Instant Noodles Marketing Strategy

3.2.1.3 Instant Noodles - Noodles for health - “Instant noodle campaign” (2011)

In late 2007, early of 2008, when the instant noodle market was surveyed in Vietnam, Masan was ranked in the fourth of Market share ( around 10 %) by one of the largest US market research firm, just behind 3 leading brands are Acecook Vietnam(55%), Asian Food (15%), Vifon ( 10%). However, in late of 2009, early 2010, Masan Food was defeat Asian Food and Vifon, and go to the second rank.
The market for instant noodle is fiercely competitive, the growth of whole sector around 15 -20% with more than five billion packets of noodle of 50 enterprises was consuming in the market and was forecasted increase over 7 billion in 2012
Before Omachi available on market in 2007, noodle market had developed tremulously, with no clear segmentation. Noodle’s trader still use a variety of branding strategies in order to make more choices for consumer. Aceacook Vietnam has brands such as Hao Hao, Hao 100, Bon Phuong, De Nhat, Sumo, Lau Thai…; Asian Food include Red Bear, Hello, Trung Vang, Osami… This strategy led to the fact that brands of the same manufacturer “ eat” on each other’s

When business ethics are not defined and adhered, the consequences are unpredictable. The story of "arsenic sauce" is a typical example. If anyone is behind this whole conspiracy, I think they have succeeded in creating and spreading the fear to every family. However, tactics that seem to work are counterproductive because Masan violates one of the most common rules: business ethics and respect for indigenous culture. The most unethical way of attracting the consumer towards you is using deceptive and threatening tactics. Masan denigrates and hurts the most typical value of Vietnam’s culinary: fish sauce. They not only cheat on their consumers but also damage the reputation of the fish sauce traditional