GRAND TEST ASSIGNMENT

HUỲNH PHONG

AGENDA1. Project Background

About the company and Objectives

4. Brand IdeationBrand positioning and Brandkey model

5. Development6Ps, Brand Communication Big Idea and Brand Activation Platform

6. Brand Launching PlanLauching product in 6 Core City

AGENDA

2. Situation AnalysisAbout competitor

and consumer

2. Consumer JourneySegmentation

And Finding insight journey

CAMPAIGN BACKGROUNDVietnam 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.

Business AmbitionA large corporation in the field of food & FMCG in Vietnam, with the financial advantages and a strong distribution system, wants to expand investment in the field of beverage bottling industry in particular RTD tea line (ready-to-drink tea) with the ambition to  be in top 3 of the market share.

Business Challenges

The market is tight with a fierce fighting of 3 major brand: Trà xanh Không Độ (Tân Hiệp Phát), C2 (URC) và Lipton Pure Green (Pepsi), besides the participation of many others such as: Real-leaf, Tea Plus…

Market Analyzing

 Trà Xanh Không Độ was born in early 2006 and quickly dominated the market by means of marketing mix

C2 wins with the 360ml bottle and powerful media for quality "made   from 100% Thai Nguyen green tea“. Later, C2 is also very strong support from the media campaign and the distribution system.

Lipton Pure Green are positioned as premium beverage line and attract the attention of the difference. Confirmed Lipton Pure Green "product made   from 100% non leaf tea makes fresh bold flavor.

=> Be the largest or second largest, the other rankings then no more considered as a market advantage over many competitors.

Consumer Analyzing Due to the increasing awareness of health problems and customer’s attempts to cut down their sugar and calorie intake,RTD green tea is winning the trust of local consumers

RTD Tea is considered as a beverage

RTD Tea is chosen because of its taste.

The user of RTD tea is almost the youth

Target consumer: - Children of parent in ABC, 6 – 16 years old

(Bull-eyes: 12-13)- Lives in urban zones, they are student and in

their way to complete themselves.Target customer- Parent in ABC- Their Parent are care for them but don’t have enough of time

Reason to choose:More than 30% of the population is children.

Their parent are care much for them and very ready to spend anything for them.

This segmentation is not yet claim. 

Category truth Tea also prevents anorexia, good for digestion, helping them to heat the body. Flueride matter content in 

tea is quite high, with children taking the proper dosage, to encourage the habit of using tea mouthwash, be sure not only bone, but also helps to prevent tooth decay effects. In addition, the use of green tea so special cup, the tea is still hot drop in some ice to precipitate member tannic acid and water used to wash or bath tea will make your skin brighter, smoother.

Product truth Innovation product with right dose by the technology Innovation proposition

WHAT THEY DO?The parent are care so much about their children. They spend their money no matter what to see their children grow strong. Every thing is seem good for their child wlll be try. But, instead of choose a good beverage for their child, they try co prevent them or just give up and let them do what they want.

WHY THEY DO? Their feel that they responsibility with their child but they don’t have enough of time as well as understand them

Consumer truth

INSIGHT: “"I always want my kid enjoy the best in live as I believe that it my job to give him/her the best choice. However, there are so many different things between us making controversy. I want a drink to satisfy my child in the way to make a bond of sentiment with him.

Brand essenceThe bond as

friend between

parent and child from the

love tea

Brand Positioning Statement

The beverage with good taste and nutritious

Children of parent in ABC, 6 – 16 years old (Bull-eyes: 12-13)

Lives in urban zones, they are student and in their way to complete themselve

Provide whatNEED

ToWHOM

Differentiateby

Innovative technology to

maximize effect for child health

Reason to believe

A tea only for child to make the bond with their parent.

Caring Activities

Brand Activation Platform

CONCEPT Bottle of my beloved mom – Chai nước của mẹ

Phase Awareness Engagement Amplification

Key message Parent are caring their child in a Wrong way .

Small understanding care make compassion. Spread the “compassion” spirit.

Key hook Social conversation Digital Apps for parent to watch for their kid “ Family Compassion” Day

Channels TV show, Facebook, Radio, PR Sampling, PR, viral clip, TVC Event, PR

Consumer need Brand Role

a drink to satisfy my child in the way to make a bond of sentiment with

him A Drink of understanding care

Deployment Plan

Objective:- Build Brand Awareness as the best choice for the kid beverage- Convince the kid to try

Phase 1 Hook: Awareness: Social Conservation

Bring a paper to convince the child to share about their

feeling of parent about their hobby (insert their drink’s

hobby in). Then rise a conversation on forum such

as webtretho to make controversy. .

Phase 2: Engagement: Small understanding care make compassion.

Launch the “Compassion” microsite, in which parent can fullfill their child weigh\heigh to check their heath,

and therir children behavious to check their personality.

Key Element:1. sampling2. Uniform

3. Isolated place4. In-store merchandising: shelf taker\

wobblers(Only for supermarket)

MT Channel(Mall, supermarket):- Build Brand image- Drive trial and

Sales

GT Channel(Market ):- Drive trial and

sales

- HCM – Hà Nội – Cần Thơ – Nha Trang – Đà Nẵng – Hải Phòng

Key Partner:- School- METRO

- Coop Mart- Big C

Key Time:- The School time from

Phase 3: Spread the “compassion” spirit

Establish event which people can take their kids to it. In the event, we set up activities for play and give them the drink.