Assignment 5.1 Eliter 3

2. Summarize
THE
DESK

3. - Answer: “What do you want to achieve in the future?”
- It provides an important focus for the marketing team.
Be SMART
- SPECIFIC: Details exactly what needs to be done
- MEASURABLE: Can be measured
- ACHIEVABLE: Accepted by those responsible for achieving it
- RELEVANT: Relevant with main purpose
- TIMETABLE: Time period is clear
CONTEXT
Valentine is an occasion for couples to express their love, so it’s appropriate
period (opportunity) for Cornetto Cream to push sale and build brand love
WHY IT’S SMART?
Find an insight for
advertising
campaign to
increase sale by 5%
in Valentine 2016,
from 22/01 –
14/02/2016 in HCM
- Also build brand
love with young
people
TIMETABLE: 22/01 – 14/02
RELEVANT: Find insight to develop
advertising campaign as well as
build brand love is one of the
ways to increase sales
ACHIEVABLE: Before
setting Objective,
Cornetto have assessed its
capabilities and marketing
environment to ensure it
can achieve
SPECIFIC: Increase Sale
instead of S.T general
like be more profitable
MEASURABLE: The
figure is 10% that can
be measured
- Bases on objective, finds facts/data related to it through various methods
- Answer WHAT question
How to collect information
- Engagement: Passive => Active
REVIEW => LISTEN => CONSULT => EXPERIENCE => CONNECT
TARGET CONSUMERS
- Young people, aged 18 – 25
- Income: BC
- Live in HCMC
- Relationship situation: FA or falling in love but till do not express their love
-------------------------------------------------------------------------------------------
FINDINGS
REVIEW BY DESK RESEARCH
- Valentine is an occasion for couples to express their love
CONNECT WITH YOUNG PEOPLE
- FA young people always want to find someone to go together in Valentine
day
- Many young people fell in love but they till do not express their love
- Red Rose is the iconic that presents for LOVE
-
STEP 1
OBJECTIVE
STEP 2
INFORMATION
WHAT IT IS
HOW TO DO
EXAMPLE: “CORNETTO ROSE” CAMPAIGN
WHAT IT IS
HOW TO DO
How to use these information
Build an EVIDENT WALL by post sticker

4. - Insight Platforms is the point
where a „brand promise meets a consumer truth‟ by putting them
back in context of appropriate brand, product, category
- Deep understanding consumer by answering WHY questions
Criteria to evaluate an Insight
+ True + Clear = Basic
+ True + Clear + Exciting = Good
+ True + Clear + Exciting + Fresh = Great
An creative idea developed from consumer insight to driven all activities of campaigi
Step 1: Generate idea
Put objective at the center => Put insight => Generate idea per tactical output
Step 2: Grouping to big idea
Group idea together = Activation Platform => Named
STEP 3
INSIGHT PLATFORM
STEP 4
ACTIVATION
PLATFORMWHAT IT IS
HOW TO DO
EXAMPLE: “CORNETTO ROSE” CAMPAIGN
Start by Context , I need or I want. …desired end-state
How to write an insight
WHAT IT IS
HOW TO DO
CATEGORY TRUTH
Ice Cream is sweet like the taste
of love, so Cream can be a gift
for lover
BRAND TRUTH: CORNETTO - THE EXPRESSION OF LOVE.
Eating a Cornetto is a “journey” of taste sensations – cream, ice-cream, crispy cone, nuts…
Every bite is different – just like a Love Journey. Cornetto has always been the ice-cream icon
that says “I have a crush on you”
CONSUMER TRUTH
I fell in love but I am still shy , do not
have the courage enough to express
my feelings with him/her
Valentine is the
greatest period for couples,
so I need a easier way to
overcome my SHY and have
COURAGE ENOUGH to
express my love with him
PRODUCT RANGE/PACK PRESENTATION MERCHANDISING, POP MAT.
- Standee/Booths at convenience stores
PRICE
- Keep old price
P
PROMOTION
- A campagin like a journey to help them
express their love
- Event: “Love day – Lovapalooza”
- Set a RED ROSE on each Cream
-Write LOVE CONFESSION on each Red Rose
such as:
“Nếu đẹp là sai thì bạn không cần đúng!!!”
OBJECTIVE
Increase Sale, build brand love
INSIGHT
They are SHY and do not have encourage
enough to express their love
Big Idea: CORNETTO ROSE
Message: “Yêu cứ LIỀU bày tỏ”

5. TỎ TÌNH TẶNG QUÀ HÒ HẸN
Objective Raise awareness Push sale Spread message
Message Get immediately 1
Cornetto Rose to
express with him!
Enter Code on
Cornetto Rose to
have the chance
receive a exciting gift
send to him!
Let him enjoy the
memorable meeting
in this Valentine!
Key hook Cornetto Rose in
Convienient stores
Website:
http://www.cornetto
valentine2016.com/
Lovapalooza Event –
“Love Day”
Supporting tactics PR, Trade PR, Fanpage PR, Activation
- A Step-By-Step Process.
- After developing your messages and generating ideas
for marketing plan, it's time to craft an action plan nto
reality and meet objective
STEP 5
ACTION PLAN
WHAT IT IS
HOW TO DO
-Detailed plan to deliver big idea I
EXAMPLE: “CORNETTO ROSE” CAMPAIGN

6. CONTEXT
Tet is a perfect occasion to gain sales & share in the CHD category.
SMART OBJECTIVE
We need insights to
develop advertising
campaign for
Mirinda at Tet to
increase sales by
10% by end of Q1
2016.
TIMETABLE: end of Q1 2016
RELEVANT: To increase sales at
Tet, the most important thing to
do is to find an good insight for
advertising at this occasion.
ACHIEVABLE: With current
Brand‟s equity and the
potential of Tet in
increasing sales of CHD
category, the target of
increasing sales by 10% by
end of Q1 2016 is
achievable
SPECIFIC: Insight to
develop advertising
campaign.
MEASURABLE: Increase
sales by 10%.
TARGET CONSUMERS
- Teenagers, aged 13-19
- Income: BC
- Live in urban areas
-------------------------------------------------------------------------------------------
FINDINGS
LISTENING TO SPOT TREND
- Teenagers often use emoticons in chat apps.
- Teenagers usually send wishes to their friend at Tet and they often do this through chat app.
OBSERVATION
- Giving red packets at Tet is Vietnam‟s traditional beauty but sadly, many people nowadays
(especially the youth) have forgotten its original meaning (giving wishes of joy), they just care
about the value of those packets.
EXAMPLE: “MIRINDA – LÌ XÌ TIẾNG CƯỜI” CAMPAIGN
STEP 1
OBJECTIVE
STEP 2
INFORMATION
STEP 3
INSIGHT PLATFORM
INSIGHT 1
As a teenager, I usually use
stickers when chatting with
friends because those
emoticons are fun and
trendy, which help me to
be „cool‟ in front of my
friends.
INSIGHT 2
At Tet, I usually send wishes
to my friends through chat
apps because as a
teenager, I think it‟s the
most convenient way to do
so. However, I find it not
cool and not so meaningful
to send those wishes in the
form of text.
INSIGHT 3
: As a teenager, I often feel
happy when spring comes
because I will receive a lot
of lucky money, which
enables me to buy things
that I like. However, I don‟t
know that those red
packets also have the
meaning of “wishes of joy”.
INSIGHT PLATFORM – WISHES STICKERS
As a teenager, I usually send best
wishes to my friends through chat
apps at Tet (Clear). However, I find it
quite boring and not so meaningful
(True). I think it would be better to
send those wishes in the form of
meaningful stickers (Exciting & Fresh).

7. STEP 4
ACTIVATION
PLATFORM
STEP 5
ACTION PLAN
ZALO LAUGHING STICKERS PACKAGING
- Packaging displayed the
campaign message.
“THỬ THÁCH MÙA XUÂN” TRIGGER
CLIP
- Introduce cool and meaningful
way to send wishes to friends at Tet
to teenagers. The clip is in the fun
and cool mood.
P
TRADE MARKETING
- Give retailers some real laughing
envelopes.
- A set of Mirinda “Lucky Laughter
Envelope” launch on ZALO chat
app
OBJECTIVE
Find insight to develop advertising campaign at Tet
to Increase Sales by 10% by Q1 2016
INSIGHT
Texting wishes to my friends at Tet is quite boring and
not so meaningful . I think it would be better to send
those wishes in the form of meaningful stickers
Big Idea: Lì xì tiếng cười
Message: “Tết Mirinda – Tết cười thả ga”
TRIGGER ENGAGE
Objective Raise awareness
and invite
teenagers to use “lì
xì tiếng cười”
stickers on Zalo to
send wishes to their
friends at Tet
Provide
teenagers a cool
and meaningful
way to send
wishes to their
friends at Tet.
Message Lì xì tiếng cười – Tết
cười thả ga
Tết Mirinda – Tết
cười thả ga
Key hook Trigger clip: “Thử
thách mùa xuân”
“Lì xì tiếng cười”
stickers on Zalo
Supporting
tactics
PR, Social seeding,
Online Ads, KOLs
PR, Social
seeding, Online
Ads, KOLs

8. Nescafe – Café Viet, café for man
Context: In 2008, Vietnam instant coffee category was stagnant. 60% coffee market
share belonged to traditional coffee because people strongly believed that only
traditional coffee was strong, instance was not.
INSIGHT GENERATION PROCESS
1. Nescafe’s Business Objective
We need insights to identify how to increase market share by switching people
from traditional to instant coffee by 10% within 4 year.
Specific: to increase market share of Nescafe’s instant coffee by 10%
Measurable: 10%
Attainable: hook 10% customer to instant coffee from traditional coffee which
occupied 60%
Relevant: yes. Within coffee category
Time-bound: 4 year
60% market share
belongs to
traditional coffee,
just 40% is for
instance.
Big portion of coffee drinker in Vietnam are men
People prefer to drink coffee with ice. With ice, instant
coffee will delute
Review – Desk research
Listening spot trend
Experience – FGDs
Dig deeply
60% people loves traditional coffee. WHY are people loyal to phin coffee?
-> traditional coffee has typically strong taste, even used with ice. WHY they love that
strong taste?
- Functional: to sober up their mind quickly
- Emotional: men like strength and always want to express their strength. The
stronger the coffee’s taste is, the more masculinity the men have.
busy work need “quickly
sober up” and quickly
prepare drinking while
traditional coffee takes
around 25 mins to brew
they perceive
instant coffee to
have bland taste
and not strong
enough.
Men want
express their
masculinity
Men love
drinking typically
sour coffee to
show they are
real men.
2. Getting info
Insight-driven innovation
Create strong taste as traditional coffee in instant format
3. Insight platform:
Good Insight “Though instant coffee is very convenient but I don’t use it
since it can’t be drank with ice because of its bland taste. Besides, as a
man – I always drink coffee with strong taste, which can show my
masculine. “
Insight writing
(1) I usually drink coffee with ice because coffee and ice are two things that can sober
up my mind.
(2) I want to express my masculinity through coffee I drink.
(3) Time-wasting coffee preparation waste my opportunity.
Target consumer
Men
25-40

9. 4. Activation platform:
Product range/pack
a. Gói hình thuôn dài
b. Mua 2 tặng 1
c. Color is black to show masculinity
Presentation
Merchandising, POP mat.
e. Standee/Booths at super market to ask “are
you men enough”
f. Sampling to taste
Price
d. 3k/small pack
Promotion
g. TVC strength of men after drinking
h. TVC small men become big men after
drinking
i. TVC compare time of brewing traditional
coffee vs. using instance, then both of them
bring the same result
j. PR new format of traditional taste
k. Event of gathering real men
l. Event of time challenge
Objective+ Insight
Challenge the
masculinity to taste
the strength of new
instance coffee
Short time to
become more
masculine
Small secret
pack helps you
become a big
men
Cluster
BIG IDEA “ARE YOU MAN ENOUGH FOR COFFEE THIS
STRONG? - BẠN ĐÃ ĐỦ MẠNH ĐỂ THỬ CHƯA?”
5. Action plan:
Thách thức Cung cấp
Objective Deliver challenge Declare new
format for
traditional cafe
Message Are you man
enough to try?
Instance café still
has strong taste
Key hook Challenging
activities with Bus
and PG
Game “Cơn lốc cà
phê” – finding 3
strongest men
TVC
Website
www.caphemanh
chophaimanh.co
m
Photo Album on
Fanpage NESCAFÉ
CAFÉ VIỆT
Supporting tactics PR, Trade PR, Facebook

10. Clear – Tự tin đội mũ bảo hiểm đạt chuẩn
Context
Vietnam has many accidents with heavy injury related to not wearing qualified helmet.
INSIGHT GENERATION PROCESS
1. Nescafe’s Business Objective
We need insights to raise awareness of 3 million Vietnamese about wearing
qualified helmet, don’t care about dandruff within 2 months
Specific: to increase awareness of 3 million Vnese wearing qualified helmet
Measurable: 3 million
Attainable: hook from people wearing helmet with low quality
Relevant: yes. scalp & helmet
Time-bound: 2 months
Insight-driven innovation
People ask for treatment to prevent dandruff, so that they feel safe to wear high quality helmet.
=> New formulation: Clear with Nutrium 10 to protect scalp from dandruff
3. Insight platform:
70% on over 30,000 roadway
accidents every year. 50% injury
are related to head
Review – Desk research
Listening spot trend
Experience – FGDs
Dig deeply
Observation: people wear low quality helmet. Why?
-> People are afraid of wearing high quality helmet because it is heavy and not airy ->
feel itchy for scalp. Why it is important?
-> if the scalp is easy to get itchy, it is easy to get dandruff, which make them get
annoyed
high quality helmet are very
heavy and cover closely the
head -> not airy -> easy to
get dandruff. Meanwhile,
low quality helmet is light
and airy, so I use it for
convenience
It easier for 33%
people usually
wearing helmet
to get dandruff
2. Getting info
Expert consult
Wearing qualified
helmet to secure
my head when
driving
Insight writing
With my daily habit like wearing helmet,
it is easy for dandruff to come back.
9/10 women
believe dandruff
will come back
1. I cannot get out of dandruff when wearing helmet every day. I need
a product that can protect my scalp from unairy helmet
2. I cannt get out of dandruff while I still have to wear helmet everyday.
Target consumer
Women
22-40
Drive motor everyday

11. Product range/pack Presentation
Merchandising, POP mat.
Thanh Hằng – đại sứ chiến dịch
Standee/cổng chào hình Minh Hằng tại các siêu thị
Price Promotion
• Thi làm clip đập bỏ mũ kém chất lượng
• Game smartphone: đập mũ kém chất lượng
• Game rạp phim “đập mũ kém chuẩn – nhận vé xem phim”
• TVC tự tin đội mũ đạt chuẩn không ngại gàu
• Platform: fanpage Clear + website
• PR báo mạng
• Tặng 6000 mũ đạt chuẩn
• Thu thập chữ ký ủng hộ
• Co-ordinate with UBATGTQG to encourage wearing high quality
helmet
4. Activation platform:
Objective+ Insight
1. Fight to prevent
dandruff coming back
2. Clean your helmet,
protect your scalp
Cluster
BIG IDEA
“TỰ TIN ĐỘI MŨ ĐẠT CHUẨN KHÔNG NGẠI GÀU
5. Action plan:
Buzz -Engage Call-to-action
Objective Raise awearness of
using helmet with
low quality
Declare new
formulation to
protect scalp
Message It is dangerous to
wear unqualified
helmet
Clear will protect
your scalp from
dandruff‟s coming
back
Key hook Clip contest
Activation "Đập mũ
kém chuẩn – Rinh vé
xem phim”
TVC
Đổi mũ kém chất
lượng lấy mũ đạt
chuẩn
Supporting tactics PR, Trade PR, Fanpage
sponsor