young marketers elite rtd tea campaign hieu hieu
DESCRIPTION
TRANSCRIPT
GRAND TEST
HIEU HIEU
READY – TO - DRINK TEA LAUNCHING PLAN
AGENDA 1.BACKGROUND
1.1 Market review1.2 Market’s potential1.3 Business background1.4 Business ambition
2. BUSINESS OPPOTUNITY2.1 Competitor review2.2 Main competitor review
3. SEGMENTATION3.1 Segmentation3.2 Target consumer
4. OVERALL TRUTH 4.1 Category Truth4.2 Consumer Truth 4.3 Product/ Brand Truth
5. CONSUMER INSIGHT6. 6P7. COMMUNICATION
IDEA7.1 Brand activation platform7.2 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 trustLeading in market share for office – staff in 2 years launch.
BUSINESS AMBITION
BACKGROUND
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.
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
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 care about their health Urban Youth, 22-29 years old Class ABC Live in urban cities (HCMC, HN,CT,DN,HP,NT)
TARGET CUSTOMER
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 ohters friend 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.
Profile:- Office staffs, who care about their health- Urban Youth, 22-29 years old- Class ABC- Live in urban cities (HCMC, HN,CT,DN,HP,NT)
Life concerns & habits:-Concerns about the work and goals in work.- 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
OVERALL TRUTHCATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND
TRUTH
ConvenientBring everywhereEasy to drink Thirst – quenchingEasy to storeBetter 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:• Thirst – quenching• Good for health• Original & fresh
ingredients• Tangible the fresh of
RTD teaEmotional: Offer a high level look of a RTD teaWe are original & fresh ingredients
“As a young modern, confident & ambitious generation, I drink a fresh and ice RTD tea make me feel thirst – quenching that good taste,safe and good for my health, I also believe in that even when there are some news about ingredients of these kinds of RTD tea.”
What they say
Why they do
Why they say
What they do
“I want something to fill in my thirst – quenching that good for my healthy is a add point .”
They care for health because they recognize that they only can work good & reach their goal by a good health
I drink RTD tea because I think It’s better than cabonhidrat drink & good taste than pure water
They believe tea is good – that why all product from tea is good too
INSIGHT What is the attitude & behavior of TC to RTD tea?
In a busy life that I have too many goals have to be reached, I need a good health to push myself forward. I want to drink products that good for my health but
easy , convenient & good taste that can replace complex steps like smoothies,
fruits everyday.
6PS TO SUM UPPRODUCT
MIX TEAGREEN – FOR ORIGINALOriginal from fresh tea leafThat have a neck tag out side with tagline “ Drink the pure & original from tea leaf
6PS TO SUM UPPRODUCT
MIX TEARED – FOR PERFECT HEALTHApple tea – mixing the benefit of apple & tea that give you not only a good & fresh taste but also a perfect health
6PS TO SUM UPPRODUCT
MIX TEABLACK – FOR STRONGWhat do you think about the perfect combination of coffee and tea ? Strong men, pick one and enjoy your working more effective.
The first one launch is bottle with inspire packaging & tangible ingredients – that perfect for heath & good taste.Price : 20,000 VND
Place
Focus on mass distribution in both modern & traditional channel ( Supermarket, Convenience store , Circle K , Shop and Go , Market, small stores,…)Especially in vain machine in the office buildings , shopping mall
Place – Packaging - Price6PS TO SUM UPPLACE – PACKAGING - PRICE
Packaging
The first one launch is bottle with inspire packaging & tangible ingredients – that perfect for heath & good taste.Price : 20,000 VND
Proposition
Place – Packaging - Price6PS TO SUM UPPLACE – PACKAGING - PRICE
We want our customer have the perception that we are “Original + Fresh Ingredients”
COMMUICATION IDEA& BRAND ACTIVATION PLATFORM
BRAND BIG IDEA
COMMUNICATION BIG IDEA
CAMPAIGN BIG IDEA
ACTIVATION PLATFORM
ORIGINAL +
FRESH INGREDI
ENTS
TANGIBLE ORIGINAL +
FRESH INGREDIENTS
ORIGINAL + FRESH INGREDIENTS
BARTENDER
Only real things give you a good health
Experience the tangible original + fresh ingredients
Viral activities Sampling
PR, news, screen stream
Sampling, TVC , OOH, Social PR, event, PR
Key message
Key hook
Key Channels
ORIGINAL + FRESH INGREDIENTS
Trigger Engage
DELOYMENT PLAN
Real things, good health
TV series
TV, Social PR, digital
AmplifyRaise the problem
about health of many people nowaday
Give experiences about tangible original + fresh
ingredients
Objective
Multiply the effect of integrated mkt activities + leverage the tangible
original + fresh ingredients
BUDGET & TIMING
30.000.000.000 VND
June - September 2014
KPIs
- Reach 50% target audiences’ attention & awareness- Engage 30% target audiences’ reaction & interaction- Earned media (30% media value compare to all media effort)