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Vietnam is the home of tea. Vietnam has been a traditional tea-drinking
country, with many people drinking tea regularly and the best ranked resources. Yet the advantages of Vietnamese tea is
not properly exploited. RTD tea is expected to grow with constant off-
trade value CAGR of 9% over the forecast period. RTD tea will remain the most sought-after type of soft drinks for its health benefits, benefiting from the rising health and wellness trend in the
country. More consumers will be attracted to naturally healthy thirst-
quenching options like RTD tea, instead of other choices like carbonates.
Vietnamese tea overview
Inspiring, promising line of product …
RTD tea remained the most consumed type of soft drinks in
Vietnam. RTD tea attracts consumers for its naturally
healthy image. Thus, RTD tea provides a convenient, cooling and thirst-quenching format that most people can enjoy,
which is more suitable for the hot weather compared to hot
tea. Many RTD tea players also focus on its health benefits in
their advertisement and promotion campaigns,
continuously putting RTD tea on top of consumer choices for
a soft drink.
NGK market – Tea segment overview
Tan Hiep Phat Group remained the leading player in RTD tea with 41% off-trade value share. The company has a few highly successful brands, such as Zero Degree Green Tea and
Dr Thanh. Tan Hiep Phat was one of the first to launch RTD green tea
and RTD herbal tea in Vietnam, both accompanied by very strong marketing and advertising
campaigns to raise awareness of the brands and their health benefits. As such, it gained share quickly during
the review period. In fact, the booming growth of RTD tea during that period was attributed partially
to Tan Hiep Phat’s efforts.
…with FIERCE competition
Market growth
Market share
TARGET customer Male and female (mostly female) aged 27-35, ABC, mostly in big cities
Appreciate culture and deep perception
SEGMEN-TATION
First experiementer
First soldier Real soldier Social Climber
OUTLOOK Attraction
Fear/weakness
Being out-of-date
EXPLORATION Try and error
Fear/weakness Being narrow
minded
PERFORMANCE Progressive
Fear/weakness
Being left-behind
BALANCE Successful
Fear/weakness
Being unbalanced
18-22 22-25 26-29 30-35
Their interests shifted towards family Most of their time is spent on WORK, FAMILY, their own at the lowest
Their objectives starts with WE not I Less time is spent on personal care, but they appreciate valued premium
products
They get swallowed by the social race, withour realizing they are losing balance – their deepest fear –
between WE and I. Their own selves are not treasured enough anymore, yet at this stage of life, they deserve indulgence and calm.
CONSUMER truth
I get carried away by my ambition that I tend to lose my balance. BUT I got used to the speed and can not slow down. I wish there was a mean to
calm me down to treasure myself.
Instictive benetifit of white tea to create mental stability PRODUCT
Truth
Only white tea has the biggest amount of catechin, the atioxidant
that create mental stability, reducing cholesterol, anti-aging.
CONSUMER truth
PRODUCT Truth
CATEGORY truth
I wish there was a mean to calm me down to treasure myself.
Instictive benetifit of white tea to create mental stability
Natural Stabilizer
Treasure you with stability
BRAND IDEA
Packaging
Product
Price
Proposition
Place
People
Dominant color is light green and white. Premium
with 2 lines: glass and plastic
Bottled White tea with falavoured
variants
High, premium
Mental stabilizer that treasure your mind and body
Showroom, supermarket,
minimart, instore
Calm, friendly, progressive
staff
TREASURE tea
BRAND Positioning statement
Provide what need
To whom Different by Reason to
Believe
Calmness to treasure oneself
Male and female (mostly
female) aged 27-35, ABC,
mostly in big cities
Being the first bottled white tea on the market,
attacking the self-
indulgence need
Oringinal white tea
with instictive effect of mental
stabilizer
CAMPAIGN Background
TREASURE is a newcomer in bottled tea market with a unique selling proposition and product.
(white tea with oringinal taste) Current market it overwhelmed by many brands
that mostly focus on young people.
Campaign Objective
Business objective Introduce TREASURE to the market,
Drive trial and purchase
Communication objective Deliver TREASURE’s unique product and the inspiring proposition
TARGET audience Male and female (mostly female) aged 27-35, ABC, mostly in big cities
Unbalancing life, not caring for themselves enough
insight
Communication Big idea
I consider sacrificing my self indulgence to take care
of my work and family an obvious responsibility. Yet I feel
self-pity and appreciate people who care for me.
I consider sacrificing my
self indulgence to take care of my work and
family an obvious
responsibility. Yet I feel self-
pity and appreciate
people who care for me.
TREASURE you with balance, for
you to love yourself
Trigger women’s awareness of their
sacrifice by a social debate of
women’s responsibility
Let them experience being taken care of by TREASURE and their inspiring
effect
Celebrate the amazing effect of
TREASURE by WOMEN
TREASURE concert
Insight Storyline
Brand Role
Stragegic approach
Trigger women’s self-pity Let them experience being taken care of by TREASURE
Amplify the meaningful accomplishment of TREASURE
Women has sacrificed too much for work and family, it’s time for them to be treasured
Let’s calm down and treasure yourself with TREASURE
Let’s celebrate the meaningful effect of TREASURE
Social debate WHITE BREAK SAMPLING TOUR WHITE TREASURE CONCERT
Objective
Key message
Key hook
Advertorials, editorials Viral clip
Social stunt Press conference
Sampling tour Influencer sharing
Advertorial, Editorials TVC
SEO, SEM
Event Promotion
Influencer sharing Advertorial, Editorials
SEO, SEM
Social tactics
Get to know Engage Get to love
A letter of an anonymous girl
feeling pity being a woman - addressing women
in her house as obvious maids. Stating universal facts
that women don’t have enough time to take care of
themselves.
Influencers to jump in share their own experience being a
woman in demanding modern
life. A woman can’t help but fight for her ambition and lose time to take care
of herself.
Stunt Peak
Storyline
TREASURE jumps in through a press conference
introducing our product and sampling tour that is about to
give women a break with its unique functionality, and spend time to treasure
herself
Solve
Modern life has rewarded us with more opportunities, yet challenge us to balance
between our ambition and the instinctive vulnerability of women.
They say we are born to be loved, but we work 9 to 5 as much as any man, and still have to clean the house, to cook… We can feel our skin getting dry, our face getting
more and more creases
I pity myself being a woman.
Social stunt with pitiful letter
They say I am blessed being a tycoon’s wife. Yet I have to sacrifice my time
proving that I deserve that blessing. I gradually skip
my exercises, my spa days, my going out with friends. I do feel a bit of pity as the
letter stated.
I get tired trying to be a perfect wife. I want to dance, to live my days as youthful as
they was. I wish to be taken care of.
Being a strong woman has taken away from me the
right to be vulnerable, to be taken care of…
Influencers sharing
Press Conference
Venue: Ly’s club/ White Palace / It happens to be a closet / Anamandara Dalat Participants: Treasure representatives, Linh Nga, Ngo Thanh Van, Tang Thanh Ha, media Concept: tea party for women to treasure themselves Content: product introducing, sampling tour launching, concert introducing
Storyline
A rich banner on media channels. Interactions are rewarded with indulgence
Wet sampling at supermarkets, malls, offices and minimarts in
special white tea party booth
Influencers’ sharing about good taste and meaningful proposition.
Digital sampling
Traditional sampling Virality
Corporate PR: white tea story, special processing technology to preserve
Our booth is a tea party where women calm down, enjoy good white tea
and indulge themselves
Sampling booth
Social seeding
I’ve just had good
white tea at
WHITE BREAK
Just had white tea,
feel so calm
I feel loved sharing
with women friends
at WHITE booth
Storyline
Promotion runs as the campaign begins to give ticket
to the special WHITE CONCERT to celebrate the
indulgence of women. Teasing about the event as the
sampling tour goes
Special concert celebrating women’ s self indulgence with special performance of female
celebrities
Amplify the amazing concert dedicated for women.
Pre In Post
• Amazing performances of our
ambassadors
• Special white tea party
• Spa experts sharing white tea
tips
A day for women to feel loved
Event highlights
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