Bối cảnh
Thách thức
The formula milk market has been declining, mainly driven by powder. However, the market also recorded a new shifting trend from powder to liquid format and adjacencies. It’s a chance and but also a challenge with Grow because we need to face with more competitor, who are aggressively invest in trade, consumer promotion & media.
Beside, rural market is growing well.
Sự thật ngầm hiểu
● Protect Powder
● Accelerate Liquid
● Expand Rural
Giải pháp
A must is winning drinking occasion (2box RTD/day + 1 cup powder before sleep) with the main platform is Kindergarten to convert non-users; accelerate liquid and reach to rural → Build a new strategic platform & creative concept for brand that highlight product’s function (help kid taller & smarter), introduce the context (kindergarten) & insightful idea with consumer
“KINDERGARTEN READINESS” is the strategic platform throughout the year
Kết quả
- Become the only one formula milk brand growth up in a time of market decline
- More than 100K user data was collected
- More than 80K contest attendances of social contests
- Up to 40M video views on Youtube
