GRAND TEST

NEW TEA PRODUCT IDEALê Hoàng Thạch

1. Background2. Understanding consumer3. Brand Positioning4. Communication Big Idea5. Activation Platform6. Objective7. Touch points8. Strategy9. Concept10.Deployment Plan

AGENDA

Analyzing Background

O độ (44.2%) and C2 (15.8%) are dominating the market. Lipton Pure tea, Oolong tea plus and Real-leaf are being developed.

Lemon Green Tea is the most faavorite taste (FTA Research)

Mass, Thirsty and Cool down are the keyword of main brand in the market.

Key learning: The market now is dominated by lemon-green tea brand. If want to join the market, the product must be modified more specially to customer. Keywords: Lemon, Thirsty and Consumer.

Understanding Customer

WHAT THEY DO? They often look for enjoyable and funny things.

WHY THEY DO? In this period of life, they still don’t have to care about life problems. Therefore, they prefer the things that make them enjoy and have fun.

INSIGHT: “I am young, I still have not to care about life yet. Therefore, everything in my life must be funny and enjoyable.”

- Male and Female, ABC, 15-20 (Bull-eyes: 15-17)- Live in urban zones, still study in high schools- Don’t have to care about life problems yet.

Brand Positioning

ProductLemon flavored

green tea, with colorful

fruit jelly floating inside

PackageBright color,

funnily designed to express the funny spirit.

Proposition

Funny enjoyment for teen by tasty and

interesting product.

PriceAverage,

affordable to teen

PlaceMT and school

canteens

Promotion

Brand Positioning

A satisfied taste drink, which gives teen a funny way to

enjoy (colorful jelly to eat while

drinking)

- 15-20 YO (Bull-eyes: 15-17), ABC- Live in urban zones, still study in high schools- Looking for the enjoyable and funny things.

Young style design of

packaging and full of colorful

fruit jelly inside.

Provide whatNEED

ToWHOM

Differentiateby

Innovative combination of two favorite

things of teen: drinking tasty

lemon green tea and eating

colorful fruit jelly.

Reason to believe

Enjoy your teen time with fun!

- Funny- Energetic- Easy-going

- Young style designed ofpackage. - Combination of teen favorite: lemon flavored green tea and tasty jelly

Functional: Satisfied taste drink, combined with tasty jelly,

Emotional: A drink to express teen spirit

Young style design of packaging

and innovative way of enjoying: drink tea and eat jelly

“I am young, I still have not to care about life yet. Therefore, everything in my life must be funny and enjoyable.”

Fierce from strong brands:-O độ - Tan Hiep Phat,

-C2 - URC, -Lipton Pure Tea, Real-leaf,

Tea plus

-Male and Female, ABC, 15-20 (Bull-eyes: 15-17)-Live in urban zones, still study in high schools-Don’t have to care about life problems yet.

Consumers perceive

Communication Big Idea

Let enjoy your teen times with fun! Inspire the customer with the enjoyable funny

spirit. It’s fun! Even in the way of drinking!

Activation Platform

Music The thing that can inspire the funny teen spirit in the most effective

way!

Media Touch Points

Who – Youngsters aged 15 – 17 YOWhat – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone

Our customer are young and ready for new technology, especially smartphones. Moreover, they love to watch funny clip online.We choose Mobile and Youtube as our campaign touch point.

Strategy

Teen is fun. It must be expressed in everything you do!

Experience the new funny way to enjoy a drink.

Spread the “funny” spirit

Strategy: Motivate the teen spirit with funny ways of drinking (drink tasty tea and eat fruit jelly at the same time).

Launching Objective Raise awareness of

the Brand Drive trial and then

motivate purchasing

Concept

It’s more fun with Colorful Jelly! Be a teen is funny!

Drinking a tasty product is also funny!But it’s more fun when drinking tasty tea and eating colorful jelly, AT THE SAME TIME!

CONCEPT It’s more fun with colorful jelly!

Phase Awareness Engagement Amplification

Key message Teen is fun. It must be expressed in everything you do!

Experience the new funny way to enjoy a drink. Spread the funny spirit.

Key hook “It’s more fun when you’re a teen” viral music and poster!

“It’s more fun” music festivals and sampling tour through the high schools

“Funny Teen” TV show

Channels Mobile ads, Facebook ads, Advertorial and Youtube

Sampling, Events, Advertorial, Mobile ads, Youtube ads.

TV show, Mobile ads, Facebook apps, Advertorial, SEO, Youtube

Consumer need Brand Role

A funny thing to enjoy their teen time – the period without worry.

A RTD tea with funny way of enjoying: tasty lemon tea and colorful jelly.

Deployment PlanCustomer need Brand role

Consumer need Brand Role

Deployment PlanPhase 1 – Viral Clip:

Compose a song named “It’s more fun when you’re a teen” with interesting dance move. Viral it through Youtube.Inspired by influencer to make them use that songs as ringtones.Design viral poster with text: “[Actions / Things]. It’s more fun when you’re a teen”, in which the actions will be demonstrated in an interesting way.

PET. It’s more fun when you are

A TEEN

Consumer need Brand Role

Deployment PlanPhase 2 – “It’s more fun” music festivals

High schools will submit their flashmob dance to the dance move of It’s more fun video to Brand’s Youtube channels.

The videos (about 5) get most favorite will be the places to hold the music festivals.

Consumer need Brand Role

Deployment Plan

Phase 3 –”Funny Teen” TV show

A show that collect funny moments captured in videos, sent by consumers. Feature 1 time / week.

The show will be featured on TV and Youtube.