Blue Ocean Strategy BPTV

“Voctech – the right choice for better career”The “As Is” & “To Be” Strategy CanvasThe “As Is” & “To Be” Strategy Canvas

Creation

Blue Ocean Strategy Workshops 2010

80%(2020)

MALAYSIA

2013- ILP,KSM2014 - KKTM, MARA - IKTBN, KBS -WISDEC, KPPK

• Sorting (SEIRI)• Set in order (SEITON)• Shine (SEISO)• Standardize

(SEIKETSU)• Sustain

(SHITSUKE)

How Vocational Education to become a strong Brand?

Positioning and Re-positioning of Vocational Institution (Vocational Schools to Colleges)

Reasons for Re-positioning•Poor/tarnished image of vocational schools•Change in target audience• Change in strategic direction (vision 2020)• Creating new corporate personality•Many competitors (public and private)

Branding Workshop (3 hours)

• Contents– What is branding?– Who owns and build brands?– Why branding is important?– Brands and reputations– Brand Identity Vs Brand Image– Building Brand Stategy– Brand vision, business and values– Brand experience and consumer relationship– Brand management wheel– Time line

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Presented to 100 BPTV staff and 88 College Directors9 Jan 2013, 9 am-12 noon

Brainstroming (3 hours)

• You will be divided into several groups to complete several tasks and make presentations– BPTV– SMT or Technical Education– KV or Vocational Education ( 4 groups)

• TASK 1 : Identify what you want to brand.• TASK 2 : Identify your brand business which has an emotional appeal• TASK 3 : Based on your brand business, identify your Brand Vision• TASK 4 : Based on your brand business and your Brand Vision, identify your Brand Values

Vocational College Brand Business

Our business is not only provide access to quality

vocational education BUT Your Success Is Our Business

VC Brand Values

RATIONAL EMOTIONAL

* Professional * Caring - Efficient, ethics, - helpful,

friendly knowledgeable * Fun * Innovative - - Fun learning, colorful

- creative programs, mobile learning * Courageous•Quality - positive, brave - 5S (Quality Work Environment), MS 1801(Occupational Health & Safety)

Timeline 2013-2015

Phase 1 Phase II Phase III Phase V Internal Analysis Strategy Implementation Evaluation & Re-

Align * Brand Business Planning* Brand Values

* Reputation Survey * Setting Committees - Working Group - Steering Committee

A. Define Brand Approach

B. BUILD BRAND STRATEGY & LAUNCHING

C. IMPLEMENT & MONITOR

Aug 2013

Dec 2013

Mac 2014

Jun 2014

Sept2014

THE OUTCOME 2013