OVERVIEW OF ACECOOK JOINT STOCK COMPANY
About Acecook Joint Stock Company
Hao Hao Noodles is a brand born in 2000 by Vietnam.
Acecook Vietnam, established in 1993 as Vifon Acecook Joint Venture Company, launched its first product, instant beef noodle soup, in Ho Chi Minh City in 1995.
In 2000, the company launched the Hao Hao noodle product, which was the company's breakthrough in the instant noodle market.
Acecook Vietnam has established a prominent reputation in the market, making its instant noodle products a staple among Vietnamese consumers Originating from the Vifon-Acecook joint venture, which combines the expertise of a leading Vietnamese instant noodle manufacturer with the renowned Japanese Acecook Company, these products have become widely recognized and trusted.
In 2004, the company completed its construction and rebranded as Acecook Vietnam Co., Ltd., later becoming Acecook Vietnam Joint Stock Company in 2008 In recognition of its significant contributions to the economy and society over 15 years, the company was awarded the First Class Labor Medal by the President of Vietnam in 2010, the highest state honor By 2012, Acecook Vietnam opened its first modern factory in Ho Chi Minh City, marking a significant milestone as the first of its kind in Southeast Asia.
In 2015, Acecook Vietnam Joint Stock Company underwent a brand identity transformation By 2018, Hao Hao achieved a Guinness Vietnam record for being the most consumed instant noodle brand in the country over an 18-year period from 2000 to 2018 Additionally, 2020 marked the 25th anniversary of Acecook's introduction of its first product to the market.
Acecook Vietnam has established itself as the top instant noodle manufacturer in the country, offering a wide range of products that includes instant noodles, instant rice fibers, cooked vermicelli, traditional vermicelli, and pho.
- Wheat flour is the main raw material for production and color is made from turmeric extract.
- To increase brand awareness, Hao Hao has used a marketing strategy that is to deploy social activities programs "Get together for Tet, support the Central region affected by floods".
- Building a system of distribution intermediaries (agents, supermarkets, wholesale and retail establishments)
- Service organization (advertising, consulting, research)
1.1.3 Vision, mission, and core values of Acecook company
“Becoming a leading food production enterprise in Vietnam with sufficient management capacity to adapt to the globalization process”
“Providing high quality products/services that bring HEALTH – SAFETY – SAFETY to customers”
Acecook Vietnam prioritizes product quality and is committed to providing accurate, scientific information about instant noodles to ensure customer safety and confidence In recent years, the company has shifted its focus towards health-oriented products, addressing evolving consumer needs and enhancing the value of instant noodles.
This is both the slogan and the value of Acecook company, this is specifically expressed by 3 words HAPPY as follows:
- Acecook Vietnam will always make efforts to make customers who use Acecook's products happy.
- Therefore, the company will always produce and supply delicious, high-quality, safe, and secure products to meet the needs of customers.
- Specifically, it is necessary to thoroughly achieve 3 goals as follows:
- Make sure to use safe materials.
- Using advanced Japanese production techniques, quality assurance machinery, and strict management of the production process.
- Monitor the distribution process, product preservation in the market, and request not to adversely affect the quality.
- Acecook Vietnam always strives to make Acecook employees and their families happy.
- Therefore, the company will always try to create a good welfare regime, a good working environment, and care about the work and life of its employees.
- Acecook Vietnam always strives to make the whole society feel happy.
The company is dedicated to advancing the instant noodle industry and enhancing the Vietnamese economy by supporting suppliers in quality improvement Furthermore, it actively sponsors and organizes charitable and environmental initiatives, contributing to a better society in Vietnam.
These are the necessary principles for the company to develop sustainably, and gain the support of employees, customers, and society.
- Build a system to control and prevent wrongdoing and arbitrary and disorganized actions of company executives or managers.
- Build a system to control and prevent illegal acts of the organization or a certain part of employees.
- Is the right operation orientation for all leaders and employees to implement the company's business philosophy.
- The company operates on the basis of compliance with all basic rules such as legal regulations, and internal regulations of the company.
- The company must not only comply with the law but also have a sense of and strictly adhere to business ethics.
- Information sharing: in addition to confidential information, the company will actively share information with employees.
- Recognize employee contributions and appropriately share superiors' evaluations with employees.
- The Board of Directors, officers, and employees declare (do not hide) all relationships related to the interests between themselves and the company.
Figure 1.1: Global instant demand in the period 2016 - 2020 (Unit: million packages)
In 2019, global demand for instant noodles rose by 3.45%, with a significant surge of 14.79% in 2020, largely driven by the COVID-19 pandemic, natural disasters, and conflicts The Asian market dominates instant noodle consumption, with Northeast Asia (China, Korea, Japan) accounting for 56.45% of global consumption in 2020 Southeast Asia follows, led by Indonesia, Vietnam, the Philippines, Thailand, and Malaysia, which together represent 25.24% of the market Notably, Vietnam ranks as the third-highest consumer of instant noodles worldwide, following China (Hong Kong) and Indonesia.
According to the market research report by Facts and Factors, global sales of instant noodles are projected to rise from $45.67 billion in 2020 to $73.55 billion by 2026, reflecting an average annual revenue growth rate of 6% during the period from 2021 to 2026.
Figure 1.2: Revenue of instant noodle companie (Unit: billion VND)
In 2020, Vietnam ranked third globally in noodle consumption, with over 7 billion servings consumed, reflecting a 29.5% year-on-year increase largely due to the Covid-19 pandemic and extended social distancing measures The Vietnamese instant noodle market is primarily led by five major companies, with Acecook (Hao Hao) at the forefront, generating over 11,500 billion VND in revenue Following Acecook, Masan (Omachi, Kokomi) reported nearly 6,900 billion VND, while Asia Food (Gau Đo) earned more than 5,700 billion VND Uniben (3 Mien) and Vifon also contributed significantly, with revenues exceeding 3,000 billion VND each.
Figure 1.3: Ranking of brand feet rankings in 2021 in Vietnam by research company
In 2021, Acecook emerged as the leading brand in Vietnam's instant noodle market, commanding a 36% share The company's popular Hao Hao noodles alone represent 60% of its total market share, while other products, including vermicelli and pho, account for the remaining 40% Additionally, Acecook's instant noodles are not only a staple in Vietnam but are also exported to Ireland and 40 other countries worldwide.
A Kantar survey reveals that Acecook's Hao Hao brand is trusted by 75% of households In 2020, Hao Hao successfully attracted approximately 95,000 new urban households through various promotional activities, particularly emphasizing charitable initiatives to enhance its brand image among consumers.
Acecook, an unlisted company, does not disclose its revenue and profit figures In contrast, its competitor Masan, which holds the second-largest market share, reported instant noodle sales of nearly VND 6,900 billion last year According to the World Instant Noodles Association (WINA), Vietnam ranks among the top three countries globally in instant noodle consumption, surpassing 7 billion packages and experiencing a nearly 30% increase since 2019.
Products of Acecook company
Since its inception in 1995, Acecook has consistently offered a wide range of products to consumers, regularly introducing new items while enhancing existing ones to cater to the culinary preferences of Vietnamese customers Despite the growing diversity in the market, Acecook maintains a strong presence among food and instant noodle brands, holding a distinct position in customers' choices for instant products.
Acecook holds a unique place in the hearts of Vietnamese consumers, having established a strong brand reputation through its commitment to high product quality and exceptional taste Its instant products are a staple in every retail store, catering to the daily needs of not just adults and the elderly, but also young people.
Hao Hao noodle: Unique aroma, with a strong sour taste, excellent aroma Spicy Instant Cup Noodles
Oatmeal Noodles: Rich in fiber – Health muse
Handy Hao Hao Cup Noodles: The product is suitable for today's busy and active life.
De Nhat Noodles Pasta: Delicious chewy noodles, combined with sizzling sauce
Modern cup noodles: Modern and youthful in design, rich in a variety of flavors.
King of Potatoes: King of Noodles, King of
To Remember Forever: Enjoy delicious dishes anywhere and anytime
Noodle World: Rich taste with the spicy taste of chili, passionate aroma
Tao Quan Tray: Enjoy the full product anytime, anywhere.
NU MAXKAY Noodles: Satisfy all your spicy tastes
De Nhat Pho: De Nhat Pho, delicious like a pho shop
Courage Mixed Pho De Nhat: Mix is like, eat is addicted.
Udon Suki Suki: Udon – A new experience with Japanese cuisine.
Dry tie Noodles with a Lifetime flavor of Nam Vang: Mix immediately, eat immediately
Doraemon noodles: Calcium supplements, new and unique flavors for the whole family to enjoy.
De Nhat Noodles: Add pea starch, nutrition and freshness, contributing to refreshing delicious dishes
Noodles of Nhip Song: Attractive by the characteristic aroma and rich soup
Mikochi Noodles: Noodles that are not fried, are tougher and retain their natural delicious taste
Hang Nga vermicelli: Combining traditional culinary secrets and modern production technology
Bon Phuong Noodles: The product is suitable for today's busy and active life.
Mixed vermicelli Phu Huong: Dark, rich, rich sauce.
Noodles Hao 100: Unique flavors blend to bring a delicious meal
Phu Huong Vermicelli: Delicious vermicelli full of flavor, Cool Nutrition
Red Number Noodles: Red Number Instant
Noodles with the taste of spicy and sour shrimp noodles
Noodles Phu Huong Banquet: Green bean vermicelli is cool, seduced by the rich soup, more than expected.
Noodles are not fried block: Squeeze noodles, Delicious chewy yarn, Food safety and hygiene
HAO HAO SALT: Experience the spicy and sour shrimp from Hao Hao salt in a completely new style.
Good: Brings great flavor to every meal SPAGHETTI BISTRO Noodles
Table 1.1: Products of Acecook company
SWOT analysis matrix
– Having a wide distribution channel (grocery systems are everywhere, so 50% of consumers choose to buy goods.
Supermarkets dominate the grocery market, representing 30% of sales, particularly in densely populated areas Their convenience and widespread presence have diminished the role of traditional markets, which now account for only 20% of distribution channels.
The instant noodle market in Vietnam is experiencing significant growth, with annual consumption reaching impressive levels As of 2009, over 50 companies were involved in the production of instant noodles, generating approximately 5 billion packages each year This sector has seen an average growth rate of 15% to 20%, highlighting its robust expansion in the Vietnamese food industry.
Potential market, attracting companies to enter the market.
– Today, consumers tend to care about health.
Hao Hao noodles do not have any messages to protect consumers' health
– Competitors often come up with new advertising tactics to gain market share
The instant noodle market in Vietnam is highly competitive, attracting numerous companies eager to establish a presence As more businesses enter this promising market, the competition intensifies, making it essential for companies to differentiate themselves to succeed.
- Has a wide coverage, is known and loved by many people for many years.
– Is a convenient product, international quality
– Especially, the taste of Hao
Hao noodles with sour and spicy shrimp is suitable for
Vietnamese taste, and is loved so the consumption is very large.
– Expand production, invest in developing VC facilities and new technologies.
- Conduct promotional activities, promote Vietnamese culinary culture to international friends.
– Strengthening distribution channels to cover the whole country, investing in research and development of new products, embedding Vietnamese culinary values, turning them
– Entering new market segments: The company may try to enter new market segments, geographically, demographically, etc., using the product, but not the brand.
– Retain old customers, find potential customers, and focus on advertising. promotions, prices are suitable for everyone's income
– In general, the product has no obvious difference compared to similar products on the market
– The cost of the product is still higher than that of low-end noodles.
– For example, Vifon noodles appeared on the market over the past 45 years with constant development, being a strong competitor to Hao Hao noodles.
The price of a package of Vifon noodles is only about 2000
VND/pack compared to Hao
– Compared with noodles in the high price segment, Hao Hao noodles are not beautifully packaged, have not changed over many years of use, advertising has not been heavily invested.
Our products exemplify exceptional quality, utilizing cutting-edge production technology from Japan while adhering to international food safety and hygiene standards We implement a robust quality management system compliant with ISO 9001:2008 and ISO 14001:2004, alongside the HACCP food hygiene and safety control system Our commitment to excellence is further demonstrated by achieving international food standards such as IFS and BRC, enabling us to successfully export to global markets Additionally, we consistently pass rigorous inspections from esteemed organizations like UFSDA, CFIA, and KFDA, ensuring the safety and nutritional quality of our products.
- Innovating the packaging, so that customers see the difference.
The company's competitors offer attractive advertisements and hit consumer psychology, affecting the market share of the product.
The advertisement for Tien King noodle products highlights their quality by emphasizing that the noodles are not repeatedly fried, resulting in a lighter color, and are free from artificial coloring agents like E102, suggesting a superior and healthier product.
To stay competitive, it's essential to monitor rivals closely, identifying their strengths and weaknesses to develop effective strategies Additionally, attracting customers from competitors can enhance brand visibility and encourage trial of your offerings.
– Changing attitudes of non- users: The company can try attract people who don't use your product.
THE COMPATIBILITY KEEPING ANNOUNCED REALITY
The announced vision of Acecook Vietnam company
Acecook Vietnam enhances customer experiences by offering a diverse range of flavors and styles in its instant noodle line, particularly with Hao Hao The product lineup includes unique flavors such as yellow chicken, fried garlic pork ribs, and purple onion satay, alongside the classic spicy and sour shrimp To cater to the busy lifestyles of students and office workers, Hao Hao has introduced Handy Hao Hao cup noodles Recognizing the growing consumer focus on health and nutrition, Acecook Vietnam has also launched Wakame instant noodles, featuring fragrant sesame and seaweed, complemented by fresh corn kernels to provide added fiber and nutrients while appealing to appetites.
Acecook Vietnam has invested over $20 million to double its production capacity, addressing both domestic consumption and export demands This strategic investment positions the company to significantly boost its export revenue in the coming years.
Acecook is committed to investing in the future by dedicating significant resources to training potential employees both domestically and internationally The company regularly organizes professional development classes, ensuring that factory and branch employees receive periodic training and are updated on new practices in production and management This comprehensive approach allows for the synchronized application of skills across all operations In addition to enhancing technical expertise, Acecook places a strong emphasis on developing essential soft skills, including teamwork, presentation, communication, and problem-solving, through ongoing training programs for its workforce.
Competitive matches between marketing activities and Acecook's
2.2.1 Analyze the appropriate aspects between the brand positioning activities and the announced vision of Acecook company:
A brand encompasses more than just a company or product name; it represents the collective perception and memory of all business elements by consumers Implementing an effective positioning strategy is crucial for establishing a distinctive brand identity in a competitive landscape, enabling target market consumers to easily differentiate the brand from its rivals.
Acecook aims to establish itself as a leading food production enterprise in Vietnam, equipped with the management capacity to adapt to globalization The company emphasizes its role as a vital part of daily life, offering convenient, quick-to-prepare food that appeals to a diverse global audience In a competitive market with over 60 instant noodle brands in Vietnam, Acecook's Hao Hao brand has stood out by introducing the innovative spicy and sour shrimp noodles, which have been well-received by consumers for nearly two decades.
The introduction of innovative features to globally recognized dishes like Thai hot pot, kimchi, De Nhat, Phu Huong, and pho has transformed the culinary experience This evolution has solidified the popularity of brands such as Hao Hao, Hao 100, and Thai hot pot among consumers Over the years, Acecook Vietnam Joint Stock Company has established itself as a leading food company in Vietnam, excelling in the production of high-quality and nutritious instant products.
Acecook Vietnam aims to become a leading food corporation both domestically and globally by continuously researching and offering a diverse range of high-quality products The company is dedicated to enhancing culinary culture and meeting the growing demands of consumers while contributing to the development of Vietnam's food industry Acecook's success is rooted in its commitment to providing safe, high-quality food products under the philosophy of "Cook Happiness." The brand ensures that its popular Hao Hao noodles remain a favorite by consistently delivering hygienic and quality products available at retail locations nationwide Their sales team actively engages with points of sale and employs diverse advertising strategies, all while maintaining stable product quality and prioritizing food safety and hygiene.
2.2.2 Analyze the appropriate aspects between the strategic practice of Hao Hao instant noodles products and the announced vision of Acecook Company:
Hao Hao instant noodles have achieved success by prioritizing product quality and offering a diverse range of flavors, distinguishing themselves in Vietnam's competitive market of over 60 instant noodle brands As the first brand to introduce a spicy flavor 19 years ago, Hao Hao has showcased its innovative vision Utilizing a standardized production process and advanced Japanese technology, the brand operates under the meticulous guidance of Japanese experts and skilled Vietnamese workers, ensuring that every product meets stringent food safety standards.
Hao Hao showcases its deep market insight by offering a wide range of noodle flavors, including chicken, onion, sweet and sour shrimp, and vegetarian mushroom fried noodles, catering to the diverse preferences of Vietnamese consumers Each Hao Hao noodle product is distinguished by its delightfully chewy texture and unique taste, ensuring a satisfying experience for all.
In 2020, Vietnam ranked third globally in instant noodle consumption, with over 7 billion packages consumed, reflecting a significant 29.5% increase from 2019, according to the World Instant Noodles Association (WINA) Notably, Acecook Group dominated the market, capturing 35.4% of the industry share.
Figure 1.5: Acecook – Hao hao spicy and sour shrimp noodles
To attract a wider customer base, Acecook has introduced a variety of Hao Hao noodle flavors, including Purple Onion Satay, Fried Garlic Pork Ribs, and Sweet and Sour Fried Noodles, as well as vegetarian options to cater to health-conscious consumers.
Figure 1.6: Acecook – Hao hao new flavors
Today's consumers are increasingly focused on product design and packaging, prompting Acecook to continually innovate and diversify its offerings to meet varied customer needs Each model prominently features the Hao Hao name against a striking red background, creating a distinctive identity for the noodle packaging Furthermore, the packaging of Hao Hao noodles has been upgraded to enhance its aesthetic appeal, thickness, and overall quality.
Acecook decided to produce a civil marketing and distribution system, further than
With a robust network of 600 distribution agents across the country, the company has established branch offices in key cities such as Hanoi, Da Nang, Can Tho, and Ho Chi Minh City This extensive distribution channel enhances the company's ability to sell a wide range of products, significantly boosting its revenue and profits.
Hao Hao Noodles employs a diverse array of distribution channels to reach consumers, primarily relying on a network of wholesalers The company strategically selects multiple wholesalers to facilitate the distribution process, enabling them to supply lower-tier wholesalers and retail stores When retailers receive customer requests, they promptly inform the wholesalers, who then provide the products through direct trade.
This distribution method offers a low investment capital requirement, making it ideal for well-established and popular brands However, any product quality issues can significantly hinder the manufacturer's ability to effectively move goods through the distribution channels Additionally, demand-driven distribution can lead to fluctuations in product availability, resulting in periods of rapid sales followed by slower movement.
In addition, distribution channel distribution channel: Manufacturer = > retailer = > consumer Also concentrated by Acecook company to vend Hao Hao polls.
Figure 1.7: Distribution model of Hao Hao instant noodles
Acecook has established an extensive marketing and distribution network with over 600 agents nationwide, complemented by branch offices in each region This robust distribution system has significantly enhanced the company's sales capabilities, leading to substantial profits.
Acecook employs various distribution channels to reach consumers, primarily relying on an agent system The company partners with numerous level 1 wholesalers, whose role is to distribute products to lower-level wholesalers and ensure an even supply to retailers When customers express demand, retailers communicate with wholesalers and the company to fulfill these needs effectively.
2.2.3 Analysis of the non-conforming aspects between the implementation of the price strategy and the company's announcement of Acecook - Hao Hao:
In the competitive landscape of instant products, Acecook faces numerous rivals, including Masan, Vifon, and Asiafood To sustain its leading market share and effectively compete with these brands, Acecook has implemented a penetration pricing strategy aimed at gaining market traction.
Edges of mismatch between Marketing activities and Acecook's announced vision
2.3.1 Analysis of non-conforming aspects between the strategic practice of products and the announced mission of Acecook company:
Hao Hao instant noodles dominate the instant noodle market in Vietnam, accounting for 60% of Acecook's production To strengthen its market presence both in Vietnam and globally, Acecook is committed to highlighting the quality and appeal of its products.
The Food Safety Authority of Ireland (FSAI) and the Rapid Alert System for Food & Feed (RASFF) have issued warnings regarding Hao Hao instant noodles, which contain Ethylene Oxide, a pesticide ingredient On December 7, 2021, Acecook Vietnam's instant noodles exported to Europe were recalled due to 2-CE (metabolites of Ethylene Oxide) exceeding permissible levels set by EU regulations Recently, French authorities announced the recall of Acecook Vietnam products that were exported before January 31, 2022.
According to Tienphong.vn, "FSAI warned twice about Acecook products
(including Hao Hao noodles) and was recalled because the products containing 2- chloroethyl exceeded the EU's allowable limit".
Acecook Vietnam has addressed concerns regarding banned substances in food by thoroughly verifying and controlling its production processes The company sent its domestic products for testing at the Eurofins Analysis Center, confirming that the hot and sour shrimp Hao Hao noodle product is free of Ethylene Oxide, a pesticide The test results revealed a content of just 1.17 ppm, significantly lower than the standards set by the US and Canada, both of which allow up to 940 ppm.
Before September 12, 2021, the Ministry of Industry and Trade requested Acecook to clarify the production process and the differences between their domestic and export batches of Hao Hao and Good noodles While some sources attribute these differences to variations in raw materials, Acecook Vietnam has yet to provide an explanation regarding the distinctions between their domestic and export products.
Acecook's mission is to deliver high-quality products and services that ensure health, safety, and well-being for customers Supported by reports from global health organizations and credible news sources, the company's commitment to these principles is well-documented and validated.
Acecook's products do not comply with EU standards, Acecook has not fulfilled the mission that the company has previously affirmed.
2.3.2 Analysis of non-conforming aspects between the strategic practice of Brand and the announced mission of Acecook company
But the problem is not suitable is that the Hao Hao noodle product of Acecook company has not performed in accordance with the affirmation of its vision.
“Becoming a leading food production enterprise in Vietnam with sufficient management capacity to adapt to the globalization process”
To achieve a leading position in food production, businesses must prioritize quality management and ensure food safety throughout the supply chain A strong consumer demand is essential, influenced by factors such as pricing, product quality, and brand reputation Establishing a reputable brand not only enhances governance capabilities in a globalized market but also fosters sustainable development and competitiveness against rivals.
In March 2020, Acecook reported a 29% increase in revenue compared to the same month the previous year and a 10% rise from February 2020 To meet the heightened demand during social distancing, the company ramped up production by approximately 30%, enabling the daily output to reach 400,000-450,000 boxes, which translates to 12-13 million noodle packages.
Acecook faces significant challenges regarding product quality assurance, particularly after some of its instant noodle products, including Hao Hao noodles, were recalled in the EU due to the presence of Ethylene Oxide, a pesticide-related substance The company has received warnings from the Food Safety Authority of Ireland (FSAI) and the Rapid Alert System for Food and Feed (RASFF), leading to further product recalls These incidents have adversely impacted Acecook's brand reputation, complicating efforts to regain consumer trust in the European market.
Acecook Vietnam has confirmed that it does not utilize Ethylene Oxide technology in any part of its production process Additionally, the recalled products are exclusively for export and were not produced in the same batch as domestic products in Vietnam.
Many consumers question why domestic products lack banned substances while exported goods do not, raising concerns about the quality disparity between these two categories Despite these inquiries, Acecook has yet to provide a clear explanation for this phenomenon.
The recent incident has significantly harmed Acecook's brand reputation, posing challenges for the company in achieving its goal of becoming a leading food producer in Vietnam.
2.3.3 Analysis of mismatched aspects between the strategic practice of pricing and the company's published vision of Acecook:
Acecook aspires to be the leading food production enterprise in Vietnam, adapting to a globalized market However, it has not demonstrated significant innovation compared to its competitors in the instant noodle sector The Hao Hao brand, positioned in the higher-priced segment, lacks an eye-catching overall design and has seen minimal changes in packaging over the years Additionally, the company's advertising efforts for Hao Hao have not received substantial investment, limiting its market impact.
According to the survey results and the evaluation of consumer satisfaction about the perfect noodle product, we find that:
Our assessment reveals that price is the most significant factor influencing consumer choices, accounting for 49% While price was previously the primary concern for consumers, the emergence of numerous competing products has shifted focus to product value, which now includes quality Consumers are increasingly interested in noodle flavors that suit their preferences (46.7%) and prioritize good quality noodles (37%) and well-known brands (20.3%) This indicates that while price remains a critical factor, promotional elements like advertising and distribution have less impact on purchasing behavior Therefore, Hao Hao should focus on enhancing the factors that most influence customers and improve promotional strategies to better attract consumers.
2.3.4 Analyze the mismatch between strategic communication practices and the company's published vision :
Acecook's customer care department lacks professionalism and fails to provide sufficient information for consumers to access products effectively Their limited ability to interact, address inquiries, and resolve complaints hampers connections with customers, making it challenging to promote products, create a positive impression, and retain clientele.
On August 20, with the title "Recall of Certain Batches of Instant Noodle Products due
The Irish authorities have issued a recall for a batch of sour and sour Hao Hao noodles (77g) and Good instant vermicelli (56g) from Acecook Vietnam due to the detection of Ethylene Oxide (EO), a harmful substance to human health Additionally, the recall notice encompasses a specific brand of Chinese seafood instant noodles.
By the afternoon of August 27, Facebook was spreading this information rapidly, citing several domestic articles The announcement on the Irish site was brief.
TRAFFIC SOLUTIONS RIGHT TO PERFORM MARKETING
Proposing solutions to improve the appropriate aspects between marketing
Acecook needs to research and develop more diverse new products such as hot pot noodles, noodle snacks with more choices, thereby expanding the customer base.
Acecook's extensive distribution network ensures that its products, particularly Hao Hao, are accessible to consumers in both urban and rural areas, including remote regions, demonstrating its popularity among domestic customers However, to strengthen its market position, Acecook should implement a targeted campaign focused on solidifying its brand identity.
Hao Hao instant noodles have been successfully exported to 46 countries and regions worldwide, particularly following a shipment recall in Ireland This incident has prompted efforts to expand the brand and strengthen the presence of Vietnamese instant noodles in the global market.
Acecook primarily targets students and middle-income consumers, offering products at lower prices than many competitors To attract higher-income customers, Acecook should enhance the quality of its Hao Hao line Additionally, implementing strategic promotions for students and middle-income groups will be beneficial Testing new products in dormitories, residential areas, and markets can help gauge consumer interest and preferences.
Boost your sales with enticing discount promotions, such as a buy 1 carton, get 1 free pack offer Collaborate with major platforms like Shopee and Lazada during significant promotional events like 1.1 and 2.2 to maximize reach Leverage social media marketing campaigns on platforms like Facebook, Instagram, and TikTok to effectively engage your audience and drive traffic to your promotions.
Finally, develop customer service in each area to receive timely feedback when there is a defective product or customer evaluation of a new product.
Proposing solutions to improve the mismatched planes between the
The instant noodle market is currently experiencing saturation, leading to increased competition among brands In response, Acecook is optimizing its best-selling product line through strategic promotions The company has also invested in additional production lines in the North to produce paper cups for its cup noodle factory, thereby enhancing its supply chain for core products These efforts aim to reduce costs, improve profit margins, and maintain a competitive edge in the market.
As Vietnamese consumers increasingly embrace modern retail channels like supermarkets and buffet stores, it is essential to implement a distribution strategy that focuses on these avenues By utilizing retail channels to deliver products directly to consumers, the strategy for noodle distribution should aim to expand market reach, enhance the network of agents, and systematically improve both the quantity and quality of distribution channels.
Instant noodles stand out as the most convenient fast food product, widely recognized for their long shelf life and ease of preparation This "instant food" has become a staple in many countries, serving as an essential food reserve during emergencies They are a crucial resource in disaster-stricken areas, providing sustenance during earthquakes, storms, and floods From Japan to Southeast Asia, Africa, and beyond, instant noodles play a vital role in alleviating hunger for millions around the globe.
Acecook, particularly its Hao Hao brand, currently leads the market in revenue despite facing some challenges that do not align with its developmental goals Nevertheless, the company possesses significant potential for future growth as it embraces a globalization vision aimed at becoming a top food production enterprise in Vietnam, equipped with the management capabilities necessary to navigate the global landscape.
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6 Acecook company homepage, https://acecookvietnam.vn/
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9 Vinh Toan, Tai lieu chung, Nghiên cứu sự thõa mãn của người tiêu dùng mì Hảo Hảo, https://tailieuchung.com/vn/tlID776369_tieu-luan-nghien-cuu-su- thoa-man-cua-nguoi-tieu-dung-mi-hao-hao.html
10 AcecookVietNam, 2019, ACECOOK VIETNAM IS THE MOST SELECTEDINSTANT NOODLE MANUFACTURER IN 2018 AND 2019,HTTPS://ACECOOKVIETNAM.VN/EN/ACECOOK-VIETNAM-IS-THE-MOST-SELECTED-INSTANT-NOODLE-MANUFACTURER-IN-2018-AND-2019/
11 Nhật Quỳnh, 2021, Nhà đầu tư, Đế chế mì Hảo Hảo và ‘mảnh ghép’ trăm triệu đô của doanh nhân Hoàng Cao Trí, https://nhadautu.vn/de-che-mi-hao-hao-va- manh-ghep-tram-trieu-do-cua-doanh-nhan-hoang-cao-tri-d57030.html
Mì Hảo Hảo, sản phẩm nổi bật của Việt Nam, đang vươn tầm quốc tế và khẳng định vị thế trên thị trường toàn cầu Với hương vị đặc trưng và chất lượng vượt trội, Mì Hảo Hảo không chỉ được ưa chuộng trong nước mà còn thu hút sự quan tâm của người tiêu dùng quốc tế Sự phát triển mạnh mẽ của thương hiệu này minh chứng cho tiềm năng của sản phẩm Việt trong bối cảnh hội nhập toàn cầu.
In 2021, MISA AMIS conducted a detailed analysis of Acecook's marketing strategy for its popular instant noodle brand, Hảo Hảo The study highlights key elements of Acecook's approach, including targeted advertising, innovative product offerings, and effective brand positioning that resonate with consumers By leveraging digital marketing channels and engaging storytelling, Acecook successfully enhances brand visibility and customer loyalty, making Hảo Hảo a leading choice in the competitive instant noodle market For more insights, visit the full article at MISA AMIS.
14 AcecookVietNam, 2015, NHẬN DIỆN THƯƠNG HIỆU MỚI CHO CHẶNG ĐƯỜNG PHÁT TRIỂN MỚI, HTTPS://ACECOOKVIETNAM.VN/NHAN- DIEN-THUONG-HIEU-MOI-CHO-CHANG-DUONG-PHAT-TRIEN-MOI/? FBCLID=IWAR2OCDFMD_8ILXJE-S-
NX5IYERE00LMM9T215858_FQEN-HZIPIRYFGUHYU
Mì Hảo Hảo, một sản phẩm nổi bật của Việt Nam, đang ngày càng khẳng định vị thế của mình trên thị trường châu Á Sự phát triển này không chỉ thể hiện qua doanh số bán hàng mà còn nhờ vào chiến lược marketing hiệu quả và sự ưa chuộng của người tiêu dùng Với chất lượng sản phẩm cao và hương vị đặc trưng, Mì Hảo Hảo đã thu hút được sự chú ý của nhiều thị trường trong khu vực, mở ra cơ hội mới cho ngành thực phẩm Việt Nam.
16.Tuổi trẻ online, 2022, Điều gì giúp Hảo Hảo bán được 30 tỉ gói mì?, https://tuoitre.vn/dieu-gi-giup-hao-hao-ban-duoc-30-ti-goi-mi-