[marcha 2013] decode marketing challengers 2013

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THE ART OF MAKE BELIEVETHE ART OF MAKE BELIEVE

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Tài liệu thuộc bản quyền của AiiMThe content in this document is AiiM's property.

NGUYỄN VIỆT DŨNG

6 năm kinh nghiệm trong Advertising & Digital

Business Director & Lecturer tại AiiM

Former Digital Planner tại Climax Agency

Founding member of Toiyeumarketing.com

WHO’S SPEAKING?

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CONTENT

PART 1: WHY WE ARE HERE?

PART 2: TRUTH WELL TOLD

PART 3: 3 THINGS TO REMEMBER

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WHY WE ARE HERE?

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DECODE “MARKETING CHALLENGERS”

Marketing Challengers is a contest which provides students with the opportunity to cooperate on a real-life marketing case and develop an IMC plan for a brand of the sponsoring company.

Think Marketing

Define marketing challenges come from the consumer’s perception

Do Communication & Don’t (Product/Place/Price)

Fix them with communication:

+ Define current behavior and current perception.

+ Find powerful insight to convert consumer to “desired response”

+ Come up with a brilliant idea to provoke action

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DON’T SKIP THE HARD PART: SELL

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FROM THIS CONTEST

“...We want to look for the ones who can change the world to be better place and

create value for brand at the same time” - mr. Son Tran, CEO of Tiki.

“...Because the people who are crazy enough to think they can change the world,

are the ones who do.” - Apple Inc.

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TRUTH WELL TOLD

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“THE ONLY STRATEGY CONSUMER EXPERIENCES IS EXECUTION”A.G LAFLEY - CEO, President and Chairman of the Board, P&G

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3 THINGS TO REMEMBER

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1. DO YOUR “HOMEWORK”

Observe, listen, ask consumer. Experience yourself. Do prototype.

“Vào rừng, đừng đi sở thú”

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2. BEGIN WITH THE END IN MIND

Always come back to the brief: desire response, problem, brand

“WHY we are doing WHAT we are doing?”

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3. SPEND TIME WITH THE CRAFT

Translate your idea into irresistible creative work.

“If it doesn’t SELL, it isn’t CREATIVE enough”

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THANK YOUAiiM - Marketing Communication Skills Training Center

Head office: 232 Cao Thang, District 10, HCMC (Ground floor)Campus 2: 152 Nguyen Van Thu, Da Kao ward, District 1, HCMC

Tel: +84 (8) 3979 8331 - 3979 8332www.aiim.edu.vn facebook.com/AiiM.Education

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