Case Study

Present by: TRN UYN PHNG

Staying up late, partying, Dining (work, family, friends, etc). Thc khuya, tic tng,(bn rn cng vic ni cng s, gia nh, bn b, v.v). Eating fried food, spicy, drinking beer. n nng chin xo, nhiu gia v, ung ru bia.

Tet is high consumption of beverage. In additional this year, under high pressure of world wide economy, consumers tend to choose products smarter. This period is best time for Dr. Thanh tea to be launched.

Tt Nguyn n l ma tiu dng ln. Thm vo , vi p lc cao ca nn kinh t ton cu ang gp rt nhiu kh khn ngi tiu dng c khuynh hng la chn sn phm thng minh hn. y l thi c tt nht Tr Tho Mc Dr. Thanh c tung ra th trng.

Target Consumers chose this slogan and found that its totally different from Green Tea Cool Down Your Life

Khch hng mc tiu chn v xc nhn rng khu hiu ny khc bit vi Tr Xanh Giai nhiet Cuoc Song

With the communication objectives:

1. 2. 3. 4. Build the awareness of internal heat Awareness of product functional benefit Awareness of Dr. Thanh Brand AND Reach this in the shortest time

Vi muc tiu Truyn thng: 1. To s nhn dng vn v Nng Trong Ngi 2. S nhn bit v li ch sn phm 3. To s nhn din thng hiu 4. V phi t trong thi gian ngn nht

22st December 2008, Dr.Thanh was launched. Ngy 22.12.2008, Tr Tho Mc Dr. Thanh tung ra th trng.

FOCUS TO DIFFERENTIATION : PRIORITIZE RESOURCE for THE IMPORTANT THINGS TO MAKE DIFFERENTIATION

Tp trung khc bit l u tin ngun lc cho nhng iu quan trng nht to s khc bit

PRODUCT SN PHM
Has been research for many years nghin cu trong nhiu nm

The highest Cleansing your body Kh nng thanh lc c th cao nht. 1st product in Vietnam

Aseptic Technology Cng ngh Aseptic

PLACE PHN PHI

Nationalwide, HCM cities and nearby provinces focus

Phn phi tan quc, tp trung u tin HCM v cc tnh ln cn

PROMOTION CHIU TH

Consumer Promotion Poster/ Banner

Advertorial/ Editorial

TVC

Print Ads

Tet Gift box

3600
THP Truck Outdoor GT Display Program

Uniform

THP Pushcart

Motor RoadShow MT Merchadising

PR CAMPAIGN Chin dch truyn thng

Scientific Conference

PRINT ADS

Tr tho mc Dr.Thanh Gip thanh nhit c th tc th

Tr Dr.Thanh, gii kht v thanh nhit c th

ADVERTORIAL & EDITORIAL

OUT-DOOR

BUS SHELTER and LCD

POSM

MERCHANDISING

ACTIVATION

2 months after launching

Achieve more 200% sale target.

t c hn 200% so vi ch tiu bn hng.

Vision of Dr.Thanh tea : to be national brand. Kht vng ca tr Dr.Thanh l tr thnh thng hiu quc gia.

THANK YOU CM N QU V