Vinamilk is launching a new soy milk brand called Evasoy targeting young women aged 18-25. The document discusses the soy milk market in Vietnam and consumer insights. It then outlines Vinamilk's brand strategy for Evasoy, including the brand purpose to help women take care of their beauty and health from inside. The campaign will use TV, social media, and an event to raise awareness of the benefits of soy milk and trigger trials of Evasoy soy milk.

2. EVASOY-VINAMILK
1
•GENERAL ABOUT SOY MILK.
2
•EVASOY INTRODUCTION
3
•PROJECT LAUNCHING

3. GENERAL ABOUT SOY MILK MARKET
0 1 2 3 4
2004
2005
2006
2007
2008
2009
SOY MILK CONSUMTION RATE
SOY MILK CONSUMTION
RATE
Annual growth
rate achieved
24,2% each year.

4. GENERAL ABOUT SOY MILK MARKET
• Vietnam was among top 4 countries over the
world that had the highest rate of soy milk
consumption (with over 500 millions litters).
(Source:“Statistic of Compass Packaging in 2012”)

5. GENERAL ABOUT SOY MILK MARKET
Sales
Home-cooked soy milk
Soy milk packed products
Statistic of Compass Packaging in 2012.

6. EVASOY-VINAMILK
BRANDKEY

7. EVASOY-VINAMILK
ROOT
• Top company in the
milk industry in
Vietnam.
• 38 years of experience
within the milk industry.
• 9 years received “High
qualities Vietnamese
goods” certificate.
• Apply high technologies
and new machines in
milk production.

8. VINAMILK PORTFOLIOS IN SOYMILK
VFRESH
• Good for heart.
GOLDSOY
• From natural soybeans, not
apply any changed gene
method.
• Help to strengthen bones.

9. EVASOY-VINAMILK
COMPETITIVE ENVIRONMENT
• Direct competitor:
Other companies which
have soya milk
products.

10. EVASOY-VINAMILK
COMPETITIVE ENVIRONMENT
• Indirect competitor-
beauty care beverages:
 Juice & Fruit Smoothie.
 Collagen products
 Cosmestic

11. EVASOY-VINAMILK
TARGET CONSUMERS
• Female, age from 18-25.
• Living Standards Measure: LSM 5+, 4 key
cities.
• Personality:
Take real care to beauty care and healthy care.
Willing to take any methods that are good for
their beauty and health.

12. EVASOY-VINAMILK
HUMAN TRUTH
What comes
from 100%
nature is always
the best and
effective.
I don’t like soy milk
packed product
because of its
unnatural flavour.
Home cooked soy milk
is better and more
safety.

13. EVASOY-VINAMILK
BRAND PURPOSE
“A gift from nature that helps women to
take care of their beauty and health from
inside.”

14. EVASOY-VINAMILK
PRODUCT TRUTH
• Isoflavones + BBIC + Collagen: Maintain a
youthful beauty, anti skin-aging.
• Vitamin E, C: Help to get a smooth, firm skin
and protect your skin from any UV-generated
free radicals.
• Keep body fit with diet sugar.
• Easy to drink with 4 flavours: kiwi, cherry,
blueberries, grapes.

15. EVASOY-VINAMILK
FUNCTIONAL BENEFITS
• Help to maintain a youthful
looking, anti skin-aging.
• Quell dryness by helping
skin retain its natural
moisturizers.
• Feels like a burst of
freshness on skin.

16. EVASOY-VINAMILK
EMOTIONAL BENEFITS
Allow ladies to enjoy fully beautiful things in
their lives.

17. EVASOY-VINAMILK
BRAND DISCRIMINATOR
• A combination of Collagen and soya helps to:
Anti skin-aging.
Make skin smooth.
Keep body fit with diet sugar.

18. EVASOY-VINAMILK
BRAND PERSONALITY
Natural
Youthful
Elegant
Fresh

19. EVASOY-VINAMILK
AMBITION
Empowering ladies to enjoy fully best things in their
life by owning a good health and a youthful, natural
beauty.

20. EVASOY-VINAMILK
PROJECT

21. EVASOY-VINAMILK
BRAND’S JTBD
• Raise awareness of Evasoy
among young women
whose age from 18-25 year
old.
• Create an understanding of
Evasoy among 80% of young
women by the end of the
campaign.
• Increase the market share
from to 10%.
PROJECT’S JTBD
• Get ladies (18-25 years old)
who want to own a youthful
and natural beauty.
• To try new Evasoy-Vinamilk.
• By offering them a simple
yet effective beauty
treatment comes from
natural ingredients of soy
milk, vitamins, and collagen,
which makes their skin soft
and smooth.

22. EVASOY-VINAMILK
Issues
Home
cooked soy
milk is surely
the best and
more safety. I know soy milk
is good but I
don’t know
exactly what
benefits soya
milk can bring to
me.
I don’t like soy milk
flavour. Without sugar,
soy milk is hard to drink.
But with sugar added in,
it’s not good for my
health.

23. I know soy milk is
good but I don’t know
exactly what benefits
soy milk can bring to
me.

24. EVASOY-VINAMILK
Opportunities
• The market of soy milk packed products have
not been exploited completely.
• Young adults do not drink soy milk.
• Most young women always expect to own a
natural beauty without harm to their health.

25. EVASOY-
VINAMILK
INSIGHT PROJECT
• Being beautiful is not enough.
• A beauty that can captures every eyes
must be a fresh and youthful beauty.
• And vitality of the youth is reflected
only through a firm, smooth skin and
a good health.

26. EVASOY-VINAMILK
CONCEPT

27. EVASOY-VINAMILK
BIG IDEA- MESSAGE
Big idea: “Magic of soybeans.”
(Ma lực của những hạt đậu nành)
Message:
“A wonderful life from magical soybeans.”
(Cuộc sống tuyệt vời từ những hạt đậu nành nhiệm màu)

28. EVASOY-VINAMILK
CAMPAIGN

29. EVASOY-VINAMILK
TRIGGER ENGAGE AMPLIFY
PURPOSES Raise awareness
of Evasoy among
young women
whose age from
18-25 year old.
Get women (18-25
years old) to try new
Evasoy-Vinamilk.
Get women (18-25 years
old) to like and use
Evasoy product regularly.
ACTIVATIONS Air the
advertisement of
Evasoy.
Show a short series
film named “The
magical turning-point
of Cam”.
But Dau land festival .
MEDIA
CHANNELS
TV
Social Media
Website
Website
Social Media
Event
PR

30. EVASOY-VINAMILK
TRIGGER (TVC)
 Tam is a beautiful nice girl who lives with a step mother and a step sister named Cam.
Everybody loves Tam but hates her sister. Cam feels jealous and tells her mother to force Tam to
sell soy milk at the market to raise the family. While making soy milk, she rolls soybeans and a
goddess named But Dau. The goddess teaches her how to become a beautiful girl. Gradually,
Tam owns a fresh, youthful beauty that everyone admires.
 Accidentally, she was caught in a photo by a customer. The photo is soon spread widely on
social website and Tam becomes famous with title “The hot girl sells soya milk”. A very rich
handsome young man named Hoang Tu comes to see her because of curiosity. They fells in love
with each other at first sight and get married a short time later.

31. EVASOY-VINAMILK
ENGAGE
• Show a short series film named “The magical
turning-point of Cam” on website and social
website.
• Schedule showing time: 15 minutes/section. 2
sections/week.

32. EVASOY-VINAMILK
ENGAGE (MAIN IDEA)
 After Tam gets married, Cam is forced to sell soy milk to earn money for living. While making soy milk,
she rolls soybeans strongly. A goddess named But Dau appears and teaches her how to become a
beautiful, nice girl that every one likes like Tam.
 Gradually, Cam becomes a very lovely, nice girl that everybody around likes. She comes to apology Tam
for her mistakes in the past, and two sisters becomes close to each other. Then she is invited to act in a
movie named “The magic land of soy seeds”. After that, she is famous and becomes a super star. Now,
she is admired every where she goes.

33. • A question for audiences at the end of
every section.
• To answer question, audiences come
to Evasoy’s website.
• Answer from each section are clues for
the main message of Evasoy, which
will be showed at the final section
EVASOY-VINAMILK
ENGAGE

34. EVASOY-VINAMILK
AMPLIFY
• Collect 6 lids of Evasoy’s cans will get a free t icket to
But Dau land’s festival.
• Audiences who get right answers are free to enter But
Dau land and receive rewards during But Dau land
festival.

35. EVASOY-VINAMILK
AMPLIFY
• Activities:
Receive free skin advisory and skin treatments.
Practice exercises to keep body f it.
Eat delicious food made from soya, soya milk.
Buy beautiful clothes, hand-made accessories.…
Special: The magic soybeans house.