VBRAND AND CATEGORY UNDERSTANDING

KEY CONTENTS:

UNDERSTANDING ON CATEGORY AND BRAND

III. STEP 3: BRAND 6P AND UNIQUE SELLING POINT (USP)Step 3.1: Brand 6P review: brand strength & weakness in each P

6. Product

1. Proposition

2. Promotion

3. Place

4. Pack

5. Price

Promoting the brand wherever the consumer/shopper is.

What happens wherever consumers buy the brand.

The pack size, pack look, portfolio the consumer sees and uses.

The price the consumer pays, regular or on promotion.

The product or service offered.

The brand impression that consumers have in their heads.

PROPOSITION “Tasty dishes without MSG!”

PRODUCT Meaty granules made from meat & bone extract, fortified by iodine. Packsize: 65g, 220g, 450g

PRICE low pricing strategy: 46% cheaper than KMG; 29% cheaper than AjiNgon

+ extremely high retailer’s margin (up to 20%)

PROMOTION Active in both ATL (TVC, Endorsement) and BTL (visibility)Run promotion at consumer and trade level

PACKAGING appealing, highlighting iodine supplement & VINAFOSA endorsement

PLACE strong appearance in HCME & MKD GT. But not yet popular in GT Central , GT North and MT.