RMIT International University Vietnam
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Subject Code: GRAP2413
Subject Name: Advertising
Location & Campus (SGS or HN) RMIT SGS
where you study:
Title of Assignment: Consumer Media Insights
Student name: DOAN TRAN LE HUY HOANG
Student Number:
S3741179
Teachers Name: TRAN THI NGOC THANH
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Assignment due date: July 28, 2020
Date of Submission: July 28, 2020
Number of pages including this one: 16
Word Count: 2627
Statement of Authorship
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GRAP2413
Media
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Date:
Consumer Media 28/7/2020
Insights 5:00 PM
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Date of this
TRAN THI NGOC Submission:
THANH
28/5/2020
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Name: Names: Number:
Tran Le Huy TRAN THI NGOC THANH
Doan S3741179
Hoang
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Consumer Media Insights Report
Brand product: Vsmart Live
1. Product category
Brand: Vsmart is a Vietnamese smartphone brand of VinSmart Research and Production Joint Stock Company, a subsidiary of
Vingroup. Vsmart said its products are all manufactured in Vietnam, namely the factory in Cat Hai, Hai Phong (Tan 2019).Vsmart
Live is a 2nd generation smartphone product launched in July 2019 and released and produced by Vsmart. Vsmart Live is a
mid-range smartphone but possesses many outstanding advantages. These include strong performance, new three-camera
clusters, under-screen fingerprint, and probably the price will be very competitive similar to its predecessor. (K'Khia 2019)
Purpose of this report: learn about the customers of the Vsmart Live product line, explore the types of media used to promote the
product, give evaluations, and recommendations
2. Brand positioning
Figure 1. Brand positioning map
Vsmart Live is a product of the leading Vietnamese company Vingroup, and this is also a rare smartphone product that dares to
confront other foreign rivals. Therefore, a brand positioning to make a difference and face the competitors is extremely important to
Vsmart Live. Brand positioning is an important part of conveying the values of brand prestige and attractiveness that are applied in
promotional strategies to send messages to customers (Aaker 1991). Brand positioning is considered as the origin of advertising
campaigns (Keller 2003).
Origin / patriotic aura
First, as a local product focused on the mid-range segment, Vsmart Live was positioned correctly. For local products, brands
should focus on positioning strategies such as “a patriotic aura, and a lower price point”, when foreign rivals often focus on “better
quality, prestige, and an association with global culture” (Alden, Steenkamp, & Batra, 1999). The difference is that Vsmart Live is
not entirely focused on price, but mainly on the pride of the user's country on this brand positioning map. Local brands that raise
consumer awareness have oppotunities to become local symbols that consumers can use to address their wants and concerns
(Holt 2004). Being part of Vingroup's ecosystem, this smartphone can take advantage of its long-term reputation, which
emphasizes the Vietnamese product factor for the brand's device. We can see this is a way of calling patriotism from customers,
but even Vsmart does not directly say things like "Buying Vsmart is patriotic." Consumers may find a local brand attribute of a brand
appealing because it can reinforce local originality and pride (Ozsomer, 2012). Brands built in their own countries will be based on
the cultural and psychological desires of consumers (Ger, 1999), thereby helping brands to position themselves with competitors
(Dimofte, Johansson & Ronkainen 2008).
After the sale/ Value for money
Understanding the mid-level user psychology in Vietnam, Vsmart Live is positioned on the service value. The values mentioned in
this survey are the values that benefit from a brand's products and services. In the past, mid-range low-priced products were
generally rated as a product from a brand with a poor position (Wason and Charlton 2015). But the positioning has changed
because nowadays to be able to compete with foreign products, the internal products have developed based on the psychology of
buyers to improve the price and quality of the products. Customers will buy your product if it costs nearly the same as competitors,
but they find that it offers more value. (Burstein D 2020).
With the sharp discount of a phone like Vsmart live to fight mid-range rivals, Vingroup has made the right positioning based on
Vietnamese consumers' psychology and needs. Local iconic brands build their appeal on local cultural capital and gain a deeper
understanding of local psychology (Ger 1999). With the same phone configuration as Vsmart, customers have to buy products from
other brands with prices higher than 30%, 50%, or double. Not only has a reasonable price, but Vsmart phones are also
guaranteed by genuine for up to 18 months, supporting 1 to 1 exchange for up to 101 days. "Products must be truly high quality to
be confident with this unprecedented warranty policy," said Nguyen Dinh Duy - Head of Viettel Store's mobile phone chain. As Ben
Davies, the Chief Executive Officer of Rodd, the industrial design agency, said, 'the absolute crux is that you can't do things
peacemeal. . . you can't blind consumers with a new logo if the product is terrible and not well-positioned '(Orton-Jones 2015).
1. Target audience
Demographic: Gen Z - Young people, 18-24 age, low to mid household income, early access to technology
Geographic: Living in rural areas
Psychographic:
● They want a device that meets many features, integrates many breakthroughs at an affordable price. (Morning
Consult 2018)
● From the perspective of young people, what they get from the money they spend is more important than the flashy
brand values. (Jeff D, 2018)
● Based on Vsmart's TVC (2019) ad "Live style, dare to break through", they have positioned young customers with a
preference for personalization and lifestyle for themselves, experience and breakthrough in life.
● Nielsen found from studying the upcoming Gen Z that they are much more attracted to new innovations and changes
in the market. (VietnamInsider 2019)
● They are people who like to discover new things, so their desire is a product with breakthrough functions to serve their
needs and emotions. (Woo 2018)
Behavior:
● Gen Z shoppers first find new information from closer people, friend and family, and see ads onsocial media(Hall &
Towers 2017)
● Find reviews of others opinions on social media like Facebook and Yotube before they make purchase decisions. The
price is the essential part of products that motivate their purchase intention (Hall & Towers 2017)
● They do not hesitate to give their opinions or feeling about after using the products on social media to engage with
other people (Lim 2019)
● They use many platforms to communicate and keep up with the news such as Zalo, Facebook, Instagram. (Q&Me
2019)
● Spend lots of time watching Youtube to entertain and learn new information. (Q&Me 2019)
● Watching TV remains a part of their lives and helps them become more aware of product promotions. (Q&Me 2019)
● Young shoppers make purchase decision by comparing price, finding reviews and keeping up with the sale
promotions on brand's social media (Branding in Asia 2017)
Insight: Consumer motivations from products
From the above information about the target audience, there are three factors from the product that can enhance the motivations of
the target audience. First, the innovations in design and features will appeal to consumers because they fit into the personality of
the experience and personalization of seeing themselves in the product. Secondly, products with all the elements have competitive
prices, which will help shape a high position in brand association in customers' psychology when they decide to buy a smartphone.
Thirdly, the brand's reputation will contribute to the purchase decision when they find information about the products and see many
positive reviews and discussions about brands on social media.
2. Consumer journey
Purchase journey
STAGE AWARENESS Finding CONSIDERATION PURCHASE POST-PURCHASE
CUSTOMER Hear from friends, see do research about Compare and evaluate Finding the nearest Take phone home
ACTIVITIES out of home ads and products/brands on alternatives by searching store, arrives at and and set it up,
online ads on social websites and social reviews on social media, looks at several
media, watching TV, media. article on Google, and phone brands, customize, and share
watching technology review Finding website or e experience.
channel on Youtube commerce
CUSTOMER Needs smartphone for Understand more Find the best solution to buy Find and select Share feeling, give
GOALS study and deeply about the smartphone based finance products easily, review
entertainment smartphone situation and needs efforlessly
TOUCHPOINTS ● Word of mouth ● Website ● Word of mouth, ● brick-and-mor ● Word of
● Traditional ● Social media ● Feedback on brand's tar retailers mouth
media website and the article ● Banners at ● Social media
● Social media ● Social media stores
● Billboards
● Information of
product ads
● Sales
associate
● Website and
Ecommerce
ORGANISATION ● Create ● Create ● Out online banners on ● Hang up ads ● billboards
AL ACTIVITIES marketing campaigns contents on websites of reviews and the
● Create ads on the website article that are relavent to the in windows of latest when they leave and
social media sites ads, to introduce product products and have television
like Facebook, the
Instagram, Zalo and smartphone. ● Create marketing interactive displays commercials
Youtube ● Create ads campaigns
● TVC promotion on social ● Create ads on social
● have ● Still have
on television media sites media sites ads, like description of what online ads on social
● Public relation ads, like Facebook, Instagram, Zalo makes product media and television
Facebook, and Youtube
Instagram, unique to promote other
Zalo and ● Sale people products
Youtube ● Control
provide the
reviews/ opinions of
customers positive users and social
information of the media develop
product sharing.
Evaluations
In consumer journey stages, awareness is the essential stage on which Vsmart Live should focus. Facing many competitors in the
mid-range smartphone market, brands should make their mark on the target audience by linking the needs and problems with the
product. It is also a step to help brands locate shopping options in the minds of buyers. Therefore, promoting social media activities
such as minigames, content suitable for young people to motivate them to interact with the brand to promote brand awareness.
Youtube ads are necessary because target audiences are now spending a lot of time watching videos on Youtube so the brand can
distract them to raise awareness. Also, TVC promotion on TV is the foundation to build campaigns because TV still plays an
integral part in brand awareness of the consumers.
Day in life journey
Times Activities Journey Media
6:30 AM Waking Up & Getting Ready for After waking up, young customers will immediately use Facebook, Zalo, Instagram,
School their voice dictionary to see the time and check Youtube
messages and news via social networking sites
Facebook, Zalo, Instagram. After getting out of bed, they
will play the song on YouTube and automatically switch
the song so that they can brush their teeth, wash their
face and listen to the music at the same time.
7:00 AM Having breakfast After completing the preparations, they will have TV, Facebook
breakfast with the family. During breakfast, the whole
family will eat and watch the morning news on TV.
Besides, they use their phone to surf Facebook to see
news about friends, and use Zalo to ask friends asking
about going to school today.
8:00 AM : Going to school They go to school by motobikes. Along the way they will Billboards
often notice signs, billboards around them, especially
when stopping at traffic lights.
8:30 AM Attending class While they are studying, they sometimes watch the news Facebook
and friends on Facebook and take photos of lectures on
the board.
10:00 AM Between class This is the break time of class, they entertain themselves Zalo, game online ads
by playing games on mobile apps. Besides, using Zalo to
call your friends to meet for lunch after school.
11:30 AM Get out of school After completing the class, they check the messages on Facebook, Zalo, Facebook
Facebook and Zalo. They will use their phones to take message
photos of the lectures on the board. Then, they will send
to the group chat on Facebook, Zalo for friends who did
not go to school and ask for help with homework.
12:30 PM Go to after school activties with After school, they will use facetime on Facebook to Facebook, Facebook Story,
friends contact friends to choose a lunch location. They arrive at Instagram Story
a restaurant near the school and use their phones to
check in on Facebook as well as filmed short videos
posted on Facebook and Instagram’s story. While eating,
they check their own stories and watch other stories on
Facebook and Instagram.
3:00 PM Go to library After lunch, they go to the school library to search for Google, Facebook, Zalo
books and do their homework. While doing their
homework, they went to Google to search for lesson
information and exchange with friends on Facebook,
Zalo. Taking frequent breaks, they check their stories on
Facebook and Instagram.
5:00 PM Go home They will go down to the basement of the school to get a Billboards
motorbike. While driving, they pay attention to the signs,
billboards appearing on the road and will read more
carefully the advertising billboards while stopping at the
red light.
5:30 PM: Arrive home They go to the toilet and watch short videos on Facebook Facebook Watch, Youtube
Watch and Youtube. They then change clothes to
prepare for dinner with their family, while they will play a
song on Youtube and let the song automatically switch.
6:30 PM Eat dinner They have dinner while watching the evening news on TV, Facebook, Instagram and
television with their family. In the meantime they also Zalo
check the news of their friends on Facebook, Instagram
and Zalo to see how friends interact with their posts.
7:30 PM Free time After eating, they watch the entertainment program with TV, Facebook, Zalo
their family on TV. Meanwhile, they watch Facebook,
Instgram and message with friends in Facebook
Message and Zalo. Besides, they also tag friends on the
funny fanpage on Facebook.
8:30 PM Work on homework They go back to their room to do homework and review Google, Facebook, Zalo
the morning lesson. They use Google to search for
information about lessons as well as exchange with
friends on Facebook, Zalo. Take frequent breaks to
check Facebook and Instagram new feed posts.
9:30 PM: Personal hygiene They watch a video of reviewing the clothing, technology Youtube
on Youtube while they do their personal hygiene steps.
10:00 PM: Go to bed Check news on Facebook, Instagram and Zalo to make Facebook, Instgram, Zalo and
sure they do not miss anything. They then watch long Youtube
form Youtube videos to fall asleep.
Evaluations
Break time between class and free time are the two essential times in the awareness and receiving of product information. They are
the times when the customer receives information because it is not distracted by other factors. Their leisure activities are almost
focused on media such as TV, social media, Facebook Zalo, and Instagram. Watching long-form Youtube videos before going to
bed is also a useful time for the brand to promote the product. Brands should focus on free time slots to reach, send information to
help target audiences remember products in their minds.
5. Types of media are currently being used by Vsmart to communicate with its target audience
Advertising - TVC
TVC video of Vsmart on VTV1 TV. Capturing from Youtube
Social media
Vsmart fanpage on Facebook. Capturing from Facebook
Vsmart’s Youtube channel. Capturing from Youtube
Online and social
Vsamrt Live online ad. (Thegioididong 2019)
Earned Facebook review forum
Vsmart Live's fan forum group on Facebook. Capturing from Facebook
Sponsorship
Vsmart Live sponsored Bao Anh’s music video. Capturing from Facebook
Online and Sale
Vsmart Live ecommerce ads on Google. Capturing from Google
Paid Media on Youtube
Vsmart Live paid media to review smartphones. Capturing from Youtube
6. Discuss and recommendations: Assess the effectiveness of the media used by Vsmart Live given the identified
target audience.
Comparing the media that Vsmart Live is using today with the target audience's journey described above, it has shown that
Vinsmart is building an effective communication strategy. First, the use of TVC to advertise on television is a basic platform for
brands to create awareness for their customers. Even ads on outgoing social media have had an impact on consumers because
major social networking sites like Facebook, Youtube are the means to help them learn about the brand. Therefore, the first step in
brand awareness is to choose media that match the target audience
However, Instagram Story and Zalo are still two potential platforms that are left vacant. In the day in life and behavior of consumers,
these two platforms still occupy a lot of time for customers. Vsmart should create owned media on Zalo and run ads on Instagram
Story to be able to expand its reach to consumers.
Secondly, the reviews and feel of the product is very important for Gen Z customers. The review videos on Youtube about Vsmart
Live have been promoted through image review channels with many YouTube followers. That has targeted the habit of watching
YouTube, watching smartphone reviews, which helps build the right image of the product to the target audience. Besides that,
Vsmart Live has a fan forum group on Facebook so users can share their feelings, which has created a community for this product.
So customers who search for products on Facebook will be more likely to reach positive information about the product.
Vsmart Live has sponsored music videos for young singers that help the breand attract the target audience. Based on consumer
journey, consumers are gradually turning YouTube into one of the entertainment platforms such as listening to music and watching
vlogs. Becoming a part of their daily music list will help customers become more aware of the product, especially when the brand
combines with celebrities in music videos.
Also, the distribution of products on online commerce channels has also helped users find products and have more convenient
shopping options. This is consistent with the user's habit of comparing prices and the tendency to switch to online purchases.
Based on actual experience, Vsmart's Store experience is still limited. Brands should do more research on customer experience at
product distribution stores to expand their marketing campaigns. This is an important step for customers not to be distracted by
other products in the store, so it is necessary to provide product information to the salesperson and the product image appearing in
the store.
7. References
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role of global consumer culture’,Journal of Marketing, . 63, pp. 75–87.
Burstein D 2020, "3 Options for Brands Positioning Their Product’s Price", 8 January, viewed 20 April 2020,
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Ger, G 1999, “Localizing in the Global Village: LocalFirms Competing in Global Markets,” California Manage-ment Review, vol.41,
no. 4, pp. 64–83.
Keller, K L 2003, 'Strategic brand management: building, measuring, and managing brand equity', 2nd edition, Upper Saddle River:
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m_source=sforum&utm_medium=tin-tuc>
Lim, A 2019, ‘Who are Singapore’s online consumers?’, Janio Asia, 8 May, viewed 8 November 2019, <
https://janio.asia/articles/who-are-singapore-s-online-consumers/>.
Özsomer, Ayşegül and Selin A 2008, “Global Brand Pur-chase Likelihood: A Critical Synthesis and an Integrated Con-ceptual
Framework,” Journal of International Marketing, vol. 16, no. 4, pp.1–28.
Tan, D 2019, 'Vsmart tests Vmessage and Vcall instant messaging features', 26 December, viewed 25 July 2020,
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Towers, N 2017, ‘Understanding how Millennial shoppers decide what to buy: Digitally connected unseen journeys’, International
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