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MMaacchhiinnee TTrraannsslalatteedd bbyy GGooooggllee INTRODUCE
According to Datamonitor Healthcare, the packaged and canned food market in Vietnam has
stable growth with an average rate of 12.9%/year. This growth is due to
increasing daily spending of Vietnamese consumers (NTD) as well as
coverage, reaching over 90% of households in both urban and rural areas. General
The Bureau of Statistics reports that more than 200 million liters of fish sauce are consumed annually in
Vietnam market, reaching a total revenue of about 7,200 - 7,500 billion VND.
Industrial fish sauce accounts for 70% of output, while traditional fish sauce accounts for
The remaining 30%. Currently, the fish sauce market shows great potential, with nearly 100%
of Vietnamese households for direct use or in cooking.
According to a survey conducted by Market Research Company Nielsen Vietnam,
sauces account for about 20% of the output of the food industry in Vietnam, with
The average annual growth rate is 23%, in which fish sauce is the most competitive item
product. Traditional fish sauce made from fish and salt has been produced along the coast
communities in Vietnam for thousands of years. Traditional fermentation methods
practicing in fish sauce craft villages such as Phu Quoc (Kien Giang), Phan Thiet (Binh Thuan)
has been around for at least 200 years. However, in 2007, Masan Group introduced Chinsu and
Nam Ngu fish sauce products quickly dominate the Vietnamese fish sauce market. From
The industrial fish sauce market has made rapid development steps and is trusted by customers
Vietnamese consumers. (Nielsen Vietnam, 2018)
The development of the industrial fish sauce market has attracted a large number of consumers
Companies compete for market share and gain lucrative opportunities. In 2002, Unilever
Started with Knorr fish sauce brand but quickly failed due to
price. Two years later, Hong Phu Food Company introduced two brands of Kabin and Thai
Long, go to the market. In early 2010, Acecook, a large company in the food industry, launched into the market
De Nhat fish sauce brand. April 2016, Nguyen Duy Hung, President of Saigon
Securities company (SSI) decided to enter this promising market with traditional fish
Sauce brand. In July 2018, Nestlé Vietnam introduced Maggi fish sauce, officially entering the Maggi fish sauce market. industrial fish sauce "war" first
MMaacchhiinnee TTrraannsslalatteedd bbyy GGooooggllee
So, in such a highly competitive market with countless competitors, how can Uniben
increase market share and approach potential customers for 3 Mien Fish Sauce? Support
Uniben and the Brand Manager of 3 Mien Fish Sauce in this effort, I have
proposed and implemented a marketing plan for the third quarter of 2023 during my time
internship, detailed in this report 1. UNIBEN OVERVIEW 1.1 History of Uniben
Established on June 1, 1992 with the name Viet Hung Food Industry Company Limited, Uniben
changed its name to Uniben Joint Stock Company on September 27, 2014. Since its
establishment, the company has made significant strides in the food industry, especially with
the main product being 3 Mien instant noodles. During the past 30 years, Uniben has emerged
as a prominent player, boasting two distinct brands: "3 Domains", catering to domestic market
and "Reeva" aims at the high-end segment for international integration. "3 Domains" has
enjoyed considerable success since its introduction in 2004, reinforcing position as the leading
brand in the instant noodle industry in Vietnam. This product line has has received the trust and
favor of Vietnamese households, bringing millions high quality noodle package. Currently, "3
Mien" is the main brand of instant noodles powered by Uniben, showcasing a wide range of
products, including the popular "3 Domains Gold” with delicious flavors like spicy shrimp,
braised beef with. Thai herbs and spicy shrimp. Expanding beyond the instant noodle market,
Uniben ventured with innovative product. The product lines represent the quintessence of
Vietnamese cuisine. Notable examples include products such as pho, fish sauce, seasoning
powder, representing the brand of is committed to introducing new services and catering to evolving consumer preferences.
Uniben's "3 Mien" fish sauce is well received by the market. Handmade Fish sauce is extracted
from pure fish sauce with a golden brown color, mild and pleasant aroma.
bring convenience for cooking, dipping and seasoning. This versatile sauce serves for
diverse tastes of consumers across the country. Modern housewives appreciate responsiveness
their need for both palatability and convenience, serving as a dip and flavor enhancer, 2 MMa a cc h hin nee
Streamline the cooking process while preserving the traditional
flavors associated with the family meal.
In addition to “3 Domains”, Uniben's product portfolio includes the high-end segment,
notably "Reeva" noodles. Introduced more than a decade ago, "Reeva" noodles
has received wide acclaim from domestic consumers and has successfully implemented
penetrate into more than 16 countries worldwide, including strict markets with rigorous
standards of quality and food safety such as Europe, the United States, Japan, South Korea.
In 2019, taking advantage of its outstanding position in the instant noodle industry, Uniben has
penetrate into the beverage market, always impressing consumers with innovations
offerings. This range includes Boncha honey tea, Joco juice and Abben energy drink.
What sets Uniben drinks apart is their pioneering use of enhanced, natural ingredients
with vitamins and minerals, ensuring both deliciousness and health promotion for consumers.
Whether it is famous brands like "3 Domain", "Reeva" or more recent
additions such as Boncha, Joco and Abben, Uniben remains committed to innovation and
make a distinctive mark in the industry. 3 MMa a cc h hin nee
Picture 1: Banner celebrating Uniben 30 years Source: Uniben 4 Uniben . Joint Stock Company
15 Floor, Sailing Tower, 111A Pasteur, Ben Nghe Ward, Headquarters District 1, Ho Chi Minh City. CREDIT 028-37125697 01/06/1992 operation day The Legal Mr. Vu Tien Dung Representative Phone 1800 6877 Email Website https://unibenfoods.com/ Logo
Table 1: Business information of Uniben 1.2.
Vision, Mission and Core Values
Uniben is committed to the comprehensive development of the business and the welfare of
community, meet the needs of consumers delicious, nutritious, creative
products. Uniben leverages its core values to gradually transform the company into a
Multi-Brand, Multi-Product, National Food Company, promoting sustainable development
to ensure value for customers, employees, partners and contribute to the advancement of society. 1.2.1Vision
Become a National Multi-Brand, Multi-Product, Food Company
MMaacchhiinnee TTrraannsslalatteedd bbyy GGooooggllee
Over the past 30 years of establishment and development, Uniben has built for itself
is a leading enterprise in the FMCG industry, making a strong impression with famous brands
and as prestigious as 3 Mien, REEVA. Building on this success,
Uniben aims to diversify its product portfolio and widen its brand range to become a
National Multi-Brand, Multi-Product and Food Company, providing high quality products for
both domestic and international consumers. 1.2.2 Missions
Innovating for the benefit of the whole community
Uniben constantly strives to satisfy the needs of consumers by providing high quality,
convenient, delicious and nutritious products that still ensure a balance between price and
quality. At the same time, Uniben implements a sustainable development strategy to ensure value
for employees, partners, shareholders and contribute to the development of society. 1.2.3 Core Values Uniben's 5 Core Values
Customer-centric: Customers are always the first priority. Uniben is very attentive and
Actively listen to understand customer needs. The company strives to provide the
The best solution with the highest sense of responsibility, giving customers the best products
and services that ensure the optimal balance between quality and
price according to their needs. request.
Collaboration: Collaboration is how companies work together. Uniben encourages
cooperate, value the opinions and contributions of everyone involved, respect
differentiate and work together to make timely, relevant and effective decisions for
common purpose, while ensuring the harmony of interests for the parties involved.
Excellence: Excellence is the standard that Unbien strives to achieve in every task. Company
act as a true boss, setting high standards for each task, prioritizing correctly and correctly
implementation, simplifying processes and maximizing the potential of individuals to deliver
best results at the lowest cost. 5 MMa a cc h hin nee
Discipline: Discipline is the source of the company's strength. Uniben respectfully and voluntarily
comply with the decisions and regulations of the organization. They completed the assigned task with
both timely and qualitatively, in order to achieve the common goal. They measure work objectively
results, learn from mistakes, give constructive feedback, and work together to improve
their performance day by day, increasing efficiency.
Integrity: Integrity strengthens corporate relationships. Uniben consistently practices and
encourage all members to express their opinions openly and honestly
appropriate way, bringing the highest efficiency to the work and the common purpose.
Each of them just does what they believe is right and acts immediately when there is a problem.
arise. Each of them becomes a trusted member of the organization, and the values they hold
Collective trust helps them strengthen their relationships. 1.3 Uniben's product line
Uniben has 4 main product lines including: Instant Noodles, Instant Noodles, Spices and beverage 6 MMa a cc h hin nee
Figure 2: Uniben's product lines (Source: Uniben) 7
The company offers a number of notable products that have gained prominence in the market.
One of those products is 3 Mien Noodles, which is well known for its quality and
attractive to consumers. In addition, the company also provides 3 Mien Fish Sauce, a brand of fish
dipping sauce to introduce the culinary heritage of three regions of Vietnam. Furthermore,
The company introduced Boncha honey tea, a popular beverage appreciated for its
Fresh flavors and unique flavor profiles. These products have made a significant contribution to
corporate success and customer satisfaction.
Figure 3: Uniben products (Source: Uniben) 1.4. Field of activity 1.4.1 General activities MMa a cc h hin nee
Figure 4: Uniben's field of activity (Source: Uniben)
Uniben Joint Stock Company operates with a clear organizational structure
includes key positions that play an important role in ensuring its successful operation. In
At the top of this structure is the Chief Executive Officer (CEO), who assumes the main role
Responsible for guiding the company towards strategic goals and overseeing all
its operational aspect. The CEO's leadership and decision-making abilities are key in
shape the company's trajectory and sustain its long-term growth.
Working closely with the CEO is the Human Resources (HR) Director. This
assume an important position in the management of the company's human resources, ensuring
recruiting, developing and retaining skilled staff. HR manager qualification
in promoting a positive work environment, implementing effective and rationalizing policies MMa a cc h hin nee
HR processes make an important contribution to the overall success of the company.
Reporting directly to the CEO is the Deputy Chief Executive Officer, who is tasked with managing the
Director of Marketing and Director of Research and Development (R&D). Through efficiency
coordinating and aligning marketing and R&D efforts, the VP plays a pivotal role
in driving innovation and creating value for the company. Marketing Manager, affiliated to
overseen by the Vice President of Operations, taking on the responsibility of managing both Sales and 8
MMaacchhiinnee TTrraannsslalatteedd bbyy GGooooggllee
marketing team. This position is responsible for strong thinking and execution
marketing strategies, drive sales growth and nurture valuable relationships with
customers and partners. The Marketing Manager's collaborative effort with the Sales team
and Marketing team to ensure effective execution of promotional campaigns and initiatives.
In addition, the CFO takes on an important role within the company. This position
Responsible for managing the organization's financial resources, ensuring stability,
and facilitate sound financial decision making. Chief Financial Officer oversees key
financial functions such as budgeting, forecasting, accounting, taxation and finance
Analysis. By closely monitoring the company's financial performance and providing value
Insightful, the CFO assists in the achievement of the company's financial goals.
The collaborative efforts of these key positions in Uniben Joint Stock Company serve
as the basis of its operation. From visionary leaders and effective human resources
management to strategic marketing, research and development, and financial astute
management, each position contributes to the overall success of the company. cohesion
The interactions between these roles ensure the achievement of the organization's goals and facilitate
Sustainable growth in a highly competitive business environment. 1.4.2 Marketing Department
The Marketing Department at Uniben Joint Stock Company includes a number of key positions,
each has distinct roles and responsibilities: 9
MMaacchhiinnee TTrraannsslalatteedd bbyy GGooooggllee
Figure 5: Uniben's Marketing Department (Source: Uniben)
The Marketing Manager plays an important role in overseeing the overall operations of the company
marketing department. They are responsible for formulating marketing strategies, setting up
objectives and ensure effective execution of marketing campaigns. The
The marketing director collaborates with other teams in the department to fine-tune marketing
efforts with the company's goals and objectives.
The Commercial Marketing Director focuses on developing and implementing strategies to promote
company's products or services in the distribution channel. They work closely with sales
teams and channel partners to enhance brand visibility, optimize product placement, and promote
sales. Commercial Marketing Manager uses market insights and consumer behavior analysis
to devise effective trade marketing plans that align with the company's overall marketing strategy.
The Brand Manager is responsible for managing activities related to
company's brand. They oversee brand development and positioning, ensuring consistency
brand messages across different marketing channels. Brand Director in partnership with
Graphic Design team to create compelling and visually impactful brand assets.
In addition, they oversee the Marketing Operations team, providing guidance and support
in implementing marketing campaigns and initiatives. ten