MAGGI SEASONING GRANULES SWOT analysis SWOT OF NESTLÉ maggi

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION ASIAN MARKETING MANAGEMENT MAGGI SEASONING GRANULES Giảng viên hướng dẫn: NGUYEN THI QUYNH ANH Nhóm: MAGGIE HCMC, NOVEMBER 2021 30 LIST OF MEMBERS MAGGIE No Full name Nguyễn Ngọc Lan Anh (leader) Bùi Thị Châu Trâm Phạm Nhật Quang Nguyễn Ngọc Quỳnh Như Võ Đại Minh Hoàng Lê Phạm Thanh Huyền Vũ Nguyễn Bình Giang 30 INTRUCTOR’S REVIEW 30 TABLE OF CON EXECUTIVE SUMMARY SITUATION ANALYSIS 2.1 Market summary 2.2 SWOT analysis 2.3 Competition Indirect competitors 2.3.1 Direct competitors 2.3.2 E-commerce 2.4 MARKETING STRATEGY 3.1 Objectives 3.3 Consumer insight 3.4 Brand positioning model 3.4.1 Root Strength 3.4.2 Competitive environ 3.4.3 Target 3.4.4 Insight 3.4.5 Benefits 3.4.6 Value, Belief, Person 3.4.7 Reason to Believe 3.4.8 Discriminators Core Value 3.4.9 Strategies 3.5 3.5.1 Product 3.5.2 Price 3.5.3 Place 3.5.4 Promotion TET PROMOTION PLAN Ideas 4.1 4.1.1 Situation 4.1.2 Digital Marketing 4.1.3 Communication 30 4.2 Tagline 4.3 Sales promotion 4.3.1 Promotion for consu 4.3.2 Promotion for custom 4.3.3 Merchandising 4.3.4 E-Commerce Execution 4.4 4.4.1 Digital Marketing 4.4.2 Communication Short movie 4.4.3 Timeline 4.5 REFERENCES APPENDIX 1: IMAGE INDEX APPENDIX 2: TABLE APPENDIX 3: TVC SCRIPT IN VIETNAMESE 30 EXECUTIVE SUMMARY Maggi is a brand belonging to Nestle corporation that ranked the world's biggest food conglomerate in F&B health science businesses by Forbes with around 273,000 employees and gained 84.34 billion dollars in sales in 2020 The brand that is a pioneer in the food industry supplying more than 300 types has more than 130 years of development history The brand penetrated the Vietnamese market in 1935 Maggi aspires to enhance health in life and nourishing meals for more than 26 million households in VietNam with the mission statement "Good Food, Good Life." The brand products are becoming a "consumer's best friend" in their kitchen, helping them prepare and cook delicious, nutritious meals for their families every day The Vietnamese seasoning market is currently led by three big brands, Knorr, Aji-ngon, and Maggi The main competitor of Maggi is Knorr, when they both target the urban market while Aji-ngon focuses on the rural market The products of these brands all help the food to be more delicious However, the ways of communicating the message among the three brands are different Knorr emphasizes the statement of "full taste of deliciousness" (vị ngon trọn vị), Ajingon concentrates on "delicious be double" (vị ngon nhân đôi) and Maggi focuses on conveying "natural deliciousness" when housewives use their products for cooking According to a report of Euromonitor International in 2020, the overall retail sales of Maggi Vietnam reached 1263.6 billion VND Not only the domestic market, but Maggi Vietnam also exports its products to other markets in the region such as Thailand, the Philippines, and countries that need strict quality standards such as the US, Australia, and Japan This leads to high growth in both volume and value of Maggi Vietnam Maggi will still maintain marketing and sales campaigns for Tet Holiday 2022 every year despite achieving high business growth The brand spends billion VND to implement this campaign and aims to increase sales and visibility on the media during Tet The campaign includes many activities such as advertising, sales promotion, communication, digital marketing, and eCommerce that are implemented from November 22, 2021, to January 29, 2022 Most of the cost is focused on advertising with a short film on Tet holiday and sales promotion to promote sales in multi-distribution channels The film's central message is that everyone should overcome their fear to feel that Tet is the most beautiful and meaningful time On difficult days, it is vital to choose the merriest and meaningful way to go 30 SITUATION ANALYSIS Vietnamese culinary culture always requires richness in flavor, and dishes are synthesized from many different ingredients They spend a lot of time and effort creating delicious and flavorful dishes Therefore, seasoning granules have become an indispensable product Nielsen said: "The demand for seasoning granules for meals in Vietnamese families is enormous: 30 million liters of soup/day, for fried dishes on weekends increased by 18 million dishes/day, seasoning in stew dishes 14 million pots/day Market Research Company TNS in 2008, 27% of urban households were interested in spending on spices The seasoning granules' market since 2008 (and until now) is almost entirely in the hands of four brands: Knorr (Unilever), Maggi (Nestle), Aji-ngon (Ajinomoto), and Chinsu (Masan Food) Opportunities and threats when businesses enter the seasoning granules' market: - Opportunities: a stable industry has much potential for development, so there are many opportunities to expand the market - Threats: competition between existing and potential brands Most consumers are familiar with the names of long-standing brands 2.1 Market summary Market description and attributes: Spices to enhance daily meals are now considered a huge market that any family must need For a long time, many companies have taken turns participating in the Vietnamese spice market and together conquering the taste of each Vietnamese family Criteria to evaluate products are also unclear but mainly depend on how the advertising business creates psychology in customers The market needs: Vietnam consumes about 1,500 tons of seasoning powder/year, of which Maggi brand is about 400 tons, Knorr 300 tons, Ajinomoto 200 tons, and some other brands Market trends: The popularity of brands among similar spices is not much different A brand that organizes more promotions advertises more and costs more for eye-catching displays will sell better Buyers are still not loyal to certain brands Market growth: It is expected that the demand for spices, especially those that synthesize many ingredients and are convenient to use in daily meals of families, will increase by over 30% per year Brands that already have a foothold in the market try to launch various programs to try to capture every percentage of the market New brands try to find gaps to squeeze in The seasoning market in Vietnam began to form in less than 20 years but has proven to be a very attractive market with much potential 30 2.2 SWOT analysis SWOT OF NESTLÉ - Maggi Strengths Weaknesses Nestlé Nestlé • Nestle is one of the top corporations • There have been periods of criticism • • • • • • in the field of F&B and has a longstanding brand name Annually invests 1.72 billion USD in R&D and owns 21 research centers around the world Have a large distribution system Owns a variety of famous brands with more than 2000 different products Support the community through CSV programs that are appreciated by consumers Invest in digital transformation across areas such as marketing, social media, e-commerce, manufacturing, and supply chain Also Data-driven application for marketing Maggi Maggi • The products of Maggi are easily • because some products are not of good quality Someissues have been miscommunicated by Nestle, such as infant formula and breast milk • The market share of Maggi is approached Have advertising contracts with a lot of influencers to PR, especially "Cam Cam's family." shrinking significantly in VN • Some false health information is • created regarding the products created by social media The price of Maggi is a higher comparison with competitor's products 30 Opportunities Nestlé • NESTLE can focus on sales through • • the big retail chains to promote its products Partnerships – Strategic alliances with other food and beverage giants are also an excellent opportunity to increase sales and profits Online shopping – Nestle has a remarkable opportunity to boost its e-commerce sites and online shopping platform Threats Nestlé • Rising competition – Many CPG companies like Mondelez and Unilever offer similar food and beverage products It is hard for Nestle to compete in such a situation where substitute products are easily accessible • Government regulations and prices – Government regulations can affect the business operations of Nestle Additionally, the increasing costs of commodities force the company to increase the prices of its products It will lead to sales reduction as consumers can switch to other available brands at low costs Maggi • The • com pany can also focu s on the chai ns of resta urant s by offer ing certa in cust omiz ed or speci al offer s that will mak e it less of a sum er’s daily life Mag gi may targe t rural mar kets that not give n muc h atten • tio n Ne w flav ors, pac kag ing, and cur rent su mer s will hel p the bra nd exp and Maggi • Negative • word of mouth: online and social networks are threatene d by the spread of the adverse effects of Maggi seasonin g granules Price wars with other brands of noodles will influenc • • e sales of Maggi Increas ed compet ition could reduce the market share of Maggi Strict policy and food regulat ory regulati ons may affect the activiti es of Maggi Table Nestle - Maggi SWOT 30 goals if the status quo results are not as expected - Upload teaser video on official account - Follow to keep track of activities Youtube ads Table 36 Campaign timeline customer group 61 30 REFERENCES Nestlé Good Food, Good Life https://www.nestle.com/ Nestlé’s Maggi trademark in the world's “billionaire club” and in Vietnam – Part 01 https://bancavip.com/blogs/news/nestle-s-Maggi-trademark-in-theworld-s-billionaire-club-and-in-vietnam-part-01 Người dân TP Hồ Chí Minh đổ siêu thị mua sắm, sức mua tăng cao https://baotintuc.vn/kinh-te/nguoi-dan-tp-ho-chi-minh-do-ve-cac-sieu-thi-muasam-suc-mua-tang-cao-20210102183701265.htm Lượng khách mua sắm siêu thị tăng gấp 2-3 lần http://www.baodongnai.com.vn/tintuc/201902/luong-khach-mua-sam-tai-cacsieu-thi-tang-gap-2-3-lan-2931916/ Choáng ngợp "biển người" đổ xô mua sắm Tết sớm, siêu thị tắc nghẽn nhiều https://www.24h.com.vn/san-xuat-tieu-dung/choang-ngop-biennguoi-do-xo-di-mua-sam-tet-som-sieu-thi-tac-nghen-trong-nhieu-gioc60a1222343.html Mua sắm thời dịch COVID-19 - Bài 2: Chuyển hướng chợ mạng https://ncov.vnanet.vn/tin-tuc/mua-sam-thoi-dich-covid-19-bai-2-chuyenhuong-di-cho-mang/7d851dd8-24cf-4af4-b555-892be31b93e8 Mua sắm qua mạng thời dịch bệnh Covid-19 tiện lợi mà đầy rủi ro https://moit.gov.vn/tin-tuc/bao-chi-voi-nganh-cong-thuong/mua-sam-quamang-thoi-dich-benh-covid-19-tien-loi-ma-cung-da.html Thói quen mua sắm thay đổi hoàn toàn dịch Covid-19 https://nld.com.vn/kinh-te/thoi-quen-mua-sam-thay-doi-hoan-toan-trong-dichcovid-19-20210624181024228.htm Thông tin sản phẩm hạt nêm https://giadinhnestle.com.vn/thong-tin-san-pham-hat-nemMaggi.html?fbclid=IwAR0yFal3Jzs7EkCGzZIpbKdYBtfCOaYdkYkWVDFjVKIe5bwUBCWEE9isFU 10 Nestle wins world food fight Pepsico biggest in drinks with help from snack https://www.forbes.com/sites/johndobosz/2021/05/13/nestl-wins-worldfood-fight-pepsico-biggest-in-drinks-with-help-from-snacks/? sh=292d8bd6269d 11.Nestle groups global sales https://www.statista.com/statistics/268892/nestle-groups-global-sales/ 12 Total number of Nestle employees worldwide https://www.statista.com/statistics/255203/total-number-of-nestle-employeesworldwide/#:~:text=In%202020%2C%20Nestl%C3%A9%20employed%20app roximately,%2C%20headquartered%20in%20Vevey%2C%20Switzerland.&te xt=The%20Swiss%2Dbased%20company%20Nestl%C3%A9,manufacturer%2 0of%20consumer%20goods%20worldwide 62 30 13 14 “Nestle in vietnam 25 years of enhancing Vietnamese lives” report Royal Melbourne institute of teahnology university Viet Nam https://www.studocu.com/vn/document/royal-melbourne-institute-oftechnology-university-vietnam/marketing-principles/sgsmarketing-principlesasm-3-brand-used-Maggi/16430349 15 Thị trường hạt nem Ngoài cay https://www.brandsvietnam.com/9309-Thi-truong-hat-nem-Ngoai-ngot-trongcay 16 https://www.Maggi.com.vn/ 17 Tài liệu báo cáo Knorr https://tailieu.vn/docview/tailieu/2012/20120731/peheo_2/vanluong_blogspot_ com_knorr_027.pdf?rand=54645 th 18 Trends in FMCG sector December 2017 http://ceecvn.org/wpcontent/uploads/2017/12/Trends-in-FMCG-sector-Dec6th2017.pdf?fbclid=IwAR1JPP8ZqJFRLrADVUQ9mQgDLVSw6DfVO1neqF QmhZZv_3zFwjVl5tlRSds 63 30 APPENDIX 1: IMAGE INDEX Picture Competitors Picture Maggi’s products Picture Indirect Competitors Picture Noticeability of POSM and impact on purchase Picture Noticeability of POSM and Brand recognition Picture Combo Picture Combo Picture Combo grocery stores, retailers Picture POSMs Maggi Frame Picture 10 POSMs Set in supermarkets Picture 11 POSMs Set in Bach hoa xanh Stores Picture 12 POSMs Display islands Picture 13 Gondola end Picture 14 Combo gift Picture 15 Combo gift Picture 16 Combo discount Picture 17 Combo discount Picture 18 Tiếp thị Gia Đình Magazine’s target audience Picture 19 Print ads Picture 20 Illustrated billboard Picture 21 TVC scenes APPENDIX 2: TABLE Table Nestle - Maggi SWOT Table Maggi, Knorr, Aji-ngon SKUs Table Maggi, Knorr, Aji-ngon 4Ps Table Lazada comparison Table Shopee comparison Table Tiki comparison Table Maggi seasoning products price list Table Combo gift cost Table Combo gift cost Table 10 Combo grocery stores, retailers gift cost Table 11 Scratch ticket prize details Table 12 Scratch ticket prize cost Table 13 Scratch ticket cost Table 14 Prize distribution in the South region (South East, Mekong Delta) Table 15 Prize distribution in the North area (Northern Northern Midlands, Red River Delta) Table 16 Prize distribution in the Central Region North Central Coast and Southern Coast, Central Highlands) Table 17 POSMs for consumers cost and details Table 18 Products included in the display contest Table 19 Scoring criteria for the creative displays Table 20 Display contest prize detail Table 21 E-commerce gift cost Table 22 Combo discount cost 64 30 Table 23 Combo discount cost 40 Table 24 Total cost for sales promotion 41 Table 25 Influencers on Social media cost 43 Table 26 Digital Marketing total cost 43 Table 27 Illustrated billboard cost 46 Table 28 Scene script 47 Table 29 Scene script 48 Table 30 Scene script 49 Table 31 Scene script 50 Table 32 Scene script 51 Table 33 Scene script 52 Table 34 Scene script 54 Table 35 Total cost of the campaign 55 Table 36 Campaign timeline 61 65 30 APPENDIX 3: TVC SCRIPT IN VIETNAMESE Cảnh 1: Dẫ n truyện Cảnh Chi tiết Dẫn truyện Lồng tiếng: “Mùa xuân dài bất tận này, thành phố vắng khơng ngờ Lúc người ta nói, yêu người thân yêu gia đình, chỗ n chỗ đó.” 66 30 Cảnh 2: Nhân vật tìm thứ khiến nhớ lại kỉ niệm xưa Cảnh Thời Khung cảnh Quay Chi tiết lượng (giây) 20 67 30 Scene 3: Nhớ lại kỉ niệm Cảnh Thời Khung cảnh Quay Chi tiết lượng Tái lại cảnh gia đình bên vào ngày Tết ký ức nhân vật qua giai đoạn sống • Tết lúc nhỏ: Cảnh lúc nhỏ lần đầu mẹ dạy nấu ăn ngày Tết Anh chị em vào bếp ăn vụng vui đùa (Sử dụng hạt nêm Maggi) • Tết lúc lớn: Cảnh lớn lên mẹ nấu ăn Anh chị em dọn dẹp, trang trí nhà cửa chuẩn bị Tết • Tết trưởng thành, có gia đình khơng có dịch: Cảnh ơng bà vui mừng đón gia đình nhỏ đứa sau năm xa cách, cháu vui mừng chạy ùa tới ôm ngày Tết năm quê ông bà vui vẻ thăm hỏi ơng bà Cảnh 4: Nữ gọi điện thoại video với bố mẹ Cảnh Thời Khung cảnh Quay lượng Chi tiết (giây) 30 30 hàng cho nè.” Người ba cám ơn shipper đem gói hàng vào nhà với người mẹ (Rồi ba mẹ mở gói hàng, lấy hộp quà bên có nhiều sản phẩm Maggi trang trí đẹp mắt có thư người gửi gắm lời nhắn nhủ, động viên đến ba mẹ) 69 30 Cảnh 5: Ba mẹ nữ nhận q nữ gửi, bên có thư Cảnh Cảnh 6: Ba mẹ nữ đọc thư gái (Nội dung thư: 25s Gửi ba mẹ, Chắc có lẽ năm khó để thăm nhà Con gọi cho nhà vào trước thời khắc giao thừa, mẹ nấu ăn xa Với q này, nhà ơn lại hương vị quen thuộc dù cạnh Ba mẹ giữ sức khỏe yên tâm chờ năm sau ăn Tết chung Cả nhà phải thấy vui, xa vui (Chú thích cuối bảng kịch bản)) 70 30 Cảnh Thời Khung cảnh Quay Chi tiết Nhân vật: nữ Ba mẹ nữ mở thư Gửi ba mẹ, Chắc có lẽ năm khó để thăm nhà lượng (giây) chồng con, bố mẹ nữ chính, anh trai em gái nữ Quay cận cảnh thư, dòng chữ Cảm xúc: nhẹ nhàng đến da diết, chạm đến cảm xúc người xem 15 Âm thanh: BGM link: Fractured Light Music - Reunion | Beautiful Atmospheric Emotive Music Cầm gói Maggi hộp quà lên Gia đình nấu ăn: cảnh song song cảnh quê, cảnh thành phố (có chồng nữ chính) nấu ăn, dùng hạt nêm Maggi, nấu ăn: đồng điệu hương vị Quay góc trung, hẹp, quay chậm, chi tiết hoạt động hai gia đình Con gọi cho nhà vào trước thời khắc giao thừa, mẹ nấu ăn xa Với quà này, nhà ơn lại hương vị quen thuộc dù cạnh Ba mẹ giữ sức khỏe yên tâm chờ năm sau ăn Tết chung chuyện, cười vui Quay góc rộng cảnh hai gia đình ăn uống Sau tập trung vào ánh mắt, gương mặt niềm vui, cảm xúc thể gương mặt nhân vật 71 30 Cảnh 7: Lờ i chúc củ a nữ Cảnh Thời Khung cảnh lượng (giây) Quay Chi tiết Ba mẹ xúc động Ba mẹ quay sang nhìn người qua hình điện thoại, nghẹn ngào mà khơng nói nên lời, người bên đầu dây bên xúc động cười vui hạnh phúc Lời nhắn nhủ người anh lớn em gái gia đình Mẹ tâm với nhân vật chính, người anh với em gái dọn nhà, mẹ hỏi có muốn nói với chị Ba khơng nè? Người anh người em gái nói: “Khơng năm có đâu miễn nhà mạnh khỏe hạnh phúc Có đâu mà buồn” Lời nhắn nhủ nhân vật Nhân vật thấy cảnh gia đình vui vẻ, thầm nghĩ: “Tết khơng được, mong gia đình an vui” Kết thúc phim ngắn: “Mùa giữ khoảng cách quan trọng để ta gần theo cách khác.” Thời lượng: 5s Lời kết thúc: “Có Maggi, tết xa tết gần.” Thời lượng: 2s 72 30 ... SKU: • Maggi Shiitake mushrooms seasoning granules 55g, 200g, 450g • Maggi doubles Meat, Bone Marrow and natural spices seasoning granules 175g, 400g, 900g • Maggi “3 Ngọt” seasoning granules. .. e sales of Maggi Increas ed compet ition could reduce the market share of Maggi Strict policy and food regulat ory regulati ons may affect the activiti es of Maggi Table Nestle - Maggi SWOT 30... from Nestlé Vietnam Price list of Maggi seasoning products at some distributors in Vietnam Maggi doubles Meat, Bone Marrow and natural spices seasoning granules 400g Recommended price from the official