GRAND TEST

RTD TEA

AGENDA

Background & business overview Segmentation – Insight

Brand idea Launching plan

Background & business overview

Market overview Competitor overview

Business background – opportunity - ambition

Market overview

Tea: - The world's 7th largest & high – quality producer of tea BUT

90% is raw export - The original region of some styles of tea, such as lotus tea,

scented with lotus blossoms, white tea… - Hotspot: Vietnamese tea – drinking culture

RTD: - Average increase in 20% per year in 5 recent years - Annually consume 3 litters / person huge potential for investors

RTD Tea: - The preferred soft drink thanks to its healthy positioning - Mostly consumed by groups of consumers 10-40 years-old: - Children: drinking at break time at school - Adults: drink RTD tea after work when getting together with

friends / at lunch time after four hours of work in the morning to gain energy.

Competitor overview

Healthy with added minerals

Packaging, “Bombing” advertising, distribution

Truly high quality green tea

Cool & clean with green tea from Thai Nguyen

Fresh & youthful positioning & campaign,

distribution

Business background – opportunity - ambition

Background: A large FMCG corporation with the advantage of capital & distribution

Opportunity: RTD Tea for youngsters with a new kind of RTD mineral tea: a combination of RTD & traditional tea

Ambition: - Gain awareness & consumption from

target customers - Account for 15% of the market in the first

2 years

Segmentation – Insight

Segmentation Insight

Segmentation

• Youngsters in Vietnam, both male & female, mostly urban & working in the professional fields

• 20 – 30 y.o – age with the most hard - work

• Youthful, fresh, energetic, active, busy & quite stressful life

• Spend most of their time on studying/working in school/office with friends/co-workers

• Live with a traditional plus modern lifestyle:

eager to adapt but still appreciate the tradition • High awareness on health concern, want

fast/easy/RTD BUT still healthy drinks

Insight

What they say: I prefer drinks that are pure with traditional flavor Why they say: The messy in claiming the component with various added minerals

What they do: Regularly consume soft drinks, especially RTD tea,

and choose the ones with healthy positioning

Why they do: Due to the need of water & refreshment (hot

climate & stressful working/studying environment) merging with health concern

Brand idea

Brand idea Brand positioning – 6P

Brand idea

The RTD Lotus Tea Why lotus?

The traditional essence of tea

that has a deep culture & a whole story to tell

Pure & light in flavor Benefits: Release stress & calm

the mind

Category truth Tea – how you calm your mind

Brand truth

Lotus tea – best way to relieve stress & calm your mind from its pure flavor

Consumer truth

I want a refreshment for my busy & stressful studying & working environment BUT many

recent soft drinks, especially RTD tea are quite strong in flavor and I am quite confused with their

“healthy positioning”. I wish there was a healthy RTD tea which has authentic traditional flavor

Brand idea

Brand idea

Brand essence: The purity Differentiation: The pure & light flavor Reason to believe: The traditional lotus tea culture Brand communication: Purify yourself

Brand positioning – 6P

For the young white - collar

To calm them down

With the pure & light flavor

Of the traditional lotus tea

To whom What need How different By what

Brand positioning – 6P

Product: Pure & light in flavor with tender lotus smell Packaging: Elegant in design Price: Higher but still affordable (around 15,000 – 17,000vnđ) Place: Mostly in the studying & working environment where we can reach target consumers Promotion: Campaigns with deep & traditional tone & mood Proposition: Calming you down with the purest favor

Launching plan

Objectives Target consumer + insight

Big idea Deployment plan

Objectives

Gain awareness of a new & unique RTD tea that is truly pure & light in flavor

Encourage the young white collar to try out & sense the differentiation

Raise the awareness & appreciation for the traditional favor of lotus tea & its benefits

Get the young white collar who are always full of stress to enjoy the pure flavor of our RTD Lotus tea in order to calm their mind by awaken their sense of this traditional tea

Target consumer + insight

• Youngsters in Vietnam, 23 – 28 y.o, both male & female, mostly urban & working in the professional fields

• Youthful, fresh, energetic, active, busy & quite stressful life

• Spend most of their time on working in the office

• Live with a traditional plus modern lifestyle:

eager to adapt but still appreciate the tradition

• High awareness on health concern, want fast/easy/RTD BUT still healthy drinks

Target consumer + insight

Have the habit of drinking from lunch time to the late

afternoon after long hours of working in the morning to gain energy & release stress

Touch point: The afternoon of a white collar - The moment of releasing & calming

Insight for campaign: The afternoon is the most exhausting period when I am most discouraged from work. The hot, stressful and tiring afternoon is always my daily “nightmare”. I wish there was a refreshment so that I could go on working effectively

Launching plan - Big idea

Big idea The tender afternoon Communication idea Purify the afternoon shadow Duration 3 months Place Biggest office buildings in 6 biggest cities (HCM, Ha Noi, Can Tho, Nha Trang, Da Nang, Hai Phong)

Deployment plan

Raise awareness on the daily awful afternoon

Engage people to try out the new refreshment

Celebrate the daily tender afternoon

The daily awful afternoon is suck, we have to find our

refreshment before it bored you to die

Let’s purify your afternoon with our Lotus Tea

Let’s celebrate the tender afternoon moments

Viral clip: “What’s your worse time of the day”?

TVC & digital sampling tour Viral V-blog &

mobile application

Editorials, viral clip sharing on social networks

TVC, sampling tour, advertorials, editorials, SEO,

SEM,

Influencers, viral V-blog sharing on social networks,

mobile application

Awareness Engagement Amplification

Objectives

Key message

Key hook

Tactics

Deployment plan

Raise awareness on the daily awful afternoon

The daily awful afternoon is suck, we have to find our

refreshment before it bored you to die

Viral clip: “What’s your worse time of the day”?

Editorials, viral clip sharing on social networks

Awareness

Objective

Key message

Key hook

Tactics

Testimonial clip on telling what is the worse time of the day,

the reason why and their wishes to get rid of

Key media channels

Deployment plan

Engage people to try out the new refreshment

Let’s purify your afternoon with our

Lotus Tea

TVC & digital sampling tour

TVC, sampling tour, advertorials, editorials,

SEO, SEM,

Engagement

Objective

Key message

Key hook

Tactics

Digital sampling tour with the Lotus booth:

Like fanpage to receive a Lotus

Tea in return

Lotus booth where officers can sit down, drinking, chatting with friends to have a break in the afternoon

Key media channels

Deployment plan

Celebrate the daily tender afternoon

Let’s celebrate the tender afternoon moments

Viral V-blog & Mobile application

Influencers, viral V-blog sharing on social networks,

mobile application

Amplification

Objective

Key message

Key hook

Tactics Key media channels

V-blog “Trưa mệt thì phải làm gì?” Mobile application: A healthy application where you

can measure your stress level, tool to arrange deadlines, tips for health…

PHƯƠNG VI