This document discusses the development of a new instant noodle product concept for the mid-market segment in Vietnam. It provides an analysis of the category, competitors, and consumer behaviors. The key insights are that consumers are looking for tasty but nutritious options for a simple reward after a long day of work. The proposed product concept is an instant noodle featuring traditional Vietnamese "chua cay" flavors of sour pork bone soup and fish tomato soup. The goal is to position the product as Vietnamese Tasty & Nutritious Noodles that provide a reward for consumers and pay off their day.

2. C H A L L E N G E
• Create new noodle product concept, in
the mid-segmentation of the market
• Company: Asia Food
• Launch in 7/2017, gain 8% market share
after 6 months

3. C A T E G O R Y
U N D E R S T A N D I N G
D R I V E R S
• Delicious (Soup
& Noodles)
• Competitive
price &
promotion
B A R R I E R
• Lack of Nutrition
• Concern about
quality with such
that price

4. t h e c a t e g o r y
u n d e r s t a n d i n g r e f l e c t o n
m i d - p r i c e s e g m e n t
C O M P E T I T O R S
HAO HAO
80% share
Functional benefit
Ngon, vị chua cay
Proposition
“Chất lượng Nhật Bản
cho bữa ăn ngon”
Focus on strengthen
“ngon chua cay”
attribute & build
love/loyalty
3 MIEN GOLD
17% share
Functional benefit
Main attribute “Bò
hầm rau thơm”
Continuous
promotion to drive
consumption
No clear proposition
yet
OTHER BRANDS
+ Consumers are
not well-received
the given product
benefit as well as
the proposition
+ Good product
doesn’t lead to
good revenue
F I N D I N G
Due to Vietnam cuisine culture “mixing full
tastes”, “Chua cay” is the main taste driving the
category
S T R A T E G Y
Gain share from the giant Hao Hao who gain
39.2% value share
J O B – T O – B E - D O N E
New product concept:
+ show it strong relevancy to consumers’ love-
taste “chua cay” / which is unique vs
competitor
+ Improve the category barrier
+ easy-to-receive positioning
Vietnamese Cuisine Fact:
The mixing of full tastes
“nêm nếm trong nấu ăn, ẩm thực Việt cũng thể hiện đặc
trưng hài hòa của mình với việc cân bằng rất tốt chua –
cay – mặn – ngọt. “

5. V I E T N A M S I G N A T U R E
“ C H U A C A Y ” T A S T E S
Miền Bắc
Sườn om sấu
Vị chua từ sấu tươi miền Bắc, bổ dưỡng với sườn non
om mềm trong 6 giờ đồng hồ liên tục
Miền Nam
Canh chua cá lóc
Vị chua từ me & dứa quyện với vị đạm bùi cá lóc
miền Nam
PRODUCT CONCEPT:
Bring the Vietnam signature “Chua cay” tastes in our new instant noodles for 2 regions. Introducing
“MÌ CHẤT VIỆT: VỊ SƯỜN OM SẤU (For North) & CANH CHUA CÁ LÓC (For Mid & South)”
> Keep the cooked pieces of ingredients to prove our NUTRITIOUS & TRUE QUALITY

6. T H E C O N S U M E R
Variety – class BCD+ : students, rural
family, worker, office worker…
T H E I R B E H A V I O R
Masan convenient food study
There’re morning & late night that have the
highest amount of people eating instant noodles.
But LATE NIGHT has higher rate (16%)

7. W H Y “ L A T E N I G H T ” H A V E T H E
H I G H E S T R A T E C O N S U M P T I O N ?
D e m a n d s p a c e
L A T E N I G H T
The time for individually
rewarding herself
N I G H T S A V O U R I N G
 Slow & self - indulging
After all day of hard working, I just want a simple
reward to feel the day has its paid-off. Which could
be better than a yummy-and-fast kind of food like
“Instant Noodles”?

8. I N S I G H T
Category truth
“Chua cay” noodles is
tasty but it lack of
nutrition & quality
Product truth
Vietnam signature tasty
“chua cay” flavor, not
only yummy but also
nutritious
Consumer truth
After all day of hard
working, I just want a
simple reward to feel
the day has its paid-off.
BRAND ROLE
Vietnam Tasty &
Nutritious Noodles to
pay off your day

9. P O S I T I O N I N G
S T A T E M E N T
To whom
Instant noodle
eaters of mid
segment, BCD+
What need
A simple reward to pay
off the day
By
Vietnam Tasty &
Nutritious Instant
Noodle
RTB
Vị chua cay ngon tuyệt từ mì
Chất Việt vị “Sườn om sấu” /
“Canh chua cá lóc” vẹn
nguyên dưỡng chất

10. BRAND WHEEL BRAND INFRASTRUCTURE
Brand essence:
Vietnam Tasty &
Nutritious Noodles
to pay off your day
Personality:
Caring
Encouraging
A little modern
Discriminator
Vietnam Tasty
& Nutritious
Noodle
RTB
Vị chua cay ngon tuyệt
từ mì Chất Việt vị “Sườn
om sấu” / “Canh chua
cá lóc” vẹn nguyên
dưỡng chất
Benefit
Functional: tasty,
more nutritious
Emotional: simple
reward
Root
strength
“Vietnamese
Chua Cay
Taste &
Nutritious”
Competitive
environment
Mid-segment players (Hao
Hao, A One, Ba Mien…)
Target
Instant noodle eaters of mid
segment, BCD+
BRAND INSIGHT
After all day of hard working, I just want a
simple reward to feel the day has its paid-off.

11. 6Ps
Product
For North: Mì Chất Việt vị Sườn Om Sấu
For Mid & South: Mì Chất Việt vị Canh
chua cá lóc
Túi gia vị là cô đặc của nước lèo món
ăn, đảm bảo vị ngon & độ bổ dưỡng
Packaging
Show the image of dishes on the
pack with their name
Color code: Yellow (Sour) & Orange –
Red (Hot)
Price
3,500d
Competitive with main players (Hao
Hao 3.5k)
Place
90% GT – 10% MT
Proposition
Vietnamese Tasty & Nutritious
Noodles for the day paid off
Promotion
At launching: TVC –
Promotion (+2 pieces)