Author: Minh-Nam
-
Number 1 Soya: Differentiating and Winning Self Indulgence in the Shrinking Soy Milk Market
Introduction The Soy Milk market, valued at approximately 5kB VND, is currently facing a period of stagnation. As consumer preferences shift towards other alternatives, the demand for soy milk has begun to shrink. Market leader Fami currently holds a dominant 81% market share, leaving Soya with only 5.7% of the market. The rapid growth and…
-
Launching Tuborg Ice: A Strategic Move to Tap into the Easy-to-Drink Segment
Introduction The launch of Tuborg Ice marked a significant turning point for Tuborg in its quest to evolve and cater to the changing demands of modern consumers. For years, Tuborg had been synonymous with strength and boldness, a brand associated with strong beer choices that attracted a particular audience. However, as consumer preferences shifted toward…
-
Turning the Tide: Tuborg’s Journey to Reclaiming Its Spot in Vietnam
Introduction Tuborg, a prominent international beer brand with a rich history, initially launched in Vietnam with high hopes of tapping into the country’s growing beer market. The brand’s edgy, youthful image seemed to promise a perfect fit with the vibrant, rapidly developing Vietnamese market. However, the journey of Tuborg in Vietnam took a turn for…
-
How Kichi-Kichi Refreshed Its Brand to Win Over Younger Consumers
Introduction: A Legacy Brand Faces a New Challenge Once a household name for its signature hot pot, Kichi-Kichi had enjoyed a solid decade of success. But as the years passed, the brand found itself facing a rapidly changing market. By 2018, the iconic hot pot chain had plateaued, struggling to capture the attention of younger…
-
How Gogi House Captured Vietnam’s BBQ Market with a Star-Powered Campaign
Vietnam’s restaurant landscape has evolved rapidly over the last few years, with the booming demand for both international and premium dining experiences. Among the most notable players in this surge is the Korean BBQ segment. As more consumers flock to enjoy the sizzling experience of grilling high-quality meat at the table, one brand, in particular,…
-
From Empty Tables to Full Profits: How Golden Gate Revolutionized its Weekday Lunch with Smart Marketing
In the competitive world of restaurant marketing, the quiet hum of a half-empty dining room during weekday lunch is a familiar challenge. This case study explores how Golden Gate Restaurant Group (GGG), a titan of Vietnam’s F&B industry, transformed this period of low footfall into a significant revenue stream through a targeted and automated marketing…
-
Halida Export All Malt: Stepping into the Premium Segment
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…
-
Halida Brand Repositioning: A Strategic Transformation
The Transformation Journey of a 30-Year-Old Brand Tracing the lineage of Halida, a brand steeped in over 30 years of history, one recalls its initial presence. As a young boy during Tết festivities, the Halida beer can on the family table, with its powerful elephant emblem and the prominent “Halida” name, sparked curiosity. This early…