Introduction
✪ Project: Brand Marketing Strategy Consulting
✪ Brand: City Games
✪ Field: Entertainment
✪ Implementation period: July 1, 2024 – February 28, 2025
Background
Target
– Business Objective:
- Value Sales at shopping malls increase 10% every month, reaching 100 billion in 2024
– Marketing & Communication Objective:
- Top 3 largest entertainment areas on the world’s largest search engine in Vietnam
- Brand outreach covers the points where the brand is present at 14 Trade Center locations nationwide
Brand Analysis
Source of growth
+ CG1: Group of young people often go out and gather with friends
+ CG2: Parent group in family
SWOT
| Strength | Weakness |
| – Brand Positioning: – Product: Attractive and unique gift catalog, many different gifts for players, limited gifts in the world – Price: The price to play is much cheaper than other competitors, twice as cheap. – Place: 14 Shopping centers across major cities and provinces in the Southern region |
– Brand Communication: No outstanding communication activities other than participation in the fair. |
| Opportunity | Threat |
Strategy
