If I have 10 Billion, I would invest in Chicken Broth Product

Rationales:
- USP: Nutritious and Convenience. (Consumer-insight based, shop and go trend)
- The Market Size is big, as soup is a must have dish in Vietnamese meal. (Product can be cooked in creative ways)
- Not many competitors in this market at the present -> chance to become top of mind, market leader.
Market size

% have potential potential

%have demand
Age group Female demand for female Male male
for products
products customer customer

0-20 12000000 20% 2400000.00 12000000 20% 2400000

20-40 12000000 80% 9600000.00 12000000 40% 4800000
40-60 12000000 50% 6000000.00 12000000 30% 3600000
60-80 12000000 30% 3600000.00 12000000 20% 2400000
21600000.00 13200000 34800000.00 36%

Contribution By Channel TT: Leverage current Distribution channels

Rural Urban MT & On: Win new customers
TT 65% 15% 80%
MT 4% 10% 14%
On 1% 5% 6%
70% 30%
 Penetration Call to Trial Purchase
Communication & Media

Consumer Sampling at Mall, Mega

Mall,.. to demonstrate how product display ads focus on
Above the line
can be adapted to create creative, Attractive scheme,
tasty dishes, and offer consumer bundle
Display Ads, TVC product experience
SEO KOL
OOH Billboard
Display POSM in MT Urban. Product
Display Booth is designed in 3D product Display product at
shape form communicating product Offer trial price which saves 10.000
VNĐ when buying 2 products at a cashier counter to attract
benefit and call to trial: "Canh ngọt ngất time customer's intention and
ngây, 3 phút có ngay", "Bạn đã thử encourage buying while
chưa?",... waiting.
Bundle 1 product + 1 package of
prepared vegetable. Vegetable Incentives, reward for
Product tag/sticker is high-quality to package may vary by season to cashiers who meet sale
Below the line enhance premium characteristic of serve consumer health purpose: target in minimart chain
product, highlight key word "New", (Eg:Brassica juncea + ginger for (Bách Hóa Xanh, Vin
"Try now" so that customers are aware winter, bitter melon, seaweed for Mart) to encourage sales
that new products are now in market. summer)
Cascade Customer
Host sale brief to motivate sale force, loyalty Program
help sale team master product (discount, delivery
information to communicate product support)
benefit to retailers better.
2. If I was Milo MKT Head…
3 things to do
• Generate creative assets that customized for Affinity: travelers, food-lovers,
life-styles,…
• Taste buds- triggering videos to air in CVS, mini mart,…
• Feature Quang Hai who represents strength, activeness, youth in events,
activation.
3 things not to do:
• Don’t have campaign that attack Olvantin in return. Take legal action instead.
• Avoid direct competition from Olvantin (OOH Billboards placement)