HO CHI MINH OPEN UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION
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TRUONG ĐẠI HỌC MỞ TP HỒ CHÍ MINH ' H CITY OPEN UN T ADVERTISING FINAL GROUP PROJECT ESSAY OMACHI THAN TRE XOT TIEU DEN Instructors: Nguyén Ngoc Dan Thanh Class: MK203C Major: Business administration Student names: Group 6Z:
1 Lê Huyền Thanh Mai — 2054012170 (Leader)
2 Tran Nguyễn Minh Hang — 2054012088
3 Nguyễn Thị Lan Anh - 2054012019
4 _ Chiêm Thiện Chánh - 2054010075
5 Lê Như Quỳnh- 2054012257
Trang 2Thành phố Hồ Chí Minh, thang 8/2026 TABLE OF CONTENTS
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H INDUSTRY RESEARCH - 0 2 2221121121 12122112121112121 1111111111112 ng kg 3 lo áo on 3 PA eo on 4 3 Man sfatistic of Omach1 brand + 222 2111211211111 1111 1111112111182 111 0111811118 k2 5 TIT SITTUATION ANALYSIS 2 2L 212 1120211121211 021111111121 He 6
I9 an 6
P90 5 - Ả 7 3 PESTEL analy§1s - 2c 12112121221 1111 1118111211111 181158115 1k HH hà ro 9 A.*®ẻố on 10 TV BUDGET 2.1 S211 219112 n1 111 111121111111 1111011 TH HH kg 10 1 Cost of adVeTf{ISINE c0 2211211112 1121111111 511 1511101111151 18111 k 1kg khu 10
2 nuối lì gaiia II
Trang 4L BACKGROUND
Omachi noodles are a product of Masan company, launched in 2007 The product is promoted by Masan as the first noodle in Vietnam made from potatoes, eaten without fear of hot Omachi marketed four types of potato noodles, including Salmon with Bamboo shoots, Thai Steamed Clams, Korean Hot Pot, and Five Fruit Ribs Omachi potato noodle soup is specially made according to the restaurant's recipe with lots of fresh vegetables contributing to its delicious taste Up to now, Omachi has popular products such as: Omachi Noodles with Beef Stew, Omachi Ribs with Five Fruits, 5 Stars Spicy Shrimp Omachi Noodles, Beef Omachi Spaghetti Potato Noodles Omachi noodles position the brand as a product in the high-end segment to bring the best quality to users
H INDUSTRY RESEARCH
1 Industry outlook
According to IndustryARC Market Report, the instant noodle market size is estimated to reach USD 63.6 billion by 2026, growing at a rate of 5.2% during the forecast period 2021-2026 Noodles packaged in blocks that have been cooked and dried with flavoring powder and seasoning oil are called instant noodles
Trang 5Nam ® Sản lượng (cột trái) 2, Competitive overview According to Euromonitor's report at the end of 2022, Acecook and Masan are the two leading enterprises in the instant noodle market, accounting for a total of 33% of the market share Brands following these two giants include Uniben (3 Mien noodles), Asia Foods (Do Do noodles), Saigon Vewong (A-One noodles), Safoco, Colusa Miliket, Thien Huong Food, Vifon,
In addition, indirect competitors in the instant noodle market in Vietnam also have Thai Mama noodles distributed at Bach Hoa Xanh store or on e-commerce platforms such as Shopee and Lazada Furthermore, Korean instant noodle brands are also sold in a variety of convenience stores and supermarkets such as Samyang spicy noodles, Koreno noodles or famously in recent years, Indonesia's Indomie noodles with various flavors such as ribs, special taste, spicy beef taste, traditional taste very suitable for users in
© Gia tri (cột phái)
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Vietnam
Gau D6 spicy and sour shrimp noodles 65g 3.400 VND Hao Hao spicy and sour shrimp noodles 75¢ 4.500 VND 3 Mién spicy and sour shrimp noodles 75g 5.500 VND
Indomie noodles 80g 5.800 VND
Tomyum Mama noodles 90g 10.500 VND
Trang 6
Omachi spicy and sour shrimp noodles 90g 13.000 VND Koreno spicy beef noodles 75g 13.000 VND Samyang spicy traditional noodles 140g 19.900 VND
Table 1: Price list of some instant noodle brands in Vietnam
In accord with the axis above, most of the instant noodles brands have high quality corresponding with expensive prices The Omachi brand is in the segment of high quality products but sells at a reasonable price
6 Main statistic of Omachi brand
Trang 7TI tỷ đồng 10000 04 9,000 38.5% 0A 8,000 03% 7,000
03 aino 25.4%
025 5,000
02 4,000 015 3,000 2,000 01 4 1/00 005 0 2016 2017 2018 2019 +œo 201
mmm Doanhthu ———Tốc độ tăng trưởng doanh thu
Table 2: Instant noodle industry revenue of Masan (OmachI) SITUATION ANALYSIS
1 Questionaire
Do you often use instant noodle products?
Which brand of instant noodles do you choose to use the most?
Do you think using instant noodles is a good solution for quick processing in special cases to replenish energy? Why?
In which case do you use instant noodles the most?
If you could choose instant noodle products with an additional health-supporting ingredient when you eat it, would you decide to experience it and trust it or not? What do you think when Omachi launches instant noodles containing activated
bamboo charcoal?
Activated bamboo charcoal is one of the ingredients that are beneficial to health from the inside, do you think this new product is practical for people's current life? This new product will have an additional version of | and a half packs, what do
Trang 89 What is the price range for this product?
10 Is there anything you would like to add to this product? 11 How satisfied are you with the brand of Omachi noodles?
2 SWOT analysis Strengths
Strong brand recognition and reputation: In Vietnam, Omachi is a well-known and trusted brand with a solid reputation for quality and taste
Products suitable for Vietnamese taste, manufactured according to Japanese technology of international standards
Wide product range: Omachi provides a wide range of instant noodle products to fulfill the needs of various consumers, including a variety of tastes, pricing, and packaging
Strong distribution network: Omachi has a solid distribution network in Vietnam, allowing them to reach a diverse spectrum of consumers
Effective marketing campaigns: Omachi has a track record of launching successful marketing strategies that have increased brand awareness and sales
Trang 9instant noodles are becoming increasingly popular Omachi will be able to increase its market share as a result of this
¢ Growing popularity of Vietnamese cuisine: Vietnamese cuisine is becoming increasingly famous around the world, which may provide potential for Omachi to sell its products to new markets
¢ Growing demand for healthier instant noodles: Customers are looking for healthier and more convenient dining options Omachi may capitalize on the increased demand for healthier instant noodles by producing new products built with healthier components
¢ Technological advances: New technologies such as automated production lines and online ordering may assist Omachi in lowering costs and increasing efficiency
¢ Partnerships with other brands: Omachi can collaborate with other brands to produce co-branded items, which can help the company reach a larger audience and increase sales Threats ¢ Changes in consumer preferences: Changes in consumer preferences, such as a growing demand for healthier foods, could pose a challenge to Omachi ¢ Competitors often dominate the market share with new advertising tactics such as discounts or promotions « Vietnamese cuisine is becoming more and more diverse, the appearance of instant noodle soup, porridge, noodle soup, vermicelli, is becoming the biggest threat of instant noodles in general and Omachi noodles in particular
¢ Economic downturm: An economic downturn could lead to a decline in demand for instant noodles, as consumers have less disposable income to spend on non- essential items
6 PESTEL analysis
Political
Trang 10« However, the government may impose new rules on the business, such as higher food safety standards Economic Âô The Vietnamese economy is fast expanding, resulting in an expanding middle class with more disposable cash to spend on instant noodles Âô However, the economy is fragile, and any downturn in the economy could have an influence on demand for instant noodles Social * Because the Vietnamese population is youthful and urbanizing, there is a growing need for convenient and easy-to-prepare items like instant noodles « However, there is an increasing trend toward healthier eating, which may have an impact on the demand for instant noodles Technology « In the instant noodle sector, new technologies such as automated manufacturing lines and online ordering are being implemented, which could contribute to cheaper prices and more efficiency
« However, these technologies may make it easier for new competitors to enter the market, thus increasing competition
Environment
« The Vietnamese government is becoming increasingly worried about environmental issues, such as pollution from instant noodles production ¢ This could result in new restrictions that have an influence on the sector
i, Conclusion
Trang 13VỊ, 2023 2024 TIME LINE Nov Dec Jan Feb 1{[2[3][4] 1] 2] 3] 4] if 2] 3] 4] i] 2] 3] 4 Advertising: In the first half of the first 3 months will focus on Out-of-Home advertising activities Along with that, we will focus on pushing TVC viral on platforms like Youtube, Tik Tok
After 2 months, will start advertising Indoor at Vincom shopping centers in District 1, 3, 5 Advertising through LED screens in elevators, hanging large banners PR: The end of November and the first half of December will be posting about the product in online newspapers Social media: Conducting advertising on social networking platforms in the first 3 months, at the same time as pushing TVC to viral Around the beginning of 2024, when the Lunar New Year comes, there will be a repeat run on Facebook and website HUMAN RESOURCES 1 TVC filming staff:
Trang 14VI
Actor: Lé Nhu Quynh
Assistant: Pham Manh Duy
Guest: Nguyễn Tiến Dũng
2 Human resources to implement advertising strategy
In charge of issues related to communication, brand promotion, internal
communication: Pham Manh Duy
Editing, creating and diversifying advertising content, marketing the company's services on Fanpage, Website, some other Marketing and communication channels: Nguyễn Thị Lan Anh
Manage, build and develop advertising campaigns, marketing activities and on e- commerce sites: Lé Huyén Thanh Mai
Content creation, editing for marketing campaigns (slogan, tagline, catalog, content marketing, ads copywriting), Social Media projects, PR content: Lé Nhu Quynh
Write/edit movie scripts, dialogues/reviews/reports/internal video clips, projects and be responsible for the content in project clips, reportage, model house photography, representative characters project: Tran Nguyén Minh Hang Actively research, research and collect information on market trends in the field of ongoing projects/campaigns in order to find new content development directions, appropriate communication aspects: Chiém Thién Chanh
Trang 15¢ Launching and impressing consumers with the new Omachi than tre Product — New taste but it doesn’t harm consumer’s health
¢ Encouraging customers to take a trial of Omachi’s new products
¢ Maintain the competitive advantages of Omachi in the instant noodle market ¢ Increase customer loyalty of Omachi brand
2 Communication Objectives Stage |
¢ Using social media, promote advertising to attract attention about the new product Omachi bamboo charcoal noodles with black pepper sauce
Stage 2
¢ Encouraging purchase and use, try new unique flavors of Omachi brand, create attractive promotions through e-commerce channels and direct shopping channels Stage 3:
¢ Increasing consumers’ understanding of the ingredients of Omachi brand noodles made from potatoes, without causing heat in the body
¢ Create strong awareness instant noodles made from potatoes and bamboo charcoal, healthy natural ingredients, differentiating every product in the market
VII KEY PUBLIC/ MESSAGES:
Key public type
Consumer Public, which is the general public or specific groups of consumers who are potential buyers of the product or service being advertised So, Omachi aims to the potential buyer who is:
College Students and Young Adults
Instant noodles are often very popular among college students and young adults due to their convenience, affordability, and ease of preparation
Trang 16Individuals with busy schedules who seek quick and convenient meal options might be interested in instant noodles as a fast meal solution
Budget-Conscious Consumers
Instant noodles are typically cost-effective, attracting consumers looking for affordable dining options
Culturally Diverse Consumers
Instant noodles are consumed globally and can appeal to people from diverse cultural backgrounds who enjoy noodles as part of their traditional cuisine
Urban Residents
Customers living in urban areas, where time is often a precious resource, may appreciate the convenience of instant noodles
Students and Individuals Living Alone
People living alone or in shared accommodations might find instant noodles to be a convenient meal option that requires minimal cooking skills
Health-Conscious Individuals
Some instant noodle brands offer healthier options with reduced sodium content or whole-grain varieties, attracting those mindful of their dietary choices
Food Enthusiasts and Adventurous Eaters
Instant noodle brands that offer unique flavors or exotic options might attract food enthusiasts and those who enjoy trying new foods
IX KEY MESSAGE