BESTA Marketing Project

Organizer: Besta Ltd.

Sponsor: Exception PR Ltd.C.E.O.: Ada Lin 林芷芸

Marketing Manager: Mickey Tsai 蔡孝宇

Public Relations Manager: Lisa Lin 林虹君

Outline• Introduction：

A. Main Ideas

B. Target Customers

C. Reasons

• Social Value

• Marketing Promotions：

A. TV & On-line Commercial

B. Promoting Activity: Parent-child Recitation Contest

• Poster

C. Language Cram School of Community

Introduction

Do you remember the joy when

you were learning foreign languages?

Now, your children are facing the

pressure of exams, will you cheer

them up?

The best way to help them

learning is to accompany rather than

supervise.

Let’s learn again with your

children!

Main Ideas

• The operation of the computer is too complex,

therefore, the intuitive interface of Besta’s

electronic dictionary is easier to be understand.

• New target customer：About age 50 with

foreign language learning intend.

• Learning with the children.

Target Customers

• Over age 50 with the willing of learning foreign languages

http

://blo

g.x

uite

.net/je

rrych

en1103/b

log/2

1484649

http://www.edtoy.com.tw

http://ng992.blogspot.com/2010/12/lotus.

html

http://ng992.blogspot.com/2010/12/lotus.html

Reasons

• Global Trend：Learning second language

• The high average age v.s. the low birth rate

• The problem

within parents and childrenhttp://mp.cacafly.com/?p=4358

http://ptssouth.blogspot.com/2009_02_01_archive.html

http

://ww

w.h

udong.c

om

More Details: Teenager’s

Internet AddictionThe Terrible Teen’s Internet Addiction

Social Value

• Lifetime Learning：Helping the elders who are over age 50 to learn foreign languages.

• Parent-Child Learning ：By learning with children, hoping that there would be more interactions between parents and children.

Marketing Promotions

TV & On-line Commercial

Community Cram School Promotion

Plan

Parent-child Recitation Contest

Increasing the rate of target customers

The stage and chance for presentations

Using learning sources and tools

Brand Marketing

Playing Chanel and Time

Mon.–Fri.*

p.m. 6:30-10:30 台視, 華視, 中視, 中天新聞台, 東森新聞台, 三立新聞台

Sat.** p.m. 12:00-11:30 台視, 華視, 中視, 中天新聞台, 東森新聞台, 三立新聞台, 三立, 八大, 衛視

Sun.** p.m. 12:00-11:30 台視, 華視, 中視, 中天新聞台,東森新聞台, 三立新聞台, 三立, 八大, 衛視

On-line Besta’s official website & Facebook

* After working and school, news will be the first

choice that people would switch to.

** Weekend: People usually get up later, therefore, the

time will focus on noon to night. Moreover, entertain

programs are good choice, too.

TV and On-line Commercial Film

Marketing Promotions

• Community Classroom Promoting Plan

Cooperating with the instructors of the

Community Cram School and offering one to

two electronic dictionaries to the Cram School

to help the students expiries the advantages of

Besta’s electronic dictionary.

Marketing Promotions• Promoting Activity

Parents – Children Recitation Contest Main Idea: Achieving the goal of lifetime learning and closer the

relationship between parents and children

Content: Do you want to learn foreign languages? Or are you learning

it? Just upload the clip that you and your children are reciting

foreign languages poem to Besta’s Facebook, you may get a Besta

electronic dictionary!

Award: First Prize—Besta electronic dictionary*1 & Free voucher of

theme park*1

Second Prize—Besta electronic dictionary*1 & & Discount voucher of

theme park*1

Third Prize—Besta electronic dictionary discount*1 & Discount

voucher of theme park*1

Like It Prize—Besta electronic dictionary discount*1

Event Date: 2012/07/02 ~ 09/28 Announcement Date: 2012/12/03

Marketing Promotions•Poster

Poster Location

• Official Website/Facebook

• University/High School

• English Learning Magazine

• Community Cram School

Promoting Budget

• TV:

After popular programs:

NT$25,000/10seconds*times

• On-line:NT$0

• Poster:

Colleges/high schools/community classrooms=500 posters

About NT$5,600

Print & Mail NT$3.5*500=NT$1,750

English Learning Magazines: NT$200,000*Publishers

Besta, your best choice;

Exception, your only option!