PowerPoint Presentation

Assigment

HELLO!We are:

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Mai Trc NghiNguyn Th ThmL Thanh VyV Thanh Bnh

1. Self-concept connection: Using the brand helps consumers address a life issue, such as a need to belong or a fear of growing old. Anlene3

Xng chc kho mi ngy tn hng cuc sng nng ng

5Mission Our vision is to be the natural source of dairy nutrition for everybody, everywhere, everyday

6Vission Dairy is the hero of our story. We have a pure, natural product with unlimited potential. There are nutritional possibilities weve yet to explore.

7What we see?

8A solution for fear of growing old and osteoporosis

Raise the awareness of osteoporosis for women aged 30 and older.With studies and surveys, Anlene provides specific data and scientific evidences to prove that women aged 30 and older have higher risk of osteoporosis.

9 In addition, advertisements of Anlene also strike hard at the fear of facing osteoporosis. These hit general sentiment of women entering middle years and children who care for their parents.

10Offer products that help prevent and treat osteoporosis.

Besides raising awareness about osteoporosis and its consequences, Anlene offer itself as a solution for all the fear of women about that.By providing milk that cure and reduce the risk of osteoporosis, Anlene has relieve anxiety in the costumers which enhance its importance.

11 Through Anlenes products and marketing campaigns, it is offered as a solution for the fear of getting old with bone issues. It shows how the brand understands and cares for their customers which create trust and dependence.Anlene has become the top of mind brand of milk whenever people think of osteoporosis or milk for middle-aged people.

2. Interdependence: Brand is inextricably woven into consumers daily life and routine.Colgate12

Our three core corporate values: Caring, Global Teamwork and Continuous Improvement.Ian M. CookCEO of Colgate-Palmolive

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15What they say?

16Act with compassion, integrity, honesty and high ethics in all situations, to listen with respect to others and to value differences. Protect the global environment, to enhance the communities where Colgate-Palmolive people live and work, and to be compliant with government laws and regulations.Mission

17VisionUnderstanding consumers and customers expectations and continuously working to innovate and improve products, services, and processes,

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What we see?

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Campaign: Keep British SmilingColgate stimulates people take photos and share a smile for charity. This campaign is everyone who walks on street will receive a gift from Colgate then take a photo with smile and upload on Facebook.

Each picture has a value of 10 smiles, each comment is 2 smiles and each like is one smile. When Colgate collects enough 1 million smiles, 10000 Euros was donated to Barnardo company whose slogan is Believe in children. This company believes that helping children smile give them confidence to develop themselves.

~> Colgate becomes customers favorite, admire and believe brand.

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Campaign: Colgate The Ice Cream and Candy

Colgate gives attendees ice cream and candy. After eating these sweetens, children will see the toothbrush with the message Dont forget! This message not only remind children to brush their teeth after eating sweetens but also interesting children~> Colgate makes a strong impression, allows users enjoy their hobby of eating sweetens but still ensure to protect their healthy dental.

3. Nostalgic attachment: Brand brings back memories either because it was used at an earlier time in life or because it was associated with loved ones.Bitis21

Nng niu bn chn Vit

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24What they say?

25Meet customers needs with high quality and various products.High prestige and high qualityMission

26Vision

Become a big company of customer goods in Asia

27What we feel?

28Used at the earlier time in lifeBitis is famous for kinds of shoes for children, especially is Vietnamese children.Targeted consumer: children 1-15 years old (8x and 9x generation)Targeted customer: parents choosing shoes for their kids base on the softness and durability of the product

29An annual program of Bitis started firstly in 2006 with 1000 scholarships and Bitis shoes for students. This campaign is still continue until now, which helps customers especially children become more and more familiar with Bitis products.

Program usually takes place in August at which a academic year begins, which makes it easy for this brand to access its targeted consumers.

Money supported:+ In 2007, 1.5 billions+ In 2008, 2 billions+ In 2009, 2.5 billions....Campaign Bitis nang niu ban chan Viet

30Besides, Bitis also is the sponsor for many programs mainly supporting students such as: Tiep suc cac em den truong, Hoc sinh khuyet tat vuot kho, ...

31After several time quite,, Bitis comes back amazingly through many Marketing campaigns in 2016 and 2017: UberMove (1/4/2016)

Bitis together with Uber, carried out a Marketing campaign to introduce a new product to customers, UberMove.Result: 7000 people used Uber to take a change for this shoes.Associated with loved memories

32Together with Young Marketer, Bitis successfully pr Bitis Hunter, product for young and dynamic people, to customers. The concept of the competition is For Vietnam young generation to more than 150 minites per weekResult: more than 1100 young people from all religions of Viet Nam joined in Young Marketer with the topic related to Bitis Hunter. Additionally, through these young potential marketers, Bitis can remind people about its brand.Bitis and Young Marketer

33Product: Bitis Hunter Targeted customer: young people (18-25 yrs means 8x, 9x generation) love movingStratergy: Controversial StatementKOL: + teamgo: Pho, Giang Hoang,..+ teamback: Nguyen Ngoc Thach, JV,...Atract people attentionMV for ads: Lac troi by Son Tung is produced at the Gold time 00h00 1/1/2017 and Di de tro ve by Soobin Hoang Son points out exactly the concern of ypung people.MVs spread rapidly with more than 9.1 million view within 24h for Lac troi and more than 1 million view within the short time.People (including used and not used Bitis before) become more impressed by Bitis.New Year campaign 2017

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4. Love and passion: Consumers feel affection/passion for the products and may experience separation anxiety if its not available.Trung Nguyn coffee35

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D c phi xi tung t ny ln cng phi lm to ra nhng tuyt phm c ph ngon nht th gii, chuyn cho no sng to v thnh cngng L Nguyn V

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What they say?

39Trung Nguyn with numbers

13,265,826,449 cups of Trung Nguyen coffee consumed as of 201360 countries importing Trung Nguyen coffee: US, Canada, Russia, England, Germany, Japan, China, etc89%, the result of Blind test,G7 coffee is chosen over foreign leading brand11Tr-17Tr Vietnamese households purchased Trung Nguyen products (according to market research results in 2012).

Past campaign

40Effected G7 >< NescafeG7 - the first instant coffee of Trung Nguyen On November 23, 2003, G7 instant coffee was introduced in the G7 Instant Coffee Festival at Reunification Palace which attracted thousands of participants. This marketing campaign went with Vietnamese agricultural brand development programs, especially carried out the Blind test for customers and the result is amazing:+ 89% for G7+11% for Nescafe

41Maybe we think it is a wrong decision of Trung Nguyen to choose Nescafe, a big fish in instant coffee, to be the competitor. However, the campaign brought us a whole new look about the problem, to be more specific:PR: taking advantage of customers supporting Vietnam productsTargeted customer: people being busy or having a little time for a traditional coffee such as student and officer,While Trung Nguyen with Trung Nguyen coffee for providing creativity for success and creative energy for brain is exactly suitable with these people

What we feel?

42Effect: + result 2005: Nescafe 44,05%, Vinacafe 28,95% and G7 21,8%+ result 2011:

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G7 has become more and more familiar to customer usually using coffee because it helps them save time, is easy to use and has traditional meaning about Vietnam coffee.They are interested in G7 (product of Trung Nguyen)

5. Commitment: Consumers stick with the product through good or bad times either in his or her life style or in the products life cycle.Apple44

Think differentSteve Jobs

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47What they say?Apples vision statement and mission statement are bases of the companys success as one of the most valuable companies in the world. Established in 1976 in Cupertino, California, the firm has become a symbol of innovation and elegance in design. ~~> These characteristics are linked to Apples mission statement and vision statement, which continue to motivate the companys employees to support and contribute to innovation for competitive advantage. Apple Inc. has changed its mission statement and vision statement recently~~> Evolve over time to address changing organizational and market conditions.

48Mission Apples mission statement indicates the actions needed to ensure that the company continues in its success path.Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.

49Vision Apples vision statement shows the direction of the companys growth and product developmentWe believe that we are on the face of the earth to make great products and thats not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we dont settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when were wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.

50Insight Customer: A Apple consumer is generally very high income, Asian, and adolescent age.

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52 Customer: A Apple consumer is generally very high income, Asian, and adolescent age.

6. Partner quality: Consumers seek certain positive traits in the brand such as dependability, trust, worthiness, and accountability the same qualities as one would look for in a best friend.Frudential53

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Always listening, always understanding

56MissionWith understanding and devotion, Prudential Vietnam commits itself to the best financial solutions for the improvement of life quality for each client

Vision57

Being the first-choice life insurance service provider of Vietnamese families.

58WHAT WE SEE?

59A trusted friend

Provided difference plans of insurance that guarantee the stability and peace for customers whole life.Prudential has plenty of insurance plans for difference periods in life which suit with difference customers that make them feel secure and confident while using the service.

60Sponsored for academic competitions that empower the next talented generation.

Van Hay Chu Tot Competition

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Sponsorships for certain academic competitions of Prudential locate themselves in customers mind that they are a organisation which cares for the talents and development of their children.Viet Ve Ne Nep Song Thanh Lich Van Minh Competition

62Sponsored for the domestic relief programs.

Prudential sponsors treatments for women suffering from gynecological diseases

Prudential sponsors fund for renovating poor elementary schools

Prudential sponsors fund for reducing natural disaster risk for the Central Region

63Sponsorships for certain ethical programs of Prudential locate themselves in customers mind that they are a organisation which cares for the society, not only the education of the children, but also the health of the adults.

64 Prudential cares for its customers, and the whole society. Prudential has been well delivering its promise: Always listening, always understanding and creating trust, dependability, worthiness, and accountability - the same qualities as one would look for in a best friend.

7. Familiarity: Consumers describe a sense of deep familiarity with the product and an understanding of its attributes.Vinamilk65

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Mun c sn phm i u trn th trng th phi lun sng to, sng to l yu t sng cnMai Kiu LinTng gim c Vinamilk

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What they say?

69Mission Vinamilk committed to community nutrition and high-top quality that reflects our respect, love, and his responsibility for human life and society

70Vision To become the leading Vietnam beliefs about nutrition products and the health service of human life

71What we see?

72Vinamilk provides scholarships to poor pupilsBesides strong growth, Vinamilk also pay attention to social development. Especially those scholarship programs for poor children

73 Currently, in Vietnam, there are still many children in difficult circumstances, has not been adequate care in terms of nutrition, very little milk or even milk is not known what led to the development of the can nature and their intelligence is limited. Vietnam Stops Growing Milk Fund was established in 2008, under the chairmanship of NFVC - Ministry of Labour in cooperation with Vinamilk, aimed towards children in difficult circumstances in the countryDAIRY VIETNAM FUND LEMURS

74 Scholarship Fund Vinamilk - Nurturing young talent Vietnam" was originated in 2003 with the proposal of Vinamilk and be approved, chaired by the Ministry of Education and Training. The purpose of the program is to encourage charter elementary school children nationwide with good academic performance and progress in the spirit of learning and training.SCHOLARSHIP FUND VINAMILK NUTURINGVIETNAM YOUNG TALENTS

75Understand target custumerVinamilk is one of the dairy companies have exciting promotional activities in the market. The success has been based on thorough research subjects consumers - that is children. Understand the interests of children, it is like the animated film, cartoon characters, funny pictures and colorful, ..., the manufacturer has designed an ad should fully meet the criteria.

76Vinamilk has been successful particularly in the use of images cow, although cow image is used repeatedly from year to year, but probably the same cow image became a familiar thing in family.

77THANKS!