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

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* Member of group and roles:

Full Name Stud Roles Note

ent
ID
Trần Thị HS14 Lead
Trang 0045 er
Đào Xuân Đạt HS14
0164
Nguyễn Thị HS14
Thùy Trang 0355
Bùi Thùy HS14
Trang 0424
Đinh 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.

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

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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

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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.

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History:

December 15 th 1993 Establishment of ViFon ACECOOK Joint Venture

Company.
July 7th 1995 Sales of the first product in Ho Chi Minh City.
February 28, 1996 Participated in the U.S.A export market Can Tho Branch
established
In 1999 First time won “Vietnamese High Quality Product”
award.
In 2000 First launch of Hao Hao instant noodle product which
was the Company’s breakthrough in the instant noodle
market
In 2003 Completion of factory system from the North to the
South
In 2004 Official change of name to ACECOOK Viet Nam Co.,
Ltd and relocate the factory to Tan Binh Industrial Zone.
In 2006 Official participation in instant rice market by building a
factory in Vinh Long and launching Pho Xua & Nay.
In 2008 Change of name to ACECOOK Vietnam JSC (18/01).
Official member of the World MAL Association.
July 7, 2010 Receiving the First Class Labor Medal.
In 2012 Inauguration of Ho Chi Minh 2 factory, the leading
modern factory in South East Asia
In 2015 Change the identity brand of ACECOOK Vietnam JSC

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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.

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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.

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 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.
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 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

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 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

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 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

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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

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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.

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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

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 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

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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

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 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.

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• 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.

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 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.

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DORAEMON SMOKE the theme "Doraemon &
NOODLES: Not only have Friends with 4 Japanese
delicious chewy noodles, rich seasons" will definitely bring
broth, the product also has fish the love to the kids and the love
cakes with funny shapes, cute. of parents.
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

Đệ nhất phở

Japanese standard safety, quality and bring Feeling

familiar taste of pho healthy and friendly again for
Made from rice or Ngoc Troi, you.
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

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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.

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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

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 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.

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 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 1,500-
2,000 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 ...

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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

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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

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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

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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.

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 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...

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6. Reference
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development/
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commits-the-responsibilities-to-vietnamese-consumers/
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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
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ACECOOK Vietnam. (2017) Retrieved 28 April, 2020, from
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ACECOOK promotion. (n.d.). Retrieved 1 May, 2020, from
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3 loai muc tieu trong marketing cac marketers can phan biet. (2018) Retrieved 28
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Customer analysis. (2018) Retrieved 28 April, 2020, from
https://www.marketing91.com/customer-analysis/

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Cong ty Co phan Acecook Viet Nam. (2013) Retrieved 29 April, 2020, from
http://vneconomy.vn/doanh-nhan/cong-ty-co-phan-acecook-viet-nam-
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