3. Coffee market is segmented to 2 key sub categories:
INSTANT COFFEE and ROASTED COFFEE
TOUGH market
for new players with 95% market shares
UN-
INSTANT coffee is a
However, in ROASTED coffee market,
belong to 3 key players Trung Nguyên,
Vinacafe & Nescafe
BRANDED local players dominated
80%.
INSTANT coffee has seen dramatically
over
22%
growth per year
Roasted coffee market is potential for big
players to join in
ROASTED coffee has seen about
12%
growth per year
4. for a
NEW BRANDED player
INSTANT COFFEE
will be
to
THE BEST FIRST STEP for us
PENETRATE the coffee market.
6. 3 KEY BIG PLAYERS IN INSTANT COFFEEMARKET
G7 (TRUNG NGUYEN)
VINACAFE
NESCAFE
MARKET SHARES
28%
32%
35%
KEY PRODUCT
G7 3 in 1
Vinacafe 3 in 1
Nescafe 3 in 1 white coffee
TARGET CONSUMER
Aged from 18-40 urban cities, office-
Aged from 18-40 urban cities, office-working, for
Aged from 18-40 urban cities, office-working, for
working, for their @ office & home
their @ office & home consumption
their @ office & home consumption
consumption
Incline to middle-aged
Key segment: 16-24
Key segment: 18-29
incline to female youngster
Incline to male youngster
Vietnamese coffee brand with far
richer and fuller flavor, with
authentic coffee aroma
The Vietnamese oldest coffee brand since 1968, the
International brand with modern production
heritage coffee.
technology and authentic coffee
BRAND ESSENCE
The world of creative aspiration
Inherit authentic coffee
Bring the rich cup of coffee to share happiness
POSITIONING
The REAL STRONG coffee for urban
The real AUTHENTIC coffee for male and female
The FRIENDLY TASTY coffee for male and female
youngster who have real gout (taste)
mostly in big cities, BCD, mature, nostalgic
aged 16-24 mostly in big cities, ABC, young,
BRAND TRUTH
and want to prove their esteem.
BREAKTHROUGH
energetic, sociable
The launch of Wake-Up helped somehow to refresh
The launch of Cafe Viet in 2008 helped to lift it up
the brand with position “coffee for the morning”
No 1 position
7. G7 (TRUNG NGUYEN)
NESCAFE
o
strong supply, thus have cost- favoribility.
o
strong heritage
o
o
Taste: different taste (strong in favor, the scent) in
o
strong distribution network
comparison with other brands
STRENGTHS
VINACAFE
o
Strong financial potential
mostly focus on instant coffee with
considerable investment on R&D
o
strong distribution network
The “national” spirit: the Vietnamese coffee for the
o
modern packaging
Vietnamese people
o
professional communication
o
great promotion & communication
o
Strong financial potential
o
impressive packaging
o
Strong financial potential
o
not strong distribution network compare to Vinacafe &
not effective communication,
o
foreign brand
Nescafe
especially "real coffee from 100%
o
great selling but less emotional
Packaging: not very aesthetic, contrary: use foreign
coffee beans" TVC quite offends
models to advertise Vietnamese coffee for Vietnamese
audience.
o
WEAKNESSES
o
o
people
o
o
boring packaging
Promotion: too much “national spirit”, which are quite
o
great distribution but fail to create
“heavy” for customers, especially the young generation
an emotional connection with
people
connection with audience
8. THE OTHERS PLAYERS IN INSTANT COFFEE MARKET
PASSIONA
MAC COFFEE
MARKET SHARES
POSITIONING
ROCK CAFÉ
HIGHLAND COFFEE
4,5%
Coffee of PASSION for passionate WOMEN
CONCENTRATION coffee for who
FINEST coffee beans, individual
Promise to serve the BEST
which offers concentration and confidence
dare to challenge
system solution, perfect system
QUALITY COFFEE for
service
Vietnamese users
in their own beauty life.
o 9 year investment on R&D
o Once Be well identified by
o Suitable taste for Vietnamese
o Well supported by Highland
o Nice communication message for women
Eagle image
o Focus on distribution network
coffee chain
o Elegant packaging
STRENGTHS
o Focus on distribution network
o Focus on distribution network
o Focus on distribution network
WEAKNESSES
o Common light taste
o Weak brand message
o Not strong and different
o Do not have a clear
o Weak communication
o Weak communication
communication message from
communication message to
competitors
differentiate from competitors
o Weak communication
o Weak communication
o Inconsistent communication message
9. CONCLUSION
Products are roughly equal in quality in instant coffee market, the BIG PLAYERS are the
ones who have DIFFERENT brand message and more invest on COMMUNICATION.
The already owned essence: STRONG, GOOD TASTE and AUTHENTIC
To penetrate the instant coffee market we need to figure out an innovative essence
different from those STRONG, GOOD TASTE and AUTHENTIC.
10. Category
Truth
INSTANT COFFEE is mostly recognized as a FRIENDLY, DAILY AND COMMUNICATION LEADING drink
Not as creative, inspiring, classy, masculine… as general assumption of COFFEE
12. Category
Truth
Our short, simple research conducted on Facebook with only one question:
“Why don’t you drink instant coffee?” has found one simple and mostly agreed
asnswer: “It’s
as flat as water.”
The weakness of the
CATEGORY: flat
taste
14. Consumer
Truth
Why target 20-29?
Men and women
Aged 20-29 – ABC - mostly in big cities
Drink coffee 3
times a week
70% have not settled down with any instant
coffee brand
Account for 46.6% of Vietnam’s population
(gso.gov.vn)
Struggling, hestitaing to express their care of
each others
15. FTA research on life style and purchasing and behaviour of Vienamese youngsters aged 30-35
They appreciate
the time they
can spend with
their beloved
Loneliness
Consumer
Truth
Desk Research
But don’t concern
much the way to
express their love,
their care
has become
the problem
of the age
It’s the space for a brand to step in,
giving them a way to express their care,
remind them of the magic of care
17. Method: IDI - Type: Insight
Consumer
Truth
Objective
Insight - concept
test
+ Sharpen insight.
+ Area to improve
current concepts.
Action
Standard
Concept is to deliver
these on target users:
+ Message take-out at
spontaneous level
+ Budget intend at
spontaenous level
+ Insight relevancy,
concept credibility
and uniqueness
Taget
+ Men & Women
20-29. Class ABC.
+ The one who
decide to
buy & drink
instant coffee.
+ Open with instant
drink.
- Concept test
Detailed key findings
+ U&A about coffee
- Usage habit?
- Need for coffee in general life?
- Perception toward Instant coffee? (Is that
meet their need? Why? Why not?)
- Any instant drink product that expect to have?
- Coffee barrier?
+ Area to improve current concept
- Does our Insight relevant with consumers?
- What is the key driver of the concept that
make they buy our product?
- Is our product Appealing? What do they
expect when hearing about concept?
- What’s the Differentiation that they like about
our product?
- Does our Benefit Offer meet consumers’
expectation?
18. “It would be
great with a cup
of coffee made
by mom every
morning.”
What they say
It would be great if
someone makes me
a cup of coffee
everyday
Why they say
A cup of coffee can
represent people’s
care of each other
I am in need of a simple
mean to
express and remind me of the care in this
busy lonely life
“Whenever
receiving a cup
of coffee made
by co-worker, I
feel really
happy.”
“I appreciate every
little things my
friends made for
me.”
Why they do
A little care in this busy
lonely life can be
heartwarming and
treasury
Consumer
Truth
Insight
BUT simple things like a cup of instant coffee tends to get too flat
to represent the care. I wish there was a type of instant coffee that
is
rich enough to express the taste of my care.
19. Brand Truth
Authentic coffee that has
The triangle
Rich flavor
BRAND’S CONSUMER INSIGHT
“I am in need of a simple
mean to
express and remind me of the care in
BUT
this busy lonely life,
simple
things like a cup of instant coffee tends
to get too flat to represent the care. I
wish there was a type of instant coffee
rich enough to
express the taste of my
care.
that is
Consumer
truth
I wish for a rich taste to represent my care
Category
truth
LIFESTYLE - COMMUNITY
20. It gets so awkward to express how you care about other people
Care is an abstract expression that needs actions to be
understood
Let our little cup of coffee be that action
Let our coffee enrich your care so that it can be tasted
Let’s together remind this cold busy world of the
Brand Idea
Brand essence
ENRICH the taste of CARE
story of care
21. Provide what
Brand Idea
Brand positioning
Provide real
coffee with
RICH
FLAVOR
Different by
Heavy coffee
drinkers aged
need
To whom
Being the first
instant coffee
brand to own
20-29,
located in big
cities, ABC,
want to find
away to
express the
care
the
platform of
care with
strong
flavor to
support
Reason to
believe
The
authentic
source of
coffee and
technology
that can
enhance the
richness of
coffee
22. Caring
Sweet
Warm, rich
The
authentic
source of coffee
and technology that
can enrich the
taste
ENRICH
Functional:
RICH flavor
thanks to
special
processing
method and
Brand Idea
Brand Key
the
TASTE OF
CARE
proportion
Emotional: help you
express your
care with the
equal
richness
Being the
first instant
coffee brand
to own the
platform of
care with strong
flavor to
support
I wish for a rich taste to represent
my care
Fierce from strong
global and local brands
Direct: G7, Nescafe,
Vinacafe
Indirect: Phuc Long,
Passio
- ABC
- 20-29 YO
Behavior & attitude:
drink coffee want to
Express their care with
coffee
Real coffee with long rich taste
23. Brand
Communication
idea
The cup of care
The visualized, heartwarming message
Reminding to sincerely
condense the caring into one
single, simple, endearing cup of
good coffee
Connecting hearts and hearts
27. Make your care “taste-
able” with our coffee
Not I care about you
But I COFFEE you!
Attaching the word coffee
with a special expression of
care, owning this unique
platform
Big Idea
Master concept
I
you
28. Why Thanh Bùi?
Appropriate celebrity to
attract officers
Caring, open, friendly,
endearing image
Why 2 Đẹp?
Partners
As a new comer, key
endorser and media
parter is crucial to
gain awareness
Femail Officers’ lover
(the “caring” subject is more
attractive towards female)
Strong platform (relation with
2! Sinh viên, YanTV)
29. Insight
Brand Role
Caring for co-worker makes the office such a comforting experience,
but it’s just awkward for officers to express the care
Express the care in a RICH, endearing way
Concept
I COFFEE you
Message
Let’s use our RICH coffee to express your care
Consumer
Journey
Awareness
Engagement
Advocacy
Key
Message
Imagine using coffee cup to express
your care
Experience expressing the care with
our coffee
Celebrate the RICH effect of
endearing care
Key Hook
I COFFEE you MV
The Sampling tour “I Coffee you”
The 2Dep! care issue
TVC
Viral MV
2Đẹp 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
30. VIRAL MV story board
A man wakes up.
His wife helps husband with
necktie & he wants to say
“Thanks Honey” but he just
nod & walk away.
A colleague smiles & wishes
him a happy day, before he
wishes her back, she walks
away.
Everyone hugs a friend to
say goodbye but he just
awkwardly stands
outside.
I
Product demo : coffee
beans, flavor scent of the
coffee rich as the man's
caring.
He gives the coffee to the
friend & that friend
comes to hug him.
He gives the coffee to the
colleague & they smiles
He give the coffee to his
wife & she says “thanks
Honey”
“I
U
you” turn into
“I coffee you”
31. Facebook application
Send your story of hoping to express
the care to someone at your office fill in the sentence “I COFFEE …” with
the name of your office to win a
chance to have your office treated
with a coffee break and a “I coffee
you” T’shirt
Office care
Deliver the treat of Office coffee
surprisingly to the office. People at
the office will hold their cups and
shout out “I coffee you” – take
picture. Give the office a box of our
coffee as long term promise
MT sampling
Fill in the form of “I COFFEE …” with
the name of your beloved to get a
chance to win a “I coffee you T’shirt”
and have your cup of care delivered
to that person with our gift box
32. Key element:
1. Dry Sampling package
2. Wet sampling cup
3. Sampling uniform
4. Brochure
5. Caring coffee Home
6. In-store merchandising: shelf talker/wobblers
(only for supermarket)
MT channel
(Mall, supermarket)
•
Build brand image
•
Drive trial
•
Drive sales
(Office buiding, magazine)
•
Build brand image
•
Drive trial
•
•
•
•
HN, HCM,
Dry , wet
MT – shopping mall
Office building
Working shift:
Morning: 7:00-9:00
Noon: 11:30-14:00
Late afternoon: 16:30-18:00
OFFICE channel
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
HN, HCM,
Dry, wet
MT – super market
Working shift
Fri – Sun: full day sampling
Morning: 9:00-15:30
Evening: 15:30-21:00
Approach
- Quick introduction – give sample – deliver brochure
1- approach TA going around Caring coffee home
2- approach TA at Caring coffee Home
3- approach TA at their office via reception (only for office building)
33. The “I COFFEE YOU” issue
Recap office and MT “I
COFFEE you” tour
Sharing the role of
coffee in connecting
Feature stories of Care that was helped to express
with our coffee
34. 1. TVC:
3. Digital:
Our target in HCMC is Males 29-35,
TVC aired during 3 weeks:
- 89% 1+ reach.
- 60% effective reach at 3+.
Total cost: 13 bil.
- 96% 1+ reach.
- 60% effective reach at 3+.
Total cost: 2 bil.
2. Sampling:
The effectiveness based on:
- Reach: 90% people at booths.
- Purchase: 70% purchase product
after trying.
- Quota 500,000 samples.
- Trustworthy high, 80% believe in
RTB.
Total cost: 2 bil.
4. Cost for POSM, PR: 10 bil.
