Young Marketer Elite 2013 - Assignment 6.1 - Bich van & Hoang lan
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The document discusses brand innovation using Dove body wash as an example. It provides an overview of the different types of innovations that make up a brand innovation mix, including product, pricing, communication, distribution channel, and packaging innovations. It then details how Dove implemented various innovations for its Deep Moisture body wash line, such as a moisturizing product formula, competitive pricing, digital communication channels, lighter packaging, and positive post-launch consumer evaluations.
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Prom strat assignment b shivakotesh pgp30305_lifebouy vs dettol
The document discusses the promotional strategies of Lifebuoy and Dettol soap brands. Both brands use celebrity endorsements, rural marketing through wall paintings, and public contact campaigns. They offer single-unit and multi-pack discounts. Lifebuoy leverages combo offers through its parent company HUL. Dettol promotes family hygiene. Print ads are used for comparative claims and coupon printing.
Lifebuoy
Lifebuoy soap was introduced in India in 1895 and was initially marketed based on its promise of health and hygiene. It became known for its jingle promoting its ability to protect against germs. Over time, Lifebuoy went through different stages of its product lifecycle, initially growing due to its positioning as a germ-killing soap targeted towards men. It later matured and saw declining market share due to new competing soaps and changing consumer preferences. This led Lifebuoy to undergo a brand rejuvenation process where it broadened its target audience and added new fragrances and grip designs to appeal to more customers.
Logistics Management of Lifebuoy
Hindustan Unilever Limited (HUL) is an Indian consumer goods company headquartered in Mumbai. It produces foods, beverages, cleaning agents, and personal care products, including the Lifebuoy soap brand. Lifebuoy was introduced in 1895 in England and uses carbolic acid, which gives it a distinctive red color and medicinal scent. It is still manufactured today and is a leading soap brand in many developing countries. HUL follows the supply chain process of planning, implementing, and controlling the efficient flow of goods from manufacturers to customers.
Presentation on hul
Lifebuoy soap was created in 1894 to use carbolic acid, giving it a red color and strong scent. It has since evolved to offer various health and hygiene products. Unilever positions Lifebuoy for low-income customers seeking an affordable, long-lasting soap. It offers standardized and customized products through strong distribution channels and minimal margins. Surf Excel has also found success by being sold in over 20 countries through effective branding, varieties, and Unilever's strong image.
Philips-Case study
Philips was founded in Amsterdam by Anton, Frederik, Gerard and Leonardo Philips. Their logo features stars representing the night sky where radio waves travel, and waves representing radio waves. Philips aims to provide simplicity and efficiency through products designed around consumers that are easy to experience and advanced. This strategy risks not being cost-efficient, reliable, or easy to use. To compete with Japanese electronics manufacturers, Philips can develop large, automated plants, conduct consumer research to inform campaigns, provide offers and discounts, and effectively market through advertisements, online, and social media.
Choice to change
The document discusses creating a brand that encourages people to make changes in their lives. It proposes marketing campaigns like creating video programs of real people's life changes, trainings for self-improvement, and forums where people can help each other. The goal is to promote the message that every moment offers an opportunity to change one's life through actions like choosing a new daily routine or culture of self-improvement.
Digging for Gold
This document discusses the importance of validating consumer insights before using them to drive business innovation. It provides an overview of insight validation methods that can help identify the insights with the highest potential for innovation, branding, or activation. These methods move beyond traditional surveys by using qualitative plug-ins, collaborative tools, and emotional measurement to gain a deeper understanding of why certain insights perform better than others. Insight validation is presented as a necessary step for selecting the most promising insights to pursue, thereby increasing the chances of successful marketing innovation initiatives.
[Young marketers 2013] final G.A.Y
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Gatorade launching plan.
The winning team:
G.A.Y
Lê Vũ Phúc
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Prom strat assignment b shivakotesh pgp30305_lifebouy vs dettol
The document discusses the promotional strategies of Lifebuoy and Dettol soap brands. Both brands use celebrity endorsements, rural marketing through wall paintings, and public contact campaigns. They offer single-unit and multi-pack discounts. Lifebuoy leverages combo offers through its parent company HUL. Dettol promotes family hygiene. Print ads are used for comparative claims and coupon printing.
Lifebuoy
Lifebuoy soap was introduced in India in 1895 and was initially marketed based on its promise of health and hygiene. It became known for its jingle promoting its ability to protect against germs. Over time, Lifebuoy went through different stages of its product lifecycle, initially growing due to its positioning as a germ-killing soap targeted towards men. It later matured and saw declining market share due to new competing soaps and changing consumer preferences. This led Lifebuoy to undergo a brand rejuvenation process where it broadened its target audience and added new fragrances and grip designs to appeal to more customers.
Logistics Management of Lifebuoy
Hindustan Unilever Limited (HUL) is an Indian consumer goods company headquartered in Mumbai. It produces foods, beverages, cleaning agents, and personal care products, including the Lifebuoy soap brand. Lifebuoy was introduced in 1895 in England and uses carbolic acid, which gives it a distinctive red color and medicinal scent. It is still manufactured today and is a leading soap brand in many developing countries. HUL follows the supply chain process of planning, implementing, and controlling the efficient flow of goods from manufacturers to customers.
Presentation on hul
Lifebuoy soap was created in 1894 to use carbolic acid, giving it a red color and strong scent. It has since evolved to offer various health and hygiene products. Unilever positions Lifebuoy for low-income customers seeking an affordable, long-lasting soap. It offers standardized and customized products through strong distribution channels and minimal margins. Surf Excel has also found success by being sold in over 20 countries through effective branding, varieties, and Unilever's strong image.
Philips-Case study
Philips was founded in Amsterdam by Anton, Frederik, Gerard and Leonardo Philips. Their logo features stars representing the night sky where radio waves travel, and waves representing radio waves. Philips aims to provide simplicity and efficiency through products designed around consumers that are easy to experience and advanced. This strategy risks not being cost-efficient, reliable, or easy to use. To compete with Japanese electronics manufacturers, Philips can develop large, automated plants, conduct consumer research to inform campaigns, provide offers and discounts, and effectively market through advertisements, online, and social media.
Choice to change
The document discusses creating a brand that encourages people to make changes in their lives. It proposes marketing campaigns like creating video programs of real people's life changes, trainings for self-improvement, and forums where people can help each other. The goal is to promote the message that every moment offers an opportunity to change one's life through actions like choosing a new daily routine or culture of self-improvement.
Digging for Gold
This document discusses the importance of validating consumer insights before using them to drive business innovation. It provides an overview of insight validation methods that can help identify the insights with the highest potential for innovation, branding, or activation. These methods move beyond traditional surveys by using qualitative plug-ins, collaborative tools, and emotional measurement to gain a deeper understanding of why certain insights perform better than others. Insight validation is presented as a necessary step for selecting the most promising insights to pursue, thereby increasing the chances of successful marketing innovation initiatives.
[Young marketers 2013] final G.A.Y
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Gatorade launching plan.
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2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest;
3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers;
4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động.
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Young Marketers 4 - Final Round - M.L
Young Marketers đến 2014 bao gồm các nền tảng:
1. Young Marketers Contest - cuộc thi marketing dành cho sinh viên được tổ chức hàng năm;
2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest;
3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers;
4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động.
Young Marketers - Empower the next marketing generation.
FLL UNILEVER_DIAN YUDICIA
I HOPE YOU CAN ENJOY THIS ^_^
to see the video about real beauty sketches https://youtu.be/-SIwCNB_LC4
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Young Marketers 4 - Final Round - The last five days
Young Marketers đến 2014 bao gồm các nền tảng:
1. Young Marketers Contest - cuộc thi marketing dành cho sinh viên được tổ chức hàng năm;
2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest;
3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers;
4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động.
Young Marketers - Empower the next marketing generation.
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This document outlines a deployment plan for an app called Hunters App. The plan details two phases - a pre-launching phase for alpha and beta testing that will cost 700 million VND and a launching phase that will cost 2 billion VND. It also lists Xay App as an exclusive sponsor strategic partner and includes a backup budget of 300 million VND.
Young Marketers 5 Semi-Final - ĐẬU
This document outlines a marketing campaign for Bitis Hunter to promote simple and daily exercise. It targets university students aged 18-25 in Hanoi and Ho Chi Minh City. The campaign aims to challenge perceptions that exercise requires dedicated time and show that it can be incorporated into daily activities. It consists of 3 phases: 1) Trigger awareness through a "SIMPLE Race" activation. 2) Build experience with a photo contest, mobile app with step tracking and challenges, and tips. 3) Amplify messaging with a "Rooftop Music Party" activation to celebrate stories of simple daily exercise. The goal is to position Bitis Hunter as helping people exercise in a comfortable and simple way through their daily routines.
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This document discusses developing an e-wallet product called Momo to target first jobbers aged 23-30 in major cities. There is an opportunity to convert their daily payments to digital by unlocking features to help them maximize the value of each payment and create a reason to reuse the e-wallet. The key insight is that daily payments are often overlooked despite totaling a significant amount. An e-wallet could suggest optimal payment options and integrate promotions to help users enjoy life more through their payments. The strategy is to acquire users by addressing this pain point then engage and amplify positive experiences over three campaign phases.
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The document outlines objectives and strategies for re-positioning the MOMO e-wallet over three years in Vietnam. The objectives are to build a new product and marketing strategy for MOMO, launch an initial marketing campaign, and achieve specific targets for awareness, new users, and market share. The strategies proposed include leveraging real-time data and analytics to optimize the daily payment experience for millennial target customers and maximize their opportunities to engage in new experiences each day within their budgets. A marketing mix is proposed including product features, pricing, placement, and promotional activities to attract new users and maintain engagement over three years.
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This document discusses plans for improving retention and usage of the MOMO e-wallet app in Vietnam. It identifies low retention and underdeveloped ecosystem as key issues. The proposed solutions include building an ecosystem to make MOMO more convenient and accessible, establishing a unique positioning to drive frequent usage, and developing new features like micro-credit, daily payment management, and recommendations. A marketing campaign is outlined to introduce these new features and target young urban users experiencing "month end mare" or the stress of lacking money at the end of the month. The goal is to attract 10 million users and 3 million active users utilizing the new micro-credit function.
Think Big and Connect to the Max: How Pepsico (re)connected the Ruffles brand...
PepsiCo wanted to (re)connect the Ruffles brand with the Turkish youth. For six weeks a ‘Market Research Online Community’ (or ‘Consumer Consulting Board’) was the central hub in which the dialogue between Gen Y, the Ruffles brand team and the advertising agencies of PepsiCo took place. In three sequential stages we moved from generating insights into Turkish youth’s everyday life and their aspirations over testing and fine-tuning activation platforms and campaigns to creating an understanding of the role of social media in brand activation today. To enhance decision making, we wanted to connect all stakeholders to a maximum extent with the target group. To realize that, we created several touch points between the consumer world (the research results) and the business world (the marketing team and their objectives) while sharing our research results: online and offline consumer immersion exercises with all stakeholders, intermediate debriefs and workshops, a creative brainstorming session and a live chat session with members of the community during that brainstorm. This paper gives insights into the power of using research communities to deeply understand a target group and in the value of ‘triangulation’ in qualitative research (tackling the same issue from different angles and with different eyes). It also illustrates how creating several touch points between the consumer world and the business world can deliver bigger impact on marketing thinking.
Young Marketers 4 - Final Round - M.L
Young Marketers đến 2014 bao gồm các nền tảng:
1. Young Marketers Contest - cuộc thi marketing dành cho sinh viên được tổ chức hàng năm;
2. Young Marketers Elite Development Program - chương trình 30 tuần học với các chuyên gia marketing hàng đầu Việt Nam dành cho các bạn xuất sắc nhất các kỳ thi Young Marketers Contest;
3. Young Marketers Connection - nền tảng kết nối chia sẻ với ý tưởng let the young marketers empower the next young marketers;
4. Young Marketers Initiatives - quỹ khuyến khích các young marketers phát triển và thực hiện các ý tưởng vì cộng động.
Young Marketers - Empower the next marketing generation.
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I HOPE YOU CAN ENJOY THIS ^_^
to see the video about real beauty sketches https://youtu.be/-SIwCNB_LC4
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HUL is India's largest fast-moving consumer goods (FMCG) company with over 75 years of experience in India. It has a pan-India footprint with products that touch the lives of 2 out of 3 Indians daily. HUL holds the number 1 or strong number 2 position in over 95% of the business categories. The company aims to double its size while reducing environmental impact by inspiring small everyday actions. It has demonstrated consistent growth, achieving an 11.3% CAGR from 2006 to 2010-2011. HUL also has strong brands, market leadership positions, talented employees, and global leverage that position it well to capitalize on growth opportunities in India.
Dove
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
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The document discusses Neways, a company that sells personal care and dietary supplement products without industrial chemicals. It provides an overview of Neways' history since the late 1980s when it was founded, locations it has opened around the world, and top-selling products over the years. It then outlines Neways' focus for 2011, which includes creating healthier homes by replacing products with Neways' items, increasing product innovation, and expanding carefully in Asia.
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This presentation is an attempt of Jeet Parekh to solve the Harward Business Review case study on "Dove : Evolution of a Brand". It looks every aspect of it and every detailed
DOVE: EVOLUTION OF A BRAND BY JEET PAREKH IIT BHU
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THIS IS ATTEMPT TO SOLVE A FAMOUS CASE OF HARVARD BUSINESS REVIEW. AWESOME CASE STUDY TO UNDERSTAND BRANDING.
Final bodyshop
The document summarizes a proposed advertising campaign for The Body Shop to reposition the brand by emphasizing its ethical standards and focus on creating a more beautiful world. The campaign would involve beautifying cities through green initiatives like planting walls and bottles displaying ecosystems. Advertisements would transform billboards into green displays and product packaging would contain wildflower seeds. The goal is to demonstrate The Body Shop's values through actions benefiting communities and the environment.
Unilever's real beauty campaingn for dove
The document summarizes Unilever's "Campaign for Real Beauty" marketing campaign for their Dove brand. It discusses the history of Unilever and Dove, the goals of the campaign launched in 2005 to feature women of various body types, and the positive reception and increased sales it received. It also reviews Dove's consumer behavior, customer satisfaction, and marketing strategies in India.
Brand Equity of Dove
Evaluated Brand Equity of the product dove on the basis of brand asset valuator model (BAV) and Colombo Morrison Model
Dove
This document provides information about Dove Beauty Bar's group members and marketing strategies in Pakistan. It discusses Dove's product range, pricing at Rs. 80 then lowering to Rs. 50, distribution through PUL's 2,500 redistribution stockists and over 1 million retail outlets, and promotional campaigns like Dove Self Esteem Fund and REAL beauty campaign. Dove segments consumers based on demographics like gender (females), income (high, upper middle), and psychographics (changing perceptions of beauty). It targets working women and higher income groups. Dove positions itself as a personal care brand providing maximum moisturization compared to soap.
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The document provides direction for inside a building. It does not provide any other context or details about the building, location, or purpose of the directions. The directions are brief and do not specify where to go once inside.
Ym elite vu phuc & hoang lan-final
The campaign aims to strengthen Closeup's image as a symbol of love in Vietnam. Phase 1 triggers awareness of the need for a place to express love. Phase 2 engages youth through an online contest and large-scale outdoor event "Walk of Love" where 99 couples engraved their names on a giant heart. Phase 3 amplifies the program across media channels frequented by youth. The integrated online, offline and PR approach engaged many consumers. However, the trigger phase could have created a stronger hook. The event also did not create a unique mark for each couple. And the campaign did not sufficiently discuss nurturing love after it was expressed.
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Corporate public relations involves implementing effective internal communication and external reputation management. It encompasses corporate citizenship, ethics, and communication. Vinamilk conducted a successful CSR campaign providing free milk to underprivileged children, achieving positive social and business results. When Tiki.vn's online promotion event failed due to technical issues, the CEO personally apologized, acknowledging mistakes and regaining user trust. FPT maintains cultural values of respect, innovation, and teamwork through publications, traditions, and work environment initiatives that foster staff attachment to the company.
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Mobile marketing allows organizations to communicate with audiences through mobile devices and networks in an interactive way. It focuses on real-time interactions and measuring campaign effectiveness in real-time, rather than being device-focused. Social media and mobile devices are changing when and where consumers make purchasing decisions, with customers now finding product information through social platforms like Twitter as easily as search engines. People in the early search stages of purchases are increasingly relying on social networks to see friends' opinions in a phenomenon called "crowdsourcing," and more people trust purchase recommendations from other individuals.
Grand test
1. The document discusses plans for launching a new ready-to-drink tea product targeted at female homemakers in Vietnam.
2. Market research shows growth in bottled green tea and that female homemakers, ages 20-29 in urban areas, drink tea 1-2 times daily for health and beauty benefits.
3. The brand idea is "Being a partner's health and your beauty" and will position the product as providing healthy lifestyle and beautiful moments through herbal tea flavors and milk.
Young Marketer Elite 2013 - Assignment 13.1 - Trung Hieu & Hoang Lan
The document discusses social media in Vietnam and a Kotex marketing campaign. It provides statistics on social media usage in Vietnam as of 2012, with over 8.5 million users and 24% having a YouTube account. The Kotex campaign targeted teenagers and sought to build brand awareness, love, and confidence by questioning social labels. It used social debate, TV ads, brand ambassadors, and events to deliver the message of "being yourself" despite others' labels. The campaign was highly successful with over 20 million video views and positive engagement across online and offline events.
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This document outlines a Valentine's Day digital marketing campaign for YoMost. The campaign's objectives are to enhance YoMost's brand image as a top brand for Valentine's Day and create a unique way for couples to express love through an augmented reality mobile app called YoLove. The target audience is Vietnamese young couples aged 18-30. The campaign strategy involves releasing an online video and deploying the YoLove mobile app, social media, web banners, and website to encourage sharing love messages. The campaign saw over 200,000 video views and thousands of love messages shared, showing the potential of digital campaigns to engage youth audiences.
Assignment Week 2 - Market Research
The research brief outlines key elements for a market research project, including:
1. Market and strategic overview to understand the context and objectives.
2. Background and role of the research to specify how findings will inform decisions.
3. Objectives including business goals and specific research questions.
4. Suggested approach and target groups to provide guidance on methodology.
5. Reporting requirements to establish deliverables.
6. Timing and budget constraints to ensure feasibility.
7. Existing information to refine the scope and build on past learnings.
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- 1. HOÀNG LÂN – BÍCH VÂN
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- 5. INNOVATION PROCESS Insight Concept Innovation POST-LAUNCH LAUNCH PREPARATION CAPABILITY FEASIBILITY IDEAS What should we do? Can we do it? Let’s do it! Make sure we can! EVALUATION LAUNCH Was it success ? INNOVATION FUNNEL ROLL-OUT CONTENDER Recommend others to do the same
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