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Young Marketers Graduation - Lavifood - Nhóm 3

Young Marketers Graduation - Lavifood - Nhóm 3

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FINAL GRAND CASE
James Tran - Ngoc Nhon - Ngoc Phuoc - Xuan An - Ngoc Thao
LAVIFOOD
LaviFood enters the market with Health-Oriented product format, using ‘preserved freshness’ proposition together with ‘Maximize
nutrition’, ‘Nutrition for health purpose’ as 3 communication messages. Depends on KA with dominant revenue contribution.
1
Processed Fruit and Veggie
starts with
WE TƯƠINo
ROOT STRENGTH
Advanced process to increase domestic
veggie and fruit quality
BIG PRODUCTION
SCALE
For optimizing the
operation
ADVANCED TECH
For processing and
preserving
HIGH QUALITY
PRODUCT
Remaining the most
throughout process
DOMESTIC
PRESERVED FRESHNESS
Mixology from a
set of fruits
Maximize
nutrition
retained
“3 NO”
principle
Nutrition for health
purpose
Untreated fruit
taste
BRAND VISION
Revenue comes dominantly from Key Account but still struggle with total
revenue which put importance on the task of expanding efficiently to
other channel by consumer understanding.
Outstanding
technology
current brand proposition DISTRIBUTION
Build brand positioning for the bullet category Juice of Lavifood WeTươi (inc. WeReal and WeLOVE)
THATcan help us gain 1000 billions VND in domestic market within 3 years by 2023
TOcreating consumer purchase intention towards WeReal and WeLOVE
BRIEF RECAP
BYdefining our competitive advantage and build commercializing strategy to enter the market and win over
competitors and consumers' heart
J2BD
CATEGORY COMPETITORS CONSUMERS COMPANY COLLABORATOR
Where is the
potential zone to
play?
How is the
competitive
landscape?
What is the tension
of target consumers
that we can
address?
What is our offer to
win the consumers'
heart?
How we can leverage
and optimize our
partnership?
MARKET
OVERVIEW
Where are we playing in?
Who is our competitors? How are they performing?
Source: Euromonitor - Juice in Vietnam
Source: Euromonitor - Soft drinks in Vietnam
Within liquid refreshment beverage pool, Juice owns the highest
CAGR rate only after BW
Supported by the increasing health and wellness awareness trend with increasing disposable income
The business goal is ACHIEVABLE if we decide to STAY IN 100% JUICE - the strongest growing segment.
Convenient
Refreshment
Life essential
Specific
Health
Booster
Premiumization
Naturally Healthy/Naturalness
CONSUMER TRENDS
AT THE BEGINNING THE EVOLUTION
6%
92%
1%
2%
Share in litre
In which, limited litre shared 100% Juice recorded
strongest growthamongst Juice segments.
Source: Euromonitor - Juice in Vietnam
*Study’s market definition: Consists of all types of bottled fruit and vegetable juices which contain 100% fruit and/or
vegetable juice.
Total 100% Juice
2023
857
Also, looking at segment value share translated
from target revenue of Lavifood 2020 2021 2022
664 734 799Forecast Rev
(in million USD)
300 500 1000
2% 3% 5%
Target Rev
(in billion VND)
Target Segment
Share
TARGET MARKET SHARE
CONSUMER TREND
MARKETGROWTH
Maximize the use of natural ingredients and address
directly into health solution boost
Prestige
(>75/ml)
Masstige
50-75/ml
Mass
(<50/ml)
street
vendor -
freshly
squeezed
*not
concentrated
Refreshment with natural goodness Solution for health enhancement
NECTAR NON 100% JUICE 100% JUICE
COMPETITIVE LANDSCAPE in JUICE: WeReal and WeLOVE belongs to ‘Health solution’ segment. The market transition of ‘Health solution’ starts within 100% Juice.
The market is getting more innovative toward ‘Health solution’which inspired by niche boutique juice brands.
Led by Boutique brands with
health solution trend with
innovations:
+ Sophisticated need
+ Costly
+ Not accessible for everyone
But as the trend setter, they
can give some hints within
the segment
6% VOL SHARE92% VOL SHARE1% VOL SHARE
Literally refreshment
purpose with some
added juice for flavor
Refreshment but trying to bring the
meaningfulness into it by highlighting
the basic nutrition supplement by taking
the credit from fruit source
Purely from natural fruit
Either concentrated or non-concentrated
Imported fruit/ private VNese fruit cultivation
with ease of ensuring high quality
Ad

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Young Marketers Graduation - Lavifood - Nhóm 3

  • 1. FINAL GRAND CASE James Tran - Ngoc Nhon - Ngoc Phuoc - Xuan An - Ngoc Thao LAVIFOOD
  • 2. LaviFood enters the market with Health-Oriented product format, using ‘preserved freshness’ proposition together with ‘Maximize nutrition’, ‘Nutrition for health purpose’ as 3 communication messages. Depends on KA with dominant revenue contribution. 1 Processed Fruit and Veggie starts with WE TƯƠINo ROOT STRENGTH Advanced process to increase domestic veggie and fruit quality BIG PRODUCTION SCALE For optimizing the operation ADVANCED TECH For processing and preserving HIGH QUALITY PRODUCT Remaining the most throughout process DOMESTIC PRESERVED FRESHNESS Mixology from a set of fruits Maximize nutrition retained “3 NO” principle Nutrition for health purpose Untreated fruit taste BRAND VISION Revenue comes dominantly from Key Account but still struggle with total revenue which put importance on the task of expanding efficiently to other channel by consumer understanding. Outstanding technology current brand proposition DISTRIBUTION
  • 3. Build brand positioning for the bullet category Juice of Lavifood WeTươi (inc. WeReal and WeLOVE) THATcan help us gain 1000 billions VND in domestic market within 3 years by 2023 TOcreating consumer purchase intention towards WeReal and WeLOVE BRIEF RECAP BYdefining our competitive advantage and build commercializing strategy to enter the market and win over competitors and consumers' heart J2BD CATEGORY COMPETITORS CONSUMERS COMPANY COLLABORATOR Where is the potential zone to play? How is the competitive landscape? What is the tension of target consumers that we can address? What is our offer to win the consumers' heart? How we can leverage and optimize our partnership?
  • 4. MARKET OVERVIEW Where are we playing in? Who is our competitors? How are they performing?
  • 5. Source: Euromonitor - Juice in Vietnam Source: Euromonitor - Soft drinks in Vietnam Within liquid refreshment beverage pool, Juice owns the highest CAGR rate only after BW Supported by the increasing health and wellness awareness trend with increasing disposable income The business goal is ACHIEVABLE if we decide to STAY IN 100% JUICE - the strongest growing segment. Convenient Refreshment Life essential Specific Health Booster Premiumization Naturally Healthy/Naturalness CONSUMER TRENDS AT THE BEGINNING THE EVOLUTION 6% 92% 1% 2% Share in litre In which, limited litre shared 100% Juice recorded strongest growthamongst Juice segments. Source: Euromonitor - Juice in Vietnam *Study’s market definition: Consists of all types of bottled fruit and vegetable juices which contain 100% fruit and/or vegetable juice. Total 100% Juice 2023 857 Also, looking at segment value share translated from target revenue of Lavifood 2020 2021 2022 664 734 799Forecast Rev (in million USD) 300 500 1000 2% 3% 5% Target Rev (in billion VND) Target Segment Share TARGET MARKET SHARE CONSUMER TREND MARKETGROWTH
  • 6. Maximize the use of natural ingredients and address directly into health solution boost Prestige (>75/ml) Masstige 50-75/ml Mass (<50/ml) street vendor - freshly squeezed *not concentrated Refreshment with natural goodness Solution for health enhancement NECTAR NON 100% JUICE 100% JUICE COMPETITIVE LANDSCAPE in JUICE: WeReal and WeLOVE belongs to ‘Health solution’ segment. The market transition of ‘Health solution’ starts within 100% Juice. The market is getting more innovative toward ‘Health solution’which inspired by niche boutique juice brands. Led by Boutique brands with health solution trend with innovations: + Sophisticated need + Costly + Not accessible for everyone But as the trend setter, they can give some hints within the segment 6% VOL SHARE92% VOL SHARE1% VOL SHARE Literally refreshment purpose with some added juice for flavor Refreshment but trying to bring the meaningfulness into it by highlighting the basic nutrition supplement by taking the credit from fruit source Purely from natural fruit Either concentrated or non-concentrated Imported fruit/ private VNese fruit cultivation with ease of ensuring high quality
  • 7. “Clean & Green” lifestyle Health-conscious Youth High-quality fruit-like taste Juice from Real fruit *100% Segment norms: No sugar added, no preservative, no color, 100% juice concentrated or fresh, from natural fruit, high tech production process In Refreshment, Taste is essential; health purpose is at basic supplement level. In Health solution, Le fruit is the only FMCG player indirectly address the need via coconut water base. KEY TAKE- OUT Value for money Family Easy Accessibility for 100% juice Familiar, well-known fruit taste Can choose either single or mixed fruit taste Foreign goods endorser Taste of imported fruit Imported Quality Health oriented benefit by single nutrition Fruit-like taste Modern youth and foreigners Special Signature taste Mekong tropical specialty NEED CONSUMER PROPOSITION NEED CONSUMER PROPOSITION CONSUMER POSITIONING NEED PROPOSITION PRODUCT FEATURE/ OFFERING RTBs Energy sports drink from Nature Fitness enthusiasts Nature-based energy boost Juice with natural ion to stay hydrated after playing sport Scientifically proven benefits Mineral-rich source from fruits Balanced electrolytes to compensate for water loss Boosted metabolism after sports Refreshment with natural goodness Solution for health enhancement *Health oriented Tasteis prioritized reason for all brands consumption and is communicated differently by each brand. No direct FMCG brand has yet to establish in the Health solution trend.
  • 8. Product offers tend to move to adding in health values WeTươi has the opportunities & root strength to build the Health-solution credential as a FMCG brand EVOLVING CONSUMER TREND HEALTH-PURPOSE DRIVEN PRODUCT Consumers concern more about Health and Wellness, hence, willing to pay more YET-TO-DEVELOP FMCG HEALTH SOLUTION FMCG BRAND SERVED AS A HEALTH-ORIENTED JUICE The FMCG health solution segment is still small and FMCG players yet to own clear role here. THE OPPORTUNITY
  • 9. LEVERAGE AS A FMCG BRAND WITH THE HEALTHY CONCEPT FROM BOUTIQUE BRANDS 100% Juice is the most potential with highest growth rate. Health enhancement segment is still new with the introduction of sophisticated product from mostly boutique brands. Setting the foundation for WeReal and WeLOVE as FMCG brand in upper segments to bring the health benefit more accessible and simple to consumers. MARKET STRATEGY CONVERSION Upgrade to Health enhance Consume Juice as a Refreshment INANUTSHELL Credential built with reference from Boutique AND Advantage of FMCG format product STRATEGY
  • 11. We Tươi has always communicated about freshness yet, towards the word FRESHNESS IN CONSUMER LENS COMPETITORS (IN HEALTH SOLUTION SEG) Health benefit Freshly new-squeezed Healthy Guideline Natural and Fresh - Default Endorsement, no need to claim Implication Hard to claim against category norm NEWLY-SQUEEZED, INTACTNESS, FRUIT QUALITY being FRESH means Boutique Brands FMCG/Industrial As a FMCG product, it is hard for WeTuoi to talk about Freshness so how can we leverage our Health Benefit with the power of Fruit? AS A FMCG PRODUCT, IT IS HARD FOR WETUOI TO TALK ABOUT FRESHNESS SO HOW CAN WE LEVERAGE OUR HEALTH BENEFIT WITH THE POWER OF FRUIT?
  • 12. REVIEW THE MOMENTUM OF BOUTIQUEs They break the barrier about Healthy Lifestyle by Achievable Results of Health treatment Beauty treatment GUIDELINE made from VARIOUS NUTRITION INTAKE FRUIT MIX A WELL-ESTABLISHED BELIEF that FRUIT MIX is A MUST-HAVE for HEALTH ENHANCEMENT JUICE CONSUMER PERCEPTION ABOUT FRUIT MIX MORE FRUITS means MORE NUTRIENTS MORE FRUITS means MORE INTERACTIONS MORE INTERACTIONS means MORE POWERFUL by LEVERAGING EACH OTHER WHAT WETƯƠI CAN CLAIM MIXOLOGY FRESHNESS REALNESS FRUIT MIX IS OUR WINNING POINT IN BRINGING BOUTIQUE FORMAT INTO FMCG PRODUCTS SO HOW FRUIT MIX OF AN FMCG BRAND CAN WIN THE HEART OF CONSUMER? NUTRITION TASTE
  • 13. RIGHT-TO-WIN OVER THE FMCG JUICE BRANDS WITH FRUIT MIX? OPTIMIZED SOLUTION FOR HEALTH NEED How WETUOI can win over the FMCG Juice brands with the Fruit Mix? So which Health Need could be the most relevant to consumer? SINGLE FRUIT Almost offer only one ingredients in one SKU, which is mono-nutrious, lacking the interaction to establish the power of fruit. FRUIT MIX A top option of FMCG 100% Juice to establish the power of fruits in health enhancement.
  • 14. CONSUMER UNDERSTANDING Who is our target consumers? What is their health enhancement need?
  • 15. SEGMENT 20-29 HEALTHY INDULGENT 30-39 HECTIC HEALTHY 40-49 HEALTH MAINTAIN HEALTH STATEMENT HEALTH CONCERN LIFESTYLE Indulgent Experience - Love to drink tastiness Hectic Life with limited time spent for health goal Not much problem, still strong Want to gradually start the healthy lifestyle as a preparation for the upcoming aging Eager to pursue a healthy goal Eager for Organs Health Maintain Lessen hustle life for Healthy Lifestyle 46% 36% 18% In need of serious care for health #ROOM-TO-WIN FOR WELOVE #ROOM-TO-WIN FOR WEREAL Visible symptoms of health deterioration size
  • 16. “Perceived as less tasty and effortful as taking too much time and effort” As an FMCG brand, WETUOI offers an OPTIMIZED SOLUTION TO ATTAIN HEALTHY LIFESTYLE FROM 20-39, CONSUMERS SOMEHOW HAVE THE MOTIVATION TO ATTAIN HEALTHY LIFESTYLE. BUT INDEED, THEIR LIFESTYLE DOES NOT REFLECT IT. WHAT'S THE REASON? HEALTHY LIFESTYLE APPROACHABLE Wide range of distribution channels across the country HEALTH-PURPOSE DRIVEN STANDARDIZED Professional process from farm to bottle which ensures the quality Product offer heads for adding in health values OPTIMIZED A optimized solution from Fruit Mix in WeTuoi to attain healthy lifestyle
  • 17. HECTIC HEALTHY ‘Turning to 30s, I see my health degrading with more visible symptoms. I know I should restrict myself with a specific health goal. STEP 1: >< CONSUMER NEEDS CONSUMER ENEMY Hectic life of fulfilling other goals makes me compromise with my strict health goal. Hectic life holds me back from attaining it. WeReal - 100% juice mix with optimized nutrition to enhance health condition. STEP 2: FUNCTIONAL EMOTIONAL It makes them feel affirmed that they are not off the track attaining their healthy goal. STEP 3: STEP 4: INTENT PROPOSITION 100% juice mix for optimized nutrition to facilitate healthy goal
  • 18. Youth is the time that I should prepare good health condition for the upcoming aging. I begin to aware that I need to gradually start a healthy lifestyle. STEP 1: CONSUMER NEEDS CONSUMER ENEMY As a youth, I prioritize enjoyable, tasty and indulgent experience. I have less motivation in starting my healthy lifestyle HEALTHY INDULGENT WeLove - a tasty 100% juice mix with diverse nutrition STEP 2: FUNCTIONAL EMOTIONAL Feel motivated to start being on the track of healthy lifestyle STEP 3: STEP 4: INTENT PROPOSITION Tasty 100% juice mix with diverse nutrition to start the healthy lifestyle
  • 20. slide dẫn nhập PROPORTIONAL MIXOLOGY more ACCURACY more CONSISTENCY SCIENCE-BASED proportion Now that MIXOLOGY is our winning point, how to LEVERAGE the FRUIT MIX equity? SUPER MIX
  • 21. A SYSTEM OF FARMS ALONG VIETNAM WORLDCLASS TECHNOLOGY STRENGTH MAKING THE WHOLE PROCESS OF FARM-TO-BOTTLE INTO DELIVERING SUPER OUTPUT What We Tươi Already Has Provide End Consumer with SUPER juice Farmers Planting SUPER fruit Fruit Processing with SUPER tech and SUPER mix Factory Purchasing only fruit with SUPER quality Applying SUPER technology to maintain quality and clean out the gems, bacteria… and SUPER tech to gain preserved taste, color and texture of fruit. Lavifood Technology Consultant to make sure super fruit being cultivated at its best. FACTORIES DISTRIBUTED NEAR CULTIVATION AREA Fresh fruits being transported to factories in their super condition and quality SUPER juice under SUPERMIX format delivered and distributed in their best condition
  • 22. brand idea FACILITATE HEALTHY LIFESTYLE FOR EVERYONE WeTuoi proposition THE SUPERMIX TO OPTIMALLY FACILITATE HEALTHY LIFESTYLE WeReal proposition 100% SUPERMIX JUICE FOR OPTIMIZED NUTRITION TO FACILITATE HEALTHY GOAL WeLOVE proposition TASTY 100% SUPERMIX JUICE WITH DIVERSE NUTRITION TO START HEALTHY LIFESTYLE
  • 23. MASTER BRAND POSITIONING STATEMENT TO WHOM WHAT NEEDED RTB DIFFERENTIATED BY 20-39, urban hectic & health-conscious Functional Benefit: Optimized Nutrition for Health Enhancement Emotional Benefit: Feel Affirmed in attaining their healthy lifestyle Super-Mix of Fruits for specific health lifestyle proportional fruit mix “super" farm-to-bottle cycle
  • 24. CURRENT Preserved Freshness Advanced Process for Intact Nutrition NEW Optimized Nutrition Advanced Process for Super Mix As leveraging the health-solution credential with the mixology as the winning point, WeTươi shifts the focus on “Optimized Nutrition" instead of “Preserved Freshness"
  • 25. Marketing mix PRODUCT Tasty 100% juice mix with diverse nutrition to start the healthy lifestyle PROPOSITION ~75VND/ml PRICE KA: HORECA (3,4* Resort, Entertainment), Working space, Coffee boutique, Health clinics, University cafeteria, Airport MT: CVS/Minimarts eCom (co-brand with food stores) B2B, B2B2C PLACE IMC Launching campaign Sampling activities Activation & Redemption Trial price PROMOTION Single serve pack size Youthful design Highlight “tastiness with supermix recipe” Supermix stamp PACKAGING Mixed juice from Vietnamese fruit with both tastiness and naturally optimized nutrition
  • 26. Marketing mix PROPOSITION Mixed juice from Vietnamese fruit with naturally optimized nutrition at advanced level PRODUCT Minimal design to highlight premiumness Highlight “Healthy supermix recipe” Supermix stamp PACKAGING ~220VND/ml PRICE KA: Biz class of VNA, 5* Resort & Hotel in-room serve, Spa, Spa/Gym, MT: Premium stores (An Nam Gourmet, Farmer’s Market) eCom B2C, B2B2C PLACE Digital always-on campaign Sampling activities @ business, beauty, health events Health & Wellness Program - Consumers Engagement Services CRM PROMOTION 100% juice mix for optimized nutrition to facilitate healthy goal
  • 27. Brand Strategy Roadmap Awareness and trial to attract new users IMC Campaign Sampling and redemption activities Driving new distribution points to increase awareness and consideration Drive usage frequency to build loyalty Consumer educational communication plan CRM Defence plan I&R Reinforce brand attributes 20242021 2022 2023 Goals: 5% Market share, Drive distribution up to 10000 points, increase awareness to 11mil target consumers, recruit 3mil users
  • 28. 100% JUICEWHERE TO PLAY? WHO ARE OUR COMPETITORS? FMCG Brand for Refreshment STRATEGY TO WIN Leverage as a FMCG brand with the concept of Boutique Brands CONVERSION STRATEGY Convert consumers who consume drink for refreshment to a health solution, with the credential of Boutique and advantage from FMCG CATEGORY CONSUMER COMPETITORS OUR TARGET INDULGENT HEALTHY, 20-29 THEIR TENSION HECTIC HEALTHY, 30-39 Want to start a healthy lifestyle >< Healthy is not indulgent Try to attain a health goal >< Hectic life makes them compromise COMPANY PRODUCT OFFER THE SUPERMIX TO OPTIMALLY FACILITATE HEALTHY LIFESTYLE MASTER PROPOSITION 100% SUPER MIX JUICE TO-WIN ROAD MAP Awareness and trial to attract new users Driving new distribution points to increase awareness and consideration Drive usage frequency to build loyalty Defence plan 20242021 2022 2023 Goals: 5% Market share, Drive distribution up to 10000 points, increase awareness to 11mil target consumers, recruit 3mil users