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Grand Test – Tea Assignment
AGENDA1. Background
About the company,
The market and competitor
3. Brand ConceptProduct concept, Brand idea
và Brand Positioning
4. Development6Ps, Brand Communication Big
Idea and Brand Activation
Platform
5. Launching Plan
2. SegmentationConsumer Profiling and
Target Consumer
A large corporation in the field of food
& FMCG in Vietnam, having the
financial advantages and a strong
distribution system, wants to expand
investment in the field of bottled
beverages, namely tea industry instant
drink (ready-to-drink tea)
Vietnam is the world's 7th largest producer of tea, The climate in Vietnam ranges from subtropical in the north, with wet summers and dry winters, like most of Southeast Asia, to a fully tropical climate in the south, but still with the same seasonal precipitation pattern.
For business in the industry, RTD tea continued to record the fastest total volume growth in soft drinks in Vietnam with sales estimated at 11,000 billion (2013). Consumers remained interested in RTD tea, thanks to its refreshing and healthy image. RTD tea sales increased by 34% in total volume sales in 2010. Although this growth was much slower than the review period CAGR due to maturity, it represented a strong performance and the potential for further opportunities.
RTD Tea market is fierce with lost of strong competitor who have a lot of streng from the positioning built from the very far beginning. Especially in RTD Green Tea market with the domination of 3 Big name:- Tân Hiệp Phát with the Zero Degree Green Tea as the leading with 41% market share- URC with C2- Pepsi with Lipton Pure Green and Tea Plus
In RTD Herbal Tea, the market is leading by Dr.Thanh with a strong Message : “Trà thảo mộc Dr.Thanh với 9 loại thảo mộc cung đình, giúp thanh
nhiệt cơ thể không lo bị nóng”, follow by the new player Lincha
Become the top 3 RTD tea brands in Viet Nam within 3 years from the second quarter of 2014
Dr. Thanh Lincha Zero DegreeGreen Tea
C2 Tea Plus
Strengths Accepted taste
Good communication
Precious ingredientsFrom a big name of nutritious product (Vinamilk)
Top of mind Wide distribution
Very good tasteWide distribution
Good tasteNicecommunicationWide Distribution
Positioning\Message
Trà thảo mộc
Dr.Thanh với 9
loại thảo mộc
cung đình, giúp thanh
nhiệt cơ thể không lo bị nóng.
Tăng cường sức
khỏe, sảng khoái
tinh thần
Giải nhiệt cuộc sống
Chỉ một tình yêu,chỉ một C2
Trà Ô long Tea plus, uống cho ngày thêm nhẹ.
Discriminator The first RTD herbal tea of Vietnam
The first in the RTD tea Market
the 360ml bottle and powerful media for quality "made from 100% Thai Nguyen green tea“.
Ô long tea
RTD Herbal Tea RTD Green Tea
The RTD Herbal Tea.The future will be dominated by Healthy Drink
RTD Tea U&A:
- Consume RTD tea not only for thirs-quenching, but
also for
- Frequency: 2-3 times/week
- Consumption: 1 bottle/ time
- Drink after lunch
- Drink with friends when chatting, not when working
- Enjoy the light taste of herbal & believe that it’s
somehow better for their health than other drink (don’t
choose fresh water cause it’s boring and useless for
their health)
- Female officers- Class ABC- Live and work in the urban cities- Success, ambition, self-confident
- The biggest tention is the balance in life.- Like chatting and hearingabout things happen around Them.- Care much about theirappearance-Over-think or dramatize (insecure>sensitive>overthink)
Functional- A rare antioxidant - Flavinoid helps to rejuvenate the body- Enzyme Amylase help the body to digest carbohydrate and resolve the
excess of calories, keep the fit- Cyanidin have the effects against the oxidative damage that can cause
damage to the cells of the body
Emotional - Preserve the female’s confidence of beauty
30 is the milestone of a female in their experience of life. When reach this mark, the women recognize that, they are unique, and loving themselves is the important thing. Especially their appearance, the symbol and natural pride of them.
Healthy and purifier
Calm and Focus
Ready to drink
Easy to drink (good taste)
If compare a woman's life with a broken line, the 30-year-old is certainly a very important point of it. Affter 30 is considered as a period of fullness time of women, when all beautiful qualities are ripely developed.
More than anyone, I absolutely know about this.But, the splendor time is rapidly passing because of the agingprocess. I want an instant and effective solution which I can use daily to keep my beauty with me.
Drink and Food is the opportunity wayFor my solution about keeping my beautiful appearance
Brand Essence
Natural gift to uphold your pure beauty
Category truth
Consumer truth
Product truth
Healthy and purifier
Harness the benefit of Hibicus to keep the women beauty
I want an instant and effective solution which I can use daily to keep my beauty with me.
Natural gift to uphold your pure
beauty
-Fermininity- Beautiful
- Insightful
Hibicus’s
Benefit proved by
Science
- Fomula to
keep the
nutritious
Functional:FlavinoidEnzyme Amylase
Emotional:Preserve the
female’s confidence
of beauty
- - No one just claim this category.
- Indirect opponent from the RTD
drink teawith names
mentioned- above
Office lady, class ABC 30
to 34 (bull eye 30- 31)
Working in a sedentary
environment. As women
with knowledge, self-
interested
- Hibicus tea with the science benefit match consumer need
- Fomula from the expert in category to keep the nutrious and make a good taste
I want an instant and effective solution which I can use daily to keep my beauty with me.
Best Drinks
For beautifulwomen
Solution to keep
the women pure
beauty against
the aging
process
Office lady, class ABC 30
to 34 (bull eye 30- 31)
Working in a
sedentary
environment. As
women with
knowledge, self-
interested
Provide what
NEEDTo
WHOMDifferentiate
by
- Hibicus’s
Benefit proved by
Science
- Fomula to keep
the
nutritious
Reason to believe
Best Drinks
for beautifulwomen
Product
Price
Place
Promotion
Proposition
Packaging
Hibiscus tea with feminine taste from the fomula of expert
High, Premium
Mass distribution with MT and GT Channel (Especially focus on the GT channel with convinience store and street vendor near the office
Launching campaign
360 ml, glass bottlePurity, Femininity and sophistication
Natural
gift to
uphold your pure beauty
Save your timeless pure beauty
Pictures and photos
Make your beauty become eternal
Album
PR , social
Restore the concern about
keeping the female beauty
Give experience toward the
RTD Hibiscus Tea
Amplify the “Timeless pure
beauty” spirit
I save my beauty by my way, what about you?
Save your beauty
Portrait Album Contest
PR, Social Media
SamplingSocial media, Websites
TVC,SEO, SEM
Online Print Influencers
Social media
Viral a portrait of women collected by an artist through images and photos with the caption on each period of
female life (18 to 65).High light the emotion of him\her about the beauty of a
fully appearance on their 30 YO days.End the album by the question for all Vietnamese
Women to keep their beauty
Follow by the sharing campaign in social media (as Facebook and webtretho) as well as some key online and print press
with the same message “save your beauty”.
Brand appears and co-operate with one of the most popular press (as Elle) to organize a competition for the TA.
The competition is a photos contest, with the big content is “The proud pure beauty”. The competitor will send photos or pictures about what they (or their women) proud most from their own body and sharing the tip of what they do with it.
The prize is the key motivation, so we have the week, and many sub-prize beside the final big award.
Brand Ambassador:
- Invite those 2 as the judges for competition ( Linh Nga will be the back-up).- Harness the earned media from them.
Sampling campaign:
- Set up booths near by the office in the city in the begin of the day (7-9 a.m), the rest time (11-14h) and the end (18 -20h), women will give a free sample with a full studying tip winning the week’s prize
- Offer Elle to use the Hibiscus as a gift for their TA.
Make an album about the winner and deal with Elle to publish it to celebrate the “Timeless pure beauty” with the PR campaign to amplify it.