Marketing Communication strategy for Holcim Vietnam to increase market share in construction crisis

I H C M TP HCM HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES SOLVAY BRUSSELS SCHOOL ECONOMICS & MANAGEMENT MMA6 Authors NGO HUNG QUY PHAN MINH HIEP Marketing Communication strategy for Holcim Vietnam to increase market share in construction crisis MASTER PROJECT MASTER IN MARKETING & ADVERTISING Tutor: SERGE BYWALSKI HO CHI MINH CITY (2013) Page COMMITMENT We commit that this project is our own study Information and Data base in the thesis are honest Candidate: NGO HUNG QUY PHAN MINH HIEP Page THANKS First of all, we would like to thank to Prof Philippe Biltau and Prof Alain Van den Eynde who have saved time to review, approve, and guide scientifically our project during mid-term interview Thanks for your great comments in order to make our project meaningful and highly scientific Deeply thanks to our tutor - Serge Bywalski who has helped to guide us to finish our project on time Special thanks to Co-Directors Prof Jean-Pierre Baeyens who has always motivated us during the years of study and this final project Thanks to members in sales and marketing department in Holcim (Vietnam) Ltd who have enthusiastically helped and provided full information and data to prove the detailed matters studied in the project Thanks to our colleagues who have shared our daily works and helped us some data Finally, thanks to our family and our bosses who have given us much time to finish my project on time Without your helps, it will be more difficult for us to finish our project Once again, thank you very much NGO HUNG QUY & PHAN MINH HIEP Page INDEX Contents Page Commitment 01 Thanks 02 Index 03 Initial Index 06 List of tables/Charts 07 Chapter I CURRENT SITUATION 08 A COMPANY BACKGROUND 08 B MARKET OVERVIEW 10 2012 10 Production and consumption in Vietnam in 2012 10 Market size in geographic areas 11 Key players in Southern Vietnam 11 C CURRENT MARKETING CAMPAIGNS 12 To Prospective Homebuilders 12 1.1 Cung Xay To Am campaign 12 1.2 Vung Xay Cuoc Song Website 14 1.3 Holcim Prize 16 To Distributors Dong Hanh project 16 To Contractors Organizing seminars/workshops 17 Chapter II CUNG XAY TO AM CAMPAIGN ANALYSIS 18 A Campaign objectives: 18 B Target customer profile 20 Page Geography 20 Demography 20 2.1 Gender 20 2.2 Age group 21 2.3 Social Economic Classes 21 Psychographic characteristics 21 3.1 Interests and habits 21 3.2 Media usage 22 3.3 General personality 22 3.4 Attitudes 22 3.5 Cement Buying Behavior 22 C Insights 23 D Campaign Execution 24 Pre-launch 24 Launch 25 Post-launch 27 E Achievement 27 Market share 27 The key driver to increase market share 27 F Competitor Analysis 31 Productive capacity 31 Competitive Capacity 31 Product and Pricing Strategy 32 3.1 Price policy 32 Page 3.2 Products G SWOT Analysis 32 32 Chapter III MARCOM STRATEGY FOR HOLCIM VIETNAM IN THE NEXT 02 YEARS (2013 2015) 34 A Market analysis in 2012 and forecast 2013 34 B Marcom strategy 34 To Prospective Home Builders 34 1.1 New positioning 34 1.2 Target Customers 35 1.3 Customer insights 36 1.4 Objectives 36 1.5 Core Messages 37 1.6 Media channel choices 37 1.6.1 Television 37 1.6.2 Digital channel 39 1.6.3 Out of home advertising 41 To Distributors 41 42 Budget Allocation & Key Performance Indicators 43 Chapter IV Conclusion 45 Reference 46 Page INITIAL INDEX VNCC: Vietnam Cement Corporation VICEM: Vietnam Cement Industry Corporation TCVN: Vietnamese standard Cung Xay To Am: Building sweet home together Vung Xay Cuoc Song: Building sustainable life To am uoc mo: Dreaming home Chia se hanh hanh phuc vung ben: Sharing sustainable happy moments Dong Hanh: Companion, cooperation FTHO: First Time Homeowner HCMC: Ho Chi Minh city TV: Television BEI: Brand Equity Index Marcom: Marketing Communication TVC: Television Commercial S.E.O: Search engine optimization Page LIST OF TABLES/CHARTS Tables/Charts Table 1: Page cement market growth from 2008 2012 10 Chart 2: Production and consumption in Vietnam in 2012 10 Chart 3: Market size in geographic areas 2001 - 2011 11 Chart 4: Key players in Southern Vietnam 11 Table 5: Current marketing activities 12 Road map 13 14 Chart 8: Customer life cycle 21 Chart 9: Sources of influence 22 Chart 10: Important Factors in Deciding on Cement Brands 23 Chart 11: Advertising spend on digital 24 Table 12: Market share before and after Cung Xay To Am campaign 27 Chart 13: Brand Equity Index 2008 29 Chart 14: Brand Equity Index 2011 29 Chart 15: Brand Equity Index by Target Group 29 Chart 16: Brand Equity Driver Model 30 Chart 17: The key driver to increase market share 30 Table 18: SWOT Analysis 32 Table 19: Target customer segmentation 35 Table 20: Launching plan 42 Chart 21 & 22: Budget Allocation 43 Table 23: Cost for the project 43 Table 24: Key performance indicators 44 Page Chapter I CURRENT SITUATION A COMPANY BACKGROUND Holcim (Vietnam) Ltd (Holcim Vietnam) is a member of Holcim Ltd which is a global company employing some 80,000 people with production sites in more than 70 countries Holcim Vietnam is the second biggest supplier of cement and ready-mix in Southern Vietnam Corporate profile Holcim Vietnam, formerly known until 2002 as Morning Star Cement Ltd (Xi Mang Sao Mai) was registered in February 1994, is a joint-venture company between Holcim Ltd and Vietnam Cement Corporation (VNCC), now Vietnam Cement Industry Corporation (VICEM) - a state-owned enterprise of Vietnam In August 2008, Holcim Vietnam was reregistered under the new Law on Enterprise as a limited liability company with two members - Vietnam Cement Industry Corporation (VICEM) and Holcim Ltd that respectively contributed in the Company 35% and 65% of its charter capital Holcim Vietnam currently employs around 1,500 people at its technologically advanced cement production sites and modern ready-mix concrete batching plants in addition to the Ho Chi Minh city office Vision Company vision is to provide Mission Company mission is to be the one of the world's most respected and attractive company in the cement industry - creating value for all stakeholders Product portfolio for housing construction Holcim Top Standard (Bag 50kg) Holcim Top Standard is a high quality Portland Blended Cement that is so versatile it can be used for foundations, columns, slab concrete, bricklaying/ plastering and finishing works A strong foundation requires concrete to have high strength and consistency while for columns, where the formwork needs to be removed quickly, concrete must be fast setting and should have high compressive strength Applications such as bricklaying/plastering as well as finishing works, require cement with better plasticity and a smoother finish, along with dimensional stability and low water absorption Holcim Top Standard Page Holcim Top Standard meets the Vietnamese standard TCVN 6260:1997 PCB 40 Holcim top standard has many optimized cement characteristics that benefit customers, whether they work with plaster/mortar or concrete Plaster/mortar Holcim top standard has high water retention and plasticity, giving an easier and smoother finish with less water absorption This reduces building time and leads to a reduction in costs, as well as longer lasting buildings Holcim Top Standard has good setting time This reduces the time taken to rework a layer and helps customers lay more layers of brick each day Not only does this save building time and costs but it also limits the risk of fresh wall collapses Holcim Top Standard has early strength development This leads to higher stability of masonry wall and reduces the risk of wall collapses Concrete Holcim Top Standard has low water demand This helps in building longer lasting and watertight buildings with fewer cracks and shrinkage Holcim Top Standard has good strength development This helps in faster removal of formwork and higher final strength Not only customers get longer lasting buildings but they also save on building time and costs Holcim Home Beton: comprises of o Home Beton Ground o Home Beton Slab o Home Beton Column o Home Beton Roof o Home Beton Waterproof o Home Beton Lean Service: Free Technical Consultancy to provide the useful knowledge to assist owners in the supervision of concrete pouring and advice on the proper compaction, curing skills and surface smoothness that will reduce the possibility of cracking and maximize the strength and durability of Holcim Vietnam products Page 32 cement price Thus, other cement companies will lose the competitive advantage if transport from the North Product and Pricing Strategy 3.1 Price policy Price of Ha Tien is not much higher than other cement products of the same type, this is partly due to the company mainly sales through distributors network The selling price should be determined at the factory price or region collecting port, not until to the construction A reasonable price with big promotion policies for distributors makes the retail price of Ha Tien has always been competitive with other competitors 3.2 Products In 2012, Ha Tien created 05 new product line that divide customers into different customer segments in accordance with the needs and construction cost savings such as: Ha Tien masonry cement, Ha Tien general-purpose cement, Ha Tien Salinity-Alum cement etc The launch of five product lines will help Ha Tien increase competitiveness by the accordance with each segment as well as the cost savings, basing on the context of market demand G SWOT Analysis Strengths - An international brand with over 100 years of experience in construction field and has presented at over 70 countries all over the world - Holcim has created its own stable materials supply channel which ensures Holcim at a low risk of changes in materials market - Own a strong distribution channel in Southern Vietnam which makes Holcim Top Standard always available to customers production line (using recycling materials) with drying technology to produce quality products that meet standards of quality and environment for supplying the Vietnam construction industry - Good financial support from Holcim Weaknesses Perception on lower product performance in plastering of Holcim over the last years Holcim brand equity is lower than its main competitor Ha Tien especially in home owners and prospective homebuilders Page 33 - - Group and from other business sector of Holcim Vietnam (provide safe and sustainable waste management solutions for many industrial waste types through co-processing in cement kilns) Dynamic and skillful Sales & Marketing team with nearly 130 staff Opportunities The trend of loving foreign brand in Vietnam customers Real estate stimulus package from the government in beginning of 2013 enables the wake up of construction industry - - Threats Fierce competition from both local and foreign cement companies, causing pressure on the price and quality of products Unfair competition as a result of tax evasion, fraud in business has not been prevented strictly Construction industry and real estate market is forecast to face with a lot of difficulties in the next 02 years The threat of new comers: Fico, Tay Do, Nghi Son, Hoang Thach, Cam Pha, Page 34 Chapter III MARCOM STRATEGY FOR HOLCIM VIETNAM IN THE NEXT 02 YEARS (2013 2015) A Market analysis in 2012 and forecast 2013 In 2012, domestic cement consumption is quite low, only reached 48 million tons The lower selling price and sales went down while price of inputs such as electricity, coal, gas, oil continued to increase In addition, the high increase of the cost of capital, interest rates have made the financial situation of cement companies extremely difficult Accordingly, in 2012 only about 1/3 cement companies gained profit Most of the remaining made break-even business, just ensure the lives of workers, and maintain operations Some of companies had to transfer capital, assets for foreign investors such as: Chinfon, Thang Long There are not any positive signals for 2013, however, all cement companies still have to face and overcome this crisis According to Vietnam National Cement Association, the domestic cement consumption in 2013 can only increase from 5% to 8% (about 50.4 51.8 million tons) It means that the consumption is much lower than the supply capacity (70 million tons) Moreover, the unfair competition in pricing strategy between cement companies also caused a big damage to themselves and the industry For surviving in this tough time, one of solutions showed by Vietnam National Cement Association is all the cement companies need to combine to maintain the clinker price and cement price equal to the price of regional areas Cement companies also need to resolve 03 main issues: boost exports, reduce operation cost, and re-structure business Those are solutions based on the macro view and support from Government Furthermore, each cement companies have to build their own effective marcom strategy for gaining sales and market share B Marcom Strategy To Prospective Home Builders 1.1 This positioning is straight to Vietnamese tradition The house is a symbol of top happiness in Vietnamese pe and grow up Building a house is the most important project of people life with responsibility and pride It is not just a house for wife and husband but also a place for their family (parents, kids etc.) living together Therefore, the house must be a solid and durable asset for years and to be inherited by next generations Page 35 Moreover, Ha Tien is an oldest cement brand with nearly 50 years accompanied with the construction industry of Southern Vietnam while Holcim just entered this market for around 10 years Emphasizes the power of 100 years- experience and presented at over 70 countries, Holcim will position itself for helping people build a house as their family heritage That will be a totally new way to approach customers by using the advantage of an international and longs trust on product quality and compete with Ha Tien 1.2 Target Customers Holcim should expand the target customers from married male to married couple from 30 to 60 years old This target will help Holcim gets more potential customers because of the more and more important role in family of women - they are not only limited to be as house wife whom doing daily tasks such as: taking care the kids, cooking, cleaning the house, etc but also getting a big influence in final purchasing decision for family key projects Obviously, the number of target customers will be double but Holcim not need to spend much money for this expansion if choosing a right communication tools to transfer its information and message to customers Therefore, Segmentation of Holcim in period from 2013 2014 will be as follows: Geographic Country Cities Density Demographic Age Gender Family size Family life cycle Total Income Occupation Psychographic Social class Behavioural Benefits Vietnam All cities and provinces of Southern Vietnam Urban 30 60 Male and Female 2+ Married (with or without kids) From US $500+ From middle class to upper class Middle class, upper class Durability, quality; price Page 36 1.3 Customer Insights Pricing is a key factor, but we want a product with best quality first and professional service that enables building a home for family, we want to be 100% confident we are making the best choice few years later, that is the reason why we would go for Ha Tien t of Vietnamese want to have their own house; it is not only served our current family life, but also will be a After 04 years launching, Cung Xay To Am campaign has helped to build the Holcim brand becomes friendlier but actually more needs to be done to close the gap to inertia surrounding inherent confidence and trust in Ha Tien 1.4 Objectives Promotional objective People in southern Vietnam are aware of Holcim product; however, Ha Tien is still the leader and dominates Top Standard in the bag cement market with a clear image by occupying strongly the Market share objective Due to the difficulties of Vietnam economy in 2011 & 2012, a lot of cement companies have to reduce production capacity and some of them went bankruptcy Ranking number two of Southern cement market and basing on a good financial status, Holcim will have opportunity to increase market share in the next 02 years Therefore, the objective of market share of Holcim will be: -cement market for cement industry in Southern Vietnam by October 2015 Page 37 Sales objective As above information, cement industry will grow from 5% to 8% in the year of 2013 Take the advantage of top leaders in cement market, Holcim targets its sales objective is 1.5 Core Messages im helps you to build bright 1.6 Media channel choices 1.6.1 Television When the primary goal is increasing brand awareness of Holcim brand in bag cement market, television media will be an ideal choice for Holcim in this period of time Television reaches virtually every home in Vietnam Television offers the greatest range of advertising qualities It is set apart from competing media by its ability to offer sight, sound and motion to generate an emotional response More specifically, television is chosen by Holcim because of the following: Brand Image: the power of television advertising can be used creatively to differentiate Holcim from the competition and develop a unique persona that implies credibility, quality and service By using the qualities of television (sight, sound and motion), Holcim can generate trust, emotion and excitement that cannot be created as well through any other medium This can help to create a long lasting and memorable brand and corporate image for Holcim Customers' Perceptions: Vietnamese also enjoy television The average Vietnamese adult spends 200-256 minutes per day watching television According to TNS Vietnam (Kantar Media) survey on Sep 11th 2012, television continues to be Vietnamese' most influential form of advertising The study also confirms that traditional advertising - including television - is seen as the most engaging medium over other major media Person to Person Communication: Ideal person-to-person communication is achieved through a combination of both the spoken word and unspoken elements such as body language and gestures With both visual and sound capabilities, television comes closer than any other medium to offering the ideal person-toperson communication Retention: People learn through their senses By stimulating more senses, the message is more likely to be noticed and learned Television as a medium appeals Page 38 to the sight and sound senses The combined power of sight, sound, motion and emotion creates a synergistic effect that is more effective than when individual senses are stimulated The idea Cement is a specific product, all the existed brands in this market has already reached standards on both quality and environment Thus, customers cannot test or recognize what is the best brand for building their house They tend to choose the brand which is presented in Vietnam for long time and trusted by many people Therefore, Holcim should use image of a house which has been existed for years rather than showing too much product information In that house, many family generations had been grown up It is a place filled with full of happy memories of each family member By using that image, the TVC will inspire to customers special feelings about their beloved house which usually fall into oblivion Concept thousands of family Up to now, high quality houses made by Holcim products have been accompanied by some generations They are heritages of their families and the society Recently, Holcim has presented in 70 countries all over the world In Vietnam, Holcim has become the most reliable choice for million families Holcim In order to reach the target customers in Southern Vietnam market, Holcim TVC should be launched at major TV channels in cities and provinces such as: - HTV7 (Ho Chi Minh city) CTV (Can Tho city); Page 39 - TTV (Tay Ninh province) Time slot for broadcasting: from 07:45 p.m to 08:00 p.m in weekday evenings 1.6.2 Digital channel Search Engine Optimization Continue maintain and develop Holcim house building site and forum at: www.vungxaycuocsong.com.vn because of: - Internet is in the top sources of information beside the relatives and friends - Homebuilders also trust advice and experience from strangers on internet forums In term of house building site, Holcim has got no one over there As a result, Holcim should stamp itself soon to be the first and No.1 online source of information for house builder in next 02 years by putting advertising and create key words for customer to easy access to the forum Enhance the site/forum www.vungxaycuocsong.com.vn Run a low-budget viral campaign to awake the forum by using the same context in TVC - A flash banner will be showing on top website & forum of husband, wife, and parents such as: www.lamchame.com; www.webtretho.com - Click the flash banner; customer will log in the site - In this page, people will be inspired to share happy moments, sweet memories with their houses year after year (along with the pictures) All those things will help to enliven the forum and get the site more interesting to homebuilders In Owned Media Every homebuilder knows that building a house is important and complex But come to a decision to hire a team for professional design, only about 20% house builders in Vietnam doing that The rest want to save the building cost and make the house design themselves Basing on that trend, Holcim will create a simple application for designing house on its forum to help people initial steps of building process Page 40 - Customers are required to register and provide personal information for logging on the application - When logging on the application, they will get some house samples as a reference before going to input data and customize their house - After finishing basic steps for designing a house, they can download or post it to the forum for getting recommendations from others members and calculate the total building cost - In monthly/quarterly, the best design will get a special discount if choosing Holcim cement products for building With this idea, Holcim forum is not only a place to provide knowledge in housing construction and sharing stories, but it becomes more practical with useful application to fulfill customer demand In Earned Media Facebook continues being the biggest social network in Vietnam using by millions people from all ages Therefore, Holcim need to take the advantage of this social network to gain customers engagement by making it becomes more interactive with Holcim official site and forum: - Customers can use their facebook account to enter the forum - Facebook Fanpage will be created for sharing product knowledge, building experience, happiest family moments together with customers It will be a good way to make Holcim more and more closed to them In a longterm vision, Holcim not only targets to married couple but also their children who are getting more and more important role in searching and providing information to their parents In Paid Media /banner) on 02 websites: www.vnexpress.net and www.24h.com.vn These are most popular websites for news which are day-by-day replacing the key position of daily newspapers in Vietnam market Moreover, advertisement on Facebook is also a new way to reach huge number of customers Page 41 1.6.3 Out of home advertising Outdoor advertising has the ability to play an integral role as a highly effective communication medium within any multimedia advertising campaign Outdoor advertising is an extremely cost-effective medium, offering both optimal reach and unparalleled frequency These are two elements needed for Holcim strategy to build brand awareness There are a lot of creative advertisements appearing everywhere: on the street, in the elevator, bus makes a huge attention to the audience In particular, the innovative design for this type of advertising is very easy to impress and be remembered Places for out of home advertising - At elevator in buildings (grade A and B) in big cities such as: Ho Chi Minh city, Can Tho city Billboards on the streets At department of planning and investment of People committee where people come to register the Construction permit for their house The idea That will be a combination of 04 small pictures to create a bigger one Each picture with same context and main colors in red and white (colors of Holcim brand) will describe surrounded environment, but the house is still being the same as its start, always besides family generations - Picture #1: A small happy family standing next to their beloved house Picture #2: Family in 10 years later when the children grew up Picture #3: Family in 15 years later (their kids are getting married) Picture #4: After years, they are in a big family with generations To Distributors In this industry, distribution channel with wide range of distributors is the key success factor of any cement companies Taking care of distributors is priority task of a company strategy Since 1994, Holcim has built a strong distribution channel in Southern Vietnam by providing many benefits for them One of the most successful projects in staff working at their office for helping them in market & sales forecast; price, competitor analysis and Holcim is paying salary for this position A strong relationship between Holcim and its distributors has been created and developed from this project Page 42 With long-term vision is changing the customer behavior to bring them come to Holcim brand, Holcim mainly focus on the customer aspect rather than continue investing more for distribution channel which has been considered as a strength point of Holcim Therefore, in the next 02 years, Holcim just keep maintaining key activities for distributors which brought success for Holcim such as: - Dong Hanh commitment Improve the information channel to help them always updated the moves - V.I.P party, Year-End party and workshops will be hold annually to enhance the relationship between Holcim and distributors - Special discounts and incentives for distributors in Monthly/Quarterly/Yearly - Free travel tour for distributors who reached sales target o Major distributors: Europe / America travel tour o Medium distributors: Asia travel o Small distributors: Domestic travel tour Launching from November 2013 to October 2015 Page 43 Budget Allocation & Key Performance Indicators 14.5% 26% 10.5% 75% 74% Homebuilders Distributors Television Both Sectors Digital Out of home Hombuilders Sector Holcim Budget (for the first year of implementation plan) Creating Television Broadcasting media (450 times) Enhance website & forum S.E.O (Google Adwords) Digital House Design Application Online Advertising At elevator in buildings grade A & B Billboard on streets Out of Home At Planning & Investment Dept of People commitee in each districts of big cities Home builders Distributors TOTAL Estimated (US dollars) 30,000 540,000 7,000 3,000 28,000 42,000 Percentage 75 % 10.5 % 58,000 36,000 14.5 % 17,000 761,000 267,000 1,028,000 Cost for the project Page 44 The Key Performance Indicators shown in the table is for reviewing and evaluating the effectiveness of Holcim marcom strategy in order to help Holcim improves or makes some changes to adapt with the changes of customers and market Key Performance Indicators 2013 Objectives 2015 Objectives Sales Volume 2.64 million tons 3.00 million tons Sales Value 193 million USD 219 million USD 30% Market Share Brand Awareness through surveys Distributors Satisfaction (Yearly Survey) > 74% > 91% > 90% > 95% Key Performance Indicators Page 45 Chapter IV CONCLUSION Cung Xay To Am is a great campaign in cement industry in term of delivering benefits to homebuilders The campaign has successfully built the image of friendliness, and sustainability in development for Holcim brand In the situation of surplus market: supply surpluses 12% and production capacity is 45% over the demand in 2012, Cement market is forecasted to be very tough in next two years By gaining market share from others, especially the key competitor Ha Tien, Holcim can overcome the sale dropping situation The project found out the most important drivers affecting directly or indirectly to Holcim market share The most important driver is brand awareness which Holcim needs to concentrate on to increase its market share The project also builds up a marcom strategy to elevate awareness on Holcim brand in next two years 2013 2015 This is the point of difference from other cement companies who concentrate mainly on This is an interesting subject However, in the study frame of master project, this project has surely many matters need to be more discussed because this is a large topic and related to a multi-national company Writers always want to receive comments to improve the topic better day by day Page 46 REFERENCE Russell W Belk & John F Sherry Jr (2007), Consumer Culture Theory - Volume 11: Research In Consumer Behavior, JAI Mike Faulkner (2003), Customer Management Excellence Evaluating a CustomerCentric Approach Page 11-22, Wiley Colin Gilligan & Richard M S Wilson (2003), Strategic Marketing Planning, Butterworth-Heinemann Title Marketing Department (2012), Brand positioning communication, Holcim Vietnam Marketing Department (2008), Build a house booklet, Holcim Vietnam Technical Consultant Team (2008), Construction worker booklet, Holcim Vietnam Technical Consultant Team (2008), Feng-shui House samples booklet, Holcim Vietnam Sales Department (2011), Sales Management meeting in Dec 2011, Holcim Vietnam K L Keller (2007), Strategic Brand Management, Prentice Hall 10 Nielsen Vietnam (2011), Brand Equity Study: CEMENT CATEGORY VIETNAM 11 Alice Tybout & Tim Calkin (2005), Kellogg on Branding, Wiley 12 G Zaltman McGraw Hill (2003), How Customers Think, Harvard Business Press 13 Website: Vietnam National Cement Association Production and consumption of cement in 2012 http://vnca.org.vn/vn/?page=news&id=117 14 Website: Vietnam Cement Forecast the real estate and construction market in 2013 http://ximang.vn/Home/Default.aspx?portalid=33&tabid=19&distid=4421 ... producer in the South after ten years actively exploring Vietnam market In order to gain a better sales and market share, Holcim Vietnam created totally new and differentiated marketing campaigns to. .. and basing on a good financial status, Holcim will have opportunity to increase market share in the next 02 years Therefore, the objective of market share of Holcim will be: -cement market for cement... southern Vietnam, Ha Tien and Holcim Vietnam lead the market, the followings: Fico and Tay Do gains significant market shares Page 12 C CURRENT MARKETING CAMPAIGNS Holcim Vietnam is not only target to