(Tiểu luận) maggi seasoning granules swot analysis swot of nestlé maggi

TON DUC THANG UNIVERSITY
FACULTY OF BUSINESS ADMINISTRATION

ASIAN MARKETING MANAGEMENT

MAGGI SEASONING GRANULES
Giảng viên hướng dẫn: NGUYEN THI QUYNH ANH
Nhóm: MAGGIE

HCMC, NOVEMBER 2021

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LIST OF MEMBERS
MAGGIE
No.

Full name

Student ID

Completion (%)

1

Nguyễn Ngọc Lan Anh (leader)

719H0007

100

2

Bùi Thị Châu Trâm

719H0139

100

3

Phạm Nhật Quang

719H0107

100

4

Nguyễn Ngọc Quỳnh Như

719H0094

100

5

Võ Đại Minh Hồng

719H0858

100

6

Lê Phạm Thanh Huyền

719H0044

100

7

Vũ Nguyễn Bình Giang

719H0027

100

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INTRUCTOR’S REVIEW
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TABLE OF CONTENTS
1.

EXECUTIVE SUMMARY................................................................................................................. 6

2.

SITUATION ANALYSIS ................................................................................................................... 7
2.1.

Market summary ........................................................................................................................ 7

2.2.

SWOT analysis ............................................................................................................................ 8

2.3.

Competition ............................................................................................................................... 10

2.3.1.

Indirect competitors ............................................................................................................ 10

2.3.2.

Direct competitors ............................................................................................................... 11

2.4.
3.

MARKETING STRATEGY ............................................................................................................ 15
3.1.

Objectives................................................................................................................................... 15

3.3.

Consumer insight ...................................................................................................................... 15

3.4.

Brand positioning model ..........................................................................................................15

3.4.1.

Root Strength ...................................................................................................................... 15

3.4.2.

Competitive environment .................................................................................................... 15

3.4.3.

Target .................................................................................................................................. 15

3.4.4.

Insight ................................................................................................................................. 16

3.4.5.

Benefits ............................................................................................................................... 16

3.4.6.

Value, Belief, Personality ................................................................................................... 16

3.4.7.

Reason to Believe................................................................................................................ 17

3.4.8.

Discriminators ..................................................................................................................... 17

3.4.9.

Core Value .......................................................................................................................... 17

3.5.

4.

E-commerce ............................................................................................................................... 14

Strategies.................................................................................................................................... 18

3.5.1.

Product ................................................................................................................................ 18

3.5.2.

Price ....................................................................................................................................18

3.5.3.

Place .................................................................................................................................... 19

3.5.4.

Promotion............................................................................................................................ 20

TET PROMOTION PLAN .............................................................................................................. 21
4.1.

Ideas ...........................................................................................................................................21

4.1.1.

Situation .............................................................................................................................. 21

4.1.2.

Digital Marketing ................................................................................................................ 21

4.1.3.

Communication ................................................................................................................... 21
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4.2.

Tagline........................................................................................................................................ 23

4.3.

Sales promotion ......................................................................................................................... 23

4.3.1.

Promotion for consumers .................................................................................................... 23

4.3.2.

Promotion for customers ..................................................................................................... 33

4.3.3.

Merchandising..................................................................................................................... 37

4.3.4.

E-Commerce ....................................................................................................................... 39

4.4.

Execution ................................................................................................................................... 41

4.4.1.

Digital Marketing ................................................................................................................ 41

4.4.2.

Communication ................................................................................................................... 43

4.4.3.

Short movie. ........................................................................................................................ 46

4.5.

Timeline ..................................................................................................................................... 56

REFERENCES.......................................................................................................................................... 62
APPENDIX 1: IMAGE INDEX ............................................................................................................... 64
APPENDIX 2: TABLE ............................................................................................................................. 64
APPENDIX 3: TVC SCRIPT IN VIETNAMESE ................................................................................. 66

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1. EXECUTIVE SUMMARY
Maggi is a brand belonging to Nestle corporation that ranked the world's biggest food
conglomerate in F&B health science businesses by Forbes with around 273,000 employees and

gained 84.34 billion dollars in sales in 2020. The brand that is a pioneer in the food industry
supplying more than 300 types has more than 130 years of development history. The brand
penetrated the Vietnamese market in 1935. Maggi aspires to enhance health in life and nourishing
meals for more than 26 million households in VietNam with the mission statement "Good Food,
Good Life." The brand products are becoming a "consumer's best friend" in their kitchen, helping
them prepare and cook delicious, nutritious meals for their families every day.
The Vietnamese seasoning market is currently led by three big brands, Knorr, Aji-ngon,
and Maggi. The main competitor of Maggi is Knorr, when they both target the urban market while
Aji-ngon focuses on the rural market. The products of these brands all help the food to be more
delicious. However, the ways of communicating the message among the three brands are different.
Knorr emphasizes the statement of "full taste of deliciousness" (vị ngon trọn vị), Ajingon
concentrates on "delicious be double" (vị ngon nhân đôi) and Maggi focuses on conveying "natural
deliciousness" when housewives use their products for cooking.
According to a report of Euromonitor International in 2020, the overall retail sales of Maggi
Vietnam reached 1263.6 billion VND. Not only the domestic market, but Maggi Vietnam also
exports its products to other markets in the region such as Thailand, the Philippines, and countries
that need strict quality standards such as the US, Australia, and Japan... This leads to high growth
in both volume and value of Maggi Vietnam. Maggi will still maintain marketing and sales
campaigns for Tet Holiday 2022 every year despite achieving high business growth. The brand
spends 6 billion VND to implement this campaign and aims to increase sales and visibility on the
media during Tet.
The campaign includes many activities such as advertising, sales promotion,
communication, digital marketing, and eCommerce that are implemented from November 22,
2021, to January 29, 2022. Most of the cost is focused on advertising with a short film on Tet
holiday and sales promotion to promote sales in multi-distribution channels. The film's central
message is that everyone should overcome their fear to feel that Tet is the most beautiful and
meaningful time. On difficult days, it is vital to choose the merriest and meaningful way to go.

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2. SITUATION ANALYSIS
Vietnamese culinary culture always requires richness in flavor, and dishes are
synthesized from many different ingredients. They spend a lot of time and effort creating
delicious and flavorful dishes. Therefore, seasoning granules have become an
indispensable product.
Nielsen said: "The demand for seasoning granules for meals in Vietnamese families
is enormous: 30 million liters of soup/day, for fried dishes on weekends increased by 18
million dishes/day, seasoning in stew dishes 14 million pots/day...Market Research
Company TNS in 2008, 27% of urban households were interested in spending on spices.
The seasoning granules' market since 2008 (and until now) is almost entirely in the
hands of four brands: Knorr (Unilever), Maggi (Nestle), Aji-ngon (Ajinomoto), and Chinsu
(Masan Food).
Opportunities and threats when businesses enter the seasoning granules' market:
- Opportunities: a stable industry has much potential for development, so there are
many opportunities to expand the market.
- Threats: competition between existing and potential brands. Most consumers are
familiar with the names of long-standing brands.
2.1. Market summary
Market description and attributes: Spices to enhance daily meals are now considered
a huge market that any family must need. For a long time, many companies have taken
turns participating in the Vietnamese spice market and together conquering the taste of
each Vietnamese family. Criteria to evaluate products are also unclear but mainly depend
on how the advertising business creates psychology in customers.

The market needs: Vietnam consumes about 1,500 tons of seasoning powder/year,
of which Maggi brand is about 400 tons, Knorr 300 tons, Ajinomoto 200 tons, and some
other brands.
Market trends: The popularity of brands among similar spices is not much different.
A brand that organizes more promotions advertises more and costs more for eye-catching
displays will sell better. Buyers are still not loyal to certain brands.
Market growth: It is expected that the demand for spices, especially those that
synthesize many ingredients and are convenient to use in daily meals of families, will
increase by over 30% per year. Brands that already have a foothold in the market try to
launch various programs to try to capture every percentage of the market. New brands try
to find gaps to squeeze in. The seasoning market in Vietnam began to form in less than 20
years but has proven to be a very attractive market with much potential.

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2.2. SWOT analysis
SWOT OF NESTLÉ - Maggi
Strengths

Weaknesses

Nestlé
• Nestle is one of the top corporations

in the field of F&B and has a longstanding brand name.
• Annually invests 1.72 billion USD
in R&D and owns 21 research
centers around the world.
• Have a large distribution system.
• Owns a variety of famous brands
with more than 2000 different
products.
• Support the community through
CSV programs that are appreciated
by consumers.
• Invest in digital transformation
across areas such as marketing,
social
media,
e-commerce,
manufacturing, and supply chain.
Also Data-driven application for
marketing.

Nestlé
• There have been periods of criticism
because some products are not of
good quality.
• Some
issues
have
been
miscommunicated by Nestle, such
as infant formula and breast milk.

Maggi

Maggi

•
•

The products of Maggi are easily
approached.
Have advertising contracts with a lot
of influencers to PR, especially
"Cam Cam's family."

• The market share of Maggi is
shrinking significantly in VN.
•

•

Some false health information is
created regarding the products
created by social media.
The price of Maggi is a higher
comparison
with
competitor's
products.

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Opportunities

Threats

Nestlé
• NESTLE can focus on sales through
the big retail chains to promote its
products.
• Partnerships – Strategic alliances
with other food and beverage giants
are also an excellent opportunity to
increase sales and profits.
• Online shopping – Nestle has a
remarkable opportunity to boost its
e-commerce sites and online
shopping platform.

Nestlé
• Rising competition – Many CPG
companies like Mondelez and
Unilever offer similar food and
beverage products. It is hard for

Nestle to compete in such a situation
where substitute products are easily
accessible.
• Government regulations and prices
– Government regulations can affect
the business operations of Nestle.
Additionally, the increasing costs of
commodities force the company to
increase the prices of its products. It
will lead to sales reduction as
consumers can switch to other
available brands at low costs.

Maggi

Maggi
• Negative word of mouth: online and
social networks are threatened by
the spread of the adverse effects of
Maggi seasoning granules.
• Price wars with other brands of
noodles will influence sales of
Maggi.
• Increased competition could reduce
the market share of Maggi.
• Strict policy and food regulatory
regulations may affect the activities
of Maggi.

•

•
•

The company can also focus on the
chains of restaurants by offering
certain customized or special offers
that will make it less of a
consumer’s daily life.
Maggi may target rural markets that
not given much attention.
New flavors, packaging, and current
consumers will help the brand
expand.

Table 1 Nestle - Maggi SWOT

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2.3. Competition
The seasoning market is full of intensely competitive brands.

Picture 1 Competitors

The direct competitors of Maggi are Knorr and Aji-ngon. The market shares of these
three brands, on average, are approximately the same. There are brands that are strong in
one market but weak in another. Besides that, Maggi has numerous indirect competitors.

Picture 2 Maggi’s products

2.3.1. Indirect competitors
Currently, there are still many people who do not use seasoning seeds. They only
use salt and pepper and another basic condiment. One of the recent emerging condiment
brands in the condiment sector is DH Food.
In addition, with the convenience of modern life, many people turn to ready-made
seasoning packages, soup powder to replace seasoning powder.

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Picture 3 Indirect Competitors

2.3.2. Direct competitors
* SKUs:

Maggi “3 Ngọt” seasoning
granules with pork flavor

Packagetype: 200g, 450g,
900g

Knorr tenderloin, bone
and marrow seasoning
granules.
Packagetype: 50g,
170g, 400g, 900g,
1.2kg, 1.8kg.

Aji-ngon seasoning granules
with pork flavor.
Packagetype: 55g, 60g,
170g, 400g, 900g, 2kg, 3kg.

Maggi Shiitake mushrooms
seasoning granules
Packagetype: 60g, 200g,
450g

Knorr shiitake
mushrooms seasoning
granules.
Packagetype: 50g,
170g, 380g

Aji-ngon seasoning granules
with mushroom and lotus
seeds flavor. Packagetype:
60g, 200g, 400g, 900g.

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Aji-ngon seasoning granules
with chicken flavor.
Packagetype: 60g, 200g,
400g, 900g.

Maggi “3 Ngọt” seasoning
granules with chicken flavor
Packagetype: 200g, 450g,
900g.

Maggi doubles Meat, Bone
Marrow and natural spices
seasoning granules
Packtype: 175g, 400g, 900g.

12 SKUs

9 SKUs

15 SKUs

Table 2 Maggi, Knorr, Aji-ngon SKUs

*4Ps:
Product

Place

Price

Promotion

- Adding
micronutrients to
food.
- Eye-catching
design
packaging, clear
information easy
to understand.
- Follow the
principle:
produced
exclusively
according to the
taste of the
country.

- Distribution
channel of Nestle
to Distributor to

Retailer to
Consumer.
- GT: Grocery
store, market stall,
retail store
- MT:
Supermarket,
Convenience
Store.

Maggi uses an
affordable
price strategy
suitable for the
segment of
housewives
who want to
buy quality
seasoning
seeds at a
reasonable
price.

- Maggi has used
advertising as its
primary
promotional
strategy to create
awareness and for
brand recall.

- The jingle
“Maggi Maggi”.
- As a sales
promotional
strategy over the
years, it has
attached various
free goodies with
its products, such
as free samples.
- It also used many
celebrities for

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- Product
packaging:
colorful, the
main color is
green.

- Modern
Japanese

technology.
The firm
constantly
invests in
research and
development to
improve product
quality, leading
to enhancing
customers' life
quality.
- Packaging has
many sizes to
suit each
customer better.

- Distributing
directly to
supermarkets.
- Distributing to
grocery stores and
markets.
- Distributing to
e-commerce
websites such as
lazada, shoppe,
tiki, …
- In the GT
channel,
Ajinomoto uses a

two-level channel.
- Placing products
in supermarkets,
mini
supermarkets, and
convenience
stores to approach
modern
customers. Sale
points have good
locations, better
infrastructure to
service customers.
- Expanding
distribution
channels to online
websites.

- Apply a
lower pricing
strategy.
- Product
selling prices
are divided
into several
levels
according to
packaging.
- Apply a
lower pricing

strategy.
- Product
selling prices
are divided
into several
levels
according to
packaging.

brand
endorsements. The
users are also
engaged with
social media
platforms like
Facebook,
Instagram.
- Advertising on
mass media:
Televisions,
magazines,
websites.
- Display a
billboard on the
road.
- Promotion for
each product.
- Offer promotions
with many levels.
- Aji-ngon used its

social media
presence to engage
with consumers
directly.
- Use press to
inform about new
improvements in
the quality of Ajingon products and
educate consumers
about the benefits
of their seasoning
granules in
boosting can xi.
- TV
advertisements.

Table 3 Maggi, Knorr, Aji-ngon 4Ps

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2.4. E-commerce
COMPARISON
Lazada

Maggi

Competitors
Strength:
Have many official stores
Low price
Aji-ngon has many combos
High rating

Strength:
The layout is easy to use
Affordable price
Many types of SKU and combo to choose
from
Products come with gifts
High rating
Weakness:
None

Weakness:
Lack of diversity in products type
Knorr doesn’t have combo to choose
Table 4 Lazada comparison

Shopee
Maggi

Competitors
Strength:
Low price

Many types of products with different
quantity to choose from
High rating
Weakness:
Don’t have combo
Don’t have gift come with products

Strength:
The layout is easy to use
Affordable price
Products come with gifts
High rating
Weakness:
Products aren’t diversified

Table 5 Shopee comparison

Tiki
Maggi

Competitors
Strength:
Low price
Many types of products with different
quantity to choose from
High rating
Weakness:
Don’t have combo
Don’t have gift come with products
Lack of diversity in SKUs

Knorr doesn’t have official store on Tiki

Strength:
Affordable price
High rating
Has official stores and Tiki Trading
Weakness:
Only deliver to certain places
Products aren’t diversified

Table 6 Tiki comparison
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3. MARKETING STRATEGY
3.1. Objectives
Increase brand visibility.
Increase sales volume.
3.2. Target market
Targeted customer: Vietnamese women 25 -50 years old, married, and working.
Personality: Caregiving, inspirational, joyful.
Attitude: mums who see cooking as a pleasure, not a burden, and food is a crucial
part of their desire to please their loved ones.
Locations: rural and urban areas. Especially in Ha Noi, Ho Chi Minh, Can Tho, Da

Nang.
3.3. Consumer insight
Tension: The primary barrier today for a woman to prepare delicious food for her
family is time. Because of the natural sweetness extracted, stewing from pork bones to
make soup takes a long time.
Truth: Consumers want to consume products that taste good and healthy with many
nutrients but do not affect health.
Insight: “Modern woman wants to keep her family happy through delicious
dishes but not too much time.”
3.4. Brand positioning model
3.4.1. Root Strength
As a pioneer in the food industry, Maggi supplies more than 300 products and has
a development history of more than 130 years. The brand penetrated the Vietnamese
market in 1912. Maggi brand is top-ranked globally in most purchased food brands (Brand
Footprint 2016-Kantar World Panel). The products are constantly being innovated and
improved to provide adequate micronutrients.
3.4.2. Competitive environment
The market of spices in general and seasoning granule products, in particular, is
highly competitive. Vietnam's spice industry has a growth rate of 25-32% per year.
According to Nielsen's report, the market share of the seasoning granule market in Vietnam
is currently led by three big brands, Knorr, Aji-ngon, and Maggi.
3.4.3. Target
Maggi brand has segmented the market based on the lifestyles and habits of urban
families.
Targeted customer: Vietnamese women 25 -50 years old, married, and working.
Personality: Caregiving, inspirational, joyful.
Attitude: mums who see cooking as a pleasure, not a burden, and food is a crucial
part of their desire to please their loved ones.
Locations: rural and urban areas. Especially in Ha Noi, Ho Chi Minh, Can Tho, Da
Nang.

Customer's portrait of Maggi seasoning granule: They are busy and modern females,
but they also want to prepare meals for their family or females, who have to prepare meals.
Besides that, Maggi inspires Vietnamese females to become more creative in their meals.
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Instead of defying, she learns to embrace her home cook role under her context.
Because the love for her husband and child is unconditional, and cooking is one of the
essential ways she expresses her love for her beloved ones.
Situations:
By varieties of different forms such as advertising, word of mouth, they are
recognized by the Department of Food Hygiene and Safety. Customers have more beliefs
about the brand So they are comfortable with using this brand's product.
3.4.4. Insight
Tension
The primary barrier today for a woman to prepare delicious food for her family is
time. Because of the natural sweetness extracted, stewing from pork bones to make soup
takes a long time.
Truth
Consumers want to consume products that taste good and healthy with many
nutrients but do not affect health.
Motivation
Vietnamese women play an essential role in serving delicious meals to keep the
family happy. Bringing delicious food brings joy to the family.

=> Insight: “Modern woman wants to keep her family happy through delicious
dishes but not too much time”.
3.4.5. Benefits
Maggi seasoning granules help to complement the sweetness and flavor of bone
marrow - marrow and meat, combined with natural traditional Vietnamese spices such as
Da Lat onion, Phu Quoc pepper, Ly Son garlic. It helps homemakers only need to spend a
short time creating flavorful, juicy, high-quality dishes from bone broth without spending
too much time.
Besides, in case consumers cannot buy enough ingredients (such as mushrooms or
pork) to complete a dish, Maggi seasoning granules can also help them complete a dish full
of flavor that they need.
The product also contains a high content of iron and iodized salt to help nourish
meals more nutritious. Maggi’s product boosts the flavor for the tongue and provides
enough nutrition for the proper health and growth of family members.
3.4.6. Value, Belief, Personality
Values: In line with the Group's orientation on Nutrition, Good food Good life,
Maggi's products are cooperated with the National Institute of Nutrition to be supplemented
with micronutrients to meet the nutritional needs of Vietnamese consumers.
Beliefs: Maggi believes that offering tasty meals at low prices is a purpose and a
source of joy for customers. Because Maggi seasoning is made with natural ingredients, it
gives customers much confidence. Become friends with the customers by assisting them in
preparing and cooking tasty, nutritious meals for their families daily.
Personality: Not only bringing high-quality products for the health of consumers,
but Maggi is also one of the pioneer brands in encouraging creativity and expressing
different personalities in each daily dish.
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3.4.7. Reason to Believe
Brand history: Originating from the Swedish, Nestle, established in 1866, to the
present, Nestlé is the largest food corporation in the world. Therefore, Maggi is a
significant and reputable brand so that consumers can trust Maggi as a seasoning with a
clear origin.
The Maggi trademarks have been and are the valuable intellectual property of Nestlé
Company and are protected by all countries in the world where Nestlé does business, under
the Intellectual Property Law of the host country, including Vietnam.
Not only registered for protection, but this trademark of Nestlé has also been widely
used in nearly 200 countries worldwide. Every year, Maggi wins many prestigious brand
awards in Asia such as Reader's Digest Trusted Brand (the prestigious brand of Reader's
Digest - the world's best-selling consumer magazine) from 1999 to 2010, in Malaysia and
Singapore for the product "seasoning"; from 2006 to 2010, this brand also won the
prestigious Philippine Brand Award for similar products. In 2009, the brand "Maggi"
ranked 35th out of 100 prestigious brands in India according to Economic Times
(Economic Times) statistics. In 2010, this brand was ranked 18th. Maggi is also recognized
as a Famous Trademark in many parts of the world, such as Switzerland, Germany, France,
the European Community (27 countries), Bulgaria, Turkey in 2017. According to the global
Brand Footprint report, this is also the most chosen Food brand for two consecutive years.
Products sponsored by reputable experts or famous personalities always receive
high trust in the minds of consumers: Actress Bảo Thanh, Actor Thái Hòa, …
3.4.8. Discriminators
Maggi makes your own difference. Maggi believes that your personality will be the
most extraordinary 'spice' for every dish you make. Therefore, Maggi will always
accompany you so that you can cook your way through Maggi 's natural collection! Maggi
aims to be creative in every meal!

The taste of a family meal is even more delicious when mom has Maggi "side by
side" so that the kitchen is full of new things!
*Packaging Format:
• Color selection — red & yellow — bright, attractive — scientifically known to
induce hunger in human beings.
• Logo consistency — literally remained unchanged since its origin — with such a
consistent logo and color elements, every age group will be able to relate with the
brand over a period of time, evoking nostalgia.
• Packaging: The packaging carries the image of Vietnamese food, making buyers
feel delicious, stimulating the taste buds.
3.4.9. Core Value
Maggi's goal is to become a consumer's best friend, helping them prepare and cook
delicious, nutritious food for their families every day. Maggi's products bring products with
selected natural ingredients, delicate taste for each dish. Naturally delicious Maggi every
day.

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3.5. Strategies
3.5.1. Product
Some Maggi’s seasoning granules Stock Keeping Unit - SKU:
• Maggi Shiitake mushrooms seasoning granules 55g, 200g, 450g.
• Maggi doubles Meat, Bone Marrow and natural spices seasoning granules 175g,

400g, 900g.
• Maggi “3 Ngọt” seasoning granules (pork) 200g, 450g, 900g.
• Maggi “3 Ngọt” seasoning granules (chicken) 200g, 450g, 900g.
Ingredients: the main ingredients in Maggi's seasonings include: iodized salt, flavor
enhancer 621, sugar, tapioca starch, vegetable oil, and other ingredients such as shiitake
powder, mixture dried pork powder - bone broth - stewed marrow and meat, chicken
powder, and stewed chicken broth depending on the type of product.
Nutritional value: the product contains a high iron and iodized salt content to help
prevent anemia and promote health.
Uses: seasoning products from Maggi are flavor enhancers that bring a sweet, rich,
and delicious taste to every family's daily dish, helping consumers save time and bring
convenience during food processing.
3.5.2. Price
The price of Maggi Seasoning Seeds at distribution units such as supermarkets,
Nestlé genuine stores on e-commerce platforms has a difference but not much. Most range
from 1,000-5,000 VND compared to the recommended price from Nestlé Vietnam.
Price list of Maggi seasoning products at some distributors in Vietnam.
Maggi
doubles
Meat, Bone
Marrow
and natural
spices
seasoning
granules
400g

Maggi
doubles
Meat, Bone

Marrow
and natural
spices
seasoning
granules
175g

Maggi
Shiitake
mushrooms
seasoning
granules
450g

Maggi
Shiitake
mushrooms
seasoning
granules
200g

Maggi
Shiitake
mushrooms
seasoning
granules 55g

Maggi “3
Ngọt”
seasoning

granules
(pork)
900g

Recommended price from the official website of Nestle Vietnam
37.000

17.000

42.000

20.000

6.000

71.000

18.900

42.400

21.000

6.300

x

Bách hóa Xanh
37.000

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Tiki Trading
x

x

45.000

x

x

70.000

x

45.000

x

x

64.000

x

x

45.000

x

x

65.000

x

x

38.300

20.300

x

x

36.200

x

37.700

19.900

x

68.500

Shopee Mall Nestle
x
Lazada Nestle Vietnam

SG Co.op

Big C

Unit: VND
x: Aren’t distributed

Table 7 Maggi seasoning products price list

3.5.3. Place
Nestlé brings Maggi seasoning products to the market through multi distribution
channels: the offline channel and the online channel.
Offline channels: Including retail systems (retailers) such as large and small
supermarket chains, convenience stores to even small grocery stores.
Online channels: Including e-commerce systems in Vietnam. Nestlé distributes
Maggi seasoning together with other Nestlé products by the genuine Nestlé Vietnam Mall.
The distribution channel at supermarkets is considered the most effective
distribution because there are large numbers of consumers and housewives who come to

buy household products (cooking ingredients, cooking utensils ...). Besides, the number of
supermarket customers every day is very much, and especially during the holidays and Tet,
this number can increase 3-4 times compared to usual.
Some quotes about the number of customers coming to the supermarket on holidays
and Tet:
"On the second day of the 3-day holiday for the Lunar New Year 2021, people in
Ho Chi Minh City went to supermarkets to shop and have fun, helping to increase
purchasing power here by 30-40% compared to weekdays." - People in Ho Chi Minh City
flocked to supermarkets to shop, purchasing power increased.

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According to a representative of Lotte Mart, the number of customers coming to
shop here during the Tet holiday has increased dramatically, especially on the 28th of the
Lunar New Year, the number of visitors to the supermarket is about more than 7,000.
In the evening of January 29-30, many supermarkets in Hanoi fell into overcrowding
for many hours due to the unexpectedly large number of people flocking here to shop.
However, the modern channel with the influence of the Covid-19 epidemic and the
development of the technology era is growing day by day. This is also a potential channel
to deploy effective Sales Promotion programs.
Some quotes about the shift to online shopping:
"Reports of some Vietnamese e-commerce platforms show that Vietnamese
consumers have quickly embraced the use of e-commerce and online channels such as

Lazada, Sendo, Shopee, Tiki...; in which, nearly 60% of customers surveyed said they have
shopped online at least once in the past 12 months." - Shopping during the COVID-19
pandemic - Lesson 2: Navigating to the online market
"In Vietnam, according to the 2021 E-Commerce White Paper, the percentage of
internet users engaged in online shopping has increased from 77% in 2019 to 88% in 2020."
- Online shopping during the Covid-19 epidemic is convenient but also full of risks
"Although the number of visitors to Co.op Food stores has not increased much, the
number of customers ordering via phone and online at Co.op Food has increased by 3-5
times compared to the previous week." - Shopping habits have completely changed during
the Covid-19 epidemic.
3.5.4. Promotion
In order to promote the product consumption behavior of customers during Tet
2022, several sales promotion programs during the Tet holiday are proposed as follows:
• For supermarket channels: offer appropriate product bundle policies and attract
customers when buying product combos as prescribed. Besides, combine the lucky
program to win prizes for customers when buying Maggi seasoning seeds. In each
package of seasoning seeds, there will be a winning scratch card.
• For agency channels, grocery stores: Apply product combos with extra gifts.
Combine the lucky program to win prizes for customers when buying Maggi
seasoning seeds. In each package of seasoning seeds, there will be a winning scratch
card.
• For e-commerce channels: building gift programs, discount promotions on
particular days of each month, big sale occasions of the year.

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4. TET PROMOTION PLAN
4.1. Ideas
4.1.1. Situation
Lunar New Year is the time when family members reunite, share good wishes, give
gifts and enjoy delicious food. In this Tet holiday 2022, Maggi implements marketing and
sales activities with tagline “Maggi - the familiar Tet flavor”. The ideas originated from
fears after the pandemic that make people worry about going home to celebrate Tet. They
are afraid to bring the Covid to home so they probably stay in the city during Tet Holiday.
Maggi wants to communicate the value of the product when it can help them create
dishes that are familiar to them with their family like previous years in Tet holiday. They
feel that they are at home but actually they are away from home. Leading to the big idea,
you can feel Tet holiday through meals with familiar flavors wherever you are.
"Maggi - the familiar Tet flavor" is a series of promotional activities of Maggi
during the 2022 Lunar New Year. In order to cover the seasoning market, capturing the
minds of customers when they intend to buy seasoning granules during Tet 2022.
4.1.2. Digital Marketing
4.1.2.1. Online Ads
• Run short video ads (5-15 seconds) on Facebook.
• Run ads in videos on Youtube.
4.1.2.2. Social media
• Hire KOL to post, livestream about the 2022 Maggi Tet campaign on
Facebook.
• Hire a Youtuber in the culinary field to make cooking videos,
integrating the 2022 Maggi Tet campaign.
4.1.3. Communication
4.1.3.1. On air TVC
Air TVC on VTV3 every Tuesday and Friday from 20:30 to 21:30.

4.1.3.2. Print Ads
Advertisement in "Tiếp thị và Gia đình" Magazine.
4.1.3.3. Billboard
Billboard at the biggest markets in each city.
4.1.3.4. Advertising
Tet away from home is not so lonely as long as there is Maggi, bringing the familiar
Tet’s flavors like our home.
Maggi believes that, even in the most difficult times, facing the burdens of life, Tet
is still the most important and special occasion. Maggi makes an emotional connection
with consumers through simple family stories, heartfelt emotions.
4.1.3.5. Implication of using POSM
In order for consumers to easily recognize Maggi's sales promotion, Flyer and Poster
will be used to convey promotional information at points of sale. Consumers easily change
their mind when exposed to promotional information in stores.

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Maggi also organizes a showcase contest for the GT channel. The purpose of the
program is to push retailers to prioritize Maggi's product display more eye-catching.
Buyers easily find Maggi’s products, as a result, they will be more likely to buy the product.
According to a report (Trends in FMCG sector) of Omni Marketing Global,
dividers, promotion island and gondola end have high noticeability and high brand recall
to shoppers in comparison with other types of POSM in supermarkets. Moreover,

promotion island and gondola end have a more effective impact on consumer purchase.
Therefore, these types are used to increase brand awareness and increase sales.

Picture 4 Noticeability of POSM and impact on purchase

Picture 5 Noticeability of POSM and Brand recognition

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4.2. Tagline
Tagline: Maggi - The familiar Tet flavor. (Maggi - Hương vị Tết quen thuộc).
The reason for choosing the tagline: The taste of Tet is a unique taste in everyone's
heart. Tet away from home is not so lonely as long as there is Maggi, bringing the familiar
Tet’s flavors like our hometown. (Có Maggi, Tết xa cũng như tết gần).
4.3. Sales promotion
4.3.1. Promotion for consumers
4.3.1.1. Gifts
4.3.1.1.1.
Supermarkets
Scope: Supermarkets nationwide.
*Combo 1: 1 pack of Maggi Premium Seasoning Seeds with Mushroom Flavor
(450g), 1 pack of Double Seasoning Seeds with Fresh Meat, Bone Marrow and Natural
Spices 900g, 1 bottle of Maggi Concentrated Seasoning sauce 350ml, 1 bottle of Maggi

oyster sauce 820g, 1 bottle of Maggi Concentrated Soy Sauce 200ml.
Selling price: 199,000 VND
Program: Give away a high-class set of 4 bowls.

Picture 6 Combo 1

Gift
Set 4 bowls

Cost per unit (VND)

Quantity

20.000

75.000

Total cost (VND)

1.500.000.000
Table 8 Combo 1 gift cost

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*Combo 2: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi
Premium Soy Sauce (200ml).

Picture 7 Combo 2

Price: 85.000 VNĐ
Promotion: Give out Maggi aprons.
Gift

Cost per unit (VND)

Quantity

7.500

40.000

Maggi apron
Total cost (VND)

300.000.000
Table 9 Combo 2 gift cost

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4.3.1.1.2.
Grocery stores, retailers:
Combo: Maggi Premium Seasoning with Pork Flavor (900g) and Maggi Premium
Soy Sauce (200ml).

Picture 8 Combo grocery stores, retailers

Price: 85.000 VNĐ
Promotion: Give out Maggi aprons.
Gift
Maggi apron

Cost per gift (VND)

Quantity

7.500

66.666

Total cost (VND)

500.000.000
Table 10 Combo grocery stores, retailers gift cost

4.3.1.2. Scratch ticket (Lucky card):
LUCKY CARD PROMOTION:

Buying 1 Maggi Seasoning Granules Product, Customers Will Have A Chance To
Win Gifts With The Scratch Ticket Inside. (Gold, home appliances, Maggi’s products).
4.3.1.2.1.
Promotion and Cost:
Total cost of the promotion = Gift cost + Scratch ticket printing cost + Shipping
cost = 133.678.000 VND

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