Liho mbs brand profile guide

V.17.2

LiHO @ MBS

BRAND profile •

品

牌

简

介

•

brand profile 品牌简介

• • • • • • • •

brand concept social media profile social media campaign proposed store concept our store concept brand design & collateral 2018 working plans why liho?

Brand concept

Brand story In short, LiHO 里喝 means, “how are you?” in the Chinese dialect — Hokkien. Hence, what we are trying to achieve with this brand and the name LiHO, is to show that despite the differences in language, culture, beliefs and habits among different races in Singapore, a simple greeting of LiHO can bond us together and that is what LiHO signify – a proud Singapore kiosk tea beverage brand that every Singaporean can relate to.

our Signature beverage A good cup of tea can leave us reminiscing about the taste. And we at LiHO believe that a good cup of tea topped off with our Cheese will leave you surprised, delighted and craving for more. Hence, LiHO is founded by a belief that delicious cheese tea & beverages should be available to everyone conveniently anywhere, anytime.

Brand slogan: SAY CHEESE! SAY CHEESE! — besides having Cheese teas and beverages as the main reason for the slogan, it also bring smiles and cheers for a photography everytime. Thus, bringing the people and world closer with our quality tea and beverages.

3

Social media profile

We have our online social media presence in Facebook and Instagram based on the majority of Singaporean digital usage. Below is the summary of our existing social media platform statistics.

76,748

3,656

followers

follwers

Average likes

119 page likes

100.3 post likes

average reach

5,533

2360

average impression

10,580

1533

gender

18% age range

82%

18-34

30%

70%

18-34 As of October 10, 2017

4

social media campaign

In order to communicate the key messages to our audience, social media marketing is an effective and efficient way for lead generation.

With 77% of Singapore's population being active social media users, our focus on social media marketing helps to maximise the boost of brand awareness and drive sales of our new beverages in local market.

Pre-launch In order to hype and increase the awareness of our new beverages, we would craft out teasers, contests to connect with the audience by sharing their comments and keep the conversations on with new hastags. Of course! Free prizes will be given to the winners.

From left (clockwise): LiHO Avoparty Tasting contest • 'Guess the LiHO' contest • D-1 teaser for Summer Passion Refresher

5

social media campaign

1

After rallying our fans' support and attention with our pre-launch activities, we would move on and initiate our planned marketing strategies.

campaign launch Every campaign starts off with the creative concept: the story behind and the inspiration of our very own creation.

Ultimately, we always strive to research and develop our very own local beverages to satisfy the craving of LiHO fans.

From top (clockwise): LiHO Signature Cheese Tea • LiHO Avo Party • Summer Passion Refresher • Handmade Peony Pearl

6

social media campaign

2

With the implementation of multi-channel marketing, we are constantly engaged with our fans and reaching out to more prospective customers at an increased frequency.

Our channels Below are the channels that we focused on: • Social Media • Digital & Print ads • Live events • Radio • Brand Collaboration

3

Our promotion Align with relevant offer, we seek to resonate with our fans and customers to get their attention and continous support of our brand and beverages.

From top left (clockwise): Tea Games 2017 • 'Where's LiHO' • Buy 1, 2nd Cup 50% off • #SG52liao promotion • Sqkii Mouse Hunt • Puma Night Run 2017

7

proposed store concept

Pop Art Colours and Prints Concept

1st and only in Singapore High Tech Tea Dispenser Only at MBS

New Tearister Uniform

Counter Design Concept White w Red dotted prints

Tea Leaves Display

8

All LIHO’s outlets with our customers in mind; featuring a clean and simple industrial feel with an open kitchen concept so that customers can see all their beverage bring prepared. Outlets also have a phone charging station that customers can charge their phone while waiting for their drink being prepared.

Store Concept 2

our store concept

9

brand DEsign & collateral

10

Our design and brand collaterals adopt a pop art style of modern art that feels fresh, fun and free. Primary brand posters use famous world paintings that people recognised and added a bold and refreshing twist to capture attention. We hope to bring a smile to people while enjoying our

2018 Working Plans

• HPB endorsement for Healthier Drink by 1st Jan 2018.

• To be listed in Michelin Guide 2018.

• Participation of Singapore Day in overseas.

• Participation of Singapore Tourism Board MICE Trade Show to upsell the unique Singapore Beverages to MICE Event.

• Launch of Customer Relation Management system.

WHY LiHO?

• Home Grown International Brand with outlet set to open in Hong Kong (open in Oct 2017), London (opening in 2018), USA and more countries • Potential consideration for STB endorsement to consider entertainment point for Intergrated Resort (We are the only home grown brand) • Potential collaboration cross advertisement with MBS at our 89 outlets in Singapore • Special rate for MBS members / Staff (Exclusively for MBS only) • Potential collaboration with MBS MICE team to offer special beverage rates for MICE Event 11

Royal T Group Pte Ltd 203 Henderson Road #08-03 Singapore 159546 (65) 6273 7633

12