Young Marketers Elite 8 - Assignment 2 - Thành Đạt, Hà Linh, Nguyệt Hà, Chương Khôi
2 likes1,234 views
This document introduces 4 superhero insurance brands called INSURAVENGERS. Manulife is presented as the hero who has the power of forecasting the future. His target audience is ambitious adults who set goals. Manulife's positioning is as the insurance that helps achieve goals more easily by planning for the future. His brand idea is FUTURE PLANNER. Manulife's brand promise is to provide a stable future and encourage moving ahead despite challenges. Communication ideas focus on achieving goals and moving forward. Manulife's product uses future prediction to cover risks and help reach goals, and has an app to encourage daily activities to achieve big goals.
Young Marketers Elite 8 - Assignment 2 - Thành Đạt, Hà Linh, Nguyệt Hà, Chương Khôi
- 1. Young Marketers Season 8 Assignment 2 Part A F o r t h e l o v e o f f o o d IT’S A
- 2. Hi! I’m MLEM-able anywhere with a sense of lifestyle Hi! I’m My love for you is like food, because I cannot live without it. Hi! I’m Hi! I’m The most romantic ship of all: food shipping Knowing the shortest way to someone’s heart is through their stomach, we introduce you to the date-livery services with 4 bachelors Don’t worry if you are too busy to MLEM. I’m the best choice for you. Who will you swipe right? Not Aladin, but I’m here to show you a whole world filled with tasty food.
- 3. If you love healthy meals, I deliver. If you love picnic meals, I deliver. Whatever your lifestyle is, I have different food sets customized for your need. Choose me and you will never eat bored. TARGET AUDIENCE INSIGHT USP LET ME INTRODUCE YOU TRENDY YOUNGSTERS Urban youngsters who embrace diverse lifestyles & always update on new social trends. Personally, eating not only fulfills my stomach but it also reflects a lifestyle of mine. POSITIONING BRAND IDEA A unique brand identity assets with lifestyle contents injected into food delivery service. Embrace Viet youngster’s lifestyle through food ordering BRING LIFESTYLE INTO EATING MOMENTS
- 4. BRAND PROMISE BRAND COMMUNICATION Thử chút healthy Brand communication idea: EXPRESS YOUR LIFESTYLE With a total package of eye-catchy brand identity, BAEMIN is all about how to make food relevant to the trendy living needs and styles. Campaign idea EM BÉ Stay young with BAEMIN healthy set of food. Advertising idea VỪNG ƠI MỞ RA GIFT SET Give your loved the witty lifestyle gift this Christmas Celebrate your own style
- 5. PRODUCT TRENDY ORDERING EXPERIENCE: Different food sets & deals for different lifestyle demands. Food delivery service that creates iconic food & item collections representing Viet trendy lifestyle ON-DEMAND FOOD DELIVERY SERVICES BAEMIN has other sets designed for many trends: picnic, office year-end party. There are tag-along & stand-alone items with trendy lifestyle contents to keep the relevancy with users. Em Be is one of their most popular campaigns to promote Thu Chu Healthy sets, which is the collection for people wants to eat healthy.
- 6. POSITIONING BRAND IDEA The shortest way to reach a woman's heart is through eating and drinking, isn't it? Seeking for someone who enjoy living to eat because I will be the one who can satisfy all your cravings. Believe me, you will be surprised because of newness in familiar things. TARGET AUDIENCE INSIGHT USP LET ME INTRODUCE YOU CARING YOUNGSTERS People who want to take care of themselves and those around them. Caring for each meal is the way I express love to myself and my beloved ones. Leverage the Grab ecosystem to support users in meals. A food delivery app express care through meals CARE FOR YOUR MEAL WITH LOVE
- 7. BRAND COMMUNICATION Spread love with meals BRAND PROMISE Spread love with meals Brand communication idea: MEALS ARE MADE OF LOVE Through its TVC and campaigns, Grab conveys the message of every meal in a day or in any occasion showing love from someone to someone. Campaign idea ĐỪNG BỎ BỮA In the hustle of life, cares for everyday meals means to take care of yourself Advertising idea VỪNG ƠI MỞ RA GIFT SET Give your loved the witty lifestyle gift this Christmas Advertising idea CÓ THỰC MỚI VƯỢT ĐƯỢC “CÔ VY” Show the care during pandamic
- 8. GRAB ECOSYSTEM mainly focuses on micro experience of consumers by: offering different kinds of food, guaranteeing the quality of food through 3 services: GrabFood, Grab Kitchen & GrabMart GrabFood Brings you your favorite, hot and delicious food with a variety of choices in just a few taps GrabKitchen Converge with the "initiations" at the same place GrabMart Freely choosing fresh ingredients and essentials for free. GrabMart is always ready to deliver all the items you need and receive in 1 hour PRODUCT
- 9. POSITIONING BRAND IDEA TARGET AUDIENCE INSIGHT USP LET ME INTRODUCE YOU Urban youngsters who are fast-paced, really busy and enjoy good food. No need to consider between career and love, because be with me you can still meet your deadlines with a stomach full of the best food in town, and of course, full of love too <3 Living a fast pace of life, I want to have good food for my everyday meal anywhere & anytime but I’m too busy to choose the best-fit for my taste. Customized menu suggestion for quick search A fast & convenient food delivery that goes with fast-paced life FOOD ASSISTANT FOR PEOPLE WHO’RE ALWAYS ON THE MOVE
- 10. BRAND COMMUNICATION Tay làm hàm nhai, không lo deadlines Advertising Idea: “TAY LAM HAM NHAI – KHONG LO DEADLINES” Even when you are busy with deadlines, we deliver food for your hungry stomach at the table. BRAND PROMISE Embrace your hectic life Brand communication idea: MIND-FREE WHEN CHOOSING FOOD GoFood helps youngsters worry-free from spending too much time on choosing what to eat.
- 11. PRODUCT All the best food in town are categorized in different menus that consumers can choose quickly without much considerations. The app of GoFood is user-friendly. Consumers can order food quickly without requiring many steps on the app. Convenient food Suggestion Fast ordering experience On-demand food delivery service helps consumers can choose quickly without much consideration
- 12. POSITIONING BRAND IDEA TARGET AUDIENCE INSIGHT USP LET ME INTRODUCE YOU FOOD EXPLORERS Foodie generation who want to explore food & seeks new food experiences as a hobby rather than simply eating out of convenience or hunger. Just sit back at home, I will show you the world with amazing cuisine. Through food, I can explore many aspects of my life. However, I need a partner to give me an insightful guidance for better exploration. Connected platform with Foody to discover reviews from community A food delivery app for food exploration EXPLORING FOOD IS EXPLORING LIFE
- 13. Campaign idea: LÀM TÍ HONG KONG Create & customize collections based on consumer’s likings which help foodaholics explore the food they love more easily. BRAND PROMISE Get the best of your food exploration BRAND COMMUNICATION Brand communication idea: ENRICH YOUR LIFE EXPERIENCE WITH FOOD Now gives consumers the chance to explore every corner in the world through the local cuisine.
- 14. PRODUCT On-demand service which bring the food in front of user’s door. Seamless experience: The journey to explore food doesn’t stop just through screen. Now x Foody get the best of your food exploration from exploring to trying food FOOD DELIVERY SERVICE CONNECTED PLATFORM WITH FOODY Review function: Leverage on an abundant pool of restaurants on Foody with rating and commenting so that users can pick food according to their taste
- 15. Let’s sum it up Positioning Embrace Viet youngsters’ lifestyle through food ordering. Brand Idea Bring lifestyle into eating moments. Brand Promise Celebrate your own lifestyle. Brand Communication Express your lifestyle. Product Food delivery service that creates iconic food & item collections representing Viet trendy lifestyle. Positioning A food delivery app express care through meals Brand Idea Care for your meals with love. Brand Promise Spread love with meals. Brand Communication Meals are made of love. Product Ecosystem which is focused on micro experience: offering different kinds of food, guaranteeing the quality of food through 3 services: GrabFood, Grab Kitchen & GrabMart. Positioning A fast and convenient food delivery that goes with fast- moving life.hnhhhhhhhhh Brand Idea Food assistant for people who are always on the move Brand Promise Embrace your hectic life. Brand Communication Mind-free when choosing food Product On-demand food delivery service helps consumers can choose quickly without much consideration. Positioning A food delivery service app for exploration. Brand Idea Exploring food is exploring life Brand Promise Get the best of food exploration Brand Communication Enrich your life experience with food Product Now connects with Foodie to offer the best of food exploration for consumers.
- 16. Young Marketers Season 8 Assignment 2 Part B INSURAVENGERS
- 17. Human always need somebody/something to help them feel secured and minimize all the risks… IN A WORLD WITH SO MANY RISKS AND DANGERS
- 18. That is when the INSURAVENGER appears with 4 heroes Each hero owns a special power to help human avoid risk and fulfill different needs in life.
- 19. Manulife is the hero whose power is forecasting the future. From that, he could give human a better plan to achieve their goals more easily Ambitious adults who tend to set goals for their future. I always set goals for my life and want to achieve them so much, but risks and challenges come and prevent me from reaching my goals. TARGET AUDIENCE INSIGHT BRAND POSITIONING The insurance which helps you build the future & achieve goals more easily, BRAND IDEA FUTURE PLANNER MANULIFE
- 20. Manulife promises to provide human with a stable future, encourages them to strongly keep going in life because he is always there to cover all their risks BRAND PROMISE BRAND COMMUNICATION IDEA STRONGLY MOVING AHEAD Through communication, Manulife encourages people to strongly move ahead and achieve their goals in life with the companion of Manulife. Build a stable future Advertising Idea Manulife - Vững hoạch định, trọn tương lai Life is about trying hard to achieve goal, and on that journey you might need help Advertising Idea Manulife - Tiến Bước Life puts too much pressure on us but we still need to keep moving and believing in a bright future
- 21. P-PRODUCT IN 6P MANULIFE Manulife owns a special power of speculating the risks happening in the future. You only have to define your future goal and manulife will help you to achieve that goal more easily by covering all the risks for you with different skills. Manulife also owns an app called ManulifeMOVE encouraging consumers to do little things everyday like jumping, walking, running… to achieve big goals in the future. Manulife offers consumers with different insurance in different aspects in life (health, saving, investing,...) which is categorized basing on different goals in life (health, education,...). Manulife has some additional service like Digital Customer Planner which helps consumers to keep track their future plan much more easily.
- 22. FWD FWD is the hero enabling you to live life to the fullest: Savouring & celebrating the present Life Maximizers - People whose daily routine filled with dynamic experience My life is full of exciting plans. Not only accomplishing it, I want to savor every moments and live it to the fullest without any interruptions. TARGET AUDIENCE INSIGHT BRAND POSITIONING Insurance that celebrates present moments BRAND IDEA LIVE LIFE TO THE FULLEST
- 23. BRAND PROMISE BRAND COMMUNICATION IDEA LIVE TO THE FULLEST FROM TODAY When others provoke fears, FWD reframe insurance with positivity by encouraging the audience to live every moment to the fullest. On the other hand, let FWD handle every concern that holds you back. Celebrate Living FWD knows your life is a constant flow full of worth-celebrating moments. Then why let any interruptions get in the way? FWD is here to let you celebrate living without any hesitation. Advertising Idea Music video: Sống đầy từ hôm nay Advertising Idea Sống đầy concert
- 24. P-PRODUCT IN 6P FWD EASY TO UNDERSTAND INSURANCE FWD pioneers in a disruptive sales channel with 100% straight-through online purchasing flow & easy-to-understand policy to make insurance relevant, simple, affordable, easy to understand to millions of young customers. 3 PACKAGES supporting people to live to the fullest: Protection - Investment - Saving. PROTECTION: When you protect what’s important, you’re free to live without hesitation. INVESTMENT: Set your sights on a flexible and customisable life insurance policy where you can earn you interest, to help you get the most out of it. SAVING: Here to take care of tomorrow so you can focus on today
- 25. PRUDENTIAL Prudential is the hero that protect you & your beloved ones People who care for their beloved ones Because of the characteristic of East Asian culture, sacrifice, endurance, sometimes lead to invisible gaps that can affect the quality of life and relationships between family members. However, just enough awareness and attention from the other person can open up dialogue opportunities for a better relationship TARGET AUDIENCE INSIGHT BRAND POSITIONING An insurance that provide total care for your family BRAND IDEA TAKE ACTION FOR YOUR BELOVED ONES
- 26. BRAND PROMISE BRAND COMMUNICATION IDEA UNDERSTAND. LOVE. ACT Help you “progress in life” Advertising Idea Khi tình yêu đủ lớn When love is big enough, we will be together to overcome many difficulties, cultivate love more and more. Advertising Idea Bảo vệ từ những hành động yêu thương What if the woman of the family is too eager to work but forgets that she also needs to be cared for squirrel? No problem, because there are loved ones by her side who always support, take care of, and protect the family together.
- 27. P-PRODUCT IN 6P As Prudential’s promise: “Help customers “progress in life”, depending on the purpose and needs, customers can choose one of Prudential life insurance products for themselves or their families. Prudential implements life insurance products to meet all important financial plans in customers' lives such as health care and protection plans, accumulation plans, investment plans, retirement plans •Protection & health care plan •Retirement plan •Accumulation plan •Investment plan
- 28. GENERALLI Prudential is the hero allowing you a desired life without any interuption The doubtful - people’re easily getting affected by surrounding environment I aspire to live on my own way. However, too many social steoretypes restrain me from a life like that TARGET AUDIENCE INSIGHT BRAND POSITIONING The insurance which embrace all ways of living BRAND IDEA FREE MIND TO LIVE A DESIRED LIFE
- 29. BRAND PROMISE BRAND COMMUNICATION IDEA SỐNG NHƯ Ý – LIVE AS YOU WANT Everyone has a life to live and a way to go. "Live as you want" means courageously, vigorously living the life you dream of with enthusiasm and passion.” From this inspiration, Generali tells emotional stories about understanding, loving, and respecting differences so that everyone can live their lives fully. Always on your side Advertising Idea Chẳng cần như ai, chỉ cần như ý Advertising Idea Sát cánh bên bạn cho cuộc sống như ý Advertising Idea Hãy yêu nhau đi cho đời như ý
- 30. P-PRODUCT IN 6P Generali categorize its product into different insurance package which deliver different perspectives about living •Sống như ý: Insurance to empower you health to live a desired life Sống an nhiên: Accident insurance - Live a safe life •Sống thịnh vượng: Investment insurance - allow investors freely invest without worrying about risks •Sống tự tin: • Insurance for familiy - Confident Living, a perfect solution to help you and your dear family confidently realize dreams and ambitions at every stage of life. Sống lạc quan: Insurance for comprehensive protection, effective investment & flexible planning Lá chắn vàng: Cancer insurance
- 31. Let’s sum up! All brands talk about living but each has their own definitition Live on your own Positioning The insurance which embrace all ways of living Brand Idea Free-mind to live a life you desire Brand Promise Always on your side Brand Communication Song nhu y Product different insurance package which deliver different perspectives about living Positioning The insurance which helps you build the future & achieve goals more easily, Brand Idea Future Planner Brand Promise Build a stable future Brand Communication Strongly moving ahead Product Different insurance in different aspects in life (health, saving, investing,...) which is categorized basing on different goals in life (health, education,...). Positioning Insurance that celebrate present moments Brand Idea Live life to the fullest Brand Promise Celebrate Living Brand Communication Live To The Fullest Product Three packages that support people to live to the fullest: Protection - Investment - Saving. Positioning An insurance that provide total care for your family Brand Idea Take actions for your beloved ones Brand Promise Help you “progress in life” Brand Communication Understand. Love. Act Product Life insurance products to meet all important financial plans in customers' lives such as health care and protection plans, accumulation plans, investment plans, retirement plans Live for your beloved one Live for your future Live now