marketing in vietnam simple ways that work
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8/8/2019 Marketing in Vietnam Simple Ways that Work
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Marketing in Vietnam:
Simple Ways That WorksBy Dr. HOANG Anh Tuan
0913531568
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³Không phi k mnhhay k thông minh ssng sót, mà là nhng ngi thích ng nhanhnht.´
Charles Darwin
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Outline
Get to know each others
Marketing Essentials
Current Trends in Vietnam
www.MarketingVietnam.org 3
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Gii thiuTs. Hoàng Anh Tun Tin s Qun tr Kinh Doanh, H South California Thc S Qun Tr Kinh Doanh, H Antwerp B Bng Diploma v Qun Tr Kinh Doanh, Australia Kinh nghim: Phó ch nhim khoa sau i hc, HUBT Ging viên kiêm Cán b D Án ca D Án ào to CánB Cao Cp Vit Nam Australia G D Án & i ngoi D án Xúc Tin Thng Mi EU-
VN G Marketing Microsoft
G Phát Trin Th Trng General Electric Ch Tch Ch Hi Marketing Phía Bc Giám c Khu Vc ca T Chc Liên Minh Doanh Nhân
Th Gii BNI TGD Capital Group
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2002
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Bill Gates 2007
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2008
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Jeff Imelt 2008
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Gameshow 2007
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Hu ht ngi tham d là các CEO, CIO, giám c và
chuyên viên Marketing
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K t hp vi CTC Group và AlphaBooks xut bn b sách vMarketing
How to
Author: Jeffrey J. Fox
- How to Get to the Top- How to Become a Great Boss- How to Become CEO- How to Land Your Dream Job- How to Become a Marketing
Superstar - How to Make Big Money inYour Own Business- Secrets of Great Rainmakers
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Why Are You Doing Business?
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What is a Mission Statement?
A brief, clear statement which
describes the purpose, key strengths,
target customers,
and long-term goals of your business.
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A Mission Statement Can Be...
A declaration of the company¶s top priorities
A motivator for employees generatingPositive Energy
A pledge to customers, attract the attention
A starting point for developing company goals
A point of reference for marketing strategies
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Develop a Mission Statement
The mission of (y our company name) is to...
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Where to Use It
Post it in the store
Employee training Invoices
Flyers
Business cards
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Marketing
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What is Marketing?
³Marketing is the process of planning andexecuting the conception, pricing,promotion, and distribution of ideas,goods, and services to create exchangesthat satisfy individual and organizationalobjectives.´
-American Marketing Association
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What Exactly Does That Mean?
Marketing is...
All the actions you & your employees
take that promote the sale of your products.
Building good relationships with your customers.
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My Short Definition
Marketing is ways to
find new customers and
keep old ones
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What Exactly Does That Mean?
The Company NameCompany Goals
Location
PricingPackaging
Promotional Activities Advertising
Sales TechniquesBusiness Cards
Employee Uniforms
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The Goal of Marketing
To present your products/services to
the market in a way that makes them
more attractive than theproducts/services of
Your competitors.
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Con ®-êng nghÒ nghiÖp cña mét c¸n bé Kinh doanh ± ng¹ch b¸n hµng
A Sales Personnel Career Path
NV B¸n hµng tËp sù
G® KD tquèc
G® ngµnh hµng
G® phô tr¸ch Khu vùc
Phô tr¸ch cÊp quËn
Tr-ëng nhãm ± phô tr¸ch kh lín
NV b¸n hµng
Phã tæng G® KD
Tæng G®èc
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MEGAMAP
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Market Assessment
Who are your customers?
Who are you advertising to?
Ask yourself some questions!
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Primary Research
Three Main Types of Information
Geographic area
Level of unfulfilled demand
Competitive structure of the market
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Geographic Area
How many people live in the targetedmarket area?
Who are the likely customers?
Where do they live?
What are their demographics?
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Level of Unfulfilled Demand
How much do potential customersuse/consume? Is their use seasonal?
What price are they paying for high-qualityproducts?
Are customers adequately served?
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Competitive Structure of the Market
Who is the competition?
Are their products/services substitutes or
alternatives? What marketing strategies does the
competition use?
Are the customers happy with their purchases?
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If They Are Adequately Served
Can a new business steal market sharefrom competitors?
What must be done for this to occur?
Can the quantity purchased by consumersbe increased by providing a higher qualitythan is currently available?
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If They Are Adequately Served
Are consumers currently buying aparticular brand or type? If yes, what is it?Why are they buying it?
Will the business have products at a timewhen little else (substitutes or alternatives)is offered for sale?
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If They Are Not Adequately Served
Why is there unmet demand?
What level of quality or quantity must bemet to meet the unfulfilled demand of customers?
How must the product be prepared,packaged, and marketed? What costs willbe incurred?
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The Marketing Budget
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The Marketing Budget
The budget is usually based on:
Company Goals Percentage of Sales
Industry Averages Forecasting
Companies usually spend between 1-5%of the previous year¶s sales
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The Marketing Budget
Includes items such as:
Marketing Personnel Marketing Training
Market Research
Market Development
ºPromotionsº
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The Promotions Budget
Advertisements
Catalogs
Direct Mailings Sampling
Sponsorships
Trade Show Fees Giveaway Items
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Budgets
They are only guides. They are not set in stone.
They can be adjusted.
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Building Customer Traffic
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Building Customer Traffic
³My customers love what I have, I justdon¶t get enough customers in the store.´
It is easier to buy merchandise for your store than to get customers to buy it from
your store!
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Factors Within Your Control
Competition
Location
Reputation Merchandising
Marketing
www.immresource.com
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Factors Outside Your Control
Floods Hurricanes
Major Catastrophes
There is NOTHING else!!
www.immresource.com
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Types of Advertising
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Newspaper
AdvantagesBroad mkt coverage
Immediate
Short lead timeFlexible ad size
Visibility of productColor
Use of couponsPeople believe what they
read!
DisadvantagesInconsistent reproduction
One day life span
Limited demographics³Lost in the Crowd´
Lack of movement &sound
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Radio
AdvantagesDemographic selection
High frequency
ImmediateSound reinforcement
Quick flexibility
DisadvantagesRestrictive message
length
Need for repetitionShort recall factor
Cluttered placement
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Television
AdvantagesUse of sight, sound,
motion, & color
Mass coverageImmediate
Demographic selection
DisadvantagesShort exposure
Expensive production
Expensive to air Cluttered placement
Viewing time drops asincome increases
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Direct Mail
AdvantagesDemographic selection
Unlimited message length
Consistent reproductionDirect response by order
or coupon
DisadvantagesExpensive
Difficult to obtain ³pure´
mailing listsLong lead time
Negative reaction to junkmail
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Outdoor
AdvantagesReaches large audience
Long-term exposure
Color & graphicsForms include billboards,posters, illuminated signs,
moving vehicle signs,
bench ads
DisadvantagesLimited message length
Expensive to produce &
placeDifficult to obtain the best
locations
Legal restrictions for use
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Marketing Tricks on a Budget
Coupons Contests
Gifts
Frequent Buyer Programs Exclusive Offerings
Events & Sponsorships Giveaways
New Customer Offers www.businesstown.com
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Marketing Tricks on a Budget
Coupons
Quick & Dirty
Print Advertising Direct Mail Campaigns
Hand Them Out
Best Customers Next Purchase
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Marketing Tricks on a Budget
Contests
Infuse it with FUN
Wacky & Crazy Really talk it up
Good Prize
Generate Media Coverage
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Marketing Tricks on a Budget
Gifts
People love anything if it is FREE!!
Buy Expensive Item & get free item Cosmetics Industry
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Marketing Tricks on a Budget
Frequent Buyer Programs
Build loyal clientele
Customer Card Free or Reduced Price Product
Discount Card for Regular Customers
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Marketing Tricks on a Budget
Exclusive Offerings
Inspire excitement & loyalty
Purchase & preview of new merchandise Offer a discount
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Marketing Tricks on a Budget
Events & Sponsorships
Host a celebrity appearance
Host a charity fundraiser Introduces new customers
Creates goodwill
Free media coverage Little League Teams
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Marketing Tricks on a Budget
Giveaways
B2B - small gifts when
you call on themB2C Service - free trial,
free estimate
B2C Retail - noveltyitems to build traffic &
interest
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Marketing Tricks on a Budget
New Customer Offers
Discounted Prices Freebies
Free Consultation
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Things You Have Done
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Merchandising
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´You Never Get
a Second Chance to Makea First Impressionµ
Merchandising
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Image
The overall look of a store
The series of mental pictures and feelings
The foundation of all retailing efforts
The ability to stand out from thecompetition and be remembered
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Image Makers
An identifiable store name
A powerful visual trademark
An unmistakable storefront
An inviting entrance
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Identifiable Store Name
Sets the tone and provides the store¶s IDConjures images in the consumer¶s mindConsistent with both the product mix and
store atmosphereEasy to say and remember Unlikely to sound dated
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Powerful Visual Trademark
Provides a visual image for recall of thestore name
Should be identifiable in theabsence of thestore name
Should be professional and well designed
Should perpetuate the store image
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Unmistakable Storefront
Should project a welcoming, clear, andconcise image of what¶s in the store
Pay particular attention to:
± Exterior architecture ± Store sign ± Display windows
±C
ustomer¶s vantage point
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The Store Entrance
The barrier between the inside and outsideof the store
Should appear comfortable and welcoming
Obstacle courses, visual clutter, and ³DoNot´ signs are turn-offs
Make it appealing to both seekers and
browsers
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Through a Customer¶s Eyes
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Through a Customer¶s Eyes
Take snapshots
Storefront to the Bathroom
Displays Check-Out Area
Aisle Ways
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Through a Customer¶s Eyes
Specific things to look for: Storefront
Window presentation First impression
Planning the trip through the store Graphics program
Point of purchase/cash desk Send them packing
www.retailernews.com
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Windows & Displays
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Window Displays
³There is tremendous response to a product if it is marketed in the window.´
Frank Verkaik
Retail Merchandising Design New York
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Where to Find Display Props
Flea Markets & Garage Sales
Hardware Stores
Antique Stores Specialty Stores
Display Houses
Artists
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Tips From the Experts
Create a dialogue Tell a stor y
Simple - not cluttered
Display in 3-D space Change it frequently Be creative
Keep it clean
Pay attention to other windows Pay attention to your mannequins www.newhope.com
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Customer Service
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What is Customer Service?
³The ability of an organization to
constantly and consistently give the customer what they want and need.´
-The AC A Group
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Top 10 ThingsEver y Customer
Wants78
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Things Every Customer Wants
They want it to cost less money, even if it's already value-priced.
They want to it act faster /immediately.
They want it to come to them or be delivered.
They want it to be replenished /updated /up-graded /replaced automatically and consistently.
They want it even before they know it's available or thatthey even need /want it.
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Things Every Customer Wants They want it pre-customized to fit their unique
needs.
They want it to come pre-assembled and ready torun; no instructions or thinking needed.
They want to be able to return it with no hassle; asolid /flexible guarantee.
They want it to work perfectly and beyond allexpectations.
They want to feel good about using it and being acustomer of yours.
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Customer Complaints
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Complaints Welcome Here
Average customer with a complaint will tell 10 people ² 13% tell more than 20
people 7 0% of complainers will return if their
complaint is resolved
95 % return if it is resolved quickly
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Complaints Welcome Here
For every complaint received, there are26 unhappy customers who never complain ± 6 with serious problems
If a store gets 5 complaints a week,there are as many as 130 dissatisfied
former customers out there withunresolved problems.
Source : Technical Assistance Research Programs Institute
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Resolving Customer Complaints
You¶re the one Show you are concerned Stay calm Be sure that you understand the complaint Solve the problem Make the customer feel that their
complaint has been addressed
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Complaints Welcome Here
"T hose who buy, support me. T hose who come to
flatter, please me.T
hose who complain teach mehow I may please others so they will buy. T heonly ones who hurt me are those who aredispleased but do not complain. T hey refuse me
permission to correct my errors and thus improvemy service."-Marshall Fields
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Customer ServiceMyths
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The Customer Is Always Right
WRONG!
You know more about your products andservices than 90% of our customers canever expect to understand. The customer seldom understands their needs as well asa salesperson might.
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The Customer Is #1
WRONG!
Your employees are #1. If you believethat your employees are not the mostimportant people who step through thedoors of your business each day, youare in trouble. If you are not letting
your employees know that they are #1, you are doomed to failure
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Know What The Customer Wants And
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Know What The Customer Wants AndGive It To Them
WRONG!
Quality customer service is under-standingthe customer¶s expectations and thengaining a reputation for not only meetingthese expectations, but exceeding them.
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Our Mission Is To Make A Profit
WRONG!
Your mission should be to grow andsurvive. Profits are like food. We needthem to live, but they are not our reasonfor living. Making a profit is far too shallowan incentive to be the mission of any
organization.
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I Need More Satisfied Customers
WRONG! Satisfied customers are fickle. They leave
too often and for reasons we consider
unreasonable. If a customer only feelssatisfied, they will likely continue buyingfrom us until a competitor offers a better price. You want missionaries! You wantcustomers that not only shut out compe-titors, but who also bring you morecustomers with their praise of our services.
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ProvenCustomer Service
Tactics92www.MarketingVietnam.org
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Fulfill the 6 Basic Needs
Fairness
F
riendliness Understanding
Control
Options Information
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Project a Winning Phone Style
Smile when talking on the phone
Answer the phone within three rings
and give an inviting greeting such as,
"XYZ Company, how may I help you?´
If you need to put a customer on hold, alwaysask permission and wait for a response.
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Deliver More Than You Promise
A customer wants delivery by 3 p.m.
What's the best solution?
Guarantee delivery by 4 p.m. and get thedelivery there early.
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Meet Your Commitments
Always return customer calls by the
time you promise.
Your credibility depends on how well
you follow through on your
commitments.
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Express Empathy
Show customers that you're
interested in solving their problems.
Say things like:
"I understand why you feel that way"
"I see your point of view´
"I'm sorry that happened."
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Talk Smart
Don't use negative language.
Use constructive smart talk instead.
Rather than saying "I can't do that," givecustomers alternatives by telling themwhat you can do.
Focus on the positive.
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Go the Extra Mile
Offer free valet parking
Let customers use your phone
Provide free gift wrapping
Little things mean a lot!!
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C
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Roll Out the Red Carpet
Treat customers as the most importantpart of your business.
Make them feel needed and wanted bygiving them the time, attention andunderstanding they deserve.
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P
rovenCustomer Service
T actics102www.MarketingVietnam.org
Wh ¶ T Bl ?
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Who¶s To Blame?
Boss?
Employees?
Both?
It must be covered and be a condition of employment!
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G d R l #1
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Ground Rule #1
Greet Customers First
The minute a customer walks into your store, the sales staff should be the ones tosay hello first. It is their job to greet thecustomer, not the customer¶s job to greetthe sales staff. The first hello sets the
stage for a customer¶s experience in your store.
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G d R l #2
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Ground Rule #2
Smile
Make smiling on the job a condition of employment and grounds for termination.Tell your employees that, when you hirethem, ³We Smile Here.´
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G d R l #3
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Ground Rule #3
Enthusiasm Counts Enthusiasm is a disease ± Let¶s start an
epidemic. How true that is. When a
customer brings something to the register to be rung up, tell them that the purchaseis pretty, cute, or useful. Let them knowyou care. When the customer sees, feels,
and hears the enthusiasm, you¶ll ring up alot of sales.
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G d R l #4
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Ground Rule #4
Don¶t Point ± Go Show! When possible, WALK with the customer
to the area they need. If that becomes
impossible, cheerfully direct the person towhat they need and give clear, easy, and,most important, friendly directions.Pointing is rude!
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G d R l #5
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Ground Rule #5
Please, Thank You, and You¶reWelcome
These are still the favorite words of all
customers. They are the first words aparent teaches a child. What happened?
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G d R l #6
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Ground Rule #6
Pretend it¶s you Tell your employees that every customer
will leave thinking one of two things «
³Hey, those guys were great´ or ³I¶m never going back there again.´ And if theemployees think that¶s not their problem,tell them to think again. If the customers
don¶t come back, they¶re out of a job and apaycheck.
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G d R l #7
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Ground Rule #7
Go back through Rules 1-6
Print them out and give them to your employees. Post them in your store. You
cannot over train your employees or yourself in the ground rules of customer service.
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NN a na nm 2008 so v m 2008 so v i ni n a na nm 2009m 2009
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Tng trng GDP = 8.5%FDI (t US) = $45 tLm phát (CPI) = 22%Xut khu** = $48 tChuyn tin = $8 t
Lòng tin tiêu dùng = 94%(kinh t s nh vy/tt hn trong 12 tháng ti)
Tng trng chi phí qung cáo = 16%Tng trng FMCG* = 20%Tng trng thng mi hin i* = 27%
Tng trng s dng Internet = 23%Doanh s xe hi^ = 30%
2009200920082008
Source: G SO /T NS * Value growth / T NS Worldpanel ^VAMA ² end of August
Chi tiêu tng tr ng nhìn chung n a u nm nay gim khong 25% trongkhi các ch s kinh t th hin m c suy gim trên 50% trong tng tr ng
Tng trng GDP = 4.5% FDI (t US) = $23 t Lm phát (CPI) = 4.5% Xut khu** = $42 t Chuyn tin = 6.7 t Lòng tin tiêu dùng = 86%(kinh t s nh vy /tt hn trong 12 tháng
ti???) Tng trng chi phí qung cáo = 23% Tng trng FMCG* = 8% Tng trng thng mi hin i* = 10 Tng trng s dng Internet = 25% Doanh s xe hi^ = -19%
**Expo rts = End o f Sep te ber 09
D báo mc sng cá nhânD báo mc sng cá nhân
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S ¡ urce: TN S VietCycle 2 ¢ ¢
6 / 2 ¢ ¢
8 & TN S Consumer Confidence Poll ² Jan.¢
£
D báo m c sng cá nhân ca ng i Vi t trong 12 tháng t iã gim t 70% cho rng m c sng s t t h n vào tháng 09/2008
x ung ch còn 36% vào tháng 01/2009
9
16
18
27
54
48
46
25
32
16
4
2
1
1
0
0
0
TNS onsumer Poll -Jan. 09
TNS Viet ycle - Sept. 08
TNS Viet ycle - Nov. 06
Tt hn nhiu Tt hn mt ít Nh c Xu hn mt ít
Xu hn nhiu Không bit
10 nhãn hi10 nhãn hiu phát triu phát trin nhanh nhn nhanh nh t t ² ² NN a na nmm -- 20092009
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S ¤ urce: T NS Worldpanel
Nm 2007, 2 trong s các nhãn hiu phát trin nhanh nh t là ca Vi t Nam, nm 2008 4 và n 2009 8. iu này cho thy rng các nhãn hiu Vi t Nam và chính sách dùng
hàng ni a ca chính ph ang phát huy tác d ng
Thay i phân b giá tr %S d ch chuyn th phn
25%
22%
15%
12%
10% 10% 9%9%
8% 7%
VFRESH(Soya milk)
CHINSU(NAM NGU)
KOTEX(Pantyliner)
VFRESH(Fruit juice)
STING TRANGTIEN
TUONG AN(Margarine)
FAMI (Soyamilk)
DIELACANPHA 1
VINAMILK(UHT)
Mt chic thuyn nan rò r hay mt chic du thuynsang trng? ± Tóm lc
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sang trng? Tóm lc
Nhìn chung, chi tiêu tip tc tng hu ht các ngành hàng tiêu dùng,
nhng tng trng gim t 15% n 50% so vi nm 2008.
Không phi tt c các lnh vc b nh hng nh nhau «
± Vin thông / Thc phm / Nc gii khát / Dc phm / Sn phmdùng trong gia ình / Giáo dc vn duy trì n nh nu không nói
là tng trng mnh
± Hàng in t / Du lch / Máy tính ± thit b nghe nhìn / chm sóc scp ± chm sóc cá nhân gim t ít n nhiu
± Xe ô tô / Tài chính ± Ngân hàng / Chm sóc cá nhân rt trì tr Nhng lu ý: ngi tiêu dùng ang tit kim hn vì th các
ngân hàng vn rt n nh
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Summary
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Summary
You are already marketers
It is not easy or cheap
It is one of the keys to SUCCESS!
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Keeping ContactDr. HOANG Anh Tuan
IM: chao2003vn@yahoo.comCell: 0913531568
www.MarketingVietnam.org
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