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

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)
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3. DEFINITION & DIFFERENCES OF
CONSUMER INSIGHTS IN STAGES
DEFINITION & DIFFERENCES OF
CONSUMER INSIGHTS IN STAGES
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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.*
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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
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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
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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
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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.
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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.
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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
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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.
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