SUN x FrutoNyanya - Sales & Strategies on all platforms

From Zero To Marketplace Leaders

FrutoNyanya enters the Vietnamese market from 10 years ago with only general trade and had never entered Modern Trade or E-commerce. Their products focus mainly on weaning products which is for 6-month old kids, which is the big challenge for FrutoNyanya develop their sales on market especially E-commerce - Online Market.

E-commerce Market Entry

FrutoNyanya was determined to establish a presence in the newly minted playground, that is e-commerce. The opportunity presented itself when COVID-19 hit. E-commerce boomed and became a significant priority for the group’s strategy. Determined to be the top brand on weaning field, FrutoNyanya chooses Shopee, Lazada, Tiki as the first start.

The Challenge

Galderma identified the strong presence of competition in the online market, and specifically in online marketplaces such as Lazada, Shopee, and Tiki. The group’s competitors have been in e-commerce for a number of years now and knew how to operate in an online environment and win the market. This means that FrutoNyanya needed a rapid go-to-market strategy with the accumulated know-how and technology to utilize the major market shift.

Choosing Sun E-commerce

Sun E-commerce account management team was able to recognize a gap in the market and developed an innovative approach to enter a highly saturated market.

FrutoNyanya entered a client partnership agreement with Sun E-commerce for end-to-end services including e-commerce platform design and development, performance marketing, order fulfillment and warehousing, delivery and logistics, customer service call centers, creative production, marketing planning, and strategy, and channel management.

With Sun E-commerce as the top-tier creative and strategic e-commerce agency in Vietnam,  processes are more streamlined, reducing long-term unit costs operating under the economies of scale principle.

Sun E-commerce team started formulating FrutoNyanya’s strategy on multiple channels such as Lazada, Shopee, Tiki, Tiktokshop and now expanding outright services to Grabmart.

The Strategy

Using keyword and search data, Sun E-commerce team analysis of the market has shown that consumers are shifting towards weaning products, and quality products in the weaning foods industry, where consumers are increasingly well informed and constantly looking for each and every ingredient in the product.

The online consumers are very well aware of ingredients and their benefits – and Sun E-commerce team highlighted FrutoNyanya's quality ingredients in each campaign, assets, search ads, and throughout the brand’s online presence. While focusing on educating consumers about FrutoNyanya’s benefits, the team knew how to balance the brand positioning of FrutoNyanya together with the marketplace’s promo-driven audience and created a strategy that complemented the brand’s position in the market.

Collaboration, Technology, and Creative Thinking

Data presented by Sun E-commerce allowed FrutoNyanya to execute bundling and sampling strategies shifting assortments that started with +100 SKUs to a selection that is growing by the day.

Using the analytics on consumer behavior, the team analysis detected that consumers usually purchase specific items together, allowing the team to respond quickly to the shifting demands by creating the right bundles.

Success and Achievements

Sun E-commerce team achieved success utilizing extensive market experience working with the top brands from various industries, relationships with the platforms and marketplaces, understanding of the market, the focus on innovating our systems and technologies, and a dedicated team that embodies the Sun E-commerce has bring FrutoNyanya to the top 2 of weaning brands in every marketplaces compared to the biggest competitors and now engraves to customer's mind whenever they are searching for weaning products, they search "FrutoNyanya".