Post on 16-Apr-2017
TEAM 1Hiếu Ân - Bảo 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
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.
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
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
- 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
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
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
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
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.
Communicate the promise: Stay consistent through years
Delivering the promise through channels
Sponsorship Consumer promotion
TVC
Owns kids football platform
Activation eventsPR
Strengthening the promise
New product launching through yearsOriginal product
Original formula
New formula based on VN market need
2005 2007 2014
THANK YOU
ELITE DEVELOPMENT PROGRAM 4