Team 3: Bích Ngọc - Thu Thảo - Minh Đạt - Hương Lan. Homework for Week 1 BUSINESS COMBATANT SEASON 3

1. Team 3
HOMEWORK WEEK 1
Introduction
Bích Ngọc
2000
UEF – Marketing
Thu Thảo
1999
USSH – History
Hương Lan
1997
FTU2 – IBE
Minh Đạt
1998
UEH - IB

2. Outline
What is brand?01
What is marketing?02
Roles of marketing and
brand in business?
03
Roles of marketing and
brand in personal life?
04
Team 3

3. What is brand?
“A name, term, design, symbol, or any other feature that identifies one seller’s good or
service as distinct from those of other sellers. The legal term for brand is trademark. A
brand may identify one item, a family of items, or all items of that seller. If used for the
firm as a whole, the preferred term is trade name”
American Marketing Association.
“A brand is a name, term, sign, symbol, ordesign or a combination of them,
intended to identify the goods and services ofone seller or group of sellers
and to differentiate them from those of the competitor”
- Philip Kotler –

4. In fact, brand is identified
by two groups of signs
Signs of perception
images of superiority, difference, perception of
safety, personal values when consuming a product
Tangible signs
brand names, logos, logos, slogans, musical labels,
designs of goods and packaging, ...
Team 3

5. The process of giving a meaning to specific company, products
or services by creating and shaping a brand in consumers’
minds.
It is a strategy designed by companies to help people to quickly
identify their products and organization, and give them a reason
to choose their products over the competition’s, by clarifying
what this particular brand is and is not..
Some definitions relate to the brand
Branding

6. ▪ builds the brand name system and is gradually asserting the position
of the brand of the enterprise, creating trust, pride, professional ... for
the product. GrassVinhomes (Apartment system and villa service
level)
Example
VinGroup Corporation
Vincom (Center Trade Center System)
Vinpearl (Hotels, Tours)
Vinschools (Education)
Vinmec (Health)
VinEco (Agriculture)
VinEcom (eCommerce)
Vinmart + (retail business)
VinPro (Electrical Retailing)
A Day Roi (online shopping)

7. The impression in the consumers' mind of a brand's
total personality (real and imaginary qualities and
shortcomings).
Brand image is developed over time through
advertising campaigns with a consistent theme, and
is authenticated through the consumers' direct
experience. See also corporate image.
Brand image

8. “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients, partners, and society at large.”
- AMA -
Definition
What is marketing?
“The science and art of exploring, creating, and delivering value to satisfy the needs of a
target market at a profit”
-Philip Kotler -
Needs Wants
A sense of the lack of something
that people feel
For example, the need to eat, drink, travel,
study, entertainment ... This demand is not
created by society or marketers, they exist as a
component of human beings.
Desire to have specific things to
satisfy deep needs.
The desire is more diverse than the need. A
need may be more desirable. Human desire is
constantly evolving and shaped by economic,
political and social conditions ... such as
schools; churches, pagodas; family, corporate
and business enterprises
Team 3

9. “Marketing 4.0 is a marketing approach that combines online and offline interaction
between companies and customers. In the digital economy, digital interaction alone is not
sufficient. In fact, in an increasingly online world, offline touch represents a strong
differentiation. Marketing 4.0 also blends style with substance. While it is imperative for
brands to be more flexible and adaptive due to rapid technological trends, their authentic
characters are more important than ever.”
Definition
What is marketing 4.0?
WE COULD DIVIDE THIS IDEA INTO SECTORS
*Being connected is the factor.
As people are more and more
connected, it’s important to meet them,
before they enter the market. That’s
where multichannel marketing comes into
play, with Google AdWords, Social Media
Marketing, Content or Email marketing.
*From 4P’s & AIDA to 5 A’s.
4P: Product, Price, Promotion, Place
5A:Ask, Advise, Assess, Assist and Arrange
*User Experience Anthropology
When coming to personas, a detailed customer
journey map is the key to arranging a great
campaign, with detailed channels of your offer
distribution.
*Multichannel Marketing &Engagement
Marketing—again
Customer journey map has to include all the
channels and platforms on which your users can
meet your offer. Engaging multichannel
practises, you need to understand too, that you
have your user on board not only up to the
point of sale.

10. Types Includes traditional marketing and modern marketing
Traditional marketing: Used to refer to marketing skills applied in the early
stages.
Characteristics of the market during this period:
• Production is underdeveloped, the market scope, the number of
suppliers is limited, the market is controlled by the seller;
• The scope of marketing activities is limited to trade in order to find
markets to consume the goods or services available;
• Sales philosophy: sell what the manufacturer is aiming to maximize profit
for the seller.
Modern marketing:
Characteristics of the post-World War II market:
- Economic growth at high speed
- Science and technology progresses rapidly
- Competition is harsh
- Prices fluctuate sharply
- Surplus crisis continues
- Risks in business
- The role of the buyer becomes more important (consequential).

11. Types Types with examples:
-Traditional marketing:
telephone
newspapers
direct mail
catalogs, newspapers, brochures, letter
-Modern marketing:
Ad-network
Search marketing
Social media marketing
Buzz marketing
Email marketing

12. MARKETING MARKETING 4.0
*4P
•Product: benefits, features and product interaction
•Price: price strategy, discounts and profit margin
•Promotion:marketing channels, marketing strategy
and seasonality
•Place:cation, how to get product into the market
and distribution
*7P
•Product: benefits, features and product interaction
•Price: price strategy, discounts and profit margin
•Promotion:marketing channels, marketing strategy
and seasonality
•Place:cation, how to get product into the market
and distribution
•People:Having the right people is essential because
they are as much a part of your business offering as
the products/services you are offering.
•Processes:The delivery of your service is usually
done with the customer present so how the service is
delivered is once again part of what the consumer is
paying for.
•Physical Evidence: Almost all services include
some physical elements even if the bulk of what the
consumer is paying for is intangible.
MARKETING & MARKETING 4.0

13. MARKETING MARKETING 4.0
*4P
•Product: benefits, features and product
interaction
•Price: price strategy, discounts and profit
margin
•Promotion:marketing channels, marketing
strategy and seasonality
•Place:cation, how to get product into the
market and distribution
*4C
•Co-creation - It is based on the knowledge,
experience and needs of the community to
create the source of information for businesses.
•Currency. The most obvious example is the
Uber and Grab pricing. Normally, when taking a
traditional taxi, there is only one fixed price for
rain or sunshine. Grab prices and Uber will be
flexible to meet the needs of the market. If
demand exceeds supply at some point, the
price will be pushed higher.
•Community This community will create the first
users and gradually spread to other
communities
•Conversation (Thảo luận).

14. CLIENT
&
AGENCY
BRAND MANAGEMENT
TRADE MARKETING
RESEARCH
MEDIA
DIGITAL
EVENT PLANNING
PUBLIC RELATION
CONTENT MARKETING
ADVERTISING
ACTIVATION
DIGITAL MARKETING
PRODUCTION HOUSE
MARKET RESEARCH
MEDIA PUBLISHER
ACCOUNT MANAGER
STATEGIC PLANNING
MARKETING JOB

15. What are the roles of marketing and brand in business?
Marketing’s role:
• Increase sales
• Build trust with your customers
• Understand the market, making it easier for you to
identify and select future directions
• Gives you a real view of the market and your
business.
In short:
Identifying unmet needs and desires, defining and measuring potential
scale and potential, identifying what target markets the organization
can best serve, and making decisions. appropriate products, services,
and programs to supply the selected markets, and call on the
organization to think and serve the customer.

16. What are the roles of marketing and brand in business?
Marketing’s role:
Thanks to the effective marketing campaign, Oppo is
currently the line of mobile phones that is very popular
among young Vietnamese.
Oppo has hit the mentality of the Vietnamese youth now
who prefer selfie: Oppo line of products has the advantage
of taking pictures.
Oppo has a lot of TV commercials, TV shows which are
popular with young people sponsored by the company
from The Face for the first season (contestants also have a
contest to find beautiful selfie photographers. the ads, the
voice, the light, ... );
The ads are the presence of popular stars are popular youth
like Son Tung MTP or Toc Tien ... on Opie selfie feature
photography also appeared.Appearing in Vietnam after a series of famous
mobile phone companies have long as
Samsung, Microsoft (formerly Nokia), Iphone ...

17. Brand’s role
What are the roles of marketing and brand in business?
Business
Gain RECOGNITION
PROVIDES MOTIVATION AND
DIRECTION FOR STAFF
GENERATES REFERRALS
PROVIDES LEGAL PROTECTION
(TOWARDS UNIQUE FEATURES OR
ASPECTS OF THE PRODUCT)
REPRESENTS PROMISE TO CUSTOMER
CREATE CLARITY AND STAY FOCUSED
HELPS CONNECT WITH CUSTOMERS
EMOTIONALLY
A STRONG BRAND PROVIDES BUSINESS VALUE.
Once a brand is established, it’s the invaluable asset for an organization.

18. Example: Starbucks
Starbucks is one of the most recognizable brands in the world. Their brand recognition has
reached epic heights thanks to the strength of their marketing and their commitment to keeping
their brand consistent.
The History Of Starbucks

19. Example: Starbucks
The Mission Of Starbucks
Starbucks has changed from the bean roaster of the 1970’s to the coffee inspired drink shop of today.
Initial mission statement
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow.”
 After Howard Schultz bought the company from its founding members in 1987 the company has
focused on creating Starbucks to be the “Third Place.” The idea of the third place is one that
exists between work and home.
New mission statement:
“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a
time.”
Starbucks focuses on creating that personal connection between their customers, their baristas
and their organization.
By focusing on the third place and giving their customers a place to be and interact,
they make the price of the drink worth it in the eyes of their customers.
There is something comforting about ordering a good cup of coffee and being
encouraged to sit in the shop with your laptop and work. That’s the experience Starbucks
provides.

20. Example: Starbucks The Consistency Of Starbucks’ Brand
The Classic Siren Logo
Over the course of 47 years, the Starbucks logo
alone has gone through four different redesigns to
create the iconic symbol that graces your coffee
cup today.
the words Starbucks and Coffee were cut from the cup
so the brand could potentially expand beyond coffee
products
Unbeatable Branding Consistency
Perfect Marketing Mix
Content Highlights Dedication To Consistency

21. What are the roles of marketing and brand in personal life?
Marketing
PERSONAL LIFE
Brand
Personal marketing plan helps to
bring focus and direction to
either your job search or your
current career path
How can people
recognize your
personal brand?
- Affirm your position, prestige with others
- Create your own character and difference,
not mix yourself
- Easy to achieve the goals, the job you want
- Make people around you better understand
- Attracting the attention of the people around
- Help promote personal image
- Set up many relationships
- Bring personal image to a representative in a
certain field

22. Bích Ngọc
People commented that I was a nimble, intelligent, easy-
going, fast-paced, humorous and always optimistic
person. I feel that my strongest is the joy that I bring to
motivate the spirit of the surrounding people. That's how
my personal brand is formed I am quite self confident in
many aspects. I can show people some of my personalities
through facebook, instagram or a comment on a certain
medium. I will promote my strengths, show more
personalities so people can understand me
“
“

23. Thu Thảo
- Building a personal page:
Modern society, social pages gradually become a tool to express themselves. Avatar,
cover photo, status, interaction ... also somewhat express a human. If you know how to
use personal pages, good social networking, you can succeed when applying for a
job, doing business, selling products, promoting your products online.
The job I’m looking for is the Sale Tour, need the skill, reputation and relationships. I'm
trying out social networks for personal branding using my own photos, real name and
share information to help confirm my image clearly, professionally, and with
consideration in the information.
 In addition, I’m also trying to increase the interactions, exchanges with many
people and siblings in advance to learn and create a favorable character for his
work later. As well as creating a basis for increasing the credibility of the potential job
potential you can bring to employers if you apply for a job later.
“
“

24. Minh Đạt what I see myself and people comment about me:
-extroverted - aggressive - reliable - punctual - well-prepared
-I will show you guys some examples: I often participate in activities
of my club at university. I am eager to learn something new by
traveling. I seldom go to class or events late…I always keep my
promise at the time I said. I usually prepare when I join workshops
by searching speaker's profile to know them more precisely.
“
“How do I brand myself:
-In class, I usually call my name when
talking with the other
-Finishing works at the nick of time
-Participate in some competition
inside and outside school
-I learn lots of skill: leadership, time-
management,.....
How do I market myself:
-when I attend workshop, I always
exchange social network with people in
that workshop
-I use Facebook, Instagram, .... to make
friend
What brand and marketing
myself bring to me?
Network and friendship for me to have opportunities such a
job, experiences in life,... It helps me succeed

25. Hương Lan
What personal brand and marketing bring to me?
 Find a job which is suitable for me and give me opportunity to do what
I love.
 Being recognized and get opportunity unexpectedly such as being
MC in some events, freelancer to produce content for some brands,...
 Be in charge of communicating with foreigners any time they visit the
company I work for.
What I'm good at:
social work, writing, public speaking,
creative, solution-oriented.
So I’m a 21-years-old girl who love doing social work, is able to write and write emotionally,
to speak in front of many people and speak confidently, devote to work, can connect other
people and solve problem by giving solution with patience and smile.
How do I brand and marketing myself?
- Via social network sites such as Facebook,
Instagram:
 Build relationship with people whom I admire can
learn new thing from.
 Write and share story about myself, about
voluntary projects, about daily life from a normal
view but still touch people's heart on my own
page.
What other people talk about me:
responsible, smart, good at presenting and writing,
influence, sociable, shining smile :v
“
“
- In real life:
 take every opportunity in school to present in front of the class,
 participate in some competition to have experience and make
friend with brilliant people,
 be responsible for every task under my duty and support other
members in teamwork.
 Try to find solutions for the problem instead of wasting time in
quarrels.

26. Thank You
Team 3