ASIAN MARKETING MANAGEMENT REPORT TET PROMOTION PLAN 2023 AJI NGON thêm vị, thêm tết

Vision: "To become the most loved and trusted company in Vietnam with "Unique characteristics" in the field of food and health." Mission: "We contribute to the further development of Vie

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FACULTY OF BUSINESS ADMINISTRATION

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MEMBER-LIST AND PERCENTAGE OF CONTRIBUTION

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ASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tet

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I Executive Summary: 4

II Situation Analysis: 5

1 Market summary: 5

1.1 Actual Situation: 5

2 SWOT analysis: 7

2.1 SWOT analysis for the company-AJINOMOTO: 7

2.2 SWOT analysis for Aji-ngon: 9

3 Competition: 10

III Marketing Strategy: 12

1 Strategy Objectives: 12

a) Objectives: 12

b) Mission and vision of Ajinomoto: 13

2 Target Market: 13

2.1 Segmentation: 13

2.2 Targeting: 14

3 Consumer insight: 15

4 Brand positioning: 15

BRAND KEY 16

1 Root Strengths: 16

2 Competitive environment: 16

3 Target customer: 17

4 Insight: 17

5 Benefit 17

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6 Value, beliefs and personality 18

7 Reason to believe 18

8 Discriminator 18

9 Essence: 18

5 Strategies: 19

5.1 Product: 19

5.2 Price: 19

5.3 Place: 20

5.4 Promotion: 22

IV Tet promotion plan: 23

1 Idea: 23

2 Tagline: 23

3 Sale promotion campaign: 23

3.1 Digital marketing: 23

3.2 Sale promotion: 24

3.3 Merchandising: 33

4.Communication: 34

4.1 TVC: 34

4.2 Online PR: 34

4.3 Pano: 34

4.4 OOH: 34

4.5 Sponsor: 34

5 Execution: 34

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7 Media list: 35 References: 37

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I Executive Summary:

Ajinomoto Vietnam was founded in 1991, is 100% capitalized by Ajinomoto Japan company with a starting value of 8 billion US dollars Currently, Ajinomoto Vietnam Company has two representative offices in Ho Chi Minh City Hcm and Hanoi, two manufacturing plants including Ajinomoto Bien Hoa Factory operating since 1991 and Ajinomoto Long Thanh Factory operating since 2008 and the 3rd factory also in Long Thanh have started construction since 2016 In addition, the company has 3 large distribution centers and branches spread across 63 provinces and cities

Vision: "To become the most loved and trusted company in Vietnam with "Unique

characteristics" in the field of food and health."

Mission: "We contribute to the further development of Vietnam, contributing to

the happiness and health of people in Vietnam through food culture and food resource development."

With this vision and mission, Ajinomoto Vietnam Company always strives to bring

a wide range of food products and spices with the best quality, safety, suitable for Vietnamese taste.For more than 30 years, Ajinomoto Vietnam has been constantly striving in research and development to bring a wide range of seasoning products, foods, beverages, and nutritious foods with the best quality, safe, suitable for Vietnamese tastes and needs Currently, Ajinomoto Vietnam has more than 35 categories of food products widely introduced nationwide with brands that are loved by many consumers such as AJI-NO-MOTO® MSG, Aji-ngon® Seasoning Seeds, Aji-Quick® Pre-Seasoning Seasoning, Aji-Mayo® Mayonnaise Sauce,

"Fuji" Soy Sauce, Ajinomoto Fermented Rice Vinegar, Ready-to-drink doughnuts, Blendy® Instant Drinks, Birdy® Can Coffee, VITAL™ amino drinks, "added" microelements, etc.

The campaign "Thêm vị, thêm tết cùng Ajingon" aims to increase sales during Tet and increase Ajingon's brand recognition The purpose is to inspire Vietnamese housewives to create and refresh Tet dishes so that they are unique and attractive

so that Tet is more reunion and warmer and Ajingon is their companion in every dish The campaign is divided into main stages: conveying Ajingon's message and launching product combos for Tet, building customer awareness in the campaign,

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sales and focusing on conversions The campaign is run on all social networking platforms, e-commerce, offline channels to optimize profits for the company.

II Situation Analysis:

1 Market summary:

1.1 Actual Situation:

The consumption habits of Vietnamese consumers have changed markedly since the outbreak of the COVID-19 epidemic in 2020 and will be confirmed even more clearly in 2023 when the society has to distance strict blockade, the number of people workers have to work from home as well as gather at production facilities and factories for a long time Health, food safety, and convenience are the top concerns of households In the research of Neilsen company, Major species will grow from 25% to 32% until 2022 Besides that, sugar, salt, monosodium glutamate, broth mix,… are the most competitive goods in the market Ajinomoto is

a spice company holding the second largest market share in the market and at the same time they have brought delicious flavors to each dish, contributing to improving the health and quality of life of people globally as well as in Vietnam stories stemming from our aspiration for life.

According to data from the scientific report of the Institute of Tropical Biology on the spice industry in Vietnam and around the world, Vietnamese people consume an average of 450,000 tons of spices per year Having been on the market for over a decade, the seasoning has become a substitute for monosodium glutamate (MSG) in many Vietnamese recipes Dominating in this market are the brands: Knorr

(Unilever), Maggi (Nestlé), Aji-Ngon (Ajinomoto) and Miwon It is worth mentioning that this seasoning that changes the cooking habits of Vietnamese consumers comes from American investors.

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extracting bone broth and meat in place so the sweetness is higher, the cost of ingredients is, therefore, lower than Knorr when it comes to buying chicken powder

The battle for market share of spice brands is not as intense as other consumer products such as shampoo, washing powder, household electrical appliances but often spectacular with advertising races but very intense and decisive paralysis Brands already in the market initiate programs to capture every possible proportion

of the market, while new brands look for gaps to fill The Vietnamese spice industry has grown in less than ten years, but it has proven to be a very attractive market with plenty of room for expansion Many "giants" in the domestic and international food industry are proving this by increasing investment in this lucrative sector.

- A strong online presence across a variety of social networking sites and effective social media management can boost the impact of favorable e-WOM and establish long-lasting relationships with clients.

- A company in good financial standing and physical shape may be able to make more investments.

- Having access to suppliers who provide raw materials at reduced prices can increase the effectiveness of the firm as a whole.

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- A well designed and integrated IT infrastructure may boost operational effectiveness and better understanding of current market trends.

- High product quality boosts customer loyalty to a brand and enhances Ajinomoto

Co Inc's performance in a cutthroat industry.

Weaknesses:

- Relying excessively on advertising may result in a budget that is insufficient for marketing and promotion operations, which affects the potential of the business to grow its clientele and bottom line Environmentalists may criticize the organization for its poor waste management procedures and inability to incorporate sustainability into commercial processes.

- Poor inventory management techniques could cause the business to become less efficient.

- Insufficient current assets or a shortfall of cash can both have a detrimental impact

on the liquidity situation and the overall success of the organization Encourage repeat business; the seasonings industry has an excessively narrow focus.

- A workforce with low morale as a result of high workplace stress is less productive.

productivity, and hasten the release of new goods.

- A rise in consumer disposable income and an expansion of the wealthy clientele can be viewed as a chance to launch additional high-end products.

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- The development of social media and e-commerce

As a trend, media marketing can be very successful If it can, there is a chance for Ajinomoto Co Inc.be sure to have a strong presence on several social media platforms.

- The development of fresh market niches additionally, fresh markets boost business opportunity to expand the product portfolio

- When supplied goods or services are not eco-friendly, the expanding environmental sustainability trends pose a serious danger It damages the brand's reputation in a cutthroat market and attracts unfavorable press and condemnation from environmentalists.

2.2 SWOT analysis for Aji-ngon:

STRENGTHS:

- Ajingon is a product manufactured by Japanese technology According to Vietnamese psychology, goods from Japan have high quality and are trusted by many Vietnamese people Japanese users are

“difficult” customers They will ask high about the quality, especially the products with high nutritional value and good for health Therefore, Ajingon products are

consumers.

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trusted in the Vietnamese market.

accompanying Vietnamese families for more than 20 years, becoming a prestigious brand.

OPPORTUNITIES:

- There are many opportunities to expand the market The good conditions created by the Vietnamese government for businesses:

taxes, laws, etc.

- Modern consumption trends of Vietnamese people: consumers focus on a green, healthy and safe lifestyle Ajinomoto works towards a green model => Aji-ngon products are preferred.

THREATS:

-High competition and increasingly fiercer competition between existing and potential brands.

- More diverse and complex competitive tools and tricks.

-The market requires continuous improvement in product design and quality.

- Many consumers are unclear about the ingredients in seasoning and have a negative opinion.

-After the epidemic situation, many people tend to eliminate seasoning in cooking and tighten spending.

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3 Competition:

Competitive advantage

It is one big financial background, with the support of the global Unilever company

It is a huge famous brand around the world Especially in VietNam.

The marketing program

is suitable and friendly with locals They had the right insight and showed a good image

to the Vietnamese market.

Has many promotion and marketing with many festivals, strong marketing strategy and create the unit product

Building the image of good health and belonging to the world’s leading company in healthy living.

With the support of the global Netstlé One of the companies has the largest investment in human and financial resources in the field of research and

development Therefore, Maggi brand has high quality and the product always improved to bring superior products

to their customers

Vedan has developed a steam - extraction power generation system This company is the world’s energy development trend

On the other hand, Vedan Vietnam not only stabilizes the amount of

electricity for the product, but when not used up

The main source of raw materials for the production of Vedan MSG is the production of cassava (tapioca) agricultural products and the source of sugar cane molasses created by hardworking Vietnamese farmers

Target

have jobs, married women They are sensitive to the price.

Women aged 25-55, who have a housewife role in the family and decide buying, making meals in the family.

Women have a housewife role and attention to each meal Besides that, cooking at street vendors, food stores, restaurants,

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Marketing

filet mignon and bone marrow extracts from VIETGAP standard fresh meat and bones.

- Packaging: bright, eye-catching colors, designed to be convenient for use and storage, to save time for housewives such as:

there is a guide to tear the bag and just use your hand to do it tear the bag easily; After use, just fold the edge

to be able to preserve the seasoning powder from being

hygroscopic, clumping

- There are many sizes (50g, 170g, 400g, 900g, 1.2kg and 1.8kg) to suit each price.

- MAGGI seasoning is a cooperation product between the MAGGI brand and the Nutrition Institute of the Ministry

of Health through the national program

"Adding micronutrients

to food".

- Packaging: Bright and eye-catching packaging, clear information.

- Available in 3 sizes:

200g, 450g, 900g

-The product is committed to passing the quality management system and food safety management system according to ISO

9001 and FSSC

22000 respectively -Simple packaging, less impressive.

- There are 3 sizes 400g, 900g, 1kg

customers are housewives, so product prices are low.

-Focusing on the income market, Maggi's products are priced higher than other brands but still at an

high-appropriate level.

- Low cost compared to other brands.

-Distributing via

GT, MT and commerce channels

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E-ASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tetASIAN.MARKETING.MANAGEMENT.REPORT.TET.PROMOTION.PLAN.2023.AJI.NGON.them.vi them.tet

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III Marketing Strategy:

1 Strategy Objectives:

a) Objectives:

Overall, marketing campaign objectives of Ajingon in TET holiday achieve target:

ajingon’s community

keeps the traditional value

b) Mission and vision of Ajinomoto:

Vision: “Based on a firm understanding of the dietary habits of each country, to provide deliciousness that supports daily health.” Eating brings nourishment not only for the body but for the mind Food made for family members enriches life, and conversation at the dining table deepens their bonds.

Mission: ASV Value Creation Model

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ASV creates a virtuous cycle (the ASV cycle) that reinvests the economic value created by resolving social issues through the Group’s business activities in future business activities, which in turn contributes to the further resolution of social issues In this way, ASV represents a strategic initiative for realizing sustainable growth Through the ongoing implementation of the ASV cycle, the Group will enhance corporate value by accumulating value into corporate brand.

Why do people choose products?

2.2 Targeting:

We select the target market to focus on customers who are housewives between the ages of 20 and above who have traits like being in charge of family meals, making buying selections for the family, take care of health member in family and being price sensitive.

The taste of the product is one of the main factors influencing why the majority of interviewees decide to use Aji-ngon in their kitchens People said that seasoning the product made it more pleasant and improved the dish, particularly with soups The fact that the Ajinomoto company has a well-established reputation for Japanese

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ngon As a result, they feel confident utilizing Aji-ngon to prepare meals for their family

Aji-ngon has moreover been known and used for a very long time due to its established reputation and early access to the Vietnamese market, gradually becoming a habit for many homes Many respondents indicated that they had been introduced to using Aji-ngon by family members or that their family had been using

it regularly for a long time.

Next, ngon has products at competitive costs Some participants believe in ngon because they can afford the product's pricing (even those with modest middle- class incomes) and take advantage of the company's frequent kitchenware sales The majority of the interviewees also cited the fact that they frequently watched Aji-ngon TV advertisements and were drawn to them as a final justification

Aji-ngon:

The first drawback of Aji-ngon mentioned by the participants is that the product preservation method is inadequate, resulting in the product's occasionally lumpy texture.

The taste of Aji-ngon is a little too sweet for their family's taste, which is the second reason why many people don't choose it

Additionally, some families who have vegetarian members assert that Aji-ngon doesn't make any vegetarian-friendly products

Last but not least, many households mentioned that they were accustomed to using other brands and were hesitant to switch.

3 Consumer insight:

Vietnamese women often focus on each meal in their family, they have to fulfill their obligations to their health families Because, the meals in Vietnamese are the time for the members to connect and gather fully Therefore, they take care of nutritious meals and choose high quality products It must be suitable for the price and also have a natural delicious taste and not contain substances harmful to health And the product has to be easily found in the Vietnamese market

4 Brand positioning:

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The brand positioning model was created based on 2 main categories: weight of seasonings glutamate (MSG) and price

Hương, Hoàng Thị Nga, Trần Thị Ánh Nguyệt (from Institute of Public Health) about E631 and E627 in seasonings powders in HCM City, the results shows that:

 Knorr has the ratio of 1595,95 mg/kg for E631; 3646,58 mg/kg for E627

 Maggi chicken powder has the ratio of 3483,52 mg/kg for E631; 4509,93 mg/kg for E627

 Maggi stewed bone seasonings has the ratio of 6785,20 mg/kg for E631; 7824,17 mg/kg for E627

 Ajingon Bone and Meat Seasonings 734,17 mg/kg for E631; 23,86 mg/kg.for E627

Source: https://vtc.vn/hat-nem-98-khong-phai-tu-thit-xuong-ar86399.html

Ajingon products also have a relatively low price which is suitable for the income

of Vietnamese consumers For example, price of Maggi seasoning in Bach Hoa Xanh is 39.000 VND for 400g but Aji-ngon is 33.000VND for 400g

BRAND KEY

1 Root Strengths:

Aji-ngon Pork Seasoning has improved in quality and appearance in order to suit the constantly growing expectations of consumers, guaranteeing to deliver delectable meals.

"đậm thịt ngọt xương "- new slogan of Aji Ngon, the major component of which is broth extracted from the bones, marrow, and pork, providing harmony The dish is more savory because of Aji-ngon Pork's new, inventive formula, which preserves

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Along with quality improvements, the new Aji-ngon Pork Seasoning has a luxurious and prominent appearance, making it simpler for customers to recognize and select the product.

A strong quality control system is followed throughout the entire production process

to guarantee high-quality and secure products for consumers 25 Products are investigated and enhanced based on the preferences of the Vietnamese people Bone and meat broth is made in a way that mimics Vietnamese housewives' cooking.

-However, the weakness is that this business launches a new product, immediately other businesses have similar products and stronger promotions, so the market is always fiercely competitive.

3 Target customer:

Age: from 20 to 50 Sex: Females make up a large proportion, who are having independent life, get married and spend cooking at home to care for family and themself.

Income: over 2.000.000 VNĐ/ month Jobs: all jobs, especially housewives or officer Characteristic: People who usually choose products of good quality and have more nutrients for their family, always take care of their family Aji-ngon will focus on health conscious people/ the healthy lifestyle Also, people who are strict with time management It also suits people who want a one-stop solution for hunger, or do not want to take much effort in preparing food.

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Aji-ngon contains healthy amino acids that help develop muscle and are good for the health of the elderly

6 Value, beliefs and personality

Aji-ngon believes that eating not only nourishes the body but also nourishes the mind.

Through the family meals increase the family affection

Based on the understanding of each country's eating habits to bring deliciousness to

a healthy life every day

7 Reason to believe

Aji-ngon is the strong brand which has associated with every Vietnamese meals for

a long time Aji-ngon ensure the quality of units line product which has many certificates from professional orgarization for example: HACCP, ISO 9001 : 2015, HALAL

8 Discriminator

Aji-ngon focuses on product research and development When entering the Vietnamese market, the group has researched and developed products exclusively for the domestic market The best example is Aji-ngon, a seasoning made

exclusively for the Vietnamese market with three optional ingredients: pork, chicken, shiitake, and lotus seed Aji-ngon is the most obvious result of the product localization strategy.

Tiêu đề	Tet Promotion Plan 2023 Aji Ngon Thêm Vị, Thêm Tết
Tác giả	Trần Thảo Nhi, Huỳnh Anh Tài, Phạm Hương Giang, Nguyễn Đăng Tân, Nguyễn Hồng Phúc, Trần Hương Quỳnh, Đỗ Khắc Anh Duy
Người hướng dẫn	Miss Nguyễn Thị Quỳnh Anh
Trường học	Ton Duc Thang University
Chuyên ngành	Business Administration
Thể loại	report
Năm xuất bản	2022
Thành phố	Ho Chi Minh City

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