Young Marketers 3 - Semifinal - GAKU
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Transcript of Young Marketers 3 - Semifinal - GAKU
OUR BIG IDEA
THE GIANT CLOCK
What are we selling?
8-HOUR INVESTMENT FOR YOUR
CHILD’s LIFETIME ACCOMPLISHMENT
by GAKU from RMIT
CONTENTI. Situation
II. Brand
1. Overview
2. Differentiation
III. Objectives
IV. Market
1. Segmentation – Targeting
2. Consumer Insight
V. Big Idea
VI. Deployment Plan
VII. Budget Allocation
I. SITUATION
I. SITUATION
1. Overview Core ValueLove – Compliment – Recognition
MissionFulfillment of future generations’ potentials
ProductParent course, 8 hours, 500,000VND/familyContent:
Quiz for kidShichida methodReality practice
II. BRAND
Method Glenn Doman Montessori Kyna Shichida
Objective
Brain
development
Early age
Learn by senses
Interrelations
Encourage
independence
→Adaptability
Education
without violence
Embracing kids’
uniqueness
→appropriate
education
→ Full poten als
OriginAmerica
180 countries
Italy
100+ years
Vietnam
1+ years
Japan
35+ years
ContentLanguage
Simple maths
Language, maths,
cultures, soft-skills
Rules of appraisal
Manners
Quiz for kids
Shichida method
Reality practice
2. Differentiation
III. OBJECTIVES
Objectives Business Social
Short-term VND16bil50% Brand Awareness30% Engagement32,000 Registrations
5% decrease
Long-term VND64bil80% Brand Awareness50% Engagement128,000 Registrations
15% decrease
1. Segmentation IV. MARKET
In-depth InterviewSample size: 30 Careless
Parents7%
Parents-Know-Best
7%
Tiger Parents
13%
Nurturers26%
Instinct Parents
47%
1. Segmentation IV. MARKET
In-depth InterviewSample size: 30 Careless
Parents7%
Parents-Know-Best
7%
Tiger Parents
13%
Nurturers26%
Instinct Parents
47%
Target Market: Instinct ParentsDemographic
25 - 35, BC+Female , education 12+Family size: first child <12 years old or
currently pregnantGeographic
6 big citiesPsychology
Constantly stressed, fast pace of lifeExpectations on kids
BehavioralNo clear parental direction: natural mother hood, follow instinct
Key Drivers:LoveExpectations
Key Barriers:Time constraintConfusion
Confession of an Instinct Parent
Look for other alternatives
Violence as last resort
Stress from work
Violence again
Violence has
immediate
impact when
my kid
wouldn’t listen
INSIGHTI’m always under pressure and short of time so
I want a simple way to make my kid listen
to my lesson immediately without violence so that he will actually learn.
BRAND ROLE
Kids understanding
→ effec ve communica on
→ powerful lesson
→ full development
STRATEGY
Southern-focused
Testimonials & real stories
Partnership with schools
Timeline:
THE GIANT CLOCK8-HOUR INVESTMENT
FOR YOUR CHILD’s
LIFETIME ACCOMPLISHMENT
OUR BIG IDEA
Key message
8-hour Shichida course ensures effective
communication of your parental
lessons, instead of using violence.
VI. DEPLOYMENT PLANPHASE 1: Trigger
PHASE 2: Experience
PHASE 3: Amplification
Desired Response
I realize that violence negatively affects my
child's future
I am aware that Shichidawill help me understand my kid and effectively
communicate.
I want to enroll for Shichida class
Key hook The Giant Clock School Event Storybook
Other tactics
Viral videoPR articles
Digital Endorsers
Opinion LeadersDigital SEM
MeasurementParticipants in activation
Digital rateRegistration
Participants in school event & Sample class
Digital rateRegistration
RegistrationDigital rate
Phase 1: Trigger The Giant 8-hour Clock Models
Other tacticsViral videoPR articlesDigital
Phase 2: ExperienceSchool event: 8 Starting Points to A Great Future
Other tactics: Opinion LeadersDigital
Phase 3: Amplification Storybook: 8-hour Investment and The Real Stories
Other tactics: SEM
Phase 1Trigger
Phase 2Engagement
Phase 3Amplification
Scale 20 clocks,100 visitors/day
70 events300 attendees/
event
70 schools2000
parents/school
ReachKey hook 120,000 21,000 140,000
Other tactics 400,000 80,000 60,000Total 500,000 100,000 200,000
Registration 10,000 15,000 7,000Convert
Rate 1/50 1/7 1/30
VII. BUDGET ALLOCATIONTOOLS COST (USD)
PHASE 1The giant clocks 30,000Leaflets 3,000Viral video 10,000PR articles 7,000Digital 30,000Celebrities endorsement 6,000
Sub Total 86,000PHASE 2
Opinion leaders 2,000Events 140,000Digital 5,000Sub Total 147,000
PHASE 3SEM 5,000Storybook 10,000Sub Total 15,000Total 248,000
THE GIANT CLOCK8-HOUR INVESTMENT
FOR YOUR CHILD’s
LIFETIME ACCOMPLISHMENT
by GAKU from RMIT
Thank you for listening!