PRINCIPLES OF MARKETING PROJECT REPORT masan consumer joint stock company (masan consumer)

HANOI UNIVERSITY FACULTY OF MANAGEMENT AND TOURISM PRINCIPLES OF MARKETING PROJECT REPORT Tutor : Mr Nguyen Minh Duong Subject: Principles of Marketing Class : LEC – TUT Group : Company chosen : Masan Consumer Brand chosen : Omachi Noodles Member : Tran Doan Thanh Trang – 1704040123 Duong Thi Mai Phuong – 1804010084 Nguyen Ngoc Anh – 1904010008 Nguyen Thanh Tung - 1904010092 Hanoi, 2021 As society is developing more and more, people's lives are improving, we also spend more time at work Therefore, consumers have been tending to use more and more utility products Understanding this demand of customers, companies have produced a series of instant products such as noodle soup, porridge, noodles, Typically, the instant noodle product line has created a competitive market fierce competition with many large companies Instant noodles were born in Japan in 1958 and quickly became one of the most consumed processed foods in the world In the early 90s, instant noodles were present in Vietnam with a wide variety of products Currently, instant noodles in Vietnam are widely used by all classes of people In this assignment our team chose Omachi noodles - a famous product of Masan Consumer to build a marketing plan Although born later than products of other companies, Omachi noodle products have quickly been known to consumers This report is divided into main parts: Company Introduction, Current marketing situation, SWOT analysis, Main Issues, Marketing Objectives, Marketing Strategies, Action Program and Illustrations for your proposed action program Page I Masan Consumer Joint Stock Company (Masan Consumer) was formerly known as Viet Tien Technology - Engineering - Trading Joint Stock Company, specializing in the production of processed foods and condiment products Established in 1996, Masan Consumer has quickly maintained its leading position in the food and beverage industry in the domestic market after transforming from a purely export model To date, Masan Consumer has become a billion-dollar revenue company with a diversified and trusted portfolio of product brands in the field of consumer goods (“FMCG”) Masan Consumer is involved in most of the FMCG segments, including convenience foods (instant noodles & porridge), condiments (soy sauce, fish sauce, chili sauce), processed meats (pasteurized sausages, etc.) pork balls), soft drinks, coffee, cereals and cosmetics According to Kantar World Panel, 98% of Vietnamese households use at least one Masan Consumer product in 2020 (Annual Report 2020) At the same time, Masan Consumer is in the top largest F&B companies in Vietnam in terms of revenue and in the top 10 most valuable brands in Vietnam According to Euromonitor, Masan Consumer has the largest market share in the fish sauce industry with 29.8%, the second largest in the instant noodles industry with 20.0% - just behind Acecook Vietnam (unlisted) and the third largest in the market energy drink market In addition, the company also leads in the segment of instant coffee (about 40% market share) with two main brands, Vina cafe and Wake up Page I Page I I The level of product Level : Core product Masan Consumer launched Omachi instant noodles with a clear message: potato noodles help consumers not be afraid of heat It's a great strategy for Omachi products It hit on consumers' concerns about instant noodle products that can cause heat in the body and offered a potato noodle solution to alleviate that doubt The key point of the message is that Omachi products focus on the health of customers because the kukoamine in potatoes has skin-beautifying and health-promoting effects Omachi instant noodles come in many different flavors including : “Braised Pork Rib Flavor”, “ Beef Stew Flavor”, “ Hot and Sour Shrimp Flavor”, “Crab Flavor”, “ Spaghetti Sauce flavor”, “Special Minced Beef With Wine Sauce Flavor”, “Salted Egg Cheese Sauce Mix Flavor”, “Super Spicy Shrimp Flavor”, “102 Beef With Pickle”, “102 Spicy Seafood Hot Pot”, “4 Minutes Stew Beef Flavor”, “Spicy Beef Flavor” Level : Actual product Brand name : Omachi instant noodles Features : The noodles are soft, chewy, and have a beautiful golden color, mixed with a rich sauce 100% ingredients are from nature Chemicals are completely excluded in the noodle production process and additives and preservatives are also not found Omachi provides consumers with enough protein, starch and energy for the customer's body Logo : Slogan : “Omachi noodles made from potato fibers - Very delicious without fear of heat” Page I Meaning of logo: The name “Omachi” was one factor that made the brand popular Not only make it sound appealing but also make sense Omachi in Japanese means “wait a minute”, the prominent “Omachi” written in red, inspires customers to, as the company claims, “an irresistible temptation.” The circles as seen in the letters O, A, C and I in the logo represent the company's careful selection of components The stars symbolize the outstanding quality of the products and the company's ambition to enhance Omachi's sales at the international level The net weight of an Omachi ranges from 77g as minimum to 120g as maximum Packaging design : With its vertical shape and black background, Omachi completely highlights the other instant noodles The product packaging is designed with nylon, so it is waterproof and helps products to avoid being damaged during transportation Packaging has attractive and impressive colors and images to attract customers at first sight Besides, Omachi noodles not only have many flavors of noodles, but also have many different packaging forms like pack, cup, bowl and various packaging sizes: carton, packs/bag ; 10 packs/bags or 30 packs/carton that let customers easier to choose and buy Level : Augmented product Masan Consumer launches Omachi Cup – complete meal solution and Omachi mashed potatoes Next, the company also entered the ultra-premium market with Omachi Cup Noodles - Business Class, a solution for delicious, nutritious meals with vegetables and meatballs Page I Product classification: Like many other instant noodle brands, Omachi is classified as a convenience product because consumers can buy it in many places such as supermarkets, grocery stores or local markets Besides, the outbreak of the COVID-19 pandemic has limited going out, so most consumers have turned to home-cooked meals and stored dry food for a long time Therefore, the demand for packaged foods such as instant noodles has increased sharply around the world Product life-cycle The instant noodle market in Vietnam in general and Omachi brand in particular is at a maturity stage due to the increasing demand of consumers In 2020, Omachi instant noodles dominate the high-end segment with 45% market share, becoming the best-selling brand in supermarkets, convenience stores and the best-selling bowl of noodles in the country (Vietdata,2021) Currently, Omachi is taking steps to maintain growth and avoid a drop in sales profits as much as possible Page I Page I 41 − − − Encouraging the purchase of consumers Stimulating demand at the point of sale with products on Tet holiday Creating an enjoyable shopping experience for consumers Page I 42 Page I 43 Page I 44 Page I 45 Page I 46 Page I 47 Stage Page I 48 Page I 49 Page I 50 Page I 51 Page I 52 Annual report 2020 [online] Available at: https://masanfood-cms-production.s3-ap-southeast1.amazonaws.com/medialibrary/6d1/6d1f4f53b23439a1aaa0290ac7d73e50/ b5c5a0fbd0736888f102e6f9fa88fab3.pdf Annual Report 2019 [online] Available at : https://masangroup-cms-production.s3-ap-southeast1.amazonaws.com/iblock/d92/d925b07e4787e2ef1e01092859570ccd/6767a 951c82c9cc074eb118f9cb375ad.pdf Brandsvietnam (2012) Quảng cáo mì Omachi: Đánh tráo khái niệm? [online] Brands Vietnam Available at: https://www.brandsvietnam.com/217-Quang-cao-mi-Omachi-Danh-traokhai-niem BusinessForum (2021) Thị trường mì gói chứng kiến đua khốc liệt, Asia Food với sản phẩm chủ lực Gấu Đỏ đứng thứ sau Acecook chiến lược giá bình dân, Masan mạnh mẽ tiến vào thị trường cao cấp [online] Available at: https://businessforum.vn/doanh-nghiep/thi-truong-mi-goi-chung-kiencuoc-dua-khoc-liet-asia-food-voi-san-pham-chu-luc-gau-do-dung-thu-2sau-acecook-bang-chien-luoc-gia-binh-dan-masan-manh-me-tien-vao-thitruong-cao-cap-150.html Châu Cao (2021).Masan thu tỷ USD từ mì tơm, nước mắm, đồ uống năm 2020: Omachi Kokomi “phả nóng” vào Hảo Hảo [online] Available at : https://cafef.vn/masan-thu-ve-1-ty-usd-tu-mi-tomnuoc-mam-do-uong-trong-nam-2020-omachi-va-kokomi-pha-hoi-nongvao-hao-hao-20210331172731878.chn Dinh Hieu ( 2021).Chuyện “ơng lớn” mì gói “làm mưa làm gió” thị trường nội địa [online] Available at: https://thuongtruong.com.vn/news/-chuyen-ve-nhung-ong-lon-mi-goi-lammua-lam-gio-tren-thi-truong-noi-dia-63739.html Jame Chen(2020) Financial intermediary.[online] Available at : https://www.investopedia.com/terms/f/financialintermediary.asp Maidy Chan (n.d.) Omachi www.academia.edu [online] Available at: https://www.academia.edu/7058394/Omachi Masanconsumer.com (n.d) Masan Consumer - Export [online] Available at: https://www.masanconsumer.com/export/index.html Hải Trần (2021) Xu hướng mua hàng qua ứng dụng điện thoại [online] Available at: https://thanhnien.vn/xu-huong-mua-hang-qua-ung-dung-dienthoai-post1396521.html Page I 53 Lan Anh (2021) Masan “phép thử” đại dịch [online] Nhịp sống kinh tế Việt Nam & Thế giới Available at: https://vneconomy.vn/masan-va-phep-thu-trong-dai-dich.htm Quynh Chi (2020) Masan đẩy mạnh hoạt động hỗ trợ cộng đồng [online] Báo điện tử VTC News Available at: https://vtc.vn/masanday-manh-cac-hoat-dong-ho-tro-cong-dong-ar568404.html Tuoitre Online, 2021 Thị trường bán lẻ Việt Nam nhìn từ thương vụ M&A Masan [online] TUOI TRE ONLINE Available at: https://tuoitre.vn/thi-truong-ban-le-viet-nam-nhin-tu-cac-thuong-vum-a-cua-masan-20210605113211.htm Tieudungvietnam(2021) Cạnh tranh khốc liệt thị trường mì gói [online] Available at: https://tieudungvietnam.vn/tieu-dungthong-minh/canh-tranh-khoc-liet-trong-thi-truong-mi-goia111949.html Thành Trung (2021) Bnews - Tin tức kinh tế nhất, cập nhật 24h [online] bnews.vn Available at: https://bnews.vn/masan-chinh-thuc-lan-san-sang-mang-vienthong/213520.html Tuoitre.vn (2021) Masan đồng hành địa phương chống dịch COVID-19 [online] TUOI TRE ONLINE Available at: https://tuoitre.vn/masan-dong-hanh-cung-cac-dia-phuong-chongdich-covid-19-20210531170801558.htm Tuyết Nga (2017) Thị trường mì gói: Khốc liệt đua giành “miếng bánh thị phần.” [online] conglyxahoi.net.vn Available at: https://conglyxahoi.net.vn/doanh-nhan-doanh-nghiep/thi-truong-migoi-khoc-liet-cuoc-dua-gianh-mieng-banh-thi-phan-7970.html 123docz.net (n.d).Phân tích doanh nghiệp - Omachi.[online] Available at : https://123docz.net/document/6066662-phan-ti-ch-ve-doanh-nghie-pomachi.htm / Page I 54 Thảo Nguyên (2021) Masan Consumer Nguyễn Đăng Quang làm ăn sao? [online] cafebiz.vn Available at: https://cafebiz.vn/giau-len-tu-my-tom-nuoc-mam-ty-phu-nguyendang-quang-da-lam-gi-giup-masan-consumer-sinh-loi-khong-ngungsuot-20-nam-qua-20211103153917995.chn Thanh Hà (2021) Masan Consumer (MCH) đặt mục tiêu tăng trưởng hai số năm 2021, lần đầu ghi nhận doanh thu vượt tỷ USD năm 2020 [online] Available at: https://nhipsongdoanhnghiep.cuocsongantoan.vn/doanh-nghiep/masanconsumer-mch-dat-muc-tieu-tang-truong-hai-con-so-nam-2021-landau-ghi-nhan-doanh-thu-vuot-1-ty-usd-nam-2020-3561812.html Vietdata (2021) Thị trường mì ăn liền: Những “huyền thoại“ lâu đời dần vị trước chiến kẻ đến sau [online] Available at : https://www.vietdata.vn/thi-truong-mi-an-lien-nhung-huyen-thoai-laudoi-mat-dan-vi-the-truoc-cuoc-chien-cua-nhung-ke-den-sau143417937 www.masanconsumer.com (2007) Mì gói Omachi từ khoai tây [online] Available at: https://www.masanconsumer.com/masan-info-news-and-event/mi-goiomachi-tu-khoai-tay-moi-2/ Action Program https://docs.google.com/spreadsheets/d/1V2XSB_UqgeSqJnJM28A4L 7wNWYucxDctq6rFwFCQSvs/edit#gid=1953283066 Page I 55 ... providers of Masan Food Joint Stock Company are Masan Industry Joint Stock Company, Masan Phu Quoc Joint Stock Company, and Joint Stock Company of Viet Tien Joint Stock Company All three of these... program Page I Masan Consumer Joint Stock Company (Masan Consumer) was formerly known as Viet Tien Technology - Engineering - Trading Joint Stock Company, specializing in the production of processed... FACULTY OF MANAGEMENT AND TOURISM PRINCIPLES OF MARKETING PROJECT REPORT Tutor : Mr Nguyen Minh Duong Subject: Principles of Marketing Class : LEC – TUT Group : Company chosen : Masan Consumer