Báo cáo cuối kỳ môn Direct Marketng Doanh nghiệp SSVN

Báo cáo cuối kỳ môn Direct Marketng Doanh nghiệp SSVN ABOUT SSVN COMPANY: Overview: Business registration name: SSVN Survival Skills Co., Ltd Type of organization Business with social impact Business areas Educationskills development training Products and services: First aid training program Mission: A social enterprise with the mission to reduce preventable deaths and injuries in Vietnam via first aid education to international standard.

SUBJECT: DIRECT MARKETING LECTURER: LE HONG DAC SURVIVAL SKILL (SSVN) DIRECT MARKETING PLAN GROUP 4: FLAMES Nguyễn Thị Ngọc Mai Trần Thị Hoàng Anh Phạm Thị Mỹ Linh Trần Lê Tường Vy Đinh Thị Linh Nhi I ABOUT SSVN COMPANY: 1) • • • • • Overview: Business registration name: SSVN Survival Skills Co., Ltd Type of organization Business with social impact Business areas Education/skills development training Products and services: First aid training program Mission: A social enterprise with the mission to reduce preventable deaths and injuries in Vietnam via first aid education to international standard 2) Stages of development:  2014: Survival Skills Vietnam (SSVN) was founded by Ms Trang Jena Nguyen and Australian rescue expert Tony Coffey in 2014 as a non-profit first aid education education project for schools;  2017: Received the warm support of the community, in order to develop SSVN in a sustainable way to fulfill the dream of each Vietnamese family having a person who knows how to give first aid properly;  2018, SSVN transformed its model into a Social Enterprise Thanks to that direction, so far, SSVN has helped more than 55,000 Vietnamese people access first aid knowledge 3) Trade program: SSVN is proud to be a regular training partner for more than 100 leading brands in Vietnam as well as in the world: • Corporate training • Personal training • E-learning: elearning.survivalskills.vn 4)        Social program: School first aid education Community first aid education Water rescue training First Aid Mobile Application First Aid Manual TV show Youtube Channel: Survival Skills 5) Study program  Personal First Aid Course  Corporate training: hour or hour practice course Design class is as fun as joining team building There is a training certificate for Enterprises: 6)     Community activities Workshop 2.5 hours of knowledge instruction Support training first aid for disadvantaged groups Implement CSR program with Enterprises UEFers learn about Social Impact Business with Social Enterprise SSVN 7) Special projects  Women's Empowerment Club (WEC)  First Aid App 8)    Special projects Rescue team “Angel” Lifeguard training and funding of water rescue equipment TV program: HTV, VTV, Vĩnh Long, 9) Project achievements  Helping 55,000 Vietnamese people access first aid knowledge;  Top 10, Blue Venture Award 2019  As a speaker, judge, and trainer for most of the programs and contests related to Social Enterprises in Vietnam 10)Partner  Professional first aid training partners: Survivor (Australia), Surf Life Saving (Australia), Australia Life-saving Academy (Australia), Center for Public Health Research and Support (Vietnam), Research Center Health Improvement Research (Vietnam);  Professional partners in management and entrepreneurship: Innovation Institute, University of Economics Ho Chi Minh City, Cascadia Business Development (USA), Maureen and Mike Mansfield Center – University of Montana (USA) II SWOT: Strengths:  The international program is compiled and updated by Australian experts every year and cooperates with many major partners  Practical knowledge, practical experience from more than 30 years of doing rescue work from experts, Focusing on practice, helping students become more confident in real emergency situations  Rich materials via mobile apps, ebooks, Youtube and many other materials to memorize knowledge  More than 100 businesses trust SSVN's course Weaknesses:  SSVN just appeared, so brand awareness is still weak  Marketing activities are not professional, not invested much and limited on Social Media channels  The cost of the course is higher than the customer's demand Opportunities:  There are very few competitors in this field at the moment  High growth opportunities, promising due to the needs of businesses to buy first aid courses for their employees, women are increasingly concerned about health and safety for their families get a raise Threats:  The method of teaching first aid skills is still quite new to the majority of Vietnamese people  There are always free video tutorials on social networking sites like Youtube, Facebook, etc  The biggest challenge of SSVN is that Vietnamese people not really care about First Aid, not need to buy First Aid courses and are not aware of the importance of First Aid in life III MARKETING MIX: Product:  First aid course for businesses, individuals and children  Currently, there are two courses: Online theory course and online theory combined with face-to-face practice For example, basic first aid theory course, quit smoking, cardiopulmonary resuscitation, First aid training course for family accidents, Personal first aid course  It can be seen that SSVN has many different and useful courses for its customers Price:  Each course will have different prices  Theory course includes an online theory course with many FREE courses (not for businesses) For example, Smoking cessation instruction, first aid introduction, flood injury first aid, European first aid kit instruction manual, etc Besides that, there is also a FREE course and the cost will vary depending on different courses For example, Theory of Cardiopulmonary Resuscitation - 399,000 VND; Basic first aid theory 899,000 VND; Child care theory - 599,000/ in 365 days,…  The course that combines theory and practice will have a slightly higher price difference Child care course - 1,190,000 VND; Urgent care - 1,290,000; Basic first aid - 1,799,000 VND; Cardiopulmonary resuscitation - 599,000 VND… Place:  Head office: 232/6 Vo Thi Sau, Ward 7, District 3, Ho Chi Minh City  Not yet expanded in many provinces Mainly in HCMC Promotion:  IV Organized a free workshop to reach target customers, but until now, no ads have been run STP: 1) Segmentation: Demographic  Age: above 12 years old  Gender: All  Occupation: All Geographic:  Target mainly cities (HCMC specifically) Behavioral:  People who are:  Paying much attention to health  Willing to get acknowledge about surroundings  Prefer outdoor activities  Enjoy playing sports Psychographic: Our customers would have a mindset which is  Up-to-date and Innovative  Care for surrounding environment  Always get curious and conscious  Dynamic  Willing to pay for life experience and financially healthy 2) Positioning: V DIRECT MARKETING STRATEGY FOR ELEARNING FIRST AID CHILD COURSE: 1) About the e-learning course: a) Compiled and presented by expert Tony Coffey  With practical knowledge  Confidence in real-life emergencies  Mr Tony Coffey is a first aid specialist working in Australia's largest city, Sydney He is in charge of first aid expertise for inner city, coastal areas and major hospitals in Sydney b) Cardiopulmonary resuscitation first aid: The Cardiopulmonary Resuscitation (CPR) course will help you to CPR properly, thereby prolonging the life of the victim The program is designed in parts: Part - Online class: helping you to equip yourself with basic first aid knowledge in approaching victims and knowledge about performing CPR Part – Offline practice class: After mastering the theory, practice is a must for you to CPR properly and effectively In the practical class, you will: Trainer directly guides and adjusts the movements for you Practice on a macho model to familiarize yourself with the intensity and tempo of CPR Trainer will directly answer your questions/difficulty in first aid/cardiopulmonary resuscitation c) Basic first aid: First Aid – Basic is a training program that combines knowledge and practice based on the latest international guidelines from the International Committee of Resuscitation (ILCOR) and the American Red Cross to help you get the most out of your life the most up-to-date knowledge and confidently and accurately handle common emergency situations d) Baby care: The program focuses on how to handle common problems when taking care of children: choking milk, choking on foreign objects, falls, burns, convulsions 2)        General statistics: 95% of traffic accident victims not receive proper first aid More than 2000 children die from drowning every year 200,000 people have a stroke every year, only 10% recover 51% of cardiac arrest victims die before being hospitalized Mortality rate can be reduced by 15-20% if first aid is done correctly and in time Statistics on common accidents among children at preschools According to a research team from the Vietnam Institute of Educational Sciences, in the cases of children over year old who die, 25% are due to diseases, 75% are due to accidents  According to statistics of the Environmental Management Department, each year, more than 370,000 children are injured in accidents, of which the age group 0-4 accounts for 19.5% For every 100,000 children, 24 children die from an injury or the equivalent of 18 children die from an injury every day Boys tend to have more frequent and severe injuries than girls The mortality rate in men is three times higher than in women  When surveyed with preschool teachers, the results show that 86.6% of common accidents are caused by falls; 11.3% due to stuffy, blocked airways; 4.5% due to sharp objects; 2.3% due to poisoning, asphyxiation The main cause of children's accidents is the lack of facilities, toys, and tools, teachers' understanding of the causes, how to prevent them, and the lack of first aid for children The percentage of children is high, and the teachers' ability to observe and control is limited 3) Objective:  Reach 5000 people 10% increase in final revenue in 2022 SURVEY QUESTIONS: SYSTEM OF KIDS LOVE YOUR CHILDREN DISTRICT 10 Frequency of children having foreign body cavity at Kindergarten - Depending on the age of the child: for babies as young as 12 months to 25 months, there will be a situation of hollowing, choking on food or milk, depending on the health of the child and the food the child receives cause foreign body cavity or not - Older children from years old to years old: may choke, choke on food, vomit because they don't chew well, swallow hard or accidentally swallow small objects while playing - The frequency in the large class, the children will have less cases of foreign body cavity than in the small class Frequency of children having heart, lung and respiratory problems - Before entering school, parents have the responsibility to declare the health status of their children to the school and the teacher to be well informed Teachers pay attention to special cases, recognize signs when children have negative changes in health and notify parents to pick up children and monitor - Limit the admission of children when their health is not stable in the morning when they go to school - For children showing signs of asthma, parents will send the school, the medical department, tools and medicines to support the child when needed Includes doctor's prescription and instructions Frequency of children having broken bones, skin abrasions - Cases of skin abrasions are inevitable when going to school Teachers cover and handle situations when children are scratched on the skin - For more severe cases: fracture, first fix the broken position and bring to the emergency room Information to the young family soon after Can the school health department handle child accidents? - Currently, the school's medical room can only provide first aid for the following cases: fever reduction for children, diarrhea - abdominal pain, topical medication for insect bites, external wound cleaning, fixed splints If the case is more severe, the family will notify the family to pick up the child for examination or the family cannot pick up the child, the school will take the child to the hospital for monitoring First aid is important in the ECE training system - When choosing a career as an ECE teacher, the girls identified the difficulties in their work Besides teaching, she was always the one to follow the children Therefore, the basic first aid lessons the teachers and children have basically understood and practiced quite well During their study at the school, the girls all participated in training and practice to practice the necessary skills when giving first aid to children at school 6 Are teachers required to learn and know about first aid? - Basically yes Have you ever had an unfortunate case of not giving first aid in time? - No unfortunate cases happened Do MN schools organize good training for teachers and caregivers to attend first aid skills courses? - Currently in the District, every year, there is a training course on first aid issues for schools and teachers to study together Do parents often exchange concerns and want to know more about their knowledge and experience of child care and first aid with teachers? - Parents pay more attention to children's eating and hygiene Only children who are hyperactive, jumpy, or have health problems will often talk to their teachers, ask them to pay attention and cover the children more to avoid unfortunate incidents and collisions with children and with you 10 If there is a course on general knowledge and experience of first aid and child care, are teachers and parents willing to sign up for the course? - Learning more knowledge about care and first aid is a good thing for teachers and parents Will know more measures and ways to prevent as well as give first aid at home for children and relatives when there is an incident ELEARNING FIRST AID CHILD COURSE’S TARGET CUSTOMER PORTAIT: Demographic:  Age: above 27 years old  Gender: all  Occupation: private preschool teacher, parentrs with kids  Income: Above 15 milions/ month Geographic: target mainly cities (HCMC specifically) Behavioral: People who are  Paying attention to health  Already gave birth or frequently interacting with children Psychographic: Our customers would have a mindset as  Adore children  Care for and want to protect children  Willing to expand surrounding knowledge FAB ( SSVN ) Fearutes International Program Practical knowledge Focus on practice Abundant material Advantages Benefits Boost the number of course SSVN image expanded registrations Increase customer database size with full details FAB ( Customers ) Fearutes Sign up for a discounted course VI Advantages Reduced course registration costs Benefits Expand first aid knowledge and skills Communication plan Direct mail: a) Direct mail for B2B: Send mail to businesses such as preschools, universities, health departments of enterprises b) Direct mail for B2C: From enterprise we have a database Such as preschool teachers, medical staff, data on parents with young children Send email invitations to join the free courses for the above database, stimulate demand Preschool collab:  According to the demand survey  Preschool teachers and parents with young children have a need for childcare courses  Cooperating with preschools to sell courses for parents as well as working preschool teachers Event:  Summer camp  Summer is the most suitable time for children to have outdoor activities, to learn many new things that are not found in books  The newly organized summer camp hopes to help children gain more practical knowledge and survival skills in common cases Workshop:  Organizing seminars at universities, kindergartens,  Bring knowledge as well as the importance of survival skills to more potential customers  From there, increase the reach, get more target customers Social network:  Social network channels need to be polished like Facebook, Instagram, Youtube  Focus on SEO and Google ads The website not only has rational lessons but also emotional ones such as unfortunate accidents because of not giving first aid in time, the importance of first aid in practice Promotion:  20% discount on tuition for preschool teachers  If there is more than 50% teacher participation will get 30% discount  Parents of preschools who have participated in the course receive a 15% discount VII BUILD CUSTOMER SERVICE PLAN Database building strategy: Database collection process at kindergartens - Amount to collect: 5000 people Step – Contect and connect international private/bilingual preschools in District 2, District 3, District in Ho Chi Minh City Step - Email the course information to preschool teachers Step - Disseminate information of courses to parents through workshops / picnics of preschools Step - Complete the course registration information In the customer service, we plan on proceeding key ways:  Offer  Response  Customer service  Processing Offer: By giving customers special offer, we also gain rewarding advantages such as: attract package orders from companies That also helps to push sales and promote brand Response: Through response with customer, we’re able to provide thorough information and withdraw we also have direct interaction from them This leads to help processing the purchase Customer service: Database is one of the crucial of every company In term of customer service, we gain the datalist of customer Through this, we also strengthen customers relationship by getting understanding segmentation Moreover, this lead to build solid trust for further purchase Processing: Finally, processing plays an important part It helps to ensure accurate customer database and secure them VIII BUDGET AND TIMELINE: STT 10 11 12 Direct Marketing activities Mail B2B Mail B2C SEO Facebook ads Youtube Workshop Camps Promotion for partners Promotion for parents Promotion for 1/6 Promotion for 30/4 - 1/5 Cost others (10%) Tổng Week Mail B2B Mail B2C SEO Facebook ads Youtube Workshop Camps Promotionfor partners Promotionfor parents Promotionfor 1/6 Promotionfor 30/4 -1/5 Intend time week 1,3 - T4; week -T5 week 1,3,4 - T4; week -T5 T4,5,6 week 1,2 - T4: week 2,3 - T5 week -T4,T5,T6; week - T4 week -T4, T5, T6 week - T4; week - T5, T6 full T4 full T4, T5, T6 week - T5, week - T6 week 3,4 - T4 Week Cost (VND) Measure effectiveness 80% of customers open mails and emails, 70% click on website links 6.000.000 7.000.000 5.000.000 5.400.000 10.000.000 75% search Gain 10,000 more reach, 40% increase in likes, comments and shares 85% of people reach reach 5000 people from 16 preschool at district 2,3,7 reach 2000 people from 16 preschool 11.000.000 4.000.000 48.400.000 Week Week Week Week Week Week Week Week Week Week