BRANDING & POSITIONING

WALL STREET ENGLISH VIỆT NAM

OUTLINE

1. Market overview

2. SWOT Wall Street English

3. Objectives

4. Audiences

5. Strategy – Positioning – Commitment – Message

6. Execution

7. Summary (Q&A)

1. Market overview:

* Nowadays there is a large number of English centers in

Vietnam (concentrated in Ho Chi Minh City). Based on multiple

criteria, the centers can be divided into some following groups

English:

•Children: Yola, Appollo, Ila, ...

•Pupils, students: ACET, Appollo, VUS, ...

•Adults: Appollo, CLEVERLEARN Vietnam, equest, ...

•Online Learning: tienganh123.com, hellochao.vn, ...

* The demand for learning English is increasing significantly

2. SWOT Wall Street English (WTE)

S: have a global brand reputation

W: Newly entered in Vietnam, did not have many branches

O: Adult Market has not attracted attention

T: The market has too many English centers

3. Objectives

* Increase awareness of people about WTE (especially the target

audience)

* Increase the number of students in WTE

4. Audiences:

* Target Audience:

•Male / Female, living in Ho Chi Minh City, 22 - 35 years old

•Class: AB

•At the present time, they're working and they always want to

achieve more success in their life and their job. Moreover, they do

not want to miss any opportunity.

* Related group:

•Parents of children aged between 16-22 living in Ho Chi Minh City

•Class: AB

•Parents always want the best things for their children as well as hope

for their children’s successful future.

4. Audiences (The target audience)

Current behavior

Want to improve English level

but wonder about the

educational institutions and

lack of motivation

Desire behavior

Learn in Wall Street English.

"There are too many English centers. All advertisements are the same: the

native speaker, commitment to improve English after learning, the advanced

methods, ... Let’s think about people’s desire to learn but they are stuck in

picking up one choice. Also, those advertisements are really reliable, aren’t

them? Plus some people will talk themselves – Oh, I am fine with my

current English level, why I have to invest more?”

Challenge

5. Strategy – Positioning - Commitment – Message

Strategy

WTE does not focus on the aspects that every center still covers: good

teachers, good facilities, good approaching method, ...

WTE FOCUES ON influencing customer phsychology by emotional

factors, motivating them and building relationships between two parties.

Positioning

When mentioning WTE, we want customers to think:

"WALL STREET ENGLISH is not only a high quality center English,

but also a place that inspires me (learner) to reach out and get more

successful in life”

Commitment

We - Wall Street English always support you to be more successful in

your life. Never limit yourself because success is always created by

yourself.

Message

OWN SUCCESS

With this message, target audience will be motivated to study and dare to

get more success; related groups would expect their children to pay more

attention to their own success.

5. Strategy – Positioning - Commitment – Message

6. Execution

The campaign will be divided into 4 phases:

Phase 1: Desire success

Phase 2: Deserve success

Phase 3: Own success

Phase 4: Share success

Phase 1: Desire success

[Inspiration] Reminded of the past - when we

were a child, we always desired and were

willing to try any possibilities to get the things

we wanted, always dreamed of beautiful

dreams for the future? So why do we no

longer crave for something?

Tools: POSM, Lifting Frame, Clip

Phase 2: Deserve success

[Motivation] Emphasizing the leaners’ present

that they always fulfill their jobs, that they are

always friendly to everyone else, that every

day they always try to improve themselves.

They deserve to be successful so don’t let

anything stop them on the way to success!

Tools: POSM, Lifting Frame, Clip

Such mirror will be hung up in the offices,

kitchens, toilets in order to remind target

audience.

Phase 2: Deserve success

Phase 3: Own success

[Creating trust] Emphasizing in the near

future what they can achieve when they have

a fluent English: promotions, opportunities to

study abroad, expanding relationships,

chances to be more successful in life

Tools: POSM

Phase 4: Share success

WTE will be the first English center in

Vietnam having attention in foreign language

of all society. A team of collaborators will be

established with the mission to help poor

children, disabled people learn English. WTE

will be the sponsor and supporter in

extensions of English using.

This will create a positive effect in the whole

country, as well as be bound to attract wide

press coverage. This will result in bringing

WTE image closer to people.

Tools : Social networks, Newspapers

7. Sumary ( Q&A)

1. Who are we talking to?

Worker, with average income, always wants to be more successful in life

(slide 6)

2. What is the problem experienced by our prospect at the moment?

•Uncertainty about choosing one English center.

•Lack of motivation to learn (slide 7)

3. What do they think before receiving our message?

•Every English center is the same with the “best” quality.

•English level is acceptable for the current job. (slide 7)

4. What is the solution provided by our product/service/brand?

Marketing makes a difference from other centers (slide 8)

5. What do we want them to think after receiving our message?

WSE is not only a high quality English center, but also a place that inspire “me”

to grow/rise up/to reach out and be more successful in life (slide 8)

6. What do we want them to do after receiving our message?

•WTE becomes T.O.M when they introduce to their friends and for themselves

•They access the website, call the hotline for advice on courses

•They have a higher motivation to learn English to be more successful, and

choose WSE

7. What is the Proposition?

We - Wall Street English always support you to be more successful in your

life. (slide 9)

8. What is the support to back up this promise?

To provide inspiration, motivation. To have social responsibility (slides 9-15)

9. What other ways can Wall Street English can help them?

The system is international with more than 450 centers in 28 countries - The

maximum students in each class is 4 - Methodology was certified by

Cambridge University – WSE offer flexible learning time – WSE have

professional foreign teachers – Learning environment is completely in

English - 97% of learners success - Commitment for learner to have a good

result or refund instead.

THANK YOU!

Cuong Nguyen Van