Young Marketers Elite 3 Graduation Presentation - Bottom Up

Download Young Marketers Elite 3 Graduation Presentation - Bottom Up

Post on 08-Jan-2017

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  • CASE REVIEW

    OBJECTIVES

    Re-positioning MOMO e-wallet

    Build product & marketing strategy for MOMO in 3 years with new positioning

    Build first marketing campaign to re-launch MOMO.

    10,000,000 consumers awareness

    300,000 new active users

    No.1 e-wallet in Vietnam

    3,000,000 active users

    3 YEARS AFTER

    RE-LAUNCHING

    LAUNCHING

    CAMPAIGN

  • AND WE WANT TO

    MAKE IT HAPPENS

    HERE IN VIETNAM

    E-wallet will replace traditional wallet

    In the near future

  • WHY WE ARE SO SURE ABOUT IT?

    Euromonitor report in 2015 | Moore Corporation KPBC Internet Trends 2015 | Nielsen Research Vietnam

    1.1 bil USD

    0.71% per

    year

    SIZE GROWTH

    58% Digital natives

    145% Mobile penetration

  • E-WALLET WITH SUPERIOR FEATURES

    1. Manage all cash-in and out

    3. Peer to peer transfer

    2. Retail pay

    4. Mobile topup

    5. Bill payment

    6. Online shopping

    But the most

    important one

    REAL TIME DATA

  • REAL TIME DATA

    Real time insight

    Real time actions

    No longer demo graph

    Now taste graph

    Enable us to interact with

    consumers in an very

    personal way

    LOCATION

    GRAPH

    We know

    where they

    are

    INTEREST

    GRAPH

    We know

    what they

    buy

    AUDIENCE

    GRAPH

    We know

    who they are

    INTENT

    GRAPH

    We know

    what they

    like

  • MoMo smart wallet that gives recommendation

    for your daily payment habit

    OPTIMIZE DAILY PAYMENT

    PRODUCT CONCEPT

  • MILLENIALS

    Age 21-29, Urban, sec BC+

    Personality:

    Young and always in the know

    Carefree, dare to take risk

    Behavior:

    Mostly pay with cash, owning at least 1 credit/debit card but use it mostly for withdrawing money.

    Spend money mostly on Food & Drink, Shopping..

    WHY WE CHOOSE THEM?

    Accounting for 35% Vietnam population

    2.5 times more likely to be early adopters of technology.

    KPCB report

    TARGET CONSUMERS

  • CONSUMER TRUTH

    They crave more experiences

    82% attended in a variety of live experiences in the past year.

    72% would like to increase their spending on experiences rather than physical things in the next year.

    But their daily life is monotonous

    CATEGORY TRUTH

    Smart wallet that optimizes your daily payment.

    INSIGHT

    Because experience is the greatest treasure of youth, I always want to have more new experiences every day. But new experience often costly so cant always do that.

    INSIGHT

  • Age 21-29, balanced

    gender, urban, sec

    BC+, who crave more

    experiences but worry

    about cost

    New interesting

    experiences

    everyday in

    specified budget.

    Big data & analysis

    algorithm.

    E-wallet that

    understanding your

    daily payment habits

    and recommend you

    the best budget-fit

    experiences.

    Unique RTB What need

    BRAND ESSENCE

    MAXIMIZE YOUR DAILY EXPERIENCE

    To Whom

    BRAND POSITIONING

  • BRAND WHEEL

    BRAND INFRASTRUCTURE

    MAXIMIZE

    YOUR DAILY

    EXPERIENCE

    Personality Discriminator

    RTB Benefit

    Root strength

    Competitive environment

    Target

    Brand insight

    Aged 21-29, Young, carefree,

    dare to take risk. who crave more

    experiences but worry about cost

    Other e-wallet

    (Timo, MobiVi,

    Moca), raditional

    wallet

    Database

    Because experience is the greatest treasure of youth, I always

    want to have more new experiences every day. But often

    costly new experience so I do not always do that. Carefree, Fun

    Loving experience

    Live for now

    Real time data

    Big data &

    analysis

    algorithm.

    Function:

    Optimize daily

    payment

    Emotional: live the

    max experience

    BRAND KEY

  • Automatically

    payment

    Group sharing

    payment

    Customized payment

    Pre-ordering

    Price comparison

    Less payment

    Year 1 Year 2 Year 3

    Objective: attracting

    consumer to use app

    Advanced payment

    Advanced

    Recommendation

    QR code

    Coin fund

    Recommendation best deal

    (relevant, favorite & cheap)

    Objective: maintaining consumers

    PORTFOLIO

  • PRODUCT

    Data tracking and

    recommendations.

    PRICE

    Source of business

    - Data & Insight: Understanding transaction amount/time, daily

    payment habits & motivation of consumers:

    + Mobile marketing targeted by payment habits.

    + Reach out to new customers with Momo.

    - Charge fee

    PLACE

    Convienience Stores, shopping

    stores, coffee shop, medium and

    high restaurants...

    PROMOTION

    PACKAGING

    - Keep old color of

    MoMo: Purpule

    - Add 1 button:

    Coint Fun (to clarify 1st feature)

    MARKETING MIX

  • OBJECTIVE:

    - Marketing Objective: Increase penetration to 300.000 active users

    - Communication Objective: Raise awareness about MoMo as an e-wallet that optimizes your daily payment

    INSIGHT:

    I want to use my vouchers or all

    accumulated point promotion on

    time and wherever I go

    TARGET:

    - First jobbers belong to millennial, 22

    25 y.o,

    - Always seek for new experience in

    life, high tech savvy

    OBSERVATION:

    Accumulated point promotion

    often expires

    before I can use it

    FACT: -7/10 first jobber said that they feel

    its is wasteful when they cannot

    used up all their vouchers or

    membership card

    -6/10 said that I they often receive

    vouchers that are not their favorite

    RELAUNCHING CAMPAIGN

  • JUMPING COINS

    Key message: Take and exchange coins wherever you want

    Exchange coins at any stores having partnership with MoMo

    Phase 1 Phase 2

    Objective Trigger the pain when realizing

    that membership card expired

    before using

    Call to use MoMo to take

    and exchange coins

    Message Expiring voucher is a pain. Use

    MoMo now!

    Take and exchange coins

    with MoMo

    Key hook TVC, PR, Social Media In-store activation

  • THANK YOU

    10/15/2016