elite young marketers grand test - vu phuc

GRAND TEST 05.04.2014

LE VU PHUC

BRAND/CAMPAIGN BACKGROUND & OBJECTIVES, PR ROLES

SEGMENTATION

TARGET AUDIENCES/CORE INSIGHT

STRATEGY

CONCEPT

6Ps

LAUNCHING PLAN

• Ready to drink tea is a large market with total revenue around 11,000 billions VND base on 2 main RTB: good for health and remove thirsty

• Many strong competitors already gain majority of the market

• A local company want to enter the ready to drink tea market

MARKET REVIEW & BUSINESS BACKGROUND

BUSINESS AMBITION

• In 3 years:• Gain 10% market share of the ready to drink tea• 70% awareness among target audiences

SEGMENTATION

Active, kinerthetic Care for long-term healthDelicious Taste Others

CURRENT CONSUMING CUSTOMERS

Young, active people, spend most of their time out in the street so they have high need in ready to drink products:

1. Remove thirsty2. Good for health

CONSUMER INSIGHT FINDING

• Their highly priority in ready to drink product is to remove thirsty quickly, and more they want to feel “high” (gaz product)

• Second is it’s delicious & familiar taste to Vnmese consumers.

• Good for health is the main driver for consumer to consume more and more without feely guilty to themselves.

Analysing

What they say

Ready to drink tea is good for health in long term Working all day outside is extremely hard and tired, consuming a ready to drink product is an comfortable feeling as an award for my efforts * the higher the feeling, the bigger the prize *, even more, I need to keep on working, so my body need to be revised immediately to work effectively beside the long term benefits that tea offers

TARGET CONSUMER

CORE INSIGHT

I need a ready to drink tea that not just good for health in long term but also add natural supplements for my body immediately, not just remove thirsty but also feel “high” as an award for a hard and heavy hot day.

TRUTHS

• Delicious and familiar taste to consumers

• Good for health awareness in consumer’s mind

CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH

• Remove thirsty quickly and feel “high” is the main driver for consuming ready to drink product

• Additional bubbling green tea crystals make you feel “high” in the thirsty

• Even better for heath that add in natural supplements immediately help you can keep on your activities all day.

CONCEPT

Ready to drink product with bubbling tea

&natural supplement crystals

Remove thirty immediately with “high”

feeling and good for your health

- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise

Ready to drink tea product with bubbling tea and

natural supplements

good for health in both long and

short term

Provide whatNEED

ToWHOM

Differentiateby • Bubbling

crystals that help body easier to

install and effect

immediately• Additional

natural supplements

Reason to believe

BRAND POSITIONING STATEMENT

Thirsty removing

high feeling with

immediately good for

health effects

• Feeling High• Healthy

- Bubbling crystals that help body easier to install and effect

immediately- Additional natural

supplements

Functional: Great taste with High feeling and good for health Emotional: An award for efforts and keep on activities

Ready to drink tea product with bubbling tea and natural supplements good for health in

both long and short term

I need a ready to drink tea that not just good for health in long term but also add natural supplements for my body immediately, not just remove thirsty but also feel “high” as an award for a hard and heavy hot day.

ToughMany competitor: Không Độ, C2,

Real-leaf, Tea Plus, Lipton Pure Green.

- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise

Consumers perceive

BRAND KEY

COMMUNICATION BIG IDEA

REVISE IMMEDIATELY YOUR GREEN ENERGY

Inspire consumer about the benefits of revising the green energy need for their all day activities without harming their body – the only house which surely they will live in for their entire life

ACTIVATION PLATFORM

REVISE THE GREEN ENERGY

Protecting the green environment, decorate their work place with trees to supply green energy through working days, marathon for evironment,…

6Ps - Positioning

Remove thirty immediately with “high”

feeling and good for your health

- 22-27 YO (Bull-eyes: 23-25), ABC- Lives in urban zones,- Active living, spend most time outside, consuming on premise

Ready to drink tea product with bubbling tea and

natural supplements

good for health in both long and

short term

Provide whatNEED

ToWHOM

Differentiateby • Bubbling

crystals that help body easier to

install and effect

immediately• Additional

natural supplements

Reason to believe

6Ps - Product

350 mil portfolio:Small bottle so that the consumer can drink bottomUp at once to enjoy the extremely high feeling and Full energy

6Ps - Price

Low price strategy to firstly enter in this tough market

6Ps - Place

Low price strategy to firstly enter in this tough market: 6,000 VND

6Ps - Packaging

Green Power concept

LAUNCHING PLAN

Who – Youngsters aged 22 – 27 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone

Communication touch pointWe choose mobile as our campaign touch point. Supported by SEO and social media.

LAUNCHING PLAN

CONCEPT Push your green energy to peak

Phase Awareness Engagement Amplification

Key messageGreen energy is best for your health and performance both in long and short term

Experience the effects of green energy

Spread the power of green energy

Key hook

Discover QR code around city and scan to register in the green energy supplement spots (only appear in the hot and work time)

Green energy supplement spots around city that will deliver free drinks to random customer nearby by sending mess via location service

Your full green energy style photo contest on social media

ChannelsMobile ads, TV show, SEO, Facebook sponsored link, Radio, Editorial, PR

Sampling, Mobile ads, Mobile apps, Facebook apps, Microsite, SEO

Event, Mobile ads, Facebook apps, Advertorial, SEO

Consumer need Brand Role

A immediately green energy supplements

A platform to supply green energy that push feeling to peak

Phase 1

QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later

How much a green energy supplement will good for your health both in long and short time! Read below

QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later. QR code around the city that will appear in the hot hours to trigger about how much a green energy supplement will good for your health both in long and short time, consumer can scan to register and receive green energy supplemenhow much a green energy supplement will good for your health both in long and short timet later

Phase 2

Every customer that have register via scan before will receive a message with code to trade for a free drink at a nearest green energy supplement via location service

Phase 3

A photo contest for customer to win a trip to travel to amazon forest and join in activities to protect the green environment with celebrities