Masan actively implements many initiatives to serve consumers.

Technology and convenience are increasingly becoming the top concerns of consumers. Leading this trend, the commitment to innovation and doing things differently is reflected throughout each product and service of Masan and its member units on the journey to serve consumers.

Optimizing 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-cooked rice, brought in VND 1,518 billion in revenue, contributing 7% to Masan Consumer's total revenue. This level increased by 47% over the same period last year. Self-boiling hotpot and self-cooked rice are two products in the restaurant meal replacement (RMR) industry under the Omachi brand. With the new product line, the company plans to expand its target market from 1 billion USD of the instant noodle industry to 17 billion USD of RMR. 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-cooked rice product has integrated 7 of the world's leading modern technologies.

The first is the technology that helps rice grains to be restored within 15 minutes with a normal bottle of water; The second is the preservation technology within 6 months. Masan Consumer has built this technology for 20 years to have delicious salmon and beef pieces, keeping the flavor intact throughout the preservation process; The third is the vacuum freeze-drying technology, helping the soup balls dry, when adding water, consumers have a delicious bowl of soup. The fourth is the technology to ferment vegetables and the water fermenter 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; The fifth is the snack technology that helps fried anchovies to be preserved crispy for 6 months; The sixth is the technology to make teriyaki sauce to eat with salmon and ponzu sauce for beef stew, keeping the delicious flavor; Seventh, 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 near future, Masan Consumer plans to continue to launch new innovative products, fully serving the diverse needs of consumers . Understanding consumers, Vietnamese people understand Vietnamese people. The above innovative products are not only based on product research and development (R&D) capabilities to continuously introduce quality products to consumers, but also come from understanding consumers. This is the catalyst for the superiority of Masan products: "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 the top 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 launch suitable products, retail businesses have many approaches and learn through 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 its 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, our team of leading R&D experts continuously updates advanced technologies to bring new and exciting products to the market.

Grasping the increasingly sophisticated shopping behavior and psychology of "gods", 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 has brought consumers year-round promotions on fresh products, along with monthly and weekly promotions, thereby increasing the ability to attract customers.

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 information 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. Source: https://thanhnien.vn/masan-tich-cuc-thuc-hien-nhieu-phat-kien-phuc-vu-nguoi-tieu-dung-185241126175139208.htm