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Similar to Reverse engineering - Elite Assignment 2
Reverse engineering - Elite Assignment 2
- 1. Prepared by: HienNguyen for Young marketerS 8 REVERSE. ENGINEERING.
- 2. Imagine yourself seeinga branded work, beautifully crafted, and with a blank paper (or blank mind), you start to walk back to see how have they come up with such masterpiece? The insight behind? The brand idea, brand positioning, etc. How did they all come together so nicely? What you doing is called ‘reverse-engineering'. It’s planners’ favourite game. It’s what they do in their free time. It’s how they make their brain sweat. It feeds to their nature of thinking like a hacker: always curious. But to get it done right is the skill, and a skill needs to be trained. So, for this week assignment. Let’s do this exercise on 2 interesting industries: Insurance and Food delivery with 8 leading brands in Vietnam market …
- 3. The exercise plan 8X BRAND POSITIONING 8 x Promise 8 X BRAND IDEA 8 X BRAND COMMS 8 X PRODUCT On insurance On food delivery
- 4. Brand positioning The actof designing the company’s offering and image to occupy a distinctive place in the mind of the target market (Kotler, 1998). In other words, brand positioning describes how a brand is different from its competitors and where, or how it sits in customer’s mind- Kotler, 2003. What is it? The component of a Brand positioning For.only.because FOR: Who you want your customers to be (preferably knowing that there’s a quantifiable market there) ONLY: What you do that’s different- one thing BECAUSE: The reason for someone to believe your claim An omo’s dirt is good example: FOR: families with progressive mindset about children’s development. ONLY: Omo doesn’t afraid of the dirt, instead we encourage children to play in the dirt to explore the wilder world and learn new things BECAUSE: of its powerful stain removal can wash away anything.
- 5. Brand idea What isit? What’s wrong with the world? What’s unique about the brand? Look out (to the world) Look in (to the brand) It is the brand claim to consumers- to solve what’s wrong with the wold, with what the brand can offer to consumers- what’s unique about the brand. The component of a Brand idea To do. What TO DO: Brand’s action WHAT: a part of consumer’s life that receive the impact A STARBUCK’s example TO DO: to reward WHAT: everyday moments
- 6. Brand promise What isit? Example of a Brand promise Coca-cola: to refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference. It is the value or experience a brand’s customers can expect to receive every time they interact with the brand. The more a brand can deliver the promise, the stronger and more valid the brand idea is. Brand idea Brand promise Coca-cola: to be genuine, fun, contemporary and different in everything we do at a reasonable price”
- 7. Brand communication idea Whatis it? TO DO. FOR WHAT Advertising Social media content Slogan Retail space Pack design etc. It’s the brand idea translated into appealing consumer language. Brand comms idea act as a guidance for all brand’s activities, where everything sits together in perfect harmony so that consumers response in the way we want them to. The component of a Brand communication idea TO DO: To take an action FOR WHAT: the benefits behind the action A STING’s example TO DO: Bật năng lượng/ Turn on energy FOR WHAT: sống bứt phá/ To have a breakthrough in life
- 8. Product What is it? Itis the item the brand actually sell. It’s the most essential element among the 4 that have a great power to determine the success of a brand, differentiate & distinct one brand from others. 4Ps product Place Promotion Price
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- 10. Insight: People feelinsurance is a smart outsider who is always trying to take things away from them, rather than fulfilling their life. BRAND Positioning: Sustainable lifetime partner For. Vietnamese people only. Connecting emotionally with our customers Because. We stand at the frontline of efforts to find tailor-made solution and develop new approaches based on our knowledge, expertise and, above all, our humanity. GENERALI BRAND POSITIONING The belief: As long as you have health, you have everything. So with our vita package- accident insurance, we encourage you to live life to the fullest as you wish with a peace of mind. Product
- 11. Insight: there areso many pressures in life, from work, home, relationship… that all makes people to think negatively about life. BRAND IDEA: Spreading La dolce vita/ Spreading positivity to project our caring, empathetic and dynamic characteristics that add value to our customers’ lives. GENERALI BRAND IDEA Insight: the desire to break from all social prejudices that pressuring them to live upon the expectation of other people. Brand idea: for our customers to live a wholesome life with peace of mind. BRAND PROMISE
- 12. Insight: there remainsa social problem where we see people making decisions to please others, not themselves, leading to a life full of regrets. Brand communication idea: Live the way you wish/ Song nhu y GENERALI BRAND communication idea Tet 2020: Ngay cua cha 8/3
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- 14. Insight: Customers todayare bombarded with so much information and options that making a decision on which products or service are best for them can become overwhelming. BRAND Positioning: For. Vietnamese people only. Make their decision easier and lives better Because. Transform into a digital, customer-centric market leader, creating significant value for out customers. Our 5 key areas of focus: 1. Portfolio optimisation 2. Expense efficiency 3. Accelerating growth 4. Digital customer leader 5. High-performing team MANULIFE BRAND POSITIONING Life insurance- a company you to achieve big plans in life. Product
- 15. Insight: People chooseto be independent but they forget that they can still receive help to reach higher faster. If you want to go fast, you go alone, if you want to go far, you go together BRAND IDEA: Together we make it happen MANULIFE BRAND IDEA Insight: People are always on their pursuit of the next goal. While the goal suppose to be their motivation but turns out to be their hindrance. Brand PROMISE: We go together with you and bring about differences along your journey. BRAND PROMISE
- 16. Insight: People losetheir life motivation by too focusing on living their routine life. Leaving them always tired and crave much of a breakthrough. Brand communication idea: Lives made better MANULIFE BRAND communication idea Tien buoc
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- 18. Insight: People struggle,they plan long and hard before signing an insurance contract because they think it is a commitment to a life-long fixed deal. BRAND Positioning: trust worthy & understanding insurance provider For. Vietnamese people who need a life-long partner only. Willingness to listen and ability to understand Because. Prudential offers plans that are flexible, yet comprehensive, adoption to the ever-changing needs of customers. PRUDENTIAL BRAND POSITIONING Show action, take care of our loved ones with Prudential’s Life insurance- Pru-Protect 24/7, sweeping away everyday’s risks. Product
- 19. Insight: Vietnamese’s lovelanguage is through actions. But people think it has to be a grand action to show love, therefore, forgetting the meaning of the little everyday actions. BRAND IDEA: Listening. Understanding.Delivering Turn love into action from every little care in life. PRUDENTIAL BRAND IDEA Insight: Everyone wish for a better life, however, only few take action on it, because it’s easier. Brand PROMISE: Prudential will take action with you to make a better life. BRAND PROMISE
- 20. Insight: We areall absorbed into our life’s rollercoaster, with a mission of earning money to build the future life with our loved one. But because the busyness, we can’t take care of the present life with them. Brand communication idea: Here for you PRUDENTIAL BRAND communication idea MV Khi tinh yeu du lon Web series: Ba me day Web series: Anh day
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- 22. Insight: Consumers areoverwhelmed with the amount of information they have to go through in the journey of achieving that peace of mind with insurance. BRAND Positioning: For. Vietnamese people who are thinking about buying insurance only. FWD think insurance should help people, not put a burden on them Because. FWD insurance simplify all the language in the paperwork so it’s easy to understand FWD BRAND POSITIONING Product Youth is the golden time to explore and gain life experience. Let FWD’s cancer insurance put you in the control seat, to always confidently in every journey you go, knowing that we got your back.
- 23. Insight: People aren’tliving their life fully because they are busy thinking about the future that they forget to live for the present, leaving them in the constant state of worry. BRAND IDEA: Life maximised/ Sống đầy FWD BRAND IDEA Insight: People are lost & unsure in their journey of achieving their goal because feel like they’re on their own. Brand PROMISE: We are here for you BRAND PROMISE
- 24. Insight: People havethat firing flame in them, a passion that keeps them alive but they are afraid to follow it. Brand communication idea: Step forward with passion/ Vững tin bước tới. FWD BRAND communication idea Vung tin buoc toi Vung tin song day
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- 26. Insight: Modern people’sdilemma: People worry about not eating properly will affect their health badly but they don’t have time and enough effort to go get food due to the new busy lifestyle. BRAND Positioning: food experts For. Vietnamese people who don’t want to come to food, but want food to come to them. only. We make it easy, fast and convenient to delivery food to your doorstep. Because. Smart search with clear segmentation and fair ratings assist consumers to maximize their order experience. NOW BRAND POSITIONING Product Focusing on Vietnamese traditional food stalls. Feeding to the youth’s craving palate for street foods.
- 27. Insight: People knowgetting food would reboost their energy but go getting food will take away all the little energy left. BRAND IDEA: easy-fast-convenient NOW BRAND IDEA Insight: People not only want their food to be delivered, they want it to be delivered fast because their time is precious. Brand PROMISE: Deliver within 25 minutes BRAND PROMISE
- 28. Insight: when Iam hungry, I can be cranky. So I want to be cared for like I’m in a relationship. Brand communication idea: Team Now got it Bad boy ask if you eat, food boy delivery food to you. Now will treat you nicely, anything you desire. NOW BRAND communication idea Team Now Can Het
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- 30. Insight: Vietnamese peopleenjoy global exposure but at the same time want to reconnect with their cultural root. BRAND Positioning: diversity in cuisine For. Vietnamese people with global taste only. We don’t just deliver foods, we deliver diverse cuisine. BECAUSE. • Support local businesses. • Fast service- we continually learn and grow from experience • Innovation- work hard to improve our services to provide more ease for users. GOFOOD BRAND POSITIONING Product Focusing on Vietnamese traditional food stalls. Feeding to the youth’s craving palate for street foods.
- 31. Insight: Young Vietnamese’swith the attitude of ‘Live to eat, not Eat to live’ so they are always on the hunt for the best restaurants to enjoy foods. BRAND IDEA: Món ngon trong tầm tay- Good food within arm reach GOFOOD BRAND IDEA Insight: Young Vietnamese consumers aren’t willing to compromise. They want the best of both worlds even when it comes to foods. Brand PROMISE: Nhâm nhi món ngon giá xịn/ Enjoy delicious food at great price. BRAND PROMISE
- 32. Insight: you wouldchoose a mediocre restaurant near you instead of a very good one but far away because your hunger don’t give you enough patience to wait. Brand communication idea: Đỉnh của quận/ Top of the district. Recommending millions of best restaurants near your place at a promotional price. GOFOOD BRAND communication idea Dinh cua Quan
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- 34. Insight: People skipmeals not because they are lazy to eat, but because they are too busy dealing with life matters to spare time to eat. BRAND Positioning: For. Vietnamese people who are too busy (or too tired) to go get food only. Connect to consumers’ emotions through their stomach with food BECAUSE. Deliver to you from a driver who cares about you. GRABFOOD BRAND POSITIONING Product Connecting all local stores & restaurants with you.
- 35. Insight: Beyond theneed for foods, people want their craving to be satisfied. The feeling linked to the stomach as well as their heart. BRAND IDEA: Satisfy all cravings GRABFOOD BRAND IDEA Insight: The dilemma of modern people- People enjoy food at the store because it is hot and fresh, but they don’t always have time to visit the store, forcing them to rely delivery service. Brand PROMISE: Your favorite food delivered hot and fresh BRAND PROMISE
- 36. Insight: It’s notwhat you deliver, it’s how you deliver it. Customers still desire a king- treatment. Brand communication idea: Ăn như vua GRABFOOD BRAND communication idea An Nhu Vua
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- 38. Insight: People don’tjust eat to stop the hunger, they want to eat fun. BRAND Positioning: For. Vietnamese people only. Have fun eating! BECAUSE. Foodtech made fun A well-developed app, inherited from a successful mother brand in S.Korea with a fun brand identity. BAEMIN BRAND POSITIONING Product Collection of healthy food restaurant.
- 39. Insight: People don’tjust eat to stop the hunger, they want to eat fun. BRAND IDEA: Have fun eating! BAEMIN BRAND IDEA Insight: People moved pass the need of having food delivered to them. They are now struggling with what to eat every time they get hungry. Brand PROMISE: with a wide variety of food available you’re not gonna be hungry with Baemin BRAND PROMISE
- 40. Insight: People eathealthy food not only for the sake of being healthy but they want to be forever young. Brand communication idea: Thu chut healthy BAEMIN BRAND communication idea Em be MV
- 41.