1. Dating Experts
Mai Thi Xuan An and Nguyen Pham Ngoc Thao

2. Brand Issue
Brand Positioning
“Quality Guarantee =
Consumers' Credibility"
is not enough
Evoke less
familiar feeling
International Standards Shift to online shopping
Breath of the pastTechnology
Reposition the High-Quality Vietnamese Goods (HVG)
Objective
2
Catch up with the context More familiar

3. Category Truth
A wide range of consumer goods
Risk of fake, low-
quality products
Marketing and
Advertising
The well-known
The unauthentic
Strategic Approach
Harder to find the
most suitable
products for
consumers’ needs

4. Segmentation
Risk
Price
The
Uncertain
Target Customers
● 21-30
● Income C+
● 4 key cities & 4 secondary
cities
● Account for a remarkable
proportion of Vietnamese
citizens
4

5. Consumer Truth
Desire
Need
Quality
Affordable price
Pain-point
Risk after purchase
Brand Truth

6. Brand Positioning
6
Quality Guarantee
Consumers'
Credibility
Reasonable PriceDigital-centric
Apply advance technology into production, distribution, customer
understanding
Approach the consumers through digital platform

7. Brand Promise
7
“Bring you the worry-free and convenient shopping experience"
Assured Quality
Reasonable Price
Help the customers choose
the goods that fits their
needs the most
Digital Platform
High-quality Shopping Experience for the target customers

8. 8
Brand Elements
Tone-and-Mood: Contemporary
Keep the iconic symbol

9. 9
Creative Approach
Campaign Big Idea
Dating The Goods
A shopping experience is like a Tinder date: you have something
in common, you spend quite a long time to trust your partner, but there
are still lots of risks.
Here, we offer you the chance to experience a high-quality Tinder
date with made-in-Vietnam goods: fun, straightforward, simple and
worry-free.

10. Key
message
Let “Vietnamese High-quality Goods” help you “meet" the “right"
product in an easy, safe and fun way
Chat. Match. Buy.

11. Brand role
The Connector
For the local brands: Gain insights, Improve their product
Local brands,
especially SMEs
Target Customers
For the Consumers: Optimize their shopping journey
Purpose
Fresh and Interesting
Digital Platform
For the brand itself: Deliver the brand promise

12. PHASE 1: TRIGGER
Timing
Communication
Objective
01.03.2020 - 31.03.2020
Raise awareness and discussion about
the “High-quality shopping experience"
Key Hook Interactive OOHs, KOLs and Influencers

13. 13
PHASE 1: TRIGGERA Goods Match
key hook
Create a human version of HVG
The HVG mascot flirts with the
audience to find his/her ideal
type
The audience is matched with
a specific product under the
assurance of the mascot
The Idea
Supporting activities
KOL & micro-influencer
share opinions about the
definition of “high-quality
shopping experience”

14. PHASE 2: ENGAGEMENT
Timing
Communication
Objective
Key Hook
01.04.2019 - 31.12.2019
Launch new positioning;
Spread the message: HVG offers a high-
quality shopping experience
Dating
The Goods
key hook
Cooperate with E-commerce (Sendo) to
launch the mobile-friendly category

15. Dating
The Goods
The Idea
key hook
Select “Date the Goods”
category on Sendo’s main site
“Go Dating!” and the e-bill will
be updated
Supporting activities
#Throwback_Dating_Story (reviews)
#The_best_matches on social media
Recommended stickers “high quality local
guys” in related contexts
PHASE 2: ENGAGEMENT
Have conversation with
HVG Chatbot
Get matched based on
searching keywords

16. PHASE 3: AMPLIFICATION
Timing
Communication
Objective
Key Hook
01.07.2020 - 31.10.2020
Create a community of HVG customers;
Gain more traffic to the platform
Subscription kit, Youtube Influencers

17. The Idea
Spread
The Dates
key hook
Subscription Kit
Create and deliver
monthly
subscription kit
for most active
customers with
discount prices
Encourage
customers invite
more people to the
site for discount
and upgrade kits
PHASE 3: AMPLIFICATION
Youtube influencers sharing about their “HVG
dating experience” and unboxing “subscription kit”
on their channel

18. 18
Phase 4 - Reinforcement
Timing
Communication
Objective
Key Hook
01.11.2020 - 31.12.2020
Reinforce the new positioning of HVG
HVG Blind-date Fair

19. HVG
Blind-Date Fair
Phase 4 - Reinforcement
The Idea
key hook
A HVG Fair with nameless products, only the
price & special features are attached
Participants purchase their best-fitted
products
HVG digital guide booths are placed
everywhere, suggesting & showing the map for
participants to their suitable goods location

20. TIMING
OBJECTIVE
SUPPORTING
TACTICS
BUDGET
KEY CHANNEL
TRIGGER ENGAGE AMPLIFY REINFORCE
01.03 - 31.03 01.04 - 31.12 01.07 - 31.10 01.11 - 31.12
Raise awareness &
discussion about
“high-quality
shopping
experience"
Raise awareness
and discussion
about “high-
quality shopping
experience"
Raise awareness &
discussion about
“high-quality
shopping
experience"
Raise awareness &
discussion about
“high-quality
shopping
experience"
Interactive OOHs,
KOLs,Influencers
KEY HOOK “A Goods Match”
E-commerce
KOLs, Youtube
Influencers
On-ground
activation
“Dating the Goods” “Spread the Dates”
“HVG Blind-date
Fair”
PR articles, Social
media, Search and
Display Ads
PR articles, social,
KOLs, Influencers
Bump-ads, Google
search, Social
media
PR articles, Google
search, Social
media
3 billions 6 billions 3 billions 3 billions
DEPLOYMENT PLAN

21. 21
Thank you.