HUDA Rebranding and market expansion in Vietnam
Problem: Huda, Carlsberg’s main local beer brand, which has a large market share in major parts of the Vietnamese market (Asia’s No 3 beer market after China and Japan) had to be updated to strengthen it’s positions in competition.
Solution: Brand development and renewal was a 360 marketing plan that focused on developing an evolutionary but more modern packaging design, creating an identity structure (Visual ID) that emphasized authenticity, uniqueness and pride in the central part of Vietnam, launching the new Huda Gold, which is a premium version of the brand. The increase in market share was made by the decision to enter the neighboring market – one of the six major cities in Vietnam – Denmark, which is assessed as an underestimated market for the Huda brand. In practice, a strategy of selective geographical expansion and portfolio architecture was applied, which ultimately increased the share from 0% to 21%.
Result: Huda’s market share in the center of Vietnam became prominent, brand loyalty, consumption and image attributes increased, PR campaign was loved by consumers, updated packaging has already been used for 7 years. Newly built distribution in Danang city (Central Vientam) became 3rd biggest for the brand.