Ti: Phn tch cc mu

qung co s dng s
AdMes Guideline
SVTH: Nguyn Ngc Tr
Lp: LT17MA001
MSSV: 35121022429
GVHD: Hunh Phc Ngha
Hc Phn: Qung Co

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The Story/Creativeness
(The content to
communicate)
M Hnh AdMes Guideline
Competitor
Messages
Consumer Insight
Funtional Benefit
Emotional Benefit
TVC qung co Redbull
o Brand Positioning:
Trong nhiu nm qua hnh nh Redbull theo ting anh hay
Krating daeng theo ting thi c bit n l thc ung tng
lc nhanh v hiu qu.
o Competitor Messages:
Number one: Thng ip lun xuyn sut chng ng m
Number one nh v chnh l: Lun ng hnh, np nng
lng, vt qua th thch, chng t chnh bn. Number one
khi dy tinh thn chin thng trong bn, khng nh khi bn
ung Number one th khng g l khng th l tinh thn
trong bn, tinh thn Number one.



TVC qung co Redbull
Samurai: Tinh thn cu Samurai l tinh thn ca sc mnh,
xng danh my ru, thm nng lng chin u.
o Consumer Insight:
Gii ta con kht, mt mi, tnh to ngay lp tc. Trong nhng
lc cng thng, cn s tp trung hy np nng lng vi
Redbull.
o Funtional Benefit: Tnh to ngay lp tc, nhanh hn.
o Emational Benefit: Cm nhn s khc bit, cm nhn s vt
tri, tip sc bn i n con ng thnh cng.
o The story: ng ch ca Redbull trong mt ln qua Thi Lan v
ung th Redbull, ng thy tnh to hn, hon ton khc bit
vi nhng th ng ung. T ng i xy dng mt hnh
nh mi cho thc ung tng lc ny.
TVC qung co Omachi
o Brand Positioning:
Vi thnh phn l si m khoai ty ti, Omachi nh v l sn
phm n khng lo s nng. Omachi ra i c coi l hin
tng mi ca Marketing tip cn.
o Competitor Message:
M Nissin: L loi m khng chin nn c li cho sc khe,
bn cnh l loi si m khng s dng du chin nn khng
lo s nng. Chnh thng ip ny l li tuyn chin cnh tranh
vi Omachi.
o Consumer Insight:
Vn suy ngh ca ngi tiu dng n m l nng, ni mn,
khng c li cho sc khe do s dng du chin. S ra i ca
Omachi thnh cng khi gii quyt c vn ny ca
khch hng.
TVC qung co Omachi
o Funtional Benefit: Si mi dai, ti, tht hm cht lng.
o Emotional Benefit: Sc hp dn khng th chi t, n m
nhng bn khng cm nhn l bn ang n m. Bn ang tip
cn mt phong cch mi vi Omachi.
o The story: T trc n nay, hnh nh m gi c ngi tiu
dng quan nim l thc n nhanh, ph, khng c cht dinh
dng. V c bit l n m s b nng. Tuy nhin Omachi ra
i thc s lm ph v quan nim . Thay i cch nhn
nhn ca khch hng v sn phm m gi. khng lo b nng
v vn m bo cht, mi v l thng ip, cch m Omachi
tip cn v rt thnh cng.