The document outlines various stages of the marketing process, emphasizing the importance of consumer insight in brand positioning, brand idea development, and communication strategies. It includes case studies of different brands, such as PNJ and VinFast, detailing their unique brand offers, consumer insights, and marketing objectives to maintain market leadership. The document highlights how understanding consumer desires and unmet needs can inform effective brand positioning and communication in a competitive market.

1. Different stages of Marketing Process - Different levels of Consumer Insight
The act of designing the brand’s offering
and image to occupy a distinctive place in
the mind of the target market.
The concept that sits at the heart of the
business.
Brand idea = Brand philosophy + Brand
essence + Brand values
The big concept for communication,
coming from Brand essence. It’s what
consumers will remember about the brand.
Each stage requires a deeper, more specific version of Consumer Insight
Brand
positioning
Brand Idea
Brand
Communication
Idea
Definition
Product
development
STP
Brand
strategy
development
Brand
communication
strategy
development
Brand
communication &
activation

2. Market
understanding:
Competitive
strength,
Competitor analysis
Consumer insight:
Simply an unmet need,
unsolved problem.
Business objectives
Consumer Insight in
Brand Positioning
Brand Positioning
Use of
Consumer
Insight
• Target new market
• Sharper/better positioning
• Repositioning
• Extend brand positioning

3. Brand Idea
• Brand Philosophy
• Brand Values
• Brand Essence
Consumer insight in Brand Idea:
The consumer’s desire & problem
that has high sustainability and can
be solved by all means of the brand.
Marketing objectives
Brand Idea
Consumer Insight in Use of
Consumer
Insight
• Deep dive in consumer’s
mind to differentiate the
brand
• Create brand meaning that
aligns with product’s feature
Market understanding
Unique Brand Offer (UBO)

4. Brand
communication
idea
Consumer Insight in Brand
Communication Idea: A deep
understanding of a person, that he/she:
- Wants to hide
- Doesn’t want to admit
- Doesn’t recognize it
And can be solved by a specific mean of
the brand in a specific period of time.
Communication
objectives
Brand Communication Idea
Consumer Insight in
Use of
Consumer
Insight
• Urge consumer to take a
specific action.
• Set out the right goal - a
new way of thinking and
acting of consumers
Unique Brand Offer (UBO)

5. • Context: In 2013, PNJ was the
leader of Vietnamese jewelry
market
• Business objectives: maintain the
Market leader position.
• Market insight: Jewelry back then
was still simply designed. They
were all looked the same.
• Consumer insight: As living
standard evolved, women were
looking for more sophisticated
jewelry.
→ Brand positioning: The brand that
brings sophisticatedly, well designed
jewelry for women.
Source
Consumer Insight in
Brand Positioning
PNJ

6. Consumer Insight in
Brand Idea
PNJ
Marketing objectives: recruit more female customers & increase brand love.
Brand Idea
NIỀM TIN & PHONG CÁCH
The jewelry brand that brings emotional values to women:
Trust in love & themselves, Style in the way they wear jewelry.
Consumer Insight
Jewelry ‘s value is defined
by both monetary value &
emotional value. However,
in Vietnam, jewelry used to
be coveted for its monetary
value instead of the
emotional value.
UBO
PNJ brings women not only
authentic fine jewelry, but
also upgrade their
confidence & style with
sophisticated design.

7. Communication objectives: make everyone realize women’s precious
values, and showcase PNJ’s jewelry as a way to treasure them.
Brand Communication Idea
TÔN VINH GIÁ TRỊ ĐÍCH THỰC
PNJ’s craftsmanship process is inspired by modern
Vietnamese woman and their attitudes.
Consumer Insight in
Brand Communication Idea
PNJ
Consumer Insight
Vietnamese women are
precious, they have
exceptional beauty from
the soul & attitudes.
However, many men take
women’s precious values
for granted.
UBO
PNJ’s jewelry was created by
excellent craftsmanship.
They have the same beauty
as women and is the worthy
gift to treasure women.

8. • Context: In 2014, the coffee shop industry was
leaded by the foreign franchise companies with
the price range from 30.000-40.000VND from
50.000-60.000VND.
• Business objectives: Expanding 20 coffee shops
in the next one year.
• Market insight: The price ranged from 30.000-
40.000VND has not offer the suitable space while
the price ranged from 50.000-60.000VND is too
high for the youth.
• Consumer insight: More than a cup of coffee, a
real connection is what young people seek for in
the coffee shop. However, they are struggling to
find a suitably experienced connection space with
an affordable price.
→ Brand positioning: An open space for nurturing
deep connection with an affordable price
Consumer Insight in
Brand Positioning
THE COFFEE HOUSE

9. Brand Idea
Marketing objectives: Create a friendly, cosy & delighted
perception on the brand.
Brand Idea
DELIVERY HAPPINESS
The Coffee House brings customers small delighted moments,
making them better everyday and keep sharing happiness.
Consumer Insight
Delighted moments are
what young people seek for
when they go coffee.
UBO
With the human-centric culture,
The Coffee House offers for
customer every little thoughtful
and caring service
Consumer Insight in
THE COFFEE HOUSE

10. Consumer Insight in
Brand Communication Idea
THE COFFEE HOUSE
Communication objectives: create a “cozy as home”
feeling for The Coffee House (Increase brand awareness)
Brand Communication Idea
THE COFFEE HOME
Whenever you come to The Coffee House, you can always find
joy and intimate sharing with others like home
Consumer Insight
Home is always the
happiest place for the
youngsters to express their
true emotion
UBO
The Coffee House provides
customers with the most
comfortable space and good
drink, bringing real
moments of comfort.

11. • Context: In 2018, Vietnam car
industry didn’t have any domestic
brand.
• Business objective: Bringing
Vinfast cars to the top of the best-
selling brands in Vietnam
• Market insight: Very few high-end
and luxury foreign cars are suitable
for Vietnamese people.
• Consumer insight: Owning a car is
the Vietnamese dream, but they
always consider to save as much
money as possible.
→ Brand positioning: World-class
Vietnamese car
Consumer Insight in
Brand Positioning
VINFAST

12. Consumer Insight in
Brand Idea
VINFAST
Marketing objectives: Encourage Vietnamese pioneers to
use Vinfast & increase brand love.
Brand Idea
DẪN LỐI TIÊN PHONG
Consumer Insight
Vietnamese people want high
quality products at reasonable
prices but do not really trust
Vietnamese brands
UBO
In addition to high quality
and reasonable price, Vinfast
is a product that shows the
pioneer spirit of Vietnamese
people
Vinfast is inspired by the pioneering, daring to
overcome the challenges of the Vietnamese.
And Vinfast want to inspire Vietnamese to give
Vietnamese cars a chance

13. Product: Vinfast President
Target: Middle-aged men, who have high social
status and positions.
Communication objectives: Increase brand
awareness and brand attributes in a luxurious car
Brand Communication Idea
DẤU ẤN NGƯỜI DẪN ĐẦU
Vinfast President helps the boss relax during the move,
while demonstrating the high-class of the owner
Consumer Insight
For a boss, a car is the
way to show off his class
and his pioneering
UBO
Vinfast President with
luxurious exterior, interior,
powerful engines and
convenient functions are
suitable for busy bosses.
Brand Communication Idea
VINFAST
Consumer Insight in

14. Consumer Insight comparison
Consumer
Insight in
Brand Positioning Brand Idea Brand Communication Idea
What is it?
Simply an unmet need,
unsolved problem in a specific
market.
The consumer’s desire &
problem that has high
sustainability and can be solved
by all means of the brand.
A deep understanding of
consumer’s desire & problem in a
more specific context, that he/she:
- Wants to hide
- Doesn’t want to admit
- Doesn’t recognize it
And can be solved by a specific
mean of the brand.
For what?
- Target new market
- Sharper/better positioning
- Repositioning
- Extend brand positioning
- Deep dive in consumer’s mind
to differentiate the brand
- Create brand meaning that
aligns with product’s feature
- Urge consumer to take a specific
action.
- Set out the right goal - a new way
of thinking and acting of consumers
Depth General Deep Deep
Sustainability Long-term Long-term Short-term

15. Thanks!
Team 1 – Assignment 1.1
Vu Nguyen Mai Linh
Tran Thi Phuong Tram
Le Ngoc Quynh Chi
Do Tan Phat