Page 28 - [STUDY CASE_GROCERY WARS] Report

3 Strengthen customer

The largest distribution system in the country with more than 3,000
points of sale today, and expected to reach more than 30,000 points

of sale by 2025, is an advantage for Masan to increase its ability to
reach consumers from urban to rural areas. Combining retail and
financial services with up to 50% of consumer budgets can give

Masan a stable foundation and the ability to scale to attract loyal
customers without "burning" money.
"We don't believe in a model of attracting customers with
promotions and discounts. Instead, we believe in a disruptive
business model that can provide innovative solutions and strong

brands to customers. bring more value to consumers," affirmed Mr.
Nguyen Dang Quang, Chairman of the Board of Directors of Masan
Group.

After owning the Reddi mobile network, Masan has piloted the
carrier's telecommunications data packages at some supermarkets
and mini-marts WinMart+. This network service is expected to
expand nationwide in 2022 with the goal of reaching 500,000-1
million subscribers.

Reddi is a key piece for Masan to build a loyalty program thanks to its
policy of attracting new customers based on co-branding. The
program will help loyal customers to use essential data packages for

free thanks to Masan's ecosystem-wide cashback offer.

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