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ASSIGMENT TEA READY-TO-DRINK
PHAN
PHƯỢNG
TƯỜNG
AGENDA 4.Strategic
approach
5.Concept
1.Campain
background
3.6Ps
2.Targert
audience
6.
Deloyment
plan
Establish the Tea ready-to-drink for youngsters which is in their top
of mind about Tea energy drink.
BUSINESS AMBITION
BU...
Vietnam is the world's 7th largest producer of tea, after
Indonesia, producing a quantity roughly comparable to the
amount...
YOUNGSTERS
14-20 ages
Instant Tea ready-to drink U&A:
- Drink ready-to drink alot
- Frequency: 2-3 booths/day
-Drink when ...
MARKET
(Nguồn: vinacorp.vn)
2011 – 2012 is the BUZZ of Tea read-
to-drink market but in 3 first month in
2013 it seems to ...
CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH
OVERALL
TRUTH
„Whatever you thirst you can enjoy the
drink. It doesn‟t ...
Coffee’s portfolio
”
FINDING
INSIGHT
I wanna my life is more colorful as possible but many factor hamper: social, parents,...
BRAND
ESSENCE
Category
Truth
Brand
Truth
Consumer
Truth
Functional: thirst-quenching, healthy
Emotional, Authenticity Life...
BRAND
IDEATION
COLOUR YOUR DRINK-
COLOUR YOUR LIFE
BRAND ESSENCE
Root strengths: Đặc điểm của Mạt trà khác Lục trà ở chỗ n...
Coffee’s portfolio
PRODUCT6Ps
TO-SUM-UP
We mix Matcha and fruit to build our drInk COLOR:
5 main categories:
- Original: M...
Coffee’s portfolio
PLACE – PACKAGING - PRICE6Ps
TO-SUM-UP
Color bottle – suitable to youngsters.
Focus on mass distributio...
CONCEPT
COLOR MY DRINK
COLOR MY LIFE
Life is more & more hectic.
BUT “Không có gì phải xoắn” –” Yolo”
We give you space to...
Awareness
WHAT IS COLOR YOU
WANNA BE?
MIX COLOR
Viral clip Social network
Online and offline PR,
OOH, print ad
Sampling, S...
Build the viral clip with difference characteristic
WHAT IS YOUR
COLOR?
Grey: nerd, always study, study.
Excellent student...
Give experiences toward COLOR tea
taste
WHAT COLOR
YOU WANNA
HAVE?
Fanpage
facebook
with app
mixing color
- Sharing color ...
LET SPEAD
COLOR
LET‟S SPREAD COLOR
With COLOR tea
COLORFUL FESTIVAL TO ENGAGE YOUNG SPIRIT
LET GO WITH SLOGAN
YOUNG. WILD....
Elite Young Marketers_Phan Phuong Tuong_Grand test
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Elite Young Marketers_Phan Phuong Tuong_Grand test

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Elite Young Marketers_Phan Phuong Tuong_Grand test

  1. 1. ASSIGMENT TEA READY-TO-DRINK PHAN PHƯỢNG TƯỜNG
  2. 2. AGENDA 4.Strategic approach 5.Concept 1.Campain background 3.6Ps 2.Targert audience 6. Deloyment plan
  3. 3. Establish the Tea ready-to-drink for youngsters which is in their top of mind about Tea energy drink. BUSINESS AMBITION BUSINESS CHALLENGE Target Customers are happy with their current tea (Oolong tea, C2, Lipton pure tea, Kirin,…) They have no reason to switch and change another new brand. CAMPAIGN OBJECTIVES Launching a new Tea ready-to-drink brand for youngsters, which best suite to them by taste and emotion Become a one of popular drink for youngsters. CAMPAIGN BACKGROUND
  4. 4. Vietnam is the world's 7th largest producer of tea, after Indonesia, producing a quantity roughly comparable to the amount made by Japan. BUSINESS BACKGROUND COMPETITORS Target Customers are happy with their current tea (Oolong tea, C2, Lipton pure tea, Kirin,…) They have no reason to switch and change another new brand. CAMPAIGN OBJECTIVES Launching a new Tea ready-to-drink brand for youngsters, which best suite to them by taste and emotion Become a one of popular drink for youngsters. CAMPAIGN BACKGROUND
  5. 5. YOUNGSTERS 14-20 ages Instant Tea ready-to drink U&A: - Drink ready-to drink alot - Frequency: 2-3 booths/day -Drink when they are thirsty (when the weather is hot and over action) - Both prefer using individually or together with friends. - Enjoy the taste of green tea and add-on some taste which they prefer such as: milk, mint, chocolate.. -- Afraid of the bitter of tea - They are feeling tea is just the light taste drink. Profile: - Youngsters - Pupils, student in school and university -Live in urban cities (HCMC, HN…) Life concerns & habits: - Widely try the new things - Friends and idols are the key focus. - Easy to adapt by the influences. - They follow the slogan “Yolo-you only live once” or “Wild-Free-Young” - This is the time when they really wanna to BUZZ “ As a young and modern citizen, confident and widely to adapt the new thing, more take the initiative than the older. I drink the thirsty-free drink not only has a good taste but also good for my health. So Tea ready-to- drink to fill my demand, to drink for thirsty in the hot weather, more than that I can enjoy the pleasure from sweet taste ( not bitter like tea tag) and good for health. Easily to sharing. Besides that, Youngsters want to spend young time to draw a colorful pictures, Just in this time I can do some crazy things. TARGET AUDIENCES The age of “14-20 years old” consists ~25% Viet Nam‟s population in 2013  HIGHLY POTENTIAL
  6. 6. MARKET (Nguồn: vinacorp.vn) 2011 – 2012 is the BUZZ of Tea read- to-drink market but in 3 first month in 2013 it seems to go down not a litter bit  BRAND IN THE MARKET DON‟S SUPPLY THE RIGHT DEMAND OF CUSTOMER? Tea ready-to-drink nowadays is based on Vietnamese tea extract from tea leaf. But really no brand to claim “Matcha-green tea from Japan” which the tea have a more quality and effective. In Vietnamese mindset tea leaf is a litter bit old, while they adapt Matcha so fast. We can use this for our brand – The first Matcha ready-to-drink in Vietnam Green tea: Lục trà Matcha: Mạt trà
  7. 7. CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH OVERALL TRUTH „Whatever you thirst you can enjoy the drink. It doesn‟t have a bad effect like coke, it also good for health” Convenient Ready to drink Easy to drink Thirsty Healthy (light taste, a little bit bitter with add on sweet) Functional: • Acrid – sweet Taste • Suitable for youngsters • Healthy Emotional: Thirsty and sharing the wow-moment “ As a young and modern citizen, confident and widely to adapt the new thing, more take the initiative than the older. I drink the thirsty-free drink not only has a good taste but also good for my health. So Tea ready-to-drink to fill my demand, to drink for thirsty in the hot weather, more than that I can enjoy the pleasure from sweet taste ( not bitter like tea tag) and good for health. Easily to sharing. Besides that, Youngsters want to spend young time to draw a colorful pictures, Just in this time I can do some crazy things.
  8. 8. Coffee’s portfolio ” FINDING INSIGHT I wanna my life is more colorful as possible but many factor hamper: social, parents, own confident… I would have a own space to express characteristic, have a best colorful ever. Because just in this time I can have enough power and courageous to do “some thing likes crazy‟ Drink in the market don‟t fix my demand. Coke ( good taste-bad health); Green tea (light taste – good health). I want to have the drink that fix that disadvantages, with good taste and good for health. Stimulated me to enjoy life and sharing them to our best friends. I wanna my life is more fun and colorful
  9. 9. BRAND ESSENCE Category Truth Brand Truth Consumer Truth Functional: thirst-quenching, healthy Emotional, Authenticity Lifestyle, Inspiration, sharing Key drivers: Inspiration, Taste, Price, Brand Image - Matcha ready-to-drink from Japan. - A new taste, new experiences. - Sharing, inspire people about the Japan’s beauties. - Value for money “They want to have a drink not only reduce thirsty but also healthy and mordern. This product miss and suitable my colorful life“ BRAND IDEATION
  10. 10. BRAND IDEATION COLOUR YOUR DRINK- COLOUR YOUR LIFE BRAND ESSENCE Root strengths: Đặc điểm của Mạt trà khác Lục trà ở chỗ nó tương thích với nhiều mùi vị hơn và vị dễ uống hơn, đọng lại ở cuống lưỡi. Trà xanh đến từ Nhật bản chất lượng cao và hiệu suất tốt. Competitive enviroment: No one brand is officially claim is category Target: Youth 15-20 Insight: Drink in the market don‟t fix my demand. Coke ( good taste-bad health); Green tea (light taste – good health). I want to have the drink that fix that disadvantages, with good taste and good for health. Stimulated me to enjoy life and sharing them to our best friends” Reason to belive: Japan quality tea and method. Benefit: Functional – best taste good health Emotion: mixing taste to open the colorful life and sharing that experiences. Advantages: Have a lot of kind of product with difference taste ( milk, mint, fruit)
  11. 11. Coffee’s portfolio PRODUCT6Ps TO-SUM-UP We mix Matcha and fruit to build our drInk COLOR: 5 main categories: - Original: Matcha - Milk : Pastel ( matcha and milk - sweet) - Mint: Mountain ( matcha and mint – give a higher feeling-cool) - Fruit: Secert garden ( matcha and fruit – mixing taste – orange, lime, berry)
  12. 12. Coffee’s portfolio PLACE – PACKAGING - PRICE6Ps TO-SUM-UP Color bottle – suitable to youngsters. Focus on mass distribution in both modern & traditional channel ( Supermarket, Convenience store , Circle K , Shop and Go , Market, small stores,…) . PLACE Expecting price: 12k/botlle PRICE
  13. 13. CONCEPT COLOR MY DRINK COLOR MY LIFE Life is more & more hectic. BUT “Không có gì phải xoắn” –” Yolo” We give you space to draw your dream, your life and your love with more colorful. Wild – Free – Young let through out your truth person and let it free. CONCEPT
  14. 14. Awareness WHAT IS COLOR YOU WANNA BE? MIX COLOR Viral clip Social network Online and offline PR, OOH, print ad Sampling, Social PR, event, PR Key message Key hook Key Channels COLOR MY DRINK – COLOR MY LIFE Engage LET‟S SPREAD COLOR Offline activities TV, Social PR, digital Amplify Raise awareness of COLOR tea with great taste and effect for youngsters Give experiences toward COLOR tea taste Objective Multiply the effect of integrated advertising activities + leverage the brand DELOYMENT PLAN
  15. 15. Build the viral clip with difference characteristic WHAT IS YOUR COLOR? Grey: nerd, always study, study. Excellent student Action, and wild people What color you choose? Mỗi tính cách là một màu sắc khác nhau, mặc dù bạn đang sống như 1 mọt sách nhưng thật sự màu sắc bạn mong muốn sở hữu là gì?
  16. 16. Give experiences toward COLOR tea taste WHAT COLOR YOU WANNA HAVE? Fanpage facebook with app mixing color - Sharing color moment ( take picture contest ) - App mixing what color you like, what color define you - -> experience to give a experiences of Color Tea Sampling testing in school and university
  17. 17. LET SPEAD COLOR LET‟S SPREAD COLOR With COLOR tea COLORFUL FESTIVAL TO ENGAGE YOUNG SPIRIT LET GO WITH SLOGAN YOUNG. WILD. FREE Free tea for you and for young ages Good taste Good health Good life

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