Management and development of Tan Thoi durian brand
In the morning of August 17, 2022, Can Tho City Department of Science and Technology organized an Acceptance Council for the project "Management and development of Tan Thoi durian brand" under Can Tho City intellectual property development support Program for the period of 2016-2020. The Council was presided by Mr. Ngo Anh Tin - Director of Can Tho Department of Science and Technology. The project were carried out by Dr. Le Van Banh and MSc. Nguyen Thanh Vu. The project implementation period is 24 months (from October 2020 to October 2022).
Overview of the meeting
The project aimed at building a management model and developing a collective trademark of Tan Thoi durian in Phong Dien district, Can Tho city to enhance the added value of the product in the market.
Council's members
Over the implementation period, the project has completed the registered contents in the mission description, including survey and evaluation; design, test application of Tan Thoi durian brand identity for 03 households participating in the model and organizing activities in the model of developing Tan Thoi durian brand. The results of the first survey were 60 durian growing households (30 commercial organizations and 120 consumers) and the project evaluated market information from stakeholders to propose a 4P model in brand development of Tan Thoi durian.
Accomplishing the objectives set out in quantity and quality in the 4P model of Tan Thoi brand development, including: signing a contract to sell durian products; 01 media clip broadcast on the channel of Can Tho City Television Station once a week for 6 months and posted on the website of Can Tho City Department of Science and Technology; register 03 barcodes for 03 households participating in the trial; installing 01 board to promote the collective brand of Tan Thoi durian at tourist spots and selling points/fruit shops of Can Tho city; design and implementation of 15,000 stickers on fresh durian fruit; design and implement 06 kg of packaging/month for 3 months to use at Tan Thoi durian selling points; design and implementation of durian selling points in Ninh Kieu district, Tan Thoi commune and the conference organized by the Ministry of Agriculture and Rural Development at the Can Tho City Party Hall.
Research team
The project helps durian growers to participate in the project of wholesale to traders and retailers at selling points, conferences and fairs. At the same time, the project also helps durian growers in Tan Thoi realize that creating value-added products, such as freezing durian segments, will bring higher profits than selling fresh fruits.
The project has contributed to increasing the awareness of Tan Thoi durian brand in the minds of Can Tho consumers and tourists. The results of the second survey (after implementing the model) for 120 guests recorded an increase in awareness from 18.33% to 55.83% and the rate of choosing to buy Tan Thoi durian increased from 5-37, 5% shows the effectiveness of the brand development model and communication products during project implementation.
The Council approved the project acceptance. However, the research team need to amend and supplement some contents in the report according to the comments of the council members.
ctngoc
Can Tho City Department of Science and Technology