Young Marketers 3 - The Final Round + Bùi Ngươn Anh Tuấn

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FINAL YOUNG MARKETER 3 BÙI NGƯƠN ANH TUẤN

Transcript of Young Marketers 3 - The Final Round + Bùi Ngươn Anh Tuấn

Page 1: Young Marketers 3 - The Final Round + Bùi Ngươn Anh Tuấn

FINAL YOUNG MARKETER 3

BÙI NGƯƠN ANH TUẤNBÙI NGƯƠN ANH TUẤN

Page 2: Young Marketers 3 - The Final Round + Bùi Ngươn Anh Tuấn

1. CASE REVIEW2. BACKGROUND

• MARKETOVERVIEW

• SWOT• COMPETITOR

3. SEGMENTATION4. CUSTOMER ANALYSIS5. BRAND IDEA6. LAUCHING PLAN

AGENDA

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BUSINESS BACKGROUNDBUSINESS BACKGROUND

A great corporationhaving business onFMCG and a top localagricultural companytogether co-operates tofound the VINARICE.

VINARICE want to enterthe branded-rice market.

Target Customer : 6 cities(Hà Nội, Hồ Chí Minh, HảiPhòng, Cần Thơ, ĐàNẵng, Huế)

AMBITIONAMBITION

20% marketshare countedby the amountconsumed.

Top-of-mindfor the mostpreferredbrand on riceproduction.

MARKETING PROBLEMMARKETING PROBLEM

Develop product concept &build brand positioning forVINARICE.

Develop a marketing launchingplan

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90%

10%

Vietnam Rice Market Share

Un-branded Rice

Branded-rice

350 kg/year/person BUT 90% still usednon-branded rice (IPSARD)

PROBLEMPROBLEM

There is no standard for thequality of the un-brandedrice which consumed fornearly 90% by Vietnamese.There is no clue to ensureabout the hygiene &sanitation , which cannotensure to protect the healthof the customers

BACKGROUND-Market OverviewBACKGROUND-Market Overview

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-Financial Strength

-Distribution System- Experience &Knowledge about rice.- Good relationshipwith government &farmers

-New brand , lack ofimage .

-Influenced by Pioneers

-The increase in trendof concern abouthygiene factors of

foods of Vietnamese-Favor policies from

government onagricultural industry

-Hard to change habiton consuming rice of

Vietnamese-Competition from

other brands.

Strength Weakness

Opportunities Threats

BACKGROUND-SWOTBACKGROUND-SWOT

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Ngoc Dong

High

25.000/kg

Global GAP

Tu Quy Ong Tho

Medium-High

17-21.000/kg

Hoa Lua

Medium

Hoa SuaOrganics

50-70.000/kg

Organic

High

25.000/kg

Global GAP Global GAP

High

19.000/kg

Compete for a small piece of rice market (10%)Distributed mostly through MTDo not have clear brand image

Compete for a small piece of rice market (10%)Distributed mostly through MTDo not have clear brand image

Keyproduct

Segment

Price

Key point

Weakness

BACKGROUND-CompetitorBACKGROUND-Competitor

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CUSTOMER-SEGMENTATIONSegmentation based on :+Attitude/Concern about Hygiene inpurchasing foods+Level of feeling secured about un-branded rice

HygieneSeeker

HygieneSeeker WavererWaverer LoyaltyLoyalty

Do not feel secured aboutthe hygiene factor of un-branded rice , havingpurchased the branded ricein MT channel

Do not feel secured aboutthe hygiene factor of un-branded rice , havingpurchased the branded ricein MT channel

Be satisfied with the un-branded, but sometimesstill questioning about thequality, hygiene

Completely satisfied withun-branded rice, and benot eager to change.

Strictly follow

Be active in the market.They proactively approachinformation they needwhen shopping. Theystrictly care about thehealthy aspect of foods.

Be active in the market.They proactively approachinformation they needwhen shopping. Theystrictly care about thehealthy aspect of foods.

Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They areaffected by the informationgiven.

Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They areaffected by the informationgiven.

They put low involvementin making shoppingdecision. They are classiccustomers. It’s not easyfor to change theshopping behavior.

They put low involvementin making shoppingdecision. They are classiccustomers. It’s not easyfor to change theshopping behavior.

Education: 12+Age: 25-35Income: AB+

Education: 12+Age: 25-35Income: AB+

Education: 12+Age: 25-41Income: ABC+

Education: 12Age: 37-45Income: BC+

12.5%12.5% 55%55% 16%16%

Demographics

Shoppingbehavior

description

Feeling securedabout un-

branded rice

Segment Size

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We pick “Waverer” asour CORE TARGET

We pick “Waverer” asour CORE TARGET

Because :

+ Large size (>50%)+Be not completely satisfiedwith the current thing.+Easily to switch and trynew things

We choose

-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities

Profile:+The buyer inhousehold+Married+ABC++25-41+ In 6 cities

Profile:+The buyer inhousehold+Married+ABC++25-41+ In 6 cities

Attitude/Behavior toCategory:+Satisfied with currentproduct (but not completely)+ Comfortable with pricerange (10.000-17.000)+Easy to switch if suitable+Familiar with TT (tradition)

Attitude/Behavior toCategory:+Satisfied with currentproduct (but not completely)+ Comfortable with pricerange (10.000-17.000)+Easy to switch if suitable+Familiar with TT (tradition)

Shopping behaviordescription:Be influential in makingshopping decision. They donot intensely put the highinvolvement in dailyshopping . They are affectedby the information given.

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CustomerUnderstanding

What they say ?What they say ?

“I am cared aboutthe cleanlinessand hygiene ofthe FOODS Ichoose for myfamily. I AVOID tobuy the “vague-origin” foods . ”

Why they say ?

“ Just because lotsof the cases offood-poison, theimages of dirtyfoods appearedaround their life”

What they do?What they do?

“They stickinto the habitof buying un-branded riceon street ”

Why they do?Why they do?

“Because thatkind of rice causesNO negativeeffect on them byyears , and itmeets theexpectation offeeling TASTY,YUMMY in everymeal ”

One point we found that : Most of customers especially the INITIAL trial, when

they switch to buy at a new street rice stall , they usually ask with the same

content : “ The origin of the rice they choose to use and how is it? “

One point we found that : Most of customers especially the INITIAL trial, when

they switch to buy at a new street rice stall , they usually ask with the same

content : “ The origin of the rice they choose to use and how is it? “

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What is their TENSION ?They accepted that kind of rice as a final decision that it satisfied their need ofFEELING TASTY in every meal. However, they pursue for more . They also need

the FEELING SECURED on the foods I choose for my family to eat . I cannotcompletely enjoy the food if I do not completely trust in it .

CustomerUnderstanding

What is their BARRIER?I get familiar with the CONVINENCE ( near house, home call & delivery,easily change..) of the street-store by years . It’s so difficult & inconvenientfor me to carry on a heavy package of rice from MT to house .

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CustomerUnderstanding

INSIGHTI hope there is something

that can satisfy my need ofFEELING TASTY and also

fulfilling my expectation ofFEELING SECURED , so thatmy family can completely

enjoy our meal.

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BRANDIDEA

+Recently, the market of PESTICIDE, INSECTICIDE& ARGRICULTURAL CHEMICALS iscritically out of the control of the authoritative. It appeared with fake, un-branded ormade in china products in every where – from large wholesale to small retailors, stores.+While over 92% the supply source for these product of Vietnamese farmer and somebrands are from outsiders (retailors, stores).

IDEA

VINARICE will research, experiment andproduce PESTICIDE,INSECTICIDE &ARGRICULTURAL CHEMICALS by its own

Develop a 100% “Self-Contained” progressof producing & processing rice.

A new and 1st DEFINITION about “Hygiene”on rice, which become more persuasive

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Brand Truth

CategoryTruth

ConsumerTruth

I hope there is something that can notonly satisfy my need of FEELING TASTY

and also fulfilling my expectation ofFEELING SECURED , so that my family can

completely enjoy our meal.

Characteristics ofbranded rice:“Secured”

100% “Self-Contained” progress

BrandEssence:

BrandEssence:

“Give you the bestsecured products !

BRANDIDEA-

Positioning

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BRANDIDEA-

Positioning

TO WHOMTO WHOM WITH WHATWITH WHAT DIFFERIENTIATED BYDIFFERIENTIATED BY R2BR2B

-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities

Inherent yummytaste

&“Give you the best

secured products”

*100% “Self-Contained”progress*Pioneer in Vietnamwhen research,experiment andproducePESTICIDE,INSECTICIDE& ARGRICULTURALCHEMICALS by own

+Innovativehi-tech,advancedequipment.+Talented andheart-warmingscientists,researchers.

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BRANDIDEA-Product

Our ProductOur Product

Keep the inherentfavorite taste of the

customer regionally . Weprimarily developdifferent product

portfolio for 2 mainregion : North and South

” We launch our productto provide for customerwith not only the delicioustasty but also with thebest for health”.

Our CommitmentOur Commitment

Pioneer in the marketfor stating the new“hygiene –definition”certificate of “100%“Self-Contained”progress in theproduct.

Demonstrateclearly the 100%“Self-Contained”progress

Meet the hygienestandard on

chemical residuelimited level ,

humidity, purity andconsistency .

Our Package

State the origin of therice input, nutritioningredients,characteristics .

Package Size:2kg,5kg,20kg

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BRANDIDEA-Price

Price range :17.000-

21.000/kg

Price range :17.000-

21.000/kg

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BRANDIDEA-Place

Key Point

We must develop “ Convenience”We must develop “ Convenience”

Distribution system

6 cities+1 storagehouse/city

Local Agency+Manage local customer list

+Calls & Delivery+Showroom/selling point

Local Agency

Market Intercept+Selling points

+Approach & consult

Market Intercept

6 Cities6 Cities

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LAUNCHINGPLAN

GET BYTOWHO

-ABC+,25-41,6 cities

50%10%-20%

BE AWARETRY

VINARICE

COMMUNICATIONCAMPAIGN

THROUGH MEDIAAND ON-GROUND

PLATFORM

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KEYPOINT

INSIGHTI hope there is something

that can satisfy my need ofFEELING TASTY and also

fulfilling my expectation ofFEELING SECURED , so thatmy family can completely

enjoy our meal.

BARRIERDRIVER

HESITATATION TOCHANGE HABIT

BECAUSE OFFEELING DOUBTFUL

ABOUT HYGIENE RICEDEFINITION

THE ASTONISHEDREAL FACTS THEY

HAVE NOTKNOWN

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BIG IDEABIG IDEA

HAVE YOUEVER

KNOWN ?

KEY IDEA: Communicationcampaign demonstrates mostof astonished facts aroundRICE ,which exist for timesBUT they didn’t know.

CONSUMERTOUCHPOINT

TV

NEWSPAPER

MARKET

CUSTOMER JOURNEYOBJECTIVE

CUSTOMER JOURNEYOBJECTIVE

Shockedaboutwhat theyare using

Shockedaboutwhat theyare using

Evaluate/judge andconsider tochange

Evaluate/judge andconsider tochange

AwarenessAwareness

ExperienceExperience TrialTrial

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TRIGER EXPERIENCE AMPLIFY

KEY HOOK

OBJECTIVE-MESSAGE

SUPPORTINGTATICS

Shocked at what they arecurrently using, triggertheir feeling ofUNSECUREDMessage: “Have youknown about what youare using ?”

“Untold Stories”

TVCEditorialTV Reportage

Brand appears to dealwith their unsecured,and turn it into SECUREDby FACTS about ourcompany.Message: “ Have youknown about us ?.”

+“Sampling Tour”+”TALKABLE RICE LANDS”

In-groundTVCPR

Amplify the result

PRSocial Seeding

DEPLOYMENTPLAN

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UNTOLD STORIESA series of news, astonished

facts around AgriculturalChemical, Pesticide, Insecticide

used for rice production .Information Journey :

Shocking actual context in riceproduction Shocking Effect

on Health Shocking Fact thatthe creator ( the farmer) afraid

to eat their rice , which isgrown by them.

Objective :Try to trigger & escalate thefeeling UNSECURED aboutcurrent un-branded rice.

TRIGER

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SAMPLING TOURWe organize in-ground

activities at target’sgathering places in 6 cities

where they canexperience 1st new

DEFINITION about“Hygiene” on rice

SAMPLING TOURWe organize in-ground

activities at target’sgathering places in 6 cities

where they canexperience 1st new

DEFINITION about“Hygiene” on rice

BRAND ROLETry to connect theirfeeling unsecured toour positioning that“Give you the best

SECURED products” byour differentiation.

BRAND ROLETry to connect theirfeeling unsecured toour positioning that“Give you the best

SECURED products” byour differentiation.

EXPERIENCE

OBJECTIVESBe aware of our

branddifferentiation

BelieveGetTrial.

OBJECTIVESBe aware of our

branddifferentiation

BelieveGetTrial.

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TALKABLE RICE-LANDS

We develop ourDIFFERENTIATION into

WORDS by ARTISTICPICTUREs on our farming

land

TALKABLE RICE-LANDS

We develop ourDIFFERENTIATION into

WORDS by ARTISTICPICTUREs on our farming

land

“100% “Self-Contained” Progress”

“Best Secured Rice”

“1st rice producerproducing agriculturalchemicals by its own”

EXPERIENCE

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THANKYOU