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HOW THE ESSENCE
OF VIETNAMESE
FOOD COME TO
GLOBAL
UK, BELGIUM, NETHERLANDS &
GERMANY
BY GROUP 5


The Asian Cuisine
How culture integration creates success

Korean Spicy Noodles

Japanese Soba Noodles

Indonesia Fried Noodles


WHAT ARE THE COMMON PATTERN?

THE NATIONAL
CULTURE
AMBASSADOR

THE FAST &
CONVIENCE

THE ESSENCE OF
ASIAN
FLAVOUR

THE ALL DAY
RECIPE


LOOK BACK,
WHAT WE HAVE

phở
The traditional taste with the
modern manufacturing process


where to play?

01
the category
snapshot


In Germany
Noodles Will Retain Their Position for the
Foreseeable Future
Noodles are predicted to continue to
see positive development, again
benefiting from the trend towards Asian
cuisine.


In UK

Convenience Is the Key
British consumers demand more on-thego and easy-to-prepare product
solutions.
Noodles, with cups or pouches, fit
perfectly in the convenience trend


In Belgium
Stable but Adventurous Consumption
It is eager to discover new flavours, the
exotic meal trend is encouraging
Belgians to ask for new formats or
recipes.


In Netherlands
Instant Noodle Growth
Instant noodle cups and instant noodle
pouches will be influenced by the major
trends about demand for convenient
and easy to prepare food has
increased.


Germany, France, Italy, and the United Kingdom were the markets
with a combined value of US$367 billion that is potential Source of
Business

Germany, UK, Belgium & Netherlands
market are all potential

so, where is Vifon in the market?

The legacy in national

& Top 10 in global

The ambition to be the No.1 in instant
noodle segment


The policy opportunity
Legal environment
-Integration across policy areas > a common food
policy is needed to put an end to conflict objectives
and costly inefficiencies.
-integration across governance level > a common
food policy is required to harness grassroots
experimentation and align actions at EU, national,
and local level
-governance for transition > an integrated food
policy can overcome short-term thinking and path
dependencies in a way that sectoral policies cannot
-democratic decision-making > a common food
policy can revive public participation in
policymaking, reconnect citizens to the EU project
and reclaim public policies for the public good.

02
the consumer
understanding


the millennials

& all the thing you never knew

35%

population in EU is
Millennials


the diversification
Millennials have grown up in the melting pot of cultures
and languages where borders are no barrier.


the urban lifestyle
The majority of Millennials opt to live in urban areas over
suburbs or rural communities where the speed of living
is high & vibrant


For the Love of
the zeitgeist Asian food
Asian flavors are the new zeitgeist that influence the world with the
concept of going back to tradition with national signature flavour

DEMOGRAPHIC SEGMENTATION

The target

THE FAST &
CONVIENCE
LIFESTYLE

young adult,
18 – 29+ years old
key cities
BCD+ income.
ASIAN CUISINE
ENTHUSIASM

DIVERSITY
ORIENTED


PSYCHOGRAPHIC SEGMENTATION
LOW END

MASS MARKET

HIGH END

STOMACH
FULFILLMENT

THE
CONVENIENCE

THE PREMIUM
NUTRITION

Easy to use/ Fast prepared
Availability/ Solution for time limitation
Replacement for light meal

POE
POP

POD

Value for money

Value for money
Good taste
Trustworthy

Premium Price
Healthy ingredients & Exclusive flavour
Prestige Quality

BRAND HERITAGE
& THE IMAGERY OF NATION-CUTURAL CUISINE

03
the company
analysis


BRAND CURRENT VALUE

1

THE LEGACY IN
LOCAL INSTANT
NODDLE

THE TRUST –
WORTHY WITH
LONG
ESTABLISHED
HISTORY BRAND

2

THE HEALTHIER
RECIPE OF
INSTANT
INDUSTRY

THE INSTANT
NODDLE FROM
“RICE” IS MORE
HEALTHIER THAN

“FRIED WHEAT”

3

THE ICONIC
REPRESENTATION
FOR
VIETNAMESE
FOOD CULTURE

THE LONGROOTED IN
VIETNAMESE
CULTURE, THE
FOOD SPIRIT OF
NATION


VIFON is good, high quality,
well-established brand,
But wait …
how can make it
be more RELEVANT?


Let’s tape into a RELEVANT USAGE
OCASSION!


how to play?

04
our winning
strategy


When did u eat INSTANT NODDLES?

MORNING

NOON

NIGHT