Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn Hiển
Young Marketers Elite Development Program 3
#DinhGiang #PhucHau #VanHien
1. Consumer Insight
2. Market Research
3. Brand Positioning
4. Brand Communication
5. Brand Activation
6. Brand Innovation
1. CONSUMER INSIGHT
Marketing was born
to make product
a relevant &
inspiring choice .
Marketers can only
do this when we
consumer at the
highest level -
Some basic definitions
+ Need: The basic human requirements which are consumer’s desires for a
product’s or service’s specific benefit, whether that be functional or emotional.
+ Want: The desire for products or services that are not necessary, but which
consumers wish for. Someone will need food but may want a hamburger, fries and a
soft drink, but someone else will also need food in just the same manner but will also
want a mango, rice, lentils and beans. Wants are therefore shaped by one’s society
+ Desire/dream: A sense of longing or hoping for a person, object or outcome. When
a person desires something, their sense of longing is excited by the enjoyment or the
thought of the item or person, and they are motivated to take actions to obtain their
I am thirsty, I need
to drink water
I want softdrink
Pepsi is my choice
• Need, want, desire/dream
• 4 key steps for consumer understanding
• What is Insight
• Why do we need insight?
• How does good insight look like?
• Insight exploration technique
Four keys step for
why human do it
Get INSIGHT to to find
out what business can
do to satify need and
What is INSIGHT ?
In: deep inside, emotions, expectation, dream, fear
Sight: what we see outside, behavior, habit, attitude
--> Insight is a penetrating understanding which provides
hooks or clues that lead to brand building opportunity
Brand’s consumer insight is formed from three elements: consumer truth, category truth, brand truth/product
- Apple: A lot of time people don’t know what they want until you show it to them
- Nike (Find Your Greatness): There is a fat kid in all of us.Working out is good for all of us, no matter what your
own personal goals are. We don’t have to push to win a gold medal to be motivated to get out there and run.
- Benylin (Take a Benylin Day) : Having a cold really sucks, trying to fight through it and get to work really sucks,
I know in the back of my mind I should call in sick and get better
- Oreo Double-Stuff : Children love what they instinctively discover for themselves
Why do we need insight
From consumer understanding “when women are out
drinking, they want to loosen up and have fun but stay
in control and look sophisticated, Bacardi Breezer
produces a kind of product (less alcohol), pack design
(nice, elegant), bottle design (long bottleneck), price
Example:Insight is very important because it is the
guiding principle for all marketing activities
such as : brand positioning, brand
communication, brand activation, portfolio
planning, innovation, trade marketing…
How good insight look like
Deep emotional drivers
4 factors that create
a good insight
Deep emotional drivers
Whenever i stay up
late enjoying over-night
parties or fried food, i
feel hot inside my body
which makes me
uncomfortable. I am in
need of a product that
can help me cool down
my body so that I can
play happily without
being worried about
my health (Dr Thanh)
Whenever i stay up late
enjoying over-night parties or
fried food, i feel hot inside my
body which makes me
a product that can help
cool down my body
play happily without being
worried about my healthI am in need
Insight exploration techniques
Why we have to use these techniques to
find the insight?
Consumer is such as an iceberg and we
only see 20% outside of them. What they
say is completely different from what they
do, we can not directly ask the consumer to
find out their insight. Those techniques will
help us find the answer to why they do what
1. Word Associations
Records the first thoughts that come to a consumer in response to brand
Ex: What will consumers think when talking about Pepsi: blue, young spirt, ….
2. Collage Building
Ask respondent to assembles pictures that represent their thoughts/ feeling
Ask respondent to quickly pick the shape that they most associate with
whatever or whoever you are exploring. Then ask for feedback about their
choices- that is, what make the shape they picked the most appropriate choice
4. Third party projection
Ask 3rd people (not loyal to any brand) to compare their feeling about two
brands that they have know ( are using or have used)
5. Plan Exercise
Ask people to imagine a brand as a planet. What is the the colors of that
planet, how about people in that planet look like ..
6. Sentence Complete
2. MARKET RESEARCH
Desk Research Quantitative Qualitative
Market research is an organized and
systematic way of finding answer to
question; its aim is to reduce the
uncertainty & to measure performance.
• Define research problem
• Devise best way to obtain meaningful
• Provide such information
• Support management decisions
• Definition, roles and types
• Brand Development Process
• Syndicated Research
• Customized Research
• FGD/Concept test/Advertising test
BRAND DEVELOPEMENT PROCESS
Media campaign planning
- Product testing
- Packaging research
- Pricing research
- Advertising pre-testing (qual/quant)
- Media research
- Retail audit
- Distribution check
- Quantitative U&A
Concept development - Concept test (qual/quant)
- Desk research
Re-launch / Extension
- Test marketing
Market, brand, consumer
is conducted by the market research agencies serving for multiple companies with the same need, interest
• Retail audit is the continuous tracking of product
movement through retail outlets, volume
movement plus in store activities.
• Providing us the opportunity to:
To measure the internal efforts of Sales Team,
To monitor the market trending and to measure
our performance vs. competitor via key facts
• Key factor types
• Consumer Panel is also the continuous tracking of the
sample to measure and observe consumer behaviors.
• Providing us the opportunity to understand about WHO-
WHAT-WHERE-HOW MUCH at the final consumer level. It
can tell us how many consumers buy your products, how
often they buy them and how loyal they are
• Key factors:
• Penetration: the percentage of a brand/product
• Consumption: to increase the consumption, we
can increase the pack size, net weight …
• Share of requirement: the percentage of a
brand/product loyal users.
o Volume/ Value sales
o Volume/ Value share
o Volume/ Value share of trade
o Share in handlers
o Numeric/ Weighted distribution
o Net Weighted distribution
o Numeric/ Weighted out of stock
o Stock share
o Forward stock
o Reserve stock
o Stock cover day
Niche market, having loyal
Good product, good brand
equity, market leader
Potential, low frequent
is specifically conducted for a SINGLE company and the result is proprietary for that company.
U & A
• U&A research is a research to understand about
consumer usage and attitude toward the
• It’ a valuable tool to provide a comprehensive
picture for segmentation. Some methodologies for
U&A: Quant, qual to have user profile, Screening,
Brand/Advertising awareness …
• When conducting ATTIUDE research, we will the
brand attributes list – key drivers to impact on
consumer usage/behavior. In which, the attribute
and driver will be in important rating.
In Energy Drink (ED) category, the key brand attribute is
ENERGY KICK. And ED is the competitive and stable
category, ―ENERGY KICK‖ is a must-have attribute. The
new brand with that attribute tapping into this
category will lost the uniqueness and competitiveness.
And if it is the new category, the brand building on
that attribute is important
BRAND HEALTH TRACKING
• Brand Health Tracking is to understand about the
health of brand: awareness, brand equity,
• Providing us the opportunity to:
(1) Monitors performance of your brand over time vs.
(2) Identify the impact of all aspects of media mix..
(3) Informing what‘s next for the plan.
• Some BHT models:
(1) Brand pyramid: the connection between
consumer and brand (Presence Relevance
Performance Advantage Bonding).
(2) Brand signature: define the strength, weakness of
(3) Brand map: the full picture of market, our brand
FGD/CONCEPT TEST/ADVERTISING TEST
…are the primary interview
approach used in qualitative
• free flow of debate
• interchange of ideas
• an environment which
Standard groups are normally:
• 6 - 8 people
• 2 hours long
• conducted in a dedicated
Qual research recommended at
early stage of creative
• Provide understanding of how
different ad approaches are
• Identify which is most likely to
be effective when developed
to final film stage
• Provide guidance as to any
• Since qual research diagnostic
rather than evaluative should
never be used to ‗authorize‘
production of final film
• Though not appropriate as
communication check, group
discussions run amongst target
consumers are most commonly
Need qual to:
• Understand how concept is
working e.g. relevance,
coherence etc of proposition
• Explore potential expressions
• Sort stronger concepts from
• Refine best concept(s) prior to
Quantitative Concept test
Concept most likely to
succeed in quantitative concept
test to check whether an idea
has potential and is worthy for
Leverage your organization‘s strengths
Give you a competitive advantage through differentiation
Inspire, energize, and mobilize your people.
BRAND IS A PROMISE
Manifest itself in your organization‘s products and services
Address important consumer needs
Drive organizational decision, system, action & process
AND THE ANSWERS OF
of identifying & fulfilling human physical &
by capturing attention, dreams long enough
to create business value.
3. BRAND POSITIONING
• Identifying & fulfilling human physical &
emotional needs: provide specialized product
for men and the masculine fragrance for them.
• Capturing attention, dreams long enough:
Looking, feeling and smelling masculine can
build up the confident for men.
• Create business value: bring profit for business.
• What X-men does? The perfumed men’s
shampoo with masculine fragrance for the elegant
and confident men.
• How X-men does ? The leading men shampoo
in Vietnam market.
• How X-men create values and influences? X-
men – The real man.
TO WHOM WHAT NEED WHY BELIEVE HOW DIFFERENT
Who is your core
- What is the
- What is consumer
problem we are
- Key things to look
into: consumer insight,
- Challenge yourself
to find a point of
difference where you
can win against your
- Rational truth
association) - what
the head says
- Emotional truth
personalities) – what
the heart says
- The driver of every
part of the
connected to the
- Key things to look
products & services,
BRAND POSITIONING FORMULA
Man and woman 18-30
suffering the heat inside
body due to beer,
smoke, fast food,
and It affects to health
DR THANH – RTD TEA
The need of purifying
and cooling the body
to bring back the
Tea + 9 royal herbs (9
loại thảo mộc cung
The new taste/flavor
in RTD Tea besides the
core – lemon taste.
The 1st brand tackle
the inside heat.
…is a tool to capture a brand‘s future
desired positioning and what we want
to build. It‘s including what the brand
does, how it does, and what‘s its
BRAND KEY PROVIDES:
1. Direction: for all marketing activities
2. Focus: the brand cannot be mass for
everyone, and we need to make
3. Consistency: keep the same image
on how consumer will see the brand –
especially for global brands.
4. Inspiration for all working on the
HOW TO BE A EXCELLENT BRAND KEY:
FOCUS - STRETAGIC INTENT – SALIENCY
1. Root strengths: The perfumed men‘s shampoo with
masculine fragrance for the elegant and confident
2. Competitive environment: Romano, Nivea, Axe,..
3. Target: 14-25 year old men, seem to be cool, and
want to be masculine, attractive toward women.
4. Insight: Mating is also a key factor to make me more
masculine, confident in life.
+ Functional: masculine perfumed fragrance.
+ Emotional: Be more confident and attractive
6. Value, belief & personality: cool, confident,
masculine, sexy, attractive
7. RTB: men specialized product, perfumed fragrance,
cool/bold packaging, communication
8. Discriminator: It‘s a masculine brand
9. Essence: Đàn ông đích thực – The real man.
X-MEN BRAND KEY
Ways to create
BRAND COMMUNICATION IDEA
1. Common Interest: Coming from a shared voice
,something that you can relate to ,being the same shoes
2. Something completely different: Going against the
category norms; Addressing something in a different way
3. Speaking the same language: Communicating in a
way language that our target will get
4. An insight: Finding that real human truth. Something
that people may not know they’re thinking.
5. Authentic: Showing real world situations, that people
say that could be me
Samsung – Underwater selfies
Having a cold really sucks, trying to fight through it and get
to work really sucks, I know in the back of my mind I should
call in sick and get better Benylin : Take a Benylin Day
Midnight is a time when drunk-driving accidents triple
Uber Safe : You drink, We drive
Brand communication” is the rope building relationship between "brand" and target customers.
FiFa World Cup: 32 countries – 32 flags are represented
in the World Cup Coca Cola “The happiness flag”
Volkswagen's Think Small
4. BRAND COMMUNICATION
Role of communication
Is to enhance the great stuff and conceal the weak elements.
Communication works with current motivations and trends.
Communication must follow brand positioning and keeps evolving hence. It is important to learn from
the current masters & not just follow the old norms.
Why brand communication is important ?
Brands are valued based on the influence they have on people & inflence is created across a few
of the 6P – COMMUNICATION IS ONE CRITICAL ELEMENTS."
Integrated Brand communication (IBC)
Integrated Brand Communication (IBC)
IBC is a new way of developing brand
communication which is designed to help us deliver
our objectives and therefore get a better return on
Communication IBC should:
- Be integrated around a SINGLE idea.
- Encompass ALL touch points with the consumer.
- Exploit the idea across the most APPROPRIATE
channels, and be phased, to meet OBJECTIVES.
- Have planned-in TALKABILITY.
The big idea which translates the Brand
Essence from the Brand Key into a
The single minded creative idea that
plays out in all executions over a
defined period of time and is
Cover all of the
Key elements of IBC
Brand Communication Idea
CLIENT BRIEF CONTAINS
(Written by client, to brief agency)
Business background; Market competition
Consumers; Brand strategy
Marketing plan; Requirement for agency
AGENCY BRIEF CONTAINS
(Written by agency, to brief creative team)
Get (Target Consumer)
Who (Detailed Target Consumer Profile)
To (Call to what Action)
By (How communicate)
9 COMMON WRONG BRIEFS
1. Rumor briefs – verbal brief without any writing down
2. Faceless briefs – brief without facing, easy to
3. Cut, copy & paste briefs – hurried, not thought
4. Jungle briefs – too much information, not single
minded key message
5. Jargon briefs – dull and full of client jargon
6. Fat briefs (broad objective) – too broad
7. Prison briefs – no creative freedom, too many
8. Blind briefs – using fancy words, but impossible to
9. Warehouse briefs – the brief could be for any brand
Evaluating creative work (for client side)
Prepare for it
Get it ( idea& execution )
- Is it based on an insight?
- Does it “release” the message, and speak to the product/ brand truth?
- Is it interesting and fresh?
- Can it lead to executions in many media?
Love this idea or not, base on emotional judging at first
- Is it on brief?
- Is it on brand?
Example: The Magic of Flying - British Airways
When flying to Europe, many travellers
think first of those airlines which position
themselves primarily as low cost carriers.
BA want to communicate both the breadth
of its destinations and its competitive prices
For most of us, our first
experience of how special
flying is happens when we
Give a way to bring back to
people the amazing
experience flying is at a time
when it has become normal
The Magic of Flying
5. BRAND ACTIVATION
Brands should have clear actions to prove
what they have talked on advertisements.
Therefore, many brands are using activations
to build popularity and give the consumer an
experience that will make them feel a real
personal connection to the company.
“Advertising is about communicating promises
Activation delivers on those promises”
= Bring a brand to life
ROLES of BRAND ACTIVATION
Changing the way
Changing the way those
Pirelli Tires relies heavily on a strategy built on key
partnerships with F1 grand prix events, in order to promote its
tires as being high performance. Because F1 racing circuits
are associated with high performance vehicles and expert
driving, having the name and logo as a part of these events
emotionally engages all fans of racing and changes way
consumers see Pirelli brand (premier, more quality, etc…
Compaign “All people wear
qualified helmets” of Clear Vietnam
encourages people to carefully
choose and wear qualified helmets.
To have the ticket of “So good”
music concert organized by KFC
on Dec 2015, consumers have to
buy a “So good” combo
Brand Experience = the meet of Consumer Channels Brand+ +
“Speakable Billboard” in
“Share a feeling” campaign
of Cocacola met the
consumer’s need (I don’t
want to feel bored when
waiting at a traffic light), was
conveyed through the right
channel (crossroad Nguyen
Van Troi and Tran Huy Lieu)
and brought Cocacola brand
to consumer (Open
BRAND ACTIVATION PLATFORM
A physical or emotional space in consumers’ lives that enables the
brand to interact in a distinct and meaningful way.
A brand should define activation platform to: keep consistency, keep
focus, keep relevancy
BRAND ACTIVATION IDEA
A creative theme derived from the Activation Platform, that can work
across different channels, to achieve the brand’s marketing and
consumer do through
24h a day to find the
brand can jump in
Desired change in
Criteria for choosing
“Brand activation idea”:
1. Fit with Activation
2. Attention (Will the idea
cut through? How involving is
it for the consumer?),
Branding (Can the activation
idea be intrinsically linked to
the brand?) and
Communication (Will it
achieve the marketing and
communication objectives for
the particular brand activity it
is intended to support? Is the
key insight identified well
addressed in the idea?)
3. 360 Degree Approach
BRAND ACTIVATION CHANNELS
Social network (Facebook, Youtube, Twitter, Instagram, Google+,…)
Newspaper, magazine, PR
Word of mouth…
Definition: A system or
method that is used to
interact and give customer
integrated brand experience
to bring the spirit of brand to
customer’s life in a
Invitation Experience Amplification
of the Brand Experience
among the RIGHT
A motivating and meaningful
Experience for consumers that
reflects the essence of the brand
and delivers against objectives
Driving the Experience
to achieve impact and
reach with a much
Ex: Romano VIP Activation – Dinner in the sky (on Nov 2015 in Vietnam)
Send Invitation throug:
Advertorials in leading titles,
radio, In-store posters,
Regional PR, LCD elevators
1 dinner party in the sky
Make amplification through:
Youtube, Advertorials in
leading titles, PR
RECAP by 1 example
The joy of driving with the values:
innovative, aesthetic and dynamic
Brand activation platform
BMW does not stand for "technology"
(that is Audi’s brand essence), or for
"longevity" (Mercedes), "sportiness"
(Porsche) or "fun" (Mini).
Brand activation idea
BMW Powder ride Foxtail
Based on the design of BMW’s special edition of the X1,
Millhaus developed the campaign “Powderride” which
included the creation of a key commercial as well as the
implementation of multiple consumer activation measures
and their documentation.
The fox, which functioned as the key design element of the
X1 special edition, was adopted and transformed into a
very unorthodox consumer reward item: the BMW
Powderride Fox Tail. It enabled the holder the enjoy a
range of freeride-related benefits: free heli-lifts, first chairs
on powder days, front row parking or reduced lift-tickets
throughout the winter season.
In a short time, the Foxtail became a must-have item
amongst freeriders and helped position the brand within the
desired target group.
Creativity is the thinking process
by which we generate ideas
Innovation is the process of harnessing
creative ideas to meet business needs
Brand Innovation is the successful exploitation of new ideas, it refers to
both radical and incremental changes to products, processes or
services, and like most business functions, is a management process
that requires specific tools, rules, and discipline.
Brand innovation help
business goal – profit
In the past, Pepsico in Vietnam had failed to
lauch new product line called “Aquafina with
fruity flavour” because this new product line
was out of “pure” positioning of Aquafina and
made consumer to feel afraid about it.
6. BRAND INNOVATION
BRAND INNOVATION MIX
1. Product Innovation 2. Communication Innovation 3. Channel Innovation
Product innovation is the creation
and subsequent introduction of
a good or service that is either
new, or an improved version of
previous goods or services
Ex: TGM Corporation created
Ubrand which is the first ―e-
learning social network‖ in the
world to help people gain
valuable knowledge everyday
by motivating them to raise
their ―personal brand mark‖.
Ex: This fun digital subway ad
in Sweden for hair-care
products (Apotek brand) was
rigged up to recognize when
trains entered the station—
and then showed a woman's
hair blowing all around, as
though windswept by the
train. It's a simple, delightful
and seemingly magical in the
way it erases the line between
ad and environment.
Channel innovations encompass
all the ways that you connect your
company‘s offerings with your
customers and users.
Ex: In Vietnam, Vexere.com is
the first ―bus booking center‖
that allows customers to buy
tickets online with
BRAND INNOVATION MIX
4. Process Innovation 5. Packing Innovation 6. Pricing Innovation
Process innovation means the
implementation of a new or
significantly improved production
or delivery method (including
significant changes in techniques,
equipment and/or software)
Ex: Uber supported ―sharing
economy‖ by connecting
―customer‖ who wants to move
and ―taxi driver‖ who is free and
wants to drive through
technology platform. Customer
simply sends requirements to the
app, taxi driver who meets these
requirements then will come.
Ex: That people have to turn
ketchup bottle upside-down to
take the last drop makes them
ketchup bottles of Heinz pave the
way for clean ketchup
convenience and easy storage.
Ex: Nanosolar (America)
invented solar battery that
uses nano technology to
produce electricity with half-
price compared to normal
Packaging innovation seeks to
increase resource efficiency,
eliminate waste and reduce
environmental impact through
improved design and the use of
OUTCOME OF BRAND INNOVATION
Launching brands in
With UBrand, TGM has
business field to ―e-
With ―buy 1 get 1 on
Tuesday‖ and ―30 minutes
or free‖ unique promotion
campaign, Domino quickly
occupied the pizza market
when penetrated Vietnam
In 2009, Masan launch Omachi noodles to
respond the need of new consumer group
who wants to enjoy noodles but are afraid
of feeling hot inside (pimples may appear,
etc…) thanks to the fact that with Omachi
noodles is made from potato fiber, very
tasty without fear hot.
Moreover, Omachi noodles package was
design in ―vertical layout‖ which made it
different from all other noodles brands in
Vietnam with ―horizontal layout‖.
Refresh Compete Break-through
Inspiring consumer‘s on how to
use the right combination of
products for a specific need or
regime has been what has set
L‘oreal apart from some of it‘s key
competitors in men‘s skincare.
There is no change to product,
only the way in which they are
bundled together and presented
to the consumer.
On Dec 23th 2015, VINASUN
launched ―Vinasun App‖ to allow
customers to order taxi online.
Moreover, customers who use this
service will be driven in a new car
with the same price as traditional
taxi. Through this innovation,
VINASUN wants to compete with
Uber and Grab Taxi.
In 2007, Iphone was launched.
Apple made a new technology for
smartphone by mixing ―an iPod
with touchscreen‖, ―a cell phone‖
and ―an innovative Internet
device‖. After that, Apple officially
jumped into smartphone market.
Keep existing benefits but refresh
Add new benefits to existing offers New-offer/ New benefits
CONTEXT INITIATIVES CONCEPT
In this step, we have to define
clearly: Brand, Financial Target,
Direction Description, Benefit
platform, Innovation Program,
Scope, Initiative Areas.
Output: Identify Possible
build on Brand Strategy House define each initiative in more detail create concepts for each initiative
In this step, we have to define
clearly: Launch date,
opportunity, trends, P+L,
Output: Act as the brief for
In this step, we have to define
clearly: Name, description,
insight, emotional benefits,
reason to believe, visualization.
Output: Prepare successful
concepts for Innovation Funnel.
Concept: “2nd Lives”
Consumer insight: I actually want to reuse and recycle
Cocacola bottles to help protect environment, but I don’t
have time to create new function for them.
Benefits: Cocacola will show you how to reuse bottles in
Reason to Believe: With different kinds of screw-on cap, we
can add more valuable function to normal bottles: ketchup
bottles, weightlifting tools, painting brushes, etc…
Detail: created 16 red screw-on caps that transform the
otherwise-useless left-over plastic bottle into something
creative, fun and usable.
CRITERIA FOR CHOOSING A CONCEPT
B – Benefit M – Meaningful M – Mind-opening D – Differentiations
Concept ―Toilet is so clean that
you can test by your hands‖ in
communication of VIM met
with opposition from
community due to its
View Cocacola example
in previous slide.
Trigger people to think
Offenbar haben Sie einen Ad-Blocker installiert. Wenn Sie SlideShare auf die Whitelist für Ihren Werbeblocker setzen, helfen Sie unserer Gemeinschaft von Inhaltserstellern.
Sie hassen Werbung?
Wir haben unsere Datenschutzbestimmungen aktualisiert.
Wir haben unsere Datenschutzbestimmungen aktualisiert, um den neuen globalen Regeln zum Thema Datenschutzbestimmungen gerecht zu werden und dir einen Einblick in die begrenzten Möglichkeiten zu geben, wie wir deine Daten nutzen.
Die Einzelheiten findest du unten. Indem du sie akzeptierst, erklärst du dich mit den aktualisierten Datenschutzbestimmungen einverstanden.