Young Marketers Elite 8 | Assignment 1.2 | Team 2: Nhã Đình, Quốc Tuấn, Ny Nguyễn, Quang Vinh

Assignment 2
Doan Quoc Tuan
Cao Nha Dinh
Pham Quang Vinh
Hong Ny Nguyen
01
Young Marketers Elite 8

Member of the international Manulife Financial, Manulife Vietnam is proudly the first-ever foreign life
insurance company in Vietnam since 1999. With its long history and global network, Manulife is currently
the largest life insurance company in Vietnam by authorized capital (updated since 05/2018).
BRAND POSITIONING
02
BRAND IDEA BRAND PROMISE
A trusted insurance institution for
big life decisions (targeting working
adults, with or without family)
Plan the foundations & protect
your future happiness & dreams
Happy future.

Comments
- Brand positioning, brand idea & brand promise are typical
of the insurance category, revolving around “planning
foundations” and “happy future”
- Brand positioning: built on a strong, valuable brand truth
(long-established credentials) & consumer truth (believe in
long-established, international brands for high-involvement
purchase).
- Brand promise: while “happy future” is a big driver, it is
quite vague and requires clear definition from the brand
upon execution.
03

BRAND COMMUNICATION
- Digital communication is not very active, with few emotional & functional communications per year; most of which are ad-hoc.
=> Brand idea is not clearly & consistently communicated over years & across its initiatives
- Given the brand’s “running” platform (MOVE app & marathon), “Better Everyday” is a promising brand communication idea, yet
not fully exploited.
- Consequently to its brand promise, Manulife’s communication has become generic as the brand failed to translate its “happy
future” into specific, distinctive scenarios that can relate to / motivate consumers and differentiate Manulife from other competitors.
04
“Tốt hơn mỗi ngày” Competition 2020: https://youtu.be/IdAbVtLxID8
COVID Product Video - 2020: https://youtu.be/Mq6ssNZmDGU
MOVE app launching - 2019: https://youtu.be/zsRIFwQJ2S4
“Hành trình hạnh phúc” Thematic Video - 2019: https://youtu.be/Y8nVe7FV4lA
Danang International Marathon 2016: https://youtu.be/DcKMRJ1PKPw
Comments

Common insurance packages
without clear USP
communication & not aligned
under the brand idea
Innovative partnership with
Shopee, but it is unsure
whether e-commerce is the
suitable sales channel for this
high-involvement category
05

Overall:
Category relevance: good, as the brand’s credentials is well established in this
category
Situational salience: good, as the brand targets “big life decisions”. Could
have been improved further by more specific definition of “happy future”.
Distinctive: poor. Typical brand positioning, idea & promise together with a
lack of brand communication effort to distinguish the brand. Brand’s identity
& personality are also generic & not outstanding.
- Brand equity is quite aligned with brand positioning - consumers do view
Manulife as “a trusted insurance institution” upon considering insurance. Yet
“trust” is rational.
=> Manulife has yet moved to “Share of Heart”.
- Brand mental availability:
06

Prudential is proudly a member of Prudential Group - a world’s leading financial group established since
1848 with a history of sustainable business development and financial investment. Established since 1995
and officially in business since 1999, Prudential along with Manulife is the long-established, leading life
insurance company in Vietnam.
BRAND POSITIONING
07
A no.1, trusted companion to
protect family against risks
(targeting family-oriented adults).
Always by your side - Always
listen, always understand, always
deliver.
Assurance to achieve good
things in life.

Comments
- Brand positioning, brand idea & brand promise also based
on common territories of insurance category: “companion”
& “assurance”.
- Brand positioning: similar to Manulife, Prudential’s brand
positioning is built on a strong, valuable brand truth (long-
established credentials) & consumer truth (believe in long-
established, international brands for high-involvement
purchase).
- Brand promise: a very strong brand promise that captures
the biggest key driver of insurance category - “assurance”.
08

BRAND COMMUNICATION
- Very active communication all year-round, with both thematic campaigns, CSR and ad-hoc activities.
- Communication is well aligned with brand positioning & brand idea, yet lack specific product demonstration - how Prudential’s
products & their feature can deliver the promise.
- As Prudential owns the biggest emotional key driver - “assurance” - the brand expanded its communication into several context &
messages, targeting different groups of target audience within the target audience pool driven by “assurance” (similar to Wallmart
case study, but on emotional battle).
Khi Tình Yêu Đủ Lớn Webdrama: https://www.youtube.com/watch?
v=ms4W3qWH1hs&list=PLw4Jx7EWy92CqeweYm5f1HZwz60zvY_fQ
Khi Tình Yêu Đủ Lớn video series https://www.youtube.com/watch?
v=ms4W3qWH1hs&list=PLw4Jx7EWy92CqeweYm5f1HZwz60zvY_fQ
Sự Kiện Trực Tuyến video series: https://youtube.com/playlist?
list=PLw4Jx7EWy92DB1h0dR_oMWQxOtpy6mSln
09
Comments

Prudential is owning a powerful product
truth: various insurance options for various
needs (Prudential currently offer most
insurance package options in the market.)
=> This sets a strong foundation for brand
positioning, idea & promise, as well as the
diversely-targeted communication as above.
=> Prudential can further reinforce its brand
by communicate directly this advantageous
product truth to back up its emotional
communication.
10

Overall:
Category relevance: good, as the brand’s credentials is well established in this
category and it positioned itself on an important key driver - “assurance”.
Situational salience: very good, as the brand spans its communication across
various scenarios and situations.
Distinctive: normal. Consistent brand strategy & brand building with good
investment in active communication. Yet brand identity & personality are not
distinctive and salient in executions.
- Brand equity aligned with brand positioning in the case that consumers do trust
that Prudential is a credible insurance company. Yet “assurance” is a hard promise,
and consumers still not entirely believe that the brand will “always listen, always
understand & always deliver”.
=> Brand not yet moved to “Share of Heart”.
11

Established in 2016, FWD Vietnam shares FWD’s dedication to breathing new life into the insurance
industry through providing customer-led insurance coverage, including life insurance, personal accident,
critical illness, and health-focused products. In FWD’s philosophy, insurance should be easy to understand
and inclusive for everyone to enjoy its benefits
BRAND POSITIONING
12
Simple and minimal-exclusion
insurance as a safety net for you to
experience life to the fullest.
(targeting young, modern adults)
Live Fully Liberation to experience life
worry-free.

- Brand positioning occupies a key territory for insurance
(safety) but also resolves a critical category issue which is
customers' difficulty to fully understand an insurance
contract & payment exceptions
- Brand idea and promise resonate well with young
customers, stepping out of conventional risks of Prudential
and Manulife to tap on youth risk-taking adventures
=> Brand distinction (unique offerings, category relevance,
meaningful to young consumers)
=> A good approach to activate consumer need (normally
unpopular among youths)
Comments
13

- Moderately active on digital channels (weekly update on Facebook while YouTube is less frequent). Communications are aligned
with brand idea and manage to connect functional with emotional benefits.
- FWD’s music platform (music tour) helps differentiate brand communication touchpoint from other insurance providers
(Manulife & Generali running games)
=> Well capture target consumers’ attention, yet some influencer choices may not match the brand’s consumer profile (for example:
Jack, Lam Trường)
Bảo Hiểm Dễ Hiểu video series: https://www.youtube.com/watch?v=vXGVb88Ct8c
Vững Tin Bước Tới thematic videos: https://www.youtube.com/watch?v=C4rFxKeQ-vo
Bứt Phá Mọi Giới Hạn video: https://www.youtube.com/watch?v=H-1HhsPqRrc
2020 Music Tour: https://www.fwd.com.vn/en/fwdmusictour2020/
BRAND COMMUNICATION
14
Comments

- Powerful product truths: easy to understand
and use minimal exclusions
- Product portfolio well supports brand idea
by offering rewards that embrace the
moments (Outstanding student award benefit
to reward your child excellent achievement)
- Ease of use: You can extend protection
coverage for the whole family in 1 policy via
various riders.
15
PRODUCT

Overall:
Category relevance: fairly good, invested communication to build brand equity
Situational salience: fairly good, strong connection between emotional and
functional benefits to drive different purchase occasions but insurance remains
uncommon for young customers => requiring intensive activation.
Distinctive: normal: fairly good, provide fresh perspectives away from
traditional insurance communication
16

Generali Vietnam is a member of Generali Group, one of the largest global insurance and asset
management providers from Italy. After nine years in Vietnam, Generali has developed a
nationwide network of over 60 agency offices and customer service centers, serving over 300,000
customers across the country.
BRAND POSITIONING
17
A life planner offering personalized
insurance solutions for you to
follow the life you want (targeting
young, modern adults)
Freely live your desired life Liberation to live your
desired life

- Brand positioning is built on a commoncommon category
driver - “planning for a desired future” that meets strong
consumer need - a tailored insurance experience.
- Brand idea and promise ignites a powerful consumer truth
(Young adults aspire to live truly to what they desire, but life
pressures may force them to live differently, against their will,
to fit in)
=> Differentiating from traditional approach around risks &
protection
=> Huge potential to occupy consumer share of heart
Comments
18

BRAND COMMUNICATION
- Active communication all year-round, including always-on contents, thematic campaigns and CSR.
- Thematic videos are well aligned with brand idea yet lack a strong connection with product offerings, successful to build brand
awareness but insufficient to activate purchase need given that insurance is a high-involvement category.
=> Video “Hãy yêu nhau đi cho đời như ý” is a well-balanced example where product roles consistently deliver brand promise and
answer consumer emotional needs
- Meanwhile, many product education contents are tactical and contextually disconnected with the brand idea.
=> Develop more scenarios where Generali offerings really allow consumers to live life as they want.
Tựa vào nhau cho Tết này như ý campaign video:
https://www.youtube.com/watch?v=aKfPg0LN_2o
Chẳng cần như ai chỉ cần như ý campaign video:
https://www.youtube.com/watch?v=9Sy3Nb7At-g
Hãy yêu nhau đi cho đời như ý thematic video:
https://www.youtube.com/watch?v=T0eUu5ILzx0
CSR video series: https://www.youtube.com/watch?v=yjByISuk5IY
19
Comments

- USP: Personalized insurance package that best fits
your life need (wide cost range from low to high
budget package and tailored for different age groups)
- Diverse situation-based insurances for different
needs: Health checkup, surgery, etc.
- Innovative product packaging (consumer-friendly
names - VITA Sống An Nhiên, Sống Tự Tin, etc.) and
enhanced customer experiences through digital
solutions (GenVita platforms)
=> Product portfolio well supports brand positioning
and brand idea
20
PRODUCT

Overall:
Category relevance: fairly good, active communications to build brand
association with insurance category
Situational salience: poor, the brand has yet to inject brand idea into different
scenarios of use through its thematic campaign
Distinctive: fairly good, the brand has managed to convey the message of "freely
live your desired life" with consitent and unique creative approach year over
year (musical video)
21

Grab originally and at its core is a Singaporean multinationall ride-hailling company. The app has
now expanded into a multi-service “super app”, leading in ride-hailing plus several other
categories. GrabFood is part of the services that Grab offers, launched in May 2018.
BRAND POSITIONING
22
On-demand food delivery service
for busy people.
Will not let anyone hungry The care for busy life by
foods

- Brand positioning, brand promise & brand idea are
well-reflected in the way Grabfood builds its
competitive advantage as the fastest food delivery
service with the widest coverage.
- Brand positioning of Grabfood taps into the biggest
category drivers of food delivery service: speed &
coverage.
- Brand idea humanizes Grabfood & creates strong
emotional connection to consumers.
Comments
23

BRAND COMMUNICATION
- Thanks to their owned key category drivers: Speed & Coverage, which are the largest key drivers, their
communication is active, they tap into every occasions & events to integrate GrabFood into consumer daily basics.
- All communications are aligned with the brand positioning & brand idea.
- GrabFood Brand communication have a good balance between functional & emotional.
24
Comments

Don't Skip Meals campaign
Category truth: Eating good foods takes effort.
Brand truth: GrabFood helps eating easier by its fast & convenient
food delivery service.
Consumer truth: For those who are busy or having mess to
concern, it’s hard to take care of themselves & others by decent
meals.
The greatest & most viral Brand communication idea that enriched
emotional benefits of Grabfood: Đừng Bỏ Bữa
- This brand communication idea was the first step of Grabfood to create emotion benefits & gain the consumer’s share of
heart after a certain amount of time talking about functional benefits.
- Point out a critical pain point of consumer – SKIPPING MEALS
- The brand communication idea was in-line with the brand positioning & product truth. Grabfood with the role as the one
taking care of busy people by food was strongly leveraged during communication activities.
25
=> Insight: The chaos in life made me lose my mind about taking care of
myself & other by proper meals, sometimes I even skipped meals to
deal with my mess.
BRAND COMMUNICATION

Now.vn is a food delivery service belongs to Foody, a leading food-review network in Vietnam. Now.vn receives
orders from any restaurant on Foody platform, and deliver within 45 minutes. Originally anchored in just food
delivery, the service has now expanded to delivery several goods such as groceries and flowers.
BRAND POSITIONING
26
The first food-delivery service in
Vietnam with varied & reasonable
offers.
(reasonable = not the cheapest but
the most suitable with consumer at
a ordering moment)
Providing the reasonable variety
of foods & drinks.
An authentic eating &
drinking expert

- Brand positioning & brand promise are clear & built
based on the "food expertise" foundation of Foody.
However, the brand roles of these two brands are
sometimes overlapping and not clearly differentiated.
- Brand Idea is in the functional stage currently, it has
yet to be shown in a consistent and connected manner
in communication.
Comments
27

BRAND COMMUNICATION
- Brand communication was not implemented consistently and continuously with the brand idea, it was built tactically.
- NOW stays on functional battle & explore a very basic need of consumer when buying foods - looking for affordable & diverse offers.
- Communication is driven by promotion. Although the food delivery service sector is still driven a lot by price & promotion, this is not
a sustainable way to promote. Especially when the market is aggressive with new players like Baemin, promotion will lead to the price
competition which is not healthy for brands in the long run.
Comments
28
Interaction
Promotion - Event
Reference

BaeMin is the leading food-delivery app in Korea, first introduced in 2010. After its mother company -
Woowa Brothers - acquired Vietnammm food-delivery service, BaeMin was launched in Vietnam market in
May 2019.
BRAND POSITIONING
29
A youthful, unique and affordable
food-delivery service for busy
people
Deliver freshly-served food as
restaurants provide.
Make the experience of
eating always be joyful

- Brand Positioning: Rooted from Korean, Baemin
has a vibrant design which demonstrates the
youth, along with lots of promotions, Baemin
delivers successfully its well-priced service ⇒
Baemin well-positions itself distinctive compared
to its competitors.
- Brand Idea: Thanks to “quan ngon quan minh”
strategy, and shippers are able to take one order at
one time. Therefore, Baemin always brings
consumers a sense of delicious eating experience.
- Brand Promise: With the Brand Idea and
product’s features itself, Joyful eating experience
truly sticks to Baemin.
Comments
30

BRAND COMMUNICATION
31
Assist busy people to have
meals by providing food-
delivery service
Category truth
Consumer
truth I would like to have a
delicious meal, however,
food-delivery service
makes it less delicious
than it used to be at the
restaurant.
Brand
truth
Food-delivery
service provides
meals as fast as
possible.
NÓNG
GIÒN ĐÂY!

BRAND COMMUNICATION
Baemin’s communications are strongly consistent with the proposition “Nóng Giòn Đây”, when keep
delivering the feeling of delicious food.
Baemin strongly own the youthful vibe of youngster throughout its campaign ads, print ads,... and using
colloquial languages when communicating.
By keep giving away promotions, Baemin seems to better at owning affordable price story.
1.
2.
3.
32
Comments

GoFood is part of the multi-service app GoJek, based in Jakarta, Indonesia. Originally launched in Vietnam
as GoViet, GoJek & GoFood underwent a rebrand recently and is now officially called GoJek & GoFood.
BRAND POSITIONING
33
On-demand & well-priced food-
delivery service for busy life
Lively & comfortable life
with GoFood
Make your busy life
smoother

- Brand Positioning: Based on the product truth of
delivery-fee is lower than its competitors, Baemin was
single-minded on its positioning. However, in terms
of price, Baemin successfully bares in consumers’
mind that it is the cheapest due to giving away lots of
promotion vouchers ⇒Pose a threat to GoFood’s
positioning.
- Brand Idea: Under the new brand Gojek, GoFood are
making a shift from pricing to lifestyle. However,
regarding the product truth, GoFood has not claimed
strongly to own this field, the message seems to be
faint to consumers.
- Brand Promise: As product is still in the process of
completing, the fast delivery makes life smoother
promise is not strong at all.
Comments
34

Dial up the busy life of consumers - not seems to have any
new angle.
In terms of food-delivery category, it is relevant when
offering consumers the convenience to make life easier
In terms of GoFood, there is still a gap between “the well-
priced story” and “lively lifestyle”.
1.
2.
3.
35
The flow - Phiêu nhịp sống
BRAND COMMUNICATION
⇒In order to repositioning, GoFood should be more active or
launch more communication campaigns to bare in consumers’
mind. Besides, the idea should be single-minded, from the GoRide to
the GoFood under the brand Gojek.

GoFood (in terms of GoJek) does not seem to air enough, so it is not a top of mind for consumers when
thinking of.
With the positioning of well-priced, it has disadvantages when building brand equity, due to the lack of
promotions compared to Baemin.
The brand identity of GoFood is very weak, and what it’s going to own are easily own by other competitors.
1.
2.
3.
BRAND COMMUNICATION
36
Comments
Nước mát Sài Gòn video:
https://www.youtube.com/watch?v=kcFaNMSVMIs&t=59s

Popularity
(Source: Q&ME)
Coverage
Food Variety
Speed
Promotion
Interface
Fee
E-Payment
Top 1
High
Diverse
Complicated shop
registration procedures
Super fast
Not as much as other
apps, mostly promotion
for membership with
loyalty program
Simple, modern (green)
High
Moca
Top 2
Highest
The most diverse
Based on Foody platform
Average
Many promotions &
discounts on
specific time frames
Simple, modern (green)
High
Many types of payment
which are suitable for
many targets.
Top 3
Average (new)
Average
Unique foods
(especially snacks)
Fast in specific districts
Have the most promotions
Young, new,
unique, strange
Average
Top 4
High
Average
Easy shop
registration procedures
Average
Promotions &
freeship for the
first 2 kms
Simple, young
Lowest
None
Many types of payment
which are suitable for
many targets.
Products 37

Brand Positioning
Brand Idea
Brand Promise
Brand
Communication
Product
A trusted
insurance
institution for big
life decisions
INSURANCE SUMMARY
A no.1, trusted
companion to protect
family against risks.
Simple and minimal-
exclusion insurance as a
safety net for you to
experience life to the
fullest
A life planner
offering personalized
insurance solutions
for you to follow the
life you want
Happy future.
Assurance to achieve
good things in life.
Liberation to experience
life worry-free.
Liberation to live your
desired life.
Plan the foundations &
protect your future
happiness & dreams
Always by your side -
Always listen, always
understand, always
deliver.
Live Fully
Freely live your
desired life
- Moderately active
- In-line with brand idea
- Functional and emotional
benefits well-linked
- Active all year
- In-line with brand idea
Lack of scenarios of use
(poor situational salience)
38
- Ease of use
- Minimal exclusion
- Embrace the
moment
- High level of
personalization
- Innovative product
packaging
- Standard
products without
clear USP
- Various options for
various needs
- Not very active
- Remain generic
- Brand idea not clearly &
consistently communicated
- Very active
- Well aligned with brand
idea
- Lack of product roles in
delivering the promise

Brand Positioning
Brand Idea
Brand Promise
Brand
Communication
Product
On-demand food
delivery service for
busy people.
FOOD DELIVERY SUMMARY
The first food-delivery
service in Vietnam with
varied & reasonable offers.
a youthful, unique and
affordable food-delivery
service for busy people
On-demand well-
priced food-delivery
service for busy life
Will not let anyone
hungry
Providing the
reasonable variety of
foods & drinks.
Make the experience of
eating always be joyful
Make your busy life
smoother
The care for busy life by
foods
An authentic eating &
drinking expert
Deliver freshly-served food
as restaurants provide.
Lively & comfortable
life with GoFood
- Well align with the brand
positioning & brand idea;
- Promotions-driven;
- Bring a slight emotions
towards consumer
- inactive
- positioning is similar to
competitors, which makes
communications less
unique to only the brand
39
- Fast Delivery
- Flexible in payment
- Unique display
- Lots of restaurants
(easy registration)
- no e-payment
-Fast Delivery
-Wide Coverage
- Variety
- Flexibility
- Informative with strong
foundation from Foody
-Align with brand
positioning & Brand Idea
-Active
-Balance emotional &
functional communication
-Based on 3 pillars:
Interaction, Promotion,
Reference.
- Functional battle
- Driven by promotion

Young Marketers Elite 8 | Assignment 1.2 | Team 2: Nhã Đình, Quốc Tuấn, Ny Nguyễn, Quang Vinh

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