1. The document analyzes the competitive environment, target consumer, and positioning strategy for a young marketers (YM) program. 2. The target consumer is identified as career-oriented individuals aged 18-25 living in key cities who are in the fundamental phase of exploring marketing and want to improve themselves through interactive, practical knowledge from experienced marketers. 3. The insight is that in the first phase of exploring marketing, the target wants to join an environment that provides both interactive, professional learning to gain deep, practical knowledge in a way that gives them confidence for their future career path.

1. Assignment 9.2 – YOUNG MARKETERS POSITIONING
Hồng Ngọc – Vân Hương

2. COMPETITIVE ENVIRONMENT
What offer?
A course of fundamental
knowledge with
businessmen’s sharing
BMG AiiM University with Marketing Dept
A course of fundamental
knowledge with
marketers working in big
company/ agencies
A course of fundamental knowledge with
economics masters
Who learn?
Students and employees
(18 – 30 yo)
Why people
learn?
Students and employees
(18 – 26 yo)
Students (18 – 23 yo)
- Want to start in
marketing world
- Want to jump to
other jobs
- Learn for more
supporting current
jobs
- Want to start mainly
in agency side
- Look for more
opportunity to jump
into famous
corporate
- Marketing is a subject in their field
How people
absorb?
General knowledge and
practice with case study
General knowledge and
practice with case study/
small project
Learn theories and do a test
How others
comment?
Environment for old
people/ not creative
Environment for young
people, creative
Environment for people who want to be
researchers or theoretic masters

3. SEGMENTATION
DESCRIPTION
- Career-oriented
- Dynamic, eager to learn, passionate,
proactive
LIFE
CONCERN
- Career is a key daily question
- How to start as a junior?
LIFESTYLE &
HABIT
- Looking for success in the first start
of career
- Socialization plays an important role
- Joining in groups, contests to share
and absorb more knowledge
- Trend updated
ROLE OF YM
- Awake their competitive spirit
- Deep and practical knowledge for top
marketers
- Community to learn from each others
- Preparation for the start of career
- Adventurous, flexible to adapt
challenge
- Want to explore self potentials
- What is my weakness and strength?
- How people think about me?
- Search for the feeling of fulfillment
- Interested in many fields but don’t
know what they are most passionate
- Come to life – skill workshops
- Fundamental knowledge
- Community to socialize and explore
self strength
- Career oriented by professionals
- Optimistic, playful, enjoy life, carefree
- Have no plans and thinking for future
life
- No concern much
- Usually gather with friends to chit
chat
- Look for the feeling of stabilization
and safety
- Don’t want to get out of comfort zone
and enjoy familiar things in life
- Occasionally need knowledge about
marketing
ACHIEVER
SELF
EXPLORER
ENJOYER
The young, 18 – 25 YO, live in key cities, at fundamental phase of exploring marketing

4. TARGET CONSUMER
YM makes sense to ACHIEVER most
- The young (students & fresh graduate)
- 18 – 25 years old
- Live in key cities.
PROFILING
- Regularly read marketing materials from
different sources
- Participate in marketing contest and
register in marketing course
- Coming to talkshows to listen to
experience from top experts, then follow
them on social media
BEHAVIOURS

5. INSIGHT
In the first phase of exploring
marketing world, I want to join in the
environment, which is enough
interactive and professional for me to
improve myself, so I can learn and
understand knowledge in a deep and
practical way
Brand
truth
Cat
truth
Consu-
mer
truth
• Fundamental knowledge
• Marketing environment
• Sharing from experienced
marketers
• Interaction with experts
• Full of practical knowledge from real
case studies of corporate
• Hold by a professional company
• Give students confidence in future path
As a junior cares for future career, I
always look for opportunities to
expose myself to marketing field
and be inspired by marketing
experts

6. POSITIONING
- Students and fresh
graduates
- 18 – 25 years old
- Live in key cities
- Career – oriented
- First stage in marketing
career
TO WHOM WHAT NEED
- They need to understand
and expose to deep
marketing knowledge in
practical way
DISCRIMINATORS
- Close interaction with
young joiners and top
Marketers
RTB
- Top experts in marketing.
- Interesting monthly
events relating directly to
consumer’s concerns

7. -Proactive
-Dare to dream
-Sociable
-Fun
Ignite the
passion for
the young
1. Competitive Environment
Institutes which are offering
marketing course
Direct competitors: BMG, AiiM,
University
2. Target
The young, 18-25 yrs.
Career-oriented
At fundamental phase of exploring marketing
Dynamic, eager to learn
3. Insight
In the first phase of exploring marketing world, I want to join in the
environment, which is enough interactive and professional for me to improve
myself, so I can learn and understand knowledge in a deep and practical way.
4. Benefit
Functional
Competitive but full and various of knowledge.
Emotional
more confident in the future path.
5. Values and Personalities
Knowledgeable
Professional.
Interactive.
Young
6. Reason to believe
Top experts in marketing.
Interesting event relating directly to
consumer’s concerns
7. Discriminator
Top expert marketing network, who
have close interaction with joiners
BRANDKEY