Post on 28-Dec-2015
Objectives & positioningObjectives & positioning
Capturing share of stomach growth opportunity by offering more options for baby foods
Boosting Dumex brand image as an innovative child nutrition expert
Vietnam objectives
Primary benefit– Enriched nutrition, even
while learning to chew
Secondary benefit– Teeth & bone
development
Productpositioning
Product summaryProduct summary
Product– Dumex Rusks (150g)– Two variants: Original, Mung bean
FormulationKey ingredients: – DHA – Prebiotics– Calcium
Selling price (CEP)– VND 26,000 / box
Retailer Buy-in price (RBP)– VND 25,000 / box
Shelf life– 15 months
Claim: “Enriched nutrition, even when learning to chew”
Preliminary
19,000
22,000 22,600
26,000
Growsure Milna Rusk Nestle Rusk Dumex Rusk
Dumex Rusk proposed pricing at index 124 with NestleDumex Rusk proposed pricing at index 124 with Nestle
Price per 150g / per packVND
Price indexNestle = 100
Source: Market visits
10.79.39.17
10.7 USD / kg
84
97 100
115
Growsure Milna Rusk Nestle Rusk Dumex Rusk
Rusks – Launch date on Mar 08Rusks – Launch date on Mar 08
Code ACTIVITY 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 7 14 21 28 4 11 18 25 3 10 17 24
W36 W37 W38 W39 W40 W41 W42 W43 W44 W45 W46 W47 W48 W49 W50 W51 W52 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
1 Product Development
1.1 Product finalisation - ready
2.2 Collect List of Ingredients+Nutritional value
2 Packaging Development
2.1 Packaging - Local development
2.2 Body copy development
2.3 Final List of ingredient & Nutritional table
2.4 Submit to MoH and up to approval
2.5 Final Artwork
2.6 VN sends artwork CD to Indonesia for printing
3 Commercial Production
3.1 Place P.O by Vietnam team
3.2 Proofs checking, Amendment & approval
3.3 Folding box printed, foil, outer case
3.4 PT Arnott start commercial production
3.5 Quality quarantine
3.6 Product arrival to VN
3.7 Custom clearance + warehouse
3.8 Despatch to SDF
4 Ship to Trade
FEB.08 MAR.08DEC. 07 JAN. 08NOV. 07OCT. 07SEPT. 07
Rusks – P&L - 08Rusks – P&L - 08
Rusks - P&L 08 Preliminary
USD 2008
Sales (#, boxes) 478,970 Net Sales 575,286
Contribution 288,844 Contribution margin % 50.2%
A&P - A&P margin 0%
Fixed Cost NAFixed Cost margin
EBITA 288,844 EBITA margin 50.2%
Rusks – Sales 08 phasingRusks – Sales 08 phasing
Phasing 08
Cartons2008
SKU Sales share (%)
Total 8-Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Monthly phasing 100%
Distribution & rotation build-up 100% 10% 4% 6% 7% 9% 10% 10% 12% 13% 15% 16% 2%
From 6 months
1. Original 50% 9,756 390 537 683 829 976 976 1,122 1,268 1,415 1,561 9,756
2. Mung Bean 50% 9,756 390 537 683 829 976 976 1,122 1,268 1,415 1,561 9,756
TOTAL 100% 19,511 780 1,073 1,366 1,658 1,951 1,951 2,244 2,536 2,829 3,122 19,511