Young Marketers Elite 4 - Assignment 1.2 - Yến Anh + Thái Hoàng + Hoàng Yến + Quang Minh

1. TEAM 4
ASSIGNMENT 1.2
Yến Anh | Thái Hoàng | Hoàng Yến | Quang Minh

2. Question 1
Being smarter at developing a real consumer relationship by providing
something beyond the product/service definition
Usefulness – BigC
Meaning – Co.opMart
Significance - Sunsilk
Substance - Rejoice
Value – Long Beach Pearl
Question 2
Category Transformation Explanation
AGENDA

3. CONSUMER
BRAND
NEED
COMMODITY
WANT
CONSUMER’S
UNDERLYING
MOTIVATOR
INSIGHT
PROMISE
Product’s attribute
Consumer’s benefit
(Functional & Emotional)
Consumer’s value
(Emotional)
Hidden truth
CONSUMER TRUTH
CATEGORY TRUTH
BRAND
TRUTH
Compe
-tition
QUESTION 1

4. 5 LEVELS OF CONSUMER’S
UNDERLYING MOTIVATOR
1. VALUE
(VALUABLE)
2. SUBSTANCE
(ESSENTIAL)
3. SIGNIFICANCE
(IMPORTANT)
4. MEANING (MEANINGFUL)
5. USEFULNESS (USEFUL) the quality or fact of being useful
what is meant by a word, text,
concept, or action
the quality of being worthy of
attention; importance
the most important or essential part
of something; the real or essential meaning
a person's principles or standards of
behavior; one's judgment of what is
important in life
• Brand makes choice to provide a motivation of which
the level is perceived by target consumer in
comparison with those being offered by competitors.
• The chosen motivator must be consumer-relevant and
competitor-dissimilar
• The brand’s effort in turning consumer’s benefit to
consumer’s value means providing consumer
something more and different from those offered by
competitors
• There’s no better or worse choice
STEPS TO CHOOSE MOTIVATION AND
DEFINE THE LEVEL OF THAT MOTIVATION
UNDER BRAND’S PERSPECTIVE
STEP 1. CATEGORY TRUTH
Product attributes
= Consumer’s benefit
(functional and
emotional)
A collection of
Consumer
possible values
(emotional)
Develop
STEP 2. CONSUMER TRUTH
• Sketch out some consumer’s scenarios when there’s
no help of the brand’s product
• Target consumer => Tension => Motivation
• Each scenario leads to a possible value (underlying
motivation) that brand can provide to consumer
⇒ A pool of relevant truth
STEP 3. BRAND TRUTH
Value stem from product truth that brand chose to
deliver to be different from the competitors

5. CATEGORY TRUTH
BigC and Coop-Mart belongs to the Category of “Supermarket & Retailer”
that provide common product attribute: "Wide selection of product choices,
competitive price, Occasionally sales promotion program, Authentic goods, Bargain
Elemination, Large and Comfortable shopping space
But these 2 brands have different ways in developing the consumer value
(Meaning)
(Usefulness)
USEFULNESS AND
MEANING
CONSECUTIVE &
ECONOMICAL
SHOPPING
FRIEND

6. CONSUMER & BRAND
TRUTH
TARGET CONSUMER TENSION & INSIGHT BRAND TRUTH MOTIVATION
CoopMart
PRIMARY TARGET
• Women – mostly got married;
25- 50 y/o
• BCD
• Modern, personality, high
requirements about quality and
service
• Concern the quality of life and
care for the family
• Interested in the new shopping
experience
• Pleased to have respect for
service
I do not just go to the supermarket
because of the convenience, good
product for me and the entire
family, but also want to enjoy the
new shopping experience
Coop Mart is a leading Vietnamese
supermarket brand
+ Functional: quality goods, affordable
prices
+ Emotional: friendly and reliable,
devoted service
=>> They understand Vietnamese
people and always wants to bring the
devoted service and reliability to our
customers
FRIEND
(MEANING)
BigC
• Women, 22-40 y/o
• Urban, class BCD
• Busy but caring, Don’t have
much time to shopping for
grocery (one /twice a week),
prefer cheap but good quality
and hygiene product.
I am a traditional woman in home
with average income, so I have to
shopping continuously. I do not
have much time, I do not want to
bargain, and I want to really
relaxed during shopping times. I
love sales, especially daily sales,
which can offer me various choices
with low prices. This can make my
day more exciting and useful.
“low price for every household” is the
competitive advantage. which bring
customer the comfortability and
peace in mind due to the free-from-
price-pressure shopping.
ECONOMICAL
SHOPPING
(USEFULNESS)

7. BRAND PLATFORM: Consecutive Sales Promotion
BRAND PROMISE: Big C brings to customers the warranty, comfortability and financial pressure decrease through
offering the lowest price for daily goods, help them enjoy their life easily and relaxedly.
BRAND COMMUNICATION IDEA: Giá rẻ cho mọi nhà
LOW PRICE
(FUNCTIONAL BENEFIT)
PEACE IN MIND
(EMOTIONAL BENEFIT)
ECONOMICAL
(USEFULNESS)
MILESTONE IN BRAND’S EVOLVEMENT
Since 2014 , Big C set-up its sale promotion platform with many campaigns weekly, daily and in specific occasions Sell with cost price, Sell without
benefits, Surprise early weekdays, Surprise price for late weekdays, Same price at 10,000 VND, Daily goods hunting, 7 days full of excitement, Daily
shock price. This generates shopping habit for customers who are addicted to hunt shock price goods and shows that Big C always connect to
customers by their usefulness – consecutive sales promotion.
2009
2012
2013
2015
2016
9 products with surprise
price – Big C having first 9
products with lowest price
in the Market
Honor the beauty
of Vietnam – Sales
promotion for
women beauty
products
Lauch Big Coin –
Preferential Card for
Big C
“Vietnamese
wonderful flavor”
Competition
Price Warranty (Platform) –
Announce that all FMCGs in
BigC have the lowest price
comparing with other
supermarkets within a radius of
7km
½ price for
second
product
Gift for Dad – Sales
promotion for men
products
2014

8. PRICE WARRANTY CAMPAIGN:
Big C announced that all FMCGs in their
marts have the lowest price comparing with
other supermarkets within a radius of 7km.
They also commit to give free the products if
customers find out any lower price goods
following the rules. Clearly, this strengthen
the emotional benefits to customers, and
also prove the usefulness connection to
them.
BIG COIN
In 2013,Big C decided to launch their own
Preferential Card named Big Coin.
Customers use this card to accumulate
points so that they can be discounted every
products in Big C. This was really a successful
step of Big C to attract loyal customers,and
the fact shows that Big Coin has been
considered one of the best Preferential
Cards in Vietnamese market ever.
HONOR THE BEAUTY OF VIETNAM
Sales promotion in women days, including
8/3 and 20/10. In these days, Big C will
cooperate with many beauty brands such
as hair care products or lotions products.
This is a great platform as most of shopping
customers are married women who desire
to refreshtheir appearance.
GIFT FOR DAD
Sales promotion in Father Day occasions.
In this sales, Big C offer shock prices for
products for men. This platform has been
executed from 2016 but receive many
positive reacts.

9. BRAND PLATFORM: A reliable friend
BRAND PROMISE: Co.opmart take care of customer with dedication and understanding. We always strive to deliver
improved satisfaction and practical benefits for customers and the community
BRAND COMMUNICATION IDEA: Bạn của mọi nhà (Friend of family)
=> Friendliness, sincerity, devotion is what Coop mart want to demonstrate as in their promise
HIGH SATISFACTION
INTIMACY
FRIEND
(MEANING)
MILESTONE IN BRAND’S EVOLVEMENT
FOR CUSTOMER: Coop Mart always has many promotion program to connect with customer last throughout a year
1 2 3 4 5 6 7 8 9 10 11 12
Tet Holiday
Valentin
8/3
Coopmart
Birth day
1/5
19/5
Month green
consumption
Proud to use
Vietnamese goods
Mid-Autumn
2/9
Noel
New Year
gratitude to for
customer
20/10
21/11
Lucky
money for
voucher in
fanpage
and app
special promotions
birthday and big
holiday
special promotions
for high-quality
Vietnamese goods
greetings love
- receiving
meaningful
gifts from Coo
p mart
special
promotions for
green products
gratitude to for
parents, teachers
Sale off

10. In a nutshell
Coop Mart always treat customer as friend. Therefore,Coop Mart always has many meaningful promotion to gratitude to
customers and community => giving them the feeling familiar, approachable, sincere longterm => It make Coop Mart is a
leading Vietnamese supermarket brand
SOCIAL : maintaining regular usage fanpage, building community fanpage Coop Mart
# I love Coop Mart # Coop Mart Love you # improving quality of life
share your comments
about Coop mart- Prize
for the best coment
continue to connect with
Fanpage customer base on
emotional factors
share experiences in order to
reduce the pressure, stress,
improve quality of life
FOR COMMUNITY: Coop Mart always focus on giving meaningful for community though green activity
27/3/ 2010 : supermarkets do not provide plastic bags , encourages paper bags environmental protection
30/3 – 3 /4 / 2015:7 days of green purchasing, quick save“
6-25/6/2015:Program “Green procurement quickly get votes“ Donated more than 100,000 coupons on 7th and Sun for invoices
more than 500,000 VND
Discount for green product:

11. CATEGORY TRUTH
Sunsilk and Rejoice are in the same Category Hair Care (personal hygienic product)
that provide common productattribute - Smoothness
But these 2 brands have different ways in developing the consumer value
AUTONOMY
DREAM
(Significance)
(Subtance)
SIGNIFICANCE AND
SUBSTANCE

12. CONSUMER & BRAND
TRUTH
TARGET CONSUMER TENSION & INSIGHT BRAND TRUTH MOTIVATION
Sunsilk
- Young girls (20 – 25 y/o)
- Urban (6 key cities)
- Class: BCD
- Optimistic girls, striving for autonomy in a
world that both offers new possibilities,
and sets predefined pathways
for them
My own lack of self-belief is
often what gets in the way
of declaring myself. A
great hair on my side will
fire me up to write my own
story.
- Products customized by
world-class experts
- Keeps your hair soft &
smooth till the tips
- Perfect hair solutions, no
matter type
AUTONOMY (Significance)
Rejoice
• Young girl (18 – 25 y/o)
• Urban (6 key cities) originated from the
countryside or not
• Class: BCD
• Diversified occupation but focus on
students and freshgraduates
• Spirited, persistence, optimistic, hard-
working, effortful, tender
I keep trying with
continuous effort to make
my dream comes true . A
smooth hair will bring me
confidence on the way of
pursuing my dream.
• Smoothness Expert
• Best-in-class product
• Patented micro-silicon
technology (one of its
kind in the market)
• Steam treatment for a
salon look without salon
price
• Twice as much easy to
comb hours after shower
DREAM (Substance)

13. BRAND PLATFORM: AUTONOMY
BRAND PROMISE: To fire up young women on their journey of autonomy
STRAIGHT &
SMOOTHNESS
(FUNCTIONAL
BENEFIT)
FIRED UP TO
WRITE OWN
STORY
(EMOTIONAL
BENEFIT)
AUTONOMY
(SIGNIFICANCE)
BRAND’S EVOLVEMENT
2008 – LIFE CAN’T WAIT (SỐNG LÀ KHÔNG CHỜ ĐỢI)
The campaign in Vietnam with Ho
Ngoc Ha as ambassador featured
modern young women living their life
to the fullest. Being Sunsilk’s women,
they are independent, enjoy and
lead their lives and strive for success.
Insight: Vietnam women perceivedtheir hair as key factor
affecting their confidence, independence to explore and
conquer their world.
The campaign sent out a strong key message “Life can’t wait"
which enabled Sunsilk’s brand platform – Autonomy as inspiring
and motivating young women to believe in themselvesto seize
opportunities and write their own storiesin life with
empowerement from Sunsilk.
2010 – CO-CREATIONS (7 CHUYÊN GIA TÓC)
Launching its new range of products which are specially applied
knowledge and secrets from top hair experts in the world, Sunsilk
sent out the message that “Only Sunsilk understands girls enough
to provide hair productsthat fire them up to write their own stories.”
Message: Sunsilk is designed to help
you get perfect results, whatever
your hair type
Execution: Lauched Sunsilk Co-
creation salon with the motto “Tóc
đẹp với bàn tay chuyên gia”
Follow up by a series of competitions,activationslike “Cuộc thi
tìm kiếm 50 biểu tượng tóc thẳng hoàn hảo”, “Cô gái hoàn hảo”,
“Tỏa sáng từng centimet, tự tin đến tương lai” , etc

14. 2015 – THE LANGUAGE OF HAIR (NGÔN NGỮ TÓC)
The story of Sunsilk understanding girls went on and was amplified through
campaign “The Language of Hair”
Message: “Sunsilk – The language of hair”
Creative Strategy: invent the “Sunsilk Hair FingerComb Language”: a visual
dictionary that decodes the meaning behind every nuance of a woman
touching her hair
Execution: viral clip through Youtube and Zing, Zalo app, contests, TVC, print-
ads on newspapers, etc
The campaign delivered Sunsilk brand positioning of smooth and shiny hair.
It also connected deeply to consumer by understanding everything about
them (from insight to execution touchpoints), especially in this case is their
hair language, and providing not only hair solution but also lovely way of
expressing themselves on their autonomy journey.

15. BRAND PLATFORM: DREAM
BRAND PROMISE: Provide young girls with a key to confidence - smooth hair, helping them to turn their dream
into reality and make their lives smoother everyday
BRAND COMMUNICATION IDEA: Mượt mà, tự tin để chinh phục ước mơ
SMOOTHNESS
(FUNCTIONAL BENEFIT)
CONFIDENCE
(EMOTIONAL BENEFIT)
DREAM
(SUBSTANCE)
MILESTONE IN BRAND’S EVOLVEMENT
2006
2008
2012
2014
2016
Campaign
“Cô Tấm Ngày Nay”
Event “Thử thách tóc
mượt cùng Rejoice”
Sponsor
“Vietnam got Talent” – Trải mượt
đường đến ước mơ
The 1st
to bring this reality TV show
format to Vietnam
Tết Campaign “Trải
mượt đường về yêu
thương”
Campaign
“Rejoice - Tự hào vẻ đẹp tóc
thề”
Introduce new attribute “dry-
fast”
and brand new ambassador
Miss Vietnam Đặng Thu Thảo
Rejoice has shaped all the sphere of the “DREAM” platform fromthe common typical DREAM in the story “Country girl – Big city” to “Salon look hair
without salon price” DREAM of low-and-middle-class girls; “DREAM to shine” with your special talent regardless of your background & social class; Small,
simple but always desirable “home coming” DREAM of far-from-home girls and “DREAM” to self-actualization of modern Vietnamese girls.

16. Back to 2006 when ….
… the DREAM begin
Cô Tấm ngày nay
“Cùng Rejoice khởi đầu những hành trình mới”
• TVC “Country girl – Big city”
• Collaborate with VN Women's Associations to
raise Fund “Cô Tấm ngày nay” contributed by
consumers (500 VND will be extracted from each
19,000 VND product sold) to give supportive loans
to far-from-home young girls
• Sponsor “Cô Tấm ngày nay” radio program on
VOV3 in which young-girl audiences can have
intimate talks about their daily lives

17. The DREAM continues…
… forever after
… because DREAM is our substance!
2008 – THỬ THÁCH TÓC MƯỢT CÙNG REJOICE
The 2-day event for girls to experience the
smoothness hair earned by Rejoice under the
judgment of singer Hà Anh Tuấn
Rejoice tailored-song “Mơ tóc” composed by Võ
Thiện Thanh
2012 – TRẢI MƯỢT ĐƯỜNG
ĐẾN ƯƠC MƠ
Sponsor for “Vietnam got
talent”
2014 – TRẢI MƯỢT ĐƯỜNG VỀ
YÊU THƯƠNG
Give away 1,000 free ticket
for girls who lives in the cities
to come back the home
town in 2015 Lunar New Year
• The competition in collaboration with
VNExpress online newspaper to honor
the beauty of Vietnamese girls’ hair in
modern life, provided further
inspiration for young girls dare to live
their best and actualize their dream.
• Collect the “Tóc thề stories” of
Vietnamese girls to build the “Tóc thề
Map”
2016 – TỰ HÀO VẺ ĐẸP TÓC THỀ

18. VALUE
CATEGORY TRUTH
• Long Beach Pearl belongs to the category of “Luxury Jewelry”
• The truth behind category: Beauty, Social Status, Luxury, Elegance, Formality, Personal Style, Personal Identity,
Respect.
BRAND TRUTH
• Long Beach Pearl – Elegant and Luxurious Sea Pearl
• Functional Benefits: Luxury, high class and elegant jewelry from sea pearl, Perfect quality and appearance,
World fashion trend, Creative and professional manipulators.
• Emotional Benefits: Shining, Beauty honor, Luxury and formal feelings, High class people, Respect from
society.
CONSUMER TRUTH
• Target customer: Women, 30-50, Income A+, Successful in financial status, Having high status in society,
Concern much about appearance, Want to be respected and outstanding among the crowds.
• Insight: I have high position in society, I have much money, so I deserve to be admired by people around me.
I also want to have my own identity, a luxury and high class one, so as to be shining and outstanding in
events. I believe that a luxury jewelry brand can help me.

19. BRAND PLATFORM: Shining as Pearl
BRAND PROMISE: Bring to successfulladies luxurious and noble feelings among crowds through providing
top quality and outlook jewelry manipulated from high class sea pearl, help them shine as pearl in every
steps they go.
BRAND COMMUNICATION IDEA: Elegant and Luxurious Sea Pearl DELICATE MASTERPIECE
(FUNCTIONAL BENEFIT)
LUXURY AND NOBLE
(EMOTIONAL BENEFIT)
SHINING AS PEARL
(VALUE)
MILESTONE IN BRAND’S EVOLVEMENT
2014
2015
2016
2013
Choose Diem My
9x as brand
ambassador
Become top 10
famous brand in
Vietnam
Sponsor for Miss Universal,
become the Crown
manipulated partner
Become exclusive
manipulator of pearl
jewelry for Miss
Vietnam 2016
Throughout many activities that focus on high class level, including sponsorship or choosing ambassador, Long Beach Pearl increasingly show that
they can make their target customers feel the pride of wearing their jewelry, can shine as pearl, shine as the the Miss universe and Miss Vietnam. This
can prove that the Value Long Beach Pearl connect to customer is quite clear and at a top desirable level

20. 1. PARTNER OF MISS CONTEST
Miss Universe (2015): Long Beach Pearl become the sponsor and strategic partner in Crown
manipulation partner.
Miss Vietnam (2016): Long Beach Pearl was continuously trusted, and become the exclusive
manipulator of pearl jewelry and Crown.
This is two big milestones of Long Beach Pearl which create a luxury brand awareness, help customers
feel proud when they wear the same brand as the Miss contestants, and help them shine.
2. SPONSORSHIP
Besides Miss contests, Long Beach Pearl also sponsor for many events and partners that have the
same target segmentation with them, continue to strengthen the awareness and bring sample
images to customers. These include Sealinks Golf Tournaments (2014), Ha Vu Businesswomen (2014),
Zima Club (2014,2015),Business Style Leader Talk (2015), Honor Ceremoney Top 50 Active International
Women Leaders (2016).
As can be seen, many of sponsorship from Long Beach Pearl targets on events for successfulpeople,
which create more value to their customers when defining the concept “Shining masterpiece for
successfulpeople”.
3. FASHION SHOW PARTNERS
Last but not least, a fashion brand cannot lack of this activities. Long Beach Pearl not only sponsor for
some high class fashion show, but also be a partner of them. These include: Wedding Bliss Jewelry
fashion show (2015), Touch show of designer Quynh Paris (2015), “Lam Vu” Fashion show of Designer
Le Thanh Hoa.
Long Beach Pearl always choose top fashion shows, from famous designers to sponsor. Being in the
collection of these shows can raise the luxury awareness and create shining feeling to customers.

21. So what does it mean by “Good”?
CONSUMER-CENTRIC: If brand just focus on the product and limit the product concept under its
origin value, brand can overlook underserved consumer’s need and miss the chance to capture a
new category or even a promising industry
INITIATIVE: A brand strategist should be imaginative and dare to make a bold breakthrough
and yet STRATEGIC: Way to “born” even more new category or sub-categories is to know how to
connect every dot into a full landscape
QUESTION 2
A good branding strategist is capable of completely
transforming categories to create new categories or sub-
categories

22. Ex1:
• Chair is not JUST an object for people to sit and lean on but
something that offer them a well-fitted space to rest their
body comfortably
• Think of a firm, endurable and flexible material + new
design that act as “erected bed” for people, especially
officer who have to sit for a long time
⇒ Here comes a sub-categories: office-use chair (chair with
up-to-head backrest section, titanium fiber enable a
winding shape)
Ex2:
• Television is not JUST for entertaining demand but for home-
decorating demand also
• Think of a television, when it is off, as “an electronic iron statue”
in the house, contributing in the way the house owner express
their personal image
⇒ Here comes a new categories that almost replace the existing
one: Flat-screen TV
Ex3:
• Cell phone is not JUST a device to connect with other through
long distance. People need more feature other than “listen &
call”
• Think of a cell phone as a “smart personal assistant” with
which people can storage files, arrange appointments, send
emails and so on
=> Here comes the new categories: Smart phone

23. All the fine writing instruments, credit cards or
watch used to be the symbol of status, but
now they are losing their expressive
meanings. Nowadays, even a normal
people with average income can own the
three of them.
When customers use these products, they
decreasingly have the feeling of premium,
high class or successful people. This means a
category, in long term, can lose its
emotional benefits, and is not considered
valuable as it was.
Good brand strategists always have to think
of transforming the old categories into new
ones. For example, we can create a sub-
categories for pens so that it can bring to
the customer the feeling: successful or
expressive in a new modern way: Smart
Pens Category, the same with Smartwatch
that Apple or Samsung has manipulated.
Sometimes, it not JUST a product but PRICE does have its voice
in category transformation
That’s why we have high class, middle class and low class
product segments

24. TEAM 4
THANK YOU
Yến Anh | Thái Hoàng | Hoàng Yến | Quang Minh