YOUNG MARKETER Elite Program - asm 3.1 - An An

to (target consumer), brand X is the (category frame of reference) that (rational/emotional benefit/promise) that's because (reason to believe)

BRAND POSITIONING STATEMENT

A best in class positioning statement has four key elements: Target Market (a)Definition of the market you play in (b)Brand Promise (emotional or rational benefit) (c)The Reason to Believe (RTB) the brand promise (d)

For the target market (a) Brand X plays in the market (b) and it gives the main benefit (c). That’s because of the following reasons to believe (d)

Frame those 4 key element into the following

Put them into the format

Example: AXETo young men on the prowl the AXE brand of body spray will give you the confidence to attract and get the girl you desire with it’s seductive fragrance.

BRAND ESSENCE: The brand's promise expressed in the simplest, most single-minded terms. The most powerful brand essences are rooted in a fundamental customer need that differentiates the brand from competitive brands as perceived by the audience.

The AXE brand has stood for sexual attraction (seduce women)

feminine confidence everyday, everywhere.

1.Root strengthsVietnamese domestic brand with high manufacturing technology and low cost price.2.Competitive environmentKotex, Laurier, Whisper and other feminine hygiene product tampon, pad & pantiliners3.TargetFemale 16-40 yrs old4.InsightI want to enjoy my life with things I love to do.5.BenefitsFunctional: soft, quick absorbent, anti-leak, dried , comfortable, fresh, Emotional: pleasure, love yourself, proud to be a woman6.Value & personalityValue: Diana stands for feminine pleasureBrand personality: feminine, tender, sweet, mature7.Reason to believe: Diana care everything to make women feel comfortable and love to be a women.8.Discriminator: Diana celebrate feminine pride.9.Essence: Diana_the pride of being a woman. (niềm kiêu hãnh khi là con gái)