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.

1. GROUP 2
Xuan Vinh – Minh Huy – Phuong Anh – Ngoc Nhon – Xuan An
YOUNG MARKETERS ELITE DEVELOPMENT 7

3. Consumer insight, also known as customer insight, is the
and into conclusions that can be used to
and .
Finding a consumer insight is the process of
consumers’ behavior for everyone’s benefit.

4. ”
Men shampoo category in
2000s are a blue ocean
with the only yet biggest
players ROMANO.
Shampoo markets at the
time are dominated by
women’s shampoo and
99% of men are not using
shampoo made for men.
Key barrier: Men don’t see
a strong reason why they
need to use a ‘shampoo
for men’ while their
current offerings deliver
an excellent job.
Vietnamese men rarely use perfume.
(Insight for Communication)
“
Men, 18 - 30
Middle income or higher
Take care of their
appearance and crave
for chances to express
their attractiveness.
Suffer under the social
prejudice towards
masculinity.
Acknowledging men are consuming the product,
however they rarely buy the shampoo themselves
but leave their women to decide this. 60 - 70% of
shampoo’s shopping are made by women.
(Insight for Activation)
X-MEN
REAL MAN
Most men consider perfume as an exclusive product
to women because the current advertising activities
attached “fragrance” with “sexiness”, “seduction”,
which didn’t meet with the masculine image.
Men believe if they want to attract and make
impression with female, they should let women
choose what women prefer. (Insight for Activation)
There is apparently a need for a man-only personal care
product that allows men to express their elegance,
attractiveness and lifestyle without worrying about toxic
masculinity.

5. confidence desired
masculinity
overcome challenges achieve what they want.
Everyday Problems
Real man “the one”
get what they need by their
own will
re-defining real
men freely
and confidently
their own choice
real man

6. Heineken Original is
associated with “special
celebrations”, “beer for
adults” and has a
premium positioning.
Need to create more
usual occasions to enjoy
Heineken.
Vietnam has an
exceptional
beer-drinking culture
and a youthful
population, which is
potential for Heineken’s
expansion.
Millennials, 18 – 30,
middle higher income or
higher.
Original drinkers: seek
more ways to enjoy
Heineken (more
refreshing, smoother,
sweeter taste)
New drinkers: look for
beer with easy-drinking
taste that suits many
occasions
Young Vietnameses prefer easy-to-drink flavors so
that they can drink regularly and on a wide range
of occasions yet still are bold and cool.
Young adults face new experiences everyday and
they would like to savor those moments by
drinking beer. They want to pick up options that
light enough to enjoy instead of to be drunk.
Young people drink beer not because of the taste
but because of the feeling when drinking across
occasions.
By drinking beer, young people can enjoy every
single moment together to the fullest.
well-balanced, refreshing beer
low in bitterness yet still keep
the signature Heineken
full-bodied taste
suit a range of occasions – with
or without food.
packaging: keep the iconic
green color with red star on a
premium silver cover and a
silver seal on top.
”
“

7. more ways to enjoy Heineken
wide range of occasions
savor every moment Heineken discovered consumers’ need of
finding lighter alternatives to enjoy with
enhanced feeling yet still can show their own
identities. Then they prioritized features “fresh -
light - bold and cool” of Heineken Silver to
change product experience of both original and
new drinkers.light but bold
fully live with the moments

8. Tet is the biggest chance
to gain brain love.
As a market leader in soft
drink category, Coca Cola
campaigns are unique
with the key message: Tet
is connection and is love
from the simple things.
With the distinctive brand
device - red color and
yellow swift birds - Coca
Cola consistently build on
their brand equity with
happiness, sharing and
celebrating platform.
Male & Female 18 – 35
Extroverted urbanites
Connected spenders
Connection is founded in family and Tet is when we
can spend the most time with them. But,
connections are also founded between neighbors
with built-up for years living together.
Meet up neighbors during Tet
does not have generic catch
up like relatives but instead,
deeper and more insightful
conversations are exchanged
that eventually foster
understanding and joys
between neighbors.
2016: Connection in family
makes Tet.
2017: The new beginning is
when we give more and
move forward.
2018: Love in every
moments. Share love to
people around you.
2019: Believe in beautiful
things, overcome doubts
to make Tet connected.
Vietnamese culture: “Better a neighbor than a
brother far off.” Our neighbors are the people we
meet almost every day. They support us when we are
in need, without worrying about the barrier of
geographical distances like relatives. That’s as close
and intimate as family members.
Though geographical distance
is the same, modernization
makes emotional distance
from house to house further.
Tet is one of the rare occasions
to connect with neighbors, but
it is traditionally believed to be
exclusive to family & relatives.
Coca Cola
Kết nối nhà nhà,
Tết thêm rộn rã
”
“

9. brings happiness bridges the connection gap local spirit
neighbor
gathering in Tet more cheerful
PURPOSE OF INSIGHT
LEVEL OF INSIGHT
Challenged the belief that Tet is an
exclusive occasion for family reunion
and twisted it: Tet is the time when
close ones – no matter they are a
part of our family or not – gather
and celebrate together.
celebration vibes

10. Biti’s is the well-known
footwear brand on the
market and gains value in
the consumer’s mind.
Biti’s Hunter: High
essential sport shoes,
suitable design and style
for Vietnamese people,
affordable prices.
Biti’s long-term goal is to
become the Top of Mind
brand every Tet season,
and own the "Homing"
platform.
Categories truth: Sport shoes offer comfort,
protection and support for activity of users.
Brand truth: Embrace the journey of the youth to
diversify their experience
Consumer truth: People who travel far away from
home are the ones who desire to come home the
most. Especially on Tet holiday, coming home is one
of the most precious things yet to youngsters, it is
gradually losing its magic and they usually neglect to
go home soon.
After the success of 3
seasons to go back, this
year, Biti’s Hunter
continues to explore new
angles of the platform ”Đi
để trở về” to enhance the
brand love among target
audiences.
BITI’S HUNTER
TẾT VỀ SỚM NHÉ
”
“
Young people. 18 – 25
Working or studying in 6
key cities
Living far from home
Love to experience
Tet nowadays has lengthen to more than a week, so
youngsters tend to spend their time on not only
reuniting with family but also relax themself and
having fun with friends.
Especially to one working far away from their original
hometowns, they tend to tarry in the city rather than
come back home sooner for other personal purposes.

11. come home early
companion
Bitis Hunter understands the youths ignorance of
coming home sooner and the parents’ longing
for their kids to have a completed Tet.
Then they challenged social perception “how
meaningful coming back home sooner is”, yet
involved its empowering message. Its success is
primary due to it’s insight-driven approach that
puts perception forefront, and reminding the
original and pure meaning to change the
consumer’s behavior.
true
meaning of Tet

12. The insurance market is
showing great potential
for development.
Major insurance brands in
Vietnam always introduce
insurance packages with
similar functions. Making
a difference in emotional
benefits is more
concerned by brands.
As an Italian insurance
brand, Generali wants to
take advantage of Tet to
carry out a disruptive
communication campaign
to create distance from
competitors.
Young people have many
ambitions want to pursue
in their life, living their own
life as they expect.
The expectation of parents
are different from those of
the youth.
The understanding and
sympathy from parents;
The desire of doing what
they truly want.
GENERALI
SỐNG NHƯ Ý
”
“

13. ‘Sống Như Ý’ become a lost wish when we time to time become what others wish we
become. What to do is to remind the youth to live the life they expect and express
their feeling to their parents, following the true wish of Tết.
“Sống Như Ý” has two meanings: One is to live like an Italian, appreciating the values
and happiness of those around them. The other is to live up to our wishes. Putting it
into the Tet context, it is a wish that people often give each other to hope other live
happily with what they truly want.
Generali exploited the Asian success norms
which focus on practicality and stability, then
they mix with Italian culture: confident and
optimistic in pursuing life choice and deliver a
disruptive message in the category: encourage
youths to go for their passion in a worry-free
way, because Generali is always there to ensure
their life journey.