Yến Anh - Minh Trang - Lan Chi - Công Dũng

1. STRATEGIC BRANDING PROCESS
Yến Anh | Lan Chi | Công Dũng | Minh Trang
Assignment 2.1

2. AGENDA
UNDERSTANDING THE BRANDING PROCESS
THE RIGHT STRATEGIC BRANDING PROCESS
BRANDING PROCESS OF KNORR

3. UNDERSTANDING THE BRANDING PROCESS
Extract Explicit Short-
and Long-Term
Business Goals as
Drivers of Brand Vision
Conduct Key
Stakeholder
Analysis to
Capture
Implicit Brand
Requirements
Develop Customer
Needs–Driven
Segmentation with
Perspectives on
Competition and
Segment Economics
Develop a
Brand Vision
Linked to the
Corporate or
Business Unit
Business
Strategy
Develop
a Brand
Promise
Develop a
Brand
Identity
System
Develop a
Brand
Narrative
Develop a
Brand
Personality
Develop
Brand
Positioning
Translate Brand
Promise into
Customer
Experience Design
Derive drivers of
Brand Vision from
Business Strategies
in order to develop
a meaningful
brand strategy.
Identify and win over key
people to support the
brandingproject.
Therefore, it can gain
supporting resource when
needed and its quality is
well-shaped at the
beginning
Analyse market potentials,
competitors and target
consumers
Craft the relevant, big
picture of where the brand
want to be in long-term in
order to support corporate
strategy from itputs in
previous steps. This step wil
set the direction for brand
development.
Humanize the vision and
mission of corporate
and brand to connect
with customers by
making a promise.
Define where the brand
will place in mind of
target consumer in the
presence of competitors
Define a set of human
characteristics that will
be attributed to brand
to which consumer
can relate
Initiate a story of brand
to create a long-lasting
experience with
consumer, in order to
create brand loyalty.
Build up a set of visual
opponents to consistently
and coherently deliver
your brand.
Map the journey of
consumer with brand.

4. A LOOK INTO THE PROCESS...

5. Planning start with the FUTURE
(business goals, brand vision)
The brand strategy start with
the NOW (where we are know,
what we are having, how we
have had it)
Conduct Key Stakeholder Analysis to
Capture Implicit Brand Requirements1
#1 “A brand strategy
is not consequence
of planning, but the
start of it”

6. Ø What is our company famous for?
Ø What resources do we have and not have?
Ø What is our category backbone and core ‘must
win’ category?
Ø What is our brand’s value to consumers?
Ø Where can the brand’s advantage be leveraged
to drive growth?
Conduct Key Stakeholder Analysis to
Capture Implicit Brand Requirements
#2 Know what we
are building on
before we build
something
IF NOT, it can lead to unrealistic objectives we
cannot achieve, or the vision not single-minded with
the brand/company heritage.
1

7. Ø Category SVPs: understanding most about the
category, will point out which playground we can
tap into, which are opportunities and riskes of the
categories…
Ø Finance audit
Ø Channel audit
Ø HR
Ø Communication review
Ø …
Conduct Key Stakeholder Analysis to
Capture Implicit Brand Requirements
#3 The analysis
conducted by
internal
stakeholders
The issues and opportunities shown through the audit
are implicit brand requirements – what we can do
and what we have to face
1

8. CURRENT FLOW OF THE STEPS:
1- Where we want to be (Business goals and Brand Vision)
2- Where we are now (Implicit Brand Requirements)
3- How can we get there (Developed Brand Vision, Brand Equity, Brand Narrative,…)
CORRECTED FLOW OF THE STEPS:
1- Where we are now (Implicit Brand Requirements)
2- Where we want to be (Business goals and Brand Vision)
3- How can we get there (Developed Brand Vision, Brand Equity, Brand Narrative,…)

9. AN EXAMPLE OF KNORR

10. CONDUCT KEY STAKEHOLDER ANALYSIS TO
CAPTURE IMPLICIT BRAND REQUIREMENTS1
Identify key stakeholders
CEO, CFO, VP Brand, VP Marketing,
VP Finance, VP Operations,…
Ex: Category SVPs identify the unmet need for ready-to-use seasoning sauce –
Opportunity
The market research carried by agency shows that the market is low in
demand – Issue => How to awake the need to earn high penetration rate?
Identify their range of power, interest and intent
Identify their requirements
Work out how to meet their requirements
to win their support

11. EXTRACT EXPLICIT SHORTAND LONG-TERM BUSINESS
GOALS AS DRIVERS OF BRAND VISION2
Business goals
SALES AND REVENUE
(N/A)
SHARE
Short-term: Highest share in the category
AWARENESS
70% TOM awareness, 1 in first 3 brands in the
category
BRAND VISION
The no.1 brand in the seasoning
category by providing the first
full-flavor seasoning product

12. DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH
PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS3
MARKET OVERVIEW
ECONOMIC
CONTEXT
- Vietnam population: >80mil,
increases by 1.3%/year
- GDP per capita increases from 480
USD/year (2004) to 1024 USD/year
(2008)
SOCIAL CONTEXT
- Traditionally, Vietnamese women
regarded to play the important role
of home cook
- Women are raising their status and
stand in the society, but they do not
forget thr role to cook tasty and
nutritious meals for
her husband and children
CATEGORY AND
COMPETITION
- The demand for marinade in family
meals in Vietnam is enormous,
specifically 30 mil litres of soup per day,
14 mil stew dishes, 18 mil dishes of
fried/stir-fried in the weekend” (Nielsen)
- VNese woman’s daily cooking
repertoire consisted of basic, one-
dimensional seasoning products
– salt, sugar, pepper, bot
canh and MSG.
THERE IS CHANCE FOR SEASONING PRODUCT WITH
ROUNDED FLAVOR TO GET IN VIETNAMESE WOMEN’ COOKING.

13. CONSUMER | VIETNAMESE HOME COOK
WOMEN
Her attitude
Instead of defying, she learns to embrace her
home cook role under her context
WHY?
Because the love for her husband and child is
unconditional, and cooking is one of the important
ways she expresses her love for her beloved ones.
THERE IS CHANCE FOR SEASONING
PRODUCT TALKING TO VIETNAMESE
COOKING-EMBRACING WOMEN
ABOUT QUALITY MEALS
WITH LESS EFFORT
SEGMENT - Vietnamese women, 22-45 y/o, married and working
- Personality: care-giving, inspirational, joyful
- Attitude: Mums who see cooking as a pleasure not a burden, and food is
a key part of their desire to please the ones they love.
NIL LOW MEDIUM HIGH
Woman defying their
home cook role
because of its pressure
Women accepting
their role as a
responsibility
Traditional women
embracing cooking,
stick to traditional
seasoning products
Women embracing
cooking, looking for
better and easier
approach to cooking
Cooking Embracers
DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH
PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS3

14. CONSUMER NEEDS
In the society, being a good home cook is the
first thing defining a clever woman (“Cong” in
Cong-Dung-Ngon-Hanh). They are under the
invisible pressure to be a good wife and good
mom in showing their great cooking skill.
Under the position of a wife and mother, they
not only care about the flavor but also the
nutrition for the proper health and growth of
family members..
Vietnamese women are increasingly
strengthening their status in the society, they
have to spend more time to improve and care
for themselves.
THERE IS AN UNREALIZED NEED FOR…
Something that helps their cooking be tasty
and high-quality
Something that not only boosts the flavor for
the tongue but also provides enough nutrition
for the body
Something that reduces the time and effort
they spend on cooking
THERE IS CHANCE FOR SEASONING PRODUCT PROVIDING TASTE,
NUTRITION AND EASE IN VIETNAMESE WOMEN’ COOKING
3

15. DEVELOP BRAND PROMISE
• Vietnamese women’s daily cooking repertoire consisted of basic,
one-dimensional seasoning products – salt, sugar, pepper, bot
canh and MSG .
CONTEXT (When knorr first penetrated into vn’s market)
GOOD OPPORTUNITY FOR A HEALTHIER AND MORE
DELICIOUS ALTERNATIVE.
Knorr helps home-cooks provide natural and nutritious meals for their
families in a convenient way.
BRAND
PROMISE
• To VN women, taking care of their family especially their meals is
very important. However, it takes too much time and effort.
5

16. HOW KNORR KEEP THEIR PROMISE THROUGH SOME
IMPORTANT TIMES?
• 2001: Knorr Cooking Granules was launched on the proposition of: More
delicious, more nutritious with Chef endorsements, which helped build
credentials rapidly to gain quick consumer acceptance.
• 2009: To develop the product profile in Vietnam, Knorr Mushroom &
Seaweeds Granules (2 healthy ingredients) was developed specifically to
create the really fresh, really sweet vegetable dishes.
• 2010: Knorr Shinbone, Tenderloin & Marrow Granules was introduced with
the combination of 3 premium ingredients which guarantees the TRON VI
(rounded) taste of dishes.
• August 2010: A new product of Knorr, meal maker, was launched in order
to persuade scratch/unbranded mix users to use recipe mixes by owning
the positioning of perfect taste which guarantees for difficult-to-cook
dishes’.
• 2013: Re-launched product with added Vitamin A in collaboration with
Vietnamese National Nutrition Institute. With the new formulation, Knorr
granules guarantee not only the rounded taste (GIA VỊ HOÀN CHỈNH) of
dishes but also good benefit for the family health with the addition of
Vitamin A in order to help consumers become more aware of the
importance of micronutrients in the daily diet.
5

17. DEVELOP BRAND POSITIONING
How Knorr positions with the “natural + nutritious +
convenient” promise?
WHAT NEED FOR WHOM DIFFRENTIATED BY REASONS TO BELIEVE
All-in-one seasoning
product delivering great
taste to foods, which
helps express love.
Mainly mums who see
cooking as pleasure and
always desire to nurture
and please their loved
ones by foods.
Rounded taste of love.
Only Knorr cares as much
about the food you cook
for your loved ones as
you do.
Created by Knorr’s real
chefs by understanding
how real women cook.
Using authentic cooking
processes.
Rounded taste of love!
6

18. DEVELOP A BRAND PERSONALITY
• AUTHENTIC
• GENEROUS
Made with natural, nutritious and
sustainably sourced ingredients
ARCHETYPE: CAREGIVER / CREATOR
• INSPIRATIONAL
• JOYFUL
Inspire cooking by creating simple
smart ideas.
7

19. BRAND NARRATIVE
Initiate a story of brand to create a long-lasting experience with consumer, in order
to create brand loyalty.
FLAVOR OF HOME
Theme: For the Love of Flavour (because cooking delicious and nutritious food should be
within everyone’s reach)
Plot: story of a mother and daughter, and reveals that the greatest flavor on earth is in fact
the taste of home.
Start a story to connect emotionally with target consumers:
Cooking embracers (Mainly mums who see food as pleasure
not fuel and for whom their beloveds)
8

20. DEVELOP A BRAND IDENTITY SYSTEM
COLOURS
GREEN YELLOW
• Illustrates the natural & nutritious
attributes of product
• Highlights the inspirational &
joyful personalities of brand
• Symbolizes the generous
personality of a caregiver.
• Brings a warm feeling of a united
family meal.
Soft strokes + Italic type + Red
Symbolizes family meal: full of
love
Consistently stick to 2 primary
colours: green & yellow
Images of dishes are illustrated
attractively, naturally &
nutritiously like they are cooked
by mom.
9
LOGO PACKAGING
POSM

21. 1. Properties: sweet, smell like water of meat and bone
compact, and smell like traditional
1. PRODUCT + PACKAGE
3. Package: sightly, attracted the attention (because new product).
Design package for favorableand easy expressive insight.
- Yellow Package: attracted customer + sightly
- Design for favoable& easy for preservation: 3 layer alumiun
(not wet) => can vehicles an angle for use and next use
- Size fit with price and target audience. A little package for
saving
money (for new customer) about 100g, 200g until 500g, 1kg,
2kg
2. PRICE
Stagement price: low price. Because:
1. New product
2. Product is essential
3. Mentality: cheap and saving
4. For fit for target audience (like analyze in
part 1). => normal housewifes or VIP housewifes
can use this product
(Starting price is 7.500 VND, after that 8 years up 11.000 VND
⇒ Customer trust so Knorr add more new function and up
price)
3. PLACE
Form existing market
Traditional & market: good “hoa hồng” for seller
+ provided cushelves
=> Purposeis seller garniture a new
product in front store
Long-term Strategy
1. First when starting, Knorr realized Vietnam
economy is growing
=> Supermarket, Hypermarket, grocery store appear
more
Growing 9% (2005) up 14% (2007) and 27% (2010)
Big cities is: 15%, 24% and 37%
=> Garniture product in supermarket: Use money +
reputation
of Unilever for the best base.
Second, future tendency people is busy => they will
not buy
in market. They buy in supermarket and grocenry
store ...
Third, at this time, competition of Knorr dont strong
approach
this market.
Translate Brand Promise into
Customer Experience Design
Promotion Place
Price
Product +
Package
2. Distribution on website and online shopping
(vatgia.com – sieuthi24h.net – 2nmart.com ...)
3. Distribution near product of Unilever
2. Quality: certify of Bộ Y Tế (after that add vitamin A + nutrition)
10

22. 4. Promotion
WHY PROMOTION IS THE MOST IMPORTANT ?
(MOST IMPORTANT)
Truyền
miệng
TV Báo chí Internet Email
58 %
38 %
79 %
73 % 72 %
1. Base on research of Nielsen in 2005. In Vietnam, 60% people
trust advertisement. Ratting 8/10 country trust advertisement.
Besides, this is a table about trust in advertisement forms
2. Base on survey in big supermarket (at this time), Knorr realize
competition have same price so what product can good
promotion is the best seller
3. Knorr is a new product in Vietnam. Have good function and
reasionable price but customer dont know about that
=> mass comunication for educate for them about function
benefit.
⇒ Advertisement in TV và trial in supermarket, school, residential
(after that when internet popular, Knorr build more in digital)
WHAT TARGET IN PROMOTION ?
WHAT FORM OF PROMOTION IS GOOD ?
1. When starting
- The media: TV, radio (analyze in left table)
- Flyer, internet
- Marketing in store: trial product
- Poster in bus stop
- Promotion: bonus product
- Free packages Knorr for consumer
- Campaign: Yellow Hòa Hưng Market (Dist. 10) => impress customer
- Comunicate about Knorr save health and enviroment
2. Long-term vision
After that impress customer, Knorr have a good stagement in Vietnam
market,
Then Knorr make different promotion for complete Knorr’s strategy.
=> Good impression when starting
- Sponsoring for coocking programs in TV
- Creat good relationship with VN’s comunication (style of Unilever?)
- Event: “Knorr tôn vinh ẩm thực Việt Nam” (2007) – “Viết công thức nấu
Ăn mới với Knorr” (2009) và “Tết sum vầy cùng Knorr” (2010)
- Sponsoring protect children center, orphanage, nursing home ...
⇒ Although keep a once style but unclear so now, Knorr dont have any
impress special campaign. However, Knorr still complete this strategy
by money
Women (22 - 45) havejob, busy but still want to take care of their family
10

23. THANK YOU