I.

Executive summary

II. Business context

III. Marketing plan

1. The market environment for the product
a. Industry and competitive activities
b. Market segments and customer targets
2. The marketing mix—strategies and tactics
a. Product (description value propositions and positioning)
b. Pricing strategy
c. Promotional plans and programs to drive demand
d. Place or distribution channels to deliver products and services
3. Product Launches Being Planned or Being Carried Out
• Pre-launch activities
• The planned launch activities should mesh with each of these existing activities
4. Integrated Budgets
5. Measurements and Metrics
IV. Product Requirements
V. Product Requirements Document Template
1. Product Specifications (Technical) Document Template
2. Product Development Charter
3. Functional Requirements
4. Non Functional Requirements
VI. Launch Plan
1. Simple Launch Functional Support Plan
2. Counting Back launch Plan
VII. Updated Master plan FSP
1. Marketing FSP
2. Customer Service FSP
3. Product Developer FSP
4. Sales FSP
5. Supply chain FSP
6. Manufacturing FSP

1. The industry profile

2. Competitive strategy
3. Competition in the market
4. Direct competition
 5. Competitive positioning
6. Competitor profile
7. SWOT

I. Introduction

II. Industry and the competition analysis.

1. The industry profile
 2. Competitive strategy
3. Competition in the market
4. Direct competition
5. Competitive positioning
6. Competitor profile
7. SWOT

III. Target customer, customer profile:

IV.Concept evaluation
4. Each member will propose the opportunity basing on their understandings and their
own points of view (opportunity statement) 5. The whole team will evaluate each option
and then choose the TWO best. 6. The TWO best will be developed into concepts to be
evaluated the feasibility. 7. ONE best concept will be chosen to go to the definition
phase.

V. Basics forecast

VI. Defining the product:

1. Product defination
.1PRD
2. PSD
2. FSPs:
a. Marketing FSP
b. Customer Service FSP
c. Product Developer FSP
d. Sales FSP
e. Supply chain FSP
f. Manufacturing FSP
3. Launch plan
a. Simple Launch Functional Support Plan
b. Counting Back launch Plan
I. Introduction
Our lives today are being renewed day by day, everything around society is
changing more and more modern, leading each of us to need to change to keep up with
the beauties and new things. Therefore, human needs are increasing and becoming busier,
24 hours a day can be considered as less than today's life. People are quite busy with
work, family and study...no time to cook. In order to meet the needs of everyone, many
fast food products were born and instant noodles are one of the products that consumers
choose and enjoy the most. However, there are quite a few questions that consumers ask
about which type of noodles should be chosen for good health, food safety and hygiene,
taste and affordable price.
Understanding those problems, manufacturers have launched many quality
products and reasonable prices. In 1958 instant noodles were born in Japan and quickly
became the most consumed food in the world. And in 2000, Vina Acecook Vietnam
company launched a product that was very popular and surely each of us has tried it, it's
HAO HAO instant noodles. Is a product with a good name and a strong position in the
market.
The project goal of the SCV team is for Hao Hao to be able to reach new potential
customers as well as change consumers' habits through a new product line for the health
of customers called "Hao Hao Khong Chien - Spicy Gao Lut". By changing the flour
content and replacing it with brown rice flour, a flour with a higher nutritional content,
along with not frying the noodles, reducing the amount of fat in the noodles, “Hao Hao
Khong Chien – Gao Lut Chua Cay" promises to be a product that brings more nutrients
but still ensures the health of consumers in the best way. This product is formed based on
the contribution of ideas and efforts of all team members, so hopefully this will be a
successful product when it is launched on the market.
SCV Team
Name Position
Nguyễn Cao Hải Đăng Product Manager
Nguyễn Thành Đức Hưng Customer Service
Trần Nguyên Khương Product Developer
Nguyễn Thị Mai Trúc Sales
Nguyễn Mạnh Quang Marketing
IV. Concept evaluation
1. Contribute ideas:

Name What is it? Who needs it? Why? What are the
(Idea) proofs?
Nguyễn Cao Hao Hao – - Students (16-22 - Hao Hao has - TomYum is a
Hải Đăng TomYum years old) or many taste of Thai hot pot
Real Pork workers (22-30 noodles, but all taste that is
years old) of them are so sour and spicy.
- Who wants to boring that the This is one of
experience the customer can’t the taste that
new taste in Hao feel the many teenagers
Hao’s products differences nowadays
- Who love the between them. enjoy and want
TomYum taste - Making the to try it.
new taste - Can make
noodles that tomyum
completely flavored
different from noodles based
all the old on available
products will technologies.
attract more After
customer. simmering, the
meat can be
dried to make a
seasoning
package with
real meat to
help stimulate
the taste of
customers.

Nguyễn Thành Hao Hao - Customer from - Reduce the - Using sugar
Đức Hưng Sweet 15-25 years old habit of using cane to make
Noodles - For who loves soft drinks and the noodles,
sweet foods excess sugar in make them
- Popular segment 1 meal. have the natural
(for customer who - New sweet taste and
has low income) experience for no chemical
- Southern urban the customer sugar
 area: HCM City, - Satisfying
Tay Ninh,… young people’s
- Students, office sweet food
staff needs

Trần Nguyên Hao Hao - Children (6-14 - Can solve the - Using the
Khương Rainbow years old) problem of natural food
- Children who anrexia in coloring from
has anorexia children. the vegetables
- Parents and doesn’t
always worry contain
about the fear chemical
of eating colors.
vegetables in
children and
they believe
that instant
noodles are not
good for
children.
Nguyễn Thị Hao Hao - People from 16- - Brown rice - Brown rice
Mai Trúc Brown Rice 30 years old noodles on the flour has more
Noodles - Who want to use market nutritional
healthier instant currently are content than
noodles such as just raw wheat flour and
non-oil fried noodles and is often used
noodles,… customer need for healthy
- Housewives who to cook the dietary
want to change the broth to use the purposes.
habit of using noodles.
traditional instant - Many kinds of
noodles for better noodles
health nowadays are
not friendly
with our health.

Nguyễn Mạnh Hao Hao – - Students (16-22 - People usually - Reduce the
Quang Not Hot years old) who eat think that composition of
Inside a lot of noodles eating noodles wheat flour in
Noodles - Who afraids of will make them instant noodles
noodles that make feel hot from and while
they feel hot from the inside frying the
 the inside which cause noodles will
illness after all. add subtances
such as
vitamins,…

2. Evaluating ideas:

Hao Hao – Hao Hao Sweet Hao Hao Rainbow

TomYum Real Pork Noodles
A B1 C1 B2 C2 B3 C3
Decision Weig OPP1 OPP1 OPP2 OPP2 OPP3 OPP3
Criteria ht rating score rating score rating score
1-5
Strategically 4 7 28 5 20 6 24
aligned
Acceptable 3 8 24 7 21 7 21
market size
Financially 4 9 36 7 28 7 28
attractive
Competitive 5 8 40 7 35 6 30
ly viable
Understood 4 9 36 8 32 7 28
needs
Technically 3 8 24 7 21 6 18
achievable
Total score 188 157 149
 Hao Hao Brown Rice Hao Hao – Not Hot Inside
Noodles Noodles
A B4 C4 B5 C5

Decision Criteria Weight OPP4 OPP4 OPP5 OPP5

1-5 rating score rating score

Strategically 4 6 24 6 24
aligned
Acceptable 3 9 27 6 18
market size
Financially 4 9 36 7 28
attractive
Competitively 5 9 45 7 35
viable
Understood 4 10 40 7 28
needs
Technically 3 8 24 6 18
achievable
Total score 196 151

3. The TWO best will develop into concepts to evaluate the feasibility:
 Hao Hao – TomYum Real Pork
Name of the product (or enhancement)
Hao Hao Brown Rice Noodles

Date prepared 11/10/2022

Life cycle phase Stage of feasibility evaluation

Product manager’s name Nguyễn Cao Hải Đăng

Name of engineer Trần Nguyên Khương

Name of marketer Nguyễn Mạnh Quang

Nguyễn Thị Mai Trúc

Name of other team members
Nguyễn Thành Đức Hưng
This product is designed for (the customer target or segment):

Hao Hao – TomYum Real Pork Hao Hao Brown Rice Noodles

- Occupation: students, office workers,… - Occupation: students, office workers,

bloggers,…
- Aged: 16-30 years old
- Aged: 16-30 years old
- Income: 2-6 millions VND
- Income: 4-8 millions VND
- Location: urban city area
- Location: urban city area
- Lifestyle: workaholic,…
- Lifestyle: healthy, self-love,…

The validated needs of this customer target include:

Hao Hao – TomYum Real Pork Hao Hao Brown Rice Noodles

1. Getting bored with the old noodles’s 1. Want to use instant noodles without
taste and want a new taste frying
2. Who loves the Thai TomYum flavour 2. Want a quick convenient meal while
ensuring health

3. Who loves to try new things 3. Want to use brown rice noodles instead
of fried instant noodles in oil

The product meets the needs of this customer with the following features or attributes:

Hao Hao – TomYum Real Pork Hao Hao Brown Rice Noodles

Beside the Tomyum taste, it also has real Noodles are different from traditional egg
fried pork in the soup pack, excite the noodles, chewy noodles, not fried in oil,
customer when using this product and made from brown rice, with natural
colors.
This customer target will benefit from using this product because it helps them:

Hao Hao – TomYum Real Pork Hao Hao Brown Rice Noodles

The customers can save their time by
using this product and do other works they
want to. Because Tomyum is still the new
taste on the instant noodles market so it
can bring to the customer new experience
when eating noodles by its special stinging
tase. And students or workers (who
usually eat noodles) can save a lot of
money thanks to the low price
Customers want to change the habit of
eating fried instant noodles with oil into
non-fried instant noodles. Keep the
characteristic spicy and sour noodle flavor
favored by many customers. With the
convenience of being able to help
customers who are eating kieeng want to
use instant noodles. With convenience,
instant noodles meet the needs of many
customers

The product is unique because:

Hao Hao – TomYum Real Pork Hao Hao Brown Rice Noodles

Using the real pork to make the Tomyum Noodles are made from brown rice, not
taste, after that, fry the pork to put it in the fried in oil
soup pack to make the highlight for the
product
And it compares favorably to available competitive products because of the following:
Hao Hao – TomYum Real Pork
- Special taste: Tomyum taste
- Low price: 5.000 VND
- Highlight: real pork in the soup pack
4. ONE best concept will
Hao Hao Brown Rice Noodles
be chosen to go to the definition
phase:
- The familiar typical flavor is Hao Hao
hot and sour shrimp hot pot.
- Price: 8,000 VND
- Special feature: Noodles made from
brown rice, non-fried noodles.
                          CUMULATIVE
PRO
START UNIT TOTAL TOTAL
  DUC           DATE
  TYPE
      UNITS SALES
T
Hao Hao No
Fried - Brown 64.642.6
        01/18/23   Each       686.082.800,0
Rice Sour & 00
00
  Spicy
                             
YE
A
R
O
  NE                          
JANUA FEBRU AUGUS SEPTE OCTOB NOVEM DECEM
    RY ARY
MARCH APRIL MAY JUNE JULY
T MBER ER BER BER
TOTAL
NU
MBE
R OF
  UNI 500.000 550.000 600.000 650.000 610.000 600.000 680.000 715.000 730.000 630.000 610.000 625.000 7.500.000
TS
SOL
D
PRIC
E
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
  PER 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000 10,000
UNI
T
TOT
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
AL
  SAL 5.000.00 5.500.00 6.000.00 6.500.00 6.100.00 6.000.00 6.800.00 7.150.00 7.300.00 6.300.00 6.100.00 6.250.00 75.000.000,00
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0
ES
                             
PER
CEN
  T OF 7% 7% 8% 9% 8% 8% 9% 10% 10% 8% 8% 8% 100%
TOT
AL
                             
PER
CEN
  T –– 10% 9% 8% -6% -2% 13% 5% 2% -14% -3% 2%  
CHA
NGE
                             
YE
A
R
T
W
  O                          
JANUA FEBRU AUGUS SEPTE OCTOB NOVEM DECEM
    RY ARY
MARCH APRIL MAY JUNE JULY
T MBER ER BER BER
TOTAL
NU
MBE
R OF
  UNI 657.000 717.000 677.000 739.000 607.000 630.000 729.000 606.000 748.000 635.000 802.000 850.000 8.397.000
TS
SOL
D
  PRIC ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
E 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500
PER
UNI
 T
TOT
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
AL
  6.898.50 7.528.50 7.108.50 7.759.50 6.373.50 6.615.00 7.654.50 6.363.00 7.854.00 6.667.50 8.421.00 8.925.00 88.168.500,00
SAL
0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0,000 0
ES
                             
PER
CEN
  T OF 8% 9% 8% 9% 7% 8% 9% 7% 9% 8% 10% 10% 100%
TOT
AL
                             
PER
CEN
  T –– 9% -6% 9% -18% 4% 16% -17% 23% -15% 26% 6%  
CHA
NGE
                             
YE
A
R
TH
RE
  E                          
JANUA FEBRU AUGUS SEPTE OCTOB NOVEM DECEM
    RY ARY
MARCH APRIL MAY JUNE JULY
T MBER ER BER BER
TOTAL

  NU 982.000 815.000 930.000 1.113.00 924.000 924.000 867.000 969.000 1.019.00 884.000 1.122.00 1.105.00 11.654.000
MBE 0 0 0 0
R OF
UNI
TS
SOL
 D
PRIC
E
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
  PER
10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500
UNI
T
TOT
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
AL
  10.311.0 8.557.50 9.765.00 11.686.5 9.702.00 9.702.00 9.103.50 10.174.5 10.699.5 9.282.00 11.781.0 11.602.5 122.367.000,0
SAL
00,000 0,000 0,000 00,000 0,000 0,000 0,000 00,000 00,000 0,000 00,000 00,000 00
ES
                             
PER
CEN
  T OF 8% 7% 8% 10% 8% 8% 7% 8% 9% 8% 10% 9% 100%
TOT
AL
                             
PER
CEN
  T –– -17% 14% 20% -17% 0% -6% 12% 5% -13% 27% -2%  
CHA
NGE
                             
YE
A
R
FO
U
  R                          
JANUA FEBRU AUGUS SEPTE OCTOB NOVEM DECEM
    RY ARY
MARCH APRIL MAY JUNE JULY
T MBER ER BER BER
TOTAL

  NU 1.000.60 950.000 1.200.00 1.113.00 924.000 924.000 1.240.00 1.350.00 1.019.00 1.500.00 1.780.00 1.920.00 14.920.600
 MBE
R OF
UNI
0 0 0 0 0 0 0 0 0
TS
SOL
D
PRIC
E
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
  PER
10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500 10,500
UNI
T
TOT
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
AL
  10.506.3 9.975.00 12.600.0 11.686.5 9.702.00 9.702.00 13.020.0 14.175.0 10.699.5 15.750.0 18.690.0 20.160.0 156.666.300,0
SAL
00,000 0,000 00,000 00,000 0,000 0,000 00,000 00,000 00,000 00,000 00,000 00,000 00
ES
                             
PER
CEN
  T OF 7% 6% 8% 7% 6% 6% 8% 9% 7% 10% 12% 13% 100%
TOT
AL
                             
PER
CEN
  T –– -5% 26% -7% -17% 0% 34% 9% -25% 47% 19% 8%  
CHA
NGE
                             
  YE                          

A
R
FI
 VE
JANUA FEBRU AUGUS SEPTE OCTOB NOVEM DECEM
    RY ARY
MARCH APRIL MAY JUNE JULY
T MBER ER BER BER
TOTAL
NU
MBE
R OF
2.488.00 1.198.00 2.218.00 1.227.00 1.335.00 1.913.00 1.412.00 2.496.00 2.029.00 1.570.00 2.080.00 2.205.00
  UNI 22.171.000
0 0 0 0 0 0 0 0 0 0 0 0
TS
SOL
D
PRIC
E
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
  PER
11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000 11,000
UNI
T
TOT
₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫ ₫
AL
  27.368.0 13.178.0 24.398.0 13.497.0 14.685.0 21.043.0 15.532.0 27.456.0 22.319.0 17.270.0 22.880.0 24.255.0 243.881.000,0
SAL
00,000 00,000 00,000 00,000 00,000 00,000 00,000 00,000 00,000 00,000 00,000 00,000 00
ES
                             
PER
CEN
  T OF 11% 5% 10% 6% 6% 9% 6% 11% 9% 7% 9% 10% 100%
TOT
AL
                             
PER
CEN
  T –– -52% 85% -45% 9% 43% -26% 77% -19% -23% 32% 6%  
CHA
NGE
                             

               
  PRODUCT           START DATE
Hao Hao No Fried - Brown Rice
        01/18/23
  Sour & Spicy
               

  YEAR ONE            
    JANUARY FEBRUARY MARCH APRIL MAY JUNE
NUMBER OF
  UNITS SOLD 500.000 550.000 600.000 650.000 610.000 600.000
₫ ₫ ₫ ₫ ₫ ₫
  PRICE PER UNIT 10,000 10,000 10,000 10,000 10,000 10,000
₫ ₫ ₫ ₫ ₫ ₫
  TOTAL SALES 5.000.000,000 5.500.000,000 6.000.000,000 6.500.000,000 6.100.000,000 6.000.000,000
               
PERCENT OF
  TOTAL 7% 7% 8% 9% 8% 8%
               
PERCENT
  CHANGE –– 10% 9% 8% -6% -2%
               

           
CUMULATIVE
  UNIT TYPE       TOTAL UNITS TOTAL SALES  
  Each       64.642.600
686.082.800,000
 

               

               
JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER TOTAL  

680.000 715.000 730.000 630.000 610.000 625.000 7.500.000  

₫ ₫ ₫ ₫ ₫ ₫ ₫
10,000 10,000 10,000 10,000 10,000 10,000 10,000
 

₫ ₫ ₫ ₫ ₫ ₫ ₫
 
6.800.000,000 7.150.000,000 7.300.000,000 6.300.000,000 6.100.000,000 6.250.000,000 75.000.000,000

               

9% 10% 10% 8% 8% 8% 100%  

               

13% 5% 2% -14% -3% 2%    

               

  YEAR TWO            
    JANUARY FEBRUARY MARCH APRIL MAY JUNE
 NUMBER OF
  UNITS SOLD 657.000 717.000 677.000 739.000 607.000 630.000
₫ ₫ ₫ ₫ ₫ ₫
  PRICE PER UNIT 10,500 10,500 10,500 10,500 10,500 10,500
₫ ₫ ₫ ₫ ₫ ₫
  TOTAL SALES 6.898.500,000 7.528.500,000 7.108.500,000 7.759.500,000 6.373.500,000 6.615.000,000
               
PERCENT OF
  8% 9% 8% 9% 7% 8%
TOTAL
               
PERCENT
  CHANGE
–– 9% -6% 9% -18% 4%