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AGENDA
1. Case review - Objective
2. What does CONSUMER need?
3. How are they serving that need in THE MARKET?
4. Our solution – OUR PRODUCT
5. Our Brand
6. Holistic Marketing Plan
7. Launching Plan
8. Evaluation
NOTICE In this presentation, we use a term “X-abled people” or “people
with X-abilities” which replace with “disabled” or “disability” – to
enhance the meaning from our mission “Make a world of diversity,
not disability” – “X” is just one in 24 alphabets, and their ability is
one in the diversity of human ability as well.
CASE REVIEW
The 5% unemployed X-
abled
are at the
working age (15-50)
overcome the
unemployed status
Provide a suitable
product/ service
GET WHO TO BY
OBJECTIVES
- 1st year: 30% get trial - After 3 years:
+ 30% target became loyal; 50% target
purchase frequently, at least 3 times/ year
+ Reach the average yearly revenue: 150 billion
VND
- After 3 years:
+ Reduce negative prejudice from 60% to 40% + Reduce the unemployed ration from 30% to 25%
OUR CONSUMER Who they are – Their DRIVER – Their BARRIER
WHO THEY ARE GROUPING & PROFILING |
Easing pain Progressing
Ac
hie
vin
g
Co
nte
nte
d
FIGHTER SOCIAL CLIMBER
CONSERVATIVE THE ACCEPTER
INITIAL SEGMENTATION
FIGHTER SOCIAL CLIMBER
THE
ACCEPTER
CONSER
-VATIVE
“I am a tenacious person
who has severe disability
but does not give up. I am
respected by the society.”
“I do not give up but try to
achieve my goals in life just like
people without disabilities.”
“I accept my disabilities and my
dependence on others, keep
staying in my comfort zone”
“I have disability and rather
defeated by it. I do not live
socializingly with people.”
Segment size: 0.44% Segment size: 2.7% Segment size: 67.96% Segment size: 28.9%
Segment Demographic
Profiling
- Age: 30+
- Male dominant
- Income: AB
- Disability level: 4+,
innate or injured for
more than 10 years
- Education: 12+
- Currently using: both
easing products and
progressive ones
Segment Demographics
- Age: 18 - 30
- Balanced gender
- Income: ABC+
- Disability level: 1-3, innate
or injured for more than 10
years
- Education: 12+
- Currently using: progressive
products
Segment Demographics
- Age: 15 - 50
- Balanced gender
- Income: BCD
- Disability level: 1-3, NOT
innate
- Education: can read and
write
- Currently using: progressive
products
Segment Demographics
- Age: 30 - 50
- Balanced gender
- Income: CD-
- Disability level: 4+, NOT
innate
- Education: can not read
and write
- Currently using: easing
products
Through DRD organization, we have contacted 200 families with disabled people, both urban and rural to conduct a FOCUS GROUP and a
QUANTITATIVE RESEARCH to define segments of the market, as well as having a glance on their
U&A, in order to further finding the insight.
We pick THE ACCEPTER as our CORE TARGET
They have the biggest size They are capable of working, even handiwork
Their TENSION
THERE COMES VANITY DEMANDS, WHAT I
JUST BURY UNDER MY SILENCE FOR
BELIEVING THAT I DO NOT HAVE THE RIGHT TO ASK, AS A USELESS
BURDEN ON THEIR TIRED SHOULDERS.
I accept my dependent life,
clinging on my kin for
even my most basic needs.
I want to break out of my dependence, my uselessness, earning
and achieving my own needs
MOMENT OF TRUTH
Barrier question
What barriers did the employed overcame?
What barrier preventing the unemployed from being employed?
From our focus group, we learnt…
My journey of getting current
job has 4 stages BREAK THE ICE
– KNOW MY ABILITY – WHERE
TO START – KNOW THE PATH
“To overcome myself and
become a worker, a person who
accept disabilities like me did
need SOMEONE to guide me
through every stages
I really needed a lot of help from my friends
Drivers and Barriers on the Employment journey
The difficulties they
had to face
How they overcome
it?
Self - Discouraged
Encouraged by S.O
Clueless
Discovered by S.O
Confusing
Guided by S.O
Lack of experience
Empowered by S.O
BREAK THE ICE KNOW MY ABILITY WHERE TO START KNOW THE PATH
A helping hand is crucial
The MAGIC of PEOPLE’S HELP
ACCORDING TO UNIVERSITY OF NORTH CAROLINA
• The help itself is an encouragement
• They can serve as role models to the other
• Very cost effective
• Create a safe haven
BUT …
EVEN WHEN THEY CAN BE HELPED, they are not willing to be.
They do not believe that the helper can understand their
problem, their pains, their unique situation.
THE SOLUTION FOR THEM
IS AN INSIGHTFUL HELPING HAND TO ENCOURAGE, GUIDE AND OFFER THE
OPPOTURNITY TO BREAK OUT
OF DEPENDENCE.
OUR CATEGORY X-abled people employment community is our category
How is the category serving this need?
Must not be WELL, because…
Only 2.5% are helped to be employed
70% X-abled people do not
have a permanent job
67.5% are left
OUR PRODUCT
The Specialized Employment Network For X-abled People on Mobile phone
GURU A person who
guide you through and
BEYOND words in every aspect
of your life
LOGO Ending with an arrow shape – representing
the continuous DEVELOPMENT and FOLLOW-
UP CIRCLE
NETWORK The more
friends and community the disabled have,
the higher chance they
can find a job
MOBILE 86.7 % the disabled
have a
mobile
phone*
* Self-research, nationwide, N=200
OUR PRODUCT PORTFOLIO – VIA USER’S EXPERIENCE | Be
Encouraged
POOL OF
EMPLOYMENT
Ability Discovered
Guided 1st step
Ability Training
Get a job
Career path Empowered & Follow up
SHARINGS by Gurus, users,… on their profiles
Online TEST & Offline test with certificate
ASK on user’s profile, ASK group,
or ASK gurus
OFFER JOB OPPORTUNITIES Shared by network or employers
ONLINE & OFFLINE TRAINING By Gurus
GURU TRAINING
ONLINE & OFFLINE TRAINING By Gurus
GURU NETWORK
GURU TRAINING
GURU TRAINING
GURU OPPORTUNITY
GURU TRAINING
Turning point to become the next
GURU
OUR PRODUCT PORTFOLIO ROLES |
GURU OPPORTUNITY
GURU NETWORK
Generate near-term profits;
GURU TRAINING
Establish credentials to be a growth engine in the medium term
MAIN SOURCE OF BIZ Generate significant volume & profit growth
PILLARS
SHARINGS by Gurus, users,… on their profiles (Subscribe)
Online TEST & Offline test with certificate
ASK on user’s profile, ASK group, or ASK gurus
ONLINE & OFFLINE TRAINING By Gurus
OFFER JOB OPPORTUNITIES Shared by network or employers
ATTRIBUTES BUSINESS ROLES EQUITY ROLES
BASE OF OTHERS PILLARS
ENHANCE BRAND EQUITY AS A TOTAL SOLUTION
ENHANCE BRAND EQUITY AS A TOTAL SOLUTION
GOVERNMENT CONFERENCE All issues related to Right for the DP (Law, policies,…)
Establish credentials EQUITY BUILDER
OUR PRODUCT SOURCE OF BUSINESS |
OUR SOURCE OF BUSINESS
MAIN SOURCE
GURU TRAINING
SUB SOURCE
GURU ADS SUB SOURCE
JOBS BROKER
SUB SOURCE
SUBSCRIBE
OUR PRODUCT SOURCE OF BUSINESS |
WHY GURU TRAINING BECOMES MAIN SOURCE?
86%* employed x-abled people confirm that they need further training to improve
their abilities at work
* Self-research in HCMC, N=100 ** AusAID research, 2011 – N = 4000 *** Self-research, nationwide N=200
2.000.000 VND** is the average monthly salary of employed
x-abled people They’re absolutely able to afford a
training course
WHY CLIENTS PURCHASE GURU ADS?
4.000.000 VND*** is the average yearly CPC
(consumption per capita) of x-abled people
Categories that x-abled people consume: - Healthcare/ Medical/ Pharmacy - FMCG - Education (specialized) - Electric elements/ Hi-tech products - Home appliances - Assistant tools
The Specialized Employment Network
For X-abled People
TOTAL EMPLOYMENT SOLUTION Guideline, support, training, connect for employment
ACCEPTER X-ABLED PEOPLE
15-50
- Total solution - Follow-up
network - Accessible to
everyone - Self-tailored
- Technology advantage
- Strategic partners
Provide what NEED
To WHOM
Differentiated by
Reason to believe
OUR PRODUCT PRODUCT POSITIONING |
STRATEGIC PARTNERS
GOVERNMENT
EMPLOYERS NGOs
OUR PRODUCT PRODUCT POSITIONING | RTB |
AN IMPACTFUL CO-OPERATION TO STRENGTHEN THE POWER OF MAKING CHANGES TO X-ABLED WORKFORCE
OUR BRAND BRAND IDEATION |
BRAND ESSENCE
EMPOWER X-ABLED
WORKFORCE
Category
Truth
Product Truth
Consumer
Truth
OUR BRAND BRAND PYRAMID |
EMPOWER X-ABLED
WORKFORCE
TOGETHER WE RISE
TOGETHERNESS
ACTIVITIES
BRAND BIG IDEA
COMMUNICATION BIG IDEA
ACTIVATION PLATFORM
OUR PROSPECT
DENMARK has the highest EMPLOYMENT RATE
(70%)
AND their disabled people organisation are
strong and connected under the umbrella of
DPOD
HOLISTIC MARKETING PLAN
EMPOWER X-ABLED
WORKFORCE
CHANGE PERCEPTION
CHANGE THEMSELVES SUSTAINABILITY
- Have job No more useless - Strong communication base 60% - 40% social prejudices
WE OFFER FOLLOW-UP, CONTINUOUS EMPOWERMENT
Growth of Business
Gain more 5% employed Independent
BRAND VISION |
HOLISTIC MARKETING PLAN
2015 2016 2017 2018
Business Obj
10 bils VND Gain awareness of 50% Gain trial of 30% awareness
20 bils VND 40 bils VND 60 bils VND 30% target loyal 50% target consume >3 times/ year
MKT Obj
Introduce product to 50% urban target Successful sampling to 15% urban target
Maintain 30% urban users Recruit more 20% urban & 10% rural users
Maintain 50% urban & 10% rural users Recruit 20% urban & 40% rural
Maintain 30% frequent users of TRAINING Loyal
MKT Strategy
Launch Hero: GURU Network Launch GURU Training Source of business Launch GURU Opportunity
Double frequency by enhancing content of training Establish Job-broker Launch Online & Offline Seminar Launch ads
Double frequency by enhancing content of training Launch Career fair Launch Government conference
Enhancing the content of training
2015 2016 2017
20% AC (urban)
We have been there
Aware, Trial -> be confident
Traditional
46,5% AC 30% CON
We follow your employment journey
More than a haft of 15-
50 yo DP experience GURU -> join the journey
of employment
Traditional, internet
TAR
GET
KEY
MESSA
GE
30% AC (double frequency)
We will help you
out
Share to other
Compro-miser
Traditional
>50% CO
37,5% CON
We empower
you
Love
GURU
Traditional, internet
>50% CO
46,5%
CON
We
welcome
you back
as
empowerer
Be partner with GURU
Traditional
, internet
Aware & trial
Personalize evangelize Under-stand
DESIR
ED
RESP
ON
SE
KEY
CH
AN
NEL
LAUNCHING PLAN
OBJEC-TIVE
30%
X-abled people in the segment
of ACCEPTER in urban areas
Be aware of
and try GURU
A
communication campaign across TVC, RADIO and ACTIVATION
GET WHO TO BY
TARGET AUDIENCE
ACCEPTERS aged
16-35, mostly in
urban areas
Open to
communication
GURU
BARRIER DRIVER
Tendency of
remaining alone
Hesitation to ask
for money
The push of their
relevant peer
Financial
supporting
NO ONE CAN
FEEL OTHER’S
PAIN.
I AM AN ACCEPTER WITH A TOO
IDENTICAL PAIN THAT DO NOT
BELIEVE IN UNDERSTANDINGS. THAT
MAKES ME SUFFER.
BRAND MANIFESTO
Connect you
with the X-abled
people that are
most relevant to
your situation
BIG IDEA
WE HAVE BEEN THERE
KEY MESSAGE On GURU, you are not alone
85% families with X-abled people have TV
45% families with X-abled people have radios
On-ground evidence for our product
86,7% X-abled people have mobile phone
CONSUMER TOUCH POINTS
TV RA-DIO
MO-BILE
ACTI-VA-TION
SOURCE: Viện nghiên cứu Phát Triển xã hội và khảo sát
Trigger SEP
Experience OCT - DEC
Advocacy DEC-JAN
Trigger their need to find sympathy
Let them experience finding the most
relevant peer through GURU
Celebrate the change when they
find each other
There are people out there who shares your
pain Let’s experience
Let’s celebrate the beautiful result of the
action
TVC SAMPLING JOURNEY FIELDTRIP EVENT
Radio advertising SMS advertising
Radio show SMS interaction
Radio reportage News reportage
PHASING
OBJECTIVE
KEY MESSAGE
KEY HOOK
SUPPORTING TACTICS
TVC A 30s TVC where 2 X-abled people (one is employed, one is not) stays separately
in 2 black booth, telling their employment stories, realizing
how identical they are. Ending: He has been there, just like you. On GURU, you
find him.
SAMPLING We organize booths at X-
abled people’s gather places for them to try GURU via interactive machine. The
booth is well equipped for
different types of disability. Message: try GURU, find your most relevant path. Besides, to reach them more directly,
we call and send SMS.
EVENT
We organize an offline event for those you got help from
GURU network to meet and share experience, playing
together game, establishing our 1st step in empowering X-
ability community
Evaluation process
Pre-Launch Launching Post- Launch
Concept Test Packaging/ Price Test CPT
TVC performance test STM Total offer tests
Purchasing behavior NPS Penetration Loyalty Market share Operational factors Relative price Share of media Distribution Consumer mind Levels of brand awareness Claimed Purchase & perceived image Quality Consumer complaints
EVALUATION
SUM UP
The Specialized Employment Network For X-abled People on Mobile phone
A Brand promises to Empower X-abled Workforce For Accepter X-abled, to get a job, to be less dependent. Trust us with our Strategic Partners + Technology “Together, we rise” Join GURU