marketers elite 3 graduation challenge 2 nhat minh
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Post on 22-Jan-2018
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- 1. Individual graduation assignment 2 DEVELOP A NEW MIX IN MID-TIER INSTANT NOODLE SEGMENT Pham Nhat Minh Elite 3
- 2. Instant noodle market is Vietnam is very skewed to mid & low tier segment with chua cay is dominant taste BUSINESS CONTEXT 4 39 8 16 14 8 Value contribution by brand (%) Omachi Hao Hao 3 Mien Gold Kokomi Gau Do 3 Mien 9 49 42 Value contribution by brand (%) Top-tier Mid-tier Low-tier Chua cay: 71% Non-cc: 29% In term of competition, Hao Hao rules the market with 39% value share Challenge: Successfully landing new brand of Asiafoods in mid-tier segment to compete with Hao Hao
- 3. WHAT IS HAO HAOs SUCCESS FACTOR? 1. Being the first brand register the signature taste of instant noodle in consumer mind Since 2000, Chua cay has been the most dominant taste in instant noodle more than 70% of the market 2. Serve the right need of right target consumer Hao hao is providing the middle-class residents with affordable & tasty meal everyday. 3. Many competitors brand step into chua cay taste segment but unable to create the relevance & differentiation at the same time cannot compete with strong & long-established brand like Hao Hao Provide the same taste of chua cay like Hao Hao Define different expression of chua cay but not relevant with consumer 3 Mien, Omachi, Gau Do and many other brands Salmon creates the new news but not relevant with middle class consumer
- 4. SO WHAT IS KEY WEAPON TO COMPETE WITH HAO HAO? Build the distinctive expression of chua cay but relevant with target consumer Target consumer Middle-class residents Nationwide but more skew to rural Income: BCD+ - Entry factors: replace the normal meal to provide energy - Distinctive factor: delicious, matching with their own taste - Other factors: nutrition or health concern of instant noodle not strongly come out from this target group Who are they? What are they looking for in instant noodle product?
- 5. SOUTHCENTRAL HOW THE CONSUMER DIFINE DELICIOUS? Fact 1: Delicious is defined according to the own taste of individual, which is built up since they were born and affected by culture and traditions. Fact 3: However, coming to region level, there is a difference in taste as well as definition of what is delicious and expression of chua cay Source: http://ngaynay.vn/du-lich/su-khac-biet-trong-vi-chua-ba-mien-bac-trung-nam-6893.html NORTH Sourness with light taste & feeling from traditional vinegar Sourness from fruit (pineapple, starfruit) and very strong spicy Sourness from fruit & leaf, middle spicy, add more sweetness Fact 2: There are common tastes among a geographical regions. Eg: North people prefers light taste while Central like strong spicy and South enjoy sweetness
- 6. SOUR & SPICY INSTANT NOODLE WITH FAMILIAR HOME-TOWN TASTE provide to Whom what Need the Uniqueness by RTB Middle class residents Nationwide but more focus in rural Income BCD+ A new kind of sour & spicy instant noodle With the hometown taste that you are in love since being child 3 different kind of tastes adjusted to each regions for Vietnamese people Introduce MchuacayThunVitwith positioning Consumer insights for product development: Sour and spicy is common taste in Vietnam cuisine and very favorable for all people. However, in different regions, there is an adjustment in how to make food sour & spicy, which is long-established from culture & traditions.
- 7. Roots: instant noodle with source & spicy tasted adjusted to common taste of regions Target consumer: Middle class residents Nationwide but more focus in rural Income BCD+ Competitive environment: Mid-tier instant noodle, dominant by Hao Hao with signature sour & spicy tatse Consumer insight: Sour and spicy is common taste in Vietnam cuisine and very favorable for all people. However, in different regions, there is an adjustment in how to make food sour & spicy, which is long-established from culture & traditions. Benefits: Energy providing Discriminators: In only Thuan Viet instant noodle, you with find your favorite home-town source & spicy taste Value-belief-personalities: THE CLOSE FELLOW-COUNTRYMAN: Very lose with you to know your preference, habit & favored taste. Reason to believe: 3 different kind of tastes adjusted to each regions for Vietnamese people Brand essence: SOUR & SPICY INSTANT NOODLE WITH FAMILIAR HOME-TOWN TASTE BRAND LOVE KEY Mchuacay ThunVit
- 8. MARKETING MIX PROPOSITION: SOUR & SPICY INSTANT NOODLE WITH FAMILIAR HOME-TOWN TASTE Product: different core variants for different regions Price: stay on bar & completive with Hao Hao Place: - DT (90%) & MT (10%) Promotion: Consumer promotion & activities: highlight the distinctiveness in sour & spicy taste to match with taste of sub-group of consumer. Retailer promotion: loyalty program and trade incentives are very critical in instant noodle market Pack: plastic packaging with different illustration for each variant to be relevant with consumer groups in each regions North M chua cay Thun Vit: chua thanh dm bng Central M chua cay thun Vit: thm nng mm tm chua South M chua cay Thun Vit: thm ngt hng Nam B
- 9. __ Thank you__
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