Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
UFLL 2019 _ BBO _ Seventh Generation _ Lâm Tiên KhảiKhải Tiên
@NgocPhuoc @NgocTran @Tien Khai prepared this deck. I leanred that 3C in creating big idea is needed to create consistency and problemsolver. Otherwise, it is just a nonsense propoganda
Young Marketers Elite 8 - Assignment 2 - Thành Đạt, Hà Linh, Nguyệt Hà, Chươn...Nguyet Ha
This document introduces 4 superhero insurance brands called INSURAVENGERS. Manulife is presented as the hero who has the power of forecasting the future. His target audience is ambitious adults who set goals. Manulife's positioning is as the insurance that helps achieve goals more easily by planning for the future. His brand idea is FUTURE PLANNER. Manulife's brand promise is to provide a stable future and encourage moving ahead despite challenges. Communication ideas focus on achieving goals and moving forward. Manulife's product uses future prediction to cover risks and help reach goals, and has an app to encourage daily activities to achieve big goals.
Young Marketers Graduation - Lavifood - Nhóm 2Giang Nguyễn
The document proposes an executive strategy for Lavifood's WE Juice brand. It identifies the juice category as an opportunity for growth. The strategy is to position WE Juice as a healthy juice with outstanding vibrant tastes of ripe fruits that can transition consumers from unhealthy soft drinks to juice. The target audience is health conscious Millennial and Gen Z in urban areas who see healthy lifestyles as boring but want dynamic experiences. The brand proposition is to fuel vibrant healthy lifestyles with the vibrant flavors of ripe fruits captured through optimal farm-to-bottle processing. The marketing plan involves communicating and activating around the themes of vibrant tastes and vibrant lifestyles.
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Young Marketers Elite 7 - Assignment 2.1 - Phương Anh - Minh Huy - Ngọc Nhơn ...XuanAnMai1
1) The document discusses insights related to marketing strategies for various brands and products in Vietnam.
2) It identifies consumer insights such as young people wanting a beer that can be enjoyed across occasions, and the importance of connecting with neighbors during Tet.
3) The summaries propose marketing messages and campaigns centered around these insights, such as promoting Heineken Silver as a beer that is "light but bold" and can be enjoyed in many situations, and a Coca-Cola campaign emphasizing connecting with neighbors during Tet.
Young Marketers 8 Final Round - DatingExpertsUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
The document outlines a marketing campaign by Bloomer to address quarter-life crises among Vietnamese youth aged 16-25. The campaign will use challenges completed with celebrity companions on the Bloomer app to motivate and prepare youth as they step out of their comfort zones. It provides campaign objectives, target demographics, messaging, tactics and expected key performance indicators over three phases from July to September. The goal is to increase awareness, engagement, downloads and in-app purchases for the Bloomer app by offering solutions and social support for quarter-life crises.
Cao Nha Dinh - Young Marketer Contest 9ssuserf08d02
The document discusses VSmart's marketing strategy for its new Aris Pro smartphone in Vietnam. It summarizes that the mobile market is dominated by big players and most searches are brand-led. VSmart needs its brand to stand out to compete. The strategy targets Vietnamese millennials aged 25-34 who are looking to upgrade their phones. It aims to inspire them to "step out" of familiar routines and "step up" to new ways of achieving success. The campaign will feature influencers' stories of taking "out and up" steps and promote the Aris Pro's features as enabling this. It will use provocative ads, videos, and a social challenge to trigger consideration and trials over multiple phases of re-launch,
The document provides information on different levels of consumer insights and how insights can be used in the marketing process. It discusses:
- Common, functional, emotional, and inspirational levels of insights based on Maslow's hierarchy of needs.
- Six angles to view insights: common things, hobbies/problems, beliefs, emotions, social identity, and philosophy.
- The marketing process and how insights can be used for discovery, strategy, marketing mix, and implementation/control. Insights help identify unmet needs, direct brand positioning and communication, and ensure consistency.
- Examples of how consumer packaged goods brands like OMO and Vinacafe have leveraged insights for new products, positioning,
Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh...Chris Viet Linh
1. The document discusses consumer insights for different brands and product categories in Vietnam.
2. It provides insights on the specialized personal care market for men, premium beer drinkers, Vietnamese neighborhood culture, life insurance, and travel.
3. Examples of insights include that male consumers were not differentiating personal care products, premium beer drinkers wanting trendy easy-drinking options instead of traditional heavy beers, and the importance of family and returning home for holidays in Vietnamese culture.
The document proposes a campaign to raise awareness of tuong (Vietnamese theater) among young people and preserve this traditional art form. It involves creating an interactive "Saving Vietnam" platform and app to track time spent watching tuong performances and complete daily challenges. Users would earn points (V-coins) to receive prizes from partner brands. The campaign would use digital ads, VR experiences at cafes, and influencer marketing to engage young audiences and make tuong culturally relevant to them again. The goal is to have at least 2 million young people aware of the campaign and 20% showing interest in learning more about tuong.
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
- Gillette is the market leader in shaving in Vietnam but is looking to increase profits by 20% ($0.8 million) in the upcoming year.
- Three potential sources of growth are considered: recruiting new users, increasing usage frequency, and providing more benefits.
- Providing more benefits through "uptrading" low-tier users to higher-tier products is identified as the most suitable strategy.
- Specifically, the document recommends upgrading users of low-price disposables and double-edge razors to the Gillette Blue 3 disposable razor through a marketing campaign highlighting its smooth shave and ability to completely clean the hairline in one slide.
The document discusses brand positioning strategies for insurance and food delivery categories. It analyzes key category drivers and how brands tap into them with their products and supplemental features. The brands' positioning, promises, ideas and communication strategies are defined. It is noted that differentiation and coherence between positioning and communication is important for brands.
Young Marketers Graduation - Lavifood - Nhóm 1Giang Nguyễn
LaviFood plans to launch a fruit juice and dried fruits business in Vietnam with the goals of reaching 300 billion VND in revenue in the first year, 500 billion VND in the second year, and 1,000 billion VND in the third year. The document discusses focusing on the fruit juice category, analyzing competitors in the 100% fruit juice and juice drink segments, and outlining plans for brand positioning, product concepts, packaging, pricing, and distribution channels to establish LaviFood as a leader in the premium fruit juice market.
Young Marketers Elite 3 - Assignment zero - Đình Giang + Phúc Hậu + Văn HiểnGiang Nguyễn
This document discusses brand positioning and communication. It begins by defining consumer insight, market research, and brand positioning. It then provides examples of how to develop a brand key and formulate an effective brand positioning statement. The document also discusses various methods for generating brand communication ideas, such as leveraging common interests or insights. It emphasizes that integrated brand communication should be focused on a single idea, utilize multiple touchpoints, and exploit ideas across appropriate channels to meet objectives.
Young Marketers 10 - Final Report - Nguyễn Văn TuyềnPhong Lê
(*) Đây là chiến dịch thử nghiệm từ ý tưởng của các thí sinh vòng chung kết tại cuộc thi Young Marketers mùa 10 với sự bảo trợ chuyên môn từ đường dây nóng Ngày Mai và Dentsu Redder.
Young Marketers - Building future purposeful marketing leaders since 2013
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Đồng hành với Young Marketers mùa thứ 10 là đối tác từ 2013 Brands Vietnam và Dentsu Redder, cùng với đối tác truyền thông Advertising Vietnam từ 2018.
Young Marketers Graduation - Canifa Repositioning - Nhóm 4Giang Nguyễn
Canifa is a well-established Vietnamese clothing brand seeking to expand its market share. It currently dominates the family fashion segment in northern Vietnam but sees opportunities to grow in the south and among new target groups. The document analyzes Canifa's brand positioning and competitive environment. It identifies mature families and young mothers as primary targets and proposes a new brand idea of "Comfort in Vietnamese Ways" to highlight high-quality, locally-sourced materials and designs inspired by Vietnamese culture. This is intended to differentiate Canifa in the casual wear market and strengthen its positioning as the top choice for comfortable, Vietnamese-style family fashion.
Young Marketers Elite-3-Assignment-11.1-Đức Hiệp-Thanh An-Khánh ThyKhanh Nguyên
The document discusses key concepts for brand communication and advertising, including brand insight, communication insight, and advertising insight. It provides examples of each type of insight and how they relate to and build upon each other to form the brand big idea, communication big idea, and advertising big idea. The document also discusses the process of developing a campaign or advertising big idea, including understanding the market, brand situation, consumer insights, and objectives to arrive at the propositioning, communication big idea, and evaluation.
Young marketers elite 3 assignment 10.1 - Nhật Minh - Tường Vy - Thanh ThùyChinsu Vuong
The document discusses brand communication and provides examples. It defines brand communication as all the ways a brand interacts with current and potential consumers that influence how they think of the brand. Examples of interactions include advertising, sponsorships, and point-of-purchase materials. A good creative brief is described as guiding the creative agency and reflecting the brand's characteristics to align with its objectives. The Knorr Tet 2016 campaign is summarized as using the message "With mother is with Tet" to build brand love and sales during an important holiday.
Young Marketers Elite 3 Assignment 10.1 - Đình Giang-Ngọc Khánh-Khánh ThyKhanh Nguyên
The document discusses integrated brand communication, outlining key elements like having a single brand communication idea that is executed consistently across channels to meet objectives. It provides examples of how to structure an effective brand brief, including focusing on the target consumer, key message, and approved channels. The document also examines what makes for great creative ideas, such as ones based on insights that attract attention and are intrinsically branded to the core concept.
This document discusses brand communication strategies. It defines a brand big idea as an expression of customer needs and wants that conveys a brand's purpose. A brand communication idea translates this big idea into language for customers. An advertising idea is a single-minded creative concept used across marketing executions.
It provides examples of brands with big ideas like "Where families share magic" and communication ideas like "Ignite the tiger inside." The document outlines Tiger beer's brand positioning and Asian target audience. Its brand big idea is to make customers "boldly Asian." Its advertising campaign "Tiger Uncage" uses TV ads and events to show millennials bursting free of expectations.
Young Marketers Elite 3_Assignment 14_Brand Communication Part 5honvongphu
Nhóm cho assignment 14.1 nhé:
Nhóm 1: Phuc Hau + Dinh Giang + Thien Van + Van Hien
Nhóm 2: Ngoc Khanh + Nhat Minh + Ky Vy + Thanh Vy
Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
Nhóm 4: Truong Liem + Ai Lam + Minh Thong + Khanh Thy + Hong Phong
Tuần này Elite program dành tặng 2 suất dự thính cho các young marketer hoàn tất phần assignment như bên dưới trong 3 slide nội dung PDF gửi về contact@youngmarketers.vn trước 22:00 thứ 5, ngày 12/5:
1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
3 - Các tiêu chí để đánh giá Advertising Big Idea? Cho ví dụ (25%).
Media Moments is a public relations company that believes in strategic communications to build brand identities. It provides services such as corporate communications, media relations, event management, social media marketing and digital PR. The company has offices across India and works with clients in various industries such as fashion, retail, travel and banking. It aims to understand clients' business needs and conceptualize creative PR strategies to help achieve their objectives. Case studies highlight how Media Moments has successfully positioned and strengthened brands like Esprit, Myntra, Van Heusen and Angel Prime through innovative PR campaigns.
Positioning - Quang Huy, Hieu An, Minh Trang, Quang Minh, Hoang YenQuang Huy Vo
The document provides templates and guidelines for developing brand positioning statements. It includes definitions and explanations of key elements of a positioning statement such as the brand's target consumer, competitive environment, insights, benefits, values, essence, and reason to believe. Sample positioning statements are also provided for several brands as examples.
Young Marketers Elite Assignment 1.1 - Đình Giang, Tường Vy, Kỳ VỹVỹ Đỗ
The document discusses various topics related to marketing including definitions of marketing, the evolution of products to brands, brand building, and common types of branding. It provides multiple definitions of marketing focusing on the process of planning and executing the conception, pricing, promotion, and distribution of goods and services. It also discusses how products meet consumer needs but brands form emotional connections with consumers. Brand building involves developing trust, recognition and a positive image. Common types of branding include corporate, co-branding and line extension branding.
1. The document discusses traditional and non-traditional marketing, comparing push strategies focused on immediate sales to modern approaches that consider customer needs and build long-term relationships.
2. It outlines the evolution of marketing from a production focus to a customer focus, and describes traditional methods like brochures versus modern approaches like social media, cause marketing, and product placements.
3. Examples are given of innovative Indian marketing campaigns using techniques like celebrity endorsements, social media promotions, and product placements in films and television shows.
Traditional marketing focuses on short-term sales through push strategies like brochures and ads on clothing, while non-traditional marketing takes a long-term, customer-oriented approach through pull strategies like tailored products and after-sales service. Modern marketing methods include relationship marketing to build loyalty, integrated marketing communications to coordinate multiple channels, and emotional branding to appeal to customer feelings. These innovative approaches aim to better engage customers compared to traditional leaflets and brochures alone.
Traditional vs non traditional marketingreachrubi27
Traditional marketing focuses on short-term sales through push strategies like brochures and ads on clothing, while non-traditional marketing takes a long-term, customer-oriented approach through pull strategies like tailoring products to customer needs. Modern marketing methods like emotional branding, social media marketing, and cause marketing aim to build deeper relationships with customers and appeal to their emotions rather than just selling products. These innovative approaches help with customer attraction and retention more than traditional leaflets and brochures alone.
Young Marketers Elite 3 - Assignment 10.1 - Minh Thông / Đức Hiệp / Thanh AnChu Minh Thông
The creative brief provides guidance for the creative team to develop work that aligns with both the client's objectives and target consumers. It should include key elements such as the background, problem/challenge, objectives, target consumer profile and insights, desired consumer response, and brand positioning. The brief translates the client's business needs into a concise yet inspiring direction for creatives to generate solutions. It aims to define the problem space enough to guide solutions while allowing creative freedom.
Young marketers elite 2 brand communication agency side 12.1 - huong giang ...timo12yahoocom
This document provides a campaign brief for a toothpaste brand called Close Up. The objectives are to increase brand positioning and loyalty among young consumers aged 18-25. The insight is that kissing is a meaningful way to show love but has become boring lacking innovation. The proposed brand positioning is "Give people the confidence in every ‘up close and personal’ situations." The communication idea is that "Youngsters need an intimate way to show their love with partner." The brief outlines a Valentine's Day campaign from January to March 2015 with the goals of 30% awareness among targets and 100 couple participants. The budget is 1 billion VND.
The future of content is rooted in the past TheJoyfulWeb
Learn the value of authenticity, going back to the roots of marketing and harnessing the power of storytelling. Discover how to have conversations with your audiences that matter and how to use this interaction to better hone your communication strategy. Technology has changed the way audiences interact with content as they increasingly become the star of their own show. This workshop will show you how to ride the wave and avoid getting drowned out in a sea of ineffective content.
The document provides details on a proposed digital marketing strategy for the Fami brand. It begins with an analysis of the brand's current situation and opportunities to own the topic of Vietnamese Family Day. The objectives are to increase brand advocacy, emotional connection to family bonding, frequency for current shoppers, and revenue. The strategy proposes that Fami differentiate itself by having customers define what "home" means to them through an interactive online platform and viral video content. Key tactics include a music video with brand ambassadors, a microsite for users to post definitions, and influencer videos to support the message that Fami nourishes family bonding moments.
The document outlines a methodology for defining a brand's heart, which consists of its promise, values, and character. It discusses discovering a brand's essence through analyzing customer insights, functional benefits, and emotional rewards. The strategy stage involves articulating the brand promise, values, and character based on these discoveries. Finally, the shape stage develops ideas to bring the brand to life and make its heart visible to audiences. The presentation proposes applying this process to define a regional brand heart for Strauss by conducting market research, workshops, and developing a brand heart concept over 12-14 weeks.
Small Business Boot Camp with Jim Joseph at VocusCision
In 25 years as a marketing and branding expert, Jim has created brand experiences for Kellogg’s, Kraft, Ikea, Cadillac, Clean & Clear, American Express, Walmart and more. He teaches intensive marketing classes at New York University and his second book, The Experience Effect for Small Businesses, is in stores now.
Take a look at the Small Business Bootcamp he did with Vocus - you'll learn a ton, including:
-Create DIY ‘brand experiences’ that keep customers coming back
-Research techniques to help your brand connect with customers better
-Out-brand your rivals with some easy competitive analysis
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Young Marketers 8 - Elite assignment 1.1 - Team-1
1. Different stages of Marketing Process - Different levels of Consumer Insight
The act of designing the brand’s offering
and image to occupy a distinctive place in
the mind of the target market.
The concept that sits at the heart of the
business.
Brand idea = Brand philosophy + Brand
essence + Brand values
The big concept for communication,
coming from Brand essence. It’s what
consumers will remember about the brand.
Each stage requires a deeper, more specific version of Consumer Insight
Brand
positioning
Brand Idea
Brand
Communication
Idea
Definition
Product
development
STP
Brand
strategy
development
Brand
communication
strategy
development
Brand
communication &
activation
3. Brand Idea
• Brand Philosophy
• Brand Values
• Brand Essence
Consumer insight in Brand Idea:
The consumer’s desire & problem
that has high sustainability and can
be solved by all means of the brand.
Marketing objectives
Brand Idea
Consumer Insight in Use of
Consumer
Insight
• Deep dive in consumer’s
mind to differentiate the
brand
• Create brand meaning that
aligns with product’s feature
Market understanding
Unique Brand Offer (UBO)
4. Brand
communication
idea
Consumer Insight in Brand
Communication Idea: A deep
understanding of a person, that he/she:
- Wants to hide
- Doesn’t want to admit
- Doesn’t recognize it
And can be solved by a specific mean of
the brand in a specific period of time.
Communication
objectives
Brand Communication Idea
Consumer Insight in
Use of
Consumer
Insight
• Urge consumer to take a
specific action.
• Set out the right goal - a
new way of thinking and
acting of consumers
Unique Brand Offer (UBO)
5. • Context: In 2013, PNJ was the
leader of Vietnamese jewelry
market
• Business objectives: maintain the
Market leader position.
• Market insight: Jewelry back then
was still simply designed. They
were all looked the same.
• Consumer insight: As living
standard evolved, women were
looking for more sophisticated
jewelry.
→ Brand positioning: The brand that
brings sophisticatedly, well designed
jewelry for women.
Source
Consumer Insight in
Brand Positioning
PNJ
6. Consumer Insight in
Brand Idea
PNJ
Marketing objectives: recruit more female customers & increase brand love.
Brand Idea
NIỀM TIN & PHONG CÁCH
The jewelry brand that brings emotional values to women:
Trust in love & themselves, Style in the way they wear jewelry.
Consumer Insight
Jewelry ‘s value is defined
by both monetary value &
emotional value. However,
in Vietnam, jewelry used to
be coveted for its monetary
value instead of the
emotional value.
UBO
PNJ brings women not only
authentic fine jewelry, but
also upgrade their
confidence & style with
sophisticated design.
7. Communication objectives: make everyone realize women’s precious
values, and showcase PNJ’s jewelry as a way to treasure them.
Brand Communication Idea
TÔN VINH GIÁ TRỊ ĐÍCH THỰC
PNJ’s craftsmanship process is inspired by modern
Vietnamese woman and their attitudes.
Consumer Insight in
Brand Communication Idea
PNJ
Consumer Insight
Vietnamese women are
precious, they have
exceptional beauty from
the soul & attitudes.
However, many men take
women’s precious values
for granted.
UBO
PNJ’s jewelry was created by
excellent craftsmanship.
They have the same beauty
as women and is the worthy
gift to treasure women.
8. • Context: In 2014, the coffee shop industry was
leaded by the foreign franchise companies with
the price range from 30.000-40.000VND from
50.000-60.000VND.
• Business objectives: Expanding 20 coffee shops
in the next one year.
• Market insight: The price ranged from 30.000-
40.000VND has not offer the suitable space while
the price ranged from 50.000-60.000VND is too
high for the youth.
• Consumer insight: More than a cup of coffee, a
real connection is what young people seek for in
the coffee shop. However, they are struggling to
find a suitably experienced connection space with
an affordable price.
→ Brand positioning: An open space for nurturing
deep connection with an affordable price
Consumer Insight in
Brand Positioning
THE COFFEE HOUSE
9. Brand Idea
Marketing objectives: Create a friendly, cosy & delighted
perception on the brand.
Brand Idea
DELIVERY HAPPINESS
The Coffee House brings customers small delighted moments,
making them better everyday and keep sharing happiness.
Consumer Insight
Delighted moments are
what young people seek for
when they go coffee.
UBO
With the human-centric culture,
The Coffee House offers for
customer every little thoughtful
and caring service
Consumer Insight in
THE COFFEE HOUSE
10. Consumer Insight in
Brand Communication Idea
THE COFFEE HOUSE
Communication objectives: create a “cozy as home”
feeling for The Coffee House (Increase brand awareness)
Brand Communication Idea
THE COFFEE HOME
Whenever you come to The Coffee House, you can always find
joy and intimate sharing with others like home
Consumer Insight
Home is always the
happiest place for the
youngsters to express their
true emotion
UBO
The Coffee House provides
customers with the most
comfortable space and good
drink, bringing real
moments of comfort.
11. • Context: In 2018, Vietnam car
industry didn’t have any domestic
brand.
• Business objective: Bringing
Vinfast cars to the top of the best-
selling brands in Vietnam
• Market insight: Very few high-end
and luxury foreign cars are suitable
for Vietnamese people.
• Consumer insight: Owning a car is
the Vietnamese dream, but they
always consider to save as much
money as possible.
→ Brand positioning: World-class
Vietnamese car
Consumer Insight in
Brand Positioning
VINFAST
12. Consumer Insight in
Brand Idea
VINFAST
Marketing objectives: Encourage Vietnamese pioneers to
use Vinfast & increase brand love.
Brand Idea
DẪN LỐI TIÊN PHONG
Consumer Insight
Vietnamese people want high
quality products at reasonable
prices but do not really trust
Vietnamese brands
UBO
In addition to high quality
and reasonable price, Vinfast
is a product that shows the
pioneer spirit of Vietnamese
people
Vinfast is inspired by the pioneering, daring to
overcome the challenges of the Vietnamese.
And Vinfast want to inspire Vietnamese to give
Vietnamese cars a chance
13. Product: Vinfast President
Target: Middle-aged men, who have high social
status and positions.
Communication objectives: Increase brand
awareness and brand attributes in a luxurious car
Brand Communication Idea
DẤU ẤN NGƯỜI DẪN ĐẦU
Vinfast President helps the boss relax during the move,
while demonstrating the high-class of the owner
Consumer Insight
For a boss, a car is the
way to show off his class
and his pioneering
UBO
Vinfast President with
luxurious exterior, interior,
powerful engines and
convenient functions are
suitable for busy bosses.
Brand Communication Idea
VINFAST
Consumer Insight in
14. Consumer Insight comparison
Consumer
Insight in
Brand Positioning Brand Idea Brand Communication Idea
What is it?
Simply an unmet need,
unsolved problem in a specific
market.
The consumer’s desire &
problem that has high
sustainability and can be solved
by all means of the brand.
A deep understanding of
consumer’s desire & problem in a
more specific context, that he/she:
- Wants to hide
- Doesn’t want to admit
- Doesn’t recognize it
And can be solved by a specific
mean of the brand.
For what?
- Target new market
- Sharper/better positioning
- Repositioning
- Extend brand positioning
- Deep dive in consumer’s mind
to differentiate the brand
- Create brand meaning that
aligns with product’s feature
- Urge consumer to take a specific
action.
- Set out the right goal - a new way
of thinking and acting of consumers
Depth General Deep Deep
Sustainability Long-term Long-term Short-term
15. Thanks!
Team 1 – Assignment 1.1
Vu Nguyen Mai Linh
Tran Thi Phuong Tram
Le Ngoc Quynh Chi
Do Tan Phat