1. Launching Plan
Aroma Group

2. Background
Vietnam is the 2nd country to export coffee in the world. Local consumption accounts for 10% production
capacity. The local market growth is average 16% per year. Market is segmented to 2 key sub categories :
instant and roasted coffee . Instant coffee has seen dramatically over 22% growth per year vs roasted
coffee 12% to surpass it by 2020 due to convenience trend and fast urbanization.
Local coffee market value estimated in 2013: 11,000 billions VND, in which instant takes for 6,000 billions,
roasted for 5,000 billions.
A big local giant company with strong financial capability to invest, owning strong network of distribution of
general trade & modern trade, with a good source of high-quality coffee in Central Highlands of Vietnam,
plus with strong technology, and can recruit strong local experienced people of coffee making.
Business Objective
We need to develop a master brand concept/idea for their new coffee brand to become the top 3 instant
coffee brands in Vietnam within 3 years from the second quarter of 2014.
General Target
Heavy instant coffee users, aged from 20 to 35, in urban cities, office-working,
for their at office & home consumption

3. Analyzing
69.2% people drink coffee in the morning
72% people drink coffee because of its pleasant smell
Home consumption is a trend now
WakeUp is the only strong brand focus on “morning coffee”.
Target customer: Mass,
Brand promise: “strong aroma with satisfied taste to keep you moving”
Challenges
 Raise awareness about the brand
 Motivate trial and pruchase
 Differentiate from WakeUp

4. Scientific Proofs:
Wall Street Journal Report: “Those who came to work with miserable mood tended to feel
worse after interacting with customers, which in turn decreased more than 10%
productivity and they had to take more small breaks.”
Scientific American: “Pleasant smells can have positive effect on your performance by
raising your mood”
Customer ideas about coffee aroma:
Khi ngửi thấy mùi cà phê,
mình thấy hưng phấn. Mùi
cà phê là một trong những
mùi yêu thích của mình, lôi
cuốn, đem lại cảm giác thư
thái, tĩnh tâm và tỉnh táo.
Mình thích mùi cà phê nóng
được pha ra chứ không phải
mùi nhân tạo trong sản phẩm
khác (vd: mỹ phẩm, bánh mì)
Khi ngửi thấy mùi cà phê,
mình có cảm giác tỉnh táo và
sảng khoái. Mặc dù mình ít
khi uống cà phê vì mình cho
rằng uống nhiều cà phê
không tốt cho da, nhưng phải
công nhận rằng cảm thấy rất
thích thú khi ngửi thấy mùi
hương đó :)
Bỗng dưng tỉnh táo và phấn
chấn và có cảm giác
everything will be okay
anyway - thế giới vẫn đang
trôi và mình vẫn đang sống.
Just keep up the good pace
and live on.
Result from a minor survey by Google Docs on 3/2014

5. Insight Finding Journey
 WHAT THEY DO?
They avoid borrowing money on Monday or on the first day of
the month, they feel annoyed when being scolded in the
morning.
 WHY THEY DO?
There is belief that how you begin your day will effect the entire
time.
 INSIGHT:
"I always want to start my day with perfect mood as I believe a
good beginning will make a good ending. However, there are so
many things that could let me down in the beginning of the day. I
want something to keep me full of inspiration and a ready
mindset, regardless of whatever happened.”

6. Brand Positioning Statement
For differentiating from WakeUp (by the emotional benefit)
Coffee with
strong aroma as
a nice start of a
day.
- 22-27 YO (Bull-
eyes: 23-25)
, ABC
- Lives in urban
zones,
- Still don’t have to
take so much
responsibility, so
they are apathetic
Fulfill your place
with strong
coffee aroma,
create a platform
to raise your
mood.
Provide what
NEED
To
WHOM
Differentiate
by
Innovative
technology to
maximize the
coffee aroma,
amplify by the
innovative
packaging.
Reason
to believe

7. Prompt
pleasant
mood to start
a day
- Pleasant
- Buoyant
- Inspired
- Technology to maximize
the coffee aroma
- Innovation of packaging to
amplify spread coffee aroma
to the place.
Functional: Delivery strong
coffee aroma
Emotional: A pleasant platform
to inspire good mood
Fulfill your place with strong
coffee aroma, create a platform
to raise your mood.
"I always want to start my day with perfect mood as I believe a good
beginning will make a good ending. However, there are so many things that
could let me down in the beginning of the day. I want something to keep me
full of inspiration and a ready mindset, regardless of whatever happened.
Fierce from strong brands:
-Nescafe(Nescafe and CafeViet),
-Trung Nguyên (G7),
-Vinacafe(Vinacafe and
Wakeup)
- Male and Female, ABC
- 20-27 YO (bull eye: 23-25)
- Lives in urban zones, work in office
or study in university
- Still don’t have to take so much
responsibility, so they are apathetic
Consumers perceive

8. • Communication Big Idea: Let start your day with
good mood, prompted by a fragrant cup of coffee!
Inspire the customer with the
message good mood in the
morning is the best way to start a
nice day. When you wake up,
forget about what happened or
will happen, just grab a cup of
coffee, enjoy the space fulfilled
with aroma and that will definitely
make your day!

9. Activation Platform: Morning activities
Reading news, drinking coffee, facebook, surfing
internet on the phone, listening to the music / radio, doing
exercises…

10. Key audience:
Target consumer
Home consumption, who usually drink coffee
in the morning.
Launching Objective
 Raise awareness of the Brand
 Drive trial and then motivate purchasing

11. Who – Youngsters aged 22 – 27 YO
What – Interactive social content
When & where – Every time, every where
Why – They need/ want to update information constantly
How – smart device, smart phone
Communication touch point
We choose mobile as our campaign touch point. Supported by SEO and social media.

12. Prove the fact that the Mood will affect
your performance during the day
Experience the coffee aroma platform
to have good mood to start a nice day
Spread the “nice day” spirit
Strategy:
Motivate the “nice day” spirit (start a day with good mood), which is prompt by coffee
aroma of the brand.

13. • The best way to start a nice day!
There are many ways to start a day. However, the best way to start a NICE day is
starting with good mood.
Let your place fulfilled by our aroma and the pleasant mood will be prompted inside
your mind.

14. CONCEPT Best way to start a nice day!
Phase Awareness Engagement Amplification
Key message
Your morning mood will affect
your performance all day.
Experience the coffee aroma
platform to have good mood to
start a nice day.
Spread the “Nice day” spirit.
Key hook
“Bad mood vs. Good mood”
social experiment through the
“morning media”
“Good mood” sampling booths,
full of aroma, imitate activities
our TA usually be in the morning
(radio, music, newspaper…)
“Best way to start a nice day”
photo contest
Channels
Mobile ads, TV show, SEO,
Facebook sponsored link, Radio,
Editorial, PR
Sampling, Mobile ads, Mobile
apps, Facebook apps, Microsite,
SEO
Event, Mobile ads, Facebook
apps, Advertorial, SEO
Consumer need Brand Role
A good mood in the morning as the
nice start of a day.
A platform fulfilled by coffee aroma to
prompt pleasant mood.

15. Impact of
Bad Mood
• Using communication channels to invade the media that TA use
in the morning (TV, Facebook, Radio) with things that can cause
bad mood: bad news, sad music, heartbreaking stories… for 1
week.
Impact of
Good Mood
• Using communication channels to invade the media that TA use
in the morning (TV, Facebook, Radio) again, but with things that
can cause good mood: good news, upbeat music, romantic
stories… in the morning for another week.
Conclusion
• Keep track the result of the performance of a number of TA and
then compare the “bad mood” week with “good mood” week.
• Using PR tools to amplify the experiment result and express the
fact: “the Mood will affect your performance during the day”
 Phase 1: Awareness: Social Experiment
Channel for key invading:
- News modified display for
mobile version of news site
- SEO for the news in the
morning
- Viral clip about the result of
experiment

16.  Phase 2: Engagement: Experience the Aroma
Reason to
download
• There will be Tinhte.vn and appstore.vn will be the first one
to experience and share it to people.
Updated good news frequently
Reason to
reuse
• Every time the phone have wifi signal, the apps will show
the recommended news (optional in setting)
Provide TA an Widget app
for mobile, which will show
only goods news, related to
their individual hobbies
(tracked from their digital
behavior) in the morning.

17.  Phase 2: Engagement: Experience the Aroma
Launch the “Have a nice day”
microsite, in which there are
pleasant background music /
sound, good news, motivating
stories, modified and shared on
both PC and Mobile platform as
a place to boost the mood in
the morning.
SEO
Reason to come
• Use the SEO for owning all the key words such as:
“Mood”, “Nice Day”, “Start a day”… to lead TA to the
microsite of the Webs
The experience to get the good mood
Reason to stay
• By all the sound, individual good news depend on
hobby
• By the motivating stories
• Tactics: Automatic caring message after 1 minutes
after stayingReason to
feedback
•Set up Ambassador to share they story or their ways to star a
nice day (as 19days.com) and inspire people to share theirs.

18. • Placing the sampling booths near the
places of TA. Those booth are built as
an isolated place: full of coffee aroma,
pleasant sound / music, a place with
newspaper or radio with headphone to
prompt the good mood in the morning
for consumers when engaging with the
brand.
• If the consumer bring the phone which
have the “Good news” application,
they will receive funny phone
accessories.
 Phase 2: Engagement: Experience the Aroma

19. Key Element:
1. Dry sampling
2. Wet sampling
3. Uniform
4. Isolated place
5. In-store merchandising: shelf takerwobblers
(Only for supermarket)
MT Channel
(Mall, supermarket):
- Build Brand image
- Drive trial and
Sales
OFFICE Channel
(Building ):
- Build Brand image
- Drive trial
- HN, HCM
- Dry and wet
Key Partner:
- District 1 Building
- METRO
- Coop Mart
- Big C
- Phu My Hung apartments area
 Sampling Plan
Key Time:
- The Morning time from 7 to 9a.m

20. Contest "Best way to start a
nice day"
• Format: Present how to start
the day with the most
exciting mood with a
fragrant cup of coffee, in
photo taken by mobile.
• Rules: sign in to the Brand's
website (with the special
number printed in QR code
at the bottom of boxes of
coffee) and submit photos
by phones.
• Prizes related to morning
activities: Gym Vouchers,
Yoga Courses, iPad…
• The contest end with the
seeding winner to spread
out the message “Good
mood to start a nice day”.
 Phase 3: Spread the “nice day” spirit

21. KPIs – Phase 1
Channels Cost (USD) KPI
TV Show 650,000
89% 1+ Reach
60% Effective 3+ reach
SEO (for whole campaign) 15,000
72,000 clicks
> 1 brand’s channel appear in top 3 with Category keywords and General keywords
Display ad (Banner ad network, Facebook ad, Banner
duration)
20,000
CTR 0.5%
20M Impression, 100k Clicks
PR + Social 50,000 Earned media 2x
Viral Clip 25,000 200,000 view
Fan page + Promoted post (for 3 phases total) 20,000
6M Impression, 100k Interaction
100k fan, 5k talking about

22. Channels Cost (USD) KPI
Display ads (mobile ad, facebook ad, banner
ad network, banner duration)
120,000 120M impression, CTR 0.5%, 600k click
Sampling 50,000
Reach 90% people at the booth
Purchase 60% after trying
Quota 500,000 samples
70% who attended believe in R2B
Mobile app 30,000 10k download
PR + Social 50,000
Earned media 1x
(Specifically 2x for the social / PR about app)
Contest 45,000
30% of target audience aware of the event
10k attendances
KPIs – Phase 2 - 3
• 80% among target audience have awareness about our brand
• 60% among target audience have acknowledge our features
• 30% among target audience have believed in R2B and made a trial
• 12% among target audience have made a purchase 4 weeks after trial.