Tiêu đề Wall's challenge 2021 _ The Valiant Marketer 9.pdf ✅

Covid-19 has impacted directly to Out-of-home consumption which normally accounts for 75% contribution, leading to a huge drop in Ice cream consumption in the 1 st half of 2020. However, the late 2020 witnessed an increase in the category growth at 7.8% compared to that figure of 2019, which is lower than the growth rate of 2018 at 11% growth, thanks to a rise of ice cream in-home consumption as well as consumer’s indulgence trend. Moreover, although the Vietnamese are optimistic about the future, in the short term, they are really fearful of the current Covid-19 situation, especially in the 4 th Wave. While they are seeking for some Hygiene solution, they also need an instant solution for their mental concerns they are facing everyday since the Government encourages citizens to stay more at home and restrict out-door activities. The question is how the Vietnamese relieve the stress of being at home all day long and as a result, they can live happier in daily life? THE CONTEXT:
THE BRAND AND MISSION: Wall’s – the No.1 ice cream brand in the world – aim to build a happier, more inclusive world wherever you live and whoever you are. In the Covid pandemic, Wall’s aims to bring happiness to everyone to “melt” all barriers and delight their consumers life. Together with brand’s purpose, Wall’s has a high ambition of conquering the leading position in the Vietnam market where such local players as Kido and Vinamilk are strong with a long history in Vietnam of over 20 years. Wall’s footprint: Landed business in 1996 with the image of Paddle Pop lion, Wall’s rapidly covered all Vietnam nationwide and they have become really famous in the 7x, 8x mind until now. However, due to some reasons, Wall’s stopped their own business in 2000s and strongly came back in 2009 in HCMC only. In 2017, Wall’s expanded their distribution to the North, Central and Mekong Delta, which started their journey of becoming the No.1 ice cream in the market. Wall’s characteristic: CLOSE, MISCHIEVIOUS AND WARM Wal’s portfolio: Snacking: Wall’s Topten, Cornetto, Wall’s Asian Delight, Wall’s Cup Take-home: Wall’s Selection, Wall’s Mass Tub 3in1/2in1
THE CHALLENGE How can Wall's successfully recruit 30% of people in the 15-35 age group who live in urban GT4 (Hanoi, HCMC, Da Nang and Can Tho) via capturing in-home consumption trend in the new normal on a daily basis? This is not strictly a communication challenge. Think beyond communication, about the product innovation and think out of the box.