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This document outlines a marketing plan for a new herbal ready-to-drink tea brand targeting young urban consumers aged 18-25. It includes segmentation of the RTD tea market, identifying herbal tea as having growth potential with fewer competitors. The brand positioning is "Old Tea for Young Life" to provide the calmness of traditional herbal tea to address busy lifestyles. The communication plan centers around the theme "Live Calm, Live Young" through a sampling tour, viral video, and digital advertising to drive trial and raise brand awareness among students.
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- 4. Ready to drink tea market is segmented to 2 key sub categories: Green tea & Herbal tea GREEN TEA is a TOUGH market for new players with STRONG COMPETITORS like: Kh担ng 畛, C2, Real leaf, Tea Plus, Lipton pure green. HERBAL TEA is a NEW market with FEWER COMPETITORS like Dr. Thanh, Lincha. Takes 20% market share & grows potentially.
- 5. FOR A NEW BRANDED PLAYERHERBAL TEAwill be THE BEST FIRST STEP for us to PENETRATE the market.
- 7. More than just a Thirsty-quenching drink, RTD Tea also tell the LIFESTYLE story. ATEGORY TRUTH Cinnamon honey taste which is good for brain & call for the calmness RODUCT TRUTH
- 8. What they say? Herbal RTD tea seems like its for sick people, its too old for Youth Why they say? Tea represent the calmness which usually is the image of Old. What they do? Mostly drink Carbonated Soft Drink (CSD) Why they do? CSD have a bright & fast image, which is well -matched with Youth. Target consumer: - 18 25 y.o - ABC Urban - Drink RTD tea at least 3 times/week. - Have a busy life - have the urge to live fast everyday. ONSUMER TRUTH
- 9. Brand Truth Category truth Consumer truth Cinnamon honey taste which is good for brain & call for the calmness LIFESTYLE I wish for a healthy drink represent my Youth I know herbal RTD drink is good for health but its too old for my age. BRANDS CONSUMER INSIGHT NSIGHT
- 10. 3. BRAND IDEA & POSITIONING
- 11. OLD TEA FOR YOUNG LIFE (V畛 TR X働A CHO NG働畛I TR畉) Now a day, Youth means to live young, & live fast. With the pace of life, Youth rarely have time to enjoy a moment of the calmness, like in the old time. With the cinnamon honey tea good for brain & call for the calmness, we provide you the old calm taste for your young life. Youth means to live fast with the calmness. AND IDEA
- 12. Provide what need To whom Different by Reason to believe Provide cinnamon honey tea GOOD FOR BRAIN & CALL FOR THE CALMNESS Heavy RTD tea drinkers aged 18- 25, located in big cities, ABC, have to live fast everyday Good for brain & call for the calmness function. The Vietnamese old image The authentic source of herbal and technology that can call for the calmness. SITIONING
- 13. What special about our product? - The taste suitable for youth. - Old wise saying printed on the bottle.
- 15. Brand Communication idea LIVE CALM. LIVE YOUNG. The visualized, heartwarming message Reminding the importance of calmness in this fast life. Youth means to live fast with the calmness. MMUNICATION IDEA The moment of Youth life that need calmness. Objective Raise awareness of the Brand - Drive trial, purchase ACTIVATION PLATFORM
- 16. Students Typical sufferers of the problem were tackling Big RTD tea consuming community KEY TARGET TASTE THE CALMNESSCAMPAIGN BIG IDEA
- 18. Youth life is too fast & they need a moment of calmness to move on Call for the calmness experience Insight Brand Role Lets be calm to move on Tast the calmness Message Concept Simply drinking our tea can calm you down to move forward Experience the calmness Calmly moving forward Key Message MV - TVC The Sampling tour Taste the calm The 2Dep! care issueKey Hook TVC Viral MV 2畉p featured storyboard Advertorials, SEO, Facebook ad Corporate PR Application Advertorials, SEO, facebook ads Corporate PR The 2Dep! care issue Advertorials, SEO, facebook ads Corporate PR Key Channels Consumer Journey Awareness Engagement Advocacy