Vinamilk is usually one of the highest spenders among promoters In terms of business fields, fast-moving consumer goods (FMCG) is the field where marketing and promotion plays a vital role, with direct impacts on firms’ revenue and profit performance. In this field, Vietnam’s top milk company Vinamilk is taking the lead in image promotion cost. In the first half of this year, the company’s sales expenses amounted to VND5.494 trillion ($243 million), with 82 per cent of the value equal, or VND4.557 trillion ($201.6 million), going to advertising, market survey, and promotion activities. On average, Vinamilk spent more than VND25 billion ($1.1 million) each day on sales promotion, higher than in the same period of 2017. Earlier, in 2016 and 2017, the company’s sales expenses surpassed VND10 trillion ($442 million) annually. In another case, Vietnam’s largest brewer Sabeco spent VND1.170 trillion ($51.7 million) in sales expenses in the first half of this … [Read more...] about Firms spend heavily on brand promotion
VietNamNet Bridge - Businesses in Vietnam now tend to spend big money on media campaigns to polish their images, something they would not do in the past. Experts commented that Vietnamese businesses have never paid such special attention to branding like now. It was very difficult 10 years ago to persuade businesses to spend money on brand identification design. Nguyen Thanh Son, CEO of T&A Ogilvy, also said at a workshop held recently that many Vietnamese businesses thought ‘good wine needs no brush’. But nowadays, even small businesses also accept to pay money for this, since they have realized that good images and reasonable media channels will help them gain consumers’ sympathy. In 2009, ANZ, the giant in the banking sector, one of the foreign banks which first appeared in Vietnam, began renewing its brand quietly. It redesigned its logo and brand identity. Businesses in Vietnam now tend to spend big money on media campaigns to polish their images, … [Read more...] about Vietnamese businesses don’t regret spending money on branding
DHL-VNPT Express announced that it will be launching its latest branding initiative, "All the Way", highlighting the company’s key differentiators, featuring its people and pro-active service-oriented attitude to communicate the company’s personal touch in everyday situations. The campaign, expected to roll out in Vietnam from January 2007, aims to reinforce DHL’s tagline of going "All the Way" for customers by demonstrating that DHL is committed to playing an integral role in contributing to customers’ success. The campaign reinforces DHL's commitment to Vietnam and to customers in Vietnam, with the innovative new program reiterating some of the key benefits that have made DHL the leader in Vietnam's Express industry for 19 years. "For us, ‘All the Way’ means that at DHL we truly have our customers’ best interests at heart and that we will go the ‘extra mile’ to fulfill what we have been tasked to do," said Dan McHugh, Senior … [Read more...] about DHL Launch of New Regional Brand Campaign
The weak enforcement of intellectual property rights and unreasonable corporate income tax regulations have stifled the development of branding in Vietnam, says a European Commission official. Antonio Berenguer, trade counselor of the European Commission delegation to Vietnam, said the country has few brands strong enough to compete in local and international markets. Businesses will be unable to develop their brands if their intellectual property is insufficiently protected due to a lack of human resources and expertise in the government, he said at a conference in Ho Chi Minh City last week. … [Read more...] about Nascent branding industry needs support: experts
VietNamNet Bridge - Analysts have warned that strong brands may disappear once foreign investors buy into Vietnamese companies. MOIT has announced the sale of 343.66 million Sabeco shares The Ministry of Industry and Trade (MOIT) has announced the sale of 343.66 million Sabeco (Sai Gon Beer, Alcohol and Beverage Corporation) shares at the starting price of VND320,000 per share. The market value of the State’s 53.59 percent stake is estimated at VND87.4 trillion ($3.85 billion). With the share price described as ‘sky high’, the divestment deal worth VND11 trillion is reserved only for investors with powerful financial capability. With the share price described as ‘sky high’, the divestment deal worth VND11 trillion is reserved only for investors with powerful financial capability. Those making financial investments to seek profit won’t be interested in the deal because of the price. The investors interested in Sabeco shares aim … [Read more...] about What will foreign investors do with strong Vietnamese brands?