Individual proposal 2 – Ky Vy

MARKET SITUATION

Jump into this market and steal 16% share from the biggest player in this segment which is Hao Hao.

TRUNG CAP MARKET COMPETITORVIETNAM INSTANT NOODLE

MARKET BY SEGMENTS

Cao cap: 9%

Trung cap: 49%Pho thong: 42%

Share in segments

Share in wholemarket

Hao Hao 80% 39%

3 Mien Gold 17% 8%

Others 3% ~1%

Few competitors in this segmentsHao Hao is the key player in this segments

Trung cap market has the biggest share in term of volume and value

HAO HAO REVIEW

PRODUCT PORTFOLIO POSITIONING

Has many variant but Hao Hao Tom Chua Cay has the biggest share among total variants.

“Chất lượng Nhật Bản cho bữa ăn ngon”

• Strong product function which is good taste and fit the taste of all region of Vietnam.

• Strong perception toward Hao Hao as a quality product with Japanese technology.

These are key driver of product in this segment, so if we talk about the taste, it’s very hard for us to win.

TARGET CONSUMER

Nhiều lúc bận rộn, không có nhiều thời gian, tôi phải chọn mì gói như là 1 giải pháp cho bữa ăn của gia đình. Những lúc đó, gia đình tôi, đặc biệt là đứa con nhỏ, nhìn tô mì chỉ có 1 màu vàng nhạt với ánh mắt rất chán nản, không khí bữa ăn như chùng xuống hẳn.

BCD+, rural, mom with kids, want to take care the most of their family, especially her children.

Insight: I want my kid to enjoy every

family meal, even when sometimes, its a rushing one with

my lack of preparation.

PRODUCT CONCEPT: Hapimi instant noodle

Mom package Dad package Kid package

• Colorful noodle thread and funny, animal shape vegetable inside.

Taste: Chua – Cay as the most favorite taste in the market.

POSITIONING STATEMENT

PROVIDE WHAT NEED

TO WHOMDIFFERENTIATED

BYRTB

PROVIDE WHAT NEED

BCD+, rural, mom with kids, want to take care

the most of their family, especially her

children.

Instant noodle that turns rushing and lack of

preparation family meal time to an amazing bonding meal time.

• Packaging: Customize on family role: Dad, Mom kid.

• Core product: Colorful noodle thread and funny, animal shape vegetable inside.

Unique technology of AFC, a famous company on the market.

BRAND WHEEL

PERSONALITY BENEFIT DISCRIMINATOR RTB

Make rushing, boring family meal time into a

funnier, happier one

Funny, happy, cheering, family-oriented, especially

for kid.

• Packaging: Customize on family role: Dad, Mom kid.

• Core product: Colorful and funny shape of noodle thread and vegetable inside.

Unique technology of AFC, a famous company on the market.

BRAND ESSENCETURN RUSHING, BORING FAMILY MEAL TIME INTO

AMAZING ONE.

6P

• Product: as above

• Packaging: as above

• Price: equal to Hao Hao

• Place: GT, mom and pop

• Promotion: launching plan

• Proposition: Happy meal time with Hapimi (in the

context of rushing meal with instant noodle)