Launching PlanAroma Group

BackgroundVietnam 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 ObjectiveWe 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

Analyzing

69.2% people drink coffee in the morning72% people drink coffee because of its pleasant smellHome consumption is a trend nowWakeUp 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

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

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.”

Brand Positioning StatementFor 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 whatNEED

ToWHOM

Differentiateby

Innovative technology to maximize the coffee aroma, amplify by the

innovative packaging.

Reason to believe

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

• 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!

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

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

Who – Youngsters aged 22 – 27 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone

Communication touch pointWe choose mobile as our campaign touch point. Supported by SEO and social media.

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.

• 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.

Concept

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

ChannelsMobile 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.

Impact of Bad Moo

d

• 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.

Conclusio

n

• 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

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 frequentlyReason 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.

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.

SEOReason 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 moodReason 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.

• 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

Key Element:1. Dry sampling2. Wet sampling

3. Uniform4. Isolated place

5. In-store merchandising: shelf taker\wobblers

(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

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

KPIs – Phase 1Channels Cost (USD) KPI

TV Show 650,000 89% 1+ Reach60% 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 Interaction100k fan, 5k talking about

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 50,000Reach 90% people at the booth

Purchase 60% after tryingQuota 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 event10k 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.