BRAND
STORY
Although the Dairy sector cooled down this year as people stopped stockpiling, TH climbed two places to secure the number two spot in ranking for both FMCG and Dairy & Dairy Substitutes sectors in Urban 4 Key cities.
TH's impressive growth is also thanks to the brand's commitment to innovation and continuous expansion of its product portfolio.
By making the bold decision to enter already highly penetrated markets, such as liquid refreshment beverages, and introducing new products that address consumers’ specific health demands, TH successfully recruited more buyers and adapted to their new needs.
Furthermore, the brand expanded beyond the Dairy sector while retaining its authenticity by consistently incorporating natural, organic ingredients with health benefits in its repertoire of new launches and existing products.
TH's recipe for success lies in the brand’s relentless efforts to innovate, to deeply understand consumer needs and to boldly explore new flavour combinations. This approach has helped the brand to capture consumer attention and establish itself as a leading FMCG brand.
Diana, the Japanese-owned hygiene and feminine care brand, grabbed a stronghold in the feminine care market in Vietnam, rising one place from last year to become the number one Health & Beauty brand in urban 4 key cities.
Since the brand was established in 1997, Diana has never stopped innovating to create products that better meet the needs of its increasingly sophisticated female consumers. Diana also consciously re-innovates, improves and tailors its existing product lines for different consumer demands and expectations.
Diana consistently creates integrated marketing campaigns that deliver empowering and relatable messages to communicate its innovations in a way that resonates with Vietnamese consumers. It drives conversations through genuinely authentic social media content and collaboration with influencers and celebrities.
Diana dominates the retail landscape in Vietnam by maintaining a strong presence across all channels, while cleverly integrating online and offline touchpoints to engage with consumers at every stage of their coming-of-age journey.
Future success for Diana will hinge on its continued ability to leverage consumer insights to inform research and developments and create meaningful connections with targeted consumers through all crucial communication and distribution touchpoints.
