Project to reposition the 94farm & Cookery brand from the home-brewed tea and water model. The goal is to increase sales by 20%, improve recognition and differentiation online.
Introduction
✪ Project: Brand repositioning
✪ Brand: 94farm & Cookery
✪ Field: Food
✪ Implementation time: Consulted
Background
– The brand is a personal business, following the product model of Tea and homemade water.
– Self-employed for 3 years, development model during the pandemic thanks to ecommerce and handmade food trend
– About the industry…, is it growing or declining…
– Current operating status
Maintain current customers but profit margin is not high, want to increase profit margin but customers cannot adapt if price increases
– Problems & Difficulties
- The brand owner does not have a Marketing team, making everything from images to videos by himself, leading to uneven frequency and images still being sourced from competitors on the internet.
- Sales are good in the dry season, but in the rainy season there are no products to sell, leading to a drop in revenue.
Objective
– Business Objective
- Value Sales growth 20%
- Volume Sales reached 100k sales per month
- Recapture 10% of industry market share from top 1 competitor
– Marketing & Communication Objective
- Increase brand awareness online to regain market share from competitors
- Create brand differentiation so that customers always remember 94farm
- Optimize customer repurchase rate
Brand Analysis
Source of growth
- CG1: Students, office workers
- CG2: Office worker
SWOT
| Strength | Weakness |
| – Product: Diverse product catalog and expandable to many different product categories & product lines
– Price: The strength is the cheapest price on the market while the quality is still on par with the leading brand in the industry. – E-commerce: Top beauty tea industry on e-commerce platform |
– Brand Positioning: Low price positioning makes it impossible to change to a higher price.
– Product: Not clarifying the brand story so that users can see the different value compared to competitors in the same industry. |
| Opportunity | Threat |
| – Consumption demand: Consumers appreciate the convenience and savings (time, money) of packaged products, so they will seek out these products more than having to go out to eat.
– Market potential: New products are continuously R&D and launched to serve market needs => many aspects have been exploited, expanding the market |
– Supply: Ensure stable supply (supply cannot meet demand)
– Quality, food safety: Customer insight: packaged foods often do not guarantee food safety, they always have a question about the origin of raw materials of packaged products => Prove the origin of raw materials – Retaining customers and attracting new customers, emerging as a trend, is also declining very quickly. |
Strategy -> Brand Strategy, Marketing Strategy
Brand Strategy
- Brand Architecture
- Brand Positioning: Brand for Smart Housewives
- Brand Personality: 94Farm will play a role as a culinary expert who cares about family health.
- Happiness is when you can cook for your loved ones
- Happy to gather with family in the comfort of your own home and share stories of the day
- Brand attributes
- Fresh
- Nature
- Brand Identity
- Logo: logo-02.webp
- Packaging and labels: Make 1 Banner Full mockup of labels
- Product photography:
- Website: https://94farm.vn/ (make Website mockup)
- Shopee: https://shopee.vn/94farm (Shopee screenshot)
Marketing Strategy
- Product:
- Developing the core product line with 2 categories of beauty tea and white jelly tea so that when customers associate the product with the brand, they will remember it.
- Maintain the Routine group product line as Milk tea
- Expanding the product range such as cooking utensils to increase the cooking experience and standard quantities, no need to estimate. Single ingredients to increase purchasing power
- according to individual preferences and tastes -> Personalize according to consumers
- Seasonal Product Strategy Regions, areas. Focus on cultural elements, regional specialties. Holidays, important occasions of the year => E-commerce interface changes accordingly
- Price
- Combo pricing strategy to attract and stimulate product purchases in packages
- Promotional pricing strategy is maximum 5% to ensure profit margin
- Place
- E-commerce: Shopee & Lazada Development
- Bakery shop, accessories and ingredients store
- Promotion
- Trade Marketing: Organizing outdoor events Sampling: Organizing moving vehicle activities
- Advertisement
- Promotion
- Member
- Minigame giving gifts
