young marketers elite-3-assignment-11.1-Đức hiệp-thanh an-khánh thy
TRANSCRIPT
BRAND BIG IDEA
Mission/Vision Positioning
COMMUNICATIONBIG IDEA
ADVERTISINGBIG IDEA
Strategic direction communication concept
Any Big Ideas have to base on an Consumer Insight. It is a fundamental truth about human emotions/behaviour that answers
WHY question to WHAT question
There are 3 key Big Ideas in Brand BuildingBrand Big Idea, Communication Big Idea, Advertising Big Idea
ADVERTISING INSIGHTAdvertising Insight is consumer insight that bases on Communication Insight to translate into specific context. It is used for short time period and had
specific context
COMMUNICATION INSIGHTCommunication Insight is consumer insight that is oriented by Brand Insight and then, it will create
substainable flatforms for Advertising
BRAND INSIGHTBrand Insight is consumer insight that bases on a board point of view including CATEGORY TRUTH, CONSUMER TRUTH, PRODUCT TRUTH. It must be big enough to survive in long-term period
BRAND BIG IDEA
Beauty without Artifice
COMMUNICATIONBIG IDEA
Real Beauty
ADVERTISINGBIG IDEA
Real Beauty Sketches
ADVERTISING INSIGHTWomen are the strictest critic of themselves, so this can stop them from seeing their real beauty and
reaching their full potential
COMMUNICATION INSIGHTThe pressure to be beautiful feeds our tendency to
focus on the negative, making beauty an unnecessary source of anxiety
BRAND INSIGHTIn a world exploding with technology, fake ingredients, and virtual everything, consumers are increasingly
attracted to the authentic, the un-hyped to brands and insituations that repsresent the real beauty
EXAMPLE - DOVE
• Depth: Time and career are the most precious values in business• Originality: It’s the first brand that used this insight• It’s the core of this advertisement• Specific for only businessmen
INSIGHT“Talent in business is to get on early”
4 PROPERTIES OF ADVERTISING INSIGHT
• Hit the deepest part of consumers’ heart• Forget extreme-tones communication and create messages that can resonatewith consumer
- Communication is a tool to differentiate from competitors (Jack Trout)
=> Original consumer insight will draw original massages
The core of the message (not a peripheral aspect) or better the core of the relationship (=everymassage)
Make appeal to the sense of belonging to a specific sub-culture
A GOODADVERTISING INSIGHT
5 levels of depth of Advertising Insight• Aestetic• Everyday problems• Beliefs and attitudes• Emotions and sensations• Social and individual self
Tell about Function
Tell about Emotion
Tell about Dream/Desire
This Insight reflects the basic needs of consumers
This Insight reflects a consumer’s emotional need more
than a functional need, so Brand create a great experience for them, make brand’s lifestyle and value fit for them
This Insight reflectsa dream of consumers that they want to have in their life
Focus on functional benefits e.g. from competitor’s
product that consumers still are not satisfy or category
convention
Comes from consumer motivation or emotion like Fear, Hope, Pleasure
Comes from Belief, Faith, Ritual cultural tension
DIFFERENCE
THERE ARE 3 TYPES OF COMMUNICATION/ADVERTISING INSIGHT
HOW TO FIND
OBSERVATION
UNDERSTANDINGAnswer WHY question
INSIGHT
Advertising Insight:In a modern life, I not only want a fresh drinks but also be good for
my long-term health
=> Focus on function
https://www.youtube.com/watch?v=K9GXCTTBBL4
Advertising Insight:Smiling is as a representing for the confidence. So, as a mom, I always want my child to smile
most beautifully
Advertising Insight:I dream of a real men who can overcome any challenge and
willing to help others
https://www.youtube.com/watch?v=2mRcxAptiww
https://www.youtube.com/watch?v=DEgPxtPj6tY
DEVELOPMENT PROCESS FOR CAMPAIGN/ ADVERTISING BIG IDEA
Communication
Objective
CommunicationBig Idea
Market Understanding
ConsumerInsight
Business/Brand situation
Campaign/Advertising Big Idea
CommunicationBig Idea
Campaign/Advertising Big Idea
PROPOSITIONING
DEVELOMENT
EVALUATION
MARKET UNDERSTANDING
Understand the market, category
Understand competitors
BRAND/ BUSINESS SITUATION
What is the brand vision?
What is the business status?
CONSUMER INSIGHT
Segments
Insight
What is the brand objective?
What is the brand problem?
Define communication needs & objectives-Change consumer’s perception-Change consumer’s attitude/ behaviour - Drive people’s action
Develop communication strategy1.Communication approach2.Direction3.Campaigns: short-term, long-term
COMMUNICATION OBJECTIVE COMMUNICATION BIG IDEA
Long-term plan
Durable
PROPOSITIONING
MARKET UNDERSTANDING
BRAND/ BUSINESS SITUATION CONSUMER INSIGHT= + +
WHERE TO LOOK FOR A
PROPOSITIONING?
Ways of using product Product characteristic User Characteristics
Price Characteristics How product is made Satisfy people’s desire/ people’s benefits
Image Characteristic Company heritage Other
HOW TO DEVELOP A PROPOSITIONING INTO A GOOD
PROPOSITIONING?
DEVELOMENT
Concrete
Story
Simple Unexpected
EmotionalCredible
EVALUATION
WHAT IS A GOODBIG IDEA?
1. Big idea is campaign -able
2. Big idea stretchsBrand
3. Big idea resonate with consumer
4. Big idea are disruptive
5. Big idea has a talk value
6. Big idea transcend time, cultural and
geographic boundaries
PROPOSITIONING
EXAMPLECategory: Dairy Brand:Vinamilk Ong Tho sweeten condensed milk: “Vị ngon cùng năm tháng”’
Market understandingDairy:- Milk is the most popular category with
USD866 million value (2013)- Vinamilk is the market leader - Trend: In addition to health benefits, they
are attracted to dairy products which bring joy and excitement
Sweeten condensed milk:-Lowest market growth in dairy cate: 3%/year -Competition environment: DutchLadyBrand/ Business situationOng Tho Brand Appear in Vietnam market for 40 yearsThe market leader in sweeten condensed milk with 87% marketshareBrand problems: + In the past, Ong Tho sweeten condensed milk is mostly mixed with water, is used to eat with bread or make flavor with coffee + However, now consumer drink water milk instead of Ongtho. The consumption fell + Besides, the brand is quite old that does not fit to present anymore
Consumer Consumer understanding: More and more Vietnamese people actively look for ways to escape from their daily hectic lifestyle and reward their hard work. Hence, in addition to health benefits, they are attracted to dairy products which bring joy and excitement.Consumer Insight: I want to share happy moment with my family throught the food in out daily life.
Communication objective -Raise awareness of the role of Ong Tho SCM in connecting family members. -Increase consumption
Campaign big idea“Hạnh phúc trong căn bếp ấm”Proposition: Way of using product: add excellent complimentary product for different drinksDevelopment: emotional and story Evaluation: resonate with consumer
Communication big idea“Vị ngon cùng năm tháng” High light traditional value of Ong Tho in family Story telling format to touch consumer heart
EXAMPLE Market understanding -‐Shampoo was the largest hair care segment with 72% share-‐Unilever held 35% share as a whole in 2013, followed by Procter & Gamble with 23% share and Marico with 12% share
Brand/ Business situation-Many girls nowaday want to dye or curling their hair for morden and out-standing appearance. -Rejoice, shampoo brand for natural straight hair, lost their market penetration because of this trend.
Consumer Consumer understanding: Along with increase of ‘Western cultures’ popularity, young Vietnamese people are more assertive and confident.Individualists are more likely to maintain their views, despite potential opposition from social groups Consumer Insight: I want to maintain my natural black hair but i afraid it not in shape and shiny enough to help me gain confidence.
Communication objective -Spread out and celebrate the trend of keeping girls’ natural hair -Gain girl's confident with their natural hair.
Campaign Big Idea “Tự hào vẻ đẹp tóc thề"contest Proposition: Image characteristic: confident girl with her own beauty to complete life’s missions and obtacles Development: Simple and emotional with story-telling Real people with real story