ELITE 8 – TEAM 4
ASSIGNMENT 2
Nguyên – Khải – Thảo – Long - Thou

Brand positioning
Brand promise
Brand idea
P-Product
BEFORE JUMPING INTO DETAIL ANALYSIS, WE TRIED TO GET ALL
THE TEAM MEMBERS ON THE SAME PAGE OF DEFINITIONS ABOUT…
Brand communications
1
2
3
4
5

BRAND POSITIONING
The conceptual & distinctive place the brand wants
to own in mind of its target consumers
(what a service provider or product stands for in consumer mind)
The most compelling value the brand commits to
deliver to its customers, it addresses customers’
expectations about a product or service
(Brand promise is the execution of the brand positioning)
BRAND PROMISE
The essence of an unique long-term brand promise
with strong reasons to believe.
BRAND IDEA
Let’s look at as a worth-to-learn example..
For price-sensitive shoppers, Walmart is the retailer that
helps them feel “smart” and live better because only
Walmart delivers unbeatable prices on the brands they trust,
in an easy, fast, one-shop shopping experience
Walmart’s brand positioning as the “low-cost leader”
promises customers that they will offer unbeatable prices
The combination of activities that influence
customers' opinions of a company and its products
BRAND COMMUNICATIONS

PRODUCT
is A GOOD, SERVICE, OR AN IDEA received in an exchange. It can be either tangible
or intangible and includes functional, social and psychological utilities or benefits
GOOD
a tangible physical entity
(Ipad, Iphone)
SERVICE
an intangible result of the application of human
and mechanical efforts to people or objects
(concert, medical examination, insurance)
IDEA
a concept, philosophy, image or issue
(agency, WWF promotes animal protecting)
TOTAL PRODUCT CONSISTS OF 3 INTERDEPENDENT ELEMENTS
Core product
Supplemental
features
Symbolic or
experiential
benefits
Product’s fundamental utility or main benefit and
usually addresses a fundamental need of the consumer
Consumer also received benefits based
on their experiences with the product
Provide added value or attributes in addition to
the core utility/benefit. They are not required to
make the core product effectively, but they help
to differential one product brand from another

did not create the coffee shop, but it did
SYMBOLS AND CUES are used to make
intangible products more tangible to consumers
And..
“ “
make high-quality coffee beverages readily available around
the world, with standardized service and stylish, inviting stores

INSURANCE
CATEGORY
SO, LET’S EXPLORE HOW INSURANCE
COMPANIES BUILD THEIR BRANDS IN
THE MARKETPLACE

MARKET OVERVIEW
Source: https://vietnamcredit.com.vn (2020)
All 4 players are
competing in “Life
insurance” market
-> Let’s zoom in
this sub-category

FOREMOST, WE DEEP DIVE TO SEE WHAT ARE THE KEY DRIVERS OF THIS CATEGORY? and then
CATEGORIZED 4 BRANDS INTO THE DEMAND SPACES WHICH THEY ARE TRYING TO
ASSOCIATE WITH ….
CATEGORY DRIVERS: Category Drivers are motivations behind participation in a Category.
WORRY-FREE
PROTECTION
RELIABLE LIFE ORGANIZING EASY TO UNDERSTAND
SUSTAINABLE DEVELOPMENT
05 LIFE
INSURANCE
CATEGORY
DRIVERS
Market share’20:
13.6%
Market share’20:
5.1%
Market share’20:
4.2%
New category driver which
has been unlocked by FWD
Market share’20: 20%

WORRY-FREE
PROTECTION
RELIABLE LIFE ORGANIZING EASY TO UNDERSTAND
SUSTAINABLE DEVELOPMENT
PRODUCT
Market share’20: 20%
Market share’20:
13.6%
Market share’20:
5.1%
Market share’20:
4.2%
How do the brands tap into
category drivers with
their products?
Health protection
Savings
Investment
Retirement
Whole/term-life
Health protection
Savings
Investment
Health protection
Savings
Investment
Health protection
Savings
Investment
Family protection
Diversified product portfolio

WORRY-FREE
PROTECTION
RELIABLE LIFE ORGANIZING EASY TO UNDERSTAND
SUSTAINABLE DEVELOPMENT
PRODUCT
Market share’20: 20%
Market share’20:
13.6%
Market share’20:
5.1%
Market share’20:
4.2%
How do they
differentiate
their products with
Supplemental features
Pulse By Prudential
a health assistant to keep track of
health progress, book online doctors
find.., hospital location - as health being
the foundation of sustainable life
ManulifeMOVE
Encourage people to be active
in health activities: running,
walking, etc. - following up on
daily individual improvement
VITA - Gen VITA app
Make life more convenient by providing an
app helping consumers to be worry-free about
long & time-consuming insurance process.
1. EASY-TO-UNDERSTAND
CONTRACTS, maximizing
understanding of Exclusion terms
2. CONDENSED LISTS of insurance
packages offered

WORRY-FREE
PROTECTION
RELIABLE LIFE ORGANIZING EASY TO UNDERSTAND
SUSTAINABLE DEVELOPMENT
PRODUCT
Market share’20: 20%
Market share’20:
13.6%
Market share’20:
5.1%
Market share’20:
4.2%
And
be distinctive with
Brand cues
Logo: Winged lion
Brand color: Dark red
Assets: Italian style:
Music, messages,
products
Logo: Human symbol
Brand color: Light red
Logo: “M” Symbol
Brand color: Green
Brand color: Orange
Logo: Company name

How do all the brands define themselves
at brand positioning level?
INSURANCE CATEGORY- EXECUTIVE SUMMARY
A DAILY
DECISION
ADVISOR
for whom enjoy idyllic,
normal daily life experience
to better their lives by
providing daily progressive
improvement
A
RELIABLE
PARTNER
who wholeheartedly listen
to deeply understand you
and always be there giving
you a hand whenever you
need a shoulder to lean on
AN
ULTIMATE
PROTECTOR
that empowers the youth to
pursue the life as they wish
it to be
A WORRY-
FREE
INSURANCE
with easy-to-understand
standard by minimizing on
the numbers of exclusions in
all products, helping young
consumers to be mind-free
with their choices and enjoy
the life the fullest.

BRAND POSITIONING
A WORRY-FREE INSURANCE with easy-to-understand standard
by minimizing on the number of exclusions in all products, helping young consumers to be
mind-free with their choices and enjoy life to the fullest.
TO WHOM
Gen Z and Young millennials
(22-35) who have young &
dynamic lifestyle
WHAT NEED
The need to worry-free to
live life to the fullest,
follow passions
DIFFERENT BY
With FWD, insurance must be
easy-to-understand
RTB
1. Easy-to-understand contracts,
maximizing understanding of
Exclusion terms
2. Condensed lists of insurance
packages offered
3. Customized for the young
generation: Availability on popular
E-com platform
TRUTH: At the early stage, the young generation always want
to experience their lives, trying new things and pursue their
ambitions. Though desire for new things, they are afraid of
unexpected things that happened along the ways (accidents,
diseases) that forbid them to keep exploring life
INSIGHT
INSIGHT : “I always desire to experience all new and
exciting things in life. However, unexpected risks prohibiting
me from taking my chances ”

BRAND PROMISE
With FWD, insurance must be
Easy-to-understand
BRAND IDEA
Worry-free
to live life to the fullest
BRAND COMMUNICATION IDEA
LIVE LIFE TO THE FULLEST (SỐNG ĐẦY)
CAMPAIGNS
Sớm bảo vệ, tự tin sống Sống đầy từ hôm nay

BRAND POSITIONING
A DAILY DECISION ADVISOR for busy people looking for a better life with
progressive improvement
TO WHOM
Millennials and Baby boomers
(28-45) – Busy people
WHAT NEED
The desire to have a
better life and enjoy every
simple daily moments
DIFFERENT BY
Daily decision advisor
RTB
ManulifeMOVE
Encourage people to be active in
health activities: running, walking,
etc. - following up on daily
individual improvement
TRUTH: Nowadays, in an uncertain life context, it
becomes harder than ever for millennials to make the
“right” decisions themselves when being stuck among
many responsibilities (personal life, work, family)
INSIGHT INSIGHT : “As a person living in a dynamic pace of life, I am
willing to hustle for development. However, the busier I am,
the more decisions I have to make in many aspects of life. To
make sure I’m having the “right” progress on attaining a
better life, I look for a daily life advisor”

BRAND PROMISE
Manulife help people make
Easier decision for
a better life
BRAND IDEA
Decisions made easier.
Lives made better
BRAND COMMUNICATION IDEA
EVERY DAY BETTER (TỐT HƠN MỖI NGÀY)
CAMPAIGNS
Hạnh phúc đơn giản là Hành trình hạnh phúc

BRAND POSITIONING
A RELIABLE PARTNER who wholeheartedly listen to deeply understand you
and always be there giving you a hand whenever you need a shoulder to lean on
TO WHOM
Millennials and Baby boomers
(28-55) who treasure the loving
moments of their families
WHAT NEED
The desire to be
understood and loved by
beloved ones
DIFFERENT BY
The passionate desire to
understand and spread
untold loves
RTB
Pulse By Prudential
a health assistant to keep track
of health progress, book online
doctors find.., hospital location –
for you and your loved ones
TRUTH: The more modern world is, the more people lack true
connections - a companion who always wholeheartedly listen to
their feelings, understand their thoughts and support their lives.
INSIGHT INSIGHT : “Being surrounded by many social relationships,
but not many of them are closed enough for me to share all
my feelings, my thoughts. Therefore, I still feel insecure and
look for a reliable partner to give me a piece of advice and
accompany me on my journey.”

BRAND PROMISE
Prudential commit to put itself in
consumers’ shoes to
understand and support them.
BRAND IDEA
Understanding to connect love
(THẤU HIỂU ĐỂ GẮN KẾT YÊU THƯƠNG)
BRAND COMMUNICATION IDEA
LISTENING, UNDERSTANDING, DELIVERING
CAMPAIGNS
Khi tình yêu đủ lớn Không sao đâu

BRAND POSITIONING
AN ULTIMATE PROTECTOR that empowers the youth to pursue
the life as they wish it to be
TO WHOM
Gen Z and Young millennials
22 to 35 years-old
WHAT NEED
The desire to live
according to their own will
DIFFERENT BY
The Italian Style
brand assets
RTB
VITA - Gen VITA app:
Make life more convenient by
providing an app helping
consumers to be worry-free
about long & take time
insurance process.
TRUTH: People always have to live on social
prejudices and be imposed with other personal
ideas on how they should live their life.
INSIGHT INSIGHT: “I’m always want to live as my own
will but afraid of overcoming the fear of being
disappointed by my beloved ones because of
different expectations”

BRAND PROMISE
Empower you to live the life
as you wish to be
BRAND IDEA
Live as your wish
(Sống Như Ý)
BRAND COMMUNICATION IDEA
LIVE AS YOUR WISH (Sống Như Ý)
CAMPAIGNS
Chẳng cần như ai, chỉ cần như ý Tết này có còn như ý

KEY
TAKEAWAYS
1 DIFFERENTIATION
When it comes to a low differentiation category like life insurance services, category drivers become
POINTS OF PARITY.
To be distinctive, brands need to bring their POINTS OF DIFFERENTIATION by deeping dive into
consumers insight to find a new category driver and become the 1st brand to own it
Ex: FWD brings a new category driver “easy-to-understand insurance” to the market which stays
true to consumer insights and market as well. But no one has communicated this difference.
2 SINGLE-MINDED
Lack of coherence in translation from brand positioning to brand communication, product portfolio
Ex: Generali - All the product’s names start with VITA, which means – “La dolce vita” (Italian) =
“The good life” but because of the lack of communications about the meaning of VITA, the names
are ambiguous and unclear to almost all customers
3 DISTINCTION
Although symbols and cues are used to make intangible products more tangible
Only Generali has built well-recognized brand cues with their typical red color, powerful winged
lion symbol and Italian style assets

ONLINE
FOOD
DELIVERY
CATEGORY
AND, WHAT ABOUT BUILDING BRANDS IN ONLINE
FOOD DELIVERY CATEGORY? LET’S CHECK IT OUT!

FAST DELIVERY TIME PROMOTIONS
DIVERSIFIED MENU
CONVENIENCE
DIGITAL ECOSYSTEM and SPECIALTIES
are emerging category drivers
FOREMOST, WE DEEP DIVE TO SEE WHAT ARE THE KEY DRIVERS OF THIS CATEGORY? and then
CATEGORIZED 4 BRANDS INTO THE DEMAND SPACES WHICH THEY ARE TRYING TO ASSOCIATE WITH
CATEGORY DRIVERS: Category Drivers are motivations behind participation in a Category.

FAST DELIVERY TIME PROMOTIONS
DIVERSIFIED MENU
CONVENIENCE
PRODUCT
HOW DO THE BRANDS TAP INTO CATEGORY
DRIVERS WITH THEIR PRODUCTS?
Diversified product portfolio
Order food on app
Order food on app
Cloud kitchen
Grab Mart
Food delivery
Food delivery
Baemin
Kitchen
Baemin
Mart
Food
delivery
NowMart
Order food
on app
Order food
on app
Food
delivery
Order food
on app
Order food on app

FAST DELIVERY TIME PROMOTIONS
DIVERSIFIED MENU
CONVENIENCE
HOW THEY DIFFERENTIATE THEIR PRODUCTS WITH Supplemental features
A HUGE ECOSYSTEM
(GrabRewards, GrabMoca, Grab
Delivery, Grab Car,..) – “The future of
grab your everyday app”
EXCLUSIVE
DISHES
GRAB KITCHEN
Selected restaurants which
are operated and
managed by Grab
BẾP NHÀ
Selected restaurants
which are operated and
managed by Baemin
THỬ CHÚT HEALTHY
Healthy food collection –
only on Baemin
only on GrabFood
FOOD REVIEW
PLATFROM
Public review food
platform for everyone
to share and find
trusted reviews
TABLE
RESERVATION
with good deals from
restaurants.
PRODUCT

FAST DELIVERY TIME PROMOTIONS
DIVERSIFIED MENU
CONVENIENCE
AND BE DISTINCTIVE WITH Brand cues
Color:
Blue
Signature
mascot
Signature
font
Color:
Dark Red
Color:
Light Red
Color:
Green
PRODUCT

How do all the brands define themselves
at brand positioning level?
ONLINE FOOD
DELIVERY CATEGORY- EXECUTIVE SUMMARY
A FOOD
CONNECTOR
bonding people to the
diverse cuisine
A
RESCUER
in daily eating dilemmas
by offering super fast
service and wide range
of options
A
CAREGIVER
wholeheartedly caters for
your everyday meals and
brings you your favorite,
hot and delicious food
A FOOD
DELIVERY
EXPERT
who give you the joy of
savoring food

BRAND POSITIONING
The caregiver wholeheartedly caters for your everyday meals
TO WHOM
Millennials
- White-collar workers
- Urbanities
Giving utmost care to your
everyday meals and
bringing your favorite, hot
and delicious food
1. Collection of starred
restaurants/food courts
with unique menu offering
2. Ecosystem of Grab (Moca,
GrabRewards,..)
1. Fast delivery team,
bringing the hottest and
most delicious meal.
2. Wide range of dishes
can cater to all needs
TRUTH: at the early stage, young people do not pay much
attention to their daily meals. They rather leave it later or
even skip the meal to spend more time on other urgent tasks.
INSIGHT
INSIGHT: “As a busy person, I am regularly sacrificing my
meals to focus more on other goals. Even though it is not
good in the long run, I have to accept the dilemma.”
WHAT NEED DIFFERENT BY RTB

BRAND PROMISE
Promise to care for your every
meals with your favorite delicacies
and a "fast" delivery service
BRAND IDEA
Grabfood exists to cater to
your everyday meals so that
you could spend more time and
effort on things that matter
BRAND COMMUNICATION IDEA
NEVER MISS A MEAL
CAMPAIGNS

BRAND POSITIONING
A FOOD CONNECTOR bonding people to the diverse cuisine
TO WHOM
Gen Z and Young
millennials
- Urbanities
- 18 to 35 years-old
- White-collar
WHAT NEED
Exploring food world with
objective reviews and
reasonable prices.
DIFFERENT BY
1. A category where
everyone can assess,
review restaurants.
2. Ordering directly on
the website.
RTB
Corporation with
more than 20.000
(from big to small)
restaurants all
around Vietnam.
TRUTH: Today’s generation fall in love with food and they
are bombarded by a bunch of food choices.
INSIGHT
INSIGHT: “Exploring food is the instinct of my generation.
However, due to the abundant choices nowadays, I am
hesitant and confused in terms of choosing where to eat.
Therefore, I need to reference different points of view to
make wise decisions.”

BRAND PROMISE
Bring the whole food world to your
hand with trusted reviews and
surprising deals.
BRAND IDEA
KING OF DEALS
BRAND COMMUNICATION IDEA
SUPER DEALS
CAMPAIGNS
Siêu deal 10K Deal Tột đỉnh

BRAND POSITIONING
A FOOD DELIVERY EXPERT who give you the joy of savoring food
TO WHOM
- Gen Z and Young
Millennials
- Urban citizens
- 18 to 30 years-old
- White-collar
WHAT NEED
Seeking for joyful eating
experience
DIFFERENT BY
- Focus merely on food delivery
- Brand Visual Identity: Concretize
the intangible service by funny
brand mascots ‘Fat Cat’, fonts and
distinctive color.
RTB
The number 1 food delivery
application in Korea.
TRUTH: “Eat better, Feel better” is a universal truth,
especially for youngsters.”
INSIGHT INSIGHT : “Enjoying good foods always brings happiness,
especially for a youngster like me. However, a busy work-life
prevents me from exploring new eating experiences. I am looking
for a trusted food expert who could bring joy to my daily dishes.”

BRAND PROMISE
Baemin born to serve everyone
good food everywhere, everytime
BRAND IDEA
CALL BAEMIN,
HAVE GOOD MEALS
BRAND COMMUNICATION IDEA
CAMPAIGNS
TRÙM CUỐI KHAO TẤT NIÊN THỬ CHÚT HEALTHY
Disclaimer: Baemin does not own a consistent and cut-through
Communication Idea. It jumps directly to the Campaign Idea level

BRAND POSITIONING
THE RESCUER in daily eating dilemmas
TO WHOM
Millennials (20-35)
Busy
Dynamic Lifestyles
Urbanities
WHAT NEED
Escaping daily eating
dilemmas at your best
convenience so that you
could be carefree and enjoy
DIFFERENT BY
1. Low transport fee
2. Fast delivery team
RTB
A wide range of
restaurants to choose
FACT: Sometimes your best solutions may not be
the optimal ones in a dilemma.
INSIGHT INSIGHT: “In times of unexpected hardships in life,
the wisdom will emerge, but it is still cumbersome.
I need a faster and worry-free solution so that I could
enjoy life more.”

BRAND PROMISE
Save you from hardships
at your best convenience
so that you can live carefreely
BRAND IDEA
Carefree at super fast convenience
BRAND COMMUNICATION IDEA
Don’t think, book GoViet now!
CAMPAIGNS
Suy nghĩ chi, GoViet đi! Món gì cũng có, mà còn giao nhanh!

KEY
TAKEAWAYS
1
A CUT-THROUGH CORE CREATIVE IDEA ENSURE
THE CONSISTENCY OF BRAND COMMUNICATION
AND ACTIVATION.
2
COMPETING ON SHARE OF HEART. GRAB IS FAR AHEAD
OF COMPETITORS.
While competitors still more focus on dialing up functional benefits (deal, fast
delivery, diversified menu), GRAB is one step ahead with a meaningful
communication platform “Never miss a meal”. As a caregiver, GRAB smoothly
jumps in and solves the tension of young millennials.
BAEMIN - The lack of a single-minded BCI layer leads to incoherence at
the campaign level. As the result, consumers cannot get what the brand is
trying to sell.

THANK YOU!
Nguyên – Khải – Thảo – Long - Thou