Brand Success Story
Hao Hao
A homegrown hero, instant noodle brand Hao Hao has successfully preserved its undisputed leading position in the food sector in Urban 4 key cities, and climbed two places to secure the no.2 position in the food ranking for rural areas, recording impressive double-digit Consumer Reach Point (CRP) growth on both frontiers.
Despite its established presence in a large category, Hao Hao managed to gain an additional 187,800 households in Urban 4 cities, and more than one million new rural shoppers, reaching penetration of 78.9% and 65.7% respectively. The national brand remains a staple in many family meals, and expands its presence by innovating to cater to more tastes and preferences.
Recognising the growing demand for larger instant noodle packs, Hao Hao introduced its 100g pack, offering 30% more volume compared to the original 75g version. The bigger option serves as an ideal choice for quick and satisfying meals while ensuring adequate nutrition.
Hao Hao's recipe for success lies in its unwavering dedication to innovation, a deep understanding of consumer needs, and a bold approach to exploring new and diverse flavours. This strategy has enabled the brand to be more present to more people, and solidify its position.
Hao Hao has also expanded its portfolio with new offerings such as Korean Kimchi Hotpot and Seafood Stir-fry Noodles. With a commitment to offering flavour variety and product quality, Hao Hao remains a top-of-mind choice for families across Vietnam.
In addition to its product range and attractive promotions, Hao Hao also pushed its presence through its B2B promotion programmes, leveraging the power of thousands of its retailers to continue highlighting Hao Hao products on their shelves.
Dove Takes Flight in Vietnam
Dove's impressive Consumer Reach Point (CRP) growth in Vietnam’s health and beauty sector in 2023 can be attributed to attracting more buyers by increasing brand presence, together with expanding its product portfolio.
As one of Unilever’s three biggest brands, Dove successfully broadened its reach by attracting 99,217 new households in urban areas, driving an 18% CRP growth. The brand also made significant gains in rural areas, with a 1.4 point penetration increase, translating to 255,136 new households and a 13% CRP growth. This achievement can be credited to Dove’s brand and products being physically unavoidable, and its portfolio catering to more needs.
Dove strategically focused on hypermarkets, supermarkets, and minimarts, preferred by young and affluent shoppers. It also ramped up digital marketing campaigns targeting this demographic. Dove’s collaborations with Gen Z key opinion leaders (KOLs) and use of trendy language resonated with this audience. Its in-store promotions, such as cross-category bundles for both hair and skin care, also enticed consumers who can’t resist a good deal.
Dove also made great strides on the innovation front. The launch of Dove Hair Therapy, a convenient 2-in-1 conditioner shampoo, catered to busy modern consumers. The skin cleansing range also received a boost with five new shower gel variants featuring fresh branding and ingredients. The star product, Dove Sakura, offered nourishment and a delightful fragrance, while the arrival of Dove Smoothie Scrub broadened its reach in the exfoliating category. Finally, the deodorant segment saw the introduction of a serum containing niacinamide, addressing underarm brightening, nourishment, and odour prevention.
Through increasing its brand presence through targeted marketing, and expanding its product portfolio to cater to diverse needs, Dove successfully soared in Vietnam’s competitive personal care landscape in 2023, and paved the way to capture even more shoppers in years to come.
