MAGGI SEASONING GRANULES SWOT analysis SWOT OF NESTLÉ maggi

EXECUTIVE SUMMARY

Maggi, a brand under the Nestlé Corporation, is recognized as a leader in the food industry, with a history spanning over 130 years and a diverse product range of more than 300 types As part of the world's largest food conglomerate, which employs around 273,000 individuals and generated $84.34 billion in sales in 2020, Maggi entered the Vietnamese market in 1935 Committed to enhancing health and providing nourishing meals, Maggi aims to serve over 26 million households in Vietnam with its mission of "Good Food, Good Life." The brand has become a trusted ally in kitchens, enabling families to prepare delicious and nutritious meals daily.

The Vietnamese seasoning market is dominated by three major brands: Knorr, Aji-ngon, and Maggi Knorr and Maggi primarily compete in the urban market, while Aji-ngon caters to the rural demographic Each brand enhances the flavor of food, yet they employ distinct communication strategies to convey their messages.

Knorr highlights the concept of "full taste of deliciousness," while Ajingon promotes "delicious be double," and Maggi emphasizes "natural deliciousness" to appeal to housewives in their cooking endeavors.

In 2020, Maggi Vietnam achieved impressive retail sales of 1,263.6 billion VND, as reported by Euromonitor International The brand not only dominates the domestic market but also exports to various regions, including Thailand, the Philippines, and countries with stringent quality standards like the US, Australia, and Japan, contributing to its significant growth in both volume and value Despite this success, Maggi continues to invest in marketing and sales campaigns for Tet Holiday 2022, allocating 6 billion VND to enhance sales and boost media visibility during this festive period.

The campaign includes many activities such as advertising, sales promotion, communication, digital marketing, and eCommerce that are implemented from November 22,

From 2021 to January 29, 2022, the primary focus of expenditures was on advertising, particularly through a short film created for the Tet holiday, alongside sales promotions aimed at enhancing multi-channel sales The film conveys a powerful message encouraging individuals to conquer their fears and embrace the beauty and significance of Tet During challenging times, it is essential to choose a joyful and meaningful path forward.

The SWOT analysis of MAGGI seasoning granules by Nestlé highlights the brand's strengths, such as its strong market presence and brand recognition However, it also identifies weaknesses, including dependency on specific markets and competition from local brands Opportunities for growth include expanding product lines and tapping into health-conscious consumer trends Conversely, threats encompass rising raw material costs and changing consumer preferences Overall, the analysis provides insights into MAGGI's strategic positioning and potential for future development in the seasoning market.

SITUATION ANALYSIS

Market summary

The Vietnamese spice market has become essential for enhancing daily meals, making it a significant sector for families Numerous companies have actively engaged in this market, striving to cater to the diverse tastes of Vietnamese households While the criteria for evaluating spice products remain ambiguous, they largely hinge on the effectiveness of advertising strategies in shaping consumer perceptions.

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

The demand for spices, particularly those that combine multiple ingredients for convenient daily use, is projected to grow by over 30% annually Established brands are implementing diverse strategies to capture market share, while new entrants are identifying gaps to penetrate the market Despite being less than 20 years old, Vietnam's seasoning market has emerged as an attractive and highly promising sector.

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses may involve competition from local seasoning brands Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include fluctuating raw material prices and changing consumer preferences Understanding these factors is crucial for enhancing MAGGI's market position and driving future success.

SWOT analysis

• Nestle is one of the top corporations in the field of F&B and has a long- standing brand name

• Annually invests 1.72 billion USD in R&D and owns 21 research centers around the world

• 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

• There have been periods of criticism because some products are not of good quality

• Some issues have been miscommunicated by Nestle, such as infant formula and breast milk

• The products of Maggi are easily approached

• Have advertising contracts with a lot of influencers to PR, especially

• The market share of Maggi is 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

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a loyal customer base, while weaknesses may involve limited product diversity Opportunities for growth exist in expanding into emerging markets and innovating new flavors, whereas threats include increasing competition and changing consumer preferences Overall, understanding these factors is crucial for enhancing MAGGI's market position and driving future success.

• 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

Rising competition in the consumer packaged goods (CPG) sector poses challenges for Nestlé, as companies like Mondelez and Unilever provide similar food and beverage products This abundance of readily available substitute products makes it increasingly difficult for Nestlé to maintain a competitive edge in the market.

• Government regulations and prices – Government regulations can affect the business operations of Nestle

Rising commodity costs are prompting the company to raise product prices, which may result in decreased sales as consumers turn to more affordable alternative brands.

• The company can also focus on the chains of restaurants by offering certain customized or special offers that will make it less of a consumer’s daily life

• Maggi may target rural markets that not given much attention

• New flavors, packaging, and current consumers will help the brand expand

• Negative word of mouth: online and social networks are threatened by the spread of the adverse effects of Maggi seasoning granules

• Price wars with other brands of noodles will influence sales of Maggi

• Increased competition could reduce the market share of Maggi

• Strict policy and food regulatory regulations may affect the activities of Maggi

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes Weaknesses may involve limited market penetration in certain regions and potential health concerns associated with processed seasoning products Opportunities for growth exist in expanding into emerging markets and innovating with healthier, natural ingredients However, threats such as intense competition and changing consumer preferences towards fresh and organic products pose challenges for MAGGI's market position Overall, understanding these factors is crucial for Nestlé to maintain its leadership in the seasoning industry.

Competition

The seasoning market is full of intensely competitive brands

Maggi faces direct competition from Knorr and Aji-ngon, with all three brands holding similar average market shares While some brands excel in specific markets, they may struggle in others Additionally, Maggi contends with a variety of indirect competitors in the food industry.

Many individuals still rely solely on basic seasonings like salt and pepper, overlooking the potential of seasoning seeds Among the new players in the condiment industry is DH Food, a brand that is gaining attention for its innovative offerings.

In addition, with the convenience of modern life, many people turn to ready-made seasoning packages, soup powder to replace seasoning powder

The SWOT analysis of MAGGI Seasoning Granules by Nestlé highlights its strengths, such as strong brand recognition and a diverse product range However, it also identifies weaknesses, including potential health concerns related to sodium content Opportunities for growth include expanding into emerging markets and increasing demand for convenient cooking solutions Conversely, threats from competitors and changing consumer preferences pose challenges Overall, MAGGI Seasoning Granules remains a significant player in the seasoning market, leveraging its brand equity while navigating industry challenges.

Maggi “3 Ngọt” seasoning granules with pork flavor

Knorr tenderloin, bone and marrow seasoning granules

Aji-ngon seasoning granules with pork flavor

Maggi Shiitake mushrooms seasoning granules Packagetype: 60g, 200g,

Knorr shiitake mushrooms seasoning granules

Aji-ngon seasoning granules with mushroom and lotus seeds flavor Packagetype:

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a loyal customer base, while weaknesses may involve limited product variety Opportunities for growth exist in expanding into emerging markets and introducing new flavors However, threats from competitors and changing consumer preferences pose challenges Overall, understanding these factors is essential for MAGGI's strategic planning and market positioning.

Maggi “3 Ngọt” seasoning granules with chicken flavor

Aji-ngon seasoning granules with chicken flavor

Maggi doubles Meat, Bone Marrow and natural spices seasoning granules Packtype: 175g, 400g, 900g

Table 2 Maggi, Knorr, Aji-ngon SKUs

- Eye -catching design packaging, clear information easy to understand

- Follow the principle: produced exclusively according to the taste of the country

- Distribution channel of Nestle to Distributor to Retailer to Consumer

- GT: Grocery store, market stall, retail store

Maggi uses an affordable price strategy suitable for the segment of housewives who want to buy quality seasoning seeds at a reasonable price

- Maggi has used advertising as its primary promotional strategy to create awareness and for brand recall

- As a sales promotional strategy over the years, it has attached various free goodies with its products, such as free samples

- It also used many celebrities for

The SWOT analysis of MAGGI Seasoning Granules by Nestlé highlights the brand's strengths, such as its strong market presence and diverse product offerings However, it also identifies weaknesses, including potential health concerns related to sodium content Opportunities for growth include expanding into new markets and developing healthier product lines, while threats encompass increasing competition and changing consumer preferences towards natural ingredients Overall, understanding these factors can help Nestlé strategically position MAGGI Seasoning Granules in the market.

13 brand endorsements The users are also engaged with social media platforms like Facebook, Instagram

- Product packaging: colorful, the main color is green

- Distributing to grocery stores and markets

- Distributing to e-commerce websites such as lazada, shoppe, tiki, …

- Product selling prices are divided into several levels according to packaging

- Display a billboard on the road

The firm constantly invests in research and development to improve product quality, leading to enhancing customers' life quality

- Packaging has many sizes to suit each customer better

- In the GT channel, Ajinomoto uses a two-level channel

- Placing products in supermarkets, mini supermarkets, and convenience stores to approach modern customers Sale points have good locations, better infrastructure to service customers

- Expanding distribution channels to online websites

- oduct Pr selling prices are divided into several levels according to packaging

- Offer promotions with many levels

- Aji -ngon used its social media presence to engage with consumers directly

- Use press to inform about new improvements in the quality of Aji- ngon products and educate consumers about the benefits of their seasoning granules in boosting can xi

Table 3 Maggi, Knorr, Aji-ngon 4Ps

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses involve limited product diversification Opportunities for growth exist in expanding into emerging markets and innovating new flavors However, threats from competitors and changing consumer preferences pose challenges Overall, understanding these factors is crucial for Nestlé to enhance the market position of MAGGI Seasoning Granules.

E-commerce

The layout is easy to use Affordable price Many types of SKU and combo to choose from

Products come with gifts High rating

Have many official stores Low price

Aji-ngon has many combos High rating

Lack of diversity in products type Knorr doesn’t have combo to choose

The layout is easy to use Affordable price Products come with gifts High rating

Low price Many types of products with different quantity to choose from

Don’t have combo Don’t have gift come with products

Affordable price High rating Has official stores and Tiki Trading

Only deliver to certain places Products aren’t diversified

Don’t have combo Don’t have gift come with products Lack of diversity in SKUs

Knorr doesn’t have official store on Tiki

The SWOT analysis of MAGGI Seasoning Granules by Nestlé highlights its strengths, such as strong brand recognition and a diverse product range, which contribute to customer loyalty However, it also identifies weaknesses, including limited market penetration in certain regions Opportunities for growth include expanding into emerging markets and innovating product offerings to meet changing consumer preferences Conversely, threats from competitors and rising health-conscious trends pose challenges that Nestlé must navigate to maintain its market position.

MARKETING STRATEGY

Objectives

Targeted customer: Vietnamese women 25 -50 years old, married, and working

Attitude: mums who see cooking as a pleasure, not a burden, and food is a crucial part of their desire to please their loved ones

Locations: rural and urban areas Especially in Ha Noi, Ho Chi Minh, Can Tho, Da Nang.

Consumer insight

Time is the biggest challenge for women striving to prepare delicious meals for their families The lengthy process of stewing pork bones to extract natural sweetness for soup can be particularly demanding.

Truth: Consumers want to consume products that taste good and healthy with many nutrients but do not affect health

Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time.”

Brand positioning model

Maggi, a leader in the food industry with over 130 years of history, offers more than 300 products and entered the Vietnamese market in 1912 Recognized as one of the most purchased food brands globally (Brand Footprint 2016-Kantar World Panel), Maggi continuously innovates and enhances its offerings to ensure they are rich in essential micronutrients.

The market of spices in general and seasoning granule products, in particular, is highly competitive Vietnam's spice industry has a growth rate of 25-32% per year

According to Nielsen's report, the market share of the seasoning granule market in Vietnam is currently led by three big brands, Knorr, Aji-ngon, and Maggi

Maggi brand has segmented the market based on the lifestyles and habits of urban families

Locations: rural and urban areas Especially in Ha Noi, Ho Chi Minh, Can Tho, Da Nang

Customer's portrait of Maggi seasoning granule: They are busy and modern females, but they also want to prepare meals for their family or females, who have to prepare meals

Besides that, Maggi inspires Vietnamese females to become more creative in their meals

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve product perception and health concerns Opportunities for growth can be found in expanding market reach and diversifying product offerings However, threats such as increasing competition and changing consumer preferences pose challenges Understanding these factors is crucial for Nestlé to maintain its market position and enhance the appeal of MAGGI Seasoning Granules.

Instead of defying, she learns to embrace her home cook role under her context

Because the love for her husband and child is unconditional, and cooking is one of the essential ways she expresses her love for her beloved ones

The Department of Food Hygiene and Safety recognizes various forms of promotion, including advertising and word of mouth This recognition fosters customer trust in the brand, leading to increased comfort and confidence in using its products.

The main challenge women face in preparing tasty meals for their families today is the lack of time Stewing pork bones to create a flavorful soup requires a significant investment of time due to the natural sweetness that needs to be extracted.

Consumers want to consume products that taste good and healthy with many nutrients but do not affect health

Vietnamese women play an essential role in serving delicious meals to keep the family happy Bringing delicious food brings joy to the family

=> Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time”

Maggi seasoning granules help to complement the sweetness and flavor of bone marrow - marrow and meat, combined with natural traditional Vietnamese spices such as

Da Lat onions, Phu Quoc peppers, and Ly Son garlic are essential ingredients that enable homemakers to quickly prepare flavorful and high-quality dishes using bone broth, all while saving time in the kitchen.

Maggi seasoning granules are a convenient solution for consumers who may not have all the necessary ingredients, like mushrooms or pork, to create a flavorful dish.

Maggi's product is enriched with iron and iodized salt, enhancing the nutritional value of meals It not only elevates flavor but also ensures that families receive essential nutrients for healthy growth and overall well-being.

Maggi collaborates with the National Institute of Nutrition to enhance its products with essential micronutrients, aligning with the Group's commitment to "Good food, Good life" and addressing the nutritional needs of Vietnamese consumers.

Maggi is dedicated to providing delicious meals at affordable prices, creating joy for its customers With its seasoning made from natural ingredients, Maggi instills confidence in its users The brand fosters a friendly relationship with customers by helping them prepare and cook tasty, nutritious meals for their families every day.

Maggi not only offers high-quality products that promote consumer health but also leads the way in fostering creativity and individuality through diverse culinary experiences in everyday meals.

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as reliance on specific markets and potential health concerns regarding sodium content pose challenges Opportunities for growth exist in expanding into emerging markets and innovating healthier product options Conversely, threats from competitors and changing consumer preferences towards natural ingredients may impact its market share Overall, understanding these factors is crucial for MAGGI's strategic planning and continued success in the seasoning industry.

Nestlé, founded in 1866 in Sweden, has grown to become the largest food corporation globally As a prominent and trusted brand, Maggi offers consumers a reliable seasoning option with a well-defined origin.

The Maggi trademarks represent valuable intellectual property owned by Nestlé, safeguarded by the Intellectual Property Law in every country where the company operates, including Vietnam.

Maggi, a trademark of Nestlé, is registered and widely utilized in nearly 200 countries It has garnered numerous prestigious awards in Asia, including the Reader's Digest Trusted Brand award from 1999 to 2010 for its seasoning products in Malaysia and Singapore, and the Philippine Brand Award from 2006 to 2010 In 2009, Maggi ranked 35th and improved to 18th among the top 100 brands in India, according to Economic Times Recognized as a Famous Trademark in countries like Switzerland, Germany, and France, Maggi was acknowledged in 2017 as the most chosen food brand for two consecutive years, as reported by the global Brand Footprint.

Products sponsored by reputable experts or famous personalities always receive high trust in the minds of consumers: Actress Bảo Thanh, Actor Thái Hòa, …

Maggi empowers you to express your unique personality in every dish you create, believing that your individuality is the key ingredient With Maggi's natural collection, you can cook creatively and make a difference in your meals Embrace the journey of cooking with Maggi as your trusted companion!

The taste of a family meal is even more delicious when mom has Maggi "side by side" so that the kitchen is full of new things!

• Color selection — red & yellow — bright, attractive — scientifically known to induce hunger in human beings

Strategies

Some Maggi ’s seasoning granules Stock Keeping Unit - 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 (pork) 200g, 450g, 900g.

• Maggi “3 Ngọt” seasoning granules (chicken) 200g, 450g, 900g.

Maggi's seasonings are primarily composed of iodized salt, flavor enhancer 621, sugar, tapioca starch, and vegetable oil Additionally, they may contain shiitake powder, a blend of dried pork powder, bone broth, stewed marrow, meat, chicken powder, and stewed chicken broth, varying by product type.

Nutritional value: the product contains a high iron and iodized salt content to help prevent anemia and promote health

Maggi seasoning products enhance the flavor of everyday meals, offering a sweet and rich taste that elevates family dishes These convenient flavor enhancers save time in food preparation, making cooking easier for consumers.

The price of Maggi Seasoning Seeds at various distribution points, including supermarkets and official Nestlé stores on e-commerce platforms, shows only slight variations Typically, the prices range between 1,000 and 5,000 VND, aligning closely with the recommended pricing 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

Maggi doubles Meat, Bone Marrow and natural spices seasoning granules 175g

Maggi Shiitake mushrooms seasoning granules 450g

Recommended price from the official website of Nestle Vietnam

The SWOT analysis of MAGGI seasoning granules by Nestlé reveals key insights into the brand's strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that caters to various culinary needs However, weaknesses such as dependency on specific markets and potential health concerns related to sodium content can impact consumer perception Opportunities for growth lie in expanding into emerging markets and developing healthier product alternatives Conversely, threats include intense competition from other seasoning brands and changing consumer preferences towards natural ingredients Overall, MAGGI's strategic positioning will be crucial for maintaining its market leadership.

Table 7 Maggi seasoning products price list

Nestlé brings Maggi seasoning products to the market through multi distribution channels: the offline channel and the online channel

Offline channels: Including retail systems (retailers) such as large and small supermarket chains, convenience stores to even small grocery stores

Online channels: Including e-commerce systems in Vietnam Nestlé distributes Maggi seasoning together with other Nestlé products by the genuine Nestlé Vietnam Mall

Supermarkets are highly effective distribution channels due to their ability to attract a large volume of consumers, particularly housewives purchasing household products like cooking ingredients and utensils The daily foot traffic in supermarkets is significant, and during holidays and Tet, this number can surge by three to four times, highlighting their importance in retail distribution.

Some quotes about the number of customers coming to the supermarket on holidays and Tet:

"On the second day of the 3-day holiday for the Lunar New Year 2021, people in

Ho Chi Minh City has seen a significant increase in purchasing power, with a rise of 30-40% compared to weekdays, as residents flock to supermarkets for shopping and entertainment.

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and tapping into emerging markets However, threats from competitors and changing consumer preferences pose challenges Overall, the analysis provides insight into MAGGI's strategic positioning in the seasoning market.

Lotte Mart has reported a significant surge in customer visits during the Tet holiday, with over 7,000 shoppers frequenting the supermarket on the 28th of the Lunar New Year.

In the evening of January 29-30, many supermarkets in Hanoi fell into overcrowding for many hours due to the unexpectedly large number of people flocking here to shop

The modern sales channel is rapidly evolving, driven by the impacts of the Covid-19 pandemic and advancements in technology This transformation presents a valuable opportunity to implement effective sales promotion programs.

Some quotes about the shift to online shopping:

Recent reports indicate that Vietnamese consumers have rapidly adopted e-commerce, with platforms like Lazada, Sendo, Shopee, and Tiki leading the way Notably, nearly 60% of surveyed customers have made at least one online purchase in the past year, highlighting a significant shift towards online shopping, particularly during the COVID-19 pandemic.

"In Vietnam, according to the 2021 E-Commerce White Paper, the percentage of internet users engaged in online shopping has increased from 77% in 2019 to 88% in 2020."

- Online shopping during the Covid -19 epidemic is convenient but also full of risks

Despite a modest increase in foot traffic at Co.op Food stores, there has been a significant surge in phone and online orders, with a 3-5 times rise compared to the previous week This shift highlights the dramatic changes in shopping habits brought about by the Covid-19 pandemic.

In order to promote the product consumption behavior of customers during Tet

2022, several sales promotion programs during the Tet holiday are proposed as follows:

To enhance customer engagement in supermarket channels, implement tailored product bundle policies that incentivize shoppers to purchase combo deals Additionally, introduce a promotional lucky draw program where customers can win prizes with their purchase of Maggi seasoning seeds, featuring a winning scratch card included in each package.

• For agency channels, grocery stores: Apply product combos with extra gifts

Combine the lucky program to win prizes for customers when buying Maggi seasoning seeds In each package of seasoning seeds, there will be a winning scratch card

• For e-commerce channels: building gift programs, discount promotions on particular days of each month, big sale occasions of the year

The SWOT analysis of Nestlé's Maggi Seasoning Granules highlights key strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a diverse product range, while weaknesses might involve health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and introducing new flavors However, threats from competitors and changing consumer preferences towards healthier options pose challenges for the brand Overall, understanding these factors is crucial for strategic planning and maintaining market relevance.

TET PROMOTION PLAN

Ideas

Lunar New Year is a cherished time for family reunions, where good wishes are exchanged, gifts are given, and delicious food is enjoyed In 2022, Maggi launched a marketing campaign with the tagline “Maggi - the familiar Tet flavor,” addressing the concerns many have about traveling home for Tet celebrations post-pandemic The campaign aims to resonate with those who may choose to remain in the city due to fears of bringing Covid home, while still celebrating the essence of the holiday.

Maggi aims to convey the essence of home-cooked meals during the Tet holiday, allowing families to recreate familiar dishes that evoke cherished memories, even when they are away from home The central message is that you can experience the warmth of Tet through beloved flavors, no matter your location.

"Maggi - the familiar Tet flavor" launched a series of promotional activities for the 2022 Lunar New Year, aiming to dominate the seasoning market and resonate with customers as they shop for seasoning granules during Tet 2022.

• Run short video ads (5-15 seconds) on Facebook

• Run ads in videos on Youtube

• Hire KOL to post, livestream about the 2022 Maggi Tet campaign on Facebook

• Hire a Youtuber in the culinary field to make cooking videos, integrating the 2022 Maggi Tet campaign

Air TVC on VTV3 every Tuesday and Friday from 20:30 to 21:30

Advertisement in "Tiếp thị và Gia đình" Magazine

Billboard at the biggest markets in each city

Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our home

Maggi emphasizes that Tet remains a significant and cherished celebration, even during challenging times By sharing relatable family stories and genuine emotions, Maggi forges a deep emotional connection with its consumers.

To enhance consumer awareness of Maggi's sales promotions, promotional information will be effectively communicated through flyers and posters at points of sale This strategic approach aims to influence consumer decisions, as shoppers are often swayed by promotional content encountered in-store.

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats could arise from changing consumer preferences and economic fluctuations Overall, understanding these factors is crucial for Nestlé to maintain its competitive edge in the seasoning market.

Maggi also organizes a showcase contest for the GT channel The purpose of the program is to push retailers to prioritize Maggi's product display more eye-catching

Buyers easily find Maggi’s products, as a result, they will be more likely to buy the product

A report by Omni Marketing Global highlights that dividers, promotion islands, and gondola ends stand out in terms of visibility and brand recall among shoppers in supermarkets Additionally, promotion islands and gondola ends significantly influence consumer purchasing decisions more effectively than other types of point-of-sale materials.

Therefore, these types are used to increase brand awareness and increase sales

Picture 4 Noticeability of POSM and impact on purchase

Picture 5 Noticeability of POSM and Brand recognition

The SWOT analysis of MAGGI seasoning granules, a product from Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses may involve competition and potential health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and developing new flavors Conversely, threats include increasing competition from local brands and changing consumer preferences towards healthier options Overall, the analysis underscores the importance of strategic positioning for MAGGI seasoning granules in a competitive market.

Tagline: Maggi - The familiar Tet flavor (Maggi - Hương vị Tết quen thuộc).

The tagline "The taste of Tet is a unique taste in everyone's heart" emphasizes the deep emotional connection to Tet, the Vietnamese Lunar New Year It conveys that even when celebrating Tet away from home, the presence of Maggi can evoke the familiar flavors of this cherished holiday, making distant celebrations feel closer to home With Maggi, Tet away feels just like Tet at home.

Sales promotion

Discover the ultimate cooking experience with Combo 1, featuring a 450g pack of Maggi Premium Seasoning Seeds with Mushroom Flavor, a 900g pack of Double Seasoning Seeds infused with Fresh Meat, Bone Marrow, and Natural Spices, along with a 350ml bottle of Maggi Concentrated Seasoning Sauce Enhance your dishes further with an 820g bottle of Maggi Oyster Sauce and a 200ml bottle of Maggi Concentrated Soy Sauce, perfect for adding rich flavors to your culinary creations.

Selling price: 199,000 VND Program: Give away a high-class set of 4 bowls

Gift Cost per unit (VND) Quantity

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include brand recognition and a loyal customer base, while weaknesses may involve limited product diversification Opportunities for growth exist in expanding into emerging markets and introducing new flavors However, threats from competitors and changing consumer preferences pose challenges Overall, MAGGI's strategic positioning within the seasoning market reflects its potential for continued success.

*Combo 2: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium Soy Sauce (200ml)

Promotion: Give out Maggi aprons

The SWOT analysis of MAGGI seasoning granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that appeals to various culinary preferences Weaknesses may involve health concerns related to sodium content and competition from healthier alternatives Opportunities for growth exist in expanding into emerging markets and innovating with new flavors However, threats from increasing competition and changing consumer preferences towards natural ingredients pose challenges for the brand's market position Overall, understanding these factors is crucial for MAGGI's strategic planning and future success.

Combo: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium

Picture 8 Combo grocery stores, retailers

Gift Cost per gift (VND) Quantity

Table 10 Combo grocery stores, retailers gift cost

Buying 1 Maggi Seasoning Granules Product, Customers Will Have A Chance To Win Gifts With The Scratch Ticket Inside (Gold, home appliances, Maggi’s products).

Total cost of the promotion = Gift cost + Scratch ticket printing cost + Shipping cost = 133.678.000 VND

The SWOT analysis of Maggi Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that caters to various culinary needs Weaknesses may involve health concerns related to sodium content and competition from healthier alternatives Opportunities for growth exist in expanding into emerging markets and developing new flavors to attract health-conscious consumers However, threats such as increasing competition and changing consumer preferences towards natural ingredients pose challenges for the brand's market position.

Prize Prize images Reason why choosing

24K Gold bars bearing the image of the

Wealth (1 tael) - Mặt dây Thần tài 24K

In the aftermath of the pandemic in 2021, many individuals faced significant financial challenges, depleting their savings to manage expenses during the crisis As they prepare for Tet, Maggi aims to support these customers by providing companionship and joy during difficult times Through a highly liquid prize, Maggi seeks to alleviate some of the financial burdens, helping people navigate the aftermath of the storm they have endured.

Urban customers often experience rapid accumulation of smoke and dust in their homes, making it essential to maintain a clean living environment By ensuring a tidy space, they can enhance their overall happiness, especially during meal times.

Products in the suitable price range to deploy promotions

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a loyal customer base, while weaknesses may involve limited product diversification Opportunities for growth exist in expanding into emerging markets and developing new flavors However, threats from competitors and changing consumer preferences could impact market share Overall, the analysis emphasizes the need for strategic planning to maintain MAGGI's competitive edge in the seasoning industry.

Maggi's latest product offers customers a chance to win and experience its unique flavors, ultimately encouraging them to incorporate Maggi products into their kitchens more frequently.

To boost market share, Maggi seasoning granules should be distributed to encourage longer retention of Maggi products in customers' kitchens This strategy will also provide new customers with the chance to sample different flavors, enhancing their overall experience with the brand.

As a new product of Maggi, there will be an opportunity for customers to try it, moreover, increase the time Maggi products are in the customer's kitchen

Table 11 Scratch ticket prize details

Detail Cost Quantity Total cost

24K Gold bars bearing the image of the God of Wealth (1 tael) - 01 Mặt dây thần tài SBJ 24K ép vỉ

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range that appeals to various consumer preferences However, weaknesses such as dependency on specific markets and potential health concerns regarding processed foods may impact its reputation Opportunities for growth exist in expanding into emerging markets and developing healthier product options Conversely, threats from increasing competition and changing consumer trends towards natural ingredients pose challenges for the brand's sustainability.

Special Prize Damas Handheld Vacuum

Lucky Prize Maggi Concentrated seasoning sauce

Maggi chili sauce 330gr Retail price:

Table 12 Scratch ticket prize cost

Ticket size 6x36mm Cost per ticket (VND)

Losing ticket (Chúc bạn may mắn lần sau) 1.800 10.000 18.000.000

Wrapping scratch card tickets is essential to alleviate concerns from serious customers who may hesitate to purchase due to the presence of tiny tin and paper beads When these tickets are displayed with seasoning granules, it can create an unappealing impression, leading to potential condemnation and reluctance to buy Ensuring that tickets are properly wrapped can enhance customer confidence and improve sales.

Shipping cost (the winning prize to the lucky winner):

Shipping directly to customers ensures a satisfying experience with Maggi products, eliminating additional service fees that could negatively impact customer satisfaction This approach also avoids the perception that customers must pick up their orders themselves, enhancing overall convenience and enjoyment.

"customers need the company, not the other way around."

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats in the market Key strengths include brand recognition and a loyal customer base, while weaknesses may involve competition from other seasoning brands Opportunities for growth exist in expanding into new markets and introducing innovative flavors However, threats such as changing consumer preferences and health trends could impact sales Overall, understanding these factors is essential for MAGGI's strategic positioning in the food industry.

4.3.1.2.2 Products and lucky prize promotion:

Every Maggi seasoning granules packaging will have 01 scratch ticket inside

Promotion location scope: All retailer/sales points nationwide

Sales promotion: Winning prize with lucky scratch ticket in the product packaging

To qualify for the promotion, participants must be Vietnamese citizens aged 18 or older with full civil act capacity as defined by Vietnamese law Eligible individuals must purchase promotional goods within the specified promotional area and during the designated promotion period, as outlined in the program details.

Prize distribution in each city:

To prevent the concentration of prizes in specific areas, Maggi strategically manages and distributes winning prizes across various regions.

Prize distribution in The South Region (South East, Mekong Delta)

Prize structure Detail Cost (VND) Quantity Total cost

24K Gold bars bearing the image of the God of Wealth

(1 tael) - 01 Mặt dây thần tài SBJ 24K ép vỉ

Damas Handheld Vacuum Cleaners - 01 Máy Hút Bụi Cầm Tay Không Dây Damas

Maggi Concentrated seasoning sauce - 01 Sản phẩm Nước gia vị cô đặc hoàn toàn mới 350gr Maggi

01 Hạt nêm cao cấp Maggi gói 175g

Maggi chili sauce - 01 Tương ớt hảo hạng Maggi chai 330gr

Table 14 Prize distribution in the South region (South East, Mekong Delta)

Execution

Purpose: Introduce MAGGI's Tet promotions and campaigns

Measurement: The average number of visitors is about 48.5 thousand people/day

To maximize sales during the peak buying period for Tet goods, which occurs in the two weeks leading up to Tet, it is essential to launch promotional video ads These ads should consist of 6-15 second clips extracted from a longer TV commercial and be strategically shared on social media platforms in the weeks prior to Tet This targeted approach aims to enhance brand visibility and drive consumer engagement effectively.

The SWOT analysis of MAGGI seasoning granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, but threats from emerging brands and changing consumer preferences could impact its market position Understanding these factors is crucial for strategic planning and maintaining a competitive edge in the seasoning industry.

42 association is to convey the image of Maggi repeatedly to help consumers remember the brand better when going to the point of sale to buy Tet goods

Measurement: The average number of visitors is about 81,45 thousand people/day

Cost: 65,000,000 VND c Phase 3: January 20, 2022-January 29, 2022

Purpose: Promote brand image, Tet campaign message

Facebook Ads cost: 100.000.000 VNĐ 4.4.1.1.2 Youtube:

Format: In-Video Advertising Goal: get from 1,500,000 to 2,000,000 views

Cost per view 60 VND Duration: 26/12/2021-09/01/2022

Name Platform Action Time Unit Price

Dinology Facebook Take photos or a video of the product Post on the topic of MAGGI's Tet campaign

Cam Cam Family (Gia đình Cam Cam)

Facebook (Kien Hoang, Loan Hoang)

Take photos of the product

Post on the topic of MAGGI's Tet campaign

Livestream cooking sharing topics related to MAGGI's Tet campaign

Youtube (Gia đình Cam Cam)

Producing and posting cooking videos with the theme "Maggi - The

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a diverse product range that appeals to various consumer preferences Weaknesses may involve competition from local seasoning brands and potential health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and developing new flavors to attract health-conscious consumers However, threats such as changing consumer trends towards natural ingredients and economic fluctuations could impact sales Overall, MAGGI Seasoning Granules remains a strong player in the seasoning market, but it must navigate challenges to sustain its competitive edge.

Trang Lou Facebook Take photos of the product

Table 25 Influencers on Social media cost

Table 26 Digital Marketing total cost

Aired on VTV3: 20h30-21h30 every Tuesday and Friday during game show’s break-time

During the 2022 New Year, Maggi promotes a series of events on both print and online media, including 1 paper and 2 online newspapers

The SWOT analysis of MAGGI Seasoning Granules, a product from Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Overall, understanding these factors is crucial for Nestlé to maintain its competitive edge in the seasoning market.

Maggi aims to reach Vietnamese women aged 25 to 50 who prioritize home care and family meals To effectively communicate its message to this target audience, partnering with a well-respected publication like "Market and Family" (Tiếp thị và Gia đình) is an ideal strategy for promoting the brand's events.

Picture 18 Tiế p th ị và Gia Đình Magazine’s target audience

The SWOT analysis of MAGGI seasoning granules highlights the strengths, weaknesses, opportunities, and threats associated with Nestlé's popular product Key strengths include strong brand recognition and a diverse product range, while weaknesses may involve dependency on specific markets Opportunities for growth exist in expanding into emerging markets and innovating product offerings, whereas threats include increasing competition and changing consumer preferences Understanding these factors is crucial for Nestlé to maintain its market position and drive future success for MAGGI seasoning granules.

Billboard at the largest markets in each city

The SWOT analysis of MAGGI Seasoning Granules by Nestlé highlights key strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve reliance on specific markets Opportunities for growth exist in expanding product lines and tapping into emerging markets Conversely, threats include increasing competition and changing consumer preferences towards healthier options Understanding these factors can help Nestlé strategize effectively to maintain its market position.

Quantity Cost per month (VND) Duration

The short film, lasting 4 minutes, beautifully captures the essence of the Tet holiday Its valuable message will be segmented into concise excerpts for television commercials and engaging promotional videos on Facebook and YouTube.

The COVID-19 pandemic has led to a growing appreciation for life and cherished moments with loved ones, highlighting the significance of seemingly ordinary experiences As people navigate this period of uncertainty, the simplest joys are increasingly valued, transforming everyday moments into extraordinary memories.

The New Year 2022 holds significant meaning for every Vietnamese person, marking a time of reflection and celebration As the old year concludes and the new one begins, many individuals express a deep desire to return to their homeland, reuniting with loved ones and reconnecting with the familiar surroundings of their upbringing.

The pandemic has instilled fear and anxiety in many, making the desire to return home for Tet even more significant as families long for reunion However, concerns about the potential spread of disease continue to linger in people's minds.

Maggi delivers an uplifting message to consumers, emphasizing the joy and fulfillment of celebrating Tet holiday, even when away from home The brand aims to help individuals set aside their worries and fully embrace the happiness of this significant time of year With Maggi, you can savor the essence of Tet through familiar flavors in your meals, no matter where you are.

Main characters: Married woman, living far from hometown

Side characters: Main character’s family living together with her (Husband, child), main character’s family in her hometown (Her father, mother, older brother and younger sister), a shipper

Cast: 7 non professional actors/actress/acting with easy-going, friendly faces

The flavors of traditional meals play a crucial role in the Vietnamese New Year celebrations, distinguishing them from everyday meals These festive dishes symbolize the strong bonds among family members, as the act of gathering and collaborating to prepare Tet meals is an essential aspect of the Lunar New Year experience.

The SWOT analysis of Maggi Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include brand recognition and a loyal customer base, while weaknesses may involve dependency on specific markets Opportunities for growth lie in expanding product lines and tapping into emerging markets, whereas threats include rising competition and changing consumer preferences Understanding these factors is crucial for enhancing Maggi's strategic planning and maintaining its competitive edge in the food industry.

Vietnamese culture emphasizes the phrase "going home, eating Tet" (về nhà ăn Tết), highlighting the significance of traditional dishes during this important spring holiday However, the current epidemic has made it challenging for families to gather and celebrate together The short film “Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our hometown” (Có Maggi, Tết xa cũng như Tết gần) illustrates that the essence of Tet can still be experienced even when apart, as families can enjoy the comforting tastes of home together, regardless of distance.

Timeline

Phase Field Channel Time Duration

Works with Creative and Production Agency

- Scripting content for TVC, short films

To ensure a smooth filming process, it is essential to contact the actor and the Creative and Production Agency in advance to schedule an appointment This proactive approach helps address potential issues, such as the actor's busy schedule, unexpected illness, or unforeseen circumstances like a pandemic that could disrupt filming.

- Work with Creative and Production Agency and actors to shoot TVC, edit Video for completion

Sales promotion Promotion for consumer

Prepare and distribute promotion Combo

- Design the appearance for the promotional Combos to be attractive and attract customers

- Design, print POSM and display at supermarkets

- Allocation and inventory of quantities and distribution to the intended locations

The SWOT analysis of MAGGI Seasoning Granules under Nestlé reveals key insights into its market position Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes Opportunities for growth lie in expanding into emerging markets and developing healthier seasoning options However, weaknesses such as reliance on specific markets and potential health concerns associated with processed seasonings must be addressed Additionally, threats from competitors and changing consumer preferences towards natural ingredients pose challenges Overall, MAGGI Seasoning Granules has a solid foundation but must innovate to maintain its competitive edge.

Prepare and distribute promotional products with scratch cards and program rules

- Design scratch cards and contact government agencies to approve and license advertising to comply with the law

- Allocate and stock inventory and distribute official products and gifts to planned locations

Promotion for customer - Display contest

- Prepare detailed program content and rules

- Design images for promotional combos

- Enter promotional products included in the combo

Prepare POSM and contact rental point

- Design POSM and print finished products

- Contact supermarket systems for specific exchange

- Contact VTV to schedule and discuss in detail

Print-Ads 12/1/2022 5 Design print-ads - Design and prepare content for print-ads

This article provides a comprehensive SWOT analysis of MAGGI Seasoning Granules, a popular product from Nestlé The strengths of MAGGI include its strong brand recognition and loyal customer base, while its weaknesses involve potential health concerns associated with high sodium content Opportunities for growth lie in expanding product lines and tapping into emerging markets, whereas threats include increasing competition and changing consumer preferences towards healthier options Overall, the analysis highlights the strategic position of MAGGI in the seasoning market and identifies key areas for future development.

- Contact the billboards rental office to work in advance

Get complete TVC, Video Ads and prepare necessary activities to run Facebook Ads, Youtube ads

- Prepare and design 5s video ads, edit videos and other support jobs

- Prepare content to post, strategy to run Facebook Ads, Youtube Ads to achieve the best results

Advertising Short film production 24/12/2021 1 - Send TVC to other departments

Send the complete TVC to digital marketers, the party in charge of working with VTV Channel

- Putting promotional combos into semi- official retail systems

- Distributing promotional products to points of sale

- Display of POSM and put items on shelves

- The rent for the display islands, gondola ends for 6 large supermarkets and 30 medium supermarkets

Products that include lucky scratch cards are

- Register for promotions with the Ministry of Information &

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses involve competition and potential health concerns Opportunities for growth exist in expanding product lines and tapping into emerging markets However, threats such as changing consumer preferences and economic fluctuations may impact sales Overall, understanding these factors is crucial for maintaining MAGGI's market position and driving future success.

59 included in the official retail systems and valid official winning programs

Promotion for customer - Display Contest

Supermarket systems officially participate in the display contest

- Follow activities in sales systems to manage and evaluate if it is suitable At the end, manager marks, evaluates and announces prizes

Promotional combos are on ecommerces sites

- Marketers post products for sale on e-commerce platforms

- Effective packaging management and comprehensive customer care

Start showing TVC ads on the official channels

- Monitor and evaluate the effectiveness of TVC during the broadcast period through the measurement system from the station

Print-Ads 17/01/2022 1 - Increase coverage for the Maggi New Year campaign 2022

Post the article Maggi's Tet campaign has been prepared

(Saturday) 2 - KOLs create content that integrates Maggi's

The SWOT analysis of MAGGI Seasoning Granules highlights key strengths, weaknesses, opportunities, and threats associated with Nestlé's product Strengths include brand recognition and a loyal customer base, while weaknesses may involve limited product variety Opportunities for growth exist in expanding into new markets and adapting to health trends However, threats from competitors and changing consumer preferences pose challenges Overall, understanding these factors is crucial for Nestlé to enhance MAGGI's market position and drive future success.

- Cooperate with KOLs to integrate desired ads in Youtube videos, Facebook Posts promotions that have been discussed before and post within the specified timelines to reach the best audience

Put Billboard at the front of the markets

- Set Up Billboards at the planned spots

- Monitor the status of billboards throughout the program run

Introducing MAGGI's Tet promotions and campaigns

- Timeline of Digital Marketers setting up Campaign Facebook Ads

From the project's launch to its conclusion, Digital Marketers and other marketing team members actively monitor ad effectiveness, track campaign metrics, and develop timely backup strategies They continuously assess the situation and create plans to enhance progress toward achieving their goals.

Promote video ads (cut 6-15s from accompanying short film) and TVC

Promote brand image, Tet campaign message

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations This comprehensive analysis provides insights into MAGGI's strategic position in the food seasoning industry.

61 goals if the status quo results are not as expected

24/12/2021 1 Release teaser - Upload teaser video on official account

Increase Video Ads coverage to the target customer group

- Follow to keep track of activities

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, reveals several key insights Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as dependency on specific markets and fluctuating raw material prices pose challenges Opportunities for growth lie in expanding into emerging markets and increasing product innovation Conversely, threats from competitors and changing consumer preferences necessitate strategic adjustments to maintain market leadership Overall, MAGGI's position in the seasoning market is robust, but it must navigate potential risks effectively.

1 Nestlé Good Food, Good L ife https://www.nestle.com/

2 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 the - - -world-s- billionaire-club- and-in -vietnam-part-01

3 Người dân TP H ồ Chí Minh đổ ề v các siêu th ị mua sắ m, s ức mua tăng cao https://baotintuc.vn/kinh- te/nguoi -dan- tp-ho -chi- minh -do-ve- cac -sieu- thi mua - - sam suc - -mua- tang -cao-20210102183701265.htm

4 Lượng khách mua s m t ắ ại các siêu thị tăng gấp 2-3 lần http://www.baodongnai.com.vn/tintuc/201902/luong-khach- mua -sam- -cac tai - sieu-thi-tang-gap-2-3-lan-2931916/

5 Choáng ngợp "bi ển người" đổ xô đi mua sắ m T ết sớm, siêu thị t c ngh n trong ắ ẽ nhiều gi ờ https://www.24h.com.vn/san-xuat-tieu-dung/choang-ngop-bien-nguoi-do-xo- di- mua -sam- tet -som-sieu- thi tac - -nghen-trong-nhieu-gio-c60a1222343.html

6 Mua sắm thời dịch COVID-19 - Bài 2: Chuy ển hướng đi chợ ạng m https://ncov.vnanet.vn/tintuc/mua-sam -thoi-dich- covid -19-bai-2-chuyen- huong-di-cho-mang/7d851dd8-24cf-4af4-b555-892be31b93e8

7 Mua sắm qua m ng th ạ ời dịch bệnh Covid-19 ti n l ệ ợi mà cũng đầ ủ y r i ro https://moit.gov.vn/tintuc/bao-chi -voi-nganh- cong -thuong/mua- sam -qua- mang thoi - -dich-benh-covid-19-tien- - loi ma -cung-da.html

8 Thói quen mua sắm thay đổi hoàn toàn trong dịch Covid-19 https://nld.com.vn/kinh- te/thoi -quen- mua -sam- thay -doi-hoan- toan -trong-dich- covid-19-20210624181024228.htm

9 Thông tin sản ph ẩm hạ t nêm https://giadinhnestle.com.vn/thong- -san-pham-hat-nem- tin Maggi.html?fbclid=IwAR0yFal3Jzs7Ek-

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-world- food - fight-pepsico-biggest- -drinks-with-help-from- in snacks/?sh)2d8bd6269d

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- -nestle-employees- of worldwide/#:~: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

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Overall, understanding these factors is crucial for enhancing MAGGI's market position and driving future success.

13 “Nestle in vietnam 25 years of enhancing Vietnamese lives” report

14 Royal Melbourne institute of teahnology university Viet Nam https://www.studocu.com/vn/document/royal- melbourne -institute-of- technology-university-vietnam/marketing-principles/sgsmarketing-principles- asm-3-brand-used-Maggi/16430349

15 Thị trường h t nem Ngoài ng t trong cay ạ ọ https://www.brandsvietnam.com/9309- Thi -truong-hat-nem- Ngoai -ngot- trong - cay

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?randT645

18 Trends in FMCG sector December 6 th 2017 http://ceecvn.org/wp-content/uploads/2017/12/Trends- in-FMCG -sector- Dec - 6th2017.pdf?fbclid=IwAR1JPP8ZqJFRLrADVUQ9mQgDLVSw6DfVO1neqF QmhZZv_3zFwjVl5tlRSds

Competitors

Maggi faces direct competition from Knorr and Aji-ngon, with all three brands holding similar average market shares While some brands excel in specific markets, they may struggle in others Additionally, Maggi contends with a variety of indirect competitors in the food industry.

Maggi’s products

Many individuals still rely solely on basic seasonings like salt and pepper, overlooking the benefits of seasoning seeds A notable newcomer in the condiment market is DH Food, which aims to enhance culinary experiences with its innovative offerings.

In addition, with the convenience of modern life, many people turn to ready-made seasoning packages, soup powder to replace seasoning powder

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and tapping into emerging markets However, threats such as changing consumer preferences and health trends pose challenges Overall, understanding these factors is crucial for strategic planning and maintaining MAGGI's market position.

Maggi “3 Ngọt” seasoning granules with pork flavor

Knorr tenderloin, bone and marrow seasoning granules

Aji-ngon seasoning granules with pork flavor

Maggi Shiitake mushrooms seasoning granules Packagetype: 60g, 200g,

Knorr shiitake mushrooms seasoning granules

Aji-ngon seasoning granules with mushroom and lotus seeds flavor Packagetype:

Indirect Competitors

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include brand recognition and a diverse product range, which enhance customer loyalty However, weaknesses such as dependence on specific markets can pose risks Opportunities for growth exist in expanding into emerging markets and innovating with new flavors Conversely, threats from competitors and changing consumer preferences require strategic responses to maintain market share Overall, MAGGI Seasoning Granules holds a strong position but must navigate challenges to sustain its success.

Maggi “3 Ngọt” seasoning granules with chicken flavor

Aji-ngon seasoning granules with chicken flavor

Maggi doubles Meat, Bone Marrow and natural spices seasoning granules Packtype: 175g, 400g, 900g

Table 2 Maggi, Knorr, Aji-ngon SKUs

- Eye -catching design packaging, clear information easy to understand

- Follow the principle: produced exclusively according to the taste of the country

- Distribution channel of Nestle to Distributor to Retailer to Consumer

- GT: Grocery store, market stall, retail store

Maggi uses an affordable price strategy suitable for the segment of housewives who want to buy quality seasoning seeds at a reasonable price

- Maggi has used advertising as its primary promotional strategy to create awareness and for brand recall

- As a sales promotional strategy over the years, it has attached various free goodies with its products, such as free samples

- It also used many celebrities for

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range, while weaknesses may involve dependency on specific markets Opportunities for growth exist in expanding into emerging markets and innovating new flavors However, threats from competitors and changing consumer preferences pose challenges Overall, understanding these factors is essential for MAGGI's strategic planning and market positioning.

13 brand endorsements The users are also engaged with social media platforms like Facebook, Instagram

- Product packaging: colorful, the main color is green

- Distributing to grocery stores and markets

- Distributing to e-commerce websites such as lazada, shoppe, tiki, …

- Product selling prices are divided into several levels according to packaging

- Display a billboard on the road

The firm constantly invests in research and development to improve product quality, leading to enhancing customers' life quality

- Packaging has many sizes to suit each customer better

- In the GT channel, Ajinomoto uses a two-level channel

- Placing products in supermarkets, mini supermarkets, and convenience stores to approach modern customers Sale points have good locations, better infrastructure to service customers

- Expanding distribution channels to online websites

- oduct Pr selling prices are divided into several levels according to packaging

- Offer promotions with many levels

- Aji -ngon used its social media presence to engage with consumers directly

- Use press to inform about new improvements in the quality of Aji- ngon products and educate consumers about the benefits of their seasoning granules in boosting can xi

Table 3 Maggi, Knorr, Aji-ngon 4Ps

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Understanding these factors is crucial for Nestlé to maintain its market position and drive future growth for MAGGI Seasoning Granules.

The layout is easy to use Affordable price Many types of SKU and combo to choose from

Products come with gifts High rating

Have many official stores Low price

Aji-ngon has many combos High rating

Lack of diversity in products type Knorr doesn’t have combo to choose

The layout is easy to use Affordable price Products come with gifts High rating

Don’t have combo Don’t have gift come with products

Affordable price High rating Has official stores and Tiki Trading

Only deliver to certain places Products aren’t diversified

Don’t have combo Don’t have gift come with products Lack of diversity in SKUs

Knorr doesn’t have official store on Tiki

This article presents a comprehensive SWOT analysis of MAGGI Seasoning Granules, a popular product from Nestlé The strengths of MAGGI include its strong brand recognition, diverse product range, and established market presence However, weaknesses such as dependency on specific markets and health concerns regarding processed foods are notable Opportunities for growth lie in expanding into emerging markets and introducing new flavors, while threats include intense competition and changing consumer preferences towards healthier options Overall, understanding these factors is crucial for Nestlé to enhance the performance of MAGGI Seasoning Granules in the global market.

Time is the main obstacle for women aiming to prepare delicious meals for their families, particularly when it comes to making flavorful soups that require long stewing of pork bones to extract their natural sweetness.

Truth: Consumers want to consume products that taste good and healthy with many nutrients but do not affect health

Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time.”

3.4 Brand positioning model 3.4.1 Root Strength

Maggi, a leader in the food industry with over 130 years of history, offers more than 300 products and entered the Vietnamese market in 1912 Recognized as one of the most purchased food brands globally (Brand Footprint 2016-Kantar World Panel), Maggi continually innovates and enhances its product offerings to ensure they meet essential micronutrient needs.

The market of spices in general and seasoning granule products, in particular, is highly competitive Vietnam's spice industry has a growth rate of 25-32% per year

According to Nielsen's report, the market share of the seasoning granule market in Vietnam is currently led by three big brands, Knorr, Aji-ngon, and Maggi

Maggi brand has segmented the market based on the lifestyles and habits of urban families

Customer's portrait of Maggi seasoning granule: They are busy and modern females, but they also want to prepare meals for their family or females, who have to prepare meals

Besides that, Maggi inspires Vietnamese females to become more creative in their meals

Here's a rewritten paragraph based on the given content, following SEO rules and providing a coherent meaning:Nestle's Maggi Seasoning Granules is a popular product that requires a thorough SWOT analysis to understand its strengths, weaknesses, opportunities, and threats A SWOT analysis of Maggi Seasoning Granules can help identify the product's strong market presence and brand recognition as its key strengths However, the product's weaknesses may include intense competition from local and international brands, as well as the threat of health-conscious consumers opting for alternative seasoning options Opportunities for growth may arise from expanding into new markets, increasing online presence, and introducing new flavors to cater to diverse consumer preferences On the other hand, threats to the product's success may include changes in consumer behavior, increasing competition, and fluctuations in raw material costs.

Instead of defying, she learns to embrace her home cook role under her context

Because the love for her husband and child is unconditional, and cooking is one of the essential ways she expresses her love for her beloved ones

The Department of Food Hygiene and Safety acknowledges various forms of promotion, including advertising and word of mouth As a result, customers develop greater trust in the brand, leading to increased comfort in using its products.

The main challenge women face in preparing tasty meals for their families is the lack of time, especially when it comes to making flavorful soups that require long stewing of pork bones to extract their natural sweetness.

Consumers want to consume products that taste good and healthy with many nutrients but do not affect health

Vietnamese women play an essential role in serving delicious meals to keep the family happy Bringing delicious food brings joy to the family

=> Insight: “Modern woman wants to keep her family happy through delicious dishes but not too much time”

Maggi seasoning granules help to complement the sweetness and flavor of bone marrow - marrow and meat, combined with natural traditional Vietnamese spices such as

Da Lat onions, Phu Quoc pepper, and Ly Son garlic enable homemakers to effortlessly prepare flavorful, juicy, and high-quality dishes using bone broth, all while minimizing cooking time.

Maggi seasoning granules are a convenient solution for consumers who may not have enough ingredients, like mushrooms or pork, to finish a dish, ensuring they can still create a flavorful meal.

Maggi's product is enriched with iron and iodized salt, enhancing the nutritional value of meals It not only elevates flavor but also supports the health and growth of family members, making it a delicious and nutritious choice for every household.

Maggi aligns with the Group's commitment to "Good Food, Good Life" by collaborating with the National Institute of Nutrition to enhance its products with essential micronutrients, ensuring they meet the nutritional needs of Vietnamese consumers.

Maggi is committed to providing delicious meals at affordable prices, creating joy for its customers With its seasoning made from natural ingredients, Maggi instills confidence in consumers The brand aims to foster friendships with customers by helping them prepare and cook flavorful, nutritious meals for their families every day.

Maggi not only offers high-quality products for consumer health but also stands out as a pioneering brand that promotes creativity and individuality in everyday cooking.

Noticeability of POSM and Brand recognition

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses might involve limited product variety Opportunities for growth exist in expanding into new markets and developing innovative flavors, whereas threats could stem from increasing competition and changing consumer preferences Overall, understanding these factors is crucial for Nestlé to maintain and enhance the market position of MAGGI Seasoning Granules.

Tagline: Maggi - The familiar Tet flavor (Maggi - Hương vị Tết quen thuộc).

The tagline "The taste of Tet is a unique taste in everyone's heart" emphasizes the deep emotional connection people have with Tet celebrations Even when celebrating Tet away from home, Maggi brings the comforting flavors of our hometown, making the experience feel less lonely With Maggi, Tet feels close, no matter the distance.

4.3 Sales promotion 4.3.1 Promotion for consumers 4.3.1.1 Gifts

Discover the ultimate flavor enhancer with our Combo 1, featuring a 450g pack of Maggi Premium Seasoning Seeds infused with Mushroom Flavor, a 900g pack of Double Seasoning Seeds enriched with Fresh Meat, Bone Marrow, and Natural Spices, a 350ml bottle of Maggi Concentrated Seasoning Sauce, an 820g bottle of Maggi Oyster Sauce, and a 200ml bottle of Maggi Concentrated Soy Sauce Elevate your culinary creations with these essential seasonings that bring rich taste and depth to your dishes.

Selling price: 199,000 VND Program: Give away a high-class set of 4 bowls.

Combo 1

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses may involve market saturation and competition Opportunities for growth exist in expanding into new markets and product innovations However, threats such as changing consumer preferences and economic fluctuations could impact its market position Overall, understanding these factors is crucial for enhancing MAGGI's strategic planning and maintaining its competitive edge in the seasoning industry.

*Combo 2: Maggi Premium Seasoning with Pork Flavor (900g) and MaggiPremium Soy Sauce (200ml).

Combo 2

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include a strong brand reputation and a diverse product range that appeals to various consumer tastes However, weaknesses such as dependency on specific markets and rising competition pose challenges Opportunities for growth exist in expanding into emerging markets and innovating product offerings to meet changing consumer preferences Conversely, threats from health trends and regulatory changes could impact sales Overall, understanding these factors is crucial for enhancing MAGGI's market strategy and ensuring long-term success.

Combo: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium

Combo grocery stores, retailers

Gift Cost per gift (VND) Quantity

Table 10 Combo grocery stores, retailers gift cost

Buying 1 Maggi Seasoning Granules Product, Customers Will Have A Chance To Win Gifts With The Scratch Ticket Inside (Gold, home appliances, Maggi’s products).

Total cost of the promotion = Gift cost + Scratch ticket printing cost + Shipping cost = 133.678.000 VND

The SWOT analysis of MAGGI seasoning granules highlights key strengths, weaknesses, opportunities, and threats associated with Nestlé's product Strengths include brand recognition and a diverse product range, while weaknesses may encompass dependency on specific markets Opportunities for growth exist in expanding into new regions and innovating product offerings However, threats such as intense competition and changing consumer preferences pose challenges for Nestlé's MAGGI brand Understanding these factors is crucial for strategic planning and maintaining market leadership.

Prize Prize images Reason why choosing

24K Gold bars bearing the image of the

Wealth (1 tael) - Mặt dây Thần tài 24K

In the aftermath of the 2021 pandemic, many individuals faced significant financial challenges, depleting their savings to manage expenses during difficult times As the Tet holiday approaches, Maggi aims to be a supportive companion, helping to uplift spirits and bring joy to customers who have weathered these storms By offering a highly liquid prize, Maggi seeks to alleviate some of the financial burdens and enhance the festive experience for those in need.

Urban customers often face challenges with smoke and dust accumulation in their homes, making it essential to maintain a clean living environment By ensuring a tidy home, customers can enhance their overall happiness, especially during mealtime.

Products in the suitable price range to deploy promotions

The SWOT analysis of Maggi Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve limited product diversification Opportunities for growth exist in expanding into emerging markets and innovating new flavors Conversely, threats include intense competition in the seasoning market and changing consumer preferences towards healthier options Understanding these factors is crucial for Nestlé to enhance its market position and adapt to evolving consumer demands.

Maggi's new product offers customers a chance to win and experience the brand firsthand, enhancing their kitchen time with Maggi products.

To boost market share, Maggi seasoning granules should be distributed more widely, ensuring they remain a staple in customers' kitchens This strategy will not only encourage existing customers to explore new flavors but also provide an enticing opportunity for new customers to experience the diverse range of Maggi products.

As a new product of Maggi, there will be an opportunity for customers to try it, moreover, increase the time Maggi products are in the customer's kitchen

Table 11 Scratch ticket prize details

Detail Cost Quantity Total cost

24K Gold bars bearing the image of the God of Wealth (1 tael) - 01 Mặt dây thần tài SBJ 24K ép vỉ

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats in the market Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and potential health concerns Opportunities for growth lie in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Overall, understanding these factors is crucial for MAGGI's strategic planning and market positioning.

Special Prize Damas Handheld Vacuum

Lucky Prize Maggi Concentrated seasoning sauce

Maggi chili sauce 330gr Retail price:

Table 12 Scratch ticket prize cost

Ticket size 6x36mm Cost per ticket (VND)

Losing ticket (Chúc bạn may mắn lần sau) 1.800 10.000 18.000.000

Wrapping scratch card tickets is essential to address concerns from serious customers who may be hesitant to purchase them due to the presence of tiny tin and paper beads These customers often express discontent when they see scratch cards mixed with seasoning granules, leading to a negative perception of the product By ensuring the tickets are properly wrapped, we can enhance customer confidence and encourage more purchases.

Shipping cost (the winning prize to the lucky winner):

Shipping directly to customers enhances their experience with Maggi products by ensuring complete satisfaction This approach eliminates potential service fees that could negatively impact customer satisfaction and prevents the inconvenience of requiring customers to pick up their orders themselves.

"customers need the company, not the other way around."

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as dependence on specific markets and fluctuating ingredient costs pose challenges Opportunities lie in expanding into emerging markets and innovating product offerings to meet evolving consumer preferences Conversely, threats from competitors and changing dietary trends could impact market share Overall, understanding these factors is essential for strategic planning and maintaining MAGGI's competitive edge in the seasoning industry.

4.3.1.2.2 Products and lucky prize promotion:

Every Maggi seasoning granules packaging will have 01 scratch ticket inside

Promotion location scope: All retailer/sales points nationwide

Sales promotion: Winning prize with lucky scratch ticket in the product packaging

To be eligible for the promotion, participants must be Vietnamese citizens aged 18 or older with full civil act capacity as defined by Vietnamese law They must purchase promotional goods during the specified promotion period and within the designated promotional area, in accordance with the detailed terms outlined in this program.

Prize distribution in each city:

To ensure a fair distribution of winning prizes and prevent concentration in specific areas, Maggi strategically manages and allocates prizes across various regions.

Prize distribution in The South Region (South East, Mekong Delta)

Prize structure Detail Cost (VND) Quantity Total cost

Table 14 Prize distribution in the South region (South East, Mekong Delta)

This article provides a comprehensive SWOT analysis of MAGGI seasoning granules, a product under Nestlé It examines the strengths, weaknesses, opportunities, and threats associated with MAGGI, highlighting its brand recognition and market presence as significant strengths The analysis also addresses potential weaknesses, such as competition and health concerns related to processed foods Furthermore, it explores opportunities for growth, including expanding into new markets and product innovations Lastly, it considers external threats, including changing consumer preferences and regulatory challenges This SWOT analysis serves as a valuable tool for understanding MAGGI's position in the market and strategizing for future success.

Prize distribution in The North Area (Northern Northern Midlands, Red River Delta)

Detail Cost (VND) Quantity Total cost

Table 15 Prize distribution in the North area (Northern Northern Midlands, Red River Delta)

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats in the market Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as reliance on specific markets and potential health concerns related to sodium content could impact sales Opportunities for growth exist in expanding into emerging markets and developing healthier product alternatives Conversely, threats from competitors and changing consumer preferences towards natural ingredients may pose challenges for MAGGI's market position Overall, a strategic focus on innovation and consumer trends can enhance MAGGI's competitive edge.

Prize distribution in The Central Region North Central Coast And Southern Coast, Central Highlands)

Detail Cost (VND) Quantity Total cost

God of Wealth Prize (Giải Thần Tài)

24K Gold bars bearing the image of the - 01 Mặt dây thần tài SBJ 24K ép vỉ

Damas Handheld Vacuum Cleaners- 01 Máy Hút Bụi Cầm Tay Không Dây Damas

Lucky Prize Maggi Concentrated seasoning sauce - 01 Sản phẩm Nước gia vị cô đặc hoàn toàn mới 350gr Maggi

Table 16 Prize distribution in the Central Region North Central Coast and Southern Coast, Central

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Overall, understanding these factors is essential for strategic planning and enhancing the market position of MAGGI Seasoning Granules.

*How to practicipate in the promotion:

POSMs Maggi Frame

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as high competition and potential health concerns regarding processed foods may impact its market position Opportunities for growth exist in expanding into emerging markets and innovating with healthier product options Conversely, threats from rising health trends and increasing regulatory scrutiny could challenge the brand's sustainability Overall, MAGGI Seasoning Granules remains a significant player in the seasoning market, but must navigate these factors to maintain its competitive edge.

The rent for the display islands, gondola ends for 6 large supermarkets and 30 medium supermarkets: 256.645.000 VND

• Supermarket POSMs set: 2 Dividers (60.000 VND), 2 danglers (40.000

POSMs Set in supermarkets

• Bách hóa xanh POSMs set: 2 Wobbler (15.000 VND)

POSMs Set in Bach hoa xanh Stores

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals several key insights Strengths include strong brand recognition and a diverse product range that appeals to various consumer preferences Opportunities for growth exist in expanding into emerging markets and leveraging digital marketing strategies However, weaknesses such as dependency on specific markets and health concerns regarding processed foods pose challenges Additionally, threats from competitors and changing consumer trends towards natural ingredients must be addressed to maintain market leadership Overall, the analysis highlights the need for strategic initiatives to enhance MAGGI's market position.

• Maggi display islands: 20.000.000 VND each.

=> 3 biggest supermarkets in HCMC, 2 biggest supermarkets in Hanoi, 1 biggest supermarket in Da Nang (excluding Bach Hoa Xanh): 120.000.000 VND

POSMs Display islands

=> 30 supermarkets (excluding Bách hóa xanh): 240.000.000 VND

Gondola end

This article provides a comprehensive SWOT analysis of MAGGI Seasoning Granules, a product from Nestlé The strengths of MAGGI include its strong brand recognition and a loyal customer base, while its weaknesses involve potential health concerns associated with high sodium content Opportunities for growth exist in expanding product lines and tapping into emerging markets, whereas threats include increasing competition and changing consumer preferences towards healthier options Understanding these factors is crucial for MAGGI's strategic planning and market positioning.

4.3.4 E-Commerce E-commerce platforms in Vietnam: Shopee, Tiki, Lazada

• Combo 1: Concentrated soy sauce 700ml+ oyster sauce 820g + Maggi Shiitake Mushroom Seasoning Granules 450g + Maggi Seasoning Granules (Pork) 400g

Combo gift 1

• Combo 2: Concentrated soy sauce 700ml + Maggi Shiitake Mushroom Seasoning Granules 450g + Maggi fish sauce 490ml + Maggi concentrated seasoning sauce 350g Price 179.000.

Combo gift 2

Promotion: For each combo checkout, customer receive a dried candied fruits container (hộp đựng mứt) valued 35.000 VNĐ

Duration: from 10/12/2021 - out of gifts

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range that appeals to various culinary preferences However, weaknesses such as dependency on specific markets and health concerns related to sodium content can impact its market position Opportunities for growth exist in expanding into emerging markets and developing healthier alternatives Conversely, threats from increasing competition and changing consumer preferences pose challenges for the brand's sustainability and market share.

Discount 20% for the first 500 checkouts each combo

• Combo 1: Concentrated soy sauce 700ml+ oyster sauce 820g + Maggi Shiitake Mushroom Seasoning Granules 450g + Maggi Seasoning Granules (Pork) 400g

Combo discount 1

Promotion structure Retail price (VND) Quantity

• Combo 2: Concentrated soy sauce 700ml + Maggi Shiitake Mushroom Seasoning Granules 450g + Maggi fish sauce 490ml + Maggi concentrated seasoning sauce 350g Price 179.000.

Combo discount 2

Promotion structure Retail price (VND) Quantity

The SWOT analysis of MAGGI seasoning granules by Nestlé highlights its strengths, such as strong brand recognition and a loyal customer base Opportunities for growth include expanding into emerging markets and diversifying product offerings However, challenges such as increasing competition and changing consumer preferences pose threats to its market position By leveraging its strengths and addressing weaknesses, Nestlé can enhance the performance of MAGGI seasoning granules in the global food industry.

TOTAL COSTS FOR SALES PROMOTION

Table 24 Total cost for sales promotion

4.4 Execution 4.4.1 Digital Marketing 4.4.1.1 Online Ads:

Purpose: Introduce MAGGI's Tet promotions and campaigns

To maximize sales of Tet goods, it is essential to launch video ads on social media platforms during the two weeks leading up to Tet By creating short clips of 6-15 seconds from the main TVC, brands can effectively capture consumer attention and drive engagement, ultimately boosting their promotional efforts in this critical shopping period.

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve health concerns related to sodium content Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include increasing competition and changing consumer preferences Understanding these factors is crucial for Nestlé to enhance MAGGI's market position and adapt to evolving consumer demands.

42 association is to convey the image of Maggi repeatedly to help consumers remember the brand better when going to the point of sale to buy Tet goods

Measurement: The average number of visitors is about 81,45 thousand people/day

Cost: 65,000,000 VND c Phase 3: January 20, 2022-January 29, 2022

Purpose: Promote brand image, Tet campaign message

Facebook Ads cost: 100.000.000 VNĐ 4.4.1.1.2 Youtube:

Format: In-Video Advertising Goal: get from 1,500,000 to 2,000,000 views

Cost per view 60 VND Duration: 26/12/2021-09/01/2022

Name Platform Action Time Unit Price

Dinology Facebook Take photos or a video of the product Post on the topic of MAGGI's Tet campaign

Cam Cam Family (Gia đình Cam Cam)

Facebook (Kien Hoang, Loan Hoang)

Take photos of the product

Youtube (Gia đình Cam Cam)

Producing and posting cooking videos with the theme "Maggi - The

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, reveals key insights into its market position Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes However, weaknesses such as reliance on specific markets and potential health concerns regarding sodium content may hinder growth Opportunities for expansion exist in emerging markets and increasing demand for convenient cooking solutions Conversely, threats from competitors and changing consumer preferences towards healthier options pose challenges for MAGGI's sustained success.

Trang Lou Facebook Take photos of the product

Table 25 Influencers on Social media cost

Table 26 Digital Marketing total cost

Aired on VTV3: 20h30-21h30 every Tuesday and Friday during game show’s break-time

During the 2022 New Year, Maggi promotes a series of events on both print and online media, including 1 paper and 2 online newspapers

The SWOT analysis of MAGGI seasoning granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range, which enhance consumer loyalty However, weaknesses such as dependency on a limited market segment may pose challenges Opportunities for growth exist in expanding into emerging markets and increasing health-conscious product lines Conversely, threats from rising competition and changing consumer preferences towards natural ingredients could impact market share This comprehensive analysis underscores the strategic position of MAGGI seasoning granules within the food industry.

Maggi aims to connect with Vietnamese women aged 25 to 50 who prioritize home care and family meals Promoting through a reputable publication like “Market and Family” (Tiếp thị và Gia đình) is an effective strategy to reach this target audience and communicate the brand's message effectively.

Picture 18 Tiế p th ị và Gia Đình Magazine’s target audience

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that appeals to various culinary preferences Weaknesses may involve reliance on specific markets and potential health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and developing healthier product alternatives However, threats such as increasing competition and changing consumer preferences towards natural ingredients pose challenges Overall, MAGGI Seasoning Granules remains a significant player in the seasoning market, leveraging its strengths while addressing its weaknesses and threats.

Billboard at the largest markets in each city

The SWOT analysis of MAGGI seasoning granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes Weaknesses may involve dependency on specific markets and potential health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and developing healthier product alternatives Threats include increasing competition from local brands and changing consumer preferences towards natural ingredients Overall, understanding these factors is crucial for Nestlé to maintain its competitive edge in the seasoning market.

The 4-minute short film captures the essence of the Tet holiday, conveying a valuable message that will be segmented into brief excerpts for use in TV commercials and engaging promotional videos on Facebook and YouTube.

The COVID-19 pandemic has led to a heightened appreciation for life and cherished moments with loved ones, transforming ordinary daily experiences into profoundly special memories.

The approaching New Year 2022 is a significant and cherished time for every Vietnamese person, marked by a deep desire to return to their homeland As the old year concludes and the new one begins, individuals seek to reunite with loved ones and reconnect with the familiar places of their upbringing, reflecting on personal growth and cherished memories.

The pandemic has instilled significant fear and anxiety, making the upcoming Tet celebration a highly anticipated event as people long to reunite with their families However, concerns about the potential spread of disease continue to linger in the minds of many.

Maggi aims to deliver an uplifting message about celebrating Tet holiday away from home, encouraging consumers to set aside their worries and embrace the joy of this meaningful time of year The brand emphasizes that the essence of Tet can be experienced through familiar flavors in meals, allowing everyone to feel connected to the holiday, no matter their location.

The flavors of traditional meals during the Vietnamese New Year, or Tet, play a crucial role in the holiday celebrations Unlike ordinary meals throughout the year, Tet dishes symbolize familial bonds and togetherness The act of gathering and collaborating to prepare these festive meals is a cherished tradition that embodies the spirit of the Lunar New Year.

The SWOT analysis of MAGGI Seasoning Granules highlights the strengths, weaknesses, opportunities, and threats associated with this popular product from Nestlé Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats could stem from changing consumer preferences and economic fluctuations Overall, understanding these factors is crucial for enhancing MAGGI's market position and driving future success.

Illustrated billboard

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include strong brand recognition and a diverse product range, which enhance customer loyalty However, weaknesses such as dependency on specific markets and fluctuating raw material costs pose challenges Opportunities for growth exist in expanding into emerging markets and innovating new flavors to cater to changing consumer preferences Conversely, threats from increasing competition and health-conscious trends may impact sales Overall, MAGGI Seasoning Granules has a solid foundation but must navigate market dynamics strategically to maintain its competitive edge.

The short film, lasting 4 minutes, captures the essence of the Tet holiday, conveying a valuable message Key excerpts from the film will be utilized to create engaging TV commercials and promotional videos for platforms like Facebook and YouTube.

The COVID-19 pandemic has led to a growing appreciation for life and cherished moments with loved ones, as people find beauty in the simplest experiences Ordinary daily moments have transformed into extraordinary memories, highlighting the significance of connection and presence during these uncertain times.

The New Year 2022 holds great significance for every Vietnamese individual, marking a time of joy and reflection As the old year comes to a close and the new one begins, many people express a deep desire to return to their homeland, reuniting with loved ones and reconnecting with the familiar places of their upbringing that shaped their growth.

The pandemic has instilled fear and anxiety in many, making the anticipation of returning home for Tet bittersweet While families eagerly await reunions, concerns about the potential spread of illness linger in their minds.

Maggi delivers an uplifting message that encourages consumers to embrace the joy and fulfillment of the Tet holiday, even when away from home The brand aims to help individuals set aside their worries, allowing them to fully enjoy this meaningful time of year With Maggi, the flavors of Tet can be experienced through familiar meals, no matter where you are.

The flavors of traditional Vietnamese New Year meals are essential to the holiday experience, distinguishing them from ordinary daily meals These festive gatherings not only celebrate culinary delights but also strengthen family bonds, as loved ones come together to prepare Tet dishes This collaborative spirit is a quintessential aspect of the Lunar New Year celebration.

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and fluctuating ingredient costs Opportunities for growth exist in expanding product lines and tapping into emerging markets However, threats such as changing consumer preferences and health trends could impact sales Overall, MAGGI Seasoning Granules remains a significant player in the seasoning market, driven by Nestlé's strong market presence and innovative strategies.

In Vietnamese culture, the phrase "going home, eating Tet" emphasizes the significance of traditional dishes during the Lunar New Year celebration However, the ongoing pandemic has made it challenging for families to gather and share meals during this important holiday The short film “Tet away from home is not so lonely as long as there is Maggi” highlights that the essence of Tet can still be experienced even when apart, as families can enjoy familiar flavors that evoke the warmth of home.

In the film, Maggi's vibrant yellow color symbolizes spring, optimism, and brightness, transcending its role as merely the brand's primary hue.

Dubbing voice: Hiếu Bò Kho This voice actor can lead, and evokes the emotions of the audience with his warm voice

15 Surroundings: Empty streets The afternoon light is not so sunny

An angle from the apartment overlooking the empty streets

Light traffic scene Sunset gradually falls (the sky turns from afternoon to evening)

“This endless spring, the city is unexpectedly empty At this time, people say, if you love your beloved ones and family, wherever you are, stay there."

Table 28 Scene 1 script b Scene 2: Main character find something makes her recall memories

2 20 Characters: Main character, mother, father, brother, sister

Scene: Film the main character cleaning in the bedroom

Found old photos The main character was cleaning out her closet when she accidentally found an old family photo storage box

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses may involve competition and market saturation Opportunities for growth exist in expanding product lines and entering new markets, whereas threats include changing consumer preferences and economic fluctuations Understanding these factors is crucial for strategic planning and maintaining a competitive edge in the seasoning market.

Objects: family photo frame on Tet holiday when they were young and happy

Inspiring Cinematic Background Music For Videos

Surroundings: main character is cleaning the house to prepare for Tet

Zoom-in: The old photo

Description: two hands holding the picture and with an emotional face

The character slowly opens the box and looks at the pictures one by one

Accidentally found an old photo on New Year's Day with parents, her siblings and a dog in the countryside next to a pot of banh chung being cooked

Dubbed "But spring is also a time for family reunion"

Woman looking at the street - thinking

Table 29 Scene 2 script c Scene 3: Recall memories

3 45 Characters: Female lead, mother, father, brother, sister

Objects: family photo frame on Tet holiday when they were young and happy

Surroundings: The main character sits

Wide panorama: taking the scene indoors in the countryside, the yard in the afternoon sun

Recreate the scene of the family together on New Year's Day in the memory of the main character through each stage in life

As a child, she fondly remembers the vibrant Tet celebrations when her mother first taught her how to cook, a cherished moment that sparked her love for culinary traditions Alongside her siblings, they would sneak into the kitchen, creating joyful memories while experimenting with flavors, particularly enjoying the taste of Maggi seasoning.

Growing up with mom cooking Brother and

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, reveals key insights into its market position Strengths include strong brand recognition and a diverse product range, while weaknesses may involve dependency on specific markets Opportunities for growth exist in expanding into emerging markets and introducing new flavors, whereas threats could stem from increasing competition and changing consumer preferences Overall, MAGGI's strategic positioning can leverage its strengths to capitalize on market opportunities while addressing potential challenges.

49 in the room, looking at the photos and reminiscing

Mood: Expressing the joy of Tet every year when returning home sister clean and decorate ed the house to prepare for Tet

Tet when grown up, married and without covid

The joyous reunion during the pandemic saw grandparents warmly welcoming their children's small families after a year apart Children eagerly rushed to embrace their grandparents, creating heartwarming moments filled with happiness as they visited and cherished their time together.

Table 30 Scene 3 script d Scene 4: Video call between the daughter (main character) and her parents

4 20 Characters: main character and her parents

Surroundings: The protagonist is sitting in her living room, making video calls to his parents who live in the country

In a poignant video call, the main character reaches out to inquire about his family in the countryside, expressing their shared heartbreak over being separated during the New Year celebrations The emotional distance underscores the significance of family connections, highlighting the bittersweet nature of celebrating traditions while physically apart.

A conversation between the main character and her parents in the countryside

Female lead: Hello, how are you, what are you preparing for Tet?

The father: I just bought a beautiful apricot tree, let me show you

(Then the father went to the front door and turned the apricot tree for the daughter to see.)

The mother came in from outside with a pot of meat poach, saw her father talking on the phone and asked: "Is that our daughter?"

TVC scenes

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range that appeals to various consumer tastes Weaknesses may involve dependency on specific markets and potential health concerns related to sodium content Opportunities for growth exist in expanding into emerging markets and developing healthier seasoning options However, threats from competitors and changing consumer preferences towards natural ingredients pose challenges Understanding these factors is crucial for Nestlé to enhance its market position and adapt to evolving consumer demands.

54 brother and sister were cleaning the house, she asked if there was anything they wanted to say to their sister

The brother and sister expressed that their absence from home for a year is inconsequential, emphasizing that the well-being and happiness of their family are what truly matter They conveyed a positive outlook, stating there is no reason for sadness in this situation.

The main character sees a happy family scene and thinks:

"I can't come back this New Year, I just hope my family is still happy."

Ending short film: “This season, keeping our distance is the most important so that we will be closer in another way - Duration: 5s

Ending line: “Tet away from home is not so lonely as long as there is Maggi, bringing the familiar Tet’s flavors like our hometown.” - Duration: 2s

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include brand recognition and a loyal customer base, while weaknesses may involve competition and health concerns related to sodium content Opportunities for growth exist in expanding product lines and tapping into emerging markets, whereas threats include market saturation and changing consumer preferences towards healthier options Overall, understanding these factors is crucial for MAGGI's strategic positioning in the seasoning market.

TOTAL COST OF THE CAMPAIGN

Advertising 1.235.000.000 Sales promotion 3.451.135.000 Communication 990.000.000 Digital marketing 260.000.000 Short film production 1.235.000.000

On air TVC 672.000.000 Online Ads 200.000.000

Actress-Actor 35.000.000 Gifts/sample 2.300.000.000 VTV3 (T3) 420.000.000 Youtube Ads 100.000.000 Production fee 1.200.000.000 POSMs 179.000.000 VTV3 (T6) 252.000.000 FB Ads 100.000.000

Display contest 204.000.000 Market 260.000.000 Facebook 30.000.000 Pride

Table 35 Total cost of the campaign

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a strong market presence, while weaknesses may involve competition and changing consumer preferences Opportunities for growth exist in expanding product lines and tapping into emerging markets However, threats such as market saturation and health trends could impact sales Understanding these factors is crucial for Nestlé to maintain its competitive edge in the seasoning market.

Phase Field Channel Time Duration

Works with Creative and Production Agency

- Scripting content for TVC, short films

To ensure a smooth filming process, it's essential to contact the actor's Creative and Production Agency in advance to schedule an appointment This proactive approach helps address potential issues, such as the actor's busy schedule, unexpected illnesses, or unforeseen circumstances like a sudden pandemic that could disrupt filming for project CT16.

- Work with Creative and Production Agency and actors to shoot TVC, edit Video for completion

Sales promotion Promotion for consumer

Prepare and distribute promotion Combo

- Design the appearance for the promotional Combos to be attractive and attract customers

- Design, print POSM and display at supermarkets

- Allocation and inventory of quantities and distribution to the intended locations

The SWOT analysis of MAGGI seasoning granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a diverse product range, while weaknesses may involve competition and health concerns related to sodium content Opportunities for growth exist in expanding markets and the rising demand for convenient cooking solutions However, threats such as changing consumer preferences and increasing competition in the seasoning market pose challenges Overall, understanding these factors is crucial for Nestlé to maintain its market position and adapt to evolving consumer needs.

Prepare and distribute promotional products with scratch cards and program rules

- Design scratch cards and contact government agencies to approve and license advertising to comply with the law

- Allocate and stock inventory and distribute official products and gifts to planned locations

Promotion for customer - Display contest

- Prepare detailed program content and rules

- Design images for promotional combos

- Enter promotional products included in the combo

Prepare POSM and contact rental point

- Design POSM and print finished products

- Contact supermarket systems for specific exchange

- Contact VTV to schedule and discuss in detail

Print-Ads 12/1/2022 5 Design print-ads - Design and prepare content for print-ads

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include strong brand recognition and a loyal customer base, while weaknesses may involve limited product variety Opportunities for growth exist in expanding into emerging markets and innovating new flavors, whereas threats include intense competition and changing consumer preferences towards healthier options Understanding these factors is crucial for Nestlé to enhance the market presence of MAGGI Seasoning Granules.

- Contact the billboards rental office to work in advance

Get complete TVC, Video Ads and prepare necessary activities to run Facebook Ads, Youtube ads

- Prepare and design 5s video ads, edit videos and other support jobs

- Prepare content to post, strategy to run Facebook Ads, Youtube Ads to achieve the best results

Advertising Short film production 24/12/2021 1 - Send TVC to other departments

Send the complete TVC to digital marketers, the party in charge of working with VTV Channel

- Putting promotional combos into semi- official retail systems

- Display of POSM and put items on shelves

- The rent for the display islands, gondola ends for 6 large supermarkets and 30 medium supermarkets

Products that include lucky scratch cards are

- Register for promotions with the Ministry of Information &

The SWOT analysis of MAGGI Seasoning Granules by Nestlé highlights its strengths, such as strong brand recognition and a diverse product range Opportunities for growth include expanding into emerging markets and innovating with new flavors However, it faces threats from increasing competition and changing consumer preferences towards healthier options Addressing weaknesses like reliance on specific markets will be crucial for maintaining its market position Overall, MAGGI Seasoning Granules remains a key player in the seasoning industry, leveraging its strengths to capitalize on market opportunities while mitigating potential risks.

59 included in the official retail systems and valid official winning programs

Promotion for customer - Display Contest

Supermarket systems officially participate in the display contest

- Follow activities in sales systems to manage and evaluate if it is suitable At the end, manager marks, evaluates and announces prizes

Promotional combos are on ecommerces sites

- Marketers post products for sale on e-commerce platforms

- Effective packaging management and comprehensive customer care

Start showing TVC ads on the official channels

- Monitor and evaluate the effectiveness of TVC during the broadcast period through the measurement system from the station

Print-Ads 17/01/2022 1 - Increase coverage for the Maggi New Year campaign 2022

Post the article Maggi's Tet campaign has been prepared

(Saturday) 2 - KOLs create content that integrates Maggi's

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Key strengths include strong brand recognition and a diverse product range, while weaknesses may involve dependency on specific markets Opportunities for growth exist in expanding into emerging markets and developing new flavors However, threats such as intense competition and changing consumer preferences pose challenges to maintaining market share Overall, understanding these factors is crucial for enhancing MAGGI's market position and strategic planning.

- Cooperate with KOLs to integrate desired ads in Youtube videos, Facebook Posts promotions that have been discussed before and post within the specified timelines to reach the best audience

Put Billboard at the front of the markets

- Set Up Billboards at the planned spots

- Monitor the status of billboards throughout the program run

Introducing MAGGI's Tet promotions and campaigns

- Timeline of Digital Marketers setting up Campaign Facebook Ads

From the launch to the project's conclusion, Digital Marketers and other roles within the Marketing department collaboratively assess ad performance, track campaign metrics, and develop timely contingency plans They continuously evaluate the situation and strategize to enhance progress toward their goals.

Promote video ads (cut 6-15s from accompanying short film) and TVC

Promote brand image, Tet campaign message

The SWOT analysis of MAGGI Seasoning Granules, a product of Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a strong market presence, while weaknesses may involve competition and dependency on specific markets Opportunities for growth lie in expanding product lines and tapping into emerging markets However, threats from competitors and changing consumer preferences pose challenges Overall, MAGGI Seasoning Granules holds a significant position in the seasoning market, benefiting from Nestlé's extensive resources and distribution networks.

61 goals if the status quo results are not as expected

24/12/2021 1 Release teaser - Upload teaser video on official account

Increase Video Ads coverage to the target customer group

- Follow to keep track of activities

The SWOT analysis of MAGGI Seasoning Granules, a product by Nestlé, highlights its strengths, weaknesses, opportunities, and threats Strengths include brand recognition and a loyal customer base, while weaknesses may involve health concerns related to sodium content Opportunities for growth exist in expanding product lines and tapping into emerging markets, whereas threats include intense competition and changing consumer preferences towards healthier options Understanding these factors is crucial for Nestlé to maintain its market position and adapt to evolving consumer demands.

1 Nestlé Good Food, Good L ife https://www.nestle.com/

2 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 the - - -world-s- billionaire-club- and-in -vietnam-part-01

Người dân TP Hồ Chí Minh đang đổ về các siêu thị để mua sắm, cho thấy sức mua tăng cao trong thời gian gần đây Sự gia tăng này phản ánh nhu cầu tiêu dùng mạnh mẽ của người dân thành phố, đặc biệt là trong bối cảnh phục hồi kinh tế Các siêu thị cũng đã chuẩn bị đầy đủ hàng hóa để đáp ứng nhu cầu mua sắm đa dạng của khách hàng.

4 Lượng khách mua s m t ắ ại các siêu thị tăng gấp 2-3 lần http://www.baodongnai.com.vn/tintuc/201902/luong-khach- mua -sam- -cac tai - sieu-thi-tang-gap-2-3-lan-2931916/

Trong những ngày gần Tết, siêu thị tại Hà Nội đã trở nên đông đúc với hàng nghìn người đổ xô đi mua sắm, tạo nên một "biển người" choáng ngợp Sự gia tăng lượng khách hàng đã khiến nhiều siêu thị gặp khó khăn trong việc phục vụ, dẫn đến tình trạng tắc nghẽn kéo dài Nhiều người tiêu dùng đã tranh thủ mua sắm sớm để chuẩn bị cho dịp lễ quan trọng này.

Trong bối cảnh dịch COVID-19, thói quen mua sắm đã chuyển mình mạnh mẽ, với sự gia tăng đáng kể của hình thức mua sắm trực tuyến Người tiêu dùng ngày càng ưa chuộng việc đặt hàng qua mạng để giảm thiểu rủi ro lây nhiễm Các nền tảng thương mại điện tử đã phát triển mạnh mẽ, cung cấp đa dạng sản phẩm và dịch vụ, đồng thời đảm bảo an toàn cho khách hàng Việc chuyển hướng này không chỉ giúp người tiêu dùng tiếp cận hàng hóa dễ dàng hơn mà còn thúc đẩy sự đổi mới trong ngành bán lẻ.

Tiêu đề	Maggi Seasoning Granules
Tác giả	Nguyễn Ngọc Lan Anh, Bùi Thị Châu Trâm, Phạm Nhật Quang, Nguyễn Ngọc Quỳnh Như, Võ Đại Minh Hoàng, Lê Phạm Thanh Huyền, Vũ Nguyễn Bình Giang
Người hướng dẫn	Nguyen Thi Quynh Anh
Trường học	Ton Duc Thang University
Chuyên ngành	Business Administration
Thể loại	Graduation Project
Năm xuất bản	2021
Thành phố	HCMC

Định dạng
Số trang	139
Dung lượng	3,95 MB