Elite 3

1. Individual graduation assignment 2
DEVELOP A NEW MIX IN MID-TIER INSTANT
NOODLE SEGMENT
Pham Nhat Minh – Elite 3

2. Instant noodle market is Vietnam is very skewed to mid
& low tier segment with “chua cay” is dominant taste
BUSINESS CONTEXT
4
39
8
16
14
8
Value contribution by brand (%)
Omachi Hao Hao 3 Mien Gold
Kokomi Gau Do 3 Mien
9
49
42
Value contribution by brand (%)
Top-tier Mid-tier Low-tier
Chua cay: 71%
Non-cc: 29%
In term of competition, Hao Hao rules the market
with 39% value share
Challenge:
Successfully landing new brand of Asiafoods in mid-tier segment to compete with Hao Hao

3. WHAT IS HAO HAO’s SUCCESS FACTOR?
1. Being the first brand register the signature taste of instant noodle in consumer mind
Since 2000, “Chua cay” has been the most dominant taste in instant noodle – more
than 70% of the market
2. Serve the right need of right target consumer
Hao hao is providing the middle-class residents with affordable & tasty meal everyday.
3. Many competitors brand step into “chua cay” taste segment but unable to create
the relevance & differentiation at the same time
 cannot compete with strong & long-established brand like Hao Hao
Provide the same taste of “chua cay” like Hao Hao Define different expression of “chua cay” but not
relevant with consumer
3 Mien, Omachi, Gau Do and many other brands…
Salmon creates the new news but
not relevant with middle class
consumer

4. SO WHAT IS KEY WEAPON TO COMPETE WITH
HAO HAO?
Build the distinctive expression of “chua cay” but relevant with target
consumer
Target consumer
Middle-class residents
Nationwide but more skew to
rural
Income: BCD+
- Entry factors: replace the normal meal to
provide energy
- Distinctive factor: delicious, matching with
their own taste
- Other factors: nutrition or health concern
of instant noodle – not strongly come out
from this target group
Who are they? What are they looking for in instant noodle
product?

5. SOUTHCENTRAL
HOW THE CONSUMER DIFINE “DELICIOUS”?
Fact 1: “Delicious” is defined according to the own taste of individual, which is built up since they were born and
affected by culture and traditions.
Fact 3: However, coming to region level, there is a difference in taste as well as definition of “what is delicious” and
expression of “chua cay”
Source: http://ngaynay.vn/du-lich/su-khac-biet-trong-vi-chua-ba-mien-bac-trung-nam-6893.html
NORTH
Sourness with light taste & feeling
from traditional vinegar Sourness from fruit (pineapple,
starfruit…) and very strong spicy
Sourness from fruit & leaf, middle
spicy, add more sweetness
Fact 2: There are common tastes among a geographical regions. Eg: North people prefers light taste while Central like strong
spicy and South enjoy sweetness

6. SOUR & SPICY INSTANT NOODLE WITH FAMILIAR HOME-TOWN TASTE
provide to Whom what Need the Uniqueness by RTB
Middle class residents
Nationwide but more focus in rural
Income BCD+
A new kind of sour & spicy instant
noodle
With the hometown taste that you are in
love since being child
3 different kind of tastes adjusted to each regions
for Vietnamese people
Introduce MỳchuacayThuầnViệtwith positioning
 Consumer insights for product development:
“Sour and spicy” is common taste in Vietnam cuisine and very favorable for all people. However, in different regions, there is
an adjustment in how to make food “sour & spicy”, which is long-established from culture & traditions.

7. Roots: instant noodle with source & spicy tasted adjusted to common taste of regions
Target consumer:
Middle class residents
Nationwide but more focus in rural
Income BCD+
Competitive environment:
Mid-tier instant noodle, dominant by Hao
Hao with signature sour & spicy tatse
Consumer insight:
“Sour and spicy” is common taste in Vietnam cuisine and very favorable for all people.
However, in different regions, there is an adjustment in how to make food “sour & spicy”,
which is long-established from culture & traditions.
Benefits:
Energy providing
Discriminators:
In only Thuan Viet instant noodle, you
with find your favorite home-town
“source & spicy” taste
Value-belief-personalities:
THE CLOSE FELLOW-COUNTRYMAN:
Very lose with you to know your preference,
habit & favored taste.
Reason to believe:
3 different kind of tastes adjusted to
each regions for Vietnamese people
Brand essence:
SOUR & SPICY INSTANT
NOODLE WITH FAMILIAR
HOME-TOWN TASTE
BRAND LOVE KEY
Mỳchuacay
ThuầnViệt

8. MARKETING MIX
PROPOSITION: SOUR & SPICY INSTANT NOODLE WITH FAMILIAR HOME-TOWN TASTE
Product: different core variants for different regions
Price: stay on bar & completive with Hao Hao
Place:
- DT (90%) & MT (10%)
Promotion:
Consumer promotion & activities: highlight the distinctiveness in “sour & spicy”
taste to match with taste of sub-group of consumer.
Retailer promotion: loyalty program and trade incentives are very critical in instant
noodle market
Pack: plastic packaging with different illustration
for each variant to be relevant with consumer
groups in each regions
North Mì chua cay Thuần Việt: chua thanh dấm bỗng
Central Mì chua cay thuần Viêt: thơm nồng mắm tôm chua
South Mì chua cay Thuần Việt: thêm ngọt hương Nam Bộ

9. __ Thank you__