2. 1. Background
2. Understanding consumer
3. Brand Positioning
4. Communication Big Idea
5. Activation Platform
6. Objective
7. Touch points
8. Strategy
9. Concept
10.Deployment Plan
AGENDA
3. 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.
4. 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.
5. Brand Positioning
Product
Lemon
flavored
green tea,
with colorful
fruit jelly
floating inside
Package
Bright color,
funnily
designed to
express the
funny spirit.
Proposition
Funny
enjoyment
for teen by
tasty and
interesting
product.
Price
Average,
affordable to teen
Place
MT and school
canteens
Promotion
6. 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 what
NEED
To
WHOM
Differentiate
by
Innovative
combination of
two favorite
things of teen:
drinking tasty
lemon green tea
and eating
colorful fruit jelly.
Reason
to believe
7. Enjoy your
teen time with
fun!
- Funny
- Energetic
- Easy-going
- Young style designed of
package.
- 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
8. 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!
10. Media Touch Points
Who – Youngsters aged 15 – 17 YO
What – Interactive social content
When & where – Every time, every where
Why – They need/ want to update information constantly
How – 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.
11. 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
12. 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!
13. 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 Plan
Customer need Brand role
14. Consumer need Brand Role
Deployment Plan
Phase 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
15. Consumer need Brand Role
Deployment Plan
Phase 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.
16. 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.
