ym elite 4 assignment 1.1 - hieu an + bao minh + minh trang

14
TEAM 1 Hiếu Ân - Bảo Minh - Minh Trang

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Page 1: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

TEAM 1Hiếu Ân - Bảo Minh - Minh Trang

Page 2: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

COMPETITIVE ENVIRONMENT TARGET

ESSENCE

VA – a proud

national flag carrier,

bridging Vietnam

and

the world

INSIGHT

Worldly

Professional

Modern in technologies

Root Strengths

Culturally enriched

• World-class flights

VALUES &

PERSONALITY

BENEFITS DIFFERENTATOR

REASON TO

BELIEVE

• Updated/modern machineries and

services that provide a world-class and

reliable flying experience

• Endorsed by Vietnam’s Aviation

Department

• Biggest flight networks among Vietnamese

airlines

• Direct competitors are international

airlines

• Cheap flight airlines (e.g. Vietjet) eats part

of the upper-middle class segment.

Upper-middle class and high class travelers believe that their departure experience to represent their following

journey: reliably smooth and enriched.

• Professional and

reliable service

• World-class international

flights

• First mover in

improving and

investing in

machineries and

services,

esp. flight networks

• Proud national flag

carrier

Segment: - Upper-middle class to high class

travelers, mainly international

- Seeking an international and

professional flying experience

Promise: Vietnam Airlines (VA) is the bridge

between Vietnam and the world,

taking and delivering mainly people in

a modern, culturally enriched and

reliable way.

Reliable

• Biggest flight networks

Upper-middle class to high class

travelers, who seek an

international and professional

flying experience

Page 3: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Communicate the promise: Respectable investment in aesthetics and brand image

Proud to be 4-star Airline

Experience Special Economy Class!

Dedicated Flight Crew

Business Class Experience

Creative Ad - Flying Lotus

Ground Service

VA builds a reliable,

professional and modern

experience for all of its users;

introducing basic features

for upper-middle class.

Their commitment to become the bridge between

Vietnam and the world is encapsulated through their

investments in aesthetics that go along with the promise

of world-class flying experience. Please compare to other

Vietnamese airlines’ communication materials:

goo.gl/8yvQ0S. VA truly encapsulates their brand idea.

To avoid being out-dated and old, the airlines experimented with creative ads.

They did not stop at just delivering functional TVC; instead, they strive to be more

symbolic with their service: “taking the Vietnamese lotus – their brand logo –

everywhere in the world”. This is correctly suitable for their target audience, most of

whom have at least high school education.

Page 4: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Delivering the promise through channels

Print: “Reach Further”TVC: “Flying Lotus”

Promotion: Loyalty Card | MileageDigital: SEO

PR: ”VA Borrows USD100 mil

to buy super planes”

Social: “10 Huge Events of

VA”

Activation events: Santa at Vietnam

Airlines

Page 5: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Strengthening the promise

Vietnam Airlines proudly improves their services (i.e. added values) such as online check-ins,

priority check-ins, business class based on international standards, improved aesthetics

across touchpoints, buy new airplanes to compete with international competitors, etc.

This is how Vietnam Airlines is strengthening its promise

to become the proud national flag career, bridging

Vietnam and the world.

Boeing 777

Biggest Airplane in

Vietnam

VA adapted Kiosk

Check-ins

VA adapted Online

Check-ins

Page 6: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

- Young men aging 18-25

- Urban, middle to high income

- Care about appearance

X-men promises to give man the

grooming asset they need to smell,

look and feel as “real man”

- Young male, brave, cool

- Defeat bad guys, save beautiful

girls

COMPETITIVE ENVIRONMENT TARGET

ESSENCE

FOR THE REAL MAN

IN YOU

INSIGHT

Original

Masculine

Manly

Root Strengths

Cool

• Self-confidence

VALUES &

PERSONALITY

BENEFITS DIFFERENTATOR

REASON TO

BELIEVE

• Fragrance

• Real men

Competing for share of pocket

and mind with all young male

targeted brands: Male toiletry,

fashion, sports brands, cheap

me-toos…

18-25 urban male – having an

extensive need to prove that

they are real man – manly,

intelligent and reliable

As a Vietnamese man, I want to be seen as a real man.

Manly smell and look are essential to

prove the real man in me.

• Boost for ego

X-men products are

explicitly designed to

help me show the

real man in me

• Advanced formula

for men

• Attractive premium

masculine fragrance

- Middle-aged male, rich & successful

- Care about appearance in front of girls

Romano promises to give man the grooming

asset they need to perform his best in

everything esp. seducing game, being a

confident man who control his game

- Seducing beautiful girls

- By his cold but romantic style

vs. ROMANO

X-MEN

Page 7: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

https://www.youtube.com/watch?v=Gkt7PbrKRPhttps://www.youtube.com/watch?v=s4QOksC5Ip4 https://www.youtube.com/watch?v=Qvykx5z_zKM

Communicate the promise

Stay consistent through years – “The real man”

TVC concept: Cool man rescuing girls in extremely dangerous situations

Page 8: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Delivering the promise

Product

Made with advanced formula explicitly for men.

Offering full grooming set for a perfect real-man

appearance, solving the concern of conflicting

fragrance of different toiletry products

Packaging:

- Color: blue, grey

- Shape: straight lines not curves

- Pattern: the X-men logo on bow shape

Price

- Reasonable for young male

- Premium line for high imcome, successful male

=> Serving many segments of Vietnamese male

Place

- Easily found in POPs

- Shelves only for male products (vs. Romano:

accompanying Enchanter)

- Male, aging 22-25, successful in career: focus

on TVC

Promotion

Delivering consistent message through years –

“The Real Man”, on many channels depending

on target

- Young male in general: focus on TVC

- Young male extensively care about

appearance, want to look not only manly but

stylish: TVC, digital, local KOLs – 365 daband,

music event

Page 9: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Strenthening the promise

Offer full grooming kit for

men not only shampoo but:

shower gel, deotergant,

perfume, face foam, face

scrub, hair gel

Through product line expansion

Premium X-men

for Boss:

For high income,

successful man

Strengthen their

status & success

X-men 4 elements

Targeting male with

distinct characters

and interests

The X-men for their

own element

Page 10: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

COMPETITIVE ENVIRONMENT

TARGET

ESSENCE

MILO – RIGHT

BALANCE IN

NUTRITION, ENERGY

FOR DEVELOPMENT

INSIGHT

Positive

Activeness

Winning spirit

Root Strengths

Energetic

• Right balance in nutrition

VALUES &

PERSONALITY

BENEFITS DIFFERENTATOR

REASON TO

BELIEVE

• Calcium for strong teeth and bones

• Iron to carry oxygen to the body’s cells

• Vitamin A for healthy eye sight

• Vitamins B1 and B2 to help release energy

from foods

• Vitamin C to keep skin and gums in good

shape.

• Energy drink

• Nutrition milk

Kids from 6-12 (and their parents), who

live active lifestyle and need more

energy for daily activities.

As mum, I want to see my child be active with daily activities. Giving him a balanced-nutrition energy

product is the best way I can nourish and develop my child.

• Energy for active living

• The 6 basic classes of

nutrients in food are:

carbohydrate, fats,

protein, vitamins,

minerals and water!

• Protomalt

• The 6 basic classes of

nutrients in food are:

carbohydrate, fats,

protein, vitamins,

minerals and water!

• Protomalt

Segment: - Kids from 6 to 12, who have active

lifestyle.

- They need more energy and a

balance nutrition

Promise: Milo allows kids to be right balance in

nutrition. So that they can have

enough energy to fully grow and

develop through daily activities.

Page 11: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Communicate the promise: Stay consistent through years

Page 12: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Delivering the promise through channels

Sponsorship Consumer promotion

TVC

Owns kids football platform

Activation eventsPR

Page 13: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

Strengthening the promise

New product launching through yearsOriginal product

Original formula

New formula based on VN market need

2005 2007 2014

Page 14: YM Elite 4 Assignment 1.1 - Hieu An + Bao Minh + Minh Trang

THANK YOU

ELITE DEVELOPMENT PROGRAM 4