1 Market overview 6 Target audience

2 Competitors 7 Insight

3 Brand analysis 8 Big idea

4 Analyze 6Ps strategy 9 Campaign objective

5 Main problems 10 Deployment plan

 Brand vision
Veyo carriers the mission of bridging the gap between green and healthy
plant-based nutrition and consumers, especially for the young who are highly
interested in nutrition & environment.

Strengths Objective
Taste: diverse, easy to drink TO convert current consumers of the Drinking yogurt category to try VEYO.
Healthy: 100% plant-based THAT can help Veyo gain 500,000 trial samples and build brand love among
Convenience: no need to use a the target audience group.
spoon, compact packaging
BY defining competitive advantages and develop a distinctive IMC plan to
grasp meaningful awareness and trials.

Category Competitors Consumers Company

Where is the How is the What is the tension What is our offer to
potential zone competitive of TA that Veyo can boost awareness,
to play (room landscape? address? trials and create
the win)? the brand love?
 1 Market overview

- According to SSI Research, domestic According to the assessment of market research units,
demand for dairy products was less affected at present, the young generation (Gen Z) is the one who
by COVID-19, only -6.1% decrease in value is deciding the future consumption trends with the
compared to -7.5% decrease in consumption characteristics of being well-educated, promoting a
of consumer goods. rapid use (FMCG) in the green lifestyle, and being active. social interaction on a
first 9 months of 2020 (source Nielsen). high-tech platform…
- Drinking yogurt contributes
38% to the structure of output and revenue
of the Vietnamese yogurt market (according
to Euromonitor). After COVID-19, drinking yogurt is becoming
- Thanks to high purchasing power, the global
more popular among consumers, especially gen
yogurt market will grow steadily by 6.4%
through 2025, according to Euromonitor. Z. At the same time, this is also the generation
Plant-based yogurt alone leads this trend,
that determines consumption trends.
with a growth rate of tripling - 18.9% per
year, reaching $6.5 billion by 2027.
2 Competitors

Fruit Original Live yeast

Consumption trends of Gen Z often change quite quickly, requiring a variety of flavors in each
yogurt segment. In the fruit-flavored yogurt segment, Veyo has few competitors. In terms of price
segment, Veyo has the same price as other drinking yogurt products in the market. This is also one
of Veyo's difficulties.
2 Competitors

Proposition The first plant-based Drinks from naturally Completely from nature
yogurt in Vietnam fermented yogurt

Paper box (stylized in Paper box, color based Hard plastic bottle, color
Packaging the corners), color on taste based on taste
based on taste

180ml 170ml 180ml

Volume
62kcal/100ml 65kcal/100ml 63.3kcal/100ml

All competitors are yogurt drinks with natural ingredients, diversifying flavors and increasing brands.
However, at present, there is no opponent who has strongly hit on the green lifestyle. Besides, Veyo also
has the advantage of low kcal, suitable for the needs of young people to keep fit.
3 Brand analysis

Consumers Segmentation
78% of young people choose fruit juice and 62% choose Young people choose to adopt a vegan lifestyle or
a nut-based drink as a "healthy drink". Interestingly, milk one with flexible choice yet in favor of vegetarianism.
tea - once a favorite of Gen Z - plummeted to only 13%.

Proposition Source of growth

The first plan-based drinking yogurt Gen Z young people are interested in a
in Vietnam green lifestyle, "healthy and balance" life-
Purpose: bringing new flavors and fresh energy style but still need the assurance of speed
from plants to help Vietnamese consumers easily and convenience.
follow a healthy & balanced lifestyle. Yomost users - these two drinking yogurt
have the taste quite similar.
4 Analyze 6Ps strategy

Proposition: The first plant-based yogurt in Vietnam

Proposition
Tagline: Good energy - Balance mood
The Story: Plant-based golden nutrition for a healthy and balanced life. Plant nutrition is a
global sustainable development trend, the most quintessential, healthy & nutritious gift that
nature bestows on humans.

GREEN LIFESTYLE: Not only a product, Veyo is also a companion in the journey of
green nutrition with you.

Water, yogurt naturally fermented from plant seeds.

Product 3 flavors: Japanese Strawberry, Yuzu Orange, Japanese Fairy Peach
Naturally fermented from 100% milk with 5 types of nuts: Macadamia, Walnut, Almond, Pista-
chio, Soy.

Combo 3 boxes - 25,000 VND

Price At the same price as other drinking yoghurts on the market today.

- Sold mainly in supermarkets and convenience stores

Place - At the supermarket, Vinasoy's products are placed on a separate counter
- At the convenience store, drinking yoghurts are stacked together.
4 Analyze 6Ps strategy

Quite small compared to other products, fancy design when looking at the picture but
Package when holding it outside is not attractive enough.

- Music MV "Find X - Min"

Promotion - Combine hashtags #NăngLượngLành #CânBằngCuộcSống
Functional benefit: Naturally fermented from milk with 5 nuts, processed with
modern technology to preserve all nutrients, Veyo Plant Yogurt is a healthy source of
energy to help the body balance nutrition, Life is on balance mode.
Emotional benefit: Work hard - Play hard - Healthy & balance let Veyo take care of it!
The balanced dance is used in TikTok dance, the music is speeded up but not widely
spread, Veyo's TikTok channel has only posted 3 clips since the beginning of June
until now.

Veyo's strategy revolves around the theme of "healthy and balance", hitting the insight of
Gen Z. However, the communication direction has not created enough excitement, easy to
confuse with the Gen Y customer file.
5 Main problem

The reason why young people have not tried Veyo

- Have not intended to use yogurt to drink, still
used to eating yogurt.
- Have a habit of using previously known brands.
- Haven't seen Veyo's ad so I don't understand the
product well.

Brand awareness of Veyo

Veyo's communication direction on Youtube,

TikTok is focusing on emotional benefits, not
yet effective for new customers.
=> Low brand awareness due to lack of com-
munication activities to attract young people
about functional benefits.
 Vy Vy - 20 years old
6 Target audience Customer profile Location: Ho Chi Minh City
Standard of living: Medium

Vy often surfs social networks for entertainment after school

and stressful work, as well as updates with new news, useful tips
for life and health.

Summer is when I have the most energy and time to go out.

However, the deadline is still holding me back, I gradually lost
Demographics my working mood when I saw everyone hanging out and I was
Gen Z (18-25) sitting here working.
Location: Cities (HCMC, Hanoi,...)
Standard of living: midium - high As an active and busy Gen Z with deadlines, Vy always wants to
find quick and optimal solutions to both enjoy the fun and bal-
Needs & Behaviors ance nutrition in life.
- Care about health, green lifestyle.
- Interested in healthy food and drinks.
- Like the speed, convenience. Drivers Barriers
- Likes novel products. "Mình muốn có một ngày thật năng "Làm việc liên tục khiến mình mệt quá!"
suất, hoàn thành hết deadline." "Mình muốn có nhiều năng lượng
- Usually buy at supermarkets, convenience
stores "Mình muốn sống healthy hơn, lành nhưng uống nước ngọt hoài lại không
mạnh hơn." tốt cho sức khỏe!"
- Regularly use social media: Facebook,
TikTok, Youtube,...
7 Insight

Category truth Product truth

Drinking yogurt is good for health, adding energy 100% plant-based drinking yogurt with
as a snack during the day. a variety of flavors. Not only a product,
Veyo is also a companion with you in
Consumer truth the journey of green nutrition.
Young people often recharge with carbonated
drinks, snacks, but they also need something new
to both recharge and be healthy.

"Tôi thường uống nước ngọt, ăn vặt vào những lúc làm việc mệt mỏi.
Tuy nhiên, tôi cũng ý thức được đó là những thực phẩm không tốt
cho sức khỏe. Tôi cần tìm kiếm một điều gì đó mới mẻ để khơi dậy
năng lượng trong ngày, vừa đảm bảo tốt cho sức khỏe nhưng cũng
cần sự nhanh gọn, tiện lợi."
 "Mùa hè là thời gian vui nhất để các bạn trẻ tận hưởng được những khoảnh khắc

Strategic
vui chơi cùng bạn bè. Tuy nhiên, deadline vẫn luôn níu chân, khiến các gen Z bỏ
lỡ những cuộc vui. Dần dần, họ làm việc trong sự tiếc nuối và mất dần năng

approach
lượng. Họ tìm đến cafe, thức uống có gas,... nhưng liệu những đồ uống đó có tốt
cho sức khỏe?

Làm sao để một gen Z năng động cân bằng được giữa việc nạp đầy năng lượng
và việc đảm bảo sức khỏe trong mùa hè nhộn nhịp này?"

9 Big idea "YOLO cùng Veyo

Rộp rộp nộp deadline"
"Mùa hè chỉ đến có một lần trong năm, giống như việc bạn chỉ được sống duy nhất một lần trong
đời, vậy nên phải sống cho thật đáng, thật vui. Đừng để những deadline, những năng lượng tiêu cực
kiềm chân bạn lại, khiến bạn bỏ lỡ những cuộc vui, những trải nghiệm thú vị.
Tiếng ""rộp rộp"" khi uống nhanh sẽ giúp bạn khơi dậy năng lượng, phá tan bầu không khí yên lặng,
mở đầu cho một mùa hè đầy sôi động.
Hãy để Veyo trở thành người bạn đồng hành trên con đường khám phá những điều mới mẻ, mà vẫn
giữ cho bản thân một lối sống xanh, đảm bảo sức khỏe."
9 Campaign objectives

Convert 1 million current consumers of

the Drinking yogurt category to try VEYO Yogurt

Spread meaningful awareness to 16 million target audience

500,000 trial samples
Take the first step to build brand love among the target audience group
10 Deployment plan
 PHASE 1 PHASE 2 PHASE 3 PHASE 4
Through 3 moths 1 month 1 month 1 month
Create awareness of Veyo's Encourage youth to hang out to Create a reason to buy and try Veyo Maintain a green lifestyle for
Objective functional benefits, each enjoy the most of summer.
Brand awareness
young people. We encourage
flavor will suit each time of you to continue drinking yogurt
Cooperate with Coolmate and
day. Protect the environment regularly.
UNIQLO to create opportunities
for customers to try the product.

TVC 1: Orange flavor for the With each Eco-friendly product Check-in the place you hang out, take a pic- Invite KOLs to share about
Activity morning of Coolmate or UNIQLO, you will ture with Veyo, post it on social media with green lifestyle. Share about the
receive a free box of Veyo drink- the hashtag #YOLO #Veyo. Those with high functional benefits as well as
TVC 2: Strawberry for lunch
ing yogurt. interaction will receive gifts from Veyo. the benefits of a green lifestyle.
TVC 3: Peach flavor for the
Top30 - Combo 3 boxes of Veyo Some KOLs like Wowy, Suboi,
afternoon
Tran Quang Dai, Giang Oi, Chau
Top20 - Combo of 3 Veyo boxes, a stainless
Bui,...
steel cup with your own name engraved, a
set of stainless steel straws

Top10 - Combo of 3 Veyo boxes, one product

from Coolmate, one product from UNIQLO,
one stainless steel cup engraved with your
own name, one set of stainless steel straws
Facebook, Instagram, Tiktok,
Channel Youtube, TV
Facebook, Instagram, Tiktok Facebook, Instagram, Tiktok Facebook, Instagram, Tiktok

Budget 8.000.000.000 3.000.000.000 1.000.000.000 2.000.000.000

(VND) Costs incurred: 1.000.000.000
THANK YOU