Company
|
HONOR is a smartphone technology company that is a sub-brand of the Chinese company Huawei. HONOR entered the Vietnamese market in 2015 with the HONOR 4C (HONOR 2018, para. 12) but had a three-year hiatus between 2015 and 2018 (Markets Insider 2018, para 1). The company’s overall strategy is to tap into new markets in Southeast Asia and to target price-conscious millennials (Phuong 2018, para. 3). To align themselves with trends in the market, HONOR highlights the capabilities of its smartphone cameras (Phuong 2018, para. 4). Huawei currently holds approximately 4% of the market share (StatCounter 2019). As the HONOR brief states, after conducting deep research on pictures and camera imaging, they are the first company with applied AI in their smartphones.
HONOR’s social media following and customer engagement in Vietnam is low compared to the company’s competitors. The HONOR Vietnam page on Facebook has 213,000 followers with posts generating around 10 reactions (HONOR 2019). In contrast, Samsung has 160 million followers on Facebook (Samsung 2019). Samsung also had an extremely successful campaign in 2018 which harnessed the power of mobile-optimised video ads (Facebook Business 2019). This indicates that HONOR should improve its social media strategy to increase brand awareness and loyalty among Vietnamese consumers. HONOR’s competitors usually use a product-orientated approach in their advertising. We believe a campaign driven by a consumer-orientated approach offering an emotional narrative will resonate with the target audience and stand the HONOR Hulk apart from its competitors. |
Product
|
Name
|
HONOR has the resources to successfully launch a new product in Vietnam, especially given that its values align well with the target audience. The price and quality of the Hulk makes it the perfect product to help HONOR tap into the Vietnamese market. However, HONOR currently lacks brand awareness among Vietnamese users and needs to overcome the target audience’s distrust of Chinese products and brands.
The ‘See Yourself Through Our Lens’ campaign has been created to launch the new hero product in HONOR’s popular X series, the Hulk smartphone, into the Vietnam market in 2020.
The ‘See Yourself Through Our Lens’ campaign has been created to launch the new hero product in HONOR’s popular X series, the Hulk smartphone, into the Vietnam market in 2020.
References
Facebook Business 2019, Samsung Vietnam: Facebook ads case study, Facebook, n.d, viewed 14 December 2019, <https://www.facebook.com/business/success/samsung-vietnam?ref=search_new_660>
GSMArena 2019, Honor 9X - Full phone specifications, GSMArena, viewed 17 December 2019, <https://www.gsmarena.com/honor_9x-9931.php>.
HONOR Vietnam n.d, HONOR Vietnam - Home, Facebook, viewed 3 November 2019, <https://www.facebook.com/HonorVietnam/>.
HONOR 2018, Having just returned to Vietnam market, HONOR announced it would be ranked in the top 3 smartphone brands in our market after 3 years, HONOR, viewed 4 November 2019, <https://www.hihonor.com/vn/news/new-return-to-vietnam-market-honor-declared-to-be-the-top-3-smartphone-brands-in-our-country-market-after-3-years/>.
HONOR 2018, ‘A Closer Look at Honor - The Newcomer to Vietnam Smartphone Market’, Market Insider, 19 March, viewed 2 November 2019, <https://markets.businessinsider.com/news/stocks/a-closer-look-at-honor-the-newcomer-to-vietnam-smartphone-market-1001858194>.
HONOR 2019, HONOR my world, HONOR, viewed 6 November 2019, <https://www.hihonor.com/global/brand/>.
Huawei 2019, Huawei Announces H1 2019 Revenue: 23.2% YoY Growth, Huawei, viewed 5 November 2019, <https://www.huawei.com/en/press-events/news/2019/7/huawei-announces-h1-2019-revenue>.
Phuong, N 2018, ‘Honor aims to break into Vietnam’s top 3 smartphone brands’, Vietnam Investment Review, 18 March, viewed 3 November 2019, <https://www.vir.com.vn/honor-aims-to-break-into-vietnams-top-3-smartphone-brands-57345.html>.
Q&Me 2016, Smartphone brand image in Vietnam, market report, Asia Plus Inc., viewed 5 November 2019, <https://qandme.net/en/report/Smartphone-brand-image-in-Vietnam.html>.
StatCounter 2019, Mobile Vendor Market Share in Viet Nam - October 2019, StatCounter, viewed 6 November 2019, <https://gs.statcounter.com/vendor-market-share/mobile/viet-nam>.
Turbosquid 2019, 'Honor 9X All Colors 3D modelby ES_3D', image, Turbosquid, viewed 10 December 2019, <https://www.turbosquid.com/3d-models/honor-9x-colors-3d-model-1432787>.
Zhou, C 2019, ‘Will Google's decision to suspend business with Huawei affect your device?’, ABC, 21 May, viewed 4 November 2019, <https://www.abc.net.au/news/2019-05-21/will-googles-huawei-ban-affect-your-device/11131158>.
GSMArena 2019, Honor 9X - Full phone specifications, GSMArena, viewed 17 December 2019, <https://www.gsmarena.com/honor_9x-9931.php>.
HONOR Vietnam n.d, HONOR Vietnam - Home, Facebook, viewed 3 November 2019, <https://www.facebook.com/HonorVietnam/>.
HONOR 2018, Having just returned to Vietnam market, HONOR announced it would be ranked in the top 3 smartphone brands in our market after 3 years, HONOR, viewed 4 November 2019, <https://www.hihonor.com/vn/news/new-return-to-vietnam-market-honor-declared-to-be-the-top-3-smartphone-brands-in-our-country-market-after-3-years/>.
HONOR 2018, ‘A Closer Look at Honor - The Newcomer to Vietnam Smartphone Market’, Market Insider, 19 March, viewed 2 November 2019, <https://markets.businessinsider.com/news/stocks/a-closer-look-at-honor-the-newcomer-to-vietnam-smartphone-market-1001858194>.
HONOR 2019, HONOR my world, HONOR, viewed 6 November 2019, <https://www.hihonor.com/global/brand/>.
Huawei 2019, Huawei Announces H1 2019 Revenue: 23.2% YoY Growth, Huawei, viewed 5 November 2019, <https://www.huawei.com/en/press-events/news/2019/7/huawei-announces-h1-2019-revenue>.
Phuong, N 2018, ‘Honor aims to break into Vietnam’s top 3 smartphone brands’, Vietnam Investment Review, 18 March, viewed 3 November 2019, <https://www.vir.com.vn/honor-aims-to-break-into-vietnams-top-3-smartphone-brands-57345.html>.
Q&Me 2016, Smartphone brand image in Vietnam, market report, Asia Plus Inc., viewed 5 November 2019, <https://qandme.net/en/report/Smartphone-brand-image-in-Vietnam.html>.
StatCounter 2019, Mobile Vendor Market Share in Viet Nam - October 2019, StatCounter, viewed 6 November 2019, <https://gs.statcounter.com/vendor-market-share/mobile/viet-nam>.
Turbosquid 2019, 'Honor 9X All Colors 3D modelby ES_3D', image, Turbosquid, viewed 10 December 2019, <https://www.turbosquid.com/3d-models/honor-9x-colors-3d-model-1432787>.
Zhou, C 2019, ‘Will Google's decision to suspend business with Huawei affect your device?’, ABC, 21 May, viewed 4 November 2019, <https://www.abc.net.au/news/2019-05-21/will-googles-huawei-ban-affect-your-device/11131158>.