Instant Noodle Campaign Case Study

1404 Words6 Pages 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
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However, in the composition of the packet of noodles shows those potatoes only accounted for 5%. Thus, the main ingredient of Omachi's "potato noodles" is still flour like all other noodles, even considered as “high-end” noodles but still contains E102.
TVC with the message "Tien Vua–Noodle for health". "Tien Vua does not use fried frying oil many times without transfat (fat causes stroke, heart attack and coronary heart disease) was broadcast on television, impressed with consumers because Transfat are warned to be harmful to human health. However, the test results of Tien Vua instant noodles in the noodles component also contains TRANSFAT
Instant noodle soup with beef noodles with no fear of poisonous E102. While on the market, some of Masan's products, including TV noodles and Omachi noodles, contain E102 and clearly label the Tartranzine ingredient (E102).
One more time, the model of Chinsu brand for all products has shown the risk. Chinsu soy sauce had to face to the 3-MCPD accusation, Chinsu fish sauce cannot beat Phu Quoc K’norr, Chinsu seasoning power contains MSG and Chinsu instant noodle (to be available from the first day of Masan Food – 2003) are not
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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

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