With the goal of expanding the domestic market, export-oriented and build a new image for specialty coconut candy, construction project brand development strategy for Ben Tre coconut candy was VietnamMarcom and Economics University City .HCM deployment. Project titled Cocofun.
Coconut candy is a handicrafts and traditional culture imbued with western waters, namely Ben Tre. Not only large domestic market, firms producing coconut candy in Vietnam also exported to many countries in Asia, Europe and America ...
According to the evaluation, although in China and Thailand, but production of coconut candy production process and techniques in Vietnam can not taste candy and Vietnam difference should still be preferred.
Cocofun Project raises the issue: "The market research survey showed that the majority of coconut candies sold on the domestic market are produced according to traditional methods. Trading businesses in this area there is no better investment in the photo or have a clear brand strategy for this unique product line. however, is characterized by a low priced product, target audience is children age students and students ... so to expand the market, to have more sorts of designs and types to fit more candy with a variety of subjects and different ages. "
Coco stands for the English word "coconut". "Fun" means joy. Logo Cocofun be made simply mischievous character, simulating a child's handwriting. Slogan for the "Medium Length medium fat, and chew and laugh" from rhyming composed of all Southern folk rhymes, it's just fun to create associations simultaneously convey the values of reason, emotional brand.
However, coconut candy with a relatively cheap price, so the design of identity systems and marketing in addition to stick to the brand strategy must also ensure the principle of simplicity, thrift, but impressive and flexible, can be illustrated from the utilization of design candy box, when stacked on each other or alternately can be the creative space sales, just nice cost saving ...
Box of candy is eye-catching design to coconut candy can become gifts for the holidays ... the members of the project believe that the analysis Cocofun and objectives of the project can help traditional craft of making coconut candy system can find a new direction in conquering the consumer market and the domestic and foreign.
