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Building Brand Strategy Hoa Loc Mangoes
 

Building Brand Strategy Hoa Loc Mangoes

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The research on famous Vietnamese mangoes in Brand building.

The research on famous Vietnamese mangoes in Brand building.

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    Building Brand Strategy Hoa Loc Mangoes Building Brand Strategy Hoa Loc Mangoes Presentation Transcript

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