On March 8th, singer Son Tung M-TP released the MV “Chung Ta Cua Tuong Lai” (Our Future) after years of not releasing any products. This MV quickly attracted the attention of the audience, bringing in 3.3 million views in just 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 made an impression with an interesting advertising slogan: “Xuc Xich Ponnie 88% meat”.
According to research, PONNIE is a brand of the Masan Group produced by Masan Jinju. Masan Jinju used to be a subsidiary of Masan Consumer Holdings (MCH) but was transferred to Masan MEATLife (MML) Joint Stock Company in 2023. Masan MEATLife was established on October 7, 2011, and owns an integrated protein value chain platform (From Feed – Farm – Food).
According to the company’s introduction on the website, the company focuses on increasing the productivity of animal protein value chain in Vietnam, with the ultimate goal of providing consumers with traceable, quality and reasonably priced meat products.
In 2023, Masan MEATLife’s revenue reached VND 6,984 billion, an increase of 10.9% compared to the same period last year, with revenue growth in all segments except farm-raised chicken. On the basis of the report, revenue increased 46.0% compared to the same period last year in 2023.
The farm-raised chicken segment was affected by both lower prices and lower sales volume compared to 2022. The impact was partly mitigated by active optimization of chicken farm operations in Q4/2023.
In 2023, Masan MEATLife continued to achieve higher sales volume and utilization rates thanks to its competitive pricing strategy, helping to narrow the price gap between MEATDeli products and hot meat in traditional markets (Implemented since the beginning of 2022). In addition, by integrating into the WIN membership program, MEATDeli products at WinCommerce stores achieved a daily sales volume increase of 33% on each selling point, from VND 1.16 million in January 2023 to VND 1.55 million in the end of the year.
As a result, positive EBITDA transformation increased by VND 266 billion, thanks to an additional VND 157 billion from processed meat and a significant improvement in the profit margin of branded fresh pork.
PONNIE sausage of Masan MEATLife.
In 2024, Masan MEATLife expects net revenue to be around VND 7,100 and 7,800 billion, corresponding to an increase of 2% to 12% compared to the same period thanks to focus on investment in processed meat business and reducing the scale of chicken farming. In which, revenue from branded pork and processed meat is expected to grow by 15% to 28% and 12% to 33% respectively compared to the same period.
Masan MEATLife has been and is striving to position Ponnie as a premium sterilized sausage brand. To increase daily sales at each WinCommerce point to VND 2.5 million, Masan MEATLife plans to launch meat counters in WinCommerce, deploy digital marketing campaigns targeting WIN members, and establish an automatic replenishment system.
