Group 5P Round 1 Marketing Challenger The Handwrting Campaign

2. The Market Background
THE MARKET BACKGROUND
BACKGROUND
People, especially teenagers living under various impacts of the modern world, might have forgotten the true
feeling of receiving a handwritten letter on their special days. Now with the development of Internet and many
social networks, we are getting used to the fact that a congratulation or a happy birthday wish could be sent
online with requiring people to meet face-to-face. While this is convenient for people living far apart each other,
it has also lessen the meaning and feeling behind those typed words.
On the occasion of the approaching Teacher’s Day, many people are wondering what to give their teacher to
show their gratitude and appreciation.
ABOUT TIKI:
A famous e-commerce Brand
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3. The Market Background
THE MARKET BACKGROUND
Market survey :
The result:
Online survey was sent to 150 people
Depth – interview :50 people
Other ideas are searched on website forums.
62,4% said that they would give presents for teachers
on Teacher’s Day 20/11
38,6% did not have any plan because
+ nervous when meeting
+ geographic problems
+ ……….
Especially,
17%
of
38,6% those people who
didn’t have any plan said that they could not find a present that
is meaningful enough

4. TARGET CUSTOMER
STUDENTS ….
In age group: 16-25
In urban areas who are constantly exposed to the Internet
Income : average
and above average
Having desire to express appreciation to their teachers on
Teacher’s Day 20-11

5. CAMPAIGN’S TARGET
Increase the amount of people wanting to buy
Tiki’s books for their teachers by 20%
Increase Tiki’s brand awareness
Make Tiki the first brand that comes to customers’
mind when thinking about buying presents for
teachers
Increase sales by 15%

6. INSIGHT
The most valuable
present doesn’t come
from the store or the
I’m wondering whether my teachers
remember me or not :?
money. “They come
My budget is not big enough for an
expensive and meaningful present
HOWEVER
I don’t have enough time to select and
prepare a present
I can’t find a good present for my teachers
from your heart as
a reflection of the
care and appreciation
you feel for your
teachers on Teacher’s
Day”

7. Concept:
THE BIG IDEA
One word – Millions of thanks
Our idea and message:
Teachers who have inspired us and encouraged us to develop freely in our own ways. One of
the best and very first things a teacher teaches us is our own handwriting.
It is a small present, yes, but it’s a present full of
meaning and love from your heart.

8. OUR STORY: “THE
HANDWRITING”
The story tells about
Khanh – a retired
teacher and his very
special treasure: the
old handwriting of
Trang, a student who
had left a deep
impression in his
teaching life.
THE
STRATEGY
Trang’s handwriting
changed Khanh’s
thought about the true
meaning of the
relationship between
student and teacher.
Through out the story,
people will see how much a
student’s handwriting
words mean to the teacher.
Words written by the
student’s very own hand are
the symbol of love and
appreciation given to
teachers. People will then
realize the best present for
their beloved teachers is
wishing words by their own
handwriting.

9. THE STRATEGY
Step 1:
Introduce Clip
“The
Handwriting” on
Media Channel,
TVC, PR articles,…
Through the image of the
Handwriting words, remind
people of the meaning of
Teacher’s Day, the important
role of teachers in their life
and encourage them to
express appreciation to the
teachers
Step 2:
Organize the
“Thanks a
teacher”
competition on
Fanpage tiki.vn,
encouraging the act of
writing one’s own
thank you words for
the teachers.
Step 3:
Share meaningful
stories, images and
quotations about the
relationship between
students and teachers
on social networks to
support the message
“One word – Millions of
thank you”

10. Conclusion
Big Ideas
CONCLUSION
A word you write
thousand thanks you give
Thank you
5P
Five People Fighting