building brand strategy hoa loc mangoes 1217312295125556 9

8/2/2019 Building Brand Strategy Hoa Loc Mangoes 1217312295125556 9

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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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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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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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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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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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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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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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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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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 !

building brand strategy hoa loc mangoes 1217312295125556 9

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