1. The document discusses Thien Long's brand and market understanding as the leading stationery brand in Vietnam with 40 years of experience. 2. It analyzes opportunities to develop Thien Long's learning tool products to target university and college students aged 16-25 by incorporating digital technologies and online learning platforms. 3. Thien Long has begun exploring this area through initiatives like the "Young Intellectuals for Education" contest that seeks ideas to innovate teaching methods and develop new educational tools applying technologies like augmented reality.

1. YOUNG MARKETERS
DEVELOPMENT PROGRAM 7
Mid-term assignment
Quan James Tran
1

2. Develop a new brand or develop brand extension on current key brands to target on high school and
university/ college students, first jobbers (16-25 YO) for study supporting/ knowledge approaching
products, services
• Build brand positioning
• Develop marketing mix
• Develop brand communications & brand activation platform
• Build product portfolio
To earn have incremental revenue of 300-500 billions VND.
BRIEF RECAP
REQUIREMENT
BUSINESS OUTPUT
2

3. 1. BRAND & MARKET
UNDERSTANDING
3

4. Since 1981
Background: 40 years of experience in research, production
and strong distribution with stationery products:
• Writing pen
• Office stationery
• Study tools
• Art tool
• Brand positioning statement: The power of knowledge (Sức mạnh tri thức)
• Brand activation platform: Knowledge help us to make our dreams come true
• Brand role: Help you conquer the pinnacle of human knowledge
• Business vision: To become the no. 1 stationery brand in SEA
• Business strategy: Widening business, sustainable growth
• Value: Pioneer, Enthusiastic, Fair, Integrity, Humanized
Technology in production: Auto-
production enhancing, green and
energy saving, quality check…
Advanced in distribution: Over 110 distributors and 65,000
retail place across Vietnam and been around 60 countries in
6 continents. Online market is Flexoffice.com. Display and
POSM is invested.
TOM brand when mentioned
of stationery in Vietnam
Invested in R&D: Sustainability,
adaptability to consumers’ need
and innovation
4

5. Clever color Ready to learn well Smooth work Products for office world Rise up Viet shape
Category
• Art tools for creativity and
thinking (wax color, oil
color, color pencil...)
• Student regular study tool
(chalk, board, ruler,
compa, eraser...)
• Writing pen and
convenient stationery
• Office stationery (paper,
writing pen, file…)
• High-class point pen,
mechanic pen
Target user
Preschool, Primary and
Secondary school
Primary school, Secondary
school
Mass (Secondary school to
university, and office
workers)
Office workers
Managers, heads of
department, businessman,
high-income, entrepreneurs
Target shopper Parent Parent Parent/ students Office operation department
Office workers, office
operation department
Product benefits
Help observe knowledge and
thinking better, trustworthy,
ensured quality, various
variant and safe.
Fitting curriculum, famous
cartoon image, ensuring
health safety.
Quality, reasonable price,
easy to use, value for money
Quality, convenience,
professional service
Unique, high-class design,
detail delicate. Bold strokes,
continuous, outstandingly
long and replaceable ink
cartridges.
Thien Long brands are used by clever consumers due to its ensured quality, affordability and Vietnam knowledge base contribution.
Thien Long pled to accompany, develop along with Vietnam knowledge base (nền tri thức Việt).
Five key brands with feature of creativity and knowledge for targets of children to successful businessman.
Thien Long currently has no brand serving
specifically 15-25 YO target and this
indicates no brand connection yet with them
5

6. Thien Long together with domestic brands are winning in mass segment.
They’re well perceived with High quality, accessibility (via distribution) and affordability.
But the category is facing a stagnant growth rate.
Brands Advantage Disadvantage
Premium
Imported quality
Close and relevant with aesthetic
design
Easy to attract consumers with goute
High price
Mass
Mostly Vietnam made brands
High quality, affordability
Wide distribution
Diversified in portfolio
Limited in
design and
packaging style
Economy & Trendy Thai and Chinese brands
Cheap price
Trendy image
Low quality
Probably not
safe for health
APAC region is expected
to have the SLOWEST
GROWTH rate between
2019-2024:
8.1%*Especially in the Writing Instruments & School supplies
So how should Thien Long deal with the situation? Let’s look into the product lines contribution
6

7. We witnessed the movement of Colokit
brand role from serving children pure art
making to the learning support tool with its
promise ‘Color helps thinking’:
Safe art tool to develop kid’s wisdom,
thinking and talent along with entertainment
from art making
But with art tool, Thien Long has taken initial
actions on developing its brand purpose
which give the product more specific reason
to purchase to consumers
Update the packaging trend to keep
the relevancy and engagement
By collaborating with famous
character owners to put them on
packaging, especially for preschool
and primary school
A series of outstanding products such
as pens using the two-ball pen tip
technology to help smooth ink out,
high-tech ballpoint pen for office
objects, play dough for children to
achieve non-toxic certification by US
standards ...
Effort to tap into different needs and
even sophisticated needs
Fact:
Office supplies and
equipment – stationery in
particular – are taken for
granted every day and it’s
only when something fails,
is lost or gets broken that
we realize their importance
to completing both simple
and complex tasks.
→ To leverage the importance
Two main revenue groups divided by objective are:
• Standard tool serving daily study/ work (writing pen,
office tool, art tool)
• Learning support tool (learning tool as a method,
needful to advanced/ innovative study).
→ Learning tool share is limited at 8%only
Art tool
Learning tool
Office
stationery
Writing pen
For learning tool, Thien Long invested innovation on different new needs
but rather for younger target of under high school students only
Besides reinforcing the key product line Writing pen, it’s either learning tool or art tool that Thien Long need to prioritize to address more efficiently
We can make them more (1) Physically desirable or tapping into (2) New need of consumers
Office stationery together with writing pen are the dominant
contributor to Thien Long revenue
7

8. As for learning tool, we can (3) Incorporate with digitalization trend in education where stationery serves its purpose
The category direction/ movement: usage experience via human development/ education objective rather than passive tool only
The power of knowledge means Thien Long deliver
quality, accessible and affordable products to satisfy
the Eagerness of learning/ acquiring knowledge.
In the time of change, Thien Long new role is to satisfy
and adapt with the updated need of Vietnamese in
education so Thien Long can represent the power of
knowledge that Vietnamese make to utilize their
capability/ productivity and then achieve their dream/
actualize it.
We’re living in an changing world of digitalization.
People start to use digital tools across stages to
support their education to achieve academic
purposes for management, knowledge transferring and
expanding knowledge, better education quality…
The process of achieving dream is renewed along,
people can start either from physical world or digital
world with the other support.
People are given the freedom to thrive
And in fact, Thien Long has been seeking for ideas via ‘Young intellectuals for education’ contest
SCOPES:
• Innovating teaching and learning, researching methods (possible for each
subject, grade, teaching and learning method, acquiring effective knowledge).
• Invent tools for teaching and learning, researching (new or innovative
inventions show superiority compared to current educational tools).
• Research works in the field of educational science (highly practical). In 2019, the idea of ‘10th grade biology book
applying augmented reality technology’ were
one of the top 5 highest prized projects
The route: Learning with basic stationery → Learning with digital supports (video) → E-learning (technology, digitalization integration)
The meaning of ‘The power of knowledge’
The trend of innovating education
comes along with the task of
developing stationery.
Potential role for Thien Long to renovate to
8

9. Online learning is not only a temporary solution to pandemics but also an opportunity to
rethink education, expand the distance learning model, and make education more open,
more creative, and adapt faster.
E-learning has 2 formats:
1. for some learners who do not have the opportunity to go to school directly so they study distance.
2. the combination of direct classroom access and access to materials on cyberspace.
E-learning requires the integration of four important elements: devices connected to the Internet
(computers, iPads, smartphones), Internet access, lecture content - teachers, and learners.
In 2020, Thien Long encouraged new projects and initiatives on online training
In the context of the times, education must continually develop to create leverage for
the society to go up.
"In particular, in the past few months, the Covid-19 pandemic has made us somewhat
aware that technology is a tool to help people through difficult times. So we hope, in
this 5th year, young intellectuals will come up with technological "breath" works such
as creating distance learning platform, online teaching software…”
Mr. Trinh Van Hao, Marketing Director of Thien Long Group expected.
Increase in Internet Penetration in Vietnam
According to the Statista database, internet penetration in Vietnam is
further expected to go up to 75.0% by the year ending 2023 thus,
depicting a greater number of internet users along with advanced
communication infrastructure in the future. 75.0% of the population
having internet implies that it will broaden the scope of E-learning
market to penetrate through Vietnam in future.
Smartphones is more popular to Vietnamese
The people of Vietnam will embrace the idea of going digital in the
near future as the smart phone penetration rate in Vietnam is also
estimated to increase to 48.0% by 2023 (Source: Statista Database)
which is close to half the population of Vietnam. Increased
affordability of people for smart phones will benefit the E-learning
market to further penetrate within Vietnam.
Adoption of modern technology by the learners, rising government efforts to grow E-learning in Vietnam, along with increasing number of internet users, and
the growing use of learning management systems by the corporate sector to integrate their process are expected to drive Vietnam E-learning industry in the future.
Source: https://www.prnewswire.com/in/news-releases/vietnam-e-learning-market-is-expected-to-reach-around-
usd-3-0-billion-by-the-year-ending-2023-according-to-a-market-research-report-by-ken-research-873638144.html
Vietnam has one of the strongest economic outlooks in Asia and the Pacific and the E-learning market of Vietnam will be open to more
technologically advanced teaching methods such as augmented reality, gamification and virtual reality over long term.
The previous nCoV pandemic has addressed the importance of e-learning/ online learning
9

10. AR – HOW IT WORKS
Augmented reality (AR) is when using the device's camera to
identify images, planes, depth in real space, from which appear
3D virtual images displayed in our real space. help viewers gain
more information, or increase their real-world experience,
enriching reality with useful information.
Thien Long applied The AR in
product with close, real 3D images
• Step 1: Download and install
• Step 2: Activate
• Step 3: Start coloring
For preschool
Has ENG and VIE languages
AR is most applicable in the following two cases:
(1) When the phenomenon cannot be simulated in reality
(2) When real experiments have conspicuous shortcomings, such
as the convex imaging experiment
In fact, VR has been touted as being the way to “bridge the
gap between theoretical knowledge and practical
implementation” through the ability to simulate real-life
situations and provide immersive experiences to students.
APPLIED IN COLOKIT INNOVATION
AR – PURPOSE
MAIN APPLICATION OF AR FOR EDUCATION
AR technology has an ability to render objects that are hard
to imagine and turn them into 3D models, thus making it
easier to grasp the abstract and difficult content. This is
especially good for visual learners and practically anyone to
translate theoretical material into a real concept.
Augmented reality (AR) – The most effective tool for visualize 3D virtual images in our real space
10

11. Competition stage within the Vietnam E-Learning market was observed to be highly
fragmented among several players within Vietnam’s E-learning space.
Market size and competition (AR is within e-learning market)
Vietnam E-learning industry is projected to register a
positive CAGR of 20.2%
during the forecast period 2019-2023.
Vietnam E-learning Market is Expected to Reach Around
USD 3.0 Billion by the Year
Ending 2023
Vietnam has few renowned companies which were able to establish their brand in the
market. Companies are launching gamification content for smart solutions to
gain competitive edge but video lessons with recording voice, video and according
evaluation along with virtual connection still are the most popular offers.
Source: https://www.kenresearch.com/education-and-recruitment/education/vietnam-e-learning-
market-outlook/248568-99.html#details
Highschool and under Student & Worker
Youth in Vietnam rank Virtual/ Mixed/ Augmented Reality
as the top 3 most exciting technology innovation that
will affect their lives.
Source: http://ven.vn/microsoft-survey-vietnam-youth-expect-internet-of-things-to-have-
biggest-impact-on-their-future-25676.html
The survey found that Vietnam youth are looking forward to technologies to help them to (ranked from top):
1. Increase their productivity
2. Improve their physical and mental health
3. Make them more employable
Looking ahead, 3 in 10 Vietnam youth feel Vietnam is not ready to adapt to digital disruptions. To get ahead, they
feel a top priority is to:
43%: Ensure schools prepare students with the right skills to fully leverage future innovations
24%: Making future technology innovations affordable and accessible
19%: Creating conducive business environments to encourage start ups
*Language courses are mostly invested with
updated functions while other skill and
knowledge courses are rather in teaching
video only for a long time.
*Diversify skill and knowledge courses are
becoming more important while for language and
degree courses, the online distance training
sessions are well developed
11

12. • New source of
business to stay
with Thien Long
promise of
accompanying
Vietnamese
knowledge base
• Focus on 15-25
target group as
now no brand
serve this group.
• Tap into the need
of efficient
education
approach (to
increase
productivity)
• Diversify product
portfolio by
emerging with
digitalization
context of
education
innovation trend
• Should be applied
at school
• Affordable and
accessible
• Education applying
virtual reality
technology
learning tool
• Thien Long take
first step into the
market by defining
it strongly with
strong credential
to penetrate
STRATEGIC DIRECTION
12

13. 2. CONSUMER
UNDERSTANDING 13

14. They are born within the digitalization and hence,
have integrated technology seamlessly into
their lives, and having used it from the youngest
age, it is almost like the air that they breathe,
permeating almost all areas of their lifestyle and
relationships.
The digital integrator doesn’t look for an
instruction guide but an intuitive process. The
style and the process matter not just the
substance and the outcome.
For the digital integrator, technology has blurred the lines of work and social, of study and entertainment…
GEN Z - THE DIGITAL INTEGRATOR
They live in an open book environment - just a few clicks away from any information, they connect in a borderless world- across countries and cultures, and
they communicate in a post-literate community where texts and tweets are brief, and where visuals and videos get the most cut-through.
Digitalization brought changes to Gen Z approach to education: they craves for experiences
and they tend to not compromise for conventional learning method at schooling.
14

15. SEGMENTATION
15-17 YO 18-22 YO 23-25 YO
University/ college students
• Have education major to focus
on
• Have need and time to
diversify/ widen learning
• If moving to other career
direction, they can afford to put
100% focus into learning new
skills and knowledge
Highschool students
• Heavy load with knowledge
concepts and application
assignment along for subjects
• Mostly take offline education at
school; go to extra tutor, extra
class (online included) before
heading home
• Gradually define their own
education strength perspective
and preference for selecting
future career at this stage of
education
Graduate/ intern/ staff/ workers
• Focus more on on-job learning
via internship and working
experience
• Follow the corporate training
and knowledge session of the
company
• Extend knowledge relating to
career, boosting career
performance and even
business start-up
15-25 (Generation Z)
Yet, with higher income but these two segmentations can adapt with the current offers of both
offline and online video studies as they provide practical knowledge and the knowledge practice
environment they can find within offline places/ jobs/ communities to conduct. The knowledge
platform for them will take more efforts to develop to meet their specific requirements with some
of the well known competitors.
They are more open to learning basic levels of knowledge
concepts at high school, to study them effectively and
finally to identify the future possibilities they can have from
their education performance and preference. 15

16. Educational content is
still heavy on theory;
Many content is not
practical.
Teaching methods are
still heavy on theory
presentation, failing to
promote students'
activeness in
discovering, practicing
and applying
knowledge, making
students lack interest
in learning.
Learning time is allocated
in a uniform manner for
all schools in the country,
sometimes not
compatible with the
learning content;
meanwhile, teachers are
not allowed to proactively
arrange teaching time
suitable to lessons,
students and actual
conditions of their
schools and classes.
Students have to deal
with many examinations,
especially high school
and graduation exams,
so they have to study a
lot.
The phenomenon of
pervasive tutoring takes
time to rest, making
students stressed and
tired.
Due to too much desire in
their children and due to
competitive pressure,
many parents force their
children to participate in
too many out-of-school
learning programs.
Reasons Vietnamese students' learning is still becoming overwhelmed.
Source: https://dantri.com.vn/giao-duc-khuyen-hoc/6-bien-phap-giam-tai-cap-hoc-pho-thong-trong-chuong-trinh-pho-thong-moi-20190216170727445.htm
Yet, the heaviness of knowledge theory presentation is one of the main issues in education that students must face
From which, the continuous flow of information contained in daily instruction put more pressure
and easily overwhelm Gen Z, diminish students motivation to pay attention and memorization.
16

17. According to the theory grew out of the work of Nobel Prize winner Roger W
Sperry: The brain actually works best when both sides of the brain are engaged at
the same time. Neuroscientists have found that the two sides of the brain work
together to perform a wide variety of tasks and the two sides communicate through
the corpus callosum.
We need both sides of our brain working together to create strong neuropathways,
making focus and recall much better and easier.
Complex cognitive functions such as memory, attention,… require the brain
regions to work in integrated fashion, shifting between divergent and convergent
thinking to combine new information with old and even forgotten knowledge.
Some student use both the left and right
side to the full potential. When creating
the mind map on anything, they use
creativity to enhance the right brain
activity. When they mark map with words,
categorize and organize efficiently to
improve left brain activity.
This challenge leads a part of students to create memorization effort
using both of their brain hemispheres
Right brain hemisphere
It’s little known that this traditional education system has their left hemisphere worked dominantly than their right hemisphere
• The right side of the brain is
responsible for creative activities
like arts and connecting to
others in an emotional way.
Left brain hemisphere
• The left brain hemisphere
is needed for rational
thinking and logical skills such
as mathematics and language.
Reason behind: Traditional instruction in education has long been about words: the professor's lecture, the textbook descriptions, the writing assignments and the examinations.
These activities make use of the left side of the brain.
TRUTH: Left hemisphere is used more while right hemisphere is almost neglected in education, especially in high-school
when students are overloaded with knowledge concepts all 3 school years to prepare for graduation/ university exam
KEY FINDING
17

18. So it is important to recognize that a balance between both hemispheres of the brain can maximize efficiency including the ability to
focus and store information.
Left brains are already there but how to bring out the right brain?
The key implication is that use of a variety of techniques that appeal to
both areas of brain function will improve student learning. Enhancing
lectures with graphical aids or using color, music or other sensory
experiences with a presentation or assignment will touch both logical
and creative brain processes.
RIGHT BRAIN FORMAT TO LEARNING
AND WHERE IS THE POTENTIAL PLOT?
Science is about the real world but they are treated as a theorical, wordy subject. The
process require understanding the structure, phenomena to fully capture the knowledge.
Many topics in science are notoriously difficult for students to learn. Mechanisms and processes outside
student experience present particular challenges. Learners must master not only the individual components of
the system or process (structure) but also the interactions and mechanisms (function), which may be complex
and frequently invisible. If the phenomena are macroscopic, sub-microscopic, or abstract, there is an
additional level of difficulty.
Education theory: explanation both inside and outside the process, in word
Education experiment : outside the process, in outer observation
THE GAP: AR - visualize science - observed nature, interaction process from inside
It helps with the science visualization reflected from theory.
THE CURRENT LIMITATION IN LABORY EXPERIMENT
Science experiments are the major form of visual explanation have been facing issues:
• Limited time and sessions, limited in sessions, limited in selected experiment, limited
in facilities to perform it…
• Only a number of students selected to perform the experiments
• The loop of understanding science to perform it safely without accidents
• (…)
THE OPPORTUNITY:
When students use the right brain (imagination, creativity, tone, color,
emotions, movement, etc.) in learning, the two brain hemispheres create
reciprocal effects that help each other take advantage of.
At the same time, learning also becomes more interesting and exciting. Scientists have proven
that the human brain is able to remember information with images and sounds better than words
and mere numbers.
THE DIRECTION:
If educators can exercise the entire brain, the student should be able to
learn and remember more.
Hence the need for a variety of stimuli-aural, visual, tactile-has a scientific basis, just as the
findings of behavioral psychology support the need for activities in addition to other means of
presenting information.
SCIENCE
SCIENCE
18

19. Consumer truth:
Gen Z is born and grew up with
digitalization so they can integrate
digital seamlessly in almost every
aspects of their lives.
Category truth:
Traditional high school science
knowledge is now mostly in
theory and logical thinking, limited
with real experiment which makes
the only way to achieve academic
performance is focus and
memorize knowledge
theoretically.
Product truth:
Augmented reality provides users
with scientific knowledge
visualized inside out in 3D
models, which helps students to
learn science via interactive visual
so they can use both of their brain
hemisphere together for effective
learning (focus while learning and
knowledge memorization)
Highschool science is hard-work to me because it’s heavy with concepts and must be understood implicitly,
under logical thinking in the form of word and word. I wish knowledge can be reflected in reality-form visuals
so I can focus and memorize them more proactively.
INSIGHT
AR represent a platform where students can observe science structure/ transformation/
reaction in 3D format which aids students in interacting with knowledge and develop both
hemispheres for focus and lasting learning of science concepts.
AR role
Support science learning via inside out simulation
19

20. Brand role – Science 3D simulation for effective learning
Conquer the knowledge by
making changes in the method of
absorbing knowledge
Empower innovative approach to
knowledge for effective learning
Pioneer in utilizing both left
hemisphere (logical knowledge)
and right hemisphere (3D models
visualization) learning style
ACTIVATE BOTH BRAIN HEMISPHERES FOR EFFECTIVE LEARNING
Proactive in absorbing knowledge by transforming knowledge into digestible one.
How we elevate from Thien Long brand?
Taking a 2D image and making it 3D to give students more interactive learning experience by activating both hemisphere while
learning, which can help them with focus and memorization.
20

21. 3. BRAND PROPOSAL
21

22. New sub-brand:
Designed to support efficient learning of generation Z and later
generations, Thien Long introduces the reAR360 product set
(mobile app and card collection) to promote the effective learning
style integrating both side of brain hemispheres.
The concept:
Science knowledge simulation via AR
Used to trigger right hemispheric via 3D models
Designed based on current standard education curriculum
Designed for the effort of effective learning
Easy to interact
-----
AR (Augmented Reality) technology to programmatically
simulate science knowledge on the basis of reality that
promotes effective learning flexibility for students.
Product offer
Mobile app Learning cards
Not only showing single
card model but can combine
card to see the interaction
Turning 2D cards into 3D
model
Easy to zoom in-
out for effective
observation
Fit with curriculumUsing the app to read
the code on the card
to show 3D model
EXPLORE
SCAN
LABORATORY
Log in
reAR360
Each card has a different
code that application can
identify to set up the
visualization
Not separate but can also
how each element in card
interact with each other
Help to develop
perspective
invisible structure,
phenomena,
connection
Designed to reflect
knowledge covered in current
curriculum
22

23. REASON TO BELIEVE
PRODUCTIVITY:
AR has international credit for trigger exciting learning and effective
thinking in both education and other category by providing users with virtual
image in real world (Google translate AR, Pokémon Go AR, Museum AR…)
PROACTIVENESS:
AR with its outstanding feature helps to interact with the
knowledge, not only reading especially the hard to see,
hard to imagine, hence helping the knowledge engagement
between teachers and students, students and the lessons.
SURREAL REALNESS:
Especially, strongly attached with scientific subjects is the experiment limitation
of current educational facilities. AR with its interactive feature helps student
own a platform to conduct experiment and access to knowledge, discover
and create understanding effectively on their own that no other products can
offer. Experiment is known as the combination of both side hemisphere.
23

24. PRODUCT PORTFOLIO DEVELOPMENT
Chemistry Physic
Biology
Science subjects (Chemistry, Physic, Biology) with
high amount of theory and knowledge theory is:
• To be reflected: Knowledge is visualizable in 3D as
they’re from the real world
• To be observed: Attached with phenomena,
reaction to simulate the process of science
• To be interacted and created: Have interaction
(chemical experiment, body structure experiment…)
24

25. MARKETING MIX
PRODUCT PRICE PROCESS
• Trial for free with limited basic
session
• Users can unlock further
levels by achievement of
higher performance in science
subjects with education
institution collaboration or
online competition of
reAR360.
• Need further price research
• Highschool curriculum science
knowledge 3D simulation
• Apply AR technology
• Format: Mobile app and card
collections by each science
subjects
• Testing result/ international
credit for credibility of
developing hemisphere in
learning
• Workshop in school/
technology exhibition for
usage guidance
• Video of usage guidance
PLACE PROMOTION PEOPLE
• Fitting high school curriculum
• Message: Develop both brains
hemisphere for effective
learning of science subjects
• Displayed in distribution
system for engagement via
interaction
• SEO and search ad, Youtube
ad to online class
• Working and pushing product
development by science and
education expert
• Reviewer from hot student
face, science/tech reviewer
PACKAGING
• Using QR code showing 3
main functions on cards
packaging on device
• Comparison of old vs new
thinking of learning science
using both brain hemisphere
PHYSICAL EVIDENCE
• Using LED screen to show the
‘inside’ perspective that
human eyes can’t see/
imagine of familiar science
substance, phenomena
• Putting large size AR screen
in mall to attract attention
when they look through the
screen
25

26. BRAND POSITIONING STATEMENT
WHAT NEEDTO WHOM DIFFERENTITATED BY
• 15-17, gen Z
• Urban, sub-urban
• The digital integrator
• Highschool students, who
experienced problems in
focus and memorizing
education knowledge due to
the current education
teaching system.
Functional benefit:
More efficacy in focus and
memorizing science
knowledge differently from
conventional education theory
Emotional benefit:
More excited to approach
knowledge
• The first ever augmented
reality applied learning tool
to bring scientific knowledge
alive and interactive in
Vietnam.
• The effort of utilizing
knowledge approach of
Thien Long corporation in
the context of digitalization.
RTB
• Science based truth of
triggering right hemisphere
working with left hemisphere
by scientific knowledge
visualized in 3D models
• Fitting with standard
education curriculum
26

27. BRAND PROPOSITION
Effective learning by activating both brain hemispheres
BRAND ESSENCE
Technological transformation for approaching knowledge
BRAND COMMUNICATION IDEA
Technology empowers knowledge approach
BRAND ACTIVATION PLATFORM
Technology brings knowledge alive
27

28. 9. ESSENCE
Technological
transformation for
approaching
knowledge
6. VALUE, BELIEFS & PERSONALITY
Modern, Dynamic, Improvising, Creative
5. BENEFITS
Functional: More effective in focus and
memorizing science knowledge
via 3D visualization
Emotional: More exciting in improvising
knowledge approach challenges
8. DISCRIMINATOR
• AR – the technology to render objects into 3D models
• Designed to fit high school science curriculum
4. INSIGHT
Highschool science is hard-work to me because
it’s heavy with concepts and must be understood
implicitly, under logical thinking in the form of
word and word. I wish knowledge can be
reflected in reality-form visuals so I can focus
and memorize them more proactively.
3. TARGET
• 15-17, high school students, nation-wide
• The digital integrator
• Highschool students, who experienced
problem in memorizing education knowledge
due to the focus in left hemisphere of current
education teaching system.
2. COMPETITIVE ENVIRONMENT
Indirect competitor: Online high school
science lesson for getting into
college/ university objective
1. ROOT STRENGTHS
Strong credential for Vietnamese
knowledge base contribution inherited from
Thien Long
7. REASONS TO BELIEVE
• Science based truth of triggering right hemisphere
working with left hemisphere by scientific
knowledge visualized in 3D models
• Brand under Thien Long with the mission of
represent the power of knowledge that Vietnamese
make to utilize their capability/ productivity and then
achieve their dream/ actualize it.
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29. BRAND COMMUNICATION IDEA
Technology empowers knowledge approach
The brand with knowledge visualized in 3D model empowers
Vietnamese students to be more confident for knowledge
approaching challenges with tech-based visualization.
With technology, knowledge is no longer with conventional limit but
to be visible and everyone can share it, learn it together with
excitement and transparency.
Objective #01
Consistently and constantly
educate about the role of
working with both brain
hemisphere instead of only
the left one to increase
memorability in education
Objective #02
Drive excitement via new
way of approaching
knowledge via AR 3D
visualization to conquer
traditional difficulties in
offline education
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30. BRAND ACTIVATION PLATFORM
Technology brings knowledge alive
An interacting game simulating Pokémon GO activated on streets near schools and
students education centers to show that there’s education science knowledge
everywhere in the real world that we fails to realize from theory knowledge.
With it, reAR360 helps consumer to explore more knowledge, refresh the knowledge
approach and remember more deeply than written/ verbal lessons. Furthermore, we
can put ‘Do you know that…?’ to trigger excitement and engagement.
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31. EXECUTIVE SUMMARY
Learning supporting
tool in the context of
digitalization for
education
THE TREND OF INNOVATION
Augmented reality is
within e-learning whose
market is on the growth
THE POTENTIAL PLOT
15-17, high school
students
Digital integrator
THE SEGMENT
Mostly use left brain for
every education
subjects, find it hard to
focus and memorize
THE PROBLEM IN EDUCATION
Visualized knowledge
help the both the brain
hemisphere work and
increase learning
efficacy
THE INSIGHT
Highschool curriculum
science knowledge 3D
model simulation via AR
technology
THIEN LONG OFFER
Develop both brain
hemisphere working
together by integrating
AR technology
THE BRAND IDEA
Technological
transformation for
approaching knowledge
THE ESSENCE
Technology empowers
knowledge approach
THE COMMUNICATION
SIZE OF PRICE
2.5 – 3 MIL Number of High school students03 BIL USD VN E-learning Market in 2023
300 BIL VND means 0,4% share with 100.000 VND value per student
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32. YOUNG MARKETERS
DEVELOPMENT PROGRAM 7
Mid-term assignment
Quan James Tran32