Young marketers elite 4 assignment 1.2 quang huy, minh quang, thái hoàng, hoàng yến, minh hoàng

1. 10 STEPS TO BUILD A STRATEGIC BRAND
AGENDA
1. Our rearrangement of branding
strategy process
2. More details fixed 10 steps
3. Example for 10 steps - LIPTON
4. Business Perspective
Quang Huy – Minh Quang – Hoàng Yến – Thái Hoàng – Minh Hoàng

2. CONSUMER IS THE HEART OF BUSINESS WHERE ALL THE IDEAS
START AND THE MONEY LAST FLOW INTO THE BUSINESS.
This perspective believes that the first and most important job of a business is to
put consumers at the center and compass all activities following to satisfy
consumer’s needs without any compromises.
à THEN THE BUSINESS ITSELF WILL NATURALLY GROWS
CONSUMER
1ST PRINCIPLE
AT THE HEART
OF BUSINESS
Business
Goal
Stakehold
er Analysis
Brand
Vision
Brand
Promise
and
Positioning
ALL DECISION MUST BE UNDER THE LIGHT OF CONSUMER’S NEED
DIGITAL POWER
SUSTAINABILITY
TREND
TECHNOLOGY
EVOLVING
URBANISATION
D&E MARKET
PEOPLE AT THE CENTER,
DRIVE THE BUSINESS AGENDA
PERSPECTIVE 1: PUT CONSUMER 1ST

3. BUSINESS GROWTH IS THE REASON WHY BUSINESS WAS BORN. THIS PERSPECTIVE BELIEVES THAT EVERY
DECISION AND ACTIVITY OF THE BUSINESS MUST BRING (A LOT) MONEY BACK.
Consumer is considered as a stakeholder among many others that the business must care and serve to drive growth.
CONSUMER
CUSTOMER
SHAREHOLDER EMPLOYEE
SOCIETY
COMPETITOR
BUSSINESS
BUSSINESS
DRIVES ITS
OWN AGENDA
Business Goal
Stakeholder
Analysis
Brand Vision
Brand Promise
and Positioning
CONSUMER’S
NEED
SEGMENTATION
DEPLOYMENT
ALLDECISIONMUSTBEUNDER
THELIGHTOFBUSINESS
GROWTH
PERSPECTIVE 2: BUSINESS AS 1ST PRIORITY

4. Stakeholde
r Analysis
In the changing and connected world, where consumers are diverse & demanding, competitors are competitive
globally and locally than never before, we truly belive that consumers have the greatest power and decision on
business à CONSUMERS DRIVE BUSINESS AGENDA.
COMPARISION PUT CONSUMER 1ST PUT BUSINESS 1ST
PRO Sustainable growth in the fast changing world Plus ROI in short time
CON High investment in R&D
Alignment among functions & shareholders
Consumer loyalty
Tough competition
TYPE OF
BUSSINESS
BIG CORPORATE
With a wide range of portfolio, big capital and
resource
- SME & STARTUP
when they must survive 1st then drive bigger agenda
later
- corporate with unsustainable mindset
CSM Business
Goal
Brand
Vision
Brand
Promise and
Positioning
ALL DECISION MUST BE UNDER THE LIGHT OF CONSUMER’S NEED
Brand
Personality
Brand
Narrative
Brand
Narrative
CONSUMER
EXPERIENCE
BRAND THINK BRAND TALK AND DO
AS MARKETER, WE PUT CONSUMER 1ST

5. STEP 1: DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH PERSPECTIVES ON
COMPETITION AND SEGMENT ECONOMICS
• Ex : Hair care is a fragment category with different segmentation
• There is 4 main segmentation in Hair Category: Anti-Dandruff, Men, Hair Health and Smothnes
Customer segmentation
Geographic
Customer location, Region
Urban/Rural
Ex: Customers live in HCM/
HN…
Demographic
Age. Gender. Occupation.
Socio-economic group
Ex: University level…
Bgoryehavioral
Rate of usage. Benefits
sought. Loyalty status.
Readiness to purchase
Ex: Early adopters, Opinion
Leaders …
Psychographic
Personality. Lifestyles.
Attitudes. Class
Ex:Traiditionalist, Active,..
Combination
The overall aim of segmentation is to identify high yield segments – that is, those segments that are likely to be the most profitable
or that have growth potential
Group consumers based on similar needs and benefit
Anti-Dandruff ( 27%) Men (21% ) Hair Health ( 16% ) Smothnes ( 18%)
Scalp care Anti-
Dandruff
Smooth& Soft
Shiny
Affordable
Anti- Breakage
Hair fall
Split- End
Hair NutritColor
Protection
ion
Fragrance
Cleansing
Anti-Dandruff
Other Semgmentation
base:

6. STEP 2: EXTRACT EXPLICIT SHORT AND LONG-TERM BUSINESS GOALS AS DRIVERS OF
BRAND VISION
Business strategy Brand strategy
Description of business is answer the question: how do they create value and how they compete in their industries.
The most important : Brand strategy is always follow business strategy . If not, brand is useless and not delivering any value
STEP 3 : CONDUCT KEY STAKEHOLDER
ANALYSIS TO CAPTURE IMPLICIT BRAND
REQUIREMENTS
Identify key stakeholder CEO, CFO, VP
Marketing,…
Work out their power
Win their support from other
Mission and Goals:
FedEx Corporation will produce superior financial returns for its shareowners by providing high
value-added logistics, transportation and related business services through focused operating
companies. Customer requirements will be met in the highest quality manner appropriate to
each market segment served. FedEx will strive to develop mutually rewarding relationships with
its team members, partners and suppliers. Safety will be the first consideration in all operations.
Corporate activities will be conducted to the highest ethical and professional standards.
FedEx Long Term Goals
Achieve 10%+ operating margin
Increase EPS 10%-15% per year
Grow profitable revenue
Improve cash flows
Increase ROIC
Increase returns to shareowners

7. STEP 4: DEVELOP A BRAND VISION LINKED TO THE CORPORATE OR BUSINESS
UNIT BUSINESS STRATEGY
A Vision statement should be:
+Short: Two sentences at an absolute maximum
+Specific to your business
+Do not use words that are open to interpretation
+Simple: inside and outside your organisation can understand
+Ambitious enough
+Align to the Values
Ex : Number 1 Group ‘s vision: Become one of the leading food
and beverage companies in Asia whilst catering for global
consumers.
STEP 5: DEVELOP A BRAND PROMISE
A Brand is a Promise. The basic of any brand is its core promise, the enssential idea around which the other
components of the brand are built
Ex: Number 1 Group ‘s Promise: Focusing on creating in healthy
and artificial preservative beverages to serving consumers with
the best quality
Create the brand mission with the key
UNIQUE & RELEVANT quality & benefit

8. Benefit
Easy to remember
and identify
Customers become
more loyal and trust
Distinguish Your
Brand in the Market
Create a Unified
Front
STEP 6: DEVELOP BRAND POSITIONING
Brand positioning is the process of positioning your brand in the mind of your customers.
1.Target Customer: the most profitable segments
2.Market Definition: The category and the context that your brand have relevance to your customers.
3.Brand Promise: The most compelling (emotional/rational) benefit to your target customers that your brand can own
relative to your competition.
4.Reason to Believe: the most compelling evidence that your brand delivers on its brand promise
5 Principle: Consistant- Important- Unique- Enduring- Believe
Four essential elements:
STEP 7 : DEVELOP A BRAND PERSONALITY
Brand Personality is the set of human characteristics
associated (also distinction/unique) with a brand
Ex. Amazon Positioning: For World Wide Web users who enjoy books, Amazon.com is a retail
bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers,
Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive
selection.

9. STEP 8:DEVELOP A BRAND NARRATIVE
Brand Narrative Brand Storytelling=
Stories need content and emotion. Successful brands
differentiate themselves through storytelling
STEP 9: DEVELOP A BRAND IDENTITY SYSTEM
A Brand Identify is the visual expression of a brand that is communicated to
the outside world, and includes its name, logo type or mark, communication
and visual appearance.
A Brand identify createsan emotional connection,reflects the brand
positioning and desired image
Ex: Toms Shoes According to the website, which includes The
Toms Story, founder Blake Mycoskie “witnessed the hardships
faced by children growing up without shoes” while traveling in
Argentina in 2006. “Wanting to help, he created Toms Shoes, a
company that would match everypair of shoes purchased with
a new pair of shoes for a child in need,” the site says. Sollution:
One for one
It work because: Consumers want to feel not only like they are
getting a good product, but that they are getting it from a good
brand. They become a part of brand.
STEP 10: TRANSLATE BRAND PROMISE INTO CUSTOMER EXPERIENCE DESIGN
Map the journey of consumer with brand.
EX : Viet jet air’s Promise: To make flying become affordable to the
general public.
They keep the promise by:
Price: Commit to low price to compete with trains/buses
Promotion:Various promotions, especially during travelling seasons or when
introducing new routes

11. Nil Low Medium High
Lipton up to
125 years
global tea
brand; best-in-
class tea
quality,
available in 150
countries
Dedicated,
loyal
traditional
green tea
user
Ocassionally
tea bag user
not favor
tea bag
Other drink
Switcher or
trial user
Young adult, potential
user
Consciousness-driven,
caffein allergies, prefer
tea as a gently
moderate solution to
coffee or energy drink
Overview of Vietnam Tea bag market
Ø Diversified product lines
- Ordinary tea (green tea, herbal tea, fruity
tea, black tea)
- High-end ingredients such as ginseng tea,
Ganoderma Tea, OLoong... originated in
domestic or imported foreign brand.
Ø Highly competitive caused by tradition tea
which are many families similarity and a
range of bottled tea products.
STRENGTHS WEAKNESSES
Cosy (entrusted local brand)
international quality Vietnamese tea cup that ensure health
brand positioning "Vietnam Tea No.1"
eco-friendly designed tea bags
Nation-wide distribution channels with 4 product showrooms
Diversified portfolio
Many Variant
Diversified portfolio
constantly launching new product lines which has made this brand "dilute"
their strengths
Phúc
Long
Favorite local brand
Prestigious, traditional brand
Dilmah Srilanka origin Low brand awareness, weak distribution channels
AHMAD UK quality
black tea flavor Bergamot - the world's best brands
Low brand awareness, weak distribution channels, high price
STEP 1 - DEVELOP CUSTOMER NEEDS – DRIVEN SEGMENTATION WITH PERSPECTIVES
ON COMPETITION AND SEGMENT ECONOMICS

12. STEP 1 - DEVELOP CUSTOMER NEEDS – DRIVEN SEGMENTATION WITH PERSPECTIVES
ON COMPETITION AND SEGMENT ECONOMICS
CATEGORY TRUTH
Category truth: Provide a chance to enjoy great taste of
high quality tea bag in the most convenient way
PRODUCT TRUTH
A master blend of light flavor, freshness
and aroma that retain tea nature at its
best
CONSUMER TRUTH
In a busy world, I often see people hurriedly cross by
each other with defensive, reserved attitude and too
much calculating for self-interest. Sometimes I just want
to step back and pause to sincerely engage with others
and the world around to feel truly good.
INSIGHT
I always need a peace-in-mind and inspirational “sunshine moment” in my busy life.
Drinking tea ignite a spark in my mind and lift my mood up.

13. STEP 2 – 5, FROM BUSINESS STRATEGY TO BRAND VISION & BRAND PROMISE
LONG TERM BUSINESS GOAL
Become the top brand in Vietnam tea bag market
SHORT TERM BUSINESS GOALS
Gain the biggest share and build brand awareness
as the authentic and positive tea brand
BRAND VISION
Iconic TEA bag brand with No.1 “yellow” quality
favored by wide global fans
BRAND PROMISE
Provide multi- sensorial awakening to bring revitalising uplift to body
and mind, make people feel alive and bringing out the best in them

14. WHAT’S NEED - a drink that excite the sense together with uplift the mood and mind
FOR WHOM - young urban, 20 - 35 y/o, creative, on-the-way, excited and hunger for new experiences and ideas,
usually get stress due to busy work and the fast trace of life
DIFFERENTIATED BY - multi-sensorial awakening that lead delight to go from your taste buds into a good mood
RTBs - High quality ingredients; Know-how recipes; authentic, natural goodness
LOCAL BRAND
FOREIGN BRAND
VARIANT FLAVOR
(green tea, herbal,
fruity)
BLACK TEA
COSY
COSY
PHÚC LONG
PHÚC LONG
TEMI
AHMAD
AHMAD
LIPTON LIPTON
DILMAH
DILMAH
STEP 6 – DEVELOPING BRAND POSITIONING

15. STEP 7 – DEVELOPING BRAND PERSONALITY
SPIRITED
Full of energy, enthusiasm, and
determination, have the courage
to go out and make things
happen. Don’t be afraid of
anything, don’t give up.
IMAGINATIVE
Enhance creativity or inventiveness,
find new ways of doing things and
to see everyday things in a different
light.
HONEST
Be true self, our origins, realistic,
even humble and believe tea is a
good start of everything
POSITIVE
Always look for the positive, in a world
with both good and bad sides. It’s not
a case of pretending everything is
perfect, but being optimistic by choice,
and always seeing the cup as half-full.

16. Step 8: STEP 8 – DEVELOPING BRAND NARRATIVE
INSIGHT
With exciting modern life and the development of advanced technology
everyday, we lose our ability to engage with the world and people
around us. In addition, as we focus on the serious business of surviving, we
lose sight of the important business of living life.
BRAND COMMUNICATION IDEA - BE MORE TEA
We think it’s time to change how people feel about the world
KEY MESSAGE - LIVE LIFE THE TEA (POSITIVE) WAY
In a world of busy indifference, Lipton helps us to pause, re-set and choose to
engage with others and the world around us. And in so doing, it helps us feel good
and bring out our best selves. Living life the Tea way revitalises us.

17. DESIGN IDEA
Lipton is a light to living life the Tea way
LOGO
Light + cup of Lipton tea. The light radiates
out from the centre of our logo - the sun
COLOR
The yellow of sun and the red of lifeblood
or the heart
MOOD AND TONES
youthful, positive, imaginative, enjoyable
STEP 9 – DEVELOPING BRAND IDENTITY SYSTEM

18. Activation Platform: Bright Spirit – Bright Energy – Bright Bonding
Key Message: We live in a busy world. It’s easy to slip into a routine with our heads down, moving from
one place or obligation to the next. Lipton wants to inspire consumers to ‘look up’, take in all that life has
to offer and enjoy what you may have otherwise missed.
YELLOW LABEL Lipton– NĂNG LƯỢNG TƯƠI SÁNG TỪ THIÊN NHIÊN
Not only tasty but also reserve the essence of tea leaf to help to bring many benefits
of health, physical and emotional, bring the bright energy
TVC 2014: https://www.youtube.com/watch?v=RVcErJPVoPA
TVC 2015: https://www.youtube.com/watch?v=sWMSpBCEd80
Lipton - a drink to welcome a new day full of energy and inspiration
Social Media: create engagement with consumer through inspiration posts,
minigame to deliver the message: be brightly spirited with bright energy of Lipton.
STEP 10 – TRANSLATE BRAND PROMISE INTO CUSTOMER EXPERIENCE DESIGN

19. STEP 10 – TRANSLATE BRAND PROMISE INTO CUSTOMER EXPERIENCE DESIGN
On Lunar New Year 2016, the brand chose to say “A Tet in the warmth of companions” (Tết ấm tình
thân) andin that sense, Lipton has just released a new commercial with the message “Warm tea
makes fresh bonding” (Ấm vị trà tươi kết nối)
TVC 2016: https://www.youtube.com/watch?v=nZjMBAfoI84
TVC Tet 2016: https://www.youtube.com/watch?v=uK4lUpAzp5A
FRESH BONDING – BRIGHT BONDING – WARM BONDING
BONDING - Lipton no longer follows its old path but claims its tea bag as the product that
brings people closer
FRESH BONDING
MACHINE

20. STEP 10 – TRANSLATE BRAND PROMISE INTO CUSTOMER EXPERIENCE DESIGN
Tet Campaign 2017: TRAO LIPTON
DREAM GIFT - TRAO LỜI CHÚC TƯƠI
SÁNG
Campaigns (especially annual Tet Campaigns)
encourage people to live with the bright spirit and
spread it.
Give lipton to people as the present for a bright year
Tet Campaign 2016: Hãy kết nối
cho một năm tươi sáng
Chiến dịch “Hãy kết nối cho một năm tươi sáng”
của nhãn hàng Lipton bao gồm các hoạt động
như Tạo video chúc Tết “Trao lời chúc vàng”,
tích lũy điểm để nhận bộ lịch do chính mình thiết
kế hoặc bộ quà Tết Lipton, Zalo sticker hình túi
trà, minigame tổ chức trên trang fanpage thu
hút được một lượng đáng kẻ người tham gia.

21. 2008 is a year that has a great increment in Tea Category
Tan Hiep Phat and URC with “Khong Do” Tea and “C2” is the lead of RTD Category with growth rate at 800%
At that time, Pepsico, the leader of total LRB (liquid refreshment beverage), can not ignore this RTD Cat. Yet they
don’t have the brand to react punctually with competitors.
EXAMPLE OF PUT BUSINESS 1ST CASE
Enormous Distribution
System
Brand TEA with big
awareness
They don’t have an enormous
distribution system in beverage
like Pepsi
Have a great distribution
system and leading product
portfolio about CSD and
NCB but don’t have any
product about RTD Cat
Problem is Pepsico concern that “Khong Do” and
“C2” will affect to their total Share of LRB.
So they decide they have to jump in to this RTD Cat
first by buying brand and developing product later
“It come from a business need– not
come up with a consumer need first”

22. Although put business first but the result is….
Through 10 years, Lipton RTD share is just 0.2% in the total RTD CAT. Too tiny compared with B-Brand
( Brand which has very small proportion in total volume share of the Category like Wonderfarm : 3.2% )
<<
“They did not satisfy consumer”
0.2%
3.2%