GRAND TEST

NGUYEN HOANG LAN

AGENDA

1. Background2. Segmentation3. Overall Truth4. Consumer Insight5. Brand Idea6. Communication Idea7. Launching

MARKET REVIEW & MAIN COMPETITORS

Năm 2013, Công ty Nghiên cứu thị trường Euromonitor International (EI) cho biết, nước uống trà xanh đóng chai tăng trưởng đạt với 16%.

C2

Target customer

What they need

Reason to believe

General information

BUSINESS BACKGROUND

ABC là một tập đoàn lớn trong lĩnh vực thực phẩm & tiêu dùng nhanh tại Việt Nam, với lợi thế về tài chính và hệ thống phân phối mạnh,

muốn mở rộng đầu tư trong lĩnh vực nước giải khát đóng chai, cụ thể là ngành hàng trà uống

liền (ready-to-drink tea).

TARGET CUSTOMER

FOR MASS, WOMEN USE THE MOST

Theo các nhà nghiên cứu Nhật Bản, phụ nữ, có 16.569 (77%) người uống trà xanh ít nhất là 1 tách mỗi ngày.

THỊ TRƯỜNG TIỀM NĂNG

SEGMENTATION

OFFICER HOMEMAKER STUDENT

DESCRIPTION

- Working in the office with a lot of papers

- Interested in job and future- Interested in drinks to keep them in

work

- Take care of family, optimistic, carefree.

- Enjoy life and take care of yourself - Concerned about their health and

family

- Optimistic, carefree, enjoying life - Interested in learning

LIFESTYLE & HABIT

- Search and desire to be recognized - Busy - Life revolves around work and

career

- Love fun activities: going out, shopping, reading travel books

- DIY things they like and enjoy.- Busy family care

- Fun with enjoyable activities in life - Like communication, travel, meet

people

LIFE CONCERN

- Career is their concern- Take care of yourself, balance

between work and entertainment

- New experience in life - The discovery of interesting things

in this world. - Good health to care for family

- Experience moments of life. - The story revolves around learning

and future

ROLE OF TEA TO THEM

- Against radiation while working a lot with photocopiers

- Awake, help thinking, memory, improve work efficiency

- Drinks family in the morning - Skin care, prevent aging, skin

cancer, in good health help. - Drinks with friends, others

- Drinks entertainment in the meeting - Helping mentally awake but good

for health - Entertainment

FEMALE HOMEMAKER20 – 29 yo, urban, ABC

RTD TEA U&A:-Drinking tea with milk is mainly. -Frequency: 1-2 times / day -Consumption: 1 bottle / can of 1 times -Often drinking at the time of the morning and after meals-Clearly bitter taste of the tea and milk fat -Enjoy alone or with friends to meet

Profile:-Women use regular tea products-Homemaker -Ages 22-29-Class ABC-Living in urban cities (HCMC, Hanoi, ĐN ...)

Life concerns & habits:- New experience in life - The discovery of interesting

things in this world. - Good health to care for family

Because of:

• Large number (77%)

• High demand for green tea

• Easy to change brands if that mark is good for health

• It is possible to influence those around them (family ...)

We choose

this target

TARGET CUSTOMERDETAILED PROFILING

CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH

Health

Ready to drink

Awake

Good for women's beauty

Function:

- Herbs

- Flavored milk

- Suitable for women

- Awake

Emotion:The blend of herbal tea and flavors of milk helps you to reward yourself the pleasure comes from the simplest jobs.

"Being a housewife is always busy taking care of my family, I drink tea not only helps me awake but also good for improving my health and my beauty, then enjoy the fun comes from the simple works in life "

OVERALL TRUTH

CONSUMER INSIGHT FOR BRAND IDEA"Being a housewife is always busy taking care of my family, I drink tea not only

helps me awake, but also good for improving the health and my beauty. So I choose a kind of herbal tea available to drink, flavors of milk to reward yourself the joy that

comes from the simple works in life.”

BRAND IDEA

CONSUMER INSIGHT FOR BRAND IDEA"Being a housewife is always busy taking care of my family, I

drink tea not only helps me awake, but also good for improving the health and my beauty. So I choose a kind of herbal tea

available to drink, flavors of milk to reward yourself the joy that comes from the simple works in life.”

BRAND ESSENCE"Being a partner's health and your beauty"

COMMUNICATION BIG IDEA"Healthy life. Beautiful moments "

LAUNCHING

Product

Price

Place

Promotion

Packaging

Positioning

Các sản phẩm trà sữa thảo mộc

LAUNCHING

PlacePackaging

Tập trung vào các kênh phân phối hiện đại và truyền thống (siêu thị, cửa hàng tiện lợi, Circle K, Shop and Go, các cửa hàng nhỏ…)

• Chiến lược giá:Cạnh tranh với đối thủ ở phân khúc tầm trung với mức giá tương đương hoặc thấp hơn (với các chương trình giảm giá mới)

• Các loại giá:Bán lẻ: 15.000 – 20.000đ/ 350mlBán sỉ: 12.000 – 15.000đ/ 350ml

COMMUICATION IDEA& BRAND ACTIVATION PLATFORM

BRAND BIG IDEA

COMMUNICATION BIG IDEA

CAMPAIGN BIG IDEA

ACTIVATION PLATFORM

"Being a partner's health and your

beauty"

"Healthy life. Beauty moments "

Moment of Life Factory

Daily women’s jobs

DEPLOYMENT PLAN

Awareness

Viral activities TVC Sampling

PR, news, screen stream

Online and offline PR, OOH, print ad

Sampling, Social PR, event, PR

Key messag

e

Key hook

KeyChannel

s

Moment of Life Factory

Awake Engage

TV series

TV, Social PR, digital

Amplify

Objective