OVERVIEW

01. BRAND MASTER MINH LONG POTTERY 02. SUB BRAND X FOR MILLENNIAL & GEN Z
Top 1 ceramic brand in Vietnam, which offers wide ranges of products
with high quality, targeting at high-end customers.
Millennial & gen Z They have high demand for
description appliances, usually live in urban
Category: Ceramics areas, therefore get updated
Product: houseware ceramics and Age 20 - 33, income AB +
quickly with modern lifestyles.
fine arts ceramics Students and employees Besides, they are quite
Product Features:

Target Understanding
Love convenient life knowledgeable and well aware
• Baked in 1380°C => eliminates of environmental protection,
toxic substances such as lead Concerned about health
social issues, so they desire to
and cadmium. issue.
raise their voice and express
• Durability, sustainability, safety their concern especially through
for usage “Gen z favors brands daily personal items, which can
• The nanostructures prevent that reflect vietnamese prove their understanding of
dirt from staining. values & cultures and individual contribution to the
Target audience have timeless or classic community.
Age: 35 – 65 brand associations”
Income: AB+ -Nielsen-

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Brand master has no contact with Millennials and
Generation Z, since the product does not adapt to
their needs, more importantly, the pattern is not
really suitable for them.

03. BRAND X
Product
Porcelain houseware: cups, thermos, lunch box, tableware
(bowls, dish) with product feature from brand master.
The pattern is adjusted to match with young people’s style.

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Market & Category
Houseware accounted for 9% of total individual consumption packages.
With high growth rate (compared to average), domestic houseware now values up to 12.5 - 13 billion
US. In 2014, retail value of this group increased by 10.65%. Annual growth rate is considerably high at
more than 10%.
The prospect of market has been remained positive due to the population increases leads to a large
demand of consumer goods, income per capita increases and 6.1 million families will be out of poverty
during the period of 2015-2050 with an income of 5000-10000 USD/year (according to BMI Research),
the proportion of consumers using domestic products is gradually increasing, proved by 85%-95%
Vietnamese brand names in supermarkets.

Competitor: Lock&Lock

Houseware made of high class of plastic and glass

Extremely durable and sustainable
Modern design BUT faded, common

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Insight & Strategic approach
Target description: students, officers in many
busy cities, aging from 20 to 33, strongly
desire for showing off personal
“ I want to create personal
trademark and draw attention
characteristics. They have high demand for with my identity.

Insight
appliance, through which they can easily
___________________
present their personal features.
However, identity is something
Enemy: being integrated, faded, common abstract that is difficult to
Target needs: personalize their daily used describe in daily life.
goods
Strategic approach

Personal trademark

Identity Houseware

Personalize
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Brand name: Minh Long Younker
Tagline: Take pride in the nicety
Brand promise: Bring the nicety in
which you take pride

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06
Patten
Pattern is adjusted to match with young people’s style.
Distinctive pattern of historical monarchies such as: Nguyen, Ly, Tran, ect (which has certain
dynasty name) or Ngo, Van, Huynh (without certain dynasty name)

Phoenix, a holy sacred bird, is

believed to sing on the maize plant
when the sage appears with the
mission of bringing peace to the
country
Phoenix pattern was commonly
applied on clothing of queen during
Nguyen dynasty.

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Promotion
Box + Product + Booklet

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Phoenix, a holy sacred bird, is
believed to sing on the maize
plant when the sage appears
with the mission of bringing
peace to the country
Phoenix pattern was
commonly applied on clothing
of queen during Nguyen
dynasty.

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Emotional benefits: health ensured, comfortability,
convenience, impressed by the historical origin while satisfied
by the personal value implication, proud of the social status due
to consuming high class product

Functional: using top notch and good quality products, which

can contain or hold, store food and also easy for maintenance

Product features: durable, good for

health, toxic-free
Baked in 1380 degree

Nanostructure prevents dirt from

persistently staining
Pattern symbolize cultural and
historical dynasty, enhance
personal value and distinction
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Price

E commerce channel Suppermarket Minh Long store

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Viralize your identity with Minh Long Younker
Are you afraid of being integrated, faded, common?
You want to be special, you want to show off your identity
but you think it is difficult to present in daily life?
Using the houseware ceramics produced by Minh Long
Younker is the best way to proud of your identity and
marked your personal imprint.
That is because, the patten on the Minh Long Younker
houseware speaks out the nicety that you can be proud of.

Choose Minh Long Younker to

express your proud identity

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