CONTENTS

1. About ACECOOK Vietnam Joint Stock Company.....................................1

2. Analyze the current marketing situation of ACECOOK............................2

2.1. Market analysis........................................................................................2

2.2. Competitive analysis................................................................................4

2.3. Analyze the effectiveness of marketing activities..................................5

2.4. Product situation analysis........................................................................6

2.5. Analysis of distribution situation............................................................7

2.6. Microenvironment and macro environment analysis...........................9

2.6.1. Microenvironment.................................................................................9

2.6.2. Macro environment.............................................................................13

2.7. Opportunity analysis, resource assessment of Vina Acecook................14

2.7.1. SWOT model analysis.........................................................................14

2.7.2. Choosing a strategy from SWOT analysis........................................15

2.7.3. Proposal for the company...................................................................16

3. The team's proposal on marketing goals and plans for Hao Hao noodles
2024.....................................................................................................................18

3.1. Marketing objectives..............................................................................18

3.2. Marketing activity plan.........................................................................19

3.3. Operation program and budget............................................................21

Marketing plan for Hao Hao noodle products of ACECOOK Vietnam Joint Stock
Company

1. About ACECOOK Vietnam Joint Stock Company

Established on 15/12/1993 and officially put into operation in 1995, after many
years of operation, Acecook Vietnam Joint Stock Company has constantly grown to
become the leading synthetic food company in Vietnam with a strong position in the
market, specializes in providing instant products with high quality and nutrition.

With the motto "Symbol of quality", over the years, Acecook Vietnam has
always put the principle of quality, food safety and nutrition on top. All products of the
company are carefully evaluated through each stage from input materials to finished
products to give customers a product of the best quality, fully meeting the energy and
nutritional needs in each diet.

With the goal of becoming a leading food corporation not only in Vietnam but
also reaching out to the world, Acecook Vietnam commits in the future to continue
researching and bringing to the market diversified products with higher quality, tastier,
creating a rich culinary culture to meet the increasing culinary needs of customers and
contribute to the development of the food industry in Vietnam.

Core Values:

Producing and trading safe and high-quality food products that best meet
consumer needs.

Eyesight:

To become the leading food producer in Vietnam with sufficient management

capacity to adapt to the globalization process.

History :

1993 YEAR

15/12 - Establishment of Vifon Acecook Joint Venture Company

 1999 YEAR

Won the title for the first time.

YEAR 2000

Launch of Hao Hao noodles – The company's breakthrough in the instant noodle
market

YEAR 2004

Officially changed its name to Acecook Vietnam Co., Ltd. and relocated the
factory to Tan Binh Industrial Park.

YEAR 2008

- Renamed Acecook Vietnam Joint Stock Company (18/01)

- Full member of the World MAL Association

YEAR 2010

07/07 - Received the First Class Labor Medal

YEAR 2012

Inauguration of the leading modern Ho Chi Minh 2 factory in Southeast Asia

YEAR 2015
 Acecook Vietnam Joint Stock Company has changed its brand identity

2. Analyze the current marketing situation of ACECOOK

2.1. Market analysis

2.1.1. Domestic market

- Market segmentation
Geography: Spread across provinces and cities across the country

Towards big cities and towns

Demographics:

Gender: Both men and women (male customers are 20% higher than women)

Age: Mainly aimed at children 6-15 years old and customers 16-35 years old

Profession: student, student, office worker, worker, housewife

Income: towards middle-income customers (1-3 million/month)

Target customers: Students, children, housewives, office workers

Achievements: The company has 4 branches and more than 700 distribution
agents across the country: Corporation (Ho Chi Minh City), Northern branch (Hung
Yen), Central branch (Da Nang), Southeast branch (Vinh Long)

Build 10 instant noodle factories nationwide: Bac Ninh (1+2), Hung Yen, Da
Nang, Binh Duong (1+2), Ho Chi Minh (1+2), Vinh Long (1+2).

Occupying the highest position in the race for instant noodle market share in our
country continuously for many years.

- International Markets
Vina Acecook with the desire and effort to be a bridge to promote Vietnamese
cuisine to the world, Acecook's products are always of high quality, variety of types,
designs, tastes and prices suitable for many different audiences, loved by consumers
when exporting to more than 40 countries: USA, Canada, UK, France, Germany,
Netherlands, Poland, Switzerland, Sweden, Norway, Czech Republic, Russia,
Australia, New Zealand, Slovakia, South Korea, Singapore, Hong Kong, Taiwan,
Malaysia, South Africa, Brazil, UAE,... "
2.2. Competitive analysis

If in 2010, Acecook accounted for 48.2% market share, more than double Masan
(12%) and Asia Food (11.6%) combined, by 2014, Acecook's market share was only
38.9% while Masan doubled to 24.6%.

The graph below shows that all of Acecook's lost market share has fallen to
Masan, not only that, Masan also took more market share from Asia Food.

Masan's growth comes from 2 low-cost brands, Kokomi and Sagami. In 2010, the
combined market share of these two brands was only 0.9% (then there was no Sagami)
and increased to 13.3% in 2014. Meanwhile, Omachi's market share increased only
slightly from 8.4% to 9.2%.

The biggest names outside the Top3 include Vifon, Saigon Ve Wong, Colusu
Miliket, Thien Huong with a market share of 2-6%.

Last year, the market recorded one more large enterprise entering the industry,
Kinh Do with Dai Family brand. However, Kinh Do does not directly produce but
cooperates with Saigon Ve Wong.
2.3. Analyze the effectiveness of marketing activities

- Product Policy
Vina Acecook's brand name is printed on all product packaging, creating trust for
consumers

The noodle brand "Hao Hao" is printed prominently in two red-white colors, easy
to call, easy to remember, giving consumers a good impression of the product and easy
to visualize the quality of the product.

Product packaging made of plastic material is quite strong, convenient, easy to

store and transport; beautifully designed and outstanding shapes and colors; Product
information is printed clearly and fully to help consumers find out

Product quality: delicious noodle taste, suitable for Vietnamese taste, nutrition in
each package of noodles is guaranteed. Meet quality standards ISO 9001, ISO 14001,
HACCP, IFS

Constantly investing in research to come up with new products suitable for

customers, combining tradition and modernity, creating a unique feature for the
product.

- Price strategy:

The average price is 3500 VND/package => suitable for people with average
income.

Low cost strategy: 95% domestic raw materials; the factory evenly distributes all
3 areas North-Central-South to minimize transportation costs; Over 700 agents
distributed throughout the country

Pricing method: price equivalent to competitors and according to customer

perception

Market firmness strategy: product prices always fluctuate at an average level

compared to competing products

- Distribution policy:

Widely distributed in both direct channels (0-level channel: products are brought
directly to consumers through product introduction stores) and indirect channels
(agents, retailers), mainly indirect distribution channels with more than 700 agents
nationwide

Acecook's distribution strategy is to expand markets, expand dealers, retailers,

gradually increase the quantity and quality of distribution channels

Increase the expansion of operations to the world, focusing on developing

countries with middle income and high population.

- Mixed promotion policy:

Advertising: wide range (newspapers, radio, television,..), highly realistic

content, in accordance with the customs of each region, focusing on maintaining
product image and enhancing product quality to meet consumer expectations

Promotions: some programs: billionaire Hao Hao, Eat Hao Hao won a car, New
Year promotion,... => stimulate customer attention => customers use the product more

Public relations: Building a good image, participating in social activities

(supporting people in floods and natural disasters; giving Tet gifts to poor children,
families in difficult circumstances, families with merit to the revolution,..). Bring
products to participate in international conferences.

Direct selling: Interspersed with product promotion and introduction activities;

Through bringing products to wholesale markets, trade centers; Bringing a relatively
large source of revenue to the company as well as attracting a large number of
consumers

Direct marketing: Online sales; sending product introduction emails; supporting

customer consultation directly via hotline or with customers buying in bulk, wholesale;
Marketing catalog

2.4. Product situation analysis

- Hao Hao noodles

2.5. Analysis of distribution situation

Instant noodles attack almost every distribution channel, from modern

supermarkets to small grocery stores, from urban to rural.

*Hao Hao Noodles has chosen many different forms of distribution channels to
bring products to consumers, but mainly still distribution channels according to the
agent system. Select many wholesalers (tier 1 agents) and the task of this wholesaler is
to distribute to subordinate wholesalers and then to retailers. When customers are in
demand, retailers will coat wholesalers and supply companies in the form of sell-outs.

This distribution channel is described as follows:

Manufacturer => Wholesaler => Retailer => Consumer

Acecook has built a nationwide marketing and distribution system, more than
700 distribution agents spread across the country, each region has a branch office.
Building and strongly developing a distribution system facilitates the company to sell a
lot of goods and earn great profits.

The advantage of this distribution channel is that the investment capital is not
high, suitable for strong and popular brands like Hao Hao.However, there is a
disadvantage that if there is any problem with the product, such as the quality of the
product is problematic, the ability to push the goods down to the distribution levels of
the product will be affected.

In addition to the above distribution channel, Acecook also built another

distribution channel for Hao Hao shrimp noodles.

Manufacturer => Retailer (supermarket) => Consumer

Due to today's general consumption trend of Vietnamese people is getting closer

and closer to modern distribution channels such as supermarkets, buffet stores.
Therefore, Hao Hao has implemented its product distribution strategy through these
retail channels. Products are delivered to consumers only through one retailer.

Specifically, Hao Hao is sold at retail supermarkets such as Big C, Coopmart

supermarket chain, Maximax system ... These supermarkets distribute products
directly to the end consumer, by letting consumers choose their preferred and suitable
items and product lines. This distribution channel is focused on the end consumer,
consuming in small quantities but often.

Hao Hao's distribution channel is mainly to expand the market, expand agents,
gradually increase the quantity and quality of systems.

Some flows in Hao Hao's distribution channel:

- Material flow: Hao Hao products are distributed in 2 types of channels: 0-level
channel and 1-level channel

+ For 0-level channel: According to this channel, the company's products reach
consumers directly from the company's product introduction stores. Product
introduction stores include: sales and commercial service centers, product introduction
stores right at the company and representative branches in Da Nang and Ho Chi Minh
City.
 + For 1-level channel: Hao Hao products are sold at retail supermarkets such as
Big C, Coopmart supermarket chain, Maximax system ... These supermarkets
distribute products directly to the end consumer.

- Flow of transfer of ownership: Along with the direction of the material flow is
the flow of transfer of ownership. According to the division of intermediaries, the
exclusive distribution agent will fall into the category of commission-eating
intermediaries, with no real ownership of the goods but in fact this exclusive agent is
both entitled to discounts and owns the goods.

- Information line: The company will provide information about product

categories, weights as well as sizes, prices, payments, discounts ... for distribution
intermediaries as well as end consumers. The company also receives feedback from
channel members so that it can promote or find and overcome its weaknesses. The
information system is transmitted from one member to the next, such as from Hao Hao
to the wholesaler, or to another non-contiguous member such as the wholesaler to the
end consumer and indirectly through regional or regional supervisors regarding the
new policy, inventory of distributors, list of retail customers.

2.6. Microenvironment and macro environment analysis

2.6.1. Microenvironment
Suppliers: Enterprises that provide businesses with factors related to production
such as machinery, equipment, materials, fuel, labor, finance ... Therefore, businesses
need to have marketing policies to ensure tightening relationships and creating mutual
trust for suppliers.

Intermediaries: Responsible for communicating, selling and distributing Hao

Hao noodle products to consumers.

Distribution intermediaries: in order for Hao Hao noodles to be widely

distributed, it is necessary to have product distribution systems such as supermarkets,
wholesale and retail agents... in which retail is appropriate and the largest quantity
helps introduce Hao Hao noodles to consumers effectively.
 The organization provides services including: research, advertising, consulting.
In which, advertising is the strongest because Hao Hao noodles are the product with
the most substitutes.

Customer: The object that determines the existence of Hao Hao noodles.
Therefore, Acecook Vietnam always focuses on "satisfying" them through advertising,
promotions, social activities (such as sponsoring programs, charity,...) attracting more
and more consumers.

Competitors: Unofficial statistics in 2009 show that in Vietnam, there are more
than 50 enterprises producing instant noodles, the output reaches about 5 billion
packages / year, the average growth rate is 15%-20%. In the eyes of foreign investors,
Vietnam is a very attractive and potential market. Therefore, Hao Hao Noodles is
competing with many competitors to gain market share in the instant noodle market.

Hao Hao Noodles' competitors can be ranked into the following 3 groups (based
on price):

Noodles of low-grade price (2,000 VND - 2,500 VND): Low-priced instant

noodles are being sold quite well, especially in rural markets. The Food Industry
Company (Vifon) is one example. Although Vifon noodle products are gradually
forgotten in the market, it is still a fierce competitor for Hao Hao noodles.

Strengths: VIFON has been present in the market for the past 45 years and has
developed strongly in the domestic and export markets. cheap price, only 2000d/pack,
Vifon noodles. With the slogan "Delicious taste – Reaching out to the world", Vifon
brand always accompanies consumers, with a long-standing reputation.

Weaknesses: packaging, quality are not regularly improved, do not meet the
needs of fastidious customers.

Vifon has built its strength from the oldest brand in Vietnam. Vina Acecook
emphasizes the quality factor guaranteed by Japanese technology.

Mid-price segment (2,500 VND - 3,500 VND): Tien King Noodles: A product of
Massan company.

Strengths: Although Tien King noodles have been on the market for a long time,
with the tactic of hitting consumers' psychology that is to be tested noodles without
using E102 color with the message

"Choice for health" plus a dense product distribution system, aggressive

advertising, and at the same price as Hao Hao noodles, although the product is not as
diverse as Hao Hao noodles, Tien King noodles are gradually dominating the noodle
market and it is really a strong competitor to Hao Hao noodles.

Weaknesses: Many customers are not satisfied with the name of the noodles as
"Tien King" because the name does not sound suitable for the mid-price noodle
segment, and it is almost similar to "Palace" noodles.

It is the technique of fresh yellow noodles that do not darken, do not color E102
that makes customers confused. Hit Hao Hao noodles, which have dark gold threads.
Products are not diverse, there are not many flavors for customers to choose from
 (Tien King of minced cabbage noodles, Tien King of tiger shrimp noodles
cooked sour).

Competitors with high price segment: The high price segment is gradually
occupying an important position in the entire cake of the instant noodle market.

Strengths: When Massan launched the Omachi product line, it was a

breakthrough in instant noodle technology. Choosing a high-priced segment and
conveying a very practical message of "not afraid of heat" is an excellent strategic
choice for Massan.Omachi's message hits consumers' expectations and expresses in a
clear, simple, receptive "no fear of heat" language. On the other hand, Omachi invests
a lot in advertising, beautiful packaging, diverse products, dense distribution channels
in stores, supermarkets ... So although the price of Omachi is higher than the price of
Hao Hao noodles, when it first launched the product, Omachi gained a large number of
customers.

Disadvantages: Omachi noodles are more expensive than Hao Hao, the market is
not as open as Hao Hao noodles (rural areas and students are not Omachi's target
customers). Omachi's "not afraid of heat" promotion tactic was almost only trusted by
customers at first because many customers commented that eating omachi noodles was
still hot, and did not trust Omachi anymore. Omachi noodles are not chewy, wrapped
in spices.

=Immediately after the Omachi message, Hao Hao launched Hao Hao green
beans with green bean essence, nutritious and not afraid of heat.

The public: The public can either support or oppose a firm's efforts to serve the
market. The active public is the group that cares about the business with a goodwill
attitude. The search public is a group of businesses that are looking for their interest
but don't always find it. The unwanted public is the group where businesses try to get
their attention, but are forced to notice them if they show up.
2.6.2. Macro environment
Economy: Currently, people's incomes are increasing, time is limited, most
people are busy, do not have much time to cook. Therefore, instant noodles naturally
become the optimal choice because of the cheap price and convenience. People can
use Hao Hao noodles anywhere and the preliminary processing time is also quite fast,
after only 3 minutes, you have a bowl of delicious and nutritious noodles. In addition,
another trend is that the distribution of income is highly divergent among the
population is also an issue that marketers need to pay attention to. It is this
diversification that diversifies the needs and desires of consumers and creates many
distinct segments in the market.

Population: Economic shifts: An increase in population size in some countries,

some areas due to migration. This migration trend is due to open immigration policies
or to developed economic conditions in some countries. This has led to an increase in
consumers for instant products such as instant noodles...

Change in family structure: A major trend of change today is the increasing

number of young people who are single, living independently from their families. Or
couples tend to have fewer children. Therefore, instant products become the preferred
choice because of its convenience and speed

A population structure with a higher level of culture: due to the enhancement of

economic, cultural and educational life. In addition, due to the development of
technology in production and business activities, leading to an increase in the number
of white-shirted workers in the labor structure of society. This change creates higher
consumer demand in the market.

Technology: Science and technology advances impact the market in many

aspects. The application of new technology helps businesses create new products and
increase competitiveness in the market. Technological development depends heavily
on investment in research and development. It has been found that between research
costs, profitability development is closely interrelated. Enterprises that invest in
research and development are also more likely to make profits.

Culture: The culture of each region is different, so in order to reach and conquer
a market, marketers must understand the unique culture of that place to produce
suitable products in terms of product convenience, nutritional value of products,
design,..., meet that Acecook offers many product lines to meet the taste of each
person

For example: Northerners tend to use simple noodles about the taste of Hao
Hao to give birth: Hao Hao green beans. Southerners like to have a lot of spices, bold
 Hao Hao was born: Hao Hao sour, onion satay, Hao Hao chicken flavor ... Those
who like to eat dry have Hao Hao dry stir-fried noodles.

2.7. Opportunity analysis, resource assessment of Vina Acecook

2.7.1. SWOT model analysis

Strengths Weakness

1. It is a long-term reputable brand. 1. The promotions are not yet

2. Product diversification, there are diverse.
differences between products, there is 2. The product is no different
a combination of traditional and from the market as a whole.
modern.
3. Modern technology, advanced
production lines.
4. Convenient products, international
quality, trusted for many years.
5. The sour and spicy taste is suitable for
Vietnamese culinary culture.
6. The distribution system is wide and
evenly distributed throughout the
country.
7. There are many recurring sponsorship
activities.
8. Reasonable price

Chance Challenge

1. Consumers tend to choose foods that 1. There are many competitors

are less time-consuming to prepare. in the same industry.
2. Fast-moving consumer products are 2. The level of loyalty to the
 growing. product is not high.
3. Sourced from parent company coonng 3. The price of feed is
in Japan. increasing.
4. The development of science and 4. The issue of ready-to-eat
technology. foods, not transfats, is a
5. Received technology transfer from the concern.
company in Japan. 5. Many people think that
6. The political situation in Vietnam is eating noodles is very hot
stable.
7. Products are exported

2.7.2. Choosing a strategy from SWOT analysis

Hao Hao positions its products for the younger customer segment – those who
have busy jobs and do not have time to prepare daily meals. The team researched the
clothes that Hao Hao made to evaluate whether the marketing strategy that Acecook
Vietnam has set out for Hao Hao products is suitable and has been well received by
customers. Thereby showing the level of success in the company's marketing strategy.

About product strategy: The company launches on the market many different
flavors such as: Spicy and sour shrimp, onion satay, chicken, shiitake mushroom
chicken, dried fried noodles, mushrooms. However, the number of respondents said
that only regular flavors of spicy and sour shrimp and dry fried noodles, the rest of the
flavors are rarely used by consumers. Thereby showing that the company's product
strategy on noodle flavor has not been really successful. Consumers need products that
suit their tastes, not rely on well-known brands and offer a range of different flavors
that they must use. Therefore, the company should research carefully before launching
instant noodle products with suitable flavors to hope to be used by customers in large
quantities.

About distribution strategy: Acecook has built a wide and very successful
distribution channel system. Through the survey, the majority of consumers buy Hao
Hao noodles at grocery stores and supermarkets, the group of customers are students
who rarely go to the market, so it is reasonable to buy products at the market
accounting for less in the market share. Hao Hao's distribution performs quite well,
rarely runs out of stock. Therefore, it can be said that the company's distribution
strategy is very strict, but at groceries due to the demand of people in the area, they
only like to use familiar flavors, so some flavors such as Shiitake Chicken, Chicken
are not sold much.

About marketing strategy: Hao Hao only focuses on advertising on TV, but
according to the survey, consumers think that this ad is not really attractive compared
to other blind brands. As for promotions, customers think they are not attractive and
diverse. Therefore, the company should have more interesting advertising strategies to
attract more customers.

For PR activities, although Hao Hao also supports many programs such as:
Supporting people in Central Vietnam, supporting the green summer campaign.. But
according to the survey, the majority of customers are unaware of these programs.
Although Hao Hao has contributed a lot to social activities, they have not done well in
promoting their brand image through those activities. Therefore, besides supporting
social activities, Hao Hao also needs to pay attention to promoting the brand to
consumers to strengthen trust and leave sympathy for customers.

Thus, Hao Hao implements a fairly methodical marketing strategy but the
efficiency is not high, so Hao Hao should focus on qualitatively developing his
strategy to make a good impression in the hearts of consumers.

2.7.3. Proposal for the company

Recommendations for product strategy

Quality: Consumer awareness is increasing. In the past, when buying a product,

they only cared about whether the product met their basic needs such as quality and
price. Today's consumers demand that products meet health needs. Instant noodles are
no exception. Therefore, we need to come up with healthy products, products made
from natural materials such as vegetables, tubers, fruits .. and does not cause toxic, hot
heat in the person. In addition, the company needs to focus on producing safe products
such as the color of the noodles is not too dark to avoid customers thinking that the
company uses frying oil again and again, ingredients have clear origin and ensure
hygiene standards in the product production process. The company should invite
experts to evaluate the product so that the product is increased in quality and good for
consumers' health. In addition to producing healthy products, the company also needs
to keep in mind that the product quality must be uniform and stable.

Packaging: The appearance of the product will be shown through the product
packaging. This is also a factor that impacts consumers' purchasing decisions. Between
two products of similar quality, but if the product has more eye-catching packaging,
consumers will choose to buy. Another disadvantage is that although Hao Hao's
packaging is good, when used, it is very difficult to tear, having to use knives or
scissors, but rarely open by hand. Therefore, the company should change the
packaging material, change to using paper packaging. Using this packaging is
inexpensive, easy to tear, convenient during use and environmentally friendly because
paper material decomposes faster. Besides, it is necessary to decorate the packaging
more clearly and eye-catching.

Recommendations for distribution strategies

Distribution channel is one of the important factors to help products get closer to
consumers, increase product awareness for consumers and also contribute to
increasing the company's sales volume.

In general, Hao Hao's distribution channel is wide from markets, groceries,

supermarkets. But mainly distribution under the dealer system (wholesale). And the
task of these wholesalers is to distribute to subordinate wholesalers and then to retail
stores. With such a distribution, consumers can easily access the product, convenient
for using the product. However, this is an obstacle with the manufacturer. The
company will have less contact with customers. Therefore, the company needs to
regularly assign marketing staff to agents, stores, supermarkets more to have
conditions to interact with customers.

Increase the company's discount to dealers: Consumers are also affected by

sight, when the product packaging is beautiful, the display in each store is very eye-
catching, it is easy to stimulate the buying behavior of customers. The company needs
to encourage dealers, grocers, and stores to display its products, especially at markets
where many people pass by every day. The company will design display shelves, small
size to make it easy for store owners to move and also suitable for the size of the store.
The company will donate display shelves to store owners and will pay monthly display
fees to store owners. Doing so is both convenient for stores that are easy to sell
products and helps the company introduce products.

3. The team's proposal on marketing goals and plans for Hao Hao noodles 2024

3.1. Marketing objectives

Improve market share of instant noodle products, maintain ACECOOK's leading

position in the instant noodle market in Vietnam.

Maintain the position of Hao Hao's spearhead product in the affordable market
segment

Build a Hao Hao brand by creating a habit of using Hao Hao noodles in daily
meals.

Product development:

Current Products :

+ Improve product quality

+ Diversify product lines with many new flavors
Product Price :
+ Keep the current price and stable in 2024
+ The price is suitable for target customers
Distribution channel :
- Maintain programs that support existing distribution channels
+ Supermarket channel: continue to rent display shelves in supermarkets
+ Traditional channel: implement distribution channel support programs such as
increasing discounts
- Market expansion as well as distribution channels:
+ Small urban areas, remote areas
+ Organize promotional and marketing activities with local distributors
+ Expand promotion to direct consumption channels such as industrial parks,
schools, ... reduction of the intermediate channel .
Promotional activities :
 - Continue to maintain and develop Hao Hao's existing product line with existing
flavors, focusing on the ability to meet the needs of customers.
- Stimulate customers to use the product, create a foundation to develop more
new products next.
3.2. Marketing activity plan

Advertising activities:

Remind the current Hao Hao product line:

Purpose: to remind and reinforce customers' trust in the company's products

Content: TVC focuses on demonstrating the quality of raw materials, the secret
of creating products, taste, attraction, attractiveness and emphasizing healthy factors.

Broadcast time at channels with high viewer frequency, high broadcast frequency
and continuous.

Hao Hao is a very popular brand with all Vietnamese people, this is a great
advantage, so the advertisements should aim to evoke the familiarity and closeness of
Hao Hao to consumers. Consumers also tend to choose things they have used and feel
familiar with. The advertisement dated 21/11/2015 is the latest advertisement that has
also conveyed the attachment and closeness of Hao Hao to people in all parts of the
country.

Proposed advertising plan for 2024: Hao Hao can make an advertisement about
the growth over the years of a person, from childhood to student, then become a
successful person and in old age, the image of Hao Hao instant noodles appears
through scenes of becoming a friend, a companion in a person's life journey. Although
Hao Hao is only 16 years old, the advertisement as a commitment of Hao Hao has
always been attached to consumers throughout his life.

Advertising and media media: TV channels with a lot of viewers (vtv, htv, vctv
...) show in the time frame with high viewership rates such as before, during, after
news reports, movies, game shows,... mornings, noons, afternoons, evenings.

Advertising on banners in public places, leaflets, magazines has a high number of

readers, buyers.
 Distributing and selling products at supermarkets and retailers such as BigC,
Metro, Fivimart,... in eye-catching, attractive areas, combined with the presentation of
advertisements on TV, large screens of supermarkets.

Community activities:

Carry out community-oriented activities to get closer to consumers

Donate gifts to flood relief programs in central Vietnam

Sponsor to build charity houses for poor people in localities throughout the
country.

Participate in programs to support workers in industrial parks and export

processing zones in Ho Chi Minh City, Hanoi,...

Promotion:

Stimulate consumers to use the product:

Purpose: to increase revenue, stimulate consumers, and support advertising

activities that strengthen customer trust.

Content: Include gifts when buying 1 box of perfect noodles: for example: glass
bowl, food container, stainless steel pot,...

Come with discount coupon when buying perfect noodle products

In each box of Hao Hao is promoted 2 packages of Hao Hao of different types.

Open a big promotion in 2 months 9, 10 through codes in each package of

noodles. Buyers can message, or visit the homepage of Acecook to enter the code they
have.

Awards include:

- First prize: 20 trips to Tokyo Japan 4 days 3 nights for 2 people.

- Second prize: 50 units of iPhone 6s 32g.
- Third prize: 100 greyser ecotar nano water filter bottles.
- Consolation prize: 10000 phone cards with a face value of VND 100,000.
3.3. Operation program and budget

Promotional activities: Advertise for the campaign "Hao Hao companion on

every journey" in the month of 9-10

Filming and completing the advertisement in August: cost 350,000,000 VND

(excluding the cost of developing ideas/scripts, actors).

TV advertising: channels VTV3, HTV7

Choice of screening time slots: (play ads 1 time).

- VTV3: D2,D10, C2, C8.1,C9.1, C9.6, C10, C11,C12,C13, C14, C15, C16.
 Cost for 2 months: 4.740.000.000VietnamD.
- HTV7: 7A4-G, 7A5W-S, 7A10P, 7A11P, 7AB1W5.
 Cost for 2 months: 108.000.000VietnamD.
- Leaflet distribution: quantity of 1,000,000 sheets in the inner city of Hanoi, Ho
Chi Minh City.
 Cost: 130VietnamD*1,000,000= 130,000,000VietnamD.
- Newspapers and magazines:
Tien Phong newspaper: 1/2 horizontal page: 20,000,000VietnamD.

Tuoi Tre Newspaper: 1/2 page: 33,000,000VietnamD.

Hoa Hoc Pu Newspaper: 1/2 page right horizontal: 12,000,000VietnamD.

Health and Life Newspaper: 1/2 page right: 850,000VietnamD.

- Distribution in supermarket system:

BigC.

Metro.

Fivimart.

Vinmart.

Community activities:

+ Donate 8000 boxes of Hao Hao noodles in September to people in the central
and southern regions suffering from drought (worth about 800,000,000 VND).
 + Donate 5000 boxes of Hao Hao noodles in October to people in remote areas
(worth about 500,000,000 VND).

+ Cooperate with Social Organization in September 100,000,000VietnamD to

support poor children to go to school.

Promotions:

Major promotion starts from 1/9/2024- 31/5/2024

The total prize value of 20 two-person tours, 50 Iphone 6s, 100 water filter
bottles and 100000 phone cards is about 12,750,000,000Vietnam.

The total estimated budget for Marketing activities in 9-10 months is about:
20,393,000,000 VND (excluding costs in distributing goods at supermarkets and other
costs incurred in activities).