TRÂN THANH HUY

ELITE 5 CHALLENGE

Target customersStudents in colleges, universities and/or fresh graduate Age: 18 – 24Income: BC+Live in HCMC

Behavior• More interested in the contest, rather than the marketing career(Engagement dropped by half during the time the contest is overPersonal in posts to Facebook page higher resulted in higher engagement)• Interested in marketing knowledge, but only as added on knowledge for later

works(Highest engagement rate in Saturday and Sunday, and during the students’ freetime (20h30 – 21h30))

Customer | Profiling

As a students and/or fresh graduate, I feel

too identical among my friends, who share the same knowledge and experience with me.

I want to get a jobafter graduation with my own talent in

marketing, to prove my self-worth.

Not having a clear career orientation, I want to give my shot at every career related to my profession as possible through these contests , to see if I have what it takes to work in this job.

If I am qualified though the contest, I may have better impression with the employers, thus increasing my chance of having a job in the career in the above contest.

Moment of Truth

Be aware of the contest

Participate in the contest

DisqualifiedGet interested in the

marketing career

Disqualified in this contest does not mean I don’t have what it takes to work in this field.I took part in the contest out of pure interest, and have failed. But I got hooked in the marketing career, and will now overcome this challenge to prove myself valuable, and qualified to work in the marketing field afterwards.

Consumer Insight

Consumer Journey (for the disqualified for the Young Marketers Contest)

ConsumerInsight

Functional benefitT-shirt to wear in casual occasion and activities

Emotional benefitShouting out that the wearers are:• Interested in marketing• Aware of and/or took part in the Young

Marketers Contest• Have marketing knowledge from the contest and

the information provided

Price: 230,000 VNDColor: WhiteAvailable in many sizeMade from fabric, comfortable, and suitable to use in the weather condition of Vietnam

Our Product

Hang

Big idea

Key messageTreat yourself a makeover.

Duration: 21:30, 28/11/2014 - 21:30, 8/12/2014

Challenge:• Target customers have known the manufacturing price (100,000 –

110,000 VND)• Target customers have been aware of the contest from the

Facebook Young Marketers, so they’d have the tendency to avoid posts offered by the contestants

=> Solution: T-shirt YM3 plus one book about marketing, which are added value of both functional and emotional benefit

Campaign

Consumer touch point: Online channel (Facebook)

About the page: Hangin’ therePost to page daily, spreading 2 main messages concerning the pack:Spark up your cover: the benefit from the T-shirtUpgrade your mind: benefit from the book

Additional item:

o About the book: 22 Quy Luật Bất Biến Trong Marketing (29,000 VND)o Limited time offersOnly from 28/11 to 8/12 to purchase the T-shirt, and the book as the bonus

Competitive price offer: 230,000 VND Profit per purchase: 101,000 VNDTo reach the target net profit: 70 pack

Execution