branding in vietnam - cmo conference marketing
DESCRIPTION
Phần trình bày của anh Đoàn Hữu Nguyên tại CMO Conference 2009. (Sưu tầm)TRANSCRIPT
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Left Brain Connectors isLeft Brain Connectors is a leading strategy leda leading strategy led design company in g p yVietnam and SE Asia
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Our clients
Nestle VietnamPepsiR
QD TekArt GlassB bil hRomano
EnchanteurEversoftGervenneH ikid
Bavapen mobile phoneBoca GlassDKSH (Diethem)Prudential financeS i S bHapikids
Dr. menV-PhanoNew York SchoolH d f d
Saigon SunbayNuti foodVinataba (lion king)Sapphire scooterI t f d ( d f )Home made food
BIM GroupGomex noodleTan Hiep PhatDQ Gl
Interfood (wonderfarm)KAOPoca (snack)Disney (consumer products)
DQ Glass …
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Proudly present theProudly present the latest outstanding work on Dr. Thanh herbal tea projectherbal tea project
Brand identityBrand identityPackaging solutionOOHPOSM design
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Launching skinz expert
Brand positioning / naming strategy - Brand architecture - Packaging design - Brand campaign
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Branding in VietnamBranding in VietnamKey learning and insight
Prepared by left brain connectors, Dec 2009
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Vietnam
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What you see most
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mess traffic problem mess traffic problem
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What you hear most
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horn happy presser horn happy presser not by choicesnot by choicesnot by choicesnot by choices
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What you taste most
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nuocnuoc mammam(fish sauce)(fish sauce)
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What you feel most
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energeticoptimistic most happiest countrymost happiest country(voted by international magazine)
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Where you go most
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ShSh thth t tt tShop onShop on--thethe--streetstreet
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Vietnam doesn’t need any superVietnam doesn’t need any super--hyperhyper--mart mart coz it already has one...coz it already has one...
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Life on the streetLife on the street –– shop onshop on--thethe--streetstreetLife on the street Life on the street shop onshop on thethe streetstreet
“before” “after”
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Marketing is Vietnam is all about “properties”
Location. Location. Location Location. Location. Location
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BEAUTY CARE
77% Vietnamese women aged from 15-45 is more health consciousaged from 15 45 is more health conscious
increased number of women taking vitaminor health supplements from 61% in 2006to 81% in 2008 of 18-26 y.o
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Branding to elderlyti ll h ld b li k d t kidemotionally should be linked to kids
live longerlive happier
ith kidwith kids
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You can’t imagine how life will be without a motorbike !
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To most youngster it isTo most youngster, it is more than just a transportation
mean, it is;
a friendsign of status
freedom USD 8,000 (in cash)USD 8,000 (in cash)US 8,000 ( cas )US 8,000 ( cas )
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High efficient of distribution vehicleHigh efficient of distribution vehiclebest fit to small roadbest fit to small road
to residential areasto residential areas
CONVENIENCE !CONVENIENCE !Cost effecti enessCost effecti enessCost effectivenessCost effectiveness
Fast Fast
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For those who do business in Mekong delta ignore this.For those who do business in Mekong delta ignore this.
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Learn to use the “subLearn to use the “sub--way”way”
The fastest route is more important than the shortest routeThe fastest route is more important than the shortest route
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What you surprise most
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MENNormal practice (more traditional type)
Life after work. Mostly everyday café.A 2 d k B t “ ”Average 2 days a week . Beers at “quan”Friends. Socializing. Even,
Business transaction
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Whil t “ ” h ’ hWhile men at “quan”, she’s happyat café with friends/colleagues
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What you upset most
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slow administrative processmost of the time coz delay brand campaignmost of the time coz delay brand campaign …
You'll need a good local partner (“You'll need a good local partner (“thổthổ địađịa”) to help. ”) to help.
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Vietnam is still attractive to foreign investors to some reasons…Vietnam is still attractive to foreign investors to some reasons…
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Political stability.y
One of the youngest economies of South East Asia.
82 Mil of population to date.p p
65% under 45 of age.
Only slow down growth ratio during global recessiony g g g
For local brands, still facing some big challenges at home. Hence, this is opportunity for long term oriented international marketers
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Tough challenge:Tough challenge:
Major challenge is the lack of home grown Vietnamese brands, which could stand their ground against the global giants and add flavors/choices in the market.
Only a handful of Vietnamese brands are in the market such as the national flag carrier Vietnam Airline, the homegrown coffee retail-chain Trung Nguyen Coffee, just to name a few.
Suffered from lack of strong financial foundation of the business, large scale business management experiences.
Forget “what makes us big”, follow the short term interests to “too diversified” strategy and losing the corelosing the core.
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Watch out the big friend -ChiChina
Border close to VietnamCheap productSimilar designAcceptable quality
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Vi t i tVietnam is not one market
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Different market, culture and consumption behaviors
NorthHanoi
CentralHue, Danang, Nhatrang
Highland CentralBan Me Thuat, PleikuDalat South
HCMC
Mekong deltaCantho
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“ME” “OTHERS”
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Vietnamese isVietnamese is so “protective”so protective when it comewhen it come t t tto taste.
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Region Resistance(toward changes)
Taste(in general)
Resistance(toward changes)
Saltynorth Strong Value based
Appearance
T t SpicyTastes central Stronger ConservativeSensitiveness
Sweet south Less-strong OpenNewest
Product Place People Price
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Common Characteristic
DiversifiedLess CholesterolFlavorful tasteChopsticksChopsticksMany ingredientsHealthy Goodness
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Typical Vietnamese Dish
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DIFFERENCE GEOGRAPHYPEOPLE, CHARACTERCULTURE INCOMECONSUMPTION BEHAVIOR
CHALLENGINGFLEXIBILITY WIN
NORTH CENTRAL SOUTH
PHO BUN BO HUE HU TIU
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Beverage caseg
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Not well successful in 10 consecutive years
It is now reluctantly adapted to suit the taste of local drinker.
A No-choice option for survival for a well-known, conservatively brand controlled strategy around thebrand controlled strategy around the world.
Sales gain quickly after the launch
“strong Vietnamese coffee”g
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Quick reaction Reduce competitive pressure immediatelyReduce competitive pressure immediatelySales increase from category that grows
“strong is not enough, best fit taste that matter”
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To coke, the biggest enemy is not Pepsi
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Number 1 tea products in Vietnam
Evolving of product marketing
Number 1 tea products in VietnamBut not from Coke or neither Pepsi, Nestle, Unilever, Yeo’s …
5 year time
Home made ice tea Lemon ice tea green tea herbal tea
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Number 1 tea products in VietnamFrom THP Group, the most successful beverage group in Vietnam and Indochina.
h !however !
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Do these products own some U.S.P ?
They may not areThey may not are unique products butunique products but they are first into the ymarket.
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Favor the first.
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Emerging consumer classEmerging consumer class
Got moneyEasy to brand switchingHigh brand trials, but Less loyalty
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KEY TO SUCCESS NOW KEY TO SUCCESS LATER
Being the firstHigh availability
Being uniqueHigh availability
Relevant advertisingUSP (functional benefit)
Creative advertisingEmotional connection
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Food case
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A loser product of UnileverCay Da tea
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“Chè Thái gái Tuyên”Chè Thái, gái Tuyên
the old Vietnamese expression that means great tea from Thai Nguyen and great girl from Tuyen Quang (a province in the highfrom Tuyen Quang (a province in the high
north area of Vietnam)
Prefer the strong authenticity taste of local tea “province
branded”h iThai Nguyen, Lam Dong, Tan
Cuong …
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A brand of Unilever
PHU QUOCPHU QUOC
Fish souse
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High welcoming of modern food franchising business
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(First professional and modernization Pho noodle chain of Vietnam to the world)
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Corporate Social Responsibility (CSR)
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Culture sensitivityCulture sensitivity
Thousand years of instability
China invasionChina invasionChina invasionChina invasionJapaneseJapaneseFrench warFrench warAmerican warAmerican warCold warCold war –– closing doorclosing doorCold war Cold war closing doorclosing door
look out for the best fit look out for the best fit Brand communications strategyBrand communications strategyBrand communications strategyBrand communications strategy
PR, CSR, events …PR, CSR, events …
A lot of rules and regulation forA lot of rules and regulation forot o u es a d egu at o oot o u es a d egu at o oAdvertising communication programsAdvertising communication programs
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How you give is more important than what you give”
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Marketing - Don’t forget the influential “buyer”
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“I love its design – the Asus, but I need to seek further advices from my men”
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“I like the innova. However I still need my wife’s opinion about it. It’s better to take her with me to showroom next time”
A “responsible” men.
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For “technical” aspects women ask men for advices.
But mostly she control the “buying” decision.
she’s traditional housewife, and even modern Vietnamese women
she’s powerful.
(insight: men love her to do so too)
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Let’s “go branding” for Vietnam!Let s go branding for Vietnam!
Th kThank you