XÂY DỰNG KẾ HOẠCH QUẢNG CÁO TVC CHO STRONGBOW

HO CHI MINH CITY UNIVERSITY
OF ECONOMICS AND FINANCE

STRONGBOW TROPICAL PINEAPPLE
No.

Student

Student ID

Rate (%)

1

Lê Hữu Tài

205045317

100%

2

Nguyễn Khắc Duy

205041865

100%

3

Nguyễn Thị Hải Học

205045311

100%

4

Phạm Thị Hoàng Oanh

205045326

100%

5

Nguyễn Thị Kiều Oanh

205045288

100%

6

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 ............................................ 3
1.

Overview about Strongbow Cider .................................................................... 3
1.1. Strongbow Cider........................................................................................... 3
1.2. About Strongbow Tropical Pineapple .......................................................... 3
1.3. Competitors .................................................................................................. 4

2.

Target customer and need ................................................................................ 7
2.1. Target Market ............................................................................................... 7
2.2. Needs ............................................................................................................ 8

3.

Purchasing Power ............................................................................................. 9
3.1. Measure the Purchasing Power .................................................................... 9
3.2. Demand in current market ............................................................................ 9

4.

Insight customer ............................................................................................. 10

5.

Idea concept.................................................................................................... 11

6.

Key message ................................................................................................... 11

II.

CHOOSING THE MARKETING TOOL ..................................................... 12

1.

Objective ........................................................................................................ 12

2.

Choosing the marketing tool_TVC _Television Video Commercials ........... 12

III.

CREATIVITY .................................................................................................. 12

1.

Idea ................................................................................................................. 12

2.

Moodboard ..................................................................................................... 13

3.

Concept........................................................................................................... 13

4.

Storyboard ...................................................................................................... 14

5.

Photoshoot ...................................................................................................... 14

6.

Retouch........................................................................................................... 14

7.

Framing .......................................................................................................... 15

8.

Push ................................................................................................................ 15

9.

Result.............................................................................................................. 16

IV.

REFERENCES................................................................................................. 17

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Strongbow Tropical Pineapple

LIST OF PICTURE AND TABLE
Table 1: Target Customer of Strongbow Tropical Pineapple.................................. 7
Table 2: Push for Strongbow Tropical Pineapple ................................................... 15

Picture 1: Packaging Strongbow Tropical Pineapple ............................................... 4
Picture 2: Product of Somersby .................................................................................. 5
Picture 3: Product of Magners .................................................................................... 6
Picture 4: Product of RIO ........................................................................................... 6
Picture 5: Beer of Saigon, Heineken, Tiger................................................................ 7
Picture 6: Moodboard of Strongbow Tropical Pineapple ...................................... 13
Picture 7: Storyboard of Strongbow Tropical Pineapple ....................................... 14

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Strongbow Tropical Pineapple

I. INTRODUCE ABOUT STRONGBOW CIDER

1. 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 4 cans: 77,000/pack

•

Strongbow 24 cans: 462,000/carton

Alcohol: 4.5% gluten-free

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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.

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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.

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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

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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

2. Target customer and need
2.1. Target Market
Table 1: Target Customer of Strongbow Tropical Pineapple

GEOGRAPHIC
Strongbow has a presence in 2 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

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Strongbow Tropical Pineapple

Income

From 4 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.

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Strongbow Tropical Pineapple

To some people, they enjoy summertime through trips, and outdoor activities, but some

people, they do not have much time to spend during summer so relish through food and
beverage is the possible thing they are able to do such as seafood, or simply tropical fruit like
a piece of pineapple, or coconut, … to happily “taste” summertime.

3. 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.

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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.

.

4. 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

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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 do the things we like like reading, cooking, cleaning the house or maybe
drinking something in the corner of the room.

5. 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 do 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.
6. 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.
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Strongbow Tropical Pineapple

II. CHOOSING THE MARKETING TOOL
1. Objective
Increase 1.36 % brand new product awareness

2. 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

1. 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.

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Strongbow Tropical Pineapple

2. 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

3. 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."

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Strongbow Tropical Pineapple

4. Storyboard

Picture 7: Storyboard of Strongbow Tropical Pineapple

5. 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.

6. Retouch
Brightness: Increase the brightness of the photo to make it brighter and more vivid.

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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.

7. 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.

8. 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)

9. Result

( Source: My team )
Click twice to play
Same result

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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 của Strongbow thành công đột phá nhờ sự độc đáo, tinh tế, đánh
trúng tâm lý của nhóm khách hàng mục tiêu, nhahangso.com,Retrieved April 2, 2023, from
Chiến lược marketing của Strongbow - độc đáo tạo lối đi riêng
[3] Vietnam Media Landscape 2022, happio, Retrieved April 2, 2023, from

/>[4] CÁC KÊNH TIẾP THỊ VÀ LÒNG TIN CỦA NGƯỜI TIÊU DÙNG, TAM VIETNAM,

Retrieved April 2, 2023, from

/>[5] Top 7 loại nước trái cây lên men thưởng thức dịp Tết, Bách Hoá Xanh. com, Retrieved
April 2, 2023, from

/>[6] Trang chủ Strongbow, Retrieved April 2, 2023, from

/>[7] 19 THƯƠNG HIỆU CHAMPAGNE NỔI TIẾNG THẾ GIỚI, Cao Minh, Retrieved April
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/>
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