Masan actively implements many initiatives to serve consumers.

Optimize experience and convenience for consumers

One of the important pieces in the Masan consumer ecosystem that brings innovative products to the market is the products of Masan Consumer - a subsidiary specializing in the production of branded consumer goods of this group.

In the first 9 months of 2024, new products, including self-boiling hotpot and self-cooking rice, brought in VND1,518 billion in revenue, contributing 7% to Masan Consumer's total revenue. This is a 47% increase over the same period last year.

The self-boiling hot pot and self-cooking rice are two products in the restaurant meal replacement (RMR) category under the Omachi brand. With the new product line, the company plans to expand its target market from the $1 billion instant noodle industry to the $17 billion RMR market.

The company’s new premium products will bring a “breath of fresh air”, interesting experiences to consumers along with convenience. For example, Masan Consumer’s self-cooking rice product has integrated 7 of the world’s leading modern technologies.

First, it is the technology that helps rice grains to be restored within 15 minutes with a normal bottle of water; Second, it is the preservation technology within 6 months. Masan Consumer has built this technology within 20 years to have delicious salmon and beef pieces, keeping the flavor intact throughout the preservation process; Third, it is the vacuum freeze-drying technology, which helps the soup balls dry, when adding water, consumers have a delicious bowl of soup.

Fourth, is the technology of fermenting vegetables and tubers, and the water spinach is a very popular vegetable in Vietnam. Masan Consumer has fermented it to be eaten with rice, creating a flavor that is both Vietnamese and Japanese, giving consumers a new experience; Fifth, is the snack technology that helps fried anchovies to retain their crispness for 6 months; Sixth, is the technology of making teriyaki sauce to eat with salmon and ponzu sauce for beef stew, keeping the delicious flavor; Seventh, is the self-boiling technology, like a portable stove that can be carried with you when traveling at any time, just add water and cook for 15 minutes. This is a simple and safe way to reheat food.

In the coming time, Masan Consumer plans to continue launching new innovative products to fully serve the diverse needs of consumers.

Understanding consumers, Vietnamese understand Vietnamese

These innovative products are not only based on the research and development (R&D) capacity to continuously introduce quality products to consumers, but also come from understanding consumers. This is the catalyst for the superiority of Masan products compared to the market: “We are Vietnamese and we understand the taste of Vietnamese people.

Why are Nam Ngu fish sauce products with Ly Son chili and garlic so popular with housewives? Because we know where the chili comes from, Ly Son garlic is number 1 in Vietnam and we use modern technology to perfect the product and satisfy consumers," said a representative of Masan Consumer.

To keep up with consumer trends and offer suitable products, retail businesses have many approaches and learn from consumers' purchase history. However, to do this, it requires serious investment in infrastructure to collect data sources, technology to help predict consumer trends... Masan Group with strong financial potential has a formula for this "problem" of understanding users.

The Consumer Innovation Center, with the mission of listening and understanding consumers, was put into operation by Masan in June 2023. This center acts as a bridge between product creators to meet and exchange with the "Consumers in love" community - those who believe in and use the product to find creative ideas and great unmet needs to develop new innovations to serve consumers. In addition, the team of leading R&D experts constantly updates advanced technologies to bring new and exciting products to the market.

Grasping the increasingly sophisticated shopping behavior and psychology of "customers", the WIN Membership Program has been piloted by Masan Group since late 2022 and deployed nationwide in early 2023. This program has been promoting member spending and starting to generate revenue through advertising and consumer insights solutions for brands. To date, 10 million members have registered to participate, the customer acquisition cost of this program is still 0, the value of members' shopping baskets is double that of non-members. On average, members shop 4 times per month.

This loyalty program offers consumers year-round promotions on fresh produce, along with monthly and weekly offers, increasing customer engagement.

The WIN Membership Program is positioned as a “win-win” initiative, where consumers receive more value for their basic daily needs, and businesses also receive valuable input to build and optimize products and services to meet the desires of each customer.

This is considered the first step in the journey of applying technology to bring superior experiences to consumers, starting from understanding customers and the desire to bring innovative, breakthrough products of a leading enterprise in the field of retail consumption in Vietnam.