The project is implemented with the aim of building, exploiting and developing Thanh Dat Clean Rice brand, thereby contributing to improving the value and competitiveness of products in domestic and foreign markets.

The research team has implemented the following contents: Survey to assess customer needs; Building a model to develop Thanh Dat clean rice brand; Building information and communication channels about Thanh Dat Clean Rice brand; Training to improve capacity on brand identity, establishment, management and development.

Research results show that, through a survey of 300 individuals/units in phase 1, the project in collaboration with the Cooperative has identified customer needs for prices, products, distribution and forms of advertising, thereby coming up with an appropriate 4P strategy. Research results show that, through a survey of 300 individuals/units in phase 1, the project in collaboration with the Cooperative has identified customer needs for prices, products, distribution and forms of advertising, then launched a 4P model to develop Thanh Dat Clean Rice brand.

Overview of the acceptance meeting

Council members

Research team

The results of the second survey help to evaluate the effectiveness of the brand communication process, with 83% of the respondents recognizing the brand compared to 31% in the first survey, showing the effectiveness of the product communication campaigns during project implementation. The trademark "Thanh Dat clean rice" was granted an exclusive certificate by the National Office of Intellectual Property of Vietnam, the project has built a brand identity including printed publications, online publications, product packaging; layout of exhibition space and brand identity. In order to improve the role and operational efficiency of cooperatives, the project cooperated with the cooperative to develop regulations on management, use and development of brands. In particular, the regulation stipulates specific rights and obligations for participants in the cooperative, the role of the brand management unit and members when using the brand in the production, business, process and the conditions to be followed when using and developing the trademark.

The project built information and communication channels for Thanh Dat Clean Rice brand with information posted about the Cooperative, its products and information related to the rice market and agricultural products; information store and share system related to the product production process from planting to consumers, products participating in the system are identified by Qr-code to help consumers quickly access information about the product, building trust for customers in using the product, increasing the competitive value of similar products in the market.

In addition, the project also carried out communication activities through direct channels, such as displaying products at 5 locations in Vinh Thanh and Ninh Kieu districts, performing advertising at the point of sale, making personal offers, advertise through online stores and regularly advertise and propagate through social relations and all subjects when conditions permit; Indirect communication through social channels, such as youtube, facebook and google, etc.

After 18 months of implementation, all project contents have been implemented in accordance with the set requirements, meeting the goal of building, exploiting and developing Thanh Dat clean rice brand, thereby contributing to raising the value and competitiveness of similar products in domestic and foreign markets.

The Council has agreed to accept the project, but the research team needs to add some additional contents to complete the report according to the comments of the council members.

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