Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Young Marketers Elite Program - 1st Grand Presentation - Nhom 2

5,805 views

Published on

Published in: Business, Technology
  • Be the first to comment

Young Marketers Elite Program - 1st Grand Presentation - Nhom 2

  1. 1. 1st GRAND PRESENTATION GROUP 2 TRUNG HIẾU - HOÀNG LÂN – PHƯỢNG TƯỜNG – PHÚ CƯỜNG– NGỌC TRÂM
  2. 2. AGENDA 1. PROJECT BACKGROUND 2. FINDING INSIGHTS 2.1 Research brief 2.2 Research tasks/what to do 2.3 Potential insights 2.4 Recommended/selected insight with the rationale why 3. BRAND IDEATION 3.1 Review & Analysis (competition review, category/product truth, brand truth) 3.2 Proposed insight 3.3 Brand Positioning Statement 3.4 Brand Key 4. COMMUNICATIONS BIG IDEA
  3. 3. PROJECT BACKGROUND ABC company is a young company with strong financial status. They decide to invest & penetrate to the coffee market for domestic consumer. In case of you are a Brand Manager of ABC company , ABC require that you have to develop a coffee brand for Vietnamese youth. TARGET CUSTOMER : - Youth , 15 – 30 years old. - Living in urban at HCMC & HN - Drinking coffee at least 3 times/week
  4. 4. FINDING INSIGHT THE NEEDS & CONSUMPTION HABITS OF THE YOUTH TO COFFEE IN HCMC & HN RESEARCH BRIEF Brief number: RB – 01-2013 Date: December 27th 2013 Client Group: No Name company Client Contact: Level 10 AB Towel, Nguyen Hue Boulevard, District 1, HCMC Description Referent brands This research is used to explore & measure the needs and consumption habits of the youth (15-30 years old) to coffee who live in urban areas of the 2 biggest cities in Vietnam: Ho Chi Minh City & Hanoi. Local: Highlands, Trung Nguyen, Phuc Long, Vinacafe. International: Starbucks, The Coffee Beans & Tea Leaf, Gloria Jeans, Nestcafe Market Consumer segment The market of 4 main types of coffee: Coffee pack, Instant Coffee, Coffee-to-go & Coffee shop. Market location: Ho Chi Minh City & Hanoi. Divided into 3 segments: a. 15 – 18: high-school students b. 19 – 22: under-graduated students c. 23 – 30: white collar (young officers, young businessmen,…) – Client’s recommendation Live in urban areas in HCMC and Hanoi, both male & female. Drink coffee at least 3 times/ week. Background ABC company is a young company with strong financial status. We decide to invest & penetrate to the coffee market. Our target consumer is the youth, from 22-30 years old, who lives in the urban areas of key cities (HCMC & Hanoi). Our vision is to create a coffee brand that gain love from target consumers (can be smaller or niche if research agency give reasonable & convincing recommendations) – and our strategic business model is at least ¾ types of coffee business models (Coffee pack, instant coffee, coffee-to-go and coffee shop). We are seeking for a conceptual product that meets at least ¾ above coffee business models. The coffee we offer is authentic and high-quality, but not excellent.
  5. 5. THE NEEDS & CONSUMPTION HABITS OF THE YOUTH TO COFFEE IN HCMC & HN Project Objective Prepare to launch coffee brand for consumer specially from 22-30. We have some recommendation to research to: - Identify the potentiality of coffee market (with domestic consumption, market trends and growth, key impact, functional benefit, general emotional benefit native of coffee competitors in target consumer’s mind,…)  give recommendations/ opportunities directions - Identify the Customer’s behavior and attitude (daily concerns, trend, love, attracted, tension, dream, brand coffee all of Vietnamese youth care) to have an overall understanding of them. - Identify the potentiality of coffee market to the competitors (analyze key relevant competitors’ business, vision,… to have an overall view of the coffee market) - Find out why they love brand faithfully or why they easy to switch to other brand ( for example between 2 brand similar why they choose this brand why they don’t choose the other. ) - Define the suitable Coffee concept for target customers. Action Standard Presentation/ reporting requirements - At least 100 sample for Quantitative research An Executive Summary that covers each of the objectives and contain summary - Focus Group ( 4 brands, at least 3 people/brand – 5 unbranded customer ) conclusions shall be included in the final report. Reports are to be written in plain - At least 3 recommended insights. English with one hard-copy and one soft-copy. - Dig in at least 1 most potential insight to develop 1 brand concept A presentation of the findings is also required. Respondent Requirement (1) Not work in marketing/ research/ communication field (2) Not work in any coffee business (3) Active respondents: Easy to share, to discuss. (4) Meet the requirement of target consumers. Timing From December 22th 2013 to December 27th 2013 (5 days). Brief Acceptance Stimulus materials
  6. 6. FINDING INSIGHT RESEARCH METHODS OVERVIEW RESEARCH REPORT DESK RESEARCH - The potentiality of the domestic coffee market in VN - The potential customer segmentation in VN for our product – define & describe QUALITATIVE RESEARCH (Focus Group) - Include 2 main group: Branded consumer (5 respondents) and Unbranded consumer (3 respondents for each group of brand: Phuc Long, Highlands, Coffee Bean & Tea leaf, Gloria Jeans) - Define the concern, the behavior & attitude of TC - Find out the gap between loyal and non-loyal, what can make them become loyal  INSIGHT QUANTITATIVE RESEARCH (Survey) - Confirm percentage of the groups of target customer to segment. - Check the representative of the key finding, how it relevant to the crowd of TC
  7. 7. FINDING INSIGHT DESK RESEARCH REPORT OVERALL MARKET Potential Market – Market Growth 1. OUTSIDE ENTERTAINMENT OF VIETNAMESE FROM 20 – 29 YO, 2012 (SOURCE: FTA)  DRINKING COFFEE RANK 2ND 2. FORCAST COFFEE PROFIT FROM 2008 - 2016  Market of coffee domestic consumption is still growing and potential.  WE ARE FULL OF FAVORABLE CONDITIONS FOR THE CHANCE TO JOIN THE DOMESTIC COFFEE MARKET IN VIETNAM.  PROFIT KEEPS GROWING SO FAST
  8. 8. OVERALL MARKET Potential Market - Market Share FINDING INSIGHT DESK RESEARCH REPORT COFFEE MARKET SHARE IN VIETNAM Roasting coffee Instant coffee INSTANT COFFEE MARKET SHARE IN VIETNAM 2012 Trung Nguyen Vinacafe Nestle Other 2% 33% 25% 38% 67% 35% Source: BRANDSVietnam Roasting coffee has more space than orther. Instant coffee market in VN is strong then tough.  As a small & fresh coffee business, shouldn’t jump into INSTANT MARKET. THE BIGGER PART IS ROAST AND GRIND COFFEE WITH LOTS OF POTENTIALITY, EVEN FOR THE FRESH ONE IF WE CAN FILL THE GAP.
  9. 9. FINDING INSIGHT OVERALL MARKET Potential Target Consumer Suggestion DESK RESEARCH REPORT 1. The age of “22 – 30 years old” consists ~20% Viet Nam’s population in 2013 HIGHLY RECOMMEND THE TARGET FROM 22-30 YEARS OLD BECAUSE:  HIGHLY 2. POTENTIAL The number 1 concern of TC are job & career  MATCH BOLD WITH COFFEE FUNCTIONAL BENEFIT 3. ( TC want to focus on their works to get promotion & higher salary) (Source: FTA, N=600) 22 – 30 TC can manage their life and they can manage their finance , they do not depend on family finance  THEY ARE DIRECT CONSUMER WHO DECIDE TO BUY
  10. 10. FINDING INSIGHT DESK RESEARCH REPORT OVERALL MARKET Potential Target Consumer – About CAREER OF VIETNAMESE FROM 20-29 YO, IN KEY CITIES  MOST OF THEM ARE STAFF IN THE OFFICE, OR OWN SMALL BUSINESSES PROFILE OF VIETNAMESE FROM 20-29 YO BETWEEN HCMC & HN
  11. 11. OVERALL MARKET Potential Target Consumer - About FINDING INSIGHT DESK RESEARCH REPORT Journey: Unsatisfied  Imagine  Dream  Expectation  Tension Vietnam Youth’s Tension Always move forward Missing specially moments because youth living so fast , they try to moving forward but sometimes, they regret about things they have not done . They wish they had slower to enjoy the special moments Be themselves, be unique Youth caring too much about “the others think” ( what should they do, why they should do,…) : May be in the next 20 years , they realize they are not relevant with the persons they used to care too much about their thinking so much Feel lost So nervous: The same as a song lyric“ All of things I nervous are things seldom happen” Youngster and their interest Youth interest : Travel, taking photos , Bet Coffee / Chatting Lemon tea, sharing points of view on social media,… http://m.tapchi.guu.vn/10-ly-do-tai-sao-khong-ai-biet-minh-dang-lam-gi-o-do-tuoi-2x-18pUdOPD9O4su.html http://doisong.vnexpress.net/tin-tuc/gioi-tinh/nhung-dieu-tre-khong-lam-gia-hoi-tiec-2927420.html http://news.zing.vn/Nhung-so-thich-thu-vi-cua-gioi-tre-hien-dai-post263944.html http://yume.vn/news/doi-song/gioi-tre-hien-dai-ho-thich-gi.35A97154.html http://gomtin.com/news/nhipsongtre/2013/12/zone-9-dong-cua-giai-ma-dam-me-cua-gioi-tre/
  12. 12. FOCUS GROUP Target Groups Portfolio FINDING INSIGHT QUALITY RESEARCH REPORT By the behavior of consuming coffee, we divided target customers into 2 main groups: CONSUMERS STICK TO ONE BRAND CONSUMERS STICK TO NO BRAND Profile Life style & habit Profile - Urban Youth, 22-30 years old - Class ABC - White collar - Live in HCMC, HN - Only loyal to a single coffee brand - - Urban Youth, 22-30 years old - Class ABC - White collar - Live in HCMC, HN - Have no loyalty to any coffee brand Life concern - 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 - - Take care of their own image They wanna be independent and stand out. Appreciate brand quality and reliability. Trends in selected popular brands and are willing to pay high for brand reputation. Role of Coffee to them - Consume Coffee for working. - Express their class and their personal style. Life concern - They’re looking for enjoyment and experience in life - Worry about new career, they don’t know how to get more experience to get more of life. - They care about belonging to a group in their life Life style & habit - Love enjoying life and experience the new things - They decide their consumption by value not image. - Spend most of their time to relax after work: filmwatching, listen to music, social activities... Role of Coffee to them - Coffee generate an enviroment to communicate, to satisfy their social needs. - Coffee brings them creativity. - Sanity & the stimulus to complete their work.
  13. 13. FINDING INSIGHT QUALITY RESEARCH REPORT FOCUS GROUP Key Observation Key observation - TC biggest & prior concern is about job/ career (second is love/ family,…) - TC are easily impacted by other ones, but they don’t want this. They want to be different, to maintain their own identity. - Coffee make them feel perky to focus on their works. - TC link coffee to maximize effectiveness of their MIND, by giving them sanity & stimulus - Drinking delicious coffee in a nice space makes them feel relaxing. - Cost is the most impact on the reason they choose a coffee brand. Next impact is quality, location, fast service. - They don’t need people call them “Coffee expert”, via drinking coffee, they’d love to express themselves by their own style, own gouté,… more than their coffee knowledge. - To TC, coffee means START, RELAX, SANITY, STIMULUS, HABIT, ADDICTED, LIFE STYLE, CONNECT, CONVERSATION,… - When they get stuck in the busy work , they are “straighten out” and looking for the way to help them step out of this stuck for their own zone. However, they cannot release it because they have to move forward to be a better one. Key finding 1. TC biggest & prior concern is about job/ career (second is love/ family,…) 2. TC are easily impacted by other ones, but they don’t want this. They want to be different, to maintain their own identity. 3. TC think drinking coffee is to maximize effectiveness of their MIND, by giving them sanity & stimulus. 4. When they get stuck in the busy work , they are “straighten out” and looking for the way to help them step out of this stuck for their own zone. However, it raise a tension and they cannot release it because they have to move forward to be a better one.
  14. 14. TARGET CUSTOMER SEGMENTATION Coffee Brand Choice Ratio, VN - 2013 High percentage  More chance to impact because they don’t have a loyal brand. Existed brand did not satisfy enough their need 18.00% 82.00% Reason to choose unbranded customers - Large , they don’t have any loyal brand and we can impact them base on their need and insight - When people have a brand they like, they have slow motivate to switch. - In the future, we can switch them into branded customers (by loving our brand, or by when they go mature (over 30) they have a habit to stick to the brand they love – switching brand is low. Small and it’s pretty hard to impact their choice – because they already like a brand, that fix their expectation Low percentage, and KEY PLAYERS COMPETE  not potential Branded customer Un-Branded customer - Find the gap and fill the gap will convince them: This coffee brand must stand for youth’s career, reasonable price, doesn’t consume time to buy or to make. - They still not have the bold same beat with any coffee brand. - They still not get the relevant with the others coffee brand *Self-survey, N = 175, 22-30 years old, HCMC
  15. 15. FINDING INSIGHT POTENTIAL INSIGHTS “Pressure is always there!”. Youngster realize that and they know, for sure, that pressure is good for their own development, that can force them to move forward and bring them closer to success. However, when they have to face pressure in reality (work, life…), they become tired and just want to release it. Tension raised! “I want to be relaxed but still stimulated to live with the TENSION OF ALWAYS MOVING FORWARD, because tension makes me to be a greater me.” FACT Good career is the root for satisfying life There are so many advises and recommendations on one’s career path. Seniors tell you this, Media tells you that, Friends show you whole different ways. You become confused and lost in the world of “should or shouldn’t” I want something to motivate me doing what I believe is best suitable for me Best way to achieve one’s career peak is by standing out from the “same same” zone. Showing your differentiation in a extraordinarily positive manner is the key. I want something that can stimulate me to work effectively and creatively
  16. 16. FINDING INSIGHT RECOMMENDED INSIGHTS What is tension? What is the attitude & behavior of TC to tension? What they say Pressure Anxiety Stress Why they say “Despite knowing “pressure makes diamond” but when facing so many pressure/ anxiety/ stress that drive me crazy, I just want to release it.” Pressure is what they easily feel and suffer, what goodness it brings about is somewhere far to be found. Then they don’t like pressure/ anxiety/ stress. Tension What they do You A greater you Why they do But they accept pressure/ anxiety/ stress unwillingly & keep moving. Because they have no choice else to reach their dream - to be a greater them.
  17. 17. FINDING INSIGHT RECOMMENDED INSIGHTS CONSUMER TRUTH They don’t like the tension, but they still accept it because they have no choice else. INCONVENIENT TRUTH Love tension because tension makes you to be a greater you. PRODUCT TRUTH Sedate but stimulate people’s mind. INSIGHT “I want to be relaxed but still stimulated to live with the TENSION OF ALWAYS MOVING FORWARD, because tension makes me to be a greater me.”
  18. 18. FINDING INSIGHT Is It Strong Insight? Deep emotional driver Fundamental truth Sedate but stimulate people’s mind. Tension is “must have” factor, instead of suffering, turning it into a positive part of your life “I want to be relaxed but still stimulated to live with the TENSION OF ALWAYS MOVING FORWARD, because tension makes me to be a greater me.” Category specific Authentic inspiration Personal Match with different situations of many individuals
  19. 19. BRAND IDEATION COMPETITION REVIEW Authentic haritage of Coffee The Finest Coffees & Teas in The World International Authentic coffee expert Enjoying business sphere in your own ways Creativity Inspiration for Businesses The Third Place of Top International Lifestyle Feel like home Great Passion, Best Quality
  20. 20. BRAND IDEATION BRAND ESSENCE Category Functional: Focus, Release, Stimulate Emotional: Masculinity, Authenticity Lifestyle, Inspiration Key drivers: Authenticity, Inspiration, Space, Price, Brand Image Truth BRAND ESSENCE “They don’t like the tension, but they still accept it because they have no choice else.”  Inconvenient truth: Love tension because tension makes you to be a greater you. Consumer Truth Brand Truth - Authentic coffee - Inspire people to think/feel positively about pressure - Value for money
  21. 21. BRAND IDEATION BRAND POSITIONING STATEMENT those from 22-30, lives in urban area, who are 1st jobbers or on the way to make the names for themselves X-press Coffee brand of Authentic coffee is the… authentically sedates and then stimulates you to work, to move you forward to become the better you • Authentic coffee that brings about authentic effects (sedate and stimulate) • We deeply understand what is the youth’s tension through a process off research and double-check
  22. 22. BRAND IDEATION BRAND KEY
  23. 23. BRAND IDEATION COMMUNICATION IDEA Youth’s Best friend is Tension

×