slide thuyết trình AIM HOM vinasoy b power

B-Power Marketing Plan HOM38 - TRAN TRUONG KY A Vinasoy Product Agenda ❖ OGS ❖ 4C analysis ❖ STP analysis ❖ 6P analysis ❖ IMC Plan BUSINESS OBJECTIVES ❖ Find new source of growth or launch new effective communication ❖ Plan to boost Vinasoy sales given economic slow-down in recent years and intense competition from dairy milk and other substitutes GOALS Project OGS ❖ Maintain double-digit growth in 10 years ❖ Reach $1 billion in revenue in 10 years ❖ Maintain current Vinasoy share vs competitors (84%) ❖ Gain at least 5% share vs unbranded soymilk from new innovation/communication STRATEGY ❖ Increase branded soymilk market size by tapping into male consumers ❖ Convert men to consumer soy-based protein drink on regular basis 4C analysis 4C - Category ❖Total soymilk market in Vietnam reached 190 million USD (2016) Total soymilk consumption in Vietnam Quang Ngai Sugar Company’s Soymilk Revenue 4C - Category Category Soymilk Penetration 40% market share in the category 85% usage rate medium Source of growth -Boost usage of branded soymilk -Explore men-skewed soymilk products 4C - Category Soymilk consumption reduced 9% in 1H201 Source: QNS 1H20 financial report Kantar FMCG Monitor 9/2020 FMCG growth reached double digit in 1H20, but at slower rate after MCO2 4C - Company - Vinasoy Fami Go TA: Youngsters, Students, Workers Fami Canxi & Original TA: Family Vinasoy TA: Women Fami Kid TA: Kids 4C - Company - Vinasoy Actions: ❖ O6+W3: develop new products using other kinds of nuts that focus more on beauty ❖ W5+T9: Launch thematic campaign to change consumer’s perception about soymilk ❖ O7+W4+T10: Target Southern consumers with relevant, branded communication about health benefits of soymilk, parallel unbranded communication about the risk of using street soymilk 4C - Competitor Direct competitors: ❖ Vinamilk Goldsoy ❖ TH True Nuts ❖ Street/Homemade soymilk Indirect competitor: ❖ Dairy milk ❖ Soft drinks ❖ Bubble milktea STRENGTHS WEAKNESSES S1: Higher soymilk content per ml S2: Cheaper price per ml S3: Tradition W1: Fragmented, unbranded W2: Only sell at certain hours W3: Hygiene W4: Use chemicals to generate taste O1: Trending vegan, self-sustained lifestyle after Covid19 T1: Movement control order T2: Branded soymilk brand T3: Increased living standards of urban consumers T4: Armies of indirect competitors: milktea, soft drinks… OPPORTUNITIES THREATS Consumer segmentation for Soymilk Healthy & beauty first Fitness-conscious Occasional drinker Tradition & Family first Gender Female Male Female Female Age 20-35 20-35 20-35 25-35 # kids Kids age Income 10-20 mil 10-30 mil 10-20mil 20-30mil Occupation Working part time Working full time Working full time Working full time Self perception Health is important for me I want to on the know of what is good for my health I want healthy food or drink that have proven health benefits but still within my budget to consumer daily/regularly I also look after my look and appearance My look and manly appearance is most important I work out regularly and want good nutritional sources I will pay more for products that are nutritional and convenient, so I can bring wherever I go I have many options for a drink, maybe or maybe not healthy Some of what I drink may not be healthy but it is my conscious choice I am not loyal to any brand or specific product I always want to try out new brands and tastes I like to be with my friends My family is most important for me I try to minimize processed F&B and buy organic things or even make my own I need to know the source of what my family consumes I’m keen on traditional lifestyle and values Personal interests Beauty/Fashion/Travel Health and Fitness/Travel Fashion/Beauty/Travel/Entertainme nt Health/Family Soymilk needs Proven health benefits Nutritional meal replacement Natural look and taste Product segmentation Health & Beauty first Fitness-conscious Super Premium (>140) Premium (120-140) Mainstream (90-120) Economy (