RMIT University SGS 2021A

MKTG1205B Marketing Principles

Assignment 3
Individual Final Marketing
Project

Lecturer: Nguyen Hoang Thuan

Student Name: Le Quang Lan
Student number: S3891787
Date of Submission: May 31, 2021
Word count: 2114
Marketing Principles
Individual Final Marketing Project

Contents
I. Instruction:............................................................................................................... 3
1. Company overview:................................................................................................. 3
2. Product overview:.................................................................................................... 3
II. SWOT Analysis:........................................................................................................ 3
1. Marketing Environment:........................................................................................... 3
Competitor:.............................................................................................................. 3
Marketing Intermediaries:..................................................................................... 3
Economic:.................................................................................................................. 4
1. SWOT Table:............................................................................................................. 4
2. SO Strategy:............................................................................................................ 5
III. Target customer:..................................................................................................... 5
IV. Differentiation:..................................................................................................... 6
1. Product differentiation:............................................................................................ 6
2. Image differentiation:.............................................................................................. 6
V. Positioning:.............................................................................................................. 6
1. Positioning map:...................................................................................................... 6
2. value proposition..................................................................................................... 7
VI. Current Marketing Mix performance.................................................................7
1. Product:................................................................................................................. 7
1.1. Product Classification:....................................................................................... 7
1.2. Three Levels of Product:................................................................................... 8
1.3. Product Decisions:............................................................................................ 8
1.4. Product line decisions:...................................................................................... 8
1.5. Product life cycle:............................................................................................. 8
1.6. Branding Strategy:............................................................................................ 8
1.7. Evaluation:........................................................................................................ 8
2. Promotion:............................................................................................................. 9
2.1. Advertising:...................................................................................................... 9
2.2. Sales Promotion:............................................................................................... 9
2.3. Public Relations:................................................................................................ 9
2.4. Evaluation:........................................................................................................ 9
VII. Marketing Plan Objective..................................................................................10
VIII. Marketing Recommendations...........................................................................10
1. Product:............................................................................................................... 10
2. Promotion:........................................................................................................... 10
IX. Conclusion:............................................................................................................. 10

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X. Reference:.............................................................................................................. 11
XI. Appendices:............................................................................................................ 14

I. Instruction:
1. Company overview:
Mr. Vu Tien Dung started Uniben Company in 1992, specializing in the
manufacture and marketing of instant noodles for both domestic and
international markets. Uniben has supplied Vietnamese customers with
delicious, economical, and convenient meals that fulfill high safety and
health requirements since entering the Vietnamese instant noodle
industry.
According to Euromonitor International (2021), instant noodles have had
the highest value rise of 17%, reaching 4.1 trillion VND in 2020, and likely
to continue to grow in the following years due to customers' demand for
food storage during Covid 19 pandemic (Appendix 1).
Despite the impact of the covid 19 epidemics, Uniben is outperforming
Acecook and Masan in terms of the increasing retail selling price
(Appendix 2). In reality, Uniben is having a great opportunity to raise
revenue and market share since the increasingly high demand for food
security during the unpredictable Covid-19 outbreak in Vietnam (Appendix
3).
2. Product overview:
In 2004, Uniben launched the 3 Mien instant noodle brand, distinguished
by its distinctive taste reminiscent of traditional Vietnamese cuisine with
reasonable prices for rural consumers. Since 2016, the 3 Mien brand has
captured a 26.5% market share in the Vietnamese instant noodle industry,
becoming the most popular instant noodle brand in rural areas (Minh M
2016). According to Uniben (2018), the 3 Mien brand has become a
leading instant food with diversification and traditional taste in line with
the preferences of Vietnamese consumers.
II. SWOT Analysis:
1. Marketing Environment:
Competitor:

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3 Mien confronted with many strong domestic and foreign competitors
(Appendix 2).
Marketing Intermediaries:
Reseller: Uniben cooperated with more than 500 supermarkets, 100,000
stores, and 1000 sellers (Uniben 2021)
Physical distribution: 150 distributors, including Lotte and Family Mart,
distribute 3 Mien noodles throughout Vietnam. Besides, Uniben has
exported these instant noodles to other international markets (Uniben
2020).

Economic:
Due to the Covid-19 pandemic, consumers tend to hoard essential foods,
including instant noodles, which has significantly increased Uniben's total
sales (Euromonitor 2021).
Technology:
Cooperation in implementing DMS project with FPT software (FPT 2016)
and build 2 more modern factories (Uniben 2015).
1. SWOT Table:

Strengths Weakness

Uniben Company was officially co-operated The 3 Mien noodles

with FPT Software to operate a Distribution are selling thanks to
Management System (DMS) project including 5 the prohibitively lower
applications as eMobiz Map, eMobiz prices than other low-
Merchandising, eMobiz Insight, and eMobiz priced instant noodle
Sales to have advantages in the industrial brands. Hence,
revolution 4.0. Mr. Nguyen The Anh Deputy increasing the price
General Director of Uniben stated that this vital for 3 Mien noodles is
project of the company to expand market share considered a
and increase accessibility to potential challenge when the
customers in many countries. (FPT 2016). market value
increases.

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Uniben aims to produce healthy foods with
European standard production technology. In addition, Uniben's
Therefore, Uniben has invested more than marketing channels
2,000 billion VND in building 2 more modern are not diversified,
factories designed according to European and marketing
standards with a self-contained production line, campaigns are not
fully automated, imported from the US, really effective in
Germany, and Japan with an environmentally catching up with new
friendly wastewater treatment system. As a trends and attracting
result, the 3 Mien brand is one of the instant the majority of the
noodle brands that trusty Vietnamese public.
consumers choose to purchase continuously
from 2015 to now, with a market share of over
27.5% (Uniben 2015).

Opportunity Threats:
Uniben not only distributes its products Since the Covid-19
throughout Vietnam, especially in rural, but pandemic, many
also concentrates on exporting to many exported food
markets including Russia, Eastern, Ethiopia, products in Vietnam
China, Cambodia, and the EU, (Uniben n.d.), led have been interrupted
to the opportunity for 3 Mien to develop their (Huong T & Manh P
brands and expand their market share 2021). Consequently,
worldwide. this situation is
unfavorable for 3 Mien
According to Research and Market (2021), noodles when the
owing to the hectic pace of life, consumers company is focusing
prefer quick meals at affordable costs that need on export activities.
less cooking. Additionally, due to the Covid-19
pandemic, demand for local consuming instant
noodles has increased by 67% in only 6 days
compared to the previous year (Dat Nguyen
2020). (Appendix 4). Therefore, 3 Mien noodles
stand a good chance of maintaining their

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Vietnamese instant noodle market dominance.

2. SO Strategy:
Uniben can effectively satisfy customers' online shopping demands by
using technology strengths in the distribution system when collaborating
with FPT Software and fulfilling the market supply of instant noodles
during the epidemic time. Especially when Vietnam has applied for social
distancing, the demand for stockpiling essentials and online shopping will
increase in the coming time, leading to a huge chance for Uniben to gain
more profit.
III. Target customer:
In the instant noodle sector, rural regions accounted for almost 80% of
consumption (Nguyen G 2016). Recognizing this potential market and a
vast demand for instant noodles, Uniben created the 3 Mien noodles with
affordable prices to dominate in the rural market for consecutive years
from 2015 (Uniben 2018).
Housewives belong to an important segment of Uniben's targeted
marketing strategy that has the most influence on their family's
purchasing behavior. Since family seems to be the main factor directly
influencing the purchasing decisions of housewives, they place higher
demands on nutrition, hygiene, and taste (Obeidat et al. 2018, p.110).
However, by applying modern technology with European standards, 3
Mien noodle packages offer the highest quality food safety and hygiene.
Additionally, spice packs are produced according to a strict process from
raw materials to packaging (Duc T 2021). Hence,3 Mien noodles can
successfully fulfill all of the customer's requirements.
IV. Differentiation:
1. Product differentiation:

Since instant noodles are considered a convenience goods category,

purchasers would make decisions based on prior experiences (the taste in
this case) with the product (G. Feichtinger, A. Luhmer and G. Sorger).
Uniben's noodle is distinguished by its own unique broth sauce, made up
of a high synthesis of numerous local zests and spices, giving it a distinct

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flavor that only 3 Mien possesses (Ky T 2020). In addition, B vitamins are
added to 3 Mien noodles, becoming the pioneer instant noodle product in
Vietnam that provides nutrition to customers. (Khanh D 2015).

2. Image differentiation:

Uniben donated 150,000 nutritious meals to the frontline medical team

during the COVID-19 outbreak in 2020 to demonstrate the brand's
commitment to social responsibility (Uniben 2020). These actions enable
UNIBEN to closely connect with customers and build a strong brand image
in the hearts of Vietnamese customers.

V. Positioning:
1. Positioning map:

Instant noodles have long been popular in Asia, particularly in Vietnam.

Since 2019, Vietnam has ranked among the top five world consumers of
instant noodles (Trung N 2020) (Appendix 5). This high demand paves the
way for brands like 3 Mien with affordable prices and vast nutrition that
appeal directly to Vietnamese consumers.

As instant noodles are typically purchased in large quantities, pricing is a

major factor in selecting between brands. With the current trend of
healthy living, consumers not only pay attention to the price but also
focus on the nutritional value of each noodle package.

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Uniben's "3 Mien" brand has surpassed competitors such as “Omachi”,

“Gau Do”, and “Hao Hao” in the low- to middle-income market segment
when constantly supplementing nutrients for consumers with nutrients in
the form of vitamins whilst maintaining low prices.
2. value proposition

As previously stated in the product differentiation, Uniben emphasizes

placing product quality and customer health first while the Vietnamese
market is saturated with unbranded and unknown origin instant noodles
products; Uniben is the pioneer Vietnamese instant noodle brand to
delivers higher quality noodles (incorporates essential nutrients into its
noodles) at the same price as noted in the product distinction above.
Thus, the 3 Mien brand would attract more attention and favor among
health-conscious clients, particularly among the targeted housewives.

VI. Current Marketing Mix performance.

1. Product:
I.1. Product Classification:
Mien instant noodles as tangible products are rapidly prepared by boiling
or adding hot water in a few minutes, categorized as convenience goods.

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I.2. Three Levels of Product:

Augmented Products:
The hotline number for customer service and customer consulting is
printed on the packaging (Appendix 6).
Actual Product:
Branding: The 3 Mien brand has been presented since 2004.The 3 Mien
brand has been presented since 2004 (Uniben 2011).
Design: Uniben has retained its brand logo design for many years, with
the words "3 Mien" in white standing out at the top of the noodle
packaging.
Core Customer Value:
Mien satisfies a quick meal easy-cook with high nutrition yet affordable
price.
I.3. Product Decisions:
Product Attribute:
Quality: nutritious and tasty noodle (Uniben 2015)
Features: Including dried noodle block, dried vegetable package, soup
package, oil package and paprika package (Appendix 7).
I.4. Product line decisions:
Line Filling: 3 Mien expands its product line by adding various flavors at
the same price (Appendix 8).
E.g.: According to Bach Hoa Xanh (2021), 3 Mien Gold Noodles line
products are sold at 3.500 VND.
I.5. Product life cycle:
The 3 Mien noodles are in the growth stage of the product life cycle since
considering to top instant food selection of Vietnamese customers;
nevertheless, growth has slowed significantly in recent years (Appendix 9)
I.6. Branding Strategy:
Brand name selection:
The word "3 Mien" is easy to pronounce and remember, helping customers
recognize products with traditional Vietnamese taste immediately.

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Brand development:
Line extension: The 3 Mien Noodle is available in a wide range of flavors
(Appendix 8).
I.7. Evaluation:

Advantages:
3 Mien noodles, a Vietnam local brand with high brand awareness, are
received a high level of preference by rural customers. Due to various
flavors relevant to Vietnamese traditional cuisine, the 3 Mien noodles
become more specific with their unique distinction. Moreover, another
factor that makes the highest nutrition from its finest products is what
makes enormous popularity highly pay attention to.
Disadvantages:
Uniben, like other instant noodle producers, all of their noodle instant
products have been packed in a plastic bag that might contaminate the
environment. Since Uniben concentrates primarily on innovating new
flavors, 3 Mien noodles packaging remains simple and unappealing
compared to other goods such as Hao Hao or Omachi.
2. Promotion:
2.1. Advertising:
3 Mien noodles take advantage of many media channels to advertise their
products.
Broadcast: Advertisement on afternoon television programs (Appendix
10).
Internet: Including Facebook and YouTube (Appendix 11).
Billboard: Advertisement at Retail store boards (Appendix 12).

2.2. Sales Promotion:

3 Mien offers short-term incentives to encourage the purchase or sale of
their product.
Discount: Applying bundle discount (Appendix 13)
Coupons: Entering the code to get free shipping or a discount (Appendix
14).

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2.3. Public Relations:
3 Mien organized many Public service activities:
Public service activities: In 2020, Uniben carried out volunteer
activities that has named “Tiệm tạp hóa Ngược - Xuôi” in the Mu Cang
Chai region (Trang L 2021).
Sponsor: In2021, 3 Mien Noodles awarded more than 800 million to
honor the Vietnamese Super Intelligence (Duong A 2021).

2.4. Evaluation:
Advantages:
3 Mien has developed a positive brand image, increased brand
recognition, and attracted potential consumers by effectively committing
to social responsibility through social and charity activities as mentioned
above.
Disadvantages:
When it comes to advertising, customers tend to feel monotonous and
unappealing due to repetitive content in advertising videos. Updating and
keeping up with marketing trends on new media platforms is a
shortcoming that 3 Mien needs to improve. Specifically, there is no
advertising on Instagram or Tik Tok, even though most Vietnamese,
particularly Vietnamese young generation use these applications
frequently.
VII. Marketing Plan Objective
By utilizing the advantage of technological strengths in production as
mentioned in the strengths section in the SWOT and capturing market
share in rural areas as mentioned in the opportunities section in SWOT, 3
Mien could increase market share by approximately 1% through an
increase in sales volume of 5 - 8% by covering extensively 3 Mien's
products advertising campaigns in the media, particularly on platforms
such as Tik Tok and Instagram, which 3 Mien currently lacks as mentioned
in the evaluation section in Promotion.
VIII. Marketing Recommendations

1. Product:

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Firstly, Uniben may use more eye-catching decorations on the packaging
of 3 Mien noodles to make them stand out in the supermarket's noodles
department and attract more attention from customers.
Secondly, utilizing plastic packets would take a long time to decompose,
negatively impacting the environment. Hence, the corporation should
invest in researching new packaging with environmentally friendly
materials.
2. Promotion:
In addition to implementing product advertising campaigns as mentioned
in the marketing objective sector, 3 Mien may consider re-launching the
successful previous campaign, which donated 150,000 nutritious meals to
frontline medics combating the Covid-19 pandemic.
By doing this campaign, 3 Mien can ensure the company's social
responsibility commitments, increase brand awareness, and most
importantly, cultivate a good image of the company in the minds of
Vietnamese people.
IX. Conclusion:
The biggest unique feature of 3 Mien noodles is that noodle production
mainly focuses on consumer health and implementing social activities.
Uniben is on track to surpass Acecook as the market leader soon, thanks
to the company's steady growth in creating new tastes, caring for
consumers' health, and commitments to social responsibility.
X. Reference:

1. 3 Mien 2021, Facebook, viewed 29 May 2021,

<https://www.facebook.com/mi3mien/>.
2. 3 Mien 2021, YouTube, viewed 30 May
2021,<https://www.youtube.com/channel/UChlz1s6PXNXidlU0WWvx
Giw>.
3. Bach Hoa Xanh 2021,’Siêu thị Bách hoá XANH - Mua bán thực phẩm,
sản phẩm gia đình’, www.bachhoaxanh.com, viewed 29 May
2021,<https://www.bachhoaxanh.com/mi/mi-3-mien-gold-tom-chua-
cay-goi-75gr>.

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4. Bộ Y tế 2021,’Trang tin về dịch bệnh viêm đường hô hấp cấp COVID-
19’, Bộ Y tế - Trang tin về dịch bệnh viêm đường hô hấp cấp COVID-
19, viewed 30 May 2021,<https://ncov.moh.gov.vn/>.
5. Chi D 2020,’Mì 3 Miền tôm chua cay đặc biệt - thêm lựa chọn cho
những bữa ăn Việt’,vnexpress,viewed 29 May
2021,<https://vnexpress.net/mi-3-mien-tom-chua-cay-dac-biet-
them-lua-chon-cho-nhung-bua-an-viet-4104854.html>.
6. Dat Nguyen 2020,’Instant noodle demand boils over as coronavirus
stirs fear’,VnExpress International – Latest news, business, travel
and analysis from Vietnam, viewed 22 May
2021,<https://e.vnexpress.net/news/business/data-speaks/instant-
noodle-demand-boils-over-as-coronavirus-stirs-fear-4064688.html>.
7. Duc T 2021,’Thay áo mới cho mì ăn liền: Giá trị dinh dưỡng được
UNIBEN đặt lên hàng đầu’,Báo Công an Thành Phố Hồ Chí Minh,
viewed 22 May 2021,<http://congan.com.vn/thi-truong/cho-mi-an-
lien-gia-tri-dinh-duong-la-yeu-to-duoc-uniben-dat-len-hang-
dau_108959.html>.
8. Dương D 2021,’Hơn 800 triệu được Mì 3 Miền trao tặng để vinh danh
Biệt đội Siêu trí tuệ Việt Nam’,Cafef, viewed 30 May
2021,<https://cafef.vn/3-thi-sinh-sieu-tri-tue-xuat-sac-gianh-giai-tri-
tue-viet-3-mien-tri-gia-300-trieu-dong-20210202171216243.chn>.
9. Euromonitor International 2021, Rice, Pasta and Noodles in Vietnam,
Euromonitor International, viewed 29 May 2021, RMIT Passport
database.
10. Feichtinger, G, Luhmer, A & Sorger, G 1988, 'Optimal Price and
Advertising Policy for a Convenience Goods Retailer', Marketing
science (Providence, R.I.), vol. 7, no. 2, pp. 187-201.
11. FPT 2016, ‘FPT Software kicks off DMS project for Uniben’, FPT,
viewed 22 May 2021,<https://www.fpt.com.vn/en/ir/news/fpt-
software-kicks-off-dms-project-for-uniben>.
12. Huong T & Manh P 2021,’Đánh giá tác động của đại dịch Covid-19
đến các doanh nghiệp Việt Nam’, TapChiTaiChinh, viewed 22 May
2021,<https://tapchitaichinh.vn/tai-chinh-kinh-doanh/danh-gia-tac-

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dong-cua-dai-dich-covid19-den-cac-doanh-nghiep-viet-nam-
331389.html>.
13. Huong T & Manh P 2021,’Đánh giá tác động của đại dịch Covid-19
đến các doanh nghiệp Việt Nam’, TapChiTaiChinh, viewed 22 May
2021,<https://tapchitaichinh.vn/tai-chinh-kinh-doanh/danh-gia-tac-
dong-cua-dai-dich-covid19-den-cac-doanh-nghiep-viet-nam-
331389.html>.
14. Khanh D 2015,’Lựa chọn mì 3 Miền ngon cho bữa ăn phong phú’,
mevabe, viewed 22 May 2021,<http://mevabe.net/4177/news-
detail/1552555/chi-tieu/lua-chon-mi-3-mien-ngon-cho-bua-an-phong-
phu.html>.
15. Ky T 2020,’Mì 3 Miền nước cốt bò hầm chinh phục hàng triệu người
Việt’,vnexpress, viewed 22 May 2021,<https://vnexpress.net/mi-3-
mien-nuoc-cot-bo-ham-chinh-phuc-hang-trieu-nguoi-viet-
4072322.html>.
16. Minh M 2006, ‘Uniben - Nhãn hàng 3 Miền giữ 26,5% thị phần mì gói
Việt’,VnExpress, viewed 22 May 2021,<https://vnexpress.net/nhan-
hang-3-mien-giu-26-5-thi-phan-mi-goi-viet-3499171.html.>
17. Nguyen G 2016,’Thương hiệu Việt giành lại thị phần mì ăn liền’.
ZingNews, viewed 22 May 2021,<https://zingnews.vn/thuong-hieu-
viet-gianh-lai-thi-phan-mi-an-lien-post671256.html>.
18. Obeidat, MI, Oweidat, A, Hamdi, N & Obeidat, ZM 2018, 'The
Factors Affecting Jordanians Housewives Consumption Behavior: A
Qualitative Approach', International business research (Toronto), vol.
11, no. 5, p. 110.
19. QUẢNG CÁO ECD 2017,’QUẢNG CÁO MÌ BA MIỀN tôm CHUA CAY ĐẶC
BIỆT,” YouTube, viewed 29 May
2021,<https://www.youtube.com/watch?v=A-
OXAcQn6o0&ab_channel=QU%E1%BA%A2NGC%C3%81OECD>.
20. Research and Markets ltd 2021, “Instant Noodles Market: Global
Industry Trends, Share, Size, Growth, Opportunity and Forecast
2021-2026,” Researchandmarkets, viewed 29 May

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2021,<https://www.researchandmarkets.com/reports/5331141/insta
nt-noodles-market-global-industry-trends>.
21. Statista 2020,’Vietnam: growth of food products due to coronavirus
2020’, Statista, viewed 22 May
2021,<https://www.statista.com/statistics/1102874/vietnam-growth-
of-food-products-due-to-covid-19/>.
22. Trang L 2021,’Mù Cang Chải, hành trình yêu thương” 2021,
kinhtedothi, viewed 30 May 2021,<http://kinhtedothi.vn/mu-cang-
chai-hanh-trinh-yeu-thuong-409563.html>.
23. Trung N 2020,’Vietnam remains a top five instant noodles
consumer’,Readtoolead, viewed 23 May
2021,<https://readtoolead.com/vietnam-remains-a-top-five-instant-
noodles-consumer/>.
24. Uniben 2011,’ Uniben - Quá trình phát triển,Unibenfoods, viewed 29
May 2021, <https://www.unibenfoods.com/vi/ve-cong-ty-uniben/qua-
trinh-phat-trien/>.
25. Uniben 2015,’Thực hiện tốt trách nhiệm xã hội để phát triển bền
vững’,Unibenfoods, viewed 30 May
2021,<https://www.unibenfoods.com/hoat-dong/hoat-dong-cong-
dong/thuc-hien-tot-tnxh/>.
26. Uniben 2015,’Uniben tiên phong xu hướng sản phẩm có lợi cho sức
khỏe với công nghệ sản xuất chuẩn châu Âu’,Unibenfoods,viewed 22
May 2021,<https://www.unibenfoods.com/thong-tin-bao-chi/tin-tuc-
su-kien/uniben-tien-phong-xu-huong-san-pham-co-loi-cho-suc-khoe-
voi-cong-nghe-san-xuat-chuan-chau-au/>.
27. Uniben 2018,’Uniben - Một năm khởi sắc của thị trường mì gói Việt’,
Unibenfoods, viewed 22 May
2021,<https://www.unibenfoods.com/vi/thong-tin-bao-chi/tin-tuc-su-
kien/1-nam-khoi-sac-cua-thi-truong-mi-goi/>.
28. Uniben 2020,’Uniben trao tặng 150.000 bữa ăn dinh dưỡng từ Mì 3
Miền và Nước trái cây Joco tới đội ngũ Y Bác sĩ các bệnh viện tuyến
đầu’, Unibenfoods viewed 22 May
2021,<https://www.unibenfoods.com/vi/thong-tin-bao-chi/tin-tuc-su-

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kien/uniben-trao-tang-150000-bua-an-dinh-duong-tu-mi-3-mien-va-
nuoc-trai-cay-joco-toi-doi-ngu-y-bac-si-cac-benh-vien-tuyen-dau-1/>.
29. Uniben 2021,’Uniben - Hệ thống phân phối’, Unibenfoods, viewed 30
May 2021,<https://www.unibenfoods.com/ve-cong-ty-uniben/co-so-
ha-tang/he-thong-phan-phoi-1/>.
30. Vatgia 2019, Vatgia, viewed 30 May
2021,<https://vatgia.com/raovat/1723/15838824/lam-bang-hieu-
quang-cao-cho-he-thong-cua-hang-shops-tap-hoa-bach-hoa-cong-ty-
uniben-mi-3-mien.html>.

XI. Appendices:

Appendix 1
Market sizes: Retail Value RSP - VND billion - Current - 2006-2025

Source: Euromonitor International 2021.

Appendix 2

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Company share Sales of Rice, Pasta and Noodles

Source: Euromonitor International 2021.

Appendix 3
Epidemic situation in Vietnam

Source: Bộ Y tế 2021.

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Appendix 4
Value growth of food products due to coronavirus COVID-19 among urban

citizens in Vietnam in 2020

Source: Statista 2020.

Appendix 5
Instant noodles consumption, 2019

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Source: Read to lead.

Appendix 6

Customer Service hotline

Source: Bach Hoa Xanh 2021.

Appendix 7

Main ingredients in a 3 Mien noodle package

Source: Bach Hoa Xanh 2021.

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Appendix 8

3 Mien instant noodles with various flavor products

Source: Vnexpress 2020.

Appendix 9

Brand Share

Source: Euromonitor International 2021.

Appendix 10

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Advertising 3 Mien noodles on television

Source: QUẢNG CÁO ECD 2017.

Appendix 11

Advertising 3 Mien noodles on the internet

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Facebook:

Source: 3 Mien 2021

YouTube:

Source: 3 Mien 2021

Appendix 12

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Advertisement at Retail store boards

Source: Vatgia 2019

Appendix 13

Bundle discount

Source: 3 Mien 2021

Appendix 14

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Coupons

Source: 3 Mien 2021

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