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YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Individual Graduation Challenge 2]
Ngọc Khánh Phạm
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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
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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?
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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
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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
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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
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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
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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
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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
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Thank you.