This document outlines a marketing plan for a new herbal ready-to-drink tea brand targeting young urban consumers aged 18-25. It includes segmentation of the RTD tea market, identifying herbal tea as having growth potential with fewer competitors. The brand positioning is "Old Tea for Young Life" to provide the calmness of traditional herbal tea to address busy lifestyles. The communication plan centers around the theme "Live Calm, Live Young" through a sampling tour, viral video, and digital advertising to drive trial and raise brand awareness among students.

1. NGUYEN BICH VAN

2. 1.
SEGMENTATIO
N
2. THE
TRIANGLE
3. BRAND IDEA

3. 1. SEGMENTATION

4. Ready to drink tea market is segmented to 2 key sub categories:
Green tea & Herbal tea
 GREEN TEA is a
TOUGH market for new
players with STRONG
COMPETITORS like:
Không Độ, C2, Real leaf,
Tea Plus, Lipton pure
green.
 HERBAL TEA is a NEW
market with FEWER
COMPETITORS like Dr.
Thanh, Lincha.
Takes 20% market share
& grows potentially.

5. FOR A NEW
BRANDED
PLAYERHERBAL TEAwill be THE BEST
FIRST STEP for us
to PENETRATE the
market.

6. 2. THE TRIANGLE

7. More than just a Thirsty-quenching drink,
RTD Tea also tell the LIFESTYLE story.
ATEGORY
TRUTH
Cinnamon honey taste
which is good for brain & call for the
calmness
RODUCT
TRUTH

8. What they say? Herbal RTD tea seems like it’s for sick people, it’s too old for Youth
Why they say? Tea represent the calmness which usually is the image of Old.
What they do? Mostly drink Carbonated Soft Drink (CSD)
Why they do? CSD have a bright & fast image, which is well -matched with Youth.
Target consumer:
- 18 – 25 y.o
- ABC – Urban
- Drink RTD tea at least 3 times/week.
- Have a busy life - have the urge to live fast everyday.
ONSUMER
TRUTH

9. Brand Truth
Category
truth
Consumer
truth
Cinnamon honey taste which is good for brain & call for the calmness
LIFESTYLE
I wish for a healthy drink represent my
Youth
I know herbal RTD
drink is good for
health but it’s too old
for my age.
BRAND’S CONSUMER INSIGHT
NSIGHT

10. 3. BRAND IDEA &
POSITIONING

11. OLD TEA FOR YOUNG LIFE (VỊ TRÀ XƯA CHO NGƯỜI TRẺ)
Now a day, Youth means to live young, & live fast.
With the pace of life, Youth rarely have time to enjoy a moment of
the calmness, like in the old time.
With the cinnamon honey tea good for brain & call for the calmness,
we provide you the old calm taste for your young life.
Youth means to live fast with the calmness.
AND IDEA

12. Provide what
need To whom Different by
Reason to
believe
Provide
cinnamon
honey tea
GOOD FOR
BRAIN &
CALL FOR
THE
CALMNESS
Heavy RTD
tea drinkers
aged 18-
25, located
in big cities,
ABC, have
to live fast
everyday
Good for
brain & call
for the
calmness
function.
The
Vietnamese
old image
The
authentic
source of
herbal and
technology
that can call
for the
calmness.
SITIONING

13. What special about our product?
- The taste suitable for youth.
- Old wise saying printed on the bottle.

14. 4. BRAND
COMMUNICATION
& ACTIVATION

15. Brand
Communication
idea
LIVE CALM. LIVE YOUNG.
The visualized, heartwarming message
Reminding the importance of calmness in this fast
life. Youth means to live fast with the calmness.
MMUNICATION
IDEA
The moment of Youth life that need calmness.
Objective
Raise awareness of the Brand - Drive trial, purchase
ACTIVATION
PLATFORM

16. Students
Typical sufferers of the problem we’re tackling
Big RTD tea consuming community
KEY TARGET
TASTE THE CALMNESSCAMPAIGN
BIG IDEA

17. 5. LAUNCHING
PLAN

18. Youth life is too fast & they need a moment of calmness to move
on
Call for the calmness experience
Insight Brand Role
Let’s be calm to move on
Tast the calmness
Message
Concept
Simply drinking our tea can calm
you down to move forward
Experience the calmness Calmly moving forward
Key
Message
MV - TVC
The Sampling tour “Taste the
calm”
The 2Dep! care issueKey Hook
TVC
Viral MV
2Đẹp featured storyboard
Advertorials, SEO, Facebook ad
Corporate PR
Application
Advertorials, SEO, facebook ads
Corporate PR
The 2Dep! care issue
Advertorials, SEO, facebook ads
Corporate PR
Key
Channels
Consumer
Journey
Awareness Engagement Advocacy