Giving credit to: . Vũ Nguyễn Mai Linh . Đỗ Tấn Phát . Lê Ngọc Quỳnh Chi . Trần Thị Phương Trâm

1. YOUNG
MARKETERS
ELITE 8
ASSIGNMENT 2
Team 1
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm

2. GENERALI
INSURANCE
INDUSTRY
FWD
02
01
03 MANULIFE
04 PRUDENTIAL

3. INSURANCE
INDUSTRY
OVERVIEW Commodity: A back-up financial plan for risk management
Competition level Generali Prudential Manulife FWD
Functional
Self-protection
Future investment
Protect family
Future investment
Medical support
Protect family
Self-protection
Emotional Peace of Mind Reliability Reliability
Confidence
Peace of mind
Medical support Self-protection Protect family
Functional drivers:
Emotional drivers: Peace of mind Confidence Reliability
Future investment

4. CONSUMER
BENEFITS
LADDER
Consumer target:
- Progressive chance-takers: urban, 25 - 40 y.o. They have so many big decision to take in life that
come with risks. They need to be secured from those risks.
- Insight: on making big decisions in life, I don’t want the risks to make me hesitate. However,
insurance companies always persuade me to by insurance by telling me risks.
Features:
- Easy to understand policy
- Straightforward to manage with customer portal.
- Passionate insurance advisors who never threat you with risks
Functional benefits:
- You can clearly understand your benefits & responsibilities.
- Flexible to manage your insurance package.
Emotional benefits:
- You feel more confident to make big decisions in life and take risks.
- Give you the peace of mind to enjoy your life.
Confidence
Self-protection
Peace of mind

5. BRAND
POSITIONING
To
(Target)
progressive people who are 25-40 y.o. and
have lots of big decisions ahead.
FWD is the
(Category)
progressive insurance company
that
(Benefit)
Give you the peace of mind to enjoy your life
and make you feel more confident to make
big decisions in life.
because
(RTB)
- Easy to understand policy
- Straightforward to manage with customer
portal.
- Passionate insurance advisors who never
threat you with risks
BRAND POSITIONING STATEMENT
To the progressive people who have lots of big
decisions ahead, FWD is a progressive insurance
company that give them the peace of mind to enjoy
lives and make them feel more confident to make big
decisions thanks to the policy clarity, full control &
passionate insurance advisors who never threat you
with risks.

6. PRODUCT DEVELOPMENT
FWD always offer simple,
easy-to-understand,
easy-to-buy, easy-to-manage
insurance products with
dedicated advice
BRAND IDEA
GET READY TO LIVE
With FWD, everyone, especially the young, seems to be energized
to live a positive and optimistic life, and to cherish the gifts that
life offers. Not only that, they continue to spread powerful
energy to those around them.
BRAND PROMISE
CELEBRATE LIVING
FWD delivers an insurance
experience that is: Straight
forward, Dynamic, Surprising,
Passionate. With FWD, you can
always be peace of mind to
celebrate living.
BRAND COMMUNICATION IDEA
TAKE THE LEAP OF POSSIBILITIES
Whether it’s for life protection or for building
wealth, FWD is here to enable you to do more
today and fear less about the future. To stop
hesitating and start doing more of the things that
excites you. FWD is here to change the way you
feel about insurance by helping you grab the
things you want out of life.
BRAND
ARCHITECTURE

7. EXAMPLE
Assets delivers brand idea
“Get ready to live”
Assets showcase product
development
MV “Sống đầy từ hôm nay”
TVC “Everyday heroes”
TVC “Bứt phá mọi giới hạn” Campaign “Bảo hiểm phải dễ hiểu” Campaign “FWD CancerCare on Tiki”
Campaign “Đột phá về danh mục loại
trừ bảo hiểm”
Customer portal 2.0
TVC “Live for now”
Assets delivers BCI
“The leap of possibilities”

8. CONSUMER
BENEFITS
LADDER
Consumer target:
- Optimistic life-enjoyers: 25-45 y.o, urban, upper-class.
- Tension: Social norms
- Insight: “I want to live a worry free life but in order to do that, I have to overcome my fear of social
norms or lurking risks”
Features:
- It’s has the fastest, most modern and convenient insurance benefit settlement service
- Partner with the most prestigious investment funds in Vietnam: Vinacapital, VFM, ...
Functional benefits:
- You will be protected against health risks and accidents
- It’s a combination between personal protection and financial investment
Emotional benefits:
You can live safely, happily, optimistically to your will.
Future investment
Peace of mind
Self protection

9. To
(Target)
25-40 year-old optimistic life-enjoyers
Generali is the
(Category)
Italian insurance brand that embraces the
cheerful, optimistic lifestyle "La Dolce Vita"
that
(Benefit)
assure your health, protect you from
unexpected risks and financial plans, so you
can live a safe and worry free life as you
alway wish.
because
(RTB)
of convenient insurance benefit settlement
service and partnership with prestigious
investment funds in Vietnam.
BRAND POSITIONING STATEMENT
To 25-40 year-old optimistic life-enjoyers, Generali is the
Italian insurance brand that embraces the cheerful,
optimistic lifestyle "La Dolce Vita" that assures your health,
financial plans and protects you from unexpected risks, so
you can live a safe and worry free life as you alway wish.
That’s because of convenient insurance benefit settlement
service and partnership with prestigious investment funds
in Vietnam.
BRAND
POSITIONING

10. PRODUCT DEVELOPMENT
Generali focuses on health and
accident insurance packages
with a fast and convenient
service, in addition to that,
Generali also got financial
investment packages.
BRAND IDEA
CHEERFUL & OPTIMISTIC LIFESTYLE
“LA DOLCE VITA”
Generality brings a new feeling from Italia with a very
cheerful vibe, Generali always embraces your
happiness and wishes in life.
BRAND PROMISE
Generali ensures that you live a
worry-free and cheerful life as
you alway want
BRAND COMMUNICATION IDEA
SỐNG NHƯ Ý
“Sống như ý” is a platform where Generali wants to
tackle in the fear of social norms that prevent
people to live the life that they want.
On the other hand, “Sống như Ý” is also a word play
for “living like the Italians”, which delivers the brand
idea to the communication.
BRAND
ARCHITECTURE

11. Campaign Tet 2021
Campaign Tet 2020 Fair day with Italian Embassy
Event “Song 20”
Generali’s advertising/campaigns express the Brand Idea
“Cheerful & optimistic lifestyle - LA DOLCE VITA”
“Cheerful & optimistic lifestyle - LA DOLCE
VITA” align all the Generali products and how
Generali communicates about products.
VITA - Sống lạc quan VITA - Sống Như Ý
Gencare - Generali’s app VITA - Sống thịnh vượng
EXAMPLE

12. CONSUMER
BENEFITS
LADDER
Consumer target:
- Ambitious breadwinners : 30 - 50 y.o. They have great goals to be achieved ahead and they want to
make sure their families can be safe whatever the future holds.
- Insight: Insurance is more likely to be considered as loss of money than self-protection. Only when
incidents happen, people realize that they need insurance.
Features:
- The insurance company with the best financial stability
- Diverse & creative insurance packages that can fit everyone.
- Great health/medical benefits
Functional benefits:
- You can always be a healthy & stable breadwinners and protect your
beloved ones
- Whatever your future plan is, Manulife can always backup.
Emotional benefits:
- You will always be ambitious to focus on your great goals.
- You will always be reliable in your family’s eyes.
Future investment
Reliability
Protect family
Medical support

13. To
(Target)
ambitious breadwinner, who have big goals
to achieve
Manulife is the
(Category)
reliable insurance company
that
(Benefit)
make you a reliable breadwinner and keep
you ambitious to follow your goals
because
(RTB)
Manulife has
- The best financial stability
- Diverse, creative insurance packages that
can fit everyone
- Great health/medical benefits
BRAND POSITIONING STATEMENT
To ambitious breadwinner, who have big goals to achieve,
Manulife is a reliable insurance company that make you a
reliable breadwinner and keep you ambitious to follow your
goals thanks to the best financial stability and diverse,
creative insurance packages that can fit everyone.
BRAND
POSITIONING

14. PRODUCT DEVELOPMENT
Diverse, creative insurance
packages that can backup
every kind of future plans
and keep you reliable to
your family.
BRAND IDEA
FOR YOUR FUTURE
Life is a series of choices. Whatever your choice is,
Manulife can always backup and be a strong
foundation for your future.
BRAND PROMISE
We help you protect your
loved ones, grow your
wealth, improve your
health – and build your
future. We make it fast
and easy to do all those
things, so you can spend
time on the people and
things that really matter.
BRAND COMMUNICATION IDEA
VỮNG ĐIỂM TỰA,
CHẮC TƯƠNG LAI
On the journey to fulfill your dream, you can both
investing in the future and protect yourself and your
family from unexpected risks in life.
Be a solid foundation yourself, and then you can be
reliable to your family.
BRAND
ARCHITECTURE

15. Assets delivers brand idea
“For your future”
Assets showcase product
development
Assets delivers BCI
“Vững điểm tựa, chắc tương lai”
TVC “For your future”
TVC “Plan for your future”
Documentary series: “Vững điểm
tựa, chắc tương lai”
iTVC: “Ready for every new
normal”
iTVC: “Hành trình hạnh phúc”
Manulife’s sponsored
Marathons
Key products
EXAMPLE

16. CONSUMER
BENEFITS
LADDER
Consumer target:
- Careful breadwinners: 25-50 y.o.
- Tension: Bad health, bad condition, unexpected future, out-of-plan situation
- Insight: “I want to manage my life and those around me, but I am afraid of unexpected dangers that
happen to my loved ones”
Features:
- Diverse product package for all ages for family members
- Combined with the investment of PRUlink fund
- Transparent, clear and careful policy
Functional benefits:
- You will be guaranteed comprehensive benefits for all ages with
flexible insurance packages
- There are guaranteed financial plans, with interest.
Emotional benefits:
You and your family or your loved ones will be more
understanding and bonding together.
Reliability
Protect family

17. To
(Target)
25-50 year-old careful breadwinners.
Prudential is the
(Category)
the most prestigious insurance brand in
Vietnam
that
(Benefit)
protects you against all unexpected risks of
life and ensures that each family member's
life plan is going smoothly, and the family
will always be connected.
because
(RTB)
diversified product packages for all ages,
combined with PRUlink investment fund and
Prudential's customer understanding.
BRAND POSITIONING STATEMENT
To 25-50 year-old careful breadwinners, Prudential is the
most prestigious insurance brand in Vietnam that protects
you against all unexpected risks of life and ensures that
each family member's life plan is going smoothly, and the
family will always be connected, thanks to diversified
product packages for all ages, combined with PRUlink
investment fund and Prudential's customer understanding.
BRAND
POSITIONING

18. PRODUCT DEVELOPMENT
Prudential focuses on the
diversity of its product lines,
which will be suitable for all
family members from all the
ages so you can have the variety
of plan choices on your own.
BRAND IDEA
UNDERSTANDING & CONNECTION
Prudential appreciates the empathy and true
connection among your loved ones
BRAND PROMISE
Prudential always appreciates
the value of "family bonding"
and ensures your connection
with your loved ones.
BRAND COMMUNICATION IDEA
THẤU HIỂU VÀ GẮN KẾT
Prudential wants to tackle into every aspects of
bonding and connection, it could be a family
bonding or love bonding. This bonding is only
created when you have a deep understanding of
your loved ones, just like the way Prudential always
listen and empathize with the customers.
BRAND
ARCHITECTURE

19. Prudential’s advertising/campaigns express
the Brand Idea: “Understanding & connection”
“Understanding & connection” align all the
Prudential products and how Prudential
communicates about products.
Campaign “Không sao đâu”
Campaign “Khi tình yêu đủ lớn” PRU-Cuộc sống bình an
Product packages for the children
EXAMPLE

20. KEY LEARNINGS
Since there is not much differentiation between insurance products, insurance companies
are:
- Creating added value for the basic products/services, like: customer portal, passionate
insurance advisors, easy-to-understand policy,...
- Competing on emotional level to win the heart of specific groups of T.A.
These 4 brands have 2 different styles:
- Conventional: target the breadwinners and exploit the need of being strongly reliable to their
families.
- Modern: target young people who love to enjoy their lives and encourage to take risk, follow
dreams.
ON EMOTIONAL LEVEL

21. FOOD
DELIVERY
INDUSTRY
01
02
GOFOOD
03 GRABFOOD
04 BAEMIN
NOW

22. FOOD
DELIVERY
OVERVIEW
Commodity: A convenient service that deliver food to you.
Competition level GoFood Now GrabFood Baemin
Functional Economical Diverse FnB options
Quick
Diverse FnB options
Interesting experiences
Emotional Worry-free Assured feeling Feeling cared Feeling trendy
Quick Economical Diverse FnB options
Functional drivers:
CATEGORY BACKGROUND
Emotional drivers: Worry-free Assured feeling Feeling cared
Interesting
experiences
Feeling trendy

23. Consumer target:
- People who has barriers for their daily meal.
- Needs: An easy way to approach convenient meals.
- Tension: Exposing meal making decision is a meaningless effort and waste their time
- Insights: I need a convenient meal to save my time. However, exposing meal making decision takes
a lot of my effort.
Features:
- Offer affordable price
- Highlight Signature food in each district
Functional benefits:
- Offering a simple platform to help customers make
decision in meal easily
- Contributing to local restaurant development
Emotional benefits:
- Worry-free of daily barrier for both customers and merchants
Worry-free
Economical
CONSUMER
BENEFITS
LADDER

24. To
(Target)
People who has barriers for their daily meal.
GoFood is the
(Category)
simple food delivery application
that
(Benefit)
creating seamless experiences in technology
for their daily needs
because
(RTB)
categorize food in location
highlight some affordable packages
BRAND POSITIONING STATEMENT
To young people who has barriers for their daily meal.,
Gofood offers a simple food delivery application to
create seamless experience in technology for their daily
needs by categorizing food in location and highlight
some affordation packages.
BRAND
POSITIONING

25. PRODUCT DEVELOPMENT
Developing simple platform
based on location category and
prices.
BRAND IDEA
DAILY STRUGGLES REMOVER
No matter what stop you from having a great & comfortable meal,
there's always a way and Go Food can always give the best way.
BRAND PROMISE
A for daily need.
BRAND COMMUNICATION IDEA
FEEL THE FLOW
GoFood will remove all your barriers by any way to
let you a space to feel the flow of this hustle city.
BRAND
ARCHITECTURE

26. Gofood’s Communications reflects its
Brand Idea - DAILY STRUGGLE REMOVER
Gofood’s Product Development aligns with its
Brand Idea - DAILY STRUGGLE REMOVER
EXAMPLE
Packages about Best Local
Food in District remove
customers worry in food
making choices
A series of Food Story to
reveal the history of local
food and support the local
merchants
Local foods are
highlighted on Gofood
platform
Affordable-priced
dishes are promoted
strongly to capture
user intention

27. Consumer target:
- The evaluator who has a specific expectation on food
- Needs: They need a tool to navigate their expectation on food quality
- Tension: Finding a food meet their expectation is waste their time.
- Insights: I need a convenient meal to save my time. However, I struggles in finding the food quality
matching with my expectation.
Features:
- A platform offers many features & reviews to categorize customer’s need/location/place.
- Being supported by the big database from Foody review and Shopee users.
Functional benefits:
- Offer a professional platform to connect customers to the
“Food database”, helping them make a precise decision.
Emotional benefits:
- Assured feeling of the foods’ quality you are about to get
Assured feeling
Diverse FnB options
CONSUMER
BENEFITS
LADDER

28. To
(Target)
The food evaluator from 18-35 years old
Now is the
(Category)
Connector of Foody/Shopee users with other
services
that
(Benefit)
helps make more precise food-ordering
decision
because
(RTB)
Offering smart layout features and boarden
database from Foody, helping customers
filter their needs easily BRAND POSITIONING STATEMENT
To the food evaluator, who wants to make a precise
food-ordering decision., Now is an assured connector that
helps them make the right choice by offering smart layout
features, a boarden database to navigate their expectation
and filter their need easily
BRAND
POSITIONING

29. PRODUCT DEVELOPMENT
Now follows the
logistics-concentrated business
model, providing restaurants with
logistical & marketing supports
BRAND IDEA
ACTION-TAKER
Action-taker for customer choice in “food database”
BRAND PROMISE
Fast action for customer choice
BRAND COMMUNICATION IDEA
CONNECTOR TO “FOOD HUB”
Thousands of diverse dishes from breakfast,
lunch, dinner are just a click away.
BRAND
ARCHITECTURE

30. Now’s Communications reflects its Brand
Idea - ACTION-TAKER
Now’s Product Development aligns with
its Brand Idea - ACTION-TAKER
EXAMPLE
Food diversity concept (food review, food collection…) is
promoted to give detail information & trigger users order
food immediately
Now focus on features
helping customers to
navigate their
expectation clearer in
food-making choices
through filter tool,
food reviews... and
deliver for them "the
right one" immediately

31. Consumer target:
- City hustler. Urban citizens in HN and HCM, 22-30, they can get caught up easily in the hectic life of
the city. To them, food ordering is a convenient way to have good meals on time, as a way to take care
of themselves when stuck in the busy, stressful working flow.
- Needs & Wants: Meal-time-appropriate food options, Fast shipping, Reasonable price
- Insight: Living in the city, working to make ends meet is very tiring for me, so stressful that I usually
sacrifice my meals when being stuck in this busy working life.
Features:
- Real-time food collection and exclusive in-app dishes to serve in every meal times in the day.
- Fast shipping with a wide network of drivers in Grab system.
Functional benefits:
- Diverse and efficient food choices for meal time
- Time-efficient, fast delivered food.
Emotional benefits:
- Feeling cared on every meal
Feeling cared
Quick
Diverse FnB options
CONSUMER
BENEFITS
LADDER

32. To
(Target)
City hustlers that wants to have good meals
when they are stuck in their busy daily life
GrabFood is the
(Category)
one-tap-away food delivery service
that
(Benefit)
care their every meal, whenever they crave it
because
(RTB)
- a wide range of restaurants with exclusive
in-app food options.
- GrabFood shares the network of drivers
with Grab - Vietnam’s popular transport app.
BRAND POSITIONING STATEMENT
To the city hustlers that want to have good meals when
being stuck in the busy daily life, GrabFood is the
one-tap-away food delivery service that care their
every meal, whenever they crave it. That’s because
GrabFood has a wide range of restaurants with
exclusive in-app food options, as well as a shared
network of drivers with Grab - Vietnam’s popular
transport app.
BRAND
POSITIONING

33. PRODUCT DEVELOPMENT
Everything GrabFood integrates
in its app helps the customer
order and have their food as
efficient as possible
BRAND IDEA
CARE GIVER
Life is so busy and stressful that we sometimes forget to take
care of ourselves. With that understanding, GrabFood will take
care of you in every meal, with whatever food you want.
BRAND PROMISE
GrabFood helps their customers
have their meals more
efficiently, by offering
everything they like delivered at
anytime they want.
BRAND COMMUNICATION IDEA
SATISFY YOUR CRAVINGS
Life can be so hectic that it seems like there is no
time for you to enjoy what you want.
But now, GrabFood can feed your cravings with
your favorite food delivered to you, wherever you
are, whenever you want.
BRAND
ARCHITECTURE

34. GrabFood’s Communications reflects its
Brand Idea - CAREGIVER
Even If It Rains, Don’t
Skip a Meal
Don’t Skip a Meal
GrabFood’s Product Development aligns
with its Brand Idea - CAREGIVER
Don’t Skip a Meal Unique Dish Old Place
Unique Dish, Old Place
“Unique Dish Old Place”
Food Collection
EXAMPLE
Real-time food catalogue
“Unique Dish, OId Place”
playlist with dishes’
introduction

35. Consumer target:
- Trendy youngsters. Young people in HN and HCM, 16-24, they want to enjoy fun and on-the-trend
experience. To them, food ordering has evolved and become a common means to have out-of-home
meals.
- Needs & Wants: Convenient ordering experience, Trendy food options to try, Reasonable price.
- Insight: I consider food ordering as a typical way to have eating-out meals. That’s why I want more
than just an ordinary food shipping service. I want a fun and quality experience.
Features:
- On-trend youngster’s language with simple, user-friendly app interface.
- Exciting exclusive features, such as Baemin’s goods, Baemin’s Korean restaurants.
Functional benefits:
- Give you interesting F&B experiences
Emotional benefits:
- Feeling trendy with the interesting F&B experiences Feeling trendy
Interesting
experience
CONSUMER
BENEFITS
LADDER

36. BRAND
POSITIONING
To
(Target)
Youngsters in urban cities that wants an
upgraded experience when enjoying delivery
food.
Baemin is the
(Category)
Food delivery “Guru”
that
(Benefit)
elevates food ordering experience to help
you not only eat well, but also “eat with fun”.
because
(RTB)
- on-trend local language with user-friendly
app interface;
- on-trend food catalogue that solve the
youth’s eating conflict (healthy eating, good
local food choices);
- exclusive services.
BRAND POSITIONING STATEMENT
To the trendy youngsters of urban cities that wants a
better experience when enjoying delivery food, Baemin
is their food deliver “Guru”. That’s because it offers the
eat-with-fun experience, by using on-trend local
language with user-friendly interface, on-trend food
catalogue and exclusive services.

37. PRODUCT DEVELOPMENT
Provide what youngster wants
most: embrace the locality, yet
be relevant with current trend in
eating and living.
BRAND IDEA
EAT WITH STYLE
Baemin makes eating delivery food fun and experiential to the
youth.
BRAND PROMISE
Everything that Baemin provides
aligns with youngster’s style and
appetite.
BRAND COMMUNICATION IDEA
EAT YOUNG, LIVE YOUNG
Your eating reflects your lifestyle. With that
understanding, Baemin helps the youth live young,
stay trendy by providing an “eat young” - fun,
trendy eating experience
BRAND
ARCHITECTURE

38. Baemin’s Communications reflects its
Brand Idea - EAT WITH STYLE
Baby
Love safely vs. Love
Excitingly
Baemin’s Product Development aligns
with EAT WITH STYLE
My District’s
Favorites
Eating at home is
good, too
Try Something
Healthy
On-trend
food
collection
Exclusive
service
Baemin Store with
special merchandise
Baemin Kitchen with
Korean dishes
EXAMPLE

39. KEY LEARNINGS
Regarding competition level, this category is moving towards emotional level, with:
- GoFood - the Daily Struggle Remover
- GrabFood - the Caregiver
- Baemin - the Food Guru
- Meanwhile, Now - the Action Taker still competes at the functional level, as it owns the
food database, which is also the biggest fundamental in food delivery industry
4 brands have different BUSINESS MODEL
- Now - Logistic-concentrated model: Now has a network of shippers as its own
employee
- GoFood, GrabFood, Baemin - Co-creation model: Both shipper and end-consumer are
customers of these apps
COMPETITION LEVEL- moving towards Emotional level
Entering Vietnam market, each food delivery service tells a different story:
- Now - showcase the diversity of available FnB options from both local and foreign cuisines
- GoFood - honor the local cuisine
- GrabFood - highlight the diversity of multiple cuisines with exclusive in-app dishes
- Baemin - introduce the Korean cuisine, which is supported by the current Hallyu wave in
Vietnam
Each brand has a DIFFERENT APPROACHto Vietnamese customers

40. Team 1
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
THANKS