Asia Immersion Marketing Strategy The Marketing Nutshell 3

Asia Immersion Marketing Strategy

The Marketing Nutshell 3 C’s Customer Competitor Company STP Segmentation Targeting Positioning 4 P’s Product, Price, Place, Promotion “Integrated Marketing”

3 C • Customer – P 1 -3 Students – Bilingual -> Tri-Lingual Schools – Local Government Schools • Competitor – – – English Training Institutes Tutor Franchisee School Teachers MOE Plaza Electronic Dictionary • Company – CAMT (Theory + Technology + Entrepreneur) – Lezhi Software, Maipu (Chinese-English Lessons) – School of Language and Culture, Chengdu University (100 Chinese teachers/year) – Or. Olarn (Vision + Government Policy) – K Yingrutdee (Culture + Mind. Map + Advertising) – K Piangor (Korean Expert) – K Surapat (Computer Expert and International Trade)

Segments of Tablet in Thailand • Life-Styles – AIS Book Store – True (App. Store + Android Market+ New Media) • P 1 -3 Language Skills – – Big Name Schools Gov Schools Bilingual Schools Private Schools • P 4 -6 Edutainment Skills • M 1 -3 Teenage Social Skills – Local Gov Schools • • • M 4 -6 University Admission Graduate Students + English Test Parent (Second Language Threat) Government (AEC, NT, PISA) Business

Target Segments for Asian Immersion • New Generation Life-Styles – AIS Book Store (i. Pad) – True (App. Store + Android Market+ New Media) • P 1 -3 สพฐ. • P 1 -3 Language Skills – – Big Name Schools Gov Schools Bilingual Schools Private Schools • P 4 -6 Edutainment • M 1 -3 Teenage Social Skills – Local Gov Schools • • • M 4 -6 University Admission Graduate Students + English Test Parent (Second Language Threat) Government (AEC, NT, PISA) Business

Position e-Publisher: 4 P • Product – – – • Price – – – • Download 5 Baht/Lesson/Day Book 50 Baht/Week Bundle 500 Baht/Mobile Franchisee 1, 500 Baht/Month 20% Loyalty Fee Trilingual School 500 Baht/Year Place – – – • Tutor Schools Chinese Internship teachers 100/Y Chinese-English Lessons Basic English 850 Vocab in 1, 000 Bedtime Stories (P 1 -3) 2 nd Languages = English + Chinese Teenage Life-style (M 1 -3) Big Name Schools Private and Bilingual Schools Franchisee Tutor near Primary Schools/อนบาลประจำจงหวด Local Government Schools Internet/Book Store Promotion – – – CNX “Singapore of GMS” = Land Link of ASEAN = English-Chinese Speaking Chinese Internship Teachers with Tablet Technology in English-Chinese Tutoring English-Chinese Tutor School embedded in Top Schools in Chiangmai English Teacher Entrepreneurs (Franchisee)/Incentive Parent Presenter (Mass media)