Looking at Vietnam's general picture, which is the increasing competition in the dairy market in recent years, along with the COVID waves in the past 2 years, Vinamilk is still firmly in the lead position in major industries, including the sweetened condensed milk category, Vinamik with its SKU Ngoi Sao Phuong Nam (Southern Star), followed by Hoan Hao.
In 2018, Hoan Hao – a "newbie" – was first introduced to the market with the products Sweet Condensed Creamer to customers and shop owners, and foaming Milk Targets to shop owners only. The market share has been positive since it has been launched, with very little brand communication investment.
From the end of 2020 to this year, Hoan Hao has made a significant improvement in communication in terms of investment, promising to kick-start a new growth curve for the brand. So, the task for us is to create a social campaign to get shop owners who are using Ngoi Sao Phuong Nam to switch to Hoan Hao by building brand awareness among the shop owners’ NSPN users. By doing so, it helped Hoan Hao gain market share.
To crack this brief, we have to determine whom the strategic target is and dig into their insight — putting ourselves in their shoes to understand what their hiccup is. That is the experienced shop owner who has been in the coffee shop business for a long time and the newbies who start up their own business. What we found is that experienced or not, staying profitable in this highly competitive market is not an easy task: COFFEE SHOP OWNERS ALL WANT TO SELL MORE.
Strategic Insight: Coffee shop owners want to sell more but it’s not easy to have a recipe for a drink that is tasty, trendy, unique, and hence becomes the money magnet for their shop
As a young dairy brand that provides dairy materials to these shops, Hoan Hao has little to do with ambience, brand and location. But we definitely have rooms to help the coffee shop owners improve their drinks. It firstly comes with our product offers TÔN VINH VỊ NGUYÊN BẢN - Hoan Hao helps keep the original flavours of tea and coffee, to make the perfect drink.
Hoan Hao Chatbot, hosted on Hoan Hao Facebook fan page, was created under the campaign idea of “Kế sách hút khách” in order to provide tips/recipes/services for cafe owners while offering exclusive deals from Hoan Hao. Then drive traffic to Hoan Hao eCom channel.
Role: Planning Lead
Year: 2021
Client: FrieslandCampina Vietnam
Agency: DSquare
