FINAL CHALLENGE NGO PHUC NGUYEN

AGENDA

PLAN

IDEA

6P

INSIGHT

BUSINESS AMBITION

TARGET CUSTOMER

RICE MARKET

RICE MARKET EXPORT 7 Bilion Ton/year

DIMESTIC 35 Bilion Ton/year

TRADITIONAL TRADE 90%

MODERN TRADE 10%

THAI LAN gao thom, gao trang hat dai

VIET NAM gao nep, gao

te

INDIAN basmati

15 varieties of rice (http://www.thegioigao.com/san-pham-gao.html )

RICE MARKET

Dẻo: tám thơm Bắc bộ, thơm hương lài, thơm Sóc Trăng (ST), thơm Đài Loan, jasmine, OM4900, nàng hoa Xốp: nàng thơm, tài nguyên, Hàm Châu… Gạo chất lượng cao hạt dài: OM 6976; OM 4218; OM 2571 … Gạo thơm: KDM (Khaodakmali); Jasmine; OM 4900, OM 5451;… Gạo hạt trung bình: Sóc Miên; OM576 (Hầm Trâu) … Gạo thông dụng: 5%, 10%, 15%, 20%, 25%, 100% tấm Nếp Tấm http://www.kigimex.com.vn/modules.php?name=Product&op=viewst&sid=478&newlang=vietnamese

SEGMENTATION

http://www.indexmundi.com/vietnam/demographics_profile.html

Because of: Large size (44.8%) and have power to made decision

TARGET CUSTOMER

Life concerns & habits - Family are the key focus - Take care of themselves and their family - Balance Work & Family - New experience in life - Good health to care for family - Cooking every day - Concerned about the quality and the price of rice - Buy at Traditional trade - Willing to try new types of rice Frequency: 2 times/month Consumption: 10kg / time Price: >12K

BUSINESS AMBITION

20% market share of domestic rice 25% TC use brand rice TOM “prestige” and “favorite”

Product Truth Rice is an integral part of the meal in every family. Rice

help people to nutritional supplements and maintenaning health

Category Truth In the traditional trade, the quality of rice is not controlled.

Rice is mixed from many different types

Consumer Truth When people need to buy item like rice, they just concern

“taste” and “price”

INSIGHT WHAT - I cook and use rice everyday to provide nutrients for myself and my family - About rice I just know taste and price - All types of rice are the same - The rice varieties are diverse WHY - Indifferent to the quality of rice - Lack of knowledge about rice - Just heard from the sale of rice

INSIGHT I always take care my family, when I need to buy item like rice, I just concern “taste” and “price”, and not focus on “source” and “safe” „s rice

CUSMOMER TRUTH

CATEGORY TRUTH

PRODUCT TRUTH

The family meal is simple, but it is an indispensable part of life. Rice is very

familiar and indispensable part of every meal. Every

woman want to cook delicious and nutritious

meals for their family. But the truth, women are still vague about the quality

of rice they are using

INSIGHT FOR BRAND IDEA

BRAND ESSENCE

Bring real safety for every Vietnamese family

BRAND KEY

Root Strengths: Representatives of Vietnam rice (quality, real safe, tasty) Competitive Environment: Unbranded rice in the TT (Directly), Flour, Cornmeal, cereals (Indirect) Target Customers: Female 25-54 years, 6 cities, ABC Consumer Insight: Every woman want to cook delicious and nutritious meals for their family. But the truth, women are still vague about the quality of rice they are using Benefits: Functional benefits: Safety – nutrients – tasty Emotional benefits: bring the peace of mind for families Values – Belief – Personalities: real - safe - tasty – caring Reasons to believe: The first type of rice focus on quality ( in the TT) - deep understanding of the needs - sourced from the mekong- capacity of the company Discriminators: Safety – nutrients – tasty Brand Essence: Bring real safety for every Vietnamese family

BRAND POSITIONING [Provide what need] Bring real safety – nutrients rice in life with many choices [To whom] Male and Female (mainly female 25-54 years) , 6 cities, care about health and affected by many choices [Different by] In the TT, the first one addressing the needs of rice that caring protect the health of consumers [Reasons to believe] Capacity of the company, safety and quality criteria are the lodestar in business

PRODUCT

The origin from mekong International standards: ISO/DIS 7301

PRICE

Competitor price: 14K~18K

Our Price strategy: Competitive price with competitors 3 type of price : 3kg - 45K, 5kg - 70K, 10kg - 130K

PLACE

Mass distribution in both modern & traditional channel Focus on TT (Market, small stores,…) In 6 cities HMC, HN, HP, CT, Hue, DN

Packaging

3kg 5kg 10kg

Comminication Idea We tell the truth

Big Idea Tell the truth Message:

The truth will help you to protect your health and your family in the better way

Campaign Idea The true behind the rice

PLAN

Consumer Jouney

Awareness Engagement Advocacy

Key Message

Currently, the hygiene of rice has not been controlled in most of

markets

We believe that they can

find the rice representative for Vietnam (safety - quality - tasty), and we will share all this knowledge of rice to the whole family in Vietnam

Please join us in creating

history milestone for Vietnam rice, the official

date that Vietnamese rice participate in

protecting the health of Vietnamese

Key Hook The true behind the rice (Short Film)

TV program ”Jouney from Mekong land”

Establish the day protect health of comsumer

Key Channels

TVC, onl – TVC, Print Ad, OOH, Digital, PR ,

POSM

Event, Digital, PR, OOH, sampling, POSM

Event, PR , OOH, Digital, POSM

The true behind the rice – Story

board

Rice from farmers

traders factory company

market comsumer The time you eat the bad

rice

That is the truth, so what will you

do ?

TV program ”Jouney from Mekong land”

The journeys of rice grains, starting from the Mekong and the remaining provinces, to find out what kind of rice can representative for Vietnam

All type of rice in the program will be guarantee sampling in the market

The journey will be transformed into Reality TV show

Establish the day protect health of

comsumer

Coordinate with Communist Party to establish the date protect the health of consumer

TVC – Online TVC – TV program 80% 1+ reach 60% 3+ reach

Cost: 30 bil

Digital 90% 1+ reach 60% 3+ reach

Cost: 5 bil

Event - Sampling 80% reach Cost: 30 bil

Print Ad, POSM, OOH, PR

Cost: 35 bil

THANK YOU