ivory coast / case analysis presentation (emerson college)
TRANSCRIPT
3teampresents
It is not a typo, it is French.
F o r I V O RY COAST
brand managementf i n a l p r o j e c t
Yamoussoukro (capital)
Abidjan(largest city)
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
Yamoussoukro (capital)
Abidjan(largest city)Developing*Country
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
Yamoussoukro (capital)
Abidjan(largest city)
InhabitantsMillion91
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
Yamoussoukro (capital)
Abidjan(largest city)
Speak*French*Inhabitants
Million91&*English
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
Yamoussoukro (capital)
Abidjan(largest city)
Agriculture
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
Laurent*Gbagbo2010**President
Alassane*OuattaraOpponent
about ivory coastcivil war
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
By*2011,*the*violence*evolved*into*a*civil*war*–*3,000*people*killed
Today*violence*is*still*very*much*alive
coastIvory
Poverty*Line
More*than*a*fifth*of*the*population*living*below*the*poverty*line.
civil war
More*than*a*fifth*of*the*population*living*below*the*poverty*line.
about ivory coastcivil warabout ivory coastcivil war
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
InhabitantsMillion91
Mobile Subscriber LinesMillion51 8.
about ivory coasttelecommunications
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Rural AreasMajor Cities
about ivory coasttelecommunications
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
EducationPoor*Quality
Primary*School Secondary*School University
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Primary*School Secondary*School University
in*September*2012Reopened
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Primary*School Secondary*School University
Many*Primary*and*Secondary*Schools
Remain2Closed
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Primary*School Secondary*School
University
22222222222222222222Children2Waiting*to*Return*to*School800,000
about ivory coasturgent issue: educationabout ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
about ivory coasturgent issue: education
One*out*of*two*children*between*the*ages*of*6*and*11*years*old*does*not*have*access*to*primary*education.
coastIvory
Primary*School
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
about ivory coasturgent issue: education
South
NorthAttendanceSchool
66%27%48%
67%
Rural*Areas
Urban*Areas
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
needurgent issue: education
To Improve t he Infrastructures of School Buildings To Get More Teachers and
Educational Materials
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
aThe*Right*to*Basic*Education
needurgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
need
60%less*than
of*primary*schoolUaged*children*enroll*each*year
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
urgent issue: education
Unknown
SOLUTION
Known
Unknown
Unknown
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
SOLUTION
Cercle Lire
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
(*Circle*Reading*)
CalendrierContacterMise
MessageInternetAppeler
Musique Caméra
SOLUTION
Cercle Lire
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
NeigeSnow
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
LE2FÉMININ2DES2NOMSun*mot*special*:
un2homme2–*une*femme
un2garçon2–*une*fille
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Je*l'ai*connu*quand*il*avait*15*ans.*J'ai*su*tout*de*suite*que*c'était*le*bon.*Je*ne*pouvais*l'expliquer*mais*je*le*savais.*Mes*parents*ne*me*laissaient*jamais*sortir.*
Ainsi*nous*devions*toujoursnous*voir*en*cachette.*Mes*parents*ne*savaient*pas*mais*remarquaient*que*quelque*chose*n'était*pas*normal.
Le*Bon
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Bonjour,*madame,*estUce*que*je*pourrais*vous*renseigner?*
“
”
Oui,*ce*tableau*m'intéresse.
“”
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
N
TEST203E I G E
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
target audience
Children*who*are*between*6 -*12*years*old*living*in*rural*areas*of*Ivory*Coast
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
positioning
Quality*Education*through* Innovative*Technology
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
INGREDIENT BRANDING
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
INGREDIENT BRANDING
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Cercle Lire
INGREDIENT BRANDING
Similar*mission*Advocate*for*education*Partnership*with*UNICEF
WellUknown*brand
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Cercle Lire
objective
TchelibeguevogoVillage
75%*of*children*between*6U12*years*old*in*Tchelibeguevogo
To2Engage2ShortTerm
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
objective
TchelibeguevogoVillage
75%*of*children*between*6U12*years*old*in*Tchelibeguevogo
75%*of*children*between*6U12*years*old*in*Ivory*Coast
To2Engage2
To2Reach2
ShortTerm
LongTerm
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
message
Radio*Al*Bayane
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
message
Current*education*Need
situation*and*issues
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
message
Current*education*
Connecting*communities*
Need
Solution
situation*and*issues
through*the*power*of*knowledge
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
message
Successful*Precedent
2005*U*2007Community*radio*stationsIncrease*in*school*attendance
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
message
Radio Television
40% 1%
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Distribution
General*lack*of*commerce*and*retail*centers*across*the*country
Rural*setting*of*Tchelibeguevogo
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Distribution
�Free
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Distribution
Experienced*and*Respected
Back*to*School*Initiative*with*the*Ministry*of*Education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
CalendrierContacter
Mise
Message
InternetAppeler
Musique
Caméra
Operator
14:45
distribution
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
CalendrierContacter
Mise
Message
InternetAppeler
Musique
Caméra
Operator
14:45
distribution
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
cercle launch
The*Cell
Tchelibeguevogo*Village*
Snowball*Effect
Urgent*Needs
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
Santa in Ivory Coast
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
snow
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
TchelibeguevogoVillage
geographic expansion
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
TchelibeguevogoVillage
geographic expansion
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
TchelibeguevogoVillage
geographic expansion
Abidjan
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
korhogoferkessedougou
dabakala
bouake
katiola
daoukro
dimbokro
adzope
abengourou
agboville
divo
gagnoa
lakotasoubre
san-pedro
danane
man
bouafle
zuenoula
mankono
daloa
seguela
touba
boundiali
odienne
tingrela
yamoussoukro
sassandra dabou abidjan
bondoukou
bouna
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
korhogoferkessedougou
dabakala
bouake
katiola
daoukro
dimbokro
adzope
abengourou
agboville
divo
gagnoa
lakotasoubre
san-pedro
danane
man
bouafle
zuenoula
mankono
daloa
seguela
touba
boundiali
odienne
tingrela
yamoussoukro
sassandra dabou abidjan
bondoukou
bouna
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
primary & secondary Schools
Cercle Lire Cercle Math CercleScience
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
primary & secondary Schools
Cercle Lire
universities
Cercle Math CercleScience
CerclePsychologie
CercleAgriculture
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Governmentsupported
website
télécharger*/*download
CalendrierContacterMise
MessageInternetAppeler
Musique Cercle LireCaméra
Cercle Math CercleScience
CerclePsychologie
CercleAgriculture
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
questions?
THANK YOU
merrychristmas
early