Contents

Introduction........................................................................................................................ 2

TASK 1 (LO 2.2) Brand description..................................................................................2

1.1 The Brand Promise...................................................................................................2

1.2 The core central benefit that the brand promises to deliver.......................................3

1.3 The points of differentiation, what makes the brand unique or special?....................4

1.4 The brand personality...............................................................................................4

Task 6 (LO 4.1)..................................................................................................................5

 Introduction
Bng by Catt ( Flowers by Catt ) is established in early 2016 with a simple desire is to
help customers send love message to their beloved one through flowers. Bng by Catt
starts out as a online floral boutique, after few months operating, the brand has opened
its first showroom located at 17 Ly Thuong Kiet street in Hanoi. The boutique attracts

numerous customers with its extraordinary designed flowers bouquets and boxes.

In this assessment, our team as an advertising agency to plan and produce the video
commercial for our client Bng by Catt. The following content includes description
about the brand we have choosen, reviews about creative aspects of advertising, ways to
work with agencies as well as mentioning about different promotion techniques
implemented in inergrated promotional strategy for the brand. In addition, the plan
budget and criterias to measure the commercial effectiveness is written in details in the
end of the report.
TASK 1 (LO 2.2) Brand description

1.1 The Brand Promise

Value proposition

The ordinary product line of Bng by

Catt has various values to customers. At
first, it is about the products, the brand
focusces on high quality artificial silk
flowers bouquets and flower boxes which
are subtle, classic and luxury. The silk
flowers are selected carefully by the
owner from tiny rose buds to petals in
order to have the most soft looking and
feel real flowers. Secondly, the flower
gift boxes come with topper and card to
help the customers convey messages to their beloved ones and bring the happiness and
love to them. In additional, artificial flowers last a lifetime which hold precious memories
and also deliver loving gestures that will stay and last forever.

Brand attributtes

Brand atrributtes can be considered as core values that represenstthe essence of the brand
which are a set of characteristic that identify the physical, characer and personality traits
of the brand.

Regarding brand attributtes of Bng by Catt, it is sweet,love, hapiness, luxury. ordinary

and exquisite. The boutique has brought to its customers various of choice for surprising
flower gift boxes to help them delivery love messages . Each item and type of boxes has
different color theme and different size, from tiny to big sizes and has priced differently
from a affordable tin little surprise box about 275.000 VND to big glamour box that has
price range from 750.000 to 1.200.000 VND. Each flower box is luxurious and elegant
designed with different meaning and able to customize the message inside it that will
satisfy any customers who seeking for a exquisite and special gift for their loved one.

Brand Promise
A brand promise is the statement of what the brand commits to deliver to custoners (
businessdictionary.com,n.d). Bng by catt states its brand promise as Guarantee to put
a smile on anyones face .

1.2 The core central benefits

Actual product:

- Brand: Bng by catt is becomming more and more famous and popular in the market.
In special occasion such as celebration, annivesary day, valentine or womens day, the
brand receives hundreds of order from customers.

- Product: Bouquets and boxes of

flowers are unique. The packaging paper,
boxes and ribbons is black and white
with iconic with logo of the brand.
Morover, the flower bouquets and boxes
are attached with handwritten card.
Products of Bng by Catt are always
signifcant and eye-catching with
gorgeous silk flowers and fancy boxes.
 Augmented product:

- Service: Bng by catt has professional sales service.The official fanpage on

facebook is rate 4.9 stars and recived good comments about the products and
services from customers. The
page is claimed to reply orders or
questions of customers within
few minutes. The brand accepts
custom requests to help their
customers create the ordinary gift
boxes. Moreover, Bng by catt
offers delivery services which helps customers to
send a surprise gifts to their special ones while
they are away or busy.

- Customer care: Bng by catt

takes feedback pictures from customers and post in on the official page with
compliment and appreciations to the customer which make them feel that the
brand cares about customers. Bng by catt responses to every feedback
comments or suggestions of customers to improve their services.

1.3 The points of differentiation, what makes the brand unique or special?

 Bng by catt is different to others flowers store

which defines the brand and creates significant
competitive advantages. The
thing thats make this brand different
from other flowers shop that needed
to mention is product design.
While other modern flower
shops focus on fresh or imported
flowers, Bng by catt chooses to focus
on artificial silk flowers. The silk
flowers have variety of type and
colours which empower creativity of
florist to create unique out-standing
flowers boxes from one-tone classic box such as red, white and even black flower boxes
to colorful flowers boxes.
One significant aspect of Bng by catt is the packaging of flower boxes. While
others flowers store uses colouful papers to make bouquets, Bng by catt chooses black
and white theme to design their bouquets and flower boxes. Their first product is tiny
boxes with tiny flower bouquet which is put in a gift box as a little surprise. Not only
using common retangle or square boxes, the flowers is put in special cylinder box which
really impresses customers from the first sight.
Bng by catt keeps update and diverses the product lines from modern to vintage
styles , they always come up with new design for upcomming special occasion such as
for halloween day they present a black rose mini boxes or heart-shaped flower boxes.
Bng by catt specializes the product by creating individual name for each new product.
For instance, Bng by catt introduces Anabelle box which has vibrant red colour
which contrary ti the coldness of light purple and cream that will highlights the edginess
and classic luxury image or Little pricess with pastel purple and pink flowers which
aims to create sweetness and lovelyness.
 1.4 The brand personality
Brand personality is a set of characteristics which are attributed to a brand name
to helps the company or organization shape the way people feel about its product
or service. It is important for a brand to define and disnguish itself from the rest
of the competition becausse the brand personality results in increased brand
equity and defines ifself in the marketplace (Investopedia, n.d.).

To analyze the brand personality of Bng by Catt, we will consider the tangible
and intangglie value of this brand.

Tangible:
Logo & Color

The logo of Bng by catt is simple and

classic which has the brands name and
contact information on black theme. The
simple logo is elegance and
indicates the concept of luxury flower
boutique which can impress
customer.

Font

Bng by catts logo features a

custom soft handwriting font which is bold and eye-catching.

Intangible:

Bng by Catt flower gift boxes is perfect gift, when purchasing the flowers
boxes, it can bring romantic, dream-like feelings and hapiness to the receiver.
The product can bring surprise, cheer up and make any women or girls feel like
 they are treated like a princess or a queen with a box flowers which represents
the spirit of love.

1.5 Brand Equity

o Brand Values is a financial measurement of the brand. Bng by Catt has bn build up its
brand value since the begining of the business. Accoding to the interview with the
founder of Bng by catt, the brand is priceless and invaluable, Bng by catt has potential
to develop and extend the flower boutique to be a chain. The brand is new to the market
as well as it is a private small business firm so that there is no official evaluation and
number about the brand value for Bng by Catt in present.
o Brand Loyalty is the factor which show the number of royal customers to the brand..
From the interview with Bng by Catt founder, the brands has about 460 loyal subcribers
who will repurchase and order the products for each of their speacial occasions.
o Brand Associations is about the beliefs and knowledge of consumers about when they
think about the brand. Regarding Bng by Catt, it is famous for the ordinary flower boxes
so that each time customer receives the boxes, it will remind customers about the brand.
Bng by Catt team builds up their brand associations by create an album of customers
feedback which illustrates the name of the customer and the picture of them with Bng
by Catt flower box and repost it on the official page. Bng by Catt choose Facebook and
Instagram as a tools which allows the brand to communicate to their customers as well as
increasing brand assosciations by updating new posts about products. By using that
method, images and contents in the post can influence customers on the purchase
behavior and encourage customer to return and repurchase as well as affect on customers
knowledge about the brand.
o Perceived Quality: Regarding quality of Bng by Catt prducts. The products are made by
high quality artificial silk flowers which has high standard comparing to other
competitors in the market. The silk flowers are soft and look really nature which is
different from other cheaper brand which use nylon fabrics. The box and papers that goes
with flowers are also has the best quality which is really firm and thick. These are
 significant elemetns which create the difference between Bng by catt and other
competitors.
o Brand awareness: Bng by Catt has about 16.000 followers on their offical page. The
brand is famous among youngster and wealthy adult their targeted customer who
willing to pay for luxury flower box which is demonstrated by hunreds of order that Bng
by Catt has received

Task 6 (LO 4.1) Advertising Budget

Before explaining the budget for advertising, our agency has to rely on the limited
budget with is set from the Bng by Catt. We had an agreement for the new
product commercial video is about 10 million of VND so that out advertising
activities and our commercial video will be designed based on the limited
budget.

To explain the budeget to make this commercial project, the budget will includes
the cost of research the market, team maeeting, client meeting as well as cost of
filming and editing commercial which estimated by hours that take to do the
work In the actual circumstance of Bng by Catt which is a small Vietnamese
brand so that the market rates is 40.000 VND/ hour for each team members.

1. Expenses

Activity P No. Price

e Ho VND
o urs
p
le
 Research the market 2 20 1.600.00
0
Generate ideas for the 4 4 640.000
project
( team meeting )
Create creative brief 4 2 400.000
Client meeting 2 2 200.000

Shooting and filming 4 4 640.000

Editing video 2 10 800.000
Producing report 4 20 3.200.00
0
TOTAL 7.480.00
0

 2. Overhead Cost

Content Price
( VND )
Renting filming equipment ( 2 Camera, 1 reflector ) 500.000
Studio ( Electric, lightning equipment, room) 480.0000
TOTAL 980.000

Total cost ( Expense + Overhead cost ) : 8.640.000 VND

3. Markup percentage:

To create the retail price for the commercial, markup percentage will be added
to the toal cost .In particularly, the markup percentage for Bng by Catts
commercial is set to be 12% of the total cost.

4. Media buying

The commercial will be presented on the social meadia which is the

brand official fan page so that there is no cost for media buying. In the case of
Bng by Catt, if the brand wants to promote the commercial video on the
Facebook ads or Instagram, it will cost about extra 175.000 250.000 VND per
day based on the views. As using social media for advertising, the brand can save
up a lot of money for media buyding for TV, magazine as well as commission of
media buying.