2. AGENDA
1.BACKGROUND
1.1 Market review
1.2 Business background
1.3 Business ambition
1.4 Competitor review
2. BUSINESS OPPOTUNITY
2.1 BCG Matrix
2.2 SWOT
2.3 Main competitor review
3. SEGMENTATION
3.1 Segmentation
3.2 Target consumer
4. OVERALL TRUTH
4.1 Category Truth
4.2 Consumer Truth
4.3 Product/ Brand Truth
5. CONSUMER INSIGHT
6. BRAND IDEA
6.1 Brand positioning
6.2 Brand essence
6.3 Brand key
6.4 6P
7. COMMUNICATION IDEA
7.1 Brand activation platform
7.2 Brand activation idea
8. LAUNCHING
3. MARKET REVIEW
Vietnam Instant Coffee
Market Share
Officer ( from 22-30 ) who
open mind. Urban lifestyle.
2%
20%
Trung Nguyen
Adults 20-59, have
gentle personality,
gentle, polite, like
quietly in
communication.
They prefer quiet and
respect for traditional
values, conservative.
Mass – focus on the
youth ( 18-35 ages )
They want to create an
emotional connection with
people ( with Vietnamese
taste coffee
They want to enjoy a
traditional taste
coffee in the
convenience way
Young men want to
taste and quality of
genuine authentic
coffee.
Nescafe provide Vietnamese
cup coffee with international
quality.
Traditional
Vietnamese coffee
with real taste.
Trung Nguyen provide
G7 coffee with good
taste and authentic
coffee
Price: 41.000 VND – 44.000
VND
Origin: Switzerland
Portforlio:
Instant coffee 100% pure
NESCAFÉ RED CUP
- The soluble coffee product
mix available:
NESCAFÉ 3 in 1: 3 different
flavors
NESCAFÉ Café Vietnam: with
2 black coffee ice products
and iced coffee.
Price: 36.000 VND –
48.000 VND
Origin:Vietnam
Portforlio
Vinacafe Wake
up Saigon: 3 in 1
Vinacafe instant
:classic
Price: 45.000 VND
Origin: Vietnam
Portforlio
G7: 3 in ; 2 in 1; 3 in
1x2; 2 in 1 x2
G7 Cappuccino
Passiona
Target
customer
Vinacafe
47%
Nescafe
31%
Other
(Source: Nielsen, 2013)
What they
need
Reason to
believe
General
information
Growth rate of instant coffee in Vietnamese market
Average annual increase about 6.9%
4. BUSINESS BACKGROUND
A big local giant with 150,000 USD to invest, owning strong
network of distribution of general trade & modern trade, with a
good source of high-quality coffee in Central Highlands of
Vietnam, plus with strong technology, and can recruit strong
local experienced people of coffee making.
• The company wants to enter in instant coffee market
• Target consumer focus on 02 big cities are HCMC & HN.
They want to launch this new brand on May, 2014 with 04 month
setting.
BUSINESS AMBITION
Become the top 3 instant coffee brands in Vietnam within 3 years
from the second quarter of 2014
6. TARGET CUSTOMER
WHO IS POTENTIAL?
Female account for more than 54% of instant coffee consumers (Source: Vinaresearch, 2013)
Vietnam Instant Coffee
Consuption by Gender
Female
46%
54%
Male
They are a larger part of instant coffee consumer, but they are still not satisfied with their current instant coffee. They’re willing
to switch to the more ideal brand.
7. TARGET CUSTOMER
DOES ANY BRAND TOUCH THEM?
FOR MASS, WOMEN USE THE MOST
Femininity is not clear (TA
are still afraid of hot & fat
dilute coffee by adding
much water or consume 1
time/day only…)
FOR WOMEN ONLY
Specifically for
Femininity but RTB is
weak, irrelevant and
not trustful
(Source: Vinaresearch)
Very Potential market
(Learning from Passiona lesson to enhance the
success possibilities)
In 3 years, we can own 50% female
consumer More than 25% market
share Top 3.
8. SWOT MATRIX
Strength
-New brand , easy to get attention with
differences
- Experiences from competitor’s mistakes
- Deeply understanding about TC
Oppotunity
- Consumer accept with exist brand even
when asked about satisfaction with the
taste is not really good
- There is no brand for women that
strongly success
Weakness
-New brand , lack of experiences
- Be influenced by pioneer strategy &
limited
Threaten
- Strong competitors
- It’s hard to change TA habit
- New product can make TA hesitate to try
9. MAIN COMPETITORS REVIEW
Outstanding
campaigns
“Cà phê cho phái đẹp”
campaign
Start a new day with birdy
“Blind test” – research customer
mind.
Campain: “Café manh, danh
cho phai manh”
Draw G7 is STRONG taste in
customer’s mind.
“Khoi dong ngay moi”
“100% huong vi Viet Nam” , “Tach ca phe
ngon xoay tron cau chuyen?
A Vietnamese coffee with international
quality.
Strength
Biz view: The first
brand for
women that
belong to a
strong
Vietnamese
coffee brand
Focus on the
right potential TC
Consumer
’s view:
The fist
brand
caring
about me,
they on
behalf of
my
passion
Biz view: It’s
belong to a
international
brand
Relevant &
make sense
brand
ambassador
Consumer’s
view:
It’s
convenience
with many kind
of packaging &
Advertising
campaign
Biz view: good way
to approve
customers.
Excellent taste fix
Vietnamese needs.
National indentity.
Vietnamese use
Vietnamese
goods.
Customer
view:
Good
taste.
Good
price
Biz view: the global brand
with long time and quality.
They have a strong capital
for marketing. Seriously in
research to understand
consumer.
Nescafe 3 in 1 is a market
leader of 3 in 1 instant
coffee
Customer
view:
Quality
coffee.
Attractive
promotion.
Price is
suitable for a
global brand.
Weakness
Not following the
category truth(
coffee is hot as
good as milk &
consumer’s
perception
(coffee cant not
be a good drink
that make you
prettier)
R2B is not
strong
(cant
convince
TC with a
coffee
brand can
make you
prettier”
It start from a
non-coffee
brand that they
have many
difficult to
deeply
understanding
about TA in VN
It’s not well
known and why
I should drink it
just because it’s
brand
ambassador?
Trung nguyen
choose the way to
compare with
competitors to
confirm brand’s
voice is not ok.
They don’t have a
clear strong
compare two
competitors
Too
strong for
a lot
people
Taste is not better than
other brand.
They change a lot objective
and way in short time -> no
single minded.
Nestle is a company
specializing in café, milk,
cacao, cream…( too
much)
Taste is not
good, not
strong, it just
miss approve
level
11. URBAN FEMALE
SEGMENTATION
PROFILING
20-29 YO
ACHIEVER
ENJOYER
CONTENTED
DESCRIPTION
- Passionate, proactive, ambitious, eager
to learn, to change and to adapt to
grow, esp in their career path. On the
way to achieve more in career.
- Playful, optimistic, carefree, love to
enjoy life & to take care of themselves
- Satisfy with current life, no motivation
to achieve more in life
- Take care of family - their biggest part
for the lifetime
LIFESTYLE & HABIT
- Goal-oriented & seek for recognition
- Trend updated
- Busy
- Social lives are centered around career.
- Image is important to them.
- Carefree & loving enjoyable activities:
hanging out, shopping, reading, travel…
- Optimistic & childish
- Mature & satisfied
- Caring of family & responsible
- Leisure activities center around the
home and family
- Conservative & practical
- Did I experience the true living?
- Did I discover all the best things in this
world?
- Family is always their biggest concern
LIFE CONCERN
- Career and success are the key focus
- Equality/ Women’s right & power
- Take care of themselves/ indulgence
enough to balance Work & Play?
ROLE OF COFFEE TO
THEM
- Focus & stimulate to work effectively
- Get them ready, bring them confidence
- Initiate social bonding
- Mental renewal
- Indulgence
- Energy boost
- Thirst quenching
- Snacking
- Coffee is becoming more of social
drink
- Family drink in the morning
- Mental renewal
- Relaxing & rewarding
12. TARGET CUSTOMER
DETAILED PROFILING
Because of:
• Large size (46%)
• High demand of coffee daily
• Want of enjoying the coffee
only for women
• Easiness to switch brand &
adapt new things
• Those early adopters are
easily turn into influencers for
Contented women segment.
We
choose
this target
Instant Coffee U&A:
- Drink dilute coffee (by adding much water)
- Frequency: 1-2 times/day
- Consumption: approx. 1 pack/use
- Drink at “start” time (in the early morning or the begin off
afternoon)
- Serving hot is preferable
- Both prefer using individually or together with friends/ colleagues,
and not at office desk
- Enjoy the bittersweet taste of 3in1 coffee (not the bitter only,
which is too hard/unpleasant for them)
- Afraid of being hot & fat when consuming 3in1 instant coffee
- Bittersweet taste & passionate aroma are the top 2 things they
enjoy when drinking 3in1 instant coffee
FEMALE ACHIEVER
20 – 29 yo, urban, ABC
Profile:
- Female, heavy
(daily) instant coffee
users
- Work in office
(dominant)
- Urban Youth, 22-29
years old
- Class ABC
- Live in urban cities
(HCMC, HN…)
Life concerns & habits:
- Career and success are the key
focus
- Equality/ Women’s right & power
- Take care of themselves/ indulgence
enough to balance Work & Play?
13. OVERALL TRUTH
CATEGORY TRUTH
Convenient
Ready to drink
Easy to drink
(light taste, a little bit
bitter with add on sweet
& creamy)
Concentrate & Stimulate
“Whatever instant coffee you get, you
can enjoy the instant coffee whenever
and wherever possible so long as you
have hot water. Wherever you are, if
you have a cup and hot water, you
can enjoy coffee. They are so easy to
carry about”
CONSUMER TRUTH
“As a young modern, confident &
ambitious woman, I drink coffee not
only to concentrate to achieve more in
life, but also to enjoy the pleasure come
from the intensely comfortable aroma +
sweet taste blending with the bitterness
that prevent me from being fed up with
the drink.”
PRODUCT/ BRAND TRUTH
Functional:
• Bitter-sweet taste
• Add-on Aroma
• Suitable for women
• Harmonize taste & scent
• Concentrate
Emotional: Bittersweet blending
of the best coffee taste &
aroma gives women True
indulgence moment
14. Category
Truth
Consumer Insight for Brand Idea
Consumer
Truth
“As a young modern, confident &
ambitious woman, I drink coffee not
only to concentrate to achieve more in
life, but also to enjoy the pleasure
come from the intensely comfortable
aroma + sweet taste blending with the
bitterness that prevent me from being
fed up with the drink. Then I love to
choose 3in1 coffee instead of dark
coffee, and this bitter-sweet taste &
aroma of coffee brings me a kind of
truly feminine indulging moment in life”
Brand
Truth
15. CONSUMER INSIGHT
WHAT THEY SAY
“I drink coffee daily to keep me awake & focus on
my work, but coffee to me is too bitter, then I prefer
3in1 coffee”
WHY THEY SAY
She is an achiever, successful career is her ambition
so she just focus on it. But she’s still feminine & 3in1
coffee is gentle enough for her choice
WHAT THEY DO
She drinks 3in1 coffee daily, and it not only bring
her concentration, but bring her indulgence
moment also. She feel relaxed, rewarding.
WHY THEY DO
Because she love the bitter-sweet taste & aroma of
3in1 coffee. This coffee truly indulge her femininity,
let her enjoy the pleasure come from the intensely
comfortable aroma + sweet taste blending with
the bitterness that prevent me from being fed up
with the drink
“As a young modern, confident &
ambitious woman, I drink coffee not
only to concentrate to achieve more in
life, but also to enjoy the pleasure
come from the intensely comfortable
aroma + sweet taste blending with the
bitterness that prevent me from being
fed up with the drink. Then I love to
choose 3in1 coffee instead of dark
coffee, and this bitter-sweet taste &
aroma of coffee brings me a kind of
truely feminine indulging moment in
life”
16. BRAND IDEA
BRAND ESSENCE/ BRAND KEY
Consumer Insight for Brand Idea
BRAND ESSENCE
“Bittersweet
Blending for Life
Indulgence”
18. POSITIONING
What need
To whom
Women, urban cities , office - working,
22 – 29 Sec A,B,C . Using coffee at
office & home for their consumption
Then I love to choose 3in1 coffee
instead of dark coffee, and this bittersweet taste & aroma of coffee brings
me a kind of truely feminine indulging
moment in life”
Brand positioning
R2B
The special formula that mix between
bitter authentic coffee and exactly ratio of
milk & sugar that call “ the bittersweet”
Formula mix calories and caffeine suitable
for women
Uniqueness
Various aromas & tastes
Low calories & caffeine
bittersweet
21. The context
We launch our product range to offer more choice and convenience, meet women needs: 3in1 coffee
instead of dark coffee, and this bitter sweet taste of coffee brings they a kind of “truly feminine
indulging moment”
Our commitment: We aim to inform consumers provide a wide variety of quality, refreshing with
nutritional and ingredient information so consumers can make informed beverage choices.
Coffee’s portfolio
22. Strategy
Our product portfolio strategy has three priorities:
o Developing our portfolio - introducing new products to offer greater choice,
o Providing clear, the ingredients, aroma and have amount caffeine suitable for women
in our products.
o Ensuring that our product are sold and marketed in a responsible way.
Coffee’s portfolio
23. Objective
Choice
Develop and market a wide choice of products so
women can decide which of our coffee best meets
their needs indulging and lifestyles.
Bittersweet taste & aroma
Accelerate the growth of women’s coffee with
girly scent ( lavender, rose, sunflower, hazelnut
..,)
But the iconic product: Bittersweet Original
Coffee’s portfolio
24. Objective
Amount of caffeine, calories
Increase the availability of low or high
caffeine and low calories choices for people in
each other cases.
QUALITY
Ensure that our products meet the
highest quality and coffee safety
standards, in line with consumer
expectations.
Authentic coffee from highland
Vietnam.
RESPONSIBLE MARKETING
Ensure that our products are sold and
marketed in responsible way.
Activities
We will provide a women's coffee variety of quality, refreshing instant coffee with bittersweet taste and aroma information so
consumers can make informed coffee choices.
Coffee’s portfolio
25. Bittersweet taste and
aroma coffee
We recognize there are concerns with what suitable coffee's taste for
women. Although women have 52% people drink instant coffee but in
market there aren't any instant coffee meet women's needs: 3in1
coffee instead of dark coffee, and this bitter sweet taste of coffee
brings them a kind of truly feminine indulging moment in life".
Coffee 3in1, aroma currently main our product offerings and we will
accelerate them. We also increase the availability of low caffeine choice
of coffee so that consumer can choose the coffee that best meet their
needs.
27. PRICE
Product
Positioning
Price
Packaging
Place
Promotion
Competitor price
Passiona : ~3500/pcs 36gr
G7 3 in 1: ~2500/pcs 36gr
Birdy : ~10000/pcs
Nescafé 3 in 1 : ~2000/pcs 37gr
Our Price strategy
Competitive price with competitors (focus
on the discount TC recieve when they
choose kinds of box)
3 type of price :
Box 5 pcs/25gr : 25000
Box 10 pcs/25gr : 35000
Box 20 pcs/25gr : 60000
28. POSITIONING
Product
Positioning
Price
Place
Packaging
Promotion
Focus on mass distribution in both
modern & traditional channel (
Supermarket, Convenience store ,
Circle K , Shop and Go , Market,
small stores,…)
In HCMC & HN , even when modern
channel growth sharply but the role
of traditional channels still work
effectively. Specially in HN’s culture,
traditional channels get bigger role.
