Young Marketers Elite Program - 1st Grand Presentation - Nhom 1

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Young Marketers Elite Program - 1st Grand Presentation - Nhom 1

  1. 1. COFFEE ASSIGNMENT
  2. 2. Agenda 1. Project background 2. Finding insights Research brief Research tasks Potential insights Recommended/selected insight 3. Brand Ideation Review & Analysis Proposed insight Brand Positioning Statement Brand Key 4. Communications Big Idea 5. Sources of references if any
  3. 3. 1. Project background Business objective: develop a new brand of coffee for the youth Target: Young urban people, aged 18-30, frequent coffee drinker (>= 3 times/week)
  4. 4. 2. Finding insights Research brief Research objective: Finding consumers’ insight that is strong and big enough to develop a new coffee brand. The key findings must answer the questions of what are the target audience drinking coffee for. What is their true coffee dream? Respondent profiling: Vietnamese young urban people, aged 18-30 Unbranded & branded coffee consumers who have habit of drinking coffee at least 3 times/week. •- A: 20 years old, studying at a university in HCMC, having a part time job and being an active member at school. He is usually staying up late to solve the works and studies. Hobbies are reading books, travelling and his dream is to become a marketers. He drinks ice blended (Urban station and Caztus) twice a week on the way to school or while hanging out. He loves his social life. •- B: 24 years old, start working in an insurance company in HCMC for 1 year and start to capture some progress. He is aiming for higher salary this year so he tries to complete every tasks the boss assigned to him. That makes him stay late at night usually. He drinks G7 all the night. At noon, he usually drinks Phuc Long to make alive for the evening’s work. •- C: 28 years old, just been promoted to Head of a department in a private company. He has been well growing and usually goes to Highland or Coffee Bean to chitchat with business people, so with him, coffee is now a regular drink in daily life. At home, he wants to reserve the happiness of family and he drinks coffee in the morning with family as a way of enjoyment.
  5. 5. 2. Finding insights Research brief • Direction: • - Desk research and then do the real research on field (both qualitative and quantitative) • - Every aspects, its purpose should be either discover a consumer truth or a category truth / product truth • - Start with [Desk research] [Category truth] • - Next, do the [Desk research] [Consumer truth]  this is when you find the tensions of the youth and areas for brand to step in  objective: after this stage, we can make an approach for insight. • Combine these two and find the big dream of youth for drinking coffee? What are they thinking / perceiving when drinking coffee? Is there an emotional effect that only coffee can bring but not soft drink or tea can? Explore their story of desires: family, career, social life, and their own style. • - Do [Field research] [Consumer truth]  this is when you test your findings, assumptions and approach on the real target audience: what do they actually feel? (Focus group / interview to pick up and then double check with questionnaire). • - Sum up everything in paper to come up with an insight.
  6. 6. 2. Finding insights Research tasks Desk research Instant coffee market
  7. 7. 2. Finding insights Research tasks Desk research The articles like “X Things to when you turn Y years old” encouraging a “live now – enjoy the moment – make it worth living” spirit, and these articles make the youth crazy. -Quan Kun, ba Tung… are typical cases of a phenomena in the youth: “Want-to-be-famous” or deep in every single one: they want to stand out and be remembered. -Considering other youth brands are communicating: they are encouraging a “live the moment, exploring more and more” spirit of the youth, because the youth is different and unique, worth living. -They dream http://kenh14.vn/goc-trai-tim/hay-cu-uoc-mo-di-20121052329273.chn, they may find an escape in their writings, they doubt everything, they have idols to follow, they want to explore (Huyen Chip’s case is an example – however, she is famous simply because she is doing what every other young ones desire to do) - With nearly 30s, they are the want-to-be-perceived-as-successful people
  8. 8. 2. Finding insights Research tasks Focus group 2 respondent groups (Students & Office staff) aged 18-25, urban, frequent coffee users (>= 3 times/week) Part 1 – Consumer truth about lifestyle Questions about daily routine of respondents, their study/working habits, their relationships (family, friends) Dynamic students will spend a reasonable amount of time for study. Besides, they will spend more time on extracurricular activities/ part-time jobs (stay up late, wake up soon) They spend much time on working. Especially those who have just worked for 1 or 2 years will use a lot of their private time for work. For example, stay up late to finish work or enroll in business or language courses to improve their technique
  9. 9. Part 1 – Consumer truth about lifestyle Their relationships Family Friends Even though they still love their families most but they spend most of the time on home-out social activities. Even when they are at home, they rather spend time on social networks to consolidate their social relationships then chit chat with family members They feel responsible for their families. However, It’s just their material contribution to family daily living expense. They still hesitate to share their personal life, personal thoughts with their family members.
  10. 10. Part 1 – Consumer truth about lifestyle Their relationships Family Friends 5-7 closed friends. Their friends have a big impact on their thoughts and their decisions. They maintain this kind of relationship via facebook, cellphone messages. More important, they have a “secret jealousy and competing” towards their friends’ achievements. 2-3 closed friends. Their friends have a big impact on their thoughts and their decisions. They usually compared themselves with their friends & use it as their motivators to move forward & be better.
  11. 11. Part 2 – Their behaviors towards coffee category 2 circumstances: they need coffee as a wake-up pill to work late at night; when they need a moment to think When? Because coffee creates a space & time to think thoroughly (coffee truth: slow you down, you Why? cannot drink a coffee cup in 1 shot due to its Taste? bitterness and condense) They like coffee’s odor but feel uncomfortable with its bitterness. Together with odor, they believe that coffee would be much more wonderful thanks to coffee’s sweet & fatty flavor.
  12. 12. Part 2 – Their behaviors towards coffee category 2 circumstances: they need coffee as a wake-up pill to work late at night; when they need a moment to think When? Because of coffee’s functional benefits, they feel Why? awake and fully concentrated to complete their work better & faster. Taste? They are fine with coffee’s bitterness. They even choose Espresso or black coffee cause they think it will have a bigger & instant impact that helps them awake and focus immediately.
  13. 13. Part Their concerns: price, flavor, adverts, recommended by friends They rarely drink coffee at home, mostly at coffee shop. 3 – Their behaviors towards Favorite brands: G7 & Nestlé, because they have current coffee brands interesting ads which raise their curiosity to try. If the quality is acceptable, they will continue using it. Coffee consuming habits & their thoughts Their concerns: flavor, adverts, recommended by friends They frequently drink coffee at home, at office or even coffee shop, wherever related to work. Favorite brands: G7 & Nestlé, because they are tasty and provide qualified functional benefits.
  14. 14. 2. Finding insights Research tasks Quantitative research A questionnaire on 84 young adults (18-25), have a habit of hanging out with friends and those often choose coffee shop as a place to hang out / study. 1. 60 of them are male, only 24 female taking the questionnaire. 2. 35% of them have a loyal instant coffee brand among that, their purpose of drinking instant coffee is + 85% to stay late at night to study for exam + 65% to stay late at night to watch football + 30% to stay awake in the morning because they have to study in the morning + 20% just because they like the taste of instant coffee 3. Among those who take instant coffee, 76% choose 3-in-1 thanks to easy-to-drink taste but good smell and the effect is still good. 4. The brand awareness and action of this audience   Aware Like Alread y used Regurla y use Loyal  fan 85% 34% Coffee  Bean 100% 67% 100% 78& Urban  Station 80% 67% 17% 5% -- 34% 34% 7% 65% 32% -- -- -- 17% 17% -- 2% 12% -- -- -- 2% -- -- -- -- Phuc Long Highland 65% 34% Trung  Nguyen 100% 34% 92% 62% Passio Vinacafe 92% 85% G7
  15. 15. 2. Finding insights Research tasks Quantitative research 5. When asking to arrange to priority of the things in their life in the scale of 5, here is the mean 1. Career – 2.4 2. Family – 1.8 3. Social life – 4.1 4. Social status – who I am – 3.2 5. Money – 2.7 When asking to agree or not to the statement, the audience can rate 1 to 5 (strongly disagree to strongly agree) and here is the mean STATEMENT 1. I feel the 18-25 are the most beautiful ages of the life 2. I no need to worry for future 3. A better preparation is good for my career 4. I know that I should focus on my career more than enjoying the world 5. I do not know what to do to achieve success 6. I feel confident in my ability 7. I feel I deserve the best career after graduating MEAN 3.7 1.2 3.1 2.9 4.0 2.5 1.6 In brief, the youth is not really self-confident in career foundation and they acknowledge that they need preparation but they still prefer the enjoying-the-moment lifestyle since they do not want to miss anything in this life. Career has never been their top priority but it is potential to be a big concern of them.
  16. 16. 2. Finding insights Potential insights Insight 1 Insight 1 I am exhausted, I want to give up but I cannot Insight 1 I have to move forward, I am afraid of missing opportunities if I stop for a moment What they say? I want to show my masculinity why they say? Being admired by girls is my biggest trophy I want to give up for a moment but still have chance to take it back. I want to escape for a minute and then comeback with a full-energy me Insight 1 why they did? I want a drink that can give me an experience journey: I walk in that journey like a boy and walk out like a man.
  17. 17. 2. Finding insights Potential insights Insight 1 Insight 1 If I have a background like him/her, I would be more successful Insight 1 I think I can do anything, if I have condition What they say? Sometimes I neglect my family though I know they are most important to me why they say? They desire belonging to a social group more than to be with family A drink give me the motivation and full possession to make the big thing though I have a normal background. Insight 1 why they did? My family is the key purpose of my success, I desire a drink give me a remind of that.
  18. 18. 2. Finding insights Recommended/ selected insight I desire a drink that reflect my passion and 100% focus on what I am doing so that I can imprint myself Context: The Youth nowadays is facing with many opportunities and they are easily influenced by others. So that they don’t know which way they should go, wonder themselves and scare if they made a wrong choice Solution: Our brand inspire that No matter what you do, but how you do it is the most important thing. Keep going and you will get what you want
  19. 19. 3. Brand ideation Proposed insight Youth is the best time of life, we should make use to enjoy every moment of life. But, in fact, the period from 18 to 30 is an extremely important and prerequisite step to build foundation for your career success that men should focus on. Then you can truly enjoy life. Insight: I know that youth is my big chance to build foundation for my success, it’s a big and smart sacrifice for life truly enjoyment, so I need a drink that understand and accompany with me.
  20. 20. 3. Brand ideation Brand positioning The best coffee for the youth from 18-30 years old, heavy coffee drinkers that authentic and strong to give you the really strong coffee taste (which awake you) because We make coffee at place from authentic coffee beans
  21. 21. 3. Brand ideation Brand key 1. Root strengths: the authentic Vietnamese coffee brand created for the young generation 2. Competitive Environment: - Take away coffee: Phuc Long Coffee, Passio, - In instant coffee market, the biggest market share is own by Trung Nguyên (26,3%), followed by Vinacafe (22,8%) and Nestlé (21,7%). - In pack coffee, many competitor brands such as Trung Nguyên, Phuc Long, Starbucks, Gloria’s Jeans, The coffee bean and Highlands. 3. Target: The Vietnamese Young individuals - 18-25, BCD income, still study or start to work - Frequently use coffee (3 times a week), loyal or loyal-able with a coffee brand 4. Insight: I know that youth is my big chance to build foundation for my success, it’s a big and smart sacrifice for life truly enjoyment, so I need a drink that understand and accompany with me. 5. Benefit: The most effective coffee that can wake up the sense of responsibility of the youth. 6. Values, beliefs and personality: inspiring, passion, enthusiasm, authentic, young but mature and masculine 7. Reason to believe: The original purpose of establishment is for the youth and the ability to awake people with the authentic coffee. 8. Discriminator: The drink wakes the mature responsibility of the young to create real enjoyment. 9. Essence: Focus for your career foundation
  22. 22. 4. Communication Big idea No pay, No gain Đường dài mới biết ngựa hay Sacrifice youth

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