MARKETING
PLAN
Discussion & Summary of Content & Marketing Plan 2024
Table of contents
01
About us
02
Marketing Direction
03
TARGET CUSTOMER
PROFLIE
04
SWOT
05
MARKETING STRATEGY
06
CONTENT PLAN
01 ABOUT US
Our company
PALFINGER is an international
engineering and technology
company and the world's leading
manufacturer and supplier of
innovative crane and lifting
solutions, with ours core product
being knuckle cranes.
17 countries (asia located)
21 DISTRIBUTORS (asia located)
marketing direction
01
CORE PRODUCT ONLINE PLATFORMS
Knuckle Boom Website
Cranes Youtube
Tiktok
marketing Mars
direction 1. Spreading the influence of knuckle cranes
to the Vietnamese market.
2. Increasing Brand awareness for Palfinger.
3. Educate users about truck-mounted
knuckle crane products.
TARGET CUSTOMER PROFILE
01
TARGET CUSTOMER PROFILE
Men, aged 35 and above, holding senior positions (manager,
CEO, etc) in transportation and construction companies.
These specific companies include:
Multimodal transport companies: Companies with North-
South transport fleets.
Concrete pole manufacturing companies.
Building materials companies/agents.
Multi-modal construction companies.
Steel material manufacturing companies.
The cranes they care about has these qualities:
High performance and efficiency: Cranes that offer
powerful and durable operation.
Safety and reliability: Products that ensure absolute safety
during operation.
Ease of maintenance: Equipment that is easy to maintain
and repair to minimize downtime.
Competitive pricing: Products that are priced competitively
and reasonably.
Excellent after-sales service: High-quality technical
support and after-sales services.
Painpoints:
They need a transportation device with
higher precision for specialized and
high-value goods.
They want to elevate their company's
transport services with more premium
equipment.
They are interested in a convenient
transportation device for restricted
spaces (warehouses).
They need our products when: They need a high-end transport
When launching new projects: New solution that helps reduce working time
construction, logistics, or mining and the number of workers.
projects.
When upgrading equipment: When
businesses need to replace or
upgrade existing equipment.
When expanding business: When
companies expand their operations
and need additional support
equipment.
01 SWOT
SWOT Opportunities:
Growing Construction and Infrastructure
Projects
Potential to expand into untapped markets
with growing industrial and logistical needs -
Strengths: already have strong points in heavy lifting
Origin from Europe - Strong global cranes.
presence and reputation. Expansion of product line to include
Continuous innovation with a focus on specialized cranes for niche markets.
safety features and automation.
Customizable solutions to meet specific
customer needs. THREATS
Excellent after-sales service - Strong Fluctuations in currency exchange rates.
dealer network ensuring quick and Competition from other established brands
efficient service. and emerging local manufacturers offering
lower-cost alternatives.
Weaknesses: Long-time supply chain disruptions.
High Costs (>40%)
Limited penetration in certain
emerging markets.
MARKETING STRATEGY
01
standing on the shoulders of giants
MARKETING TIKTOK VIRAL TIKTOK BUSINESS
STRATEGY Largest Target Audiences
Entertainment Content
Smaller group of Audiences from
Tiktok Viral.
Highlight moments from Youtube
Create a viral Tiktok channel with the main viewers being consumers
& shoppers, thereby taking advantage of the interaction of this viral
channel to lead to interaction for the business channel.
Target Audiences: Male, aged from 20 above, working in transportation and construction
industries, love to watch entertainment content.
YOUTUBE WEBSITE
MARKETING
Smaller group of Audiences from
Tiktok Business.
Content Planning Monthly
Smallest group of Audiences from
Youtube -> Potential Customers.
Content Planning Monthly
STRATEGY
