SGS Tran-Hoai-Phuong-Nhien S3891840 PDF

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####### 1Individual Final Marketing ProjectVISSANVissan Pasteurized SausagesS3891840 – Tran Hoai Phuong Nhien####### 1####### Marketing Analysis ReportVitalityEvery Day!VISSAN####### 2TABLE OF CONTENTS PageI. IntroductionII. SWOT AnalysisIII. Target CustomerIV. Differentiation and PositioningV. Mark...

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MARKETING PRINCIPLES Marketing 1Analysis Report

Individual Final Marketing Project

VISSAN Vissan Pasteurized Sausages S3891840 – Tran Hoai Phuong Nhien

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Vitality Every Day!

VIS SAN VISSAN

MARKETING PRINCIPLES Marketing2Analysis Report

TABLE OF CONTENTS I. II. III. IV. V. VI. VII. VIII. IX.

Introduction SWOT Analysis Target Customer Differentiation and Positioning Marketing Mix Strategies Marketing Objectives Marketing Recommendations References Appendices

Page 3 3-4 4 4-5 5-6-7 7-8 8-9 9-10-11 11-12

Words Count: 2184 (excluding references, appendices and table of contents)

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MARKETING PRINCIPLES Marketing3Analysis Report

I/ INTRODUCTION Company overview Vissan Joint Stock Company is a major industrial company in Vietnam, which belongs to Saigon Trading Group. Vissan is well-known both domestically and globally for the manufacture and trade of fresh meat and processed foods which included sausage production(Vissan 2014). Vissan has been developing for nearly 50 years, since its first operation in May 1974. Vissan has established eight core values such as tasteful, healthy and safe, trendy, convenient, friendly, professional, vitalistic, and culinary specialist, with the aim of providing the best service to valuable customers in terms of nutrition, special and delicious flavor. Furthermore, with the mission statement: “From farm to meal”, VISSAN guarantees to accomplish the guideline of food safety, hygiene, and quality policy. The company has also chosen the operating motto "Vitality Every Day" to demonstrate both the organization's deep commitment to corporate responsibility for each product and the group's vitality and aspiration when striving to build a solid brand in the context of integration (Vissan 2014). Product description In 1997, Vissan entered the field of sausage production and business by launching the first sterilized sausage product of Vietnamese people (Brands Vietnam 2015). All sausages are manufactured in Japanese technology and packaged carefully to protect product quality for a long time. Therefore, consumers tend to stockpile this food during the Covid-19 season to save up time in cooking, as it can be used with instant noodles, bread, and pizza.

II/ SWOT ANALYSIS Strength Distribution network throughout Vietnam:  VISSAN goods are distributed and sold in the majority of supermarkets, convenience stores such as CoopMart, SatraMart, Maximart, MegaMarket, BigC, LotteMart, Vinmart, commercial centers, media markets, and other locations . VISSAN also develops its own distribution network, which includes a system of product introduction stores, 100 distributors, and over 130,000 quality selling points. High level of food reliability:  For nearly 10 years focusing on

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Opportunity 

Vietnam is a country with a thriving pork industry in recent years (figure 1). In addition, multinational corporations are tending to invest more in the market, mainly based on factors such as a modernized supermarket system, improved distribution infrastructure, consumer demand and consumption of meat and meat products increased. From there, these will be the advantages to help Vissan improve brand recognition with the public through a wide and growing distribution network.

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Due to the Covid-19 pandemic,

MARKETING PRINCIPLES 4 Marketing Analysis Report

applying the closed model "clean from farm to meal" (N. Nga 2021), Vissan has created a great resonance and made a successful mark in implementing the market access strategy with quality and safe whole food. Along with an advanced slaughter system and production process to ensure food safety and hygiene.

consumers tend to buy convenience foods that have good and safe quality and can be preserved for a long time. This is an opportunity for Vissan to become an ideal choice with a high level of trust trusted by many families.

III/ TARGET CONSUMER

Vissan sausage's goal is to penetrate Vietnamese families, from parties to daily meals. Thanks to its long-term operation and good product quality, the brand has been present in many provinces and cities in the domestic market and launched a variety of products, targeting many specific customers. Firstly, it is a pasteurized sausage for children (especially 6-13 years old) because the product can be used directly without any additional cooking steps. Therefore, it is not only convenient but also safe for young children. In addition, Vissan also launches many flavors (such as pork, beef, corn, and shrimp) that can stimulate children's curiosity. Secondly, Vissan sausage is also aimed at mothers aged 27–45 years as they are both busy with work and shoulder the responsibilities of shopping and providing for the family (Nielsen 2014). Therefore, mothers are very interested in choosing healthy and quality foods for their children to eat (Hennessy et al., 2012, Boots et al., 2015).

IV/ DIFFERENTIATION AND POSITIONING 



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IV.1. Differentiation Distribution: Vissan has concentrated on utilizing the distribution channels of other shops such as Co.opmart, Vinmart, and Satra Food to ensure that everyone is visible throughout Vietnam (Vissan n.d). Vissan has also used modern management methods to distribute its products to over 1,000 supermarkets and trade centers around the country in order to make items more fit for the present market. Not only that, the brand will continue to develop and extend the VISSAN PREMIUM store concept in Ho Chi Minh City in order to address the growing customer demand for nutritional products and traceability. Product: Compared to other pasteurized sausage brands, Vissan offers a wide range of flavors, sizes and forms for customers to select the best option for them. Furthermore, each package of sausage is reasonably priced, allowing everyone to purchase it. Pasteurized sausage also gives a decent quantity of nutrition, so people do not need to be concerned about the quality of the sausage, and they do not even need to cook it. Most significantly, the corporation strives to examine market share about client desire from generation to generation in order to meet their needs by producing new items.

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MARKETING PRINCIPLES Marketing Analysis Report IV.2. Positioning map Vissan sausages sterilized position itself as a brand that owns high nutrients with reasonable prices. Besides, the value proposition of Vissan products is applied to the “Less for More” strategy. As being compared to other competitors, although the business used superior technology to manufacture pasteurized sausages, they still tried to maintain the low price. High nutrient

High price

Low price

Low nutrient

Brand name

Ponnie (45g)

Price/each

10.800 VND

HaLong Canfoco (25g) 2.500 VND

CP (20g)

Vissan (18g)

2.400 VND

2.100 VND

V/ MARKETING MIX STRATEGIES V.1 Product V.1.1 Product classification  Vissan sausages sterilized are regarded as a convenient and affordable product (Y Linh 2013). Therefore, customers tend to purchase it frequently with low price. Furthermore, the product is distributed to most convenience stores, supermarkets throughout the domestic market, customers can find it easily.

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V.1.2 Levels of product  Core product: when the Covid-19 pandemic broke out, people flocked to buy instant products with a long expiry day to be able to store and prevent hunger. Therefore, pasteurized sausage is considered a core value of customers.  Actual product: As a leader in the food processing industry, in order to protect consumers' health in the context of dirty food, Vissan always puts product quality first by improving the process to get better and better. All products are manufactured under a closed link process using modern machinery, equipment and advanced technology. The company strives to do perfectly the 3F supply chain “from farm to fork” to ensure the best quality in three important stages: Feed, Farm and Food. (Asemconnect 2021)  Augmented product: The company provides a new exchange service if the old product has quality problems. In addition, the hotline service is always available to advise and serve customers 24/7. V.1.3 Brand development  Line extension strategy: Vissan extends its existing brand name by adding new flavors (eg: beef, pork, shrimp, corn, and cheese), new sizes (eg: beef nutrition sausage package 175g, and instant beef sausage package 90g, etc), and new flavors for “Shake sausages in cup” form (eg; passion fruit sauce, tomato flavored mayonnaise, and tamarind sauce).

V.1.4 Product Life Cycle  The number of pasteurized sausages has increased last year (figure 2). Since customers are likely to purchase this type of product more than usual during the Covid19 lockdown. Plus, Vissan has existed in the Vietnam market for a long time and also overcome a difficult stage in recent years. As a result, Vissan sausages sterilized are in the maturity stage. Evaluate:  Being the most popular product line for sterilized sausages.  Customers give it high impression.  The launch of a new product line made profit exceed. V.2 Promotion V.2.1 Promotion mix strategy Vissan uses a “pull marketing strategy” since they aim to increase the demand for its products to assist profit and sale growth. By doing so, the firm were doing the plenty of marketing activities. V.2.2 Promotion mix tools

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

a. Advertising It is expressed in a number of ways, including broadcast/TVC, and advertisements on social media such as facebook (figure 3,4). Moreover, pasteurized sausage takes advantage of the social media appearances of 2 channels:

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b. Public relation (proactive) Vissan has organized some public services activities, and corporate social responsibility. In addition, Forbes also posted some Vissan news.

c. Sale promotions – Customer promotion In almost supermarkets, Vissan usually displays samples of its food for customers to taste before buying (figure 7). In addition, in each supermarket, Vissan is also displayed at a separate point of sale, so that customers can easily find (figure 8). Evaluate:  Tiktok and YouTube are still promising promotional platforms that should be investigated.  Customers will appreciate the convenience in terms of sale promotions. 

VI/ MARKETING OBJECTIVES VI.1 Increasing brand share.

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MARKETING PRINCIPLES Marketing8Analysis Report 

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To limit the spread of disease during the corona epidemic season, individuals often have the habit of buying and storing food for a long time to limit going out and contacting crowded places. Consumers rushed to buy rice, instant noodles, canned food, sausages and some other essential products. Thus, pasteurized sausage is one of things considered to be the leader in the food market since its consumption in the last year tends to raise (figure 2). However, Vissan's brand share has decreased more than in recent years (figure 5). Thereby, the company should set a target of 0.7% increase for this product (from 21.2% to 21.9%) in the next 6 months (starting this mid-June). VI.2 Extending brand awareness Last but not least, run promotional video clips with 30 seconds for new products on children's Youtube channels as well as Tiktok for 6 months.

VII/ RECOMMENDATION 

VII.1 Product At the present time, Vietnamese in general and citizens around the world in particular are prioritizing epidemic prevention. Therefore, in order to boost the profit of the product, Vissan should alter the product packaging to match the current situation so that it can attract more customers' attention. In fact, Vissan often advertises its pasteurized sausage items on social media channels like Youtube as animated content. Hence, Vissan should use its available good points to build the image of a “cowhero” or a “pighero”, who could withstand and overcome the difficulties of the Covid-19 pandemic, and heal the world's scars. Through this campaign, Vissan are able to reach the children segment more easily.

In addition, Vissan should also add a QR code on the packaging that can assist customers seek information about the company more conveniently such as the origin and process of creating the product. In this age, consumers tend to be actively interested in the provenance of the products they purchase, especially in the food and fashion industries (Maddy, 2018). Therefore, it is vital for Vissan to grasp the habits, preference and requirements of customers. VII.2 Promotion This pandemic has caused numerous damage to the Vietnamese people both economically and mentally. Vissan should expand the CSR campaign further so that it can effectively propagate the anti-epidemic work and support isolated patients, nurses, doctors and people in epidemic areas. This represents raising awareness for not only individuals but also for the business's name. For clarity, Vissan should do the following:  Provide essential items that citizens need during the epidemic season such as masks, food, and hand sanitizer to overcome this infectious disease together. This action will be highly appreciated by the online community, leading to an increase in brand love.  According on the amount of social distance, an independent study team from the Woolcock Institute of Medical Research predicts that the overall number of coronavirus infections in the fourth wave of COVID-19 might reach 4,500-6,600. Therefore, with a reputable company like Vissan, anti-epidemic propaganda will increase customer sympathy, thereby earning profits as expected.  Sponsor TV shows: During times of social distancing, individuals would stay at home more, which means they are going to spend more time with their families, like watching 

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MARKETING PRINCIPLES Marketing Analysis Report movies and eating together. Thus, sponsoring children's TV shows is one of 

ways to reach potential children. For example, Vissan is currently sponsoring the "Gia Dinh Thong Thai (Wise Family)" program. (Figure 6) A representative of TikTok said that in the context of the complicated Covid-19 epidemic and the constantly changing needs of users, the online market in Vietnam will certainly grow and change in the future. An evidence is that in 2020, TikTok's survey in Vietnam shows that up to 96% of TikTok users have seen promotional videos of businesses and 90% of users have taken action after seeing these promotional videos (Pham Vinh 2021). Therefore, in order to increase brand share, Vissan should keep up with the trendy trends on tiktok to produce short clips that include the hottest content or music. The campaign will be able to reach potential customers between the ages of 2735.

VIII/ REFERENCES Vissan 2014, ‘Overview about Vissan’, Vissan, 2014, viewed May 22, 2021,

Vissan 2014, ‘Vision - Mission - Message’, Vissan, 2014, viewed May 22, 2021,

Vissan 2014, ‘Core values’,Vissan, 2014, viewed May 22, 2021,

Brands Vietnam 2015, ‘Vissan & cuộc chơi xúc xích’, BrandsVietnam, August 26, viewed May 24, 2021, Thuy, T 2020, ‘Xu hướng tiêu dùng trong và hậu đại dịch Covid-19’, ThuongTruong, May 25, viewed May 23, 2021, Statista Research Department 2020, ‘Value growth of food products due to coronavirus COVID19 among urban citizens in Vietnam in 2020’, Statista, December 9, viewed May 24, 2021,

Vissan 2014, ‘Domestic market’, Vissan, 2014, viewed May 22, 2021,

Nielsen 2014, ‘Millennial Moms’, Nielsen, January 1, viewed May 24, 2021,

E. Hennessy, S.O. Hughes, J.P. Goldberg, R.R. Hyatt, C.D 2012, ‘Economos Permissive parental feeding behavior is associated with an increase in intake of low-nutrient-dense foods among american children living in rural communities’, Journal of the Academy of Nutrition and Dietetics, vol. 112, no. 1, pp. 142-148.

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MARKETING PRINCIPLES MarketingS.B. Analysis Boots,Report M. Tiggemann, N. Corsini, J. Mattiske 2015, ‘Managing young children's snack food intake. The role of parenting style and feeding strategies’, Appetite, vol. 92, pp. 94-101. Luong, V 2019, ‘Vissan: More Efforts for New Race’, VietnamBusinessForum, April 25, viewed May 24, 2021, Dang, H 2019, ‘Ba Huân giới thiệu sản phẩm xúc xích mới và tung khuyến mãi lớn dịp cuối năm’, VietDaily, October 9, viewed May 27, 2021,

Sieu thi Duc Thanh 2015, ‘Xúc xích Heo Everyday-Hạ Long (10chiếc*25g/250g)’, Sieu thi Duc Thanh, 2015, viewed May 28, 2021, Facebook n.d, ‘Xuc Xich Ponnie’, Facebook, n.d, viewed May 28, 2021,

HaLong Canfoco 2018, ‘Cong ty co phan do hop Ha Long’, Canfoco, 2018, viewed May 28, 2021, Greenway 2018, ‘060611120053LOGO-VISSAN’, Greenwaycreative.vn, May 25, viewed May 28, 2021, Vissan 2014, ‘Sausages Sterilized’, Vissan, 2014, viewed May 27, 2021,

Bach Hoa Xanh n.d, ‘Xúc xích bò tiệt trùng Vissan gói 90g’, Bachhoaxanh, n.d, viewed May 28, 2021,

Nga, N 2019, ‘Vissan: Affirming Vietnamese brand name’, AsmconnectVietnam, May 24, viewed May 25, 2021,

Maddy White 2018, ‘The conscious consumer: Why do so many care about the provenance of products?’, Themanuafacturer, September 28, viewed May 30, 2021,

Thu Van 2021, ‘Research group says fourth COVID-19 wave may not be over until end of June’, Vietnam News, May 26, viewed May 26, 2021,

Bach hoa xanh n.d, ‘Xuc xich heo tiet trung Vissan goi 90g’, Bachhoaxanh, n.d, viewed May 29, 2021,

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MARKETING PRINCIPLES Marketing Analysis Report

Bach hoa xanh n.d, ‘Xuc xich CP gold goi 100g’, Bachhoaxanh, n.d, viewed May 29, 2021,

Bach hoa xanh n.d, ‘Xuc xich thit heo xong khoi nhan pho mai Ponnie hop 12 cay x 45g’, Bachhoaxanh, n.d, viewed May 29, 2021,

Pig333 2018, ‘Vietnam is one the World’s top pork consumption countries and is 2nd in Asia, only after China’, Pig333, May 2, viewed May 30, 2021,

Vissan n.d, ‘Xuc xich tiet trung’, Vissan, n.d, viewed May 26, 2021,

Pham Vinh 2021, ‘Nguoi Viet dang “nuong” hon 5 tieng cho smartphone moi ngay’, Vneconomy, May 15, viewed May 29, 2021,

QUANG, T 2017, ‘Hanger quảng cáo dây nhựa có kẹp thép Vissan’, Sanxuatwobbler, 2017, viewed 31 May 2021, Y Linh 2013, ‘Xuc xich tiet trung: Nguon bo sung nang luong va dinh duong tien loi’, Thanhnien, December 27, viewed May 30, 2021,

Vietnambiz 2020, ‘Bao cao thi truong heo nam 2020’, Vietnambiz, 2020, viewed May 30, 2021,

Cong ty Vissan 2017, ‘Vissan xuc xich tiet trung pho mai’, Cong ty Vissan, January 26, viewed May 29, 2021,

IX/ APPENDICES

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MARKETING PRINCIPLES Marketing Analysis Report Figure 1. Vietnam is one of the world’s top pork consumption countries and is 2nd in Asia, only after China.

Figure 2. Value growth of food products due to coronavirus COVID-19 among urban citizens in Vietnam in 2020

Figure 3. Vissan video TVC (from Youtube)

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Figure 4. Facebook advertisement on Vissan fanpage (from web)

 2015: 25,7%  2015: 25,7%  2016: 24,1%  2016: 24,1% Figure 7% 5. Vissan Brand Share  in 62017: years 22,7%  2017: 22

MARKETING PRINCIPLES Marketing13 Analysis Report

Figure 6. “Gia Dinh Thong Thai (Wise Family)”

Figure 7. Sample

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Figure 8. Point of purchase...