CASE STUDY

TAITRA IEP PROJECT 2016

•To support the transformation of the local industries, the MOEA sought to increase the added-value of Taiwan's products and Taiwan's international competitiveness by actively supporting improvements to product quality, design, and image.

•Under the "Image Enhancement Plan," the "Taiwan Excellence Award" was established by the MOEA in 1992 as the common symbol for representing to the international audience quality products from Taiwan. "R&D," "Design," "Quality," and "Marketing" were determined as the four categories by which "Taiwan Excellence" candidates should be judged.

•Products selected by the judges for the award were allowed to use the "Taiwan Excellence Mark" for promotional purposes in Taiwan and overseas.

BACKGROUND

HIGHLIGHTED EVENT23rd – 24th Jan Taiwan Excellence Sponsorship for HCMC Run26th May Saigon AutoTech Show in HCMC14th Jul Press Conference in Hanoi15th – 17th Jul Mall Event in AEON MALL Long Bien in Hanoi30th Sep – 2nd Oct Mall Event in Crescent Mall in HCMC

OBJECTIVE• Image enhancement for emerging VN market• Reinforce the brand awareness and brand loyalty of Vietnamese consumers to Taiwanese high quality

brands and products• Brings sales to the brands in VN

HCMC Run 2016105 Nguyen Khac Vien, District 7, HCMC23rd - 24th January 2016

GENERAL INFORMATION• Date: Jan 23 - 24, 2016

• Venue: 105 Nguyen Khac Vien, District 7, HCMC

• Format: Public Event

• Duration: 2 days weekend Saturday to Sunday)

Saturday: 2 sessions (Morning, evening)

Sunday: 1 sessions (Morning)

• Guest components: Exhibition goers, walk-in guests, potential

clients

On-stage activities:

Game, Lucky Draw, Brand Presentation,

Entertainment

Off-stage activities :

Experiencing Taiwan Excellence product

Encourage visitors to take photos, like, share, check

in Taiwan Excellence’s fanpage by providing discount

coupons and vouchers.

Leaflet sent out

MAIN ACTIVITIES

Saigon Autotech Show799 Nguyen Van Linh Str., District 7, Hochiminh CityMay 26th – 29th, 2016

Time May 26th – 29th, 2016

Venue Saigon Exhibition and Convention Center - SECC799 Nguyen Van Linh Str., District 7, Hochiminh City, Vietnam

Organizers Asia Trade Fair and Business Promotion (Holdings) – ATFAYorkers Trade & Marketing Service Co., Ltd

Sponsors

• Ministry of Industry & Trade• Ministry of Transport• Ministry of Science & Technology• Ministry of Natural Resources and Environment• Vietnam Chamber of Commerce and Industry (VCCI)

Scale of Exhibition 15,000 sq.m

Visitors Over 120,000 (estimate)

Products for Display

VehiclesTransportationSupporting IndustryLubricants, Insurance & Banking services, Technology of LNG, CNG, LPG…

GENERAL INFORMATION

MAIN ACTIVITIES Press interview

Speech by TAITRA Representative &

Brands

VIP Tour to visit the exhibition

Celebrity Endorser interview and

performance

Products Show

Press ConferenceIntercontinetal Hanoi Westlake14th July 2016

Date: 14th July, 2016 (14:00 to 17:00)

Venue: Intercontinental Hanoi Westlake

Format: Launching Ceremony

Guest components: Media, TECO representatives ,

brand representatives

Guaranteed number of guest: 96 pax (Expected

number of guest: 100 pax)

GENERAL INFORMATION

MAIN ACTIVITIES Press interview

Opening performance

Speech by TAITRA Representative & Brands

Act of launch

Celebrity Endorser interview and performance

Products Show

Mall eventAEON MALL Long Bien, Hanoi15, 16, 17th July 2016

• Date: July 15-17, 2016

• Venue: East Court, 1st Floor, AEON Mall Long Bien, 27 Co Linh Road, Long

Bien Ward, Long Bien District, Hanoi

• Format: Public Event

• Duration: 3 days weekend (Friday to Sunday)

Friday: 2 session (Morning, evening)

Saturday: 3 sessions (Morning, afternoon, evening)

Sunday: 2 sessions (afternoon, evening)

• Guest components: Exhibition goers, walk-in guests, potential clients

GENERAL INFORMATION

Meetings between Taiwan Excellence representatives and brands

directly communicate and exchange ideas and feedback with the

visitors.

•Stage activities: •Entertainments

•Interactive Games & lucky draw

•Engagement: Physical meetings with celebrities and special

guests

•Brand presentation/ consultancy sessions

•Lucky draw

•Others activities•Giving out flyers and promotion videos on Taiwanese culture,

people

•Encourage visitors to take photos, like, share, check in Taiwan

Excellence’s fanpage by providing discount coupons and

vouchers.

•Organize workshop for training people how to preserve

household application, clean computer and mobile phone

•Pre-event activities: Bicycle road show

MAIN ACTIVITIES

Mall eventCrescent Mall, HCMC30th, 1st, 2nd Oct 2016

GENERAL INFORMATION • Date: Sep 30 – Oct 2nd 2016

• Venue: Hall B, Ground Floor, Crescent Mall. District 7, HCMC

• Format: Public Event

• Duration: 3 days weekend (Friday to Sunday)

Friday: 2 session (afternoon, evening)

Saturday: 3 sessions (Morning, afternoon, evening)

Sunday: 2 sessions (afternoon, evening)

• Guest components: Exhibition goers, walk-in guests, potential clients

MAIN ACTIVITIES