Adopt Plastic Bottle & Strengthen USP
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Nielsen Case Competition - Healthy Drink
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Adopt Plastic Bottle & Strengthen USP
- 1. Team 5: Nguyen Huynh Son Mai Hong Ngoc Dang Lam Bich Ngoc Le Ngoc Anh Phuong Half Year REVIEW REPORT HEALTHY DRINK COMPANY Good Flavour Soya Milk
- 2. 2 Nielsen Case Competition Agenda Executive Insights Performance Review Detailed Analysis Recommendations Key Insights Volume Percentage Share Pack Type & Unique Selling Proposition Adopt Plastic Bottle & Strengthen USP
- 3. 3 Nielsen Case Competition Executive Insights Performance Review Detailed Analysis Recommendations How was the growing situation of Good Flavour Soya Milk in the first half of 2012? Key findings: • Performance review: LOW growth rate in volume share in some market channel • Pack Type: Ineffective pack type portfolio • Unique Selling Proposition: Only features, no clear benefits Recommendations: Adopt new pack type Strengthen USP
- 4. 4 Nielsen Case Competition Performance Review Executive Insights Detailed Analysis Recommendations 21.7 20.6 22.3 22.6 24.5 26.0 26.3 27.1 29.1 30.8 33.9 35.1 33.1 33.0 32.6 32.4 32.6 32.5 32.4 45.6 46.4 47.0 45.2 47.7 48.4 49.7 51.2 54.1 56.4 58.9 62.0 61.5 62.7 62.8 63.0 63.2 63.4 63.5 0.7 0.8 0.6 0.7 0.7 0.8 0.7 0.7 0.7 0.8 0.7 1.0 1.1 1.1 1.5 1.2 1.6 1.6 2.3 Healthy Drinks – Volume % Share in Total Market and Channels Total Market Grocery Café & Restaurant
- 5. 5 Nielsen Case Competition Performance Review Executive Insights Detailed Analysis Recommendations Manufacture – Vol % Share
- 6. 6 Nielsen Case Competition Performance Review Executive Insights Detailed Analysis Recommendations Manufacturer – Vol % Share in Grocery Channel Café & Restaurant channel
- 7. 7 Nielsen Case Competition Ineffective pack type portfolio Detailed AnalysisExecutive Insights Performance Review Recommendations USP Pack Type 60 61 62 60 61 62 61 61 60 60 59 60 59 57 55 54 55 51 48 40 39 38 40 39 38 39 39 40 40 41 40 41 43 45 46 45 49 52 Volume Contribution to Soya Milk category Traditional Grocery Café & Restaurant
- 8. 8 Nielsen Case Competition Ineffective pack type portfolio Period Jan – Dec 11 Jan 12 – Jul 12 Traditional Grocery 5% 4% Café & Restaurant 6% 11% Detailed AnalysisExecutive Insights Performance Review Recommendations USP Pack Type Soya milk – Average Volume growth rate People prefer using soya milk in restaurant and cafe to buying those from grocery.
- 9. 9 Nielsen Case Competition Consider PLASTIC + GLASS bottle Café and Restaurant Good Flavour Green Plastic Bottle Glass Bottle Fino Tetra Pack Carton Pack 4 12 70 14 76 24 27 39 6 28 Detailed AnalysisExecutive Insights Performance Review Recommendations USP Pack Type
- 10. 10 Nielsen Case Competition “True Soya Flavour” – Only features, no benefits Green 1 Green 2 Source: Euromonitor 2012 Green – Brand Portfolio Detailed AnalysisExecutive Insights Performance Review Recommendations USP Pack Type
- 11. 11 Nielsen Case Competition “True Soya Flavour” – Only features, no benefits Detailed AnalysisExecutive Insights Performance Review Recommendations USP Pack Type Healthy drinks have gained MORE ATTENTION from consumers
- 12. 12 Nielsen Case Competition • USP delivers high-ranking benefits from BUMO - Has better taste than others - Good for health E.g.: Vinasoy • Design more impressive and strong USP: RecommendationsExecutive Insights Performance Review Detailed Analysis Source: Vinasoy 2013 2010 2011 2012 Vinasoy market share Strengthen USP Adopt Plastic Bottle “True Soya Flavour” “Taste For Health
- 13. 13 Nielsen Case Competition 4 4 13 12 77 70 6 14 MAT LastYear MAT This Year Pack type – Volume Contribution – Café & Restaurant Carton Pack Fino Tetra Pack Glass Bottle Plastic Bottle JAN11 MAR11 MAY11 JUL11 SEP11 NOV11 JAN12 MAR12 MAY12 JUL12 Carbonated Soft Drink – Pack type Portfolio Can Glass Bottle Plastic Bottle RecommendationsExecutive Insights Performance Review Detailed Analysis Reasons: - Plastic bottle using trend in café & restaurant - Lower production cost in budget constraint Strengthen USP Adopt Plastic Bottle
- 14. 14 Nielsen Case Competition 4 4 13 12 77 70 6 14 MAT LastYear MAT This Year Pack type – Volume Contribution – Café & Restaurant Carton Pack Fino Tetra Pack Glass Bottle Plastic Bottle JAN11 MAR11 MAY11 JUL11 SEP11 NOV11 JAN12 MAR12 MAY12 JUL12 Energy Drink – Pack type Portfolio Can Glass Bottle Plastic Bottle RecommendationsExecutive Insights Performance Review Detailed Analysis Reasons: - Plastic bottle using trend in café & restaurant - Lower production cost in budget constraint Strengthen USP Adopt Plastic Bottle
- 15. 15 Nielsen Case Competition RecommendationsExecutive Insights Performance Review Detailed Analysis Total fee to invest in RGB producing machine in the first year : = RGB Producing machine cost + RGB Bottle Producing cost = 160 Bil VND + 2000VND x 22 mil bottle = 204Bil VND Total fee to invest in Plastic Bottle producing machine in the first year : = Plastic Bottle Producing machine cost + Plastic Bottle Producing cost = 90 Bil VND + 2200VND x 21 mil bottle = 136.2Bil VND Strengthen USP Adopt Plastic Bottle
- 16. 16 Nielsen Case Competition Reasons: - Plastic bottle using trend in café & restaurant - Lower production cost in budget constraint < Assuming that the useful life of the machine is 10 years Total producing cost of: 1 RGB Bottle = [(cost of RGB producing machine/10)/RGB Production capacity] + cost of producing 1 RGB bottle = (160 Bil VND/10)/22 mil + 2,000 VND = 2,727.27 VND 1 Plastic Bottle = [(cost of Plastic Bottle producing machine/10)/Plastic Bottle Production capacity] + cost of producing 1 RGB bottle = (90 Bil VND/10)/21 mil + 2,200 VND = 2,628.57VND RecommendationsExecutive Insights Performance Review Detailed Analysis Strengthen USP Adopt Plastic Bottle
- 17. 17 Nielsen Case Competition References • Nielsen Vietnam 2013, “The Nielsen Case Competition – 6th Edition - Preliminary Round Case Study”, Nielsen, viewed 24 September 2013. • Euromonitor 2012, ‘Soft drinks in Vietnam report’, Euromonitor 2012, viewed 31 October 2012,<http://www.euromonitor.com/soft-drinks-in- vietnam/report> • Ha Noi IEC 2010, Market research report on printing and packaging industry in Vietnam, viewed 31 October 2012, Ha Noi IEC 2010. • “Vinasoy Va Chien Luoc Dai Duong Xanh”, doanhnhansaigon.vn, viewed 25 April 2013, <http://www.doanhnhansaigon.vn/online/kinh- doanh/chuyen-lam-an/2013/04/1073311/vinasoy-va-chien-luoc-dai- duong-xanh/>
- 18. Team 5: Nguyen Huynh Son Mai Hong Ngoc Dang Lam Bich Ngoc Le Ngoc Anh Phuong Q&A
- 19. Team 5: Nguyen Huynh Son Mai Hong Ngoc Dang Lam Bich Ngoc Le Ngoc Anh Phuong THANK YOU!
- 20. APPRENDIX
- 21. 21 Nielsen Case Competition Environmental Problems: Healthy Drinks Recycled PET Plastic Factory Commitment Profit : money, gift, service PET plastic bottle Profit from PET bottle Provide data source of empty PET Bottle Provide used PET data of purchasing and output of recycled PET Bottle Café Restaurant