1

Table of Contents
I. EXECUTIVE SUMMARY 4
II. INTRODUCTION 5
2.2. Overview of the Initial Exporting Product 6
III. Current Marketing Situation Analysis 6
3.1. Macro-Environmental Analysis 6
3.1.1. Economic factors 6
3.1.2. Political - Legal Factors 7
3.1.3. Socio-cultural Factors 7
3.1.4. Technology Factors 7
3.2. Micro-Environmental Analysis 8
3.2.1. Thailand Market 8
3.2.2. Suppliers 8
3.2.3. Distribution 8
IV. Acecook SWOT Analysis 10
4.1. Strength - Internal Factor 10
4.1.1. Strong Brand Image 10
4.1.2. Modern Equipment, Cutting-Edge Manufacturing Process 10
4.1.3. High Sense of Social Responsibility 10
4.2. Weaknesses - Internal Factor 11
4.2.1. Non-distinguishable Characteristic 11
4.2.2. Recently Brand Damage 11
4.3. Opportunity - External Factor 11
4.3.1. Policy Modification 11
4.2.2. Potential Market in Thailand 12
4.4. Threats - External Factor 12
4.4.1. Risk of Disruption over the Production of Raw Materials 12
4.4.2. Change in Purchase Consensus 13
4.4.3. Volatility in Competition 13
V. Objective & Goal of the Company’s Entry Mode to Thailand 14
VI. Acecook STP Strategy 16
6.1. Segmentation 16
6.2. Target Strategy 16
6.3. Positioning 17
VII. MARKETING MIX 4Ps 19

2
 7.1. Product 19
7.2. Price 19
7.3. Place 20
7.4. Promotion 20
VIII. Marketing Strategy 23
8.1. Method of Entrance 23
8.2. Campaign Strategy 23
8.3. Market Research 23
8.4. Competitors 26
8.5. Targeting Audience 27
IX. Action Programmer 1-year Entering Cuisine Industry of Thailand 28
9.1. Gantt Chart 33
X. Budget 34
Conclusion 38
Table of Contribution 39
Reference 40

3
 I. EXECUTIVE SUMMARY
The main aim of this report is to create a comprehensive marketing approach for the
export of specific Acecook products to Thailand, which is SiuKay noodles. Specifically,
we will evaluate the present marketing environment, SWOT analysis as a thorough
management tool, and other factors in the exact order that a full marketing plan should
have included. Then we went into great detail about the entry mode, marketing strategy,
and action plan over the first year before creating the necessary budget. Some summary
information will be included in the conclusion.

4
II. INTRODUCTION

5
2.2. Overview of the Initial Exporting Product
In 2018, the product debuted for the first time in Vietnam. It was well-supported by the
Vietnamese populace. SiuKay, which is manufactured using cutting-edge Japanese
technology, is distinguished by its enormous noodles, sour flavor, and the profusion of
nutrients. One package costs 18,3020 Thai Baht, while a box of 24 packets costs 423.14
Thai Baht.

Nutritional Value

III. Current Marketing Situation Analysis

3.1. Macro-Environmental Analysis

3.1.1. Economic factors

A concern with the Baht currency is the main issue in the economic factor. Recessions
and other significant economic upheavals have an effect on all nations. Economic crises

6
are brought on by it, and Thailand is not an exception. Since 1997, Thailand has indeed
experienced numerous crises. Fortunately, since then, the nation has rebounded.

To be more precise, the government is now creating new regulations and policies to
boost investments and make the regulatory environment more open to draw in foreign
companies. Being a small business owner is easier thanks to improved processes that
make it possible for more people to do so. This boosts supply and demand, competition,
and product investment. As a result, this is also seen as a chance for new players in the
instant noodle market, such as Acecook.

3.1.2. Political - Legal Factors

Thailand's government imposes price limitations on a variety of commodities in an
effort to relieve consumer pressure. The country's inflation rate, which in July dropped
slightly from a 14-year high the previous month to 7.61% (The Guardian, 2022), hit
7.61% in Thailand. There are price restrictions on items including building supplies,
eggs and cooking oil. Noodles are also subject to price restrictions.

The truth is that a lot of instant noodle producers have claimed that some products are
being sold at a loss and that, lacking price rises, they will quit selling in Thailand in
favor of overseas markets. The Acecook should therefore give the scenario serious
thought in order to prevent any potential obstacles.

3.1.3. Socio-cultural Factors

Instant noodles are incredibly well-liked throughout many Asian nations due to its
flavor, simplicity, and affordability. Because these foods are so heavily processed,
health experts advise against consuming them in excess. However, Thai cuisine is
renowned for being complicated and spicy. Therefore, it may seem surprising that
something as basic as instant noodles would be a Thai favorite.

3.1.4. Technology Factors

A competitive edge can be gained through technology. Technology is required for the
development of packaging, food labeling, and food processing. As technology develops,
it enables businesses to reach customers in new and simpler ways. For instance,
Acecook installed large displays in their dining establishments to display their menu. In
addition, as a marketing strategy, they display images of fresh promoting beverages and
meals. They furthermore post specials, calorie data, and allergy alerts on their website.
In other ways, Acecook works with online supermarkets to promptly deliver fresh goods
to customers.

7
3.2. Micro-Environmental Analysis

3.2.1. Thailand Market

Instant noodles were once considered an economic indicator in Thailand. According to
SCMP, since the early 70s, thanks to its delicious taste, convenience, and low cost,
instant noodles quickly took center stage in the diets of millions of low-income Thai
people but their buying habits help experts delve deeper into the "health" of the
economy.
SCMP cited data from the World Instant Noodles Association, saying that Thailand is
among the world's largest instant noodle-consuming countries with 3.6 billion packages
by the end of 2021. Currently, 3 brands Mama, Wai Wai, and Yum Yum account for
nearly 90% of the instant noodle market in Thailand and are significantly exported to
other Asian countries.

3.2.2. Suppliers
The suppliers in the noodles industry are the firms providing raw materials like eggs,
flour, spices, etc to the noodles industry for the production of noodles. There is a limited
number of suppliers in the Thailand market, but the number of noodle companies is
much more. Thus, the suppliers are strong in the Thailand market. Some famous noodle
manufacturer companies are: Thai President Foods Public Co., Ltd; Thai Preserved
Food Factory Co., Ltd;...

3.2.3. Distribution
The primary route for the distribution of noodles, rice, and pasta in Thailand in 2018
was hypermarkets, which accounted for approximately 70% of all channels.
Supermarkets came in second with a share of about 17 percent.

8
(Source: Statista.com, 2022)

9
IV. Acecook SWOT Analysis

4.1. Strength - Internal Factor

4.1.1. Strong Brand Image

Acecook, a Japanese firm, grants intellectual rights to Vietnamese research and

development (R&D) professionals. Hao Hao's popularity in Vietnam is a monument to
the effort it took to win over consumers' palates when it introduced a rich, sour flavor
that was consistent with their preference for hot and spicy seasoning and nearly sour
soup.

The company has 7 branches with more than 300 agents across the country and and
exports to more than 40 countries, including the USA, Canada, UK, France, Germany,
Netherlands, Poland, Switzerland, Sweden and others. This demonstrates that Acecook,
which has been in business for a long time, not only boasts a great brand name but also
strong product quality, marketability, and customer appeal. With this momentum,
Acecook will undoubtedly understand how to use the brand to grow in international
locations, namely Thailand.

4.1.2. Modern Equipment, Cutting-Edge Manufacturing Process

With 11 plants around the country and an annual production capacity of more than 2.5
billion packages, Acecook Vietnam's factories are all equipped with the most up-to-date
machinery, equipment, and technical systems. lowering production costs is the most
significant factor in enhancing product quality and safety. Specifically, the Acecook
Group has also fully transferred its instant noodle production technology to Acecook
Vietnam, enabling it to produce products that meet Japanese requirements for quality,
nutritional value, hygiene, and safety. This is one of the key components in ensuring
that exports to other nations in general, and Thailand in particular, meet the strict
inspection requirements.

4.1.3. High Sense of Social Responsibility

Regarding the concentration on the environment. Acecook has consistently used rice
husk biofuel in its boiler systems to enhance productivity while lowering CO2
emissions and their negative environmental effects.

In other respects, Acecook's policies for its nearly 5,000 employees, which include good
welfare programs, training opportunities to advance skills and professionalism, and
opportunities to develop soft skills, demonstrate the company's commitment to
corporate social responsibility while also ensuring long-term and effective employee

10
satisfaction. Eventually lowering the expense of training new hires and keeping experts
in the organization

Acecook, a Japanese company, is reported to uphold its CSR commitments and

implement CSR with a comprehensive policy to achieve the goal of creating a
sustainable business and contributing to the creation of a sustainable society.

4.2. Weaknesses - Internal Factor

4.2.1. Non-distinguishable Characteristic

Acecook's noodle products, especially Siu Cay Noodles, have not made a clear
difference compared to other Thai noodle brands such as Thai Mama Noodles, Wai
Wai, Yummy,... Furthermore, the package of product packaging and its appeal to
consumers will have to redesign in the future.

4.2.2. Recently Brand Damage

Recently, Acecook experienced a brand-damaging incident when the Food Safety

Authority of Ireland (FSAI) announced the recall of several product batches on its
homepage on August 20, 2021 (Vietnam insider, 2021). Because Ethylene Oxide, a
component of pesticides, is present in instant noodles, a media issue may have a
detrimental effect on how widely the product is distributed. To mention, Thailand and
other international markets.

Thus, in order to tackle the issue, Acecook needs to strengthen its advertising and
communication materials as they are presently not very appealing and have not made
an impression on Thailand consumers' subconscious minds.

4.3. Opportunity - External Factor

4.3.1. Policy Modification

After Acecook was recalled products containing Ethylene Oxide, Acecook Vietnam
conducted a large-scale analysis, testing, and investigation in related materials,
equipment, and processes to determine the cause. timely handling measures, and
tightening production processes to ensure product quality and health safety for
consumers. By then, Acecook now complies with a number of food safety regulations,
making it considerably simpler to export goods to Thailand.

11
4.2.2. Potential Market in Thailand
Thailand is a prospective market for Acecook to export to despite the fact that the
Vietnamese market is currently approximately two times larger than that of Thailand.
This is because Thai consumers have a strong preference for spicy and sour foods.
Therefore, there will be a simple opportunity to profitably increase the operation scale
while exporting Siu Cay noodles, Hao Hao noodles, and similar products to the Thai
market.

According to statistics, the Thai market can be viewed as a prospective market that
might assist in building the Acecook brand, support the group's sustainable growth, and
facilitate the export of instant noodles throughout Asia.

4.4. Threats - External Factor

4.4.1. Risk of Disruption over the Production of Raw Materials

In order to survive after the crisis, many suppliers are compelled to raise the price of
raw materials as well as manage costs as a result of the problematic growth of the
COVID-19 epidemic during 2020–2021. Moreover, when it came to delivering raw
materials and moving items to wholesalers and supermarket systems, this company ran
into a lot of problems with its transportation partners.

12
4.4.2. Change in Purchase Consensus
Consumers may therefore obtain more of the information they need on health and safety
issues as a result of technological advancements. Because of this, Thai consumers are
becoming more selective when purchasing novel or unpopular products like Siukay as
we have only planned to take initiative into the Thai market. Consumer awareness of
health assurance is also growing every day as a result.

4.4.3. Volatility in Competition

Many other international brands are also penetrating the domestic market, taking
advantage of preferential import tax rates from trade agreements that Thailand
participates in; to mention, Nongshim from Korea and Idomie from Indonesia
(Brademar, 2022). On other aspects, Acecook will also have to compete with long-
standing noodle brands in Thailand such as Mama Noodles, and Wai Wai instant
noodles,... along with their relatively large market share, making it difficult for Acecook
to penetrate the market.

Share of the domestic market value of instant noodles in Thailand in 2020, by brand

Sources: Statista.com, 2021.

13
V. Objective & Goal of the Company’s Entry Mode to
Thailand
Produced its first line in 1995. Acecook Vietnam had simultaneously exported to
Australia, the United States, Russia, Eastern Europe, China, Africa, and other Southeast
Asian countries by 2003, generating a group revenue of $3 million USD. The company's
revenue steadily increased from 2016 to 2019, reaching more than VND 10,000 billion
in 2019 with a net profit of more than VND 1,600 billion. Acecook currently controls
more than half of the Vietnamese instant noodle market and ranks fifth in the Japanese
market. Acecook is expanding its market to ASEAN countries in recent years,
beginning with Thailand.

Vietnamese have lived in Thailand since the 17th century when they fled religious
persecution in their own country. There are reports of a Vietnamese community in
Ayutthaya's foreign quarter. After many decades, the Vietnamese population in
Bangkok is fully incorporated into Thai culture, with Thai citizenship and traditions
intermingled with Thai customs.

The Vietnamese community in Thailand can facilitate Acecook's interaction with Thais.
This is a fantastic chance for Vietnam to introduce its culture and people to this
neighbor.

Acecook wants to expand its market into the highly developed ASEAN nations with the
help of this project. The Vietnamese and the government of Vietnam will also support
Acecook. This project comes with a lot of expectations for the goals, one of which is
that objectives must be SMART.

14
15
VI. Acecook STP Strategy

6.1. Segmentation

6.2. Target Strategy

According to analysis from our current business strategy, Acecook focuses on 15-45
year olds, male and female because they have high consumer demand. Besides, fast and
convenient students are the biggest target customers of Acecook instant noodles. There
are also children, housewives and office workers who are also customers of Acecook

16
instant noodles. With the motto: Bring an affordable product, Siukay noodle is suitable
for all incomes. In addition, Acecook also focuses on mass distribution strategies in all
markets and supermarkets, especially in densely populated areas. In terms of
differentiation, Acecook launches products with all kinds of new and outstanding
packaging flavors that appeal to consumers. Moreover, customer service remains the
main focus to differentiate between competitors and improve its position in the instant
noodle market in Thailand. Acecook has a wide range of products to serve and position
its brand not only for target customers but also for potential customers. They target all
market segments, diverse models for many different types of product.

● Siukay beef: for customers who like beef.

● Siukay seafood: satisfy customers who are interested in seafood such as: shrimp,
squid,...

● Siukay pho mix: for those who are keen on pho.

● Siukay spicy chicken mixed cheese: satisfy customers who have cheese and
chicken favor.

6.3. Positioning
This positioning technique is effective since people associate SiuKay with convenience:
"delicious, hot, fast, affordable," "simple to make," and "4 minutes noodle." To achieve
this, the business has introduced numerous techniques, including: marketing, fortunate
draws,... Interviewing customers to learn about their experiences with Siukay is the
most distinctive feature. In the short term, it was "torture" for the customer, but it was
incredibly successful. Given that everyone is familiar with Siukay noodles then it is
achiaveble to claim that " Revenue reached 883 million VND over a year."

17
Position map of SiuKay noodle in Thailand

18
VII. MARKETING MIX 4Ps

7.1. Product
Along with a hectic lifestyle, instant noodles are always clamored for more due to their
lightness, fastness, usable anytime, anywhere, and being able to meet all the underlying
requirements for a meal.

SiuKay noodles are 4-minute noodles, with a wonderful combination of delicious, rich
soup, and the spicy taste of chili penetrating deep into the noodles, making the user
sublimate with the spicy taste tongue. The product has its own chili package to help
consumers adjust the level of spiciness to their preference. Eventually, these features
are also suitable for Thai cuisine which is worldwide famous for its unique dishes that
combine sour, sweet, and especially spicy.

7.2. Price
Product price plays a decisive role in competition in the market. Coming up with a
pricing strategy is pivotal for businesses because it directly affects sales and profits.

With the same price, for example, buying a MAMA Cup Noodle in Thailand for 12 –
15 baht. Acecook can completely apply the penetration pricing strategy which is usually
used by businesses to attract customers to new products or services by offering lower
prices than the market in the first launch.

The goal of this strategy is to entice customers to try new products and consolidate
market share in the hope of retaining customers when prices return to normal levels.

19
7.3. Place
Acecook Vietnam Company is considered as having high experience in promoting
consumption and exporting to more than 46 countries and territories around the world.

The company can start distributing its products across the country by setting up
distribution branches in the four most populous cities in Thailand: Bangkok,
Nonthaburi, Nakhon Ratchasima, and Chiang Mai. Acecook can also combine with
supermarkets, convenience stores, and retailers such as Tops Market, Seven-Eleven,
Rimping, Big C, etc …

In addition to physical distributors, e-commerce platforms such as Lazada, Shopee, JIB,

and Chillindo can also contribute significantly to the coverage of Acecook’s products.

7.4. Promotion
Acecook is a very successful brand with product promotion strategies through
promotions, advertising, and social activities such as the campaign "Từ Việt Nam ra thế
giới" in association with the Vietnam U23 team in 2018, one of the most successful
campaigns that Acecook has ever implemented.

6.4.1. School Promotion Concentrating

20
In Thailand, juveniles, especially those who are in school can be influenced
substantially by celebrities or KOLs. Therefore, Acecook can use the endorsement of
some eminent Vietnamese singers in Thailand such as Quang Hung MasterD, and Chipu
for maximizing the coverage of the product.

6.4.2. Online Platform Promotion

Company can also promote its products through high-recognizable social platforms
such as Facebook, Instagram, Tiktok, and Youtube which always have a high density
of online users. In addition, some social activities having the participation of Acecook

21
can be spread through these social media which helps the company increase people's
brand awareness and trust in the product.

6.4.3. Other promotion methods

Some other methods such as hoarding, leaflets, or setting banners of some events in
which they can be easily seen are also a good way to bring the products closer to the
customers, making them become familiar goods in daily life.

22
VIII. Marketing Strategy

8.1. Method of Entrance

8.1.1. Time of campaign
Based on the market research and product development process, the project’s campaign
will be started in 2024.

8.2. Campaign Strategy

• In terms of brand recognition, we desire SiuKey to become the most recognizable
Vietnamese brand so that whenever one thinks about our country's instant
noodle, SiuKey will be the first to spring to mind.
• In terms of the customer loyalty creation, by offering products that suit Thai
tastes and assuring food safety, convert a significant portion of Thai people into
"hard core" loyalty. After that, regard this consumer to be the brand ambassador
for Acecook.
• In term of targeted revenue, we aim at reaching 6 billion vnd exclusively in
Thailand market over the first year of product launching

8.3. Market Research

Thailand has an emerging instant noodle market with world-famous brands. “Mama
Shrimp Creamy Tom Yum Flavor Oriental Style Instant Noodles” was ranked 10th by
“The Ramen Rater” among the best noodles of all time in the world in 2013. Thailand
is the world's 8th largest instant noodle market with sales of 3.05 billion units in 2014.

23
The high influx of tourists is the main factor of the country's instant noodle growth. The
Thai Instant Noodles market has matured over the years and is now crowded with many
competitors. Despite this, Mama already controls 48.5% of the Thai market. In 2014,
global demand for instant noodles reached 102.75 billion units, with Thailand
accounting for approximately 3% of global consumption.

The growth of the youth segment and the working population increases, incomes, and
purchasing power increase, higher brand awareness, changing consumer preferences,
increasing urbanization, and increasing urbanization. The growing middle-class
population is the biggest driver in the growth of Thailand's instant noodle industry. In
addition, lack of time, the fast pace of life, and changing food preferences are also
helping the Instant Noodle industry to grow in Thailand.

24
.

The most popular noodles brand

Source: Dl Marketing at Thailand
MAMA group dominates the market with more than 51% market share. WaiWai and
Yum Yum are two major brands that have successfully gained market share after
MAMA’s market share. In Thailand, there are numerous brands available, and the
market remains open for any new entrant with smart products.

25
8.4. Competitors

Direct Competitor

#No. Subscription Average Price Png.

Mama Thailand's largest instant noodle 6 Bath Thai/

noodles brand, with over 6 million daily Product
sales and a 50%+ market share

YumYum YumYum was Thailand's first 7 Bath Thai/

instant noodle manufacturer. Product
Present a new unique selling
feature established in terms of
more concentrated flavor.
Wai Wai Wai Wai is a brand of instant 13.5 Bath
noodles manufactured in Thai/ Product
Thailand by Nepal Chaudhary
Group under the Thai Preserved
Food Factory, Co., Ltd. (TPFF).
Thai Preserved Food Factory
Co., Ltd. has been producing the
brand in Thailand since 1972.

Little Cook Little Cook (Chef) This is the 7 Bath Thai/

Instant Namchow Group's first outside Product
investment in Taiwan.
Noodles

26
 Indirect Competitor of Instant Noodle Industry

#No. Subscription Png.

Double Double Dragon is (apparently) a famous brand

Dragon of bean vermicelli noodles (woon sen glass
noodles) commonly used in Thai cooking.
Instant
Vermicelli

Kaset Instant Kaset is another of Thailand’s instant bean

Vermicelli vermicelli noodle brands (similar to Double
Dragon above)

Through the above competitor analysis, we can see that, although Thailand has many
noodle brands, Acecook's SiuKay is still considered a unique flavor product and has
many comparative advantages.

8.5. Targeting Audience

Acecook's target customers are young people and adults (from 18 to 35 years old) with
diverse income levels.

Insight: Young people are often busy with work, and they want to have delicious and
comfortable BUT nutritious meals.

27
IX. Action Programmer 1-year Entering Cuisine Industry
of Thailand
A marketing action plan is what businesses use to develop and execute marketing
strategies. By putting the objectives, tactics, and other plans on paper, individuals can
keep the business on track and track its progress as it runs marketing campaigns. This
emphasizes the goal of producing a marketing action plan.

28
 Executive
Purpose Milestone Detailed Activities Objective/Outcome Execution time
Head

Offer Voucher for 15% off

paying for the next purchase
at Supermarkets and retailers
Despite having to spend a substantial
Sale up to 15% amount of cash (350 million VND),
Voucher discount of 5% for 15/3/2024-
for the first 5 achieving the objective of boosting
Promotion high schoolers and university 19/4/2024
weeks awareness and promotion will
students only if they bring
and Raising ultimately result in sizable revenues.
their student identification
Brand with them.
Việt Hùng
Awareness (Marketing
in an Increase 20,000 followers on Manager)
Create short humor videos Instagram and 35,000 followers on
isolated using the endorsement of Chi Facebook as well as 1,000,000 of
The execution
market Attract more Pu, Quang Hùng MasterD. followers on Tiktok platform.
time of
followers on Two of the most famous Get about 5,000,000 views on Tiktok
endorsement is
Instagram and Vietnamese artist in the by guaranteeing to post at least 1
17/3/2024 to
Facebook, Tiktok music industry of Thailand video every week.
27/4/2024
Utilize Tiktok sales channel The Tiktok platform's sales goal is to
sell about 20,000 boxes for a profit of

29
 about 8462800 baht, or roughly
5,762,000,000 VND (including
shipping costs) over the second
quarter.

Take a video introducing

Acecook using endorsement,
Attract viewers KOL chosen is Baifern Get about 8 million views on the Run ads from
on the youtube Pimchanok , run ads, and video introducing Acecook Siukay 15/3/2024 -
channel post videos with youtube noodles. 30/4/2024
links on other social
networks.

Hoarding at the main street, Collected about 3,000,000

Spread the
for example, Sukhumvit. A views/week, with the purpose of Hoarding from
introductory
long road that runs through boosting brand recognition as soon as 20/3/2024 -
video to a wider
Bangkok to Pattaya and the product enters the market, at the 30/5/2024
audience.
beyond. introduction stage.

30
 30/3/2024 -
1/4/2024 at
National
University of
Thailand
(Bangkok)

2/4/2024 -
4/4/2024 at Prince
Sponsor money, gifts, Attracting roughly 30,000 pupils who
of Songkla
distribute products freely at were interested in the product, selling
University
Supporting National University, 5,000 packages for individuals and
(Bangkok)
contests for Kasetsart University, 20,000 boxes for the school's kitchen
students Chulalongkorn University, as our initial focus will be on
5/4/2024 -
and Prince of Songkla boarding and semi-boarding schools
7/4/2024 at
University… in Bangkok.
Kasetsart
University
(Bangkok)

8/4/2024 -
10/4/2024 at
Chulalongkorn
University

31
 1/2/2024 -
Contact, meet and discuss 15/2/2024 Start
Seek to and deal Ensure the influencers don't have a
with influencers about future on finding
job with bad image at the campaign execution
image development influencers as
influencer time
Start orientation well as conferring
Dealing on work
work and
working
with 16/2/2024 -
Influencer Take a video Ensure that 200 influencers tweet 10/3/2024
introducing the Work on the video influencer about the products per week on their Working on the Hùng Việt
cooperation with using the product social platforms, by then reaching project then (Assistant of
influencers potential new customers of the youth. perfecting the Marketing
final video Manager)

Start posting new

products on the
Promote products eCommerce
Working
relentlessly on An estimated million orders will be platform from
with other Offer a 15% discount for
Thai e-commerce placed in the first year. With a 30 15/3/2024
major e- purchases of 286 Baht or
sites like Amazon billion VND net profit after taxes, Start offering
commerce stimulate demand
Thailand, Lazada, strategy costs and shipping costs. discounts and
platforms
and Shopee… freeship vouchers
from 30/3/2024 to
30/4/2024

32
9.1. Gantt Chart

33
 X. Budget

a) Advertisement

Budget table

Total target market The 4 most populous cities in Thailand

(2022): 8.813.006 people in total

Exposure rate/ Total target market 50% (4.406.503)

Percentage of awareness/ Total exposure 70% (3.084.552)

Interest rate/ Total awareness 60% (1.850.731)

34
 Advertising budget table

Target Specific Estimated budget

Tool
activities

* Cost per thousand impressions is calculated on

Facebook by dividing your spend by impressions
(not reach) and then multiplying that number by
1,000 (Facebook Advertising Costs CPM
Facebook
(Updated Weekly), n.d.)

Estimated expenditure: 2,000 million VND/year

Estimated impression: 7,800,000/ year

Awareness
=> Cost per 1000 impressions: 256,410 VNĐ
(70%)

(Heitman, 2022) Average price:

Youtube 44 million VND /100,000 impressions

Advertisement Estimated impressions: 3,084,090 turns

=> Cost per year: 1,357 million VND

Tiktok and other (How Much Do TikTok Ads Cost in 2022?, 2022)
social media TikTok uses a cost per mile (CPM) metric to
charge for ads - the same equation as Facebook

Estimated expenditure: 2200 million VNĐ

Estimated impressions: 12,000,000

=> Cost per 1000 impressions: 183,300 VNĐ

Sponsor social 400 million VND

projects and
contests

35
 Banner 700 million VND
(LED screens, (On bus, airport, shopping mall,..)
posters,...)

Total cost 6657 million VND

b) PR Cost

Target: Awareness and exposure rate: 15%

Object Content Estimated budget

Product promotion on selected

influencer's social networking
Influencer sites 380 million VND

Total 380 million VND

c) Promotion Cost

Object Content Estimated budget

Voucher ○ Used on holidays, Christmas,
and customer’s birthdays…
○ Vouchers discount for high
schoolers and university students 500 million VND
○ Vouchers discount for the next
purchase at supermarkets and
retailers

Gift Used on holidays, Christmas, 300 million VND

36
 customer’s birthday...
Total 800 million VND

Marketing budget:

Amount to spend Cash (million VND)

Advertisement 6,657
PR 380

Promotion 800
Total 7,837

37
Conclusion
Since prior research and calculations have demonstrated that Acecook's products
in general and Siukey noodle products, in particular, are indeed very successful in a
copious amount of areas, to mention the company exports to more than 40 countries,
including the USA, Canada, UK, France, Germany, Netherlands, Poland, Switzerland,
Sweden, and Norway, and has 7 branches with more than 300 agents nationally. We
believe the product will deliver a breakthrough to the Thai market. The complete
breakdown of our marketing plan is given above. As we prepare to enter a new market,
we will endeavor to correct any shortcomings, take advantage of business opportunities,
and maximize our strengths while keeping an eye on the competitors. So then
stakeholders are you prepared to contribute to this endeavor?

38
Table of Contribution

Member. Student ID. Contribution Responsibility

Le Do Viet Hung 20070190 100% In charge of Executive
Summary, II, VIII, IX,
Conclusion, Cover illustrates and
Table of contribution. Huge
helped in Lan Huong, Huu Phuc
and Thuy An’s part. Double-
checked all the member works
and gave recommendations.

Vu Lan Huong 20070210 100% Responsible for parts II.2, V,

VIII, designed the report,
double-checked all the tasks of
the report and gave comments
for teammates. Collaborating
with each other to create a
product of the highest caliber.
Work quickly. Good disposition.

Nguyen Danh Viet 20070084 100% Responsible for part VII and X.
Anh Work fast, accomplished work
performance. Quickly respond to
the leader's comment.

Tran Huu Phuc 20070298 100% Responsible for the Acecook

SWOT analysis. Always dive
himself to the furthest to seek the
worthiest information. Create the
gantt chart. Good work in overall

Le Thuy An 20070067 100% In charge of part III, huge-helped

Viet Hung in part VI. Good
disposition, swiftly make over
and reconstruct the assigned task
after receiving comment. Good
work overall.

Word count: 5299

39
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