marketing in vietnam simple ways that work

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



³Không phi k mnhhay k thông minh ssng sót, mà là nhng ngi thích ng nhanhnht.´

Charles Darwin



Outline

Get to know each others

Marketing Essentials

Current Trends in Vietnam

www.MarketingVietnam.org 3



4

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



2001



2002



Bill Gates 2007

7



2008

8



Jeff Imelt 2008

9



10



Gameshow 2007

11



Hu ht ngi tham d là các CEO, CIO, giám c và

chuyên viên Marketing



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



Why Are You Doing Business?

15www.MarketingVietnam.org



What is a Mission Statement?

A brief, clear statement which

describes the purpose, key strengths,

target customers,

and long-term goals of your business.




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




Develop a Mission Statement

The mission of (y our company name) is to...




Where to Use It

Post it in the store

Employee training Invoices

Flyers

Business cards




Marketing




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




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.




My Short Definition

Marketing is ways to

find new customers and

keep old ones

www.MarketingVietnam.org 23



What Exactly Does That Mean?

The Company NameCompany Goals

Location

PricingPackaging

Promotional Activities Advertising

Sales TechniquesBusiness Cards

Employee Uniforms




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.




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



MEGAMAP

27



Market Assessment

Who are your customers?

Who are you advertising to?

Ask yourself some questions!




Primary Research

Three Main Types of Information

Geographic area

Level of unfulfilled demand

Competitive structure of the market



Geographic Area

How many people live in the targetedmarket area?

Who are the likely customers?

Where do they live?

What are their demographics?




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?




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?




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?




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?




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?




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





Includes items such as:

Marketing Personnel Marketing Training

Market Research

Market Development

ºPromotionsº




The Promotions Budget

Advertisements

Catalogs

Direct Mailings Sampling

Sponsorships

Trade Show Fees Giveaway Items




Budgets

They are only guides. They are not set in stone.

They can be adjusted.




Building Customer Traffic




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!




Factors Within Your Control

Competition

Location

Reputation Merchandising

Marketing

www.immresource.com




Factors Outside Your Control

Floods Hurricanes

Major Catastrophes

There is NOTHING else!!

www.immresource.com




Types of Advertising




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




Radio

AdvantagesDemographic selection

High frequency

ImmediateSound reinforcement

Quick flexibility

DisadvantagesRestrictive message

length

Need for repetitionShort recall factor

Cluttered placement




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




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




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




Marketing Tricks on a Budget

Coupons Contests

Gifts

Frequent Buyer Programs Exclusive Offerings

Events & Sponsorships Giveaways

New Customer Offers www.businesstown.com





Coupons

Quick & Dirty

Print Advertising Direct Mail Campaigns

Hand Them Out

Best Customers Next Purchase





Contests

Infuse it with FUN

Wacky & Crazy Really talk it up

Good Prize

Generate Media Coverage





Gifts

People love anything if it is FREE!!

Buy Expensive Item & get free item Cosmetics Industry





Frequent Buyer Programs

Build loyal clientele

Customer Card Free or Reduced Price Product

Discount Card for Regular Customers





Exclusive Offerings

Inspire excitement & loyalty

Purchase & preview of new merchandise Offer a discount





Events & Sponsorships

Host a celebrity appearance

Host a charity fundraiser Introduces new customers

Creates goodwill

Free media coverage Little League Teams





Giveaways

B2B - small gifts when

you call on themB2C Service - free trial,

free estimate

B2C Retail - noveltyitems to build traffic &

interest




New Customer Offers

Discounted Prices Freebies

Free Consultation




Things You Have Done




Merchandising




´You Never Get

a Second Chance to Makea First Impressionµ

Merchandising




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




Image Makers

An identifiable store name

A powerful visual trademark

An unmistakable storefront

An inviting entrance

64

www.MarketingVietnam.org



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




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




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




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




Through a Customer¶s Eyes





Take snapshots

Storefront to the Bathroom

Displays Check-Out Area

Aisle Ways

70





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




Windows & Displays




Window Displays

³There is tremendous response to a product if it is marketed in the window.´

Frank Verkaik

Retail Merchandising Design New York




Where to Find Display Props

Flea Markets & Garage Sales

Hardware Stores

Antique Stores Specialty Stores

Display Houses

Artists




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




Customer Service

76




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

77




Top 10 ThingsEver y Customer

Wants78




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.

79




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.

80




Customer Complaints

81




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

82





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

8




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





"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




Customer ServiceMyths




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.




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


Know What The Customer Wants And



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.




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.




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.




ProvenCustomer Service

Tactics92www.MarketingVietnam.org



Fulfill the 6 Basic Needs

Fairness

F

riendliness Understanding

Control

Options Information




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.




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.




Meet Your Commitments

Always return customer calls by the

time you promise.

Your credibility depends on how well

you follow through on your

commitments.




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."




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.




Go the Extra Mile

Offer free valet parking

Let customers use your phone

Provide free gift wrapping

Little things mean a lot!!




C



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.




P

rovenCustomer Service

T actics102www.MarketingVietnam.org

Wh ¶ T Bl ?



Who¶s To Blame?

Boss?

Employees?

Both?

It must be covered and be a condition of employment!


G d R l #1



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.


G d R l #2



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.´


G d R l #3



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.


G d R l #4



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!


G d R l #5



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?


G d R l #6



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.


G d R l #7



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.


NN a na nm 2008 so v m 2008 so v i ni n a na nm 2009m 2009



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



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



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



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



Summary



Summary

You are already marketers

It is not easy or cheap

It is one of the keys to SUCCESS!




Keeping ContactDr. HOANG Anh Tuan

IM: [email protected]: 0913531568


marketing in vietnam simple ways that work

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