MARCOM PROPOSAL

AGENDA

1. INTRODUCTION

2. LEADERSHIP

3. CAMPAIGN

4. ACTIVITIES

5. CONCLUSION

1. INTRODUCTION

FOCUS

IF YOU ARE SELLING TO EVERYONE,

YOU ARE SELLING TO NO ONE

• Bikes play a vital role in Vietnam economy

e.g. Used for deliveries, taxi services (xe ôm), etc.

• “Brand loyalty” is based on old habits

i.e. Honda was the first one to introduce motorcycles into Vietnam

• Vietnamese people learn to ride at a young age

i.e. Teenagers are often seen riding electric bikes (no license required)

• Travelling is a popular activity across all generations

i.e. In-land tourists can be found day & night on the roads

• Government works on reducing the number motorcycles in circulation

i.e. Traffic congestion has important consequences for peoples’ health

CONSUMER

MARKET

• Vietnam is the fourth biggest motorbike market in the world

• Market divided between Honda, Piaggio, Suzuki, SYM, Yamaha, Kawasaki,

Ducati.

i.e. Honda takes the lead with over 60% market share – Yamaha: 19 %

• Bike sales in 2015 increased for the first time in four years

• Yamaha is the favored brand in Da Nang

i.e. 47% owners among bike riders

• Preferred retail price: between 1 – 2K USD

i.e. 100 – 125cc models are the most popular bikes

INSIGHT

• Half of the population is under 30 years old

• More and more young people study abroad

i.e. Courses are usually given in English

• Vietnamese are sentimental people

i.e. “Love” is an all-time favorite theme in popular media

• Messaging is the top activity among mobile users

i.e. Zalo and Instagram are the most popular social platforms after Facebook

• Word-of-mouth (WOM) influence sales greatly

i.e. Entourage’s recommendations

2. LEADERSHIP

DRIVE

PEOPLE ARE LEAD BY EXAMPLE

WILLIAM DO

• Highly Resourceful

• Charismatic and Charming

• Imaginative & Creative

• Quick-witted & Clever

• Rational & Logical

• Stress Resistant

• Upbeat and Able to spread

enthusiasm

AT WORK

• Asking for help

Rather than being stuck, receiving help is an opportunity to learn

• Acknowledging mistakes

When a mistake is understood, it will not be repeated

• Encouraging collaboration + Allowing independent work

An environment wherein everyone can speak freely

• Learning is a two-way street

Leaders do not know it all and might learn from their subordinates

• Relationships are built on trust

Trust brings Loyalty

FOLLOW ME

• Guidance

I would not send my people alone to go where I have never been

• Purpose

I would not ask my team to do something I would not do myself

• Greatness

I am only as good as my team

• Togetherness

To learn and to grow, always

• Responsibility

Accountability

3. CAMPAIGN

SHARE

PEOPLE ONLY COMPLAIN

IF THEY DON'T LIKE YOU

INSPIRATION

“Unsung Hero” (2014)

“Thai Life Insurance commercial series”

by Ogilvy & Mather Bangkok

TAKEAWAYS

• “Unsung Hero” has over 28,000,000 views from 232 countries

• Human connection between the company and customers

• Inspire people to care and do good

• Emotional Branding – Video features real people, not actors

• Clear message – The “Value of Life”

NO ONE CARES about your Marcom objectives

but EVERYBODY LOVES A GOOD STORY!

PLAN

OBJECTIVE

Reinforcing Yamaha positive

image in consumers’ mind

STRATEGY

Connect emotionally with

consumers through on/offline

activities

IMPACT

Provide value and emotional

experiences that surpass

customers’ expectations

TAGLINE

R E V E A LY O U R

H E A R T

LOGO

DELIVERY

• Scent

Tagline inspired by current Yamaha slogan “Revs your heart”

• Mark

Do good, Feel good

• Vision

Yamaha seen as “special”

• Echo

Positive word-of-mouth

• Voice

“Kindness is a language that the deaf can hear and the blind can see” - Twain

4. ACTIVITIES

GIVE

DON’T TELL THEM, SHOW THEM

LOVE SHOW

Video marketing

• Acruzo promotional video (2015) was a brilliant idea

• Inspire the audience with stories

• Produce video series to create demand

• Product placement

• Full-length movie opportunitye.g. Partner with TV channel

LOVE WINDOW

Website

• Be bold – Bigger logo & font

• Get personal with messages

i.e. Call-to-action headlines

• Humanize the welcome page

e.g. Show employees’ faces

• Link content to local news

e.g. Vietnam first’s gold medal

• Make videos obvious to click

on

LOVE STORY

Social Media

• Communicate as peer-to-peer

• Be a Mom: Advice

e.g. Riding safely in the rain

• Show you personality

e.g. backstage footages

• Engage with your fans

e.g. Mini-games with rewards

• Encourage user-generated

content

LOVE TAG

Roadshow

• Help fans to confess their love

in public

• Free service for online fans

• Reinforce Brand Equity

• Available in big cities

e.g. Da Nang, Hanoi, HCMC

• Partner with taxi services

e.g. Grab

LOVE SCENE

Movie stars

• Recreate scenes from popular

videos series in public (POS)

• Invite walkers to pose for a

picture

• Emotionally bond with

consumers

• Social media shareable

experience

• Increase brand visibility

LOVE TEXT

Smileys

• Free branded emoticons

• Push brand engagement on

Messaging apps

e.g. Zalo

• Talk to the younger

consumers in their language

e.g. Targeted ad campaigns

• “Free” advertising

• Collect digital data

LOVE HUG

Try and Buy

• Superior buying experience

i.e. “Get a ride with a hot host”

• Surprise customers with a

celebrity appearance

• Content buzz for Social Media

• Boost positive word-of-mouth

• Scalable marketing tactic

i.e. Halloween spooky ride

LOVE RIDE

Xe ôm

• Free taxi service

• Target people in neede.g. Elders going grocery shopping

• Strategic time allocatione.g. Hottest hours of the day

• UPgivingi.e. Distribute free masks

• Increase Brand visibility

SPECIAL MENTION

EMBRACE THE PHENOMENA BEFORE YOU COMPETITORS DO!

POKE LOVE

PokeTips

• Use lures to attract both pokemons and players

• Promote your local dealer (pokestop) on Social Media

• Connect with new younger customers

• Opportunity for mobile marketing

• Take your business on the roade.g. Organize Poke hunt trips

5. CONCLUSION

CARE

PEOPLE CARE ABOUT PEOPLE

NOT BRANDS

REMEMBER

• Sales happen after sales

Good after-sales is essential to WOM Marketing

• Mobile is the glue between online and offline

Concentrate efforts where the customers already are – Collaborate

• People attach more value to things that are few in quantity

Not all features need to be available everywhere

• Sustainability is a business requirement

Product innovation: Create high-performance electric bikes

• Great ideas are often ahead of their time

It is all about trial-and-error (data collection)

LAST WORDS

• Marketing is tactical (short-term)

Tactics are made to attract and activates buyers

• Branding is strategic (long-term)

It provides the company an identity, a personality; it creates loyal customers,

advocates, even evangelists, out of those buyers

• Marketing may convince a customer to buy a particular bike, but it is the

brand that will determine if he will only buy Yamahas for the rest of his life

ROI: When people are making a decision to buy a new bike,

Yamaha would be at the top of their list

WILLIAM DO – Marketing Consultant

wd.williamdo@gmail.com

“Where there is a Will,

There is a Way”