Tag: Strategic Communication
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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…
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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…
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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…
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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…
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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…
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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…