Made in Italy: Food & Beverage in Vietnam – Project Hanoi 2016

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ADM-EA Consulting is pleased to announce the creation of a group for the food and beverage industry for the Vietnam market with the work program called “Project Hanoi”, which aims to set up integrated services for globalization, as well as training and consulting services for industry sectors with the involvement of institutional and operational partners.

Vietnam Business Project is the first integration of specialized services for the SME segment that includes

-Specialized training on the dynamics of globalization and cross cultural management

-Research and preliminary advice

-Analysis of company profile and entry strategy

-Advice for reconfiguration/product selection,

-Accompaniment for the target market

-Direct matching with importers and operational development of commercial dynamics.

Hanoi-Pano-tu_geo

The group proposed and coordinated with Milan from our consulting practice with the involvement of operational and institutional partners with proven experience in Italy and in Vietnam including AICE Italian Association for Foreign Trade and ICHAM Italian Chamber of Commerce in Vietnam. The specialized training is coordinated by Asian Studies Group Italy in collaboration with the law firm De Masi Taddei Vasoli. The food segment is done by the consolidated partnership with EatHealthy LTD Hanoi, regarding configuration of the trade matching content and operational support to the B2B on site.

 

In its first edition, “Vietnam Business Project – Hanoi” creates a calendar of activities seen in Vietnam Foodexpo 2016 from November 16th to 19th in Ho Chi Minh City along with accompanying opportunities for B2B direct. The following is some information about the services offered by our work with Vietnam Foodexpo (calendar is subject to change and will be updated as frequently as possible);

-From July 4th to September 30th: Presentation of questions of interest and collection of company profiles (full program, only training program, training program + consulting, and complete program are all available for selection at the fair)

-From October 1 to October 14: Preliminary talks with companies and business consulting orientation (with professionals from Italy and Vietnam) and consolidation of assisted trip/mission with B2B in Vietnam

-October 18: Executive Training Day “Vietnam for Italian Food and Beverage Industry”

Dr. Pierantonio Cantoni – International Business Development Manager AICE

Prof. Paolo Cacciato – Scientific Director Asian Studies Group and MD ADM-EA Consulting

Avv. Federico Vasoli – MP de Masi Taddei Vassoli law firm

Dr. Pham Hoang Hai

Executive Director of Italian Chamber of Commerce in Vietnam – Area Coordinator of Italian Chambers of Commerce in Asia

Conf Call/testimonials by importers from Vietnam

-November 2nd and 3rd, Delivery of the schedule of appointments with importers in Vietnam for each participant in the mission.

-November 7th to 9th, Accompaniment for B2B with Hanoi sector importers in Hotel Melia (scheduled departure on November 5)

cover Vietnam Hanoi

For those who request it during registration, it will be possible to evaluate displacement of Ho Chi Minh City at the trade fair (Vietnam Food Expo 2016) as both an exhibitor and a visitor. We will put you in touch with a manager for the exhibition at the fair.

Vietnam Business Project in the first stage of Project Hanoi Food & Beverage is offered as a whole (along with, training, completion of preliminary consultation meetings with trade matching, importers for B2B, and accompaniment on site including interpreting) at €1500.00. (Additional discount program: 1000 euro for companies that confirm their attendance as early booking in July – 1250,00 euro for companies that confirm in august)

Thanks to the inclusion of the services mentioned in the project activities, supported by the Fund for Specialized Training and Internationalization of C.U.P.I. (Centre for Union of International Perspectives), the union can be fully funded at zero interest in installments from €125.00 monthly rate for 12 months, making the initiative sustainable to any interested party.

(Excluding the flight costs, hotel accommodation, meals and incidental costs for delivering samples. These costs will still be sustained from the interest-free financing offered by the CUPI partner lending institutions)

For inquiries info@adm-ea.com

Brand’s perception in China: from coolness to substantiality

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If customer – target for luxury segments in China is much bigger than its counterpart in US , it means that society is still growing up towards new era for consumptions that makes two different middle classes facing with the market : approximately 110 millions of chinese are going to represent the new upper middle class with specific “commercial identity” that’s clear representation of new awareness about products and quality in particular in terms of substantiality.

It’s like how we are passing from the commercial equation for middle class that was used to say “foreign brand = cool = prestigious = not for all = I must have it” toward much more consciousness for foreign products and in particular for their ” substantiality” as crucial point to define characteristics like quality, tradition and luxury.

That’s why two specific ways of doing advertising and promotional campaigns are characterizing the commercial scenario in China for those segments that concern fashion, luxury and design for example.

  1. Regular promotion for middle class that is mainly focus about spreading logo’s attractiveness through digital marketing with discount and special campaigns and some offline events in department stores with parallel events to promote special offers doing brand and product placements in strategic location
  2. Innovative promotion for upper middle class, which make on focus the “characterization” of brand going beyond the “logo-strategy”. It represents a competitive solution for those corporate that got something to educate about. That’s what upper middle class is looking for: values, imagination and charm

If we are choosing as potential target the new upper middle class (that according with McKinsey’s analysis  is growing for 12% on annual base and it  registers as household income more than 35.000 dollars x year) we should consider that we are dealing with mature customers with international vision and high-competence in purchasing. This segment will go probably over 160 millions in the next five years and it will improve household income reaching peaks of 40.000 dollars.

middle class aumenta

They are people aware of their status,  and their style is basically going toward  something of “well characterized”. Maybe they discovered european brands in some multi brands stores during their leisure travels in Asia (Hong Kong, Singapore, Macao, Japan, Korea) and now they are much more interested to buy products that have something to say beyond the logo. It represents a good opportunity for those operators that maybe even they got good placement on international commercial scene with specific distribution they for sure didn’t have the funds to be a well-known world-wide label.

chinese consumers bis

Of course foreign nature of brands could be a plus (however it’s not always the best selling point for this target  ‘cause they also like chinese style,  in particular when the product is result of research and commingling with exotic influences from external scenarios) but this target wants to understand them now not only enjoy the equation “foreign brand is cool and it’s definitely for nice people like us”

History, own identity  but also care about renovation of distinctive features in step with time’s changes are elements which strategical plan for marketing  toward upper middle class must be focused about.

Certainly the “regular” middle class is still majority and it’s embracing, in particular in second tier’s cities ,  the boom for brands in department stores and  before that they are used to follow with  big interest the “foreign sounding”  of some advertisements and online commercial campaigns (sometimes it doesn’t matter if the brand was originally born in Italy or not but it’s the communication’s strategy used to make the brand featured with international elements as distinctives to make it a cool brand)

I don’t want to say that the importance that chinese people gives to “name” and “logo” is going to disappear but we have for sure to consider as new and mature commercial perception is becoming part of their behavior. How can this influence on functional way the marketing strategy of high level’s brands to improve sales? As follows some tips that should be added on marketing agenda of things to do

  • The history of brand means something to tell to your customer. In China it’s used to say “business got eyes”, it means that besides the quality of the product, first of all the value of the goods is emanation of human skills, vision about particular style or way of living, adaptability with social needs. Make your advertising like an educational tour in your group’s history, show your competence and why not the challenges you joined, it doesn’t matter if you’ve been the loser for some particular choices, what you’ve done is part of your commercial charisma
  • Make your target sure that you are really into to talk with people who are conscious of their status and are abel to understand your message. Try to communicate with them before making them your clients. They are looking for brand that can create such cultural and emotional liaison
  • Events. The scenario where upper middle class is proud to show and communicate own goals is the world. If you are not part of this world you cannot be part of their life. Don’t waste time of improving distribution’s channel if you are not ready to support him being present beyond the campaign to launch new products. We’ve already seen a lot of “cathedrals in deserts” in China, some investments for launch of specific brand or nee jv with chinese potential distributors never followed by specific and intense mission aimed to be in the market with consciousness of communicate own features.
  • Be yourself but take care of chinese taste. We don’t have to configure all our style elements in function of chinese mass target. The Upper middle class wants something different by us. And if we served them in periods when they still was “regular” middle class we should show that now we are aware of their new status and needs (some players are going to diversify their brands keeping on mind that they are talking with mature segment that maybe will not continue of being client if not satisfied on way that respect such awareness)

Our Made in Italy is for sure good horse to ride but now more than ever we need to show that’s not only a “logo” if we want to be one of favorite purchases by chinese middle class.

New record for tourism in Japan – Pursue the common good, waiting for Olimpic Games 2020

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Japan shows to the world that beyond troubles and negative perspectives due the nuclear disaster in Fukushima and the tsunami of 2011 is really possible for a nation that invests on Tourism boost the economy as long as they continue to introduce their nation with fascinating promotion and high level’s facilities. A place where culture and well structured services system represent one of  best choices for tourists.

The aim has been announced: improve number of tourists reaching more than 10 millions for the 2013 expecting more than 30 millions until 2020. Purpose that i think  it will be for sure realized ‘cause Japan shows to the international community  they can develop one of most important resources for modern country: cooperation among institutions, people and industry.

I like to define such skill as “practical harmony of japanese society”. I think that sometimes for japanese people could seem really hard to try do focus on personal / individual perspective or interests, cause their education and the way which they get trained about every part of their daily life represent concrete aspects of community’s life.

They well know that each goal is part of common structure and they prefer to follow an invisible hand (reminding Smith’s definition for modern economy) that goes on opposite direction… Pursuing common good you can realize yourself and will be always safe.  This perception even if  it could be something of heavy that make you go slowly in some moments when  indeed you need to be ready for quick decisions for important aspects of your life, it’s  traditional and effective mood wich japanese society prefers to go ahead.

olimpic games tokyo

As european advisor pretty involved for my profession in frequent consulting activities for corporates that operate on japanese market and continuously  busy on high – risk decisions for ventures that must be managed balancing rush and patience between european needs and japanese analysis I suffer the condition of somebody wants to speed up projects and get concrete results quickly but at the same time I know that i’ve to face with system of people that are connected in common vision built in function of mutual respect, mutual effort, mutual involvement and mutual risk.

fSh1y.AuSt.55Now, the success of Tokyo as official city that will host Olimpic Games of 2020 is something that Japan was  really planning from decades… Then everybody there, 2 generations or more were getting ready for such perspection and for the big commitment they’re going to manage and I’m pretty sure that they will be able to show to the whole world that the common good as final goal must be pursued with daily and firm conviction.

That’s why I cannot stop myself from smiling when I ear somebody who put forward the proposal of considering Rome as next nomination for future edition of the Olimpic Games: first of all we need to focus on social needs as firm and concrete priority of our politic system.

We should create new awarness useful to build up network of players that can represent a new way of managing trasures of our country.. and we need for sure to start “thinking global” if we wanna to create a solid base for boost interests.

Japan keeps conservative and traditional vision for the values of their social system but they show continuously curiosity and great dynamism toward diversity and external incentives. I think that such perception could be the perfect way to educate generations on waiting for new opportunities for our country.

On business side the news of Tokyo as capital of Olimpic Games for 2020 has immediately shocked in positive way the international community of investors and companies that never stopped on buliding concrete relations on this market are now preparing new business plan that will be reinforced for sure from japanese counterpart. That’s why I’m already planning some business missions on key sectors which we’re going to introduce companies from Europe to important players in Japan – B2b negotiations should start 4 / 5 years before cause everybody works on japanese market well knows that usually from first meeting till conclusion of the deal we needs something like 3 years of intensive communications and planning activities..

So we’re already busy on improving details in behalf of business projects that concern:

– Tourism  (we’ve japanese tour operators branches in Europe and in Italy which we’re already working with)

– International communication and Marketing (worldwide event needs operators highly specialized on boosting sponsors activity)

– Urban facilities and transports (JR and private railways companies are supplied for equipments and high technology solutions by europea companies)

– Food  (as italian professional I well know as we’ve done for Beijing Olimpic Games, how much food and design and in general made n italy could be developed in occasion of such events not only about restaurants and entertainment but also for new distributions and as new occasion to introduce innovative products that thanking of such opportunity will become well known products for daily consumption after the event)

– Design & Luxury (Hotels and facilities will invest a lot on this aspects)

– IDE and new investment’s opportunities for re-establishment of businesses in Japan

As Italian based in Milan with my studio I’m proud of EXPO for sure… but recently I’m feeling more confortable on follow concrete and safe roads for my business and investments that will find the real successfull conclusion for well planned businesses… and with this awarness I warmly reccomend to start thinking of opportunities that we can already analyze in behalf of japanese olimpic games!

For further inquiries please contact me