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ACECOOK
I. ACECOOK VIETNAM INTRODUCTION
1. VISION AND MISSION
a) Field of activity: Production and sales of instant products such as instant
noodles, vermicelli, pho, fresh noodles, and other snack products
b) Vision: Become the leading food manufacturing enterprise in Vietnam
c) Mission: HEALTH - SAFETY - PEACE OF MIND for customers
d) Core Value: COOK HAPPINESS - This is both the slogan and the value of the
company, this is expressed through the 3 words HAPPY as follows:
(1) Happy Customers
(2) Happy Employees
(3) Happy Society
2. MEANING OF LOGO
•

Freedom and Autonomy: The capital letter A tilted forward can symbolize
freedom, creativity and the ability to continuously grow.

•

Strength and Success: ACECOOK has the word ACE, which can be
understood as "ace" meaning partner, companion.

•

Revolutionary: It can be understood as a symbol of innovation, creativity, and
the spirit of constant progress.

3. ACHIEVEMENTS
Acecook Vietnam has 7 branches and 10 factories nationwide with investment and
construction scale according to Japanese standards. System of more than 300 distribution

agents across the country
All Acecook Vietnam factories are invested in the most modern machinery, equipment,
and technological lines, contributing to improving product quality and safety, and
reducing production costs.


II. HAO HAO INSTANT NOODLES INTRODUCTION
Manufactured according to Japanese standards and technology, Hao Hao instant noodles
have been popular for the past 19 years in Vietnam because of guaranteed quality, rich
flavor and reasonable price. .
Ingredients: Wheat flour, refined vegetable oil, modified tapioca starch, iodized salt,
sugar, flavor enhancer, leavening agent,...
Spice package: Sugar, salt, vegetable oil, flavor enhancer, spices (garlic, chili, pepper,
coriander),...
Convenience of the product: Customers often buy regular products to serve meals,
saving time. For busy people, can take it anywhere
Product lines: Hao Hao chicken flavor, Hao Hao onion satay, Hao Hao sweet and sour
shrimp, Hao Hao shrimp and onion fried noodles or vegetarian Hao Hao with vegetables
and mushrooms,...
ACECOOK's target market.
Gender: including both men and women, male customers have a higher demand for Hao
Hao noodles than female customers (60% and 40%)
Age: all customers who want to use Hao Hao noodles. However, the customers that Hao
Hao targets are group 1 from 6 - 15 years old and group 2 from 16 - 35 years old.
Income: Hao Hao targets customers with income from 1 - 3 million / month.
Occupation: Hao Hao's target customers are students. In addition, there are office
workers and housewives with little time.

III. COMPETITORS

1. About direct competitors
Masan consumer – Omachi instant noodles
+ Strengths:
• Being a strong and reliable brand in the market, occupying a high market share
across the country
•Wide range of products
• Very strong distribution network
+ Weakness:
• Causing some suspicion with consumers by claiming that Omachi noodles are
made from potato fibers but not describing how much of it is potatoes in a noodle
grater => act of puzzles customers
• Information about product quality from advertising goes against the actual
quality, causing loss of consumer trust
2. About indirect competitors: noodles (rice noodles, vermicelli, spaghetti,..)
+ Strengths:
• Good for human health, do not worry about heat in the body and this is good food for
people with diabetes
• Ingredients 100% natural like rice starch or mung bean flour=> increase reliability with
consumers
+Weakness:
• Time consuming for processing
• When cooking, it must be combined with many other ingredients such as meat, fish,
vegetables, etc. to ensure deliciousness and nutrition.
• Mainly only aimed at housewives


IV. REVENUE IN 2022
In recent years, Acecook Vietnam has maintained a stable growth rate in revenue. In
2022, Acecook's net revenue will reach more than 14,000 billion VND, an increase of

16.3%. The company's revenue has grown continuously from 2017 to present.
Regarding profits, in 2021, Acecook's profit after tax decreased by 27.7% to VND 1,367
billion. In 2022, the company's profit increased again to VND 1,500 billion.

In 2017, Acecook reached the milestone of consuming 20 billion packages of noodles. It
only took the next four years for the company to reach the milestone of 30 billion noodle
packs by the end of 2021. Hao Hao is always a key product contributing about 60% of
revenue to the company, the rest belongs to other brands such as Mien Phu Huong, Pho
De Nhat, Bun Hang Nga...


V. MARKETING STRATEGY (4Ps)
PRODUCT:
- Hao hao has attracted customers with its product quality brand as well as product
branding;
- Product brand, "Hao Hao" is a short, easy to remember brand. HH "Good" refers to
goodness and perfection in life
- Product quality: has international standard control procedures.
Each product is tested according to international food safety and hygiene standards
before being packaged and delivered to consumers.
PRICE:
- This brand has used a market penetration pricing strategy.
- Using the product pricing strategy to penetrate the market, the noodle packages were
first launched at a price of only 1,500 VND and then at 4,000 VND, a cheap price. ,
suitable for every consumer's budget and needs
PLACE:
Hao Hao Noodles is widely distributed across the country, through traditional and
modern retail channels. Products are also exported to many countries around the world.
PROMOTION
- Television advertising: appearing on channels such as VTV, HTV,... with attractive

content to attract customers.
- Online advertising: Often appears on social networking platforms: Facebook, zalo,...
updating information and keeping up with today's youth trends
- Community activities: often participate in volunteer events to promote the brand and
connect customers.
- There are also promotions, discounts and gifts to retain customers.


VI. MARKETING PLAN
1. DETAILS THE MARKETING METHODS SELECTED
 Advertising: Companies use advertising channels such as television, radio, print
media, and online platforms to reach a wide audience. They may create catchy
commercials, print ads, or digital campaigns to promote their products.
 Social Media Marketing: Engaging with consumers on social media platforms
like Facebook, Instagram, YouTube is a common way. Companies may share
product information, promotions, and interact with their audience to build brand
awareness and loyalty.
 Sponsorships and Partnerships: Collaborating with influencers, sponsoring
events, or forming partnerships with other brands can help expand a company's
reach and create positive associations with their products.
2. SPECIFIC MARKETING ACTIONS/ ACTIVITIES
 The campaign "Làm gói đỡ thèm" was carried out on the occasion of the 20th
anniversary of Hao Hao's "national noodles" appearing on the Vietnamese
market. This is the company's gratitude to customers for supporting Hao Hao
over the past two decades
 Acecook Vietnam also has other activities to help the community during difficult
times such as donating noodles to people in Central Vietnam affected by floods
or sending donations to sensitive locations in the middle of the epidemic.
 Organize contests and win lucky prizes such as: “Chill cùng Acecook”, “Ăn Hảo
Hảo giàu điên đảo” with prizes such as cash, phone scratch cards , motorbikes,

instant noodles and more.
3. SPECIFIC OBJECTIVES SUCH AS AN INCREASE IN SALES
 Acecook's position as a market leader  the strategy Acecook pursues in 2024 is
to protect market share.


 Continue to invest in research and development to introduce new and
innovative products that meet changing consumer preferences.
 Emphasize and maintain high-quality standards for products to build and
retain consumer trust.
 Strengthen customer loyalty programs to retain existing customers and
incentivize repeat purchases.