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Hanh Phuc
Fish Sauce secondary textual research
Researcher
For the course Professional
Communication Studio
July 2023
Responsibilities
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Conducted secondary textual research of 133 Facebook posts and 485 Shopee reviews using NVivo to capture the competitive landscape and pinpoint opportunities for Hanh Phuc.
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Examined research papers and industry reports to develop the target audience profile and recommend suitable strategies.
Achievement
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Earned a Distinction (74/100).
Project summary
Problem
Despite being established in 1980, Hanh Phuc has struggled to keep up with the current competition due to the absence of marketing initiatives.
Findings
Hanh Phuc's brand equity is falling behind compared to its competitors, Barona and Lien Thanh.
Good flavour is the undisputed notion of the current customers, and needs to be reinforced.
The target is becoming increasingly more aware of their health, more attracted to products with Vietnamese traditional values, and more curious about the specifics of traditional fish sauce.
Recommendations
Take on an educational approach and reinforce the origins of Hanh Phuc's flavors, since both the competitors have yet to fulfilled the consumers' traditional fish sauce knowledge gap.
The health benefits of the product needs to be tightly connected with the said origin and ingredients to highlight the USP of Hanh Phuc, which is high-protein levels.