Nestle Summer Camp 2013 - Business Case Presentation
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NESTLÉ SUMMER CAMP 2013 Business Case NESCAFE – NUTRICAFE GROUP 4 GROUP 4
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Transcript of Nestle Summer Camp 2013 - Business Case Presentation
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
GROUP 4
GROUP 4
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)
GROUP 4
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
GROUP 4
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
GROUP 4
GROUP 4
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%
GROUP 4
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
GROUP 4
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
GROUP 4
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
GROUP 4
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
GROUP 4
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
GROUP 4
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.
GROUP 4
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/
GROUP 4
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
GROUP 4
SALES CHANNELSSales within first 3 months
NPGTMT
Sales after 3rd month
NPGTMT
GROUP 4
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
GROUP 4
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
GROUP 4
SUPPLY CHAIN – STORAGE & TRANSPORTATION
• Dong Nai DC• 6 pallets/rack x 4 racks• Cost
GROUP 4
FINANCE & CONTROL
• Finance
GROUP 4
THANK YOU!
