young marketers elite 3 individual graduation challenge 2_lương Đức hiệp

Download Young Marketers Elite 3 Individual Graduation Challenge 2_Lương Đức Hiệp

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  • YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CHALLENGE 2

    LNG C HIP

  • CATEGORY

    DRIVERS

    1. NGON

    2. TIN LI: Ch bin nhanh, n gin

    3. THAY TH BA N CHNH 4. GI R

    BARRIERS

    1. KHNG CHT DINH DNG

    2. KHNG TT CHO SC KHE

    Ho Ho: NGON vi v chua cay, v

    c yu thch nht trong ngnh m gi

    MAIN COMPETITORS

    3 Min Gold: NGON vi cc GIA V Vit

    Nam truyn thng nh Tiu, Hnh, Ti, t

    Barriers v mt DINH DNG, SC KHE cha c

    gii quyt trong khi 1/3 ngi Vit (32%) ch ra rng

    sc khe l mt trong hai mi quan tm ln nht ca

    h trong vng 6 thng ti.

    TIM NNG AFC KHC BIT SO VI COMPETITORS

    TRENDS

    Phn khc Trung Cp: - Ho Ho chim 80% trong phn khc, - 3 min Gold chim 17% trong phn khc => Phn khc m Trung cp b chim lnh bi Ho Ho v 3 min Gold => White space for business nn n t chin lc convert users ca i th bng cch nh vo Barriers trong cc sn phm hin gi ca i th - Upgrade ngi dng

  • TI SAO CONSUMERS NGH M GI KHNG CHT DINH DNG?

    Khu phn n mt gi m n lin

    190 CALO = 1 BA N NH TIN LI

    nhng khng p ng nhu cu dinh dng

    thc s ca mt ba n.

    Consumer c educates thm rau v tht

    tng lng calo c th cn nh mt ba n

    chun: vi 300 500 calo vi ph n v 400

    600 calo cho nam gii

    Ambition: Dng m AFC c th THAY TH BA

    N CHNH

    HOW AFC DO IT?

  • PRODUCT CONCEPT

    PRODUCT INSIGHT: Vi cc thnh phn ch yu t bt m v cht bo, m gi n lin hin nay cha cung cp nng lng nh 1 ba sng hon chnh cho ngi s dng

    PRODUCT CONCEPT: M n lin chua cay Mr. Noodles, b sung tinh cht t 4 loi ht cung cp nng lng gp 4 ln (ht bp, ht u xanh, ht u nnh v khoai ty), cho c th lun sn sng hot ng

    Mr. NOODLES Chua cay m - 4X nng lng

  • U L I TNG MR. NOODLES NN TIP CN?

    - Phn khc thu nhp

    trung bnh thp - Tui t 15 35

    - Lun bn rn v khng

    c nhiu thi gian

    t nu n

    - Tuy nhin, hot ng

    trong ngy nhiu, v

    th lun cn cung cp

    nng lng

    DEMAND SPACE

    Need: Cung cp nng lng cho c th nh 1

    ba n chnh

    CONTEXT

    - When: Cc ba n chnh

    - Where: nh, ni lm vic, ca hng tin li

    - With whom: Mt mnh hoc bn b

  • Brand Positioning Statement

    - To: Ngi tiu dng bnh dn, tp trung t 15 35 tui, lun cn y nng lng lao ng v hot ng mi ngy

    (Target Market)

    - Mr. Noodles is the: M n lin vi thnh phn 4 loi ht dinh dng

    (category frame of reference)

    - That: Khng ch ngon vi v chua cay m , m cn cung cp nng lng c th lun sn sng cho cc hot ng trong ngy

    (Rational/Emotional/Promise/Benefit)

    - Thats because: B sung tinh cht dinh dng t 4 loi ht dinh dng gm bp, u nnh, u xanh v khoai ty

    (Reasons to believe)

  • BRAND WHEEL BRAND INFRASTRUCTURE

    Brand essence NNG LNG

    NH 1 BA N CHNH

    Personality Discriminator

    RTB Benefit

    Root strength

    Competitive environment

    Target - Phn khc thu nhp trung bnh thp, 15 35

    - Lun bn rn v khng c nhiu thi gian

    t nu n

    - Tuy nhin, hot ng trong ngy nhiu, v th

    lun cn cung cp nng lng

    Brand insight

    Bold

    Modern

    Young

    Cung cp nng lng

    gp 4 ln cho c th

    lun sn sng hot ng

    B sung tinh

    cht dinh dng

    t 4 loi ht:

    bp, u nnh,

    u xanh v

    khoai ty

    V ngon chua

    cay m ,

    cung cp nng

    lng cho c th

    Cuc sng bn rn nn c nhng khi ti khng kp chun b

    cho mnh nhng ba n y cht dinh dng. Trong

    nhng thi im y, ti cn mt loi m gi khng ch ngon

    m cn phi cung cp nng lng y , c th ti

    lun sn sng hot ng

    M gi phn khc Trung

    cp. i th chnh gm

    Ho Ho v 3 min Gold

    20 nm

    trong

    ngnh m

  • 6Ps

    Product

    M n lin chua cay Mr. Noodles, b sung

    tinh cht t 4 loi ht cung cp nng

    lng gp 4 ln (ht bp, ht u xanh,

    ht u nnh v khoai ty), cho c th

    lun sn sng hot ng

    Packaging: GI + LY

    Price Place

    Proposition

    (Brand promise + RTB)

    Promotion

    4.000 VN

    - Xy dng hnh tng Mr.Noodles,

    gn gi, nng ng vi gii tr

    - Tp trung communicate v im

    khc bit ca sn phm

    Mr.Noodles

    - Tp trung vo hot ng khuyn

    mi tng km + tng sn phm

    Gp 4 ln nng lng t 4 loi ht dinh

    dng

    - Rural l ni tieu th m gi mnh

    m nht: 80% ngn sch dnh

    cho phn phi Rural, knh GT

    - 20% ngn sch phn b cho MT

  • Thank you.