Project

CAM PHA CEMENT | Brand Audit & Positioning Project

Client

Cam Pha Cement - Viettel Group

Date

2025

Location

Vietnam

Categories
Context Compass

The Challenge

A major challenge arose from the fragmented perceptions among customers and distributors across the three surveyed markets.

 

Each region had distinct competitive landscapes, distribution models, and consumer behaviors — leading to differing evaluations and expectations of the brand. This diversity made it difficult to consolidate initial insights into a coherent whole; merging them too early risked losing the nuances and essence of each market.

The Solution


(1) The core issues and unique barriers within each region
(2) The underlying drivers that shape trust and cement-purchasing behaviors differently

This approach provided a clearer understanding of both the weaknesses and growth opportunities of Cam Pha Cement in each region, enabling the development of tailored brand solutions customized to local characteristics — rather than applying a one-size-fits-all model across the entire market.