elite program grand test - phuong vi

GRAND TEST

RTD TEA

AGENDA

Background & business overview Segmentation – Insight

Brand idea Launching plan

Background overview

Market overview Competitor overview

Business background – opportunity - ambition

Background overview - Market overview

Tea: - The world's 7th largest & high – quality producer of tea BUT 90% is raw export - The original region of some styles of tea, such as lotus tea, scented with lotus blossoms,

white tea… - Hotspot: Vietnamese tea – drinking culture

RTD: - Average increase in 20% per year in 5 recent years - Annually consume 3 litters / person huge potential for investors

RTD Tea: - The preferred soft drink thanks to its healthy positioning - Mostly consumed by groups of consumers 10-40 years-old: - Children: drinking at break time at school - Adults: drink RTD tea after work when getting together with friends / at lunch time after

four hours of work in the morning to gain energy.

Background overview - Competitor overview

Tân Hiệp Phát (41%

of the market)

Trà xanh không độ

Dr. Thanh

URC

C2

Pepsico

Lipton Pure

Green

Positioning Healthy with added

minerals

Cool & clean with

green tea from

Thai Nguyen

Truly high

quality green

tea

Strong point Packaging,

“Bombing”

advertising,

distribution

Fresh & youthful

positioning &

campaign,

distribution

Distribution

Background overview Business background – opportunity - ambition

Background: A large FMCG corporation with the advantage of capital & distribution

Opportunity: RTD Tea for youngsters with a new kind of RTD mineral tea: a combination of RTD & traditional tea

Ambition: - Gain awareness & consumption from target customers - Account for 15% of the market in the first 2 years

Segmentation – Insight

Target consumer Concern & behavior

Insight

Segmentation – Insight Target consumer

• Youngsters in Vietnam, both male & female, mostly urban &

• 20 – 26 y.o (2 last years in university & first 5 years working in the professional fields)

• Youthful, fresh, energetic, active, busy & quite stressful life

• Spend most of their time on studying/working in school/office with friends/co-workers

• Live with a traditional plus modern lifestyle: eager to adapt but still appreciate the tradition

• High awareness on health concern, want fast/easy/RTD BUT still healthy drinks

Segmentation – Insight Insight

What they say: I prefer drinks that are pure with traditional favor Why they say: The messy in claiming the component with various added minerals

What they do: Regularly consume soft drinks, especially RTD tea, and

choose the ones with healthy positioning

Why they do: Due to the need of water & refreshment (hot climate

& stressful working/studying environment) merging with health concern

Brand idea

Brand idea Overall truth

Brand positioning – 6P

Brand idea - Brand idea

The RTD Lotus Tea Why lotus? The traditional essence of tea that

has a culture, a story to tell Pure & light favor Benefits: Release stress & calm

the mind

Brand idea - Overall truth

Category truth: Tea – how you calm your mind Brand truth: Lotus tea – best way to release stress & calm your mind from its pure favor Consumer truth: I want a refreshment for my busy & stressful studying & working environment BUT many recent soft drinks, especially RTD tea are quite strong in favor and I am quite confused with their “healthy positioning”. I wish there was a healthy RTD tea which has authentic traditional favor

Brand idea - Brand positioning – 6P

Brand essence: The calm of purity Differentiation: The pure favor (light) Reason to believe: The traditional lotus tea culture Brand communication: Purify yourself Brand positioning: The purest tea for calming

Brand idea - Brand positioning – 6P Product: Pure & light in favor with tender lotus smell Packaging: Elegant in design Price: Affordable but high (about 15,000 – 17,000vnđ) Place: Mostly in the studying & working environment where we can reach target consumers Promotion: Campaigns with deep & traditional tone & mood Proposition: Calming you down with the purest favor

Launching plan

Objectives Target consumer + insight

Big idea Deployment plan

Launching plan - Objectives

Gain awareness of a new & unique RTD tea that is truly pure & light in favor

Encourage youngster (white collar) to try out & feel the differentiation

Raise the awareness & appreciation for the traditional favor of lotus tea & its benefits

Get the white collar who are always full of stress to enjoy the pure favor of our RTD Lotus tea in order to calm their mind by awaken their sense of this traditional tea

Launching plan - Target consumer + insight

- Who: Youngsters in Vietnam,

both male & female, mostly urban &

- 20 – 26 y.o (2 last years in university & first 5 years working in the professional fields)

- Spend most of their time on studying/working in school/office with friends/co-workers

Launching plan - Target consumer + insight

- Have the habit of drinking from lunch time to the late afternoon after long hours of

working / studying in the morning to gain energy & release stress

- Insight: I want a refreshment for my busy & stressful studying & working environment BUT many recent soft drinks, especially RTD tea are quite strong in favor and I am quite confused with their “healthy positioning”. I wish there was a healthy RTD tea which has authentic traditional favor

- Touch point: The afternoon of a white collar - The moment of releasing & calming

Launching plan - Big idea

Big idea: The tender afternoon Communication idea: Calm your mind tender Duration: 3 months Place: 6 biggest cities (HCM, Ha Noi, Can Tho, Nha Trang, Da Nang, Hai Phong

Launching plan

Deployment plan

Phase 1: Trigger

Key hook TVC

Message The stressful afternoons – white collar nightmare

Platform/tool PR - Digital & Social

Action - Editorial: The stressful afternoons, the tradition & benefit of lotus tea

- TVC

Launching plan

Deployment plan

Phase 2: Engagement

Key hook The

Message It’s time to calm your mind tender with RTD Lotus Tea

Platform/tool Sampling - Digital

Action - Sampling idea: The lotus booth - Facebook application: The Lotus application to release yourself

Launching plan

Deployment plan

Phase 3: Amplification

Key hook Viral clip

Message Celebrate the tender afternoon

Platform Social

Action - Viral clip at the Lotus booth

PHƯƠNG VI