Groups 3 - BA1604 - Final - BRA301
Groups 3 - BA1604 - Final - BRA301
Groups 3 - BA1604 - Final - BRA301
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Group 3
Name of group members Contribution(%)
TABLE OF CONTENT
I. INTRODUCTION ........................................................................................ 1
1. Background .................................................................................................. 1
I. INTRODUCTION
To create a buzz in the eyes of consumers, a brand cannot lack a marketing campaign,
it is a key to elevate the brand, promote the product, bring the product to a higher
position in the market and attract attention from the target audience. To create a strong
impression, carry a message and spread it to the community and the world.
“Hao Hao” - The instant noodle brand that is the most purchased for eight consecutive
years. First appearing on the market in 2000 by the instant noodle manufacturer
Acecook Vietnam from Japan, after 20 years of continuous efforts to improve quality,
Hao Hao has successfully maintained the position of “The most purchased instant
noodle brand” from 2012 to 2019. In Vietnam, the instant noodle production industry
accounts for 70% of the market share belonging to Masan, Acecook Vietnam and Asia
Food. Among them, the Acecook brand always leads the market with about 50% market
share in urban areas and 43% market share nationwide.
To achieve these successes, Acecook has made smart moves in its advertising
campaigns. Let’s explore the special features of “Hao Hao - instant noodles” and learn
about the notable marketing campaigns of the brand to better understand how Hao Hao
became one of the most popular instant noodle brands on the market.
1. Background
- Hao Hao is a well-known instant noodle brand manufactured and distributed by
Acecook Vietnam. Established in 1993, Acecook Vietnam is a joint venture
between Acecook Group of Japan and Vifon Corporation of Vietnam.
- Launched in 2000, Hao Hao has continuously affirmed its position in the fast-
moving consumer goods industry in general and the food industry in particular
in Vietnam.
2. Brief History
- 1993: Acecook was established under the initial name of Vifon Acecook Joint
Venture.
- 2000: The company launched Hao Hao instant noodles with the first two flavors
of chicken and mushroom, marking a breakthrough in the instant noodle market.
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- 2002: Hao Hao introduced the spicy and sour shrimp flavor and quickly became
popular.
- 2004: The company changed its name to Acecook Vietnam Co., Ltd.
- 2008: The company changed its name to Acecook Vietnam Joint Stock
Company.
- 2012: Hao Hao was honored to receive the title of "Most Chosen Instant Noodle
Brand" and has maintained this position until now.
- 2017: Hao Hao ranked 5th out of 11 Vietnamese brands in the Top 1000 Asian
Leading Brands ranking conducted by Campaign Asia Pacific and Nielsen
magazine.
- 2018: Hao Hao officially set the record for "The most consumed instant noodle
product in Vietnam in 18 years" (2000-2018) with sales of nearly 20 billion
noodle packages.
- 2021: Hao Hao became the first noodle brand in Vietnam to sell 30 billion noodle
packages to the market.
Nowadays, Acecook Vietnam has become the leading instant noodle manufacturer in
Vietnam, providing the market with a variety of products such as instant noodles, instant
rice vermicelli, instant vermicelli, instant noodles, rice vermicelli, pho...
IV. THE OUTSTANDING BRAND CAMPAIGN AT HAO HAO
1. Background Campaign
The "Làm gói đỡ thèm" campaign was launched to celebrate the 20th anniversary of the
"national noodle pack" Hao Hao's presence in the Vietnamese market. The campaign
ran from September 27, 2020, to October 10, 2020. The campaign was not just aimed
at general marketing objectives but also served as a token of appreciation to customers
who have supported Hao Hao over the past two decades. In 2020, brands faced many
challenges due to the impact of the Covid-19 pandemic.
However, the FMCG sector in Vietnam saw a sudden increase in domestic consumption
spending, including a significant growth in snacks and convenience foods during the
pandemic period. Moreover, intense competition from both domestic and international
brands required Acecook in general and Hao Hao in particular to continuously research
and innovate to deliver the best products to customers.
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Objective
● Increase sales
● Customer appreciation
● Brand reminder
Implementation Plan
To develop effective interactive content and optimize communication according to the
customer journey, Hao Hao has skillfully coordinated multi-channel efforts to increase
connectivity with the target customer base, thereby encouraging more customer
interaction with the brand. The campaign was carried out by Hao Hao through two main
phases:
Phase 1: Attracting customer attention through the music video "Làm gói đỡ thèm" Hao
Hao kicked off its 20th-anniversary product launch series with a music video in
collaboration with singer Truc Nhan titled "Làm gói đỡ thèm," which was released on
09/16/2020. The music video quickly received positive feedback from users for its
positive, modern delivery, and especially for being in tune with the insights of today's
youth.
Truc Nhan - the singer known for numerous famous advertising music videos with tens
of millions of views was chosen by Hao Hao to be the face of this campaign throughout
its duration.
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Phase 2 - Connection: The "Làm gói đỡ thèm" dance cover trend Hao Hao organized a
dance cover contest for "Làm gói đỡ thèm" and launched it across multiple social media
platforms to spread the brand image and reinforce its position in the minds of customers.
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The campain "Làm gói đỡ thèm" dance was posted on the brand's official fan page and
primarily featured on the TikTok platform. Participants could freely create effects and
images to cover the "extremely trendy" dance choreographed by Truc Nhan. The
participation of famous KOLs such as Quang Dang, Phuong Ly, Misthy, Ali Hoang
Duong, Quang Trung, etc., helped the contest attract thousands of interested people.
Additionally, Hao Hao collaborated with many well-known news sites like Zingnews,
Kenh 14, etc., to maximize communication effectiveness. The communication channels
Hao Hao used:
TikTok
TikTok is one of the platforms used by Hao Hao to host the cover contest. Besides the
simple, easy-to-follow moves instructed by Truc Nhan, participants are free to
creatively add various effects and visuals to make their videos more appealing.
KOLs
The cover contest received strong promotion from many influential figures popular
among the youth, such as Phuong Ly, Quang Dang, Misthy, Quang Trung, Ali Hoang
Duong, and YouTube sensation Di Di. With their unique and trendy express
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PR
Hao Hao executed numerous media articles across various well-known news sites with
high readership, which helped disseminate information to a broader consumer base.
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2. Direct Competitors
According to the report published by Euromonitor International on the rice and instant
noodle market in Vietnam from 2018 to 2021, Acecook Vietnam is leading the market
share in the instant noodle segment with brands such as Hao Hao, Mien Phu Huong...,
but competitors like Masan Consumer (Kokomi, Omachi...) are closely approaching
Acecook's top position (Hao Hao). According to the report, in the instant noodle
segment, Acecook Vietnam JSC continues to be the leading enterprise (with a 19.3%
market share), with the second position belonging to Masan Consumer Corp (with a
13.7% market share). These two companies account for over half of the retail sales
volume in the Vietnamese market.
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Acecook's famous brands such as Hao Hao, Handy, Modern, and Mien Phu Huong...
target the mid-range price segment. However, Acecook's retail sales volume is
gradually decreasing due to competition from rivals, notably Omachi and Kokomi from
Masan Consumer, as these products target the mid-range price segment.
An event that affected Acecook's sales volume in the past year was the incident in
August 2021 regarding Hao Hao noodles. The discovery of ethylene oxide in the Hao
Hao instant noodle products by Irish authorities while the batch was being transported
into the country. Meanwhile, Masan Consumer seized this opportunity and gradually
increased its retail sales volume during the same period, especially when launching the
Omachi instant noodle line with packaged meat pieces and enhancing cup noodle
products.
Euromonitor evaluates that the growth rate of retail sales of rice and instant noodle items
will slow down in the coming period as food services recover after the pandemic since
2022. Additionally, Vietnamese consumers are paying more attention to food quality
and health issues. Consumers will be more cautious towards food advertisements and
will want to consume products when they have trust in the health value that the products
bring. Therefore, Kokomi and Omachi are among the formidable competitors capable
of surpassing Hao Hao in the future.
3. Potential competitors
In the diverse and competitive instant noodle market of Vietnam, Hao Hao instant
noodles from Acecook Vietnam face numerous potential competitors both domestically
and internationally. Other instant noodle brands such as Indomie Goreng, Mi 3 Mien,
Korean Spicy Noodles, and Thai Hot Pot Noodles not only offer a variety of flavors but
also serve different customer segments, ranging from affordable to premium, from
traditional to modern.
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Indomie Goreng Dry Noodles is a famous instant noodle product from the Indomie
brand, owned by the Salim Group (Indonesia). It was first introduced in 1982 in
Indonesia and quickly became a beloved dish worldwide. Many years ago, the Indomie
brand introduced the Goreng dry noodles, which rapidly gained popularity. Today, the
product has made its way into Vietnamese kitchens and become a familiar dish for many
families, priced affordably at 5.8 thousand Vietnamese dong per pack.
Mi 3 Mien is a purely Vietnamese instant noodle brand from Viet Hung Food Industry
Co., Ltd. (renamed UNIBEN since 2014). Mi 3 Mien is increasingly asserting its strong
position in the Vietnamese instant noodle market, leading the market share for packaged
noodles domestically in 2017. Mi 3 Mien's spicy and sour flavor not only promises
delicious taste but also ensures nutritional value and hygiene standards from ingredient
sourcing to processing, all at a reasonable price of around 3,500 Vietnamese dong.
Korean Spicy Noodles are a distinctive dish in Korean cuisine. Depending on regional
variations and consumer preferences, different types of noodles are prepared with
various flavors. Gradually introduced to Vietnam, these noodles have gained popularity
among young consumers. Despite the relatively high price range of 20 to 30 thousand
Vietnamese dong per pack, demand for these noodles has not only decreased but also
increased, especially for brands like SamYang. Korean noodles typically feature round,
chewy noodles larger than Vietnamese noodles, with a distinctively spicy aroma from
chili and subtle fragrance from vegetables, along with a sweet and savory taste.
Thai Hot Pot Noodles, despite being a product of the same company Acecook, are
gradually attracting attention and finding their place in customers' shopping carts. In
addition, Thai Hot Pot Noodles also offer a cup noodle variant, providing convenience
and speed. With only one shrimp flavor available, this noodle line is favored for its
authentic Thai hot pot aroma, tailored to suit the majority of Vietnamese consumers'
palates.
The competitive landscape for Hao Hao extends beyond other instant noodle brands to
encompass other market segments such as fast food, packaged food, and ready-to-eat
meals. This competition compels Hao Hao and other brands to continuously innovate,
improve product quality, and diversify flavors to attract and retain consumers.