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AGENDA
1Project BackgroundAbout the company and
Competitors
2Background Information
Category truth, Brand truth and Consumer truth
3
Brand IdeaBrand positioning and Brandkey model 4
DevelopmentBrand Communication Big Idea and Brand Activation Platform
5
Brand Launching PlanLauching product in Ho Chi Minh and Ha No
About the company
STRONG
TARGET
OBJECTIVE
COMPETITOR
Financial capabilityNetwork of distributionSource of high-quality coffee in Central Highlands of Vietnam Technology Local experienced people of coffee making
Heavy instant coffee users, aged from 20 to 35, in urban cities, office-working, for their at office & home consumption
To become the top 3 instant coffee brands in Vietnam within 3 years from the first launch in the second quarter of 2014
Nescafe 35%
Vinacafe 32%
G7 28%
About the competitors
Brand Nescafe Cafe Viet Vinacafe Wake-Up G7
TARGET CUSTOMER
- Male & female, ABC- Age 20-35 (bulleye 23-
25)- Live in urban zones, mostly do paper work in offices
- Male, A- B C- Age 25-45 (bulleye: 25-27)- Live in urban, do the “blue-collar” jobs and highly appreciate the masculinity
- Male & Female, ABC- Age: 25-40 (Bulleye: 30-32)- Experienced in mind, have the knowledge about coffee
- Male & Female, A- B C- Age: 25-35 (bulleye: 27-29)- Live in the South and Middle area
- Male & Female, AB- Age: 25-45 (bulleye:28-35)- Work at office (desk job), need inspiration in the middle of the day or late night
NEEDA coffee as a motivation to start working
A coffee with strong taste, which they consider as the symbol of masculinity
A coffee with the purely natural taste of coffee for enjoyment
A coffee for the morning, with a strong impact, helped everyone to start a new day energetically
Awake and leverage mental power, full power and taste of coffee but with convenience
REASON TO BELIEVE
- Backed by Nestle- Made from 100% authentic Vietnamese coffee
- Strong recipe by experts from all around the world who have researched and understood deeply about Vietnamese coffee culture
- Heritage brand- Authentic taste from the pure coffee
- Backed by Vinacafe- Good smell for the wake-up impact
- The coffee beans from the most famous coffee zones- The Orient recipe and modern technology- Win blind test in taste
UNIQUENESS-Claim the phrase “Creativity” first - Very strong taste
- The purely natural taste (coffee that 100% made from coffee) and strong brand heritage
- Only for the morning moment- Aimed at rural area
- The story of coffee capital and Vietnam’s pride & dream - The origins from the capital of coffee
About the competitors
Brand Nescafe & Café Viet Vinacafe & Wake-up G7
PACKAGINGThe products are all in pack, diversified in taste (black coffee, 3 in 1). Packaging utilizes the color: black, red or gold. The amount is nearly the same.
PRICING The pricing strategy is the same, except “Wake-up” has cheaper price and G7 has some premium hi-class lines.
PLACE, BRAND ACTIVATION PLATFORM & PROMOTION
Nescafe has joined the story of “Office Conversation” to talk with office workersRecently, it switched to “Ca phe Viet” – true understanding of the farmers of Vietnam Not clear platform but spend much effort for communications.
Wake-up coffee has communicated to audience through mass media and take advantages of distribution channel The platform is not well established yet since it is new but the activities have been done much.Vinacafe has clear platform of true coffee and traditional value heritage but not spend much on communication.
Utilize the story of Dang Le Nguyen Vu and his statements, the story of Vietnam’s pride to build parents brand (Trung Nguyen); utilize the chain shop for extending distribution.The platform is Creativity and the activities are all around making Vietnamese become more creative.
Strengthen the Business Creativity and Thoughts
Inspire the masculinityProvide the Vietnam’s authentic heritage coffee
Immediately wake up impact for new day with good taste
Inspire the creativity for every working moment
About the competitors
Low price High price
NESCAFEMainstream brandInternational brandReasonable price
VINACAFEVietnamese brand
High qualityReasonable price
G7International brandCreativityYoung spirit
Lots of adsVaried portfolioHigh qualityFamous brand
• Market is huge and greatly potential. The top 3 are dominating the market and owning 3 different stories of coffee: creativity, masculinity, heritage.
Create a new story to be different• The coffee is now easily attached to masculinity image
Something neutral may work for both genders is a good choice.• All three are now having tendency to back to the basic and
claiming the strength of having Vietnamese coffee heritage
we can choose to be young or urban lifestyle to be distinctive.
KEY LEARNING POINT
Background Information
INSTANT
FOCUS
ENERGY
INSPIRATION
AWAKE
ENJOYMENT
STIMULATION
THINKING
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
Background Information
INSTANT
FOCUS
ENERGY
INSPIRATION
AWAKE
ENJOYMENT
STIMULATIONTHINKING
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
Background Information
72% consumer drink coffee because of its smell
69.2% consumer drink coffee in the morning
60% population of VN is the target customer
Target customer: - Male and Female, ABC, 20-27 (Bull-eyes: 23-25)- Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially in the morning
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
Background Information
What they do? ---- It takes them at least 5 to 10 minutes to be real awaken after 1st wake-up. They always say "Just 5 minutes more..." and be awake hours later.
Why they do? --- Because sleeping thing is the most addictive one in the world, they feel so pleasant, so comfortable with it and they frustrate with waking up without any motives, anything for me to be eager for.
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
Insight: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up
phobia which makes me feel extremely annoyed”
Background Information
INNOVATIVE PACKAGE INNOVATIVE PRODUCT
Long-stick package for consumer to make a pop-up open – an explosion to release coffee aroma.
INNOVATIVE PROPOSITION
Coffee powder will be put under high pressure with the air inside the package. Thus, it will lead to a burst of aroma into space when open.
The best potential Brand that turn your daily morning phobia into enjoyment. That’s because of the explosion feeling in experience the product.
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
To put it all together
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
INSTANT ENJOYMENT
Please turn my wake-up phobia into excitement
The uniqueness of enjoying the aroma
A coffee brand that promises to remove your wake-up phobia by offering you not only a great aroma but also a unique way to enjoy it.
CONSUMER BRAND INSIGHT: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up phobia which makes me feel
extremely annoyed. I want a kind of coffee - the first thing I do in the morning to help me turn this phobia into enjoyment,
especially with its pleasant aroma."
To put it all together
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
AWAKE Please turn my wake-up phobia into excitement
The uniqueness of enjoying the aroma
A coffee brand that promises to remove your wake-up phobia by offering you not only a great aroma but also a unique way to enjoy it.
Brand Positioning Statement
TO
OUR COFFEE
REASON TO BELIEVE
- Male and Female, ABC, 20-27 (Bull-eyes: 23-25)- Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially in the morning
- Strong technology to increase the coffee aroma- Innovation of packaging
THAT GIVE An instant excitement that help you awake and unleash the wake-up phobia
Has an amazing aroma and the interesting way of opening the pack
Brand Positioning Statement
TO
OUR COFFEE
REASON TO BELIEVE
- Male and Female, ABC, 20-27 (Bull-eyes: 23-25)- Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they
don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially
in the morning
- Strong technology to increase the coffee aroma- Innovation of packaging
THAT GIVE An instant excitement that help you awake and unleash the wake-up phobia
Has an amazing aroma and the interesting way of opening the pack
Positioning Template
Core insight
“Every morning, I don’t like the wake-up moment at all. It is such almost a phobia but I must accept
it. I need something to reduce that”
Values
The best
Solution
For
The morning waking-up
phobia
EssenceGive you instant
excitement to
unleash
the wake-up
phobia- Explosively
impact aroma
- Innovation of
packaging
Brand Truth
Brand promise
PersonalityBenefits
Target Consumer Market definition
Instant coffee marketCompete with G7, Vinacafe, Nescafe
-Male and Female, ABC- 20-27 YO (bull eye: 23-25)- Lives in urban zones, work in office or study in university.
Functional:Delivery the Instant waking-up
and energy for new dayEmotional:
Turn fear into enjoyment
EnthusiasmEagerness
Explosive Young
the best Brand
that turn your daily morning phobia into
enjoyment because of the explosion feeling.
Brandkey Model
Give instant excitement to
unleash the wake-up phobia
-Enthusiasm-Eagerness
-Explosive -Young
Technology to increase the coffee aroma
-Innovation of packaging
Functional:Delivery the Instant awake and energy for new day Emotional: Turn fear into enjoyment
- Create enjoyment
by the way of opening
the pack and the explosion of aroma-
Waking-up moment is a daily phobia to me, I need something to turn this
fear into enjoyment.
Fierce from strong brands:
-Nestcafe(Nestcafe and Cafeviệt),
-Trung Nguyên (G7), -Vinacafe(Vinacafe
and Wake-up)
- Male and Female, ABC- 20-27 YO (bull eye: 23-25)- Lives in urban zones, work in office or study in university - Not take responsibility of their life, so they are still apathetic
Consumers perceive
Brandkey Model -Enthusiasm-Eagerness
-Explosive -Young
Technology to increase the coffee aroma
-Innovation of packaging
Functional:Delivery the Instant awake and energy for new day Emotional: Turn fear into enjoyment
- Create enjoyment
by the way of opening
the pack and the explosion of aroma-
Waking-up moment is a daily phobia to me, I need something to turn this
fear into enjoyment.
Fierce from strong brands:
-Nestcafe(Nestcafe and Cafeviệt),
-Trung Nguyên (G7), -Vinacafe(Vinacafe
and Wake-up)
- Male and Female, ABC- 20-27 YO (bull eye: 23-25)- Lives in urban zones, work in office or study in university - Not take responsibility of their life, so they are still apathetic
Consumers perceive
Give instant excitement to unleash the
wake-up phobia
Development
Communication Big Idea: Explode the morning excitement
Activation Platform: the explosion of aroma
TAGLINE: Ngày mới thêm sung, bùng lên sức sống
Holistic Launching Plan CAMPAIGN FLOW
PRSocial seeding
KEY
MES
SAG
EKE
Y H
OO
K
Objective: dramatize the morning phobia>>> Key message: BI KICH BUOI BINH MINH
Viral clip: Bi kich buoi binh minhSocial seedingPR
Objective: brand appears to deal with that phobia – turn phobia into enjoyment>>> Key message: TAN HUONG HUONG SOM MAI
TVC: Ngay moi them sung, bung them sung suongLaunching event: No tung sung suongPR, social seedingIn-store
Objective: amplify Key message: TAN HUONG HUONG SOM MAI
AWAKEN AMPLIFYACT
Launching Plan – “Crash the Enjoyment” Event
PRE-EVENT ACTIVITIES
GIANT COFFEE BEAN ambiences with real coffee aroma exposed
Venue: Royal city in Hanoi & Vincom B in HCM
Timing: 4 weeks of April, 2014
Launching Plan – “Crash the Enjoyment” Event
PRE-EVENT ACTIVITIES
HCM - Vincom B Ambience Hanoi – Royal city Ambience
Venues in HCM & HN will be displayed giant coffee bean – mock ups with the best-sparkling coffee aroma. They are carefully covered that nobody can recognize the smell.
WHERE TO EXECUTE?
Launching Plan – “Crash the Enjoyment” Event
Exactly each 2 hours, the coffee bean will be opened and the place will be boomed by the irresistible coffee aroma.
Launching Plan – “Crash the Enjoyment” Event
PRE-EVENT ACTIVITIESSampling activities
Venue: 5 universities & 5 office buildings in each city.
Timing: 4 weeks of April, 2014
Activities roll-out
Invitation
Distinctive aroma: catching attention
Booth Setting & Branding
PGs Invitation
Experience
PGs invite guests to try the product
Smashing game
Amplification
Launching event invitations
Launching Plan – “Crash the Enjoyment” Event
Invitation
Distinctive aroma: catching attention
Booth Setting & Branding
PGs Invitation
A big mock-up of coffee bean with real strong aroma of coffee will arouse TA’s attraction towards boothBesides, samples with high quality cups given away will attract them to booth
Our brand logo appears in friendly and recognizable way on the Backdrop (detailed design is provided after)
PGs with smile always on their faces will gently invite guests to try sampling
Experience Amplification
Launching Plan – “Crash the Enjoyment” Event
PGs invite guests to try the product
With special sampling cup – Eco friendly high quality cup, coffee aroma & quality is kept by the finest care which guarantee the best coffee for consumers.
Sampling cup – Eco-friendly high-quality cup(give away for customers)Cup are decorated without any branding or logo
Smashing game
Consumer will hit a coffee pack-shaped bar to get free coffee packs.Winning music will turn on if they hit over … points.
Invitation Experience Amplification
Launching Plan – “Crash the Enjoyment” Event
Launching event invitationsWhen they drink up, the invitation at the bottom of the cup will appear.
CUP-BOTTOM NOTE“Join us to be a part of
Guinness record makers at
City opera house/ Royal
city at 5pm on 5/5/2014”
Invitation Experience Amplification
Launching Plan – “Crash the Enjoyment” Event
AGENDA7 am: we start to block the street to create a large vacant space (about 1000m2)7h30 am: - helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around.Helicopters are decorated with branding banners and logos- MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together with our TA.8 am: Release million of balloons from the skyEveryone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places8h30 am: MC thanks everyone for their participation and special gifts will be delivered at the exit
LAUNCHING EVENTVenue: City opera house (HCM) & Royal city (Hanoi)
Time: 8– 8h30 am on 5th, May 2014
Launching Plan – “Crash the Enjoyment” Event
7h30 am
Helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around.Helicopters are decorated with branding banners and logos
Launching Plan – “Crash the Enjoyment” Event
MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together with our TA.
Most balloons are released
Most balloons are broken
8 am
Release million of balloons from the sky.Everyone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places with coffee aroma
SUMMARYPRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
INSTANT ENJOYMENT
Please turn my wake-up phobia into excitement
The uniqueness of enjoying the aroma
Give instant excitement to unleash the wake-up phobia
Activation Platform: The explosion of Aroma