Bài thi Nguyễn Thành Đạt - Young Matketer Contest 9

1. VSMART
UPGRADES
V-MINDS
PROPOSAL BY DAT NGUYEN

2. AGENDA
Objective
Competitor Analysis
Target Audience + Insight + Key barrier
Strategic Approach
Big Idea
Deployment Plan

3. OBJECTIVE
Triggered By Pride
"I'm proud of how Vietnam's technology can be on the same par with the world
now"
Inspired By Aris
"Vsmart Aris has exciting innovations that can change the game"
Purchased By Love
"I will buy Vsmart Aris Pro with confidence that it will help me change my game"

4. CATEGORY
REVIEW
BRAND
SKU
MESSAGE
FEATURES
Galaxy A71 Reno4 Pro Mi Note 10 LiteV20
Awesome is for
everyone
I’m outstanding to
create differences
All eyes on me Innovation for all
RAM: 8GB.
Memory: 128GB.
Back Camera: Main
64MP with support of
12MP, 5MP and 5MP.
Front Camera: 32MP
Battery: 4500mAh
Infinity-O screen.
RAM: 8GB.
Memory: 128GB.
Back Camera: Main
48MP with support of
8MP, 2MP and 2MP.
Front Camera: 32MP
with AI.
Battery: 4051 mAh
Gorilla Glass 3.
RAM: 8GB.
Memory: 128GB.
Back Camera: Main
64MP with support of
8MP, 8MP and 2MP
with AI.
Front Camera: 44MP.
Battery: 4000 mAh
AMOLED screen with
gradient design.
RAM: 8GB.
Memory: 128GB.
Back Camera: Main
64MP with support of
8MP, 5MP and 2MP.
Front Camera: 16MP
with AI.
Battery: 5260 mAh
Gorilla Glass 5.
Infinity Screen.
Aris/ Aris Pro
Innovations that
change the game
RAM: 8GB.
Memory: 128GB.
Back Camera: Main
64MP with support of
8MP, 8MP and 2MP
with AI.
Front Camera: 20MP
Battery: 4000mAh
Quantis QRNG
Camera Under Display.
VOS.
While Samsung & Xiaomi communicate accessible innovation, Oppo & Vivo is all about
emotional benefit, which is differentiating yourself from the crowd, Vsmart Aris manages to
provide significant technology compared to other global competitors.
PRICE ~9.990.000 ~8.990.000 ~11.990.000 ~8.190.000 ~9.990.000

5. TARGET
AUDIENCE
Age: 20 - 30
Live in 6 Vietnam big cities: Saigon, Hanoi, Da Nang, Can Tho.
Hai Phong, Nha Trang.
Income: BC
Behavior:
• Have passion in life and do whatever it takes to pursue
their goals.
• Look for a better solution to support their dynamic life.
• Support local brands but not blindly. Always seek
information to validate what's been told.
VIET LIFE STRIVERS
Image source: Pexel.com

6. KEY BARRIER
TRUST ISSUE
How can I believe that Vsmart has the technology that helps me better than
global brands when we are so new to the market? With the same price, I will trust
and choose world-class brands that have a long live legacy of technology instead
of Vietnamese brand (Forbes).
For Vsmart Aris to enter my purchase shortlist, I need to know more than just
“Phone made in Vietnam” or ”Our technology is better than the global”.

7. HOW THEY PERCEIVE
THE COMPETITORS
Image source: Ellevn/Samsungvn/Vivo Fanpage

8. AND THE UNMATCHED NEED…
As a young Vietnamese, I feel the need to strive in life and be successful early, either in climbing
corporate ladder or following my passions. Yet, due to being inexperienced, I’m struggle to do
what I want efficiently when facing the fast pace of life that Vietnam has gotten.

9. CATEGORY
TRUTH
My phone is not only something that elevates my entertaining
experience, it’s also the partner that assists me to achieve the success I
want in life.
CONSUMER
TRUTH
I buy global products for the brand, and I choose local brands because
they understand my Viet life better.
PRODUCT
TRUTH
Made-in-Vietnam game changer that brings users innovations that
global brands haven’t had yet.
I’m willing to switch to a local phone when it can offer technological innovations that are not only on the same par
with the global brands, but also help me, a young Vietnamese with ambitions to achieve the success I want.
INSIGHT

10. STRATEGIC APPROACH
Other global phones can talk about travelling, partying, or hanging
with friends. But Vsmart Aris embarks on a different route.
Our ambition is to reinforce the fact that Vsmart Aris has the most
innovative technology that can help you – Viet Young Ambitionists
change the game and achieve your own success. HOW?
• Have you ever needed to check the files without laptop? Our
Aris provides CUD with full screen so you scan the file
comprehensively.
• Have you ever carried a bunch of work data on your phone? Our
Aris provides Quantis QRNG so you can feel safe having the top
secrets.
• Have you ever typed your email on your phone hectically? Our
Aris provides VOS so you can swiftly make all the notes & email,
while fixing Vietnamese grammar errors.
• Have you ever need to download a file to watch on the go but
the internet runs like turtle? Well, we have 5G & Snapdragon Chip
for you.
Thus, pave the way for the belief of Vsmart Aris as a Vietnamese
phone with innovative technology that understands and support
Vietnamese youngster's life that the global ones don’t have.
VIET PHONE FOR
VIET YOUNG AMBITIONISTS
Image source: Pexels.com

11. A box of Vsmart Aris is not just a phone box anymore, but it is a kit that supports Viet Young Ambitionists to bring
their A game. Every technology or every features is meant to help them go far and beyond in their path to achieve the
success they want. Thus, young Vietnamese will perceive Aris as the phone that understands their life & drive them to
purchase. And from that, we have a big twist in our campaign.
BIG IDEA
BRING YOUR
A(RIS) GAME KIT Image source: Pexels.com/freepik

12. GADGETS FOR VIET AMBITIONS TEASER
Catch the audience by surprise, an anonymous video is
leaked. It is about three FAILED gadgets a secret million
dollar corporation trying to invented for Viet ambitionists.
The video is funny yet raises the context of how
Vietnamese young ambitionists are striving to success in
the fast pace, and need a great support.
Content creators & KOLs react to the video, expresses their
struggles in working days & how we are still looking for
the solution.
PHASE 1 -
TRIGGER
A separated screen that plugs in your
phone so you can have more space to
check your file while travelling.
A big phone case that prevents hackers
and leakage of data.
THE WORLD’S COOLEST INVENTIONS
Image source: kenh14.vn/huckster.io/moneycrashers.com/pinterest.com
A mini robot that helps you write emails
and do task on your phone.

13. UNVEIL MOMENT OF VSMART
A digital video is launched. Turns out, everything you
are looking for can be found in Vsmart Aris, supported
by the technologies even the global brands don’t
have.
The new box of Vsmart is launched as the special
edition to trigger the attention of users toward the
product.
TOLs share & reviews the kit and how it will help
young Viet to achieve their ambition in life.
PHASE 2 -
INSPIRE
Aris provides CUD, 5G & Snapdragon Chip so you scan
the file comprehensively whenever you are.
Aris provides VOS so you can swiftly make all the notes
& email, while fixing Vietnamese grammar errors.
Aris provides Quantis QRNG to protect your files, data &
transactions. And many more!

14. NETFLIX SITCOM SERIES
BRING YOUR A-GAME
Inspired by “Emily In Paris”, we create a TV
series about a girl moving from Hanoi to Ho
Chi Minh city. She needs to adapt to the fast
pace to get what she wants so she gets
herself “Bring Your Aris Game Kit”.
COLLABORATION
VSMART PROMO-PPORTUNITIES
Offline: We bring Vsmart Aris activation in
Job Fair exhibition in universities and
promotion at store in occasion like
internship or graduation season.
Online: Career KOLs (for example: Nguyen
Phi Van) share their work life stories, how
they need Bring your A(Ris) game kit & give
them the promotion.
Image source: pexels.com
PHASE 2 -
INSPIRE
Sitcom series
Bring your
A-game

15. LEVEL UP VIET A(RIS) GAME REALITY SHOW
Finally, Vsmart continues to upgrade Vietnamese young
ambitionists by creating a Youtube reality show. The
coders & inventors will pitch their ideas (apps or features)
to upgrade the new line of Vsmart Aris, creating the next
generation of “Bring Your A(ris) Game Kit” so it can help
young Viet ambitionists more in the future.
PHASE 3 -
SUSTAIN
LEVEL UP VIET A(RIS) GAME
REALITY SHOW
Powered by
Image source: entrepreneurship.babson.edu

16. DEPLOYMENT
PLAN
PHASE
DURATION
OBJECTIVES
KEY HOOK
BUDGET
SUPPORTING TACTICS
TRIGGER INSPIRE SUSTAIN
2 weeks 1 month 1 month
VIET AMBITION GADGET
STUNT
Unveil Moment & NETFLIX
& PROMO-PPORTUNITY
LEVEL VIET A(RIS) GAME
REALITY SHOW
KOL review, PR articles. KOLs, TOLs, PR, social
content, movie review.
PR articles.
500,000,000 VND 7,500,000,000 VND 2,000,000,000 VND
Trigger users about the context
of Vietnamese young
ambitionists.
Create an association of Vsmart
Aris with assisting Viet young
ambitionists to achieve what
they want.
Associate Vsmart with upgrading
Viet young ambitionists.

17. THANK YOU
FOR
YOUR
ATTENTION