STRATEGIC BRANDING PROCESS

Yến Anh | Lan Chi | Công Dũng | Minh Trang

Assignment 2.1

Agenda

1. Understanding the branding process

2. The right strategic branding process

3. Branding Process of Knorr

1. Understanding the branding process

Extract Explicit Short-

and Long-Term

Business Goals as

Drivers of Brand

Vision

Conduct Key

Stakeholder

Analysis to

Capture

Implicit Brand

Requirements

Develop Customer

Needs–Driven

Segmentation with

Perspectives on

Competition and

Segment Economics

Develop a

Brand Vision

Linked to the

Corporate or

Business Unit

Business

Strategy

Develop

a Brand

Promise

Develop a

Brand

Identity

System

Develop a

Brand

Narrative

Develop a

Brand

Personality

Develop

Brand

Positioning

Translate Brand

Promise into

Customer

Experience Design

Derive drivers of Brand

Vision from Business

Strategies in order to

develop a meaningfulbrand strategy.

Identify and win over key

people to support the

branding project. Therefore,

it can gain supporting

resource when needed and

its quality is well-shaped atthe beginning

Analyse market potentials,

competitors and targetconsumers

Craft the relevant, big picture

of where the brand want to

be in long-term in order to

support corporate strategy

from itputs in previous steps.

This step wil set the directionfor brand development.

Humanize the vision and

mission of corporate and

brand to connect with

customers by making apromise.

Define where the brand

will place in mind of

target consumer in thepresence of competitors

Define a set of human

characteristics that will

be attributed to brand

to which consumer canrelate

Initiate a story of brand

to create a long-lasting

experience with

consumer, in order tocreate brand loyalty.

Build up a set of visual

opponents to consistently

and coherently deliver yourbrand.

Map the journey of consumer with brand.

However, standing from the point of marketer, there is 1 step that is mistakenly placed wrong in the previous process...

is a series of actions taken to establish the direction, clarity of purpose, inspiration and enerygy of

Branding Process

BRANDIt’s defined by the expectations people have about tangible and intangible benefits that are developed over time

=> Brand’s existence is to be relevant to its consumer as it is why and how brand is shaped. Therefore, in order to strategically establish brand strategy, it must start with consumer.

THE RIGHT PROCESS

Develop Customer Needs–Driven Segmentation with Perspectives on Competition and Segment Economics

Extract Explicit Short- and Long-Term Business Goals as Drivers of Brand Vision

Conduct Key Stakeholder Analysis to Capture Implicit Brand Requirements

Develop a Brand Vision Linked to the Corporate or Business Unit Business Strategy

Develop a Brand Promise

Develop a Brand Identity

System

Develop a Brand

Narrative

Develop a Brand

Personality

Develop Brand Positioning

Translate Brand Promise into

Customer Experience Design

Develop Customer Needs–Driven Segmentation with

Perspectives on Competition and Segment Economics 1MARKET OVERVIEW

Economic

context

- Vietnam population: >80mil,

increases by 1.3%/year

- GDP per capita increases from

480 USD/year (2004) to 1024

USD/year (2008)

Social context

- Curturally, Vietnamese women

regarded to play the important role

of home cook

- Women are raising their status and

stand in the society, but they do not

forget thr role to cook tasty and

nutritious meals for

her husband and children

Category and

competition- The demand for marinade in family

meals in Vietnam is enormous, specifically

30 mil litres of soup per day, 14 mil stew

dishes, 18 mil dishes of fried/stir-fried in

the weekend” (Nielsen)

- VNese woman’s daily cooking

repertoire consisted of basic, one-

dimensional seasoning products

– salt, sugar, pepper, bot

canh and MSG.

There is chance for seasoning product with

rounded flavor to get in Vietnamese women’ cooking.

STEP 1: DEVELOP CUSTOMER NEEDS–DRIVEN SEGMENTATION WITH

PERSPECTIVES ON COMPETITION AND SEGMENT ECONOMICS 1CONSUMER | Vietnamese home cook women

Her attitude

Instead of defying, she learns to embrace her

home cook role under her context

WHY?

Because the love for her husband and child is

unconditional, and cooking is one of the important

ways she expresses her love for her beloved ones.

There is chance for seasoning

product talking to Vietnamese

cooking-embracing women

about quality meals

with less effort

SEGMENT - Vietnamese women, 22-45 y/o, married and working

- Personality: care-giving, inspirational, joyful

- Attitude: Mums who see cooking as a pleasure not a burden, and food is a

key part of their desire to please the ones they love.

NIL LOW MEDIUM HIGH

Woman defying their

home cook role

because of its

pressure

Women accepting

their role as a

responsibility

Traditional women

embracing cooking,

stick to traditional

seasoning products

Women embracing

cooking, looking for

better and easier

approach to cooking

Cooking Embracers

1CONSUMER NEEDS

In the society, being a good home cook is the

first thing defining a clever woman (“Cong” in

Cong-Dung-Ngon-Hanh). They are under the

invisible pressure to be a good wife and good

mom in showing their great cooking skill.

Under the position of a wife and mother, they

not only care about the flavor but also the

nutrition for the proper health and growth of

family members..

Vietnamese women are increasingly

strengthening their status in the society, they

have to spend more time to improve and care

for themselves.

There is an unrealized need for

Something that helps their cooking be tasty

and high-quality

Something that not only boosts the flavor for

the tongue but also provides enough

nutrition for the body

Something that reduces the time and effort

they spend on cooking

There is chance for seasoning product providing taste,

nutrition and ease in Vietnamese women’ cooking

STEP 2: EXTRACT EXPLICIT SHORTAND

LONG-TERM BUSINESS GOALS AS

DRIVERS OF BRAND VISION2

Business goals

SALES AND REVENUE

(N/A)

SHARE

Short-term: Highest share in the category

AWARENESS

70% TOM awareness, 1 in first 3 brands in the category

BRAND VISION

The no.1 brand in the seasoning category by

providing the first full-flavor seasoning product

STEP 3: CONDUCT KEY STAKEHOLDER

ANALYSIS TO CAPTURE IMPLICIT

BRAND REQUIREMENTS 3

Identify key stakeholders

CEO, CFO, VP Brand, VP Marketing,

VP Finance, VP Operations,…

Identify their range of power, interest and intent

Identify their requirements

Work out how to meet their requirements

to win their support

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STEP 5: DEVELOP BRAND PROMISE

- Vietnamese women’s daily cooking repertoire consisted of basic,one-dimensional seasoning products – salt, sugar, pepper, bot canhand MSG .

CONTEXT (When Knorr first penetrated into VN’s market)

Good opportunity for a healthier and more deliciousalternative.

Knorr helps home-cooks provide natural and nutritious meals for their families in a convenient way.

BRAND PROMISE

- To VN women, taking care of their family especially their meals isvery important. However, it takes too much time and effort.

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How Knorr keep their promise through some important times?

- 2001: Knorr Cooking Granules was launched on the propositionof: More delicious, more nutritious with Chef endorsements,which helped build credentials rapidly to gain quick consumeracceptance.- 2009: To develop the product profile in Vietnam, KnorrMushroom & Seaweeds Granules (2 healthy ingredients) wasdeveloped specifically to create the really fresh, really sweetvegetable dishes.

- 2010: Knorr Shinbone, Tenderloin & Marrow Granules wasintroduced with the combination of 3 premium ingredients whichguarantees the TRON VI (rounded) taste of dishes.

- August 2010: A new product of Knorr, meal maker, was launched in order topersuade scratch/unbranded mix users to use recipe mixes by owning thepositioning of perfect taste which guarantees for difficult-to-cook dishes’.

-2013: Re-launched product with added Vitamin A in collaborationwith Vietnamese National Nutrition Institute. With the newformulation, Knorr granules guarantee not only the rounded taste (GIAVỊ HOÀN CHỈNH) of dishes but also good benefit for the family healthwith the addition of Vitamin A in order to help consumers becomemore aware of the importance of micronutrients in the daily diet.

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STEP 6: DEVELOP BRAND POSITIONING

How Knorr positions with the “natural + nutritious + convenient” promise?

What Need For Whom Diffrentiated By Reasons To Believe

All-in-oneseasoning productdelivering greattaste to foods,which helps expresslove.

Mainly mums whosee cooking aspleasure andalways desire tonurture and pleasetheir loved ones byfoods.

Rounded taste oflove.Only Knorr cares asmuch about thefood you cook foryour loved ones asyou do.

Created by Knorr’sreal chefs byunderstanding howreal women cook.Using authenticcooking processes.

Rounded taste of love!

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STEP 7: DEVELOP A BRAND PERSONALITY

- Authentic

- Generous Made with natural, nutritious andsustainably sourced ingredients

Archetype: Caregiver / Creator

- Inspirational

- JoyfulInspire cooking by creating simplesmart ideas.

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Brand narrative

Initiate a story of brand to create a long-lasting

experience with consumer, in order to create

brand loyalty FLAVOR OF HOME

Theme: For the Love of Flavour (because

cooking delicious and nutritious food should be

within everyone’s reach)

Plot: story of a mother and daughter, and reveals

that the greatest flavor on earth is in fact the

taste of home.

Start a story to connect

emotionally with target

consumers: Cooking embracers (Mainly mums who see food as pleasure not fuel and for whom their beloveds)

But brand narrative is story with no ends, so the

story can go on.

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STEP 9: DEVELOP A BRAND IDENTITY SYSTEM

- LOGO

- PRIMARY COLOURSGREEN YELLOW

Illustrates the natural & nutritiousattributes of productHighlights the inspirational &joyful personalities of brand

Symbolizes the generouspersonality of a caregiver.

Brings a warm feeling of a unitedfamily meal.

Soft strokes + Italic type + Red

Symbolizes family meal: full of love

- PACKAGING:

Consistently stick to 2 primarycolours: green & yellow

Images of dishes are illustratedattractively, naturally & nutritiouslylike they are cooked by mom.

- POS:

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1. Properties: sweet, smell like water of meat and bone

compact, and smell like traditional

1. Product + Package

3. Package: sightly, attracted the attention (because new product).

Design package for favorable and easy expressive insight.

- Yellow Package: attracted customer + sightly

- Design for favoable & easy for preservation: 3 layer alumiun

(not wet) => can vehicles an angle for use and next use

- Size fit with price and target audience. A little package for saving

money (for new customer) about 100g, 200g until 500g, 1kg, 2kg

2. PriceStagement price: low price. Because:

1. New product

2. Product is essential

3. Mentality: cheap and saving

4. For fit for target audience (like analyze in part 1).

=> normal housewifes or VIP housewifes can use

this product

(Starting price is 7.500 VND, after that 8 years up 11.000 VND

Customer trust so Knorr add more new function and up price)

3. PlaceForm existing market

Traditional & market: good “hoa hồng” for seller

+ provided cushelves

=> Purpose is seller garniture a new

product in front store

Long-term Strategy

1. First when starting, Knorr realized Vietnam economy is growing

=> Supermarket, Hypermarket, grocery store appear more

Mại, cửa hàng chuyên dụng sẽ tăng lên đáng kể.

Yes ! Growing 9% (2005) up 14% (2007) and 27% (2010)

Big cities is: 15%, 24% và 37%

=> Garniture product in supermarket: Use money + reputation

of Unilever for the best base.

Second, future tendency people is busy => they will not buy

in market. They buy in supermarket and grocenry store ...

Third, at this time, competition of Knorr dont strong approach

this market.

Translate Brand Promise into Customer Experience Design

Promotion Place

PriceProduct + Package

2. Distribution on website and online shopping

(vatgia.com – sieuthi24h.net – 2nmart.com ...)

3. Distribution near product of Unilever

Step 10

2. Quality: certify of Bộ Y Tế (after that add vitamin A + nutrition)

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4. Promotion

WHY PROMOTION IS THE MOST IMPORTANT ?

(MOST IMPORTANT)

Truyền miệng

TV Báo chí Internet Email

58 %

38 %

79 %73 % 72 %

1. Base on research of Nielsen in 2005. In Vietnam, 60% people

trust advertisement. Ratting 8/10 country trust advertisement.

Besides, this is a table about trust in advertisement forms

2. Base on survey in big supermarket (at this time), Knorr realize

competition have same price so what product can good promotion

is the best seller

3. Knorr is a new product in Vietnam. Have good function and good

price but customer dont know about that

=> mass comunication for educate for them about function benefit.

Advertisement in TV và trial in supermarket, school, residential

(after that when internet popular, Knorr build more in digital)

WHAT TARGET IN PROMOTION ?

WHAT FORM OF PROMOTION IS GOOD ?

1. When starting

- The media: TV, radio (analyze in left table)

- Flyer, internet

- Marketing in store: trial product

- Poster in bus stop

- Promotion: bonus product

- Free packages Knorr for consumer

- Campaign: Yellow Hòa Hưng Market (Dist. 10) => impress customer

- Comunicate about Knorr save health and enviroment

2. Long-term vision

After that impress customer, Knorr have a good stagement in Vietnam market,

Then Knorr make different promotion for complete Knorr’s strategy.

=> Good impress when starting

- Sponsoring for coocking programs in TV

- Creat good relationship with VN’s comunication (style of Unilever?)

- Event: “Knorr tôn vinh ẩm thực Việt Nam” (2007) – “Viết công thức nấu

Ăn mới với Knorr” (2009) và “Tết sum vầy cùng Knorr” (2010)

- Sponsoring protect children center, orphanage, nursing home ...

Although keep a once style but unclear so now, Knorr dont have any impress

special campaign. However, Knorr still complete this strategy by money

Women (22 - 45) have job, busy but still want to take care of their family

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THANK YOU