Assignment 8.2-ym-brand-positioning-duong hieu
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This document discusses market segmentation and target customers for a marketing education organization called YM Brand. It identifies two key segments - career passionators and career pursuers - based on their orientation toward marketing as a future career or trial option and their level of marketing knowledge. The target segment is identified as career passionators aged 18-24 nationwide in Vietnam. This segment is passionate about marketing, seeking opportunities, and focused on self-improvement and preparing for their future career. The document also outlines YM Brand's competitors, key benefits related to practical knowledge and experience, and positions the brand as guaranteeing a solid base for the next generation of marketers.
Assignment 8.2-ym-brand-positioning-duong hieu
- 1. HIEU PHAN DUONG FOW ASSIGNMENT 8.2 YM BRAND POSITIONING
- 2. Marketing for career Marketing for trial Advance knowledge Basic knowledge CAREER PASSIONATOR CAREER PURSUITER MUTI- ORIENTATION OWNER UNCEAR- ORIENTATION OWNER Vertical dimension: one side considers marketing as future career, other consider as a option for trial. Horizontal dimension: One side have advance knowledge about marketing, other have basic things. SEGMENTATION
- 3. TARGET CUSTOMER CAREER PASSIONATOR Age: 18 24 Location: VN Nationwide Gender: male & female Occupation: students & fresh employees - Passionate in Marketing - Opportunity-seekers - Self-improvement oriented - Always prepare for their future & career - Start to explore about Marketing but have little knowledge. DEMOGRAPHIC INSIGHT ATTITUDE & BEHAVIOR I want to be in control of my future career. Joining and experiencing practical knowledge from top marketers in Vietnam allows me to feel much confident before joining the real world
- 4. COMPETITOR TARGET CONSUMER YM Contest: UFLL, Marketing Challengers, B達n l挑nh Marketing. YM ELITE PROGRAM: BMG, AiiM, Sage YM as a whole: a journey without any competitors Age: 18 24 Location: VN Nationwide Gender: male & female Occupation: students & fresh employees I want to be in control of my future career. Joining and experiencing practical knowledge from top marketers in Vietnam allows me to feel much confident before joining the real world INSIGHT RTBs DISCRIMINATORS VALUES & PERSONALITY BENEFITS The only marketing education organization has empowerers as top Marketers in Vietnam delivering practical & updated knowledge and experience Providing practical knowledge through 4 platform contests (YM Competition), workshops (YM Connection), courses (Elite Program) and reality projects (YM Initiatives) Trustworthy, Familiar, Knowledgeable, Progressive Rational: practical knowledge for your future career Emotional: feel safe about your future career, more condident before joining the real world Attitude & Behavior: -Passionate in Marketing -Opportunity-seekers -Self-improvement oriented -Always prepare for their future & career BRAND KEY Guarantee the solid base for the next Marketing Generation