Anlene is a bone health product brand from New Zealand that has been on the market for 20 years. It aims to raise awareness of osteoporosis and promotes better nutrition and exercise to prevent bone issues. Anlene has funded numerous clinical trials on bone health. Lifebuoy is a hand soap brand that aims to change handwashing behavior in developing countries to reduce child mortality from diseases. It has various product lines and promotes hygiene education programs. Lego engages both children and adults through creative play and nostalgia. While the core building block toys have remained similar, Lego also produces movies and video games to appeal to multiple generations simultaneously.

1. ASSIGNMENT
GROUP 1
PHÁT HỒ TƯỜNG VI BÁ LỤC PHAN CƯỜNG

2. Self-concept connection:
Using the brand helps consumers address a life issue, such as a need to belong or a
fear of growing old.
1
BRAND NAME: Anlene
About Brand
Because elders always have problems with
their bone, so they need Anlene to strengthen
its. On the other hand, using Anlene bring them
a fear of getting older because, the more they
use Anlene the weaker their bone are.
Why ?
Anlene has a 20-year track record as the leading bone health product in Asia. The brand’s mission is to raise
awareness of osteoporosis so people can take steps to prevent it through better nutrition and exercise. We
have conducted more than five million free bone scans across Asia and the Middle East, and partnered with
local osteoporosis societies around the world to help raise awareness of maintaining bone health. To date,
Fonterra has spent more than US$50 million on bone health research and US$15 million directly on the devel-
opment of Anlene, increasing our understanding of osteoporosis and the role of dairy in its prevention. The ex-
perts behind Anlene have funded, and been involved with 18 clinical trials relating to bone health. Anlene is
available in 17 countries across Asia, Africa and the Middle East.

3. Products concept:
Marketing (Promotion)

4. Interdependence:
Brand is inextricably woven into consumers’ daily life and routine.
2
BRAND NAME:
Lifebuoy
Why?
Because there is the fact that every family has
Lifebuoy handsoap in the toilet. We can see
that, everytime our hands are dirty or before
we have a meal, we use handsoap to clean it.
Moreover, Lifebuoy is like the monopoly firm in
the handsoap industry. So Lifebuoy is inextrica-
bly woven into consumers’ daily life and routine.

5. Product concept:
Mothers are the true experts when it comes to
their family’s health. Lifebuoy brings to you six
variants help you protect your family from the
10 infection causing germs and stay one step
ahead from them:
. Lifebuoy totalprotect
. Lifebuoy Mildcare
. Lifebuoy Naturepure
. Lifebuoy Activfresh
. Lifebuoy Vitaprotect
. Lifebuoy Moistureplus
Marketing
By 2015 the Lifebuoy brand aims to change the hygiene
behaviour of 1 Billion consumers across Asia, Africa and
Latin America, by promoting the benefits of handwash-
ing with soap at key occasions, thereby helping to
reduce respiratory infections and diarrhoeal disease,
the world’s two biggest causes of child mortality.
To achieve its goal, a new Lifebuoy Handwashing Be-
haviour Change Programme was launched in 2010, and
is being rolled out to all Lifebuoy markets. Building on
Lifebuoy’s many years of experience, this Programme
of hygiene promotion activities can be expected to
result in sustained and positive handwashing behaviour
change. Handwashing Behaviour Change Programmes
are now central to Lifebuoy plans in all countries where
the Lifebuoy brand is present, with hygiene promotion
activities fully embedded into brand activities on an
on-going basis.
Lifebuoy Handwashing Behaviour Change Programme

6. Nostalgic attachment:
Brand brings back memories either because it was used at an earlier time in life or
because it was associated with loved ones.
3
BRAND NAME: Lego BRAND FRAMEWORK:

7. Products concept:
Although Lego has been 85 years, it product
keeps their promises through their new
products. As an iconic brands, Lego is more
than just a simple product. It’s an experience.
It’s a shareable, immersive kind of fun that
spurs imagination and creativity for users
young and old — boys and girls, parents and
grandparents.
Lego is cross-generational, but not in the
sense that every generation played with
Legos when they were young — which is cer-
tainly true. Rather, Lego continues to appeal
to a generation long after that generation
has grown up. The nostalgia, a parent feels
connectedess with a child when playing with
Legos, is a uniquely powerful aspect of the
brand. It moves Legos from being a toy to
being an emotional experience.
Ninjago - 2016
Prove

8. MARKETING CAMPAGIN
2014: The Lego Movie
The movie appealed to both children and adults: "The
kids want to play with the toys, while the adults connect
with the universal message of the film - which is that it’s
important to always have an imagination, no matter
what age you are," wrote Pablo Smithson for The
Guardian.
It’s a huge success that became the hallmark of Lego's
content marketing efforts. It was a box office hit and
became the first film of that year to make $400 million
globally.
However children is main target customer, their parent
are happy to watch the movie with them in cinema.
Lego has not changed much in the material of product
but it builds up its brand in every aspects that are
always included creation and innovation.

9. Love and passion:
Consumers feel affection/passion for the products and may experience separation
anxiety if it’s not available.
4
BRAND NAME: Budweiser BRAND PROMISE:
As the “Kings of Beers”, Budweiser deliever
to customers a masterpiece among beer
products, which is different comparing with
other brands even in every steps of manu-
facturing, so as to fulfil the joyfulness of
customer
BRAND PERSONALITY:
Premium Joyful Luxury
Prove

10. Products concept:
The beer:
Have brewed beer recipe for more than
200 years
Bottle Packaging:
The Budweiser bottle has remained rela-
tively unchanged since its introduction in
1876. The top label is red and currently
reads "Budweiser". The top of the main
label is red with a white banner with a
pledge on it.
Can Packaging:
Red, white, and gold color scheme; new
bow-tie design with much more modern
appearance
Always be the top premium beer

11. MARKETING CAMPAGIN
EDM Program #samesameBuddiffrent
EDM concert

12. Commitment:5
Consumers stick with the product through good or bad times either in his or her life
style or in the product’s life cycle.
BRAND NAME: McDonalds About Brand:
McDonalds is known as a most famous
brand in Fastfood industry. In 2016, its brand
value is about 88,65 billion dollar, take place
in top 10 most valuable brand considered by
Forbes.
Because McDonald plays an important role
in meals of people. No matter who you are,
billionaire such as Warren Buffet of normal
person, McDonalds must be a familiar brand
of fastfood. Let’s talk about Warren Buffet,
he ate McDonalds from when he began his
career until he became the most brilliant in-
vestor on the world.
Why ?

13. Products concept:
McDonalds sells many different products to
it customers. The ingredients that come in
that product whether they want it or not.
The consumer product McDonalds sells is a
convenience product (its inexpensive and
has little shopping efforts. ) because the
products they sell are not expensive and
are very easy to get because there is a Mc-
Donalds almost on every corner.
McDonalds first started it sold only about 6
items. Its main focus was on burgers. As they
grew and globally in the 1960s they had to
expand their menu. Now they have about 90
different items on their menu.

14. MARKETING CAMPAGIN
With the temperature rising
and companies like Innocent
raising the consumption of
smoothie products, McDonald's
wanted a way to connect with
consumers looking for this type
of drink.
By playing the interactive game,
consumers win a free smoothie
which they can redeem instore.
While this may cost something,
the upsell opportunity that
comes with driving footfall often
results in a higher return on in-
vestment.
McDonald's Iced Fruit Smoothie App

15. Partner quality:
Consumers seek certain positive traits in the brand such as dependability, trust, wor-
thiness, and accountability – the same qualities as one would look for in a best
6
BRAND NAME: DELL About Brand:
There is no doubt that Dell has high brand value
and is a great brand in the computing industry.
However, the key driver behind its equity is only
the perception on minds of customers. To a
considerable extent, what drives Dell’s brand
equity is the process it engineered to reach
customers or process of computer delivery.
This signifies that Dell has a great “factory.” This
allows the company to offer customization,
along with the best quality computers at cheap
price and speed for its consumers.
Why Because most of computer users
always believe that Dell is the most enduring
computer in the world depend on its function.
Therefore, Dell always stays on their Top of
mind. In short, thanks to its enduring, many
consumers consider its brand as their best
friend.

16. Products concept:
Dell has two kinds of products for instance business
product and consumer’s product. Business product
are used for manufacturing and products and
goods to complete the activities of any organization
or to resell to consumers such as papers, batteries,
guideline notes, telephone etc.
On the other hand, Dell has varieties of
consumer products such as desktop,
laptop, Plasma TV, different accessories
and also technical support. Dell has fine
level of service agreement service.

17. MARKETING CAMPAGIN
In an effort to promote its technology solutions for the enterprise space, Dell is kicking off a
new b-to-b campaign called "Future Ready," created by Y&R New York and VML New York.
http://adage.com/article/btob/dell-debuts-future-ready-effort-aimed-enterprise-market/298271/
Dell Debuts 'Future Ready' Campaign Aimed at Enterprise Market

18. Familiarity:
Consumers describe a sense of deep familiarity with the product and an under-
standing of its attributes.
7
BRAND NAME: P/S About Brand:
Because toothpaste plays an very important
role in our daily life. Waking up in the morning,
brushing your teeth is an importance step, it’s
like the way for you to make a new day. P/S
toothpaste will do that for you. People will be
much more confident in conversation if there
mouth is clean and there breath is good.
P/S toothpaste is one of the most popular
tooth-care brands in Vietnam. Not only in Viet-
namese marketing. P/S toothpaste – which is
owned by Unilever – is also well-known all over
the world. It take more than 60% of toothpaste
products in the world.

19. Products concept:
In the last 3 years, P/S have introduce 3 new
toothpaste products which is “P/S protect 123”
–2012, “P/S expert” – 2013; “P/S 3 impact” – 2014;
also they introduce some other new products
under P/S brand like toothbrush, mouthwash. But
in this report we will focus on how they apply IMC
to this brand.
It was not a big issue until when Colgate entered
Vietnam. As the slogan “Recommended by Den-
tist” strongly emphasized on “expertise” aspect,
Vietnamese consumers began to see Colgate as
a mightier brand. They utilized the image of West-
ern expertise to promote the trustworthiness of
American toothpaste. Meanwhile, PS commercial
focused on family values and stuck by portraying
itself as a product for Vietnamese people.
In the end of 2010, with Colgate’s strong advertis-
ing campaign (Mai Tram 2013) and the arrivals of
many new toothpaste brands, PS’s market share
was remarkably reduced. PS decided to do a big
advertising campaign to change consumers’ per-
spective, in which “expertise factor” was added to
increase brand credibility.
Marketing
P/S – Get the Local go Global
PS was a Vietnamese brand until Unilever bought
it. At that time PS already accounted for 60%
market share, the biggest in Vietnam (VTC News
2013).

20. THANK YOU

21. This is slide 21