Session 2. Nutifood & FMCG Channel | Build and Warm the Master Channel - Season 2: The Master Trend

Summary

The video script features a talk show format where the speakers, including Mr. Viet from Nutifood and Mr. Hao, discuss marketing strategies and the effectiveness of recent campaigns. They highlight Nutifood's innovative use of Zalo and other channels to reach target audiences efficiently, even with limited budgets. Mr. Viet shares insights from his extensive experience in the FMCG sector, emphasizing customer-centric approaches, data utilization, and personalized marketing. The discussion also covers future trends in marketing and the importance of owning consumer relationships to reduce dependency on traditional retailers.

Takeaways

• 😀 The format of the session is a talk show featuring guests Viet and Hao, discussing their experiences with Nutifood's marketing strategies.
• 📈 Viet, as Deputy General Director of Nutifood, emphasizes the importance of upgrading the brand image with a limited budget, especially in the competitive dairy industry.
• 🚀 The company has been actively running campaigns on HTV3, Zalo's Master Channel, and other platforms to increase visibility and engagement.
• 📝 Hao, from a partner unit, highlights the direct management of marketing channels, including Zalo and Master Channel, and the significance of customer feedback.
• 💡 The discussion reveals the strategy of targeting specific customer segments and creating tailored marketing messages to resonate with their needs and interests.
• 📉 The script mentions the challenge of maintaining brand relevance in a declining market segment and the need to shift towards more sophisticated, urban markets.
• 🔍 Viet shares insights from over 25 years in FMCG and over 20 years in marketing, with a focus on the dairy industry, and the importance of understanding customer targets accurately.
• 📈 The use of data analysis to identify customer preferences and behavior is highlighted as a key strategy for optimizing marketing efforts.
• 🎯 The script discusses the effectiveness of targeted campaigns, such as offering vouchers and incentives to specific customer groups, like mothers and children.
• 🗣 The importance of word-of-mouth marketing is underscored, with the script suggesting that satisfied customers are more likely to recommend products to their networks.
• 📚 The session concludes with a focus on the future of marketing in FMCG, emphasizing the need for customer-centric strategies, technological integration, and direct consumer engagement.

Q & A

What is the format of the program featuring Anh Việt and Anh Hào?

The format of the program is a talk show where Anh Việt, the deputy general director of Nutifood, and Anh Hào, a partner who has been working with Nutifood, are invited to discuss various topics.

What is Nutifood's strategy in terms of digital marketing channels?

Nutifood has been actively using digital marketing channels such as Zalo's Master Channel and livestreams to engage with their audience and promote their brand.

How does Nutifood approach marketing with a limited budget?

Nutifood focuses on understanding their target customers and approaching them accurately with creative and cost-effective strategies, rather than spending lavishly like larger companies.

What is the significance of the Zalo Master Channel for Nutifood's marketing efforts?

The Zalo Master Channel is significant as it allows Nutifood to engage directly with their audience, gather immediate feedback, and tailor their marketing strategies accordingly.

How does Nutifood utilize customer feedback from digital platforms?

Nutifood uses customer feedback to refine their marketing strategies, create different scripts for various segments, and ensure their messages resonate with the target audience.

What is the role of Anh Việt in Nutifood's marketing strategy?

Anh Việt, with over 20 years of experience in marketing, especially in the dairy industry, plays a crucial role in developing and implementing Nutifood's marketing strategies.

How does Nutifood ensure their marketing messages are reaching the right audience?

Nutifood conducts data analysis to understand their audience's preferences and behaviors, and then tailors their marketing messages to ensure they are relevant and engaging.

What is the 'nutify' program mentioned in the script?

The 'nutify' program appears to be an initiative by Nutifood that has been running for several months, aiming to create a relaxed and engaging communication channel with their customers.

How does Nutifood plan to leverage customer testimonials and word-of-mouth marketing?

Nutifood recognizes the power of satisfied customers and aims to encourage them to share their positive experiences with friends and family, thereby increasing brand credibility and customer base.

What is the importance of understanding customer needs in Nutifood's marketing approach?

Understanding customer needs is central to Nutifood's marketing approach, as it allows them to create targeted campaigns that address specific pain points and preferences of their audience.

How does Nutifood plan to adapt their marketing strategies in the future, especially considering the economic and production contexts?

Nutifood plans to continue focusing on customer-centric strategies, leveraging technology to enhance customer interactions, and adapting their marketing messages to changing consumer behaviors and preferences.