branding in vietnam
TRANSCRIPT
![Page 1: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/1.jpg)
![Page 2: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/2.jpg)
Branding in VietnamBranding in VietnamKey learning and insight
Prepared by left brain connectors, April 2009
![Page 3: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/3.jpg)
Left brain connectorsLeft brain connectors is a local leadingis a local leading brand idea andbrand idea and branding companybranding company
![Page 4: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/4.jpg)
Our clients
Nestle VietnamPepsiR
QD TekArt GlassB bil hRomano
EnchanteurEversoftGervenneH ikid
Bavapen mobile phoneBoca GlassDKSH (Diethem)Prudential financeS i S bHapikids
Dr. menV-PhanoNew York SchoolH d f d
Saigon SunbayNuti foodVinataba (lion king)Sapphire scooterI t f d ( d f )Home made food
BIM GroupGomex noodleTan Hiep PhatDQ Gl
Interfood (wonderfarm)KAOPoca (snack)Disney (consumer products)
DQ Glass …
![Page 5: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/5.jpg)
Vietnam
![Page 6: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/6.jpg)
What you see most
![Page 7: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/7.jpg)
mess traffic problem mess traffic problem
![Page 8: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/8.jpg)
What you hear most
![Page 9: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/9.jpg)
horn happy presser horn happy presser not by choicesnot by choicesnot by choicesnot by choices
![Page 10: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/10.jpg)
What you taste most
![Page 11: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/11.jpg)
nuocnuoc mammam(fish sauce)(fish sauce)
![Page 12: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/12.jpg)
What you feel most
![Page 13: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/13.jpg)
energeticoptimistic most happiest countrymost happiest country(voted by international magazine)
![Page 14: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/14.jpg)
Where you go most
![Page 15: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/15.jpg)
![Page 16: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/16.jpg)
ShSh thth t tt tShop onShop on--thethe--streetstreet
![Page 17: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/17.jpg)
Vietnam doesn’t need any superVietnam doesn’t need any super--hyperhyper--mart mart coz it already has one...coz it already has one...
![Page 18: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/18.jpg)
![Page 19: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/19.jpg)
Life on the streetLife on the street –– shop onshop on--thethe--streetstreetLife on the street Life on the street shop onshop on thethe streetstreet
![Page 20: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/20.jpg)
Marketing is Vietnam is all about “properties”
Location. Location. Location Location. Location. Location
![Page 21: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/21.jpg)
BEAUTY CARE
77% Vietnamese women aged from 15-45 is more health consciousaged from 15 45 is more health conscious
increased number of women taking vitaminor health supplements from 61% in 2006to 81% in 2008 of 18-16 y.o
![Page 22: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/22.jpg)
Branding to elderlyBranding to elderlyti ll h ld b li k d t kidti ll h ld b li k d t kidemotionally should be linked to kidsemotionally should be linked to kids
live longerlive longerlive happierlive happier
ith kidith kidwith kids with kids
![Page 23: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/23.jpg)
You can’t imagine how life will be You can’t imagine how life will be without a motorbike !without a motorbike !
![Page 24: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/24.jpg)
To most youngster it isTo most youngster it isTo most youngster, it is To most youngster, it is more than just a transportation more than just a transportation
mean, it is;mean, it is;
a frienda friendsign of status sign of status
freedom freedom USD 8,000 (in cash)USD 8,000 (in cash)US 8,000 ( cas )US 8,000 ( cas )
![Page 25: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/25.jpg)
High efficient of distribution vehicleHigh efficient of distribution vehiclebest fit to small roadbest fit to small road
to residential areasto residential areas
CONVENIENCE !CONVENIENCE !Cost effecti enessCost effecti enessCost effectivenessCost effectiveness
Fast Fast
![Page 26: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/26.jpg)
For those who do business in Mekong delta don’t ignore this.For those who do business in Mekong delta don’t ignore this.
![Page 27: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/27.jpg)
Learn to use the “subLearn to use the “sub--way”way”
The fastest route is more important than the shortest routeThe fastest route is more important than the shortest route
![Page 28: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/28.jpg)
What you surprise most
![Page 29: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/29.jpg)
MENNormal practice (more traditional type)
Life after work. Mostly everyday café.A 2 d k B t “ ”Average 2 days a week . Beers at “quan”Friends. Socializing. Even,
Business transaction
![Page 30: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/30.jpg)
Whil t “ ” h ’ hWhile men at “quan”, she’s happyat café with friends/colleagues
![Page 31: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/31.jpg)
What you upset most
![Page 32: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/32.jpg)
slow administrative processmost of the time coz delay brand campaignmost of the time coz delay brand campaign …
You'll need a good local partner to help. You'll need a good local partner to help.
![Page 33: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/33.jpg)
Vietnam is still attractive to foreign investors to some reasons…Vietnam is still attractive to foreign investors to some reasons…
![Page 34: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/34.jpg)
Political stability.y
One of the youngest economies of South East Asia.
82 Mil of population to date.p p
65% under 45 of age.
Only slow down growth ratio during global recessiony g g g
For local brands, still facing some big challenges at home. Hence, this is opportunity for long term oriented international marketers
![Page 35: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/35.jpg)
Tough challenge:
Major challenge is the lack of home grown Vietnamese brands, which could stand their ground against the global giants and add flavor and choice in the market.
Only a handful of Vietnamese brands are in the market such as the national flag carrier Vietnam Airline, the homegrown coffee retail-chain Trung Nguyen Coffee, just to name a few.
Suffered from lack of strong financial foundation of the business
Follow the short term interests to “too diversified” strategy and losing the core.
![Page 36: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/36.jpg)
Vi t i tVietnam is not one market
![Page 37: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/37.jpg)
Different market, culture and consumption behaviors
NorthHanoi
CentralHue, Danang, Nhatrang
Highland CentralBan Me Thuat, PleikuDalat South
HCMC
Mekong deltaCantho
![Page 38: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/38.jpg)
Compete in Vietnam watch h bi i Chithe big giant - China
Border close to VietnamCh dCheap productSimilar designAcceptable quality
![Page 39: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/39.jpg)
Vietnamese isVietnamese is so “protective”so protective when it comewhen it come t t tto taste.
![Page 40: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/40.jpg)
Region Resistance(toward changes)
Taste(in general)
Resistance(toward changes)
Saltynorth Strong Value based
Appearance
T t SpicyTastes central Stronger ConservativeSensitiveness
Sweet south Less-strong OpenNewest
Product Place People Price
![Page 41: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/41.jpg)
DIFFERENCE GEOGRAPHYPEOPLE, CHARACTERCULTURE INCOMECONSUMPTION BEHAVIOR
CHALLENGINGFLEXIBILITY WIN
NORTH CENTRAL SOUTH
PHO BUN BO HUE HU TIU
![Page 42: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/42.jpg)
Beverage caseg
![Page 43: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/43.jpg)
![Page 44: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/44.jpg)
Losing money in 10 consecutive years
It is now reluctantly adapted to suit the taste of local drinker.
A No-choice option for survival for a well-known, conservatively brand controlled strategy around the worldworld.
Sales gain quickly after the launch
“strong Vietnamese coffee”g
![Page 45: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/45.jpg)
Quick reaction Reduce competitive pressure immediatelyReduce competitive pressure immediatelySales increase from category that grows
“strong is not enough, best fit taste that matter”
![Page 46: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/46.jpg)
To coke, the biggest enemy is not Pepsi
![Page 47: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/47.jpg)
Number 1 tea products in Vietnam
Evolving of product marketing
Number 1 tea products in VietnamBut not from Coke or neither Pepsi, Nestle, Unilever, Yeo’s …
5 year time
Home made ice tea Lemon ice tea green tea herbal tea
![Page 48: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/48.jpg)
Number 1 tea products in VietnamFrom THP Group, the most successful beverage group in Vietnam and Indochina.
h !however !
![Page 49: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/49.jpg)
Do these products own some U.S.P ?
They may not areThey may not are unique products butunique products but they are first into the ymarket.
![Page 50: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/50.jpg)
To be first player in an emerging market with an emerging consumer classemerging consumer class always enjoy the most favorable acceptance of buyers All age groupbuyers. All age group. Thru out Vietnam.
![Page 51: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/51.jpg)
Favor the first.
![Page 52: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/52.jpg)
Emerging consumer classEmerging consumer class
Got moneyEasy to brand switchingHigh brand trials, but Less loyalty
![Page 53: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/53.jpg)
KEY TO SUCCESS NOW KEY TO SUCCESS LATER
Being the firstHigh availability
Being uniqueHigh availability
Relevant advertisingUSP (functional benefit)
Creative advertisingEmotional connection
![Page 54: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/54.jpg)
Food case
![Page 55: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/55.jpg)
A loser product of UnileverCay Da tea
![Page 56: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/56.jpg)
“Chè Thái gái Tuyên”Chè Thái, gái Tuyên
the old Vietnamese expression that means great tea from Thai Nguyen and great girl from Tuyen Quang (a province in the highfrom Tuyen Quang (a province in the high
north area of Vietnam)
Prefer the strong authenticity taste of local tea “province
branded”h iThai Nguyen, Lam Dong, Tan
Cuong …
![Page 57: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/57.jpg)
A brand of Unilever
PHU QUOCPHU QUOC
Fish souce
![Page 58: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/58.jpg)
High welcoming of modern food franchising business
![Page 59: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/59.jpg)
(First professional and modernization Pho noodle chain of Vietnam to the world)
![Page 60: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/60.jpg)
![Page 61: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/61.jpg)
![Page 62: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/62.jpg)
![Page 63: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/63.jpg)
![Page 64: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/64.jpg)
![Page 65: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/65.jpg)
Corporate Social Responsibility (CSR)
![Page 66: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/66.jpg)
Culture sensitivityCulture sensitivity
Thousand years of instability
China invasionChina invasionChina invasionChina invasionJapaneseJapaneseFrench warFrench warAmerican warAmerican warCold warCold war –– closing doorclosing doorCold war Cold war closing doorclosing door
look out for the best fit look out for the best fit Brand communications strategyBrand communications strategyBrand communications strategyBrand communications strategy
PR, CSR, events …PR, CSR, events …
A lot of rules and regulation forA lot of rules and regulation forot o u es a d egu at o oot o u es a d egu at o oAdvertising communication programsAdvertising communication programs
![Page 67: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/67.jpg)
How you give is more important than what you give”
![Page 68: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/68.jpg)
Your brand logo should be smaller than these texts
equality of spiritual and q y pmaterial value of gift
![Page 69: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/69.jpg)
Marketing - Don’t forget the influential “buyer”
![Page 70: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/70.jpg)
“I love its design – the Asus, but I need to seek further advices from my men”
![Page 71: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/71.jpg)
“I like the innova. However I still need my wife’s opinion about it. It’s better to take her with me to showroom next time”
A “responsible” men.
![Page 72: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/72.jpg)
For “technical” aspects women ask men for advices.
But mostly she control the “buying” decision.
she’s traditional housewife, and even modern Vietnamese women
she’s powerful.
(insight: men love her to do so too)
![Page 73: Branding In Vietnam](https://reader033.vdocuments.mx/reader033/viewer/2022052505/5567dd30d8b42aec408b49f8/html5/thumbnails/73.jpg)
Th kThank you for doing business in Vietnam !g