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CHAPTER 2: BUILDING BRAND POSITIONING FOR THE PRODUCT
1. Building brand positioning in the market:
a) Functional needs:
Products use soft sponge gourd-like bird's nests with 60% pure bird's nest, rich in protein and
essential minerals, ensuring digestive health, boosting immunity, preventing aging, and aiding
recovery. The modern closed-loop production process, adhering to VSATP standards and UV
sterilization, ensures food safety and preserves full nutritional value.
b) Symbolic needs:
An Viên represents a trusted, socially responsible brand committed to delivering “True
Value” while preserving the traditions of the bird's nest industry. Its products, sourced from
the rich Kien Giang region, are positioned as symbols of global luxury and class.
c) Experiential needs:
An Viên offers a natural, mild sweetness using organic sugar, appealing to those who prefer a
light, chemical-free taste. Products like bird's nest with cordyceps and ginseng provide a
unique experience, combining rare, valuable ingredients. The brand emphasizes natural,
handcrafted production, delivering a pure and authentic connection to nature.
From these benefits, An Vien positions itself as a brand that not only provides nutritional
value but also represents class and offers a unique experience for consumers
2. SWOT Analysis
Strengths
High product quality: An Vien products use
soft and smooth bird’s nest fibers, rich in
protein and essential minerals, ensuring
optimal nutritional value and safety for
health.
Modern production technology: The closed
production process applies VSATP
technology and UV sterilization, ensuring
food safety and preserving the nutrients
from the bird’s nest.
Diverse distribution system: An Vien has a
distribution system that includes direct
sales, supermarkets, convenience stores, and
online platforms, making the products easily
accessible to customers.
Weaknesses
New brand: Being a newly established
brand in 2023, An Vien lacks widespread
recognition compared to long-standing
brands like Yen Viet or Yen Khanh Hoa.
Product pricing: Although the products are
of high quality, their prices may be higher
than competing brands, making
price-sensitive customers hesitant to choose
An Vien.
Opportunities
Threats
