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
AGENDA

I. INTRODUCTION
 Fruit sector and Hoa Loc mangoes
 Problem statements
 SOHAFARM introduction

II. LITERATURE REVIEW

III. RESEARCH METHODOLOGY
 Data collecting
 Conducting survey
 Interview

IV. ANALYSIS AND FINDINGS

V. RECOMMENDATION & CONCLUSION
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).
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..
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.
LITERATURE REVIEW
Brand strategy process
• 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
Source: VietnamMarcom
Longman.
RESEARCH METHODOLOGY

Problem
statements
Literature reviews

Research methodology

Data collection

Primary Data Secondary

Data
Survey In-depth interviews
Questionnaires

Data analysis

Recommendations and
RESEARCH METHODOLOGY

• Data collecting:
 Primary Data: Questionnaires, Interviews
 Secondary Data: We use the MARD’s report. The research from
GTZ, UNDP, OECD, SOFRI, VINAFRUIT and others are the
main sources of information
• Qualitative and quantitative research:
Method Parties Purpose Technique Result

Qualitative Experts in How Hoa Loc mangoes build Interview Quotation and
marketing brand strategy/ their experience analysis
and fruit/ in fruits, their forecasting about
CEO of Hoa Loc mangoes in the market
SOHAFARM
Quantitative Customers Data collection & analysis Questionnaires Excel and
Customer expectations/buying SPSS analysis
behaviors
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, and
traditional 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
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…
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 Price acceptability per one kg/out-of-harvest

on-of harvest, and out is around 6% 3%

25,000VND to 30,000 VND. 11% o Below 20,000 VND/kg

– 78% consumer buy 1 kg to 2kg for 34% o 20,000-25,000 VND/kg

one time, and the budgets from o 26,000-30,000 VND/kg

20,000 VND to 50,000 VND/one
time. o 31,000-35,000 VND/kg

46% o Above 35,000 VND/kg

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 0%
9% Brand sw itching behaviours
23%
Loc mangoes in the fruit shop,
they will choose other fruit (31%)
and buy other mangoes (36%). o Do not buy

o Find another place

o Buy another mangoes

29%
o Buy another fruit

39% o Don't know

ANALYSIS AND FINDINGS

• Brand positioning:
– Most of consumer think Hoa
Loc mangoes sweet, but if
comparison with Thailand
mangoes, It have more
sweet-smelling than Thailand
mangoes.
– The attributes of Hoa Loc
mangoes is nutrition, sweet
smelling, pulp.
ANALYSIS AND FINDINGS
Mangoes' food processing

• Brand strategy: 2%
9% 11%
4%
– Consumer expect Hoa Loc o Cakes
o Candy
mangoes must build the brand o Fruit juices
o Jam
name. (the signal commit quality 29%
o Desiccation

for consumer buying). o Flavouring (industry)

38% o Other

– Beside Hoa Loc mangoes eats 7%

ripening, 63% of interviewees
Benefits of building brandname
think that it should makes food
processing. o Easy identified

2%
– Brand strategy must be both 21%
o Avoid confusedness
26%
category: fresh fruit and food o Know ing original
processing. product
o Do not w orry about
price
15% o Take time to buy

21% o Other
15%
ANALYSIS AND FINDINGS

• Brand plan: • Quality control process

• Packaging strategy

• Fluctuation price should be

within 10,000 VND for in and out
of harvest
MARKETING
PLAN
• Reducing middle channel, direct
distribution to fruit shop,
supermarket, traditional market

• Brand identity design

• Focusing on point-of-purchasing:
shop design, banner…
ANALYSIS AND FINDINGS
Brand images of Hoa Loc mangoes
• Brand equity:
40
– Building Hoa Loc mangoes 30
become the premium mango. 20
10
– Keeping the brand perceived 0
through quality control.

ium
um
– Building loyalty through food

mi

em
pre

Pr
t
No
processing and fresh fruit.
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.
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.
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 and
farmer.
– Organizing international trade fair in Vietnam to promote
agricultural products.
• Customer aspects
– Satisfying demand and safe through buy brand
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.
CONCLUSIONS (cont)

• Limitations:
– The mangoes’ statistics are very limitation, and information’s 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.
 THANK YOU VERY MUCH !
Picture 3