NGUYEN BICH VAN

1. SEGMENTATION2. THE TRIANGLE3. BRAND IDEA & PROSITIONING4. BRAND COMMUNICATION IDEA& ACTIVATION PLATFORM5. BRAND LAUNCHING PLAN

1. SEGMENTATION

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.

FOR A NEW BRANDED PLAYERHERBAL TEA will be THE BEST FIRST STEP for us

to PENETRATE the market.

2. THE TRIANGLE

More than just a Thirsty-quenching drink, RTD Tea also tell the LIFESTYLE story.

CATEGORYTRUTH

Cinnamon honey tastewhich is good for brain & call for the calmness

PRODUCTTRUTH

What they say? Herbal RTD tea seems like it’s for sick people, it’s too old for Youth

Why they say? Tea represent the calmness which usually is the image of Old.

What they do? Mostly drink Carbonated Soft Drink (CSD)

Why they do? CSD have a bright & fast image, which is well -matched with Youth.

Target consumer:- 18 – 25 y.o- ABC – Urban- Drink RTD tea at least 3 times/week.- Have a busy life - have the urge to live fast everyday.

CONSUMERTRUTH

Brand Truth

Category truth

Consumer truth

Cinnamon honey taste which is good for brain & call for the calmness

LIFESTYLEI wish for a healthy drink represent my Youth

I know herbal RTD drink is good for

health but it’s too old for my age.

BRAND’S CONSUMER INSIGHT

INSIGHT

3. BRAND IDEA & POSITIONING

OLD TEA FOR YOUNG LIFE (VỊ TRÀ XƯA CHO NGƯỜI TRẺ)

Now a day, Youth means to live young, & live fast.With the pace of life, Youth rarely have time to enjoy a moment of the calmness, like in the old time.

With the cinnamon honey tea good for brain & call for the calmness, we provide you the old calm taste for your young life.

Youth means to live fast with the calmness.

BRAND IDEA

Provide what need To whom Different by Reason to

believe

Provide cinnamon honey teaGOOD FOR

BRAIN & CALL FOR

THE CALMNESS

Heavy RTD tea drinkers

aged 18-25, located in big cities, ABC, have to

live fast everyday

Good for brain & call

for the calmness function.

The Vietnamese old image

The authentic source of

herbal and technology that can call

for the calmness.

POSITIONING

What special about our product?- The taste suitable for youth.- Old wise saying printed on the bottle.

4. BRAND COMMUNICATION& ACTIVATION PLATFORM

BrandCommunication

idea

LIVE CALM. LIVE YOUNG.

The visualized, heartwarming message

Reminding the importance of calmness in this fast life. Youth means to live fast with the calmness.

COMMUNICATIONIDEA

The moment of Youth life that need calmness.Objective

Raise awareness of the Brand - Drive trial, purchase

ACTIVATIONPLATFORM

Students Typical sufferers of the problem we’re tackling

Big RTD tea consuming communityKEY TARGET

TASTE THE CALMNESSCAMPAIGNBIG IDEA

5. LAUNCHING PLAN

Youth life is too fast & they need a moment of calmness to move on Call for the calmness experience

Insight Brand Role

Let’s be calm to move on

Tast the calmnessMessage

Concept

Simply drinking our tea can calm you down to move forward Experience the calmness Calmly moving forward

Key Message

MV - TVC The Sampling tour “Taste the calm” The 2Dep! care issueKey Hook

TVCViral MV

2Đẹp featured storyboardAdvertorials, SEO, Facebook ad

Corporate PR

ApplicationAdvertorials, SEO, facebook ads

Corporate PR

The 2Dep! care issueAdvertorials, SEO, facebook ads

Corporate PR

Key Channels

Consumer Journey

Awareness Engagement Advocacy