Young Marketers Elite 3 – Assignment Zero.1- Khánh Thy - Đức Hiệp - Hồng Phong

1. ASSIGNMENT ZERO
RECAP ELITE PROGRAM
Khánh Thy - Đức Hiệp - Hồng Phong

2. NEED WANT DESIRE
A NEED is a consumer's desire
for a product's or service's
specific benefit, whether that be
functionalor emotional.
Ex: Thirsty
A WANT is the desire for
products or services that are are
not all the time necessary, but
which consumers wish for.
or "Want is a specific need,
personal, for some categories it
is upon moments.“
Ex: Beer
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
obtaintheir goal.
Ex: Drink beer Heineken to
show my level
I, BASIC DEFINITION
Customer IS
Market
Research Brand

3. II, DEFINITION OF 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: consumer truth,
category truth, brand
truth/product truth.
Example:
- It is really unpleasant to
restrict the wild part inside. I
want a release, immediately in
thinking, even it’s drinks
- Not only just a way to
communicate, phones have
become a must-have item people
bring with them everywhere, a way
to show off their lifestyle.
Therefore, phones also have
become an fashionable accessory
for their users
+ Information to insight: Many
People choose to buy NOKIA
because of its durable, long-
lasting
battery (product’s attribute)
Why?
Because I can receive calls from
friends and
relatives (Emotional Benefit)
Why?
Because I can help them if they
need (Brand Essence)
Customer IS
Market
Research Brand
X-men: Not only women,
men also need product
dedicated to show 'men' part
inside

4. III, 4 KEYS STEP FOR CONSUMER UNDERSTANDING
Information (about what people think and
do)
Understanding (why humans do it)
Insights (gain understandingof what
business can do to satisfy needs and desires in
new ways and competitive)
Action (putting these solutions into business
operations)
Example:
1. Information: Nhiều người mới thành đạt thích uống
bia Sài Gòn hơn bia Heineken.
2. Understanding:Myself know who we are, drink
something familiar
3. Insight: Những người mới thành đạt ở Việt Nam,
họ luôn nhớ quá khứ khó khăn của mình và tự hào về
những gì mình đạt được
4. Action: “Có thể bạn không cao nhưng người khác
cũng phải ngước nhìn”
Bia SG Special mới – Chất men của thành công
IV. HOW GOOD INSIGHTS LOOK LIKE?
The 4 Elements to create a Powerful Insight
• Fundamentaltruth.
• Category specific.
• Deep emotionaldrivers
• Personal.
Customer IS
Market
Research Brand

5. INSIGHT vs RESEARCH
Example
Research: 70% of young
people Việt Nam agree
that they love new
experiences.
Insight: Because the
family, the school and the
education system is
barrier make them aren’t
allowed to explore more
INSIGHT vs OBSERVATION
Example
Observation: Vietnamese
people love watching Korean
movies
Insight: To fulfil the dreams
of bringing more
happiness in those
sometimes unpleasant
lives
Insight can also be “Inconvenient
truth” – a deeply felt human truth
that bonds consumers to our brand
Example: Campaign: “SORRY, I
SPENT IT ON MYSELF” – Client:
Harvey Nichols
Insight: When finance limited, gift
accidentally become the pressure
with people who always loves his
family. They either accept to sacrifice
part of his loss to buy gifts for loved
ones. Though they're also would like
to get a Christmas gift for them
Customer IS
Market
Research Brand

6. V, INSIGHT ACTIVATOR
a. Word Associations
Ask our customers think and feel
about brands
Example:
TH True MILK: clean
Lamborghini: edge, powerful engine.
b. Collage Building
Ask our customers brand image in
their minds. True to the brand's
positioning?Why do they think such
brand image?
1.Insight exploration techniques
c. Personification
This is a technique that requires
imagination,to let consumers
imagine a brand as a human to find
out how they feel about that person,
what his personalityis, what his
strength and weakness are...
d. Third party projection
A technique using the 3rd person
(often the people not loyalto any
brand), comparing the 2 mark that
they know, is using or has ever used,
to know what they think about the
brand that
e. Plan Exercise
This is a technique that requires
imaginationthat brandsas one
planet. So when they go to the
planet they will feel something
first, the color of that planet? , the
people they like?
f. Sentence Complete
Created a total brand experience
for customer
Customer IS
Market
Research Brand

7. Customer IS
Market
Research Brand

8. Customer IS
Market
Research Brand

9. Customer IS
Market
Research Brand

10. Customer IS
Market
Research Brand

11. Customer IS
Market
Research Brand

12. Customer IS
Market
Research Brand

13. Customer IS
Market
Research Brand

14. Customer IS
Market
Research Brand

15. 1. What is a BRAND?
Brand is not an icon, a slogan or a mission statement.
It is a PROMISE – a promise your company can keep
Harley Davision promise that: “Only Harley-Davidson delivers you the fantasy of
complete freedom on the road and the comradeship of kindred spirits to avid cyclists”
To be believable, Brand promises require R2B in support of the
brand’s promise. A brand promise must:
- Address important consumer needs
- Leverage your organization’s strengths
- Give you a competitive advantage through differentiation
- Inspire, energize, and mobilize your people.
- Drive every organizational decision, system, action & process
- Manifest itself in your organization’s products and services
Customer IS
Market
Research
Brand
Positioning

16. * Consumer:
- Simplificationof consumer choice
- Guarantee of quality
- A mark of self esteem
* Business:
- Add value
- Competitive advantage
- Consumer loyalty and repurchase
Why Brand Important?
BRAND
* 5 Steps to build a Brand
- Business need
- Target group
- Product relevance to consumer
- Your competitiveenvironment
- Values development
Customer IS
Market
Research
Brand
Positioning

17. : providefashion sports equipment,bring inspiration
to everyathlete*in the world
: capture the dream of being win myself and reach
self-beliefto do what I want – and just do it.
: bring profit for business.
2. What is Branding?
It is the combination of ART & SCIENCE:
- of identifying & fulfilling human physical &
emotional needs
- by capturing attention, dreams long
enough
- to create business value.
NIKE’s Ex:
Customer IS
Market
Research
Brand
Positioning

18. 3. What is Brand Positioning?
is the way brand is perceivedwithina given competitiveset in the consumer’s mind
* Brand Positioning is defined to follow 4 rules:
- Direction
- Focus
- Consistency
- Inspiration
And must be delivered across the 6P formula, including: Product, Price, Place, Promotion,
Packaging, Proposition.
* Brand Positioning Statement
To WHOM DIFEERENT by RTBProvide what NEED
Customer IS
Market
Research
Brand
Positioning

19. 4. BRAND KEY
KEY PRINCIPLES OF EXCELLENT BRAND KEY
BRAND KEY
is a tool to capture a brand’s future desired
positioningand what we want to build.“
BRAND KEY PROVIDES 4 RULES:
- Direction
- Focus
- Consistency
- Inspiration
- Focus
- Strategic Intent
- Saliency
- Simple
RULES PRINCIPLES
Customer IS
Market
Research
Brand
Positioning

20. 1. Root strengths
Dove is a specialized brand of bath products , skin whitening and skin-friendly
2. Competitive environment
- Dove bridges soap and skincare
- Competes directly with premium soaps such as Lux, Pears, Camay
3. Target
Women 35 – 50, who begin to feel the effects of dry skin and therefore want to care for their
skin; women who want to look and feel their personal best
4. Insight
Soap leave my skin feeling dry and tight
5. Benefits
- Won’t dry my skin like soap can
- Makes my skin soft and smooth
- Help me feel more feminine
6. Value & personality
Honesty, Purity, Feminity, Optimism, Inner confidence
7. Reason to believe:
- Contains of 1/4 moisturizing cream
- Recommented by doctors with clinical proof – ensorsed by users
8. Discriminator:
Dove don’t dry my skin like soap can, because it contains of ¼ moisturizing cream
9. Essence:
Restoring feminity
4. BRAND KEY EXAMPLE’S DOVE SOAP
Customer IS
Market
Research
Brand
Positioning

21. Apple’s Essence:
“Make everything simple”
5. What is BRAND ESSENCE?
Brand essence is heart and soul of a Brand.
It is the extracted brand promise (usually stated in 2 -3 words).
And what cannot be changed when extendingis brand essence.
Apple Promises that:
Apple make it easier to use electronics, so that you willfeel smarter
and at the leading edge of technology, no matterwho you are
Customer IS
Market
Research
Brand
Positioning

22. 1. Common Interest
2. Something Completely Different
Going against the category norms
Addressing something in a different way
3. Speaking The Same Language
Communicating in a way languagethat our target will get.
4. An Insight
Finding that real human truth.
Something that people may not know they’rethinking.
5. Authentic
Showing real world situations, that people say that could be me.
1. What is BRAND COMMUNICATION ?
Coming from a shared voice, something that you can relate to.
Being the same shoes
Dr Beer: “A diamond is forever”
Dove: “Real Beauty”
Coca Cola: “Chok Chok Chok”
*Chok is rapid motion
Sunsilk: “Language of Hair”
to enhance the great stuff and
conceal the weak elements.
2. SOME WAYS TO ORIENT
“COMMUNICATION IDEA”
Volkswagen: “Think small”
Brand Communication is the thread that ties the relationship
between “Brand " and “Target customers”

23. - 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 BRAND COMMUNICATION IDEA
This is the big idea which translates the Brand Essence
from the Brand Key into a communication theme.
CAMPAIGN IDEAS
The single minded creativeidea that plays out in all
executions over a defined period of time and is objectiveled.
THE CAMPAIGN EXECUTIONS
These cover all of the communications activities that bring
the Campaign Idea to life
BRAND COMMUNICATIONIDEA
OPEN HAPPINESS
CAMPAIGN IDEA
HAPPY ID, HAPPY TRUCK…
IBC is a new way of developing brand
communicationwhich is designed to help us deliver
our objectives and therefore get a better return on
our investment.
3 KEY ELEMENTS OF IBC
What is IBC? COMMUNICATION IBC SHOULD
Customer IS
Market
Research
Brand
Com

24. a. Preparationand Briefing
The brief for the Campaign Idea is developed with the lead Brand Agency.
b. CreativeDevelopment and Judgement of the CampaignIdea
This is the critical stage when our agency partner generates the Campaign
Idea.
Client evaluateCampaign Idea through 5 elements:
- Attention (Impact,enjoyment, involving)
- Branding (Intrinsically branded at the core)
- Communication (of the main point)
- Delivery (delivers the message through themost appropriate touch-points)
- Effectiveness(thecombined ability of the creativeto meet the objectives &
create talk ability)
c. Development of Executions from Idea
This is where the Campaign Idea really comes to life.
d. Joining Up Business with a Think Big Pack
The Campaign Idea, executions and supporting materials are handed over to
all BB countries as a Think Big Pack
e. Production and Local Country Execution
The core team finalizes the executions for global/regional delivery and local
teams work on the implementation and exploitation of their local plans as part
of the BMP process.
f. Implementation
The campaign is implemented and measured in the market.
Challenge
How to protect
children even more
on big beach?
Execution
An ad that turned into a bracelet for
children to wear so that parents could
monitor them on their smartphones. All that
was needed was to download the app,
pair the bracelet, identify the childand
choose the distance where the childcould
go. If distance was exceeded, an alert was
sent by the app
Results
Nivea Sun Kids had the top sales in its
segment, with a 62 percent increase in Rio
de Janeiro. 8 in every 10 people impacted
by the ad, downloaded the app
6. KEY TOOLS
/TEMPLATES/DEFINITIONS
NIVEA – THE PROTECTION AD

25. CLIENT BRIEF CONTAINS
*Writtenby client,to brief agency
- Business background
- Market competition
- Consumers
- Brand strategy
- Marketing plan
- Requirement for agency
- Budget
- Timing
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
BRIEF
1. Rumor briefs – verbal brief without any writing down
2. Faceless briefs – brief without facing, easy to misunderstand
3. Cut, copy & paste briefs – hurried, not thought through
4. Jungle briefs – too much information, not single mindedkey 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 mandatories
8. Blindbriefs – using fancy words, but impossibleto deliver
9. Warehouse briefs – the brief could be for any brand Customer IS
Market
Research
Brand
Com

26. 1. Prepare for it
2. Get it
(Idea & Execution)
3. Feel it 4. Chech it 5. Spark it
* Idea is NOT
+ The objectives
+ The benefit
+ The consumer insight
+ The tagline
* GREAT IDEA must be together
with right execution
* QUESTIONS TO EVALUATE IDEA:
- 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?
- Attention?
-Comprehension?
5 point plan for reviewing
CREATIVE IDEA
Customer IS
Market
Research
Brand
Com

27. DEFINEINNOVATION:
BRANDINNOVATIONis the successful
exploitationof new ideas,it refers to both
radicaland incrementalchangesto
products, processes or services, and like
most business functions, is a management
process that requiresspecific tools, rules,
and discipline.”
DIFFERENTBETWEENINNOVATION&
CREATIVITY
- Creativityis the business of generating
ideas.
- Innovationis the business of making
them happen to meet business needs.
WhyneedBRANDINNOVATION?
- Increasing competitive advantages
- Achive business goals
- Profit
Outcomes
- Expand brands beyond current category
- Launching brands in new territories
- Reading new consumer groups
- Innovating the core with rapid roll-out
BRAND
INNOVATION
Customer IS
Market
Research
Brand
Innovation

28. BRAND
INNOVATION
1. INNOVATIONTYPES
• Refresh– Keepexisting benefitsbut
refreshtheoffer
• Compete– Addnew benefitsto
existing offers
• Break-through– New-offer/New
benefits
2. INNOVATIONPRINCIPLES
- Fit theBrandStrategy
- HelpaddresstheInnovationDirection
- Fit withinthepre-definedbrandboundaries
Customer IS
Market
Research
Brand
Innovation

29. 1. PRODUCT INNOVATION: Transforming to
meet current need
Ex: Consumers want to have a true tablet
which not only light but also powerful
Apple provide and improve IPad to build
IPad Air
2. COMMUNICATION INNOVATION: Adjusting
to fit current audience
Ex: OMO change the way of communication
with mom to let kids free to learn & play
3. PROCESS INNOVATION: Elevating to deliver
the fresh experience
Ex: Apple’s innovation of Appstore to
innovate the journey of consumer to access
to Apple’s software and music
4. CHANNEL INNOVATION: Widening and sharpening to reach
current touch points
Ex: In Vietnam, Uber is the 1st applicationthat customers can
take and pay for the taxi service directly via mobile phone
5. PACKAGING INNOVATION: Adjusting to shape for the
current value
Ex: Through time, consumers have more diversity choice about
the attributesof detergent
OMO changed their packaging to meet customers’ need.
6. PRICING INNOVATION: Reasoningfor the current position
and market
Ex: Big C offer very competitive & cheap price
BRANDINNOVATIONMIX
EXAMPLES
Customer IS
Market
Research
Brand
Innovation

30. INNOVATION
PATH
CONTEXT INITIATIVE CONCEPT
Build on the Brand Strategy House Define each Initiative in more
detail
Create concepts Initiative
Innovation Direction
• Brand
• Financial target
• Direction description
• Benefit Platform
• Innovation Program
• Scope
• Initiative Area
• Launch date
• Opportunity
• Trends
• P+L
• Innovation Type
• Name
• Description
• Insight
• Emotional Benefits
• Reason to Believe
• Visualization
Identify Possible Innovation Initiatives Acts as the brief for concept
development
Prepare successful concepts
for Innovation Funnel
Aim
Factors
Output
Customer IS
Market
Research
Brand
Innovation

31. CRITERIA TO EVALUATE A CONCEPT
PROVOCATIVE CREATIVITY
Criteria to evaluate a concept
B – Benefit
M – Meaningful
M – Mind-opening
D – Differentiation
(Or Uniqueness – Relevance –
Appealing – Creditability – Purchase
Intent)
Provocative Creativity
What is Provocative Creativity
It means:
- Go beyond stating the obvious
- Make sure you have dilemma pivot point
(1 Insight with“dilemma pivot point” Need/ Benefit + BUT +
“Dilemma – why I can’t satisfy my need/ desire”
Example
Sunsilk Polygonum Hair Conditioner For Black Hair – “I want
a hair conditioner contain BỒ KẾT to have a silky black hair
like my grandmom and mom, but I do not know that
Polygonum can bring a silky black hair done 10 times”)
- Be positive
- Avoid absolutes/ culturally sensitive
Customer IS
Market
Research
Brand
Innovation

32. BRAND
ACTIVATION
1. Why need Brand Activation?
“Advertising is about communicating
promises”.
However, Consumers:
-be coveredby too much information
-More and more smart”, they require more
than just listening to the advertisement
consumer HEARD and EXPERIENCE by
ACTIVATIOn
Activation“delivers” on those promises”
2. What Brand Activation là gì?
The core marketing process through which
we BRING A BRAND TO LIFE through a variety
of BRAND EXPERIENCES
To:
Changing the way consumers see our
brands
Changing the way those consumers behave
Influencing their purchase behaviour
3. Formula Evaluate “Brand Activation”
BUY – There is enough interest to join or not
PLAY – relevant với consumer hay không?
SHARE – There is“wow moment” to share?
4. Formula create“Brand Experience”
A meet of CONSUMER + CHANNELS + BRAND
EX Campaign “The Protection Ad” đã thỏa mãn TC’s
Need: More protection for their kids on big beach BUT
less concern for young moms
Channel: On the beach
Brand: NiveaSun Kids protect children’s delicate skin
5. “Brand Activation = Business objective + Equity targets”
Thế nào là các loại Objectives?
a. Business Objective
Financial or strategic goal for the brand
b. Marketing Objective
Desired change in consumer behavior (e.g. penetration,
frequency of purchase)
c. Communication Objective
Desired change in consumer attitudes/ perception (e.g.
awareness, benefits, values)Customer IS
Market
Research
Brand
Activation

33. Activation
Platform
Preliminary
Channels
Activation
Ideas
Exploitation
Customer IS
Market
Research
Brand
Activation

34. BRAND ACTIVATION
PLATFORM
Definition: A physical or emotional
space in consumers’ lives that enables
the brand to ENGAGE consumer IN A
DISTINCT WAY to deliver BRAND
PROMISE”
Example: Brand ActivationPlatform
- OPPO: MusicFestival
- Coca Cola (in Vietnam): Happy
moment in Tet
Why need Activation platform?
- Keep consistency
- Keep focus
- Keep relevancy
Ways to define an activation platform
- From Brand Perspective:
Aligned with brand tone and manner
Right space to demonstrate product role
Scales for different ideas to play
& distinctive to impress
- From Consumer Perspective:
How’s it relevant to consumer life?
How does it create impact to consumer life?
How’s much consumer can engage with it?
Criteria to evaluate a Brand Activation Platform:
• Actionable
• Brand enriching
• Consumer involving
• Differentiatin
• Enduring
• Feeling
Customer IS
Market
Research
Brand
Activation

35. BRAND ACTIVATION
IDEA
1. What is Brand Activation Idea?
“A CREATIVE THEME derived from brandkey
vision, that can well deliver in the ACTIVATION
PLATFORM , to achieve the brand’s marketing
and communication objectives”
2. Objective of Brand Activation Idea
To “get under the skin” of the target consumer
for the marketing task to identify “hooks” or
areas of interest that might provide a
foundation for an activation idea.
3. HOW TO DEVELOP ACTIVATION IDEA:
- Marketing Objectives
- Activation Platform
- Brand Immersion: “To identify those elements
of the brand that are connected to the
specific marketing activity, in order to
generate powerful brand relevant themes for
an activation idea”
- Consumer immersion (những ngóc ngách/ “touchpoint” nào có
thể touch đc brand)
To “get under the skin” of the target consumer for the marketing
task to identify “hooks” or areas of interest that might provide a
foundation for an activation idea.
Ex: Phân tích thời gian biểu 24H của consumer, tìm ra
“touchpoint” nơi brand có thể tấn công.
Ex: Sprite Shower. Locate: Beach. Time: hot weather
4. Criteria to choose the “Brand Activation Idea”
- Fit with Activation Platform
- ABC Model
ATTENTION: Will the idea cut through? How involving is it for the
consumer?
BRANDING: Can the activation idea be intrinsically linked to the
brand?
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?
- 360 Degree ApproachCustomer IS
Market
Research
Brand
Activation

36. BRAND ACTIVATION
CHANNELS
understand Brand Activation Channel
through“Activation’s sequence”,
“Sequence of activation” contain:
1. Invitation: “Maximizing awareness of
the Brand Experience among the
RIGHT consumers“
2. Experience: “A motivating and
meaningful Experiencefor consumers
that reflects the essenceof the brand
and delivers against objectives”
3. Amplification: “Driving the
Experience to achieve impact and
reach with a much bigger audience”
Ex: LUX Activation
Invitation:
- Advertorials in leading titles
- Radio
- In-store posters
- Regional PR
Experience:
- 6 Nationwide 2 day events
Amplification:
- Lux Microsite on AOL female
- Lux Cover Star Competition
- Advertorials in leading titles
- PR
Customer IS
Market
Research
Brand
Activation