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10210060 MPP A2 - Full assignment 2

Innovation and Commercialization (Đại học Kinh tế Quốc dân)

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TABLE OF CONTENNTS

A. INTRODUCTION............................................................................................................................... 3
B. BODY................................................................................................................................................ 3
Task 1: Marketing plan.................................................................................................................... 3
I. Executive Summary...................................................................................................................... 3
II. Current Marketing Situation Analysis.......................................................................................3
1. Background information......................................................................................................... 3
2. Acecook’s new product line.................................................................................................... 3
3. Macro environment.................................................................................................................. 4
4. Market analysis........................................................................................................................ 5
5. Competitors.............................................................................................................................. 5
6. Acecook Company................................................................................................................... 6
III. SWOT analysis............................................................................................................................ 6
1. Strength.................................................................................................................................... 6
2. Weakness................................................................................................................................. 7
3. Opportunity.............................................................................................................................. 7
4. Threat........................................................................................................................................ 7
IV. Marketing objectives.................................................................................................................. 7
1. Company goals........................................................................................................................ 7
2. Marketing objectives............................................................................................................... 7
V. Marketing Strategy...................................................................................................................... 9
1. Segmentation........................................................................................................................... 9
2. Targeting................................................................................................................................. 10
3. Positioning map..................................................................................................................... 10
4. Marketing Mix......................................................................................................................... 11
VI. Action Program......................................................................................................................... 12
VII. Budget...................................................................................................................................... 14
VIII. Control..................................................................................................................................... 15
Task 2: Media plan......................................................................................................................... 16
I. Objectives.................................................................................................................................... 16
II. Target audience.......................................................................................................................... 17
III. Communication channels, Contents and Budgets................................................................18
IV. Timeline..................................................................................................................................... 21
V. Control........................................................................................................................................ 22
C. CONCLUSION................................................................................................................................ 22
REFERENCES.................................................................................................................................... 23

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A. INTRODUCTION
This article addresses the media plan and marketing strategy for the healthy food product
range offered by Acecook.

B. BODY
Task 1: Marketing plan
I. Executive Summary
Acecook Vietnam opened in 1995. Acecook Vietnam is recognized as the premier quick food
company in Vietnam by agencies, the media, and customers (Anon, 2019). The vision of
Acecook aspires to be Vietnam's best food maker with globalization-ready management.
Acecook Vietnam's 51.5% market share is the result of its long-standing market presence
and product diversification strategy (VnExpress, 2019). Acecook's mission in the Vietnamese
instant noodle sector is to provide health-safety-peace of mind. Acecook opened 11 new
factories in Vietnam utilizing Japanese technology.
Acecook develops a range of low-calorie and low-fat noodles that appeal to the majority of
city people' preferences as their knowledge of healthy eating grows. The Marketing
department of Acecook developed a promotion strategy to ensure that the product marketing
goes according to schedule. The plan comprises an analysis of the retail market for healthy
noodle products as well as the identification of its strengths and potential in order to develop
the most effective marketing approach. In addition, the plan contains the action plan, budget,
and control measures for Acecook (Acecook, 2021).

II. Current Marketing Situation Analysis

1. Background information
When individuals are confined to their homes owing of the Covid-19 outbreak, consumer
health is a key focus. People are becoming increasingly concerned with health and healthy
goods. Acecook rapidly comprehended this customer's preferences, therefore it developed a
new noodle product with nutritious components to fulfill consumer demands. With this new
product range, Acecook has attracted prospective clients.

2. Acecook’s new product line

As a result of the Covid epidemic, individuals are more worried about their own and their
families' health at a moment of stress. Regarding dry goods, the market does not provide a
great deal of ready-made items with a high nutrient and component content. Realizing this,
Acecook has investigated and introduced a new product line: noodles are baked rather than

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fried, decreasing calories and fat and making them acceptable for consumers who must use
healthy product lines.

3. Macro environment
3.1 Political factor
Vietnam's political stability and growth policies provide investors with an overview of the
market and stimulate firm output (cite). This is a huge advantage for manufacturers such as
Acecook, allowing them to increase production and business and increase their market
share for new noodle products.

3.2 Economic factor

Vietnam's economy has steadily risen in recent years. Fourth-quarter GDP growth in 2021
was 5.22% higher than the same period in 2020, while CPI rose 1.84% (Chien, 2021). With
the National Assembly's ratification of the socio-economic development plan in 2022, a 6-6.5
% rise in GDP and CPI is planned. The CPI is 4%. (Chien and Duan, 2021). High economic
growth raises per capita income, which increases living quality. Humans' living and eating
needs have risen. Acecook's nutritious noodle product is a plus.

3.3 Social factor

Modern life's frantic pace is the primary and most significant factor influencing the
Vietnamese population's desire for quick-use items. As people's schedules get more hectic,
the demand for these convenience meals rises. However, they are also interested in healthy
items for their own well-being. Acecook is creating a range of baked, rather than fried,
noodle products. When Acecook releases a new noodle product aimed at people with a
healthy lifestyle, this is advantageous.

3.4 Technology factor

The rapid development of the media in Vietnam has made it easier for firms to market the
image of their goods to customers via Internet advertising and other channels. Internet,
television, and advertising programs Vina Acecook has conducted a rather effective
communication effort, spending in media to promote the brand's image and advantages.
Taking advantage of the 2018 football storm, Acecook aired six consecutive TVCs titled
"From Vietnam to the globe" in the middle of 2018 and the beginning of 2019 as part of one
of its most successful marketing efforts (Nien, 2018).

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4. Market analysis
Vietnam is the nation with the third highest demand for instant noodles in the world,
according to the World Instant Noodles Association (WINA). According to a report conducted
by market research company Nielsen Vietnam, Vietnam's overall consumption of instant
noodles would exceed 7 billion packets in 2020, a 67% rise. The onset of the Covid-19
disease has kept individuals confined to their homes, thus they prefer to stockpile dry food
for an extended period of time.

Global demand for instant noodles in the period 2016 – 2020

Source: Vietdata, 2021
Acecook controls 50% of the local instant noodle market and 43% of the national market.
Acecook sells 3 billion packages of Hao Hao instant noodles annually. Hao Hao instant
noodles account for 60% of Acecook's sales. Acecook Vietnam is one of Asia's 11 largest
instant noodle makers, according to Facts & Figures. Acecook's sales grew 8.2% annually
from 2017 to 2020. Acecook's 2020 gross profit margin will be 33.6%, which is strong for the
industry. (2017)

5. Competitors
The instant noodle industry is the most dynamic and competitive among FMCG markets.
There are over 50 firms now making instant noodles, including local and international
businesses (Vietdata, 2021). Acecook's primary rivals on the market are Masan and Asia
Food; together, these three companies account for 80% of the instant noodle industry.
(Đông, 2021)

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6. Acecook Company

Acecook is a well-known distributor of quick foods in Vietnam, beloved by many. According

to Acecook's sales figures, packaged noodle goods such as Hao Hao noodles have a
significant market share (60% of sales) and will continue to have a large market share in the
future. Mixed dishes are also a sort of product, despite the fact that their market share is still
limited. However, their development potential is significant, since the culinary culture of
China and Korea tends to flourish in Vietnam. This segment represents 27% of Acecook's
overall revenue. Box noodles cannot be compared to quick noodles but are nonetheless
categorized as cash cows due to their sustainability despite their poor growth potential (23%
of sales). In general, Acecook's goods will continue to be sold, thus no items will be added to
the Dog category.

III. SWOT analysis

1. Strength
Acecook is a manufacturer with a strong brand recognition; around 60% of Vietnamese
people utilize the company's goods. Hao Hao is a well-known and widely used product. The
goods of Acecook are made in accordance with Japanese technical standards;
consequently, they are convenient and safe. Additionally, Acecook is recognized for its
numerous appealing promos. A such example is the partnership with Saigontourist Travel
Service One Member Limited Liability Company to offer 15 first prizes consisting of gift
certificates for any trip with a total value of VND 100,000,000. The price of Acecook's

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products has the same price range from 4,000 to 11,000, suitable for the income of many
people. (Chien, 2021)

2. Weakness
In the era of information technology advancement, customers' buying preferences are
progressively migrating to e-commerce sites like Shopee, Lazada, and... However, Acecook
has only supplied via stores and not directly on exchanges. On this internet selling platform,
rivals such as Vifon have a direct distribution route. Another issue of Acecook is that the
company's product packaging remains unchanged for many years. This is damaging to the
firm, since noodles brands such as Masan and Asia Food are steadily encouraging the
creation of customer-attractive product packaging. (Nien, 2018)

3. Opportunity
People often buy in convenience supermarkets and stores. Acecook has a chance if its
products are widely sold. Instant noodle consumption in Vietnam is huge. Vietnam has 50
instant noodle enterprises with a 20 to 25% growth rate and 7 billion packets produced. At
the same time, people began to prioritize their health. Acecook may advertise new baked
noodle products to consumers since they are reduced in calories and fat, in line with
consumer expectations.

4. Threat
In order to increase market share, competitors often use novel advertising strategies. There
is intense rivalry as an increasing number of businesses join the industry. Furthermore,
Vietnam is a prospective market for instant noodle manufacturing and trade, therefore many
enterprises want to join it. This makes the instant noodle industry more competitive than
ever.

IV. Marketing objectives

1. Company goals
Acecook will release a nutritious product. Baked items are nutrient-rich and lower in calories
and fat than fried ones. Acecook's new product development aims to fulfill requirements and
protect customer health.

2. Marketing objectives
Objective 1: Increased the number of people visiting Ace cook’s manufacture to 1000
within 2 months, from 01/07/2022 to 01/09/2022
Specific Measurable Achievable Relevant Time-bond

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Increased the The total Vietnamese Everyone is Acecook will

number of number of nowadays interested in the reach this target
people visiting customers increasingly ingredients in within 2
Ace cook’s visiting Acecook express interest the food they months, from
manufacture to is 1000, in health and eat, so when it 01/07/2022 to
1000 within 2 calculated by ingredients in is announced 01/09/2022
months the number of the food they that Acecook is
customers eat. Acecook organizing a
checked in the will market to factory tour,
Ace cool’s customers by they will be
manufacture announcing curious and go
their check it out.
manufacture
through social
networks and
their website.

Objective 2: The company generated 175,000,000VND in revenue within 2 months,

from 01/07/2022 to 01/09/2022.
Specific Measurable Achievable Relevant Time-bond
Within two Acecook's total With a large When Acecookwill
months, revenue is VND number of customers are accomplish this
generated VND 175,000,000, people living informed about goal within 2
175,000,000VN determined by in cities, there new products, months, from
D in profit summing up is a high they often have 01/07/2022 -
retailers' total demand for the habit of 01/09/2022.
revenue. safe and buying together
healthy foods, with their
Acecook can previous
achieve VND purchases of
175,000,000 Acecook
in revenue products.
within 2
months, from
01/07/2022 to
01/09/2022.
V. Marketing Strategy
1. Segmentation

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Segment Demographics Psychographics Geographic

Teenagers Age: 15 - 24 Lifestyle: occupied Vietnam's urban

Gender: all Personality: agile, areas
Income: no income flexible
or low income Interests: interested
Education: high in products with
schools, college and convenience and
university student speed

Adult Age: 30 - 50 Lifestyle: occupied, Vietnam's urban

Gender: all imaginative, areas
Marital status: adaptable, and
single, married and health-conscious
unmarried Personality: self
control, considerate,
and independent
Interests: interested
in products that are
good for health and
trusted by many
people

Middle-aged people Age: 50 - 70 Lifestyle: occupied Vietnam's urban

Gender: all and health- areas
Income: Medium to conscious
high Personality:
generous, calm,
loving, and joyful
Interests: interested
in products that are
good for health and
trusted by many
people

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2. Targeting
Concentrated marketing targets a certain market segment (Kotler and Armstrong, 2017).
Acecook will concentrate on promoting organic vegetable noodles in Vietnam's large cities
for two reasons. First, city dwellers are often too busy to cook meals. Their monthly salary is
about 15,000,000 VND, enough to dine out often. Organic instant noodles fulfill convenience
and health standards. Second, urban inhabitants are 30% more worried about their daily
food consumption than rural residents (Boya et al., 2012).
Acecook can realize its goal and purpose with a focused marketing plan.

3. Positioning map

Acecook aspires to supply clients with culinary items of superior quality that promote their
health, safety, and tranquility. The newly introduced healthy noodle product range is
designed for health-conscious consumers. All of Acecook's rivals produce noodle products
that are suited for clients that prioritize health and safety. Masan is expensive and of good
quality, but Vifon and Miliket are inexpensive and of comparable quality. Acecook offers
inexpensive, high-quality products.

4. Marketing Mix
4.1 Product
Because the noodles are baked rather than fried, the new product will be considered a
healthier alternative. The new noodle product will be consistent with the brand's values and
positioning, while catering to health-conscious consumers. Vitamins B1, B2, and B6 are
abundant in a packet of noodles that contains this nutrient-rich product. The net weight per

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package of the product is 75 grams. The product's design is simple, yet it is nevertheless
eye-catching and consistent with the Acecook brand. The products are wrapped in
biodegradable and environmentally friendly paper bags.

4.2 Price
With the newly introduced product range, Acecook adopts a cost-plus pricing strategy that
focuses only on the cost of production. The price of a 75g box of noodles produced by the
company is 3,000 VND, and the company desires a 3,000 VND profit. Therefore, the firm will
charge 6,000 VND for one package of noodles with a net weight of 75 grams.

4.3 Place
The new noodle product is a consumer product for the food and beverage business, thus
attention must be paid to the national marketing and distribution system. First, Acecook must
implement a new noodle distribution plan for big supermarkets like Aeon Mall and Mega
Market, as well as smaller supermarkets and convenience shops like Winmart and Circle K.
Important for marketing Acecook's image and new noodle products to customers are shops.
In addition, Acecook may launch new noodle products through e-commerce platforms such
Shopee, Lazada, and... This is a possible future distribution method for long-term growth.

4.4 Promotion
Acecook must design and produce banners to market the new noodle product in strongly
crowded areas. Billboards at the city's hub. Acecook must also market the new product with
a promotional video. It's shown on VTV1, VTV3, HTV7, and HTV9 and promoted on Youtube
and TikTok. Acecook engages KOLs in the food field who are popular with young people to
sell the new noodle product to improve brand awareness.

4.5 People
Acecook selects workers who are extremely adept of assessing market tactics and
consumer preferences, and who are able to develop effective marketing plans. Acecook
should teach staff in areas with tight ties to one another, such as marketing and sales.

4.6 Process
Production → Transport → Packing → Display at a retailer → Customers buy → Customer
comments and enhancement

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4.7 Physical evidence

In Acecook's distribution channels, the company's new noodle products must be displayed
near the checkout counter, at eye level of customers, so that they are readily accessible.
Additionally, during holidays, when consumer shopping demand is strong, new noodle items
are packed and styled in accordance with the holiday's theme.

VI. Action Program

7Ps Action Goal Personnel in Deadline

charge

Production: Offer many IT department

Production on attractive
advanced lines with options for
technologies from customers
Japan
Products with many
flavors are committed
to no preservatives, no
coloring, product colors Complete in
Product are produced from 01/06/2022 -
vegetables, tubers and 10/06/2022
fruits.

Packaging design: Bring high Manufacturing

Simply designed with brand department
Acecook brand identity awareness as
logo, full of ingredient well as provide
information and all necessary
necessary nutrients. information to
consumers

Price Cost-Plus Pricing Bring high Marketing Complete in

Strategy, 6,000 VND for profits for department 01/06/2022 -
a product with a net businesses 10/06/2022
weight of 75g.

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Place - Focus on big Bring high Logistics & IT Display from

brands Aeon brand department 01/07/2022 -
Mall, Mega Mart awareness and 01/09/2022
- Small attract
supermarkets customers
and
convenience
stores: Winmart,
Circle K
- E-commerce
platforms
Shopee, Lazada

Use posters, banners Marketing Display from

for outdoor advertising, department 15/06/2022 -
01/09/2022

TVC advertises on Marketing Display from

channels VTV1, VTV3, department 01/07/2022 -
HTV7, HTV9 during 01/09/2022
prime time

Promote the brand on Marketing Display from

Reach target
e-commerce platforms department 07/07/2022 -
customers,
Promotion through Flash sale, 08/08/2022
increase brand
deep discounts during
awareness
golden hours

Collaborate with Marketing Display from

KOLs in the food department 15/07/2022 -
industry: Ninh Tito and 01/08/2022
Dinology public
relations goods on
Facebook, Instagram,
and YouTube.

People - Recruiting Increase HR department, Training

personnel who revenue for Marketing from
are good at business department, 01/03/2022
strategy and Sales –

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communication. department 20/03/2022

- Train
employees with
marketing and
sales skills

Process Production → Transport Cut the cost Logistics Complete in

→ Packing → Display department, 01/06/2022 -
at a retailer → manufacturing 10/06/2022
Customers buy → department
Customer comments
and enhancement

Physical - Place it at the Attract Sales Display from

evidence cash register, at customers department 01/07/2022 -
the eye level of interested in 01/09/2022
the customer. the product
- The product is
designed
according to the
festive season

VII. Budget

Budget Catalogues Price (VND) Note

Design Package design 15.000.000

Production Manufacturing 300.000.000

Total product 315.000.000

Logistics Transportation 60.000.000

Employee 100.000.0000 Training employees

Total people and process 160.000.000

Marketing budget Poster, Banner 200.000.000

TVC 700.000.000

Ecommerce level
450.000.000
Booking KOLs

Total promotion 1.350.000.000

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Others Costs incurred 400.000.000

Total others 400.000.000

Total 2.225.000.000

VIII. Control
Objective 1: From 01/07/2022 to 01/09/2022, increase the number of individuals
visiting Acecook's manufacturing facility to 1,000.
Acecook's control approach consists of three steps to guarantee the objective is met on
time. Phase 1 from 1 July 2022 to 31 August 2022 has a customer acquisition objective of
500 visits. Acecook collaborates with KOLs to promote the factory visitation process. During
Phase 2, from August 1, 2022 to August 15, 2022, Acecook advocates placing advertising on
platforms such as Google, Facebook, and Instagram, while simultaneously attaching bad
links to the website with the goal of attracting 350 visitors. From August 16, 2022 to
September 1, 2022, the last phase, Acecook will promote on the business's website with a
goal of 150 visits.
Objective 2: Between 01/07/2022 and 01/09/2022, the corporation produced
175,000,000VND in revenue.
Acecook's control approach consists of three steps to guarantee the objective is met on
time. During Phase 1 from 1 July 2022 to 31 January 2022, with a revenue goal of VND
75,000,000, Acecook may sell to at least 750 customers. During Phase 2 from 1 August
2022 to 15 August 2022, Acecook will boost advertising via KOLs and TVCs with the
objective of generating 65,000,000 VND and selling to at least 550 clients. Phase 3 will run
from August 16, 2022 to September 1, 2022, with a revenue goal of 35,000,000 VND.

Methods of evaluation and modification

If, after the first two phases, 80% of the stated goal is not met, Acecook will use the
projected budget in the incurred cost to book KOLs on TikTok - a site with a huge user base
that is used to encourage communication - at an estimated cost.

Task 2: Media plan

I. Objectives
Objective 1: Attracted about 2,000 people interested in new healthy noodle products,
within 2 months, from 01/07/2022 to 01/09/2022
Specific Measurable Achievable Relevant Time-bond
Within two The total The advertising The greater Acecook will
months, number of department of Acecook's reach this

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attracted almost customers Acecook is identity and target within 2

the same interested in ready to scope, the months, from
number of Acecook implement greater its 01/07/2022 to
consumers products is communication influence. 01/09/2022
interested in new 2000, initiatives.
healthy noodle calculated by Acecook may
products. the number of engage more
customers who contributors to
have access to enhance the
the product. amount of
individuals
interested in its
new goods.

Objective 2: Increase website visits by 30% in 2 months, from 01/07/2022 to 01/09/2022

Specific Measurable Achievable Relevant Time-bond
The number of Increase the The advertising the purpose of Acecook will
visits to yearly number department of increasing the reach this
Acecook's of Acecook's Acecook is number of target within 2
website consumers ready to people months, from
increased by from 200,000 to implement accessing and 01/07/2022 to
30%. 260,000. communication searching for 01/09/2022
initiatives. information
Acecook may about Acecook
engage more website.
contributors to
enhance the
amount of
individuals
interested in its
new goods.

II. Target audience

Acecook has drawn typical customer portraits of the company: Khanh and Chi

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Customer portrait: Khánh

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Customer portrait: Chi

III. Communication channels, Contents and Budgets

Paid Communicatio Reason choosing Total Budget
Contents
Media n channels channel 848.750.000
TVC Shown on Most of Acecook's TVC lasts about 700.000.000
televisions such customers lead a 15 seconds with
as VTV1, VTV3, busy lifestyle, the the message
HTV7, and evening is “COOK
HTV9 in prime considered as a HAPPINESS”.
time, with a high free time in their Still carrying the
viewership rate day. In addition, media slogan of
in during the golden Acecook, but

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hour from 20:00 to bringing a new

21:30, on these product identity
channels, good with a simple but
movies are shown eye-catching
attracting the design.
majority of the
audience.
Therefore, this is
the right time to
show a TVC
advertisement for
Acecook's new
noodle product
KOLs The new product Dinology and Ninh In the video of Dinology:
line is integrated Tito have a large Dinology and 45.000.000
in the cooking fan base. At the Ninh Tito, both Ninh Tito:
video of same time, both of asked to 40.000.000
Dinology and them are reputable introduce new
Ninh Tito via people in the field products with
Youtube. of food review. outstanding
At the same features such as
time, both KOLs products that
need to promote are baked
the image of instead of fried,
Acecook's new suitable for
noodle products people with a
through two healthy lifestyle
online platforms: because of low
Facebook and calories and fat.
Instagram. In addition, in
the description
box, 2 Youtubers
should write in
detail the
description of
the new noodle
product attached

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to Acecook's
website.
My 20s Channel Thach Trang is the Through the Thach Trang:
owner of My 20s livestream, 20,000,000 VND
channel. She has Thach Trang will Giveaway gifts:
a large fan base, promote Voucher
most of which are Acecook's 500,000 when
schoolchildren and product line and buying new
students. give away gifts Acecook product
Therefore, this is a for you to watch lines at retail
method to reach and tag 3 friends stores.
potential to watch the
customers of livestream at the
Acecook. same time.
Adverse Run Google-ads Acecook's target Appears first in 5.700.000
customers tend to the user's
approach this search category
brand the most when typing the
keywords
"Acecook",
"healthy
noodles", "low-
fat noodles"
Social network: Incorporated 37.550.000
Facebook, into the
Instagram, beginning of
Youtube YouTube videos.
Proposing new
noodle product
experiences
through
Acecook's 15s
banner or TVC
on consumer
feed on
Facebook and
integrated into
Instagram

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stories
Owned Communicatio Reason choosing Content Budget
Media n channels channel
Website and Posting New product 0
Facebook of information directly images with a
Acecook on the Website simple but
and Facebook will impressive
increase the design will
number of website appear on
visitors, Acecook's
Acecook’s approaching the homepage
Website target customers. during the
and process of
Facebook running the
media strategy.
Images of KOLs
promoting the
product will be
attached to the
bottom of the
homepage.

IV. Timeline
Form Goal Time Acceptance
Attracting many interested 3 times a - 65,000 visitors to the
customers about Acecook's week website of Acecook
TVC new noodle product with 01/07/2022 – - Sales of Acecook's
healthy nutrition and 15/08/2022 new noodle product
ingredients list climbed by 20%
Attracting a large number of 15/07/2022 – - 35,000 visitors to the
customers interested in new 15/08/2022 website of Acecook
KOLs product lines as well as - Sales of Acecook's
increasing traffic to Acecook's new noodle product
website climbed by 10%
Adverse Attract potential customers 10/07/2022 – - 10,000 visitors to the
in 01/09/2022 website of Acecook
Google, - Sales of Acecook's
Facebook new noodle product

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and climbed by 5%
Instagra
m

V. Control
Acecook evaluates performance by collecting and analyzing numerical data. Acecook
employs the assessment measures of credible parties to evaluate the effectiveness of the
new product in its first communication plan. If the product grows by 30 % in two months, it is
deemed a success. As for the alternative technique, Acecook employs a website measuring
tool to assess the quantity of interested visitors.

C. CONCLUSION
Acecook will be able to make the proper judgments on practical activities thanks to the new
product marketing and media strategy.

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