A-Z Brand Strategy Consulting to capture FMCG Market Share from Online to Offline

Brand strategy consulting project for Tam Viet Foods, focusing on enhancing recognition, improving distribution, and increasing sales to 8 billion VND through online and offline channels.

Introduction

✪ Project: Brand Strategy Consulting

✪ Brand: Tam Viet

✪ Field: FMCG, Food production

✪ Implementation time: 3 years

Background

Tam Viet Foods Joint Stock Company is a unit with nearly 10 years of experience specializing in the production and supply of confectionery including nougat candy, sponge cake, bread, oatmeal, etc.

In the market, E-commerce channel revenue only contributes about 8% of revenue such as the Bidrico brand, the rest is still mostly in traditional channels and direct export. Confectionery is a small-value item, Vietnamese consumers have the habit of buying at shops near home, in supermarkets or on the go. Because the price of confectionery is relatively low, it will be difficult to ensure delivery costs. High-value items such as household appliances and electronics are easier to sell on e-commerce platforms.

Problems businesses are facing:

– The factory operates autonomously, but without a Production Management strategy, the supply is behind schedule and lacks quantity

– Poor brand recognition, no clear positioning

– Vague Business Strategy

– Have not found the Main Distribution Channel including MT and GT

Facing the Challenge of a competitive market, Tam Viet Foods needs a Brand and Marketing strategy to promote increased revenue and recognition.

Objective

– Building Brand Strategy on digital platform, “modernizing” customer experience

– Choose the main Product SKU, focus on building this Brand Identity

– Achieved 8 billion in sales on both Online and Offline channels, increasing market share nationwide

– Good distribution coverage, potential

Brand Analysis

Source of growth

Group	Children (Consumer)	Teenager (Shopper + Consumer)	Adults (Shopper + Consumer)	Adults (Shopper + Consumer)
Gender	Tất cả
Age	0 – 12 years old	13 – 18 years old	18 – 30 years old	Over 30 years old
Occupation	Students	Students	Office staff, workers	Office staff, workers, managers
Income	No income	Under 5 million	5 – 10 million	7 – 15 million
Interest	Eat snacks, play with friends, watch youtube for entertainment	Snacking, hanging out with friends, playing games, social networking, exercising	Use social media, chat, hang out with friends, spend time with family, exercise	Chatting, hang out, be with friends, spend time with family, exercise, spend time on personal hobbies
Behavior	Often demand and want to buy products when stimulated by attractive images and videos Often consumes snacks during playtime, likes sweets Want to buy a lot of snacks when shopping with parents	Buy for yourself, according to personal taste, buy small items Impact on parents when shopping	Often shop for family, buy large items, have a shopping list, plan purchases Influenced to buy by family members	Often shop for family, buy large items, have a shopping list, plan purchases Influenced to buy by family members
Purchase Psychology	Like eye-catching, attractive products	Choose products that are cheap, convenient, and easy to access. Like to buy at convenience stores, grocery stores near home, school	Choose products that suit your personal needs, don’t buy them extravagantly	Choose products, great deals, shop at major grocery stores, supermarkets, traditional markets Be willing to cut back on non-essentials if you go over budget
Insight	Because children like to play, they need to eat nutritious products that suit their taste (sweet) Likes a variety of sweet flavors, chocolate, fruit, etc.	The need to express oneself is high through each product used, needing products that are trendy and have good prices, within the ability to pay Sometimes using instant products for breakfast, so prefer small packaged products that are easy to buy and use	Need to buy cheap products in large quantities to serve the whole family Want to buy the best quality products in the price range	Need to buy cheap products in large quantities to serve the whole family Want to buy the best quality products in the price range

SWOT

Strengths

– Product Concept: Aiming at consumer health values

– Product Performance:

+ Products suitable for all segments

+ Products meet food safety quality standards according to regulations

+ Flavors and types of cakes that are easy to eat and popular

– Packing: Beautiful packaging suitable for all audiences

– Price: Price can compete with competitors in the same segment

– Place: GT system and OEM products already have a market in MT

– Customer Experience: Will build a professional and systematic Online & Offline experience for customers

Weaknesses

– Brand Positioning: Brand has no recognition in the market

– Product Portfolio: Diverse portfolio, but unclear division, no key SKU orientation strategy

– Product Performance: Product is OEM from Tam Viet Group

– Place: GT channel is still limited and cannot enter MT without its own factory

– Customer Experience: There is no specific consulting process at the point of sale

Opportunities

– High market share, strong consumer demand

– Online communication to cover brand and products

– Implement attractive point-of-sale activities, discount programs, and combo purchases to attract first-time buyers and penetrate the customer’s consumption circle.

– Digital development, digital management system

Threats

– The initial market testing phase must be extremely focused to come up with a suitable transition for the next phase.

– Competitors: Competitors are all well-known and have a history in the industry, with a distribution history of more than 100,000 points of sale.

Strategic Planning

Brand Marketing Strategy

Product

– Market and trend research: Assess consumer tastes for confectionery such as nougat, sponge cake, bread, oatmeal, jelly, etc. to better understand customer needs and preferences. Research current consumer trends, including health concerns, demand for convenient and environmentally friendly products.

– Product development, product portfolio establishment:

Set up a Management Catalog including 23 Product SKUs, 8 core SKUs based on House Of Brands strategy
From there, build a set of Identity Strategy and distinct positioning for each product brand: Product collections based on festive occasions, healthy eating trends or special inspirations, such as Brands associated with Tet, Mid-Autumn Festival Collection, Products for healthy lifestyle, dieting, etc.
The strategy is to develop core products while providing funnel products to expand brand awareness and meet diverse customer needs.

Price

Take Price as the main competitive strategy.

– Set up a Low Price Strategy for each Product Portfolio, ensuring the price is appropriate to the product value but still profitable.

– Build attractive promotions, especially on e-commerce platforms to stimulate online shopping, and consider reasonable shipping costs or free shipping when reaching a minimum purchase level.

– Create special pricing policies for distributors, convenience stores and supermarkets to encourage them to promote Tam Viet Foods products.

Place

– Offline distribution channel:

Expand presence at BigC Supermarket, Vinmart, convenience stores, and local grocery stores, especially in densely populated areas
Cooperate with major distributors to ensure Tam Viet Foods products are widely available nationwide.

– Online distribution channel:

Strongly develop e-commerce channels, focusing on platforms such as Shopee, Lazada, Tiki,… to reach young customers who like to shop online
Build your own e-commerce website, offering exclusive promotions to customers who buy directly from the company’s website

– Production management: Develop effective production management strategies to ensure adequate and timely supply of products to distribution channels, especially during peak seasons.

Promotion

– Advertising and communication:

Strengthen communication campaigns on social platforms (Facebook, Instagram, TikTok) to build a youthful, dynamic and consumer-friendly brand image
Use KOC (Key Opinion Consumers) and KOL (Key Opinion Leaders) to create viral content, emphasizing the quality and deliciousness of Tam Viet Foods products.
Organize mini-events, such as product testing sessions at supermarkets, or online events such as livestream cooking with Tam Viet Foods products to interact with customers.

– Promotion program:

Encourage online shopping with discount programs and combo deals when buying in bulk
Organize loyalty programs, give bonus points or gifts when purchasing, create long-term relationships with customers
Brand events and activations: Host major events around new product launches or special holidays, incorporating interactive activities like free product trials, games and giveaways to increase brand awareness and customer engagement.