Rinnai branding proposal 2017

EXPERIENCE THE INNOVATION

RINNAI BRAND – OVERVIEW & SUGGESTIONS

1. Home & Kitchen Appliances Market Outlook 2. Brand Health Check Methodology 3. Online Purchase Opportunity of Home Appliances 4. Suggestions

RINNAI RONG VIET PRODUCT LINES

• Tabletop cooker • Built-in gas (hob/stove) • Cooker hood • Water Heater • Rice cooker • Oven • Cabinet stove • Clothes dryer / Dish dryer • Food waste disposer

HOME & KITCHEN APPLIANCES MARKET OUTLOOK

Small Cooking Appliances Market Sharp Electronics Vietnam maintains leading position with a 20% volume share, followed by Goldsun JSC and Rinnai Vietnam respectively. http://www.euromonitor.com/small-cooking-appliances-in-vietnam/report Volume growth was 11% in 2015, its current value growth reached 15%. The lower volume growth compared to the value growth was mainly due to the unit price gain in 2015. A stronger presence of premium brands such as Fagor and Malloca are largely responsible for the unit price rise.

Large Cooking Appliances Market

Rinnai Vietnam led built-in hobs with a volume share of 28% in 2015, followed by Goldsun JSC with a volume share of 20%. On account of the leading players success, Rinnai is a perennially prestigious brand, well known among housewives

Goldsun is much younger in comparison with Rinnai. However, its lower pricing strategy supported by good product quality means that it is quickly gaining stronger popularity, which largely contributes to its second ranking

BRAND HEALTH CHECK METHODOLOGY

BRAND HEALTH CHECK METHODOLOGY - LEADERSHIP

• Availability: Rinnai has built a wide distribution network in Vietnam with a diversified product portfolio and affordable prices • Reputation: Rinnai’s reputation of strong product quality and brand equity is highly regarded in large appliances by Euromonitor, as stated in the competitive landscape • Do customers see the brand as capable of serving them now and in the future?

BRAND HEALTH CHECK METHODOLOGY - ATTRACTIVENESS

• Attractiveness is strongly related to customer satisfaction • A customer’s experience with a brand is the method by which positive associations are built • Measures the extent of positive associations with a brand • Are customers and prospects drawn towards the brand?

• Rinnai currently holds the promise of + Safety and assurance + Comfort + Environment-friendly + Heat and comfortable lifestyle + Energy efficiency + Advanced technology

BRAND HEALTH CHECK METHODOLOGY - DISTINCTIVENESS

• Distinctiveness is related to attractiveness and customer satisfaction • Measures the perceived relevance of a brand • Do customers perceive the brand as to be “set apart” from competitors? (Suggestion of showroom live-cooking/experimenting project)

BRAND HEALTH CHECK METHODOLOGY - LIABILITIES

• Measures the brand’s vulnerabilities, negative association and consumer reluctance • What is limiting commitments to the brand and repelling customers? + Insufficient information on the website + Confusion on various unofficial or unauthorized websites + Customer spending budget + Alternatives from competitors + Customer’s tendency of switching provider

BRAND HEALTH CHECK METHODOLOGY – CUSTOMER SATISFACTION

• In comparison to another South East Asian market (Rinnai Indonesia has won 9 consecutive Best Brand Awards in Tabletop Cooker Category and 9 consecutive Indonesian Customer Satisfaction award in Kompor Gas Portable Division), has Rinnai (Vietnam / Rong Viet) achieved the similar success?

• Are customers satisfied with their experiences with Rinnai? How’s the level their satisfaction?

• To evaluate the customer satisfaction better, a survey for Rinnai Vietnam should be conducted • On Rinnai Vietnam website, there has not been a customer service section, unlike other South East Asian branches (Thailand, Indonesia, Malaysia)

BRAND HEALTH CHECK METHODOLOGY – CUSTOMER SATISFACTION

• A survey results affirm the centrality of hot water to daily life and, crucially, the reliability of the technology supplying it. In fact, 92% of survey takers said they were interested in purchasing a tankless water heater after learning about the benefits offered.

http://www.tanklesswaterheaterworld.com/best-rinnaitankless-water-heater-reviews/

BRAND HEALTH CHECK METHODOLOGY – BUSINESS PERFORMANCE

BRAND HEALTH CHECK METHODOLOGY – BUSINESS PERFORMANCE

BRAND HEALTH CHECK METHODOLOGY –ACTIVE BRAND MANAGEMENT

“Consumers experience the brand on a number of touch points which are – among others – the product itself, the advisor, the communication activities. A positive brand perception among all those touch points drives demand in the favor of the brand and allows higher sales volumes at better prices.

Both are critical factors for generating additional economic value.”

- ĐỒNG TIỀN THÔNG MINH - TOP CEO

• Rinnai has sponsored many sporting events (communication activities?)

• http://www.buildingspecifier.com/rinnai-takes-major-sports-sponsorship-with-rugby-superleague-team-widnes-vikings/ • http://contractormag.com/marketing/rinnai-sponsor-march-14-nascar-xfinity-series-raceams • http://www.rinnai.co.jp/en/releases/2016/1206/index.html

ONLINE PURCHASE OPPORTUNITY OF HOME APPLIANCES In 2016, Internet retailing has a strong performance in line with the rising number of Internet users and the country’s improving Internet quality. Internet retailers offering flexible policies and cooperating with international financial card operators to encourage online purchase. The channel is seeing a good growth rate.

ONLINE PURCHASE OPPORTUNITY OF HOME APPLIANCES

ONLINE PURCHASE OPPORTUNITY OF HOME APPLIANCES

ONLINE PURCHASE OPPORTUNITY OF HOME APPLIANCES

LACKING OF BRAND DIGITAL FOOTPRINT

https://www.facebook.com/Midea-Vietnam-214821341999347

https://www.facebook.com/GoldsunVN

https://www.facebook.com/sharpvietnam

Lacking of digital activities.

Should create the social media assets Like FACEBOOK for Interaction?

Keyword Search: Rinnai Vietnam

SUGGESTIONS FROM BRAND RESEARCH

INVEST IN IMPROVING DIGITAL & SOCIAL MEDIA FOOTPRINT

Example from Rinnai US compared to competitors

SUGGESTIONS FROM BRAND RESEARCH Official Products Landing Page

Company Profile Website

www.rinnai.vn | www.rinnai.com.vn

www.rinnai-rongviet.com

• Make rinnai.vn to a landing page displaying more product lines, adding English content & adequate info, especially price quotes • Categorize consuming and commercial products • Find solutions for rinnaichinhang.com, rinnaivietnam.com, rinnai-home.vn -> lawsuits?

• Rinnai-rongviet.com to focus on company profile video, website • The social media footprint from Rinnai US as well as local firm seems lacking compared to other competitors => Restructure social media & redesign branding guideline (brand message, brand identity, stationery)

The current Rinnai Vietnam website is underperforming

OFFICIAL PRODUCTS LANDING PAGE Official Products Landing Page www.rinnai.vn | www.rinnai.com.vn Rinnai Product Lines For Vietnam Market

• • •

Commercial Products

Consuming Products

B2B Projects such as: Resort, Hotel, Building,…

Company Profile, Company Credentials.

Business Enquiry (Call-to-action) Customer Service

Products Presenting, Specifications in infographic, Promotions, New product launching, E-commerce, Callto-action, Customer Service, Social Media Converting Landing Page, Social Media Assets.

Converting back to company website

COMPANY PROFILE WEBSITE COMPANY PROFILE www.rinnai-rongviet.com Company profile in Video & pdf which is downloadable • • •

B2B Projects such as: Resort, Hotel, Building,…

Company Profile, Company Credentials.

Business Enquiry (Call-to-action) Customer Service

For Commercial Use Only Backlink to each other Consuming Products

COMPANY PROFILE WEBSITE

A more in-depth market research should be conducted to gather better consumer insights throughout the Vietnamese market Working with agencies for the overall plan