Nestle Summer Camp 2013 - Business Case Presentation

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GROUP 4

NESTLÉ SUMMER CAMP 2013Business Case

NESCAFE – NUTRICAFEGROUP 4

GROUP 4

MARKET OVERVIEW

DOMESTIC COFFEE CONSUMPTION

Instant coffee market share (USDA’s statistics)

Roasted & Ground coffeeInstant coffee

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Top Asian coffee consuming countries(USDA’s statistics)

Japan South Korea

Thailand Vietnam Malaysia0

0.5

1

1.5

2

2.5

3

3.5

(kg per capita)

(kg per capita)

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COMPARISON WITH BRAZIL – THE LEADING COFFEE EXPORTING COUNTRY

Brazil Vietnam0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Production (million tons)Consumption (kg per capita)Instant coffee brands

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Vietnam retail coffee market(Mintel’s research)

2008 2012 20160

100

200

300

400

500

600

700

Volume

Volume

Vietnam’s distribution of employment in main economic sectors

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MARKET SIZEMALE OFFICE WORKERS IN URBAN

AREASUrbanization• Major cities population:

• Ho Chi Minh City: 5.976 million• Hanoi: 2.668 million• Haiphong: 1.941 million• Da Nang: 807,000 (2009)

• Urban population: 30% of total population (2010)

• Rate of urbanization: 3% annual rate of change (2010-15 est.)

Male population:• Approximately 43 million• HCMC: 3.6 million• 25-54 years: 44.1%

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POTENTIAL FOR GROWTH

2 million bag consumption

level next year.

1.67 million 60 kg-bags

8 percent of total

production.

Have built up special taste

for coffee

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INDIRECT COMPETITORS

Coffee

Nescafe

Trung Nguyen

Vinacafe Bien Hoa

MacCoffee

Nutritious cereal drinkNesvita

Vinacafe Bien Hoa

Calsome

Small domestic brands

WORK

z..z…z…

CUSTOMER INSIGHT

Customer Insight

I want to have a breakfast provided enough energy and nutrition but it must be quick and keep me awake like coffee

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Target consumer

Male

Age: 23-35

Office workers

Medium income

Busy and do not have enough time for traditional breakfast

Have coffee drinking habit

Target Customer

Marketing Communication

Be nice with my busy life

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PRODUCT SPECIFICATIONSCo

ncep

t

Nutritious coffeeFunction• Bring more

energy (calories)• Bring

“stimulation, relaxation, refreshment”

• Bring coffee smell and taste of coffee

Ingr

edie

nts

Soluble white coffee Added nutrition extracted from cereals and sugar

Pack

age

Size: 25g/sachet – 200kcal Packaging: 10 sachets/boxShape: original rectangular shape of Nescafe 3 in 1Color: Green + Brown

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SENSORY DESCRIPTION

Quite strong smell of coffee

Soft & a little sweet smell of

milkMerely sour

Absolute soluble,

consistent liquidHot

Looks similar to Nescafe 3in1-

Stronger flavor

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SWOT ANALYSISStrength• Pioneering product• Nutritious• Functional character

base on a scientific development basis

• Vietnamese’s coffee drinking habit

Weakness• The taste could

satisfy all the difference taste

Opportunity• Potential market• Urban working life• Consumer’s concern

about health

Threat• New concept• Imitation from the

other competitors.

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SWOT ANALYSISS-

O Being more busy day by day, not much time for breakfast and the care about health, Nutricafe shall be perfect product for those,.

S-T Not have a habit

of use nutritious cereal for breakfast, and; imitation from the competitors.

W-O Improve the

weakness to be market-leader, competitors shall have the same threat

W-T No

improvement, shall fall into oblivion; customers are changing and the economics is down/

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PRICERetail price

• 4,500 VND/pack (25g)

Price basis:

• Familiar products• Coffee: 2,500

VND/ pack (18g)• Nutritious cereal

drink: 3,500 VND/pack (25g)

• Survey: 4,200 VND/pack

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SALES CHANNELSSales within first 3 months

NPGTMT

Sales after 3rd month

NPGTMT

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PROMOTION CHANNELS• Facebook page• WebsiteOnline channels:• Banners on favorite websites of target consumersOnline advertising• Weekend evening entertainment showsTV ads• Newspaper for men, professional magazinesNewspapers• High-density traffic locationsBillboards• Office buildings, airports, railway stations. Displays• Press conference• Photo contestEvents• Office building lobbiesProduct sampling• High discount for retailers for launching our new product on shelvesTrade promotion

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SALES OBJECTIVES

3 months• 200,000

4 months• 300,000

6 months• 500,000

12 months• 1,300,000

Action Plan

Customer Education

Awareness

Buy

April 2014 August 2014

ACTION PLAN (CUSTOMER EDUCATION)

April 2014 May 2014

ACTION PLAN (AWARENESS)

June 2014 August 2014

ACTION PLAN (BUY)

July 2014 August 2014

ACTION PLAN – MARKETING BUDGET

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SUPPLY CHAIN – STORAGE & TRANSPORTATION

• Dong Nai DC• 6 pallets/rack x 4 racks• Cost

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FINANCE & CONTROL

• Finance

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THANK YOU!