BRANDING FOR VIETNAM BUILDING MATERIALS ENTERPRISES IN THE PERIOD OF 2024 – 2050
A brand is what connects a business with customers and is also a way for customers to perceive a business and its values. To put it differently, it’s how our customers differentiate us from our competitors. From the name, logo to mission statement, core values,… these are all things that consumers care about and choose, not just products and services. Vietnam’s construction and construction materials market still has a lot of potential for future development and also has many strong, long-standing brands. So what needs to be done in the new period to strengthen the brand in a context of many changes?
At the 26th United Nations Conference on Climate Change (COP26) in 2021, Prime Minister Pham Minh Chinh made a Net Zero commitment for Vietnam by 2050. “Sustainable”, “environmentally friendly”, “green materials” are terms that are becoming increasingly popular. As a result, many brands in different fields are looking for ways to create and develop sustainable brands to increase the distance with competitors and create trust with customers. The building materials industry is no exception.
New trends in the building materials industry
Today, a sustainable brand must have a vision, gain profits and build other values (environmental impact, healthy supply chains, social responsibility, etc.) at the same time. This trend sets new requirements for many enterprises in Vietnam’s construction materials industry to work on the production of environmentally friendly materials, material recycling, waste reduction, welfare regimes for human resources,… It is one of the primary factors to help businesses win the hearts of customers.
Certainly, a sustainable brand will only be known by more people when businesses have appropriate marketing strategies . As consumer demand for sustainable brands continues to grow, it is more important than ever that companies can market their sustainability naturally and positively.
Unilever, a multinational consumer goods company, conducted a study with 20,000 adults from 5 countries, including the UK and US, looking at consumer habits related to sustainability.
The results show that one-third of consumers are now choosing to buy from sustainable brands that they believe are doing good for society or the environment. Not only that, 21% said they would actively choose a brand if it clearly showed sustainability information on packaging and marketing materials.
A “sustainable brand” positioning in the building materials industry
Customers expect their favorite brands to care about sustainability, or at least they believe that the money they spend is not only to own a product or experience a service, but in some way can help the environment and society. Grasping this fact, businesses need to use marketing strategies to promote a sustainable brand image well, in order not only to strengthen loyal customers but also to gain exposure to new potential customers.
Metta’s customers are also leading manufacturers in every niche of the building materials industry in Vietnam, so a clear business positioning strategy for the brand to succeed and continue to be sustainable in the long run, suitable for the new era is a must. The businesses we consulted have positive results immediately after 6 months of implementing new strategies.
KH SHIELD – Fire protection solution from agricultural waste
KH SHIELD is a leading manufacturer of fire resistant panels and insulation panels in Vietnam. Accompanying from the first steps when the product was not yet released to the market, Metta has developed its strategy and launch plan for KH Shield to become a leading expert in the field of fire protection.
The Metta team analyzed the internal situation of the business, competitors, market needs and trends, thereby formulating a strategy to develop the Vietnamese market, and come up with a brand strategy, distribution channel orientation and market expansion potential, identifying key markets. Based on the strategic directions, Metta also develops a specific marketing plan with the budget and activities required from 2022.
PHUONG NAM – Leading the green material market with sandwich panel
PHUONG NAM PANEL is a leading Vietnamese enterprise in the production of soundproof and heat insulation materials in Vietnam. Although it has been in the market for a long time, Phuong Nam has low brand awareness compared to other brands in the same industry because of lacking brand image, unprofessional sales materials, weak brand identity… despite having invested for many years.
Metta Marketing is honored to contribute to the development and elevation of Phuong Nam’s brand from a differentiated brand strategy consulting project, to implementing and improving brand image and the whole product, building a solid and professional foundation enhancing the values of technology, products, production processes and factory systems according to green standards.
MOC PHAT – The Story of “Melamine Coating Boarding Expert” Positioning
With 20 years in the construction materials industry as a wood-working panels manufacturer, it is the only company in Vietnam that successfully coated melamine on many different materials, including wood, iron, plastic, fiber cement sheets, … It brings solutions of top quality, safe for health and environment friendly with materials meeting FSC certification, achieving strict export targets, durable quality, rich color melamine surface, diverse applications in the field of furniture … trusted by furniture factories, investors, and homeowners to create a superior living space. However, Moc Phat has not confirmed its advantages, so the brand image is not really clear.
Metta Marketing is pleased to contribute to the development and enhancement of Moc Phat brand through brand strategy consulting projects, redefining product porfolio and product lines, expanding market development opportunities through new product projects, and improving the image for businesses.
DONG NAI PLASTIC – Expanding the B2C market with health-conscious products
DONG NAI PLASTIC is a Vietnamese brand of plastic pipes & fittings for over 45 years in Vietnam’s building materials industry. Dong Nai Plastic has been recognized as the No. 1 supplier of infrastructure plastic pipes in Vietnam continuously for the last 8 years (2014-2021), as well as a pioneer in providing advanced high-rise solutions with advanced design in the world.
Dong Nai Plastics has a strategy to expand the market to B2C channels and asked Metta through the market research project, to discuss and counter the arguments of the existing strategy. Since then, Metta has continued to implement the project of activating the point of sale, increasing product experience and brand awareness towards the. target segments in B2C channel.
Metta Marketing is honored to meet and listen to the needs of businesses:
Talk to Metta
Conquer customers with beautiful brand stories
Among hundreds of brands in the building materials industry, everyone is trying to grab a piece of the market, everyone is constantly giving their own marketing messages, it is difficult for businesses to attract the attention of customers. While the building and building materials industry is a sector that certainly has a significant impact on the environment, economy and other social sectors. Therefore, competition in sustainable brand development is also a beautiful story that customers are interested in.
There is a pond of data showing that customers are increasingly focused on green environments and are willing to pay more for products that are sustainable. According to Nielsen, 66% of global consumers are willing to pay more for sustainable products. For Millenials, that number jumps to 73%.
Obviously, businesses need to have good marketing strategies for long-term implementation to bring high efficiency, helping customers understand the message, be proud to use the brand and actively share that brand with others. . It’s like introducing people to a good friend with similar views and values that we’re proud to have by our side.
Therefore, when developing a sustainable brand, businesses in the construction materials industry need to have appropriate marketing and sales plans so that customers can trust and be proud to use high-quality and durable products. At the same time, it brings positive values to the environment and society.
Where does sustainability start?
Depending on the size of the business and target market, businesses will have different sustainable brand development strategies. However, all construction materials enterprises need to go through the same steps as follows:
Decide what the business stands for
Sustainable brand development is not just an empty promise, but businesses need to show customers that you are truly committed to it. This will be different for each brand, and only we can decide what values make the most sense.
The sustainability goal of the business is as specific and tangible as possible. Businesses need to show customers their efforts for a sustainable goal. This will create a more authentic story in the minds of customers and increase the level of preference for the brand.
Building a brand image around sustainability
Once you know what you stand for, you need to build your image around it. This will help reinforce the brand’s sustainable identity in every interaction with customers. For example, if the brand uses non-recyclable materials in packaging or marketing, the sustainability brand story and brand promotion activities can become an “accident” for the business.
Therefore, we need to think about every process and supply chain in the business and ensure that it aligns with sustainability goals. Thinking about how we can reinforce our sustainability ideals in everything a business will do is a way of managing risk when developing a sustainable brand.
Green product positioning
Today, we may not need to spend a lot of money to spread the message and value of the brand. Because we already have social media channels as a great tool to build a sustainable brand image at a more optimal cost. Communicate and show customers what you are doing to make the product green and greener.
In addition, building websites and keeping up to date with in-depth industry news also helps brands build influence, and encourages customers to share that information organically.
Put innovation first
There’s no point in just following the crowd when it comes to sustainability. Due to environmental change, social impacts are continuous, and more and more businesses are pursuing more sustainable brand development. Therefore, construction materials enterprises need to put innovation first, considering the pursuit of sustainable values as the motto of operation and continuous improvement.
Sustainable branding is the goal of many businesses, a never-ending process. If successfully implemented, construction materials enterprises will have a great opportunity to become a true leader in their field. So, consider developing a sustainable brand. If you are still wondering about brand building and development strategies and do not know how to implement them, Metta is a team that you can trust. Contact phung.metta@metta.com.vn for Metta Marketing to listen and best support.
Written by Metta Marketing Team
Metta Marketing
Born to build Brands
>> For construction materials industry:
Construction and Building Materials Industry 2023: Stabilizing Amid Global Volatility
Metaverse virtual metaverse: Is there “land” for construction materials businesses?
Building a leading Southern brand in the Sanwich Panel market
Let Metta Marketing advise on sustainable competitive strategies to accompany you to build your business in the building materials industry:
To the consulting team
