nhom 1 - elite young marketers - 2 nd grand presentation
TRANSCRIPT
GRAND PRESENTATION 2.0 YOUNG PILOT
Competition Analysis
The Triangle
AGENDA
Brand Idea
Brand Communication
Idea and Activation Platform
Brand Launching
Plan
Coffee market is segmented to 2 key sub categories:
INSTANT COFFEE and ROASTED COFFEE
INSTANT coffee is a TOUGH market
for new players with 95% market shares
belong to 3 key players Trung Nguyên, Vinacafe & Nescafe
However, in ROASTED coffee market, UN-BRANDED local players dominated
80%.
Roasted coffee market is potential for big players to join in
INSTANT coffee has seen dramatically
over 22% growth per year
ROASTED coffee has seen about
12% growth per year
for a NEW BRANDED player
INSTANT COFFEE will be THE BEST FIRST STEP for us
to PENETRATE the coffee market.
Competition Analysis
3 KEY BIG PLAYERS IN INSTANT COFFEEMARKET
G7 (TRUNG NGUYEN) VINACAFE NESCAFE
MARKET SHARES 28% 32% 35%
KEY PRODUCT G7 3 in 1 Vinacafe 3 in 1 Nescafe 3 in 1 white coffee
TARGET CONSUMER Aged from 18-40 urban cities, office-
working, for their @ office & home
consumption
Key segment: 18-29
Incline to male youngster
Aged from 18-40 urban cities, office-working, for
their @ office & home consumption
Incline to middle-aged
Aged from 18-40 urban cities, office-working, for
their @ office & home consumption
Key segment: 16-24
incline to female youngster
BRAND TRUTH Vietnamese coffee brand with far
richer and fuller flavor, with
authentic coffee aroma
The Vietnamese oldest coffee brand since 1968, the
heritage coffee.
International brand with modern production
technology and authentic coffee
BRAND ESSENCE The world of creative aspiration
Inherit authentic coffee Bring the rich cup of coffee to share happiness
POSITIONING The REAL STRONG coffee for urban
youngster who have real gout (taste)
and want to prove their esteem.
The real AUTHENTIC coffee for male and female
mostly in big cities, BCD, mature, nostalgic
The FRIENDLY TASTY coffee for male and female
aged 16-24 mostly in big cities, ABC, young,
energetic, sociable
BREAKTHROUGH The launch of Wake-Up helped somehow to refresh
the brand with position “coffee for the morning”
The launch of Cafe Viet in 2008 helped to lift it up
No 1 position
G7 (TRUNG NGUYEN) VINACAFE NESCAFE
STRENGTHS o strong supply, thus have cost- favoribility.
o Taste: different taste (strong in favor, the scent) in
comparison with other brands
o The “national” spirit: the Vietnamese coffee for the
Vietnamese people
o great promotion & communication
o impressive packaging
o Strong financial potential
o strong heritage
o strong distribution network
o Strong financial potential
o mostly focus on instant coffee with
considerable investment on R&D
o strong distribution network
o modern packaging
o professional communication
o Strong financial potential
WEAKNESSES o not strong distribution network compare to Vinacafe &
Nescafe
o Packaging: not very aesthetic, contrary: use foreign
models to advertise Vietnamese coffee for Vietnamese
people
o Promotion: too much “national spirit”, which are quite
“heavy” for customers, especially the young generation
o not effective communication,
especially "real coffee from 100%
coffee beans" TVC quite offends
audience.
o boring packaging
o great distribution but fail to create
an emotional connection with
people
o foreign brand
o great selling but less emotional
connection with audience
THE OTHERS PLAYERS IN INSTANT COFFEE MARKET
PASSIONA MAC COFFEE ROCK CAFÉ HIGHLAND COFFEE
MARKET SHARES 4,5%
POSITIONING Coffee of PASSION for passionate WOMEN
which offers concentration and confidence
in their own beauty life.
CONCENTRATION coffee for who
dare to challenge
FINEST coffee beans, individual
system solution, perfect system
service
Promise to serve the BEST
QUALITY COFFEE for
Vietnamese users
STRENGTHS o9 year investment on R&D
oNice communication message for women
oElegant packaging
oFocus on distribution network
oOnce Be well identified by
Eagle image
oFocus on distribution network
oSuitable taste for Vietnamese
oFocus on distribution network
oWell supported by Highland
coffee chain
oFocus on distribution network
WEAKNESSES oCommon light taste
oWeak communication
o Inconsistent communication message
oWeak brand message
oWeak communication
o Not strong and different
communication message from
competitors
o Weak communication
oDo not have a clear
communication message to
differentiate from competitors
oWeak communication
CONCLUSION
Products are roughly equal in quality in instant coffee market, the BIG PLAYERS are the ones who have DIFFERENT brand message and more invest on COMMUNICATION.
The already owned essence: STRONG, GOOD TASTE and AUTHENTIC
To penetrate the instant coffee market we need to figure out an innovative essence different from those STRONG, GOOD TASTE and AUTHENTIC.
Category Truth
INSTANT COFFEE is mostly recognized as a FRIENDLY, DAILY AND COMMUNICATION LEADING drink
Not as creative, inspiring, classy, masculine… as general assumption of COFFEE
Category Truth
Of INSTANT coffee, not just coffee
LIFESTYLE - COMMUNITY
Our short, simple research conducted on Facebook with only one question: “Why don’t you drink instant coffee?” has found one simple and mostly agreed
asnswer: “It’s as flat as water.”
Category Truth
The weakness of the
CATEGORY: flat taste
Rich flavor RTB: innovative proccessing method and secret ratio to enhance the richness – the innovation to stand out from
category’s weakness
Product truth
Men and women
Aged 20-29 – ABC - mostly in big cities
Drink coffee 3 times a week
Consumer Truth
Why target 20-29?
70% have not settled down with any instant
coffee brand
Account for 46.6% of Vietnam’s population
(gso.gov.vn) Struggling, hestitaing to express their care of
each others
Consumer Truth
Desk Research
FTA research on life style and purchasing and behaviour of Vienamese youngsters aged 30-35
They appreciate the time they
can spend with their beloved
Loneliness has become the problem
of the age
But don’t concern much the way to
express their love, their care
It’s the space for a brand to step in, giving them a way to express their care,
remind them of the magic of care
Insight: I want a mean to express my care
Concept: The representative of care
Consumer Truth Innitial
Insight - concept
Consumer Truth
Insight - concept test
Method: IDI - Type: Insight - Concept test
Objective
Action Standard
+ Sharpen insight. + Area to improve current concepts.
Concept is to deliver these on target users: + Message take-out at spontaneous level + Budget intend at spontaenous level + Insight relevancy, concept credibility and uniqueness
Taget
+ Men & Women 20-29. Class ABC. + The one who
decide to buy & drink
instant coffee. + Open with instant drink.
+ U&A about coffee - Usage habit? - Need for coffee in general life? - Perception toward Instant coffee? (Is that meet their need? Why? Why not?) - Any instant drink product that expect to have? - Coffee barrier?
+ Area to improve current concept - Does our Insight relevant with consumers? - What is the key driver of the concept that make they buy our product? - Is our product Appealing? What do they expect when hearing about concept? - What’s the Differentiation that they like about our product? - Does our Benefit Offer meet consumers’ expectation?
Detailed key findings
Consumer Truth Insight
Why they say A cup of coffee can represent people’s care of each other
Why they do A little care in this busy
lonely life can be heartwarming and
treasury
“It would be great with a cup of coffee made by mom every
morning.”
“Whenever receiving a cup of coffee made by co-worker, I
feel really happy.”
What they say It would be great if
someone makes me a cup of coffee
everyday
“I appreciate every little things my
friends made for me.”
BUT simple things like a cup of instant coffee tends to get too flat
to represent the care. I wish there was a type of instant coffee that
is rich enough to express the taste of my care.
I am in need of a simple mean to
express and remind me of the care in this
busy lonely life
Brand Truth
Category truth
Consumer truth
Authentic coffee that has Rich flavor
LIFESTYLE - COMMUNITY I wish for a rich taste to represent my care
The triangle
“I am in need of a simple mean to
express and remind me of the care in
this busy lonely life, BUT simple
things like a cup of instant coffee tends to get too flat to represent the care. I wish there was a type of instant coffee
that is rich enough to express the taste of my
care.
BRAND’S CONSUMER INSIGHT
Brand Idea Brand essence
ENRICH the taste of CARE
It gets so awkward to express how you care about other people
Care is an abstract expression that needs actions to be
understood
Let our little cup of coffee be that action Let our coffee enrich your care so that it can be tasted
Let’s together remind this cold busy world of the story of care
Provide what
need To whom Different by Reason to
believe
Provide real coffee with
RICH FLAVOR
Heavy coffee drinkers aged
20-29,
located in big cities, ABC,
want to find away to
express the care
Being the first instant coffee
brand to own the
platform of care with
strong flavor to support
The
authentic source of
coffee and technology
that can enhance the richness of
coffee
Brand Idea Brand positioning
ENRICH the
TASTE OF CARE
Real coffee with long rich taste
Fierce from strong global and local brands
Direct: G7, Nescafe, Vinacafe
Indirect: Phuc Long, Passio
- ABC - 20-29 YO Behavior & attitude: drink coffee want to Express their care with coffee
I wish for a rich taste to represent
my care
Functional: RICH flavor thanks to special processing method and proportion Emotional: help you express your care with the equal richness
Caring Sweet
Warm, rich
Being the first instant coffee brand to own the platform of care with strong flavor to support
The authentic source of coffee and technology that
can enrich the taste
Brand Idea Brand Key
Brand Communication
idea
The cup of care The visualized, heartwarming message
Reminding to sincerely condense the caring into one single, simple, endearing cup of good coffee Connecting hearts and hearts
Brand Activation Platform
The caring experience
Brand Launching Plan
Objective Raise awareness of the Brand - Drive trial, purchase
Key target Office workers
Typical sufferers of the problem we’re tackling
Big instant coffee consuming community
Big Idea Master concept
I you
Make your care “taste-able” with our coffee
Not I care about you
But I COFFEE you!
Attaching the word coffee with a special expression of care, owning this unique platform
Partners As a new comer, key endorser and media parter is crucial to
gain awareness
Why Thanh Bùi? Appropriate celebrity to
attract officers Caring, open, friendly,
endearing image
Why 2 Đẹp? Femail Officers’ lover
(the “caring” subject is more attractive towards female)
Strong platform (relation with 2! Sinh viên, YanTV)
Caring for co-worker makes the office such a comforting experience, but it’s just awkward for officers to express the care
Express the care in a RICH, endearing way
Insight Brand Role
Let’s use our RICH coffee to express your care
I COFFEE you
Message
Concept
Imagine using coffee cup to express your care
Experience expressing the care with our coffee
Celebrate the RICH effect of endearing care
Key Message
I COFFEE you MV The Sampling tour “I Coffee you” The 2Dep! care issue Key Hook
TVC Viral MV
2Đẹp featured storyboard Advertorials, SEO, Facebook ad
Corporate PR
Application Advertorials, SEO, facebook ads
Corporate PR
The 2Dep! care issue Advertorials, SEO, facebook ads
Corporate PR
Key Channels
Consumer Journey
Awareness Engagement Advocacy
A colleague smiles & wishes him a happy day, before he wishes her back, she walks
away.
A man wakes up. Everyone hugs a friend to say goodbye but he just
awkwardly stands outside.
His wife helps husband with necktie & he wants to say
“Thanks Honey” but he just nod & walk away.
I U
VIRAL MV story board
Product demo : coffee beans, flavor scent of the coffee rich as the man's caring.
He gives the coffee to the colleague & they smiles
“I you” turn into “I coffee you”
He gives the coffee to the friend & that friend comes to hug him.
He give the coffee to his wife & she says “thanks
Honey”
Facebook application Office care MT sampling
Send your story of hoping to express the care to someone at your office -
fill in the sentence “I COFFEE …” with the name of your office to win a
chance to have your office treated with a coffee break and a “I coffee
you” T’shirt
Deliver the treat of Office coffee surprisingly to the office. People at the office will hold their cups and
shout out “I coffee you” – take picture. Give the office a box of our
coffee as long term promise
Fill in the form of “I COFFEE …” with the name of your beloved to get a
chance to win a “I coffee you T’shirt” and have your cup of care delivered
to that person with our gift box
Office building
Working shift:
Morning: 7:00-9:00
Noon: 11:30-14:00
Late afternoon: 16:30-18:00
Key element:
1. Dry Sampling package
2. Wet sampling cup
3. Sampling uniform
4. Brochure
5. Caring coffee Home
6. In-store merchandising: shelf talker/wobblers
(only for supermarket)
Approach
- Quick introduction – give sample – deliver brochure
1- approach TA going around Caring coffee home
2- approach TA at Caring coffee Home
3- approach TA at their office via reception (only for office building)
MT – shopping mall MT – super market
Working shift
Fri – Sun: full day sampling
Morning: 9:00-15:30
Evening: 15:30-21:00
Working shift:
Mon – Fri: only evening sampling 15:30 – 21:00
Sat – Sun: full day sampling
Morning: 9:00-15:30
Evening: 15:30-21:00
CHANNEL SAMPLING
OFFICE channel (Office buiding, magazine)
• Build brand image
• Drive trial
MT channel (Mall, supermarket)
• Build brand image
• Drive trial
• Drive sales
• HN, HCM,
• Dry, wet
• HN, HCM,
• Dry , wet
The “I COFFEE YOU” issue
Recap office and MT “I COFFEE you” tour Sharing the role of
coffee in connecting
Feature stories of Care that was helped to express with our coffee
1. TVC: Our target in HCMC is Males 29-35,
TVC aired during 3 weeks:
- 89% 1+ reach.
- 60% effective reach at 3+.
Total cost: 13 bil.
2. Sampling: The effectiveness based on:
- Reach: 90% people at booths.
- Purchase: 70% purchase product
after trying.
- Quota 500,000 samples.
- Trustworthy high, 80% believe in
RTB.
Total cost: 2 bil.
3. Digital: - 96% 1+ reach.
- 60% effective reach at 3+.
Total cost: 2 bil.
4. Cost for POSM, PR: 10 bil.