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Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
Nhom 2  - Elite Young Marketers - 2 nd grand presentation
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Nhom 2 - Elite Young Marketers - 2 nd grand presentation

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  • 1. GRAND PRESENTATION 2.0 Hoang Thach – Vu Phuc – Thao Nghi – Trong Thuyet – Huynh Phong
  • 2. AGENDA Brand Launching Plan Lauching product in Ho Chi Minh and Ha No Brand Idea Brand positioning and Brandkey model Development Brand Communication Big Idea and Brand Activation Platform Background Information Category truth, Brand truth and Consumer truth Project Background About the company and Competitors
  • 3. About the company STRONG Financial capability Network of distribution Source of high-quality coffee in Central Highlands of Vietnam Technology Local experienced people of coffee making TARGET Heavy instant coffee users, aged from 20 to 35, in urban cities, office-working, for their at office & home consumption OBJECTIVE To become the top 3 instant coffee brands in Vietnam within 3 years from the first launch in the second quarter of 2014 G7 28% Nescafe 35% COMPETITOR Vinacafe 32%
  • 4. About the competitors Brand TARGET CUSTOMER NEED REASON TO BELIEVE UNIQUENESS Nescafe - Male & female, ABC - Age 20-35 (bulleye 2325) - Live in urban zones, mostly do paper work in offices Cafe Viet - Male, A- B C - Age 25-45 (bulleye: 25-27) - Live in urban, do the “bluecollar” jobs and highly appreciate the masculinity Vinacafe Wake-Up G7 - Male & Female, ABC - Age: 25-40 (Bulleye: 30-32) - Experienced in mind, have the knowledge about coffee - Male & Female, A- B C - Age: 25-35 (bulleye: 27-29) - Live in the South and Middle area - Male & Female, AB - Age: 25-45 (bulleye:28-35) - Work at office (desk job), need inspiration in the middle of the day or late night A coffee for the morning, with a strong impact, helped everyone to start a new day energetically Awake and leverage mental power, full power and taste of coffee but with convenience A coffee with strong taste, which A coffee with the purely A coffee as a motivation to they consider as the symbol of natural taste of coffee for start working masculinity enjoyment - Backed by Nestle - Made from 100% authentic Vietnamese coffee -Claim the phrase “Creativity” first - Strong recipe by experts from all around the world who have - Heritage brand - Backed by Vinacafe researched and understood - Authentic taste from the pure - Good smell for the wake-up deeply about Vietnamese coffee coffee impact culture - Very strong taste - The purely natural taste (coffee that 100% made from coffee) and strong brand heritage - Only for the morning moment - Aimed at rural area - The coffee beans from the most famous coffee zones - The Orient recipe and modern technology - Win blind test in taste - The story of coffee capital and Vietnam’s pride & dream - The origins from the capital of coffee
  • 5. About the competitors Strengthen the Business Creativity and Thoughts Brand PACKAGING PRICING PLACE, BRAND ACTIVATION PLATFORM & PROMOTION Provide the Vietnam’s authentic heritage coffee Nescafe & Café Viet Immediately wake up impact for new day with good taste Inspire the creativity for every working moment Vinacafe & Wake-up Inspire the masculinity G7 The products are all in pack, diversified in taste (black coffee, 3 in 1). Packaging utilizes the color: black, red or gold. The amount is nearly the same. The pricing strategy is the same, except “Wake-up” has cheaper price and G7 has some premium hi-class lines. Nescafe has joined the story of “Office Conversation” to talk with office workers Recently, it switched to “Ca phe Viet” – true understanding of the farmers of Vietnam  Not clear platform but spend much effort for communications. Wake-up coffee has communicated to audience through mass media and take advantages of distribution channel  The platform is not well established yet since it is new but the activities have been done much. Vinacafe has clear platform of true coffee and traditional value heritage but not spend much on communication. Utilize the story of Dang Le Nguyen Vu and his statements, the story of Vietnam’s pride to build parents brand (Trung Nguyen); utilize the chain shop for extending distribution. The platform is Creativity and the activities are all around making Vietnamese become more creative.
  • 6. About the competitors KEY LEARNING POINT • Market is huge and greatly potential. The top 3 are dominating the market and owning 3 different stories of coffee: creativity, masculinity, heritage. NESCAFE  Create a new story to be different • The coffee is now easily attached to masculinity image  Something neutral may work for both genders is a good choice. • All three are now having tendency to back to the basic and claiming the strength of having Vietnamese coffee heritage  we can choose to be distinctive. young or urban lifestyle to be Mainstream brand International brand Reasonable price Low price VINACAFE Vietnamese brand High quality Reasonable price G7 International brand Creativity Young spirit Lots of ads Varied portfolio High quality Famous brand High price
  • 7. Background Information CATEGORY TRUTH INSTANT CONSUMER TRUTH PRODUCT TRUTH ENERGY ENJOYMENT FOCUS INSPIRATION STIMULATION AWAKE THINKING
  • 8. Background Information CATEGORY TRUTH INSTANT CONSUMER TRUTH PRODUCT TRUTH ENERGY ENJOYMENT FOCUS INSPIRATION STIMULATION AWAKE THINKING
  • 9. Background Information CATEGORY TRUTH CONSUMER TRUTH 72% consumer drink coffee because of its smell 69.2% consumer drink coffee in the morning PRODUCT TRUTH 60% population of VN is the target customer Target customer: - Male and Female, ABC, 20-27 (Bull-eyes: 23-25) - Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially in the morning
  • 10. Background Information CATEGORY TRUTH CONSUMER TRUTH What they do? ---- It takes them at least 5 to 10 minutes to be real awaken after 1st wake-up. They always say "Just 5 minutes more..." and be awake hours later. PRODUCT TRUTH Why they do? --- Because sleeping thing is the most addictive one in the world, they feel so pleasant, so comfortable with it and they frustrate with waking up without any motives, anything for me to be eager for. Insight: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up phobia which makes me feel extremely annoyed”
  • 11. Background Information CATEGORY TRUTH INNOVATIVE PACKAGE Long-stick package for consumer to make a pop-up open – an explosion to release coffee aroma. CONSUMER TRUTH INNOVATIVE PRODUCT Coffee powder will be put under high pressure with the air inside the package. Thus, it will lead to a burst of aroma into space when open. PRODUCT TRUTH INNOVATIVE PROPOSITION The best potential Brand that turn your daily morning phobia into enjoyment. That’s because of the explosion feeling in experience the product.
  • 12. To put it all together CATEGORY TRUTH CONSUMER TRUTH INSTANT ENJOYMENT Please turn my wake-up phobia into excitement PRODUCT TRUTH The uniqueness of enjoying the aroma CONSUMER BRAND INSIGHT: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up phobia which makes me feel extremely annoyed. I want a kind of coffee - the first thing I do in the morning to help me turn this phobia into enjoyment, especially with its pleasant aroma." A coffee brand that promises to remove your wake-up phobia by offering you not only a great aroma but also a unique way to enjoy it.
  • 13. To put it all together CATEGORY TRUTH CONSUMER TRUTH AWAKE Please turn my wake-up phobia into excitement PRODUCT TRUTH The uniqueness of enjoying the aroma A coffee brand that promises to remove your wake-up phobia by offering you not only a great aroma but also a unique way to enjoy it.
  • 14. Brand Positioning Statement TO - Male and Female, ABC, 20-27 (Bull-eyes: 23-25) - Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially in the morning OUR COFFEE Has an amazing aroma and the interesting way of opening the pack THAT GIVE An instant excitement that help you awake and unleash the wake-up phobia REASON TO BELIEVE - Strong technology to increase the coffee aroma - Innovation of packaging
  • 15. Brand Positioning Statement TO - Male and Female, ABC, 20-27 (Bull-eyes: 23-25) - Lives in urban zones, work in office or study in universities. They are on the final years of studying or beginning of working. They haven’t had family yet, so that they don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially in the morning OUR COFFEE Has an amazing aroma and the interesting way of opening the pack THAT GIVE An instant excitement that help you awake and unleash the wake-up phobia REASON TO BELIEVE - Strong technology to increase the coffee aroma - Innovation of packaging
  • 16. Positioning Template Values - Explosively Give you instant The best excitement to impact aroma Solution unleash - Innovation of For the wake-up packaging phobia The morning waking-up Brand Truth phobia Essence Benefits Functional: Delivery the Instant waking-up the and energy for new day best Brand Emotional: that turn your daily Turn fear into morning phobia into enjoyment enjoyment because of the explosion feeling. Personality Enthusiasm Eagerness Explosive Young Brand insight Core promise “Every morning, I don’t like the wake-up moment at all. It is such almost a phobia but I must accept it. I need something to reduce that” Target Consumer -Male and Female, ABC - 20-27 YO (bull eye: 23-25) - Lives in urban zones, work in office or study in university. Market definition Instant coffee market Compete with G7, Vinacafe, Nescafe
  • 17. Brandkey Model -Enthusiasm Technology to increase the coffee -Eagerness aroma -Innovation of -Explosive packaging -Young Give instant excitement to unleash the wake-up phobia Functional: - Create Delivery the enjoyment Instant awake by the way and energy of opening for new day the pack and Emotional: the explosion of Turn fear into aroma enjoyment Waking-up moment is a daily phobia to me, I need something to turn this fear into enjoyment. Fierce from strong brands: -Nestcafe(Nestcafe and Cafeviệt), -Trung Nguyên (G7), -Vinacafe(Vinacafe and Wake-up) - Male and Female, ABC - 20-27 YO (bull eye: 2325) - Lives in urban zones, work in office or study in university - Not take responsibility of their life, so they are still apathetic Consumers perceive
  • 18. Brandkey Model -Enthusiasm Technology to increase the coffee -Eagerness aroma -Innovation of -Explosive -Young Give instantpackaging excitement to unleash - Create Functional: Delivery the the wake-up enjoyment Instant awake by the way and energy phobia of opening for new day the pack and Emotional: the explosion of Turn fear into aroma enjoyment Waking-up moment is a daily phobia to me, I need something to turn this fear into enjoyment. Fierce from strong brands: -Nestcafe(Nestcafe and Cafeviệt), -Trung Nguyên (G7), -Vinacafe(Vinacafe and Wake-up) - Male and Female, ABC - 20-27 YO (bull eye: 2325) - Lives in urban zones, work in office or study in university - Not take responsibility of their life, so they are still apathetic Consumers perceive
  • 19. Development
  • 20. Development Communication Big Idea: Explode the morning excitement TAGLINE: Ngày mới thêm sung, bùng lên sức sống Activation Platform: the explosion of aroma
  • 21. Development Look back at the Activation Platform EXPLOSIO N OF AROMA
  • 22. Holistic Launching Plan KEY HOOK KEY MESSAGE AWAKEN Objective: dramatize the morning phobia >>> Key message: BI KICH BUOI BINH MINH Viral clip: Bi kich buoi binh minh Social seeding PR CAMPAIGN FLOW ACT AMPLIFY Objective: brand appears to deal with that phobia – turn phobia into enjoyment >>> Key message: TAN HUONG HUONG SOM MAI Objective: amplify Key message: TAN HUONG HUONG SOM MAI TVC: Ngay moi them sung, bung them sung suong Launching event: No tung sung suong PR, social seeding In-store PR Social seeding
  • 23. Launching Plan – “Crash the Enjoyment” Event PRE-EVENT ACTIVITIES GIANT COFFEE BEAN ambiences with real coffee aroma exposed Venue: Royal city in Hanoi & Vincom B in HCM Timing: 4 weeks of April, 2014
  • 24. Launching Plan – “Crash the Enjoyment” Event PRE-EVENT ACTIVITIES WHERE TO EXECUTE? HCM - Vincom B Ambience Hanoi – Royal city Ambience Venues in HCM & HN will be displayed giant coffee bean – mock ups with the best-sparkling coffee aroma. They are carefully covered that nobody can recognize the smell.
  • 25. Launching Plan – “Crash the Enjoyment” Event Exactly each 2 hours, the coffee bean will be opened and the place will be boomed by the irresistible coffee aroma.
  • 26. Launching Plan – “Crash the Enjoyment” Event Sampling activities PRE-EVENT ACTIVITIES Venue: 5 universities & 5 office buildings in each city. Timing: 4 weeks of April, 2014 Activities roll-out Invitation Experience Amplification Distinctive aroma: catching attention PGs invite guests to try the product Launching event invitations Booth Setting & Branding Smashing game PGs Invitation
  • 27. Launching Plan – “Crash the Enjoyment” Event Invitation Distinctive aroma: catching attention Booth Setting & Branding PGs Invitation Experience Amplification A big mock-up of coffee bean with real strong aroma of coffee will arouse TA’s attraction towards booth Besides, samples with high quality cups given away will attract them to booth Our brand logo appears in friendly and recognizable way on the Backdrop (detailed design is provided after) PGs with smile always on their faces will gently invite guests to try sampling
  • 28. Launching Plan – “Crash the Enjoyment” Event Invitation Experience Amplification PGs invite guests to try the product With special sampling cup – Eco friendly high quality cup, coffee aroma & quality is kept by the finest care which guarantee the best coffee for consumers. Smashing game Consumer will hit a coffee pack-shaped bar to get free coffee packs. Winning music will turn on if they hit over … points. Sampling cup – Eco-friendly high-quality cup (give away for customers) Cup are decorated without any branding or logo
  • 29. Launching Plan – “Crash the Enjoyment” Event Invitation Experience Launching event invitations Amplification When they drink up, the invitation at the bottom of the cup will appear.
  • 30. Launching Plan – “Crash the Enjoyment” Event LAUNCHING EVENT Venue: City opera house (HCM) & Royal city (Hanoi) Time: 8– 8h30 am on 5th, May 2014 AGENDA 7 am: we start to block the street to create a large vacant space (about 1000m2) 7h30 am: - helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around. Helicopters are decorated with branding banners and logos - MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together with our TA. 8 am: Release million of balloons from the sky Everyone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places 8h30 am: MC thanks everyone for their participation and special gifts will be delivered at the exit
  • 31. Launching Plan – “Crash the Enjoyment” Event 7h30 am Helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around. Helicopters are decorated with branding banners and logos
  • 32. Launching Plan – “Crash the Enjoyment” Event MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together with our TA. 8 am Release million of balloons from the sky. Everyone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places with coffee aroma
  • 33. SUMMARY CATEGORY TRUTH CONSUMER TRUTH INSTANT ENJOYMENT PRODUCT TRUTH Please turn my wake-up phobia into excitement The uniqueness of enjoying the aroma Give instant excitement to unleash the wake-up phobia Activation Platform: The explosion of Aroma

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