(HCM,2010) USA! USA!
Noone will ever tell you about this one weird trait of us Vietnamese. We’re one of the proudest people on earth about our origin, being in a football stadium will give you an idea. However, when it comes to consumption, especially Dairy & Baby product, we vouch for foreign brands, USA being top of the list
Nutifood, now bigger than ever, was still a 2nd & humble dairy manufacturer in District TanBinh, Hochiminh City at that time. I joined the team as Brand Manager, working my way to Senior Brand Manager and witness Nutifood struggle to elevate their brand quality perception
Can we look more hip, more trendy more Japanese? Our CEO asked
Then we revamp our whole packaging for Nutiva, with incorporated cartoon character (think of One Punch Man and its character, now our packaging look like they walk ouf of the series). We used Cowan, one of the best design agency at the time, so the visual quality was not bad at all
Can we know what consumers perceive our quality vs others? Our CEO wondered
We worked with CBI, AC Nielsen through all kinds of research available from blind test to arrive at the ultimate truth: They perceive the brand as “trying” but “still local quality”. In their mind, Abbott from USA represented the best in class, hands down
Can we match USA quality? Our CEO ordered
One minute, Maam
It took more than 3 months to identify scope of the “Re-Brand” project, then another 2 months to source partners/suppliers that help us deliver quality committment
Through endless research, we finally found out about a Singapore-based office of a US origin quality assurance company. I booked the first, then second trip to Singapore together with Mr Viet, Marketing Director at that time.
Until now, the smell in tiny Clarke Quay Hotel still haunted me. But thanks to these trips, we were able to strike a deal between Nutifood x ABS QE
One factory visit and a few meetings later, signing ceremony happened at Nutfood office in 2010, marking another milestone in driving quality for local Vietnamese hungry for foreign touch in their food
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