller brand's
ergonomic chair is very diverse with extremely high-class ergonomic chair products that
are trusted by many people around the world with deep customization, supporting fine-
tuning the standard sitting posture for each body shape. different people sitting.

Herman Miller's ergonomic chair product lines are used by many people, including big
businessmen, movie stars, etc. As a high-end product line, Herman Miller not only meets
all the essentials. of a set of ergonomic chairs, but also demonstrates the superiority of
product quality, high-quality materials, and elegant design.

STRENGTH

- PRODUCT DESIGN:

+ Newly Remastered yet iconic design, helping users to sit in the correct posture
and most comfortable when sitting.

+ The seat and back cushions are made of Herman Miller's exclusive new Pellicle
breathable mesh, providing ideal comfort and air circulation.

+ Adjustable Posturefit SL Support (ALP) backrest provides spine support.

+ Custom 4D PU armrest: high, deep and 2 corners (with leather armrest upgrade
support).

+ Adjustable height, and all seat recline angles – back and forward.

+ Floor wheels (upgraded from the default carpet wheel)

+ Currently, Herman Miller has released millions of products each year and has
many different models such as Herman Miller Aeron, Herman Miller Embody,
...

6
WEAKNESS

Disadvantages of Herman Miller Ergonomic Chairs:

- High PRICE (24 → 45 million/sp): this is definitely one of the things that makes
users "headaches" because Herman Miller's ergonomic chair models are all very
good. It is among the most expensive ergonomic chair models in the world.

- PRODUCT DESIGN:

+ No headrest: Herman Miller does not produce the included headrest, if

necessary, you have to order it through a 3rd party for a price of 3-5 million
VND, which is quite "bitter".

+ The lifting and reclining system is quite inconvenient, you have to reach down
to adjust it. With another high-end chair, you can adjust it right under the shelf
to make your hands much more convenient.

2. GTChair

GTChair is one of the famous companies in China specializing in manufacturing office

furniture and especially ergonomic chairs.

GTChair ergonomic chair products are distributed in many countries around the world
and appeared in the Vietnam market in recent years. GTChair ergonomic chair has many
different models and prominent among them are GTChair Ivino, GTChair Marrit, GTChair
Butterfly,.. STRENGTH PRODUCT DESIGN:

- Sturdy

+ Chair frame, can withstand large loads.

+ The whole is covered with high quality Korean Wintex mesh fabric, breathable
and highly elastic.

7
 + It is possible to adjust many different positions such as backrest, armrest
position adjustment, headrest, seat height adjustment, .. even in some models,
the seat position can be adjusted.

+ The design of the lever adjusts the parts right under the armrest, easy to adjust
without bending over, extremely easy to operate.

- PRICE: Many models in different price segments from 8-17 million for buyers to
choose the price that is suitable for the economy.

WEAKNESS

- PRODUCT DESIGN:

+ Slide the backrest up/down a bit loose, not too sure

+ The finish in some plastic details in contact with the mesh is not smooth.

- MARKETING: there are not many genuine distributors in Vietnam, users have to
order quite a lot leading to a long waiting time, not much warranty and no
replacement parts.

3. Sihoo

Sihoo is one of the most modern office ergonomic chair brands on the market today with
new and modern designs with luxurious and classy style.

Sihoo Chair office chair is a product manufactured on modern technology lines,

combined with advanced production techniques and international standard machinery, so
the product fully converges with modern and advanced beauty. Sihoo Ergonomic Chair
office chair products are loved, preferred and chosen by a large number of customers in the
market today for corporate offices.

STRENGTH

8
 - COST: Diverse models from cheap to high-end, suitable for the needs of many
customers. The price segment is quite suitable in the Vietnamese market.

- PRODUCT DESIGN:

+ Youthful design, diverse in size from small to large, suitable for many different
types of people.

+ Various features for easy adjustment of parts from armrests, pistons, backrests,
headrests or even seat back height, seat position, etc. WEAKNESS QUALITY:
Most models have a seat.

- Frame . ABS plastic, quite sturdy but lower payload than aluminum alloy frame.
Some new high-end models have aluminum frames.

4. Hbada

Hbada is one of the cheap ergonomic chairs from China and is quite popular in
Vietnam market. It can be said that the strongest point of Hbada is that the ergonomic
chair models from this brand are quite cheap, competitively priced and are loved by many
users in Vietnam. Especially for pupils, students, office workers, ..

Although the price is quite cheap, the ergonomic chair brand Hbada owns quite a lot of
beautiful designs, luxurious and youthful designs, suitable for young people. with many
different office and working spaces.

5. Hoa Phat

Hoa Phat is known as one of the leading units in Vietnam specializing in manufacturing
home appliances and office furniture. In the growing trend of office ergonomic chairs, Hoa
Phat has also researched and launched a number of ergonomic chair product lines to meet
the needs of users in Vietnam.

Hoa Phat chairs are diverse in design to meet the needs of consumers such as: Hoa Phat
stainless steel stools, folding chairs, lazy chairs, recliners, leadership chairs, office chairs,

9
and in each product category. The product has a variety of different chair models for you
to choose from. Hoa Phat chair brand mainly produces office chairs, with good quality and
price.

STRENGTH

- COST: No import shipping costs, direct domestic production, so the price is quite
low and competitive with imported ergonomic chair models.

- The warranty and replacement of accessories also become simpler and faster.

III. Product
STRENGTH

- As one of the prominent names in the market of ergonomic furniture

- Distributed through SiliconZ's store and the company's customers (ThinkPro, GearVN)

- There are many price segments, the design has superiority compared to other brands.
With similar products in the same segment

- Ergonomic chair: The body support parts of the chair are highly customizable with many
advanced features such as True Tilt reclining mechanism, Tension resistance adjustment.
Control, ... to be able to fit all body shapes and postures of users.

- High-quality and reliable materials and technology with public and clear origin or supply
resources

+ Applied SHRINX Tech from Krall+Roth - Germany. (This supplier was presented
with the Interzum Award 2013 and 2017 for the best products of the international supplier
industry for furniture and interior design).

+ Meets 190,000 Martindale durability standards

+ Standard 100 OEKO - TEX - Skin-friendly

10
 Controller system from Donati, Italy (The adjustment modes are diverse and more 90%
optimal than other products on the market)

Piston: class 4 Samhongsa (also used by famous and luxury brand like Herman Miller
Aeron, Dvary Butterfly, Dvary Ivino)

Aluminum alloy chair legs + Slient PU Wheels => Load capacity: 150 Kg)

- Modern and attractive design: having colors: all black, cool gray, pink blossom for
different genders' tastes.

WEAKNESS

- Running SEO is not effective, when searching for ergonomic chairs / lifting tables, the
name Epione is not really prominent

- Lifting table: The updated pro feature is not really too reasonable compared to the price

- A new entry in the market: Epione products entered the market in 2019.

OPPORTUNITIES

- Currently there are not too many competitors in the market and the ergonomic furniture
market is an expanding market, with demand expected to increases as people's living
standards are improving and customers are more concerned about their health

- Rapid urbanization → raises the affordability of buying more expensive chairs.

- Increasing living standards → people are more picky and take more care of their heath,
thus looking for products that can protect their health.

- Open and self-love mindset of the young people - Generation Z. This means they will not
only try their best to work hard but also love themselves by taking care of their physical
and mental health. Besides, this mindset has also affected the managers. Managers are
nowadays more concerned about their employees' health and satisfaction, which can raise
the productivity of their work.

11
- The rapid increase of the trend "Vietnamese people prioritize using Vietnamese goods"

+ The boom of numerous high-quality Vietnamese brands today => Vietnamese people
when being an user/ customer are starting to look for Vietnamese products more. And in
Vietnam today, Vietnamese brands providing ergonomic products are quite rare.

- As a startup in the field of furniture and health, these products can attract a lot of support
and investment from the government and big investors.

(In 2021, according to a WIPO report, Vietnam ranks 44th out of 132 countries and
economies in the global innovation index => Vietnam has taken a lot of care of startup
businesses) THREAT - Ergonomic tables and chairs in

THREATS

Ergonomic products in general are still not yet popular in the domestic market.

Our Unique Selling Point

− The first and only ergonomic chair in Vietnam that is adjusted due to Vietnamese
characteristic → Bringing the best experience for Vietnamese customer
− With the surprisingly low cost (only 3-4 million VND for a chair) this will best suits
companies that care about their workers health as well as productivity without taking a
huge budget
− With the Pro Epione Chair, the customer can adjust the chair to meet their personal taste
and personal characteristic → maximize the affection of the chair to the user health

B. MARKETING PLAN

I. Customer Persona

Epione was born with a view to satisfying customers who prefer high-quality ergonomic
furniture exclusively distributed by Vietnamese brands. These customers are neither ready
nor easy to access high-quality ergonomic products currently on the market at a relatively
high price compared to the average income of Vietnamese people. Epione's customers are

12
usually people between the ages of 18-40 with moderate to high income, specific targeted
groups can be:

SUB TARGET: PERSONAL Target

Demographic

- Age: 22 - 40

- Marital status: single, married

- Income: Economy class

- Occupation: Office workers, individuals who spend a part of the time working from
home

Psychology

- Care about the physical statement

- Motivated to be on the track of leading a healthy lifestyle

- Use a smartphone to entertain, connect and keep self up-to-date through social
media (Facebook, TikTok, Youtube)

- Heavily impacted by peers, reviews by others

Behavior

- Being a high achievers, they try to attain many goals and face physical problems
for sitting all day long

- They find it hard to maintain a good statement for their physical health

- They desire a good physical statement to achieve goals

- Purchasing decisions remain driven by consideration of quality and brand attributes

- Willing to try new brand with products that is good for their health

13
→ These achievers prioritize their physical health. They are admittedly unstable in
physical health due to various factors, with workload and poor work-life balance
accounting for the majority.

- Obstacle:

+ High cost

+ Not understanding the importance of ergonomic chairs to health

+ Do not think that it’s effective

→ Assist: Educate them about the effectiveness of ergonomic chairs through marketing on
social media where they are highly active.

MAIN TARGET: BUSINESS

- Commerce proprietors who want to progress the quality of the working

environment, make keen speculations for their staff by giving high-quality working
furniture (this can be a way to boost productivity among employees)

- Motivation: Maximizing employee productivity → results

- Obstacle:

+ High cost (by buying in bulk)

+ Many competing brands (with larger market share)

→ Help: Raise awareness of Epione brand, highlight the USP of Epione chair to beat
competitors

II. 4P Strategy

PRODUCT

Epione always understands and wants to bring products with the best value in terms of
quality and service.

14
How will customers use the product?

Products have international quality: Standing in the position of customers, Epione

always wants to bring Vietnamese products with the best quality and most reasonable
prices to users. The Epione team has worked with international partners to deliver a quality
product following the most advanced technologies. Epione has boldly combined with
leading partners in the market to form an ergonomic chair with extremely high-class details
such as: Class 4 Piston from Samhongsa Korea, Shrinx Tech Krall & Roth Mesh from
Germany, Donati resistance set from Italy…

Products are designed to fit Vietnamese users: Epione team are young people who
always put themselves in the position of Vietnamese customers to design and create the
most suitable chair. From the flexible headrest according to the adjustment to suit the user's
height the most. Until the design of the seat can move forward and adjust the tilt angle to
suit the user's leg length.

Products are provided with the best customer service: In addition to good and quality
products, Epione also provides customers with the best customer service from complete
product installation to after-sales policies. (On Epione's website, there are slow-motion
video clips and detailed instructions on how to install the product at home that anyone can
do in less than 30 minutes. Or when the product is delivered, the customer can ask the
delivery staff to assist in the installation and use of the product.)

What features does the product need to meet customer needs?

ErgoChair Pro is calculated, designed and manufactured to the most rigorous ergonomic
standards in the world.

Vietnamese customers can experience the greatness of Epione ErgoChair Pro with best
features supporting them in terms of maintaining a comfortable sitting position, which
improves their health and focusing while working. Such features include:

- ASPA - AUTOMATIC SITTING POSTURE ADAPT SYSTEM:

15
 + The 3D design back of the chair embraces the curve of the spine

+ Self-adhesive mechanism when moving forward, can recline 16 degrees

- TRUE TILT MECHANISM:

+ The True Tilt mechanism allows you to precisely calibrate both angle and
tension. Help you completely relax after hard working hours

+ The tilt of the seat is synchronized with the backrest, ensuring you are always
in the most comfortable position.

- TENSION CONTROL MECHANISM:

+ Helps to accurately adjust the resistance of the chair back, confident to use in
all cases, optimal for all bodies

- 3D HEADREST:

+ The headrest adjusts flexibly, creating a stable, comfortable support for your
head and upper spine

- 2D ADJUSTABLE SEAT:

+ Optimal for any sitting postures

+ Help you have the most comfortable sitting position

- 4D HANDREST:

+ Flexible adjustment to suit your typing posture while working.

+ Effective support for your arm during work

- SHRINX TECH KRALL & ROTH MATERIAL:

+ SHRINX Tech from Krall&Roth - Germany

+ Meets 190,000 Martindale durability standards

16
 + Standard 100 OEKO - TEX - Skin-friendly

- MULTIFUNCTION “MACHINERY STATION”:

+ The “machinery station” is considered the heart of the chair. For a chair to
operate and be accurate and durable requires a healthy heart. So I put my trust
in the Italian Donati controller

+ The adjustment modes are diverse and 90% more optimal than products on the
market

- PISTON CLASS 4 SAMHONGSA:

+ Class 4 is one of the highest standards for Piston

+ Meets TUV and BIFMA standards (means your company's products have
attained the requirements of safety, quality, and sustainability)

- ALUMINUM CHAIR LEGS:

+ Strong and durable

What are the differences between the product and the competitors?

Epione is a pioneering brand for Vietnamese users while most competitors import
different types of product lines of ergonomic chairs or produce chairs that meet the
demands of European and American consumers.

For example, Ergo Chairs of Herman Miller have no headrest: Herman Miller does not
produce the included headrest, if necessary, you have to order it through a 3rd party for a
price of 3-5 million VND while Epione chairs are designed with flexible 3D headrests that
can adjust to suit the Vietnamese user's height the most.

PRICE

Are your prices higher or lower than your competitors?

17
 There are competitors with higher prices but also there are some with lower prices. The
market segments include: Popular segment - Models under VND 5,000,000 (Sihoo, Xiaomi
HBADA, ...); Mid-end segment - Types that priced from 6,500,000 - 16,500,000 VND
(GTCHAIR,...); High-end segment - Over 20,000,000 VND (Herman Miller).

However, with such quality and customer service, we offer a price that is reasonable for
both our company and our customers.

Should a discount be offered to a specific customer segment?

Our target customers are office workers, employees working from home from 22 - 65
years old, businesses who want to progress the quality of the working environment for their
employees.

The businesses can be the customer segment suitable for a discount offer as a policy
served when businesses buy products with large numbers.

The perceived value the company can bring?

SiliconZ can meet the 5 main benefits to effectively higher the perceived value of the
products:

- Morphological benefits: All products including Epione Ergonomic Chairs have

exquisite, luxurious design, suitable for all your workspaces.

- Functional benefits: In addition to good and quality products, Epione also provides
customers with the best customer service from complete product installation to
after-sales policies.

- Time benefits: SiliconZ provides customers with a website that can save time for
searching and ordering, pre-ordering products. The company also provides chatbot
and hotline for customers to contact easily to serve every needs of them.

- Location benefits: Epione products can be experienced and ordered in different

stores in big cities like Hanoi, HCM City, Da Nang, Can Tho.

18
 - Ownership benefits: The company has detailed and suitable policies related to
shipping and warranty.

PLACE

Where can the customers find the products?

The company has its own website with all the information included about the products,
prices, policies that can help customers reach out to buy the products.

The places that customers can experience products and purchase are the sales system of
SiliconZ and its customers as well as stores specializing in technology across Vietnam. In
Hanoi, there are Thinkpro, GearVn, TNC, ErgoHome,... In HCM City, there are Broshop,
TminsStore, MaxpingGear, SiliconZ,... In Danang, there are Anh Duc Digital stores. In
Can Tho, there is a Nguyen Vu Store.

Is the location you choose convenient for your customers?

Stores are located in big cities around Vietnam so customers can easily find and
experience the products directly.

PROMOTION

Which marketing method will you choose?

Online:

- More development to improve the website to be more attractive to customers in both

designs and content:

+ Having more posts on Epione being the pioneer brand for Vietnamese users as
this is a strength of ours.

+ Adding more pictures or videos of customers experiencing products (on the

current website there are mostly images of only the products)

19
 - Develop Youtube and pick some Youtube short videos to post on Tiktok (nowadays
Tik Tok is one of the most popular platforms for customers to know about the
company and products)

- Facebook, Instagram

Offline:

- Let the customers experience ErgoChair in real life in Showroom in HCM City and
plan to set up a place in some technological fairs organized around Vietnam.

What promotional activities do you apply?

Discount offer for specific customer segment: businesses purchasing Ergonomic Chairs
for their employees.

III. Objectives and KPI

General Objectives:

1. Specific:

- Making the Epione and Epione Pro ergonomic desks and chairs popular among
office workers and people whose jobs require long hours of sitting in front of a
computer.

- Monthly revenue growth.

2. Measurable:

- Increased quarterly revenue by at least 20%

3. Achievable:

- As one of the prominent names in the ergonomic furniture market, distributed

through SiliconZ's store and the company's customers (ThinkPro, GearVN). There

20
 are many price segments, the design has advantages compared to products in the
same segment. Therefore, it will easily become popular and the company's revenue
will also increase rapidly

4. Relevant

- Make the product in the top 5 brands of ergonomic chairs worth using in Vietnam.

5. Time Bound

- Goals to be achieved by December 2023.

IV. KPIs ( for quarter)

1. Leads

Criteria KPI

Information Qualified Website 10,000 customers

Lead ( IQL)
Email 10,000 customers

Tiktok 30,000 customers

Facebook 30,000 customers

Influencer Marketing 20,000 customers

Tech Fairs 500 customers

Marketing qualified lead 10,000 customers

(MQL)

21
 Sale- qualified lead (SQL) 5,000 customers

2. Products:

- The number of products sold each quarter must reach at least 5000 products.

+ Epione ergonomic desks and chairs: 3000 products

+ Epione pro ergonomic desks and chairs: 2000 products

V. Deployment Plan
Marketing Deployment Plan (Click to view details)

VI. Channels

6 main marketing channels, including online and offline marketing forms:

Website

Email

Online TikTok

Facebook (fanpage)

Influencer Marketing

Offline Tech Fairs

22
 a. Website

● Purpose:

Improving the identity of the website and the product, and introducing comprehensive
information about the firm to create absolute trust for customers; collecting databases for
the business while promoting speedy customers’ response receipt.

● Action plan:

- Promote USP

- Investing in SEO and Google Ads to have products and website information
appear in the top 1, top 2, top 3 positions of Google so that those who have the
intention of searching for keywords will reach the website.

- Maintaining the connection with potential customers:

+ Inviting customers to provide information with the registration form to

receive notifications when new content is available. Once having email
information of potential customers, continue to connect with them and provide
various values through a decent content chain.

+ Re-reaching potential customers who have visited the website because

today's advertising systems like Facebook, Google, etc. can connect to the
website and record users’ behaviors on the web. As a result, businesses can
quickly inform customers about attractive content.

+ Ensuring customer-business contact by positioning the business phone

number displayed in a visible location on the website's interface, and an instant
call button on mobile devices. Add a chat bar on the screen because there are
customers who are not willing to make calls or have a need to communicate
via chat.

23
 b. Email

● Purpose:

Providing information about products and promotions, especially targeting the right
potential customers to create reputation for the brand while maintaining relationships with
customers, creating a loyal customer group for the brand. The target of this channel is
people who actively choose to receive email notifications from the firm.

● Action plan:

− Collecting database and email marketing list by inviting customers to provide

email via website (Through Floating Form that appears in the sidebar, navigation
bar, or below the footer of the website and 'floats' along with user to ensure that
users can always find the form and CTA easily without any discomfort)

− Increasing email marketing list with lead magnets through special offers and
discounts (eg. Subscribe to receive a 10% discount on your next order).

− Receiving customer information through offline fairs.

− Promoting products, sharing promotions with loyal customers, updating

subscribers on new and important information…

c. Facebook

● Purpose:

Introduce the brand and its products to customers, helping the business reach the right
target customers, targeting the right advertising audience and being an effective
communication tool with customers.

● Action plan:

− Fanpage content structure:

+ Posts for branding and products selling:

24
 + For branding posts: Posts revolve around the formation and development of
products and the brand,...

+ For selling posts: Targeting to create contents about promotions, discount

policies, etc. to attract customers.

− Posts for sharing information and knowledge about product’s technology:

+ Targeting to focus on knowledge related to product mechanisms (ATLAS

mechanism, ASPA self-adaptive mechanism), the product's correlation with
solving health problems that has been receiving a lot of attention; information
about manual, delivery policy and warranty…

− In addition, promoting product and brand seeding on related groups (Ergonomic

chairs, office furniture groups, ...)

− Running Facebook Ads on newsfeeds of users whose behaviors correspond to

the firm’s customer profile

d. TikTok

● Purpose:

Introducing TikTok users to the brand and its products.

● Action plan:

− Running In-feed Ads by Epione's existing TikTok account.

− Cooperating with credible technology influencers/reviewers on TikTok to

increase product reach and customer’s trust.

− Content:

+ Educate about Epione's products

+ Office-related content (Working tools, skills set, working method

25
 + A day at TechFair

e. Influencer Marketing

● Purpose:

− Collaboration with influencers to raise brand awareness

+ Field: lifestyle, productivity, education, bloggers/vloggers, technology

+ Influencers’ image have to fit with the brand’s image

● Some of the recommended influencers

− The Present Writer (Youtube, Instagram)

− The Hanoi Chamomile (Youtube, Instagram)

− Thach Trang (Youtube, Instagram, Tik Tok)

− Sunhuyn (Youtube. Instagram)

− Giang oi (Youtube, Instagram, Facebook)

− Something With Mia (Tik Tok, Instagram)

− Tân một cú

● Action plan:

− Upload content related to topics such as work productivity, ergonomic,

healthcare, etc and cue the introduction of the Epione's products in

− Influencer marketing is generally more effective for the fashion and beauty field
with products that do not cost much and the TA are mostly youngsters. As the
target audiences are overall more mature plus the products are not necessity and
are costly, TA have the tendency to buy only after careful research and
consideration.

26
 → Emphasize on the long-term benefits of the products, the competitive price
compared with other competitors

f. Tech Fairs

● Purpose:

Creating opportunities for customers to receive direct advice and experience products to
increase credibility for the brand and products, as well as opportunities for the firm to create
direct contact with consumers to capture their psychology.

● Action plan:

− Registering booths at technology fairs to reach customers and introduce

products and brands.

− Consulting and giving customers free trial at the booth.

− Providing minigames/Asking customers to provide information or check in (if

desired) to receive gifts or discount vouchers.

VII. Budget

MARKETING BUDGET (Click to view details)

27