Vietnam Investment Review takes a look at how Kimberly-Clark is leading the momentum in recognising the needs of Vietnamese consumers and providing them with innovative solutions.
As Vietnam looks to transform itself into a value-added modern manufacturing hub, global multinational technology brands in sectors such as assistive technology and pharmaceuticals have invested in research and development (R&D) facilities in the country.
However, product innovation aimed at fulfilling the specific needs of the Vietnamese consumer remains largely unexplored by local and global firms alike.
According to surveys, Vietnamese consumers perceive that brands are typically not significant enough for them to make a decisive choice between similarly-priced products. Although they prefer world-class and trendy aspirational products, there are still local nuances and consumer preferences that need to be taken into account in product development.
To optimise products to the market, investment in local R&D is improving both the variety and quality of products in both rural and urban areas. This creates impetus for product innovation among FMCG companies to meet the improving living standards and the varying demands of Vietnamese customers, in line with their location and preferred price point.
Kimberly-Clark is among the companies leading the momentum in recognising the needs of consumers in Vietnam through a 360-degree strategy focused on carefully assessing consumer needs and habits as well as creating products to meet the differentiated and ever-evolving needs of Vietnamese consumers in the feminine care and baby care segment.
Vietnam functions as a product design hub to meet the unique needs of local consumers in essential products, such as diapers and sanitary pads. To address the needs of Vietnamese consumers, Kimberly-Clark introduced ultra-thin napkins for absorbency and comfort, fast-absorbing diaper products, and special diaper pants to accommodate active babies and toddlers, as well as the Huggies Gold range that optimises fit to boys and girls.
This does not only extend to product design but is also integrated into marketing and awareness campaigns. Digital channels allow access to more consumers, breaking long-standing infrastructure barriers. A key example of this would be the virtual pre-natal classes which have benefited more than 100,000 (and growing by the day) consumers nationwide. This approach helps consumers to understand Kimberly-Clark’s products more closely. Equally, understanding their needs better drives a process of constant innovation where Kimberly-Clark applies market foresight and insights from consumers to address gaps in the market.
Article available at: http://www.vir.com.vn/kimberly-clark-innovates-for-everyday-life.html