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E-MARKETING EDUCATIONAL TOYS

Provide a comprehensive solution to improve physicality and math for kids. E-MARKETING EDUCATIONAL TOYS. Group 1 – VEMBA 7 1.TRAN, Thanh Tung 4.DO, Anh Thu 2.ROSALES, Carla 5.NGUYEN, Hoang Anh 3.PHAM, Minh Tri . Customers. Who? Vietnamese Parents (age 25 – 55) living in urban areas.

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E-MARKETING EDUCATIONAL TOYS

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  1. Provide a comprehensive solution to improve physicality and math for kids E-MARKETING EDUCATIONAL TOYS Group 1 – VEMBA 7 1.TRAN, Thanh Tung 4.DO, Anh Thu 2.ROSALES, Carla 5.NGUYEN, Hoang Anh 3.PHAM, Minh Tri

  2. Customers • Who? • Vietnamese Parents (age 25 – 55) living in urban areas. • Earning medium-high income (A & A+ Class). • Having kids with ages from 2 to 12 years old. • Willing to enhance their child development. • Belonging to high education level who searches regularly to update their product choices. • Influenced by experts, friends & family (via their work place, kid’s school and online community).

  3. Market Size

  4. Customers Need: • What do they need? • They wish to buy products to enhance their kid’s physicality and logical mind (especially they are busy and don’t have much time for their kids). • What else? • Their kids are the most important to them; physical and math toys are smart ways to entertain and develop their kids. • They look for quality and safe toy (focusing on innovation and safety). • They search for reliable brands and trustable sources. • When they need? • Educate their kids, enhance their development. • Reward their kids (a gift for their kids at special events) • Where to use? • At home, school, outdoors, kindergarten. • Where they buy? • Online, retail stores, super market, shopping mall. • How to use? • Easy to use and easy to be consulted: instruction note, hotline consultants, online instruction.

  5. Product description • Physical and math development toys for children from 2 to 12 years old with famous and trustable international brands • Strategic partners: Huffy cooperation (US), Vtech Technologies Corporation (US), Elenco Electronic Incorporation (US), Kahootz company (US) • Training and consultation for kid development to parent

  6. Product description • Capabilities = Assets + Competences • What features are most important to customers? • Quality and safety standards of the products (attractive to children in international market) • Unique contracts to be the sole dealer in Vietnam. • Reliable and well known brands. • Assets: warehouse, inventory systems • Partnership with a forum of parents having millions members which can be used as customer base for the product sale • Partnership with hundred of school in 6 biggest cities in Vietnam to promote the product • Expert advice in child development • Training with expert for parents to understand toy usability • What are customers doing that makes our product important to them? • Looking for safety, ability to develop the kid, expert advice.

  7. Consumption chain Purchase process Channels and tactics • Gets informed: • Research about ways to develop their kids. • Gets informed at school. • Visits Retail stores. • Finds toys that apply to their kids development stage. • Referral programs with partner schools & kindergarten. • Children associations. • Weekly expert advice blog. • PPC targeting keywords that specifically search for physical or math toys. • Webtretho.com forum • Compares information: • Looks for other site options. • Compares price. • Looks into product features. • Promotions and giveaways. • Customer training & videos. • Email campaign subscriptions for expert advice. • Purchase decision: • Product usability. • Site security. • Trustful site. • Checkout process. • Showroom customer service. • Website usability. • Repurchase: • Likes the product. • Likes purchase experience. • Gets more informed. • Thinks about child next development phase. • Customer product feedback. • Database of parent community. • Email campaigns to create repurchase.

  8. Entrance Strategy • Current market players: • Tuticare.com • Shoptretho.com.vn • Iqtoys.com.vn • Competitor’s business model: • Sell all types of toy categories. • Have a retail store in shopping malls (high capital investment) & sell online. • Have secondary distributors. • Distribute to super markets. • Offer a hotline customer care. • Commitment to enter market and to produce sales is high • They have already invested in high fixed cost, therefore, they are committed to generate a high inventory turnover and sales.

  9. Entrance Strategy • Power of supply: Medium • International brands have a high power because they can set up their own requirements to be able to be a sole distributor. • Local brands have low power because their brand is not well known, quality is low to medium, they don’t carry a certificate. • Threat of entrance: High • No certificates required to sell a toy. • Low capital investment to set up a toy store. • Substitutes: Medium • Electronic games • Mobile device games • TV and movies. • Buyer: High • They have a lot of choice for getting a toy.

  10. Business ModelWhat makes us different?

  11. Getting customers to Landing Page • Keyword chosen: 17 phrases • Kid toy in Vietnam,smart toy in Vietnam,do choi,do choi tre em,do choi tre con,do choi cho be,do choi phat trien tri tue,do choi phat trien the chat,do choi the chat,do choi phat trien tinh toan,do choi tinh toan,do choi tre em thong minh,do choi thong minh,chuyen gia tu van do choi tre em,do choi giao duc tre em,do choi giao duc • Monthly active searches (from Keyword Planner): • Location: Vietnam • Language: Vietnamese, English

  12. Getting customers to Landing Page • Traffic Estimation: • Location: Vietnam • Language: Vietnamese, English • First option: Max CPC: $0.5, Clicks: 394, Impressions: 8100, Cost: $60.75/day

  13. Getting customers to Landing Page • Second option: Max CPC: $1, Clicks: 415, Impressions: 8100, Cost: $90.18/day • Revenue: 3% of clicks (conversion) • First option: $540/day (12 customers, $45/customer) • Second option: $585/day (13 customers, $45/customer)

  14. Website Usability • Chosen option: Max CPC: $0.5, Clicks: 394/day, Impressions: 8100/day, Cost: $60.75/day or $1822.5/month • Monthly revenue: $16,200/month (3% of daily clicks become actual customers, $45/customer) • Website: Implements the Consumption Chain • Get information (Home Page – Category Page – Detail Page) • Compare information (Category Page - Detail Page) • Purchase decision (Payment Page) • How we lead customers from one page to another? • Home Page: interesting information, stimulating curiosity • Category Page: list of products with impressive images + product detail • Detail Page: differentiation from current competitors • Payment: secure, simple and fast • How many steps are there from Landing Page to Conversion (collecting payment)? • Max 4 steps: Home  Category  Detail  Payment

  15. PROFITABILITY FORECASTWorst :

  16. PROFITABILITY FORECASTExpected:

  17. PROFITABILITY FORECASTBest

  18. OUR EXPECTATION: • To find the PARTNER with retail or/ and educational business background • To call for investment of $50K for 10% stake.

  19. Thank you for your Attention Q&A

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