TEAM 4

/ quynh phuong. lan chi. ai trang /

WHY DO WE CHOOSE “PRUDENTIAL”?

- 90% Vietnamese aware brand identity of Prudential - Pioneer and market leader in Vietnam insurance market for many years

BRAND PROMISE

BRAND KEY

VALUE AND BELIEF PERSONALITY Integrity Trustworthy Customer-focused Respectful

BENEFITS Functional: Support and secure for future financial. Emotional: Reassure, Be secured

REASON TO BELIEF -  Trustworthy

financial corporate

-  Strong brand in Vietnamese market

DISCRIMINATOR Strong and trustworthy insurance programs for family

TARGET Majority: 30 – 40 yrs Income: >100mil/year Married Care to their life’s quality in the future

INSIGHT “ I always desire for a trustworthy

financial solutions to secure the bright future of my life and my beloved ones”

COMPETITIVE ENVIRONMENT Bao Viet Insurance, AIA, Generali ..

ROOT STRENGTH Pioneer and market leader in Vietnam insurance market

LISTENER & UNDERSTAND-ER

“ Prudential always listens and understands people in order to improve consumer’ life quality”

HOW DO WE COMMUNICATE OUR PROMISE?

1. BRAND IDENTITY - Logo: Goddess Prudence always appears with:

The Arrow: the confident sign of the skilled marksman The Serpent: the symbolic representation of wisdom The Mirror: signifying the ability to see oneself as one really is

-  Slogan: “Luôn luôn lắng nghe. Luôn luôn thấu hiểu” (“ALWAYS LISTENING. ALWAYS UNDERSTANDING” )

2. BRAND COMMUNICATION - Key target audience:

Vietnamese Parents 30 – 40 yrs Income: B+ , A Care for their family, especially for their children future

CHANEL: -  TVC: Touching TVCs emphasize that Prudential

always listens and understands consumer in order to improve future life quality. All TVCs end up with slogan “Luôn luôn lắng nghe,luôn luôn thấu hiểu” => signature of Prudential which is embedded in Vietnamese mind.https://www.youtube.com/watch?v=QxjxiqR6jIU

-  PR: Articles in various newspaper, popular online magazine (dantri.com,vnexpress.net..) about sponsorship, organizer of Prudential activities which aim to improve life quality (troubled lives, education).

-  SOCIAL MEDIA: Campaigns to encourage ppl to care for those beloved ones => securable solutions

§  the Newest campaign “Giađìnhlàvôgiá”: o  Viral clip: 4 phút kì diệu (> 5.2 mil views)

MV “Khi người lắng nghe” o  “Khi người lắng nghe” Cover

Competition in Fanpage => Message base on the promise of brand “ Always listening. Always understanding” => Good reaction and high engagement from social

Easy to remember and embed in mind

Organize and sponsor for the competitions, social activities to develop Vietnamese education, support troubled lives => increase life quality ( build schools, build houses)

HOW DO WE DELIVER OUR PROMISE?

- Willing to listen and understand consumer by create tool/opportunities to interact with potential consumers ( website tool, “Ngày hội khách hàng” events on the national scale..)

- Endeavor to provide the greatest satisfaction of consumers through hotline/customer service system to receive information promptly.

- Conduct and public research “Prudential Relationship Index in Vietnam” every year to show that Pru always care, deeply understand Vietnamese people, family.

HOW DO WE STRENGHTHEN OUR PROMISE?

-Develop & Extend product portfolio which solves different problems, needs of various target consumer. These products were built on the information from the consumer => Prudential always listens and understands their consumers to help them improve life quality.

•  Education Plans - effective protection and savings plan help realize dreams and plan in the future.

•  Protection Plans - Take care of yourself and family with comprehensive financial protection plans against various risks

•  Retirement Plans - Plan your future with effective protection and savings solutions for a peaceful and independent retirement

-  Award: •  Enterprises with the most excellent financial

services” – Rong Vang award for over 10 years

•  Top 10 trustworthy insurance company in Vietnam CEO Summit 2016

•  Phu- An loc – Top 100 best product, service for family and children 2013

•  The best insurance company which have high social responsibilities and contribution to community in Asia

Promise: TH has produced and supplied the market with the fresh and pure, truly natural products which meet the international standards for the community health

VALUEANDBELIEFPERSONALITYFor “true happiness” For the community health Innovative thinking Friendly to environment

BENEFITSFunctional “Natural Fresh – Clean/Safe – Essential” Emotional: Assurance for community health

REASONTOBELIEVEThe Biggest Centralized Dairy Farm Group with hi-tech application in Asia

DISCRIMINATORLeading in fresh and clean milk in Vietnamese Market

TARGET Urban Women 25 – 35 High income Concern about the health of themselves and their families

INSIGHTAmong a lot of product, especially

milk, I concerned before the issue of food safety. I want a clean milk

made from 100% nature that assure for my family’s health.

COMPETITIVEENVIRONMENTVinamilk,DutchLady

ROOT STRENGTH High quality of international technology in the world

TRUE HAPPINESS

only 3 short years in the market have led users to overwhelmed by their success TH True Milk very smart when directly struck a chord with consumers with a promotional program accompanying elements PR emphasize “clean milk”. This has partly to create differentiation with other milk brands on the market. At the same time, elements of “clean” is also very valuable to consumers in times of everyone concerned before the issue of food safety. Thus, only one from “clean” TH True Milk helped score a big point in positioning their brands in the market.

WHY DO WE CHOOSE “TH Truemilk”?

Public relations: organizing and sponsoring the contest, the program aims to train, improve education, Vietnam people's lives, especially children (concentrate on community health and Sustainable Development)

Sales/ Promotion - Advertising: TVC with message connecting directly to clean product with suitable key message promoting for each product.

-  Key target audience Vietnamese Womens: 25 – 35 Income: B+ , A Urban Women 25 – 35 High income Concern about the health of themselves and their families

Not only bring nutritious ingredients, style Western cuisine delicate, TH products completely natural wake also indulged in every person chef, every housewife, and they explore and create attractive dishes and get happy experience during cooking.

MESSAGE “Human being is the subject of social and the power to decide the development of each country. The development of physical, mental and soul development of each individual is important. Therefore, we always keep in mind that investing in health and education is to contribute to improve the stature of a people and invest in the strategic development of the country“. “Our children deserve with world class education that leading with adequate learning environment and facilities ... We will bring good things to them.“ “TH Group does not try all ways to maximize its profit but the benefits”.

HOW DO WE COMMUNICATE OUR PROMISE?

“KHƠI NGUỒN ĐAM MÊ ẨM THỰC”

Each chef or housewife, are hidden deep in his endless

passion for cuisine ..

THBRANDELEMENTSaModelofAdvancedTechnology&Biotechnology

True Happines

MilkProduct

“Natural Fresh - Clean/Safe - Essential”

CorporateImage

ProductBrand

–MILKProduct

ProductBrand

YOGURT - Product

“Natural Fresh - Clean/Safe - Healthy”

Madeby100%cleanfreshmilkfromTHfarmProbioJcAddedGoodforDigesJon

TH BRAND ARCHITECTURE

PRODUCTION CONCEPT

TH has p roduced and supplied the market with the fresh and pure, truly natural products which meet the international standards for the community health

RETAIL STORE CHAIN - TH true mart

• 26/05/2011: TH opened Hero store in Hà Nội • 30/08/2011: TH opened Hero store in HCMC And quantity of TH true mart stores develops fast, nationwide, so far this system becomes familiar and convenient shopping channel for consumers. TH true mart is a modern distribution model which is defined as pioneer in service quality bringing true values for consumers.

HOW DO WE DELIVER OUR PROMISE?

•  Being the 1st local enterprise to be certified as hi-tech application one by the Ministry of Agriculture and Rural Development of Viet Nam.

•  Being the pioneer to place the corner stone for the fresh milk industry in Viet Nam.

•  Forbes magazine honored Madame Thai Huong, Chairwoman of TH Group, as one of the 50 Power Businesswoman in Asia for the contribution to drastic change of the dairy industry in Viet Nam.

TH GROUP BUSINESS OUTLINE

HOW DO WE STRENGTHEN OUR PROMISE?

WHY DO WE CHOOSE “VIETJET AIR”?

VALUE AND BELIEF PERSONALITY Safe, fast, friendly, trustworthy Active, youthful

BENEFITS + Functional: low-cost, fast, safe + Emotional: friendly, happy

REASON TO BELIEVE VietJet is the first privately owned Vietnamese low-cost airline.

DISCRIMINATOR Not only low-cost but also friendly, close to everyone.

TARGET Middle-income and low-income class

INSIGHT For the rising demand for travelling between

distant places of modern life, people desire to find an affordable and comfortable form of

transportation at the same time.

COMPETITIVE ENVIRONMENT Tough with 2 domestic airlines such as Vietnam Airlines and Jetstar Pacific.

ROOT STRENGTH VietJet Air is the first privately owned Vietnamese airline, which is officially licensed for domestic and international flight in December 2007.

Low-cost flight

BRAND PROMISE

We t u r n l o w - c o s t carrier into the most p o p u l a r m o d e o f t r a n s p o r t a t i o n i n Vietnam.

BRAND KEY

HOW DO WE COMMUNICATE OUR PROMISE?

1. BRAND IDENTITY -  Slogan: Giárẻhơn,baynhiềuthêm!

(Save more, Fly more)

2. BRAND COMMUNICATION CHANEL: -  TVC: In order to convey the

message "Creating opportunities for everyone to fly", in 2014, VJA created a TVC with the appearance of many different people with different ages, careers, social statuses… and the related slogan "Save more, fly more"

Most recently, on the occasion of the “Online Shopping Day Vietjet offers 500,000 promotional tickets priced from only 0VND within the golden hours of 12h-14h at www.vietjetair.com.

SOCIAL MEDIA: -  Website: vietjetair.com- short, easy-

searching domain name. It offers sufficient and understandable information to all customers.

-  - Fanpage: VietJet Air.com: regularly interacts with customers, giving advice, posting information a b o u t f l i g h t s , f a r e s , d e a l s , promotions and events…

PR: - KOL sharing for campaign “0 VND TICKET”

- Promotions: VJA implemented several promotional campaigns, including the campaign's most successful one “0VND ticket” which was launched from the end of 2012.

HOW DO WE DELIVER OUR PROMISE?

-  Provides a full range of cheap, necessary services by cutting down on airport fees, using only one aircraft, minimizing optional equipments on the airplane.

-  Adds concierge service. - Lunches a promotion for on-board duty free shop, helping save more coal buying customers table at trade centers.

PRODUCT SERVICE

-  Frequently provides flights with the cheapest price on all routes, on big occasions (Tet, summer vacation,…)

•  In celebration of shopping season during the year end, VJA offers 300,000 promotional tickets priced only from USD0 under the campaign “12pm, It’s time to Vietjet”

-  VJA puts on sales of 1.5 million air tickets for traveling domestically and internationally during the coming Lunar New Year holidays from January 10, 2017 to February 12, 2017.

HOW DO WE STRENGTHEN OUR PROMISE?

- Awards:

- Opens many new domestic and international routes with the most economical price: + Domestic routes: Ha Noi – Quy Nhon, TP.HCM- Dong Hoi, Thanh Hoa-Nha Trang, Ha Noi – Phu Yen,… +International routes: In 8 November 2016, Vietjet officially opens ticket sales for its new route linking Ho Chi Minh City with Taichung (Taiwan) priced from only VND210,000 ($US19).

- Strengthens cooperated relationship with international tourism companies to increase travelling opportunities for Vietnamese people. + Ex: On June 30, 2016 – Vietjet and Incheon Tourism Organization (South Korea) signed a cooperation agreement bringing travel products, services, and convenient tour opportunities to Vietnamese when traveling to South Korea.

THANK YOU!