young marketers 3 - semifinal - flaw-some

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About Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai. Mission Young Marketers - Empower the next marketing generations Description Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam. Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.

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Page 1: Young Marketers 3 - Semifinal - Flaw-some

FLAW-SOME

Page 2: Young Marketers 3 - Semifinal - Flaw-some

Content

Context Overview about Shichida

Objective Segmentation

Consumer truth Brand Role

Customer Insight Approaching

Big idea Deployment plan

KPI Cost  

Page 3: Young Marketers 3 - Semifinal - Flaw-some

LEARNING CHILDREN BEFORE

EDUCATING CHILDREN

Page 4: Young Marketers 3 - Semifinal - Flaw-some

73,9%  punished with violence

475 suicided 114 died each year

CONTEXT  

Page 5: Young Marketers 3 - Semifinal - Flaw-some

1978, established by Makoto Shichida 500 institutes over 25 nations

Basis: positively stimulate development of the brain

23/11/2013, entered into Vietnam

OVERVIEW ABOUT SHICHIDA

Page 6: Young Marketers 3 - Semifinal - Flaw-some

OBJECTIVES

In 3 months, rate of abused children drops from 73,8% to

68,8% Parents change educating

methods

In three months, achieve 16 billion

50% parents knows about the brand

30% parents asks about the courses

7-10% parents signs in the courses

OBJECTIVES

Page 7: Young Marketers 3 - Semifinal - Flaw-some

The  first  course  for  parents  Guideline:  every  child  deserves  to  be  educated  suitable  with  their  ability  No  overusing  violence  Content:  tesDng,  overview  and  pracDce    

“KHÓA HỌC KHÔNG NƯỚC MẮT”

Page 8: Young Marketers 3 - Semifinal - Flaw-some

3-­‐12  tuổi  

BC+  6  tỉnh  thành  phố  

SEGMENTATION

Page 9: Young Marketers 3 - Semifinal - Flaw-some

TradiDonal  

Modern  

Income  

51,3%  13,1%  

4,5%   13,5%  

CommunicaDon  target  profiling:  

-­‐  Mom  and  Dad  -­‐  -­‐Age:  30-­‐40  -­‐  Income:  B  -­‐  6  major  ciDes  -­‐  Behavior:  Use  both  

tradiDonal  and  modern  methods  

-­‐  AVtude:  want  non-­‐violence  educaDng  environment  

-­‐  Using  internet,  social  network  

 

SEGMENTATION

transiDon  

tradiDonal  

Page 10: Young Marketers 3 - Semifinal - Flaw-some

84,1 84,6 78,1 78,7

Studying   Physiological   Health   ProtecDng  from  being  abused  

Aspects parents are concerned about

58,3% children is punished when they make mistakes  

DATA

Page 11: Young Marketers 3 - Semifinal - Flaw-some

ExpectaDon  

Mistake   Same  mistake   Same  mistake  

Educate   Educate    (less  paDent,  disappointed)  

Helpless,  disappointed  

Use  violence  

CONSUMER TRUTH

Page 12: Young Marketers 3 - Semifinal - Flaw-some

Same  mistake  

Not  differenDate  between  right  and  wrong  yet  (although  they  have  been  taught  before)  

Desire  to  explore  the  world  

Parents  need  to  be  paDent  to  guide  and  lead  their  children  

precisely  

Parents  need  to  understand  children,  change  their  minds,  behavior  to  educate  children  

effecDvely    

Why  

Why  

Why  is  that  important?  

Why  is  that  important?  

Page 13: Young Marketers 3 - Semifinal - Flaw-some

Glenn  Doman  senses  and  neurological  development  

Froebel  Playing  is  the  highest  expression  

Montessori  A  carefully  prepared  environment  

FuncDonal  benefit:  Children  developing  in  a  non-­‐violence  educaDng  environment  

 EmoDonal  benefit:  Parents  feel  relived  

 

Understanding  and  mental  method  

Skills  and  framework  

BRAND ROLE

Page 14: Young Marketers 3 - Semifinal - Flaw-some

CUSTOMER INSIGHT

” Parents always put

anticipations on their children but they couldn’t

understand them well. This results in losing

hope and temper when kids do something

wrong. Therefore, they need a non-violence educating method to

educate their children themselves to meet the

expectations.  

Page 15: Young Marketers 3 - Semifinal - Flaw-some

DRIVER Using non-violence

educating method to assure their children

will meet the expectations

BARRIER Lacking awareness of

the importance of understanding in

educating children

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APPROACHING

 AWARENESS EXPERIENCE AMPLIFY

 Parents need to understand

children before educating them

Trial course to experience how method works

Attract other people

Page 17: Young Marketers 3 - Semifinal - Flaw-some

LEARNING CHILDREN BEFORE

EDUCATING CHILDREN

“Only by understanding and learning from your children

can you educate them”  

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Only Shichida offer the benefit

Attract other parents

Viral clip Trial Course Photos and stories shared on Fanpage

Hotline, fan page, website,

influencers, PR Articles, manual

Standees, banners, leaflets, forum, banner ads, fan page, website

Influencers, PR Articles, website

“Have you ever thought that you didn’t understand deeply, truly your

children?”

“Only Shichida own this value”

“We changed. How about you?”

PHASING  

OBJECTIVE  

KEY  MESSAGE  

KEY  HOOK  

TACTICS  

Trigger 01/03-22/03/2015

Experience 23/03-10/05/2015

Amplify 11/05-31/05/2015

Parents realize that they need to

understand to teach their children

DEPLOYMENT PLAN

Page 19: Young Marketers 3 - Semifinal - Flaw-some

VIRAL CLIP

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TRIAL COURSE

Timeline 4 courses in Ho Chi Minh, Ha Noi

2 courses in Da Nang 1 course in Hue, Hai Phong, Can Tho

Content General test

Overview about the course Some advices from experts

Grouping

Discounts

Experts from Shichida

Page 21: Young Marketers 3 - Semifinal - Flaw-some

Amplify Photos and stories shared on Facebook, Website

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OBJECTIVES KPI

In 3 months, rate of abused children drops from 73,8% to

68,8% Parents change educating

methods

Market research company

In three months, achieve 16 billion Sales

50% parents knows about the brand

30% parents asks about the courses

7-10% parents signs in the courses

Number of articles velocity of spread

Viewers, subscribers Number of activities, courses

Number of participants

Page 23: Young Marketers 3 - Semifinal - Flaw-some

Trigger  1,5  BILLION  

Experience  3  BILLION  

Amplify  0,5  BILLION  PHASING  

KEY  HOOK  

TACTICS  

Viral  clip:  800  million  

Trial  Course:  2  billion  

Photos  and  stories  shared  on  Fanpage:  

300  million  

Manual:  200  million  Hotline:  100  million  Fan  page,  website,  influencers,  PR  

ArDcles:  400  million  

Standees,  banners,  leaflets:  500  million  Forum,  banner  ads,  fan  page,  website:  

500  million  

Influencers,  PR  ArDcles,  website:  

200  million  

Page 24: Young Marketers 3 - Semifinal - Flaw-some

THANK YOU FOR LISTENING