The brand was formed from the aspirations of 4 international students in the agricultural sector, the main product is Deer Antler Bird’s Nest, which is exclusive on the market. Regarding the Bird’s Nest industry, it has always maintained its position in the market because it is a product line that focuses on the factor that people care about: health.
Introduction
✪ Project: Brand Story Communication of 4 young farmers with the aspiration to elevate local agricultural products
✪ Brand: The Moshav Farm
✪ Field: Food
✪ Implementation time: Consulted
Background
– The market trend is gradually expanding from going through distributors to selling directly to consumers from the factory through the form of E-commerce
– Problems & Difficulties
- Brand coverage is not strong yet
- Brand content is not yet in sync and the Brand concept is not unified, and a specific goal has not been determined through communication campaigns.
Objective
– Business Objective:
- Value sales growth in 2024 reaches 25 billion
– Marketing & Communication Objective (Change in Behavior):
- Product brand awareness, pioneer in the product of Bird’s Nest combined with Deer Antler
- Changing perceptions of Bird’s Nest as a popular product in improving health for a variety of people
- Taking market share from leading competitors in bird’s nest with pioneering products
- Increase the frequency of product usage of the customer group that has purchased the product
Brand Analysis
Source of Growth
- CG1: Office workers (Shopper & Consumer) (70%)
- CG2: Elderly (Consumer)
SWOT
| Strength | Weakness |
| – Brand Story: Unique brand story, noble mission and inspiration to create emotions for product consumers
– Product: Pioneer in bird’s nest products combined with deer antlers, creating the product’s USP – Product Portfolio: Diverse product portfolio with many products, many unique products that are not popular on the market |
– Brand Communication: Good story and attention from the media but not yet utilized to turn into media power
– E-commerce: Not making good use of the strong E-commerce market to sell products |
| Opportunity | Threat |
| – International export and reception, good signal from international
– The health situation in Vietnam shows signs of decline from young people, so natural health-improving foods are the top choice. |
– Spontaneous development, so the market has too many competitors selling poor quality products, not strictly controlled and managed by the state |
Strategy -> Brand Strategy, Marketing Strategy
Brand Strategy
Brand Positioning: Popularizing local agricultural products
Brand Attributes
- Intimacy
- Nature
- Rich in nutrients
Brand Image: South Central farmers endure the heat on the way to revolutionizing local agriculture
- Brand story:
- Storyline: Community and social mission
Marketing Strategy
Product
- Build product brand stories, convey stories through campaigns targeting specific audiences
- Product penetration into international market is China
- Create gift sets for Mid-Autumn Festival & Tet
Price
- Pricing strategies for distributors and agents to scale up development
- E-commerce Pricing Strategy for D2C Business Operations
Place
- Develop direct-to-consumer retail to maximize profits with E-commerce
- Expand GT distribution system nationwide
- Penetrate MT channel system to increase brand coverage
Promotion
- Media & Advertising: Focus on spreading, corporate brand stories and product brands, community models
- A 2-day farm experience program
