Thai goods enjoy a reputation for above-average quality in Vietnam, where many consumers are willing to pay a little more for something with a Product of Thailand label. However, consumer tastes are constantly changing and marketers must be prepared to defend their products reputations against new competition.

Thai goods have not flooded Vietnam the way products from China have, but have gradually expanded their presence based on higher quality and better services. Among the Thai brands that have built great market share momentum are Red Bull energy drinks, Rosso mens underwear, BSC cosmetics, Three Lady Cooks foods, Pao laundry detergent, and Malee fruit juice products.

One of the very first things that we need to do is maintain brand loyalty and continue to improve product quality, says Dr Siwarit Pongsakornrungsilp, head of the Consumption and Sustainable Economy Research Cluster (CSE) at Walailak University in Nakhon Si Thammarat.

It is important to note the effects of digital media on consumer culture trends, as when people see more, they have more choices which leads them to be more selective when it comes to purchasing decisions.

To expand their share in Vietnams consumer market, he says, exporters have to create a distinctive brand story. Successful brands develop a conceptual framework to capture customers collective consciousness and make the brand unique and memorable.

The success of Korean products in Vietnam since Korean pop culture spread across Asia makes an excellent case study for this theory.

Last year Vietnam imported $13.17 billion worth of products from South Korea, a rise of 65% from $8 billion just three years earlier, helped by the enthusiasm of Vietnamese young people for K-Pop and housewives for Korean TV shows.

Thai exporters can learn from Koreas success and try to create brand stories to make their products the talk of the town. Making sure that salespeople in stores have a positive feeling about your products is a plus.

Researchers have found that compared with their peers in other countries, Vietnamese shoppers, especially those above middle age, like to interact with salespeople and get their comments and recommendations. As well, according to the Nielsen Shopper Trends Study, Vietnamese shoppers are the most prolific promotion-seekers in Asia, so regular promotional campaigns can be a great bonus.

Participating in exhibitions and trade fairs is also very significant promotional tool for ewxporters seeking to introduce new products, says Busaba Butrat, director of the Thai Trade Center in Hanoi.

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Opportunities await in Vietnam, but preparation a must