[Elite] Hoang Thach - Grand Test

610 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
610
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

[Elite] Hoang Thach - Grand Test

  1. 1. GRAND TEST NEW TEA PRODUCT IDEA Lê Hoàng Thạch
  2. 2. 1. Background 2. Understanding consumer 3. Brand Positioning 4. Communication Big Idea 5. Activation Platform 6. Objective 7. Touch points 8. Strategy 9. Concept 10.Deployment Plan AGENDA
  3. 3. Analyzing Background  O độ (44.2%) and C2 (15.8%) are dominating the market. Lipton Pure tea, Oolong tea plus and Real-leaf are being developed.  Lemon Green Tea is the most faavorite taste (FTA Research)  Mass, Thirsty and Cool down are the keyword of main brand in the market.  Key learning: The market now is dominated by lemon-green tea brand. If want to join the market, the product must be modified more specially to customer. Keywords: Lemon, Thirsty and Consumer.
  4. 4. Understanding Customer  WHAT THEY DO? They often look for enjoyable and funny things.  WHY THEY DO? In this period of life, they still don’t have to care about life problems. Therefore, they prefer the things that make them enjoy and have fun.  INSIGHT: “I am young, I still have not to care about life yet. Therefore, everything in my life must be funny and enjoyable.” - Male and Female, ABC, 15-20 (Bull-eyes: 15-17) - Live in urban zones, still study in high schools - Don’t have to care about life problems yet.
  5. 5. Brand Positioning Product Lemon flavored green tea, with colorful fruit jelly floating inside Package Bright color, funnily designed to express the funny spirit. Proposition Funny enjoyment for teen by tasty and interesting product. Price Average, affordable to teen Place MT and school canteens Promotion
  6. 6. Brand Positioning A satisfied taste drink, which gives teen a funny way to enjoy (colorful jelly to eat while drinking) - 15-20 YO (Bull- eyes: 15-17), ABC - Live in urban zones, still study in high schools - Looking for the enjoyable and funny things. Young style design of packaging and full of colorful fruit jelly inside. Provide what NEED To WHOM Differentiate by Innovative combination of two favorite things of teen: drinking tasty lemon green tea and eating colorful fruit jelly. Reason to believe
  7. 7. Enjoy your teen time with fun! - Funny - Energetic - Easy-going - Young style designed of package. - Combination of teen favorite: lemon flavored green tea and tasty jelly Functional: Satisfied taste drink, combined with tasty jelly, Emotional: A drink to express teen spirit Young style design of packaging and innovative way of enjoying: drink tea and eat jelly “I am young, I still have not to care about life yet. Therefore, everything in my life must be funny and enjoyable.” Fierce from strong brands: -O độ - Tan Hiep Phat, -C2 - URC, -Lipton Pure Tea, Real-leaf, Tea plus -Male and Female, ABC, 15-20 (Bull-eyes: 15-17) -Live in urban zones, still study in high schools -Don’t have to care about life problems yet. Consumers perceive
  8. 8. Communication Big Idea Let enjoy your teen times with fun! Inspire the customer with the enjoyable funny spirit. It’s fun! Even in the way of drinking!
  9. 9. Activation Platform Music The thing that can inspire the funny teen spirit in the most effective way!
  10. 10. Media Touch Points Who – Youngsters aged 15 – 17 YO What – Interactive social content When & where – Every time, every where Why – They need/ want to update information constantly How – smart device, smart phone Our customer are young and ready for new technology, especially smartphones. Moreover, they love to watch funny clip online. We choose Mobile and Youtube as our campaign touch point.
  11. 11. Strategy Teen is fun. It must be expressed in everything you do! Experience the new funny way to enjoy a drink. Spread the “funny” spirit Strategy: Motivate the teen spirit with funny ways of drinking (drink tasty tea and eat fruit jelly at the same time). Launching Objective  Raise awareness of the Brand  Drive trial and then motivate purchasing
  12. 12. Concept It’s more fun with Colorful Jelly! Be a teen is funny! Drinking a tasty product is also funny! But it’s more fun when drinking tasty tea and eating colorful jelly, AT THE SAME TIME!
  13. 13. CONCEPT It’s more fun with colorful jelly! Phase Awareness Engagement Amplification Key message Teen is fun. It must be expressed in everything you do! Experience the new funny way to enjoy a drink. Spread the funny spirit. Key hook “It’s more fun when you’re a teen” viral music and poster! “It’s more fun” music festivals and sampling tour through the high schools “Funny Teen” TV show Channels Mobile ads, Facebook ads, Advertorial and Youtube Sampling, Events, Advertorial, Mobile ads, Youtube ads. TV show, Mobile ads, Facebook apps, Advertorial, SEO, Youtube Consumer need Brand Role A funny thing to enjoy their teen time – the period without worry. A RTD tea with funny way of enjoying: tasty lemon tea and colorful jelly. Deployment Plan Customer need Brand role
  14. 14. Consumer need Brand Role Deployment Plan Phase 1 – Viral Clip: Compose a song named “It’s more fun when you’re a teen” with interesting dance move. Viral it through Youtube. Inspired by influencer to make them use that songs as ringtones. Design viral poster with text: “[Actions / Things]. It’s more fun when you’re a teen”, in which the actions will be demonstrated in an interesting way. PET. It’s more fun when you are A TEEN
  15. 15. Consumer need Brand Role Deployment Plan Phase 2 – “It’s more fun” music festivals High schools will submit their flashmob dance to the dance move of It’s more fun video to Brand’s Youtube channels. The videos (about 5) get most favorite will be the places to hold the music festivals.
  16. 16. Consumer need Brand Role Deployment Plan Phase 3 –”Funny Teen” TV show A show that collect funny moments captured in videos, sent by consumers. Feature 1 time / week. The show will be featured on TV and Youtube.

×