In Vietnam, Mum & Baby (M&B) is a highly competitive category with low consumer loyalty. The brands were facing critical challenges with brand communications and marketplaces. As a result, Friso saw no future in commerce as one of their key sales channels:
1) Decreasing share of voice across the path to purchase journey from brand communications to commerce marketplace.
2) A big brand issue: Friso lacked a strong and compelling integrated brand presence across integrated communication channels & marketplaces, resulting in low product preference & sales.
3) Specifically on the marketplace: Friso was losing its Lazada customer base due to a change in the marketplace’s investment strategy. Previously, they had been heavily financially backing up mega sales campaigns and free shipping offers. However, with the halt of this investment also came a huge drop in users across the entire marketplace.
4) Friso’s biggest competitor Enfa opened a price war with massive discounts.
