young marketers 3 - the final round + bùi ngươn anh tuấn
TRANSCRIPT
FINAL YOUNG MARKETER 3
BÙI NGƯƠN ANH TUẤNBÙI NGƯƠN ANH TUẤN
1. CASE REVIEW2. BACKGROUND
• MARKETOVERVIEW
• SWOT• COMPETITOR
3. SEGMENTATION4. CUSTOMER ANALYSIS5. BRAND IDEA6. LAUCHING PLAN
AGENDA
BUSINESS BACKGROUNDBUSINESS BACKGROUND
A great corporationhaving business onFMCG and a top localagricultural companytogether co-operates tofound the VINARICE.
VINARICE want to enterthe branded-rice market.
Target Customer : 6 cities(Hà Nội, Hồ Chí Minh, HảiPhòng, Cần Thơ, ĐàNẵng, Huế)
AMBITIONAMBITION
20% marketshare countedby the amountconsumed.
Top-of-mindfor the mostpreferredbrand on riceproduction.
MARKETING PROBLEMMARKETING PROBLEM
Develop product concept &build brand positioning forVINARICE.
Develop a marketing launchingplan
90%
10%
Vietnam Rice Market Share
Un-branded Rice
Branded-rice
350 kg/year/person BUT 90% still usednon-branded rice (IPSARD)
PROBLEMPROBLEM
There is no standard for thequality of the un-brandedrice which consumed fornearly 90% by Vietnamese.There is no clue to ensureabout the hygiene &sanitation , which cannotensure to protect the healthof the customers
BACKGROUND-Market OverviewBACKGROUND-Market Overview
-Financial Strength
-Distribution System- Experience &Knowledge about rice.- Good relationshipwith government &farmers
-New brand , lack ofimage .
-Influenced by Pioneers
-The increase in trendof concern abouthygiene factors of
foods of Vietnamese-Favor policies from
government onagricultural industry
-Hard to change habiton consuming rice of
Vietnamese-Competition from
other brands.
Strength Weakness
Opportunities Threats
BACKGROUND-SWOTBACKGROUND-SWOT
Ngoc Dong
High
25.000/kg
Global GAP
Tu Quy Ong Tho
Medium-High
17-21.000/kg
Hoa Lua
Medium
Hoa SuaOrganics
50-70.000/kg
Organic
High
25.000/kg
Global GAP Global GAP
High
19.000/kg
Compete for a small piece of rice market (10%)Distributed mostly through MTDo not have clear brand image
Compete for a small piece of rice market (10%)Distributed mostly through MTDo not have clear brand image
Keyproduct
Segment
Price
Key point
Weakness
BACKGROUND-CompetitorBACKGROUND-Competitor
CUSTOMER-SEGMENTATIONSegmentation based on :+Attitude/Concern about Hygiene inpurchasing foods+Level of feeling secured about un-branded rice
HygieneSeeker
HygieneSeeker WavererWaverer LoyaltyLoyalty
Do not feel secured aboutthe hygiene factor of un-branded rice , havingpurchased the branded ricein MT channel
Do not feel secured aboutthe hygiene factor of un-branded rice , havingpurchased the branded ricein MT channel
Be satisfied with the un-branded, but sometimesstill questioning about thequality, hygiene
Completely satisfied withun-branded rice, and benot eager to change.
Strictly follow
Be active in the market.They proactively approachinformation they needwhen shopping. Theystrictly care about thehealthy aspect of foods.
Be active in the market.They proactively approachinformation they needwhen shopping. Theystrictly care about thehealthy aspect of foods.
Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They areaffected by the informationgiven.
Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They areaffected by the informationgiven.
They put low involvementin making shoppingdecision. They are classiccustomers. It’s not easyfor to change theshopping behavior.
They put low involvementin making shoppingdecision. They are classiccustomers. It’s not easyfor to change theshopping behavior.
Education: 12+Age: 25-35Income: AB+
Education: 12+Age: 25-35Income: AB+
Education: 12+Age: 25-41Income: ABC+
Education: 12Age: 37-45Income: BC+
12.5%12.5% 55%55% 16%16%
Demographics
Shoppingbehavior
description
Feeling securedabout un-
branded rice
Segment Size
We pick “Waverer” asour CORE TARGET
We pick “Waverer” asour CORE TARGET
Because :
+ Large size (>50%)+Be not completely satisfiedwith the current thing.+Easily to switch and trynew things
We choose
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Profile:+The buyer inhousehold+Married+ABC++25-41+ In 6 cities
Profile:+The buyer inhousehold+Married+ABC++25-41+ In 6 cities
Attitude/Behavior toCategory:+Satisfied with currentproduct (but not completely)+ Comfortable with pricerange (10.000-17.000)+Easy to switch if suitable+Familiar with TT (tradition)
Attitude/Behavior toCategory:+Satisfied with currentproduct (but not completely)+ Comfortable with pricerange (10.000-17.000)+Easy to switch if suitable+Familiar with TT (tradition)
Shopping behaviordescription:Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They are affectedby the information given.
CustomerUnderstanding
What they say ?What they say ?
“I am cared aboutthe cleanlinessand hygiene ofthe FOODS Ichoose for myfamily. I AVOID tobuy the “vague-origin” foods . ”
Why they say ?
“ Just because lotsof the cases offood-poison, theimages of dirtyfoods appearedaround their life”
What they do?What they do?
“They stickinto the habitof buying un-branded riceon street ”
Why they do?Why they do?
“Because thatkind of rice causesNO negativeeffect on them byyears , and itmeets theexpectation offeeling TASTY,YUMMY in everymeal ”
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “
What is their TENSION ?They accepted that kind of rice as a final decision that it satisfied their need ofFEELING TASTY in every meal. However, they pursue for more . They also need
the FEELING SECURED on the foods I choose for my family to eat . I cannotcompletely enjoy the food if I do not completely trust in it .
CustomerUnderstanding
What is their BARRIER?I get familiar with the CONVINENCE ( near house, home call & delivery,easily change..) of the street-store by years . It’s so difficult & inconvenientfor me to carry on a heavy package of rice from MT to house .
CustomerUnderstanding
INSIGHTI hope there is something
that can satisfy my need ofFEELING TASTY and also
fulfilling my expectation ofFEELING SECURED , so thatmy family can completely
enjoy our meal.
BRANDIDEA
+Recently, the market of PESTICIDE, INSECTICIDE& ARGRICULTURAL CHEMICALS iscritically out of the control of the authoritative. It appeared with fake, un-branded ormade in china products in every where – from large wholesale to small retailors, stores.+While over 92% the supply source for these product of Vietnamese farmer and somebrands are from outsiders (retailors, stores).
IDEA
VINARICE will research, experiment andproduce PESTICIDE,INSECTICIDE &ARGRICULTURAL CHEMICALS by its own
Develop a 100% “Self-Contained” progressof producing & processing rice.
A new and 1st DEFINITION about “Hygiene”on rice, which become more persuasive
Brand Truth
CategoryTruth
ConsumerTruth
I hope there is something that can notonly satisfy my need of FEELING TASTY
and also fulfilling my expectation ofFEELING SECURED , so that my family can
completely enjoy our meal.
Characteristics ofbranded rice:“Secured”
100% “Self-Contained” progress
BrandEssence:
BrandEssence:
“Give you the bestsecured products !
BRANDIDEA-
Positioning
BRANDIDEA-
Positioning
TO WHOMTO WHOM WITH WHATWITH WHAT DIFFERIENTIATED BYDIFFERIENTIATED BY R2BR2B
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Inherent yummytaste
&“Give you the best
secured products”
*100% “Self-Contained”progress*Pioneer in Vietnamwhen research,experiment andproducePESTICIDE,INSECTICIDE& ARGRICULTURALCHEMICALS by own
+Innovativehi-tech,advancedequipment.+Talented andheart-warmingscientists,researchers.
BRANDIDEA-Product
Our ProductOur Product
Keep the inherentfavorite taste of the
customer regionally . Weprimarily developdifferent product
portfolio for 2 mainregion : North and South
” We launch our productto provide for customerwith not only the delicioustasty but also with thebest for health”.
Our CommitmentOur Commitment
Pioneer in the marketfor stating the new“hygiene –definition”certificate of “100%“Self-Contained”progress in theproduct.
Demonstrateclearly the 100%“Self-Contained”progress
Meet the hygienestandard on
chemical residuelimited level ,
humidity, purity andconsistency .
Our Package
State the origin of therice input, nutritioningredients,characteristics .
Package Size:2kg,5kg,20kg
BRANDIDEA-Price
Price range :17.000-
21.000/kg
Price range :17.000-
21.000/kg
BRANDIDEA-Place
Key Point
We must develop “ Convenience”We must develop “ Convenience”
Distribution system
6 cities+1 storagehouse/city
Local Agency+Manage local customer list
+Calls & Delivery+Showroom/selling point
Local Agency
Market Intercept+Selling points
+Approach & consult
Market Intercept
6 Cities6 Cities
LAUNCHINGPLAN
GET BYTOWHO
-ABC+,25-41,6 cities
50%10%-20%
BE AWARETRY
VINARICE
COMMUNICATIONCAMPAIGN
THROUGH MEDIAAND ON-GROUND
PLATFORM
KEYPOINT
INSIGHTI hope there is something
that can satisfy my need ofFEELING TASTY and also
fulfilling my expectation ofFEELING SECURED , so thatmy family can completely
enjoy our meal.
BARRIERDRIVER
HESITATATION TOCHANGE HABIT
BECAUSE OFFEELING DOUBTFUL
ABOUT HYGIENE RICEDEFINITION
THE ASTONISHEDREAL FACTS THEY
HAVE NOTKNOWN
BIG IDEABIG IDEA
HAVE YOUEVER
KNOWN ?
KEY IDEA: Communicationcampaign demonstrates mostof astonished facts aroundRICE ,which exist for timesBUT they didn’t know.
CONSUMERTOUCHPOINT
TV
NEWSPAPER
MARKET
CUSTOMER JOURNEYOBJECTIVE
CUSTOMER JOURNEYOBJECTIVE
Shockedaboutwhat theyare using
Shockedaboutwhat theyare using
Evaluate/judge andconsider tochange
Evaluate/judge andconsider tochange
AwarenessAwareness
ExperienceExperience TrialTrial
TRIGER EXPERIENCE AMPLIFY
KEY HOOK
OBJECTIVE-MESSAGE
SUPPORTINGTATICS
Shocked at what they arecurrently using, triggertheir feeling ofUNSECUREDMessage: “Have youknown about what youare using ?”
“Untold Stories”
TVCEditorialTV Reportage
Brand appears to dealwith their unsecured,and turn it into SECUREDby FACTS about ourcompany.Message: “ Have youknown about us ?.”
+“Sampling Tour”+”TALKABLE RICE LANDS”
In-groundTVCPR
Amplify the result
PRSocial Seeding
DEPLOYMENTPLAN
UNTOLD STORIESA series of news, astonished
facts around AgriculturalChemical, Pesticide, Insecticide
used for rice production .Information Journey :
Shocking actual context in riceproduction Shocking Effect
on Health Shocking Fact thatthe creator ( the farmer) afraid
to eat their rice , which isgrown by them.
Objective :Try to trigger & escalate thefeeling UNSECURED aboutcurrent un-branded rice.
TRIGER
SAMPLING TOURWe organize in-ground
activities at target’sgathering places in 6 cities
where they canexperience 1st new
DEFINITION about“Hygiene” on rice
SAMPLING TOURWe organize in-ground
activities at target’sgathering places in 6 cities
where they canexperience 1st new
DEFINITION about“Hygiene” on rice
BRAND ROLETry to connect theirfeeling unsecured toour positioning that“Give you the best
SECURED products” byour differentiation.
BRAND ROLETry to connect theirfeeling unsecured toour positioning that“Give you the best
SECURED products” byour differentiation.
EXPERIENCE
OBJECTIVESBe aware of our
branddifferentiation
BelieveGetTrial.
OBJECTIVESBe aware of our
branddifferentiation
BelieveGetTrial.
TALKABLE RICE-LANDS
We develop ourDIFFERENTIATION into
WORDS by ARTISTICPICTUREs on our farming
land
TALKABLE RICE-LANDS
We develop ourDIFFERENTIATION into
WORDS by ARTISTICPICTUREs on our farming
land
“100% “Self-Contained” Progress”
“Best Secured Rice”
“1st rice producerproducing agriculturalchemicals by its own”
EXPERIENCE
THANKYOU