elite young marketers 4 - assignment positioning - thai hoang - minh quang - minh hoang - quynh...
TRANSCRIPT
QUANG MINH – AI TRANG – THAI HOANG – QUYNH PHUONG – HOANG JB
ASSIGNMENT 7.1
Lingerie – Positioning chart
Category Segment (Value segment)
Consumer segment (Price segment)
Liberal & Confidence
Elegant & Asian feminine
Low Medium High
Positioning statement Triumph: To… the Healthy Proactive Feminist, AB+, who want to strengthen their overall confidence as much as they can Triumph is… the premium lingerie That… gives them a perfectly fitted lingerie as been tailored for their own so they can be truly confident from the inner That’s because… Triumph is an iconic global lingerie brand since 1886
For whom What need Uniqueness RTBs Women (22 – 45 y/o)
Urban, AB+ Clear-head, sharp and keen
Fashion-updated, passionate, joyful as a busy multi-role player
A perfectly fitted lingerie as their own tailored one,
helping women to be confident from the inner
Styling a body shape into personal image
Prestigious German brand, The world oldest lingerie brand
Brand Key Triumph
Iconic global lingerie brand since 1886
ROOT STRENGTH COMPETITIVE ENVIRONMENT • Foreign - Subsidiary/Distribution: VS, Guy Laroche, Annie… - Franchise: Jockey, Calvin Klein • Domestic: Vera
INSIGHT TARGET CONSUMER • Women (22 – 45 y/o), Urban, AB+ • Clear-head, sharp and keen • Fashion-updated, passionate, joyful as a busy
multi-role player
“I want a perfectly fitted lingerie as it has been tailored for my own so I can appear more
proactive, independent and confident in my colorful life”
Style your curves
ESSENCE
BENEFITS • Functional: Body-shaping • Emotional: Sexy, sensual,
charming
RTBs Outstanding quality,
exceptional craftsmanship
VALUE/ PERSONALITIES • Value: Liberal & Confidence • Personalities: Healthy,
proactive, independent
DISCRIMINATOR
Styling a body shape into personal image
Positioning statement Vera: To… the Charming Asian Feminine, AB+, who looks for an image of sensual elegance Vera is… the premium lingerie specially designed for Vietnamese woman That… treasure and highlight their body beauty so they can be always at their best charm That’s because… Vera is a leading domestic lingerie brand with Japanese-quality standard
For whom What need Uniqueness RTBs Women (22 – 45 y/o)
Urban, AB+ Elegant, mild, feminine
Trend-followed, warm, caring in a modern Asian character
Styling every body shape into sensation
Vietnam high quality certificated brand Leading domestic
lingerie brand, Japanese quality
standard
A sexy and elegant lingerie that highlights body beauty within an
Asian feminine character
Brand Key Vera
Leading domestic lingerie brand
ROOT STRENGTH COMPETITIVE ENVIRONMENT • Foreign - Subsidiary/Distribution: VS, Guy Laroche, Annie… - Franchise: Jockey, Calvin Klein • Domestic: Vera
INSIGHT TARGET CONSUMER • Women (22 – 45 y/o), Urban, AB+ • Elegant, mild, feminine • Trend-followed, warm, caring in a modern Asian
character
“I want a sexy and elegant lingerie highlighting my body shape so that I can appear more charming
in my spouse’s eyes”
A sense of style
ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR
RTBs BENEFITS • Functional: Body-shaping • Emotional: Sexy, sensual,
charming
• Vietnam high quality certificated brand
• Japanese quality standard
• Value: Asian feminine • Personalities: Elegant, soft,
mild, mysterious charm
Specially designed for Vietnamese women to treasure and highlight their body beauty
Soluble coffee – Positioning chart
Category Segment (Value segment)
Consumer segment (Driver segment)
Vinacafe Original & Authentic
Nescafe Masculine
2-in-1 3-in-1
G7 Innovative
Positioning statement Vinacafe: To… the Delicate Genuine Veteran, 30 – 55 y/o, who respect traditional value and an authentic way to enjoy life Vinacafe is… a natural flavor soluble coffee That… offers them an original Vietnamese coffee flavor like the distilled taste of life That’s because… Vinacafe is a national heritage brand since 1968
For whom What need Uniqueness RTBs
Men (30 – 55 y/o) Urban and rural, ABC+
Mature, experienced, dignified Conservative, nostalgic taste of life
Respect traditional value, has a genuine and distinct life enjoyment
A delicate and authentic way to enjoy life through a
natural and original Vietnamese coffee flavor
5 original flavors of Vietnamese
coffee
8 types of coffee beans from 8 famous coffee planning
region in Vietnam The formula of 100% coffee
bean
Brand Key Vinacafe
National heritage brand, est. in 1968
ROOT STRENGTH COMPETITIVE ENVIRONMENT
• Foreign: Nescafe • Domestic: G7
INSIGHT TARGET CONSUMER • Men (30 – 55 y/o), urban and rural, ABC+ • Mature, experienced, dignified • Respect traditional value, has a genuine
and distinct life enjoyment
“I want a cup of original Vietnamese coffee that is easy to make and ready to drink in a little time”
A distilled flavor of time
ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR
BENEFITS • Functional: Natural, original
Vietnamese coffee flavour • Emotional: Familiar, delicate
• 8 types of coffee beans from 8 famous coffee planning region
• The formula of 100% coffee bean
• Value: Original & Delicate • Personalities: Experienced,
conservative, nostalgic
5 original flavors of Vietnamese coffee
RTBs
Positioning statement G7: To… the Modern Aspiring Revolutionist, 20 -35 y/o, who looks for the creativity, inspiration and brain work stimulation G7 is… a Vietnamese coffee, specially designed for innovative minds That… offers strong smell and rich flavor coffee, enabling their innovative thought That’s because… G7 is the Vietnam top real soluble coffee brand
For whom What need Uniqueness RTBs
Men (20 – 35 y/o) Urban, businessmen,
entrepreneurs or white collar Modern, dynamic, ideal-driven.
Aspiring warriors, usually drink coffee when working and
studying
Strong smell and rich flavor coffee that stimulate the creativity and brain work
Real Buôn Mê Thuật coffee
Unique recipe and know-how
Specially designed coffee for
innovative minds
Brand Key G7
Vietnam top real soluble coffee brand
ROOT STRENGTH COMPETITIVE ENVIRONMENT
• Foreign: Nescafe • Domestic: G7
INSIGHT TARGET CONSUMER
• Men (20 – 35 y/o), urban, businessmen, entrepreneurs or white collar
• Modern, dynamic, ideal-driven. Aspiring warrior, usually drink coffee when working and studying
“I want a cup strong-smell and rich-flavor Vietnamese coffee whenever I work/study which can stimulate my
innovative minds”
Coffee for creative aspiration
ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR
RTBs BENEFITS
• Functional: Strong-smell, rich flavor Vietnamese coffee
• Emotional: Creative stimulate
• Value: Innovative • Personalities: Modern,
reckless, nonconformist
• Real Buôn Mê Thuật coffee • Unique recipe and know-how
Specially designed coffee for innovative minds
Positioning statement Nescafe: To … Trendy Manly Youngster, 18 – 32 y/o, who want to show their masculine ego Nescafe is… a Vietnamese flavor coffee with international quality That… offers them a superior rich Vietnamese coffee flavor, helping them show their manly style That’s because… Nescafe is iconic global brand, most-favored soluble coffee in the world since 1938
For whom What need Uniqueness RTBs
Superior rich Vietnamese coffee flavor that help them show their manly
style
Men (18 – 32 y/o) Urban, undergraduates and
office men Individual, self-affirming,
stylish, trendy Eager to explore new thing,
new challenge
Vietnamese flavor with international
quality
Localized taste by global standard
technique
Brand Key Nescafe
Iconic global brand, most-favored soluble coffee in the world since 1938
ROOT STRENGTH COMPETITIVE ENVIRONMENT
• Foreign: Nescafe • Domestic: G7
INSIGHT TARGET CONSUMER
• Men (18 – 32 y/o) • Urban, undergraduates and office men • Individual, self-affirming, stylish, trendy • Eager to explore new thing, new challenge
“Drinking a cup of superior rich Vietnamese coffee flavor is a way I perform my manly style”
ESSENCE VALUE/ PERSONALITIES DISCRIMINATOR
RTBs BENEFITS
• Functional: Superior rich Vietnamese coffee flavor
• Emotional: Strong, bold
• Value: Masculine • Personalities: Manly, trendy
Localized taste by global standard technique
Vietnamese flavor with international quality
100% Vietnam coffee