YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 3.1]

Trương Liêm + Ky Vy + Phuc Hâu

Insight is defined as PENETRATING UNDERSTANDING that hooks the brand into the consumer needs/wants.

The following stratification of insights is based on the DEPTH in which marketers can PENETRATE and gain

understandings from CONSUMERS.

The depth of your penetration does not go along with the efficiency of your insight and depend on the

objectives of your strategy

GESTURES AND SYMBOLS

Oreo: Children love what they instinctively discover for themselves “Eat the middle first

and save the chocolate cookie outside for last“ which is the best way to enjoy OREO.

https://www.youtube.com/watch?v=EPSN8-xnf0M

Vinamilk yogurt White Nose: People often have their nose covered with white yogurt

when they enjoy it. It is when they find it too delicious that they instantly forget their

manner

https://www.youtube.com/watch?v=vOSwJt1ngOM

Meizan Cooking Oil: People often cannot resist from eating stealthily fried food when

their mom or wife is cooking in the kitchen. This makes the housewives happy

https://www.youtube.com/watch?v=nSqLOLt9VGg

EVERYDAY PROBLEMS

1

2Dulux Easy Clean: As a mom, I usually get angry with the my kids for the stains on the

wall resulted from their innocent games because they are hard to clean.

https://www.youtube.com/watch?v=khjoKn24rFI

Dumex Fruit&Veg: As a mom, I have often have trouble getting my kids have

vegetable in their meals which is good for them. This is because vegetable is not tasty

enough for kids.

https://www.youtube.com/watch?v=rNm-Ijfz_V8

P/S: As a busy woman, I have to ocasionally leave my kids under grandma’s attention.

However, she often satisfy their craving for sweets which is harmful to their teeth

https://www.youtube.com/watch?v=-C3aNrHlr2Y

HOW DEEP

YOU

PENETRATE

BELIEFS AND ATTITUDES

EMOTIONS AND SENSATIONS

3

5

Neptune: Parents often tell lie to you just to assure them that they are okay

which is contrary to the truth that they are not okay and they want you for Tet.

https://www.youtube.com/watch?v=1DKuuPHpvQQ

Cool-Air: When losing concentration, even the daily job of driving feel like the

most challenging one.

https://www.youtube.com/watch?v=JZKTXmnYiWM

Oppo: As a young man, I enjoy exploring new things, taking new journeys and

forget that the most precious moments are the ones I spend with my mom

https://www.youtube.com/watch?v=qsNKfk4xUwA

Coca-Cola 2nd Live: People are more willing to reuse the Coca-Cala bottes

as long as they find it useful and bringing them happiness.

https://www.youtube.com/watch?v=k_G_OnpQGL8

Sprite: As a youngster, I want to show my personality to the world and satisfy

my thirst for creation in my everything, even on my beverage tin.

https://www.youtube.com/watch?v=rcSuF5QLv2U

Yamaha Grande: Young women often see French ladies as the most elegant

and set them as the ideal self-image. They want a bike that make them feel

elegant like French ladies.

https://www.youtube.com/watch?v=08Dwxecs8PU

OMO siêu bot: Women believe that the more foam there are when washing

clothes, the easier it is to make the clothes clean

https://www.youtube.com/watch?v=LC5CtggQk-QHi t Ha instant noodle: People who are a fan of spicy food often see eating

them as a challenge and they enjoy taking such challenge

https://www.youtube.com/watch?v=Zm2ww5mtG1A

Viettel: Teenagers believe that their parents belong to a different generation

and thus cannot understand them. This why thy don’t let their parents have a

chance to change and get to understand them.

https://www.youtube.com/watch?v=mP9itmjZNGA

4

SOCIAL OR INDIVIDUAL SELF

HOW DEEP

YOU

PENETRATE

Insight is defined as penetrating

understanding that hooks the brand into the

CONSUMER NEEDS/WANTS

Besides, there are also other way to stratify

insights, based on different platforms and

definitions.

For example, based on how brands can satisfy

consumer needs and wants, we have:

Functional Insight

Emotional Insight

Inspirational Insight

Therefore, there is no perfect way to stratify insights. It depends on

your point of view

HOW TO DEFINE AN INSIGHT

DEFIND THE TARGET CONSUMER

• Define and choose the TC for the brand or product

INFORMATION COLLECTING

• Information about consumer’s behaviors and attitudes.

• Interview, talk with TC or others to explore.

UNDERSTANDING

• Understanding why TC do it? What is the driver, barrier?

INSIGHT

• How your business provide a break through solution for TC needs?

• Is it competitive and unique enough?

ACTION

• Bring it and link it to business

Males, 18-25

Urban Focus

BC

Healthy

conscious

• Doing exercise for

better heath.

• Desire a good body

shape

• Milk is nutrition drink

• Good body shape with sharp

muscle is signal of real men.

• They use the supplement

product for muscle build up

I do exercise to shape up

my body. Sometime, I use

supplement product, but

I’m afraid of side effect. I

wish I have a drink/milk

that can support for my

muscle in a safety way.

SOY-MEN – the

first specialized

milk for men.

DIG DEEP TO FOR THE UNDERLYING INSIGHTContinuously asking: Why they said that? Did that?

Why is it important to say/to do that? What does it mean? So

what? What Deep dive till find a hook for brand opportunities

Currently, I don’t

like to use hair

wax frequently

To me, caring

appearance too

much is considered

of lacking

masculinity

It takes too much

time. For some

occasion, it’s ok.

They also seek

for the good

appearance

They’re afraid of

judgment from the

others

OBSERVATION INSIGHT

INSIGHT FOR BRAND AND ADVERTISING IDEA

A good insight is based on FUNDAMENTAL TRUTH, CATEGORY SPECIFIC, DEEP EMOTIONAL DRIVERS, and PERSONAL. And it

also meet 3 criteria's: RELEVANCE, DIFFEREATION & ACTIONABILITY.

There are different types of insights. Based on the businePss objective, marketing objective in different contexts, situations, we

will have insight for brand positioning, communication, activation, innovation. And for different insights, we will have some

added criteria's to define a GOOD INSIGHT

BRAND CONSUMER

The promise (positioning) is based on the brand insight. The

brand insight must be defined for a LONG TERM problem to

create the brand advantage and sustainability in a long run.

With the brand promise, there are variety ways to deliver, to

tell the story to the consumer with a COMMUINCATION

INSIGHT. The communication insight is define for a SHORT

TERM problem in a specific context. Moreover, it must be

reflected with the brand and communication challenge.

BRAND IDEA

ADVERTISING IDEA

For men, drinking beer is a signal of masculinity and

charisma. The iconic Asia beer brand by using and

leveraging the power and creativity of the Tiger symbol.

For the youth, we’re all living in the burden pressures and

expectations from family, society and themselves also.

The CAGE is the powerful symbol UNCAGE campaign

Don’t live in the CAGE Tiger – Đánh thức bản lĩnh.

PROMISE

Tell the STORY

to consumer

CONSUMER INSIGHT IN

MARKETING PROCESS

SITUATIONAL ANALYSIS

To know who you are and what’s around you -

5Cs model: Consumer, Company, Competitors,

Collaborator, Context.

STP

• Segmentation (Segment the playground)

• Targeting (Choose your target consumer)

• Positioning (Create your promise)

MARKETING MIX

• Proposition (A small promise)

• Product (Make the brand’s promise in a

tangible form)

• Packaging (Make it attractive from the

outside)

• Price (How much consumer wil pay?)

• Place (Where do consumers can get accesss

to your product?)

• Promotion (Everything you do to encourage

consumer to do what you want them to do:

purchase, loyal, try... Including: advertising,

PR, Activation...)

IMPLEMENTATION

Execute activities

planned to meet the

objective of the

campaign)

CONTROL & EVALUATION

• Tracking (make sure executing

activities are fully executed)

• Evaluate (Evaluate the effiency of

every activities and the campaign)

• Improve (Gain experiences to

improve the on-going activities and

for the next campaign)

BRAND POSITIONING INSIGHT

TRADE MARKETING INSIGHT

BRAND COMMUNICATION

INSIGHT

ACTIVATION INSIGHT

BRAND INNOVATION INSIGHT

PORTFOLIO PLANNING INSIGHT

PACKAGING INSIGHT

BRAND POSITIONING INSIGHT

Insight: Among those long-existing drinks(soft

drink, fruit juice...), I want an extraordinary

natural taste drink that cheers my soul up so

that i can live my life to the fullest.

To WHOMVietnamese youngster, 15 – 25 y.o, social-active,

daring, bold.

Provide what NEEDAn extraordinary natural taste drink that cheers my

soul up.

DIFFERENTIATED by the mix of fermented milk and natural fruit juice

which has an extraordinary and natural taste.

REASON to believea product of Friesland Campina, modern

technology of natural milk fermented, natural

fruit juice.

Where brand create its promise to meet consumer’s

need/want/desire

BRAND COMMUNICATION INSIGHT

Insight: As a youngster, I treasure my young lifetime and want to my live my youth to the fullest but at some

moments I hesitate to do what I wants as when I looks back, I saw it was such a waste.

Yomost believes that youth is the most

beautiful time of a human, it’s when your

life is full of new challenges and new

opportunities.

Since there is no “PAUSE” button for youth,

Yomost encourages youngsters not to

hesitate and waste the current moments,

go for everything you want when you are

young to “TASTE EVERY MOMENT TO THE

FULLEST”

https://www.youtube.com/watch?v=rjNiEhMAQJY

Generating an idea and message that can make consumer response in the way we want them to

PACKAGING INSIGHT

Insight: I want to show my young spirit even in

the drink I hold and the way I drink as the

paper box is too old-fashioned and boring

In convenience stores, Yomost Jellyz is

displayed very lively with young and

attractive message at the counter, where

young consumer most likely to decide to

try the new product.

TRADE MARKETING INSIGHT

Insight: I live fast, dare to take challenges and

want to try new things.

Paper box Plastic bottle

Paper is boring and old-

fashioned

Plastic is more modern and

posher.

Cubic shape looks boring

and childish.

Curved bottle is cooler in

hand.

Drink with straw is

considered childish

Drink with head holds up

show youngness and

coolness.

Make the product so attractive, meet the need of

consumer and significantly increase the chance of

buying product of consumer

Affect directly to the purchasing decision of consumer at

the point of purchase, sometimes competitors wins over

others at this point

BRAND ACTIVATION INSIGHT

Insight: I want a way to send my love message to

my loved one but the paper card is for old

generation and kind of boring.

Nắm bắt tình yêu, vượt qua ngại

ngùng cùng YoLoveCụ thể hóa những việc mình

muốn làm cùng YoList

Insight: In my youth, I want to do so many

things I want but my busy life makes me forget

about all those things.

An mobile application that help you to

create your own digital card which can

give your love message to your loved

one in a very young and lively way.

An always-on digital platform(www.yotime.com.vn)

which urges Vietnamese youth to create their 'YoList',

a bucket list of things they want to experience - fueling

their drive to pursue them and live life to the fullest.https://www.youtube.com/watch?v=CCAZW8kjiwI

https://www.youtube.com/watch?v=31FyxJ8bdzk

Make the brand promise and the communication idea come to life for consumer to experience.

Insight: Experiencing new and extraordinary

things in my daily activities is a way for me to

live my life to the fullest

Beside original flavor like: Orange,

Strawberry, Yomost introduced very new

and different flavor like: Pomergranate

and Rasberry, Sea buckthorn and

Melon, Peach.

Insight: As a youngster, I want to try new things

and make me different from others.

BRAND INNOVATION INSIGHT PORTFOLIO PLANNING INSIGHT

The new Yomost Jellyz which has jelly beans beside the

original fermented milk and fruit juice that give you a whole new and extraordinary experiences.

https://www.youtube.com/watch?v=dEDKy1HVT8s

Create a portfolio which suit the insight of consumer and

ensure to deliver the promise of the brandExisting throughout the market process from Marketing mix

forward, Innovation insight can help