UNIVERSITY OF FINANCE - MARKETING

FOREIGN LANGUAGE FACULTY

----------

TEAM PROJECT – ENGLISH FOR PUBLIC RELATIONS

Acecook Hao Hao

–
Cung Viet Nam day lui Covid

Team members:

Thang Huệ Anh

Nguyễn Hoàng Hưng
Phan Hoàn Mỹ
Lê Đặng Tuyết Nhi
Lê Nguyễn Minh Thi
Nguyễn Ngọc Thiên Xuân

Lecturer: Trần Thúy Quỳnh My

Ho Chi Minh City, July 2021

 Table of Contents
1. Brief...............................................................................................................................................2
2. Analyzing company situation by using SWOT.................................................................................3
3. Objectives of the PR campaign.......................................................................................................5
4. Target audience.............................................................................................................................6
5. Message to communicate..............................................................................................................7
6. PR activities...................................................................................................................................8
7. Future plans.................................................................................................................................12
8. References...................................................................................................................................13

CRITERIA MAX. SCORE INSTRUCTOR’S EVALUATION

1. Formatting & Citation 1.0 0.8
2. The brief 0.5 0.4
3. Analyzing the situation 1.5 1.3
4. Objectives 1.5 1.2
5. Target audience 1.0 0.8
6. Message 1.0 0.9
7. Actions 2.0 1.8
8. Future plans/ Actions 0.5 0.5
after releasing the message
9. Writing skill 1.0 0.7
TOTAL 10 8.4

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 1. Brief

Acecook Vietnam Joint Stock Company (JSC) is a leading manufacturer of

instant food business in Vietnam, which was established on December 15th 1993,
by Kajiwara Junichi, the General Deputy of Acecook Vietnam. It was authorized
inauguration in 1995, then became a significant food processing company in
Vietnam.[CITATION Acend1 \l 1066 ]
The company emphasized that with the slogan "COOK HAPPINESS", its goal
is to bring satisfaction, happiness to consumers by providing products with
outstanding quality and nutrition power on the basis of "Japanese Technology,
Vietnamese Taste" as well as enhancing life quality and contributing to community
development. [CITATION Acend2 \l 1066 ]
Acecook supplies a variety of instant processed products such as Instant
Noodle, Bowl Cup Tray, Vermicelli and Pho – Noodle Soup – Rice Vermicelli with
100% of imported ingredients censored stringently before manufacturing.
[ CITATION Nha20 \l 1066 ]
Meanwhile, Hao Hao – one of the most triumphant Instant Noodle product
lines, has consecutively maintained the leading edge for 18 years in Vietnam’s
packaged food market. More importantly, the company was honoured to receive the
"Vietnamese High-Quality Product" certificate four times in 2010, 2016, 2017 and
2020. [CITATION Acend1 \l 1066 ]
 VISION: The brand expects to become a leader in the food manufacturer
business in Vietnam with management capabilities appropriate to globalization by
supplying top-notch items and introducing new culinary concepts to domestic and
international consumers. [CITATION Acend1 \l 1066 ]
Acecook Vietnam JSC promises to continue gathering data and offering new
arrivals with earnestly qualified standards and better flavour to the market, as well
as stimulate the development of the food industry in Vietnam. [CITATION Acend1 \l
1066 ]
 MISSION: Acecook Vietnam stated on its official web page that its mission
is to become the largest food manufacturing company in Vietnam and worldwide.
The enterprise continuously focuses on improving people’s standard of living,
brings pleasure and smiles, as well as contributes to their social development.
 Bring pleasure, enjoyment, and peacefulness through accessible, tasty, high–
quality, and safe products on the ground of "Japanese technology,
Vietnamese taste”.
 Focus on developing long–term human resources by creating a positive
working environment with appealing benefits so that employees can be more
confident to work and devote themselves.

2
 Commit to follow the regulations, ensure the safety of products and be
concerned about the environment. [CITATION Acend1 \l 1066 ]

3
 2. Analyzing company situation by using SWOT

Table 1: SWOT Analysis of Acecook company and Hao Hao noodle line
STRENGTHS WEAKNESSES
 Acecook is a standout brand in the  The packaging of products
Vietnamese noodle market. Since the (Hao Hao) has remained
beginning of the millennium, Vietnamese unchanged.
customers have been exposed to top-notch  Acecook has not
and appropriate Hao Hao noodles. implemented any activities to
[CITATION Acend \m Antnd \l 1066 ] promote other products.
 Quoc Le-Pham-Tan et al. (2013)  The enterprise does not have
claimed that the majority of students in Ho premium items for high-end
Chi Minh City are prone to consume Hao customers.
Hao noodles (118/150 respondents use  The company does not have
instant noodles “Hao Hao”, 78.7%), which any highly differentiated products.
verifies Acecook “Hao Hao” was an
unbeaten product.[ CITATION Quo13 \l
1066 ]
 Hao Hao noodle is not only
acknowledged as “the most selected instant
noodle manufacturer,” but it is also
awarded as “The Most Selected Food
Brand” in Vietnam’s large cities in 2018
and 2019. [ CITATION Ace191 \l 1066 ]
 Hao Hao maintains a low price like
the beginning’s, which makes it one of the
most visible items for low-end customers.
[ CITATION Nha20 \l 1066 ]
 Hao Hao noodles are considered
widely available across Vietnam because
there are a variety of distribution channels:
supermarkets, convenience stores, e-
commerce marketplaces, including Lazada
and Shopee. [ CITATION Ace1 \l 1033 ]
 Acecook accounts for 43% of the
market share and ranks first in Vietnam.
[ CITATION Việ20 \l 1033 ]
 Acecook has a sizable charter
capital as well as a cutting-edge Japanese
technology system. [ CITATION Ace191 \l
1066 ]
 Up to now, Acecook has been
exporting their products to over 40
countries consisting of the USA, French,
Korea, and Norway. [ CITATION Nha20 \l
1066 ]

4
  Acecook is a foremost food
manufacturer in Vietnam with seven
branches and 300 domestic agents.
[ CITATION Ace191 \l 1066 ]
 In 20 years of development,
Acecook has also paid attention to society
and contributed to the community through
scholarship programs, companions with
young people and students. [ CITATION
Ace17 \l 1066 ]
OPPORTUNITIES THREATS
 Hao Hao noodle has participated in  Acecook is facing other new
various initiatives. Thus, it is regarded as a competitors such as Masan,
connection ambassador who can widely Vifon, Viet Hung, Micoem, and a
connect to society with the purpose of string of foreign rivals. [CITATION
"improving society via culinary route". Antnd \l 1066 ]
[ CITATION Ace17 \l 1066 ] People are becoming more

 Millions of Vietnamese workers aware of the importance of
have been laid off, or their working hours environmental preservation,
and income have been reduced because of particularly in high-end markets.
the COVID-19 epidemic, and Hao Hao can [ CITATION Vie20 \l 1066 ]
take their responsibility in the society by
charity fundraising.
 The food products had a value
growth, significantly raising to 67% in the
instant noodles as a result of Covid 19.
[ CITATION Ngu20 \l 1066 ]
 Customers tend to pay a higher
price for high-end items. [ CITATION
Vie20 \l 1066 ]

We can catch a glimpse of the current situation throughout the SWOT analysis table
above that Acecook, in general, and Hao Hao in particular, have already been a
prestigious and renowned brand name not only in the noodle market but also in
Vietnamese people’s perception. Also, even though Vietnam as a whole is enduring
the negative consequences of the world’s pandemic - Covid 19, this somehow can
be considered as a chance once again to determine the brand’s position in citizens’
minds and hearts as well as attach it with our people. Therefore, our campaign is
likely to adequately satisfy both public relations (PR) and marketing aspects.

5
 3. Objectives of the PR campaign

Having long enjoyed its stature of popularity as a leading instant noodle

manufacturer for over two decades, Acecook apparently acknowledges its
responsibility to Society and maintains decent relationships between the enterprise
and the public. More importantly, considering the comprehensive situation
regarding the Covid 19 pandemic, Acecook in general and Hao Hao, in particular,
believe that the problem would unlikely be improved without the cooperation and
hand of the entire nation. Therefore, the two following objectives are established to
meet the company's goals and communicate successfully.

First and foremost, we hope to achieve rational recognition of current issues among
citizens throughout the campaign. During the process, the company expects to
increase the number of locals and foreigners living and working in Vietnam, aware
of the problem appropriately.

Another prime objective the campaign will achieve is to provide the target audience
with essential instructions to protect themselves and their families during the
pandemics from June to September via Social Media with high access to various
target groups, including Youtube, Facebook, Instagram, and Tiktok.

Time period: 3 months (from June to September)

6
 4. Target audience

 All population
As mentioned in the SWOT analysis and the brief, it is not uncommon that either
Hao Hao or Acecook is exceptionally familiar with Vietnamese dwellers. Hence,
choosing to target all populations is nothing but a reasonable and obvious decision.
To be more specific, the campaign would aim at both Vietnamese and foreign
inhabitants living and working along the S-shaped land regardless of the customer
market segmentation factors such as demographics (like ages, genders, occupations
and incomes), psychological, behavioural as long as they are geographically located
in Vietnam.

7
 5. Message to communicate

The core message: "Acecook Hao Hao – Cung Viet Nam day lui Covid" –
"Acecook Hao Hao – Together with Vietnam fighting against Covid."

To successfully convey the message and receive the public's retention, Acecook's
PR practitioners are planning to give them the union message. With the hope of
striking a chord among the public by sharing joys and sorrows through ups and
downs, the campaign would emphasize Acecook Hao Hao as the closest old friend,
a faithful and trustful companion sin the fight against the Covid 19 pandemic.
Staying strong and healthy together, staying united as one as well as knowing that
no one is left behind in combat are what we expect all the population to realize. 

In fact, Acecook Hao Hao and the citizens have the same goal and purpose, and that
is the desire to send love, support, encouragement to the government, doctors,
nurses, volunteers, and soldiers. The brand also would like to release its burning
spirit in aiding in the current situation regarding the problem-improving efforts. In
addition, we hope the public to know that we are informing them with valuable and
practical guidelines on how to protect themselves in a more approachable way.
Finally, the company yearns to inspire solidarity and give target audiences power
during the journey.

8
 6. PR activities

Activity 1: Hold a donation project “Acecook Hao Hao with compassionate

heart”

Time period: 3 weeks (2nd, 3rd, 4th weeks of July)

Donation products: Hao Hao Instant noodle 
Donee: some centralized isolation wards in Ho Chi Minh, Binh Duong and Bac
Giang province

Program ideas:
Confronted with the status quo of a novel coronavirus from India and England
spreading in Vietnam, the daily growing number of infections without decreasing,
primarily universities serving as isolation wards, military zones and manufacturing
areas soon overloaded, the number of necessities may end up in dearth.

Hence, we decided to give donations for some major points throughout the country,
and we would like to cooperate with those local authorities to empower them to
overcome the pandemic. Here are some locations that we are going to donate:

1. Ho Chi Minh City - the highest population density of the country because of
its economic, political and cultural centralisation. [ CITATION Wik \l 1033 ]
On May 18th, two places were reported as the biggest outbreaks, including O
Thanh restaurant (Nguyen Dinh Chieu, Ward 5, District 3) and Revival
Ekklesia Mission (Ward 3, Go Vap district), with a total of 3.492 cases in the
community. [ CITATION Côn21 \l 1033 ] College dormitories are the main
isolation area, so that it will cause cross-contamination among people.
Therefore, dozens of new cases are released every day. [ CITATION VnE21 \l
1033 ]
2. Binh Duong Province - 50% of the citizens are immigrants. Di An and Thu
Dau Mot are two cities that centralise industrial zones. [ CITATION Wik2 \l
1033 ] The virus has infiltrated many companies, spread to workers'
dormitories, and come to other companies, so it is not easy to control and
may expand to more cases in a short time. [ CITATION Min21 \l 1033 ]
3. Bac Giang Province - a province in the planning of the Ha Noi capital. It is
located on the economic corridor between Vietnam and China, as well as
where the industrial areas are concentrated with a number of 6 areas.
[ CITATION Wik1 \l 1033 ] Due to the latest report on June 29th, more than
5.000 cases are announced officially, and almost all are workers. [ CITATION
Tuổ21 \l 1033 ]

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Step 1: Doing a survey on each location about the current number of cases,
situations as well as the isolation wards and make a statistics table
Step 2: Calculating the cost for manufacturing the necessities (estimated 20.000
boxes of noodles)
Step 3: Distributing these goods to every household in quarantine or blocked areas.
This process needs to be delicately fulfiled and should be guaranteed a minimum of
two meters distance while transferring them to assure health protection
Step 4: Cooperating with the authorities to create a volunteer team as well as
support them to receive goods and check the quantity on delivery (We would only
accept a maximum of five people for one turn, and face covering, hand sanitiser gel
as well as protective clothing are available)
Step 5: Monitoring the transportation of the necessities

Activity 2: Producing a music video (MV) concerning Activity 1

Time period: 3 weeks (2nd, 3rd, 4th weeks of July)

Singers: Thuy Tien ft Rhymastic 

Director: Huynh Lap
Music producer: Rhymastic 
Main actor: Quyen Linh 
Ambassador: Thuy Tien

Type of video: Narrative music video

Video length: maximum 5 minutes 
Message: Acecook Hao Hao – Cung Viet Nam day lui Covid with the hashtag
#AcecookHaoHaoCungVietNamdayluiCovid
Color: Red, White and Yellow. The colors red and white symbolize Acecook's
prominence, white represents the hidden heroes - doctors, and red and yellow
signify the Vietnamese flag - Vietnamese's patriotism.
Media: TV channels, radio and these social networks: Facebook, Instagram, Tik
tok, and Youtube 

Initial ideas:
 Vietnam's government is working hard to combat Covid 19.
 Doctors deserve our gratitude for their sacrifice. For example: A daughter
takes noodles to her father, a doctor, when he finishes his job.  
 People's actions on the pandemic have both positive and negative
consequences on society.
 Acecook provides assistance to the government during Covid 19 pandemic.
For example, Acecook's employees offer instant noodles to needy individuals
or patient guardians.

Requirement:
 Hao Hao noodles emerge in every scene in the MV as a real friend who has
accompanied Vietnam from before the epidemic to the present day.

10
  The MV about the pandemic is included in the video to remind people of
Acecook's contribution.
 The song would have a strong moral message, uplifting lyrics, and catchy
melody.

Activity 3: Hold a Covid 19 pandemic confrontation & environment protection

program

As in the SWOT analysis table, at present, Vietnamese people gradually pay more
attention to recycling things and reducing wastes in order to protect the environment
as a global tendency. In addition, Hao Hao has already released the recyclable
package for itself, yet it seems like there are not many people knowing about this
positive information. As a result, in addition to raising awareness about the world’s
pandemic, our public relations (PR) team would like to kill two birds with one stone
by carrying out a side activity related to either the Covid 19 pandemic or the
environment, including:

Set up a promotion program: If buyers collect 30 packages of Hao Hao noodles,

they can earn freebies (one bottle of dry hand sanitiser 100ml and one box of
facemasks) as a way to support the citizens in the fight against the Covid 19
pandemic and to remind them about the recycling package of Hao Hao in the
environment protection trend.

Build Hao Hao package recycling stations (70 stations across the country): The
locations help consumers easily approach the program and become participants.
This activity would require cooperation from the Acecook wholesalers to widen its
coverage across the country. Also, there will be 140 volunteers, including those in
Activity 1, dwelling in these stations on shifts to collect the packages, provide the
freebies, more importantly, offer proper means of Coronavirus protection.

Promote the activity as well as provide some guidelines for the process of
recycling the package using social media: This action primarily aims at the young
and people using social networks. The team will contact the platforms (Facebook,
Instagram, Twitter, and Zalo) to release necessary information that the public could
notice the campaign as well as the activity on its own.

Create communications support from online newspapers, television, radio:

This action aims mainly at the rest of the population, especially those who do not
use social media.

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  Timeline
Table 2: The schedule of Acecook Hao Hao PR Campaign
July-2021 August-2021 September-2021
Steps
1 2 3 4 1 2 3 4 1 2 3 4
Preparation for the Donation Project
Activity 1
Donation Project
MV Production
Activity 2
Media coverage for the MV
Preparation for the program
Activity 3 Duration of the program
Media coverage for the program

 Estimated cost
Table 3: The estimated cost of Acecook Hao Hao PR Campaign
Cost components Details Cost (VND)
Donation Products 20,000 Hao Hao noodle boxes x 60.000 VND 1.200.000.000
Transportation 45.000 kg (2.25kg/box) x 1.000 VND/kg (estimated) 45.000.000
The donation
Face covering 30 boxes x 50.000 VND 1.500.000
Acitivity 1 Hand sanitizer 20 bottles 500ml x 65.000 VND 1.300.000
Meals for 30 volunteers (3 sets a day/person) = 90 sets x 30.000 VND x 21 days 56.700.000
Volunteers
Subsidization 30 volunteers x 100.000 VND/individual/day x 21 days 63.000.000
Total 1.367.500.000
Thuy Tien 1.000.000.000
Rhymastic 600.000.000
Artists' Cachet
Huynh Lap 600.000.000
Activity 2 Quyen Linh 1.000.000.000
Filming 50.000.000
MV Production
Editing 50.000.000
Total 3.300.000.000
Freebies 10.000.000 packs of freebies (estimated) x 30.000 VND 300.000.000.000
The program
Recycling Stations 70 stations x 5.000.000 (for the whole the program's time period) 700.000.000
Activity 3 Meals for Volunteers 240 shift volunteers (2 sets a shift/person) = 480 sets x 20.000 VND x 70 days 672.000.000
Volunteers
Subsidization 240 volunteers x 40.000 VND/individual/day x 70 days 672.000.000
Total 302.044.000.000
Press releases Evenly divided for 3 activities 200.000.000
TV 14 channels (VTV, HTV, province) x 240.000.000 VND/channels x 3 months 10.080.000.000
Publicity
Radio 7 VOV channels x 100.000.000 VND/channel/month x 3 months 2.100.000.000
Others
Social media Evenly divided for Facebook, Instagram, Twitter, Zalo, Tiktok, Youtube 20.000.000.000
Cost incurred 1.000.000.000
Total 33.380.000.000
Total 340.091.500.000

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 7. Future plans

After completing the campaign, in the foreseeing future, we would make these
following activities as:
 Acecook Hao Hao would exert its best to gain more love and interest in the
brand from the public regardless of either the loyal ones, the prospects or the
lost customers.
 The company will continuously build prestige, confidence and reveal a
trustworthy image right in front of the public’s eyes. 
 We will bring positive, bright expectations in such a concerning situation as
the Covid 19 pandemic throughout the next campaign.
 The long-lasting relationship between the enterprise and the loyal customers
would be the firm’s top priority in any further activity, especially in the PR
aspect.
 We are going to constantly create a new relationship with the prospects in all
the segments in the market as much as possible by keeping holding
meaningful PR campaigns.

13
 8. References

Acecook Vietnam. (2017, 8 24). ACECOOK VIETNAM – THE AMBASSADOR FOR

CONNECTION. Đã truy lục 7 1, 2021, từ Acecook Vietnam:
https://acecookvietnam.vn/en/acecook-vietnam-the-ambassador-for-connection/
Acecook Vietnam. (2019, 10 18). ACECOOK VIETNAM IS THE MOST SELECTED
INSTANT NOODLE MANUFACTURER IN 2018 AND 2019. Đã truy lục 7 1, 2021,
từ Acecook Vietnam: https://acecookvietnam.vn/en/acecook-vietnam-is-the-most-
selected-instant-noodle-manufacturer-in-2018-and-2019/
Acecook Vietnam. (2019). ACECOOK VIETNAM IS THE MOST SELECTED INSTANT
NOODLE MANUFACTURER IN 2018 AND 2019. Được truy lục từ Acecook
Vietnam: https://acecookvietnam.vn/en/acecook-vietnam-is-the-most-selected-
instant-noodle-manufacturer-in-2018-and-2019/
Acecook Vietnam. (n.d.). About Acecook. Đã truy lục 7 1, 2021, từ Acecook Vietnam:
https://acecookvietnam.vn/export/about-acecook/?fbclid=IwAR3FXFfUlsaA-
DbO4wWs5xoFQ6qRimf2UrIlzmM52Cx4v52fi62zeeJ9OV4
Acecook Vietnam. (n.d.). Company Information. Đã truy lục 7 1, 2021, từ Acecook
Vietnam: https://acecookvietnam.vn/en/company-information/
Acecook Vietnam. (n.d.). Hao Hao noodle. Đã truy lục 7 1, 2021, từ Acecook Vietnam:
https://acecookvietnam.vn/en/product/hao-hao-noodle/
Acecook Vietnam. (n.d). Thông tin chi nhánh. Được truy lục từ Acecook Vietnam:
https://acecookvietnam.vn/chi-nhanh/
Antiem. (n.d.). THƯƠNG HIỆU MÌ GÓI. Đã truy lục 7 1, 2021, từ Antiem:
http://antiem.com.vn/article/525/thuong-hieu-mi-goi/
Công an nhân dân. (2021). Ổ dịch tại Hội truyền giáo Phục Hưng đã hình thành như thế
nào? Được truy lục từ Công an nhân dân: http://m.cand.com.vn/Xa-hoi/O-dich-tai-
Hoi-truyen-giao-Phuc-Hung-da-hinh-thanh-nhu-the-nao-643599/
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hội tại TP. Thuận An. Được truy lục từ Ministry of Health Portal:
https://moh.gov.vn/tin-noi-bat/-/asset_publisher/3Yst7YhbkA5j/content/bo-y-te-
khuyen-cao-binh-duong-siet-chat-gian-cach-xa-hoi-tai-tp-thuan-an
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Bắc Giang. Được truy lục từ Ministry of Health Portal: https://moh.gov.vn/tin-noi-
bat/-/asset_publisher/3Yst7YhbkA5j/content/nhung-iem-moi-trong-phong-chong-
dich-covid-19-tai-bac-giang
Nguyen, M. N. (2020, 9 12). Major food products after COVID-19 among urban citizens
in Vietnam 202. Đã truy lục 7 1, 2021, từ Statista:

14
 https://www.statista.com/statistics/1102874/vietnam-growth-of-food-products-due-
to-covid-19/
Nhan dan dien tu. (2020, 9 24). Hảo Hảo và hành trình 20 năm chia sẻ hương vị yêu
thương. Đã truy lục 7 1, 2021, từ Nhân dân điện tử: https://nhandan.vn/thong-tin-
doanh-nghiep/hao-hao-va-hanh-trinh-20-nam-chia-se-huong-vi-yeu-thuong-
617862/
Quoc Le-Pham-Tan, T. D.-T.-B.-T.-T. (2013, 10 17). Annals. Food Science and
Technology 2013 . RESEARCH SOME FACTORS INFLUENCING THE
FAVORITE OF “HAO HAO” INSTANT NOODLE OF STUDENTS AT
INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY , 14(2).
Tuổi trẻ Online. (2021). Sáng 29-6: Cả nước 95 ca mắc COVID-19 mới, TP.HCM nhiều
nhất 58 ca. Được truy lục từ Tuổi trẻ Online: https://tuoitre.vn/sang-29-6-ca-nuoc-
95-ca-mac-covid-19-moi-tp-hcm-nhieu-nhat-58-ca-20210629062131331.htm
Việt Nam Mới. (2020). Doanh nghiệp thu về hơn 9.800 tỉ đồng nhờ bán mì gói cho người
Việt. Được truy lục từ Việt Nam Mới: https://vietnammoi.vn/doanh-nghiep-thu-ve-
hon-9800-ti-dong-nho-ban-mi-goi-cho-nguoi-viet-20201030120117742.htm
Vietnam News. (2020, 12 10). Local food producers urged to keep abreast of new
consumption trends. Đã truy lục 7 1, 2021, từ Vietnam News:
https://vietnamnews.vn/economy/828937/local-food-producers-urged-to-keep-
abreast-of-new-consumption-trends.html
VnExpress. (2021). TP HCM lập thêm 3 khu cách ly tập trung. Được truy lục từ
VnExpress: https://vnexpress.net/tp-hcm-lap-them-3-khu-cach-ly-tap-trung-
4298089.html
Wikipedia. (không ngày tháng). Bắc Giang. Được truy lục từ Wikipedia:
https://vi.m.wikipedia.org/wiki/B%E1%BA%AFc_Giang
Wikipedia. (không ngày tháng). Bình Dương. Được truy lục từ Wikipedia:
https://vi.wikipedia.org/wiki/B%C3%ACnh_D%C6%B0%C6%A1ng
Wikipedia. (không ngày tháng). Thành phố Hồ Chí Minh. Được truy lục từ Wikipedia:
https://vi.wikipedia.org/wiki/Th%C3%A0nh_ph%E1%BB%91_H%E1%BB
%93_Ch%C3%AD_Minh

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