ivory coast / case analysis presentation (emerson college)
TRANSCRIPT
![Page 1: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/1.jpg)
3teampresents
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It is not a typo, it is French.
F o r I V O RY COAST
brand managementf i n a l p r o j e c t
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Yamoussoukro (capital)
Abidjan(largest city)
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
![Page 4: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/4.jpg)
Yamoussoukro (capital)
Abidjan(largest city)Developing*Country
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
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Yamoussoukro (capital)
Abidjan(largest city)
InhabitantsMillion91
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
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Yamoussoukro (capital)
Abidjan(largest city)
Speak*French*Inhabitants
Million91&*English
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
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Yamoussoukro (capital)
Abidjan(largest city)
Agriculture
about ivory coastcountry profile
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extension
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Laurent*Gbagbo2010**President
Alassane*OuattaraOpponent
about ivory coastcivil war
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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By*2011,*the*violence*evolved*into*a*civil*war*–*3,000*people*killed
Today*violence*is*still*very*much*alive
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coastIvory
Poverty*Line
More*than*a*fifth*of*the*population*living*below*the*poverty*line.
civil war
More*than*a*fifth*of*the*population*living*below*the*poverty*line.
about ivory coastcivil warabout ivory coastcivil war
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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InhabitantsMillion91
Mobile Subscriber LinesMillion51 8.
about ivory coasttelecommunications
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Rural AreasMajor Cities
about ivory coasttelecommunications
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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EducationPoor*Quality
Primary*School Secondary*School University
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Primary*School Secondary*School University
in*September*2012Reopened
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Primary*School Secondary*School University
Many*Primary*and*Secondary*Schools
Remain2Closed
about ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Primary*School Secondary*School
University
22222222222222222222Children2Waiting*to*Return*to*School800,000
about ivory coasturgent issue: educationabout ivory coasturgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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about ivory coasturgent issue: education
One*out*of*two*children*between*the*ages*of*6*and*11*years*old*does*not*have*access*to*primary*education.
coastIvory
Primary*School
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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about ivory coasturgent issue: education
South
NorthAttendanceSchool
66%27%48%
67%
Rural*Areas
Urban*Areas
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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needurgent issue: education
To Improve t he Infrastructures of School Buildings To Get More Teachers and
Educational Materials
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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aThe*Right*to*Basic*Education
needurgent issue: education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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need
60%less*than
of*primary*schoolUaged*children*enroll*each*year
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
urgent issue: education
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Unknown
SOLUTION
Known
Unknown
Unknown
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 24: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/24.jpg)
SOLUTION
Cercle Lire
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
(*Circle*Reading*)
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CalendrierContacterMise
MessageInternetAppeler
Musique Caméra
SOLUTION
Cercle Lire
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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NeigeSnow
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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LE2FÉMININ2DES2NOMSun*mot*special*:
un2homme2–*une*femme
un2garçon2–*une*fille
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Je*l'ai*connu*quand*il*avait*15*ans.*J'ai*su*tout*de*suite*que*c'était*le*bon.*Je*ne*pouvais*l'expliquer*mais*je*le*savais.*Mes*parents*ne*me*laissaient*jamais*sortir.*
Ainsi*nous*devions*toujoursnous*voir*en*cachette.*Mes*parents*ne*savaient*pas*mais*remarquaient*que*quelque*chose*n'était*pas*normal.
Le*Bon
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Bonjour,*madame,*estUce*que*je*pourrais*vous*renseigner?*
“
”
Oui,*ce*tableau*m'intéresse.
“”
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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N
TEST203E I G E
SOLUTION
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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target audience
Children*who*are*between*6 -*12*years*old*living*in*rural*areas*of*Ivory*Coast
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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positioning
Quality*Education*through* Innovative*Technology
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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INGREDIENT BRANDING
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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INGREDIENT BRANDING
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Cercle Lire
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INGREDIENT BRANDING
Similar*mission*Advocate*for*education*Partnership*with*UNICEF
WellUknown*brand
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
Cercle Lire
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objective
TchelibeguevogoVillage
75%*of*children*between*6U12*years*old*in*Tchelibeguevogo
To2Engage2ShortTerm
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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objective
TchelibeguevogoVillage
75%*of*children*between*6U12*years*old*in*Tchelibeguevogo
75%*of*children*between*6U12*years*old*in*Ivory*Coast
To2Engage2
To2Reach2
ShortTerm
LongTerm
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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message
Radio*Al*Bayane
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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message
Current*education*Need
situation*and*issues
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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message
Current*education*
Connecting*communities*
Need
Solution
situation*and*issues
through*the*power*of*knowledge
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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message
Successful*Precedent
2005*U*2007Community*radio*stationsIncrease*in*school*attendance
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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message
Radio Television
40% 1%
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Distribution
General*lack*of*commerce*and*retail*centers*across*the*country
Rural*setting*of*Tchelibeguevogo
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Distribution
�Free
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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Distribution
Experienced*and*Respected
Back*to*School*Initiative*with*the*Ministry*of*Education
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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CalendrierContacter
Mise
Message
InternetAppeler
Musique
Caméra
Operator
14:45
distribution
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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CalendrierContacter
Mise
Message
InternetAppeler
Musique
Caméra
Operator
14:45
distribution
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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cercle launch
The*Cell
Tchelibeguevogo*Village*
Snowball*Effect
Urgent*Needs
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
Santa in Ivory Coast
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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snow
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 53: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/53.jpg)
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 55: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/55.jpg)
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 58: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/58.jpg)
btl-launch campaign
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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TchelibeguevogoVillage
geographic expansion
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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TchelibeguevogoVillage
geographic expansion
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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TchelibeguevogoVillage
geographic expansion
Abidjan
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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korhogoferkessedougou
dabakala
bouake
katiola
daoukro
dimbokro
adzope
abengourou
agboville
divo
gagnoa
lakotasoubre
san-pedro
danane
man
bouafle
zuenoula
mankono
daloa
seguela
touba
boundiali
odienne
tingrela
yamoussoukro
sassandra dabou abidjan
bondoukou
bouna
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
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korhogoferkessedougou
dabakala
bouake
katiola
daoukro
dimbokro
adzope
abengourou
agboville
divo
gagnoa
lakotasoubre
san-pedro
danane
man
bouafle
zuenoula
mankono
daloa
seguela
touba
boundiali
odienne
tingrela
yamoussoukro
sassandra dabou abidjan
bondoukou
bouna
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 64: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/64.jpg)
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 65: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/65.jpg)
primary & secondary Schools
Cercle Lire Cercle Math CercleScience
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 66: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/66.jpg)
primary & secondary Schools
Cercle Lire
universities
Cercle Math CercleScience
CerclePsychologie
CercleAgriculture
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 67: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/67.jpg)
Governmentsupported
website
télécharger*/*download
CalendrierContacterMise
MessageInternetAppeler
Musique Cercle LireCaméra
Cercle Math CercleScience
CerclePsychologie
CercleAgriculture
Brand extensions
About Ivory Coast Need Solution Target Audience Ingredient BrandingPositioning Message Distribution BTL Geographic Expansion Brand Extensions
![Page 68: Ivory coast / Case Analysis Presentation (Emerson College)](https://reader037.vdocuments.us/reader037/viewer/2022110204/55d73182bb61eb36328b4583/html5/thumbnails/68.jpg)
questions?
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THANK YOU
merrychristmas
early