Red Bull energy drink is available in over 100 countries worldwide. Red Bull trademark has been registered in Vietnam since 1992. After over 15 years in the Vietnam market, Red Bull energy drink has gained good reputation and acceptance from Vietnamese consumers. Most consumers recognize the logo of two bulls fighting. Red Bull energy drink is also known in Vietnamese language as Bo Huc or Bo Cung. Bo Huc and Bo Cung are registered trademarks as well. Red Bull has been constantly contributing to social activities in Vietnam. Red Bull now is very close to Vietnamese people, therefore: Red Bull has been selected by the consumers as “Vietnamese High Quality Goods” six consecutive years from 2002-2007, and “Strong Brand of Consumer Goods” in 2005. These two programs are arranged by Saigon Tiep Thi Newspaper by conducting consumer surveys throughout the country. Red Bull was granted the “Well-Known Brand” award in 2006, organized by Vietnam Chamber of Commerce and Industry (VCCI) and AC Nielsen VN. The Ministry of Trade granted “Award on Export” to Red Bull in 2004 and 2005.
After having won the awards “Typical Businessman of 2006 - Foreign Invested Enterprises” from VCCI, and “Typical Businessman of Binh Duong” from Binh Duong's People Committee, Managing Director of Red Bull (Vietnam) Company Mr Chanachai Earsakul was interviewed by Vietnam Business Forum.
Why did Red Bull choose to invest in Vietnam?
In the beginning, Red Bull energy drink was imported from Thailand and distributed in Vietnam. We foresaw the high potential of Vietnam’s market, with a population over 80 million people. The government had concrete policies promoting the industrial sector and boosting foreign investment. So in 2000 we started production in Vietnam. At present, Vietnam is one of the world’s most rapidly developing countries with an outstanding economic growth rate. This is clear evidence that we made the right choice to set up business in Vietnam.
What are your comments on Binh Duong’s policies on foreign invested companies?
The Binh Duong's People Committee has a strong commitment toward the national development plan to boost foreign investment. For these reasons, Binh Duong has attracted over a thousand investment projects and is holding the 2nd largest number of investment projects, just behind HCMC.
Through the 10 years since the province’s re-establishment, everyone has witnessed the rapid development of Binh Duong in terms of both economy and society. Plenty of well-equipped industrial parks have been founded. Binh Duong plays an important role in the national economy. It boasts an outstanding economic growth rate and remarkable export turnover. Binh Duong living standards have improved substantially.
It is not an overstatement to say that it has been 10 years of great achievement by Binh Duong. We are just a small part of Binh Duong’s economy, but we are proud to be a part of the success of the province and the country.
We would like to take this opportunity to congratulate the People’s Committee of Binh Duong on the 10th year anniversary of the province. In addition, we would like to thank the People’s Committee and relevant governmental agencies for their kind support of our company.
What are the most important factors to make a successful brand name?
For us, product quality and the brand name must go together. In our production process, we always give first priority to product quality, starting by selecting fine raw materials and packaging, taking good care in every process of production, and having a strict quality control system. These ensure that when our customers open a Red Bull can, they will enjoy a high quality energy drink inside the can matching their expectation.
In terms of marketing, we have been continuously conducting marketing activities such as advertising on mass media, carrying out promotion campaigns, and getting close to our customers in trade fairs and trade exhibitions to create brand connection to the consumers.
Phuong Thanh
Vietnamese
