Nhom 1 bai tot nghiep

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Nhom 1 bai tot nghiep

  1. 1. AGENDA 1. Case review - Objective 2. What does CONSUMER need? 3. How are they serving that need in THE MARKET? 4. Our solution – OUR PRODUCT 5. Our Brand 6. Holistic Marketing Plan 7. Launching Plan 8. Evaluation
  2. 2. NOTICE In this presentation, we use a term “X-abled people” or “people with X-abilities” which replace with “disabled” or “disability” – to enhance the meaning from our mission “Make a world of diversity, not disability” – “X” is just one in 24 alphabets, and their ability is one in the diversity of human ability as well.
  3. 3. CASE REVIEW The 5% unemployed X- abled are at the working age (15-50) overcome the unemployed status Provide a suitable product/ service GET WHO TO BY
  4. 4. OBJECTIVES - 1st year: 30% get trial - After 3 years: + 30% target became loyal; 50% target purchase frequently, at least 3 times/ year + Reach the average yearly revenue: 150 billion VND - After 3 years: + Reduce negative prejudice from 60% to 40% + Reduce the unemployed ration from 30% to 25%
  5. 5. OUR CONSUMERWho they are – Their DRIVER – Their BARRIER
  6. 6. WHO THEY ARE GROUPING & PROFILING| Easing pain Progressing AchievingContentedFIGHTER SOCIAL CLIMBER CONSERVATIVE THE ACCEPTER INITIAL SEGMENTATION FIGHTER SOCIAL CLIMBER THE ACCEPTER CONSER -VATIVE “I am a tenacious person who has severe disability but does not give up. I am respected by the society.” “I do not give up but try to achieve my goals in life just like people without disabilities.” “I accept my disabilities and my dependence on others, keep staying in my comfort zone” “I have disability and rather defeated by it. I do not live socializingly with people.” Segment size: 0.44% Segment size: 2.7% Segment size: 67.96% Segment size: 28.9% Segment Demographic Profiling - Age: 30+ - Male dominant - Income: AB - Disability level: 4+, innate or injured for more than 10 years - Education: 12+ - Currently using: both easing products and progressive ones Segment Demographics - Age: 18 - 30 - Balanced gender - Income: ABC+ - Disability level: 1-3, innate or injured for more than 10 years - Education: 12+ - Currently using: progressive products Segment Demographics - Age: 15 - 50 - Balanced gender - Income: BCD - Disability level: 1-3, NOT innate - Education: can read and write - Currently using: progressive products Segment Demographics - Age: 30 - 50 - Balanced gender - Income: CD- - Disability level: 4+, NOT innate - Education: can not read and write - Currently using: easing products Through DRD organization, we have contacted 200 families with disabled people, both urban and rural to conduct a FOCUS GROUP and a QUANTITATIVE RESEARCH to define segments of the market, as well as having a glance on their U&A, in order to further finding the insight.
  7. 7. We pick THE ACCEPTER as our CORE TARGET They have the biggest size They are capable of working, even handiwork
  8. 8. Their TENSION
  9. 9. THERE COMES VANITY DEMANDS, WHAT I JUST BURY UNDER MY SILENCE FOR BELIEVING THAT I DO NOT HAVE THE RIGHT TO ASK, AS A USELESS BURDEN ON THEIR TIRED SHOULDERS. I accept my dependent life, clinging on my kin for even my most basic needs. I want to break out of my dependence, my uselessness, earning and achieving my own needs MOMENT OF TRUTH
  10. 10. Barrier question What barriers did the employed overcame? What barrier preventing the unemployed from being employed?
  11. 11. From our focus group, we learnt… My journey of getting current job has 4 stages BREAK THE ICE – KNOW MY ABILITY – WHERE TO START – KNOW THE PATH “To overcome myself and become a worker, a person who accept disabilities like me did need SOMEONE to guide me through every stages I really needed a lot of help from my friends Drivers and Barriers on the Employment journey
  12. 12. The difficulties they had to face How they overcome it? Self - Discouraged Encouraged by S.O Clueless Discovered by S.O Confusing Guided by S.O Lack of experience Empowered by S.O BREAK THE ICE KNOW MY ABILITY WHERE TO START KNOW THE PATH A helping hand is crucial The MAGIC of PEOPLE’S HELP ACCORDING TO UNIVERSITY OF NORTH CAROLINA • The help itself is an encouragement • They can serve as role models to the other • Very cost effective • Create a safe haven
  13. 13. BUT … EVEN WHEN THEY CAN BE HELPED, they are not willing to be. They do not believe that the helper can understand their problem, their pains, their unique situation.
  14. 14. THE SOLUTION FOR THEM IS AN INSIGHTFUL HELPING HAND TO ENCOURAGE, GUIDE AND OFFER THE OPPOTURNITY TO BREAK OUT OF DEPENDENCE.
  15. 15. OUR CATEGORYX-abled people employment community is our category How is the category serving this need?
  16. 16. Must not be WELL, because… Only 2.5% are helped to be employed 70% X-abled people do not have a permanent job 67.5% are left
  17. 17. OUR PRODUCT The Specialized Employment Network For X-abled People on Mobile phone GURU A person who guide you through and BEYOND words in every aspect of your life LOGO Ending with an arrow shape – representing the continuous DEVELOPMENT and FOLLOW- UP CIRCLE NETWORK The more friends and community the disabled have, the higher chance they can find a job MOBILE 86.7 % the disabled have a mobile phone* * Self-research, nationwide, N=200
  18. 18. OUR PRODUCT PORTFOLIO – VIA USER’S EXPERIENCE| Be Encouraged POOL OF EMPLOYMENT Ability Discovered Guided 1st step Ability Training Get a job Career path Empowered & Follow up SHARINGS by Gurus, users,… on their profiles Online TEST & Offline test with certificate ASK on user’s profile, ASK group, or ASK gurus OFFER JOB OPPORTUNITIES Shared by network or employers ONLINE & OFFLINE TRAINING By Gurus GURU TRAINING ONLINE & OFFLINE TRAINING By Gurus GURU NETWORK GURU TRAINING GURU TRAINING GURU OPPORTUNITY GURU TRAINING Turning point to become the next GURU
  19. 19. OUR PRODUCT PORTFOLIO ROLES| GURU OPPORTUNITY GURU NETWORK Generate near-term profits; GURU TRAINING Establish credentials to be a growth engine in the medium term MAIN SOURCE OF BIZ Generate significant volume & profit growth PILLARS SHARINGS by Gurus, users,… on their profiles (Subscribe) Online TEST & Offline test with certificate ASK on user’s profile, ASK group, or ASK gurus ONLINE & OFFLINE TRAINING By Gurus OFFER JOB OPPORTUNITIES Shared by network or employers ATTRIBUTES BUSINESS ROLES EQUITY ROLES BASE OF OTHERS PILLARS ENHANCE BRAND EQUITY AS A TOTAL SOLUTION ENHANCE BRAND EQUITY AS A TOTAL SOLUTION GOVERNMENT CONFERENCE All issues related to Right for the DP (Law, policies,…) Establish credentials EQUITY BUILDER
  20. 20. OUR PRODUCT SOURCE OF BUSINESS| OUR SOURCE OF BUSINESS MAIN SOURCE GURU TRAINING SUB SOURCE GURU ADSSUB SOURCE JOBS BROKER SUB SOURCE SUBSCRIBE
  21. 21. OUR PRODUCT SOURCE OF BUSINESS| WHY GURU TRAINING BECOMES MAIN SOURCE? 86%* employed x-abled people confirm that they need further training to improve their abilities at work * Self-research in HCMC, N=100 ** AusAID research, 2011 – N = 4000 *** Self-research, nationwide N=200 2.000.000 VND** is the average monthly salary of employed x-abled people  They’re absolutely able to afford a training course WHY CLIENTS PURCHASE GURU ADS? 4.000.000 VND*** is the average yearly CPC (consumption per capita) of x-abled people Categories that x-abled people consume: - Healthcare/ Medical/ Pharmacy - FMCG - Education (specialized) - Electric elements/ Hi-tech products - Home appliances - Assistant tools
  22. 22. The Specialized Employment Network For X-abled People TOTAL EMPLOYMENT SOLUTION Guideline, support, training, connect for employment ACCEPTER X-ABLED PEOPLE 15-50 - Total solution - Follow-up network - Accessible to everyone - Self-tailored - Technology advantage - Strategic partners Provide what NEED To WHOM Differentiated by Reason to believe OUR PRODUCT PRODUCT POSITIONING|
  23. 23. STRATEGIC PARTNERS GOVERNMENT EMPLOYERS NGOs OUR PRODUCT PRODUCT POSITIONING| RTB| AN IMPACTFUL CO-OPERATION TO STRENGTHEN THE POWER OF MAKING CHANGES TO X-ABLED WORKFORCE
  24. 24. OUR BRAND BRAND IDEATION| BRAND ESSENCE EMPOWER X-ABLED WORKFORCE Category Truth Product Truth Consumer Truth
  25. 25. OUR BRAND BRAND PYRAMID| EMPOWER X-ABLED WORKFORCE TOGETHER WE RISE TOGETHERNESS ACTIVITIES BRAND BIG IDEA COMMUNICATION BIG IDEA ACTIVATION PLATFORM
  26. 26. OUR PROSPECT DENMARK has the highest EMPLOYMENT RATE (70%) AND their disabled people organisation are strong and connected under the umbrella of DPOD
  27. 27. HOLISTIC MARKETING PLAN EMPOWER X-ABLED WORKFORCE CHANGE PERCEPTION CHANGE THEMSELVES SUSTAINABILITY - Have job  No more useless - Strong communication base  60% - 40% social prejudices WE OFFER FOLLOW-UP, CONTINUOUS EMPOWERMENT  Growth of Business Gain more 5% employed  Independent BRAND VISION|
  28. 28. HOLISTIC MARKETING PLAN 2015 2016 2017 2018 Business Obj 10 bils VND Gain awareness of 50% Gain trial of 30% awareness 20 bils VND 40 bils VND 60 bils VND 30% target  loyal 50% target  consume >3 times/ year MKT Obj Introduce product to 50% urban target Successful sampling to 15% urban target Maintain 30% urban users Recruit more 20% urban & 10% rural users Maintain 50% urban & 10% rural users Recruit 20% urban & 40% rural Maintain 30% frequent users of TRAINING  Loyal MKT Strategy Launch Hero: GURU Network Launch GURU Training  Source of business Launch GURU Opportunity Double frequency by enhancing content of training Establish Job-broker Launch Online & Offline Seminar Launch ads Double frequency by enhancing content of training Launch Career fair Launch Government conference Enhancing the content of training
  29. 29. 2015 2016 2017 20% AC (urban) We have been there Aware, Trial -> be confident Traditional 46,5% AC 30% CON We follow your employment journey More than a haft of 15- 50 yo DP experience GURU -> join the journey of employment Traditional, internet TARGET KEY MESSAGE 30% AC (double frequency) We will help you out Share to other Compro- miser Traditional >50% CO 37,5% CON We empower you Love GURU Traditional , internet >50% CO 46,5% CON We welcome you back as empowerer Be partner with GURU Traditional , internet Aware & trial Personalize evangelize Under- stand DESIRED RESPONSE KEY CHANNEL
  30. 30. LAUNCHING PLAN
  31. 31. OBJEC- TIVE 30% X-abled people in the segment of ACCEPTER in urban areas Be aware of and try GURU A communication campaign across TVC, RADIO and ACTIVATION GET WHO TO BY
  32. 32. TARGET AUDIENCE ACCEPTERS aged 16-35, mostly in urban areas Open to communication
  33. 33. GURU BARRIER DRIVER Tendency of remaining alone Hesitation to ask for money The push of their relevant peer Financial supporting
  34. 34. NO ONE CAN FEEL OTHER’S PAIN. I AM AN ACCEPTER WITH A TOO IDENTICAL PAIN THAT DO NOT BELIEVE IN UNDERSTANDINGS. THAT MAKES ME SUFFER.
  35. 35. BRAND MANIFESTO Connect you with the X-abled people that are most relevant to your situation
  36. 36. BIG IDEA WE HAVE BEEN THERE KEY MESSAGE On GURU, you are not alone
  37. 37. 85% families with X-abled people have TV 45% families with X-abled people have radios On-ground evidence for our product 86,7% X-abled people have mobile phone CONSUMER TOUCH POINTS TV RA- DIO MO- BILE ACTI- VA- TION SOURCE: Viện nghiên cứu Phát Triển xã hội và khảo sát
  38. 38. Trigger SEP Experience OCT - DEC Advocacy DEC-JAN Trigger their need to find sympathy Let them experience finding the most relevant peer through GURU Celebrate the change when they find each other There are people out there who shares your pain Let’s experience Let’s celebrate the beautiful result of the action TVC SAMPLING JOURNEY FIELDTRIP EVENT Radio advertising SMS advertising Radio show SMS interaction Radio reportage News reportage PHASING OBJECTIVE KEY MESSAGE KEY HOOK SUPPORTING TACTICS
  39. 39. TVC A 30s TVC where 2 X-abled people (one is employed, one is not) stays separately in 2 black booth, telling their employment stories, realizing how identical they are. Ending: He has been there, just like you. On GURU, you find him.
  40. 40. SAMPLING We organize booths at X- abled people’s gather places for them to try GURU via interactive machine. The booth is well equipped for different types of disability. Message: try GURU, find your most relevant path. Besides, to reach them more directly, we call and send SMS.
  41. 41. EVENT We organize an offline event for those you got help from GURU network to meet and share experience, playing together game, establishing our 1st step in empowering X- ability community
  42. 42. Evaluation process Pre-Launch Launching Post- Launch Concept Test Packaging/ Price Test CPT TVC performance test STM Total offer tests Purchasing behavior NPS Penetration Loyalty Market share Operational factors Relative price Share of media Distribution Consumer mind Levels of brand awareness Claimed Purchase & perceived image Quality Consumer complaints EVALUATION
  43. 43. SUM UP The Specialized Employment Network For X-abled People on Mobile phone A Brand promises to Empower X-abled Workforce For Accepter X-abled, to get a job, to be less dependent. Trust us with our Strategic Partners + Technology “Together, we rise” Join GURU 
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