Untitled 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 T[.]
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 0 Tieu luan MEMBER-LIST AND PERCENTAGE OF CONTRIBUTION TEAM ZOO No Name Student ID Percentage Of Contribution Trần Thảo Nhi 720H1399 100% Huỳnh Anh Tài 720H1411 100% Phạm Hương Giang 720H1374 100% Nguyễn Đăng Tân 719H0906 100% Nguyễn Hồng Phúc 720H0978 100% Trần Hương Quỳnh 720H0992 100% Đỗ Khắc Anh Duy 720H1371 100% 0 Tieu luan TEACHER'S COMMENTS ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… …………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… 0 Tieu luan Contents I Executive Summary: .4 II Situation Analysis: Market summary: .5 1.1 Actual Situation: .5 SWOT analysis: .7 2.1 SWOT analysis for the company-AJINOMOTO: 2.2 SWOT analysis for Aji-ngon: Competition: 10 III Marketing Strategy: 12 Strategy Objectives: .12 a) Objectives: 12 b) Mission and vision of Ajinomoto: 13 Target Market: .13 2.1 Segmentation: 13 2.2 Targeting: 14 Consumer insight: 15 Brand positioning: .15 BRAND KEY 16 Root Strengths: 16 Competitive environment: 16 Target customer: 17 Insight: 17 Benefit 17 0 Tieu luan Value, beliefs and personality .18 Reason to believe 18 Discriminator 18 Essence: .18 Strategies: 19 5.1 Product: 19 5.2 Price: 19 5.3 Place: 20 5.4 Promotion: 22 IV Tet promotion plan: 23 Idea: 23 Tagline: 23 Sale promotion campaign: .23 3.1 Digital marketing: 23 3.2 Sale promotion: .24 3.3 Merchandising: 33 4.Communication: 34 4.1 TVC: 34 4.2 Online PR: .34 4.3 Pano: .34 4.4 OOH: .34 4.5 Sponsor: 34 Execution: 34 Timeline: 35 0 Tieu luan Media list: .35 References: 37 0 Tieu luan 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 0 Tieu luan 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 0 Tieu luan 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 0 Tieu luan - 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 0 Tieu luan ... Promotion: 22 IV Tet promotion plan: 23 Idea: 23 Tagline: 23 Sale promotion campaign: .23 3.1 Digital marketing: 23 3.2 Sale promotion: ... 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... that, cooking at street vendors, food stores, restaurants, 13 0 Tieu luan Marketing Strategy Marketing mix Marketing mix Marketing mix Products -Knorr seasoning with filet mignon and bone marrow