GRAND PRESENTATION 2.0 YOUNG PILOT

Competition Analysis

The Triangle

AGENDA

Brand Idea

Brand Communication

Idea and Activation Platform

Brand Launching

Plan

Coffee market is segmented to 2 key sub categories:

INSTANT COFFEE and ROASTED COFFEE

INSTANT coffee is a TOUGH market

for new players with 95% market shares

belong to 3 key players Trung Nguyên, Vinacafe & Nescafe

However, in ROASTED coffee market, UN-BRANDED local players dominated

80%.

Roasted coffee market is potential for big players to join in

INSTANT coffee has seen dramatically

over 22% growth per year

ROASTED coffee has seen about

12% growth per year

for a NEW BRANDED player

INSTANT COFFEE will be THE BEST FIRST STEP for us

to PENETRATE the coffee market.

Competition Analysis

3 KEY BIG PLAYERS IN INSTANT COFFEEMARKET

G7 (TRUNG NGUYEN) VINACAFE NESCAFE

MARKET SHARES 28% 32% 35%

KEY PRODUCT G7 3 in 1 Vinacafe 3 in 1 Nescafe 3 in 1 white coffee

TARGET CONSUMER Aged from 18-40 urban cities, office-

working, for their @ office & home

consumption

Key segment: 18-29

Incline to male youngster

Aged from 18-40 urban cities, office-working, for

their @ office & home consumption

Incline to middle-aged

Aged from 18-40 urban cities, office-working, for

their @ office & home consumption

Key segment: 16-24

incline to female youngster

BRAND TRUTH Vietnamese coffee brand with far

richer and fuller flavor, with

authentic coffee aroma

The Vietnamese oldest coffee brand since 1968, the

heritage coffee.

International brand with modern production

technology and authentic coffee

BRAND ESSENCE The world of creative aspiration

Inherit authentic coffee Bring the rich cup of coffee to share happiness

POSITIONING The REAL STRONG coffee for urban

youngster who have real gout (taste)

and want to prove their esteem.

The real AUTHENTIC coffee for male and female

mostly in big cities, BCD, mature, nostalgic

The FRIENDLY TASTY coffee for male and female

aged 16-24 mostly in big cities, ABC, young,

energetic, sociable

BREAKTHROUGH The launch of Wake-Up helped somehow to refresh

the brand with position “coffee for the morning”

The launch of Cafe Viet in 2008 helped to lift it up

No 1 position

G7 (TRUNG NGUYEN) VINACAFE NESCAFE

STRENGTHS o strong supply, thus have cost- favoribility.

o Taste: different taste (strong in favor, the scent) in

comparison with other brands

o The “national” spirit: the Vietnamese coffee for the

Vietnamese people

o great promotion & communication

o impressive packaging

o Strong financial potential

o strong heritage

o strong distribution network

o Strong financial potential

o mostly focus on instant coffee with

considerable investment on R&D

o strong distribution network

o modern packaging

o professional communication

o Strong financial potential

WEAKNESSES o not strong distribution network compare to Vinacafe &

Nescafe

o Packaging: not very aesthetic, contrary: use foreign

models to advertise Vietnamese coffee for Vietnamese

people

o Promotion: too much “national spirit”, which are quite

“heavy” for customers, especially the young generation

o not effective communication,

especially "real coffee from 100%

coffee beans" TVC quite offends

audience.

o boring packaging

o great distribution but fail to create

an emotional connection with

people

o foreign brand

o great selling but less emotional

connection with audience

THE OTHERS PLAYERS IN INSTANT COFFEE MARKET

PASSIONA MAC COFFEE ROCK CAFÉ HIGHLAND COFFEE

MARKET SHARES 4,5%

POSITIONING Coffee of PASSION for passionate WOMEN

which offers concentration and confidence

in their own beauty life.

CONCENTRATION coffee for who

dare to challenge

FINEST coffee beans, individual

system solution, perfect system

service

Promise to serve the BEST

QUALITY COFFEE for

Vietnamese users

STRENGTHS o9 year investment on R&D

oNice communication message for women

oElegant packaging

oFocus on distribution network

oOnce Be well identified by

Eagle image

oFocus on distribution network

oSuitable taste for Vietnamese

oFocus on distribution network

oWell supported by Highland

coffee chain

oFocus on distribution network

WEAKNESSES oCommon light taste

oWeak communication

o Inconsistent communication message

oWeak brand message

oWeak communication

o Not strong and different

communication message from

competitors

o Weak communication

oDo not have a clear

communication message to

differentiate from competitors

oWeak communication

CONCLUSION

Products are roughly equal in quality in instant coffee market, the BIG PLAYERS are the ones who have DIFFERENT brand message and more invest on COMMUNICATION.

The already owned essence: STRONG, GOOD TASTE and AUTHENTIC

To penetrate the instant coffee market we need to figure out an innovative essence different from those STRONG, GOOD TASTE and AUTHENTIC.

Category Truth

INSTANT COFFEE is mostly recognized as a FRIENDLY, DAILY AND COMMUNICATION LEADING drink

Not as creative, inspiring, classy, masculine… as general assumption of COFFEE

Category Truth

Of INSTANT coffee, not just coffee

LIFESTYLE - COMMUNITY

Our short, simple research conducted on Facebook with only one question: “Why don’t you drink instant coffee?” has found one simple and mostly agreed

asnswer: “It’s as flat as water.”

Category Truth

The weakness of the

CATEGORY: flat taste

Rich flavor RTB: innovative proccessing method and secret ratio to enhance the richness – the innovation to stand out from

category’s weakness

Product truth

Men and women

Aged 20-29 – ABC - mostly in big cities

Drink coffee 3 times a week

Consumer Truth

Why target 20-29?

70% have not settled down with any instant

coffee brand

Account for 46.6% of Vietnam’s population

(gso.gov.vn) Struggling, hestitaing to express their care of

each others

Consumer Truth

Desk Research

FTA research on life style and purchasing and behaviour of Vienamese youngsters aged 30-35

They appreciate the time they

can spend with their beloved

Loneliness has become the problem

of the age

But don’t concern much the way to

express their love, their care

It’s the space for a brand to step in, giving them a way to express their care,

remind them of the magic of care

Insight: I want a mean to express my care

Concept: The representative of care

Consumer Truth Innitial

Insight - concept

Consumer Truth

Insight - concept test

Method: IDI - Type: Insight - Concept test

Objective

Action Standard

+ Sharpen insight. + Area to improve current concepts.

Concept is to deliver these on target users: + Message take-out at spontaneous level + Budget intend at spontaenous level + Insight relevancy, concept credibility and uniqueness

Taget

+ Men & Women 20-29. Class ABC. + The one who

decide to buy & drink

instant coffee. + Open with instant drink.

+ U&A about coffee - Usage habit? - Need for coffee in general life? - Perception toward Instant coffee? (Is that meet their need? Why? Why not?) - Any instant drink product that expect to have? - Coffee barrier?

+ Area to improve current concept - Does our Insight relevant with consumers? - What is the key driver of the concept that make they buy our product? - Is our product Appealing? What do they expect when hearing about concept? - What’s the Differentiation that they like about our product? - Does our Benefit Offer meet consumers’ expectation?

Detailed key findings

Consumer Truth Insight

Why they say A cup of coffee can represent people’s care of each other

Why they do A little care in this busy

lonely life can be heartwarming and

treasury

“It would be great with a cup of coffee made by mom every

morning.”

“Whenever receiving a cup of coffee made by co-worker, I

feel really happy.”

What they say It would be great if

someone makes me a cup of coffee

everyday

“I appreciate every little things my

friends made for me.”

BUT simple things like a cup of instant coffee tends to get too flat

to represent the care. I wish there was a type of instant coffee that

is rich enough to express the taste of my care.

I am in need of a simple mean to

express and remind me of the care in this

busy lonely life

Brand Truth

Category truth

Consumer truth

Authentic coffee that has Rich flavor

LIFESTYLE - COMMUNITY I wish for a rich taste to represent my care

The triangle

“I am in need of a simple mean to

express and remind me of the care in

this busy lonely life, BUT simple

things like a cup of instant coffee tends to get too flat to represent the care. I wish there was a type of instant coffee

that is rich enough to express the taste of my

care.

BRAND’S CONSUMER INSIGHT

Brand Idea Brand essence

ENRICH the taste of CARE

It gets so awkward to express how you care about other people

Care is an abstract expression that needs actions to be

understood

Let our little cup of coffee be that action Let our coffee enrich your care so that it can be tasted

Let’s together remind this cold busy world of the story of care

Provide what

need To whom Different by Reason to

believe

Provide real coffee with

RICH FLAVOR

Heavy coffee drinkers aged

20-29,

located in big cities, ABC,

want to find away to

express the care

Being the first instant coffee

brand to own the

platform of care with

strong flavor to support

The

authentic source of

coffee and technology

that can enhance the richness of

coffee

Brand Idea Brand positioning

ENRICH the

TASTE OF CARE

Real coffee with long rich taste

Fierce from strong global and local brands

Direct: G7, Nescafe, Vinacafe

Indirect: Phuc Long, Passio

- ABC - 20-29 YO Behavior & attitude: drink coffee want to Express their care with coffee

I wish for a rich taste to represent

my care

Functional: RICH flavor thanks to special processing method and proportion Emotional: help you express your care with the equal richness

Caring Sweet

Warm, rich

Being the first instant coffee brand to own the platform of care with strong flavor to support

The authentic source of coffee and technology that

can enrich the taste

Brand Idea Brand Key

Brand Communication

idea

The cup of care The visualized, heartwarming message

Reminding to sincerely condense the caring into one single, simple, endearing cup of good coffee Connecting hearts and hearts

Brand Activation Platform

The caring experience

Brand Launching Plan

Objective Raise awareness of the Brand - Drive trial, purchase

Key target Office workers

Typical sufferers of the problem we’re tackling

Big instant coffee consuming community

Big Idea Master concept

I you

Make your care “taste-able” with our coffee

Not I care about you

But I COFFEE you!

Attaching the word coffee with a special expression of care, owning this unique platform

Partners As a new comer, key endorser and media parter is crucial to

gain awareness

Why Thanh Bùi? Appropriate celebrity to

attract officers Caring, open, friendly,

endearing image

Why 2 Đẹp? Femail Officers’ lover

(the “caring” subject is more attractive towards female)

Strong platform (relation with 2! Sinh viên, YanTV)

Caring for co-worker makes the office such a comforting experience, but it’s just awkward for officers to express the care

Express the care in a RICH, endearing way

Insight Brand Role

Let’s use our RICH coffee to express your care

I COFFEE you

Message

Concept

Imagine using coffee cup to express your care

Experience expressing the care with our coffee

Celebrate the RICH effect of endearing care

Key Message

I COFFEE you MV The Sampling tour “I Coffee you” The 2Dep! care issue Key Hook

TVC Viral MV

2Đẹp featured storyboard Advertorials, SEO, Facebook ad

Corporate PR

Application Advertorials, SEO, facebook ads

Corporate PR

The 2Dep! care issue Advertorials, SEO, facebook ads

Corporate PR

Key Channels

Consumer Journey

Awareness Engagement Advocacy

A colleague smiles & wishes him a happy day, before he wishes her back, she walks

away.

A man wakes up. Everyone hugs a friend to say goodbye but he just

awkwardly stands outside.

His wife helps husband with necktie & he wants to say

“Thanks Honey” but he just nod & walk away.

I U

VIRAL MV story board

Product demo : coffee beans, flavor scent of the coffee rich as the man's caring.

He gives the coffee to the colleague & they smiles

“I you” turn into “I coffee you”

He gives the coffee to the friend & that friend comes to hug him.

He give the coffee to his wife & she says “thanks

Honey”

Facebook application Office care MT sampling

Send your story of hoping to express the care to someone at your office -

fill in the sentence “I COFFEE …” with the name of your office to win a

chance to have your office treated with a coffee break and a “I coffee

you” T’shirt

Deliver the treat of Office coffee surprisingly to the office. People at the office will hold their cups and

shout out “I coffee you” – take picture. Give the office a box of our

coffee as long term promise

Fill in the form of “I COFFEE …” with the name of your beloved to get a

chance to win a “I coffee you T’shirt” and have your cup of care delivered

to that person with our gift box

Office building

Working shift:

Morning: 7:00-9:00

Noon: 11:30-14:00

Late afternoon: 16:30-18:00

Key element:

1. Dry Sampling package

2. Wet sampling cup

3. Sampling uniform

4. Brochure

5. Caring coffee Home

6. In-store merchandising: shelf talker/wobblers

(only for supermarket)

Approach

- Quick introduction – give sample – deliver brochure

1- approach TA going around Caring coffee home

2- approach TA at Caring coffee Home

3- approach TA at their office via reception (only for office building)

MT – shopping mall MT – super market

Working shift

Fri – Sun: full day sampling

Morning: 9:00-15:30

Evening: 15:30-21:00

Working shift:

Mon – Fri: only evening sampling 15:30 – 21:00

Sat – Sun: full day sampling

Morning: 9:00-15:30

Evening: 15:30-21:00

CHANNEL SAMPLING

OFFICE channel (Office buiding, magazine)

• Build brand image

• Drive trial

MT channel (Mall, supermarket)

• Build brand image

• Drive trial

• Drive sales

• HN, HCM,

• Dry, wet

• HN, HCM,

• Dry , wet

The “I COFFEE YOU” issue

Recap office and MT “I COFFEE you” tour Sharing the role of

coffee in connecting

Feature stories of Care that was helped to express with our coffee

1. TVC: Our target in HCMC is Males 29-35,

TVC aired during 3 weeks:

- 89% 1+ reach.

- 60% effective reach at 3+.

Total cost: 13 bil.

2. Sampling: The effectiveness based on:

- Reach: 90% people at booths.

- Purchase: 70% purchase product

after trying.

- Quota 500,000 samples.

- Trustworthy high, 80% believe in

RTB.

Total cost: 2 bil.

3. Digital: - 96% 1+ reach.

- 60% effective reach at 3+.

Total cost: 2 bil.

4. Cost for POSM, PR: 10 bil.