Young Marketers 3 - Semifinal - GAKU

OUR BIG IDEA

THE GIANT CLOCK

What are we selling?

8-HOUR INVESTMENT FOR YOUR

CHILD’s LIFETIME ACCOMPLISHMENT

by GAKU from RMIT

CONTENTI. Situation

II. Brand

1. Overview

2. Differentiation

III. Objectives

IV. Market

1. Segmentation – Targeting

2. Consumer Insight

V. Big Idea

VI. Deployment Plan

VII. Budget Allocation

I. SITUATION

I. SITUATION

1. Overview Core ValueLove – Compliment – Recognition

MissionFulfillment of future generations’ potentials

ProductParent course, 8 hours, 500,000VND/familyContent:

Quiz for kidShichida methodReality practice

II. BRAND

Method Glenn Doman Montessori Kyna Shichida

Objective

Brain

development

Early age

Learn by senses

Interrelations

Encourage

independence

→Adaptability

Education

without violence

Embracing kids’

uniqueness

→appropriate

education

→ Full poten als

OriginAmerica

180 countries

Italy

100+ years

Vietnam

1+ years

Japan

35+ years

ContentLanguage

Simple maths

Language, maths,

cultures, soft-skills

Rules of appraisal

Manners

Quiz for kids

Shichida method

Reality practice

2. Differentiation

III. OBJECTIVES

Objectives Business Social

Short-term VND16bil50% Brand Awareness30% Engagement32,000 Registrations

5% decrease

Long-term VND64bil80% Brand Awareness50% Engagement128,000 Registrations

15% decrease

1. Segmentation IV. MARKET

In-depth InterviewSample size: 30 Careless

Parents7%

Parents-Know-Best

7%

Tiger Parents

13%

Nurturers26%

Instinct Parents

47%

1. Segmentation IV. MARKET

In-depth InterviewSample size: 30 Careless

Parents7%

Parents-Know-Best

7%

Tiger Parents

13%

Nurturers26%

Instinct Parents

47%

Target Market: Instinct ParentsDemographic

25 - 35, BC+Female , education 12+Family size: first child <12 years old or

currently pregnantGeographic

6 big citiesPsychology

Constantly stressed, fast pace of lifeExpectations on kids

BehavioralNo clear parental direction: natural mother hood, follow instinct

Key Drivers:LoveExpectations

Key Barriers:Time constraintConfusion

Confession of an Instinct Parent

Look for other alternatives

Violence as last resort

Stress from work

Violence again

Violence has

immediate

impact when

my kid

wouldn’t listen

INSIGHTI’m always under pressure and short of time so

I want a simple way to make my kid listen

to my lesson immediately without violence so that he will actually learn.

BRAND ROLE

Kids understanding

→ effec ve communica on

→ powerful lesson

→ full development

STRATEGY

Southern-focused

Testimonials & real stories

Partnership with schools

Timeline:

THE GIANT CLOCK8-HOUR INVESTMENT

FOR YOUR CHILD’s

LIFETIME ACCOMPLISHMENT

OUR BIG IDEA

Key message

8-hour Shichida course ensures effective

communication of your parental

lessons, instead of using violence.

VI. DEPLOYMENT PLANPHASE 1: Trigger

PHASE 2: Experience

PHASE 3: Amplification

Desired Response

I realize that violence negatively affects my

child's future

I am aware that Shichidawill help me understand my kid and effectively

communicate.

I want to enroll for Shichida class

Key hook The Giant Clock School Event Storybook

Other tactics

Viral videoPR articles

Digital Endorsers

Opinion LeadersDigital SEM

MeasurementParticipants in activation

Digital rateRegistration

Participants in school event & Sample class

Digital rateRegistration

RegistrationDigital rate

Phase 1: Trigger The Giant 8-hour Clock Models

Other tacticsViral videoPR articlesDigital

Phase 2: ExperienceSchool event: 8 Starting Points to A Great Future

Other tactics: Opinion LeadersDigital

Phase 3: Amplification Storybook: 8-hour Investment and The Real Stories

Other tactics: SEM

Phase 1Trigger

Phase 2Engagement

Phase 3Amplification

Scale 20 clocks,100 visitors/day

70 events300 attendees/

event

70 schools2000

parents/school

ReachKey hook 120,000 21,000 140,000

Other tactics 400,000 80,000 60,000Total 500,000 100,000 200,000

Registration 10,000 15,000 7,000Convert

Rate 1/50 1/7 1/30

VII. BUDGET ALLOCATIONTOOLS COST (USD)

PHASE 1The giant clocks 30,000Leaflets 3,000Viral video 10,000PR articles 7,000Digital 30,000Celebrities endorsement 6,000

Sub Total 86,000PHASE 2

Opinion leaders 2,000Events 140,000Digital 5,000Sub Total 147,000

PHASE 3SEM 5,000Storybook 10,000Sub Total 15,000Total 248,000

THE GIANT CLOCK8-HOUR INVESTMENT

FOR YOUR CHILD’s

LIFETIME ACCOMPLISHMENT

by GAKU from RMIT

Thank you for listening!