ESSAY

1. Targeting:
a. Brand: Niche Marketing
According to the Food and Agriculture Organization (FAO), pork accounts for 73.3% of the
Vietnamese people's meat consumption structure (Tan Dat, Nguoi Lao Dong 2015). In Vietnam,
housewives pay more attention to warm meat consumed in the fresh market, which quickly
loses quality due to the activity of microbes. As the country’s economy continues to develop,
people are more aware of meal nutrition and contaminated food (K.N, Nong Nghiep 2019).
MEATDeli, understanding the needs and wants of the customers, concentrated on increasing
efficiency in Vietnam's animal protein business and ultimately providing traceable, high-quality,
and inexpensive meat products to customers (Masan MEATLife, 2021). 

MEATDeli has adapted Concentrated marketing strategy on middle-aged housewives.

(MEATDeli official Facebook page, 2021)

An example of promotions on the official Facebook page, MEATDeli offers gifts in exchange for
purchasing their goods. This type of campaign is preferred by the majority of Vietnamese
housewives. According to Market Research Company Kantar Worldpanel in 2013, when
shopping for FMCG items at least once a year, about 75% of Vietnamese consumers chose to
 buy any product with this promotion (Tuyet Tran, Phap Luat Tp.HCM 2013). This results in the
increase of targeted clients.

b. Product lines: Segmented Marketing

Housewives who have time for cooking segment: Fresh meat.
MEATDeli caters mostly to housewives having medium to high incomes, providing two product
lines for each: standard and premium. In 2020, the monthly average income per capita for the
income group five of female household heads was about 9.8 million VND, followed by quintile
four at 5.3 million VND (Statista 2021). This segment, in fact, is more concerned about meat
quality than the high price compared to lower class. While the warm meat’s price is half of
MEATDeli, the quality is much lower due to conservation conditions. They would rather have
chilled meat with higher preservation capacities than warm meat with bacterial growth
difficulties. 

Housewives prefer instant use segment: Processed meat

Many modern housewives are too preoccupied to care for their family, especially when it comes
to meals, necessitating the usage of convenience foods. To meet the demands of its clients,
MEATDeli offers immediate items such as gio lua, cha chien (Vietnamese sausage), etc.

By capturing attention of the housewives segment through different kinds of products for
purposes, such as for instant use or for cooking, as well as guaranteeing fresh meat for all
customers, this would be significantly beneficial for MEATDeli. According to IPSOS, 98% of
housewives prefer MEATDeli over their previous use (MEATDeli 2021).

2. Positioning:
These days, most brands are using 3F technology (Feed - Farm - Food), which offers a “safe
food production process that must start from animal feed, to the farming process and to food
processing” (C.P Foods Vietnam 2019). However, MEATDeli differs themselves by their strict
quarantine steps and packaging technology leading the market. Disease-control system in
place, with treatment and isolation alternatives available at all times. Closed farming system
reduces the influence of weather variables on the herd's development, resulting in higher
output. The process standards are similar to worldwide pig farm management standards and
follow the Ministry of Agriculture and Rural Development's Global G.A.P standards (Masan
MEATLife, viewed 2021). Furthermore, in Vietnam, Modified Atmosphere Packaging (MAP) is a
relatively new method of chilled meat processing. By lowering the oxygen content, microbial
activity is inhibited, resulting in the finest possible meat quality. At the moment, MEATDeli is
applying this method for preservation (MEATDeli 2021), resulting products can be conserved up
to 8 days in the refrigerator, while CP and Vissan meat’s expiry date is 3 days after
manufacturing, G Kitchen preservation only lasts 1 day. 
 MEATDeli also shares the highest price of goods among brands. Research on belly pork
products price per kilogram has shown that MEATDeli’s is VND189,000 (Y Phuong, Vietnambiz
2021), followed by CP with VND180,000 (Bach Hoa Xanh 2021). G Kitchen and Vissan locate
the 3rd and 4th with VND166,000 (G Kitchen 2021) and VND160,000 (Vissan 2021)
respectively, whereas Dabaco’s is VND145,000 (Dabaco Mart 2021) - the lowest.

3. Value proposition: 

MEATDeli uses the "More for More" strategy, in which they give advanced technology and
superior quality in exchange for a premium price. Masan MEATLife, owner of the brand
MEATDeli, aims “to provide Vietnamese consumers with delicious, safe and affordable meat
products every day, everywhere.” (Masan MEATLife Annual Report 2020, pg.15)
REFERENCES:
APPENDICES:

Figure 1: Distinctive products for different purposes (MEATDeli Facebook 2021).

Figure 2: Processed products for instant use (MEATDeli 2021).

 Figure 3: Discount campaign (MEATDeli Facebook 2021)

Figure 4: Instruction of making dishes from MEATDeli products (MEATDeli Facebook 2021)
 Figure 5: Female household heads’ average monthly income in Vietnam in 2020 (Statista 2021)

Figure 6: Increasing trend of average monthly income per capita in Vietnam between 2010 and 2020
(Statista 2021)