2.

4 Customer analysis (Customer segmentation and consumer trend)

These day, consumers have a higher demand for using high quality food products. (Minh
Phuong 2019)
According to Mr. Nguyen Huy Hoang, Commercial Director of Kantar Worldpanel Vietnam,
consumer trend in the coming time will focus on organic products, nutritious products, fruits
and fast consumption.
Recently, Vingroup has also been very quick to take advantage of the increasing fear of the
public about plant protection drugs used in vegetable growing to launch the brand Vineco clean
vegetables.
Vineco's target customers are middle-income families in big cities, interested in food hygiene
and safety, especially vegetables, indispensable foods in each meal. (Tomorrow Marketers
Academy 2016)

Tomorrow Marketers Academy, 2016, ‘CHIẾN LƯỢC ĐÁNH VÀO NỖI SỢ HÃI CỦA NGƯỜI TIÊU
DÙNG- NÊN HAY KHÔNG NÊN?’, viewed 16 October 2020, from
https://www.facebook.com/TomorrowMarketers/posts/470181876506684/
Minh Phuong, 2019, ‘Xu hướng tiêu dùng: Sản phẩm nông sản sạch’, viewed 16 October 2020,
from http://daidoanket.vn/xu-huong-tieu-dung-san-pham-nong-san-sach-452782.html

Thuyết trình

In 2007, when consumers were worried because soy sauces of many brands were found to
contain 3-MCPD, suddenly, Masan's Tam Thai Tu soy sauce was born, with the slogan "does not
contain 3-MCPD” and announced to award 1 billion VND to anyone who found this poison in
their products. Before 2007, Masan's revenue reached 500 billion, nothing outstanding in the
market. Thanks to the marketing strategy against this fear, consumers rushed to buy Tam
Prince and after only 1 year, Masan Food's revenue increased nearly four times, reaching more
than 1,900 billion VND and accounting for nearly 80% market share of Vietnamese soy sauce.