Final report direct marketing the company curioo vietnam

Introduce:With the point of view that "every child should learn and develop based on his orher personality", CURIOOkids - an international education brand founded byAustralian Mr.. That'

UNIVERSITY OF ECONOMICS AND FINANCE HO CHI MINH CITY

Members: Nguyen Huy Hoang

Ngo Thi My Uyen Nguyen Le Minh Thai Tran Hoai Nam

Ho Chi Minh City, 19th August 2022

1 Introduce:

With the point of view that "every child should learn and develop based on his orher personality", CURIOOkids - an international education brand founded byAustralian Mr Paul Blackstone, has pioneered the application of personalityassessment according to Holland's Theory in guiding the development of children'spotential and passion through the exclusive CBAS system CURIOOkidsBEHAVIOR and APTITUDE SYSTEM (CBAS) is a world-leading AI-poweredsoftware, developed by our Academic and Tech teams, that our Teachers use totrack the critical behavioral responses of your child to every lesson

Today the world is changing rapidly as globalization, digitization and technologyimpact our daily lives and dramatically change the critical skills needed for thefuture With the goal of CURIOOkids accompanying you and helping you becomeactive and creative learners, giving children the opportunity to participate incurriculum-based activities to acquire knowledge, and content, develop criticalthinking skills, and practice English and literacy skills Not only teaching English -

a global foreign language, but also training skills, bringing essential knowledgethrough three bilingual topics: Leadership, Technology, and Creative Design Allaim to equip children with necessary skills and knowledge in the digital agesociety, educating children on self-knowledge and future orientation

2 Market segmentation, and targeting.

2.1 Market Segmentation of CURIOOkids.

In its most straightforward meaning, market segmentation divides a company'starget market into achievable and approachable groups CURIOOkids creates sub-segments based on needs, demographics, priorities, shared interests, and behavioraland psychographic criteria The process of identifying the segments will vary fromcompany to company For CURIOOkids, its market segmentation involves fourcategories geographic, demographic, psychographic, and behavioral

For the customer segment of CURIOOkids, the company covers a wide range ofcustomer age groups, genders, and financial statuses CURIOOkids targets thecustomer segment from 30 to 45 years old The company classifies soft skillscourses by age, CURIOOkids offers courses promotions or discounts on specialcases That's what CURIOOkids does to attract customers to its courses.CURIOOkids psychographic segmentation can meet the needs of customers andmatch their preferences

2.2 Targeting of CURIOOkids

This stage of marketing strategy involves the systematic selection of segments thatwill yield the most practical and effective approaches to achieving the company'sgoals As you know, CURIOOkids has three categories of target customers,including those interested in raising children CURIOOkids offers a wide variety ofcourses such as Curious English, Sensual Leader, etc Meanwhile, the companytargets developing children and parents looking for ways to raise children Inaddition to providing quality courses, CURIOOKids also provides children withsoft skills and skills to handle life situations, to attract customers

2.3 Mind Map: CURIOOkids Market Segmentation, Targeting, and Positioning

Demographic:

- Age: 30 to 45 years old

- Gender: Both Male and Female, but mostly Female

- Income; Average income and above approximately 50 million and over.

- Class: Middle class and above

- Occupation: office manager, businessman/woman, Editors-in-chief, etc.Psychographic:

- Lifestyle: modern, busy, minimalism, generous, etc

- Personality: caring, thoughtful, tough, parents who care about how toraise children

- Hobbies: practicing yoga, Likes to shop and use products from famousbrands, like to go on vacation, play golf, play tennis, etc

- Behavior: Interested in learning and future orientation for children,Monthly spending about 40 million on shopping to take care ofthemselves and their family, but mainly for their children's education.Geographic:

- For offline courses: Located within a radius of 4 km from theCURIOOkids center located in District 1, HCMC

Demand:

- Want: They want their kids to be able to have fun along with all theschoolwork, and to learn new skills that can help develop theirpersonalities

- Needs: They need a place that can teach their kids with passion, lowprice but good quality

3 Customer database

3.1 Customer data collection method

3.1.1 Survey method:

+ Observation Method:

When visitors come to explore and learn about CURIOOkids, pay attention to howboth parents and kids behave and gauge their level of satisfaction After that,suggest to parents that they pick a course based on the characteristics and interests

of their child

+ Survey using Google forms:

Make a Google Forms survey with questions about needs, the area, demographics,etc Afterward, send links to the subsequent Facebook groups: Sai Gon; Lon CungCon; etc Cho tre ra ngoai choi or ask relatives and friends to share the survey linkwith their connections As a result, CURIOOkids can swiftly compile client dataand get in touch with additional potential clients

+ Poll survey:

After the course, CURIOkids will give consumers a survey to get their feedback onthe service and instruction quality, with which they were dissatisfied This aidsCURIOOkids in growing and fostering consumer loyalty

+ Direct personal interview:

Send sales representatives to primary and elementary schools in District 1 of HoChi Minh City at the end of the school day Parents who are picking up theirchildren will be approached, and they will be questioned about consumerrequirements and other information Customers will then be introduced to andgiven a time slot to visit the CURIOOkids center to learn more This aidsCURIOOkids in understanding information about potential clients and encouragesthem to get familiar with the brand

3.1.2 Advertising

One method of gathering information about potential customers is through digitalplatform advertising Technology advancements and the emergence of new socialnetworking sites provide opportunities for businesses to grow and attract newclients Facebook, Instagram, Google (SEO, SEM), TikTok, and other digitaladvertising platforms Along with the advantages of rapidly reaching potentialclients, there are disadvantages as well, including communication breakdowns, alack of consumer confidence in advertising, and account suspensions owing tosocial networking site restrictions Additionally, we must abide by socialnetworking site policies, and this kind of data acquisition is also fairly expensive

3.2 Customer database

After the data collection methods, the customer's information is secured byCURIOkids and is not managed by a third party Information fields are grouped forefficient customer file management Important information fields to collect forconsulting purposes such as full name, phone number, email address, etc After theinformation consultation session, information fields such as the child's first and lastname, and residential address are updated for research and informationalconsulting purposes After the information is entered into the data managementsystem of CURIOkids, we will give each child's last name and first name an IDnumber This ID number will be integrated between departments to managecustomers The above ID code is also integrated on the CBAS competencyassessment system and the online exercise page is provided with a code when thechild participates in the learning program When we look up the ID number, wewill receive a report on the child's learning situation, participation in activities, andcourses at CURIOkids The same child's progress from the CBAS system and theonline homework site We use data to plan the implementation of marketingcampaigns the next time or from the ID code we can find and evaluate effectivecampaigns to carry out in a short time next We have terms of information securityfor customers in order to transparently disclose the information provided bycustomers to be used for the right purposes and the criteria set out from thebeginning

3.3 Difficulties in collecting customer database:

+ Wrong information:

Information provided by customers may be wrong due to the confidentiality ofpersonal information The client does not want to provide accurate, untrueinformation or the interviewer's wording is not accurate to the target

+ Low response rate:

When customers don't have a need, they don't want to be bothered with interviews

or exchanges, or they feel too busy to respond

+ High cost:

The significant cost of gathering inaccurate consumer data, whether or not it isdiscovered Five crucial marketing processes—market intelligence,personalization, lead scoring and routing, outbound outreach, reporting, andanalysis—perform poorly or not at all when consumer data is inadequate ormissing

+ Takes a lot of time and effort:

It takes a while to gather client information It is expected that different clientgroups would use various techniques to gather information from prospectivecustomers

4 Customer value

CURIOOKids consistently prioritizes the value that clients receive—alwaysstriving to provide the greatest value for clients visiting our facilities We provide6-star customer service for children who come to learn and parents who experiencethe service, according to the global CURIOOkids standard CURIOOkids facilitiesconstantly make certain that children are safe when they come to engage inactivities and study The set of safety work rules is applied to official dispatches of

Ho Chi Minh City's Ministry of Education and Training Teachers constantlymonitor the doors and use a safety door system to guarantee that the youngsters donot leave the learning area

Furthermore, the Covid-19 pandemic scenario remains difficult CURIOOkidsfollow the 5K standard epidemic prevention measures at all times Teachers, staff,parents and students all take their temperature before entering the center to work.Sanitize your hands and complete a medical statement by Ministry of Healthguidelines If children exhibit illness signs, provide Covid-19 preventive strategies

in the school environment Staff and teachers are always equipped with all abilitiesrelated to children's safety, fire prevention, and educational difficulties

Children's learning and development issues are regularly updated by the school andsent to parents according to the assessment of the CBAS mental health assessmentsystem After each lesson, the teachers in the classroom will update the child's

behavior, learning, and development path on the system so that parents can have anoverview of their child's learning process Every 4 school weeks, the center willhave face-to-face meetings with parents to discuss issues related to children for thefastest remedial measures.

Before and after each school hour, CURIOOkids always organize activities to takecare of children when parents are having personal affairs Support activities such ascreative activities, solving exercises with children, and practicing children'scommunication ability This is one of the activities highly appreciated byCURIOOkids globally and is an advanced measure for countries to learn and apply

at home

Extracurricular activities, contests for children, or seminars for parents are alwaysinteresting and organized regularly by CURIOOkids The seminar "Parents ofCURIOO 5.0" where mothers share information on parenting issues and advancedchild education methods of mothers is broadcast live on the Facebook fan page ofCURIOOkids Vietnam Extracurricular activities are held every month to helpchildren develop social skills and expand new relationships The activity washighly appreciated by the global president of CURIOOkids and commended for thecollective of CURIOOkids Vietnam CURIOOkids always organize Englishcompetitions to find hidden talents to promote children's talents The program

"Global Talented Innovators'' took place in December 2022 with the participation

of the entire global CURIOOkids education system

Four disciplines are covered in one integrated learning program: Englishcommunication, entrepreneurship, creative design, and technology a program forlearning English that meets Cambridge's criteria on a global scale Practice yourcommunication, confidence, self-discipline, and persistence abilities Robotics,web design, digital languages, programming, and coding are the main areas oftechnological engineering Develop your critical thinking, problem-solving, projectmanagement, and adventurous curiosity The leadership skills curriculum teachesfundamental business skills, the process of developing original ideas, andentrepreneurial savvy Practice being a leader, thinking critically, working as ateam, and being persistent The creative design of construction-related materialsfosters the development of 2D and 3D design skills Develop your creativethinking, synthesis, analysis, and assessment abilities The world's most prominenteducational organizations, like Cambridge English, BSD Education, VentureLab,and Technokids, collaborate with CURIOkids to provide instructional material

Artificial intelligence is used in the CURIOkids proprietary CBAS attitude andbehavior assessment system to evaluate data Adopt a learning strategy that issuitable for the child's personality and skill level gives a thorough examination ofthe learning habits and interests of youngsters

The learning status of youngsters is updated on a regular basis Sessions onemotional education and child development for parents are held on a monthlybasis Parents will get a personalized report from CURIOKids every two weeksdetailing their child's growth and academic progress as measured by the CBASsystem A parent-teacher meeting is held during the first month of school so thatparents may speak with the teacher about their children's academic and spiritualneeds A parent meeting was held in the second month to update the informationgiven to parents of students

A career orientation exam from the Holland Theory (RIASEC) with six personalitygroups—technical, research, artistic, social, managerial, and professional—is thefoundation of CURIOKids' first evaluation This is the country's first evaluation foryoungsters in preschool and primary school that focuses on career orientation.Parents participated in the admission test for the first time, increasing the accuracy

of the results to 90%

5 Email marketing:

This email is sent to welcome potential clients who give contact information toobtain guidance on social network advertising platforms Simple email materialthat provides an overview of the CURIOOkids study program The brand color andthe font color are both utilized in the mail For consumers to attend the experienceand take part in a consultation about the course, mail offers customers informationabout the time, place, and confirmation Additionally, a phone number for theEducation Advisory Department is included in the email for clients to quickly call

if they need assistance We have built a mail system to send to customers when thecustomer's status at each certain stage The mail system helps us to improve theconversion rate from potential customers, increase conversions and the customercare and support system Mailchimp is the tool we use to send information topotential customers

6 Banner:

6.1 Voucher

Voucher is applicable to promotions or talent scholarship programs to encourage the spirit

of learning in the kids Vouchers are awarded when participants match the programobjectives and conditions set out in the set of criteria The scholarships are for childrenwho participate in competency assessments or achieve high rankings at programsorganized by CURIOOkids Vouchers will be applied when children attend courses atCURIOOkids Vietnam Vouchers will have two main forms: discount on the total course(10%, 20%, 50%) or a specified value (5,000,000 million VND, 10,000,000 VND).Vouchers are applicable for face-to-face courses at the center and are not exchangeablefor cash The rules for using the voucher are written in detail and in detail on the voucher

so that parents and the center can strictly comply with the regulations set forth