Table of Contents
INTRODUCTION............................................................................................................................... 2
MARKETING MIX 7PS OMACHI VS HẢO HẢO INSTANT NOODLES................................... 2
ACHIEVING OVERALL BUSINESS OBJECTIVE BY MARKETING STRATEGY................. 8
COMPANY OVERVIEW................................................................................................................... 9
CURRENT MARKETING SITUATION......................................................................................... 11
MARKETING OBJECTIVES......................................................................................................... 13
SEGMENTATION, TARGETING AND POSITIONING (STP).................................................. 13
TACTICS AND ACTION................................................................................................................. 16
ALLOCATION OF RESOURCES................................................................................................. 17
EVALUATING AND MONITORING MARKETING PLANS....................................................... 17
CONCLUSION................................................................................................................................ 18
REFERENCE LIST......................................................................................................................... 18

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INTRODUCTION
MARKETING MIX 7PS OMACHI VS HẢO HẢO INSTANT NOODLES
Competitor of Omachi Instant Noodles are Hảo Hảo Instant Noodles – belong to Vina
Acecook Company which currently is number one Instant Noodles Company in Vietnam
holding 51.5% of Instant Noodles market share in Vietnam (VNlogic, 2017).
Hảo Hảo
Hảo Hảo is well-known to be the
number one Instant Noodle Brand in
Vietnam (ref). Noodles of Hảo Hảo
are tough and chewy – preferable
kind of noodles for Vietnamese
people’s taste.
The brand name “Hảo Hảo’’ is
catchy and easy to remember (ref)

Hảo Hảo Instant Noodles have
different basic flavours (chicken,
beef, spicy and sour shrimp,…) so
that the customers have a wide
range of choices.

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Price


As long as Hảo Hảo’s target market is low-end (for students, farmers and the one who live
in big cities but have low income), Vina Acecook company sets an economical price for Hảo
Hảo Instant Noodles of 3600VND/pack and /box/30 packs
Vina Acecook has applied market penetration pricing strategy (5 years ago, price was
1500VND/pack, 3 next years the price was 2500/pack and

currently it is 3500/pack). As Hảo Hảo is a popular brand created for low-end market, it
might be company’s best decision of all

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this affirms that it has a unique, one
and only product (Potato Noodles).
For customers, this guarantees that
Omachi is a highly qualified product.
On the other hand, is is also a
challenge for the company when it
has to make sure price goes
together with the values it provides

for consumers. Company must take
a good care of product taste and
packaging to
trust.
For common series like Omachi
Chua Cay, company applies pricing


for
definitely attracts customers when a
pack of Hảo Hảo Noodles costs
3600VND, while Omachi costs only
3500VND. In addition, Masan uses
Bundle Pricing: a box of 30 packs
cost cheaper than a pack. This
makes a huge difference when
Place

buying Omachi instead of Hảo Hảo.
Main
supermarkets
glocery stores at local markets and
convenient stores (general trade).
Currently, Potato Noodles of Omachi

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are distributed to over 60000 outlets


are distributed to over 600 distribution

and 100 distribution agents (owned

agents (owned by its company)

by its company) throughout Vietnam

throughout Vietnam and each region

and each region has its Business

has its Business Office (in Hanoi, Da

Office (in Hanoi, Da Nang, Can Tho

Nang, Can Tho and Ho Chi Minh

and Ho Chi Minh City).

City).

Moreover, Masan Food took a really

Moreover, Vina Acecook also took a

good care of their noodles when

really good care of their noodles


placing them in supermarkets and

when placing them in supermarkets

department stores. Omachi Instant

and department stores. Hảo Hảo

Noodles are placed at the entrance,

Instant Noodles are often placed at

promotion zone. They are also

the promotion zone. They are also

positioned at the top spot - eye level

positioned at the top spot - eye level

on instant noodle shelves.

on instant noodle shelves.

It is understandable that Instant

It is understandable that Instant

Noodles have various distribution


Noodles have various distribution

channels as they are the product of

channels as they are the product of

different types

different types

of customers. It

of

customers.

It

ensures the characteristic of Instant

ensures the characteristic of Instant

noodles – convenience. As anybody

noodles – convenience. As anybody

can easily buy Instant Noodles in

can easily buy Instant Noodles in


every single corner of the country, it

every single corner of the country, it is

is considered as the most common

considered as the most common

quick-and-cheap meal in Vietnam.

quick-and-cheap meal in Vietnam.

Once again, this asserts widespread

Once again, this asserts widespread

popularity of the product.

popularity of the product, especially
when Hảo Hảo is the most popular
brand among all others.

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Promotion •

•

Advertising


Advertising

On television: various TV stations:

On television: various TV stations:

VTV, HTV, HN, VTC,…

VTV, HTV, HN, VTC,…

On radio programmes, newspapers,

On radio programmes, newspapers,

magazines and supermarket flyers.

magazines and supermarket flyers.

Big celebrities starring in Ads: diva

Recently, 2 celebrities (artist Hoài

singer Mỹ Linh, supermodel Ngọc

Linh, singer Tóc Tiên) have been

Trinh, supermodel Phạm Hương,

invited to take part in commercial.


singer Bích Phương, MC Phan Anh,

Outdoor advertising: billboards,

…

taxis, buses and bus stations

Outdoor advertising: billboards

•
•

Sales promotions:

Sales promotions: contests

(scratching cards to win the jackpot.

Special packs: buy 1 get 10 (buy 1

Usually, the prize is a motorbike or
an electrical device).

box and get 10 packs free), buy 10
get 1 (buy 10 packs and get a bowl).

•


Direct marketing: contact

customers to introduce new
Price packs: buy 10 packs and get

products, new promotions

a discount, buy a box of 30 packs

•

and get a discount

Online marketing: online

shopping and supermarket websites,

•

Direct

customers

marketing:
to

introduce

contact
new


products, new promotions

•

Online

shopping

marketing:
and

on company’s website, on social
media (Facebook), on video channels
(Youtube, movie websites).

online

supermarket

•

Public relations: charity

events in rural areas.

websites, on company’s website, on

Vina Acecook also does not have


social media (Facebook), on movie

a creative and unique marketing


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People

Physical
evidence


Consumer

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completely
makes consumers immediately feel
the deliciousness of the Omachi’s
style of cuisine.
On the packaging of Omachi Special
Bò Hầm Sốt Vang, the pack of beef

is drawn in a large size with “100%
Real Meat” written on it to attract
customers and get their trust.
Process Masan Food
system of over 100 distribution
agents (owned by Masan company)
throughout Vietnam, each region has
a Business Office in Hanoi, Da
Nang, Can Tho and Ho Chi Minh
City). Omachi has various types of
processing,
are majority.
many wholesalers, then the mission
of wholesalers is selling to the
retailers such as convenient stores,
glocery
Finally, retail stores deliver product
to the customers.
Producer

Wholesaler

Retailer

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Producer


Wholesaler

Retailer

Consumer

ACHIEVING OVERALL BUSINESS OBJECTIVE BY MARKETING
STRATEGY
In the long run, goal of Omachi Instant Noodles is providing Vietnamese people with a
convenient but tasty, fully nutritious and highly enjoyable meal.
With the success of Omachi Instant Noodles, Masan has established its position in the
Vietnamese instant noodles market. Market share of Omachi has been increasing
dramatically. Thanks to the creative Marketing Mix strategy, Masan Consumer has brought
Omachi to a new level - appearing increasingly in the lives of consumers from urban to
rural. "Simply Different", for the first time in Vietnam, instant noodles are made with
ingredients from the potato being merchandised. With the message "Delicious and Not
Afraid of Heat", Omachi has gradually eliminated the anxiety in the psychology of
consumers when eating instant noodles. Moreover, the company has launched new
models, especially Omachi Special Bò Hầm Sốt Vang - to meet the increasingly diverse
needs of consumers and gradually reach the ambition to bring products to five continents.
Masan Consumer has succeeded in directing and deciding to market the Omachi Instant
Noodles made of potato as company’s lasting competitive tool.
At a price that is not low but perfectly suited to the characteristics, product quality, as well
as the target customers, pricing strategy helped the company enter revenue generating
market, make customers become consumers who do not hesitate about buying a product.
Masan makes sure Omachi is provided for the consumption timely. Products are available
mostly in supermarkets, glocery stores and convenient stores at local markets.

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Promotional strategies bring most of the product information to consumers and have
achieved media goals.

COMPANY OVERVIEW
I.

Instant Noodle market

1. Before creating Omachi
Vifon is one of Vietnam's first instant noodle factories before 1975. After 1975, the leading
brands in the field of instant noodles include Vifon, Miliket, Colusa, which are factories
State-owned instant noodles and so familiar to consumers from urban to rural areas
during the food and subsidy years of the subsidy period.
The market has begun to boom and a strong product development trend in the field of
visual marketing has emerged as a joint venture between Vifon and a Japanese business
in 1993, Vifon Acecook. and develop in Vietnam market.
2. After creating Omachi
In 2007, the three main brands are Hao Hao, Hao 100 and Red Bear, with more than 50%
of the sector's media budget and dense market coverage plus a myriad of unregistered
products. It is unwise for any new player to join

AI. History of Establishment and Development
• In 2003, Masan Trading Joint Stock Company was
established on the basis of the merger of Viet Tien Industry Technology - Trading Joint Stock Company and Minh Viet
Tien Import - Export Industry Joint Stock Company.

• November 2004 Established Masan Marine Joint Stock
Company (MSC) with initial chartered capital of VND

3,200,000,000

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• Masan Group registered the procedure of a public company and officially became a
public company on October 16, 2009. Identify and evaluate business and investment
opportunities in areas benefiting from consumer and domestic distribution. Increase capital
to finance current business and new investments. Operate subsidiaries and associates,
and advise on strategic development plans.

• Since March 10, 2011, Masan Food has changed its name in Vietnam:
Company Name in Vietnamese: Masan Consumer Corporation (Masan).
Company name written in English: Masan Consumer Corporation
Abbreviated company name: Masan Consumer Corp
“Together, we gather the aspirations and talents of Vietnam to create a powerful business
power. Together, we will build a happy future for everyone.” (Chairman of Masan Group)

BI.

Vision & Mission

1. Vision: Recognized as Asia's leading, most successful consumer goods company
by 2020
It is measured by two factors:

-

The most effective competition


-

Speed of development, innovation, creativity

2. Mission:

-

Constantly creating breakthrough value and as every day we improve the material
and spiritual life of consumers

-

Convert each line item

The mission is based on 4 elements
Focus on consumers

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Constant innovation
Nothing is impossible
Spirit of victory

CURRENT MARKETING SITUATION
The SWOT analysis model is a very useful tool for capturing and decision making in any
situation for any business organization. Short for the four words Strengths, Weaknesses,
Opportunities and Threats, SWOT provides a strategic analysis, review and positioning
tool. of a company or of a business project. SWOT is suitable for work and group analysis,

used in business planning, strategy building, competitor assessment, marketing, product
development and services.

- The S-O strategy pursues opportunities consistent with company strengths,
- The W-O strategy seeks to overcome weaknesses to pursue and seize opportunities,
The S-T strategy identifies ways in which the company can use its strengths to reduce the
risk of external damage,

- The W-T strategy is to form a defensive plan to prevent the company's own
vulnerabilities from becoming vulnerable to external threats.
STRENGTH
- Omachi brand is a strong brand in the

WEAKNESS
- Ingredients of potatoes in a packet of

market of Vietnamese instant noodles with

75g noodles is not enough to persuade

new technology of Japan (processing

consumers to trust the slogan "very good

noodles from potato), especially has left

without fear of heat".

the mark in the hearts of Vietnamese


- Many types of noodles, but only some

consumers with the message " very

are delicious and cause confusion and

delicious without fear of heat ".

difficulty selection

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- Large distribution and distribution system: - High cost due to unreasonable costs of
Currently, Omachi products are distributed advertising
with the Chinsu system. Currently, Omachi
products account for about 15.1% (end
2010) of the national market share. The
distribution network of Omachi products
has strong sales points covering 64/64
provinces and cities.

- Masan Company has a diversified charter
capital of over VND 1,300,000,000,000
(one thousand three hundred billion dongs).
OPPORTUNITIES
THREATS
The market for noodles is growing: It is
At present, the exchange rate between
forecasted that in the future, the demand for VND and other currencies tends to increase

instant noodles will increase due to market

along with inflation leading to high price of

expansion and customers by

raw materials. This is a big risk for the

producing

more low-end instant noodles at cheaper

company.

prices while maintaining quality. Makes

Currently, the Vietnam noodles market is

Omachi become a brand of instant noodles

facing fierce competition among large and

suitable for everyone, all levels standard of

long-established companies such as Vina

living.

Acecook, Asia Food, Vifon, Uni-President,


- Masan Corporation is a reputable joint

Masan, Miliket ... are occupying more than

stock company that has the ability to

80% of market share with Hundreds of

mobilize more capital in the financial

different brands. That is not to say, dozens

market.

of foreign brands are present everywhere,

- Vietnam has joined the WTO so the ability creating abundant market packaging in both
to develop Omachi to the world is now

packaging, design and price.

much more convenient than before.

- Masan Joint Stock Company is a

- Currently, the government has a policy of

multinational company, so it will work in

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limiting imports to keep foreign currencies,

many areas so the financial allocation to

thus reducing the competition of foreign

the company may face many problems

products.

when one sector of the company is
difficult. And this can also affect the

MARKETING OBJECTIVES

competitiveness of the product.

"Converging and nurturing our aspirations
&

talents

to

find

breakthroughs


to

enhance the benefits of our products and
services to our customers, therefore,
customers will reward us with sales, head
and sustainable growth.”

-

Producing more noodles that are
more affordable, suitable for all
customers

-

Minimize the cost of advertising is
not necessary as nowadays
Omachi has a certain place in the
industry of instant noodles

SEGMENTATION, TARGETING
AND POSITIONING (STP)
I.

Segmentation

The segmentation step is a brainstorming
activity that analyzes and lists all the
potential


market

segments

that

a

company can target in its marketing
campaign. Typically, each company will
target only one segment of the market,
while the other will focus on different
segments of the market.
In Viet Nam, the market for instant noodles
is

extensive

and

highly

competitive.

Normally, instant noodles target low-end


and mid-range segments. The objects of
the suppliers are pupils, students, office
workers, etc. (especially at the hot-pot

restaurants)

with

huge

number

of

consumers. For the same products as
instant noodles, people tend to choose
lower priced products. For food shop
operators, they often enter the same
quality but lower prices to increase their
profits.
especially

For

ordinary

low-income

consumers,
people

and

students (2018, the number of students

and students in Vietnam is up to 23.5
million [Thanh Xuân,Đdc Trung (2018)]) those who consume a lot of instant
noodles, they will often be

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interested in low-cost products to save money. At present, with the development of
Vietnam economy, consumers are more interested in high-end products with high prices
(such as instant noodles imported from Korea). However, low-priced instant noodles are
still a big market segment, which suppliers in Viet Nam still aim at first and developing
sustainably before they entering the market of high-end instant noodles. In summary, the
price of products is what Vietnamese consumers will pay attention to first in the market of
instant noodles

AI. Targeting
As the next step, after identifying the resources of the business and segmentation, the
enterprise will select the target market segment. Targeting the segment will have to go
through the steps of assessing the potential of the market and selecting one or more
market segments to participate in. Businesses need to choose the appropriate
segmentation to come up with appropriate marketing strategies.
In the old marketing strategy, Omachi is targeting the mid-range and high-end instant noodles
segment with prices ranging from 6,500 VND to 13,000 VND. In this new strategy, in order to
have more customers, Omachi needs to join the low-cost instant noodle market, and develop
more sustainably and extensively the middle and high end instant noodles.

For the cheap instant noodles market, Omachi needs to invest in more products. Unlike
Hao Hao, Omachi has only one product in this segment (Omachi chua cay) and is not

being developed by the manufacturer. Omachi needs to invest in many products in this
segment to target low income people, pupils and students, food shop, etc. Not only that,
the cheap segment will make the Omachi brand wider and closer to everyone (just like
Hao Hao has popularized their brand).

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Along with low-cost penetration, Omachi still needs to develop and expand its market for
middle and high-end instant noodles. Currently, this is a segment of the market that
Omachi thrives. In the new marketing campaign, in order to expand customers for this
segment, Omachi can be divided into two directions. First of all, Omachi needs to bring its
midrange products closer to consumers in the low-price instant noodles segment. With the
variety of noodles flavors, marketing measures such as lowering prices, creating
promotion (eg buying Omachi noodles to win prizes) – which Omachi almost never did,
Omachi can attract a large number of consumers from the low-price segment. In addition,
high-end instant noodles should also be developed by Omachi. As the income of
Vietnamese people grows, they will be more interested in higher-end products. Currently,
the market of instant noodles Vietnam has appeared high quality products imported from
Korea and Japan with prices from 18,000 VND to nearly 40,000VND. Omachi needs to
create high quality products along with reasonable prices to compete with competitors
from abroad and attract customers in this segment.

BI.

Positioning

Once enterprise has chosen the market segment and decided to enter it, they need to use
unique marketing strategies, introduce a different way of branding your business in the
minds of customers. It calls “Positioning” in Marketing

In Vietnam, Omachi is the second noodle brand, behind Hao Hao. Due to the lack of rich
promotional strategies such as Hao Hao (eg charity for disadvantaged people) or promotion
campaigns for consumers. Not only that, Omachi's ads have not approached the consumer

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yet and have difficulty in becoming the number one brand of consumers. But with foreign
brands, Omachi has the advantage of being close to the consumer and has a price
advantage.
Omachi has certain advantages and disadvantages in terms of its popularity. And to
develop its brand, Omachi needs unique marketing steps to develop its strengths while
also covering its weaknesses.

TACTICS AND ACTION
I.

Issue

For Omachi noodles, the company has done very well in promoting the image and product
to the market and left in the minds of consumers about their products. Obviously, strategic
planning and detailed calculations helped Omachi choose the right target. Omachi has a
synchronized and synchronized deployment plan, from time-to-market options, enterpriseclass synchronization, and timely and consistent delivery of voice and communication
channels. well suited. The marketing message of the product reaches consumer
expectations and is expressed in a clear, simple language. The company's brand is an
advantage when it comes to exploiting it appropriately. However, the promotion has many
issues that need to be addressed and addressed.
Omachi's unique product is aimed at high- and middle-income consumers, but Omachi
forgot that much of the Vietnamese income is low, sometimes below 70% on average.
They should expand the market and should have incentives as well as introduce their

products to other customers. High income can not make the company grow fast. In
addition, the company hired advertisers to spend a lot of money. Hiring celebrities will not
necessarily make their products sell well. Too much money on investing to hire celebrities

AI. Solution
The point is that they should expand their business as well as invite celebrities to save costs
and show Vietnamese consumers the attraction and taste of Omachi. Reducing the price of

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the item will increase the user's attention with the Omachi product and the discounting of
the product will increase the merchant's likelihood. Additionally, cutting budgets for
advertising will compensate for the Product discounts. Price changes will inevitably affect
buyers, competitors, distributors and may also make the authorities concerned. For
buyers, depending on the perception of each person have different reactions as buying
more to avoid price increases or switch to buy other products. More importantly,
advertising has to be cost-effective, so there are promotional products and promotions that
focus on students, students, and workers.

ALLOCATION OF RESOURCES

EVALUATING AND MONITORING MARKETING PLANS
To evaluate the success of a marketing plan, there are many ways and means to express
that. To be sure, we can do a few small surveys to get information from our customers,
watch them feedback and study more about the whole plan. In addition, information from
customers is very important, customers are direct users of the product as well as the
profitability and viability of the product. We can use some simple methods such as using
social networks to create small surveys, using Survey Monkey website or more
specifically, open some meetings in some crowded neighbourhood to see how they feel

and feel about their products. As for the small survey, we can insert ads into the ads on
Youtube and some hot sites today. Our goal now is to target students, so we should go to
schools to collect surveys on paper or online with reputable websites so that we can easily
get customers’ information.

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CONCLUSION
REFERENCE LIST

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