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. BRAND IDEA
6.1 Brand positioning
6.2 Brand essence
6.3 Brand key
6.4 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. 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
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.
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 desire the success &
balance in life with their relation in life and
career
- Urban Youth, 22-29 years old
- Class ABC
- Live in urban cities (HCMC,
HN,CT,DN,HP,NT)
TARGET CUSTOMER
Life concerns & habits:
- Concerns about the work and goals in work, desire in balance
between career & life
- 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
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 others friends 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.
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:
• Reduce tipsy after 5 minutes
• Good for health
• Original & fresh ingredients
• Tanin element in tea match with taste
& smell of kumquat make you wake
up and back to home.
Emotional:
Make you feeling free to enjoy all of
moments with your friends
“As a young modern, confident &
ambitious generation, I not only have to
try my best to reach my goals in my
career path but also I need to balance my
relation network between career & life.
Hangout & have a drinks become our
culture but I don’t want to be drunk that
cannot control myself after that”
8. What they say
Why they do
Why they say
What they do
“I want to be happy in life & success
with my career . That is the reason why I
want to balance & control all of things”.
They want to success and want to balance
life & career by the effort maintain their
social network beside their effort in
career.
Hang out with friend, colleagues , clients
and have some drink.
They believe that a little bit alcohol will
make them get closer and they feel free to
share everything with each other.
CONSUMER INSIGHT
What is the attitude & behavior of TC to RTD tea?“As a young modern, confident & ambitious
generation, I not only have to try my best to
reach my goals in career but also I need to
balance my relation network between career &
life. Hangout & have a drinks become our
culture but I don’t want to be drunk that
cannot control myself after that”
9. brand positioning
To whom
• Office staffs, who desire the
success & balance in life with
their relation in life and career
• Urban Youth, 22-29 years old
• Class ABC
• Live in urban cities (HCMC,
HN,CT,DN,HP,NT
What need
I need to balance my relation
network between career & life.
Hangout & have a drinks
become our culture but I don’t
want to be drunk that cannot
control myself after that”
R2B
Original & fresh ingredients
Tanin element in tea match
with taste & smell of
kumquat make you wake up
and back to home.
Uniqueness
Reduce drunk after 5
minutes by the combination
between tanin element in tea
leaf with smell & taste of
kumquat
10. Brand idea - brand essence
BRAND ESSENCE
Fullness your
enjoyable
moments
(Cho cuộc vui luôn
trọn vẹn)
Category
Truth
Brand
Truth
Consumer
Truth
“As a young modern, confident &
ambitious generation, I not only have to
try my best to reach my goals in the
future but also I need to balance my
relation network between career & life.
Hangout & have a drinks become our
culture but I don’t want to be drunk
that cannot control myself after that”
Convenient
Bring everywhere
Easy to drink
Thirst – quenching
Easy to store
Better than pure water
Functional:
• Reduce tipsy after 5 minutes
• Good for health
• Original & fresh ingredients
• Tanin element in tea match with
taste & smell of kumquat make you
wake up and back to home.
Emotional:
Caring your enjoyable moments
11. Brand idea - brand key
Brand
Essence
Fullness
your
enjoyable
moments
Solution for youth control themselves after have
fun with friends
Good taste & nice packaging
Competitors
environment
Tough,
with strong
competitors
Target
Office staffs.
Urban Youth, 22-29.
Class ABC
Live in urban cities
Root Strength
Insight
“As a young modern, confident & ambitious
generation, I not only have to try my best to reach
my goals in career but also I need to balance my
relation network between career & life. Hangout &
have a drinks become our culture but I don’t want
to be drunk that cannot control myself after that”
Benefit
Functional : Control
yourself with free
enjoy your fun
Value, Belief
& Personality
R2B
Tanin element in
tea match with
taste & smell of
kumquat
Original & fresh
ingredients
DiscriminatorEmotional :
Make you feeling
free to enjoy all of
m moments
Reduce drunk
after 5 mins by
the combination
between tanin
element in tea
leaf with smell &
taste of
kumquat
Offer you a solution to
make every your
enjoyable moment
become fullness
12. Brand idea - 6P
Product Packaging
The perfect combination between Tanin element
in tough of fresh tea leaf and gentle sour , good
smell of kumquat that make you get our of
drunk and be ready to back to home/work.
13. Brand idea - 6P
Price
Place
Focus on mass distribution in both modern & traditional channel but more invest in modern
channel ( Supermarket, Convenience store , Circle K , Shop and Go ,
In 6 big cities .
Using skimming pricing strategy in the 6 first months launching product & after get more
awareness , we will slow down the cost the same with competitors.
To realization this strategy , we need to invest more in PR & Sampling activity.
Detail in the next Promotion step.
Price : Glass bottle with nice packaging 350 ml
12,000 VNĐ – 15,000 VNĐ and retailers have to commit that ONLY ONE PRICE, avoid the
increase cost more than the price of Producer.
14. Brand idea - 6P
Perception
Promotion
It’s a kind of RTD tea that can make you get
out of drunk after 5 minutes
15. COMMUICATION IDEA &
BRAND ACTIVATION PLATFORM
BRAND BIG IDEA
COMMUNICATION BIG IDEA
CAMPAIGN BIG IDEA
ACTIVATION PLATFORM
FULLNESS MOMENTS
FULLNESS LIFE
LET MOMENTS
BECOME FULLNESS
LET FEEL FREE TO ENJOY,
WE CARE THE WHOLE
( BẠN CHỈ CẦN VUI CHƠI THÔI,
CÒN LẠI ĐỂ CHÚNG TÔI LO)
PARTY WITH TEMPORARY MUSIC
16. Drunk and out of control
make worst thing
Experience the tangible
original + fresh ingredients
Viral activities
Sampling + Coordinate with
bar, beer, pub & beer
company
PR, news, V-blog , video clip
Sampling, TVC, OOH, Social
PR.
ORIGINAL + FRESH INGREDIENTS
Trigger Engage
DELOYMENT PLAN
For fullness moments
Reality TV series
TV, Social PR, digital
Amplify
Raise the problem about beer
culture, beer increase percentage,
accidents by drunk….
Give experiences about the
effective of RTD tea
Multiply the effect of integrated
Marketing activities + leverage
the effectiveness of new RTD tea
Objective
Key message
Key hook
Key channel
Key channel 2 weeks - 1 bills 2 months -24 bills 1,5 months bills
18. TRigger
Raise about accidents by alcohol more and more effect to youth life
Drink responsibility become topics that many beer brands mention and
encourage
The most important things is the youth already know about that they
should not drink too much but it’s not easy to remember when they on the
party with their friends, their colleges,…
Many problems around alcohol story make people have to discuss.
19. Engage
Cooperate with beer, pub, restaurant glass A,B,C to sampling product after
guests having meal.
In the gentle way, PG invite guests using new RTD tea to get out of drunk &
back home safety or back to work with a free spirit.
In the bottom of each glass, we stick photos that recall them the relation
they need to keep in life beside career & remind them should not drink too
much to back with their family, their love.
20. AMPLIFY
- After campaign, cooperate with “Drink responsible campaign”
organization to widen our project.
- Go PR such as “A brand take action for realize campaign “Drink
responsibility”
KPIs
- Reach 50% target audiences’ attention & awareness
- Engage 30% target audiences’ reaction & interaction
- Earned media (30% media value compare to all media effort)
