The Market BackgroundTHE MARKET BACKGROUNDBACKGROUND

People, especially teenagers living under various impacts of the modern world, might have forgotten the true feeling of receiving a handwritten letter on their special days. Now with the development of Internet and many social networks, we are getting used to the fact that a congratulation or a happy birthday wish could be sent online with requiring people to meet face-to-face. While this is convenient for people living far apart each other, it has also lessen the meaning and feeling behind those typed words. On the occasion of the approaching Teacher’s Day, many people are wondering what to give their teacher to show their gratitude and appreciation.

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ABOUT TIKI:

The Market Background

Market survey :Online survey was sent to 150 people

Depth – interview :50 peopleOther ideas are searched on website forums.

The result:62,4% said that they would give presents for teacherson Teacher’s Day 20/11

38,6% did not have any plan because + nervous when meeting + geographic problems + ……….

Especially, 17% of 38,6% those people who

didn’t have any plan said that they could not find a present thatis meaningful enough

THE MARKET BACKGROUND

TARGET CUSTOMERSTUDENTS …. In age group: 16-25

In urban areas who are constantly exposed to the Internet

Income : average and above average

Having desire to express appreciation to their teachers on Teacher’s Day 20-11

CAMPAIGN’S TARGETIncrease the amount of people wanting to buy

Tiki’s books for their teachers by 20%

Increase Tiki’s brand awarenessMake Tiki the first brand that comes to customers’

mind when thinking about buying presents for teachers

Increase sales by 15%

INSIGHTI’m wondering whether my teachers

remember me or not :?

My budget is not big enough for an expensive and meaningful present

I don’t have enough time to select and prepare a present

I can’t find a good present for my teachers

HOWEVER

The most valuable present doesn’t come from the store or the

money. “They come from your heart as

a reflection of the care and appreciation

you feel for your teachers on Teacher’s

Day”

THE BIG IDEAConcept:

One word – Millions of thanksOur idea and message:Teachers who have inspired us and encouraged us to develop freely in our own ways. One of

the best and very first things a teacher teaches us is our own handwriting.

It is a small present, yes, but it’s a present full of meaning and love from your heart.

THE STRATEGY OUR STORY: “THE

HANDWRITING”

The story tells about Khanh – a retired

teacher and his very special treasure: the old handwriting of

Trang, a student who had left a deep

impression in his teaching life.

Trang’s handwriting changed Khanh’s

thought about the true meaning of the

relationship between student and teacher.

Through out the story, people will see how much a

student’s handwriting words mean to the teacher.

Words written by the student’s very own hand are

the symbol of love and appreciation given to

teachers. People will then realize the best present for

their beloved teachers is wishing words by their own

handwriting.

THE STRATEGY Step 1:

Introduce Clip “The Handwriting” on

Media Channel,TVC, PR articles,…

Through the image of the Handwriting words, remind people of the meaning of

Teacher’s Day, the important role of teachers in their life

and encourage them to express appreciation to the

teachers

Step 2:Organize the

“Thanks a teacher”

competition on Fanpage tiki.vn,

encouraging the act of writing one’s own

thank you words for the teachers.

Step 3:Share meaningful

stories, images and quotations about the relationship between students and teachers on social networks to support the message

“One word – Millions of thank you”

Big IdeasCONCLUSIONConclusion

A word you write thousand thanks you give

Thank you5P

Five People Fighting