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Young Marketers 8 Final Round - ON2OFF

Uyen Nguyen
Uyen Nguyen
Uyen NguyenContent Leader at Brands Vietnam

Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.

Young Marketers 8 Final Round - ON2OFF

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Young Marketers 8 Final Round - ON2OFF
Since VHQP has no specific
message to the Youth, they have
always considered VHQP is just
the game for businesses without
any engagement of young
generation.
“I know what Vietnamese High Quality Product is and
its identity - the logo. However I find standards of
quality set by an association irrelevant to me.
VHQP has never been in my intentional consideration
when choosing to buy”.
“VHQP is the field for corporations to perform,
compete and collaborate, the youth does not play
any role in its ‘market’”
Because as a purposeful, viewpoint-driven generation, Millennials only engage and love
the brand just only when they understand its essence.
LACK OF RELEVANT COMMUNICATION LEADS THE BRAND OF
VIETNAMESE HIGH-QUALITY PRODUCTS TO BE INVISIBLE TO
THE YOUTH.
Draw huge attention among the youth after
creating new attributes for VHQP that are relevant
to them.
• Change Generation, who are Millennials (1985
- 1995) and Early Gen Z (1996 - 2000) -
accounts for 35% of the population of Vietnam.
• Location: Megacities in Vietnam
• Born, raised and witnessed a transforming age
of the nation.
• Have senses of purpose in life, conscious
and idealistic.
THE CHANGE
GENERATION:
THE CHANGE
GENERATION:
Born and raised in the stage of
transformation, Vietnamese Millennials
has constantly witnessed changes and
innovation.
Truly understand the power of their
voices, they actively trying to make
change in the community, turn it into a
better place.
Vietnamese Change Generation is effortless in their approach to
prove their changes with the whole world and expects brands
to represent a credible view of how young, progressive
Vietnam is in every aspects
Ad

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Young Marketers 8 Final Round - ON2OFF

  • 2. Since VHQP has no specific message to the Youth, they have always considered VHQP is just the game for businesses without any engagement of young generation. “I know what Vietnamese High Quality Product is and its identity - the logo. However I find standards of quality set by an association irrelevant to me. VHQP has never been in my intentional consideration when choosing to buy”. “VHQP is the field for corporations to perform, compete and collaborate, the youth does not play any role in its ‘market’”
  • 3. Because as a purposeful, viewpoint-driven generation, Millennials only engage and love the brand just only when they understand its essence. LACK OF RELEVANT COMMUNICATION LEADS THE BRAND OF VIETNAMESE HIGH-QUALITY PRODUCTS TO BE INVISIBLE TO THE YOUTH. Draw huge attention among the youth after creating new attributes for VHQP that are relevant to them.
  • 4. • Change Generation, who are Millennials (1985 - 1995) and Early Gen Z (1996 - 2000) - accounts for 35% of the population of Vietnam. • Location: Megacities in Vietnam • Born, raised and witnessed a transforming age of the nation. • Have senses of purpose in life, conscious and idealistic. THE CHANGE GENERATION: THE CHANGE GENERATION:
  • 5. Born and raised in the stage of transformation, Vietnamese Millennials has constantly witnessed changes and innovation. Truly understand the power of their voices, they actively trying to make change in the community, turn it into a better place.
  • 6. Vietnamese Change Generation is effortless in their approach to prove their changes with the whole world and expects brands to represent a credible view of how young, progressive Vietnam is in every aspects
  • 7. Rather than stuff, they want experience Rather than extravagance, they seek authenticity And rather than hierarchy, they value community. The definition of ‘High Quality’ is changing. In the past, “high quality” used to be all about function, stability. Now, modern consumers, like the millennial generation, have begun to see the traditional concept of ‘quality’ no longer is a key determinant. Enduring is overrated.
  • 8. VIETNAMESE CHANGE GENERATION The views of Vietnamese Change Generation are critical, they favor brands that are aligned with their values, fulfilling their experience, giving back to the community; and avoid those that do not. VIETNAMESE HIGH QUALITY PRODUCTS VHQP promises a mission of embracing Vietnamese values and provides High quality products “made in Vietnam”. Besides the story of quality, VHQP has never focused on exploring the emotional aspect of target audience. Bridge the gap by starting communication with the Youth through more powerful stories related to them: “INNOVATED IN VIETNAM”
  • 9. To create deeper connections with specific audiences through a process of careful fragmentation by crafted messages. *Not tapping into the whole picture, we choose to approach without repositioning the brand Vietnamese High Quality Products. We choose to build stronger bonds with newly specific niche audience group to create momentum for master brand to be explored. A purposeful generation seeking for innovative values, they are at the stage of transformation, they are more positive with a stronger belief in a better future of their community. Developing sub brand “VIETNAMESE HIGH QUALITY PRODUCTS: INNOVATION STANDARD” that embraces Vietnamese brands that share the same values of innovation to meet the Change Generation, connect their perceptions towards the master brand VHQP.
  • 11. INNOVATION FOR VIETNAMESE CHANGE GENERATION INNOVATED IN VIETNAM “Innovation for fulfilling experiences of progressive Vietnamese Millennials” RTB A standard system defined through which encourages Vietnamese businesses apply constant innovation, in order for VHQP to meet the critical demands of potential Millennial audiences.
  • 12. THE QUALITY THE TOUCHPOINT THE MESSAGE There are three elements create the new concept of VHQP BREAKTHROUGH STANDARD: The quality, the experience and the message.
  • 13. Innovation is not easy. But those brands are doing well. They have been constantly changing, integrating messages connected to the Young Vietnamese Generation, representing a progressive, better Vietnam.
  • 14. Immediately grab attention of the Change Generation by powerful stories that are relevant to them. The story of INNOVATION. 84% of consumers say it is very important that the company they purchase product from is innovative 56% believe that emotional message conveying the function of the new product are most successful 1 Recruit more young brands who are sharing the same values of innovation, by that motivate traditional brands to make changes. Empower master brand Vietnamese High Quality Product Association. 2
  • 16. Idea: INNOVATION FOR CHANGE GENERATION OBJECTIVE Raise awareness among Target Audiences of the sub-brand and its attributes Engage with the Youth to spread out impacts of new standard on businesses MESSAGE We strive for innovation to fulfill your experiences by embracing what you value We are listening to you to find out and appreciate innovative brands KEY ACTIVITIES Ecommerce launch, TVC, Activation Innovative brand nomination award SUPPORTING TACTICS Social, PR, KOLs, Ads
  • 17. Digitalized the sub brand VHQP by taking it on E-commerce channels, at the same time, the visibility of VHQP related to the youth will be increased by setting up in convenient stores. A new touchpoint delivering Youth-related messages that aims to fulfill experiences of the young audiences.
  • 18. Focused on making the sub brand visible to the Youth, the category of “Innovative Vietnamese High Quality Product” will be introduced on Sendo.
  • 19. Specific collection regarding innovative values will be featured periodically. Youth can feel it more relevant to them thanks to big data on digital behaviors, collections will be recommended that fits their personality.
  • 20. At the same time, to help the Youth easily experience what they are online connected, the visibility of Innovative VHQP will be increased by setting up in convenient stores. Especially, whenever there is an occasion, the shelves will be customized for themes, clearly tapping in the messages that receive supports from the Youth, such as Earth Hour, Pride Month,...
  • 21. The best way to create more engagement, to highlight and leverage the value of sub brand Innovative Vietnamese High Quality Product is letting youth express their feeling, raise their voices of supporting local brands they love. To clarify the audience perceived values & motivate businesses to make changes, there will be a nomination form for the Youth, showing their appreciation and celebration.