young marketers 3 - final round - inbuzz
Post on 28-Jun-2015
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- 1. CONSUMER UNDERSTANDING CATEGORY TRUTH PRODUCT CONCEPT BRAND POSITIONING LAUCHING PLAN OUR LIST TO DO
2. CATEGORY WHICH CRITERIONS IN CHOOSING RICE Aroma (65% go thm) Taste (70% go do, 60% go mm) Nutrition KEY DRIVER SUB DRIVER Hygienic Appearance (53% ht di, 46% ht trng trong) 3. 80% people assume that cooked rice having a good aroma is high quality rice. Aroma is the top of mind criteria for evaluating the quality of rice SO WE CHOOSE AS KEY CATEGORY DRIVERAROMA But the weakness of this driver is that: Not many consumer can describe exactly the aroma of rice Some consumer assume that aroma of rice is originated from chemical 4. COMPETITOR Artificial aroma Natural aroma Unspecific aroma specific aroma Nng thm ch o, By ni Go x tm hng Vinarice Method to distinguish between natural and artificial aroma: Natural aroma remains in cooked rice. Artificial aroma disappears when the rice is cooked 5. THE FRAGRANT RICE WITH NATURAL AND SPECIFIC AROMA. Aroma is made by 100% natural components without chemical components, which is still remain in cooked rice. Favorite flavors of Vietnamese people from lotus petals (cnh sen), pineapple leaves (l da), and Jasmine flowers (hoa li), Specific aroma Natural aroma PRODUCT TRUTH AROVIET RICE The product is a combination of rice and aroma ingredient. 6. To be selected from the fresh Jasmine rice varieties, undergo processes of modern integrated production preserving the specific aroma of rice varieties To be selected from the fresh rice varieties, and through the production process of modern self- contained, white rice will be brewed in fresh lotus leaf from Tay Ho Lake and will be packed with natural fragrance keeping technology. Selected from rice varieties of fresh, undergo processes of modern integrated production, white rice will be brewed in fresh pineapple stems of the West and will be packed with natural fragrance technology. BRANDED PORTFOLIO Go Cnh Sen Do mm thm Sen Go Hoa Li Do mm thm Li Go L Da Do va thm Da Urban, Female 25-45, Class: A+ Highly Involved Gourmet Urban, Female 25-45, Class: BC+ Price conscious but also want to have a quality meal WHO WHAT HOW 7. U&A to Meal time Usage: Using the best ingredients which match the taste of family members to cook. Attitude: Enjoy meal time with family and always want to make perfect meals for family Profile Urban, Female 24- 45, Class AB+, Family shopper Life concern and habit Family is always biggest concern. To show her love by caring and sharing WHO IS TARGET 8. CONSUMER UNDERSTANDING Moment of truth And a rice bowl full of a favorite aroma is a key factor to enhance the quality of meal, which help increase the appetite so that family members can truly enjoy meal as well as family bonding moment Making a quality meal for my family is my desire everyday. 9. Only the rice with natural and specific aroma can enhance the quality of the meal Enhance appetite Meal enjoyment Enhance family atmosphere Enjoyment of bonding moments Can AROVIET rice satisfy this truth? 10. Rational benefit: Enhance appetite for meal enjoyment Emotional benefit: Enhance family atmosphere for enjoyment of bonding moment - Urban, Female 24-45, Class AB+, Family shopper - Family is always biggest concern. - To show her love by caring and sharing Only the rice with natural and specific aroma can enhance the quality of the meal - Aroma is made by 100% natural components without chemical components, which is still remain in cooked rice. - Favorite flavors of Vietnamese people from lotus petals (cnh sen), pineapple leaves (l da), and Jasmine flowers (hoa li), Reason to believe Differenti- ate from To Whom Provide what need BRAND POSITIONING STATEMENT 11. Category Truth Aroma is the top of mind criteria for evaluating the quality of rice Product Truth Only the rice with natural and specific aroma can enhance the quality of the meal BRAND IDEATION BRAND ESSENCE The aroma to enhance your enjoyment Consumer Truth Making a quality meal for my family is my desire everyday. And a rice bowl full of a favorite aroma is a key factor to enhance the quality of meal, which help increase the appetite so that family members can truly enjoy meal as well as family bonding moment 12. A FRAGRANT RICE WITH NATURAL AND SPECIFIC AROMA. Doing marketing & communicate to the shoppers and their family members. Offer appealing sampling journey and packaging to attract them trial. Offer many promotion package to motivate consumers to purchase and re-purchase. Optimize the products to expand the portfolio, encouraging more and more people to join & the VINARICE to corporate in the long run Pay attention to cooperate PR Selling 2-5kg packages in grocery stores linked with FMCG. Building our retailers to sell full packages. Setting up a private shelf for AROVIET rice in Co.op mart and Big C supermarkets. Go cnh sen: high price 25 000/kg Go L Da v Hoa Li: Medium price 17 000/kg PRODUCT PROMOTION PLACEPRICE 13. Carton package Quantity: 2kg - 5kg - 10kg Product line: "Go cnh sen - N mm thm sen" in carton box. "Go l da - N mm thm da" in plastic bag. "Go hoa li - N mm thm li" in plastic bag. Brand: AROVIET - Natural and Specific Aroma - High quality Technology: Using technology to preserve the natural and specific aroma "Sn phm t tiu chun cht lng v sinh an ton thc phm" AROVIET with aroma from 100% natural components chosen from various favorite flavours of the Vietnamese will enhance the quality and enjoyment of your family meal. PACKAGING PROPOSITION 14. DINNING MEAL BRAND BIG IDEA COMMUNICATION BIG IDEA ACTIVATION FLATFORM AROMATIC BOWL OF ENJOYMENT Bt cm thm m tnh thn The aroma to enhance your enjoyment 15. LAUNCHING PLAN OBJECTIVE Launching triad of products to attract 5% users in GT TARGET Profile Urban, Female 25-45, Class AB+, Family shopper. Highly involved gourmet CAMPAIGN BIG IDEA Three aromatic members of happy family (products are personified as a family members) 16. AWARENESS SAMPLING PURCHASE POST-PURCHASE Timeline 6 months 2 months 2 months 2 months Objective Raise awareness of AROVIET Brand and its products Let consumers experience by using sampling Motivate to make buying decision Enhance brand images and build brand loyalty Key message AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure a quality and enjoyable meal time. Try and feel a quality and enjoyable meal time with your family with AROVIET. AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure a quality and enjoyable meal time. AROVIET is the right choice for a quality and enjoyable meal time. Key hook TVC SAMPLING JOURNEY PROMOTION CONSUMER SERVICE Supporting Tactics TVC, TV Sponsor, PR PR, TVC In-store activities, PR PR, In-store activities Budget 50 millions 10 millions 30 millions 10 millions Evaluation Research Agency, Trial Volume, Sales Trial Volume, Research Agency Sales Repurchasing- Numbers, Research Agency 17. Message: AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure the quality and enjoyment of meal time. TVC Supportive Tactics: TV sponsor Mn ngon Vit Nam, Clip production process, Endorse by top celebrities: Quyn Linh, c Thanh Vn, PR Moments: Dinning time, In the past, it took my Mom a lot of effort to prepare a quality meal for us by cooking rice with lotus and pineapple leaves Nowadays, I can prepare a quality meal more easily for my family enjoyment with AROVIET 18. Place: Residential areas at 6 key cities Time: Dinning time Supportive Tactics: PR, Words of Mouth Content: We will use the Truck of Aroma to cook a meal with our Rice for selective families then invite all of the family members to enjoy the meal in our Truck, take a picture with them and give them a free 2kg rice package. Introducing our production process for them. SAMPLING JOURNEY TRUCK OF AROMA 19. If consumers buy over 5kgs, consumers will be given a household items and a lucky draw. Supportive Tactics: PR, Digital, In-store activities Apply for member card to get more benefits. If consumers accumulate enough packages, we will give them special gifts: Apron, Rice Buckets,.. PROMOTION MEMBER CARD CUSTOMER SERVICES 20. It is not just aromatic rice It is a Vietnamese unique aromatic rice Coming to life from the careful-chosen varieties which has their own unique Vietnamese Aroma. THANK YOU !!!