Why do we need insight?

Brand Brand Brand Brand User

Positioning Innovation Communication Activation Understanding

GREAT INSIGHT FUELS 1

Insight for Brand Positioning
Need deep Insight to sharpen brand vision or develop new
brand positioning, re-positioning, brand extension.

Objective
Target
Sharpen brand vision &
Women, aged 25-35, AB
positioning by
class, WITH KIDS FROM
distinguishing ovaltine from
URBAN, FAMINLY
Milo and send the
ORIENTED, HAVING
message: “Love your kids,
KIDS FROM 6-18 YEARS
motivate them do more of
OLD
what they love”

OVALTINE CAMPAIGN FOR “NO NEED TO BE A

CHAMPION, DO MORE OF WHAT YOU LOVE” 2
Insight for Brand Positioning
Need deep Insight to sharpen brand vision or develop new
brand positioning, re-positioning, brand extension.

OVALTINE CAMPAIGN FOR “NO NEED TO BE A

CHAMPION, DO MORE OF WHAT YOU LOVE”
3
Insight for Brand Positioning
Need deep Insight to sharpen brand vision or develop new
brand positioning, re-positioning, brand extension.

Target Objective
Women, aged 25-35, AB class, Sharpen brand vision &
beauty conscious with self-esteem positioning by distinguishing
and confidence: “Beauty is an more beauty credentials and dig
essential integrity of a woman. It is deep into the importance and
her tool to attract people to her value for each.
and especially the other sex.”
DOVE CAMPAIGN FOR “REAL BEAUTY”

4
Insight for Brand Positioning
72% Girls say they feel
pressure to be
BEAUTIFUL

“Tôi biết vẻ đẹp rất quan trọng. Tôi biết việc trở nên
xinh đẹp là một lợi thế của nữ giới, là passport mở ra
nhiều cơ hội mới. Nhưng tôi không tự tin vào vẻ
ngoài của mình lắm. Tôi thường hay thấy e ngại và
cảm thấy có vấn đề gì đó với sắc đẹp của mình”. 5
Insight for Brand Positioning

6
Insight for Brand Innovation
Need great Insight to generate ideas for product innovation,
concepts, claim development, packaging design, etc.
Target
We need to find Insight into
men, aged 25-35, AB class, a
urban cosmopolitan who is
forward-thinking, sophisticated,
masculine and well-groomed.
Objective
Develop brand innovation &
positioning (including naming,
identity, packaging and new
product range) to build a premium
range for X-Men, capture growth
from premium segment.
7
Insight for Brand Communication
Need great Insight to develop effective and creative communication, with motivating
stimulus to change attitude & behavior (THINK) and encourage action (DO).

Target
We need to find Insight
into Vietnamese
housewives, aged 25–45,
AB class, in 6 key cities,
family care takers,
nutrition-conscious.
Objective
Develop 6-month
communication plan (with
brand positioning,
innovation) for Brand X to
convince consumers
switching from unoriginal,
unsafe rice to branded
and nutritional one.

YOUNG MARKETERS FOR “BRANDED RICE” 8

 Truth: Make friends
Tension: Shy
Motivation: QR Code

Insight for Brand Activation

Need great Insight to develop effective activation platforms and brand experience
activities, where the brand interacts in a meaningful way with the lives of its consumers.

Target
Educated, urban young
adults, aged 22–35, AB
class, high disposable
income, cosmopolitan style
open-minded, confident and
engaging.
HEINEKEN FOR “OPEN YOUR WORLD” CAMPAIGN
Objective
Develop an activation platform for
Heineken. Build brand experience by
involving people, music, sports, movies,
events, places, style - situated in
aspirational urban surroundings.
Reflect the brand essence "Connect you
to the world of enjoyable and inspiring
experience".
9
 Insight for Trade Marketing
Need Insight on why and how people shop our categories in our key channels and at the points
of purchase, to identify issues or opportunities for trade / shopper marketing activities

Target
We need to find Insight
into women, aged 25-35,
currently dating, in a
relationship or married, in
key cities, modern thinking,
caring, family-oriented
Objective
Generate communication/ in-
store ideas for a tactical
campaign to persuade wives
buying men shampoo for
their husbands (instead of
unisex shampoo).

YOUNG WIFE SHOPPER CAMPAIGN

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