BOH

PROPOSAL
Proposed by

@Copyright by April Advertising

August 10th, 2022

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 Objective

Pre-launching & Launching

Raising brand awareness

Post-Launching
Increase and convert purchase consideration
into a purchase decision

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 AGENDA

01 Brand Overview

02 Market Overview

03 Competitors

04 Content Strategy

05 Media Plan

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 “We serve exceptional Malaysian tea.

BOH.”
Brand Overview
We are proudly

Behind BOH
A leading tea producer in Malaysia since
1929. One of the few fully-integrated tea companies
in the world.
BOH grows, processes, packs and markets its own brand
of authentic, home-grown, Malaysian teas.

Core Value
● Sustainable profitability & growth
● Never satisfied with the status quo
● Respect & fairness for people
● To be ethical & honest in all our business
practices.

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 Brand Positioning
One of the finest tea specialists in the world,
mastering the art of tea, from tea bush to teacup.

Brand Message
We bring the revel of truly Malaysian tea
experience.

What make BOH difference?

Less-sugar: does not cause weight gain and

good for health.
● Stevia line: 15% sugar (at least 25% less sugar
than marketed products)
● Regular lines: 30-33% sugar

Malaysia authentic: real fine art , real

tea leaves, real Malaysian tea taste.
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 *WIN World Survey (WWS) of WIN International (2019) 29575 people from 40 countries

Market Overview
The perception of health increases
Awareness of the link between health, food choice and their consumption

37% 18%

Doing Exercise Going on Diet

Great Growth Potential in healthy, low-sugar/low-fat products

Reading nutritional Having more

43% information 38% Reducing sweets 19% low-fat products

54% Concerning about

healthy living Increasing their
Controlling the 23% consumption of
27% portion organic food

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 Market Overview

Black tea is the most commonly used tea and is predicted to continue to
steadily increase and lead in 2028.
Global market of Milk Tea by Ingredient (USD bil) (source: Verify Market Research)

Tea bags are the most popular packaged method and are expected to
remain the lead in the following years.
Global market of Herbal Tea by Packaging (USD bil) (source: Application 2020-2027)

Vietnamese people tend to care more about health.

Health is the 2nd biggest concern.
People concerned about the health effects and willing to pay higher prices for
healthy products are higher than the world average.

Users tend to believe the safety assurances on product packaging.

Operating in the Vietnamese F&B market (source: BritCham Vietnam (2020)

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 Market Overview

The healthy living trend has led to the growing interest in organic, healthy, low-sugar foods.

Vietnam is a potential market as evidenced by the data on the development of tea

consumption.

However, the challenge here is to ensure a stable origin for the product, as well as to suit the taste
of Vietnamese.

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 Market Overview

Fruit Tea
Vietnam mostly imports fruit tea from Asian countries, Hong Kong and
Malaysia are at the top.
The amount of fruit tea imports increased steadily, but there was a
sharp decrease in 2020 due to the impact of the pandemic.

Overview of Fruit Tea Imports to Vietnam 2020 (source: Tridge)

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 Market Overview

Fruit Tea

● Natural taste
● Convenient, fast
● Comparison between brands, flavors
● How to make a drink?

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 Market Overview

Milk Tea

The recognition of milk tea does not have a big difference between men and
women, with a total recognition rate of 73%, but there is a difference in age
groups.
Milk tea recognition (source: Q&Me)

A person is most likely to accept a new milk tea first when it is

bought/gifted, followed by is when it is recommended

by friends.
Milk tea information source (source: Q&Me)

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 Market Overview
Milk Tea

There is a difference in when age groups use milk tea. People tend to drink
more milk tea in the afternoon.
Milk tea recognition (source: Q&Me)

Each age group has a different frequency of using milk tea, but in general,
women are higher.
Milktea information source (source: Q&Me)

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 Market Overview
Milk Tea

● Comparison between brands

● The taste
● How to make a drink?
● Is it harmful to health?

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 Market Overview
Tea Bag

● Afternoon tea trend

● The taste
● Is it good for health?
● Is it useful for weight loss/beauty?

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 Market Overview

Instant Fruit tea: convenient, safe and natural taste

Milk tea: product reviews, product comparisons, flavors and brands

Tea bag: health benefits, taste, weight loss and beauty

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 Competitors

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 FRUIT TEA
Competitors

By Foreign /Domestic By Price

Foreign
250

170

160

Domestic

130

VNĐ/g

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 FRUIT TEA
Competitors
COZY LIPTON NÉSTEA

Brand Lipton Tea products express top quality, premium Néstea is the largest food and
Leading Vietnamese tea brand in Vietnam
positioning price, appealing aroma with a great taste beverage company in the world

Strong aroma of tea, harmony with the Awaken the world to quality connections to fight
Message Good food, Good life
rhythm of life hidden loneliness

Product
Low Average Average
Positioning

VNĐ/g 130 170 160

Invest and cooperate with traditional tea

Key message Ensure compliance with
regions, accompanying the whole process 100% Natural and 100% Real Tea
about the source environmental guidelines
to ensure the best raw materials.

Target Customer Office staff Middle to high income tea lovers in all age groups Family, mostly young people

Target Area E-commerce Offline E-commerce

How they MKT The necessity of Cozy in daily busy life 100% Natural and 100% Real Tea Inspire people to live healthier

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 FRUIT TEA
Competitors

Facebook 58.505 followers

Content pillar:
● Product content
● Use occasion
Content focus:
● The taste of products
● Words that promote shopping
● The necessity of the product in daily life

Website

Website providing basic product information

Not display the price
Easy-to-see interface but not eye-catching

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 FRUIT TEA
Competitors

279.864 followers
Facebook Bright image and full of positive energy in daily life
Content pillar:
● Product content
● Activation
Content focus:
● The taste of their tea
● Products and the connection with members
while using the product

Website Activation
● Often have different
Website providing
activations
product information
● Mostly related to social
(product lines, recipe)
posts (appearance of
Not display the price customers and products
in the same frame)

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 FRUIT TEA
Competitors

Facebook 484.820 followers Website Website providing product

Content pillar: information (product lines,
● Product album/video recipe) but not complete.
● Activation
Mainly talking about the
● Trendy words
events and achievements of
● Instruction how to bartend
the business, contributions to
Content focus:
society
● The taste of their tea (cheery, refreshing)

Activation
● Booking KOL to promote activities
● Connect with customers from time to
time (take photos using filters during
the epidemic break, guide how to
make drinks)

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 MILK TEA
Competitors
By Foreign /Domestic By Price

Foreign Milk tea Matcha

430

310

225

180

Domestic 129
6.750đ x 8 sets
VNĐ/g (1 bubble pack, 1 milk tea pack)

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 MILK TEA
Competitors
BLENDY LIPTON HILLWAY

Brand Lipton Tea products express top quality, premium

Japan's #1 selling instant milk tea Milk tea with real bubble
positioning price, appealing aroma with a great taste

Blendy always accompanies you in your Awaken the world to quality connections to fight
Message Hillway milk tea, drink is addicted
office life hidden loneliness

Product
Average Average Low range
Positioning

VNĐ/g 430 310 129

Premium raw material

Key message
Japan's materials and production 100% Natural and 100% Real Tea Real Bubble tea
about the source
technology

Target Customer Female office worker Middle to high income tea lovers in all age groups Students

Target Area Big city Offline Online Ecommerce

Bubble Tea
How they MKT Japanese standard 100% Matcha from Japan
E-commerce

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 MILK TEA
Competitors

Facebook 138.170 followers Activation Blendy regularly organizes

Product images are intuitive and vivid minigames on social
Content pillar: networks to connect with
● Product content Target Audience.
● Catch the trend, feminine, close, and lovely
towards female office workers
Content focuses:
Functional benefits and connectivity and convenient

Website Website providing product

information (product lines,
recipe)

Not display the price

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 MILK TEA
Competitors

Facebook 279.864 followers

Bright image and full of positive energy in daily life
Content pillar:
● Casual content
● Aware customers how to use
Content focus:
● The taste of their tea
● The association between the product and the
customer's usage occasions

Website Website providing product information (product lines, recipe)

Not display the price

Keywords:
● Provide customers with qualified products
● Nature is our factory
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 MILK TEA
Competitors

Facebook 12.575 followers

Engagement: low (<20 likes)
Exaggerated, funny pictures
Content pillar:
● Occasion use
● Funny friendly, casual content
Content focused:
Interacting with the audience, taste of product

Activation
OOH Campaign “Khinh khí cầu Festival”
● Booking KOL advertising
● Campaign experience first hot air balloon experience at
HCMC
● Let customers try Hillway's milk tea and take pictures to
check in with hot air balloons

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 TEA BAG
Competitors
By Foreign /Domestic By Price

Foreign
1470

900

Domestic
740

700

VNĐ/g

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 TEA BAG
Competitors
COZY LIPTON PHUC LONG

Brand Lipton Tea products express top quality, premium A delicious tea with a pure
Leading Vietnamese tea brand in Vietnam
positioning price, appealing aroma with a great taste Vietnamese taste.

Strong aroma of tea, harmony with the Awaken the world to quality connections to fight
Message Expensive and worth it
rhythm of life hidden loneliness

Product
Low Average Average
Positioning

VNĐ/g 700 740 900

Invest and cooperate with traditional tea

Key message
regions, accompanying the whole process 100% Natural and 100% Real Tea
about the source
to ensure the best raw materials.

Middle class has a stable income,

Target Customer Office staff Middle to high income tea lovers in all age groups Office people are "connoisseurs"
of tea and coffee

Target Area E-commerce Offline Offline (Phuc Long stores)

How they MKT The necessity of Cozy in daily busy life 100% Matcha from Japan Focus on the direct selling market

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 TEA BAG
Competitors

58.505 followers
Facebook
Content pillar:
● Product & Brand content
● Use occasion
Content focus:
● The taste of products
● Bartending
● Common, close words
● The necessity of the product in daily life

Website Activation

Website providing basic product

● Massive campaign to
information
reposition the brand
Not display the price
● Recipe instructions
Easy-to-see interface but not
eye-catching

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 TEA BAG
Competitors

279.864 followers
Facebook Bright image and full of positive energy in daily life
Content pillar:
● Product content
● Bartending & Activation
Content focus:
● The connection that the product provides.
● As a gift during Tet

Website Activation
● Minigame
Website providing
● Recipe instructions
product information
(product lines, recipe)

Not display the price

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 TEA BAG
Competitors

Facebook 478.922 followers

Content pillar:
● Product content
● Promotion
Content focus:
● Less focus on content on social networks
● Words that promote shopping
● The necessity of the product in daily life

Website
The website is focused on
development and full of
information
Full product information
Have a reference price

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Content Strategy
 Target Audience
Fruit Tea

DEMOGRAPHIC PSYCHOLOGY BEHAVIOUR

571

A Wonderful Serenity Has Taken Won derful

Serenity Has GetingSerenity Has Taken Won • Reduce sweetness and spice in
derful Serenity Has Geting • Like to explore and experience drink
• Age: 15 – 25 new things, like to hang out with • Brand loyalty is medium to high
• Career: Students, friends.
• Reference group: Friends, KOL,
Office workers • They care about appearance Influencer, idol...
870 and methods of getting fit
• Income: Average • Have a drink while working
(C/B) • Lifestyle: Modern, easy to change,
• Choose to buy instant tea fruit
• Location: Big City grasping fast trend.
because of attractive taste, quality
• Care about tea taste first product, health benefit and less
interest about design packaging.

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 Target Audience
Milk Tea

DEMOGRAPHIC PSYCHOLOGY BEHAVIOUR

571

A Wonderful Serenity Has Taken Won derful

• Instant milk tea has been
gradually accepted and
popularized after the pandemic
• Age: 15 – 30
• They care about appearance
• Career: Students, and methods of getting fit
Office workers
• They care about the origin of the
• Income: Average product
(C/B)
• They prefer the convenience and
• Location: Big City availability
• Psychology likes to use foreign
food
• Having a special love for milk tea
Serenity Has GetingSerenity Has Taken Won
• Reduce sweetness and spice in
food
derful Serenity Has Geting
• Read the information on the
product ingredient list
• Have a drink while working 870
• Choose to buy instant milk tea
because of its convenience but
also require about the taste and
the benefits that come with it
(price, less-sugar…)

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 Target Audience
Tea bag

DEMOGRAPHIC PSYCHOLOGY BEHAVIOUR

571

A Wonderful Serenity Has Taken Won derful

• The habit of enjoying afternoon
• Like the feeling of relaxation and Serenity Has GetingSerenity Has Taken Won
tea is gradually becoming more
chill
popular after the pandemic. derful Serenity Has Geting
• Age: 25 – 35 • Reduce sweetness and spice in
• Use tea bags in the early
drink
• Career: Office morning or late afternoon
workers • Use tea bags in the early morning
• Lifestyle: Calm, catching up with 870
or late afternoon
• Income: Stable trend slower
• When they put their trust in brand,
• Location: Big City • Care about taste, product quality
they rarely change.
and health
• they don't have price sensitivity but
• Less desire for experience but
prioritize the taste of tea
more stability

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 Insight
‘As a busy office worker, like to drink milk tea. I
always want to find a drink that can satisfy in

terms of taste, convenience but

ensure that it does not affect health

and weight when used regularly.’

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 Brand Attribute

Good quality
• 93-year experience, the most popular tea brand in
Malaysia
• One of the finest tea specialists in the world

Guaranteed origin
The process from tea bush to teacup is managed by BOH

Less-sugar (Stevia line)

• Using natural sweeteners from stevia leaves
• At least 25% less sugar than other products
(committed on the package)

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 Key message

Nhâm nhi hết ly,

ngon hết ý

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 Road Map

Time: 10-11/2022 Time: 12-3/2023 Time: 4-6/2023 Time: 7-9/2023

Winter Spring Summer Autumn

Key product: Milk tea Key product: Tea bag Key product: Fruit tea Key product: All/Newline

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 Road Map
Launching + Awareness
Launching + Branding +
Awareness Promotion Remind + Branding
Awareness Promotion Activation

October November December January February Feb March

TIME
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Short product video

Album with images of tea products and Tet gifts Booth Posts about all product lines
(5-8s)
confessing
Photo (event for
album: Advertise as gifts for Tet Valentine) Branding posts
product
images
KEY HOOK associated Minigame:
with office Capture
Minigame the tea
activities
: Survey Sales Livestream Promotion
moment
to receive + Promotion on with
: Buy 2 get
live friends/ 1 free
Announce Brand gifts Announce Brand
Ambassador Ambassador family/
colleagues

KEY VISUAL Key visual 1 Key visual 2 Key visual 1

AOC Brand | Product | Promotion

Seeding Group Seeding Group KOL

SUPPORT KOL sharing experience (Tiktok+Facebook) Seeding Group

Facebook Ads
 Brand Story
With each of the four seasons of the year, we have specific teas for each
season.

● Spring is filled with a fresh start, together we exchange our warmest

wishes, best wishes. This is the time when we send our love through

Tet gifts like tea bags.

● Summer is the time when we burn with the most brilliant energy. The

most suitable option is fruit tea to quench thirst, energize but still be

healthy.
● Autumn is the season of nostalgia, memories rushing back; This is the

time when the soul is most sensitive and needs to be cherished and

healed. This is the right time to enjoy a hot cup of tea in this cool

weather.
● Winter is the end of a year, let's look back on what the past year has

done. Difficult situations in society when winter comes harder, this is

the time to end the year by giving love and helping those in need to
have more special moments.

What is more precious when all 4 seasons of Spring - Summer - Autumn -

Winter we all have the right products to enjoy the rich tea flavor, exchange

health wishes for the 4-season journey to be together.

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 CSR
Community oriented
With the message of bonding, sharing and giving the gift of health,

BOH Tea wishes to connect more with the community and

contribute more to society.

BOH Tea will accompany charity activities, helping and supporting

disadvantaged people on special occasions to connect and bring

positive values to the community.

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 KEY MESSAGE
Content Pillar
Nhâm nhi hết ly, ngon hết ý
BOH – Popular tea brand from Connect with BOH
PILLAR Product Features Promotion for Customers
Malaysia

Convey brand message and Introduce key products, their role in Activation to connect with
OBJECTIVES Promote Sales
connect with customers customer's health customers

• Product information (milk tea,

• The story 4 seasons with BOH
fruit tea, tea bags)
(Each season will have tea
• Unique selling point (less sugar,
products suitable for
strong tea flavor)
CONTENT activities/weather) Information about
• Reasons why customers should Minigame
DIRECTION • Strict tea production process, Promotions
choose BOH products
towards human health value
• Connection between tea and
• BOH Tea - Malaysia’s most
human health
popular tea brand since 1929
• Creative tea making tips

TONE
&MOOD Fresh, Energetic, Empathy

HASHTAG #MalaysiaTea #BOH #BOHtea #TeaTime

PERCENTAGE 50% 30% 10% 10%

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 Content Direction

Brand
Brand Voice Tone & Mood
Personality

Fresh Fruit tea: Youthful, Trendy

BOH is a friend who always brings
Energetic Milk tea: Youthful, Energetic
freshness, positive energy and youth
Empathy Tea bag: Chill, Empathy
to us, dispelling the fatigue in life.

BOH is also a gift created by the

essence of nature, take care of
people's health during 4 seasons of
Spring - Summer - Autumn - Winter.

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 Visual Direction
Spring Summer

KẾ HOẠCH
KHỞI ĐỘNG DỰ ÁN

CHUẨN BỊ

● The color palette will gradually change which implies that the season transform from Spring to Summer.
● Accordingly, the others will change as well.
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 SPRING

Fresh
Positive
Energetic

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 SUMMER

Cool
Cheerful
Fresh

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 AUTUMN

Nostalgic
Calm
Optimistic

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 WINTER

Cool
Joyful
Fresh

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 Social Post | Demo 1 | Brand

Angle: BOH - THƯƠNG HIỆU TRÀ NỔI TIẾNG TẠI MALAYSIA NAY ĐÃ CÓ MẶT
TẠI VIỆT NAM.

Caption:
🍃 Với hơn 90 năm làm ấm trái tim của người Malaysia, BOH được nuôi dưỡng
bởi nhiều thế hệ chuyên gia trà và tâm huyết để sản xuất ra loại trà có chất
lượng, hương thơm và độ tươi đặc biệt. Là hiện thân của những loại trà tốt
nhất Malaysia, BOH mong muốn sẽ mang lại những khoảnh khắc đơn giản trở
nên đặc biệt hơn bao giờ hết.

Giờ đây, BOH đã mang tách trà của mình đến Việt Nam, khởi đầu cho những
câu chuyện sẻ chia của người Việt từ hôm nay.

👉 Xem thêm về chúng tôi tại: (link)

#MalaysiaTea #BOH #BOHtea #TeaTime

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 Social Post | Demo 2 | Product

Angle: THƯỞNG THỨC VỊ TRÀ - MÓN QUÀ SỨC KHỎE CÙNG BOH GARDEN TEA

🎉 Không khí cuối năm đã gần kề, bạn đã kịp chuẩn bị những món quà yêu thương cho

người thân của mình hay chưa? Để BOH Tea mách bạn một sản phẩm phù hợp cho mùa

tết nhé!

🍃 Với BOH Garden Tea, sản phẩm với nhiều điểm đặc biệt như:

📍 Mang hương vị trà đậm đà.

📍 Độ tươi mát đặc biệt

📍 Thiết kế vỏ hộp sang trọng, tinh tế

📍 Tốt cho sức khỏe của mọi người.

Đây sẽ là sự lựa chọn hoàn hảo cho món quà ngày Tết khi thể hiện được tình yêu thương

và sự quan tâm đến sức khỏe của người thân của bạn đấy!

👉 Xem thêm về chúng tôi tại: (link)

#MalaysiaTea #BOH #BOHtea #TeaTime

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 Social Post | Demo 3 | Minigame
Angle: MINIGAME: THỬ TÀI TINH MẮT - BẮT QUÀ CỰC CHẤT

🌈 Một minigame không đợi tuổi, chỉ cần tài dành cho tất cả BOH-ers đây? Cùng thử xem mắt

ai tinh, tay ai nhanh và số ai may mắn để rước ngay những phần quà cực chất cho mình nào!

🌈 Thể lệ minigame:

- Bước 1: Chia sẻ bài viết này ở chế độ công khai

- Bước 2: Chụp ảnh màn hình có chữ “BOH” và comment ngay bên dưới.

- Bước 3: Ngồi đợi chúng tớ công bố giải thưởng thôi!

🎁 Phần thưởng:

01 Giải Nhất: 01 loa bluetooth JBL trị giá 1.990.000 VNĐ

05 Giải may mắn: 01 combo BOH Garden Tea + BOH Milk Tea

🔸 Thời gian kết thúc chương trình 08/12/2022

🔸 Thời gian công bố kết quả: 10/12/2022
Tích cực tham gia, quà sẽ đến nhà thôi các bạn ơi! Đừng quên tag bạn bè mình vào để cùng
tranh tài nhé.
👉 Xem thêm về chúng tôi tại: (link)
#MalaysiaTea #BOH #BOHtea #TeaTime

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 Social Post | Demo 4 | Key Message

Angle: Nhâm nhi hết ly, ngon hết ý cùng trà sữa BOH Tea

🌈 Bạn là fan của team trà sữa nóng hay trà sữa lạnh?

Với tiết trời se lạnh của giao mùa Thu - Đông, một tách trà sữa nóng ấm sẽ là sự lựa chọn

hoàn hảo cho những ai đang tất bật với công việc ngày cuối năm. Trà sữa BOH Tea với vị

thơm đặc trưng, đậm vị trà và ít ngọt sẽ là sự lựa chọn hoàn hảo cho vị giác và sức khỏe

của bạn.

Cùng BOH Tea nhâm nhi hết ly, ngon hết ý, bạn nha!

👉 Xem thêm về chúng tôi tại: (link)

#MalaysiaTea #BOH #BOHtea #TeaTime

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 Social Post | Instagram Feed | References

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 Social Post | Instagram Feed | Demo

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 BRAND AMBASSADOR

Amadine Thùy Trinh Khánh Vy An Phương

Tea Bag Milk tea Fruit tea

Facebook: @Amadine Thùy Trinh (18k followers) Facebook: @Khánh Vy (2.4M followers) Facebook: @Letsplaymakeup (311k followers)
Instagram: @acupper (262k followers) Instagram: @khanhvyccf (664k Instagram: @letsplaymakeup (308k followers)

followers)
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 KEY KOLS

522k followers 298.157k followers 315.5k followers

114.065 like fanpage
7.5M like

Nhà Có Hai Người Ngọc Khánh đây le.shushu (TikTok)

(Facebook) (Facebook) Shushu Le

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444.9k followers
21.6M like 12.1M like
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Eat clean hông - Thu Nhi Sư tử ăn chay Uống nước khum?

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 Media Plan

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 Location

Creating cross-platform optimized content

will have more opportunities to capture the
attention of the right users, driving the best
results.

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 ● Age: 15 – 35
● Career: Students, Office workers
Advertising ● Income: Average (C/B)
● Location: Big City
Methods & Techniques
Target Audience

Search for objects that are similar

to the current object.
Increase the chances of discovering
new potential customers.
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 Advertising
Methods & Techniques
Post Engagement

Use Post Engagement/Reach & Frequency to promote

Social Always On and Mini Game content.

Advantages:

● Attract the target audience to interact and know the

message, product or brand information conveyed.

● Easily build brand awareness.

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 Advertising
Methods & Techniques
Facebook Catalogue

Optimal prices, reach the right customers and

increase the purchase rate.

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 THANK YOU

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