Vietnam: Strategies and opportunities for thecreative industries sectorVietnam: Strategies and opportunities for thecreative industries sector
There is so much opportunity in Vietnam
High-TrialIncomePopulation size
High-Trial
Premiumisation
Income
Green-fieldNew segments
Green-field
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But it can be very difficult to grasp; barriers
HabitPerceptions
ComprehensionHabit
Connection
Quality
Perceptions
DeliveryDelivery
3
Expectations & behaviours are changing.Rapidly!!!
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This can be frustrating!
Credit: Striatic; Fair use claimed.
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My message today is simple:
1. Make the effort to “discover” the market– know where you stand!
2. Make the effort to build “connection”– your ROI will depend on it
1. Make the effort to “discover” the market– know where you stand!
2. Make the effort to build “connection”– your ROI will depend on it
Be CreativeBe Creative
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Be realistic; scope & size...
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Know the conditions; packs, purchase, people...
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Know how to reach them...% Category User Online (Urban)
Source: Cimigo Netcitizens 2012 Study
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1. Make the effort to “discover” the market
There are differences to Vietnam. There are big changeshappening in Vietnam. Making an effort to understandthese will yield dividends.
It is no coincidence that some of the most successfulcorporations invest considerable sums in researching themarket.
There are differences to Vietnam. There are big changeshappening in Vietnam. Making an effort to understandthese will yield dividends.
It is no coincidence that some of the most successfulcorporations invest considerable sums in researching themarket.
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Consumer connections are “emotional”
“The most effective [profit & growth] campaigns are those that relyprimarily on emotional rather than rational models.”
“Emotionally based campaigns are not only likely to produce verylarge business effects but also produce more of them,outperforming rational campaigns on every single businessmeasure.”
“The most effective [profit & growth] campaigns are those that relyprimarily on emotional rather than rational models.”
“Emotionally based campaigns are not only likely to produce verylarge business effects but also produce more of them,outperforming rational campaigns on every single businessmeasure.”
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“Marketing in the Era of Accountability” by Les Binet & Peter Field 880 TVCs assessed from past 20 years in the UK Institute of Practitioners in Advertising (IPA – from UK) http://www.thinkbox.tv/server/show/nav.874
Top 10 TVC communications...
1. Heineken2. Vinamilk3. Vinamilk4. Gau Do5. Vinamilk6. Coca Cola7. Simply8. Pepsi9. Heineken10. Coca Cola
International brands can make aconnection
Local brands can communicate& deliver
It has been the“emotional” connectionsthat have made theseTVCs work
1. Heineken2. Vinamilk3. Vinamilk4. Gau Do5. Vinamilk6. Coca Cola7. Simply8. Pepsi9. Heineken10. Coca Cola
International brands can make aconnection
Local brands can communicate& deliver
It has been the“emotional” connectionsthat have made theseTVCs work
1. Heineken2. Vinamilk3. Vinamilk4. Gau Do5. Vinamilk6. Coca Cola7. Simply8. Pepsi9. Heineken10. Coca Cola
International brands can make aconnection
Local brands can communicate& deliver
It has been the“emotional” connectionsthat have made theseTVCs work
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Source: Cimigo AdTraction TVC Performance 2012
Beer choice is an “attitude”
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Sapporo TVC: http://www.youtube.com/watch?v=4w3Z8oHbwNYTiger TVC: http://www.youtube.com/watch?v=FCy9_u7GIeo
Tiger “Heist” TVC builds connection with engaging story...
Irritation
Happiness
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Source: Cimigo AsiaEmotion TVC Performance 2013
Sapporo “Trophy” TVC irritates more than connects...
Irritation
Sadness
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Happiness
Source: Cimigo AsiaEmotion TVC Performance 2013
2. Make the effort to build “connection”
Successful brands make emotional connections.
A close emotional connection yields success (growth/profit)for both International & Local companies.
It takes effort & skill, but worth getting it right.
Successful brands make emotional connections.
A close emotional connection yields success (growth/profit)for both International & Local companies.
It takes effort & skill, but worth getting it right.
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My message today is simple:
1. Make the effort to “discover” the market– know where you stand!
2. Make the effort to build “connection”– your ROI will depend on it
1. Make the effort to “discover” the market– know where you stand!
2. Make the effort to build “connection”– your ROI will depend on it
Be CreativeBe Creative
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Cimigo for Brand ValueAnd for stronger consumer engagement& intelligence.
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[email protected]@cimigovietnamwww.facebook.com/cimigovietnam
www.linkedin.com/company/cimigo
We look forward totalking with you.
We look forward totalking with you.
cimigo.comThe Voice of the Customer
cimigo.comThe Voice of the Customer
