yme7-lavifood-final-201013032526

Young Marketers Elite LAVIFOOD BRAND PROPOSAL Chris Viet Linh - Hoang Viet Phuong Anh - Hoai Thuong AGENDA Company Audit Business Priority Market Understanding Growth Opportunity Where To Play Opportunity to win Strategy To Win - Source Of Volume Consumer Understanding Brand Proposition 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 years in RTD Fruit Juice and Dried Fruit Market 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 OPPORTUNITY - Consumers move to healthy lifestyle WE Real is an superior product compared to other brands in the market (HPP) INHIBITORS - WE Joy’s Technology - no crisp dried WE Real's distributions are limited WE Juice's price is high THREATS - VFresh, TH distribution system Fresh Juice good perception, while packaged juices are perceived as high sugary BUSINESS PRIORITY RTD JUICE BUSINESS DRIED FRUIT BUSINESS Total Market Value: 4,000B CAGR 14% Total Market Value: ~750B CAGR 16% High winnability thanks to company HPP technology and factories across country Market Dominated by Vinamit with more than 70% market Potential room to deliver business result Low winnability, focus later Format: 70% crispy dried while company only has soft-dry tech 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 Juice Drink 100% Juice 92% Category, CAGR 14% 5.5% Volume, CAGR 16% Key Players: Key Players: Still perceived as Soft Drink - Not a Healthy Drink Winning with good taste (artificial taste enhancer) Perceived as juice, but not as winning as taste cause people prefer/compare with fresh juice Shared proposition: to energize you to start a new day Shared proposition: Made from Natural Total size: 470 mio L | 11.8% total soft drink market Source: Euromonitor GROWTH OPPORTUNITY RTD 100% JUICE BENEFITS FROM CONSUMER HEALTH CONSCIOUSNESS RTD Juice 470 RTD Tea 1,484 RTD Coffee 2.4 Sport Drink 157 Carbonated Soft Drink 736 NONPACKAGED PACKAGED DRINK Water Bottle 650 FRESHLY MADE JUICE Consumers movement due to health conscious HOWEVER, RTD 100% JUICE IS YET TO CAPTURE THIS TREND Source: Euromonitor Energy Drink 457 RTD 100% JUICE BARRIER 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: LACK OF HIGH IN SUGAR 300ml of VFresh contains 36g sugar, while 300ml of Coke has 32g sugar NOT FRESH EMOTIONAL TASTE CONNECTION Consumers will always compare to a freshly made juice, which is tastier CSD and RTD Tea connects emotionally with consumers WHERE TO PLAY - WE JUICE CAPTURE THE TRANSITION FROM UNHEALTHY SOFT DRINKS TO JUICE GUARANTEE HEALTHY Lower Sugar Content COMPARABLE EMOTIONALLY TO FRESH JUICE CONNECTED Flavors of Fruit Redefine Lifestyle Superior Recipe - solve category barrier - - key competitive advantage - - key competitive advantage - FULFILL FUNCTIONAL DEMANDS WITH LAVI ROOT STRENGTHS HPP TECHNOLOGY IN PRESERVING FLAVORS & NUTRIENTS HPP Technology with no heat treatment SHORT FARM-TO-BOTTLE PROCESSING PURPOSEFUL RECIPE TO ENHANCE TASTE AND REDUCE SUGAR Factories located near farms across Vietnam to access best timing of fruit & retain their nutrients and flavor Stevia + Fruit & Veggie Balance CAPTURE & PRESERVE THE BEST MOMENT OF FRUIT HEALTHY GUARANTEE + TASTE ENHANCE KEY COMPETITIVE ADVANTAGE 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” OPTIMAL FARM-TO-BOTTLE PROCESSING TO PRESERVE FLAVORS OF RIPE FRUITS 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 - OPPORTUNITY TO WIN TRANSITION FROM UNHEALTHY BEVERAGES TO RTD JUICE, HINDERED BY FRESH JUICE AND EMOTIONAL CONNECTION 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 TARGET AUDIENCE THEIR THOUGHT Millennial and Gen Z in urban 18-30 Health conscious Well-Educated Progressive Dynamic Active Current drinkers of unhealthy soft drinks “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.” TRUTH Current perception on healthy lifestyle: Constrained diet/bland food with just for boring people TENSION 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.” THE GAP BETWEEN HEALTHY AND LIFESTYLE DRINK CATEGORY Move to imagery territory to make the brand more lifestyle that can easily engage with young generation DRINK FOR MY BETTER HEALTH DRINK FOR MY IMAGERY SHOW MY PERSONALITY HEALTHY REFRESHING IN LINE WITH MY STYLE HEALTH BOOSTER NUTRITIONAL VALUE PLAYFUL AND DYNAMIC CONSUMER TRUTH As a youngster, I don't want to sacrifice my dynamic and young lifestyle for healthy lifestyle because it's seemingly boring BRAND TRUTH WE Juice captures the vibrant flavors of tropical fruits (and veggies) during ripeness PROPOSITION VIBRANT RIPE FRUITS' FLAVORS TO FUEL VIBRANT HEALTHY LIFESTYLE CATEGORY TRUTH Most juices in the market are talking about “nature”, making it bland and less relevant to young consumers /Noun/ HEALTHY VIBRANT LIFESTYLE The bland old healthy lifestyle is no longer boring thanks to the vibrant explosion of ripe fruits (and veggies), help them being healthy but not miss out any vibrant experience of life Proposition Translation VIBRANT RIPE FRUITS' FLAVORS TO FUEL VIBRANT HEALTHY LIFESTYLE WE LOVE Proposition VIBRANT = DAILY ON THE GO BLEND HEALTHY LIFESTYLE IN EVERYDAY'S ACTIVITIES Price: Affordable - Keep The Same WE REAL Product: Concentrate Juice with vibrant ripe fruits' flavors Place: Mass Channels CVS, MT Proposition VIBRANT = EXPERIENTIAL EXPLORE DYNAMIC MOMENTS WITH HEALTHY LIFESTYLE Price: Premium Price Product: HPP Pressed Juice with vibrant ripe fruits' flavors Place: Experiential On-premise Coffeeshop, Cinema, Airline, Restaurants Proposition Extension VIBRANT RIPE FRUITS' FLAVORS TO FUEL VIBRANT HEALTHY LIFESTYLE Proposition VIBRANT = SHARING ACTIVATE THE VIBRANT HEALTHY LIFESTYLE OF PEOPLE AROUND Price: Premium Price Product: Dried Fruit with vibrant ripe fruits' flavors Place: Playground and School/University ESSENCE Empower Vietnamese Healthy Lifestyle in Vibrant Vibe VALUE, BELIEFS & PERSONALITY Dynamic and Vibrant Authenticity and transparency BENEFITS Functional: The vibrant flavors of tropical fruits (and veggies) during ripeness Emotional: to fuel healthy lifestyle in vibrant way COMPETITIVE ENVIRONMENT Direct Competitor: Natural Fruit Made Product Indirect Competitor: Unhealthy Junk Food and Drink ROOT STRENGTHS Short-Farm-To-Bottle distance and well connected with farmer to ensure fruit harvesting during ripeness 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 DISCRIMINATOR Short-Farm-To-Bottle distance that ensure fruit at its best quality that provide the vibrant taste for end product INSIGHT As a youngster, I don't want to sacrifice my dynamic and young lifestyle for healthy lifestyle because it's seemingly boring TARGET Millennial and Gen Z in urban 18-30, health conscious Educated, progressive, dynamic lifestyle 2021 COMMUNICATION PLATFORM Communicate about brand main differentiation - Vibrant Flavor Of Fruit Juice TASTE V!BRANT 2021 L!VE V!BRANT Communicate how the vibrant flavor of WEJUICE is made Leverage the emotional benefits of the vibrant flavor LEVERAGE THE VIBRANT FLAVORS TASTE THE VIBRANT ACTIVATION PLATFORM 2023 2022 Communicate vibrant healthy lifestyle MADE OF VIBRANT TASTE 2022 Get consumers engage vibrant healthy lifestyle VIBRANT TASTE, VIBRANT VIBE 2023 Amplify the vibrant healthy lifestyle ESTABLISH AND MAINTAIN VIBRANT HEALTHY LIFESTYLE THE JU!CY LIFE INTRO LET’S GET JU!CY THE PERKS OF THE JU!CY LIFE BRAND MARKETING PLAN 2021 Opportunity Increase Penetration of Lavifood in Urban city by educating consumers about superior taste of ripe fruit and introducing a vibrant healthy lifestyle J2BD Increase awareness & penetration of WE Love Expand to new channels with WE Real Introducing “Live Vibrant” Platform KPIs Capture 100% growth in RTD 100% Juice =260B VND Volume of new channels and KA = 40B VND 01 STRATEGY 03 BRAND PROPOSITION - 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 02 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 04 BRAND MARKETING PLAN Communication Platform TASTE V!BRANT Vibrant ripe fruits' flavors to fuel vibrant healthy lifestyle Daily on the go Experiential blend healthy explore dynamic lifestyle in everyday's moments with activities healthy lifestyle Activation Platform LIVE V!BRANT Sharing Activate the vibrant healthy lifestyle around you SUMMARY EXECUTIVE THANK YOU