STRATEGIC BRANDING PROCESS

Yến Anh | Lan Chi | Công Dũng | Minh Trang

Assignment 2.1

AGENDAUNDERSTANDING THE BRANDING PROCESS

THE RIGHT STRATEGIC BRANDING PROCESS

BRANDING PROCESS OF KNORR

UNDERSTANDING THE BRANDING PROCESS

Extract Explicit Short-and Long-Term Business Goals as Drivers of Brand Vision

Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

Develop Customer Needs–Driven Segmentation with Perspectives on Competition and Segment Economics

Develop a Brand Vision Linked to the Corporate or Business Unit Business Strategy

Develop a Brand Promise

Develop a Brand

Identity System

Develop a Brand

Narrative

Develop a Brand

Personality

Develop Brand

Positioning

Translate Brand Promise into

Customer Experience Design

Derive drivers of Brand Vision from Business Strategies in order to develop a meaningful brand strategy.

Identify and win over key people to support the branding project. Therefore, it can gain supporting resource when needed and its quality is well-shaped at the beginning

Analyse market potentials, competitors and target consumers

Craft the relevant, big picture of where the brand want to be in long-term in order to support corporate strategy from itputs in previous steps. This step wil set the direction for brand development.

Humanize the vision and mission of corporate and brand to connect with customers by making a promise.

Define where the brand will place in mind of

target consumer in the presence of competitors

Define a set of human characteristics that will be attributed to brand

to which consumer can relate

Initiate a story of brand to create a long-lasting

experience with consumer, in order to create brand loyalty.

Build up a set of visual opponents to consistently

and coherently deliver your brand.

Map the journey of consumer with brand.

A LOOK INTO THE PROCESS...

Planning start with the FUTURE (business goals, brand vision)

The brand strategy start with the NOW (where we are know, what we are having, how we have had it)

Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements 1

#1 “A brand strategy is not consequence of planning, but the start of it”

Ø What is our company famous for?Ø What resources do we have and not have?Ø What is our category backbone and core ‘must

win’ category?Ø What is our brand’s value to consumers? Ø Where can the brand’s advantage be leveraged

to drive growth?

Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

#2 Know what we are building on before we build something

IF NOT, it can lead to unrealistic objectives we cannot achieve, or the vision not single-minded with the brand/company heritage.

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Ø Category SVPs: understanding most about the category, will point out which playground we can tap into, which are opportunities and riskes of the categories…

Ø Finance auditØ Channel auditØ HRØ Communication reviewØ …

Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

#3 The analysis conducted by internal stakeholders

The issues and opportunities shown through the audit are implicit brand requirements – what we can do and what we have to face

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CURRENT FLOW OF THE STEPS:1- Where we want to be (Business goals and Brand Vision)2- Where we are now (Implicit Brand Requirements)3- How can we get there (Developed Brand Vision, Brand Equity, Brand Narrative,…)

CORRECTED FLOW OF THE STEPS:1- Where we are now (Implicit Brand Requirements)2- Where we want to be (Business goals and Brand Vision)3- How can we get there (Developed Brand Vision, Brand Equity, Brand Narrative,…)

AN EXAMPLE OF KNORR

CONDUCT KEY STAKEHOLDER ANALYSIS TO CAPTURE IMPLICIT BRAND REQUIREMENTS 1

Identify key stakeholdersCEO, CFO, VP Brand, VP Marketing,

VP Finance, VP Operations,…Ex: Category SVPs identify the unmet need for ready-to-use seasoning sauce –OpportunityThe market research carried by agency shows that the market is low in demand – Issue => How to awake the need to earn high penetration rate?

Identify their range of power, interest and intent

Identify their requirements

Work out how to meet their requirements to win their support

EXTRACT EXPLICIT SHORTAND LONG-TERM BUSINESS GOALS AS DRIVERS OF BRAND VISION2

Business goals

SALES AND REVENUE(N/A)

SHAREShort-term: Highest share in the category

AWARENESS70% TOM awareness, 1 in first 3 brands in the

category

BRAND VISIONThe no.1 brand in the seasoning category by providing the first full-flavor seasoning product

DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS 3

MARKET OVERVIEW

ECONOMICCONTEXT

- Vietnam population: >80mil, increases by 1.3%/year

- GDP per capita increases from 480 USD/year (2004) to 1024 USD/year

(2008)

SOCIAL CONTEXT

- Traditionally, Vietnamese women regarded to play the important role

of home cook- Women are raising their status and stand in the society, but they do not

forget thr role to cook tasty and nutritious meals for

her husband and children

CATEGORY AND COMPETITION

- The demand for marinade in family meals in Vietnam is enormous,

specifically 30 mil litres of soup per day, 14 mil stew dishes, 18 mil dishes of

fried/stir-fried in the weekend” (Nielsen)- VNese woman’s daily cooking

repertoire consisted of basic, one-dimensional seasoning products

– salt, sugar, pepper, bot canh and MSG.

THERE IS CHANCE FOR SEASONING PRODUCT WITH ROUNDED FLAVOR TO GET IN VIETNAMESE WOMEN’ COOKING.

CONSUMER | VIETNAMESE HOME COOK WOMEN

Her attitudeInstead of defying, she learns to embrace her home cook role under her contextWHY?Because the love for her husband and child is unconditional, and cooking is one of the important ways she expresses her love for her beloved ones.

THERE IS CHANCE FOR SEASONING PRODUCT TALKING TO VIETNAMESE

COOKING-EMBRACING WOMEN ABOUT QUALITY MEALS

WITH LESS EFFORT

SEGMENT - Vietnamese women, 22-45 y/o, married and working- Personality: care-giving, inspirational, joyful- Attitude: Mums who see cooking as a pleasure not a burden, and food is a key part of their desire to please the ones they love.

NIL LOW MEDIUM HIGHWoman defying their home cook role because of its pressure

Women accepting their role as a responsibility

Traditional women embracing cooking, stick to traditional seasoning products

Women embracing cooking, looking for better and easier approach to cooking

Cooking Embracers

DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS 3

CONSUMER NEEDS

In the society, being a good home cook is thefirst thing defining a clever woman (“Cong” inCong-Dung-Ngon-Hanh). They are under theinvisible pressure to be a good wife and goodmom in showing their great cooking skill.

Under the position of a wife and mother, theynot only care about the flavor but also thenutrition for the proper health and growth offamily members..

Vietnamese women are increasinglystrengthening their status in the society, theyhave to spend more time to improve and carefor themselves.

THERE IS AN UNREALIZED NEED FOR…

Something that helps their cooking be tasty and high-quality

Something that not only boosts the flavor for the tongue but also provides enough nutrition for the body

Something that reduces the time and effort they spend on cooking

THERE IS CHANCE FOR SEASONING PRODUCT PROVIDING TASTE, NUTRITION AND EASE IN VIETNAMESE WOMEN’ COOKING

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DEVELOP BRAND PROMISE

• Vietnamese women’s daily cooking repertoire consisted of basic,one-dimensional seasoning products – salt, sugar, pepper, botcanh and MSG .

CONTEXT (When knorr first penetrated into vn’s market)

GOOD OPPORTUNITY FOR A HEALTHIER AND MOREDELICIOUS ALTERNATIVE.

Knorr helps home-cooks provide natural and nutritious meals for their families in a convenient way.

BRAND PROMISE

• To VN women, taking care of their family especially their meals isvery important. However, it takes too much time and effort.

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HOW KNORR KEEP THEIR PROMISE THROUGH SOME IMPORTANT TIMES?

• 2001: Knorr Cooking Granules was launched on the proposition of: Moredelicious, more nutritious with Chef endorsements, which helped buildcredentials rapidly to gain quick consumer acceptance.

• 2009: To develop the product profile in Vietnam, Knorr Mushroom &Seaweeds Granules (2 healthy ingredients) was developed specifically tocreate the really fresh, really sweet vegetable dishes.

• 2010: Knorr Shinbone, Tenderloin & Marrow Granules was introduced withthe combination of 3 premium ingredients which guarantees the TRON VI(rounded) taste of dishes.

• August 2010: A new product of Knorr, meal maker, was launched in orderto persuade scratch/unbranded mix users to use recipe mixes by owningthe positioning of perfect taste which guarantees for difficult-to-cookdishes’.

• 2013: Re-launched product with added Vitamin A in collaboration withVietnamese National Nutrition Institute. With the new formulation, Knorrgranules guarantee not only the rounded taste (GIA VỊ HOÀN CHỈNH) ofdishes but also good benefit for the family health with the addition ofVitamin A in order to help consumers become more aware of theimportance of micronutrients in the daily diet.

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DEVELOP BRAND POSITIONING

How Knorr positions with the “natural + nutritious + convenient” promise?

WHAT NEED FOR WHOM DIFFRENTIATED BY REASONS TO BELIEVE

All-in-one seasoningproduct delivering greattaste to foods, whichhelps express love.

Mainly mums who seecooking as pleasure andalways desire to nurtureand please their lovedones by foods.

Rounded taste of love.Only Knorr cares as muchabout the food you cookfor your loved ones asyou do.

Created by Knorr’s realchefs by understandinghow real women cook.Using authentic cookingprocesses.

Rounded taste of love!

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DEVELOP A BRAND PERSONALITY

• AUTHENTIC• GENEROUS

Made with natural, nutritious andsustainably sourced ingredients

ARCHETYPE: CAREGIVER / CREATOR

• INSPIRATIONAL• JOYFUL

Inspire cooking by creating simplesmart ideas.

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BRAND NARRATIVEInitiate a story of brand to create a long-lasting experience with consumer, in order to create brand loyalty.

FLAVOR OF HOME

Theme: For the Love of Flavour (because cooking delicious and nutritious food should be within everyone’s reach)

Plot: story of a mother and daughter, and reveals that the greatest flavor on earth is in fact the taste of home.

Start a story to connect emotionally with target consumers: Cooking embracers (Mainly mums who see food as pleasure not fuel and for whom their beloveds)

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DEVELOP A BRAND IDENTITY SYSTEMCOLOURS

GREEN YELLOW• Illustrates the natural & nutritious

attributes of product

• Highlights the inspirational &joyful personalities of brand

• Symbolizes the generouspersonality of a caregiver.

• Brings a warm feeling of a unitedfamily meal.

Soft strokes + Italic type + Red

Symbolizes family meal: full oflove

Consistently stick to 2 primarycolours: green & yellow

Images of dishes are illustratedattractively, naturally &nutritiously like they are cookedby mom.

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LOGO PACKAGING

POSM

1. Properties: sweet, smell like water of meat and bonecompact, and smell like traditional

1. PRODUCT + PACKAGE

3. Package: sightly, attracted the attention (because new product).Design package for favorable and easy expressive insight.

- Yellow Package: attracted customer + sightly- Design for favoable & easy for preservation: 3 layer alumiun(not wet) => can vehicles an angle for use and next use- Size fit with price and target audience. A little package for saving money (for new customer) about 100g, 200g until 500g, 1kg, 2kg

2. PRICEStagement price: low price. Because:

1. New product2. Product is essential3. Mentality: cheap and saving4. For fit for target audience (like analyze in part 1). => normal housewifes or VIP housewifes can use this product

(Starting price is 7.500 VND, after that 8 years up 11.000 VND⇒ Customer trust so Knorr add more new function and up

price)

3. PLACEForm existing marketTraditional & market: good “hoa hồng” for seller + provided cushelves=> Purpose is seller garniture a newproduct in front store

Long-term Strategy

1. First when starting, Knorr realized Vietnam economy is growing=> Supermarket, Hypermarket, grocery store appear moreGrowing 9% (2005) up 14% (2007) and 27% (2010)Big cities is: 15%, 24% and 37%

=> Garniture product in supermarket: Use money + reputationof Unilever for the best base.

Second, future tendency people is busy => they will not buyin market. They buy in supermarket and grocenry store ...Third, at this time, competition of Knorr dont strong approach this market.

Translate Brand Promise into Customer Experience Design

Promotion Place

PriceProduct + Package

2. Distribution on website and online shopping(vatgia.com – sieuthi24h.net – 2nmart.com ...)

3. Distribution near product of Unilever

2. Quality: certify of Bộ Y Tế (after that add vitamin A + nutrition)

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4. Promotion

WHY PROMOTION IS THE MOST IMPORTANT ?

(MOST IMPORTANT)

Truyềnmiệng

TV Báochí Internet Email

58 %

38 %

79 %73 % 72 %

1. Base on research of Nielsen in 2005. In Vietnam, 60% peopletrust advertisement. Ratting 8/10 country trust advertisement.

Besides, this is a table about trust in advertisement forms

2. Base on survey in big supermarket (at this time), Knorr realizecompetition have same price so what product can goodpromotion is the best seller3. Knorr is a new product in Vietnam. Have good function andreasionable price but customer dont know about that=> mass comunication for educate for them about functionbenefit.

⇒ Advertisement in TV và trial in supermarket, school, residential(after that when internet popular, Knorr build more in digital)

WHAT TARGET IN PROMOTION ?

WHAT FORM OF PROMOTION IS GOOD ?

1. When starting

- The media: TV, radio (analyze in left table)- Flyer, internet- Marketing in store: trial product- Poster in bus stop

- Promotion: bonus product- Free packages Knorr for consumer

- Campaign: Yellow Hòa Hưng Market (Dist. 10) => impress customer- Comunicate about Knorr save health and enviroment

2. Long-term visionAfter that impress customer, Knorr have a good stagement in Vietnam market, Then Knorr make different promotion for complete Knorr’s strategy.

=> Good impression when starting

- Sponsoring for coocking programs in TV- Creat good relationship with VN’s comunication (style of Unilever?) - Event: “Knorr tôn vinh ẩm thực Việt Nam” (2007) – “Viết công thức nấu Ăn mới với Knorr” (2009) và “Tết sum vầy cùng Knorr” (2010)- Sponsoring protect children center, orphanage, nursing home ...

⇒ Although keep a once style but unclear so now, Knorr dont have any impress special campaign. However, Knorr still complete this strategy by money

Women (22 - 45) have job, busy but still want to take care of their family

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THANK YOU