1. Halida and the journey of overcoming challenges
Halida, one of the oldest domestic beer brands in Vietnam, was once a familiar name on Vietnamese drinking tables. Produced by the Carlsberg Group, Halida represented a popular beer segment, serving the majority of the domestic market. However, from 2018-2019, the brand gradually lost its competitiveness in the market. Amidst the influx of international beer brands and the strong rise of other domestic brands, Halida was considered a low-end beer line, lacking sufficient appeal for the modern consumer class.
The challenges that Halida faced not only stemmed from its diminished brand image but also from the lack of a clear strategy to meet the increasingly high demands of Vietnamese consumers. Halida stood before a major problem: How to reposition the brand, enhance its image, and reclaim lost market share?
2. Beer Brand Repositioning: The Strategy to Revive Halida
To overcome the crisis, Halida built a comprehensive brand repositioning strategy, focusing on elevating its image and expanding its customer segment. This plan includes several key elements:
2.1. Halida Repositioning
From being perceived only as a mainstream beer, Halida decided to step into the premium segment with its key product, Halida Export All Malt. This is not just a new variant but also the brand’s declaration of quality and class.
- Keeping Halida’s identity: Halida Export All Malt still retains the most essential values of the brand, such as the rich flavor suitable for the taste of Vietnamese people.
- Upgrading quality: The product uses selected ingredients, combined with advanced brewing technology from Denmark to provide a premium beer experience.
2.2. New Product Development
Halida did not stop at just launching Halida Export All Malt but also diversified its product portfolio to meet market demand:
- 330ml bottle: Serving customers in upscale restaurants and bars.
- 500ml can: Targeting customers who prefer convenience when shopping at supermarkets or convenience stores.
2.3. Beer Packaging Design: Elevating the Brand
The all-new Halida packaging makes a bold statement with its modern, elegant, and premium design, precisely aligned with the brand’s upscale repositioning. Revitalized colors and logo elements are meticulously crafted to stand out from conventional beers, drawing in target customers at key points of sale.
3. Revitalizing Halida: The Action Plan
3.1. Product Research and Development
Through substantial investment in market intelligence, Halida gained a profound understanding of what drives Vietnamese consumer choice. The result is Halida Export All Malt, an innovative fusion where advanced Danish brewing expertise meets Halida’s cherished traditions, delivering a superior beer experience tailored for the Vietnamese palate and benchmarked against global quality.
3.2. Trade Activation At Point Of Sale
A cornerstone of Halida’s revitalization strategy involves a sharp focus on key modern distribution channels:
- Supermarkets and Convenience Stores: Implementing impactful brand activation programs, including compelling point-of-sale promotions and visually striking product displays, to capture consumer attention and drive engagement.
- High-End Restaurants and Bars: Strategically strengthening presence in these premium venues to firmly establish Halida’s positioning as a sophisticated beer choice perfectly suited for upscale environments.
3.3. Influencer Marketing Campaign
A core element of Halida’s strategy involves collaborating with relevant lifestyle and food influencers to forge a refreshed brand identity. The resulting promotional materials, including compelling written and visual content, are designed to both highlight Halida Export All Malt and powerfully convey a modern, upscale lifestyle.
4. Outcomes: Success of the Repositioning Strategy
The combination of new product development, packaging innovation, and the implementation of effective communication campaigns has brought impressive results for Halida:
4.1. Penetration of the Premium Segment
Halida Export All Malt quickly captured premium sales points, from major supermarkets to luxury restaurants. This represents a significant step, helping the brand successfully penetrate a segment it had not previously explored.
4.2. Sales and Profit Growth
15% Annual Increase in Sales Volume: The successful debut of Halida Export All Malt made a significant impact on overall production and sales.
Profitable within a year: Clear evidence of the successful brand repositioning strategy.
4.3. Regaining Consumer Trust
Halida’s new image not only helped the brand restore its position but also regained the favor of consumers. Positive feedback from customers has further strengthened confidence in the brand’s development direction.
5. Lessons from Halida: The Secret to Successful Repositioning
The story of Halida’s revival offers valuable lessons for local beer brands:
5.1. Clear and Consistent Positioning
A brand needs to define a clear positioning, not just based on the product but also in its communication and market approach. Halida’s choice of the premium segment created a significant difference compared to its competitors.
5.2. Innovation Without Losing Identity
Halida Export All Malt preserves the brand’s core values while innovating to suit modern consumer trends.
5.3. Bridging Product and Communication:
A repositioning campaign is only successful when the product truly delivers value to consumers, while also being effectively communicated through marketing channels.
6. Conclusion
The Halida beer brand strategy stands as a compelling case study, showcasing how a domestic brand can successfully navigate challenges and solidify its market position through a clear, creative, and consistent repositioning strategy. This narrative offers valuable insights, not only for the beverage industry but for any business striving for brand elevation.
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