AiiM Industry MeetUp 30 May - Move up the value ladder - By The Purpose Group


Kyle MacDonald

July 14, 2005


80%

74%

106%

242%

54%

Brand Value/ Revenue

Brand improves both product worth and company value

Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of freestockphotos.biz

VALUE is(branding) aspects of quality,

attribute, experience, benefits,

association that brand captures

which consumers well perceive

and are willing to pay for.


Value we offer

Consumer’s cost perception


BRANDPURPOSE

®

AUTHENTICITY

Uniquly meaningful benefits that

improve consumers life

Create effective communication strategy to reach consumers anywhere anytime24/7 ENGAGEMENT

ACCOUNTABILITY

Be accountable of what the brand promises


AiiM_VDOs/1_Otop Thailand.mp4.mp4

AiiM_VDOs/1_Otop Thailand.mp4.mp4


How did they move up the value ladder?

• Improve Identity(packaging, brand)

• Improve quality (cleanliness, taste)

• Improve distribution (availability, point of sales)



• Provide solutions(New benefits, ease of use)

• Extend from core expertise (Build on base products)

• Create new usages (Show and tell)


NEW brand identity developmentPackaging and portfolio design



• Think of new possibilities(build on insight, usage & attitude)

• Invest in design (drive functionality & appearance)

• Build & Leverage brand (avoid having too many brands)

Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of Red Bull Highly confidential | All rights reserved | The Purpose Group 2015

LAUNCH IMPACT

Over 8Mil live streams on YouTube (World record)

Over 27Mil YouTube Views

3.2Mil tweets

Over 1Mil like on FB photo

820,000 pieces of positive content

50,000 distinct likes and shares

61.6Mil impression

46Mil likes on FB

4Mil subscribers Red Bull YouTube channel


Business Results

6 mths, sales

+7%to $1.6Bil

US market sales

+17%

Double digit growthSouth Africa

JapanSaudi Arabia

FranceGermany



• Be in touch(truly understand consumers’ interests & trends)

• Champion brand purpose(consistently bring to life brand purpose)

• Take risk, be experimental (try new things!!!)

Highly confidential | All rights reserved | The Purpose Group 2015Highly confidential | All rights reserved | The Purpose Group 2015

+ Look and feel of neighborhood STORE + Refreshing design with free coffee, tea

+ Free space for customer gathering Always on "Let's talk line"


+ Call customers by names + Promote local business


+ Give out without conditions



• Make service enjoyable(be personalized and friendly)

• Invest in experience (superior store designs and facilities)

• Be part of community (promote local interests)


How have we been moving up the value ladder?


2010 @ 2SKUs

2014 @ 16 SKUs


Better Taste

Healthier

More fun to drink

What is core benefits of soymilk


Tang Thanh Ha – the brand ambassador in partner

with Vinasoy brand to bring secrets to keep

natural beauty and health to women

“Natural beauty is not only naturally given”


Tang Thanh Ha and Vinasoy published the book

"Natural Beauty is Not Naturally Given" to endorse

women to live healthy and have Vinasoy as natural

healthy source of nutrition everyday for natural

beauty and health.


Tang Thanh Ha Film

AiiM_VDOs/VNS_film/Đột nhập biệt thự nhà vợ chồng Tăng Thanh Hà.mp4

AiiM_VDOs/VNS_film/Đột nhập biệt thự nhà vợ chồng Tăng Thanh Hà.mp4


Tang Thanh Ha TVC

AiiM_VDOs/Vinasoy original/Sữa đậu nành Vinasoy - Tăng Thanh Hà - Cơ thể khỏe khoắn - Tươi tắn làn da.mp4

AiiM_VDOs/Vinasoy original/Sữa đậu nành Vinasoy - Tăng Thanh Hà - Cơ thể khỏe khoắn - Tươi tắn làn da.mp4

AiiM_VDOs/Vinasoy original/Sữa đậu nành Vinasoy mè đen - Quảng cáo - HD - 15s - Tăng Thanh Hà.mp4

AiiM_VDOs/Vinasoy original/Sữa đậu nành Vinasoy mè đen - Quảng cáo - HD - 15s - Tăng Thanh Hà.mp4


Catering to all family members needs


4 TVCs of Fami

AiiM_VDOs/Fami_1-4/FAMI_1-4.mp4

AiiM_VDOs/Fami_1-4/FAMI_1-4.mp4


Fami CalciumSoy goodness fortified with calcium for bone strength

Hoc Vien Teen Cung to Drive "Cung" Bone Strength among the youth


Consumer Generated Content

AiiM_VDOs/FAMI_consumer generated/Consumer Generated_Đồ án Quảng cáo sữa FAMI.mp4

AiiM_VDOs/FAMI_consumer generated/Consumer Generated_Đồ án Quảng cáo sữa FAMI.mp4


Fami CalciumSoy goodness fortified with calcium for bone strength

AiiM_VDOs/Fami Calcium/Sua dau nanh Fami canxi - Quảng cáo 30s - 2013.mp4

AiiM_VDOs/Fami Calcium/Sua dau nanh Fami canxi - Quảng cáo 30s - 2013.mp4


Fami kidThe healthy soy goodness for kids growth and holistic

development


Fami kidThe healthy soy goodness for kids growth and holistic

development

AiiM_VDOs/Fami_kids/Sua dau nanh Fami Kid Socola - Quang cao sua dau nanh 30s - 2014 - Thế giới diệu kì của Fafa và Mimi.mp4

AiiM_VDOs/Fami_kids/Sua dau nanh Fami Kid Socola - Quang cao sua dau nanh 30s - 2014 - Thế giới diệu kì của Fafa và Mimi.mp4


VinasoyCorporate

International Science

Conference, 2014


VinasoyCorporate

International Science

Conference, 2015


Vinasoy CSR activities

throughout many years to improve community

health


How did Vinasoy move up the value ladder?

• Understand consumers deeply

• Fully explore the potential of soy goodness

• Base on passion and drive consistency


Mr. Ngo Van TuVinasoy CEO

“Vinasoy success has come from our whole-hearted dedication and genuine commitment to community health and building brands”


Mr. Ngo Van Tu Vinasoy CEO

“It is rare to find an agency who has in-depth knowledge in brand building and marketing and strongly devotes to our business and brands”


Brand purpose increases brand value and business growth.

The investment is worthwhile.


Relative Price

Relative Cost

Value capturing | 1. Profit Frontier


Relative Cost

Relative Price

Value capturing | 1. Profit Frontier


Value capturing | 2. Value Expansion


QUALITY LEADERSHIPINNOVATION

& INTEGRATION

COST LEADERSHIP

Value capturing | 2. Value Expansion


Value capturing | 3. Value Curve

Usage DesignCheapAvailability Brand


Value capturing | 3. Value Curve

Rate ServiceProductLocations Brand


better insights, better strategies, better ideas

and stronger executions

BMC Mindcaster Mash

Idea-driven brand

communication in

transmedia world

Service, lifestyle &

wellness PR

specialist

Creative, digital

technology & database


Thann Auttanukune

Business Development Director

[email protected]

Ha Thi Lan Huong

Managing Director, BMC

[email protected]

Nguyen Thanh Giang

Group Director, The Purpose Group

[email protected]

mailto:[email protected]



AiiM Industry MeetUp 30 May - Move up the value ladder - By The Purpose Group

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Transcript of AiiM Industry MeetUp 30 May - Move up the value ladder - By The Purpose Group