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
- 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