A S S I G N M E N T 2.1

QUANG MINH | QUYNH PHUONG | BAO NHU | AI TRANG

STEP 1 Extract Explicit Short & Long-term Business Goals as Drivers of Brand Vision

STEP 2 Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

STEP 3 Develop Customer Needs - Drivens Segmentation with Perspectives on Competiton & Segment Economics

STEP 4 Develop a Brand Vision linked to the Corporate or Business Unit Business Strategy

STEP 5 Develop a Brand Promise

STEP 6 Develop a Brand Positioning

STEP 7 Develop a Brand Personality

STEP 8 Develop a Brand Narrative

STEP 9 Develop a Brand Identity System

STEP 10 Translate Brand Promise into Customer Experience Design

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• Sponsor for Binh Duong Football Cup - Laser Cup• TVC “Đi trước một bước”à Gain awareness

STRENGTH:Fresh beer without sterilization which keep a lot nutrition

POSITONING: “The first bottled fresh beer in VN”

TARGET SEGMENT: Premium(Price: Laser > Heineken > Tiger)

BUT…Vietnamese consumers still perceived “fresh beer” just like “bia hơi” - kind of cheap beer for average-low income people

“Đóng chai” positioning stop Laser from growing long-term (beer can consumption is large). At that time, HeinekeN: 70% premium beer market already

After 8 months

LASER FAILURE FACTORS: Consumer understanding(Laser have to change “fresh beer” perception first);Segmentation; Economic situation (Laser didn’t see thegrowth possibilities clearly from the start)=> Can’t create niche market like Laser want to

Lencii – Top of mind for every teenage girls in choosing silk for “Ao dai” àHow could Lencii make this happen?POSITIONING:“Áo dài cho những học sinh nữsành điệu”STRENGTH:

Stylish High qualityTARGET SEGMENT:Teenagers in Highschool in urban citiesLive in wealthy families

WHY DID THEY SUCCEED?Þ Choose the right segmentation to tap base on both

consumer’s perspective (stylish,well-design) and economic situation (high-income families are increasing)

Þ Efficient communication to target consumer through exact touch-points ( Social Media, Hot V-Teen competition..)

Þ Create successfully niche market

THE SUCCEESSTHE FAILURE

EXAMPLE CASE à Choosing the RIGHT TARGET consumer which has economical growth will be the FOUNDATION for brand strategy and vice versa.

Thai Tuan realized that 20% students are in wealthy families and willing to pay for stylish silk with high price for fashion school => tap to this niche market.

- 66% of marketers don’t know what a customeris worth and are thereby losing a significantincrease in sales.

(r2integrated.com)

- Customer-centric companies were 60% moreprofitable compared to companies that werenot focused on the customer.(Research by Deloitte Touche Tohmatsu Limited)

OBSERVATION: Consumers now- Smarter with the help of social media (can easily read comments, reviews and compare products)- More demanding & selective in brands they chose to spend money

1. CONSUMER 1st ?

WINNING BRAND: START WITH YOUR CUSTOMERS

connect in a relevant way

Step 1 Develop Customer Needs - Drivens Segmentation with Perspectives on Competiton & Segment Economics

FROM BUSINESS PERSPECTIVE: profit first so a clear business goal from the start keep the business on the right track for the long road ahead & push people to try hard in order to earn profit base on the goal.FROM MARKETING PERSPECTIVE: consumer first trying to focus on customers & to adapt the customer to his brand not vice versa.Both think long-term but as a marketer, strategic marketing thinking comes first & we believe that putting consumer first iss the base to drive consumer loyalty & revenue growth following

2. SEGMENTATION: BASIS ?

Consumers have DIFFERENT needs, desires and prioritiesà NOT POSSIBLE to meet all those expectationsà Use that consumer data to systematically group

consumers with common attributesà Discover the POTENTIAL NICHE MARKETSà Develop new consumer insights (relevant with brand

core)OR Create niche products (new brand)

“Segmentation: the basis for offering superior value to particular customer groups and thus for developing a STABLE & PROFITABLE MARKET POSITION.”

(Do or Die: Market Segmentation and Product Positioning, by Ravi Kalakota and Andrew B. Whinston)

Step 1 Develop Customer Needs - Drivens Segmentation with Perspectives on Competiton & Segment Economics

The objective of business is to EARN PROFIT

Customer segmentation is to help companies identify their MOST PROFITABLE CUSTOMERS

+=

SEGMENTATION FIRST

WHY?

3. ECONOMICS ?

The attractiveness of a target market:• Size• Growth possibilities• Promise of the long-term profitability(Marketing Management, by M. C. Cant,J.

W. Strydom,C. J. Jooste)

BUT NOT ENOUGHBrand must combine it with perspectives of the existing & future economics of that industryto see the potential profitability clearly so as to make segmentation become more useful & actionable

Consumer segmentation base• Demographic (age, gender, income,

family stage, v.v)• Geographic (location)• Psychographics (lifestyle, characteristics,

value & belief, v.v)

1,2,3 THIS STEP is needed to be done FIRST in order to understand deeply about consumers , find the long-term profitable & potential market

Brand need to find which segments of customers that are attractive FROM A PROFIT PERSPECTIVE

Step 3 Develop Customer Needs - Drivens Segmentation with Perspectives on Competiton & Segment Economics

Brand can use those base to determine how large & profitable the target market is

Step 2: Extract Explicit Short- and Long-Term Business Goals as Drivers of Brand VisionAn effective strategy should act as bridge between the past and the future. It involves judgments and decisions about when to commit and be willing to bet, when to delay making a commitment, when to kill something that won’t work and when to change the rules of the game.

v Will provide services deployed on all provinces / cities, deployment of fixed telephone network, expand investment VDSL internet line 2+ target of 50-55% Ftel is shifted to 2015 compared with 25-30% of customers in Hanoi and HCMC. Ho Chi Minh from the nodules using ADSL 2+ services to VDSL 2+).

v Promote globalization, provide solutions and best practices, promote the development of customers in Southeast Asia and Japan in the global economy.

v To raise market share: FPT Telecom now holds 30% market share of telecommunications services. In the period 2010-2015 will increase its market share to 40% in telecom services.

v Maintaining and improving growth in the coming years from 40% to 45% and maintain the development orientation of the company

v In the period from 2010-2015, FPT growth targets of 30% over the previous year in terms of revenue and profit before tax

FPT Telecom's objective is simply integrating allservices that helps consumer get all services inone step in their daily lives.

Example, in the period 2010 to 2015, FPT Telecomaims to operate telecommunications services areconsolidated and developed the company tobecome the leading enterprises in Vietnam fortelecommunications services, as follows:

Leading enterprises in Vietnam for telecommunications services

BUSI

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VISION

The first step is define who the key stakeholders are. It can include the CEO, CFO, VP Brand, VP Marketing, employees to suppliers

The next step is to determine & work out their power, influence, interest and intent.

The final step is to develop understanding of the stakeholders so you know their requirements and so that you can win their support

KEY STAKEHOLDER ANALYSIS

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Step 3: Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

The benefits of using a stakeholder-based approach is that • You can use the opinions of the most powerful stakeholders to shape your branding projects at an

early stage. • Their input can also improve the quality. • Communicating with them early and frequently can ensure that they fully understand what you

are doing and understand the benefits of your work.

Step 4: Develop a Brand Vision Linked to the corporate or business unit business strategyCrafting a brand vision forces you to think where you want the brand to be over the longer term to support the strategy. It also provide guidelines to determine what kind of research to put in place to monitor brand building progress and return-on-investment. The most important thing is that it gives you a starting point to start developing other elements to support brand promise’s delivery.

“To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

A brand vision• reflects and supports the business strategy• differentiate from competitors• resonate with customers• energize and inspire employees and partners

When absent or superficial, the brand will drift aimlessly andmarketing programs are likely to be inconsistent andineffective.

The brand vision model (formerly the brand identity model)is one structural framework for the development of a brandvision with a point of view that distinguishes it from others inseveral ways:• A brand is more than a three-word phrase.• The extended vision elements provide a useful role.• The brand vision model is not a “one size fits all” model.• The brand vision is aspirational.• The brand essence represents a central theme of the brand vision• The brand position is a short-term communication guide for

reaching you target audience.

Become the company most known for changing the worldwide poor-quality image of Japanese products.

A computer on every desk and in every home; all running Microsoft software.

Step 5: Develop a Brand PromiseA brand promise is totally different from brand strategy or performance. It is about people. A promise is conveyed by everything people see, hear, touch, taste, or smell about your business. Most importantly, a brand promise humanizes the mission statement and makes it easy for everyone in the organization to understand how company creates value and how they impact the customer experience directly and indirectly in a way that adds or detracts value from it.

“The Ultimate Driving Machine”This bold statement is the driving force behind BMW’s brand. They aim to produce only the most efficient and elegant vehicles and their brand promise states this with confidence.

“To inspire moments of optimism and uplift.”Coca-Cola’s brand promise takes a bit of a different route. It does not mention the product or service, but instead aims to convey a mindset held by all of those that are a part of the company. With a brand promise like this, Coca-Cola positions themselves as a lifestyle brand that is about much more than just manufacturing popular drinks.

“We are Harley Davidson.”Harley Davidson have had a number of different brand promises through the years, but all of which revolve around the simple fact that there is nothing like a Harley. The cultural icon needs little explanation, and so their most recent brand promise doesn’t attempt to be anything but simple and to-the-point, promising a consistent experience with their company every single time.

Step 6: Develop Brand PositioningThree questions must be answered. What is the brand for? Who is the brand for? When is the brand for? and Who are the brand’s competitors.

What is the brand for?The meaning of your brand.

Who is the brand for?Your most profitable segments.

When is the brand for?The occasion when the purchase or consumption takes place.

Who are the brand’s competitors?Who are the direct and indirect competitors that threaten your brand’s mind, heart, and market share?

OLONG TEA PLUS – Uống cho ngày thêm nhẹ.

What is the brand for?The lightness both mentally and physically in people’s stressful life. Who is the brand for?Man and women aged 18-35 mostly in cities suffering a stressful daily routine or care about health. When is the brand for?Cooling, used for more nutritious mealsWho are the brand’s competitors?Green Tea brand: Trà xanh 0 độ, C2Other competitors: Dr Thanh

Way to create Your Brand Promise?• What is the value proposition of the brand to its

constituents?• What are the points of parity and differentiation

between the brand and its competition?• What are the attributes (the values/beliefs) of the

brand?• What, then, is the brand promise?

Step 7: Develop Brand PersonalityThis is the emotional character and association in consumer minds about your brand with certain human personality traits, such as, expression, interaction and behaviors, etc.

STEP 8: Develop Brand Narrative - Brand storyYour brand narrative is what people say about you, and how they connect emotionally with your product or service. It is all about storytelling of your brand, what people say about you and how they connect emotionally with you product or service.

A good brand narrative is the incomparable force multiplier. This is because people naturally want to be part of something bigger, they want to matter, and they want their lives to have meaning. Most of all, they want to become part of a gripping narrative.

With a consistent and compelling brand narrative, employees become ambassadors for your brand and products; stakeholders promote them; earned media becomes easier to obtain and, perhaps most importantly, you can create a buzz within the industry and target audiences. And it’s as easy as telling a story.

“Somehow we’ve come to believe that greatness is a gift, reserved for a chosen few. For prodigies. For superstars. And the rest of us just stand by watching. You can forget that. Greatness is not some rare DNA strand, it’s not some precious thing. Greatness is not more unique to us than breathing, We are all capable of it. All of us!”

PersonalityAxe men's toiletries brand has the kind of personality that sends the ladies running. He's a middle school aged kid who managed to sneak into the college spring break festivities.

Axe is sarcastic, lewd, girl-crazy, excitable, and completely immature. In every execution, Axe manages to annoy women by continually bringing up stereotypes (women can't resist chocolate), and portraying us as easily manipulated, and there for mens' pleasure. It has more, less easily described, but completely offensive ads that could only appeal to an emotionally stunted horndog.

All in all, Axe is the kind of guy you didn't need a mother's warning to stay away from in high school. Axe's brand personality might come across in a real guy as having no personality at all, or at least no class.

What is brand personality?Personality traits are what the brand will live and die forBrand Personality is a set of human characteristics associated with a brand, like human personality, is both distinctive and enduringBoth are built over a period of time.

Why use brand personality?Enriches understandingHelps gain an in-depth understanding of consumer perceptions of and attitudes towards the brandContributes to a differentiating identityCan differentiate brands especially where brands are similar in product attributesCommunicates the brand identity with richness and textureCreates brand equity

One of the key drivers to build brand strength are creating a distinct brand identity.

Brand Identity is not just the logo.Brand Identity System is a collection of VISUALCOMPONENTS working together to create aunified & consistent brand assets.

A logo is the CENTRAL, IDENTIFIABLEVISUAL element that helps customersdiscover and remember a brand.

logoLOGO

IDENTITY SYSTEM

(Logo; Key colors; Color pallete; Typography; Consistent image style)1 Sans Serif font

1 Handwriting font

Step 9: Develop a Brand Identity System

Brand Promise:” Prudential always listens and understands people in order to improve consumer life quality”

Þ How they translate into “customer experience”?

- Competitively various price with large range of products which solve different needs of consumer.- Consumer will be listened and understood carefully and promptly through their tools on website and consumer events- Endeavor to provide the greatest satisfaction for consumer through hotline/customer service systemthat every problem will be solved within 30mins- Prudential staff are friendly and supportive to serve their consumers- Prudential organizes and sponsors competitions, activities which aim to develop Vietnamese education, support troubled lives => improve life quality

• When a brand experience strategy is developed, we need to come up with ideas about how to deliver the brand promise

Þ Focus on Customer Experience Strategy• Some questions that we can base on to find out the

best way translating brand promise into consumer experience:1. How do we provide a snapshot of what if is like a day in the life of consumer? How could we make their life easier?2. With that, how do we identify opportunities to create customer engagement?3. How do we map these customer engagement opportunities against the brand vision?4. What are the economic implications of these ideas?5. How do we measure progress and success? What are the key matrics?

Step 9: Translate Brand Promise Into Customer experience vision for Brand Delivery

Step 1:DevelopCustomerNeeds–DrivenSegmentationwithPerspectivesonCompetitionandSegmentEconomics

• Budweiser’s targeted segmentation is the premium beer.• At the time ABInBev decided to come to Vietnam (2014), they see many potentials in this market:• 1.Segment growth• Beer consumption: 2.3 billion litres/yea (the biggest beer consumption in southeast asia)• The total beer market has the average growth of 15% /year• Sales of beer in the market is expected to increase an average of 10% per year in the period 2010 – 2020• 2. Customer behavior• Vietnamese people drink beer the most when they are with friends (24%)• 25% of drinkers enjoy beer in bar/pub/beer club, this ratio increases in premium beer segmentation• The appearance of bar/pub/beer club increases continually to satisfy customers’ rising demand on night life• The trend of EDM increases, with the milestone of “The Remix” in the end of 2014• People require the more premium beer than Heineken to express themselves in premium parties

• 3. Price• With the universalization of Heineken, people have got acquainted with the price of premium beer, and they are willing to pay a higher level of money

for this segmentation

• In conclusion, this segment profitability is extremely high, and Budweiser is the global strongest brand, so Budweiser decided to come to this market.

Step 2: ExtractExplicitShortandLong-TermBusinessGoalsasDriversofBrandVision• Short term goals: • Come to Vietnamese beer market, focus on premium segmentation,

build a factory to attack on this attractive segmented market• Long term goals: • Do not focus on benefits, graduallyacquiredmarketshareoftheleadingbeercompanyinVietnam,especially in premium segmentation

• Develop more products in lower segmentation, puttingpressureontheotherbrewersbase on financial strengths.

• Become Asia’s fastest growing beer brand

Step 3: ConductKeyStakeholderAnalysistoCaptureImplicitBrandRequirements

Step 4: DevelopaBrandVisionLinkedtotheCorporateorBusinessUnitBusinessStrategy• We are the “King of Beers”, which own the highest quality with

best flavor in the world. Along with the services and relationships, we will add to life’s enjoyment, enrich as well as entertain a global audience, and deliver superior returns to our shareholders.

Step 5: DevelopaBrandPromise

• Budweiser delivers to customers a masterpiece among beer products, which is different comparing with other brands even in every steps of manufacturing, so as to fulfill the joyfulness of customers.

• Reasons to believe:• Long-time brewing recipe, from 1876• The number one beer brand in American and over the world• Use the best fresh, natural ingredients in the world, with key process

of beer brewing, beer marination in cella before special packaging. Everyday, all factories in the wolrd send the samples to headquarter of BUD to check and ensure the consistent quality.

Step 6: DevelopBrandPositioning

• What is the brand for?• Bring the premium image and identity to drinkers, give them the feeling of enjoying the ”King of Beer” in

America and over the world, as well as fulfill their joyfulness in parties.• Who is the brand for?• Budweiser is the premium beer that target young customers from 21 to 30 years old. Those customers

always desire to show their own identity, do not afraid of being different. They always want to try new things, love joyful and crowded events. Most of them drink beer when hanging out with friends.

• When is the brand for?• Consumers of Budweisers will drink beer especially in parties, bar/pub/beer club, when gather with

friends or relations, when they want to express the identities, express the feeling of joyfulness.• Who are the brand competitors?• All beer brands target on premium segmentation in Vietnamese market, including Heineken and Sapporo

Step 8: DevelopaBrandNarrative

• “Budweiser, with the spirit of “Not Backing Down” from 1876, does not follow the trend, does not serve everyone, just for the ones who want to be different, deserve to enjoy best beer flavor, the King of Beer: Filtered out from the most perfect ingredients, brew in 30 days for perfect balance flavor, the first beer brewed with Oak wood, and have one premium quality across 140 years.”

Step 10: TranslateBrandPromiseintoCustomerExperienceDesign• Campaign “SamesameBUDdifferent” – the perfect differences

from best premium beer from America• Social channel: Clip chain about Budweiser manufacturing

process• EDM parties sponsorship, target on people desire having own

different identities.• Brand ambassador: Hoang Touliver, Toc Tien – Vietnamese

best EDM producer and singer, always have different and high quality choices, not only on music, but also on lifestyle and beer flavor.