EVASOY-VINAMILK

1•GENERAL ABOUT SOY MILK.

2•EVASOY INTRODUCTION

3•PROJECT LAUNCHING

GENERAL ABOUT SOY MILK MARKET

0 1 2 3 4

2004

2005

2006

2007

2008

2009

SOY MILK CONSUMTION RATE

SOY MILK CONSUMTIONRATE

Annual growth rate achieved 24,2% each year.

GENERAL ABOUT SOY MILK MARKET

• Vietnam was among top 4 countries over the world that had the highest rate of soy milk consumption (with over 500 millions litters).

(Source:“Statistic of Compass Packaging in 2012”)

GENERAL ABOUT SOY MILK MARKET

Sales

Home-cooked soy milk

Soy milk packed products

Statistic of Compass Packaging in 2012.

EVASOY-VINAMILK

BRANDKEY

EVASOY-VINAMILKROOT

• Top company in the milk industry in Vietnam.

• 38 years of experience within the milk industry.

• 9 years received “High qualities Vietnamese goods” certificate.

• Apply high technologies and new machines in milk production.

VINAMILK PORTFOLIOS IN SOYMILK

VFRESH

• Good for heart.

GOLDSOY

• From natural soybeans, not apply any changed gene method.

• Help to strengthen bones.

EVASOY-VINAMILKCOMPETITIVE ENVIRONMENT

• Direct competitor: Other companies which have soya milk products.

EVASOY-VINAMILKCOMPETITIVE ENVIRONMENT

• Indirect competitor-beauty care beverages:

Juice & Fruit Smoothie.

Collagen products

Cosmestic

EVASOY-VINAMILKTARGET CONSUMERS

• Female, age from 18-25.

• Living Standards Measure: LSM 5+, 4 key cities.

• Personality:

Take real care to beauty care and healthy care.

Willing to take any methods that are good for their beauty and health.

EVASOY-VINAMILK

HUMAN TRUTH

What comes from 100%

nature is always the best and

effective.

I don’t like soy milk packed product because of its unnatural flavour.Home cooked soy milk is better and more

safety.

EVASOY-VINAMILKBRAND PURPOSE

“A gift from nature that helps women to

take care of their beauty and health from

inside.”

EVASOY-VINAMILKPRODUCT TRUTH

• Isoflavones + BBIC + Collagen: Maintain a youthful beauty, anti skin-aging.

• Vitamin E, C: Help to get a smooth, firm skin and protect your skin from any UV-generated free radicals.

• Keep body fit with diet sugar.

• Easy to drink with 4 flavours: kiwi, cherry, blueberries, grapes.

EVASOY-VINAMILK

FUNCTIONAL BENEFITS

• Help to maintain a youthful looking, anti skin-aging.

• Quell dryness by helping skin retain its natural moisturizers.

• Feels like a burst of freshness on skin.

EVASOY-VINAMILKEMOTIONAL BENEFITS

Allow ladies to enjoy fully beautiful things in

their lives.

EVASOY-VINAMILKBRAND DISCRIMINATOR

• A combination of Collagen and soya helps to:

Anti skin-aging.

Make skin smooth.

Keep body fit with diet sugar.

EVASOY-VINAMILKBRAND PERSONALITY

NaturalYouthfulElegantFresh

EVASOY-VINAMILKAMBITION

Empowering ladies to enjoy fully best things in their life by owning a good health and a youthful, natural

beauty.

EVASOY-VINAMILK

PROJECT

EVASOY-VINAMILK

BRAND’S JTBD

• Raise awareness of Evasoyamong young women whose age from 18-25 year old.

• Create an understanding of Evasoy among 80% of young women by the end of the campaign.

• Increase the market share from to 10%.

PROJECT’S JTBD

• Get ladies (18-25 years old) who want to own a youthful and natural beauty.

• To try new Evasoy-Vinamilk.

• By offering them a simple yet effective beauty treatment comes from natural ingredients of soy milk, vitamins, and collagen, which makes their skin soft and smooth.

EVASOY-VINAMILKIssues

Home cooked soy

milk is surely the best and more safety. I know soy milk

is good but I don’t know

exactly what benefits soya

milk can bring to me.

I don’t like soy milk flavour. Without sugar,

soy milk is hard to drink. But with sugar added in,

it’s not good for my health.

I know soy milk is good but I don’t know exactly what benefits soy milk can bring to

me.

EVASOY-VINAMILKOpportunities

• The market of soy milk packed products have not been exploited completely.

• Young adults do not drink soy milk.

• Most young women always expect to own a natural beauty without harm to their health.

EVASOY-VINAMILK

INSIGHT PROJECT

• Being beautiful is not enough.• A beauty that can captures every eyes

must be a fresh and youthful beauty. • And vitality of the youth is reflected

only through a firm, smooth skin and a good health.

EVASOY-VINAMILK

CONCEPT

EVASOY-VINAMILK

BIG IDEA- MESSAGE

Big idea: “Magic of soybeans.”(Ma lưc cua nhưng hat đâu nành)

Message:

“A wonderful life from magical soybeans.”(Cuộc sống tuyệt vời từ nhưng hat đâu nành nhiệm màu)

EVASOY-VINAMILK

CAMPAIGN

EVASOY-VINAMILKTRIGGER ENGAGE AMPLIFY

PURPOSES Raise awareness of Evasoy among

young women whose age from 18-25 year old.

Get women (18-25 years old) to try new

Evasoy-Vinamilk.

Get women (18-25 years old) to like and use

Evasoy product regularly.

ACTIVATIONS Air the advertisement of

Evasoy.

Show a short series film named “The

magical turning-point of Cam”.

But Dau land festival .

MEDIA CHANNELS

TVSocial Media

Website

WebsiteSocial Media

EventPR

EVASOY-VINAMILKTRIGGER (TVC)

Tam is a beautiful nice girl who lives with a step mother and a step sister named Cam. Everybody loves Tam but hates her sister. Cam feels jealous and tells her mother to force Tam to sell soy milk at the market to raise the family. While making soy milk, she rolls soybeans and a goddess named But Dau. The goddess teaches her how to become a beautiful girl. Gradually, Tam owns a fresh, youthful beauty that everyone admires.

Accidentally, she was caught in a photo by a customer. The photo is soon spread widely on social website and Tam becomes famous with title “The hot girl sells soya milk”. A very rich handsome young man named Hoang Tu comes to see her because of curiosity. They fells in love with each other at first sight and get married a short time later.

EVASOY-VINAMILKENGAGE

• Show a short series film named “The magical turning-point of Cam” on website and social website.

• Schedule showing time: 15 minutes/section. 2 sections/week.

EVASOY-VINAMILKENGAGE (MAIN IDEA)

After Tam gets married, Cam is forced to sell soy milk to earn money for living. While making soy milk,

she rolls soybeans strongly. A goddess named But Dau appears and teaches her how to become a

beautiful, nice girl that every one likes like Tam.

Gradually, Cam becomes a very lovely, nice girl that everybody around likes. She comes to apology Tam

for her mistakes in the past, and two sisters becomes close to each other. Then she is invited to act in a

movie named “The magic land of soy seeds”. After that, she is famous and becomes a super star. Now,

she is admired every where she goes.

• A question for audiences at the end of every section.

• To answer question, audiences come to Evasoy’s website.

• Answer from each section are clues for the main message of Evasoy, which will be showed at the final section

EVASOY-VINAMILK

ENGAGE

EVASOY-VINAMILKAMPLIFY

• Collect 6 lids of Evasoy’s cans will get a free t icket to But Dau land’s festival.

• Audiences who get right answers are free to enter But Dau land and receive rewards during But Dau land festival.

EVASOY-VINAMILKAMPLIFY

• Activities: Receive free skin advisory and skin treatments.Practice exercises to keep body f it.Eat delicious food made from soya, soya milk.Buy beautiful clothes, hand-made accessories.…Special: The magic soybeans house.