Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh - Hoai Thuong

1. CONSUMER
INSIGHT

2. 1.
2.
3.
a.
b.
c.
AGENDA

3. Men specialized personal care VN market
was immature before Xmen appeared
Shoppers
Not aware of the differences
Consumers
felt fine with using the same
with women
No differentiation
Insufficient investment

4. BRAND TRUTH CONSUMER TRUTH
Insight for Xmen brand idea, that could both educate market and
activate in long-term
CONSUMER INSIGHT
manliness
CATEGORY TRUTH

5. THE REAL MEN
Consumer Insight that enables XMEN Brand Idea to
evolve over different target groups and time
Before 2017
MASCULINE, HEROIC
2017 till now
MASCULINE, EXPERIENCED
From 2018
SUCCESSFUL
25 Y.O 35 Y.O18 Y.O

6. Premium
Mainstream
Affordable
Easy Drinking Traditional Lager
INDUSTRY TREND
1. Easy drinking choice becomes the choice of new generation.
2. Beer drinkers are premiumizing – willing to pay more.
Consumer are moving away from traditional, bitter, highly
alcoholic to more easy-going, smooth, low alcohol option.
Market Share estimation

7. BRAND TRUTH CONSUMER TRUTH
INSIGHT
Premium beer is my choice for social gathering, but I
don’t want to choose Heineken as it’s for traditional
drinkers (not contemporary) and too bitter/heavy for me.
My beer should be trendy and easy going.
CATEGORY TRUTH
Beer as the social lubricant helps to create
the right atmosphere and trigger inspiring
conversations.
When modern premium consumers choose
the beer, they no longer want something too
heavy and make them wasted.
Heineken is the most premium beer for social gathering that
always delivers substantial liquid to consumers. However,
the brand right now is old school (traditional) and no longer
has the relevant taste to consumer
TARGET AUDIENCE
- 23-30 YO mixed gender
- Premium Beer Drinker
- Trend setter, high life seeker.
THE CHALLENGE
Heineken has been losing market share and its
premiumness.

8. INSIGHT
Premium beer is my choice for social gathering, but I
don’t want to choose Heineken as it’s for traditional
drinkers (not contemporary) and too bitter/heavy for me.
My beer should be trendy and easy going.
Substantial (Heineken heritage) but smooth
and low alcoholic.
Premium but trendy and contemporary.
PRODUCT
Smooth, but
substantial taste
- Keeping the ”perfect”
taste, just smoother
PACK
Sleek Can only for Silver, no Normal can.
Also offering 250ml for female.
- Packaging for new generation.
PRICE
More premium
- Really for trend setters and
premium drinkers.
COMMUNICATION
Young and trendy
- Associate with younger,
underground, contemporary
KOL rather than Victor Vu or
Tuan Hung (for normal
Heineken)
EXECUTION
NEW PRODUCT

9. This Tết, Coca Cola talks about a
typical relationship in Vietnam culture
THE
NEIGHBORHOOD CULTURE
HOWEVER,

10. BRAND TRUTH CONSUMER TRUTH
With that understanding, Coca Cola comes to
the insight of Vietnam urbanist
INSIGHT
CATEGORY TRUTH

11. COCA COLA TẾT 2020
The more connected, The merrier
(Kết nối nhà nhà, Tết thêm rộn rã)
The Longest Gathering Table
in Vietnam
Coca Cola Tết 2020 Campaign was born
for this “Neighborhood” Insight
Take Tết 2020 as a bonding
opportunity with your neighbor

12. GENERALI VIETNAM - SỐNG NHƯ Ý MÌNH
Context
Target Audience
23-30 YO mixed gender

13. BRAND TRUTH CONSUMER TRUTH
INSIGHT
CATEGORY TRUTH
GENERALI VIETNAM - SỐNG NHƯ Ý MÌNH
Insight is right, but not associate to
product truth

14. BITI’S HUNTER - ĐI ĐỂ TRỞ VỀ
Đi để trở về 2
Đi để trở về 1
Đi để trở về 3
Going far, to explore, to experience, to grow and appreciate the return, cherish
the journey back.
Going far to experience the vast world, but also to realize the value of the
family.
The family is the nostalgia in the heart that accompanies young people on every
trip and the truly journey is not only with friends but also with family members
“Đi để trở về" is PLATFORM insight, not just a CAMPAIGN insight
Biti’s has chosen the message “Đi để trở về" as Platform Insight and every year with
the same platform insight, but in a different aspect

15. BITI’S HUNTER - ĐI ĐỂ TRỞ VỀ 4
Background
Đi để trở về 4
We are young, but our parents are not. Try to go home earlier because
our presence really brings Tet to our parents.
Target Audience

16. BRAND TRUTH CONSUMER TRUTH
INSIGHT
CATEGORY TRUTH
BITI’S HUNTER - ĐI ĐỂ TRỞ VỀ 4

17. Thank you!