Phân tích I/O sau khi đi field visit cho sản phẩm NesCafe tại siêu thị

2. CAT SEGMENTATGION
CA PHE HOA TAN 3 IN 1
BRAND NAME
NESCAFE 3IN1
TARGET CONSUMER
25 – 35, MALE & FEMALE
URBAN - OFFICE
COMPETITOR
Vinacafe, Wake-up, G7
BRAND USP
CA PHE HOA TAN SANH DAM
COMPETITOR
Vinacafe, Wake-up, G7
~3,000VND /GOI (HIGHEST PRICE)

4. CHANNEL ROLE STRATEGIC TACTIC
SUPERMARKET
Awareness
Sales
trial
X (lead)
CVS
Awareness
Sales
trial
X
TAP HOA (FOOD) Awareness X
OFFICE Sales X
HOTEL/RESORT Sales X
ECOMMERCE Sales X

5. NESCAFE
MT KA GT
DISTRIBUTOR/WHOLESALER

6. Channel card
AI
Why and when
Bieu tuong
Cac noi tieu bieu
20 – 45 (Female)
60 – 65% (35 – 45)
Da dang hang hoa, gia re va dap ung khi nao Shoppers can
Nhieu chuong trinh kmai gia, mat hang da dang, hinh anh binh dan
Tap trung nhung khu vuc dan cu co thu nhap trung binh
Coop LTK, BigC Mien Dong, BigC Hoang Van THu

7. issue
opp
Price promotion space
Image presence

9. solutions
Trung bay ke hang Cac chuong trinh UU DAI GIA
NHAN VIEN TU VAN

10. Recruit shoppers tu Vinacaphe bang viec communication cho ho USP va offer
khong the tu choi