HANOI UNIVERSITY FACULTY OF MANAGEMENT AND TOURISM PRINCIPLES OF MARKETING PROJECT REPORT Tutor : Mr Nguyen Minh Duong Subject: Principles of Marketing Class : LEC – TUT Group : Company chosen : Masan Consumer Brand chosen : Omachi Noodles Member : Tran Doan Thanh Trang – 1704040123 Duong Thi Mai Phuong – 1804010084 Nguyen Ngoc Anh – 1904010008 Nguyen Thanh Tung - 1904010092 Hanoi, 2021 As society is developing more and more, people's lives are improving, we also spend more time at work Therefore, consumers have been tending to use more and more utility products Understanding this demand of customers, companies have produced a series of instant products such as noodle soup, porridge, noodles, Typically, the instant noodle product line has created a competitive market fierce competition with many large companies Instant noodles were born in Japan in 1958 and quickly became one of the most consumed processed foods in the world In the early 90s, instant noodles were present in Vietnam with a wide variety of products Currently, instant noodles in Vietnam are widely used by all classes of people In this assignment our team chose Omachi noodles - a famous product of Masan Consumer to build a marketing plan Although born later than products of other companies, Omachi noodle products have quickly been known to consumers This report is divided into main parts: Company Introduction, Current marketing situation, SWOT analysis, Main Issues, Marketing Objectives, Marketing Strategies, Action Program and Illustrations for your proposed action program PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) 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PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) Masan Consumer Joint Stock Company (Masan Consumer) was formerly known as Viet Tien Technology - Engineering - Trading Joint Stock Company, specializing in the production of processed foods and condiment products Established in 1996, Masan Consumer has quickly maintained its leading position in the food and beverage industry in the domestic market after transforming from a purely export model To date, Masan Consumer has become a billion-dollar revenue company with a diversified and trusted portfolio of product brands in the field of consumer goods (“FMCG”) Masan Consumer is involved in most of the FMCG segments, including convenience foods (instant noodles & porridge), condiments (soy sauce, fish sauce, chili sauce), processed meats (pasteurized sausages, etc.) pork balls), soft drinks, coffee, cereals and cosmetics According to Kantar World Panel, 98% of Vietnamese households use at least one Masan Consumer product in 2020 (Annual Report 2020) At the same time, Masan Consumer is in the top largest F&B companies in Vietnam in terms of revenue and in the top 10 most valuable brands in Vietnam According to Euromonitor, Masan Consumer has the largest market share in the fish sauce industry with 29.8%, the second largest in the instant noodles industry with 20.0% - just behind Acecook Vietnam (unlisted) and the third largest in the market energy drink market In addition, the company also leads in the segment of instant coffee (about 40% market share) with two main brands, Vina cafe and Wake up Page I PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) 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PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) Annual report 2020 [online] Available at: https://masanfood-cms-production.s3-ap-southeast1.amazonaws.com/medialibrary/6d1/6d1f4f53b23439a1aaa0290ac7d73e50/ b5c5a0fbd0736888f102e6f9fa88fab3.pdf Annual Report 2019 [online] Available at : https://masangroup-cms-production.s3-ap-southeast1.amazonaws.com/iblock/d92/d925b07e4787e2ef1e01092859570ccd/6767a 951c82c9cc074eb118f9cb375ad.pdf Brandsvietnam (2012) Quảng cáo mì Omachi: Đánh tráo khái niệm? [online] Brands Vietnam Available at: https://www.brandsvietnam.com/217-Quang-cao-mi-Omachi-Danh-traokhai-niem BusinessForum (2021) Thị trường mì gói chứng kiến đua khốc liệt, Asia Food với sản phẩm chủ lực Gấu Đỏ đứng thứ sau Acecook chiến lược giá bình dân, Masan mạnh mẽ tiến vào thị trường cao cấp [online] Available at: https://businessforum.vn/doanh-nghiep/thi-truong-mi-goi-chung-kiencuoc-dua-khoc-liet-asia-food-voi-san-pham-chu-luc-gau-do-dung-thu-2sau-acecook-bang-chien-luoc-gia-binh-dan-masan-manh-me-tien-vao-thitruong-cao-cap-150.html Châu Cao (2021).Masan thu tỷ USD từ mì tơm, nước mắm, đồ uống năm 2020: Omachi Kokomi “phả nóng” vào Hảo Hảo [online] Available at : https://cafef.vn/masan-thu-ve-1-ty-usd-tu-mi-tomnuoc-mam-do-uong-trong-nam-2020-omachi-va-kokomi-pha-hoi-nongvao-hao-hao-20210331172731878.chn Dinh Hieu ( 2021).Chuyện “ơng lớn” mì gói “làm mưa làm gió” thị trường nội địa [online] Available at: https://thuongtruong.com.vn/news/-chuyen-ve-nhung-ong-lon-mi-goi-lammua-lam-gio-tren-thi-truong-noi-dia-63739.html Jame Chen(2020) Financial intermediary.[online] Available at : https://www.investopedia.com/terms/f/financialintermediary.asp Maidy Chan (n.d.) Omachi www.academia.edu [online] Available at: https://www.academia.edu/7058394/Omachi Masanconsumer.com (n.d) Masan Consumer - Export [online] Available at: https://www.masanconsumer.com/export/index.html Hải Trần (2021) Xu hướng mua hàng qua ứng dụng điện thoại [online] Available at: https://thanhnien.vn/xu-huong-mua-hang-qua-ung-dung-dienthoai-post1396521.html Page I 53 PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) Lan Anh (2021) Masan “phép thử” đại dịch [online] Nhịp sống kinh tế Việt Nam & Thế giới Available at: https://vneconomy.vn/masan-va-phep-thu-trong-dai-dich.htm Quynh Chi (2020) Masan đẩy mạnh hoạt động hỗ trợ cộng đồng [online] Báo điện tử VTC News Available at: https://vtc.vn/masanday-manh-cac-hoat-dong-ho-tro-cong-dong-ar568404.html Tuoitre Online, 2021 Thị trường bán lẻ Việt Nam nhìn từ thương vụ M&A Masan [online] TUOI TRE ONLINE Available at: https://tuoitre.vn/thi-truong-ban-le-viet-nam-nhin-tu-cac-thuong-vum-a-cua-masan-20210605113211.htm Tieudungvietnam(2021) Cạnh tranh khốc liệt thị trường mì gói [online] Available at: https://tieudungvietnam.vn/tieu-dungthong-minh/canh-tranh-khoc-liet-trong-thi-truong-mi-goia111949.html Thành Trung (2021) Bnews - Tin tức kinh tế nhất, cập nhật 24h [online] bnews.vn Available at: https://bnews.vn/masan-chinh-thuc-lan-san-sang-mang-vienthong/213520.html Tuoitre.vn (2021) Masan đồng hành địa phương chống dịch COVID-19 [online] TUOI TRE ONLINE Available at: https://tuoitre.vn/masan-dong-hanh-cung-cac-dia-phuong-chongdich-covid-19-20210531170801558.htm Tuyết Nga (2017) Thị trường mì gói: Khốc liệt đua giành “miếng bánh thị phần.” [online] conglyxahoi.net.vn Available at: https://conglyxahoi.net.vn/doanh-nhan-doanh-nghiep/thi-truong-migoi-khoc-liet-cuoc-dua-gianh-mieng-banh-thi-phan-7970.html 123docz.net (n.d).Phân tích doanh nghiệp - Omachi.[online] Available at : https://123docz.net/document/6066662-phan-ti-ch-ve-doanh-nghie-pomachi.htm / Page I 54 PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer) PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)PRINCIPLES.OF.MARKETING.PROJECT.REPORT.masan.consumer.joint.stock.company.(masan.consumer)