Elite YM3 - On-ground activation
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This document outlines a marketing plan for Vinacafe coffee targeting Vietnamese coffee drinkers aged 25-40. The plan has three phases: 1) Invite potential customers to the booth with intriguing vintage decor and experts sharing brief heritage stories, 2) Let customers experience "heritage coffee" firsthand with a complimentary cup, 3) Provide a gift set including samples and an informational booklet allowing customers to learn more about Vinacafe's heritage on their own. The plan aims to convey Vinacafe's roots and message of "Tinh túy vị thời gian" (Timeless Taste Experience). A potential con is that the heritage stories may be too complex to deliver verbally
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Nhóm 3: Minh Quang + Duc Hiep + Thanh Thuy + Tuong Vy + Thanh An
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1 - Thế nào là Brand Idea, Brand Communications Big Idea, Advertising Big Idea? Cho ví dụ trên cùng 1 thương hiệu. (30%)
Câu hỏi dành riêng cho Eliter:
2 - Thế nào Insight Platform? Insight Platform cho Brand Idea, Brand Communications Big Idea, Advertising Big Idea có khác nhau không, nếu khác thì khác nhau như thế nào? Cho ví dụ cụ thể (45%).
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Phase 2 has the event called the "Green Night Out" where participants can experience living the YOLO lifestyle through performances, games, and sampling COZY products.
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Our final presentation for Cultural Ethnic Structure of Taiwan, National Chengchi University, Fall 2009
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
Coffee in Taiwan
Our final presentation for Cultural Ethnic Structure of Taiwan, National Chengchi University, Fall 2009
Competitive strategies for coffee brands
This document analyzes competitive strategies for coffee brands in the Russian market. It identifies Nescafe as the market leader with 40% share pursuing a differentiation strategy with quality products and memorable advertising. Jacobs and Tchibo each have around 20% market share as challengers, with Jacobs focusing on family warmth and Tchibo on professionalism. Carte Noire, with 10% share, focuses on differentiation through fashion and luxury positioning. The document also describes campaigns run by each brand to communicate their strategic positioning, such as Nescafe's street tastings, Jacobs' family events on ice rinks, and Carte Noire's sponsorship of a fashion week.
Teck wei content
Modern coffee culture in Malaysia has grown significantly in recent years. While kopitiams still offer traditional kopi-o, specialty coffee shops now offer diverse options like Italian-style coffees and beans from around the world. This has led coffee to become a popular activity for socializing or relaxing. The document then profiles 4 prominent coffee chains in Malaysia - Coffee Bean and Tea Leaf, Coffee Chemistry, Coffea Coffee, and Cosans Coffee - and describes their styles, locations, and spaces. Each aims to provide high quality coffee alongside unique atmospheres, whether corporate, dreamy, homegrown, or nostalgic of an old house.
Nescafe IMC
Nescafe is an instant coffee brand owned by Nestle that was introduced in 1938. It has a global market share of 22.7% and is sold worldwide. In India, Nescafe has a market share of around 45% and competes primarily with Bru. Nescafe targets urban young professionals through positioning itself as a quality product that keeps them active. It has run various advertising campaigns in India such as "Know Your Neighbors", "My First Cup", and "The Nescafe Moments" to promote bonding and sharing over a cup of Nescafe coffee.
Nespresso case study
Nespresso was introduced in 1976 and creates the perfect espresso cup. It changed coffee from a commodity to a luxury product accessible through easy-to-use machines and personalized service via boutiques and clubs. Nespresso's unique positioning around high quality specialty coffees, technologically advanced machines, and exclusive retail experience has led to its success in capturing the consumer market for premium coffee. However, competition from similar pod-based systems like Jacobs Douwe Egberts could threaten Nespresso's leadership if they can achieve wide distribution.
Instant Coffee reimagined
The document discusses rebranding generic instant coffee to add value. It provides research on consumer preferences for instant coffee and competitive products. A solution proposed is pre-portioned compressed coffee tablets packaged in a recyclable cardboard tube. The brand name "Cubo Caffè" is chosen to signify quality and evoke Italian coffee culture. A sleek logo and minimalistic packaging design aim to position the product as a premium instant coffee option.
The Kopitiam Evolution report
The document is a student's assignment submission on the topic of kopitiam evolution in Malaysia. It begins with an introduction describing the concept and theme of capturing the kopitiam culture in a graphical book. It then defines kopitiams, discusses their origins in relation to Hainanese migrants, and describes characteristics of traditional and modern kopitiams. The student conducted research by visiting various old and new kopitiams. Design ideas for the graphical book are provided, including initial ideas to separate old and new kopitiams visually and the final layout changes.
Nescafe
The document summarizes Nescafe's new communication strategy and advertising campaign in India.
The campaign includes two parts - "Know Your Neighbors" launched in January 2011 and "My First Cup" launched in November 2011. It features celebrities Deepika Padukone, Purab Kohli, Karan Johar, and Vir Das as brand ambassadors targeting coffee drinking youth and non-coffee drinkers.
The ads use a lighthearted tone to position Nescafe as a conversation starter and showcase coffee as a preferred urban drink. Consumer response has been positive with potential to increase engagement through celebrity social media followers.
Nescafe
The document summarizes Nescafe's new communication strategy and advertising campaign in India.
The campaign includes two parts - "Know Your Neighbors" launched in January 2011 and "My First Cup" launched in November 2011. It features celebrities Deepika Padukone, Purab Kohli, Karan Johar, and Vir Das as brand ambassadors targeting coffee drinking youth and non-coffee drinkers.
The ads use a lighthearted tone to position Nescafe as a conversation starter and showcase how one can enjoy different coffee preparations at home. Consumer response has been positive with the potential to increase further through celebrity engagement on social media.
Similar to Elite YM3 - On-ground activation (11)
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
Nhom 2 - Elite Young Marketers - 2 nd grand presentation
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Early Life and Backgrounds
Orpah Winfrey: From Humble Beginnings to Media Mogul
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A Prime Location
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The Origins of the Dwayne Johnson Kidnapping Saga
Dwayne Johnson: A Brief Background
Before discussing the specifics of the kidnapping. it is crucial to understand who Dwayne Johnson is and why his kidnapping would be so significant. Born May 2, 1972, Dwayne Douglas Johnson is an American actor, producer, businessman. and former professional wrestler. Known by his ring name, "The Rock," he gained fame in the World Wrestling Federation (WWF, now WWE) before transitioning to a successful career in Hollywood.
Johnson's filmography includes blockbuster hits such as "The Fast and the Furious" series, "Jumanji," "Moana," and "San Andreas." His charismatic personality, impressive physique. and action-star status have made him a beloved figure worldwide. Thus, the news of his kidnapping would send shockwaves across the globe.
Setting the Scene: The Day of the Kidnapping
The incident of Dwayne Johnson's kidnapping began on an ordinary day. Johnson was filming his latest high-octane action film set to break box office records. The location was a remote yet scenic area. chosen for its rugged terrain and breathtaking vistas. perfect for the film's climactic scenes.
But, beneath the veneer of normalcy, a sinister plot was unfolding. Unbeknownst to Johnson and his team, a group of criminals had planned his abduction. hoping to leverage his celebrity status for a hefty ransom. The stage was set for an event that would soon dominate worldwide headlines and social media feeds.
The Abduction: Unfolding the Dwayne Johnson Kidnapping
The Moment of Capture
On the day of the kidnapping, everything seemed to be proceeding as usual on set. Johnson and his co-stars and crew were engrossed in shooting a particularly demanding scene. As the day wore on, the production team took a short break. providing the kidnappers with the perfect opportunity to strike.
The abduction was executed with military precision. A group of masked men, armed and organized, infiltrated the set. They created chaos, taking advantage of the confusion to isolate Johnson. Johnson was outnumbered and caught off guard despite his formidable strength and fighting skills. The kidnappers overpowered him, bundled him into a waiting vehicle. and sped away, leaving everyone on set in a state of shock and disbelief.
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The immediate aftermath of the Dwayne Johnson kidnappin
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Leonardo DiCaprio: The Hollywood Icon
Early Life and Career Beginnings
Leonardo Wilhelm DiCaprio was born in Los Angeles, California, on November 11, 1974. His journey to stardom began at a young age with roles in television commercials and educational programs. DiCaprio's breakthrough came with his portrayal of Luke Brower in the sitcom "Growing Pains" and later as Tobias Wolff in "This Boy's Life" (1993). where he starred alongside Robert De Niro.
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Environmental Activism
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Entertainment and Advertisements
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Leonardo DiCaprio's Super Bowl Appearances
A Celebrity Among the Fans
Leonardo DiCaprio's presence at the Super Bowl has noted several times. As a high-profile celebrity. DiCaprio attracts
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6快递给客户（国内顺丰国外DHLUPS等快读邮寄）。蜿蜒小溪一直都是山娃和小伙伴们盛夏的天然泳场水不深碎石底石缝里总有摸不尽的鱼虾活蹦乱跳的还有乌龟和王八贼头贼脑的倒也逗人喜爱日上三竿时山娃总爱窜进自家瓜棚里跟小伙伴们坐着聊天聊着聊着便忍不住往瓜田里逡巡一番抱起一只硕大的西瓜用石刀劈开抑或用拳头砸开每人抱起一大块就啃啃得满嘴满脸猴屁股般的红艳大家一个劲地指着对方吃吃地笑瓜裂得古怪奇形怪状却丝毫不影响瓜味甜丝丝的满嘴生津遍地都是瓜横七竖八的活像掷满这
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Elite YM3 - On-ground activation
- 1. 1 THAO NGHI & HOANG LAN
- 2. 2 All coffee users, including group of Vinacafe current users, and group of Vinacafe lap users & competitor users (Nescafe & G7) 25-40, ABC, modern, contemporary. They’re all proud of Vietnamese coffee culture heritage. They’re all inspired with coffee unique taste & aroma and looking for great cups of coffee experience TARGET AUDIENCE
- 3. Umbrella Idea Experience A Great Cup of Coffee with Timeless Taste at Vinacafe Heritage Coffee House Key message: Only Vinacafe can bring Vietnamese drinkers true experience of A GREAT CUP OF COFFEE (HERITAGE COFFEE)
- 4. DEPLOYMENT PLAN 4 PHASE 1 – Invite Objective: HERITAGE STORIES INTRODUCTION TA will be attracted by the vintage & intriguing appearance of booth which is in shape of a coffee house. Even more, PGs dressing like coffee experts will approach TA to deliver a quick speech about Heritage Coffee stories of Vinacafe.
- 5. 5 PHASE 2 – Experience Objective: LET TA EXPERIENCE TRUE COFFEE Invite them a cup of heritage coffee
- 6. 6 DEPLOYMENT PLAN PHASE 3 – Amplify Objective: Let TA discover the heritage stories by themselves PG will give TA a pack of gift set including of Vinacafe dry samples and a heritage booklet. Then, TA can discover the heritage stories by themselves even when they are not at booth with Vinacafe experts.
- 7. 7 PROS & CONS Pros: 1. Idea relevant with Vinacafe root strength and its newest communication message: Tinh túy vị thời gian. 2. Deployment plan has well-delivered the idea and key message with heritage style of booth/ uniform/ plastic cup designs. Cons: 1. Heritage stories seem too complicated to verbally deliver.
Editor's Notes
- TA: 30-40 (25-40).Quota: 1tr. Gold la hoa tan, rang xayphaphinMT: rang xayluon, push sales (redemption). SieuthiOffice building: hoa tan, build awareness, drive trial, deliver storyMass office building: samplingVietcombank & techcombank: set up corner gannhu la permanent, build legacy story cuaVina Gold- Thietkecaily, in cauchuyenlencaily, chat lieu nhu the nao. Phatsaophaithay legacy- Hot & ice sampling de uong- Sache: 3 sachebovao mot cai pack noiduoccauchuyen legacy