Mondelez Kinh Do—a strong Tet campaign ahead

December 30, 2017 | 08:00
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There are only two months left before Tet. This is the peak season for fast-moving consumer goods (FMCG) segment, including biscuits and cakes. All businesses in the snack market are entering the race to meet the consumption demand of the biggest festive season of the year. As the market leader, Mondelez Kinh Do is planning a strong Tet campaign around Kinh Do’s traditional and new products to capture this blooming festive consumption.
mondelez kinh do a strong tet campaign ahead
Mondelez Kinh Do is preparing to sweep customers off their feet during this Tet holiday

Vietnamese consumers like to celebrate and give presents. It is observed that gifting is getting stronger in new occasions like Christmas and Valentine’s Day, and contributes to 40 per cent of biscuits and cake pie revenue in urban markets (including four key cities: Hanoi, Ho Chi Minh City, Danang, and Can Tho) and 51 per cent of biscuits and cake pie revenue in rural markets during Tet, according to Kantar Worldpanel.

Targeting the growth of the gifting business in Tet, Mondelez Kinh Do carefully surveyed the local market, developing an understanding of consumers and helping them create moments of joy through gifting.

Vietnamese consumers prefer packaging designs during Tet that invoke good luck and health. Therefore, Mondelez Kinh Do offers gift hampers in various sizes and pays high attention to detail with beautiful packaging designs to show care and make people happy.

mondelez kinh do a strong tet campaign ahead

Continuing the “See Kinh Do, feel Tet” marketing campaign and launching new products under the LU, COSY, SOLITE, OREO, AFC, and SLIDE brands, Mondelez Kinh Do’s product portfolio will meet the needs of all consumers across the premium to mainstream and affordable products this year. Serious attention is also paid this Tet to enhance product visibility and availability.

Mondelez Kinh Do’s aim is to become the best snack company in Vietnam, and that means growing its business, growing its people, and growing its reputation.

After M&A, Mondelez Kinh Do combines the best of both parties: Kinh Do’s great portfolio of local brands with Mondelez’s repertoire of global brands and Kinh Do’s distribution capabilities with Mondelez’s commercial and marketing knowhow. This has allowed Mondelez Kinh Do to expand both in modern and general trade with the best portfolio in the industry.

Laying on such firm foundations, Mondelez Kinh Do continues to pursue the vision of creating moments of joy, building its brand muscle through three strategies: contemporising the iconic brands, innovating into white space, and executing selling ubiquity (being everywhere).

The company is now the market leader in biscuits with the OREO, LU, AFC, COSY, and SOLITE brands, as well as in mooncake and packaged bread with Kinh Do. These brands are a great heritage that is famous across many generations and is part of people’s lives by consistently creating moments of joy anywhere, anytime. One of the best innovations have been the launch of LU cookies in Vietnam, a brand created in France in 1846.

Mondelez Kinh Do products are already available at more than 300,000 stores, but the efforts to increase the distribution network will never end. The company’s snack products will be available everywhere from grocery shops to entertainment venues or travel locations by supporting distributors and retailers with strong programmes.

Setting the priority on growing its reputation and ensuring quality and food safety in line with Mondelēz International’s standards, Mondelez Kinh Do has made significant investments to upgrade its two factories and ensure the safety of its workers.

As a result, the two factories have passed various internal audits with good rating and have received an ISO certification for world-class safety and quality. Mondelez Kinh Do has also expanded its capacity to serve ASEAN markets, including the new plant in Hung Yen with a new Halal certified production line.

Mondelez Kinh Do plans to pull all the breaks during the Tet campaign ahead.

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By By Phuc An

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