[Baby Marketees[ Team 2 - Grand Assignment 020217

TET ASSGINMENT02 - 02 - 2017

Phan Cuong Le Vy Tuong Vi Thom Nguyen

BABY MARKETEES

CONTENTSQuestion 1 : Grabs TVC

Question 2 : Vinasoys TVC

Question 3 : Castrols TVC

Question 4 : Coca-colas Packaging

Question 5 : Donald Trump

Question 6 : URCs scandal (C2)

Question 7 : Son Tung M-TP

03-06

07-11

1 2 -1 4

15-17

18-21

22

23-24

Question 1: Grabs TVC - Tien Ve Phia Truoc

Grab: a mobile phone app which connects drivers to customers. It is also a cheap convenient transportation to customers. Main company is in Malaysia in 2012 and entered Vietnam market in 2014.

Target Customer (of TVC): Customers who need to transport

Insight (of TVC): Together fix the unconveniences in trac

OVERVIEW

Why is it BAD ?

It is BAD

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Not impress viewers : - Not eect to mental feelings - Not make viewer vexatious - No constrast (Cng nhau ta chn mt con ng tt p hn but there is no backwards and afterwards, what is the better future like? )Not smooth coherence: - Arrange details unclearly (not follow up lifetime) - Copywrite is not chosenNot use details reasonable and correct: - Arrange walking steps disorderly - Use too many walking steps images so as to make viewer misunderstand that TVC does advertise products for foot (shoes) - Voice-over is too mysteriousNew brand in Vietnam but this TVC do not directly clear out the main fucntion

REASON Repeat scene but do not mean anything

04


CHANGE

TRN TRNG GII THIU

Add logo at the beginningLink content to brand position: Safe - Con-venient - CheapChange tone voice-over to be more positive and activeUse brand color (Green) as the brand link (e.g scene 1: wear green shoes, scene 3: green carpet ...)Add a call action part: Hy cng Grab vng bc vo tng lai xn ln hnRearrange the details in order age time: from young to old, keep it simple and not repeatedTime porpotion: 40% use walking steps moving, 40% use transportation, 20% outtro40% 40% 20%

Walking steps Transportations Outtro

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CHANGE

Remove these sentences V d ta c vp ng, c chn ch. Ta cng s chng bao gi nht ch, v s lun tm ra mt li i

06END OF QUESTION 1

"Thng tin v ni ta cha bit" change to "Khm ph nhng ni ta cha bit"

Question 2: Vinasoys TVC - Nguoi gieo an lanh

It is GOOD OVERVIEWVinasoy: At the first time Vinasoy entered to festive communi-cation market in Tet 2016, they had a standout TVC which won Best Tet Ad 2016. So as not to blur the brand equity, Vinasoy keep their previous years Tet platform to develop more meaningful and convincing ads.Content: The clay doll a place to keep the safe & sound seed is handed over from the elderly to the kids, to adults, and then back to the elderly; from students to workers; from the healthy to the handicapped; from lucky people to unfortunate kids in need of more care from society.As the seed is handed over, the safe & sound Tet is also spread widely to every people. This expresses Vinasoys desire: A desire that each person plants the safe & sound seed, since One seed can also make the whole garden green.

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Vinasoy: At the first time Vinasoy entered to festive communi-cation market in Tet 2016, they had a standout TVC which won Best Tet Ad 2016. So as not to blur the brand equity, Vinasoy keep their previous years Tet platform to develop more meaningful and convincing ads.Content: The clay doll a place to keep the safe & sound seed is handed over from the elderly to the kids, to adults, and then back to the elderly; from students to workers; from the healthy to the handicapped; from lucky people to unfortunate kids in need of more care from society.As the seed is handed over, the safe & sound Tet is also spread widely to every people. This expresses Vinasoys desire: A desire that each person plants the safe & sound seed, since One seed can also make the whole garden green.


BRAND VALUE

Dedication

Work tirelessly to produce nutritious food and drink products from carefully

selected natural soy ingredients.

Forge links with partners to raise standards and bring meaning and prosperity to our

mutual enterprise; and a better life.

Cooperation

Act responsibly and ethically in all operations and business transactions.

Transparency &business ethics

Become leader in research and integrate the latest scientific breakthroughs to ensure we have the strongest and most

reputable brands.

Express pride in our Vietnamese brand and ensure that brand reflects the values of reciprocity and respect for origins drink the water, remember the source espoused by the Vietnamese people.

Vietnamese spirit Innovation

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INSIGHT

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EXECUTION

To beginning a new year, people always hope for a flourish year but then they also look back and felt apprehensive about disaster happen in the old year. And the final things they really want for new year is just Safe and sound.

Short film. Expresses Vinasoys desire: A desire that each person plants the safe & sound seed, since One seed can also make the whole garden green.

Why is it GOOD ?


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Impress the viewers, drag their emotion to follow the flow of it Surprised factor : The old man was blind ( emotional sence)Focus on children and the older, who have high demand in milk, especially soy milk.The clay Matryoska doll is handed over from the elderly and then back to the elderly -> Meaningful and Logical Keep the brand value in TVC: Cooperation & Vietnamese spiritMake viewers easy to understand the meaning value of the seed as well as the main contentIt composed many dierent lives that are relevant to many people. It is better than last year since Mam loc an lanh only focused around the fisherman life.

REASON


11END OF QUESTION 2

CHANGE

The scene that the boy having the clay doll from the little girl seem to be forced (The girl loves the clay doll so much, why she could give the clay doll that easy).

Add a scene that show the little girl gave the boy her clay doll.

N B L V B- The Boy

Question 3: Castrols TVC - Nghi thuc may man dau nam cung Truong Giang

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It is GOOD OVERVIEWCastrol: motor oil with high quality and average price for common peopleInsight (of TVC): People hope everything to sail with a fair wind with solemnity in Tet holiday, at the beginning in order to have a good new year (E.g: not eating banana to avoid falling, worship to accestors with Five fruits...)Target customer :- Garage owners and motor oil concessionaires - Middle age people => Like to see humor programs- Avarage income - People who use high quality and original products

Why is it GOOD ?


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REASONGood execution: turns the normal process of motor oil change into the important oneRight insight: decribe and explain details into deep emotional meanings that relate to Tets atmosphereTVC is published at the right time: Close to the end of the year when people need to replace the old things (18thDecember 2016)Good content: Copywrite is fluent. Words are chosen to be the shortest but also meaningfulKOL: Truong Giang *Goes with target customer* - A famous humorous actor having high influece in customers, especially he has few scandals - Middle aged man (Tran Thnh is too young and Hoi Linh is old) - He has a serious but humorous voice tone.Call action part: Cm chc tay lo li mi s xui cho mt mi Touching message brings positive views to brand


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CHANGE

Increasing "hot" in the scene that Truong Giang is driving motorbike: a) By leaving yellow marks following the motorbikeb) By making apricot blossom bloom after Truong Giang goes away.

Using filming technique "one cut" instantly after departing the motor

Show how "hot" the motorbike is

Touching the motorbike, that there is visual eect yellow (golden) Show how new it is

END OF QUESTION 3

Question 4: Coca-Cola Tet 2017 Packaging

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GOOD packaging for Tet INSIGHT

Vietnamese tend to buy decoration items in red & yellow color for Tets atmosphere

Wealth is usually wished in New Year greetings

WHY ?

Design ComparisonContentBranding

REASON


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DESIGN The design strategy was bought to life by the swallow' - a unique symbol of Tet & bringer of a hope, whose arrival signals spring time & marks the prosperous beginning. Specially, Ki Saigon has designed the swallow as the main part of the packaging. (Compare to 2015, 2016 Tet packaging, the swallows are the pattern for the main word).

2015 2016

This packaging is designed base on the traditional and modern fashion. As there are many Vietnamese symbols such as peach and apricot flowers, 5 fruit plate, firework, and combine with Memphis style design (state-of-the-art).

Memphis style

Follow up the brand colorBring the happiness to customer as the mission of Coca-Cola brandUse the swallow as the symbol for Coca-cola Tets Packaging

BRANDING

y ph qu, n mt bt u, Gi vn nim tin: These are wishes for people when they gather and spend time to greet New Year together. Right insight of consumer

CONTENT


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COMPARINGCoca-cola 2014, 2015 Tet Packaging: Better While last years using swallows as the pattern to make the word An, Ti, Lc, this year packaging mainly focuses on the Swallow that would be more meaningful and luxury

Pepsi (main competitor in Vietnam Market): Better Using chicken icon in Emoji campaign ( for rooster year) but it is not contrast and do not stand out in Tet Holiday. Moreover, the items are not attractive.

Able to drive Coca sales in Tet : YESMain concept is about TetThree dierent contents: y ph qu, n mt bt u, Gi vn nim tin Make a collection to in-crease sale. Its not only a drink; also it can be gifted to the relatives in Tet.

END OF QUESTION 4

Question 5: Donald Trump in Marketing perspective

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We will follow the outlineWhat - How - Eect - Learn

On June 16, 2015, Mr. Trump announced his candidacy for President of the United States. Now he has been

45th President of the America.

What he did - How he did - What the eect is - What we learnin 2016 US Presidents' Election

- Didn't follow the political process but show out the America nature clearly: individual, pragmatic and decisive. + Individual: used extraordinary method in running for President (on What above) + Pragmatic: focused on the needs of Americans with the opinion that they libe for America not for the wolrd + Decisive: did what he said and meber changed his mind in spire of the social disagreement.

DONALD TRUMP


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WHAT

1.He attacked Clinton (main competitor) by telling America that she could not meet the need that citizens really want

HOWDonald Trump said "I will do more for American and Latino than shes ever done in 10 lives. All she done is talk with American and the Latino and when she get their votes, they'll come back and see what in 4 years".

His campaign was able to rally successfully less by outlining the specifics of both domestic and foreign policies, but more by appealing to peoples emotions and personal preferences.

Make up a large number of America population with low knowledge, income and social standing easily being influenced with profits given by Trump.=> Good marketer can bold maintain old customers and attract the new ones

2.Focus on economy and policy (blue-collar and middle class white voters who felt that their rights have been ne-glected as a result of globalization and free trade, they need job and safer place to live) to Make America Greate Again

3. Target on right insight of American of this time: Trump focused strongly on the fear of Americans ( unemployed and unsafe)


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WHAT4. Using the media to speard his brand, not buying it

HOWHis speech always has shocking things. (eg : " I could stand in the middle of the 5th Avenue and shoot somebody, and I wouldn't lose voters", "If Hillary can't satisfy her husband what makes she thinks she can satisfy America?")

- Good slogan => Point out the excellent target and make people belive into it+ Cliton: " Hillary for America"+ Sander: " A political recolution is coming"- Trump is Trump: decisive in everything. For example, didn't change the slogan "Make America Great Again" although people disagreed because used again.

5. Use slogan Make America Great Again used by Regan ( the 40th President America)

Donald Trump said "I will do more for American and Latino than shes ever done in 10 lives. All she done is talk with American and the Latino and when she get their votes, they'll come back and see what in 4 years".

His campaign was able to rally successfully less by outlining the specifics of both domestic and foreign policies, but more by appealing to peoples emotions and personal preferences.

Make up a large number of America population with low knowledge, income and social standing easily being influenced with profits given by Trump.=> Good marketer can bold maintain old customers and attract the new ones

EFFECT


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- With public: spreading his reputation even thought his political knowledge is little - With other politicians: made them consider carefully about America future- Made people believe that Cliton is not the best indicate- Spent only 10 million $ for advertise and got back up to 2 billion $ as media value

- Decisive- Set the individual brand, dierences go with brand- Taking advantage of anything good for us ( oppo-nents' weakness even those in private, the fear of customers)- Team work: Trump not works alone, he works with his team, Marketing team.

LEARN

END OF QUESTION 5

Question 6: URCs scandal (C2)

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SOCIAL INFORMATIONSince May 20, URC Vietnam, a unit of Philippine-based Universal Robina Corp., has been ordered to pull out batches of its bottled tea drink C2 and Rong Do energy drinks after tests found these products contain higher levels of lead that exceeded permitted limits.

THEIR SOLUTIONSilent at first then. Take responsibility: Instead of trying to get away with their guilty (like THP) , URC admit itSpeak up : According to URC, two batches of C2 and Rong Do was blamed to have high lead content, the others are safe.Apologize: URC paid compensation to consumers

Their fines was just 6 billion VNDC2 and Rong Do have been consumed recentlyAlthough high level of lead that can bring bad illness to the consumers, people do not get angry to URC as well as Tan Hiep Phat

3 steps to deal with crisis : Take respon-sibility Speak up Apologize.Vietnamese insight : one should not hit a man when he is down.

EFFECT

LEARN

END OF QUESTION 6

Question 7: Son Tung M-TP

WHAT-2012 :. He is best know for the song named Con mua ngang qua. He parked do valedic-torian intermediate generation vocal faculty of the city music institute. He became the singer of VAN production monopoly in november-2014 :. The song em cua ngay hom qua became a phenomenon and established many rare continental level.-June,2014 :. He participated in the film Chang trai nam ay and the film attracted millions of views. Chang trai nam ay create box oce craze for huge revenua .. He also represents the brands Oppo.-2015 :. He joined the remix with a lot of song : Thai Binh mo hoi roi , ... On 21th birthday the first fan meeting : M-TP and friends sold 8000 tickets. . The song am tham ben em debuted collected millions of views. Each of his songs are making waves online community : Lac troi, Thai binh mo hoi roi, Dung ve tre.HOW

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Question 7: Son Tung M-TP

HOW- Coming from the underground. He should have a habit of borrowing available beat composing new songs. Loan beat usually quite belong to Korea and Japan music. Detail: Tone hands and vibrant, able addictive and relatively new com-pared to most of the music that Vietnam pursues singer. So he has been criticited for plagiarism. Especially : despite scrutiny and criticism of plagiarism but he was only expressing his song composed by.- How to give birth to the idea of music piracy others but was famous Because fashion and style resemble G-Dragon quai, di, ngng. The selection is a copy of G-Dragon also contributed to the audience more interest and more scrutiny.- Furthermore young personalities Vietnam or scrutiny, dm hng , nm da, buzzing, take advantage of this and bloody controversy between fans and anti fans become more acute. Thus the into writing, analysis, post headlining.

EFFECT- His fans who are often teenagers such as secondary, high school and even elementary school always pro-tects their idol (Son Tung) blindly.- All his spokesman to social networks become contro-versial phenomenon.- The audience even like him or hate him, they crazy to seek for his news.- He won several major awards: Ever-green wave (Lan song xanh) : top 10 famous singers, Singer of the year Became Vietnam deputation to be voted for the Asia famous singer award in 2015. Achieve the golden button of Youtube by creating many amazing number in Youtube .

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LEARN- Upgrade the success but old things.- Get to know clearly the target customer to gain their love

THANK YOU

- Find the relatives to the customers- Create the scandals but not be bad to social or damge to anyone- Let the audience speak for you- Fix it and develop to be perfect

[Baby Marketees[ Team 2 - Grand Assignment 020217

Marketing

Transcript of [Baby Marketees[ Team 2 - Grand Assignment 020217