The document outlines Knorr's strategic branding process in Vietnam over several steps: 1. It begins with customer segmentation and identifying the needs of their target segment of home cook women. 2. It establishes the brand vision and promise to provide natural, nutritious and convenient meals. 3. Key stakeholders are analyzed to gain support. The brand is then positioned as providing the "rounded taste of love." 4. A brand identity, personality, and narrative are developed focusing on flavor and family. 5. Products, packaging, pricing, and promotion strategies are designed to translate the brand promise into the customer experience.

1. STRATEGIC BRANDING PROCESS
Yến Anh | Lan Chi | Công Dũng | Minh Trang
Assignment 2.1

2. Agenda
1. Understanding the branding process
2. The right strategic branding process
3. Branding Process of Knorr

3. 1. Understanding the branding process
Extract Explicit Short-
and Long-Term
Business Goals as
Drivers of Brand
Vision
Conduct Key
Stakeholder
Analysis to
Capture
Implicit Brand
Requirements
Develop Customer
Needs–Driven
Segmentation with
Perspectives on
Competition and
Segment Economics
Develop a
Brand Vision
Linked to the
Corporate or
Business Unit
Business
Strategy
Develop
a Brand
Promise
Develop a
Brand
Identity
System
Develop a
Brand
Narrative
Develop a
Brand
Personality
Develop
Brand
Positioning
Translate Brand
Promise into
Customer
Experience Design
Derive drivers of Brand
Vision from Business
Strategies in order to
develop a meaningful
brand strategy.
Identify and win over key
people to support the
branding project. Therefore,
it can gain supporting
resource when needed and
its quality is well-shaped at
the beginning
Analyse market potentials,
competitors and target
consumers
Craft the relevant, big picture
of where the brand want to
be in long-term in order to
support corporate strategy
from itputs in previous steps.
This step wil set the direction
for brand development.
Humanize the vision and
mission of corporate and
brand to connect with
customers by making a
promise.
Define where the brand
will place in mind of
target consumer in the
presence of competitors
Define a set of human
characteristics that will
be attributed to brand
to which consumer can
relate
Initiate a story of brand
to create a long-lasting
experience with
consumer, in order to
create brand loyalty.
Build up a set of visual
opponents to consistently
and coherently deliver your
brand.
Map the journey of
consumer with brand.

4. However, standing from the point of marketer, there is 1 step that is mistakenly placed wrong in the previous process...
is a series of actions taken to establish the direction, clarity of purpose,
inspiration and enerygy ofBranding Process
BRAND
It’s defined by the expectations people
have about tangible and intangible
benefits that are developed over time
=> Brand’s existence is to be relevant to its consumer as it is why and how brand is shaped. Therefore, in
order to strategically establish brand strategy, it must start with consumer.
THE RIGHT PROCESS
Develop Customer
Needs–Driven
Segmentation with
Perspectives on
Competition and
Segment
Economics
Extract Explicit
Short- and
Long-Term
Business Goals
as Drivers of
Brand Vision
Conduct Key
Stakeholder
Analysis to
Capture
Implicit Brand
Requirements
Develop a
Brand Vision
Linked to the
Corporate or
Business Unit
Business
Strategy
Develop
a Brand
Promise
Develop a
Brand Identity
System
Develop a
Brand
Narrative
Develop a
Brand
Personality
Develop Brand
Positioning
Translate Brand
Promise into
Customer
Experience Design

5. Develop Customer Needs–Driven Segmentation with
Perspectives on Competition and Segment Economics1
MARKET OVERVIEW
Economic
context
- Vietnam population: >80mil,
increases by 1.3%/year
- GDP per capita increases from
480 USD/year (2004) to 1024
USD/year (2008)
Social context
- Curturally, Vietnamese women
regarded to play the important role
of home cook
- Women are raising their status and
stand in the society, but they do not
forget thr role to cook tasty and
nutritious meals for
her husband and children
Category and
competition
- The demand for marinade in family
meals in Vietnam is enormous, specifically
30 mil litres of soup per day, 14 mil stew
dishes, 18 mil dishes of fried/stir-fried in
the weekend” (Nielsen)
- VNese woman’s daily cooking
repertoire consisted of basic, one-
dimensional seasoning products
– salt, sugar, pepper, bot
canh and MSG.
There is chance for seasoning product with
rounded flavor to get in Vietnamese women’ cooking.

6. STEP 1: DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH
PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS1
CONSUMER | Vietnamese home cook women
Her attitude
Instead of defying, she learns to embrace her
home cook role under her context
WHY?
Because the love for her husband and child is
unconditional, and cooking is one of the important
ways she expresses her love for her beloved ones.
There is chance for seasoning
product talking to Vietnamese
cooking-embracing women
about quality meals
with less effort
SEGMENT - Vietnamese women, 22-45 y/o, married and working
- Personality: care-giving, inspirational, joyful
- Attitude: Mums who see cooking as a pleasure not a burden, and food is a
key part of their desire to please the ones they love.
NIL LOW MEDIUM HIGH
Woman defying their
home cook role
because of its
pressure
Women accepting
their role as a
responsibility
Traditional women
embracing cooking,
stick to traditional
seasoning products
Women embracing
cooking, looking for
better and easier
approach to cooking
Cooking Embracers

7. 1
CONSUMER NEEDS
In the society, being a good home cook is the
first thing defining a clever woman (“Cong” in
Cong-Dung-Ngon-Hanh). They are under the
invisible pressure to be a good wife and good
mom in showing their great cooking skill.
Under the position of a wife and mother, they
not only care about the flavor but also the
nutrition for the proper health and growth of
family members..
Vietnamese women are increasingly
strengthening their status in the society, they
have to spend more time to improve and care
for themselves.
There is an unrealized need for
Something that helps their cooking be tasty
and high-quality
Something that not only boosts the flavor for
the tongue but also provides enough
nutrition for the body
Something that reduces the time and effort
they spend on cooking
There is chance for seasoning product providing taste,
nutrition and ease in Vietnamese women’ cooking

8. STEP 2: EXTRACT EXPLICIT SHORTAND
LONG-TERM BUSINESS GOALS AS
DRIVERS OF BRAND VISION
2
Business goals
SALES AND REVENUE
(N/A)
SHARE
Short-term: Highest share in the category
AWARENESS
70% TOM awareness, 1 in first 3 brands in the category
BRAND VISION
The no.1 brand in the seasoning category by
providing the first full-flavor seasoning product
STEP 3: CONDUCT KEY STAKEHOLDER
ANALYSIS TO CAPTURE IMPLICIT
BRAND REQUIREMENTS
3
Identify key stakeholders
CEO, CFO, VP Brand, VP Marketing,
VP Finance, VP Operations,…
Identify their range of power, interest and intent
Identify their requirements
Work out how to meet their requirements
to win their support
4

9. STEP 5: DEVELOP BRAND PROMISE
- Vietnamese women’s daily cooking repertoire consisted of basic,
one-dimensional seasoning products – salt, sugar, pepper, bot canh
and MSG .
CONTEXT (When Knorr first penetrated into VN’s market)
Good opportunity for a healthier and more delicious
alternative.
Knorr helps home-cooks provide natural and nutritious meals
for their families in a convenient way.
BRAND PROMISE
- To VN women, taking care of their family especially their meals is
very important. However, it takes too much time and effort.
5

10. How Knorr keep their promise through some
important times?
- 2001: Knorr Cooking Granules was launched on the proposition
of: More delicious, more nutritious with Chef endorsements,
which helped build credentials rapidly to gain quick consumer
acceptance.
- 2009: To develop the product profile in Vietnam, Knorr
Mushroom & Seaweeds Granules (2 healthy ingredients) was
developed specifically to create the really fresh, really sweet
vegetable dishes.
- 2010: Knorr Shinbone, Tenderloin & Marrow Granules was
introduced with the combination of 3 premium ingredients which
guarantees the TRON VI (rounded) taste of dishes.
- August 2010: A new product of Knorr, meal maker, was launched in order to
persuade scratch/unbranded mix users to use recipe mixes by owning the
positioning of perfect taste which guarantees for difficult-to-cook dishes’.
-2013: Re-launched product with added Vitamin A in collaboration
with Vietnamese National Nutrition Institute. With the new
formulation, Knorr granules guarantee not only the rounded taste (GIA
VỊ HOÀN CHỈNH) of dishes but also good benefit for the family health
with the addition of Vitamin A in order to help consumers become
5

11. STEP 6: DEVELOP BRAND POSITIONING
How Knorr positions with the “natural + nutritious + convenient”
promise?
What Need For Whom Diffrentiated By Reasons To Believe
All-in-one
seasoning product
delivering great
taste to foods,
which helps express
love.
Mainly mums who
see cooking as
pleasure and
always desire to
nurture and please
their loved ones by
foods.
Rounded taste of
love.
Only Knorr cares as
much about the
food you cook for
your loved ones as
you do.
Created by Knorr’s
real chefs by
understanding how
real women cook.
Using authentic
cooking processes.
Rounded taste of love!
6

12. STEP 7: DEVELOP A BRAND PERSONALITY
- Authentic
- Generous
Made with natural, nutritious and
sustainably sourced ingredients
Archetype: Caregiver / Creator
- Inspirational
- Joyful
Inspire cooking by creating simple
smart ideas.
7

13. Brand narrative
Initiate a story of brand to create a long-lasting
experience with consumer, in order to create
brand loyalty
FLAVOR OF HOME
Theme: For the Love of Flavour (because
cooking delicious and nutritious food should be
within everyone’s reach)
Plot: story of a mother and daughter, and reveals
that the greatest flavor on earth is in fact the
taste of home.
Start a story to connect
emotionally with target
consumers: Cooking embracers
(Mainly mums who see food as
pleasure not fuel and for whom
their beloveds)
But brand narrative is story with no ends, so the
story can go on.
8

14. STEP 9: DEVELOP A BRAND IDENTITY SYSTEM
- LOGO
- PRIMARY COLOURS
GREEN YELLOW
Illustrates the natural & nutritious
attributes of product
Highlights the inspirational &
joyful personalities of brand
Symbolizes the generous
personality of a caregiver.
Brings a warm feeling of a united
family meal.
Soft strokes + Italic type + Red
Symbolizes family meal: full of love
- PACKAGING:
Consistently stick to 2 primary
colours: green & yellow
Images of dishes are illustrated
attractively, naturally & nutritiously
like they are cooked by mom.
- POS:
9

15. 1. Properties: sweet, smell like water of meat and bone
compact, and smell like traditional
1. Product + Package
3. Package: sightly, attracted the attention (because new product).
Design package for favorable and easy expressive insight.
- Yellow Package: attracted customer + sightly
- Design for favoable & easy for preservation: 3 layer alumiun
(not wet) => can vehicles an angle for use and next use
- Size fit with price and target audience. A little package for saving
money (for new customer) about 100g, 200g until 500g, 1kg, 2kg
2. Price
Stagement price: low price. Because:
1. New product
2. Product is essential
3. Mentality: cheap and saving
4. For fit for target audience (like analyze in part 1).
=> normal housewifes or VIP housewifes can use
this product
(Starting price is 7.500 VND, after that 8 years up 11.000 VND
 Customer trust so Knorr add more new function and up price)
3. Place
Form existing market
Traditional & market: good “hoa hồng” for seller
+ provided cushelves
=> Purpose is seller garniture a new
product in front store
Long-term Strategy
1. First when starting, Knorr realized Vietnam economy is growing
=> Supermarket, Hypermarket, grocery store appear more
Mại, cửa hàng chuyên dụng sẽ tăng lên đáng kể.
Yes ! Growing 9% (2005) up 14% (2007) and 27% (2010)
Big cities is: 15%, 24% và 37%
=> Garniture product in supermarket: Use money + reputation
of Unilever for the best base.
Second, future tendency people is busy => they will not buy
in market. They buy in supermarket and grocenry store ...
Third, at this time, competition of Knorr dont strong approach
this market.
Translate Brand Promise into
Customer Experience Design
Promotion Place
Price
Product +
Package
2. Distribution on website and online shopping
(vatgia.com – sieuthi24h.net – 2nmart.com ...)
3. Distribution near product of Unilever
Step 10
2. Quality: certify of Bộ Y Tế (after that add vitamin A + nutrition)
10

16. 4. Promotion
WHY PROMOTION IS THE MOST IMPORTANT ?
(MOST IMPORTANT)
Truyền
miệng
TV Báo chí Internet Email
58 %
38 %
79 %
73 % 72 %
1. Base on research of Nielsen in 2005. In Vietnam, 60% people
trust advertisement. Ratting 8/10 country trust advertisement.
Besides, this is a table about trust in advertisement forms
2. Base on survey in big supermarket (at this time), Knorr realize
competition have same price so what product can good promotion
is the best seller
3. Knorr is a new product in Vietnam. Have good function and good
price but customer dont know about that
=> mass comunication for educate for them about function benefit.
 Advertisement in TV và trial in supermarket, school, residential
(after that when internet popular, Knorr build more in digital)
WHAT TARGET IN PROMOTION ?
WHAT FORM OF PROMOTION IS GOOD ?
1. When starting
- The media: TV, radio (analyze in left table)
- Flyer, internet
- Marketing in store: trial product
- Poster in bus stop
- Promotion: bonus product
- Free packages Knorr for consumer
- Campaign: Yellow Hòa Hưng Market (Dist. 10) => impress customer
- Comunicate about Knorr save health and enviroment
2. Long-term vision
After that impress customer, Knorr have a good stagement in Vietnam market,
Then Knorr make different promotion for complete Knorr’s strategy.
=> Good impress when starting
- Sponsoring for coocking programs in TV
- Creat good relationship with VN’s comunication (style of Unilever?)
- Event: “Knorr tôn vinh ẩm thực Việt Nam” (2007) – “Viết công thức nấu
Ăn mới với Knorr” (2009) và “Tết sum vầy cùng Knorr” (2010)
- Sponsoring protect children center, orphanage, nursing home ...
 Although keep a once style but unclear so now, Knorr dont have any impress
special campaign. However, Knorr still complete this strategy by money
Women (22 - 45) have job, busy but still want to take care of their family
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17. THANK YOU