Bài báo cáo tốt nghiệp nhóm Ván Bài Lật Ngửa YOUNG MARKETERS ELITE DEVELOPMENT SEASON 4

2. BRIEF RECAP
Business issue:
Low consumer acquisition and low
awareness
No proper positioning
JTD:
Build an appealing feature to recruit
new users
Building an unique positioning for
Mocha to win the first play in the target
16 – 20.

3. BIGGEST TRUTH
OF THE CATEGORY
Keep in touch with
people in close circle

4. Targeting
FACT
No matter how large their circle might
be, 78% of the time they spent on chat
apps is to talk to their close friends.
GenZ
Vietnamese, 16 – 20 yrs
Hyper connected, Digitally savvy, Mobile-native
OUR CORE TARGET
THEY ARE OUR SOURCE OF BUSINESS
…with population accounts for 14.4 million.
This target group will help to generate larger life-time
value
They have huge need for using chat app to
communicate with people around them
http://www.pewinternet.org/2015/08/06/teens-
technology-and-friendships/

5. Instead of be everything…
Why not be one thing that matters the
most to them?
F R I E N D S H I P
The enemy of their friendship is the enemy of Mocha

6. To adolescents, friendship is the most
important thing yet the ultimate source
of negative. They seek for a high sense
of belonging to a group of close friends.
THEY ARE GREATLY VULNERABLE TO THE
FEELING OF BEING LEFT-OUT BE THEIR
PEERS.
Attitude in life about FRIENDSHIP
GENZ

7. GENZ| U&A on chat-apps
ATTITUDE
- 58% of teens with smartphone access prefer texting when
communicating with their closest friend
- 50% of them feel more comfortable chatting to friends
than meeting them face-2-face.
- 60% choose chat app as the tool to tighten relationships.
BEHAVIOUR
100% of them chat with friends in GROUP CHAT
72% join group chat conversations on a daily basis

8. CONSUMER | UNMEET NEED
Chatting on messaging app is among the
most predominant ways to strengthen the
bond of friendship.
However…
the situation in which I’m left behind of the
spontaneous and constant flow of
message make me feel self-pity and
unrelated to my friends
ONLINE CHAT | PAIN POINT
Messages keep floating which make it
hard for people to catch up with the
conversation
then…
People feel being left out of the
conversation
The nature of chatting online is
spontaneously and constantly send
message so…

9. INSIGHT
The feeling of being left out
in online conversation damage the
feeling of intimacy in my friendship

10. THE BIG
WHITE SPACE
TO SERVE CONSUMERS
COMPETITORS
NONE OF OUR COMPETITORS SERVE THIS NEED
1. Essential: Group chat,
sticker, voice chat, file share,
video call
2. Add-in:
Recommend friend due to
interest-base
QR code
Game
Recommend friend due to
location-base
Set wallpaper for the chat
interface
1.Essential: Group chat,
Sticker, voice chat, file
share, Video call
2.Add-in:
Gift
Stories
Play instant game
everywhere
Theme and nick name
Resize emoji
Facebook – free (Need not
to log in FB)
Plan and poll

11. A CHIT-CHAT DASHBOARD
PRODUCT CONCEPT
KEY FEATURE
ACHOR | THE IMPORTANT MESSAGE
ARRANGE | THE KEY TOPIC
STORAGE | HISTORY MESSAGE AND FILE

12. PRODUCT VALUE
INSIGHT
BRAND IDEA
Functional benefit: Keep track of the
conversation flow
Emotional benefit: The feeling of
intimacy in friendship
Enhance the frientimacy through
casual conversation
The feeling of being left out in online
conversation damage the feeling of
intimacy in my friendship

13. FOR WHOM:
Young urban, 16-20 y/o, sociable, dynamic,
open-minded
WHAT NEED:
Functional benefit: Keep track of the
conversation flow
Emotional benefit: The feeling of intimacy in
friendship
DIFFERENTIATED BY:
The chit-chat dashboard
REASON TO BELIEVE:
Innovative feature set: Storage – Arrange –
Anchor
BRAND IDEA:
Enhance the frientimacy through casual
conversation
Frientimacy = True intimacy, the feeling of belonging
and relatedness to some one/ a group of some ones

14. ESSENCE
Benefit Discrimi-
nator
R T BPerson
-ality
Enhance the
frientimacy
through casual
conversation
Innovative feature set: Storage –
Arrange – Anchor
The feeling of being left out in online
conversation damage the feeling of intimacy in
my friendship
The chit-chat dashboard
Vietnamese, 16 – 20 yrs
Hyper connected, Digitally savvy, Mobile-native
Nationwide, living in urban or suburban are focused.
Income: BCD
Facebook Messenger
Zalo
Functional benefit: Keep track of the
conversation flow
Emotional benefit: The feeling of intimacy in
friendship
Long-established brand
Upgrading technology
Insight
Competitors Consumer
Root strength

15. BRAND IDEA
COMMUNICATION IDEA
ACTIVATION
PLATFORM
Enhance frientimacy through casual
conversation
Frientimacy
Theo nhịp trò chuyện, kết nối bạn bè

16. PRODUCT CONCEPT
Product concept set
PIN TAB
Manage conversations flow by labels
and enable people to find old
conversations discussed while they
were not online
MOCHA BOX
Store all the pins by day so users can
track back old conversations and
keep the memories
INTERFACE
Clean and organized interface to
make conversations easy to be
discussed and followed up.

17. 4Ps
• Product: Pin tabs to manage
conversation flow; Mocha box to
store pin tabs and keep memories;
clean and organized interface to
make conversations easy to be
discussed and followed up.
• Price: free download
• Place: App stores, CH play
• Promotion: on-ground activities at
high schools and universities to
recruit users; 5Gb 4G usage for 1st
download and double usage when
invite friends to download

18. LAUNCHING CAMPAIGN
OBJECTIVES:
Raise awareness of Mocha app as app for building intimacy in
friendship through managing conversation flow.
Attract 10 million audiences and 5 million active users to try out
Mocha
TARGET:
Vietnamese, 16 – 20 yrs
Hyper connected, Digitally savvy, Mobile-native
Find it hard to manage conversation flow within groups chat,
leading to weakening the bond between friends as they
cannot keep up with what their friends discussed about.
BIG IDEA:
What did you miss today? (Hôm nay bạn lỡ gì?)
EXECUTION KEY HOOKS:
Viral clip: series of 3 funny scenarios of troubles which users face
due to not following up topics in conversation. Then it resulted in
“friends divorce”.
Activation at high schools and universities to introduce the app.
Promotion scheme: 5Gb 4G usage for 1st download and double
usage when invite friends to download
CHALLENGE ON FACEBOOK: TA share clips in facebook with
hashtag #MoChaViettel
SUPPORTING TACTICS
PR articles, KOLs endorsement
MOCHA
VIETTEL
What did you miss today? (Hôm nay bạn lỡ gì?)

19. Thank you!