advertising final group project essay omachi than tre xốt tiêu đen

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.. I

HO CHI MINH OPEN UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION

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TRUONG ĐẠI HỌC MỞ TP HỒ CHÍ MINH

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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:

4 _ Chiêm Thiện Chánh - 2054010075

Thành phố Hồ Chí Minh, thang 8/2026 TABLE OF CONTENTS

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L 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

According to a report by Euromonitor - one of the world's leading market research firms, based in the UK - last year, Vietnam consumed about 411,500 tons of instant noodles, an increase of 9% compared to 2020 and an increase of more than 20% compared to 2016 In terms of value, the instant noodle market recorded more than 3,800 billion VND, an increase of more than 11% compared to 2020 and an increase of nearly 18% compared to the previous 5 years Thus, on average, every day, Vietnamese people consume more than 1,127 tons and spend more than 84 billion VND on eating instant noodles

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

Omachi spicy and sour shrimp noodles 90g 13.000 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

From 2020, the Covid-19 pandemic promotes the consumption of instant noodles

of Vietnamese people, causing Masan's revenue to increase sharply In 2021, the revenue

of Masan Consumer's instant noodles segment reached VND 8,800 billion, up 27.8% compared to 2020, an increase of 43.71% compared to before the pandemic Masan focuses on the strategy of premiumizing the industry through the Omachi brand's instant product lines, continuously developing new products that have significantly improved Masan's gross profit margin over the years Among the top 4 manufacturers, this index of Masan excelled at nearly 39%, Uniben reached 35%, Acecook 31% and the lowest was Asia Foods with only about 24%

03 aino 25.4%

025 5,000

02 4,000

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 you think about this?

9 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?

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

Omachi is also a major sponsor of sporting events and other cultural activities in Vietnam, which helps to raise brand awareness

instant 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

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

¢ The Vietnamese government has encouraged the growth of the instant noodle industry by offering tax cuts and other benefits to enterprises in this area

« However, the government may impose new rules on the business, such as higher food safety standards

« However, these technologies may make it easier for new competitors to enter the market, thus increasing competition

an ingredient to help support health, help customers feel secure when using, save time,

and eat delicious food without fear of heat At the same time, we also provide an extra level of animal protein when we add sausages in each tray of noodles

¢ Shooting part of the image: 3 days

« Title song recording: | day

« Edit and release the final product: 18 days

=> Total time to implement TVC is 22 days

2 Time to launch and maintain ads:

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

Directed: Tran Nguyén Minh Hang

Choreographer: Chiêm Thiện Chánh

Singer: Lê Huyền Thanh Mai

Cinematography: Nguyén Thi Lan Anh

VI

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

GOALS AND OBJECTIVES

1 Marketing goals

Increase sales within | year (5%)

Reach 7M viewers within 6 months

Increase 50% of target customer about the core value of Omachi product Strong impact and change in consumer perception on the issue of Omachi improving the quality and increasing the percentage of potatoes in Omachi's noodles

¢ 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

¢ 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

Busy Professionals

Individuals 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

“Ăn ngon không lo sợ nóng” - which aims to the insight of unisex customer Instant noodle is something very unhealthy, even when people eat it much or

less Then, Omachi captures this message, and also creates a sustainable message, which

is conveyed through the core value of the product which is noodles made from 100%

pure potatoes

From the wave of Korean noodles that broke out with a variety of flavors and special sauces many years ago, Omachi continuously launched new products in the Vietnamese market, in order to attract new taste-testing experiences, create trends, and diversify flavors of the brand In particular, Omachi bamboo charcoal with black pepper sauce 1s also a widely communicated product thanks to its uniqueness: noodle made from charcoal and potatoes with the delicious black pepper sauce, with 100% real sausage Omachi wants to convey the product with a message: You can try any new taste from Omachi that you like, without worrying about whether or not it’s unhealthy food, as

we made it with natural and healthy ingredients, it’s not harm your health

Picture: Positioning Map Competitor

Geography Area International (USA, Japan, China )

Domestic: Large cities such as Ho Chi Minh City, Hanoi, Da Nang, Can Tho and suburban and rural cities

Population Populated areas

density

Demographic Age From 12- 45 ages

Sex Male, female, Unisex

Religion All religions

Marital status | Mainly in all marriage groups from single to

married, but most focus on young people and young people

Segments middle class, upper class

Job All professions such as students, students, office