LUCKY 7
Market value of 13 billion baht
T
K.Tan
T
PROMOTION
K.Tan
T
PROMOTION
K.Tan
T
PROMOTION
K.Tan
PROMOTION
?
T
K.Tan
Brief
Brief Objective - To be the TOP OF MIND brand in the category - To reset customer’s perception about Ichitan Target : 15-25 year olds Period : 18 months
MARKET
BRAND
Tea plus Unif
ITO EN
Puriku
FUJI CHA
PRODUCT
PRODUCT PRICE
PRODUCT PRICE PLACE
PRODUCT PRICE PLACE PROMOTION
More opportunities
Dominance the market
1
More opportunities
Dominance the market
1
Left Oishi behind!
Left Oishi behind!
Left Oishi behind!
Left Oishi behind!
BRAND
K.Tan
PROMOTION
Reasonable Price
ORGANIC
LOW Involvement
SWEET DRINK
BRAND
CONSUMER
d l o s r a e y 5 2 5 1 r e g a Teen e r a h S & w o h S t n e d fi n o c f l e s More
• • •
) M ( t i s a r p l u k g n in A
n a h C . r M ld o s r a e y 2 2 : e g A e k i b g n i d i r : y b b Ho
s s e r d I . s r e h t o e k i l e b o t t t a n h a w w o t d I d n I don' a s s e r d o t t n y a d w n I e r e t lik w e n r o f k e e l s a i I c . o o s d o I want to g out. Addicted t n a h o t place media
Social acceptance
Social acceptance Be outstanding
Social acceptance Be outstanding Be unique
I don't think Ichitan and Oishi is the real green tea
I do not know the different between Oishi and Ichitan
I choose to drink Ichitan because it is tasty and fresh
I want to try new flavour of green tea
In-depth interview 15-25 years old 20 people
DAY IN A LIFE 6.30 - 7.00 AM wake up go to school Online Outdoor (Bus,Billboard) 7.00 - 11.30 AM Study Online Word of mouth 11.30 - 13.00 PM Have lunch Television Word of mouth Print ad (poster) 13.00 - 15.00 PM Study Online Word of mouth 15.00 - 24.00 PM Relaxing time Go back home Dinner Online
6.30 - 7.00 AM wake up Have breakfast Online Television 7.00 - 11.30 AM Tutor Online Word of mouth Outdoor 11.30 - 13.00 PM Have lunch Shopping Television Word of mouth Print ad (poster) 13.00 - 15.00 PM Study Online Word of mouth 15.00 - 24.00 PM Relaxing time Go back home Dinner Online Poster
Online - Facebook - Instagram - Twitter
Television
Word of mouth
Out of home / Poster
Do you prefer drinking green tea? Do not prefer
26.00%
74.00%
preferred quantity research , 15-25 years old 116 people
What is the reason that customer choose to buy green tea?
4% 5% 2% 4% 7% 4% 5% 4%
65%
quantity research , 15-25 years old 116 people
What is the reason that customer choose to buy green tea?
4% 5% 2% 4% 7% 4% 5% 4%
65%
quantity research , 15-25 years old 116 people
Target discovery
Target discovery • Social limitation ,
State , Occupation , environment that obstruct Target market to not fully express themselves.
Target discovery • Social limitation ,
State , Occupation , environment that obstruct Target market to not fully express themselves.
• Express themselves
through social media
Target discovery • Social limitation ,
State , Occupation , environment that obstruct Target market to not fully express themselves.
• Express themselves
through social media
• Ichitan will be the
space for them to express themselves freely
We are the leader brand so we won’t have to follow the other. We have to be different and create a new way of marketing
- Low involvement product - our Strength point is variety taste and fresh smell from organic production - standing out from other brand.
MARKET
BRAND BRAND
CONSUMER
Insight : Everyone want to have their own character to gain awareness and outstanding among other people.
M
B C
M
B C
emotional
M
B C
emotional + Low involvement
M
B C
emotional + Low involvement
M
B C
emotional + Low involvement
• • • • • •
Tasty Friendly Positive Japanese Variety Organic
M
B C
emotional + Low involvement
• • • • • •
Tasty Friendly Positive Japanese Variety Organic
M
B C
emotional + Low involvement
• • • • • •
Tasty Friendly Positive Japanese Variety Organic
M
B C
emotional + Low involvement
• • • • • •
Tasty Friendly Positive Japanese Variety Organic
M
B C
emotional + Low involvement
• • • • • •
Tasty Friendly Positive Japanese Variety Organic
VARIETY
ORGANIC
VARIETY
ORGANIC
VARIETY
Key message Let you express yourself in the way you desire through Ichitan
Creative Idea
You are the unique one หนึ่งเดียวที่ไม่เหมือนใคร
Key message Let you express yourself in the way you desire through Ichitan
Creative Idea
You are the unique one หนึ่งเดียวที่ไม่เหมือนใคร
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Plain bottle Campaign
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Objective
Objective
Objective
To delete the old image of Ichitan and make customer ready to see new image of Ichitan.
Objective
To delete the old image of Ichitan and make customer ready to see new image of Ichitan.
Objective
To delete the old image of Ichitan and make customer ready to see new image of Ichitan. To promote new slogan
Length
Length
3 months
Plan
Plan
Repackaging to plain packaging that customer can freely design their own Ichitan bottle.
Plan
Repackaging to plain packaging that customer can freely design their own Ichitan bottle.
Plan
Plan
Plan
Plan
Plan
Plan
Plan
TVC
Plan
Plan
Plan
Plan instagram
xxxx
facebook xxx yyy
xxx yyy
3,000 likes
2,000 likes
Customer will design and share it on social media
Plan instagram
xxxx
facebook xxx yyy
xxx yyy
3,000 likes
2,000 likes
Customer will design and share it on social media
Plan
Plan
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Use influencers to design and share it in social media.
Plan
Exhibition the best 100 designs from customer
Plan
Exhibition the best 100 designs from customer
Media
Media
Television
Online - Facebook - Instagram
Exhibition
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Character Campaign
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Objective
Objective
Objective
Show your real character through the way you choose Ichitan
Objective
Show your real character through the way you choose Ichitan
Objective
Show your real character through the way you choose Ichitan Promote new set of mascot that will reflex our brand and stay in long term
15 months
15 months
15 months
Length
15 months
Plan
Plan
Plan
We will design a new character for all taste of Ichitan.
Plan
We will design a new character for all taste of Ichitan.
Plan
We will design a new character for all taste of Ichitan. The character will be a simple,cute,cartoon graphic character.
Plan
We will design a new character for all taste of Ichitan. The character will be a simple,cute,cartoon graphic character.
Plan
We will design a new character for all taste of Ichitan. The character will be a simple,cute,cartoon graphic character. Every character have their own personality suite to their taste
Plan
Plan
Plan
TVC
Plan
Plan
Plan
Plan
Plan
Character
Plan
Plan
Plan
ORIGINAL
Plan
ORIGINAL
HONEY LEMON
Plan
Plan
Plan
JAPANESE PLUM
Plan
JAPANESE PLUM
0% NO SUGAR
Plan
Plan
Plan
CHRYSANTHEMUM
Plan
CHRYSANTHEMUM
BLACK TEA STRAWBERRY
Plan
Plan
Plan
Plan
Plan
Plan
TVC mini series about every character
Plan
Plan
Plan Sticker details
Ichitan’s Character Add this friend, get this free
Download
Ichitan Line sticker
Media
Media
Online - Youtube - Facebook - Sticker line
Media
Television
Online - Youtube - Facebook - Sticker line
Media
Television
Online - Youtube - Facebook - Sticker line
Repackaging
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Ichitan Reality show Campaign
24hr.
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
Objective
Objective
Build long term relationships with customer
6 months
6 months
6 months
Length
6 months
Plan
Plan
TVC
Plan
TVC
Plan
Plan
Let customer create new taste of Ichitan and its color
Plan
Let customer create new taste of Ichitan and its color
Plan
Let customer create new taste of Ichitan and its color
Plan
? Let customer create new taste of Ichitan and its color
Plan
Plan
Plan
select last 20 competitors and let the customer vote.
Plan
select last 20 competitors and let the customer vote.
Plan
Plan
Plan
The last 6 taste that got most score will got the prize.
Plan
The last 6 taste that got most score will got the prize.
Plan
The last 6 taste that got most score will got the prize.
Plan
The last 6 taste that got most score will got the prize.
Plan
Plan
Plan
We will design a new character for new 6 tastes and promote it like a reality show.
Plan
We will design a new character for new 6 tastes and promote it like a reality show.
Plan
? We will design a new character for new 6 tastes and promote it like a reality show.
Plan
Plan
Plan
Plan
Plan
TVC
Plan
TVC
Plan
Plan
Plan
50
All social media
Plan
50
All social media
50 Sales
Plan
Ichitan Personality quiz vending machine
Plan
Ichitan Personality quiz vending machine
Plan
VS Ichitan Battle game application
Plan
VS Ichitan Battle game application
Media
Media
Television
Online Vending machine - Facebook - Instagram - Mobile Application
OVERVIEW
You are the unique one Awareness Engagement - Plain bottle Key : Less us, more you
- Reality
- Character
Key : Cheer the real you
Key : show your real character through Ichitan
MAR 2014
MAY 2014
JUNE 2015
3 month
Plain Bottle Awareness
15 month
Character 6 month Engagement
Reality
Plain Bottle Character Reality
NEW IMAGE ENGAGEMENT
Standing out, Unique
Objective - To reset Ichitan image - To be the TOP OF MIND brand in the category
THANK YOU
THANK YOU
THANK YOU