Lay_Star_NO3_06_Slide.pptxhghhhhhhhhhhhhhhhhhhhhh

Lay_Star_NO3_06_Slide.pptxhghhhhhhhhhhhhhhhhhhhhh

• 1.
  GROUP: NO3 -06 LAY’S STAX
• 2.
  Table of content 01Market research 02 Brand & competitor analysis 03 Room to win for Lay’s Stax 04 Analysis of target customer Value proposition 05 Insight 06
• 3.
  o Average 13.000billion VND/month. o Fast food and processed foods are trendy. o Decision Lab: “15-23 year olds seem to snack all day”. Overview o Snacks are a means to improve mental health. o Snacking must healthy. Lucrative market Customer desires Market research 1 2 3 Philippines Indonesia Vietnam 4 Thailand Snacks market in ASEAN
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  Slide o Sub-brand ofKINH DO o Domestic products Pringles o Diverse flavors o Famous foreign brand Brand & competitor analysis Identify and analyze competitors
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  - A long-standingbrand and high recognition among Vietnamese consumers. - Price commensurate with quality. - Limited media campaigns. - Not really good for health Strong points Limitations Brand & competitor analysis Identify and analyze competitors Inconvenient packaging. Inconvenient packaging. Inconvenient packaging
• 6.
  Customer Company Competitor o Influencedby Lay: Lay’s - the world's number 1 potato snack company. o Emotional messages: connection & fun. Brand image Product quality o Flavor: Tasty, crispy. o Packaging: Packaged in convenient cans. Situation o Sub-brand of lay's o Young brand Brand & competitor analysis Analyze brand
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  Interesting Boring Limited Choice Wide Choice Pringles Room to winfor Lay’s Stax Perceptual map Enough choice & interesting
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  Wining zone o Takesadvantage of the strength of its brand image: Delicious food & fun. o Conveying emotional stories. Customer Company Competitor Room to win Room to win Room to win for Lay’s Stax
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  Top driver Current food solution Right to Win Usedfor gatherings Eat for fun Likes to snack Replace snacks Busy people Easily get bored Gourmet Happy & sociable Neat Mouth-watering, dining experience Tasty Eat together, share together Food delivery / Take away food Fast food, ready-made food Fast food, ready-made food Eating out/ Restaurants Low winability Room to win Potential Room to win Featured Analysics of target customer
• 10.
  o Age: 18-35years old o Income: Average or more. o Improve your mood: make you happier & reduce stress. o Taste experience 76% choose delicious snacks because reward themselves & enhance the experience. o Want to assert myself. 81% of Gen Z want to assert themselves, their true selves. Profile Psychology Target customer
• 11.
  Behavior Profile Psychology Gen Z withaverage income wants a delicious, convenient snacks, experiences flavors and has an enjoyable eating experience. Target customer o Prioritize products that are familiar and easy to find o Have a shopping plan o Buying decisions depend on factors: convenience, price Behavior
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  Consumer truth Category truthCompany truth o Product quality o Promote emotions o The message spreads emotions o Tasty, safe, convenience o Variety of flavors o Promote emotions o Express your personality o Experiment o Mood easily drops → Difficult to integrate Insight
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  Solve Easily bored, stressed& want to integrate Happiness Insight
• 14.
  “To satisfy youngpeople who are mostly Gen Z, a snack product must not only be delicious, safe, convenient but also variety of flavors and be able to "up mood". Our Lay's Stax is a canned potato chip brand, providing the rich, crispy potato chips that help you relieve stress and have more fun while enjoying them.” Slogan: Crispy, delicious and full of flavor - sharing every moment. Brand proposition
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  QUESTIONS Lay’s Stax ?