ASSIGNMENT 1.2

AGENDA1. BRANGING CHALLENGE - Five

ways of connecting with

consumer

2. CATEGORY TRANSFORMATION

EXPLANATION

Quang Huy - Minh Trang – Quỳnh Phương – Lan Chi – Hieu An

Connecting with consumers by providing USEFULNESS

WHAT IT IS?Definition: The quality or fact of being useful

The brand provides the practical solutions for the consumer that is useful or beneficial such as: convenient, low cost, easy to do something.

It is brand’s functional benefit that brand offers the usefulness competitively. Consumer value that usefulness, buy brand because of it.

Brand chooses it as the way to connect with consumer and deliver it the best.

The brand connecting with consumers by providing usefulness

Brand promise

We turn socalled high-cost form oftransportation like airplane into the affordable one for the population in Vietnam.

Brand story

Beauty should be a source of confidence not an unnecessary source of anxiety for women. You feel happier when looking and feeling your best.

GIÁ RẺ HƠN, BAY NHIỀU THÊM! (SAVE MORE, FLY MORE)

+ Functional: low-cost, fast, safe

+ Emotional: friendly, happy

Target audience

Middle-income and low-income classUsually go travelling with different purposes

Truth about themPeople desire for travelling a affordable and comfortable plan in the rising demand for travelling like now

The usefulness they provide

SERVICE+ Minimize the cost of full range of cheap, necessary services by cutting down on airport fees, using only one aircraft, minimizing optional equipments on the airplane

+ Launches a promotion for on-board duty free shop, helping save more coal buying customers table at trade centers.

How they deliver the usefulness of LOW COST

PRODUCT

Frequently provides flights with the cheapest price on all domestic and international routes, on all big occasions such as Tet, summer vacation,…

There are always 3 types of seat: Promo, Eco and Skyboss for various social status with the price of Promo is the cheapest of the market

PROMOTION

Sales promotion is the key promotional way of Vietjet Air to deliver their usefulness of LOW COST.

VJA puts on sales of 3 million air tickets for traveling from Vietnam to Kuala Lumpur BangKOK (1/3/2016 – 29/10/2016)

Connecting with consumers by providing SUBSTANCE

WHAT IT IS?Definition: The real physical matter of which a person or thing consists and which has a tangible, solid presence

The brand provides the practical solutions for the consumer that provides the tangible things to solve the dedicated needs of consumer

The brand connecting with consumers by providing substance

Brand promise

We provide the dedicated solution for people to get rid of sensitive teeth problems

Brand story

Sensodyne Tooth Paste, endorsed by professionals and dentist and pass the experiments, we help them to get rid of unpleasant trouble caused by sensitive teeth

COMPLETE PROTECTION FOR SENSITIVE TEETH

It is only for the niche market – sensitive teeth

Target audience

Middle to High incomeSensitive teeth problems

People’s need

People want to have the best solution for their sensitive teeth after eating, drinking, ....

The usefulness they provide

SOCIAL MEDIA

Using testimonial by allow them to experience the prodcts to spread out the message on social media Online teeth test registration on website

How they deliver the substance

PRODUCT

Sensodyne Repair & Protect contains patented NovaMin® technology, which seeks out and forms a tooth-like layer over vulnerable areas of the tooth where dentine is exposed. Use twice a day, every day, to give stronger repair* protect your teeth from sensitivity.

PROMOTION

TVCSensodyne® toothpaste is recommended by dentists all around the world for both sensitive teeth and acid wear. Sensodyne® provides long-lasting protection for sensitive teeth. Pronamel® helps to re-harden your tooth enamel*.

If you are at risk of sensitive teeth or acid wear, switching to a toothpaste such as Sensodyne® or Pronamel® can make a big difference to your everyday life and to your overall oral health.

EVENTSensitive Challenge with SSD in 30 provinces

Online Photo Contest “Chinh phục 100 món ngon mà ê” Minigame for education about teeth problems

Connecting with consumers by providing SIGNIFICANCEWHAT IT IS?an important or worthwhile concept in consumers’ lives. Is it related to emotional benefits? Emotional benefits offered by brand

help consumers relate directly and powerfully brand to their enduring self-concept.

prove that brand understand consumers’ core values in life.

give consumers a SIGNIFICANCE when experiencing the product.

establish a lifetime relationship with consumers

Knorr - Rounded Taste Of Love(Vị ngon tròn yêu thương)Brand Purpose: For the Love of FlavourEncouraging people express love by cooking delicous &nutritious food.

TargetConsumers Insight BrandUniqueness Reasonstobelieve

Mainlyformomswhofindpleasureincookinganddesiretopleasetheirlovedonesbytheirfoods.

IexpressmylovethroughthefoodIcook,soIneedashortcutwhichIfeelgoodaboutwhenIuse.

OnlyKnorrcaresasmuchaboutthefoodyoucookforyourlovedonesasyoudo,that‘swhywealwaysendeavortocreategreattaste.

Createdbytherealchefsbyunderstanding howrealwomencook.Usingauthenticcookingprocesses.

Emotional Benefit:Satisfaction that my food expresses my best effort

Love expression by foodsSIGNIFICANCE

How Knorr deliver their SIGNIFICANCE?

- Promotion: August & September2014: A million delicious healthy mealsfor VN families – Love Delivery Journey:+ Add 100g granules to 1 900g addedVitamin A Knorr package.+ Add 50g granules to 1 400g Knorrpackage.

- Campaign:+ Tet 2016: “Vị ngon tròn yêuthương” -> “Có mẹ là có Tết”:Knorr enabled families to sendsincere appreciation to momswith a 'Thank you Mom‘ hotline.

+ Tet 2017: “Nêm yêuthương cho vạn nhàthêm Tết” -> Knorrspreads their love to anumber of VN families

- TVC:With just a little bit Knorrand mother’s love,gathered New Yearfeast will be perfect:

We only understand mom’slove, especially which isdelivered in their meals, whenwe have had children:

- Social Media: Facebook+Hashtag #Nêmyêuthương +KOLs #Tôicùngchungtay forTet2017 campaign

+ Minigame “Flavour of Love”Sending happy family havingmeals to receive gifts fromKnorr.

Connecting with consumers by providing VALUEWHAT IT IS?A value that defines the personA state of mind they are trying to achieveThat must be a fundamental & meaningful human value that always stay true, affect the whole self-concept of a person and drive to something bigger – better people and better world where meaningful values are spread.=> Creating a tribe of people sharing the same beliefWHAT IT IS NOT?A value:- Cliché- Affect a small emotional aspect - Does not drive to a big positive change to the worldOR dreamy, ideal enough drive to big movement => Creating a tribe of people sharing the same belief and doing the same thing

The brand connecting with consumers by providing value

Brand promise

To invite all women to realise their personal potential for beauty by engaging them with products that deliver Superior Care.

Brand story

Beauty should be a source of confidence not an unnecessary source of anxiety for women. You feel happier when looking and feeling your best.

MAKE BEAUTY A SOURCE OF CONFIDENCE NOT ANXIETY

FOR WOMEN

- Meaningful- Change women’s self-concept

- Always stay true- Drive to the positive view about beauty

Target audience

Young women, self-aware, warm and has characters, but she is affected by realistic concept about beauty

Truth about themBeing a women, the pressure to be beautiful makes me see only negative things about myself and give me anxiety about beauty

The value they provide

How they deliver the value of SELF-ESTEEM

PRODUCT

To feed their self-esteem, women must know to give themselves the best care.Dove products offer women with Superior Care

Daily cleansing your skin with Dove’s Deeply nourishing shower gel is an act of care

Armpit is not only about the unpleasant odour, armpit skin is also worth the proper care from DOVE

Hair reflects the happiness and feminity of a woman. DOVE’s intensive care solution is created to ensure the beauty for the hair and the confidence for the woman

PROMOTION“Vibrant floating hair is not the privilege of hair models only. Every women can have the perfect floating hair with DOVE.”

“I used to always fasten my hair to hide its dryness and ugliness. But now I’m confident to show it off thanks to DOVE. I’m confident to be a DOVE girl”

EVENT/ACTIVATIONDOVE Beauty House of Orchids“Like a fragile orchid, a woman’s beauty need the care to fully blossom.”

MOBILE APPDOVE Love HairUpdate nice hairstyles and discover the secrets to care for hair.

Connecting with consumers by providing

MEANING

A meaning that people head towards, so that has the power to move them to act like the brand

WHATISIT?

“People buy things not only for what they can do, but also for what they mean.” –

Sidney Levy

“A meaning” give people the feeling of achieve what-they-desire-to-be ,which they always seek for.

Inspiring loyalty and advocacy

When many people seek for ‘that meaning’, movement will be created

Higher engagement to the product due to the meaning which represents their user

The brand connecting with consumers by providing meaning

Brand promise

Brand story

MAKE TECHNOLOGY SO SIMPLE THAT EVERYONE BE BE

THE PART OF FUTURE

- Simplicity- Ease-of-use

- Stylish designs- High-class

Target audienceDemographic:

all ages, both genderA,A+ class

Characteristics: Tech-saavy, elegant, simple, high-class

Truth about them

The meaning they provide

We make technology so simple that everyone can feel smarter

Technonology shouldn’t be frustrating. You can be engaged right away, do more and get more.

People always desire to use much simple tools that make their life easier.

They make the consumer feel like they are BETTER – person (classy, fashioned and confident) for having the product.

We choose APPLE as a MEANING brand

- The most loved and valuable brand in the world- 9 out of 10 Apple users love their iPhones- Huge attention before every their launching new product regardless high price or not.

How APPLE deliver their meaning?

- Good quality products with surprising technology make consumer feel smarter, easier to use.

- Stylish designs make people feel classy, fashioned

- High-price products make people feel more exclusive

- Innovation is what Apple always focus on => Continuously launch new products which creates more exclusive personal-branding-stuff which everyone desires for.

- Leap frogged competitors

=> With APPLE products, users feel more confident with their self-identity

PROMOTION

PLACE- Generate excitement, rely on brand

lovers to “sell”, allow consumers to try, touch, feel in a soft sell environment

- Elegant-style retail stores

- In advance announcement with great speech, new goodies; which drew the huge attention from the crowd.

- Unbox - Apple facilitates a user experience that expands way past the purchase stage, which is why if you search for unboxing videos in YouTube, you can find an array of media with a somewhat staggering view count.

⇒ APPLE does marketing in a different way⇒ They create and make consumers feel the

“meaningful experience” before and during the time using products.

=> Make consumer feel “BETTER” whenever they own the products

PRODUCT

CATEGORY TRANSFORMATION

IN THE OLD DAYS, A CHAIR IS JUST A CHAIR – it is just a place to rest your butt. Just simple like that.

Until some clever brand strategist got the insight that just as how where you sit in the meeting room shows your power (*), WHAT YOU SIT ON ALSO SAYS A LOT ABOUT YOU, especially in the office.

How? Look at your boss’ chair: it is much bigger than yours. If you were sitting next to your boss on your normal office chair, your brain will subconsciously register that you are inferior to your boss.

And that is exactly what the clever brand strategist communicated to his target audience – the big boss – but in the reverse way of course.

All of a sudden, they transformed the chair industry, and gives WHAT YOU REST YOUR BUTT ON new meaning – a symbol of power. (**) This is applied in today’s working environment than ever; just take a look around your office!

Why do you think your boss sits in this chair?

And you…this chair?

(*) https://www.psychologytoday.com/blog/digital-leaders/201210/the-power-seat-where-you-sit-matters

(*) Power seat (**) Power chair

Have you ever wondered…

Couch potato: a person who spends a lot of time sitting on their sofa & watching TV.

You would not believe how much time an average American spends watching TV! 3 hours a day. That’s an entire month and 15 days.

But science has proved that watching TV caused your brain to ‘rot’ or lose power. (*) And when the study came out, the term ‘couch potato’ became popular among fitness websites and the news and shone a very negative light on the subject matter.

(*) http://jamanetwork.com/journals/jamapsychiatry/fullarticle/2471270

You may not know, but there was a period called B.A. in tech history - just like B.C. in history books. B.A. stands for Before-Apple.

B.A.: most phone companies were complacent with buttons and plastic touch screen that you had to use a plastic to interact with.

But when Apple came out, they branded themselves the ‘Innovator’ in the tech industry. And introduced the multi-touch user-friendly screen with amazing PC-functionality (e.g. web surf, game app, mail etc.). And year after year they keep introducing innovations (hmmm, maybe not much in 2016), and strengthening the promise.

B.A.

A.A.

And Apple transcends the “different”, “creative”, “luxury” and ”stylish” image onto their fans.

An iPhone user nowadays is perceived as stylish, high-class and trendy.

In the old days, these fountain pens were associated with big bosses who sign contracts; these credit card, people who filled with consumerism; and these luxury watches, businessmen. In short, these were not merely a fountain pen, a credit or a watch: they were symbols of status and their subsequent consumerist lifestyles.

But these product are are less and less important to the consumer nowadays. And there’s a common reason why: they products are gradually replaced/substituted by new technologies such as note-taking apps, mobile payment & phone watch/digital watches.

That being said, there is current trend of being ‘hip’ or ‘retro’. For instance: a millennial using a fountain pen will be rare; therefore, he will stand out, making a statement “I am a inner rebel’.