Building Brand Strategy Hoa Loc Mangoes


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The research on famous Vietnamese mangoes in Brand building.

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Building Brand Strategy Hoa Loc Mangoes

  1. 1. BUILDING BRAND STRATEGY FOR HOA LOC SWEET-MANGOES AND SUGGESTION TO APPLY FOR SOHAFARM <ul><ul><li>Tutor: Dr. Bui Thi Lan Huong </li></ul></ul><ul><ul><li>Presenter: Huynh Phuoc Nghia </li></ul></ul><ul><ul><li> CFVG – Intake 14, MBA program </li></ul></ul>
  2. 2. AGENDA <ul><li>INTRODUCTION </li></ul><ul><ul><li>Fruit sector and Hoa Loc mangoes </li></ul></ul><ul><ul><li>Problem statements </li></ul></ul><ul><ul><li>SOHAFARM introduction </li></ul></ul><ul><li>LITERATURE REVIEW </li></ul><ul><li>RESEARCH METHODOLOGY </li></ul><ul><ul><li>Data collecting </li></ul></ul><ul><ul><li>Conducting survey </li></ul></ul><ul><ul><li>Interview </li></ul></ul><ul><li>ANALYSIS AND FINDINGS </li></ul><ul><li>RECOMMENDATION & CONCLUSION </li></ul>
  3. 3. INTRODUCTION <ul><li>Fruit sector: </li></ul><ul><ul><li>Vietnamese fruit industry is slow growth </li></ul></ul><ul><ul><li>Competition from Thailand, China (domestic and international market) </li></ul></ul><ul><ul><li>The overall long-term programming does not pay attention </li></ul></ul><ul><ul><li>Lack of technology apply in fruit production </li></ul></ul><ul><li>Hoa Loc mangoes: </li></ul><ul><ul><li>A famous mango of Vietnamese </li></ul></ul><ul><ul><li>The origin of Hoa Loc mangoes is the south of Vietnam. </li></ul></ul><ul><ul><li>Might invest to produce large scale (~ 16,000 ha in Vietnam). </li></ul></ul><ul><ul><li>More economic values and nutrition than other mangoes. </li></ul></ul><ul><ul><li>Export advantage in international market (Japan, China, Others). </li></ul></ul>
  4. 4. INTRODUCTION <ul><li>Problem statements: </li></ul><ul><ul><li>Labeling Hoa Loc mangoes does not pay attention when selling or exporting to the market. </li></ul></ul><ul><ul><ul><li>It bring about un-identify the real Hoa Loc mangoes </li></ul></ul></ul><ul><ul><li>In fact, the traders buy Hoa Loc mangoes without brand name (just like commodity). </li></ul></ul><ul><ul><ul><li>Fluctuation of price </li></ul></ul></ul><ul><ul><li>Without organization builds brand strategy for Hoa Loc mangoes. </li></ul></ul><ul><ul><ul><li>Firm or co-operative does not build Hoa Loc mangoes as a brand </li></ul></ul></ul><ul><ul><ul><li>Brand communication, brand identity, brand structure, promotion mix, international marketing.. </li></ul></ul></ul>
  5. 5. INTRODUCTION <ul><li>SOHAFARM introduction </li></ul><ul><ul><li>A biggest farm in Vietnam, born 1979, found by government of Can Tho City, holds 6924 ha lands for cultivation and business. </li></ul></ul><ul><ul><li>252 employees management, 2,800 households member (15,000 peoples), households income is around 60 mil VND/year. </li></ul></ul><ul><ul><li>Doing business various fields of agriculture and sylviculture products: exports agriculture products, breed (rice, fruits, poultry, seafood products), food processing, planting trees, juice fruits, textile, pottery trading, handicraft, construction (irrigational work), transporting and logistical . It holds 16 factories. </li></ul></ul><ul><ul><li>Investing 150,000 Hoa Loc mangoes tree, 8000 tons/year. It will exporting to USA, EU and Japan market. </li></ul></ul>
  6. 6. LITERATURE REVIEW <ul><li>Michael Porter, Competitive Strategy , (1980), Havard Business review. </li></ul><ul><li>Kevin Lane Keller, Strategic Brand Management, (1997), Prentice Hall. </li></ul><ul><li>Denzil Mayer, Beyond Branding , (2003), Nicolas INC. </li></ul><ul><li>David Aaker and Joachimsthaler, Brand leadership, (2001), Free press London. </li></ul><ul><li>Philip Kotler and Gary Amstrong, Principle Marketing, (2001), Prentice Hall. </li></ul><ul><li>Chris Macrea, The Brand Chartering Handbook, (1996), Addison Wesley Longman. </li></ul>Source: VietnamMarcom Brand strategy process
  7. 7. RESEARCH METHODOLOGY Problem statements Data collection Secondary Data Data analysis Primary Data Literature reviews Research methodology Recommendations and Conclusion Survey Questionnaires In-depth interviews
  8. 8. RESEARCH METHODOLOGY <ul><li>Data collecting: </li></ul><ul><ul><li>Primary Data: Questionnaires, Interviews </li></ul></ul><ul><ul><li>Secondary Data: We use the MARD’s report. The research from GTZ, UNDP, OECD, SOFRI, VINAFRUIT and others are the main sources of information </li></ul></ul><ul><li>Qualitative and quantitative research: </li></ul>Method Parties Purpose Technique Result Qualitative Experts in marketing and fruit/ CEO of SOHAFARM How Hoa Loc mangoes build brand strategy/ their experience in fruits, their forecasting about Hoa Loc mangoes in the market Interview Quotation and analysis Quantitative Customers Data collection & analysis Customer expectations/buying behaviors Questionnaires Excel and SPSS analysis
  9. 9. RESEARCH METHODOLOGY <ul><li>Questionnaire design </li></ul><ul><ul><li>Objectives: </li></ul></ul><ul><ul><ul><li>Consumer behaviors (where, when, how, why they buy) </li></ul></ul></ul><ul><ul><ul><li>Consumer spending, like or dislike about Hoa Loc mangoes </li></ul></ul></ul><ul><ul><ul><li>Brand perception (brand naming, labeling, identity, image ) </li></ul></ul></ul><ul><ul><li>Solution of interview: </li></ul></ul><ul><ul><ul><li>Conducting 150 samples, but gather around 120 for analysis </li></ul></ul></ul><ul><ul><ul><li>Take place in district 1, 3, 5 and Tan Binh, 30 samples for one. </li></ul></ul></ul><ul><ul><ul><li>Two person for each place interview (fruit shop, supermarket, and traditional market) </li></ul></ul></ul><ul><ul><ul><li>Run interview on Saturday, Sunday (from 8h30 to 12h00) </li></ul></ul></ul><ul><ul><ul><li>Interview place is at fruit shop (50% samples), supermarket (20% samples), traditional market (30% samples) </li></ul></ul></ul><ul><ul><ul><li>For one interview around 5 minutes, 30 questions </li></ul></ul></ul>
  10. 10. RESEARCH METHODOLOGY <ul><li>Questionnaire design (cont) </li></ul><ul><ul><li>Interviewees profile: </li></ul></ul><ul><ul><ul><li>Woman who living in HCMC </li></ul></ul></ul><ul><ul><ul><li>Main decision maker in buying mangoes and fruit </li></ul></ul></ul><ul><ul><ul><li>Used to eat mangoes in harvest, out-of-harvest </li></ul></ul></ul><ul><ul><ul><li>Their age is around 25 to 35, may got married. </li></ul></ul></ul><ul><ul><ul><li>Working is 60% and housewife and other is 40% </li></ul></ul></ul><ul><ul><ul><li>Going to the fruit shop, supermarket, and traditional market on weekend or every day. </li></ul></ul></ul><ul><ul><ul><li>Intelligent consumer (education, knowledge, pay attention health, social relationship, smart expense). </li></ul></ul></ul><ul><ul><ul><li>Spending time for TV, Radio, magazine, internet… </li></ul></ul></ul>
  11. 11. ANALYSIS AND FINDINGS <ul><li>Consumer behaviors: </li></ul><ul><ul><li>82% interviewees like eating mangoes. </li></ul></ul><ul><ul><li>They usually buy 3 days per one time (31%) one time/week is around 35%. </li></ul></ul><ul><ul><li>Consumer accept to pay 20,000VND to 25,000VND/one kg on-of harvest, and out is around 25,000VND to 30,000 VND. </li></ul></ul><ul><ul><li>78% consumer buy 1 kg to 2kg for one time, and the budgets from 20,000 VND to 50,000 VND/one time. </li></ul></ul>
  12. 12. ANALYSIS AND FINDINGS <ul><li>Brand awareness: </li></ul><ul><ul><li>85% of interviewees know Hoa Loc mangoes, this is strong competitive advantage. </li></ul></ul><ul><ul><li>Functional benefits of Hoa Loc mangoes is better than others. </li></ul></ul><ul><ul><li>Lack of loyalty. If there is not Hoa Loc mangoes in the fruit shop, they will choose other fruit (31%) and buy other mangoes (36%). </li></ul></ul>
  13. 13. ANALYSIS AND FINDINGS <ul><li>Brand positioning: </li></ul><ul><ul><li>Most of consumer think Hoa Loc mangoes sweet, but if comparison with Thailand mangoes, It have more sweet-smelling than Thailand mangoes. </li></ul></ul><ul><ul><li>The attributes of Hoa Loc mangoes is nutrition, sweet smelling, pulp. </li></ul></ul>
  14. 14. ANALYSIS AND FINDINGS <ul><li>Brand strategy: </li></ul><ul><ul><li>Consumer expect Hoa Loc mangoes must build the brand name. (the signal commit quality for consumer buying). </li></ul></ul><ul><ul><li>Beside Hoa Loc mangoes eats ripening, 63% of interviewees think that it should makes food processing. </li></ul></ul><ul><ul><li>Brand strategy must be both category: fresh fruit and food processing. </li></ul></ul>
  15. 15. ANALYSIS AND FINDINGS <ul><li>Brand plan: </li></ul><ul><li>Quality control process </li></ul><ul><li>Packaging strategy </li></ul><ul><li>Fluctuation price should be within 10,000 VND for in and out of harvest </li></ul><ul><li>Reducing middle channel, direct distribution to fruit shop, supermarket, traditional market </li></ul><ul><li>Brand identity design </li></ul><ul><li>Focusing on point-of-purchasing: shop design, banner… </li></ul>MARKETING PLAN
  16. 16. ANALYSIS AND FINDINGS <ul><li>Brand equity: </li></ul><ul><ul><li>Building Hoa Loc mangoes become the premium mango. </li></ul></ul><ul><ul><li>Keeping the brand perceived through quality control. </li></ul></ul><ul><ul><li>Building loyalty through food processing and fresh fruit. </li></ul></ul>
  17. 17. RECOMMENDATION <ul><li>SOHAFARM </li></ul><ul><ul><li>SOHAFARM should build the brand name “Hoa Loc Mangoes SOHAFARM”, beside it holds the fruit preservation process and huge investing. </li></ul></ul><ul><ul><li>Registering trademark for international and domestic market </li></ul></ul><ul><ul><li>Hoa Loc is famous mango, so, building the brand will meet advantage, and it may be a leading brand. </li></ul></ul><ul><ul><li>Brand strategy should includes fresh fruit and food processing strategy. </li></ul></ul><ul><ul><ul><li>Food processing focus on Vietnam market at first stage </li></ul></ul></ul><ul><ul><ul><li>Fresh fruit must sell like a brand to domestic and international market with high quality. </li></ul></ul></ul>
  18. 18. RECOMMENDATION <ul><li>SOHAFARM (cont) </li></ul><ul><ul><li>Brand implementation should be: </li></ul></ul><ul><ul><ul><li>Quality control in producing </li></ul></ul></ul><ul><ul><ul><li>Packaging for both fresh fruit and food processing products </li></ul></ul></ul><ul><ul><ul><li>Stabilizing price fluctuation, it should be around 10,000 VND for in and out of harvest. </li></ul></ul></ul><ul><ul><ul><li>Reducing the middle channel in distribution </li></ul></ul></ul><ul><ul><ul><li>Building brand identity, it is very important for promotion mix and brand communication. </li></ul></ul></ul>
  19. 19. RECOMMENDATION <ul><li>Government aspects </li></ul><ul><ul><li>Government should makes long-term programming for key fruits when agricultural are challenges to accessing WTO. </li></ul></ul><ul><ul><li>Supporting technology, scientific research, competitive information, and training employees for firm, cooperative and farmer. </li></ul></ul><ul><ul><li>Organizing international trade fair in Vietnam to promote agricultural products. </li></ul></ul><ul><li>Customer aspects </li></ul><ul><ul><li>Satisfying demand and safe through buy brand </li></ul></ul>
  20. 20. CONCLUSIONS <ul><li>Problems: </li></ul><ul><ul><li>Labeling for Hoa Loc mangoes </li></ul></ul><ul><ul><li>Selling like commodity, not a brand </li></ul></ul><ul><ul><li>Without brand strategy for long-term </li></ul></ul><ul><li>Methodology: </li></ul><ul><ul><li>Collecting secondary data </li></ul></ul><ul><ul><li>Conducting survey (qualitative and quantitative research) </li></ul></ul><ul><li>Key recommendations: </li></ul><ul><ul><li>Building brand name and doing business in mangoes by brand. </li></ul></ul><ul><ul><li>A famous mangoes, so , it will be advantage in brand building. </li></ul></ul><ul><ul><li>Brand strategy should be business on fresh and food processing </li></ul></ul><ul><ul><li>Brand implementation : </li></ul></ul><ul><ul><ul><li>Packaging, Stabilizing price , reducing middle channel, design brand identity. </li></ul></ul></ul>
  21. 21. CONCLUSIONS (cont) <ul><li>Limitations: </li></ul><ul><ul><li>The mangoes’ statistics are very limitation, and information’s of research requirements come from many sources. </li></ul></ul><ul><ul><li>There is no once of research in branding in fruit sector before. </li></ul></ul><ul><ul><li>The samples size is limitation, and it just focus on HCMC. </li></ul></ul><ul><ul><li>We ignore the technology, soil condition in this research. </li></ul></ul><ul><li>Extending: </li></ul><ul><ul><li>We must have a research on economic value to forecasting demand, competitiveness in the market. </li></ul></ul><ul><ul><li>For the further research, we need to explore the planting and post-harvest of Hoa Loc mangoes. </li></ul></ul><ul><ul><li>Hoa Loc mangoes need the solution to innovate in resisting a disease. </li></ul></ul><ul><ul><li>For implementation this strategy, we should organize the people who can be ability in branding skill and management. </li></ul></ul>
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