Mom’s Care: Vietnam Market Entry Test

Mom’s Care, a new Korean baby food brand, saw immense potential in Vietnam’s fast-growing Mom & Baby sector. However, the market is saturated and fiercely competitive. A large-scale launch without validated data was a high-risk gamble. Mom’s Care needed a smart, low-cost way to test the waters and answer critical strategic questions before committing to a major investment.

Before a full-scale launch, Mom’s Care faced crucial uncertainties:

• Product Fit: Would the product’s taste and texture suit Vietnamese children?
• Price Point: What is the acceptable price range for Vietnamese mothers?
• Marketing Message: Which product benefits would resonate most strongly?
• Market Potential: Was the market truly viable enough for a major investment?

• Gather qualitative feedback on product taste, texture, and preference.
• Test different price points to measure initial sales velocity.
• Identify the most resonant Key Selling Point (KSP) through organic comments and discussions.
• Generate initial, real-world sales data to prove product-market fit.

Instead of a costly launch campaign, we designed a hyper-focused Pilot Test to gather real market data.

1. The Right Platform – TikTok Shop: We chose TikTok because it’s the “content universe” where Vietnamese moms authentically share their daily lives. The prevalence of dedicated channels for children made it the ideal environment to partner with influencers whose kids were in the perfect age range for weaning products.
2. The Right People – 8 “Hot Mom” Micro-Influencers: Authenticity was our core criterion. We selected 8 mothers who had smaller, engaged followings and frequently shared genuine content about their children’s meals and care routines. This ensured that their reviews would be natural, trustworthy, and would reach the precise target audience.

The campaign delivered multi-dimensional results, providing a panoramic view of Mom’s Care’s potential.

1. Validated Initial Market Traction: The test generated 77 product sales and 6,000,000 VND in revenue. While modest, this revenue from a minimal-budget test provided hard proof of initial product appeal and consumers’ willingness to pay.
2. Discovered the Marketing “Gold Mine” – A Key Selling Point: The most valuable outcome was consumer insight. We discovered that the “calcium from seaweed” feature was the most discussed and valued benefit among mothers. This insight provided a clear marketing direction for future campaigns, saving tens of thousands of dollars in trial-and-error advertising.
3. Unlocked an Unexpected B2B Channel: Beyond expectations, the campaign attracted inquiries from B2B distributors. This signaled strong potential for future distribution channel expansion and gave Mom’s Care a stronger negotiating position for its official launch.

The Mom’s Care case study proves that market entry doesn’t have to be a high-risk leap. By starting with a small, smart, and focused Pilot Test, brands can validate products at minimal cost, uncover invaluable customer insights, and open unexpected business doors—a lean and effective approach to conquering new markets.