Team 2: Phan Cuong - Le Vy - Tuong Vi - Thom Nguyen

1. TET ASSGINMENT
02 - 02 - 2017
Phan Cuong Le Vy Tuong Vi Thom Nguyen
BABY MARKETEES

2. CONTENTS
Question 1 : Grab’s TVC
Question 2 : Vinasoy’s TVC
Question 3 : Castrol’s TVC
Question 4 : Coca-cola’s Packaging
Question 5 : Donald Trump
Question 6 : URC’s scandal (C2)
Question 7 : Son Tung M-TP
03-06
07-11
12-14
15-17
18-21
22
23-24

3. Question 1: Grab’s TVC - “Tien Ve Phia Truoc”
Grab: a mobile phone app which connects drivers to
customers. It is also a cheap convenient transportation
to customers. Main company is in Malaysia in 2012
and entered Vietnam market in 2014.
Target Customer (of TVC): Customers who need to
transport
Insight (of TVC): Together fix the unconveniences in
traffic
OVERVIEW
Why is it BAD ?
It is BAD
03

4. Question 1: Grab’s TVC - “Tien Ve Phia Truoc”
Not impress viewers :
- Not effect to mental feelings
- Not make viewer vexatious
- No constrast (“Cùng nhau ta chọn một con
đường tốt đẹp hơn” but there is no backwards and
afterwards, what is the better future like? )
Not smooth coherence:
- Arrange details unclearly (not follow up lifetime)
- Copywrite is not chosen
Not use details reasonable and correct:
- Arrange walking steps disorderly
- Use too many walking steps images so as
to make viewer misunderstand that TVC
does advertise products for foot (shoes)
- Voice-over is too mysterious
New brand in Vietnam but this TVC do not directly
clear out the main fucntion
REASON Repeat scene but do not mean anything
04

5. Question 1: Grab’s TVC - “Tien Ve Phia Truoc”
CHANGE
TRÂN TRỌNG GIỚI THIỆU
Add logo at the beginning
Link content to brand position: “Safe - Con-
venient - Cheap”
Change tone voice-over to be more positive
and active
Use brand color (Green) as the brand link
(e.g scene 1: wear green shoes, scene 3:
green carpet ...)
Add a “call action” part: Hãy cùng Grab
vững bước vào tương lai xán lạn hơn
Rearrange the details in order age time:
from young to old, keep it simple and not
repeated
Time porpotion: 40% use walking steps
moving, 40% use transportation, 20%
outtro40% 40% 20%
Walking steps Transportations Outtro
05

6. Question 1: Grab’s TVC - “Tien Ve Phia Truoc”
CHANGE
Remove these sentences
“Và dù ta có vấp ngã, có chần chừ. Ta cũng sẽ chẳng bao giờ nhụt chí, và sẽ luôn tìm ra một lối đi”
06
END OF QUESTION 1
"Thẳng tiến về nơi ta chưa biết" change to "Khám phá những nơi ta chưa biết"

7. Question 2: Vinasoy’s TVC - “Nguoi gieo an lanh”
It is GOOD OVERVIEW
Vinasoy: At the first time Vinasoy entered to festive communi-
cation market in Tet 2016, they had a standout TVC which won
Best Tet Ad 2016.
So as not to blur the brand equity, Vinasoy keep their
previous years’ Tet platform to develop more meaningful and
convincing ads.
Content: The clay doll – a place to keep the safe & sound seed –
is handed over from the elderly to the kids, to adults, and then
back to the elderly; from students to workers; from the healthy
to the handicapped; from lucky people to unfortunate kids in
need of more care from society.
As the seed is handed over, the safe & sound Tet is also spread
widely to every people. This expresses Vinasoy’s desire: A desire
that each person plants the safe & sound seed, since “One seed
can also make the whole garden green”.
07

8. Question 2: Vinasoy’s TVC - “Nguoi gieo an lanh”
BRAND VALUE
Dedication
Work tirelessly to produce nutritious
food and drink products from carefully
selected natural soy ingredients.
Forge links with partners to raise standards
and bring meaning and prosperity to our
mutual enterprise; and a better life.
Cooperation
Act responsibly and ethically in all
operations and business transactions.
Transparency &
business ethics
Become leader in research and integrate
the latest scientific breakthroughs to
ensure we have the strongest and most
reputable brands.
Express pride in our Vietnamese brand
and ensure that brand reflects the values
of reciprocity and respect for origins —
“drink the water, remember the source”
— espoused by the Vietnamese people.
Vietnamese spiritInnovation
08

9. Question 2: Vinasoy’s TVC - “Nguoi gieo an lanh”
INSIGHT
09
EXECUTION
To beginning a new year, people always hope for a
flourish year but then they also look back and felt
apprehensive about disaster happen in the old
year. And the final things they really want for new
year is just “ Safe and sound”.
Short film. Expresses Vinasoy’s desire: A desire
that each person plants the safe & sound seed,
since “One seed can also make the whole garden
green”.
Why is it GOOD ?

10. Question 2: Vinasoy’s TVC - “Nguoi gieo an lanh”
10
Impress the viewers, drag their emotion to follow the flow of it
Surprised factor : The old man was blind ( emotional sence)
Focus on children and the older, who have high demand in milk,
especially soy milk.
The clay Matryoska doll is handed over from the elderly and
then back to the elderly -> Meaningful and Logical
Keep the brand value in TVC: Cooperation & Vietnamese spirit
Make viewers easy to understand the meaning value of the seed
as well as the main content
It composed many different lives that are relevant to many
people. It is better than last year since “Mam loc an lanh” only
focused around the fisherman life.
REASON

11. Question 2: Vinasoy’s TVC - “Nguoi gieo an lanh”
11
END OF QUESTION 2
CHANGE
The scene that the boy having the clay doll from the little girl seem to be forced
(The girl loves the clay doll so much, why she could give the clay doll that easy).
Add a scene that show the little girl
gave the boy her clay doll.
“ÂN BỜ LÍ VƠ BỒ”
- The Boy

12. Question 3: Castrol’s TVC - “Nghi thuc may man dau nam cung Truong Giang”
12
It is GOOD OVERVIEW
Castrol: motor oil with high quality and average
price for common people
Insight (of TVC): People hope everything to sail
with a fair wind with solemnity in Tet holiday, at the
beginning in order to have a good new year (E.g: not
eating banana to avoid falling, worship to accestors
with Five fruits...)
Target customer :
- Garage owners and motor oil concessionaires
- Middle age people => Like to see humor programs
- Avarage income
- People who use high quality and original products
Why is it GOOD ?

13. Question 3: Castrol’s TVC - “Nghi thuc may man dau nam cung Truong Giang”
13
REASON
Good execution: turns the normal process of motor oil
change into the important one
Right insight: decribe and explain details into deep
emotional meanings that relate to Tet’s atmosphere
TVC is published at the right time: Close to the end of
the year when people need to replace the old things
(18th
December 2016)
Good content: Copywrite is fluent. Words are chosen
to be the shortest but also meaningful
KOL: Truong Giang *Goes with target customer*
- A famous humorous actor having high influece in
customers, especially he has few scandals
- Middle aged man (Tran Thành is too young and Hoài
Linh is old)
- He has a serious but humorous voice tone.
Call action part: “Cầm chắc tay lèo lái để mọi sự
xuôi chèo mát mái”
Touching message brings positive views to brand

14. Question 3: Castrol’s TVC - “Nghi thuc may man dau nam cung Truong Giang”
14
CHANGE
Increasing "hot" in the scene that
Truong Giang is driving motorbike:
a) By leaving yellow marks following
the motorbike
b) By making apricot blossom bloom
after Truong Giang goes away.
Using filming technique "one cut"
instantly after departing the motor
Show how "hot" the motorbike is
Touching the motorbike, that there
is visual effect yellow (golden)
Show how new it is
END OF QUESTION 3

15. Question 4: Coca-Cola Tet 2017 Packaging
15
GOOD packaging for Tet INSIGHT
Vietnamese tend to buy decoration items in red
& yellow color for Tet’s atmosphere
Wealth is usually wished in New Year greetings
WHY ?
Design ComparisonContentBranding

16. REASON
Question 4: Coca-Cola Tet 2017 Packaging
16
DESIGN
The design strategy was bought to life by the ‘swallow' - a
unique symbol of Tet & bringer of a hope, whose arrival signals
spring time & marks the prosperous beginning.
Specially, Ki Saigon has designed the ‘swallow’ as the main
part of the packaging. (Compare to 2015, 2016 Tet packaging,
the swallows are the pattern for the main word).
2015 2016
This packaging is designed base on the
traditional and modern fashion. As there
are many Vietnamese symbols such as
peach and apricot flowers, 5 fruit plate,
firework,… and combine with Memphis
style design (state-of-the-art).
Memphis style

17. Follow up the brand color
Bring the happiness to customer as the mission of
Coca-Cola brand
Use the “swallow” as the symbol for Coca-cola
Tet’s Packaging
BRANDING
Đủ đầy phú quý, Đón một bắt đầu, Giữ vẹn
niềm tin: These are wishes for people when they
gather and spend time to greet New Year together.
Right insight of consumer
CONTENT
Question 4: Coca-Cola Tet 2017 Packaging
17
COMPARING
Coca-cola 2014, 2015 Tet Packaging: Better
While last years using swallows as the pattern to
make the word “An, Tài, Lộc”, this year packaging
mainly focuses on the “Swallow” that would be more
meaningful and luxury
Pepsi (main competitor in Vietnam Market): Better
Using chicken icon in Emoji campaign ( for rooster
year) but it is not contrast and do not stand out in Tet
Holiday. Moreover, the items are not attractive.
Able to drive Coca sales in Tet : YES
Main concept is about Tet
Three different contents: Đủ đầy phú quý, Đón một
bắt đầu, Giữ vẹn niềm tin Make a collection to in-
crease sale. It’s not only a drink; also it can be gifted to
the relatives in Tet.
END OF QUESTION 4

18. Question 5: Donald Trump in Marketing perspective
18
We will follow the outline
What - How - Effect - Learn
On June 16, 2015, Mr. Trump announced his candidacy
for President of the United States. Now he has been
45th
President of the America.
What he did - How he did - What the effect is - What we learn
in 2016 US Presidents' Election
- Didn't follow the political process but show out the
America nature clearly: individual, pragmatic and
decisive.
+ Individual: used extraordinary method in running
for President (on What above)
+ Pragmatic: focused on the needs of Americans
with the opinion that they libe for America not for
the wolrd
+ Decisive: did what he said and meber changed his
mind in spire of the social disagreement.
DONALD TRUMP

19. Question 5: Donald Trump in Marketing perspective
19
WHAT
1.He attacked Clinton (main competitor) by telling America
that she could not meet the need that citizens really want
HOW
Donald Trump said "I will do more for American and
Latino than she’s ever done in 10 lives. All she done
is talk with American and the Latino and when she
get their votes, they'll come back and see what in 4
years".
His campaign was able to rally successfully less by
outlining the specifics of both domestic and foreign
policies, but more by appealing to people’s emotions
and personal preferences.
Make up a large number of America population with
low knowledge, income and social standing easily
being influenced with profits given by Trump.
=> Good marketer can bold maintain old customers
and attract the new ones
2.Focus on economy and policy (blue-collar and middle
class white voters who felt that their rights have been ne-
glected as a result of globalization and free trade, they need
job and safer place to live) to “Make America Greate Again”
3. Target on right insight of American of this time: Trump
focused strongly on the fear of Americans ( unemployed
and unsafe)

20. Question 5: Donald Trump in Marketing perspective
20
WHAT
4. Using the media to speard his brand, not buying it
HOW
His speech always has shocking things. (eg : " I could
stand in the middle of the 5th Avenue and shoot
somebody, and I wouldn't lose voters", "If Hillary can't
satisfy her husband what makes she thinks she can
satisfy America?")
- Good slogan => Point out the excellent target and
make people belive into it
+ Cliton: " Hillary for America"
+ Sander: " A political recolution is coming"
- Trump is Trump: decisive in everything. For example,
didn't change the slogan "Make America Great Again"
although people disagreed because used again.
5. Use slogan “Make America Great Again” used by
Regan ( the 40th President America)

21. EFFECT
Question 5: Donald Trump in Marketing perspective
21
- With public: spreading his reputation even thought his
political knowledge is little
- With other politicians: made them consider carefully
about America future
- Made people believe that Cliton is not the best indicate
- Spent only 10 million $ for advertise and got back up to
2 billion $ as media value
- Decisive
- Set the individual brand, differences go with brand
- Taking advantage of anything good for us ( oppo-
nents' weakness even those in private, the fear of
customers)
- Team work: Trump not works alone, he works with
his team, Marketing team.
LEARN
END OF QUESTION 5

22. Question 6: URC’s scandal (C2)
22
SOCIAL INFORMATION
Since May 20, URC Vietnam, a unit of
Philippine-based Universal Robina Corp.,
has been ordered to pull out batches of its
bottled tea drink C2 and Rong Do energy
drinks after tests found these products
contain higher levels of lead that exceeded
permitted limits.
THEIR SOLUTION
Silent at first then.
Take responsibility: Instead of trying to get
away with their guilty (like THP) , URC
admit it
Speak up : According to URC, two batches
of C2 and Rong Do was blamed to have
high lead content, the others are safe.
Apologize: URC paid compensation to
consumers
Their fines was just 6 billion VND
C2 and Rong Do have been consumed
recently
Although high level of lead that can
bring bad illness to the consumers,
people do not get angry to URC as well
as Tan Hiep Phat
3 steps to deal with crisis : Take respon-
sibility – Speak up – Apologize.
Vietnamese insight : “one should not hit
a man when he is down.”
EFFECT
LEARN
END OF QUESTION 6

23. Question 7: Son Tung M-TP
WHAT
-2012 :
. He is best know for the song named “ Con mua ngang qua”. He parked do valedic-
torian intermediate generation vocal faculty of the city music institute. He became
the singer of VAN production monopoly in november
-2014 :
. The song “em cua ngay hom qua” became a phenomenon and established many
rare continental level.
-June,2014 :
. He participated in the film “Chang trai nam ay” and the film attracted millions of
views. “Chang trai nam ay” create box office craze for huge revenua .
. He also represents the brands “Oppo”.
-2015 :
. He joined “the remix” with a lot of song : “Thai Binh mo hoi roi” , …..
. On 21th birthday the first fan meeting : “M-TP and friends” sold 8000 tickets.
. The song “am tham ben em” debuted collected millions of views. Each of his songs
are making waves online community : “Lac troi, Thai binh mo hoi roi, Dung ve tre”.
HOW
23

24. Question 7: Son Tung M-TP
HOW
- Coming from the underground. He should have a habit of borrowing
available beat composing new songs. Loan beat usually quite belong to
Korea and Japan music.
• Detail: Tone hands and vibrant, able addictive and relatively new com-
pared to most of the music that Vietnam pursues singer. So he has been
criticited for plagiarism.
• Especially : despite scrutiny and criticism of plagiarism but he was only
expressing his song composed by.
- How to give birth to the idea of music piracy others but was famous
• Because fashion and style resemble G-Dragon “ quai, di, ngông”. The
selection is a copy of G-Dragon also contributed to the audience more
interest and more scrutiny.
- Furthermore young personalities Vietnam or scrutiny, dìm hàng , ném
da, buzzing, take advantage of this and bloody controversy between
fans and anti fans become more acute. Thus the into writing, analysis,
post headlining.
EFFECT
- His fans who are often teenagers such as secondary,
high school and even elementary school always pro-
tects their idol (Son Tung) blindly.
- All his spokesman to social networks become contro-
versial phenomenon.
- The audience even like him or hate him, they crazy to
seek for his news.
- He won several major awards:
• Ever-green wave (Lan song xanh) : top 10 famous
singers, Singer of the year
• Became Vietnam deputation to be voted for the Asia
famous singer award in 2015.
• Achieve the golden button of Youtube by creating
many amazing number in Youtube .
24
LEARN
- Upgrade the success but old things.
- Get to know clearly the target customer to gain
their love

25. THANK YOU