Evasoy launch campaign

download Evasoy   launch campaign

of 36

  • date post

    17-Jul-2015
  • Category

    Marketing

  • view

    120
  • download

    4

Embed Size (px)

Transcript of Evasoy launch campaign

  • EVASOY-VINAMILK

    1GENERAL ABOUT SOY MILK.

    2EVASOY INTRODUCTION

    3PROJECT LAUNCHING

  • GENERAL ABOUT SOY MILK MARKET

    0 1 2 3 4

    2004

    2005

    2006

    2007

    2008

    2009

    SOY MILK CONSUMTION RATE

    SOY MILK CONSUMTIONRATE

    Annual growth rate achieved 24,2% each year.

  • GENERAL ABOUT SOY MILK MARKET

    Vietnam was among top 4 countries over the world that had the highest rate of soy milk consumption (with over 500 millions litters).

    (Source:Statistic of Compass Packaging in 2012)

  • GENERAL ABOUT SOY MILK MARKET

    Sales

    Home-cooked soy milk

    Soy milk packed products

    Statistic of Compass Packaging in 2012.

  • EVASOY-VINAMILK

    BRANDKEY

  • EVASOY-VINAMILKROOT

    Top company in the milk industry in Vietnam.

    38 years of experience within the milk industry.

    9 years received High qualities Vietnamese goods certificate.

    Apply high technologies and new machines in milk production.

  • VINAMILK PORTFOLIOS IN SOYMILK

    VFRESH

    Good for heart.

    GOLDSOY

    From natural soybeans, not apply any changed gene method.

    Help to strengthen bones.

  • EVASOY-VINAMILKCOMPETITIVE ENVIRONMENT

    Direct competitor: Other companies which have soya milk products.

  • EVASOY-VINAMILKCOMPETITIVE ENVIRONMENT

    Indirect competitor-beauty care beverages:

    Juice & Fruit Smoothie.

    Collagen products

    Cosmestic

  • EVASOY-VINAMILKTARGET CONSUMERS

    Female, age from 18-25.

    Living Standards Measure: LSM 5+, 4 key cities.

    Personality:

    Take real care to beauty care and healthy care.

    Willing to take any methods that are good for their beauty and health.

  • EVASOY-VINAMILK

    HUMAN TRUTH

    What comes from 100%

    nature is always the best and

    effective.

    I dont like soy milk packed product because of its unnatural flavour.Home cooked soy milk is better and more

    safety.

  • EVASOY-VINAMILKBRAND PURPOSE

    A gift from nature that helps women to

    take care of their beauty and health from

    inside.

  • EVASOY-VINAMILKPRODUCT TRUTH

    Isoflavones + BBIC + Collagen: Maintain a youthful beauty, anti skin-aging.

    Vitamin E, C: Help to get a smooth, firm skin and protect your skin from any UV-generated free radicals.

    Keep body fit with diet sugar.

    Easy to drink with 4 flavours: kiwi, cherry, blueberries, grapes.

  • EVASOY-VINAMILK

    FUNCTIONAL BENEFITS

    Help to maintain a youthful looking, anti skin-aging.

    Quell dryness by helping skin retain its natural moisturizers.

    Feels like a burst of freshness on skin.

  • EVASOY-VINAMILKEMOTIONAL BENEFITS

    Allow ladies to enjoy fully beautiful things in their lives.

  • EVASOY-VINAMILKBRAND DISCRIMINATOR

    A combination of Collagen and soya helps to:

    Anti skin-aging.

    Make skin smooth.

    Keep body fit with diet sugar.

  • EVASOY-VINAMILKBRAND PERSONALITY

    NaturalYouthfulElegantFresh

  • EVASOY-VINAMILKAMBITION

    Empowering ladies to enjoy fully best things in their life by owning a good health and a youthful, natural beauty.

  • EVASOY-VINAMILK

    PROJECT

  • EVASOY-VINAMILK

    BRANDS JTBD

    Raise awareness of Evasoyamong young women whose age from 18-25 year old.

    Create an understanding of Evasoy among 80% of young women by the end of the campaign.

    Increase the market share from to 10%.

    PROJECTS JTBD

    Get ladies (18-25 years old) who want to own a youthful and natural beauty.

    To try new Evasoy-Vinamilk.

    By offering them a simple yet effective beauty treatment comes from natural ingredients of soy milk, vitamins, and collagen, which makes their skin soft and smooth.

  • EVASOY-VINAMILKIssues

    Home cooked soy

    milk is surely the best and more safety. I know soy milk

    is good but I dont know

    exactly what benefits soya

    milk can bring to me.

    I dont like soy milk flavour. Without sugar,

    soy milk is hard to drink. But with sugar added in,

    its not good for my health.

  • I know soy milk is good but I dont know exactly what benefits soy milk can bring to

    me.

  • EVASOY-VINAMILKOpportunities

    The market of soy milk packed products have not been exploited completely.

    Young adults do not drink soy milk.

    Most young women always expect to own a natural beauty without harm to their health.

  • EVASOY-VINAMILK

    INSIGHT PROJECT

    Being beautiful is not enough. A beauty that can captures every eyes

    must be a fresh and youthful beauty. And vitality of the youth is reflected

    only through a firm, smooth skin and a good health.

  • EVASOY-VINAMILK

    CONCEPT

  • EVASOY-VINAMILK

    BIG IDEA- MESSAGE

    Big idea: Magic of soybeans.(Ma lc cua nhng hat u nnh)

    Message:

    A wonderful life from magical soybeans.(Cuc sng tuyt vi t nhng hat u nnh nhim mu)

  • EVASOY-VINAMILK

    CAMPAIGN

  • EVASOY-VINAMILKTRIGGER ENGAGE AMPLIFY

    PURPOSES Raise awareness of Evasoy among

    young women whose age from 18-25 year old.

    Get women (18-25 years old) to try new

    Evasoy-Vinamilk.

    Get women (18-25 years old) to like and use

    Evasoy product regularly.

    ACTIVATIONS Air the advertisement of

    Evasoy.

    Show a short series film named The

    magical turning-point of Cam.

    But Dau land festival .

    MEDIA CHANNELS

    TVSocial Media

    Website

    WebsiteSocial Media

    EventPR

  • EVASOY-VINAMILKTRIGGER (TVC)

    Tam is a beautiful nice girl who lives with a step mother and a step sister named Cam. Everybody loves Tam but hates her sister. Cam feels jealous and tells her mother to force Tam to sell soy milk at the market to raise the family. While making soy milk, she rolls soybeans and a goddess named But Dau. The goddess teaches her how to become a beautiful girl. Gradually, Tam owns a fresh, youthful beauty that everyone admires.

    Accidentally, she was caught in a photo by a customer. The photo is soon spread widely on social website and Tam becomes famous with title The hot girl sells soya milk. A very rich handsome young man named Hoang Tu comes to see her because of curiosity. They fells in love with each other at first sight and get married a short time later.

  • EVASOY-VINAMILKENGAGE

    Show a short series film named The magical turning-point of Cam on website and social website.

    Schedule showing time: 15 minutes/section. 2 sections/week.

  • EVASOY-VINAMILKENGAGE (MAIN IDEA)

    After Tam gets married, Cam is forced to sell soy milk to earn money for living. While making soy milk,

    she rolls soybeans strongly. A goddess named But Dau appears and teaches her how to become a

    beautiful, nice girl that every one likes like Tam.

    Gradually, Cam becomes a very lovely, nice girl that everybody around likes. She comes to apology Tam

    for her mistakes in the past, and two sisters becomes close to each other. Then she is invited to act in a

    movie named The magic land of soy seeds. After that, she is famous and becomes a super star. Now,

    she is admired every where she goes.

  • A question for audiences at the end of every section.

    To answer question, audiences come to Evasoys website.

    Answer from each section are clues for the main message of Evasoy, which will be showed at the final section

    EVASOY-VINAMILK

    ENGAGE

  • EVASOY-VINAMILKAMPLIFY

    Collect 6 lids of Evasoys cans will get a free t icket to But Dau lands festival.

    Audiences who get right answers are free to enter But Dau land and receive rewards during But Dau land festival.

  • EVASOY-VINAMILKAMPLIFY

    Activities: Receive free skin advisory and skin treatments.Practice exercises to keep body f it.Eat delicious food made from soya, soya milk.Buy beautiful clothes, hand-made accessories.Special: The magic soybeans house.