ASSIGNMENT 9.2 – [Brand positioning][Oanh-Ha-Dung]

SOCIAL CONTEXTMarketing is a attractive field to Young students.

There is no real professional contest for them. No school in Vietnam give them the professional platform.

The need in Marketing knowledge from Aiim/ bMG is growing considerably

BRAND CONTEXTThere is no professional Marketing CSR project for students

Young marketers want to be the 1st and leading professional marketing organization in Vietnam

Young Marketers will create a professional environment for young marketers to challenge themselves and try hard to transform in marketing world to:

- Build the top professional Marketing generation in Vietnam- Affirm the position of Vietnam marketers to the international

BRAND OBJECTIVE

Segmentation is based on 2 elements: Freshness & Passion in Marketing.

We choose: 18 – 24 with nearly 29,930 people. They are: - Male & female - Living in HCMC - Students or fresh graduates - BC+ -Potential and passionate about Marketing – Fresh in Marketing

They are in millennials generation – who are

• Eager to learn and develop

• Driven by Passion, Seeking a Mission

• hurry for success, clear objective in career, show off who I am – what can I do

• want to create value not only for themselves

• Marketing can help them solve the problem and enable them help others people/ the community

As a young and passionate people, my ultimate success is show to the world and to myself that who I am and what value I can create for the society. I choose marketing to develop my career because it’s the way to help me understand the root cause, solve the problem and create value, so I need a strong and professional base that can empower and lead me to my own success.

WHO ARE THE TARGET AUDIENCE

INSIGHT

To(Target consumer)

• 18-24 years old. Students from Vietnamese colleges & universities• Want to build their career in Marketing

Young Marketersprovides…(Benefits)

• Professional & practical knowledge• Empowered to chase your dream

That…(Discriminator)

Only Young Marketers empowers you by your own professional attitude

That’s because…(RTB)

• Professional & intensive contest• Empower-ers are top Marketers in VN• Owning professional knowledge system

B R A N D P O S I T I O N I N G S T A T E M E N T

ROOT STRENGTHS• Passion, knowledge and experience of empowers

• Professional experience through YM Contest and activitives

COMPETITIVE ENVIRONMENTAny educational organization/

competition in which our target consumer might join to

get professional marketing knowledge.

TARGET CONSUMER18-24 years old. Students from Vietnamese colleges & universities, who want to build their success in Marketing.

I choose marketing to develop my career because it’s the way to help me understand the root cause, solve the problem and

create value, so I need a strong and professional base that can empower and lead me to my own success.

BENEFITS• Professional & practical

• Empowered to chase your dream

knowledge

VALUES, BELIEFS PERSONALITY

Professional, Inspiring, Real experience,

RTB• Professional & intensive contest• Empower-ers are top

DISCRIMINATOR

Only Young Marketers

empowers you by your own

Empower the next

marketing generation

Connection,

Feasibility, Tend to int’l standard

Marketers in VN• Owning

professional knowledge

professional attitude

Y O U N G M A R K E T E R S – PORFOLIO

Was born in 01/04/2013 as a CSR initiative of Redder AdvertisingWith the mission of Empower the next marketing generation

YM Elite Development Program

The exclusive training anddevelopment programempowering the best talentsin Young Marketers contestwith fundamental marketingknowledge & professionalattitude.

YM Connection

The platform to connectwith and empower themarketing/business clubsor associations atuniversities (hereby thepartners) to bring a part ofYMEDP to a bigger scaleand drive the partners’activities to a better andwider impact.

YM Initiatives

Empowermarketing for acause. A platformto empower theyouth to make theworld a betterplace to live.

Young Marketers contest

Inspire, empower andseek for the talents inVietnamese studentsnationwide.