Young Marketers 3 - Final Challenge

1. FINAL CHALLENGE
NGO PHUC NGUYEN

2. AGENDA
PLAN
IDEA
6P
INSIGHT
BUSINESS AMBITION
TARGET CUSTOMER
RICE MARKET

3. RICE MARKET
EXPORT
7 Bilion Ton/year
DIMESTIC
35 Bilion Ton/year
TRADITIONAL TRADE
90%
MODERN TRADE
10%
THAI LAN
gao thom, gao trang hat dai
VIET NAM
gao nep, gao te
INDIAN
basmati
15 varieties of rice
(http://www.thegioigao.com/san-pham-gao.html )

4. RICE MARKET
Dẻo: tám thơm Bắc bộ, thơm hương lài, thơm Sóc Trăng (ST), thơm Đài Loan, jasmine, OM4900, nàng hoa
Xốp: nàng thơm, tài nguyên, Hàm Châu…
Gạo chất lượng cao hạt dài: OM 6976; OM 4218; OM 2571 …
Gạo thơm: KDM (Khaodakmali); Jasmine; OM 4900, OM 5451;…
Gạo hạt trung bình: Sóc Miên; OM576 (Hầm Trâu) …
Gạo thông dụng: 5%, 10%, 15%, 20%, 25%, 100% tấm
Nếp
Tấm
http://www.kigimex.com.vn/modules.php?name=Product&op=viewst&sid=478&newlang=vietnamese

5. SEGMENTATION
http://www.indexmundi.com/vietnam/demographics_profile.html
Because of: Large size (44.8%) and have power to made decision

6. TARGET CUSTOMER
Life concerns & habits
- Family are the key focus
- Take care of themselves and their family
- Balance Work & Family
- New experience in life
- Good health to care for family
- Cooking every day
- Concerned about the quality and the price of rice
- Buy at Traditional trade
- Willing to try new types of rice
Frequency: 2 times/month
Consumption: 10kg / time
Price: >12K

7. BUSINESS AMBITION
20% market share of domestic rice
25% TC use brand rice
TOM “prestige” and “favorite”

8. Product Truth
Rice is an integral part of the meal in every family. Rice help people to nutritional supplements and maintenaning health
Category Truth
In the traditional trade, the quality of rice is not controlled. Rice is mixed from many different types
Consumer Truth
When people need to buy item like rice, they just concern “taste” and “price”

9. INSIGHT
WHAT
- I cook and use rice everyday to provide
nutrients for myself and my family
- About rice I just know taste and price
- All types of rice are the same
- The rice varieties are diverse
WHY
- Indifferent to the quality of rice
- Lack of knowledge about rice
- Just heard from the sale of rice
INSIGHT
I always take care my family, when I need to
buy item like rice, I just concern “taste” and “price”,
and not focus on “source” and “safe” „s rice

10. CUSMOMER TRUTH
CATEGORY TRUTH
PRODUCT TRUTH
The family meal is simple, but it is an indispensable part of life. Rice is very familiar and indispensable part of every meal. Every woman want to cook delicious and nutritious meals for their family. But the truth, women are still vague about the quality of rice they are using
INSIGHT FOR BRAND IDEA

11. BRAND ESSENCE
Bring real safety for every Vietnamese family

12. BRAND KEY
Root Strengths: Representatives of Vietnam rice (quality, real safe, tasty)
Competitive Environment: Unbranded rice in the TT (Directly), Flour, Cornmeal, cereals (Indirect)
Target Customers: Female 25-54 years, 6 cities, ABC
Consumer Insight: Every woman want to cook delicious and nutritious meals for their family. But the truth, women are still vague about the quality of rice they are using
Benefits: Functional benefits: Safety – nutrients – tasty
Emotional benefits: bring the peace of mind for families
Values – Belief – Personalities: real - safe - tasty – caring
Reasons to believe: The first type of rice focus on quality ( in the TT) - deep understanding of the needs - sourced from the mekong- capacity of the company
Discriminators: Safety – nutrients – tasty
Brand Essence: Bring real safety for every Vietnamese family

13. BRAND POSITIONING
[Provide what need]
Bring real safety – nutrients rice in life with many choices
[To whom]
Male and Female (mainly female 25-54 years) , 6 cities,
care about health and affected by many choices
[Different by]
In the TT, the first one addressing the needs of rice that
caring protect the health of consumers
[Reasons to believe]
Capacity of the company, safety and quality criteria are
the lodestar in business

14. PRODUCT
The origin from mekong
International standards: ISO/DIS 7301

15. PRICE
Competitor price: 14K~18K
Our Price strategy: Competitive price with competitors
3 type of price : 3kg - 45K, 5kg - 70K, 10kg - 130K

16. PLACE
Mass distribution in both modern & traditional channel
Focus on TT (Market, small stores,…)
In 6 cities HMC, HN, HP, CT, Hue, DN

17. Packaging
3kg
5kg
10kg

18. Comminication Idea
We tell the truth
Big Idea
Tell the truth
Message:
The truth will help you to protect your health and your family in the better way
Campaign Idea
The true behind the rice

19. PLAN
Consumer Jouney
Awareness
Engagement
Advocacy
Key Message
Currently, the hygiene of rice has not been controlled in most of markets
We believe that they can find the rice representative for Vietnam (safety - quality - tasty), and we will share all this knowledge of rice to the whole family in Vietnam
Please join us in creating history milestone for Vietnam rice, the official date that Vietnamese rice participate in protecting the health of Vietnamese
Key Hook
The true behind the rice (Short Film)
TV program ”Jouney from Mekong land”
Establish the day protect health of comsumer
Key Channels
TVC, onl – TVC, Print Ad, OOH, Digital, PR , POSM
Event, Digital, PR, OOH, sampling, POSM
Event, PR , OOH, Digital, POSM

20. The true behind the rice – Story board
Rice from farmers
traders
factory
company
market
comsumer
The time you eat the bad rice
That is the truth, so what will you do ?

21. TV program ”Jouney from Mekong land”
The journeys of rice grains, starting from the Mekong and the remaining provinces, to find out what kind of rice can representative for Vietnam
All type of rice in the program will be guarantee sampling in the market
The journey will be transformed into Reality TV show

22. Establish the day protect health of comsumer
Coordinate with Communist Party to establish the date protect the health of consumer

23. TVC – Online TVC – TV program
80% 1+ reach
60% 3+ reach
Cost: 30 bil
Digital
90% 1+ reach
60% 3+ reach
Cost: 5 bil
Event - Sampling
80% reach
Cost: 30 bil
Print Ad, POSM, OOH, PR
Cost: 35 bil

24. THANK YOU