Insights
Written for manufacturers thinking about Vietnam, and for the ones already here who are wondering why it is going slowly.
Market
Southern Vietnam, the central coast and the Mekong Delta are usually written into a plan as one territory. They buy differently, they are reached differently, and treating them as one is the most common mistake in a first Vietnam launch.
Registration
Most foreign dossiers are not rejected. They are queried, re-queried, and lose a year to a document that was in the wrong format from the beginning.
Distribution
Thirteen provinces, no dominant city, and a trade that still moves by river. The delta is where a distribution model built for Ho Chi Minh City quietly stops working.
Retail
In much of the retail trade the customer describes a symptom rather than asking for a brand. What happens next is decided by the pharmacist, and it is not decided by your packaging alone.
Hospital
The largest buyers in Vietnamese healthcare are institutions, and an institution buys on a cycle. Missing the cycle does not cost you a negotiation — it costs you a year.
Market
Three ways into Vietnam, three different costs, and a common mistake: buying the cheapest one and expecting what the expensive one does.
Get in touch
Ask it directly. We would rather answer a specific question than write another general piece.
