The Data , Analytic and Trending work is made by the advancement of well-known third parties: Euromonitor, Nielsen, Google, Facebook, eMarketer, and more.

1. Vietnam -
Marketing &
Advertising
rewind 2020
by Perry Cao
01

2. KEY DRIVERS
Digital Ads Spending
valued at $280.9 Millions
1.2% changed since 2019, but
estimated to increase of 18.4% in 2021
33rd in the world’s 100
most valuable brands
Vietnam is the fastest-growing nation
brand in this year’s ranking, its brand
value skyrocketing 29 percent to
US$319 billion
02

3. KEY
SPENDING
INDUSTRIES
Services & Others, Retails,
FMCG, Automotive, Finance
Services, Travel, are the most
ranked spenders
03
Resilient: Growth or Marginal de-growth
in H1'2020
Pharma, FMCG (Staples), E-commerce, OTT
Entertainment, Online Education, Remote Working
Technology
Dampener: 10% - 30% de-growth in
H1'2020
Deep Descent: > 30% de-growth in
H1'2020
Cab Aggregators, Financial Services (Bank &
Insurances), FMCG (Premium, New, Gourmet)
Airlines, Hotel, Entertainment, Consumer Durables
& Electronics, Dining Restaurants, Gems &
Jewellery, Retail, Automotive, Auto Components
while BUSINESS IMPACTS have been suffered:

4. the key challenge of online advertising is the
internet infrastructure in rural regions which
act as an hindrance for the future growth.
although new methods are innovated to
measure the channel attribution in marketing
efforts, there is still a gap between platform's
algorithm standards vs industry's insights
dominated & exclusive-offers from big tech ads
platforms increase the level of Monopoly &
Dependence. Increasing platforms: Zalo,
Tiktok, CocCoc, etc. are challenging the Play
Vietnam Online
Advertising Market is
dominated by
Facebook & Google
they covers in diversified formats: search,
messaging, video, display , apps, and more
04

5. 05 top concerns
of business
FEWERS CUSTOMERS (67%)
Sales-Driven solutions have been
demanded than ever.
LOSS OF REVENUE (61%)
Business-Driven Strategies & Digital
Transformation needed
INTERRUPTIONS TO THE
SUPPLY CHAIN (40%)
Governance, Priorities and& Safety requests
CASH FLOW & CLOSURE
OPERATIONS (32%)
Finance & Operation in-line with other
urgent changes are being questioned.

6. Poppulation change
lockdown, and economic recessions
Environmental Shifts and Pressures
increasing awareness of environmental
challenges
Technology
It has created
upheavals in consumer expectations
06 Drivers shaping
behaviours
Shifting economic power
between economic partners and China

7. EXPERIENCE
MORE
MIDDLE CLASS
RETREAT
SHOPPING
REINVENTED
SHIFTING MARKET
FRONTIERS
Mega Trends 2020
07
HEATHY LIVING
SHIFTING MARKET
FRONTIERS
ETHICAL LIVING
PREMIUMISATION
CONNECTED
CONSUMERS

8. SPENDING &
SAVING
how Vietnamese people
allocate their spending
The fast growth items
72% Saving
Foods & non-alcoholic beverage,
Healthy goods & medical services;
Clothing & footwear
44% Vacation, 49% Travel, 40% New
Technology Product, 42% Home
Improvement, 41% Entertainment,
29% Medical & Insurance
08

9. GDP: 2.4 2.8 %
projected: 6.5% in 2021
77% of people in rural Vietnam
have Internet access
91% access Internet daily, 45% search to
know more about PRODUCTS
60% - 70% Urban People search:
Jobs & Education, Personal Care &
Beauty, & Heath
key search
figures
09

10. TO WIN ON
SHELF 2021
UNDERSTAND NEEDS OF INSULATED
VS CONSTRAINED SHOPPERS
10
RATIONALISE ASSORTMENT BASED ON
SHOPPER NEEDS
OPTIMISE DISTRIBUTION
MANAGE OUT-OF-STOCK AND DISTRIBUTION
ISSUES EFFICIENTLY