Young Marketers 8 - Elite assignment 1.1 - Team-1
- 1. Different stages of Marketing Process - Different levels of Consumer Insight The act of designing the brand’s offering and image to occupy a distinctive place in the mind of the target market. The concept that sits at the heart of the business. Brand idea = Brand philosophy + Brand essence + Brand values The big concept for communication, coming from Brand essence. It’s what consumers will remember about the brand. Each stage requires a deeper, more specific version of Consumer Insight Brand positioning Brand Idea Brand Communication Idea Definition Product development STP Brand strategy development Brand communication strategy development Brand communication & activation
- 2. Market understanding: Competitive strength, Competitor analysis Consumer insight: Simply an unmet need, unsolved problem. Business objectives Consumer Insight in Brand Positioning Brand Positioning Use of Consumer Insight • Target new market • Sharper/better positioning • Repositioning • Extend brand positioning
- 3. Brand Idea • Brand Philosophy • Brand Values • Brand Essence Consumer insight in Brand Idea: The consumer’s desire & problem that has high sustainability and can be solved by all means of the brand. Marketing objectives Brand Idea Consumer Insight in Use of Consumer Insight • Deep dive in consumer’s mind to differentiate the brand • Create brand meaning that aligns with product’s feature Market understanding Unique Brand Offer (UBO)
- 4. Brand communication idea Consumer Insight in Brand Communication Idea: A deep understanding of a person, that he/she: - Wants to hide - Doesn’t want to admit - Doesn’t recognize it And can be solved by a specific mean of the brand in a specific period of time. Communication objectives Brand Communication Idea Consumer Insight in Use of Consumer Insight • Urge consumer to take a specific action. • Set out the right goal - a new way of thinking and acting of consumers Unique Brand Offer (UBO)
- 5. • Context: In 2013, PNJ was the leader of Vietnamese jewelry market • Business objectives: maintain the Market leader position. • Market insight: Jewelry back then was still simply designed. They were all looked the same. • Consumer insight: As living standard evolved, women were looking for more sophisticated jewelry. → Brand positioning: The brand that brings sophisticatedly, well designed jewelry for women. Source Consumer Insight in Brand Positioning PNJ
- 6. Consumer Insight in Brand Idea PNJ Marketing objectives: recruit more female customers & increase brand love. Brand Idea NIỀM TIN & PHONG CÁCH The jewelry brand that brings emotional values to women: Trust in love & themselves, Style in the way they wear jewelry. Consumer Insight Jewelry ‘s value is defined by both monetary value & emotional value. However, in Vietnam, jewelry used to be coveted for its monetary value instead of the emotional value. UBO PNJ brings women not only authentic fine jewelry, but also upgrade their confidence & style with sophisticated design.
- 7. Communication objectives: make everyone realize women’s precious values, and showcase PNJ’s jewelry as a way to treasure them. Brand Communication Idea TÔN VINH GIÁ TRỊ ĐÍCH THỰC PNJ’s craftsmanship process is inspired by modern Vietnamese woman and their attitudes. Consumer Insight in Brand Communication Idea PNJ Consumer Insight Vietnamese women are precious, they have exceptional beauty from the soul & attitudes. However, many men take women’s precious values for granted. UBO PNJ’s jewelry was created by excellent craftsmanship. They have the same beauty as women and is the worthy gift to treasure women.
- 8. • Context: In 2014, the coffee shop industry was leaded by the foreign franchise companies with the price range from 30.000-40.000VND from 50.000-60.000VND. • Business objectives: Expanding 20 coffee shops in the next one year. • Market insight: The price ranged from 30.000- 40.000VND has not offer the suitable space while the price ranged from 50.000-60.000VND is too high for the youth. • Consumer insight: More than a cup of coffee, a real connection is what young people seek for in the coffee shop. However, they are struggling to find a suitably experienced connection space with an affordable price. → Brand positioning: An open space for nurturing deep connection with an affordable price Consumer Insight in Brand Positioning THE COFFEE HOUSE
- 9. Brand Idea Marketing objectives: Create a friendly, cosy & delighted perception on the brand. Brand Idea DELIVERY HAPPINESS The Coffee House brings customers small delighted moments, making them better everyday and keep sharing happiness. Consumer Insight Delighted moments are what young people seek for when they go coffee. UBO With the human-centric culture, The Coffee House offers for customer every little thoughtful and caring service Consumer Insight in THE COFFEE HOUSE
- 10. Consumer Insight in Brand Communication Idea THE COFFEE HOUSE Communication objectives: create a “cozy as home” feeling for The Coffee House (Increase brand awareness) Brand Communication Idea THE COFFEE HOME Whenever you come to The Coffee House, you can always find joy and intimate sharing with others like home Consumer Insight Home is always the happiest place for the youngsters to express their true emotion UBO The Coffee House provides customers with the most comfortable space and good drink, bringing real moments of comfort.
- 11. • Context: In 2018, Vietnam car industry didn’t have any domestic brand. • Business objective: Bringing Vinfast cars to the top of the best- selling brands in Vietnam • Market insight: Very few high-end and luxury foreign cars are suitable for Vietnamese people. • Consumer insight: Owning a car is the Vietnamese dream, but they always consider to save as much money as possible. → Brand positioning: World-class Vietnamese car Consumer Insight in Brand Positioning VINFAST
- 12. Consumer Insight in Brand Idea VINFAST Marketing objectives: Encourage Vietnamese pioneers to use Vinfast & increase brand love. Brand Idea DẪN LỐI TIÊN PHONG Consumer Insight Vietnamese people want high quality products at reasonable prices but do not really trust Vietnamese brands UBO In addition to high quality and reasonable price, Vinfast is a product that shows the pioneer spirit of Vietnamese people Vinfast is inspired by the pioneering, daring to overcome the challenges of the Vietnamese. And Vinfast want to inspire Vietnamese to give Vietnamese cars a chance
- 13. Product: Vinfast President Target: Middle-aged men, who have high social status and positions. Communication objectives: Increase brand awareness and brand attributes in a luxurious car Brand Communication Idea DẤU ẤN NGƯỜI DẪN ĐẦU Vinfast President helps the boss relax during the move, while demonstrating the high-class of the owner Consumer Insight For a boss, a car is the way to show off his class and his pioneering UBO Vinfast President with luxurious exterior, interior, powerful engines and convenient functions are suitable for busy bosses. Brand Communication Idea VINFAST Consumer Insight in
- 14. Consumer Insight comparison Consumer Insight in Brand Positioning Brand Idea Brand Communication Idea What is it? Simply an unmet need, unsolved problem in a specific market. The consumer’s desire & problem that has high sustainability and can be solved by all means of the brand. A deep understanding of consumer’s desire & problem in a more specific context, that he/she: - Wants to hide - Doesn’t want to admit - Doesn’t recognize it And can be solved by a specific mean of the brand. For what? - Target new market - Sharper/better positioning - Repositioning - Extend brand positioning - Deep dive in consumer’s mind to differentiate the brand - Create brand meaning that aligns with product’s feature - Urge consumer to take a specific action. - Set out the right goal - a new way of thinking and acting of consumers Depth General Deep Deep Sustainability Long-term Long-term Short-term
- 15. Thanks! Team 1 – Assignment 1.1 Vu Nguyen Mai Linh Tran Thi Phuong Tram Le Ngoc Quynh Chi Do Tan Phat