Young marketers elite grand test

Grand Test – TEA assignment

AGENDA

Background Analysis

Brand Ideation

Launching Campaign

Rollout

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2

4

Background Analysis

Inspiring, promising line of product

with FIERCE competition

Vietnam is the home of tea. Vietnam has been a traditional tea-drinking

country, with many people drinking tea regularly and the best ranked resources. Yet the advantages of Vietnamese tea is

not properly exploited. RTD tea is expected to grow with constant off-

trade value CAGR of 9% over the forecast period. RTD tea will remain the most sought-after type of soft drinks for its health benefits, benefiting from the rising health and wellness trend in the

country. More consumers will be attracted to naturally healthy thirst-

quenching options like RTD tea, instead of other choices like carbonates.

Vietnamese tea overview

Inspiring, promising line of product …

RTD tea remained the most consumed type of soft drinks in

Vietnam. RTD tea attracts consumers for its naturally

healthy image. Thus, RTD tea provides a convenient, cooling and thirst-quenching format that most people can enjoy,

which is more suitable for the hot weather compared to hot

tea. Many RTD tea players also focus on its health benefits in

their advertisement and promotion campaigns,

continuously putting RTD tea on top of consumer choices for

a soft drink.

NGK market – Tea segment overview

Tan Hiep Phat Group remained the leading player in RTD tea with 41% off-trade value share. The company has a few highly successful brands, such as Zero Degree Green Tea and

Dr Thanh. Tan Hiep Phat was one of the first to launch RTD green tea

and RTD herbal tea in Vietnam, both accompanied by very strong marketing and advertising

campaigns to raise awareness of the brands and their health benefits. As such, it gained share quickly during

the review period. In fact, the booming growth of RTD tea during that period was attributed partially

to Tan Hiep Phat’s efforts.

…with FIERCE competition

Market growth

Market share

Generating Brand Idea through Consumer insight, Category Truth and Product Truth

Brand Ideation

CATEGORY truth Purifier, healthy, stability

TARGET customer Male and female (mostly female) aged 27-35, ABC, mostly in big cities

Appreciate culture and deep perception

SEGMEN-TATION

First experiementer

First soldier Real soldier Social Climber

OUTLOOK Attraction

Fear/weakness

Being out-of-date

EXPLORATION Try and error

Fear/weakness Being narrow

minded

PERFORMANCE Progressive

Fear/weakness

Being left-behind

BALANCE Successful

Fear/weakness

Being unbalanced

18-22 22-25 26-29 30-35

Their interests shifted towards family Most of their time is spent on WORK, FAMILY, their own at the lowest

Their objectives starts with WE not I Less time is spent on personal care, but they appreciate valued premium

products

They get swallowed by the social race, withour realizing they are losing balance – their deepest fear –

between WE and I. Their own selves are not treasured enough anymore, yet at this stage of life, they deserve indulgence and calm.

CONSUMER truth

I get carried away by my ambition that I tend to lose my balance. BUT I got used to the speed and can not slow down. I wish there was a mean to

calm me down to treasure myself.

Instictive benetifit of white tea to create mental stability PRODUCT

Truth

Only white tea has the biggest amount of catechin, the atioxidant

that create mental stability, reducing cholesterol, anti-aging.

CONSUMER truth

PRODUCT Truth

CATEGORY truth

I wish there was a mean to calm me down to treasure myself.

Instictive benetifit of white tea to create mental stability

Natural Stabilizer

Treasure you with stability

BRAND IDEA

Packaging

Product

Price

Proposition

Place

People

Dominant color is light green and white. Premium

with 2 lines: glass and plastic

Bottled White tea with falavoured

variants

High, premium

Mental stabilizer that treasure your mind and body

Showroom, supermarket,

minimart, instore

Calm, friendly, progressive

staff

TREASURE tea

BRAND Positioning statement

Provide what need

To whom Different by Reason to

Believe

Calmness to treasure oneself

Male and female (mostly

female) aged 27-35, ABC,

mostly in big cities

Being the first bottled white tea on the market,

attacking the self-

indulgence need

Oringinal white tea

with instictive effect of mental

stabilizer

Communication Big idea

KEEP CALM and

LOVE YOURSELF

SELF INDULGENCE

Launching Campaign

Rollout

CAMPAIGN Background

TREASURE is a newcomer in bottled tea market with a unique selling proposition and product.

(white tea with oringinal taste) Current market it overwhelmed by many brands

that mostly focus on young people.

Campaign Objective

Business objective Introduce TREASURE to the market,

Drive trial and purchase

Communication objective Deliver TREASURE’s unique product and the inspiring proposition

TARGET audience Male and female (mostly female) aged 27-35, ABC, mostly in big cities

Unbalancing life, not caring for themselves enough

insight

Communication Big idea

I consider sacrificing my self indulgence to take care

of my work and family an obvious responsibility. Yet I feel

self-pity and appreciate people who care for me.

LOVE YOURSELF

FIRST Big idea

I consider sacrificing my

self indulgence to take care of my work and

family an obvious

responsibility. Yet I feel self-

pity and appreciate

people who care for me.

TREASURE you with balance, for

you to love yourself

Trigger women’s awareness of their

sacrifice by a social debate of

women’s responsibility

Let them experience being taken care of by TREASURE and their inspiring

effect

Celebrate the amazing effect of

TREASURE by WOMEN

TREASURE concert

Insight Storyline

Brand Role

Stragegic approach

Trigger women’s self-pity Let them experience being taken care of by TREASURE

Amplify the meaningful accomplishment of TREASURE

Women has sacrificed too much for work and family, it’s time for them to be treasured

Let’s calm down and treasure yourself with TREASURE

Let’s celebrate the meaningful effect of TREASURE

Social debate WHITE BREAK SAMPLING TOUR WHITE TREASURE CONCERT

Objective

Key message

Key hook

Advertorials, editorials Viral clip

Social stunt Press conference

Sampling tour Influencer sharing

Advertorial, Editorials TVC

SEO, SEM

Event Promotion

Influencer sharing Advertorial, Editorials

SEO, SEM

Social tactics

Get to know Engage Get to love

MEDIA TOUCHPOINTS

Analyse to choose

channels to approach

KEY MEDIA CHANNELS

Online Print Influencers

Social Media

PHASE 1

Did you forget to treasure yourself?

A letter of an anonymous girl

feeling pity being a woman - addressing women

in her house as obvious maids. Stating universal facts

that women don’t have enough time to take care of

themselves.

Influencers to jump in share their own experience being a

woman in demanding modern

life. A woman can’t help but fight for her ambition and lose time to take care

of herself.

Stunt Peak

Storyline

TREASURE jumps in through a press conference

introducing our product and sampling tour that is about to

give women a break with its unique functionality, and spend time to treasure

herself

Solve

Modern life has rewarded us with more opportunities, yet challenge us to balance

between our ambition and the instinctive vulnerability of women.

They say we are born to be loved, but we work 9 to 5 as much as any man, and still have to clean the house, to cook… We can feel our skin getting dry, our face getting

more and more creases

I pity myself being a woman.

Social stunt with pitiful letter

They say I am blessed being a tycoon’s wife. Yet I have to sacrifice my time

proving that I deserve that blessing. I gradually skip

my exercises, my spa days, my going out with friends. I do feel a bit of pity as the

letter stated.

I get tired trying to be a perfect wife. I want to dance, to live my days as youthful as

they was. I wish to be taken care of.

Being a strong woman has taken away from me the

right to be vulnerable, to be taken care of…

Influencers sharing

Press Conference

Venue: Ly’s club/ White Palace / It happens to be a closet / Anamandara Dalat Participants: Treasure representatives, Linh Nga, Ngo Thanh Van, Tang Thanh Ha, media Concept: tea party for women to treasure themselves Content: product introducing, sampling tour launching, concert introducing

PHASE 2

Treasure yourself with our WHITE tea

Storyline

A rich banner on media channels. Interactions are rewarded with indulgence

Wet sampling at supermarkets, malls, offices and minimarts in

special white tea party booth

Influencers’ sharing about good taste and meaningful proposition.

Digital sampling

Traditional sampling Virality

Corporate PR: white tea story, special processing technology to preserve

CLICK

IF YOU

LOVE YOU

Rich banner

Do you want a real TREASURE white cup?

Click THE BOTTLE

Our booth is a tea party where women calm down, enjoy good white tea

and indulge themselves

Sampling booth

Social seeding

I’ve just had good

white tea at

WHITE BREAK

Just had white tea,

feel so calm

I feel loved sharing

with women friends

at WHITE booth

PHASE 3

Let’s celebrate our indulgence

Storyline

Promotion runs as the campaign begins to give ticket

to the special WHITE CONCERT to celebrate the

indulgence of women. Teasing about the event as the

sampling tour goes

Special concert celebrating women’ s self indulgence with special performance of female

celebrities

Amplify the amazing concert dedicated for women.

Pre In Post

Find ticket to WHITE concert under our caps

Promotion

• Amazing performances of our

ambassadors

• Special white tea party

• Spa experts sharing white tea

tips

A day for women to feel loved

Event highlights