Nielsen Mock Test: Brand Super Spa

NIELSEN MOCK TEST
Brand Super Spa

Copyright © 2017 The Nielsen Company. Confidential and proprietary.
ANN Group
19.09.2019
1
Objectives
03-month relaunch
evaluation and
continue or not?

2
1.
03-month relaunch
evaluation

3
1. Product
Product quality and design

are improved.
Right amount of every

categories
Satisfaction after trial: 4.75
Reasons for repurchase
are fresh, natural potato
strands and tasty sauce
Effective product
improvements!
4
2. Promotion
Positioning: “Deliciousness – Freshness – Premiumness”
(+) Effective brand communication

(Premium, Safe for health)
(+) Utilize an effective communication channel (TVC)
(-) Weak positioning, not attractive promotion
(50% of the respondents didn’t know the differences between Spa and Super Spa)
(Research showed that brand didn’t have attractive promotion)
(-) Low Relevance and low conversion rate from awareness to trial
Although conversion rate from

customers with awareness to
trialist is low, customers with

intention to purchase is
surprisingly high.
5
3. Price
Super Spa –premium dried noodle had good value for money.
Class A and B mainly contribute to sales of this products.
4. Place
Modern trade is the
main distribution
channel.
Traditional trade’s
performance was
steady.
6
CONCLUSION
Eliminate Raise
Eliminate the ineffective Raise more distribution

promotion strategy points due to high intention
(discount, gifts...) to purchase and repurchase
*The Highest sources of awareness is

“Product display at store”
Reduce Create
Ineffective channels of Strategies to improve

promotion conversion rate from
(low effectiveness, low awareness to trial; to raise
visibility of TVCs…) brand awareness; to educate
customer habit
7
2.
CONTINUE OR NOT?

8
CONTINUE OR NOT?
Firm: leading brand in premium segment and increasing stock-share.

Industry: potential: Premium Dried noodle market presence is widespread.
People use noodle-related product 1.15 times/week.
Market: Vietnam’s market ranked 2nd place in Instant Noodles
consumption (2015, WINA).
YES
TO
CONTINUE!
9
3.
SUGGESTIONS

10
3C AND INSIGHTS
Category truth: Instant noodle is well recognised for the convenience, low
cost and product variety. However, it also raises health concern.
Company truth: “deliciousness”, “premiumness” and “freshness”.
Consumer truth: As a person with busy and hectic lifestyles, I do not have
much time for myself and am very worried about my life quality.
Consumer Insight: Having a busy lifestyle, i realise that, to me, life quality
is very important. I expect that my meals help me to stay full while being
time-saving. Even when using instant noodles, I expect a brand which can
bring about the best experience without harming my health.
Consumer’s barriers: waste time to cook, no soup, get bored quickly.
11
BIG IDEA
MINUTES!!!
EXPLODES IN 3
DELICIOUSNESS
12
SUGGESTED IMPROVEMENT
1. Increase conversion rate and brand-
awareness
1. Raise more distribution points due to high intention to purchase
and repurchase there.
2. Choose suitable promotion channels to increase Word-of-mouth,
TVC visibility, store display...
3. New promotion strategy.
2. Educate customers to erase barriers to use

dried noodle
(solve customers’ barriers)
1. Execution: packaging innovation.
2. 01 Education campaign
13
Appendix
1. Market potential: Vietnam is TOP 2 in Instant Noodles consumption (2015, WINA)
14

15

Nielsen Mock Test: Brand Super Spa

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Nielsen Mock Test: Brand Super Spa

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NIELSEN MOCK TEST

Brand Super Spa

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Product quality and design

Right amount of every

(+) Effective brand communication

Although conversion rate from

trialist is low, customers with

Eliminate the ineffective Raise more distribution

*The Highest sources of awareness is

Ineffective channels of Strategies to improve

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Firm: leading brand in premium segment and increasing stock-share.

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Consumer’s barriers: waste time to cook, no soup, get bored quickly.

2. Educate customers to erase barriers to use

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

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