C H A L L E N G E

• Create new noodle product concept, in the mid-segmentation of the market

• Company: Asia Food

• Launch in 7/2017, gain 8% market share after 6 months

C A T E G O R Y U N D E R S T A N D I N G

D R I V E R S

• Delicious (Soup & Noodles)

• Competitive price & promotion

B A R R I E R

• Lack of Nutrition

• Concern about quality with such that price

t h e c a t e g o r y u n d e r s t a n d i n g r e f l e c t o n m i d - p r i c e s e g m e n t

C O M P E T I T O R S

HAO HAO80% share

Functional benefitNgon, vị chua cay

Proposition“Chất lượng Nhật Bảncho bữa ăn ngon”

Focus on strengthen “ngon chua cay” attribute & build love/loyalty

3 MIEN GOLD17% share

Functional benefit

Main attribute “Bòhầm rau thơm”

Continuous promotion to drive consumption

No clear proposition yet

OTHER BRANDS

+ Consumers are not well-received the given product benefit as well as the proposition

+ Good product doesn’t lead to good revenue

F I N D I N GDue to Vietnam cuisine culture “mixing full tastes”, “Chua cay” is the main taste driving the category

S T R A T E G YGain share from the giant Hao Hao who gain 39.2% value share

J O B – T O – B E - D O N ENew product concept:+ show it strong relevancy to consumers’ love-

taste “chua cay” / which is unique vs competitor+ Improve the category barrier+ easy-to-receive positioning

Vietnamese Cuisine Fact:The mixing of full tastes

“nêm nếm trong nấu ăn, ẩm thực Việt cũng thể hiện đặc

trưng hài hòa của mình với việc cân bằng rất tốt chua –

cay – mặn – ngọt. “

V I E T N A M S I G N A T U R E“ C H U A C A Y ” T A S T E S

Miền BắcSườn om sấu

Vị chua từ sấu tươi miền Bắc, bổ dưỡng với sườn non

om mềm trong 6 giờ đồng hồ liên tục

Miền Nam

Canh chua cá lócVị chua từ me & dứa quyện với vị đạm bùi cá lóc

miền Nam

PRODUCT CONCEPT:

Bring the Vietnam signature “Chua cay” tastes in our new instant noodles for 2 regions. Introducing

“MÌ CHẤT VIỆT: VỊ SƯỜN OM SẤU (For North) & CANH CHUA CÁ LÓC (For Mid & South)”

> Keep the cooked pieces of ingredients to prove our NUTRITIOUS & TRUE QUALITY

T H E C O N S U M E RVariety – class BCD+ : students, rural

family, worker, office worker…

T H E I R B E H A V I O R

Masan convenient food study

There’re morning & late night that have the highest amount of people eating instant noodles.

But LATE NIGHT has higher rate (16%)

W H Y “ L A T E N I G H T ” H A V E T H E H I G H E S T R A T E C O N S U M P T I O N ?

D e m a n d s p a c e

L A T E N I G H T

The time for individually

rewarding herself

N I G H T S A V O U R I N G

Slow & self - indulging

After all day of hard working, I just want a simple reward to feel the day has its paid-off. Which could be better than a yummy-and-fast kind of food like

“Instant Noodles”?

I N S I G H T

Category truth“Chua cay” noodles is

tasty but it lack of nutrition & quality

Product truthVietnam signature tasty “chua cay” flavor, not only yummy but also

nutritious

Consumer truthAfter all day of hard working, I just want a simple reward to feel

the day has its paid-off.

BRAND ROLE

Vietnam Tasty & Nutritious Noodles to

pay off your day

P O S I T I O N I N G S T A T E M E N T

To whom

Instant noodle

eaters of mid

segment, BCD+

What need

A simple reward to pay off the day

By

Vietnam Tasty &

Nutritious Instant Noodle

RTB

Vị chua cay ngon tuyệt từ mìChất Việt vị “Sườn om sấu” /

“Canh chua cá lóc” vẹnnguyên dưỡng chất

BRAND WHEEL BRAND INFRASTRUCTURE

Brand essence:

Vietnam Tasty &

Nutritious Noodles

to pay off your day

Personality:Caring

EncouragingA little modern

DiscriminatorVietnam Tasty

& Nutritious Noodle

RTBVị chua cay ngon tuyệttừ mì Chất Việt vị “Sườnom sấu” / “Canh chua

cá lóc” vẹn nguyêndưỡng chất

BenefitFunctional: tasty, more nutritious

Emotional: simple reward

Root

strength“Vietnamese

Chua Cay

Taste & Nutritious”

Competitive

environmentMid-segment players (Hao

Hao, A One, Ba Mien…)

TargetInstant noodle eaters of mid

segment, BCD+

BRAND INSIGHT

After all day of hard working, I just want a

simple reward to feel the day has its paid-off.

6Ps

ProductFor North: Mì Chất Việt vị Sườn Om SấuFor Mid & South: Mì Chất Việt vị Canh

chua cá lócTúi gia vị là cô đặc của nước lèo mónăn, đảm bảo vị ngon & độ bổ dưỡng

Packaging

Show the image of dishes on the pack with their name

Color code: Yellow (Sour) & Orange –Red (Hot)

Price

3,500dCompetitive with main players (Hao

Hao 3.5k)

Place

90% GT – 10% MT

Proposition

Vietnamese Tasty & Nutritious Noodles for the day paid off

Promotion

At launching: TVC –Promotion (+2 pieces)