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- KHÁNH THY - YOUNG MARKETERS ELITE 3 INDIVIDUAL GRADUATION CASE

Young Marketers Elite 3 Graduation Challenge 2- Khánh Thy

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Page 1: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

- KHÁNH THY - YOUNG MARKETERS ELITE 3 INDIVIDUAL

GRADUATION CASE 

Page 2: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

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

Page 3: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

FLAVOR – KEY DRIVER OF INSTANT NOODLES

SOUR AND SPICY-THE MOST FAVORITE FLAVOR OF CATEGORY

OF HAO HAO

Page 4: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

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

Page 5: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

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.

Page 6: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

PRODUCT CONCEPTNoodle with lemon and chilli powder added in‘sợi mì’, maintain the nutrion, eyes catching color and real taste

Page 7: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

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

Page 8: Young Marketers Elite 3  Graduation Challenge 2- Khánh Thy

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