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1. Engagement Proposal For
2. Agenda • What Consumers Get from Existing Market Offers • Understanding the Wine Consumers • Brand Assessment checklist • What are Nhan’s Deliverables? 2
3. Agenda • What Consumers Get from Existing Market Offers • Understanding the Wine Consumers • Brand Assessment checklist • What are Nhan’s Deliverables? 3
4. Cork & Bottle
5. MAD Wine Bar
6. Other Honorable Mentions The Refinery Known for: retro ambiance, a get away from Saigon, wine is a de facto drink in such ambience, getting mixed both Western and VN crowds Bootlegger Known for: getting wines from the source, building brand with a small pilot in D2 first then extending to D1, owner connection Bar a Vin Known for: rustic French theme, cheap offers on both wine and food, chill on terrace
7. From Consumers Reviews, What Needs have Existing Wine Venues Satisfied for Consumers? Cosy, chill (“ấm cúng, dễ thương”) A getaway from the norm (“quiet street, French rustic, bistro ambiance”, phong cách Đan mạch) Sensible Prices (“giá hợp lý”) Close friends / small groups (“bạn bè thân thiết / nhóm nhỏ”) Civilized (“Lịch sự”) Attentive Service (“Phục vụ chu đáo, thân thiện”) Comprehensive wine collection (“Vang đa dạng”) Base Enhanced Good Food (“món ăn ngon”) Need Priorities Spectrum
8. From Consumers Reviews, What Needs have Existing Wine Venues Satisfied for Consumers? Cosy, chill (“ấm cúng, dễ thương”) A getaway from the norm (“quiet street, French rustic, bistro ambiance”, phong cách Đan mạch) Sensible Prices (“giá hợp lý”) Close friends / small groups (“bạn bè thân thiết / nhóm nhỏ”) Civilized (“Lịch sự”) Attentive Service (“Phục vụ chu đáo, thân thiện”) Comprehensive wine collection (“Vang đa dạng”) Base Enhanced Good Food (“món ăn ngon”) Need Priorities Spectrum Opportunities to be meaningful and different in consumers’ minds Get the Basics Right By Segment Standards
9. Agenda • What Consumers Get from Existing Market Offers • Understanding the Wine Consumers • Brand Assessment checklist • What are Nhan’s Deliverables? 9
10. What Do Consumers Posts Say about Their Needs?
11. The Vietnamese Wine Consumer Profiles The Experts The Affluent, Well Traveled Consumers The Less Confident, Office Workers Profile Wine Importers, 10-20 years in the trade, key influencers, active in blog posts, seasoned business owners (cigar, whisky, wines) MNCs (spirits is a plus, agencies), business owners MNCs outside of F&B industries/agencies, emerging middle class Age Group / Time Exposure to Wine 45-65 10-20 years of exposure 30-45 5-10 years of exposure 25-45 1-2 years of exposure Context for Intro to Wine Lived abroad, closed connection to someone in the trade (spouse, close friends) Friends introduction, experienced while traveling Social/business dinners in multicultural settings Friends introduction, experienced through local themed bars Current Exposure to Wine Private hosted dinners at Home or High end Restaurants Home dinners, Night out (females) Occasional dinners following lead of others, home parties Venues for Occasions Quality food place to bring their own bottles (hand carried or retail price; key targets for wine shops) Park Hyatt, Quince Known restaurants: Quince, Mad Wine Bar, Octo Tapas Refinery, Cork and Bottles
12. Agenda • What Consumers Get from Existing Market Offers • Understanding the Wine Consumers • Brand Assessment checklist • What are Nhan’s Deliverables? 12
13. Brand Assessment Check List 1. What Conclusions can you Draw about Wine Consumers Profiles and Their Needs? 2. Out of the Above Consumer profiles, Who will we try to Target? 3. What is our brand purpose? Is this Purpose matching what the Target Consumers need? 3. Is our Offer/Product ready to prove Worth to Consumers? Pricing Food Service Ambience 4. Is our Communication Plan showing what we need to be showcasing?
14. Agenda • What Consumers Get from Existing Market Offers • Understanding the Wine Consumers • Brand Assessment checklist • What are Nhan’s Deliverables? 14
15. What Are Nhan’s Deliverables? 1. Brand Strategy: Work with PACC on • Complete Brand Diagnostic Assessment and form Brand Strategic Positioning • Deep dive in Target Consumers’ Needs • Competitors’ Analysis: The What was shared; next step is the How: what we can implement from their experience, what can we do better? • Review Offers and Directional Change Proposal to drive Meaning and Difference Timeline: 15 days Sample Brand’s Value Positioning
16. What Are Nhan’s Deliverables? 2. Implementation: • Brand: Based on above Offers, Decide on Equity-Focused Key Communication messages • Brand: Build Social Media content calendar with strategic pillars, themes, frequency for an inviting brand presence (Production excluded) • Offer Execution: Wine Selection Review (offer/pricing), Food direction, Ambience direction (optional) • Trade: Test 2 Campaigns with 2 objectives: Traffic Driving (# of visitors) and Worth Driving • Standard Service Guideline: Define Standard wine knowledge and service guideline in conjunction to suppliers training. Timeline: 45 days
18. Engagement Proposal Deliverables Scope Estimate Hours Total Brand Strategic Positioning As per previous page 20 hours 20,000,000VND Social media Implementation As per previous page + full year plan 20 hours 20,000,000VND Trade Implementation 2 campaigns / 2 month total 20 hours 20,000,000VND Standard Service Guideline Service/wine knowledge training 20 hours 20,000,000VND Offer Execution • Pricing • Offers • Ambience As specified after findings TBD per scope TBD
19. Thank You