The document discusses instant noodles and some health concerns related to their consumption. It notes that sodium is a major additive in instant noodles which can lead to high blood pressure, heart disease, and other health issues. The oils used to fry noodles can become toxic if not properly managed during production. Noodles also contain large amounts of sweeteners and artificial flavors made through chemical processes. The World Health Organization estimates that 1-2% of the world's population is allergic to common sweeteners and flavors used, which can cause burning, chest tightness, facial redness, muscle aches or headaches.

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Mai Văn Hiển
INDIVIDUAL GRADUATION ASSIGNMENT
YOUNG MARKETERS ELITE 3

2. Vietnam is a country where instant noodles
are popular in a range of recipes and as a
simple snack
Japanese firm Vina Acecook is the runaway
market leader with a 65 percent share.
Locally-owned Asia Food with brands like
Gau Do, Hello, Vifood, Hao Hang, Osami and
Trung Vang is second with a 20 percent share
Size Strategy Message
80%
Focus on hot - sour taste
with emotional benefit
Japanese quality for
tasty meals
17% Focus on Promotion
Provide more
nutritional value
In the middle price segment, Hao Hao and 3 Mien Gold are two brands which
dominates the market
Many bands have tried to jump in in the midle-price segment with hot - sour taste
but not successful

3. Business Objective:
- Launching a new instant noodle in 07/2017
- Become a direct competitor of Hao Hao in the middle price segment of instant noodles
- 34.7 million packs per month in first year, increase to 50 – 60 million packs in next year
How: Converting customers who are consuming Hao Hao’ sour - hot instant noodles
into new brand
By: Focusing on need in which Hao Hao’ sour – hot instant noodles are not met

4. According to Vietnam National Nutrition
Institute Research in 2015 . After eating the
instant noodle with sour - hot favour,
ourbody temperature can rise, which is
seriously affect to our health, especially in
the evening
70% of respondents answered that they
prefer eat hot - sour instant noodles
There are three main reasons
why they are continue to eat
sour - hot instant noodles
despite knowing about it’s bad
affect to their health.
- Don’t have enough time to
prepare food .
- Don’t have money to buy
healthy instant noodle like
omachi or cung dinh
- Familar with hot - sour taste,
hard to change
Need an Instant noodle
Which not only have hot -
sour taste but also not
make bad affect to health

5. +Sub Urban & Rural
+ Class: CD +
+ Eating Hao Hao’s sour - hot instant
noodles more than 2 times / week,
+ Driven by Price
+ Like the sour - hot taste

6. HOW NEW BRAND TAP INTO TARGET CONSUMER’S DEMAND SPACE
POSITIONING: hot – sour instant noodle which is not make bad affect to health
WHERE
In the office, home, school, cvs …
WHEN
Feeling hungry
WHY:
Do not want to prepare meals, no
money / time to eat outside
WHAT
Hot – sour instant noodle which is
tasty to eat but not make me
concern about health
Insight:
I find difficult to give up my favorite hot – sour instant noodle despite knowing it's not good for my health, I want a solution so
that I can continue to eat it at an acceptable price without worring about health issues.
provide to Whom what Need the Uniqueness by RTB
+ Hao Hao’ consumer who like hot
– sour instant noodle
+ Class: CD +
+ Living in Sub Urban & Rural
+ Concern about health
A hot – sour instant noodle at
a acceptable price without
make bad affect to health
hot – sour instant noodle which is not
make bad affect to health
hot – sour favour are made from
soup packets, not from pasta noodle
(Vị chua cay được làm từ nước sốt
đi kèm chứ không phải làm trực tiếp
trong sợi mỳ)

7. 6. Bing a healthy life
witthout abandon
favorite flavor 7. hot – sour favour are made
from soup packets, not
from pasta noodle
5. Bring hot – sour favour in
instant noodle in a mor
heathier way
8. Instant noodle which
have hot – sour favour
made from
soup packets, not from
pasta noodle
4. I find difficult to give up
my favorite hot – sour
instant noodle despite
knowing it's not good for my
health, I want a solution so
that I can continue to eat it
at an acceptable price
without worring about health
issues.
can bring to me the feeling
of euphoria and take me out
of stree and fatigue every
day
2. The only instant noodle
that have hot – sour favour
made from soup packets,
not from pasta noodle
1. Soup packet could in every instant noodle could bring the same taste when eating
like pasta noodle without making bad affect to health
3.
+ Like hot – sour instant
noodle
+ Class: CD +
+ Living in Sub Urban & Rural
+ Concern about health
Enjoy favorite favour in instant noodle in
a more healthier way

8. Product: Instant noodle which has hot – sour favour made from
soup packets, not from pasta noodle
Price: Cheaper 500đ than Hao Hao‘ price to recruite new user
who are using Hao Hao instant noodles
Place: 90% GT, 10 % MT
Promotion: Cooperating with Women Union in the districts, villages
Packching: Using orgran is the main colour, which mean
Hao Hao : red – Too hot –sour, bad effect
Proposition: Enjoy favorite favour in a more healthier way

9. 24 trong số 136 chất phụ gia có trong Tiêu chuẩn Codex khi sản xuất mì ăn liền là muối (natri), và việc sử dụng các chất phụ gia natri là lý do
chính tại sao mì ăn liền có hàm lượng muối khá cao, dễ dẫn đến bệnh tăng huyết áp, bệnh tim, đột quị, tổn thương thận và các vấn đề sức
khỏe khác.
Một trong những mối quan tâm lớn của các nhà khoa học đối với mì ăn liền là dầu dùng để chiên mì có thể bị biến tính
nếu không được quản lý đúng cách trong quá trình sản xuất - mà cụ thể là không được nhà sản xuất duy trì ở nhiệt độ thích hợp hoặc không
được thay đổi thường xuyên.
Bên cạnh đó, sợi mì thường một lượng lớn bột ngọt và hương liệu tạo mùi. Hương liệu này điều chế bằng phương pháp hóa học để cho ra
mùi bò, gà, tôm, chua cay ...
Theo Tổ chức Y tế thế giới (WHO), khoảng 1 đến 2% dân số thế giới bị dị ứng với bột ngọt và chất tạo mùi, biểu hiện bằng cảm giác bỏng rát,
tức ngực, đỏ bừng mặt hoặc đau cơ và nhức đầu.
Dịch từ bài đăng của Bệnh viện Máu và Tim mạch Baylor Mỹ đăng
tải trên tạp chí Dinh dưỡng (The Journal of Nutrition) - 2015

10. Sign