Group-assignment-mkt-101-team-2hc.docx

Group Assignment Marketing Principles

Group: Team 2 Class: MKT101.M-BL5 Room: BE 216 Lecturer: Trinh Trong Hung

04/2020

Table Contents 1. Executive summary...............................................................................2 2. Company description, mission, focus, structure................................... 2 3. Situation analysis.................................................................................. 7 a. Company SWOT analysis..................................................................................7 b. Product/ service SWOT analysis......................................................................10 c. Competitive analysis........................................................................................11 d. Customer analysis............................................................................................13

4. Marketing analysis.............................................................................. 14 a. Market and target customer..............................................................................14 b. Differential/ Competitive advantage................................................................15 c. Market objectives.............................................................................................16 d. Overall marketing strategy...............................................................................17 i. Product strategy and description....................................................................17 ii. Pricing strategy.............................................................................................26 iii. Promotion strategy.......................................................................................28 iv. Place/ distribution strategy...........................................................................30

5. Recommendation.................................................................................32 6. Reference.............................................................................................33

1

* Member of group and roles: Full Name

Stud

Roles

Note

ent ID Thị HS14

Trần

Trang Đào Xuân Đạt Nguyễn

0045 HS14

Lead er

0164 Thị HS14

Thùy Trang 0355 Bùi Thùy HS14 Trang Đinh

0424 Thị HS14

Phương Thảo

0282

 Name of: ACECOOK VIET NAM  Type: Joint Stock Company.  Founded: December 15th1993.  Headquarters: Lot II-3, Street 11, Tan Binh Industrial Park, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City.  Products: 1. Instant Noodle. 2. Pho - Noodle Soup - Rice Vermicelli. 3. Bowl Cup Tray. 4. Vermicelli. 5. Product Announcement.

2

 Phone Number: 08.38154064.  Website: www.acecookvietnam.com.  Email: [email protected].

3

1. Executive summary Modern life, people are busy, lack of time, so the needs of people for food "full and ready to eat" are increasingly focused than ever. To meet such demand in the market, many "fast food" products have been born and are constantly growing. Catch up the trend, Vina Acecook company has launched many product lines of famous Vietnamese brands. This is a potential market that Vina Acecook has realized very early. Through this group assignment and based on the knowledge we have learned, we can better understand the marketing business strategy and the advantages, limitations and most importantly research and analyze the path. to the success of the company.

2. Company description, mission, focus, structure 2.1. Company description and structure ACECOOK is a long-standing enterprise under the management of Mr. Kajiwara Junichi, this company has made a name for itself and a firm position in the market. Instant noodles and pho products have become familiar to Vietnamese consumers. Originated from ViFon - ACECOOK Company - a joint venture between the famous instant noodle production company in Vietnam - ViFon and financial trade corporation Marubeni, ACECOOK - Japan. ACECOOK Vietnam Company Limited - one of the leading noodle and instant noodle manufacturers in Vietnam with more than 50 types of products consumed domestically and abroad. By 2008, it appeared under the independent name ACECOOK Vietnam with 100% Japanese investment and production line and was listed in the list of 500 largest enterprises in Viet Nam. The head office is located at Lot II-3, Street 11, Tan Binh Industrial Park, Tay Thanh Ward, Tan Phu District, Ho Chi Minh City. ACECOOK Vietnam has 4

owned 06 factories, 700 agents spread throughout the country, accounting for 60% of the domestic market share with many type. Established on December 15, 1993 and officially put into operation in 1995, after many years of operation, ACECOOK Vietnam Joint Stock Company has constantly grown to become a general food company. Started in Vietnam with a firm position in the market, specializing in providing instant products of high quality and nutrition. Since 2004, the company has built and achieved certificates of quality management system according to ISO 9001, environmental management system ISO 14001, food safety control system HACCP and special. Especially, ACECOOK Vietnam is the first instant noodle manufacturer in Vietnam to achieve international food standards for European retailers (IFS). Products are global and present in more than 40 countries around the world. Slogan: A prestigious brand with more than 50 years of experience from Japan, they define quality as a key factor for businesses to exist and develop. For more than 20 years in Vietnam market, ACECOOK Vietnam has gained a lot of trust and brand awareness with the "Symbol of Quality". The slogan "Symbol of quality" is built to add new value combine with the phrase "Cook happiness": that the company has set out to show a consistent and thorough management policy to increasingly improve product quality, environmental protection and food safety that the company aims to "learning, improving, developing continuously to become the leading brand in Vietnam and the world". Through its products, ACECOOK also wants to create products that bring joy, surprise and a sense of peace and happiness to consumers.

5

History: December 15 th 1993 Establishment of ViFon ACECOOK Joint Venture July 7th 1995

Company. Sales of the first product in Ho Chi Minh City.

February 28, 1996

Participated in the U.S.A export market Can Tho Branch

In 1999

established First time won “Vietnamese High Quality Product”

In 2000

award. First launch of Hao Hao instant noodle product which was the Company’s breakthrough in the instant noodle

In 2003

market Completion of factory system from the North to the

In 2004

South Official change of name to ACECOOK Viet Nam Co.,

In 2006

Ltd and relocate the factory to Tan Binh Industrial Zone. Official participation in instant rice market by building a

In 2008

factory in Vinh Long and launching Pho Xua & Nay. Change of name to ACECOOK Vietnam JSC (18/01).

July 7, 2010 In 2012

Official member of the World MAL Association. Receiving the First Class Labor Medal. Inauguration of Ho Chi Minh 2 factory, the leading

In 2015

modern factory in South East Asia Change the identity brand of ACECOOK Vietnam JSC

6

7

2.2. Mission 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: To become a leading manufacturer of foodstuffs in Vietnam whose management capacity is commensurate with globalization. With the goal of becoming a leading food corporation not only in Vietnam but also reaching out to the world, ACECOOK Vietnam commits that in the future, it will continue to research and market diverse products with quality higher, tastier, create a rich culinary culture to meet the increasing culinary needs of customers and contribute to the development of the food industry in Vietnam. In addition, ACECOOK also aims to bring satisfaction, joy and peace of mind to consumers through convenient products, delicious quality, and food safety on the basis of "Japanese technology, Vietnamese flavor”; Becoming a leading enterprise in Vietnam, having sufficient management capacity to adapt to the process of globalization. 2.3. Focus In order to realize that strategy, Vina ACECOOK is now focusing on exploiting deeply Vietnam cuisine culture. In other words, the company will bring the quintessence of traditional Vietnamese cuisine into the product and bring it to a new level in order to adapt with the current globalization trend. In detail, besides investing in production technology, Vina ACECOOK will focus on using natural ingredients such as rice, flavour, natural color and add nutrients in noodles like fibre, calcium and vitamin will make the product have its own flavour and taste.

8

3. Situation analysis a. Company SWOT analysis a.1. Strengths ACECOOK has strong financial resources and is invested by foreign companies, so the company has strong competitiveness in the market. The company has created a famous brand for a long time, many people know it The company uses modern technology, advanced production lines (manufactured using Japanese technology), so it has invested in 11 manufacturing plants, and with international standards. ACECOOK products have reasonable prices, suitable for many buyers Products are very diverse, rich in categories, there are differences between products, there is a combination of tradition and modernity, people have many opportunities to choose. ACECOOK Vietnam perfectly satisfies the consumers' culinary needs with various products such as instant noodles, instant rice fiber, instant noodles, cooked vermicelli, vermicelli noodles, cooked noodles. Applying quality management systems ISO 9001, 14001, and meeting IFS standards Many distribution channels spread across the country (supermarkets, agents, retail stores, exports in 40 countries ...) Achieved many titles and awards such as: Ranking 81 in the VNR500 ranking - Top 500 largest enterprises in Vietnam; Ranked 100 in the V1000 rankings - Top 1000 largest taxpayers in Vietnam; Golden Dragon Award; Typical Saigon businessman; Medal "For the development of Industry and Trade"; Award of "ASEAN famous brand" ... and most recently in 2018, ACECOOK is in the top 10 most trusted foods of Vietnam. Consecutive 2 years of 2018; 2019 ACECOOK is the most chosen instant noodle manufacturer. 9

ACECOOK has a good relationship with the media, so it helps the company spread the product easily, and conveniently to customers. With the advantage of being a well-known company, ACECOOK is always known as an ethical business company. The company's annual revenue is constantly increasing at the level of developing the two indices. ACECOOK Vietnam's sales volume has impressive growth, higher than the previous year. In 2017, the Company's revenue increased by 5% compared to 2016; In which, the cup noodles, bowls and trays grew by 200%. Particularly, in the first 6 months of 2018 with the heat from the 2018 World Cup, the Company's revenue increased 12% over the same period last year. a.2. Weaknesses Lack of technical staff: ACECOOK's human resources department struggles with training and arranging workers appropriately to achieve the best productivity and product quality. However, there was a shortage of workers in other departments, so the company's management decided to implement a temporary solution to build a production line operation plan for each production line. Specific product lots and accept to increase the cost of transferring some types of products from factories in the Central and the South to the Northern market. Shortage of raw materials, nutritional products is not high. Unable to create prominence in the high-end market share: almost all ACECOOK products with mid-end premises, some groups of people are expecting more outstanding products in the high-end market segment. Although, advertising is a battlefield and manufacturers will do everything that the law allows to overcome competitors. However, the improper campaign of promoting some ACECOOK products has reduced the market share: in a game show, two singers stuck Hao Hao noodles on the costumes during the night. This is said to be a very revealing noodle ad and leaves a bad image to customers. 10

The quality of the flavor needs to be improved: at present, the quality of the company's products is going down, so the company needs to focus on improving the quality of the better taste. The key positions in the company are still led by the Japanese: although it is a Vietnamese company, and has resonated in the Vietnamese community for many years, but the head is Mr. Kajiwara Junichi and other key positions are still managed by the Japanese. a.3. Opportunity The tourism industry is growing strongly, increasing profits for convenient packaged goods. There are many opportunities to attract outside investment in Vietnam. The State always has programs to support investment in technological and equipment innovations; expand production capacity, improve existing production lines; receive and transfer science and technology applications in order to make a breakthrough in product quality, labor productivity and lower production costs. Exporting to other countries, firstly through the overseas Vietnamese community itself. Having a partner is Fujitsu company of Japan to reform and improve the goods distribution system in Vietnam. With the development of the Internet with wide coverage, and a good relationship with the media, ACECOOK easily creates advertising campaigns for its images and brands through newspapers, radio and television shows…, Internet social networking sites.  Under the experience of a long-time instant noodle manufacturer in Japan and the investment in a modern, closed production line system as well as always creating and applying new technologies and research in production , ACECOOK Vietnam expects to bring unique, new products, create excitement, impression and eager to enjoy to consumers. a.4. Threats

11

There are many domestic and foreign competitors such as Massan Consumer, Nissin Udon, Asia Food, Vifon ... Competitors constantly make advertising tactics to gain market share. Unstable price of raw materials, rising transportation costs ... affecting product costs. Differences in consumption by income and by region Limited market search for new products. b. Product/ service SWOT analysis b.1. Strengths Raw materials are imported from abroad: Wheat flour imported from Australia, Canada. Palm oil, vegetable oil imported from Malaysia. Ingredients for spices are provided by reputable manufacturers with clear origins. High and modern production technology: The modern factory is designed according to double Japanese standards, ensuring no insect penetration. Automated production line with the latest technology, made of stainless steel. Undergo a modern production process with 12 basic steps and strict criteria Quality assurance: ACECOOK instant noodles use turmeric extract to create an eye-catching yellow color for noodles. Wheat flour, spices are mixed by automatic double sealing device. Humidity below 3% helps instant noodles to ensure quality from 5 to 6 months. Eye-catching design: Outer shell is printed with eye-catching noodles illustration, full of product information. Especially, ACECOOK has just produced canned salt "Hao Hao" to satisfy many consumers. b.2. Weaknesses

12

The products are still packed in nylon packaging that affects the environment. There has been no new breakthrough in taste of products. Not creating a prominence in the high-end market share. The campaign of promoting some improper products has reduced the market share. The price of products compared to the noodles of the lower grade is still higher. b.3. Opportunities Due to the decreasing demand for eating time, instant noodle products are actively used effectively. In addition, affordable is also a strong point of instant noodles so instant noodles market is increasingly developing. Especially for "Hao Hao" commonly used in the market. Having a wide distribution channel. The market for instant noodles in Vietnam has a good growth, the amounts of noodles consumed each year is very large. Potential market, attracting foreign companies to invest. b.4. Threats Currently, there are too many different brands on the market such as Omachi, Tien Vua, Royal Palace, Sagami, Kokomi ... with many flavors and prices suitable for many customer segments. The price of input materials increases. Competitors continuously devise advertising tactics to gain market share. The competition is fiercer due to the increasing number of domestic and foreign companies participating in the market. c. Competitive analysis The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against 13

competitors’ offerings in the minds of consumers. No single competitive marketing strategy is best for all companies. Each firm should consider its own size and industry position compared to those of its competitors. Large firms with dominant positions in an industry can use certain strategies that smaller firms cannot afford. But being large is not enough. There are winning strategies for large firms, but there are also losing ones. And small firms can develop strategies that give them better rates of return than large firms enjoy. (Kotler & Armstrong, 2012) ACECOOK Vietnam has officially started to resonate and succeed with "Hao Hao noodle products" since 2000. Up to now, Vina Hao Hao of ACECOOK is still considered as the "King" of instant noodles in the mid-end segment, the position that many Other coveted noodle businesses that have not won for a long time. Despite being a company with nearly 50% market share, keeping the top 1 in the type of instant noodles products. Vina ACECOOK still has potential and growing competitors in recent years such as Masan, Asia Foods, etc. The first one is about Masan Company - a rival only behind Vina ACECOOK accounting for 1/3 of market share. 2014 was Masan's milestone year, showing a significant step forward when market share doubled while ACECOOK Vietnam narrowed its market share to 38.9%. While Vina ACECOOK is having the number of issues that make the product "sold out", Masan takes advantage of opportunities, they launch a variety of products to meet the needs of customers. Therefore, it can now be said that Masan is a direct competitor of Vina ACECOOK in the Vietnam market. The second is about Asia Foods, different from the two companies, this competitor focuses on the low-price market, focusing on the psychology of customers. Although accounting for only about 15% of market share, it is still a potential opponent for Vina ACECOOK. Although there are many large competitors, Vina ACECOOK continues to improve, combining many new production technologies 14

in the world to reduce production costs but the price of products is still competitive to increase profits for the company. d. Customer analysis d.1. Demographic Gender: including men and women, male customers have a higher demand for instant noodles than female customers (60% and 40%). Age: all customers need to use instant noodles. However, customers are children from 6t - 15t and customers from 16t - 35t. Occupation: as mentioned, the target customers that ACECOOK aims at are students. In addition, there are office workers and housewives. Income: Instant noodle products are aimed at customers with income from 1-3 million / month. Customers use instant noodles because of the convenience of the product with reasonable price but the product is very suitable to the taste of many people. d.2. Consumer behavior Reason for purchase: customers often buy products to serve meals, saving time. Benefits customers seek: quality, economy, delicious, cheap and convenient. Usage status: customers who have been using instant noodles and potential customers. Medium level: customers use instant noodles with a large frequency and low fluctuation. d.3. Target customers 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.

15

4. Marketing analysis a. Market and target customer Customers

are

the

most

important

actors

in

the

company’s

microenvironment. The aim of the entire value delivery network is to serve target customers and create strong relationships with them. The company might target any or all five types of customer markets. Consumer markets consist of individuals and households that buy goods and services for personal consumption. Business markets buy goods and services for further processing or use in their production processes, whereas reseller markets buy goods and services to resell at a profit. Government markets consist of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them. Finally, international markets consist of these buyers in other countries, including consumers, producers, resellers, and governments. Each market type has special characteristics that call for careful study by the seller. (Kotler & Armstrong, 2012) The target market of Vina ACECOOK aims to be analyzed as follows:  Geographics: The demographic environment is important because it involves people, and people make up markets. Here, the company was distributed widely throughout the provinces and cities nationwide and exporting to foreign markets. However, the market that Vina ACECOOK Company targets are major cities and towns throughout the country because these are attractive markets with high profitability and high population density in these regions, high product consumption, industrialized life requires the "fast food" demand. Even so, the company still targets small towns but where there is a

16

high level of population concentration. Supply to all agents and supermarkets across the country.  Demographics: Gender: Both men and women, however, male customers have a higher demand than women (60% and 40%, respectively). Age group: target more children. But still in the group from 5 to 36 years old. Region: The North tends to use simple tastes, the South prefers spicy and "dry" products.  Behavior: The reason to buy: Buy often serving meals, saving time. The benefits customers seek: Quality, economy, delicious, cheap and convenient. Status of use: Customers who have been using the company's products and potential customers. Moderate level: Consumers use the product with a large frequency with less fluctuations such as restaurants, small restaurants, etc. The target market of Vina ACECOOK is that students are the largest target market they are targeting, in addition to children, housewives and office workers are also interested customers. . Vina 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 products b. Differential/ Competitive advantage Being one of the first enterprises producing instant noodles in Vietnam since 1993, with the advantage of long-term market participants and product diversification strategy. Using modern Japanese technology and large capacity to 17

improve product. safety and diversify new products for both domestic and foreign markets. The quality factor guaranteed from Japanese technology has reduced production costs. Diverse products with a combination of tradition and modernity. The perfect noodle product has created a brand on the Vietnamese market with hundreds of types and prices to meet the taste of both the rich and the poor. Distributed throughout the provinces in the country and exported to international markets. Hao Hao increasingly diversifies its designs and flavors. There are distribution channels spread throughout the country. c. Market objectives Market objectives is goaling that businesses want to achieve in a given time period. Often, marketing goals are goaling that businesses set when promoting their products or services to potential consumers that need to be achieved within a given time frame. In other words, a marketing objective is a marketing strategy set out to achieve the organization's overall goals. A company's marketing goals for a particular product can include increasing consumer awareness of the product, providing information about product features, and reducing consumer resistance when buying the product. 1. Giving orientation and confirming the position of the brand A new organization will be difficult for audiences to care about in such a crowded market. An example of a marketing goal for organizations with little public awareness could be: becoming one of the top three brands in the consumer-trusted industry. To achieve this goal, businesses can run ads in populated places or places that potential customers come. 2. Customers' perceptions of the brand

18

The next marketing goal businesses should consider is to make customers raise awareness of a product that has been on the market for a long time or promote the product to more and more customers in the customer segment. Potential know as possible. 3. Increase customer loyalty with the brand One of the most important goals of a for-profit marketing organization is to promote business and increase sales. Marketing needs a good return on investment - which means that the increase in sales is significantly more than the cost of marketing - of course, businesses should specify these metrics. d. Overall marketing strategy i. Product strategy and description i.1. Logo In 2015, starting with the goal of opening a new development path, ACECOOK Group will implement a change of identity with a new logo image to fit in the strategy of bringing ACECOOK brand to the world. With this change, the ACECOOK Vietnam logo retains the lines with the combination of red / white tones as the main theme to make the brand stand out. In addition, the logo has a change adjustment: • Changing the brand name from Vina ACECOOK to ACECOOK to match the global development strategy. • Change the font, adjust the ellipse shape to exude softness, the flexibility creates accents, impressions in brand personality. • The letter ACECOOK with letter e is stylized with rounded lines to create the rhythm and charm placed in an ellipse to show stability and longevity. 19

• Logo image: The chef boy (Tastykid) winks and the index finger right next to the ellipse shows the closeness, friendliness and prestige of a leading brand in instant food i.2. Benefits & motto Core benefits: "Producing and trading safe and high quality food products to meet consumers' needs" Motto: Learning, improving and continuously developing to become a leading manufacturer in Vietnam and around the world. i.3. Product Hao Hao Noodle: Unique scent, with a sour, wonderful aroma. Manufactured in accordance with Japanese standards and technology, with the continuous, meticulous management, support and supervision of Japanese human resources and human resources Viet is well-trained at ACECOOK as a "guarantee" for the quality of each package of Hao Hao noodles before being marketed. This is also the principle that helps the Hao Hao noodle brand to be a safe, high quality and suitable choice for Vietnamese consumers since the market's first launch in 2000.

20

Besides the traditional sour and sour shrimp Hao Hao noodles, there is still a different flavor, bringing new experiences to the eaters.

Hao Hao Handy Cup Noodles: The product is suitable for today's busy and active life.

21

DORAEMON SMOKE NOODLES: Not only have delicious chewy noodles, rich broth, the product also has fish cakes with funny shapes, cute. In particular, the product also added 230 mg of Calcium in each cup of noodles = 1/3 of the daily calcium requirement for children. Doraemon mini cup noodles with 08 different designs for 02 flavors, under

the theme "Doraemon & Friends with 4 Japanese seasons" will definitely bring the love to the kids and the love of parents.

Đệ nhất phở

Japanese standard safety, familiar taste of pho Made from rice or Ngoc Troi, Pho is considered as one of the famous Vietnamese pure dishes. And now, these rice grains are cooked by Japanese quality technology, creating a soft and durable Pho in the De Nhat Pho packages that will completely meet the demand for delicious food, perfect

quality and bring Feeling healthy and friendly again for you.

22

Pho Tron De Nhat: Mix is like, eat is addicted. Pho Tron De Nhat: possesses a long

more secure when enjoying Pho

lasting noodle made from rich sauces,

mixed with your loved ones.

giving you a delicious Pho right away without having to go to the kitchen. Not only that, Pho Tron De Nhat: is also guaranteed quality and safety from Pho De brand and Acecook company from Japan, you will feel

Hao Hao salt: In fact, this is a new product that is

excited

about

this

information,

not new, because this is the spice

because they no longer have to waste

inside the Hao Hao shrimp noodle

a pack of noodles now.

packages and is very popular with consumers. Even, many people are willing to peel a whole pack of Hao Hao noodles just to get the package of salt dotted with fruits and other foods. So many social media users are

Besides, ACECOOK has a lot of other products, serving every taste, every hobby.

23

i.4. Product quality Main ingredients: A complete instant noodle product usually includes 2 main components: squeezed noodles and accompanying seasoning packages. Depending on the type of product, the flavor pack may include one or several spice packages: soup, vegetable oil, vegetable packages. Some high-end (high price) product lines often have bundled casserole packages or drying ingredients such as shrimp, eggs, chicken, pork, etc.

With the main ingredient being wheat flour, instant noodles have the role of providing energy (average 350kcal for 1 pack of instant noodles 75g), and 3 main groups of nutrients are protein (protein), lipid (fat) and carbohydrates (carbohydrates).

Protein 6.9g

Fat 13g

24

Carbohydrate 51,4g

Energy 350kcal

i.5. How to preserve Preserve instant noodles properly: Each of our instant noodles products are packed very carefully with the desire to ensure the quality of the product. However, for each product to be 100% intact and safe, always follow the storage precautions below.

Sunshine Always keep the product away from direct or indirect sunlight from hazardous radiation. Especially when shipping, the product should be carefully covered with materials that do not penetrate and absorb less radiation.

Temperature Besides solar radiation, the condition of temperature is also an extremely important factor, which has a direct impact on product quality. Store the product at a temperature that is not too different (too hot or too cold) from normal room temperature.

25

Humidity High humidity is the most ideal environment for invasive microorganisms. To ensure safety, make sure the product is always stored in a dry and damp place!

The product smells around Although protected by a high standard packaging and cardboard box, instant noodles will still be degraded due to the smell of the surrounding products if any. Avoid this situation by placing the product away from color and smell products, especially "Insecticide", "Washing powder", "Deodorant", "Cosmetics"... ii. Pricing strategy Most companies adjust their basic price to reward customers for certain responses, such as the early payment of bills, volume purchases, and off-season buying. These price adjustments— called discounts and allowances—can take many forms. The many forms of discounts include a cash discount, a price reduction to buyers who pay their bills promptly. A quantity discount is a price reduction to buyers who buy large volumes. A seller offers a functional discount

26

(also called a trade discount) to trade-channel members who perform certain functions, such as selling, storing, and record keeping. ii.1. List prices: Segmented Pricing Companies will often adjust their basic prices to allow for differences in customers, products, and locations. In segmented pricing, the company sells a product or service at two or more prices, even though the difference in prices is not based on differences in costs.  ACECOOK Co., Ltd. offers a variety of products with different prices to serve and position your brand and target customers and potential customers.  In Vietnam, the majority of people are low-middle income people so the price of the product is quite good with their income.  In the affordable segment, the price of each pack of noodles is about 1,5002,000 VNĐ; the Mid-end segment is being sold at 2,500-3,500 VND / pack; High-class types cost 5,000 - more than 10,000 VNĐ / pack. ii.2. Discount and Allowance Pricing Most companies adjust their basic price to reward customers for certain responses, such as the early payment of bills, volume purchases, and off-season buying. These price adjustments— called discounts and allowances—can take many forms. The many forms of discounts include a cash discount, a price reduction to buyers who pay their bills promptly. A quantity discount is a price reduction to buyers who buy large volumes. A seller offers a functional discount (also called a trade discount) to trade-channel members who perform certain functions, such as selling, storing, and record keeping. Allowances are another type of reduction from the list price. For example, trade-in allowances are price reductions given for turning in an old item when 27

buying a new one. Trade-in allowances are most common in the automobile industry but are also given for other durable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and sales support programs.  ACECOOK Company has programs to offer discount codes or gift vouchers when buying their products.  When it came to the holidays, ACECOOK presented attractive gift photos, attracting the attention of customers. iii. Promotion strategy iii.1. Advertising Advertising on television: Target object: people with average income. Advertising on the channel: VTV3, VTV1, HTV7, VTC1, ... Time: peak viewing hours. Representing Advertising: Many famous artists such as Hoai Linh, Dong Nhi,Tran Thanh, ..... Advertising in newspapers: Target object: student, housewives. Newspapers: Hoa Hoc Tro, The Gioi Phu Nu, Tiep Thi Va Gia Dinh, Doi Song Gia Dinh, ... Outdoor Banner: Position: bus shelters, inner city areas: near workplace, main roads, school ...

28

Communication at Point of Sale: At supermarket: Boot instant noodle decorated striking and eye-catching. At the small stores: They provide advertising banners, supporting product display. Advertise on various media such as Facebook, Instagram, official website, … iii.2. Public Relations or PR Public relations is used to promote products, people, places, ideas, activities, organizations, and even nations. Companies use PR to build good relations with consumers, investors, the media, and their communities. With Vina ACECOOK Vietnam, they have programs and activities to build the company's image in the eyes of consumers: ACECOOK Vietnam Company cooperates with Thanh Nien Newspaper and Ho Chi Minh City Student Support Center organize the "Chuyen xe Tet sum vay" program to support 2,500 free car tickets to help disadvantaged students return home to celebrate Tet holiday. “ACECOOK Happiness Scholarship” program with 120 scholarships in 2016-2017; 90 scholarships in 2018; 150 scholarships for students in 2020. “Hao Hao” gives many available Tet gifts for poor children in Binh Dinh: 500 gifts (500 box of “Hao Hao” instant noodle and 50 million VND) were delivered into the poor children and student in 4 communes: Phuoc Hoa, Phuoc Thang, Canh Hiep, Canh Lien. Relief operations in Middle country fellow: 1000 boxes of “Hao Hao” instant noodle were delivered. Heart represents mutual affection and love for fellow in Trung Son (Quang Tri) floods. Presenting 1,600 boxes of Hao Hao

29

noodles to households severely damaged after the No. 11 storm in 3 provinces of Thanh Hoa, Hoa Binh and Yen Bai. iii.3. Promotion ACECOOK applies the promotion programs with valuable products such as motorbikes, cars, diamonds, .... especially on the occasion of Tet, sports events, .... to improve the number of customers and products consumed. Purchasing 01 product will have a chance to win a prize when there is 01 winning card placed inside the product. iv. Place/ distribution strategy Marketing and distribution system nationwide, more than 300 distribution agents and spread throughout the country, each area has a branch office as in Hung Yen, Da Nang, Vinh Long, Ho Chi Minh City,... strong growth of distribution channels, enabling the company to sell more goods and make big profits. Example: Ha Noi Business Branch Floor 18, VCCI Tower, No. 9 Dao Duy Anh, Phuong Mai Ward, Dong Da District, Hanoi. Bac Ninh Branch Tien Son Industrial Zone (IZ), Hoan Son Commune, Tien Du District, Bac Ninh Province Hung Yen Branch Nhu Quynh Town, Van Lam District, Hung Yen Province. Da Nang Branch

30

Lot D3, Road no. 10, Hoa Khanh Industrial Zone, Lien Chieu District, Da Nang City. Head Office (Ho Chi Minh) Lot II-2, Road no. 8, 2nd Industrial Group, Tan Binh Industrial Zone, Tay Thanh Ward, Tan Phu District, HCMC. The Company has 7 branches with more than 300 agents nationwide and exports products to more than 40 countries including USA, Canada, UK, French, German, the Netherland, Poland, Switzerland, Sweden, Norway, Czech Republic, Russia, Australia, New Zealand, Slovakia, Korea, Singapore, Hong Kong, Taiwan, Malaysia, Cambodia, Japan, UAE, etc.” HaoHao mainly chooses distribution channels according to the agent system (wholesale). The enterprise selects many wholesalers (first-class agents) and the task of these wholesalers is to distribute to sub-wholesalers and then cover retail stores. When customers need, the retailer will report to wholesalers and this business will deliver the product to consumers. Due to the general consumer trend of Vietnamese people today, they are getting closer and closer to modern distribution channels such as supermarkets and buffet stores. Therefore, depreciation has implemented a strategy of distributing its products through these retail channels. Products are purchased by consumers at specific retailers such as big C retail supermarket, Coopmart supermarket chain, Maximax system, etc. These supermarkets distribute products directly to end-users, by letting consumers choose their favorite products and product lines accordingly. This distribution channel focuses on the final consumers, consuming a small amount but often. ACECOOK has a lot of branches in the north, the central and the south, so we can buy ACECOOK products at retail and wholesale stores all over the country in large 31

or small quantities. Besides, ACECOOK products are also sold on e-commerce channels. people can order and buy online on websites or apps like Lazada, tiki, Shopee, ...

5. Recommendation In the future, Vina Acecook should continue to invest in developing facilities, focus on new production technology. The company’s new products should be higher quality, tastier, nutritious and more diverse. To become a composite food producer, ACECOOK should expand to export over the world and be an international brand name; actively participate in exhibitions and fairs in and outside of the country. In detail, besides investing in production technology, Vina Acecook should focus on using natural ingredients such as rice, flavour, natural colour and add nutrients in noodles like fibre, calcium and vitamin will make the product have its own flavour and delicious. Acecook Vietnam should also invest in each specific market segment to meet the needs of customers. And products made from the source of rice will be the product that helps the company to convey the deliciousness, smiles and happiness to the whole world in the spirit of the new slogan "Cook Happiness". The company should also improve the quality, better meet the needs of consumers. ACECOOK should also focus on improvement, product quality management to satisfy and satisfy customers. The company focus on bringing the instant noodle industry back by actively providing the right information about instant noodles to consumers and developing new flavors and products in the direction of nutrition. In addition, the cup noodles and instant rice and vermicelli products have a very good growth, so the company should continue to invest to develop this potential group of products in the similar. the company should also plans to increase exports.

32

Besides, ACECOOK should also focus more on advertising strategy and public relations such as: Broadcast on TV pay attention to the habits, the time of the audience, so broadcast before the news programs, in the commercials of the movies; Selecting and using newspapers and magazines with a large number of publications, a large number of readers such as Thanh Nien, Tuoi Tre, Labor, ..... Products and promotions; Rent LCD screens located in public areas where there are many people walking around such as shopping centers, bus stations, ...; Continue to maintain relationships with the media, the press, local government agencies; Continue to support poor households, difficult families, build compassion houses ...; establishing operation fund for cases such as floods and natural disasters in cities in the Central region; funding for student activities, organizing volunteer activities, summer camps ...; Increase distribution channels to cover the whole market, invest in research, develop new products, integrate culinary values of Vietnamese people, turns them into Vietnamese noodles; Entering new market segments; Keep track of competitors, find the pros and cons of new and old competitors to have a plan to cope; Regularly poll customers about the product...

33

6. Reference New brand identity for new way of development. (2015) Retrieved 28 April, 2020, from https://acecookvietnam.vn/en/new-brand-identity-for-new-way-ofdevelopment/ Vina Acecook commits the responsibilities to Vietnamese consumers. (2017) Retrieved 28 April, 2020, from https://acecookvietnam.vn/en/vina-acecookcommits-the-responsibilities-to-vietnamese-consumers/ Niem tin noi 1 thuong hieu. (2015) Retrieved 1 May, 2020, from https://acecookvietnam.vn/niem-tin-noi-1-thuong-hie%CC%A3u/ Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Prentice Hall: On Lake Stress. Tet sum vay with ACECOOK. (2019) Retrieved 28 April, 2020, from https://acecookvietnam.vn/tet-sum-vay-cung-acecook/ ACECOOK Vietnam. (2017) Retrieved 28 April, 2020, from https://acecookvietnam.vn/hoat-dong-xa-hoi/ ACECOOK promotion. (n.d.). Retrieved 1 May, 2020, from https://acecookvietnam.vn/truyen-thong-khuyen-mai/khuyen-mai/ 3 loai muc tieu trong marketing cac marketers can phan biet. (2018) Retrieved 28 April, 2020, from https://blog.tomorrowmarketers.org/3-loai-muc-tieu-trongmarketing-cac-marketers-can-phan-biet/ Customer analysis. (2018) Retrieved 28 April, 2020, from https://www.marketing91.com/customer-analysis/

34

Cong ty Co phan Acecook Viet Nam. (2013) Retrieved 29 April, 2020, from http://vneconomy.vn/doanh-nhan/cong-ty-co-phan-acecook-viet-nam20130119033032849.htm Introduction Acecook VietNam information. (2017) Retrieved 29 April, 2020, from https://acecookvietnam.vn/en/company-information/

35