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

COMPETITIVE ENVIRONMENT

Indirect competitors: • Marketing center: AiiM, BMG • Universities, University clubs • Academic institute: ERC, FPT • Organization: NGOs, NPOs

SOCIAL CONTEXT

• Most of Students in Vietnam are in lack of soft skills and essential fundamental knowledge. • Marketing is an attractive field to Young students.

• There is no real professional contest for them and no school in Vietnam gives them the essential fundamental platform.

B A C K G R O U N D

BUSINESS CHALLENGE To build the top Marketing education platform for Vietnamese students

BRAND CHALLENGE To build the first impressive step to approach to students

Brand objective

Build a platform to raise student’s awareness, engage and empower them

Brand’s strength

Having participation of top Marketers in Vietnam and valuable fundamental knowledge system

B R A N D K E Y

.

WHO? WHAT NEED?

18 – 24 with nearly 29,930 people. Living in HCMC , Students or fresh graduates, Potential and passionate about Marketing & Fresh in Marketing. - Driven by Passion, Seeking a Mission - Want to contribute for Social Activities - Eager to learn and Develop - Hungry for success

- An academic & professional and practical play yard

- A trustworthy sharing place - Connection with the top professionals in

Vietnam

Marketing critically contributes to my ultimate success of declaring who I am and what value I can create for society. However because of poor knowledge and skills to walk on that journey, I need a strong and

professional foundation that can empower and lead me to my own success

DEMAND SPACE

INSIGHT

B R A N D K E Y

BENEFITS • Fundamental & practical knowledge

• Empowered to pursue your Marketing desire

DISCRIMINATOR Only Young Marketers empowers you by

your own professional attitude

REASON TO BELIEVE • Professional & intensive contest

• Empower-ers are top Marketers in VN • Owning professional knowledge system

VALUES, BELIEFS & PERSONALITY Professional, Inspiring, Real experience,

Connection, Feasibility, Tend to international standard

ESSENCE Unleashing Marketing Generation Potential

B R A N D K E Y

ROOT STRENGTHS • Passion, knowledge and experience of empowers

• Valuable knowledge system

COMPETITIVE ENVIRONMENT Any educational organization/

competition in which our target consumer might join to

get professional marketing knowledge.

TARGET CONSUMER 18-24 years old. Students from Vietnamese colleges & universities, who want to build their success in Marketing.

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

UNLEASHING MARKETING GENERATION POTENTIAL

Connection,

Feasibility, Tend to int’l standard

Marketers in VN • Owning

professional knowledge

professional attitude

Marketing critically contributes to my ultimate success of declaring who I am and what value I can create for society.

However because of poor knowledge and skills to walk on that journey, I need a strong and professional foundation that can

empower and lead me to my own success

To (Target consumer)

• 18-24 years old. Students from Vietnamese colleges & universities • Need a place to for sharing & empower in Marketing

Young Marketers provides… (Benefits)

• Fundamental & practical knowledge with professional attitude • 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

Y O U N G M A R K E T E R S - EXECUTION

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

YM Elite Development Program The exclusive training and development program empowering the best talents in Young Marketers contest with fundamental marketing knowledge & professional attitude.

YM Connection The platform to connect with and empower the marketing/business clubs or associations at universities (hereby the partners) to bring a part of YMEDP to a bigger scale and drive the partners’ activities to a better and wider impact.

YM Initiatives Empower marketing for a cause. A platform to empower the youth to make the world a better place to live.

Young Marketers contest Inspire, empower and seek for the talents in Vietnamese students nationwide.