In 4 hours

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Individual Graduation Challenge 2]
Ngọc Khánh Phạm

2. Business context
Challenge:
Launch new brand cạnh tranh trực tiếp với Hảo Hảo trong phân khúc trung cấp, mục tiêu đạt
17% thị phần trong phân khúc sau 6 tháng đầu tiên
Trong phân khúc giá Trung cấp (3,000 – 5,000) chiếm 49% ngành hàng.
• Hảo hảo (80% thị phần trong phân khúc)
- Proposition: Chất lượng nhật bản cho bữa ăn ngon
- Vị chua cay được ưa chuộng
- Brand lâu đời, thân thuộc với consumer
• Mỳ 3 miền gold (17% thị phần trong phân khúc)
- Propositon: Đậm đà hương vị Việt
- Vị chua cay
- Đầu tư promotion

3. Category Thị trường trung cấp
Driver Barrier
- Tiện lợi, chế biến nhanh, có thể thay
thế bữa ăn hàng ngày
- Giá cả hợp lý
- Yêu thích khẩu vị chua cay
- Ăn nhiều sẽ có tác động tiêu cực đối
với sức khỏe
- Mất cân bằng dinh dưỡng
- Cung cấp không đủ năng lượng
=> Hảo Hảo và 3 miền gold hiện đang đánh dựa trên driver về taste, chưa chú ý đến dinh
dưỡng mà một gói mỳ đem lại (barrier của ngành hàng)
Vậy consumer có quan tâm đến vấn đề dinh dưỡng mà 1 gói mỳ đem lại?

4. Target Consumer
• Demographic
- 18 – 50 years old
- Live in rural, sub urban area
- Income: BCD+
- They are ordinary laborers, workers and employees
• Current Behavior/Habit/Belief
- Use instant noodle as a substitute for the meal of the day
- Add eggs, vegetables, meat when they cook instant noodles
- Eat instant noodles will not be enough nutrition and energy to work
- The biggest need: tasty, eat well, full of energy

5. Consumer Insight
As a ordinary laborers, I want eat a instant noodle that can bring to me a full of nutrition for
long hours working day

6. PRODUCT CONCEPT
Need
Benefit
Reason to believe
Differentiated
As a ordinary laborers, I want eat a instant noodle that can bring to
me a full of nutrition for long hours working day
Provide nutrition
Produce by Asia food – the company with over 20 years of experience
in Instant noodles in Vietnam
Produced by Nutri-technology bring the essential nutrients for long our
of hard working
Product Instant noodles with more nutrition that contained in soup packet

7. Brand positioning
provide to Whom what Need the Uniqueness by RTB
- 18 – 50 years old
- Live in rural, sub urban
area
- Income: BCD+
- They are ordinary laborers,
workers and employees
As a ordinary laborers, I
want eat a instant
noodle that can bring to
me a full of nutrition for
long hours working day
Bring to you a full of
nutrition for long hours of
hard working
Produce by Asia food –
the company with over 20
years of experience in
Instant noodles in Vietnam
Nutritious instant noodle

8. Roots: knowledgeable about the nutritional in instant noodle
Target consumer:
- 18 – 50 years old
- Live in rural, sub urban area
- Income: BCD+
Competitive environment:
- Mid-range segment
- Competitor play in taste and promotion
Consumer insight:
As a ordinary laborers, I want eat a instant noodle that can bring to me a full of
nutrition for long hours working day
Benefits:
Provide nutrition
Discriminators:
Only Nutri Viet with full of nutrition for long
hours working
Value-belief-personalities:
THE CARING PEOPLE:
Always full of energy, caring, friendly
Reason to believe:
Produce by Asia food – the company with
over 20 years of experience in Instant
noodles in Vietnam
Brand essence:
Nutritious instant
noodle
BRAND LOVE KEY

9. Marketing Mix 6P
Product
Packaging
Promotion
Price
Place
Proposition
Instant noodles with more nutrition that
contained in soup packet
- Design: friendly, looking
tasty
- Plastic packets
5,000/75g
- Higher than Hảo hảo, highest in mid-range segment
because we want to confirmed quality and still in mid-
range segment
- General trade - Buy 10 get 2
Provide nutrition for
breakfast in convenience
way

10. Thank you.