Dai Hung Food’s brand development strategy aims to increase recognition and revenue, focusing on premium Dimsum quality, packaging innovation, and promoting multi-channel marketing within 12 months.
Introduction
✪ Project: New brand development strategy
✪ Brand: Dai Hung Food
✪ Field: Cuisine
✪ Implementation time: 12 months
Background
Dimsum Dai Hung – a high quality culinary brand in Vietnam, providing Dimsum products produced directly from the factory.
Dai Hung Food focuses heavily on Dimsum products (dumplings, wontons, dumplings, meatballs, soy sauce chicken feet, Hong Kong spring rolls, etc.) and products serving daily meals such as ham, sausages, meatballs and moon cakes.
In the journey of constantly improving the quality of life, Dai Hung Dimsum has become a trusted companion of every Vietnamese family. With the desire to bring delicious, nutritious and convenient meals, Dai Hung Food constantly innovates and creates unique Dimsum products with rich traditional flavors. Understanding that mission, SEFA Media has accompanied Dai Hung Food to help launch and develop new brands, enhancing brand value to consumers.
Objective
General objective:
- Building and communicating brand positioning
- Having a feasible and clear brand development roadmap for each stage helps increase recognition to the target audience.
- Increase sales revenue.
Brand Analysis
Competitor Research
Cau tre
Product: Rice, Spring rolls, Dimsum, Oolong tea, Processed meat, Pork rolls – Fish rolls, Rice paper & Vermicelli
=> Packaged frozen products, diverse. Products are manufactured with guaranteed hygiene quality, Korean technology.
Place
- Direct: Online distribution through CJ’s website and e-commerce platforms such as Shopee, Lazada, Tiki, etc.
- Indirect: widely distributed in major supermarkets nationwide such as Big C, Coopmart, Vinmart, etc.
At grocery stores and small supermarkets nationwide.
Exported to more than 50 countries: France, Germany, USA, Australia, Japan, Korea,…
Price
Rice: 26k
Spring Rolls: 45k – 70k
Dimsum: 33k – 83k
=> Cheap, affordable price segment, suitable for all audiences
Promotion
Advertising: television, newspapers, internet.
Promotion: discount, gift, minigame to give away products on Tet holiday
Lucky draw
Minigame gives gifts when shopping on Shopee and Lazada
=> Diverse programs, attracting customers
Communication
Website: Cau tre is featured on CJ Food’s general website.
- Full brand and product information, beautiful images.
- Fast loading speed.
Social: Cau tre has a fanpage on Facebook to interact with customers.
- Neat, eye-catching, invested identity
- E-commerce platforms: Shopee, Lazada, Tiki.
Strengths
- Good product quality, clear from product to distribution
- Price is in the low price segment, easy to own
- Distribution system spreads across the country from urban to rural areas.
- Effective trade promotion activities
Weaknesses
- Not much focus on online marketing
- Marketing strategies have not had many breakthroughs to attract customers.
Bamboo Dimsum
Product: Shrimp dumplings, scallop dumplings
- Shrimp and pork meatballs, money sticky rice meatballs
- Soy sauce chicken feet
- Rice rolls
=> With strict and harsh food safety and hygiene quality control conditions according to international standards.
=> The product is sold in packaged form and is ready to eat at restaurants.
Place
- More than 15 stores are currently present in the Foodcourt area in shopping centers such as Big C, Lotte, AEON, Crescent Mall, Vincom, Bitexco, Diamond, Nowzone in major cities such as Ho Chi Minh, Hanoi, Binh Duong, Nha Trang, Vung Tau.
- Online channels: Website, Fanpage, ShopeeFood
- Packaged products are distributed in supermarkets, stores, etc.
Price
39,000 VND – 42,000 VND/portion.
=> Low price segment
Promotion
PR: appear on electronic newspapers, toplists of food and restaurant reviews
Promotions
– Free drink upsize every Tuesday at the store.
– Give away products on holidays
– Lucky money on Tet
=> Many promotions to attract customers, mainly in-store promotions.
Strengths
Product quality guaranteed safety
Low price segment
Large distribution and restaurant system
Weaknesses
Unprofessional and unsystematic communication activities
Source of growth
| Potential customers | ||
| Gender | Both | Female |
| Place of residence | Hanoi, HCM | Nationwide (frozen food after MT run) |
| Age | 18 – 25 | 30 – 45 |
| Income range | B+ | A |
| Consumer insight |
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| Why consumer purchase your product/ service |
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| Expected Attitude |
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| Expected Activities |
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SWOT
| S | W |
| – Product Quality: Imported raw materials, the best quality on the market. Spices & flavors refined by top chefs
– Technology: High-capacity production line & technology, meeting market demand |
– Brand Communication: Running multiple channels but not investing in content or orientation for each channel
– Product Concept: Not yet able to demonstrate Hong Kong standard positioning – Product Packaging: Simple packaging, not impressive and not showing brand positioning |
| O | T |
| – Large market size: Consumer demand is increasing due to young population and increasing per capita income.
– The development of modern retail: Supermarkets, convenience stores, and shopping malls are increasingly popular. – E-commerce: E-commerce platforms are growing strongly, creating new sales channels for businesses. – Place: Target MTs to distribute products nationwide – Product Packaging: change packaging to paper bags or environmentally friendly materials – Product Portfolio: Offer a variety of product weights for customers to choose from. – Promotion: Implement sales promotion activities |
– High competition: Many domestic and foreign enterprises participate in the market
– Supply chain disruptions: Affected by the pandemic and other factors – Commodity price management: Difficulty in controlling prices due to market fluctuations |
Strategy -> Brand Strategy, Marketing Strategy
Brand Strategy
Brand Positioning: Dimsum Dai Hung – the quintessence of Hong Kong cuisine
Brand Attributes
- Fresh, safe, direct from the factory
- Standard
- 5 star class
- International quality
- Convenient
Chiến lược Marketing
Product:
Simple packaging, not impressive and not showing the brand positioning, as well as the value of “Hong Kong” => Change the product packaging and bag identity to be professional and standard in positioning
Price:
Dimsum Dai Hung’s pricing is in the high segment compared to the general level of competitors in the market to create a premium position.
Promotion: Online
- Coverage on online platforms to increase strong recognition: Website, Facebook, Tiktok
=> Run multi-channel content to reach a variety of customer files but do not have an effective content strategy or channel management
=> Multi-channel content strategy, focused on images. Content and promotional articles, customer feedback. Website updated with news, brand activities
Campaign
Phase 1: Base
– Build overall marketing strategy;
– Build brand positioning based on identified outstanding brand characteristics;
– Building core brand platforms;
(Brand story, brand identity, …);
– Prepare resources for communication activities.
– Create large, medium and small promotional programs throughout the year
Phase 2: Launching
– Research customer insights, attract customers to interact with products;
– Build trust in product quality and brand reputation;
– Maintain interaction with existing customer groups
– Access products to MT channels to expand the file in terms of market size
– Promote outreach activities.
– Promote Brand Activation and promotion activities on MT channels
(An Nam Market, Hao Chi)
Stage 3: Consideration & Conversion
– Evaluate and optimize conversion impact activities;
– Spread and enhance love for branded products;
– Customers introduce products and services to friends, relatives and partners;
– Develop customer files from the experience journey with the brand.
Result
Running
