LOVETRIX - INTEGRATED PLAN IDEA
DOJI is the leading enterprise in terms of revenue in the gold, silver, gemstone, and jewelry business in the Vietnamese market.
DOJI wants to attack the jewelry market during Valentine's Day 2024 and share "share of mind" with its competitors by establishing its brand positioning. It aims to pioneer and capture a segment that other brands have not focused on - the segment of couples who have been married for less than 3 years. With its product quality and distribution system strength, owning a long-term platform to serve this strategic customer segment would be an important step for DOJI.
Let's develop the idea for the Valentine's Day 2024 collection from the DOJI brand, as well as the idea for the communication campaign to launch this collection.
We'll start by researching the market and target customer segment mentioned above to identify their insights regarding jewelry shopping and consumption. The insights we discover should apply to both the product development and communication campaign ideas. To succeed in this campaign, we need to demonstrate to the target customer segment that DOJI is the brand for them, and that it is a better choice compared to competitors. This will pave the way for DOJI's long-term growth.
