young marketers elite 3 individual graduation challenge 2_nguyen thi thanh an
Post on 17-Feb-2017
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NGUYENTHITHANHAN
Categoryoverview
DELICIOUS
PROVIDINGENERGY
ECONOMIC
CONVENIENCE
HYGIENIC
CAUSINGINNERHEATLESSNUTRITIOUS
PRESERVATIVES
PRODUCTIONTECHNOLOGY
DriverBarrier
DELICIOUS
PREMIUM– HIGHPRICE
NUTRITIOUS
HEALTHY
LOWPRICE
>5k
3- 5k
<3k
Competitoroverview
HảoHảoTôm ChuaCay
HảoHảoGà Nấm KimChâm
HảoHảoSaTế Hành Cay
HảoHảoSườnHeo TỏiPhi
HảoHảo– Mì xàokhôTôm Xào ChuaNgọt
HảoHảo– Mì xàokhôTôm Hành
HảoHảo– Mì xàokhôMì Chay RauNấm
SagamiBò Hầm NgũVị
SagamiHảiSản NấuCanh Chua
Nissin 365LẩuThái HảiSản
Nissin 365Tôm ChuaCay
Nissin 365Xí QuáchThịt Bằm
Nissin 365Nạm Bò Hầm
ĐạiGia ĐìnhTôm Hải SảnChuaCay
ĐạiGia ĐìnhBò SaTế Hành
ĐạiGia ĐìnhThịt Bằm HànhPhi
ĐạiGia ĐìnhLẩuCanh ChuaCá
ĐạiGia ĐìnhLẩuRiêu Cua
Segment3- 5k
Ø Hao Hao ismarketleader,withthemostdominantvariant“Hao Haotomchua cay”–preferredby“DELICIOUS”yet“LESSNUTRITIOUS”
Ø 3Mienischoosenbypromotion
Strategy
Ø Theproductmusthavedelicioustaste,butwithaninnovationtocrewconsumer’sattention
ØAddedmorenutritiontotheproductyetstillkeeptheeconomicprice
Whichconsumertochoose?
VIETNAMFAMILY• Consumerdemographic:- Urban- BCD+
• Shopper:MomØ Theproductmusthavedeliciousflavorthat
fitstoallfamilymemberØ Understanddeeplyabtheirchildrenn
husband’s needØ Occasiontouse:Momwantabreakfastthat
isconvenient,easytocookbutisstilldeliciousnprovidesgoodnutrition forfamilymemberforastartingday
Productconcept
Functionalbenefit Emotionalbenefit
RTP
- 3maintaste:naturalsweetie,spicy,sour
- Provide3keynutrition togainenergyforastartingday
Specialbrothwhichiscookedwithbeefmarrown3 seasoningessences
agood flavornnutrition forastartingday
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