This document outlines a communication plan for Bacchus energy drink from May to July 2015. The plan has three objectives: 1) Have 100% of Vietnamese know Bacchus as the number one brand from Korea that can smash fatigue. 2) Target office workers, drivers, and others aged 23-39 in big cities through television commercials, print articles, digital channels, and outdoor advertising. 3) Convey that Bacchus is made with natural ingredients and is safe for long term use as an energy supplement. The plan proposes creative executions across traditional, earned, owned, and paid media channels to raise awareness of Bacchus as the top Korean energy drink and drive trial among young urban professionals.

1. May – July 2015
Bacchus
COMMUNICATION PLAN

2. AGENDA
Overview Idea & Strategy
Executive plan
• Product
• Summary campaign’s
objective
• Idea
• Strategy
• Market overview
• Target Audience
• Plan on each channel
Analytics

3. OVERVIEW

4. • Decrease stress
• Awake while driving
• Improve health after drunken,
sickness
• Stimulate to trans fatty acid
• Improve memory
(hàm lượng gấp đôi )
2000 mg
Key
ingredients
Use

5. CLIENT’S REQUEST
Objective
 100% Vietnamese knows Bacchus drink
 Made with natural ingredients, Bacchus has been trusted as a safe
energy drinks for long term use
People in big city: Office staff(23-39), Long-way driver
Worker(16-21) – work at electronic industrial zone
Target Audience
Time May-July, 2015
Ha Noi, Sai Gon, Đa Nang, Hai Phong, Quang Ninh Area
Slogan Đập tan mệt mỏi

6. ANALYTICS

7. Market overview
Beverage market contains
diversified products. Each product
locates a particular image in
consumers’mind.

8. Competitors
• Energy drink is common sense in
Vietnam
• Key ingredients of products have
no difference
• Not defined as the safe products
when using long time

9. Redbull
Promote
distribution
system,
discount
Not focus on
communication
Lipovitan
Slogan: Lipo
charge, Lipo
tiếp sức
Focus on: TVC,
PR, forum
seeding
Sting
Slogan: Bật
năng lượng
sống bứt phá
Focus on: TVC,
Social media
Number
1
Slogan: Không
gì là không thể,
chinh phục mọi
thử thách
Focus on: TVC,
Social media
Communication activities

10. Number 1 – Communication crisis
• Crisis: A serie of articles on “money in exchange
silence” & “fly in drink”
• Tân Hiệp Phát: manage crisis
- SILENCE
Lesson: There should be a tool to track & update market’s
reaction. And then a solution will be come up

11. Strengths
• No.1 energy drink in Korea
• Natural ingredients – safe for consumers if using it long time
• New brand identity
• Its price higher than the same kind of products in market
Weaknesses
Opportunities
• Consumers focus on healthy product & have extensive
knowledge about the different type of products
• Korean products often are highly valued
• Energy drink is considered as contemporary energy charge,
not safe for long-term use
• High competition in market
Threats
Swot

12. Swot Strategy
Strengths
promotion
No.1 energy drink in
Korea
Bacchus drink –
extracted from
fruits. So no
halitosis/unpleasant
breath
3 key natural
ingredients. No
harm for body in
long-term use
Taking
advantage of
opportunities
Vietnamese has
tendency to the
naturally-extracted
things
Other products
have crisis on their
quality

13. Target Audience
Office Staff
Workers in electronic
factory
Long-way driver

14. Expenditure habits
Age: 23-39
- High education, be exposed to various
sources of information products
- Family health in priority. So products
with clear origin, safe ingredients will
highly considered
- They have detailed plan on expenditure.
However, they are willing to spend money on
good products

15. Target audience following
communication channels
(%)
Product A
• Feature 1
• Feature 2
• Feature 3
Product B
• Feature 1
• Feature 2
• Feature 3

16. Belief in communication channels(%)
Product A
• Feature 1
• Feature 2
• Feature 3
Product B
• Feature 1
• Feature 2
• Feature 3

17. Conclusion
• People in big city should be target audience in the
first period: office staff& long-way driver with the
middle income (at least 7,000,000vnd)
• Their expenditure habits & consume belief should
be made the most in communication

18. WHO?

19. The unspoken reality
“I need a simple and safe solution
which can meet my demand on
energy charge. It has supported me in
reaching life’s objective ”

20. WHAT?

21. Brand’s message
“Bacchus drink is a trusted brand
from Korea. It has met your
demand on energy charge. Hence,
you will be filled up and enjoy your
life”

22. The truth about Bacchus
Bacchus drink is a trusted & premium
products from Korea
Natural
ingredients
Produced in
Korea
Instant energy
supplement
Reason to believe
No.1 brand in
Korea

23. HOW?

24. IDEA
&
STRATEGY
24

25. Idea
Product B
• Feature 1
• Feature 2
• Feature 3

26. No.1 brand in Korea
BACCHUS
“ĐẬP TAN MỆT MỎI”
Energy drink: create positve & inspiring
Korea = high quality + trust
» The mixture of two above ones: help
Bacchus easily penetrate into market
Idea Explanation

27. Communication Plan

28. Mục tiêu
Thông điệp
100% người dân Việt Nam biết đến Bacchus như một nhãn hàng nước năng
lượng số 1 Hàn Quốc với công dụng Đập tan mệt mỏi
GIAI ĐOẠN 1
3 tháng
GIAI ĐOẠN 2
6 tháng
Đối tượng
truyền thông
- People in big city: office staff, long-way driver, housewife,….. (23-
39) – middle income and higher
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi
Kế hoạch dài hạn
Các giai
đoạn truyền
thông
Tạo độ nhận biết Mua dùng thử
GIAI ĐOẠN 3
3 tháng
Frequent
consumption
Mục tiêu
Message
100% Vietnamese knows Bacchus as No.1 brand in Korea. It is the
energy drink to smash fatigue
Phase 1
3 months
Phase 2
6 months
Target
Audience
Long-term Plan
Các giai
đoạn truyền
thông
Create
awareness
Experiment
GIAI ĐOẠN 3
3 months

29. Ojective
Message
Create awareness:
- No.1 brand in Koreaa
- Energy charge
- Safe for health if using in long-term time
Target
Audience
- People in big city : office staff, long-way driver, house wife,….. (23-
39) – middle income & higher
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi
Phase 1
Mục đich Create awareness
Channel TVC & Pr, LCD,
Sponsorship, Digital
TVC, Pr, LCD, Sponsorship, Digital

30. TACTIC: TAKING ADVANTAGE OF SYNERGY
• BELIEF OF CONSUMERS in the traditional
advertising
• LIMITLESS CREATIVENESS of social media
Resonance
effect

31. CREATIVENESS IN COMMUNICATION
• Traditional advertising: CREATIVE ideas to make
DIFFERENT & easily REMEMBER
• PR: Brand’s story in Korea
• Social media: INSPIRING & HIGH INTERACTIVE content
& activity
OUTSTANDING
BRAND

32. PLAN ON EACH CHANNEL

33. Traditional advertising
Main
channel
Supporting
channels

34. Suggest creative design

35. LCD in building

36. TVC & Radio’s ideas
Message:
- No.1 brand in Korea
- Extracted from natural ingredients
- Energy charge after physical & mental activity

37. TVC - Storyboard
(File attached)

38. Radio
Adapted from TVC

39. PR – Print
Articles’ angle
Brand’s story & its influence on Korean
Bacchus – no.1 brand in Korea with the effect of relieving tiredness
Bacchus is a companion that supports Vietnamese in relieving
tiredness, strengthening memory, etc

40. Suggest newspaper & magazine

41. Digital channels
Facebook
Fanpage
Viral Clip
(sản xuất) KOLs
GDN
Online
PR
Cycle Channel

42. Online PR
Articles’ angle List of newspaper
Brand’s story & its influence on
Korean
Big sites: dantri, vnexpress
Bacchus – no.1 brand in Korea
with the effect of relieving
tiredness
80% of sites for men, 20% of sites
for women
Bacchus is a companion that
supports Vietnamese in relieving
tiredness, strengthening memory,
etc
Articles on health

43. Facebook Fanpage
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi
No.1 brand in Korea & Safe for health in long-term use
Brand (35%)
- Brand’s story in Korea
- Product extracted
from natural
ingredients
- Safe for health if using
long-term
Unbrand (40%)
Modern life with
concern» Tips to
reduce Subjects for
men
Funny corner:
Fanpage’s characteristics: youthful, inspiring, vital
EVA
Activity (25%)
- MiniGame : 2
week/1 game
- Big game: connect
community on
fanpage & create
big impression on
fans

44. KOLs - Celebrity
• Make Effective
Presentations
• Using Awesome
Backgrounds
• Engage your Audience
• Capture Audience
Attention

45. Sharing content demo
• (Hot boy) It is so hot today. I come by Lotte mart to pick up a drink. A
sales girl suggests me trying this drink – Bacchus. It comes from Korea.
I bought it immediately and feel filled
• ( Hari Won) Guys are you thirsty? Hari’s so thirsty. I drink Bacchus and
feel waken up immediately. I continue my busy schedule right now.
Vinh Long fan, wait for me!
• (Phan Anh) My sweeties just bought some blue cans. Wow it’s energy
drink. It comes from Korea. It is extracted from ginseng, royal jelly.
Sounds safe! I open cap and enjoy it. Amazing! Tonight I have a busy
schedule until 0 a.m. I will bring some cans with me and share them
with my colleagues
• (Trấn Thành) Hey guys, Wanna try Bacchus drink ? Delicious & good
price. I immediately drink 2 cans and feel waken up. It may be thanks
to ginseng in this drink.

46. Viral Clip – Idea
Scene Content Detail
1 A driver feels extraodinarily
tired after a long-busy day
He steps out of the car,
wipes sweat on forehead,
and heavily walked through
the door
2 His wife feels worry about
him
His wife feels worry when she
saw him extremely tired
3
His wife takes care of him
He sits down & have dinner.
Two Bacchus cans on the
table
4 She gives him a bowl with
loving eyes
5
After dinner, she looks him in
deep sleep. She strokes his
hair

47. Scene Content Detail
6 He starts another working
day
He just sits into position and
immediately finds out two
Bacchus cans
7 He feels surprisingly in a short
moment and smiles
8 Bacchus’s image & slogan
appears
Lời thoại: “Bacchus, cùng vợ
chăm chồng mệt mỏi bằng
không”
Meaning: Bacchus supports
wife in taking care of her
husband
Viral Clip – Idea (continued)

48. GDN – Banner – Direction
• Impressive banner resolve around: Korea, full of
energy, relieve tiredness
• Three ingredients appear in banner: Taurine +
Ginseng + Royal Jelly
• Banner on right sites

49. Banner Demo

50. MICROSITE
• Brand’s info: ingredients, story in Korea
• Raise the interactive with consumer by big
game
• “Open can – gifts in hand”: users join
microsite’s games and accumulate points

51. Demo Microsite
Microsite –one page introduction
- Users only need roll down &
and discover all

52. SUPPORTING TOOLS

53. Social listening tool
Use keywords to listen to
consumer’s reaction &
competitors’activities:
- Who is talking about you?
Where? When?
- What are they talking
about you? Good or bad
- Reaction of community

54. OFFLINE ACTIVITY
(SUGGESTION)
WORD OF MOUTH

55. Cinema

56. Bus

57. Bus station

58. Stair
Poster on condomnium’s stair or coffee
shop
Message
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi

59. Premium restaurant
Standee on table
Message
No.1 brand in Korea
Bacchus
Đập tan mệt mỏi

60. PG delivers sample to
customers with explanation:
“No.1 brand in Korea
Bacchus
Đập tan mệt mỏi ”
Affordable restaurant

61. SPONSOR VIETNAM-KOREA CULTURAL EXCHANGE ACTIVITY

62. THANK YOU