Marketing Strategy for VGCFOCUSED ON JAPAN & CHINA MARKET

SHIRLEY LI 2014-4

Market Segmentation:GEOGRAPHIC: JAPAN AND MAINLAND CHINA, BIG MAJOR CITIES

DEMOGRAPHICS:

YOUNG INTERNATIONAL STUDENTS UNDER THE AGE OF 20 AND THEIR PARENTS

PSYCHOGRAPHIC:

CURIOUS ABOUT THE NORTH AMERICA/CANADA CULTURE,

LIKE TRAVELLING,

WANT TO IMPROVE THEIR ENGLISH LANGUAGE SKILLS AND GO TO CANADA COLLEGE

Core competency/ Differentiator:TOP ACADEMIC LANGUAGE SCHOOLS IN VANCOUVER

COMPLETE CANADIAN ENGLISH EXPERIENCE

SPECIAL CURRICULUM

“VGC LANGUAGE SCHOOL OFFERS A UNIQUE PROGRAM CALLED GLOBAL ENGLISH (A HYBRID OF GENERAL ENGLISH AND ACADEMIC SKILLS).”

On line marketingWebsite1. WEBSITE:

LAYOUT: PROFESSIONAL LOOK, SIMPLE AND CONCISE, CATCHY CONTENT, LET THE TARGETS (STUDENTS AND AGENTS) EASY TO FIND WHAT THEY WANT, LIVE CHAT(CONVERSION),

RICH BUT USEFUL CONTENT (ARTICLES, PICTURES, VIDEOS)

AVAILABLE IN DIFFERENT LANGUAGES

STUDENT TESTIMONY: VERY IMPORTANT TO BUILD TRUST

CATCHY SOCIAL MEDIA ICONS

On line marketingSocial MediaSMM: (ON LINE PRESENCE, IN LOCAL WEBSITES AND LOCAL LANGUAGES)

NORTH AMERICA: FACEBOOK TWITTER YOUTUBE(VIDEO MARKETING) LINKEDIN PIN INTEREST BLOGGERS, GOOGLE PLUS, WIKI

JAPAN: FACEBOOK(16MILLIOM) AND MIXI(25MILLION), TWITTER(30MILLION), TUMBLR, FLICKR

CHINA: RENREN,KAIXIN,DOUBAN(82MILLION),WEIBO(40MILLION), YOUKU, TUDOU(214MILLION), BAIDU BAIKE

On line marketingSearch EngineSEO: (KEY WORDS, PAY PER CLICK, BACKLINKS)

GOOGLE

YAHOO! JAPAN

BAIDU

Relationship MarketingGovernment1. EDUCATIONAL ORGANIZATIONS, GOVERNMENT SITES:

MARKET ANALYSIS, GET INFORMATION

BUILD ON LINE PRESENCE/SHOW OUR NAME IN GOVERNMENT SITES LIKE WELCOME BC, JAPAN/CHINA OFFICIAL SITE

Relationship MarketingAgents2. AGENTS (VENDORS):

FIND THEM IN

SCHOOL FAIRS,

ONLINE,

EDUCATION CONSULTANT ORGANIZATION (FELCA, ALDO),

REFERRAL

COLD CALLING/EMAILING

Relationship MarketingAgents2. AGENTS MANAGEMENT:

FREQUENT COMMUNICATION, TIMELY RESPONSE

MANUAL, BROCHURES, VIDEO AND TRAINING

ROLE, RIGHTS AND DUTIES

FINANCE AND PAYMENTS

EVALUATION: LOYALTY PROGRAM

AGENT VISIT, LASTING RELATIONSHIP

Relationship MarketingStudents3. STUDENTS:

EDUCATION FAIRS,

ADVERTISING,

DIRECT MAIL,

SEMINAR

Relationship MarketingPartnership with School:4. SCHOOLS

ELEMENTARY,

MIDDLE SCHOOL,

HIGH SCHOOL

OthersREFERRAL PROGRAM

CUSTOMER SATISFACTION, WORD OF MOUTH, INCENTIVE

ON LINE AND OFFLINE ADVERTISEMENT, PRINTED MEDIA

BLOGGERS OUTREACH

MARKETING MATERIAL: KEEP IT SIMPLE, MULTI-LANGUAGE

SPECIAL PROMOTION & SALES

Competitor analysis:CANADIAN

JAPANESE

CHINESE

4PPRODUCT:

PRICE:

PROMOTION:

PLACEMENT: