Grand Test – Tea Assignment

AGENDA1. Background

About the company,

The market and competitor

3. Brand ConceptProduct concept, Brand idea

và Brand Positioning

4. Development6Ps, Brand Communication Big

Idea and Brand Activation

Platform

5. Launching Plan

2. SegmentationConsumer Profiling and

Target Consumer

A large corporation in the field of food

& FMCG in Vietnam, having the

financial advantages and a strong

distribution system, wants to expand

investment in the field of bottled

beverages, namely tea industry instant

drink (ready-to-drink tea)

Vietnam is the world's 7th largest producer of tea, The climate in Vietnam ranges from subtropical in the north, with wet summers and dry winters, like most of Southeast Asia, to a fully tropical climate in the south, but still with the same seasonal precipitation pattern.

For business in the industry, RTD tea continued to record the fastest total volume growth in soft drinks in Vietnam with sales estimated at 11,000 billion (2013). Consumers remained interested in RTD tea, thanks to its refreshing and healthy image. RTD tea sales increased by 34% in total volume sales in 2010. Although this growth was much slower than the review period CAGR due to maturity, it represented a strong performance and the potential for further opportunities.

RTD Tea market is fierce with lost of strong competitor who have a lot of streng from the positioning built from the very far beginning. Especially in RTD Green Tea market with the domination of 3 Big name:- Tân Hiệp Phát with the Zero Degree Green Tea as the leading with 41% market share- URC with C2- Pepsi with Lipton Pure Green and Tea Plus

In RTD Herbal Tea, the market is leading by Dr.Thanh with a strong Message : “Trà thảo mộc Dr.Thanh với 9 loại thảo mộc cung đình, giúp thanh

nhiệt cơ thể không lo bị nóng”, follow by the new player Lincha

Become the top 3 RTD tea brands in Viet Nam within 3 years from the second quarter of 2014

Dr. Thanh Lincha Zero DegreeGreen Tea

C2 Tea Plus

Strengths Accepted taste

Good communication

Precious ingredientsFrom a big name of nutritious product (Vinamilk)

Top of mind Wide distribution

Very good tasteWide distribution

Good tasteNicecommunicationWide Distribution

Positioning\Message

Trà thảo mộc

Dr.Thanh với 9

loại thảo mộc

cung đình, giúp thanh

nhiệt cơ thể không lo bị nóng.

Tăng cường sức

khỏe, sảng khoái

tinh thần

Giải nhiệt cuộc sống

Chỉ một tình yêu,chỉ một C2

Trà Ô long Tea plus, uống cho ngày thêm nhẹ.

Discriminator The first RTD herbal tea of Vietnam

The first in the RTD tea Market

the 360ml bottle and powerful media for quality "made from 100% Thai Nguyen green tea“.

Ô long tea

RTD Herbal Tea RTD Green Tea

The RTD Herbal Tea.The future will be dominated by Healthy Drink

RTD Tea U&A:

- Consume RTD tea not only for thirs-quenching, but

also for

- Frequency: 2-3 times/week

- Consumption: 1 bottle/ time

- Drink after lunch

- Drink with friends when chatting, not when working

- Enjoy the light taste of herbal & believe that it’s

somehow better for their health than other drink (don’t

choose fresh water cause it’s boring and useless for

their health)

- Female officers- Class ABC- Live and work in the urban cities- Success, ambition, self-confident

- The biggest tention is the balance in life.- Like chatting and hearingabout things happen around Them.- Care much about theirappearance-Over-think or dramatize (insecure>sensitive>overthink)

Functional- A rare antioxidant - Flavinoid helps to rejuvenate the body- Enzyme Amylase help the body to digest carbohydrate and resolve the

excess of calories, keep the fit- Cyanidin have the effects against the oxidative damage that can cause

damage to the cells of the body

Emotional - Preserve the female’s confidence of beauty

30 is the milestone of a female in their experience of life. When reach this mark, the women recognize that, they are unique, and loving themselves is the important thing. Especially their appearance, the symbol and natural pride of them.

Healthy and purifier

Calm and Focus

Ready to drink

Easy to drink (good taste)

If compare a woman's life with a broken line, the 30-year-old is certainly a very important point of it. Affter 30 is considered as a period of fullness time of women, when all beautiful qualities are ripely developed.

More than anyone, I absolutely know about this.But, the splendor time is rapidly passing because of the agingprocess. I want an instant and effective solution which I can use daily to keep my beauty with me.

Drink and Food is the opportunity wayFor my solution about keeping my beautiful appearance

Brand Essence

Natural gift to uphold your pure beauty

Category truth

Consumer truth

Product truth

Healthy and purifier

Harness the benefit of Hibicus to keep the women beauty

I want an instant and effective solution which I can use daily to keep my beauty with me.

Natural gift to uphold your pure

beauty

-Fermininity- Beautiful

- Insightful

Hibicus’s

Benefit proved by

Science

- Fomula to

keep the

nutritious

Functional:FlavinoidEnzyme Amylase

Emotional:Preserve the

female’s confidence

of beauty

- - No one just claim this category.

- Indirect opponent from the RTD

drink teawith names

mentioned- above

Office lady, class ABC 30

to 34 (bull eye 30- 31)

Working in a sedentary

environment. As women

with knowledge, self-

interested

- Hibicus tea with the science benefit match consumer need

- Fomula from the expert in category to keep the nutrious and make a good taste

I want an instant and effective solution which I can use daily to keep my beauty with me.

Best Drinks

For beautifulwomen

Solution to keep

the women pure

beauty against

the aging

process

Office lady, class ABC 30

to 34 (bull eye 30- 31)

Working in a

sedentary

environment. As

women with

knowledge, self-

interested

Provide what

NEEDTo

WHOMDifferentiate

by

- Hibicus’s

Benefit proved by

Science

- Fomula to keep

the

nutritious

Reason to believe

Best Drinks

for beautifulwomen

Product

Price

Place

Promotion

Proposition

Packaging

Hibiscus tea with feminine taste from the fomula of expert

High, Premium

Mass distribution with MT and GT Channel (Especially focus on the GT channel with convinience store and street vendor near the office

Launching campaign

360 ml, glass bottlePurity, Femininity and sophistication

Natural

gift to

uphold your pure beauty

Save your timeless pure beauty

Pictures and photos

Make your beauty become eternal

Album

PR , social

Restore the concern about

keeping the female beauty

Give experience toward the

RTD Hibiscus Tea

Amplify the “Timeless pure

beauty” spirit

I save my beauty by my way, what about you?

Save your beauty

Portrait Album Contest

PR, Social Media

SamplingSocial media, Websites

TVC,SEO, SEM

Online Print Influencers

Social media

Viral a portrait of women collected by an artist through images and photos with the caption on each period of

female life (18 to 65).High light the emotion of him\her about the beauty of a

fully appearance on their 30 YO days.End the album by the question for all Vietnamese

Women to keep their beauty

Follow by the sharing campaign in social media (as Facebook and webtretho) as well as some key online and print press

with the same message “save your beauty”.

Brand appears and co-operate with one of the most popular press (as Elle) to organize a competition for the TA.

The competition is a photos contest, with the big content is “The proud pure beauty”. The competitor will send photos or pictures about what they (or their women) proud most from their own body and sharing the tip of what they do with it.

The prize is the key motivation, so we have the week, and many sub-prize beside the final big award.

Brand Ambassador:

- Invite those 2 as the judges for competition ( Linh Nga will be the back-up).- Harness the earned media from them.

Sampling campaign:

- Set up booths near by the office in the city in the begin of the day (7-9 a.m), the rest time (11-14h) and the end (18 -20h), women will give a free sample with a full studying tip winning the week’s prize

- Offer Elle to use the Hibiscus as a gift for their TA.

Make an album about the winner and deal with Elle to publish it to celebrate the “Timeless pure beauty” with the PR campaign to amplify it.