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RTD TEA
AGENDA
Background & business overview Segmentation – Insight
Brand idea Launching plan
Background & business overview
Market overview Competitor overview
Business background – opportunity - ambition
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.
Competitor overview
Healthy with added minerals
Packaging, “Bombing” advertising, distribution
Truly high quality green tea
Cool & clean with green tea from Thai Nguyen
Fresh & youthful positioning & campaign,
distribution
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
Segmentation Insight
Segmentation
• Youngsters in Vietnam, both male & female, mostly urban & working in the professional fields
• 20 – 30 y.o – age with the most hard - work
• 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
Insight
What they say: I prefer drinks that are pure with traditional flavor 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 Brand positioning – 6P
Brand idea
The RTD Lotus Tea Why lotus?
The traditional essence of tea
that has a deep culture & a whole story to tell
Pure & light in flavor Benefits: Release stress & calm
the mind
Category truth Tea – how you calm your mind
Brand truth
Lotus tea – best way to relieve stress & calm your mind from its pure flavor
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 flavor and I am quite confused with their
“healthy positioning”. I wish there was a healthy RTD tea which has authentic traditional flavor
Brand idea
Brand idea
Brand essence: The purity Differentiation: The pure & light flavor Reason to believe: The traditional lotus tea culture Brand communication: Purify yourself
Brand positioning – 6P
For the young white - collar
To calm them down
With the pure & light flavor
Of the traditional lotus tea
To whom What need How different By what
Brand positioning – 6P
Product: Pure & light in flavor with tender lotus smell Packaging: Elegant in design Price: Higher but still affordable (around 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
Objectives
Gain awareness of a new & unique RTD tea that is truly pure & light in flavor
Encourage the young white collar to try out & sense the differentiation
Raise the awareness & appreciation for the traditional favor of lotus tea & its benefits
Get the young white collar who are always full of stress to enjoy the pure flavor of our RTD Lotus tea in order to calm their mind by awaken their sense of this traditional tea
Target consumer + insight
• Youngsters in Vietnam, 23 – 28 y.o, both male & female, mostly urban & working in the professional fields
• Youthful, fresh, energetic, active, busy & quite stressful life
• Spend most of their time on working in the office
• 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
Target consumer + insight
Have the habit of drinking from lunch time to the late
afternoon after long hours of working in the morning to gain energy & release stress
Touch point: The afternoon of a white collar - The moment of releasing & calming
Insight for campaign: The afternoon is the most exhausting period when I am most discouraged from work. The hot, stressful and tiring afternoon is always my daily “nightmare”. I wish there was a refreshment so that I could go on working effectively
Launching plan - Big idea
Big idea The tender afternoon Communication idea Purify the afternoon shadow Duration 3 months Place Biggest office buildings in 6 biggest cities (HCM, Ha Noi, Can Tho, Nha Trang, Da Nang, Hai Phong)
Deployment plan
Raise awareness on the daily awful afternoon
Engage people to try out the new refreshment
Celebrate the daily tender afternoon
The daily awful afternoon is suck, we have to find our
refreshment before it bored you to die
Let’s purify your afternoon with our Lotus Tea
Let’s celebrate the tender afternoon moments
Viral clip: “What’s your worse time of the day”?
TVC & digital sampling tour Viral V-blog &
mobile application
Editorials, viral clip sharing on social networks
TVC, sampling tour, advertorials, editorials, SEO,
SEM,
Influencers, viral V-blog sharing on social networks,
mobile application
Awareness Engagement Amplification
Objectives
Key message
Key hook
Tactics
Deployment plan
Raise awareness on the daily awful afternoon
The daily awful afternoon is suck, we have to find our
refreshment before it bored you to die
Viral clip: “What’s your worse time of the day”?
Editorials, viral clip sharing on social networks
Awareness
Objective
Key message
Key hook
Tactics
Testimonial clip on telling what is the worse time of the day,
the reason why and their wishes to get rid of
Key media channels
Deployment plan
Engage people to try out the new refreshment
Let’s purify your afternoon with our
Lotus Tea
TVC & digital sampling tour
TVC, sampling tour, advertorials, editorials,
SEO, SEM,
Engagement
Objective
Key message
Key hook
Tactics
Digital sampling tour with the Lotus booth:
Like fanpage to receive a Lotus
Tea in return
Lotus booth where officers can sit down, drinking, chatting with friends to have a break in the afternoon
Key media channels
Deployment plan
Celebrate the daily tender afternoon
Let’s celebrate the tender afternoon moments
Viral V-blog & Mobile application
Influencers, viral V-blog sharing on social networks,
mobile application
Amplification
Objective
Key message
Key hook
Tactics Key media channels
V-blog “Trưa mệt thì phải làm gì?” Mobile application: A healthy application where you
can measure your stress level, tool to arrange deadlines, tips for health…
PHƯƠNG VI