Young Marketers Elite 3_Assignment Individual 1_Ngọc Khánh Phạm

Cif wants to target urban housewives looking for effective home cleaning solutions. They will introduce a "Modern Woman Kit" containing Cif products to help busy women excel at home cleaning. Their marketing plan includes: 1) Triggering awareness on social media by starting debates on what it means to be a modern woman. 2) Launching the kit through videos portraying different women's characteristics and how the kit supports them. 3) Promoting the kit across TV, OOH, stores as an assistant that represents women's busy modern lives. 4) Distributing the kit at hypermarkets/supermarkets through primary product placement, secondary placement, and in-store activations.

UFLL 2015 Finale - SeeN

This document outlines a business challenge and plan to recruit 1 million housewives in Vietnam to use CIF small surface cleaner. The target is female ages 25-45 living in big cities who currently do not use SFC products. The insight is that mothers want to create the perfect environment for their children's health and well-being. The big idea is for CIF to help mothers create a "Mother-Made World" for their children through CIF's exceptional cleaning abilities. The communication plan includes a TV commercial, CIF Academy mini-course, and "Greenize the World" digital activation to engage mothers and introduce CIF. Key occasions for trade marketing include Tet holiday promotions and a CIF cleaning bus. KPIs will measure engagement, awareness,

Retail Marketing 2017 - Fion Tin, PANDORA

Sanna Lun

This document outlines Pandora's brand strategy and initiatives. It discusses: - Pandora's presence globally and financial performance in 2016. - How their target customers, women, are changing and living in the moment. - Their "Do" campaign framework focusing on being inspiring, unique to Pandora, punchy and driving engagement. - Their plans to reach customers through influencers, PR, advertising and social media to build consideration, loyalty and advocacy.

Yachay AEI 001

sebiche56

This document proposes a homemade food delivery service for the Yachay community. It would provide healthy, homemade meals and snacks as an alternative to junk food. Orders would be taken through Facebook and customers could choose from a weekly menu of 20 dishes for $2.50 each. The food would then be delivered to customers' homes for an additional $3 fee, allowing them to enjoy home-cooked meals away from home. The proposal outlines starting small with bicycle delivery before potentially expanding to motorcycle delivery if the business is successful.

Marketers elite 3 graduation challenge 2 nhat minh

Minh Phạm Nhật

The document discusses developing a new instant noodle brand in Vietnam to compete with the market leader Hao Hao. It notes that Hao Hao has succeeded by being first to register the dominant "chua cay" (sour and spicy) taste and serving the middle class market. To compete, the new brand will develop distinctive regional variations of the "chua cay" taste tailored to northern, central, and southern Vietnamese preferences in order to appeal to middle income consumers nationwide. Marketing will highlight the familiar hometown tastes and three product variants will be launched differentiated by illustration and taste profile to match local tastes in the north, central, and south.

Kieu Thien Van - Individual Challenge 2 - Young Marketers Elite Development P...

kieuthienvan

This document discusses the development of a new instant noodle product concept for the mid-market segment in Vietnam. It provides an analysis of the category, competitors, and consumer behaviors. The key insights are that consumers are looking for tasty but nutritious options for a simple reward after a long day of work. The proposed product concept is an instant noodle featuring traditional Vietnamese "chua cay" flavors of sour pork bone soup and fish tomato soup. The goal is to position the product as Vietnamese Tasty & Nutritious Noodles that provide a reward for consumers and pay off their day.

[Thách thức elite 5 ] Mai Văn Bằng

The document discusses what an insight is and how to find an insight. An insight is an understanding that provides opportunities for brand building. It involves an invisible psychological aspect ("in") that leads to a visible behavioral outcome ("sight"). An example insight is realizing that while dirt concerns parents, allowing children to get dirty supports development. To find an insight, understand your product, identify customer problems, ask questions to understand problems deeply, then choose the most impactful insight that helps customers and the business. The example finds that sweat and body odor reduce confidence and the insight is wanting a product for all-day dryness to feel freely active.

Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh An

The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.

Young Markerters Elite 3_Assignment 5.1_Ngọc Khánh+Nhật Minh+Trường Liêm

Long after getting married, couples have less romantic moments due to losing touch with their early love emotions. An insight is that a fabric softener fragrance could help rekindle those feelings by reminding spouses of their sweet beginnings. Downy Romance would launch with a TV commercial and YouTube video contest to increase awareness of its ability to "reheat love". The product would be priced competitively and feature changing fragrances over time.

Young Marketers Elite 3 Individual Graduation Case 2 - Nguyễn Trường Liêm

Nguyen Liem

Young Marketers Elite 3 - Individual Assignment - Chu Minh Thông

The document proposes a business model called CIF-Care that connects housewives seeking cleaning services for Tet (Vietnamese Lunar New Year) with students looking for part-time work. It notes that 60% of Vietnamese are unaware of small surface cleaning products like CIF and cleaning is a nightmare for housewives during Tet. 40% hire cleaning services but safety is a concern. CIF-Care would be an app like Uber that recruits students, trains them in cleaning, and allows housewives to book and pay students using CIF product codes or money via the app for a safe cleaning service. The model aims to benefit both housewives and students while promoting CIF product sales and effectiveness.

[Ym elite program] tuần 19 bích vân huỳnh phong

Cornetto is launching a limited edition Taylor Swift Black Forest RED ice cream to promote Valentine's Day and their campaign to help fans express love. The campaign will give fans chances to win Taylor Swift merchandise and concert tickets by buying the special ice cream, with the goal of connecting fans to their favorite artist. Cornetto hopes this collaboration with Taylor Swift will increase their brand awareness among teenagers and Taylor Swift fans in particular.

Young Markerter Elite Development W2 - Insight chinh & ngan

Chinh Viet

[Elite development program 2013] grand test rtd tea lê huỳnh phong

1) The document outlines a plan for a large Vietnamese corporation to launch an RTD hibiscus tea brand to target office ladies aged 30-34. 2) It analyzes the competitive landscape of the RTD tea market in Vietnam and identifies hibiscus tea as an underserved category. 3) The brand positioning is "Natural gift to uphold your pure beauty" and will focus on the health benefits of hibiscus for preserving beauty and female confidence as women age.

Young Marketers Elite 2 - Insight definition - Mai Bằng Tú Oanh

The document discusses insights for brand building. It provides examples to illustrate the difference between facts, observations, and insights. An insight is described as a penetrating understanding that provides clues leading to opportunities. It must show an understanding of a consumer need, represent an important issue, and be actionable. Insights are found by digging deeper after observations to understand underlying human truths. A five-step process is outlined to define an exploitable insight including gathering information, developing understanding, gaining insight, and defining target customers. Three levels of insights are also described: functional, emotional, and aspirational.

Young Marketers Elite 2 - Insight Activator - Tu Oanh-Van Khai

Phung Tu Oanh

The document discusses Insight Activator, a tool that helps turn observations and consumer learnings into actionable insights. It provides an overview of the insight activation process, which includes defining the task, reviewing existing resources, exploring to expand understanding, collecting learnings together, and generating ideas. Examples are given of companies like Nike and Heinz going through this process to develop insights and ideas for brand positioning, communication, and innovations. Consumer observations and generated insight platforms are outlined for each example.

Young Marketer Elite 2 - Positioning - Mai Bang - Nhat Duy

The document discusses brand positioning and outlines six main brand architectures: house of brands, hybrid, branded house, endorsed brand, branded product, and co-branded product. It defines each architecture and their key learning points, such as a house of brands building equity in stand-alone brands across categories but requiring significant marketing investment, while a hybrid leverages a strong master brand with flexibility but requires careful planning. The document provides an overview of different brand positioning strategies and considerations for each.

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Van Nguyen

The document outlines the TVC production process in 4 main steps: 1) Creative ideas development which includes developing the advertising brief, storyboards, and finalizing the storyboard. 2) Production including briefing production houses, approving quotations, pre-production meetings, shooting, offline/online testing, and final tape delivery. 3) Registering the commercial which may require licenses. 4) Going on-air by developing media, concept, and spot plans then airing the commercial.

Elite 2 - Assignment Moment of truth - Hồng Ngọc

Moment of truth refers to instances where a customer interacts with a business and forms an impression. There are four types of moments of truth: zero moment of truth where customers collect information; first moment of truth during purchase decisions; second moment when customers experience the product; and third moment when customers share feedback. Moments of truth provide opportunities for businesses to understand customer experience and resolve issues in order to improve impressions at each touchpoint along the customer journey. They differ from strategic occasions which marketers use to understand cultural contexts and consumer demand.

Young Marketers Elite 2 Assignment For Attendance - Ngo Phuc Nguyen - Week 2

Nguyen Ngo

This document provides an overview of consumer insight and how to develop insights. It discusses the ultimate goal of marketing as serving consumers' needs. There are 4 elements of an insight: a fundamental truth, category specific, a deep emotional driver, and personal. The document outlines how to develop insights through observation, asking why questions, selecting an insight, and checking it against 4 criteria. Developing insights can come from focus groups, segmentation, and targeting. An example insight provided is that kids getting dirty while playing allows them to truly experience life and grow.

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Young Marketer Elite 3 - Assignment Zero.2 - Nhóm 2 - Giang, Minh, Thy, Vỹ

- Gillette is the market leader in shaving in Vietnam but is looking to increase profits by 20% ($0.8 million) in the upcoming year. - Three potential sources of growth are considered: recruiting new users, increasing usage frequency, and providing more benefits. - Providing more benefits through "uptrading" low-tier users to higher-tier products is identified as the most suitable strategy. - Specifically, the document recommends upgrading users of low-price disposables and double-edge razors to the Gillette Blue 3 disposable razor through a marketing campaign highlighting its smooth shave and ability to completely clean the hairline in one slide.

Young Marketers Elite 3 – Assignment Zero.1 – Minh Thông / Thanh An / Trường ...

This document discusses consumer insights and how they can be used for brand building. It defines consumer insight as a penetrating understanding that provides opportunities for brand development. Good insights are based on fundamental consumer truths, are category-specific, tap into deep emotional drivers, and are personal. Insights can be used for brand positioning, communication, activation, and innovation. The document provides techniques for developing insights through sentence completion, word associations, collages, personification, and third-party projection. Market research aims to reduce risk and point to actions but cannot replace management decisions.

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Highlighted Tet campaign 2017 review

Thao Nguyen

Nescafe launched a promotional campaign for Tet featuring valuable apartment prizes and a popular music video by Dong Nhi & Isaac. They promoted across TV, print, online, and social media. Neptune ran an emotional viral video and music campaign centered around people working away from family during Tet. The Laughing Cow associated their brand with smiles and laughter through an integrated campaign including a viral video, activations, and an engaging microsite for user-generated content.

baby marketees 2017 - assignment 3 - group 2

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This document contains summaries of marketing campaigns for several brands in Vietnam: 1. Nestle's "Chọn bữa sáng với Nestlé, mỗi sáng Tươi" campaign targeted Vietnamese of all ages and emphasized the importance of breakfast with families. 2. Knorr's "Có mẹ là có Tết" campaign for the Lunar New Year targeted housewives and highlighted preparing meals for their families. 3. Sunhouse's "Quà Tết tặng mẹ - ủ ấm lòng cha" campaign promoted their electric cookers

Final portfolio

s1170203

This document contains a business plan for a confectionery shop near Koriyama Station. The plan outlines the shop's location, hours, roles of employees, and goals of making customers smile through delicious cakes. It provides details on marketing, products, pricing, competition, and financial projections with objectives of increasing owner income and maintaining cash balances over the first three years of business. The plan demonstrates research into the confectionery industry and market to position the shop for local success through quality products and customer service.

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The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.

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