Opening 2025 with awards for brand, innovation, and creativity, Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, shared about the transformation process that the billion-dollar brand has been vigorously implementing in the past year. BAC A BANK continues to win the Vietnam Gold Star Award in 2024, affirming the reputation of an enterprise with more than 30 years of development with a stable growth rate, along with positive contributions to the community and society. On the morning of January 8, at the Government Headquarters, General Secretary To Lam attended and directed the National Online Conference summarizing the work in 2024, deploying the tasks in 2025 of the Government and local authorities organized by the Government. BAC A BANK continues to win the Vietnam Gold Star Award in 2024, affirming the reputation of an enterprise with more than 30 years of development with a stable growth rate, along with positive contributions to the community and society. Opening 2025 with Awards for brand, innovation, creativity, Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, shared about the transformation process that the billion-dollar brand has been strongly implementing in the past year. On the morning of January 8, the Department of Preventive Medicine released information about the situation of human pneumonia virus (hMPV) in China and said that the World Health Organization recommends that member countries maintain surveillance of respiratory pathogens... Through camera traps, the authorities recorded a family of 3 bears in the forest in Quan Hoa district, Pu Hu Nature Reserve. This is an endangered wild animal. Vang Danh Coal Joint Stock Company - Vinacomin. Address: 969 Bach Dang Street, Quang Trung Ward, Uong Bi City, Quang Ninh Province wishes you a happy new year 2025! General news of the Ethnic and Development Newspaper. This afternoon's news on January 7, 2025, has the following notable information: The art of lion, unicorn, and dragon becomes a national intangible cultural heritage. Going to the highland market. The person who preserves the soul of San Diu ethnic culture. Along with other news in ethnic minority and mountainous areas. The cultural life and spiritual beliefs of the Cham Hroi community (a branch of the Cham ethnic group) in Van Canh district, Binh Dinh province have their own characteristics with diverse and rich folk songs, folk dances, folk music, traditional festivals such as: Rain-praying ceremony, Sun-Moon festival, Head-pouring ceremony, New Year festival, Village god worship ceremony... In addition to crops that have been put into production by people for a long time such as custard apple, grapefruit... in recent years, some communes in Chi Lang district, Lang Son province have developed a model of growing tangerine trees and initially brought high efficiency. From a place with many difficulties, the villages and hamlets in ethnic minority areas in Kon Tum province are changing day by day, the lives of ethnic minorities are increasingly improving. These results are thanks to the drastic participation of the entire political system in implementing Directive No. 12-CT/TU, dated February 18, 2022 of the Standing Committee of Kon Tum Provincial Party Committee on "Strengthening the leadership of Party committees at all levels in building new rural villages (NTM) in ethnic minority areas in the province" (Directive No. 12). It is not known when the craft of weaving bamboo mats in Hamlet 4, Long Tri A Commune, Long My Town, Hau Giang Province began. We only know that it has been passed down for many generations from grandfather to father, father to son, and then to grandson, and has lasted until now. On the journey to find the ancient beauty of the Mekong Delta, we had the opportunity to come here to rewrite the story of a famous craft village for a hundred years. Tran Phu fishing village is located right in the center of Phu Quoc City (Kien Giang Province). Although it is a "fishing village in the city", this place still retains its inherent, idyllic beauty with charming blue beaches and simple, rustic people attached to the fishing profession.
Recently, Ho Chi Minh City honored 29 enterprises with the 5th Ho Chi Minh City Golden Brand Award - 2024. Of which, Vinamilk was honored as the Golden Brand, 5 consecutive years, and was also honored in the Sustainable Brand category. Previously, Vinamilk also received 2 first prizes at the Van Xuan Awards for innovation in advertising and communication for the categories of commercials (TVC) and the campaign to launch Vinamilk Green Farm Fresh Milk.
Opening the spring of 2025 brilliantly with awards for brand and creativity, Mr. Nguyen Quang Tri, Marketing Executive Director of Vinamilk, shared about the strategy, how the business innovates its brand as well as outstanding campaigns in 2024.
After more than a year and a half of “reinventing itself”, what are the core factors that have helped Vinamilk successfully reposition its brand? What criteria does the company set for its brand renewal journey?
Mr. Nguyen Quang Tri - Vinamilk Marketing Executive Director: The core factor that helps Vinamilk successfully reposition the brand is that all creations and innovations have the sole destination of serving consumers - "For customers" with the mission of "care". This is Vinamilk's legacy on the path of formation, existence and development for nearly 50 years. We take care of many generations of consumers with high-quality nutrition, that is something that has not changed. Now, we continue to innovate to upgrade and expand product lines to suit more consumer groups, as the trend of personalization is increasing. And "care" is always there and is spreading more and more.
Therefore, the criteria for Vinamilk's repositioning strategy this time also revolve around this core mission. We reposition the brand with the criteria: Repositioning to suit the new generation of consumers with a brand identity that brings new, youthful energy. Repositioning for a global vision and choosing the "international class" positioning to emphasize to consumers that Vinamilk products can completely compete with the world's leading brands.
At the same time, we repositioned ourselves to stand out and be different. Abandoning the familiar image of a grass field to a simple design style, using strong visual effects through strong primary colors is a bold move. This is also a highlight and difference so that consumers have a stronger impression of the brand.
Vinamilk's rebranding balances traditional and modern, nostalgic and progressive; bold yet warm; and Vietnamese and global.
How have these changes impacted the brand value of businesses? What do you think innovation means to brands and consumers?
Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk: According to a survey conducted by Ipsos - the world's third largest market research company, headquartered in France, in 2024, 73% of consumers commented that the Vinamilk brand is innovative and creative, while 58% appreciated the brand's premium quality. Both of these important indicators have increased significantly compared to the pre-repositioning period. This is a very positive initial result and is in line with Vinamilk's strategic direction.
For brands, innovation is a very meaningful measure. Because this is not only public recognition, but also a “vital ability” of the brand. Only by constantly innovating and creating can we build strong, long-lasting brands that develop sustainably. In the context of an increasingly changing market, if we do not innovate and innovate quickly, we may lose our position.
With Vinamilk's nearly 50-year journey, present in 62 countries, we also clearly see that innovation and creativity will help increase the value of domestic goods and services and expand exports, enhancing the competitive advantage of businesses and Vietnamese brands in the international market.
So how should the role of innovation and creativity for brands be understood in the current new context, sir?
Mr. Nguyen Quang Tri - Vinamilk Marketing Executive Director: In the current context, talking about innovation is not just about advertising and communication ideas, but also needs to go further and deeper. An example is the Vinamilk Green Farm fresh milk product launched in early 2024 with the advertising film "Utopia" which has a completely different path. We slowly tell the story to create a line of vacuum-packed milk products from this ecological farm. Next is the multi-sensory exhibition "Taste Journey", to touch the emotions of consumers, not just stop at product experience.
Not stopping at media campaigns, Green Farm fresh milk is a product that Vinamilk has invested in many advanced technologies that have never been seen before in Vietnam such as vacuum milk, Ultrafiltration to truly create breakthroughs in product quality. In fact, the success is not only in the campaign, the award-winning advertisement (TVC) but Green Farm fresh milk has had a "brilliant" year with impressive growth.
Consumer demands are getting higher and higher, requiring brands to constantly innovate for the better. For Vinamilk, in addition to creativity, the spirit of “raising the bar” is an extremely important factor in the brand innovation process that we are implementing, to always bring customers better and better products and services.
Along with the change in brand identity, what new things does Vinamilk continue to have to conquer consumers in the coming years? Or in other words, what can consumers expect from the “new world” of the dairy giant Vinamilk?
Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk: July 2023 marks a milestone for Vinamilk's strong restructuring, by launching a new brand identity. Up to now, almost all of Vinamilk's products have been "renovated" as well as constantly improving quality, applying new technology to create breakthroughs for the products. More than 125 products have been innovated in one year. We are striving so that every time consumers come to Vinamilk, they will always have surprises.
Besides developing and launching new products, Vinamilk also communicates to persuade and guide consumers to expand the purpose and occasion of using the products creatively such as mixing, cooking, etc.
At the same time, promote personalized products to meet the specific nutritional needs of consumers such as high-protein nut milk, high-protein lactose-free fresh milk, nutritional milk for the elderly, high-nutrition soft drinks, hydrolyzed collagen supplements, etc.
Equally important is the user experience from offline to online. Vinamilk will continue to innovate the way it interacts, connects with users on multiple platforms, multi-touch points and personalizes in a more youthful way, bringing a breath of modern lifestyle but still accompanying loyal consumers.
As a Vietnamese National Brand and Ho Chi Minh City Golden Brand, what is Vinamilk's message for development in the new era?
Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk: Vinamilk has always set its mission as "caring" for a Vietnam that is rising in the new era.
We believe that everyone has the right to access high-quality, world-class nutrition to care for themselves and their loved ones. Vinamilk is striving to bring high-quality, world-class nutrition products to consumers in Vietnam and wherever we are in the world, in any income segment or age group.
The value of brands will also contribute to the overall national brand. Especially brands that have the ability to lead and create trends. In the era of rising up, I believe that there will be more Vietnamese brands reaching out to the world that are not only brave but also full of identity.
If you ask him what are the 3 keywords that businesses need to equip themselves with to adapt, innovate and develop sustainably, what are they?
Mr. Nguyen Quang Tri - Marketing Executive Director of Vinamilk: The three keywords that Vinamilk chose are: For customers, Always progressive and Determined.
Thank you sir!
Source: https://baodantoc.vn/vinamilk-opens-in-2025-with-awards-on-brand-renewal-innovation-1736333025678.htm
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