Grand test

2. C H A L L E N G E
• Create new noodle product concept, in
the mid-segmentation of the market
• Company: Asia Food
• Launch in 7/2017, gain 8% market share
after 6 months

3. C A T E G O R Y
U N D E R S T A N D I N G
D R I V E R S
• Delicious (Soup
& Noodles)
• Competitive
price &
promotion
B A R R I E R
• Lack of Nutrition
• Concern about
quality with such
that price

4. t h e c a t e g o r y
u n d e r s t a n d i n g r e f l e c t o n
m i d - p r i c e s e g m e n t
C O M P E T I T O R S
HAO HAO
80% share
Functional benefit
Ngon, vị chua cay
Proposition
“Chất lượng Nhật Bản
cho bữa ăn ngon”
Focus on strengthen
“ngon chua cay”
attribute & build
love/loyalty
3 MIEN GOLD
17% share
Functional benefit
Main attribute “Bò
hầm rau thơm”
Continuous
promotion to drive
consumption
No clear proposition
yet
OTHER BRANDS
+ Consumers are
not well-received
the given product
benefit as well as
the proposition
+ Good product
doesn’t lead to
good revenue
F I N D I N G
Due to Vietnam cuisine culture “mixing full
tastes”, “Chua cay” is the main taste driving the
category
S T R A T E G Y
Gain share from the giant Hao Hao who gain
39.2% value share
J O B – T O – B E - D O N E
New product concept:
+ show it strong relevancy to consumers’ love-
taste “chua cay” / which is unique vs
competitor
+ Improve the category barrier
+ easy-to-receive positioning
Vietnamese Cuisine Fact:
The mixing of full tastes
“nêm nếm trong nấu ăn, ẩm thực Việt cũng thể hiện đặc
trưng hài hòa của mình với việc cân bằng rất tốt chua –
cay – mặn – ngọt. “

5. V I E T N A M S I G N A T U R E
“ C H U A C A Y ” T A S T E S
Miền Bắc
Sườn om sấu
Vị chua từ sấu tươi miền Bắc, bổ dưỡng với sườn non
om mềm trong 6 giờ đồng hồ liên tục
Miền Nam
Canh chua cá lóc
Vị chua từ me & dứa quyện với vị đạm bùi cá lóc
miền Nam
PRODUCT CONCEPT:
Bring the Vietnam signature “Chua cay” tastes in our new instant noodles for 2 regions. Introducing
“MÌ CHẤT VIỆT: VỊ SƯỜN OM SẤU (For North) & CANH CHUA CÁ LÓC (For Mid & South)”
> Keep the cooked pieces of ingredients to prove our NUTRITIOUS & TRUE QUALITY

6. T H E C O N S U M E R
Variety – class BCD+ : students, rural
family, worker, office worker…
T H E I R B E H A V I O R
Masan convenient food study
There’re morning & late night that have the
highest amount of people eating instant noodles.
But LATE NIGHT has higher rate (16%)

7. W H Y “ L A T E N I G H T ” H A V E T H E
H I G H E S T R A T E C O N S U M P T I O N ?
D e m a n d s p a c e
L A T E N I G H T
The time for individually
rewarding herself
N I G H T S A V O U R I N G
 Slow & self - indulging
After all day of hard working, I just want a simple
reward to feel the day has its paid-off. Which could
be better than a yummy-and-fast kind of food like
“Instant Noodles”?

8. I N S I G H T
Category truth
“Chua cay” noodles is
tasty but it lack of
nutrition & quality
Product truth
Vietnam signature tasty
“chua cay” flavor, not
only yummy but also
nutritious
Consumer truth
After all day of hard
working, I just want a
simple reward to feel
the day has its paid-off.
BRAND ROLE
Vietnam Tasty &
Nutritious Noodles to
pay off your day

9. P O S I T I O N I N G
S T A T E M E N T
To whom
Instant noodle
eaters of mid
segment, BCD+
What need
A simple reward to pay
off the day
By
Vietnam Tasty &
Nutritious Instant
Noodle
RTB
Vị chua cay ngon tuyệt từ mì
Chất Việt vị “Sườn om sấu” /
“Canh chua cá lóc” vẹn
nguyên dưỡng chất

10. BRAND WHEEL BRAND INFRASTRUCTURE
Brand essence:
Vietnam Tasty &
Nutritious Noodles
to pay off your day
Personality:
Caring
Encouraging
A little modern
Discriminator
Vietnam Tasty
& Nutritious
Noodle
RTB
Vị chua cay ngon tuyệt
từ mì Chất Việt vị “Sườn
om sấu” / “Canh chua
cá lóc” vẹn nguyên
dưỡng chất
Benefit
Functional: tasty,
more nutritious
Emotional: simple
reward
Root
strength
“Vietnamese
Chua Cay
Taste &
Nutritious”
Competitive
environment
Mid-segment players (Hao
Hao, A One, Ba Mien…)
Target
Instant noodle eaters of mid
segment, BCD+
BRAND INSIGHT
After all day of hard working, I just want a
simple reward to feel the day has its paid-off.

11. 6Ps
Product
For North: Mì Chất Việt vị Sườn Om Sấu
For Mid & South: Mì Chất Việt vị Canh
chua cá lóc
Túi gia vị là cô đặc của nước lèo món
ăn, đảm bảo vị ngon & độ bổ dưỡng
Packaging
Show the image of dishes on the
pack with their name
Color code: Yellow (Sour) & Orange –
Red (Hot)
Price
3,500d
Competitive with main players (Hao
Hao 3.5k)
Place
90% GT – 10% MT
Proposition
Vietnamese Tasty & Nutritious
Noodles for the day paid off
Promotion
At launching: TVC –
Promotion (+2 pieces)