Reveal your Heart [Yamaha Motors Vietnam]
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Transcript of Reveal your Heart [Yamaha Motors Vietnam]
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MARCOM PROPOSAL
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AGENDA
1. INTRODUCTION
2. LEADERSHIP
3. CAMPAIGN
4. ACTIVITIES
5. CONCLUSION
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1. INTRODUCTION
FOCUS
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IF YOU ARE SELLING TO EVERYONE,
YOU ARE SELLING TO NO ONE
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• Bikes play a vital role in Vietnam economy
e.g. Used for deliveries, taxi services (xe ôm), etc.
• “Brand loyalty” is based on old habits
i.e. Honda was the first one to introduce motorcycles into Vietnam
• Vietnamese people learn to ride at a young age
i.e. Teenagers are often seen riding electric bikes (no license required)
• Travelling is a popular activity across all generations
i.e. In-land tourists can be found day & night on the roads
• Government works on reducing the number motorcycles in circulation
i.e. Traffic congestion has important consequences for peoples’ health
CONSUMER
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MARKET
• Vietnam is the fourth biggest motorbike market in the world
• Market divided between Honda, Piaggio, Suzuki, SYM, Yamaha, Kawasaki,
Ducati.
i.e. Honda takes the lead with over 60% market share – Yamaha: 19 %
• Bike sales in 2015 increased for the first time in four years
• Yamaha is the favored brand in Da Nang
i.e. 47% owners among bike riders
• Preferred retail price: between 1 – 2K USD
i.e. 100 – 125cc models are the most popular bikes
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INSIGHT
• Half of the population is under 30 years old
• More and more young people study abroad
i.e. Courses are usually given in English
• Vietnamese are sentimental people
i.e. “Love” is an all-time favorite theme in popular media
• Messaging is the top activity among mobile users
i.e. Zalo and Instagram are the most popular social platforms after Facebook
• Word-of-mouth (WOM) influence sales greatly
i.e. Entourage’s recommendations
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2. LEADERSHIP
DRIVE
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PEOPLE ARE LEAD BY EXAMPLE
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WILLIAM DO
• Highly Resourceful
• Charismatic and Charming
• Imaginative & Creative
• Quick-witted & Clever
• Rational & Logical
• Stress Resistant
• Upbeat and Able to spread
enthusiasm
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AT WORK
• Asking for help
Rather than being stuck, receiving help is an opportunity to learn
• Acknowledging mistakes
When a mistake is understood, it will not be repeated
• Encouraging collaboration + Allowing independent work
An environment wherein everyone can speak freely
• Learning is a two-way street
Leaders do not know it all and might learn from their subordinates
• Relationships are built on trust
Trust brings Loyalty
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FOLLOW ME
• Guidance
I would not send my people alone to go where I have never been
• Purpose
I would not ask my team to do something I would not do myself
• Greatness
I am only as good as my team
• Togetherness
To learn and to grow, always
• Responsibility
Accountability
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3. CAMPAIGN
SHARE
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PEOPLE ONLY COMPLAIN
IF THEY DON'T LIKE YOU
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INSPIRATION
“Unsung Hero” (2014)
“Thai Life Insurance commercial series”
by Ogilvy & Mather Bangkok
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TAKEAWAYS
• “Unsung Hero” has over 28,000,000 views from 232 countries
• Human connection between the company and customers
• Inspire people to care and do good
• Emotional Branding – Video features real people, not actors
• Clear message – The “Value of Life”
NO ONE CARES about your Marcom objectives
but EVERYBODY LOVES A GOOD STORY!
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PLAN
OBJECTIVE
Reinforcing Yamaha positive
image in consumers’ mind
STRATEGY
Connect emotionally with
consumers through on/offline
activities
IMPACT
Provide value and emotional
experiences that surpass
customers’ expectations
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TAGLINE
R E V E A LY O U R
H E A R T
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LOGO
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DELIVERY
• Scent
Tagline inspired by current Yamaha slogan “Revs your heart”
• Mark
Do good, Feel good
• Vision
Yamaha seen as “special”
• Echo
Positive word-of-mouth
• Voice
“Kindness is a language that the deaf can hear and the blind can see” - Twain
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4. ACTIVITIES
GIVE
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DON’T TELL THEM, SHOW THEM
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LOVE SHOW
Video marketing
• Acruzo promotional video (2015) was a brilliant idea
• Inspire the audience with stories
• Produce video series to create demand
• Product placement
• Full-length movie opportunitye.g. Partner with TV channel
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LOVE WINDOW
Website
• Be bold – Bigger logo & font
• Get personal with messages
i.e. Call-to-action headlines
• Humanize the welcome page
e.g. Show employees’ faces
• Link content to local news
e.g. Vietnam first’s gold medal
• Make videos obvious to click
on
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LOVE STORY
Social Media
• Communicate as peer-to-peer
• Be a Mom: Advice
e.g. Riding safely in the rain
• Show you personality
e.g. backstage footages
• Engage with your fans
e.g. Mini-games with rewards
• Encourage user-generated
content
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LOVE TAG
Roadshow
• Help fans to confess their love
in public
• Free service for online fans
• Reinforce Brand Equity
• Available in big cities
e.g. Da Nang, Hanoi, HCMC
• Partner with taxi services
e.g. Grab
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LOVE SCENE
Movie stars
• Recreate scenes from popular
videos series in public (POS)
• Invite walkers to pose for a
picture
• Emotionally bond with
consumers
• Social media shareable
experience
• Increase brand visibility
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LOVE TEXT
Smileys
• Free branded emoticons
• Push brand engagement on
Messaging apps
e.g. Zalo
• Talk to the younger
consumers in their language
e.g. Targeted ad campaigns
• “Free” advertising
• Collect digital data
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LOVE HUG
Try and Buy
• Superior buying experience
i.e. “Get a ride with a hot host”
• Surprise customers with a
celebrity appearance
• Content buzz for Social Media
• Boost positive word-of-mouth
• Scalable marketing tactic
i.e. Halloween spooky ride
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LOVE RIDE
Xe ôm
• Free taxi service
• Target people in neede.g. Elders going grocery shopping
• Strategic time allocatione.g. Hottest hours of the day
• UPgivingi.e. Distribute free masks
• Increase Brand visibility
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SPECIAL MENTION
EMBRACE THE PHENOMENA BEFORE YOU COMPETITORS DO!
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POKE LOVE
PokeTips
• Use lures to attract both pokemons and players
• Promote your local dealer (pokestop) on Social Media
• Connect with new younger customers
• Opportunity for mobile marketing
• Take your business on the roade.g. Organize Poke hunt trips
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5. CONCLUSION
CARE
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PEOPLE CARE ABOUT PEOPLE
NOT BRANDS
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REMEMBER
• Sales happen after sales
Good after-sales is essential to WOM Marketing
• Mobile is the glue between online and offline
Concentrate efforts where the customers already are – Collaborate
• People attach more value to things that are few in quantity
Not all features need to be available everywhere
• Sustainability is a business requirement
Product innovation: Create high-performance electric bikes
• Great ideas are often ahead of their time
It is all about trial-and-error (data collection)
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LAST WORDS
• Marketing is tactical (short-term)
Tactics are made to attract and activates buyers
• Branding is strategic (long-term)
It provides the company an identity, a personality; it creates loyal customers,
advocates, even evangelists, out of those buyers
• Marketing may convince a customer to buy a particular bike, but it is the
brand that will determine if he will only buy Yamahas for the rest of his life
ROI: When people are making a decision to buy a new bike,
Yamaha would be at the top of their list