(TIỂU LUẬN) ASIAN MARKETING MANAGEMENT REPORT TET PROMOTION PLAN 2023 AJI NGON thêm vị, thêm tết

dVIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION SUBJECT: ASIAN MARKETING MANAGEMENT REPORT: TET PROMOTION PLAN 2023 AJI-NGON “Thêm Vị, Thêm Tết” Instructor: Miss.Nguyễn Thị Quỳnh Anh Team: ZOO Course Code: 704129 Group: 02 HO CHI MINH CITY, 2022 MEMBER-LIST AND PERCENTAGE OF CONTRIBUTION TEAM ZOO No TEACHER'S COMMENTS ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… Contents I Executive Summary: II Situation Analysis: Market summary: 1.1 Actual Situation: SWOT analysis: 2.1 SWOT analysis for the company-AJINOMOTO: 2.2 SWOT analysis for Aji-ngon: III Competition: Marketing Strategy: Strategy Objectives: a) Objectives: b) Mission and vision of Ajinomoto: Target Market: 2.1 Segmentation: 2.2 Targeting: Consumer insight: Brand positioning: BRAND KEY Root Strengths: Competitive environment: Target customer: Insight: Benefit IV Value, beliefs and personal Reason to believe Discriminator Essence: Strategies: 5.1 Product: 5.2 Price: 5.3 Place: 5.4 Promotion: Tet promotion plan: Idea: Tagline: Sale promotion campaign: 3.1 Digital marketing: 3.2 Sale promotion: 3.3 Merchandising: 4.Communication: 4.1 TVC: 4.2 Online PR: 4.3 Pano: 4.4 OOH: 4.5 Sponsor: Execution: Timeline: Media list: 35 References: 37 I Executive Summary: Ajinomoto Vietnam was founded in 1991, is 100% capitalized by Ajinomoto Japan company with a starting value of billion US dollars Currently, Ajinomoto Vietnam Company has two representative offices in Ho Chi Minh City Hcm and Hanoi, two manufacturing plants including Ajinomoto Bien Hoa Factory operating since 1991 and Ajinomoto Long Thanh Factory operating since 2008 and the 3rd factory also in Long Thanh have started construction since 2016 In addition, the company has large distribution centers and branches spread across 63 provinces and cities Vision: "To become the most loved and trusted company in Vietnam with "Unique characteristics" in the field of food and health." Mission: "We contribute to the further development of Vietnam, contributing to the happiness and health of people in Vietnam through food culture and food resource development." With this vision and mission, Ajinomoto Vietnam Company always strives to bring a wide range of food products and spices with the best quality, safety, suitable for Vietnamese taste.For more than 30 years, Ajinomoto Vietnam has been constantly striving in research and development to bring a wide range of seasoning products, foods, beverages, and nutritious foods with the best quality, safe, suitable for Vietnamese tastes and needs Currently, Ajinomoto Vietnam has more than 35 categories of food products widely introduced nationwide with brands that are loved by many consumers such as AJI-NO-MOTO® MSG, Aji-ngon® Seasoning Seeds, Aji-Quick® Pre-Seasoning Seasoning, Aji-Mayo® Mayonnaise Sauce, "Fuji" Soy Sauce, Ajinomoto Fermented Rice Vinegar, Ready-to-drink doughnuts, Blendy® Instant Drinks, Birdy® Can Coffee, VITAL™ amino drinks, "added" microelements, etc The campaign "Thêm vị, thêm tết Ajingon" aims to increase sales during Tet and increase Ajingon's brand recognition The purpose is to inspire Vietnamese housewives to create and refresh Tet dishes so that they are unique and attractive so that Tet is more reunion and warmer and Ajingon is their companion in every dish The campaign is divided into main stages: conveying Ajingon's message and launching product combos for Tet, building customer awareness in the campaign, increasing user engagement as well as their experience in the campaign, boosting sales and focusing on conversions The campaign is run on all social networking platforms, e-commerce, offline channels to optimize profits for the company II Situation Analysis: Market summary: 1.1 Actual Situation: The consumption habits of Vietnamese consumers have changed markedly since the outbreak of the COVID-19 epidemic in 2020 and will be confirmed even more clearly in 2023 when the society has to distance strict blockade, the number of people workers have to work from home as well as gather at production facilities and factories for a long time Health, food safety, and convenience are the top concerns of households In the research of Neilsen company, Major species will grow from 25% to 32% until 2022 Besides that, sugar, salt, monosodium glutamate, broth mix,… are the most competitive goods in the market Ajinomoto is a spice company holding the second largest market share in the market and at the same time they have brought delicious flavors to each dish, contributing to improving the health and quality of life of people globally as well as in Vietnam stories stemming from our aspiration for life According to data from the scientific report of the Institute of Tropical Biology on the spice industry in Vietnam and around the world, Vietnamese people consume an average of 450,000 tons of spices per year Having been on the market for over a decade, the seasoning has become a substitute for monosodium glutamate (MSG) in many Vietnamese recipes Dominating in this market are the brands: Knorr (Unilever), Maggi (Nestlé), Aji-Ngon (Ajinomoto) and Miwon It is worth mentioning that this seasoning that changes the cooking habits of Vietnamese consumers comes from American investors 1.2 Competition Market-AJINOMOTO: Top Broth mix Brand in the market are: Knorr (50%), Aji-Ngon, Massan, Maggi Even though many competitive brands appear in the market, Aji-Ngon is still trying to be better in the strategy and more and more dominant in terms of materials and technology The proportion of MSG in seasoning makes up 30% with the advantage of being a MSG company, the price of Aji Ngon is always more competitive than Knorr's, even though Knorr's MSG price has been calculated according to the bulk purchase price of the area On the other hand, Aji Ngon also has the technology of extracting bone broth and meat in place so the sweetness is higher, the cost of ingredients is, therefore, lower than Knorr when it comes to buying chicken powder to mix According to the financial report for 2021, Masan Consumer Company recorded sales of the spice industry at VND 10,028 billion, an increase of 18.4% compared to 2020 Masan Company has many developments focusing on luxury goods spices, serving the increasing demand when consumers spend a lot of time cooking at home Masan fish sauce products apply production technology to reduce salt content to improve heart health Also according to the financial report 2021, sales of Chin-Su brand account for nearly 30% of the whole spice industry The battle for market share of spice brands is not as intense as other consumer products such as shampoo, washing powder, household electrical appliances but often spectacular with advertising races but very intense and decisive paralysis Brands already in the market initiate programs to capture every possible proportion of the market, while new brands look for gaps to fill The Vietnamese spice industry has grown in less than ten years, but it has proven to be a very attractive market with plenty of room for expansion Many "giants" in the domestic and international food industry are proving this by increasing investment in this lucrative sector SWOT analysis: 2.1 SWOT analysis for the company-AJINOMOTO: Strengths: - The organization may be able to increase its customer base and balance out losses from one product category with gains from another thanks to its diverse product line - A strong online presence across a variety of social networking sites and effective social media management can boost the impact of favorable e-WOM and establish long-lasting relationships with clients - A company in good financial standing and physical shape may be able to make more investments - Having access to suppliers who provide raw materials at reduced prices can increase the effectiveness of the firm as a whole - A well designed and integrated IT infrastructure may boost operational effectiveness and better understanding of current market trends - High product quality boosts customer loyalty to a brand and enhances Ajinomoto Co Inc's performance in a cutthroat industry Weaknesses: - Relying excessively on advertising may result in a budget that is insufficient for marketing and promotion operations, which affects the potential of the business to grow its clientele and bottom line Environmentalists may criticize the organization for its poor waste management procedures and inability to incorporate sustainability into commercial processes - Poor inventory management techniques could cause the business to become less efficient - Insufficient current assets or a shortfall of cash can both have a detrimental impact on the liquidity situation and the overall success of the organization Encourage repeat business; the seasonings industry has an excessively narrow focus - A workforce with low morale as a result of high workplace stress is less productive Opportunities: - The population's exponential increase, especially in the existing or future client segments, presents a significant opportunity for corporate organizations - If the corporate organization has good market information, the changing client wants, tastes, and preferences may present an opportunity - The creation of new technologies to aid in the process of producing and delivering goods and services can be taken advantage of to integrate innovation into corporate operations Integration of cutting-edge technology can lower costs, boost productivity, and hasten the release of new goods - A rise in consumer disposable income and an expansion of the wealthy clientele can be viewed as a chance to launch additional high-end products - The purchase of smaller brands 10 On MT channel: The company will hire PG to distribute leaflets with information about promotions and organize a lucky draw for customers with Ajinomoto product bills from 200,000 VND Prizes in lucky draw: Prize mace of gold SJC (6.500.000 VND) slow juicer Fellia (1.790.000 VND) Philips hand steam iron ( 761.000 VND) pack Aji-ngon seasoning seeds 400g (33.000 VND) pack MSG Aji-nomoto 400g (33.000 VND) combo packs traditional flavored doughnuts (34.000 VND) 30 box Aji- mayo 1kg (85.000 VND) 100 PRIZE DISTRIBUTION STRUCTURE: Name of the p Mace of gold Slow juicer F Philips hand stea Aji-ngon seaso seeds 400 MSG Aji-no-m 31 Combo pa traditional flav doughnut box Aji- mayo On E-COMMERCE channel: -10.000 VND discount code for order 0đ / 8000 codes -50% off code up to 25.000 VND for order 200.000 VND/ 1000 codes Total: 105.000.000 VND 3.3 Merchandising: Supermarket: Number of supermarkets distributed POSMs: City Sai Gon Ha Noi Hai Phong Da Nang Can Tho POSM brief 32 Place the five-tier Gondola on one end of the main shelf: Showcase new products, increase customer recognition and clearly demonstrate the purpose of displaying new products Put five floors of Gondola End next to a variety of butcher shelves: Showcase new products and increase customer recognition Place the Separator at the main shelf: clearly show the characteristics of the new product for everyone's attention Put Wobbler at the main shelf: clearly show the form of product donation Duration: January 2, 2022 - January 15, 2023 Rental fee: Rent a location to place POSMs: Standees: 2,000,000 VND Gondola Ends: 6,000,000 VND Workforce: 16 Labor: 24,000,000 VND (4 sales staff / Supermarket - Including installation and dismantling costs) Cost of POSM: 34 five-storey Gondola End (90x40x120cm): 5,000,000 VND Leaflets: 20,000,000 VND 68 Wobblers: 200,000 VND 68 Standee (60x160cm): 800,000 VND Other expenses: 2,000,000 VND 4.Communication: 4.1 TVC: Idea: TVC is inspired by the reality of today's youth The main character is Tai - a 3rd year student who is staying at home for Tet holiday During his vacation, Tai felt a little bored with the dishes that were left out day by day In addition, when going to relatives and friends to wish Tai’s family a happy new year, they treated him with the same dishes Therefore, when Tai's friends visit 33 his house to play, Tai wants to treat his friends with new dishes but still carry the tradition of Tet Tai are confused and don’t know what to With the help of his mother and Ajingon, Tai has come up with great ideas for his dishes Aji-ngon has played an important role in connecting Tai and Tai's friends with unique delicious dishes In addition, Aji-ngon helps to strengthen the bond in the family through cooking activities Cast: +Main character: Name is Anh Tai, College student - 20 years old, with a nice personality and hard-working to his future and family + Mom: Name is Quynh, 47 years old, A sweet mom who always takes care of her family + Tai’s friends: third-year students Budget for TVC: 500.000.000 VND Broadcast plan: We select the family mealtimes and the time when they assemble to advertise based on the types of products we sell and the demographic of our target market During prime time, this TVC will be promoted on channels connected to VTV and HTV Duration: 26/12/2022 to 8/1/2023 Video length: 30 seconds TV channel: Total: 470.000.000VND +HTV2 : Time: 11h45-12h35 Day: Monday to Friday Cost: 14.000.000 per day +VTV3: Time: 19h50 Day: Saturday and Sunday Cost: 100.000.000 per day TVC Online: -Youtube Ads: 100.000.000 VND -Facebook Ads: 70.000.000 VND -Tiktok Ads: 90.000.000 VND -Google Ads: 60,000,000 VND 4.2 Online PR: Type Newspaper 34 Video Banner 4.3 Pano: Bà Chiểu, Tân Định market: 150,000,000 VND 4.4 OOH: On Nguyen Hue street : 400,000,000 VND 4.5 Sponsor: TV program “ nụ cười xuân”: 500,000,000 VND Execution: FIRST PHASE: Communicating Tet campaign messages During this period, Aji-ngon launched the message "More flavors, more Tet with Aji-ngon" to encourage consumers to create their own Tet dishes in a unique and new way without breaking traditions of Vietnamese Tet The meaning of Tet is 'reunited', so Aji-ngon becomes a companion through unique dishes to bond family feelings Make PR posts to convey the message and launch the product combo set for Tet holiday on website, facebook, social media… SECOND PHASE: Build user awareness of the campaign TVC: Post tvc "Different New Year, Live more Vietnamese" on social networking platforms (facebook, youtube, website, tiktok), run ads on facebook, youtube, google, seo, run ads on newspapers about Tet prestige (kenh 14, nien, tuoitre), tiktok, TV channel on prime time frame (time) Social media: Upload banner images, theme covers to media posts about the campaign's message and Tet concept on facebook, tiktok, website MKT Channel: display and decorate POSM publications at channels MT, GT, Ecommerce 35 Advertisement: advertising the cover photo of Tet products on the Billboards in Ho Chi Minh City and Hanoi THIRD PHASE: Increase consumer engagement and experience with campaign activities Organized the contest "Tết khác biệt, sống thêm Việt" - a contest to create "new dishes" inspired by variations of seasonal dishes Platform: Tiktok Number of participants: Unlimited Creative content: On the theme of Tet dishes but made in a unique way that encourages creativity Contest purpose: Stimulating, inspiring creativity, refreshing to make traditional Vietnamese dishes unique and interesting, conveying the positive message of Ajingon's willingness to be a companion of the competition On the occasion of Tet 2023, you will be reunited and warm, reaching a wider audience besides women who often cook Influencers/ KOL: Chuyện nhà Đậu, Hoà Minzy, Thiện Nhân FOURTH PHASE: PROMOTE SALES FOCUS ON CONVERSIONS RATE MT Channel: organize events at the point of sale, hire PGs to organize a lucky draw program when buying Ajingon products for the purpose of increasing sales and conversions GT Channel: giving gifts to stimulate purchases aimed at the majority of housewives (ajinomoto products, dishes, spoons ) EC Channel: auction to get ads in time frames flash sale, double day (12.12.2022, 01.01.2023), Tet sale on e -commerce platforms (shoppe, lazada), shopee's brand festival livestream to give codes discount On social media: promote affiliate marketing on fanpages that are mainly housewives and count by conversions to boost sales Timeline: Duration: 05/12/2022-21/01/2023 36 Media list: N Name o Facebook Youtube Tiktok Television N Name o Thiện 37 Nhân Hòa Minzy Chuyện Nhà Đậu Gia Cam Cam Gia Xồi Ơng Thích Nấu Ăn Thu Eatclean References: https://www.ajinomoto.com.vn/vi/gioi-thieu-chung-ve-ajinomoto/tap-doanajinomoto-1 Thị trường hạt nêm: Ngoài ngọt, cay (brandsvietnam.com) Ajinomoto SWOT Analysis, Competitors & USP | MBA Skool Branding & Positioning of Knorr soup (slideshare.net) Ajinomoto mắt hạt nêm Aji-ngon® Heo cải tiến (thanhnien.vn) 38 https://dongtac.hncity.org/?Nha-san-xuat-bot-nem-o-Viet-Nam-thua-nhan-su-that https://www.ajinomoto.com/cms_wp_ajnmt_global/wp-content/uploads/pdf/6.Business-Corporate-Overview-complete-version.pdf Marketing Mix Of Ajinomoto Co Inc (case48.com) Homepage Ajinomoto Vietnam Cùng Ajinomoto Việt Nam nâng cao sức khỏe cho người dân Việt (24h.com.vn) 39 ... campaign "Thêm vị, thêm tết Ajingon" aims to increase sales during Tet and increase Ajingon''s brand recognition The purpose is to inspire Vietnamese housewives to create and refresh Tet dishes... Hashtag: #Tetkhacbiet #SongthemViet #tet2 023 Duration: 26/12 /2023 - 15/01 /2023 Details: +Participation rules: Take a picture and the recipe, meaning in the caption about the Tet dishes Aji- ngon is... dishes on Tet Now, Tet holidays will become more fun thanks to activities with family and friends, helping to connect people with each other Tagline: Ajingon- Thêm vị, thêm Tết Meaning: During