2. Agenda
1. Project background
2. Finding insights
Research brief
Research tasks
Potential insights
Recommended/selected insight
3. Brand Ideation
Review & Analysis
Proposed insight
Brand Positioning Statement
Brand Key
4. Communications Big Idea
5. Sources of references if any
3. 1. Project background
Business objective: develop a new brand of coffee for the youth
Target: Young urban people, aged 18-30, frequent coffee drinker (>= 3 times/week)
4. 2. Finding insights
Research brief
Research objective: Finding consumers’ insight that is strong and big
enough to develop a new coffee brand.
The key findings must answer the questions of what are the target
audience drinking coffee for. What is their true coffee dream?
Respondent profiling:
Vietnamese young urban people, aged 18-30
Unbranded & branded coffee consumers who have habit of drinking
coffee at least 3 times/week.
•- A: 20 years old, studying at a university in HCMC, having a part time job and being an active member at school.
He is usually staying up late to solve the works and studies. Hobbies are reading books, travelling and his dream
is to become a marketers. He drinks ice blended (Urban station and Caztus) twice a week on the way to school or
while hanging out. He loves his social life.
•- B: 24 years old, start working in an insurance company in HCMC for 1 year and start to capture some progress.
He is aiming for higher salary this year so he tries to complete every tasks the boss assigned to him. That makes
him stay late at night usually. He drinks G7 all the night. At noon, he usually drinks Phuc Long to make alive for
the evening’s work.
•- C: 28 years old, just been promoted to Head of a department in a private company. He has been well growing
and usually goes to Highland or Coffee Bean to chitchat with business people, so with him, coffee is now a
regular drink in daily life. At home, he wants to reserve the happiness of family and he drinks coffee in the
morning with family as a way of enjoyment.
5. 2. Finding insights
Research brief
• Direction:
• - Desk research and then do the real research on field (both qualitative and quantitative)
• - Every aspects, its purpose should be either discover a consumer truth or a category truth /
product truth
• - Start with [Desk research] [Category truth]
• - Next, do the [Desk research] [Consumer truth] this is when you find the tensions of the
youth and areas for brand to step in objective: after this stage, we can make an
approach for insight.
• Combine these two and find the big dream of youth for drinking coffee? What are they
thinking / perceiving when drinking coffee? Is there an emotional effect that only coffee
can bring but not soft drink or tea can? Explore their story of desires: family, career, social
life, and their own style.
• - Do [Field research] [Consumer truth] this is when you test your findings, assumptions
and approach on the real target audience: what do they actually feel? (Focus group /
interview to pick up and then double check with questionnaire).
• - Sum up everything in paper to come up with an insight.
7. 2. Finding insights
Research tasks
Desk research
The articles like “X Things to when you turn Y years old” encouraging a “live now – enjoy the moment –
make it worth living” spirit, and these articles make the youth crazy.
-Quan Kun, ba Tung… are typical cases of a phenomena in the youth: “Want-to-be-famous” or deep
in every single one: they want to stand out and be remembered.
-Considering other youth brands are communicating: they are encouraging a “live the moment,
exploring more and more” spirit of the youth, because the youth is different and unique, worth living.
-They dream http://kenh14.vn/goc-trai-tim/hay-cu-uoc-mo-di-20121052329273.chn, they may find an
escape in their writings, they doubt everything, they have idols to follow, they want to explore
(Huyen Chip’s case is an example – however, she is famous simply because she is doing what every
other young ones desire to do)
- With nearly 30s, they are the want-to-be-perceived-as-successful people
8. 2. Finding insights
Research tasks
Focus group
2 respondent groups (Students & Office staff) aged 18-25, urban, frequent coffee users (>= 3
times/week)
Part 1 – Consumer truth about
lifestyle
Questions about daily routine of respondents,
their study/working habits, their relationships
(family, friends)
Dynamic students will spend a reasonable
amount of time for study. Besides, they will spend
more time on extracurricular activities/ part-time
jobs (stay up late, wake up soon)
They spend much time on working. Especially
those who have just worked for 1 or 2 years will
use a lot of their private time for work. For
example, stay up late to finish work or enroll in
business or language courses to improve their
technique
9. Part 1 – Consumer truth about
lifestyle
Their relationships
Family
Friends
Even though they still love their families most but
they spend most of the time on home-out social
activities. Even when they are at home, they
rather spend time on social networks to
consolidate their social relationships then chit
chat with family members
They feel responsible for their families. However,
It’s just their material contribution to family daily
living expense. They still hesitate to share their
personal life, personal thoughts with their family
members.
10. Part 1 – Consumer truth about
lifestyle
Their relationships
Family
Friends
5-7 closed friends. Their friends have a big
impact on their thoughts and their decisions.
They maintain this kind of relationship via
facebook, cellphone messages. More important,
they have a “secret jealousy and competing”
towards their friends’ achievements.
2-3 closed friends. Their friends have a big
impact on their thoughts and their decisions.
They usually compared themselves with their
friends & use it as their motivators to move
forward & be better.
11. Part 2 – Their behaviors towards
coffee category
2 circumstances: they need coffee as a wake-up
pill to work late at night; when they need a
moment to think
When? Because coffee creates a space & time to think
thoroughly (coffee truth: slow you down, you
Why?
cannot drink a coffee cup in 1 shot due to its
Taste?
bitterness and condense)
They like coffee’s odor but feel uncomfortable
with its bitterness. Together with odor, they
believe that coffee would be much more
wonderful thanks to coffee’s sweet & fatty flavor.
12. Part 2 – Their behaviors towards
coffee category
2 circumstances: they need coffee as a wake-up
pill to work late at night; when they need a
moment to think
When? Because of coffee’s functional benefits, they feel
Why? awake and fully concentrated to complete their
work better & faster.
Taste?
They are fine with coffee’s bitterness. They even
choose Espresso or black coffee cause they think
it will have a bigger & instant impact that helps
them awake and focus immediately.
13. Part
Their concerns: price, flavor, adverts,
recommended by friends
They rarely drink coffee at home, mostly at
coffee shop.
3 – Their behaviors towards Favorite brands: G7 & Nestlé, because they have
current coffee brands interesting ads which raise their curiosity to try. If
the quality is acceptable, they will continue
using it.
Coffee consuming habits & their thoughts
Their concerns: flavor, adverts, recommended by
friends
They frequently drink coffee at home, at office or
even coffee shop, wherever related to work.
Favorite brands: G7 & Nestlé, because they are
tasty and provide qualified functional benefits.
14. 2. Finding insights
Research tasks
Quantitative research
A questionnaire on 84 young adults (18-25), have a habit of hanging out with friends and those often choose coffee
shop as a place to hang out / study.
1. 60 of them are male, only 24 female taking the questionnaire.
2. 35% of them have a loyal instant coffee brand among that, their purpose of drinking instant coffee is
+ 85% to stay late at night to study for exam
+ 65% to stay late at night to watch football
+ 30% to stay awake in the morning because they have to study in the morning
+ 20% just because they like the taste of instant coffee
3. Among those who take instant coffee, 76% choose 3-in-1 thanks to easy-to-drink taste but good smell and the
effect is still good.
4. The brand awareness and action of this audience
Aware
Like
Alread
y used
Regurla
y use
Loyal
fan
85%
34%
Coffee
Bean
100%
67%
100%
78&
Urban
Station
80%
67%
17%
5%
--
34%
34%
7%
65%
32%
--
--
--
17%
17%
--
2%
12%
--
--
--
2%
--
--
--
--
Phuc Long
Highland
65%
34%
Trung
Nguyen
100%
34%
92%
62%
Passio
Vinacafe
92%
85%
G7
15. 2. Finding insights
Research tasks
Quantitative research
5.
When asking to arrange to priority of the things in their life in the scale of 5, here is the mean
1. Career – 2.4
2. Family – 1.8
3. Social life – 4.1
4. Social status – who I am – 3.2
5. Money – 2.7
When asking to agree or not to the statement, the audience can rate 1 to 5 (strongly disagree to strongly agree) and here is
the mean
STATEMENT
1. I feel the 18-25 are the most beautiful ages of the life
2. I no need to worry for future
3. A better preparation is good for my career
4. I know that I should focus on my career more than enjoying the world
5. I do not know what to do to achieve success
6. I feel confident in my ability
7. I feel I deserve the best career after graduating
MEAN
3.7
1.2
3.1
2.9
4.0
2.5
1.6
In brief, the youth is not really self-confident in career foundation and they acknowledge that they need preparation but
they still prefer the enjoying-the-moment lifestyle since they do not want to miss anything in this life. Career has never
been their top priority but it is potential to be a big concern of them.
16. 2. Finding insights
Potential insights
Insight
1
Insight
1
I am exhausted, I want to
give up but I cannot
Insight
1
I have to move forward, I am
afraid of missing opportunities
if I stop for a moment
What they say?
I want to show my masculinity
why they say?
Being admired by girls is my
biggest trophy
I want to give up for a moment but still have chance to
take it back. I want to escape for a minute and then
comeback with a full-energy me
Insight
1
why they
did?
I want a drink that can give me an experience
journey: I walk in that journey like a boy and walk
out like a man.
17. 2. Finding insights
Potential insights
Insight
1
Insight
1
If I have a background like him/her, I
would be more successful
Insight
1
I think I can do anything, if I
have condition
What they say?
Sometimes I neglect my
family though I know they are
most important to me
why they say?
They desire belonging to a
social group more than to be
with family
A drink give me the motivation and full possession to
make the big thing though I have a normal
background.
Insight
1
why they
did?
My family is the key purpose of my success, I desire
a drink give me a remind of that.
18. 2. Finding insights
Recommended/ selected insight
I desire a drink that reflect my passion and 100% focus on what I am doing so that I
can imprint myself
Context: The Youth nowadays is facing with many opportunities and they are easily
influenced by others. So that they don’t know which way they should go, wonder
themselves and scare if they made a wrong choice
Solution: Our brand inspire that No matter what you do, but how you do it is the
most important thing. Keep going and you will get what you want
19. 3. Brand ideation
Proposed insight
Youth is the best time of life, we should make use to enjoy every moment of life.
But, in fact, the period from 18 to 30 is an extremely important and prerequisite step to build
foundation for your career success that men should focus on. Then you can truly enjoy life.
Insight: I know that youth is my big chance to build foundation for my success, it’s a big and
smart sacrifice for life truly enjoyment, so I need a drink that understand and accompany
with me.
20. 3. Brand ideation
Brand positioning
The best coffee for the youth from 18-30 years old, heavy coffee drinkers that
authentic and strong to give you the really strong coffee taste (which awake you)
because We make coffee at place from authentic coffee beans
21. 3. Brand ideation
Brand key
1. Root strengths: the authentic Vietnamese coffee brand created for the young generation
2. Competitive Environment:
-
Take away coffee: Phuc Long Coffee, Passio,
-
In instant coffee market, the biggest market share is own by Trung Nguyên (26,3%), followed by Vinacafe (22,8%)
and Nestlé (21,7%).
-
In pack coffee, many competitor brands such as Trung Nguyên, Phuc Long, Starbucks, Gloria’s Jeans, The coffee
bean and Highlands.
3. Target: The Vietnamese Young individuals
- 18-25, BCD income, still study or start to work
- Frequently use coffee (3 times a week), loyal or loyal-able with a coffee brand
4. Insight: I know that youth is my big chance to build foundation for my success, it’s a big and smart sacrifice for life
truly enjoyment, so I need a drink that understand and accompany with me.
5. Benefit: The most effective coffee that can wake up the sense of responsibility of the youth.
6. Values, beliefs and personality: inspiring, passion, enthusiasm, authentic, young but mature and masculine
7. Reason to believe: The original purpose of establishment is for the youth and the ability to awake people with the
authentic coffee.
8. Discriminator: The drink wakes the mature responsibility of the young to create real enjoyment.
9. Essence: Focus for your career foundation
22. 4. Communication Big idea
No pay, No gain
Đường dài mới biết ngựa hay
Sacrifice youth
