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1. OBJECTIVES
LAUNCH NEW PRODUCT
1. After 5 months: 8% market share (34.7 mio packs/ month)
2. After 1 year: 10-12% market share ( 50-60 mio packs/ month)

2. CATEGORY
Driver:
- Delicous
- Full of stomach
Barrier:
- Harmful to health

3. COMPETITOR
Product: Hảo hảo mì chua cay
Target consumer: Youth
Positioning: Japaness quality for delicious meal
Competitive advantage: “chua cay” taste
Disadvantage:
- Sợi mỳ is too dark which is perceived as unhealthy

4. TARGET CONSUMER
Hảo Hảo current user:
- Age: 12-16 y.o, in secondary school
- Rural
- Not the decision maker in buying
instant noodle but Mom
- In puberty period so they often feel
hungry and eat a lot
- Behavior: eat Hao Hao instant
noodle as a snack after going back
from school
- Attitude: love instant noodle due to
both the noodle and soup
TARGET AUDIENCE
Hảo Hảo current buyer
- Mom having kids 12-16 y.o in
secondary school
- Rural
- Instant noodle buyer for the whole
family
- Love and care for her kids especially
health
- Often read newspaper

5. INSIGHT FOR PRODUCT
Unmet need:
Kids often eat instant noodle after going back from school to full their stomach and they love
the noodle. However, mom knows that instant noodle is not good for kids health and other
kind of ingredient to make instant noodle is not delicous

6. PRODUCT CONCEPT
Need
I want an instant noodle
product that can help
to full my kids’ stomach
and satisfy the taste,
but also helps me to
lessen the harmful
effect of instant noodle
on my kids
Benefit
- Soup: chua cay
tatse
- Soi my:
half is wheat flour
(like normal instant
noodle)
half is sweet potato
RTB
- Natural sweet
potato helps to full
stomach well
- Ratio of sweet
potato and wheat
flour is 50:50 helps
to make instant
noodle less
harmful but still
delicious
Differentiated
Healthier but still
delicious

7. POSITIONING STATEMENT
To whom
-Mom having kids 12-16 y.o in
secondary school
-Rural
-Instant noodle buyer for the
whole family
-Love and care for her kids
especially health
-Often read newspaper
What need
I want an instant noodle for
my kids that is still delicious
but less harmful to heath
RTB
- Natural sweet potato
helps to full stomach
well
- Ratio of sweet potato
and wheat flour is 50:50
helps to make instant
noodle less harmful but
still delicious
Differentiated by
Healthier but still
delicious
BRAND ESSENCE: LESS HARMFUL BUT STILL DELICIOUS

8. MARKETING MIX
Product
As above
Proposition Price:
The same as Hao Hao
Place
GT
Promotion
Sale promotioni is the same
rate as Hao Hao
Packinging
- Realible
- Sweet potato image