FMCG — “Go For Excellence” 2026

“Go For Excellence” – Elevating Brand Experience for Mothers and Babies

Stepping into 2026, the spirit of “Go For Excellence” is embodied by the FMCG (Marketing & Branding) Department through our commitment to delivering greater value to mothers and babies. We strive to elevate brand quality, optimize marketing effectiveness, and strengthen the presence of Pigeon and Etsuko in the Vietnamese market.

For FMCG, “Excellence” in Marketing is not only defined by creative campaigns or beautiful visuals, but also by deep consumer understanding, sustainable brand building, data-driven decision-making, optimized consumer journeys, and the ability to lead long-term category growth.

The spirit of Excellence is demonstrated through disciplined processes, brand consistency, adaptive innovation, and strong cross-functional collaboration across the organization—ensuring that every Marketing & Branding initiative is well-executed, aligned, and truly impactful for our consumers.

Every campaign, every product, and every brand touchpoint is treated as a commitment to quality, safety, and empathy for mothers and babies in Vietnam—strengthening the trust and reputation of Pigeon and Etsuko.

In 2026, FMCG will focus on the following five strategic priorities:

• Elevating consumer insight and market trend to support more accurate decision-making
  • Re-standardizing brand assets to ensure a modern, consistent, and memorable brand identity
  • Optimizing communication channels & e-commerce performance to drive conversion and expand consumer reach
  • Launch new products that meet the evolving needs of Vietnamese mothers and babies.
  • Enhancing team capabilities in strategic thinking, creativity, and management

With the spirit of “Go For Excellence,” FMCG embraces the identity of “Brand Guardians & Growth Drivers”—protecting brand equity while leading sustainable growth for IMV’s mother & baby category.

We remain committed to accompanying Pigeon and Etsuko so that every product, every message, and every campaign truly delivers meaningful value, positive emotions, and exceptional experiences for Vietnamese families—today and for the long-term future.

From: FMCG Marketing