2. AGENDA
1.BACKGROUND
1.1 Market review
1.2 Market’s potential
1.3 Business background
1.4 Business ambition
2. BUSINESS OPPOTUNITY
2.1 Competitor review
2.2 Main competitor review
3. SEGMENTATION
3.1 Segmentation
3.2 Target consumer
4. OVERALL TRUTH
4.1 Category Truth
4.2 Consumer Truth
4.3 Product/ Brand Truth
5. CONSUMER INSIGHT
6. 6P
7. COMMUNICATION IDEA
7.1 Brand activation platform
7.2 Brand activation idea
8. LAUNCHING
3. RTD tea remained the most consumed type of soft drinks in Vietnam. RTD
tea attracts consumers for its naturally healthy image. 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. 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. Estimate profit 2013
is 11,000 billions VND.
MARKET REVIEW
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.
MARKET’s POTENTIAL
BACKGROUND
4. Being a strong company in Food & FMCG categories with strong
finance capable & placement system. We want to widen our
category in soft drink – potential category & we want to start
with RTD tea category first .
BUSINESS BACKGROUND
Become the first brand of real – tea that get consumer’s trust
Leading in market share for office – staff in 2 years launch.
BUSINESS AMBITION
BACKGROUND
5. 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 Dr Thanh. 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 Hiep Phat’s efforts.
Together with Tan Hiep Phat, C2 - URC, Real leaf – Cocacola , Lipton pure green , Tea + of suntory
Pepsico also strong & entrence competitors in this category.
COMPETITOR REVIEW
BUSINESS OPPOTUNITY
We define 03 groups in this category are : normal thirsty – quenching, heating release, diet
MAIN COMPETITOR REVIEW
In this group, leading group is Zero
Degree Tea, C2 series,….
They focus on product’s functional.
They have some bad feedbacks from
consumers about not original tea leaf
In this group, Dr Thanh & Tea plus get more
advantage most not only by their strong
advertising but also their growth of sale. They
all have a strong placement channel that cover
all over the country.
Thirsty
quenching
Heating
release +
diet
6. We focus on these person who care about
their career, their image and a good health
for them to reach their goal in life & work
SEGMENTATION
SEGMENTATION
Office staffs, who care about their health
Urban Youth, 22-29 years old
Class ABC
Live in urban cities (HCMC,
HN,CT,DN,HP,NT)
TARGET CUSTOMER
RTD tea U&A:
- Drink RTD as a way to fill in thirsty – quenching and good
for their health. They think RTD tea can replace the pure water
- Frequency: 1-2 times/day
- Consumption: approx. 1 bottle/use
- Drink when ever they feel thirsty ( lunch, going outside ,
hot weather )
- They drink personal & with friends, sometime they buy for
the ohters friend to enjoy together
- - Afraid of being used not quality product
- They begin to skeptical about quality of RTD tea by many
bad feedback raised & discover on the media channel.
Profile:
- Office staffs, who
care about their
health
- Urban Youth, 22-
29 years old
- Class ABC
- Live in urban
cities (HCMC,
HN,CT,DN,HP,NT)
Life concerns & habits:
- Concerns about the work and goals
in work.
- Looking for a good life, stable family
& ideal job with high salary.
- Love studying & experience more to
prove themselves and get more of life.
- They care about belonging to a
group in their life
7. OVERALL TRUTH
CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH
Convenient
Bring everywhere
Easy to drink
Thirst – quenching
Easy to store
Better than pure water
“RTD tea that I can fill in my thirst –
quenching after a drink, a little sweet,
tea tasting & ice make I feel enjoy
immediately- especially I can keep it
and use the next time”
Functional:
• Thirst – quenching
• Good for health
• Original & fresh ingredients
• Tangible the fresh of RTD tea
Emotional:
Offer a high level look of a RTD tea
We are original & fresh ingredients
“As a young modern, confident &
ambitious generation, I drink a fresh and
ice RTD tea make me feel thirst –
quenching that good taste,safe and
good for my health, I also believe in that
even when there are some news about
ingredients of these kinds of RTD tea.”
8. What they say
Why they do
Why they say
What they do
“I want something to fill in my thirst –
quenching that good for my healthy is a
add point .”
They care for health because they
recognize that they only can work good
& reach their goal by a good health
I drink RTD tea because I think It’s
better than cabonhidrat drink & good
taste than pure water
They believe tea is good – that why
all product from tea is good too
INSIGHT
What is the attitude & behavior of TC to RTD tea?
In a busy life that I have too many goals
have to be reached, I need a good health
to push myself forward. I want to drink
products that good for my health but
easy , convenient & good taste that can
replace complex steps like smoothies,
fruits everyday.
9. 6PS TO SUM UP PRODUCT
MIX TEA
GREEN – FOR ORIGINAL
Original from fresh tea leaf
That have a neck tag out side with tagline
“ Drink the pure & original from tea leaf
10. 6PS TO SUM UP PRODUCT
MIX TEA
RED – FOR PERFECT HEALTH
Apple tea – mixing the benefit of apple & tea that
give you not only a good & fresh taste but also a
perfect health
11. 6PS TO SUM UP PRODUCT
MIX TEA
BLACK – FOR STRONG
What do you think about the perfect
combination of coffee and tea ? Strong
men, pick one and enjoy your working
more effective.
12. The first one launch is bottle with inspire
packaging & tangible ingredients – that
perfect for heath & good taste.
Price : 20,000 VND
Place
Focus on mass distribution in both
modern & traditional channel (
Supermarket, Convenience store ,
Circle K , Shop and Go , Market,
small stores,…)
Especially in vain machine in the
office buildings , shopping mall
Place – Packaging - Price
6PS TO SUM UP PLACE – PACKAGING - PRICE
Packaging
13. The first one launch is bottle with inspire
packaging & tangible ingredients – that
perfect for heath & good taste.
Price : 20,000 VND
Proposition
Place – Packaging - Price
6PS TO SUM UP PLACE – PACKAGING - PRICE
We want our customer have the perception
that we are “Original + Fresh Ingredients”
14. COMMUICATION IDEA&
BRAND ACTIVATION PLATFORM
BRAND BIG IDEA
COMMUNICATION BIG IDEA
CAMPAIGN BIG IDEA
ACTIVATION PLATFORM
ORIGINAL + FRESH
INGREDIENTS
TANGIBLE
ORIGINAL + FRESH
INGREDIENTS
ORIGINAL + FRESH
INGREDIENTS
COOKING
15. Only real things give
you a good health
Experience the
tangible original +
fresh ingredients
Viral activities Sampling
PR, news, screen
stream
Sampling, TVC , OOH,
Social PR, event, PR
Key message
Key hook
Key Channels
ORIGINAL + FRESH INGREDIENTS
Trigger Engage
DELOYMENT PLAN
Real things, good
health
TV series
TV, Social PR, digital
Amplify
Raise the problem
about health of many
people nowaday
Give experiences
about tangible
original + fresh
ingredients
Objective
Multiply the effect of
integrated mkt activities +
leverage the tangible
original + fresh ingredients
17. KPIs
- Reach 50% target audiences’ attention & awareness
- Engage 30% target audiences’ reaction & interaction
- Earned media (30% media value compare to all media effort)
