Final assignment – Individual work

CAN WE DISRUPT THE INFERIOR

VIEW ON VIETNAMESE FRUITS
FROM A DISRUPTIVE VIETNAMESE
FRUIT-BASED BRAND?
Shared by Dzinh
One-sentence Brief
TO UTILIZE VIETNAMESE FRUITS TOWARDS
DOMESTIC MARKET, OUR TASK IS TO DEFINE
POSITIONING & MARKETING STRATEGY FOR
‘WE’ PORTFOLIO – WE REAL, WE LOVE & WE JOY
 Room-to-win for WeJuice
WHAT-IF WE CHALLENGE THE ‘CLEANESS’ OF
THE WHOLE JUICE CATEGORY IN VIETNAM?
PRICE

Boutique Juice Room for WeReal

Regime-driven strategy with
What if we offer a tech- Boutique Juice
based purest option of Regime-driven strategy with minimal
minimal scale and less juice with no added
scientific benchmark on scale and less scientific benchmark on
water or excessive
quality and ingredients quality and ingredients
factors?

Fruit Juice Room for WeLove

High juice content (>25%) with What if we offer on-the-go
option with higher juice
added water (concentration
content yet no added sugar Manual-Processing Juice
technology)
or excessive factors? Manual juice processing from street vendors or
coffee/ restaurants or even home-made is
often impacted with added sugar, excessive
Juice Drink
factors and uncertain sources
Low juice content (<25%) with
added sugar and excessive
factors for refreshing on-the-
go purpose

PACKAGED JUICE FRESHLY MADE JUICE

Convenient-driven Freshness-driven
 Room-to-win for WeJoy Market Trend
THE SAME ‘CLEAN’ OPPORTUNITY WHILE BACK-TO-NATURALNESS
GOES FOR DRIED FRUITS IS THE RISING TREND
3 out of top 5 expectations on healthy products are about
eliminating excessive factors and elevating natural ones

BACK TO Respondents expect real and natural

Dried Fruits
BASICS features in products: color, fragrance,
Dried fruits deliver a healthy way for
snacking yet still contain notable added 72% taste, sugar, etc.
sugar that can impact consumer health

NATURAL
Respondents expect clean, unharmful, ORIGIN
natural, or even organic origin
46%

Room for WeJoy LESS IS Respondents expect elimination of

What if we offer a clean (sugar- MORE excessive and harm-to-health ingredients
free) dried fruit option for a better 39% (less/ no sugar, preservatives, calories, etc.)
healthy snacking?

Demystify Health & Wellness in Vietnam – Kantar Millward Brown

 Brand Right-to-win
THE CLEAN & INNOVATIVE WAY IN SOURCING
AND PROCESSING FRUITS

CLEAN & INNOVATIVE

PROCESSING
ENSURE THE Innovative and standardized
CLEAN mixology/ formulas that
QUALITY eliminate the impacts from
SOURCING
GOODNESS harmful and excessive factors
Partnership with farmers
and strict selection on FROM
local ingredients with high
quality and standard
VIETNAMESE CLEAN
FRUITS END-PRODUCTS
Dilution-free juice and dried fruits (no
sugar, preservatives, artificial colors to
the purest+ clean source of fruits)

To-win Strategy
OFFERING THE MORE QUALITY AND DILUTION-FREE
OPTIONS FROM VIETNAMESE FRUITS FOR VIETNAMESE
 WE TARGET THOSE WHO ARE MORE
COMMITED TO THEIR HEALTH & WELLNESS

their commitment to health

The 2 segments following
PROGRESSIVE HEALTHY WANNABES HEALTHY & BEAUTY ENTHUSIASTS

‘I seek for healthier, more progressive ‘I seek for high-quality and

and upgraded options for my daily uncompromised options that can
healthy intake, particularly less sugar, no sharply elevate my critical health or
harmful factors, etc.’ fitness state.’

18 – 28 y.o 25 – 40 y.o
Key cities / Educated / ABC+ Key cities / Educated / AB+

Room for We Love and We Joy Room for We Real

 AND TAP INTO THEIR INFERIOR & NEGATIVE
VIEW ON VIETNAMESE FRUIT-BASED PRODUCTS

Diluted Sourcing Diluted Processing

They are afraid or doubtful on
the source of fruits that can be
diluted with harmful or low-
quality factors
They are afraid on the way the
content and goodness of fruits
can be diluted by excessive or
harmful factors like sugar,
preservatives, water, etc.

The Tension
The dilution in sourcing and processing makes current fruit-based products in Vietnam
more inferior and down-grade in the eyes of those committed to health & wellness,
as their health can also be diluted by such dilution
 Masterbrand Essence

UP-LIFT VIETNAMESE HEALTHY LIFESTYLE

FROM THE CLEAN GOODNESS OF VIETNAMESE FRUITS
With the uncompromising WE portfolio from the clean goodness of Vietnamese fruits,
we aim to disrupt such inferior.
There would be less obsession on Vietnamese fruit-based products. There would only be the mind-free and
positivity in the way Vietnamese can use their own juices and dried fruits to enrich their healthy lifestyle.
Proposition: The clean goodness from Vietnamese fruits for better Vietnamese healthy lifestyle
 Brand House
UP-LIFT VIETNAMESE HEALTHY LIFESTYLE
BRAND HOUSE FROM THE CLEAN GOODNESS OF VIETNAMESE FRUITS

We Love We Joy
We Real

Target Healthy & Beauty Enthusiast Progressive Healthy Wannabes

A high-quality and dilution-free A cleaner and quality alternative

Need option to enhance or support for manually made juice &
A cleaner (sugar-free) dried fruits
as a more quality healthy snack
health & fitness state packaged juice drink

Purest (Cleanest) juice option for Cleaner and healthier juice option Clean dried fruit for daily healthy
Offer high-quality healthy intake for daily healthy intake intake

The purest juice for your best The clean juice for your better The clean fruit-snack for your
Proposition health state healthy state everyday better healthy state everyday
 Channeling Strategy
WE SEPARATE PORTFOLIO INTO
MASS & SPECIALIZED ACCESSIBILITY
Mass Specialized

Target Office workers at urban areas Health & fitness performers/ enthusiasts

Occasion Daily healthy intake Health & fitness routine/ regime

Commercial Primary: CVS High-quality health & fitness spots (Gyms,

Channel Secondary: Ecommerce | Food Delivery restaurants, spas, etc.)

Branding Flagship stores as travel destinations, located at famous farms, to exhibit the clean sourcing and
Channel processing of the brand

Partner with remarkable icons of progressive

and healthy & wellbeing lifestyle:
Top-notch resorts, spa & gyms, retreat
tourism, health-centric eatery, etc.
FIRST-YEAR STRATEGY
Objective
To raise awareness and generate trials for WE portfolio (pilot WeReal & WeLove)

Trade Strategy
Brand Strategy To push trials through sampling at right time and place

To educate progressive young jobbers on the role of
clean fruit-based products towards their desirable
healthy and balance lifestyle
Sampling WeReal at high-quality health & fitness spots
(Partner with California, yoga classes, spa, etc.)
Sampling WeLove & WeJoy in CVS/ Office building/
Food delivery

Support with tactical ads

THANK YOU
Not just for today comments
But also for 10-month enlightenment