This brand not only appeared in Son Tung MT-P's MV but also appeared in one of his viral sayings.
At midnight on March 8, singer Son Tung M-TP released the MV "We of the Future" after many years of not releasing a product. This MV quickly attracted the attention of the audience when it brought in 3.3 million views in just about half a day.
In Son Tung M-TP's new MV, there is a brand that appeared with the male singer and Hai Tu, which is PONNIE. This brand once made an impression with an advertisement with an interesting slogan: "Ponnie Sausage 88% meat".
Ponnie sausage is a brand of Masan Group (Masan Group) produced by Masan Jinju. Masan Jinju used to be a subsidiary of Masan Consumer Holdings (MCH) but in 2023 it was transferred to Masan MEATLife Joint Stock Company (MML). Masan MEATLife was established on October 7, 2011, owning an integrated branded meat platform (From farm to table: Feed - Farm - Food).
The company focuses on improving the productivity of the animal protein value chain in Vietnam with the ultimate goal of bringing consumers meat products with traceability, quality and reasonable prices.
In 2023, Masan MEATLife's revenue reached VND6,984 billion in 2023, up 10.9% year-on-year, with revenue increasing in all segments, except farm chicken. On a reported basis, revenue increased 46.0% year-on-year in 2023.
The farm chicken segment is impacted by both lower prices and sales compared to 2022, the impact is partially mitigated by the active optimization of chicken farm operations in 4Q23.
In 2023, Masan MEATLife continues to achieve higher sales and utilization rates thanks to its competitive pricing strategy, helping to narrow the price gap between MEATDeli products and meat in traditional markets (Implemented from the beginning of 2022). In addition, with the integration into the WIN membership program, MEATDeli products at WinCommerce stores achieved a sharp increase of 33% in daily sales per point of sale, from VND 1.16 million in January 2023 to VND 1.55 million at the end of the year.
As a result, EBITDA improved to VND266 billion thanks to an increase of VND157 billion from processed meat and a significant improvement in the profit margin of branded chilled pork.
In 2024, Masan MEATLife is expected to achieve net revenue of around VND7,100 and VND7,800 billion, an increase of 2% to 12% year-on-year, thanks to focusing on investing in the processed meat business and reducing the scale of chicken farms. In particular, revenue from branded pork and processed meat is expected to grow from 15% to 28% and from 12% to 33% year-on-year, respectively.
Masan MEATLife has been working hard to position Ponnie as a premium sterilized sausage brand. To increase daily sales at each WinCommerce point of sale to VND2.5 million, Masan MEATLife plans to launch meat counters in WinCommerce, deploy a targeted digital marketing campaign to WIN members, and set up an automatic replenishment system.
Source: CafeF