2. AGENDA
Brand Launching Plan
Lauching product in Ho Chi
Minh and Ha No
Brand Idea
Brand positioning and
Brandkey model
Development
Brand Communication Big Idea
and Brand Activation Platform
Background Information
Category truth, Brand truth
and Consumer truth
Project Background
About the company and
Competitors
3. About the company
STRONG
Financial capability
Network of distribution
Source of high-quality coffee in Central Highlands of Vietnam
Technology
Local experienced people of coffee making
TARGET
Heavy instant coffee users, aged from 20 to 35, in urban cities, office-working, for their
at office & home consumption
OBJECTIVE
To become the top 3 instant coffee brands in Vietnam within 3 years from the first
launch in the second quarter of 2014
G7 28%
Nescafe 35%
COMPETITOR
Vinacafe 32%
4. About the competitors
Brand
TARGET
CUSTOMER
NEED
REASON TO
BELIEVE
UNIQUENESS
Nescafe
- Male & female, ABC
- Age 20-35 (bulleye 2325)
- Live in urban zones,
mostly do paper work in
offices
Cafe Viet
- Male, A- B C
- Age 25-45 (bulleye: 25-27)
- Live in urban, do the “bluecollar” jobs and highly
appreciate the masculinity
Vinacafe
Wake-Up
G7
- Male & Female, ABC
- Age: 25-40 (Bulleye: 30-32)
- Experienced in mind, have
the knowledge about coffee
- Male & Female, A- B C
- Age: 25-35 (bulleye: 27-29)
- Live in the South and Middle
area
- Male & Female, AB
- Age: 25-45 (bulleye:28-35)
- Work at office (desk job),
need inspiration in the middle
of the day or late night
A coffee for the morning, with
a strong impact, helped
everyone to start a new day
energetically
Awake and leverage mental
power, full power and taste of
coffee but with convenience
A coffee with strong taste, which A coffee with the purely
A coffee as a motivation to
they consider as the symbol of natural taste of coffee for
start working
masculinity
enjoyment
- Backed by Nestle
- Made from 100%
authentic Vietnamese
coffee
-Claim the phrase
“Creativity” first
- Strong recipe by experts from
all around the world who have - Heritage brand
- Backed by Vinacafe
researched
and
understood - Authentic taste from the pure - Good smell for the wake-up
deeply about Vietnamese coffee coffee
impact
culture
- Very strong taste
- The purely natural taste
(coffee that 100% made from
coffee) and strong brand
heritage
- Only for the morning
moment
- Aimed at rural area
- The coffee beans from the
most famous coffee zones
- The Orient recipe and
modern technology
- Win blind test in taste
- The story of coffee capital
and Vietnam’s pride & dream
- The origins from the capital
of coffee
5. About the competitors
Strengthen the Business
Creativity and Thoughts
Brand
PACKAGING
PRICING
PLACE, BRAND
ACTIVATION
PLATFORM &
PROMOTION
Provide the Vietnam’s
authentic heritage coffee
Nescafe & Café Viet
Immediately wake up impact
for new day with good taste
Inspire the creativity for
every working moment
Vinacafe & Wake-up
Inspire the masculinity
G7
The products are all in pack, diversified in taste (black coffee, 3 in 1).
Packaging utilizes the color: black, red or gold. The amount is nearly the same.
The pricing strategy is the same, except “Wake-up” has cheaper price and G7 has some premium hi-class lines.
Nescafe has joined the story of “Office
Conversation” to talk with office workers
Recently, it switched to “Ca phe Viet” – true
understanding of the farmers of Vietnam
Not clear platform but spend much effort for
communications.
Wake-up coffee has communicated to audience
through mass media and take advantages of
distribution channel The platform is not well
established yet since it is new but the activities
have been done much.
Vinacafe has clear platform of true coffee and
traditional value heritage but not spend much on
communication.
Utilize the story of Dang Le Nguyen Vu and his
statements, the story of Vietnam’s pride to build
parents brand (Trung Nguyen); utilize the chain
shop for extending distribution.
The platform is Creativity and the activities are
all around making Vietnamese become more
creative.
6. About the competitors
KEY LEARNING POINT
• Market is huge and greatly potential. The top 3 are
dominating the market and owning 3 different stories of
coffee: creativity, masculinity, heritage.
NESCAFE
Create a new story to be different
• The coffee is now easily attached to masculinity image
Something neutral may work for both genders is a good
choice.
• All three are now having tendency to back to the basic and
claiming the strength of having Vietnamese coffee heritage
we can choose to be
distinctive.
young
or urban lifestyle to be
Mainstream brand
International brand
Reasonable price
Low price
VINACAFE
Vietnamese brand
High quality
Reasonable price
G7
International brand
Creativity
Young spirit
Lots of ads
Varied portfolio
High quality
Famous brand
High price
9. Background Information
CATEGORY TRUTH
CONSUMER TRUTH
72% consumer drink coffee
because of its smell
69.2% consumer drink
coffee in the morning
PRODUCT TRUTH
60% population of VN is
the target customer
Target customer:
- Male and Female, ABC, 20-27 (Bull-eyes: 23-25)
- Lives in urban zones, work in office or study in universities. They are on the final
years of studying or beginning of working. They haven’t had family yet, so that they
don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially
in the morning
10. Background Information
CATEGORY TRUTH
CONSUMER TRUTH
What they do? ---- It takes them at least 5 to 10
minutes to be real awaken after
1st wake-up. They always say "Just 5 minutes
more..." and be awake hours later.
PRODUCT TRUTH
Why they do? --- Because sleeping thing is the most
addictive one in the world,
they feel so pleasant, so comfortable with it and
they frustrate with waking up
without any motives, anything for me to be eager
for.
Insight: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every
morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up
phobia which makes me feel extremely annoyed”
11. Background Information
CATEGORY TRUTH
INNOVATIVE PACKAGE
Long-stick package
for consumer to
make a pop-up open
– an explosion to
release coffee aroma.
CONSUMER TRUTH
INNOVATIVE PRODUCT
Coffee powder will be put under high
pressure with the air inside the
package. Thus, it will lead to a burst
of aroma into space when open.
PRODUCT TRUTH
INNOVATIVE PROPOSITION
The best potential Brand that turn
your daily morning phobia into
enjoyment. That’s because of the
explosion feeling in experience the
product.
12. To put it all together
CATEGORY TRUTH
CONSUMER TRUTH
INSTANT
ENJOYMENT
Please turn my wake-up
phobia into excitement
PRODUCT TRUTH
The uniqueness of
enjoying the aroma
CONSUMER BRAND INSIGHT: "Waking up moment is so frustrating that I think it's my daily-phobia. I drink coffee every
morning and yeah, life begins after a cup of coffee. But before that, I still have to endure waking-up phobia which makes me feel
extremely annoyed. I
want a kind of coffee - the first thing I do in the morning to help
me turn this phobia into enjoyment, especially with its pleasant aroma."
A coffee brand that promises to remove your wake-up phobia by offering you not only a great
aroma but also a unique way to enjoy it.
13. To put it all together
CATEGORY TRUTH
CONSUMER TRUTH
AWAKE
Please turn my wake-up
phobia into excitement
PRODUCT TRUTH
The uniqueness of
enjoying the aroma
A coffee brand that promises to remove your wake-up phobia by offering you not only a great
aroma but also a unique way to enjoy it.
14. Brand Positioning Statement
TO
- Male and Female, ABC, 20-27 (Bull-eyes: 23-25)
- Lives in urban zones, work in office or study in universities. They are on the final
years of studying or beginning of working. They haven’t had family yet, so that they
don’t have to be responsible for anything. Thus, sometimes they can be lazy, especially
in the morning
OUR COFFEE
Has an amazing aroma and the interesting way of opening the pack
THAT GIVE
An instant excitement that help you awake and unleash the wake-up phobia
REASON TO
BELIEVE
- Strong technology to increase the coffee aroma
- Innovation of packaging
15. Brand Positioning Statement
TO
- Male and Female, ABC, 20-27 (Bull-eyes: 23-25)
- Lives in urban zones, work in office or study in universities. They are on the final years
of studying or beginning of working. They haven’t had family yet, so that they don’t
have to be responsible for anything. Thus, sometimes they can be lazy, especially
in the morning
OUR COFFEE
Has an amazing aroma and the interesting way of opening the pack
THAT GIVE
An instant excitement that help you awake and unleash the wake-up phobia
REASON TO
BELIEVE
- Strong technology to increase the coffee aroma
- Innovation of packaging
16. Positioning Template
Values
- Explosively Give you instant
The best
excitement to
impact aroma
Solution
unleash
- Innovation of
For
the wake-up
packaging
phobia The morning waking-up
Brand Truth
phobia
Essence
Benefits
Functional:
Delivery the Instant waking-up
the
and energy for new day
best Brand
Emotional:
that turn your daily
Turn fear into
morning phobia into
enjoyment enjoyment because of the
explosion feeling.
Personality
Enthusiasm
Eagerness
Explosive
Young
Brand insight
Core promise
“Every morning, I don’t like the
wake-up moment at all. It is
such almost a phobia but I must
accept it. I need something to
reduce that”
Target Consumer
-Male and Female, ABC
- 20-27 YO (bull eye: 23-25)
- Lives in urban zones, work in
office or study in university.
Market definition
Instant coffee market
Compete with
G7, Vinacafe, Nescafe
17. Brandkey Model
-Enthusiasm Technology to
increase the coffee
-Eagerness aroma
-Innovation of
-Explosive
packaging
-Young
Give instant
excitement to
unleash the
wake-up
phobia
Functional:
- Create
Delivery the
enjoyment
Instant awake
by the way
and energy
of opening
for new day
the pack and
Emotional:
the explosion of
Turn fear into aroma
enjoyment
Waking-up moment is a daily phobia
to me, I need something to turn this
fear into enjoyment.
Fierce from strong
brands:
-Nestcafe(Nestcafe
and Cafeviệt),
-Trung Nguyên (G7),
-Vinacafe(Vinacafe
and Wake-up)
- Male and Female, ABC
- 20-27 YO (bull eye: 2325)
- Lives in urban
zones, work in office or
study in university
- Not take responsibility
of their life, so they are
still apathetic
Consumers perceive
18. Brandkey Model
-Enthusiasm Technology to
increase the coffee
-Eagerness aroma
-Innovation of
-Explosive
-Young Give instantpackaging
excitement
to unleash - Create
Functional:
Delivery the the wake-up enjoyment
Instant awake
by the way
and energy
phobia of opening
for new day
the pack and
Emotional:
the explosion of
Turn fear into aroma
enjoyment
Waking-up moment is a daily phobia
to me, I need something to turn this
fear into enjoyment.
Fierce from strong
brands:
-Nestcafe(Nestcafe
and Cafeviệt),
-Trung Nguyên (G7),
-Vinacafe(Vinacafe
and Wake-up)
- Male and Female, ABC
- 20-27 YO (bull eye: 2325)
- Lives in urban
zones, work in office or
study in university
- Not take responsibility
of their life, so they are
still apathetic
Consumers perceive
20. Development
Communication Big Idea: Explode the
morning excitement
TAGLINE: Ngày mới thêm sung, bùng lên sức sống
Activation Platform: the
explosion of aroma
22. Holistic Launching Plan
KEY HOOK
KEY MESSAGE
AWAKEN
Objective: dramatize the
morning phobia
>>> Key message: BI KICH
BUOI BINH MINH
Viral clip: Bi kich buoi binh
minh
Social seeding
PR
CAMPAIGN FLOW
ACT
AMPLIFY
Objective: brand appears to
deal with that phobia – turn
phobia into enjoyment
>>> Key message: TAN HUONG
HUONG SOM MAI
Objective: amplify
Key message: TAN HUONG
HUONG SOM MAI
TVC: Ngay moi them
sung, bung them sung suong
Launching event: No tung sung
suong
PR, social seeding
In-store
PR
Social seeding
23. Launching Plan – “Crash the Enjoyment” Event
PRE-EVENT ACTIVITIES
GIANT
COFFEE
BEAN ambiences
with real coffee aroma exposed
Venue: Royal city in Hanoi &
Vincom B in HCM
Timing: 4 weeks of April, 2014
24. Launching Plan – “Crash the Enjoyment” Event
PRE-EVENT ACTIVITIES
WHERE TO
EXECUTE?
HCM - Vincom B
Ambience
Hanoi – Royal city
Ambience
Venues in HCM & HN will be displayed giant coffee bean – mock ups with the best-sparkling coffee aroma. They are carefully
covered that nobody can recognize the smell.
25. Launching Plan – “Crash the Enjoyment” Event
Exactly each 2 hours, the coffee bean will be opened and the place will be
boomed by the irresistible coffee aroma.
26. Launching Plan – “Crash the Enjoyment” Event
Sampling activities
PRE-EVENT ACTIVITIES
Venue: 5 universities & 5 office buildings in each city.
Timing: 4 weeks of April, 2014
Activities roll-out
Invitation
Experience
Amplification
Distinctive aroma: catching attention
PGs invite guests to try the product
Launching event invitations
Booth Setting & Branding
Smashing game
PGs Invitation
27. Launching Plan – “Crash the Enjoyment” Event
Invitation
Distinctive aroma:
catching attention
Booth Setting &
Branding
PGs Invitation
Experience
Amplification
A big mock-up of coffee bean with real strong aroma of coffee will arouse TA’s attraction
towards booth
Besides, samples with high quality cups given away will attract them to booth
Our brand logo appears in friendly and recognizable way on the Backdrop (detailed design
is provided after)
PGs with smile always on their faces will gently invite guests to try sampling
28. Launching Plan – “Crash the Enjoyment” Event
Invitation
Experience
Amplification
PGs invite guests to try
the product
With special sampling cup – Eco friendly high
quality cup, coffee aroma & quality is kept by the
finest care which guarantee the best coffee for
consumers.
Smashing game
Consumer will hit a coffee pack-shaped bar to
get free coffee packs.
Winning music will turn on if they hit over …
points.
Sampling cup – Eco-friendly high-quality cup
(give away for customers)
Cup are decorated without any branding or logo
29. Launching Plan – “Crash the Enjoyment” Event
Invitation
Experience
Launching event invitations
Amplification
When they drink up, the invitation at the bottom of
the cup will appear.
30. Launching Plan – “Crash the Enjoyment” Event
LAUNCHING EVENT
Venue: City opera house (HCM) & Royal city (Hanoi)
Time: 8– 8h30 am on 5th, May 2014
AGENDA
7 am: we start to block the street to create a large vacant space (about 1000m2)
7h30 am:
- helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around.
Helicopters are decorated with branding banners and logos
- MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together
with our TA.
8 am: Release million of balloons from the sky
Everyone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places
8h30 am: MC thanks everyone for their participation and special gifts will be delivered at the exit
31. Launching Plan – “Crash the Enjoyment” Event
7h30 am
Helicopters which carries total one million of balloons (full of coffee aroma inside) will fly around.
Helicopters are decorated with branding banners and logos
32. Launching Plan – “Crash the Enjoyment” Event
MC appears and makes some noise. She will introduce about the Guinness record we are about to break, how we can do it together
with our TA.
8 am
Release million of balloons from the sky.
Everyone will stamp on the balloon to break it which will release the aroma inside the balloons and boom all over the places with
coffee aroma
