1. The document discusses positioning for a brand called Young Marketers Platform. 2. It aims to target career-oriented individuals aged 18-25 who are interested in marketing but are still exploring. 3. The insight is that in the early phases of exploring marketing, the target wants to join an environment that is interactive, professional, and allows them to improve and gain in-depth, practical knowledge.

1. Assignment 9.2 – BRAND POSITIONING
Hồng Ngọc – Vân Hương

2. 1. COMPETITIVE ENVIRONMENT
Young Marketers
YM competition
Elite Development Program
YM Connection
YM Initiative
Market
UFLL, Marketing Challengers, Nielsen Case
Competition
RIO Creative
Margroup, RMIT marketing club, other
student’s marketing clubs
Internship program of FMCG companies
(P&G, Unilever,…)
 Competitive environment: All marketing activities for students, which are studying at
universities or newly graduating.

3. 2. Target
Description
• The young, 18-25 years old
• Career-oriented
• Interested in marketing
• Having potential in marketing. At fundamental phase of exploring marketing
• Dynamic, eager to learn
WHAT THEY SAY WHAT THEY DO
I don’t know how to start
and continue learning
marketing to practice
well in reality
I usually come to talkshows shared marketing
experience by top experts, then follow them on
facebook. In addition, I and my friends participate in
some marketing competition, or register in
marketing courses
3. Insight
In the first phase of exploring marketing world, I want to join in the environment, which is enough interactive
and professional for me to improve myself, so I can learn and understand knowledge in a deep and practical
way.

4. Benefit
Values and
Personalities
Reason to believe Discriminators
Competitive but full
and various of
knowledge. So I have
more confident in the
future path.
- Knowledgeable
- Professional.
- Interactive.
- Top experts in
marketing.
- Interesting event
relating directly to
consumer’s
concerns
Top expert marketing
network, who have
close interaction with
joiners
BRAND ESSENCE
Trustworthy companion in marketing road of the young generations
4. YOUNG MARKETERS PLATFORM

5. -Proactive
-Dare to dream
-Sociable
-Fun
Trustworthy
companion
in marketing
road of the
young
generations
1. Competitive
Environment
-All marketing
activities for
students
2. Target
The young, 18-25 yrs.
Career-oriented
At fundamental phase of
exploring marketing
Dynamic, eager to learn
3. Insight
In the first phase of exploring marketing
world, I want to join in the environment,
which is enough interactive and
professional for me to improve myself, so
I can learn and understand knowledge in
a deep and practical way.
4. Benefit
Competitive but full and
various of knowledge. So
I have more confident in
the future path.
5. Values and
Personalities
Knowledgeable
Professional.
Interactive.
6. Reason to
believe
Top experts in
marketing.
Interesting event
relating directly to
consumer’s concerns
7. Discriminator
Top expert
marketing
network, who have
close interaction
with joiners