Social media and media ad marketing plan for 0 degree green tea in 2012

Within the social media marketing – this project will go through the information about the activities of online users interact with social network, the budget and ROI when you spend mone

ACKNOWLEDGEMENTS

Firstly, I would like to thank my tutor, Dr Hoang Thi Phuong Thao for the support and advice, continuous guidance, has kept me carrying out my thesis Without such guidance and assistance, I could not have finished my thesis on time

I would like to express my deep gratefulness to all Professors of Solvay Business School who directly conducted this program to us This course gave

me a lot of useful knowledge about Marketing and Business Management that would help me to keep always on the right track of my professional work in the future

My uttermost thanks go to my study group in MBMM5 class, whom I could get endless experience and mental support; also to my family, colleagues and friends, who listened to my ideas and encouraged me in completing this thesis

The introduction about literature review has supplied a full picture of digital market - it’s enough information to make a digital marketing plan with social media and media ad channels

In general, this thesis meets the requirement for a final project of MBMM program I hereby propose this thesis to be presented to the jury’s board

HCM City, March 2012

Dr Hoàng Thị Phương Thảo

Within the social media marketing – this project will go through the information about the activities of online users interact with social network, the budget and ROI when you spend money on it, which is the powerful social network in Vietnam – all the activities will go together within Fan site Management, Online Contest, Hot Blogger, Apps on social network, viral clips, media sharing network

Within the Media Ad marketing – this project will go through some market analytics to finalize which places is the most effective and suitable for our target audiences, beside that we will cooperate with some third-party to tracking the effect of campaign look for their suggestion and preparing for the production team ready the concept and information for online booking banner

Contents

Chapter 1: INTRODUCTION 1

1.1 Rationale of the study 1

1.1.1 Industry’s Background: 1

1.1.2 Company Overview: 2

1.1.3 Problem statement: 3

1.2 Objective of the study 4

1.3 Scope and limitations 4

1.4 Methodology 4

1.4.1 Data collecting: 4

1.4.2 Data analysis: 5

1.5 Structure of the project: 5

Chapter 2: LITERATURE REVIEW 6

2.1 Digital Marketing: 6

2.2 Social media marketing 7

2.3 Media Online Marketing 8

2.4 KPI for digital marketing tools 9

2.5 Chapter Summary 10

Chapter 3: SITUATIONAL ANALYSIS 11

3.1 MARKET OVERVIEW 11

3.1.1 Macro environment 11

3.1.2 Micro environment 15

3.1.3 Digital channels Analysis 16

3.2 MARKET SHARE ANALYSIS 24

3.2.1 Mass market 24

3.2.2 Youth market 25

3.3 Chapter Summary 27

Chapter 4: THE MARKETING PLAN 28

4.1 MARKETING OBJECTIVES 28

4.2 SWOT ANALYSIS: 28

4.3 TARGET MARKET: 29

4.4 MARKETING STRATEGY 30

4.5 Action Plan: 31

Action plan of Social Media Marketing: 31

Action plan of Media Ad Activities: 41

4.6 Human Resources: 48

4.7 Key Performance Indicators & Budget: 50

4.8 Campaign Controller: 53

1 Websites: 58

2 Books & e-books: 58

APPENDIX 59

The C2 Green Tea become the leader in this segment and it’s big problem for

0 Degree Green Tea when the expectation of THP will let 0 Degree Green Tea

is the leader in all the segment in Green Tea market Vietnam

Whenever making a market analysis, brand team of 0 degree green tea make a decision about this: The retail and good delivery system of THP (0 degree green tea) is the best in Vietnam market (compare to Pepsi, Coca-Cola and C2), nation-wide logistics system will help THP can easily deliver their products very fast and these are exported to all the outlook / mini-store, everywhere consumers can find and buy the THP’ products

Base on the market research from 18-25 years old what are they doing every day: Most of the time they have to come to university and learning, it takes around more than 8 hours per day and after that they go to join in sport, entertainment and enjoy the outdoor activities not only in university, they participate in some clubs, teams and play with their friends to enjoy the activities After outdoor activities, come back home or go to the internet centre

to play game, make friends, finish the exercises … they will spend around 2-3 hours per day for some online activities That’s the plenty of time for us to target to them via online channel and cooperate with offline activities to recruit much more consumers and increase the brand awareness inside this segment via online channel

The most effective tool to do marketing is Digital Marketing – the most powerful and interactive platform for increase the awareness

And because of THP has not done much digital campaigns compare with the competitor they have done lot of campaign year by year to increase the awareness in this market

In this final project, I can’t mention about all the digital marketing tools to do with 0 degree green tea – only look for social media and booking media to analyse and build up a full marketing to go ahead with

To become the leading Asian group in three main business fields: beverage,

instant food, and plastic packaging, Tan HiepPhat has invested to improve

technology, modernize machines, production line Tan HiepPhat is proud of being one of the companies having the Vietnam’s the most modern technology and production lines such as Aseptic fill line, Japanese, European production technology Moreover, Tan Hiep Phat has achieved 4000 staffs, officers who are professional, well-training, experienced, and enthusiastic, strives for the

Recently, Tan Hiep Phat (THP) has become one of the biggest companies in Viet Nam with the high developing growth, and the average growth rate from

2007 to 2010 is 40 % and makes a growth of 10% in labour’s income, always

is a leading company in the Viet Nam’s beverage market

A Digital Marketing strategic plan for brand 0 Degree Green Tea will be proposed to THP in 2012 that it will help reach the sale target and awareness expected percentages (60%)

One of the big problems between 0 Degree Green Tea and C2 Green Tea should be consider about the price and storage All the people can make a calculation about the price and ml of 0 Degree Green Tea and C2 Green Tea, most of the people said that 0 Degree Green Tea is more expensive in comparison with C2 Green Tea but in the reasonable the price per ml (mili-litres) the 0 Degree Green Tea 9,000 VND for one bottle with 500 ml and final

18 VND per ml and same with C2 Green Tea 7,000 VND for one bottle with

350 ml, it tells us about 20 VND per ml Final conclusion about this that 0 Degree Green Tea is cheaper than C2

Taste of 0 degree green tea has been accepted by huge market from 30 to 45 years old – being the leader and good for health dedicated information about that’s mean 0 degree green tea is good in taste But the sale volume of 0 degree green tea in segment 18-25 years old is too low, after considering the final conclusion of this problem is brand don’t have good awareness inside market 18-25 years old, and marketing department have to increase it at much Base on the market research of AC Nielsen (Sep/2011) 0 Degree Green Tea have 40% awareness of market segment 18-25 years old about the market shares is lower than C2 Green Tea – to increase sale 0 Degree Green Tea must

do more marketing activities target to this segment to increase the brand awareness

1.2 Objective of the study

The objective of this study is to bring up the marketing plan to propose for new marketing channel – digital marketing within Social Network and Booking Media Online Activities Whenever this marketing tool is very new

in Vietnam but it’s the most potential tool for reaching to the segment 18-25 years old Within this project I will break down in details the digital marketing plan via 2 main channels Social Network and Booking Media marketing

Being a digital agency of Tan Hiep Phat for Number One, 0 Degree Green Tea the project will focus on all the information which I have been shared by THP Branding Department and their purpose in 2012 and what is the real problem

of 0 Degree Green Tea

Limitation: which a short time for researching, the project just focus on the current market of digital marketing, an overview from marketer perspective and from the agency perspective

All the data inside this project from AC Nielsen / Cimigo / TNS is not date, it was made in 4th Quarter 2011

up-to-1.4 Methodology

The study is based on both types of data namely primary and secondary data

Primary data: In-depth interviews with and some professional in Market

Research field in order to obtain information on the firm’s current situation and their assessment about the current advertising industry’s environment

Secondary data: Data was collected from industry analysis reports, database

from market researches in digital marketing advertising market, newspapers, government offices, internet, etc – sources from AC Nielsen, Cimigo and TNS Vietnam The statistics about the media online booking will be supplied by Google Adsplanner and Alexa which are top 2 tracking tools for website

1.4.2 Data analysis:

Whenever the data will be collected, TNS and AC Nielsen will give the agency some advice and the situation which marketing department of THP have to solve – the analysis data will be done by agency and brand department

of Tan Hiep Phat with the consult by TNS and AC Nielsen

Base on the data information from TNS, AC Nielsen, Cimigo, Google Adsplanner and Alexa, author has made the analysis and show it by charting in this project (which will be noted that Analysed by author)

1.5 Structure of the project:

Chapter 1: Introduction

Chapter 2: Literature Review

Chapter 3: Situational Analysis

Chapter 4: The Marketing Plan

Chapter 2: LITERATURE REVIEW

2.1 Digital Marketing:

What’s digital marketing? Digital marketing is the use of digital sources

based on electronic signal like Internet, digital display advertising and other

digital media such as television, radio, and mobile phones in the promotion of brands and products to consumers Digital marketing may cover the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion

Digital marketing has two different forms: Pull & Push

- Pull: Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and push digital marketing where the marketer sends the content to the consumer, as in email Websites, blogs and streaming media (audio and video) are examples of pull digital marketing In each of these users have to link

to the website to view the content Only current web browser technology is required to maintain static content However, additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic

- Push: Push digital marketing technologies involve both the marketer as well as the recipients Email, text messaging and web feeds are examples of push digital marketing In each of these, the marketer has

to send the messages to the subscribers In the case of web feeds, content is pulled on a periodic basis (polling), thus simulating a push Push technologies can deliver content immediately as it becomes available and is better targeted to its consumer demographic, although audiences are often smaller, and the cost for creation and distribution is higher

- A bold look on the digital marketing includes:

Figure 2.1: Digital marketing channel

- Source: Marketing budget in Digital (report in 2010 – source from Click Through)

2.2 Social media marketing

Definition of Social Media Marketing: Social Media were created by all the people (users, member, content collector, user generated content…) by some online tools: Blog, Social Network, Forum… that will help the others people find, search and share information

Social media will help to change from traditional communication (announcement from the newspaper or the big organization) to any others one and it’s more interactive from every one Social media become one of the most important communication platform directly interact with economics, social, political

2.3 Media Online Marketing

Booking Media Banner becomes the most popular channels inside digital marketing plan which takes around 40-50% total budget and drive the highest traffic to the campaign site Within this project we can go through the digital top publishers in Vietnam market and research about Booking Media in Vietnam

Media Online Banner Marketing have the structure about cooperation include:

Figure 2.2: Operation flow of Media Online Marketing

Source: Summarised by Author

Within the above process, the flow to support for booking media includes 5 steps as follows:

Website Tracking Agency

- Step 4: Within the campaign running Agency send the banner and all the report information to Tracking Agency for their evaluation and revise to make sure all the performances getting is valuable

- Step 5: Agency collect the report and send it back to clients for their revise with website tracking agency

2.4 KPI for digital marketing tools

Social network fansite (example: Facebook Fansite)

interactions where the most effective information will come from: Like Times, Comment Times, audiences break down (age, location, Countries, New Feeds )

Local social network fansite (example: Me.Zing.vn)

Fansite interactions – the same information with Facebook Fansite – but the age and interactions of Me.Zing.vn focus more on games on that platform

Forum Seeding Activities: seed the content of brand to

the qualified forums to interact with members of that network, beside that the brand can gain more information on Google Search Engine when this activities work well

Social influencers: Increase the belief to the brand

using the influencers talk about brand and campaign of will help to increase the liability more people know about this information, it’s useful and good for future reputation of brand

o Booking Media Tools consist of:

Impressions from the banner on website – times

visitors of that website see and read the information on

banner – it helps to increase the awareness of brand and attract visitors

Clicks from the banners and go to the microsite – after

number of times visitors see the banner, they will click

on it to view more about the information of banner – that’s the opportunity for brand to be introduced to more people Come to their mind and recruit to remember about the brand (Top Of Mind)

CTR: Click Through Rate – ration between numbers of

impressions per one click

Times of mouse hover – when users see the banner

(impression) they hover their mouse on it but it’s not sure they will click on it – at least the marketer can measure how many person question about the banner’s information and it’s not attractive enough for them to click on it

After introduction, the campaign need to look for the control and how to measure it

Chapter 3: SITUATIONAL ANALYSIS

to solve the problem and all the developed countries have the others have to take very high inflection – the Vietnam Government has announced about the bad news for all the Vietnam company about this and they will support to 4 group of country just like “medium and small company”, “Food and Beverage” and more That’s the reason why 0 Degree Green Tea want to take the market share from the competitors but the expectation about the revenue is not higher than 2011, it’s really hard to get bigger when the economics have

so many problem inside and everyone will have to wait up to 2013 for new challenge and changing in economics

Figure 3.1: Percentages of budget for digital marketing

Source: Digital marketing Cooperation of Vietnam (Summarised by Author)

In this chart, this tell that >80% company invest to digital marketing higher than 15% total marketing budget per year – it’s very different in last 5 years where digital marketing takes only 5%

Listing case studies: in 2010 P&G invest to digital marketing plus 10% equal

to total budget for marketing and Coca-Cola takes 6.6% total marketing budget and invest to social media marketing (one channel of digital marketing)

Social:

And inside 32 million people vnnic can show about how many percentage of them is come from 18-25

Figure 3.2: Percentage of internet users

Source: Cimigo Report April-2011

Within 32 mil Vietnamese have used internet before, most of them is from

15-24 (95%) will go to internet and 0 Degree Green Tea can pay attention to the frequency of them – they go to the internet with the very high frequency (according to market research result of Cimigo)

Figure 3.3: Percentage of frequency using internet of Vietnamese

Source: Cimigo Report April-2011

According to the information above – we can make a conclusion that we should go digital marketing if we really want to reach that target audience According to our target audiences from 18-25, what are they doing when they

go to the internet?

Figure 3.4: Behaviour of internet users comparison

Source: Cimigo Report April-2011

Technological:

Figure 3.5: The increasing of internet users of Vietnam

Source: VNNIC – April 2011

In Vietnam, number of internet users increase very fast every year, in 2010 nearly 27 million Vietnamese have used internet before and in 2011 it increases to 32 million people This is the very potential market when so many people use internet every day and find out all the useful information via this channel

Law:

Beverage and Food is supported by Government Vietnam in 2012 because of this industry is very potential for development and it must be one of the most important brands to attract the investment from the company outside Vietnam That’s the positive point for considering in 2012 when this industry is very high potential every time Government has made some special support for B&F – Tax, Import/Export Material, and Marketing Activities Approval, Events, Logistics System

3.1.2 Micro environment

Inside THP Cooperation belong to 0 Degree Green Tea, we have spent ~100

billion VND per year for all the marketing activities And the others activities just like sampling, events, sponsor the 0 Degree Green Tea has done every month, all of it brings up the benefits to be the leader of mass market where 0 Degree Green Tea cover most of the market share and the profit is very high Every year, we have some occasion activities to maximize the awareness and sale volume – promotion at the end of the year (Christmas, Happy New Year and Happy Lunar New Year) it brings to us much more sale volume and the sales volume will be increased at summer when all the Vietnamese feel hot and tired about the weather, 0 Degree Green Tea is dedicated to release tired,

refreshment and good for health, that’s the reason why THP will push sale on

summer period of times

Figure 3.6: Five Forces of Vietnam 0 Degree Green Tea market

Note: The circle with full black is the fully effective and blank is no effective within that force

Potential

Green Tea Market

Coke, Energy Drink,

Customers Suppliers

Import direct from

Headquarter

Good retails system and reach to the customers very easy for 0 Degree Green Tea

Much new entrants join

in this market and they

expect to get market

share

Coke, Pepsi, Sting expect to get the market share from Green Tea at much

3.1.3 Digital channels Analysis

The objective of the project is: Increase the awareness from 40% to 70% in

segment 18-25 years old by Digital marketing include “Multi-Channel

Communications”, we will analyse 2 most powerful digital marketing tools:

social media and media ad, it will drive huge traffic to your fansite / campaign

site where users will know about your product and campaign – increase the

awareness in the fastest way

How can the brand team go through a digital marketing?

Figure 3.7: Process of digital marketing planning

How to build up the good concept and idea for digital marketing campaign for

0 Degree Green Tea in 2012?

- Innovative Technology: very different from the traditional marketing

tool – the change and new inside the entire digital platform happens

every day! It can come from publisher, platform, new engine, new tool,

new facilities or new operation, all the digital agency or digital supplier

need to R&D and implement that technology as soon as possible to

create the different – THP will have to find the Innovative Technology

idea or agency to support for this case

- Great content idea: base on social media platform, one big idea can

be known very fast by so many people and it will become popular in a

very fast way and save more cost – Brand Team will have a brainstorm

when the campaign go on the way of preparing

- Perfect planning with best cost (highest KPI): the entire project the

client hopes that it makes to become successful and reach to the main

purpose of the campaign When you can offer best services and great way to reach target with save price – it’s one of the main criteria to go ahead with

For this scope of the project, there will be research more about Social Media

and Media Ad Marketing Base on the report of Cimigo, we will have some

information about Social Network Vietnam – nearly half of internet users have already visited forums, blogs and social networks Daily usage is the highest for social network (15%), whilst forums and blogs are visited on a weekly basis more often An average user takes a rather passive role in blogging; whilst 30% have visited blogs, only 20% have actually written a blog themselves The same pattern is observed for forums: 50% have already visited a forum, but only 18% have actively posted in a forum

The majority of internet users below 25 have already visited a forum, blog and social network, usage is about 50% higher than older age groups The main difference between age groups lies in the active contribution of content to the internet; users aged below 25 years old are posting in forums and writing blogs three times as often as those to users aged 25-65 years old

About the gender, females are writing and visiting blogs more often, whilst visiting and posting in forums is more popular with males Also social networks are used by females more often

Chart 3.7: Percentage of purpose to social network:

Source: Cimigo Report April-2011

In Vietnam market, we will have a full picture about Social media in viewing the information below – source was collected from the report of Zing, Go.vn, Facebook, Google:

Chart 3.8: Total users vs Total Active Users on popular social network:

Source: Analysed by author

First we compare about the users and active users: besides some big social networks above – we have some more just like: truongxua.vn, Yume.vn, tamtay.net… but we have not mentioned it here because it has lower 1 million active users per month – it’s not potential for us to do the marketing campaign

on it

- Zing is the top in number users of Vietnam market – but it’s not the

users only for Zing Me – all the users of this network can use all the services / products of Zing and Zing Me is one of biggest services come from Zing That’s the reason why the active users only on Zing

Me are not really high compare with the total users who have already registered Although all the positive and negative information about Zing Me Community, we have to confirmed that Zing is the biggest community in Vietnam and the development of Zing has increased day

by day and it’s always the most potential network for any social media marketing campaign

- Facebook is one of the real social network, they are not only

successful in Vietnam, facebook is the global social network with the 800+ mils users and in Vietnam they have 4 mils users and 90% of them active monthly! Being the 2nd social network in Vietnam, facebook is on the way to become bigger every day and potential to be the leader of Vietnam Social Network

- Google Plus (G+) is similar to be the same with Zing Me about the

community, most of Vietnamese have Google Account (90% of it come from Gmail Services, Storage, Document, Web Management, Youtube) All the people who have Google Account can sign in to Google Plus Social network, connect with friends not only in Vietnam, they can easily connect with global network Depend on it Google Plus

is only 4th social network in Vietnam with the active users per month is not really high compare with Zing and Facebook

- Nhaccuatui – being the second entertainment website (after Zing)

Nhaccuatui has huge visitors every months (11+ mils) but most of them go to Nhaccuatui for listen to music and view Music Video, but now Nhaccuatui always cooperate with brand and some famous digital agency to build up big online events for their users – very new case and potential for their brand and for their users to join in and enjoy it The total users and monthly active users help Nhaccuatui become 3rd

upload/download/create playlist and join in some online activities via this channel

Second we compare about the ages of 4 top social networks:

Figure 3.9: Group ages analyse of popular social network:

Source: Analysed by author (Data from social network)

Depend on the charting above; we will have some conclusion for the social network in Vietnam market:

- Zing Me is the leader of the social network and we can see that our

target audience (18-25 years old) take around 40% of total users on Zing channel) – it’s so potential for us to go some campaign with Zing

if we want to cover the users on this channel

- Facebook, the same with Zing Me, has 40% of their visitors located to

our target audience and it increases day by day beside that we can consider about the report platform and apps development platform which helps the digital agency can do every things – it’s very potential for some big campaign on it

<13

- Google Plus is one of the most important product from Google but

although the design of Google Plus is very young but most of the users have already used Google Services are older than what they expect, the problem is they are really hard to recruit younger users than what they still have and that’s the reason why users of their system is older than

25 It’s not really a potential social network for 0 Degree Green Tea to develop digital campaign on it

- Nhaccuatui.com is the very high potential network for 0 Degree

Green Tea to develop digital campaign on What they have is good network / server to serve huge users and they have much experience on digital campaign in the past, now they support more activities and technology with the Dev and Account Team

Conclusion: Zing Me, Facebook and Nhaccuatui.com is the highest potential

social network for digital campaign of 0 Degree Green Tea For our target audiences (15-24 years old), most of them read news / search / listen to music, based on this case we can consider to go ahead with some website in this purpose to recruit them join in our network

How about the Media Ad in Vietnam?

Which publishers will become the most potential for 0 Degree Green Tea? And how to make sure that it’s suitable for our target audiences?

The report about internet behaviour from Cimigo and internet using (Top of Mind) from TNS Vietnam will help us to finalize about the publishers which will be inputted insider the digital marketing plan of 0 Degree Green Tea Please find the report below for more information to go further:

Figure: Top website in Vietnam

Source: TNS Vietnam August 2011

We can break it into 3 groups of top websites:

Google is the top website in Vietnam and they have a very powerful service

which can’t be replaced by any other competitor for a long time later, it’s not a service it’s a cultural in Vietnam, in which:

as their search engine and it works really well for all the expectation from searching, all the brand and company hope to have their information on Google at the top 10 results to recruit more potential consumers per month Google Ads becomes bigger every year, it is one

of the most effective media ad channel for digital planning when 90% users who click on the ads are very potential to buy products (how to buy Google Ads will be mentioned later in execution chapter) Our target audiences go to Google and search every for education and research

- Gmail is another service from Google and it supports for company to store their email on that server (with small company it’s for free) with the online commitment 99% and the storage > 7gbs, that’s really being one of the best services for business With the spam / filter system

works really well to help all the users of gmail feel satisfied Standard gmail is for free and >70% internet users in Vietnam use gmail every day to check and send mail (beside yahoo mail) and with our target audiences they use gmail beside yahoo mail and Zing mail That’s the reason one all the Vietnamese has at least 3 accounts on top 3 networks (Zing, Yahoo and Google)

services for business to track their online campaign, manage the performances of their website and share internal file with the internet

in the safe and most convenient way But it’s not target to our target audience and we don’t mention it here

We can break some list of website to go further with and belong to the location we will have the details table below for reference when go through the strategy of media ad campaign:

Table 3.1: List of website potential for 0 Degree Green Tea audiences

Network

Sources: Summarised by author

To cover the market in both South and North of Vietnam, target to the 18-25 years old and focus on top website base on some favorite categories which were evaluated by TNS, Cimigo, Google Adplanner and Alexa, we have to add in the entire website above to our media ad marketing plan to go further

Figure 3.11: Mass market share of big brand in Vietnam (Green Tea market)

Sources: AC Nielsen Vietnam – September 2011

The market research of AC Nielsen gave a bold look about the market share

Green Tea where 0 Degree Green Tea is the leader and take > 50% market

The runner-up and third place of Green Tea market is C2 and Lipton – it’s

very good news that 0 Degree Tea is the most powerful brand and in reality 0

Degree is the brand which gain the highest revenue for THP in last 2 years

Changing the drinking behaviour of Vietnamese where most of them drink Coke or Fresh Water but don’t pay attention about one drink it’s healthy and refresh – release tiredness for being better to enjoy the life With the beauty of design and taste of 0 Degree Green Tea familiar with Vietnamese this is the

55 25

10 10

Market Share

0 Degree C2 Lipton Others

most potential to develop in Vietnam market beside Number One (Energy drink), Ben Thanh Beer (Beer) which are not really successful of THP for a long time

Very different from Mass Market, Youth Market is the weak point and very potential for 0 Degree Green Tea to reach and get the market share to become bigger in Vietnam market Take a look on the Youth Market we can easy to realize that for 5 years being successful most of the target audiences who drink

0 Degree Green Tea every day become older and new youth replace their place but now most of them don’t take a look on TV Media, Print, Radio – they join in the online activities / social network and that’s the reason why THP lost the awareness of this market although they are so powerful for a long time

Reference the information of AC Nielsen about Green Tea market from 18-25 years old, we can guess the information about the C2 and 0 Degree is very different – the leader in this market is C2 and 0 Degree Green Tea is the runner up with the market share is very small compare with the market share for mass

Figure 3.12: Market share (18-25 years old) in Vietnam (Green Tea market)

Sources: AC Nielsen Vietnam – September 2011

In brief, we have to do the digital marketing and increase the awareness inside

market from 18-25 years old for 0 Degree Green Tea, within the best logistics

and taste for Vietnamese – we have to make the decision to increase awareness and top of mind connect to increase the sale volume If we can do

it, sale volume will be increase fast and market share of 0 Degree Green Tea from 18-25 years old will be very different from now

How to consider about the product, we can see the model below to go further with the opinions to develop this brand in new segment:

Figure 3.13: Pros and cons compare with competitor (Green Tea market)

Source: Analysed by author

Compare with competitors, 0 Degree Green Tea has:

- Strong Point: Good taste (Good quality), good distribution network, TOP brand in Vietnam market

- Weak Point: the consumers consider about the price, although within big bottle (500 ml) consumers feel that with the highest price 0 Degree Green Tea is a little bit higher than the others one (C2, Lipton)

Great brand reputation will helps 0 Degree Green a lot – but now in very new segment they have to focus to do much more to get the market share

0 1 2 3 4 5 6 Design

Price

Brand Taste

C2 Lipton