The document provides details on the launch of a new branded rice product called VINARICE. It includes the following key points:
1. VINARICE is a joint venture between an FMCG company and agricultural company aiming to capture 20% market share of the branded rice market.
2. The target segment is "Waverers" who are satisfied but not completely satisfied with unbranded rice and open to switching brands.
3. The brand idea is to position VINARICE as the most "secured" rice through a 100% self-contained production process for rice and agricultural chemicals.
4. The launch plan involves a communication campaign using media and on-ground activities to raise
Young marketer elite season 4 - assigment 1.1 - minh hoàng - thái hoàng - b...Ha Minh Hoang
This document discusses brand promises for two brands - Revive and Hảo Hảo.
For Revive, an isotonic drink brand targeting millennials, the proposed brand promise is "Revive with isotonic ingredient help you ease thirst quenching rapidly and restore your minerals to bring your fun and excitement back to your day."
For Hảo Hảo, an instant noodle brand, the brand promise is "Chuẩn chất lượng Nhật, Thuần túy hương vị Việt đem đến cho các gia đì
Knorr conducted research that found millennials prefer personalized food brands with a story over mass-produced brands. To connect with millennials, Knorr launched a "Love at First Taste" campaign matching singles based on shared flavor preferences. The campaign included a viral video and generated over 1 billion impressions. It increased Knorr's brand appeal among millennials by 10 percentage points and was the most watched ad of 2016, successfully positioning Knorr as a solution rather than part of "Big Food".
This document proposes a new liquid detergent brand called X-Liquid targeted at Vietnamese women aged 24-45. It identifies a need for a gentle pre-wash solution for undergarments. The brand positioning is as a soulmate that understands and cares for women's "unmentionables". The product concept is a liquid detergent with natural extracts to remove dirt and prevent itchiness. Marketing strategies include partnerships with dermatologists and social media influencers to establish the brand's hygiene and care benefits. The roadmap is to launch in 2017 and build emotional connections with customers through 2020.
Young Marketers Elite Development 4 - Assignment 2.1Anh Huynh
Knorr's strategic branding process involves understanding implicit requirements, developing a vision linked to business goals, and segmenting customers. It conducted stakeholder analysis to identify opportunities and issues in Vietnam's seasoning market. Knorr's brand promise was to provide natural, nutritious meals conveniently. Its positioning centered around delivering "rounded taste of love" through all-in-one seasonings. The brand personality aimed to be authentic, generous, and inspirational through simple, smart cooking ideas.
CREATIVE PORTFOLIO (BRANDING A LOCAL BRAND TO NATIONAL MARKET)Asad Hoosain
Kayani Bakery is a 60-year old bakery located in Pune, India. The document discusses branding strategies to expand the Kayani Bakery brand nationally. It proposes diversifying their product line, expanding domestically through franchises and retail stores, and targeting consumers aged 12-49, especially women and families. Marketing strategies discussed include print ads, social media, sampling, and promotions. The branding strategy aims to position Kayani as a provider of high quality, indulgent bakery products. Locations proposed for expansion include Mumbai, Kolkata, Bangalore, Delhi, and Chandigarh.
Carrefour Gourmet aims to offer premium quality products with a vast selection, an excellent and unique customer experience, and interactive product information. More than just a supermarket, it seeks to create an authentic culinary experience. It focuses on quality, variety, and satisfying customers who appreciate good food through elegant store design and expert product ambassadors to share knowledge about their creations.
D' Bessfood Organic Products targets consumers seeking healthy, safe food. It offers organic rice and mascobado sugar from small farmers competing with brands like Pecuaria, F&C, and Full of Grace. The products are sold in supermarkets which have increased by 27-35% annually. D' Bessfood aims to capture this market by differentiating its products as highly pigmented, high fiber rice providing strong health benefits.
Young marketer elite season 4 - assigment 1.1 - minh hoàng - thái hoàng - b...Ha Minh Hoang
This document discusses brand promises for two brands - Revive and Hảo Hảo.
For Revive, an isotonic drink brand targeting millennials, the proposed brand promise is "Revive with isotonic ingredient help you ease thirst quenching rapidly and restore your minerals to bring your fun and excitement back to your day."
For Hảo Hảo, an instant noodle brand, the brand promise is "Chuẩn chất lượng Nhật, Thuần túy hương vị Việt đem đến cho các gia đì
Knorr conducted research that found millennials prefer personalized food brands with a story over mass-produced brands. To connect with millennials, Knorr launched a "Love at First Taste" campaign matching singles based on shared flavor preferences. The campaign included a viral video and generated over 1 billion impressions. It increased Knorr's brand appeal among millennials by 10 percentage points and was the most watched ad of 2016, successfully positioning Knorr as a solution rather than part of "Big Food".
This document proposes a new liquid detergent brand called X-Liquid targeted at Vietnamese women aged 24-45. It identifies a need for a gentle pre-wash solution for undergarments. The brand positioning is as a soulmate that understands and cares for women's "unmentionables". The product concept is a liquid detergent with natural extracts to remove dirt and prevent itchiness. Marketing strategies include partnerships with dermatologists and social media influencers to establish the brand's hygiene and care benefits. The roadmap is to launch in 2017 and build emotional connections with customers through 2020.
Young Marketers Elite Development 4 - Assignment 2.1Anh Huynh
Knorr's strategic branding process involves understanding implicit requirements, developing a vision linked to business goals, and segmenting customers. It conducted stakeholder analysis to identify opportunities and issues in Vietnam's seasoning market. Knorr's brand promise was to provide natural, nutritious meals conveniently. Its positioning centered around delivering "rounded taste of love" through all-in-one seasonings. The brand personality aimed to be authentic, generous, and inspirational through simple, smart cooking ideas.
CREATIVE PORTFOLIO (BRANDING A LOCAL BRAND TO NATIONAL MARKET)Asad Hoosain
Kayani Bakery is a 60-year old bakery located in Pune, India. The document discusses branding strategies to expand the Kayani Bakery brand nationally. It proposes diversifying their product line, expanding domestically through franchises and retail stores, and targeting consumers aged 12-49, especially women and families. Marketing strategies discussed include print ads, social media, sampling, and promotions. The branding strategy aims to position Kayani as a provider of high quality, indulgent bakery products. Locations proposed for expansion include Mumbai, Kolkata, Bangalore, Delhi, and Chandigarh.
Carrefour Gourmet aims to offer premium quality products with a vast selection, an excellent and unique customer experience, and interactive product information. More than just a supermarket, it seeks to create an authentic culinary experience. It focuses on quality, variety, and satisfying customers who appreciate good food through elegant store design and expert product ambassadors to share knowledge about their creations.
D' Bessfood Organic Products targets consumers seeking healthy, safe food. It offers organic rice and mascobado sugar from small farmers competing with brands like Pecuaria, F&C, and Full of Grace. The products are sold in supermarkets which have increased by 27-35% annually. D' Bessfood aims to capture this market by differentiating its products as highly pigmented, high fiber rice providing strong health benefits.
This business plan proposes starting a business selling cheese bread (pão de queijo) at farmers markets in Los Angeles neighborhoods. The plan is to begin by selling the cheese bread, produced by a supplier, from a small cart equipped with an oven at the markets. Over time, if successful, the plan is to transition to selling through retail stores modeled after French cafes. The brand aims to position the cheese bread as a family-oriented product and associate it with social and environmental responsibility. Pricing and costs are estimated based on the Los Angeles market. Regulations for selling prepared foods at farmers markets are also outlined. The initial focus is on testing the product and business model at the markets before considering expansion.
The document discusses shopping habits and perceptions around various retail formats for purchasing vegetables, fruits, and other household items in Gujarat, India. Wholesale markets are still preferred due to perceptions of lower prices and bulk purchasing options. However, modern retailers like Reliance Fresh have been successful in converting some consumers in Ahmedabad by offering a wider selection, consistent pricing, and a more convenient shopping experience. Perceptions of other modern retailers vary across locations, with some seen as more affordable and reliable than traditional stores but not matching the choice and value of wholesale markets.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
The document discusses benchmarking and provides background on its origins. It then introduces Future Group, a leading Indian business conglomerate operating in retail and related sectors. Future Group was founded by Kishore Biyani and owns various retail formats including Big Bazaar supermarkets. The document outlines Future Group's organizational structure and competitors. It then states the objectives and methodology of a study on benchmarking Big Bazaar against More supermarket. Key findings are that Big Bazaar provides a good shopping experience and maintains cleanliness, though some products are cheaper at More. The document concludes with recommendations around awareness, assortment, and signage.
Nhom 3 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
This document outlines the agenda and content for Assignment 10.2 Group 2. It includes sections on background, business opportunity, segmentation, overall truths, consumer insights, and brand idea. The key insights are that the target customer is urban female youth aged 20-29, especially achievers who drink coffee for concentration but prefer a milder 3-in-1 coffee. The proposed brand idea is to position the product as providing a "Bittersweet Blending for Life Indulgence" through a special formula that balances bitter authentic coffee with milk and sugar for a bittersweet taste and aroma, with suitable calories and caffeine for women. The objective is to develop a variety of products to meet women's needs for indulgence and l
BannaStrow's is a proposed new international cuisine concept offering crêpes, coffee, smoothies, and salads. It aims to provide affordable, healthy meals that can be eaten at any time of day. Investing in BannaStrow's offers several advantages: franchise startup costs would be low; minimal trash would be generated; ingredients would be distributed by a national company; and the food can be adapted to local markets. The target customer base is college students aged 18-24, and the concept proposes opening stores or food trucks near universities to serve customers from 11am-10pm Sunday through Wednesday and 11am-2:30am Thursday through Saturday.
Nhom 2 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
Young Marketers Elite Development - Miss Saigon - Round 2Huan Nguyen
This document analyzes the perfume market and Miss Saigon brand in Vietnam. It finds that the market is growing steadily, dominated by foreign brands, and Miss Saigon has potential for growth. Specifically, it sees opportunities in targeting millennials and developing a new product for the mass perfume segment. It recommends rebuilding Miss Saigon's positioning to focus on affordable high quality and distributing more widely through modern retailers to increase brand awareness and trials among target consumers.
Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh...Chris Viet Linh
1. The document discusses consumer insights for different brands and product categories in Vietnam.
2. It provides insights on the specialized personal care market for men, premium beer drinkers, Vietnamese neighborhood culture, life insurance, and travel.
3. Examples of insights include that male consumers were not differentiating personal care products, premium beer drinkers wanting trendy easy-drinking options instead of traditional heavy beers, and the importance of family and returning home for holidays in Vietnamese culture.
The document provides background on Domino's Pizza and outlines a marketing campaign proposal. It summarizes that Domino's is no longer differentiated by fast delivery and low prices. It also reviews research showing consumers prefer independent pizzerias and value quality ingredients, proximity and coupons. The proposal recommends emphasizing the new recipe's quality and taste to stimulate trial, addressing criticisms of Domino's being unhealthy, processed and forgettable, and positioning the brand as caring about pizza quality again.
Consumption behavior of fruit shake drinkers in Quezon CityGil Alfonso Jr.
The market research is about introducing a new brand of fruit shake that will serve the lower-end market. It includes comprehensive market research process; identifying existing brands; conducting market survey and generating possible market segments.
Young Marketers Elite Development - Miss SaigonHuan Nguyen
The document analyzes the perfume market and consumer landscape in Vietnam. It finds that the market is growing steadily, dominated by foreign brands, and that millennials represent a key target segment. Specifically, "perfume starters" aged 24-38 who seek affordable high-quality fragrances are a large opportunity for Miss Saigon. However, the brand has low awareness and a perceived outdated image among this group. To penetrate the segment, the document recommends rebuilding the brand positioning, increasing awareness through communication, and expanding distribution channels like department stores and e-commerce.
This document provides a communication strategy for Anne's pastries, a proposed bakery focusing on natural and homemade desserts. It includes an analysis of 26 competitors in the area, 9 of which are direct. The key messages emphasize that Anne's pastries are all-natural, rich in taste, and handmade. Visuals and presentation are important, and pricing should not be emphasized. The strategy recommends using social media, events, and media relations to build awareness among families, students, and expats by conveying a sense of home. Objectives include increasing awareness of the natural ingredients and gaining customers' trust within the first year.
Consumer behavior is influenced by cultural, social, and personal factors that impact individuals' selection and use of products and services. The buying decision process involves recognizing a problem or need, searching for information on options, evaluating alternatives, making a purchase decision, and exhibiting post-purchase behavior such as revisiting or recommending a business. Cultural factors like upbringing can impact willingness to try new cuisines. Social influences include family opinions and reference groups. Personal characteristics like lifestyle, age, and personality also shape purchasing decisions.
This document summarizes a study on consumer motivations for purchasing local and organic produce in Ontario. The study used an online conjoint analysis tool called IdeaMap to test consumer interest and willingness to pay for different product attributes. Three key consumer segments were identified: those confident in Ontario produce, those who trust organics, and socially responsible locavores. Certification and place of origin had the largest impact on interest and price premiums. The combination of local and organic attributes performed well overall. The study provides insights to help marketers better target messaging and strategies to different consumer groups.
This document provides tips on how to communicate the story of an organic farm through key messages and promotional tools. It discusses answering common customer questions about organic farming and certification. Farmers are encouraged to develop 3-5 short, clear messages about their values and what makes their farm unique. The top 5 recommended promotional tools are suggested as the Canada Organic logo, business cards, Think Before You Eat campaign materials, a website, and a Facebook page to share photos and information about the farm.
This document summarizes a study on Ontario consumers' motivations for purchasing local and organic produce, specifically focusing on strawberries. The study found:
1) Females were more interested in strawberries driven by logos indicating Ontario and organic certification, while males had a higher baseline interest.
2) Consumers in Niagara had greater interest driven by availability at farmers markets and social/environmental benefits, while Toronto consumers preferred major supermarkets.
3) Three consumer segments emerged - those confident in Ontario produce, those trusting organics, and socially responsible locavores interested in environmental/ethical benefits.
4) Messages around a product being both local and organic had a powerful impact
This business plan proposes starting a business selling cheese bread (pão de queijo) at farmers markets in Los Angeles neighborhoods. The plan is to begin by selling the cheese bread, produced by a supplier, from a small cart equipped with an oven at the markets. Over time, if successful, the plan is to transition to selling through retail stores modeled after French cafes. The brand aims to position the cheese bread as a family-oriented product and associate it with social and environmental responsibility. Pricing and costs are estimated based on the Los Angeles market. Regulations for selling prepared foods at farmers markets are also outlined. The initial focus is on testing the product and business model at the markets before considering expansion.
The document discusses shopping habits and perceptions around various retail formats for purchasing vegetables, fruits, and other household items in Gujarat, India. Wholesale markets are still preferred due to perceptions of lower prices and bulk purchasing options. However, modern retailers like Reliance Fresh have been successful in converting some consumers in Ahmedabad by offering a wider selection, consistent pricing, and a more convenient shopping experience. Perceptions of other modern retailers vary across locations, with some seen as more affordable and reliable than traditional stores but not matching the choice and value of wholesale markets.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
The document discusses benchmarking and provides background on its origins. It then introduces Future Group, a leading Indian business conglomerate operating in retail and related sectors. Future Group was founded by Kishore Biyani and owns various retail formats including Big Bazaar supermarkets. The document outlines Future Group's organizational structure and competitors. It then states the objectives and methodology of a study on benchmarking Big Bazaar against More supermarket. Key findings are that Big Bazaar provides a good shopping experience and maintains cleanliness, though some products are cheaper at More. The document concludes with recommendations around awareness, assortment, and signage.
Nhom 3 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
This document outlines the agenda and content for Assignment 10.2 Group 2. It includes sections on background, business opportunity, segmentation, overall truths, consumer insights, and brand idea. The key insights are that the target customer is urban female youth aged 20-29, especially achievers who drink coffee for concentration but prefer a milder 3-in-1 coffee. The proposed brand idea is to position the product as providing a "Bittersweet Blending for Life Indulgence" through a special formula that balances bitter authentic coffee with milk and sugar for a bittersweet taste and aroma, with suitable calories and caffeine for women. The objective is to develop a variety of products to meet women's needs for indulgence and l
BannaStrow's is a proposed new international cuisine concept offering crêpes, coffee, smoothies, and salads. It aims to provide affordable, healthy meals that can be eaten at any time of day. Investing in BannaStrow's offers several advantages: franchise startup costs would be low; minimal trash would be generated; ingredients would be distributed by a national company; and the food can be adapted to local markets. The target customer base is college students aged 18-24, and the concept proposes opening stores or food trucks near universities to serve customers from 11am-10pm Sunday through Wednesday and 11am-2:30am Thursday through Saturday.
Nhom 2 - Elite Young Marketers - 2 nd grand presentationYoungMarketers2
The document outlines a brand launching plan for a new instant coffee brand that aims to remove consumers' morning wake-up phobia by offering a unique packaging innovation that creates an "explosion of aroma" upon opening. The plan includes pre-launch marketing activities like ambient coffee scents in public areas, sampling events on university campuses and in offices, and a launch event called "Crash the Enjoyment" featuring aroma and product experiences.
Young Marketers Elite Development - Miss Saigon - Round 2Huan Nguyen
This document analyzes the perfume market and Miss Saigon brand in Vietnam. It finds that the market is growing steadily, dominated by foreign brands, and Miss Saigon has potential for growth. Specifically, it sees opportunities in targeting millennials and developing a new product for the mass perfume segment. It recommends rebuilding Miss Saigon's positioning to focus on affordable high quality and distributing more widely through modern retailers to increase brand awareness and trials among target consumers.
Young Marketers Elite 7 - Assignment 2.1 - Anh Nguyen - Hoang Hai - Viet Linh...Chris Viet Linh
1. The document discusses consumer insights for different brands and product categories in Vietnam.
2. It provides insights on the specialized personal care market for men, premium beer drinkers, Vietnamese neighborhood culture, life insurance, and travel.
3. Examples of insights include that male consumers were not differentiating personal care products, premium beer drinkers wanting trendy easy-drinking options instead of traditional heavy beers, and the importance of family and returning home for holidays in Vietnamese culture.
The document provides background on Domino's Pizza and outlines a marketing campaign proposal. It summarizes that Domino's is no longer differentiated by fast delivery and low prices. It also reviews research showing consumers prefer independent pizzerias and value quality ingredients, proximity and coupons. The proposal recommends emphasizing the new recipe's quality and taste to stimulate trial, addressing criticisms of Domino's being unhealthy, processed and forgettable, and positioning the brand as caring about pizza quality again.
Consumption behavior of fruit shake drinkers in Quezon CityGil Alfonso Jr.
The market research is about introducing a new brand of fruit shake that will serve the lower-end market. It includes comprehensive market research process; identifying existing brands; conducting market survey and generating possible market segments.
Young Marketers Elite Development - Miss SaigonHuan Nguyen
The document analyzes the perfume market and consumer landscape in Vietnam. It finds that the market is growing steadily, dominated by foreign brands, and that millennials represent a key target segment. Specifically, "perfume starters" aged 24-38 who seek affordable high-quality fragrances are a large opportunity for Miss Saigon. However, the brand has low awareness and a perceived outdated image among this group. To penetrate the segment, the document recommends rebuilding the brand positioning, increasing awareness through communication, and expanding distribution channels like department stores and e-commerce.
This document provides a communication strategy for Anne's pastries, a proposed bakery focusing on natural and homemade desserts. It includes an analysis of 26 competitors in the area, 9 of which are direct. The key messages emphasize that Anne's pastries are all-natural, rich in taste, and handmade. Visuals and presentation are important, and pricing should not be emphasized. The strategy recommends using social media, events, and media relations to build awareness among families, students, and expats by conveying a sense of home. Objectives include increasing awareness of the natural ingredients and gaining customers' trust within the first year.
Consumer behavior is influenced by cultural, social, and personal factors that impact individuals' selection and use of products and services. The buying decision process involves recognizing a problem or need, searching for information on options, evaluating alternatives, making a purchase decision, and exhibiting post-purchase behavior such as revisiting or recommending a business. Cultural factors like upbringing can impact willingness to try new cuisines. Social influences include family opinions and reference groups. Personal characteristics like lifestyle, age, and personality also shape purchasing decisions.
This document summarizes a study on consumer motivations for purchasing local and organic produce in Ontario. The study used an online conjoint analysis tool called IdeaMap to test consumer interest and willingness to pay for different product attributes. Three key consumer segments were identified: those confident in Ontario produce, those who trust organics, and socially responsible locavores. Certification and place of origin had the largest impact on interest and price premiums. The combination of local and organic attributes performed well overall. The study provides insights to help marketers better target messaging and strategies to different consumer groups.
This document provides tips on how to communicate the story of an organic farm through key messages and promotional tools. It discusses answering common customer questions about organic farming and certification. Farmers are encouraged to develop 3-5 short, clear messages about their values and what makes their farm unique. The top 5 recommended promotional tools are suggested as the Canada Organic logo, business cards, Think Before You Eat campaign materials, a website, and a Facebook page to share photos and information about the farm.
This document summarizes a study on Ontario consumers' motivations for purchasing local and organic produce, specifically focusing on strawberries. The study found:
1) Females were more interested in strawberries driven by logos indicating Ontario and organic certification, while males had a higher baseline interest.
2) Consumers in Niagara had greater interest driven by availability at farmers markets and social/environmental benefits, while Toronto consumers preferred major supermarkets.
3) Three consumer segments emerged - those confident in Ontario produce, those trusting organics, and socially responsible locavores interested in environmental/ethical benefits.
4) Messages around a product being both local and organic had a powerful impact
The document discusses non-vegetarian pickles in India. It notes that pickles enhance the taste of meals and increase satisfaction. Non-veg pickles are made from meat and seafood and provide vitamins and minerals. The document discusses starting a manufacturing business for non-veg pickles in Gurgaon, including market research that found demand is currently 90% online with 10% homemade. It analyzes the market potential, competitors, and conducted a survey that found 30% of people prefer non-veg pickles while 20% do not. The business was ultimately launched in shops in sectors 14, 22, and 23 of Gurgaon.
2015 Consumer Trends in Food and Beverage - Insights from SIAL Paris Hamutal Schieber
-- Thank you for downloading! Excited to announce a new 2016 presentation - check out our Slideshare! --
The Sial presentation features the trends we believe will shape 2015 in the food & beverage industry, along with examples from the SIAL Paris 2014 exhibition, which in our opinion best express those trends.
We believe that today's consumer wants to avoid stress as much as possible, while enjoying any consumption opportunity and managing to turn those events into exciting experiences. The SIAL innovations featured in this presentation demonstrate some of the marketers' responses to these needs.
Start Over Strategy For Tomorrow's FutureThoughtworks
Josh Siegel, CIO of Natural Markets Food Group and Mark Collin, Head of Retail, ThoughtWorks Europe at ThoughtWorks Live Europe 2014.
Today's retail food landscape is in a constant state of change - with digital disruption creating multi-channel challenges. In addition, there is increasing consumer demand for healthier food options. Retailers must adapt by learning how to address these continual shifts and develop meaningful customer experiences across multiple touch points. Learn how Natural Markets Food Group is leveraging experience design and technology to create a truly innovative approach in the retail food and food service industry.
KFC aims to reposition itself in India by targeting both vegetarian and non-vegetarian consumers. Currently, vegetarians feel excluded by KFC's focus on chicken and lack of variety in vegetarian options. The document outlines a 5C analysis of KFC as a company, its food category in India, consumer insights, competition, and channels. It then presents a business ambition to establish KFC as a healthy brand with variety for all consumers. Insights show vegetarians feel neglected at KFC due to limited options and messaging reinforcing non-vegetarianism. The creative brief aims to eliminate vegetarian inhibitions and have them see KFC as an aspirational hangout through communicating the variety, quality and
The target customer for artisanal breads values high-quality products made with natural and organic ingredients. They are health-conscious and willing to pay more for breads using traditional techniques. The ideal customer seeks variety, convenience, and prefers breads without preservatives. There is growing demand for artisanal breads driven by preferences for health and premium products. However, availability remains limited, quality varies, and prices are higher than mass-produced bread.
Permaculture Propaganda: A Crash Course in Marketing, Brand Development, Prod...DiegoFooter
Want to make a living at permaculture?
We’ll teach you everything you need to know about the black art of marketing.
You’ll learn strategies, tactics, deep insights into consumer psychology, design deconstruction techniques, secrets, lies, and ways to manipulate the right people in the right ways. Marketing isn’t (necessarily) evil, and it’s not what you think it is.
In this 3-hour workshop that will definitely not put you to sleep, we’ll teach you how to use propaganda for good.
Learn more at permaculturevoices.com.
This document summarizes a presentation on navigating shopping trends in Asia. It discusses how the retail landscape is changing with more shoppers, stores, and options. It identifies different types of shopper missions and how stores are evolving their layouts and formats to cater to different missions like large pantry restocks or urgent/on-the-go needs. It also discusses the growing importance of male shoppers and strategies beyond just price like innovation, impulse areas, and understanding different categories that are prominent for promotions in various markets. The overall message is that as complexity increases with fragmentation, retailers need smart strategies to satisfy diverse Asian shoppers.
This document contains a strategic plan for Whole Foods Market. It includes sections on the team members, history of Whole Foods, current advertising examples, products and services offered, market assessment, competitive evaluation including a SWOT analysis, objectives and goals, target audience of UGA college students, and a positioning statement. The plan provides an overview of Whole Foods and outlines the key elements that will be considered in their advertising strategy.
KFC is the world's largest chicken restaurant chain with over 11,000 locations globally. In India, KFC offers chicken and burger meals, chicken and rice meals, desserts, and buckets of chicken. Over the years in India, KFC has established itself as a leader in the fast food industry through effective advertising and targeting of urban middle-class consumers who perceive it as higher quality compared to local alternatives. Consumer decisions to purchase KFC products are influenced by social and family factors as well as the changing culture and lifestyles in India.
For 2009, Pavone creating a food trends presentation based on research we conducted with our contacts throughout the industry. This is that specific presentation. If you are interested in seeing our 2010 Food Trends presentation, please contact us.
The document outlines a marketing plan for a company that produces healthy brownies. The objectives are to increase sales, profits, and market share while becoming a recognized brand. The mission is to provide healthy desserts for busy people. The vision is to be a market leader with integrity and innovation. The target markets are children, teenagers, young adults, and adults who want easy and healthy snack options. The brownies will use natural ingredients and be sold in gyms and grocery stores for $1-3 to provide an affordable yet healthy alternative to traditional brownies.
Young marketers 3 the final round + ngô phúc nguyênNguyen Ngo
The document proposes a branding strategy for a new rice product in Vietnam. It begins by analyzing the rice market in Vietnam and key segments. The target customer is identified as women ages 25-54 who are concerned with quality, price, and health when buying rice. The brand essence is to "Bring real safety for every Vietnamese family". The branding strategy involves establishing the brand as the first to focus on quality and safety in the traditional trade channel. A TV show, digital campaign, and events will educate consumers about rice quality and establish a day celebrating consumer health.
This document is an internship report presented by Aarut Bhargav about their summer internship with FMCG company Aasnaa(PUGMARK). The report discusses Aasnaa's products, the intern's responsibilities which included market research and promotional activities. It describes conducting a market study of newly launched murabba products which received positive feedback on taste and quality but consumers disliked the sweet syrup. The intern also organized a promotional event that created awareness of Aasnaa products among 700-800 people. Recommendations include lowering prices, improving advertising, ensuring on-time product supplies to retailers, and providing higher profit margins for retailers.
The document outlines the objectives, mission, vision, target market segmentation, positioning, products, placement, pricing, and promotion strategies for a company that produces healthy brownies. The company aims to be a market leader in healthy desserts by satisfying busy customers' needs for easy, healthy snacks. It will target health-conscious children, teenagers, young adults and adults in Lima, Peru and Orlando, Florida by selling single-serve brownie packages for $1-3 at gyms and grocery stores, while promoting the healthy recipes on social media.
The document outlines the objectives, mission, vision, target market segmentation, positioning, products, placement, pricing, and promotion strategies for a company that produces healthy brownies. The company aims to be a market leader in healthy desserts by satisfying busy customers' needs for easy, healthy snacks. It will target health-conscious children, teenagers, young adults and adults in Lima, Peru and Orlando, Florida by selling single-serve brownie packages for $1-3 at gyms and grocery stores, while promoting the healthy recipes on social media.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Reimagining Your Library Space: How to Increase the Vibes in Your Library No ...Diana Rendina
Librarians are leading the way in creating future-ready citizens – now we need to update our spaces to match. In this session, attendees will get inspiration for transforming their library spaces. You’ll learn how to survey students and patrons, create a focus group, and use design thinking to brainstorm ideas for your space. We’ll discuss budget friendly ways to change your space as well as how to find funding. No matter where you’re at, you’ll find ideas for reimagining your space in this session.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
How to Make a Field Mandatory in Odoo 17Celine George
In Odoo, making a field required can be done through both Python code and XML views. When you set the required attribute to True in Python code, it makes the field required across all views where it's used. Conversely, when you set the required attribute in XML views, it makes the field required only in the context of that particular view.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Chapter wise All Notes of First year Basic Civil Engineering.pptxDenish Jangid
Chapter wise All Notes of First year Basic Civil Engineering
Syllabus
Chapter-1
Introduction to objective, scope and outcome the subject
Chapter 2
Introduction: Scope and Specialization of Civil Engineering, Role of civil Engineer in Society, Impact of infrastructural development on economy of country.
Chapter 3
Surveying: Object Principles & Types of Surveying; Site Plans, Plans & Maps; Scales & Unit of different Measurements.
Linear Measurements: Instruments used. Linear Measurement by Tape, Ranging out Survey Lines and overcoming Obstructions; Measurements on sloping ground; Tape corrections, conventional symbols. Angular Measurements: Instruments used; Introduction to Compass Surveying, Bearings and Longitude & Latitude of a Line, Introduction to total station.
Levelling: Instrument used Object of levelling, Methods of levelling in brief, and Contour maps.
Chapter 4
Buildings: Selection of site for Buildings, Layout of Building Plan, Types of buildings, Plinth area, carpet area, floor space index, Introduction to building byelaws, concept of sun light & ventilation. Components of Buildings & their functions, Basic concept of R.C.C., Introduction to types of foundation
Chapter 5
Transportation: Introduction to Transportation Engineering; Traffic and Road Safety: Types and Characteristics of Various Modes of Transportation; Various Road Traffic Signs, Causes of Accidents and Road Safety Measures.
Chapter 6
Environmental Engineering: Environmental Pollution, Environmental Acts and Regulations, Functional Concepts of Ecology, Basics of Species, Biodiversity, Ecosystem, Hydrological Cycle; Chemical Cycles: Carbon, Nitrogen & Phosphorus; Energy Flow in Ecosystems.
Water Pollution: Water Quality standards, Introduction to Treatment & Disposal of Waste Water. Reuse and Saving of Water, Rain Water Harvesting. Solid Waste Management: Classification of Solid Waste, Collection, Transportation and Disposal of Solid. Recycling of Solid Waste: Energy Recovery, Sanitary Landfill, On-Site Sanitation. Air & Noise Pollution: Primary and Secondary air pollutants, Harmful effects of Air Pollution, Control of Air Pollution. . Noise Pollution Harmful Effects of noise pollution, control of noise pollution, Global warming & Climate Change, Ozone depletion, Greenhouse effect
Text Books:
1. Palancharmy, Basic Civil Engineering, McGraw Hill publishers.
2. Satheesh Gopi, Basic Civil Engineering, Pearson Publishers.
3. Ketki Rangwala Dalal, Essentials of Civil Engineering, Charotar Publishing House.
4. BCP, Surveying volume 1
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
2. 1. CASE REVIEW
2. BACKGROUND
• MARKET
OVERVIEW
• SWOT
• COMPETITOR
3. SEGMENTATION
4. CUSTOMER ANALYSIS
5. BRAND IDEA
6. LAUCHING PLAN
AGENDA
3. BUSINESS BACKGROUNDBUSINESS BACKGROUND
A great corporation
having business on
FMCG and a top local
agricultural company
together co-operates to
found the VINARICE.
VINARICE want to enter
the branded-rice market.
Target Customer : 6 cities
(Hà Nội, Hồ Chí Minh, Hải
Phòng, Cần Thơ, Đà
Nẵng, Huế)
AMBITIONAMBITION
20% market
share counted
by the amount
consumed.
Top-of-mind
for the most
preferred
brand on rice
production.
MARKETING PROBLEMMARKETING PROBLEM
Develop product concept &
build brand positioning for
VINARICE.
Develop a marketing launching
plan
4. 90%
10%
Vietnam Rice Market Share
Un-branded Rice
Branded-rice
350 kg/year/person BUT 90% still used
non-branded rice (IPSARD)
PROBLEMPROBLEM
There is no standard for the
quality of the un-branded
rice which consumed for
nearly 90% by Vietnamese.
There is no clue to ensure
about the hygiene &
sanitation , which cannot
ensure to protect the health
of the customers
BACKGROUND-Market OverviewBACKGROUND-Market Overview
5. -Financial Strength
-Distribution System
- Experience &
Knowledge about rice.
- Good relationship
with government &
farmers
-New brand , lack of
image .
-Influenced by Pioneers
-The increase in trend
of concern about
hygiene factors of
foods of Vietnamese
-Favor policies from
government on
agricultural industry
-Hard to change habit
on consuming rice of
Vietnamese
-Competition from
other brands.
Strength Weakness
Opportunities Threats
BACKGROUND-SWOTBACKGROUND-SWOT
6. Ngoc Dong
High
25.000/kg
Global GAP
Tu Quy Ong Tho
Medium
-High
17-21.000/kg
Hoa Lua
Medium
Hoa Sua
Organics
50-70.000/kg
Organic
High
25.000/kg
Global GAP Global GAP
High
19.000/kg
Compete for a small piece of rice market (10%)
Distributed mostly through MT
Do not have clear brand image
Compete for a small piece of rice market (10%)
Distributed mostly through MT
Do not have clear brand image
Key
product
Segment
Price
Key point
Weakness
BACKGROUND-CompetitorBACKGROUND-Competitor
7. CUSTOMER-SEGMENTATION
Segmentation based on :
+Attitude/Concern about Hygiene in
purchasing foods
+Level of feeling secured about un-
branded rice
Hygiene
Seeker
Hygiene
Seeker
WavererWaverer LoyaltyLoyalty
Do not feel secured about
the hygiene factor of un-
branded rice , having
purchased the branded rice
in MT channel
Do not feel secured about
the hygiene factor of un-
branded rice , having
purchased the branded rice
in MT channel
Be satisfied with the un-
branded, but sometimes
still questioning about the
quality, hygiene
Completely satisfied with
un-branded rice, and be
not eager to change.
Strictly follow
Be active in the market.
They proactively approach
information they need
when shopping. They
strictly care about the
healthy aspect of foods.
Be active in the market.
They proactively approach
information they need
when shopping. They
strictly care about the
healthy aspect of foods.
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are
affected by the information
given.
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are
affected by the information
given.
They put low involvement
in making shopping
decision. They are classic
customers. It’s not easy
for to change the
shopping behavior.
They put low involvement
in making shopping
decision. They are classic
customers. It’s not easy
for to change the
shopping behavior.
Education: 12+
Age: 25-35
Income: AB+
Education: 12+
Age: 25-35
Income: AB+
Education: 12+
Age: 25-41
Income: ABC+
Education: 12
Age: 37-45
Income: BC+
12.5%12.5% 55%55% 16%16%
Demographics
Shopping
behavior
description
Feeling secured
about un-
branded rice
Segment Size
8. We pick “Waverer” as
our CORE TARGET
We pick “Waverer” as
our CORE TARGET
Because :
+ Large size (>50%)
+Be not completely satisfied
with the current thing.
+Easily to switch and try
new things
We choose
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Profile:
+The buyer in
household
+Married
+ABC+
+25-41
+ In 6 cities
Profile:
+The buyer in
household
+Married
+ABC+
+25-41
+ In 6 cities
Attitude/Behavior to
Category:
+Satisfied with current
product (but not completely)
+ Comfortable with price
range (10.000-17.000)
+Easy to switch if suitable
+Familiar with TT (tradition)
Attitude/Behavior to
Category:
+Satisfied with current
product (but not completely)
+ Comfortable with price
range (10.000-17.000)
+Easy to switch if suitable
+Familiar with TT (tradition)
Shopping behavior
description:
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are affected
by the information given.
9. Customer
Understanding
What they say ?What they say ?
“I am cared about
the cleanliness
and hygiene of
the FOODS I
choose for my
family. I AVOID to
buy the “vague-
origin” foods . ”
Why they say ?
“ Just because lots
of the cases of
food-poison, the
images of dirty
foods appeared
around their life”
What they do?What they do?
“They stick
into the habit
of buying un-
branded rice
on street ”
Why they do?Why they do?
“Because that
kind of rice causes
NO negative
effect on them by
years , and it
meets the
expectation of
feeling TASTY,
YUMMY in every
meal ”
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “
10. What is their TENSION ?
They accepted that kind of rice as a final decision that it satisfied their need of
FEELING TASTY in every meal. However, they pursue for more . They also need
the FEELING SECURED on the foods I choose for my family to eat . I cannot
completely enjoy the food if I do not completely trust in it .
Customer
Understanding
What is their BARRIER?
I get familiar with the CONVINENCE ( near house, home call & delivery,
easily change..) of the street-store by years . It’s so difficult & inconvenient
for me to carry on a heavy package of rice from MT to house .
11. Customer
Understanding
INSIGHT
I hope there is something
that can satisfy my need of
FEELING TASTY and also
fulfilling my expectation of
FEELING SECURED , so that
my family can completely
enjoy our meal.
12. BRAND
IDEA
+Recently, the market of PESTICIDE, INSECTICIDE& ARGRICULTURAL CHEMICALS is
critically out of the control of the authoritative. It appeared with fake, un-branded or
made in china products in every where – from large wholesale to small retailors, stores.
+While over 92% the supply source for these product of Vietnamese farmer and some
brands are from outsiders (retailors, stores).
IDEA
VINARICE will research, experiment and
produce PESTICIDE,INSECTICIDE &
ARGRICULTURAL CHEMICALS by its own
Develop a 100% “Self-Contained” progress
of producing & processing rice.
A new and 1st DEFINITION about “Hygiene”
on rice, which become more persuasive
13. Brand Truth
Category
Truth
Consumer
Truth
I hope there is something that can not
only satisfy my need of FEELING TASTY
and also fulfilling my expectation of
FEELING SECURED , so that my family can
completely enjoy our meal.
Characteristics of
branded rice:
“Secured”
100% “Self-Contained” progress
Brand
Essence:
Brand
Essence:
“Give you the best
secured products !
BRAND
IDEA-
Positioning
14. BRAND
IDEA-
Positioning
TO WHOMTO WHOM WITH WHATWITH WHAT DIFFERIENTIATED BYDIFFERIENTIATED BY R2BR2B
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Inherent yummy
taste
&
“Give you the best
secured products”
*100% “Self-Contained”
progress
*Pioneer in Vietnam
when research,
experiment and
produce
PESTICIDE,INSECTICIDE
& ARGRICULTURAL
CHEMICALS by own
+Innovative
hi-tech,
advanced
equipment.
+Talented and
heart-warming
scientists,
researchers.
15. BRAND
IDEA-
Product
Our ProductOur Product
Keep the inherent
favorite taste of the
customer regionally . We
primarily develop
different product
portfolio for 2 main
region : North and South
” We launch our product
to provide for customer
with not only the delicious
tasty but also with the
best for health”.
Our CommitmentOur Commitment
Pioneer in the market
for stating the new
“hygiene –definition”
certificate of “100%
“Self-Contained”
progress in the
product.
Demonstrate
clearly the 100%
“Self-Contained”
progress
Meet the hygiene
standard on
chemical residue
limited level ,
humidity, purity and
consistency .
Our Package
State the origin of the
rice input, nutrition
ingredients,
characteristics .
Package Size:
2kg,5kg,20kg
17. BRAND
IDEA-
Place
Key Point
We must develop “ Convenience”We must develop “ Convenience”
Distribution system
6 cities
+1 storage
house/city
Local Agency
+Manage local customer list
+Calls & Delivery
+Showroom/selling point
Local Agency
Market Intercept
+Selling points
+Approach & consult
Market Intercept
6 Cities6 Cities
19. KEY
POINT
INSIGHT
I hope there is something
that can satisfy my need of
FEELING TASTY and also
fulfilling my expectation of
FEELING SECURED , so that
my family can completely
enjoy our meal.
BARRIER
DRIVER
HESITATATION TO
CHANGE HABIT
BECAUSE OF
FEELING DOUBTFUL
ABOUT HYGIENE RICE
DEFINITION
THE ASTONISHED
REAL FACTS THEY
HAVE NOT
KNOWN
20. BIG IDEABIG IDEA
HAVE YOU
EVER
KNOWN ?
KEY IDEA: Communication
campaign demonstrates most
of astonished facts around
RICE ,which exist for times
BUT they didn’t know.
CONSUMER
TOUCH
POINT
TV
NEWS
PAPER
MARKET
CUSTOMER JOURNEY
OBJECTIVE
CUSTOMER JOURNEY
OBJECTIVE
Shocked
about
what they
are using
Shocked
about
what they
are using
Evaluate/
judge and
consider to
change
Evaluate/
judge and
consider to
change
Aware
ness
Aware
ness
ExperienceExperience TrialTrial
21. TRIGER EXPERIENCE AMPLIFY
KEY HOOK
OBJECTIVE-
MESSAGE
SUPPORTING
TATICS
Shocked at what they are
currently using, trigger
their feeling of
UNSECURED
Message: “Have you
known about what you
are using ?”
“Untold Stories”
TVC
Editorial
TV Reportage
Brand appears to deal
with their unsecured,
and turn it into SECURED
by FACTS about our
company.
Message: “ Have you
known about us ?.”
+“Sampling Tour”
+”TALKABLE RICE LANDS”
In-ground
TVC
PR
Amplify the result
PR
Social Seeding
DEPLOYMENT
PLAN
22. UNTOLD STORIES
A series of news, astonished
facts around Agricultural
Chemical, Pesticide, Insecticide
used for rice production .
Information Journey :
Shocking actual context in rice
production Shocking Effect
on Health Shocking Fact that
the creator ( the farmer) afraid
to eat their rice , which is
grown by them.
Objective :
Try to trigger & escalate the
feeling UNSECURED about
current un-branded rice.
TRIGER
23. SAMPLING TOUR
We organize in-ground
activities at target’s
gathering places in 6 cities
where they can
experience 1st new
DEFINITION about
“Hygiene” on rice
SAMPLING TOUR
We organize in-ground
activities at target’s
gathering places in 6 cities
where they can
experience 1st new
DEFINITION about
“Hygiene” on rice
BRAND ROLE
Try to connect their
feeling unsecured to
our positioning that
“Give you the best
SECURED products” by
our differentiation.
BRAND ROLE
Try to connect their
feeling unsecured to
our positioning that
“Give you the best
SECURED products” by
our differentiation.
EXPERIENCE
OBJECTIVES
Be aware of our
brand
differentiation
Believe Get
Trial.
OBJECTIVES
Be aware of our
brand
differentiation
Believe Get
Trial.
24. TALKABLE RICE
-LANDS
We develop our
DIFFERENTIATION into
WORDS by ARTISTIC
PICTUREs on our farming
land
TALKABLE RICE
-LANDS
We develop our
DIFFERENTIATION into
WORDS by ARTISTIC
PICTUREs on our farming
land
“100% “Self-Contained” Progress”
“Best Secured Rice”
“1st rice producer
producing agricultural
chemicals by its own”
EXPERIENCE