2. Brief Recap
Create new sub-brand or Expand current sub-brand under Thien Long
masterbrand
To serve learning journey or knowledge access
For the target of High school, University & First jobber
That helps Thien Long gains 300-500 billion incremental revenue per year
4. Brand audit
Brand Ideal
Honor the power of knowledge
Legacy
Top of mind Brand with trust and
reliability
International Quality
TLG brand associate with the
image of power of knowledge
A wide range of products and
product lines
Great distributor system
Sub-brand
Colokit for children
TL & Diem 10 for pupils
Flexoffice for office workers
Bizner for business man.
TLG had grown to become the top
stationery manufacturer in Vietnam
and a market leader in the region.
5. Brand issue
Asia looms as world’s largest stationery market
Asia is forecast to emerge as the highest revenue generator in 2017, which accounts for around 42% of global revenue of US$56
billion.
Market size in Vietnam is valued at US$204m in 2020 with CAGR 2020-2024 of 8.3%, resulting in a projected market volume of
US$280m by 2024.
ART SUPPLIES OF THIEN LONG HAS UNSTABLE
GROWTH
Although Stationery category in Asia is growing strong, Art
supplies is the only one line of TLG that can’t maintain its
stability for growth.
The global stationery products market size was valued at USD 90.6
billion in 2018 and is expected to expand at a CAGR of 5.1% over the
forecast period.
6. Brand issue
TLG classifies customers based on their stages of life and introduces 5 product lines to meet each group’s demand: Colokit for
children; TL & Diem 10 for pupils; Flexoffice for office workers; Bizner for business man.
TLG DOESN’T HAVE PRODUCT LINES SPECIALIZING FOR STUDENTS SEGMENT
TLG NEEDS TO LAUNCH A NEW PRODUCT LINES IN ART SUPPLIES CATEGORY FOR STUDENT SEGMENT
8. The art supplies market is estimated to cross US$ 40 billion by 2028.
In an era filled with touchscreen computers, tablets and smartphones, buying actual art supplies could be a rare sight. However, this is far
from the truth as art supplies market can never truly be completely replaced by modern technology as true art lovers will always prefer
real art as opposed to the virtual one.
Category overview
ART SUPPLIES IS THE POTENTIAL MARKET FOR TL TO JUMP INTO
Vietnam doesn’t have key players in Art supplies for student segment
Current market is shared by foreign brands: Faber-Castell, Staedtler Mars, Maped, Pentel, Mitsubishi Pencil, Marvy Uchida, Stabilo,..
And these brands are intensively segmented by the products
VIETNAM IS ONE OF MANY COUNTRIES WHO HAS THE
HIGHEST VOLUME OF IMPORTS
After Europe & Central Asia, East Asia & Pacific is the largest import market
for stationery with nearly US$ 33 billion in stationery imports.
Art supplies for student segment
9. Product Concept
MASSTIGE
PRESTIGE
MASS
COMPETITOR LANDSCAPE - PRICING SEGMENTATION
Vietnam market is a current playground of foreign brands, yet extremely fragmented.
All products are imported, leading to a high price .
Guaranty of quality
Potential Zone
Replica
Dupe
We can see a white space in
Mass segment, which can be
‘Price - competitive’, high
quality products and good
brand name in relation with
us
Main Source of Growth:
Mass Segment
10. OPPORTUNITY IN THIS WHITE SPACE
ALTHOUGH THIS MARKET IS EXTREMELY FRAGMENTED, DUPE AND
REPLICA STILL DOMINATES IN MASS SEGMENT AND OUR COMPETITORS
ARE LACKING THE GUARANTEE OF QUALITY
Pain Point
They still concern about the guaranty of quality of Art
tools. However, the price of high quality products of
foreign brands is out of reach regarding their wage
Definition
Products originate from China, plagiarize high quality
products and good brand names from Prestige and
Masstige Segment with affordable price and so-called
usable quality
Main Source of Growth
Mass Segment
11. HOW TO WIN
BRAND REPUTATION
LEVERAGE FROM THIEN LONG
INTERNATIONAL
QUALITY
STRONG DISTRIBUTION
SYSTEM AND
PRODUCTION LINE
STRATEGY INTENT
WE BRING UP AN ART TOOLS PRODUCT LINE WITH INTERNATIONAL QUALITY AND
PRICE-COMPETITIVE
TO SOOTHE THE PAIN POINT AND CONVINCE CONSUMERS.
13. 19 - 25
Specific demand, start to have salary
For study and work purposes
Spend more on Art supplies
Be willing to try new products
Start to concern about quality
ROOM TO WIN
Segmentation
25+
Sophisticated and specialized
demand, high salary
For work purposes
Spend so much on Art supplies
Focus on quality
15 - 18
Simple demand, tight-fisted
For entertainment purposes
Spend little money on Art supplies
Focus on price
Customer Understanding
15. Perfectionist Artists
They are art perfectionist gene and hard-working. They have the anxiety of
success in job success showed by the excellence of artwork.
Customer Understanding
16. Category truth
Playground of foreign brands with high price. Dupe và replica products from China have
affordable price and so-called usable quality
Brand truth
Master Brand Thien Long honors the power of knowledge , top of mind awareness with
high trust and reliability
Consumer truth
They always keep trying their best to enhance the quality of their Artwork but feels
anxiety about guarantee of quality of art tools.
Insight
I always keep trying my best to enhance the excellence of Artwork and artool is an undoubtedly
important factor affecting the project.
Using art tools with low price makes me feel anxiety about guarantee of quality of art tools.I wish I
could release myself from anxieties to liberate my creativity.
Customer Understanding
18. THIÊN TRÚC
New sub-brand
Inspired by bamboo, the image is closely
connected to artists, being infinite source of
inspiration among artists, representing quality
through durability and infinite flexibility.
We will launch local art tools with international
quality to help you liberate your boundless
creativity.
19. LIBERATING VIETNAM’S BOUNDLESS CREATIVITY
Creativity is the essence of being an artist. They are constantly changing, looking for new things at work to
enhance the excellence of their Artwork. And anxiety about other factors is their biggest barrier.
Therefore, we do not just create quality art tools at reasonable prices. All our products at the same time
insist on providing art tools that help Vietnam artist can liberate themselves from anxieties.
Brand Idea
20. Locality
A locality art tools with
international quality.
International Quality Price-competitive
Packaging and products
design associate with
Vietnamese symbols.
With Thien Long's modern
distribution system and
domestic production lines,
Thien Truc's art tools can
be optimized.
Credential from Thien
Long, TOM Brand in the
industry with trust and
reliability helps
guarantee the quality of
art tools
Product Concept
21. Reputation of Master brand Thien Long
As the top of mind in this category, Thien Long is a symbol of trust and reliability in the quality of products
International Quality
As one of the few brands that can extend to foreign markets, Thien Long's product lines can confidently
compete with foreign brands.
Strong distribution system and most advanced technology
Thien Long, with more than 65,000 domestic and foreign distribution points and production lines applied
the most advanced technology, can optimize the quality and cost of the product.
Reason To Believe
22. We launch our first portfolio with 3 main product line: Wood pencil, Marker and printing paper; which is
những art tools cơ bản nhất mà mọi Artist cần.
Wood pencil Marker Printer paper
Portfolio Strategy
And then we will extend to the other needs that need guarantee of quality and Price-competitive
as well.
Technical Drawing Pen Watercolor Formex
23. BRAND POSITIONING STATEMENT
TO WHOM WHAT NEED
DIFFERENTIATE
D BY
19 - 25
Key cities , SEC BC
Specialized in
architecture, graphics,
design.
Perfectionism Artist
To help them liberate
their boundless creativity
through the way they
liberate their anxieties
about price and quality
of art tools.
Art tools product line
with international
quality and
price-competitive
RTB
Reputation of Master brand
Thien Long
International Quality
Strong distribution system
and most advanced
technology
24. 8. DISCRIMINATOR
Thien Truc is the first and the only locality brand in the category.
Pioneer in optimizing the quality and price of products.
4. INSIGHT
I always keep trying my best to enhance the excellence of
Artwork and artool is an undoubtedly important factor
affecting the project. Using art tools giá rẻ make me feels
anxiety about guarantee of quality of art tools.I wish I could
release myself from anxieties to liberate my creativity.
3. TARGET
Picky Artist
19 - 25
Key cities , SEC BC
Specialized in architecture, graphics, design.
7. REASONS TO BELIEVE
Reputation of Master brand Thien Long
International Quality
Strong distribution system and most
advanced technology6. VALUE, BELIEFS & PERSONALITY
Creative, dynamic, artistic, youthful
5. BENEFITS
Functional: Enhance the excellence of Artwork
with international quality and price-competitive
art tools
Emotional : To help them liberating their boundless
creativity
2. COMPETITIVE ENVIRONMENT
Direct: Dupe and Replica art supplies product
Indirect: All foreign Art supplies brands
1. ROOT STRENGTHS
Thien Truc, a new sub-brand under Thien Long, inherit Thien Long’s Legacy about uy tín và tin cậy to
ensure the best quality and price of Art tools.
9. ESSENCE
LIBERATING VIETNAM’S
BOUNDLESS CREATIVITY
BRAND KEY
25. The communication platform
LIBERATE YOUR
CREATIVITY
Objective 1
Change consumer’s perception
about cheap art tools and focus on
trade marketing to let consumers
experience product quality
Objective 2
We inspire the locality to consumers
and encourage First-hand users to
share their experiences with our
products.
