1. 1st GRAND PRESENTATION
GROUP 2
TRUNG HIẾU - HOÀNG LÂN – PHƯỢNG TƯỜNG – PHÚ CƯỜNG– NGỌC TRÂM

2. AGENDA
1. PROJECT BACKGROUND
2. FINDING INSIGHTS
2.1 Research brief
2.2 Research tasks/what to do
2.3 Potential insights
2.4 Recommended/selected insight with the rationale why
3. BRAND IDEATION
3.1 Review & Analysis (competition review, category/product truth, brand truth)
3.2 Proposed insight
3.3 Brand Positioning Statement
3.4 Brand Key
4. COMMUNICATIONS BIG IDEA

3. PROJECT BACKGROUND
ABC company is a young company with strong financial status. They decide to invest &
penetrate to the coffee market for domestic consumer. In case of you are a Brand
Manager of ABC company , ABC require that you have to develop a coffee brand for
Vietnamese youth.
TARGET CUSTOMER :
- Youth , 15 – 30 years old.
- Living in urban at HCMC & HN
- Drinking coffee at least 3 times/week

4. FINDING INSIGHT
THE NEEDS & CONSUMPTION HABITS
OF THE YOUTH TO COFFEE IN HCMC & HN
RESEARCH BRIEF
Brief number: RB – 01-2013
Date: December 27th 2013
Client Group: No Name company
Client Contact: Level 10 AB Towel, Nguyen Hue Boulevard, District 1, HCMC
Description
Referent brands
This research is used to explore & measure the needs and consumption habits of the
youth (15-30 years old) to coffee who live in urban areas of the 2 biggest cities in Vietnam:
Ho Chi Minh City & Hanoi.
Local: Highlands, Trung Nguyen, Phuc Long, Vinacafe.
International: Starbucks, The Coffee Beans & Tea Leaf, Gloria Jeans, Nestcafe
Market
Consumer segment
The market of 4 main types of coffee: Coffee pack, Instant Coffee, Coffee-to-go & Coffee
shop.
Market location: Ho Chi Minh City & Hanoi.
Divided into 3 segments:
a. 15 – 18: high-school students
b. 19 – 22: under-graduated students
c. 23 – 30: white collar (young officers, young businessmen,…) – Client’s recommendation
Live in urban areas in HCMC and Hanoi, both male & female.
Drink coffee at least 3 times/ week.
Background
ABC company is a young company with strong financial status. We decide to invest & penetrate to the coffee market. Our target consumer is the youth, from 22-30 years old, who lives
in the urban areas of key cities (HCMC & Hanoi).
Our vision is to create a coffee brand that gain love from target consumers (can be smaller or niche if research agency give reasonable & convincing recommendations) – and our
strategic business model is at least ¾ types of coffee business models (Coffee pack, instant coffee, coffee-to-go and coffee shop). We are seeking for a conceptual product that meets at
least ¾ above coffee business models.
The coffee we offer is authentic and high-quality, but not excellent.

5. THE NEEDS & CONSUMPTION HABITS
OF THE YOUTH TO COFFEE IN HCMC & HN
Project Objective
Prepare to launch coffee brand for consumer specially from 22-30. We have some recommendation to research to:
- Identify the potentiality of coffee market (with domestic consumption, market trends and growth, key impact, functional benefit, general emotional benefit native of coffee
competitors in target consumer’s mind,…)  give recommendations/ opportunities directions
- Identify the Customer’s behavior and attitude (daily concerns, trend, love, attracted, tension, dream, brand coffee all of Vietnamese youth care) to have an overall
understanding of them.
- Identify the potentiality of coffee market to the competitors (analyze key relevant competitors’ business, vision,… to have an overall view of the coffee market)
- Find out why they love brand faithfully or why they easy to switch to other brand ( for example between 2 brand similar why they choose this brand why they don’t
choose the other. )
- Define the suitable Coffee concept for target customers.
Action Standard
Presentation/ reporting requirements
- At least 100 sample for Quantitative research
An Executive Summary that covers each of the objectives and contain summary
- Focus Group ( 4 brands, at least 3 people/brand – 5 unbranded customer )
conclusions shall be included in the final report. Reports are to be written in plain
- At least 3 recommended insights.
English with one hard-copy and one soft-copy.
- Dig in at least 1 most potential insight to develop 1 brand concept
A presentation of the findings is also required.
Respondent Requirement
(1) Not work in marketing/ research/ communication field
(2) Not work in any coffee business
(3) Active respondents: Easy to share, to discuss.
(4) Meet the requirement of target consumers.
Timing
From December 22th 2013 to December 27th 2013 (5 days).
Brief Acceptance
Stimulus materials

6. FINDING INSIGHT
RESEARCH METHODS OVERVIEW
RESEARCH REPORT
DESK RESEARCH
- The potentiality of the
domestic coffee market in VN
- The potential customer
segmentation in VN for our
product – define & describe
QUALITATIVE RESEARCH
(Focus Group)
- Include 2 main group:
Branded consumer (5
respondents) and Unbranded
consumer (3 respondents for
each group of brand: Phuc
Long, Highlands, Coffee Bean
& Tea leaf, Gloria Jeans)
- Define the concern, the
behavior & attitude of TC
- Find out the gap between
loyal and non-loyal, what can
make them become loyal
 INSIGHT
QUANTITATIVE RESEARCH
(Survey)
- Confirm percentage of the
groups of target customer to
segment.
- Check the representative of
the key finding, how it relevant
to the crowd of TC

7. FINDING INSIGHT
DESK RESEARCH REPORT
OVERALL MARKET
Potential Market – Market Growth
1. OUTSIDE ENTERTAINMENT OF VIETNAMESE FROM 20 – 29 YO, 2012 (SOURCE: FTA)
 DRINKING COFFEE RANK 2ND
2. FORCAST COFFEE PROFIT FROM 2008 - 2016
 Market of coffee domestic consumption
is still growing and potential.
 WE ARE FULL OF FAVORABLE
CONDITIONS FOR THE CHANCE TO
JOIN THE DOMESTIC COFFEE MARKET
IN VIETNAM.
 PROFIT KEEPS GROWING SO FAST

8. OVERALL MARKET
Potential Market - Market Share
FINDING INSIGHT
DESK RESEARCH REPORT
COFFEE MARKET SHARE IN VIETNAM
Roasting coffee
Instant coffee
INSTANT COFFEE MARKET SHARE
IN VIETNAM 2012
Trung Nguyen
Vinacafe
Nestle
Other
2%
33%
25%
38%
67%
35%
Source: BRANDSVietnam
Roasting coffee has more space than orther. Instant coffee market in VN is strong then tough.
 As a small & fresh coffee business, shouldn’t jump into INSTANT MARKET.
THE BIGGER PART IS ROAST AND GRIND COFFEE WITH LOTS OF POTENTIALITY, EVEN FOR THE FRESH ONE IF WE CAN
FILL THE GAP.

9. FINDING INSIGHT
OVERALL MARKET
Potential Target Consumer Suggestion
DESK RESEARCH REPORT
1.
The age of “22 – 30 years old” consists
~20% Viet Nam’s population in 2013
HIGHLY
RECOMMEND
THE TARGET
FROM 22-30
YEARS OLD
BECAUSE:
 HIGHLY
2.
POTENTIAL
The number 1 concern of TC are job &
career
 MATCH BOLD WITH COFFEE
FUNCTIONAL BENEFIT
3.
( TC want to focus on their works to get
promotion & higher salary)
(Source: FTA, N=600)
22 – 30 TC can manage their life and they
can manage their finance , they do not
depend on family finance
 THEY ARE DIRECT
CONSUMER WHO DECIDE
TO BUY

10. FINDING INSIGHT
DESK RESEARCH REPORT
OVERALL MARKET
Potential Target Consumer – About
CAREER OF VIETNAMESE FROM 20-29 YO, IN KEY CITIES
 MOST OF THEM ARE STAFF IN THE OFFICE, OR OWN SMALL
BUSINESSES
PROFILE OF VIETNAMESE
FROM 20-29 YO
BETWEEN HCMC & HN

11. OVERALL MARKET
Potential Target Consumer - About
FINDING INSIGHT
DESK RESEARCH REPORT
Journey:
Unsatisfied  Imagine  Dream  Expectation  Tension
Vietnam
Youth’s
Tension
Always move forward
Missing specially moments because
youth living so fast , they try to
moving forward but sometimes, they
regret about things they have not
done . They wish they had slower to
enjoy the special moments
Be themselves, be unique
Youth caring too much about “the
others think” ( what should they
do, why they should do,…) : May be in
the next 20 years , they realize they
are not relevant with the persons they
used to care too much about their
thinking so much
Feel lost
So nervous: The same as a
song lyric“ All of things I
nervous are things seldom
happen”
Youngster and their interest
Youth interest : Travel, taking photos , Bet Coffee / Chatting Lemon
tea, sharing points of view on social media,…
http://m.tapchi.guu.vn/10-ly-do-tai-sao-khong-ai-biet-minh-dang-lam-gi-o-do-tuoi-2x-18pUdOPD9O4su.html
http://doisong.vnexpress.net/tin-tuc/gioi-tinh/nhung-dieu-tre-khong-lam-gia-hoi-tiec-2927420.html
http://news.zing.vn/Nhung-so-thich-thu-vi-cua-gioi-tre-hien-dai-post263944.html
http://yume.vn/news/doi-song/gioi-tre-hien-dai-ho-thich-gi.35A97154.html
http://gomtin.com/news/nhipsongtre/2013/12/zone-9-dong-cua-giai-ma-dam-me-cua-gioi-tre/

12. FOCUS GROUP
Target Groups Portfolio
FINDING INSIGHT
QUALITY RESEARCH REPORT
By the behavior of consuming coffee, we divided target customers into 2 main groups:
CONSUMERS STICK TO ONE BRAND
CONSUMERS STICK TO NO BRAND
Profile
Life style & habit
Profile
- Urban Youth, 22-30 years old
- Class ABC
- White collar
- Live in HCMC, HN
- Only loyal to a single coffee
brand
-
- Urban Youth, 22-30 years
old
- Class ABC
- White collar
- Live in HCMC, HN
- Have no loyalty to any
coffee brand
Life concern
- Concerns about the work and
goals in work.
- Looking for a good life, stable
family & ideal job with high salary.
- Love studying & experience more
to prove themselves and get more
of life.
- They care about belonging to a
group in their life
-
-
Take care of their own
image
They wanna be
independent and stand
out.
Appreciate brand quality
and reliability.
Trends in selected popular
brands and are willing to
pay high for brand
reputation.
Role of Coffee to them
- Consume Coffee for
working.
- Express their class and their
personal style.
Life concern
- They’re looking for
enjoyment and experience in
life
- Worry about new
career, they don’t know how
to get more experience to
get more of life.
- They care about belonging
to a group in their life
Life style & habit
- Love enjoying life and
experience the new things
- They decide their consumption
by value not image.
- Spend most of their time to
relax after work: filmwatching, listen to music, social
activities...
Role of Coffee to
them
- Coffee generate an enviroment
to communicate, to satisfy their
social needs.
- Coffee brings them creativity.
- Sanity & the stimulus to
complete their work.

13. FINDING INSIGHT
QUALITY RESEARCH REPORT
FOCUS GROUP
Key Observation
Key observation
- TC biggest & prior concern is about job/ career (second is love/ family,…)
- TC are easily impacted by other ones, but they don’t want this. They want to be different, to maintain their own identity.
- Coffee make them feel perky to focus on their works.
- TC link coffee to maximize effectiveness of their MIND, by giving them sanity & stimulus
- Drinking delicious coffee in a nice space makes them feel relaxing.
- Cost is the most impact on the reason they choose a coffee brand. Next impact is quality, location, fast service.
- They don’t need people call them “Coffee expert”, via drinking coffee, they’d love to express themselves by their own
style, own gouté,… more than their coffee knowledge.
- To TC, coffee means START, RELAX, SANITY, STIMULUS, HABIT, ADDICTED, LIFE STYLE, CONNECT, CONVERSATION,…
- When they get stuck in the busy work , they are “straighten out” and looking for the way to help them step out of this stuck
for their own zone. However, they cannot release it because they have to move forward to be a better one.
Key finding
1. TC biggest & prior concern is about job/ career (second is love/ family,…)
2. TC are easily impacted by other ones, but they don’t want this. They want to be different, to maintain their
own identity.
3. TC think drinking coffee is to maximize effectiveness of their MIND, by giving them sanity & stimulus.
4. When they get stuck in the busy work , they are “straighten out” and looking for the way to help them step
out of this stuck for their own zone. However, it raise a tension and they cannot release it because they have
to move forward to be a better one.

14. TARGET CUSTOMER
SEGMENTATION
Coffee Brand Choice Ratio, VN - 2013
High percentage
 More chance to
impact because they
don’t have a loyal
brand.
Existed brand did not
satisfy enough their
need
18.00%
82.00%
Reason to choose unbranded customers
- Large , they don’t have any loyal brand and we
can impact them base on their need and insight
- When people have a brand they like, they have
slow motivate to switch.
- In the future, we can switch them into branded
customers (by loving our brand, or by when they
go mature (over 30) they have a habit to stick to
the brand they love – switching brand is low.
Small and it’s pretty hard to impact their choice
– because they already like a brand, that fix
their expectation
Low percentage, and KEY PLAYERS COMPETE
 not potential
Branded customer
Un-Branded customer
- Find the gap and fill the gap will convince them: This coffee
brand must stand for youth’s career, reasonable price, doesn’t
consume time to buy or to make.
- They still not have the bold same beat with any coffee brand.
- They still not get the relevant with the others coffee brand
*Self-survey, N = 175, 22-30 years old, HCMC

15. FINDING INSIGHT
POTENTIAL INSIGHTS
“Pressure is always there!”. Youngster realize that
and they know, for sure, that pressure is good for
their own development, that can force them to
move forward and bring them closer to success.
However, when they have to face pressure in reality
(work, life…), they become tired and just want to
release it. Tension raised!
“I want to be relaxed but still stimulated to
live with the TENSION OF ALWAYS MOVING
FORWARD, because tension makes me to
be a greater me.”
FACT
Good career is the root for satisfying life
There
are
so
many
advises
and
recommendations on one’s career path.
Seniors tell you this, Media tells you
that, Friends show you whole different ways.
You become confused and lost in the
world of “should or shouldn’t”
I want something to motivate me doing
what I believe is best suitable for me
Best way to achieve one’s career peak is by
standing out from the “same same” zone.
Showing
your
differentiation
in
a
extraordinarily positive manner is the key.
I want something that can
stimulate me to work effectively
and creatively

16. FINDING INSIGHT
RECOMMENDED INSIGHTS
What is tension?
What is the attitude & behavior of TC to tension?
What they say
Pressure
Anxiety
Stress
Why they say
“Despite knowing “pressure makes diamond”
but when facing so many pressure/ anxiety/
stress that drive me crazy, I just want to
release it.”
Pressure is what they easily feel and
suffer, what goodness it brings about is
somewhere far to be found. Then they don’t
like pressure/ anxiety/ stress.
Tension
What they do
You
A greater
you
Why they do
But they accept pressure/ anxiety/ stress
unwillingly & keep moving.
Because they have no choice else to
reach their dream - to be a greater
them.

17. FINDING INSIGHT
RECOMMENDED INSIGHTS
CONSUMER TRUTH
They don’t like the tension, but they still accept it
because they have no choice else.
INCONVENIENT TRUTH
Love tension because tension makes you to be
a greater you.
PRODUCT TRUTH
Sedate but stimulate people’s mind.
INSIGHT
“I want to be relaxed but still stimulated to live with the
TENSION OF ALWAYS MOVING FORWARD, because tension
makes me to be a greater me.”

18. FINDING INSIGHT
Is It Strong Insight?
Deep emotional driver
Fundamental truth
Sedate but stimulate people’s mind.
Tension is “must have”
factor, instead of suffering, turning
it into a positive part of your life
“I want to be relaxed but still stimulated to live with
the TENSION OF ALWAYS MOVING FORWARD, because
tension makes me to be a greater me.”
Category specific
Authentic inspiration
Personal
Match with different situations of
many individuals

19. BRAND IDEATION
COMPETITION REVIEW
Authentic haritage of Coffee
The Finest Coffees & Teas
in The World
International
Authentic coffee expert
Enjoying business sphere
in your own ways
Creativity
Inspiration for
Businesses
The Third Place of Top
International Lifestyle
Feel like home
Great Passion, Best
Quality

20. BRAND IDEATION
BRAND ESSENCE
Category
Functional: Focus, Release, Stimulate
Emotional: Masculinity, Authenticity
Lifestyle, Inspiration
Key drivers:
Authenticity, Inspiration, Space, Price, Brand
Image
Truth
BRAND
ESSENCE
“They don’t like the tension, but
they still accept it because they
have no choice else.”
 Inconvenient truth: Love
tension because tension makes
you to be a greater you.
Consumer
Truth
Brand
Truth
- Authentic coffee
- Inspire people to think/feel
positively about pressure
- Value for money

21. BRAND IDEATION
BRAND POSITIONING STATEMENT
those from 22-30, lives in urban area, who are 1st jobbers or
on the way to make the names for themselves
X-press Coffee brand of Authentic coffee
is the…
authentically sedates and then stimulates you to work, to
move you forward to become the better you
• Authentic coffee that brings about authentic effects
(sedate and stimulate)
• We deeply understand what is the youth’s tension
through a process off research and double-check

22. BRAND IDEATION
BRAND KEY

23. BRAND IDEATION
COMMUNICATION IDEA
Youth’s Best friend is Tension