1. GRAND TEST
HUỲNH PHONG

2. AGENDA 1. Project Background
About the company and
Objectives
4. Brand Ideation
Brand positioning and
Brandkey model
5. Development
6Ps, Brand Communication Big
Idea and Brand Activation
Platform
6. Brand Launching Plan
Lauching product in 6 Core
City
2. Situation Analysis
About competitor
and consumer
2. Consumer Journey
Segmentation
And Finding insight journey

3. 
Vietnam is the world's 7th largest producer of tea, The climate in Vietnam ranges from subtropical in
the north, with wet summers and dry winters, like most of Southeast Asia, to a fully tropical climate in
the south, but still with the same seasonal precipitation pattern.
For business in the industry, RTD tea continued to record the fastest total volume growth in soft drinks
in Vietnam with sales estimated at 11,000 billion (2013). Consumers remained interested in RTD tea
thanks to its refreshing and healthy image. RTD tea sales increased by 34% in total volume sales in
2010. Although this growth was much slower than the review period CAGR due to maturity, it
represented a strong performance and the potential for further opportunities.

A large corporation in the field of food & FMCG in Vietnam, with the financial advantages and a strong
distribution system, wants to expand investment in the field of beverage bottling industry in particular
RTD tea line (ready-to-drink tea) with the ambition to be in top 3 of the market share.

The market is tight with a fierce fighting of 3 major brand: Trà xanh Không Độ (Tân Hiệp Phát), C2
(URC) và Lipton Pure Green (Pepsi), besides the participation of many others such as: Real-leaf, Tea
Plus…

4.  Market Analyzing
 Trà Xanh Không Độ was born in early 2006 and
quickly dominated the market by means of
marketing mix
 C2 wins with the 360ml bottle and powerful
media for quality "made ​​from 100% Thai
Nguyen green tea“. Later, C2 is also very strong
support from the media campaign and the
distribution system.
 Lipton Pure Green are positioned as premium
beverage line and attract the attention of the
difference. Confirmed Lipton Pure Green
"product made ​​from 100% non leaf tea makes
fresh bold flavor.
=> Be the largest or second largest, the other
rankings then no more considered as a market
advantage over many competitors.

5.  Consumer Analyzing
 Due to the increasing awareness of health problems and
customer’s attempts to cut down their sugar and calorie intake,
RTD green tea is winning the trust of local consumers
 RTD Tea is considered as a beverage
 RTD Tea is chosen because of its taste.
 The user of RTD tea is almost the youth

6. Target consumer:
- Children of parent in ABC, 6 – 16 years old
(Bull-eyes: 12-13)
- Lives in urban zones, they are student and in
their way to complete themselves.
Target customer
- Parent in ABC
- Their Parent are care for them but don’t have
enough of time
Reason to choose:
More than 30% of the population is children.
Their parent are care much for them and very ready to
spend anything for them.
This segmentation is not yet claim.

7.  Category truth
 Tea also prevents anorexia, good for digestion, helping them to heat the body. Flueride matter content in
tea is quite high, with children taking the proper dosage, to encourage the habit of using tea
mouthwash, be sure not only bone, but also helps to prevent tooth decay effects. In addition, the use of
green tea so special cup, the tea is still hot drop in some ice to precipitate member tannic acid and water
used to wash or bath tea will make your skin brighter, smoother.
 Product truth
 Innovation product with right dose by the technology
 Innovation proposition

8.  WHAT THEY DO?
The parent are care so much about their children. They spend
their money no matter what to see their children grow strong.
Every thing is seem good for their child wlll be try. But, instead of
choose a good beverage for their child, they try co prevent them
or just give up and let them do what they want.
 WHY THEY DO?
Their feel that they responsibility with their child but they don’t
have enough of time as well as understand them
 Consumer truth
 INSIGHT:
“"I always want my kid enjoy the best in live as I believe that it my
job to give him/her the best choice. However, there are so many
different things between us making controversy. I want a drink to
satisfy my child in the way to make a bond of sentiment with him.

9.  Brand essence
The bond as
friend
between
parent and
child from the
love tea
Brand Positioning Statement
The beverage
with good taste
and nutritious
Children of parent in
ABC, 6 – 16 years old
(Bull-eyes: 12-13)
Lives in urban
zones, they are student
and in their way to
complete themselve
Provide what
NEED
To
WHOM
Differentiate
by
Innovative
technology to
maximize effect
for child health
Reason
to believe
A tea only for
child to make
the bond with
their parent.
Caring Activities
Brand Activation Platform

10. CONCEPT Bottle of my beloved mom – Chai nước của mẹ
Phase Awareness Engagement Amplification
Key message
Parent are caring their child in a
Wrong way .
Small understanding care make
compassion.
Spread the “compassion” spirit.
Key hook Social conversation
Digital Apps for parent to watch
for their kid
“ Family Compassion” Day
Channels TV show, Facebook, Radio, PR Sampling, PR, viral clip, TVC Event, PR
Consumer need Brand Role
a drink to satisfy my child in the way to
make a bond of sentiment with him
A Drink of understanding care
 Deployment Plan
Objective:
- Build Brand Awareness as the best choice for the kid beverage
- Convince the kid to try

11.  Phase 1 Hook: Awareness: Social Conservation
Bring a paper to convince the
child to share about their
feeling of parent about their
hobby (insert their drink’s
hobby in). Then rise a
conversation on forum such as
webtretho to make
controversy. .

12.  Phase 2: Engagement: Small understanding care make compassion.
Launch the “Compassion”
microsite, in which parent can
fullfill their child weighheigh to
check their heath, and therir
children behavious to check
their personality.

13. Key Element:
1. sampling
2. Uniform
3. Isolated place
4. In-store merchandising: shelf takerwobblers
(Only for supermarket)
MT Channel
(Mall, supermarket):
- Build Brand image
- Drive trial and
Sales
GT Channel
(Market ):
- Drive trial and sales
- HCM – Hà Nội – Cần Thơ – Nha Trang – Đà
Nẵng – Hải Phòng
Key Partner:
- School
- METRO
- Coop Mart
- Big C
Key Time:
- The School time from

14.  Phase 3: Spread the “compassion” spirit
Establish event which people
can take their kids to it. In the
event, we set up activities for
play and give them the drink.