Young Marketers Graduation - Lavifood - Nhóm 2

1. LAVIFOOD
BRAND
PROPOSAL
Chris Viet Linh - Hoang Viet -
Phuong Anh - Hoai Thuong
Young
Marketers
Elite 7

2. AGENDA
1. Company Audit
2. Business Priority
3. Market Understanding -
Growth Opportunity -
Where To Play
4. Opportunity to win -
Strategy To Win - Source
Of Volume
5. Consumer Understanding
6. Brand Proposition

3. RECAP BRIEF
THE ISSUE:
Face various challenges on both the
domestic and export market, especially in
2020 with the pandemic
THE AMBITION:
Achieve 1000B VND in domestic market in
3 years in RTD Fruit Juice and Dried Fruit
Market.

4. COMPANY AUDIT
DRIVERS
- Factories around Vietnam - closer to farms.
- Technology - one of the first HPP companies.
- WE Love - already established in some CVS and MT
chains.
INHIBITORS
- WE Joy’s Technology - no crisp dried.
- WE Real's distributions are limited.
- WE Juice's price is high.
OPPORTUNITY
- Consumers move to healthy lifestyle.
- WE Real is an superior product compared to other brands
in the market (HPP)
THREATS
- VFresh, TH distribution system.
- Fresh Juice good perception, while packaged juices are
perceived as high sugary.

5. 5
RTD JUICE BUSINESS DRIED FRUIT BUSINESS
Total Market Value: ~750B
CAGR 16%
Market Dominated by Vinamit
with more than 70% market
Format: 70% crispy dried
while company only has
soft-dry tech.
Total Market Value: 4,000B
CAGR 14%
High winnability thanks to
company HPP technology and
factories across country
BUSINESS PRIORITY
Potential room to deliver
business result
Low winnability, focus later.

6. Juice Drink
92% Category, CAGR 14%
Key Players:
Still perceived as Soft Drink - Not a Healthy Drink. Winning with
good taste (artificial taste enhancer).
Shared proposition: to energize you to start a new day.
100% Juice
5.5% Volume, CAGR 16%
Key Players:
Perceived as juice, but not as winning as taste cause people
prefer/compare with fresh juice.
Shared proposition: Made from Natural.
MARKET UNDERSTANDING
RTD JUICE MARKET IS MOSTLY JUICE DRINK (PERCEIVED AS SOFT DRINK).
100% JUICE IS NOT GROWING SIGNIFICANTLY FASTER THAN JUICE DRINK.
MARKET FOR LAVIFOOD
Total size: 470 mio L. | 11.8% total soft drink market
Source: Euromonitor

7. Water Bottle
650
Carbonated Soft Drink
736
Energy
Drink
457
Sport
Drink
157
RTD
Cof-
fee
2.4
RTD Tea
1,484
RTD Juice
470
FRESHLY
MADE
JUICE
Source: Euromonitor
PACKAGED
DRINK
NON-
PACKAGED
GROWTH OPPORTUNITY
RTD 100% JUICE BENEFITS FROM CONSUMER HEALTH CONSCIOUSNESS.
Consumers movement due to health conscious
HOWEVER, RTD 100% JUICE IS YET TO CAPTURE THIS TREND.

8. Consumers look for healthier beverage solution.
However, they are also not willing to sacrifice the taste experience they get from unhealthy soft drinks.
Current RTD 100% Juice is not yet perceived as a superior alternative because they are:
HIGH IN
SUGAR
300ml of VFresh contains 36g sugar, while
300ml of Coke has 32g sugar
NOT FRESH
TASTE
Consumers will always compare to a freshly
made juice, which is tastier
RTD 100% JUICE BARRIER
LACK OF
EMOTIONAL
CONNECTION
CSD and RTD Tea connects emotionally with
consumers

9. WHERE TO PLAY - WE JUICE
CAPTURE THE TRANSITION FROM
UNHEALTHY SOFT DRINKS TO JUICE
GUARANTEE
HEALTHY
Lower Sugar Content
COMPARABLE
TO FRESH JUICE
Flavors of Fruit
Superior Recipe
- solve category barrier
-
- key competitive advantage -
EMOTIONALLY
CONNECTED
Redefine Lifestyle
- key competitive advantage -

10. FULFILL FUNCTIONAL DEMANDS WITH
LAVI ROOT STRENGTHS
SHORT
FARM-TO-BOTTLE
PROCESSING
Factories located near farms across Vietnam
to access best timing of fruit & retain their
nutrients and flavor
PURPOSEFUL RECIPE
TO ENHANCE TASTE
AND REDUCE SUGAR
Stevia
+
Fruit & Veggie Balance
HPP TECHNOLOGY
IN PRESERVING
FLAVORS & NUTRIENTS
HPP Technology with no heat
treatment.
HEALTHY GUARANTEE + TASTE
ENHANCE
CAPTURE & PRESERVE THE BEST MOMENT OF FRUIT

11. KEY COMPETITIVE ADVANTAGE
OPTIMAL FARM-TO-BOTTLE PROCESSING
TO PRESERVE
FLAVORS OF RIPE FRUITS.
HOW CAN WE JUICE BE BETTER THAN
FRESH JUICE?
RTD JUICE CANNOT COMPETE
WITH FRESH JUICE IN “FRESH”.
BUT WE JUICE CAN WIN OVER
FRESH JUICE WITH “FLAVORS”
Factories near farmer’s
plants. Short transportation
time to retain flavors.
Ability to access
fruits when they’re
ripening
HPP to preserve full
flavors and nutrients.
- Ripe fruit yields the most vibrant and tastiest
flavors, especially for tropical fruits -

12. STRATEGY TO WIN
HEALTHY JUICE WITH OUTSTANDING VIBRANT
TASTES OF RIPE FRUITS
(AND VEGGIES)
SOURCE OF VOLUME
SOFT DRINKS
OTHER RTD JUICES & FRESH JUICE
OPPORTUNITY TO WIN
TRANSITION FROM UNHEALTHY BEVERAGES
TO RTD JUICE, HINDERED BY FRESH JUICE AND EMOTIONAL CONNECTION

13. CONSUMER
UNDERSTANDING

14. “Everyone is hyped about healthy lifestyle trend, but this
disciplined life is extremely dull, made for boring people. Beside
that, healthy food often perceived to be bland and boring.”
Millennial and Gen Z in urban
18-30
Health conscious
Well-Educated
Progressive. Dynamic. Active
Current drinkers of unhealthy soft drinks
TARGET
AUDIENCE
THEIR
THOUGHT

15. INSIGHT
Healthy Lifestyle
VS.
Dynamic and Young Lifestyle.
Current perception on
healthy lifestyle: Constrained
diet/bland food with just for
boring people.
“As a youngster, I don't want to
sacrifice my dynamic and young
lifestyle for healthy lifestyle
because it's seemingly boring.”
TENSIONTRUTH

16. DRINK FOR MY BETTER HEALTH DRINK FOR MY IMAGERY
SHOW MY
PERSONALITY
IN LINE WITH
MY STYLE
THE GAP BETWEEN HEALTHY AND LIFESTYLE DRINK CATEGORY
NUTRITIONAL
VALUE
HEALTHY REFRESHING
HEALTH
BOOSTER
PLAYFUL AND
DYNAMIC
Move to imagery territory to make the brand
more lifestyle that can easily engage with
young generation

17. CONSUMER TRUTH
BRAND TRUTH CATEGORY TRUTH
As a youngster, I don't want to sacrifice my
dynamic and young lifestyle for healthy lifestyle
because it's seemingly boring.
WE Juice captures the vibrant
flavors of tropical fruits (and
veggies) during ripeness.
Most juices in the market are
talking about “nature”, making it
bland and less relevant to young
consumers.
PROPOSITION
VIBRANT RIPE
FRUITS' FLAVORS
TO FUEL
VIBRANT HEALTHY
LIFESTYLE

18. HEALTHY
VIBRANT
LIFESTYLE
/Noun/
The bland old healthy lifestyle is no longer
boring thanks to the vibrant explosion of ripe
fruits (and veggies), help them being healthy
but do not miss out any vibrant experience of
life.

19. Product:
HPP Pressed Juice with
vibrant ripe fruits' flavors
Proposition Translation
VIBRANT RIPE FRUITS'
FLAVORS TO FUEL VIBRANT
HEALTHY LIFESTYLE
Proposition
VIBRANT = EXPERIENTIAL
EXPLORE DYNAMIC MOMENTS
WITH HEALTHY LIFESTYLE
Product:
Concentrate Juice with
vibrant ripe fruits' flavors
WE
LOVE
WE
REAL
Price:
Affordable - Keep The Same
Place:
Mass Channels CVS, MT
Proposition
VIBRANT = DAILY ON THE GO
BLEND HEALTHY LIFESTYLE IN
EVERYDAY'S ACTIVITIES
Price:
Premium Price
Place:
Experiential On-premise Coffeeshop,
Cinema, Airline, Restaurants ...

20. Proposition Extension
VIBRANT RIPE FRUITS' FLAVORS TO
FUEL VIBRANT HEALTHY LIFESTYLE
Proposition
VIBRANT = SHARING
ACTIVATE THE VIBRANT
HEALTHY LIFESTYLE OF
PEOPLE AROUND
Product:
Dried Fruit with vibrant ripe
fruits' flavors
Price:
Premium Price
Place:
Playground and
School/University

21. 8. DISCRIMINATOR
Short-Farm-To-Bottle distance that ensure fruit at its
best quality that provide the vibrant taste for end
product
4. INSIGHT
As a youngster, I don't want to sacrifice my
dynamic and young lifestyle for healthy lifestyle
because it's seemingly boring.
3. TARGET
Millennial and Gen Z in urban
18-30, health conscious
Educated, progressive, dynamic lifestyle
7. REASONS TO BELIEVE
Short-Farm-To-Bottle process that ensure fruit
best quality and taste
HPP technology to preserve the best taste of fruit
Purposeful Recipe to enhance taste yet reduced
sugar
6. VALUE, BELIEFS & PERSONALITY
Dynamic and Vibrant
Authenticity and transparency
5. BENEFITS
Functional: The vibrant flavors of tropical fruits (and
veggies) during ripeness.
Emotional: to fuel healthy lifestyle in vibrant way
2. COMPETITIVE ENVIRONMENT
Direct Competitor: Natural Fruit Made Product
Indirect Competitor: Unhealthy Junk Food and
Drink
1. ROOT STRENGTHS
Short-Farm-To-Bottle distance and well
connected with farmer to ensure fruit
harvesting during ripeness
9. ESSENCE
Empower Vietnamese Healthy Lifestyle
in Vibrant Vibe

22. COMMUNICATION
PLATFORM
TASTE
V!BRANT
ACTIVATION
PLATFORM
L!VE
V!BRANT
Communicate vibrant healthy
lifestyle
Get consumers engage vibrant
healthy lifestyle
Amplify the vibrant healthy
lifestyle
ESTABLISH AND MAINTAIN VIBRANT HEALTHY LIFESTYLE
Communicate about brand main
differentiation - Vibrant Flavor
Of Fruit Juice
Communicate how the vibrant
flavor of WEJUICE is made
Leverage the emotional benefits
of the vibrant flavor
LEVERAGE THE VIBRANT FLAVORS
THE JU!CY LIFE INTRO LET’S GET JU!CY
THE PERKS OF THE
JU!CY LIFE
TASTE THE VIBRANT
MADE OF VIBRANT
TASTE
VIBRANT TASTE,
VIBRANT VIBE
2021
2021
2022
2022
2023
2023

23. BRAND MARKETING PLAN 2021
Opportunity
Increase awareness & penetration of WE Love.
Expand to new channels with WE Real.
Introducing “Live Vibrant” Platform
Increase Penetration of Lavifood in Urban city by educating consumers about superior taste of ripe fruit and
introducing a vibrant healthy lifestyle.
J2BD
KPIs
Capture 100% growth in RTD 100% Juice =260B VND
Volume of new channels and KA = 40B VND

24. SUMMARY
EXECUTIVE
STRATEGY
- Growth Opportunity: Juice Category
- Where to play: Transition from
unhealthy soft drinks to juice
- Right to win: Optimal Farm-to-bottle
Processing
- Strategy to win: Healthy juice with outstanding
vibrant tastes of ripe fruits (and veggies)
- Source of volume: Soft drinks,
other RTD juices & fresh juice
CONSUMER UNDERSTANDING
Millennial and Gen Z in urban, 18-30, Health
conscious, Well-Educated
Progressive. Dynamic. Active
Tension: conflict between Healthy Lifestyle
VS. Dynamic and Young Lifestyle
Insight: As a youngster, I don't want to
sacrifice my dynamic and young lifestyle for
healthy lifestyle because it's seemingly boring.
BRAND PROPOSITION BRAND MARKETING PLAN
Communication Platform
TASTE V!BRANT
Activation Platform
LIVE V!BRANT
01
02
03 04
Vibrant ripe fruits'
flavors to fuel vibrant
healthy lifestyle
Experiential
explore dynamic
moments with
healthy lifestyle
Daily on the go
blend healthy
lifestyle in everyday's
activities
Sharing
Activate the vibrant
healthy lifestyle
around you

25. THANK YOU