ASSIGNMENT ZERO

RECAP ELITE PROGRAM

Khánh Thy - Đức Hiệp - Hồng Phong

NEED WANT DESIRE

A NEED is a consumer's desire for a product's or service's specific benefit, whether that be functional or 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 obtain their goal.

Ex: Drink beer Heineken to show my level

I, BASIC DEFINITION Customer IS

Market Research Brand

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

III, 4 KEYS STEP FOR CONSUMER UNDERSTANDING

Information (about what people think and do)

Understanding (why humans do it)

Insights (gain understanding of 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 • Fundamental truth. • Category specific.

• Deep emotional drivers • Personal.

Customer IS Market

Research Brand

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

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 personality is, what his strength and weakness are... d. Third party projection A technique using the 3rd person (often the people not loyal to 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 imagination that brands as 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

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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

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Positioning

* Consumer: - Simplification of 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 competitive environment - Values development

Customer IS Market

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Positioning

: provide fashion sports equipment, bring inspiration to every athlete* in the world : capture the dream of being win myself and reach self-belief to 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

3. What is Brand Positioning? is the way brand is perceived within a given competitive set 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 RTB Provide what NEED

Customer IS Market

Research Brand

Positioning

4. BRAND KEY

KEY PRINCIPLES OF EXCELLENT BRAND KEY

BRAND KEY

is a tool to capture a brand’s future desired positioning and what we want to build.“

BRAND KEY PROVIDES 4 RULES:

- Direction - Focus - Consistency - Inspiration

- Focus - Strategic Intent - Saliency - Simple

RULES PRINCIPLES

Customer IS Market

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Positioning

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

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Positioning

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 extending is brand essence.

Apple Promises that:

Apple make it easier to use electronics, so that you will feel smarter and at the leading edge of technology, no matter who you are

Customer IS Market

Research Brand

Positioning

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 language that our target will get.

4. An Insight Finding that real human truth. Something that people may not know they’re thinking.

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”

- 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 creative idea that plays out in all

executions over a defined period of time and is objective led.

THE CAMPAIGN EXECUTIONS

These cover all of the communications activities that bring the Campaign Idea to life

BRAND COMMUNICATION IDEA

OPEN HAPPINESS

CAMPAIGN IDEA

HAPPY ID, HAPPY TRUCK…

IBC is a new way of developing brand

communication which 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

a. Preparation and Briefing The brief for the Campaign Idea is developed with the lead Brand Agency. b. Creative Development and Judgement of the Campaign Idea This is the critical stage when our agency partner generates the Campaign Idea. Client evaluate Campaign Idea through 5 elements: - Attention (Impact, enjoyment, involving) - Branding (Intrinsically branded at the core) - Communication (of the main point) - Delivery (delivers the message through the most appropriate touch-points) - Effectiveness (the combined ability of the creative to 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 child and

choose the distance where the child could

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

CLIENT BRIEF CONTAINS *Written by 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 minded key 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. Blind briefs – using fancy words, but impossible to deliver

9. Warehouse briefs – the brief could be for any brand Customer IS Market

Research Brand Com

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

DEFINE INNOVATION:

BRAND INNOVATION is the successful exploitation of new ideas, it refers to both radical and incremental changes to products, processes or services, and like most business functions, is a management process that requires specific tools, rules, and discipline.” DIFFERENT BETWEEN INNOVATION & CREATIVITY - Creativity is the business of generating ideas. - Innovation is the business of making them happen to meet business needs.

Why need BRAND INNOVATION? - 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

BRAND

INNOVATION

1. INNOVATION TYPES

• Refresh – Keep existing benefits but refresh the offer

• Compete – Add new benefits to existing offers

• Break-through – New-offer/ New benefits

2. INNOVATION PRINCIPLES - Fit the Brand Strategy - Help address the Innovation Direction - Fit within the pre-defined brand boundaries

Customer IS Market

Research Brand

Innovation

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 application that 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 attributes of detergent OMO changed their packaging to meet customers’ need. 6. PRICING INNOVATION: Reasoning for the current position and market Ex: Big C offer very competitive & cheap price

BRAND INNOVATION MIX

EXAMPLES

Customer IS Market

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Innovation

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

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

BRAND ACTIVATION

1. Why need Brand Activation? “Advertising is about communicating

promises”.

However, Consumers:

-be covered by 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: Nivea Sun 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

Activation Platform

Preliminary Channels

Activation Ideas

Exploitation

Customer IS Market

Research Brand

Activation

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 Activation Platform

- OPPO: Music Festival

- 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

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 Approach

Customer IS Market

Research Brand

Activation

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 Experience for consumers

that reflects the essence of 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