This document outlines a marketing plan for a new rice brand called Gaio Ngoit. It includes a market analysis of Vietnam's rice industry, competitors, and target customer segment. The marketing mix proposes a brand positioning of "Sweetness of hard work" to acknowledge the effort of wives/mothers. A 3-phase campaign is described to first raise awareness of cooking difficulties, then provide experiential activities, and finally advocate appreciation for hard work through social media contests and tutorials.

1. TôNguyễnViệtChinh
Young Marketer Season 3

2. Branding
Market Analysis
Competition
Advantages & Potentials of market
and Vinarice
Target Customer
Product ideas
Brand positioning
Marketing Mix 6P
Marketing Campaign
Objectives
Message
Target Audience & Insight
Communication Big idea
Media Touch point
Launching Plan

3. Market Analysis
-Consumption: 35 Million Tons a year
-90% Unbranded, distributed via GT.
-10% Branded: NgọcĐồng, Miss CầnThơ(Gentraco), GạoHươngLúa(ITA Rice), GạoTứQuí(ADC), v.v, distributed via MT.

4. Competition
-Unbranded: Large variety; different prices, tastes, origins; unconfirmed quality.
-Branded:
+Gentraco: 3 lines of product NgọcĐồng, Miss CầnThơ, CòTrắng; 2 qualified for Global GAP.
+ITA Rice: 7 lines of product; qualified for GGAP; distribution centers.
+HoaLúaRice: 3 lines of product; qualified for GGAP; communication big idea: “Chọn Gạo sạch Hoa Lúa là chọn cách yêu thương bền vững.”
+ADC: 1 line of product; qualified for GGAP
-Branded has higher price + gives retailer less profits = excluded from GT

5. Advantages and potentials of market
-
Large supply, cheap but without standard
-
Given the right management can provide more than enough qualified rice with a little higher price.
-
Rice is main consumption in Vietnamese’ meals and Vietnamese people are starting to look for healthier life style with healthier food.
-
GT channel is difficult to penetrate but has huge potential due to consumers believe in their retailer.
-
Consumers’ trend to switch to MT
Advantages and potentials of Vinarice
-
Sufficient financial backup
-
National distribution system, especially in big cities
-
Knowledge on product
-
Large supply

6. Target Customer
-Urban wife/mother
-Age: 25-45
-Family income: ABC+
-Behavior: Buying approximately 10Kg/2 weeks/1 time
Rice with price from 12.000 VND/Kg
Willing to buy new and better rice if the price isn’t too much higher
In charge of cooking at home
Don’t get much appreciation from husband/children for cooking.

7. Product idea: GaïoNgoït
-Long grain rice, clear
-Taste and smell: Sweet or bitter sweet. Light but lingering
-Good for health
Brand positioning
“Sweetness of hard work”
Vietnamese people usually say: “Nhaicơmkĩsẽthấycơmngọt”. Focus and diligence make things better. Hard work in the kitchen create healthy, delicious food full of sweetness of the love put into it.
Thanks to all the hard working wife/mother, all the delicious meals are made and we can even taste the sweetness of their hard work in each grain.

8. Marketing Mix 6P
Product
•Sweet and bitter sweet rice (smell and taste)
•Healthy food
•Long grain rice. Clear, soft, elastic
•2 lines: Basic and luxury
Place
•Supermarket
•Big local rice store
•Promotion booth
Price
•Basic line: 13,000- 15,000 VND/Kg
•Luxury line: 15,000- 18,000 VND/Kg
Promotion
•Ad: Tvc, Banner, v.v
•Newspaper articles
•Reality show
•Talk show
•Promotion booth
•Etc.
Packaging
•Bag of 2Kg (for promotion and try-out),5Kg and 10 Kg
•A bit colorful: pink, yellow, green. Still able to see the grain rice.
Personel
•Indirect sales
•Direct sales during promotion

9. Marketing campaign
“Sweetness of hard work”

10. Campaign’s Objectives
Brand’s objectives
-Raise brand awareness: at least 50% of target customer
-Sales: 10-20% of target customer try
-Market share: 5% of total domestic consumption
Social objective
-Increase 5% of target customer who use branded rice instead of unbranded

11. Campaign’s Message
Thesweetnessofthericeandthedeliciousnessofthefoodisn’tcomingfromthefoodalonebutfromthehardworkwomenputintomakingthem.Mostofthetimetheirhardworksareunnoticed.
GạoNgọtisnotonlyabrandofdeliciousricebutalsoacknowledgeandsupportthehardworkwomenputintomakingfood.

12. Campaign’s Target Audience
Urbanwife/mother
Age:25-35
Familyincome:AB
Behavior: Buying approximately 10Kg/2 weeks/1 time, rice with price from 12.000 VND/Kg
Willing to buy new and better rice if the price isn’t too much higher
In charge of cooking at home
Don’t get much appreciation from husband/children for cooking.
Looking for acknowledgement and support

13. Insight
“IwouldhappilycookformyfamilybutsometimesIthinkIdeservemoreappreciation.Myhusband/childrenthink(s)cookingthewholemealisjustaseasyascookingriceinanelectricricecooker.Butdeliciousfoodisdifficulttocookincludingmakingtasty(smellandtaste)riceinaricecooker.
Iwouldliketobeappreciatedalittlemoreformyhardworkanddiligent.”

14. “Sweetness of hard work”
Communication big idea:
Showthehusband/childrenthatmakingdeliciousfoodeverydayforeverymealrequiredalotofhardwork.
-Explainingthedifficulties
-Havethemtry1st-handexperiences,provingevencookingriceinaelectricricecookerneedstherightamountofgrains,waterandgoodwashingmethod.

15. Media Touch point
-Newspapers, magazines
-TV: Tvc, talk show, reality show
-Promotion booth: supermarkets, malls
-Social media: Facebook mostly
Etc.

16. Launching plan

17. Trigger
(1 months)
Advocacy
(2 months)
Experience
(3months)
Trigger the remorse they felt after they hit/scold their child.
Cooking may not be as easy as you think
Talk show
Articles
Let them discover and experience the method of education involved no violence with Shichida.
Let’s try it yourselves
Reality show
Promotion booth
Inspire & encourage parents to learn more and enroll in the course
Appreciating the hard work
Video contest
Cooking tutorial
PHASING
OBJECTIVE
KEY MESSAGE
KEY HOOK
SUPPORTING TACTICS
25 billion
65 billion
10 billion
BUDGET

18. Phase 1:
Trigger
Talkshow
-Celebritiesandfamouscookstalkabouthowdifficultitistomakeamealforafamily.
-Showinterviewofwives/motherstalkingaboutthehardworkanddiligentputintocooking.
-Specialshow:Thedifficultyofchoosingqualityrice,leadingtoGạoNgọt;howtoprocessGạoNgọt(washing,watertocook…)
Articlesonnewspaper,magazines
-Thedifficultiesinchoosingqualityingredientsinthemarket,theconsequencesofchoosingbadingredients(includingrice)
-Thetime,effortusuallyspentcookinganormalmeal
-Howhusband/childrenthinkcookingiseasy

19. Phase 2:
Experience
Realityshow-Celebritiesandnormalpeople
-Familywithchildren:Havethehusbandandchildrenmaketheirfavoritefood+rice
-Familywithoutchildren:Havecelebrityhusbandandnormalhusbandinateam,makingtheirfavoritefood+rice
->Provingmakingfoodreaquiredmorehardworkthantheythink.Women’sfoodistastier,sweeterthankstotheirdiligentandhardworkeveryday.
Promotionbooth
-Normalsalespromotionboothinpublicplaces.
-Kitchenboothinsupermarkets,malls:Husbandandwifecookingchallenge
+Havehusbandandwifecookseparatelyon2basicfood:riceandomelet
+Comparetheresults
-Giveoutfreesampling
Tvc
Weunderstandthatevencookingeverydaymealsrequiredhardworkandlove.Fromchoosingingredientstopresentingthem.ThatiswhyGạoNgọtismeanttohelpeaseyourdifficulties.Givingyourfamilythesweetnessofhardwork.

20. Phase 3:
Advocacy
Videocontest–Socialnetwork
-VideoofafamilycookingtogetherGạoNgọt+1otherplate
->Celebratehappyfamily,understandingandappreciatingtheresultofhardworkinthekitchen.
Cookingtutorials–Socialnetwork,womanmagazine
-Startwithhowtoprepareandcookrice,referencefriedricemoredeliciouswithlonggrainandsweetriceGạoNgọt
-Foodthatwoninvideocontest,showingthewinningfamilies

21. Thank You for reading !