Young Marketers 3 - Semifinal - M-Attack

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About Young Marketers l mt sn chi mang tnh tri nghim & nh hng cho nhng marketer ti nng ca Vit Nam trong tng lai. Mission Young Marketers - Empower the next marketing generations Description D n Young Marketers l 1 sng kin v c thc hin bi cng ty REDDER Advertising, v c c vn bi cc tn tui hng u lnh vc marketing & advertising ti Vit Nam. Young Marketers n 2013 bao gm 2 hot ng chnh l Young Marketers Contest & Young Marketers Elite Development Program nhm mc ch nh hng, tm kim v pht trin th h marketing tip theo ca Vit Nam.

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  • 1. LMinh oVnThinQucHng

2. Content1. Context2. Brand Context3. Segmentation4. Consumer Understanding5. Consumer Insight6. Strategies7. Big Idea8. Deployment Plan9. AppendixCngnghecon niCngnicon nghe 3. TrctipLudiXhiCntrsphttrintondincacon trHquCONTEXT VitNam, bolcivitremvnlmtvnangbcheduQuannimvicsdngbolcvicon cilbnhthng73,9%tremVitNam btrngphtbngbolc25%ph n c con di 15 tui chng kin chng c hnh vi bo lc vi con cisut cuc iThctrng1 4. 2BRAND CONTEXTPhngphpgiodccaNhtBntnm1978Khai mtim nng ton din ca th h tng laing gp pht trin t nc Vit NamMiembccthcmxcring, xngngcgiodcbngcchphhpnhtdnhringchomnh, chkhngphibngbolcNgungcSmnhNimtinYuthng, khenngi, nhnnhnCtliSHICHIDA 5. 3BRAND CONTEXTGip mi b m nm btc nhng c th cm xc ringca con ci cngaranhngkvngphhpnhtvgipcon phttrintondinLtnhROLECunigiab mvcon trGip b mcimhnvicon ciyntmngh, yuthngcon htmnh, thamncmongtrthnhbmttCmtnh 6. 4BRAND CONTEXTKHC BITGIA NH(ccon 3 -12 tui)Tmhiucthcmxcring, pdngphngphpgiodcphhpnhtmkhngdngbolcGiodct2 pha, giptrphttrintondinvtrtuvnhncchTR EM(6 -12 tui)nhhnggiodcchocon trPhttrintduyvknngmmB M(tui18+) Chia sphcpvphngphpKlutkhngncmtTngcngnhnthcvbolcvgiodc 7. 5SEGMENTATIONPermissive ParentstranhngquytcnhngvnmongcontunthnghimngtThngkhoandungvitr,chcanthipkhivnnghimtrngxyraGivaitrnhmtngibncacon, khuynkhchtrschiavncamnhB m lun bn con v tin con s lm iu ng nAuthoritative parentsMuntrtuntheonhngquytc,kvngmnhra,chpnhnmtvitrnghpngoilThngdingiillvnhngquytc,htrconvmimtphttrinChrhuqurimisdnghnhphtrnenhmtckvngcaringmnh.B m s dnh mi th tt nht cho con, nhng con phi vng theo li b mUninvolved ParentsThihnghvicontrThngkhngpngynhngnhucucbncacon,chorngconstmnhlnkhnThiukinthcvnuidngvphttrintr,hocthngbchiphibinhngvnkhctrongcucsngtranhngquytcvstunthTr con th vn l tr con, chng s t hc c t nhng sai lmAuthoritarian parentsMuntrlunluntuntheonhngquytcmnhramkhngcngoilnoHimkhidingiillvnhngquytc,tonquyntranhnggiihnvkhngcngtholun.SdnghnhphtrnethayvchrnhnghuquCon phi lm nh ba m niSUPPORTCONTROL43,52%17,21%9,11%13,16%*MhnhtmlhcbmcaMaccobyand MartinPhnkhcbmdycon datrnPHNG CHMchmsccon ci: ShtrvskimsotKtqut82 khostnhtnhvnhlngthct 8. 6SEGMENTATIONTARGET AUDIENCEMarketsize: 1.100.000al6 thnhph: HNi, HChMinh, Nng, CnTh, Hu, HiPhngNhnkhuhcNam & nCcon t3 12 tuiThu nhpBC+Trnh12+HnhviDnhnhiuthigianchmscgiodccon ciQuan tm tm kimphng php nui dy tri khi vn la chn roi vt gio dc conTmlB nh hngbi quan nim c in & truyn thngC tm l kim sot, mun con theo mnhLun c gng dnh iu tt nhtcho conChnphnkhcAuthoritative parentsNlcdchchuynsang Permissive parentsNguynnhn-ThucitngkhchhngShichidahngn-Chimphnng-Vachmlo klngvacthiquenkimsotcon ci-Ddngthayinhnthccimitngmctiu 9. 7CONSUMER UNDERSTANDINGKvngHtrKimsotTmbinphpthaythLa mngnroiKhenngiNhnnhnDriverLunmuncon trnhxathihttxu, csckhe, cocvchcthcMuntrthnhngibmttBarrierScon mnhstrnnsavkhngthtxoaysctrongmitnhhungBarrierXtxakhinhnthycon auScon khnghiulngmnh, ghtmnh, xalnhmnh 10. 8CONSUMER UNDERSTANDINGChHoaChPhngAnhDngNitrNhnvinvnphngKsCon gi4 tuiCon gi6 tuiCon trai10tuiBthgyso mlibingn, khngphtchomyroithchngbaoginxongbaCnnhtuimcon ncuaivivnhvichngbn, khngcngrnthsaunydsinhhVtinhlcnocngthynchiInt, nhnbtham chimtptrunghchnh 11. 10CONSUMER UNDERSTANDINGMctiugiodckhngchdngli vicdykinthctrthnhthinti, mcnldytrcichn-thin-mcmnhncipcihaytrongtngngysng.Vicsdngccphngphpgiodctiuccnhnroi, la mngchngtvicbmcmthybtlctrongvichngcon cinnhngkvongcamnhVicmongmuniuttnhtchoconvtnhkhin cha m aranhng k vng qu cao so vi mc thc hin ca conNgilnthngbttrcon hysinhvnhnggitrmhcholng, buccon ngnhtviminginhngliqunrngbnthnmiatrlmtcthringbitMiembcmtcthcmxcring, vxngngcgiodcbngcchphhpnhtdnhringchomnh, chkhngphibngbolcNuidngcon bngtnhyu, skhenngivnhnnhnngn, trongcon scsttin btutasngCategory truthConsumer truthBrand truth 12. 10CONSUMER INSIGHTINSIGHTB m lun mun con nn ngi nh mnh mong mun, nhng v k vng ca b m thng mt chiu v cha tng ng vi con, nn d b m lun dnh iu tt nht cho con, ht mc yu thng, phng php y li thng khng c tc dng; la mng n roi li cng tr nn hiu qu t c nhng k vng y 13. 1 1STRATEGIESAPPROACHINGSkvngN PHNGCU NI giabmvcon trKhiginhngcimtmsinhlvnguynvngrtkhcbit trKtni, hngdnbmkhmphvthuhiuthgiicaconnghnhxydngnhngkvngchunggiabmvcon ciInsightBrand roleApproaching 14. 1 2STRATEGIESMEDIAtboothticctrngmugiovtiuhcln, cckhuvuichithiunhiActivationThngxuyncvtmkimthngtin nuidycon. Tchcchotngtrncccngngtrctuynlmcha mInternet 15. 1 3BIG IDEACngnghecon niCngnicon ngheBmlunmongmuniuttnhtchocon nhngvtnhliaranhng k vng ringmnhqu cao so vi mc thc hin ca con, tkhilngnghenhngtmttnhcmcacon. Bngvickhuynkhchbmtinhthncnglngnghe, dndncon sbytcim, bmtmthytingnikvngchungcacon cicon dnphttrinsttin vbtutasng-Bmthuhiuvtrntrngnhngsuynghcaconcivcngconxydngnhngkvngchung-Tmc,tintngvlachnphngphpgiodccaShichidaConceptDesired response 16. 1 4BIG IDEAMctiuMtCchthcolngDoanhthut16 tng32,000 hcvinDoanhs50% itngmctiunhnbitvthnghiu550,000 gianhCngty nghincuthtrng30% tmhiuvkhahc330,000 gianhSngitruycpwebsite, giin& tvntrctipTltrembixbolcgim5%ThayinhnthcgiodctremTchcthngkxhiCngty nghincuthtrng*Quymkhchhngmctiu:1,100,000hgianhOBJECTIVE 17. 1 5DEPLOYMENT PLANPhase 1Phase 2ThigianThngipMctiuPhase 3Thng3Thng4Thng5iucon chaniCngnghecon niCngnicon ngheKhigistm, ngcnhinvskhcbitxagiakvngbmvsuynghcacon ciTochitringhimthctbmthcshiucon cngShichidaBmcngcon cixydngnhngkvngchungtrongqutrnhcon lnlnBrand roleNgikhigiNgiktniNginghnhKey hookCreative billboardsActivation & MicrositeTincon vbamCucthiCngnicon ngheSupporting tacticsPhtthanhtan hcMerchandisePRSocial mediaWeb bannerPRInfluencers, Web banner, Social media, PR & SEM 18. 1 6DEPLOYMENT PLANPHASE 1tnhngfigure cngithtmtnhngtnhhunggiaotipinhnhcacha mvcon cithhinnhngsuynghrtkhc catrcon. Creative Figureaim: Ngoicngcctrngmugio, tiuhc.Mmuncon trthnhmtnhcstiba nhngcon muntrthnhcuthbngBmkhngmuncon lmbnnhhngnsckheCon munvuichithathchkhmphthgiiMttrcMtsau 19. 1 7DEPLOYMENT PLANPHASE 1Hptcvicctrngtloatrccngphtthanhchngtrnhradio trchuyncngchuyngiatrongthigianphhuynhchnconHptcvitrnghcgiquchoccbmthngqua ccemnhndpngy8/3 vithitktngtcreative figurePhtthanhMerchandiseCon munMmun 20. 1 8DEPLOYMENT PLANPHASE 2Ccbooth tngtcvicchotngtrcnghimtnhcchcacon, vuichinhnhnggiabmbcngquvbrochure tShichida.aim: cctrngmugio, tiuhcvkhuvuichithiunhiTomicrosite trntrangweb Schichidavilotnidung Tincon vbam gipthngdch nhnggiaotipthngthngcacon thnhnhngnguynvng, tmtgincha m.Lngghpyutchngtrnh, kinthcchuyngiavkhnggiantngtcActivationMicrosite 21. CNG NI CON NGHEKhuynkhchthuthp, chia snhngmuchuyncha mthnhcng trongvichptcvicon ciaranhngquytc, kvng, tcon phttrinttin vtondin.Hnhthcadng: bivit, hnhnh,1 9DEPLOYMENT PLANPHASE 3Cucthi 22. HngmctipcnTmhiuChi ph(triu)Creative billboard1,750,00035,000600Phtthanhtan hc500,00010,000200Merchandise500,00010,000200PR450,00045,000600Activation300,00060,000900Microsite175,00035,000400Socialmedia150,000 fans30,000400Cucthi& giithng300,00060,000900Influencers75,00015,000200Webbanner750,00015,000200SEM30,00015,00020020APPENDIXBUDGET 23. ThnhphMmnonTiuhcTngMctiuchindch(4%)TP.HCM768480124850HNi891703159464HiPhng16423840216Hu5138894Nng54901446CnTh(Q. NinhKiu)3323562Tngcng3533142Thngkstrngmugiovtiuhcti6 thnhphmctiuNgun: Website SGioDcccthnhph21APPENDIXSTATISTICS