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Ym2 elite - grand test - thien an

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Ym2 elite - grand test - thien an

  1. 1. GRAND TEST TRẦN QUỐC THIÊN AN
  2. 2. 1.BACKGROUND 2.SEGMENTATION 3.CONSUMER INSIGHT 4.PRODUCT CONCEPT 5.BRAND CONCEPT BRAND IDEA BRAND POSITIONING 6.LAUNCHING PLAN AGENDA
  3. 3. BACKGROUND Ngành hàng trà uống liền tuy là ngành hàng khá mới, nhưng đã nhanh chóng trở thành ngành hàng có doanh số đóng góp lớn nhất trong thị trường NGK với đòn bẩy tăng trưởng là “tốt cho sức khỏe và giàu tính giải khát” với doanh số ước tính khoảng 11,000 tỉ đồng (2013). Ngành hàng trà uống liền hiện nay bao gồm 2 phân khúc chính: trà xanh và trà thảo mộc. Trong đó, phân khúc trà thảo mộc có tỷ trọng doanh số đóng góp khoảng 20% và vẫn đang tăng trưởng tốt. Phân khúc trà thảo mộc chủ yếu được dẫn dắt bởi nhãn hàng trà thảo mộc Dr.Thanh với thông điệp truyền tải: “Trà thảo mộc Dr.Thanh với 9 loại thảo mộc cung đình, giúp thanh nhiệt cơ thể không lo bị nóng”, gần đây có thêm sự tham gia của Vinamilk với trà nấm linh chi – Lincha. Trong khi đó, phân khúc trà xanh có mức cạnh tranh rất gay gắt với sự tham gia của nhiều nhãn hàng như: Không Độ, C2, Real-leaf, Tea Plus, Lipton Pure Green.
  4. 4. OPPORTUNITY Its time for trend of HEALTHY DRINK
  5. 5. Key brand in healthy drink Tasty Healthy for long term benefit (good for heart, anti cancer, v.v… Immediately benefit that supplement ion lost through daily activities But not good taste
  6. 6. SEGMENTATION Target consumer: 18-30 Bull eyes target: 18- 22, urban, ABC, modern, young, ambitious, active…
  7. 7. As a young Vietnamese with ambitious dreams for the future, I am really hurt when my surrounding people only do for their immediately benefit in their daily life. They do not care about the long term vision which is more significantly important. I always seek for a sustainable life which combines short term benefit and long term benefit. Especially for drinking, I want a ready-to-drink that can quench my thirsty immediately and being good for my health in long time. CONSUMER INSIGHT
  8. 8. PRODUCT CONCEPT TEA + ion Tea’s benefit + ion benefit LONG TERM benefit IMMEDIATELY benefit
  9. 9. The 1st ready to drink tea supplement ion that helps you recover yourself immediately and have long term healthy thanks to real tea leaf iTEA
  10. 10. FUNCTIONAL BENEFIT EMOTIONAL BENEFIT Recover yourself immediately with ion supplement and sustain your long term living with real tea leaf Inspire you seeking for sustainable living which combines short term benefit and long term benefit
  11. 11. BRAND ESSENCE Brewing your sustainable living
  12. 12. BRAND POSITIONING Provide what need To whom Different by Reason to believe Supplement ion for your immediately recover and real tea leaf for long term healthy benefit 18- 22, ABC, urban , young Vietnamese with huge ambition for future seeking for a sustainable life The first ready-to- drink tea supplement ion Authentic source of tea leaf and strong technology that can produce innovation tea with ion supplement
  13. 13. Product: combine real tea leaf and essential ion Price: 10.000 VND Place: mass distribution (supermarket, grocery, convenience store, wet market ) Packaging: modern, active design Promotion
  14. 14. LAUNCHING PLAN
  15. 15. Generate brand awareness and build strong equity: Functional: iTEA recovers yourself immediately with ion supplement and sustain your long term living with real tea leaf Emotional: Inspire you seeking for sustainable living which combines short term benefit and long term benefit Trigger consumers to trial and buy the product CAMPAIGN OBJECTIVE
  16. 16. COMMUNICATION MESSAGE DESIRED RESPONSE iTEA is the 1st ready to drink tea in Vietnam offers ion supplement and real tea leaf for your immediately benefit and long term benefit Tas feel close to iTEA and understand its benefit Willing to trial and purchase
  17. 17. TARGET AUDIENCE CONSUMER INSIGHT 18-22, urban, ABC, modern, young, ambitious, active… As a young Vietnamese with ambitious dreams for the future, I am really hurt when my surrounding people only do for their immediately benefit in their daily life. They do not care about the long term vision which is more significantly important.
  18. 18. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
  19. 19. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC 20-29 YO20-29 YO
  20. 20. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
  21. 21. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
  22. 22. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
  23. 23. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
  24. 24. BRAND RELEVANCY iTEA Inspire you seeking for sustainable living which combines short term and long term benefit iTEA you CONCEPT
  25. 25. Deployment plan Let’s live sustainably with iTEA iTEA you Message Concept Is it importance for sustainable living? Let live your sustainable life with iTEA Celebrate the living sustainable life with iTEA Key Message Social debate The Sampling tour “ITEA you” “iTEA you” singleKey Hook TVC Viral clip iTEA facebook page Advertorials, SEO, Facebook ad Corporate PR Application Advertorials, SEO, facebook ads Corporate PR Influencer Advertorials, SEO, facebook ads Corporate PR Key Channels Consumer Journey Awareness Experience Advocacy
  26. 26. Create a social debate about short sighted of Vietnamese youthSocial debate
  27. 27. SAMPLING TOUR
  28. 28. Key element: 1. Dry Sampling package 2. Wet sampling cup 3. Sampling uniform 4. Brochure 5. In-store merchandising: shelf talker/wobblers (only for suppermarket) OFFICE channel (Office buiding, magazine) • Build brand image • Drive trial MT channel (Mall, supermarket) • Build brand image • Drive trial • Drive sales • HN, HCM, • Dry, wet • HN, HCM, • Dry , wet Working shift:  Morning: 7:00-9:00  Noon: 11:30-14:00  Late afternoon: 16:30- 18:00 SAMPLING FLOW - Quick introduction – give sample – deliver brochure 1- approach TA going around 2- approach TA at booth 3- approach TA at their office via reception (only for office building) Working shif Fri – Sun: full day sampling  Morning: 9:00-15:30  Evening: 15:30-21:00 Working shift: Mon – Fri: only evening sampling 15:30 – 21:00 Sat – Sun: full day sampling  Morning: 9:00-15:30  Evening: 15:30-21:00 OFFICE BUILDING MT – SHOPPING MALL MT – SUPER MARKET

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