young marketers elite rtd tea campaign hieu hieu

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GRAND TEST HIEU HIEU READY – TO - DRINK TEA LAUNCHING PLAN

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Page 1: Young marketers elite rtd tea campaign hieu hieu

GRAND TEST

HIEU HIEU

READY – TO - DRINK TEA LAUNCHING PLAN

Page 2: Young marketers elite rtd tea campaign hieu hieu

AGENDA 1.BACKGROUND 

1.1 Market review1.2 Market’s potential1.3 Business background1.4 Business ambition

2. BUSINESS OPPOTUNITY2.1 Competitor review2.2 Main competitor review

3. SEGMENTATION3.1 Segmentation3.2 Target consumer

4. OVERALL TRUTH 4.1 Category Truth4.2 Consumer Truth 4.3 Product/ Brand Truth

5. CONSUMER INSIGHT6. 6P7. COMMUNICATION

IDEA7.1 Brand activation platform7.2 Brand activation idea

8. LAUNCHING

Page 3: Young marketers elite rtd tea campaign hieu hieu

RTD tea remained the most consumed type of soft drinks in Vietnam. RTD tea attracts consumers for its naturally healthy image. Vietnam has been a traditional tea-drinking country, with many people drinking tea regularly. 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. Estimate profit 2013 is 11,000 billions VND.

MARKET REVIEW

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.

MARKET’s POTENTIAL

BACKGROUND

Page 4: Young marketers elite rtd tea campaign hieu hieu

Being a strong company in Food & FMCG categories with strong finance capable & placement system. We want to widen our category in soft drink – potential category & we want to start with RTD tea category first .

BUSINESS BACKGROUND

Become the first brand of real – tea that get consumer’s trustLeading in market share for office – staff in 2 years launch.

BUSINESS AMBITION

BACKGROUND

Page 5: Young marketers elite rtd tea campaign hieu hieu

Tan 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. Together with Tan Hiep Phat, C2 - URC, Real leaf – Cocacola , Lipton pure green , Tea + of suntory Pepsico also strong & entrence competitors in this category.

COMPETITOR REVIEW

BUSINESS OPPOTUNITY

We define 03 groups in this category are : normal thirsty – quenching, heating release, diet

MAIN COMPETITOR REVIEW

In this group, leading group is Zero Degree Tea, C2 series,….

They focus on product’s functional.They have some bad feedbacks from consumers about not original tea leaf

In this group, Dr Thanh & Tea plus get more advantage most not only by their strong

advertising but also their growth of sale. They all have a strong placement channel that cover

all over the country.

Thirsty quenching

Heating release +

diet

Page 6: Young marketers elite rtd tea campaign hieu hieu

We focus on these person who care about their career, their image and a good health for them to reach their goal in life & work

SEGMENTATION

SEGMENTATION

Office staffs, who care about their health Urban Youth, 22-29 years old Class ABC Live in urban cities (HCMC, HN,CT,DN,HP,NT)

TARGET CUSTOMER

RTD tea U&A:- Drink RTD as a way to fill in thirsty – quenching and good for their health. They think RTD tea can replace the pure water- Frequency: 1-2 times/day- Consumption: approx. 1 bottle/use - Drink when ever they feel thirsty ( lunch, going outside , hot weather )- They drink personal & with friends, sometime they buy for the ohters friend to enjoy together-- Afraid of being used not quality product- They begin to skeptical about quality of RTD tea by many bad feedback raised & discover on the media channel.

Profile:- Office staffs, who care about their health- Urban Youth, 22-29 years old- Class ABC- Live in urban cities (HCMC, HN,CT,DN,HP,NT)

Life concerns & habits:-Concerns about the work and goals in work.- Looking for a good life, stable family & ideal job with high salary.- Love studying & experience more to prove themselves and get more of life.- They care about belonging to a group in their life

Page 7: Young marketers elite rtd tea campaign hieu hieu

OVERALL TRUTHCATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND

TRUTH

ConvenientBring everywhereEasy to drink Thirst – quenchingEasy to storeBetter than pure water“RTD tea that I can fill in my thirst –

quenching after a drink, a little sweet, tea tasting & ice make I feel enjoy immediately- especially I can keep it and use the next time”

Functional:• Thirst – quenching• Good for health• Original & fresh

ingredients• Tangible the fresh of

RTD teaEmotional: Offer a high level look of a RTD teaWe are original & fresh ingredients

“As a young modern, confident & ambitious generation, I drink a fresh and ice RTD tea make me feel thirst – quenching that good taste,safe and good for my health, I also believe in that even when there are some news about ingredients of these kinds of RTD tea.”

Page 8: Young marketers elite rtd tea campaign hieu hieu

What they say

Why they do

Why they say

What they do

“I want something to fill in my thirst – quenching that good for my healthy is a add point .”

They care for health because they recognize that they only can work good & reach their goal by a good health

I drink RTD tea because I think It’s better than cabonhidrat drink & good taste than pure water

They believe tea is good – that why all product from tea is good too

INSIGHT What is the attitude & behavior of TC to RTD tea?

In a busy life that I have too many goals have to be reached, I need a good health to push myself forward. I want to drink products that good for my health but

easy , convenient & good taste that can replace complex steps like smoothies,

fruits everyday.

Page 9: Young marketers elite rtd tea campaign hieu hieu

6PS TO SUM UPPRODUCT

MIX TEAGREEN – FOR ORIGINALOriginal from fresh tea leafThat have a neck tag out side with tagline “ Drink the pure & original from tea leaf

Page 10: Young marketers elite rtd tea campaign hieu hieu

6PS TO SUM UPPRODUCT

MIX TEARED – FOR PERFECT HEALTHApple tea – mixing the benefit of apple & tea that give you not only a good & fresh taste but also a perfect health

Page 11: Young marketers elite rtd tea campaign hieu hieu

6PS TO SUM UPPRODUCT

MIX TEABLACK – FOR STRONGWhat do you think about the perfect combination of coffee and tea ? Strong men, pick one and enjoy your working more effective.

Page 12: Young marketers elite rtd tea campaign hieu hieu

The first one launch is bottle with inspire packaging & tangible ingredients – that perfect for heath & good taste.Price : 20,000 VND

Place

Focus on mass distribution in both modern & traditional channel ( Supermarket, Convenience store , Circle K , Shop and Go , Market, small stores,…)Especially in vain machine in the office buildings , shopping mall

Place – Packaging - Price6PS TO SUM UPPLACE – PACKAGING - PRICE

Packaging

Page 13: Young marketers elite rtd tea campaign hieu hieu

The first one launch is bottle with inspire packaging & tangible ingredients – that perfect for heath & good taste.Price : 20,000 VND

Proposition

Place – Packaging - Price6PS TO SUM UPPLACE – PACKAGING - PRICE

We want our customer have the perception that we are “Original + Fresh Ingredients”

Page 14: Young marketers elite rtd tea campaign hieu hieu

COMMUICATION IDEA& BRAND ACTIVATION PLATFORM

BRAND BIG IDEA

COMMUNICATION BIG IDEA

CAMPAIGN BIG IDEA

ACTIVATION PLATFORM

ORIGINAL +

FRESH INGREDI

ENTS

TANGIBLE ORIGINAL +

FRESH INGREDIENTS

ORIGINAL + FRESH INGREDIENTS

BARTENDER

Page 15: Young marketers elite rtd tea campaign hieu hieu

Only real things give you a good health

Experience the tangible original + fresh ingredients

Viral activities Sampling

PR, news, screen stream

Sampling, TVC , OOH, Social PR, event, PR

Key message

Key hook

Key Channels

ORIGINAL + FRESH INGREDIENTS

Trigger Engage

DELOYMENT PLAN

Real things, good health

TV series

TV, Social PR, digital

AmplifyRaise the problem

about health of many people nowaday

Give experiences about tangible original + fresh

ingredients

Objective

Multiply the effect of integrated mkt activities + leverage the tangible

original + fresh ingredients

Page 16: Young marketers elite rtd tea campaign hieu hieu

BUDGET & TIMING

30.000.000.000 VND

June - September 2014

Page 17: Young marketers elite rtd tea campaign hieu hieu

KPIs

- Reach 50% target audiences’ attention & awareness- Engage 30% target audiences’ reaction & interaction- Earned media (30% media value compare to all media effort)

Page 18: Young marketers elite rtd tea campaign hieu hieu