Recommandé
Contenu connexe
Similaire à 20130318 vff post ipo marketing
Similaire à 20130318 vff post ipo marketing (20)
Dernier
Dernier (20)
20130318 vff post ipo marketing
- 1. Post-IPO marketing strategy (Retail driven) VINAWEALTH ENHANCED FIXED INCOME FUND (VFF) March 18th , 2013
- 2. 2 Contents 1. Distribution improvement and expansion 2. Market communication 3. Incentives
- 3. 3 1, Distribution capability: improvement & expansion 1. Distribution Improvement • Dedicated sales team/committed to success • Customer segmentation (not only stock-investors) • Process, procedures review • Marketing materials 2. Distribution Expansion • Add more distributors: VDSC, VNDirect, VCSC, ACBS… • Diversified channel to commercial banks: SCB, HDBank, VPBank, Techcombank • VinaWealth sales capability
- 4. 4 2, Market communication 1. Messages and educational topics • Benefits to investors investing thru OEF • Why VFF, why VinaWealth, why now? • A roadmap to your financial freedom 2. How • Speaking, presentation to focus groups • News release • Personal finance column • (e-)Market materials, investor guide 3. Frequency • Gatherings: On demand and as frequently as possible • Bi-weekly on media • Available at front desk and downloadable from the websites “A roadmap to your financial freedom”
- 5. 5 3, Incentives to direct sales team 1. Getting the sales motivated • Clear message from management team • Good product(s) and potential business (OEF) • Advanced in new skills and more incomes 2. Giving enough support to them • Trainings • Sales tool, process and procedures • Marketing supports 3. Incentivizing timely and fairly • Bonuses: money, trip, gift… • Advanced training and development • Recognition and advancement. “incentives based on the sales target achievement”
- 6. 6 Estimated budget for Post-IPO activities VFF POST-IPO BUDGET Unit: VND'000 No. Items Quantity Unit price Amount Notes 1 Media relations 620,000 - New release 16 20,000 320,000 - Press gathering 4 50,000 200,000 - Personal finance column 2 50,000 100,000 2 contracts: Online and papers 2 Investor gatherings 260,000 - Investor seminars 20 5,000 100,000 in coordination with distributors - Focus group gatherings/Sponsorship 4 40,000 160,000 3 Sales incentives 275,000 - Sales Contest 2 50,000 100,000 Sales target - others 4 20,000 80,000 4 Marketing material production 95,000 - Investor guide 2,000 20 40,000 - Product brochure/sales KIT 2,000 15 30,000 - Banner and standees 50 500 25,000 TOTAL 1,250,000
- 7. 7 Thank you!