Title Copy of UFLL 2023 Semi-finalist Knorr Fish Sauce.pdf ✅

BIG IDEA & MESSAGE KEY HOOK Ngọt thanh đạm cá, Đậm đà bữa cơm After the saltness, there's always sweetness CONSUMER INSIGHT Family meals are not always full of happiness & cheers. There's always up and down. But, whatever happens, moms always endure to keep the family because moms know GOOD THINGS CANNOT BE RUSHED, as well as good dishes takes time & effort to cook and family relationships need time to been through SALTNESS to have SWEET TIME. Social Stunt: Is current FS's communications true to your scenario? Thematic TVC: After the saltness, there always sweetness O2O: Offline consumer testimonials to Online amplification WINNING POINT Knorr FS, made of rich nitrogen black anchovy that gives moms the most authentic SALTY BEFORE-TASTE and BLACK ANCHOVY-SWEET AFTER-TASTE Although direct competitors claim that their fish sauce is naturally delicious, but the fact is that it has a low protein level and a low percentage of anchovy extract compared to Knorr. Untapped need: the true taste of authentic fish saurce - sweetness aftertaste because of fish extraction hasn't been satisfied MARKET OVERVIEW THE STRUGGLING BUT ENDURING MOMS whose tension toward changing FS is "Changing fish sauce is very risky - because they are afraid of ruining the delicious taste of a meal that can negatively effect the happy atmostphere of the family meals" SOG EXECUTIVE SUMMARY URGENCY TEAM
VIETNAM FISH SAUCE (FS) LANDSCAPE Knorr FS plays in the low involvement market with fierce competition and consumers are too familiar with their current fish sauce flavor... VN Fish sauce (FS) Market share (*) 65% Massan Fish sauce 25% Traditional Fish sauce 75% Industrial Fish sauce Nam Ngư Chinsu Kabin Thái Long 584 Nha Trang Others 0 10 20 30 40 Which fish sauce brand do you use the most nowadays? (**) The industrial fish sauce where 97% Vietnamese family are using their own branded fish sauce taste, led by Masan Fish sauce. Nam Ngư, Chin-su are most well-known brands nowadays Fish protein level (N) and % anchovy extract are essential factor to devide the industrial fish sauce market into 2 segments. (based on the ingredient claims of each brand) (*)Statista Report 2020 (**) Online Market Research at DI Marketing 2020 Premium segment Mainstream segment High anchovy extract (%) High protein level (N/L) Low protein level (N/L) Low anchovy extract (%) Knorr Chinsu Nam Ngư Kapin Thái Long 584 Nha Trang Knorr Chinsu Nam Ngư Maggi Kapin Thái Long Hương Việt Hồng Hạnh (N/L >30) ...However, instead of difference, Knorr' fish sauce can become DISTINCTIVE in premium segment with 2/high nitrogen level (43 N/L), and exploit mainstream segment with 95% anchovy extract. 1/
0 20 40 60 80 Taste Original anchovy Fish protein level Brand reputation 72% Trustworthy quality ingredients JOB TO BE DONE Link the harmonized authentic SALTNESS BEFORE-TASTE & SWEETNESS AFTERTASTE and arousing aroma of Knorr FS with the real consumer life. CATEGORY'S UNTAPPED DEMAND Appetizing flavor when trial Authentic black anchovy taste is the UNTAPPED ATTRIBUTE → Knorr can confidently deliver this attribute over competitors Although direct competitors claim that their fish sauce is naturally delicious, but the fact is that it has a low protein level and a low percentage of anchovy extract compared to Knorr. Top key drivers of choosing fish sauce are: Reason to switch to a new fish sauce product (*) 59% Consumers in both segment have high demand in fish taste and trustworthy quality ingredients Category truth: Standard fish sauce is a harmonious of: sweet and salty fish sauce SWEET AFTERTASTE of natural protein (**) 1/ 2/ 3/ Expertise with authentic taste High: 43NL Proposition Nitrogen level High: 95% Anchovy extract % Knorr Fish sweetness long lasting and after salty taste Aroma Taste Arousing aroma Masterpiece seasoning 40NL Not public Chinsu Salty is just right Light fish aroma Delicious than scrumptious 40NL Not public Kapin Too salty Light fish aroma 25NL 79% 584 NT Original salty Light fish aroma N 15NL itrogen level An 95% chovy extract % Knorr Balanced salty taste Aroma Taste Arousing aroma 20NL not public Chinsu Salty is just right Light fish aroma Competitors in premium segment Competitors in mainstream segment (*) Quanlitative survey n= 39 samples (**) Nước mắm Việt Nam .net
DEFINE OUR CUSTOMERS SOURCE OF GROWTH: PRIMARY TARGET SECONDARY TARGET Sophisticated Flavor High salty taste Low salty taste Basic Flavor BALANCED TASTE LOVER TRADITIONAL GOURMET Not knowledgeable about protein I only use light fish sauce for dipping because I like the mild taste of fish sauce Rarely make fish sauce Skewed to less salty but sensory of fermented fish extract Mix industrial fish sauce with other spices to create sweetness ORIGINAL SAVORY LOVER TRADITIONAL FISH SAUCE LOVER Priority is given to the taste of the original salty sauce Just dipping and cooking with only 1 flavor of fish sauce Familiar with traditional fish sauce Only choose natural fish sauce extracted from real anchovies. BALANCED TASTE LOVER (70%) TRADITIONAL GOURMET (30%) Reason to trial Key moment when purchasing Shared tension When I run out of fish sauce, I will buy more Purchase because of familiarity and unconscious habits Ready to try a new one if it's RELEVENT & TASTY to them Introduced a new type of fish sauce by acquaintance STEP 3 STEP 1 STEP 2 Young mom (25-35 years old) / Size: ~20% Vietnam population 77% cooking interest 78% prefer high quality product 60% heathy food interest (Source: GWI Qualitative report 2022-2023) Misunderstanding: They think that the less salty fish sauce, the better fish sweetness taste. Ordinary industrial fish sauce does not have enough fish sweetness aftertaste for them Need proof of true fish sweetness, protein and quality ingredients Feeling curious about the real sweetness of fish & being educated about quality ingredients, origin & brand reputation BALANCED TASTE LOVER TRADITIONAL GOURMET