Grand Test – TEA assignment

AGENDABackgroundAnalysis

Brand Ideation

LaunchingCampaignRollout1

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4

BackgroundAnalysisInspiring, promising line of product with FIERCE competition

Vietnam is the home of tea. Vietnam has been a traditional tea-drinking country, with many people drinking tea regularly and the best ranked resources. Yet the advantages of Vietnamese tea is not properly exploited. RTD tea is expected to grow with constant off-trade value CAGR of 9% over the forecast period. RTD tea will remain the most sought-after type of soft drinks for its health benefits, benefiting from the rising health and wellness trend in the country. More consumers will be attracted to naturally healthy thirst-quenching options like RTD tea, instead of other choices like carbonates.

Vietnamese tea overviewInspiring, promising line of product …

RTD tea remained the most consumed type of soft drinks in Vietnam. RTD tea attracts consumers for its naturally healthy image. Thus, RTD tea provides a convenient, cooling and thirst-quenching format that most people can enjoy, which is more suitable for the hot weather compared to hot tea. Many RTD tea players also focus on its health benefits in their advertisement and promotion campaigns, continuously putting RTD tea on top of consumer choices for a soft drink.

NGK market – Tea segment overviewTan Hiep Phat Group remained the leading player in RTD tea with 41% off-trade value share. The company has a few highly successful brands, such as Zero Degree Green Tea and Dr Thanh. Tan Hiep Phat was one of the first to launch RTD green tea and RTD herbal tea in Vietnam, both accompanied by very strong marketing and advertising campaigns to raise awareness of the brands and their health benefits. As such, it gained share quickly during the review period. In fact, the booming growth of RTD tea during that period was attributed partially to Tan Hiep Phat’s efforts.

…with FIERCE competitionMarket growth

Market share

Generating Brand Idea through Consumer insight, Category Truth and Product TruthBrand Ideation

CATEGORY truth Purifier, healthy, stability

TARGETcustomer Male and female (mostly female) aged 27-35, ABC, mostly in big citiesAppreciate culture and deep perception

SEGMEN-TATION First experiementer First soldier Real soldier Social ClimberOUTLOOKAttractionFear/weaknessBeing out-of-date

EXPLORATIONTry and errorFear/weaknessBeing narrow minded

PERFORMANCEProgressiveFear/weaknessBeing left-behind

BALANCESuccessfulFear/weaknessBeing unbalanced

18-22 22-25 26-29 30-35

Their interests shifted towards family Most of their time is spent on WORK, FAMILY, their own at the lowest

Their objectives starts with WE not I Less time is spent on personal care, but they appreciate valued premium productsThey get swallowed by the social race, withour realizing they are losing balance – their deepest fear – between WE and I. Their own selves are not treasured enough anymore, yet at this stage of life, they deserve indulgence and calm.

CONSUMERtruthI get carried away by my ambition that I tend to lose my balance. BUT I got used to the speed and can not slow down. I wish there was a mean to calm me down to treasure myself.

Instictive benetifit of white tea to create mental stability PRODUCTTruthOnly white tea has the biggest amount of catechin, the atioxidant that create mental stability, reducing cholesterol, anti-aging.

CONSUMERtruthPRODUCTTruth

CATEGORYtruth

I wish there was a mean to calm me down to treasure myself. Instictive benetifit of white tea to create mental stability

Natural Stabilizer

Treasure you with stabilityBRAND IDEA

PackagingProduct

PriceProposition

Place

People

Dominant color is light green and white. Premium with 2 lines: glass and plastic

Bottled White tea with falavoured variants

High, premium

Mental stabilizer that treasure your mind and body

Showroom, supermarket, minimart, instore

Calm, friendly, progressive staff TREASUREtea

BRAND Positioning statement Provide what need To whom Different by Reason to BelieveCalmness to treasure oneself

Male and female (mostly female) aged 27-35, ABC, mostly in big cities

Being the first bottled white tea on the market, attacking the self-indulgence need

Oringinal white tea with instictive effect of mental stabilizer

LaunchingCampaignRollout

CAMPAIGN BackgroundTREASURE is a newcomer in bottled tea market with a unique selling proposition and product. (white tea with oringinal taste)Current market it overwhelmed by many brands that mostly focus on young people.

CampaignOBJECTIVE

Communication objectiveDeliver TREASURE’s unique product and the inspiring proposition

Business objectiveIntroduce TREASURE to the market,Drive trial and purchase

TARGETaudience Male and female (mostly female) aged 27-35, ABC, mostly in big citiesUnbalancing life, afraid of aging

Insight I don’t have time to take care of myself, I am afraid of getting old for over stressful, losing balance in life. I wish for a stabilizer that save me from aging.

Big Idea I don’t have time to take care of myself, I am afraid of getting old for over stressful, losing balance in life. I wish for a stabilizer that save me from aging.

STAY YOUNG WITH WHITE TREASURE RESCUEBig idea

I don’t have time to take care of myself, I am afraid of getting old over losing balance in life. I wish for a stabilizer that save me from aging.TREASURE you with balance. Keep calm and avoid aging.

Trigger their fear of aging by a facebook app showing how stress can hasten their agingLet them experience the calming effect of TREASURE by time – machine sampling tourCelebrate the amazing effect of TREASURE by an MV with everyoung people

Insight Storyline

Brand Role

Stragegic approach

Draw all attention to the terrible effect of aging Engage TA in the demonstration of TREASUREAmplify the accomplishment of TREASURE

If you don’t spend enough time taking care of yourself, the aging effect is terribleLet’s calm down and treasure yourself with TREASURE

Let’s celebrate the youthful effect of TREASURETREASURE facebook app WHITE TREASURE RESCUE samling tour TREASURE MV

ObjectiveKey message

Key hookFacebook ApplicationInfluencer sharingAdvertorials, Editorials

Sampling tourInfluencer sharingAdvertorial, EditorialsTVCSEO, SEMMVInfluencer sharingAdvertorial, EditorialsSEO, SEM

Social tactics

Get to know Engage Get to love

MEDIA TOUCHPOINTS

Analyse to choose channels to approach

Online Print Influencers

Social media

KEY MEDIA CHANNELS

Upload your picture and answer questions about your time arrrangement

The app will analyse and send back your aged picture

Influencers will be the first to play and share it to their followers. Advertorials, Editorials to dramatize the aging effect of not taking care of yourself

input output ViralityPhase 1

Phase 2

WHITE TREASURE RESCUE Our Bus will rescue the one who played the app and got worried

The bus will stop at supermarkets, malls, offices and minimarts to give wet sampling

Share the WHITE TREASURE rescue journey on editorials, advertorials, recording the tesimonials of whom tasted and realized the effect and oringinal taste

Digital sampling Traditional sampling Virality

Phase 3

YOU DESERVE MV by Ho Ngoc Ha, emphasizing that women should stay calm and spend time to take care of themselves, be cause they deserve

The YOU DESERVE trend on social world to amplify the meaningful message of TREASURE

Sharing on Advertorials, Editorials, influencer engagement