ym2 grandtest van
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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