About Young Marketers là một sân chơi mang tính trải nghiệm & định hướng cho những marketer tài năng của Việt Nam trong tương lai. Mission Young Marketers - Empower the next marketing generations Description Dự án Young Marketers là 1 sáng kiến và được thực hiện bởi công ty REDDER Advertising, và được cố vấn bởi các tên tuổi hàng đầu lĩnh vực marketing & advertising tại Việt Nam. Young Marketers đến 2013 bao gồm 2 hoạt động chính là Young Marketers Contest & Young Marketers Elite Development Program nhằm mục đích định hướng, tìm kiếm và phát triển thế hệ marketing tiếp theo của Việt Nam.

1. FLAW-SOME

2. Content
Context
Overview about Shichida
Objective
Segmentation
Consumer truth
Brand Role
Customer Insight
Approaching
Big idea
Deployment plan
KPI
Cost

3. LEARNING
CHILDREN
BEFORE
EDUCATING
CHILDREN

4. 73,9%
475 suicided
114 died each year
punished with violence
CONTEXT

5. OVERVIEW ABOUT SHICHIDA
1978, established by Makoto Shichida
500 institutes over 25 nations
Basis: positively stimulate development of
the brain
23/11/2013, entered into Vietnam

6. OBJECTIVES
In 3 months, rate of abused
children drops from 73,8% to
68,8%
Parents change educating
methods
In three months, achieve 16
billion
50% parents knows about the
brand
30% parents asks about the
courses
7-10% parents signs in the
courses
OBJECTIVES

7. “KHÓA HỌC KHÔNG NƯỚC MẮT”
The
first
course
for
parents
Guideline:
every
child
deserves
to
be
educated
suitable
with
their
ability
No
overusing
violence
Content:
tesDng,
overview
and
pracDce

8. 3-­‐12
tuổi
6
tỉnh
thành
phố
BC+
SEGMENTATION

9. TradiDonal
Modern
Income
13,1%
51,3%
4,5%
13,5%
CommunicaDon
target
profiling:
-­‐ Mom
and
Dad
-­‐ -­‐Age:
30-­‐40
-­‐ Income:
B
-­‐ 6
major
ciDes
-­‐ Behavior:
Use
both
tradiDonal
and
modern
methods
-­‐ AVtude:
want
non-­‐
violence
educaDng
environment
-­‐ Using
internet,
social
network
SEGMENTATION
transiDon
tradiDonal

10. Aspects parents are concerned about
DATA
84,1 84,6 78,1 78,7
Studying
Physiological
Health
ProtecDng
from
being
abused
58,3% children is punished when they make mistakes

11. ExpectaDon
Mistake
Same
mistake
Same
mistake
Educate
Educate
(less
paDent,
disappointed)
Helpless,
disappointed
Use
violence
CONSUMER TRUTH

12. Same
mistake
Not
differenDate
between
right
and
wrong
yet
(although
they
have
been
taught
before)
Desire
to
explore
the
world
Parents
need
to
be
paDent
to
guide
and
lead
their
children
precisely
Parents
need
to
understand
children,
change
their
minds,
behavior
to
educate
children
effecDvely
Why
Why
Why
is
that
important?
Why
is
that
important?

13. Glenn
Doman
senses
and
neurological
development
Froebel
Playing
is
the
highest
expression
Montessori
A
carefully
prepared
environment
FuncDonal
benefit:
Children
developing
in
a
non-­‐violence
educaDng
environment
EmoDonal
benefit:
Parents
feel
relived
Understanding
and
mental
method
Skills
and
framework
BRAND ROLE

14. CUSTOMER
INSIGHT
”
Parents always put
anticipations on their
children but they couldn’t
understand them well.
This results in losing
hope and temper when
kids do something
wrong. Therefore, they
need a non-violence
educating method to
educate their children
themselves to meet the
expectations.

15. DRIVER
Using non-violence
educating method to
assure their children
will meet the
expectations
BARRIER
Lacking awareness of
the importance of
understanding in
educating children

16. APPROACHING
AWARENESS EXPERIENCE AMPLIFY
Parents need to
understand
children before
educating them
Trial course to
experience how
method works
Attract other
people

17. LEARNING
CHILDREN
BEFORE
EDUCATING
CHILDREN
“Only by understanding and learning
from your children
can you educate them”

18. DEPLOYMENT PLAN
Only Shichida
offer the benefit
Attract other
parents
Viral clip Trial Course Photos and stories
shared on Fanpage
Hotline, fan page,
website,
influencers, PR
Articles, manual
Standees, banners,
leaflets, forum,
banner ads, fan
page, website
Influencers, PR
Articles, website
“Have you ever
thought that you
didn’t understand
deeply, truly your
children?”
“Only Shichida
own this value”
“We changed.
How about you?”
PHASING
OBJECTIVE
KEY
MESSAGE
KEY
HOOK
TACTICS
Trigger
01/03-22/03/2015
Experience
23/03-10/05/2015
Amplify
11/05-31/05/2015
Parents realize that
they need to
understand to teach
their children

19. VIRAL CLIP

20. TRIAL
COURSE
Timeline
4 courses in Ho Chi Minh, Ha Noi
2 courses in Da Nang
1 course in Hue, Hai Phong, Can Tho
Content
General test
Overview about the course
Some advices from experts
Grouping
Discounts
Experts from Shichida

21. Amplify
Photos and stories shared on Facebook, Website

22. OBJECTIVES KPI
In 3 months, rate of abused
children drops from 73,8% to
68,8%
Parents change educating
methods
Market research company
In three months, achieve 16
billion Sales
50% parents knows about the
brand
30% parents asks about the
courses
7-10% parents signs in the
courses
Number of articles
velocity of spread
Viewers, subscribers
Number of activities, courses
Number of participants

23. Trigger
1,5
BILLION
Experience
3
BILLION
Amplify
PHASING
0,5
BILLION
KEY
HOOK
TACTICS
Viral
clip:
800
million
Trial
Course:
2
billion
Photos
and
stories
shared
on
Fanpage:
300
million
Manual:
200
million
Hotline:
100
million
Fan
page,
website,
influencers,
PR
ArDcles:
400
million
Standees,
banners,
leaflets:
500
million
Forum,
banner
ads,
fan
page,
website:
500
million
Influencers,
PR
ArDcles,
website:
200
million

24. THANK YOU FOR LISTENING