GRAND TEST

ZENTEA LAUNCHING PLANLê Hoàng Thạch

1.Background2.Brand Idea3.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)

Key learning: The RTD tea market now is dominated by lemon-green tea brands. However, herbal RTD tea brands are growing.

Vietnam is a traditional tea-drinking country. RTD tea provides a convenient, cooling and thirst-quenching format.

RTD tea will remain the most sought for its health benefits. From the rising health and wellness trend, more consumers choose naturally healthy thirst-quenching options like RTD tea.

Key learning: The RTD tea market is very potential in Vietnam and the trend of healthy lifestyle are rising.

Analyzing BackgroundObjectives: Establish an RTD herbal tea product, which

can satisfy both functional and emotional needs of customers

Become the leading brands of RTD herbal tea and convince consumer from lemon-green tea to healthy herbal tea

MAJOR RTD HERBAL TEA BRAND

Benefit Reduce the inner heat.Increase health and refresh mind

Strengths

- Strong communication campaign- Good taste

- Impressive ingredient (Linchi mushroom)- Strong company (Vinamilk)

Weakness

Too sweet easily to be linked to “bad for health” in customer mind.

Linchi is thought to be a medicine, used when it hot not relevant to RTD category truth. Key learning: Current brands do not

completely satisfy customer needs of a RTD herbal tea drink.

Brand Idea

WHAT THEY DO? They are always busy: many business trips, stay up late, stress, sitting hours on computers… If they have free time, they will go to the spa or gymnasium (but it is very rarely).

WHY THEY DO? Those women are in the first steps of their career path so that they must use most of their time on working. However, they always want to be beautiful outside (by make up) and inside (by spa, diet and gymnasium).

INSIGHT: “I am young. I want to have a successful career. I also want to be beautiful and healthy. However, I already voluntarily dedicate all my time to my career so that I can not diet or go to the spa, the gymnasium to take care of myself. I want a more simple method to be beautiful and healthy”

- Female, ABC, 22 - 30 (Bull-eyes: 25-27)- Live in urban zones, working in offices, do care about their health and their beauty.- In first steps of their career path so that they must pay more time on working, less time for

themselves.

UNDERSTANDING CONSUMER

Brand IdeaTHE PROBLEMS AND

SOLUTIONS

Morning: On the way to work, they must face with polluted air, that can decrease their health, especially the lung.

Afternoon: After a long day working, they can be stressful, that can cause bad issues for the heart.

Evening: To much workload can make them to be difficult to sleep.

White Tea can increase health and prevent lung diseases.

Black tea have chemistries that can reduce the stress status of people and make people look younger.

Lotus center can make people more easy to sleep and truly relax. It also improve the health of the skin.

PROBLEMS SCIENTIFIC SOLUTIONS

Source: Journal of Psychopharmacology

Brand IdeaTHE TRIANGLE

CONSUMER

truth

PRODUCT

Truth

CATEGORYtruth

Simple method to be healthy and beautiful.

Use herbal benefits to solve daily health problems

Naturally good for health

Create inside-

out beauty

Brand Positioning

Product3 kinds of

products for 3 problems of daily life.

Lightly sweet.

PackageYellow: ready

morning, Blue: relaxed

afternoon. Purple:

Peaceful evening.

Proposition

Simple method to

be beautiful inside-out.

PriceAverage

PlaceMT

PromotionSpecial price if

buy three product at the

same time

Brand Positioning

A convenient drink as a

simple method to be beautiful

inside-out.

Female, ABC, 22 - 30 (Bull-eyes: 25-27)Working in offices, care about their health and their beauty.- They must pay time on working, less time for themselves.

Different products for

different moments of

consuming in daily routine.

Provide whatNEED

ToWHOM

Differentiateby

Scientific benefits of

different herbals to improve

health.

Reason to believe

Create inside-out beauty

- Caring- Relaxed- Easy-going

Scientific benefits of different herbals to improve health.

Functional: Lightly sweet RTD tea with different herbals for different mordern health issues Emotional: A simple method to make myself more beautiful

Different products for different moments of consuming in daily

routine.

“I am young. I want to have a successful career. I also want to be beautiful and healthy. However, I already voluntarily dedicate all my time to my career so that I can not diet or go to the spa, the gymnasium to take care of myself. I want a more simple method to be beautiful and healthy”

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

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

Tea plus

- Female, ABC, 22 - 30 (Bull-eyes: 25-27)- Working in offices, care about their health and their beauty.- They must pay time on working, less time for themselves.

Consumers perceive

Communication Big Idea

Give your beauty a break! Inspire the customer to spend a short but

effective time to take care of their health and beauty!

Activation Platform

Beauty care The most important thing that can attract young women!

Media Touch Points

Who – Women, aged 22 - 30What – Interactive social contentWhen & where – Every time, every whereWhy – They need/ want to update information constantlyHow – smart device, smart phone

Our customer are young and career-oriented so that they are ready for new technology, especially smartphones. They also love to look for beauty tips video clip.We choose Mobile and Youtube as our campaign touch point.

Strategy

Little things make sense!

Simple method to be beautiful inside-out.

Enhance the beauty

Strategy: Motivate the young women to take a short but effective time to increase their health and beauty.

Launching Objective Raise awareness of

the Brand Drive trial and then

motivate purchasing

Concept

Give your beauty a break! Give yourself a break.

Dedicate that break to your inside-out beauty.Everyday, every time, little but effective, with herbal tea.

CONCEPT Give your beauty a break

Phase Awareness Engagement Amplification

Key message Little things make sense Simple method to be beautiful inside-out. Enhance the beauty.

Key hook Viral beauty tips clip on Youtube channel. Spa sampling tour Beauty issues on women

magazines

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 simple method to be healthy and beautiful

A RTD tea with herbal ingredients that can solve daily health problem.

Deployment PlanCustomer need Brand role

Consumer need Brand Role

Deployment PlanPhase 1 – Viral Clip:

Create a Youtube channel named Little things make sense to share beauty and healthy tips, which don’t need much time to do.

Little things make sense.

Consumer need Brand Role

Deployment PlanPhase 2 – Sampling tour on spa centers.

Phase 3 – Women magazines

Sampling the three kinds of products on spa center.

Share the tips to enhance the beauty on women magazines

Consumer need Brand Role

Deployment Plan

Phase 3 –”Funny Teen” TV show