Executive Summary
Ajinomoto Vietnam, established in 1991, is fully owned by Ajinomoto Japan, with an initial investment of 8 billion US dollars The company operates two representative offices in Ho Chi Minh City and Hanoi, alongside two manufacturing plants: the Ajinomoto Bien Hoa Factory, which has been operational since 1991, and the Ajinomoto Long Thanh Factory, which began operations in 2008 A third factory in Long Thanh has been under construction since 2016 Additionally, Ajinomoto Vietnam boasts three large distribution centers and branches across all 63 provinces and cities in the country.
Vision: "To become the most loved and trusted company in Vietnam with "Unique characteristics" in the field of food and health."
Mission: "We contribute to the further development of Vietnam, contributing to the happiness and health of people in Vietnam through food culture and food resource development."
Ajinomoto Vietnam Company is dedicated to providing a diverse range of high-quality food products and spices that cater to Vietnamese tastes and safety standards With over 30 years of commitment to research and development, the company offers an extensive selection of seasonings, foods, beverages, and nutritious items Currently, Ajinomoto Vietnam features more than 35 product categories, including popular brands such as AJI-NO-MOTO® MSG, Aji-ngon® Seasoning Seeds, Aji-Quick® Pre-Seasoning, and Aji-Mayo® Mayonnaise Sauce, all of which are well-loved by consumers nationwide.
"Fuji" Soy Sauce, Ajinomoto Fermented Rice Vinegar, Ready-to-drink doughnuts, Blendy® Instant Drinks, Birdy® Can Coffee, VITAL™ amino drinks, "added" microelements, etc.
The "Thêm vị, thêm tết cùng Ajingon" campaign aims to boost sales and enhance brand recognition during Tet by inspiring Vietnamese housewives to create unique and appealing Tet dishes This initiative seeks to foster a sense of reunion and warmth, positioning Ajingon as an essential ingredient in every meal The campaign is structured in key stages, including conveying Ajingon's message, launching Tet product combos, raising customer awareness, and increasing user engagement and experience By focusing on sales conversions, the campaign utilizes all social media platforms, e-commerce, and offline channels to maximize profits for the company.
Situation Analysis
Market summary
Since the COVID-19 outbreak in 2020, Vietnamese consumers' habits have significantly shifted, with these changes becoming even more pronounced in 2023 due to strict social distancing and remote work Health, food safety, and convenience have emerged as primary concerns for households Research by Nielsen indicates that major food categories will see growth from 25% to 32% by 2022, with competitive products like sugar, salt, monosodium glutamate, and broth mixes dominating the market Ajinomoto, a leading spice company, holds the second-largest market share and enhances the flavor of dishes while contributing to improved health and quality of life in Vietnam and globally, reflecting our aspirations for a better life.
The Institute of Tropical Biology's scientific report reveals that Vietnam consumes approximately 450,000 tons of spices annually, highlighting the country's significant spice industry Over the past decade, these seasonings have increasingly replaced monosodium glutamate (MSG) in numerous Vietnamese dishes Notably, Knorr has emerged as a leading brand in this competitive market.
(Unilever), Maggi (Nestlé), Aji-Ngon (Ajinomoto) and Miwon It is worth mentioning that this seasoning that changes the cooking habits of Vietnamese consumers comes from American investors.
Top 4 Broth mix Brand in the market are: Knorr (50%), Aji-Ngon, Massan, Maggi Even though many competitive brands appear in the market, Aji-Ngon is still trying to be better in the strategy and more and more dominant in terms of materials and technology The proportion of MSG in seasoning makes up 30% with the advantage of being a MSG company, the price of Aji Ngon is always more competitive than Knorr's,even though Knorr's MSG price has been calculated according to the bulk purchase price of the area On the other hand, Aji Ngon also has the technology of extracting bone broth and meat in place so the sweetness is higher, the cost of ingredients is, therefore, lower than Knorr when it comes to buying chicken powder to mix.
According to the financial report for 2021, Masan Consumer Company recorded sales of the spice industry at VND 10,028 billion, an increase of 18.4% compared to
In 2020, Masan Company made significant strides in the luxury goods sector, particularly in spices, to meet the growing consumer demand for home cooking Their fish sauce products utilize advanced production technology to lower salt content, promoting better heart health According to the 2021 financial report, the Chin-Su brand alone represents nearly 30% of the entire spice industry, highlighting its market dominance.
The competition among spice brands may not be as fierce as in other consumer goods sectors like shampoo or household appliances, yet it remains dynamic and impactful, characterized by aggressive advertising and strategic initiatives Established brands strive to capture a larger market share, while newcomers seek to identify and exploit market gaps Over the past decade, the Vietnamese spice industry has experienced significant growth, demonstrating its appeal and potential for further expansion This is evidenced by the increasing investments from major players in both the domestic and international food industries, highlighting the sector's lucrative opportunities.
SWOT analysis
2.1 SWOT analysis for the company-AJINOMOTO:
- The organization may be able to increase its customer base and balance out losses from one product category with gains from another thanks to its diverse product line.
- A strong online presence across a variety of social networking sites and effective social media management can boost the impact of favorable e-WOM and establish long- lasting relationships with clients.
- A company in good financial standing and physical shape may be able to make more investments.
- Having access to suppliers who provide raw materials at reduced prices can increase the effectiveness of the firm as a whole.
- A well designed and integrated IT infrastructure may boost operational effectiveness and better understanding of current market trends.
- High product quality boosts customer loyalty to a brand and enhances Ajinomoto
Co Inc's performance in a cutthroat industry.
Over-reliance on advertising can lead to inadequate marketing budgets, hindering business growth and client acquisition Additionally, organizations may face criticism from environmentalists for ineffective waste management and a lack of sustainable practices in their operations.
- Poor inventory management techniques could cause the business to become less efficient.
Insufficient current assets and cash shortfalls can negatively affect an organization's liquidity and overall success To enhance financial stability, it is crucial to encourage repeat business, especially in the seasonings industry, which tends to have a limited focus.
- A workforce with low morale as a result of high workplace stress is less productive.
- The population's exponential increase, especially in the existing or future client segments, presents a significant opportunity for corporate organizations.
- If the corporate organization has good market information, the changing client wants, tastes, and preferences may present an opportunity.
Integrating new technologies into corporate operations can enhance the production and delivery of goods and services By leveraging innovative solutions, businesses can reduce costs, increase productivity, and accelerate the launch of new products.
- A rise in consumer disposable income and an expansion of the wealthy clientele can be viewed as a chance to launch additional high-end products.
- The purchase of smaller brands.
- The development of social media and e-commerce
As a trend, media marketing can be very successful If it can, there is a chance for Ajinomoto Co Inc.be sure to have a strong presence on several social media platforms.
- The development of fresh market niches additionally, fresh markets boost business opportunity to expand the product portfolio
- A lack of qualified workers on the market can make it challenging for an organization to find individuals with the necessary skill set.
- The organization's capacity to maintain and grow its clientele is impacted by the rising number of direct and/or indirect competitors.
- When they directly affect customers' buying habits and purchasing power, the worsening economic conditions (such as Covid - 19, etc.) have an impact on business performance.
The increasing emphasis on environmental sustainability highlights the risks associated with non-eco-friendly goods and services, threatening brand reputation in a competitive market This can lead to negative media coverage and backlash from environmental advocates.
2.2 SWOT analysis for Aji-ngon:
- Ajingon is a product manufactured by - There are not many promotions to Japanese technology According to attract customers.
Vietnamese psychology, goods from Japan
Many advertising strategies lack quality and fail to resonate with the unique characteristics of Vietnamese consumers In contrast, Japanese users exhibit distinct preferences that set them apart from competitors, highlighting the need for tailored marketing approaches.
"Difficult customers often have high expectations regarding product quality, particularly when it comes to items that boast high nutritional value and health benefits As a result, Ajingon products have earned a strong reputation and trust among consumers in the Vietnamese market."
- The price of the product is suitable with the income level of Vietnamese users.
Aji-ngon Seasoning has been expertly crafted to cater to the tastes of Vietnamese people, ensuring that every aspect of production, from ingredient management to processing, is handled by reputable leading companies in the country For over 20 years, Aji-ngon has proudly accompanied Vietnamese families, establishing itself as a trusted and prestigious brand.
The Vietnamese market presents numerous opportunities for businesses to thrive amidst increasing competition The government has fostered a favorable environment by implementing diverse and complex tax structures, laws, and regulations, which can serve as strategic tools for both existing and emerging brands.
- Modern consumption trends of -The market requires continuous
Vietnamese people: consumers focus on a improvement in product design and green, healthy and safe lifestyle Ajinomoto quality. works towards a green model => Aji-ngon
- Many consumers are unclear about the products are preferred. ingredients in seasoning and have a negative opinion.
-After the epidemic situation, many people tend to eliminate seasoning in cooking and tighten spending.
Competition
Vedan has established itself as a competitive player in the financial sector, leveraging a strong global presence and a solid foundation in health and wellness With its advanced extraction capabilities, the company is well-positioned to capitalize on market opportunities and enhance its brand image worldwide.
Unilever company leading company in generation system. healthy living This company is the
It is a huge famous world’s energy brand around the With the support of the development trend. world Especially in global Netstlé One of
Vedan Vietnam has made significant investments in the country, focusing on stabilizing the supply of electricity while utilizing local human and financial resources effectively Their marketing program is tailored to resonate with the Vietnamese market, enhancing the Maggi brand's reputation for high-quality products Vedan continuously improves its offerings, ensuring they meet the needs of customers The company sources raw materials primarily from local cassava and sugar cane molasses, supporting agricultural development Additionally, Vedan engages in numerous promotional activities during festivals, strengthening its marketing strategy and fostering a positive image among consumers.
Target women aged 25-55 who balance family responsibilities, professional roles, and household management These women are key decision-makers in purchasing food for their families, whether cooking at home or dining at street vendors and restaurants They are also price-sensitive, making thoughtful choices to ensure their meals are both affordable and satisfying.
Marketing Marketing mix Marketing mix Marketing mix Strategy
Knorr and MAGGI seasonings are essential products designed to enhance the flavor of filet mignon and bone broth These offerings are committed to using high-quality marrow extracts that meet the VIETGAP standards, ensuring freshness and safety They are developed in accordance with the nutritional management system established by the Ministry of Food Safety, guaranteeing that consumers receive premium meat and bone products.
The packaging features bright, eye-catching colors designed in accordance with ISO 9001 and FSSC 22000 standards, ensuring convenience for users It is tailored for housewives, offering simple yet attractive designs with clear tear guides for easy access Available in three sizes—200g, 450g, and 900g—the bags allow for effortless handling After use, the edges can be folded to preserve the seasoning powder, preventing hygroscopic clumping and ensuring longevity.
- There are many sizes (50g, 170g, 400g, 900g, 1.2kg and 1.8kg) to suit each price.
Knorr targets the high-income market by positioning its products at a price point that is higher than competitors like Maggi, which caters to low-cost customers Despite being priced above other brands, Knorr maintains its products at an appropriate level to attract discerning consumers while still offering value.
Distribution -Distributing via GT, -Distributing via GT, -Distributing via Channel MT and E-commerce MT and E-commerce GT, MT and E- channels channels commerce channels
Marketing Strategy
Strategy Objectives
Ajingon's marketing campaign for the TET holiday aims to enhance brand visibility by achieving top-of-mind awareness among customers The campaign focuses on improving personalization trends and fostering a strong community around the Ajingon brand Additionally, it seeks to inspire creativity in celebrating TET, ensuring that traditional values are preserved while making the holiday more engaging and interesting.
Increase sale volume: o Increase 20% sale revenue b) Mission and vision of Ajinomoto:
Our vision is to leverage a deep understanding of global dietary habits to offer delicious meals that promote daily health Eating nourishes both the body and mind, and meals prepared for family enhance life, fostering deeper connections through shared conversations at the dining table.
Mission: ASV Value Creation Model
ASV establishes a virtuous cycle that reinvests economic value generated from addressing social issues back into future business initiatives, fostering further solutions to these challenges This strategic approach not only promotes sustainable growth but also enhances corporate value by strengthening the corporate brand through the continuous execution of the ASV cycle.
Target Market
Occupation: all jobs, especially house wife or the peson in charge of cooking for family b Customer behaviour:
Why do people choose products?
W-O-M, influence from the parent ‘s consumer habit
Impression by advertisements campain or tvc on Tv
Brand claim that the product suitable for customer’s health Logical price and the many interesting promotion
Our target market consists of housewives aged 20 and above, who play a crucial role in managing family meals, making purchasing decisions, and ensuring the health of family members, while also being mindful of prices.
Aji-ngon seasoning users said the reason why they used it is:
The flavor of Aji-ngon is a primary reason why many users incorporate it into their cooking, with respondents noting that it enhances the taste of dishes, especially soups Additionally, the strong reputation of the Ajinomoto company for its Japanese quality and production processes boosts consumer trust, leading them to confidently use Aji-ngon when preparing meals for their families.
Aji-ngon has a longstanding presence in the Vietnamese market, earning a solid reputation and becoming a staple in many households Numerous respondents shared that they were introduced to Aji-ngon by family members, highlighting its regular use within families over time.
Aji-ngon offers competitively priced products that appeal to a wide range of consumers, including those with modest middle-class incomes Many customers trust Aji-ngon for its affordability and benefit from the company's regular kitchenware sales, making quality products accessible to all.
The majority of the interviewees also cited the fact that they frequently watched Aji-ngon TV advertisements and were drawn to them as a final justification.
Users of other brands provided the following reasons for not choosing Aji- ngon:
The first drawback of Aji-ngon mentioned by the participants is that the product preservation method is inadequate, resulting in the product's occasionally lumpy texture.
The taste of Aji-ngon is a little too sweet for their family's taste, which is the second reason why many people don't choose it.
Additionally, some families who have vegetarian members assert that Aji- ngon doesn't make any vegetarian-friendly products.
Last but not least, many households mentioned that they were accustomed to using other brands and were hesitant to switch.
Consumer insight
Vietnamese women prioritize their family's health by carefully preparing each meal, viewing it as a vital opportunity for family connection and togetherness They emphasize nutritious dishes made from high-quality ingredients that are affordable and naturally delicious, while avoiding harmful substances Additionally, these products must be readily available in the Vietnamese market, ensuring that families can easily access healthy options.
Brand positioning
The brand positioning model was created based on 2 main categories: weight of seasonings glutamate (MSG) and price
In 2007, by a survey conducted by Nguyễn Đức Thịnh, Phan Nguyễn Thị Trung
Hương, Hoàng Thị Nga, Trần Thị Ánh Nguyệt (from Institute of Public Health) about E631 and E627 in seasonings powders in HCM City, the results shows that:
Knorr has the ratio of 1595,95 mg/kg for E631; 3646,58 mg/kg for E627 Maggi chicken powder has the ratio of 3483,52 mg/kg for E631; 4509,93 mg/kg for E627
Maggi stewed bone seasonings has the ratio of 6785,20 mg/kg for E631; 7824,17 mg/kg for E627
Ajingon Bone and Meat Seasonings 734,17 mg/kg for E631; 23,86 mg/kg.for E627
Source: https://vtc.vn/hat-nem-98-khong-phai-tu-thit-xuong-ar86399.html
Ajingon products are competitively priced, making them accessible for Vietnamese consumers For instance, while Maggi seasoning costs 39,000 VND for 400g at Bach Hoa Xanh, Aji-ngon offers a more affordable option at just 33,000 VND for the same quantity.
Root Strengths
Aji-ngon Pork Seasoning has improved in quality and appearance in order to suit the constantly growing expectations of consumers, guaranteeing to deliver delectable meals.
Aji Ngon has introduced a new slogan, "Rich Meat, Sweet Bones," highlighting its signature broth made from pork bones and marrow This innovative recipe enhances the dish's savory taste while preserving the authentic flavors of Aji-ngon Pork, creating a harmonious culinary experience.
Along with quality improvements, the new Aji-ngon Pork Seasoning has a luxurious and prominent appearance, making it simpler for customers to recognize and select the product.
A robust quality control system is implemented throughout the production process to ensure high-quality and safe products for consumers Twenty-five products are carefully analyzed and improved according to the preferences of the Vietnamese population The bone and meat broth is crafted to replicate the traditional cooking methods of Vietnamese housewives.
Competitive environment
- Kantar Worldpanel conducted a survey on the amount of seasoning used in
Vietnam in 2013, the results showed that every year Vietnamese consumers used 1500 tons of seasoning Nielsen said: "The demand for seasoning seeds for meals in
Vietnamese families is very large, specifically 30 million liters of soup/day, seasoning for fried dishes on weekends increased by 18 million dishes/day, seasoning in stock 14 million pot/day
-There are many brands of seasoning seeds in Vietnam but there are three biggest seasoning brands in Vietnam market and they are Knorr (Unilever), Aji-ngon
(Ajinomoto), and Maggi (Nestlé) According to Nielsen statistics, Knorr still leads the seasoning market share with nearly 50%, followed by Aji-ngon.
-However, the weakness is that this business launches a new product, immediately other businesses have similar products and stronger promotions, so the market is always fiercely competitive.
Target customer
Sex: Females make up a large proportion, who are having independent life, get married and spend cooking at home to care for family and themself.
Jobs: all jobs, especially housewives or officer
Aji-ngon caters to health-conscious individuals who prioritize high-quality, nutrient-rich products for their families Ideal for those who embrace a healthy lifestyle and value efficient time management, Aji-ngon offers a convenient one-stop solution for satisfying hunger without the hassle of extensive meal preparation.
Insight
Vietnamese women aspire to be loving wives, nurturing mothers, and successful individuals, balancing family care with self-care They often express their affection through the preparation of daily meals However, there is growing concern about the potential health effects of using MSG in their cooking.
Therefore, they want a product that will help them create delicious and nutritious dishes.
Benefit
Ajingon, with its slogan "Delicious from Meat, Sweet from Bones," embodies a brand image focused on healthy spices perfect for family care Spices play an essential role in every Vietnamese meal, contributing to the unique flavors and convenience of cooking.
Aji-ngon contains healthy amino acids that help develop muscle and are good for the health of the elderly
Value, beliefs and personality
Aji-ngon believes that eating not only nourishes the body but also nourishes the mind.
Through the family meals increase the family affection
Based on the understanding of each country's eating habits to bring deliciousness to a healthy life every day
Reason to believe
Aji-ngon is the strong brand which has associated with every Vietnamese meals for a long time
Aji-ngon ensure the quality of units line product which has many certificates from professional orgarization for example: HACCP, ISO 9001 : 2015, HALAL
Discriminator
Aji-ngon focuses on product research and development When entering the
The Vietnamese market has seen the development of products tailored specifically for local consumers, exemplified by Aji-ngon, a unique seasoning designed for Vietnamese cuisine This product offers three customizable ingredients: pork, chicken, shiitake, and lotus seed, showcasing the effectiveness of the company's localization strategy in meeting domestic preferences.
Aji-ngon is a leading seasoning brand that utilizes innovative "bone extract" technology, produced at the Ajinomoto factory using modern Japanese methods The production process is rigorously controlled, ensuring that raw materials are meticulously selected to adhere to stringent food safety and hygiene standards.
Throughout the production process until the final product reaches the consumer according to the standards of Quality Management System, Hazard Analysis
Implementing a robust System and HACCP Critical Control Points is essential for maintaining food hygiene and safety Additionally, a comprehensive Food Defense System is crucial for safeguarding against intentional hazards that could compromise product quality Furthermore, integrating an Environmental Management System and Health and Safety Management practices ensures a holistic approach to food security and overall operational safety.
System OHSAS occupational health and Energy Management
Essence
Ajinomoto embodies the motto "Eat well, Live well" by actively addressing social challenges through its business practices The company aims to foster a healthy community and enhance global food and health standards, ultimately promoting a better future By harnessing the power of amino acids, Ajinomoto tackles dietary issues and health concerns associated with an aging population, reflecting its commitment to core values that benefit consumers.
Strategies
Wedge seeds are the flagship product of our brand, known for their unique flavors tailored to the Vietnamese market While diversifying the product's properties is challenging, we focus on enhancing packaging options For Tet 2023, we are proud to offer our signature seasoning seeds in four distinct flavors: pork, chicken, shiitake mushrooms, and lotus seeds, allowing consumers to select the perfect taste for their family gatherings.
Quality: To ensure the quality and taste of products, ensure food hygiene and safety, the products are still censored according to:
ISO 9001: 2015 Quality Management System Standard
Hazard analysis system and HACCP critical control points to ensure food hygiene and safety
FOOD DEFENSE food security system to control intentional hazards that affect product quality
OHSAS 18001:2007 Occupational Health and Safety Management SystemISO 50001:2011 Energy Management System
Strict standards of the Ajinomoto Group's ASQUA Quality Management System.
To enhance consumer attraction and create a memorable impression, we are revamping our packaging to incorporate Tet-themed elements such as gold coins, apricots, peaches, and swallows The primary color scheme will feature vibrant red and yellow, as red symbolizes joy, warmth, luck, and happiness, while the brilliant yellow of apricots signifies prosperity Our design will maintain the familiar style, size, and font to preserve brand recognition, but will include additional lively details to evoke the festive spirit of Tet.
Weight: The weight remains the same
Ajinomoto offers essential products like monosodium glutamate and various seasonings that cater to everyday needs These items are versatile and can be sold in small spaces, making them accessible in homes, on streets, in alleys, and at markets This convenience allows consumers to easily purchase Ajinomoto products wherever they are needed.
Ajinomoto's distribution system is structured around five primary sales channels, enabling the company to effectively cater to diverse customer groups These channels include general trade, modern trade, restaurant and hotel services, industrial custom food solutions, and a rapidly growing e-commerce platform The e-commerce channel, although relatively new, has quickly become a significant revenue source for Ajinomoto.
At Tan My Market in District 7, a survey revealed that most spice buyers prefer purchasing from grocery stores, traditional markets, and wholesalers in the area, prompting Ajinomoto to focus on the traditional market With Aji-ngon seasoning known for its rich flavor, which enhances every meal, Ajinomoto aims to expand its market share by establishing a comprehensive distribution system This strategy ensures that consumers can easily access their products across various channels, including grocery stores, traditional markets, and convenience stores.
Ajinomoto has established a robust distribution network in Vietnam, featuring three major distribution centers located in Long Thanh, Hai Duong, and Da Nang With nearly 290 direct sales teams operating across 63 provinces and cities, Ajinomoto ensures its products reach customers nationwide, including urban, rural, mountainous, and remote areas The company prides itself on providing dedicated and attentive customer service, backed by a well-trained staff that facilitates home deliveries Serving a diverse clientele, including wholesalers, retailers, and grocery sellers, Ajinomoto minimizes reliance on agents, allowing for efficient direct distribution to consumers This strategic approach optimizes revenue and enhances product accessibility throughout the country.
Direct distribution through the MT and HORECA channels is essential for meeting customer demands, which include supermarkets, convenience stores, restaurants, hotels, and food processing companies These customers significantly contribute to the company's sales through their orders placed via the company's sales systems Once an order is received, the company promptly inspects, prepares, and delivers the products to the specified address Each customer utilizes the products differently; for instance, MT channel customers resell to end consumers, while HORECA channel clients often procure items as corporate gifts for employees This approach not only enhances product visibility among consumers but also boosts the company's overall output and sales.
TVC: One of TVC that brings great success in Vietnam market is “Family home – Ajinomoto” The melody and lyrics of this song are remembered by many
Vietnamese advertising effectively taps into customer psychology and industry trends by focusing on mass communication for essential, affordable products used by nearly every household The campaigns often feature delicious spices and revolve around relatable family themes, showcasing ordinary characters to foster a sense of closeness and empathy with viewers These advertisements are strategically broadcast during prime time on major TV channels in Vietnam.
Social media: In the Vietnamese market, Ajinomoto focuses on advertising on the two leading social networking platforms in Vietnam today, Facebook and Youtube.
On these two platforms, we will use FB ads and Youtube ads to reach our target customers.
To effectively engage the audience, regularly post trending articles while interacting through comments and promoting featured products Implement synchronized PR and CSR activities to foster a lasting positive image and impact within the community Maintain a consistent communication strategy centered around the "Eat well, Live well" guideline Organize contests and mini-games showcasing delicious dishes made with Ajinomoto products to create trends and expand your reach Utilize display ads in the form of posters, banners, and videos on the company's Facebook page, as well as on LED screens of various sizes in supermarkets, to enhance visibility for your campaigns.
Sales channel including MT channel, GT channel, HORECA channel and
Promotional tools aimed at customers of channels: free samples, coupons, discounts, sweepstakes.
Sponsor: Ajinomoto Corporation signed an agreement to become the top-level sponsor for the 31st Southeast Asian Games (SEA GAME) In Tet 2023, we plan to sponsor for a television broadcast.
Social activities: Ajinomoto has become a golden example in manufacturing and building factories in a way that optimizes gas and waste into the environment
Developing production based on a sustainable environment is the motto of
Ajinomoto Group globally Based on the Group's motto, Ajinomoto Vietnam
Company always strives to implement policies and activities that contribute to environmental protection through the Company's production and business.
Tet promotion plan
Idea
This campaign aims to harness the creativity of Vietnamese consumers by encouraging them to innovate traditional dishes with Ajingon during Tet It will transform Tet holidays into a more enjoyable experience, fostering connections among family and friends through engaging culinary activities.
Tagline
Ajingon- Thêm vị, thêm Tết
During the Covid pandemic, many individuals felt apprehensive about visiting relatives and friends during Tet, leading to incomplete celebrations and a gradual distancing in relationships.
Ajingon, this year, Tet of all people will be full of joy with reunion activities by creating many unique dishes with family and friends.
Sale promotion campaign
Social Media - Facebook, Youtube and Tiktok KOL
Name: Tết Khác Biệt, Sống Thêm Việt
Ajingon brings a new atmosphere in Tet Holiday in Generation Z, beside keeping the taste of VietNamese traditional With the creation of Gen New and breaking out the safe place.
To participate, take a photo of your Tet dishes along with the recipe, and include a meaningful caption about Aji-ngon in your post Share your creations on social media platforms such as Facebook, YouTube, and TikTok using the designated hashtag Additionally, feel free to upload videos showcasing your cooking experiences with loved ones and family members.
.Consolation prizes ( 10 prizes): 5.000.000 VND per winner
+After 14 days: We will contact the 3 person winner with the highest viewers Post their post in our social and talk show about their ideas, about their lives.
Their task: They will upload 1 post in Facebook and 1 content for Tiktok with 3 hashtags The content will connect to the concept TVC and remind name campaign
“ “Tết Khác Biệt, Sống Thêm Việt”
List of the influencers: 7 KOLs
4 Gia Đình Cam Cam: 40.000.000 VND
6 Ông Anh Thích Nấu Ăn: 15.000.000 VND
+ Tiktok ads: TVC “Tết Khác Biệt, Sống thêm Việt”: 40.000.000 VND
+ Facebook ads: Poster “Tết Khác Biệt, Sống thêm Việt” : 25.000.000 VND
3.2.1 For wholesalers: Top 10 highest sales
Top 3 iPhone 13 Pro Max 128GB
Top 4-5 Portable wireless speaker XG300
Top 6-10 Samsung vacuum cleaner without bag Rambo (VCC8835V37) (3.030.000)
Dealers and Groceries that import, distribute and trade in Ajingon seasoning seeds. Law and rules:
1 Retailers will register to participate by submitting store information to Aji- ngon's website.
2 Use a full range of seasoning products of Ajingon for display at the store The display must be presented during the planned period.
3 The staff will make an unscheduled inspection any day of the week to make sure the stores are properly displayed.
4 The company will announce the top 10 results on the fanpage after 3 days of the end of the program and contact through the information provided by the retailers.
Top 2 Panasonic 4-door refrigerator NR-
Top 4-5 Fridge Sanaky VH-219K 210 lít
Seasoning is a daily product and is used by almost every Vietnamese family, so Aji- ngon is mainly sold through the GT channel For consumers who buy goods through
GT channels such as markets and grocery stores, they will receive the following gifts:
1 Premium spice jar with spoon ( price: 7000 VND/piece)
Condition apply: When buying combo of 2 packs of Aji-ngon seasoning seeds 900g
2 High quality glazed porcelain bowl ( price: 11.000 VND/ piece)
Condition apply: When buying combo of 1 pack Aji-ngon seasoning seeds 900g +1 pack MSG Aji-no-moto 1kg + 1 tube Mayonnaise 260g ( 170.000 VND)
3 MSG Aji-no-moto 400g ( price: 23.100 VND/ pack)
Condition apply: When buying combo 3 Aji-ngon seasoning seeds 900g
The company will hire PG to distribute leaflets with information about promotions and organize a lucky draw for customers with Ajinomoto product bills from
1 Philips hand steam 16 iron ( 761.000 VND)
1 pack Aji-ngon 500 seasoning seeds 400g
1 pack MSG Aji-no- 300 moto 400g (33.000
VND) combo 2 packs 250 traditional flavored doughnuts (34.000
Name of the prize Value Quantity Amount
Mace of gold SJC 6.500.000 VND 9 58.500.000 VND
Da Nang: 1 Hai Phong: 1 Can Tho: 1
Slow juicer Fellia 1.790.000 VND 12 21.480.000 VND
Da Nang: 2 Hai Phong: 1 Can Tho: 1
Philips hand steam iron 761.000 VND 16 12.176.000 VND
Da Nang: 3 Hai Phong: 2 Can Tho: 2
Aji-ngon seasoning 23.100 VND 500 11.550.000 VND seeds 400g Sai Gon: 150
Da Nang: 100 Hai Phong: 80 Can Tho: 70
MSG Aji-no-moto 23.100 VND 300 6.930.000 VND
Da Nang: 60 Hai Phong: 50 Can Tho: 30
Combo 2 packs 23.800 VND 250 5.950.000 VND traditional flavored Sai Gon: 60 doughnuts Ha Noi: 50
Da Nang: 40 Hai Phong: 30 Can Tho: 20 box Aji- mayo 1kg 59.500 VND 100 5.950.000 VND
Da Nang: 20 Hai Phong: 20 Can Tho: 10
-10.000 VND discount code for order 0đ / 8000 codes
-50% off code up to 25.000 VND for order 200.000 VND/ 1000 codes Total: 105.000.000 VND
Number of supermarkets distributed POSMs:
Place the five-tier Gondola on one end of the main shelf: Showcase new products, increase customer recognition and clearly demonstrate the purpose of displaying new products.
Put five floors of Gondola End next to a variety of butcher shelves:
Showcase new products and increase customer recognition
Place the Separator at the main shelf: clearly show the characteristics of the new product for everyone's attention.
Put Wobbler at the main shelf: clearly show the form of product donation.
Rental fee: Rent a location to place POSMs:
16 Labor: 24,000,000 VND (4 sales staff / Supermarket - Including installation and dismantling costs)
34 five-storey Gondola End (90x40x120cm): 5,000,000 VND
Idea: TVC is inspired by the reality of today's youth The main character is Tai - a
3rd year student who is staying at home for Tet holiday.
During his vacation, Tai grew weary of the repetitive dishes served daily and noticed that visits to relatives and friends during the New Year brought the same traditional meals To break the monotony and uphold Tet traditions, Tai decided to surprise his friends with new and exciting dishes when they visited his home.
Tai feels uncertain about his culinary journey, but with the support of his mother and Aji-ngon, he has developed inspiring ideas for his dishes Aji-ngon has been instrumental in introducing Tai and his friends to unique and delicious recipes, while also fostering family bonds through shared cooking experiences.
+Main character: Name is Anh Tai, College student - 20 years old, with a nice personality and hard-working to his future and family.
+ Mom: Name is Quynh, 47 years old, A sweet mom who always takes care of her family.
+ Tai’s friends: third-year students
We strategically choose family mealtimes and gatherings to promote our products, aligning our advertising efforts with the preferences of our target demographic Our TV commercials will be aired during prime time on channels affiliated with VTV and HTV to maximize reach and engagement.
Time: 11h45-12h35 Day: Monday to Friday Cost: 14.000.000 per day +VTV3:
Time: 19h50 Day: Saturday and Sunday Cost: 100.000.000 per day TVC Online:
Type Name Post-needed Price Total
Newspaper Kenh14 2 45.000.000 VND/ post 90.000.000 VND
Bà Chiểu, Tân Định market: 150,000,000 VND
On Nguyen Hue street : 400,000,000 VND
TV program “ 7 nụ cười xuân”: 500,000,000 VND
Execution
FIRST PHASE: Communicating Tet campaign messages
Aji-ngon has introduced the campaign "More flavors, more Tet with Aji-ngon," inspiring consumers to craft their own Tet dishes in innovative ways while honoring the cherished traditions of Vietnamese Tet This initiative emphasizes the significance of Tet as a time for creativity and celebration.
'reunited', so Aji-ngon becomes a companion through unique dishes to bond family feelings.
Make PR posts to convey the message and launch the product combo set for Tet holiday on website, facebook, social media….
SECOND PHASE: Build user awareness of the campaign
The "Different New Year, Live More Vietnamese" TV commercial will be promoted across various social media platforms, including Facebook, YouTube, TikTok, and our website We will implement targeted advertising on Facebook, YouTube, Google, and prominent newspapers such as Kenh 14, Thanh Nien, and Tuoi Tre to enhance visibility Additionally, we will feature the campaign on TikTok and during prime time slots on TV channels to maximize reach and engagement.
Social media: Upload banner images, theme covers to media posts about the campaign's message and Tet concept on facebook, tiktok, website.
MKT Channel: display and decorate POSM publications at channels MT, GT,
Advertisement: advertising the cover photo of Tet products on the Billboards in Ho
Chi Minh City and Hanoi
THIRD PHASE: Increase consumer engagement and experience with campaign activities
Organized the contest "Tết khác biệt, sống thêm Việt" - a contest to create "new dishes" inspired by variations of seasonal dishes.
Creative content: On the theme of Tet dishes but made in a unique way that encourages creativity
The contest aims to inspire creativity and refresh traditional Vietnamese dishes, highlighting Ajingon's commitment to supporting this initiative As Tet 2023 approaches, the competition seeks to foster a sense of warmth and togetherness, appealing to a broader audience beyond just women who typically cook.
Influencers/ KOL: Chuyện nhà Đậu, Hoà Minzy, Thiện Nhân
FOURTH PHASE: PROMOTE SALES FOCUS ON CONVERSIONS RATE
MT Channel: organize events at the point of sale, hire PGs to organize a lucky draw program when buying Ajingon products for the purpose of increasing sales and conversions.
GT Channel: giving gifts to stimulate purchases aimed at the majority of housewives (ajinomoto products, dishes, spoons )
EC Channel: auction to get ads in time frames flash sale, double day (12.12.2022,
01.01.2023), Tet sale on e -commerce platforms (shoppe, lazada), shopee's brand festival livestream to give codes discount.
On social media: promote affiliate marketing on fanpages that are mainly housewives and count by conversions to boost sales.
Timeline
N Name Mail/Web Roles Tasks o
1 Facebook Facebook Ads Facebook Ads PR minigame, TVC
2 Youtube Youtube Ads Youtube Ads PR TVC
3 Tiktok Tiktok Ads Tiktok Ads Minigame,PR
4 Television Báo giá HTV2 Advertising TVC
N Name Phone/ Mail Tiktok Roles o
3 Chuyện Chuyện Nhà Đậu
4 Gia Đình Gia Đình Cam Minigame
5 Gia Đình Xoài Fam Minigame
6 Ông Anh Ông Anh Thích Minigame
7 Thu Nhi Eatcleanhong.cv@gmail.com Thu Nhi Eatclean
References: https://www.ajinomoto.com.vn/vi/gioi-thieu-chung-ve-ajinomoto/tap- doan- ajinomoto-1
Branding & Positioning of Knorr soup (slideshare.net) Ajinomoto ra mắt hạt nêm Aji-ngon® Heo cải tiến (thanhnien.vn)
38 https://dongtac.hncity.org/?Nha-san-xuat-bot-nem-o-Viet-Nam-thua-nhan-su-that https://www.ajinomoto.com/cms_wp_ajnmt_global/wp-content/uploads/pdf/
Business-Corporate-Overview-complete-version.pdf
Marketing Mix Of Ajinomoto Co Inc (case48.com)
Cùng Ajinomoto Việt Nam nâng cao sức khỏe cho người dân Việt (24h.com.vn)