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THAO NGHI & HOANG LAN

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All coffee users, including group of Vinacafe current users, and group of Vinacafe lap users & competitor users (Nescafe & G7)

25-40, ABC, modern, contemporary. They’re all proud of Vietnamese coffee culture heritage.

They’re all inspired with coffee unique taste & aroma and looking for great cups of coffee experience

TARGET AUDIENCE

Umbrella Idea

Experience A Great Cup of Coffee with Timeless Taste at Vinacafe Heritage Coffee House

Key message: Only Vinacafe can bring Vietnamese drinkers true experience of A GREAT CUP OF COFFEE (HERITAGE COFFEE)

DEPLOYMENT PLAN

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PHASE 1 – Invite

Objective: HERITAGE STORIES INTRODUCTION

TA will be attracted by the vintage & intriguing appearance of booth which is in shape of a coffee house.

Even more, PGs dressing like coffee experts will approach TA to deliver a quick speech about Heritage Coffee stories of Vinacafe.

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PHASE 2 – Experience

Objective: LET TA EXPERIENCE TRUE COFFEE

Invite them a cup of heritage coffee

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DEPLOYMENT PLAN

PHASE 3 – Amplify

Objective: Let TA discover the heritage stories by themselves

PG will give TA a pack of gift set including of Vinacafe dry samples and a heritage booklet.Then, TA can discover the heritage stories by themselves even when they are not at booth with Vinacafe experts.

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PROS & CONS

Pros:1. Idea relevant with Vinacafe root strength and its newest communication message: Tinh túy vị thời gian.

2. Deployment plan has well-delivered the idea and key message with heritage style of booth/ uniform/ plastic cup designs.

Cons:1. Heritage stories seem too complicated to verbally deliver.