GRAND TESTTRẦN QUỐC THIÊN AN

1.BACKGROUND2.SEGMENTATION3.CONSUMER INSIGHT4.PRODUCT CONCEPT5.BRAND CONCEPT

BRAND IDEABRAND POSITIONING

6.LAUNCHING PLAN

AGENDA

BACKGROUND

Ngành hàng trà uống liền tuy là ngành hàng khá mới, nhưng đã nhanh chóng trở thành ngành hàng có doanh số đóng góp lớn nhất trong thị trường NGK với đòn bẩy tăng trưởng là “tốt cho sức khỏe và giàu tính giải khát” với doanh số ước tính khoảng 11,000 tỉ đồng (2013). Ngành hàng trà uống liền hiện nay bao gồm 2 phân khúc chính: trà xanh và trà thảo mộc. Trong đó, phân khúc trà thảo mộc có tỷ trọng doanh số đóng góp khoảng 20% và vẫn đang tăng trưởng tốt. Phân khúc trà thảo mộc chủ yếu được dẫn dắt bởi nhãn hàng trà thảo mộc Dr.Thanh với thông điệp truyền tải: “Trà thảo mộc Dr.Thanh với 9 loại thảo mộc cung đình, giúp thanh nhiệt cơ thể không lo bị nóng”, gần đây có thêm sự tham gia của Vinamilk với trà nấm linh chi – Lincha. Trong khi đó, phân khúc trà xanh có mức cạnh tranh rất gay gắt với sự tham gia của nhiều nhãn hàng như: Không Độ, C2, Real-leaf, Tea Plus, Lipton Pure Green.

OPPORTUNITY

Its time for trend of

HEALTHY DRINK

Key brand in healthy drink

TastyHealthy for long term benefit (good for heart, anti cancer, v.v…

Immediately benefit that supplement ion lost through daily activities But not good taste

SEGMENTATION

Target consumer: 18-30Bull eyes target: 18-22, urban, ABC, modern, young, ambitious, active…

As a young Vietnamese with ambitious dreams for the future, I am really hurt when my surrounding people only do for their immediately benefit in their daily life. They do not care about the long term vision which is more significantly important.

I always seek for a sustainable life which combines short term benefit and long term benefit.

Especially for drinking, I want a ready-to-drink that can quench my thirsty immediately and being good for my health in long time.

CONSUMER INSIGHT

PRODUCT CONCEPTTEA + ion

Tea’s benefit + ion benefit

LONG TERM benefit

IMMEDIATELY benefit

The 1st ready to drink tea supplement ion that helps you recover yourself immediately and

have long term healthy thanks to real tea leaf

iTEA

FUNCTIONALBENEFIT

EMOTIONALBENEFIT

Recover yourself immediately with ion supplement and

sustain your long term living with real tea leaf

Inspire you seeking for sustainable living which combines short term benefit and long term benefit

BRAND ESSENCE

Brewing your sustainable

living

BRAND POSITIONING

Provide what need To whom Different by Reason to

believe

Supplement ion for your immediately recover and real tea leaf

for long term healthy benefit

18-22, ABC, urban, young Vietnamese with huge

ambition for future seeking

for a sustainable life

The first ready-to-drink tea

supplement ion

Authentic source of tea leaf and

strong technology that

can produce innovation tea

with ion supplement

Product: combine real tea leaf and

essential ion

Price: 10.000 VND

Place: mass distribution

(supermarket, grocery,

convenience store, wet market )

Packaging: modern, active

design

Promotion

LAUNCHING PLAN

Generate brand awareness and build strong equity:Functional: iTEA recovers yourself immediately with ion supplement and sustain your long term living with real tea leafEmotional: Inspire you seeking for sustainable living which combines short term benefit and long term benefit

Trigger consumers to trial and buy the product

CAMPAIGN OBJECTIVE

COMMUNICATION MESSAGE

DESIRED RESPONSE

iTEA is the 1st ready to drink tea in Vietnam offers ion supplement and real tea leaf for your immediately benefit and long term benefit

Tas feel close to iTEA and understand its benefitWilling to trial and purchase

TARGET AUDIENCE

CONSUMER INSIGHT

18-22, urban, ABC, modern, young, ambitious, active…

As a young Vietnamese with ambitious dreams for the future, I am really hurt when my surrounding people only do for their immediately benefit in their daily life. They do not care about the long term vision which is more significantly important.

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

20-29 YO20-29 YO

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

BRAND RELEVANCY

iTEA Inspire you seeking for sustainable living which combines short term and long term benefit

iTEA you

CONCEPT

Deployment plan

Let’s live sustainably with iTEA

iTEA you

Message

Concept

Is it importance for sustainable living?

Let live your sustainable life with iTEA

Celebrate the living sustainable life with iTEA

Key Message

Social debate The Sampling tour “ITEA you” “iTEA you” singleKey Hook

TVCViral clip

iTEA facebook pageAdvertorials, SEO, Facebook

adCorporate PR

ApplicationAdvertorials, SEO, facebook

adsCorporate PR

Influencer

Advertorials, SEO, facebook ads

Corporate PR

Key Channels

Consumer Journey

Awareness Experience Advocacy

Create a social debate about short sighted of Vietnamese youth Social debate

SAMPLING TOUR

Key element:1. Dry Sampling package

2. Wet sampling cup3. Sampling uniform

4. Brochure 5. In-store merchandising: shelf talker/wobblers

(only for suppermarket)

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

Working shift: Morning: 7:00-9:00 Noon: 11:30-14:00 Late afternoon: 16:30-

18:00

SAMPLING FLOW- Quick introduction – give sample – deliver brochure

1- approach TA going around2- approach TA at booth

3- approach TA at their office via reception (only for office building)

Working shifFri – Sun: full day sampling Morning: 9:00-15:30 Evening: 15:30-21:00

Working shift:Mon – Fri: only evening sampling 15:30 – 21:00Sat – Sun: full day sampling Morning: 9:00-15:30 Evening: 15:30-21:00

OFFICE BUILDING MT – SHOPPING MALL MT – SUPER MARKET