Omachi Noodle – Bao.doc – INTERNATIONAL UNIVERSITY School of Business Topic: Marketing plan in 2016 for Omachi Noodle Group: Huynh Kim Thuy Class: | Course Hero

I. INTRODUCTION

OMACHI Noodle is a brand created

by Massan

Group which is founded in 1996 with ten

employees.

Currently, Masan group is one of the largest

enterprises in

Vietnam with more than fifteen subsidiaries and 2,000 employees, generating about 110

millions USD of annual revenue (Fortinet, 2009).

Some well-known brands in Sauce and Seasoning Category and Convenient Food

Category include Chin-Su, Nam Ngu, Tam Thai Tu, Rong Viet, Tien Vua and OMACHI

Noodle (Massan Group, 2010). Masan Food was voted the #1 brand in the sauce and

seasoning category by Saigon Tiep Thi (Saigon Marketing) for four continuous years. The

market share of Masan Food’s products is showed in figure 1.

Prior to the launch of OMACHI Noodle, the manufacturer presented in instant noodle

market with two brands, Kokomi and Chinsu that were not successful. Firstly, OMACHI

Noodle was priced at 3000 VND with four types of flavors, Salmon, Thai Oyster, Korean

Hotspot, and Pork (Massan Food, 2010) However, they currently produce only three types,

OMACHI Noodle pork, beef, and shrimp priced at 5000 VND. Previously, the slogan was

“Delicious potato-made noodles” that has now been changed to “Delicious and not afraid of

inner heat”. Also, the design of the package was modified from horizontal to vertical layout.

(Figure 2,3)

According to Masan Group (2010), OMACHI Noodle’s market share in premium

instant noodle line in 2009

accounted to for percent with more than 140 distributors and

126,000 points of sales, representing a 32.2% year

‐

over

‐

year increase.

3