Overview of Masan Consumer Corporation, one of the leading company in Vietnam.

1. Masan Consumer Corporation
Group 7

2. Masan Group
Masan Consumer
Masan Consumer’s Successes
Reasons for these Success
Major Problem
Recommendations for problem
Summary

3. Masan Group (HOSE: MSN)
Founded in 1996
. .
77.7% 77.7% 30.4%
Nguyen Dang Quang,
Chairman & CEO
Vietnam's premier
private sector group

4. Masan Consumer
Masan Food
Corp. (MSF)
• Founded in 2000,
• Based in Ho Chin Minh
City , Vietnam
Masan
Consumer
Corp. (MSC)
• Operates as a
subsidiary of Masan
Group
• Changed its name into
Masan Consumer in
August 2011
Masan
Consumer
Holding LLC
• Established in
July, 2013
• Hold 77.7%
Masan
Consumer &
agribusiness
related to
acquisitions

5. Masan Consumer
 Masan Consumer Corporation
(Công ty cổ phần hàng tiêu dùng Ma San)
 Company type: Fast Moving Consumer Goods (FMCG)
company
 Products: Food & Beverages
 Revenue (in 2012): VND 10, 389 billion
 Net profit (in 2012): VND 2, 850 billion

6. Masan Consumer
 Slogan: “First choice of every Vietnamese people”
 Logo
 Number of employees: 5,298 people
 Headquarters: 12th Floor, Kumho Asiana Plaza Saigon,
39 Le Duan Street, Ben Nghe Ward, District 1, Ho Chi
Minh City, Vietnam

7. Masan Consumer
 Ownership Structure & Key Management
Madhur Maini
(Chairman & CEO of
Masan Consumer Holdings)
Truong Cong Thang
(CEO of Masan Consumer)
Pham Dinh Toai
Deputy CEO & Deputy
CFO
Jeremy R. Clarke
Chief Operations
Officer
Deepak Gulati
Chief Marketing
Officer

8. Masan Consumer
• Kohlberg Kravis
Roberts (KKR)
established in 1976
• Leading global
alternative asset
manager
• Offices: New York,
Washington D.C,
London, Paris, Hong
Kong, Beijing, Seoul,
Tokyo & Dubai, etc.
• Founded in 1913
• Products: curry,
seasonings, spices,
packaged foods,
drinks, foods,
snacks, etc.
• Offices: Japan,
China, Taiwan,
U.K. & U.S.

9. Masan Consumer
 Goal
 Improving Vietnamese people’s spiritual &
material lives each and every day.
 Vision
 To be Vietnam’s leading consumer company
 To be a symbol for quality & a source of pride
among Vietnamese

10. Masan Consumer
 Important Role in Vietnam’s Future
 Products are essential items of daily Vietnam
E.g.: Sauces, instant noodles, instant coffee
 Attracted to many foreign investments
 Creating more jobs
 Increasing GDP
 Increasing more cash flows into Vietnam

11.  Strong performance: impressive growth in instant noodles,
successful implementation of up-trading strategy in fish
sauce & strengthened market position in instant coffee.
#1 in fish sauce and soy sauce
with over 75% market share
#1 in instant coffee with
approximately 40% market share
Masan Consumer’s Successes

12. Masan Consumer is one of the leading diversified consumer
products companies in Vietnam with leading market positions.
Masan Consumer’s Successes

13. Masan Consumer Corporation has
got High-Quality Vietnamese Goods
award yearly from 2005 to present
All of brands in Masan Food Corporation
got Food Safety & Hygiene Gold award in
2009 from Ministry of Health
Masan Consumer’s Successes

14. Masan’s instant coffee and Chin-Su fish
sauce, soya sauce got the Trust & Use
Vietnam’s Product award in 2010
Masan’s instant noodles and soya
sauce get the Vietnam’s Delicious Dish
in 2010
Masan Consumer’s Successes

15. Reasons of These Successes
 Unparalleled Brand Equity
 Extensive Distribution Network
 Efficient Manufacturing Facilities with the
Highest Quality Standards
 Extensive Experienced Management Team

16. Major Problem
 Too many M & A deals
Having difficulties in developing sustainably and equally
all profitable products as well as potential brands
KKR
• Bought a 10% stake in Masan Consumer
Masan
Consumer
• Acquired a majority stake in Vinacafé
Bien Hoa (50.25% stake)
Masan
Consumer
• Acquired a majority stake in Vinh Hao
Mineral Water (63.5% stake)

17. Recommendations
 Focusing on the present profitable products
and brands in order to keep the leading
market share.
 Advertising
 Sales Promotion
 Customer Service

18. Recommendations
 Having clear & detailed market analysis to
build successful strategies for new brands and
products.
Helping to accelerate brand growth & using
customer’s insights as the basis of critical
strategic decisions.

19. Recommendations
 Issuing shares to employees (ESOP)
 2013:
 Issuing 17.86 million shares of ESOP for 28
employees
 Worth nearly 178 billion in nominal
value (10,000 VND/share).
 In reality, the total market value of shares:
1,950 billion.
 Increasing the total number of shares of MSN:
from 687.2 to 705.1 million shares
 Net revenue 14700-18100 billion VND
 Profit after tax reached 3650-4600 billion VND

20. Principles for
determining
the number of
shares
40-50%
50 – 60%
Role
Position
Job performance
Business initiatives
Production brings
positive results.
Increase sales
Reduce production costs
Recommendations

21. .
Benefits
For employees
For company
Increasing the
percentage ownership
Encouraging teamwork
and the contributions.
Noting the results of
managers’ work performance,
creating motivation to complete the task
Attracting and retaining
excellent employees.
Does not have to reward
by cash.
The leaders avoid more than
500 billion of income tax
Recommendations

22. Reference
 IFC, ‘Masan Consumer – Environmental & Social Review
Summary’, Investment Project, last viewed 12 November 2013,
World Bank Group.
<http://ifcext.ifc.org/ifcext/spiwebsite1.nsf/651aeb16abd09c1f85257
97d006976ba/27afb1d9e531325885257b6400539be7?opendocu
ment>
 Masan Consumer 2013, 2012 Annual Report, 20 April, Masan
Group
<http://www.masangroup.com/static/uploads/downloads/msc_ar_20
12.pdf>
 Masan Consumer, Our people, last visited 11 November 2013,
Masan Group, Ho Chi Minh City.
<http://www.masangroup.com/masanconsumer/en/our-people>

23. Contact
 Masan Consumer
 Address: 12th Floor, Kumho Asiana Plaza Saigon, 39 Le
Duan Street, District 1, Ho Chi Minh City, Vietnam
 Tel: (84) 8 625 55660
 Fax: (84) 8 381 09463
 Website: http://www.masanconsumer.com
 http://www.masangroup.com/masanconsumer