Xây dựng chương trình quảng cáo cho Strongbow. Strongbow is one of the most famous cider brands in the world. Many people often confuse and assume that Strongbow is beer or wine. But in fact, Strongbow is a drink originating from Europe, specifically England, this drink is called cider. Cider is an alcoholic beverage, fermented from apples. Cider has been popular all over the world for a long time. The difference of cider compared to other alcoholic beverages is that thanks to its attractive taste, pure natural yeast, the drinker will feel the rich fruity taste. Strongbow Cider officially entered the Vietnamese market on November 12, 2015 and is distributed by Vietnam Brewery Company Limited (VBL). Currently, Strongbow has flavors such as: Strongbow Gold Apple, Strongbow ElderFlower, Strongbow Honey, Strongbow Red Berries, Strongbow Dark Fruit
HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE STRONGBOW TROPICAL PINEAPPLE No Student Student ID Rate (%) Lê Hữu Tài 205045317 100% Nguyễn Khắc Duy 205041865 100% Nguyễn Thị Hải Học 205045311 100% Phạm Thị Hoàng Oanh 205045326 100% Nguyễn Thị Kiều Oanh 205045288 100% Trần Đoàn Thúy Oanh 205045319 100% Lecturer: Ho Huu Luc Subject: Integrated Marketing Communication_ MKT1106E Ho Chi Minh City, April 31, 2023 Strongbow Tropical Pineapple TABLE OF CONTENT I INTRODUCE ABOUT STRONGBOW CIDER Overview about Strongbow Cider 1.1 Strongbow Cider 1.2 About Strongbow Tropical Pineapple 1.3 Competitors Target customer and need 2.1 Target Market 2.2 Needs Purchasing Power 3.1 Measure the Purchasing Power 3.2 Demand in current market Insight customer 10 Idea concept 11 Key message 11 II CHOOSING THE MARKETING TOOL 12 Objective 12 Choosing the marketing tool_TVC _Television Video Commercials 12 III CREATIVITY 12 Idea 12 Moodboard 13 Concept 13 Storyboard 14 Photoshoot 14 Retouch 14 Framing 15 Push 15 Result 16 IV REFERENCES 17 16 Strongbow Tropical Pineapple LIST OF PICTURE AND TABLE Table 1: Target Customer of Strongbow Tropical Pineapple Table 2: Push for Strongbow Tropical Pineapple 15 Picture 1: Packaging Strongbow Tropical Pineapple Picture 2: Product of Somersby Picture 3: Product of Magners Picture 4: Product of RIO Picture 5: Beer of Saigon, Heineken, Tiger Picture 6: Moodboard of Strongbow Tropical Pineapple 13 Picture 7: Storyboard of Strongbow Tropical Pineapple 14 26 Strongbow Tropical Pineapple I INTRODUCE ABOUT STRONGBOW CIDER Overview about Strongbow Cider 1.1 Strongbow Cider Strongbow is one of the most famous cider brands in the world Many people often confuse and assume that Strongbow is beer or wine But in fact, Strongbow is a drink originating from Europe, specifically England, this drink is called cider Cider is an alcoholic beverage, fermented from apples Cider has been popular all over the world for a long time The difference of cider compared to other alcoholic beverages is that thanks to its attractive taste, pure natural yeast, the drinker will feel the rich fruity taste Strongbow Cider officially entered the Vietnamese market on November 12, 2015 and is distributed by Vietnam Brewery Company Limited (VBL) Currently, Strongbow has flavors such as: Strongbow Gold Apple, Strongbow ElderFlower, Strongbow Honey, Strongbow Red Berries, Strongbow Dark Fruit 1.2 About Strongbow Tropical Pineapple Strongbow Tropical Pineapple is a new product devised by the team Inspired by Strongbow Gold Apple, Strongbow Tropical Pineapple is a combination of familiar apple flavor and new pineapple flavor Strongbow Tropical Pineapple brings an unprecedented novelty on the market that is a cider drink that combines two different fruits The product gives customers a very unique flavor that combines the mild acrid taste of apple with the slight aroma of pineapple Some information about Strongbow Tropical Pineapple product: Price: • Strongbow 330ml bottle: 19,500/bottle • Strongbow 330ml can: 20,500/can • Strongbow in cans: 77,000/pack • Strongbow 24 cans: 462,000/carton Alcohol: 4.5% gluten-free 36 Strongbow Tropical Pineapple Packaging Products: Picture 1: Packaging Strongbow Tropical Pineapple 1.3.Competitors Currently, there are more and more cider products on the market Therefore, it is inevitable that Strongbow encounters many competing products Some outstanding competitive products include: 1.3.1 Somersby Somersby is famous cider brand on the market today and belongs to Carlsberg Group from Australia 46 Strongbow Tropical Pineapple The Somersby product is a combination of various apple and pear juices together and undergoes natural fermentation Somersby is a fermented fruit juice with a light, sweet taste and intense aromas of apples and pears Has an alcohol content not exceeding 5% Somersby fermented fruit drinks have a market price of about 17,900 VND / 330 ml can Picture 2: Product of Somersby 1.3.2 Magners Magners is an apple cidercider drink originating from IceLand and has been in production since 1935 The input apple raw materials are strictly selected from all apple orchards across the country of IceLand After a period of natural fermentation in an environment of 19-24 degrees Celsius, the purest fermented apple juice will be obtained The transition begins with the chilling of the fermented apple juice, carbonization and final filtration before moving on to bottling and distribution Magners fermented fruit drinks have a market price of about 35,000 VND / 330ml bottle 56 Strongbow Tropical Pineapple Picture 3: Product of Magners 1.3.3 RIO Rio is one of the brands of cider and chosen by young people This is a brand originating from China, the main ingredient is fruit and has an alcohol content of no more than 3.8%, so it does not create a feeling of intoxication The input materials of each Rio cider product are selected quite strictly, ensuring the product's taste is always up to the standards when it reaches consumers The fruits are always guaranteed fresh throughout the whole process from harvesting and transporting to the factory Rio has a pleasant aroma, with low alcohol content, so Rio is suitable for many different ages Rio fermented fruit drinks have a market price of about 55,000 VND / 330ml bottle Picture 4: Product of RIO 66 Strongbow Tropical Pineapple 1.3.4 Alternative products Strongbow is also an alcoholic drink, so other alcoholic products on the market can also replace Strongbow We can easily find some Strongbow substitutes such as: Beer: Tiger, Saigon Beer, Heineken,… Picture 5: Beer of Saigon, Heineken, Tiger Target customer and need 2.1 Target Market Table 1: Target Customer of Strongbow Tropical Pineapple GEOGRAPHIC Strongbow has a presence in major cities in Vietnam, such as Ho Chi Minh City and Hanoi Target customers in Vietnam are typically urban They are likely to be located in areas with a higher population density and higher levels of economic development DEMOGRAPHIC Young adults Age From 18 to 25 years old Gender Male and female 76 Strongbow Tropical Pineapple Income From million to 15 million Students Occupation Office workers Freelancers PSYCHOGRAPHIC Lifestyle Young Modern Fierce personality BEHAVIORAL Occasion Depends on the needs and the occasions like party, storage intention, they may go daily or weekly or weekend They tend to prefer newness and willingness to pay for special, brand-new products even though the price is high Quick adaptation with changes Behavior Interested in experience and evaluation shared on social networks However, they have their own opinion and information screening because they are more important to experience themselves than other people's evaluation information Tends to share their own experiences through many forms and platforms such as stories, photos, videos, … Less loyalty, change according to the purpose of purchase Brand popularity is a concerning factor 2.2 Needs When the summer comes, the temperature is so burning-hot that no matter how many evenings you hang out with the gals and pals, you can not give yourself a truly chill the same way like at home, the comfortability of you opening and entering your room, then opening a cooling tropical beverage bottle and enjoy it right after you got home 86 Strongbow Tropical Pineapple To some people, they enjoy summertime through trips, and outdoor activities, but some people, they not have much time to spend during summer so relish through food and beverage is the possible thing they are able to such as seafood, or simply tropical fruit like a piece of pineapple, or coconut, … to happily “taste” summertime Purchasing Power 3.1 Measure the Purchasing Power To calculate the purchasing power of the market (Purchasing Power) of Strongbow products in Vietnam, it is necessary to determine the currency to be calculated first In this case, we can calculate Strongbow's purchasing power in Vietnamese Dong (VND) Next, we need to find the exchange rate between the VND and Strongbow's currency, the British Pound (GBP) On April 3, 2023, the GBP/VND exchange rate was 29990 So we can calculate Strongbow's purchasing power using the formula: Purchasing Power Index = (Exchange rate of the currency to be calculated / Exchange rate of the main market currency) x 100 = (1 / 29990) x 100 = 0.0033 So the market purchasing power of Strongbow in Vietnam in VND is 0.0033, which means that with the same amount in VND, a person will only be able to buy one thousandth of Strongbow compared to the amount of Strongbow they can buy in the UK market 3.2 Demand in current market According to mordor intelligence, the global cider market is expected to witness a CAGR speed of 6.12% in the forecast period (2021-2026) Factors such as the increasing demand for alcoholic beverages, consumers' income increases, and the number of associations focusing on disseminating information about different drinks, are expected to be a growth of the cider market Vietnam's revenue from the alcoholic beverage market reached US $ 7,042 million in 2022 The annual growth rate is expected to reach 10.7% (CAGR) in the period of 2022-2025 96 Strongbow Tropical Pineapple Revenue per capita in 2022 reached 71.16 USD In Vietnam market, beer is also the segment accounting for the largest proportion The low-alcohol drinks market are increasing steadily Through innovation in thought, leading to young people who think of consuming alcoholic beverages into a way to reduce stress and interact with friends Therefore young people are increasingly choosing alcoholic beverages with low concentrations, and gentle flavors Instead of drinks with medium to high alcohol, the taste is as strong as the previous generation Therefore, the demand for Cider will continue to increase in the following years Insight customer According to the analysis, the customer group that Strongbow is targeting belongs to the young generation, they are young people aged 18-25 years old After researching, they have some thoughts as follows: They are known as young people with different thinking, dynamic who always want to discover new things Most importantly, young people recently have a tendency to 'healing themselves' and want to spend more time with themselves than outside fun Everyone's life has its own difficulties and they can't explain it to anyone and they will have the following hidden psychology: “The meeting helps me to have many new relationships But sometimes I just can't get along with people I would like a chill in a more relaxed environment”: we always have to try to be cheerful in some meetings I know that I need to meet a lot of friends to be able to have more relationships it can help me get further in my work but sometimes I feel “not on the 106 Strongbow Tropical Pineapple same frequency” with some of my friends and colleagues I want to be able to have a chill in a more relaxed environment where I can feel most relaxed “Summer I also want to gather with friends, but sometimes I also need time for myself”: Summer is often known as a time to hang out with friends and relax but sometimes tthe sweltering heat of summer just makes us want to stay at home and take time for ourselves At that time, we can the things we like like reading, cooking, cleaning the house or maybe drinking something in the corner of the room Idea concept “ENCOURAGING PEOPLE TO CHILL IN THEIR WAY” Summer is the best time in the year for people to travel and enjoy their life and chilling, against the heat of summer With this idea concept, our group want to tell a story that, in every summer, we all have an idea that we have to “move”, have to travel to get the thrill in life, and we always love the idea that we have to hang out and meet people, gathering with friends to feel peace and chill experience, but with this new product, we want to approach another aspect of the story, we don’t have to go out, we don’t have to “move” to find the chill to calm us from the hash of life, we can stay home, read a book, listen to a music and have our favorite drink and that can be called chill too, we can everything we want to get the chill feeling in our life as long as we comfortable and enjoy it as we want And on that chill journey, our new product – Strongbow Tropical Pineapple will be our best friend and best “side-kick” allow you to chill in your own way, be yourself in your chill journey Key message “OWN THE CHILL” With the idea that everyone can chill in their own way, and don't need to “copy” anyone to feel peace in our soul, our group developed the key message” Own the chill” to confirm the “power” of everyone in a chill journey We empower people with a message that they have the choice to choose who, where, when and how they are going to chill and spend time to find peace With this key message, our group wants to say that when you’re holding, owning a can or bottle of Strongbow Tropical Pineapple, that means you’re owning your chill equally, you’re the one making your choice to chill 116 Strongbow Tropical Pineapple II CHOOSING THE MARKETING TOOL Objective Increase 1.36 % brand new product awareness Choosing the marketing tool_TVC _Television Video Commercials Convey the message visually: TVC uses images, sounds and colors to convey the message, helping the audience understand the message more quickly and clearly Mass Access: Television is a mass media with great influence, allowing TVC to reach a large audience at the same time Create impression and brand awareness: TVC can help create impression and brand awareness in the mind of the audience, especially when using creative and impressive messages and images Easy to measure performance: TVC can be effectively measured by tracking the number of broadcasts, audience views, and audience response III CREATIVITY Idea Performing TVC shows freshness with the main tones of orange, yellow showing the colors of summer, besides the sultry heat of summer days, the image of Strongbow Tropical Pineapple appears as a companion to defeat all oppression Besides showing the natural ingredients mixed by apple and pineapple, and also lightening up the story of each person having a different chill journey with the key message 126 Strongbow Tropical Pineapple Moodboard Picture 6: Moodboard of Strongbow Tropical Pineapple Being the product for summertime, our group built a moodboard for the TVC using summary elements such as beach, sunlight,… Guide color: orange, red, yellow tone in order to create the summery feeling Primary font will be san serif type to create strong, sustainable feeling to customer to demonstrate the sustainable believe in brand Secondary font will be serif type to create the chill, enjoy, comfortable and safe feeling that suitable for this summer campaign Concept "Enjoy the feeling of relaxation and freedom on the beach with Strongbow's refreshing and fruity flavor” This concept focuses on creating a comfortable and free space on the beach, where people can relax and enjoy a sense of ease Strongbow's fruity and refreshing flavor is selected to complement the beach space, helping viewers feel cool, refreshed, and relaxed." 136 Strongbow Tropical Pineapple Storyboard Picture 7: Storyboard of Strongbow Tropical Pineapple Photoshoot Team: Director Ung Duy Kien Shooting location: Nha Trang beach It has a long and beautiful beach, white sand and clear blue sea, surrounded by green hills This will create fresh and refreshing photos, suitable for summer images Outfits: simple t-shirts, or t-shirts with unique prints in many colors such as yellow, orange, and white to create a personality for a style suitable for Gen Z's audience, and at the same time combine Match with shorts to create a youthful and dynamic look Accessories: for example sunglasses, flip-flops to create a dynamic and comfortable fashion Retouch Brightness: Increase the brightness of the photo to make it brighter and more vivid 146 Strongbow Tropical Pineapple Contrast: Increasing contrast helps to clearly separate details and make colors more vibrant Color Correction: Edit the colors of photos to make them brighter, cooler, more vibrant and fresh, suitable for summer photos Increase the saturation and brightness of summer colors like green, yellow, orange, pink or blue Edit: remove unnecessary parts, add other elements or crop images to create a new photo Framing Using wide angle shots: Use wide angle shots to showcase the playful activities on the beach Focus on the open, spacious and relaxing atmosphere to create a sense of freedom Use wide angle shots to show a group of friends relaxing on the beach and Strongbow appeared as a friend beside them Using bright colors: Use bright colors such as blue, yellow or orange to create a cheerful, refreshing and happy space Using participant shots: Use shots of actors to create a comfortable and confident atmosphere They can be filmed engaging in recreational activities at the beach such as playing volleyball, swimming, or relaxing on a sun lounger or just enjoy their time at the beach with Strongbow Using harmonious sound: Use gentle playful music to create an enjoyable, relaxed and harmonious atmosphere and make the audience feel at ease Using appropriate lighting: Use main lighting to illuminate the main object in the scene and secondary lighting to highlight other details in the space Push Table 2: Push for Strongbow Tropical Pineapple Channel Television Time VTV1, VTV3, HTV7, From 6:00 pm to 10:00 HTV9, VTC14 pm weekdays 156 Duration 30s Strongbow Tropical Pineapple Youtube The official Strongbow From 7:00 pm to 19:00 channel pm 15s Masthead Youtube TrueView In- 6s, 15s stream Social Media (Facebook, The official Strongbow channel From 19:00 pm to 20:00 Reels pm weekdays Tiktok, Instagram) LED (LED 15s display on the Shopping Mall, street, Elevator Supermarket, … LED display) Result ( Source: My team ) Click twice to play Same result 166 Strongbow Tropical Pineapple IV REFERENCES [1] THỊ TRƯỜNG RƯỢU TÁO - TĂNG TRƯỞNG, XU HƯỚNG, TÁC ĐỘNG VÀ DỰ BÁO CỦA COVID-19 (2023 - 2028), Mordorintelligence, Retrieved April 2, 2023, from Dự báo thị trường rượu táo | Phân tích ngành, Chia sẻ 2022 [2] Chiến lược marketing Strongbow thành công đột phá nhờ độc đáo, tinh tế, đánh trúng tâm lý nhóm khách hàng mục tiêu, nhahangso.com,Retrieved April 2, 2023, from Chiến lược marketing Strongbow - độc đáo tạo lối riêng [3] Vietnam Media Landscape 2022, happio, Retrieved April 2, 2023, from https://blog.happioteam.com/vietnam-media-landscape-2022/ [4] CÁC KÊNH TIẾP THỊ VÀ LÒNG TIN CỦA NGƯỜI TIÊU DÙNG, TAM VIETNAM, Retrieved April 2, 2023, from http://vietnamtam.vn/tin-tuc/item/504-cac-kenh-tiep-thi-va-long-tin-cua-nguoi-tieudung [5] Top loại nước trái lên men thưởng thức dịp Tết, Bách Hoá Xanh com, Retrieved April 2, 2023, from https://www.bachhoaxanh.com/kinh-nghiem-hay/top-7-loai-nuoc-trai-cay-len-menthuong-thuc-dip-tet-1506253 [6] Trang chủ Strongbow, Retrieved April 2, 2023, from https://www.strongbow.com/vn/vi/nuoc-tao-len-men/gold-apple [7] 19 THƯƠNG HIỆU CHAMPAGNE NỔI TIẾNG THẾ GIỚI, Cao Minh, Retrieved April 2, 2023, from https://ruouvangcaominh.vn/19-thuong-hieu-champagne-noi-tieng-the-gioi 176