Young Marketers 5 Final Round - Xưởng Xẩm

Dec 11, 20162 likes9,219 views

Phonl CL

- The document outlines a marketing plan for Biti's, a Vietnamese shoe brand, to address the lack of independence in urban Vietnamese children aged 5-7. - It notes that Vietnamese parents are too impatient and do not allow children to solve problems on their own, hurting their development. - The proposed approach is to open cycling parks where children can learn cycling skills and problem-solving through physical activity, boosting confidence and independence. A special cycling course and contest will launch in three cities to promote this.

Young Marketers 5 Final Round - Hàng XómPhonl CL

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- Exponential growth in entertainment technology is causing more children age 2-6 in HCMC and Ha Noi to spend less time playing outdoors and interacting with nature, potentially leading to Nature Deficit Disorders. - The brand role is to encourage children to discover nature outdoors. The big idea is to create Natural Libraries through a 10-year partnership between Bitis and zoos/botanic gardens, expanding activities each year like growing plants and caring for animals. - The goal is for 5 million children to engage with nature through Bitis Natural Libraries by 2026 to reduce risks of nature deficit disorders.

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This document outlines a cause marketing plan for Biti's sandals to help reduce drowning among children in rural Vietnam. It proposes that Biti's develops sandals that can double as life preservers by inflating when submerged in water. The plan details creating a viral video about a child drowning and being saved by the floating sandals, announcing the partnership between Biti's and UNICEF at a press conference, and distributing the sandals for free to 10 rural areas while working with UNICEF to educate children on their use. The goals are to save children's lives, gain appreciation for Biti's by elevating its brand meaning, and rejuvenate its image through social impact innovation.

Young Marketers 4 - Final Round - The last five daysYoung Marketers

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Young Marketers đến 2014 bao gồm các nền tảng: 1. Young Marketers Contest - cuộc thi marketing dành cho sinh viên được tổ chức hàng năm; 2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest; 3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers; 4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động. Young Marketers - Empower the next marketing generation.

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AI and Machine Learning Demystified by Carol Smith at Midwest UX 2017Carol Smith

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What is machine learning? Is UX relevant in the age of artificial intelligence (AI)? How can I take advantage of cognitive computing? Get answers to these questions and learn about the implications for your work in this session. Carol will help you understand at a basic level how these systems are built and what is required to get insights from them. Carol will present examples of how machine learning is already being used and explore the ethical challenges inherent in creating AI. You will walk away with an awareness of the weaknesses of AI and the knowledge of how these systems work.

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This document discusses various word formation processes in English including: - Coinage - Creating new words like Google or nylon - Borrowing - Adopting words from other languages like croissant from French - Blending - Combining parts of two words like motel from hotel and motor - Clipping - Reducing words like exam from examination - Backformation - Creating new words by changing word class like babysit from baby-sit - Conversion - Changing word class like dirty changing from adjective to verb - Compounding - Joining words like bookcase or blackbird - Affixation - Adding prefixes and suffixes to change meaning like unhappy or careless - Acronyms -

[Young Marketers Elite Program] Assignment 19.1 - Phương Vi_Hoàng ThạchPhonl CL

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The document summarizes a marketing campaign for Cornetto ice cream in Vietnam featuring a partnership with singer Taylor Swift. The campaign aimed to promote a new raspberry flavor around the release of Swift's "Red" album. Key elements included creating promotional spaces decorated in red, publishing articles about a contest to win tickets to Swift's tour, and a social media platform for fans to interact and track contest winners. The goal was to leverage Swift's popularity among young Vietnamese consumers to drive sales of the limited edition ice cream.

[Young Marketers Elite Program] Assignment 18.1 - Phương Vi_Phú CườngPhonl CL

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This document discusses corporate public relations and communication. It defines corporate PR as managing an organization's internal and external communications to protect and promote its reputation across various sectors. The key functions of corporate PR include managerial, operative, and advisory functions. It also discusses how corporate PR interacts with key stakeholders like investors, government, local community, media, consumers, and employees. The document provides examples of case studies on internal communication, financial performance, emotional appeal, crisis management, and corporate social responsibility.

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The document outlines an on-ground activation analysis for Toonies in Vietnam. It aims to instruct children aged 6-14 on how to play with Toonies' new flying cards and encourage them to enjoy snacks and games with friends. A three-phase strategy is proposed: 1) A kick-off event will educate children on playing with cards and give out snacks as rewards; 2) Sampling tours of key schools will share the message of collecting cards to compete in games while enjoying snacks; 3) PR articles will review the product and encourage continued play and snack enjoyment, positioning Toonies as a friend to children. The analysis notes that personal instruction is needed for children to learn how to play and that promotions need more

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This campaign by Vinacafé aims to awaken national pride and values in Vietnamese youth. It will do this in 3 phases. Phase 1 uses a viral video to trigger awareness that the nation is like a youth growing up, facing challenges. Phase 2 engages youth through a video contest calling on them to commit to changing themselves to help change the nation. Phase 3 amplifies the momentum through celebrating the first National Growing Up Day with activities promoting Vietnamese culture and commitments to improve the nation's future. The goals are to increase Vinacafé awareness and sales by positioning it as a brand that inspires youth to grow up with the nation. Engagement will be measured by views of the viral video, number of contest videos/commitments

Young Marketers Marathon - Phương Vi & Hiếu HiếuPhonl CL

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This document outlines a PR campaign for Vinacafé, a Vietnamese coffee brand. The campaign aims to awaken national pride and values among Vietnamese youth. It begins with a viral video that humanizes the nation as a youth going through growing pains (Phase 1). This is meant to trigger awareness and sympathy. The next phase involves an online video contest encouraging youth to propose how they can help the nation grow together by each changing themselves (Phase 2). The final phase amplifies this message and culminates in celebrating a "National Growing Up Day" where the brand, youth, and nation commit to continuous progress (Phase 3). The goal is to position Vinacafé as an inspiring brand that brings generations together and represents

Elite Program Grand Test - Phương ViPhonl CL

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The document provides an agenda and plan for launching a new RTD lotus tea brand targeted at young professionals in Vietnam. The summary is: The document outlines a plan to launch an RTD lotus tea brand aimed at relieving stress for young urban professionals in Vietnam. It includes insights into Vietnam's tea market and culture, as well as segmentation of target consumers. The brand idea focuses on lotus tea's pure, light flavor and ability to calm the mind. A three month campaign will raise awareness of stressful work afternoons, encourage trials of the new tea through sampling events, and celebrate relaxing afternoon moments to build the brand. The goal is for lotus tea to gain market share by appealing to health-conscious

[Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ PhúcPhonl CL

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Mobile marketing involves promoting products and services to people via their mobile devices. It is an extension of internet marketing as more people spend time on mobile rather than computers. Mobile marketing allows for time- and location-sensitive personalized ads through wireless networks in a cost-effective way. However, privacy concerns around mobile spam, location data, and security exist. Effective mobile marketing campaigns integrate mobile, social media, and search to consistently deliver targeted content across channels and drive engagement. An example is a theater production that surprised audiences with a live performance, then encouraged mobile sign-ups to learn more and buy tickets through interactive rich media messages. This highly successful campaign achieved over 8 million impressions and record ticket sales.

Elite program grand test - phuong viPhonl CL

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The document provides a plan to launch a new RTD lotus tea brand in Vietnam. It begins with an overview of the tea and RTD beverage market opportunity in Vietnam. Market research identified young urban professionals ages 20-26 as the key target segment. The brand idea is an RTD lotus tea that offers a pure, light flavor and calming properties based on lotus tea's cultural traditions. A 3-month launch campaign will use TV, digital, and sampling activities to build awareness of the product's differentiation and benefits for managing stress. The goal is to establish the new brand and encourage trial among time-pressed young professionals seeking a healthy beverage.

[Young Marketers Elite Program] Assignment 14.1 - Phương Vi_Hiếu HiếuPhonl CL

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The digital marketing campaign by Vim aimed to raise awareness of poor sanitation in Vietnamese schools and raise money to build 100 toilets in 4 weeks. The campaign used an interactive billboard allowing people to donate and see funds raised in real-time. It drove people to a website to follow donations and vote on areas most needing toilets. Over 350 toilets were eventually built, far exceeding the goal of 100, and the campaign won marketing awards with a very low cost per contact.

Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi NghiPhonl CL

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The document outlines YoMost's 2014 Valentine's Day digital marketing campaign in Vietnam. The campaign aimed to strengthen YoMost's digital presence and inspire teens to express their love. It launched the YoLove augmented reality app, which allowed users to design and send love cards. The campaign was promoted through a viral video clip, the YoLove app, and an integrated digital strategy across websites, social media, videos and more. It was successful in attracting over 500,000 young people and generating hundreds of thousands of app downloads and video views. Key learnings included choosing the right channels for teens, developing a great campaign idea, and executing it through an integrated marketing plan.

Young Marketers Elite 2013 - Assignment 8.1 - Phuong Vi_Hoang LanPhonl CL

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The document defines activation as creating brand experiences that engage consumers and build brand advocacy. It discusses principles of winning attention, delivering motivating ideas, and bringing the brand spirit into consumers' lives distinctively. Activation goes beyond sales to build the brand through meaningful interactions. It uses platforms that enable distinctive, meaningful engagement within consumers' lives. From these platforms, ideas and concepts are created to achieve marketing objectives across channels of communication and distribution. Case studies show how Heineken uses platforms, ideas, and channels like events, social media, and TV spots to deliver on its brand promise of an open world.

Young Marketers Elite 2013 - Assignment 6.1 - Phuong Vi_Nghi NghiPhonl CL

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This document compares and contrasts a brand communication big idea versus a campaign/advertising big idea. A brand communication big idea defines the strategic direction and unique value propositions that are communicated consistently to audiences. It remains stable over many years. In contrast, a campaign big idea is more changeable and short-term, focused on a specific campaign. The document also provides an example of an effective campaign creative brief, outlining its key components such as objectives, target audience, consumer insights, desired response, messaging, and mandatories. It includes a case study of a creative brief for a cookie brand positioning cookies as a healthy snack.

Young Marketers Elite 2013 - Assignment 6.1 - Phuong ViPhonl CL

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This document discusses the concept of brand innovation. It defines brand innovation as harnessing creative ideas to meet both business and consumer needs. Effective brand innovation uses the brand's promise as a springboard for new ideas. The document provides an example of a baby care brand innovating to reach a broader consumer base by expanding their product line from baby care to include healthy essentials for adults as well. It emphasizes the integration of various aspects of innovation including product, process, pricing, packaging, channels, and communication. The rest of the document outlines a process for brand innovation that includes gathering insights, exploring possibilities, developing concepts, focusing ideas practically, ensuring feasibility, testing capabilities, preparing launches, evaluating outcomes, and making recommendations.

Young Marketers Elite 2013 - Assignment 4.1 - Phuong Vi_Phuong TuongPhonl CL

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This document provides guidance on developing brand strategies and big ideas based on consumer insights. It discusses translating insights into brand strategies using a 6P framework that considers purpose, positioning, people, packaging, promotion and place. A sample brand strategy is then presented focusing on supporting Vietnam's youth. It also provides an overview of what a creative brief is and how to write one to direct creative work, including key elements like objectives, target audience, and desired consumer response. The goal is to help clarify guidelines for marketing content projects based on the brand and business goals.

Young Marketers Elite 2013 - Assignment 3.1 - Phuong Vi_Huynh PhongPhonl CL

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1. Brand positioning defines how a brand is different and meets the needs of its target consumers to become top of mind. It enables a brand's image and identity. 2. Developing an effective brand positioning requires brainstorming, market research, SWOT analysis, and creating a brand positioning statement. The positioning should differentiate the brand, affect consumer perceptions, identify unique value, and be consistent, believable, and difficult to copy. 3. A brand essence is a single intangible attribute that differentiates a brand and is perceived by consumers. It is the key to developing a brand voice and strategy that generates meaning and consistency across all areas of business.

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