This document outlines a marketing plan for a new herbal tea product called Frast. It begins with an analysis of the Vietnamese ready-to-drink tea market, noting it is dominated by green tea but that herbal tea represents an opportunity. The plan then defines the target consumer as urban women aged 22-29 seeking a quick, rewarding beverage. Marketing objectives are to establish Frast as the leading herbal tea brand. Key elements of the plan include developing Frast as a "fresh and fast" brand targeting women's need for refreshment, and a four phase deployment approach starting with generating buzz and trials before a broader awareness campaign and sampling.

1. FRASTRTD HERBAL TEA FOR LADIES

2. AGENDA
1. BACKGROUND
• BIZ BACKGROUND
• BIZ AMBITION
• BIZ OPPORTUNITIES
• BIZ CHALLENGES
2. MARKET REVIEW
• MARKET GROWTH & SIZE
• MAJOR BRANDS
• MOST POPULAR FAVOUR
3. MARKETING OBJECTIVES
4. CONSUMER PROFILING/ SEGMENTATION
5. TARGET CUSTOMER
6. OVERALL TRUTH
• CATEGORY TRUTH
• CONSUMER TRUTH
• CATEGORY TRUTH
7. CONSUMER INSIGHT
8. BRAND IDEA
9. CONCEPT PYRAMID
10.6Ps – POSITIONING
11.CAMPAIGN CONCEPT
12.DEPLOYMENT PLAN

3. BACKGROUND
BUSINESS BACKGROUND
• A big local giant FMCG group in VN with strong financial capability to invest, owning strong network of distribution of
general trade & modern trade
• The company wants to expand the ready-to-drink market, focus on ready-to-drink tea
Become the top 3 ready-to-drink tea brands in Vietnam within 3 years from the second quarter of 2014
BUSINESS AMBITION
• RTD tea remained the most consumed type of soft drinks in Vietnam.
• Vietnam has been a traditional tea-drinking country, with many people drinking tea regularly. Thus, RTD tea provides a
convenient, cooling and thirst-quenching format that most people can enjoy, which is more suitable for the hot
weather compared to hot tea.
• RTD tea is expected to grow with constant off-trade value CAGR of 9% over the forecast period. RTD tea will remain the
most sought-after type of soft drinks for its health benefits, benefiting from the rising health and wellness trend in the
country. More consumers will be attracted to naturally healthy thirst-quenching options like RTD tea, instead of other
choices like carbonates.
(Source: Euromonitor)
BUSINESS OPPORTUNITIES
• Many RTD tea players also focus on its health benefits in their advertisement and promotion campaigns, continuously
putting RTD tea on top of consumer choices for a soft drink.
• Fiercely competitive market with lots of strong competitors, a big challenges for the new brand
• ABC not have expertise in Beverages industry will be a big weakness
BUSINESS CHALLENGES

4. MARKET REVIEW
MARKET GROWTH & SIZE
(Source: Euromonitor)
• Tan Hiep Phat Group remained the leading player in RTD tea with 41%
off-trade value share.
• The company has a few highly successful brands, such as Zero Degree Green Tea and Dr
Thanh. Tan Hiep Phat was one of the first to launch RTD green tea and RTD herbal tea in
Vietnam, both accompanied by very strong marketing and advertising campaigns to raise
awareness of the brands and their health benefits. As such, it gained share quickly during the
review period.
• In fact, the booming growth of RTD tea during that period was attributed partially to Tan Hiep
Phat’s efforts.
• RTD TEA IS THE FASTEST GROWTH-SPEED INDUSTRY
• TAN HIEP PHAT (WITH ZERO DEGREE & DR THANH) LEADS THE MARKET WITH 41% OFF-TRADE VALUE SHARE

5. MARKET REVIEW MAJOR BRANDS
Dr. Thanh Lincha 0 độ C2 Tea + Kirin Tea Break
RTD HERBAL TEA RTD GREEN TEA
Strengths
Weeknesses
Campaign
Nóng trong người
Uống trà Dr Thanh
Tăng cường sức khỏe
Sảng khoái tinh thần
Giải nhiệt cuộc sống Chỉ một tình yêu,
chỉ một C2
Uống cho ngày
thêm nhẹ
Đậm đà hương vị
trà Anh Quốc
Top of mind in
Green tea
Wide
distribution
Big competitors
from global
Wide
distribution
New but good taste
& good
communication
idea
Wide distribution
Good taste
Wide distribution
Precious ingredients
From famous
nutrition company -
Vinamilk
Good
communication
Acceptable
taste
Too sweet for
herbal tea
Not relevant to
category’s driver
Not much Not much Not much No
differentiation
• RTD GREEN TEA MARKET IS TOO FIERCE WITH LOTS OF STRONG COMPETITORS, WHO HAVE LOTS OF STRENGTHS
• RTD HERBAL TEA MARKET IS NOT MANY COMPETITORS, CUSTOMER STILL NOT SATISFY WITH CURRENT PRODUCTS  HERBAL TEA IS POTENTIAL

6. MARKETING OBJECTIVES
• Establish a RTD herbal tea with innovative formula
• Become the leading brand in RTD herbal tea – within 1 years
• Change the current perception of consumer of green tea
 become the leading brand in RTD tea within 3 years

7. CONSUMER PROFILING/ SEGMENTATION
46%
15%
32%
7%
CONSUMER PROFILING
WOMEN 20-29
Achiever Enjoyer Contented Others
DOMINANT TARGET OF RTD
TEA & RTD HERBAL TEA ARE
FEMALE, 20-29 YO, KEY
CITIES

8. CONSUMER PROFILING/ SEGMENTATION
Role of RTD tea
to them
- Thirst-quenching
- Convenient & light but sweet
enough to drink
- Healthiest RTD
- Relax & indulgence
- Thirst-quenching
- Convenient
- Not sweet & delicious
enough for their rewarding
- Prefer fresh water than RTD tea
- Only consume in occasion
- Don’t care about convenience,
but care about health

9. TARGET CONSUMER
TARGET CUSTOMER
PROFILING
RTD Tea U&A:
- Consume RTD tea not only for thirs-quenching, but also for
rewarding from hard-working (sweet but still healthy)
- Frequency: 2-3 times/week
- Consumption: 1 bottle/ time
- Drink after lunch
- Drink with friends when chatting, not when working
- Enjoy the sweet taste & believe that it’s somehow better for their
health than other drink (don’t choose fresh water bcuz it’s too flat)
Profile:
- Female, RTD
consumer (include
all kinds of soft-drink)
- Urban Youth, 22-29
years old
- Class ABC
- Live in urban cities
(HCMC, HN…)
Life concerns & habits:
- Aware of the important role of women in
every aspects of life
- Know how to pamper themselves
- Have a variety of feminine ways to
reward themselves (spa, shopping, chit
chat, nails, …)
- Over-think or dramatize
(insecure  sensitive  overthink)
We choose this target
RTD Herbal tea is make sense
to Achiever the most

10. OVERALL TRUTH
CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH
TASTY
HEALTHY
Convenient
Functional:
• Sweet but fresh taste (mix
from traditional herbal
ingredients and mint)
• Proven to be good for your
health & beauty: anti aging –
with higher amount of anti-
oxidant ingredent
Emotional: Rewarding your body with guilty-free
In this hectic life, modern
urban women love to
reward themselves by
indulging their own
feminine joy.
Consumer love RTD soft-
drink for thirsty-quenching,
love the light-sweet taste
& freshness, but also care
about health and feel
guilty when they consume
RTD products, also include
RTD tea.
However, to them, RTD tea
is somehow better than
other soft-drinks.
Ready to drink
Easy to drink (light
taste)
Relax & Rewarding

11. CONSUMER INSIGHT
I’m an achiever-girl who is ambitious in
life, I move fast and easy to be blended
in this hectic life. And I usually feel tired.
I do care about my health, my
enjoyment but don’t have time for
exercising or relaxing or drinking
enough water for hit-releasing .
I NEED A QUICK SOLUTION FOR MY
REWARDING & REFRESHING!

12. BRAND IDEA
BRAND
ESSENCE
“The frast
rewarding”
Category
Truth
Brand Truth
Consumer
Truth
TASTY
HEALTHY
Convenient
Ready to drink
Easy to drink (light taste)
Relax & Rewarding
Functional:
• Sweet but fresh taste (mix from
traditional herbal ingredients
and mint)
• Proven to be good for your
health & beauty: anti aging –
with higher amount of anti-
oxidant ingredient
Emotional: Rewarding your body with
guilty-free
In this hectic life, modern urban
women love to reward
themselves by indulging their
own feminine joy.
Consumer love RTD soft-drink
for thirsty-quenching, love the
light-sweet taste & freshness,
but also care about health and
feel guilty when they consume
RTD products, also include RTD
tea.
However, to them, RTD tea is
somehow better than other
soft-drinks.
Frast = Fresh + Fast

13. CONCEPT PYRAMID
The
Frast
rewarding
The frast taste your
body loves
Hunt
the frast taste
of the town
Feminine body & soul rewarding
BRAND
BIG IDEA
COMMUNICATION
BIG IDEA
PLATFORM
FOR EXECUTION
ADVERTISING
BIG IDEA

14. 6Ps POSITIONING
6Ps
PRODUCT
PRICE
PLACE
PROMOTION
PROPOSITION
PACKAGING
RTD Herbal tea in can
Name FRAST (=fresh + fast)
8.000.000 VND/ can
MT & GT
Hunt
the frast taste
of the town
The frast taste
your body loves,
from herbal ingredients
Sweet & fresh

15. CAMPAIGN CONCEPT
The frast
taste your body
loves
Hunt
the frast taste
of the town
Feminine body & soul rewarding
COMMUNICATION
BIG IDEA
ADVERTISING
BIG IDEA
ACTIONVATION
PLATFORM

16. DEPLOYMENT PLAN
Awareness
HUNT FOR THE FRAST
TASTE OF THE TOWN
BINGO! WE FOUND
THE FRAST TASTE OF
THE TOWN
COME TO TASTE
THE FRAST
Ambiance + Viral
activities
TVC + Print ads Sampling
Print ad, Activation,
PR, Social
TV, LCD, PRINT AD,
OOH
Sampling activation,
Social PR
Key
message
Key
hook
Key
Channels
HUNT FOR THE FRAST TASTE OF THE TOWN
Trigger Engage
SHARE YOUR FRAST
EXPERIENCE
Viral Photo + Clip
Social
Amplify
To trigger curiously
about the new-
coming product
Raise awareness of
RTD Herbal tea FRAST
Give experiences
toward RTD Herbal tea
FRAST
Objective Multiply the effect of
integrated mkt activities
by viral contest

17. CONSUMER TOUCH POINT

18. DEPLOYMENT PLAN
PHASE 1: TRIGGER (unbranded)
Create the buzz of the town by spreading the taste via:
EATABLE PRINT-AD & LEAFLET
TRY THE FRASTE TASTE & HUNT FOR IT
(refer the Fanta case study)
SPREADING THE HINT
Put eatable-print ad on targeted magazines
(TTGD, TGPN, ELLE, DEP,…)
Spread eatable-leaflet at office building &
shopping mall
Message: “Just tear off a peace of this
page – Try the F**** taste & hunt for it”
VIRALLING THE HUNT
A contest to find out what is the key
ingredients of this secret taste – let
audience share their point of view
Use influencers to viral this buzz
HUNT FOR THE FRAST TASTE OF THE TOWN

19. DEPLOYMENT PLAN
PHASE 2: AWARENESS
Give the answer for the secret taste name F****  FRAST = FRESH + FAST
AIR TVC + PRINT AD
REVEAL THE SECRET & INTRODUCE THE NEW RTD HERBAL TEA
WHICH MADE FROM HERBAL INGREDIENTS & MINT
BEST TASTE & GOOD FOR HEALTH
STORY WE SELL
Highlight the key message:
“We found the F**** of the town, it’s FRAST, the RTD
herbal tea in the can that your body loves.
Naturally light sweet & fresh!
With herbal ingredients for hit-releasing!
You did taste it on paper, much better if you taste it in
reality, in can.
Best rewarding solution that you can drink!”
BINGO! WE FOUND THE FRAST TASTE OF THE TOWN

20. DEPLOYMENT PLAN
PHASE 3: SAMPLING
SAMPLING AT OFFICE BUILDING & SHOPPING MALL
PLACE THE BOOTH, LET THEM EXPERIENCE THE FRAST & SELL THE STORIES
STORY WE SELL
Highlight the key message:
“We found the F**** of the town, it’s FRAST, the RTD herbal tea in the can that
your body loves.
Naturally light sweet & fresh!
With herbal ingredients for hit-releasing!
You did taste it on paper, much better if you taste it in reality, in can.
Best rewarding solution that you can drink!”
MATERIAL: FRAST SAMPLING + LOVE YOUR BODY GIFTSET
DESIRED RESPONSE
They found the taste they love most, and they know FRAST is good for
their health & beauty
 BUY
COME TO TASTE THE FRAST
FRAST

21. DEPLOYMENT PLAN
PHASE 4: AMPLIFY
VIRAL CONTEST: MAKE YOUR FRAST STUFF
(refer the Kotex Insprirational Day case study)
WHAT WE DO
The contest for Handmade-influencers to make cute
stuff from Frast can.
The contest from normal TA to submit idea for cute stuff
from Frast can.
The best idea will be made in real, and randomly share
to TA who join the contest (only who join the contest
can receive the surprise stuff from others)
 Viral
SHARE YOUR FRAST EXPERIENCE