case study taitra 2016 _ 1210
TRANSCRIPT
CASE STUDY
TAITRA IEP PROJECT 2016
•To support the transformation of the local industries, the MOEA sought to increase the added-value of Taiwan's products and Taiwan's international competitiveness by actively supporting improvements to product quality, design, and image.
•Under the "Image Enhancement Plan," the "Taiwan Excellence Award" was established by the MOEA in 1992 as the common symbol for representing to the international audience quality products from Taiwan. "R&D," "Design," "Quality," and "Marketing" were determined as the four categories by which "Taiwan Excellence" candidates should be judged.
•Products selected by the judges for the award were allowed to use the "Taiwan Excellence Mark" for promotional purposes in Taiwan and overseas.
BACKGROUND
HIGHLIGHTED EVENT23rd – 24th Jan Taiwan Excellence Sponsorship for HCMC Run26th May Saigon AutoTech Show in HCMC14th Jul Press Conference in Hanoi15th – 17th Jul Mall Event in AEON MALL Long Bien in Hanoi30th Sep – 2nd Oct Mall Event in Crescent Mall in HCMC
OBJECTIVE• Image enhancement for emerging VN market• Reinforce the brand awareness and brand loyalty of Vietnamese consumers to Taiwanese high quality
brands and products• Brings sales to the brands in VN
HCMC Run 2016105 Nguyen Khac Vien, District 7, HCMC23rd - 24th January 2016
GENERAL INFORMATION• Date: Jan 23 - 24, 2016
• Venue: 105 Nguyen Khac Vien, District 7, HCMC
• Format: Public Event
• Duration: 2 days weekend Saturday to Sunday)
Saturday: 2 sessions (Morning, evening)
Sunday: 1 sessions (Morning)
• Guest components: Exhibition goers, walk-in guests, potential
clients
On-stage activities:
Game, Lucky Draw, Brand Presentation,
Entertainment
Off-stage activities :
Experiencing Taiwan Excellence product
Encourage visitors to take photos, like, share, check
in Taiwan Excellence’s fanpage by providing discount
coupons and vouchers.
Leaflet sent out
MAIN ACTIVITIES
Saigon Autotech Show799 Nguyen Van Linh Str., District 7, Hochiminh CityMay 26th – 29th, 2016
Time May 26th – 29th, 2016
Venue Saigon Exhibition and Convention Center - SECC799 Nguyen Van Linh Str., District 7, Hochiminh City, Vietnam
Organizers Asia Trade Fair and Business Promotion (Holdings) – ATFAYorkers Trade & Marketing Service Co., Ltd
Sponsors
• Ministry of Industry & Trade• Ministry of Transport• Ministry of Science & Technology• Ministry of Natural Resources and Environment• Vietnam Chamber of Commerce and Industry (VCCI)
Scale of Exhibition 15,000 sq.m
Visitors Over 120,000 (estimate)
Products for Display
VehiclesTransportationSupporting IndustryLubricants, Insurance & Banking services, Technology of LNG, CNG, LPG…
GENERAL INFORMATION
MAIN ACTIVITIES Press interview
Speech by TAITRA Representative &
Brands
VIP Tour to visit the exhibition
Celebrity Endorser interview and
performance
Products Show
Press ConferenceIntercontinetal Hanoi Westlake14th July 2016
Date: 14th July, 2016 (14:00 to 17:00)
Venue: Intercontinental Hanoi Westlake
Format: Launching Ceremony
Guest components: Media, TECO representatives ,
brand representatives
Guaranteed number of guest: 96 pax (Expected
number of guest: 100 pax)
GENERAL INFORMATION
MAIN ACTIVITIES Press interview
Opening performance
Speech by TAITRA Representative & Brands
Act of launch
Celebrity Endorser interview and performance
Products Show
Mall eventAEON MALL Long Bien, Hanoi15, 16, 17th July 2016
• Date: July 15-17, 2016
• Venue: East Court, 1st Floor, AEON Mall Long Bien, 27 Co Linh Road, Long
Bien Ward, Long Bien District, Hanoi
• Format: Public Event
• Duration: 3 days weekend (Friday to Sunday)
Friday: 2 session (Morning, evening)
Saturday: 3 sessions (Morning, afternoon, evening)
Sunday: 2 sessions (afternoon, evening)
• Guest components: Exhibition goers, walk-in guests, potential clients
GENERAL INFORMATION
Meetings between Taiwan Excellence representatives and brands
directly communicate and exchange ideas and feedback with the
visitors.
•Stage activities: •Entertainments
•Interactive Games & lucky draw
•Engagement: Physical meetings with celebrities and special
guests
•Brand presentation/ consultancy sessions
•Lucky draw
•Others activities•Giving out flyers and promotion videos on Taiwanese culture,
people
•Encourage visitors to take photos, like, share, check in Taiwan
Excellence’s fanpage by providing discount coupons and
vouchers.
•Organize workshop for training people how to preserve
household application, clean computer and mobile phone
•Pre-event activities: Bicycle road show
MAIN ACTIVITIES
Mall eventCrescent Mall, HCMC30th, 1st, 2nd Oct 2016
GENERAL INFORMATION • Date: Sep 30 – Oct 2nd 2016
• Venue: Hall B, Ground Floor, Crescent Mall. District 7, HCMC
• Format: Public Event
• Duration: 3 days weekend (Friday to Sunday)
Friday: 2 session (afternoon, evening)
Saturday: 3 sessions (Morning, afternoon, evening)
Sunday: 2 sessions (afternoon, evening)
• Guest components: Exhibition goers, walk-in guests, potential clients
MAIN ACTIVITIES