Young marketers elite 4 assignment 1.2 quang huy, lan chi, minh trang, quỳnh phương, hiếu ân

1. ASSIGNMENT 1.2
AGENDA
1. BRANGING CHALLENGE - Five
ways of connecting with
consumer
2. CATEGORY TRANSFORMATION
EXPLANATION
Quang Huy - Minh Trang – Quỳnh Phương – Lan Chi – Hieu An

2. Connecting with consumers by providing USEFULNESS
WHAT IT IS?
Definition: The quality or fact of being useful
The brand provides the practical solutions for
the consumer that is useful or beneficial such
as: convenient, low cost, easy to do
something.
It is brand’s functional benefit that brand offers
the usefulness competitively. Consumer value
that usefulness, buy brand because of it.
Brand chooses it as the way to connect with
consumer and deliver it the best.

3. The brand connecting with consumers by providing usefulness
Brand promise
We turn socalled high-cost form of
transportation like airplane into the affordable
one for the population in Vietnam.
Brand story
Beauty should be a source of confidence not an
unnecessary source of anxiety for women. You
feel happier when looking and feeling your best.
GIÁ RẺ HƠN, BAY NHIỀU THÊM!
(SAVE MORE, FLY MORE)
+ Functional: low-cost, fast, safe
+ Emotional: friendly, happy
Target audience
Middle-income and low-income class
Usually go travelling with different purposes
Truth about them
People desire for travelling a affordable and
comfortable plan in the rising demand for
travelling like now
The usefulness they provide

4. SERVICE
+ Minimize the cost of full
range of cheap, necessary
services by cutting down on
airport fees, using only one
aircraft, minimizing optional
equipments on the airplane
+ Launches a promotion for
on-board duty free shop,
helping save more coal
buying customers table at
trade centers.
How they deliver the usefulness of LOW COST
PRODUCT
Frequently provides flights with the cheapest
price on all domestic and international routes,
on all big occasions such as Tet, summer
vacation,…
There are always 3 types of seat: Promo, Eco
and Skyboss for various social status with the
price of Promo is the cheapest of the market
PROMOTION
Sales promotion is the key promotional way of Vietjet Air to deliver
their usefulness of LOW COST.
VJA puts on sales of 3 million air tickets for traveling from Vietnam
to Kuala Lumpur BangKOK (1/3/2016 – 29/10/2016)

5. Connecting with consumers by providing
SUBSTANCE
WHAT IT IS?
Definition: The real physical matter of which a
person or thing consists and which has a
tangible, solid presence
The brand provides the practical solutions for
the consumer that provides the tangible things
to solve the dedicated needs of consumer

6. The brand connecting with consumers by providing substance
Brand promise
We provide the dedicated solution for
people to get rid of sensitive teeth problems
Brand story
Sensodyne Tooth Paste, endorsed by professionals
and dentist and pass the experiments, we help them
to get rid of unpleasant trouble caused by sensitive
teeth
COMPLETE PROTECTION FOR
SENSITIVE TEETH
It is only for the niche market – sensitive
teeth
Target audience
Middle to High income
Sensitive teeth problems
People’s need
People want to have the best solution for their
sensitive teeth after eating, drinking, ....
The usefulness they provide

7. SOCIAL MEDIA
Using testimonial by allow them to experience the
prodcts to spread out the message on social media
Online teeth test registration on website
How they deliver the substance
PRODUCT
Sensodyne Repair & Protect contains
patented NovaMin® technology,
which seeks out and forms a tooth-like
layer over vulnerable areas of the
tooth where dentine is exposed. Use
twice a day, every day, to give
stronger repair* protect your teeth
from sensitivity.
PROMOTION
TVC
Sensodyne® toothpaste is recommended by dentists all around the world for both sensitive
teeth and acid wear. Sensodyne® provides long-lasting protection for sensitive teeth.
Pronamel® helps to re-harden your tooth enamel*.
If you are at risk of sensitive teeth or acid wear, switching to a toothpaste such as
Sensodyne® or Pronamel® can make a big difference to your everyday life and to your
overall oral health.
EVENT
Sensitive Challenge with SSD in 30 provinces
Online Photo Contest
“Chinh phục 100 món ngon mà ê”
Minigame for education about
teeth problems

8. Connecting with consumers by providing
SIGNIFICANCE
WHAT IT IS?
an important or worthwhile conceptin consumers’
lives.
Is it related to emotional benefits?
Emotional benefits offered by brand
help consumers relate directly and powerfully
brand to their enduring self-concept.
prove that brand understand consumers’
core values in life.
give consumers a SIGNIFICANCE when
experiencing the product.
establish a lifetime relationship with
consumers

9. Knorr - Rounded Taste Of Love
(Vị ngon tròn yêu thương)
Brand Purpose: For the Love of Flavour
Encouraging people express love by cooking delicous &
nutritious food.
Target Consumers Insight Brand Uniqueness Reasons to believe
Mainly for moms who find
pleasure in cooking and
desire to please their loved
ones by their foods.
I express my love through
the food I cook, so I need a
shortcut which I feel good
about when I use.
Only Knorr cares as much
about the food you cook for
your loved ones as you do,
that‘s why we always
endeavor to create great
taste.
Created by the real chefs by
understanding how real
women cook.
Using authentic cooking
processes .
Emotional Benefit:
Satisfaction that my food expresses my best effort
Love expression by foods
SIGNIFICANCE

10. How Knorr deliver their SIGNIFICANCE?
- Promotion: August & September
2014: A million delicious healthy meals
for VN families – Love Delivery Journey:
+ Add 100g granules to 1 900g added
Vitamin A Knorr package.
+ Add 50g granules to 1 400g Knorr
package.
- Campaign:
+ Tet 2016: “Vị ngon tròn yêu
thương” -> “Có mẹ là có Tết”:
Knorr enabled families to send
sincere appreciation to moms
with a 'Thank you Mom‘ hotline.
+ Tet 2017: “Nêm yêu
thương cho vạn nhà
thêm Tết” -> Knorr
spreads their love to a
number of VN families
- TVC:
With just a little bit Knorr
and mother’s love,
gathered New Year
feast will be perfect:
We only understand mom’s
love, especially which is
delivered in their meals, when
we have had children:
- Social Media: Facebook
+Hashtag #Nêmyêuthương +
KOLs #Tôicùngchungtay for
Tet2017 campaign
+ Minigame “Flavour of Love”
Sending happy family having
meals to receive gifts from
Knorr.

11. Connecting with consumers by providing VALUE
WHAT IT IS?
A value that defines the person
A state of mind they are trying to achieve
That must be a fundamental & meaningful human
value that always stay true, affect the whole self-
concept of a person and drive to something
bigger – better people and better world where
meaningful values are spread.
=> Creating a tribe of people sharing the same
belief
WHAT IT IS NOT?
A value:
- Cliché
- Affect a small emotional aspect
- Does not drive to a big positive change
to the world
OR dreamy, ideal enough drive to big movement
=> Creating a tribe of people sharing the same
belief and doing the same thing

12. The brand connecting with consumers by providing value
Brand promise
To invite all women to realise their personal
potential for beauty by engaging them with
products that deliver Superior Care.
Brand story
Beauty should be a source of confidence not an
unnecessary source of anxiety for women. You
feel happier when looking and feeling your best.
MAKE BEAUTY A SOURCE OF
CONFIDENCE NOT ANXIETY
FOR WOMEN
- Meaningful
- Change women’s self-concept
- Always stay true
- Drive to the positive view about beauty
Target audience
Young women, self-aware, warm and has
characters, but she is affected by realistic
concept about beauty
Truth about them
Being a women, the pressure to be beautiful
makes me see only negative things about
myself and give me anxiety about beauty
The value they provide

13. How they deliver the value of SELF-ESTEEM
PRODUCT
To feed their self-esteem, women must know to
give themselves the best care.
Dove products offer women with Superior Care
Daily cleansing
your skin with
Dove’s Deeply
nourishing
shower gel is an
act of care
Armpit is not only
about the
unpleasant odour,
armpit skin is also
worth the proper
care from DOVE
Hair reflects the happiness and
feminity of a woman. DOVE’s
intensive care solution is
created to ensure the beauty
for the hair and the
confidence for the woman
PROMOTION
“Vibrant floating hair is not
the privilege of hair models
only. Every women can
have the perfect floating
hair with DOVE.”
“I used to always fasten my hair
to hide its dryness and ugliness.
But now I’m confident to show it
off thanks to DOVE. I’m
confident to be a DOVE girl”
EVENT/ACTIVATION
DOVE Beauty House of Orchids
“Like a fragile orchid, a
woman’s beauty need the care
to fully blossom.”
MOBILE APP
DOVE Love Hair
Update nice hairstyles and
discover the secrets to care for
hair.

14. Connecting with consumers
by providing
MEANING
A meaning that people head towards,
so that has the power to move them to
act like the brand
WHAT IS IT?
“People buy things not only for what they
can do, but also for what they mean.” –
Sidney Levy
“A meaning” give people the feeling of
achieve what-they-desire-to-be ,which
they always seek for.
Inspiring loyalty and advocacy
When many people seek for ‘that
meaning’, movement will be created
Higher engagement to the product
due to the meaning which represents
their user

15. The brand connecting with consumers by providing
meaning
Brand
promise
Brand story
MAKE TECHNOLOGY SO
SIMPLE THAT EVERYONE BE BE
THE PART OF FUTURE
- Simplicity
- Ease-of-use
- Stylish designs
- High-class
Target audience
Demographic:
all ages, both gender
A,A+ class
Characteristics:
Tech-saavy, elegant, simple, high-class
Truth about
them
The meaning they provide
We make technology so simple that
everyone can feel smarter
Technonology shouldn’t be frustrating. You can
be engaged right away, do more and get more.
People always desire to use much simple tools that
make their life easier.
They make the consumer feel like they
are BETTER – person (classy, fashioned
and confident) for having the product.
We choose APPLE as a MEANING brand
- The most loved and valuable brand in the world
- 9 out of 10 Apple users love their iPhones
- Huge attention before every their launching new
product regardless high price or not.

16. How APPLE deliver their meaning?
- Good quality products with surprising
technology make consumer feel
smarter, easier to use.
- Stylish designs make people feel
classy, fashioned
- High-price products make people
feel more exclusive
- Innovation is what Apple always
focus on => Continuously launch new
products which creates more
exclusive personal-branding-stuff
which everyone desires for.
- Leap frogged competitors
=> With APPLE products, users feel more
confident with their self-identity
PROMOTION
PLACE
- Generate excitement, rely on brand
lovers to “sell”, allow consumers to try,
touch, feel in a soft sell environment
- Elegant-style retail stores
- In advance announcement with great
speech, new goodies; which drew the
huge attention from the crowd.
- Unbox - Apple facilitates a user
experience that expands way past the
purchase stage, which is why if you search
for unboxing videos in YouTube, you can
find an array of media with a somewhat
staggering view count.
⇒ APPLE does marketing in a different way
⇒ They create and make consumers feel the
“meaningful experience” before and
during the time using products.
=> Make consumer feel “BETTER” whenever
they own the products
PRODUCT

17. CATEGORY TRANSFORMATION

18. IN THE OLD DAYS, A CHAIR IS JUST A CHAIR – it is just a place
to rest your butt. Just simple like that.
Until some clever brand strategist got the insight that just as
how where you sit in the meeting room shows your power (*),
WHAT YOU SIT ON ALSO SAYS A LOT ABOUT YOU, especially in
the office.
How? Look at your boss’ chair: it is much bigger than yours. If
you were sitting next to your boss on your normal office chair,
your brain will subconsciously register that you are inferior to
your boss.
And that is exactly what the clever brand strategist
communicated to his target audience – the big boss – but in
the reverse way of course.
All of a sudden, they transformed the chair industry, and
gives WHAT YOU REST YOUR BUTT ON new meaning – a
symbol of power. (**) This is applied in today’s working
environment than ever; just take a look around your office!
Why do
you think
your boss
sits in this
chair?
And you…
this chair?
(*) https://www.psychologytoday.com/blog/digital-leaders/201210/the-power-seat-where-you-sit-
matters
(*) Power seat (**) Power
chair
Have
you ever
wondere
d
…

19. Couch potato: a person who spends
a lot of time sitting on their sofa &
watching TV.
You would not believe how much time an average
American spends watching TV! 3 hours a day. That’s an
entire month and 15 days.
But science has proved that watching TV caused your
brain to ‘rot’ or lose power. (*) And when the study came
out, the term ‘couch potato’ became popular among
fitness websites and the news and shone a very negative
light on the subject matter.
(*)
http://jamanetwork.com/journals/jamapsychiatry/fullarticle/2471
270

20. You may not know, but there was a period called
B.A. in tech history - just like B.C. in history books.
B.A. stands for Before-Apple.
B.A.: most phone companies were complacent
with buttons and plastic touch screen that you
had to use a plastic to interact with.
But when Apple came out, they branded
themselves the ‘Innovator’ in the tech industry.
And introduced the multi-touch user-friendly
screen with amazing PC-functionality (e.g. web
surf, game app, mail etc.). And year after year
they keep introducing innovations (hmmm, maybe
not much in 2016), and strengthening the promise.
B.A
.
A.A
.
And Apple transcends the “different”,
“creative”, “luxury” and ”stylish” image
onto their fans.
An iPhone user nowadays is perceived
as stylish, high-class and trendy.

21. In the old days, these fountain pens were
associated with big bosses who sign contracts;
these credit card, people who filled with
consumerism; and these luxury watches,
businessmen. In short, these were not merely a
fountain pen, a credit or a watch: they were
symbols of status and their subsequent
consumerist lifestyles.
But these product are are less and less important
to the consumer nowadays. And there’s a
common reason why: they products are
gradually replaced/substituted by new
technologies such as note-taking apps, mobile
payment & phone watch/digital watches.
That being said, there is current trend of being
‘hip’ or ‘retro’. For instance: a millennial using a
fountain pen will be rare; therefore, he will stand
out, making a statement “I am a inner rebel’.