Young Marketers Elite 3 Individual Graduation Challenge 2_Lương Đức Hiệp

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<ul><li><p>YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CHALLENGE 2 </p><p>LNG C HIP </p></li><li><p>CATEGORY </p><p>DRIVERS </p><p> 1. NGON </p><p>2. TIN LI: Ch bin nhanh, n gin </p><p>3. THAY TH BA N CHNH 4. GI R </p><p>BARRIERS </p><p>1. KHNG CHT DINH DNG </p><p>2. KHNG TT CHO SC KHE </p><p>Ho Ho: NGON vi v chua cay, v </p><p>c yu thch nht trong ngnh m gi </p><p>MAIN COMPETITORS </p><p>3 Min Gold: NGON vi cc GIA V Vit </p><p>Nam truyn thng nh Tiu, Hnh, Ti, t </p><p>Barriers v mt DINH DNG, SC KHE cha c </p><p>gii quyt trong khi 1/3 ngi Vit (32%) ch ra rng </p><p>sc khe l mt trong hai mi quan tm ln nht ca </p><p>h trong vng 6 thng ti. </p><p> TIM NNG AFC KHC BIT SO VI COMPETITORS </p><p>TRENDS </p><p>Phn khc Trung Cp: - Ho Ho chim 80% trong phn khc, - 3 min Gold chim 17% trong phn khc =&gt; Phn khc m Trung cp b chim lnh bi Ho Ho v 3 min Gold =&gt; 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 </p></li><li><p>TI SAO CONSUMERS NGH M GI KHNG CHT DINH DNG? </p><p>Khu phn n mt gi m n lin </p><p>190 CALO = 1 BA N NH TIN LI </p><p>nhng khng p ng nhu cu dinh dng </p><p>thc s ca mt ba n. </p><p> Consumer c educates thm rau v tht </p><p>tng lng calo c th cn nh mt ba n </p><p>chun: vi 300 500 calo vi ph n v 400 </p><p>600 calo cho nam gii </p><p> Ambition: Dng m AFC c th THAY TH BA </p><p>N CHNH </p><p> HOW AFC DO IT? </p></li><li><p>PRODUCT CONCEPT </p><p> 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 </p><p>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 </p><p>Mr. NOODLES Chua cay m - 4X nng lng </p></li><li><p>U L I TNG MR. NOODLES NN TIP CN? </p><p>- Phn khc thu nhp </p><p>trung bnh thp - Tui t 15 35 </p><p>- Lun bn rn v khng </p><p>c nhiu thi gian </p><p>t nu n </p><p>- Tuy nhin, hot ng </p><p>trong ngy nhiu, v </p><p>th lun cn cung cp </p><p>nng lng </p><p>DEMAND SPACE </p><p>Need: Cung cp nng lng cho c th nh 1 </p><p>ba n chnh </p><p>CONTEXT </p><p>- When: Cc ba n chnh </p><p>- Where: nh, ni lm vic, ca hng tin li </p><p>- With whom: Mt mnh hoc bn b </p></li><li><p>Brand Positioning Statement </p><p>- To: Ngi tiu dng bnh dn, tp trung t 15 35 tui, lun cn y nng lng lao ng v hot ng mi ngy </p><p>(Target Market) </p><p>- Mr. Noodles is the: M n lin vi thnh phn 4 loi ht dinh dng </p><p>(category frame of reference) </p><p>- 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 </p><p>(Rational/Emotional/Promise/Benefit) </p><p>- Thats because: B sung tinh cht dinh dng t 4 loi ht dinh dng gm bp, u nnh, u xanh v khoai ty </p><p>(Reasons to believe) </p></li><li><p>BRAND WHEEL BRAND INFRASTRUCTURE </p><p>Brand essence NNG LNG </p><p>NH 1 BA N CHNH </p><p>Personality Discriminator </p><p>RTB Benefit </p><p>Root strength </p><p>Competitive environment </p><p>Target - Phn khc thu nhp trung bnh thp, 15 35 </p><p>- Lun bn rn v khng c nhiu thi gian </p><p>t nu n </p><p>- Tuy nhin, hot ng trong ngy nhiu, v th </p><p>lun cn cung cp nng lng </p><p>Brand insight </p><p>Bold </p><p>Modern </p><p>Young </p><p>Cung cp nng lng </p><p>gp 4 ln cho c th </p><p>lun sn sng hot ng </p><p>B sung tinh </p><p>cht dinh dng </p><p>t 4 loi ht: </p><p>bp, u nnh, </p><p>u xanh v </p><p>khoai ty </p><p>V ngon chua </p><p>cay m , </p><p>cung cp nng </p><p>lng cho c th </p><p>Cuc sng bn rn nn c nhng khi ti khng kp chun b </p><p>cho mnh nhng ba n y cht dinh dng. Trong </p><p>nhng thi im y, ti cn mt loi m gi khng ch ngon </p><p>m cn phi cung cp nng lng y , c th ti </p><p>lun sn sng hot ng </p><p>M gi phn khc Trung </p><p>cp. i th chnh gm </p><p>Ho Ho v 3 min Gold </p><p>20 nm </p><p>trong </p><p>ngnh m </p></li><li><p>6Ps </p><p>Product </p><p>M n lin chua cay Mr. Noodles, b sung </p><p>tinh cht t 4 loi ht cung cp nng </p><p>lng gp 4 ln (ht bp, ht u xanh, </p><p>ht u nnh v khoai ty), cho c th </p><p>lun sn sng hot ng </p><p>Packaging: GI + LY </p><p>Price Place </p><p>Proposition </p><p>(Brand promise + RTB) </p><p>Promotion </p><p>4.000 VN </p><p>- Xy dng hnh tng Mr.Noodles, </p><p>gn gi, nng ng vi gii tr </p><p>- Tp trung communicate v im </p><p>khc bit ca sn phm </p><p>Mr.Noodles </p><p>- Tp trung vo hot ng khuyn </p><p>mi tng km + tng sn phm </p><p>Gp 4 ln nng lng t 4 loi ht dinh </p><p>dng </p><p>- Rural l ni tieu th m gi mnh </p><p>m nht: 80% ngn sch dnh </p><p>cho phn phi Rural, knh GT </p><p>- 20% ngn sch phn b cho MT </p></li><li><p>Thank you. </p></li></ul>