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Ban Linh Marketer 2017 - Round 1
- 2. Contents Market Overview0 1 Product Brief Marketing Challenge Judging Criteria Reference 02 03 04 05
- 3. MarketOverview Vietnam has been well-known as a "kingdom of motorbike" with over 45 million motorcycles. Last year, several new motorbike models have been introduced: 14 (Honda); 13 (Yamaha & SYM, respectively); 9 (Piaggio); and 6 (Suzuki). However, Janus, introduced by Yamaha in August of 2016, is an exception. Possessing better configuration, Janus has declared “war” against other small scooter models and set a newly more premium standard for this often overlooked segment of small-sized scooter. 1 motorbike per two persons 10 20 30 40 2013 2014 2015 2016 0 Motorbike industry grew remarkably at 9,5%, with 3,1 million sold units in 2016 Yamaha 24% Suzuki 3% Piaggio 1% VMEP (SYM) 9% Others 4% Honda 60% More than 96% of motorbike industry (Honda, Yamaha, Suzuki, Piaggio and VMEP (SYM)
- 4. Product Brief Students and first-jobbers in big urban cities. Aged from 18 to 30. The common characteristics of this customer group are retaining stylish, enjoying new experience and being sensitive to updated trend. Target Customer
- 5. Product Brief Fit body design with appropriate height brings comfortable riding position. Features of Janus Modern and visualized LCD with big numerical dial, illuminative hands and useful parameter. The large and convenient luggage box can contain helmet and many items at the same time. Smart Key (only in Premium edition): remote start, anti-theft, positioning scooter in parking site. Advanced Stop & Start System automatically disconnects the engine when the vehicle stops more than 5 seconds and restarts immediately after the throttle. “BLUE CORE” engine optimizes fuel efficiency and reduces omission.
- 6. Product Brief Standard - 27,490,000 VND Editions of Janus Deluxe - 29,990,000 VND Premium: 31,490,000 VND Limited: 31,990,000 VND
- 7. As a Marketing team of Yamaha, your mission is to plan a 6-month integrated marketing-communication campaign with a maximum budget of 10,000,000,000 VND in order to: MarketingChallenge Build awareness of at least 9,000,000 people in target customer group living in Hanoi, Da Nang and Ho Chi Minh City about Janus and Yamaha Boost sales of Janus in these 3 big cities and neighboring areas throughout the campaign and the 3-month post-campaign period Create a loyal customer platform for Janus line and Yamaha
- 8. judging criteria T h e v i d e o c l i p i n R o u n d 1 w i l l b e a s s e s s e d b y 1 0 0 - p o i n t s y s t e m , i n c l u d i n g : Insight (30 points) Logically based on data, statistics, research or observation (10 points) Relevant to Janus and Yamaha (5 points) Powerful enough to solve the posed challenge (10 points) Fresh and original (5 points) Big Idea (30 points) Logically originated from insight (4 points) Fresh, original and creative (7 points) Relevant to Janus and Yamaha (7 points) Feasible and highly-applicable (7 points) Visible throughout the campaign (5 points) Deployment plan (30 points) Feasible and actionable (10 points) Fresh, original and creative (10 points) Proportionally and efficiently distributed in term of budget throughout the campaign Presentation (10 points) Clear, concise and logical (5 points) Aesthetic and visually artful (5 points)
- 10. T A K E U P T H E C H A L L E N G E N O W !