young marketer elite 3 graduation challenge 2 - ngọc khánh phạm

YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Individual Graduation Challenge 2]

Ngọc Khánh Phạm

Business context

Challenge:

Launch new brand cạnh tranh trực tiếp với Hảo Hảo trong phân khúc trung cấp, mục tiêu đạt

17% thị phần trong phân khúc sau 6 tháng đầu tiên

Trong phân khúc giá Trung cấp (3,000 – 5,000) chiếm 49% ngành hàng.

• Hảo hảo (80% thị phần trong phân khúc)

- Proposition: Chất lượng nhật bản cho bữa ăn ngon

- Vị chua cay được ưa chuộng

- Brand lâu đời, thân thuộc với consumer

• Mỳ 3 miền gold (17% thị phần trong phân khúc)

- Propositon: Đậm đà hương vị Việt

- Vị chua cay

- Đầu tư promotion

Category Thị trường trung cấp

Driver Barrier

- Tiện lợi, chế biến nhanh, có thể thay

thế bữa ăn hàng ngày

- Giá cả hợp lý

- Yêu thích khẩu vị chua cay

- Ăn nhiều sẽ có tác động tiêu cực đối

với sức khỏe

- Mất cân bằng dinh dưỡng

- Cung cấp không đủ năng lượng

=> Hảo Hảo và 3 miền gold hiện đang đánh dựa trên driver về taste, chưa chú ý đến dinh

dưỡng mà một gói mỳ đem lại (barrier của ngành hàng)

Vậy consumer có quan tâm đến vấn đề dinh dưỡng mà 1 gói mỳ đem lại?

Target Consumer

• Demographic

- 18 – 50 years old

- Live in rural, sub urban area

- Income: BCD+

- They are ordinary laborers, workers and employees

• Current Behavior/Habit/Belief

- Use instant noodle as a substitute for the meal of the day

- Add eggs, vegetables, meat when they cook instant noodles

- Eat instant noodles will not be enough nutrition and energy to work

- The biggest need: tasty, eat well, full of energy

Consumer Insight

As a ordinary laborers, I want eat a instant noodle that can bring to me a full of nutrition for

long hours working day

PRODUCT CONCEPT

Need

Benefit

Reason to believe

Differentiated

As a ordinary laborers, I want eat a instant noodle that can bring to

me a full of nutrition for long hours working day

Provide nutrition

Produce by Asia food – the company with over 20 years of experience

in Instant noodles in Vietnam

Produced by Nutri-technology bring the essential nutrients for long our

of hard working

Product Instant noodles with more nutrition that contained in soup packet

Brand positioning

provide to Whom what Need the Uniqueness by RTB

- 18 – 50 years old- Live in rural, sub urban

area- Income: BCD+

- They are ordinary laborers, workers and employees

As a ordinary laborers, I want eat a instant noodle that can bring to me a full of nutrition for long hours working day

Bring to you a full of

nutrition for long hours of

hard working

Produce by Asia food –

the company with over 20

years of experience in

Instant noodles in Vietnam

Nutritious instant noodle

Roots: knowledgeable about the nutritional in instant noodle

Target consumer: - 18 – 50 years old

- Live in rural, sub urban area

- Income: BCD+

Competitive environment: - Mid-range segment

- Competitor play in taste and promotion

Consumer insight: As a ordinary laborers, I want eat a instant noodle that can bring to me a full of

nutrition for long hours working day

Benefits:

Provide nutrition

Discriminators:

Only Nutri Viet with full of nutrition for long

hours working

Value-belief-personalities:

THE CARING PEOPLE:Always full of energy, caring, friendly

Reason to believe:

Produce by Asia food – the company with over 20 years of experience in Instant

noodles in Vietnam

Brand essence:

Nutritious instant

noodle

BRAND LOVE KEY

Marketing Mix 6P

Product

Packaging

Promotion

Price

Place

Proposition

Instant noodles with more nutrition that

contained in soup packet

- Design: friendly, looking

tasty

- Plastic packets

5,000/75g- Higher than Hảo hảo, highest in mid-range segment

because we want to confirmed quality and still in mid-

range segment

- General trade - Buy 10 get 2

Provide nutrition for

breakfast in convenience

way

Thank you.