The document discusses brand positioning strategies for insurance and food delivery categories. It analyzes key category drivers and how brands tap into them with their products and supplemental features. The brands' positioning, promises, ideas and communication strategies are defined. It is noted that differentiation and coherence between positioning and communication is important for brands.
Young Marketers Elite 8 - Assignment 1 - Team 4Phuong Thao Do
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
The goal is to craft insights, ideas, and executions at different brand levels through a deep understanding of consumers to build each brand in the long term.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
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 - DatingExpertsUyen Nguyen
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 Elite 7 - Assignment 2.1 - Phương Anh - Minh Huy - Ngọc Nhơn ...XuanAnMai1
1) The document discusses insights related to marketing strategies for various brands and products in Vietnam.
2) It identifies consumer insights such as young people wanting a beer that can be enjoyed across occasions, and the importance of connecting with neighbors during Tet.
3) The summaries propose marketing messages and campaigns centered around these insights, such as promoting Heineken Silver as a beer that is "light but bold" and can be enjoyed in many situations, and a Coca-Cola campaign emphasizing connecting with neighbors during Tet.
GoFood targets people with barriers to daily meals by offering a simple food delivery application. It positions itself as providing seamless technological experiences to meet daily needs through categorizing foods by location and highlighting affordable packages. This allows customers to easily find meals while supporting local restaurants.
Young Marketers Elite 3 Graduation Presentation - Ôi, Ra Rồi!Giang Nguyễn
This document discusses plans for improving retention and usage of the MOMO e-wallet app in Vietnam. It identifies low retention and underdeveloped ecosystem as key issues. The proposed solutions include building an ecosystem to make MOMO more convenient and accessible, establishing a unique positioning to drive frequent usage, and developing new features like micro-credit, daily payment management, and recommendations. A marketing campaign is outlined to introduce these new features and target young urban users experiencing "month end mare" or the stress of lacking money at the end of the month. The goal is to attract 10 million users and 3 million active users utilizing the new micro-credit function.
Young Marketers Graduation - Lavifood - Nhóm 2Giang Nguyễn
The document proposes an executive strategy for Lavifood's WE Juice brand. It identifies the juice category as an opportunity for growth. The strategy is to position WE Juice as a healthy juice with outstanding vibrant tastes of ripe fruits that can transition consumers from unhealthy soft drinks to juice. The target audience is health conscious Millennial and Gen Z in urban areas who see healthy lifestyles as boring but want dynamic experiences. The brand proposition is to fuel vibrant healthy lifestyles with the vibrant flavors of ripe fruits captured through optimal farm-to-bottle processing. The marketing plan involves communicating and activating around the themes of vibrant tastes and vibrant lifestyles.
Young Marketers Elite 8 - Assignment 1 - Team 4Phuong Thao Do
This document provides examples of brand insights, positioning, and campaign ideas for three brands - Larue beer, True Milk, and Viettel telecommunications.
For each brand, it outlines the brand, consumer, and category truths. It then derives a brand insight and identifies a brand big idea and communication idea to translate the positioning. Finally, it proposes campaign ideas that resonate with consumers and link back to the brand essence.
The goal is to craft insights, ideas, and executions at different brand levels through a deep understanding of consumers to build each brand in the long term.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
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 - DatingExpertsUyen Nguyen
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 Elite 7 - Assignment 2.1 - Phương Anh - Minh Huy - Ngọc Nhơn ...XuanAnMai1
1) The document discusses insights related to marketing strategies for various brands and products in Vietnam.
2) It identifies consumer insights such as young people wanting a beer that can be enjoyed across occasions, and the importance of connecting with neighbors during Tet.
3) The summaries propose marketing messages and campaigns centered around these insights, such as promoting Heineken Silver as a beer that is "light but bold" and can be enjoyed in many situations, and a Coca-Cola campaign emphasizing connecting with neighbors during Tet.
GoFood targets people with barriers to daily meals by offering a simple food delivery application. It positions itself as providing seamless technological experiences to meet daily needs through categorizing foods by location and highlighting affordable packages. This allows customers to easily find meals while supporting local restaurants.
Young Marketers Elite 3 Graduation Presentation - Ôi, Ra Rồi!Giang Nguyễn
This document discusses plans for improving retention and usage of the MOMO e-wallet app in Vietnam. It identifies low retention and underdeveloped ecosystem as key issues. The proposed solutions include building an ecosystem to make MOMO more convenient and accessible, establishing a unique positioning to drive frequent usage, and developing new features like micro-credit, daily payment management, and recommendations. A marketing campaign is outlined to introduce these new features and target young urban users experiencing "month end mare" or the stress of lacking money at the end of the month. The goal is to attract 10 million users and 3 million active users utilizing the new micro-credit function.
Young Marketers Graduation - Lavifood - Nhóm 2Giang Nguyễn
The document proposes an executive strategy for Lavifood's WE Juice brand. It identifies the juice category as an opportunity for growth. The strategy is to position WE Juice as a healthy juice with outstanding vibrant tastes of ripe fruits that can transition consumers from unhealthy soft drinks to juice. The target audience is health conscious Millennial and Gen Z in urban areas who see healthy lifestyles as boring but want dynamic experiences. The brand proposition is to fuel vibrant healthy lifestyles with the vibrant flavors of ripe fruits captured through optimal farm-to-bottle processing. The marketing plan involves communicating and activating around the themes of vibrant tastes and vibrant lifestyles.
Young Marketers Elite 8 | Assignment 1.1 | Team 2: Nhã Đình, Quốc Tuấn, Ny Ng...Quang Vinh Pham
This document contains examples of brand positioning, brand ideas, and brand communication ideas for several Vietnamese brands along with the underlying consumer insights. For Vietnam Airlines, the brand positioning positions it as the national carrier representing Vietnam. The underlying insights note how Vietnamese people once felt proud to have their own airline and now see it as a sign the country has developed. For the soy milk brand Fami, the brand positioning positions it as an affordable and nutritious alternative dairy solution for families. The underlying insights note people are looking for economical and healthy options for their families. For the children's art brand Colokit, the brand positioning positions it as an art toolkit that enables children to learn through creativity. The underlying insights note parents seek play
Young Marketers Elite Development 6 Brand Positioning_BUI Huy HoangHoang BUI
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
The document proposes a campaign to raise awareness of tuong (Vietnamese theater) among young people and preserve this traditional art form. It involves creating an interactive "Saving Vietnam" platform and app to track time spent watching tuong performances and complete daily challenges. Users would earn points (V-coins) to receive prizes from partner brands. The campaign would use digital ads, VR experiences at cafes, and influencer marketing to engage young audiences and make tuong culturally relevant to them again. The goal is to have at least 2 million young people aware of the campaign and 20% showing interest in learning more about tuong.
Young Marketers Elite 8 - Assignment 2 - Thành Đạt, Hà Linh, Nguyệt Hà, Chươn...Nguyet Ha
This document introduces 4 superhero insurance brands called INSURAVENGERS. Manulife is presented as the hero who has the power of forecasting the future. His target audience is ambitious adults who set goals. Manulife's positioning is as the insurance that helps achieve goals more easily by planning for the future. His brand idea is FUTURE PLANNER. Manulife's brand promise is to provide a stable future and encourage moving ahead despite challenges. Communication ideas focus on achieving goals and moving forward. Manulife's product uses future prediction to cover risks and help reach goals, and has an app to encourage daily activities to achieve big goals.
Young Marketers Graduation - Lavifood - Nhóm 1Giang Nguyễn
LaviFood plans to launch a fruit juice and dried fruits business in Vietnam with the goals of reaching 300 billion VND in revenue in the first year, 500 billion VND in the second year, and 1,000 billion VND in the third year. The document discusses focusing on the fruit juice category, analyzing competitors in the 100% fruit juice and juice drink segments, and outlining plans for brand positioning, product concepts, packaging, pricing, and distribution channels to establish LaviFood as a leader in the premium fruit juice market.
Young Marketers 10 - Final Report - Nguyễn Thị XuânPhong Lê
(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder.
Young Marketers - Building future purposeful marketing leaders since 2013
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Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.
The document outlines a marketing campaign by Bloomer to address quarter-life crises among Vietnamese youth aged 16-25. The campaign will use challenges completed with celebrity companions on the Bloomer app to motivate and prepare youth as they step out of their comfort zones. It provides campaign objectives, target demographics, messaging, tactics and expected key performance indicators over three phases from July to September. The goal is to increase awareness, engagement, downloads and in-app purchases for the Bloomer app by offering solutions and social support for quarter-life crises.
Young Marketers Graduation - Canifa Repositioning - Nhóm 2Giang Nguyễn
The document outlines a graduation assignment for a marketing program to achieve aggressive revenue and market share goals for a Vietnamese fashion brand called Canifa. By 2022, the goal is to generate 2,500 billion VND in revenue. From 2024-2026, the aim is to capture 30% of the ready-to-wear fashion market for families in Vietnam. The brief performs an audit of Canifa's brand, competitors, customers and proposes a new brand idea and positioning centered around ultimate comfort and removing worthless discomforts from everyday routines to embrace enjoyment.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh ThùyChinsu Vuong
The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
Young Marketers Graduation - Lavifood - Nhóm 3Giang Nguyễn
LaviFood enters the Vietnamese juice market with a focus on health-oriented products using a "preserved freshness" proposition. It communicates messages around "maximizing nutrition" and using nutrition "for health purposes." The brand primarily relies on key accounts for revenue but seeks to expand distribution efficiently to other channels by understanding consumers. WeTươi has an opportunity to position its WeReal and WeLove juice brands in the growing health solution juice segment by leveraging its fruit mix offerings and communicating the health benefits those mixes provide to consumers. Its fruit mixes can help address the needs of busy urban consumers in their 20s-30s who want to pursue healthier lifestyles but find their hectic lives hold them back
Young Marketers Graduation - Canifa Repositioning - Nhóm 3Giang Nguyễn
Vietnam's apparel market is forecasted to grow annually at 8.7% through 2023. Canifa is currently a top Vietnamese fashion brand, generating over 1 billion VND in revenue annually, but faces threats from international brands entering the mass market segment. To achieve its goals of doubling revenue and gaining 30% market share by 2022, Canifa must find ways to penetrate the growing middle class market and recruit new users while maintaining current customers.
Young Marketers Graduation - Canifa Repositioning - Nhóm 5Giang Nguyễn
The document discusses the ready-to-wear fashion market for families in Vietnam. It provides information on market size, growth rates, key players, and Canifa's current position as the number two brand. Canifa's business is dependent on seasonal factors. The document then analyzes opportunities for Canifa to target the comfortable fashion segment and position itself as a leading brand for affordable, comfortable family wear. It outlines a brand idea of helping mothers easily make everyday life better for their families through affordable yet high-quality clothing.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
Dr. Tendai Mhizha has over 25 years of experience in marketing, branding, and market research. She has worked for several large companies and founded her own market research agency. She is now the head of innovation and growth at Insight Redefini.
The role of advertising has evolved from simply communicating product information to consumers, to engaging consumers and co-creating value through two-way communication. Successful brands understand consumers' universal needs and changing behaviors, and position themselves consistently to build trust over time. Effective marketing requires an integrated approach that brings together different communication modes to raise awareness, knowledge, interest, and loyalty at each stage of the consumer journey.
Young Marketers Elite 8 | Assignment 1.1 | Team 2: Nhã Đình, Quốc Tuấn, Ny Ng...Quang Vinh Pham
This document contains examples of brand positioning, brand ideas, and brand communication ideas for several Vietnamese brands along with the underlying consumer insights. For Vietnam Airlines, the brand positioning positions it as the national carrier representing Vietnam. The underlying insights note how Vietnamese people once felt proud to have their own airline and now see it as a sign the country has developed. For the soy milk brand Fami, the brand positioning positions it as an affordable and nutritious alternative dairy solution for families. The underlying insights note people are looking for economical and healthy options for their families. For the children's art brand Colokit, the brand positioning positions it as an art toolkit that enables children to learn through creativity. The underlying insights note parents seek play
Young Marketers Elite Development 6 Brand Positioning_BUI Huy HoangHoang BUI
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
The document proposes a campaign to raise awareness of tuong (Vietnamese theater) among young people and preserve this traditional art form. It involves creating an interactive "Saving Vietnam" platform and app to track time spent watching tuong performances and complete daily challenges. Users would earn points (V-coins) to receive prizes from partner brands. The campaign would use digital ads, VR experiences at cafes, and influencer marketing to engage young audiences and make tuong culturally relevant to them again. The goal is to have at least 2 million young people aware of the campaign and 20% showing interest in learning more about tuong.
Young Marketers Elite 8 - Assignment 2 - Thành Đạt, Hà Linh, Nguyệt Hà, Chươn...Nguyet Ha
This document introduces 4 superhero insurance brands called INSURAVENGERS. Manulife is presented as the hero who has the power of forecasting the future. His target audience is ambitious adults who set goals. Manulife's positioning is as the insurance that helps achieve goals more easily by planning for the future. His brand idea is FUTURE PLANNER. Manulife's brand promise is to provide a stable future and encourage moving ahead despite challenges. Communication ideas focus on achieving goals and moving forward. Manulife's product uses future prediction to cover risks and help reach goals, and has an app to encourage daily activities to achieve big goals.
Young Marketers Graduation - Lavifood - Nhóm 1Giang Nguyễn
LaviFood plans to launch a fruit juice and dried fruits business in Vietnam with the goals of reaching 300 billion VND in revenue in the first year, 500 billion VND in the second year, and 1,000 billion VND in the third year. The document discusses focusing on the fruit juice category, analyzing competitors in the 100% fruit juice and juice drink segments, and outlining plans for brand positioning, product concepts, packaging, pricing, and distribution channels to establish LaviFood as a leader in the premium fruit juice market.
Young Marketers 10 - Final Report - Nguyễn Thị XuânPhong Lê
(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder.
Young Marketers - Building future purposeful marketing leaders since 2013
------
Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.
The document outlines a marketing campaign by Bloomer to address quarter-life crises among Vietnamese youth aged 16-25. The campaign will use challenges completed with celebrity companions on the Bloomer app to motivate and prepare youth as they step out of their comfort zones. It provides campaign objectives, target demographics, messaging, tactics and expected key performance indicators over three phases from July to September. The goal is to increase awareness, engagement, downloads and in-app purchases for the Bloomer app by offering solutions and social support for quarter-life crises.
Young Marketers Graduation - Canifa Repositioning - Nhóm 2Giang Nguyễn
The document outlines a graduation assignment for a marketing program to achieve aggressive revenue and market share goals for a Vietnamese fashion brand called Canifa. By 2022, the goal is to generate 2,500 billion VND in revenue. From 2024-2026, the aim is to capture 30% of the ready-to-wear fashion market for families in Vietnam. The brief performs an audit of Canifa's brand, competitors, customers and proposes a new brand idea and positioning centered around ultimate comfort and removing worthless discomforts from everyday routines to embrace enjoyment.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh ThùyChinsu Vuong
The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
Young Marketers Graduation - Lavifood - Nhóm 3Giang Nguyễn
LaviFood enters the Vietnamese juice market with a focus on health-oriented products using a "preserved freshness" proposition. It communicates messages around "maximizing nutrition" and using nutrition "for health purposes." The brand primarily relies on key accounts for revenue but seeks to expand distribution efficiently to other channels by understanding consumers. WeTươi has an opportunity to position its WeReal and WeLove juice brands in the growing health solution juice segment by leveraging its fruit mix offerings and communicating the health benefits those mixes provide to consumers. Its fruit mixes can help address the needs of busy urban consumers in their 20s-30s who want to pursue healthier lifestyles but find their hectic lives hold them back
Young Marketers Graduation - Canifa Repositioning - Nhóm 3Giang Nguyễn
Vietnam's apparel market is forecasted to grow annually at 8.7% through 2023. Canifa is currently a top Vietnamese fashion brand, generating over 1 billion VND in revenue annually, but faces threats from international brands entering the mass market segment. To achieve its goals of doubling revenue and gaining 30% market share by 2022, Canifa must find ways to penetrate the growing middle class market and recruit new users while maintaining current customers.
Young Marketers Graduation - Canifa Repositioning - Nhóm 5Giang Nguyễn
The document discusses the ready-to-wear fashion market for families in Vietnam. It provides information on market size, growth rates, key players, and Canifa's current position as the number two brand. Canifa's business is dependent on seasonal factors. The document then analyzes opportunities for Canifa to target the comfortable fashion segment and position itself as a leading brand for affordable, comfortable family wear. It outlines a brand idea of helping mothers easily make everyday life better for their families through affordable yet high-quality clothing.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
Dr. Tendai Mhizha has over 25 years of experience in marketing, branding, and market research. She has worked for several large companies and founded her own market research agency. She is now the head of innovation and growth at Insight Redefini.
The role of advertising has evolved from simply communicating product information to consumers, to engaging consumers and co-creating value through two-way communication. Successful brands understand consumers' universal needs and changing behaviors, and position themselves consistently to build trust over time. Effective marketing requires an integrated approach that brings together different communication modes to raise awareness, knowledge, interest, and loyalty at each stage of the consumer journey.
The document discusses reverse engineering brand strategies for 8 insurance and food delivery brands in Vietnam. It provides templates for analyzing a brand's positioning, idea, promise, and communication idea. For each brand component, it gives the definition and key parts to analyze. The document then analyzes the branding strategies of 8 insurance brands (Generali, Manulife, Prudential, FWD) and food delivery brands (Now, GoFood, GrabFood, Baemin) based on the templates provided.
AM COMPANY PROFILE NEW 2017 NEW SML.PDFDawn Tlhapane
This document provides an overview of African Mediums Advertising (Pty) Ltd, a South African advertising agency. It includes their contact information and offices in Durban, Johannesburg, and Cape Town. It then outlines their services, which include branding, graphic design, media planning, printing, signage and more. It describes their values like client satisfaction, quality work, and empowering employees. It also lists the qualifications and memberships they have attained.
Young marketers elite 4 assignment 1.2 quang huy, lan chi, minh trang, quỳnh...Quang Huy Vo
1. The document discusses different ways for brands to connect with consumers by providing usefulness, substance, significance, and value.
2. It provides examples of how brands like Vietjet Air, Sensodyne, Knorr, and Dove deliver these through their products, promotions, and campaigns to meet consumer needs.
3. Connecting through meaning involves inspiring a sense of what consumers desire to be and creating a movement towards this shared purpose. Apple is used as an example of a brand that makes technology simple so everyone can feel smarter.
* Team 2:
Đinh Ngọc Gia Bảo
Võ Đình Đình
Bùi Ngọc Thanh Ngân
Bùi Thị Kim Oanh
Đặng Trang Đan Phương
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What is brand?
What is marketing?
What are the roles of marketing and brand in business? (At least 2 examples of specific brands)
What are the roles of marketing and brand in personal life? (Each student gives example)
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> Homework for Week 1 <
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnGiang Nguyễn
This document discusses brand positioning and communication. It begins by defining consumer insight, market research, and brand positioning. It then provides examples of how to develop a brand key and formulate an effective brand positioning statement. The document also discusses various methods for generating brand communication ideas, such as leveraging common interests or insights. It emphasizes that integrated brand communication should be focused on a single idea, utilize multiple touchpoints, and exploit ideas across appropriate channels to meet objectives.
Content tips for health and wellness brandsEmily Hubbell
The health and wellness industry is booming—and so is content marketing. Discover the latest developments in the health and wellness industry, key content challenges for health and wellness brands, and quick steps for mapping your customer's journey. Created by Em Writes, a content agency specializing in custom content and strategy for health, wellness and tech trailblazers. Learn more at em-writes.com.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
Lisa Marie Wark presented on social media's role in building a dental practice brand. She discussed what a brand is, the importance of brands, and attributes of a strong brand. Wark explained the difference between traditional and social media, defining social media as interactive dialogue rather than one-way communication. She emphasized that patients are looking for practices online and listed popular social media platforms for dental practices, including blogging, Facebook, LinkedIn, YouTube and Google+. Wark stressed developing an authentic personal brand and building loyalty through consistent engagement on social media.
This document provides an overview of business-to-consumer (B2C) sales training. It begins by defining B2C sales and comparing them to B2B sales. Key differences are that B2C benefits from a larger customer base but B2B involves longer sales cycles. The document then covers understanding customers through buyer personas and customer journey mapping. It outlines the customer journey from awareness to post-purchase support. Other sections provide overviews of essential sales skills like communication, rapport building, product knowledge, sales processes and techniques, overcoming objections, and using technology in B2C sales.
This document discusses various aspects of media used for advertising, including definitions of different types of media (e.g. television, radio, newspapers, magazines), goals of using media, categories of media, and advantages and disadvantages of different media types. It also covers topics like media mix, effective communication strategies, understanding audiences, and the five stages of consumer adoption process.
Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh ThyKhanh Nguyên
The document discusses integrated brand communication, outlining key elements like having a single brand communication idea that is executed consistently across channels to meet objectives. It provides examples of how to structure an effective brand brief, including focusing on the target consumer, key message, and approved channels. The document also examines what makes for great creative ideas, such as ones based on insights that attract attention and are intrinsically branded to the core concept.
A brand is defined as a set of promises that link a product to customers and assure them of consistent quality and superior value. The document examines various aspects of strong brands including the world's most valuable brands, how brands create shareholder value, and what makes brands immortal. It discusses brand genetics and how successful brands adapt to changes while maintaining their core identity, like natural species. Key aspects of a brand's genetic code are identified such as benefits, positioning, personality, mission, vision, and values. The brand communication model is presented which is driven by the brand's genetic code.
This document introduces a brand consultancy that focuses on digital and creative marketing strategies. They aim to provide communication that flows seamlessly across consumers' lives by integrating digital and traditional media. They do not follow rigid processes and aim to creatively solve problems for clients. Their goal is to have happy clients, employees, and themselves. The consultancy believes that marketing needs to change for the new digital age where consumers are exposed to many messages across different platforms. They focus on using insights to create memorable campaigns that integrate across consumers' lives rather than focusing on individual media. Their strategies aim to make brands worth talking about through useful, fun, or interesting content.
This document provides an analysis of the packaged juices market in India and a marketing strategy for a new coconut juice product. It begins by outlining the key competitors in the market led by Dabur with a 55% share and PepsiCo with 30%. It then discusses market segmentation based on geographic, demographic, psychographic, and behavioral factors. The target market is identified as all divisions, ages 10-50, males and females from middle to upper classes. Product positioning focuses on quality, reliability and reasonable price. The marketing mix discusses high quality product standards, penetration pricing, intensive distribution nationwide, and promotional strategies including advertising, sales centers, and sponsoring events. Celebrity endorsement is considered with Alia Bhatt cited for her
The document discusses consumer engagement marketing strategies for several Unilever brands in Bangladesh. It explains that consumer engagement marketing aims to actively involve consumers in co-creating marketing programs and developing long-term relationships with brands. Some key strategies discussed include establishing a clear brand voice, finding relevant engagement platforms aligned with brand purpose, and keeping consumer engagement at the core. Several Unilever brand engagement platforms are described, such as Clear Men's Football Tournament, Lux Superstar, and TRESemme Fashion Week, and how they aim to build brand equity and connect with target audiences. Current challenges for some brands like Surf Excel, Clear, Pepsodent, and Vaseline are also outlined.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
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List of Services offered in Digital Marketing |Techvolt Software :
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4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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With Regards
Gokila digital marketer
Coimbatore
1. ELITE 8 – TEAM 4
ASSIGNMENT 2
Nguyên – Khải – Thảo – Long - Thou
2. 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
3. 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
4. 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
5. 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
8. 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%
9. 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
10. 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
11. 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
12. 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.
13. 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 ”
14. 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
15. 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”
16. 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
17. 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.”
18. 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
19. 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”
20. 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
21. 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
23. 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.
24. 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
25. 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
26. 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
27. 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
28. 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
29. 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
30. 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.”
31. 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
32. 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.”
33. 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
34. 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.”
35. 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!
36. 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.