young marketers elite 3 - assignment 3.1 - nhóm 4 - phúc hậu, trường liêm, kỳ vỹ
TRANSCRIPT
YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 3.1]
Trương Liêm + Ky Vy + Phuc Hâu
Insight is defined as PENETRATING UNDERSTANDING that hooks the brand into the consumer needs/wants.
The following stratification of insights is based on the DEPTH in which marketers can PENETRATE and gain
understandings from CONSUMERS.
The depth of your penetration does not go along with the efficiency of your insight and depend on the
objectives of your strategy
GESTURES AND SYMBOLS
Oreo: Children love what they instinctively discover for themselves “Eat the middle first
and save the chocolate cookie outside for last“ which is the best way to enjoy OREO.
https://www.youtube.com/watch?v=EPSN8-xnf0M
Vinamilk yogurt White Nose: People often have their nose covered with white yogurt
when they enjoy it. It is when they find it too delicious that they instantly forget their
manner
https://www.youtube.com/watch?v=vOSwJt1ngOM
Meizan Cooking Oil: People often cannot resist from eating stealthily fried food when
their mom or wife is cooking in the kitchen. This makes the housewives happy
https://www.youtube.com/watch?v=nSqLOLt9VGg
EVERYDAY PROBLEMS
1
2Dulux Easy Clean: As a mom, I usually get angry with the my kids for the stains on the
wall resulted from their innocent games because they are hard to clean.
https://www.youtube.com/watch?v=khjoKn24rFI
Dumex Fruit&Veg: As a mom, I have often have trouble getting my kids have
vegetable in their meals which is good for them. This is because vegetable is not tasty
enough for kids.
https://www.youtube.com/watch?v=rNm-Ijfz_V8
P/S: As a busy woman, I have to ocasionally leave my kids under grandma’s attention.
However, she often satisfy their craving for sweets which is harmful to their teeth
https://www.youtube.com/watch?v=-C3aNrHlr2Y
HOW DEEP
YOU
PENETRATE
BELIEFS AND ATTITUDES
EMOTIONS AND SENSATIONS
3
5
Neptune: Parents often tell lie to you just to assure them that they are okay
which is contrary to the truth that they are not okay and they want you for Tet.
https://www.youtube.com/watch?v=1DKuuPHpvQQ
Cool-Air: When losing concentration, even the daily job of driving feel like the
most challenging one.
https://www.youtube.com/watch?v=JZKTXmnYiWM
Oppo: As a young man, I enjoy exploring new things, taking new journeys and
forget that the most precious moments are the ones I spend with my mom
https://www.youtube.com/watch?v=qsNKfk4xUwA
Coca-Cola 2nd Live: People are more willing to reuse the Coca-Cala bottes
as long as they find it useful and bringing them happiness.
https://www.youtube.com/watch?v=k_G_OnpQGL8
Sprite: As a youngster, I want to show my personality to the world and satisfy
my thirst for creation in my everything, even on my beverage tin.
https://www.youtube.com/watch?v=rcSuF5QLv2U
Yamaha Grande: Young women often see French ladies as the most elegant
and set them as the ideal self-image. They want a bike that make them feel
elegant like French ladies.
https://www.youtube.com/watch?v=08Dwxecs8PU
OMO siêu bot: Women believe that the more foam there are when washing
clothes, the easier it is to make the clothes clean
https://www.youtube.com/watch?v=LC5CtggQk-QHi t Ha instant noodle: People who are a fan of spicy food often see eating
them as a challenge and they enjoy taking such challenge
https://www.youtube.com/watch?v=Zm2ww5mtG1A
Viettel: Teenagers believe that their parents belong to a different generation
and thus cannot understand them. This why thy don’t let their parents have a
chance to change and get to understand them.
https://www.youtube.com/watch?v=mP9itmjZNGA
4
SOCIAL OR INDIVIDUAL SELF
HOW DEEP
YOU
PENETRATE
Insight is defined as penetrating
understanding that hooks the brand into the
CONSUMER NEEDS/WANTS
Besides, there are also other way to stratify
insights, based on different platforms and
definitions.
For example, based on how brands can satisfy
consumer needs and wants, we have:
Functional Insight
Emotional Insight
Inspirational Insight
Therefore, there is no perfect way to stratify insights. It depends on
your point of view
HOW TO DEFINE AN INSIGHT
DEFIND THE TARGET CONSUMER
• Define and choose the TC for the brand or product
INFORMATION COLLECTING
• Information about consumer’s behaviors and attitudes.
• Interview, talk with TC or others to explore.
UNDERSTANDING
• Understanding why TC do it? What is the driver, barrier?
INSIGHT
• How your business provide a break through solution for TC needs?
• Is it competitive and unique enough?
ACTION
• Bring it and link it to business
Males, 18-25
Urban Focus
BC
Healthy
conscious
• Doing exercise for
better heath.
• Desire a good body
shape
• Milk is nutrition drink
• Good body shape with sharp
muscle is signal of real men.
• They use the supplement
product for muscle build up
I do exercise to shape up
my body. Sometime, I use
supplement product, but
I’m afraid of side effect. I
wish I have a drink/milk
that can support for my
muscle in a safety way.
SOY-MEN – the
first specialized
milk for men.
DIG DEEP TO FOR THE UNDERLYING INSIGHTContinuously asking: Why they said that? Did that?
Why is it important to say/to do that? What does it mean? So
what? What Deep dive till find a hook for brand opportunities
Currently, I don’t
like to use hair
wax frequently
To me, caring
appearance too
much is considered
of lacking
masculinity
It takes too much
time. For some
occasion, it’s ok.
They also seek
for the good
appearance
They’re afraid of
judgment from the
others
OBSERVATION INSIGHT
INSIGHT FOR BRAND AND ADVERTISING IDEA
A good insight is based on FUNDAMENTAL TRUTH, CATEGORY SPECIFIC, DEEP EMOTIONAL DRIVERS, and PERSONAL. And it
also meet 3 criteria's: RELEVANCE, DIFFEREATION & ACTIONABILITY.
There are different types of insights. Based on the businePss objective, marketing objective in different contexts, situations, we
will have insight for brand positioning, communication, activation, innovation. And for different insights, we will have some
added criteria's to define a GOOD INSIGHT
BRAND CONSUMER
The promise (positioning) is based on the brand insight. The
brand insight must be defined for a LONG TERM problem to
create the brand advantage and sustainability in a long run.
With the brand promise, there are variety ways to deliver, to
tell the story to the consumer with a COMMUINCATION
INSIGHT. The communication insight is define for a SHORT
TERM problem in a specific context. Moreover, it must be
reflected with the brand and communication challenge.
BRAND IDEA
ADVERTISING IDEA
For men, drinking beer is a signal of masculinity and
charisma. The iconic Asia beer brand by using and
leveraging the power and creativity of the Tiger symbol.
For the youth, we’re all living in the burden pressures and
expectations from family, society and themselves also.
The CAGE is the powerful symbol UNCAGE campaign
Don’t live in the CAGE Tiger – Đánh thức bản lĩnh.
PROMISE
Tell the STORY
to consumer
CONSUMER INSIGHT IN
MARKETING PROCESS
SITUATIONAL ANALYSIS
To know who you are and what’s around you -
5Cs model: Consumer, Company, Competitors,
Collaborator, Context.
STP
• Segmentation (Segment the playground)
• Targeting (Choose your target consumer)
• Positioning (Create your promise)
MARKETING MIX
• Proposition (A small promise)
• Product (Make the brand’s promise in a
tangible form)
• Packaging (Make it attractive from the
outside)
• Price (How much consumer wil pay?)
• Place (Where do consumers can get accesss
to your product?)
• Promotion (Everything you do to encourage
consumer to do what you want them to do:
purchase, loyal, try... Including: advertising,
PR, Activation...)
IMPLEMENTATION
Execute activities
planned to meet the
objective of the
campaign)
CONTROL & EVALUATION
• Tracking (make sure executing
activities are fully executed)
• Evaluate (Evaluate the effiency of
every activities and the campaign)
• Improve (Gain experiences to
improve the on-going activities and
for the next campaign)
BRAND POSITIONING INSIGHT
TRADE MARKETING INSIGHT
BRAND COMMUNICATION
INSIGHT
ACTIVATION INSIGHT
BRAND INNOVATION INSIGHT
PORTFOLIO PLANNING INSIGHT
PACKAGING INSIGHT
BRAND POSITIONING INSIGHT
Insight: Among those long-existing drinks(soft
drink, fruit juice...), I want an extraordinary
natural taste drink that cheers my soul up so
that i can live my life to the fullest.
To WHOMVietnamese youngster, 15 – 25 y.o, social-active,
daring, bold.
Provide what NEEDAn extraordinary natural taste drink that cheers my
soul up.
DIFFERENTIATED by the mix of fermented milk and natural fruit juice
which has an extraordinary and natural taste.
REASON to believea product of Friesland Campina, modern
technology of natural milk fermented, natural
fruit juice.
Where brand create its promise to meet consumer’s
need/want/desire
BRAND COMMUNICATION INSIGHT
Insight: As a youngster, I treasure my young lifetime and want to my live my youth to the fullest but at some
moments I hesitate to do what I wants as when I looks back, I saw it was such a waste.
Yomost believes that youth is the most
beautiful time of a human, it’s when your
life is full of new challenges and new
opportunities.
Since there is no “PAUSE” button for youth,
Yomost encourages youngsters not to
hesitate and waste the current moments,
go for everything you want when you are
young to “TASTE EVERY MOMENT TO THE
FULLEST”
https://www.youtube.com/watch?v=rjNiEhMAQJY
Generating an idea and message that can make consumer response in the way we want them to
PACKAGING INSIGHT
Insight: I want to show my young spirit even in
the drink I hold and the way I drink as the
paper box is too old-fashioned and boring
In convenience stores, Yomost Jellyz is
displayed very lively with young and
attractive message at the counter, where
young consumer most likely to decide to
try the new product.
TRADE MARKETING INSIGHT
Insight: I live fast, dare to take challenges and
want to try new things.
Paper box Plastic bottle
Paper is boring and old-
fashioned
Plastic is more modern and
posher.
Cubic shape looks boring
and childish.
Curved bottle is cooler in
hand.
Drink with straw is
considered childish
Drink with head holds up
show youngness and
coolness.
Make the product so attractive, meet the need of
consumer and significantly increase the chance of
buying product of consumer
Affect directly to the purchasing decision of consumer at
the point of purchase, sometimes competitors wins over
others at this point
BRAND ACTIVATION INSIGHT
Insight: I want a way to send my love message to
my loved one but the paper card is for old
generation and kind of boring.
Nắm bắt tình yêu, vượt qua ngại
ngùng cùng YoLoveCụ thể hóa những việc mình
muốn làm cùng YoList
Insight: In my youth, I want to do so many
things I want but my busy life makes me forget
about all those things.
An mobile application that help you to
create your own digital card which can
give your love message to your loved
one in a very young and lively way.
An always-on digital platform(www.yotime.com.vn)
which urges Vietnamese youth to create their 'YoList',
a bucket list of things they want to experience - fueling
their drive to pursue them and live life to the fullest.https://www.youtube.com/watch?v=CCAZW8kjiwI
https://www.youtube.com/watch?v=31FyxJ8bdzk
Make the brand promise and the communication idea come to life for consumer to experience.
Insight: Experiencing new and extraordinary
things in my daily activities is a way for me to
live my life to the fullest
Beside original flavor like: Orange,
Strawberry, Yomost introduced very new
and different flavor like: Pomergranate
and Rasberry, Sea buckthorn and
Melon, Peach.
Insight: As a youngster, I want to try new things
and make me different from others.
BRAND INNOVATION INSIGHT PORTFOLIO PLANNING INSIGHT
The new Yomost Jellyz which has jelly beans beside the
original fermented milk and fruit juice that give you a whole new and extraordinary experiences.
https://www.youtube.com/watch?v=dEDKy1HVT8s
Create a portfolio which suit the insight of consumer and
ensure to deliver the promise of the brandExisting throughout the market process from Marketing mix
forward, Innovation insight can help