This document outlines a marketing campaign plan for a Vietnamese brand called Shichida. The objectives are to raise brand awareness of Shichida and its new "Lessons Without Tears" product, which provides a non-violent method for parenting, and to reduce child violence rates. The key target segment is parents who reluctantly use violence to discipline children. The campaign will use viral video clips, online and offline experiences, and events to trigger interest in alternative parenting methods and showcase the product's benefits. Performance will be evaluated based on revenue, applicants, brand recognition, behavior changes, and message sharing.

1. team
UVU
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Case review -Objectives
CONSUMER need –Insight
Brand role
Approaching strategy -Campaign big idea
Deployment plan
Budget
Evaluation
Agenda
2014

3. SHICHIDA
COREVALUE
LOVE-PRAISE-RECOGNIZE
FamilyviolenceinVietnamisgettingmoreandmoreserious
Category
digdeepinsidetheconsumers,findoutaconsumerinsightwhichisservedbestbyShichida. >>>affectthenegativesocialsituation–familyviolence
Product:“Lessonswithouttears”
Functionalbenefit:helpparentstoadjusttheirwayofteachingkidsmoresuitableandnon-violent.
Context
WHY?–AlotofVietnameseparentsthinkthatusingviolenceagainstchildrenisNORMALandalsodisregardthefollowingcriticaleffects.
Early education
A modern way to approach and develop children
Unsolved problem

4. Parents who have childrenor play a critical role in educating children aged from 3-12.
Living in 6 major cities (HN, HCM, HP, DN, CT, Hue). Income BC+
Education level:12+
Business objectives
Target Audience
With 3 months after campaign
Reach the revenue of 16 billion VND
After 3 months
50% target became aware of Shichida & product; 30% get trial
1styear: 7-10% register
Social objectives
After 3 months
Reduce 5% child violence from 73.8% to 68,8%
Take first steps to change the perception of educating children.
Objective

5. Chuyểngiao
INITIAL SEGMENTATION
“I use violence reluctantly to make them follow my direction because idon’t have another choice. “
“I never consider violence as a way to teach my children. In my opinion, understandability is the key to educate a child.”
“I hit my children because of my feeling”
Segmentsize: 64,7%
Segmentsize: 11,7%
Segmentsize: 2,9%
Age: 25-40
Balance gender:
Income: BC+ Education: 12+
Live in 6 big cities
Age: 25-35
Balance gender:
Income: B
Education: 12+
Live in 6 big cities
Age: 30-45
Male dominantIncome: C+
Education: 12+
Live in 6 big cities
“For so many reasons, I let my children do whatever they want”
Segmentsize:
6%
Age: 25-40
Female dominant
Income: BC+
Education: 12+
Live in 6 big cities
THE TRANSFERRING
THE DREAMING
THE VIOLENT
THE EASY
“I want my children to become the one I expected them to be. And I use violence to ensure that.”
Segmentsize:
14.7%
Segment Demographics:
Age: 30-45
Balance gender:
Income: C+ Education: 12+
Live in 6 big cities
THE HEAD
Gia trưởng
Bạolực
Dễdãi
Mơước
Violence level
Direction level
Conduct a quantitative and qualitative research on 34 samples.
Segmentation

6. We pick THE TRANSFERRINGas
ourCORE TARGET
15%
64%
12%
3%
6%
Gia trưởng
Chuyển giao
Mơ ước
Bạo lực
Dễ dãi
This group have the biggest size
Possessing a reluctant attitude towards violence but have not found the appropriate method.
So what is this group’s insight?
And what are their drivers and barriers?

7. CONSUMER INSIGHT
“Lessonwithouttears”
helpparentstoadjusttheirwayofteachingkidsmoresuitableandnon-violent.
Amodernwaytoapproachanddevelopchildren
Doing good for their children is the instinctof every parents. However, teaching kids is a rational training & learning process.
CONSUMER TRUTH
PRODUCT TRUTH
CATEGORY TRUTH

8. SHICHIDA -theInstructor
give parents an insightful solution
“Bai hoc khongnuocmat”:
A modern kids-teaching method which help them to be fully developed.
reason to believe
+ Vietnam Ministry of Education and Training certification
+ The world trusted brand in children education
Brand role

9. Pointoutatruththatparentsarelovingtheirkidsinstinctively,buttobefully-developed,kidsneedamoreeffectivelyrationalmethod.
Approaching strategy

10. CAMPAIGN BIG IDEA
KEY MESSAGE
Xinđừngthươngcon theocảmtính
Don’t love me wrong

11. Nguồn: Nielsen Vietnam
80,8% đốitượngcósửdụngmobile phone
67,3% sửdụngthiếtbịdi độngđểlênmạngmỗingày
???? SỬ DỤNG OTT (VIBER)
50% đối tượng có sử dụng internet
78% sử dụng intennet
mỗi ngày
Mobile
Internet
Đặt booth tại các trungtâmvănhóa, cungvănhóathiếunhi
Consumer engagement
aged 25 –40, living in 6 major cities, open to communication
Communication target
CHUYỂN GIAO
Touch point

12. PHASING
Trigger
-MAR-
Experience
-APR-
Amplify
-MAY-
OBJECTIVE
Trigger their need of finding dạycon khoahọc, đểgiúpcon pháttriển
Let them experiencedạycon khoahọccủakhóahọckonướcmắtcủashichida
Nhấnmạnhsựhiệuquảmàphương phápkhochọc- khóahọccủashichidamanglại
KEY MESSAGE
Đừngdạycon theobảonăng, hãydạycon khoahọc
Let’s experience dạycon khoahọcwith Shichida’sproduct
Let’s celebrateour great kids
KEY HOOK
VIRAL
CLIP
SAMPLING JOURNEY
OFFLINE EVENT
MEDIACHANNEL
PR
Social
Talkshow
PR
Social
Digital
Social
Consumerengagement
Deployment plan

13. “CHO CON ĂN HÀNH”
Length:1min
Content:2differentfamiliesfeedtheirkidswithscallion.
Thescreenisdividedinto2differentaspectsoftreatingachildwhentheydon’tobeytheirparentstoeatscallionwhichdoesgoodfortheirhealth.
Onesideexaggeratedlystudiesbooks, callgrandparentsforhelp,askingexperts’advice.Theothersjustslaptheirkidsandforcethemtoeatwhileshouting:“It’sgoodforyourhealth”.
Clipendswiththetagline:“Pleasedon’tlovemewrong”
Viral clip

14. Offline event
Venue: City women center
Content
Sharing about positive change after applying the course.
Consulting by Shichida experts

15. Consumer engagement
Venue: Culture center, kids playground, etc.
Time: Fri –Sat –Sun
Content: “Lessons without tears” free trial:
Kids philosophy testing
Consulted by Shichida experts
Take-away clip for parents’ home usage: “How to praise/ scold kids right”

16. Viral clip
Pr
Social
Consumer Engagement
Talkshow
Digital
Total (mil)
Phase 1
Trigger
200
500
300
1000
Phase2: Experience
700
300
1500
200
300
3000
Phase 3:
Amplify
300
700
1000
Budget plan

17. PRE-LAUNCH
Concept test
Price test
Receive responses concerning the product (course)
LAUNCHING
Product recognition and preference with viral collection
Check the productivity of booths
The level of response and acceptance of Mobile app
POST-LAUNCH
The revenue
The number of applicant
Course recognition
The positive alternation in customer’s behavior after the course
The preference level and willingness to share the Shichidamessage
Evaluation

18. created by PUVUteam
“Don’t love me wrong”