Hoang Hieu DJ is a Vietnamese expatriate in the US with an endless passion for music, he founded Music Melody 10 years ago, the predecessor of the current Hoang Hieu company. With the ability to access the world’s leading music technology and equipment, HoangHieu DJ is the exclusive distributor of DJ equipment, making music of the world’s leading music names including and not limited to the brands: Denon DJ, Numark, Akai Professional, Marantz Professional, Rane and Evermix…
Introduction
✪ Project: New Brand Development Strategy
✪ Brand: Audio Asia
✪ Field: Commerce, Monitor speakers
✪ Implementation time: 6 months
Background
Recognizing market trends and the goal of strongly developing the Monitor Speaker line, Hoang Hieu DJ wants to have his own development direction focusing on this area.
Specifically, the audio equipment market in Vietnam has been witnessing strong growth in recent years. This trend is driven by the increasing demand for entertainment from consumers, the development of technology, and the rise of the middle class.
Market segmentation
+ Home audio equipment: Includes products such as speakers, amplifiers, home theater sound systems.
+ Professional audio equipment: Includes products for stage, studio, conference.
+ Portable audio devices: Including headphones, Bluetooth speakers.
Consumer trends
+ Wireless technology: Wireless audio products such as Bluetooth speakers and true wireless headphones are increasingly popular.
+ High sound quality: Consumers are willing to pay more for products with superior sound quality.
+ Modern and convenient design: Products with beautiful, convenient and easy-to-use designs are popular.
Target
Marketing Objectives
– Increase the level of interaction between customers and brands
– Encourage purchases and store visits
Communication Objectives
– Change perception and understand the value of the brand
– Reach 1,000,000 people on Digital platforms
– 200% growth on Social channels
Brand Analysis
Source of Growth
| Producer | Recording studio | Music enthusiast | |
| Age | 20 – 30 years old | ||
| Gender | Nam | Nam | |
| Area | Big cities (Hanoi, Ho Chi Minh City, Da Nang, Hai Phong) | ||
| Occupation/Characteristics | Musician, DJ, underground music scene | – Includes professional and semi-professional recording studios.
– Personal studio, large studio – Need to invest in a variety of equipment, not just monitor speakers. |
Diverse, including office workers, engineers, students, businessmen, etc. |
| Income range | Medium high – High | Medium high – high, affordable for personal taste | |
| Consumer insight | Producers are passionate about music and are always looking for the best quality support tools. They want to experience new products with new technology to improve the quality of music products. This customer base is often influenced by the opinions of peers and industry experts. |
Recording studios need to maintain their reputation and quality to attract and retain customers. They want products that provide value for money and receive good service from the supplier from installation to warranty. | Willing to invest time and money for the best music listening experience and constantly upgrade equipment to enjoy the best sound quality. Prefer to use famous brands and like to share personal experiences. Often influenced by the reviews of KOLs, their idols in the music industry. |
| Behavior | – Research thoroughly: Do a lot of research before buying, including reading reviews, watching product review videos, and consulting the music community.
– Real experience: Prefer to experience the product directly at the store before deciding to buy. – Brand selection: Tend to be loyal to brands that they trust and have a reputation in the audio industry. |
– Equipment investment planning: detailed planning for equipment investment, carefully considering budget and long-term benefits.
– Seek advice: They often seek advice from experts and suppliers before making a purchase decision. – Bulk buying: When purchasing equipment, recording studios often buy in bulk and ask for special quotes and deals. – Prioritize trusted brands: often choose reputable brands with a reputation for durability and quality. |
– Search for detailed information: they search for a lot of information before making a purchase, including detailed reviews, product comparisons, and opinions from the community.
– Product experience: They like to test products directly at stores or music events before deciding to buy. – Online shopping: They often buy online from reputable websites, especially when there are promotions or discounts. – Prefer reputable brands: choose high-end brands that have been recognized for their sound quality. |
| Where to find this customer | – Forums, music community
– Music events and seminars – Schools and music training facilities – Youtube |
– Exhibitions, music events
– Social networks: recording studio groups, equipment buying and selling, |
– Music community groups
– Youtube |
SWOT
| S | W |
| – Over 10 years of experience in distributing DJ equipment and music production from major brands around the world
– Exclusive distribution of EVE speakers, quality products – High reliability when having network with DJs and musicians |
– For EVE monitor speakers, there are no sales promotion activities yet
– Unsuitable product category => EVE monitor speakers have difficulty competing with other monitor speakers of other brands that HH is distributing |
| O | T |
| – With the strong growth of the music, podcasting, and digital content industries in Vietnam, the demand for studio monitors is expected to continue to increase
– The DIY music production movement is becoming more and more popular, creating a large potential market for the popular and mid-range monitor speaker segment |
– The emergence of many brands with products with similar features makes competition fierce.
– Consumers need to be educated about the importance of using quality monitors in music production. |
Determine Positioning Strategy
– Identify the main oroduct: The world’s highest quality monitor speakers
– Brand Positioning: No. 1 reputable authentic monitor speaker center in Vietnam
– Brand Attributes:
- Reputation
- High-class
- Expert
– Brand Mission:
“Bringing the ultimate sound experience, elevating Vietnamese music art to the international arena”
=> Determine the Goal of becoming the leading center for selling monitor speakers, distributing all prestigious speaker brands in the world.
Building Brand Identity
=> Identify Required Elements:
- No Product name or name associated with the Product
- Bring vision, expectation
- Easy to read, easy to hear, easy to recognize
Brand Name: Audio Asia
– “Audio” is a specialized term, referring to sound – the core element that the brand aims for. This helps customers immediately associate with the brand’s main field of operation: providing products and services related to sound. The word “Audio” also affirms the brand’s professionalism and commitment to sound quality. It shows that the brand not only provides products but is also a place where consumers can find high-quality sound solutions, meeting the needs of both ordinary and professional users.
– “Asia” represents the brand’s connection and scope of operations in the Asian region. It evokes the wide influence and the goal of conquering the market in this region, where the demand for audio technology is growing strongly.
Slogan: Art of Sound
Brand Story:
“Art of Sound” is not only a sacred value but also the operating principle of Audio Asia. We are committed to bringing customers the best sound experiences, helping them discover and enjoy every note with the highest precision and quality.
Audio Asia is dedicated and professional in delivering perfect sound. We constantly research, improve and apply the most advanced technologies to ensure that each product and each audio solution we provide reaches the pinnacle of audio art. Our mission is to inspire and bring joy and satisfaction to customers through music.”
Brand Color: Black, Pink + Neon Green
Brand Communication Strategy
Campaign 1: The Launch of Audio Asia Brand
– Target:
- Introducing Audio Asia brand to the professional audio market in Vietnam
- Create a strong first impression of your brand, emphasizing product quality and professionalism.
– Key Message: “Audio Asia – The essence of professional sound, bringing the ultimate sound experience to experts.”
– Content Strategy:
- Content Hub: Build a dedicated website for professional audio solutions, product introductions, and expert articles
- Product Launch Content: Product launch videos, detailed blog posts about outstanding features and technologies
- Influencer Collaboration: Collaborate with audio experts, famous music producers to test and review products
- Case Study: Share projects implemented with Audio Asia products, especially projects at large music studios and events
– Media Channel:
- Website: Is the main platform to provide detailed information about the brand and products. Implement Overall SEO for Website and Products
- Social Media: Facebook, Instagram, LinkedIn, YouTube – focus on introducing the brand and key products
- Event Launch: Organize brand launch events in major cities, combined with product demos
Campaign 2: Increase Audio Asia’s Brand Awareness
– Target:
- Strengthen Audio Asia brand recognition in the professional audio and DJ community
- Positioning Audio Asia as the exclusive distributor of high quality and advanced genuine monitor speakers in Vietnam
- Build a reputable and professional brand image in the eyes of customers.
– Big Idea: “Art of Sound”
– Key Message: “Audio Asia – The leading audio partner of experts, where breakthrough technologies and superior audio experiences converge.”
– Content Strategy:
- Educational Content: Provides in-depth information on audio technology, how-to articles and videos
- User-generated Content: Encourage customers to share their experiences with Audio Asia products, post on social media
- Testimonials & Reviews: Publish reviews from industry experts and customers who have used the product.
Campaign 3: Maintain & Develop Audio Asia Brand
– Target:
- Maintaining Audio Asia’s presence in the professional audio industry, constantly innovating to maintain its position
- Develop new markets, expand product portfolio and customer base
- Increase current customer loyalty, driving long-term sales.
– Big Idea: “Art of Sound”
– Key Message: “Audio Asia – Constantly improving to bring the best professional audio experience, accompanying and developing with you”
– Content Strategy:
- Innovation Announcements: Continuously introduce new products, technological innovations and advanced audio solutions
- Customer Loyalty Program: Build a customer loyalty program, providing special offers for loyal customers
- Case Studies Expansion: Update and share more success stories from customers using Audio Asia products.
Campaign results
Running
