Nearly a decade after joining forces in a high-profile merger and acquisition (M&A) deal, Mondelez Kinh Do and KIDO now stand on opposing sides in the fierce competition within the mooncake industry.
In Vietnam, consumers are preparing for the second biggest festival of the year - the Mid-Autumn Festival.
Moments spent together focusing on family values, expressing affection for loved ones, reuniting and strengthening bonds of friendship, and showing gratitude to friends, colleagues, and partners are the keywords and core values of the Mid-Autumn Festival, and also the beautiful spiritual values that make up the cultural identity of this festival.
This is also the time when mooncake manufacturers enter a race to create meaningful and attractive mooncake product lines to appeal to consumers.
Following its success in the 2023 season, in 2024, KIDO continued with its familiar KIDO's Bakery brand and, for the first time, introduced the Tho Phat brand to the Mid-Autumn Festival market with traditional mooncake flavors.
KIDO's efforts aim to secure the number 2 market position and simultaneously harbor ambitions to lead the traditional mooncake market segment.
Returning to this year's Mid-Autumn Festival, Mr. Tran Le Nguyen, General Director of KIDO Group, shared that, after surveying many opinions from different generations, 50% said they preferred traditional mooncakes because they evoke memories of their roots and moments of family reunion. The remaining 50% preferred modern mooncakes imported from foreign companies.
However, the CEO of KIDO is very confident, having been a pioneer in the confectionery sector and a company that made a name for itself by introducing the first mooncakes to Vietnamese consumers.
“We understand our consumers. This year, KIDO continues its efforts to recreate the traditional Mid-Autumn Festival atmosphere. Reviving traditional values deeply rooted in Vietnamese identity that are gradually being forgotten… This is what we are always striving for,” Mr. Nguyen shared.
KIDO expects to lead the Mid-Autumn Festival market in the traditional segment (aiming for 50% market share), becoming the second largest mooncake brand in Vietnam.
While not setting any revenue targets for this year, with the existing foundation, potential, and consumer trust in the brand, KIDO's CEO believes that 2024 will be a year of strong revenue breakthroughs for the two Mid-Autumn Festival brands, KIDO's Bakery and Tho Phat.
These two product lines have been officially available on the market since the beginning of August through both modern and traditional distribution channels.
Besides e-commerce channels/fast delivery apps like Shopee, Lazada, Tiki, Grab…, KIDO's Bakery and Tho Phat mooncakes are now also available on the TikTokshop of the entertainment and trade promotion shopping channels: E2E Official, E2E F&B, and E2E Lifestyle.
In addition, KIDO is also boosting product sales through leading shopping mall chains: Van Hanh Mall, Hung Vuong Plaza, AEON Mall… Notably, the nationwide chain of miniBAO (Tho Phat) stores with hundreds of outlets will be the Group's exclusive and distinctive distribution channel during the 2024 Mid-Autumn Festival.
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| The agreement between Mondelez Kinh Do Vietnam and the Vietnam Cultural and Arts Exhibition Center will foster appreciation for the nation's traditional cultural values and encourage everyone to work together to preserve these precious legacies for future generations. |
Meanwhile, KIDO is also creating a Mid-Autumn Festival atmosphere alongside its competitor, Mondelez Kinh Do Vietnam.
Mondelez Kinh Đô has partnered with the Vietnam Cultural and Arts Exhibition Center, under the Ministry of Culture, Sports and Tourism, to announce an agreement aimed at preserving and promoting traditional cultural values and fostering festivals with strong national identity.
This agreement lasts for three years. The two parties will implement event programs, promote media coverage, and celebrate and showcase the unique characteristics of Vietnamese culture through seasonal festivals.
Specifically, Mondelez Kinh Do Vietnam will sponsor the "Mid-Autumn Festival 2024" event in Ninh Binh province. In addition to sponsorship, Mondelez Kinh Do Vietnam will also bring the Mid-Autumn atmosphere to the festival through various entertainment activities.
These collaborative activities are expected to serve as a foundation for future cooperation between the two sides, while also fostering appreciation for the traditional cultural values of the nation and encouraging everyone to work together to preserve these precious legacies for future generations.
According to Mr. Anil Viswanathan, CEO of Mondelez Kinh Do Vietnam, Kinh Do mooncakes have been associated with the traditional Mid-Autumn Festival for over 25 years. They are not simply a cake, but also a gift carrying the traditional cultural values of the nation.
In particular, since 2023, Mondelez Kinh Do has introduced the concept of "A Mid-Autumn Festival Reunion Day" by deciding to give all employees a day off for the Mid-Autumn Festival so they can fully reunite with their loved ones.
Source: https://baodautu.vn/cuoc-dua-nganh-hang-banh-trung-thu-cua-kido-va-mondelez-kinh-do-d222037.html
