SEOUL, KOREA - The sales of Orion Choco Pie passed the 2-billion-unit mark in Vietnam as of the end of May 2014.This milestone is achieved in eight years after Orion launched into the Vietnamese market in 2006.
Given that Vietnam has a population of 90 million, 2 billion Choco Piesis equivalent to saying each Vietnamese citizen has swallowed up 22 pies during this period. Its value is estimated at about 300 billion won.
Orion attributed the strong results to its localization efforts. For the entire aspects of its marketing ranging from packaging to advertising and promotion, Orion pursued a localization strategy there.In the Vietnamese snack market, the share of Orion Choco Pie recently exceeded the 80-percent level.
An Orion official said, “Our top management has visited Vietnam almost every month to check local marketing activities.”
