Second time around
Published: 21/05/2010 05:00
US Molson Coors had high hopes of success from its partnership with Vietnam Brewery after seeing the latter’s success with Heineken and Tiger beer. But the marriage proved unworkable and Molson Coors retired from the scene two years later after racking up a considerable loss. Still, the experience taught the American company a lot about doing business in Coors blames the early failure on an ill-matched partnership and slower-than-expected growth of The chairman says his company’s erstwhile partner didn’t put the same effort into promoting Coors Light as it did with the other two beer brands. With a new and committed partner in Viet Thai International, Peter Coors is once again looking forward to success with Coors Light in For Unilever, which unlike Coors has been very successful in In the initial marketing of Wall’s starting in early 2000, Unilever It even dispatched employees to every corner of the country to distribute small units of Wall’s ice cream, but to no avail. Deeply out of pocket from the exercise, Unilever gave up in 2004 and sold the Wall’s business, including the factory in Cu Chi District, for US$20 million to the Vietnamese confectionery maker Kinh Do Corp. Five years later, Unilever came up with a new marketing strategy for Wall’s and launched it with much fanfare last September. Economists said Wall’s failed in “It’s the right time,” Unilever Tiggelen said Unilever would not build another production plant but would import Wall’s ice cream from The emphasis this time would be on the mid-level consumer rather than the mass market, he said. Never say never Before the launch, Unilever Nguyen Thi Nga, a store owner in Ice cream from Kinh Do Corp. is Wall’s biggest rival. The local corporation’s chairman, Tran Kim Thanh, said Kinh Do was unfazed about the return of Wall’s as it had had five years to restructure and prepare. One of Kinh Do’s strategies was to localize Wall’s products to make the brand more attractive to Vietnamese consumers, a strategy that had brought tremendous growth of 20 percent from ice cream, Thanh said. Returning to beer, Peter Coors said David Thai, CEO of Viet Thai International, said Thai said the promise of the market was its growth rate of 23 percent on average, and 30 percent for premium beer, which accounts for 20 percent of the market. Among other places, Molson Coors and Viet Thai International will sell Coors Light through the Hard Rock Café and high-end establishments already licensed to Viet Thai as part of its “premium” marketing strategy. Source: Thanh Nien
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