CÁTPhung Tu Oanh & Nguyen Thi Ngoc DungYOUNG MARKETERS CONTEST 3 – Final Round

LÀNHMom’s authentic

grain of r ice

1. Business analyzing

2. Customer understanding

3. Brand positioning

4. Launching

AGENDA

Vinarice: huge capital, supply chain, network

Build up a new brand for Vietnamese rice in domestic market:

• After 3 years:

+ 20% unbranded market

+ 25% target consumer switch to use branded rice

+ TOM rice brand

• After 6-month campaign

+ 5% unbranded market

+ 50% TOM, 10-20% try

+ >5% target consumer switch to use branded rice

BUSINESS BACKGROUND & AMBITION

Rice is a commodity, which is segmented by price & texture focus.

-> Low involvement, Boring, Lack of excitement

We need an excitement, which can be provided by:

New benefitNew productNew standard

96% urban agree “These days, i worry more about food safety”94% agree “I prefer natural ingredients rather than artificial ingredients”89% “I worry about my health than before”90% “buy brands that are good of quality even more expensive”*

MARKET REVIEW & OPPORTUNITY

=> Rice for health

*Source: Kantal Worldpanel – Life style survey 2012 – 4key cities of Vietnam

SEGMENTATION

Health conscious Casual Dining Convenience lovers

- Health is a prominent concern, especially health problems caused by unhygienic food.- They do not fully trust the food industry anymore after a spate of food safety incidents and always looking for healthier solution.- They want healthier food and are willing to pay more for them.- They tend to check nutritional labels warily and avoid unpopular product.

- They feel responsibleabout their own health but they also concern about the cost of healthy eating.- They do not trust the food industry but it’s not an urgent need for them to looking for a healthier solution.- They cook at home because they feel casual dining is safe and money saving.

- They do not feel that there is any thing they can do to improve their health. Good or bad health is matter off chance.

- They do not have a certain knowledge about nutrition need.

- They don’t feel that cook at home is a need. Their priority is saving time and money.

Social Demographic: Mom, 25 -45 years old, ABC+, urban

Needs & Finding

Buy at market/ retailer

Washing many times

Consum-ing

CONSUMER JOURNEY

Compromise and accept

Certain knowledge

about choosing rice

Worry about safety = health

Try and switch if needed

Health concerns

“Tôi chỉ mua đồ ở những nơi quen,tin tưởng được, có nguồn gốc rõràng.”

| CONSUMER TRUTH |

“Vẫn phải vo gạo nhiều lần, có khi đến3,4 lần vì lo sợ có chất bảo quản.”

Always take care of family health, every dish has to be the best quality that mom can afford, even it’s rice.

PRODUCT TRUTH

Authentic rice good for healthIts’ the rice from the past, which is full of nutrients inside, safe & good for health – which is a

inherent value of rice that we protected.

What we means when saying “Authentic rice” is…

Gạo lúa mùa (Planting-seasons Rice) - The only Vietnamese rice in the past:• Grow naturally• No preservatives • Less pesticide• The most delicious

Always take care of family health, every dish has to be the best quality that mom can afford, even it’s rice.

Category truth

Consumer truth

Product truth

Mom thinks she has to know what is the best for

family health, so every dishes she prepared is

perfect, but the bowl of rice is yet to be authentic.

Brand Consumer Insight

Authentic rice good for health

90% unbranded, no quality control, not insurance for

consumers’ health.

Hạt gạo cũng như tình mẹ - vì quá gần gũi yêu thươngNên trở thành h i ể n n h i ê n

Nên chúng ta vô tình quên phải nhớ

Brand Essence

Chúng tôi chăm sóc hạt gạo như cách mẹ chăm sóc sức khỏe gia đình.We grow the rice like Mom grows her family.

Embracing your health

Rice is also authentic like mom’s lovepeople t a k e i t f o r g r a n t e d& f o r g e t t o r e m e m b e r.

We bel ieve that :The more authentic the more it need to be treasured.

To

(target consumer)

Mom, AB+, 25-45 y.o, urban

Health concious. Having certain knowledge about rice.

Lành is the…

(category frame of

reference)

brand of authentic rice

That…

(benefit)

Authentic rice with protected inherited value as in the past

– the best rice for your health.

That’s because…

(RTB)

+ rice-planting seasons

+ qualified varieties of rice

+ modern technology, strictly follow production standard

BRAND POSITIONING STATEMENT

G ạ ol ú a

m ù a

Product

3 best

Promotion

Price

30.000 VND

Place

Packaging.

Proposition

+ Full of “healthy & authentic” feeling.+ Have the full nutrients description behind.+ Have the using guideline.+ Type: 5kg – 10 kg – 20 kg

6Ps model

+ the best flavor+ the safest+ the most careful

+ Focus on MT.+ “Lanh” store.+ Booths/store in big market.

Supply chain

PRODUCT PORTFOLIO

Objective: Market development Product platform: Healthy

Health concerns forthe whole family,especially kids.

Family

Planting–season rice

Who

What

Why

Authentic rice for good health

classic Special nutritious Premium

Good for someillnesses / Preventingsome illnesses

Family / Who needspecial health care

Enhanced nutrition

Super safe for health

Family

Organic rice

We see that…

Old daysMom’s grain of rice

- 80% of Vietnamese werefarmers, they ate the rice grewby themselves – which was theauthentic rice

- Rice used to be treasured indaily meal

NowsadayKid’s grain of rice

- Quality of rice has beenreducing by preservatives,flavoring… - rice’s value cannotbe kept

- Value of rice is also forgottenbecause of other variety dishes

Our big idea Mom’s authentic grain of riceHạt gạo nguyên lành của mẹ

COMMUNICATION IDEA

Our mesage Give your kids the authentic grain of rice that mom did have in the old days.Cho con hạt gạo nguyên lành như mẹ từng có khi xưa.

Deployment plan

Phase Trigger Engage Amplify

Key messageSimple bowl of rice is no longer authentic as

it was.

With Lành’s journey, the inherent value of authentic rice is protected, like the way moms protect their children health.

Choose authentic rice for health of your family

Key hooks

TV series “That meals in the old days” (Mẹ kể con nghe Chuyện mâm cơm ngày cũ)

3D painting exhibition - “Mom’s authentic grain of rice"

Sampling Booths

Channel VTV3, Facebook OfflineMT, markets booths, stores

• TV series: Mẹ kể con nghe “Chuyện mâmcơm ngày cũ”

+ Series of lessons about traditional valuesaround story of rice which was lost.

+ 1 Story / 3mins / week: VTV3

+ Audiences send their own stories to websitehatgaocuame.vn to get gifts & share theirstories to facebook.

• PR articles, forum: rice is not retained theinherent value (Unbranded, preservatives,flavoring ...)

Trigger

“Ngày xưa, cái tội lớn nhất khôngphải là tắm sông hay đánh lộn, mà làăn cơm để rơi vãi rồi vô ý dẫm lên, như thế là mang tội với đất trời”

“Ngày xưa, mỗi năm chỉ có một vụmùa, không đủ ăn, nhưng mỗi hạtgạo là hạt ngọc của trời, phải châncứng đá mềm, phải một nắng hai

sương mới làm ra hạt lúa.”

Engage

3D Galleries in 6 cities

3D galleries with 3 areas: Stories of rice in the the old days, Stories of rice today and Game area: “Journey of the authentic rice"

The contrast between the authentic rice which were treasured > < rice uncontrolled, losing the inherent value, be forgotten among other dishes.

Like the traditional values are forgotten.

"Journey of the authentic rice"

• Kids get an “authentic grain of rice” at starting point.

• Kids and moms must overcome the challenges, from "harvest", “drying”, “polishing”, “removing poor quality seeds”, ... by model of producing process of Lành to protect their authentic rice.

• Pass through each stage, Kids get “tem phiếu”, “sổ gạo”… with stories, lessons inside.

• Give sampling to Moms (5kg bag of rice.)

-> With Lành’s journey, the inherent value of authentic rice is protected, like the way moms protect their children health.

Choose authentic rice for health of your family

- Have sampling booths at MT, market booths, stores

Cook our rice & give consumers for sampling.

- If buy at our sampling booths: buy 2 get 1.

Amplify

*Credit: Chỉ số % được tổng hợp từ Khảo sát nhu cầu tiêu thụ nội địa của gạo đạt tiêu chuẩn Global Gap được tài trợ bởi Sở NN&PTNT An Giang.

**credit: chỉ số được lấy từ nghiên cứu tổng quan về cuộc sống người dân VN 2013 - vinaresearch

BUSINESS CASE – 6 months

Women, 25–45 y.o, Urban~ 3 100 000 people

AB+rice price > 15.500

VND (63%)*~ 1 953 000 people

Concerningabout health

of theirfamily (55%)**

~ 1 074 000 people

Suppose there are 20% people try in the 1st 2 months -> Revenue: 112.8 bil VND/ month

5% switch in the next 4 months-> Revenue: 28.2 Bil VND/ month

In 6 month we earn 338.4 Bil

Thank you