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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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:
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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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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
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Has a large market and holds a high market share.
High brand awareness, familiar with Vietnamese consumers of many ages.
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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT


MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

-

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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.


MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT


MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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MARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCTMARKETING.PLAN.MARKETING.PLAN.FOR.LAUNCHING.TOP.TOP.SELF.HEATING.HOT.POT.ACECOOK.VIETNAM’S.NEW.PRODUCT

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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