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

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TEACHER'S COMMENTS
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Contents

I.

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

II.

Situation Analysis:......................................................................
1. Market summary:...............................................................................................

1.1. Actual Situation:..................................................................
2.

SWOT analysis:.........................................................................

2.1. SWOT analysis for the company-AJINOMOTO:..........

2.2. SWOT analysis for Aji-ngon:............................................
3.
III.

Competition:..............................................................................

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

1.

Strategy Objectives:.............................

a) Objectives:.............................................................................

b) Mission and vision of Ajinomoto:.......................................
2.

Target Market:.....................................

2.1 Segmentation:......................................................................

2.2 Targeting:.............................................................................
3.

Consumer insight:.....................................................................

4.

Brand positioning:....................................................................

BRAND KEY.....................................................................................................
1.

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

2.

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

3.

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

4.

Insight:..................................................

5.

Benefit....................................................

4


5.

IV.

6.

Value, beliefs and personal

7.

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

8.

Discriminator.....................

9.

Essence:..............................

Strategies:...................................................................................
5.1.

Product:..............................

5.2.

Price:...................................

5.3.

Place:...................................

5.4.

Promotion:..........................

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

1.

Idea:............................................................................................

2.

Tagline:.......................................................................................

3.

Sale promotion campaign:........................................................

3.1.

Digital marketing:.............

3.2.

Sale promotion:..................

3.3.

Merchandising:..................

4.Communication:.............................................................................................

4.1. TVC:....................................................................................
4.2.

Online PR:..........................

4.3 Pano:.....................................................................................

4.4. OOH:...................................................................................
4.5.

Sponsor:..............................

5.

Execution:..................................................................................

6.

Timeline:....................................................................................

5


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.

AI.

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

8


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:

WEAKNESSES:

- Ajingon is a product manufactured by

- There are not many promotions to

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

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
Competitive
advantage

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
human and financial
resources in the field of
research and
development. Therefore,
Maggi brand has high
quality and the product
always improved to
bring superior products
to their customers.

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.
T
a
r
g
e
t
W
o
m
e
n
a
g
e
d

o
v
e
r
2
2
,
c
u
s
t

o
m
e
r


who have
families,
ha
ve
jo
bs,
ma
rri
ed
wo
me
n.
Th
ey
are
se
nsi
tiv
e
to
the
pri
ce.

Women aged 25-55,
Women have a
who have a housewife
housewife role and
role in the family and
attention to each
decide buying,
making
meal. Besides that,
meals in the family.
cooking at street
vend
ors,
food
store
s,
resta
urant
s,..

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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 -The product is
cooperation product
committed to
between the MAGGI
passing the quality
brand and the Nutrition management system
Institute of the Ministry and food safety
of Health through the
management system
national program
according to ISO
"Adding micronutrients 9001 and FSSC
to food".
22000 respectively.
- Packaging: Bright and -Simple packaging,
eye-catching packaging, less impressive.
clear information.
- There are 3 sizes
- Available in 3 sizes:
400g, 900g, 1kg
200g, 450g, 900g

Pricing

Distribution
Channel

-Knorr's
custome
housewi

prices ar

-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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Marketing Strategy:
1. Strategy Objectives:

BI.

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.

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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 Ajingon. 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 Ajingon 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

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more savory because of Aji-ngon Pork's new, inventive formula, which preserves
the food's original flavor.
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.

19


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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3. Competition:

Competitive
advantage


Knorr
It is one big financial
background, with the
support of the global


Unilever company.
It is a huge
brand around the
world Especially in

famous


world. Especially in

VietNam.

The marketing program
is suitable and friendly
with locals. They had
the right insight and
showed a good image
to the Vietnamese
market.

Has many promotion
and marketing with
many festivals, strong
marketing strategy and
create the unit product.

global Netstlé. One of

the companies has the
largest investment in
human and financial
resources in the field of
research and
development. Therefore,
Maggi brand has high
quality and the product
always improved to
bring superior products
to their customers.

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 can
molasses created b
hardworking
Vietnamese
farmers.

h
e
y

Target
Women aged
over 22,
customer

who have
families,
h
a
v
e
jo
b
s,
m
ar
ri
e
d
w
o
m
e
n.
T

a
r
e
s
e
n
s
i
t

i
v
e

t
o

t
h
e

p
r