1. AGENDA 1. Background 2. Brand key 3. Launching plan

2. 1 3. Background RTD (Ready-to-drink) tea is a new market segmentation butbecoming a more preferablechoice due to 2 main components: healthy and thirsty-free. The revenue and potential of this market is huge to explore. FTA Research showed that Competitor Review Brand R2B & Root Strength Insight Essence C2 Thai Nguyen tea leaf I want to stay fresh Cool and Clean life Tea Plus Tea can lose weight I have many burden For a lighter life Khng ECGC that can anti-oxide I have many stress Release heat of life Dr. Thanh Herbal ingredients I want to stay healthy Cleanse toxic of life 4. KEY LEARNING POINTS - Tea is quite old-fashion but RTD tea has made their approaching to the youth. The green tea market is very competitive while herb tea is having more chances to enter. - Tea has many good functional benefits for health which should be utilized. - We can sell tea to the hi-class older people since this is a promising target and they are quite familiar with tea. 5. CATEGORYTRUTH BRANDTRUTH CONSUMER TRUTH TEA Scientific truth Social truth - Bitter but tasty & good aroma - Tea consists of chemical that can release thirst, prevent aging, and cleanse toxic. - Have positive impact on diet - Tea scent helps release stress - Tea production and enjoying is a traditional value, even art - Tea is attached to Zen - Tea is link to conversation (both old mens or the youths tr chanh chm gi) - 6. CATEGORYTRUTH BRANDTRUTH CONSUMER TRUTH LOTUS TEA + Lotus has pure aroma that release stress and enhance positive emotion. + Making a lotus tea requires a complicated and careful procedure of collecting lotus, mix the scent and prepare + Lotus tea is used for showing your gentle and respect and lotus tea is considered as a cultural beauty of Hanoi elegant lifestyle. Source: http://www.vatgia.com/home/detail.php?module=estore_news&type=1&iNew=48835 7. CATEGORYTRUTH BRANDTRUTH CONSUMER TRUTH Target customer: - Male and Female, ABC, 25-35 (Bull-eyes:25-27) - Lives in urban zones, work in office. They are on the beginning to reach the peak of their career. Career is their number one in priority of concern (FTA Research). They may or may not have the family but they are on the race of life everyday and trying to catch up with objectives in their career everyday. Evening is the time they consume RTD tea the most 8. CATEGORYTRUTH BRANDTRUTH CONSUMER TRUTH WHAT THEY DO? In the evening, I usually have debates with my colleagues, and after that, I usually get a drink to keep calm and stay fresh. WHY THEY DO? Drinking something fresh and comfortable will make you feel comfortable. Drinking something pure will make you feel calm. INSIGHT: I am living in such a modern busy fast-moving world and I may need a moment to stop and look back. I have been twisted in fast-moving pace of life so they need an instant moment to stay calm and prepare for the next challenges.I need a bottle tea that can help me do that instantly. 9. 2 10. TO OUR LOTUS TEA REASON TO BELIEVE - Male and Female, ABC, 25-35 (Bull-eyes: 25-27) - Lives in urban zones, work in office. Career is their number one in priority of concern. They have been twisted in fast-moving pace of life so they need an instant moment to stay calm and prepare for the next challenges. - The scent of lotus is mixed within the tea carefully - Lotus and tea both have effects of anti-age and - Lotus tea has been long recognized as a way of elegant enjoyment and lifestyle THAT GIVES Consumer a moment of inner-peace and self-enjoyment Has a [sweet and elegant] [scent and taste] from lotus. 11. - Elegant - Sweet and sophisticated - Wise and calm - Thoughtful Technology to mix the lotus scent and taste in the tea Lotus refers to an elegant lifestyle Functional: Deliver sweet scent That makes you relaxed and less stressful Emotional: A elegant moment in your life that you can look back Fulfill your place with refreshing and sweet scent I am living in such a modern busy fast-moving world and I may need a moment to stop and look back. I have been twisted in fast-moving pace of life so they need an instant moment to stay calm and prepare for the next challenges. I need a bottle tea that can help me do that instantly. Fierce from strong brands: -Green tea: Khng , C2, Tea Plus, Real-leaf - Herb Tea: Dr. Thanh,Lincha - Male and Female, ABC - 25-35 YO (bull eye: 25-27) - Livesin urban zones, work in office - Need a self-reflection and slow down moment to keep calm. Consumers perceive Celebrate inner- peace for an elegant lifestyle 12. 6P Product: Lotus tea with lotus scent and sweet taste Pricing: luxury high price (25k) Place: Convenient store, office building, super market Packaging: lotus- shaped bottle with pink and light green as the main colors. Promotion: Proposition: A lotus tea with pure scent and taste make you feel relaxed and calm to find your inner-peace 13. 3 14. Who Male and female, ABC, 25 35 YO What Interactive social content When & where Every time, every where Why They need/ want to update information constantly How smart device, smart phone, their office, TV. Communication StrategyTOUCH POINT CONCEPT A Peaceful Vietnam With everyone becomes calmer and more peaceful in their soul, the whole country will stay calm and peaceful, in a nice way to make Vietnam to back to a peaceful place of Asia. 15. Campaign Roll-outs CONCEPT A peaceful Vietnam Phase Teasing Engagement Amplification Key message You need to stay calm to prepare better for challenges Experience the great scent and taste of lotus for your self-peace. Peaceful Vietnam Key hook Social discussion Sampling booth Vietnam image Channels - Social discussion and PR - TVC - TVC - Sampling - Social media and digital - Mobile app - SEO, SEM - Display ad - Billboard - PR - Mobile app - Social media - Billboard - Promotion 16. Phase 1 SOCIAL DISCUSSION and PR The start will be the topic Why are there so many violence in Vietnam the PR will be publishedto raise the problem of people easily lose control and lead to sad sequences.This is not a new topic but we can make it trigger by making it more relevant and more serious. The reasons are listedand one of them is Vietnamese cannot stay calm TVC TVC describes the procedure of collecting tea and lotus, enjoying lotus tea of the elegant men in the past (context Ancient Hanoi) and when it turns out that they are modern people that are enjoying. 17. Phase 2 At the end of phase 1, when it is concludedthat the people should stay calm and Lotus Tea appears as the perfect solution for staying calm. This phase focuses on FUNCTIONAL BENEFIT to encourage TRIAL (Sweet and relaxing calm scent & taste) Sampling booths will be decorated like a zen room to help users to stay calm and relaxed. Publish an app help people stay inner-peaceful (Yoga tips, Zen tips, Zen music) Banner and billboard among the street will be like ambient advertising to encourage people stay calm (Stations that user can stand to listen to music, 18. Phase 3 An album of zen music(co-operated with singer Hong Nhung) will be published and freely distributed as a promotion of buying products (1 block 1 CD). Banner display will lively update the number of people who have stayed calm (based on the number of apps download and CD distributed) At last, PR will amplify that Vietnams now been more peaceful thanks to each individuals inner peace.