This document provides information about marketing Lipton tea to millennials in Vietnam. It discusses the target group of millennial first jobbers aged 20-25 who are undergoing a transformation from student to professional life. The challenge is to make Lipton tea bags appeal to this group by being a "mental friend" during this stage. A marketing campaign is proposed to identify insights about what matters to this group and their perceptions of tea drinking. The campaign would introduce Lipton into their daily occasions in a positive way and be deployed through consumer communication, promotions, and a budget plan.
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
One in four people in Nepal lives below the national poverty line that is just 50 cents per day. People that live under the poverty line do not have enough money to meet their basic needs like food, clothing and shelter.
Those who live in mountainous, more rural areas are the most likely to suffer from poverty and hunger that affects the country.
The 2016 Global Hunger Index (GHI) found that 7.8 percent of Nepal’s population was undernourished. Nepal is ranked 72 out of 118 countries in the GHI, and the report rates Nepal’s hunger at 21.9, which falls into the category of serious. However, these numbers are lower than they have been in past years since 2000, GHI ranked Nepal’s hunger at 43.1.
Agriculture provides work to 68 percent of Nepal’s population and accounts for 34 percent of the country’s GDP, yet food is in low supply for Nepali citizens.
Robert shemin - Live The Significant Life ContestRobert Shemin
We are looking for sustainable models of business and social responsibility. This must be a business with a real product or real service with sales but wants to expand.
Today’s consumer is raising their voice on social platforms and testing the limits of individual influence. They are empowered and enabled, and on a mission to matter. They’re no longer just complaining – they’re flexing social muscle to force brands to change. Whether an individual is campaigning for a cause, or on a quest for influence, or joining a rage-in on social media they can cause irreparable damage to a brand.
We are in a brutal cultural moment when the good, bad and ugly are indistinguishable to a call-out culture that can seem to care very little for the ‘why’ behind the ‘what’. Whether a brand has made an honest mistake or taken an ill-judged decision, social media enables and amplifies cycles of cruelty. To survive in the call-out culture world, brands need to think differently about how they react when they’re put under the spotlight, and how to make their brands less likely to be called out in the first place.
This presentation highlights what I believe are the top trends to look out for and to apply in your 2015 marketing and advertising strategies. It is compiled after extensive research into almost all of the 2015 Trend reports, and summarizes the overlaps and over arching major themes into one theme: The Brand of Me.The 6 sub trends that form under this are the 6 areas that deserve the most focus this upcoming year.
In the times of consumption upgrading, how does yogurt deliver the factor of ...Simba Events
In the times of consumption upgrading, how does yogurt deliver the factor of “enjoyment”?
——Sun Yingbei, FIS China Application Center Manager, FS Product Manager for CTS AP, Cargill Asia Pacific Food Systems (Beijing) Co., Ltd.
Chivas Regal: why purpose matters & bringing to life the consumer brandHavas People
Jackie Chou, Global Account Director at Havas Worldwide, presents the Chivas 'Win the right way' campaign, which shows a a brand injecting purpose and meaning to do good.
Reach an underserved demographic through E\’LON Couture Magazine. Most advertisers spend an enormous amount of money targeting a younger demographic but our research has shown those who are brand loyal tend to spend more money on brands they trust, pass down those brand to their daughters and don\’t mind spending money for \’real\’ luxury items they can now afford. Reach this growing demographic via E\’LON Couture Magazine.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. UFLL 2016, the mission is all about
YOUR GENERATION.
MILLENNIALS
EMPOWER
The Brand that joins you on
UFLL journey 2016
3. ENTER TO THE WORLD OF LIPTON
LIPTON is a “Positivity” Tea Brand with the mission of helping people feel good,
look good and get more out of life, and by which contributing to the key pillar
under Unilever Sustainable Living plan – “Improving Well-being”.
4. ENTER TO THE WORLD OF
OUR
PEOPLE
PORTRAIT
Young Adults transitioning into / throughout adulthood (20-34) who embrace possibilities and
adopt a positive mindset throughout life – Possibility Embracers.
He / she is an embracer of the ‘adventure’ of their current life phase, knowing that it’s their
choice to take it on, with a positive attitude, and seize potential opportunities.
They believe that a positive attitude towards possibilities during change determines how well
they will do. They believe that the greater responsibility they take for making and guiding
their own life, the bigger the reward.
They are curious, optimistic, spontaneous, vibrant and want to have fun! Yet they have
purpose.
Possibility Embracers want to feel a positive mood shift. A cheerful, joyful liberated
experience. They choose Lipton Tea because it delivers emotional “feel good” and exciting,
great tastes – whether it is hot tea or cold tea.
LIPTON IS A POSITIVITEA BRAND FOR POSSIBILITY EMBRACER
6. ENTER TO THE WORLD OF LIPTON
LIPTON IS
POSITIVE.
In a world with both good and bad sides,
we truly believe in looking for the positive.
It’s not a case of pretending everything is
perfect, but being optimistic by choice,
And always seeing the cup as half-full.
We are the “POSITIVE” TEA
brand which gives you the
“BETTER-FOR-YOU”
UPLIFT.
OUR
PERSONALITY
OUR DISCRIMINATOR
7. ENTER TO THE WORLD OF LIPTON
LIVE LIFE THE POSITIVE WAY!
BE AWAKE to WHAT REALLY MATTER
9. VIETNAM BUSINESS CONTEXT
Lipton is solid market
leader in Tea Bag
Vietnam is a tea
country, but Tea Bag
is not with the Youth.
Lipton is perceived as an image
of success and positivity, but a
bit “maturity”.
Only around 11% of target group (20-
34 y/o) drinking Tea bag, with the
average of twice or three-times drinking
a cup of tea per year. (*)
The Youth is now looking
for well-being and
convenient format.
The challenge is how to bring inspiration to
connect the Youth with the Category.
As market leader, we want to build the
Brand to become apart of the Youth.
(*) Source: Drinking Usage Panel – Kantar World Panel (Q1 2016)
1 2 3
10. STUDENT LIFE FIRST JOBBER
Millennial is the generation among 20-34 years old, who are different from any other generation that has come
before. A few facts about them: they are the best educated generation ever, they are the most heavily digital savvy,
they live in a global economy and start working during the deepest global recession...
An important milestone of millennials is the TRANSFORMATION STAGE of their life (20-25 y/o), from student life
to a first jobber’s life. This is when they face the challenge of changing and adapting themselves to grow and
develop in a totally new and different environment vs before. This is when their life mostly become independent
from family, with more opportunities, responsibilities and expectation.
And this is When Lipton – a brand of “Positivity” and “Possibility” can join them on their journey.
VIETNAM BUSINESS CONTEXT
Lipton core target group is Millennials.
11. THE CHALLENGE
Make Lipton Tea bag become a MENTAL
FRIEND of Vietnamese Millennial first
jobber (20 – 25 y/o) during the
transformation stage of their life
12. THE CHALLENGE
KEY TARGET
GROUP
Millennial first jobber (20-25 y/o). Who is looking for
vitality lifestyle, who is in need of a drinking solution that
bring them a healthy uplift and refresh their mind in their
daily life.
MISSION
Empower Millennial generation in their important
milestone of life – as a first jobber (20-25 y/o)
13. THE CHALLENGE
Make Lipton Tea bag become a MENTAL FRIEND of
Vietnamese Millennial first jobber (20-25 y/o)
during the transformation stage of their life.
DELIVERABLE: A marketing campaign that give
solution for the challenge. The Idea must cover:
• INSIGHT IDENTIFICATION (45%)
What matter to millennial first jobber? What
makes this stage of their life different from the
previous ?
What is their definition of “Being Positive” and
“Being a Possibility Embracer”?
What is their current perception and association to
Drinking Tea habit and Lipton?
• CAMPAIGN IDEA (30%)
How to enable and be apart of their positive
attitude and life style?
What is their suitable daily occasion to drink Tea?
How to introduce Lipton into this occasion in a
PosibiliTEA way?
• DEPLOYMENT PLAN (25%):
How to deploy your campaign idea in selected
touch points
- Consumer communication (digital, OOH…): 10%
- Promotion at point of purchase (instore visibility,
activation…): 10%
- Budget plan for your proposal (contribution by
key channels, rationales behind): 5%
14. While large amount of 40+ y/o group drinking Teabag is because of thirst
quenching, only 18% younger target (20-34 y/o) has the same reason. 30%
of this young group are skewed to more complicated need such as
Refreshing, Relaxation, and Cooling down when choosing Teabag.
More than 50% of Lipton users drink Lipton teabag in OOH occasions,
like coffee shops or in Office.
Morning (after breakfast) is the most important occasion for TEA during
the day.
MILLENNIALS & THE HABBITS OF DRINKING TEA
REFERENCES
