1. Ready – to – drink tea
NGHI NGHI
Launching plan

2. AGENDA Background
Brand ideation
Launching plan
Who are we
Where are we
Who are we fighting with
Category truth
Consumer truth
Product truth
Activation platform
Concept development
Deployment

3. Background
Who are we… …a giant corporate of food & FMCG in Vietnam which has the edge in finance & distribution
channels.
We want to expand into bottled beverage category, in particular, ready-to-drink (RTD) tea.
Where are we… … in a fresh, promising yet rapidly developed category which takes account for the most revenue
in beverage market – 11,000 billion VND (2013)
RTD tea is mostly appreciated for its “thirst-drenching and good for health” benefits.
Who are we fighting with? There are two main segments in RTD tea,
including:
> Green tea (80% RTD tea market) which has
seen the fierce competition of many giant
brands such as: Zero degree, C2, Real-leaf, Tea
Plus , Lipton Pure Green, etc.
> And Herbal tea: less competitors but nearly
dominated by the big shadow of famous Dr.
Thanh & Lincha.
Recently, tea market has seen the significant
penetration of Olong tea Plus – the sole brand
in Oolong tea segment.
Other promising
segmentations which
have been penetrated
by no brand up till now:
black tea, white tea,
Matcha tea, decaf tea,
etc.

4. BLACK TEA
Different varieties of tea have their own uniqueness, priorities and also
disadvantages…
CATEGORY FINDINGS
GREEN TEA
Green tea is a longtime treasure and
also one of the most favorable kinds
of beverages of our country. With
about half the caffeine of black tea,
green tea offers health advantages in
every gentle cup. .
Disadvantages: (1)fierce competitors
from big companies;
Advantages: (1) green tea is the most
common & closest to Vietnamese
while having many faithful & loyal
support from RTD tea consumers;
(2) market dominating brands have
weak RTB which we can use to
spectacularly change the new-comer
situation into leading market.
WHITE TEA
This low-caffeine delicacy with
precise technique produces a subtle
cup with mellow, sweet notes. 100%
natural white tea bags have become
a staple of high-end tea collections, a
new favorite flavor for connoisseurs
to buy and drink with many health
benefits.
Disadvantages: high-price which
shall not be affordable for most part
of Vietnamese people;
Advantages: (1) 1st introduce 1st
own; (2) bring a brand new taste
more intriguing than original green
tea; (3) suitable for high-class
consumers
Black tea is the most common tea in
North America. Boasting numerous
health benefits, black tea contains
about half the caffeine of coffee and
twice that of green tea. The drink is
popular iced or hot as a breakfast
tea, often enjoyed with sugar, milk,
or lemon.
Disadvantages: (1) kind of strange &
far away products to Vietnamese (2)
too strong for the mass
Advantages: (1) 1st introduce 1st
own; (2) foreign taste – foreign style;
(3) suitable for strong taste
OOLONG TEA
From its name to its distinctive
flavor, oolong tea is all allure.
Oolong tea is produced when tea
leaves are oxidized in direct sunlight
until they give off a precise and
pleasant fragrance – somewhere
between apples, orchids, and
peaches. Also traditionally referred
to as a weight loss tea, oolong tea has
many health benefits. It has a
distinct flavor with caffeine content
midway between black tea and green
tea.
Disadvantages: not have any specific
disadvantage
Advantages: (1) 1 key competitor:
Olong tea Plus with strong RTB &
favorable taste (2) good for health
“REAL” kinds of tea made from leaves & buds of Camellia sinensis…
Highest concentration of
polyphenols; Has all benefits other
kinds of tea have;
Highest caffeine content;
Specially protect lungs from damage
caused by cigarette smoke;
Uncured and unfermented;
Highest potent anticancer
properties;
Lower bad cholesterol levels;

5. HERBAL TEA
The thought of herbal tea brings to mind the sensory thrill of herbs, the medicinal and health benefits these teas possess,
Technical fun facts aside, caffeine-free herbal teas offer a range of health benefits and can play a role in natural weight
loss. Plus, they’re just plain delicious to buy and drink
“So-called” tea… Matcha tea powder is ground from fine Japanese green tea leaves. It is the star of the centuries-old
Japanese tea ceremony, and its pleasant taste and health benefits make it a favorite of many tea-
lovers today. Organic matcha powder is whisked in a bowl with hot water to create a frothy, bright
green, nourishing beverage.
MATCHA
DECAF TEA
Relax and indulge with our soothing decaffeinated tea. Decaf tea gives consumers all the flavor and enjoyment they
expect from a good cup of tea, but spares them the caffeine content.

6. BITTERNESS GOOD FOR
WOMEN HEALTH
Rất khó có được những tác dụng như quảng cáo từ những loại trà đóng chai
công nghiệp hiện nay trên thị trường (đẩy mạnh trao đổi chất, thanh nhiệt,
giải độc gan…) vì hàm lượng chè ở trong đó rất ít, đa số là các thành phần
hóa học.
(theo ông Đo{n Hùng Tiến – Viện trưởng viện nghiên cứu Chè Việt Nam)
Để có được những lợi ích tương tự như có trong chỉ một chén trà pha, trong
một số trường hợp, người tiêu dùng sẽ phải uống đến 20 chai nước trà đóng
chai. Nước trà đóng chai không chỉ chứa rất ít các thành phần tốt cho sức
khỏe mà vốn có trong trà, hơn nữa lại thường chứa lượng đường cao và một
số chất khác - các chất mà người tiêu dùng có ý thức bảo vệ sức khỏe luôn cố
gắng để tránh
(Hội hóa học Hoa Kỳ)
About nowadays RTD tea…
Key reason
Polyphenol – chất tạo ra phần lớn lợi ích từ trà xanh, hơi đắng và rất khó để
bảo quản chế biến, tốn chi phí, nhưng để hấp dẫn càng nhiều người tiêu dùng
càng tốt, các nhà sản xuất muốn giảm vị đắng và tính làm se đến mức tối
thiểu. Cách đơn giản là cho ít trà hơn, làm cho hàm lượng polyphenol trong
trà thấp, nhưng lại có vị dễ uống và ngọt ngào hơn.
Phụ nữ uống trà xanh tốt hơn nam giới
Các nhà khoa học Hoa Kỳ cho rằng nguyên nhân là do ở
nữ giới có hormone giới tính estrogen. Họ nhận thấy
những thành phần hoạt tính trong trà xanh ảnh hưởng
tới hàm lượng estrogen, hormone giới tính có tác dụng
tăng cường bảo vệ tim.

7. BITTERNESS
GOOD FOR
WOMEN
HEALTH
Key findings
about category…

8. TARGET AUDIENCE
Our target consumers are
office female aged 22 to 30
years old. They take great
care of their health & beauty.
They have busy life, all be
pro-active & ambitious about
their careers.
They are also smart,
characteristic, independent
& modern women.

9. They find fast foods, cakes, fried
potatoes, carbonated drinks, etc.
extremely delicious, tasty and alluring.
It’s great to have a bit of it as an
indulgence they grant themselves. But
they know where the limit is and actively
resist from having it as they know it’s
bad for their health, their weight & their
beauty.
They believe
what is tasty addictive cannot be healthy.
WHAT THEY DO?

10. I am now at the peak of health &
beauty so I want to best maintain this
blooming period.
Bitter pills may have blessed effects. As
I do care about my health & my beauty,
I don’t believe in drinks which are
advertised as “good for health”; “pure
nature” but too delicious, sweet & tasty
at the same time.
I want to have a healthy drink whose
benefits I can believe in regardless of
its “bitter pills”.
CONSUMER TRUTH

11. PRODUCT
TRUTH
GREEN TEA
Highest concentration of
polyphenols;
Has all benefits other kinds of tea
have;
POLYPHENOL
Substance which create most of
benefits of tea;
Bitter & hard to be preserved,
processed; must invest costs
Our product is RTD
green tea which contain
a volume of polyphenol
equal to a cup of tea
made from real tea
leaves (expressed as
bitter taste).
We are backed by high-
end technology which
leverages in
preservation &
processing stages.

12. To put it all together
PRODUCT TRUTHCATEGORY TRUTH CONSUMER TRUTH
Bitter
Good for women health
I want to best maintain
my blooming period
Best preserve and process
the polyphenol in tea leaves
RTD tea brand: bring you a true healthy drink by preserving the great bitterness of tea to
protect your blooming period.
CONSUMER BRAND INSIGHT: "I am now at the peak of health & beauty so I want to best maintain this blooming period. Bitter pills may
have blessed effects. As I do care about my health & my beauty, I don’t believe in drinks which are advertised as “good for health”; “pure
nature” but too delicious, sweet & tasty at the same time. I want to have a healthy drink whose benefits I can believe in regardless of its
“bitter pills”.
When consider to healthy drink, I think of tea. And RTD tea is absolutely suitable for my busy schedule. But on-sale RTD tea brands now
are too sweet & cheap that force me to cast doubt on the healthy benefits of them.
I want a kind of RTD tea that is truly good for my health with strong RTB.”

13. PRODUCT CONCEPT
A product of ready-to-drink green tea providing
truer polyphenols volume
Comfort the bitterness of polyphenols by
natural sweeteners such as: honey or cane
which will comfort your taste but still be able to
highlight the bitterness of polyphenols.
BITTERNESSof polyphenols
For your health & beauty
NATURAL SWEETENER
For your taste & highlight the bitterness
Give heath-minded consumers a drink truly care about their health as they need.
BITTER YOUR TASTE, BETTER YOUR LIFE

14. Brand Positioning Statement
Premium truly
Green tea with
ingredients mostly
from real tea leaves
(high ratio of
polyphenol) &
outstanding
packaging
- 22-30 YO female
(Bull-eyes: 23-25),
ABC
- modern, smart,
business women
- Health & beauty-
minded
Premium green tea
made from real tea
leaves backed by high
end technology &
breakthrough
packaging
Provide what
NEED
To
WHOM
Differentiate
by
Innovative
technology to
maximize the
profits of tea,
amplify by the
innovative
packaging.
Reason
to believe

15. Bitter your
taste, better
your life
- Healthy
- Beautiful
- Smart
- Delicate
- Pro-active
Innovative technology to maximize the
profits of tea, amplify by the innovative
packaging.
Functional: Maximize the
profit of green tea by preserving the
polyphenols of real tea leaves during
processing stage.
Emotional: maintain
your blooming period
Premium green tea made from real tea leaves
& breakthrough packaging
I am now at the peak of health & beauty so I want to best maintain this blooming period. Bitter
pills may have blessed effects. As I do care about my health & my beauty, I don’t believe in drinks
which are advertised as “good for health”; “pure nature” but too delicious, sweet & tasty at the
same time. I want to have a healthy drink whose benefits I can believe in regardless of its “bitter
pills”.
When consider to healthy drink, I think of tea. And RTD tea is absolutely suitable for my busy
schedule. But on-sale RTD tea brands now are too sweet & cheap that force me to cast doubt on
the healthy benefits of them.
I want a kind of RTD tea that is truly good for my health with strong RTB.
Green tea brands: C2, Zero degree, etc.
Other competitors: Dr. Thanh, Lincha, etc.
- 22-30 YO female (Bull-eyes: 23-25), ABC
- modern, smart, business women
- Health & beauty-minded
Consumers perceive
BRAND KEY

16. Support the brand promise of bringing the best healthy tea product ever, the
packaging is specially made all from glass; not use any plastic or PET as they are
perceived as anti-health no matter what they protest
6Ps
BE-BITTER
TEA
Packaging
Packaging must be SIMPLEST, FASHIONABLY MODERN SHAPED & CONVENIENT.
It is all made from see-through class, printed brand name on one side, basic
information on another. Especially, with glass substance, you can heat your tea
before enjoy it if you want to.
Standing out of the normal bottle shape nowadays, we may design the bottle
shape as below.

17. High price RTD product, only for woman
Premium truly Green tea with ingredients mostly from real tea leaves (high
ratio of polyphenol). The bitterness of polyphenol would be comforted by
natural sweeteners such as honey or cane which are good for health, have
mellow sweetness & most important, can highlight the bitterness of tea not
just normally erase it.
High price (compared with other products) but affordable
Convenient
store: circle K,
B’s Mart, etc.
Position
Communication big idea: Bitter your taste,
better your life
Promotion
15 -20,000 VND/ bottle
Product
Price
Place

18. Activation Platform
Healthiness
among busy life
LAUNCHING
PLAN
As TA is too busy with their daily work so it’s much better if
we could insert our brand into their working habit.
I want to be
healthy as
to best
maintain my
blooming
period.
I am too
busyto
invest time
caring my
health &
beauty

19. LAUNCHING BIG IDEA
YOUR BODY
WANTS it
Launching Objective
 Raise awareness of the Brand
 Drive penetration of new range
 Communicate brand values
BE-BITTER TEA may not be so tasty &
delicious as others; it may not suit your taste.
But be hold, it’s definitely what your body
wants and needs. It’s what will treasure your
valuable body.

20. STRATEGIC APPROACH
Brand communication idea:
Bitter your taste, better your life
Campaign idea:
Your body wants it
Recruit:
Create awareness & drive trial of products
Engage:
Engage TA in health keeping habit with
products
Amplify:
Create long-term visibilities
This is how your body is struggling everyday,
don’t wanna help it?
Be responsible to your body Let good habit amplify
AR sampling activation – Body rescue
guerilla
QR code – scan to have daily office exercises Yoga center
Office buildings sampling
Advertorials
Editorials
TVC
SEO, SEM
Mobile apps
Advertorials
Editorials
Sales promotion
Influencer sharing
Advertorials
Editorials
3 months – invest 10 bil VND 3 months – invest 5 bil VND Invest 15 bil VND

21. Online Print Influencers
Social media
KEY MEDIA CHANNELS

22. PHASE 1: RECRUITMENT - AR SAMPLING ACTIVATION
Big LCD screens are put at the main door of office buildings
using high-end augmented reality technology…
https://www.youtube.com/watch?v=-cvv1oC-ZaM
With celebrity endorsement, we will begin
exercises specially designed for office female.
Move along to trainer’s instruction, AR technology will automatically
recognize your moves and score you if you get the actions right. Accomplish that mini-exercise, you will get a sample of BE-BITTER TEA.

23. COMMUNICATING MESSAGES
Are you ready to rescue your body which has been exhausted due to
your busy daily work?
Move a bit, it takes you only 1 minutes to warm your weary body up,
to comfort its wearisome before continue getting into the complexity
of work & work.
Then, grant your hard-working body a bottle of tea which is
absolutely what your body longs for.
GAME SET
examples
Eye exercise
The screen will contact your eyes’ apples and recognize their
movements. Follow the instructions and start doing some eyes
exercises
Neck exercise Other simple movement

24. PHASE 2: ENGAGEMENT -Scan QR code on packaging to receive daily office exercise
Buy any products, you will get a QR code on bottle, scan it via
your smartphone and you will receive a surprising gift set,
including:
An instruction of mini-exercise which can be done on spot (facial exercise,
smile exercise, neck & hand,.etc.)

25. PHASE 3: AMPLIFICATION - found Yoga centers for office women
Our loyal consumers will have a priority to be member of this Yoga center.
It’s all free. With high technology and professional coaches, you will have
the most indulgent time in here. After long tiring working week, relaxing in
a Yoga center to free your body and mind also is not a bad idea, right?
BE-BITTER TEA will establish those centers as to prove that our products
are symbols of healthy life. We do what your body needs.