HCMC - As a module of its supporting project of VASEP, CBI requested the assistance of Fresh Studio to design and facilitate a workshop. The aim of the workshop was developing a brand strategy for pangasius to enter the European market.

Background
Pangasius is one of the key commodities in Vietnam and contributes important to the Vietnam export sector both in total value as well as in global outreach. However, over the past years, the export of pangasius is suffering from a poor image (resulting in declining prices and decreasing revenues). In order to counter the negative perception, price and revenue spiral, the Vietnam pangasius sector has expressed the ambition to develop a sector wide promotion and brand strategy, mainly targeting the two export markets USA and Europe.

The Centre for the Promotion of Imports (CBI) contributes to sustainable economic development in developing countries through the expansion of export from these countries to the Netherlands and larger European Union.

In Vietnam, CBI is already active in supporting Vietnamese companies to strengthen their competitive capacity in various sectors.

Currently CBI is engaged in the Vietnam pangasius sector and in this closely collaborates with the Vietnam Association of Seafood Exporters and Producers (VASEP).

Support of Fresh Studio
CBI requested the assistance of Fresh Studio to support the market position of Vietnamese pangasius in Europe. Fresh Studio has strong expertise and experience in (1) marketing and branding of agricultural foods and (2) aquaculture sector in Vietnam. Fresh Studio designed and facilitated a brand strategy workshop for VASEP, which was conducted in Ho Chi Minh City.

A very important outcome of the workshop was the understanding and precisely definition of the need of VASEP; the development of an end-consumption oriented communication strategy.