Young marketer elite season 4 - assigment 1.1 - minh hoàng - thái hoàng - bảo như

1. Assignment 1.1
Minh Hoàng
Thái Hoàng
Bảo Như
ELITE DEVELOPMENT PROGRAM 4

2. Get to know a “Brand Promise”
IT’S LIKE YOU LOVE SOMEONE YOU HAVE TO DECLARE & PROVE YOUR LOVE
Thinking of what to say to
her
Say it out with all of your
sincerity
and wait for her reply!
It has to be impressive
enough
Prove what you have said
Think of what you should say
to her

3. PROMISE
TARGET
16-25 years old
They are sporty, have an active
lifestyle. They want to get
experience outside and enjoy
engaging with others
INSIGHT
I perceive that I ony live once with my
youth. So I want to live every moment with
long-lasting energy and keep going but
losing minerals lowered my experience
PROMISE
“Revive with isotonic ingredient help you ease thirst quenching rapidly and
restore your minerals to bring your fun and excitement back to your day”

4. ANALYSE PROMISE
CONSUMER’S
NEED
RELEVANT
Human
HỨNG KHỞI vs BỀN VẬN ĐỘNG
Category Brand
more about telling the
FUCNTIONAL STORY
“Bù nước nhanh – bền
vận động”
Millenials are highly
expressive and social
generation. They want
to spend all their spirit
to live with your youth
moment
STRONG
UNIQUE
Revive deal with not only
functional benefit ( help you
gain back minerals losses) but
also bring fun and exciment
back to your day (khơi lại hứng
khởi)
Aquarius
KEY COMPETITOR
BENEFITS FROM
BRAND PROMISE
I want to live, play
and experience
heartily but minerals
losses reduce my
spirit rapidly so I
can’t enjoy these
exciting moment
Revive with isotonic,
vitamins and minerals
ingredients help gaining
water and minerals
losses ,ease thrist
quenching
Revive help you sustain
the enjoyment so you
can continue your
wonderful experience
FUNCTIONAL
EMOTIONAL
The isotonic
category fuels
long-lasting
enery to your
body after
heavy activities
Revive with isotonic
essential vitamins and
minerals ingredients help
you gain back minerals
losses and maximine
experience
Revive block the moment: “Khơi lại hứng khởi mỗi ngày” when Aquarius “bền vận động” . It looks like the
marketing strategy of Donald Trump and Hilary ( “Make America greate again vs Stronger together”

5. MASS AWARENESS MASS EDUCATION ENGAGEMENT
TVC Revive
TVC launched with functional and
emotional approach:
-Vietnam is a tropical country, heat and
sun can let people down strenght easily.
So people can not enjoy their exciting
moment
-Youth will be return to active and full of
enery to keep the fun going after
consuming revive
POSM
PR Education about functional benefits and
morale of active lifestyle
Fanpage Revive
Sampling in hot & thristy location, let
consumer experience product
Build consumer bonding- Revive Fun Bike
A journey of team ride a bike with celebrities to find evidence for “Giant Bike”
Sponsor for outdoor activities
Dance Sport (VUG), Football, Campus tour
COMMUNICATE & DELIVER

6. STRENGTHEN
-PRODUCT PORTFOLIO:
Introduce new variants: “Revive Salted Lemon “
-Provide more flavourable options
-Fill up demand of consumer: Especially, it suits
to everyone as it’s not only hydrate but also
beverage drink
-Using when feeling tired, sleepy, thirsty – More
needs
Renew label to adapt with the youth trend, look more
modern, active, proactive
CSR
 Sponsor for “Mùa Hè Xanh” – help
*chiến sĩ mùa hè xanh* regain
minerals and water losses to help
them do task more effectively
 Sponsor 2,5 bil for “Viet Nam Youth
Union”

7. TARGET CONSUMER
Vietnamese family
Hảo Hảo users are: Men > Women (55% – 45%)
Low and Middle income (BCD)
Focus: Students, white-collar workers, housewives
HẢO HẢO
Chuẩn chất lượng Nhật, Thuần túy hương vị Việt
đem đến cho các gia đình Việt Nam bữa ăn ngon và những
phút giây hạnh phúc

8. HẢO HẢO - CONVINCING BRAND PROMISE
STRONG RELEVANT UNIQUE
Consumer’s tension
Buy instant noodle but don’t want to
trade off between
Convenient + Cheap >< Delicious +
High quality
Functional benefits: High culinary
value (Japanese standard -
Vietnamese flavor: Chuẩn chất
lượng Nhật, Thuần túy hương vị
Việt) Gold quality, food safety,
delicious & low price
Emotional benefits: Cảm nhận từng
giây hạnh phúc
Bring happiness to consumers by
- Convenience
- Family atmosphere
- Satisfaction
- Trust
Human’s need: Fast – cheap food
solution
=> Category: Instant noodle
Human’s demand: Fast – cheap –
safe - delicious food solution
=> Brand: HẢO HẢO –(Japanese
standard - Vietnamese flavor: Chuẩn
chất lượng Nhật, Thuần túy hương vị
Việt)
Competitors in the same price
segment
Gấu đỏ (Asia Food): Gắn kết yêu
thương (Strength: Simple flavor)
Miliket (Colusa Miliket): Mì Việt
Nam chất lượng cao
Kokomi (Masan): Dai ngon từng
sợi
Elastic noodle fiber

9.  TV, Radio: 30s TVC “Hảo Hảo – Cảm nhận từng giây hạnh phúc”
 Social media: Fanpage “Mì ăn liền Hảo Hảo”
 Print Ads; OOH; Online newspaper; Forum; Event
Communication message change periodically following the “Brand Promise”
 Since establishment to 2014: Brand promise “Biểu tượng của chất lượng”
=> Communication message “Cùng Hảo Hảo vươn tới đỉnh cao”
 Since 2015: Cook Happiness => “Cảm nhận từng giây hạnh phúc”
Where
When
What
How
Some actiation idea for sales promotion campaign
 Tỷ phú Hảo Hảo
 Ăn Hảo Hảo trúng xe hơi
 Cùng mỳ ăn liền Hảo Hảo an cư lạc nghiệp”
Feature of TVC is to showcase the consumers’ testimonials for Hảo Hảo
=> Hảo Hảo proud to “serve more than 2 bil meals/year for Vietnamese”
COMMUNICATE
DELIVER
Wide distribution channels both in rural and urban areas
with more than 600 wholesalers in General trade & Modern
Trade
Distribution

10. STRENGTHEN
PROMISE
Portfolio building wide with 7 variants
(1) Sour-Spice-Shrimp; (2) Garlic-Pork; (3) Mushroom-Chicken;
(4) Sate-Onion; (5) Stirred-Sour-Sweet-Shrimp; (6) Stirred-
Onion-Shrimp; (7) Vegetarian
Introduce 02 new variants: HH Handy & HH Green Bean
CSR activities
- For students: Spring Bus – ticket to com back to hometown in
Tết; Relay season
- For the poor: Flood aid in Central of Vietnam
- For children: Tết gift for children;
- For housewives: Nutritionist sharing
Crisis management

11. TARGET CONSUMER
Vietnamese family women
Age: 23 - 45
Married with kids
Housewife
Dedicated to taking care of her
family
INSIGHT
I always want to cherish my family by
making deep tasty dishes but I still want
all-in-one product to save my cooking
time among all those seasoning products
(salt, sugar, pepper, fish sauce…)
Knorr Seasoning Granules “Thơm ngon, tròn vị”
guarantees the TRON VI (WELL-ROUNDED) taste of family dishes
including complete deliciousness, nutrition and love.

12. STRONG RELEVANT UNIQUE
KNOR - CONVINCING BRAND PROMISE
She wants to make
deep tasty dishes
everyday because
“chồng con” always
come first
Not only she cares
about the taste but
she also strikes for
a well-rounded meal
that cares about her
family health
She wants put all of
her love & effort in
family meal to
maintain her family
relationships.
Knorr
ingredients
guarantees the
well-rounded
meaty taste for
the dishes.
Knorr adds in
Vitamin A to
increase
micronutrients in
Vietnamese daily
meal
Knorr aim to bring
the rounded taste of
love with a belief
that flavourful dish is
necessary to
connect all family
members.
Foods & dishesNGON
NGỌT
TRÒN VỊ
Product truth: Shinbone,
Tenderloin & Marrow in
Knorr are the best three
ingredients from a pig to
create the sweet taste of
the soup (canh)
Category: Seasoning
granules often make the
dish more “đậm đà” to
complete the taste of a
whole dish
highlight key word
“TRÒN”: promote
“đậm đà” at a more
complete & higher
stage:
deliciousness,
nutrition, love
more about telling
the FUCNTIONAL
STORY
promises the natural
sweet & “đậm đà”
taste for the dish
from its two
ingredients: broth &
meat.
TRÒN VỊ vs ĐẬM ĐÀ
Difficult to cover
them all but it
shows Knorr knows
women better while
entering women’s
EMOTIONAL SPACE
more
Vietnamese consume about 1,500 tons of seasoning granules per year. Vietnamese women
use seasoning granules in 30 million litter soup per day. (Nielsen)

13. COMMUNICATING: 4 stage
Ngọt canh xương ống,
đậm đà thịt thăn
At the beginning, Knorr
started off with focusing
on its functional benefits.
Đậm vị ngọt, TRỌN VỊ ngon với
thịt thăn, xương ống & tủy
Knorr Shinbone, Tenderloin &
Marrow Granules was introduced
with the combination of 3 premium
ingredients
1 3
2
Thơm ngon, TRÒN VỊ, tốt hơn với vitamin A
Knorr re-launch with added Vitamin A in collaboration with Vietnamese
National Nutrition Institute but still highlight its 3 ingredients
2010
From 2013
17/8/2013, COLLABORATION ANNOUNCEMENT:
Project “Bổ sung vi chất dinh dưỡng vào thực phẩm”
9,10/2013, Knorr wants to enhance women’s knowledge
about the importance of micronutrients in family meals &
give out tips about nutrion & family caring skills
PROMOTION: “Cho triệu bữa ăn NGON KHỎE VẸN TRÒN” 2014
Knorr added 100g more for 900g packet/ 50g more for 400g packet
(KOL: Actress Thanh Thúy & Chef Tịnh Hải)
Knorr VIRAL CLIP: Bí kíp cho món ăn ụt ụt.
It is ranked top 10 ads on You Tube 2016 with more than
6.5mil views. Knorr uses the cuteness of baby girl’s line to
make consumers remember about Knorr products,
especially its functional benefits (involving with pigs)
In 16 cities of north Vietnam

14. STRENGTHEN
4 Knorr pushes the promise to the emotional level: LOVE, especially through Tết occasion
Because the keyword “TRÒN”
 VẸN TRÒN shine beautifully at Tet.
It is relevant with the brand, the year-
end family meal & the family cozy
atmosphere
• Tet 2014 “Tròn vị thơm ngon - TẾT VẸN TRÒN”
• Tet 2015 “Có mẹ là có Tết”TẾT TRỌN VẸN YÊU THƯƠNG  Campaign: Tổng đài Mẹ ơi
• Tet 2017 “VỊ TẾT TRÒN YÊU THƯƠNG”  Campaign: Nêm yêu thương cho vạn nhà thêm Tết
Meaty well-rounded taste
 DELICIOUS
 FUNCTIONAL ONLY
Meaty well-rounded taste
PLUS nutritious element
 DELICIOUS + HEALTHY
 FUNCTIONAL
Put all in the family context,
especially Tet
 DELICIOUS + HEALTHY + LOVE
 FUNCTIONAL + EMOTIONAL
KNORR’S PROMISE IS STRONGER AND MORE COMPLETE DAY BY DAY
Knorr always commit to its keyword “TRÒN” & tell all the story around it.
Knorr guarantees the “well-rounded” quality of its product & the “well-rounded” feeling from consumer’s side

15. Thank you!