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

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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.

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.

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.

Tan Hiep Phat's viewpoints on the edges of local companies over multinationals With Tan Hiep Phat, local businesses, which are far more likely to interpret the research correctly, have advantages over multinationals in leveraging customer insight.

Tan Hiep Phat's high goals and ambition to out-compete multinationals "Our goal is to become one of the leading food and beverage companies in Asia while catering for global consumers", Mr. Thanh Quy Tran said ...

Thanh Quy Tran's tough childhood and early years into business Thanh's troubles at the orphanage made him resilient and taught him to overcome obstacles, including how to of a bad situation. His time at the ...