YOUNGCONTEST 3

BE Microsoft @E[1>ER BRANDSVietnam

(*) thi mang tnh gi nh v hon ton phc v cho mc ch tm ra cc tim nng marketing pht trin ca cuc thi Young Marketers 3. Tt c thng tin v cc i tng (third party) c cp trong thi ny ch s c xem l thng tin u vo cho cc nhm th sinh ca cuc thi Young Marketers 3

a ra phng n gii quyt. (*) Tt c quy nh thi i km s l quy nh cui cng v cp nht n thi im thi c cng b.

THI VNG LOIYOUNG MARKETERS 3

TM TTTNH HUNG

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Vi s kin b Ngn, 4 tui b b m bo hnh d man, ly l do Dy con, chng trnh Thi S itruyn hnh Vit Nam sng ngy 16/9/2014 khng nh mt s tht au lng: Nn s dng bo lc

i vi tr em Vit Nam ang tr nn nghim trng hn bao gi ht.

73.9%Tr em VN b cha m hoc ngi chm sc hay nhng ngi khc trong gia nh trng pht bng

BO LC(theo Unicef)

25%Ph n lp gia nh v c con di

15 tui cho bit h phi chng kin chng mnh c hnh vi bo lc i vi

con ci trong sut c cuc i, theobo Tui Tr.

BnhThng

L quan nim ca nhiu bc cha mv vic s dng bo lc vi con, theo nh hng gio dcThng cho roi cho vt, Phinh mi nn ngi, theo Hingh v bo hnh tr em nm2008 ca Chnh Ph.

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Vit Nam, nhng con s ny ch l phn ni ca tng bng chm, ng Jesper Moller, Quyn i din UNICEF Vit Nam pht biu. Bi v cho n tn hm nay, bo lc i vi tr em vn

l mt vn ang b che du.

Khng ch th, cn b XEM NH, bi khng ch bo hnh nng n, m ngay c nhnghnh ng mang tnh gio dc ca cha m nh BO LC, ROI VT, NH, TT, LA MNG

hng ngy cng gy ra nhng tn thng su sc n s pht trin tr tu v th chtca tr.

HU QU CA GIO DC BNG BO LC

1. Hu qu trc tip: Chu p lc t bo lc lm tng t l Cortisol trong mu. Nu thng xuyn s gy tnthng v km pht trin cho cc phn no lin quan n tr nh xc cm, s iu chnh xc cm v hnh vi gn b vi ngi khc. Hu qu c th thy c tr ssinh, tr em v v thnh nin bao gm: Th cht: chm pht trin (chiu cao, cn nng), ri lon n ung hay ri lon gic ng Tinh thn: trm cm, gy hn qu mc, ri lon hnh vi km theo chng i, ri lon ch , tng ng, ri lon lo u nghim trng, m s hc ng

2. Hu qu lu di:Theo nghin cu nm 2007 ca Vin nghin cu i hc NSW, Aus, ngi ln c tins b i x bo lc khi cn nh d mc cc chng d ng, bim khp, hen suyn, caohuyt p V mt tm l, nhng di chng t ri lon cn thng lo u hu chn thng(PTSD) v ni m nh s theo cc em n sut i. gc nhn tm l hc, nhng tr em tng tri qua bo hnh b m nh v c xu hng tr thnh ngi bo hnh tr em khi ln ln.

3. Hu qu x hi:Bo lc cn tr s pht trin ton din ca tr. Trong khi c pht trin ton din lmt quyn ti thng ca tr em, theo cng c Geneva 1924.. T , cn tr s phttrin v ngun nhn lc ca t nc. n c trng hp ca M, nguy c tr em bi x bng bo lc tr thnh ti phm git ngi cao hn 100 ln so vi tr bnhthng

n lc

HNH NG

bo v nhng

mm non ca t

nc cc em c c spht trin lnh mnh v

th cht v tinh thn m

mnh c quyn c

hng.

THNG HIU NG HNH

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VIN GIO DC SHICHIDAc thnh lp nm 1978 bi gio s Makoto Shichida, Nht Bn, hin nay t chc gio dc Shichida c gn 500 vin ang hot ng ti hn 25 quc gia. Vi nn tng cn nhc n nhng tc ng, kch thch tch cc gip no b pht trin mt cch ton din, Shichida tr thnh t ph v gio dc c tin tng v p dng trnton th gii. Ngy 23 thng 11 nm 2013 va qua, Shichida thnh lp Vin gio dc Shichida ti Vit Nam.

Shichida nh hng phng php gio dc ca mnh l YU THNG, KHEN NGI, NHN NHN vi quan nim tr cn c nng niu v cm xc pht trin ton din. Trn nn tng ny, Shichida xy dng nhiu kha hc dnh cho c ph huynh v tr

gip ph huynh theo di, khm ph cch khai thc ti a tim nng ca tr.

GI TR CT LI

YtU THUONG. KHEN NGOI. NHIN NHAN

Phtfong phap Shichida la gi va bangeach naothi nhCfng gia trj cot loicua chung toi co the giup con bankhal thac nhCfng kha nangtiem an nhat?

LI CH CA NG VIN, KHEN THNG

Gio s Shichida chia s: Nu bn nui dng con bng tnh yu, s khen ngi v nhn nhn ng n dnh cho con, trong con s c s t tin v bt u ta sng.

Tht vy, Shichida, chng ti tin tng tr em c nhng nng lc rt tuyt vi, v kh nng b c th s dng chng cng hin cho x hi sau ny.

nng lc c pht huy, tr cn c pht hin, ng vin, nui dng c m ca mnh. Khi , cha m v nhng ngi thn quanh b hy hng v gic m ca b mt cch chn thnh, ri hng dn b n lc bin c m thnh hin thc bng cch cng b lp k hoch ra mt k hoch theo tng bc c th.

S mnh ca Shichida l khai m tim nng ton din ca th h tng lai thng qua hng dn cc bcph huynh phng php gio dc Yu thng, Khen ngi, Nhn nhn.

Shichida mong mun em php mu ca mnh n vi Vit Nam. Vi phng php gio dc ph hp nht, ccem s ng gp vo s pht trin t nc Vit Nam.

V cc em xng ng c c s chm sc ton din tt nht, v cc em C QUYN c pht trin ti a vton din tim lc ca mnh.

S MNH

si/yeu thyong ma ban trao cho conih con trd thanh ngyfri nhy"the ncMpTj

THAM VNG KINH DOANH CA SHICHIDAShichida tin rng, mi em b c c th cm xc ring, v xng ng c gio dc bng cch ph hp

nht dnh ring cho mnh, ch khng phi bng bo lc.

Hng n s mnh ng gp vo s pht trin ton din ca tr em Vit Nam, thay i nhn thc ca i as ph huynh Vit Nam, Shichida mun m rng chng trnh ging dy ca mnh thm 1 nhm ph thng cckha hc quy m ln dnh cho ph huynh nhm thu nhp BC+, c con t 3 n 12 tui, ti 6 thnh ph ln H

Ni, HCM, Nng, Cn Th, Hu, Hi Phng.

BI HC KHNG NC MT

L sn phm u tin trong nhm kha hc dnh cho ph huynh ny. Vi phng chm mi tr xng ng c gio dc theo

cch ph hp vi mnh, khng lm dng bo lc, kha hc gm 3 ni dung chnh:

Trc nghim kim tra c im tm l ca con nh hng gio dc ph hp

Tng quan phng php Shichida

Thc hnh trong tnh hung thc t

Mi lp hc di 8 ting vo ngy cui tun vi sc cha 200 nhm gia nh, hc ph 500,000VND mi nhm gia nh (chi ph

khng i khi ch 1 ph huynh tham d). V quy m, Shichida d kin s m mi tun 4 lp ti H Ni, 4 lp ti HCM v 2 lp

ti mi tnh trong 4 tnh cn li. ra mt kha hc ny, Shichida mun thc hin 1 chin dch marketing nhm gii thiu kha hc, thu ht hc

vin, ng thi hng n hn ch bo lc vi tr em Vit nam, tr c pht trin ton din c v th cht ln

tinh thn, t tr thnh lc lng nng ct xy dng mt Vit Nam pht trin vng bn

TRIN VNG TH TRNG Vi mi h gia nh tham gia lp hc vi gi 500,000VND/gia nh, 200

gia nh trn 1 lp, vi 16 lp trn mi thnh ph/tun v 40 tun trong 1 nm, Shichida k vng s t c ti a s lng gia nh theo hc l128,000, v doanh s ca sn phm c th ln n 64,000,000,000 VND/nm u tin vi li nhun gp (gross profit) d kin 60%. V ych l sn phm u tin, Shichida c th pht trin thm nhiu lp hckhc trong cng nhm sn phm ny, v vi s lng gia nh nhiu hn.

T l gia nh Shichida mun thu ht trong nm u tin ch chim 5-6% s lng h gia nh tim nng c tr t 3 n 12 tui ti khu vc thnhth c thu nhp BC+ (5 triu n 15 triu 1 thng cho c h gia nh) vikhong t 2,000,000 n 2,500,000 gia nh (s liu Young Marketers cung cp thng qua s liu ca Tng Cc Dn s, B Lao ng Thng Binh& X Hi cng cc ngun khc)

Ngoi ngha thng mi, do tui t 3 n 12 , c bit 3-7 tui l quantrng nht trong vic hnh thnh nhn cch v no pht trin ton din(vin gio dc GS), nn nu t c mc tiu kinh doanh sau 1 nm nhtrn, em n cho 128,000 ph huynh phng php dy con ng n, t lan truyn cho nhng ph huynh khc, Shichida s c th thc hin mctiu x hi c ngha ln cho th h tng lai ca Vit Nam.

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THCH THC MARKETING

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Gi nh nhm bn lm vic trong b phn marketing ca Shichida, hy xy dng k hoch tip th ni trn, trin khai trong thi gian t thng 3/2015 5/2015, vi ngn sch 5 t ng.

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M T I TNG MC TIU

B, m, hoc ngi nm vai tr gio dc tr t 3 n 12 tui Sng ti 6 thnh ph ln (Hi Phng, H Ni, H Ch Minh, Cn Th, Nng, Hu) Thu nhp BC+ (khong t 5,000,000VND n 15,000,000VN gia nh/thng) Trnh 12+ ng vai tr ch yu hoc tham gia kin vo vic gio dc tr; yu thng, dnh thi gian v quan tm tm

kim cch tt nht nui dy tr nhng phn ln nh hng bi quan nim c in, truyn thng ch chatip cn nhiu vi nhng phng php hin i.

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Trng tm vo mc tiu kinh doanh:- Trong 3 thng u tin sau chin

dch, t doanh thu 16 t ng- Sau 3 thng 50% i tng mc tiu

nhn bit v thng hiu & khahc; 30% tm hiu v kha hc; vtrong thi gian 1 nm 7-10% s ngk kha hc

Mc tiu x hi:- Trong 3 thng thay i tch cc cho

x hi, gim t l tr em b i x bolc 5% t 73,8% xung cn 68,8%

- Bc u thay i nhn thc v nhhng gio dc tr em

MC TIU CHIN DCH

Xy dung KPIs o luong

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LU THC HIN

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BI LM CN C CC PHN

1. Phn tch bi cnh (context) 2. Phn tch ngi tiu dng & s tht ngm hiu (consumer insights) 3. Phn tch thng hiu & vai tr thng hiu (brand role/insights) 4. xut chin lc tip cn, bao gm chin lc knh truyn thng (approaching & media strategies) 5. xut tng ln (campaign big idea)6. xut k hoch thc hin c bn & Ngn sch phn b (Deployment Plan & Allocated Budget)7. xut cch thc theo di hiu qu (measurement tracking)

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BI LM C NH GI QUA CC TIU CH

1. S THT NGM HIU Chin dch ny gii quyt khao kht, s tht ngm hiu no ca ngi tiu dng? Chin dch c tha mn c nhu cu l tnh v cm tnh ca

ngi tiu dng khng? (10%) Chin dch c truyn ti t c c trng, th mnh ca sn phm thng hiu khng? (5%) Chin dch c ph hp vi ngnh hng khng? (5%)

2. TNH HIU QU - THC HIN MC TIU MARKETING Chin dch ny c t c cc mc tiu kinh doanh ca Shichida khng? (20%) Chin dch c t c mc tiu x hi ca Shichida hay khng? (10%) Chin dch c xy dng c s nhn bit v yu thch thng hiu ca nhm mc tiu vi Shichida hay khng? (10%)

3. TNG SNG TO tng ln ca chin dch l g? (5%) Thng ip chnh gi n cho ngi tiu dng c gy c s quan tm v a n phn ng mong mun ca Shichida hay khng? (5%) tng ny c tnh kh thi cao thc hin xuyn sut cc knh truyn thng hay khng? (5%) tng ny c ph hp vi s mnh tm nhn ca Shichida hay khng? (5%)

4. TNH KH THI V NG DNG Kinh ph thc hin chin dch c tha mn gii hn ti chnh ca Shichida vch ra khng? (10%) Cc hot ng c kh thi thc hin trong bi cnh v iu kin ca Vit Nam hay khng? (5%)

5. TRNH BY Tnh thm m & Mc u t (5%)

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QUY CCH NP BI

1. Cc nhm phi thc hin bi trnh by di nh dng video clip thi lng khng qu 3 pht(iu chnh so vi Th L l 4 pht), upload ln youtube theo cng thc tn - Young Marketers 3 [Tn Nhm Thi]- np v cho BTC qua website www.youngmarketers.vn trc 21:00 ngy 10/10/2014. Clip BTC chp nhn di hnh thc xut file t power point ra, c nhc v hiu ng chuyn slide.

2. Cc nhm s phi ng k d thi trc qua email vi BTC trc 21:00 ngy 03/10/2014.Email gi v contact@youngmarketers.vn, subject: Young Marketers 3 Registration [TnNhm], km thng tin: Tn nhm & ngha, h tn, S CMND/ th SV, tn trng/khoa/nin kha, email & s di ng & hnh ca 2 thnh vin (file jpg, t 1-2MB), v thnh tch nu c. Ngn ng ng k lch s, chuyn nghip.

3. Cc nhm tham gia phi iu kin hp l d thi theo quy nh Th L D Thi:- C 2 thnh vin ang l sinh vin theo hc hoc va tt nghip nm 2014 ti cc trng H, C trn

ton quc- Khng phi l hc vin Young Marketers Elite Development ma 1

DANH MC TI LIU THAM KHO

1. http://www.ipsnews.net/2010/03/vietnam-reports-of-child-abuse-a-wake-up-call-for-parents-govt/2. http://www.unicef.org/vietnam/protection.html3. http://kenh14.vn/kham-pha/nhung-thong-ke-dang-so-ve-van-nan-bao-hanh-tre-em-20131218104138118.chn4. http://baovesongkien.com/bao-gia/15-tin-tuc-su-kien/31-hai-hung-nhng-v-bo-hanh-tr-em-dn-dp.html5. http://tuoitre.vn/tin/song-khoe/20140531/739-tre-em-viet-nam-tung-bi-trung-phat-bang-bao-luc/610379.html6. http://www.ngoinhabinhyen.com/news_detail.php?news=2967. http://www.thanhnien.com.vn/pages/20131218/bao-hanh-tre-mam-non-hau-qua-khon-luong-di-chung-keo-

dai.aspx8. http://gso.gov.vn

Ty trong dan s6 du>di 15 tu6i, 15-64 tudi, 60 tudi trd len, 65 tudi trd len va chi sd gia hoa, 1989-2012

Don vj tinh: %1989 1999 2009 2010 2011 2012

Ty trong d3n s6 du-di 15 tu6i 39,2 33,1 24,5 24,7 24,0 23,9

Ty trong dn s6 tr 15-64 tudi 56,1 61,1 69,1 68,5 69,0 69,0

Ty trong d3n s6 ti> 60 tu6i trd I6n 7,1 8,0 8,7 9,4 9,9 10,2

Ty trong dSn s6 ti> 65 tudi trd I6n 4,7 5,8 6,4 6,8 7,0 7,1

Chi s6 qia hoa 18,2 24,3 35,5 37,9 41,1 42,7

NguSn: TCTK, DiSu tra BDDSKHHGD, 2012

Bieu do 1:Thu nhap binh quan dau ngiK>>i/nam gitra cac dan toe

|"l Kiab D&a 16c khiic

Nhoml Vh6n2 Kh6m3 Vh6m4 Nhorn.5

Young Marketers Empower the next marketing generation.Cuc thi do REDDER Advertising t chc, vi BRANDS Vietnam l i tc truyn thng.Chng trnh nhn c s ng hnh & ti tr c quyn ca Microsoft Mobile Devices/ Nokia Vietnam:

Microsoft Mobile Devices l mt n v kinh doanh trc thuc Microsoft v trc tip qun l dng sn phm in thoi thng minh (smartphone) mang nhn hiu Lumia ni ting trn ton th gii v dng sn phm in thoi ph thng mang nhn hiu Nokia. S mng ca Microsoft Mobile Devices l mang tri nghim in thoi thng minh v internet n ngy cng nhiu ngi dng, thng qua tip bc cho h vn n nhng c m v kht vng ca mnh trong cuc sng

bit thm thng tin hoc gii p thc mc lin quan n cuc thi, xin lin h BTC qua:- Email: contact@youngmarketers.vn- Facebook: www.facebook.com/youngmarketersvn- Website: www.youngmarketers.vn

YOUNGCONTEST 3

BE Microsoft @E[1>ER BRANDSVietnam