team #: matthew k. fox, ravi kolipaka sunny nayyar, alexandria papa hult global case challenge 2012...
TRANSCRIPT
Team #: Matthew K. Fox, Ravi Kolipaka Sunny Nayyar, Alexandria Papa
Hult Global Case Challenge 2012Education Track
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“Education is the exit ramp off the endless road of poverty.”-OLPC
Goal• The goal is to provide OLPC tablets to 10 million students in the
next 5 years
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Agenda
• Background• Issues• Campaign• Implementation• Impact
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Background
• What we know:• Each OLPC tablet costs ~$100• OLPC needs on average ~$200M a year for the next 5 years• OLPC financial support has decreased by more than 90%
• Governments in developing countries are facing challenges to raise funds for improved technologies in education.
• OLPC’s stepping up efforts in developing nations in Asia and Africa
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Issues
1. Lack of funding for OLPC2. Limited Government Budget3. Education hurdles
a. Not enough schoolsb. Access to educationc. Lack of trained educators
4. Deployment operations
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Proposed Solution
I Learn With OLPC Campaign
• Innovative cause marketing solution
• Building brand loyalty through corporate sponsorships
• Promote brand awareness • $20 for co-sponsorship
• $120 to sponsor entire tablet and t-shirts6
Why this works?
• Association with Non-Profit improves awareness
• Cost effective way to reach millions of consumers in emerging markets
• Average Cost Per Impression (CPI) of a promotional item is $0.005
• Reduced cost per impression (CPI) of their brand• 9x cheaper than TV, radio and magazine• 62% of people are more likely to buy product• 84% of receivers remember brand name• 85% of receivers retain item 7
Multinational Ad Budgets
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P&G Colgate-Palmolive Unilever Kimberly-Clark Kraft-Cadbury $-
$2
$4
$6
$8
$10
$12
$14
3 year Ad Spending (Billions)
200920102011
• Multi-national corporations• Top consumer product companies that spend on average $10B in advertising
in emerging markets• Country-specific consumer brands with high capital expenditures on
advertising
Implementation Timeline
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Aug 2012Lucknow
and Patna, India
(PRATHAM) and Lagos,
Nigeria (PLP – CGI
Africa)
Dec 2012
Aug 2012 May 2013Before school
starts
Identify Sponsors, NGO/ Partnersand Areas
InitiateOrder OLPC
Tablets
Identify Schools
in Selected
Areas
Train Teachers
Distribute Tablets
to Students
Jun 2013School year
begins
Jul 2013Identify new areas
and prepare for rollout
Replicatein
Other Cities and
Countries
• Improve distribution & deployment operations• Promote development of local entrepreneurs
Impact of Campaign
Win-Win Strategy:• Positive impact on society and children• 400% increase in gross per capita income• 40% increase in life expectancy
• Improved awareness and building of brand loyal
“The ultimate in marketing is a one-on-one relationship with every consumer in the world.…help educate them, and they become productive members of society, the economy will be stronger, more people will be able to buy our products and throughout that life cycle of activity, loyalty will be created.”
Robert McDonald, CEO P&G10
http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF
Thank You• Questions?
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References
1. http://www.qualitylogoproducts.com/lib/roi-of-promotional-products.htm2. http://ezinearticles.com/?Screen-Printed-T-Shirts-Have-Incredible-ROI&id=43123073. http://www.asicentral.com/asp/open/Research/impressionsstudy/index.aspx4. http://nonprofitbrandingblog.com/2011/10/nonprofit-branding-cost-impact-and-us
e-of-logo-t-shirts/
5. http://www2.unescobkk.org/elib/publications/TrainingManual/MODULE1.PDF
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More pics
• Nigeria
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CPI CalculationsCost Per Impression 2012 2013 2014 2015 2016
Year 1 Year 2 Year 3 Year 4 Year 5 TotalStudents 400,000 1000000 1800000 2800000 4,000,000 10,000,000
Cost/(Tablet+distribution+training+maintence) $110 $110 $110 $110 $110Total Tshirts 810,000 2,025,000 3,645,000 5,670,000 8,100,000cost/Tshirt $4 $4 $4 $4 $4
Sponsorship Required to pay in full $47,240,000 $118,100,000 $212,580,000 $330,680,000 $472,400,000
Sponsors/Tablets 6 6 6 6 6# of tablets 400,000 1,000,000 1,800,000 2,800,000 4,000,000Proj A Cost / Spot $20 $20 $20 $20 $20
impressions/yr of Tshirts 1170 1170 1170 1170 1170impressions/yr of tablet 520 520 520 520 520cost/impression per spot per year $0.0116 $0.0116 $0.0116 $0.0116 $0.0116
Total tshirt impressions over 1.5yrs 1755Total tablet impressions 5 yrs 2600CPI total $0.0045 14