Client (parent company): Acecook Vietnam
Noodle
Student’s name: Hoang Ba Bao Duy – S3964289
Introduction
A. Primary features/benefits in order of importance (“So Whats”).
Features and Attribute
- A handful of noodles: Wheat flour
(enhanced with micronutrients: zinc
and iron) (acecookvietnam n.d).
- Providing one-third of the daily
calcium need for people will be an
ideal supplement for calcium in the
body (acecookvietnam n.d).
Brand (product/service): Hao Hao Instant
Benefits
- Functional benefits:
- The impact of iron supplementation
on iron markers was substantial and
crucial (Akhtar et al. 2011).
- Zinc supplementation is
recommended because according to
Akhtar et al. (2011) zinc deficiency is
a severe worldwide issue, particularly
in impoverished nations.
- Emotional benefits:
- Providing customers with a "healthy"
sense while consuming food with
proper nutrients.
- Functional benefits:
- Calcium from food sources seems to
have comparable effects on bone
density. (Rei et al. 2011)
- Emotional benefits:
- Gives the impression that the product
is safe and is an excellent bone
supplement.
 - Salt, spices (garlic, onion, chilli
pepper, and ginger), sauerkraut,
sugar, and wheat protein.
(acecookvietnam n.d).
- Functional benefits:
- Providing specific knowledge about a
product's contents adds a spiritual
dimension to consumers'
understanding of natural, healthy
substances.
- Emotinal benefits:
- Providing clients with a sense of being
informed.

B. Unique product (or service) attributes? Can product claims be substantiated? Why?

Hao Hao Noodle is a safe, high-quality, and acceptable option for Vietnamese consumers
(Acecookvietnam n.d). The firm has a deep understanding of Vietnamese consumers'
mentality and purchasing patterns. Customers' demands and aspirations for a light lunch
during breaks are proven to be met by this product line, which also provides more nutrients
than other lines on the market. Hao Hao describes MINI HANDY as a light meal to fuel an
active day and provides product information to make it more reliable and better than
competitors.

C. Is parent company name important? Why?

Companies having many brands in their product range are fully aware of the significance of
the parent brand's reputation as a customer mark of approval (Yoshi & Yadav 2018). As
customers tend to base their buying decisions on brand reputation, the name chosen for a
brand image directly affects customer perception and behavior towards the sub-brand
business. 70% of people will not purchase a product if they dislike the business behind it
(Weber Shandwick 2018) (Figure 1).
 Figure 1: WEBER SHANDWICK (2012) the company behind the brand: in reputation we
trust webershandwick.com

Acecook Vietnam has achieved a dominant market position while supplying quick processed
foods of superior quality and nutritional content (Acecookvietnam n.d). Acecook Vietnam's
sub-brands, such as Caykay noodles, Hao Hao salt, Spaghetti Bistro noodles, and others,
are well-known to consumers due to the parent company's reputation. Mini Handy has a
strong basis for success and client approval.

D. Brand personality and why?

The personality of a brand refers to the human traits connected with the brand. Mini Handy
Hao Hao meets customers' needs for a quick meal during breaks and a light dinner after a
long day. (Acecookvietnam n.d). Pink symbolizes love, while yellow symbolizes joy,
brightness, and warmth on Mini Handy's package. On the other hand, Acecook's
advertisements offer its brand attributes as the key background for bringing clients
enjoyment, joy, and peace of mind via simple, delicious, and safe food products based on
"Japanese technology, Vietnamese taste." (Acecookvietnam n.d).

E. Brand value proposition and rationale.

Mini Handy promises to offer one-third of people' daily calcium requirements. With the
primary message: Please remember the HANDY MINI HANDY if you need a light lunch or
need to lower your portion size.

TARGET AUDIENCE

A. Demographic

- Age: 15-23 (Vietnamnet 2018)

- Occupation: Students, office employees, and homemakers.

- Income: Customers with a modest to moderate income (1-3 million dollars VND per
month).

B. Geographic

- Major cities: Ho Chi Minh, Ha Noi, Da Nang and Can Tho (Das 2018)

C. Psychographic

- Lifestyle: Those who want quick, easy, and uncomplicated eating, such as office
workers, students, and students.

- Many individuals have decided to consume instant noodles, which are affordable and
simple to swallow since they include both broth and food (Acecook 2017).

D. Behavioural

- Motive for purchasing: Spend on a regular basis to serve meals; it will save you time
and effort.

- Customers value quality, flavor, price, and ease of use.

E. Benefit sought

- provide one-third of an adult's calcium needs (Acecookvietnam n.d).

- Product that satisfies consumers' need for a quick bite to eat during downtime to
replenish energy before returning to a lengthy, physically demanding workday (Acecook
n.d).

F. Needs fulfilled by using this product or service

- Manufacturers also care for customers by instructing them on how to prepare their items in
the right way by directing them to prepare instant noodles in 3 minutes in boiling water in
order to enjoy the whole packet (Acecookvietnam n.d).

G. Media profile

- Vietnam ate roughly 411,500 tonnes of instant noodles in 2021, up 9% from the year
before (Tat 2022) (Figure 2).

- The targeted audience is between the ages of 15 and 23, and they all utilize social media,
particularly Facebook. Consequently, utilizing social media as the primary platform to market
and advertise items will be positively appreciated by social media users (Figure 3).

Figure 2: Tat Dat (2022) Vietnam’s instant noodles consumption screenshot from Vnexpress
Figure 3: Datareportal (2021) MOST-USED SOCIAL MEDIA PLATFORMS screenshot from
datareportal

H. What are their concerns and problems (pain points)?

- Recent studies have shown a correlation between eating more instant noodles and an
increased risk of obesity and cardiometabolic (Sil et al. 2017).

THE MARKETPLACE

A. Major competitors/ rank in the market/ market share

- In Vietnam's instant noodle sector, Mini Handy competes with Thai Hotpot, Sao Sang,
and Bon Phuong noodles for light meals.
- Additionally, there are product lines of pho: VIFON Pho, Jin ramen noodles.
- Vina Acecook is now in first place, but the current development rate of competing noodle
products like as Sagami, Omachi... poses a substantial threat to its market share (Figure
4).
 Figure 4: Nguyen et al. (2015) BAO CAO PHAN TICH MOI TRUONG MARKETING
slideshare.

B. Competitive advantage/disadvantage of the product (or service) AND its competitors

Competitors Advantages Disadvantages

- Omachi - Assistance from parent - Since Omachi focuses on
company Masan. metropolitan clientele, the
- Large market share, price exceeds the typical
excellent product Vietnamese income.
quality, Solid Marketing
Efforts

- Pho Vifon - Due to its history and - does not give calcium in the
location, Vifon can product.
establish brand loyalty - Traditional pho restaurants
without big and still outsell quick pho in
conspicuous media Vietnam due to its better taste
efforts. and quality.
- Appealing packaging
 - Jin ramen - As it is a popular sort of - The Vietnam market lacks
noodles noodle in Korean films, visuals and brand recognition.
it is readily available to - High price
anyone who are - Not available in every
interested in Korean supermarket
culture.

- Mini Handy - Strong brand - The market popularity of a

Hao Hao recognition and image. newly introduced product line
- highly regarded parent is lacking.
corporation
- Well-versed in
Vietnamese customers
- affordable price
C. Product (service) positioning

Point-of-parity

- Deliver a quick and simple meal

Point-of-difference

- Successful because consumers associate Hao Hao with convenience: "Delicious,

healthy, and inexpensive."
D. Competitors’ positioning
E. Other PESTEL (political, economic, social, technology, environment, and legal) factors
influence on the market and competition? Or SWOT

Strength Weakness
- Diversify items, differentiate across - There is no popularity in any market
items, and combine tradition with segment.
innovation.
- Modern technology and
sophisticated manufacturing
processes
- Well-known to Vietnamese
consumers
Opportunity Threats

- Consumers are more concerned - The cost of raw materials rose

with product quality and place health dramatically.
above everything else. - The consumer trend is towards
health, however fast-food nutrition is
unbalanced.

F. What are key issues of the category and the brand in the market?
Acecook's Mini Handy convenience product line is a pioneer in the "quick food" area,
where there are many rivals, here. Mini Handy "meets the requirement for a light dinner
and sets the product distinct from rivals. Customers, however, are unaware of the
distinction between these items and may respond aggressively or counterproductively to
the brand's aims.

RECOMMENDATION FOR BRAND COMMUNICATION

In my opinion, Acecook should provide consumers with a quick description or introduction
of their Mini Handy product line and differentiate their product from the competition via
Facebook postings. Additionally, YouTube advertisements that highlight the advantages
and convenience of the product will improve product awareness. Mini Handy may also
launch a social media campaign whose purpose is to encourage consumers to snap
images and use the brand's hashtags. As long as Acecook implements a communication
 plan to educate customers about the distinctions between Mini Handy and other instant
noodles, product line awareness will improve.

Reference list

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