CA MAU PROJECTProposed by GIA HOA ADVERTISING

AGENDA

1 . BRIEF RECAP2. BRANDING ACTIVITIES3. SAMPLING / SALE ACTIVITIES4. EXECUTION PLAN5. BUDGET

Brief RecapObjectives

- Own “Ghe” channel- Attract Tran Quang Users to buy VinaCafe

Activities Branding, Sampling, Sale & Promotion

Target ConsumerTran Quang users, Female/Male 20-45, BCD - live in deep rural

KPIs- Reach 30.000 consumers ( 80% On Field, 20% On “Ghe” )- Sell 60.000 sachets

Time- Kick off : 23/4- Ending : 31/5

LocationCa Mau

BRANDING ACTIVITiesON “GHE”

ON FIELD

ON “GHE”

Horizontal Banner

• Size : 0.8m x 2.5m, • Message : “ VinaCafe – Hương Vị

Danh Tiếng Không Đổi “ • Specification : Digital Printing Flex

(with 4 rings on 4 edges), hanging by steel wire

Advantages : Large view, eye-catching, hard to destroy, easy to move

VinaCafe Uniform

• Logo & Message : “ VinaCafe – Hương Vị Danh Tiếng Không Đổi “

• Specification : 50% Cotton Advantages : Efficient cost and less

maintenance fee, easy to move

Hương vị Danh Tiếng

Không Đổi

ON FIELD

Cooler Box

• Size : 50cm x 40cm x 40cm• Logo : Vinacafe• Advantages : Flexible, easy to move

VinaCafe Uniform

• Logo & Message : “ VinaCafe – Hương Vị Danh Tiếng Không Đổi “

• Specification : 50% Cotton Advantages : Efficient cost and less

maintenance fee, easy to move

SAMPLING/SALE ACTIVITies

To achieve KPIs & attract to target consumers, we will focus on : - The way to prepare

sampling- How to serve target

consumers- Promotion Gifts

Target ConsumerTran Quang users, Female/Male 20-45, BCD - live in deep rural

KPIs- Reach 30.000 consumers ( 80% On Field, 20% On “Ghe” )- Sell 60.000 sachets

Task- Sampling to users Link to Sale ( by Promotion

)- Promotion : Buy 4 get 1 , Gift s

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES

OVERVIEW

TEAM ON FIELDStep 1 We move along the riverside of Ca Mau to approach ruralists around there. Step 2 Target Consumers gather a place ( shore, floating dock, port ...) that we choose to drink coffee for sampling . Step 3 We carry out sampling and annouce to people that there will be a “Ghe Bán Tạp Hóa” which just make landfall with a lot of coffee promotion. Step 4 Waiting for “Ghe Bán Tạp Hóa “ and move to the next station

TEAM ON “GHE”

Step 1 We attack to “Ghe” on route of river that make plan before by information from Owners’ GheStep 2 Sampling & Sale on “ Ghe Bán Tạp Hóa “ in process that arrive to the station on fieldStep 3 When it make landfall to the station on field, we focus on sale with promotion giftsStep 4 In 30 minutes, we move to the next station that make an appointment with team on field before

Sampling AStation

Sampling BStation

Sampling C Station

Sampling D Station

Team on FieldObjective – Scout

Activities – Sampling & Teaser

30 minutes 30 minutes 30 minutes

Team on “Ghe”Objective – Sale

Activities – Sampling & Sale

30 minutes

10 minutes10 minutes10 minutes

10 minutes

How to carry out combined operation :Team on Field ( T.O.F ) will be in 10 minutes ahead of Team on “Ghe” ( T.O.G ) to scout ( Sampling & Teaser ). After T.O.G arrived, T.O.F moved to the next station

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES

OVERVIEW

1. MECHANISM TO MAKE COFFEE

Step 1 - Boiling water ( 80 C ) Step 2 – Pour water in tank ( 1,5 L ) and take coffee into 5 Vina sachets

Step 3 – Stir mix of coffee & water Step 4 – Share it in bottle ( Capacity – 1,5L/bottle )

Step 5 – Chill in Ice Warehouse

30 minutes

3 minutes 30 seconds 20 seconds

Step 6 – Put iced coffee bottles into Ice Cooling Box

X 5= 1,5 L=

10 seconds

15 minutes

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

2. THE WAY TO PREPARE FOR SAMPLING

KPIs for a activities day 720 consumers/ day :- KPIs /day for a Pb on Field : 180 consumers- KPIs/day for a Pb on “Ghe” : 84 consumers 1 team x 4

Prepare No. Coffee Sachets To Sampling- Quantity : 1 consumer / 100ml mixed coffee 720 consumers x 100ml = 72.000 ml ( 72L)- Mixing Formula : 1 sachet of Vinacafe + 300ml boiled water To prepare for 72.000 ml mixed coffee /day : 72.000ml / 330ml = 240 sachets / days- No.Coffee Sachets to Sampling ( 30 days ) : 240 sachets/day x 30 = 7.200 sachets

* Iced Bottles Specification :- Mixed Coffee after preparing will be measure out a 1.5L bottle ( 1 bottle served to 15 consumers )- To prepare for HR on field : 12 iced bottles/Pb- To prepare for HR on “Ghe” : 6 iced bottles/Pb

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

3. LOGISTIC

1. VinaCafe Sachets2. White Plastic Cups3. Cooler Box4. Tray5. 1.5L Bottle6. Electronic Pot7. Ice8. PBs9. Motor10.Pure Water11.Rachet Tie12.Coffee Assistant13. Truck

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2

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10

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PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

1. FLOW OF SAMPLINGA team will act with 2 Pbs for a route – 1 on field , 1 on “Ghe”. Pb on field will scout to define sampling area and teaser for “ Ghe Bán Tạp Hóa “

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

5:00-5:15

Gather – Take the products

15 minutes

• Supervisor take 1 box with 30 cooled bottles in it.

• Take other logistics for sampling

Sampling & Sale – Team On Ghe

15 minutes

• Team On Field in 15 minutes ahead of Team on “Ghe” ( T.O.G ) to sampling & gather target consumers

Scout at the 1st station

– Team On Field

5:15-5:30

30 minutes

5:30-5:45

• Team On “ Ghe” arrived and sale with promotion gifts in 1st station

• Team On Field move to the next station

Transportation to next – Team On Field

Scout at the 2st station

– Team On Field

15 minutes

• Team On Field in 15 minutes ahead of Team on “Ghe” ( T.O.G ) to sampling & gather target consumers

5:45-6:15

Transportation

15 minutes

• All team reach the 1st station

• Team On “Ghe” sampling & sale on route

• Team On Field scout to sampling and teasear

6:15-6:30

2. HOW TO SERVE CONSUMERS

Xin chào anh,chị.

Step 1 – Greeting Consumers

Hiện VinaCafe tụi em đang có chương trình Dùng Thử và

Khuyến Mãi cho cà phê hòa tan

Step 2 – Introduce Vinacafe & Promotion

Anh/Chị dùng thử 1 ly nhé !

Step 3 – Invite Sampling

Step 4 – Link to Sale

Mình mua 4 gói được tặng 1. Mua gói lớn được

tặng ... Anh/Chị mua dùng thử ?

SAY THANKS AND FINISH TALK

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

Pour sample into cups Bring out & serve Change the tray

• Clean the booth• Product Display

• Supervisor + PB take out the cups, put the ice into, pour coffee

• PB put the cups onto tray, bring into the station and serve

Change the tray

180 seconds 45 seconds 30 seconds

Put cups on tray

• 10 cups on tray

10 seconds

1 sup + 1 PB PB

Serve 20 people per 4 minutes in the “rush hour” of the location

3. DETAILED SERVING FLOW

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

• By our estimates ( Capacity, Experiences ), we propose the value of promotion gifts for BUY PACK GET GIFT : ~ 10k/gift

• We can take full advantage of Masan’s Products to make equivalent gifts

BUY 4 GET 1BUY PACK GET

GIFTPROMOTION

Suggest 1 – KOKOMI NoodlePrice : 3k/noodle

Specification : Article of daily necessity

Promotion : Buy Pack Get 3 Kokomi

Suggest 2 – Nam Ngư Đệ NhịPrice : 16.5 k/bottle

Specification : Necessary item for rural

Promotion : Buy Pack Get 1 Bottle

Objective - Support to Sale

PREPARATIONS

HOW TO SAMPLING

PROMOTION GIFTS

ACTIVITIES OVERVIEW

EXECUTION PLAN1. ROUTE MAP

2. FLOW OF ACTIVITIES DAY

3. SAMPLING TEAM

4. LOCATION & HR RECRUITMENT

5. TRAINING & REHEARSAL HR

6. HR MANAGEMENT

STT Kênh Số

Ngày chạy/ Kênh

Tổng ngày chạy

Số lượng team

Số lượng

nhân sự sampling/ team

Total nhân sự

Capacity 1 nhân sự/

1hThời gian làm

việcSố

lượng giờ làm

Reach /điểm /

ngày/team

Total reach

APRIL MAY

23 24 25 26 27 28 29 30 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

Thu Fri Sat Sun Mon Tue Web Thu Fri Sat Sun Mon Tue Web Thu Fri Sat Sun Mon Tue Web Thu Fri Sat Sun Mon Tue Web Thu Fri Sat Sun Mon Tue Web Thu Fri Sat Sun

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39

1 Team trên bờ 1 30 4 1 4 15 5h00 - 17h00 12 720 21,600 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4

2 Team dưới ghe 1 30 4 1 4 7 5h00 - 17h00 12 336 10,080 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4 T.1 + 2 + 3 + 4

TỔNG 720 31,680

1. ROUTE MAP

2. FLOW OF ACTIVITIES DAY

20h00 21h00 04h00

Make coffee and share in

bottle

Bottled & iced

05h00

Distribute to PBs

05h30

Moving

Follow “ Ghe Bán Hàng Tạp Hóa “ to sampling & link to sale

12h00 13h00

Rest

14h00 17h00

Follow “ Ghe Bán Hàng Tạp Hóa “ to sampling & link to sale

Preparing Process

Delivery Sampling & Sale Sampling & Sale

PM

Ass1

Team 1 Team 2

Asst 2

Team 3 Team 4

* Note : Each team have 2 PB ( 1 for On field, 1 for on “ghe” )

Kinds of Report- Sales Report (Daily and Total).

- HR Evaluation Report.

- Activation photos.

- Final report.

3. SAMPLING TEAM

HR Team will survey sampling area and define “Ghe Bán Tạp Hóa” in sampling area

4. LOCATION & HR RECRUITMENT

Deal & Discuss with Owners’ Ghe about their selling route, banner, activation in days ( 23/4 to 31/5 )

Confirm to Oners’ Ghe for coordinating with Pbs on their “ghe” to sampling & sale by handly papers

1 2 3

Check – in Location

HR Team will set up route map in location directly by information of Owners’ Ghe & Area on Field

4

HR Team will recruit human resources in local location

Standard5

HR Recruitment

Recruitment

Local People who get explicit all of route on waterway

Relationship widely around sampling area

To swim, no motion sick on “Ghe”

Have smartphone to contact

5. TRAINING & REHEARSAL HR

Choose the place on riverside to training sampling process

1PBs have to practice skills to be studied well-trained

2Guide to take photos when sampling

3

Training Sales & Convinient Skills 4

6. HR MANAGEMENT

GIFT SAMPLING• From stock:PM to receive from stock/ to load on truck/ to issue document of transfer/ to check upon quantity.• On execution:PM to pass on Sup. Document of transfer required. Each gift = 1 photo taken,• End of activation:Sup transfer quantity to PM. Documents of transfer required. PM to check quantity to match given gifts.

• From stock:PM to receive from stock/ to load on truck/ to issue document of transfer/ to check upon quantity.• On execution:PM to transfer to PG/PB. Document of transfer required. Keep pack of sachets to check • End of activation:PG/PB to transfer remaining quantity to PM. Document of transfer required. PM to check quantity of caps.Caps to be sorted daily and noted of quantity and place of activation.

PRODUCT MANAGEMENT

6. HR MANAGEMENT

REPORT MANAGEMENT

DURING ACTIVITIES

Keep the packing for checking at the end of

the day.Quantity of sampling everyday = 5

cups ( 100ml)/pack

Report Form:

FORM BÁO CÁO CÔNG VIỆC HÀNG NGÀY

STT Ngày / tháng Tuyến đường đi SL Sampling Số lượng hình ảnh SL hàng bán được SL gói café đã

dùngNhân viên thực

hiện Giám sát xác nhận

1 2 3 4 5 6 7 8 9

10 11 12 13 14 15 16 17 18 19 20

RISKS SOLUTIONSCan’t reach KPI PGs have to works hard and enthusiastic to attract customers join activation. Gia

Hoa’s PM will follow and manage KPI at every activation location.

Losing sample products Goods must be handed with delivery records and checked at the end of the day by counting bottle caps.

Losing activation gifts Goods must be handed with delivery records Pictures and information of customers have to be taken after receiving gifts.

Bad weather Cover booth carefully with plastic canvas

Shortage of staffs (quitting job, etc.) Always have backup staffs or working for extra time to make-up KPI.

Traffic jam because of activation at industrial zones Previously working with the management team and security team.

Activation at public areas ( park, beach, etc.) might have risks of legal checked by Department of

Culture and Information. Preparing all legal documents for all team.

RISKS & SOLUTIONS

BUDGET

* Please refer to the attached excel file

THANKS FOR YOUR ATTENTION