Vietnam: Strategies and opportunities for the creative industries sector

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A presentation delivered to delegates of the UKTI's "Great Week" trade visit headed by Lord Puttnam, producer of films such as Chariots of Fire, The Killing Fields and Memphis Belle. Cimigo Vietnam's Managing Director, Joe Wheller gave insights on the state of the marketplace in Vietnam, the consumer and some opportunities and barriers.

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Vietnam: Strategies and opportunities for the creative industries sector

  1. 1. Vietnam: Strategies and opportunities for the creative industries sector Vietnam: Strategies and opportunities for the creative industries sector
  2. 2. There is so much opportunity in Vietnam High-Trial Income Population size High-Trial Premiumisation Income Green-field New segments Green-field 2
  3. 3. But it can be very difficult to grasp; barriers Habit Perceptions Comprehension Habit Connection Quality Perceptions DeliveryDelivery 3
  4. 4. Expectations & behaviours are changing. Rapidly!!! 4
  5. 5. This can be frustrating! Credit: Striatic; Fair use claimed. 5
  6. 6. 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 6
  7. 7. Be realistic; scope & size... 7
  8. 8. Know the conditions; packs, purchase, people... 8
  9. 9. Know how to reach them... % Category User Online (Urban) Source: Cimigo Netcitizens 2012 Study 9
  10. 10. 1. Make the effort to “discover” the market There are differences to Vietnam. There are big changes happening in Vietnam. Making an effort to understand these will yield dividends. It is no coincidence that some of the most successful corporations invest considerable sums in researching the market. There are differences to Vietnam. There are big changes happening in Vietnam. Making an effort to understand these will yield dividends. It is no coincidence that some of the most successful corporations invest considerable sums in researching the market. 10
  11. 11. Consumer connections are “emotional” “The most effective [profit & growth] campaigns are those that rely primarily on emotional rather than rational models.” “Emotionally based campaigns are not only likely to produce very large business effects but also produce more of them, outperforming rational campaigns on every single business measure.” “The most effective [profit & growth] campaigns are those that rely primarily on emotional rather than rational models.” “Emotionally based campaigns are not only likely to produce very large business effects but also produce more of them, outperforming rational campaigns on every single business measure.” 11  “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
  12. 12. Top 10 TVC communications... 1. Heineken 2. Vinamilk 3. Vinamilk 4. Gau Do 5. Vinamilk 6. Coca Cola 7. Simply 8. Pepsi 9. Heineken 10. Coca Cola  International brands can make a connection  Local brands can communicate & deliver It has been the “emotional” connections that have made these TVCs work 1. Heineken 2. Vinamilk 3. Vinamilk 4. Gau Do 5. Vinamilk 6. Coca Cola 7. Simply 8. Pepsi 9. Heineken 10. Coca Cola  International brands can make a connection  Local brands can communicate & deliver It has been the “emotional” connections that have made these TVCs work 1. Heineken 2. Vinamilk 3. Vinamilk 4. Gau Do 5. Vinamilk 6. Coca Cola 7. Simply 8. Pepsi 9. Heineken 10. Coca Cola  International brands can make a connection  Local brands can communicate & deliver It has been the “emotional” connections that have made these TVCs work 12 Source: Cimigo AdTraction TVC Performance 2012
  13. 13. Beer choice is an “attitude” 13 Sapporo TVC: http://www.youtube.com/watch?v=4w3Z8oHbwNY Tiger TVC: http://www.youtube.com/watch?v=FCy9_u7GIeo
  14. 14. Tiger “Heist” TVC builds connection with engaging story... Irritation Happiness 14 Source: Cimigo AsiaEmotion TVC Performance 2013
  15. 15. Sapporo “Trophy” TVC irritates more than connects... Irritation Sadness 15 Happiness Source: Cimigo AsiaEmotion TVC Performance 2013
  16. 16. 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. 16
  17. 17. 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 17
  18. 18. Cimigo for Brand Value And for stronger consumer engagement & intelligence. vietnam@cimigo.com 18 vietnam@cimigo.com @cimigovietnam www.facebook.com/cimigovietnam www.linkedin.com/company/cimigo
  19. 19. We look forward to talking with you. We look forward to talking with you. cimigo.com The Voice of the Customer cimigo.com The Voice of the Customer

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