Young Marketers Elite 2013 - Assignment 3.1 - Thuy Tien - Ngoc Tram

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Young Marketers Elite 2013 - Assignment 3.1 - Thuy Tien - Ngoc Tram

  1. 1. ASSIGNMENT 3.1 BRAND TASK & BRAND ESSENTIALS KHONG THI THUY TIEN & NGUYEN NGOC TRAM
  2. 2. Brand Positioning Provide what need To whom Different by Reason to believe
  3. 3. BRAND POSITIONING - EXAMPLES Brand Positioning OOLONG TEA PLUS Provide what need The lightness both mentally and physically in people’s stressful life To whom Man and women aged 18-25 mostly in cities suffering a stressful daily routine or care about health Different by Being the first bottled oolong tea in Vietnam’s market to tackle the need of lightness Reason to believe Japanese quality by a top-ranged Japanese brand (Suntory) – The natural feature of oolong tea to reduce fat and ease minds
  4. 4. Brand Singleminded Essence Scalable Intangible Essence Essence Essence Essence Essence Essence Essence Essence Essence Essence Meaningful EssenceEssence Essence EssenceEssence It’s the center of brand & defines its central nature. Sustainable Experiential Essence Essence Essence Essence Essence Essence Essence Essence Essence Unique is the shape of brand promise Essence EssenceEssence Essence Essence Essence Essence BRAND ESSENCE Authentic Consistently Delivered
  5. 5. BRAND ESSENCE - EXAMPLES TRIUMPH Different from other female underwear brand, TRIUMPH as the most premium one who have a promise to their customer for the women shape & health caring (functional benefit), especially give them emotional benefit of self-confidence – TRIUMPH is like your own tailor, who understands you the most & design things which not only fit but also indulge your self-esteem – they call it “fit you sensually”. Brand Essence: Tailor of female self-confidence AXE All of male animals, even human, have the instinct of attracting the female ones. It give him the feeling of masculinity – but mating is not easy for everyone. And AXE was born to give man (anyman, whoever you are) the power in their mating game. Brand Essence: Give guys the edge in the mating game.
  6. 6. Brand Brand Key Value belief Personality Reason To believe Essence Model Benefit Discriminator Insight Competitive Target Environment Root strength
  7. 7. BRAND KEY - EXAMPLES Brand Caring High quality Gently feminine Asia brand for Asia women High-quality product with Japan technology DIANA LIBERATE THE FERMININITY Functional: Care for women in period Emotional: To liberate femininity - Create women’s revolution by motivating them to liberate for their femininity. - Acceptable Price The society think women is the signal of lucky, and women accept wihout any respecting themselves. Fierce from strong global brands Direct: Kotex Indirect: Laurie, Whisper,… 2. - Women, ABCD - 13-50 YO Behavior & attitude: Feminine 1. Asia brand for Asia women High-quality product with Japan technology

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