young marketer elite season 4 - assigment 1.1 - minh hoàng - thái hoàng - bảo như
TRANSCRIPT
Get to know a “Brand Promis e ”
IT’S LIKE YOU LOVE SOMEONE YOU HAVE TO DECLARE & PROVE YOUR LOVE
Thinking of what to say to her
Say it out with all of your sincerity
and wait for her reply!
It has to be impressive enough
Prove what you have said
Think of what you should sayto her
PROMISE
TARGET16-25 years oldThey are sporty, have an active lifestyle. They want to get experience outside and enjoy engaging with others
INSIGHTI perceive that I ony live once with my youth. So I want to live every moment with long-lasting energy and keep going but losing minerals lowered my experience
PROMISE“Revive with isotonic ingredient help you ease thirst quenching rapidly and restore your minerals to bring your fun and excitement back to your day”
ANALYSE PROMISE
CONSUMER’S NEED
RELEVANT
Human
HỨNG KHỞI vs BỀN VẬN ĐỘNG
Category Brand
more about telling theFUCNTIONAL STORY“Bù nước nhanh – bềnvận động”
Millenials are highly expressive and social
generation. They want to spend all their spirit to live with your youth
moment
STRONG
UNIQUE
Revive deal with not onlyfunctional benefit ( help yougain back minerals losses) butalso bring fun and excimentback to your day (khơi lại hứngkhởi)
AquariusKEY COMPETITOR
BENEFITS FROM BRAND PROMISE
I want to live, play and experience
heartily but minerals losses reduce my spirit rapidly so I can’t enjoy these exciting moment
Revive with isotonic, vitamins and minerals ingredients help gaining water and minerals losses ,ease thrist quenching
Revive help you sustain the enjoyment so you can continue your wonderful experience
FUNCTIONAL
EMOTIONAL
The isotonic category fuels long-lasting
enery to your body after
heavy activities
Revive with isotonic essential vitamins and
minerals ingredients help you gain back minerals losses and maximine
experience
Revive block the moment: “Khơi lại hứng khởi mỗi ngày” when Aquarius “bền vận động” . It looks like themarketing strategy of Donald Trump and Hilary ( “Make America greate again vs Stronger together”
MASS AWARENESS MASS EDUCATION ENGAGEMENT
TVC Revive
TVC launched with functional and
emotional approach:
-Vietnam is a tropical country, heat and
sun can let people down strenght easily.
So people can not enjoy their exciting
moment
-Youth will be return to active and full of
enery to keep the fun going after
consuming revive
POSM
PR Education about functional benefits and
morale of active lifestyle
Fanpage Revive
Sampling in hot & thristy location, let
consumer experience product
Build consumer bonding- Revive Fun Bike
A journey of team ride a bike with celebrities to find evidence for “Giant Bike”
Sponsor for outdoor activities
Dance Sport (VUG), Football, Campus tour
COMMUNICATE & DELIVER
STRENGTHEN
-PRODUCT PORTFOLIO:Introduce new variants: “Revive Salted Lemon “
-Provide more flavourable options-Fill up demand of consumer: Especially, it suitsto everyone as it’s not only hydrate but alsobeverage drink-Using when feeling tired, sleepy, thirsty – Moreneeds
Renew label to adapt with the youth trend, look more modern, active, proactive
CSR
Sponsor for “Mùa Hè Xanh” – help *chiến sĩ mùa hè xanh* regain minerals and water losses to help them do task more effectively
Sponsor 2,5 bil for “Viet Nam Youth Union”
TARGET CONSUMER
Vietnamese familyHảo Hảo users are: Men > Women (55% – 45%)
Low and Middle income (BCD)Focus: Students, white-collar workers, housewives
HẢO HẢO
Chuẩn chất lượng Nhật, Thuần túy hương vị Việtđem đến cho các gia đình Việt Nam bữa ăn ngon và nhữngphút giây hạnh phúc
HẢO HẢO - CONVINCING BRAND PROMISE
STRONG RELEVANT UNIQUE
Consumer’s tensionBuy instant noodle but don’t want to
trade off betweenConvenient + Cheap >< Delicious +
High qualityFunctional benefits: High culinary
value (Japanese standard -Vietnamese flavor: Chuẩn chấtlượng Nhật, Thuần túy hương vịViệt) Gold quality, food safety,
delicious & low priceEmotional benefits: Cảm nhận từng
giây hạnh phúcBring happiness to consumers by
- Convenience- Family atmosphere
- Satisfaction - Trust
Human’s need: Fast – cheap food solution
=> Category: Instant noodleHuman’s demand: Fast – cheap –
safe - delicious food solution => Brand: HẢO HẢO –(Japanese
standard - Vietnamese flavor: Chuẩnchất lượng Nhật, Thuần túy hương vị
Việt)
Competitors in the same price segment
Gấu đỏ (Asia Food): Gắn kết yêu thương (Strength: Simple flavor) Miliket (Colusa Miliket): Mì Việt
Nam chất lượng caoKokomi (Masan): Dai ngon từng
sợiElastic noodle fiber
TV, Radio: 30s TVC “Hảo Hảo – Cảm nhận từng giây hạnh phúc” Social media: Fanpage “Mì ăn liền Hảo Hảo” Print Ads; OOH; Online newspaper; Forum; Event
Communication message change periodically following the “Brand Promise” Since establishment to 2014: Brand promise “Biểu tượng của chất lượng”=> Communication message “Cùng Hảo Hảo vươn tới đỉnh cao” Since 2015: Cook Happiness => “Cảm nhận từng giây hạnh phúc”
Where
When
What
How
Some actiation idea for sales promotion campaign Tỷ phú Hảo Hảo Ăn Hảo Hảo trúng xe hơi Cùng mỳ ăn liền Hảo Hảo an cư lạc nghiệp”
Feature of TVC is to showcase the consumers’ testimonials for Hảo Hảo=> Hảo Hảo proud to “serve more than 2 bil meals/year for Vietnamese”
COMMUNICATE
DELIVERWide distribution channels both in rural and urban areas with more than 600 wholesalers in General trade & Modern Trade
Distribution
STRENGTHEN
PROMISEPortfolio building wide with 7 variants(1) Sour-Spice-Shrimp; (2) Garlic-Pork; (3) Mushroom-Chicken;(4) Sate-Onion; (5) Stirred-Sour-Sweet-Shrimp; (6) Stirred-Onion-Shrimp; (7) Vegetarian
Introduce 02 new variants: HH Handy & HH Green Bean
CSR activities- For students: Spring Bus – ticket to com back to hometown inTết; Relay season- For the poor: Flood aid in Central of Vietnam- For children: Tết gift for children;- For housewives: Nutritionist sharing
Crisis management
TARGET CONSUMER
Vietnamese family womenAge: 23 - 45
Married with kidsHousewife
Dedicated to taking care of her family
INSIGHT
I always want to cherish my family by making deep tasty dishes but I still want all-in-one product to save my cooking
time among all those seasoning products (salt, sugar, pepper, fish sauce…)
Knorr Seasoning Granules “Thơm ngon, tròn vị” guarantees the TRON VI (WELL-ROUNDED) taste of family dishes
including complete deliciousness, nutrition and love.
STRONG RELEVANT UNIQUE
KNOR - CONVINCING BRAND PROMISE
She wants to make deep tasty dishes everyday because
“chồng con” always come first
Not only she cares about the taste but she also strikes for
a well-rounded meal that cares about her
family health
She wants put all of her love & effort in
family meal to maintain her family
relationships.
Knorr ingredients
guarantees the well-rounded
meaty taste for the dishes.
Knorr adds in Vitamin A to
increase micronutrients in Vietnamese daily
meal
Knorr aim to bring the rounded taste of
love with a belief that flavourful dish is
necessary to connect all family
members.
Foods & dishesNGON
NGỌT
TRÒN VỊ
Product truth: Shinbone,Tenderloin & Marrow inKnorr are the best threeingredients from a pig tocreate the sweet taste ofthe soup (canh)
Category: Seasoninggranules often make thedish more “đậm đà” tocomplete the taste of awhole dish
highlight key word “TRÒN”: promote
“đậm đà” at a more complete & higher
stage: deliciousness, nutrition, love
more about telling the FUCNTIONAL
STORYpromises the natural
sweet & “đậm đà” taste for the dish
from its two ingredients: broth &
meat.
TRÒN VỊ vs ĐẬM ĐÀ
Difficult to cover them all but it
shows Knorr knows women better while entering women’s
EMOTIONAL SPACE more
Vietnamese consume about 1,500 tons of seasoning granules per year. Vietnamese womenuse seasoning granules in 30 million litter soup per day. (Nielsen)
COMMUNICATING: 4 stage
Ngọt canh xương ống, đậm đà thịt thăn
At the beginning, Knorr started off with focusing on its functional benefits.
Đậm vị ngọt, TRỌN VỊ ngon vớithịt thăn, xương ống & tủy
Knorr Shinbone, Tenderloin & Marrow Granules was introduced with the combination of 3 premium ingredients
1 3
2
Thơm ngon, TRÒN VỊ, tốt hơn với vitamin A
Knorr re-launch with added Vitamin A in collaboration with Vietnamese National Nutrition Institute but still highlight its 3 ingredients
2010
From 2013
17/8/2013, COLLABORATION ANNOUNCEMENT: Project “Bổ sung vi chất dinh dưỡng vào thực phẩm”
9,10/2013, Knorr wants to enhance women’s knowledge about the importance of micronutrients in family meals &
give out tips about nutrion & family caring skills
PROMOTION: “Cho triệu bữa ăn NGON KHỎE VẸN TRÒN” 2014Knorr added 100g more for 900g packet/ 50g more for 400g packet (KOL: Actress Thanh Thúy & Chef Tịnh Hải)
Knorr VIRAL CLIP: Bí kíp cho món ăn ụt ụt. It is ranked top 10 ads on You Tube 2016 with more than 6.5mil views. Knorr uses the cuteness of baby girl’s line to make consumers remember about Knorr products, especially its functional benefits (involving with pigs)
In 16 cities of north Vietnam
STRENGTHEN
4 Knorr pushes the promise to the emotional level: LOVE, especially through Tết occasion
Because the keyword “TRÒN” VẸN TRÒN shine beautifully at Tet.It is relevant with the brand, the year-end family meal & the family cozy atmosphere
• Tet 2014 “Tròn vị thơm ngon - TẾT VẸN TRÒN”• Tet 2015 “Có mẹ là có Tết”TẾT TRỌN VẸN YÊU THƯƠNG Campaign: Tổng đài Mẹ ơi• Tet 2017 “VỊ TẾT TRÒN YÊU THƯƠNG” Campaign: Nêm yêu thương cho vạn nhà thêm Tết
Meaty well-rounded taste DELICIOUS FUNCTIONAL ONLY
Meaty well-rounded tastePLUS nutritious element DELICIOUS + HEALTHY FUNCTIONAL
Put all in the family context, especially Tet DELICIOUS + HEALTHY + LOVE FUNCTIONAL + EMOTIONAL
KNORR’S PROMISE IS STRONGER AND MORE COMPLETE DAY BY DAY
Knorr always commit to its keyword “TRÒN” & tell all the story around it. Knorr guarantees the “well-rounded” quality of its product & the “well-rounded” feeling from consumer’s side