young marketers 3 - semifinal - flaw-some

FLAW-SOME

Content

Context Overview about Shichida

Objective Segmentation

Consumer truth Brand Role

Customer Insight Approaching

Big idea Deployment plan

KPI Cost  

LEARNING CHILDREN BEFORE

EDUCATING CHILDREN

73,9%  punished with violence

475 suicided 114 died each year

CONTEXT  

1978, established by Makoto Shichida 500 institutes over 25 nations

Basis: positively stimulate development of the brain

23/11/2013, entered into Vietnam

OVERVIEW ABOUT SHICHIDA

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

The  first  course  for  parents  Guideline:  every  child  deserves  to  be  educated  suitable  with  their  ability  No  overusing  violence  Content:  tesDng,  overview  and  pracDce    

“KHÓA HỌC KHÔNG NƯỚC MẮT”

3-­‐12  tuổi  

BC+  6  tỉnh  thành  phố  

SEGMENTATION

TradiDonal  

Modern  

Income  

51,3%  13,1%  

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  

84,1 84,6 78,1 78,7

Studying   Physiological   Health   ProtecDng  from  being  abused  

Aspects parents are concerned about

58,3% children is punished when they make mistakes  

DATA

ExpectaDon  

Mistake   Same  mistake   Same  mistake  

Educate   Educate    (less  paDent,  disappointed)  

Helpless,  disappointed  

Use  violence  

CONSUMER TRUTH

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?  

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

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.  

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

APPROACHING

 AWARENESS EXPERIENCE AMPLIFY

 Parents need to understand

children before educating them

Trial course to experience how method works

Attract other people

LEARNING CHILDREN BEFORE

EDUCATING CHILDREN

“Only by understanding and learning from your children

can you educate them”  

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

DEPLOYMENT PLAN

VIRAL CLIP

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

Amplify Photos and stories shared on Facebook, Website

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

Trigger  1,5  BILLION  

Experience  3  BILLION  

Amplify  0,5  BILLION  PHASING  

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  

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