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YL19 marketers 01 - 3rd place

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Young Lions Czech Republic 2019
Marketers category - Team 1

Published in: Marketing
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YL19 marketers 01 - 3rd place

  1. 1. Young lions 2019, Marketers KRISTÝNA ČEJDOVÁ & ANNA DOSTÁLOVÁ Let’s spread hope for better future
  2. 2. BETTER FUTURE FOR KIDS OUR MISSION For surprisingly low costs, Mary’s meals is able to help many kids. Just for 421 CZK they are able to feed one kid for the whole year. HIGH EFFICIENCY Mary’s meals feeds 1 425 013 children's in 18 poorest countries on Earth by providing food at the place of education. WORLD WIDE HELP Czech branch was able to collect 8,6 mil CZK within the first 10 month of their existence and fed 20 000 kids. EFFICIENCY From financial education, through ecological activities to start up support, CSOB group is helping to change a world around us. CSR AS A CORE OF OUR VALUES CSOB group is one of the largest financial institution in CZ with more than 3 mil clients. We want to be client's first choice. PART OF STRONG FINANCIAL GROUP We offer various financial products for kids to make start of their life easier. We are proud leader in pension savings for kids. LEADER IN PRODUCTS FOR KIDS
  3. 3. LONG-TERM PROPOSITION# MUTUALLY BENEFICIAL OUR CHALLENGE Generation X and Y! Heavy social media users (Facebook, instagram), e-mail still OK! Willing to donate (especially towards kids)! Care about their kids future and are willing to invest into ti! Expect availability and simple solutions! Barriers: need to be able to trust to NGO, high competition among NGO! OUR TARGET GROUP 1. Parents who are about to make pension saving for their kid (19.000)! 2. Parents already made a pension saving for kid (70.000) SEGMENTS PARENTS MARY’S MEALS NEEDS TO INCREASE NUMBER OF REGULAR DONORS! CSOB PENZIJKO NEEDS TO INCREASE NUMBER OF CHILDREN WITH PENSION PRODUCT
  4. 4. Kid's future is highly relevant topic for parents, especially on emotional level. EMOTIONAL RELEVANT Parents are ready to invest monthly in kid’s future and they set up a automatic payment. MONTHLY PAYMENT When buying pension product for kid, parents are thinking about their future. FUTURE THE RIGHT MOMENT FOR OFFER STRATEGY
  5. 5. CSOB FUTURUM ACCOUNT BIG IDEAL ACCOUNT FOR REGULAR DONORS! ! BUNDLED WITH PENSION SAVINGS FOR KIDS# ! DISPLAYED IN INTERNET BANKING
  6. 6. CSOB FUTURUM ACCOUNT BIG IDEAL REGULAR ADDITIONAL PRODUCT! ! DISPLAYED IN INTERNET BANKING FOR CURRENT CUSTOMERS
  7. 7. MOTIVATE ENGAGE BUILD COMMUNITY Parents will receive after buying our product bundle VIP offer for other kids financial product. GET THE DONATION Each owner of our CSOB Futurum will received a free copy of charity book with motivational leaflet. GIVE REWARD Let’s organize regular meetups with donos to celebrate result and motivate them for their own charity activity. GET THE DONATION LET’S SPREAD HOPE FOR BETTER FUTURE# WITH CSOB FUTURUM ACCOUNT KEY MESSAGE FLOW
  8. 8. GOALS BUSINESS GOALS MARKETING GOALS 19 000# NEW PENSION SAVINGS FOR KIDS GAIN 15,6 MIO CZK# FROM REGULAR DONORS LAUNCH NEW PRODUCT CSOB FUTURUM ACCOUNT! RAISE AWARENESS OF PENSION SAVINGS FOR KIDS! SEEN AS CSR COMPANY - COMPETITIVE ADVANTAGE INCREASE CUMBER OF REGULAR DONORS! INCREASE AWARENESS ABOUT THEIR ACTIVITIES
  9. 9. Start 1/6/2019! Duration 12 month TIMING 200 000 CZK leaflets! 1 755 000 CZK book! 3 000 000 campaign BUDGET Creative (concept, leaflet)! Media (PR plan, social media) DELIVERABLES DETAILS Tone of voice! CSOB brand manual MANDATORIES

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