YME7 Grand case Thien Long - Hoang Hai

1. THIEN LONG

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

3. Brand
overview

4. Brand audit
Brand Ideal
EMPOWER KNOWLEDGE
THIEN LONG HAD GROWN TO BECOME THE TOP STATIONERY MANUFACTURER IN VIETNAM AND A
MARKET LEADER IN THE REGION.
Thien Long is the leading company and dominant total
market share accounted for more than 60% with CAGR
2013 - 2019 is 15%
1. Thien Long has great and sustainable relationship
with distributors nationwide (110 distributors and
65,000 retail sales points in Vietnam).
2. Long-established and well-known brand in Vietnam

5. LEGACY OF THIEN LONG
WIDE RANGE OF
PRODUCTS
That serves for different
purposes and customers
Brand audit
EMPOWER
KNOWLEDGE
TLG brand associate with
the image of power of
knowledge
LONG-ESTABLISHED
Top of mind Brand with
trust and reliability. Have
strong credential in
manufacturing
high-quality stationery
INTERNATIONAL
QUALITY
Having product
development, succeeded
in foreign market, proving
international standard

6. Product Concept
FOR
Brand issue
TLG CLASSIFIES CUSTOMERS BASED ON THEIR STAGES OF LIFE AND INTRODUCES 5 PRODUCT
LINES TO MEET EACH GROUP’S DEMAND
WHAT
TLG DOESN’T HAVE PRODUCT LINES SPECIALIZING FOR
HIGHSCHOOL AND UNIVERSITY SEGMENTATION

7. 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.
LAUNCH A NEW PRODUCT LINES IN ART SUPPLIES CATEGORY
FOR HIGHSCHOOL AND UNIVERSITY SEGMENTATION

8. Where to play?
and
How to win?

9. 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
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 highschool and university segment
THIS MARKET IS POTENTIAL FOR
THIEN LONG TO JUMP INTO

10. Product Concept
MASSTIGE
PRESTIGE
MASS
COMPETITOR LANDSCAPE - PRICING SEGMENTATION
Vietnam market is a current playground of foreign brands, yet extremely fragmented, with all products are imported, leading to a high price.
Mass and Masstige are segmentations focused on students and first jobber
Guaranty of quality
Potential Zone
Replica
Dupe
We can see a white space
in Mass segment, which
can be affordable price,
high quality products and
good brand name in
relation with us
Primary Source of Growth:
Mass Segment
Secondary Source of Growth:
Masstige Segment

11. OPPORTUNITY IN THIS WHITE SPACE
They still concern about
the guaranty of quality of
Art tools.
Mass segment
Pain Point
OUR COMPETITORS IS LACKING THE HARMONY OF QUALITY AND
PRICE-COMPETITIVE
The price of high quality
products of foreign brands
is out of reach regarding
their wage.
Masstige segment

12. OPPORTUNITY IN THIS WHITE SPACE
GEN Z FAVORS BRANDS THAT
REFLECT VIETNAMESE VALUES &
CULTURES
“LOCAL BRANDS" MEANT
AFFORDABILITY.
THE MARKET IS EXTREMELY
FRAGMENTED AND DOMINATED BY
FOREIGN BRANDS
THIS WILL BE OUR CHANCE TO WIN BY LAUNCHING A LOCAL BRAND

13. HOW TO WIN
BRAND
REPUTATION
LEVERAGE FROM THIEN LONG
INTERNATIONAL
QUALITY
WIDE RANGE OF
DISTRIBUTION AND
DOMESTIC
MANUFACTURING
WE BRING UP A LOCAL BRAND WITH INTERNATIONAL QUALITY AND
PRICE-COMPETITIVE ART TOOLS
STRATEGY INTENT
VIETNAM IMAGE

14. Consumer
understanding

15. 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

16. Behaviors and attitudes
Customer Understanding

17. ART TOOL IS AN UNDOUBTEDLY
IMPORTANT FACTOR AFFECTING
THE EXCELLENCE OF ARTWORK.
Customer Understanding
IN-DEPTH UNDERSTANDING
THEY FEEL STRESS AND HARD
TO FIND SUITABLE ART TOOLS

18. 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

19. Category truth
Playground of foreign brands with high price. Dupe and 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 feel anxiety
about price and guaranty of quality of art tools.
Insight
I always keep trying my best to enhance the excellence of Artwork and art tool is an
undoubtedly important factor affecting the project.
Choosing Art tools always make me feel anxious about price and guaranty of quality. I
wish I could release myself from anxieties to liberate my creativity.
Customer Understanding

20. BRAND IDEA
PRODUCT CONCEPT
PRODUCT PORTFOLIO STRATEGY
RTBS
BRAND POSITIONING
BRAND KEY
BRAND COMMUNICATION PLAN
Brand development

21. 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 brand with
international quality to help you liberate your
boundless creativity.

22. locality packaging
A locality art tools with
international quality.
International Quality Affordable Price
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

23. 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

24. Brand Ideal
LIBERATING VIETNAM’S BOUNDLESS CREATIVITY
Brand Proposition
ART TOOLS THAT FREE YOUR MIND
Brand communication platform
FREE YOUR MIND
LIBERATE YOUR CREATIVITY
Brand activation platform
ART FESTIVAL

25. Specialized
WE LEVERAGE OUR STRENGTH TO ADDRESS
THE DEMAND SPACE OF ART-RELATED
MAJORS STUDENTS TO DEVELOP PORTFOLIO
Basic need
Portfolio Strategy

26. BRAND POSITIONING STATEMENT
TO WHOM WHAT NEED
DIFFERENTIATE
D BY
19 - 25
Key cities , SEC BC
Specialized in
architecture, fashion,
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 affordable
price
RTB
Reputation of Master brand
Thien Long
International Quality
Strong distribution system
and most advanced
technology