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- KHÁNH THY - YOUNG MARKETERS ELITE 3 INDIVIDUAL
GRADUATION CASE
IF ASIANFOODS WANT TO BEAT BY LAUNCHING A NEW INSTANT NOODLES PRODUCT IN
MAINSTREAM SEGMENT?WHAT THIS NEW PRODUCT SHOULD BE?
TAKE A LOOK AT MAINSTREAM SEGMENT MARKETSHARE
Hảo Hảo Others
80%
Contribution by volume
Hảo Hảo Others
39%
In mainstream segment In instant noodles category
Hao Hao is market leader in mainstream segment
TAKE A LOOK AT HAO HAO
From Dream Incubastor Inc
Reason to choosing the brand
FLAVOR – KEY DRIVER OF INSTANT NOODLES
SOUR AND SPICY-THE MOST FAVORITE FLAVOR OF CATEGORY
OF HAO HAO
WHY?TAKE A LOOK AT VIETNAMESE TASTE
The priorities of Vietnamese favorite flavor: sour- spicy –salty- sweet
#1 #2 In comparison with other flavour such as: Lobster, beef, pork, chicken,.. sour and spicy flavor is the most hamorny mixture.Fact: In typical climax of Vietnam, the harmony of ‘WARM’ and ‘COLD’ elements is really important for taste and healthy food and here is the blend of sour and spicy .
THERE ARE MANY KINDS OF SOUR AND SPICY FLAVOR
SauerkrautTom yum Kimchi The sour and spicy flavor of chilli and lemon is familiarized with Vietnamese and relevant with taste of 3 areas in Vietnam: North, South , Middle.
BUT
HOW CAN WE BEAT HAO HAO SOUR AND SPICY FLAVOR?
Key driver and barrier of instant noodles category: Healthy issue.Instant noodles are lack of nutrition
FACT BASED
are rich source of vitamin-C. 100 g fresh chilies provide about 143.7 µg or about 240% of RDA.ß-carotene, a-carotene, lutein, zea-xanthin, and cryptoxanthin, carry a good amount of minerals like potassium, manganese, iron, and magnesium
have flavonoids called flavonol glycosides, including manykaempferol-related molecules ,arbohydrates, sugar, soluble and insoluble fiber, sodium, vitamins, minerals, fatty acids, amino acids and more.
PRODUCT CONCEPTNoodle with lemon and chilli powder added in‘sợi mì’, maintain the nutrion, eyes catching color and real taste
Positioning Statement
To whomlike sour and spicy flavor of noodles and concern
about nutrition in instant noodles
What need
nutrition and real flavor
By
Pure sour and spicy Asian Food Noodles
RTB
Lemon and Chilli noodles
6Ps
Product
noodles with lemon and chilli powder
Packaging
Natural green and red color
Price3.500d Place
MT. GT
Proposition(Brand promise + RTB)
Promotion
Sampling compare Asian noodles with normal noodles added chilli
and lemon