Young Marketers 3 - Semifinal - PUVU
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Transcript of Young Marketers 3 - Semifinal - PUVU
team
UVUP
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Case review - Objectives
CONSUMER need – Insight
Brand role
Approaching strategy - Campaign big idea
Deployment plan
Budget
Evaluation
Agenda2014
SHICHIDA
CORE VALUE
LOVE- PRAISE- RECOGNIZEFamily violence in Vietnam is getting more and more serious
Category
dig deep inside the consumers, find out a consumer insight
which is served best by Shichida.
>>> affect the negative social situation – family violence
Product: “Lessons without tears”
Functional benefit: help parents to
adjust their way of teaching kids
more suitable and non-violent.
Context
WHY? – A lot of Vietnamese parents think that using
violence against children is NORMAL and also disregard the
following critical effects.
Early educationA modern way to approach and
develop children
Unsolved problem
Parents who have children or
play a critical role in educating
children aged from 3-12.
Living in 6 major cities (HN,
HCM, HP, DN, CT, Hue). Income
BC+
Education level:12+
Business objectives
Target AudienceWith 3 months after campaignReach the revenue of 16 billion VND
After 3 months
50% target became aware of Shichida & product;
30% get trial
1st year: 7-10% register
Social objectivesAfter 3 months
Reduce 5% child violence from 73.8% to 68,8%
Take first steps to change the perception of
educating children.
Objective
Chuyểngiao
INITIAL SEGMENTATION
“I use violence reluctantly to make
them follow my direction because idon’t have another
choice. “
“I never consider violence as a way to teach my children. In
my opinion, understandability is the key to educate a
child.”
“I hit my children because of my
feeling”
Segment size: 64,7% Segment size: 11,7% Segment size: 2,9%
Age: 25- 40Balance gender:Income: BC+Education: 12+Live in 6 big cities
Age: 25- 35Balance gender:Income: BEducation: 12+Live in 6 big cities
Age: 30-45Male dominantIncome: C+Education: 12+Live in 6 big cities
“For so many reasons, I let my
children do whatever they
want”
Segment size:
6%
Age: 25-40Female dominantIncome: BC+Education: 12+Live in 6 big cities
THE
TRANSFERRINGTHE DREAMING THE VIOLENT THE EASY
“I want my children to become the one I
expected them to be. And I use
violence to ensure that.”
Segment size:
14.7%
Segment Demographics:Age: 30- 45Balance gender: Income: C+Education: 12+Live in 6 big cities
THE HEAD
Gia trưởng
Bạo lựcDễ dãi
Mơ
ướ
c
Violence level
Direction level
Conduct a quantitative and
qualitative research on 34 samples.
Segmentation
We pick THE TRANSFERRINGas
our CORE TARGET
15%
64%
12%
3%6%
Gia trưởng
Chuyển giao
Mơ ước
Bạo lực
Dễ dãi
This group have the biggest sizePossessing a reluctant attitude towards violence but
have not found the appropriate method.
So what is this group’s insight?
And what are their drivers and barriers?
CONSUMER INSIGHT
“Lesson without tears”help parents to adjust their wayof teaching kids more suitableand non-violent.
A modern way to approachand develop children
Doing good for their children is the
instinct of every parents. However,
teaching kids is a rational training &
learning process.
CONSUMER
TRUTH
PRODUCT
TRUTHCATEGORY
TRUTH
SHICHIDA - the Instructor
give parents an insightful solution
“Bai hoc khong nuoc mat”:A modern kids-teaching method which help them to be fully developed.
reason to believe+ Vietnam Ministry of Education and Training certification
+ The world trusted brand in children education
Brand role
Point out a truth that parents are loving
their kids instinctively, but to be
fully-developed, kids need a more
effectively rational method.
Approaching strategy
CAMPAIGN BIG IDEA
KEY MESSAGE
Xin đừng thương con
theo cảm tính
Don’t love me wrong
Nguồn: Nielsen Vietnam
80,8% đối tượng có sử dụng
mobile phone
67,3% sử dụng thiết bị di động
để lên mạng mỗi ngày
???? SỬ DỤNG OTT (VIBER)
50% đối tượng có sử dụng
internet
78% sử dụng intennet
mỗi ngày
Mobile
Internet
Đặt booth tại các trung tâm văn
hóa, cung văn hóa thiếu nhi
Consumer
engagement
aged 25 – 40, living in 6
major cities, open to
communication
Communication target
CHUYỂN GIAO
Touch point
PHASINGTrigger
-MAR-
Experience
-APR-
Amplify
-MAY-
OBJECTIVETrigger their need of finding
dạy con khoa học, để giúp
con phát triển
Let them experience dạy
con khoa học của khóa
học ko nước mắt của
shichida
Nhấn mạnh sự hiệu quả mà
phương pháp khoc học-
khóa học của shichida
mang lại
KEY MESSAGEĐừng dạy con theo bảo
năng, hãy dạy con khoa học
Let’s experience dạy con
khoa học with Shichida’s
product
Let’s celebrate our great
kids
KEY HOOKVIRAL
CLIPSAMPLING JOURNEY OFFLINE EVENT
MEDIA
CHANNEL
PR
Social
Talkshow
PR
Social
Digital
Social
Consumer engagement
Deployment plan
“CHO CON ĂN HÀNH”
Length: 1 min
Content: 2 different families feed their
kids with scallion.
The screen is divided into 2 different
aspects of treating a child when they
don’t obey their parents to eat scallion
which does good for their health.
One side exaggeratedly studies books,
call grand parents for help, asking
experts’ advice. The others just slap
their kids and force them to eat while
shouting: “It’s good for your health”.
Clip ends with the tagline: “Please
don’t love me wrong”
Viral clip
Offline event
Venue: City women center
Content Sharing about positive change after applying
the course.
Consulting by Shichida experts
Consumer engagement
Venue: Culture center, kids playground, etc.
Time: Fri – Sat – Sun
Content: “Lessons without tears” free trial:
Kids philosophy testing
Consulted by Shichida experts
Take-away clip for parents’ home usage: “How to
praise/ scold kids right”
Viral
clip
Pr Social Consumer
Engagement
Talkshow Digital Total
(mil)
Phase 1
Trigger
200 500 300 1000
Phase 2:
Experience
700 300 1500 200 300 3000
Phase 3:
Amplify
300 700 1000
Budget plan
PRE-LAUNCH
Concept test
Price test
Receive
responses
concerning the
product
(course)
LAUNCHING
Product recognition and
preference with viral
collection
Check the productivity of
booths
The level of response and
acceptance of Mobile
app
POST-LAUNCH
The revenue
The number of applicant
Course recognition
The positive alternation in
customer’s behavior after the
course
The preference level and
willingness to share the
Shichida message
Evaluation
created by PUVUteam
“Don’t love me wrong”