DI supported a global FMCG brand manufacturer in Vietnam

• Client: a global FMCG brand manufacturer
• Country: Vietnam
• Industry: Retail of Consumer Goods

Background:

A global company in the retail sector, a brand company specializing in household products, was struggling with declining sales in a dynamic and competitive market. Recognizing the need for a renewed approach, the client sought DI’s expertise to evaluate the market landscape and identify opportunities for new business development. DI’s role extended beyond market research, focusing on redefining the client’s Unique Selling Point (USP) and developing targeted sales and marketing strategies. Through an in-depth review of the competitive environment and local distributor dynamics, DI helped the client create a robust sales plan and marketing activation strategy across multiple channels, ultimately boosting brand awareness and reversing the sales decline.

Support Overview:

DI began with a comprehensive market landscape analysis to understand evolving trends and pinpoint opportunities for business growth. The team evaluated key market movements and identified high-potential segments for the client’s product portfolio.

An in-depth review of the competitive environment was conducted, examining the strategies of key players and the role of local distributors. This analysis informed the prioritization of strategic investments, such as budget allocation, sales focus, and marketing activities.

The client’s Unique Selling Point (USP) was redefined based on consumer insights, competitor benchmarking, and market trends, ensuring differentiation and relevance in a crowded market. DI then developed a tailored sales and marketing strategy targeting all channels, including modern trade (MT), general trade (GT), and e-commerce (EC).

Additionally, DI supervised the execution of marketing activation campaigns designed to boost awareness and drive sales. This holistic approach equipped the client with actionable insights and a sustainable growth roadmap.

Image: excerpt from DI project work