GRAND TEST

HIEU HIEU

READY – TO - DRINK TEA LAUNCHING PLAN

AGENDA

1.BACKGROUND

1.1 Market review

1.2 Market’s potential

1.3 Business background

1.4 Business ambition

2. BUSINESS OPPOTUNITY 2.1 Competitor review

2.2 Main competitor review

3. SEGMENTATION 3.1 Segmentation

3.2 Target consumer

4. OVERALL TRUTH 4.1 Category Truth

4.2 Consumer Truth

4.3 Product/ Brand Truth

5. CONSUMER INSIGHT

6. BRAND IDEA

6.1 Brand positioning

6.2 Brand essence

6.3 Brand key

6.4 6P

7. COMMUNICATION IDEA 7.1 Brand activation platform

7.2 Brand activation idea

8. LAUNCHING

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

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 trust

Leading in market share for office – staff in 2 years launch.

BUSINESS AMBITION

BACKGROUND

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

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.

- 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 desire the success &

balance in life with their relation in life and

career

- Urban Youth, 22-29 years old

- Class ABC

- Live in urban cities (HCMC,

HN,CT,DN,HP,NT)

TARGET CUSTOMER

Life concerns & habits: - Concerns about the work and goals in work, desire in balance

between career & life

- 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

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 others friends 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.

OVERALL TRUTH

CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH

Convenient

Bring everywhere

Easy to drink

Thirst – quenching

Easy to store

Better 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: • Reduce tipsy after 5 minutes

• Good for health

• Original & fresh ingredients

• Tanin element in tea match with taste

& smell of kumquat make you wake

up and back to home.

Emotional: Make you feeling free to enjoy all of

moments with your friends

“As a young modern, confident &

ambitious generation, I not only have to

try my best to reach my goals in my

career path but also I need to balance my

relation network between career & life.

Hangout & have a drinks become our

culture but I don’t want to be drunk that

cannot control myself after that”

What they say

Why they do

Why they say

What they do

“I want to be happy in life & success with my career . That is the reason why I want to balance & control all of things”.

They want to success and want to balance life & career by the effort maintain their social network beside their effort in career.

Hang out with friend, colleagues , clients and have some drink.

They believe that a little bit alcohol will make them get closer and they feel free to share everything with each other.

CONSUMER INSIGHT

What is the attitude & behavior of TC to RTD tea? “As a young modern, confident & ambitious

generation, I not only have to try my best to

reach my goals in career but also I need to

balance my relation network between career &

life. Hangout & have a drinks become our

culture but I don’t want to be drunk that

cannot control myself after that”

brand positioning

To whom

• Office staffs, who desire the success & balance in life with their relation in life and career

• Urban Youth, 22-29 years old • Class ABC • Live in urban cities (HCMC,

HN,CT,DN,HP,NT

What need

I need to balance my relation network between career & life.

Hangout & have a drinks become our culture but I don’t

want to be drunk that cannot control myself after that”

R2B

Original & fresh ingredients

Tanin element in tea match with taste & smell of kumquat make you wake up and back to home.

Uniqueness

Reduce drunk after 5 minutes by the combination

between tanin element in tea leaf with smell & taste of

kumquat

Brand idea - brand essence

BRAND ESSENCE

Fullness your enjoyable moments

(Cho cuộc vui luôn trọn vẹn)

Category

Truth

Brand Truth

Consumer

Truth

“As a young modern, confident &

ambitious generation, I not only have to

try my best to reach my goals in the

future but also I need to balance my

relation network between career & life.

Hangout & have a drinks become our

culture but I don’t want to be drunk

that cannot control myself after that”

Convenient

Bring everywhere

Easy to drink

Thirst – quenching

Easy to store

Better than pure water

Functional: • Reduce tipsy after 5 minutes

• Good for health

• Original & fresh ingredients

• Tanin element in tea match with

taste & smell of kumquat make you

wake up and back to home.

Emotional: Caring your enjoyable moments

Brand idea - brand key

Brand

Essence

Fullness

your

enjoyable

moments

Solution for youth control themselves after have

fun with friends

Good taste & nice packaging

Competitors

environment Tough,

with strong

competitors

Target Office staffs. Urban Youth, 22-29.

Class ABC

Live in urban cities

Root Strength

Insight “As a young modern, confident & ambitious

generation, I not only have to try my best to reach

my goals in career but also I need to balance my

relation network between career & life. Hangout &

have a drinks become our culture but I don’t want

to be drunk that cannot control myself after that”

Benefit

Functional : Control

yourself with free

enjoy your fun

Value, Belief

& Personality R2B

Tanin element in

tea match with

taste & smell of

kumquat

Original & fresh

ingredients

Discriminator Emotional :

Make you feeling

free to enjoy all of

m moments

Reduce drunk

after 5 mins by

the combination

between tanin

element in tea

leaf with smell &

taste of

kumquat

Offer you a solution to

make every your

enjoyable moment

become fullness

Brand idea - 6P

Product Packaging

The perfect combination between Tanin element

in tough of fresh tea leaf and gentle sour , good

smell of kumquat that make you get our of

drunk and be ready to back to home/work.

Brand idea - 6P

Price

Place Focus on mass distribution in both modern & traditional channel but more invest in modern

channel ( Supermarket, Convenience store , Circle K , Shop and Go ,

In 6 big cities .

Using skimming pricing strategy in the 6 first months launching product & after get more

awareness , we will slow down the cost the same with competitors.

To realization this strategy , we need to invest more in PR & Sampling activity.

Detail in the next Promotion step.

Price : Glass bottle with nice packaging 350 ml

12,000 VNĐ – 15,000 VNĐ and retailers have to commit that ONLY ONE PRICE, avoid the

increase cost more than the price of Producer.

Brand idea - 6P

Perception

Pro

motio

n

It’s a kind of RTD tea that can make you get

out of drunk after 5 minutes

COMMUICATION IDEA &

BRAND ACTIVATION PLATFORM

BRAND BIG IDEA COMMUNICATION BIG IDEA CAMPAIGN BIG IDEA ACTIVATION PLATFORM

FULLNESS MOMENTS

FULLNESS LIFE

LET MOMENTS BECOME FULLNESS

LET FEEL FREE TO ENJOY, WE CARE THE WHOLE ( BẠN CHỈ CẦN VUI CHƠI THÔI,

CÒN LẠI ĐỂ CHÚNG TÔI LO)

PARTY WITH TEMPORARY MUSIC

Drunk and out of control

make worst thing

Experience the tangible

original + fresh ingredients

Viral activities

Sampling + Coordinate with

bar, beer, pub & beer

company

PR, news, V-blog , video clip Sampling, TVC, OOH, Social

PR.

ORIGINAL + FRESH INGREDIENTS

Trigger Engage

DELOYMENT PLAN

For fullness moments

Reality TV series

TV, Social PR, digital

Amplify

Raise the problem about beer

culture, beer increase percentage,

accidents by drunk….

Give experiences about the

effective of RTD tea

Multiply the effect of integrated

Marketing activities + leverage

the effectiveness of new RTD tea Objective

Key message

Key hook

Key channel

Key channel 2 weeks - 1 bills 2 months -24 bills 1,5 months bills

TRigger

TRigger

Raise about accidents by alcohol more and more effect to youth life

Drink responsibility become topics that many beer brands mention and

encourage

The most important things is the youth already know about that they

should not drink too much but it’s not easy to remember when they on the

party with their friends, their colleges,…

Many problems around alcohol story make people have to discuss.

Engage

Cooperate with beer, pub, restaurant glass A,B,C to sampling product after

guests having meal.

In the gentle way, PG invite guests using new RTD tea to get out of drunk &

back home safety or back to work with a free spirit.

In the bottom of each glass, we stick photos that recall them the relation

they need to keep in life beside career & remind them should not drink too

much to back with their family, their love.

AMPLIFY

- After campaign, cooperate with “Drink responsible campaign”

organization to widen our project.

- Go PR such as “A brand take action for realize campaign “Drink

responsibility”

KPIs

- Reach 50% target audiences’ attention & awareness

- Engage 30% target audiences’ reaction & interaction

- Earned media (30% media value compare to all media effort)