Welcome message – Day 4

Dear all,
Welcome you to the final day of the Training session. Day 5 will be our last day, which is also
our presentation day to consolidate our knowledge from the beginning until now. Thank you for
being active in learning!

Hieu Hoxe & Mai Bang

Phan Trung Hieu Hieu Hoxe
In love of traveling, tourism but not so much in Marketing (weird)

PERSONAL INFO
“
D.O.B Feb 26th, 94
UNI International University
STATUS In relationship
@ LIFE 2.5 years
CURRENT JOB
“ Bán áo dạo
MAI VAN BANG Pang Chiu
Crazy for Marketing & girls. A champion in many competitions

PERSONAL INFO
“
D.O.B Sep 15th, 94
UNI Foreign Trade University
STATUS In relationship
@ LIFE 1.5 years
CURRENT JOB
“ Bán dép dạo
AGENDA
-Brand (Communication) Idea
-Advertising/Campaign Idea
-The whole framework
BRAND COMM
IDEAS
All you need to know
BRAND BIG IDEA IS Brand Products &
an attractive expression of the needs & wants a brand
personality service
best serves that simultaneously conveys the brand’s
ultimate purpose or commitment BRAND
IDEA
Consumer Internal
views beacon

BIG IDEA
BRAND CONSUMERS The driving, unifying force behind a
brand’s marketing efforts (some call it
Brand Essence)

A SUCCESSFUL BRAND BIG IDEA

“ -Strong enough to bring brand -Able to deliver benefits to
closer to its vision consumers
-Sustainable -Able to build business
-Profitable

“With Land Rover, you can get off the beaten track anywhere in the
world”

“Where families share the magic”

 Sending message Communications is crafting the messages
BRAND CONSUMER brand would like to be received, and sending
them out both to priority internal and external
audiences.

BRAND COMMUNICATION IDEA “ WHY IMPORTANT?

Brand Communication idea is a strategic concept based on brand big - It’s reflection of brand strategy in consumer way
idea, translating brand’s story into consumer’s language - A hook for agency to create
campaign/advertising idea
- Avoid being attacked by competitors and create
competitive advantage in consumer’s mind

A SUCCESSFUL COMMUNICATION IDEA WHEN CREATING A COMMUNICATION

- Long-lasting IDEA
- What brand promises and what consumers
perceive is consistent DOs DON’Ts
- Reach target audiences - Clarify target audiences - Combine too many ideas
- Differentiate one brand and others and their insight - Brand stories are
- Help brand gain profit - Single – minded with incoherent
brand idea - Too far from brand idea
- Find out uniqueness in and brand strategy
brand idea - Not deliver brand’s value
open happiness! - Choose only ONE story to
tell to consumers
- Define key words which
brand wants to own in
Dirt is good consumer’s mind
 ADVERTISING
WHAT IS ADVERTISING?
Advertising refers to the marketing communication
that businesses use to persuade, encourage or
manipulate audiences to get them to take some sort
AN ADVERTISING BIG IDEA is
Campaign/Advertising Big Idea is the single minded
creative idea that plays out in all executions overall on
PR, digital, social, TVC at a specific time/ context.
Advertising idea is conducted based on Brand

“
of action – which will make a purchase or follow
some other dictate of consumer behavior. Communication idea
Commercial advertisers use "branding," or
Can be defined as:
associating an image or name with specific 1. An attention-getting and catalytically relevant
qualities in the consciousness of the consumer, while representation of the brand position
affective advertisers attempt to get people to feel a 2. Generated in a form that is detailed enough to be
certain way or believe a certain line. executed and tested
3. And (necessary in most cases) amenable to multiple
executions.
ADVERTISING IDEA PROCESS

WHY IMPORTANT?
Planning Briefing Brainstorming Testing “ The advertising agency has to create an
actual advertising campaign – that is,
find a way of effectively communicating the
brand position. The most effective way
Choosing Submitting requires finding a winning creative idea.
Evaluation
Channels ideas
 TOOLS TO CREATE
ADVERTISING IDEAS
DEFINE YOUR KEY

PROBLEM
THE FRAMEWORK
CAMPAIGN BUILDING
All you need to know
 BRAND
BIG IDEA

BRAND
COMMUNICATION
IDEA

Advertising Advertising Advertising Advertising

idea 1 idea 2 idea 3 idea 4
CASE
STUDY 1
In real life
 BRAND POSITIONING STATEMENT

PROVIDE WHAT TO WHOM DIFFERENTIATE BY RTBs

NEED
A catalyst to escalade the -Urban, 20 – 30 years old Audacious breakthrough Aroma made with Cold
feeling of achieving -Male dominant
a
feeling Suspension process
They are:
-Achievement – oriented
-Adventurous, free
-High self-esteem
-Social
-Hanging out with guys

For millennials who are curious to know the unknown side of contemporary Asia, Tiger
beer is the premium Asian beer to make them become boldly Asian who accept new
challenge and overcome cultural barriers
 IGNITE THE TIGER
BRAND BIG IDEA
INSIDE

BRAND COMMUNICATION IDEA

DON’T LIVE IN THE
CAGE

ADVERTISING/CAMPAIGN IDEA TIGER UNCAGE

 ADVERTISING/CAMPAIGN IDEA

TIGER UNCAGE
CONTEXT TARGET CUSTOMERS
-Urban, 20 – 30 years old
Asian beer since 1932 -Male dominant
a

Strong, bold, manly They are:

-Achievement – oriented
Tiger Beer refreshes its brand -Adventurous, free
by focusing on millennials -High self-esteem
(1980 – 1990) -Social
-Hanging out with guys

CONSUMER INSIGHT
We always live in our “cell”, trying to live up to our family
expectations and the cultures where we were born.
 ADVERTISING/CAMPAIGN IDEA
PHASE 1
Key hook: TVC
3 different TVCs as 3 different
characters talking about how
they burst out of their cell and
succeeded.
TIGER UNCAGE
PHASE 2 PHASE 3
Key hook: Digital marketing
Amplify the campaign with
fanpage seeding. Content is all
about getting out of comfort
Key hook: Event zone, burst out of your own cell.
In Vietnam, Tiger Remix 2015 is
a chance for people to blend in
something new they haven’t
tried before.
CASE
STUDY 2
On paper
ELITE 5 CHALLENGE
 TARGET CUSTOMER 1
Age Segmentation is based on 2 elements: Age & YM
Engagement.
35 – 65 25 – 34 We choose: 18 – 24 with nearly 29,930 people.
4% 10% They are:
Engage - Male & female
ment - Living in HCMC
- Students or fresh graduates
18 – 24 - BC+
86% - Active on YM fanpage and YM activities
- Potential and passionate about Marketing
- Fresh in Marketing
According to Young Marketers’ Analysis

UNDERSTANDING CUSTOMER
OBSERVATION
I join Young Marketers’ I want to learn and have I want to have a better start
activities more Marketing knowledge in my Marketing career

“I want to have a better start in my Marketing career.

INSIGHT Joining Young Marketers’ activities lets me learn practical & applicable Marketing
knowledge from the top Marketers to ensure my future career.”
 STRATEGY & IDEA 2
Create a connection between target customers and YM by engaging and letting our T-shirt
become a souvenir, a thing to remember, a milestone in their Marketing career!
We sell the event, not the T-shirts themselves.

STRATEGY

CAMPAIGN IDEA:
YM CAMP:
FROM ZERO to ZERO
AD COMMUNICATION IDEA: 24 intensive hours of Marketing
CONCEPT: World PURPOSE:
- A stimulation of a real Marketing world: Training, real case - Empower/ignite the next Marketing generation => Prepare
practice, pitching,… to give the audience the picture of for the return of YM4
how the real Marketing world operates. - Deliver practical trainings to ensure campers’
- Trained and facilitated by Eliters 1 development after the camp
- Sell at least 50 T-shirts (included in price to join the camp)
 DEPLOYMENT PLAN & BUDGET 3
28/11 – 13/12 20/12 21/12 – 23/12
TRIGGER EXPERIENCE AMPLIFY
Raise awareness about the camp & Empower MKT lovers & help others
OBJECTIVE receive registration realize Marketing is not for them
Spread the testimonials

MESSAGE Marketing as a whole in 24 hours Marketing is not an easy game How YM Camp changes me!

KEY HOOK Facebook YM CAMP Testimonials

TACTICS Social media, PR, influencers Social media, venue partner Social media

BUDGET 0 VND 2.5 million VND 0 VND

BUDGET
SCENARIOS
ACTIVITIES TYPE FIXED COST PRICE Quantity PROFIT TYPE PRICE Quantity PROFIT TYPE PRICE Quantity PROFIT
WORST SCENARIOS: 50 PARTICIPANTS | CAMP FEE: 299k - 325k - 350k
T-shirts 110,000 200,000 20 1,800,000 200,000 20 1,800,000 200,000 20 1,800,000
Joining fee 4-person 50,000 99,000 20 980,000 2-person 125,000 20 1,500,000 1-person 150,000 20 2,000,000
package: package: package:
Marketing/materials 299k/each 1,000,000 325k/each 350k/each
HR 1,500,000
TOTAL 7,380,000
BEST SCENARIOS: 100 PARTICIPANTS | CAMP FEE: 299k - 325k - 350k
T-shirts 110,000 200,000 20 1,800,000 200,000 30 2,700,000 200,000 30 2,700,000
Joining fee 4-person 50,000 99,000 20 980,000 2-person 125,000 30 2,250,000 1-person 150,000 30 3,000,000
package: package: package:
Marketing/materials 299k/each 1,000,000 325k/each 350k/each
HR 1,500,000
TOTAL 10,930,000
THANK YOU