1. GRAND TEST
ZENTEA LAUNCHING PLAN
Lê Hoàng Thạch

2. 1. Background
2. Brand Idea
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)
 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.

4. Analyzing Background
Objectives:
 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.

5. 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

6. Brand Idea
THE 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

7. Brand Idea
THE TRIANGLE
CONSUMER
truth
PRODUCT
Truth
CATEGORY
truth
Simple method to be healthy and
beautiful.
Use herbal benefits to solve
daily health problems
Naturally good for health
Create
inside-out
beauty

8. Brand Positioning
Product
3 kinds of
products for
3 problems
of daily life.
Lightly
sweet.
Package
Yellow: ready
morning,
Blue: relaxed
afternoon.
Purple:
Peaceful
evening.
Proposition
Simple
method to
be beautiful
inside-out.
Price
Average
Place
MT
Promotion
Special price if
buy three
product at the
same time

9. 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 what
NEED
To
WHOM
Differentiate
by
Scientific benefits
of different
herbals to
improve health.
Reason
to believe

10. 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

11. 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!

12. Activation Platform
Beauty care
The most important thing that can attract young women!

13. Media Touch Points
Who – Women, aged 22 - 30
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 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.

14. 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

15. 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.

16. 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 Plan
Customer need Brand role

17. Consumer need Brand Role
Deployment Plan
Phase 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.

18. Consumer need Brand Role
Deployment Plan
Phase 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

19. Consumer need Brand Role
Deployment Plan
Phase 3 –”Funny Teen” TV show