SITUATION ANALYSIS REPORT

Marketing Principles - MKTG1205

Lecturer: Tuan Nguyen Dinh

Team members:
Tran Nhat Minh s3926745
Nguyen Minh Hoang s3924382
Olexandr Izovit s3927582
Pham Minh Quang s3928695
Le Minh Duc s3916564
Nguyen Minh Hung Anh s3927351

Word Count: 4940

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TABLE OF CONTENTS

I. Introduction

II. Marketing Environment

A. Micro environment

B. Macro environment

III. SWOT Analysis

IV. Customer-driven Marketing Strategy (STDP)

A. Segmentation

B. Targeting

C. Differentiation

D. Positioning

V. Conclusion

VI. References

VII. Appendices

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TASK ALLOCATION

Introduction: Le Minh Duc

Micro environment: Nguyen Minh Hung Anh

Macro environment: Nguyen Minh Hoang

SWOT: Pham Minh Quang

STDP:
 Segmentation: Olexandr Izovit + Pham Minh
Quang
 Targeting: Olexandr Izovit + Pham Minh Quang
 Differentiation: Tran Nhat Minh
 Positioning: Tran Nhat Minh

Conclusion: Tran Nhat Minh

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 I. Introduction
A. Company description
a. History

Ma San Shipping Corporation, a subsidiary of Masan Group Corporation, was founded in

November 2004. In August 2009, we formally changed our name to Ma San Group
Corporation, and on November 5, 2009, we were successfully listed on the Ho Chi Minh
Stock Exchange. In July 2015, we formally changed our name to Masan Group Corporation
to align with our corporate brand and practices. While the listed corporation was technically
constituted in 2004, Masan has been in operation as a business group since 1996, thanks to
our majority shareholder and our underlying operating businesses and their predecessor
firms.

Masan Consumer owns and maintains one of Vietnam's largest food and beverage
distribution networks. This provides a considerable competitive advantage, such as the
capacity to efficiently distribute items to customers while lowering shipping costs. This is
significant because about 70% of Vietnam's population now lives in rural areas, and the
retail business still relies heavily on traditional sales channels. Modern channel sales are still
in a state of dispersion, and the retail business as a whole is still in a state of dispersion.

We presently have 13 manufacturing units in 10 provinces around the country, including

HCM, Binh Duong, Dong Nai, Phu Quoc, Hau Giang, Binh Thuan, Ninh Thuan, Nghe An, Hai
Duong, Quang Ninh. These factories, which were located near large cities, aided us in
establishing a product network that allowed us to produce and sell items in the shortest
possible time, at the lowest possible cost, to consumers while still meeting the highest
standards of food quality and safety.

April 1, 1996: Masan has established a Company in Russia to import and trade food
products business in Eastern European market.

August 1, 2003: Industry Joint Stock Company -Technology - Trade Viet Tien merged into
Joint Stock Company Industry and Import-Export Minh Viet, the company changed its name
become a Joint Stock Company Industry - Commerce Masan (Company), with a total charter
capital of 28,500,000,000 VND.

September 29, 2010: The company increased its charter capital 1,300,000,000,000 VND.

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March 9, 2011: The company officially changed its name to Ma San Consumer Goods Joint
Stock Company

Masan was once renowned for exporting instant noodles and spices, but now it is one of the
major consumer goods producers, with leadership in a variety of industries ranging from fish
sauce, soy sauce, convenience foods, coffee, and meat products. According to a Masan
survey, 98 percent of Vietnamese homes used at least one Masan product at the end of
2016. In 2016, its net revenue was around $2 billion.
b. Mission statement
OUR PASSION
Being a source of pride for Vietnam through improving the material and spiritual lives of
Vietnamese consumers. To provide high-quality products and services to Vietnam's almost
100 million people, allowing them to get more value for money on their everyday necessities.
Being a brand that Vietnamese people admire

c. CEO
Mr. Danny Le, has been with Masan Group since 2010, and he has played a key role in
developing the Group's development strategy as well as directly managing mergers and
acquisitions (M&A) transactions, allowing Masan Group to expand and develop.

B. Product description
In recent years, people have had more choices on instant noodles. One of the most popular
ones is Omachi, which is a product from Masan Group Corporation. Omachi noodles made
from wheat and potatoes, using eggs, marinated with wonderful flavors. In terms of function,
Omachi instant noodles are an excellent alternative for busy schedules which prevent people
from cooking. Omachi noodles are voted to be 1 of the 8 most delicious noodles in VN.

Omachi potato noodle is the first instant noodle with potato fiber in Vietnam. Potatoes
contain kukoamine, which has a skin-beautifying and health-beneficial effect. Omachi
noodles are made out of thin, golden noodles that are combined with a thick sauce to create
the ultimate Omachi noodles. For users, there is a high level of food safety and hygiene.
Omachi noodles are excellent even when they aren't heated. 100% ingredients are
manufactured from fresh, natural components, include no chemicals, are free of additives
and preservatives, and meet Omachi instant noodles' requirements for providing consumers
with high quantities of starch, protein, and an ample source of energy for the body
throughout the day. The products are wrapped compactly and properly, making them easy to

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transport on a trip or picnic with friends and family. On the other hand, it saves you time and
money while shopping, allows you to keep food for your family, and makes it easier to
preserve products.

II. Marketing Environment

A. Microenvironment
a. Suppliers:

Being a part of many leading enterprises, Tien Hung JSC is also one of the largest suppliers
for Masan food company, Tien Hung ensures to provide the most up-to-date supplies.

With the success of Tien Hung JSC in 2005, they invested and started to apply technology to
their supply chain (2013), implementing flour delivery to customers using the specialized
tanker vehicles.

By using specialized tank trucks Tien Hung JSC guarantees food hygiene, safety and is
environmentally friendly

Besides Tien Hung JSC, Masan food also has long-term contracts with more than 150
suppliers ensuring stability and food quality.

b. Competitors:

Vietnam ranks third globally in instant noodles consumption in 2021 only behind China and
Indonesia, this happens as a result of the impact of Covid-19 (‘Vietnam ranks third globally
for consumption of instant noodles’ 2021).

Furthermore, the survey by Nielsen Viet Nam shows that the consumption rate of instant
noodles has remarkably increased by 67% in 2020 (About 7 billion packs of instant noodles
were consumed)

There are currently 50 domestic and foreign-owned instant noodle companies in Vietnam,
with Acecook, Masan, and Nissin food owning the top share in the market.

Direct competitors:

Omachi ranked second nationally in terms of the best-seller, holding 43% of the high-end
market (Tat Dat, 2021).

Direct competitors of Omachi can be divided into 3 groups: low, medium, and high price.
Omachi is the most expensive instant noodles brand as the price can come up to 8.000VND
per packet. Gau Do. Miliket and Hao Hao are considered low price brands since their price
ranges from 3.000 to less than 5.000 VND. Despite being considered a low-price brand, Hao
Hao is a leading instant noodles brand, making it a strong competitor for Omachi.

Indirect competitors:

Omachi is known as a second-most purchased instant noodles brand, however, being

overpriced and unhealthy seem to make Omachi’s popularity slowly decline. With the growth
of the economy and people’s income, nowadays people tend to seek many choices that are
healthier, environmentally friendly, less oil than instant noodles, for example, whole wheat
noodles, brown rice noodles, pasta, etc,

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Such products are overshadowing instant noodles in the market. Moreover, the development
of technology helps noodles brands around the globe easily distributed to the market, it gives
people the opportunity to try out a variety of instant food such as instant rice, self-heating hot
pot, etc, therefore, put Omachi instant noodles at risk

c. Marketing intermediaries:

Reseller:

As a store-bought brand, Omachi has always relied strongly on supermarkets, convenience

stores, and traditional stores to approach as many consumers as possible.

Moreover, with advanced technology, online shipping is available to consumers, therefore it

fulfills consumers’ demands of food quickly and is reliable, especially when the Covid-19
pandemic is still around.

Marketing service agencies:

In 2007 Masan released Omachi instant noodles, after that Masan constantly advertised
their product, which helped Omachi quickly surpass many other instant noodles brands
(Tran Vu Nghi, Hong Quy, and Nguyen Binh, 2014). Masan’s annual report shows that in
2013, Masan’s marketing expenses reached 279 billion VND, which resulted in Masan
becoming the company that had invested the most in marketing.

d. Customers:

Consumers market:

Despite being late to the market, Masan knows their consumers’ opinions, habits and
behavior therefore, Omachi managed to work their way up to the second most purchased
instant noodle brand, only behind Hao Hao.

Omachi is the star of Masan Group, Masan’s annual report shows that Masan’s profit
reaches 6.900 billion VND in 2020, while, number of Omachi instant noodles sales rose to
32% compared to 2019 (Hoang Minh, 2021).

It’s easy to see how much Omachi satisfied Masan’s consumers, therefore, making Omachi
an honorable brand in the Viet Nam market.

International market:

Not only in Viet Nam, but Masan’s ambition also reaches the international market, Masan’s
instant noodles are consumed in many countries, including, Russia, Australia, Czech,
Canada, France, etc.

Masan ensures food hygiene, quality, and safety strictly before exporting, therefore, Masan
gains the trust of international consumers and builds a stellar business reputation in the
international market.

Reseller market:

Masan has a variety of methods to deliver their products to the consumers, their main
method is to distribute their products to supermarkets, convenience stores, traditional stores,
and let consumers purchase those items directly.

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Moreover, with the rise of online shopping trends, consumers can buy Omachi instant
noodles online via apps such as Tiki, Lazada, Sendo, Shopee, etc. Online shopping
applications promise safe, quick, trustworthy online shipping.

e. General public:

Since the beginning of the Covid-19 outbreak, Masan supplies essential items such as rice,
noodles, soy sauce, fish sauce, beverages, pork, chicken, eggs, vegetables, and others to
the market every day (“Despite Covid hurdles, businesses strive to sustain production,
supply of essential goods'', 2021). Thanks to well-managed anti-pandemic work and
vaccination of employees, Masan's factories and supermarkets have remained open. All its
factories, supermarkets, stores, and offices strictly follow the 5K message, the company also
regularly organizes COVID-19 testing for certain of its departments (“Despite Covid hurdles,
businesses strive to sustain production, supply of essential goods”, 2021).

Moreover, from 2020 to now Masan has contributed more than 270 billion VND to assist the
public and frontline workers fight Covid-19 (“Despite Covid hurdles, businesses strive to
sustain production, supply of essential goods”, 2021). In addition, Masan donated 16 billion
VND worth of medical equipment and essential items to border guard police forces and
hospitals, they also contributed 60 billion VND to the Government’s vaccine fund (“Despite
Covid hurdles, businesses strive to sustain production, supply of essential goods”, 2021).

B. Macro environment

a. DEMOGRAPHIC
Demographic factors such as population, age, and gender play a vital role in customer
behavior. Recently, the Vietnamese population has increased to nearly 97 million people in
2021 (Population of Vietnam, 2020). Moreover, most Vietnamese citizens are laborers and
the average monthly salary was about 6 million VND (Nguyen 2021)) and the median age
was about 30.5 years old (Vân 2020). Because of the age and also the salary, Omachi
instant noodles play an important role in their daily life. According to the World Instant
Noodles Association (WINA), Vietnam placed third in instant noodles usage, with 7.03 billion
packages consumed in 2020 (vietnamplus.vn). Additionally, Omachi has made a name for
themselves when selling noodle products for working people.
In addition, nowadays Vietnamese residents tend to work about 42 hours per week on
average (Nguyen 2020), and they spend most of their time in the workplace. Due to the
given figure, Vietnamese workers always use instant noodles especially Omachi to save
time. Understanding the potential of customers from the age of 24-30, MASAN has launched
products to help consumers save time and money and bring consumers high product values
at an affordable price, and so Omachi noodles have gradually become popular and
accessible in people's daily life.

b. ECONOMIC
According to Trading Economic worldwide macroeconomic models and analysts, Viet Nam's
GDP per capita is predicted to reach 6 million VND by the end of 2020 (baotintuc.vn 2021).
In fact, The epidemic has significantly reduced Vietnam's economy by 7.3% in the same
period. Because of the epidemic, people did not have any extra income, and so Vietnamese
citizens had to buy a lot of instant food such as instant noodles in case the worst scenario
happened. Then, the trend of buying instant noodles has brought a huge profit to Omachi.
To be specific, In 2020, Vietnam consumed more than 7 billion packages of noodles, rising
nearly 30 percent over the previous year (VCCorp.vn 2021). In other words, people tend to

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buy a huge amount of instant noodles, then it inadvertently makes the MASAN company
more likely to develop more of their products and that is a good opportunity for the company
to concentrate on the Omachi brand.

c. POLITICAL
For international enterprises, Vietnam’s policy of developing an industrialized and
modernized economic system. Moreover, the political factor in Vietnam is not as strict as
other developing countries, so it attracts many investors from different countries. In the 21st
century, Vietnam is already one of the important members of the world economic
organizations such as Asia-Pacific Economic Cooperation (APEC), World Trade
Organization (WTO), etc… (Error 2021). During the covid-19 pandemic, The government
has urged enterprises to actively construct a synchronized mechanism for managing the
market economy, as well as to stimulate the formation and development of new businesses
(chinhphu.vn). These policies have partly helped to relieve the economic problems of the
country and this is a good opportunity for MASAN to gain consumers’ interest.

d. TECHNOLOGY
We are living in a civilized and modern society, the era of technology 4.0. In terms of the
high technology century, we can easily use the internet for entertainment and also for
business. The marketing strategies are now transforming from traditional to modern. For
instance, Vietnam's population is about 95 million people and most of them can use the
internet at the age of 18 and up (mạng xã hội và báo chí 2011). It is fairly simple for any
company to reach its customers by incorporating the latest science and technology into its
advertising plan. Currently, there are many e-commerce platforms such as Lazada, Tiki, Shopee,
etc. However, MASAN also uses TV shows to advertise its product. In addition, When
cooperating with Lazada, Masan's goods will reach 20,000 customers of this e-commerce site
(ONLINE, TT 2021), so a large number of products reach consumers easily and conveniently.
Offline marketing for instant noodle goods is limited because it cannot demonstrate originality for
excellent flavor. However, Omachi is highly astute when it comes to delving into this
understanding with Instant Noodles. This draws viewers and builds trust by allowing them to
sample the product's exquisite flavor (10+ Mẫu TVC quảng cáo Mì ăn liền hay nhất 2020).

e. CULTURAL
According to a recent survey by the Appota CoVietnamese individuals spend the most time
online watching advertising, at 19 seconds, compared to the global average of 8-9 seconds
(Nguyen 2019). This positively affected Omachi as they usually introduced their goods with
eye-catching images and also they said that the potato noodles are a well-known highlight,
as they are hot-free, beautifying the skin and enhancing health (vnlogic.blogspot.com).
Understanding the market, MASAN has succeeded in delivering a welcome change into the
tumultuous environment. Moreover, Instant noodles have been introduced to the Vietnamese
market for a long time and gradually become popular, it can be considered a type of
domestic culture with a variety of choices. In the same way, Omachi noodles also have spicy
and sour shrimp, which is the taste of spring noodles of many people, contributing to shaping
the Vietnamese taste for instant noodles (VCCorp.vn 2021). Furthermore, Vietnam is facing
the covid pandemic for 2 years and instant noodles are always the top priority food for
consumers, which could positively affect the MASAN with their instant noodle product.

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III. SWOT Analysis
a. SWOT Analysis

STRENGTHS WEAKNESS

● Omachi is owned by one of the ● Omachi’s price is higher than the

largest companies in the instant common ground
noodle industry which is Masan ● Advertisements caused skeptics and
Consumer, accounting for 75% of bad images for business among
the market share nationwide. customers since claiming Omachi’s
● Omachi is well-known for being the noodles are made of potato without
first brand that created an instant announcing the percentage of potato
noodle that is made from potato. in the noodle.
This signature product has handled ● The packaging design and identity
the consumer’s fear about eating did not match with the quality of the
instant noodles. products.
● According to Masan Group, Masan ● Too many products are launched in
Consumer is considered as one of many different areas, which will not
the largest local diversified FMCG maximize the potential of their main
companies. Moreover, Masan products
manufactures and distributes a huge
range of product-wise such as
beverage, soya sauce, fish sauce,
seasoning, chili sauce, instant
noodles, and
etc.(masangroup.com)
● Masan Consumer has a wide
network of distributors nationwide
which helps them increase the
products accessibility.
● Omachi has advanced technology
that comes from Japan to ensure the
product’s quality.
● Masan Consumer is a multi-
professions that has a company’s
charter capital that is up to
1,300,000,000,000 VND.

OPPORTUNITIES THREATS

● Due to people's craving, the amount ● Many competitors in the instant

of consumers has risen noodle’s industry such as: Hao Hao,
tremendously by 32% since 2019. Gau Do, and etc.
● Advertising fees are getting
● According to VN Express, Instant expensive, which create a huge
noodles consumption has grown by pressure on the company.
67% due to the coronavirus
pandemic. (Dat, N 2020), (Figure 6)

● With the growth of E-commerce

markets, it will play a pivotal role in
order to help Omachi reach out to
more customers and increase the
growth of consumption. Moreover,

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 when cooperating with Lazada,
Masan’s goods had reached 20,000
customers of this E-commerce site
(tuoitre.vn), which means products
will reach consumers easier and
more conveniently.

● Since Vietnam joined WTO(2007),

this brings opportunities for Vietnam
to have access to the foreign
markets, especially for Masan
Consumer Corporation.

● Majority of Masan Consumer’s

products are essential consumer
goods, so there will be many groups
of potential customers and more
opportunities to expand their market
share.

● Customers begin to have more

concerns and worries while
choosing products that is good for
their health

IV. Customer-driven Marketing Strategy (STDP)

A. Segmentation

Segmentation Demographic Psychographic Behavioral Geographi

c

Young Adults Age: 18-25, any Social Class:Working Loyalty-User Region:

gender, single class, low to middle status: Regular South-east
or no children, class. occasion, loyal, Asia, rural
college students positive attitude, and
Personality traits: economy benefits, suburban,
Marriage optimistic, value informed readiness. any climate
Status: Single freedom, Naive,
Highly agreeable, Benefit sought:
Occupation: Compassionate, ● Fast and
Students, sophisticated, convenient
farmers, independent. meal to get
workers on work or
Lifestyle: active studies
Income: No consumer, modern, ● Available at
income or 10- busy with studies, places that
20m VND per working, concerned are near to
month over prices, prefer fast their houses

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 food over healthy food so they can
Education: because of the cheap buy it
education / prices, bad at time whenever
Bachelor/ management, spend they want
College degree, most of the time on ● Product price
Master degree social media, prefer to is prioritized
stay in the comfort over the
zone, adaptable to price
changes, dedicated to ● High-quality
work ● Time-saving

Seniors Age: 50-65, any Social Class:High low Loyalty-User Region:

male, family class to high middle status: Light users, Asia, rural,
size 4-5, class, quality benefits, any climate,
strong loyalty.
Marriage Personality traits:
Status: Married, Good Self-Esteem & Benefit sought:
have children Stubbornness ● Have
,family-oriented, something to
Income: 5-10m practical conventional, eat when
VND per month conservative, nothing is
for farmers and generous, self- ready for
workers / 15- disciplined, introverted them.
25m VND per ● Available at
month for the Lifestyle: busy, places that
rest of the list modern, prioritizing are near to
product’s quality, their houses
occupation: concern about health so they can
Business and environment, buy it
owners, settling in work and whenever
managers, family, Conscious they want
directors, white- about the weight, Quit ● Fast and
collar workers, most of all bad habits convenient
farmers, such as smoking, meal to get
workers drinking beers, wines, to work or
High-level etc. compare brands tasks.
government before buying, ● High-quality
officials, nurses, purchase at traditional ● Time-saving
real estate channels
agents, or could
be
retired.

Adults Age: 25-40, any Social Class:Working Loyalty-User Region:

gender, family class, middle class, status: Dense
size 2-3, Convenience and cities like
Personality traits: quality, light- user, HCM, any
Marriage career-oriented, medium loyalty, climate,
Status: Could optimistic, value enthusiastic attitude,
be married or freedom, greater potential users,
single intimacy skills,
sophisticated, Benefit sought:
occupation: independent. ● Product

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 office workers; price is
retailers, Lifestyle:compulsive, prioritized
business party people, active over the
owners, consumer, modern, price.
entrepreneurs, concern over prices, ● Fast and
managers, prioritize product’s convenient
director, white- quality, concern about meal to get
collar workers, health and back to work.
farmers, environment, settle in ● Available at
workers work and family, Want places that
to balance out are near to
income:5-10m between life and work, their houses
VND per month Always on the lookout so they can
for farmers and for a better job buy it
workers / 20- position, Challenges whenever
30m VND per seeker, Like to play they want
month for the sports, attend events, ● High-quality
rest of the list parties, and meeting ● Time-saving
up with new people,
Education: no adaptable to changes,
education / dedicated to work.
Bachelor/
College degree,
Master degree

Children Age: 5-14, any Social Class: Can’t Loyalty-User Region:

gender, no be determined status: Regular Rural,
education or K- Personality traits: occasion, quality dense
12 students, optimistic, childish, and speed, potential Asian cities,
high lower class Careless, Curious, & regular users,
to low high Still learning basic positive attitude
class, social skills, image,
Income: no color-driven Benefit sought:
income, mostly ● Have
depend on their Lifestyle: Easily get something to
parent emotional, lazy, busy eat when
with school, love to nothing is
eat fast food, ready for
Financially dependent them.
on parents, Sleep and ● Easy to eat
learn for most of the ● Time-saving
day. ● Healthy
convenient
food
● Available at
places that
are near to
their houses
so they can
buy it
whenever
they want.
● high-quality

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 B. Targeting
Omachi has quickly adapted with the differentiated targeting strategy by recognizing
the needs from their customers and offering a huge product-wise to them based on their
preferences, demands, and lifestyles. Omachi provides a variety of instant noodle’s products
from normal packaging noodles to cup noodles or even noodles with the actual meat inside.
For upper-class people, they could seek quality and high-end products as a meal such as
cup noodles or noodles with real meat inside. Meanwhile, for low and middle class people,
they could choose packaging noodles since they are affordable, but still offer them the
noodle's flavor-wise.

Instant noodle has always been considered a cheap and quick alternative to a meal.
However, according to masangroup.com, Omachi’s target group is premium high-end users,
since they hold a supreme position in the high-end instant noodle market. Omachi’s targeting
segment are adults because they make a decent amount of salary. Especially for Adults and
Young Adults, they are known as the largest consumers segment in terms of age, lifestyle,
and with strong buying power that comes from rapidly rising income (Euromonitor
International 2021). In Vietnam, adults have a solid demand for high-quality, flavor-wise and
affordable prices from instant noodles as a meal. Omachi quickly realized the customer’s
demand, as they prioritize premium quality, variety of flavors and provide convenience over
prices. However, due to the pandenomy taking a toll. This will most likely lead to a decrease
in price of Omachi in order to target a different group like young adults. If this segment is
fully and successfully captivated, it will be a tremendously beneficial for Omachi in the future

C. Differentiation
1. Image differentiation
Masan really knows how to make their products look noticeable. Omachi features a really
simple logo by using a red font in a black background, but the color red is known for
attracting attention and stimulating hunger, while black illustrates the luxury (Davis, C 2015).
In addition, the five stars at the end of the logo also shows that Omachi can deliver the best
quality that a customer can ask for (figure 5). From the beginning, Masan has announced
Omachi as a premium product with being the first instant noodle made of real potatoes, so
the logo has really highlighted the statement that Omachi wants to fulfill.
.
Masan also promotes their brand very well by using advertisements collaborating with
celebrities, namely My Linh, Ngoc Trinh, Chau Bui, Bich Phuong, Amee, etc (Thu Trang
2021). They invest a lot of resources in marketing, and with the message “made from potato
fiber, very delicious without fear of inner heat” that they really emphasize in most of their
commercials, Masan has successfully targeted the consumer’s fear and made them feel
more comfortable when eating a noodle bowl from Omachi (VCCorp.vn 2016).

2. Product differentiation
Omachi can really stand out from other competitors because it offers a variety of flavors and
products. From noodle soup to dried noodles, Omachi can provide different tastes to satisfy
each customer’s palate. Its signature flavours are Omachi Pork Rib, Tomyam, Pawn and
Crab, Beef Stew and Beef Spaghetti.

Masan also produces a cup version for each flavour to make it more convenient and fit, and
the Business Class version has really stood out when it offers 5 meatballs in a single cup
(Hong, TH 2019). Furthermore, the special thing that only Omachi has is the quality of its
noodles, which are made of potato fibers. This creates a unique taste in the noodles;
therefore, the customers can distinguish Omachi from other brands.

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Last but not least, Masan has shown that they really care about the healthiness in their
product. The components of potato in Omachi have several benefits for the consumer,
namely beautifying skin, removing under-eye circles, and helping with sleep. Furthermore,
they even use a special frying technology to make sure the noodles of Omachi are cooked
perfectly without getting burned, which can be very harmful to people’s health (Lan, TP
2020).

D. Positioning
Before buying a product, the three factors that can influence consumers' behavior are: price,
brand, and customer perception of the product. Therefore, the elements that can illustrate
the position of Omachi in the market are nutritional value and market influence.

1. Positioning map
Strong market
influence

Low High
nutritional nutritional
value value

Weak market
influence

Market influence: As can be seen from the figure, Hao Hao is still dominating this field,
while 3 Mien and Miliket still need time to find their way back to the market. In the past few
years, Masan has done a lot of Marketing through various social media platforms and TV
commercials. Therefore, Omachi can reach out to many people across the country and
overcome many long-standing competitors. In addition, with the advantage of many other
products from Masan that were already popular, namely Chinsu chili sauce, or Nam Ngu fish
sauce, Omachi gained significant attention from the customers in the market when it came
out. From 2019 to 2020, the sales of Omachi climbed to 32 percent, and the brand has a 45
percent market share in the high-end market. In the supermarkets, Omachi was the best-
selling noodle brand (VnExpress 2021).

Nutritional value: Although Omachi is expensive compared to other brands, it has a great
nutritional value. With the noodles made from potatoes, Omachi can offer up to 367,2 kcal of
energy and 7.6 grams of protein. Moreover, when eating noodles from Omachi, consumers
will not have to worry about acne or obesity because Omachi has assured there is no inner
heat, and the calories in 1 pack is only equal to a snack (Lan, TP 2020).

On the other hand, its most competitive opponent Hao Hao is being withdrawn from Ireland
and other countries in the EU (European Union) due to concerns over food safety. To be
specific, Hao Hao contains a chemical component called ethylene oxide, which does not

15
give an immediate danger to the user, but it can cause long-term health issues (VnExpress,
Thu & Ha 2021).

3 Mien has Vitamin B or Vitamax that help boost the metabolism. Overall, the product from
Uniben still provides enough needed energy to the consumers. In contrast, Miliket has a little
amount of nutrition, since all it offers in the package is noodles and some plain salt.

2. Value proposition
Omachi has successfully applied the “More for more” proposition strategy in its campaign.
Although it has a higher price than most competitors, Omachi can provide dedication and
significant values in return. Premium quality products, the sacrifice of short-term benefits to
focus resources on long-term sustainable growth, as well as an ambitious marketing
campaign all contributed to Omachi's aspiration of becoming the leading company in the
instant noodle industry in Vietnam (Thu Trang 2021).

V. Conclusion
To conclude, in this moderately evolving and competitive instant noodle industry, Omachi
has consistently accomplished in supplying one of the highest-quality and most well-known
products to Vietnamese customers. Furthermore, the advanced technology and large-scale
marketing operation has shown that Omachi has the potential to become the leading
company in Vietnam. However, success is a long road, and it is paved with challenges and
obstacles. Hao Hao from Acecook is currently the biggest opponent of Omachi, since it has
maintained its position for a long period of time. In addition, the packaging design of Omachi
is too simple, and it does not match with the quality inside the pack. Omachi should focus on
refining its representation and making it look more unique and elegant, so consumers can
verify the sophistication in Omachi noodles just by the look of the package. A huge company
like Masan should also pay attention to the environment and social aspects because they
are the critical issues nowadays, and consumers would really want to buy products that are
eco-friendly. Ultimately, Omachi has to keep its own precious value to continue satisfying the
customers’ needs and moving forward to the sustainability in business.

VI. Reference

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VII. Appendices

Figure 1: Masan Consumer’s revenue in the last 6 years by Tran Anh, 2021
https://theleader.vn/qua-ngot-tu-chien-luoc-cao-cap-hoa-san-pham-cua-masan-
consumer-1612154373963.htm

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Figure 2: Vietnam’s instant noodles consumption through years by Nguyen
Trung,2020
https://readtoolead.com/vietnam-remains-a-top-five-instant-noodles-consumer/

Figure 3: Highest Instant noodles consumption countries in 2019 by Nguyen

Trung,2020
https://readtoolead.com/vietnam-remains-a-top-five-instant-noodles-consumer/

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 Figure 4: Instant noodle store share in Vietnam
https://www.slideshare.net/asiaplus_inc/survey-instant-noodle-store-share-in-vietnam

Figure 5: Logo of Omachi

https://www.masanvui.vn/

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 Figure 6. Consumer goods: growth rate by category by VN Express, 2020
https://e.vnexpress.net/news/business/data-speaks/instant-noodle-demand-boils-over-as-
coronavirus-stirs-fear-4064688.html

Figure 7: Coronavirus impact on Vietnamese consumers by VN Express, 2020

https://e.vnexpress.net/news/business/data-speaks/instant-noodle-demand-boils-over-as-
coronavirus-stirs-fear-4064688.html

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