PHUC LONG

ANNUAL PLAN
OVERVIEW MEDIA MEDIA
STRATEGY PLAN
Overview
 4

• Founded in 1968, Phuc Long is a hereditary tea manufacturer with great experience in trading and producing tea which are passed from
generation to generation.

• In the latest 5 years, Phuc Long has changed its way of approaching customers, from a store being opened for the purpose of showing and
introducing products to a chain of tea and coffee shops located in downtown areas. They are now propositioning their brand with new
appearance and style of services.

• During the past half-century, Phuc Long always maintains and spreads its core values of the highest quality and best service to every single
product and service.

• You will be served with true Vietnamese taste when coming to Phuc Long.
 Source of Growth
5

17%
< 1 lần/tháng Increase usage from current users
43% 2-3 lần/tháng
→ Make light users of Phuc Long consume Phuc
10% Long products:
Nhiều hơn hoặc bằng 2 – In more occasion
lần/tuần

Chưa bao giờ sử dụng

– Increase frequency in current occasion
30%

Khảo sát tần suất sử dụng sản phẩm PL

(23-30 tuổi, HCM city, N=30)

100% of respondents know about Phuc Long

83% of respondents have used Phuc Long at least 1 time
43% of respondents are light users (<1 time/month)

Product
Special tea: Core product – key
driver of value
COMBO COFFEE + SANDWICH
• Coffee (Black/Rich Milk)
• Sandwich
(Egg/Tuna/Beef/Chicken/Ham&C
heese)
• 3 minutes breakfast
All products are packed to be
taken away.
4Ps Analysis
6
Promotion Place Price
• Communication message 22 stores. 30.000VND – 65.000VND
is vague. (Dead Website, Mostly located downtown;
Facebook does not have HCMC and Binh Duong only.
consistent message);
• Few in-store promotions;
Loyalty program is not
enough.
 TASTE TASTE
Traditional and Fresh Highland Phin Sua Da– Dam Da Chat Phin
+ Sourcing the most qualified coffee bean from Phuc
Long’s farm and offering a very fresh taste
PRODUCT
COMBO COFFEE + SANDWICH COMBO PHIN SỮA ĐÁ + BÁNH MÌ
+ Coffee (Black/Rich Milk) +Coffee (Black/Rick Milk)
+ Sandwich (Egg/Tuna/Beef/Chicken/Ham&Cheese) +Vietnamese Bread (Grilled Pork/Pork
+ 3 minutes breakfast Meatballs/Fish cakes)
29k BUT BIGGER SIZE 29k
PRICE PER
COMBO (Original price: 43k = Sandwiches: 18k + Black/Rich milk (Original price: Bread 19k + Phin sữa đá (small)
(PROMOTION) Coffee (regular size) 25k) but occur in limited hours (7h- 29k → 38k)
10h a.m.)

EMOTIONAL Unleash your power and creativity everyday. -

New day is a new Adventure
 SWOT Analysis
8

STRENGTHS WEAKNESSES
• Established brand in

S W
• In Menu of Phuc Long, only
Vietnam. Special Tea Group is popular
• Special tea. to customer.
• Nice space. • Quality of Service not
consistent in chain…
• Crowded and lack of space

OPPORTUNITIES
• Increasing more
occasions for using
Phuc Long.
• Increasing awareness of
O T THREATS
• Hard to attract customer
to increase usage.
• Threats from many
competitors are widening
customer about other product list & upgrading
Drink Groups in Menu. service (The coffee
House, Highland…)
 Job to be DONE
9

GET TO BY

YOUNG OFFICE WORKERS USE PHUC LONG 1. CONVINCING CONSUMERS TO TRY

in more occasions (eg: AND REGULARLY USE coffee based
(22-30 year olds) product of Phuc Long in the morning.
morning)
Who are light users of
Phuc Long or other 2. OFFERING NEW DRINKS FOR MORE
brands (drink less than SELECTION (special tea line extension)
once a month)
3. GIVING MORE ATTRACTIVE
BENEFITS for loyal consumers
 Priority Task Map
10

Size

(2) (1)
Convince
Offer new
consumers
drinks for
to use PL
more selection
coffee

(3)
More attractive
benefits for loyal
consumers

Feasibility
 Drinking Occasions 11

Your great subtitle in this line

Demand Morning After lunch Afternoon After work Weekend

break
Uplifting X X X
Thirst X X X X X
Socializing X X
Indulgent X X
On-the-go X X

(23-30) 7 9 13 7 12
N = 30 (15%) (19%) (27%) (15%) (25%)
Product Coffee Coffee Tea Tea Coffee
Tea Fruit Fruit Tea
Fruit Fruit

Tap into Morning occasion by

Coffee based products
 12

Innovation concept
PHUC LONG
BREAKFAST COMBO
“Everyday I wake up and rush to work. Sometimes, I don’t even
have enough time for breakfast. Since my day is going to be
very busy, I really need something convenient to keep me awake
and give me more energy to complete all the tasks.“

Phuc Long coffee, a combination of high quality coffee from Vietnam

highland and special recipes invented by our dedicated creators to bring
you the authentic strong taste.

A cup of Phuc Long coffee will wake up every senses of you and inspire
you to begin a fresh, dynamic day.

We also offer you a breakfast combo with Phuc Long coffee and
nutritious sandwiches. Now you can have a quick (under 3 mins), healthy
and nutritious on-the-go breakfast to get more energy and start a whole
new day.
 ▪ Gender: Female/Male
▪ Occupation: Young officers
▪ Age: 22-30 years old
▪ Location: Ho Chi Minh City

Target ▪
▪
Income: Average (7 -20 mil VND/month)
Interest: music, travelling, hi-tech, gameshow,

Consumers
showbiz, fashion, cinema, connecting friendship…
▪ Characteristic:
Sociable, Young, Open-minded
High-tech savvy, Social Media frequent user

▪ Life style:
Enjoy sharing personal experiences on social
network.
Love hanging out with friends for chatting
 portrait of
They are young office workers,
Target Consumer
22-30 yrs old, live in HCMC. They
work for dynamic companies and
earn average income .
They also love to share their
thoughts and experiences on
social network because it will help
them to keep those moments stay
forever.
They are sociable and digital-savvy.
Digital & Mobile are their accessible &
convenient channels: Read news on Facebook,
listen to music (zing mp3, spotify…), chat on
instant message (messenger, viber…), earch &
watch video on YouTube
✓ Internet Savvy
✓ Trends early adopters
✓ Communicator: react and share
anything they are interested in
✓ Want special & personalized care
✓ Purchase decision: Relies more
friends & online reviews
✓ Purchase more from online / mobile
They often hang out with friends at
weekend to relax and keep them updated
about each others. They regularly choose to
meet at a coffee & tea shop where they can
comfortably chat, check-in on Facebook &
enjoy good drinks.
Reason to choose a coffee brand 16

(Source: Q&Me Research : Coffee in Vietnam Survey)

Online Purchasing Journey 17
 Consumer Journey
18

• WAKE UP • LUNCH (40%)

• ARRIVE AT WORK • RELAXING (38%) • WORKING (76%) • RELAXING

8:00-12:00nn 1:00-3:00pm 5:00-7:00pm

5:30 – 8:00am 12:00-1:00pm 3:00-5:00pm 7:00-10:00pm

• BREAKFAST • WORKING (76%) • HAVE DINNER (62%)

• WORKING (75%) • TAKE A BREAK (40%) • HANGOUT WITH FRIEND
(14%)

• Visit café (14%) • Activities on • Visit café (23%) • Online on PC/Lap • Watch TV (48%) • Watch TV (64%)
• Watch TV (12%) phone (36%) • Online on PC/Lap (22%) (23%) • Activities on phone (44%) • Activities on phone
• Activities on Phone • Online on PC/Lap • Activities on Phone • Activities on Phone • Visit café (13%) (82%)
(FB, YT) (18%) (21%) (11%) • Online on PC/Lap (23%)
 Consumer Journey
19

• WAKE UP • LUNCH (40%)

• ARRIVE AT WORK • RELAXING (38%)
• Facebook
• YouTube videos
• Music channels
• Online news
8:00-12:00nn 1:00-3:00pm

• OOH (LCD lift) 5:30 – 8:00am 12:00-1:00pm

• Promotion • BREAKFAST • WORKING (76%)

• Partnership • WORKING (75%) • TAKE A BREAK (40%)

• Visit café (14%) • Activities on • Visit café (23%) • Online on PC/Lap

• Watch TV (12%) phone (36%) • Online on PC/Lap (22%) (23%)
• Activities on Phone • Online on PC/Lap • Activities on Phone • Activities on Phone
(FB, YT) (18%) (21%) (11%)
Execution
 Phase 1 - Planning 21

May – Aug/ 2018 Sep – Dec/2018 Jan – Apr/ 2019

TIMELINE
PRODUCT COMBO BREAKFAST AFTERNOON COFFEE BREAK COFFEE PHUC LONG

CONSUMER
JOURNEY
AWARENESS & TRIAL ENGAGEMENT & TRIAL ADVOCACY
• Easily attracted with funny or
• Feeling cool when using branded product • Good taste
interesting story communication
• Convenience in the morning, near office • Funny/ interesting brand story
KEY INSIGHT • Promotion driven
• Love to try a new flavor/product • Feel cool when using branded
• Feel cool when using branded
• Promotion driven product
product

MEDIA DRIVE AWARENESS & CONVERSION

OBJECTIVES
• Digital (Facebook ads, Display Ads, YouTube TrueView… )
• OOH
• Digital (web, Facebook canvas,
CHANNEL • POSM at stores
YouTube Trueview…)
SELECTION • Promotion
• KOL
• KOLs
• Partnership to drive trial/conversion

TARGETING • 22 – 30yrs, BC class, F/M, HCMC / areas near Phuc Long stores ~ 10km diameters • Mass F/M, 15-25yrs, 25-40 yrs
APPROACH • Mobile 80%, PC 20% / Morning (6 – 10am) all days (P1) & Afternoon (10-1am) all days (P2) • HCMC & Bình Dương
• Reach/ Frequency/ Impression
• Reach/ Frequency/ Impression • Youtube Completed view : 2mil
• Completed view : 2mil
• Completed view : 2mil • Share rate
MEDIA KPI • Engagement rate increases 10%
• Arrival rate /Number of combo voucher : • Keyword Ranking
• Arrival rate /Number of combo voucher :
300.000 • Social sentiment
300.000
 22

Media Strategy

1
• Digital (Facebook ads, Display Ads, YouTube TrueView,
MASS MEDIA FORMATS social content ads… )
• OOH
to maximize reach among target audience group. • KOLs

Re-targeting

2
DYNAMIC & TARGETED MEDIA
FORMATS • POSM at stores
• Promotion
focus on driving trial & then convert to sales • Partnership to drive trial/ conversion
who have the need of finding combo breakfast with many
benefits (convenient, safe, branded) in busy morning.
 Media Strategy 23

Targeting Solution
Audience targeting Custom groups
Demographic & Interest layering
(1) Demographic: Users who search and
+ Age: 25+ consume content related to
+ Gender: male & female coffee shop, nice places to
+ Geographic: HCMC Users who interact with
check-in, cinema film,
mass media formats:
gameshow, branded
(2) Interest layering: products such as Nike,
+ Coffee & Tea - Engage with Social
Adidas…
+ Food & beverage content.
+ Discovery Coffee shop in town - Watch video
Who likes fanpages of
+ Music Highland, GongCha, Koi,
+Travelling Foody, Yan News…
+ Gameshow / Fashion / Trend
+......

Phuc Long current users Non-users

Competitors users (Highland…)

• Digital (Facebook ads, Display Ads, YouTube TrueView, social

• POSM at stores
content ads… ) • Promotion
• Promotion
• OOH • Partnership to drive conversion
• Partnership to drive conversion
• KOLs
 Phase 1- Channel Selection
24

JTBD Roles of Media Channels Channel Roles

Youtube Drive awareness, create WOM & influence action

Social Video on social in detail message,
A
W KOLs sharing Mass awareness
A
CONSUMPTION R
Facebook Ads &
E Influence action on social in detail message &
N Retargeting,
Get young office DRIVE PAID drive conversion
E FB Blast messenger
workers to use
Phuc Long in more
AWARENESS S
S
& OOH (LCD) Mass awareness
occasions by
convincing them to CONVERSION Display Ads
use PL combo on young office
Partnership Mass awareness & drive conversion
breakfast with workers 22-30yrs C
O (Grab, Zing, Spotify)
coffee in the N
morning. V
Engagement & drive conversion
E PL Fanpage
R
S OWNED POSM
I
Mass awareness & drive conversion
O
N Promotion voucher
 Phase 1 – Campaign Plan 25

W1,2 W3,4 W5,6,7,8 W9,10, 11, 12

TRIGGER
Project
Calendar AWARENESS
ENGAGEMENT
TRIAL & CONVERSION
TRIAL &
Tasks TRIGGER AWARENESS ENGAGEMENT
CONVERSION

Trigger TA about making Create awareness about PL Get consumers to

Engage with PL combo
Objectives different starting each combo with benefits & share about combo
benefits everyday
new day convenience experience

Do not keep starting Let’s experience a new

Message PL Combo breakfast with authentic taste of coffee that wake up
everyday boring & amazing start with your
your adventure everyday
exhausted as a zombie. friends NOW.

• Digital (Facebook ads, Display Ads) • Digital (Facebook ads,

• Digital (Facebook ads, Display • OOH (LCD) • Digital (Facebook ads, Display Display Ads)
Ads ) • Social video (YouTube TrueView) Ads) • POSM at stores / Activity at
Channels • OOH (LCD) • POSM at stores • POSM at stores building (PL store)
• Social video (YouTube • Promotion (voucher)/ Grab partnership • Promotion (voucher)/ Grab • Promotion (voucher)/ Grab
TrueView) voucher code), Zing MP3, Spotify partnership voucher code) partnership voucher code)
• KOL Sharing • KOL engaging
 Phase 1 – Campaign Plan 26

WEEK W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12

TRIGGER
PHASE AWARENESS
ENGAGEMENT
TRIAL CONVERSION

DISPLAY
SOCIAL VIDEOS (YOUTUBE)
SOCIAL CONTENT FANPAGE
GDN
Native Ad Content Mass awareness about combo & drive conversion
AdMicro
YouTube Trueview Introduction about combo concept "New day
Bumper Ads is a new adventure" with KOLs
Page Post Always-on content
Carousel Ad call to get voucher & book combo

AWARENESS Multi Photo

Video Ad Introduction about combo concept "New day
KOLs is a new adventure" with KOLs
Interactive video
Canvas
Messenger call to get voucher & book combo
Mini Game Trial combo Trial combo
LCD (in building with PL Mass awareness about combo & drive conversion
OOH
store)

PARTNERSHIP (GRAB CODE, ZING, Grab get voucher trial combo

SPOTIFY) Zing MP3
TRIAL Introduction about combo concept "New day is a new adventure" with KOLs
& Spotify
CONVERSION Free Voucher(Stores) Trial combo
POSM (AT STORE)
Hanger/Wobbler/Standee,
Awareness about combo to current users
LCD, door decal…
 Social videos with KOLs 27

Yound & Dynamic KOLs

• Perform at Day Character with song

• Sharing music songs in Fanpage.

7 songs for 7 days with KOL representatives (10s)

• Monday: ENERGY & CHEERFUL – KHỞI MY
• Tuesday: UNIQUE & DIFFERENT – DUY KHÁNH
• Wednesday : NEW STYLE & CONFIDENT – TRỌNG HIẾU
• Thursday : DEADLINE-KILLER – HOÀNG PHI
• Friday : FUNNY – NGỌC THẢO
• Saturday : CONNECTING (make friends) – 5 PEOPLE
• Sunday : RELAXING – 5 PEOPLE

Khởi My Duy Khánh Trọng Hiếu Hoàng Phi Ngọc Thảo

 KOLs
28

Net citizen group

• Sharing content in funny ways: promotion & music song videos series

Thổ dân Tùm lum chuyện Mạng nhện Hóng hớt showbiz
 DIGITAL
Mobile Features

Facebook Ads Display Ads Partnership

• Messenger blast (areas in • GDN • Grab

5km diameter around PL • Zing MP3
stores) • ADX
• Admicro • Spotify
• Carousel
• Multi photos
• Game Gif to get voucher
• Canvas

Fanpage Social KOLs

Engagement videos
• Game Gif to get • Series social video • Celebrities & Social
voucher 10s about each day community
• Social Content in a week (can apply • Engaging in music
engaging everyday in on music song) songs (7 days) &
working week sharing
YouTube Bumper Ad Demo
Series of Native Content Ad

Approach across related website via ad network.

Native Ad within the content is effective way to deliver the ad to user with less annoying them.
 Video Ad Demo

Maximize reach on Facebook by video Reach & Frequency. Approach across Health and news website via video ad network.
Native video within the content is effective way to deliver the ad to
user with less annoying them.
 Fanpage Engagement
33

• Sharing content in funny ways: Album “Best Quote in the day”

series and call for contribution content from fan to get voucher
 OOH
34

LCD frame in building with PL stores (HCMC)

Content flexible by days based on 7days adventure concept
 POSM
35

PHÚC LONG STORES

• POSM (Standee, wofler, hanger…)
• Free Voucher after every bill in 1 month
 Partnership
36

SPOTIFY & ZING MP3 GRAB CODE VOUCHER

• Introduce 7 songs & combo PL in music
song top albums.
• Partnership with GRAB in HCMC, Bình
Dương province: When guests book
successfully a drive (applied for all
vehicles), they have a code voucher to get
a PL breakfast combo)
 37

Budget Allocation

40% 20% 20% 20%

DIGITAL OOH POSM PARTNERSHIP

Create WOM Mass Drive Drive Awareness

(Social Video,
Display Ads, FB
Awareness Conversion & Conversion
ads,Social content
(LCD, Parking lot at (Voucher, (Grab, Zing MP3,
Fanpage, KOL)
office building have Standee…) Spotify)
PL stores/ Gas
station)
Our target consumers are Build consideration Raise awareness and Drive awareness &
high-tech savvy and social where target often arrive. trigger present consumers conversion.
media frequent users.
 Campaign Phasing 38

Must have Nice to have

TRIAL & TOTAL CHANNEL

CHANNEL TRIGGER AWARENESS ENGAGEMENT
CONVERSION SCORE RANKING

10% 50% 30% 10% 100%

DIGITAL DISPLAY (FB, GG ADS) 20% 30% 30% 30% 29% 1

SOCIAL VIDEO (YOUTUBE) 25% 15% 15% 10% 16% 3

SOCIAL CONTENT FANPAGE 10% 5% 10% 15% 8% 6

KOLS ENGAGING 20% 15% 10% 5

OOH (LCD IN BUILDINGS WITH PL
STORES)
20% 20% 20% 20% 20% 2
PARTNERSHIP (GRAB CODE,
ZING, SPOTIFY)
10% 20% 20% 13% 4

POSM (AT STORE) 5% 5% 5% 5% 5% 7

TOTAL 100% 100% 100% 100% 100%

 Annual Planning 39

May – Aug/ 2018 Sep – Dec/2018 Jan – Apr/ 2019

TIMELINE
PRODUCT COMBO BREAKFAST AFTERNOON COFFEE BREAK COFFEE PHUC LONG

CONSUMER
JOURNEY
AWARENESS & TRIAL ENGAGEMENT & TRIAL ADVOCACY
• Easily attracted with funny or
• Feeling cool when using branded product • Good taste
interesting story communication
• Convenience in the morning, near office • Funny/ interesting brand story
KEY INSIGHT • Promotion driven
• Love to try a new flavor/product • Feel cool when using branded
• Feel cool when using branded
• Promotion driven product
product

MEDIA DRIVE AWARENESS & CONVERSION

OBJECTIVES

• Digital (Facebook ads, Display Ads, YouTube TrueView… )

• OOH • Digital (web, Facebook canvas,
CHANNEL • POSM at stores YouTube Trueview…)
SELECTION • Promotion / Partnership to drive sales • KOL
• KOLs

TARGETING • 22 – 30yrs, BCD class, F/M, HCMC / areas near Phuc Long stores ~ 10km diameters • Mass F/M, 15-25yrs, 25-40 yrs
APPROACH • Mobile 80%, PC 20% / Morning (6 – 10am) all days (P1) & Afternoon (10-1am) all days (P2) • HCMC

• Reach/ Frequency/ Impression

• Reach/ Frequency/ Impression • Youtube Completed view : 2mil
• Completed view : 2mil
• Completed view : 2mil • Share rate
MEDIA KPI • Engagement rate increases 10%
• Arrival rate /Number of combo voucher : • Keyword Ranking
• Arrival rate /Number of combo voucher :
300.000 • Social sentiment
300.000
Keep
calm
&
Drink
coffee