Masan Consumer in Vietnam: How a Domestic Brand Can Win Rural Consumers’ Hearts

http://www.masangroup.com/masanconsumer/en/about-us/strategy

Overview

Masan Consumer is one of Vietnam's largest local diversified FMCG companies. We manufacture and distribute a range of food and beverage products, including soya sauce, fish sauce, chili sauce, instant noodles, instant coffee, instant cereals and bottled beverages. We commenced operations in 2000 and have subsequently grown our product portfolio, domestic sales and distribution channels to establish a leading position in Vietnam’s branded consumer food and beverage product market. Masan Consumer has created and owns some of the most recognized and trusted consumer brands such as Chin-Su, Nam Ngu, Tam Thai Tu, Omachi, Kokomi, Vinacafé, Wake Up, Kachi and Vinh Hao through a strategy of putting Vietnamese consumers first.

Our business has grown considerably over the past several years, with particular success in the condiments and instant noodles segments. Our revenue and net profit have grown from VND571 billion and VND29 billion in 2006 to VND10,389 billion and VND2,850 billion in 2012, respectively, representing respective compounded annual growth rates of 62% and 115%.

At Masan Consumer, our vision is:

* To be Vietnam’s leading consumer company by sales, profitability and brand recognition;

* To meet the daily needs of Vietnam's 90 million evolving consumers;

* To be the destination for top talent and to be recognized as the best workplace in Vietnam; and

* To be the symbol for quality and a source of pride among Vietnamese.

History

OUR TRACK RECORD

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MASAN CONSUMER INTRODUCTION

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Strategy

Masan Consumer strives to be Vietnam’s leading consumer company by focusing on several key strategic areas.

Sector Strategy

Masan Consumer deploys a strategic framework in deciding "where to play”. Our sector selection criteria include:

* Food and beverage categories where the market opportunity is large and there is a potential...