2. 5 ways of connecting with customers
FUCNTIONAL EMOTIONAL
DRIVERS – 2 WAYS
Value
VALUE FOR MONEY
Usefulness
SUPERIOR QUAITY
Significance
PERSONAL
VITALITY Meaning
ASPIRATION
Substance
SUSTAINABILITY
The ways BRAND stick to its promise,
communicate & connect consistently
with consumers
The ways CONSUMERS perceive about the
brand & also strong reasons to base on
when making decision to buy product
PART 1 – EXAMPLE 5 WAYS
3. VALUE
VALUE = VALUE FOR MONEY = LOWER PRICE, EQUIVALENT QUALITY
• Vietnamese always think that “Higher price,
better quality” (Tiền nào của nấy).
Therefore, they are easily impressed by
which brand who can overcome this
prejudice.
• Apparently, this is the challenge for brand
to manage itself, how to reduce cost and
improve their image in consumers’ mind.
As a marketer, we should know what is
“must-to-have” and “nice-to-have”, so that
we can cut cost properly.
• Consumers are smart in their choice.
• They always seek for products/ services which are
cheaper but same quality.
• They want to get the feeling that with each and every
cent they pay, they could get more than its price.
• Especially, Vietnamese citizen have lower average
income than ones in neighbor countries, but we still are
asked to pay more for the same need.
(For example, basically, fuel and electricity are charged
higher in Vietnam. This leads to increase COGs of every
product/ service)
In Vietnam, segment “mainstream”
and “low-tier” is still worth exploring.
Vietnamese long for same/ better
quality with lower price.
WHY?
4. EXAMPLE CASE
TARGET CONSUMER:
- Female, from 15 – 25
- They have low income and
tight budget for cosmetics
- Like elegant and simple
makeup for everyday look.
And focus on lips.
• Price:
Really competitive: from 50.000 to 90.000 for a product, which can be used in
6 months So target consumer only pay 10.000/ per month for lip cosmetics.
This is really fit with target consumer budget.
• Product:
Contains good ingredients and have strong RTB (Avocado extract to hydrate
lips, Morocano Oil and Hyaluronic Acid for smoother lips…) LipIce still have the
same ingredients as other premium brand.
Full portfolio: balm, tinted balm, sheer, sleeping mask
Keep updated with lastest trend to have product innovation.
• Packaging:
Learn from famous brand in the world and improvement based on that.
Simple outer package to reduce product cost.
• Promotion:
Mood & tone: Teen, joyful, colorful, positive
Ambassador: Quynh Anh Shin, Phuong Titi, Hariwon (They well reflect the tone
of brand and have wide impact to target consumers.)
5. LIP ICE
LipIce Other brand offer the same quality
2015 –
Sleeping mask
• 87.000 VND
• With Moroca
Oil, vitamin E
and Super HA
• (Laneige) 350.000
VND
• With Berry Mix
Complex, vitamin C
2016 –
Organic balm as
an egg
• 70.000 VND
• With Olive Oil.
Vitamin E, juicy
flavor
• (Eos) 180.000 VND
• With Sheer butter.
Vitamin E, jojoba oil
2014 –
Tinted lip balm
• 60.000 VND
• With Sheer
Butter, Vitamin E
– C - A
• (Dior) 350.000 VND
• With mango butter,
loofah extract
6. SUBSTANCE
Talk about SUSTAINABILITY
• FACT:
The future is about brands having a positive impact in the lives of people.
The right message today is about “brand substance” (www.businessdailyafrica.com)
Many businesses are struggling to connect their sustainability efforts
to what their brands stand for.
http://givenlondon.com/wayfinder/
• Providing substance means building brands that create positive change: for INDIVIDUALS,
for their COMMUNITIES, for THE WORLD at large
One way is to make POSITIVE PURPOSE A CORE PART of their marketing
WHY?
Social and environmental
concerns can result in changes in
consumer behavior.
(A study from Carbon Trust- a UK
consultancy)
75% of consumers would be more
likely to buy a product or service if
the company is making an effort
to be sustainable.
(Inside Energy market research, Solar City)
“Unilever has, from its origins,
been a purpose-driven company.
Today our purpose is to make
sustainable living commonplace.
We believe that this is the best way
to ensure long-term growth”
7. EXAMPLE CASE
2007
Comfort launched “Comfort đậm đặc 1 lần xả”
leader in the market
stand-out in the fabric conditioner industry
BRAND INNOVATIONS BENEFITS
• save fragrance
• cut down washing bubble
• Keep the clothes smell good for a long time
• Save washing time & SAVE WATER
TARGET CONSUMERS: Family women
• 23 - 45
• Busy with lots of scope everyday (at home & at work)
• Always want the best care for her family
• Emotional
1999
Comfort first introduced
Fabric Conditioner to
Vietnamese consumers
With this RELEVANT function, Comfort can develop campaigns
that aim for positive change in VN society (Context: Lack of clean
water)
2013
20.3.2013
Fund announcement:
“Tiết kiệm 1 tỉ m3 nước
sạch cho Việt Nam”
Objectives:
• “Small actions, Big difference”
• Reduce ½ water consumption from using Unilever’s product before 2020
• Change consumer’s washing behavior to save more water
Facts: 1 bottle of Comfort 1 lan xa can save average 520 litre water save up to 14.400litre/year
- “One day without water”
clip making contest
- Celebrate World Water Day
22.3.2013 at Cần Thơ city
8. 2014 - 2015 “Water Ambassadors”: honor
organizations/individuals that had positive
contribution to save VN water source
“Water Summer” contest: enable millenials’s creativity to create actionable
project to spead out “save clean water” message to communities. Winning
projects will be sponsored to make it happen in real life (occasion: Mùa hè xanh)
2016 “Sẻ chia nước sạch, sẻ chia khó khăn” campaign to help
drought victims at the middle of Tay Nguyen
• Buy 1 Comfort bottle contribute 1 litre clean water
• Share Tuoi Tre fanpage contribute 2m3
RESULTS • 10/2015: 16.000 litre clean water was sent to 300 families (Thanh Hóa);
• 160 water purifiers, 510 water tanks were brought to the rural areas
• 6/2016: Comfort brought clean water to Kontum, Ninh Thuận, Bến Tre, Tiền Giang, Bạc Liêu, Kiên
Giang
• 283.832 commitments to be Water Ambassador & promises to save water on www.1tym3nuoc.vn
Consumers perceive Comfort as a brand with positive
core & positive aim for a better life. They choose to
buy Comfort not just because of the product but
because they feel involve & connect the GOOD
PURPOSE go along with the product. That’s the way
Comfort engage with the world positively – that’s
“SUBSTANCE WAY”
Comfort’s consistent journey aim for solutions to save
clean water & reduce water use. Comfort has become a
real Water Ambassador that create a big POSITIVE
CHANGE for the communities, especially 2016, VN was
suffering the worst drought in nearly a century.
Comfort is providing SUBSTANCE beyond their product
(and it is so relevant with Comfort 1 lan xa’s function)
9. SIGNIFICANCE
Significance depends on the levels of
personally relevant meaning associated
with the brand
(Kates & Goh, 2003)
Brands of significance to the consumer are
likely to have a central role in the life of
consumer
(Muniz Jr, 1997)
Talk about PERSONAL VITALITY
SIGNIFICANCE
(from CONSUMER SIDE)
SIGNIFICANCE
(from BRAND SIDE)
Consumers prioritize to buy the brands that play
the significance role in their lives. These brands are
used frequently everyday & help consumers solve
the most important problems in consumer’s lives.
Significance means offering the WORTHY SOLUTION that plays a CENTRAL ROLE in
everyday life of consumer familiarly & irreplaceably
Consumers get the emotional benefits as the after
effect of the functional benefits. They must both go
together.
10. INSIGHT
Among those long-existing drinks (soft drink, fruit juice...), I
want an extraordinary natural taste drink that cheers my
soul up so that i can live my life to the FULLEST.
Yomost PROVIDES an extraordinary natural taste drink that
cheers their soul up
STRENGTH
• the mix of fermented milk and natural fruit juice which has
an extraordinary and natural taste
• a product of Friesland Campina, modern technology of
natural milk fermented, natural fruit juice
Yomost believes that youth is the most beautiful of human life.
It’s when your life is full of new challenge, adventure.
Yomost ENCOURAGES youngsters not to hestiate and waste
the current moments, go for everything you want when you
are young.
YOMOST SOLVE ONE OF THE MOST IMPORTANT
PROBLEM OF YOUNG CONSUMER:
both functional & emotional issues. Yomost has built a
connection to youngsters’s life & fulfilled their needs
EXAMPLE CASE
TARGET CONSUMER:
Vietnamese youngster, 15 - 25 y.o, social-active, daring, bold.
FUNCTIONAL BENEFITS EMOTIONAL BENEFITS
INSIGHT
As a youngster, I treasure my young lifetime and want my
youth to the FULLEST but at some moments I hestiate to do
what I wants as I look back, I saw it was such a waste.
11. PRODUCT: PACKAGING
Make the product so attractive, meet the need of consumer and
significantly increase the chance of buying product of consumer
Consumer want to show their young spirit even in the drink I hold and
the way I drink as the paper box is too old-fashioned and boring
POP
In convenience stores, Yomost Jellyz is displayed very lively
with young and attractive message at the counter, where
young consumer most likely to decide to try the new product.
Nắm bắt tình yêu, vượt qua ngại ngùng
cùng YoLove
An mobile application that help you to
create your own digital card which can
give your love message to your loved one
in a very young and lively way.
An always-on digital
platform(www.yotime.com.vn)
which urges Vietnamese youth to
create their 'YoList', a bucket list of
things they want to experience -
fueling their drive to pursue them and
live life to the fullest.
HOW IT WORKS?
activation
Yomost is step by step become a familiar drink, just like a
joyful & interesting friend always beside youngsters.
Drinking Yomost boost youngsters mood up among daily
life pressure with its taste & its innovation (jelly)
(functional). Choosing Yomost also means choosing to live
every youth moment (emotional).
12. MEANING
Consumers look for products & brands whose
meaning correspond to the person they are
or want to become.
Grant McCracken,
a consumer anthropologist
Wearing Nike (influenced by Michael
Jordan) represents a person who is
spirited, stylish, determined & into fitness
Social scientists examined that people use
goods & possessions not only to satisfy
functional needs but to provide meaning to
their lives.
Building Strong Brands book
MEANING
(from CONSUMER SIDE)
MEANING
(from BRAND SIDE)
Meaning is like a story behind a brand.
Brand create a consistent story to tell the
consumers through their product .
That story will touch consumer’s “meaning
point” & drive them to buy the product.
MEANING is about ASPIRATION – telling inspiring
stories to enable consumers to create their truly
aspirational selves & become who they aspire to be
rather than their curent image.
13. EXAMPLE CASE
2013 - 2016
• ROMANO STORY: a singe-minded story about a Western modern elegant
men that has a high social class. He is very confident & mature. He owns
every games in life. He is the only one taking control of his work & his life
He is the best of both worlds: CARRER LIFE PARTY LIFE with DATING LIFE
• Western men with suit?
The brand name Romano comes from Rome city (Italy).
“Research shows that Italian men is highly rated about elegant,
mature & strong look. We choose to build an Italian men style for
Romano image.” (Romano VN Manager)
• Packaging:
rectangle form
grey & dark green
Show a strong but
still elegant look
Inspire young men to become a “king” men – a successful men that have the power to take
control of his own life including a lot of scopes such as businesses, parties & girls but still
keep his elegance & gallant
14. 2015 Romano launched the new Romano VIP for premium segmentation
“Dinner in the sky” with KOLs Kim Ly & Mai Phuong Thuy
Romano is step by step leverage its story. From an ordinary business man, Romano took it to another level:
high class men. The game Romano create is bigger. Romano continued to make VN men aspire to be a
Romano men - a men that will accept all the challenge & take control of it.
2016
Romano lauched “Lam chu cuoc choi” campaign. The clip on
Youtube has reached over 2.5mil views. Romano create a
chanel so that VN men can challenge each other to prove
their control of the game.
Romano with the spirit of “Owning the game” has
given men a strong story, a portrait of a powerful
but elegant men who can control both worlds.
Romano is using the symbol “Play button”
(means kicking off the game) to make the story
complete.
Consumers percieved Romano at first maybe a little
girly. But along the way, men can be convinced by the
“Hit the play button” stories to control their lives.
Men using Romano will become a mature &
successful men – it’s almost the dream portrait of
every men
15. Brand Knorr - Tròn vị
Targeted customer
Demographics: Female
Age between 25 to 50
Geographic: Sub-urban, rural
Household Income: ABC +
Discover Insight - Product Creation
EXPLORE INSIGHT
Every woman saw their roles in looking little meal to cherish and preserve the family happiness.
Tasting traditional way before, consumers often with the help of pepper, garlic, onion ... to create attractive
scents for food. Additionally, it takes a long time to be able to cook the soup or stew is the sweet taste of meat
and bone.
With the introduction of Knorr seasoning meat, consumers have new choices in creating attractive aroma and
sweetness to the dish tasty.
The difference of Knorr seasoning
Firstly, due to be distilled from the broth and meat Knorr seasoning
so pure taste, natural sweet.
Second, the company chose instead granular seasoning the
traditional powder to fit in line with routine use and preservation of
Vietnam.
Woman always wanted to be
resourceful homemaker, always
wanted their family to enjoy the
meal, especially flavor. But
traditional dishes often take too
much time to prepare the best
delicacies. Thus, the seasoning of
meat is a logical choice due to the
quick, convenient, and its
performance.
CONSUMERTRUTH
Usefulness is all about the FUNCTIONAL BENEFITS. The brands of usefulness offer a SUPERIOR
SOLUTION that completely solve a consumer’s tough situation: complex into simple - one-step;
inconvenient into convenient.
USEFULNESS - SUPERIOR QUALITY means bringing a functional and tangible breakthrough to
solve an inconvenience
USEFULNESS
Understanding the difficulties of women
Vietnam, Knorr decided to launch a
product seasoning homemaker help to
save a lot of time to cook but still ensure
good meal for the family.
16. PRODUCT
+ Attributes: seasoning with additional sweetness, flavor of the meat and bone broth concentrates tubes, combined with traditional spices.
+ Quality: Quality products certified by the Department of Hygiene and food safety phẩm- Health Ministry.
+ Packaging: Designing beautiful packages create the attraction and attention of customers. As for the new product, the initial factor to attract the attention of
customers is not the quality but the packaging, labeling of products. Design aimed at convenience and express objective insight.
Packaging color: dark yellow, bright.
Packaging is designed for convenient use and storage, to save time for housewives as: no room guide cover and tear at their fingertips can be easily torn bags;
after using just flanging is possible to preserve the wedge from being hygroscopic powders, lumps ...
Packing a variety of sizes to better suit each individual prices and customers: Products "Seeds Knorr seasoning meat" is packaged in packaging types different
weights: small, affordable package 100g, 280g, 500g to 1kg packages such large savings, 1.5kg.
To make a difference to the packaging other seasoning products, printed on the packaging of select food tips and recipes for everyday dishes with Knorr
seasoning by Cam Van Nguyen Dzoan advice. With this unique packaging homemaker will have an opportunity both tasting just learned the secret or to care for
family.
Brand Values
Knorr’s mission is to provide ‘good food’ for everybody, everyday. It has a deep and powerfulreputation based on its taste and flavour expertise, its
recipe skills, and its ability to come up with simple, smart, ‘good food’ ideas as a result of its ‘Chefmanship’ heritage. Knorr doesn’t make any
concessions over three core beliefs: ‘To increase the value of the categories with value-added, innovative products and ideas’, ‘To keep the promises
it gives’, To differentiate itself from competitors and equivalents’. Another aspect of Knorr that stands out are the colours green and yellow, which
symbolize naturalness, freshness and simplicity. Knorr has a unique credibility to move effortlessly between different products, cuisine and cultures,
leading to consumer perceptions of the brand as highly innovative and modern.
EXAMPLE CASE
17. COMMUNICATIONTOOL
ADVERTISEMENT
ADVERTISING on the mass media:
+ TV, radio: Knorr introduced very impressive on TV, radio with density. Advertise
impressive, consistent with the Vietnamese culture, directed at women image so
be resourceful homemaker heart.
+ Newspapers, magazines, ads in magazines such women: The gioi phu nu, Tiep
Thi Gia Dinh …
PRINTED MATERIALS, ELECTRONIC INFORMATION
+ In the manual teaches how to cook with meat seasoning by Cam Van Nguyen
Dzoan direct and free of charge.
+ Play menu leaflets daily dish of the week in January has many gifts to help
housewives prepare family meals better.
+ Advertising on the site, forum for housewives.
Exhibiting at the POINT OF SALE: Rent of additional shelves, docks and places in
the area of fresh food available in supermarkets processing for display and
product introduction. Give display shelves, billboard products for the store to
attract the attention of customers. Example: Campaign yellowing facade Hoa
Hung Market (District 10., HCMC)
Radio and television at the point of sale: Tung marketing teams working on how
to cook and invited nearly 100 trial Knorr markets and supermarkets.
OUTDOOR ADVERTISING
Advertising on the signs, tables at the bus stop,
hanging banners and posters on the streets.
COMMUNICATION
Media message: "Meat products from Knorr seasoning will give your
dishes of meat and meat flavor, bold and very pure, save time in
cooking and make good food thanks extracts from bones and meat
stew. Brings delicious meals for family and feeling happy family care
resourceful woman.
PROMOTION
Free distribution package millions nationwide trial.
Combined with supermarkets: Gift wrapping trial with other
products.
Do cooking demos in the market, supermarket.
Give a cup, bowl or spoon glass enclosed stainless steel products.
PUBLIC RELATION
Sponsoring the cooking category in magazines for women.
Publish full information about new brands on the website of the company
(unilever.com.vn/ourbrands/foods/knorr.asp) to consumers easily accessible and more aware
of the new product.
Creating a good relationship with the media, arrange a meeting of journalists, provide, update
regularly the necessary information to the press.
EVENT
+ Organization delicious cooking contest in the provinces in the country with the theme "Knorr
Vietnam culinary honor.”
+ Contest "Write a new recipe with Knorr seasoning”.
+ Hold eat her guides Nguyen Doan Cam Van.
+ Contest "Knorr Tet spend together.”
+ Organization program "delicious family breakfast" at the Coop supermarket. Mart. Customers
are offered the daily cooking menus, recipes instructions and participating in the Promotion.
Donated products for child welfare centers, orphanages, nursing homes ...
OTHER SUPPORTING TOOLS
Print brochures distributed to customers.
Set up a hotline to answer timely questions about the client's product. (Through the hotline
telephone number 0838236651).
HOW IT WORKS
18. The art of category development is to UPGRADE its role
into the CENTRAL of consumer’s life. It then helps them
achieve their desired & aspirational selves.
CATEGORY
TRANSFORMATION SELF – EXPRESSION ANGLE
WHY A BRANDING STRATEGIST MUST TRANSFORM CATEGORY?
Get more attention from consumers &
Make the category become more
important
Recruit new users
Educate consumers to use more, buy
more and pay more
If the Brand is pioneering in
transforming the categories
successfully, it not only develops the
whole category but also is perceived as
an iconic Brand in this category.
MALE GROOMING CATEGORY – HAIR CARE
X-Men is the 1st mover to educate men must
use personal care products for men.
Category Penetration: 40% (2016), and the fast growing and
promising trend in PC
Value: 15% more expensive than women’s shampoo
Positing: No.1 Men Hair Care Choice with the highest TOM
score comparing to other players
PART 2 – SLIDE EXPLANATION
19. IN THE PAST:
Many people could have
these products
There were minor
differences within these
categories
People pay less attention
to these categories
BUT NOW:
The categories become
more complicated with
more price & quality
tiers/ segmentations
Owning a product in one
of these categories not
only serve its functional
benefits but also help
consumers to speak out
who they are
Hòa Phát Chair for
Boss: Message
“Xài hàng Hòa Phát
cho lộc phát tài
Làm ăn dài dài, không
Hòa chỉ Phát.”
TV Samsung SUHD:
Message
“For a rich and
successful men
who dare to think
and live rich.”
Samsung Galaxy
Note 5: Message
“The success
footprint: Write
on the next
success”
SELF EXPRESSION MEANING HELPS CATEGORY GROW
BE PURELY PRODUCT,
EVERYONE CAN OWN
NO DIFFERENCE, NO SPECIALITY
PERSONALIZED
CREATE A CHARACTER AND A DREAM PORTRAIT
SELL BY ASPIRATION, NOT BY PRODUCT
20. REPRESENT
SUCCESS
RICHNESS
STYLISH
GRADUALLY REPLACED BY
Reason 1:
SIGNIFICANCE:
Technology helps life become
more convenient, which
gradually replaces these
categories (not important,
central, most used often as in
the past)
Reason 2: SYMBOL:
The users who can own these
categories are niche, special
and symbolic. But now
everyone can afford and use
them.
TECHNOLOGY KILLS OLD CATEGORY
21. KEY TAKE AWAY 1
TRANSFORMING CATEGORY IS A MUST DONE JOB FOR BRANDING STRATEGIST TO
MAKE BOTH CATEGORY AND BRAND SURVIVE BUT ALSO THRIVE IN THE
COMPLICATED, COMPETITIVE AND ATTENTION - HUNGER WORLD.
KEY TAKE AWAY 2
THE STRATEGIST MUST ALWAYS LEVERAGE THE TREND TO TRANFORM ITS
CATEGORY AND BRAND, TO GROW OR DIE.
SOME TRENDS TO BE HIGHLY NOTICED: TECHNOLOGY, DIGITAL,
SUSTAINABILITY, NATURAL/ ORGANIC PRODUCT…
BENEFITS MEANING
PENETRATION
FREQUENCY
VALUE
BRAND
STRATEGIST’S
J2BD
