Hay promo mix

INTERNATIONAL PROMOTIONAL MIX

International Retailing S15106886 FAS5034 Julia South 18.05.17 3280

SOCIAL MEDIA Promotional Strategy One

HAY in Vietnam would be promoted all over social media, focusing on the two platforms Instagram and Facebook, with Instagram obtaining 4.7 million users in 2016 and Facebook 31.3 million users in 2015. Instagram is the fasted growing social media platform in South East Asia which is why it will be the most used platform for HAY to promote it’s latest news and products. With one of HAY’s target consumers being of the younger population, this form of promotion appeals to them, making loyal customers. Instagram will also be a form of inspiration for the Vietnamese, encouraging them in their eagerness to build a beautiful home with western styled furniture.

haydesign

haydesign

haydesign

HEE WELLING

A DESIGNER’S ADVICE

ABOUT A KITCHEN SERIES

10,546 likes haydesign Created to be adaptable.

The Result Chair / Pyramid Collection #HAY #HAYdesign #HAYvietnam

9,238 likes haydesign HAY has entered Vietnam. Opening hours: Mon-Fri 10-22 Sat-Sun 10-23 #HAY #HAYvietnam

8,762 likes haydesign Come down to the store for HAY’s next evening of ‘A Designer’s Advice’ #HAY #HAYevenings #HAYvietnam

Fancy an evening of inspiration? Come down to our latest eveing of ‘A Designer’s advice’ and gain an experts view on our to style your kitchen.

HEE WELLING

A DESIGNER’S ADVICE

ABOUT A KITCHEN SERIES

Check out HAY’s latest collection of Mags sofas designed with maximum comfort and minimum details. Find inspiration in our latest Lookbook.

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Wondering what to equip your new office with? Take a look at HAY’s accessories collection.

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LOOKBOOKS Promotional Strategy Two

Despite digital platforms taking over the marketing role, printed lookbooks are in popular demand and are a major part of HAY’s promotion. Their catalogues promote HAY’s unique aesthetic and message in a form a consumer can keep. With the print industry still alive, Vietnamese consumers would find the lookbooks a useful source of their marketing due to the amount of inspiration they give and again due to their desire for a western lifestyle.

The lookbooks will include all the latest collections and details, creating a look that the consumer can imagine in their own homes.

VIETNAM

VIETNAM

VIETNAM

VIETNAM

MAGS SOFT 3 SEATER COMBINATION 3

PALISSADE OUTDOOR FURNITURE

BY RONAN AND ERWAN BOUROULLEC

COLLECTION/ 2017

VIETNAM

PALISSADE/ 2017

ACCESSORIES/ 2017

LIVING 2017

NEWSPAPER 2017

Perfect set up for two/

Copenhague round table CPH20 isdesigned by Ronan and Erwan Bourouelle and is availiable in severalsizes. The many design combinations availiable for the AAC22 makes itpossible to customize your own chair.

SCHOLTEN & BAIJINGS

TILT TOP TABLE/

Scholten & Baijings is the design studio of Stefan Scholten (b. 1972) and Carole Baijings (b. 1973), situated in Amsterdam, The Netherlands. Founded in 2000, they work across product, furniture, graphic and exhibition design. They have worked on a wide number of product typologies including chairs, ceramics, glassware, textiles, rugs, and tableware.

Based on a traditional type of Dutch table from the 1700s, HAY’s Tilt Top Table transcends generations by bringing this classic design right up to date.

EVENT Promotional Strategy Three

Direct interaction with consumer is on the rise in Vietnam, which is why a physical HAY store will appeal to the Vietnamese audience. However, creating an evening event will also increase this appeal and broaden the audience. These evenings will take place every few months and will consist of HAY designers visiting the store and giving advice on how to style a home with HAY products. As Vietnamese consumers are keen on developing a more western aesthetic, the scandinavian influenced designers would greatly appeal to them.

A DESIGNER’S ADVICE HEE WELLING

ABOUT A KITCHEN SERIES

A DESIGNER’S ADVICE INGA SEMPE

ABOUT A BEDROOM SERIES

A DESIGNER’S ADVICE DEPPING & JORGENSEN

ABOUT A LIVING ROOM SERIES

Come and enjoy an eveing of inpsiration bought to you by one of HAY’s biggest designers.

Come and enjoy an eveing of inpsiration bought to you by one of HAY’s biggest designers.

Come and enjoy an eveing of inpsiration bought to you by one of HAY’s biggest designers.

26th September 2017 19-22pm

5th December 2017 19-22pm

14th March 2018 19-22pm

TV ADVERT Promotional Strategy Four

With TV still being a popular source of entertainment in Vietnam, an advert for HAY would be a successful promotional strategy. HAY has produced one before alongside Ikea for their collaboration, therefore they have the experience and the financial backing for such a marketing tool. Continuing along the line of giving Vietnam a western inspired brand, the advert will supply the audience with an entertaining form of inspiration. It will also be available on Youtube for the younger, digital native consumer, with the platform having 16 million users in 2016.

LIVING 2017

REFERENCES FRONT COVER Hay.dk. (2017). New Order is a versatile shelving and storage system by HAY.. [online] Available at: http://hay.dk/ms-my/living/new-order-shelving-system [Accessed 24 Mar. 2017].

INFORMATION PAGE Hay.dk. (2017). Outdoor furniture from HAY for public and private spaces - HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/outdoor [Accessed 26 Apr. 2017].

SOCIAL MEDIA INSTAGRAM Hay.dk. (2017). Chairs – contemporary designs in quality materials from HAY - HAY. [online] Available at: http://hay.dk/ms-my/products/ furniture/seating/chairs [Accessed 14 Apr. 2017].

Hay.dk. (2017). HAY’S World – a universe of creative and contemporary design. [online] Available at: http://hay.dk/ms-my/hays-world [Accessed 14 Apr. 2017].

Hay.dk. (2017). HAY works with some of the world’s most talented designers. Meet Danish and international designers here and learn about their backgrounds and inspiration.. [online] Available at: http://hay.dk/ms-my/footer/about/designers [Accessed 28 Apr. 2017].

Hay.dk. (2017). Chairs – contemporary designs in quality materials from HAY - HAY. [online] Available at: http://hay.dk/ms-my/products/ furniture/seating/chairs [Accessed 14 Apr. 2017].

Hay.dk. (2017). Sofas in contemporary and timeless designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/seating/sofas [Accessed 26 Mar. 2017].

FACEBOOK Hay.dk. (2017). HAY works with some of the world’s most talented designers. Meet Danish and international designers here and learn about their backgrounds and inspiration.. [online] Available at: http://hay.dk/ms-my/footer/about/designers [Accessed 28 Apr. 2017].

Hay.dk. (2017). Chairs – contemporary designs in quality materials from HAY - HAY. [online] Available at: http://hay.dk/ms-my/products/ furniture/seating/chairs [Accessed 14 Apr. 2017].

Hay.dk. (2017). Sofas in contemporary and timeless designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/seating/sofas [Accessed 26 Mar. 2017].

Hay.dk. (2017). Sofas in contemporary and timeless designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/seating/sofas [Accessed 26 Mar. 2017].

Hay.dk. (2017). New - HAY. [online] Available at: http://hay.dk/ms-my/products/accessories/new [Accessed 22 Apr. 2017].

REFERENCES LOOKBOOKS Hay.dk. (2017). Tables for home, office and garden in unique designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/tables [Accessed 31 Apr. 2017].

Hay.dk. (2017). Outdoor furniture from HAY for public and private spaces - HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/outdoor [Accessed 26 Apr. 2017].

Hay.dk. (2017). New - HAY. [online] Available at: http://hay.dk/ms-my/products/accessories/new [Accessed 22 Apr. 2017].

Hay.dk. (2017). Tables for home, office and garden in unique designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/tables [Accessed 31 Apr. 2017].

Hay.dk. (2017). Sofas in contemporary and timeless designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/seating/sofas [Accessed 26 Mar. 2017].

Hay.dk. (2017). All Lighting - HAY. [online] Available at: http://hay.dk/ms-my/products/lighting/all-lighting [Accessed 30 Apr. 2017].

Hay.dk. (2017). Tables for home, office and garden in unique designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/tables [Accessed 31 Apr. 2017].

Hay.dk. (2017). HAY works with some of the world’s most talented designers. Meet Danish and international designers here and learn about their backgrounds and inspiration.. [online] Available at: http://hay.dk/ms-my/footer/about/designers [Accessed 28 Apr. 2017].

Hay.dk. (2017). Tables for home, office and garden in unique designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/tables [Accessed 31 Apr. 2017].

EVENT Hay.dk. (2017). HAY works with some of the world’s most talented designers. Meet Danish and international designers here and learn about their backgrounds and inspiration.. [online] Available at: http://hay.dk/ms-my/footer/about/designers [Accessed 28 Apr. 2017].

Hay.dk. (2017). Chairs – contemporary designs in quality materials from HAY - HAY. [online] Available at: http://hay.dk/ms-my/products/ furniture/seating/chairs [Accessed 14 Apr. 2017].

Hay.dk. (2017). Beds & Benches from HAY featuring timeless Danish design - HAY. [online] Available at: http://hay.dk/ms-my/products/ furniture/seating/beds-benches [Accessed 8 Apr. 2017].

Hay.dk. (2017). Tables for home, office and garden in unique designs from HAY. [online] Available at: http://hay.dk/ms-my/products/furniture/tables [Accessed 31 Apr. 2017].

TV ADVERT Hay.dk. (2017). New Order is a versatile shelving and storage system by HAY.. [online] Available at: http://hay.dk/ms-my/living/new-order-shelving-system [Accessed 31 Apr. 2017].