Leadership Platform

Our strong performance is attributable to our experienced management team with backgrounds from multinational consumer companies, investment in building premium brands, a deep understanding of Vietnamese consumer behavior and an extensive distribution network.

Unparallelled Brand Equity

Our umbrella brand strategy helps us reach a broad range of consumer groups and penetrate adjacent segments. Each of our principal product lines has a premium brand (Chin-su for sauces and Omachi for instant noodles) and a mass-market brand (Nam Ngu, Tam Thai Tu and Rong Viet for sauces and Tien Vua and Kokomi for noodles), meeting the demands of customers of different levels of affluence. This maximizes the value of our brands, establishes a reputation for premium quality across our products and generates economies of scale in advertising and promotion.

Our brands are among the most widely recognized consumer food brands in Vietnam. In 2010, FTA identified Chin-su, Tam Thai Tu, Omachi and Vinacafe as a few of the most recognized brands in Vietnam. Our Chin-su sauce brand was voted among the top 25 brands in Vietnam in a 2009 Nielsen survey and Omachi was the number one brand in the super-premium instant noodles segment by retail value in 2011.

Extensive Distribution Network

Masan Consumer's distribution and sales logistics network allows us to deliver our products anywhere in Vietnam within one day. As of December 31, 2011, our distribution network comprised five distribution centers located throughout Vietnam, a strong sales force of 162 exclusive distributors and 1,628 salespeople, enabling us to have our products reach over 164,000 points of sale nationwide.

Efficient Manufacturing Facilities with the Highest Quality Standards

We currently operate four production facilities at Binh Duong, Tan Binh, Phu Quoc and Hai Duong, with a total of 19 production lines. These facilities allow us to manufacture products with consistent taste and texture, further strengthening the quality of our brands. We do not engage in contract manufacturing or outsource our production to third parties. This enables us to keep strict control over the quality and output of our products.
We have been expanding our Binh Duong facility to accommodate the increase in sales volume we have experienced over the past several years. It became our principal production facility in 2011. The initial phase of this expansion was completed in 2010 and was dedicated to automating the fish sauce production line.

Experienced Management Team

The key to our success lies in our seasoned management team. Our executives have an average of 18 years of experience in the domestic food and beverage industry with leading multinational consumer companies such as P&G, Unilever, Nestle and Kimberly-Clark.