{"id":4136,"date":"2023-02-16T16:00:03","date_gmt":"2023-02-16T09:00:03","guid":{"rendered":"https:\/\/dcpa.com.vn\/?p=4136"},"modified":"2024-07-31T15:40:11","modified_gmt":"2024-07-31T08:40:11","slug":"branded-rice","status":"publish","type":"post","link":"https:\/\/dcpa.com.vn\/vi\/success-stories\/branded-rice","title":{"rendered":"In-depth market research and competitive benchmarking on branded rice for a major Australian producer of rice and rice food"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; background_image=&#8221;https:\/\/dcpa.com.vn\/wp-content\/uploads\/2022\/07\/slide12.jpg&#8221; width=&#8221;100%&#8221; max_width=&#8221;1600px&#8221; module_alignment=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;rgba(0,0,0,0.27)&#8221; background_enable_image=&#8221;off&#8221; parallax=&#8221;on&#8221; width=&#8221;100%&#8221; max_width=&#8221;2560px&#8221; module_alignment=&#8221;center&#8221; custom_padding=&#8221;70px|70px|70px|70px|false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; text_text_color=&#8221;#FFFFFF&#8221; header_text_color=&#8221;#FFFFFF&#8221; background_layout=&#8221;dark&#8221; custom_padding=&#8221;17px|||||&#8221; hover_enabled=&#8221;0&#8243; text_text_shadow_style=&#8221;preset3&#8243; text_text_shadow_color=&#8221;#000000&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h1 style=\"text-align: center;\">OUR SUCCESS STORY:<\/h1>\n<h3 style=\"text-align: center;\">\u00a0Conducing in-depth market surveys and competitive benchmarking on branded rice to serve an intended acquisition, for a major Australian producer of branded rice and rice-deriving food.<\/h3>\n<p style=\"text-align: center;\">[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;20px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;1_2,1_2&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2>Client &amp; Engagement Background<\/h2>\n<ul>\n<li><b><\/b><strong><b>Client: <\/b><\/strong>Medium-sized multinational Australian-based producer of branded rice and rice foods<\/li>\n<li><b><\/b><strong><b>Industry: <\/b><\/strong>Agribusiness\/ Food processing<\/li>\n<li><b><\/b><strong><b>Product Offerings: <\/b><\/strong>A variety of rice (uncooked\/ pre-cooked) and rice foods such as rice snacks, rice blends.<\/li>\n<li><b><\/b><strong><b>Global presence: <\/b><\/strong>Operational presence in 50 countries<\/li>\n<li><strong>Engagement Locations:<\/strong> Hanoi and Ho Chi Minh City<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/dcpa.com.vn\/wp-content\/uploads\/2023\/03\/rice-image-trimmed.png&#8221; title_text=&#8221;rice image &#8211; trimmed&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;13px|||||&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.17.6&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.0&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<h2>Challenge<\/h2>\n<p>The leading Aussie rice processor was tempted into the huge potential consumer market for rice in Vietnam, where almost the entire of [then] 95 million population eat rice twice a day and where branded rice at the time was still scarce, with most people buying rice in bulk. The Client strongly aspired to tap the branded rice market via M&amp;A channel, which was believed to be the fastest way of Vietnam market entry.<\/p>\n<p>The Client wanted to conduct online and offline market surveys to understand the rice eating and buying behaviors in Vietnam\u2019s key metropolitan areas namely Hanoi and Ho Chi Minh City. \u00a0The Client also wanted to have a good overview of Vietnam\u2019s rice growing and processing industry and its competitive landscape.<\/p>\n<p>We were asked to design thorough questionnaires in English and Vietnamese used for the market surveys to serve the said purposes and ran the surveys on a couple of social network platforms. The surveys went well as most respondents completed all the questions.<\/p>\n<p>Furthermore, we were to conduct off-line surveys on 40 general-trade (GT) and modern-trade (MT) grocery retailers, notably wet markets (representing the GT channel) and hypermarket\/ supermarkets (representing MT channel) based in Hanoi and Ho Chi Minh City to obtain the retailers\u2019 perspective on the potential of branded and packaged rice.<\/p>\n<p>Per Client\u2019s request, we were supposed to provide an industry overview and competitive landscape, and then a detailed scanning and analysis of top players that are active in the branded rice segment.<\/p>\n<h2>Engagement Outcome<\/h2>\n<p>The online consumer surveys and the off-line retailer surveys revealed important insights on the branded rice market the Client was seeking to penetrate. Plus, the industry overview and key players scanning served as essential benchmark for Client\u2019s due diligence and negotiations with its pre-determined local target company.<\/p>\n<h2>Economic &amp; Social Impacts<\/h2>\n<p>The market study (including the market surveys and industry research) and the pre-talk with the target player shed important light on the potential of the branded rice segment, which started to thrive not long afterwards. The project helped to greatly enhance market\u2019s awareness on branded rice. A couple of years later, branded rice market was really booming with numerous brands of various quality levels. Exports of branded rice began to soar, too. Several brands of top delicious rice came to known world-wide, notably ST25, the branded fomat fof which is being exported and sold domestically in large quantities.<\/p>\n<p>The Project indirectly triggered a new wave of cultivating high-valued rice among Vietnamese farmers, especially in the Mekong Delta, home to rice plantation in Vietnam, which contributed to the success story of Vietnamese rice today.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h1 style=\"text-align: center;\"><a href=\"https:\/\/dcpa.com.vn\/success-stories\">Other Success Stories<\/a><\/h1>\n<p>[\/et_pb_text][et_pb_divider color=&#8221;#7CDA24&#8243; divider_style=&#8221;double&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; width=&#8221;60%&#8221; max_width=&#8221;80%&#8221; module_alignment=&#8221;center&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_divider][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; module_id=&#8221;inquiry-frm&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;RGBA(255,255,255,0)&#8221; background_image=&#8221;https:\/\/dcpa.com.vn\/wp-content\/uploads\/2023\/02\/background-about-home.jpg&#8221; background_position=&#8221;bottom_center&#8221; custom_margin=&#8221;0px||||false|false&#8221; custom_padding=&#8221;70px||50px||false|false&#8221; global_module=&#8221;3547&#8243; saved_tabs=&#8221;all&#8221; collapsed=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row column_structure=&#8221;3_5,2_5&#8243; use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;1&#8243; make_equal=&#8221;on&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; background_color=&#8221;#FFFFFF&#8221; module_alignment=&#8221;center&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; box_shadow_style=&#8221;preset1&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;3_5&#8243; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_padding=&#8221;60px|7%|60px|7%|false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; custom_margin=&#8221;0px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h1>Send Us an Inquiry or RFP<\/h1>\n<p>[\/et_pb_text][et_pb_blurb use_icon=&#8221;on&#8221; font_icon=&#8221;&#xe081;||divi||400&#8243; icon_color=&#8221;#0C71C3&#8243; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;20px&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; header_text_color=&#8221;#000000&#8243; image_icon_custom_margin=&#8221;3px|0px|||false|false&#8221; image_icon_custom_padding=&#8221;|0px|||false|false&#8221; custom_margin=&#8221;20px||||false|false&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>B17-16, Sunrise City View, 33 Nguyen Huu Tho St., Dist. 7, Ho Chi Minh City, Vietnam<\/p>\n<p>[\/et_pb_blurb][et_pb_blurb use_icon=&#8221;on&#8221; font_icon=&#8221;&#xe081;||divi||400&#8243; icon_color=&#8221;#0C71C3&#8243; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;20px&#8221; _builder_version=&#8221;4.19.5&#8243; _module_preset=&#8221;default&#8221; header_text_color=&#8221;#000000&#8243; 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