Note down all comprehensively the significant, important, detailed insights, information of Panasonic Briefing. The transcript: "RMITxPanasonic Mobile Marketing Briefing Session-20240712_090210-Meeting Recording
July 12, 2024, 2:02AM
1h 42m 36s

Speaker 1 started transcription

Speaker 1   5:52
Students at the moment. OK. Please let the briefing begin.
OK.
Thank you for a really.
Amazing introduction from Lucky our lecturer so here.
Oh, here we have maybe 100 of student here and they are coming and we also have around 100 online participants already and they can see it and hear it clearly. I just checked the all the technical problems already, so I've it's really our honour and we would like to thank you so much, Panasonic Vietnam to support our student learning with this course. This is social media and mobile marketing course. And let me have very brief introduce about these courses.
So this car will cover both the theory and really practical skill for our student in both 2 main platforms today, which is social media and mobile marketing, the student will do A3 assignment.
All the assignment will relating to Panasonic or electronics industry in in Vietnam or oversea.
For the first assignment, the student will conduct.
A social listening.
To find out the of the business inside customer insight. This assignment is similar to market research, but it's not gonna done in a traditional way. The student will conduct the research using digital tools.
Such as all the social listening to the web-based tone and AI as well. In the second assignment the student will practise.
For social social media advertising.
On meta platform directly.
And they also learn how to create some advertising content using AI.
In the final assignment, which is the biggest one, is a team assignment we have from five or six members or team and they will build up the mobile marketing planning for Panasonic, focusing on what you going to give them today. So the final assignment account for half of their grade.
Matter and as a team they have the power, the team scenery to produce a big like the the more complete comprehensive marketing mobile marketing plan as well. I produce hopefully really interesting mock up for to to demonstrate to illustrate the better mobile user experience with what you can see already with my Panasonic application. OK.
That is my short introduction, yes.
Coming up, I would like to invite Miss Lenam.
He is a team leader of the D2C.
Or direct to customer team and he will give you the whole brief.
For for your challenge this matter, you can put it here please. So please welcome Mitt Nam.
J.
Yes, just click, click click.
Hey, hello. Good morning. So the first thing that I would like to say is thank you very much to the RMIT Staffs and faculties for inviting us here today. And the second thing is I would like to say thank you to all the students who are presented here today online and offline. I was a student too, so I know it's tough on a Friday morning, so.
This presentation will be around 45 minutes, but I hope that you will not take that long.
So I hope what we will tell you today is interesting and if not interesting, then at least not too boring. And if it's still boring and at least it's not too painful.
OK so.
First word of introduction is obviously you already know that we are from Panasonic Vietnam and everyone knows that Panasonic Vietnam has the most talented Staffs and employees in the industry. Unfortunately, those talented employees are quite busy, so they couldn't be here today. So they sent me instead.
That was a joke, by the way. Yeah.
So yeah.
OK so.
What we would like to talk to you today is about our application, which is my Panasonic app, which is absolutely named for this course that you are taking, which is the mobile marketing strategy, so.
Again, my name is Nam and I will be your main presenter today.
During the presentation.
Just just one.
Ground rule that what we would like to set is that of course we have taken the utmost care in order to.
Remove all the sensitive business information for this presentation. But of course there will be no doubt the information that could be used against us.
That can be leaked to our competitors so well, obviously we're in the business we operate based on trust. So we very much trust you guys to be responsible with the information that you're being given today.
So, well, well, thank you for being responsible. Firstly, OK, so let's start.
So what is my Panasonic application? So this is the agenda of the speech today. So first we will talk about Panasonic Vietnam.
A little bit introduction and our vision a little bit about industry overview and then I will talk a little bit about my team and also our mission. What we do in the company.
And we will introduce to you about my Panasonic app and a little bit about the target audience that we are looking at as well as the marketing activities that we do in order to capture the audience for the app.
And then finally, what you need to pay attention the most to is of course, the challenge that we would like to set out for you. So we will talk about a challenge and the budget and the requirements and finally.
Well, I use the word marking criteria here is, but we are not. We're not actually marking your work. It's just really what we are looking for.
OK, so let's start with the introduction. So as marketers, we are storytellers, so I'll start by telling you a story, a story of Panasonic in Vietnam. So for 50 years, Panasonic Vietnam has been in the Vietnam market. So even before 1975, we have been in this country and are capturing the consumer heart and mind. So what do you think when you hear the word on the brand Panasonic? Actually, I don't think young people think much about Panasonic, Panasonic nowadays, but if you ask your parents or your grandparents.
What do they think when they hear the brand Panasonic? Then it will be synonymous to the Japan quality or Japan durability or what we would like to.
Advertise nowadays is what we are is awareness solution company. So we are committed to providing the best product in the market which can give the customer what they want. However, oops, sorry.
While we and our customers have been connected, we have really struggled to fully engage with them and express our appreciation for our customers.
For their love and loyalty, for the past 50 years.
So we are a market leader in the consumer electronics. So I don't know if you know much about this industry. I think in marketing what a lot of people is usually talking about is about FMCG. But Panasonic is a very strong brand within the consumer electronic industry due to our very well established B2B to C business practises, meaning selling it to our dealers, working with our partners to distribute products to the consumers.
However, in order to maintain this market leadership, we need really a new way to do business. So what we're trying to reposition ourselves is not only a company who simply manufacture the product and then sell the product to the customer. What we would like to position ourselves is to become a Wellness solution company, which is a company that not only providing the product but the solutions to the consumers everyday lives. And then at the same time in 2007.
Introduce something called electronic warranty system and we have been collecting customer data and in the past 23457 years we've been collecting millions of customer data. However, these data have only be used for record purpose and also for customer support. We have not been able to deepen the engagement with our loyal customers. So our mission is to create the customer experience from our direction and our customers.
And the ultimate goal is to increase this customer lifetime values of CLVUC this terms a lot today.
So with that mission in mind, we need to look at the state of the industry and really the consumer electronic industry is what you might call in the academic, in the academia world as a red ocean, right? So a lot of competition and external threats. So the first one is probably the most serious one because of the proximity of Vietnam to the China market. We have this hyper price competition from Chinese brands.
And what Chinese brands usually compete on is they compete on price and so they would sell very cheap product. And in the past, Chinese products are deemed as not very good quality. But this is not simply not the case anymore. Chinese products now also have good quality and also the manufacturing power as well as their price structure is a lot better. That's why they are very competitive on on price.
The second is because so far for 50 years we rely too much on our partners, which are the mass merchandiser like did my sang or cotd did my child learn on winkey?
And these brands are becoming stronger and stronger every day, increasing the negotiating power as well as they hold a leverage on a customer data and slowly they realise.
The the values of the customer data because they in in retail, so they sell directly to a customer. So they slowly begin to realise that the customer that they sell are their customer, not Panasonic customers.
And then the third is the competition for customer acquisitions of older brands in the market. So not only the Chinese brands, but the Korean brands like Samsung or LG, they are quite far ahead of us as well as especially Samsung who is specialised in the mobile phone industry and they are able to collect a lot of customer data and utilise it very effectively.
And finally, if you look at the state of the industry itself, what we want to be is here, of course everyone to be in the premium category to want that to, to show that our product is premium.
Represent a very expensive lifestyle, but honestly, saying the innovation within the white goods industry or the house or appliances for the past 10 years have been non existent really because it's very hard to differentiate based on just product features alone. So basically everything that Panasonic can do, Samsung can do, CME can do all the other brands can do. It's very hard just to try to differentiate ourselves based on the products features alone.
So all the white goods or the house or appliances are now no longer a premium thing or expensive thing that you own in your house. It has become commoditized. So when we faced with these external threats and we look at our internal capabilities, sorry, PSV stand for panaceutic sales. Vietnam, which is our actual entity. So we have done quite well in terms of developing our brand identity. We try to strengthen our customer contact and we try to provide them with a good sales experience.
However, if you look at the bottom funnel of the sales channel, which is retained and advocacy well, we basically haven't done anything. So this is our next mission.
So what we need to do is establish new internal capabilities that would be able to combat these all these increasing external threats. So we need to switch to the unique value proposition that we can create for the brand as well as loyal customer marketing and within our internal company that we need to shift the our resources in order to do this activities of value creation.
So if you look at the challenges that we really face.
When we think about digitalization or digital transformation, then we've got these three big one. The first one is that if we want to collect customer data then before my Panasonic A, we had no direct way to recruit and engage with the past purchaser and then the way that we collected the customer data is very fragmented and each team collected the data in a different way. So for example, if you run the Google or Facebook ads and you would collect.
Third party data in the forms of Google or Facebook. Later, if you run an offline campaign in the A on more or in the Crescent Mall and then you let the customer try your product, then you will probably write the customer names down or you know even better write it on an Excel file and then discard it somewhere else. The way that we collected customer data were very fragmented and the most important thing nowadays that we have to think about is marketing consent and how do we obtain this consent in order to.
Reach our customers with marketing messages.
And finally, this is obviously all about competitor are digitally transformed rapidly and if we fall behind, then we really have no chance against them. So the role of my Panasonic app when we started out this endeavour or this initiate is to 1st to directly address these three points that I've mentioned. The first is to directly recruit the potential loyal customer base and increase their lifetime value.
And 2nd is to standardise all of the way that the company is collecting customer data into one single point so that everything can be standardised and customer consent can be obtained.
And then finally, we think that by introducing this app into a very legacy company such as Panasonic, we would have to develop the Sops and the capabilities and the human resources in order to help to operate this app. So if we are successful, then we would be able to transform the company digitally as well as having more expertise in the company to focus more on the data-driven and agile management or.
Digitally transformed the company into a more data-driven marketing company.
So so this these those was the reason why we developed the app. So when we started brainstorming for the app, we conducted some focus group interviews and also some.
Yeah. So let's go first. First data research. Yeah, primary research, I think. Yeah. Yeah. So what we wanted to do is try not to compete on price because Panasonic is a very premium product, or at least we would like to position ourselves that way.
So to win the customer heart arts, we studied like these five pain points that the customer already have. The first one is a warranty registration, so.
The way that the customer register the warranty after they purchase the product is usually just by paper and it has a lot of issues when customer losing the paper warranty or they don't manage it very effectively. If they have a lot of products, that's a lot of paper to manage as well.
When they register for warranty is now the customer have are becoming very smart and when they we ask for customer they tell the questions that they always ask us is that OK? We're giving you our data. What are you giving back to us and so far our answer has been well there's nothing to give. You just give us your data and the answer of the customer is usually OK. Now we won't give you our data then. OK. The second pain point that the customer have is a service care. So nowadays usually the only contact.
The right contact of Panaceutic have with a customer is when there's a problem with the product. So when when you already purchased the product and then it does something wrong and you call the.
Aye, OK, my washing machine. So my fridge or my air condition is broken. Please help. And then. But the hotline has a very main drawback is that it cannot operate 24/7 really. And because we have Vietnam. So it's not like we are can outsource it to India or something. There's a fixed.
Hotline operation hours that we had to obey as well as so it means that sometimes the customer have to queue in the hotline for a very long time and this caused a lot of frustration.
Actually, when it comes to, if you are very busy or working all day and at 9:00 PM you come home and you do your washing machine and it's broken down, then there's no one to help you because the hotline hours is already over.
And the third is that we have many, many loyal customers in Vietnam that really love our brands and purchase a lot of Panasonic products. But we have no effective way in order to reward them for their loyalty.
And one thing in particular about a Vietnamese consumers, especially the rich one, is that they really want it to be rich, to be treated like rich people. So really when they buy fridge that costs 100,000,000 or 80 millions. Yes, we do.
Those kind of roducts then they are expected to treat it to be treated like a premium. Customers who have made in who have made it in life.
And then finally.
There's a lot of complication when it comes to electronic goods or products, so we really need to provide a customer with the tips in order how to use it effectively. So for example, if you look at your microwave oven or your washing machine, then most of the time you don't, you only use around 20% of the features that we develop for you as a 20 A/C rule, right?
So most of the time the customer don't use the product to its full potential and they are really missing out on the value. So the product can be added to them. So we really need to give them a better way in order to search for the information and how to use the product more effectively.
And then finally, again, back to the proximity to China.
And what we find, of course in Vietnam is the issue of counterfeiting as well as fake product, so.
A lot of customers, when they buy a very premium product such as Panasonic, they have a lot of concerns about the authenticity and the warranty terms of the product itself. So by setting the direct shopping channel, which is D to C, we can try to assure the customer that this is an authentic product provided from the Panasonic brand. And also if you look at Apple D2C or Samsung D2C, then what they do is usually they will have exclusive products for their own customers who buy on.
Directly from the brand and this these kind of products can only be accessed not through the my son or through Winky.
Might learn or anywhere else only by getting it directly from the brands and customers who want this.
OK, so from those five pain points, this is the first step. When we developed my Panasonic app and really we give it like a very.
A strong statement, which is the ultimate loyalty application.
To elevate a customer journey of our customers who use Panasonic product.
So at this point I think you are, I think looking at your faces, I think you're a bit bored of me speaking now. So it's just a video introduction of our application.
OK, enjoy.
Panasonic.
OK. I hope that's serve a certain nice interruption. So you don't fall asleep in between. Yeah. So you don't, like, have to check all the keys with each part of you. Yeah. OK. So hello. It's me again. Thank you for watching the video.
So just to summarise what we've just seen in case you were sleeping during the videos, the six key benefits of my Panasonic app are to address the challenges or the pain points of the customers that are presented. The first one is the right connection. So our customer service through the hotline and also zalo chat. And the second is the tips and instructions or applicable FAQ to get tips and instructions for using the product and.
Excuse me.
The third one is the panacea called accumulations. In order to exchange for Panasonic services vouchers as well as third party rewards.
The 4th one is that you can do the service booking such as cleaning, maintenance and and.
Warranty or the repair services and the 4th one is the warranty registration and this is the most used feature of the app which is you can use the QR code scanning in order to quickly register the product for warranty and then the fifth one is also our bottom line which is direct shopping so customer can purchase the product directly from the app.
OK. So just a quick overview about our ranking and really is honestly, it's not too great at the moment, but This is why we came here for right. So just to quickly explain, we will have 5 rankings and this is will be based on their warranty registration value. So after the customer buy the product, then they register the the product for warranty and the cost of the products like 2,000,000, five million, 10 millions will be counted towards their ranking.
And the standard ranking is 30 millions and go all the way up to the diamonds, which is equal or more than 120 million Vietnam Dong. And if you look at this, you will think for yourself that this is like way too high. Right. So usually if you enrol into like a Starbucks or any of the FMCG loyalty programme, you're not going to look at spending this much. However, if you look at the consumer electronic companies and especially.
Sonic price. You will see that you will start hitting this ranking quite easily once you start buying Panasonic products. So really what we can only offer the customers right now is the benefits that we can that we as a Panasonic company can provide which is CS benefits, customer service benefits. So it's really boring at the moment, which is if you attain a higher ranking then you'll get some stuff like extended warranties or a voucher in order to do the cleaning and maintenance for your product.
So the reason why?
This is as I've suggested, is fairly uninspired, so that's why the previous year for you today.
I think I think my my section is completed. Let me check. OK. So again I think your board with me again. So I will introduce another presenter who is a lot smarter and more capable than I am to present to you. This because I don't know anything about this. So please introduce. Please welcome Miss wing. Yeah.
Hey so after after hearing all the information related to like the strategy how we get this app, how we aim to solve our customer and also how we solve the business problems, let's jump into how who we are going to serve here. We have two main segment. The first one is the Panasonic user and the second one the non Panasonic user. So I will.
Introduce you like briefly the first one, the Panasonic user. They are the one who like trust and they use Panasonic products, which means they have own one or even several Panasonic product already. The second one here is is a non Panasonic user with within this segment they are they they they did not they haven't owned any Panasonic product yet. So our mission is to like introduce Panasonic to them and also offer them several.
Appealing benefit to convert them into our customer.
We'll think this segment, our our expectation is to bring my Panasonic as like a competitive advantage.
Which means like when offering the rich in our customer, besides several outstanding functions from Panasonic, we also have the seamless experiences from my Panasonic application.
OK, so after conducting several online to offline O2O channels, we have observed several highlight characteristic of this segment. The first one, they could be in the segment from 25 to 50 years old. I'm fully aware that this is a very like you know wide range. So when you propose your idea or in the proposal, you can suggest a pool's eye and also your rational why you choose that segment.
And of course, you have, like Deborah into the most unsolved pain point which Panasonic can solve perfectly.
They can be single, nearly wet couples or young family like parents with one or two kids, or even like mature parents with mature kid. Of course, they live in Vietnam. They have decent income and within the like the current Panasonic product functions, they prefer like sustainable development and also.
Follow the minimalistic lifestyle.
They may be on several Panasonic products and they still have needs on the CE or the consumer electric industry and the most one point I have observed is that they detest being bombarded because they receive thousands of notification per day from social media, from work, from relative.
So sending them to much.
Vacation or mainly reaching them in a bombarded way? Maybe not a good choice.
So regarding our customer, we also have the current performance activity. Please notice that this is a mock data due to several business confidentiality. We have five membership tier with standard silver, gold, platinum and diamond and the bulk of our customer in app here is a standard tier, this one the blue one with 90% and we.
Have currently.
50,000 users and within 150 app downloads within in app performance.
Monthly active user of us is about 20,000 per month and each day we have 90.
900 daily active user regarding the service booking the top one is the advanced air conditioning, cleaning and maintenance system. You know we are in the hot summer so.
That is like the the major reason why this summers is ranked first here. Next one, we have a standard A/C cleaning maintenance and we also following the standard washing machine and cleaning maintenance, yes.
OK, so we have this app. Uh. How we gonna, like reach our customer? We have done several activity or projects or tactic to reach our customer and also improve the performance of our app. The first one we have put the QR code on the Panasonic product and also the warranty paper like you know when you buy or purchase a Panasonic product, you will receive a warranty paper and we have put AQR code here leading to our app.
And when the customer they like, you know, they scan this QR code, they can like quickly register a warranty for their purchased product.
Several next activity relating to the first one is partnership and this one is a key platform, which means our app is not only provide you know E warranty registration. We also have several active value benefits for customer customer to nurture the customer relationship.
The first one we have the partnership, our app become a medium for voucher delivery, which mean when the customer they download the app they enter a referral code, they can receive a coupon, a voucher from us and also from our partner within 24 hours.
The second one is a key platform in the tree planting campaign tree planting campaign is acsr campaign of Panasonic. When the customer they buy a product, they are reaches the warranty warranty.
Successfully Hanasano will help them to plant a tree, and this year we are heading to a record of 1,000,000 tree. Yes and here I have put a reference link here. So when you receive the slide from the school or the your from your lecturer, please refers to the reference for further research. We also have activation both at Panasonic offline event and of course the availability on social media or digital channels is irreplaceable.
Also have major campaigns and SNS porting, yes.
So my teammate will help you. We will like clarify about the challenge or the.
Challenge you have to overcome in this subject, yes.
OK, sorry for keep switching. It's because I don't know anything about the other slides, so I have to ask her to support me, but I should have been the main presenter, so sorry for confusing. OK, so the challenge that we would like to give to you today come in two-part. So we have the main challenge and also the supporting challenge. So for the main challenges you need to look at my Panasonic app and pick one of these two option here. The first one is for you to propose up to three.
Innovative features for my Panasonic app based on what you've learned today about how to improve CX values and benefits.
Or instead of.
Propose the innovative features you can help us to design a full loyalty programme that will be rewarding for current users and also attractive to non users. The current users and the non users have been explained to you by by Quink and then second is the supporting challenge which is.
So you have decided to.
Pick one.
Thiếu and then you come up with your idea đen unit the support it with and AMC plan with the duration of around sigmund distortus em like in order to promote yosen topic abbotti otago dien and this plan is to have the best lt việtid and time life and.
OK so.
Stuck it working.
OK.
So just to deep dive into the exact requirement and resources, OK, I think I'll stand over here.
OK, if you choose.
So for the main.
So for the main challenge, if you choose to propose a new feature for my Panasonic app, and of course, please provide all the relevant research and insight to your proposed features.
While you want to include this within the app, and this feature can be a short term feature or a call feature, or can even an improvement to the existing feature of the app.
So this is totally up to you.
And the third one is of course, when you propose a new feature, you need to define the relevant key metrics to measure the effectiveness of the the feature that you have proposed, especially the complaint.
And please explain to us how the feature would benefit Panasonic overall CRM strategies using the measurable metrics.
And then finally, when you propose the features, please provide at least a mock up of the uux to illustrate your idea.
And then if you choose to design A loyalty program, then again, please research and insights is always required.
And then for this loyalty program, the important thing is to show the tier progression.
So how can customer move from silver to gold or whatever the name of a ranking that you would like to propose?
How to achieve the next level and the difference is in the ranking and in terms of rewards and benefits.
So what you would like to give you a silver member or your gold member, or your diamond member?
Please propose in details.
Uh.
And then, uh, similar to this one, when you launch this program, the this loyalty program, please also define and provide the relevant metrics which in your campaign that will show us that this loyalty program is affective and as well as contribute to the overall Panasonic marketing and CRM strategy.
And again, providing the mockup UI UX to illustrate your ID is a must.
Ah, OK.
Next, no.
Let me start.
Ohh yeah, so in terms of the uh additional challenge or the?
Supporting challenge so the marketing campaign objective is to double the app download, double the user growth and achieve a.
This is if you're not familiar with mobile metrics, then this is DAU, daily active user Mau mean the monthly active user and Dieu divided by Mau is called app stickiness, right?
And it should be around 12% for this app is a lot lower than the industry standard, but obviously this is a very specific app.
It's not for wide usage, so you understand why and we would like to increase the seven day retention to 10% and then these are only the suggested uh metrics that you should base your campaigns on depends a lot on what you choose or what you would like to propose.
I think it would be very beneficial if you think what kind of metrics that would.
That would support you in this I would show the effectiveness of your campaign.
So these are just the suggested metrics by us additional and replacement KPIs can also be suggested based on your actual proposal.
And then for the resources, of course the timeline is 6 months as suggested, but of course this is a very rough timeline and if you are in marketing, you know that nothing ever follows the timeline.
So the six month is of course very roughly we would like to propose you to propose to us a comprehensive plan with the time frame around six months if you would like to propose it or one year or maybe an 8 month or 10 months.
This is also OK, and the budget itself.
For the campaign, only the campaign is 1 billion.
In order to launch this, of course, if you develop the new features then the IT development course is not included, so don't worry about this and if you ask me whether 1 billion is is high enough for the campaign, then well again.
If you have experience in industry, then you should always have your boss that this budget is lower than your competitor.
Always so.
So but but this is the constraint that we would like to put upon you.
Yeah.
OK, I think this one out.
Battery OK.
Finally, I think this slide needs some explanation.
This will be the final slide.
So what I would like to tell you is about what we look for in terms of the challenge that we give to you.
So at the top in the top left, of course, because we are giving this challenge to very young and innovative and very creative students.
So of course, we look for creativity, but creativity can come in many forms.
So it is OK if it is not a breakthrough idea that no one has ever seen before, because in reality in any industry that you go to, not everyone can be can be the a first mover to to the market.
You can all you have the you know first mover advantage, but you also have the second mover and 3rd mover advantage.
The reality is everyone copies each others.
Obviously Apple is not the first one to come up with a smartphones.
It's just the iPhone itself is a better product than the competitors.
So in reality, the creativity that we look for is not simply in the idea itself, but also in the execution plan.
So sometimes even if you copy your competitor or well execution or plan can have you edge just a little bit over your competitor.
And if you are a startup, then the idea maybe is more important, because if you have a very breakthrough idea, you can enter that blue ocean market where there's no one.
But in the consumer electronic industry, everyone is already knowing what the other are doing.
So when you work in a big company like Panasonic, competing with other big competitors like Samsung and LG, sometimes just a little bit of creativity can get you ahead.
So please don't get blocked out too much if you cannot come up with an idea that we haven't heard before.
Ah, please focus.
If on the execution of plan as well because they can, they can be a lot of creativities, they can be synergized there in the executional plan.
And the second what we are looking for is of course a strong understanding of the industry of our Company of Panasonic and also our total business strategy.
I think this is very important because I'm honestly when when I sat where you sit right now as a student and there's a client briefing, what we usually have is a very agency and consultancy approach to our clients.
And I think that is all well and good, but if you think about it in reality, the reason why we hire consulting company or advertising company like the reason if Panasonic reach out to Mackenzie or Deloitte or Densu rather or RMIT, it's not because we are out of ideas, it's because you know, when things go totally wrong and we can tell our boss that well, that's what's not totally my idea.
But also you know the consultants idea, So what we would like you to do is don't think like that.
Think like us, things like the employees don't think like the consultants put yourself in our shoes and in the event queue later on after this sessions and I welcome you to ask me not only questions about what we presented here today, but also ask me, OK Nam, what do you do on a daily basis?
So after this brief.
And I come back to the company.
What do I do?
So try to get into my My trying to get into what we do on a daily basis.
Of course do not get blocked out to the details because uh uh, it is not really that important, you know?
So you only have so many limited time and resources.
In order to do it, but again, going back to what I explained earlier, what consultancy usually do is they go into a company and they point it is OK, here's your problem.
Here's your answer.
Give me my money.
So don't do things like that.
Things five years, 10 years, 15 years down the line.
Whether your plan is actually executional or not, because when you propose something, it is your responsibility in order to execute it.
So it's not that I want to ask you to keep your feet on the ground, but when you propose something, you better be prepared to have in mind how to actually accomplish it in terms of the uh, operational plan in terms of the SOP's in terms of the human resources, in terms of the regulations that needed to be.
Think about of course.
Again, do not get blocked out to the detail, but if you think about it, it will show on your presentation, I promise.
And then again, this part is also quite related to the the one that I talked about, what we would like you to think about is of course propose very forward looking plan and also features, right cuz thing put yourself in the customer shoes.
What you if you propose something?
What the customer keep using it for the next five years?
10 years, 15 years.
Is there a room for the feature that you propose that can be enhanced in the future or would be like OK, we just do this for two years and then we scrap it because that would be a very much wasteful of it development.
When we develop something new, especially in the tech industry, if you just say something, OK, use AI or use, I don't know IoT or, you know, whatever is in the hot nowadays include crypto into my Panasonic app.
I don't know what you will propose, but I don't know.
Maybe crypto will be around for the next 10 years, but you know I I would change a lot.
So when you propose something thing, how the technology itself would develop within the next 5 or 10 years and then propose something that can give us a future proof.
Uh, yeah.
Because as Panasonic in reality we move very slowly, our competitor already years ahead of us.
So if we don't think ahead, then there's no point.
Uh, and then finally.
Again, what they usually when we brief to our agency, our advertising agency like then sue or publicists or you know, whatever they propose a very pretty slide with a very good plan.
But of course, if you are have ever been in project manager then you know that no project in existence has ever been on timeline within the budget and executed well.
There's always issues and there's always things that goes wrong.
So what we look for is not really a perfect plan because it simply does not exist.
When you propose a plan, also propose your plan for PDCA and optimization.
So let's say if your plan doesn't go well and the customer doesn't respond to it and you're KPI is not meeting, how will you optimize it?
How you improve it?
How will you change it?
Would you scrap the plan?
Will you propose something new or we just say, OK, let's just forget about the app.
It's not working, so let's do something else.
So again, just to total back to the whole 4 ideas or the full requirements and put here today is first creativity, but it doesn't have to be a breakthrough idea.
It can come in many forms, so remember this second is put yourself in our shoes as a don't think like you are working for Panasonic as a client.
Think of yourself as the marketing manager or myself or going or even miss attacker, Fujino said.
Even though I don't know what he thinks would try, but you can try.
You can maybe talk to him and ask what he thinks, and then the third one is of course propose total forward looking features.
Make sure that it's future proof is not something that is we propose and then six months later everyone already forget or everyone stopped using because it's really a waste of time and money.
And then finally, again, when you propose something, planning features everything always have a Plan B and how to improve it and how to enhance it and how to optimize it.
Yeah, as all I think that is a final slide.
I think we have a.
45 minutes on the dot.
And once again, please give a big hand for Mr Nam.
Thank you very much for detail briefing and now we will move to Q Nation.
OK, so for online Student, please drop your questions to the chat box and then we will read your questions from here and now for the Student here.
If you have questions, please raise your hand.
OK.
So.
Hello.
What's your name?
Hello, my name is <PRESIDIO_ANONYMIZED_PERSON>.
Also, copying right, yeah, we have two quick here.
So if you are going levels. Yeah.
Yeah, you cannot slight variation.
Yeah.
Sorry, you cannot stand up because there was no.
It's OK.
Yeah.
Yeah, you can sit down this one.
So my first question is, uh, you gave us two options to do our our brief, but what if we choose a choose to design A loyalty program and new features are included in our plan.
So is that OK or we have to or when we choose Plan B, we cannot propose any new features for the app.
Uh.
A very interesting question is a good one actually this one I prepare for so yeah.
So yes, when you propose a new, the new loyalty plan and all loyalty program, sorry, then of course if you have come up with in my new features that need to be incorporated within the app in order to enact your your plan, then by all means go ahead.
Yeah.
Yes.
OK.
Thank you.
And my second question is a in about your timeline, is any time frame that you prefer us to choose or we can choose any time frame that we want to time frame him in duration or just a time frame in the year?
Yeah.
In the year like in this year or next year or OK.
Yeah. OK.
Yeah.
Good thing also this question I prepared.
I so I think so.
The When when we presented this brief to the RMIT to to to missing in the faculty staff, So what?
She asked us is the exact same question that you asked just now and I think it's the short answer is totally up to you.
Like it can comes in two ways.
The first one is you because as the marketer where you are actually working in the industry, you response to the environment or the timeline ahead of you.
If that is in six months, then you need to prepare for that.
If you know Valentine's days in four months and you need to incorporate that in your plan, but in reality we don't want to restrict you too much.
So if you want to propose A6 month plan starting from let's say October, and definitely that would be in it, then that will be should be in your plan.
But if you want to propose some, you know, fictional timeline, which may or may not include that, and it's totally up to you.
Yeah.
Yes.
OK.
Thank you.
I'm out of question how it is turned for the online audience.
We have more than 100 people online, so this is the question.
Do you have the brand guidelines and can you share some of them to Student?
Because the Student gonna put will produce mockup like.
How's it local look like maybe not the phone, but some main ones.
That's possible.
Uh.
I would say.
Yeah.
Again, very good question.
I think this my answer will come in two parts.
The first one is that yes, we do have a Bratton guideline and we would like you to follow it.
And now if you follow it then it will be very good.
We can share this with you on.
Lastly, it's not really a trade secret or anything because our brand guideline is very strict.
But again, in my own opinion is not very inspired, so I don't see why you wouldn't want to follow it, because The thing is yes, please, you know, like finally you have to follow it.
But if you can propose something that I think in general looks nice and we will also accept it doesn't have to strictly follow the guideline.
If you know if it is 2 centimeters of the sensor of what the guidelines say, I think, I think we would not mark you down for that.
Yeah.
Yeah, but we can share. Yeah. Yes.
So we're waiting for the chair.
The next question from offline audience, alright.
So this Mr K.
Thank you.
Hey, guys.
Hello, Mr Nam.
I actually like you and your energy today.
I have two questions for you.
The first one, yeah.
And how long has the app been planned?
Sorry.
Yeah.
How long has the app been learned so far?
Up until now, OK.
So the we had a soft launch back in October, sorry, November of 2022, but then it was an officially launched and then you know like with the PR article and whatnot until the until March 2023.
So maybe one year and four months, one year, six months?
Yeah.
Thank you.
And here is another one.
Now you say you're gonna use this app for a whole lot of different purposes for user and nonuser.
My question is, can Panasonic users with their purchase long long ago, let's say 10 years or 15 years ago can access and use the benefit of the app like we have the previous director like 15 years ago with that purchase.
Yeah, yeah.
Can they use the benefit?
Yeah.
Yeah.
So I think it's a very, very good question and this is one thing that we thought a lot when we launched the app because as you have seen in the strategy slide, what we really need to do is reward not just the new customers, but customers who have been with us for a very long time.
So like I've mentioned. Sorry.
Yeah.
So like I I mentioned, so when we launch the electronic warranty system back in 2017 and we got a lot of customer data and when we analyze those data and we realize that a lot of customers have a lot of product.
So the way the app works is that it will match the phone number of the account that was used to create the app with the warranty system.
So if you already register your electronic warranties in the past since 2017, then these will all be counted to your ranking.
So if in your house you already have like 2 fridges, one washing machines.
Uh, please buy more, of course.
But then you can activate the warranties if you already activate the warranty for all of them.
As soon as you download the app and as long as the phone number you use to create the account for the app is the same phone number used to activate the electronic warranties for the product that you already have at home, then you may already be diamond or platinum.
Thank you.
Didn't have an online question right.
A lot of Student are trying to download the app and and and they all struggle with the old opt register.
What would you have any like advice and and one more point.
Can you share because that is the the student struggle Student issue to download and use the app it go with the another question that can you share some of your common customer complaints.
Ah, OK, so I'll answer the second question first is the 2nd customer complain is that they do not receive the OTP in order to activate the app.
So that's a second question answer, so I think.
Yeah.
So if you try to download the app right now and I just received a text message on my phone that the OTP.
Ah, system is actually down at the moment, so you cannot create a new account.
And I think as a Panasonic, we struggle, we struggle a lot in terms of trying to do innovative projects because we have been sitting on our ***** for such a long time and not doing doing any innovative projects.
So when we start to make this kind of movement, then there is a lot of know how that we do not have and also there's a lot of resistance as well as as.
Ah, you know, like difficulties within our own company.
In order to do something properly, uh, especially when it comes to IT projects.
So The thing is, if you look at the again, going back to the second question, what you see is a lot of customer complaints that they do not receive the OTP and other technical issues.
And what I think is that although is fairly discouraging to keep having technical issues as you know, as the product owner or as the app owner, when you look at the, that's your, you know like the timeline or app development for most of all the app, it takes about two to five years for an application to reach the maturity needed in order to fully be integrated into the market.
And we are one year and three years, one year and three months old.
So there's a lot of improvement that needs to be made technically and you know, in terms of business as well, so.
If you income if you encounter a technical issues, then by all means please rate US the one star and let us know so we can improve as well as feedback to our IT development team that this is not acceptable and we need to do better.
So we don't we we we didn't really need to you know have an open heart surgery and look at what can be done better.
So it's so I apologize for that.
We try to get it fixed and then you can now have to download the app as soon as possible.
But currently, if you cannot, then please let our customer service know and you will be instructed to.
To navigate through the technical issue, so sorry about that, yeah.
I'd like to add something from Mr Nam answers that in case that you find that a difficult way to register or to activate something is a room for innovation.
Yeah, of course.
Yeah.
So the the why?
Why we're here today is a yeah, it's a very yeah.
Thank you for saving me.
Yeah.
The thing is like if we are already wrapped or apple and we already have such a good app, then there is no reason for us to be here today and you know, engage with you and ask for your advice because we already too smart and know everything, right, what we would like to present to you here today is not our strength.
What we would like to show you today is a vulnerable our vulnerabilities and what should be done or what could be done better.
And would like you to think about it and if you encounter any issues, what the technical or you know just some general UI UX experience.
Then of course, if you can propose something that can change the status quo and you know that's how you will get a very high marks, I think yeah.
Thank you.
Do you have any next question?
OK.
Ohh yeah, so sorry before before before the before the before.
The next question I think there's a second part to the earlier question, My missing here, which is which is the most common complaint by the customer is first is I already said it's a technical issue and the second is I think.
It's fairly common in the CE industry or the consumer electronics industry to receive complaints that the products and work and we do get that a lot or not very good services.
But the actual complains itself.
I believe you can crawl it through a bot, so I challenge you to do it.
It will be a very interesting experience as well as, especially when it comes to Vietnamese feedback, it can be ah, sorry, I speak in Vietnam some somewhere.
Customer feedback is very old.
Yeah.
So yeah. Yeah.
So so if you find some of the interesting comments, then please do share with me and we can, you know we can solve it together.
So high.
My next question is how would you write your customer experience and service that you're currently app is offer already?
I'm sorry I didn't quite catch that about young consumers.
Uh, it's like how you checking your customer experience like your customer feedback or your summer experience when they using your service or your in your application, just our customer service or just the app experience itself?
Uh, is your question related to the whole customer service or Panasonic as a whole or just on the application?
Yeah, just on the application are are are the customer service of Panasonic as a whole.
So do you have any tool or?
I mean, uh, like, any ideas are.
As of so, sorry, sorry, sorry.
I think uh miscommunicate a little bit.
I'll answer both.
As I understand, I hope it will answer your question.
It's a very good question, by the way.
So in the application there's a module that actually I neglected to mention, which is the survey module.
So we use the survey module in order to collect customer feedback on the app and also usually when if you manage an application and IT customer have issues then they will give their feedbacks on the app stores.
So we do monitor them and respond to them.
Uh, regarding any challenges or issues that the customer faces, all of the our so in the app we send push notification to the customer.
So ah, in our application, in our push notification plan, at the end of all of our.
So for example, if you buy a microwave oven and you start receiving your push notification related to tips regarding how to use your microwave oven better or you know some cooking tips or recipes plan then at the end of it then you will get a final push notification asking you to complete a survey about your experience with the app as well as experience reading the the content or the tips that we provide to you.
So that is how we collect the feedback for the app and for the customer service of Panasonic as a whole.
Then again, I don't want to drive too much into this, cause it's not really my expertise.
It's a whole other department, but I believe every time that they complete the services for the customer and their house or, you know just a call center in general, then they always have the if it's a cool experience, then I believe there's a voice bot that called the customer back and ask for the experience.
And if it is service agent, sorry technician that comes to the customer house in order to fix the product or to complete the warranty or they're doing the cleaning and maintenance.
Then I think they also have to fill in the forms for the customer.
They ask customer to fill in the forms in order to rate the service like 4 star, five star to expensive to cheap.
You know, things like that.
Yeah.
So I think that is how they are doing it.
I hope that answers your question.
Does it answer your question?
Yeah.
Thank you. Thank.
It turned for the uh question from from online, so we have the question for.
Mom.
Ohh, that's what we learned here.
Today is about the app.
How about other communication channels?
Are panasonics in Vietnam and what are your goal in in future?
What?
Yeah, the goal may maybe we gonna share more about the app development goal or Georgia Department goal because that's what you know better.
And if you know about more of the whole corporate or Panasonic Vietnam girl you can share please.
OK.
So again, in order to answer this question, I will answer in two parts.
The first one is the aside from my Panasonic app.
What our communication goals?
The short answer is I do not know.
The thing is that.
Well, Panasonic is a very complicated company with a lot of departments and different teams and different product categories.
So the washing machine team will have a different communication goal.
The uh fridge team will have a different communication goal.
Each product will have their own communication goal and positioning within the the market that unfortunately I do not know about.
So I think for this question, I would invite you to look at our communication on our all of our social media or even TV advertising or whatever media that we put out for all of our products and see what you can insights that you can gain from it.
I don't personally know, so after your research I think you know more than me what we try to do is get going back to my Panasonic app is trying to reposition ourselves as brand that create values for the customers and these values is will support the customer to in their everyday lives and in order to make their lives a bit easier or better.
So I think when it comes to my team that lead to see CRM is that we have basically our goal is to be closer to the customer essentially and listen to them and try to provide to them what our competitor do not have, which is the customer experience.
Because if you think about it, then almost everything can be copied.
Nowadays, when we think about branding, then you know, like the thinking of 20 or 30 or 40 years ago, is that OK?
I need a brand and I need a nice logo, maybe a tech line, you know?
Just do it and then stick from the Swoosh.
From a Nike, if we can have something like that, we'll probably have a good brand and people will remember us.
But that is the thinking of, you know, again 30-40 years ago basically all the logos that you can put out all the nice taglines you put out in reality, the sorry, the competitor can copy it and they can probably do it better than you as a case we've seen with the Chinese brands.
So what we really need to do is to create that competitive advantage within the industry by having something that is very hard to copy.
And what our team think that is the customer experience because the experience is when you copy it, it's very difficult to provide an authentic experience.
And what we so that is really our goal is to create a an experience that is unique, that is.
Premium, that is, you know, in general, just helpful to the customers.
So that is the goal.
My teams in terms of positioning and communication, yeah.
Should right here, but let me find it.
Ohh sorry, I lost track of the online question is good on the question about the app.
Umm.
Ohh yeah, does the app because they they couldn't get into the app yet, so this is the app like does the app have an audio video guideline for how to use a product or if the app like what is the main content that the app currently offer like the regular content.
So far, yeah, content of the app is purely text and image based.
So of course, if we want to show the videos and unfortunately we need to link to.
He's it's a very strong coffee that they offered me.
Yeah, I think I need to sit down.
Yeah, that's not nice question.
So uh, please keep asking them and also please don't stare at me.
I'm very self conscious about my hair so.
Ah.
Uh, yeah, yeah.
Again, the current content of the app is purely text based and image based at the moment.
Uh, yeah.
So if we want to show like a video, then unfortunately we have to embed the URL link within the app and it will open to YouTube or Facebook or whatever and then you can watch the videos.
So, but that's a good question.
It can be a feature, you know that you can propose or well, you know it's important that what it does not with it, you know, if it's just out OK.
Yeah, yeah, yeah.
So please don't just say that, OK, the feature that I would like to propose to Panasonic is to have video within the app, so don't do that.
Please tell us what kind of videos you want to include.
OK.
Yeah, because we know that already we need the videos in the app.
You have nice questions from.
Let us do that.
I'm.
Hi.
Hi I have a questions like I think this app is so amazing but like how Panasonic had promoted for this app because my family they isn't even like recently bought Panasonic product but they didn't know about this app.
I will.
I will ask my team member to answer this so I don't want hope.
All the limelight here, gotta type.
Uh, so I would like to answer your question how we promote our app and how we reach our customer.
The first one beside all this activity I have proposed, I want you to hear that is our key channel or Panasonic currently is we sell product at dealers all offline store at our game or make you alone which means we solve mostly through B2B umm hands like those dealer they have the power to control the customer data and how we enter with our customer.
Hence, we have received many limitation from like you know directly reach our customer.
Basically, you're saying we can directly reach them at the key dealer or offline store by OK, the BJ can tell them that the Panasonic has my Panasonic out where you can register warranty but they limit or restrict us from doing like that.
So we have to find another alternative to reach our customer.
And as Lamson has mentioned before, our app has been officially launched for about one year.
So we have too many room to cultivate and so to do and that's also the reason here why we are here today to provide a new app.
So with a newly brief to you and to receive many outstanding and also creative ideas from RMIT students.
Miss Lynn have questions.
Yeah.
So can you please go back to the campaign objectives?
Slide please.
Yeah.
So I have a question related to that because I think if we can clarify the KBI, we'll help us two guys students better.
So you thought that we have two options.
They can choose to propose A3 unique features for.
For attract new users and the second one is to create a polity program.
So I think that the two KPI is different.
The first one may very focused on app downloads and user growth.
Otherwise, for the loyalty programs, it will help us to increase maybe the DAU, MAYUS and retention rate.
So if we clarify that, it will help to use the plan better Student cannot achieve on that KPIs for one options only.
Is that right?
Yeah.
Yeah.
Sorry, what's your name?
Sorry, question is Ling.
Yeah, Linh.
Yeah.
Yeah.
Thank you very much.
It's an excellent question.
So because I already prepare for that.
So that's why I have the line here.
So additional and replacement KPIs can of course be suggested by students.
So you're very rightly said, so the two options that we propose are very different.
But as uh, the lady earlier suggested, that Lady would agree that sorry for your name suggested it can be the same thing.
If you propose a loyalty program, they can be the features in there and if you propose a feature, the features can also support the loyalty program.
So what I think is that the reason why we separate the options is not because we want you to stay in that lane and don't do any synergies or any you know, mix up between the reason why we propose 2 challenges is because we realize that, you know, like you may enjoy doing different things.
So it's not that we are asking you to stay strictly in your lane and do not step over to the other batteries if you want to do both.
Honestly, it is fine regarding the KPIs itself.
I think if you have a very strong loyalty program then it can serve as a competitive advantage in order to increase the app download.
Because if people think that, OK, should I buy Samsung?
Or should I buy Panasonic and then you look at it and say, OK, Panasonic has a very good loyalty program then?
Well, I'll buy Panasonic and download their app because the loyalty program itself is a competitive advantage and at the same time, if you have proposed the features and let's say, OK, I don't want to give you the answer, but let's say if it's a game or it's a umm, live stream functions and we will definitely increase the app stickiness and also the retention because for the games or the gamification, it will, you know keep the customer engaged.
The new features won't simply be support to increase the app downloads, but also the retention metric as well.
So if you switch the order to ah definition around, I think there is a lot of overlap and also room for creativity.
And So what you want to propose.
So again, disclaimer is these are, you know really it's just the suggested KPI by us if you can propose new ones then we're very welcome to.
And if you don't like any of these, and please feel free to remove them.
But if you remove them then please suggest the replacement.
We want at least 4 S standard for yeah. Yes.
So, uh, I think, yeah, I do agree with you.
So it's quite really flexible in terms of proposing so ideas and and KPIs, but that's one advice for students.
I think when you build your IMC plans because you have a specific timelines and objective and you know budget as well.
So choose your primary audience and secondary audience.
That's mean you can have a primary kbis and secondary KPIs as well.
OK.
Thank you.
That's a very good advice.
You should listen to her more.
Yeah, yeah.
Can I and let me just supplement those few comments?
He proposed these KPI because the this is the KPI I said to the team.
Yes, yes, yes.
Yeah, it's so of course I understand the some tool of that, there are two elements to increase the base round the customers and the next one that the right hand side is to increase the loyalty of the customers to elevate to the next level.
So sometimes, yes, those contracts contradicts somewhat, but in the reality of the business, we have to gain the baseline and we need we need those baseline to error rate to the next level.
So this is a reality of business.
Welcome to the business.
Thank you for you know that.
Is there any questions online?
I see.
So you do we have any further questions from here?
So I I think as earlier like I suggested, if you don't have any specific question about you know the app itself or the brief, then you don't.
We have very much welcome you to ask the questions about just the Panasonic in general, what we do or even our inner workings.
You know what we do on a daily basis because again, I would like you to walk in our shoes and understand what we're doing.
And yeah, that I think that would serve as a good base in order to propose best brief.
So yeah, the last personal question is whether you like, just not to me.
Ohh.
Yeah.
Just wait for that.
Suggestions to come up here.
Again, thank you, Mr Nam.
Yeah, I don't know if I should ask this question guys, but.
This is specifically for Mr Fujino.
You know what?
We have the very good brand client this time and is gonna be very competitive for the whole cars.
How about we're gonna bring the competitions to next level by we're gonna provide you with how?
A lot of good ideas right here beside that piece of paper of the tification.
What would you suggest as a problem is to provide as the rewards to the whole Student right care.
That's what you want to ask, right?
OK, this is one of the question.
I suggest you, I think carefully that was out of my mind, to be honest.
So of course we gotta we have a bunch of the products available in this market.
And by the way, the one question one lady made up question.
Thank you for being a customer.
So OK, yeah.
What I can say here is you're gonna have something from us.
Maybe I have to go to my warehouse on the way back to the office.
So the drop by let's see what I have.
OK.
But definitely you're gonna have something.
So go for it.
Yes.
Yeah.
Thank you.
Thank you, Mr Kang, for for your question.
Ohh umm if if you want to know more about the like the main customer group or or the secondary or or several customer groups it it may be your task to figure it out who they are for your own like research and and then what you want to achieve from those groups is also your own like so we we we have a really broad line objective right here and and like whole whole big plan KPI it up to you to break it into the more detail break it into the actionable achievable maybe you have a lot of.
Activity and each activity you want to achieve 1 main CAPI only and then you have another activity to achieve another KPI is.
Is it up to you?
So you have a lot of room for creativity and make sure you have a variety of activity because you you have up to six months, right?
And the platform should have a lot of value to offer the user, as Mr Nam has said.
So it means a lot of room for creativity, right?
And the even though the app is new right?
Just only but Job plan can be a bit more future for what?
Or.
Or do you embrace some risky like idea and maybe the idea might not be execution immediately, but it can be a little bit future forward?
What do you think?
I yeah, I think it's OK.
Uhm, when?
Uh.
When I, uh talked to my uh, not these team members here, but also discuss this so in within Panasonic and other team members and one of them asked me like what if the Student proposed just to delete the app and do something else.
Would you be OK with that?
And then my answer is that well, I would be very surprised, but I wouldn't hate it.
You know, like if you if you a bold enough to suggest such an idea, then of course and we expect you to have a pushback that, you know, pushback idea that is even better.
But I don't want to, you know, like, derailed is too much.
And then everyone, just like half of the room, just like, OK, just delete the app.
So please don't do that.
But I don't want to restrict you either.
So yeah, we are very open to very radical ideas.
I think onestly it is what we like in Panasonic right now.
Uh, yeah.
Not only the ideas, but we willingness or the courage to execute that is something that really is what we look for.
I hope that answers your question.
I don't want to, you know, direct you in one way or another, to be honest.
Yeah, 111 more thing that I really need to know because all the brand, especially the International Corporation, have really strict and detailed brand guidelines like.
However, if our Student have more creative idea to to suggest some a little bit more, something else that 2 piesen and to to put it into the app, if that's OK, maybe an icon, maybe a specific design, that may.
Of course it's not ohh 100% the run guideline, but they can be more creative in terms of creates, so images are emoji or something or what.
What would you say?
I I think I think this question has already been asked right?
So yeah, I think this is fine because it's not like we will, you know, just take your ideas and run with it.
We will.
There's a lot of, you know, internal checking.
And you know, if we if we want to apply it, so please if you can follow again if you can follow the guideline then it would be perfect.
But if you don't want to follow it again, it is OK.
I think the most important thing is that you are not restricted and you are can do the work that we ask you to do in your full potential and leave the restriction to us.
OK, just let your mind you know, expand it and you know, do whatever you want, yes.
Approach and maybe you can start with the brand guideline and you can be innovative and creative from here.
From there you have the background and then you can creative something from it.
Maybe you you can draw some new images, but you still use a brown color for example, so that can be good approach right?
So you still stick to the root of the brand, but you still be creative and add something new.
OK."