COFFEE ASSIGNMENT

Agenda1. Project background2. Finding insights

Research briefResearch tasksPotential insightsRecommended/selected insight

3. Brand IdeationReview & Analysis Proposed insightBrand Positioning StatementBrand Key

4. Communications Big Idea5. Sources of references if any

1. Project background

Business objective: develop a new brand of coffee for the youthTarget: Young urban people, aged 18-30, frequent coffee drinker (>= 3 times/week)

2. Finding insights

Research brief

Research objective: Finding consumers’ insight that is strong and big enough to develop a new coffee brand.The key findings must answer the questions of what are the target audience drinking coffee for. What is their true coffee dream?

Respondent profiling:Vietnamese young urban people, aged 18-30Unbranded & branded coffee consumers who have habit of drinking coffee at least 3 times/week.

•- A: 20 years old, studying at a university in HCMC, having a part time job and being an active member at school. He is usually staying up late to solve the works and studies. Hobbies are reading books, travelling and his dream is to become a marketers. He drinks ice blended (Urban station and Caztus) twice a week on the way to school or while hanging out. He loves his social life.

•- B: 24 years old, start working in an insurance company in HCMC for 1 year and start to capture some progress. He is aiming for higher salary this year so he tries to complete every tasks the boss assigned to him. That makes him stay late at night usually. He drinks G7 all the night. At noon, he usually drinks Phuc Long to make alive for the evening’s work.

•- C: 28 years old, just been promoted to Head of a department in a private company. He has been well growing and usually goes to Highland or Coffee Bean to chitchat with business people, so with him, coffee is now a regular drink in daily life. At home, he wants to reserve the happiness of family and he drinks coffee in the morning with family as a way of enjoyment.

• Direction:

• - Desk research and then do the real research on field (both qualitative and quantitative)

• - Every aspects, its purpose should be either discover a consumer truth or a category truth / product truth

• - Start with [Desk research] [Category truth]

• - Next, do the [Desk research] [Consumer truth] this is when you find the tensions of the youth and areas for brand to step in objective: after this stage, we can make an approach for insight.

• Combine these two and find the big dream of youth for drinking coffee? What are they thinking / perceiving when drinking coffee? Is there an emotional effect that only coffee can bring but not soft drink or tea can? Explore their story of desires: family, career, social life, and their own style.

• - Do [Field research] [Consumer truth] this is when you test your findings, assumptions and approach on the real target audience: what do they actually feel? (Focus group / interview to pick up and then double check with questionnaire).

• - Sum up everything in paper to come up with an insight.

2. Finding insights

Research brief

2. Finding insights

Research tasks Desk research

Instant coffee market

2. Finding insights

Research tasks Desk research

The articles like “X Things to when you turn Y years old” encouraging a “live now – enjoy the moment – make it worth living” spirit, and these articles make the youth crazy.-Quan Kun, ba Tung… are typical cases of a phenomena in the youth: “Want-to-be-famous” or deep in every single one: they want to stand out and be remembered.-Considering other youth brands are communicating: they are encouraging a “live the moment, exploring more and more” spirit of the youth, because the youth is different and unique, worth living.-They dream http://kenh14.vn/goc-trai-tim/hay-cu-uoc-mo-di-20121052329273.chn, they may find an escape in their writings, they doubt everything, they have idols to follow, they want to explore (Huyen Chip’s case is an example – however, she is famous simply because she is doing what every other young ones desire to do)- With nearly 30s, they are the want-to-be-perceived-as-successful people

2. Finding insights

Research tasks

Focus group

2 respondent groups (Students & Office staff) aged 18-25, urban, frequent coffee users (>= 3 times/week)

Part 1 – Consumer truth about lifestyle

Questions about daily routine of respondents, their study/working habits,

their relationships (family, friends)

Dynamic students will spend a reasonable amount of time for study. Besides, they will

spend more time on extracurricular activities/ part-time jobs (stay up late, wake up soon)

They spend much time on working. Especially those who have just worked for 1 or 2 years

will use a lot of their private time for work. For example, stay up late to finish work or enroll in business or language courses to improve their

technique

Part 1 – Consumer truth about lifestyle

Their relationshipsFamilyFriends

Even though they still love their families most but they spend most of the time on home-out social activities. Even when they are at home, they rather spend time on social networks to

consolidate their social relationships then chit chat with family members

They feel responsible for their families. However, It’s just their material contribution to

family daily living expense. They still hesitate to share their personal life, personal thoughts

with their family members.

Their relationshipsFamily

Friends

5-7 closed friends. Their friends have a big impact on their thoughts and their decisions.

They maintain this kind of relationship via facebook, cellphone messages. More

important, they have a “secret jealousy and competing” towards their friends’

achievements. 2-3 closed friends. Their friends have a big

impact on their thoughts and their decisions. They usually compared themselves with their

friends & use it as their motivators to move forward & be better.

Part 1 – Consumer truth about lifestyle

Part 2 – Their behaviors towards coffee category

When?Why?

Taste?

2 circumstances: they need coffee as a wake-up pill to work late at night; when they need a

moment to thinkBecause coffee creates a space & time to

think thoroughly (coffee truth: slow you down, you cannot drink a coffee cup in 1 shot due to

its bitterness and condense)They like coffee’s odor but feel uncomfortable

with its bitterness. Together with odor, they believe that coffee would be much more

wonderful thanks to coffee’s sweet & fatty flavor.

Part 2 – Their behaviors towards coffee category

When?Why?

Taste?

2 circumstances: they need coffee as a wake-up pill to work late at night; when they need a

moment to thinkBecause of coffee’s functional benefits, they

feel awake and fully concentrated to complete their work better & faster.

They are fine with coffee’s bitterness. They even choose Espresso or black coffee cause

they think it will have a bigger & instant impact that helps them awake and focus

immediately.

Part 3 – Their behaviors towards current coffee

brandsCoffee consuming habits & their thoughts

Their concerns: price, flavor, adverts, recommended by friends

They rarely drink coffee at home, mostly at coffee shop.

Favorite brands: G7 & Nestlé, because they have interesting ads which raise their curiosity

to try. If the quality is acceptable, they will continue using it.

Their concerns: flavor, adverts, recommended by friends

They frequently drink coffee at home, at office or even coffee shop, wherever related to work.Favorite brands: G7 & Nestlé, because they are tasty and provide qualified functional benefits.

2. Finding insights

Research tasksQuantitative researchA questionnaire on 84 young adults (18-25), have a habit of hanging out with friends and those often choose coffee

shop as a place to hang out / study.1. 60 of them are male, only 24 female taking the questionnaire.2. 35% of them have a loyal instant coffee brand among that, their purpose of drinking instant coffee is+ 85% to stay late at night to study for exam+ 65% to stay late at night to watch football+ 30% to stay awake in the morning because they have to study in the morning+ 20% just because they like the taste of instant coffee3. Among those who take instant coffee, 76% choose 3-in-1 thanks to easy-to-drink taste but good smell and the effect is still good.4. The brand awareness and action of this audience

 Phuc Long

Coffee Bean

HighlandUrban Station

Passio VinacafeTrung Nguyen

G7

Aware 85% 100% 100% 80% 92% 65% 100% 92%Like 34% 67% 78& 67% 85% 34% 34% 62%Already used

17% 5% -- 34% 34% 7% 65% 32%

Regurlay use

-- -- -- 17% 17% -- 2% 12%

Loyal fan

-- -- -- 2% -- -- -- --

2. Finding insights

Research tasksQuantitative research

5. When asking to arrange to priority of the things in their life in the scale of 5, here is the mean1. Career – 2.42. Family – 1.83. Social life – 4.14. Social status – who I am – 3.25. Money – 2.7When asking to agree or not to the statement, the audience can rate 1 to 5 (strongly disagree to strongly agree) and here is the mean

STATEMENT MEAN1. I feel the 18-25 are the most beautiful ages of the life 3.72. I no need to worry for future 1.23. A better preparation is good for my career 3.14. I know that I should focus on my career more than enjoying the world 2.95. I do not know what to do to achieve success 4.06. I feel confident in my ability 2.57. I feel I deserve the best career after graduating 1.6

In brief, the youth is not really self-confident in career foundation and they acknowledge that they need preparation but they still prefer the enjoying-the-moment lifestyle since they do not want to miss anything in this life. Career has never been their top priority but it is potential to be a big concern of them.

2. Finding insights

Potential insights

Insight 1

I want to give up for a moment but still have chance to take it back. I want to escape for a minute and then

comeback with a full-energy me

Insight 1

I am exhausted, I want to give up but I cannot

I have to move forward, I am afraid of missing

opportunities if I stop for a moment

What they say?

why they say?

why they did?

Insight 1

I want a drink that can give me an experience journey: I walk in that journey like a boy and

walk out like a man.

Insight 1

I want to show my masculinity

Being admired by girls is my biggest trophy

2. Finding insights

Potential insights

Insight 1

A drink give me the motivation and full possession to make the big thing though I have a normal

background.

Insight 1

If I have a background like him/her, I would be more successful

I think I can do anything, if I have condition

What they say?

why they say?

why they did?

Insight 1

My family is the key purpose of my success, I desire a drink give me a remind of that.

Insight 1

Sometimes I neglect my family though I know they are most important to me

They desire belonging to a social group more than to

be with family

I desire a drink that reflect my passion and 100% focus on what I am doing so that I can imprint myself

Context: The Youth nowadays is facing with many opportunities and they are easily influenced by others. So that they don’t know which way they should go, wonder themselves and scare if they made a wrong choice

Solution: Our brand inspire that No matter what you do, but how you do it is the most important thing. Keep going and you will get what you want

2. Finding insights

Recommended/ selected insight

Youth is the best time of life, we should make use to enjoy every moment of life.

But, in fact, the period from 18 to 30 is an extremely important and prerequisite step to build foundation for your career success that men should focus on. Then you can truly enjoy life.

Insight: I know that youth is my big chance to build foundation for my success, it’s a big and smart sacrifice for life truly enjoyment, so I need a drink that understand and accompany with me.

3. Brand ideation

Proposed insight

The best coffee for the youth from 18-30 years old, heavy coffee drinkers that authentic and strong to give you the really strong coffee taste (which awake you) because We make coffee at place from authentic coffee beans

3. Brand ideation

Brand positioning

1. Root strengths: the authentic Vietnamese coffee brand created for the young generation

2. Competitive Environment:

- Take away coffee: Phuc Long Coffee, Passio,

- In instant coffee market, the biggest market share is own by Trung Nguyên (26,3%), followed by Vinacafe (22,8%) and Nestlé (21,7%).

- In pack coffee, many competitor brands such as Trung Nguyên, Phuc Long, Starbucks, Gloria’s Jeans, The coffee bean and Highlands.

3. Target: The Vietnamese Young individuals

- 18-25, BCD income, still study or start to work

- Frequently use coffee (3 times a week), loyal or loyal-able with a coffee brand

4. Insight: I know that youth is my big chance to build foundation for my success, it’s a big and smart sacrifice for life truly enjoyment, so I need a drink that understand and accompany with me.

5. Benefit: The most effective coffee that can wake up the sense of responsibility of the youth.

6. Values, beliefs and personality: inspiring, passion, enthusiasm, authentic, young but mature and masculine

7. Reason to believe: The original purpose of establishment is for the youth and the ability to awake people with the authentic coffee.

8. Discriminator: The drink wakes the mature responsibility of the young to create real enjoyment.

9. Essence: Focus for your career foundation

3. Brand ideation

Brand key

No pay, No gain

Đường dài mới biết ngựa hay

Sacrifice youth

4. Communication Big idea