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Tô Nguyễn Việt Chinh
Young Marketer Season 3
BrandingMarket AnalysisCompetitionAdvantages & Potentials of market
and VinariceTarget CustomerProduct ideasBrand positioningMarketing Mix 6P
Marketing CampaignObjectivesMessageTarget Audience & InsightCommunication Big ideaMedia Touch pointLaunching Plan
Market Analysis
-Consumption: 35 Million Tons a year-90% Unbranded, distributed via GT.-10% Branded: Ngọc Đồng, Miss Cần Thơ (Gentraco), Gạo Hương Lúa (ITA Rice), Gạo TứQuí (ADC), v.v , distributed via MT.
Competition
-Unbranded: Large variety; different prices, tastes, origins; unconfirmed quality.-Branded:
+Gentraco: 3 lines of product Ngọc Đồng, Miss Cần Thơ, Cò Trắng; 2 qualified for Global GAP.
+ITA Rice: 7 lines of product; qualified for GGAP; distribution centers.+Hoa Lúa Rice: 3 lines of product; qualified for GGAP; communication big idea:
“Chọn Gạo sạch Hoa Lúa là chọn cách yêu thương bền vững.”+ADC: 1 line of product; qualified for GGAP
-Branded has higher price + gives retailer less profits = excluded from GT
Advantages and potentials of market- Large supply, cheap but without standard- Given the right management can provide more than enough qualified rice with a little
higher price.- Rice is main consumption in Vietnamese’ meals and Vietnamese people are starting to
look for healthier life style with healthier food.- GT channel is difficult to penetrate but has huge potential due to consumers believe in
their retailer.- Consumers’ trend to switch to MT
Advantages and potentials of Vinarice- Sufficient financial backup- National distribution system, especially in big cities- Knowledge on product- Large supply
Target Customer
-Urban wife/mother-Age: 25-45-Family income: ABC+
-Behavior: Buying approximately 10Kg/2 weeks/1 timeRice with price from 12.000 VND/Kg Willing to buy new and better rice if the price isn’t too much higherIn charge of cooking at homeDon’t get much appreciation from husband/children for cooking.
Product idea: Gaïo Ngoït-Long grain rice, clear-Taste and smell: Sweet or bitter sweet. Light but lingering-Good for health
Brand positioning“Sweetness of hard work”
Vietnamese people usually say: “Nhai cơm kĩ sẽ thấy cơm ngọt”. Focus and diligence make things better. Hard work in the kitchen create healthy, delicious food full of sweetness of the love put into it.Thanks to all the hard working wife/mother, all the delicious meals are made and we can even taste the sweetness of their hard work in each grain.
Marketing Mix 6P
Product
• Sweet and bitter sweet rice (smell and taste)
• Healthy food• Long grain
rice. Clear, soft, elastic
• 2 lines: Basic and luxury
Place
• Supermarket• Big local rice
store• Promotion
booth
Price
• Basic line: 13,000-15,000 VND/Kg
• Luxury line: 15,000-18,000 VND/Kg
Promotion
• Ad: Tvc, Banner, v.v
• Newspaper articles
• Reality show• Talk show• Promotion
booth• Etc.
Packaging
• Bag of 2Kg (for promotion and try-out),5Kg and 10 Kg
• A bit colorful: pink, yellow, green. Still able to see the grain rice.
Personel
• Indirect sales• Direct sales
during promotion
Marketing campaign
“Sweetness of hard work”
Campaign’s Objectives
Brand’s objectives-Raise brand awareness: at least 50% of target customer-Sales: 10-20% of target customer try-Market share: 5% of total domestic consumption
Social objective-Increase 5% of target customer who use branded rice instead of unbranded
Campaign’s Message
The sweetness of the rice and the deliciousness of the food isn’t coming from the foodalone but from the hard work women put into making them. Most of the time their hardworks are unnoticed.Gạo Ngọt is not only a brand of delicious rice but also acknowledge and support the hardwork women put into making food.
Campaign’s Target Audience
Urban wife/motherAge: 25-35Family income: ABBehavior: Buying approximately 10Kg/2 weeks/1 time, rice with price from 12.000 VND/Kg
Willing to buy new and better rice if the price isn’t too much higher
In charge of cooking at homeDon’t get much appreciation from
husband/children for cooking.Looking for acknowledgement and support
Insight
“I would happily cook for my family but sometimes Ithink I deserve more appreciation. Myhusband/children think(s) cooking the whole meal isjust as easy as cooking rice in an electric rice cooker. Butdelicious food is difficult to cook including making tasty(smell and taste) rice in a rice cooker.I would like to be appreciated a little more for myhard work and diligent.”
“Sweetness of hard work”
Communication big idea:
Show the husband/children that making delicious food everyday for every meal required alot of hard work.-Explaining the difficulties-Have them try 1st-hand experiences, proving even cooking rice in a electric rice cookerneeds the right amount of grains, water and good washing method.
Media Touch point
-Newspapers, magazines-TV: Tvc, talk show, reality show-Promotion booth: supermarkets, malls-Social media: Facebook mostlyEtc.
Launching plan
Trigger(1 months)
Advocacy(2 months)
Experience(3 months)
Trigger the remorse they felt after they
hit/scold their child.
Cooking may not be as easy as you think
Talk show
Articles
Let them discover and experience the method of education involved
no violence with Shichida.
Let’s try it yourselves
Reality show
Promotion booth
Inspire & encourage parents to learn more
and enroll in the course
Appreciating the hard work
Video contest
Cooking tutorial
PHASING
OBJECTIVE
KEY MESSAGE
KEY HOOK
SUPPORTING TACTICS
25 billion 65 billion 10 billion BUDGET
Phase 1: Trigger
Talk show-Celebrities and famous cooks talk about how difficult it is to make a meal for a family.-Show interview of wives/mothers talking about the hard work and diligent put intocooking.-Special show: The difficulty of choosing quality rice, leading to Gạo Ngọt; how to processGạo Ngọt (washing, water to cook…)
Articles on newspaper, magazines-The difficulties in choosing quality ingredients in the market, the consequences ofchoosing bad ingredients (including rice)-The time, effort usually spent cooking a normal meal-How husband/children think cooking is easy
Phase 2: Experience
Reality show - Celebrities and normal people-Family with children: Have the husband and children make their favoritefood + rice-Family without children: Have celebrity husband and normal husband in ateam, making their favorite food + rice-> Proving making food reaquired more hard work than they think. Women’sfood is tastier, sweeter thanks to their diligent and hard work everyday.
Promotion booth-Normal sales promotion booth in public places.-Kitchen booth in supermarkets, malls: Husband and wife cooking challenge
+ Have husband and wife cook separately on 2 basic food: rice and omelet+ Compare the results
-Give out free sampling
TvcWe understand that evencooking everyday mealsrequired hard work andlove. From choosingingredients to presentingthem. That is why GạoNgọt is meant to help easeyour difficulties. Givingyour family the sweetnessof hard work.
Phase 3: Advocacy
Video contest – Social network-Video of a family cooking together Gạo Ngọt + 1 other plate->Celebrate happy family, understanding and appreciating the result of hard work in thekitchen.
Cooking tutorials – Social network, woman magazine-Start with how to prepare and cook rice, reference fried rice more delicious with longgrain and sweet rice Gạo Ngọt-Food that won in video contest, showing the winning families
Thank You for reading !