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    Lê Hoàng Minh Anh
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    This document analyzes the STDP marketing strategy for Gau Do instant noodles. It segments the market geographically into major metropolitan and rural areas, demographically into those with medium to low incomes aged 18-36, and psychographically into time-pressed consumers. It targets the low to mid-end consumer market with a focus on maintaining low prices and qualitative ingredients. Gau Do positions itself as catering to medium-low income consumers with an emotional appeal message of "Connecting Love" through its slogan and flavor.

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    This document analyzes the STDP marketing strategy for Gau Do instant noodles. It segments the market geographically into major metropolitan and rural areas, demographically into those with medium to low incomes aged 18-36, and psychographically into time-pressed consumers. It targets the low to mid-end consumer market with a focus on maintaining low prices and qualitative ingredients. Gau Do positions itself as catering to medium-low income consumers with an emotional appeal message of "Connecting Love" through its slogan and flavor.

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    © All Rights Reserved
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    15 views10 pages

    Homework PMK

    Uploaded by

    Lê Hoàng Minh Anh
    This document analyzes the STDP marketing strategy for Gau Do instant noodles. It segments the market geographically into major metropolitan and rural areas, demographically into those with medium to low incomes aged 18-36, and psychographically into time-pressed consumers. It targets the low to mid-end consumer market with a focus on maintaining low prices and qualitative ingredients. Gau Do positions itself as catering to medium-low income consumers with an emotional appeal message of "Connecting Love" through its slogan and flavor.

    Copyright:

    © All Rights Reserved
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    of 10

    STDP

    ANALYSIS
    MARKETING CAMPAIGN OF GAU DO

    Group 4
    STDP ANALYSIS

    Segmentation

    TABLE OF Targeting

    CONTENTS Differentiation

    Positioning

    Reference list
    STDP
    ANALYSIS
    SEGMENTATION

    1 2 3 4
    GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL
    On major metropolitan areas. Those with medium to low Time-pressed consumers. Frequency of usage.
    Densely populated areas, income, under 10 million VND Those with a busy lifestyle. Benefit-sought: low pricing
    rural areas. per month. Financially unstable. point, variety of flavors,
    Young people, the middle- convenient, long-time
    aged period from under 18 preservation.
    years old to over 36 years Customer loyalty: Familiar
    old. taste with Vietnamese
    Families, especially those with families, packages with a
    2 to 3 generations. panda special offer.
    CHART
    ANALYSIS
    FOR SEGMENTATION

    VIETNAM'S MOST CHOSEN BRANDS 2019


    Where's GauDo in Vietnamese Market
    STDP
    ANALYSIS
    TARGETING

    1 2

    FOCUSES
    CONCENTRATED MAINLY ON THE
    (NICHE) LOW AND
    MARKETING MID-END
    CONSUMERS
    STDP
    ANALYSIS
    DIFFERENTIATION

    1 2 3

    COMMITMENT TO THE SLOGAN FLAT NOODLES,


    MAINTAINING “CONNECTING LOVE” SPECIAL FLAVOR
    LOW PRICE
    QUALITATIVE
    INGREDIENTS
    STDP
    ANALYSIS POSITIONING

    Positions itself as a product line that caters for those with medium-low income 1

    Adopted the “less for much less” value proposition 2

    Aim at the Emotional Appeal 3

    Sending the message of “Gắn kết yêu thương” (Connecting love) 4


    APPENDIX
    CHART ANALYSIS

    REVENUES OF INSTANT NOODLES MARKET SHARE BASED ON VOLUMES


    PRODUCERS IN VIETNAM OF VIETNAMESE INSTANT NOODLES
    PRODUCERS
    REFERENCES
    Doanh Nghiệp. (2020, December 9). Âm thầm “len lỏi” giữa 2 ông lớn Acecook-Masan, chủ sở hữu mì Gấu đỏ vẫn
    thu về cả nghìn tỷ lợi nhuận. Retrieved March 1, 2023, from cafef.vn website: https://cafef.vn/am-
    tham-len-loi-giua-2-ong-lon-acecook-masan-chu-so-huu-mi-gau-do-van-thu-ve-ca-nghin-ty-loi-
    nhuan-20201208180320889.chn
    News, V. (2017, December 15). Báo VietnamNet. Retrieved March 1, 2023, from VietNamNet News website:
    https://vietnamnet.vn/en/vietnam-instant-noodle-market-controlled-by-three-big-brands-
    E192272.html
    Branding, V. (2012, June 8). Mỳ Gấu Đỏ và câu chuyện Văn Hóa Trong Quảng Cáo. Retrieved March 1, 2023, from
    http://nhanhieuviet.gov.vn/vn/hoi-nhap-quoc-te/my-gau-do-va-cau-chuyen-van-hoa-trong-
    quang-cao-38025.phtml
    News, V. (2022). 'mỏ vàng' mì ăn Liền Của vn: Tăng Trưởng 20%/NĂM, Quy MÔ 8,5 tỷ Gói Cao Thứ 3 thế giới.
    Retrieved March 1, 2023, from https://vietnamnet.vn/mo-vang-mi-an-lien-cua-vn-tang-truong-20-nam-quy-
    mo-cao-thu-3-the-gioi-
    2053263.html#:~:text=Theo%20s%E1%BB%91%20li%E1%BB%87u%20t%E1%BB%AB%20b%C3%A1o,t%E1%
    BB%B7%20%C4%91%E1%BB%93ng%2C%20t%C4%83ng%2012%25.
    THANK
    YOU FOR
    LISTENING

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