Reference no: EM13944764

What is Chineasy?

China is home to ancient traditions, breathtaking artwork, and what is currently one of the world's strongest economies.

The Chinese language has long been considered the most difficult major language to learn, largely on account of the vast number and complexity of its characters. ShaoLan is acutely aware of, once she is a Taiwanese native now living in London. When ShaoLan began to teach her British born children Chinese, she realized how difficult Chinese characters are for a native English speaker to learn. It was like torture for ShaoLan kids! So she spent many years looking for a fun and easy way to teach them how to read Chinese. After years of searching, ShaoLan realized that none of the methods out there were engaging or efficient enough. So she did what any entrepreneur would do, ShaoLan created her own method to learn how to read Chinese characters: Chineasy (chineasy.org). And you know what? It works.To create a marketing campaign based on the marketing mix to launch as a ‘product of choice' (tangible or intangible) for three specific groups based on Baby Boomer, Gen X and Gen Y.

• You must pitch your idea to convince us, the directors of Chineasy, that we should hire your agency!

• You will present to a panel of ‘Directors'

• Every member of your syndicate group have to participate and speak during the presentation

• You must be in appropriate business dress, ICMS style, or dressed to an appropriate theme

• You may use props and...

• ...if you do it is your responsibility to ensure that you have the technology under control before you are called upon to present. That means prior to the tutorial time

• You have to use power point slides, Presie or any similar slide show presentation program that you dominate its applicability.

• No one will be allowed to access their presentation on the web... you must use a USB key. It is your responsibility have back up and ensure you have it saved in more them one USB.

• No reading, no notes, palm cards etc will be allowed in the presentation. You need to know it!

SPECIFIC REQUIREMENTS:

• You will be judged on your ability to leverage every part of this subject you have covered up to and including additional readings, not just advanced chapters from the textbook. That includes market research. The Board is looking for originality as well as evidence of a disciplined marketing process.

• Your objective is to create brand awareness and generating sales. Your timeframe is an initial launch period of three months with a plan to address a full twelve months from the launch.

STRUCTURE/ FOCUS OF YOUR PRESENTATION

1. Strict 10 minutes presentation
2. Executive introduction (a verbal ES is all that is required)
3. Situational analysis - an overview only
4. Marketing and communications objectives
5. Identification of target markets
6. Marketing strategy
7. Campaign plan
8. Evaluation criteria and methodology.
9. Reference List (on screen where appropriate)