TIGER PLATINUM

THE FIFA TOURNAMENT

Tiger team – PSO 03 Class
HCMC, Jun 11, 2022

Tuan Pham Khanh Nguyen Vu Vuong Dung Vo Thien Huynh Dung Pham
(ID: 22002722) (ID: 22002430) (ID: 22000523 ) (ID: 22002806 ) (ID: 22002627) (ID: 22002978)

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OUTLINE
1. Tiger Platinum Objectives 2022
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big Idea
4. IMC Plan
5. Media Landscape & Deployment

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OUTLINE
1. Tiger Platinum Objectives 2022
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big Idea
4. IMC Plan
5. Media Landscape & Deployment

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Tiger Platinum Objective 2022
Business Objectives:
- Increase market share of Platinum to 0.5%
- Increase sales volume: 235k hls in volume
Marketing Objectives:
- Gain penetration among drinkers aged 18-24
- Establish a stronghold in the minds of gen Z community
Communication Objectives:
- Strengthen brand awareness among drinker as premium, inspirational and desirable beer
- Become “top of mind” beer for young drinkers in in key cities.
- Enhance excitement for product trial among gen Z.
Media Objectives:
- Reach target consumer effectively and frequently.
- Maximize view and engagement
- Generate lead and drive conversion.

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OUTLINE
1. Recap the brief (Objectives - Brief Recap)
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big idea
4. IMC Plan
5. Media Landscape & Deployment

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Vietnam beer market
Vietnam beer market in the world map Vietnam beer market forecasting to 2025

Vietnam consumes alcoholic products, which is twice the Beer market is hit hard by covid-19 but expected to recover
average and the fastest proportion of alcoholic quickly in 2022 with growth at +40%
consumption in the globe
Reference: WHO Global Health Observatory 2021. Statista 2022
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Tiger is the leading brand in Vietnam

Reference: Neilsen Report. Data has been modified.

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 Tiger portfolio diversified in Vietnam

Tiger Tiger Crystal Tiger Platinum

Launch year 1932 2009 09/2021

Functional: Finest quality
• • Functional: -1oC Iced-filter/ Cold
ingredients, such as barley grown in Suspension, light & crisp finish • Functional: 4-4.5% ABV with
Benefits Australia and Europe and hops from sophisticated flavors and aromas
Germany • Emotional: Refreshment
• Emotional: Young, Courage
• Emotional: Confidence
Target Audience 35-45 25-35 18-24

Reference: heineken-vietnam.com.vn
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 Tiger Platinum positions itself as a premium light beer
with sophisticated flavor and aromas
4o Light
Easy to drink

Premium light beer

4.2o

4.6o Economy Premium

4.8o

5o
Bold
8k VND 12k VND 18k VND 18k VND 20k VND 30k VND
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Competitor Analysis

Reference: bachhoaxanh.com
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Competitor Analysis

Reference: bachhoaxanh.com
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Competitor Analysis

Reference: bachhoaxanh.com
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Platinum gain more online attention after launching

Reference: Google Search Trend

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Tiger Platinum as the market challenger

Market attractiveness → High Competitive position → High

➢ High sales volume and profitability most of the time ➢ Exceptional & durable differentiated advantages
➢ The growth rate always exceeding the industry ➢ R&D aptitudes & resources ensure a strong market
standard & segments in the double size presence
➢ The surging concerns on health & experiences ➢ Top 2 preferable beer brand in the minds of
customers in Vietnam as for product quality & CSR

Challenge for leadership Leverage exclusively the forte Strengthen weaknesses

Confront Saigon Chill & Heineken Take advantage of the 1st wheat beer lager with Consistently inherit Tiger’s brand
Silver with their existing market share in citrus aromas and abundant coverage of power, with a reputation for a high-
key cities by sustainable competitive distribution channels from Heineken (the holding quality beer, impressive advertising
advantages. company of Tiger) with positive messages

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 3 Demographic Changes That Will Impact Beer Consumption
1) Young consumers as the future 2) Higher income and opportunity for premiumization
Higher income group continues to increase and expects to reach almost
~20% in 2030. The higher the income, the more they drink alcohol and
Attracting attention, the more premium products they chose
staying relevant with
their needs and
removing barriers in
trying new products are
the key factors to
capture the young
consumers.

Source: Institute for Population and Social Affairs (2018)

3) Female drinkers – emerging space to explore

Female drinkers account for 30% of total market and expects to increase along with
their growing demand for socialization and entertaining → huge potential to explore

Source: Worldpanel Division | Households Panel | Urban 4 Key Cities Vietnam

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Customer portrait

Male and Female University student

18 - 24 White-collar worker

6 key cities Fast-pace life

(Hanoi, Travel
HCMC, Da Music
Nang, Nha Adventure & risk taker
Trang, Hai
Phong, Can Beer moment: After
Tho) work, friend meet up,
relax & chill with food

📌 Digial-tech savvy 📌 Express themselves from the inside:

Rapidly catch up on new digital, technology and Go out and entertain with a mixed-gender
information. Daily active on social media and E- friend group, reflect or raise my social status,
commerce app/web for entertainment, shopping share my new experiences, update new trend
and sharing. and talk in town.

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 Brand Essence
Tiger inspires you to
ignite the inner courage
to live true to your
passions Category truth
Deliver the winning spirit &
refreshing experiences to drinkers
& represent personal symbol

Company truth
A brand reputable for the
superior quality & innovation
with positive message of young
spirit, motivation & pride

Consumer truth
The urge of imprinting personal
trademarks & exploring the world

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OUTLINE
1. Tiger Platinum Objectives 2022
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big Idea
4. IMC Plan
5. Media Landscape & Deployment

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Game is a good touchpoint to reach 80% gen Z

Reference: Newzoo CI Games and Esports

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 BIG IDEA
CONSUMER INSIGHT
Gen Z has the willing to prove their talents & leave their own trademarks to
the world. As a dynamic and talented generation packaged with high-tech
behavior and open mindset, they realize that gaming is not only a pure
hobby but also a platform for them to express themselves. However, they
are under pressure from family and older generation by prejudice of playing
game as being “hư hỏng”, “chơi bời”… and there are few platforms for
them to get rid of those preconceptions.

ROLE OF THE BRAND

Being a brand dedicated to Gen Z, Tiger Platinum is ambitious to create
community with unconventional “raw” talents to awaken their courage and
roar to the world. an enthusiastic and challenging game for young people to
play with friend and enjoy the excitement and proud to be winner.

BRAND APPROACH
Tiger Platinum collaborates with Fifa to create e-sport arena for Gen Z
gamers to compete with friends and claim their own victory and champion
to their friends.

BIG IDEA
TIGER RAW – ROAR

BIG IDEA
UNCAGE RAW TALENTS, ROAR YOUR OWN MARK

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Content pillar
UNCAGE RAW TALENTS, ROAR YOUR OWN MARK
Khai phá tiềm năng – Gầm vang hệ bãn lĩnh

Gaming - the land for Gen- Gaming – the stage of Gen-Z to Gaming – the dream and hope
Z to leave their own mark. show their talent of Gen-Z

• Vietnam is an emerging/ • Testimonials: understanding • Find out the champion

progressive market, with the voice of Gen Z calling for • The future of Vietnam E-
the gaming industry rising Tiger Platinum’s spirit (which is Sport
strong. SEA Games even in line with their uncage spirit) • Portrait of finalists: dream &
has included e-sport in Tiger Platinum to join hands hope
the game with FIFA to help The New
• Gen-Z found Progressives uncage
unconventional way to themselves
express themselves & • Outcome: now they are
explore their talents participants in the Platinum
FIFA competition, living their
own dream & have a chance to
show their talents to the world

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OUTLINE
1. Recap the brief (Objectives - Brief Recap)
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big Idea
4. IMC Plan
5. Media Landscape & Deployment

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FIFA Online 4 – About the E-sport

FIFA Online 4 is a popular football simulation game

created by EA which has a large community in Vietnam
with around 2 million members, heavily focused on Gen Z
of 31%.

Players must be strategic to select and arrange a squad

of the 11 most elite names to compete against other
players.

Flexible play form on both keyboard or console.

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 TARGET AUDIENCE FOR GAME CAMPAIGN

31% of GenZ gamers playing eSports

● More than 600,000 GenZ gamers playing Fifa
Online 4
Nearly 2 million people playing Fifa Online 4
● Nearly 36,000 GenZ gamers daily interacting with
Fifa Online 4
Over 100,000 members of Fifa Online 4

GenZ gamers
insight

Play for
Improve
entertainment
game skills

5-10 hours game videos game 11-20 hours

per week watching livestream per week

game videos
watching

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 Why FIFA Online fits well with the brand?

✓ FIFA Online 4 has been selected in the Tiger Platinum campaign as it is relatively connected to Tiger
Platinum's brand essence in terms of dynamic, courageous, unstoppable, explorative, calm, and
magnetic.

✓ Furthermore, football is a king sport, and the success of this sport in Vietnam in the past five years,
especially the U23 men's and women's national teams at the 31st Sea Games held at home, has
created a colossal spillover effect in the community. Therefore, Vietnamese people have enormous
concern about events related to this sport regardless of men and women.

✓ Tiger Platinum accompanying FIFA Online 4 is a way to help young people uncage raw talents by
experiencing the anxiety of their football idols in stressful matches. And they are then igniting the joy
of winning with skill, bravery, and determination to shape their identity and roar on the world in Tiger
way.

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Platinum Tournament – Strategy in one page

Target M/F, 18-24, living in 6 big cities (HCMC, Hanoi, Can Tho, Nha Trang, Da Nang)
Audience

Objective Raise awareness of Obtaining rewards (e.g., QR code) Strongly imprint the brand
Tiger Platinum among through purchasing Tiger Platinum to essence of Young, Dynamic,
gen Z gamer own special-skilled footballers during the Uncage,& Innovative in mind
tournament. of gen Z

Reach 3.92M gen Z in 6 Engage 600,000 gen Z to Gain 7.84M impressions

KPI big cities join the tournament during the tournament

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 FIFA Online 4 – Key activities

Tiger Platinum collaborate with FIFA Online 4 to launch a competition with 3 phases:

DISCOVER TIGER UNLEASH THE TIGER TIGER ROAR

Recruitment Mass competition Knock-out Stages S&F Amplify

Announce the Fifa In mass competition After 2 weeks, 48 players with the The 4 The winning
Online 4 sponsored by stage, each player will highest points will be divided into 16 strongest team will
Tiger Platinum on compete against each teams (3 people each) to enter the teams will have the
gamer and gen Z other to accumulate knock-out stage. Matches in this stage advance to opportunity
community points, 3 points for the will take place every Saturday and Semi Final to compete
winner, 1 point for a Sunday. stage. The 2 and interact
draw and zero point for The Organizing Committee will randomly team with
the defeat. draw 8 pairs of matches as well as winners in 2 Vietnamese
branching out for the above pairs. matches will FO4 players
go through as well as
. the Final for KOLs.
the victory.

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 How we imprint our Platinum to Gen Z players?

Brand KV Viral clip QR Code for game footballer Special Game Console

Brand KV and messages 1-minute story-telling clip to make Special package with QR code Special game console will be
will be utilized in game a strong link between gamers’ will be produced for gamer to buy produced as a gift for buying
and PR article spirit and Tiger Platinum and and upgrade the team. Platinum.
convey the 2 content pillars
6s clips to make game
announcements during mass
competition and final.

Enhance AWARENESS Enhance AWARENESS Increase CONVERSION Increase CONVERSION

Imprint BRAND ESSENCE Imprint BRAND ESSENCE
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 THE CONTENT OF VIRAL MESSAGES TO THE CAMPAIGN

Viral Clip 1 - Discovering young Tigers Viral Clip 2 – The urge to conquer Viral Clip 3 – The new Horizon

Tiger Platinum sponsors FIFA Online 4 to The companion of Tiger Platinum with Gen-Z Booming with Tiger Platinum in the Semi-

create a platform for young gamers to compete in the mass competition round is to unleash Final & Final contest by performing gamer’s

with one another and act on their passion. the energy by expressing willpower and genius with a new gamepad (Cantroller)

uncaging raw talents to conquer. In addition, then showing Tiger’s leading position in

gamers can buy Platinum beer cans with the technology innovation. Finally, the truly

QR coding imprinted, which aids gamers to brave and talented will be able to roar their

upgrade themselves to prepare for the knock- own mark on the world. Testimony 3 might

out stage. arouse each one's unique qualities and the

social concerns about Tiger Platinum.

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 Campaign milestone

DISCOVER TIGER UNLEASH THE TIGER TIGER ROAR

Month June July August

Week W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Mass competition

Knock-out

S&F

Amplify

QR promotion

Cantroler promotion

Vouchcer promotion

Viral clip 1-min clip 6s clip 6s clip

Launching Online marketing On going

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OUTLINE
1. Recap the brief (Objectives - Brief Recap)
2. Market & Brand Analysis (Target Audience -
Market - Competitor - Brand)
3. Big Idea
4. IMC Plan
5. Media Landscape & Deployment

Internal
 Media landscape

What gen Z does online What flatform gen Z uses What activities gen Z likes

Top Time Spent (mins)

TOP SOCIAL MEDIA
Game Consoles
COMMERCE
Music Streaming
97% FB
Social Media

Online Press
85% Youtube

Online TV 45% Tiktok ENTERTAINMENT COMMUNITY

0 50 100 150 37% Technological sites

Top 5 Preferable Media (mins)

Source: KEPIOS (Feb, 2022), available at: DATAREPORTAL.COM/LIBRARY Internal

 Campaign Communication framework
JUNE JULY AUGUST
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

PHASE DISCOVER TIGER UNLEASH THE TIGER TIGER ROAR

• Attract gen Z to the
• Raise attention about PLATINUM FIFA Competition.
• Maximize no. of gamer joins competition big finalist and after
OBJECTIVE • Make the “Uncage raw talent. Roar your own mark”
• Spread the image of Tiger Platinum by Platinum Fifa competition events.
• Unveil CANTROLLER to start new trend • Maximize sales
video go viral
• Maximize sales performance by QR code and CANTROLLER promotion performance and
Voucher

KEY MESSAGE UNCAGE RAW TALENTS, ROAR YOUR OWN MARK

Informative, Unique,
TONE AND MOOD Inspirational, Explorative, Motivative Competitive, Progressive, Innovative Outstanding
Game banner Game & promotion banner Game & Cantroller Banner Game banner
KEY ASSET KOL teasing clip User-Generated Content User-Generated Content Voucher banner
Viral clip Viral clip Viral clip
• Banner on Facebook & • Banner on Facebook &
Garena • Banner on Facebook & Garena
• Banner on Facebook and Garena Garena
• KOL livestream • KOL livestream & review Cantroller Facebook,
• KOL teasing on Facebook, Youtube, Tiktok • PR articles about game
Facebook, Youtube Youtube
• PR articles about game • Youtube advertisement
DIGITAL ACTIVITIES • Youtube ads and • PR articles about cantroler and final round
• Youtube advertisement and instream ads for viral clip and instream ads for
instream ads for viral • Youtube advertisement and instream ads for viral clip
viral clip
clip

E-commerce advertisement and promotion

Available in convenient stores, grocery stores and supermarkets for Tiger Platinum beer products
IN STORE & ONLINE STORES
Available on e-commerce sites and supermarkets with delivery service for Tiger Platinum beer products

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Phase 1 – DISCOVER TIGER
• Raise “Awareness” about Tiger Platinum companion to Fifa Online 4 competition
OBJECTIVE
• Make the “Uncage raw talent. Roar your own mark” video go viral

• Youtube
CHANNEL
• Facebook banner

• Create 1-minute video clip (masthead; in-stream) and advertise it on Youtube platform during June
CREATIVE
• Post a banner, which size is 1920x1080, on Facebook of Tiger and Fifa Online 4 and on Garena display app

• Impression: 23,520,000 on Youtube masthead; 11,760,000 on in-stream Youtube

• Frequency: 6 on Youtube masthead; 3 on in-stream Youtube
DIGITAL METRIC
• Reach: 3,920,000 on Youtube
• View: 5,000,000 on in-stream Youtube

• Cost per miles for Youtube masthead

BUYING METHOD
• Cost per view for in-stream Youtube

• Youtube masthead: 874,996,214

BUDGET • In-stream Youtube: 1,618,985,500
=> Total: 2,493,981,714

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Phase 2 – UNLEASH THE TIGER
• Maximize the number of gamer joining competition
• Spread the image of Tiger Platinum by Platinum Fifa Online 4 competition
OBJECTIVE
• Unveil CANTROLLER to start new trend
• Maximize sales performance by QR code and CANTROLLER promotion

• Youtube
• Facebook
CHANNEL • KOLs
• PR Articles
• Technological Sites

• Create a 6-second video clip to introduce the competition and sponsorship of Tiger Platinum, and advertise it on in-stream
Youtube
• Post a banner of the competition and QR Code Promotion on Facebook, advertising it on New Feed and Facebook Right
CREATIVE Column. “Cantroller” is also advertised on Top website by affinity
• Book 5 KOLs to raise the competition and QR Code; 5 KOLs to review “Cantroller”
• Introduce about “Cantroller”, the competition and QR Code on 40 posts of electronic media
• Write advertised posts of the competition, QR Code and Cantroller on Technological Site (GameK)

• Impression: 11,760,000 on Youtube; 15,680,000 for game and QR Code and 45,000,000 for Cantroller on Faecebook;
27,600,000 for game and QR Code and 20,700,000 for Cantroller on technological sites
DIGITAL METRIC • Reach: 3,920,000 on Youtube; 3,920,000 for game and QR Code and 15,000,000 for Cantroller on Facebook; 6,900,000 for
game and QR Code and for Cantroller on technological sites
• View: 10,000,000 on Youtube

• Cost per miles for Facebook and Technological Sites

BUYING METHOD
• Cost per view for Youtube

• Youtube: 3,237,971,000
• Facebook: 718,361,090
• KOLs: 413,358,000
BUDGET
• PR Articles: 826,716,000
• Technological Sites: 2,994,778,710
=> Total: 8,191,184,800 Internal
Phase 3 – TIGER ROAR
• Attract gen Z to the big finalist and after events.
OBJECTIVE
• Maximize sales performance and Voucher

• Youtube
• Facebook
CHANNEL • Technological Sites
• PR Article
• E-commerce Apps

• Create a 6-second video clip for “Semi Final, Final and Amplify” and advertise it on in-stream Youtube
• Post a banner of Semi-Final and Final round on new feed and Facebook right column
CREATIVE • Write a post of the competition on technological sites and PR articles (20 posts)
• Advertise Tiger Platinum voucher on E-commerce Apps

• Impression: 11,760,000 on Youtube; 28,000,000 on Facebook; 13,800,000 on Technological Sites; 9,800,000 on E-commerce
App
DIGITAL METRIC
• Reach: 3,920,000 on Youtube, 3,920,000 on Facebook; 4,900,000 on E-commerce app; 2,300,000 on Technological Sites
• View: 10,000,000 on Youtube

• Cost per miles for Facebook, Technological Sites, E-commerce applications

BUYING METHOD
• Cost per view for Youtube

• Youtube: 3,237,971,000
• Facebook: 578,701,200
• Technological Sites: 142,608,510
BUDGET
• PR Articles: 413,358,000
• E-commerce apps: 1,282,787,660
=> Total: 6,113,840,392
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 Deployment Plan Summary
DISCOVER TIGER UNLEASH THE TIGER TIGER ROAR

Month June July August

Week W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Mass competition Impression: 13,800,000

Impression: 9,200,000 on Technological Sites
Knock-out technological sites (GameK)
Banner on Facebook Fanpage of Tiger
(GameK)
and Fifa Online 4 and on Garena display Impression: 18,400,000 on
S&F app KOLs, PR
technological sites (GameK) Article
Amplify

QR promotion
600,000 engagement
Cantroler promotion
Impression: 11,760,000
on Facebook
Voucher
promotion
Impression: 9,800,000 on
Viral clip E-commerce app
(Shopee vs Lazada)

Impression: 58,800,000 on Youtube Online marketing

Launching On going
View: 25,000,000 view on Youtube

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THANK YOU
FOR YOUR ATTENTION!

Internal