Consumer Centricity and Collaboration drive Excellence at the heart of Vietnam’s Marketing Team

Wednesday, April 26, 2023

Describe your team's dynamic and how the company culture drove you to success.

“As a team, we were committed to delivering the best possible results with our campaigns throughout the year,” as per Phan Thi Ngoc Tung, Marketing Manager, and Nguyen Ha Kieu Anh, Assistant Brand Manager, Kinh Do. Three words that best described their efforts were:

  • Teamwork

“Teamwork makes the dream work.” In addition to the Brand and Project Team working together as one tight team, we worked very closely with the agencies we partnered with. Everyone had to commit to the deadline because the campaigns had to be ready in time for Tet and Mid-Autumn Festival and could not be moved for even a day. Through these two campaigns, we deeply understood the spirit of “sharing joys and sorrows.”

  • Passion

Passion came not only from our day-to-day tasks in Marketing but also from how we could bring the most complete and meaningful message to our consumers for Mid-Autumn Festival and Lunar New Year, which was "See Kinh Do, See Tet."

  • Consumer-centricity

We put our consumers at the heart of all our decisions, bringing our core value of “Love our Consumers and Brands” to life. To deeply know our consumers and customers, one of the first steps was to start putting ourselves in the consumer's shoes to understand their insights and pain points and how we might make a marketing plan to solve those.

What is the secret sauce leading to MMA Award and other Marketing Excellence Awards in 2022?

Tran Nguyen An Ninh, Marketing Manager for the “Shop of Hope” Campaign, shared: “To be honest, winning the awards did not happen by fluke. I think the secret sauce was firstly in the plan because the team had specifically targeted a few categories among the Marketing awards in recent years, and that’s the same spirit with which we communicated with the Agency.”

Secondly, the intrinsic motivation of each individual in the team to deliver Campaign Marketing, especially for the Mid-Autumn festival and Tet Holiday, which is associated with our childhood and strong cultural traditions in Vietnam. Everyone knows that only when the campaign achieves its results do we fully enjoy a Tet holiday.

Thirdly, as an iconic national Brand, Kinh Do is an important bridge to create and bring a Tet atmosphere nationwide where Vietnamese people enjoy a happy and relaxing period with their family and friends. Our team was aware that our mission did create a significant impact and preserved the traditional culture of Vietnam”.

Marketing team celebrating

What challenges did you encounter, and how did you overcome them?

“There were many obstacles and new challenges that arose during that campaign. The first challenge was limited time; we had only four weeks to execute the ‘Shop of Hope’ campaign, which was quite rushed. We had only a few days to build a strategy, seek insights, and target the right consumer persona, which takes at least two weeks in other campaigns. Then, we had about ten rounds of pitching ideas and debriefing to find the best-fit idea. In the execution phase, we had to simultaneously convince the shop owner to join and participate in this campaign,” said Trinh Thi Hoa Anh, Vietnam Consumer Experience Manager of both campaigns (Kinh Do Tet - Shop of Hope and Keeping Stories Alive).

What do these MMA Awards and other Marketing Excellence mean to you?

“The mid-Autumn festival is about coming together, celebrating, and sharing our stories. The Kinh Do brand stands for preserving and cherishing the traditional culture of Vietnam and being the connection between past and present. The future was the objective of ‘Keep Stories Alive”! Congratulations and cheers to the Publicis-MDLZ partnership and the entire Mooncake team on this recognition,” says Sameer Yadav, Director of Marketing, MDLZ Vietnam.

These Awards stood for our efforts and dedication of the entire Marketing team throughout the year. We are proud to be a part of #TeamMDLZ.

What do you look forward to in the future here at Mondelēz International?

“The future is uncertain, but we are ready to welcome it. These awards recognized both pride and a challenge. The pride in our efforts finally paid off, AND The challenge – to set high expectations and high goals for the coming years which help us push the limits further and encourage our team to grow every day and be stronger together. At the end of the year, we will reflect on what we achieved and did not achieve, which can both leverage our current performance and close the gap in what we missed when setting a plan this year,” shared Tran Nguyen An Ninh – Marketing Manager for “Shop of Hope” Campaign. If we’re trying to achieve something extraordinary, there will be roadblocks. I’ve had them; everybody has had them. But obstacles don’t have to stop us. If we run into a wall, don’t turn around and give up. Figure out how to climb it, go through it, or work around it.


Make it with Passion – Love our Consumers and Brands

Make it Possible – Grow Every Day at MDLZ

Make it Uniquely Yours – Do What’s Right at MDLZ

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