This document provides the requirements and judging criteria for a marketing challenge to develop an integrated marketing campaign for Yamaha's Janus line. Participants must: 1. Conduct market research on the target customer group and build detailed customer personas. 2. Derive an insight from the research and propose a big idea and detailed deployment plan for a 12-month IMC campaign with a VND 50 billion budget. 3. The plan will be judged on the quality of the research, customer understanding, proposed big idea and feasibility of the deployment plan. Submissions are due by May 3rd.

2. Contents
Challenge0 1
Requirement
Judging Criteria
02
03
04 Submission

3. Challenge
Honda
60%
As the marketing team of Yamaha, pursuant to your proposed IMC plan in Round 1, your
mission is to plan a 12-month integrated marketing-communication campaign with a maximum
budget of 50.000.000.000 VND (30% of the budget must be spent on Point of Sale
activities) in order to:
Build awareness of at least 10.000.000 people in target customer group
nationwide, including at least 7.000.000 people aware of 3 key features of
Yamaha Janus: Design - Price - Utility
Increase the sale of Janus line by 180.000 units throughout the campaign and
the 6-month post-campaign period
Create a loyal customer platform for Janus line and Yamaha
Market overview and product brief are
similar to these of Round 1’s challenge

4. Requirement
Carry out a real-life market research on target
customer group
01
Build detailed customer persona(s)
02
Find Insight and propose detailed Big Idea and
Deployment Plan
03

5. judging
criteria
Research (20 points)
(Research method, approach, tool and technique) Appropriate with target
customer group (10 points)
(Research conducting plan) Specific and implemented in detail (3 points)
(Research data) Intact, detailed and well-analyzed (7 points)
Customer Understanding (30 points)
(Customer persona) Specific and rationally based on research data (15 points)
(Insight) Rationally based on research data (5 points)
(Insight) Relevant to Janus and Yamaha (3 points)
(Insight) Powerful enough to solve the posed challenge (4 points)
(Insight) Enhanced compared with this of proposed plan in Round 1.2 (3 points)
Big Idea (20 points)
Logically originated from insight (3 points)
Fresh, original and creative (7 points)
Relevant to Janus and Yamaha (7 points)
Visible throughout the campaign (3 points)
Deployment plan (25 points)
Feasible and actionable (9 points)
Fresh, original and creative (8 points)
Proportionally and efficiently distributed in term of budget throughout the
campaign (8 points)
Presentation & Illustration (5 points)
Clear, concise and logical (3 points)
Aesthetic and visually artful (2 points)

6. Submission
Method
Build detailed customer persona(s)
Find Insight and propose detailed Big Idea and
Deployment Plan
One maximum-15-page slide file
(excluding introduction, acknowledgement and reference pages)
In .pdf format
Presentation Version:
Research Data Version:
One Excel file (.xlsx format) including 4 sheets containing research data
as below:
General research result report
Implemented research tools and techniques (survey, questionnaire,
interview script…)
Research conducting plan (sampling plan, research
process/procedure, analyzing plan)
Detailed research data (all obtained data from research)

7. Submission
Deadline
Build detailed customer persona(s)
Find Insight and propose detailed Big Idea and
Deployment Plan
Completed plan and related documents must be sent to
the organizing committee before the date of 23h00,
May 3rd, 2017. After this date, no plan or related
documents are legit.
Top 4 Best Teams of Ban Linh Marketer will be
announced on May 8th 2017 on media channels of the
competition.

8. T A K E U P
T H E C H A L L E N G E
N O W !