This document provides information about marketing Lipton tea to millennials in Vietnam. It discusses the target group of millennial first jobbers aged 20-25 who are undergoing a transformation from student to professional life. The challenge is to make Lipton tea bags appeal to this group by being a "mental friend" during this stage. A marketing campaign is proposed to identify insights about what matters to this group and their perceptions of tea drinking. The campaign would introduce Lipton into their daily occasions in a positive way and be deployed through consumer communication, promotions, and a budget plan.

1. UNILEVERFUTURELEADER LEAGUE2016

2. UFLL 2016, the mission is all about
YOUR GENERATION.
MILLENNIALS
EMPOWER
The Brand that joins you on
UFLL journey 2016

3. ENTER TO THE WORLD OF LIPTON
LIPTON is a “Positivity” Tea Brand with the mission of helping people feel good,
look good and get more out of life, and by which contributing to the key pillar
under Unilever Sustainable Living plan – “Improving Well-being”.

4. ENTER TO THE WORLD OF
OUR
PEOPLE
PORTRAIT
Young Adults transitioning into / throughout adulthood (20-34) who embrace possibilities and
adopt a positive mindset throughout life – Possibility Embracers.
He / she is an embracer of the ‘adventure’ of their current life phase, knowing that it’s their
choice to take it on, with a positive attitude, and seize potential opportunities.
They believe that a positive attitude towards possibilities during change determines how well
they will do. They believe that the greater responsibility they take for making and guiding
their own life, the bigger the reward.
They are curious, optimistic, spontaneous, vibrant and want to have fun! Yet they have
purpose.
Possibility Embracers want to feel a positive mood shift. A cheerful, joyful liberated
experience. They choose Lipton Tea because it delivers emotional “feel good” and exciting,
great tastes – whether it is hot tea or cold tea.
LIPTON IS A POSITIVITEA BRAND FOR POSSIBILITY EMBRACER

5. ENTER TO THE WORLD OF LIPTON
OUR
PRODUCT

6. ENTER TO THE WORLD OF LIPTON
LIPTON IS
POSITIVE.
In a world with both good and bad sides,
we truly believe in looking for the positive.
It’s not a case of pretending everything is
perfect, but being optimistic by choice,
And always seeing the cup as half-full.
We are the “POSITIVE” TEA
brand which gives you the
“BETTER-FOR-YOU”
UPLIFT.
OUR
PERSONALITY
OUR DISCRIMINATOR

7. ENTER TO THE WORLD OF LIPTON
LIVE LIFE THE POSITIVE WAY!
BE AWAKE to WHAT REALLY MATTER

8. VIETNAM BUSINESS CONTEXT

9. VIETNAM BUSINESS CONTEXT
Lipton is solid market
leader in Tea Bag
Vietnam is a tea
country, but Tea Bag
is not with the Youth.
Lipton is perceived as an image
of success and positivity, but a
bit “maturity”.
Only around 11% of target group (20-
34 y/o) drinking Tea bag, with the
average of twice or three-times drinking
a cup of tea per year. (*)
The Youth is now looking
for well-being and
convenient format.
The challenge is how to bring inspiration to
connect the Youth with the Category.
As market leader, we want to build the
Brand to become apart of the Youth.
(*) Source: Drinking Usage Panel – Kantar World Panel (Q1 2016)
1 2 3

10. STUDENT LIFE FIRST JOBBER
Millennial is the generation among 20-34 years old, who are different from any other generation that has come
before. A few facts about them: they are the best educated generation ever, they are the most heavily digital savvy,
they live in a global economy and start working during the deepest global recession...
An important milestone of millennials is the TRANSFORMATION STAGE of their life (20-25 y/o), from student life
to a first jobber’s life. This is when they face the challenge of changing and adapting themselves to grow and
develop in a totally new and different environment vs before. This is when their life mostly become independent
from family, with more opportunities, responsibilities and expectation.
And this is When Lipton – a brand of “Positivity” and “Possibility” can join them on their journey.
VIETNAM BUSINESS CONTEXT
Lipton core target group is Millennials.

11. THE CHALLENGE
Make Lipton Tea bag become a MENTAL
FRIEND of Vietnamese Millennial first
jobber (20 – 25 y/o) during the
transformation stage of their life

12. THE CHALLENGE
KEY TARGET
GROUP
Millennial first jobber (20-25 y/o). Who is looking for
vitality lifestyle, who is in need of a drinking solution that
bring them a healthy uplift and refresh their mind in their
daily life.
MISSION
Empower Millennial generation in their important
milestone of life – as a first jobber (20-25 y/o)

13. THE CHALLENGE
Make Lipton Tea bag become a MENTAL FRIEND of
Vietnamese Millennial first jobber (20-25 y/o)
during the transformation stage of their life.
DELIVERABLE: A marketing campaign that give
solution for the challenge. The Idea must cover:
• INSIGHT IDENTIFICATION (45%)
What matter to millennial first jobber? What
makes this stage of their life different from the
previous ?
What is their definition of “Being Positive” and
“Being a Possibility Embracer”?
What is their current perception and association to
Drinking Tea habit and Lipton?
• CAMPAIGN IDEA (30%)
How to enable and be apart of their positive
attitude and life style?
What is their suitable daily occasion to drink Tea?
How to introduce Lipton into this occasion in a
PosibiliTEA way?
• DEPLOYMENT PLAN (25%):
How to deploy your campaign idea in selected
touch points
- Consumer communication (digital, OOH…): 10%
- Promotion at point of purchase (instore visibility,
activation…): 10%
- Budget plan for your proposal (contribution by
key channels, rationales behind): 5%

14.  While large amount of 40+ y/o group drinking Teabag is because of thirst
quenching, only 18% younger target (20-34 y/o) has the same reason. 30%
of this young group are skewed to more complicated need such as
Refreshing, Relaxation, and Cooling down when choosing Teabag.
 More than 50% of Lipton users drink Lipton teabag in OOH occasions,
like coffee shops or in Office.
 Morning (after breakfast) is the most important occasion for TEA during
the day.
MILLENNIALS & THE HABBITS OF DRINKING TEA
REFERENCES

15. THANKYOU.