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 AI 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 i I hi ASV i iii i f li i i bl issues In this way, ASV represents a strategic initiative for realizing sustainable growth Through the ongoing implementation of the ASV cycle, the Group will enhance corporate value by accumulating value into corporate brand Target Market: 2.1 Segmentation: a Demographic: Age: 20 - 50 years old Sex: Female Occupation: all jobs, especially house wife or the peson in charge of cooking for family b Customer behaviour: Why people choose products? W-O-M, influence from the parent ‘s consumer habit Impression by advertisements campain or tvc on Tv Brand claim that the product suitable for customer’s health Logical price and the many interesting promotion 2.2 Targeting: We select the target market to focus on customers who are housewives between the ages of 20 and above who have traits like being in charge of family meals, making buying selections for the family, take care of health member in family and being price sensitive Aji-ngon seasoning users said the reason why they used it is: The taste of the product is one of the main factors influencing why the majority of interviewees decide to use Aji-ngon in their kitchens People said that seasoning the product made it more pleasant and improved the dish, particularly with soups 16 The fact that the Ajinomoto company has a well-established reputation for Japanese quality and production cycle also contributed to the participants' high regard for Aji-ngon As a result, they feel confident utilizing Aji-ngon to prepare meals for their family Aji-ngon has moreover been known and used for a very long time due to its established reputation and early access to the Vietnamese market, gradually becoming a habit for many homes Many respondents indicated that they had been introduced to using Aji-ngon by family members or that their family had been using it regularly for a long time Next, Aji-ngon has products at competitive costs Some participants believe in Ajingon because they can afford the product's pricing (even those with modest middleclass incomes) and take advantage of the company's frequent kitchenware sales The majority of the interviewees also cited the fact that they frequently watched Aji-ngon TV advertisements and were drawn to them as a final justification Users of other brands provided the following reasons for not choosing Aji-ngon: ngon: The first drawback of Aji-ngon mentioned by the participants is that the product preservation method is inadequate, resulting in the product's occasionally lumpy texture The taste of Aji-ngon is a little too sweet for their family's taste, which is the second reason why many people don't choose it Additionally, some families who have vegetarian members assert that Ajingon doesn't make any vegetarian-friendly products Last but not least, many households mentioned that they were accustomed to using other brands and were hesitant to switch Consumer insight: Vietnamese women often focus on each meal in their family, they have to fulfill their obligations to their health families Because, the meals in Vietnamese are the time for the members to connect and gather fully Therefore, they take care of nutritious meals and choose high quality products It must be suitable for the price and also have a natural delicious taste and not contain substances harmful to health And the product has to be easily found in the Vietnamese market Brand positioning: 17 The brand positioning model was created based on main categories: weight of seasonings glutamate (MSG) and price In 2007, by a survey conducted by Nguyễn Đức Thịnh, Phan Nguyễn Thị Trung Hương, Hoàng Thị Nga, Trần Thị Ánh Nguyệt (from Institute of Public Health) about E631 and E627 in seasonings powders in HCM City, the results shows that: Knorr has the ratio of 1595,95 mg/kg for E631; 3646,58 mg/kg for E627 Maggi chicken powder has the ratio of 3483,52 mg/kg for E631; 4509,93 mg/kg for E627 Maggi stewed bone seasonings has the ratio of 6785,20 mg/kg for E631; 7824,17 mg/kg for E627 Ajingon Bone and Meat Seasonings 734,17 mg/kg for E631; 23,86 mg/kg.for E627 Source: https://vtc.vn/hat-nem-98-khong-phai-tu-thit-xuong-ar86399.html Ajingon products also have a relatively low price which is suitable for the income of Vietnamese consumers For example, price of Maggi seasoning in Bach Hoa Xanh is 39.000 VND for 400g but Aji-ngon is 33.000VND for 400g BRAND KEY Root Strengths: Aji-ngon Pork Seasoning has improved in quality and appearance in order to suit the constantly growing expectations of consumers, guaranteeing to deliver delectable meals "đậm thịt xương "- new slogan of Aji Ngon, the major component of which is broth extracted from the bones, marrow, and pork, providing harmony The dish is 18 more savory because of Aji-ngon Pork's new, inventive formula, which preserves the food's original flavor Along with quality improvements, the new Aji-ngon Pork Seasoning has a luxurious and prominent appearance, making it simpler for customers to recognize and select the product A strong quality control system is followed throughout the entire production process to guarantee high-quality and secure products for consumers 25 Products are investigated and enhanced based on the preferences of the Vietnamese people Bone and meat broth is made in a way that mimics Vietnamese housewives' cooking Competitive environment: Kantar Worldpanel conducted a survey on the amount of seasoning used in Vietnam in 2013, the results showed that every year Vietnamese consumers used 1500 tons of seasoning Nielsen said: "The demand for seasoning seeds for meals in Vietnamese families is very large, specifically 30 million liters of soup/day, seasoning for fried dishes on weekends increased by 18 million dishes/day, seasoning in stock 14 million pot/day - -There are many brands of seasoning seeds in Vietnam but there are three biggest seasoning brands in Vietnam market and they are Knorr (Unilever), Aji-ngon (Ajinomoto), and Maggi (Nestlé) According to Nielsen statistics, Knorr still leads the seasoning market share with nearly 50%, followed by Aji-ngon -However, the weakness is that this business launches a new product, immediately other businesses have similar products and stronger promotions, so the market is always fiercely competitive Target customer: Age: from 20 to 50 Sex: Females make up a large proportion, who are having independent life, get married and spend cooking at home to care for family and themself Income: over 2.000.000 VNĐ/ month Jobs: all jobs, especially housewives or officer Characteristic: People who usually choose products of good quality and have more nutrients for their family, always take care of their family Aji-ngon will focus on health conscious people/ the healthy lifestyle Also, people who are strict with time management It also suits people who want a one-stop solution for hunger, or not want to take much effort in preparing food 19 Insight: Vietnamese women will have joys and desires to become a good wife, mother, and successful person in life (both taking care of their family and taking care of themselves) They often choose to express their love through everyday dishes However, they are concerned that the use of MSG will cause health effects Therefore, they want a product that will help them create delicious and nutritious dishes Benefit We have impression on Ajingon with slogan “ Ngon từ thịt, từ xương “ and brand image about healthy spice that is suitable for family care Spices are indispensable in every Vietnamese meals which creat the unique taste and convenient using Aji-ngon contains healthy amino acids that help develop muscle and are good for the health of the elderly Value, beliefs and personality Aji-ngon believes that eating not only nourishes the body but also nourishes the mind Through the family meals increase the family affection Based on the understanding of each country's eating habits to bring deliciousness to a healthy life every day Reason to believe Aji-ngon is the strong brand which has associated with every Vietnamese meals for a long time Aji-ngon ensure the quality of units line product which has many certificates from professional orgarization for example: HACCP, ISO 9001 : 2015, HALAL Discriminator Aji-ngon focuses on product research and development When entering the Vietnamese market, the group has researched and developed products exclusively for the domestic market The best example is Aji-ngon, a seasoning made exclusively for the Vietnamese market with three optional ingredients: pork, chicken, shiitake, and lotus seed Aji-ngon is the most obvious result of the product localization strategy 20 Aji-ngon is the pioneer seasoning on the market today using the advanced technology " bone extract" produced directly at Ajinomoto factory according to modern Japanese technology Moreover, the production process is strictly controlled, the raw materials are carefully selected to meet the strict requirements of food safety and hygiene Throughout the production process until the final product reaches the consumer according to the standards of Quality Management System, Hazard Analysis System and HACCP Critical Control Points to ensure hygiene food safety, FOOD DEFENSE Food Security System to control intentional hazards affecting product quality, Environmental Management System, Health and Safety Management System OHSAS occupational health and Energy Management System Essence: With the message "Eat well, Live well", Ajinomoto constantly implements initiatives to help solve social problems through its business activities The product wishes to contribute to creating a healthy social community, contributing to the world food and health field to promote a better life in the future; leveraging the strengths of amino acids to address food and health issues related to dietary habits and an aging population Those things are the core values in the product that they want to bring to consumers Strategies: 5.1 Product: Wedge seeds are the main product of the brand, but it is a product that is difficult to diversify the properties of the product, but can only change factors such as packaging or packaging form Therefore, during Tet 2023, we decided to keep the tastes of seasoning seeds: pork, chicken, shiitake mushrooms and lotus seeds – flavors that have been researched and developed exclusively for the Vietnamese market so that users can make choices that suit their family tastes Quality: To ensure the quality and taste of products, ensure food hygiene and safety, the products are still censored according to: ISO 9001: 2015 Quality Management System Standard Hazard analysis system and HACCP critical control points to ensure food hygiene and safety FOOD DEFENSE food security system to control intentional hazards that affect product quality ISO 14001:2015 Environmental Management System OHSAS 18001:2007 Occupational Health and Safety Management System ISO 50001:2011 Energy Management System 21 Strict standards of the Ajinomoto Group's ASQUA Quality Management System Packaging : We want to change the packaging to attract and impress consumers more Specifically, on the package, there will be more details about Tet such as gold coins, apricots, peaches, swallows The main color is red- yellow Because red is the main color that people love because red is the color of fun, warmth, luck, happiness Next to the traditional peach branch is an apricot branch with a brilliant yellow color that will bring people many prosperous fortunes Therefore, the product must have vivid and cheerful colors We still decided to keep the product packaging design style (style, size, font) so as not to lose the familiar image in the minds of consumers However, the packaging will add many details to create a Tet atmosphere 5.2 Price: Weight: The weight remains the same 5.3 Place: Ajinomoto products include monosodium glutamate, seasoning, food seasoning are products that serve the daily necessities of people These products can be sold anywhere with a small sales area, the point of sale can be placed right in the family, on the street, all alleys, markets anywhere people Any consumer who needs it can buy it At the present time, Ajinomoto's distribution system is organized according to main sales channels This helps the company to serve customers in the most accurate and thoughtful way at different customer groups The four sales channels are: general trade; modern trade; restaurant Hotel; industry custom food and e-commerce channel Selling products on ecommerce is quite new, but it has grown rapidly and brought a lot of revenue for the company 22 Distribution channel of Ajinomoto GT MT HORECA E-COMMERCE Retailer Wholesale Grocery Convenience store Hotel/ Restaurant Shopping mall At Tan My Market in District 7, we conducted a quick survey with spice buyers, most consumers have the habit of buying at grocery stores, traditional markets or wholesalers, near that area (GT channel) more than other channels Therefore, Ajinomoto focuses more on the traditional market Moreover, Aji-ngon seasoning has a rich flavor that makes the dish delicious and indispensable in every meal, so Ajinomoto wants to develop market share, the sales brand must first complete the wide distribution system so that consumers can enjoy it users can reach everywhere such as grocery stores, traditional markets, convenience stores achieving that goal, Ajinomoto has distributed their products in the following ways: First, in GT channel, the company has built a strong distribution team According to Ajinomoto's Brochure, the company has large distribution centers in Long Thanh, Hai Duong and Da Nang At the same time, Ajinomoto has an extensive business network with nearly 290 direct sales teams in 63 provinces and cities, so Ajinomoto Vietnam's products are distributed to customers all over the country, from urban to rural areas villages, from plains to mountainous areas, and even remote and island areas Always appreciate dedicated and attentive service to each customer; Ajinomoto Vietnam has a strong, well-trained staff to serve customers and deliver home to customers nationwide Customers of the sales teams are mainly wholesalers, retailers, grocery sellers, including individuals, households at markets, residential areas This helps Ajinomoto not to depend too much on agents, but products can be widely distributed to each other small area, each consumer in the shortest time This form helps the company to distribute products almost directly to consumers without going through agents, so it is considered a form of direct 23 ... 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... 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:... watched Aji- ngon TV advertisements and were drawn to them as a final justification Users of other brands provided the following reasons for not choosing Aji- ngon: ngon: The first drawback of Aji- ngon