Blue Ocean Strategy
Workshops 2010
The “As Is” & “To Be” Strategy Canvas
“ Vo c t e c h – t h e r i g h t c h o i c e f o r b e t t e r c a r e e r ”
5
Creation
4
3
2
1
0
As Is
To Be
MALAYSIA
2013- ILP,KSM
2014 - KKTM, MARA
- IKTBN, KBS
-WISDEC, KPPK
80%(2020)
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Sorting
Set in order
Shine
Standardize
Sustain
(SEIRI)
(SEITON)
(SEISO)
(SEIKETSU)
(SHITSUKE)
How Vocational Education to
become a strong Brand?
Positioning and Re-positioning of Vocational Institution
(Vocational Schools to Colleges)
Reasons for Re-positioning
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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)
Presented to 100 BPTV staff and 88 College Directors
9 Jan 2013, 9 am-12 noon
• Contents
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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
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)
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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
* Professional
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- Efficient, ethics,
knowledgeable
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* Innovative
- creative programs,
mobile learning
*
• Quality
- 5S (Quality Work Environment),
MS 1801(Occupational Health & Safety)
EMOTIONAL
Caring
- helpful, friendly
Fun
- Fun learning, colorful
Courageous
- positive, brave
Timeline 2013-2015
Aug
2013
A. Define Brand
Approach
Phase 1
Internal Analysis
* Brand Business
* Brand Values
Dec
2013
Mac
2014
Jun
2014
B. BUILD BRAND
STRATEGY &
LAUNCHING
Phase II
Strategy
Planning
Phase III
Implementation
* Reputation Survey
* Setting Committees
- Working Group
- Steering Committee
Sept
2014
C. IMPLEMENT &
MONITOR
Phase V
Evaluation & Re-Align
THE OUTCOME 2013