BSM2018×INHANA

At the end of this semester, BSM’s Year 3 students finally presented the Post-Covid Brand Plans they had been devising for a Shanghai education startup.

On the 12th floor of the DeTao Building, Mrs. Shen Xiaofang, teacher of BSM’s Marketing Strategy course, hosted the owners of the business: Inhana Speech & Drama - which is dedicated to providing academically-focused English speech and drama programs to schools in China. Mrs. Shen explained to the class that this was a valuable opportunity to work on a real project. Students clearly appreciated this, as could be seen by the quality of their presentations and the effort invested.

Affected by the epidemic, Inhana, which used to adopt B2B and offline education models, has encountered unprecedented challenges. In order to avoid business stagnation, the brand had already planned to change from an offline-to-B model to a parallel to-B and to-C business model, both online and offline. Transformation can bring opportunities and challenges, especially for online courses. It was the complexity of this challenge which inspired Inhana to consult the BSM students who enrolled in 2018. And this "Marketing Strategy" class was the perfect opportunity. The company hoped that the innovative thinking of students could infuse vitality and new ideas to Inhana's online platform.

And they were not disappointed.

Through industry research, consumer demographic research, competitor analysis and a series of external marketing environment analysis, as well as Inhana's own surveys and interviews, students put forward their own opinions regarding Inhana's optimal marketing strategy and market communication strategy.

Attentive to the needs of customers in 2021, the new communication strategy focuses on the intense promotion of the company’s winter camp courses. In addition to the original communication channels, students focused on helping Inhana to engage clients through social media communication channels like Weibo and Xiaohongshu.

In the early stage of the project, based on the creative needs of the enterprise for the project, students put forward creative marketing methods such as an interactive video course, an “Inhana Plus” business model, an Inhana Drama Contest and a reality show called "Not Just a Children's Drama", etc.

Following a mid-term consultation with the client, students chose to focus on the interactive video courses as the further direction of this project. Students took the children's literature classic "Charlie and the Chocolate Factory", adapting the script and finally shooting a humorous sample film.

BSM2018 students put forward an overall solution encompassing brand reshaping, brand design, product design and marketing communication strategy, hoping to make Inhana into a brand that fulfills consumers' rational and perceptual demands.

At the end of the presentation, Mrs. Vivian, the founder of Inhana, expressed her gratitude to Mrs. Shen Xiaofang and all the students, and offered high praise to all the solutions, saying that many of them will indeed be implemented by Inhana in the future.

Please see the video: https://v.qq.com/x/page/j3226gu1530.html