Poor promotion mix of birdy® brand in Ajinomoto Viet Nam company

Abstract

Birdy® is a modern style beverage, made from 100% premium Vietnamese Robusta coffee beans. This is a pioneer ready-to-drink coffee product launched in 2008, bringing new experience for Vietnamese people in enjoying coffee. Birdy® received a warm welcome from many consumers after nearly 10 years on the market, and it now accounts for the majority of the ready-to-drink coffee market share, particularly leading the market with a 60% share in 2017. Birdy® has had a poor business performance for the last four years. With the aggressive expansion of a rival, the annual growth rate did not increase and the company's aim was not met. As a result, market share decreases as well. The purpose of the market research was to gain a thorough understanding of the consumer's perspective. In addition, an internal interview with important relevant stakeholders was conducted to learn more about the company's perspective on the issue. Poor promotion mix was identified as the key issue leading to the Birdy® brand's poor commercial performance, based on data collecting and interviews. The main cause was identified as an ineffective digital communication channel. Some solutions were proposed to solve this issue. The solution is Build up Birdy® promotion campaign through social media channel was considered to bring the most of advantages that help Birdy® increasing brand awareness, sales recovery and expected growth rate. An execution plan with detail timeline and personnel is presented as company’s proposal.