Bel Vietnam Company Limited (Vietnam)

The subject is one of member companies in Bel Group. This Group is a family-owned company with more than 150 years of history and a major international player in the food industry. The subject specializes in producing kinds of cheese with some prominent brands like The Laughing Cow (La Vache Qui Rit), Kiri, Babybel, Leerdammer… Products are consumed in both domestic and foreign markets.Since 2017, the subject has operated a new cheese factory with capacity of 10,000 tons per year in Binh Duong Province. The company also focuses on sustainable development solutions like installing solar panels in order to reduce carbon emission and implementing other social projects.About dairy products category in Vietnam, the group of cheese products is still growing. Among cheese brands, The Laughing Cow (La Vache Qui Rit) is the leading brand with overwhelming market share. However, the growth is not as good as planned target because The Laughing Cow cheese product does not have much nutritional difference (along with higher price) when compared with other popular dairy products like yogurt. In addition, Vietnamese consumers do not know how to use cheese in various ways when most of them are directly eating whole pieces. It also narrows use of products, especially in daily meals. In context of the fact that the competition pressure has constantly increased, this requires suitable marketing programs in order to reaffirm brand position in the market.