Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
1. The document describes a conceptualization process for developing marketing campaigns called XIDEA. It involves 5 stages: eXploration, Ideation, Development, Evaluation, and Action.
2. It then provides an example application of this process for the Sunsilk hair care brand in Vietnam. The goal was to engage young consumers and differentiate the brand.
3. Through exploration, the insight emerged that in Vietnam a woman's hair gestures communicate her feelings. The winning concept developed was "The Language of Hair", creating a dictionary to decode different hair touches.
Young Marketers Elite 3_Assignment 8.1_Brand Innovation_Minh Thông+Văn Hiển+N...Ngoc Khanh Pham
The document discusses brand innovation, including key principles, types, and the brand innovation process.
The key principles of brand innovation are refresh, complete, and breakthrough. The types of brand innovation are stretching the brand in its current category, launching brands in new territories, innovating the core with rapid roll-out, and targeting new consumer groups.
The brand innovation process involves several phases: prepare, idea, feasibility, capability, launch preparation, post-launch evaluation. Each phase has a nature and key success factors. Examples are provided to illustrate the brand innovation process for a toothpaste brand and fabric softener brand.
Elite 2014 - Assignment 3 - Hult Prize CompetitionMai Bằng
This document proposes a social enterprise tourism agency that connects volunteers with slum communities in India. It aims to empower slum residents and children. Volunteers would receive online training on early childhood education topics and lead activities for slum children during organized tours. This provides volunteers an experience of happiness while helping children develop important skills, without making residents feel like subjects of observation. The goal is to create millions of tours benefiting tens of millions of children globally by 2020 through multiplying destinations, families involved as guides, and children impacted.
Young marketers Elite 2 - Brand Idea - Mai Bằng Việt ChinhMai Bằng
The document defines and differentiates between brand big idea, brand communication idea, and campaign/advertising big idea. The brand big idea is the brand essence and promise to customers addressing their needs, wants, and dreams. The brand communication idea translates the brand essence into a communication theme using consumer language. The campaign/advertising big idea is the single-minded creative idea that is executed consistently across all marketing during a defined period and is objective-driven.
Young Marketers Elite 2 - Market Research - Van Khai - Mai BangMai Bằng
The document discusses market research conducted to explore opportunities in the e-book market in Vietnam. It outlines the research objectives, process, and findings. Key findings include: e-books are primarily used for school/work and read on laptops; most readers will not pay full price and perceive e-content as free; and there is potential in the student market but challenges around piracy and perceptions of cost. The document proposes segmenting the market into active "working bee" students who need sufficient material efficiently for school work, and developing an e-content system that suggests relevant content packs for temporary access at low cost.
[ Young marketers marathon] Campaign Practice Session Mai Văn BằngMai Bằng
This document does not contain any substantive information to summarize. It consists only of blank lines and formatting characters. The document does not provide any high-level or essential information that could be condensed into a 3 sentence summary.
Young marketers elite 2 assigment public relation - mai bang - tuan duongMai Bằng
This document discusses a public relations campaign for Chotot.vn, an e-commerce marketplace in Vietnam. The campaign's objectives were to raise awareness of Chotot.vn's buying and selling services, build trust in the platform, and increase website traffic. The strategy involved creating a viral video series starring popular celebrities. Titled "Tran Thanh Goes to Chotot", the short clips portrayed everyday situations where the main characters used Chotot.vn. The videos were distributed on YouTube, TV, and websites. The campaign was highly successful, generating millions of video views and increasing Chotot.vn's market share among e-commerce platforms in Vietnam.
Young marketers Elite 3_Assignment 12.1_Đình Giang + Đức Hiệp + Ngọc KhánhNgoc Khanh Pham
1. The document describes a conceptualization process for developing marketing campaigns called XIDEA. It involves 5 stages: eXploration, Ideation, Development, Evaluation, and Action.
2. It then provides an example application of this process for the Sunsilk hair care brand in Vietnam. The goal was to engage young consumers and differentiate the brand.
3. Through exploration, the insight emerged that in Vietnam a woman's hair gestures communicate her feelings. The winning concept developed was "The Language of Hair", creating a dictionary to decode different hair touches.
Young Marketers Elite 3_Assignment 8.1_Brand Innovation_Minh Thông+Văn Hiển+N...Ngoc Khanh Pham
The document discusses brand innovation, including key principles, types, and the brand innovation process.
The key principles of brand innovation are refresh, complete, and breakthrough. The types of brand innovation are stretching the brand in its current category, launching brands in new territories, innovating the core with rapid roll-out, and targeting new consumer groups.
The brand innovation process involves several phases: prepare, idea, feasibility, capability, launch preparation, post-launch evaluation. Each phase has a nature and key success factors. Examples are provided to illustrate the brand innovation process for a toothpaste brand and fabric softener brand.
Elite 2014 - Assignment 3 - Hult Prize CompetitionMai Bằng
This document proposes a social enterprise tourism agency that connects volunteers with slum communities in India. It aims to empower slum residents and children. Volunteers would receive online training on early childhood education topics and lead activities for slum children during organized tours. This provides volunteers an experience of happiness while helping children develop important skills, without making residents feel like subjects of observation. The goal is to create millions of tours benefiting tens of millions of children globally by 2020 through multiplying destinations, families involved as guides, and children impacted.
Young marketers Elite 2 - Brand Idea - Mai Bằng Việt ChinhMai Bằng
The document defines and differentiates between brand big idea, brand communication idea, and campaign/advertising big idea. The brand big idea is the brand essence and promise to customers addressing their needs, wants, and dreams. The brand communication idea translates the brand essence into a communication theme using consumer language. The campaign/advertising big idea is the single-minded creative idea that is executed consistently across all marketing during a defined period and is objective-driven.
Young Marketers Elite 2 - Market Research - Van Khai - Mai BangMai Bằng
The document discusses market research conducted to explore opportunities in the e-book market in Vietnam. It outlines the research objectives, process, and findings. Key findings include: e-books are primarily used for school/work and read on laptops; most readers will not pay full price and perceive e-content as free; and there is potential in the student market but challenges around piracy and perceptions of cost. The document proposes segmenting the market into active "working bee" students who need sufficient material efficiently for school work, and developing an e-content system that suggests relevant content packs for temporary access at low cost.
[ Young marketers marathon] Campaign Practice Session Mai Văn BằngMai Bằng
This document does not contain any substantive information to summarize. It consists only of blank lines and formatting characters. The document does not provide any high-level or essential information that could be condensed into a 3 sentence summary.
Young marketers elite 2 assigment public relation - mai bang - tuan duongMai Bằng
This document discusses a public relations campaign for Chotot.vn, an e-commerce marketplace in Vietnam. The campaign's objectives were to raise awareness of Chotot.vn's buying and selling services, build trust in the platform, and increase website traffic. The strategy involved creating a viral video series starring popular celebrities. Titled "Tran Thanh Goes to Chotot", the short clips portrayed everyday situations where the main characters used Chotot.vn. The videos were distributed on YouTube, TV, and websites. The campaign was highly successful, generating millions of video views and increasing Chotot.vn's market share among e-commerce platforms in Vietnam.
This document outlines a brand activation campaign by OMO for Vietnamese mothers around the Lunar New Year, or Tet, holiday. The campaign aims to help kids understand traditional Tet values through family activities. It involves three phases: 1) Triggering awareness of Tet values through TV commercials and editorials. 2) Experiencing Tet through activities like a festival street fair. 3) Amplifying the experience through a YouTube series and Facebook app that celebrate learning about Tet values. The goal is to encourage mothers to let kids freely experience Tet traditions while reinforcing OMO's message that dirt is acceptable for learning.
Young marketers elite 2 YM Positioning - Mai Bang - Nhat DuyMai Bằng
Young Marketers is a marketing agency focused on positioning brands. The agency helps clients craft brand key statements to clearly articulate what their brand stands for and how it is different from competitors. These brand key statements then guide all marketing efforts and communications for the client.
Young Marketers Elite 2 Mobile Marketing Strategy - Mai Bang - Van KhaiMai Bằng
The document outlines steps for developing a mobile marketing strategy. It discusses defining target audiences and their personas, understanding attitudes and behaviors through their journey, setting mobile marketing objectives, defining key performance indicators (KPIs), and creating strategic mobile marketing ideas aligned with overall marketing goals. It provides an example mobile campaign for Unilever to reach 130 million rural Indians with limited access to traditional media. The campaign uses missed calls to provide entertainment content on feature phones with embedded brand advertisements.
- The document outlines a business challenge to launch a new instant noodle brand in Vietnam to compete directly with the Hao Hao brand and capture 17% market share in the mid-range price segment within 6 months.
- It identifies the target consumers as ordinary laborers and workers aged 18-50 living in rural and suburban areas earning an income of BCD+ who use instant noodles as a meal substitute and want noodles that provide full nutrition for long work days.
- The proposed new brand is called Nutri Viet and will position itself as a nutritious instant noodle produced by a company with 20 years experience that provides full nutrition for laborer's long work days.
Young marketers elite 2 Brand Innovation - Van Khai - Mai BangMai Bằng
The document discusses brand innovation, including its definition, purpose, and process. Brand innovation is defined as the successful exploitation of new ideas for both radical and incremental changes to products, processes, or services. The main purposes of brand innovation are to filter weaker projects, maximize success chances, manage investments, ensure a balance of growth-delivering projects, and cover the right areas at the right time. The brand innovation process involves six stages: ideas, feasibility, capability, market readiness, launch, and post-launch evaluation. An example of applying this process to innovate X-Men shampoo brands is also provided.
Young Marketers Elite 2 - Insight Activation Process - Mai bang - Huong GiangMai Bằng
This document outlines an insight activation process with 5 steps:
1) Gathering information from research methods like reports, interviews and observations.
2) Synthesizing the findings to extract insights and understandings.
3) Developing ideas and concepts from the insights.
4) Creating an objective and big idea for activation.
5) Developing an action plan to implement the concept and achieve the objective.
SHICHIDA aims to reduce violence against children in Vietnam by promoting non-violent parenting methods. The document outlines SHICHIDA's strategy to raise awareness of understanding children's perspectives in order to teach responsibility without violence. The campaign uses viral video, influencers, and a booth tour with parent-child activities and confessions to show the importance of comprehension. The goal is to empower parents to truly understand their children and change social views on discipline.
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuMai Bằng
This document discusses brand activation strategies and provides examples. It defines brand activation as bringing a brand to life through experiences that change how consumers see and interact with the brand. This is done through brand activation platforms, which are physical or emotional spaces that allow meaningful brand interactions. The document then provides examples of brand activation platforms and ideas for several brands like Closeup, OMO, Fanta and Sprite. These include events, viral videos, apps and more aimed at engaging consumers.
Young Marketer Elite 3 - Individual Graduation Challenge in 4 hours_Ngọc Khán...Ngoc Khanh Pham
This document outlines a marketing plan for a CH-drink targeted at students aged 15-22 years old. The plan positions the drink as providing mental and physical refreshment on hot weather school days, bringing a lively and great spirit. It identifies the target consumer as wanting to enjoy time with friends at school even in hot weather. The key insight is that hot weather makes students feel tired and bored, so they want a drink that brings a great spirit. The positioning statement indicates the drink will bring lively yellow time for students with a lot of vitamin C from lemon to provide refreshment. The brand communication idea is that everyday going to school is a lively yellow day.
Young Marketer Elite 2 - Positioning - Mai Bang - Nhat DuyMai Bằng
The document discusses brand positioning and outlines six main brand architectures: house of brands, hybrid, branded house, endorsed brand, branded product, and co-branded product. It defines each architecture and their key learning points, such as a house of brands building equity in stand-alone brands across categories but requiring significant marketing investment, while a hybrid leverages a strong master brand with flexibility but requires careful planning. The document provides an overview of different brand positioning strategies and considerations for each.
Turning data into action is the top issue facing business leaders according to an IBM report. Market research involves systematically gathering information about target markets and customers. Good market research questions provide meaningful insights while bad questions produce limited understanding. Customer journey mapping visualizes a customer's objectives, needs, feelings and barriers throughout their experience with a product or service. Insights from customer research can help improve the customer experience and prioritize business objectives.
Elite assigment 2 digital marketing strategy - mai bang kim haMai Bằng
A digital marketing strategy involves defining objectives and understanding the target audience. It requires understanding who the audience is, their behaviors, interests, and how they interact digitally. The strategy then develops a compelling idea to create engaging content for the target audience through relevant digital platforms. An example is a campaign to reduce train accidents among youth. It analyzed the youth audience and trends, understanding they prefer entertainment over warnings. The strategy was to create a viral video series on YouTube using animated characters to humorously portray "stupid ways to die" near trains, while still conveying the safety message. The big idea leveraged how youth engage with digital to accomplish the objective through an unexpected, yet memorable experience.
Young marketers elite 2 Moment of Truth - Mai BằngMai Bằng
The document discusses moments of truth (MOT), which are moments when consumers behave based on instinct without control, especially in extreme situations. It provides examples of brands like Coca-Cola and Closeup that identified important MOTs in the consumer journey and were able to satisfy consumer needs and create memorable experiences. The four stages of MOTs - zero, first, second, and ultimate moment of truth - help brands understand the whole consumer experience to improve. Identifying the most important MOT allows a brand to have the biggest impact and deliver the best experiences.
Young Marketers Elite 2 - Insight definition - Mai Bằng Tú OanhMai Bằng
The document discusses insights for brand building. It provides examples to illustrate the difference between facts, observations, and insights. An insight is described as a penetrating understanding that provides clues leading to opportunities. It must show an understanding of a consumer need, represent an important issue, and be actionable. Insights are found by digging deeper after observations to understand underlying human truths. A five-step process is outlined to define an exploitable insight including gathering information, developing understanding, gaining insight, and defining target customers. Three levels of insights are also described: functional, emotional, and aspirational.
Young Marketers Elite 2 YM Positioning New Version Mai Bang - Nhat DuyMai Bằng
This document discusses an assignment for young marketers to work on positioning a brand. It involves developing a brand key statement to succinctly capture the essence, promise and personality of the brand in 3 sentences or less. The assignment aims to help marketers understand how to clearly define and communicate what their brand stands for.
Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Du...Mai Bằng
Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.
Young marketers elite 2 Smartphone Market Analysis - Mai Bang Hong Ngoc Vo ThiMai Bằng
The document discusses key trends in the Vietnam smartphone market including larger screens, the rise of 4G, cheaper handsets, and emerging markets. It analyzes market share which is dominated by Samsung and Microsoft. There are three main types of consumers - young fashionable users, mass consumers, and power users. Smartphones are most commonly used at home or work for activities like video, music, social media, email, and apps. Channels to market are mainly through mobile network operators who distribute to dealers and shops.
This document outlines a brand activation campaign by OMO for Vietnamese mothers around the Lunar New Year, or Tet, holiday. The campaign aims to help kids understand traditional Tet values through family activities. It involves three phases: 1) Triggering awareness of Tet values through TV commercials and editorials. 2) Experiencing Tet through activities like a festival street fair. 3) Amplifying the experience through a YouTube series and Facebook app that celebrate learning about Tet values. The goal is to encourage mothers to let kids freely experience Tet traditions while reinforcing OMO's message that dirt is acceptable for learning.
Young marketers elite 2 YM Positioning - Mai Bang - Nhat DuyMai Bằng
Young Marketers is a marketing agency focused on positioning brands. The agency helps clients craft brand key statements to clearly articulate what their brand stands for and how it is different from competitors. These brand key statements then guide all marketing efforts and communications for the client.
Young Marketers Elite 2 Mobile Marketing Strategy - Mai Bang - Van KhaiMai Bằng
The document outlines steps for developing a mobile marketing strategy. It discusses defining target audiences and their personas, understanding attitudes and behaviors through their journey, setting mobile marketing objectives, defining key performance indicators (KPIs), and creating strategic mobile marketing ideas aligned with overall marketing goals. It provides an example mobile campaign for Unilever to reach 130 million rural Indians with limited access to traditional media. The campaign uses missed calls to provide entertainment content on feature phones with embedded brand advertisements.
- The document outlines a business challenge to launch a new instant noodle brand in Vietnam to compete directly with the Hao Hao brand and capture 17% market share in the mid-range price segment within 6 months.
- It identifies the target consumers as ordinary laborers and workers aged 18-50 living in rural and suburban areas earning an income of BCD+ who use instant noodles as a meal substitute and want noodles that provide full nutrition for long work days.
- The proposed new brand is called Nutri Viet and will position itself as a nutritious instant noodle produced by a company with 20 years experience that provides full nutrition for laborer's long work days.
Young marketers elite 2 Brand Innovation - Van Khai - Mai BangMai Bằng
The document discusses brand innovation, including its definition, purpose, and process. Brand innovation is defined as the successful exploitation of new ideas for both radical and incremental changes to products, processes, or services. The main purposes of brand innovation are to filter weaker projects, maximize success chances, manage investments, ensure a balance of growth-delivering projects, and cover the right areas at the right time. The brand innovation process involves six stages: ideas, feasibility, capability, market readiness, launch, and post-launch evaluation. An example of applying this process to innovate X-Men shampoo brands is also provided.
Young Marketers Elite 2 - Insight Activation Process - Mai bang - Huong GiangMai Bằng
This document outlines an insight activation process with 5 steps:
1) Gathering information from research methods like reports, interviews and observations.
2) Synthesizing the findings to extract insights and understandings.
3) Developing ideas and concepts from the insights.
4) Creating an objective and big idea for activation.
5) Developing an action plan to implement the concept and achieve the objective.
SHICHIDA aims to reduce violence against children in Vietnam by promoting non-violent parenting methods. The document outlines SHICHIDA's strategy to raise awareness of understanding children's perspectives in order to teach responsibility without violence. The campaign uses viral video, influencers, and a booth tour with parent-child activities and confessions to show the importance of comprehension. The goal is to empower parents to truly understand their children and change social views on discipline.
Elite 2 assigment - Brand Activation - Mai Bang - Minh VuMai Bằng
This document discusses brand activation strategies and provides examples. It defines brand activation as bringing a brand to life through experiences that change how consumers see and interact with the brand. This is done through brand activation platforms, which are physical or emotional spaces that allow meaningful brand interactions. The document then provides examples of brand activation platforms and ideas for several brands like Closeup, OMO, Fanta and Sprite. These include events, viral videos, apps and more aimed at engaging consumers.
Young Marketer Elite 3 - Individual Graduation Challenge in 4 hours_Ngọc Khán...Ngoc Khanh Pham
This document outlines a marketing plan for a CH-drink targeted at students aged 15-22 years old. The plan positions the drink as providing mental and physical refreshment on hot weather school days, bringing a lively and great spirit. It identifies the target consumer as wanting to enjoy time with friends at school even in hot weather. The key insight is that hot weather makes students feel tired and bored, so they want a drink that brings a great spirit. The positioning statement indicates the drink will bring lively yellow time for students with a lot of vitamin C from lemon to provide refreshment. The brand communication idea is that everyday going to school is a lively yellow day.
Young Marketer Elite 2 - Positioning - Mai Bang - Nhat DuyMai Bằng
The document discusses brand positioning and outlines six main brand architectures: house of brands, hybrid, branded house, endorsed brand, branded product, and co-branded product. It defines each architecture and their key learning points, such as a house of brands building equity in stand-alone brands across categories but requiring significant marketing investment, while a hybrid leverages a strong master brand with flexibility but requires careful planning. The document provides an overview of different brand positioning strategies and considerations for each.
Turning data into action is the top issue facing business leaders according to an IBM report. Market research involves systematically gathering information about target markets and customers. Good market research questions provide meaningful insights while bad questions produce limited understanding. Customer journey mapping visualizes a customer's objectives, needs, feelings and barriers throughout their experience with a product or service. Insights from customer research can help improve the customer experience and prioritize business objectives.
Elite assigment 2 digital marketing strategy - mai bang kim haMai Bằng
A digital marketing strategy involves defining objectives and understanding the target audience. It requires understanding who the audience is, their behaviors, interests, and how they interact digitally. The strategy then develops a compelling idea to create engaging content for the target audience through relevant digital platforms. An example is a campaign to reduce train accidents among youth. It analyzed the youth audience and trends, understanding they prefer entertainment over warnings. The strategy was to create a viral video series on YouTube using animated characters to humorously portray "stupid ways to die" near trains, while still conveying the safety message. The big idea leveraged how youth engage with digital to accomplish the objective through an unexpected, yet memorable experience.
Young marketers elite 2 Moment of Truth - Mai BằngMai Bằng
The document discusses moments of truth (MOT), which are moments when consumers behave based on instinct without control, especially in extreme situations. It provides examples of brands like Coca-Cola and Closeup that identified important MOTs in the consumer journey and were able to satisfy consumer needs and create memorable experiences. The four stages of MOTs - zero, first, second, and ultimate moment of truth - help brands understand the whole consumer experience to improve. Identifying the most important MOT allows a brand to have the biggest impact and deliver the best experiences.
Young Marketers Elite 2 - Insight definition - Mai Bằng Tú OanhMai Bằng
The document discusses insights for brand building. It provides examples to illustrate the difference between facts, observations, and insights. An insight is described as a penetrating understanding that provides clues leading to opportunities. It must show an understanding of a consumer need, represent an important issue, and be actionable. Insights are found by digging deeper after observations to understand underlying human truths. A five-step process is outlined to define an exploitable insight including gathering information, developing understanding, gaining insight, and defining target customers. Three levels of insights are also described: functional, emotional, and aspirational.
Young Marketers Elite 2 YM Positioning New Version Mai Bang - Nhat DuyMai Bằng
This document discusses an assignment for young marketers to work on positioning a brand. It involves developing a brand key statement to succinctly capture the essence, promise and personality of the brand in 3 sentences or less. The assignment aims to help marketers understand how to clearly define and communicate what their brand stands for.
Young Marketers Elite 2 Brand Comunication Agency Side - Mai Bang - Tuan Du...Mai Bằng
Close Up wants to own "kiss" as the most noteworthy moment of Valentine's Day and increase their brand equity. Their campaign will communicate that Valentine's Day is for expressing love through kissing. It will target couples aged 18-30 who want memorable moments. The insight is that people want to kiss but feel shy, so the campaign will give them confidence through games and events. It will use viral videos, social media, and events to encourage sharing and participation from January to February 2015 with a 3 billion VND budget.
Young marketers elite 2 Smartphone Market Analysis - Mai Bang Hong Ngoc Vo ThiMai Bằng
The document discusses key trends in the Vietnam smartphone market including larger screens, the rise of 4G, cheaper handsets, and emerging markets. It analyzes market share which is dominated by Samsung and Microsoft. There are three main types of consumers - young fashionable users, mass consumers, and power users. Smartphones are most commonly used at home or work for activities like video, music, social media, email, and apps. Channels to market are mainly through mobile network operators who distribute to dealers and shops.
6. Tôi luôn muốn có những bữa ăn ngon, an
toàn cho gia đình bởi vì họ là những người
mà tôi yêu thương nhưng tôi chưa thực sự
biết thế nào là thực phẩm an toàn.