12/28/2013

BRAND TASK - BRAND ESSENTIAL ASSIGNMENT

AGENDA 2

Project Finding
4
Background Insight
1 Brand Big
3 Ideation Idea

1
 12/28/2013

Vietnam is now the second largest coffee exporter in the

world 25.47 million bags of coffee/year, right after Brazil
(28.26 million bags of coffee/year). There are now 2 main
Project kinds of coffee in Vietnam: Robusta (95%) & Arabica (5%)

Background Roasted coffee (coffee filter) accounts for 2/3 of the amount
of consumed coffee. The rest is instant coffee. According to
the study of the I.A.M Marketing Institute on the coffee-using
behavior, 65% of the consumers who use Vietnamese
coffee drink it 7 times/week, most of them male (59%); while
21% of the consumers drink instant coffee 3-4 times/week,
most of them female (52%).

According to one Mintels survey on Vietnam & other Asia

countries coffee markets at the beginning of 2013, Vietnam
now mostly owns the concept of real coffee. In the same
year, the two business giants, Starbuck & Dunkin Donuts
also enter the Vietnamese market.

Vietnamese have a huge demand on coffee but it still has

not been consumed very strongly. One of the main reasons
is that the coffee products are still simple.

Key
information to
find
1. Favorite brand &
why choose it
Finding Insight 2. The most
Marketing
Research Brief Objective
important factor
18-30 coffee
To build brand that make them
drinkers BCD
idea for a new choose 1 coffee
Coffee brand brand over big cities
aiming at others (taste, drink cf 3 times
youngsters, 18- image) a week
30, living in big Sub-analysis by
cities, drinking 3. Motivations
/reasons to drink brand loyalty, age
Back coffee 3
and location:
times/week Action coffee
ground Objectives Respondents Loyal to one brand
Research Standard 4. Problems in life Requirement vs. un-loyal to any
Objective 5. Viewpoints on brand, 18-22 vs 23-
To understand their own life 30, Hanoi vs HCMC
Targets coffee 6. Viewpoints on
drinking the living Minimum sample
behavior & environment size
tensions 7. Dreams/desire 10 people/group

2
 12/28/2013

HCMC Hanoi

2 Focus 10 in
Groups 5 in depth
depth Desk
18-22 and interview
interview Qua reseach
23-30 Via
Via On
Each -lity Facebook, 2
Facebook, 5 behaviour
Finding Insight contains
loyal and un-
loyal
18-22 and 5
23-30
and attitude
18-22 and 3
23-30

Research Tasks

1. Their favorite brand and why they choose it

2. The most important factor that make them 1. Their problems with life
choose one coffee over another (taste, 2. Their view on their own life
strength, image) 3. Their view on the environment around
3. Their motivation to drink coffee/ the reason 4. Their desire/dream
they drink coffee

Insight Insight

Quan-
tity

Behavior life
Hc/lm u?
C hc/lm ngoi cty/trng ko? Hc/lm u? Thch v nh hay ra qun? View on themselves:
Rnh i chi u? Chi ci g? Chi bao lu? Chi vi ai? Chi vui hok? C thy bn rn ko? Hay b rnh y?
Hng ngy thch ung ci g? C thch ung coffee ko? Dy my gi? i ng my gi? Sao ng tr th / Sm th? Sao dy sm th / tr th?
Finding Insight K cho mnh 1 ngy typical ca bn ih?
C gu cha? Hay i chi ko? Hnh phc hok? Th l chia tay th bun ko? Tng
coffee tng s lm g?
Question flow What
Ung coffee nh t pha hay ra qun?
Ln gn nht i du lch l khi no? Vui hok? i vi ai? i lm g? i u?
K 1 k nim vui nht ca bn ih?
Nu nh mua coffee u v? loi g? (bt, ht, ha tan, lng) Loi y c g hay K 1 k nim bun nht ca bn ih?
hn loi khc? Ko k dc ? Ko c ? Hay nhiu qu ko chn dc? :D
Nu ra qun ung g? (sa, en, hng, phin, xay, nng, lnh) Nu khng c ci Ti sao chn hc/lm y? thch khng? B m ng h ko?
y ung ci g? Ngi thn nht l ai? Ti sao? Ngi thn th 2 l ai?
Ung khi ang lm g? (hc, chi, lm) Khng c caf trong lc th ung ci g? Hay chia s vi ai? Ti sao ngi y?
Hay phi l caf? Nhiu bn hay t bn nhng thn? Ngh xem ti sao ngi ta thch mnh?
When
Ung bui no? Bui y khng mua c th ung bui khc hay thi? View on environment:
Ung bao lu? qun ung ht ri i v ? Khng v th lm g? Bn thn thng n t u? Trng, cng s, gia nh?
Who Ti sao khng thn 2 ch kia?
i ung mt mnh hay i vi ai? Cng s/trng ca bn c vui ko? C p lc khng? Vui nht l g? p lc ln nht
Khng c ngi y c i ung ko? Sao th? ^^ khi no?
Where Bn c s dng facebook khng? Nu khng, ti sao? Nu c, 1 ngy bn post trung
Hay i ung qun no? Hay ung nh ? Sao th? bnh bao nhiu status, ni dung thng xoay quanh vic g? nhiu like khng? C
Nu tt c cc hiu u gn nh th i ci no? Ti sao? Khng c ci y c ung tng tc khng hay post y? ^^
ci khc ko? C bit JV, He always smiles v Ph c bit ko? Thch nht ngi no?
Nu tt c cc hiu u xa nh th i ci no? Ti sao? Khng c ci y c ung ci Bn c thn tng ai khng? Ti sao?
khc ko?
Why Dream
Ti sao khng ung ? Nu n bn v ngon hn / gn hn / thay i hnh nh? Th Hi b thch lm g? gi cn thch khng?
c ung ko? Nu khng lm c ci y th lm g? ti sao chn ci y?
How Ti sao bn thay i c m?
Lm sao m bit c ci hiu y? B m c nh hng n la chn ca bn khng?
Ci g thu ht bc vo t lc u tin? (1) Nu c t do chn th chn ci g?
Ci g lm quay li? (2)
Nu n khng c ci (1) hoc (2) c ung ko? Ko th ung ci no?

3
 12/28/2013

THy (19-HN) Thnh (19-HN) Phc (19-HD HN) Gip (28-HN) BD (24-HN) HV (23-HCm) TN (21-HCM) MN (25-HCM) Thy (19-HN) Thnh (19-HN) Phc (19-HD HN) TT (22-HN) HV(23-HCM) MN (25-HCM) TT (21-HCM) UB (21-HCM)
B m quan trng nht d ko thy mi th kim sot c th u
Cuoc C, ln ln nhiu chuyn cn cuc sng xoay life is hard nhng thi positive Tuy thoi diem thay ban ron
What -o nha: instant. thich -phin o cac quan Caf coc le` -phin Trung Quan costa. Quan Chu yeu ra quan uong Hoa tan Trung Nguyen o nha doi
hay chi vs b m
-ght gii tr th ko tm
khng ng s, k c tng lai. Cuc
gii quyt, kh nng ln trch quanh n hc ng, sng kh l trt t v trong tm kim cuc sng l phi fighting for the nh gi cuc sng rt khch
+ Dai Bang trong HCM ko Trung Nguyen va ghi duong Nguyen o quan Uong capu, ko co sua da, latte Thich uong caf den vs sua~ o -thch gii tr l dm th,
dm i
nhim cng cao ht tin b m cho, sot. better bnh thng, ch yu chi vi bn b,
-a dua, nhung co tot co xau sng b x Quan im: khng ai hi lng vi
where thay chu TRung Nguyen -o nha tu pha, thi latte (quan ngoi lau, wifi) quan vi ko pha dc
Thuc dung, the hien minh tieu cuc sng hin ti ca mnh c, v quan v hiu l "ci g cng c
maccoffee -thi thoang o nha. que man glen (quan nhac hay, quen) cuc cng k nn c s hi lng ny. Sng nhng li khng c mt nim tin chc
-ra hang uong phin Trung Nguyen Thi thoang o nha uong -chi bi, t m l phi lun hng ti nhng iu
--su nghiep quan trong, ban be better, v hnh phc l khi bit ci gi ca n", lun ht mnh
mocha,latte G7
vui choi tot..nhung nha` van la mnh vn lun chy, lun hng v chn. Khng chia s vi ngi ln, cm
nhat pha trc cho nhng ci better. C
-ban be choi than vi chia s dc nhiu t nhng ci mc, c gng, vn vi cng vic, bn b v gia nh
Who Me mua. Thich co nguoi Ra quan vs Ban be Ban be -di vs ban, ko co Ban be Ban be, doi tac Bo me mua iu ti, t mc khc tt hn na. thy xa cch. Ni chung cuc sng ch
c nhiu im chung v chung quan im trn
(uong cung, hau theo gu san~, dc hoac 1 minh Muon pha cho ko di nhiu vn
v khng mun hi tic v bt kz
pha cho, sang tao cung dc nhung O nha bo pha cho, gau xoay quanh vic hc l chnh.
mua cho) ko thuong xuyen vi ban. thich gu caf day
iu g

When Nghi ngoi ca hoc (vui) Thu? Cho biet => Cong viec => A dan~ vao` => Di vs ban keo Cong viec + ki niem vui Trc khi di lam de tinh
Hop clb, networking (di Can cho Lam bai An sang xong, An sang xong, ko nhau vao costa => => cong viec, thu gian Khi can thuc lam viec
lam thi cong viec la Can thay doi ko khi ca ngay ban ron hung thi di ban be
chinh, cafe phu thoi) thi lai quen
Luc lanh.

Bn thn ngi ny l 1 ngi rt vng 1 ngi t tin, lc quan nhng

Ca Mong mun n t

Finding Insight
Why -vi no khac (uong phai ti Ban trai ko uong tra Khi di tu tap, Ko thay Trung Costa ngon hon Mi thm ca c ph) Caf co ko khi, het tuoi Nhan sch
state of mind (v bn ny cng bit iu
), nn bn y iu khin v sp xp
kh l khng dt khot
cuc sng hin gi kh n,
anh ny l kiu ngi strong Cm thy y , bnh thng. L mt sinh vin typical ch lo
-caphe mot, nham nhi, ko uc. sua, ban gai thi phai uong caf ko say Nguyen,rang starbuck, kem Trung Nguyn: gp i ngoi tra sua Ko trung thanh ca cuc sng ca mnh u trong tm
kim sot
cng vic n nh, gu c .
Nhng y khng phi vic yu
Tuy nhin giao tip vi mn th ch c thch nn vn lun mun c c
-brand Dc) the hien -quen quan roi, tho*m +vi ngon ngon hon tc vi sp. C ph kh Uu tien ko gian (ngoi mt x giao ch rt kh m lng. hi c i theo con ng
mnh mun. mind, bit r mnh c g, mnh ging ng ch t thi gian cho vui chi, th thch
-Bao bi quen (hinh anh Ko khi quan mang lai co the doi? Tuy Bean ko nguyen nng, khng gian sc lau, wifi)
tu xua roi) -Trung Nguyen VN ban thuy? mi nghim tc -Trung Nguyen ngon Trung Nguyn: ngh n
thiu g, nn lun t ra lc quan,
chat luong lau nam, Highland: thi quen. (tinh? Ngay, huyet ap
trung thanh Nu c hn bn b th len) quan khac nhu LNV, cht lng tt, khng
-lau nam thi co the ton hn Highland nhau, nhung hoi vui v, t miu t cuc sng ca

Research sang vinacafe, ko sang

nc ngoai
Nghiem tuc
2land ko chon nuoc, cho
ngoi lau
Phuc long quan 7 dat.
gian sang trng, chuyn

nghip

-Starbucks:cht lng ch ra
mnh l "lively", rt bit cch

control v enjoy cuc sng ca

mnh --> kiu ngi hiu r gi

Report
lm saso, n o show off
tr cuc sng nn lun sng trn

Behaviour -Beans: caf m hn c

TN, mang li ng cp, th

Attitude tng giy, dn tm huyt cho

tng vic lm, v chn thnh

hin vic bit thng thc

trong tt c mi quan h.
caf

- Highland: ngh n business,

gi t nhng li k ngon bng Uoc -b mun lm bc cn lun c nhng ng lc t Mong mun TM LI CM HNG BAN tm ra 1 con ng p ng dc
s thnh cng & c ng khc cng
U i vi cuc sng v cng vic. c 2 yu t: Va nhiu tin va
mo s. Dt ha -> b, bn thn, gia nh, mi quan dc lm vic mnh thch. nhn. quan im: s thnh cng ( mong mun va theo ui dc pht biu c m theo quy chun, cm
nhng mun ly h bn b mi phng din) l mong mun
TN, khng gian sang trng & chng bc s Hoi be co nhung ko manh => ln nht. v ngi ta khng th bit
quen l mnh thnh cng hay cha cho ti am m c nhn l khi nghip, thy tha mn vi hnh nh c ba m
-trc mat di du hc, m mang khi ng khc ni cho h nghe l nh
chuyn nghip nhng n o, u c my nc kinh t to vy, nhn nhn - cng nhn s thnh
cng ca h. va c nhn lm vo mt hach nh. --> mt c hi ph v quy
nng ng hn TN
cng ty ln, m bo v ti chun, tri nghim t ph s c sc ht

chnh cho cuc sng sau ny ---> vi bn ny (li xe m t, t tin nh JV)

rt tham vng trong s nghip Mnh thy y c th pick ra 1 ci

insight l khao kht tim tng cho 1 s

Lam gi nghe nhac, viet note, Tan gau~ Nghe nhac, nhin 1 minh thi nghi~ t ph, mnh m, thch thc status quo
game, lam bai ho`, thu gian Nhieu nguoi thi tap
trung cv

Hinh anh Tinh~ tam Ban be, tro

cafe chuyen nu v caf nh 1 con ngi,
-vi dang
th cht lng = human
v qu kim sot nn b thiu ci IN, T tin th c tha nhng khng
Van p lc hc tress v p lc hc tp => trc c Ko, v ch c g phi
being/human nature cn de gu th i vs gu, h th ung c lo ngh nhiu, c
ci lng mn ngng cung, vy nn B
MT CM HNG. Vn c th hon tt
th dt khot la chn c
hng i.
mi vic nhng ko cn nhiu am m
vn ch xoay quanh cng hi thiu mc ch. Cm thy bt mn v
ph => hiu qu 70%, gim bt sng thi, cha gp
nh lc bt u.
phn no nhng m vn cn kh khn g nhiu
hng v l appearance ca phi lo ngh sau y v lin tc vic, s nghip --> in hnh cho ba m quyt nh tng lai nhng khng

ngi
la sinh vin sp ra trng, phn khng. Hc ht mnh v thi quen,

chun b i lm, mi bn tm v trch nhim ch thiu quyt tm.

Quan tam Ham` luong. Chat luong, co bien la ln nht hin ti ca anh ny l Nhng tri nghim { ngha nht li kh
phai dung`. C s gn kt gia CEO ca
phai dung gu, lm sao trau di kin thc tr con. --> Vn thi quen tr con
brand v khch hng (nh
chuyn mn c cng vic tt,
nhng g LNV lm)
lng cao.

The common
Truth
1
Finding Insight
Potential insight

I wanted to be a car I go to coffee shop with my

We go to coffee shop sometimes
racer, but as I grow up, friends, or when I go alone, I dont
just to run away from our dare to do what people around
eventually and according to parents, school work and
my parents, I went to Med me are not doing But I want
everything to, you get it? ^^
school and will be a doctor

Signal Having wild thoughts although they know that they should not

Think wild so what? Everyone has their own wild part inside Reason

It is really unpleasant to restrict the wild part inside. I want a release, immediately in
Insight
thinking

4
 12/28/2013

The common
Truth
2
Finding Insight
Potential insight

I must go to Costa everyday to

I drink coffee to enjoy my day
feel the pace of people I feel like a day is too short :D
around, that wakes me up with friends

What
they I want to enjoy my life more
say
Why
I want to live to the fullest of my moments they
say
Why
they I want my moments to have meanings I dont want to live meaninglessly
did

Insight
1
It is really unpleasant to restrict the wild part inside. I want a release, immediately in thinking

Fundamental Category
Truth? Specific

Finding Insight
Stimulater
Select insight
Deep
Personal
emotional

5
 12/28/2013

Insight
2
I want my moments to have meanings I dont want to live meaninglessly

Fundamental Category
Truth? Specific

Coffee
awakes
Finding Insight all senses
Select insight
Deep
Personal
emotional

Finding Insight
Selected insight

Well go with the smaller, yet more loyal market

Insight
1
It is really unpleasant to restrict the wild part inside. I want a release, immediately in thinking

6
 12/28/2013

24% 21%

TP HCM: 8 000 000

Ha Noi: 7 000 000
18-24: 16% Potential Market size
http://www.gso.gov.vn/default.aspx?tabid=217
~ 18 billion VND/week
~ 864 billion VND/year

7
 12/28/2013

Brand Truth
Brand
Real Coffee
Ideation

Brand consumer
Only the real coffee has the
Insight
I need a stimulation instictive effect of
Brand Essence coffee: strong stimulation,
to kick out the wilderness
out of my mid Stimulate shake up your mind
the

wideness
of your mind

Consumer Category
truth truth
The need to release the
wild part inside
Stimulation

Stimulate the wideness of your mind

Brand
Positioning Provide what Reason to
To whom need believe
Different by
statement
Being the
first in the
Brand Man and market to
Real own the key
Ideation women aged
The release
18-22 coffee with word
of one true, WILD,
mostly in
inner instictive awakening
cities, like
wildeness effect of the
drinking
coffee restrained
coffee
other side of
oneself

8
 12/28/2013

strong Real
Coffee that
wild Understands your
Instictive Inner wilderness

Brand different
Stimulate
key the
Functional: wildeness Being the
Strong, real
of your mind first in
Brand impact
Emotional:
the market to
own the key
Ideation To release
ones
word WILD,
Awakening
wilderness The restrained
side

Theres a wild part deeply inside of me

that wants to break out of the norm

Fierce from strong - ABCD

global and local brands
- 18-22 YO
Direct: Trungnguyen,
Phuclong, Starbuck
Behavior & attitude: drink
Indirect: Zone 1, hot coffee, restrained by the
and cold norm

Real coffee with no additions

Big Idea
advertising
Communication
Translating
Idea
Idea

THINK WILD

9
 12/28/2013

The WILD
Big Idea
advertising
Advertising STORM in the
Translating
Idea
Idea COFFEE cup

We look so calm outside

But inside we hold a storm
Just like you!
Let our storm shake up

Your storm

Big Idea Stimulate the wideness Brand idea

Translating of your mind

Communication
Think wild idea

Ad
idea
The Wild Storm in the coffee cup

10
12/28/2013

11