III.1. Business Model Canvas
1.1. Customer Segment
- Consumers (who are interested in healthy diet or do workout) - Distributors (supermarket, retail chains,..)
- Fitness Centers.
1.2. Value Propositions
- Nutritious food for people who do workout
- Fast meal with energy sufficiency for people who are busy (students, officers,.) - Nutritional supplements from daily products for diet people
1.3. Channels - TH Store Chains
- Supermarket (VinMart, VinMart +, Big C)
- Convenience store (Circle K, Family Mart, 7 Eleven) - Agency & Retail store
- Social Network, TV Ads, KOLs, POS Marketing, Event.
1.4. Customer Relationship
- Customer service system (Hotline, Email, Fanpage) - Feedback/ report from retail chains/ distributors
1.5. Revenue Stream Product sales:
- Direct from customers - Indirect through distributors
1.6. Key Activities - Production
- Distribution - R&D
- Marketing & advertising
- Regulatory Compliance
1.7. Key Resources
- Brand
- Infrastructure: TH Farm, TH Milk Factory, TH Store - Partners & Retail Network
- Human Resources: Nutritionists, Scientists,…
1.8. Key Partners
- Packaging: Tetra Pak, SIG Combibloc - Logistics: Abivin
- Fitness Platform: WeFit, UpBeat…
- National Broadcaster (VTV) - Social Network Influencers
1.9. Cost Structure - R&D activities
- Marketing & advertising cost - Salaries
- Production cost (operation, material) - Maintenance
- Distribution cost
III.2. Demographic
Customer: Anyone who is interested in fitness and diet
Demography
Gender: Male and Female Age: 16-34
Household Income: 14 million VND/month and above Location: Big cities (Hanoi, HCMC, Da Nang,...) Lifestyle: Active, energetic
Hobbie: Engage in fitness activities Incentives to
consume
Highly concern about health and nutrition.
Intend to lose/maintain weight or stay in shape.
Following a special diet.
Demand for special food to support work-out activities.
III.3. PRODUCT DETAILS
3.1. Functions
● Instant supply of energy after a hard-working day or after the gym.
● Products made in form of healthy snack food so they help satiate the appetite of those who keep fit and want to stay in shape. They still have something at hand to nibble when they are hungry or long time do not have cookies.
● Easy to take away. Made from organic materials (cow milk-for Greek yogurt, nuts - for milk and cookies, ...) in order to use in the day at work or at the gym.
● Healthy food.
● A chain of products familiar to a majority in Vietnam, especially who care for healthy and fitness.
3.2. Packaging/ Appearance
Diet Cookies
● Color: Bright colors and a fruit image are used as a main image for this product.
● Material: Light cartons.
● Packs: 12 cookies in a pack. The packs are in the shape of cylinder. easy to open and close the lid in order to fast opening and long using during the day. Bright colors and a fruit image as the lid of the product. A clean, simple logo with the letter “D” depicting a cup with a spoon appears on the lid and side.
This photo is for illustration purposes only.
High-protein milk:
● Color: Bright color with the green base in order to show how the organic the products is.
● Materials: Cartons made from wax or plastic-coated paper board
● Packs: Use for both size 200 ml and 1L. The packs are in the shape of cube with retro look for milk packaging, which allows consumers to and get excited for a
product that truly captures the feeling and function of what things used to be like.
With the 200ml bottles will be packed 4 bottles per range
1L and 180ml.
This photo is for illustration purposes only.
Greek yogurt:
● Color: White color as the base added with blue color for texts and images.
● Materials: Plastic type PP.
● Packs: 4 jars per pack. The transparent 100-mL PP jar has a wide-mouth opening and an aluminum/PET/aluminum closure with an opened cap type PP (No.5).
This photo is for illustration purposes only
3.3. Added value
The products give consumer sense of keeping tracks of their diet plan. Without feeling tired and ease their temptation to the high sugar food or fast food.
They know exactly calories consumed in the help of table of calories.
3.4. Price
Price for this type of product is determined by visions of the company and the purposes of the products is that bring the customer
Potential locations: Hanoi and HCMC.
Potential customer segments: Sport players, Officer and students interested in sports and gym.
We serve our products at a lower price than competitors. But the company caters to customers who are aware of calories and diet menus. Accordingly, the price is affordable for people in the range of medium financial level.
The customer segment that the company wants to target is the new customer base. They are who care about their diet and want to find the food to facilitate the diet which is low in cost but suitable in the number of calories and protein. The ingredients we use in production for this product is organically processed with high technology in order to keep the taste and the number of nutrients.