This document outlines a marketing campaign for a new tea ready-to-drink brand targeting young people aged 14-20 in Vietnam. The campaign aims to launch the brand and make it one of the most popular drinks for youngsters. It will focus on Matcha green tea from Japan which is perceived to be of higher quality than traditional Vietnamese teas. The concept is to "Colour Your Drink, Colour Your Life" by mixing Matcha tea with different flavors represented by colors, allowing young people to express themselves and enjoy life freely. The deployment plan includes viral video, social media engagement, sampling at schools and universities, and colorful festival events to spread the brand message and engage young spirits.

1. ASSIGMENT TEA READY-TO-DRINK
PHAN
PHƯỢNG
TƯỜNG

2. AGENDA 4.Strategic
approach
5.Concept
1.Campain
background
3.6Ps
2.Targert
audience
6.
Deloyment
plan

3. Establish the Tea ready-to-drink for youngsters which is in their top
of mind about Tea energy drink.
BUSINESS AMBITION
BUSINESS CHALLENGE
Target Customers are happy with their current tea (Oolong tea,
C2, Lipton pure tea, Kirin,…)
They have no reason to switch and change another new brand.
CAMPAIGN OBJECTIVES
Launching a new Tea ready-to-drink brand for youngsters, which
best suite to them by taste and emotion
Become a one of popular drink for youngsters.
CAMPAIGN
BACKGROUND

4. Vietnam is the world's 7th largest producer of tea, after
Indonesia, producing a quantity roughly comparable to the
amount made by Japan.
BUSINESS BACKGROUND
COMPETITORS
Target Customers are happy with their current tea (Oolong tea,
C2, Lipton pure tea, Kirin,…)
They have no reason to switch and change another new brand.
CAMPAIGN OBJECTIVES
Launching a new Tea ready-to-drink brand for youngsters, which
best suite to them by taste and emotion
Become a one of popular drink for youngsters.
CAMPAIGN
BACKGROUND

5. YOUNGSTERS
14-20 ages
Instant Tea ready-to drink U&A:
- Drink ready-to drink alot
- Frequency: 2-3 booths/day
-Drink when they are thirsty (when the weather is hot and over
action)
- Both prefer using individually or together with friends.
- Enjoy the taste of green tea and add-on some taste which they
prefer such as: milk, mint, chocolate..
-- Afraid of the bitter of tea
- They are feeling tea is just the light taste drink.
Profile:
- Youngsters
- Pupils, student in
school and university
-Live in urban cities
(HCMC, HN…)
Life concerns & habits:
- Widely try the new things
- Friends and idols are the key focus.
- Easy to adapt by the influences.
- They follow the slogan “Yolo-you
only live once” or “Wild-Free-Young”
- This is the time when they really
wanna to BUZZ
“ As a young and modern citizen, confident
and widely to adapt the new thing, more
take the initiative than the older. I drink the
thirsty-free drink not only has a good taste but
also good for my health. So Tea ready-to-
drink to fill my demand, to drink for thirsty in
the hot weather, more than that I can enjoy
the pleasure from sweet taste ( not bitter like
tea tag) and good for health. Easily to
sharing.
Besides that, Youngsters want to spend young
time to draw a colorful pictures, Just in this
time I can do some crazy things.
TARGET
AUDIENCES
The age of “14-20
years old” consists
~25% Viet Nam‟s
population in 2013
 HIGHLY
POTENTIAL

6. MARKET
(Nguồn: vinacorp.vn)
2011 – 2012 is the BUZZ of Tea read-
to-drink market but in 3 first month in
2013 it seems to go down not a litter
bit
 BRAND IN THE MARKET DON‟S
SUPPLY THE RIGHT DEMAND OF
CUSTOMER?
Tea ready-to-drink nowadays is based on Vietnamese tea extract from tea leaf. But really no brand to claim
“Matcha-green tea from Japan” which the tea have a more quality and effective.
In Vietnamese mindset tea leaf is a litter bit old, while they adapt Matcha so fast. We can use this for our brand –
The first Matcha ready-to-drink in Vietnam
Green tea: Lục trà
Matcha: Mạt trà

7. CATEGORY TRUTH CONSUMER TRUTH PRODUCT/ BRAND TRUTH
OVERALL
TRUTH
„Whatever you thirst you can enjoy the
drink. It doesn‟t have a bad effect like
coke, it also good for health”
Convenient
Ready to drink
Easy to drink
Thirsty
Healthy
(light taste, a little bit bitter
with add on sweet)
Functional:
• Acrid – sweet Taste
• Suitable for youngsters
• Healthy
Emotional: Thirsty and sharing
the wow-moment
“ As a young and modern citizen,
confident and widely to adapt the new
thing, more take the initiative than the
older. I drink the thirsty-free drink not
only has a good taste but also good for
my health. So Tea ready-to-drink to fill
my demand, to drink for thirsty in the hot
weather, more than that I can enjoy the
pleasure from sweet taste ( not bitter
like tea tag) and good for health. Easily
to sharing.
Besides that, Youngsters want to spend
young time to draw a colorful pictures,
Just in this time I can do some crazy
things.

8. Coffee’s portfolio
”
FINDING
INSIGHT
I wanna my life is more colorful as possible but many factor hamper: social, parents,
own confident… I would have a own space to express characteristic, have a best
colorful ever. Because just in this time I can have enough power and courageous to
do “some thing likes crazy‟
Drink in the market don‟t fix my demand. Coke ( good
taste-bad health); Green tea (light taste – good health).
I want to have the drink that fix that disadvantages, with
good taste and good for health. Stimulated me to enjoy
life and sharing them to our best friends. I wanna my life
is more fun and colorful

9. BRAND
ESSENCE
Category
Truth
Brand
Truth
Consumer
Truth
Functional: thirst-quenching, healthy
Emotional, Authenticity Lifestyle, Inspiration,
sharing
Key drivers: Inspiration, Taste, Price, Brand
Image
- Matcha ready-to-drink from
Japan.
- A new taste, new experiences.
- Sharing, inspire people about
the Japan’s beauties.
- Value for money
“They want to have a drink not only
reduce thirsty but also healthy and
mordern. This product miss and
suitable my colorful life“
BRAND
IDEATION

10. BRAND
IDEATION
COLOUR YOUR DRINK-
COLOUR YOUR LIFE
BRAND ESSENCE
Root strengths: Đặc điểm của Mạt trà khác Lục trà ở chỗ nó tương
thích với nhiều mùi vị hơn và vị dễ uống hơn, đọng lại ở cuống lưỡi. Trà
xanh đến từ Nhật bản chất lượng cao và hiệu suất tốt.
Competitive enviroment: No one brand is officially claim is category
Target: Youth 15-20
Insight: Drink in the market don‟t fix my demand.
Coke ( good taste-bad health); Green tea (light
taste – good health). I want to have the drink
that fix that disadvantages, with good taste and
good for health. Stimulated me to enjoy life and
sharing them to our best friends”
Reason to belive: Japan quality tea and method.
Benefit: Functional – best taste good health
Emotion: mixing taste to open the colorful life and sharing that
experiences.
Advantages: Have a lot of kind of product with
difference taste ( milk, mint, fruit)

11. Coffee’s portfolio
PRODUCT6Ps
TO-SUM-UP
We mix Matcha and fruit to build our drInk COLOR:
5 main categories:
- Original: Matcha
- Milk : Pastel ( matcha and milk - sweet)
- Mint: Mountain ( matcha and mint – give a higher feeling-cool)
- Fruit: Secert garden ( matcha and fruit – mixing taste – orange, lime,
berry)

12. Coffee’s portfolio
PLACE – PACKAGING - PRICE6Ps
TO-SUM-UP
Color bottle – suitable to youngsters.
Focus on mass distribution in both
modern & traditional channel (
Supermarket, Convenience store ,
Circle K , Shop and Go , Market,
small stores,…)
.
PLACE
Expecting price: 12k/botlle
PRICE

13. CONCEPT
COLOR MY DRINK
COLOR MY LIFE
Life is more & more hectic.
BUT “Không có gì phải xoắn” –” Yolo”
We give you space to draw your dream, your life and
your love with more colorful. Wild – Free – Young let
through out your truth person and let it free.
CONCEPT

14. Awareness
WHAT IS COLOR YOU
WANNA BE?
MIX COLOR
Viral clip Social network
Online and offline PR,
OOH, print ad
Sampling, Social PR,
event, PR
Key
message
Key
hook
Key
Channels
COLOR MY DRINK – COLOR MY LIFE
Engage
LET‟S SPREAD COLOR
Offline activities
TV, Social PR, digital
Amplify
Raise awareness of
COLOR tea with great
taste and effect for
youngsters
Give experiences
toward COLOR tea
taste
Objective
Multiply the effect of
integrated advertising
activities + leverage the
brand
DELOYMENT
PLAN

15. Build the viral clip with difference characteristic
WHAT IS YOUR
COLOR?
Grey: nerd, always study, study.
Excellent student
Action, and wild people
What color you choose?
Mỗi tính cách là một màu sắc khác nhau, mặc dù bạn đang sống như 1
mọt sách nhưng thật sự màu sắc bạn mong muốn sở hữu là gì?

16. Give experiences toward COLOR tea
taste
WHAT COLOR
YOU WANNA
HAVE?
Fanpage
facebook
with app
mixing color
- Sharing color moment ( take picture
contest )
- App mixing what color you like, what
color define you
- -> experience to give a experiences of
Color Tea
Sampling testing in school and university

17. LET SPEAD
COLOR
LET‟S SPREAD COLOR
With COLOR tea
COLORFUL FESTIVAL TO ENGAGE YOUNG SPIRIT
LET GO WITH SLOGAN
YOUNG. WILD. FREE
Free tea for you and for young ages
Good taste Good health Good life