Young Marketers Elite Graduation 2015 - Team 3
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FINAL EXERCISE ELITE GRADUATION
Trung Hieu – Huong Giang – Dinh Huong – Duong Luong – Ngoc Tran
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The question is: WHAT’S THE NEXT TYPE OF CONNECTION?
Connection of person-to-person Connection of person to digital content (information, music, video, game…)
The next of connection is connection of person to non-digital content from “real things”
Because people expect technology will go beyond
- A B I T A B O U T S M A R T P H O N E -
WE CALL THIS: REAL-OBJECT CONNECTION
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- P R O D U C T I D E A -
REAL-THING CONNECTION
enables connection between smartphone and real objects SE
CURI
TY
HOM
E HE
ALTH
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Connected objects that are e m b e d d e d t o y o u r transportation to keep track of gasoline, location if lost,…
TRANSPORTATION-THING CONNECTION
Connected objects helps to boost productivity and
EDUCATION-THING CONNECTION
B-SENSOR Object
B-SENSOR Object
No one can access your data, except you
B-SENSOR Object
BCloud
REAL-OBJECT CONNECTION PRODUCT IDEA:
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CONSUMER & HOME HEALTHCARE & LIFE
SCIENCE SECURITY
RETAIL TRANSPORTATION
APPLICATION | BENEFITS
Number 1 security software in Vietnam
Foundation on people connecting to objects through smart devices
BKAV ROOTSTRENGTHS
BKAV already has a solid foundation of security in digital world We will adapt this strength to our new kind of connection
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TARGET CONSUMER | THE WEALTHY According to Boston Consulting Group, Vietnamese AB+ will reach 30% in 2020 30%
According to Economist Intelligence Unit, Vietnam is the 3rd country which has the fastest growth in rich people from 2014 - 2020
WHO ARE THE WEALTHY?
DEMOGRAPHIC -Income: AB+ -Living in 6 key cities -Living busy, on the go, big spender -High social status -Higher demand in security for property things
INSIGHT
“The more I have, the more I fear. I want a solution to help me feel secured for valuable things I have”
WE ARE SELLING SECURITY ON YOUR FINGERTIPS
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- WHAT WE ARE OFFERING -
Smartphone is the hub of all the sensors stuck on valuable objects surrounding you
FEATURES Sensors will always keep track and show: -Environment awareness (humidity, temperature, gas,…) -Location -Detect human presence -Alarm system
FUNCTIONAL -Secure all valuable assets -Proactive warning of any unexpected incidents
EMOTIONAL -Feel worry-free about their assets (physically, digitally) -Sense of staying controlled their assets
- BRAND ESSENCE -
SECURITY ON YOUR
FINGERTIPS
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COMPETITOR TARGET CONSUMER: THE WEALTHY Apple: Simplify technologies, let it serve consumer in the easiest way Samsung: Innovate technology for consumer to live a more comfortable life Microsoft: Focus on technology of camera to offer consumer memorable experience Oppo: See smartphone as a personal accessory to show their characteristics
-Income: AB+ -Living in 6 key cities -Living busy, on the go, big spender
“The more I have, the more I fear. I want a solution to help me feel secured for valuable things I have”
INSIGHT
RTBs
DISCRIMINATOR
VALUES & PERSONALITY
BENEFITS Only BPhone can unify all the security gadgets for easier control
- S e c u r i t y B - s e n s o r s a r e developed distinctly for unique connection to BPhone. -Having a cloud system for all sensors
Secur i ty , c las sy , I n n o v a t i v e , Progressive
Functional: -Secure all valuable assets -Proactive warning of any unexpected incidents Emotional: Worry-free, sense of control
-High social status -Higher demand in security for property things
- BRAND KEY -
SECURITY ON YOUR
FINGERTIPS
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BRAND 360 degree
BRAND ESSENCE
SECURITY ON YOUR FINGERTIPS
BRAND COMMUNICATION IDEA
A GUARDIAN FOR THE WORTHEST
ACTIVATION PLATFORM
TECHNOLOGY HOUSE
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Proposition
Product
Place Promotion
Price
Name: B-Phone package Including: -Bphone -B-sensors
A guardian for the worthest
5Ps
Online Showroom
Security on your fingertips
20 mil VND + SECURITY ON
YOUR FINGERTIPS
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FINAL EXERCISE ELITE GRADUATION
THANK YOU