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GRAND TEST 05.04.2014
LE VU PHUC
BRAND/CAMPAIGN BACKGROUND & OBJECTIVES, PR ROLES
SEGMENTATION
TARGET AUDIENCES/CORE INSIGHT
STRATEGY
CONCEPT
6Ps
LAUNCHING PLAN
• Ready to drink tea is a large market with total revenue around 11,000 billions VND base on 2 main RTB: good for health and remove thirsty
• Many strong competitors already gain majority of the market
• A local company want to enter the ready to drink tea market
MARKET REVIEW & BUSINESS BACKGROUND
BUSINESS AMBITION
• In 3 years:• Gain 10% market share of the ready to drink tea• 70% awareness among target audiences
SEGMENTATION
Active, kinerthetic Care for long-term healthDelicious Taste Others
CURRENT CONSUMING CUSTOMERS
Young, active people, spend most of their time out in the street so they have high need in ready to drink products:
1. Remove thirsty2. Good for health
CONSUMER INSIGHT FINDING
• Their highly priority in ready to drink product is to remove thirsty quickly, and more they want to feel “high” (gaz product)
• Second is it’s delicious & familiar taste to Vnmese consumers.
• Good for health is the main driver for consumer to consume more and more without feely guilty to themselves.
Analysing
What they say
Ready to drink tea is good for health in long term Working all day outside is extremely hard and tired, consuming a ready to drink product is an comfortable feeling as an award for my efforts * the higher the feeling, the bigger the prize *, even more, I need to keep on working, so my body need to be revised immediately to work effectively beside the long term benefits that tea offers
TARGET CONSUMER
CORE INSIGHT
I need a ready to drink tea that not just good for health in long term but also add natural supplements for my body immediately, not just remove thirsty but also feel “high” as an award for a hard and heavy hot day.
TRUTHS
• Delicious and familiar taste to consumers
• Good for health awareness in consumer’s mind
CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH
• Remove thirsty quickly and feel “high” is the main driver for consuming ready to drink product
• Additional bubbling green tea crystals make you feel “high” in the thirsty
• Even better for heath that add in natural supplements immediately help you can keep on your activities all day.
CONCEPT
Ready to drink product with bubbling tea
&natural supplement crystals
Remove thirty immediately with “high”
feeling and good for your health
- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise
Ready to drink tea product with bubbling tea and
natural supplements
good for health in both long and
short term
Provide whatNEED
ToWHOM
Differentiateby • Bubbling
crystals that help body easier to
install and effect
immediately• Additional
natural supplements
Reason to believe
BRAND POSITIONING STATEMENT
Thirsty removing
high feeling with
immediately good for
health effects
• Feeling High• Healthy
- Bubbling crystals that help body easier to install and effect
immediately- Additional natural
supplements
Functional: Great taste with High feeling and good for health Emotional: An award for efforts and keep on activities
Ready to drink tea product with bubbling tea and natural supplements good for health in
both long and short term
I need a ready to drink tea that not just good for health in long term but also add natural supplements for my body immediately, not just remove thirsty but also feel “high” as an award for a hard and heavy hot day.
ToughMany competitor: Không Độ, C2,
Real-leaf, Tea Plus, Lipton Pure Green.
- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise
Consumers perceive
BRAND KEY
COMMUNICATION BIG IDEA
REVISE IMMEDIATELY YOUR GREEN ENERGY
Inspire consumer about the benefits of revising the green energy need for their all day activities without harming their body – the only house which surely they will live in for their entire life
ACTIVATION PLATFORM
REVISE THE GREEN ENERGY
Protecting the green environment, decorate their work place with trees to supply green energy through working days, marathon for evironment,…
6Ps - Positioning
Remove thirty immediately with “high”
feeling and good for your health
- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise
Ready to drink tea product with bubbling tea and
natural supplements
good for health in both long and
short term
Provide whatNEED
ToWHOM
Differentiateby • Bubbling
crystals that help body easier to
install and effect
immediately• Additional
natural supplements
Reason to believe
6Ps - Product
350 mil portfolio:Small bottle so that the consumer can drink bottomUp at once to enjoy the extremely high feeling and Full energy
6Ps - Price
Low price strategy to firstly enter in this tough market
6Ps - Place
Low price strategy to firstly enter in this tough market: 6,000 VND
6Ps - Packaging
Green Power concept
LAUNCHING PLAN
Who – Youngsters aged 22 – 27 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone
Communication touch pointWe choose mobile as our campaign touch point. Supported by SEO and social media.
LAUNCHING PLAN
CONCEPT Push your green energy to peak
Phase Awareness Engagement Amplification
Key messageGreen energy is best for your health and performance both in long and short term
Experience the effects of green energy
Spread the power of green energy
Key hook
Discover QR code around city and scan to register in the green energy supplement spots (only appear in the hot and work time)
Green energy supplement spots around city that will deliver free drinks to random customer nearby by sending mess via location service
Your full green energy style photo contest on social media
ChannelsMobile ads, TV show, SEO, Facebook sponsored link, Radio, Editorial, PR
Sampling, Mobile ads, Mobile apps, Facebook apps, Microsite, SEO
Event, Mobile ads, Facebook apps, Advertorial, SEO
Consumer need Brand Role
A immediately green energy supplements
A platform to supply green energy that push feeling to peak
Phase 1
QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later
How much a green energy supplement will good for your health both in long and short time! Read below
QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later. QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later
Phase 2
Every customer that have register via scan before will receive a message with code to trade for a free drink at a nearest green energy supplement via location service
Phase 3
A photo contest for customer to win a trip to travel to amazon forest and join in activities to protect the green environment with celebrities