SAPUWA’S BRANDING STRATEGY– A YEAR IN REVIEW

Within outstanding achievements in the development of production and business activities, the responsibility for employees and the positive contribution for social community, in the first days of the New Year 2016 and the exciting atmosphere of satisfactory revenue result, SaiGon Pure Water Limited Liability Company (SAPUWA) received simultaneously three good news: First, being honoured “Top 100 Firm Vietnam Brands in the 2^nd term 2015” in 17^th January 2016 in Ha Noi (Minister of Science and Technology and Union of Science and Technology Vietnam hold periodically every three years. Second, being honoured “Having excellent achievements in the emulation in production and building firm Labour Union in 2015” by Ho Chi Minh City General Confederation of Labour. And third, being honoured “Having excellent achievements in building the cultured unit” by Chairman of Go Vap District People’s Committee. These are examples of SAPUWA’s achievements, following the glorious history in during the operation and branding SAPUWA’s process.

 

 

SAPUWA is voted in all of following three prestigious awards. That is not random and easy. What’s SAPUWA secret? The intense competition is happening in the market, customer’s request and social vision are getting higher. So, if many enterprises want to develop firmly, all activities of Company have to be associated with branding. Companies not only need to have products which meet Foods Safety Standard to protect and improve human health, carry out customer services but also implement Company’s responsibility for employees and Corporate social responsibility. Depending on this base, SAPUWA performed SAPUWA’s Brand Strategy and achieved real business efficiency.

 

 

Foods Safety is SAPUWA’s Target

 

Bottled drinking water is a product which affects consumer’s health. Therefore, Foods Safety is brought to the front by SAPUWA and there isn’t any mistake in quality. Within Vietnam dynamic economic background and the international economic integration, SAPUWA and many Vietnam prestigious Brands applied International Standards and certified independently to meet Foods Safety Requirements of major market in Vietnam and all over the world. Over the past two decades, within more and more efforts, wisdom and money, SAPUWA’s patience is to build and improves continuously the Quality Management System HACCP/ISO 22000:2005. Along with the investment in facility (factory, environment, light, production process, quality control method, means, tool…) following GMP Regulation and training professional staffs about monitoring the implementation Standard. Technology Department sets up the target that product must meet 100 percent of Safety Standards, monitored usually the result and then evaluated systematically according to Key Performance Indicator. All of them are to improve production activities. SAPUWA equips a modern lab with European equipments such as: spectrometer, electron microscope, autoclave sterilizer, pH meter… They are calibrated periodically to ensure the absolute accuracy. Every finished product must be reach Standards, Regulation of Vietnam, FDA and World Health Organization (WHO) before SAPUWA delivers to customers.

 

 

Saving cost from computerization strategies

 

SAPUWA applied successfully CCTV camera system and the fast, stable, sharp data transfer software in control of production, business, transport and distribution… SAPUWA also established Security Department to not only monitor continuously more than 40 cameras, but also combine with other means such as: recording, positioning equipment which is installed in all Departments, Centers and delivery trucks… Although managers aren’t at workplace, they can operate all activities taking place at any time. Thence, they will have timely treatments, guidance to assess the capacity of employee equitably, avoid negative situation, over time… Moreover, strategies, plans, policies, regulations will be responded, deployed quickly and managers will receive feedback immediately. That helps SAPUWA to save time, human resources, supplies, money and contribute to raise productivity and efficiency.

 

After-sales Service

 

If Companies want to exist and develop strongly in the international economic integration, quality product and saving cost aren’t enough to become a competitive strength. Being aware of that matter, SAPUWA also have many activities in which are suitale with market trends and consumer tastes, specially a good customer service. Those are services like promotion, after-sales service, free ship, free mantainance with water dispenser…

 

SAPUWA doesn’t stop looking for good solution for customers in finding out about products have different quality against others in market. Beisdes, SAPUWA usually updates new services, priority policies on SAPUWA’s website. They not only affirm the rank, publicity and transparency of SAPUWA, but also introduce to brand, contact directly with customers, domestic and foreign partners. From that point it made a firm position in customer’s awareness of SAPUWA’s product. Futhermore, SAPUWA also has a professional team who is trained fully product knowledge to sales support, monitor and manage the area… Those help them report timely to Company about customer’s petitions. Thus, company can have suitable reaction and satisfy optimally customer’s demand.

 

In the other hand, SAPUWA always attaches special importance to brand image. Every SAPUWA’customer is not only satisfied about product, service but also business sense – social concern. Consumption, profit, ability to reproduce, expand business must be associated with benefit of consumer and community in short and long term. That is also a way to create customer’s trust.

 

Ethical concerns in implementing business strategy during last years helped SAPUWA to make the difference and customer’s trust all over the country. The revenue increased annually by an average of 25 percent that contributed to stabilize Vietnam’s economy, getting job for employees and charity.

 

Combining culture and life

 

Within the target: “Building Vietnam Brand with international quality and serving customer better”, SAPUWA always proves the mutual relation between union and enterprise. Specially, Labor Union helped Company to build and develop brand, devoted heart and mind to working according to firm development trend which Company defined. At the same time, it also helped SAPUWA to look after employee’s interests and adequate food and clothing are ensured.

 

Salary system for employees is built suitably with every development period, social standard to ensure the justice, flexibility, competition with dedication level of employees. Specially, Board of Directors usually monitors the result of production and business activities in every Department, evaluates exactly individual performance to commend and reward, encourage staffs to be engrossed and creative in working, complete quality target, revenue, productivity…

 

At the beginning of 2015, Board of Directors doesn’t hesitate to increase salary for all of staffs (besides annual seniority) and deduct 10 percent of profit to reward with staffs.

 

In addition to the implementation of working regulations, making arrangement for distant staffs; maintaining dining club, beauty room; life of staffs are stable with the average salary: 8.000.000 VND/month; on Internation Women’s Day, every female staff is offered a meaningful present; on Universal Children’s Day, their children are given gifts and joined amusement activities which Labor Union organized; subsidizes for staff or wife’s staffs are pregnant 4.800.000 VND/year/person; having periodical medical examination for the whole staffs in 1 year; holding annual field trip in Mui Ne (2015). SAPUWA also established SAPUWA’s Football Team, invested sport devices, created favorable conditions for some staffs to pratise and enter competitions of Football Tournaments in District on major traditional holidays in Vietnam. Many forms of sports are loved by the majority of staffs. That contributed to encourage sports movement in company more and more eventful and developing.

 

Concerning about staff’s health and life, company has made a healthy, devoted, dynamic and creative team to achieve high effect in production and business activities.

 

Moreover, SAPUWA’s Labor Union also established “Charity Funds” – Board of Directors and all of Staffs contributed to help families of staffs who sustained heavy losses in the flood…  From Company’s Foundation there’s not any labor dispute or strike in SAPUWA because of timely concern of Board of Directors.

 

To prove the effective operation of human resources, Board of Directors attached special importance to training professional competence for each position. Some Senior Executives were also appointed to learn about specialist skills in developed countries. SAPUWA had annual increasing salary policy. This stimulates each staff to strive to become "good people" in their job and life because the salary is associated with the work result of each person. Besides the practice of professional competence, accuracy, saving awareness, trainees also were trained about the meaning of business philosophy 4 Cleans: Clean Person, Clean Workshop, Clean Product, Clean Profit. SAPUWA considered “Human” – the top strategy in every activity.

 

Learning is not only purely speciality, but also is to express “SAPUWA’s image”. So trainees are trained about customer service attitude, professional communication, gesture, action and behavior…

 

As every year, The Year of Monkey 2016, all of staffs were paid 13th month salary, rewarded from the remainder of days’ leave and 14th month salary (staffs weren’t on leave in year) with the average money is over 10.000.000 VND/person. Every staff also rewarded a Tet’s present, including many useful products, such as: sugar, milk, monosodium glutamate, soy sauce, fish sauce, cooking oil, SAPUWA bottle drinking water… Futhermore, excellent staffs will be rewarded with valuable gifts and money by Labor Union.

 

Attending to human resources policy encouraged the creation, cooperation between Departments to maximize resources. As a result, SAPUWA possessed a workforce who is trained methodically, dedicated, dynamica, industrious and clever. This can be the first and the most important element which helped SAPUWA competed successfully in conpmetition and developed strongly.

 

Therefore, in this difficult time, while many enterprises have to deal with budget cut to reduce cost, SAPUWA recruited more than 135 staffs, expanded many agencies to meet requirement of production and business.

 

Sharing with Community

 

Charity activity is an indisoensable part in SAPUWA’s business strategy. SAPUWA attempted continuosly to stabilize and develop firmly. That is a solid foundation to join humanitarian operations with the expectation of doing meaningful things for less fortunate. Simultaneously, that is also corporate social responsibility. This is an important business phisolophy which made commendable lively culture of SAPUWA.

 

The same as last years, in 2015, SAPUWA deducted 10 percent from profit to participate in sponsoring water, money for sport, culture, education and health activities… It expressed humanitarian meaning, the spirit of solidarity, such as: Giving scholarship for poor student, “Happy Spring” (The Ho Chi Minh City Association For The Support Handicapped And Orphans), RMIT Basketball Prize 2015 (RMIT University) and other programs.

 

Especially, SAPUWA didn’t forget the soldiers who having been defending Vietnam’s border area and remote islands to keep the peace for our country. So urban population can enjoy completely peaceful Spring besides family and relatives. SAPUWA responded and sponsored water for all of participants in exchange program “Spring on remote island” to raise fund and support Truong Sa Island. SAPUWA and other sponsors hope that soldiers could enjoy a warm, happy Tet’s Holiday with meaningful presents which “Spring on remote island” program brought to them.

 

 

SAPUWA brand always satisfies exactly “Foods Safety” Standard, contributes actively billions each year to charity activities and implements full of commitment, contract with partners (from quality, quantity, service to delivery time, mode of transportation). Moreover, SAPUWA is considered as a humane, enthusiastic, serious symbol in working and cultural behavior… Because of that reason, SAPUWA was honoured “Cultural Enterprise”.

 

Awards are as the motivation for SAPUWA to continue attempting in every situation. It is to assert, improve the position in market and keep the the trust of customers and partners. At once, that also heightens the target: developing enterprise along with developing society. SAPUWA always have practical actions because of a firm and humanitarian community. It helps SAPUWA brand rise to new heights, continue to achieve worthy achievements and contribute to bring benefits for country, society and employees.

 

On the occasion of The Year of Monkey 2016, Board of Directors and SAPUWA’s Staffs wish Agencies, Enterprises, Entrepreneurs, Partners a Happy New Year with full of Success – Healthiness and Prosperousness.     

 

Xuân Lan – Admin. and Org. member