ASSIGNMENT 1.1Tường Vy – Đình Giang – Kỳ Vỹ

WHAT IS MARKETING

The process of planning and

executing the conception,

pricing, promotion, and

distribution of ideas, goods, and

services to create exchanges

that satisfy individual and

organizational objectives.

The commercial

functions

involved in

transferring goods

from producer to

consumer.

The process or technique of promoting, selling, and

distributing a product or

service; 2: an aggregate of

functions involved in moving

goods from producer to

consumer

The business activity of presenting

products or services to potential

customers in such a way as to make

them eager to buy. Marketing

includes such matters as the pricing

and packaging of the product and

the creation of demand by

advertising and sales campaigns.

There are many different definitions of marketing

“Process”, “functions

involved”, “process or

technique”, “an

aggregate, “business

activity” – these all get

to the heart of the

marketing definition

We still have products,

services, and ideas to sell

at some price. We deliver

to our customers via some

means of distribution. We

promote and we advertise.

Those are the basics. Those

basics still exist and always

will – And IT IS TRUE

MARKETING

There are certain

foundations of

marketing that will never

become out of date.

Marketing is

just about

advertising or

sales

Marketing is everything a

company does to acquire

customers and maintain a

relationship with them.. The

ultimate goal of marketing is to

match a company's products

and services to the people who

need and want them, thereby

ensure profitability

Strategies at each stage Indifffe-

rent

Like

it

Love

it

Beloved

brand

LOVE ITStage 3

Strategy: Tug at the heart: to tighten the connection

We take Facebook as examples.

Experience: shift focus from

product to experience

Maintain: Reinforce brain equity

Deeper: Consolidation or

broaden usage of brand

Facebook create lots of new experience to make Facebook become a part

of consumer’s life: new emoticons, gif for users to share feeling flexibly when

chatting, “review a memory in the past” app, “Photos of a year” app, etc…

Facebook gradually proves it is platform for you to share everything in your

life by letting you make your own story not only through text, photos but also

videos which are automatically run when your friend wander on timeline

We can see that Facebook takes care of their fans very much. They

supported France by inviting users to change avatar when terrorism

appeared; they consolidate relationship with fans by reminding their memory

many years ago, etc…

New reasons to love: target

most loyal users first to make

them love brand more

In the next 2 months, Facebook is going to launch a new app to help

companies on Facebook can manage their consumer’s messages and

comments easily. (At that time, companies or local business manage those

information through different websites such as: pancake.com). Therefore,

people who run business on Facebook will have “a new reason” to love

Facebook.

WHAT IS BRAND?

A BRAND IS A REASON FOR

CUSTOMER TO CHOOSE

Among lots of gorgeous brands in the

market, why customers have to choose

your brand.

YOUR BRAND IS THE WAY YOUR

CUSTOMER PERCEIVES YOU

When we think about our brand, you really

want to think about our entire customer

experience…everything from our logo, our

website, our social media experiences, the

way we answer the phone, to the way our

customers experience our staff…

Men and women have come to recognize Victoria's Secret as

the place to buy a lingerie or perfume gift.

Victoria's Secret made buying

lingerie not only a pleasure but a

must in the late 1980s and 1990s.

The upscale lingerie and apparel

firm took shopping for lingerie from

the neglected corners of

department stores and put it front

and center in thousands of

boutiques throughout the United

States. Both men and women

happily entered such a lingerie

shop and bought sexy innerwear

was no longer a chore or

embarrassing for either sex.

Victoria’s Secret enhance a

woman’s beauty and

attractiveness to help them

be more confident.

All they say and do are about

that

“Lowering a Woman’s Self-

Esteem”

Men and women have come to recognize Victoria's

Secret as the place to buy a lingerie or perfume gift.

WHAT IS PRODUCT?

Example:

- A cup of coffee(a good) that gives you a fresh mind to start a day

through the great taste and strong aroma.

- Our haircut service that gives you the coolest style with professional

staffs.

- An TVC idea that help the company to create a soul-touching TVC

through the connection between the idea and the Vietnamese

culture.

- A new teaching method that helps the student learn faster with

real-life examples.

- The location here that help to boost up your business with a big

number of passer.

- This professor that can deliver your class the best of his experiences

as he has been working in this industry for 20 years.

product’s features, function, uses

Product is a good, service, idea, method,

person, information or places

that

give buyers/users their desirable benefits

to satisfy wants/needs

through/with

PRODUCT BRAND

What is it?

Good, service, idea, method,

person, information, places.

Reason for consumer to choose

What does

it do?

Gives buyers/users their desirable

benefits to satisfy their

wants/needs.

Bring value.

What does

it have?

Features, Function, Uses. Logo, slogan, staffs

Where

does it

come

from?

Producer, Manufacturer through

many processes.

Consumer’s mind.

Is it

unique?

No, product can be imitated. Yes, product cannot be imitated.

Which one

do we

love?

We need products but we don’t

love it

We do love brand.

Example

Cola-taste drink in blue label

bottle.

Pepsi – the cola-taste drink that

help you to joyfully live your life.

A chewing-gum that has mint

taste

Cool-air – The best chewing-gum

for improving concentration.

A chocolate-coated pie with

marshmallow inside

Chocopie – The pie of love.

PRODUCT vs. BRANDThe look from nature

PRODUCT vs. BRANDThe evolution from product to brand

Consumer’s

functional

problem/need

BIG IDEAAn idea that fulfill

consumer’s

emotional needsPRODUCT

BRAND

The company realize

the need/problem of

consumers, they

creates a product to

solve that

problem/need.

Example:

Consumer need

something to totally

kill all the germ in

their mouth as teeth

brushing alone

cannot does that.

Listerine created a

product mouth-

rinsing liquid with

special formula to

help consumers solve

their problem.

Decide to sell that

product to the

market.

Example:

Listerine prepared a

plan to sell the

mouth-rinsing liquid

to the market.

Creating identities

for the product

including: name,

packaging, color,

description...

Example:

The mouth-rinsing

liquid named

Listerine

Mouthwash with

the light blue color,

typical bottle shape

with the cap for

measuring use dose.

Creating promise of

product to the

consumer.

Example:

Listerine Mouthwash

gives you a healthy

mouth with the 24

hours protection

over germs that

lead to bad breath,

plaque and gum

diseases.

Executing sales and

marketing activities

to make product

access consumers.

Example:

- Launching TVC.

- Do sampling,

activation.

- Developing

distribution

channel in super

market,

convenient

stores...

- Sales promotion

with lower price

for bigger bottle.

...

Consumers

experience the

product functionally

that solves their

problems and feel

the emotion coming

from the solution of

their problem. Their

experiences meet

the promise.

Example:

Consumers use

Listerine Mouthwash

and see the

reduction of gum

diseases, plaque

and their breath is

better. Indeed, they

feel their mouth is

much more

healthier.

As consumer’s

experiences meet the

promise, consumers

will create an idea as

a connection

between using

product to solve their

problem and the

feeling they can get

when using it.

That becomes BRAND.

Example:

Listerine Mouthwash

gives me a healthy

mouth with a

reduction of plaque,

bad breath and gum

diseases.

WHAT IS BRAND BUILDING?Branding/Brand building is the process building strong relationship between brand and parties

relating to the brand likes: consumer, employee, community, stakeholder... through:

BUILDING TRUSTConsumers trust the brand on the basis

understanding what define the brand:

- quality

- responsiveness

- experience

- credibility

- Innovation

...

Example: Apple is the top technology

brand as consumers extremely trust it

because its products, especially iPhone

has proven its excellent features over

time:

- Excellent and stable phone speed.

- Simple and brilliant design.

- The pioneer of the whole industry to

create and develop “Intelligent

Personal Assistant” and “Knowledge

Navigator” as Siri.- Company’s base in US – the leading

country of technology.

BUILDING RECOGNITONConsumers will buy what they feel familiar

with. Building what associate to the brand

consistently and recognizable are important:

- Name

- Logo

- Slogan

- Color

- Packaging

...

Example: Apple’s products are easily

recognized because:

- Names are mostly have the formula “i...”

like iPhone, iPod, iMac...

- Having the uniform design as the only one

round shape menu button on the bottom

of the screen.

- Having the Apple’s logo as an bitten

apple.

- Colors are mostly silver.

- Packagings are mostly white with simple

design.

BUILDING POSITIVE IMAGEIs a very broad and crucial matter for a

brand.

It includes:

- Reputation,

- Values of the brand.

- Company’s culture, policies.

- Interests on community issue.

...

Example:Apple has a positive image as:

- In 2011, It launched a corporate charity matching program — a dollar for dollar

match for employee donations of up to

$10,000 a year.- Steve Jobs – Founder, CEO of Apple,

when he was still alive, he frequently

visited Universities and colleges to give

inspirational talk to students.

7 COMMON TYPES

OF BRANDING

CORPORATE

BRANDING The practice of promoting

the brand name of a

corporate entity

Example: Unilever made a

campaign “Unilever – 20

năm nâng tầm cuộc sống”

CO-BRANDINGMake consumer feel

familiar to the brand.

Example: Family mart

convenience stores are

now opened in gas station

that make a more frequent

appearance to the

consumer.CAUSE BRANDING

Matching the cause,

purpose of company’s

activities with personal

values of consumer. It can

be charity or social

activities.

Example: “Vươn cao Việt

Nam” by Vinamilk.

SPIRIT BRANDING Give consumer a good

spiritual feeling associated

with products.

Example: Using Axe to win

edge of the mating game.

EMPLOYER BRANDINGMaking employees

understand the company’s

vision, mission, goals,

products, services.

Example: Unilever

organizes internal training

course to talk to employees

about all products of

Unilever.

CULTURE BRANDINGMaking promises to

employees about the

better working environment

and managerial treatment.

Example: Google build an

open working environment

which allow you to bring kid, pet to the company

COMMUNITY

BRANDINGShow the good interests

and actions that company

does to the community.

Example: Unilever made a

campaign “Unilever – 20

năm nâng tầm cuộc sống”

to show the goodwill of

caring for people’s life in

Vietnam.

Example: Apple is a strong brand in Vietnam

• IPhone has a much higher price than Samsung or

HTC with the same configuration.

• iPhone user has a high rate of loyalty as they

continue to buy the new iPhone generation.

• Although receiving the complaint of ugly design

for the iPhone 6, Apple still sold 32.5 mil iPhones

from 4-6/2014 – 4 mil more than that of the

previous year.

• Higher price over competitors.

• Attract new customer.

• Customers are more loyal to the

brand that they won’t choose

other existing competitors and

loyalty prevents the entry of new

competitors.

• Protect company during

economic or business crises.

• The potential for company and

brand to expand in the future.

Example: Apple is a strong brand in Vietnam

• Users always feel classy, fashioned and confident

when using iPhone.

• When seeking for a new mobile that give you the

feeling of high class, you can easily choose iPhone.

• iPhone users has the bilief that Apple will launch

excellent product as they are ready to line up for

hours to buy the new iPhone. And the new product

never fail to amazes them.

• Add more emotional and

spitritual value to the products.

• Help consumer easily indentify

and choose products among

others.

• The potential of providing better

products in the future.

WHY BRANDING IS SO IMPORTANT?

TO THE

COMPANY

TO THE

CONSUMER

Branding is all about building a strong brand

STRONG BRAND

Brand = Power = Growth = Profit

1. Indifferent: People don’t know any information about the

brand (Ex: FLiRTSTORY, EBIV, etc…)

2. Like it: Brand starts to appear in consumer’s mind. They

try using it and feel satisfied, but are uncertain to buy it if

there is a different brand (Ex: Burger King, HP Printers, etc…)

3. Love it: Through positive experience, consumers start to

love the brand because it is suitable with their lifestyle and

gives them emotional benefit (Ex: Facebook, Dove, etc…)

4. Beloved: On that stage, every consumer becomes an

ambassador for the brand. They never switch to another

brand. Brand is a part of their life (Ex: Apple, Disney, Harley

Davidson, etc…)

4 stages to Brand love

That understanding where is your brand now on

“Brand Love Curve” of most target consumers helps

choose strategies to push brand to be more loved.

Brand love curve is a love-toward-brand journal in consumer’s mind.

Consumers move from “Indifferent” (Don’t know about brand), “Like it”

(Satisfied with functional benefit of brand), “Love it” (Feel emotional

benefit of brand) and finally “My beloved brand for life” (Loyal fan). At

each stage, the connection gets stronger.“The more beloved the brand, the more valuable the brand””

BRAND LOVE CURVE

Strategies at each stage Indifffe-

rentLike Love

Beloved

brand

INDIFFERENTStage 1 Strategy: Establish in the mind: Awareness & Consideration

Mind shift: drive a new position

or re-inforce current equity

Mind Share: get more attention

than competitors

New News: launching something

new

Turn around: focus energy on

opportunities and leaks

KaFe Café – a coffee store chain surprised community

by received 5.5 million USD equity to have a premium

position just at the beginning of the brand

At stage “Indifferent”, the reality show “Giong Hat Viet”

(The Voice of Vietnam) got more attention than others

(Vietnam Idol, Sao Mai Diem Hen…) by provoking the

story “The Voice in the world is coming to Vietnam

After 6 months established in Vietnam, FLiRTSTORY (a

shoes brand) launched “Espadrilles” (a strange kind of

slip-on shoes) that made consumers curious and buy a

lot. So, sales grew up quickly.

X-Men found a precious unmet need to make the first

shampoo for men brand in Vietnam. This innovation

received enormous positive responds from consumers.

Strategies at each stage Indifffe-

rent

Like

it

Love

it

Beloved

brand

LIKE ITStage 2Strategy: Seperate yourself on benefit

We take UBrand (ubrand.cool) as examples.

Drive acquisition: New

consumers want to try

Drive penetration: get

consumers to use more or

differently

Consolidation: get consumer to

do anything with brand

UBrand encourages current users to invite their friends to try using UBrand

through Facebook. Current users will get more coins and bonus points if

they introduce UBrand on Facebook.

After 2 months in beta versions, UBrand has 22.000 users that. To make

users use UBrand more frequently, UBrand gives them bonus points after

every 6 hours. Therefore, users have to log-in again, more frequently to get

bonus points.

UBrand lets user to freely create their topic to discuss with other users, send

any requests to UBrand team, etc…

Strategies at each stage Indifffe-

rent

Like

it

Love

it

Beloved

brand

LOVE ITStage 3Strategy: Tug at the heart: to tighten the connection

We take Facebook as examples.

Experience: shift focus from

product to experience

Maintain: Reinforce brain equity

Deeper: Consolidation or

broaden usage of brand

Facebook create lots of new experience to make Facebook become a part

of consumer’s life: new emoticons, gif for users to share feeling flexibly when

chatting, “review a memory in the past” app, “Photos of a year” app, etc…

Facebook gradually proves it is platform for you to share everything in your

life by letting you make your own story not only through text, photos but also

videos which are automatically run when your friend wander on timeline

We can see that Facebook takes care of their fans very much. They

supported France by inviting users to change avatar when terrorism

appeared; they consolidate relationship with fans by reminding their memory

many years ago, etc…

New reasons to love: target

most loyal users first to make

them love brand more

In the next 2 months, Facebook is going to launch a new app to help

companies on Facebook can manage their consumer’s messages and

comments easily. (At that time, companies or local business manage those

information through different websites such as: pancake.com). Therefore,

people who run business on Facebook will have “a new reason” to love

Facebook.

Strategies at each stage Indifffe-

rent

Like

it

Love

it

Beloved

brand

BELOVED BRANDStage 4Strategy: Continue the magic: maintain the love

We take Starbucks as examples.

Magic: Continue to surpirse and

delight core followers

Create feedback loop: use

social media to tighten

connection

Attack yourself: continue to

improve

In 2011, Starbuck launched a new app on

smartphone that allowed consumers to order and

pay for products much more easily

Through listening fan’s feedbacks on “My Starbucks

Idea” and through purchases, Starbucks saw that

consumers loved refreshing iced coffee and tea

beverages but wanted them in a larger size. Eventually,

Starbucks surprised fans by introducing “Renta size” (the

biggest size) for cups of coffee in 2011. A cup with

“Renta size” has storage space which is bigger than’s

human stomach. With this innovation, fans of Starbucks

can enjoy more refreshment.

More and more Starbucks stores are established

everyday. Starbucks competes with their goal: If

MCDonald’s opens 2 new restaurants, Starbucks will

open 1 new store at the same time.

One example to sum-up:

INDIFFERENT

LIKE IT

LOVE IT

BELOVED

BRAND

Product focus

Separate yourself

Create experiences

Broaden offering

This period gives brands time to explain their purposes, ideas or concepts

to solve consumer’s unmet needs.

At the beginning in 1880s, Coca-cola introduced products like a drink can fullfill

consumer’s thirst and bring refreshment through caffein in recipe. They just simply

focused on functional benefits of Coca-cola at that period of time to persuade

consumer to try using it.

Use claims or innovation to separate yourself on quality, performance,

experience or value. Focus on being better.

After raising awareness and having first fans community, Coca-cola then

continually improved their bottle’s style and made more interesting

advertisements to prove their quality and value. For instance, Coca-cola proved

quality through famous advertisement: “Santa Clause also drinks Coke”.

Use innovation to connect emotionally to consumer’s current life rituals.

Through lots of next marketing campaigns such as “Things go better with coke”,

“Give the world a coke”, etc… won consumer’s mind, brought out the emotional

belief that Coca-cola will give everyone a happier life.

Use innovation to attack current offering and surprise consumers.

With brand essence “Open Happiness”, Coca-cola has carried out lots of

emotional campaigns such as “Share a coke”, “2nd Lives”, etc… in order to fullfill

their promise.

Besides, Coca-cola always compete with itself to continually have some product

innovations (Coke light) and packing innovations (Small size of Coke) to meet the

diverse needs of consumers.

ASSIGNMENT 1.1Tường Vy – Đình Giang – Kỳ Vỹ

Thank you!