I.

INTRODUCTION
1.1. Overview of Kinh Do company

Kinh Do Joint Stock Company, established in

1993 by CEOs Tran Kim Thanh and Tran Le
Nguyen, has become a leading manufacturer
and trader of snacks in Vietnam, with main
products including cakes, confectionery and
ice cream. Currently, Kinh Do is one of the
private companies with the highest profits
among companies listed on the stock market
in Vietnam.

Kinh Do Company is currently the leading confectionery

manufacturing and processing company in the Vietnamese
market with 7 consecutive years of being voted by consumers as
High Quality Vietnamese Goods. Kinh Do’s distribution system
spreads across 64 provinces and cities with 150 distributors and
over 40,000 retail points. Kinh Do’s products have been exported
to markets around the world such as the US, Europe, Australia,
the Middle East, Singapore, and Taiwan, with export turnover
striving to reach 10 million USD in 2003.

1.2. History & Development.

a. History
Kinh Do Company was established in 1993. Initially, it
started as a small snack production workshop located in
Phú Lâm, District 6, Ho Chi Minh City. The company
began with an investment of 1.4 billion VND and
employed about 70 workers. At that time, the company
focused on the production and business of snack
products, which were a new product for d omestic
consumers.

b. Development

The years 1993 and 1994 marked significant milestones in the company’s growth, with
successful ventures into the production and sales of snack cakes. For over two decades, the
company led the market in various product categories including confectioneries, cakes, bread,
and ice cream under the Kinh Do brand. In 2010, Kinh Do merged Kinh Do Northern Food
Processing Company (NKD) and Ki Do Company into Kinh Do Joint Stock Company
(KDC). Kinh Do’s orientation is to expand the scale of the food industry through mergers with
the ambition to become a leading food corporation not only in Vietnam but also in the Southeast
Asia.
With the development orientation to become a multi-industry corporation, Kinh Do also
expands into many other fields such as real estate business investment, finance and retail
system development. Accordingly, the fields have a correlation and support each other. The
parent company plays the role of specializing in financial investment, the subsidiaries operate
in each field with specific industries according to the general development direction of the
Group.

1.3. Achievements
Kinh Đô Corporation, a leading name in Vietnam's food
industry, has achieved significant milestones that
highlight its market leadership and commitment to
quality. Notably, it has been recognized among the “Top
10 Famous Brands in Vietnam” and featured in the “Top
500 Largest Enterprises” in the country, emphasizing its
robust market presence and financial strength. The
company has also won the “Gold Cup for Safe and
Hygienic Food Brand”, underscoring its dedication to
food safety and quality. Additionally, Kinh Do has been awarded the Labor Medal twice by the
state, has been voted by consumers as a high quality Vietnamese product for many years and
is also the only brand to be voted as a National brand 4 times…

1.4. The products of Kinh Do

Kinh Do Corporation offers a diverse range of
products that cater to various consumer
preferences and dietary needs such as:
Cookies, Snacks, AFC – Cozy Cracker Cakes,
Chocolate Candy, Hard and Soft Candies,
Salty and Sweet Breads, Sponge Cakes, Cream
Cakes, Kido’s ice cream, Kinh Do mooncake,
chocolate,…

1.5. About Kinh Do Mooncakes.

In 1998, Kinh Do officially entered the market with moon
cakes and the traditional Kinh Do mooncakes were born. In
2014, Kinh Do Mooncake is the market leader with over 76%
market share. With nearly 30 years of experience in
producing moon cakes and dedicated to serving consumers,
Kinh Do mooncakes have become a brand loved and trusted
by many Vietnamese consumers to enjoy with their families
as well as meaningful gifts for relatives and partners. Kinh
Do mooncake brand has gone into the childhood memories
of many generations, becoming an important part of each
Mid-Autumn festival. In order to become successful as of today , Kinh Do has invested heavily
in implementing marketing strategies.

In order to become successful as of today , Kinh Do has invested heavily in implementing

marketing strategies.