Elite young marketers 4 - assignment positioning - thai hoang - minh quang - minh hoang - quynh...

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QUANG MINH AI TRANG THAI HOANG QUYNH PHUONG HOANG JB ASSIGNMENT 7.1

Transcript of Elite young marketers 4 - assignment positioning - thai hoang - minh quang - minh hoang - quynh...

Page 1: Elite young marketers 4 - assignment positioning - thai hoang - minh quang - minh hoang - quynh phuong

QUANG MINH – AI TRANG – THAI HOANG – QUYNH PHUONG – HOANG JB

ASSIGNMENT 7.1

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Lingerie – Positioning chart

Category Segment (Value segment)

Consumer segment (Price segment)

Liberal & Confidence

Elegant & Asian feminine

Low Medium High

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Positioning statement Triumph: To… the Healthy Proactive Feminist, AB+, who want to strengthen their overall confidence as much as they can Triumph is… the premium lingerie That… gives them a perfectly fitted lingerie as been tailored for their own so they can be truly confident from the inner That’s because… Triumph is an iconic global lingerie brand since 1886

For whom What need Uniqueness RTBs Women (22 – 45 y/o)

Urban, AB+ Clear-head, sharp and keen

Fashion-updated, passionate, joyful as a busy multi-role player

A perfectly fitted lingerie as their own tailored one,

helping women to be confident from the inner

Styling a body shape into personal image

Prestigious German brand, The world oldest lingerie brand

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Brand Key Triumph

Iconic global lingerie brand since 1886

ROOT STRENGTH COMPETITIVE ENVIRONMENT •  Foreign -  Subsidiary/Distribution: VS, Guy Laroche, Annie… -  Franchise: Jockey, Calvin Klein •  Domestic: Vera

INSIGHT TARGET CONSUMER •  Women (22 – 45 y/o), Urban, AB+ •  Clear-head, sharp and keen •  Fashion-updated, passionate, joyful as a busy

multi-role player

“I want a perfectly fitted lingerie as it has been tailored for my own so I can appear more

proactive, independent and confident in my colorful life”

Style your curves

ESSENCE

BENEFITS •  Functional: Body-shaping •  Emotional: Sexy, sensual,

charming

RTBs Outstanding quality,

exceptional craftsmanship

VALUE/ PERSONALITIES •  Value: Liberal & Confidence •  Personalities: Healthy,

proactive, independent

DISCRIMINATOR

Styling a body shape into personal image

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Positioning statement Vera: To… the Charming Asian Feminine, AB+, who looks for an image of sensual elegance Vera is… the premium lingerie specially designed for Vietnamese woman That… treasure and highlight their body beauty so they can be always at their best charm That’s because… Vera is a leading domestic lingerie brand with Japanese-quality standard

For whom What need Uniqueness RTBs Women (22 – 45 y/o)

Urban, AB+ Elegant, mild, feminine

Trend-followed, warm, caring in a modern Asian character

Styling every body shape into sensation

Vietnam high quality certificated brand Leading domestic

lingerie brand, Japanese quality

standard

A sexy and elegant lingerie that highlights body beauty within an

Asian feminine character

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Brand Key Vera

Leading domestic lingerie brand

ROOT STRENGTH COMPETITIVE ENVIRONMENT •  Foreign -  Subsidiary/Distribution: VS, Guy Laroche, Annie… -  Franchise: Jockey, Calvin Klein •  Domestic: Vera

INSIGHT TARGET CONSUMER •  Women (22 – 45 y/o), Urban, AB+ •  Elegant, mild, feminine •  Trend-followed, warm, caring in a modern Asian

character

“I want a sexy and elegant lingerie highlighting my body shape so that I can appear more charming

in my spouse’s eyes”

A sense of style

ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR

RTBs BENEFITS •  Functional: Body-shaping •  Emotional: Sexy, sensual,

charming

•  Vietnam high quality certificated brand

•  Japanese quality standard

•  Value: Asian feminine •  Personalities: Elegant, soft,

mild, mysterious charm

Specially designed for Vietnamese women to treasure and highlight their body beauty

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Soluble coffee – Positioning chart

Category Segment (Value segment)

Consumer segment (Driver segment)

Vinacafe Original & Authentic

Nescafe Masculine

2-in-1 3-in-1

G7 Innovative

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Positioning statement Vinacafe: To… the Delicate Genuine Veteran, 30 – 55 y/o, who respect traditional value and an authentic way to enjoy life Vinacafe is… a natural flavor soluble coffee That… offers them an original Vietnamese coffee flavor like the distilled taste of life That’s because… Vinacafe is a national heritage brand since 1968

For whom What need Uniqueness RTBs

Men (30 – 55 y/o) Urban and rural, ABC+

Mature, experienced, dignified Conservative, nostalgic taste of life

Respect traditional value, has a genuine and distinct life enjoyment

A delicate and authentic way to enjoy life through a

natural and original Vietnamese coffee flavor

5 original flavors of Vietnamese

coffee

8 types of coffee beans from 8 famous coffee planning

region in Vietnam The formula of 100% coffee

bean

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Brand Key Vinacafe

National heritage brand, est. in 1968

ROOT STRENGTH COMPETITIVE ENVIRONMENT

•  Foreign: Nescafe •  Domestic: G7

INSIGHT TARGET CONSUMER •  Men (30 – 55 y/o), urban and rural, ABC+ •  Mature, experienced, dignified •  Respect traditional value, has a genuine

and distinct life enjoyment

“I want a cup of original Vietnamese coffee that is easy to make and ready to drink in a little time”

A distilled flavor of time

ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR

BENEFITS •  Functional: Natural, original

Vietnamese coffee flavour •  Emotional: Familiar, delicate

•  8 types of coffee beans from 8 famous coffee planning region

•  The formula of 100% coffee bean

•  Value: Original & Delicate •  Personalities: Experienced,

conservative, nostalgic

5 original flavors of Vietnamese coffee

RTBs

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Positioning statement G7: To… the Modern Aspiring Revolutionist, 20 -35 y/o, who looks for the creativity, inspiration and brain work stimulation G7 is… a Vietnamese coffee, specially designed for innovative minds That… offers strong smell and rich flavor coffee, enabling their innovative thought That’s because… G7 is the Vietnam top real soluble coffee brand

For whom What need Uniqueness RTBs

Men (20 – 35 y/o) Urban, businessmen,

entrepreneurs or white collar Modern, dynamic, ideal-driven.

Aspiring warriors, usually drink coffee when working and

studying

Strong smell and rich flavor coffee that stimulate the creativity and brain work

Real Buôn Mê Thuật coffee

Unique recipe and know-how

Specially designed coffee for

innovative minds

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Brand Key G7

Vietnam top real soluble coffee brand

ROOT STRENGTH COMPETITIVE ENVIRONMENT

•  Foreign: Nescafe •  Domestic: G7

INSIGHT TARGET CONSUMER

•  Men (20 – 35 y/o), urban, businessmen, entrepreneurs or white collar

•  Modern, dynamic, ideal-driven. Aspiring warrior, usually drink coffee when working and studying

“I want a cup strong-smell and rich-flavor Vietnamese coffee whenever I work/study which can stimulate my

innovative minds”

Coffee for creative aspiration

ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR

RTBs BENEFITS

•  Functional: Strong-smell, rich flavor Vietnamese coffee

•  Emotional: Creative stimulate

•  Value: Innovative •  Personalities: Modern,

reckless, nonconformist

•  Real Buôn Mê Thuật coffee •  Unique recipe and know-how

Specially designed coffee for innovative minds

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Positioning statement Nescafe: To … Trendy Manly Youngster, 18 – 32 y/o, who want to show their masculine ego Nescafe is… a Vietnamese flavor coffee with international quality That… offers them a superior rich Vietnamese coffee flavor, helping them show their manly style That’s because… Nescafe is iconic global brand, most-favored soluble coffee in the world since 1938

For whom What need Uniqueness RTBs

Superior rich Vietnamese coffee flavor that help them show their manly

style

Men (18 – 32 y/o) Urban, undergraduates and

office men Individual, self-affirming,

stylish, trendy Eager to explore new thing,

new challenge

Vietnamese flavor with international

quality

Localized taste by global standard

technique

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Brand Key Nescafe

Iconic global brand, most-favored soluble coffee in the world since 1938

ROOT STRENGTH COMPETITIVE ENVIRONMENT

•  Foreign: Nescafe •  Domestic: G7

INSIGHT TARGET CONSUMER

•  Men (18 – 32 y/o) •  Urban, undergraduates and office men •  Individual, self-affirming, stylish, trendy •  Eager to explore new thing, new challenge

“Drinking a cup of superior rich Vietnamese coffee flavor is a way I perform my manly style”

ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR

RTBs BENEFITS

•  Functional: Superior rich Vietnamese coffee flavor

•  Emotional: Strong, bold

•  Value: Masculine •  Personalities: Manly, trendy

Localized taste by global standard technique

Vietnamese flavor with international quality

100% Vietnam coffee