The document discusses the disconnect between the Vietnamese high-quality product brand (VHQP) and the youth, emphasizing that millennials and early Gen Z prioritize authenticity and innovation over traditional definitions of quality. It advocates for a new sub-brand, 'Vietnamese High Quality Products: Innovation Standard,' aimed at engaging the youth through relatable messaging and stories of innovation, while proposing activities to enhance visibility and connection with this demographic. By utilizing ecommerce and targeted marketing strategies, the aim is to create a stronger bond between VHQP and the younger generation, reflecting their values and experiences.

2. Since VHQP has no specific
message to the Youth, they have
always considered VHQP is just
the game for businesses without
any engagement of young
generation.
“I know what Vietnamese High Quality Product is and
its identity - the logo. However I find standards of
quality set by an association irrelevant to me.
VHQP has never been in my intentional consideration
when choosing to buy”.
“VHQP is the field for corporations to perform,
compete and collaborate, the youth does not play
any role in its ‘market’”

3. Because as a purposeful, viewpoint-driven generation, Millennials only engage and love
the brand just only when they understand its essence.
LACK OF RELEVANT COMMUNICATION LEADS THE BRAND OF
VIETNAMESE HIGH-QUALITY PRODUCTS TO BE INVISIBLE TO
THE YOUTH.
Draw huge attention among the youth after
creating new attributes for VHQP that are relevant
to them.

4. • Change Generation, who are Millennials (1985
- 1995) and Early Gen Z (1996 - 2000) -
accounts for 35% of the population of Vietnam.
• Location: Megacities in Vietnam
• Born, raised and witnessed a transforming age
of the nation.
• Have senses of purpose in life, conscious
and idealistic.
THE CHANGE
GENERATION:
THE CHANGE
GENERATION:

5. Born and raised in the stage of
transformation, Vietnamese Millennials
has constantly witnessed changes and
innovation.
Truly understand the power of their
voices, they actively trying to make
change in the community, turn it into a
better place.

6. Vietnamese Change Generation is effortless in their approach to
prove their changes with the whole world and expects brands
to represent a credible view of how young, progressive
Vietnam is in every aspects

7. Rather than stuff, they want experience
Rather than extravagance, they seek authenticity
And rather than hierarchy, they value community.
The definition of ‘High Quality’ is changing.
In the past, “high quality” used to be all about function, stability. Now, modern consumers, like the
millennial generation, have begun to see the traditional concept of ‘quality’ no longer is a key determinant.
Enduring is overrated.

8. VIETNAMESE
CHANGE GENERATION
The views of Vietnamese Change
Generation are critical, they favor
brands that are aligned with their
values, fulfilling their experience,
giving back to the community; and
avoid those that do not.
VIETNAMESE HIGH
QUALITY PRODUCTS
VHQP promises a mission of
embracing Vietnamese values and
provides High quality products “made
in Vietnam”.
Besides the story of quality, VHQP has
never focused on exploring the
emotional aspect of target
audience.
Bridge the gap by starting communication with the Youth
through more powerful stories related to them:
“INNOVATED IN VIETNAM”

9. To create deeper connections with
specific audiences through a process of
careful fragmentation by crafted
messages.
*Not tapping into the whole picture, we choose to approach without repositioning the brand Vietnamese
High Quality Products. We choose to build stronger bonds with newly specific niche audience group to
create momentum for master brand to be explored.
A purposeful generation seeking for
innovative values, they are at the stage of
transformation, they are more positive with
a stronger belief in a better future of their
community.
Developing sub brand “VIETNAMESE HIGH
QUALITY PRODUCTS: INNOVATION
STANDARD” that embraces Vietnamese brands that
share the same values of innovation to meet the Change
Generation, connect their perceptions towards the master
brand VHQP.

11. INNOVATION FOR VIETNAMESE CHANGE GENERATION
INNOVATED IN VIETNAM
“Innovation for fulfilling experiences of
progressive Vietnamese Millennials”
RTB
A standard system defined through which encourages Vietnamese businesses
apply constant innovation, in order for VHQP to meet the critical demands of
potential Millennial audiences.

12. THE
QUALITY
THE
TOUCHPOINT
THE
MESSAGE
There are three elements create
the new concept of VHQP
BREAKTHROUGH STANDARD: The
quality, the experience and the
message.

13. Innovation is not easy. But those brands
are doing well.
They have been constantly changing,
integrating messages connected to the
Young Vietnamese Generation,
representing a progressive, better
Vietnam.

14. Immediately grab attention of the Change Generation by
powerful stories that are relevant to them. The story of
INNOVATION.
84% of consumers say it is very important that the company they
purchase product from is innovative
56% believe that emotional message conveying the function of the new
product are most successful
1
Recruit more young brands who are sharing the same values
of innovation, by that motivate traditional brands to make
changes.
Empower master brand Vietnamese High Quality Product
Association.
2

16. Idea: INNOVATION FOR CHANGE GENERATION
OBJECTIVE
Raise awareness among Target
Audiences of the
sub-brand and its attributes
Engage with the Youth to spread
out impacts of new standard on
businesses
MESSAGE
We strive for innovation to fulfill
your experiences by embracing
what you value
We are listening to you to find
out and appreciate innovative
brands
KEY
ACTIVITIES
Ecommerce launch, TVC,
Activation
Innovative brand nomination
award
SUPPORTING
TACTICS
Social, PR, KOLs, Ads

17. Digitalized the sub brand VHQP by taking it on E-commerce channels, at the same time, the
visibility of VHQP related to the youth will be increased by setting up in convenient stores.
A new touchpoint delivering Youth-related messages that aims to fulfill experiences of the
young audiences.

18. Focused on making the sub brand visible to the
Youth, the category of “Innovative Vietnamese High
Quality Product” will be introduced on Sendo.

19. Specific collection regarding innovative values will be
featured periodically.
Youth can feel it more relevant
to them thanks to big data on digital behaviors,
collections will be recommended that fits their
personality.

20. At the same time, to help the Youth
easily experience what they are
online connected, the visibility of
Innovative VHQP will be increased by
setting up in convenient stores.
Especially, whenever there is an
occasion, the shelves will be
customized for themes, clearly
tapping in the messages that receive
supports from the Youth, such as
Earth Hour, Pride Month,...

21. The best way to create more
engagement, to highlight and
leverage the value of sub brand
Innovative Vietnamese High
Quality Product is letting youth
express their feeling, raise their
voices of supporting local brands
they love.
To clarify the audience perceived
values & motivate businesses to
make changes, there will be a
nomination form for the Youth,
showing their appreciation and
celebration.

22. PR
SOCIAL
KOL
sharing