Marketing in Vietnam Simple Ways That Work

Marketing in Vietnam:
Simple Ways That Works

By Dr. HOANG Anh Tuan
0913531568
• “Không phải kẻ mạnh
hay kẻ thông minh sẽ
sống sót, mà là những
người thích ứng nhanh
nhất.”
Charles Darwin
Outline
• Get to know each others
• Marketing Essentials
• Current Trends in Vietnam
www.MarketingVietnam.org 3
Giới thiệu
Ts. Hoàng Anh Tuấn
• Tiến sĩ Quản trị Kinh Doanh, ĐH South California
• Thạc Sĩ Quản Trị Kinh Doanh, ĐH Antwerp Bỉ
• Bằng Diploma về Quản Trị Kinh Doanh, Australia
• Kinh nghiệm:
• Phó chủ nhiệm khoa sau đại học, HUBT
• Giảng viên kiêm Cán bộ Dự Án của Dự Án Đào tạo Cán
Bộ Cao Cấp Việt Nam Australia
• GĐ Dự Án & Đối ngoại Dự án Xúc Tiến Thương Mại EU-
VN
• GĐ Marketing Microsoft
• GĐ Phát Triển Thị Trường General Electric
• Chủ Tịch Chị Hội Marketing Phía Bắc
• Giám đốc Khu Vực của Tổ Chức Liên Minh Doanh Nhân
Thế Giới BNI
• TGD Capital Group
4
2001
2002
Bill Gates 2007
7
2008
8
Jeff Imelt 2008
9
10
Gameshow 2007
11
Hầu hết người tham dự là các CEO, CIO, giám đốc và
chuyên viên Marketing
Kết hợp với CTC Group và AlphaBooks xuất bản bộ sách về
Marketing
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 in
Your Own Business
- Secrets of Great Rainmakers
Why Are You Doing
Business?
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 generating
Positive 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 (your company name) is
to ...
Where to Use It
• Post it in the store

• Employee training
• Invoices
• Flyers
• Business cards
Marketing
What is Marketing?
“Marketing is the process of planning and
executing the conception, pricing,
promotion, and distribution of ideas,
goods, and services to create exchanges
that satisfy individual and organizational
objectives.”
-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
What Exactly Does That Mean?
The Company Name
Company Goals
Location
Pricing
Packaging
Promotional Activities
Advertising
Sales Techniques
Business Cards
Employee Uniforms
The Goal of Marketing
To present your products/services to
the market in a way that makes them
more attractive than the
products/services of
Your competitors.
Con ®êng nghÒ nghiÖp cña mét c¸n bé Kinh doanh – ng¹ch b¸n hµng
A Sales Personnel Career Path
Tæng G®èc
Phã tæng G® KD
G® KD tquèc
G® ngµnh hµng
G® phô tr¸ch Khu vùc
Phô tr¸ch cÊp quËn
Trëng nhãm – phô tr¸ch kh lín
NV b¸n hµng
NV B¸n hµng tËp sù

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 targeted
market area?
• Who are the likely customers?
• Where do they live?
• What are their demographics?
Level of Unfulfilled Demand
• How much do potential customers
use/consume? Is their use seasonal?
• What price are they paying for high-quality

products?
• 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 share
from competitors?
• What must be done for this to occur?
• Can the quantity purchased by consumers

be increased by providing a higher quality
than is currently available?
If They Are Adequately Served
• Are consumers currently buying a
particular brand or type? If yes, what is it?
Why are they buying it?
• Will the business have products at a time

when 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 be

met to meet the unfulfilled demand of
customers?
• How must the product be prepared,

packaged, and marketed? What costs will
be 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
• Promotions
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
• “My customers love what I have, I just
don’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
•Advantages •Disadvantages
•Broad mkt coverage •Inconsistent reproduction
•Immediate •One day life span
•Short lead time •Limited demographics
•Flexible ad size •“Lost in the Crowd”
•Visibility of product •Lack of movement &
•Color sound
•Use of coupons
•People believe what they
read!
Radio
•Demographic selection •Restrictive message
•High frequency length
•Immediate •Need for repetition
•Sound reinforcement •Short recall factor
•Quick flexibility •Cluttered placement
Television
•Use of sight, sound, •Short exposure
motion, & color •Expensive production
•Mass coverage •Expensive to air
•Immediate •Cluttered placement
•Demographic selection •Viewing time drops as
income increases
Direct Mail
•Demographic selection •Expensive
•Unlimited message length •Difficult to obtain “pure”
•Consistent reproduction mailing lists
•Direct response by order •Long lead time
or coupon •Negative reaction to junk
mail
Outdoor
•Reaches large audience •Limited message length
•Long-term exposure •Expensive to produce &
•Color & graphics place
•Forms include billboards, •Difficult to obtain the best
posters, illuminated signs, locations
moving vehicle signs, •Legal restrictions for use
bench ads
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 them
•B2C Service - free trial,
free estimate
•B2C Retail - novelty
items to build traffic &
interest
• New Customer Offers

• Discounted Prices
• Freebies
• Free Consultation
Things You Have Done
Merchandising
Merchandising
“You Never Get
a Second Chance to Make
a First Impression”
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 the

competition and be remembered
Image Makers
 An identifiable store name
 A powerful visual trademark
 An unmistakable storefront
 An inviting entrance
Identifiable Store Name
 Sets the tone and provides the store’s ID
 Conjures images in the consumer’s mind
 Consistent with both the product mix and
store atmosphere
 Easy to say and remember
 Unlikely to sound dated
Powerful Visual Trademark
 Provides a visual image for recall of the
store name
 Should be identifiable in theabsence of the
store name
 Should be professional and well designed
 Should perpetuate the store image
Unmistakable Storefront
• Should project a welcoming, clear, and
concise image of what’s in the store
• Pay particular attention to:
– Exterior architecture
– Store sign
– Display windows
– Customer’s vantage point
The Store Entrance
 The barrier between the inside and outside
of the store
 Should appear comfortable and welcoming
 Obstacle courses, visual clutter, and “Do
Not” 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
• 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
• “There 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 story
• 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
What is Customer Service?
• “The ability of an organization to

• constantly and consistently give the
• customer what they want and need.”
• -The ACA Group
• Top 10 Things
Every Customer
Wants
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 that

they even need/want it.
Things Every Customer Wants
• They want it pre-customized to fit their unique needs.
• They want it to come pre-assembled and ready to run;

no instructions or thinking needed.
• They want to be able to return it with no hassle; a

solid/flexible guarantee.
• They want it to work perfectly and beyond all

expectations.
• They want to feel good about using it and being a

customer of yours.
Customer Complaints
Complaints Welcome Here
• Average customer with a complaint will

tell 10 people – 13% tell more than 20
people
• 70% of complainers will return if their

complaint is resolved
• 95% return if it is resolved quickly
• For every complaint received, there are
26 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 with
unresolved problems.
Source : Technical Assistance Research Programs Institute
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
"Those who buy, support me. Those who come to

flatter, please me. Those who complain teach me
how I may please others so they will buy. The only
ones who hurt me are those who are displeased but
do not complain. They refuse me permission to
correct my errors and thus improve my service."
-
Marshall Fields
Customer Service
Myths
The Customer Is Always Right
• WRONG!
• You know more about your products and
services than 90% of our customers can
ever expect to understand. The customer
seldom understands their needs as well as
a salesperson might.
The Customer Is #1
• WRONG!
• Your employees are #1. If you believe
that your employees are not the most
important people who step through the
doors of your business each day, you
are 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
Give It To Them
• WRONG!
• Quality customer service is under-standing
the customer’s expectations and then
gaining a reputation for not only meeting
these expectations, but exceeding them.
Our Mission Is To Make A Profit
• WRONG!
• Your mission should be to grow and
survive. Profits are like food. We need
them to live, but they are not our reason
for living. Making a profit is far too shallow
an 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 feels
satisfied, they will likely continue buying
from us until a competitor offers a better
price. You want missionaries! You want
customers that not only shut out compe-
titors, but who also bring you more
customers with their praise of our services.
• Proven
• Customer Service
• Tactics
Fulfill the 6 Basic Needs
• Fairness
• Friendliness
• 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, always

ask 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 the

delivery 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," give

customers alternatives by telling them
what 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!!
Make Eye Contact
• When customers approach you, look them
in the eye within the first
• 10 seconds.
• If you are busy, look up and tell the

• approaching customer that you'll be
• with them shortly.
Roll Out the Red Carpet
• Treat customers as the most important
part of your business.
• Make them feel needed and wanted by

giving them the time, attention and
understanding they deserve.
Proven
Customer Service
Tactics
Who’s To Blame?
• Boss?
• Employees?
• Both?
• It must be covered and be a condition of

employment!
Ground Rule #1
• Greet Customers First
• The minute a customer walks into your
store, the sales staff should be the ones to
say hello first. It is their job to greet the
customer, not the customer’s job to greet
the sales staff. The first hello sets the
stage for a customer’s experience in your
store.
Ground Rule #2
• Smile
• Make smiling on the job a condition of
employment and grounds for termination.
Tell your employees that, when you hire
them, “We Smile Here.”
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 purchase
is pretty, cute, or useful. Let them know
you care. When the customer sees, feels,
and hears the enthusiasm, you’ll ring up a
lot of sales.
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 to
what they need and give clear, easy, and,
most important, friendly directions.
Pointing is rude!
Ground Rule #5
• Please, Thank You, and You’re
Welcome
• These are still the favorite words of all
customers. They are the first words a
parent teaches a child. What happened?
Ground Rule #6
• Pretend it’s you
• Tell your employees that every customer
will leave thinking one of two things …
“Hey, those guys were great” or “I’m never
going back there again.” And if the
employees 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 a
paycheck.
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.
Nửa năm 2008 so với nửa năm 2009
2008 2009
Tăng trưởng GDP = 8.5%  Tăng trưởng GDP = 4.5%

FDI (tỉ US) = $45 tỉ  FDI (tỉ US) = $23 tỉ
Lạm phát (CPI) = 22%  Lạm phát (CPI) = 4.5%
Xuất khẩu** = $48 tỉ  Xuất khẩu** = $42 tỉ
Chuyển tiền = $8 tỉ  Chuyển tiền = 6.7 tỉ
Lòng tin tiêu dùng = 94%  Lòng tin tiêu dùng = 86%
(kinh tế sẽ như vậy/tốt hơn trong 12 tháng tới) (kinh tế sẽ như vậy/tốt hơn trong 12 tháng
Tăng trưởng chi phí quảng cáo = 16% tới???)
Tăng trưởng FMCG* = 20%  Tăng trưởng chi phí quảng cáo = 23%
Tăng trưởng thương mại hiện đại* = 27%  Tăng trưởng FMCG* = 8%
Tăng trưởng sử dụng Internet = 23%  Tăng trưởng thương mại hiện đại* = 10%
Doanh số xe hơi^ = 30%  Tăng trưởng sử dụng Internet = 25%
 Doanh số xe hơi^ = -19%
Chi tiêu tăng trưởng nhìn chung nửa đầu năm nay giảm khoảng 25%
trong khi các chỉ số kinh tế thể hiện mức suy giảm trên 50% trong tăng
Source: GSO /TNS * Value growth / TNS Worldpanel trưởng
^VAMA – end of August **Exports = End of September 09
Dự báo mức sống cá nhân
Tốt hơn nhiều Tốt hơn một ít Như cũ Xấu hơn một ít
Xấu hơn nhiều Không biết
TNS Consumer Poll -

9 27 46 16 10
Jan. 09
TNS VietCycle - Sept. 08 16 54 25 41

0
TNS VietCycle - Nov. 06 18 48 32 20
Dự báo mức sống cá nhân của người Việt trong 12 tháng tới
đã giảm từ 70% cho rằng mức sống sẽ tốt hơn vào tháng 09/2008
xuống chỉ còn 36% vào tháng 01/2009
Source: TNS VietCycle 2006 / 2008 & TNS Consumer Confidence Poll – Jan. 09
10 nhãn hiệu phát triển nhanh nhất – Nửa năm - 2009
25%
22% Thay đổi phân bổ giá trị %

Sự dịch chuyển thị phần
15%
12%
10% 10% 9%
9%
8% 7%
VFRESH CHINSU KOTEX VFRESH STING TRANG TUONG AN FAMI (Soya DIELAC VINAMILK
(Soya milk) (NAM NGU) (Pantyliner) (Fruit juice) TIEN (Margarine) milk) ANPHA 1 (UHT)
Năm 2007, 2 trong số các nhãn hiệu phát triển nhanh nhất là của Việt Nam, năm 2008 =
4 và đến 2009 = 8. Điều này cho thấy rằng các nhãn hiệu Việt Nam và chính sách dùng
hàng nội địa của chính phủ đang phát huy tác dụng
Source: TNS Worldpanel
Một chiếc thuyền nan rò rỉ hay một chiếc du thuyển
sang trọng? – Tóm lược
• Nhìn chung, chi tiêu tiếp tục tăng ở hầu hết các ngành hàng tiêu dùng,
nhưng tăng trưởng giảm từ 15% đến 50% so với năm 2008.
• Không phải tất cả các lĩnh vực bị ảnh hưởng như nhau …
– Viễn thông / Thực phẩm / Nước giải khát / Dược phẩm / Sản phẩm
dùng trong gia đình / Giáo dục vẫn duy trì ổn định nếu không nói
là tăng trưởng mạnh
– Hàng điện tử / Du lịch / Máy tính – thiết bị nghe nhìn / chăm sóc sắc
đẹp – chăm sóc cá nhân giảm từ ít đến nhiều
– Xe ô tô / Tài chính – Ngân hàng / Chăm sóc cá nhân rất trì trệ
• Nhưng lưu ý: người tiêu dùng đang tiết kiệm hơn vì thế các
ngân hàng vẫn rất ổn định
Một chiếc thuyền nan rò rỉ hay một chiếc du thuyền
sang trọng? – Tóm lược
 Trái lại, những mặt hàng lớn như xe hơi và máy tính, các sản phẩm ngân
hàng và bất động sản được dời lại trong thời buổi bất ổn này.
 Đối với những người chủ thương hiệu:

 Khi nền kinh tế cải thiện, người tiêu dùng sẽ hướng đến các nhãn hiệu
cao cấp hơn
 Bây giờ là lúc tái đầu tư để nâng tinh hoa nhãn hiệu bằng việc …
 cải tiến sự bảo đảm chất lượng
 phát triển khát vọng thương hiệu
Sự ổn định: (điểm mấu chốt)

 Chiếc thuyền đang rò rỉ vì ảnh hưởng suy thoái toàn cầu về Xuất khẩu /
FDI
 Chiếc thuyền đang di chuyển vì kết quả khả quan của thị trường nội địa
 Chiếc thuyền là một Guồng Máy, đang nổ máy chạy, so với phần còn lại
của châu Á thì Việt Nam là 1 trong 5 nền kinh tế Tăng trưởng trong khu
vực
Summary
• You are already marketers
• It is not easy or cheap
• It is one of the keys to SUCCESS!
Keeping Contact
Dr. HOANG Anh Tuan
IM: chao2003vn@yahoo.com
Cell: 0913531568
www.MarketingVietnam.org

Marketing in Vietnam Simple Ways That Work

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Marketing in Vietnam:

Simple Ways That Works

- How to Get to the Top

• A brief, clear statement which

• Post it in the store

Building good relationships with your

G® phô tr¸ch Khu vùc

Phô tr¸ch cÊp quËn

Tr­ëng nhãm – phô tr¸ch kh lín

NV B¸n hµng tËp sù

• Who are your customers?

• Who are you advertising to?

• Ask yourself some questions!

•Three Main Types of Information

•Level of unfulfilled demand

•Competitive structure of the market

• Who are the likely customers?

• Where do they live?

• What are their demographics?

• What price are they paying for high-quality

• Are customers adequately served?

• Are their products/services substitutes or

• What marketing strategies does the

• Are the customers happy with their

• What must be done for this to occur?

• Can the quantity purchased by consumers

• Will the business have products at a time

• What level of quality or quantity must be

• How must the product be prepared,

• Companies usually spend between 1-5%

• They are only guides.

• It is easier to buy merchandise for your

• There is NOTHING else!!

• New Customer Offers

 The series of mental pictures and feelings

 The foundation of all retailing efforts

 The ability to stand out from the

 A powerful visual trademark

• “There is tremendous response to a

• “The ability of an organization to

• 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-

• They want it even before they know it's available or that

• They want it to come pre-assembled and ready to run;

• They want to be able to return it with no hassle; a

• They want it to work perfectly and beyond all

• They want to feel good about using it and being a

• Average customer with a complaint will

• 70% of complainers will return if their

• 95% return if it is resolved quickly

• If a store gets 5 complaints a week,

"Those who buy, support me. Those who come to

• Answer the phone within three rings

• If you need to put a customer on hold, always

• Guarantee delivery by 4 p.m. and get the

• Your credibility depends on how well

• Say things like:

• Rather than saying "I can't do that," give

• Focus on the positive.

• Little things mean a lot!!

• If you are busy, look up and tell the

• Make them feel needed and wanted by

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