2. 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

3. 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.

4. 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

5. 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%

6. OUR CONSUMERWho they are – Their DRIVER – Their BARRIER

7. WHO THEY ARE GROUPING & PROFILING|
Easing pain Progressing
AchievingContentedFIGHTER 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.

8. We pick THE ACCEPTER
as our CORE TARGET
They have the biggest size They are capable of working, even handiwork

9. Their TENSION

10. 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

11. Barrier question
What barriers did the employed overcame?
What barrier preventing the unemployed from being employed?

12. 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

13. 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

14. 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.

15. THE SOLUTION
FOR THEM
IS AN INSIGHTFUL HELPING
HAND TO ENCOURAGE,
GUIDE AND OFFER THE
OPPOTURNITY TO BREAK OUT
OF DEPENDENCE.

16. OUR CATEGORYX-abled people employment community is our category
How is the category serving this need?

17. 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

18. 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

19. 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

20. 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

21. OUR PRODUCT SOURCE OF BUSINESS|
OUR
SOURCE OF
BUSINESS
MAIN SOURCE
GURU
TRAINING
SUB SOURCE
GURU
ADSSUB SOURCE
JOBS
BROKER
SUB SOURCE
SUBSCRIBE

22. 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

23. 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|

24. 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

25. OUR BRAND BRAND IDEATION|
BRAND
ESSENCE
EMPOWER
X-ABLED
WORKFORCE
Category
Truth
Product
Truth
Consumer
Truth

26. OUR BRAND BRAND PYRAMID|
EMPOWER
X-ABLED
WORKFORCE
TOGETHER WE RISE
TOGETHERNESS
ACTIVITIES
BRAND
BIG IDEA
COMMUNICATION
BIG IDEA
ACTIVATION
PLATFORM

27. OUR
PROSPECT
DENMARK has the highest EMPLOYMENT RATE
(70%)
AND their disabled people organisation are
strong and connected under the umbrella of
DPOD

28. 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|

29. 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

30. 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
TARGET
KEY
MESSAGE
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
DESIRED
RESPONSE
KEY
CHANNEL

31. LAUNCHING
PLAN

32. 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

33. TARGET
AUDIENCE
ACCEPTERS aged
16-35, mostly in
urban areas
Open to
communication

34. GURU
BARRIER DRIVER
Tendency of
remaining alone
Hesitation to ask
for money
The push of their
relevant peer
Financial
supporting

35. 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.

36. BRAND MANIFESTO
Connect you
with the X-abled
people that are
most relevant to
your situation

37. BIG IDEA
WE HAVE
BEEN THERE
KEY MESSAGE
On GURU, you are not alone

38. 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

39. 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

40. 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.

41. 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.

42. 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

43. 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

44. 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 