Young Marketers 3 - Semifinal - GAKU
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This document proposes a marketing plan called "The Giant Clock" to promote an 8-hour parenting course called Shichida. The course teaches communication techniques to help parents effectively teach lessons to children without using violence. The plan targets "Instinct Parents" aged 25-35 who feel stressed and lack direction. It will use giant clocks in public areas to trigger awareness of the issue. School events and digital campaigns will then encourage experience of Shichida's methods. Storybooks sharing real parent stories will amplify registration for the course. The three phase plan aims to increase brand awareness and course registrations over time with a total budget of $248,000 USD.
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Young Marketers 3 - Semifinal - GAKU
- 2. OUR BIG IDEA THE GIANT CLOCK by GAKU from RMIT What are we selling? 8-HOUR INVESTMENT FOR YOUR CHILD’s LIFETIME ACCOMPLISHMENT
- 3. CONTENT I. 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
- 4. I. SITUATION
- 5. I. SITUATION
- 6. 1. Overview Core Value Love – Compliment – Recognition Mission Fulfillment of future generations’ potentials Product Parent course, 8 hours, 500,000VND/family Content: Quiz for kid Shichidamethod Reality practice II. BRAND
- 7. 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 potenƟals Origin America 180 countries Italy 100+ years Vietnam 1+ years Japan 35+ years Content Language Simple maths Language, maths, cultures, soft-skills Rules of appraisal Manners Quiz for kids Shichida method Reality practice 2. Differentiation
- 8. III. OBJECTIVES Objectives Business Social Short-term VND16bil 50% Brand Awareness 30% Engagement 32,000 Registrations 5% decrease Long-term VND64bil 80% Brand Awareness 50% Engagement 128,000 Registrations 15% decrease
- 9. IV. MARKET 1. Segmentation In-depth Interview Sample size: 30 Careless Parents 7% Parents- Know-Best 7% Tiger Parents 13% Nurturers 26% Instinct Parents 47%
- 10. IV. MARKET 1. Segmentation In-depth Interview Sample size: 30 Careless Parents 7% Parents- Know-Best 7% Tiger Parents 13% Nurturers 26% Instinct Parents 47% Target Market: Instinct Parents Demographic 25 - 35, BC+ Female , education 12+ Family size: first child <12 years old or currently pregnant Geographic 6 big cities Psychology Constantly stressed, fast pace of life Expectations on kids Behavioral No clear parental direction: natural mother hood, follow instinct
- 11. Confession of an Instinct Parent Key Drivers: Love Expectations Key Barriers: Time constraint Confusion Violence as last resort Violence has immediate impact when my kid wouldn’t listen Look for other alternatives Stress from work Violence again
- 12. INSIGHT I’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 → effecƟve communicaƟon → powerful lesson → full development
- 13. STRATEGY Southern-focused Testimonials & real stories Partnership with schools Timeline:
- 14. THE GIANT CLOCK 8-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.
- 15. VI. DEPLOYMENT PLAN PHASE 1: Trigger PHASE 2: Experience PHASE 3: Amplification Desired Response I realize that violence negatively affects my child's future I am aware that Shichida will 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 video PR articles Digital Endorsers Opinion Leaders Digital SEM Measurement Participants in activation Digital rate Registration Participants in school event & Sample class Digital rate Registration Registration Digital rate
- 16. Phase 1: Trigger The Giant 8-hour Clock Models Other tactics Viral video PR articles Digital
- 17. Phase 2: Experience School event: 8 Starting Points to A Great Future Other tactics: Opinion Leaders Digital
- 18. Phase 3: Amplification Storybook: 8-hour Investment and The Real Stories Other tactics: SEM
- 19. Phase 1 Trigger Phase 2 Engagement Phase 3 Amplification Scale 20 clocks,100 visitors/day 70 events 300 attendees/ event 70 schools 2000 parents/school Reach Key hook 120,000 21,000 140,000 Other tactics 400,000 80,000 60,000 Total 500,000 100,000 200,000 Registration 10,000 15,000 7,000 Convert Rate 1/50 1/7 1/30
- 20. VII. BUDGET ALLOCATION TOOLS COST (USD) PHASE 1 The giant clocks 30,000 Leaflets 3,000 Viral video 10,000 PR articles 7,000 Digital 30,000 Celebrities endorsement 6,000 Sub Total 86,000 PHASE 2 Opinion leaders 2,000 Events 140,000 Digital 5,000 Sub Total 147,000 PHASE 3 SEM 5,000 Storybook 10,000 Sub Total 15,000 Total 248,000
- 21. THE GIANT CLOCK 8-HOUR INVESTMENT FOR YOUR CHILD’s LIFETIME ACCOMPLISHMENT Thank you for listening! by GAKU from RMIT