FRASTRTD HERBAL TEA FOR LADIES

AGENDA1. BACKGROUND

• BIZ BACKGROUND

• BIZ AMBITION• BIZ OPPORTUNITIES• BIZ CHALLENGES

2. MARKET REVIEW• MARKET GROWTH & SIZE• MAJOR BRANDS• MOST POPULAR FAVOUR

3. MARKETING OBJECTIVES

4. CONSUMER PROFILING/ SEGMENTATION

5. TARGET CUSTOMER

6. OVERALL TRUTH• CATEGORY TRUTH• CONSUMER TRUTH• CATEGORY TRUTH

7. CONSUMER INSIGHT

8. BRAND IDEA

9. CONCEPT PYRAMID

10.6Ps – POSITIONING

11.CAMPAIGN CONCEPT

12.DEPLOYMENT PLAN

BACKGROUND

BUSINESS BACKGROUND • A big local giant FMCG group in VN with strong financial capability to invest, owning strong network of distribution of

general trade & modern trade

• The company wants to expand the ready-to-drink market, focus on ready-to-drink tea

Become the top 3 ready-to-drink tea brands in Vietnam within 3 years from the second quarter of 2014

BUSINESS AMBITION

• RTD tea remained the most consumed type of soft drinks in Vietnam.

• 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.

• 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.

(Source: Euromonitor)

BUSINESS OPPORTUNITIES

• 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.

• Fiercely competitive market with lots of strong competitors, a big challenges for the new brand

• ABC not have expertise in Beverages industry will be a big weakness

BUSINESS CHALLENGES

MARKET REVIEW

MARKET GROWTH & SIZE

(Source: Euromonitor)

• 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 DrThanh. 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 HiepPhat’s efforts.

• RTD TEA IS THE FASTEST GROWTH-SPEED INDUSTRY• TAN HIEP PHAT (WITH ZERO DEGREE & DR THANH) LEADS THE MARKET WITH 41% OFF-TRADE VALUE SHARE

MARKET REVIEW MAJOR BRANDS

Dr. Thanh Lincha 0 độ C2 Tea + Kirin Tea Break

RTD HERBAL TEA RTD GREEN TEA

Strengths

Weeknesses

Campaign

Nóng trong ngườiUống trà Dr Thanh

Tăng cường sức khỏeSảng khoái tinh thần

Giải nhiệt cuộc sống Chỉ một tình yêu,chỉ một C2

Uống cho ngàythêm nhẹ

Đậm đà hương vịtrà Anh Quốc

Top of mind in Green tea

Wide distribution

Big competitors

from global

Wide

distribution

New but good taste

& good

communication

idea

Wide distribution

Good tasteWide distribution

Precious ingredients

From famous

nutrition company -

Vinamilk

Good communication

Acceptable taste

Too sweet for herbal tea

Not relevant to category’s driver

Not much Not much Not much No differentiation

• RTD GREEN TEA MARKET IS TOO FIERCE WITH LOTS OF STRONG COMPETITORS, WHO HAVE LOTS OF STRENGTHS• RTD HERBAL TEA MARKET IS NOT MANY COMPETITORS, CUSTOMER STILL NOT SATISFY WITH CURRENT PRODUCTS HERBAL TEA IS POTENTIAL

MARKETING OBJECTIVES

• Establish a RTD herbal tea with innovative formula

• Become the leading brand in RTD herbal tea – within 1 years

• Change the current perception of consumer of green tea become the leading brand in RTD tea within 3 years

CONSUMER PROFILING/ SEGMENTATION

46%

15%

32%

7%

CONSUMER PROFILING

WOMEN 20-29

Achiever Enjoyer Contented Others

DOMINANT TARGET OF RTD

TEA & RTD HERBAL TEA ARE

FEMALE, 20-29 YO, KEY

CITIES

CONSUMER PROFILING/ SEGMENTATION

Role of RTD tea to them

- Thirst-quenching- Convenient & light but sweet

enough to drink- Healthiest RTD - Relax & indulgence

- Thirst-quenching

- Convenient

- Not sweet & delicious

enough for their rewarding

- Prefer fresh water than RTD tea

- Only consume in occasion

- Don’t care about convenience,

but care about health

TARGET CONSUMER

TARGET CUSTOMERPROFILING

RTD Tea U&A:- Consume RTD tea not only for thirs-quenching, but also forrewarding from hard-working (sweet but still healthy)- Frequency: 2-3 times/week- Consumption: 1 bottle/ time- Drink after lunch- Drink with friends when chatting, not when working- Enjoy the sweet taste & believe that it’s somehow better for theirhealth than other drink (don’t choose fresh water bcuz it’s too flat)

Profile:- Female, RTD consumer (include all kinds of soft-drink)- Urban Youth, 22-29 years old- Class ABC- Live in urban cities (HCMC, HN…)

Life concerns & habits:- Aware of the important role of women in every aspects of life- Know how to pamper themselves- Have a variety of feminine ways to reward themselves (spa, shopping, chit chat, nails, …)- Over-think or dramatize (insecure sensitive overthink)

We choose this target

RTD Herbal tea is make sense

to Achiever the most

OVERALL TRUTH

CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH

TASTY

HEALTHY

Convenient

Functional:

• Sweet but fresh taste (mix from traditional herbal ingredients and mint)

• Proven to be good for your health & beauty: anti aging –with higher amount of anti-oxidant ingredent

Emotional: Rewarding your body with guilty-free

In this hectic life, modern

urban women love to

reward themselves by

indulging their own

feminine joy.

Consumer love RTD soft-

drink for thirsty-quenching,

love the light-sweet taste

& freshness, but also care

about health and feel

guilty when they consume

RTD products, also include

RTD tea.

However, to them, RTD tea

is somehow better than

other soft-drinks.Ready to drink

Easy to drink (light

taste)

Relax & Rewarding

CONSUMER INSIGHT

I’m an achiever-girl who is ambitious in

life, I move fast and easy to be blended

in this hectic life. And I usually feel tired.

I do care about my health, my

enjoyment but don’t have time for

exercising or relaxing or drinking

enough water for hit-releasing .

I NEED A QUICK SOLUTION FOR MY

REWARDING & REFRESHING!

BRAND IDEA

BRAND ESSENCE

“The frastrewarding”

Category

Truth

Brand TruthConsumer

Truth

TASTY

HEALTHY

Convenient

Ready to drink

Easy to drink (light taste)

Relax & Rewarding

Functional:

• Sweet but fresh taste (mix from

traditional herbal ingredients

and mint)

• Proven to be good for your

health & beauty: anti aging –

with higher amount of anti-

oxidant ingredient

Emotional: Rewarding your body with

guilty-free

In this hectic life, modern urban

women love to reward

themselves by indulging their

own feminine joy.

Consumer love RTD soft-drink

for thirsty-quenching, love the

light-sweet taste & freshness,

but also care about health and

feel guilty when they consume

RTD products, also include RTD

tea.

However, to them, RTD tea is

somehow better than other

soft-drinks.

Frast = Fresh + Fast

CONCEPT PYRAMID

The

Frast

rewarding

The frast taste your body loves

Hunt

the frast taste

of the town

Feminine body & soul rewarding

BRAND

BIG IDEA

COMMUNICATION

BIG IDEA

PLATFORM

FOR EXECUTION

ADVERTISING

BIG IDEA

6Ps POSITIONING

6Ps

PRODUCT

PRICE

PLACE

PROMOTION

PROPOSITION

PACKAGING

RTD Herbal tea in canName FRAST (=fresh + fast)

8.000.000 VND/ can

MT & GT

Huntthe frast tasteof the town

The frast tasteyour body loves,from herbal ingredients

Sweet & fresh

CAMPAIGN CONCEPT

The frast

taste your body loves

Hunt

the frast taste

of the town

Feminine body & soul rewarding

COMMUNICATION

BIG IDEA

ADVERTISING

BIG IDEA

ACTIONVATION

PLATFORM

DEPLOYMENT PLAN

Awareness

HUNT FOR THE FRAST

TASTE OF THE TOWN

BINGO! WE FOUND

THE FRAST TASTE OF

THE TOWN

COME TO TASTE

THE FRAST

Ambiance + Viral

activitiesTVC + Print ads Sampling

Print ad, Activation,

PR, Social

TV, LCD, PRINT AD,

OOHSampling activation,

Social PR

Key message

Key hook

KeyChannels

HUNT FOR THE FRAST TASTE OF THE TOWN

Trigger Engage

SHARE YOUR FRAST

EXPERIENCE

Viral Photo + Clip

Social

Amplify

To trigger curiously

about the new-

coming product

Raise awareness of

RTD Herbal tea FRAST

Give experiences

toward RTD Herbal tea

FRAST

Objective Multiply the effect of integrated mkt activities

by viral contest

CONSUMER TOUCH POINT

DEPLOYMENT PLAN

PHASE 1: TRIGGER (unbranded)

Create the buzz of the town by spreading the taste via:

EATABLE PRINT-AD & LEAFLET

TRY THE FRASTE TASTE & HUNT FOR IT(refer the Fanta case study)

SPREADING THE HINTPut eatable-print ad on targeted magazines (TTGD, TGPN, ELLE, DEP,…)

Spread eatable-leaflet at office building & shopping mall

Message: “Just tear off a peace of this page – Try the F**** taste & hunt for it”

VIRALLING THE HUNTA contest to find out what is the key ingredients of this secret taste – let audience share their point of view

Use influencers to viral this buzz

HUNT FOR THE FRAST TASTE OF THE TOWN

DEPLOYMENT PLAN

PHASE 2: AWARENESS

Give the answer for the secret taste name F**** FRAST = FRESH + FAST

AIR TVC + PRINT ADREVEAL THE SECRET & INTRODUCE THE NEW RTD HERBAL TEAWHICH MADE FROM HERBAL INGREDIENTS & MINT

BEST TASTE & GOOD FOR HEALTH

STORY WE SELL

Highlight the key message:

“We found the F**** of the town, it’s FRAST, the RTD

herbal tea in the can that your body loves.

Naturally light sweet & fresh!

With herbal ingredients for hit-releasing!

You did taste it on paper, much better if you taste it in

reality, in can.

Best rewarding solution that you can drink!”

BINGO! WE FOUND THE FRAST TASTE OF THE TOWN

DEPLOYMENT PLAN

PHASE 3: SAMPLING

SAMPLING AT OFFICE BUILDING & SHOPPING MALLPLACE THE BOOTH, LET THEM EXPERIENCE THE FRAST & SELL THE STORIES

STORY WE SELL

Highlight the key message:

“We found the F**** of the town, it’s FRAST, the RTD herbal tea in the can that your body loves.Naturally light sweet & fresh!With herbal ingredients for hit-releasing!You did taste it on paper, much better if you taste it in reality, in can.Best rewarding solution that you can drink!”

MATERIAL: FRAST SAMPLING + LOVE YOUR BODY GIFTSET

DESIRED RESPONSEThey found the taste they love most, and they know FRAST is good for

their health & beauty BUY

COME TO TASTE THE FRAST

FRAST

DEPLOYMENT PLAN

PHASE 4: AMPLIFY

VIRAL CONTEST: MAKE YOUR FRAST STUFF(refer the Kotex Insprirational Day case study)

WHAT WE DO

The contest for Handmade-influencers to make cute

stuff from Frast can.

The contest from normal TA to submit idea for cute stuff

from Frast can.

The best idea will be made in real, and randomly share

to TA who join the contest (only who join the contest

can receive the surprise stuff from others)

Viral

SHARE YOUR FRAST EXPERIENCE