ASSIGNMENT 10.2
GROUP 2TRUNG HIẾU - HOÀNG LÂN – PHƯỢNG TƯỜNG – PHÚ CƯỜNG– NGỌC TRÂM
AGENDA 1.BACKGROUND 1.1 Market review1.2 Business background1.3 Business ambition1.4 Competitor review
2. BUSINESS OPPOTUNITY2.1 BCG Matrix2.2 SWOT2.3 Main competitor review
3. SEGMENTATION3.1 Segmentation3.2 Target consumer
4. OVERALL TRUTH 4.1 Category Truth4.2 Consumer Truth 4.3 Product/ Brand Truth
5. CONSUMER INSIGHT6. BRAND IDEA 6.1 Brand positioning 6.2 Brand essence6.3 Brand key6.4 6P
7. COMMUNICATION IDEA7.1 Brand activation platform7.2 Brand activation idea
8. LAUNCHING
MARKET REVIEW
(Source: Nielsen, 2013)
Growth rate of instant coffee in Vietnamese marketAverage annual increase about 6.9%
20%
31%
46%
2%
Vietnam Instant Cof-fee Market Share
Trung NguyenVinacafeNescafeOther
Target customer
Officer ( from 22-30 ) who open mind. Urban lifestyle.
Adults 20-59, have gentle personality, gentle, polite, like quietly in communication. They prefer quiet and respect for traditional values , conservative.
Mass – focus on the youth ( 18-35 ages )
What they need
They want to create an emotional connection with people ( with Vietnamese taste coffee
They want to enjoy a traditional taste coffee in the convenience way
Young men want to taste and quality of genuine authentic coffee.
Reason to believe
Nescafe provide Vietnamese cup coffee with international quality.
Traditional Vietnamese coffee with real taste.
Trung Nguyen provide G7 coffee with good taste and authentic coffee
General information
Price: 41.000 VND – 44.000 VNDOrigin: SwitzerlandPortforlio:Instant coffee 100% pure NESCAFÉ RED CUP- The soluble coffee product mix available:NESCAFÉ 3 in 1: 3 different flavorsNESCAFÉ Café Vietnam: with 2 black coffee ice products and iced coffee.
Price: 36.000 VND – 48.000 VNDOrigin:VietnamPortforlio- Vinacafe Wake
up Saigon: 3 in 1
- Vinacafe instant :classic
Price: 45.000 VNDOrigin: VietnamPortforlio- G7: 3 in ; 2 in 1; 3
in 1x2; 2 in 1 x2- G7 Cappuccino- Passiona
BUSINESS BACKGROUND A big local giant with 150,000 USD to invest, owning strong network of distribution of general trade & modern trade, with a good source of high-quality coffee in Central Highlands of Vietnam, plus with strong technology, and can recruit strong local experienced people of coffee making.• The company wants to enter in instant coffee market• Target consumer focus on 02 big cities are HCMC & HN. They want to launch this new brand on May, 2014 with 04 month setting.
Become the top 3 instant coffee brands in Vietnam within 3 years from the second quarter of 2014
BUSINESS AMBITION
BCG MATRIX
?Coffee for mass Coffee for specific market
TARGET CUSTOMER
WHO IS POTENTIAL?Female account for more than 54% of instant coffee consumers (Source: Vinaresearch, 2013)
They are a larger part of instant coffee consumer, but they are still not satisfied with their current instant coffee. They’re willing to switch to the more ideal brand.
54%46%
Vietnam Instant Cof-fee Consuption by
Gender
FemaleMale
TARGET CUSTOMERDOES ANY BRAND TOUCH THEM?
FOR MASS, WOMEN USE THE MOST
FOR WOMEN ONLY
Specifically for Femininity but RTB
is weak, irrelevant and not trustful
Femininity is not clear (TA are still afraid of hot &
fat dilute coffee by adding
much water or consume 1 time/day only…)
(Source: Vinaresearch)
Very Potential market (Learning from Passiona lesson to enhance the success possibilities)
In 3 years, we can own 50% female consumer More than 25% market share Top 3.
SWOT MATRIX
Strength Weakness
Oppotunity Threaten
-New brand , easy to get attention with differences- Experiences from competitor’s mistakes- Deeply understanding about TC
-New brand , lack of experiences- Be influenced by pioneer strategy & limited
- Strong competitors- It’s hard to change TA habit- New product can make TA hesitate to try
- Consumer accept with exist brand even when asked about satisfaction with the taste is not really good- There is no brand for women that strongly success
MAIN COMPETITORS REVIEW
Outstanding campaigns
“Cà phê cho phái đẹp” campaign
Start a new day with birdy “Blind test” – research customer mind.Campain: “Café manh, danh cho phai manh”Draw G7 is STRONG taste in customer’s mind.
“Khoi dong ngay moi”“100% huong vi Viet Nam” , “Tach ca phe ngon xoay tron cau chuyen?
A Vietnamese coffee with international quality.
Strength Biz view: The first brand for women that belong to a strong Vietnamese coffee brandFocus on the right potential TC
Consumer’s view: The fist brand caring about me, they on behalf of my passion
Biz view: It’s belong to a international brandRelevant & make sense brand ambassador
Consumer’s view:It’s convenience with many kind of packaging & Advertising campaign
Biz view: good way to approve customers. Excellent taste fix Vietnamese needs. National indentity. Vietnamese use Vietnamese goods.
Customer view: Good taste. Good price
Biz view: the global brand with long time and quality. They have a strong capital for marketing. Seriously in research to understand consumer.Nescafe 3 in 1 is a market leader of 3 in 1 instant coffee
Customer view:Quality coffee. Attractive promotion. Price is suitable for a global brand.
Weakness Not following the category truth( coffee is hot as good as milk & consumer’s perception (coffee cant not be a good drink that make you prettier)
R2B is not strong (cant convince TC with a coffee brand can make you prettier”
It start from a non-coffee brand that they have many difficult to deeply understanding about TA in VN
It’s not well known and why I should drink it just because it’s brand ambassador?
Trung nguyen choose the way to compare with competitors to confirm brand’s voice is not ok. They don’t have a clear strong compare two competitors
Too strong for a lot people
Taste is not better than other brand. They change a lot objective and way in short time -> no single minded. Nestle is a company specializing in café, milk, cacao, cream…( too much)
Taste is not good, not strong, it just miss approve level
SEGMENTATION
46%15%
32%
7%
Vietnamese Female Urban Youth Segmentation by Lifestyle, 20-29
yo
AchieverEnjoyer/ PlayfulContentedOthers
SEGMENTATION
PROFILING
ACHIEVER ENJOYER CONTENTED
DESCRIPTION
- Passionate, proactive, ambitious, eager to learn, to change and to adapt to grow, esp in their career path. On the way to achieve more in career.
- Playful, optimistic, carefree, love to enjoy life & to take care of themselves
- Satisfy with current life, no motivation to achieve more in life- Take care of family - their biggest part for the lifetime
LIFESTYLE & HABIT
- Goal-oriented & seek for recognition - Trend updated- Busy- Social lives are centered around career.- Image is important to them.
- Carefree & loving enjoyable activities: hanging out, shopping, reading, travel…- Optimistic & childish
- Mature & satisfied- Caring of family & responsible- Leisure activities center around the home and family- Conservative & practical
LIFE CONCERN
- Career and success are the key focus- Equality/ Women’s right & power- Take care of themselves/ indulgence enough to balance Work & Play?
- Did I experience the true living?- Did I discover all the best things in this world?
- Family is always their biggest concern
ROLE OF COFFEE TO THEM
- Focus & stimulate to work effectively- Get them ready, bring them confidence- Initiate social bonding- Mental renewal- Indulgence
- Energy boost- Thirst quenching- Snacking- Coffee is becoming more of social drink
- Family drink in the morning- Mental renewal- Relaxing & rewarding
URBAN FEMALE20-29 YO
TARGET CUSTOMERDETAILED PROFILING
FEMALE ACHIEVER20 – 29 yo, urban, ABC
Instant Coffee U&A:- Drink dilute coffee (by adding much water)- Frequency: 1-2 times/day- Consumption: approx. 1 pack/use - Drink at “start” time (in the early morning or the begin off afternoon)- Serving hot is preferable- Both prefer using individually or together with friends/ colleagues, and not at office desk - Enjoy the bittersweet taste of 3in1 coffee (not the bitter only, which is too hard/unpleasant for them)- Afraid of being hot & fat when consuming 3in1 instant coffee- Bittersweet taste & passionate aroma are the top 2 things they enjoy when drinking 3in1 instant coffee
Profile:- Female, heavy (daily) instant coffee users- Work in office (dominant)- Urban Youth, 22-29 years old- Class ABC- Live in urban cities (HCMC, HN…)
Life concerns & habits:- Career and success are the key focus- Equality/ Women’s right & power- Take care of themselves/ indulgence enough to balance Work & Play?
Because of:
• Large size (46%)
• High demand of coffee daily
• Want of enjoying the coffee only for women
• Easiness to switch brand & adapt new things
• Those early adopters are easily turn into influencers for Contented women segment.
We choose
this target
OVERALL TRUTHCATEGORY TRUTH CONSUMER TRUTH
PRODUCT/ BRAND TRUTH
Convenient
Ready to drink
Easy to drink (light taste, a little
bit bitter with add
on sweet & creamy)
Concentrate & Stimulate
“Whatever instant coffee you get, you can enjoy the instant coffee whenever and wherever possible so long as you have hot water. Wherever you are, if you have a cup and hot water, you can enjoy coffee. They are so easy to carry about”
Functional:• Bitter-sweet taste• Add-on Aroma• Suitable for women• Harmonize taste &
scent• Concentrate
Emotional: Bittersweet blending of the best coffee taste & aroma gives women True indulgence moment
“As a young modern, confident & ambitious woman, I drink coffee not only to concentrate to achieve more in life, but also to enjoy the pleasure come from the intensely comfortable aroma + sweet taste blending with the bitterness that prevent me from being fed up with the drink.”
Consumer Insight for Brand Idea“As a young modern, confident &
ambitious woman, I drink coffee not only to concentrate to achieve more
in life, but also to enjoy the pleasure come from the intensely
comfortable aroma + sweet taste blending with the bitterness that prevent me from being fed up with
the drink. Then I love to choose 3in1 coffee instead of dark coffee, and this bitter-sweet taste & aroma of coffee brings me a kind of truly feminine
indulging moment in life”
CategoryTruth
Brand Truth
ConsumerTruth
CONSUMER INSIGHTWHAT THEY SAY
WHY THEY SAY
WHY THEY DO
WHAT THEY DO
“As a young modern, confident & ambitious woman, I drink coffee not only to concentrate to achieve more in life, but also to enjoy the pleasure come from the intensely comfortable aroma + sweet taste blending with the bitterness that prevent me from being fed up with the drink. Then I love to choose 3in1 coffee instead of dark coffee, and this bitter-sweet taste & aroma of coffee brings me a kind of truely feminine indulging moment in life”
“I drink coffee daily to keep me awake & focus on my work, but coffee to me is too bitter, then I prefer 3in1 coffee”
She is an achiever, successful career is her ambition so she just focus on it. But she’s still feminine & 3in1 coffee is gentle enough for her choice
She drinks 3in1 coffee daily, and it not only bring her concentration, but bring her indulgence moment also. She feel relaxed, rewarding.
Because she love the bitter-sweet taste & aroma of 3in1 coffee. This coffee truly indulge her femininity, let her enjoy the pleasure come from the intensely comfortable aroma + sweet taste blending with the bitterness that prevent me from being fed up with the drink
BRAND IDEABRAND ESSENCE/ BRAND KEY
BRAND ESSENCE
“Bittersweet Blending for Life
Indulgence”
Consumer Insight for Brand Idea
POSITIONING Product
Price
Place
Promotion
Packaging
Positioning
POSITIONING
To whomWomen, urban cities , office - working, 22 – 29 Sec A,B,C . Using coffee at office & home for their consumption
What needThen I love to choose 3in1 coffee
instead of dark coffee, and this bitter-sweet taste & aroma of coffee
brings me a kind of truely feminine indulging moment in
life”
R2BThe special formula that mix between bitter authentic coffee and exactly ratio of milk & sugar that call “ the bittersweet”Formula mix calories and caffeine suitable for women
Uniqueness
Various aromas & tastes
Low calories & caffeinebittersweet
Brand positioning
PRODUCT
Product
Price
Place
Promotion
Packaging
Positioning
Coffee’s portfolio
The context
We launch our product range to offer more choice and convenience, meet women needs: 3in1 coffee instead of dark coffee, and this bitter sweet taste of coffee brings they a kind of “truly feminine indulging moment”
Our commitment: We aim to inform consumers provide a wide variety of quality, refreshing with nutritional and ingredient information so consumers can make informed beverage choices.
Coffee’s portfolio
Strategy
Our product portfolio strategy has three priorities:
o Developing our portfolio - introducing new products to offer greater choice,
o Providing clear, the ingredients, aroma and have amount caffeine suitable for women in our products.
o Ensuring that our product are sold and marketed in a responsible way.
Coffee’s portfolio
Objective
Coffee’s portfolio
Develop and market a wide choice of products so women can decide which of our coffee best meets their needs indulging and lifestyles.
Choice Bittersweet taste & aroma
Accelerate the growth of women’s coffee with girly scent ( lavender, rose, sunflower, hazelnut ..,)
But the iconic product: Bittersweet Original
Objective
Coffee’s portfolio
Increase the availability of low or high caffeine and low calories choices for people in each other cases.
Amount of caffeine, calories
Ensure that our products meet the highest quality and coffee safety standards, in line with consumer expectations.Authentic coffee from highland Vietnam.
QUALITY RESPONSIBLE MARKETING
Ensure that our products are sold and marketed in responsible way.
Activities
We will provide a women's coffee variety of quality, refreshing instant coffee with bittersweet taste and aroma information so consumers can make informed coffee choices.
Bittersweet taste and aroma coffee
We recognize there are concerns with what suitable coffee's taste for women. Although women have 52% people drink instant coffee but in market there aren't any instant coffee meet women's needs: 3in1 coffee instead of dark coffee, and this bitter sweet taste of coffee brings them a kind of truly feminine indulging moment in life".
Coffee 3in1, aroma currently main our product offerings and we will accelerate them. We also increase the availability of low caffeine choice of coffee so that consumer can choose the coffee that best meet their needs.
Bittersweet taste and aroma coffee
DAISY
Tulip LiLY
lavender
Bittersweet Original
PRICE Product
Price
Place
Promotion
Packaging
PositioningCompetitor price - Passiona : ~3500/pcs 36gr- G7 3 in 1: ~2500/pcs 36gr- Birdy : ~10000/pcs- Nescafé 3 in 1 : ~2000/pcs 37grOur Price strategyCompetitive price with competitors (focus on the discount TC recieve when they choose kinds of box)3 type of price : - Box 5 pcs/25gr : 25000- Box 10 pcs/25gr : 35000- Box 20 pcs/25gr : 60000
POSITIONING Product
Price
Place
Promotion
Packaging
Positioning
Focus on mass distribution in both modern & traditional channel ( Supermarket, Convenience store , Circle K , Shop and Go , Market, small stores,…)
In HCMC & HN , even when modern channel growth sharply but the role of traditional channels still work effectively. Specially in HN’s culture, traditional channels get bigger role.
PACKAGING
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