Embed Size (px)
Citation preview
May – July 2015
Bacchus
COMMUNICATION PLAN
AGENDA
Overview Idea & Strategy
Executive plan
• Product
• Summary campaign’s
objective
• Idea
• Strategy
• Market overview
• Target Audience
• Plan on each channel
Analytics
OVERVIEW
• Decrease stress
• Awake while driving
• Improve health after drunken,
sickness
• Stimulate to trans fatty acid
• Improve memory
(hàm lượng gấp đôi )
2000 mg
Key
ingredients
Use
CLIENT’S REQUEST
Objective
100% Vietnamese knows Bacchus drink
Made with natural ingredients, Bacchus has been trusted as a safe energy drinks for long term use
People in big city: Office staff(23-39), Long-way driver
Worker(16-21) – work at electronic industrial zone Target Audience
Time May-July, 2015
Ha Noi, Sai Gon, Đa Nang, Hai Phong, Quang Ninh Area
Slogan Đập tan mệt mỏi
ANALYTICS
Market overview
Beverage market contains
diversified products. Each product
locates a particular image in consumers’mind.
Competitors
• Energy drink is common sense in
Vietnam
• Key ingredients of products have
no difference
• Not defined as the safe products
when using long time
Redbull
Promote distribution
system, discount
Not focus on communication
Lipovitan
Slogan: Lipo charge, Lipo
tiếp sức
Focus on: TVC, PR, forum seeding
Sting
Slogan: Bật năng lượng
sống bứt phá
Focus on: TVC, Social media
Number 1
Slogan: Không gì là không thể, chinh phục mọi
thử thách
Focus on: TVC, Social media
Communication activities
Number 1 – Communication crisis
• Crisis: A serie of articles on “money in exchange
silence” & “fly in drink”
• Tân Hiệp Phát: manage crisis
- SILENCE
Lesson: There should be a tool to track & update market’s reaction. And then a solution will be come up
Strengths • No.1 energy drink in Korea
• Natural ingredients – safe for consumers if using it long time
• New brand identity
• Its price higher than the same kind of products in market Weaknesses
Opportunities
• Consumers focus on healthy product & have extensive
knowledge about the different type of products
• Korean products often are highly valued
• Energy drink is considered as contemporary energy charge,
not safe for long-term use
• High competition in market Threats
Swot
Swot Strategy
Strengths promotion
No.1 energy drink in Korea
Bacchus drink – extracted from
fruits. So no halitosis/unpleasant
breath
3 key natural ingredients. No
harm for body in long-term use
Taking advantage of opportunities
Vietnamese has tendency to the
naturally-extracted things
Other products have crisis on their
quality
Target Audience
Office Staff
Workers in electronic factory
Long-way driver
Expenditure habits
Age: 23-39
- High education, be exposed to various sources of information products
- Family health in priority. So products
with clear origin, safe ingredients will
highly considered
- They have detailed plan on expenditure.
However, they are willing to spend money on
good products
Target audience following
communication channels
(%)
Product A
• Feature 1
• Feature 2
• Feature 3
Product B
• Feature 1
• Feature 2
• Feature 3
Belief in communication channels(%)
Product A
• Feature 1
• Feature 2
• Feature 3
Product B
• Feature 1
• Feature 2
• Feature 3
Conclusion
• People in big city should be target audience in the
first period: office staff& long-way driver with the
middle income (at least 7,000,000vnd)
• Their expenditure habits & consume belief should be made the most in communication
WHO?
The unspoken reality
“I need a simple and safe solution which can meet my demand on energy charge. It has supported me in reaching life’s objective ”
WHAT?
Brand’s message
“Bacchus drink is a trusted brand from Korea. It has met your demand on energy charge. Hence, you will be filled up and enjoy your life”
The truth about Bacchus
Bacchus drink is a trusted & premium
products from Korea
Natural ingredients
Produced in Korea
Instant energy supplement
Reason to believe
No.1 brand in Korea
HOW?
IDEA
&
STRATEGY
24
Idea
Product B
• Feature 1
• Feature 2
• Feature 3
No.1 brand in Korea BACCHUS
“ĐẬP TAN MỆT MỎI”
Energy drink: create positve & inspiring
Korea = high quality + trust
» The mixture of two above ones: help
Bacchus easily penetrate into market
Idea Explanation
Communication Plan
Mục tiêu
Thông điệp
100% người dân Việt Nam biết đến Bacchus như một nhãn hàng nước năng lượng số 1 Hàn Quốc với công dụng Đập tan mệt mỏi
GIAI ĐOẠN 1
3 tháng
GIAI ĐOẠN 2
6 tháng
Đối tượng truyền thông
- People in big city: office staff, long-way driver, housewife,….. (23-
39) – middle income and higher
No.1 brand in Korea Bacchus
Đập tan mệt mỏi
Kế hoạch dài hạn
Các giai đoạn truyền
thông Tạo độ nhận biết Mua dùng thử
GIAI ĐOẠN 3
3 tháng
Frequent
consumption
Mục tiêu
Message
100% Vietnamese knows Bacchus as No.1 brand in Korea. It is the
energy drink to smash fatigue
Phase 1 3 months
Phase 2 6 months
Target Audience
Long-term Plan
Các giai đoạn truyền
thông
Create
awareness Experiment
GIAI ĐOẠN 3
3 months
Ojective
Message
Create awareness:
- No.1 brand in Koreaa
- Energy charge
- Safe for health if using in long-term time
Target Audience
- People in big city : office staff, long-way driver, house wife,….. (23-
39) – middle income & higher
No.1 brand in Korea Bacchus
Đập tan mệt mỏi
Phase 1
Mục đich Create awareness
Channel TVC & Pr, LCD,
Sponsorship, Digital TVC, Pr, LCD, Sponsorship, Digital
TACTIC: TAKING ADVANTAGE OF SYNERGY
• BELIEF OF CONSUMERS in the traditional
advertising
• LIMITLESS CREATIVENESS of social media
Resonance
effect
CREATIVENESS IN COMMUNICATION
• Traditional advertising: CREATIVE ideas to make
DIFFERENT & easily REMEMBER
• PR: Brand’s story in Korea
• Social media: INSPIRING & HIGH INTERACTIVE content
& activity
OUTSTANDING
BRAND
PLAN ON EACH CHANNEL
Traditional advertising
Main channel
Supporting channels
Suggest creative design
LCD in building
TVC & Radio’s ideas
Message:
- No.1 brand in Korea
- Extracted from natural ingredients
- Energy charge after physical & mental activity
TVC - Storyboard
(File attached)
Radio
Adapted from TVC
PR – Print
Articles’ angle
Brand’s story & its influence on Korean
Bacchus – no.1 brand in Korea with the effect of relieving tiredness
Bacchus is a companion that supports Vietnamese in relieving
tiredness, strengthening memory, etc
Suggest newspaper & magazine
Digital channels
Facebook Fanpage
Viral Clip (sản xuất) KOLs
GDN
Online PR
Cycle Channel
Online PR
Articles’ angle List of newspaper
Brand’s story & its influence on
Korean
Big sites: dantri, vnexpress
Bacchus – no.1 brand in Korea
with the effect of relieving
tiredness
80% of sites for men, 20% of sites
for women
Bacchus is a companion that
supports Vietnamese in relieving
tiredness, strengthening memory,
etc
Articles on health
Facebook Fanpage
No.1 brand in Korea Bacchus
Đập tan mệt mỏi
No.1 brand in Korea & Safe for health in long-term use
Brand (35%)
- Brand’s story in Korea
- Product extracted
from natural
ingredients
- Safe for health if using
long-term
Unbrand (40%)
Modern life with
concern» Tips to
reduce Subjects for
men
Funny corner:
Fanpage’s characteristics: youthful, inspiring, vital
EVA
Activity (25%)
- MiniGame : 2
week/1 game
- Big game: connect community on
fanpage & create
big impression on
fans
KOLs - Celebrity
• Make Effective Presentations
• Using Awesome Backgrounds
• Engage your Audience • Capture Audience
Attention
Sharing content demo
• (Hot boy) It is so hot today. I come by Lotte mart to pick up a drink. A
sales girl suggests me trying this drink – Bacchus. It comes from Korea.
I bought it immediately and feel filled
• ( Hari Won) Guys are you thirsty? Hari’s so thirsty. I drink Bacchus and
feel waken up immediately. I continue my busy schedule right now.
Vinh Long fan, wait for me!
• (Phan Anh) My sweeties just bought some blue cans. Wow it’s energy
drink. It comes from Korea. It is extracted from ginseng, royal jelly.
Sounds safe! I open cap and enjoy it. Amazing! Tonight I have a busy
schedule until 0 a.m. I will bring some cans with me and share them
with my colleagues
• (Trấn Thành) Hey guys, Wanna try Bacchus drink ? Delicious & good
price. I immediately drink 2 cans and feel waken up. It may be thanks to ginseng in this drink.
Viral Clip – Idea
Scene Content Detail
1 A driver feels extraodinarily tired after a long-busy day
He steps out of the car,
wipes sweat on forehead,
and heavily walked through the door
2 His wife feels worry about him
His wife feels worry when she saw him extremely tired
3
His wife takes care of him
He sits down & have dinner.
Two Bacchus cans on the table
4 She gives him a bowl with loving eyes
5
After dinner, she looks him in
deep sleep. She strokes his hair
Scene Content Detail
6 He starts another working day
He just sits into position and
immediately finds out two Bacchus cans
7 He feels surprisingly in a short moment and smiles
8 Bacchus’s image & slogan appears
Lời thoại: “Bacchus, cùng vợ
chăm chồng mệt mỏi bằng không” Meaning: Bacchus supports
wife in taking care of her
husband
Viral Clip – Idea (continued)
GDN – Banner – Direction
• Impressive banner resolve around: Korea, full of
energy, relieve tiredness
• Three ingredients appear in banner: Taurine +
Ginseng + Royal Jelly
• Banner on right sites
Banner Demo
MICROSITE
• Brand’s info: ingredients, story in Korea
• Raise the interactive with consumer by big
game
• “Open can – gifts in hand”: users join
microsite’s games and accumulate points
Demo Microsite
Microsite –one page introduction
- Users only need roll down &
and discover all
SUPPORTING TOOLS
Social listening tool
Use keywords to listen to consumer’s reaction & competitors’activities:
- Who is talking about you? Where? When?
- What are they talking about you? Good or bad
- Reaction of community
OFFLINE ACTIVITY (SUGGESTION)
WORD OF MOUTH
Cinema
Bus
Bus station
Stair
Poster on condomnium’s stair or coffee
shop
Message
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi
Premium restaurant
Standee on table
Message
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi
PG delivers sample to
customers with explanation:
“No.1 brand in Korea
Bacchus Đập tan mệt mỏi ”
Affordable restaurant
SPONSOR VIETNAM-KOREA CULTURAL EXCHANGE ACTIVITY
THANK YOU
