ASSIGMENT TEA READY-TO-DRINK

PHAN PHƯỢNG TƯỜNG

AGENDA 4.Strategic approach

5.Concept

1.Campain background

3.6Ps

2.Targert audience

6. Deloyment

plan

Establish the Tea ready-to-drink for youngsters which is in their top

of mind about Tea energy drink.

BUSINESS AMBITION

BUSINESS CHALLENGE

Target Customers are happy with their current tea (Oolong tea,

C2, Lipton pure tea, Kirin,…)

They have no reason to switch and change another new brand.

CAMPAIGN OBJECTIVES

Launching a new Tea ready-to-drink brand for youngsters, which

best suite to them by taste and emotion

Become a one of popular drink for youngsters.

CAMPAIGN BACKGROUND

Vietnam is the world's 7th largest producer of tea, after

Indonesia, producing a quantity roughly comparable to the

amount made by Japan.

BUSINESS BACKGROUND

COMPETITORS

Target Customers are happy with their current tea (Oolong tea,

C2, Lipton pure tea, Kirin,…)

They have no reason to switch and change another new brand.

CAMPAIGN OBJECTIVES

Launching a new Tea ready-to-drink brand for youngsters, which

best suite to them by taste and emotion

Become a one of popular drink for youngsters.

CAMPAIGN BACKGROUND

YOUNGSTERS 14-20 ages

Instant Tea ready-to drink U&A: - Drink ready-to drink alot - Frequency: 2-3 booths/day -Drink when they are thirsty (when the weather is hot and over action) - Both prefer using individually or together with friends.

- Enjoy the taste of green tea and add-on some taste which they prefer such as: milk, mint, chocolate.. -- Afraid of the bitter of tea - They are feeling tea is just the light taste drink.

Profile: - Youngsters - Pupils, student in school and university -Live in urban cities (HCMC, HN…)

Life concerns & habits: - Widely try the new things

- Friends and idols are the key focus.

- Easy to adapt by the influences.

- They follow the slogan “Yolo-you

only live once” or “Wild-Free-Young”

- This is the time when they really

wanna to BUZZ

“ As a young and modern citizen, confident and widely to adapt the new thing, more take the initiative than the older. I drink the thirsty-free drink not only has a good taste but also good for my health. So Tea ready-to-drink to fill my demand, to drink for thirsty in

the hot weather, more than that I can enjoy the pleasure from sweet taste ( not bitter like tea tag) and good for health. Easily to sharing.

Besides that, Youngsters want to spend young time to draw a colorful pictures, Just in this time I can do some crazy things.

TARGET AUDIENCES

The age of “14-20

years old” consists

~25% Viet Nam‟s

population in 2013

HIGHLY

POTENTIAL

MARKET

(Nguồn: vinacorp.vn)

2011 – 2012 is the BUZZ of Tea read-

to-drink market but in 3 first month in

2013 it seems to go down not a litter

bit

BRAND IN THE MARKET DON‟S

SUPPLY THE RIGHT DEMAND OF

CUSTOMER?

Tea ready-to-drink nowadays is based on Vietnamese tea extract from tea leaf. But really no brand to claim “Matcha-green tea from Japan” which the tea have a more quality and effective.

In Vietnamese mindset tea leaf is a litter bit old, while they adapt Matcha so fast. We can use this for our brand – The first Matcha ready-to-drink in Vietnam

Green tea: Lục trà

Matcha: Mạt trà

CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH

OVERALL TRUTH

„Whatever you thirst you can enjoy the drink. It doesn‟t have a bad effect like coke, it also good for health”

Convenient Ready to drink Easy to drink

Thirsty Healthy

(light taste, a little bit bitter with add on sweet)

Functional:

• Acrid – sweet Taste

• Suitable for youngsters

• Healthy

Emotional: Thirsty and sharing

the wow-moment

“ As a young and modern citizen, confident and widely to adapt the new

thing, more take the initiative than the older. I drink the thirsty-free drink not only has a good taste but also good for my health. So Tea ready-to-drink to fill my demand, to drink for thirsty in the hot weather, more than that I can enjoy the pleasure from sweet taste ( not bitter

like tea tag) and good for health. Easily to sharing. Besides that, Youngsters want to spend young time to draw a colorful pictures, Just in this time I can do some crazy things.

Coffee’s portfolio

”

FINDING INSIGHT

I wanna my life is more colorful as possible but many factor hamper: social, parents,

own confident… I would have a own space to express characteristic, have a best

colorful ever. Because just in this time I can have enough power and courageous to

do “some thing likes crazy‟

Drink in the market don‟t fix my demand. Coke ( good

taste-bad health); Green tea (light taste – good health).

I want to have the drink that fix that disadvantages, with

good taste and good for health. Stimulated me to enjoy

life and sharing them to our best friends. I wanna my life

is more fun and colorful

BRAND

ESSENCE

Category

Truth

Brand Truth

Consumer

Truth

Functional: thirst-quenching, healthy Emotional, Authenticity Lifestyle, Inspiration, sharing Key drivers: Inspiration, Taste, Price, Brand Image

- Matcha ready-to-drink from

Japan.

- A new taste, new experiences.

- Sharing, inspire people about

the Japan’s beauties.

- Value for money

“They want to have a drink not only reduce thirsty but also healthy and mordern. This product miss and suitable my colorful life“

BRAND IDEATION

BRAND IDEATION

COLOUR YOUR DRINK- COLOUR YOUR LIFE

BRAND ESSENCE

Root strengths: Đặc điểm của Mạt trà khác Lục trà ở chỗ nó tương

thích với nhiều mùi vị hơn và vị dễ uống hơn, đọng lại ở cuống lưỡi. Trà

xanh đến từ Nhật bản chất lượng cao và hiệu suất tốt.

Competitive enviroment: No one brand is officially claim is category

Target: Youth 15-20

Insight: Drink in the market don‟t fix my demand.

Coke ( good taste-bad health); Green tea (light

taste – good health). I want to have the drink

that fix that disadvantages, with good taste and

good for health. Stimulated me to enjoy life and

sharing them to our best friends” Reason to belive: Japan quality tea and method.

Benefit: Functional – best taste good health

Emotion: mixing taste to open the colorful life and sharing that

experiences.

Advantages: Have a lot of kind of product with

difference taste ( milk, mint, fruit)

Coffee’s portfolio

PRODUCT

6Ps TO-SUM-UP

We mix Matcha and fruit to build our drInk COLOR:

5 main categories:

- Original: Matcha

- Milk : Pastel ( matcha and milk - sweet)

- Mint: Mountain ( matcha and mint – give a higher feeling-cool)

- Fruit: Secert garden ( matcha and fruit – mixing taste – orange, lime,

berry)

Coffee’s portfolio

PLACE – PACKAGING - PRICE

6Ps TO-SUM-UP

Color bottle – suitable to youngsters.

Focus on mass distribution in both

modern & traditional channel ( Supermarket, Convenience store , Circle K , Shop and Go , Market, small stores,…) .

PLACE

Expecting price: 12k/botlle

PRICE

CONCEPT

COLOR MY DRINK

COLOR MY LIFE

Life is more & more hectic. BUT “Không có gì phải xoắn” –” Yolo”

We give you space to draw your dream, your life and

your love with more colorful. Wild – Free – Young let

through out your truth person and let it free.

CONCEPT

Awareness

WHAT IS COLOR YOU

WANNA BE? MIX COLOR

Viral clip Social network

Online and offline PR,

OOH, print ad Sampling, Social PR,

event, PR

Key message

Key hook

Key Channels

COLOR MY DRINK – COLOR MY LIFE

Engage

LET‟S SPREAD COLOR

Offline activities

TV, Social PR, digital

Amplify

Raise awareness of

COLOR tea with great

taste and effect for

youngsters

Give experiences

toward COLOR tea

taste

Objective Multiply the effect of

integrated advertising activities + leverage the

brand

DELOYMENT PLAN

Build the viral clip with difference characteristic

WHAT IS YOUR

COLOR?

Grey: nerd, always study, study.

Excellent student Action, and wild people

What color you choose? Mỗi tính cách là một màu sắc khác nhau, mặc dù bạn đang sống như 1

mọt sách nhưng thật sự màu sắc bạn mong muốn sở hữu là gì?

Give experiences toward COLOR tea

taste

WHAT COLOR YOU WANNA

HAVE?

Fanpage

facebook

with app

mixing color

- Sharing color moment ( take picture

contest )

- App mixing what color you like, what

color define you

- -> experience to give a experiences of

Color Tea

Sampling testing in school and university

LET SPEAD COLOR

LET‟S SPREAD COLOR

With COLOR tea

COLORFUL FESTIVAL TO ENGAGE YOUNG SPIRIT

LET GO WITH SLOGAN

YOUNG. WILD. FREE

Free tea for you and for young ages

Good taste Good health Good life