international marketing plan for hao hao instant noodle of acecook vietnam joint stock company in thailand

MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING Project: INTERNATIONAL MARKETING PLAN FOR HAO HAO INSTANT NOODLE OF ACECOOK VIETNAM JOINT STOCK COMPANY IN THAILAND Major: Mark

MINITRY OF FINANCE UNIVERSITY OF FINANCE AND MARKETING

Project:

INTERNATIONAL MARKETING PLAN FOR HAO HAO

INSTANT NOODLE OF ACECOOK VIETNAM JOINT STOCK

COMPANY IN THAILAND Major: Marketing

Speacialization: International Marketing

Name Student’s Code

1 Luu Phuong Ha 1921000737

2 Nguyen Thanh Nhu Ngoc 1921005561

3 Huynh Ho Bao Tran 1921000967

4 Bui Ha Vy 1921003851

Ho Chi Minh City, 2021

TABLE OF CONTENTS

I EXCUTIVE SUMMARY 1

Il SITUATION ANALYSIS 2

1 Company Analysis cố 2

Vy 0ï 0 in on nh ẽ 3

pin nh 3

Il ANALYSIS OF THE INTERNAL ENVIRONMENT 5 1 Analyze the factor of the internal environment of the cOmpany . - ác S se 5 P.00 còi cài nh 6

2.1 Constructing d COMDGfHfÍU€ QÌVGHÍ(© SG HH HH HH gu vớ 6 2.2 COIHSITHCHHG (1 SÍT(ÍCQY sọ HH HH HH HH Họ nh 6 3 The Success of current marketing DTOĐTAINS .- óc 1 11121 1121112111141 1112111111111 H1 tê 6 4 The market knowledge nh aa 7

IV ANALYSIS OF THE EXTERNAL ENVIRONMENT 7 L Political: a5 7

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su 8

AI oi am ẽ 9

sào hố ố ố 9

Sôi 10

7 Lega eee ce ee en ee ene eee cen taenednetee seceded tae faene cased cae sedeee cased dnegeeteegeneeesaseaaeeteasees 10 8 PORTER’S FIVE FORCES OF HAO HAO 10

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V TARGET MARKET DESCRIPTION 14 II con on 14

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3 Financial Objectives: 00.0 17

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VII MARKETING PROGRAM 18 oan ốc 18

2 Pricing c nh hố 20

3 Distribution Strategy h6 21

4 Marketing Communication Strategy cece ec ee 22

oan ố 24

VII EVALUATION, MEASUREMENT, AND CONTROL 25 In on 25

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I EXCUTIVE SUMMARY

The purpose of this report is to provide an international marketing plan for Acecook's Hao Hao noodles to the Thai market Hao Hao noodles first appeared in 2000 by Acecook Vietnam Nearly 20 years have passed, the sour and sour shrimp flavor of Hao Hao has become too familiar and still occupies a high position in the hearts of Vietnamese consumers Acecook Vietnam has brought its

products to many countries around the world from the US, France, Germany, the Netherlands, even

Asian countries such as South Korea, Hong Kong, Japan, Up to now, Acecook Vietnam wants to turn to Southeast Asia and realizes that the Thai market is very potential and suitable for the company

to promote its Hao Hao noodle products in the next 5 years

Firstly, according to data from the World Instant Noodle Association, Thailand is in the Top 10 countries that consume the largest packaged noodles The amount of noodles consumed in this country has also skyrocketed in recent times due to the COVID-19 pandemic Our company found that the rate of instant noodle use in Thailand is 93% of which 37% of Thais eat packaged noodles 2-

3 times a week for convenience Therefore, we believe that Hao Hao instant noodles will be easily accessible to easy-going consumers because this is a popular product

Secondly, SWOT analysis indicates that, although Hao Hao noodles have some batriers to entering the Thai market such as a lack of brand awareness, this will be an opportunity to join new close friends to neighboring international friends An overview of Thailand's instant noodle industry trends and the growth of the mayor gives Hao Hao an opportunity to make a profit in the future According to the assessment, the brand awareness level in Thailand will reach 20%, the profit margin

of 20-30% even 40% if COVID-19 is still in the business and the market share of 5% - 10% will be achieved in the medium to long term respectively

Thirdly, the market penetration strategy and suggested pricing strategy of Hao Hao noodles in Thailand with a nationwide distribution network The cost and risks of Hao Hao noodle products will comment on this strategy well and bring the potential to increase high export sales Hao Hao must be committed to providing quality products and services to customers This international marketing plan will provide an overview of the Thai instant noodle market and explain in detail why Acecook Vietnam's current strategy for market entry, pricing, and promotion is in line with Acecook Vietnam's current vision, expectations and overall business strategy

IL SITUATION ANALYSIS

1 Company Analysis

cook happine,

AC©COOK

Picture 1: Acecook Logo

Since its establishment on December 15th, 1993, and official inauguration in 1995, Acecook

Vietnam Joint Stock Company has been constantly developing and becoming a leading manufacturer

of foodstuffs in Vietnam Acecook Vietnam has attained a strong position in the market while providing instant processed products with high quality and nutritional values

Hao Hao noodles first appeared and were first joined in 2000 by Acecook Vietnam The product has quickly gained popularity among many consumers, becoming the most familiar dish to consumers

in urban and rural areas As a Japanese instant noodle manufacturer, Acecook has pioneered investments in the Vietnamese market As a result of that investment process, acecook Vietnam was established on January 18, 2008

Mission and Vision:

* To become a leading manufacturer of foodstuffs in Vietnam whose management capacity

is commensurate with globalization

* To bring new culinary consumption concepts to local and foreign consumers through manufacturing and supplying high-quality products Through the production and sales of high-quality products and services to meet the modern demand and: Bring satisfaction to the consumers, Bring sustainable life and growth to employees, Attain a strong position and support all over the world

After more than 20 years of establishment and development, Acecook Vietnam is now known

as a leading brand in instant noodles accounting for more than 50% market share and nearly 100% coverage of the market with delicious products, especially Hao Hao noodles Currently, Acecook Vietnam produces 2.8 billion packets of noodles per year, of which 8% of products are for export

markets Acecook Vietnam products are exported to 47 countries and territories, from the Americas

(USA, Canada) to Europe (UK, France, Germany, Netherlands) to Asia such as Korea, Taiwan,

Malaysia However, in these markets, Acecook’s upcoming orientation is to expand the audience of local customers using Acecook products originating from Vietnam

2 The Current Market Situation

Over the past 3 years, Hao Hao noodle brand has been growing in the market Especially in the context of the complex COVID-19 epidemic, Acecook's revenue is even more “terrible” with more than VND9,800 billion in 2019 Profits also increased at an average rate of about 20% per year to

more than 1,300 billion in 2018 In 2018 alone, the revenue of Hao Hao noodles helped Acecook double Masan (VND 4,636 billion), 16 times more than Miliket (VND 608 billion) In particular, at

the time of social distancing, Acecook has increased production with an increase of about 30% to meet the demand of the market Every day, the company can produce 400,000-450,000 cartons of produce, equivalent to 12-13 million packets of noodles

In the market, there are many products corresponding to the same type, competing with Hao Hao Direct competitors with Hao Hao are other popular packaged noodle brands such as 3 Regions,

Kokomi, Miliket, Omachi Indirect competitors are noodles (rice noodles, sorghum, pasta, ), other

instant foods (Korean rice cakes, rice balls, sausages) It can be seen that the trend of consumers using instant noodles has increased in recent years due to the impact of the COVID-19 pandemic During the epidemic, limiting going out, packaged, frozen foods, typically instant noodles are the most chosen because they are easy to store, has a long shelf life In particular, the rate of increase in instant noodle consumption in the current context is 67% Other factors affecting the Hao Hao instant noodle consumption market such as gender, preferences, income, health, convenience needs, frequency of shopping, geography (rural, urban)

3 Market size

The global demand of instant noodles assessment for 2017-2020 shows that Thailand is ranked

no 9 Consumer demand in the country increases year by year In 2018, 3,460 packages were consumed, 3,570 packages in 2019 and 3,710 packages in 2020 The outbreak of covid-19 in recent years has made Thailand's Fast Moving Consumer market 25.24% higher than other Southeast Asian

countries

TOP CONSUMERS

Indonesia Japan ‘orea | Brazil Nigeria | Malaysia

& Homa Nong @ India 0 Vietnam o Philippines o Thailand © Russia ® Nepal ® Mexico

of the brand They will recommend Hao Hao instant noodles to friends and relatives This makes it easy for Thai people to identify their brands Tom yum, Thai suki, and mince pork flavors are popular

in Thailand Generally, spicy flavors with chili are preferred A wide variety of products use rice vermicelli and pho

This will be a new product entering this market, so it takes at least 1-2 years for consumers to

be aware of Hao Hao instant noodles In Thailand, women are more likely to buy than men, they are also domestic householders, so the company needs to focus on female customers Convenience stores are also the fastest growing sales channel in the country so Hao Hao noodles need to be displayed at many convenience stores at a suitable price In addition, the taste of the product (accounting for 73%)

is also the deciding factor in choosing the brand

Ill ANALYSIS OF THE INTERNAL ENVIRONMENT

1 Analyze the factor of the internal environment of the company

The company owns 10 manufacturing plants, 300 distribution agents in Vietnam and many overseas representative offices Acecook invests in a modern high-capacity line, equipped with quality control systems such as weighing machines, Xray machines In addition, the company also has a laboratory built and installed modern equipment to ensure the results of inspection of raw materials and finished products quickly, accurately, honestly and objectively

The company currently has nearly 6,000 employees (office and production teams) Acecook employees are always ready to coordinate to complete production processes that bring customers quality products

¢ Ordinary workers are manufacturing workers at Acecook factories They are highly trained, equipped with the necessary knowledge about the use of modern machinery and handling situations that arise during the working process

* Research group: has a master's degree, graduated from schools or majored in chemistry, microbiology and nutrition, has had previous research experience

* Technical team: is a team of IT professionals, engineers who are qualified in their field

of work They all have experience in installing, repairing, designing machinery for the factory as well as electronic applications for internal and marketing

¢ Business team: is a team that is invested in both expertise, capacity, and enthusiastic working spirit, ready to conquer all difficulties, bringing the company's products further

* Corporate governance group: 100% graduated in the right majors with employment positions from leading universities in Vietnam and internationally This group of human resources has very good expertise in business administration in general from the application process until the official staff

Acecook Vietnam's core capacity is strong financial resources, well-known and long-standing brands that are well known to many people There is modern equipment technology, manufactured according to Japanese technology, products of international standards The company’s products are diverse in types, flavors, and affordable prices These points give a competitive advantage in the

market

2 The Firm’s competitive advantage

2.1 Constructing a competitive advantage

Benefit: The company’s products are always evaluated for quality, manufactured in a closed process, using the most modern technology in Southeast Asia: ISO 9001:2008, ISO 14001:2004, HACCP Acecook Vietnam is the first Southeast Asian company to meet international food standards (IFS, BRC) Having a development strategy, a wide distribution network in foreign markets, affirming the Vietnamese noodle brand in the international market The enterprise has 100% foreign investment capital, strong financial potential, if spending advertising money continuously will help the company easily increase its market share

2.2 Constructing a strategy

Cost: about $50 million per plant By perfecting the production process and automation, Acecook can save costs, making it possible for consumers to enjoy high-quality instant noodles at reasonable prices

Difference: Delicious taste, variety, ensuring nutrition are the available characteristics of the product has created a distinct impression that attracts consumers from easy to difficult, from domestic

to international market In addition, as competitors entering the noodle market are increasingly crowded and become fierce, Acecook Vietnam has turned up along with the advantage of the increasingly advanced noodle production process, higher technology with the leading criteria — ensuring consumers’ health and safety The biggest difference of the company is that it relies on experience, know-how and technological superiority to continuously improve the quality, improve the taste of noodles, and create many new tastes

3 The Success of current marketing programs

Current marketing programs: In the sensitive time of the COVID-19 pandemic, most brands minimize their advertising budgets, very few brands dare to launch "massive" advertising campaigns because of financial difficulties and customer reception attitudes But Acecook dared to do it, the company succeeded when 90% of customers felt completely satisfied With no massive advertising,

no monumental TVC, Acecook simply announced the product launch to its distribution system With just one news item on its Facebook page, Acecook has made customers eagerly await the launch of the product The marketing team has been very successful in applying Word of Mouth tactics in advertising campaigns In the time of "No money for advertising”, advertisers prioritize the choice of

word-of-mouth advertising In addition, the company funds charitable programs to promote the brand identity process

Marketing channels: PR, Social Media ( TV, Youtube, Facebook, Instagram, ), Ads, Banners

in supermarkets, grocery

4 The market knowledge

Acecook can increase production by 30% to meet the growth rate of the Thai market Acecook actively joint ventures, linking with other enterprises, foreign enterprises to have strong capital sources, creating conditions for the company to develop to easily increase the market size Acecook constantly examines the business strategies and marketing strategies of direct and indirect competitors in the Thai market From there, the company offers other, bolder strategies that demonstrate the superiority of the company’s Hao Hao products Strengthen marketing strategies, promotions to boost market purchasing power

The Thai instant noodle market is a volatile market, Acecook company always has to regularly survey the market to capture the tastes of consumers, serving a variety of audiences The company offers surveys, observation methods, testing methods to be able to respond promptly to market changes

IV ANALYSIS OF THE EXTERNAL ENVIRONMENT

1 Political:

CPTPP is a new generation free trade agreement (FTA) with 11 member countries: Australia,

Brunei, Canada, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore and Vietnam The

CPTPP Agreement was launched in 2019 to remove trade barriers between | 1 member countries; The consumer population of the group of countries participating in the CPTPP Agreement reached 500 million people In April 2020, the Thai cabinet temporarily considered the decision to join the CPTPP due to decisions from politicians, social groups and experts for reasons that would affect the economy, specifically the economic sector agriculture and health In May 2020, the Thai cabinet decided to set

up a study committee to join the CPTPP

Agreement between the Government of the Socialist Republic of Vietnam and the Government

of the Kingdom of Thailand on the avoidance of double taxation and the prevention of tax evasion with respect to taxes on income This Agreement also creates a legal framework for cooperation and

mutual support between the Vietnamese tax authorities and the Thai tax authorities in international tax administration in order to prevent tax evasion with respect to taxes on income and on assets

In general, the above agreements bring many advantages in terms of trade as well as help Hao Hao reach consumers more easily creating favorable conditions in terms of tax administration as well

as the transportation of goods becomes more convenient

2 Economic:

Thailand, the second-largest economy in ASEAN after Indonesia, is an upper-middle-income country with an open economy, a gross domestic product (GDP) of $503.5 billion and a negative 6.1 percent annual growth in 2020

According to Thailand's National Economic and Social Development Council (NESDC), the Thai economy declined by 6.1 percent in 2020, compared with a growth of two percent in 2019 Exports of goods, private consumption expenditures, and total investments by seven percent, one percent, and five percent, respectively The headline inflation was at negative one percent and the current account registered a surplus of three percent of GDP

The capital Bangkok has become the active economic hub and the most prosperous part of the country, accounting for about 60% of the national GDP The relationship between Vietnam and Thailand is constantly developing sustainably and well in all fields, especially in the fields of economy and trade Vietnam Thailand is a member of many regional and international forums such

as: ASEAN, ASEAN Economic Community (AEC), Asia Pacific Economic Cooperation (APEC)

The Thai economy is projected to grow by one to two percent in 2021 as the negative impact

of a surge of COVID-19 in Thailand offsets the positive effects of the recovery of the world economy and global trade volumes, and government stimulus measures With the rapid economic development, Thailand is a place with many opportunities to expand the market as well as bring Hao Hao instant noodles products to become more popular in Thailand

3 Social

The total population of Thailand, as of December 2021, is approximately 69.96 million In

2020, the natural population growth rate is positive because the number of births exceeds the number

of deaths by 153,206 people The sex ratio in the total population of 0.948 (948 males per 1,000 females) is lower than the global sex ratio The global sex ratio in the world in 2020 is about 1,017 males per 1,000 females

Many Thai women are very educated and tech-savvy; therefore well paid Thai consumers are very brand conscious and don't mind paying extra for their favorite brands Demand for luxury products such as smartphones, jewelry, watches and designer sunglasses, and luxury cars is on the rise However, Thai society faces some major social challenges For example, teenage pregnancy, population aging, human trafficking, and corruption, except for a few in this area

4 Technology

Thailand is gradually becoming a country with advanced technology The government provides various incentives for the growth and development of the latest technology The investment of Thai companies in innovation and corporate infrastructure is also worthy of attention As a result, the country is expected to see an increase in e-commerce and similar technology activities in the coming years

Thai companies now provide technology products and services abroad For example, CCS Advance Tech (a Thai company) manufactures and supplies aerospace and aerospace components for global companies including Boeing and Airbus (Lowe, 2019) Thailand is also a Southeast Asian country leading in the use of social networks Facebook, YouTube, Line (a Japanese company), Instagram and Twitter are the most used social media in the country However, reliable operations are mainly focused on Bangkok

As a country with an advanced technology industry and widely used social media, Thailand will be very convenient for promoting the AceCook brand as well as bringing Hao Hao closer to everyone people across all means of technology

5 Environment:

Thailand is a country rich in natural resources, which has played an important role in supporting local livelihoods and promoting economic growth The management of natural resources and the environment is not effective, revealing the contradiction between environmental conservation and economic development Natural disasters tend to occur frequently, threatening agricultural production, food and energy security, health and quality of life Rapid economic development has affected natural resources Biodiversity loss, air and water pollution, deforestation, water scarcity and desertification are some of the major environmental challenges facing Thailand today and environmental protection has become one of the most important the country’s top priority Because Thailand is facing many environmental problems, environmental protection is indispensable for the company to make the decision to use paper packaging that can be recycled after

use as well as easy to decompose more in the environment This is also a bright side for Hao Hao to make a good impression on international markets like Thailand

6 Culture

Language: The primary language spoken in Thailand is simply known as Thai, although it may also be referred to as Siamese or Central Thai Thai is the official language of the country and is widely used in government and education Thai is part of the TaiKadai family, and is closely related

to Lao, the main language spoken in Laos, so the two can understand each other for the most part Religion: Religion is a core feature of Thai life While Buddhism is considered the state religion, practiced by more than 90% of the population, Islam, Christianity, Hinduism and other faiths are also represented Thailand is nearly 94.6% Buddhist, 4.3% Muslim and 1% Christian, mainly belonging

to the Theravada school (which includes the Traditional Thai Forest and the Dhammayuttika Nikaya

and Santi Asoke sects) In addition, in Thailand, there are ethnic minorities who follow Islam (56%), Christians (1%) and other religions

7 Legal

Consumer Protection Act (1979) Right to Notice Goods, domestic and imported goods, must bear the appropriate description, name or trademark of the manufacturer, the location of the manufacturer, information of goods and marks indicating the country of origin (importing) Labels

must be accurate and not misleading Advertisements must be honest, truthful, and decent

The Unfair Contract Periods Act (1997) Protects consumers with little bargaining power or bargaining power

Commercial Competition Law (1999) Maintain free and fair competition of the market and discourage business operators from engaging in anti-competitive activities

The above Acts generally bring more prestige and credibility when Hao Hao noodle products are distributed throughout the provinces in Thailand It helps to ensure Hao Hao is a reliable product and has a specific source of raw materials, clear origin, tested and passed the Laws before being able

to reach consumers

8 PORTER’S FIVE FORCES OF HAO HAO

The threat of New Entrants: New entrants result in higher competition for existing manufacturers The competency of new entries depends on the level of the existing manufacturers’ difficulties Today, Hao Hao has 3 leading brands that are direct competitors to the Hao Hao noodle

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brand in the market, namely Mama, Wai Wai, and Yum Yum, and other large and small brands This

leads to a drop in the profitability of the existing companies

The threat of Substitutes: There is a high threat of substitutes for the Nepalese noodles industry as there are many noodle companies in the market There is not only the threat of substitutes from other noodle companies but also there are substitutes like biscuits, chips, etc easily available in the market Due to this the price of the noodles are always in check Hao Hao faces the threat of

substitutes in the international market too

Bargaining Power of Suppliers: The suppliers in the noodles industry are the firms providing the raw materials like eggs, flour, spices, etc to the noodles industry for the production of noodles There is a limited number of suppliers in the Thailand market, but the number of noodle companies

is much more So, the suppliers are strong in the Thailand market

Bargaining power of the buyers: refers to the strength of the buyers’ position There are a lot

of noodle companies in the Thailand market and the buyers have a lot of alternatives that can be accessed easily This makes the buyers strong and they have a significant influence over the product and the price The same goes for the market in the international market as noodles from different countries are available in the international market So, the bargaining power of the buyers is very high

in the noodles industry

Rivalry among the Existing Competitors: If the rivalry among the existing players in an industry

is intense then it will drive down prices and decrease the overall profitability of the industry Hao Hao operates in a very competitive FMCG industry This competition does take a toll on the overall long- term profitability of the organization The level of rivalry in the Thailand noodles market is very high There are a number of firms fighting for their position in the market There are not many imported noodles available in the market but the number of domestic firms makes the rivalry fierce

9 The direct, indirect, and tertiary competitor

There are 3 leading brands that are direct competitors with Hao Hao noodle brands in the

market: Mama, Wai Wai and Yum Yum In addition, other international noodle brands available in

the Thai market are also direct competitors

Indirect competitors are noodles (rice noodles, sorghum, pasta, ), fast food (Korean rice cakes, rice balls, sausages, )

The following is an analysis of the sales, prices and hiring of 3 direct competitors:

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Mama Wai Wai Yum Yum

Sales That's up 5.8 percent to 14 Up 5% in 2020, revenue | Up 4.4% in 2020,

billion baht by 2020 Of reaches 8.54 billion baht | revenue reaches 7 which 4.8 billion baht from billion baht

noodles and 9.2 billion baht

from packaged noodles

Price Ranges from 6-7 baht Ranges from 5-6 baht Ranges from 5-6 baht

Depending on where it is sold | Depending on where it is | Depending on where it

on the market sold on the market is sold on the market

Distribution | MAMA has expanded Wai Wai exports to more | Yum Yum exports to

production in Myanmar, than 20 countries China and Europe, Cambodia, Hungary and including the United especially Germany products have been sold in States and parts of Export of instant many European countries Europe Instant noodle noodles accounts for with annual sales growth of | | exports now account for | 20% of total revenue

10-20% 10% of total sales

Currently in the Thai market there are many different types of instant noodles, which will be a

competitor to Hao Hao noodles such as MAMA noodles, Wai Wai noodles, Yum Yum noodles

Thailand's noodle market has grown slightly by 1-3% in the past three years due to the country’s economic downturn, but people are still actively buying instant noodles because of the Covid-19 pandemic Mama led the way with 29% market share in Thailand's FMCG (Fast Moving Consumer

Goods), followed by Wai Wai with a market share of 23-24%, Yum Yum brand with 20-21% market

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share and other brands accounting for the rest If entering the Thai market in the first 5 years, Acecook Vietnam's Hao Hao noodles can grow year by year accounting for 5-10%, as this is a well-known brand and has a high market share of 50% in the Vietnamese instant noodle market

10 SWOT MODEL

Prestigious and long-standing company

with more than 20 years of experience,

strong financial resources

Market share increases every year

Accounting for more than 50% of the

market share of instant noodles

Convenient products, diverse flavors,

reasonable prices, meeting the spending

of all customers

International technology, credited for

many years

Acecook Vietnam's strong distribution

network to many major international

markets

Have a good relationship with the

media, the community

Thailand's instant noodle market is

growing so the Hao Hao brand is

expected to grow rapidly with the

market size doubling in 5 years

Covid-19 pandemic, which increases

consumer potential, increases

consumption

Vietnam joins WTO, this is a

development opportunity to help Hao

The product doesn't make much difference from the market as a whole Nutritional value is not high

Lack of experience in new markets, especially international (Thailand) markets

Media advertising strategies have not made an impression on consumers

Competition is increasing Many strong competitors enter the market

Compete directly with Thailand's leading noodle brands such as Wai Wai,

Mama, Yum Yum These are strong

competitors that threaten international noodle brands that want to join

Highly knowledgeable consumers find

it more difficult to choose products

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Hao to other countries in the world They tend to care more about their more favorably than before health

1.2 Demographic:

- Population size: 69.96 million (2021)

- Distribution density: Concentrated mainly in big cities such as Bangkok, Pattaya, Phuket,

Chiang Mai, Nonthaburi, Hat Yai and Khon Kaen

- Gender: 13,571,235 adolescents under 15 years old (6,945,569 men / 6,624,983 girls) 48,482,953 people aged 15 to 64 years (23,983,777 men / 24,499,175 women) 6,300,979 people over 64 age (2,846,309 men / 3,454,670 women)

- Population growth rate: 0.3% annual change ( 2019 )

- GDP per capita: 7,189 USD/person (2020)

1.3 Behavioral:

Reasons to buy the product:

* Product elements: Cheap price, eye-catching packaging, present in most of the wholesale and retail stores, large supermarkets, many advertisements on TV,

* Psychological factors of buyers: Instincts such as hunger and thirst, craving for salty food, craving for hot food,

* Cultural factors: Thai culture is associated with noodle dishes such as noodles, vermicelli, vermicelli

* Economic situation: People’s incomes are not equal and there are people who are very poor,

so they need cheap food to live and work

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* Occupation : There are occupations that require intense work and no longer have time to eat out or cook at home, so they need a simple product that can be eaten after a few minutes of preparation

Benefits customers gain when buying products: Quality of the product, low cost, long shelf life, save cooking time, satisfy your own needs when you're hungry, when you can't eat other foods How to buy: Buy from convenience stores, supermarkets, buy online, usually for customers who want to buy products directly from Vietnam

1.4 Psychographics:

Tastes, trends: Thailand is a newly industrialized country, so the essential consumption needs for life still account for a very high proportion of the consumption structure, about 50% and will still account for a high proportion for many more years as people's lives improve Thailand currently consumes a large volume of fast food products The amount of instant noodles consumed per capita

in Vietnam is about 42 packs per year and accounts for 25.24% of the demand for instant noodles Lifestyle: fast pace of life, modern lifestyle, so consumers prefer to consume products that

are fast and convenient to use

2 Targeting

According to analysis from our current business strategy, in the future, we focus on 15- to 45- year-olds, male and female because they have high consumer demand, fast and convenient Students are the biggest target customers of ACECOOK instant noodles.There are also children, housewives and office workers who are also customers of ACECOOK instant noodles Bring a cheap product so Hao Hao is suitable for all income We will focus on mass distribution strategies in all markets and supermarkets, especially in densely populated areas In terms of differentiation, we will launch products with all kinds of new and outstanding packaging flavors that appeal to consumers Moreover, customer service remains the main focus to differentiate between competitors and improve its position

in the instant noodle market in Thailand.Acecook has a wide range of products to serve and position its brand not only for target customers but also for potential customers They target all market segments, diverse models for many different types of product

¢ Spicy and sour noodles: for customers who like spicy and sour taste, with all flavors of

shrimp, chicken, beef

« Dry fried noodles satisfy those who like fried noodles

* Mushroom flavored noodles provide extra minerals and protein as well for vegetarians

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* Green bean noodles: nutritional supplement, not afraid of heat

3 Positioning

This positioning strategy is very successful because when people think of Hao Hao, people

immediately think of its convenience: "delicious, fast, cheap", “easy to cook”, “2 minutes noodle”

To do this, the company has launched a lot of strategies such as: charity programs, promotions, The most characteristic is interviewing consumers about their experiences when using Hao Hao It was a “torture” for the consumer in the long run but very effective As a result, everyone knows Hao Hao noodles with its handy feature: "serving over 2 billion delicious meals a year."

When it comes to Hao Hao products, consumers immediately think of fast meals, and the appearance of Hao Hao is more than other competitors in the Thai market such as: MaMa, Wai Wai, Yum Yum, Wherever you go, it’s easy to see Hao Hao's image This makes Hao Hao a familiar and popular brand with consumers

Picture 3: Position map of Hao Hao in Thailand

VI INTERNATIONAL MARKETNG GOALS AND OBJECTIVES

1 Brand Name:

Through the identification image with the logo and the slogan of Hao Hao noodles as "Cook happiness”, Acecook brand wishes to bring customers more value of products not only quality but also feel the surprise, delicious mouth, peace of mind and a feeling of happiness through the

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