Brand is a promise.Building a brand is like building a promise.

Building it successfully is a hard job, but keep it sustainably growing through time is even harder.

MINH QUANGMINH CHÂUHOÀNG YẾNYẾN ANH

ELITE DEVELOPMENT 4ASSIGNMENT 1.1

4 MAIN STEPS TO BUILD A SUCCESSFUL BRAND

Define the target

Analyze competitors & market

Create the brand mission with the key UNIQUE & RELEVANT quality & benefit

Create Brand identity that truly expresses brand promise

Conduct Advertising, PR, Promotion…

Consistently satisfy consumers with its promise in product experience stage

Innovate and Renovate product & brand to better serve consumers through time when market and people evolves

THAT REQUIRES CONTINUAL PASSION, EFFORT & DETERMINATION.

ESTABLISH THE PROMISE

MAKE SPEAK OUT

THE PROMISE

COMMUNICATE KEEP/DELIVERSTRENGTHEN FULFILL

THE PROMISE

REINFORCE THE PROMISE

……………………………………..TRANSPORTATION INDUSTRY

Flight wasfor the rich

Buses and trains were the most popular in long-haul transportation. However, they often

incurred long duration. unsolved problem

AVIATION INDUSTRYVietnam had a high demand for flights as its geographic territory stretches North-South. Growth rate in 2011 was 14% (source). Aviation was a potential yet tough industry (the failure of Indochina Airlines, Air Mekong, Trai Thien Cargo, Vasco and Blue Sky Air). VNA was the key player, JPA (sub of VNA) seconded.

A state-owned company with elegant brand. Focus on business people with

high income.

A subsidiary of VNA, focusing on low-cost

segment direct competitor of VJA.

BRAND PROMISETo make flying become affordable to the general public.

MAKE

TONE OF VOICEFriendly, youthful Not only to distinguish itself from VNA but also make people feel more associated with flying (which were deemed as luxurious at that time)

……………………………………..COMMUNICATE

SLOGAN‘Bay là thích ngay’ appeal people to flying

BRAND IDENTITYLogo with lively strokes YOUNGColor code: Red & yellow ENERGETICDress code YOUTHFUL

TVCMessage: ‘Giá rẻ hơn, bay nhiều thêm’ (Save more, Fly more) always focus on low costYoung image: flight attendants in dress code, flash mob, dancing, youthful melody,…

Promotion: Various promotions, especially during travelling seasons or when introducing new routes

Price:• Commit to low price to compete with trains/buses

……………………………………..DELIVER

Easy access: VJA tickets can be bought easily through many channels• VJA website (mobile friendly)• Hotline• Travel agencies• Partnering applications (e.g. Traveloka)

Constantly expand its scope, especially in international flights (now, travelling abroad becomes easier than ever thanks to Vietjet Air)

Changes in the consumers/market

Other low-cost carriers are joining Vietnam aviation market, the consumers are more demanding. They even expect high-class quality for low-cost flights. VJA needs to improve its service quality

……………………………………..STRENGTHEN

MARKET ANALYSISTelecom market was dominated by Mobifone and Vinaphone since 2000High network connection and subscription fee

• Pioneer in telecom market

• Premium brand that serves high-income users

• Monopoly since 1995

• The first to be available in every areas throughout Vietnam • Viettel Brand Promise

COMPETITORS ANALYSIS

Daily innovation to serve customers as individuals.

• Business PhilosophyListening to and understanding each customer’s requirement in order that they can receive individually tailored services.

• TargetMobile service users in need of affordable price

A GAME-CHANGER SINCE 2004Positioned as cheap mobile service

brand for everyone

…...............………………………………..MAKE

Iconic Logo• A pair of quotation marks meaning that

Viettel respects every speeches, even one single word.

Slogan“Say it yorespect ur way” illustrates Viettel’s desire, for every customer

CONSISTENT COMMUNICATION MESSAGE

“Viettel. Hãy nói theo cách của bạn”

• Text: VIETTEL is centered in the logo to demonstrate Viettel brand philosophy – “Human is Viettel’s greatest asset"

All things you do that help your target audience place your brand in their mind for such category

BRAND IDENTITY

COMMUNICATION EXECUTION

TVC

https://www.youtube.com/watch?v=XcsYbzMqfvQhttps://www.youtube.com/watch?v=aRQjnkmJDe8https://www.youtube.com/watch?v=esQ3EHPjwVY

Viettel stores

POSM

…...............………………………………..COMMUNICATE

How you meet your customers expectation throughout their journey with your brand: before, during and after

PRICE STRATEGY• Low price => make it affordable to everyone to use

mobile services as they wish• Price strategies is customized for each target

customers (i.e students, farmers)• Ever since 2004, Viettel has always been the mobile

service operator with cheapest fee

Informative website

DISTRIBUTION STRATEGY

Be accesible everywhere

Exclusive: Viettel storesIntensive: mobile service agents; grocery stores, etc

PROMOTION SERVICE

Monthly promotions for users

24/7 hotline to provide service for users (mobile service, Internet, homephone, etc)

…...............………………………………..DELIVER

EXPAND PRODUCT PORFOLIO

CUSTOMER SEGEMNTS

TECHNOLOGY

My Viettel AppIn 2016, Viettel launched My Viettel app to make it easier, faster and more convenient for users to maximize their good experience with Viettel products

• Viettel is the first mobile service operator to tap users in rural area. • Following the success of previous segment, Viettel innovated its product

portfolio to tap students (2009) and their parents (2010) with Student Sim, Hischool Sim, etc• In 2006, Viettel expands its segment to corporate

• Other segments are tourists, BlackBerry users

Throughout 16 years, Viettel has expaned its product porfolio from 4 in 2004 to a total of 23 products, fulfilling its promise to daily innovate and serve all its customers’ needs

…...............………………………………..STRENGTHEN

..……………………NUMBER 1 GROUP MAKE

NUMBER 1 GROUP’S VISIONBecome one of the leading food and beverage companies in Asia whilst catering for global consumers.

NUMBER 1 GROUP’S PROMISEFocusing on creating in healthy and artificial preservative beverages to serving consumers with the best quality

Number 1 Group has found this gap and jump in

NON-ALCOHOLIC BEVERAGES IN VIETNAMBefore 2006, the Market was dominated

by Pepsi and Coca- Cola with the dominance of soft drink.

CONSUMERS’ TRENDA preference towards healthy and

natural beverage.

THE UNSUCCESSFUL CASE

( TAN HIEP PHAT GROUP )

Number 1 Energy Drink

Zero Degrees Green Tea with Lemon

Dr. Thanh Herbal Tea

Capacity of 600 000 bottles / day which only serves 25% of the consumption needs

60% audiences want to try30% of the trial became regular customers

2008 : growth 800%

PROMOTION

TVC

PR acticles

Packaging

Always focus on healthy. Use color and ingredients of nature to build trust of customer

( Nóng trong người, uống trà Dr.Thanh )

(Giải nhiệt cuộc sống )

(Chinh phục mọi thử thách )

LAUNCH

..……………………NUMBER 1 GROUP COMMUNICATE

THP invest $ 300 million to own 10 Aseptic line technology for creating beverages with the best quality.

BUT THEY FAIL THIS STEP

SC

AN

DA

LS

Fly in Number 1 Energy Drink (2015)

Foreign objects in Dr. Thanh Herbal Tea and Number 1 Soya ( 2015)

Cusomer worry about their quality and healthy products they provide

Number 1 Group do not accept their responsibility and blame to consumers

Consumers boycott, Damage 2000 billion VNĐ

Recommendation:• Make sure about the system

and products• Compensate and apologize for

the scandal• Pr and do CSV after scandal

..……………………NUMBER 1 GROUP DELIVER

InnovationImproving System Performance with Help from SAP => 10% Increase in overall system performance

PR activityPublic Aseptic system Invite journalists and KOLs to visit the factory

Campaign:

• Always keep the promise from production, communication to delivery.

• Public the information to build trust with customers..

Video clip : Appologize and restate to commite with the promise

..……………………NUMBER 1 GROUP STRENGTHEN