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Reputation Management – The Case Of Abbott

Having entered the Vietnam market in 1995, Abbott's products are considered premium and are preferred by affluent Vietnamese consumers. However, due to price hikes in recent years, the Abbott brand has come under media scrutiny and its pricing policy is often portrayed as exorbitant and...

How Goodyear Overcame Poor Quality Perception Issues

In early 2012, Goodyear discovered through market research that customers had poor perception of the company’s products. Almost all negative comments came from the two most popular automobile forums in Vietnam - otofun and otosaigon – which have about 500,000 members total and more than 1,000,000 frequent readers. A key insight to this low opinion was the quality of Goodyear products stemming from consumer experience with the first batch of Wrangler tires installed on the pre Ford Escape 2009 models. Widespread consumer comments online blamed these tires for being too noisy and unsuitable for Vietnam’s road conditions.

Vietnamobile - Small but Mighty

Vietnamobile is a joint venture between Hanoi Telecom and Hong Kong-based Hutchison Telecommunication. It became public in 2007 and the new branding of Vietnamobile debuted in April 2009, after completing a technology conversion from CDMA to GSM. At that time it became the country’s fourth GSM mobile services provider after MobiFone, Vinaphone and Viettel.

Community Outreach, The Greenfeed Way

From its humble beginnings as an animal feed producer and over the last 9 years of operation and evolvement, GreenFeed Vietnam Corporation has always ceaselessly pursued its goal of being a solution provider to a clean foodstuff industry.

Battle Against Software Piracy

The Challenge Starting in 2004, Microsoft has been working with the Vietnamese government to increase awareness of software piracy and its consequences in Vietnam in the effort to significantly lower the software piracy rate – the highest in the world at 92 % (according to the annual IDC...

Association Of Chartered Certified Accountants (ACCA)

The Challenge When ACCA officially opened its representative office in Vietnam in 2004, Pioneer was selected to help enhance ACCA’s brand awareness in Vietnam through media and public relations. At the time, the ACCA brand was not widely-known among Vietnam’s civil authorities,...


The Challenge In 2005, Citigroup, one of the world’s largest financial institutions, enlisted Pioneer Communications to help leverage media coverage on its business activities and to promote its image in the Vietnamese market. The Solution Pioneer has successfully organized a number of...