HOW TO CAPTURE MODERN TRADEPOTENTIAL What is the big picture of MT in terms of category and competitive landscape? What is the ideal detailed action plan for Yoji in this channel? YOJI is 2nd biggest player in Liquid Milkcategory, mainly focus on TT. However, it is crucial for Yoji to capture the growth of MT. CHANNEL OVERVIEW COMPETITVE LANDSCAPE COMPANY PERFORMANCE ACTION PLAN AGENDA
EXECUTIVESUMMARY Focus on supermarket with their high coverage DISTRIBUTION ENHANCEMENT LAUNCH PREMIUM PRODUCT PRODUCT PORTLIO OPTIMIZATION Organic products with small size, PLBT package promoted by organic awareness increase and consumer engagement plan Keep growing SKUs Withdraw SKUs with low contribution and losing shares Organic products with small size
THOUGH SMALL, MT IS INCREASING RAPIDLY Source: Nielsen infographics –What’s next in Vietnam CHANNEL OVERVIEW FMCG in Vietnam 2018: value % share of trade 17 TT MT 83 4.272 4.272 4.272 + 4.272% MT stores Number of Number of in Vietnam super/hyper- small format market stores Store growth Apr 2018 vs.YA VIETNAM
MT IS INCREASINGLY IMPORTANT FOR LIQUID MILK Source: Nielsen Case Dataset CHANNEL OVERVIEW 23% 77% LIQUID MILK CATEGORY: Value %share of trade 4,535 4,841 LIQUID MILK CATEGORY: Value sales of MT (Bil VND) MT TT Modern trade has small contribution to total sales of liquidmilk… 2016 2017 … but this channel enjoys heathy growth. LIQUID MILK CATEGORY
4% 10% 0% 2% 4% 5% 6% 8% 10% 12% PLBT TFA Carton Growth of sales perpackage type Sales per base size Source: Nielsen Case Dataset 12% 1000g With 60% sales, sweetened is the most familiar flavor Preference towards middle-sized products COMPETITIVE LANDSCAPE MT CONSUMER HAS PARTICULAR PRODUCT PREFERENCE PLBT package are preferred In terms of flavor… With 30% growth in sales, less sugar, vanilla & chocolate is increasingly popular. 18% 1% 220g – 235g 110g – 180g
COMPANY PERFORMANCE DIFFERENT PERFORMANCE AMONG DIFFERENT BRANDS Source: Nielsen Case Dataset BRAND FLAVOR PACKAGE SIZE GROWT H RATE CONTRIBUTION TO SALES STAR Sweetened TFA 220 56% 23% SMARTMILK Sweetened Carton 110 6% 5% STAR Sweetened Carton 180 -6% 34% SMARTMILK Sweetened Carton 170 -6% 19% STAR Strawberry Carton 180 -24% 11% STAR Sweetened Carton 110 -16% 8% Keep developing SKUs that isgrowing. Modify SKUs that has large contribution but not growing. Withdraw SKUs that has small distribution and losing fast.
RECOMMENDATION ISSUE SOLUTION Decreasing distribution Low value SPPD Distribution enhancement Launch Premium Product Portfolio Optimization Focus on supermarket with high coverage Keep growing SKUs Remove low contributio n & losing sales SKUs 6P strategy that fitsMT’s unique characteristics Modify high contributio n & losing sales SKUs
DISTRIBUTION ENHANCEMENT Source: Euromonitor –Drinking Milk Products in Vietnam Nielsen Case Data Set - Modern TradeLandscape Super market Feb 18 VinMart 119 Co.op Mart 95 BigC 35 AeonCitimart 20 Lan ChiMart 22 Muong Thanh Mart 21 Mega Market 19 Auchan 17 Liquid milkcategory - MT: % value share of tradeby store format 14.7% 85.3% Hypermarket &Supermarket Convenience Store Number of supermarket FOCUS ON SUPERMARKETS WITH HIGH COVERAGE *Fivimart acquired byVinmart
6Ps Source: Nielsen Case Dataset 74 22 3 87 12 2 Agree Neutral Disagree “Organic Liquid Milk is a new consumption trend” -> Launch organic products for premium segments PRODUCT PROMOTION PLACE PRICE PREPOSITION PACKAGING Organic and premium goestogether “I am willing to buy in a high-quality shops with higher price to ensure good food for family” Less sugar is the favorable flavor of organic milk PLBT is the favorite package -> choose PLBT Favorite size: Middle Size 220ml for Yoji’s new premium products As responsive to MT trend in category (type,package)
6Ps Source: Nielsen Case Dataset PRODUCT PROMOTION PLACE PRICE PREPOSITION PACKAGING Sweetened â 2% á 25% Other flavor Change in sales of small-sized carton SKUs 2 needs modifying SKUs: Star & Smartmilk small-sized carton sweetened milk. Change their flavor into Less sugar as responsive to the trend in MT.
6Ps Source: Nielsen Case Dataset PROMOTION PLACE PRICE PREPOSITION “Family Health is my top concern” 66% 65% 27% Word of Mouth Public In store Online PACKAGING PRODUCT Objectives Brand Awareness & Consumer Engagement Key message Yoji Organic – Treasure your family health Channel Word of mouth, Public, Online, In store marketing – theeffective channel for brand awareness increase Top sources of information 88%
WORD OF MOUTH PUBLIC IN STORE Advertising: TVC, sponsorship for health TV shows PR: in and Coverage health lifestyle magazines Display: Visibility, Availability Attractiven ess PG Healthy and organic food consumption community led by KOLs (Hana Giang Anh, Châu Bùi, Đào Chi Anh..) Set partnership with hospitals, schools, health centers, local unions DIGITAL Informative and interactive Facebook page, Website Seeding forum, Blog, Facebook groups about health TRIAL Brand Activation Sampling in premium outlets 6Ps PROMOTION PLACE PRICE PREPOSITION PACKAGING PRODUCT
ACTION PLAN YEAR 1 YEAR 2 YEAR 3 DISTRIBUTION ENHANCEMENT PREMIUM PRODUCTS LAUCHING PORTFOLIO OPTIMIZAION Penetrate all important supermarkets Boost sales in supermarkets with high value sales changes Raise organic awareness by healthy community, formation led by KOLS, interactive page& websites, forum, facebook group hosting Sales boosting by advertising, media coverage, in store marketing, trial increase Maintaining the growth by strengthening in store marketing, focusing digital MKT, set partnerships with local unions Modifying SKU Starmilk Sweetened Carton 180ml , decrease the distribution of Star Strawberry and Star Sweetened 180ml Withdraw SKU Star Strawberry and Star Sweetened 180ml
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