Ái Trang

Elite Assignment 1.2

Bảo Như Minh Quang Bảo Minh

5 ways of connecting with customers

FUCNTIONAL EMOTIONAL

DRIVERS – 2 WAYS

Value VALUE FOR MONEY

Usefulness SUPERIOR QUAITY

Significance PERSONAL VITALITY Meaning

ASPIRATION

Substance SUSTAINABILITY

The ways BRAND stick to its promise, communicate & connect consistently with consumers

The ways CONSUMERS perceive about the brand & also strong reasons to base on

when making decision to buy product

PART 1 – EXAMPLE 5 WAYS

VALUE

VALUE = VALUE FOR MONEY = LOWER PRICE, EQUIVALENT QUALITY

• Vietnamese always think that “Higher price, better quality” (Tiền nào của nấy). Therefore, they are easily impressed by which brand who can overcome this prejudice.

• Apparently, this is the challenge for brand to manage itself, how to reduce cost and improve their image in consumers’ mind. As a marketer, we should know what is “must-to-have” and “nice-to-have”, so that we can cut cost properly.

• Consumers are smart in their choice. • They always seek for products/ services which are

cheaper but same quality. • They want to get the feeling that with each and every

cent they pay, they could get more than its price. • Especially, Vietnamese citizen have lower average

income than ones in neighbor countries, but we still are asked to pay more for the same need.

(For example, basically, fuel and electricity are charged higher in Vietnam. This leads to increase COGs of every product/ service)

In Vietnam, segment “mainstream” and “low-tier” is still worth exploring. Vietnamese long for same/ better quality with lower price.

WHY?

EXAMPLE CASE

TARGET CONSUMER: - Female, from 15 – 25 - They have low income and

tight budget for cosmetics - Like elegant and simple

makeup for everyday look. And focus on lips.

• Price: Really competitive: from 50.000 to 90.000 for a product, which can be used in

6 months So target consumer only pay 10.000/ per month for lip cosmetics. This is really fit with target consumer budget.

• Product: Contains good ingredients and have strong RTB (Avocado extract to hydrate

lips, Morocano Oil and Hyaluronic Acid for smoother lips…) LipIce still have the same ingredients as other premium brand.

Full portfolio: balm, tinted balm, sheer, sleeping mask Keep updated with lastest trend to have product innovation.

• Packaging: Learn from famous brand in the world and improvement based on that. Simple outer package to reduce product cost.

• Promotion: Mood & tone: Teen, joyful, colorful, positive Ambassador: Quynh Anh Shin, Phuong Titi, Hariwon (They well reflect the tone

of brand and have wide impact to target consumers.)

LIP ICE

LipIce Other brand offer the same quality

2015 – Sleeping mask

• 87.000 VND • With Moroca

Oil, vitamin E and Super HA

• (Laneige) 350.000 VND

• With Berry Mix Complex, vitamin C

2016 – Organic balm as

an egg

• 70.000 VND • With Olive Oil.

Vitamin E, juicy flavor

• (Eos) 180.000 VND • With Sheer butter.

Vitamin E, jojoba oil

2014 – Tinted lip balm

• 60.000 VND • With Sheer

Butter, Vitamin E – C - A

• (Dior) 350.000 VND • With mango butter,

loofah extract

SUBSTANCE

Talk about SUSTAINABILITY • FACT:

The future is about brands having a positive impact in the lives of people. The right message today is about “brand substance” (www.businessdailyafrica.com)

Many businesses are struggling to connect their sustainability efforts to what their brands stand for.

http://givenlondon.com/wayfinder/

• Providing substance means building brands that create positive change: for INDIVIDUALS, for their COMMUNITIES, for THE WORLD at large

One way is to make POSITIVE PURPOSE A CORE PART of their marketing

WHY?

Social and environmental concerns can result in changes in consumer behavior.

(A study from Carbon Trust- a UK consultancy)

75% of consumers would be more likely to buy a product or service if the company is making an effort to be sustainable.

(Inside Energy market research, Solar City)

“Unilever has, from its origins, been a purpose-driven company. Today our purpose is to make sustainable living commonplace. We believe that this is the best way to ensure long-term growth”

EXAMPLE CASE

2007 Comfort launched “Comfort đậm đặc 1 lần xả” leader in the market stand-out in the fabric conditioner industry

BRAND INNOVATIONS BENEFITS • save fragrance • cut down washing bubble

• Keep the clothes smell good for a long time • Save washing time & SAVE WATER

TARGET CONSUMERS: Family women • 23 - 45 • Busy with lots of scope everyday (at home & at work) • Always want the best care for her family • Emotional

1999 Comfort first introduced Fabric Conditioner to Vietnamese consumers

With this RELEVANT function, Comfort can develop campaigns that aim for positive change in VN society (Context: Lack of clean water)

2013 20.3.2013 Fund announcement: “Tiết kiệm 1 tỉ m3 nước sạch cho Việt Nam”

Objectives: • “Small actions, Big difference” • Reduce ½ water consumption from using Unilever’s product before 2020 • Change consumer’s washing behavior to save more water

Facts: 1 bottle of Comfort 1 lan xa can save average 520 litre water save up to 14.400litre/year

- “One day without water” clip making contest - Celebrate World Water Day 22.3.2013 at Cần Thơ city

2014 - 2015 “Water Ambassadors”: honor organizations/individuals that had positive contribution to save VN water source

“Water Summer” contest: enable millenials’s creativity to create actionable project to spead out “save clean water” message to communities. Winning projects will be sponsored to make it happen in real life (occasion: Mùa hè xanh)

2016 “Sẻ chia nước sạch, sẻ chia khó khăn” campaign to help drought victims at the middle of Tay Nguyen • Buy 1 Comfort bottle contribute 1 litre clean water • Share Tuoi Tre fanpage contribute 2m3

RESULTS • 10/2015: 16.000 litre clean water was sent to 300 families (Thanh Hóa); • 160 water purifiers, 510 water tanks were brought to the rural areas • 6/2016: Comfort brought clean water to Kontum, Ninh Thuận, Bến Tre, Tiền Giang, Bạc Liêu, Kiên

Giang • 283.832 commitments to be Water Ambassador & promises to save water on www.1tym3nuoc.vn

Consumers perceive Comfort as a brand with positive core & positive aim for a better life. They choose to buy Comfort not just because of the product but because they feel involve & connect the GOOD PURPOSE go along with the product. That’s the way Comfort engage with the world positively – that’s “SUBSTANCE WAY”

Comfort’s consistent journey aim for solutions to save clean water & reduce water use. Comfort has become a real Water Ambassador that create a big POSITIVE CHANGE for the communities, especially 2016, VN was suffering the worst drought in nearly a century. Comfort is providing SUBSTANCE beyond their product (and it is so relevant with Comfort 1 lan xa’s function)

SIGNIFICANCE

Significance depends on the levels of personally relevant meaning associated with the brand

(Kates & Goh, 2003) Brands of significance to the consumer are likely to have a central role in the life of consumer

(Muniz Jr, 1997)

Talk about PERSONAL VITALITY

SIGNIFICANCE (from CONSUMER SIDE)

SIGNIFICANCE (from BRAND SIDE)

Consumers prioritize to buy the brands that play the significance role in their lives. These brands are used frequently everyday & help consumers solve the most important problems in consumer’s lives.

Significance means offering the WORTHY SOLUTION that plays a CENTRAL ROLE in everyday life of consumer familiarly & irreplaceably

Consumers get the emotional benefits as the after effect of the functional benefits. They must both go together.

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.

Yomost PROVIDES an extraordinary natural taste drink that cheers their soul up STRENGTH • the mix of fermented milk and natural fruit juice which has

an extraordinary and natural taste • a product of Friesland Campina, modern technology of

natural milk fermented, natural fruit juice

Yomost believes that youth is the most beautiful of human life. It’s when your life is full of new challenge, adventure. Yomost ENCOURAGES youngsters not to hestiate and waste the current moments, go for everything you want when you are young.

YOMOST SOLVE ONE OF THE MOST IMPORTANT PROBLEM OF YOUNG CONSUMER: both functional & emotional issues. Yomost has built a connection to youngsters’s life & fulfilled their needs

EXAMPLE CASE TARGET CONSUMER: Vietnamese youngster, 15 - 25 y.o, social-active, daring, bold.

FUNCTIONAL BENEFITS EMOTIONAL BENEFITS

INSIGHT As a youngster, I treasure my young lifetime and want my youth to the FULLEST but at some moments I hestiate to do what I wants as I look back, I saw it was such a waste.

PRODUCT: PACKAGING Make the product so attractive, meet the need of consumer and significantly increase the chance of buying product of consumer Consumer want to show their young spirit even in the drink I hold and the way I drink as the paper box is too old-fashioned and boring

POP 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.

Năm băt tình yêu, vuơt qua ngai ngùng cùng YoLove

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.

HOW IT WORKS?

activation

Yomost is step by step become a familiar drink, just like a joyful & interesting friend always beside youngsters. Drinking Yomost boost youngsters mood up among daily life pressure with its taste & its innovation (jelly) (functional). Choosing Yomost also means choosing to live every youth moment (emotional).

MEANING

Consumers look for products & brands whose meaning correspond to the person they are or want to become.

Grant McCracken, a consumer anthropologist

Wearing Nike (influenced by Michael Jordan) represents a person who is spirited, stylish, determined & into fitness

Social scientists examined that people use goods & possessions not only to satisfy functional needs but to provide meaning to their lives.

Building Strong Brands book

MEANING (from CONSUMER SIDE)

MEANING (from BRAND SIDE)

Meaning is like a story behind a brand. Brand create a consistent story to tell the consumers through their product . That story will touch consumer’s “meaning point” & drive them to buy the product.

MEANING is about ASPIRATION – telling inspiring stories to enable consumers to create their truly aspirational selves & become who they aspire to be rather than their curent image.

EXAMPLE CASE

2013 - 2016 • ROMANO STORY: a singe-minded story about a Western modern elegant

men that has a high social class. He is very confident & mature. He owns every games in life. He is the only one taking control of his work & his life

He is the best of both worlds: CARRER LIFE PARTY LIFE with DATING LIFE

• Western men with suit? The brand name Romano comes from Rome city (Italy). “Research shows that Italian men is highly rated about elegant, mature & strong look. We choose to build an Italian men style for Romano image.” (Romano VN Manager)

• Packaging: rectangle form grey & dark green Show a strong but still elegant look

Inspire young men to become a “king” men – a successful men that have the power to take control of his own life including a lot of scopes such as businesses, parties & girls but still keep his elegance & gallant

2015 Romano launched the new Romano VIP for premium segmentation “Dinner in the sky” with KOLs Kim Ly & Mai Phuong Thuy

Romano is step by step leverage its story. From an ordinary business man, Romano took it to another level: high class men. The game Romano create is bigger. Romano continued to make VN men aspire to be a Romano men - a men that will accept all the challenge & take control of it.

2016 Romano lauched “Lam chu cuoc choi” campaign. The clip on Youtube has reached over 2.5mil views. Romano create a chanel so that VN men can challenge each other to prove their control of the game.

Romano with the spirit of “Owning the game” has given men a strong story, a portrait of a powerful but elegant men who can control both worlds. Romano is using the symbol “Play button” (means kicking off the game) to make the story complete.

Consumers percieved Romano at first maybe a little girly. But along the way, men can be convinced by the “Hit the play button” stories to control their lives. Men using Romano will become a mature & successful men – it’s almost the dream portrait of every men

Brand Knorr - Tròn vị

Targeted customer Demographics: Female Age between 25 to 50 Geographic: Sub-urban, rural Household Income: ABC +

Discover Insight - Product Creation

EXPLORE INSIGHT Every woman saw their roles in looking little meal to cherish and preserve the family happiness. Tasting traditional way before, consumers often with the help of pepper, garlic, onion ... to create attractive scents for food. Additionally, it takes a long time to be able to cook the soup or stew is the sweet taste of meat and bone. With the introduction of Knorr seasoning meat, consumers have new choices in creating attractive aroma and sweetness to the dish tasty.

The difference of Knorr seasoning Firstly, due to be distilled from the broth and meat Knorr seasoning so pure taste, natural sweet. Second, the company chose instead granular seasoning the traditional powder to fit in line with routine use and preservation of Vietnam.

Woman always wanted to be resourceful homemaker, always wanted their family to enjoy the meal, especially flavor. But traditional dishes often take too much time to prepare the best delicacies. Thus, the seasoning of meat is a logical choice due to the quick, convenient, and its performance.

CO

NSU

MER

TR

UTH

Usefulness is all about the FUNCTIONAL BENEFITS. The brands of usefulness offer a SUPERIOR SOLUTION that completely solve a consumer’s tough situation: complex into simple - one-step; inconvenient into convenient. USEFULNESS - SUPERIOR QUALITY means bringing a functional and tangible breakthrough to solve an inconvenience

USEFULNESS

Understanding the difficulties of women Vietnam, Knorr decided to launch a product seasoning homemaker help to save a lot of time to cook but still ensure good meal for the family.

PRODUCT + Attributes: seasoning with additional sweetness, flavor of the meat and bone broth concentrates tubes, combined with traditional spices. + Quality: Quality products certified by the Department of Hygiene and food safety phẩm- Health Ministry. + Packaging: Designing beautiful packages create the attraction and attention of customers. As for the new product, the initial factor to attract the attention of customers is not the quality but the packaging, labeling of products. Design aimed at convenience and express objective insight. Packaging color: dark yellow, bright. Packaging is designed for convenient use and storage, to save time for housewives as: no room guide cover and tear at their fingertips can be easily torn bags; after using just flanging is possible to preserve the wedge from being hygroscopic powders, lumps ... Packing a variety of sizes to better suit each individual prices and customers: Products "Seeds Knorr seasoning meat" is packaged in packaging types different weights: small, affordable package 100g, 280g, 500g to 1kg packages such large savings, 1.5kg. To make a difference to the packaging other seasoning products, printed on the packaging of select food tips and recipes for everyday dishes with Knorr seasoning by Cam Van Nguyen Dzoan advice. With this unique packaging homemaker will have an opportunity both tasting just learned the secret or to care for family.

Brand Values Knorr’s mission is to provide ‘good food’ for everybody, everyday. It has a deep and powerfulreputation based on its taste and flavour expertise, its recipe skills, and its ability to come up with simple, smart, ‘good food’ ideas as a result of its ‘Chefmanship’ heritage. Knorr doesn’t make any concessions over three core beliefs: ‘To increase the value of the categories with value-added, innovative products and ideas’, ‘To keep the promises it gives’, To differentiate itself from competitors and equivalents’. Another aspect of Knorr that stands out are the colours green and yellow, which symbolize naturalness, freshness and simplicity. Knorr has a unique credibility to move effortlessly between different products, cuisine and cultures, leading to consumer perceptions of the brand as highly innovative and modern.

EXAMPLE CASE

CO

MM

UN

ICA

TIO

N T

OO

L

ADVERTISEMENT ADVERTISING on the mass media:

+ TV, radio: Knorr introduced very impressive on TV, radio with density. Advertise impressive, consistent with the Vietnamese culture, directed at women image so be resourceful homemaker heart. + Newspapers, magazines, ads in magazines such women: The gioi phu nu, Tiep Thi Gia Dinh …

PRINTED MATERIALS, ELECTRONIC INFORMATION + In the manual teaches how to cook with meat seasoning by Cam Van Nguyen Dzoan direct and free of charge. + Play menu leaflets daily dish of the week in January has many gifts to help housewives prepare family meals better. + Advertising on the site, forum for housewives. Exhibiting at the POINT OF SALE: Rent of additional shelves, docks and places in the area of fresh food available in supermarkets processing for display and product introduction. Give display shelves, billboard products for the store to attract the attention of customers. Example: Campaign yellowing facade Hoa Hung Market (District 10., HCMC) Radio and television at the point of sale: Tung marketing teams working on how to cook and invited nearly 100 trial Knorr markets and supermarkets.

OUTDOOR ADVERTISING Advertising on the signs, tables at the bus stop, hanging banners and posters on the streets.

COMMUNICATION

Media message: "Meat products from Knorr seasoning will give your dishes of meat and meat flavor, bold and very pure, save time in cooking and make good food thanks extracts from bones and meat stew. Brings delicious meals for family and feeling happy family care resourceful woman.

PROMOTION Free distribution package millions nationwide trial. Combined with supermarkets: Gift wrapping trial with other products. Do cooking demos in the market, supermarket. Give a cup, bowl or spoon glass enclosed stainless steel products.

PUBLIC RELATION Sponsoring the cooking category in magazines for women. Publish full information about new brands on the website of the company (unilever.com.vn/ourbrands/foods/knorr.asp) to consumers easily accessible and more aware of the new product. Creating a good relationship with the media, arrange a meeting of journalists, provide, update regularly the necessary information to the press.

EVENT + Organization delicious cooking contest in the provinces in the country with the theme "Knorr Vietnam culinary honor.” + Contest "Write a new recipe with Knorr seasoning”. + Hold eat her guides Nguyen Doan Cam Van. + Contest "Knorr Tet spend together.” + Organization program "delicious family breakfast" at the Coop supermarket. Mart. Customers are offered the daily cooking menus, recipes instructions and participating in the Promotion. Donated products for child welfare centers, orphanages, nursing homes ...

OTHER SUPPORTING TOOLS Print brochures distributed to customers. Set up a hotline to answer timely questions about the client's product. (Through the hotline telephone number 0838236651).

HOW IT WORKS

The art of category development is to UPGRADE its role into the CENTRAL of consumer’s life. It then helps them

achieve their desired & aspirational selves.

CATEGORY TRANSFORMATION SELF – EXPRESSION ANGLE

WHY A BRANDING STRATEGIST MUST TRANSFORM CATEGORY?

Get more attention from consumers & Make the category become more important

Recruit new users Educate consumers to use more, buy

more and pay more

If the Brand is pioneering in transforming the categories successfully, it not only develops the whole category but also is perceived as an iconic Brand in this category.

MALE GROOMING CATEGORY – HAIR CARE

X-Men is the 1st mover to educate men must use personal care products for men.

Category Penetration: 40% (2016), and the fast growing and promising trend in PC

Value: 15% more expensive than women’s shampoo Positing: No.1 Men Hair Care Choice with the highest TOM

score comparing to other players

PART 2 – SLIDE EXPLANATION

IN THE PAST: Many people could have these products There were minor differences within these categories People pay less attention to these categories

BUT NOW: The categories become more complicated with more price & quality tiers/ segmentations Owning a product in one of these categories not only serve its functional benefits but also help consumers to speak out who they are

Hòa Phát Chair for Boss: Message “Xài hàng Hòa Phát cho lộc phát tài Làm ăn dài dài, không Hòa chỉ Phát.”

TV Samsung SUHD: Message “For a rich and successful men who dare to think and live rich.”

Samsung Galaxy Note 5: Message “The success footprint: Write on the next success”

SELF EXPRESSION MEANING HELPS CATEGORY GROW

BE PURELY PRODUCT, EVERYONE CAN OWN NO DIFFERENCE, NO SPECIALITY

PERSONALIZED CREATE A CHARACTER AND A DREAM PORTRAIT SELL BY ASPIRATION, NOT BY PRODUCT

REPRESENT

SUCCESS

RICHNESS

STYLISH

GRADUALLY REPLACED BY

Reason 1: SIGNIFICANCE:

Technology helps life become more convenient, which gradually replaces these categories (not important, central, most used often as in the past)

Reason 2: SYMBOL: The users who can own these categories are niche, special and symbolic. But now everyone can afford and use them.

TECHNOLOGY KILLS OLD CATEGORY

KEY TAKE AWAY 1

TRANSFORMING CATEGORY IS A MUST DONE JOB FOR BRANDING STRATEGIST TO MAKE BOTH CATEGORY AND BRAND SURVIVE BUT ALSO THRIVE IN THE COMPLICATED, COMPETITIVE AND ATTENTION - HUNGER WORLD.

KEY TAKE AWAY 2

THE STRATEGIST MUST ALWAYS LEVERAGE THE TREND TO TRANFORM ITS CATEGORY AND BRAND, TO GROW OR DIE. SOME TRENDS TO BE HIGHLY NOTICED: TECHNOLOGY, DIGITAL, SUSTAINABILITY, NATURAL/ ORGANIC PRODUCT…

BENEFITS MEANING

PENETRATION

FREQUENCY

VALUE

BRAND STRATEGIST’S J2BD

THANK YOU