MARKETING MIX 7PS OMACHI VS hảo hảo INSTANT NOODLES ACHIEVING OVERALL BUSINESS OBJECTIVE BY MARKETING STRATEGY

MARKETING MIX 7PS OMACHI VS HẢO HẢO INSTANT NOODLES Competitor of Omachi Instant Noodles are Hảo Hảo Instant Noodles – belong to Vina Acecook Company which currently is number one Instan

Table of Contents

INTRODUCTION 2

MARKETING MIX 7PS OMACHI VS HẢO HẢO INSTANT NOODLES 2

ACHIEVING OVERALL BUSINESS OBJECTIVE BY MARKETING STRATEGY 8

COMPANY OVERVIEW 9

CURRENT MARKETING SITUATION 11

MARKETING OBJECTIVES 13

SEGMENTATION, TARGETING AND POSITIONING (STP) 13

TACTICS AND ACTION 16

ALLOCATION OF RESOURCES 17

EVALUATING AND MONITORING MARKETING PLANS 17

CONCLUSION 18

REFERENCE LIST 18

MARKETING MIX 7PS OMACHI VS HẢO HẢO INSTANT NOODLES

Competitor of Omachi Instant Noodles are Hảo Hảo Instant Noodles – belong to Vina Acecook Company which currently is number one Instant Noodles Company in Vietnam holding 51.5% of Instant Noodles market share in Vietnam (VNlogic, 2017)

Product Omachi is well-known to be the first

instant noodle product providing not

only convenience but also nutritions

and is good for health Omachi

produces done-to-a-turn potato

noodles (not burned, not oxygenated

– cause of diabetes, cardiovascular

problems and cancer), which

handles consumers’ worries about

eating instant noodles before With

Omachi, customers feel secure

about message “Delicious and Not

Afraid of Heat” – an extremely

successful strategy of Masan

Consumer

The word “Omachi” in bright red

gives “undeniable attractiveness” –

slogan of Omachi Instant Noodles

Letters “o”, “a”, “c” and “I” with white

circles inside stand for fresh

potatoes that are chosen for

Hảo Hảo is well-known to be the number one Instant Noodle Brand in Vietnam (ref) Noodles of Hảo Hảo are tough and chewy – preferable kind of noodles for Vietnamese people’s taste

The brand name “Hảo Hảo’’ is catchy and easy to remember (ref)

Hảo Hảo Instant Noodles have different basic flavours (chicken, beef, spicy and sour shrimp,…) so that the customers have a wide range of choices

Omachi At the top right corner, 5

stars show first-class and stand for

spreading over 5 continents

Omachi creates various models with

different flavours so that its

customers have a wide range of

choices

Omachi also achieved a huge

success with the new product

“Omachi Special Bò Hầm Sốt Vang”

that provide 96 million of Vietnamese

with a complete meal full of

nutritions

Price Price is an important P of Marketing

Mix It must be appropriate with the

values that customers receive As

long as Omachi’s target market is

premium and high-end, Omachi

provides a high-quality product

which is good for health and sets not

a cheap price In 2018, giá bán lẻ,

For high-qualities series like Omachi

Special, company uses Premium

Pricing – a higher price than

competitor’s one This pricing is for

the quality of product that

consumers receive For company,

As long as Hảo Hảo’s target market is low-end (for students, farmers and the one who live in big cities but have low income), Vina Acecook company sets an economical price for Hảo Hảo Instant Noodles of 3600VND/pack and /box/30 packs

Vina Acecook has applied market penetration pricing strategy (5 years ago, price was 1500VND/pack, 3 next years the price was 2500/pack and currently it is 3500/pack)

As Hảo Hảo is a popular brand created for low-end market, it might

be company’s best decision of all

this affirms that it has a unique, one

and only product (Potato Noodles)

For customers, this guarantees that

Omachi is a highly qualified product

On the other hand, is is also a

challenge for the company when it

has to make sure price goes

together with the values it provides

for consumers Company must take

a good care of product taste and

packaging to maintain customer’s

trust

For common series like Omachi

Chua Cay, company applies pricing

for market penetration This

definitely attracts customers when a

pack of Hảo Hảo Noodles costs

3600VND, while Omachi costs only

3500VND In addition, Masan uses

Bundle Pricing: a box of 30 packs

cost cheaper than a pack This

makes a huge difference when

buying Omachi instead of Hảo Hảo

time when setting a remarkably low price at the beginning It made Hảo Hảo noodles became noticeable for people with low income After a certain amount of time, Hảo Hảo got

a place in the heart of customers as well as its brand become famous among them It is the main reason why Hảo Hảo is still number one Instant Noodle brand

Place Main distribution channels are

supermarkets (modern trade),

glocery stores at local markets and

convenient stores (general trade)

Currently, Potato Noodles of Omachi

Main distribution channels are supermarkets (modern trade), glocery stores at local markets and convenient stores (general trade) Currently, Hảo Hảo Instant Noodles

are distributed to over 60000 outlets

and 100 distribution agents (owned

by its company) throughout Vietnam

and each region has its Business

Office (in Hanoi, Da Nang, Can Tho

and Ho Chi Minh City)

Moreover, Masan Food took a really

good care of their noodles when

placing them in supermarkets and

department stores Omachi Instant

Noodles are placed at the entrance,

promotion zone They are also

positioned at the top spot - eye level

on instant noodle shelves

It is understandable that Instant

Noodles have various distribution

channels as they are the product of

different types of customers It

ensures the characteristic of Instant

noodles – convenience As anybody

can easily buy Instant Noodles in

every single corner of the country, it

is considered as the most common

quick-and-cheap meal in Vietnam

Once again, this asserts widespread

popularity of the product

are distributed to over 600 distribution agents (owned by its company) throughout Vietnam and each region has its Business Office (in Hanoi, Da Nang, Can Tho and Ho Chi Minh City)

Moreover, Vina Acecook also took a really good care of their noodles when placing them in supermarkets and department stores Hảo Hảo Instant Noodles are often placed at the promotion zone They are also positioned at the top spot - eye level

on instant noodle shelves

It is understandable that Instant Noodles have various distribution channels as they are the product of different types of customers It ensures the characteristic of Instant noodles – convenience As anybody can easily buy Instant Noodles in every single corner of the country, it is considered as the most common quick-and-cheap meal in Vietnam Once again, this asserts widespread popularity of the product, especially when Hảo Hảo is the most popular brand among all others

Promotion • Advertising

On television: various TV stations:

VTV, HTV, HN, VTC,…

On radio programmes, newspapers,

magazines and supermarket flyers

Big celebrities starring in Ads: diva

singer Mỹ Linh, supermodel Ngọc

Trinh, supermodel Phạm Hương,

singer Bích Phương, MC Phan Anh,

…

Outdoor advertising: billboards

• Sales promotions:

Special packs: buy 1 get 10 (buy 1

box and get 10 packs free), buy 10

get 1 (buy 10 packs and get a bowl)

Price packs: buy 10 packs and get a

discount, buy a box of 30 packs and

get a discount

• Direct marketing: contact

customers to introduce new

products, new promotions

• Online marketing: online

shopping and supermarket websites,

on company’s website, on social

media (Facebook), on movie

• Advertising

On television: various TV stations: VTV, HTV, HN, VTC,…

On radio programmes, newspapers, magazines and supermarket flyers Recently, 2 celebrities (artist Hoài Linh, singer Tóc Tiên) have been invited to take part in commercial Outdoor advertising: billboards, taxis, buses and bus stations

• Sales promotions: contests (scratching cards to win the jackpot Usually, the prize is a motorbike or an electrical device)

• Direct marketing: contact customers to introduce new products, new promotions

• Online marketing: online shopping and supermarket websites,

on company’s website, on social media (Facebook), on video channels (Youtube, movie websites)

• Public relations: charity events

in rural areas

Vina Acecook also does not have a creative and unique marketing

channels (Youtube, movie websites).

• Public relations: charity

events in rural areas, Omachi Instant

Noodles as a present for U23

Vietnam Team participating in SEA

Games

Masan does not have a creative

unique marketing strategy but the

way that it combines different

strategies at the same time is very

intensive, helps its grow much faster

with less effort and save time What

is more, it is very smart of the

company to use big celebrities

starring in the commercials – attracts

high-end market which cares and

updates about showbiz frequently

strategy but the way that it combines different strategies at the same time helps its grow much faster with less effort and save time Nevertheless, jackpot is a concentrated effort to draw low-end market’s attention Nobody would refuse to pay 3600VND a get a chance to win a motorbike for free

People Masan Consumer runs Masan

Young Entrepreneur Contest for the

wanna-be This contest consists of 5

rounds: recruitment, aptitude test,

initial interview, group discussion

and final interview If employee does

not participate in the contest, he still

has a chance to become a

Management Trainee All

departments of Masan Consumer

Vina Acecook applies usual way of recruiting HR department announces recruitment on company’s website and on online job boards All departments of Masan Consumer use this way to recruit, so this is not only appropriate for Marketing Department but also for all other

use this way to recruit, so this is not

only appropriate for Marketing

Department but also for all others

(Sales, Finance, HR, Legal, R&D,

Supply Chain and Manufacturing)

Marketing employees particularly are

required to have good

communication and English skills

Having such a close and detailed

way of recruiting and training,

maximises staff performance,

especially when it comes to

contacting customers – a mission of

Marketing department Masan was

in top 100 best working environment

in Vietnam in 2016 (Alphabe,

Nielsen)

Company esteems

entrepreneurship, flexibility and

initiative of the staff

Physical

evidence

On all packaging of Instant Noodles,

above the word “Omachi” is “Potato

Noodles” (“Mì khoai tây”) – simply

shows off Omachi’s outstanding

point in contrast to other instant

noodles

Shiny bright packaging of Omachi

Instant Noodles is designed in

All packaging of Hảo Hảo Instant Noodles have bright colour (yellow, red, green, blue, violet, pink)

Majority of packaging is a huge bowl

of Insant Noodles full of topping drawn on it, which makes consumers feel the deliciousness of Hảo Hảo noodles right away

completely luxurious style, which

makes consumers immediately feel

the deliciousness of the Omachi’s

style of cuisine

On the packaging of Omachi Special

Bò Hầm Sốt Vang, the pack of beef

is drawn in a large size with “100%

Real Meat” written on it to attract

customers and get their trust

Process Masan Food establish a distributor

system of over 100 distribution

agents (owned by Masan company)

throughout Vietnam, each region has

a Business Office in Hanoi, Da

Nang, Can Tho and Ho Chi Minh

City) Omachi has various types of

processing, however, wholesalers

are majority Omachi approaches

many wholesalers, then the mission

of wholesalers is selling to the

retailers such as convenient stores,

glocery stores, supermarkets

Finally, retail stores deliver product

to the customers

Vina Acecook establish a distributor system of over 600 distribution agents (owned by Masan company) throughout Vietnam, each region has

a Business Office in Hanoi, Da Nang, Can Tho and Ho Chi Minh City) Hảo Hảo Instant Noodles have various types of processing, however, wholesalers are majority Hảo Hảo approaches many wholesalers, then the mission of wholesalers is selling

to the retailers such as convenient stores, glocery stores, supermarkets Finally, retail stores deliver product to the customers

Producer

Wholesaler

Retailer

ACHIEVING OVERALL BUSINESS OBJECTIVE BY MARKETING STRATEGY

In the long run, goal of Omachi Instant Noodles is providing Vietnamese people with a convenient but tasty, fully nutritious and highly enjoyable meal

With the success of Omachi Instant Noodles, Masan has established its position in the Vietnamese instant noodles market Market share of Omachi has been increasing dramatically Thanks to the creative Marketing Mix strategy, Masan Consumer has brought Omachi to a new level - appearing increasingly in the lives of consumers from urban to rural

"Simply Different", for the first time in Vietnam, instant noodles are made with ingredients from the potato being merchandised With the message "Delicious and Not Afraid of Heat", Omachi has gradually eliminated the anxiety in the psychology of consumers when eating instant noodles Moreover, the company has launched new models, especially Omachi Special Bò Hầm Sốt Vang - to meet the increasingly diverse needs of consumers and gradually reach the ambition to bring products to five continents

Masan Consumer has succeeded in directing and deciding to market the Omachi Instant Noodles made of potato as company’s lasting competitive tool

At a price that is not low but perfectly suited to the characteristics, product quality, as well as the target customers, pricing strategy helped the company enter revenue generating market, make customers become consumers who do not hesitate about buying a product

Masan makes sure Omachi is provided for the consumption timely Products are available mostly in supermarkets, glocery stores and convenient stores at local markets

Wholesaler

Retailer

Consumer