Young Marketers provides marketing training and programs for students and recent graduates aged 18-25. It aims to connect participants to a top expert network through regular interactive events that provide both fundamental and practical marketing knowledge. Young Marketers' positioning is to be a trustworthy companion for those just starting their marketing careers by giving them opportunities to improve their skills and gain confidence through learning directly from industry professionals. The program offers a competitive but knowledge-rich environment focused on the career development needs of its target segment.

1. Assignment 9.2 – YOUNG MARKETERS POSITIONING
Hồng Ngọc – Vân Hương

2. COMPETITIVE ENVIRONMENT
YOUNG MARKETERS COMPETITORS
UFLL, Marketing
Challengers, Nielsen
Case Competition
• Big contest from corporates to hunt talents.
• Well – communicated
• No follow-up programs
RIO Creative, BMG
Institute, AiiM,…
• Fundamental Marketing knowledge, particularly in
agency side
• Few case study and hands-on exercise to apply
Margroup, RMIT
marketing club, other
student’s marketing
clubs
• Organized by universities’ clubs
• Students have to pay a small fee for attendance
• Speakers are from big corporate
Internship program of
FMCG companies
(P&G, Unilever,…)
YOUNG MARKETERS
CONTEST
ELITE PROGRAM
YOUNG MARKETERS
CONNECTION
YOUNG MARKETERS
INITIATIVES
All marketing activities for students, which are studying at universities or newly graduating

3. SEGMENTATION
DESCRIPTION
- Career-oriented
- Dynamic, eager to learn, passionate,
proactive
LIFE
CONCERN
- Career is a key daily question
- How to start as a junior?
LIFESTYLE &
HABIT
- Looking for success in the first start
of career
- Socialization plays an important role
- Joining in groups, contests to share
and absorb more knowledge
- Trend updated
ROLE OF YM
- Awake their competitive spirit
- Deep and practical knowledge for top
marketers
- Community to learn from each others
- Preparation for the start of career
- Adventurous, flexible to adapt
challenge
- Want to explore self potentials
- What is my weakness and strength?
- How people think about me?
- Search for the feeling of fulfillment
- Interested in many fields but don’t
know what they are most passionate
- Come to life – skill workshops
- Fundamental knowledge
- Community to socialize and explore
self strength
- Career oriented by professionals
- Optimistic, playful, enjoy life, carefree
- Have no plans and thinking for future
life
- No concern much
- Usually gather with friends to chit
chat
- Look for the feeling of stabilization
and safety
- Don’t want to get out of comfort zone
and enjoy familiar things in life
- Occasionally need knowledge about
marketing
ACHIEVER
SELF
EXPLORER
ENJOYER
The young, 18 – 25 YO, live in key cities, at fundamental phase of exploring marketing

4. TARGET CONSUMER
YM makes sense to ACHIEVER most
- The young (students & fresh graduate)
- 18 – 25 years old
- Live in key cities.
PROFILING
- Regularly read marketing materials from
different sources
- Participate in marketing contest and
register in marketing course
- Coming to talkshows to listen to
experience from top experts, then follow
them on social media
BEHAVIOURS

5. 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
Brand
truth
Cat
truth
Consu-
mer
truth
• Knowledge
• Marketing environment
• For students
• Interaction with experts
• Full of practical knowledge from real
case studies
• Hold by a professional company
• Give students confidence in future path
As a junior cares for future career, I
always look for opportunities to
expose myself to marketing field
and be inspired by marketing
experts

6. POSITIONING
- Students and fresh
graduates
- 18 – 25 years old
- Live in key cities
- Career – oriented
- First stage in marketing
career
TO WHOM WHAT NEED
- They need to understand
and expose to deep
marketing knowledge in
practical way
DISCRIMINATORS
- Close interaction with
joiners and top Marketers
RTB
- Top experts in marketing.
- Interesting monthly
events relating directly to
consumer’s concerns
Positioning statement
For juniors who are at the first stage in marketing career, Young Marketers is trustworthy
companion that connects top marketing network and joiners through regular activities relating
directly consumer’s concerns

7. -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
Functional
Competitive but full and
various of knowledge.
Emotional
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
BRANDKEY