building brand strategy hoa loc mangoes 1217312295125556 9
TRANSCRIPT
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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
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AGENDA
I. INTRODUCTION Fruit sector and Hoa Loc mangoes
Problem statements
SOHAFARM introduction
I. LITERATURE REVIEW
II. RESEARCH METHODOLOGY Data collecting
Conducting survey
Interview
I. ANALYSIS AND FINDINGS
II. RECOMMENDATION & CONCLUSION
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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).
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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..
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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.
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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
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RESEARCH METHODOLOGY
Problemstatements
Data collection
SecondaryData
Data analysis
Primary Data
Literature reviews
Research methodology
Recommendations and
SurveyQuestionnaires In-depth interviews
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RESEARCH METHODOLOGY
Data collecting: Primary Data: Questionnaires, Interviews Secondary Data: We use the MARDs report. The research from
GTZ, UNDP, OECD, SOFRI, VINAFRUIT and others are themain sources of information
Qualitative and quantitative research:
Method Parties Purpose Technique Result
Qualitative Experts inmarketing and
fruit/ CEO ofSOHAFARM
How Hoa Loc mangoes build brandstrategy/ their experience in fruits,
their forecasting about Hoa Locmangoes in the market
Interview Quotation andanalysis
Quantitative Customers Data collection & analysis
Customer expectations/buyingbehaviors
Questionnaires Excel and SPSSanalysis
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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, andtraditional 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
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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
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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.
Price acceptability per one kg/out-of-harv
3%
34%
46%
11% 6% o Below 20,000 VND/k
o 20,000-25,000 V ND/k
o 26,000-30,000 V ND/k
o 31,000-35,000 V ND/k
o Abov e 35,000 VND/k
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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%).
Brand s w itching be haviour
23% 0%9%
29%
39%
o Do not buy
o Find another place
o B uy another mango es
o B uy another fruit
o Don't know
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ANALYSIS AND FINDINGS
Brand positioning: Most of consumer think Hoa
Loc mangoes sweet, but if
comparison with Thailandmangoes, It have more
sweet-smelling than Thailand
mangoes.
The attributes of Hoa Loc
mangoes is nutrition, sweetsmelling, pulp.
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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 bothcategory: fresh fruit and food
processing.
Mangoes' food processing
11%
4%
38%
7%
29%
2%9%
o Cakes
o Candy
o Fruit juices
o Jam
o Desiccation
o Flavouring (industry)
o Other
Benefits of building brandna
26%
15%
15%
21%2%
21%
o Easy identified
o Avoid confusedne
o Know ing original
product
o Do not w orry abou
price
o Take time to buy
o Other
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ANALYSIS AND FINDINGS
Brand plan: Quality control process Packaging strategy
Fluctuation price should bewithin 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
MARKETINGPLAN
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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.
B rand images of Ho a Lo c
0
10
20
30
40
Notp
remium 1 2 3 4 5
Prem
ium
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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.
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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.
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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 andfarmer.
Organizing international trade fair in Vietnam to promote
agricultural products.
Customer aspects Satisfying demand and safe through buy brand
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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.
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CONCLUSIONS (cont)
Limitations: The mangoes statistics are very limitation, and informations 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.
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THANK YOU VERY MUCH !