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Media campaign considered one of key factors behind Tan Hiep Phat's success

January 31, 2021 | 08:19

With the determination to outsmart rivals such as Coca-Cola and PepsiCo, Tran Quy Thanh managed to give the brand crucial breathing space to find its feet.

branding helps shape tan hiep phats future business Branding helps shape Tan Hiep Phat's future business
mutually beneficial partnerships one of tan hiep phats core development criteria Mutually Beneficial Partnerships, one of Tan Hiep Phat's core development criteria
with tan hiep phat location defines the success of a product With Tan Hiep Phat, location defines the success of a product..
Media campaign considered one of key factors behind Tan Hiep Phat's development
Phuong Uyen Tran

The media campaign for Number 1 was so successful that demand rapidly outstripped supply. Trucks had to queue for up to a week at a time outside the factory, waiting for new stock to roll off the production line—because the distributors were desperate to get hold of the product. They could add their own big, fat margin because demand was so high.

My father was also very clever in that he managed to outsmart Coca-Cola and PepsiCo, and this gave the brand crucial breathing space to find its feet.

Some years later, one of Coke's executives told us they had once held a meeting in Thailand, and the subject of our energy drink had come up. They concluded that we would fail since THP had no prior experience outside the beer sector.

Consequently, they did not pay us much attention. My father aided their misguided view by cultivating the impression of a small-scale operation whenever he met their representatives at trade fairs.

For example, one Coke executive told him it was suicide to sell energy drinks in a glass bottle and wondered how THP would process five thousand cases of empty glass bottles. My father countered that he "couldn't possibly be producing that kind of volume since he didn't have the capital." The reality was that THP was already producing much more than that.

Once Coca-Cola and PepsiCo realized their error, they tried to stop their distributors from selling Number 1. But they failed on two Counts. First, Number 1 is not a carbonated drink, so they could not argue it was a direct rival. But more importantly, our distributors very profitable for them. And by this stage they had contracts with were locked in. They wanted to sell the drink because it was very profitable for them.

Media campaign considered one of key factors behind Tan Hiep Phat's development

Along with media strategy, for Tan Hiep Phat, branding is of paramount importance.

"The key, as ever with any great brand, is product positioning. In Vietnam, Tan Hiep Phat had a head start because tea is an essential part of the country's national identity", Phuong Uyen Tran wrote about Tan Hiep Phat's key brand strategy.

Dr Thanh Herbal Tea still holds a virtual monopoly in Vietnam's herbal tea category. In 2010, it joined Number 1 Energy Drink and Zero Degree Green '16 in being recognized as a national brand by the Vietnam Value program. This was set up by the government in 2003 to promote national brands and it 6, done a great job helping local companies understand why branding is so important.

In its 2016 annual report, Brand Finance said many Vietnamese companies still do not understand the role branding plays in shaping their future business. But it did note that Vietnam is the fifth-fastest -growing nation among the one hundred it surveys.

My father does not agree with this. He thinks most companies are well aware of how important branding is they just do not know how to go about it or are afraid of spending the money to get in front of consumers.

In the past, Asian companies were not renowned for producing brands with global recognition, either. That is now changing. South Korea has Samsung and China has Lenovo. Vietnam wants to take its place on the top table as well. THP is helping to lead the way.

In the past few years, especially in 2018, Tan Hiep Phat and Tran Uyen Phuong are among Vietnamese names in the field of business that appear the most on international media because of their stories inspiring co-startups as well as millions of consumers around the world.

That Forbes first published the book “Competing with Giants” by a Vietnamese businesswoman has help promote the name of “rich man” Tan Hiep Phat.

Afterwards, in the minds of many consumers, each water bottle is not only a drink but a crystallization of the desire to overcome difficulties and the spirit of entrepreneurship, an organic trend and Vietnam of miraculous stories.

And also from this book uncovered the aspirations of Tan Hiep Phat, as Mr. Hiroshi Otsuka, President and CEO of Musashi Seimitsu said: “An unmissable insight into how and why Vietnamese businesses are quietly growing into global players.

In the past few years, especially in 2018, Tan Hiep Phat and Tran Uyen Phuong are among Vietnamese names in the field of business that appear the most on international media because of their stories inspiring co-startups as well as millions of consumers around the world.

That Forbes first published the book “Competing with Giants” by a Vietnamese businesswoman has help promote the name of “rich man” Tan Hiep Phat.

Afterwards, in the minds of many consumers, each water bottle is not only a drink but a crystallization of the desire to overcome difficulties and the spirit of entrepreneurship, an organic trend and Vietnam of miraculous stories.

And also from this book uncovered the aspirations of Tan Hiep Phat, as Mr. Hiroshi Otsuka, President and CEO of Musashi Seimitsu said: “An unmissable insight into how and why Vietnamese businesses are quietly growing into global players.

About author Phuong Uyen Tran

Working as a powerful businesswoman, Forbes published author, Phuong Uyen Tran is a model of success in Vietnam. Phuong Uyen Tran is also a special contributor for Vietnam Times. Her writing, including “Competing with Giant” book, and her latest articles are to advise and inspire young people to start-up, overcome challenges and reach out to the world. It is the story of a little girl taking the great responsibilities for a corporation and devoting herself to society.

Read More: a prominent female millionaire and an emotional author

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