finalgrandcase-lavifood-jamestran-ngocnhon-ngocphuoc-xuanan-ngocthao-201013032815

LAVIFOOD FINAL GRAND CASE James Tran - Ngoc Nhon - Ngoc Phuoc - Xuan An - Ngoc Thao LaviFood enters the market with Health-Oriented product format, using ‘preserved freshness’ proposition together with ‘Maximize nutrition’, ‘Nutrition for health purpose’ as communication messages Depends on KA with dominant revenue contribution BRAND VISION DOMESTIC No ROOT STRENGTH Processed Fruit and Veggie starts with WE TƯƠI Mixology from a set of fruits Outstanding technology HIGH QUALITY PRODUCT Remaining the most throughout process Revenue comes dominantly from Key Account but still struggle with total revenue which put importance on the task of expanding efficiently to other channel by consumer understanding PRESERVED FRESHNESS Maximize nutrition retained ADVANCED TECH For processing and preserving DISTRIBUTION current brand proposition Nutrition for health purpose BIG PRODUCTION SCALE For optimizing the operation Advanced process to increase domestic veggie and fruit quality Untreated fruit taste “3 NO” principle BRIEF RECAP Build brand positioning for the bullet category Juice of Lavifood WeTươi (inc WeReal and WeLOVE) TO creating consumer purchase intention towards WeReal and WeLOVE THAT can help us gain 1000 billions VND in domestic market within years by 2023 BY defining our competitive advantage and build commercializing strategy to enter the market and win over competitors and consumers' heart J2BD Where is the potential zone to play? CATEGORY How is the competitive landscape? COMPETITORS What is the tension of target consumers that we can address? CONSUMERS What is our offer to win the consumers' heart? COMPANY How we can leverage and optimize our partnership? COLLABORATOR MARKET OVERVIEW Where are we playing in? Who is our competitors? How are they performing? The business goal is ACHIEVABLE if we decide to STAY IN 100% JUICE - the strongest growing segment TARGET MARKET SHARE Within liquid refreshment beverage pool, Juice owns the highest CAGR rate only after BW Supported by the increasing health and wellness awareness trend with increasing disposable income Also, looking at segment value share translated from target revenue of Lavifood MARKET GROWTH Total 100% Juice 2020 2021 2022 2023 664 734 799 857 Target Rev 300 500 1000 Target Segment Share 2% 3% 5% Forecast Rev (in million USD) (in billion VND) Source: Euromonitor - Juice in Vietnam Source: Euromonitor - Soft drinks in Vietnam In which, limited litre shared 100% *Study’s market definition: Consists of all types of bottled fruit and vegetable juices which contain 100% fruit and/or vegetable juice Juice recorded CONSUMER TREND strongest growth amongst Juice segments AT THE BEGINNING Share in litre THE EVOLUTION Naturally Healthy/Naturalness 6% Convenient Refreshment Life essential 92% 1% 2% Source: Euromonitor - Juice in Vietnam CONSUMER TRENDS Premiumization Specific Health Booster COMPETITIVE LANDSCAPE in JUICE: WeReal and WeLOVE belongs to ‘Health solution’ segment The market transition of ‘Health solution’ starts within 100% Juice The market is getting more innovative toward ‘Health solution’ which inspired by niche boutique juice brands Solution for health enhancement Refreshment with natural goodness NECTAR Literally refreshment purpose with some added juice for flavor Prestige (>75/ml) NON 100% JUICE Refreshment but trying to bring the meaningfulness into it by highlighting the basic nutrition supplement by taking the credit from fruit source 100% JUICE Purely from natural fruit Either concentrated or non-concentrated Imported fruit/ private VNese fruit cultivation with ease of ensuring high quality Maximize the use of natural ingredients and address directly into health solution boost *not concentrated Led by Boutique brands with health solution trend with innovations: Masstige 50-75/ml + Sophisticated need + Costly + Not accessible for everyone street vendor freshly squeezed But as the trend setter, they can give some hints within the segment Mass (