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Group 5P  Round 1 Marketing Challenger The Handwrting Campaign pdf

Group 5P Round 1 Marketing Challenger The Handwrting Campaign pdf



Group 5P Round 1 Marketing Challenger The Handwrting Campaign

Group 5P Round 1 Marketing Challenger The Handwrting Campaign



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    Group 5P  Round 1 Marketing Challenger The Handwrting Campaign pdf Group 5P Round 1 Marketing Challenger The Handwrting Campaign pdf Presentation Transcript

    • The Market Background THE MARKET BACKGROUND BACKGROUND People, especially teenagers living under various impacts of the modern world, might have forgotten the true feeling of receiving a handwritten letter on their special days. Now with the development of Internet and many social networks, we are getting used to the fact that a congratulation or a happy birthday wish could be sent online with requiring people to meet face-to-face. While this is convenient for people living far apart each other, it has also lessen the meaning and feeling behind those typed words. On the occasion of the approaching Teacher’s Day, many people are wondering what to give their teacher to show their gratitude and appreciation. ABOUT TIKI: A famous e-commerce Brand Honest - Save - Trust
    • The Market Background THE MARKET BACKGROUND Market survey : The result: Online survey was sent to 150 people Depth – interview :50 people Other ideas are searched on website forums. 62,4% said that they would give presents for teachers on Teacher’s Day 20/11 38,6% did not have any plan because + nervous when meeting + geographic problems + ………. Especially, 17% of 38,6% those people who didn’t have any plan said that they could not find a present that is meaningful enough
    • TARGET CUSTOMER STUDENTS …. In age group: 16-25 In urban areas who are constantly exposed to the Internet Income : average and above average Having desire to express appreciation to their teachers on Teacher’s Day 20-11
    • CAMPAIGN’S TARGET Increase the amount of people wanting to buy Tiki’s books for their teachers by 20% Increase Tiki’s brand awareness Make Tiki the first brand that comes to customers’ mind when thinking about buying presents for teachers Increase sales by 15%
    • INSIGHT The most valuable present doesn’t come from the store or the I’m wondering whether my teachers remember me or not :? money. “They come My budget is not big enough for an expensive and meaningful present HOWEVER I don’t have enough time to select and prepare a present I can’t find a good present for my teachers from your heart as a reflection of the care and appreciation you feel for your teachers on Teacher’s Day”
    • Concept: THE BIG IDEA One word – Millions of thanks Our idea and message: Teachers who have inspired us and encouraged us to develop freely in our own ways. One of the best and very first things a teacher teaches us is our own handwriting. It is a small present, yes, but it’s a present full of meaning and love from your heart.
    • OUR STORY: “THE HANDWRITING” The story tells about Khanh – a retired teacher and his very special treasure: the old handwriting of Trang, a student who had left a deep impression in his teaching life. THE STRATEGY Trang’s handwriting changed Khanh’s thought about the true meaning of the relationship between student and teacher. Through out the story, people will see how much a student’s handwriting words mean to the teacher. Words written by the student’s very own hand are the symbol of love and appreciation given to teachers. People will then realize the best present for their beloved teachers is wishing words by their own handwriting.
    • THE STRATEGY Step 1: Introduce Clip “The Handwriting” on Media Channel, TVC, PR articles,… Through the image of the Handwriting words, remind people of the meaning of Teacher’s Day, the important role of teachers in their life and encourage them to express appreciation to the teachers Step 2: Organize the “Thanks a teacher” competition on Fanpage tiki.vn, encouraging the act of writing one’s own thank you words for the teachers. Step 3: Share meaningful stories, images and quotations about the relationship between students and teachers on social networks to support the message “One word – Millions of thank you”
    • Conclusion Big Ideas CONCLUSION A word you write thousand thanks you give Thank you 5P Five People Fighting