Lavifood juice - Graduation grand case

1. FINAL GRAND CASE
James Tran - Ngoc Nhon - Ngoc Phuoc - Xuan An - Ngoc Thao
LAVIFOOD

2. LaviFood enters the market with Health-Oriented product format, using ‘preserved freshness’ proposition together with ‘Maximize
nutrition’, ‘Nutrition for health purpose’ as 3 communication messages. Depends on KA with dominant revenue contribution.
1
Processed Fruit and Veggie
starts with
WE TƯƠINo
ROOT STRENGTH
Advanced process to increase domestic
veggie and fruit quality
BIG PRODUCTION
SCALE
For optimizing the
operation
ADVANCED TECH
For processing and
preserving
HIGH QUALITY
PRODUCT
Remaining the most
throughout process
DOMESTIC
PRESERVED FRESHNESS
Mixology from a
set of fruits
Maximize
nutrition
retained
“3 NO”
principle
Nutrition for health
purpose
Untreated fruit
taste
BRAND VISION
Revenue comes dominantly from Key Account but still struggle with total
revenue which put importance on the task of expanding efficiently to
other channel by consumer understanding.
Outstanding
technology
current brand proposition DISTRIBUTION

3. Build brand positioning for the bullet category Juice of Lavifood WeTươi (inc. WeReal and WeLOVE)
THATcan help us gain 1000 billions VND in domestic market within 3 years by 2023
TOcreating consumer purchase intention towards WeReal and WeLOVE
BRIEF RECAP
BYdefining our competitive advantage and build commercializing strategy to enter the market and win over
competitors and consumers' heart
J2BD
CATEGORY COMPETITORS CONSUMERS COMPANY COLLABORATOR
Where is the
potential zone to
play?
How is the
competitive
landscape?
What is the tension
of target consumers
that we can
address?
What is our offer to
win the consumers'
heart?
How we can leverage
and optimize our
partnership?

4. MARKET
OVERVIEW
Where are we playing in?
Who is our competitors? How are they performing?

5. Source: Euromonitor - Juice in Vietnam
Source: Euromonitor - Soft drinks in Vietnam
Within liquid refreshment beverage pool, Juice owns the highest
CAGR rate only after BW
Supported by the increasing health and wellness awareness trend with increasing disposable income
The business goal is ACHIEVABLE if we decide to STAY IN 100% JUICE - the strongest growing segment.
Convenient
Refreshment
Life essential
Specific
Health
Booster
Premiumization
Naturally Healthy/Naturalness
CONSUMER TRENDS
AT THE BEGINNING THE EVOLUTION
6%
92%
1%
2%
Share in litre
In which, limited litre shared 100% Juice recorded
strongest growthamongst Juice segments.
*Study’s market definition: Consists of all types of bottled fruit and vegetable juices which contain 100% fruit and/or
vegetable juice.
Total 100% Juice
2023
857
Also, looking at segment value share translated
from target revenue of Lavifood 2020 2021 2022
664 734 799Forecast Rev
(in million USD)
300 500 1000
2% 3% 5%
Target Rev
(in billion VND)
Target Segment
Share
TARGET MARKET SHARE
CONSUMER TREND
MARKETGROWTH

6. Maximize the use of natural ingredients and address
directly into health solution boost
Prestige
(>75/ml)
Masstige
50-75/ml
Mass
(<50/ml)
street
vendor -
freshly
squeezed
*not
concentrated
Refreshment with natural goodness Solution for health enhancement
NECTAR NON 100% JUICE 100% JUICE
COMPETITIVE LANDSCAPE in JUICE: WeReal and WeLOVE belongs to ‘Health solution’ segment. The market transition of ‘Health solution’ starts within 100% Juice.
The market is getting more innovative toward ‘Health solution’which inspired by niche boutique juice brands.
Led by Boutique brands with
health solution trend with
innovations:
+ Sophisticated need
+ Costly
+ Not accessible for everyone
But as the trend setter, they
can give some hints within
the segment
6% VOL SHARE92% VOL SHARE1% VOL SHARE
Literally refreshment
purpose with some
added juice for flavor
Refreshment but trying to bring the
meaningfulness into it by highlighting
the basic nutrition supplement by taking
the credit from fruit source
Purely from natural fruit
Either concentrated or non-concentrated
Imported fruit/ private VNese fruit cultivation
with ease of ensuring high quality

7. “Clean & Green” lifestyle
Health-conscious Youth
High-quality fruit-like
taste
Juice from Real fruit
*100%
Segment norms: No sugar added, no preservative, no color, 100% juice concentrated or fresh, from natural fruit, high tech production process
In Refreshment, Taste is essential; health purpose is at basic supplement level.
In Health solution, Le fruit is the only FMCG player indirectly address the need via coconut water base.
KEY TAKE- OUT
Value for
money
Family
Easy Accessibility
for 100% juice
Familiar, well-known fruit taste
Can choose either
single or mixed
fruit taste
Foreign goods endorser
Taste of
imported fruit
Imported Quality
Health oriented
benefit by single
nutrition
Fruit-like
taste
Modern youth and foreigners
Special Signature taste
Mekong tropical specialty
NEED
CONSUMER
PROPOSITION
NEED
CONSUMER
PROPOSITION
CONSUMER
POSITIONING
NEED
PROPOSITION
PRODUCT FEATURE/
OFFERING
RTBs
Energy sports drink from Nature
Fitness enthusiasts
Nature-based energy boost
Juice with natural ion to stay hydrated
after playing sport
Scientifically
proven benefits
Mineral-rich
source from
fruits
Balanced
electrolytes to
compensate for
water loss
Boosted
metabolism
after sports
Refreshment with natural goodness Solution for health enhancement
*Health
oriented
Tasteis prioritized reason for all brands consumption and is communicated differently by each brand.
No direct FMCG brand has yet to establish in the Health solution trend.

8. Product offers tend to move to adding in
health values
WeTươi has the opportunities & root strength to build the Health-solution credential as a FMCG brand
EVOLVING
CONSUMER TREND
HEALTH-PURPOSE
DRIVEN PRODUCT
Consumers concern more about Health and
Wellness, hence, willing to pay more
YET-TO-DEVELOP FMCG
HEALTH SOLUTION
FMCG BRAND SERVED AS
A HEALTH-ORIENTED
JUICE
The FMCG health solution segment
is still small and FMCG players yet
to own clear role here.
THE OPPORTUNITY

9. LEVERAGE AS A FMCG BRAND
WITH THE HEALTHY CONCEPT
FROM BOUTIQUE BRANDS
100% Juice is the most potential with highest growth rate.
Health enhancement segment is still new with the
introduction of sophisticated product from mostly boutique
brands.
Setting the foundation for WeReal and WeLOVE as FMCG
brand in upper segments to bring the health benefit more
accessible and simple to consumers.
MARKET
STRATEGY
CONVERSION
Upgrade to Health
enhance
Consume Juice as
a Refreshment
INANUTSHELL
Credential built
with reference
from Boutique
AND Advantage of
FMCG format
product
STRATEGY

10. BRAND
AUDIT
What should we leverage?

11. We Tươi has always communicated about freshness
yet, towards the word FRESHNESS
IN CONSUMER LENS COMPETITORS (IN HEALTH SOLUTION SEG)
Health
benefit
Freshly
new-squeezed
Healthy Guideline
Natural and Fresh
- Default
Endorsement,
no need to claim
Implication
Hard to claim
against
category
norm
NEWLY-SQUEEZED,
INTACTNESS, FRUIT QUALITY
being FRESH means
Boutique Brands FMCG/Industrial
As a FMCG product, it is hard for WeTuoi to talk about Freshness so how can we leverage our Health
Benefit with the power of Fruit?
AS A FMCG PRODUCT, IT IS HARD FOR WETUOI
TO TALK ABOUT FRESHNESS
SO HOW CAN WE LEVERAGE OUR HEALTH BENEFIT
WITH THE POWER OF FRUIT?

12. REVIEW
THE MOMENTUM OF
BOUTIQUEs
They break the barrier about Healthy Lifestyle
by Achievable Results of
Health treatment Beauty treatment
GUIDELINE made from VARIOUS NUTRITION
INTAKE
FRUIT MIX
A WELL-ESTABLISHED BELIEF that FRUIT MIX is A
MUST-HAVE for HEALTH ENHANCEMENT JUICE
CONSUMER
PERCEPTION
ABOUT FRUIT MIX
MORE FRUITS means MORE NUTRIENTS
MORE FRUITS means MORE INTERACTIONS
MORE INTERACTIONS means MORE POWERFUL by
LEVERAGING EACH OTHER
WHAT WETƯƠI
CAN CLAIM
MIXOLOGY
FRESHNESS
REALNESS
FRUIT MIX IS OUR WINNING POINT IN BRINGING BOUTIQUE
FORMAT INTO FMCG PRODUCTS
SO HOW FRUIT MIX OF AN FMCG BRAND
CAN WIN THE HEART OF CONSUMER?
NUTRITION TASTE

13. RIGHT-TO-WIN
OVER THE FMCG JUICE BRANDS WITH FRUIT MIX?
OPTIMIZED SOLUTION
FOR HEALTH NEED
How WETUOI can win over the FMCG Juice brands with the Fruit Mix?
So which Health Need could be the most relevant to consumer?
SINGLE FRUIT
Almost offer only one
ingredients in one SKU,
which is mono-nutrious,
lacking the interaction to
establish the power of fruit.
FRUIT MIX
A top option of FMCG 100%
Juice to establish the power
of fruits in health
enhancement.

14. CONSUMER
UNDERSTANDING
Who is our target consumers?
What is their health enhancement need?

15. SEGMENT
20-29
HEALTHY INDULGENT
30-39
HECTIC HEALTHY
40-49
HEALTH MAINTAIN
HEALTH STATEMENT
HEALTH CONCERN
LIFESTYLE
Indulgent Experience -
Love to drink tastiness
Hectic Life with
limited time spent for health goal
Not much problem, still strong
Want to gradually start the healthy lifestyle as a
preparation for the upcoming aging
Eager to pursue a healthy goal Eager for
Organs Health Maintain
Lessen hustle life for
Healthy Lifestyle
46% 36% 18%
In need of serious care
for health
#ROOM-TO-WIN
FOR WELOVE
#ROOM-TO-WIN
FOR WEREAL
Visible symptoms of health deterioration
size

16. “Perceived as less tasty and effortful as
taking too much time and effort”
As an FMCG brand, WETUOI offers an
OPTIMIZED SOLUTION TO ATTAIN HEALTHY LIFESTYLE
FROM 20-39, CONSUMERS SOMEHOW HAVE THE MOTIVATION TO ATTAIN HEALTHY LIFESTYLE.
BUT INDEED, THEIR LIFESTYLE DOES NOT REFLECT IT.
WHAT'S THE REASON?
HEALTHY LIFESTYLE
APPROACHABLE
Wide range of
distribution channels
across the country
HEALTH-PURPOSE
DRIVEN
STANDARDIZED
Professional process from
farm to bottle which
ensures the quality
Product offer heads for
adding in health values
OPTIMIZED
A optimized solution from
Fruit Mix in WeTuoi to attain
healthy lifestyle

17. HECTIC
HEALTHY
‘Turning to 30s, I see my health
degrading with more visible
symptoms.
I know I should restrict myself
with a specific health goal.
STEP 1:
><
CONSUMER NEEDS CONSUMER ENEMY
Hectic life of fulfilling other goals
makes me compromise with my
strict health goal.
Hectic life holds me back from
attaining it.
WeReal - 100% juice mix with
optimized nutrition to enhance
health condition.
STEP 2:
FUNCTIONAL EMOTIONAL
It makes them feel affirmed
that they are not off the track
attaining their healthy goal.
STEP 3:
STEP 4:
INTENT PROPOSITION
100% juice mix for optimized nutrition
to facilitate healthy goal

18. Youth is the time that I should
prepare good health condition for
the upcoming aging.
I begin to aware that I need to
gradually start a healthy lifestyle.
STEP 1:
CONSUMER NEEDS CONSUMER ENEMY
As a youth, I prioritize enjoyable,
tasty and indulgent experience.
I have less motivation in starting
my healthy lifestyle
HEALTHY
INDULGENT
WeLove - a tasty 100% juice mix
with diverse nutrition
STEP 2:
FUNCTIONAL EMOTIONAL
Feel motivated to start being on
the track of healthy lifestyle
STEP 3:
STEP 4:
INTENT PROPOSITION
Tasty 100% juice mix with diverse nutrition to start the
healthy lifestyle

19. BRAND
PROPOSALof Lavifood and We Tươi

20. slide dẫn nhập
PROPORTIONAL
MIXOLOGY
more ACCURACY more CONSISTENCY
SCIENCE-BASED proportion
Now that MIXOLOGY is our winning point,
how to LEVERAGE the FRUIT MIX equity?
SUPER
MIX

21. A SYSTEM OF FARMS
ALONG VIETNAM
WORLDCLASS
TECHNOLOGY
STRENGTH
MAKING THE WHOLE PROCESS OF FARM-TO-BOTTLE
INTO DELIVERING SUPER OUTPUT
What We Tươi Already Has
Provide End
Consumer with
SUPER juice
Farmers
Planting
SUPER fruit
Fruit
Processing with SUPER
tech and SUPER mix
Factory Purchasing only
fruit with
SUPER quality
Applying SUPER technology to maintain quality and
clean out the gems, bacteria… and SUPER tech to
gain preserved taste, color and texture of fruit.
Lavifood Technology Consultant to
make sure super fruit being
cultivated at its best.
FACTORIES DISTRIBUTED
NEAR CULTIVATION AREA
Fresh fruits being transported
to factories in their super
condition and quality
SUPER juice under
SUPERMIX format delivered
and distributed in their
best condition

22. brand idea
FACILITATE HEALTHY LIFESTYLE FOR EVERYONE
WeTuoi proposition
THE SUPERMIX TO OPTIMALLY FACILITATE
HEALTHY LIFESTYLE
WeReal proposition
100% SUPERMIX JUICE FOR OPTIMIZED
NUTRITION TO FACILITATE HEALTHY GOAL
WeLOVE proposition
TASTY 100% SUPERMIX JUICE WITH DIVERSE
NUTRITION TO START HEALTHY LIFESTYLE

23. MASTER
BRAND
POSITIONING
STATEMENT
TO WHOM
WHAT NEEDED
RTB
DIFFERENTIATED BY
20-39, urban
hectic & health-conscious
Functional Benefit: Optimized Nutrition
for Health Enhancement
Emotional Benefit: Feel Affirmed in
attaining their healthy lifestyle
Super-Mix of Fruits for specific
health lifestyle
proportional fruit mix
“super" farm-to-bottle cycle

24. CURRENT
Preserved Freshness
Advanced Process for Intact
Nutrition
NEW
Optimized Nutrition
Advanced Process for Super
Mix
As leveraging the health-solution credential with the mixology as the winning point,
WeTươi shifts the focus on “Optimized Nutrition" instead of “Preserved Freshness"

25. Marketing mix
PRODUCT
Tasty 100% juice mix with diverse nutrition to start the healthy
lifestyle
PROPOSITION
~75VND/ml
PRICE
KA: HORECA (3,4* Resort, Entertainment), Working space, Coffee
boutique, Health clinics, University cafeteria, Airport
MT: CVS/Minimarts
eCom (co-brand with food stores)
B2B, B2B2C
PLACE
IMC Launching campaign
Sampling activities
Activation & Redemption
Trial price
PROMOTION
Single serve pack size
Youthful design
Highlight “tastiness with supermix recipe”
Supermix stamp
PACKAGING
Mixed juice from Vietnamese fruit with both tastiness
and naturally optimized nutrition

26. Marketing mix
PROPOSITION
Mixed juice from Vietnamese fruit with naturally optimized
nutrition at advanced level
PRODUCT
Minimal design to highlight premiumness
Highlight “Healthy supermix recipe”
Supermix stamp
PACKAGING
~220VND/ml
PRICE
KA: Biz class of VNA, 5* Resort & Hotel in-room serve, Spa, Spa/Gym,
MT: Premium stores (An Nam Gourmet, Farmer’s Market)
eCom
B2C, B2B2C
PLACE
Digital always-on campaign
Sampling activities @ business, beauty, health events
Health & Wellness Program - Consumers Engagement Services
CRM
PROMOTION
100% juice mix for optimized nutrition
to facilitate healthy goal

27. Brand Strategy Roadmap
Awareness and trial to attract new users
IMC Campaign
Sampling and redemption activities
Driving new distribution points to increase awareness and consideration
Drive usage frequency to build loyalty
Consumer educational communication plan
CRM
Defence plan
I&R
Reinforce brand
attributes
20242021 2022 2023
Goals: 5% Market share, Drive distribution up to 10000 points, increase awareness to 11mil target
consumers, recruit 3mil users

28. 100% JUICEWHERE TO
PLAY?
WHO ARE OUR
COMPETITORS?
FMCG Brand for
Refreshment
STRATEGY
TO WIN
Leverage as a FMCG
brand with the concept
of Boutique Brands
CONVERSION
STRATEGY
Convert consumers who
consume drink for
refreshment to a health
solution, with the
credential of Boutique
and advantage from
FMCG
CATEGORY CONSUMER
COMPETITORS
OUR TARGET INDULGENT HEALTHY,
20-29
THEIR TENSION
HECTIC HEALTHY,
30-39
Want to start a healthy lifestyle ><
Healthy is not indulgent
Try to attain a health goal ><
Hectic life makes them
compromise
COMPANY
PRODUCT
OFFER
THE SUPERMIX TO OPTIMALLY FACILITATE
HEALTHY LIFESTYLE
MASTER
PROPOSITION
100% SUPER MIX JUICE
TO-WIN ROAD MAP
Awareness and trial to attract new users
Driving new distribution points to increase awareness and consideration
Drive usage frequency to build loyalty
Defence plan
20242021 2022 2023
Goals: 5% Market share, Drive distribution up to 10000 points, increase awareness
to 11mil target consumers, recruit 3mil users

29. thank you!