Vinamilk has been in the top most chosen brands in Vietnam for 3 consecutive years.

(Baonghean) - On May 24, 2017, Kantar WorldPanel released its 5th annual Brand Footprint report. Vinamilk is in the top 3 manufacturers with the most purchased brands in all 4 cities and rural areas of Vietnam. This is the 3rd consecutive year that Vinamilk has left a deep brand impression in the hearts of consumers.

Mr. David Anjoubault, General Director of Kantar World Panel, awarded the certificate of “Vietnam's No. 1 Brand” to Mr. Phan Minh Tien - CEO of Vinamilk. Photo: Hoang Hao

Ranked in the top 3 above along with 2 other representatives in the FMCG industry, Vinamilk is considered one of the two "giants" owning the food brands at the top of the rankings, accounting for more than 50% of the total value from domestic manufacturers in the Food sector.

The annual “Brand Footprint” report covers 73% of the world’s population, a total of 1 billion households in 43 countries, 5 continents, with a total contribution to global GDP of 75%. The survey was conducted on 200 fast-moving consumer goods sectors in diverse areas such as Food, Beverages, Health and Beauty Care, Home Care. This year’s ranking analyzed 15,300 brands and used data collected in the 12 months up to November 2016 and only included in-home consumption.

The special point in this announcement by Kantar is that the “Brand Footprint” ranking is established based on information about actual consumer shopping behavior instead of based on their tastes or attitudes towards the brand as in other rankings. The ranking is built based on the Consumer Reach Point (CRP) metric, which measures a brand based on the number of households that the brand reaches (the number of households that buy the brand) and the number of times a household buys the brand’s products on average in a year (purchase frequency). This shows that this metric reflects more honestly than other indicators in measuring consumer purchasing choices.

E-commerce website interface https://giacmosuaviet.com.vn/. Photo: Hoang Hao

With a CRP index that is much higher than its competitors in the rankings, Vinamilk is the most chosen Food brand in 4 major urban cities. 8 out of 10 Vietnamese households choose to buy Vinamilk or Nam Ngu at least once a year, thanks to the building of a widespread brand recognition system and a nationwide distribution system.

Among the fastest growing brands of 2016 - Ong Tho from Vinamilk is a new entrant in the Top 10 in the Rural rankings, jumping 2 places in the rankings and posting a high CRP growth of 14%. The condensed milk brand also improved its position in the Urban rankings to 6th, partly due to its more diverse product usage occasions. In the Beverage segment, Vinamilk is the brand that dominates the list with a CRP 3.2 times higher than its next competitor.

The numbers show that in 2017, Vinamilk has continuously improved and innovated to increase access to consumers such as: launching an e-commerce website & mobile application to make shopping more convenient - Vietnamese Milk Dream, introducing the first 100% Organic Fresh Milk product in Vietnam, advertising and communication activities with creative and impressive messages such as the MV Vietnam Rising... Furthermore, Vinamilk also creates community cohesion through social activities such as Vietnam Rising Milk Fund, School Milk...

Vinamilk products are diverse and chosen by many Vietnamese consumers. Photo: Hoang Hao

These innovations and efforts have helped increase penetration growth among consumers and build a “place in their minds”, creating a connection to be remembered and trusted more by consumers. These are the parameters that measure the growth of a brand in Kantar Worldpanel's Brand Footprint.

In addition to holding the Top 1 position for 3 consecutive years, another special point is that this year, the Brand Footprint Ranking was announced at the same time as Vinamilk entered the Forbes Top 2000 largest public companies in the world. In addition to domestic awards such as "3 consecutive years in the Top 100 best places to work in Vietnam", "21 consecutive years of achieving the title of high-quality Vietnamese goods", this "double" of international titles has truly affirmed Vinamilk's position in both company size and brand reputation. And this also shows that Vinamilk is still sticking to its development strategy of maintaining the domestic market in parallel with expanding exports and reaching out to the world.

HH