ASIAN MARKETING MANAGEMENT REPORT TET PROMOTION PLAN 2023 AJI NGON thêm vị, thêm tết

dVIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION

SUBJECT:

ASIAN MARKETING MANAGEMENT
REPORT:

TET PROMOTION PLAN 2023 AJI-NGON
“Thêm Vị, Thêm Tết”
Instructor: Miss.Nguyễn Thị Quỳnh Anh
Team: ZOO
Course Code: 704129
Group: 02
HO CHI MINH CITY, 2022


MEMBER-LIST AND PERCENTAGE OF CONTRIBUTION
TEAM ZOO
No

Name

Student ID

Percentage Of Contribution

1

Trần Thảo Nhi

720H1399

100%

2

Huỳnh Anh Tài

720H1411

100%

3

Phạm Hương Giang

720H1374

100%

4

Nguyễn Đăng Tân

719H0906

100%

5

Nguyễn Hồng Phúc

720H0978

100%

6

Trần Hương Quỳnh

720H0992

100%

7

Đỗ Khắc Anh Duy

720H1371

100%

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TEACHER'S COMMENTS
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Contents

I.

Executive Summary:.......................................................................................4

II.

Situation Analysis:.............................................................................................5
1. Market summary:...............................................................................................5
1.1. Actual Situation:.........................................................................................5
2. SWOT analysis:...............................................................................................7
2.1. SWOT analysis for the company-AJINOMOTO:..................................7
2.2. SWOT analysis for Aji-ngon:...................................................................9
3. Competition:...................................................................................................10

III.

Marketing Strategy:....................................................................................12

1.

Strategy Objectives:.................................................................................12
a) Objectives:..................................................................................................12
b) Mission and vision of Ajinomoto:.............................................................13

2.

Target Market:.........................................................................................13
2.1  Segmentation:..........................................................................................13
2.2 Targeting:.................................................................................................14

3. Consumer insight:..........................................................................................15
4. Brand positioning:.........................................................................................15
BRAND KEY.....................................................................................................16
1.

Root Strengths:.....................................................................................16

2.

Competitive environment:....................................................................16

3.

Target customer:...................................................................................17

4.

Insight:...................................................................................................17

5.

Benefit....................................................................................................17

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6.

Value, beliefs and personality..............................................................18

7.

Reason to believe...................................................................................18

8.

Discriminator........................................................................................18

9.

Essence:.................................................................................................18

5. Strategies:.......................................................................................................19
5.1. Product:...................................................................................................19
5.2. Price:........................................................................................................19
5.3. Place:........................................................................................................20
5.4. Promotion:...............................................................................................22
IV.

Tet promotion plan:....................................................................................23

1.

Idea:..........................................................................................................23

2.

Tagline:.....................................................................................................23

3.

Sale promotion campaign:.......................................................................23
3.1. Digital marketing:...................................................................................23
3.2. Sale promotion:.......................................................................................24
3.3.  Merchandising:......................................................................................33

4.Communication:.............................................................................................34
4.1. TVC:........................................................................................................34
4.2. Online PR:...............................................................................................34
4.3 Pano:.........................................................................................................34
4.4. OOH:.......................................................................................................34
4.5. Sponsor:...................................................................................................34
5. Execution:.......................................................................................................34
6. Timeline:.........................................................................................................35

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7. Media list:.......................................................................................................35
References:.............................................................................................................37

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I.

Executive Summary:

Ajinomoto Vietnam was founded in 1991, is 100% capitalized by Ajinomoto Japan
company with a starting value of 8 billion US dollars. Currently, Ajinomoto
Vietnam Company has two representative offices in Ho Chi Minh City. Hcm and
Hanoi, two manufacturing plants including Ajinomoto Bien Hoa Factory operating
since 1991 and Ajinomoto Long Thanh Factory operating since 2008 and the 3rd
factory also in Long Thanh have started construction since 2016. In addition, the
company has 3 large distribution centers and branches spread across 63 provinces

and cities..
Vision: "To become the most loved and trusted company in Vietnam with "Unique
characteristics" in the field of food and health."
Mission: "We contribute to the further development of Vietnam, contributing to
the happiness and health of people in Vietnam through food culture and food
resource development."
With this vision and mission, Ajinomoto Vietnam Company always strives to bring
a wide range of food products and spices with the best quality, safety, suitable for
Vietnamese taste.For more than 30 years, Ajinomoto Vietnam has been constantly
striving in research and development to bring a wide range of seasoning products,
foods, beverages, and nutritious foods with the best quality, safe, suitable for
Vietnamese tastes and needs. Currently, Ajinomoto Vietnam has more than 35
categories of food products widely introduced nationwide with brands that are
loved by many consumers such as AJI-NO-MOTO® MSG, Aji-ngon® Seasoning
Seeds, Aji-Quick® Pre-Seasoning Seasoning, Aji-Mayo® Mayonnaise Sauce,
"Fuji" Soy Sauce, Ajinomoto Fermented Rice Vinegar, Ready-to-drink doughnuts,
Blendy® Instant Drinks, Birdy® Can Coffee, VITAL™ amino drinks, "added"
microelements, etc.

The campaign "Thêm vị, thêm tết cùng Ajingon" aims to increase sales during Tet
and increase Ajingon's brand recognition. The purpose is to inspire Vietnamese
housewives to create and refresh Tet dishes so that they are unique and attractive
so that Tet is more reunion and warmer and Ajingon is their companion in every
dish. The campaign is divided into main stages: conveying Ajingon's message and
launching product combos for Tet, building customer awareness in the campaign,
increasing user engagement as well as their experience in the campaign, boosting

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sales and focusing on conversions. The campaign is run on all social networking
platforms, e-commerce, offline channels to optimize profits for the company.

II.

Situation Analysis:

1. Market summary:
1.1. Actual Situation:
The consumption habits of Vietnamese consumers have changed markedly since the
outbreak of the COVID-19 epidemic in 2020 and will be confirmed even more
clearly in 2023 when the society has to distance strict blockade, the number of
people workers have to work from home as well as gather at production facilities
and factories for a long time. Health, food safety, and convenience are the top
concerns of households. In the research of Neilsen company, Major species will
grow from 25% to 32% until 2022. Besides that, sugar, salt, monosodium
glutamate, broth mix,… are the most competitive goods in the market. Ajinomoto is
a spice company holding the second largest market share in the market and at the
same time they have brought delicious flavors to each dish, contributing to
improving the health and quality of life of people globally as well as in Vietnam.
stories stemming from our aspiration for life.
According to data from the scientific report of the Institute of Tropical Biology on
the spice industry in Vietnam and around the world, Vietnamese people consume an
average of 450,000 tons of spices per year. Having been on the market for over a
decade, the seasoning has become a substitute for monosodium glutamate (MSG) in
many Vietnamese recipes. Dominating in this market are the brands: Knorr
(Unilever), Maggi (Nestlé), Aji-Ngon (Ajinomoto) and Miwon. It is worth
mentioning that this seasoning that changes the cooking habits of Vietnamese
consumers comes from American investors.
1.2. Competition Market-AJINOMOTO:

Top 4 Broth mix Brand in the market are: Knorr (50%), Aji-Ngon, Massan, Maggi
Even though many competitive brands appear in the market, Aji-Ngon is still trying
to be better in the strategy and more and more dominant in terms of materials and
technology. The proportion of MSG in seasoning makes up 30% with the advantage
of being a MSG company, the price of Aji Ngon is always more competitive than
Knorr's, even though Knorr's MSG price has been calculated. according to the bulk
purchase price of the area. On the other hand, Aji Ngon also has the technology of

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extracting bone broth and meat in place so the sweetness is higher, the cost of
ingredients is, therefore, lower than Knorr when it comes to buying chicken powder
to mix.
According to the financial report for 2021, Masan Consumer Company recorded
sales of the spice industry at VND 10,028 billion, an increase of 18.4% compared to
2020. Masan Company has many developments focusing on luxury goods. spices,
serving the increasing demand when consumers spend a lot of time cooking at
home. Masan fish sauce products apply production technology to reduce salt
content to improve heart health. Also according to the financial report 2021, sales of
Chin-Su brand account for nearly 30% of the whole spice industry.
The battle for market share of spice brands is not as intense as other consumer
products such as shampoo, washing powder, household electrical appliances... but
often spectacular with advertising races but very intense and decisive. paralysis.
Brands already in the market initiate programs to capture every possible proportion
of the market, while new brands look for gaps to fill. The Vietnamese spice industry
has grown in less than ten years, but it has proven to be a very attractive market
with plenty of room for expansion. Many "giants" in the domestic and international
food industry are proving this by increasing investment in this lucrative sector.
2. SWOT analysis:

2.1. SWOT analysis for the company-AJINOMOTO:
Strengths:
- The organization may be able to increase its customer base and balance out losses
from one product category with gains from another thanks to its diverse product
line.
- A strong online presence across a variety of social networking sites and effective
social media management can boost the impact of favorable e-WOM and establish
long-lasting relationships with clients.
- A company in good financial standing and physical shape may be able to make
more investments.
- Having access to suppliers who provide raw materials at reduced prices can
increase the effectiveness of the firm as a whole.

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- A well designed and integrated IT infrastructure may boost operational
effectiveness and better understanding of current market trends.
- High product quality boosts customer loyalty to a brand and enhances Ajinomoto
Co Inc's performance in a cutthroat industry.
Weaknesses:
- Relying excessively on advertising may result in a budget that is insufficient for
marketing and promotion operations, which affects the potential of the business to
grow its clientele and bottom line. Environmentalists may criticize the organization
for its poor waste management procedures and inability to incorporate sustainability
into commercial processes.
- Poor inventory management techniques could cause the business to become less
efficient.
- Insufficient current assets or a shortfall of cash can both have a detrimental impact
on the liquidity situation and the overall success of the organization. Encourage

repeat business; the seasonings industry has an excessively narrow focus.
- A workforce with low morale as a result of high workplace stress is less
productive.
Opportunities:
- The population's exponential increase, especially in the existing or future client
segments, presents a significant opportunity for corporate organizations.
- If the corporate organization has good market information, the changing client
wants, tastes, and preferences may present an opportunity.
- The creation of new technologies to aid in the process of producing and delivering
goods and services can be taken advantage of to integrate innovation into corporate
operations. Integration of cutting-edge technology can lower costs, boost
productivity, and hasten the release of new goods.
- A rise in consumer disposable income and an expansion of the wealthy clientele
can be viewed as a chance to launch additional high-end products.
- The purchase of smaller brands.

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- The development of social media and e-commerce
As a trend, media marketing can be very successful. If it can, there is a chance for
Ajinomoto Co Inc.be sure to have a strong presence on several social media
platforms.
- The development of fresh market niches additionally, fresh markets boost business
opportunity to expand the product portfolio
Threats:
- A lack of qualified workers on the market can make it challenging for an
organization to find individuals with the necessary skill set.
- The organization's capacity to maintain and grow its clientele is impacted by the
rising number of direct and/or indirect competitors.

- When they directly affect customers' buying habits and purchasing power, the
worsening economic conditions (such as Covid - 19, etc.) have an impact on
business performance.
- When supplied goods or services are not eco-friendly, the expanding
environmental sustainability trends pose a serious danger. It damages the brand's
reputation in a cutthroat market and attracts unfavorable press and condemnation
from environmentalists.
2.2. SWOT analysis for Aji-ngon:

STRENGTHS:
- Ajingon is a product manufactured by
Japanese technology. According to
Vietnamese psychology, goods from Japan
have high quality and are trusted by many
Vietnamese people. Japanese users are
“difficult” customers. They will ask high
about the quality, especially the products
with high nutritional value and good for
health. Therefore, Ajingon products are

WEAKNESSES:
 - There are not many promotions to
attract customers.
- The advertising strategies are not
unique, have not created a unique feature
different from competitors, so they have
not made a great impression on
consumers.
 

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trusted in the Vietnamese market.
- Various sizes.
- The price of the product is suitable with
the income level of Vietnamese users.
- Aji-ngon Seasoning is improved based on
the taste of Vietnamese people, the whole
production, from the management of pipes,
pipes and pork is done as possible, carried
out by reputable companies. the leading
signal in the country to provide,
accompanying Vietnamese families for
more than 20 years, becoming a prestigious
brand.
OPPORTUNITIES:
- There are many opportunities to expand 
the market. The good conditions created by
the Vietnamese government for businesses:
taxes, laws, etc.
- Modern consumption trends of
Vietnamese people: consumers focus on a
green, healthy and safe lifestyle. Ajinomoto
works towards a green model => Aji-ngon
products are preferred.

THREATS:
-High competition and increasingly
fiercer competition between existing and

potential brands.
- More diverse and complex competitive
tools and tricks.
-The market requires continuous
improvement in product design and
quality.
- Many consumers are unclear about the
ingredients in seasoning and have a
negative opinion.
-After the epidemic situation, many
people tend to eliminate seasoning in
cooking and tighten spending.

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3. Competition:
Knorr
It is one big financial
Competitive background, with the
advantage
support of the global
Unilever company. 
It is a huge famous
brand around the
world. Especially in
VietNam.

Maggi

Vedan

Building the image of
good health and
belonging to the world’s
leading company in
healthy living.

Vedan has
developed a steam extraction power
generation system.
This company is the
world’s energy
development trend. 

With the support of the
global Netstlé. One of
the companies has the
largest investment in
The marketing program human and financial
is suitable and friendly resources in the field of
with locals. They had
research and
the right insight and
development. Therefore,
showed a good image
Maggi brand has high
to the Vietnamese
quality and the product
market.

always improved to
bring superior products
Has many promotion
to their customers. 
and marketing with
many festivals, strong
marketing strategy and
create the unit product. 

Target
customer

Women aged over 22,
who have families,
have jobs, married
women. They are
sensitive to the price.

Women aged 25-55,
who have a housewife
role in the family and
decide buying, making
meals in the family.

On the other hand,
Vedan Vietnam not
only stabilizes the
amount of
electricity for the
product, but when

not used up. 
The main source of
raw materials for
the production of
Vedan MSG is the
production of
cassava (tapioca)
agricultural
products and the
source of sugar cane
molasses created by
hardworking
Vietnamese
farmers. 
Women have a
housewife role and
attention to each
meal. Besides that,
cooking at street
vendors, food
stores, restaurants,..

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Marketing
Strategy

Marketing mix

Marketing mix

Marketing mix

Products

-Knorr seasoning with
filet mignon and bone
marrow extracts from
VIETGAP standard
fresh meat and bones.
- Packaging: bright,
eye-catching colors,
designed to be
convenient for use and
storage, to save time
for housewives such as:
there is a guide to tear
the bag and just use
your hand to do it. tear
the bag easily; After
use, just fold the edge
to be able to preserve
the seasoning powder
from being
hygroscopic,
clumping...
- There are many sizes
(50g, 170g, 400g, 900g,
1.2kg and 1.8kg) to suit

each price.

- MAGGI seasoning is a
cooperation product
between the MAGGI
brand and the Nutrition
Institute of the Ministry
of Health through the
national program
"Adding micronutrients
to food".
- Packaging: Bright and
eye-catching packaging,
clear information.
- Available in 3 sizes:
200g, 450g, 900g

-The product is
committed to
passing the quality
management system
and food safety
management system
according to ISO
9001 and FSSC
22000 respectively.
-Simple packaging,
less impressive.
- There are 3 sizes
400g, 900g, 1kg

Pricing

-Knorr's target
customers are
housewives, so product
prices are low.

-Focusing on the highincome market, Maggi's
products are priced
higher than other brands
but still at an
appropriate level.

- Low cost
compared to other
brands.

Distribution
Channel

-Distributing via GT,
MT and E-commerce
channels

-Distributing via GT,
MT and E-commerce
channels

-Distributing via

GT, MT and Ecommerce channels

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III.
Marketing Strategy:
1. Strategy Objectives:
 a) Objectives:
Overall, marketing campaign objectives of Ajingon in TET holiday achieve target:
 Increase brand visibility:
o Achieve top of mind customer awareness
o Focusing on improving the Personalization trend and building the
ajingon’s community 
o Inspire creativity for people to make Tet more interesting but it still
keeps the traditional value
 Increase sale volume:
o Increase 20% sale revenue 
b) Mission and vision of Ajinomoto:
Vision: “Based on a firm understanding of the dietary habits of each country, to
provide deliciousness that supports daily health.” Eating brings nourishment not
only for the body but for the mind. Food made for family members enriches life,
and conversation at the dining table deepens their bonds.
Mission: ASV Value Creation Model

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ASV creates a virtuous cycle (the ASV cycle) that reinvests the economic value
created by resolving social issues through the Group’s business activities in future

business activities, which in turn contributes to the further resolution of social
issues. In this way, ASV represents a strategic initiative for realizing sustainable
growth. Through the ongoing implementation of the ASV cycle, the Group will
enhance corporate value by accumulating value into corporate brand.
2. Target Market:
2.1  Segmentation:
a. Demographic:
Age: 20 - 50 years old
Sex: Female
Occupation: all jobs, especially house wife or the peson in charge of cooking for
family
b. Customer  behaviour:
Why do people choose products? 





W-O-M, influence from the parent ‘s consumer habit
Impression by advertisements campain or tvc on Tv
Brand claim that the product suitable for customer’s health
Logical price and the many interesting promotion

2.2 Targeting:
We select the target market to focus on customers who are housewives between the
ages of 20 and above who have traits like being in charge of family meals, making
buying selections for the family, take care of health member in family and being
price sensitive.


Aji-ngon seasoning users said the reason why they used it is:

The taste of the product is one of the main factors influencing why the majority of
interviewees decide to use Aji-ngon in their kitchens. People said that seasoning the
product made it more pleasant and improved the dish, particularly with soups. 
The fact that the Ajinomoto company has a well-established reputation for Japanese
quality and production cycle also contributed to the participants' high regard for Aji-

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ngon. As a result, they feel confident utilizing Aji-ngon to prepare meals for their
family. 
Aji-ngon has moreover been known and used for a very long time due to its
established reputation and early access to the Vietnamese market, gradually
becoming a habit for many homes. Many respondents indicated that they had been
introduced to using Aji-ngon by family members or that their family had been using
it regularly for a long time.
Next, Aji-ngon has products at competitive costs. Some participants believe in Ajingon because they can afford the product's pricing (even those with modest middleclass incomes) and take advantage of the company's frequent kitchenware sales. 
The majority of the interviewees also cited the fact that they frequently watched
Aji-ngon TV advertisements and were drawn to them as a final justification. 


Users of other brands provided the following reasons for not choosing Ajingon: 

The first drawback of Aji-ngon mentioned by the participants is that the product
preservation method is inadequate, resulting in the product's occasionally lumpy
texture.
The taste of Aji-ngon is a little too sweet for their family's taste, which is the second
reason why many people don't choose it. 

Additionally, some families who have vegetarian members assert that Aji-ngon
doesn't make any vegetarian-friendly products. 
Last but not least, many households mentioned that they were accustomed to using
other brands and were hesitant to switch.
3. Consumer insight:
Vietnamese women often focus on each meal in their family, they have to fulfill
their obligations to their health families. Because, the meals in Vietnamese are the
time for the members to connect and gather fully. Therefore, they take care of
nutritious meals and choose high quality products. It must be suitable for the price
and also have a natural delicious taste and not contain substances harmful to health.
And the product has to be easily found in the Vietnamese market. 
4. Brand positioning:

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The  brand positioning model was created based on 2 main categories: weight of
seasonings glutamate (MSG) and price
In 2007, by a survey conducted by Nguyễn Đức Thịnh, Phan Nguyễn Thị Trung
Hương, Hoàng Thị Nga, Trần Thị Ánh Nguyệt (from Institute of Public Health)
about E631 and E627 in seasonings powders in HCM City, the results shows that:

Knorr has the ratio of 1595,95 mg/kg for E631; 3646,58 mg/kg for E627 
Maggi chicken powder has the ratio of 3483,52 mg/kg for E631; 4509,93
mg/kg for E627
 Maggi stewed bone seasonings has the ratio of 6785,20 mg/kg for E631;
7824,17 mg/kg for E627
 Ajingon Bone and Meat Seasonings  734,17 mg/kg for E631;  23,86
mg/kg.for E627
Source: />



Ajingon products also have a relatively low price which is suitable for the income
of Vietnamese consumers. For example, price of Maggi seasoning in Bach Hoa
Xanh is 39.000 VND for 400g  but Aji-ngon is 33.000VND for 400g 
BRAND KEY
1. Root Strengths:

Aji-ngon Pork Seasoning has improved in quality and appearance in order to suit
the constantly growing expectations of consumers, guaranteeing to deliver
delectable meals.
"đậm thịt ngọt xương "-  new slogan of Aji Ngon, the major component of which is
broth extracted from the bones, marrow, and pork, providing harmony. The dish is
more savory because of Aji-ngon Pork's new, inventive formula, which preserves
the food's original flavor.

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Along with quality improvements, the new Aji-ngon Pork Seasoning has a
luxurious and prominent appearance, making it simpler for customers to recognize
and select the product.
A strong quality control system is followed throughout the entire production process
to guarantee high-quality and secure products for consumers. 25 Products are
investigated and enhanced based on the preferences of the Vietnamese people. Bone
and meat broth is made in a way that mimics Vietnamese housewives' cooking.
2. Competitive environment:
- Kantar Worldpanel conducted a survey on the amount of seasoning used in
Vietnam in 2013, the results showed that every year Vietnamese consumers used
1500 tons of seasoning. Nielsen said: "The demand for seasoning seeds for meals in

Vietnamese families is very large, specifically 30 million liters of soup/day,
seasoning for fried dishes on weekends increased by 18 million dishes/day,
seasoning in stock 14 million pot/day...
-There are many brands of seasoning seeds in Vietnam but there are three biggest
seasoning brands in Vietnam market and they are Knorr (Unilever), Aji-ngon
(Ajinomoto), and Maggi (Nestlé). According to Nielsen statistics, Knorr still leads
the seasoning market share with nearly 50%, followed by Aji-ngon.
-However, the weakness is that this business launches a new product, immediately
other businesses have similar products and stronger promotions, so the market is
always fiercely competitive.
3. Target customer:
Age: from 20 to 50
Sex: Females make up a large proportion, who are having independent life, get
married and spend cooking at home to care for family and themself.
Income:  over 2.000.000 VNĐ/ month
Jobs: all jobs, especially housewives or officer     
Characteristic: People who usually choose products of good quality and have more
nutrients for their family, always take care of their family. Aji-ngon will focus on
health conscious people/ the healthy lifestyle. Also, people who are strict with time
management.  It also suits people who want a one-stop solution for hunger, or do
not want to take much effort in preparing food.

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4. Insight:
Vietnamese women will have joys and desires to become a good wife, mother, and
successful person in life (both taking care of their family and taking care of
themselves). They often choose to express their love through everyday dishes.
However, they are concerned that the use of MSG will cause health effects.

Therefore, they want a product that will help them create delicious and nutritious
dishes.
5. Benefit
We have impression on Ajingon with slogan “ Ngon từ thịt, ngọt từ xương “ and
brand image about healthy spice that is suitable for family care. Spices are
indispensable in every Vietnamese meals which creat the unique taste and
convenient using.
Aji-ngon contains healthy amino acids that help develop muscle and are good for
the health of the elderly
6. Value, beliefs and personality
Aji-ngon believes that eating not only nourishes the body but also nourishes the
mind.
Through the family meals increase the family affection
Based on the understanding of each country's eating habits to bring deliciousness to
a healthy life every day
7. Reason to believe
Aji-ngon is the strong brand which has associated with every Vietnamese meals for
a long time
Aji-ngon ensure the quality of units line product which has many certificates from
professional orgarization for example: HACCP, ISO 9001 : 2015, HALAL
8. Discriminator
Aji-ngon focuses on product research and development. When entering the
Vietnamese market, the group has researched and developed products exclusively
for the domestic market. The best example is Aji-ngon, a seasoning made
exclusively for the Vietnamese market with three optional ingredients: pork,
chicken, shiitake, and lotus seed. Aji-ngon is the most obvious result of the product
localization strategy.

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Aji-ngon is the pioneer seasoning on the market today using the advanced
technology " bone extract" produced directly at Ajinomoto factory according to
modern Japanese technology. Moreover, the production process is strictly
controlled, the raw materials are carefully selected to meet the strict requirements of
food safety and hygiene.
Throughout the production process until the final product reaches the consumer
according to the standards of Quality Management System, Hazard Analysis
System and HACCP Critical Control Points to ensure hygiene food safety,
FOOD DEFENSE Food Security System to control intentional hazards affecting
product quality, Environmental Management System, Health and Safety
Management System OHSAS occupational health and Energy Management
System.
9. Essence:
With the message "Eat well, Live well", Ajinomoto constantly implements
initiatives to help solve social problems through its business activities. The product
wishes to contribute to creating a healthy social community, contributing to the
world food and health field to promote a better life in the future; leveraging the
strengths of amino acids to address food and health issues related to dietary habits
and an aging population. Those things are the core values in the product that they
want to bring to consumers.
5. Strategies:
5.1. Product: 
Wedge seeds are the main product of the brand, but it is a product that is difficult to
diversify the properties of the product, but can only change factors such as
packaging or packaging form. Therefore, during Tet 2023, we decided to keep the
tastes of seasoning seeds: pork, chicken, shiitake mushrooms and lotus seeds –
flavors that have been researched and developed exclusively for the Vietnamese
market so that users can make choices that suit their family tastes.
Quality: To ensure the quality and taste of products, ensure food hygiene and

safety, the products are still censored according to:
  ISO 9001: 2015 Quality Management System Standard
 Hazard analysis system and HACCP critical control points to ensure food
hygiene and safety
 FOOD DEFENSE food security system to control intentional hazards that
affect product quality
 ISO 14001:2015 Environmental Management System
 OHSAS 18001:2007 Occupational Health and Safety Management System
 ISO 50001:2011 Energy Management System

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

Strict standards of the Ajinomoto Group's ASQUA Quality Management
System.

Packaging : We want to change the packaging to attract and impress consumers
more. Specifically, on the package, there will be more details about Tet such as gold
coins, apricots, peaches, swallows ... The main color is red- yellow.  Because red is
the main color that people love because red is the color of fun, warmth, luck,
happiness ... Next to the traditional peach branch is an apricot branch with a brilliant
yellow color that will bring people many prosperous fortunes. Therefore, the
product must have vivid and cheerful colors. We still decided to keep the product
packaging design style (style, size, font) so as not to lose the familiar image in the
minds of consumers. However, the packaging will add many details to create a Tet
atmosphere.
5.2. Price:
Weight: The weight remains the same

5.3. Place:
Ajinomoto products include monosodium glutamate, seasoning, food seasoning....
are products that serve the daily necessities of people. These products can be sold
anywhere with a small sales area, the point of sale can be placed right in the family,
on the street, all alleys, markets... anywhere people Any consumer who needs it can
buy it.
At the present time, Ajinomoto's distribution system is organized according to 5
main sales channels. This helps the company to serve customers in the most
accurate and thoughtful way at different customer groups. The four sales channels
are: general trade; modern trade; restaurant Hotel; industry custom food and ecommerce channel. Selling products on ecommerce is quite new, but it has grown
rapidly and brought a lot of revenue for the company.

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Distribution
channel of
Ajinomoto

GT

MT

HORECA

Retailer

Minisupermarket

Company

Wholesale

Convenience
store

Hotel/ Restaurant

Grocery

Shopping mall

E-COMMERCE

At Tan My Market in District 7, we conducted a quick survey with spice buyers,
most consumers have the habit of buying at grocery stores, traditional markets or
wholesalers, near that area (GT channel) more than other channels. Therefore,
Ajinomoto focuses more on the traditional market. Moreover, Aji-ngon seasoning
has a rich flavor that makes the dish delicious and indispensable in every meal, so
Ajinomoto wants to develop market share, the sales brand must first complete the
wide distribution system so that consumers can enjoy it. users can reach everywhere
such as grocery stores, traditional markets, convenience stores... achieving that goal,
Ajinomoto has distributed their products in the following ways:
First, in GT channel, the company has built a strong distribution team. According to
Ajinomoto's Brochure, the company has 3 large distribution centers in Long Thanh,
Hai Duong and Da Nang. At the same time, Ajinomoto has an extensive business
network with nearly 290 direct sales teams in 63 provinces and cities, so Ajinomoto
Vietnam's products are distributed to customers all over the country, from urban to
rural areas. villages, from plains to mountainous areas, and even remote and island

areas. Always appreciate dedicated and attentive service to each customer;
Ajinomoto Vietnam has a strong, well-trained staff to serve customers and deliver
home to customers nationwide. Customers of the sales teams are mainly
wholesalers, retailers, grocery sellers, including individuals, households ... at
markets, residential areas. This helps Ajinomoto not to depend too much on agents,
but products can be widely distributed to each other small area, each consumer in
the shortest time. This form helps the company to distribute products almost directly
to consumers without going through agents, so it is considered a form of direct

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channel distribution. Product distribution method brings efficiency and revenue
optimization of the company.
Second, direct distribution according to orders at MT channel and HORECA
channel. Customers include supermarkets, convenience stores, restaurants, hotels,
food processing companies, etc. These are the customers who bring in sudden sales
for the company. When there is a need, they will order products at the company's
sales systems. The company then inspects, prepares the goods and delivers them to
the customer's address. Each customer will have a different use purpose, for
example: At the MT channel, the customer will resell to the end consumer (eg
supermarket, convenience store chain, etc.); at HORECA channel, companies will
bid for gift products to give as holiday gifts to company employees; … As a result,
the product is known to many consumers and the company increases its output and
sales.
5.4. Promotion:
5.4.1.    Advertisement:
TVC: One of TVC that brings great success in Vietnam market is “Family home –
Ajinomoto”. The melody and lyrics of this song are remembered by many
Vietnamese people. Thanks to a thorough understanding of customer psychology

and industry trends. Focusing on mass communication for an industry with products
that are essential, cheap and used by almost every family. Delicious spices often
revolve around the family theme with characters who are usually little-known
ordinary people with the aim of bringing closeness, familiarity and empathy to
viewers. The ads are run on major TV channels in prime time frames in Vietnam.
Social media: In the Vietnamese market, Ajinomoto focuses on advertising on the
two leading social networking platforms in Vietnam today, Facebook and Youtube.
On these two platforms, we will use FB ads and Youtube ads to reach our target
customers.
Advertising method:
o   Regularly post trending articles and interact with the audience through comments,
drop emotions or maybe promote featured products on those articles.
o   PR and CSR activities are implemented synchronously and in-depth, creating a
lasting positive image and impact on the community.
o   Maintain consistency in how to build and convey communication messages, around
the guideline “Eat well, Live well”

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o   Hold contests, mini-games, or show delicious food made from Ajinomoto products
to create trends or simply reach a wider audience.
o   Display ads: Display ads often appear in the form of posters, banners, videos posted
on the company's Facebook homepage with the theme of the campaign. In addition,
it also appears as images, animations or videos that are shown on LED screens of
various sizes in supermarkets.
5.4.2.    Promotion:
Sales channel including MT channel, GT channel, HORECA channel and ECOMMERCE.
Promotional tools aimed at customers of channels: free samples, coupons,
discounts, sweepstakes.

5.4.3.    Public Relations:
Sponsor: Ajinomoto Corporation signed an agreement to become the top-level
sponsor for the 31st Southeast Asian Games (SEA GAME). In Tet 2023, we plan to
sponsor for a television broadcast.
Social activities: Ajinomoto has become a golden example in manufacturing and
building factories in a way that optimizes gas and waste into the environment.
Developing production based on a sustainable environment is the motto of
Ajinomoto Group globally. Based on the Group's motto, Ajinomoto Vietnam
Company always strives to implement policies and activities that contribute to
environmental protection through the Company's production and business.
IV.

Tet promotion plan:

1. Idea:
This campaign will focus on exploiting the creativity of Vietnamese consumers.
From traditional dishes, Ajingon will inspire people to create exciting new dishes on
Tet. Now, Tet holidays will become more fun thanks to activities with family and
friends, helping to connect people with each other.
2. Tagline:
Ajingon- Thêm vị, thêm Tết
Meaning: During the Covid pandemic, people had reservations and worries when
going to relatives and friends on Tet. This is the reason why people did not have a

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