1. GRAND TEST
RTD TEA

2. AGENDA
Background & business overview
Segmentation – Insight
Brand idea
Launching plan

3. Background & business overview
Market overview
Competitor overview
Business background – opportunity - ambition

4. Market overview
 Tea:
- The world's 7th largest & high – quality producer of tea BUT
90% is raw export
- The original region of some styles of tea, such as lotus tea,
scented with lotus blossoms, white tea…
- Hotspot: Vietnamese tea – drinking culture
 RTD:
- Average increase in 20% per year in 5 recent years
- Annually consume 3 litters / person
 huge potential for investors
 RTD Tea:
- The preferred soft drink thanks to its healthy positioning
- Mostly consumed by groups of consumers 10-40 years-old:
- Children: drinking at break time at school
- Adults: drink RTD tea after work when getting together with
friends / at lunch time after four hours of work in the morning
to gain energy.

5. Competitor overview
Healthy with added minerals
Packaging, “Bombing” advertising, distribution
Truly high quality green tea
Cool & clean with green tea from Thai Nguyen
Fresh & youthful positioning & campaign,
distribution

6. Business background – opportunity - ambition
 Background: A large FMCG corporation
with the advantage of capital &
distribution
 Opportunity: RTD Tea for youngsters with
a new kind of RTD mineral tea: a
combination of RTD & traditional tea
 Ambition:
- Gain awareness & consumption from
target customers
- Account for 15% of the market in the first
2 years

7. Segmentation – Insight
Segmentation
Insight

8. Segmentation
• Youngsters in Vietnam, both male & female,
mostly urban & working in the professional
fields
• 20 – 30 y.o – age with the most hard - work
• Youthful, fresh, energetic, active, busy & quite
stressful life
• Spend most of their time on studying/working
in school/office with friends/co-workers
• Live with a traditional plus modern lifestyle:
eager to adapt but still appreciate the tradition
• High awareness on health concern, want
fast/easy/RTD BUT still healthy drinks

9. Insight
 What they say:
I prefer drinks that are pure with traditional
flavor
 Why they say:
The messy in claiming the component with
various added minerals
 What they do:
Regularly consume soft drinks, especially RTD tea,
and choose the ones with healthy positioning
 Why they do:
Due to the need of water & refreshment (hot
climate & stressful working/studying
environment) merging with health concern

10.  Brand idea
Brand idea
Brand positioning – 6P

11. Brand idea
The RTD Lotus Tea
Why lotus?
 The traditional essence of tea
that has a deep culture & a
whole story to tell
 Pure & light in flavor
 Benefits: Release stress & calm
the mind

12. Category truth
Tea – how you calm your mind
Brand truth
Lotus tea – best way to relieve stress & calm your
mind from its pure flavor
Consumer truth
I want a refreshment for my busy & stressful
studying & working environment BUT many
recent soft drinks, especially RTD tea are quite
strong in flavor and I am quite confused with their
“healthy positioning”. I wish there was a healthy
RTD tea which has authentic traditional flavor
Brand idea

13. Brand idea
Brand essence:
The purity
Differentiation:
The pure & light flavor
Reason to believe:
The traditional lotus tea culture
Brand communication:
Purify yourself

14. Brand positioning – 6P
For the young
white - collar
To calm
them down
With the pure
& light flavor
Of the
traditional
lotus tea
To whom What need How different By what

15. Brand positioning – 6P
Product: Pure & light in flavor with tender lotus smell
Packaging: Elegant in design
Price: Higher but still affordable (around 15,000 – 17,000vnđ)
Place:
Mostly in the studying & working environment where we can reach
target consumers
Promotion:
Campaigns with deep & traditional tone & mood
Proposition:
Calming you down with the purest favor

16. Launching plan
 Objectives
 Target consumer + insight
 Big idea
 Deployment plan

17. Objectives
 Gain awareness of a new & unique RTD tea that
is truly pure & light in flavor
 Encourage the young white collar to try out &
sense the differentiation
 Raise the awareness & appreciation for the
traditional favor of lotus tea & its benefits
 Get the young white collar who are always full of
stress to enjoy the pure flavor of our RTD Lotus tea
in order to calm their mind by awaken their sense of
this traditional tea

18. Target consumer + insight
• Youngsters in Vietnam, 23 – 28 y.o, both male
& female, mostly urban & working in the
professional fields
• Youthful, fresh, energetic, active, busy &
quite stressful life
• Spend most of their time on working in the
office
• Live with a traditional plus modern lifestyle:
eager to adapt but still appreciate the
tradition
• High awareness on health concern, want
fast/easy/RTD BUT still healthy drinks

19. Target consumer + insight
 Have the habit of drinking from lunch time to the late
afternoon after long hours of working in the morning
to gain energy & release stress
 Touch point: The afternoon of a white collar - The
moment of releasing & calming
 Insight for campaign: The afternoon is the most
exhausting period when I am most discouraged from
work. The hot, stressful and tiring afternoon is always
my daily “nightmare”. I wish there was a refreshment
so that I could go on working effectively

20. Launching plan - Big idea
Big idea
The tender afternoon
Communication idea
Purify the afternoon shadow
Duration
3 months
Place
Biggest office buildings in 6 biggest cities (HCM, Ha Noi, Can Tho, Nha Trang, Da Nang, Hai Phong)

21. Deployment plan
Raise awareness on the daily
awful afternoon
Engage people to try out the
new refreshment
Celebrate the daily tender
afternoon
The daily awful afternoon is
suck, we have to find our
refreshment before it bored
you to die
Let’s purify your afternoon
with our Lotus Tea
Let’s celebrate the tender
afternoon moments
Viral clip: “What’s your worse
time of the day”?
TVC & digital sampling tour
Viral V-blog &
mobile application
Editorials, viral clip sharing on
social networks
TVC, sampling tour,
advertorials, editorials, SEO,
SEM,
Influencers, viral V-blog
sharing on social networks,
mobile application
Awareness Engagement Amplification
Objectives
Key
message
Key hook
Tactics

22. Deployment plan
Raise awareness on the daily
awful afternoon
The daily awful afternoon is
suck, we have to find our
refreshment before it bored
you to die
Viral clip: “What’s your worse
time of the day”?
Editorials, viral clip sharing on
social networks
Awareness
Objective
Key
message
Key hook
Tactics
Testimonial clip on telling
what is the worse time of the day,
the reason why and their wishes to
get rid of
Key media channels

23. Deployment plan
Engage people to try
out the new
refreshment
Let’s purify your
afternoon with our
Lotus Tea
TVC & digital
sampling tour
TVC, sampling tour,
advertorials, editorials,
SEO, SEM,
Engagement
Objective
Key
message
Key hook
Tactics
Digital sampling tour with the
Lotus booth:
 Like fanpage to receive a Lotus
Tea in return
 Lotus booth where officers can
sit down, drinking, chatting
with friends to have a break in
the afternoon
Key media channels

24. Deployment plan
Celebrate the daily tender
afternoon
Let’s celebrate the tender
afternoon moments
Viral V-blog & Mobile
application
Influencers, viral V-blog
sharing on social networks,
mobile application
Amplification
Objective
Key
message
Key hook
Tactics
Key media channels
 V-blog “Trưa mệt thì phải làm gì?”
 Mobile application: A healthy application where you
can measure your stress level, tool to arrange
deadlines, tips for health…

25. PHƯƠNG VI