Nestle Summer Camp 2013 - Business Case Presentation

3,377 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,377
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
114
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Domestic marketers have been continuing to court domestic consumers by selling a wide range of roasted, ground, and instant coffee products in wholesale supermarkets, retail supermarkets, stylish coffee chains and convenience shops. Young consumers in both urban and rural areas are the fastest growing market segment for coffee consumption away from home. In addition, coffee consumption at home continues to increase."Indeed fresh coffee is available on almost every street corner in the entire nation. The litmus test then for Vietnam becomes the continued conversion of these customers to more modern, contemporary, international coffees,” he commented.
  • Vietnam is among the 5 top coffee consuming countries in Asia
  • However, Domestic coffee consumption is low, the lowest in all coffee production country
  • TTO - Thị trường bán lẻ cà phê Việt Nam đã đạt 127,33 triệu USD trong năm 2008 và tăng lên khoảng 287,34 triệu USD năm 2012. Mintel dự đoán sẽ tăng đến 573,75 triệu USD vào năm 2016.
  • The graph to the right shows the change in employment structure in Vietnam since 1990. The Tertiary sector has almost doubled from 18% to 33%. The secondary sector has grown from 9% to 15% and the Primary sector including both agriculture and mining has fallen by almost a quarter from from 73% to 52%
  • Nestle Summer Camp 2013 - Business Case Presentation

    1. 1. NESTLÉ SUMMER CAMP 2013 Business Case NESCAFE – NUTRICAFE GROUP 4 GROUP 4
    2. 2. MARKET OVERVIEW GROUP 4
    3. 3. DOMESTIC COFFEE CONSUMPTION Instant coffee market share (USDA’s statistics) Roasted & Ground coffee Instant coffee GROUP 4
    4. 4. Top Asian coffee consuming countries (USDA’s statistics) 0 0.5 1 1.5 2 2.5 3 3.5 Japan South Korea Thailand Vietnam Malaysia (kg per capita) (kg per capita) GROUP 4
    5. 5. COMPARISON WITH BRAZIL – THE LEADING COFFEE EXPORTING COUNTRY 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Brazil Vietnam Production (million tons) Consumption (kg per capita) Instant coffee brands GROUP 4
    6. 6. Vietnam retail coffee market (Mintel’s research) 0 100 200 300 400 500 600 700 2008 2012 2016 Volume Volume GROUP 4
    7. 7. Vietnam’s distribution of employment in main economic sectors GROUP 4
    8. 8. MARKET SIZE MALE OFFICE WORKERS IN URBAN AREAS Urbanization • Major cities population: • Ho Chi Minh City: 5.976 million • Hanoi: 2.668 million • Haiphong: 1.941 million • Da Nang: 807,000 (2009) • Urban population: 30% of total population (2010) • Rate of urbanization: 3% annual rate of change (2010-15 est.) Male population: • Approximately 43 million • HCMC: 3.6 million • 25-54 years: 44.1% GROUP 4
    9. 9. POTENTIAL FOR GROWTH 2 million bag consumption level next year. 1.67 million 60 kg-bags 8 percent of total production. Have built up special taste for coffee GROUP 4
    10. 10. INDIRECT COMPETITORS Coffee Nescafe Trung Nguyen Vinacafe Bien Hoa MacCoffee Nutritious cereal drink Nesvita Vinacafe Bien Hoa Calsome Small domestic brands GROUP 4
    11. 11. WORK z..z…z… CUSTOMER INSIGHT
    12. 12. Customer Insight I want to have a breakfast provided enough energy and nutrition but it must be quick and keep me awake like coffee
    13. 13. Target consumer Male Age: 23-35 Office workers Medium income Busy and do not have enough time for traditional breakfast Have coffee drinking habit GROUP 4
    14. 14. Target Customer
    15. 15. Marketing Communication Be nice with my busy life
    16. 16. PRODUCT SPECIFICATIONSConcept Nutritious coffee Function •Bring more energy (calories) •Bring “stimulation, relaxation, refreshment” •Bring coffee smell and taste of coffee Ingredients Soluble white coffee Added nutrition extracted from cereals and sugar Package Size: 25g/sachet – 200kcal Packaging: 10 sachets/box Shape: original rectangular shape of Nescafe 3 in 1 Color: Green + Brown GROUP 4
    17. 17. SENSORY DESCRIPTION Quite strong smell of coffee Soft & a little sweet smell of milk Merely sour Absolute soluble, consistent liquid Hot Looks similar to Nescafe 3in1- Stronger flavor GROUP 4
    18. 18. SWOT ANALYSIS Strength • Pioneering product • Nutritious • Functional character base on a scientific development basis • Vietnamese’s coffee drinking habit Weakness • The taste could satisfy all the difference taste Opportunity • Potential market • Urban working life • Consumer’s concern about health Threat • New concept • Imitation from the other competitors. GROUP 4
    19. 19. SWOT ANALYSISS-O Being more busy day by day, not much time for breakfast and the care about health, Nutricafe shall be perfect product for those,. S-T Not have a habit of use nutritious cereal for breakfast, and; imitation from the competitors. W-O Improve the weakness to be market- leader, competitors shall have the same threat W-T No improvement, shall fall into oblivion; customers are changing and the economics is down/ GROUP 4
    20. 20. PRICE GROUP 4 Retail price • 4,500 VND/pack (25g) Price basis: • Familiar products • Coffee: 2,500 VND/ pack (18g) • Nutritious cereal drink: 3,500 VND/pack (25g) • Survey: 4,200 VND/pack
    21. 21. SALES CHANNELS Sales within first 3 months NP GT MT Sales after 3rd month NP GT MT GROUP 4
    22. 22. PROMOTION CHANNELS • Facebook page • Website Online channels: • Banners on favorite websites of target consumers Online advertising • Weekend evening entertainment shows TV ads • Newspaper for men, professional magazines Newspapers • High-density traffic locations Billboards • Office buildings, airports, railway stations. Displays • Press conference • Photo contest Events • Office building lobbies Product sampling • High discount for retailers for launching our new product on shelves Trade promotion GROUP 4
    23. 23. SALES OBJECTIVES 3 months • 200,000 4 months • 300,000 6 months • 500,000 12 months • 1,300,000 GROUP 4
    24. 24. Action Plan Customer Education Awareness Buy April 2014 August 2014
    25. 25. ACTION PLAN (CUSTOMER EDUCATION) April 2014 May 2014
    26. 26. ACTION PLAN (AWARENESS) June 2014 August 2014
    27. 27. ACTION PLAN (BUY) July 2014 August 2014
    28. 28. ACTION PLAN – MARKETING BUDGET
    29. 29. SUPPLY CHAIN – STORAGE & TRANSPORTATION • Dong Nai DC • 6 pallets/rack x 4 racks • Cost GROUP 4
    30. 30. FINANCE & CONTROL • Finance GROUP 4
    31. 31. THANK YOU! GROUP 4

    ×