Kova: Becoming a Vietnamese household name in paint

• Main Authors: ZERRILLO, Philip C., WONG, Adina, CHEAH, Sin Mei
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Emerging markets; Market segmentation; Branding; International marketing; Distribution; Asian Studies; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/218; https://cmp.smu.edu.sg/case/3686
• Institution: Singapore Management University

Set in 2016, this case follows Phua Koon Kee, the CEO of Kova Group, one of the largest paint manufacturers in Vietnam, as he pondered upon the business expansion strategy that could elevate the Kova brand’s status to that of a household name. Based on a patented NANO technology that used silicates...