CENTRAL HUB OF VIETNAM

MARKETING & COMMUNICATIONS INDUSTRY

HANDS-ON TRAINING | INDUSTRY NETWORKING | GLOBAL EXPOSURE

VINASOY CHALLENGE
OVERVIEW
Vinasoy is a leading soymilk manufacturer in Vietnam with its popular
brands such as: Fami & Vinasoy, Fami Go. Vinasoy has been dominating
Soymilk market with more than 84 % market share. The company leader
is optimistic to achieve 1 bil USD revenue in the next 10 years.

According to Kantar, Fami has been constantly listed in top 10 dairy & non
dairy brands both at Urban and Rural.
PORTFOLIO

Fami Go
Fami Canxi & Original
Target: Youngsters,
Target: Famly
Students, workers

Vinasoy Fami Kid

Target: women Target: Kids
BUSINESS CHALLENGE
1. Source of growth
Vinasoy’s annual growth reached impressively 2 digit number
during 2015-2017 but has showed the signal of slow-down in
recent years due to its intense competition coming from
soymilk’s substitute, namely dairy milk.

Due to its dominant market share (84%), it’s challenging to

continue gaining share from soy milk competitors. It’s time to
figure out new source of growth for Vinasoy to aim to 1 bil
USD target.

- Identify 1 source of growth for Vinasoy, generate 1 idea of Product

innovation (new soymilk product) or Communication (for existing
products) and create IMC plan for Vinasoy to increase revenue.

- Budget for IMC plan: 40 bil VND

(see some hints in the next slide)
 CRITERIA

• Analyse 4Cs & business challenge🡪 identify source of

growth (20%)

• Generate 1 idea (product innovation or communication) to

increase sale revenue (30%)

• IMC plan (Big idea, message & execution plan) (50%)

 Soymilk Consumption
FURTHER INFORMATION
1. Branded soymilk products accounts for 32%-35% of total
current soymilk consumption. The rest is occupied by
unbranded, street & homemade soymilk.

1. The major consumers of soymilk in Vietnam are women.

They find soymilk good for their skin and health thanks to its
isoflavones and protein-rich nature. In contrast, Vietnamese
men rarely drink soymilk due their perception that soymilk is
a feminine product.

1. Vietnam ranks third globally in terms of soymilk

consumption, behind China and Thailand, according to a
Nielsen study in 2014. However, Vietnam’s soymilk
consumption per capita at nearly 7 liters per year
(estimated), which is largely similar to China, Malaysia,
Taiwan and Hong Kong, but considerably less than Thailand
and Singapore. This indicates that while total soymilk
consumption in Vietnam still has headroom to grow further.