Young Marketers 3 - The Final Round + Ngô Phúc Nguyên
Post on 02-Jul-2015
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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
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