This document discusses brand and category understanding, focusing on brand 6Ps and unique selling points. It analyzes a particular brand's proposition, product, price, promotion, packaging, and placement. The brand's proposition is described as "Tasty dishes without MSG!", and its product is meat granules made from meat and bone extract fortified with iodine. Various details are given about the brand's pricing, promotional activities, packaging design, and current placement in different retail locations.

1. BRAND AND
CATEGORY
UNDERSTANDING
KEY CONTENTS:
UNDERSTANDING ON CATEGORY
AND BRAND

2. III. STEP 3: BRAND 6P AND UNIQUE SELLING POINT (USP)
Step 3.1: Brand 6P review: brand strength & weakness in each P
6. Product
1. Proposition
2. Promotion
3. Place
4. Pack
5. Price
Promoting the brand wherever the consumer/shopper is.
What happens wherever consumers buy the brand.
The pack size, pack look, portfolio the consumer sees and uses.
The price the consumer pays, regular or on promotion.
The product or service offered.
The brand impression that consumers have in their heads.

3. PROPOSITION “Tasty dishes without MSG!”
PRODUCT Meaty granules made from meat & bone extract, fortified by iodine.
Packsize: 65g, 220g, 450g
PRICE low pricing strategy: 46% cheaper than KMG; 29% cheaper than AjiNgon
+ extremely high retailer’s margin (up to 20%)
PROMOTION
Active in both ATL (TVC, Endorsement) and BTL (visibility)
Run promotion at consumer and trade level
PACKAGING appealing, highlighting iodine supplement & VINAFOSA endorsement
PLACE strong appearance in HCME & MKD GT. But not yet popular in GT Central ,
GT North and MT.