AGENDA

1. Case review - Objective

2. What does CONSUMER need?

3. How are they serving that need in THE MARKET?

4. Our solution – OUR PRODUCT

5. Our Brand

6. Holistic Marketing Plan

7. Launching Plan

8. Evaluation

NOTICE In this presentation, we use a term “X-abled people” or “people

with X-abilities” which replace with “disabled” or “disability” – to

enhance the meaning from our mission “Make a world of diversity,

not disability” – “X” is just one in 24 alphabets, and their ability is

one in the diversity of human ability as well.

CASE REVIEW

The 5% unemployed X-

abled

are at the

working age (15-50)

overcome the

unemployed status

Provide a suitable

product/ service

GET WHO TO BY

OBJECTIVES

- 1st year: 30% get trial - After 3 years:

+ 30% target became loyal; 50% target

purchase frequently, at least 3 times/ year

+ Reach the average yearly revenue: 150 billion

VND

- After 3 years:

+ Reduce negative prejudice from 60% to 40% + Reduce the unemployed ration from 30% to 25%

OUR CONSUMER Who they are – Their DRIVER – Their BARRIER

WHO THEY ARE GROUPING & PROFILING |

Easing pain Progressing

Ac

hie

vin

g

Co

nte

nte

d

FIGHTER SOCIAL CLIMBER

CONSERVATIVE THE ACCEPTER

INITIAL SEGMENTATION

FIGHTER SOCIAL CLIMBER

THE

ACCEPTER

CONSER

-VATIVE

“I am a tenacious person

who has severe disability

but does not give up. I am

respected by the society.”

“I do not give up but try to

achieve my goals in life just like

people without disabilities.”

“I accept my disabilities and my

dependence on others, keep

staying in my comfort zone”

“I have disability and rather

defeated by it. I do not live

socializingly with people.”

Segment size: 0.44% Segment size: 2.7% Segment size: 67.96% Segment size: 28.9%

Segment Demographic

Profiling

- Age: 30+

- Male dominant

- Income: AB

- Disability level: 4+,

innate or injured for

more than 10 years

- Education: 12+

- Currently using: both

easing products and

progressive ones

Segment Demographics

- Age: 18 - 30

- Balanced gender

- Income: ABC+

- Disability level: 1-3, innate

or injured for more than 10

years

- Education: 12+

- Currently using: progressive

products

Segment Demographics

- Age: 15 - 50

- Balanced gender

- Income: BCD

- Disability level: 1-3, NOT

innate

- Education: can read and

write

- Currently using: progressive

products

Segment Demographics

- Age: 30 - 50

- Balanced gender

- Income: CD-

- Disability level: 4+, NOT

innate

- Education: can not read

and write

- Currently using: easing

products

Through DRD organization, we have contacted 200 families with disabled people, both urban and rural to conduct a FOCUS GROUP and a

QUANTITATIVE RESEARCH to define segments of the market, as well as having a glance on their

U&A, in order to further finding the insight.

We pick THE ACCEPTER as our CORE TARGET

They have the biggest size They are capable of working, even handiwork

Their TENSION

THERE COMES VANITY DEMANDS, WHAT I

JUST BURY UNDER MY SILENCE FOR

BELIEVING THAT I DO NOT HAVE THE RIGHT TO ASK, AS A USELESS

BURDEN ON THEIR TIRED SHOULDERS.

I accept my dependent life,

clinging on my kin for

even my most basic needs.

I want to break out of my dependence, my uselessness, earning

and achieving my own needs

MOMENT OF TRUTH

Barrier question

What barriers did the employed overcame?

What barrier preventing the unemployed from being employed?

From our focus group, we learnt…

My journey of getting current

job has 4 stages BREAK THE ICE

– KNOW MY ABILITY – WHERE

TO START – KNOW THE PATH

“To overcome myself and

become a worker, a person who

accept disabilities like me did

need SOMEONE to guide me

through every stages

I really needed a lot of help from my friends

Drivers and Barriers on the Employment journey

The difficulties they

had to face

How they overcome

it?

Self - Discouraged

Encouraged by S.O

Clueless

Discovered by S.O

Confusing

Guided by S.O

Lack of experience

Empowered by S.O

BREAK THE ICE KNOW MY ABILITY WHERE TO START KNOW THE PATH

A helping hand is crucial

The MAGIC of PEOPLE’S HELP

ACCORDING TO UNIVERSITY OF NORTH CAROLINA

• The help itself is an encouragement

• They can serve as role models to the other

• Very cost effective

• Create a safe haven

BUT …

EVEN WHEN THEY CAN BE HELPED, they are not willing to be.

They do not believe that the helper can understand their

problem, their pains, their unique situation.

THE SOLUTION FOR THEM

IS AN INSIGHTFUL HELPING HAND TO ENCOURAGE, GUIDE AND OFFER THE

OPPOTURNITY TO BREAK OUT

OF DEPENDENCE.

OUR CATEGORY X-abled people employment community is our category

How is the category serving this need?

Must not be WELL, because…

Only 2.5% are helped to be employed

70% X-abled people do not

have a permanent job

67.5% are left

OUR PRODUCT

The Specialized Employment Network For X-abled People on Mobile phone

GURU A person who

guide you through and

BEYOND words in every aspect

of your life

LOGO Ending with an arrow shape – representing

the continuous DEVELOPMENT and FOLLOW-

UP CIRCLE

NETWORK The more

friends and community the disabled have,

the higher chance they

can find a job

MOBILE 86.7 % the disabled

have a

mobile

phone*

* Self-research, nationwide, N=200

OUR PRODUCT PORTFOLIO – VIA USER’S EXPERIENCE | Be

Encouraged

POOL OF

EMPLOYMENT

Ability Discovered

Guided 1st step

Ability Training

Get a job

Career path Empowered & Follow up

SHARINGS by Gurus, users,… on their profiles

Online TEST & Offline test with certificate

ASK on user’s profile, ASK group,

or ASK gurus

OFFER JOB OPPORTUNITIES Shared by network or employers

ONLINE & OFFLINE TRAINING By Gurus

GURU TRAINING

ONLINE & OFFLINE TRAINING By Gurus

GURU NETWORK

GURU TRAINING

GURU TRAINING

GURU OPPORTUNITY

GURU TRAINING

Turning point to become the next

GURU

OUR PRODUCT PORTFOLIO ROLES |

GURU OPPORTUNITY

GURU NETWORK

Generate near-term profits;

GURU TRAINING

Establish credentials to be a growth engine in the medium term

MAIN SOURCE OF BIZ Generate significant volume & profit growth

PILLARS

SHARINGS by Gurus, users,… on their profiles (Subscribe)

Online TEST & Offline test with certificate

ASK on user’s profile, ASK group, or ASK gurus

ONLINE & OFFLINE TRAINING By Gurus

OFFER JOB OPPORTUNITIES Shared by network or employers

ATTRIBUTES BUSINESS ROLES EQUITY ROLES

BASE OF OTHERS PILLARS

ENHANCE BRAND EQUITY AS A TOTAL SOLUTION

ENHANCE BRAND EQUITY AS A TOTAL SOLUTION

GOVERNMENT CONFERENCE All issues related to Right for the DP (Law, policies,…)

Establish credentials EQUITY BUILDER

OUR PRODUCT SOURCE OF BUSINESS |

OUR SOURCE OF BUSINESS

MAIN SOURCE

GURU TRAINING

SUB SOURCE

GURU ADS SUB SOURCE

JOBS BROKER

SUB SOURCE

SUBSCRIBE

OUR PRODUCT SOURCE OF BUSINESS |

WHY GURU TRAINING BECOMES MAIN SOURCE?

86%* employed x-abled people confirm that they need further training to improve

their abilities at work

* Self-research in HCMC, N=100 ** AusAID research, 2011 – N = 4000 *** Self-research, nationwide N=200

2.000.000 VND** is the average monthly salary of employed

x-abled people They’re absolutely able to afford a

training course

WHY CLIENTS PURCHASE GURU ADS?

4.000.000 VND*** is the average yearly CPC

(consumption per capita) of x-abled people

Categories that x-abled people consume: - Healthcare/ Medical/ Pharmacy - FMCG - Education (specialized) - Electric elements/ Hi-tech products - Home appliances - Assistant tools

The Specialized Employment Network

For X-abled People

TOTAL EMPLOYMENT SOLUTION Guideline, support, training, connect for employment

ACCEPTER X-ABLED PEOPLE

15-50

- Total solution - Follow-up

network - Accessible to

everyone - Self-tailored

- Technology advantage

- Strategic partners

Provide what NEED

To WHOM

Differentiated by

Reason to believe

OUR PRODUCT PRODUCT POSITIONING |

STRATEGIC PARTNERS

GOVERNMENT

EMPLOYERS NGOs

OUR PRODUCT PRODUCT POSITIONING | RTB |

AN IMPACTFUL CO-OPERATION TO STRENGTHEN THE POWER OF MAKING CHANGES TO X-ABLED WORKFORCE

OUR BRAND BRAND IDEATION |

BRAND ESSENCE

EMPOWER X-ABLED

WORKFORCE

Category

Truth

Product Truth

Consumer

Truth

OUR BRAND BRAND PYRAMID |

EMPOWER X-ABLED

WORKFORCE

TOGETHER WE RISE

TOGETHERNESS

ACTIVITIES

BRAND BIG IDEA

COMMUNICATION BIG IDEA

ACTIVATION PLATFORM

OUR PROSPECT

DENMARK has the highest EMPLOYMENT RATE

(70%)

AND their disabled people organisation are

strong and connected under the umbrella of

DPOD

HOLISTIC MARKETING PLAN

EMPOWER X-ABLED

WORKFORCE

CHANGE PERCEPTION

CHANGE THEMSELVES SUSTAINABILITY

- Have job No more useless - Strong communication base 60% - 40% social prejudices

WE OFFER FOLLOW-UP, CONTINUOUS EMPOWERMENT

Growth of Business

Gain more 5% employed Independent

BRAND VISION |

HOLISTIC MARKETING PLAN

2015 2016 2017 2018

Business Obj

10 bils VND Gain awareness of 50% Gain trial of 30% awareness

20 bils VND 40 bils VND 60 bils VND 30% target loyal 50% target consume >3 times/ year

MKT Obj

Introduce product to 50% urban target Successful sampling to 15% urban target

Maintain 30% urban users Recruit more 20% urban & 10% rural users

Maintain 50% urban & 10% rural users Recruit 20% urban & 40% rural

Maintain 30% frequent users of TRAINING Loyal

MKT Strategy

Launch Hero: GURU Network Launch GURU Training Source of business Launch GURU Opportunity

Double frequency by enhancing content of training Establish Job-broker Launch Online & Offline Seminar Launch ads

Double frequency by enhancing content of training Launch Career fair Launch Government conference

Enhancing the content of training

2015 2016 2017

20% AC (urban)

We have been there

Aware, Trial -> be confident

Traditional

46,5% AC 30% CON

We follow your employment journey

More than a haft of 15-

50 yo DP experience GURU -> join the journey

of employment

Traditional, internet

TAR

GET

KEY

MESSA

GE

30% AC (double frequency)

We will help you

out

Share to other

Compro-miser

Traditional

>50% CO

37,5% CON

We empower

you

Love

GURU

Traditional, internet

>50% CO

46,5%

CON

We

welcome

you back

as

empowerer

Be partner with GURU

Traditional

, internet

Aware & trial

Personalize evangelize Under-stand

DESIR

ED

RESP

ON

SE

KEY

CH

AN

NEL

LAUNCHING PLAN

OBJEC-TIVE

30%

X-abled people in the segment

of ACCEPTER in urban areas

Be aware of

and try GURU

A

communication campaign across TVC, RADIO and ACTIVATION

GET WHO TO BY

TARGET AUDIENCE

ACCEPTERS aged

16-35, mostly in

urban areas

Open to

communication

GURU

BARRIER DRIVER

Tendency of

remaining alone

Hesitation to ask

for money

The push of their

relevant peer

Financial

supporting

NO ONE CAN

FEEL OTHER’S

PAIN.

I AM AN ACCEPTER WITH A TOO

IDENTICAL PAIN THAT DO NOT

BELIEVE IN UNDERSTANDINGS. THAT

MAKES ME SUFFER.

BRAND MANIFESTO

Connect you

with the X-abled

people that are

most relevant to

your situation

BIG IDEA

WE HAVE BEEN THERE

KEY MESSAGE On GURU, you are not alone

85% families with X-abled people have TV

45% families with X-abled people have radios

On-ground evidence for our product

86,7% X-abled people have mobile phone

CONSUMER TOUCH POINTS

TV RA-DIO

MO-BILE

ACTI-VA-TION

SOURCE: Viện nghiên cứu Phát Triển xã hội và khảo sát

Trigger SEP

Experience OCT - DEC

Advocacy DEC-JAN

Trigger their need to find sympathy

Let them experience finding the most

relevant peer through GURU

Celebrate the change when they

find each other

There are people out there who shares your

pain Let’s experience

Let’s celebrate the beautiful result of the

action

TVC SAMPLING JOURNEY FIELDTRIP EVENT

Radio advertising SMS advertising

Radio show SMS interaction

Radio reportage News reportage

PHASING

OBJECTIVE

KEY MESSAGE

KEY HOOK

SUPPORTING TACTICS

TVC A 30s TVC where 2 X-abled people (one is employed, one is not) stays separately

in 2 black booth, telling their employment stories, realizing

how identical they are. Ending: He has been there, just like you. On GURU, you

find him.

SAMPLING We organize booths at X-

abled people’s gather places for them to try GURU via interactive machine. The

booth is well equipped for

different types of disability. Message: try GURU, find your most relevant path. Besides, to reach them more directly,

we call and send SMS.

EVENT

We organize an offline event for those you got help from

GURU network to meet and share experience, playing

together game, establishing our 1st step in empowering X-

ability community

Evaluation process

Pre-Launch Launching Post- Launch

Concept Test Packaging/ Price Test CPT

TVC performance test STM Total offer tests

Purchasing behavior NPS Penetration Loyalty Market share Operational factors Relative price Share of media Distribution Consumer mind Levels of brand awareness Claimed Purchase & perceived image Quality Consumer complaints

EVALUATION

SUM UP

The Specialized Employment Network For X-abled People on Mobile phone

A Brand promises to Empower X-abled Workforce For Accepter X-abled, to get a job, to be less dependent. Trust us with our Strategic Partners + Technology “Together, we rise” Join GURU