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Finalterm - Cheer Up Soul Team - Compressed
Finalterm - Cheer Up Soul Team - Compressed
AT HOME
MEMBERS:
Trương Thành Long Huỳnh Nguyễn Gia Hân
Nguyễn Đình Tiến Võ Thị Tú Anh
Nguyễn Tuấn Kiệt Phan Minh Phương
LIST OF CONTENTS
7. BIG IDEA
key message
1. MARKET AND COMPETITOR ANALYSIS key hook
key assets
9. GOAL
4. TARGET CUSTOMER ANALYSIS
Starbucks At Home
Nescafe
Vinacafe
Là Việt
Runam
Highlands
The Coffee House
G7
Milano Coffee
https://forms.gle/3LS8tWRTQSq8V1ZM6
The chart shows how well the brand fits with its self-image
https://forms.gle/3LS8tWRTQSq8V1ZM6
PRODUCT PRICE
1 hộp/15 gói 1 hộp/20 gói 1 bịch/24 gói 1 bịch/20 gói 1 hộp/40 gói
25.000đ 50.000đ 80.000đ 60.000đ 80.000đ
STRONG TASTE
LIGHT TASTE
BRAND ANALYSIS
According to a Euromonitor report published
recently, Starbucks holds nearly 3% of the market
share.
BUSINESS OBJECTIVE
Gain the penetration & market share in super premium instant coffee.
MARKETING OBJECTIVE
Inspired to create a Coffee Corner At Home & amplify the spirit of creating their own coffee experience.
COMMUNICATION OBJECTIVE
Easy to elevating the experience of daily coffee ritual at home with Starbucks even not a coffee expert.
TARGET CUSTOMER
LIVE IN: Hanoi and Ho Chi Minh city INCOME: high income (A)
recognized!
Strategic Approach
4 STEPS
STEP 1 STEP 2 STEP 3 STEP 4
We trigger the
audience by cover Identify the meaning, Spread the heat with
social and Online
through that we build Release the post from influencer
News about the
emotional attachment Video Impress on social platform,
of this between the hashtag, ...
insight concept. story and our TA.
Key Message Propose
Starbucks® at home
Starbucks® at home
Unique
Unique position
position of
of Starbucks
Starbucks
Is it posible to have an impact to people behaviour throught a story?
At Starbucks, we believe the story should enhance, embrace and empower the world around us.
Companion
Started in 2013 - Now is 2023
We have so much to tell, to inspire
The thing that only Starbucks can do
"You are free to live the way you like and do remarkable achievements."
Campaign Hook Propose
Starbucks® at home
"Be a Star
With just few Bucks"
To make each individual to be a star and shining with their own sky,
Starbucks launched this campaign not to include more than just a new
every single person in Vietnam - a lead to this new trend - the original
Starbucks® at home
"great" things that it had achieved - the society took it for granted -
A coffee corner at home, and Son Tung M-TP making his own
Starbucks At Home :
Unfold videos about each person get up in the morning, then they
Starbucks® at home
Companion
Looking back on our own journey, and knowing that out there there are also countless young
people that are suffering from many thoughtless observations, especially social networks.
However, Starbucks has chosen to speak up, from 2013 to 2022 - nearly a
decade for Starbucks to have nearly 100 stores in Viet Nam.
"Be a Star"
Key Asset Propose
Companion
Starbucks® at home
By purchasing Starbucks At Home, customers will be given Son Tung limited member card.
The use of Son Tung's image on the special edition card is not just for attracting buyers
and generate good sales for the product, but also can spread the campaign.
Why
Why we
we choose
choose those
those channels?
channels?
Social Platform
There were 76.95 million social media users in Vietnam in January 2022.
The number of social media users in Vietnam at the start of 2022 was equivalent to 78.1 percent
of the total population.
Facebook: Facebook ads reach in Vietnam was equivalent to 71.4 percent of the total
population at the start of 2022.
Tik Tok: TikTok ads reach in Vietnam was equivalent to 55.4 percent of the local internet user
base at the beginning of the year, regardless of age.
Instagram: Instagram ads reach in Vietnam at the start of 2022 was equivalent to 16.2 percent
of the local internet user base.
Youtube: YouTube ads reached 86.7 percent of Vietnam’s total internet user base (regardless
of age) in January 2022.
Source at: We are social Digital 2022: Viet Nam
Online News
To show about the important affect of this campaign, and to let the public
see that Starbucks not just selling coffee.
GOAL OF CAMPAIGN
Starbucks® at home
Target:
- Within 3 months, Starbucks At Home increased sales by 30% at Starbucks
stores nationwide and the official website of Starbucks Vietnam.
- Increase the awareness of Starbucks At Home products.
KPIs:
- Budget: 3,000,000,000 VND
- Reach 15 million reach within 3 months.
- 900,000 visitors go to the website.
CAMPAIGN FRAMEWORK
Store
Online News
MASTER
PLAN
CONTENT DIRECTION
TIMELINE
BUDGET AND KPI
Table 11.1 Budget allocation reasons
Print media
PR 3% Type Reasons
6.6% Ads
16%
Spend little money on it because starbuck's Viet Nam social
networking platforms like Facebook, instagram have been very
Social Media
developed and have a large number of likes.
Home Pages
Fanpage: 595.205 followers
IG: 111.000 followers
Social Ads
https://adsnetwork.com.vn/ 04/04/2023 0938564889 - Mr.Hoang
Starbucks At Home