1. FINAL YOUNG MARKETER 3
BÙI NGƯƠN ANH TUẤNBÙI NGƯƠN ANH TUẤN

2. 1. CASE REVIEW
2. BACKGROUND
• MARKET
OVERVIEW
• SWOT
• COMPETITOR
3. SEGMENTATION
4. CUSTOMER ANALYSIS
5. BRAND IDEA
6. LAUCHING PLAN
AGENDA

3. BUSINESS BACKGROUNDBUSINESS BACKGROUND
 A great corporation
having business on
FMCG and a top local
agricultural company
together co-operates to
found the VINARICE.
 VINARICE want to enter
the branded-rice market.
 Target Customer : 6 cities
(Hà Nội, Hồ Chí Minh, Hải
Phòng, Cần Thơ, Đà
Nẵng, Huế)
AMBITIONAMBITION
 20% market
share counted
by the amount
consumed.
 Top-of-mind
for the most
preferred
brand on rice
production.
MARKETING PROBLEMMARKETING PROBLEM
 Develop product concept &
build brand positioning for
VINARICE.
 Develop a marketing launching
plan

4. 90%
10%
Vietnam Rice Market Share
Un-branded Rice
Branded-rice
350 kg/year/person BUT 90% still used
non-branded rice (IPSARD)
PROBLEMPROBLEM
There is no standard for the
quality of the un-branded
rice which consumed for
nearly 90% by Vietnamese.
There is no clue to ensure
about the hygiene &
sanitation , which cannot
ensure to protect the health
of the customers
BACKGROUND-Market OverviewBACKGROUND-Market Overview

5. -Financial Strength
-Distribution System
- Experience &
Knowledge about rice.
- Good relationship
with government &
farmers
-New brand , lack of
image .
-Influenced by Pioneers
-The increase in trend
of concern about
hygiene factors of
foods of Vietnamese
-Favor policies from
government on
agricultural industry
-Hard to change habit
on consuming rice of
Vietnamese
-Competition from
other brands.
Strength Weakness
Opportunities Threats
BACKGROUND-SWOTBACKGROUND-SWOT

6. Ngoc Dong
High
25.000/kg
Global GAP
Tu Quy Ong Tho
Medium
-High
17-21.000/kg
Hoa Lua
Medium
Hoa Sua
Organics
50-70.000/kg
Organic
High
25.000/kg
Global GAP Global GAP
High
19.000/kg
Compete for a small piece of rice market (10%)
Distributed mostly through MT
Do not have clear brand image
Compete for a small piece of rice market (10%)
Distributed mostly through MT
Do not have clear brand image
Key
product
Segment
Price
Key point
Weakness
BACKGROUND-CompetitorBACKGROUND-Competitor

7. CUSTOMER-SEGMENTATION
Segmentation based on :
+Attitude/Concern about Hygiene in
purchasing foods
+Level of feeling secured about un-
branded rice
Hygiene
Seeker
Hygiene
Seeker
WavererWaverer LoyaltyLoyalty
Do not feel secured about
the hygiene factor of un-
branded rice , having
purchased the branded rice
in MT channel
Do not feel secured about
the hygiene factor of un-
branded rice , having
purchased the branded rice
in MT channel
Be satisfied with the un-
branded, but sometimes
still questioning about the
quality, hygiene
Completely satisfied with
un-branded rice, and be
not eager to change.
Strictly follow
Be active in the market.
They proactively approach
information they need
when shopping. They
strictly care about the
healthy aspect of foods.
Be active in the market.
They proactively approach
information they need
when shopping. They
strictly care about the
healthy aspect of foods.
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are
affected by the information
given.
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are
affected by the information
given.
They put low involvement
in making shopping
decision. They are classic
customers. It’s not easy
for to change the
shopping behavior.
They put low involvement
in making shopping
decision. They are classic
customers. It’s not easy
for to change the
shopping behavior.
Education: 12+
Age: 25-35
Income: AB+
Education: 12+
Age: 25-35
Income: AB+
Education: 12+
Age: 25-41
Income: ABC+
Education: 12
Age: 37-45
Income: BC+
12.5%12.5% 55%55% 16%16%
Demographics
Shopping
behavior
description
Feeling secured
about un-
branded rice
Segment Size

8. We pick “Waverer” as
our CORE TARGET
We pick “Waverer” as
our CORE TARGET
Because :
+ Large size (>50%)
+Be not completely satisfied
with the current thing.
+Easily to switch and try
new things
We choose
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Profile:
+The buyer in
household
+Married
+ABC+
+25-41
+ In 6 cities
Profile:
+The buyer in
household
+Married
+ABC+
+25-41
+ In 6 cities
Attitude/Behavior to
Category:
+Satisfied with current
product (but not completely)
+ Comfortable with price
range (10.000-17.000)
+Easy to switch if suitable
+Familiar with TT (tradition)
Attitude/Behavior to
Category:
+Satisfied with current
product (but not completely)
+ Comfortable with price
range (10.000-17.000)
+Easy to switch if suitable
+Familiar with TT (tradition)
Shopping behavior
description:
Be influential in making
shopping decision. They do
not intensely put the high
involvement in daily
shopping . They are affected
by the information given.

9. Customer
Understanding
What they say ?What they say ?
“I am cared about
the cleanliness
and hygiene of
the FOODS I
choose for my
family. I AVOID to
buy the “vague-
origin” foods . ”
Why they say ?
“ Just because lots
of the cases of
food-poison, the
images of dirty
foods appeared
around their life”
What they do?What they do?
“They stick
into the habit
of buying un-
branded rice
on street ”
Why they do?Why they do?
“Because that
kind of rice causes
NO negative
effect on them by
years , and it
meets the
expectation of
feeling TASTY,
YUMMY in every
meal ”
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “
One point we found that : Most of customers especially the INITIAL trial, when
they switch to buy at a new street rice stall , they usually ask with the same
content : “ The origin of the rice they choose to use and how is it? “

10. What is their TENSION ?
They accepted that kind of rice as a final decision that it satisfied their need of
FEELING TASTY in every meal. However, they pursue for more . They also need
the FEELING SECURED on the foods I choose for my family to eat . I cannot
completely enjoy the food if I do not completely trust in it .
Customer
Understanding
What is their BARRIER?
I get familiar with the CONVINENCE ( near house, home call & delivery,
easily change..) of the street-store by years . It’s so difficult & inconvenient
for me to carry on a heavy package of rice from MT to house .

11. Customer
Understanding
INSIGHT
I hope there is something
that can satisfy my need of
FEELING TASTY and also
fulfilling my expectation of
FEELING SECURED , so that
my family can completely
enjoy our meal.

12. BRAND
IDEA
+Recently, the market of PESTICIDE, INSECTICIDE& ARGRICULTURAL CHEMICALS is
critically out of the control of the authoritative. It appeared with fake, un-branded or
made in china products in every where – from large wholesale to small retailors, stores.
+While over 92% the supply source for these product of Vietnamese farmer and some
brands are from outsiders (retailors, stores).
IDEA
VINARICE will research, experiment and
produce PESTICIDE,INSECTICIDE &
ARGRICULTURAL CHEMICALS by its own
Develop a 100% “Self-Contained” progress
of producing & processing rice.
A new and 1st DEFINITION about “Hygiene”
on rice, which become more persuasive

13. Brand Truth
Category
Truth
Consumer
Truth
I hope there is something that can not
only satisfy my need of FEELING TASTY
and also fulfilling my expectation of
FEELING SECURED , so that my family can
completely enjoy our meal.
Characteristics of
branded rice:
“Secured”
100% “Self-Contained” progress
Brand
Essence:
Brand
Essence:
“Give you the best
secured products !
BRAND
IDEA-
Positioning

14. BRAND
IDEA-
Positioning
TO WHOMTO WHOM WITH WHATWITH WHAT DIFFERIENTIATED BYDIFFERIENTIATED BY R2BR2B
-ABC+, 25-41,6 cities-ABC+, 25-41,6 cities
Inherent yummy
taste
&
“Give you the best
secured products”
*100% “Self-Contained”
progress
*Pioneer in Vietnam
when research,
experiment and
produce
PESTICIDE,INSECTICIDE
& ARGRICULTURAL
CHEMICALS by own
+Innovative
hi-tech,
advanced
equipment.
+Talented and
heart-warming
scientists,
researchers.

15. BRAND
IDEA-
Product
Our ProductOur Product
Keep the inherent
favorite taste of the
customer regionally . We
primarily develop
different product
portfolio for 2 main
region : North and South
” We launch our product
to provide for customer
with not only the delicious
tasty but also with the
best for health”.
Our CommitmentOur Commitment
 Pioneer in the market
for stating the new
“hygiene –definition”
certificate of “100%
“Self-Contained”
progress in the
product.
 Demonstrate
clearly the 100%
“Self-Contained”
progress
Meet the hygiene
standard on
chemical residue
limited level ,
humidity, purity and
consistency .
Our Package
 State the origin of the
rice input, nutrition
ingredients,
characteristics .
Package Size:
2kg,5kg,20kg

16. BRAND
IDEA-
Price
Price range :
17.000-
21.000/kg
Price range :
17.000-
21.000/kg

17. BRAND
IDEA-
Place
Key Point
We must develop “ Convenience”We must develop “ Convenience”
Distribution system
6 cities
+1 storage
house/city
Local Agency
+Manage local customer list
+Calls & Delivery
+Showroom/selling point
Local Agency
Market Intercept
+Selling points
+Approach & consult
Market Intercept
6 Cities6 Cities

18. LAUNCHING
PLAN
GET BYTOWHO
-ABC+,
25-41,
6 cities
50%
10%-20%
BE AWARE
TRY
VINARICE
COMMUNICATION
CAMPAIGN
THROUGH MEDIA
AND ON-GROUND
PLATFORM

19. KEY
POINT
INSIGHT
I hope there is something
that can satisfy my need of
FEELING TASTY and also
fulfilling my expectation of
FEELING SECURED , so that
my family can completely
enjoy our meal.
BARRIER
DRIVER
HESITATATION TO
CHANGE HABIT
BECAUSE OF
FEELING DOUBTFUL
ABOUT HYGIENE RICE
DEFINITION
THE ASTONISHED
REAL FACTS THEY
HAVE NOT
KNOWN

20. BIG IDEABIG IDEA
HAVE YOU
EVER
KNOWN ?
KEY IDEA: Communication
campaign demonstrates most
of astonished facts around
RICE ,which exist for times
BUT they didn’t know.
CONSUMER
TOUCH
POINT
TV
NEWS
PAPER
MARKET
CUSTOMER JOURNEY
OBJECTIVE
CUSTOMER JOURNEY
OBJECTIVE
Shocked
about
what they
are using
Shocked
about
what they
are using
Evaluate/
judge and
consider to
change
Evaluate/
judge and
consider to
change
Aware
ness
Aware
ness
ExperienceExperience TrialTrial

21. TRIGER EXPERIENCE AMPLIFY
KEY HOOK
OBJECTIVE-
MESSAGE
SUPPORTING
TATICS
Shocked at what they are
currently using, trigger
their feeling of
UNSECURED
Message: “Have you
known about what you
are using ?”
“Untold Stories”
TVC
Editorial
TV Reportage
Brand appears to deal
with their unsecured,
and turn it into SECURED
by FACTS about our
company.
Message: “ Have you
known about us ?.”
+“Sampling Tour”
+”TALKABLE RICE LANDS”
In-ground
TVC
PR
Amplify the result
PR
Social Seeding
DEPLOYMENT
PLAN

22. UNTOLD STORIES
A series of news, astonished
facts around Agricultural
Chemical, Pesticide, Insecticide
used for rice production .
Information Journey :
Shocking actual context in rice
production  Shocking Effect
on Health Shocking Fact that
the creator ( the farmer) afraid
to eat their rice , which is
grown by them.
Objective :
Try to trigger & escalate the
feeling UNSECURED about
current un-branded rice.
TRIGER

23. SAMPLING TOUR
We organize in-ground
activities at target’s
gathering places in 6 cities
where they can
experience 1st new
DEFINITION about
“Hygiene” on rice
SAMPLING TOUR
We organize in-ground
activities at target’s
gathering places in 6 cities
where they can
experience 1st new
DEFINITION about
“Hygiene” on rice
BRAND ROLE
Try to connect their
feeling unsecured to
our positioning that
“Give you the best
SECURED products” by
our differentiation.
BRAND ROLE
Try to connect their
feeling unsecured to
our positioning that
“Give you the best
SECURED products” by
our differentiation.
EXPERIENCE
OBJECTIVES
Be aware of our
brand
differentiation
Believe Get
Trial.
OBJECTIVES
Be aware of our
brand
differentiation
Believe Get
Trial.

24. TALKABLE RICE
-LANDS
We develop our
DIFFERENTIATION into
WORDS by ARTISTIC
PICTUREs on our farming
land
TALKABLE RICE
-LANDS
We develop our
DIFFERENTIATION into
WORDS by ARTISTIC
PICTUREs on our farming
land
“100% “Self-Contained” Progress”
“Best Secured Rice”
“1st rice producer
producing agricultural
chemicals by its own”
EXPERIENCE

25. THANK
YOU