-Brand Management-

Presented by: Group 4

Instructor: Do Huynh Lam Thinh
GROUP 4

Dương Văn Thanh Tùng

Nguyễn Nhật Hoàng

Trần Huỳnh Minh Thuỵ

Vũ Đức Hậu

Hồ Phu Dìn
 01. ABOUT CAKE
AGENDA 02. BRAND AUDIT

03. STP STRATEGY

04. CAMPAIGN STRATEGY

05. KPI & BUDGET

1 ABOUT CAKE
Introduction

Cake by VPBank digital bank - a

cooperation product between Be Group
and VPBank - was launched among various
financial products at that time, especially in
the context of Covid. By mid-2022, Cake
had reached 1.6M users opening account.
Functionality
2
BRAND AUDIT
Brand image
Cake has left a good impression in the hearts of users, building a solid foothold in the smart
personal finance management app. Cake has made rapid progress when attracting 1.6
million customers after only 15 months of launch (from April 2022).
Brand image
Cake built its brand image mainly targeting
GenZ audience. Cake brings youthful, novel
content that is suitable for Gen Z's "taste".

To attract users, Cake partners with

influential celebrities on the internet.
Recently, Cake teamed up with KOLs
Tun Pham to create short, impactful
tiktok videos online.
 Brand awareness

Cake by VPBank has always been considered a formidable "a dark horse" in the
field of digital banking. When it comes to Cake, people always think of the
convenience personal financial management and the speed of card payments.
 Marketing activities

With the main target audience is the “GenZ” generation and those who prefer to switch
digital-only banking. Cake is running strong communication on channels: Tiktok, Facebook,
Instagram, Google ads.
Facebook

Recently, collaborating with some

prominent KOLs, including Tun
Pham. Cake promotes posts about
promotions such as: “6-0-6: vì một
tháng 6 không xấu”, “Thẻ Cake
chạm Bill”, these are all posts with
the highest engagement in a single
day. recent month.
Tiktok

This is also the leading youth attraction channel

that Cake is aiming for, with short clips to
convey the message.

Cake is running the hashtags "CHẠM ĐỈNH" with

views up to 5M.
 Instagram

This is the leading youth attraction channel

that Cake is aiming for, with short clips to
convey the message, through catching a
trend or creating a trend here Cake can
freely create content to pass on. Reach the
GenZ customer file in the most efficient and
fastest way.
Brand health
With 1 million uses after only 11 months of launch, Cake has
shown that Cake has a strong foothold in the hearts of
customers as just a newly launched application.

Especially impressed with the GenZ generation - the

segment accounts for 45%.

Shows that Cake's brand health is great, and has

the potential to grow in the future with a smart
technology app.
 Careverse
Direct Onyx Health

Competitors Carivil

Medque
Indirect Pathcare
Competitors Behold Health
Market Size

1.9B 53M 10M

Total Serviceable Market

Available Market Available Market Share
3 STP STRATEGY
Segmentation

Student Employee Others

 Age: 18-24
Demographic
Geographic Males and females
Mainly concentrated in Students, employees, workers
big cities: Ho Chi Minh Psycho-graphic
City, Hanoi, ... and other Social class: All
small cities and Life style :fast pace,
provinces, gradually hustle
sparsely returning to
rural areas.
Student Behavioural
Degree of loyalty:
easygoing, friendly, easy
to change
Personality: decisive,
convenient, beautiful,
beneficial
User status: potential
users, main users
 Demographic Age: 25-38
Males and females
Employees, workers

Geographic
Mostly in developed big
cities, a few large
provinces

Behavioural
Degree of loyalty:
Selective, moderate
Employee loyalty
Personality: Think and
choose, need
convenience, have
benefits
User status: Potential
users, main users

Psycho-graphic
Social class: All
Life style :stable rhythm
of life
 Age: 38 and up

Demographic
Males and females
Employees, professional

Geographic

Only in big cities: Hà Nội,

Hồ Chí Minh, Đà Nẵng,...

Behavioural
Others Degree of loyalty:
Difficult, difficult to
please, loyal
Personality: Safe, long
lasting and easy to use
User status:New users

Psycho-graphic

Social class: All

Life style :slow lifestyle
Targeting

Young customers (18-28 years old)

Technology lovers
People who want to save time
People who love using online
banking rather than cash
 Main cometitors

Viettel covers everywhere in the Timo is a bank that focuses on MBbank eBanking allows
field of telecommunications in customer needs and experiences, customers to perform many
Vietnam, so viettel has a lot of so Timo offers products and online banking transactions
users services that are flexible, conveniently and flexibly
Viettel Pay has implemented convenient and easy to use. MBbank eBanking puts the
many advertising and marketing Timo applies advanced safety and security of personal
campaigns to increase brand technology to ensure the safety and account information on top.
awareness. Such as media and security of customers' Examples include data
advertising, online advertising, personal information and encryption, two-factor
media events and promotions. accounts to create peace of mind authentication, and customer
when using timo's services. protection.
POD

Social interaction and

Independent interface
Advanced technology Competitive fee policy social network
and user experience
integration

Cake can have a Cake can bring innovative and Cake can feature and
distinctive and innovative technologies such Cake may offer integrate with popular
different interface as facial recognition competitive fees, with social networks such as
and user experience technology, blockchain or without transaction Facebook, Instagram or
compared to its technology or artificial fees, or offer Zalo, providing a different
competitors in the intelligence (AI) to enhance preferential service social connection and
security and customer packages to customers. interaction experience for
digital banking
experience. guests row.
industry
POP

Online banking Credit and debit Security and Customer

Working 24/7
service cards authentication support

Cake ensures Cake provides

Cake provides an online
information safety customer support
banking service that
and customer through
allows customers to Cake can provide
account security communication
perform online credit and debit
through advanced channels such as Cake has 24/7
transactions such as cards to customers,
security measures live chat, phone and customer service
transferring money, making it
such as OTP (one- email, allowing and online support
paying bills, and viewing convenient for them
time code) and customers to
account information to shop and pay.
fingerprint or facial contact and get
from a mobile app or
recognition support when
website
authentication needed.
USP

Cake By VPbank wishes to bring a media image

that matches the personality of the Cake brand:
Joyful, Friendly, Simple, Unexpected, Reliable.

Cake is a free service for life. No service fees,

management fees, account maintenance fees,
SMS fees.It provides an e-KYC solution that allows
customers to settle transactions with digital
signatures.

Cake also supports QR code-based payments for

shopping receipts, and transfers from one
account to another in Cake can be done by phone
number.
USP

Cake Digital Bank allows customers to open

accounts within two minutes, transfer or receive
money, pay bills and deposit savings. Cake issues
a free Mastercard debit card.

The card consists of 4 colors: blue, green, pink

and yellow

Customers can use their debit card to withdraw

cash at more than 630 ATMs of VPBank and all
ATMs that accept Mastercard quality cards.
Positioning Map
4 CAMPAIGN STRATEGY
DATA
In 2023, the electronic wallet market in Vietnam is
experiencing a booming phase. The number of electronic
wallet users has significantly increased from 12.3 million to 57.3
million users.

Vietnam is booming, with 90% of the market share belonging

to three wallets: Momo, Moca, and ZaloPay. The remaining
market share is divided among 40 other active wallets.

The electronic wallet "Cake" by VPBank has a very low

market share, accounting for less than 0.1% of trusted users.
The number of electronic wallet users
The brand awareness for this wallet is still low, and not many
will increase to 60 million.
people are aware of it or trust its usage.
 INSIGHT

The simple and convenient user experience is the most important factor that
users - Gen Z in genernal consider when choosing to use digital banking services.

Cake will offer a solution by its user-friendly interface and seamless mobile
banking experience while emphasizing convenience, free of charge, high security
measures, and commitment to sustainability and social causes.
 Key Message
"Banking at Your Fingertips"
Our cutting-edge app brings banking to your fingertips, empowering you with
effortless control over your finances. Join Cake today and unlock a world of
banking possibilities, right at your fingertips.

Big Idea
Chi đúng cake. Dùng đúng chất

"This would be the main message to communicate with users, aiming to build the DNA,
the core personality of the brand, with the purpose of associating Cake with simplicity
and define Cake is the go-to digital banking app that offers easy account setup
Product
After completing the account registration and profile verification
process, you will receive a free international payment card (Debit
Mastercard).

Customers who open a Cake by VPBank card will immediately

receive a free ride when using Bee.

With Cake by VPBank, you enjoy complete fee waivers on all .

Moreover, you will be able to withdraw cash for free at all ATMs
nationwide.

When you come to Cake by VPBank, you will have a special Super
Saver payment account. With an interest rate of 3.6% per year, it is
18 times higher than the interest rate of a regular payment
account (0.2% per year).
3 PHASES
01 AWARENESS
Create brand awareness and
generate interest among the
target audience.

02 CONSIDERATION
Encourage potential customers to
consider Cake as their preferred
digital banking app and explore its
features in more detail.

03 CONVERSION
Convert potential customers into
actual users of Cake by encouraging
them to download the app and start
using its services.
 PHASE 1: AWARENESS (2 months)

Objective Create brand awareness and generate interest among the target audience.

Influencer Marketing through

Tactics OOH Marketing
Famous Fanpage

Key hook "Mở thẻ liền tay, nhận ngay ưu đãi"

Utilize strategically placed billboards in high-traffic Ultilize famous GenZ fanpage to foster
Activities areas to capture the attention of potential engagement, share information about
customers and create brand visibility. the app's features and benefits
PHASE 1: AWARENESS
MỞ THẺ LIỀN TAY
NHẬN NGAY ƯU ĐÃI

OOH Marketing
INFLUENCER MARKETING THROUGH
FANPAGE/PUBLIC PAGE
 PHASE 2: CONSIDERATION (3 months)

Encourage potential customers to consider Cake as their preferred digital banking app and
Objective
explore its features in more detail.

Tactics Social channels(TikTok, Facebook, Instagram) Offline events

Key hook "Cùng nhận khuyến mãi, cùng tải cake nào"

Organize a seminar or workshop to

Creating engaging and informative ads on Cake's
provide hands-on experiences with
own channels, capturing the attention of a
Activities Cake, demonstrate its value proposition,
younger demographic and reaching a wider
and allow potential customers to
audience
interact with brand representatives.
 Social Contents

ĐỪNG LO, ĐÃ CÓ CAKE Unbox thẻ tín dụng Cake

MỞ THẺ LIỀN TAY
NHẬN NGAY ƯU ĐÃI tiền la g ,
ko g
A pp bảo tr
ko
iậ t
ì

yển
tiền la g ,
ko g
A pp bảo tr
ko
iậ t
ì

h uyển g Chu hón

g
C hón nh c
ha nh c nha
n

Creating contents with a joyful & friendly vibe.

OFFLINE EVENTS Location: Universities
 PHASE 3: CONVERSION (3 months)

Convert potential customers into actual users of Cake by encouraging them to download the app
Objective
and start using its services.

Tactics Influencer Marketing SMS/Email Marketing POSM

Key hook "Chi đúng cake"

Collaborate with potential Utilize targeted SMS/Email marketing

influencers to promote campaigns to reach potential Display digital/physical POSM
Cake, share personal customers directly, offering exclusive at self check out station in
Activities experiences, and provide promotions, rewards, or limited-time supermarket, milktea stores
discount codes or referral offers to incentivize app downloads or any location where young
links to encourage their and usage. people usually come by
followers to sign up.
TOP CONTENT ANGLE TRIGGER USER'S DISCUSSION
Trendsetter/
Finance Expert Free-spirited Lifestyler GenZ Entertainers

Trend catchers/challenges
Educational content Create new trends via
(point out problem => solution) dance/music/transformation Daily vlog/Hot topic/review/
Giveaway/ Deep dive consulting

Duy Luân Dễ Thương An trương - Vietcetera Hải Triều Duy Thẩm Thủng Long Family Tun Phạm Khánh Vy Ngan

Create new trends via

music, dance

Minh xin chào Mukkbang tài chính Tròn Mama Khiêm slays Đức Anh Nguyễn TruyD Châu Bí Ngô FapTV
PHASE 3: CONVERSION

THANH
TOÁN NGAY

Get your card!

Email markerting POSM

5 KPI & BUDGET
 PHASE 1: AWARENESS

Tools Amount KPI Budget

5 physical billboards
OOH Reach: 10M 350M
50 digital LCDs

Influencer Marketing
through famous 7 post Reach: 300K 25M
fanpages
 PHASE 2: CONSIDERATION

Tools Amount KPI Budget

Facebook Ads 3 months 5000 reach/post 30M

Instagram Ads 3 months 5000 reach/post 25M

TikTok Ads 3 months 5000 reach/post 28M

Reach: 10.000
Offline Event 5 events 25M
Conversion: 1000
 PHASE 3: CONVERSION (3 months)

Tools Amount KPI Budget

View: 16M views

Influencer Marketing 16 KOLs Likes: 2M likes 300M
Interaction: 20.000

POSM 500 places Reach: 300K 25M

Reach: 50.000
SMS Marketing 50.000 messages 5M
Conversion: 5000

Reach: 10.000
Email marketing 10.000 messages 1M
Conversion: 1000

Total 814.000.000VNĐ
Thank you
for
listening!