VietNamNet Bridge – Not only popular ice cream brands which
target popular customers, high end brands have also eyed the Vietnamese market.
The landing of the big guys
Häagen-Dazs ice cream has been
developed in Vietnam by Lifestyle International JSC which opened the first shop
in district 1 in HCM City in August 2012.
With the sale price double Bud’s
and higher than the average price level of Baskin-Robbins, it is obvious that
the ice cream chain aims the high class in the society. This explains why the
interior decoration and the atmosphere in Häagen-Dazs’ shops always have
specific features.
Especially, the ice cream chain
never intends to launch promotion campaigns so as to maintain the image of a
high end ice cream chain.
Therefore, analysts think that
Baskin-Robbins, which has positioned itself in the high-end market segment,
would not be able to compete with Häagen-Dazs in the high-end market and with
Bud’s in popular market.
Vu Trong Nghia, Marketing
Director of Swensen’s Vietnam, said the chain has begun pushing up its
operation in Vietnam. The first Swensen’s shop in HCM City was opened in 2010,
while the second and third were opened in Hanoi.
Nghia said that Swensen’s
strategy is to develop at a reasonable pace, exploring the situation to find
out a reasonable business model for itself.
Have been present in Thailand for
the last 25 years already, Swensen’s network has covered all the big urban
areas of the country. The US ice cream chain also wants to repeat the success
Vietnam, therefore, it has prepared very carefully for the upcoming marketing
campaign in the country.
After two years of learning about
the market, the ice cream chain plans to expand its networks with the shops to
be located in all provinces and cities, especially in HCM City, Hanoi, Can Tho,
Hai Phong and Da Nang.
It seems that Swensen has decided
to follow a specific strategy, different from other US ice cream brands which
only focus on the southern market.
The representative of Swensen’s
Vietnam said it plans to open 30 shops in the next three years in big urban
areas of Vietnam.
Analysts think that Swensen’s has
every reason to believe in the success of the expansion plan.
Swensen’s Vietnam is put under
the management of GAMI Food, a subsidiary of a big group in the real estate and
automobile trade group. Therefore, the powerful financial capability of the
holding group would help Swensen’s effectively in seeking retail premises to
develop the shop network.
While the Swensen’s shops in HCM
City are located next to the Minh Duc Secondary School and Nguyen Thai Hoc
Primary School, the Swensen’s shops in Hanoi are also located in the areas with
high population, especially children.
Swensen’s targets medium class
clients. This can be seen in its pricing strategy: a cube of ice cream is
priced at VND35,000, which is not too expensive if compared with Bud’s, and
still lower than Baskin-Robins.
A lot of difficulties are
awaiting Swensen’s in Vietnam, even though the brand has been very succeeding
in Thailand.
Analysts say that unlike in
Thailand, in Vietnam, Swensen’s would have to compete not only with other ice
cream brands, but also with coffee brands as well. Meanwhile, coffee was not a
rival of Swensen’s, because this was not the hobby of Thai. Meanwhile, in
Vietnam, it would have to struggle with Trung Nguyen, Highlands Coffee and
Starbucks, the fellow-countryman from the US.
NCDT
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