ELITE 8 GROUP 2

FINAL GRANDCASE PHÚC NGUYÊN, NGUYỆT HÀ, THÀNH ĐẠT, THANH THÂU, MAI LINH, HÀ LINH

The answer
 Agenda

01. 02.
STRATEGIC PRODUCT
BREAKDOWN LED

03. 04.
STORY 6P
LED TRANSLATION
 Strategic
breakdown
Business objectives?
Business approach?
Strategic thinkbox?

01
Strategy breakdown
Brand vision
Number 1 player in RTE meal category,
leading in 6 key cities

Business objective
Growing SG Food RTE business from
1M to 4M by 2024

Marketing JTBD

Debrief
(1) (2) (3)
Crafting out a winning Changing current Translating the
proposition for SG Food perception of brand proposition
vs other convenient consumer into Marketing 6P
Vision, Business Objective, food solutions towards RTE meal
Marketing JTBD
Business Priority

RTE Meal RTE Porridge Processed & Frozen Sauce & Spice
Business Business Food Business Business

High winability thanks to the Market leader of the sub-category Difficult to compete due to big Difficult to compete due to big
shiftment of consumers to players in the market players in the market
convenient food solutions. Contributing 30% to annual (CJ, CP…) (Massan, Knorr…)
revenue
Food deli & Take-away food are
yet to fully capture this
movement

Room to deliver Keep the

Low winability, focus later
business result momentum
 Business Approach
Sharing the same point of parity as convenience, while Food delivery services could not fully capture
consumers movement. It is the opportunity for SG FOOD to growth beyond and expand RTE meal
market size by converting 0.6% share of food delivery market by 2024.

SOURCE OF GROWTH
Approach 01: Play within Approach 02: Go beyond and FOR SG FOOD

RTE meal market expand the RTE meal market

Competing vs other RTE meal brands Competing vs other convenient food solutions
(CJ Cầu Tre, MVP, Vissan, etc.) (Food delivery, Take-away food)

RTE market: $ 5.24M (by 2024) Food delivery market: $ 506M (by 2024)
CAGR: 5.29% /year CAGR: 28.5% /year

Business JTBD: Business JTBD:

Growing from 1M to $4M(*) for RTE meal business (by 2024) Growing from 1M to $4M(*) for RTE meal business (by 2024)
Acquire 50% share of RTE market (moving from 25% - 75%) Acquire 0.6% share of Food deli market

How could we change the game

* Hypothesis: 4M is an estimated goal to win versus other food delivery solutions?
market leader position (cover 75-80% share)
Strategic Thinkbox
Reviewing strategic questions to define game plan for Saigon Food RTE

(1) Brand’s
core strength
What is our brand’s core strength?

(3) Strategic Thinkbox (2)

Competitive Consumer
situation situation
Movement of the market & What is the segment we
How consumers perceived our choose to play in?
brand vs competitors?
 Core strength defining model

Highly
Convenient competitive Product
Key driver in RTE market. Product is core, especially in
The primary reason for which Medium food industry. Focus on R&D
consumers step into the while communicating
category benefits, features and claim
Low what makes brand better

Price Story
Is it reasonable with our What is our story and purpose
brand story & product which set us apart?
quality?
 Convenient
Key driver in RTE market.
The primary reason for which
consumers step into the
category

Price Not the

landing
Is it reasonable with our
brand story & product
quality?

points
 Comparing with on-cate and off-cate competitors
in price index based on an adult meal We already own a competitive price to
claim a “value for money” meal vs food
delivery. However 75% consumers are
Ready to eat Ready to cook Food delivery Take-away
willing to spend more on better food

Price is not the top

CP MVP
Đồng
Xanh
Gà 3F
Cơm tấm
delivery
Hủ tiếu priority for consumer
in term of food
60K
Đồng
Sông Hương Gà 3F
Xanh
Cơm tấm
50K delivery
Hủ tiếu
Willing
Unwilling

Đồng
40K Xanh
Gà 3F

30K SG Food Cháo/so

Bánh mì
up

Cháo/so
20K SG Food up

Willingness to spend more

10K CJ Cầu Tre Bánh mì for good food

(*) According to Britcharm Vietnam 2020

 Product
Product is core, especially in
food industry. Focus on R&D
while communicating
benefits, features and claim
what makes brand better

The Story

Oppor What is our story and purpose

which set us apart?

tunity
Product led Sweet spot Story led
Communicating benefits, features, and
claim what makes brand better
Combination Focus on building a brand idea that
connects quickly and emotionally
opportunity with target segmentation:

Strategic questions: Strategic questions:

As a new brand, Saigon Food has to prove
(1) How consumers perceive RTE the product's benefits by building a (1) What is the segment we choose
category versus other food solutions? meaningful and ownable brand story. to play in?
Room-to-win? (2) Which story matter the most to
(2) Which occasions we need to focus? them and how we could leverage?
 Product led
(1) How consumers perceive RTE category
versus other food solutions? Room-to-win?
(2) Which occasions we need to focus?

02
Product led

Convenient

…but low perceived

benefits

Preservative

RTE Meal
/chứa chất bảo quản/

Not fresh

under the
/không tươi/

Unhealthy

consumer lens
/không tốt cho sức khoẻ/
Mapping with other food solutions
In order to convince consumers, SG Food have to find a way to prove that our RTE meal is
not only convenient as food delivery but also brings similar benefit of a home-cooked meal

Losing Winning
Zone Home meal Zone

Ready RTE Meal

to cook

Food delivery/
Take-away food Conve-
nience

RTE Meal

Dumb Dumb
Zone Zone

How motivated are consumers

by your benefit?
Product led

Out of home occasion

¾
Vietnamese visit
breakfast outlet 3-7
times per week
58% Order
delivery

Break-
fast Lunch

Snack- Dinner
ing

Not SG Food strength

36% Order
delivery

THE OPPORTUNITY
51% Go for junk food

Main courses which’s not SG

Food advantage Huge playground which
food delivery cannot
43%
are the focus
Viet millennials
choose food take over entirely
delivery

Lunch + Dinner
Product led
Strategy to win
Proving SG Food RTE meal is a
convenient solution for main
course which benefit is similar
to a home-cooked meal
Story led
Focus on building a brand idea that
connects quickly and emotionally
with target segmentation:
Strategic questions:
(1) What is the segment we choose
to play in?
(2) Which story matter the most to
them and how we could leverage?
 Story led
(1) What is the segment we choose to play in?
(2) Which story matter the most to them and
how we could leverage?

03
Segmentation
Meeting at “Convenience”, Saigon Food RTE Meal is the perfect fit
for those who prioritize convenient food

Segmentation Food connoisseurs Home meal preparers Kitchen Evaders Seeking grazers
(26%) (25%) (26%) (32%)
Foodaholic Sense of caring/ Carefree, stay away Convenient is their
Health-conscious from kitchen saviour to busy life

Top driver Eating experience Healthy Convenience

Current food Home cook meal/ Food delivery/ Food delivery/

Eat out/ Restaurant
solutions Ready - to - cook Take away Food Take away Food

Right to win Low winability Potential segmentation

(Seeking for food experience with
various choices, low loyalty since
they crave for street outlets)
(Care about health, fresh cooking but
they would like to prepare everything
on their own for the best quality)
Room to win
Convenience seeker
Story led
Who are they
Young millennials (18– 35)
Urbanities
Income BC+

Looking for
convenient solutions
They have a busy life which forces them to choose
convenience food solution over home meal

Convenience …But deep inside,

seeker they crave for a
home-cooked meal
zoom-in
Story led …But unable to
sacrifice convenience

The dilemma
The more convenient the meal, the less it has a
sense of a home-cooked meal

Convenience What they

Craving for the

an
level want

kc
oo
isfy lf-c
wholesomeness
“I desire a wholesome meal”

sat ly se
Desire

On
of home meal… “I want to have good food”

r e
Want (Good = Fresh,

off
Healthy, Tasty)

dc /
an
foo ivery
Wholesome

l
aw d de
(1) Completion in ingredients/dishes:

ay
o
Tinh bột + Thịt/Cá + Rau; Cơm + Canh + Mặn

Ta E/Fo
Need “I need food to eat”

ke
RT
(2) Sense: Warmth
Story led – Consumer Understanding

The Insight
In a hectic life, I crave for a sense of home meal
without having long preparation but the most
convenient meal normally doesn’t go with sense
of a home meal at all
Product led Story led
Strategy to win Strategy to win

Proving SG Food RTE meal is a Being relevant with consumers

convenient solution for main by tapping into the dilemma of
course which benefit is similar seeking convenience then
to a home-cooked meal sacrificing sense of home meal
Product led Brand proposition Story led
Strategy to win
Instant Strategy to win

Proving SG Food RTE meal is a

convenient solution for main
course which benefit is similar
to a home-cooked meal
wholesome meal Being relevant with
consumers by tapping into
the dilemma of seeking
which brings a sense of home meal convenience then sacrificing
sense of home meal

Reason – to - believe

(1) IQF technology (2) Aluminum four-layer

(Individual Quick Frozen) packaging (retort technology)
Retaining freshness like Long preservation - highly convenient
newly cooked at home but still keep the meal wholesome
 6P
TRANSLATION
How to translate from proposition to

04
Marketing 6P?
 6P Summary
PROPOSITION

PLATFOMR
Instant wholesome meal Communication platform

COMM
Which brings the sense of home meal
Build a communication platform to roll out in 3 years
How we could translate brand proposition into “Sensing the wholesome home atmosphere”
consumer language (Brand concept)? (Hâm nóng bữa nhà, vẹn tròn mâm cơm)

Portfolio strategy &

PRODUCT

Product development Distribution channel ideation

PLACE
Develop a product portfolio that reflects “instant Besides the existing sales channels, are there
wholesome meal” based on 3 “whole some” other opportunities to boost distribution?
principles ingredients, dishes and localization

PACKAGING
Pricing strategy Packaging optimization
PRICE

Any chance for price increasing and premiumization? Keep leveraging current packaging
SG Food RTE owns a competitive space to upgrade its
products and price up to 40,000 - 45,000 VND
6P - Proposition
BỮA ĂN NHANH GỌN CHO
BỮA NHÀ “VẸN TRÒN”
I am one in the young millennial generation,
and because I am young, I dedicate a lot to everything I’m doing:
my career, my relationship, my personal development.
These take a lot of time in my day; thus I seek for convenience in everything to save my
time as much as possible.

Eating, of course, is one of the most essential parts in my day.

I love the sense of a wholesome home-meal.
However, it does not go along with ‘convenience’ since I have to prepare ingredients,
cook, eat and clean. On the other hand, the meals considered as convenient cannot
serve the sense of a wholesome home-meal that I love.

Introducing Sai Gon Food - as an instant wholesome meal,

Sai Gon Food offers you a sense of Vietnamese home meal in just a minute including
fully 3 factors: cơm, canh, mặn
with fully ingredients: meat, rice, vegetables.
Whenever you crave for a wholesome convenient home-meal, just instantly heat up Sai
Gon Food to enjoy a wholesome home atmosphere.

Proposition SG Food
For you to enjoy a sense of wholesome home meal
Brand concept development in just a minute
6P - Product
Porridge Ready-to-eat
Meal
The strategy
The strategy
Keep momentum of leader and watch out
challenger brands Year 1-3 key focus

The role
The role
Generating profit for re-investment
Capture Convenience
seeker (58%)

Frozen food, Ready-to-cook

Sauce & Spice Meal

The strategy The strategy

Maintain the product, focus later. Innovating and pilot at year 3
Betting on trade and sales

Product The role

The role
Capture Home-meal preparer (25%) by
Portfolio strategy Enrich product portfolio &
offering RTC, delivering authentic
Boost distribution wholesome home meal
6P - Product
Vietnam Homemeal
Truth

“Wholesomeness”
Wholesome dishes Wholesome ingredients

CANH

THỊT CÁ

RAU

MẶN

Product TINH BỘT

Menu Development CƠM
6P - Product

However, SG Food RTE

hasn’t met that wholesomeness
in current menu

Dominance of Single dish Not perfectly

Product western dishes

in menu
for a pack combined between
veg/pro/carb
Menu Development (rau, đạm, tinh bột)
6P - Product
Focus on Vietnamese regular dishes
while maintain broth-based and Western fusion

Following 3 principles of menu development

Wholesome ingredients
Create a comprehensive meal with
wholesome ingredients from starch,
vegetable to different types of meat.

Wholesome dishes
Spark the sense of home meal with three
dishes: vegetable soup, meat & white rice.

Wholesome localization
Product Create the products to Vietnamese taste
of everyday meal.
Menu Development
6P - Product

Hence, we create a
WHOLESOME SET for SG Food

CANH CHUA

Cơm trắng Cơm trắng

Thịt lợn chiên giòn sốt dứa Cá rô rán giòn

BÒ XÀO CẢI Canh khổ qua Canh cua rau mồng tơi

CƠM TRẮNG Cơm trắng Cơm trắng

Gà chiên nước mắm Nấm bào ngư chiên

Product Canh gà hầm củ sen Canh khoai mỡ

Menu Development
6P – Communication Platform
SENSING THE WHOLESOME
HOME ATMOSPHERE
/Hâm nóng vị nhà, vẹn tròn mâm cơm/
Whoever you are, a white-collar, or a construction worker,
Wherever you are, a sidewalk, or a skyscraper,
Whenever you starve, lunch or dinner,
Hustle life may hinder you from a decent home meal,
But the sense of home meals is instilled inside.
The beloved family members, the dishes, and the smell,
The atmosphere that warms and pampers us.
The sense is waiting to be awakened.
The sense that bursts after a single spoon,
We are Saigon Food,
We bring you the wholesome home meals that make you sense
your home meal in an instant.
6P - Communication
BẾP NHÀ MỌI NƠI
XƠI CƠM MỌI LÚC

With that belief, SG Food will take every opportunity to serve you
this wholesome moment!

SG Food will create a stunt which sets many food stores in different
places from office to worksites to universities, for everyone to be able to
enjoy a wholesome home meal

Commu-
nication
Launching stunt
6P - Pricing
SG Food RTE can increase its price by 28%
to 40,000 VND - 45,000 VND
with the upgraded menu to deliver a wholesome meal

Ready to eat Food delivery Take-away

CP MVP Cơm tấm Hủ tiếu

60K

Sông Hương

50K
Cơm tấm
Hủ tiếu
delivery

New price
point
40K
1. SG Food RTE own a
competitive space in price with
the same portion of food
for an adult

Pricing
30K Cháo/so
Bánh mì
up 2. However, the old menu can
SG Food
not deliver a wholesome meal
Cháo/so from the price of 29,000 VND to

Strategy
20K
up 35,000 VND

3. SG Food RTE still own a gap of

Chance for 10K
CJ Cầu Tre
Bánh mì 40-45% comparing with Food
delivery to upgrade its product
premiumization and price
6P – Place

Business as usual channels

Low distribution due to trade term issues with key accounts

E-com CVS MOFT TT

THE OPPORTUNITY

Disruptive channels
New channels to drive distribution at an effective cost

Coffee chain Vending machine

Place Partner with established coffee

chain to capture office workers
behaviors at lunch/dinner time.
Disruptive channels to
(Small scale)
Place vending machines in
some key office areas

drive distribution
ELITE 8 GROUP 2
FINAL GRANDCASE PHÚC NGUYÊN, NGUYỆT HÀ, THÀNH ĐẠT, THANH THÂU, MAI LINH, HÀ LINH