C H A L L E N G E
• Create new noodle product concept, in the mid-segmentation of the market
• Company: Asia Food
• Launch in 7/2017, gain 8% market share after 6 months
C A T E G O R Y U N D E R S T A N D I N G
D R I V E R S
• Delicious (Soup & Noodles)
• Competitive price & promotion
B A R R I E R
• Lack of Nutrition
• Concern about quality with such that price
t h e c a t e g o r y u n d e r s t a n d i n g r e f l e c t o n m i d - p r i c e s e g m e n t
C O M P E T I T O R S
HAO HAO80% share
Functional benefitNgon, vị chua cay
Proposition“Chất lượng Nhật Bảncho bữa ăn ngon”
Focus on strengthen “ngon chua cay” attribute & build love/loyalty
3 MIEN GOLD17% share
Functional benefit
Main attribute “Bòhầm rau thơm”
Continuous promotion to drive consumption
No clear proposition yet
OTHER BRANDS
+ Consumers are not well-received the given product benefit as well as the proposition
+ Good product doesn’t lead to good revenue
F I N D I N GDue to Vietnam cuisine culture “mixing full tastes”, “Chua cay” is the main taste driving the category
S T R A T E G YGain share from the giant Hao Hao who gain 39.2% value share
J O B – T O – B E - D O N ENew product concept:+ show it strong relevancy to consumers’ love-
taste “chua cay” / which is unique vs competitor+ Improve the category barrier+ easy-to-receive positioning
Vietnamese Cuisine Fact:The mixing of full tastes
“nêm nếm trong nấu ăn, ẩm thực Việt cũng thể hiện đặc
trưng hài hòa của mình với việc cân bằng rất tốt chua –
cay – mặn – ngọt. “
V I E T N A M S I G N A T U R E“ C H U A C A Y ” T A S T E S
Miền BắcSườn om sấu
Vị chua từ sấu tươi miền Bắc, bổ dưỡng với sườn non
om mềm trong 6 giờ đồng hồ liên tục
Miền Nam
Canh chua cá lócVị chua từ me & dứa quyện với vị đạm bùi cá lóc
miền Nam
PRODUCT CONCEPT:
Bring the Vietnam signature “Chua cay” tastes in our new instant noodles for 2 regions. Introducing
“MÌ CHẤT VIỆT: VỊ SƯỜN OM SẤU (For North) & CANH CHUA CÁ LÓC (For Mid & South)”
> Keep the cooked pieces of ingredients to prove our NUTRITIOUS & TRUE QUALITY
T H E C O N S U M E RVariety – class BCD+ : students, rural
family, worker, office worker…
T H E I R B E H A V I O R
Masan convenient food study
There’re morning & late night that have the highest amount of people eating instant noodles.
But LATE NIGHT has higher rate (16%)
W H Y “ L A T E N I G H T ” H A V E T H E H I G H E S T R A T E C O N S U M P T I O N ?
D e m a n d s p a c e
L A T E N I G H T
The time for individually
rewarding herself
N I G H T S A V O U R I N G
Slow & self - indulging
After all day of hard working, I just want a simple reward to feel the day has its paid-off. Which could be better than a yummy-and-fast kind of food like
“Instant Noodles”?
I N S I G H T
Category truth“Chua cay” noodles is
tasty but it lack of nutrition & quality
Product truthVietnam signature tasty “chua cay” flavor, not only yummy but also
nutritious
Consumer truthAfter all day of hard working, I just want a simple reward to feel
the day has its paid-off.
BRAND ROLE
Vietnam Tasty & Nutritious Noodles to
pay off your day
P O S I T I O N I N G S T A T E M E N T
To whom
Instant noodle
eaters of mid
segment, BCD+
What need
A simple reward to pay off the day
By
Vietnam Tasty &
Nutritious Instant Noodle
RTB
Vị chua cay ngon tuyệt từ mìChất Việt vị “Sườn om sấu” /
“Canh chua cá lóc” vẹnnguyên dưỡng chất
BRAND WHEEL BRAND INFRASTRUCTURE
Brand essence:
Vietnam Tasty &
Nutritious Noodles
to pay off your day
Personality:Caring
EncouragingA little modern
DiscriminatorVietnam Tasty
& Nutritious Noodle
RTBVị chua cay ngon tuyệttừ mì Chất Việt vị “Sườnom sấu” / “Canh chua
cá lóc” vẹn nguyêndưỡng chất
BenefitFunctional: tasty, more nutritious
Emotional: simple reward
Root
strength“Vietnamese
Chua Cay
Taste & Nutritious”
Competitive
environmentMid-segment players (Hao
Hao, A One, Ba Mien…)
TargetInstant noodle eaters of mid
segment, BCD+
BRAND INSIGHT
After all day of hard working, I just want a
simple reward to feel the day has its paid-off.
6Ps
ProductFor North: Mì Chất Việt vị Sườn Om SấuFor Mid & South: Mì Chất Việt vị Canh
chua cá lócTúi gia vị là cô đặc của nước lèo mónăn, đảm bảo vị ngon & độ bổ dưỡng
Packaging
Show the image of dishes on the pack with their name
Color code: Yellow (Sour) & Orange –Red (Hot)
Price
3,500dCompetitive with main players (Hao
Hao 3.5k)
Place
90% GT – 10% MT
Proposition
Vietnamese Tasty & Nutritious Noodles for the day paid off
Promotion
At launching: TVC –Promotion (+2 pieces)