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Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Kyle MacDonald
July 14, 2005
Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of dream designs at FreeDigitalPhotos.net
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
80%
74%
106%
242%
54%
Brand Value/ Revenue
Brand improves both product worth and company value
Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of freestockphotos.biz
VALUE is(branding) aspects of quality,
attribute, experience, benefits,
association that brand captures
which consumers well perceive
and are willing to pay for.
Highly confidential | All rights reserved | The Purpose Group 2015Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of imelechon Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Value we offer
Consumer’s cost perception
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Have VALUE | Earn Recognition | Drive Willingness to pay
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
BRANDPURPOSE
®
AUTHENTICITY
Uniquly meaningful benefits that
improve consumers life
Create effective communication strategy to reach consumers anywhere anytime24/7 ENGAGEMENT
ACCOUNTABILITY
Be accountable of what the brand promises
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
How did they move up the value ladder?
• Improve Identity(packaging, brand)
• Improve quality (cleanliness, taste)
• Improve distribution (availability, point of sales)
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
How did they move up the value ladder?
• Provide solutions(New benefits, ease of use)
• Extend from core expertise (Build on base products)
• Create new usages (Show and tell)
Highly confidential | All rights reserved | The Purpose Group 2015
NEW brand identity developmentPackaging and portfolio design
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
How did they move up the value ladder?
• Think of new possibilities(build on insight, usage & attitude)
• Invest in design (drive functionality & appearance)
• Build & Leverage brand (avoid having too many brands)
Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of Red Bull Highly confidential | All rights reserved | The Purpose Group 2015
LAUNCH IMPACT
Over 8Mil live streams on YouTube (World record)
Over 27Mil YouTube Views
3.2Mil tweets
Over 1Mil like on FB photo
820,000 pieces of positive content
50,000 distinct likes and shares
61.6Mil impression
46Mil likes on FB
4Mil subscribers Red Bull YouTube channel
Highly confidential | All rights reserved | The Purpose Group 2015
Business Results
6 mths, sales
+7%to $1.6Bil
US market sales
+17%
Double digit growthSouth Africa
JapanSaudi Arabia
FranceGermany
Highly confidential | All rights reserved | The Purpose Group 2015
How did they move up the value ladder?
• Be in touch(truly understand consumers’ interests & trends)
• Champion brand purpose(consistently bring to life brand purpose)
• Take risk, be experimental (try new things!!!)
Highly confidential | All rights reserved | The Purpose Group 2015Highly confidential | All rights reserved | The Purpose Group 2015
+ Look and feel of neighborhood STORE + Refreshing design with free coffee, tea
+ Free space for customer gathering Always on "Let's talk line"
Highly confidential | All rights reserved | The Purpose Group 2015
+ Call customers by names + Promote local business
Highly confidential | All rights reserved | The Purpose Group 2015
+ Give out without conditions
Highly confidential | All rights reserved | The Purpose Group 2015
How did they move up the value ladder?
• Make service enjoyable(be personalized and friendly)
• Invest in experience (superior store designs and facilities)
• Be part of community (promote local interests)
Highly confidential | All rights reserved | The Purpose Group 2015
How have we been moving up the value ladder?
Highly confidential | All rights reserved | The Purpose Group 2015Image courtesy of Rob Bye Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
2010 @ 2SKUs
2014 @ 16 SKUs
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Better Taste
Healthier
More fun to drink
What is core benefits of soymilk
Highly confidential | All rights reserved | The Purpose Group 2015
Tang Thanh Ha – the brand ambassador in partner
with Vinasoy brand to bring secrets to keep
natural beauty and health to women
“Natural beauty is not only naturally given”
Highly confidential | All rights reserved | The Purpose Group 2015
Tang Thanh Ha and Vinasoy published the book
"Natural Beauty is Not Naturally Given" to endorse
women to live healthy and have Vinasoy as natural
healthy source of nutrition everyday for natural
beauty and health.
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Tang Thanh Ha Film
Highly confidential | All rights reserved | The Purpose Group 2015
Tang Thanh Ha TVC
Highly confidential | All rights reserved | The Purpose Group 2015
Catering to all family members needs
Highly confidential | All rights reserved | The Purpose Group 2015
4 TVCs of Fami
Highly confidential | All rights reserved | The Purpose Group 2015
Fami CalciumSoy goodness fortified with calcium for bone strength
Hoc Vien Teen Cung to Drive "Cung" Bone Strength among the youth
Highly confidential | All rights reserved | The Purpose Group 2015
Consumer Generated Content
Highly confidential | All rights reserved | The Purpose Group 2015
Fami CalciumSoy goodness fortified with calcium for bone strength
Highly confidential | All rights reserved | The Purpose Group 2015
Fami kidThe healthy soy goodness for kids growth and holistic
development
Highly confidential | All rights reserved | The Purpose Group 2015
Fami kidThe healthy soy goodness for kids growth and holistic
development
Highly confidential | All rights reserved | The Purpose Group 2015
VinasoyCorporate
International Science
Conference, 2014
Highly confidential | All rights reserved | The Purpose Group 2015
VinasoyCorporate
International Science
Conference, 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Vinasoy CSR activities
throughout many years to improve community
health
Highly confidential | All rights reserved | The Purpose Group 2015
How did Vinasoy move up the value ladder?
• Understand consumers deeply
• Fully explore the potential of soy goodness
• Base on passion and drive consistency
Highly confidential | All rights reserved | The Purpose Group 2015
Mr. Ngo Van TuVinasoy CEO
“Vinasoy success has come from our whole-hearted dedication and genuine commitment to community health and building brands”
Highly confidential | All rights reserved | The Purpose Group 2015
Mr. Ngo Van Tu Vinasoy CEO
“It is rare to find an agency who has in-depth knowledge in brand building and marketing and strongly devotes to our business and brands”
Highly confidential | All rights reserved | The Purpose Group 2015
Brand purpose increases brand value and business growth.
The investment is worthwhile.
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Relative Price
Relative Cost
Value capturing | 1. Profit Frontier
Highly confidential | All rights reserved | The Purpose Group 2015
Relative Cost
Relative Price
Value capturing | 1. Profit Frontier
Highly confidential | All rights reserved | The Purpose Group 2015
Relative Cost
Relative Price
Value capturing | 1. Profit Frontier
Highly confidential | All rights reserved | The Purpose Group 2015
Value capturing | 2. Value Expansion
Highly confidential | All rights reserved | The Purpose Group 2015
Value capturing | 2. Value Expansion
Highly confidential | All rights reserved | The Purpose Group 2015
QUALITY LEADERSHIPINNOVATION
& INTEGRATION
COST LEADERSHIP
Value capturing | 2. Value Expansion
Highly confidential | All rights reserved | The Purpose Group 2015
Value capturing | 3. Value Curve
Usage DesignCheapAvailability Brand
Highly confidential | All rights reserved | The Purpose Group 2015
Value capturing | 3. Value Curve
Usage DesignCheapAvailability Brand
Highly confidential | All rights reserved | The Purpose Group 2015
Value capturing | 3. Value Curve
Rate ServiceProductLocations Brand
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
better insights, better strategies, better ideas
and stronger executions
BMC Mindcaster Mash
Idea-driven brand
communication in
transmedia world
Service, lifestyle &
wellness PR
specialist
Creative, digital
technology & database
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Highly confidential | All rights reserved | The Purpose Group 2015
Thann Auttanukune
Business Development Director
Ha Thi Lan Huong
Managing Director, BMC
Nguyen Thanh Giang
Group Director, The Purpose Group