CONSUMER

UNDERSTANDING

CATEGORY TRUTH

PRODUCT CONCEPT BRAND

POSITIONING

LAUCHING PLAN

OUR

LIST TO DO

CATEGORY WHICH CRITERIONS IN CHOOSING RICE

Aroma (65% gạo

thơm)

Taste (70% gạo

dẻo, 60%

gạo mềm)

Nutrition

KEY

DRIVER

SUB

DRIVER Hygienic

Appearance (53% hạt dài, 46%

hạt trắng trong)

80% people assume that cooked rice having a

good aroma is high quality rice.

Aroma is the “top of mind” criteria for

evaluating the quality of rice

SO

WE CHOOSE AS KEY CATEGORY DRIVER AROMA

But the weakness of this driver is that:

• Not many consumer can describe exactly the aroma of rice

• Some consumer assume that aroma of rice is originated from chemical

COMPETITOR

Artificial

aroma

Natural

aroma

Unspecific

aroma specific

aroma

Nàng

thơm chợ

đào, Bảy

núi„

“Gạo xá”

tẩm

hương

Vinarice

Method to distinguish between natural and artificial aroma:

• Natural aroma remains in cooked rice.

• Artificial aroma disappears when the rice is cooked

THE FRAGRANT RICE WITH NATURAL AND SPECIFIC

AROMA.

Aroma is made by

100% natural

components without

chemical

components, which is

still remain in cooked

rice.

Favorite flavors of

Vietnamese people

from lotus petals

(cánh sen), pineapple

leaves (lá dứa), and

Jasmine flowers (hoa

lài),

Specific

aroma

Natural

aroma

PRODUCT

TRUTH

AROVIET RICE

The product is a combination of rice and

aroma ingredient.

To be selected from

the fresh Jasmine

rice varieties,

undergo processes

of modern

integrated

production

preserving the

specific aroma of

rice varieties

To be selected from

the fresh rice varieties,

and through the

production process of

modern self-

contained, white rice

will be brewed in fresh

lotus leaf from Tay Ho

Lake and will be

packed with natural

fragrance keeping

technology.

Selected from rice

varieties of fresh,

undergo processes of

modern integrated

production, white

rice will be brewed in

fresh pineapple stems

of the West and will

be packed with

natural fragrance

technology.

BRANDED PORTFOLIO

Gạo Cánh Sen

Dẻo mềm thơm Sen Gạo Hoa Lài

Dẻo mềm thơm Lài

Gạo Lá Dứa

Dẻo vừa thơm Dứa

Urban, Female 25-45,

Class: A+

Highly Involved

Gourmet

Urban, Female 25-45, Class: BC+

Price conscious but also want to have a

quality meal WHO

WHAT

HOW

U&A to Meal time Usage: Using the best ingredients which match the

taste of family members to cook.

Attitude: Enjoy meal time with family

and always want to make perfect meals for family

Profile Urban, Female 24-

45, Class AB+,

Family shopper Life concern and habit Family is always biggest concern.

To show her love by caring and sharing

WHO IS

TARGET

CONSUMER UNDERSTANDING

Moment

of truth

And a rice bowl full of a

favorite aroma is a key

factor to enhance the

quality of meal, which help

increase the appetite so

that family members can

truly enjoy meal as well as

family bonding moment

Making a quality meal for

my family is my desire

everyday.

Only the rice with natural and specific aroma can

enhance the quality of the meal

Enhance appetite

Meal enjoyment

Enhance family

atmosphere

Enjoyment of

bonding moments

Can

AROVIET rice

satisfy this

truth?

Rational benefit:

Enhance

appetite for

meal enjoyment

Emotional

benefit: Enhance

family

atmosphere for

enjoyment of

bonding moment

- Urban, Female

24-45, Class

AB+, Family

shopper

- Family is

always biggest

concern.

- To show her

love by caring

and sharing

Only the rice

with natural

and specific

aroma can

enhance the

quality of the

meal

- Aroma is made by

100% natural

components without

chemical components,

which is still remain in

cooked rice.

- Favorite flavors of

Vietnamese people

from lotus petals (cánh

sen), pineapple leaves

(lá dứa), and Jasmine

flowers (hoa lài),

Reason

to

believe

Differenti-

ate from

To

Whom

Provide

what

need

BRAND POSITIONING STATEMENT

Category

Truth Aroma is the

“top of mind”

criteria for

evaluating the

quality of rice

Product Truth Only the rice with

natural and

specific aroma

can enhance the

quality of the

meal

BRAND

IDEATION

BRAND

ESSENCE

The aroma to

enhance your

enjoyment

Consumer Truth Making a quality meal for my

family is my desire everyday.

And a rice bowl full of a

favorite aroma is a key factor

to enhance the quality of

meal, which help increase the

appetite so that family

members can truly enjoy meal

as well as family bonding moment

A FRAGRANT RICE

WITH NATURAL

AND SPECIFIC

AROMA.

Doing marketing & communicate to

the shoppers and their family members.

Offer appealing sampling journey and

packaging to attract them trial.

Offer many promotion package to

motivate consumers to purchase and

re-purchase.

Optimize the products to expand the

portfolio, encouraging more and more

people to join & the VINARICE to

corporate in the long run

Pay attention to cooperate PR

Selling 2-5kg packages in grocery

stores linked with FMCG.

Building our retailers to sell full

packages.

Setting up a private shelf for AROVIET

rice in Co.op mart and Big C

supermarkets.

Gạo cánh sen: high

price 25 000/kg

Gạo Lá Dứa và Hoa

Lài: Medium price 17

000/kg

PRODUCT

PROMOTION

PLACE PRICE

Carton package

Quantity: 2kg - 5kg - 10kg

Product line:

"Gạo cánh sen - Nở mềm thơm sen" in carton

box.

"Gạo lá dứa - Nở mềm thơm dứa" in plastic bag.

"Gạo hoa lài - Nở mềm thơm lài" in plastic bag.

Brand: AROVIET - Natural and Specific Aroma -

High quality

Technology: Using technology to preserve the

natural and specific aroma

"Sản phẩm đạt tiêu chuẩn chất lượng vệ sinh

an toàn thực phẩm"

AROVIET with aroma from

100% natural components

chosen from various

favorite flavours of the

Vietnamese will enhance

the quality and enjoyment

of your family meal.

PACKAGING PROPOSITION

DINNING MEAL

BRAND

BIG IDEA

COMMUNICATION

BIG IDEA

ACTIVATION

FLATFORM

AROMATIC BOWL

OF ENJOYMENT

Bát cơm thơm đượm tình thân

The

aroma to

enhance

your

enjoyment

LAUNCHING

PLAN

OBJECTIVE

Launching triad of products to

attract 5% users in GT

TARGET

Profile

Urban, Female 25-45, Class AB+,

Family shopper.

Highly involved gourmet

CAMPAIGN

BIG IDEA

Three aromatic members of

happy family (products are personified as a family

members)

AWARENESS SAMPLING PURCHASE POST-PURCHASE

Timeline 6 months 2 months 2 months 2 months

Objective

Raise awareness

of AROVIET Brand

and its products

Let consumers

experience by

using sampling

Motivate to make

buying decision

Enhance brand

images and build

brand loyalty

Key

message

AROVIET brings 3

types of natural

rice, each of

which has specific

aroma which

ensure a quality

and enjoyable

meal time.

Try and feel a

quality and

enjoyable

meal time with

your family

with AROVIET.

AROVIET brings 3 types

of natural rice, each of

which has specific

aroma which ensure a

quality and enjoyable

meal time.

AROVIET is the

right choice for a

quality and

enjoyable meal

time.

Key hook TVC SAMPLING

JOURNEY PROMOTION

CONSUMER

SERVICE

Supporting

Tactics

TVC, TV Sponsor,

PR PR, TVC In-store activities, PR

PR, In-store

activities

Budget 50 millions 10 millions 30 millions 10 millions

Evaluation Research Agency,

Trial Volume, Sales

Trial Volume,

Research

Agency

Sales

Repurchasing-

Numbers,

Research

Agency

Message: AROVIET brings

3 types of natural rice,

each of which has

specific aroma which

ensure the quality and

enjoyment of meal time.

TVC

Supportive Tactics: TV sponsor “Món ngon Việt Nam”, Clip production process,

Endorse by top celebrities: Quyền Linh, Ốc Thanh Vân, PR

Moments: Dinning time,

“In the past, it took my Mom a lot

of effort to prepare a quality meal

for us by cooking rice with lotus

and pineapple leaves”

“Nowadays, I can prepare a

quality meal more easily for my

family enjoyment with AROVIET”

Place: Residential

areas at 6 key

cities

Time: Dinning time

Supportive Tactics: PR, Words of Mouth

Content: We will use the “Truck of

Aroma” to cook a meal with our Rice for

selective families then invite all of the

family members to enjoy the meal in our

Truck, take a picture with them and give

them a free 2kg rice package.

Introducing our production process for

them.

SAMPLING

JOURNEY

TRUCK OF AROMA

If consumers buy over

5kgs, consumers will

be given a household

items and a lucky

draw.

Supportive Tactics: PR, Digital, In-store activities

Apply for member card to get

more benefits.

If consumers accumulate

enough packages, we will give

them special gifts: Apron, Rice

Buckets,..

PROMOTION

MEMBER CARD

CUSTOMER

SERVICES

It is not just aromatic rice

It is a Vietnamese unique aromatic rice

Coming to life from the careful-chosen varieties

which has their own unique Vietnamese Aroma.

THANK YOU !!!