4. 80% people assume that cooked rice having a good aroma is high quality rice.
Aroma is the “top of mind” criteria for evaluating the quality of rice
SO
WE CHOOSE AS KEY CATEGORY DRIVER
AROMA
But the weakness of this driver is that:
•Not many consumer can describe exactly the aroma of rice
•Some consumer assume that aroma of rice is originated from chemical
5. COMPETITOR
Artificial aroma
Natural aroma
Unspecific aroma
specific aroma
Nàng thơm chợ đào, Bảy núi„
“Gạo xá” tẩm hương
Vinarice
Method to distinguish between natural and artificial aroma:
•Natural aroma remains in cooked rice.
•Artificial aroma disappears when the rice is cooked
6. THE FRAGRANT RICE WITH NATURAL AND SPECIFIC AROMA.
Aroma is made by 100% natural components without chemical components, which is still remain in cooked rice.
Favorite flavors of Vietnamese people from lotus petals (cánh sen), pineapple leaves (lá dứa), and Jasmine flowers (hoa lài),
Specific aroma
Natural aroma
PRODUCT TRUTH
AROVIET RICE
The product is a combination of rice and aroma ingredient.
7. To be selected from the fresh Jasmine rice varieties, undergo processes of modern integrated production preserving the specific aroma of rice varieties
To be selected from the fresh rice varieties, and through the production process of modern self- contained, white rice will be brewed in fresh lotus leaf from Tay Ho Lake and will be packed with natural fragrance keeping technology.
Selected from rice varieties of fresh, undergo processes of modern integrated production, white rice will be brewed in fresh pineapple stems of the West and will be packed with natural fragrance technology.
BRANDED PORTFOLIO
Gạo Cánh Sen
Dẻo mềm thơm Sen
Gạo Hoa Lài
Dẻo mềm thơm Lài
Gạo Lá Dứa Dẻo vừa thơm Dứa
Urban, Female 25-45, Class: A+ Highly Involved Gourmet
Urban, Female 25-45, Class: BC+
Price conscious but also want to have a quality meal
WHO
WHAT
HOW
8. U&A to Meal time
Usage: Using the best ingredients which match the taste of family members to cook.
Attitude: Enjoy meal time with family
and always want to make perfect meals for family
Profile
Urban, Female 24- 45, Class AB+, Family shopper
Life concern and habit Family is always biggest concern. To show her love by caring and sharing
WHO IS TARGET
9. CONSUMER
UNDERSTANDING
Moment of truth
And a rice bowl full of a favorite aroma is a key factor to enhance the quality of meal, which help increase the appetite so that family members can truly enjoy meal as well as family bonding moment
Making a quality meal for my family is my desire everyday.
10. Only the rice with natural and specific aroma can enhance the quality of the meal
Enhance appetite
Meal enjoyment
Enhance family atmosphere
Enjoyment of bonding moments
Can AROVIET rice satisfy this truth?
11. Rational benefit: Enhance appetite for meal enjoyment
Emotional benefit: Enhance family atmosphere for enjoyment of bonding moment
- Urban, Female 24-45, Class AB+, Family shopper - Family is always biggest concern. - To show her love by caring and sharing
Only the rice with natural and specific aroma can enhance the quality of the meal
- Aroma is made by 100% natural components without chemical components, which is still remain in cooked rice. - Favorite flavors of Vietnamese people from lotus petals (cánh sen), pineapple leaves (lá dứa), and Jasmine flowers (hoa lài),
Reason to believe
Differenti- ate from
To Whom
Provide what need
BRAND POSITIONING STATEMENT
12. Category Truth
Aroma is the “top of mind” criteria for evaluating the quality of rice
Product Truth Only the rice with natural and specific aroma can enhance the quality of the meal
BRAND IDEATION
BRAND
ESSENCE
The aroma to enhance your enjoyment
Consumer Truth Making a quality meal for my family is my desire everyday. And a rice bowl full of a favorite aroma is a key factor to enhance the quality of meal, which help increase the appetite so that family members can truly enjoy meal as well as family bonding moment
13. A FRAGRANT RICE WITH NATURAL AND SPECIFIC AROMA.
Doing marketing & communicate to the shoppers and their family members. Offer appealing sampling journey and packaging to attract them trial. Offer many promotion package to motivate consumers to purchase and re-purchase. Optimize the products to expand the portfolio, encouraging more and more people to join & the VINARICE to corporate in the long run Pay attention to cooperate PR
Selling 2-5kg packages in grocery stores linked with FMCG. Building our retailers to sell full packages. Setting up a private shelf for AROVIET rice in Co.op mart and Big C supermarkets.
Gạo cánh sen: high price 25 000/kg
Gạo Lá Dứa và Hoa Lài: Medium price 17 000/kg
PRODUCT
PROMOTION
PLACE
PRICE
14. Carton package Quantity: 2kg - 5kg - 10kg
Product line: "Gạo cánh sen - Nở mềm thơm sen" in carton box. "Gạo lá dứa - Nở mềm thơm dứa" in plastic bag. "Gạo hoa lài - Nở mềm thơm lài" in plastic bag.
Brand: AROVIET - Natural and Specific Aroma - High quality
Technology: Using technology to preserve the natural and specific aroma "Sản phẩm đạt tiêu chuẩn chất lượng vệ sinh an toàn thực phẩm"
AROVIET with aroma from 100% natural components chosen from various favorite flavours of the Vietnamese will enhance the quality and enjoyment of your family meal.
PACKAGING
PROPOSITION
15. DINNING MEAL
BRAND BIG IDEA
COMMUNICATION BIG IDEA
ACTIVATION FLATFORM
AROMATIC BOWL
OF ENJOYMENT
Bát cơm thơm đượm tình thân
The
aroma to enhance your enjoyment
16. LAUNCHING
PLAN
OBJECTIVE
Launching triad of products to attract 5% users in GT
TARGET
Profile Urban, Female 25-45, Class AB+, Family shopper. Highly involved gourmet
CAMPAIGN BIG IDEA
Three aromatic members of happy family
(products are personified as a family members)
17. AWARENESS
SAMPLING
PURCHASE
POST-PURCHASE
Timeline
6 months
2 months
2 months
2 months
Objective
Raise awareness of AROVIET Brand and its products
Let consumers experience by using sampling
Motivate to make buying decision
Enhance brand images and build brand loyalty
Key message
AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure a quality and enjoyable meal time.
Try and feel a quality and enjoyable meal time with your family with AROVIET.
AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure a quality and enjoyable meal time.
AROVIET is the right choice for a quality and enjoyable meal time.
Key hook
TVC
SAMPLING JOURNEY
PROMOTION
CONSUMER SERVICE
Supporting Tactics
TVC, TV Sponsor, PR
PR, TVC
In-store activities, PR
PR, In-store activities
Budget
50 millions
10 millions
30 millions
10 millions
Evaluation
Research Agency, Trial Volume, Sales
Trial Volume,
Research Agency
Sales
Repurchasing- Numbers, Research Agency
18. Message: AROVIET brings 3 types of natural rice, each of which has specific aroma which ensure the quality and enjoyment of meal time.
TVC
Supportive Tactics: TV sponsor “Món ngon Việt Nam”, Clip production process, Endorse by top celebrities: Quyền Linh, Ốc Thanh Vân, PR
Moments: Dinning time,
“In the past, it took my Mom a lot of effort to prepare a quality meal for us by cooking rice with lotus and pineapple leaves”
“Nowadays, I can prepare a quality meal more easily for my family enjoyment with AROVIET”
19. Place: Residential areas at 6 key cities Time: Dinning time
Supportive Tactics: PR, Words of Mouth
Content: We will use the “Truck of Aroma” to cook a meal with our Rice for selective families then invite all of the family members to enjoy the meal in our Truck, take a picture with them and give them a free 2kg rice package.
Introducing our production process for them.
SAMPLING JOURNEY
TRUCK OF AROMA
20. If consumers buy over 5kgs, consumers will be given a household items and a lucky draw.
Supportive Tactics: PR, Digital, In-store activities
Apply for member card to get more benefits. If consumers accumulate enough packages, we will give them special gifts: Apron, Rice Buckets,..
PROMOTION
MEMBER CARD
CUSTOMER
SERVICES
21. It is not just aromatic rice It is a Vietnamese unique aromatic rice Coming to life from the careful-chosen varieties which has their own unique Vietnamese Aroma.
THANK YOU !!!
