4. 80% people assume that cooked rice having a
good aroma is high quality rice.
Aroma is the “top of mind” criteria for
evaluating the quality of rice
SO
WE CHOOSE AS KEY CATEGORY DRIVERAROMA
But the weakness of this driver is that:
• Not many consumer can describe exactly the aroma of rice
• Some consumer assume that aroma of rice is originated from chemical
6. THE FRAGRANT RICE WITH NATURAL AND SPECIFIC
AROMA.
Aroma is made by
100% natural
components without
chemical
components, which is
still remain in cooked
rice.
Favorite flavors of
Vietnamese people
from lotus petals
(cánh sen), pineapple
leaves (lá dứa), and
Jasmine flowers (hoa
lài),
Specific
aroma
Natural
aroma
PRODUCT
TRUTH
AROVIET RICE
The product is a combination of rice and
aroma ingredient.
7. To be selected from
the fresh Jasmine
rice varieties,
undergo processes
of modern
integrated
production
preserving the
specific aroma of
rice varieties
To be selected from
the fresh rice varieties,
and through the
production process of
modern self-
contained, white rice
will be brewed in fresh
lotus leaf from Tay Ho
Lake and will be
packed with natural
fragrance keeping
technology.
Selected from rice
varieties of fresh,
undergo processes of
modern integrated
production, white
rice will be brewed in
fresh pineapple stems
of the West and will
be packed with
natural fragrance
technology.
BRANDED PORTFOLIO
Gạo Cánh Sen
Dẻo mềm thơm Sen
Gạo Hoa Lài
Dẻo mềm thơm Lài
Gạo Lá Dứa
Dẻo vừa thơm Dứa
Urban, Female 25-45,
Class: A+
Highly Involved
Gourmet
Urban, Female 25-45, Class: BC+
Price conscious but also want to have a
quality meal
WHO
WHAT
HOW
8. U&A to Meal time
Usage: Using the best ingredients which match the
taste of family members to cook.
Attitude: Enjoy meal time with family
and always want to make perfect meals for family
Profile
Urban, Female 24-
45, Class AB+,
Family shopper
Life concern and habit
Family is always biggest concern.
To show her love by caring and sharing
WHO IS
TARGET
9. CONSUMER
UNDERSTANDING
Moment
of truth
And a rice bowl full of a
favorite aroma is a key
factor to enhance the
quality of meal, which help
increase the appetite so
that family members can
truly enjoy meal as well as
family bonding moment
Making a quality meal for
my family is my desire
everyday.
10. Only the rice with natural and specific aroma can
enhance the quality of the meal
Enhance appetite
Meal enjoyment
Enhance family
atmosphere
Enjoyment of
bonding moments
Can
AROVIET rice
satisfy this
truth?
11. Rational benefit:
Enhance
appetite for
meal enjoyment
Emotional
benefit: Enhance
family
atmosphere for
enjoyment of
bonding moment
- Urban, Female
24-45, Class
AB+, Family
shopper
- Family is
always biggest
concern.
- To show her
love by caring
and sharing
Only the rice
with natural
and specific
aroma can
enhance the
quality of the
meal
- Aroma is made by
100% natural
components without
chemical components,
which is still remain in
cooked rice.
- Favorite flavors of
Vietnamese people
from lotus petals (cánh
sen), pineapple leaves
(lá dứa), and Jasmine
flowers (hoa lài),
Reason
to
believe
Differenti-
ate from
To
Whom
Provide
what
need
BRAND POSITIONING STATEMENT
12. Category
Truth
Aroma is the
“top of mind”
criteria for
evaluating the
quality of rice
Product Truth
Only the rice with
natural and
specific aroma
can enhance the
quality of the
meal
BRAND
IDEATION
BRAND
ESSENCE
The aroma to
enhance your
enjoyment
Consumer Truth
Making a quality meal for my
family is my desire everyday.
And a rice bowl full of a
favorite aroma is a key factor
to enhance the quality of
meal, which help increase the
appetite so that family
members can truly enjoy meal
as well as family bonding
moment
13. A FRAGRANT RICE
WITH NATURAL
AND SPECIFIC
AROMA.
Doing marketing & communicate to
the shoppers and their family members.
Offer appealing sampling journey and
packaging to attract them trial.
Offer many promotion package to
motivate consumers to purchase and
re-purchase.
Optimize the products to expand the
portfolio, encouraging more and more
people to join & the VINARICE to
corporate in the long run
Pay attention to cooperate PR
Selling 2-5kg packages in grocery
stores linked with FMCG.
Building our retailers to sell full
packages.
Setting up a private shelf for AROVIET
rice in Co.op mart and Big C
supermarkets.
Gạo cánh sen: high
price 25 000/kg
Gạo Lá Dứa và Hoa
Lài: Medium price 17
000/kg
PRODUCT
PROMOTION
PLACEPRICE
14. Carton package
Quantity: 2kg - 5kg - 10kg
Product line:
"Gạo cánh sen - Nở mềm thơm sen" in carton
box.
"Gạo lá dứa - Nở mềm thơm dứa" in plastic bag.
"Gạo hoa lài - Nở mềm thơm lài" in plastic bag.
Brand: AROVIET - Natural and Specific Aroma -
High quality
Technology: Using technology to preserve the
natural and specific aroma
"Sản phẩm đạt tiêu chuẩn chất lượng vệ sinh
an toàn thực phẩm"
AROVIET with aroma from
100% natural components
chosen from various
favorite flavours of the
Vietnamese will enhance
the quality and enjoyment
of your family meal.
PACKAGING PROPOSITION
16. LAUNCHING
PLAN
OBJECTIVE
Launching triad of products to
attract 5% users in GT
TARGET
Profile
Urban, Female 25-45, Class AB+,
Family shopper.
Highly involved gourmet
CAMPAIGN
BIG IDEA
Three aromatic members of
happy family
(products are personified as a family
members)
17. AWARENESS SAMPLING PURCHASE POST-PURCHASE
Timeline 6 months 2 months 2 months 2 months
Objective
Raise awareness
of AROVIET Brand
and its products
Let consumers
experience by
using sampling
Motivate to make
buying decision
Enhance brand
images and build
brand loyalty
Key
message
AROVIET brings 3
types of natural
rice, each of
which has specific
aroma which
ensure a quality
and enjoyable
meal time.
Try and feel a
quality and
enjoyable
meal time with
your family
with AROVIET.
AROVIET brings 3 types
of natural rice, each of
which has specific
aroma which ensure a
quality and enjoyable
meal time.
AROVIET is the
right choice for a
quality and
enjoyable meal
time.
Key hook TVC
SAMPLING
JOURNEY
PROMOTION
CONSUMER
SERVICE
Supporting
Tactics
TVC, TV Sponsor,
PR
PR, TVC In-store activities, PR
PR, In-store
activities
Budget 50 millions 10 millions 30 millions 10 millions
Evaluation
Research Agency,
Trial Volume, Sales
Trial Volume,
Research
Agency
Sales
Repurchasing-
Numbers,
Research
Agency
18. Message: AROVIET brings
3 types of natural rice,
each of which has
specific aroma which
ensure the quality and
enjoyment of meal time.
TVC
Supportive Tactics: TV sponsor “Món ngon Việt Nam”, Clip production process,
Endorse by top celebrities: Quyền Linh, Ốc Thanh Vân, PR
Moments: Dinning time,
“In the past, it took my Mom a lot
of effort to prepare a quality meal
for us by cooking rice with lotus
and pineapple leaves”
“Nowadays, I can prepare a
quality meal more easily for my
family enjoyment with AROVIET”
19. Place: Residential
areas at 6 key
cities
Time: Dinning time
Supportive Tactics: PR, Words of Mouth
Content: We will use the “Truck of
Aroma” to cook a meal with our Rice for
selective families then invite all of the
family members to enjoy the meal in our
Truck, take a picture with them and give
them a free 2kg rice package.
Introducing our production process for
them.
SAMPLING
JOURNEY
TRUCK OF AROMA
20. If consumers buy over
5kgs, consumers will
be given a household
items and a lucky
draw.
Supportive Tactics: PR, Digital, In-store activities
Apply for member card to get
more benefits.
If consumers accumulate
enough packages, we will give
them special gifts: Apron, Rice
Buckets,..
PROMOTION
MEMBER CARD
CUSTOMER
SERVICES
21. It is not just aromatic rice
It is a Vietnamese unique aromatic rice
Coming to life from the careful-chosen varieties
which has their own unique Vietnamese Aroma.
THANK YOU !!!
