1. GRAND TEST
TRẦN QUỐC THIÊN AN

2. 1.BACKGROUND
2.SEGMENTATION
3.CONSUMER INSIGHT
4.PRODUCT CONCEPT
5.BRAND CONCEPT
BRAND IDEA
BRAND POSITIONING
6.LAUNCHING PLAN
AGENDA

3. BACKGROUND
Ngành hàng trà uống liền tuy là ngành hàng khá mới, nhưng đã
nhanh chóng trở thành ngành hàng có doanh số đóng góp lớn nhất
trong thị trường NGK với đòn bẩy tăng trưởng là “tốt cho sức khỏe
và giàu tính giải khát” với doanh số ước tính khoảng 11,000 tỉ
đồng (2013). Ngành hàng trà uống liền hiện nay bao gồm 2 phân
khúc chính: trà xanh và trà thảo mộc. Trong đó, phân khúc trà thảo
mộc có tỷ trọng doanh số đóng góp khoảng 20% và vẫn đang tăng
trưởng tốt. Phân khúc trà thảo mộc chủ yếu được dẫn dắt bởi
nhãn hàng trà thảo mộc Dr.Thanh với thông điệp truyền tải: “Trà
thảo mộc Dr.Thanh với 9 loại thảo mộc cung đình, giúp thanh nhiệt
cơ thể không lo bị nóng”, gần đây có thêm sự tham gia của
Vinamilk với trà nấm linh chi – Lincha. Trong khi đó, phân khúc trà
xanh có mức cạnh tranh rất gay gắt với sự tham gia của nhiều
nhãn hàng như: Không Độ, C2, Real-leaf, Tea Plus, Lipton Pure
Green.

4. OPPORTUNITY
Its time for trend of
HEALTHY
DRINK

5. Key brand in healthy drink
Tasty
Healthy for long term benefit
(good for heart, anti
cancer, v.v…
Immediately benefit that
supplement ion lost through
daily activities
But not good taste

6. SEGMENTATION
Target consumer: 18-30
Bull eyes target: 18-
22, urban, ABC, modern, young, ambitious, active…

7. As a young Vietnamese with ambitious dreams for the
future, I am really hurt when my surrounding people only do
for their immediately benefit in their daily life. They do not
care about the long term vision which is more significantly
important.
I always seek for a sustainable life which combines short term
benefit and long term benefit.
Especially for drinking, I want a ready-to-drink that can
quench my thirsty immediately and being good for my health
in long time.
CONSUMER INSIGHT

8. PRODUCT CONCEPT
TEA + ion
Tea’s benefit + ion benefit
LONG TERM
benefit
IMMEDIATELY
benefit

9. The 1st ready to drink tea supplement ion that
helps you recover yourself immediately and
have long term healthy thanks to real tea leaf
iTEA

10. FUNCTIONAL
BENEFIT
EMOTIONAL
BENEFIT
Recover yourself immediately
with ion supplement and
sustain your long term living
with real tea leaf
Inspire you seeking for
sustainable living which
combines short term benefit
and long term benefit

11. BRAND ESSENCE
Brewing your
sustainable
living

12. BRAND POSITIONING
Provide what
need To whom Different by
Reason to
believe
Supplement
ion for your
immediately
recover and
real tea leaf
for long term
healthy
benefit
18-
22, ABC, urban
, young
Vietnamese
with huge
ambition for
future seeking
for a
sustainable life
The first
ready-to-
drink tea
supplement
ion
Authentic source
of tea leaf and
strong
technology that
can produce
innovation tea
with ion
supplement

13. Product:
combine real
tea leaf and
essential ion
Price: 10.000
VND
Place: mass
distribution
(supermarket,
grocery,
convenience
store, wet
market )
Packaging:
modern, active
design
Promotion

14. LAUNCHING PLAN

15. Generate brand awareness and build strong equity:
Functional: iTEA recovers yourself immediately with
ion supplement and sustain your long term living
with real tea leaf
Emotional: Inspire you seeking for sustainable living
which combines short term benefit and long term
benefit
Trigger consumers to trial and buy the product
CAMPAIGN OBJECTIVE

16. COMMUNICATION MESSAGE
DESIRED RESPONSE
iTEA is the 1st ready to drink tea in Vietnam offers ion supplement
and real tea leaf for your immediately benefit and long term
benefit
Tas feel close to iTEA and understand its benefit
Willing to trial and purchase

17. TARGET AUDIENCE
CONSUMER INSIGHT
18-22, urban, ABC, modern, young, ambitious, active…
As a young Vietnamese with ambitious dreams for the future, I am really
hurt when my surrounding people only do for their immediately benefit in
their daily life. They do not care about the long term vision which is more
significantly important.

18. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

19. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC
20-29 YO20-29 YO

20. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

21. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

22. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

23. TARGET AUDIENCE’S MEDIA BEHAVIOR STATISTIC

24. BRAND RELEVANCY
iTEA Inspire you seeking for sustainable living which combines
short term and long term benefit
iTEA you
CONCEPT

25. Deployment plan
Let’s live sustainably with iTEA
iTEA you
Message
Concept
Is it importance for
sustainable living?
Let live your sustainable life
with iTEA
Celebrate the living
sustainable life with iTEA
Key Message
Social debate The Sampling tour “ITEA you” “iTEA you” singleKey Hook
TVC
Viral clip
iTEA facebook page
Advertorials, SEO, Facebook
ad
Corporate PR
Application
Advertorials, SEO, facebook
ads
Corporate PR
Influencer
Advertorials, SEO, facebook
ads
Corporate PR
Key Channels
Consumer
Journey
Awareness Experience Advocacy

26. Create a social debate about short
sighted of Vietnamese youthSocial debate

27. SAMPLING TOUR

28. Key element:
1. Dry Sampling package
2. Wet sampling cup
3. Sampling uniform
4. Brochure
5. In-store merchandising: shelf talker/wobblers
(only for suppermarket)
OFFICE channel
(Office buiding, magazine)
• Build brand image
• Drive trial
MT channel
(Mall, supermarket)
• Build brand image
• Drive trial
• Drive sales
• HN, HCM,
• Dry, wet
• HN, HCM,
• Dry , wet
Working shift:
 Morning: 7:00-9:00
 Noon: 11:30-14:00
 Late afternoon: 16:30-
18:00
SAMPLING FLOW
- Quick introduction – give sample – deliver brochure
1- approach TA going around
2- approach TA at booth
3- approach TA at their office via reception (only for office building)
Working shif
Fri – Sun: full day sampling
 Morning: 9:00-15:30
 Evening: 15:30-21:00
Working shift:
Mon – Fri: only evening sampling 15:30 – 21:00
Sat – Sun: full day sampling
 Morning: 9:00-15:30
 Evening: 15:30-21:00
OFFICE BUILDING MT – SHOPPING MALL MT – SUPER MARKET