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Assignment 9.2 – BRAND POSITIONING Hồng Ngọc – Vân Hương

Young marketers elite 2 asignment 9.2 - Hồng Ngọc - Vân Hương

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Page 1: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương

Assignment 9.2 – BRAND POSITIONING

Hồng Ngọc – Vân Hương

Page 2: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương

1. COMPETITIVE ENVIRONMENT

Young Marketers

YM competition

Elite Development Program

YM Connection

YM Initiative

Market

UFLL, Marketing Challengers, Nielsen Case Competition

RIO Creative

Margroup, RMIT marketing club, other student’s marketing clubs

Internship program of FMCG companies (P&G, Unilever,…)

Competitive environment: All marketing activities for students, which are studying at universities or newly graduating.

Page 3: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương

2. Target Description

• The young, 18-25 years old

• Career-oriented

• Interested in marketing

• Having potential in marketing. At fundamental phase of exploring marketing

• Dynamic, eager to learn

WHAT THEY SAY WHAT THEY DO

I don’t know how to start and continue learning marketing to practice well in reality

I usually come to talkshows shared marketing experience by top experts, then follow them on facebook. In addition, I and my friends participate in some marketing competition, or register in marketing courses

3. Insight In the first phase of exploring marketing world, I want to join in the environment, which is enough interactive and professional for me to improve myself, so I can learn and understand knowledge in a deep and practical way.

Page 4: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương

Benefit Values and

Personalities Reason to believe Discriminators

Competitive but full and various of knowledge. So I have more confident in the future path.

- Knowledgeable - Professional. - Interactive.

- Top experts in marketing. - Interesting event relating directly to consumer’s concerns

Top expert marketing network, who have close interaction with joiners

BRAND ESSENCE

Trustworthy companion in marketing road of the young generations

4. YOUNG MARKETERS PLATFORM

Page 5: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương

-Proactive -Dare to dream

-Sociable -Fun

Trustworthy companion

in marketing road of the

young generations

1. Competitive Environment

-All marketing activities for

students

2. Target

The young, 18-25 yrs. Career-oriented At fundamental phase of exploring marketing Dynamic, eager to learn

3. Insight In the first phase of exploring marketing world, I want to join in the environment,

which is enough interactive and professional for me to improve myself, so I can learn and understand knowledge in

a deep and practical way.

4. Benefit

Competitive but full and various of knowledge. So I have more confident in

the future path.

5. Values and Personalities

Knowledgeable Professional.

Interactive.

6. Reason to believe

Top experts in marketing. Interesting event relating directly to consumer’s concerns

7. Discriminator

Top expert marketing network, who have close interaction with joiners

Page 6: Young marketers elite 2   asignment 9.2 - Hồng Ngọc - Vân Hương