6 januari 2025
Insights & Strategy
Strategic guidance for Up in Vietnam
Brand research paper
Denise van de Wal
539031
5467 words
,Executive summary
This research matters because it addresses the challenge of introducing a new brand, Up,
into the competitive Vietnamese baby formula market. Understanding the cultural
preferences of Gen Z mothers in Vietnam is essential for establishing brand awareness
and differentiating Up from local and international competitors. The insights gained can
guide strategic decisions in positioning Up effectively and building brand recognition.
The research involved an internal and external analysis. It also examined Hofstede's
cultural dimensions to understand cultural factors such as family values, hierarchy and
openness to new products. Additionally, the behaviors, preferences and values of Gen Z
mothers in Vietnam, who prioritize health, transparency, sustainability and family, were
explored. Local shopping habits and digital consumption patterns were also considered.
The findings show that Vietnamese Gen Z mothers value health, nutrition and family care.
They are drawn to trusted Western brands like Up, especially when these brands
emphasize transparency and social responsibility. Highlighting Up's Dutch heritage, child
nutrition expertise and commitment to sustainability will help build trust. Additionally,
focusing on family-centric values, such as nurturing and growth, will resonate with
Vietnamese cultural norms.
In conclusion, Up’s success in Vietnam depends on combining Dutch expertise with local
values. By positioning the brand as a transparent, socially responsible partner in child
development, Up can connect with its audience. Adapting to cultural expectations and
aligning messaging with Vietnam's emphasis on family and well-being will help Up
establish a strong presence in the market.
1
, Table of contents
Executive summary .............................................................................................................................................1
Introduction...........................................................................................................................................................3
Strategic brand design canvas .........................................................................................................................4
Organization & core qualities .........................................................................................................................4
Main Question....................................................................................................................................................4
Research Goal ...................................................................................................................................................4
Internal analysis...................................................................................................................................................5
Brand Purpose ...................................................................................................................................................5
Vision ..................................................................................................................................................................5
Mission ................................................................................................................................................................5
Core competencies and values .....................................................................................................................5
FrieslandCampina as the foundation for Up ................................................................................................5
External analysis ..................................................................................................................................................6
Hofstede and Up in Vietnam ...........................................................................................................................6
Summary of Hofstede and Up in Vietnam ....................................................................................................7
Target audience................................................................................................................................................7
Connection between Brand Identity & Organizational Identity .................................................................9
Social Identity & Social learning .....................................................................................................................10
Brand Strategy & Positioning...........................................................................................................................12
Brand Coding Canvas .......................................................................................................................................13
Corporate Social Responsibility ....................................................................................................................13
Cause................................................................................................................................................................14
Communication ..............................................................................................................................................14
Channels ..........................................................................................................................................................15
Content.............................................................................................................................................................15
Communities ...................................................................................................................................................16
Co-creation .....................................................................................................................................................16
Financial prognoses ..........................................................................................................................................17
Opportunities for improving budget effectiveness ...................................................................................18
Considered but not included ........................................................................................................................18
Sources .................................................................................................................................................................19
Appendices..........................................................................................................................................................21
2
Insights & Strategy
Strategic guidance for Up in Vietnam
Brand research paper
Denise van de Wal
539031
5467 words
,Executive summary
This research matters because it addresses the challenge of introducing a new brand, Up,
into the competitive Vietnamese baby formula market. Understanding the cultural
preferences of Gen Z mothers in Vietnam is essential for establishing brand awareness
and differentiating Up from local and international competitors. The insights gained can
guide strategic decisions in positioning Up effectively and building brand recognition.
The research involved an internal and external analysis. It also examined Hofstede's
cultural dimensions to understand cultural factors such as family values, hierarchy and
openness to new products. Additionally, the behaviors, preferences and values of Gen Z
mothers in Vietnam, who prioritize health, transparency, sustainability and family, were
explored. Local shopping habits and digital consumption patterns were also considered.
The findings show that Vietnamese Gen Z mothers value health, nutrition and family care.
They are drawn to trusted Western brands like Up, especially when these brands
emphasize transparency and social responsibility. Highlighting Up's Dutch heritage, child
nutrition expertise and commitment to sustainability will help build trust. Additionally,
focusing on family-centric values, such as nurturing and growth, will resonate with
Vietnamese cultural norms.
In conclusion, Up’s success in Vietnam depends on combining Dutch expertise with local
values. By positioning the brand as a transparent, socially responsible partner in child
development, Up can connect with its audience. Adapting to cultural expectations and
aligning messaging with Vietnam's emphasis on family and well-being will help Up
establish a strong presence in the market.
1
, Table of contents
Executive summary .............................................................................................................................................1
Introduction...........................................................................................................................................................3
Strategic brand design canvas .........................................................................................................................4
Organization & core qualities .........................................................................................................................4
Main Question....................................................................................................................................................4
Research Goal ...................................................................................................................................................4
Internal analysis...................................................................................................................................................5
Brand Purpose ...................................................................................................................................................5
Vision ..................................................................................................................................................................5
Mission ................................................................................................................................................................5
Core competencies and values .....................................................................................................................5
FrieslandCampina as the foundation for Up ................................................................................................5
External analysis ..................................................................................................................................................6
Hofstede and Up in Vietnam ...........................................................................................................................6
Summary of Hofstede and Up in Vietnam ....................................................................................................7
Target audience................................................................................................................................................7
Connection between Brand Identity & Organizational Identity .................................................................9
Social Identity & Social learning .....................................................................................................................10
Brand Strategy & Positioning...........................................................................................................................12
Brand Coding Canvas .......................................................................................................................................13
Corporate Social Responsibility ....................................................................................................................13
Cause................................................................................................................................................................14
Communication ..............................................................................................................................................14
Channels ..........................................................................................................................................................15
Content.............................................................................................................................................................15
Communities ...................................................................................................................................................16
Co-creation .....................................................................................................................................................16
Financial prognoses ..........................................................................................................................................17
Opportunities for improving budget effectiveness ...................................................................................18
Considered but not included ........................................................................................................................18
Sources .................................................................................................................................................................19
Appendices..........................................................................................................................................................21
2
