Download - Marketing strategy for vgc
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Marketing Strategy for VGCFOCUSED ON JAPAN & CHINA MARKET
SHIRLEY LI 2014-4
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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
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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).”
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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
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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
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On line marketingSearch EngineSEO: (KEY WORDS, PAY PER CLICK, BACKLINKS)
YAHOO! JAPAN
BAIDU
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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
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Relationship MarketingAgents2. AGENTS (VENDORS):
FIND THEM IN
SCHOOL FAIRS,
ONLINE,
EDUCATION CONSULTANT ORGANIZATION (FELCA, ALDO),
REFERRAL
COLD CALLING/EMAILING
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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
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Relationship MarketingStudents3. STUDENTS:
EDUCATION FAIRS,
ADVERTISING,
DIRECT MAIL,
SEMINAR
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Relationship MarketingPartnership with School:4. SCHOOLS
ELEMENTARY,
MIDDLE SCHOOL,
HIGH SCHOOL
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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
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Competitor analysis:CANADIAN
JAPANESE
CHINESE
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4PPRODUCT:
PRICE:
PROMOTION:
PLACEMENT: