The document discusses a strategy to rejuvenate the perception of 'high-quality Vietnamese goods' (HVNCLC) among Vietnamese millennials, who consider the current label superficial and meaningless. It proposes a new branding initiative emphasizing 'global standard, local fit' to align products with Vietnamese identities and cultural values. The campaign aims to raise awareness and engage millennials through various channels, including print ads and an e-commerce platform, while promoting the concept that local fit is a crucial quality indicator.

1. YOUNG MARKETERS 8
FINAL ROUND
Nguyễn Xuân Vinh
Nguyễn Thị Hoài Thương

2. ClarifytheChallenge
Background
‘High-Quality Vietnamese Goods’
(HVNCLC) - once a renowned
guarantee, is losing its impact on
consumers, business and media.
Jobs to be done
Create interest and positive
reception from Millennials
consumers
Refresh and Reactivate, Elevate
High-Quality Vietnamese Goods
Create interest and support
from Vietnam brands
1
2
3
NOTE
We use HVNCLC as the
abbreviation for High-Quality
Vietnamese Goods in this
proposal

3. VIETNAMESE MILLENNIALS ARE HIGHLY AWARE
ABOUT HVNCLC, BUT HAVE NO CARE ON IT
ClarifytheChallenge
The impact in the past has leave huge impression of
HVNCLC on Vietnamese Millennials.
However, they don’t consider about it when buy
goods – even Vietnamese goods.
Know the existence of HVNCLC
but they don’t care about that
The Symptom
90% Self-conducted
survey

4. THIS COMES FROM A ‘CATEGORY’ ISSUE –
THE SOULLESS LABEL OF ‘VIETNAMESE GOODS’
ClarifytheChallenge
The significant trends that promote Vietnam-labeled Goods
has made the label obsessive and mainstream to
Vietnamese Millennials.
They perceive it as a superficial and meaningless label. This
perception damages their consideration for HVNCLC as well
as other related trends.
The Key Problem
‘VIETNAMESE GOODS’

5. THEY DON’T SUPPORT
THE ‘VIETNAMESE GOODS’ LABEL
THEY SUPPORT THE VIETNAMESE IDENTITIES WITHIN
ClarifytheChallenge
Vietnamese Millennials grow smarter and more skeptical. The more we say ‘Vietnamese
should prioritize Vietnamese Goods’, the more meaningless they feel
Instead, they look for goods that embrace Vietnamese identities within
In-depth Understanding

6. Insight
We don’t look for the goods with superficial Vietnamese label.
We look for the goods that embrace Vietnamese identities
Because it’s also our identity, the goods would fit ourselves.
Insight&Strategy
WE DON’T BUY ‘VIETNAM’ BRAND.
WE BUY VIETNAM-FIT.

7. Branding Task
We need to disrupt Millennials perception on our
meaningless “Vietnamese Goods” label
Mindless
Millennials
Mindful
Millennials
“It is mainstream and
meaningless”
“It has meaningful
connection with
Vietnamese identities”
Insight&Strategy

8. Strategic Approach
By integrating ‘Local Fit’ in our
guarantee for Vietnamese goods
Soulless
Guarantee
Soulful
Guarantee
The quality checking is generic
or does not highlight the local
understanding in products/
brands
The quality checking that put
the understanding and
serving Vietnamese local
identities at the core
Insight&Strategy

9. Strategic Direction
LOCALITY IS THE NEW QUALITY
Insight&Strategy
We define the way products or brands are built to fit
Vietnamese local identities as a new type of quality
that need guarantee.
As Vietnamese Millennials see local identities as their
identities, the products or brands that fit with those
identities can fit and serve them better.
This quality won’t go against the ‘globalization’ quality
that HVNCLC is running. Instead, they have
interconnection with each other.

10. Product Concept | Product Innovation
HIGH-QUALITY VIETNAMESE GOODS –
GLOBAL STANDARD, LOCAL FIT
We developed a new sub-brand: High-Quality Vietnamese Goods - Global
Standard, Local Fit – which is a new prize for Vietnamese brands that
highlights local identities fit in building quality products and brands.
GLOBAL STANDARD
LOCAL FIT
We match Local Fit with Global Standard to show in people perception that
Local Fit is also a “quality” like Global Standard, but still focus more on Local Fit
BrandandProductIdea

11. Brand Promise
THE LOCAL-FIT GUARANTEE
ON VIETNAMESE GOODS
We are not just a guarantee, we are a local-fit guarantee,
measuring and judging the way Vietnamese products and brands
fit with Vietnamese local identities.
Our purpose is to empower those ‘Local-Fit’ Vietnamese brands
that define quality as the understanding and serving
Vietnamese local identities
Tagline
‘Vietnamese Goods fit Vietnamese’
‘Hàng Việt phù hợp với người Việt’
BrandandProductIdea

12. Mechanism
HOW IS A ‘LOCAL-FIT’
PRODUCTS / BRANDS?
BrandandProductIdea
The products or brands need
embrace and serve certain
Vietnamese local identities
The deeper the local identities are fit with
(culture, tradition, lifestyle) the higher
ranking of Local Fit goods
The local fit is based on well-
received attitude and positive
feedback from consumers
The identities can come from anywhere –
from geography to culture, from physical
to ritual, from generation to generation

13. CAMPAIGN OBJECTIVE
Raise awareness of Millennials (primary) and
brands (secondary) on our new Global Standard –
Local Fit as the new focus on the local identities
fit in every products and brands we guarantee.
Target Audience
I feel relevant with
Vietnamese local
identities because those
are what make me ‘me’
Millennials 20 – 30 y.o
Live in Hanoi & Ho Chi Minh City
RE-LAUNCHING CAMPAIGN
CampaignExecution

14. ‘Made in Vietnam’ is mainstream and meaningless
‘Made of Vietnam’ is for something deeper.
A product made of Vietnam fits with a person made of Vietnam.
We leverage ‘Made of Vietnam’ as an umbrella concept to talk about the fit
between Vietnamese goods and Vietnamese consumers and by then,
highlight our Global Standard – Local Fit as a new focus on local fit guarantee.
Key Message: ‘We are all made of Vietnam’

15. MADE
OF VIETNAM
OBJECTIVE
KEY HOOK
PRE-LAUNCH
2 months
2 billion VND
LAUNCH & OPERATE
5 months
8 billion VND
AWARD
2 months
5 billion VND
TRIGGER
Trigger social awareness
on our new focus into
Local-Fit between brands
and consumers
ENGAGE
Engage target with the
new-launch of ‘Global
Standard, Local Fit’
THE FIT MADE OF
VIETNAM
A set of print-ads
featuring the Vietnamese
identities of typical
Vietnamese brands
THE VOTE MADE OF
VIETNAM
An online platform for
target audience to
contribute, to vote and
even to shop Local-Fit
Vietnamese Goods
THE TALK MADE OF
VIETNAM
A series of talks in the
awarding week to share
knowledge and
experiences on Local-Fit
from brands to brands
AMPLIFY
Spread the trend of Local-
Fit for more brands to
embrace
CampaignExecution

16. AWARENESS
THE ‘FIT’ MADE OF VIETNAM
We collaborate with typical brands in the markets to public a set
of print ads featuring how both Vietnamese and Vietnamese
brands are made of unique identities of local.
Through the print-ads, we inform target audience on our new
focus for Local-Fit Quality.
The print-ads are adapted through multi-channels, including
social media, OOH, etc.
CampaignExecution

17. PRINT-ADS DEMO
CampaignExecution

18. ENGAGE
THE ‘VOTE’ MADE OF VIETNAM
CampaignExecution
The essence of both HVNCLC and Vietnamese identities is all about people.
So, for the launching the new prize, we invite consumer to contribute their
opinions on which brands having strong Local-Fit.
The phase is run for 5 months to get much opinions and support from
consumers as well as the thorough investigate from board of HVNCLC

19. ENGAGE
HOW TO RUN THE PHASE FOR 5 MONTHS?
WITH TOKEN AND ECOMMERCE
We create the First Ever Ecommerce Fair for only Vietnamese goods. This
fair is run monthly since the launching of the Local-Fit prize.
Those who contribute their opinions for the Local-Fit would receive the
Token working as the promotions for the Fair.
We would have our own Ecommerce Platform as well as partner with Sendo
and Tiki to create monthly session for Vietnamese Goods using the Token
CampaignExecution

20. AMPLIFY
THE TALKS MADE OF VIETNAM
CampaignExecution
For the last month of campaign, when the Local-Fit Award is held, we
also establish a week for a series of talks where notable Vietnamese
brands can share their stories of local fit – called ‘LocalxTalk’, inspired
from TED Talks
Through the LocalxTalk, we can spread the knowledge and experience
on Local-Fit for more business and get appreciation from consumers on
our new focus as well as ‘Local-Fit’ brands
Reference Only

21. Background photo credit goes to Tết là nhất Campaign of Pepperidge Farm
THANK YOU