(TIỂU LUẬN) MARKETING PLAN MARKETING PLAN FOR LAUNCHING TOP TOP SELF HEATING HOT POT ACECOOK VIETNAM’S NEW PRODUCT

THE MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
-----úûúû-----

MARKETING PLAN
MARKETING PLAN FOR LAUNCHING TOP TOP
SELF-HEATING HOT POT- ACECOOK VIETNAM’S
NEW PRODUCT
MAJOR: MARKETING MANAGEMENT

Name
Le Vo Bao Ngan
Tran Tu Quyen

Student Code
2021008487
2021008532

Class: CLC_20DMA08

Ho Chi Minh City - 2021

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PERFORMANCE EVALUATION
SERIAL

NAME

STUDENT CODE

1

Lê Võ Bảo Ngân

2021008487

PERFORMANCE
PERCENTAGE
100%

2

Trần Tú Quyên

2021008532

100%

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TABLE OF CONTENT
1.EXECUTIVE SUMMARY ............................................................................................... 1
2.SITUATION ANALYSIS ................................................................................................. 2
2.1 Market Summary......................................................................................................... 2

2.1.1 Market Demographics .......................................................................................... 2
2.1.2 Market Needs........................................................................................................ 2
2.1.3 Market Trends ...................................................................................................... 3
2.1.4 Market Growth ..................................................................................................... 3
2.2. SWOT Analysis ......................................................................................................... 3
2.2.1 Strengths ............................................................................................................... 3
2.2.2 Weaknesses........................................................................................................... 4
2.2.3 Opportunities ........................................................................................................ 4
2.2.4 Threats .................................................................................................................. 4
2.3 Competition ................................................................................................................. 4
2.4 Product Offering ......................................................................................................... 6
2.5 Key to Success ............................................................................................................ 6
2.6 Critical Issues .............................................................................................................. 6
3.MARKETING STRATEGY ............................................................................................. 7
3.1 Mission ........................................................................................................................ 7
3.2 Market Objectives ....................................................................................................... 7
3.3 Financial Objectives .................................................................................................... 7
3.4 Target Markets ............................................................................................................ 8
3.4.1. Customer .............................................................................................................. 8
3.4.2 Bussiness .............................................................................................................. 9
3.5 Positioning .................................................................................................................. 9
3.6 Marketing Strategy .................................................................................................... 10
3.6.1 Product................................................................................................................ 10
3.6.2 Price .................................................................................................................... 12
3.6.3 Place.................................................................................................................... 13
3.6.4 Promotion ........................................................................................................... 14
4.ACTION PLAN ............................................................................................................... 15
4.1 QUARTER I ............................................................................................................. 15

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4.2 QUARTER II ............................................................................................................ 19
4.3 QUARTER III ........................................................................................................... 23
4.4 QUARTER IV........................................................................................................... 27
5.FINANCIALS ................................................................................................................. 31
5.1 Break-Even Analysis................................................................................................. 31
5.2 Sales Forecast............................................................................................................ 31
5.3 Expense Forecast....................................................................................................... 31
6.CONTROLS .................................................................................................................... 32
6.1. Implementation ........................................................................................................ 33
6.2. Marketing Organization ........................................................................................... 33
REFERENCES ................................................................................................................... 34
APPENDICES .................................................................................................................... 36

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1. EXECUTIVE SUMMARY
Entered the Vietnamese market from December 15, 1993, and started production and
business in1995. With 27 years of experience, Acecook Vietnam became a manufacturer of
instant noodles leading in Vietnam, supplying the market with diverse products such as
instant noodles, instant rice noodles, instant vermicelli, cooked vermicelli, vermicelli
noodles, cooked pho... get the trust and supported by millions of customers.

With the set mission and mission, Acecook is committed to bringing consumers:

– Satisfaction, joy and peace of mind to consumers through convenient, delicious
quality and food safe products on the basis of taste=.
– Focus on building sustainable human resources by creating a favorable working
environment, good welfare for employees to work with peace of mind and make
long-term dedication.
– Commitment to comply with the law, ensure food safety standards and be
environmentally friendly.
– Actively working to improve the quality of life, bringing joy and smiles to
everyone and contributing to the development of society.
In Vietnam, because of the Covid-19 epidemic, consumers' trends and consumption
habits are gradually changing. According to a survey from Nielsen, more than 50% of
people have reduced the frequency of visiting visit supermarkets, grocery stores and
traditional markets. At the same time, the cart value above 1 purchase increased to meet the
need to stay at home more and limit going out. They tend to buy packaged goods, instant
food, .. and stockpile at home instead of going to the shops outside. Because of people's
health concerns, the amount of packaged food is still on the rise. However, consumers value
convenience, deliciousness, and health nowadays. Unlike the past, the factor of convenience
and savings has changed. This is also the reason the manufacturers continuously offer
products in the high segment, improve quality, increase advertising and promotions to reach
consumers such as noodles, pho, vermicelli, and noodles cup-bowl-tray, added with meat,
shrimp, eggs, seafood and other nutritious foods supplements are continuously launched
into the market, helping consumers enjoy the food in anywhere and change dishes often.
The Vietnamese instant noodle market is also located in the trend of "premiumization" of
the world, when consumers are willing to pay for more expensive products.
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That's why Acecook wants to launch Vietnam's first self-boiling hot pot product. This is a
product that both meets the needs of convenience, health, as well as a variety of nutrition.
2. SITUATION ANALYSIS
Acecook - the leading general food company in Vietnam. Officially put into operation
in 1995, after many years of operation, Acecook Vietnam has continuously grown and
achieved a solid position in the market. Acecook always wishes to bring satisfaction, joy,
and peace of mind to consumers through convenient products, delicious quality, and food
safety.
2.1 Market Summary
2.1.1 Market Demographics
• Geographics
Acecook has no set geographic target area. We serve customers all over the country by
leveraging the expansive reach of the Internet and multiple delivery services.
•
•
-

Demographics
The ratio of male and female users is quite balanced.
Age: 16-35.
Occupation: Student, office worker, housewife.
Income: medium to high income.
Behavior Factors
Users are busy and have little time to cook.
Users like the convenience, fast.
Users have a passion for food and prefer trying new foods.
Users spend money on food, typically available food.

2.1.2 Market Needs
Acecook brings to the market a lot of quality instant products. The company is still making
efforts to fulfill the following benefits for its customers:
-

-

Authentic taste: Consumers are attracted by delicious dishes and retain the typical
flavor of the original dish even if it is canned food.
Affordable price: When the quality of food satisfies customers, a reasonable price
will keep them longer. Consumers don't want to pay too much for a serving, which
can make them less loyal to the product.
Attractive designs: When putting many products together, the one with a beautiful
and outstanding design will attract the attention of customers more.

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2.1.3 Market Trends
In 2020, Vietnam has become the world's third-largest instant noodles market with
over 7.03 billion servings consumed. This is an increase of 29 percent from 2019 and a new
record for the country, according to data from the World Instant Noodles Association
(WINA). Besides, the latest survey by the market research company Nielsen Vietnam said
the consumption rate of instant noodles during the Covid-19 outbreak in Vietnam increased
by 67%. Most consumers have turned to storing dry food in their homes. As a result, the
demand for instant food has also increased because of their convenience, variety of flavors,

product lines and affordable prices.
2.1.4 Market Growth
WINA data shows, Global consumption of instant noodles rose nearly 10 percent in
2020 to 116.56 billion servings. In there, Vietnam accounted for around 6 percent of instant
noodles servings in the world. Each Vietnamese consumed about 55.6 servings on average.
The increase in instant food consumption in Vietnam has occurred as the country faces the
Covid-19 pandemic outbreaks, forcing people to stay at home under social distancing
directives. According to the market research report by Facts and Factors, global instant
noodle sales are expected to increase from 45.1 billion USD in 2020 to 74.08 billion USD
in 2028, and the average annual revenue growth will reach 6.40% in the forecast period
2021 to 2028.

Figure 2.1: Global Instant Noodles Market
2.2. SWOT Analysis
2.2.1 Strengths
-

Has a large market and holds a high market share.
High brand awareness, familiar with Vietnamese consumers of many ages.
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Get many certificates of food hygiene and safety.

-

Advanced production technology, international standard quality control process.

2.2.2 Weaknesses
-

There is no comprehensive customer care policy.

-

Packaging and quality are not regularly improved that easily cause boredom with
customers.

2.2.3 Opportunities
-

Consumer demand for instant food has increased sharply due to the impact of the
Covid-19 epidemic.

-

Not must pay international tax and shipping fees, so the price is cheaper than the
common ground.
Create a breakthrough when challenging with new products.
The taste is more suitable for Vietnamese taste than foreign products.

-

2.2.4 Threats

-

There are many competitors in the market such as Masan Consumer, Uniben and
Asian Food.
Customers are not loyal to products/brands.
Consumers (take care of their health more and increasingly) appreciate home-selfcooked dishes.
Shortage of supplies and labor resources due to the epidemic situation.
More and more substitutes will appear in the future.

2.3 Competition
For many years, the Vietnamese instant food market has been dominated by four big
players: Acecook Vietnam, Masan Consumer, Uniben, and Asia Foods.

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Figure 2.2: Market share by volume of Vietnamese noodle manufacturers.
(source: nguoiduatin.vn)
According to Retail Data's statistical data, in the first 9 months of 2020, this group
accounted for about 84% of instant noodle market revenue. In which, Acecook Vietnam
Group leads with 35.4% market share. However, the data shows that this company is losing
market share over the years, from 36.8% in 2018 to 36.7% in 2019. By the end of 2019, the
company's revenue reached VND 10,648 billion, profit after tax was VND 1,660 billion.
Holding the second position in the instant food industry is Masan Consumer. With the goal
of constantly innovating, the company continuously launched high-class instant noodle
products to the market and achieved high growth in both volume and selling price. In 2019,

the company achieved a revenue of 4,968 billion VND, up 7% compared to 2018. Facing
the strong rise of Masan, like Acecook Vietnam, both Uniben and Asia Foods are losing
market share. For Uniben, the market share in 2018 accounted for 17.2%, decreasing to
14.9% in the first 9 months of 2020. In terms of business results, Uniben achieves steady
revenue of thousands of billions of dong per year, but the profit is quite low. Specifically,
in 2019, the company earned nearly 2,856 billion VND, but the profit was only nearly 40
billion VND. Compared with Uniben, Asian Food's profit is higher and there is a big gap.
Specifically, in 2010, Asia Foods' revenue reached VND 3,070 billion and a net profit of
VND 409 billion. And the market share of Asia Foods decreased from 11.5% (in 2018) to
10.1% (9 months in 2020).

Figure 2.3: Revenue of instant noodle maker in 2017-2019 (unit: billion VND)

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Figure 2.4: Profit of instant noodle maker in 2017-2019 (unit: billion VND)
2.4 Product Offering
Acecook self-heating hot pot currently offers 3 taste:
The first product is Tóp Tóp Seafood hot pot. The product includes 1 pack of sauce,
dry noodles and side dishes such as fish balls, squid balls, crab sticks, dried shrimp and
lotus roots. The dish has a sour, spicy and deep flavor that is extremely attractive.
The second product, Tóp Tóp Beef hot pot, includes 1 pack of dry noodles, 1 pack
of sauce, 1 pack of large beef, tofu and onions. The beef is both soft and chewy, served with
the sweet broth of onions to create a warm flavor for the dish.
The third product is Tóp Tóp Mushroom hot pot, also known as Tóp Tóp Vegetarian

hot pot. This product includes dry noodles, flavored sauce packs, tofu, carrots and corn.
Besides, this type of hot pot also has a package of mushroom sauce including many types
such as enoki mushrooms, shiitake mushrooms and straw mushrooms.
2.5 Key to Success
The keys to success are quality and price of products that meet market demand.
Ensuring these two factors will help the position of Tóp Tóp in the market more firmly.
Besides, Acecook must satisfy its customer through the tastes of the dish. Any product
should be launched because of customer need - the success or failure of any product is
largely dependent on whether people like and use it or not. If these keys to success are
achieved, Acecook will become a profitable, sustainable company.
2.6 Critical Issues
-

Regularly follow customer satisfaction and update their responses, ensuring that the
growth strategy will not compromise service and customer's experience.
Control the growth that expenses will never exceed the revenue base. This will
protect the company from recessions.
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-

Pay attention to their competitors for similar products at both their price points and
their target customers. Get to know other businesses and identify gaps in their
products that you can fill.

3. MARKETING STRATEGY
3.1 Mission
Vision: governance capacity to adapt to the process of globalization=.
Mission: ASSURANCE for customers=.
Business philosophy: "Through the culinary path to contribute to Vietnamese society".
Core value: Happy Customers, Happy Employees, Happy Society
3.2 Market Objectives
Acecook Vietnam is currently supplying to the market the following products:
● Instant noodles (packs, bowls, cups, trays) - this is the company's spearhead product
with brands such as: Hao Hao, Modern, De Nhat…
● Pho, noodle soup, instant vermicelli (package, bowl).
● The salt and seasoning package of Hao Hao noodles is loved by consumers, so
recently, Acecook Vietnam has launched Hao Hao Sauce to serve and satisfy the
needs of millions of customers
3.3 Financial Objectives
Revenue: expected 1 year after product launch (from January 1, 2022, to December 31,
2022) Acecook will sell 21,000,000 Top Top self-heating hot pot products in 5 big cities of
Ha Noi, Hai Phong, Ho Chi Minh, Da Nang, Can Tho and earn 975,000,000 thousand VND
in revenue.
Market share: the total population in 5 major cities of Vietnam is nearly 21 million people
(Ho Chi Minh Minh city 8,837 million, Da Nang 1.191 million, Hanoi 8,3 million, Hai
Phong 1.342 million, Can Tho 1.244 million). With 21,000,000 products sold,
corresponding to a maximum possible market share of 15% (assuming each people buy
products 1 time)

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3.4 Target Markets
3.4.1. Customer

Demographic

Group 1

Group 2

Age

18-25

26-35

Income

Average over 4.000.000

Average over 15.000.000

Occupati
on

Students, new employees

Office workers, engineers,
laborers
professional workers,
housewives,

Geographic
Psychologist

5 big cities (Hanoi, Hai Phong, Da Nang, Ho Chi Minh, Can Tho)
Love to try the products
new, discover, curious.
Want to save time and still
want to eat good quality
food nutrition.
Lazy to go buy or cook

Diverse flavors make the
meal not boring
Fill your stomach quickly
and easily to cook.
Very reasonable price for a
box hot Pot.

eat.
Behavior

There are full-quality dishes
in a shorter delivery time.

Buy online, shop when
catching new products at
retail points.
Regularly update the
coin’s consumer
orientation, products new.

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No time to cook.
Eating is boring due to lack
of food options.


3.4.2 Bussiness
Demographic

Supermarket
Grocery store
Traditional shop
Convenience store
Ecommerce platform

Geographic

5 big cities

E-commerce platform

Seeking benefits

Prioritize high-margin, high-recognition goods
Prioritize goods that are easy to store.
Products continuously develop and stabilize every year
Support from the manufacturer in terms of storage,
transportation, display
There is a source of goods to provide a full range for distributors

Behavior

There are promotions for consumers
Buy a variety of products from the manufacturer at a discounted
price.

3.5 Positioning
The Top Top self-heating hot pot is essentially fast food. However, compared to existing
instant food on the Vietnamese market such as instant noodles, Pho, etc. Acecook's selfheating hot pot has many improvements. Firstly, consumers do not need boiling water but
only need cold water to be able to cook hot pot of self-heating within 10 minutes by the
self-heating mechanism of the self-heating bag, which is very convenient for those who
want to use hotpot in a place where there is no electricity, gas, etc. Moreover, the selfheating hot pot on the Vietnamese market today is mostly imported from China - where
the dishes are commented to have quite a lot of oil and flavor of traditional medicine.
Vietnamese people, especially young people, are not too familiar with that taste.
Therefore, Top Top self-heating hot pot can also satisfy the taste factor suitable for
Vietnamese taste.

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3.6 Marketing Strategy
3.6.1 Product
Tóp Tóp self-heating hot pot is the first self-heating hot pot product in Vietnam. That is
a product capable of self-heating heats the food inside without the need for a stove or any
other heating tool any. To do this special thing, inside the self-heating hot pot, there will be
a heat-generating bag. When this package comes in contact with water, it will generate heat
and make the water hot, from which the hot pot will automatically It's like boiling on a
stove. Vietnamese people have a unique taste formed from the culinary culture Since ancient
times, Vietnamese dishes are always full and full of spices. However, Today's busy life has
made Vietnamese people gradually accept simple dishes simple and bland just to save time.
Grasping that situation, Acecook times First introduced to the market Latuso self-heating
hot pot not only meets all the requirements unique culinary needs but is also very convenient
and time-saving.
-

Product name: Tóp Tóp self-heating hot pot

This name is easy to read, easy to remember and expresses closeness and affection. The
logo of Top Top is the word "self-heating hot pot" with the full brand name and the taste of
hot pot but smaller.
-

Packaging:

Acecook's plastic tray is specialized for food and is supplied from reputable partners,

certified for safety in practice products. The front side of product label: Acecook logo,
symbolic image for hot pot, net weight, product flavor, product information, and note
pictures,... We keep the traditional Acecook logo on the product packaging and continue to
design the paper packaging. To move into the product growth phase, we continue to research
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and expand the depth of the product mix, launch and upgrade multiple versions for the
campaigns.
Top Top has 3 typical flavors: mushroom, seafood, and beef developed from
satisfying the taste of Vietnamese people which are sour, spicy, salty. At the same time,
vegetarians can also use this product when choosing a mushroom flavor. Depending on the
taste, the packaging process and product packaging will also have specific similarities and
differences to help consumers easily recognizable. Below is our team’s self-design for three
flavors of this product.

Figure 3.1: llustration of Top Top self-heating hot pot seafood flavor.

Figure 3.2: llustration of Top Top self-heating hot pot beef flavor.

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Figure 3.3: llustration of Top Top self-heating hot pot mushroom flavor.
3.6.2 Price
We’ll adopt a Value based-pricing method due to good brand and excellent product
quality. Acecook also applies Market penetration pricing strategy in order to quickly gain
market share and give customers the opportunity to try our new product. Besides that, we
also apply Product bundle pricing strategy to encourage the purchasing power of
customers.
Acecook also uses psychological pricing. The idea behind psychological pricing is
that customers will read the slightly lower price and treat it lower than the price actually is.
We’ll sell the product with a retail price of 65.000 VND, combined with the Product bundle
pricing strategy.
• B2B:
-

Unified shipping pricing: due to Acecook's distribution system throughout
Vietnam, distribution is a strength. However, only a few factories are able to meet
the production requirements of this Top Top product, so free shipping is not possible.
Therefore, the shipping price for each agent and distributor will be the same.

-

Discount: Dealers or distributors will receive a discount based on the number of
imported goods in batches. At least 10% will be (Extract in 30% of selling expenses).

• B2C:
-

Location-discriminatory pricing: customers will choose products according to
their usage needs depending on the shopping location,... Therefore, retail locations

will always have price differences to increase profits. Understanding that factor,
when Acecook the price sells to agents or retailers will be adjusted to meet their
profit needs but still, guarantee the price to consumers unchanged.

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3.6.3 Place
Distribution method: mass distribution
Acecook has 11 noodle factories spread across 3 regions of North, Central, and South in
Vietnam. In each province, the factory is located in a different strategy. North has 3
factories, the South has 7 factories and the Central has 1 factory. Below is the model
distribution pattern of Top Top heating hot pot from production to consumers.

Manufacturer

Wholesaler/
distributor

Retailer

Customer

Acecook has many different forms of distribution channels to bring products to people’s
consumption but is still mainly distributed under the agent system (wholesale). Acecook
chooses to sell outright to distributors to save costs (warehouse rental costs). The business

chooses many wholesalers and the duty of these distributors is to distribute to the retailers
hierarchical and then cover the retail stores. When customers have demand, retailers will
report it to wholesalers and this business will offer the product on a wholesale basis break.
This model is optimal in that Acecook will limit the amount of inventory to save costs as
well as meet the number of products committed to distributors.

We have adopted an Intensive Distribution Strategy and maintain a growing network with
our distribution partners.

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3.6.4 Promotion
• Push strategies: Contact with Acecook’s old distribution agents in major cities.
Then, try to contact 150 new distributors and 2,000 serving retailers (new) to offer
products to them. Connected with dealer chains, especially which is in serving the
upper-middle-income customer segment such as supermarkets, hypermarkets, mini
market, convenience stores in the city center,...
• Pull strategies:
- Advertising
We work with newspapers to support our press conference. We run TVC on digital
platforms, advertising on social networks associations like Facebook, Instagram,..
collaborate with influencers, and hold related online campaigns to promote the product.
-

PR

We organize campaigns related to environmental protection, sponsor competitions, events,
and cooperate with partners to hold health-related events.
-

Sales promotion

During the first and second quarters, we test our products by sampling them and running
flash sales on double days. Then, in quarters three and four, we launch a lucky award
campaign.
-

Personal selling

Give samples at selling points and place booths with an event to attract customers so that
customers can easily try out products and make purchasing decisions. In detail, the Top Top
testing booth can be put at supermarkets, offices, schools, convenience stores...
-

Direct marketing

We keep in touch with customers (mainly dealers and retailers) by sending emails. We will
send notifications for product launches, holidays, and anniversaries, as well as discount
voucher codes and QR codes.
3.7. MARKETING RESEARCH
We will have our products tested with focus groups of target customers, including those
who are not interested in self-heating hot pot and those who have already had needs and are
interested in this. By which, we will get feedback from customers on product quality (price,
taste, nutrition), packaging, and design, and then make the improvements. We will continue
to expand product testing with a diverse range of users in order to measure and analyze

customer attitudes toward competing self-heating hot pot brands and products. Research on
brand awareness will assist us in determining the effectiveness and efficiency of our
messages and media. Finally, we will assess the market reaction.

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4. ACTION PLAN
4.1 QUARTER I
CATEGORY

QUARTER I

Product

QI Totals
(thousand
VND)

January

February

March

X

X

X

Price

Product bundle pricing strategy: launch 20,000 (10,25%) off for
combo 3 flavors and 1.000.000 codes 5% discount (up to 20,000)
for any combo of 2 products with different flavors.

Place

- Sign distribution/ commission
contract with retailers/
distributors
- Prepare products to distribute to
Loyal retailers/ distributors of
Acecook (CVS, Supermarkets,
etc) focus on 5 big cities Ha Noi,
Hai Phong, Da Nang, Ho Chi
Minh, Can Tho.

X
20,130,000

- Expand retail partners in 5 big
cities and nearby provinces
(from traditional to modern
channels)

- Continue to sell products on ecommerce

- Officially sell products on ecommerce channels especially
Shopee
Promotion

PUSH

1.000.000

● Use of various forms of POSM: launch posters, testing
booth, divider, gondola end, island display, dangler.
● Support a 5% discount for large retailers and distributors.
● Display shelf support for dealers: apply the gift-giving
program for new products on display.
PULL:

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Adve
rtising

*16/1/2022 - 31/1/2022
Book the article "Selfheating hot pot- new
trend" in the online

newspapers:
+ VNExpress: Article
Type 4,5 (3h)
Book the article "Is selfheating hot pot good for
health?" on Dan tri
newspaper in home page
for 2h
- Produce TVC 15s with
Ly Hai- Minh Ha to
introduce the new
product
- OOH (out of home):
Place panels at 5 bus
bodies in Ho Chi Minh, 5
buses in Hanoi.

-Social Media -Social Media
Ads:
Ads
- Cooperate
with 10 large
Fanpage,
group on
Facebook/Inst
agram to
review/post
product
advertisements

- Partner with

food bloggers
who care about
health,
convenience
and support
Vietnamese
products on
social
networking
- Cooperate
platforms to
with Ninh
Tito, Dino Vu, increase brand
recognition:
An sap Sai
Gon, Bong
+ Dino Vu
Tim, Tun
(Youtube)
Pham to make + Tun Pham
review videos (Tiktok)
on youtube as
+ Ninh Tito
well as Tiktok
(Youtube)
to advertise
- Display ads:
for Top Top
run TVC 15s
- Display ads:

Skippable inrun TVC 15s
Skippable in- stream ads:
850,000 views
stream ads
on Youtube
YouTube:
850.000 views
+ Facebook
CPM plan:
250,000 views

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1,503,800


PR

*1/1/2022 15/1/2022

X

X

902.000

- Promotion:
Buy combo 3
hot pot for 20
red envelopes
of Acecook

*3/3

300.000

- Announce the
launch date of the
new product on
press in 3 days
+Acecook website
+ Vietnambiz: Type
4 (4h)
+ Kenh14: Type 2
(4h)
+ Cafebiz: Type 3
(4h)
*16/1/2022
- Press conference
for launching Top- self-heating
hot pot= (renting
venues, invite
guests, hiring
agencies, etc)
Sales

Promotion

X

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- Flash sales
campaign for 2
times with
30% of the
price on
Shopee


Personal
Selling

- Give 30,000 small
trial samples at the
selling points at
supermarkets,
consult and sell
products if
customers’ need
arises

Direct
- Email to announce
Marketing the launch of new
products to
Acecook customers
with an invitation to
try the product as
well as trial samples

TOTAL EXPENSE: 23,315,900 Thousand VND

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- Give 50,000 X
small trial
cups at
supermarkets,
Tet festivals in
the food court,
consult and
sell products if
customers’
need arises

60.000

- Send Tet
greeting
emails to
customers
(mainly
retailers and
dealers) and a
box of Top
Top - selfheating

50.000

X


4.2 QUARTER II
QII Totals

QUARTER II
CATEGORY
April

May

June

(thousand
VND)

Product

- Launch
the carton
box of 6
pieces

- Product mix strategy:
expanding the depth by
launching heating hot pot= of 1000g
package

X

Price

- Continue to use Product bundle pricing strategy, minus
20.000 VND when buying the package of 6 pieces

X

- Find new partners and sign distribution/commission
contracts with them
- Distribute the stores, markets, convenience stores that are located near
potential customers such as schools, residential areas,
companies, etc and canteens of business partners, etc

Place

X

PUSH
● Use of various forms of POSM: Poster, booth + test, divider,
gondola end , island display, dangler.
● Support a 10% discount for large retailers and distributors.
Promotion

● Display shelf support for dealers: Apply the program to give away
shelves for the first display order.
PULL

19

0

0

1.000.000


- Social media ads:
+ Produce 15 seconds
TVC to enhance
- Social
consumers’ awareness of
Media Ads: the benefits when using
Top Top self-heating hot
+ create a
pot= and introduce new

trend with
version (A package of
self-heating 1000g with 02 Celebrities
hot pot= on - Traditional
Facebook, Advertising: Run 15s
Instagram, TVC on TV: Tiktok.
thời sự= at 19h on VTV1

Advertising

+ Invite
Kols &
Influencers
to join the
challenge:
+ Khoai
Lang
Thang (Fb)

and VTV3, ngũ=, <Đường lên đỉnh
Olympia=, vẻ=, <100 triệu 1 phút=.
- Display ads: run 15s
TVC
+ Using Youtube bumper
ads for 850.000 views

*1/6/2022
- Social media
ads:
+ Launch a
campaign called
show customers
the benefit of
Top Top selfheating hot pot
- Display ads:
run ads for the
campaign
+ Using
Facebook CPM
for 250.000
views

- Traditional
Advertising:
Run 15s TVC
+ A Síng đi + Using Facebook CPM
on TV: Đại Hàn
for 250.000 views
nhập ngũ=,
(Fb)
- OOH: 15 buses covered
<Đường lên
+ Giang ơi with (Fb)

heating hot pot= new
version (1000g package)
vẻ=, <100 triệu
+ Billboard: to introduce 1 phút=.
new version (1000g
package)

20

0

0

7.500.000


*20/5/2022 - 20/6/2022
- Celebrate the Earth Day 5/6, launch a
campaign called <Đối hộp nhựa, lấy
voucher=
+ Consumers can exchange the used
products’ packaging for the vouchers
(500g boxes = 1 voucher 10% when
buy new product)

PR

+ The campaign is being launched to
encourage others to reduce the amount

of plastic in the environment in order to
create a better brand image while also
X
pursuing the Sustainable Development
claim.

690.000

+ Release press to introduce Campaign
<Đối hộp nhựa, lấy voucher= and
encourage everyone to enjoy to save the
world for 2 days:
+ Kenh 14: Article Type 1 (4h)
+ Gia Dinh newspaper: Article Type 1
(4h)
+ Dan tri newspaper: Group 1 link 2
(2h)
*6/6/2022
- Flash Sale
campaign for 2
times for new
version
(1000g): 80%
of the price on
Shopee

Sales
Promotion

X

Personal
Selling

- 250 Selling Booths for the rẻ= campaign near schools, mall centers,
supermarkets in big cities to attract
young target customers to buy the Top self-heating hot pot=

X

21

0

0

1,040,000

100,000