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Young Marketers Elite 8 | Assignment 1.1 | Team 2: Nhã Đình, Quốc Tuấn, Ny Nguyễn, Quang Vinh

Consumer Insights for Brand Positioning, Brand Idea, Brand Communication Idea

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Young Marketers Elite
Assignment 1.1
Young Marketers Elite
Assignment 1.1
Group 2:
Cao Nha Dinh
Doan Quoc Tuan
Pham Quang Vinh
Hong Ny Nguyen
CONSUMER INSIGHT
CONSUMER INSIGHT
The understanding of motivation
forces behind someone’s action,
thoughts & behaviors that leads to
brand & business opportunities.
Deep truths lie in consumer’s mind &
they are not even aware about them.
Those truths have power to change
consumer’s thoughts & behaviors.
Example:
I want to be seen as a successful
person. Owning a luxury car with
many sophisticated details will
confirm my social status.
(source: tomorrowmarketers)
2
DEFINITION & DIFFERENCES OF
CONSUMER INSIGHTS IN STAGES
DEFINITION & DIFFERENCES OF
CONSUMER INSIGHTS IN STAGES
3
STAGES DEFINITION
DIFFERENCES OF
INSIGHTS IN STAGES
Brand positioning is defined as the
conceptual place you want to own in
the target consumer's mind based on
category & product truth.
Consumer insights of Brand Positioning are
insights explored from Market Situation &
Consumer Needstates. They have to be
sustainable and create the uniqueness for
brands.
Brand Idea is translated from Brand
Positioning. It is the direction to deliver
Brand Positioning to consumers in the
long run. It covers brand philosophy &
brand promise.
Consumer insights of Brand Idea are
insights built from universal Human Truths
/ Human Fundamentals (psychology &
emotions).
Brand Communication Idea is a
big idea which translates the
Brand Idea into Communication
language.
Consumer insights of BCI are insights
explored from occasions, behaviors,
mindset, sentiment which are suitable for
target audience within a certain period.
BRAND
POSITIONING
BRAND IDEA
BRAND
COMMUNICATION
IDEA
Vietnam Airlines (Hãng Hàng không Quốc gia Việt Nam) is the
flag carrier of Vietnam. The airline was founded in 1956 and later
established as a state-owned enterprise in April 1989.*
4
Brand
Positioning
Brand
Positioning
A national carrier - an airline representing Vietnam, for Vietnamese.
I
N
S
G
I
H
T
Before, when Vietnam Airlines launched,
Vietnamese felt proud of having an airlines of them
own - as a mark of the country’s development.
Now, Vietnamese sees having a quality airlines of
our own as one of the signs that we’re on par with
other countries.
I
N
S
G
I
H
T
5
BRAND IDEA
BRAND IDEA
Reach further - grow further
together with Vietnam.
INSIGHT
Living in a developing nation, Vietnamese has always
known that we must go out and learn from other
more developed countries. The drive to go abroad,
learn more & achieve more is deeply rooted in
generations of Vietnamese.
INSIGHT
6

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Young Marketers Elite 8 | Assignment 1.1 | Team 2: Nhã Đình, Quốc Tuấn, Ny Nguyễn, Quang Vinh

  • 1. Young Marketers Elite Assignment 1.1 Young Marketers Elite Assignment 1.1 Group 2: Cao Nha Dinh Doan Quoc Tuan Pham Quang Vinh Hong Ny Nguyen
  • 2. CONSUMER INSIGHT CONSUMER INSIGHT The understanding of motivation forces behind someone’s action, thoughts & behaviors that leads to brand & business opportunities. Deep truths lie in consumer’s mind & they are not even aware about them. Those truths have power to change consumer’s thoughts & behaviors. Example: I want to be seen as a successful person. Owning a luxury car with many sophisticated details will confirm my social status. (source: tomorrowmarketers) 2
  • 3. DEFINITION & DIFFERENCES OF CONSUMER INSIGHTS IN STAGES DEFINITION & DIFFERENCES OF CONSUMER INSIGHTS IN STAGES 3 STAGES DEFINITION DIFFERENCES OF INSIGHTS IN STAGES Brand positioning is defined as the conceptual place you want to own in the target consumer's mind based on category & product truth. Consumer insights of Brand Positioning are insights explored from Market Situation & Consumer Needstates. They have to be sustainable and create the uniqueness for brands. Brand Idea is translated from Brand Positioning. It is the direction to deliver Brand Positioning to consumers in the long run. It covers brand philosophy & brand promise. Consumer insights of Brand Idea are insights built from universal Human Truths / Human Fundamentals (psychology & emotions). Brand Communication Idea is a big idea which translates the Brand Idea into Communication language. Consumer insights of BCI are insights explored from occasions, behaviors, mindset, sentiment which are suitable for target audience within a certain period. BRAND POSITIONING BRAND IDEA BRAND COMMUNICATION IDEA
  • 4. Vietnam Airlines (Hãng Hàng không Quốc gia Việt Nam) is the flag carrier of Vietnam. The airline was founded in 1956 and later established as a state-owned enterprise in April 1989.* 4
  • 5. Brand Positioning Brand Positioning A national carrier - an airline representing Vietnam, for Vietnamese. I N S G I H T Before, when Vietnam Airlines launched, Vietnamese felt proud of having an airlines of them own - as a mark of the country’s development. Now, Vietnamese sees having a quality airlines of our own as one of the signs that we’re on par with other countries. I N S G I H T 5
  • 6. BRAND IDEA BRAND IDEA Reach further - grow further together with Vietnam. INSIGHT Living in a developing nation, Vietnamese has always known that we must go out and learn from other more developed countries. The drive to go abroad, learn more & achieve more is deeply rooted in generations of Vietnamese. INSIGHT 6
  • 7. BRAND COMMUNICATION IDEA INSIGHT The world is changing. Let’s change with the world. https://youtu.be/pIj_tB4a5E4 https://youtu.be/Oh6ZGhukqNs As the world is changing, Vietnamese youth is also driven to change and to seek out the news. They, however, have a boxed mindset - viewing traditions and conventions (like Vietnam Airlines) as “outdated”. INSIGHT BRAND COMMUNICATION IDEA 7
  • 8. 8 Fami is a brand under the mother brand - Vinasoy. Fami soymilk is produced from 100% pure soybeans, providing provides essential nutrients, especially soy protein.
  • 9. Brand Positioning: Affordable nutrition from alternative dairy solution for family. 01 Context: Rural. 02 Target Audiences: Family-oriented. Be aware of health care. 03 9 i_ nsight I am looking for economical solution that is nutrious without any side- effects to our family members.
  • 10. 10 i_ nsight The home feeling is the most significant to anyone. And, all values rooted from family always makes us feel relaxed, safe and comfortable. “Tự nhiên như ở nhà” - provide natural nutrients, bringing everyday health, freshness and home feeling. Brand Idea i_ nsight Brand Idea
  • 11. 11 Brand Communications Idea Brand Communications Idea “Nhà là nơi … “ “Home is the place where … “ Insight Insight Home is the place where we always belong to, the place where our most beloved live in. Love blossoms naturally since the day we were born. And it needs to be nurtured everyday by small caring actions.
  • 12. As a brand under Thien Long Group, Colokit is dedicated to offering high- quality, safe and friendly art products and providing valuable knowledge through different coloring activities to help Vietnamese young generation become smarter. 12
  • 13. BRAND POSITIONING BRAND POSITIONING The art toolkit that enables kindergarten and primary school children to learn and develop through creativity. CONSUMER INSIGHT CONSUMER INSIGHT Parents look for a play tool for their children to play and build their knowledge at the same time. 13
  • 14. BRAND IDEA BRAND IDEA CONSUMER INSIGHT CONSUMER INSIGHT Parents want to see their children grow up smart but they don't normally take playing activities, like coloring, as helpful to build their children's cognition. Colors brings up intelligence 14
  • 15. BRAND COMMUNICATION IDEA BRAND COMMUNICATION IDEA Smart Color Study more creatively, Study smarter CONSUMER INSIGHT CONSUMER INSIGHT Parents have a fixed perception about intelligence like scoring high marks in an exam. They don't realize that children can develop in diverse directions. 15