NGUYEN BICH VAN

1. BACKGROUND 4. BRAND POSITIONING

2. CONSUMER TRUTH 5. BRAND ESSANCE

3. PRODUCT CONCEPT 6. BRANDKEY

7. BRAND LAUNCHING PLAN

AGENDA

Ready to drink tea market is segmented to 2 key sub categories:

Green tea & Herbal tea

GREEN TEA is a TOUGH market for new players with STRONG COMPETITORS like: Không Độ, C2, Real leaf, Tea Plus, Lipton pure green.

HERBAL TEA is a NEW market with FEWER COMPETITORS like Dr. Thanh, Lincha.

Takes 20% market share & grows potentially.

BACKGROUND

Target consumer:- 18 – 25 y.o- ABC – Urban- Drink RTD tea at least 3 times/week.- Young, modern & sophisticated.

What they say? Sometimes I just want to pause my life to take a rest with a cup of tea.

Why they say? Tea have the relax & calm image.

CONSUMERTRUTH

Live in this fast-paced life, sometimes I just want to calm myself & pause my life with a cup of tea but I don’t have time

for that.

CONSUMER INSIGHT

PRODUCTCONCEPT

Functional benefitHerbal tea made from 29 types of herbals with the secret Hue royal receipt & cinnamon honey flavor, bring the CALMNESS insight you.

Emotional benefitInspiring you to calm down to PAUSE in this fast-paced life & enjoy the time.

Provide what need To whom Different by Reason to

believe

Provide cinnamon

honey herbal tea CALL FOR

THE CALMNESS

Heavy RTD tea drinkers aged

18-25, located in big

cities, ABC, young,

modern & sophisticated

Calmness function

which help the

“Pause” message.

The authentic source of

herbal and technology that can call

for the calmness.

BRANDPOSITIONING

Product: Cinamon honey

herbal tea

Price: 10.000vnd

Packaging: light brown & white

bottle with famous quotes for Youngsters

printed on.

Place: Distribute in

supermarkets, groceries, stores,… in

urban.

Promotion

BRANDPOSITIONING

We all live in a fast-paced life.But actually……live in a modern young life doesn’t mean you have to live fast.…be young, doesn’t mean you have to run all your life to be trendy & active.We all know sometimes, we have to PAUSE.PAUSE to ENJOY.PAUSE to RESTART.

Live young, mean to live with the fullest enjoyment.

PAUSING LIFE FOR THE FULLEST ENJOYMENTBRANDESSENCE

BRAND KEY

PAUSING LIFE for the

FULLEST ENJOYMENT

29 types of herbal with cinnamon honey flavor calls for calmness.

Not fierce Strong Competitors are

only Dr.Thanh, Lincha

- ABC- 18-25y.o- Urban.- Young, modern,Sophisticated.

Live in this fast-paced life, sometimes I just want to calm

myself & pause my life with a cup of tea but I don’t have time for

that.

Functional:Calmness

Emotional: Pause to enjoy

Calm, peaceful,

mature

Being the first RTD tea brand to own the platform of Pasue to enjoy

The authentic source of herbal and technology that

can bring the calmness

LAUNCHING PLAN

BrandCommunication

idea

PAUSE TO LIVE ON

The visualized, heartwarming message that remindingthe importance of “Pause” in life:

Pause to Enjoy.Pause to Restart.

COMMUNICATIONIDEA

The moment of Youth life that need to Pause.Objective

Raise awareness of the Brand - Drive trial, purchase

ACTIVATIONPLATFORM

Students Typical sufferers of the problem we’re tackling

Big RTD tea consuming community

KEY TARGET

LET’S PAUSECAMPAIGNBIG IDEA

Phase 1:

- Objective: Raise awareness of the Pause

- Message: There are moment we want to Pause but cannot.

- Key hook:- Using a viral clip including all the

moment when we want to Pause: tired, break-up, happy,… & the character in that clip also pause.

- Raise the Pause issue on SNS, magazine,…

Phase 2:

- Objective: Bring engagement- Message: We can Pause- Key hook:

- Create a Pause community: asking “have u ever have a moment that u want to pause?” encourage people to share their Pause moment.

- Sampling tour: Choose the most inspiring story & sampling (with gifts) in that person school, office, house, coffee bar,… where ever that person (with the inspiring story) wants to have a pause moment, call it “Him/her treat” to exchange for a “Pause voucher” can use anytime for him/her.

- Record the Sampling tour & make viral clips.

Phase 3:

- Objective: Advocacy- Message: Let’s Pause- Key hook:

- Have a Pause concert::- People with Pause voucher can

invite their acquaintances to this concert.

- Anyone who buy 12 bottles can have a Pause ticket to join this concert.

- Pause concert = music show + event (similar to Yan beat fest)

- Raising issue on 2!Đẹp magazine & other PR channels.

Youth life is too fast & they need a moment of calmness to move on Inspiring Youngsters to have a Pause moment

Insight Brand Role

PAUSE TO LIVE ON

LET’S PAUSEMessage

Concept

There are moments we want to Pause but can not. We can Pause Let’s pause

Key Message

Viral clip TVC + The Sampling tour “Pause” Pause ConcertKey Hook

Viral MV2Đẹp! featured storyboard

Advertorials, SEO, Facebook adCorporate PR

TVCApplication

Advertorials, SEO, facebook adsCorporate PR

Pause ConcertThe 2Dep! Pause issue

Advertorials, SEO, facebook adsCorporate PR

Key Channels

Consumer Journey

Awareness Engagement Advocacy