Support Case
Customer Insights
DI supported a major Japanese FMCG manufacturer in Vietnam.
• Client: a major Japanese FMCG manufacturer
• Country: Vietnam
• Industry: Retail of FMCG & Consumer goods
Background:
After years of establishing its presence in Vietnam, the client faced stagnant sales in its key product category. DI was engaged to diagnose the issue and devise a strategy to boost business performance.
Support Overview:
DI conducted a large-scale survey (N=800) and focus group interviews (FGI) across Vietnam to analyze the market. The goal was to identify the reasons for the sales decline and assess the client’s product positioning against competitors in a highly price-sensitive market.
Impact:
DI discovered a lack of suitable SKUs for northern consumers, prompting the successful launch of a new SKU and an enhanced branding strategy utilizing emerging channels like TikTok.
