Advertising Future Spark Vietnam till 2025

FUTURE OF ADVERTISING IN
VIETNAM OVER THE NEXT !
11 YEARS!

FUTURE SPARK
IT’S ALL ABOUT PEOPLE- PRICELESS
TREASURES FOR ADVERTISING TO MINE

VIETNAM is forecasted to become the 13th most populated country in the world
with population of approximately 100 million till 2025. Together with RELENTLESS
TECHNOLOGICAL IMPROVEMENTS, possessing a desirably large amount of AUDIENCE with
DIVERSITY in terms of demographic, lifestyle, purchase attitude & behaviors will propel the country
itself to play very important role in steering category trends & hence changing future of
advertising as well. !
"
Herein entry encompasses 9 UMISSABLE SIGNS in which advertising trends are tuned with newly
emerging consumer segments & shift in categories:"
• Aging population"
• Male-skewed population"
• Leading women"
• “A new life” inspired country folks "
• Third-gender Gen"
• New vinavalet"
• Nature lovers"
• MT shoppers with higher bargaining power "
• Gen C- connected consumers"
The last sign (Gen C-connected consumers) would be discussed specifically in depth since it gives
concrete clues on the accelerated evolution of digital in Vietnam in the next 11 years!

#1"
“OPTIMISM-CONCEPTED” &
EDUCATION-BASED ADVERTISING TO
AGING POPULATION!
Vietnam- older before wealthier. Big potential to
grow unleashed elderly consumer market!
"
Young children (aged 0-14) population will decrease to 21%
while aging population (aged 64+) rises to 8% by 2020. "
"
43% of surveyed respondents find too hard to shop for
products that satisfy nutrition needs for elderly people"
"
Source: vietnamplus.vn, nhandan.org.vn, Nielsen data
2013 (n=30,000) on doanhnhansaigon.vn!

MOTIVATIONS!
What to inspire them…!
• Younger: Proof of risks to their health & future resulted
• Family care-taker: solutions to be always fire-keeper &
• Elder: create source of optimism/positivity/wisdom to be
COMMUNICATION MISSION!
Target to…!
• Young & older family (aged
25- 45) !
• Working Moms as key family
care-taker!
• Pre-retired & Retired couples
(46 & above)!
Motivated by…!
“ Healthy body & mind for the whole
family!
Love yourself means being socially
responsible & family-oriented !
Safe investment for retirement life!
Guardianship for my kids!
Freedom/independence for myself &
my children!
A better life quality when I get older ”!
Business opportunities for…!
• Financial services & insurance"
• Health care services & medication"
• Nutrition F&B "
• Fitness center"
from their own ignorance"
progression of family "
faced with aging "
How to approach them…!
• Traditional channels: always make it alive with the elder!
² Visibility/counter at modern trade: designated for the elder"
² Magazine for the elder"
² Referral marketing "
² Networking activities"
• Viral marketing: “Edu-tainment” videos to awake the
younger to “be mindful of the future”!

#2 !
“MASCULINE-FOCUSED” ADVERTISING!
!
Male-skewed population means million of men will
get “ FOREVER ALONE”- prone!
!
Sex ratio at birth is 125 males per 100 females, calculated by
general statistic of population & family planning till 2020… And
in 2050 Vietnam is foreseen to have 2.3-4 million males more
than females"
Source: vietnamplus.vn, tienphong.com, vnexpress.net, !

Target to…!
Male aged 18-35 who is at the
peak of ambition for starting a
career, relationship & family"
"
¾ of surveyed males expect to look
elegant & professional as an important
factor of business etiquette!
30% of Gen Asia VN male will use
dating agencies to find the right match
for them "
"
"
"
Motivated by…!
Being an impressive &
trustworthy partner"
Being a confident & smart
achiever"
Being a desirable man of
woman"
"
TARGET TO! MOTIVATIONS!
• Advices/Tutorials on making it easy to seduce a girl!
• Customized gifting guide to shop for her (based on her
personality, stage of relationship, budget, occasion)!
• Challenges of his masculinity & sexuality (set by female
COMMUNICATION MISSION!
• Personal care & fashion"
• Match-making services"
• Technology"
• Education"
• Beverage"
talent)!
• Interactive training on male lifestyle & success!
• Packaging & messaging tailored to male’s prefered images:
jacked, brave, gallant, manly, classy, smart/wise, successful,
attractive!
• Channels enable private information digestion &
engagement with like-minded peers (primary)!
² Email marketing"
² Digital: owned websites, mobile apps, google search"
² Social media: viral videos, FB community, native Ads, v-logger,
open marketing (influencer)"
• Mass media (secondary)!
Source: Kantar World Panel, Gen Asia VN!

Source: Trendwatching.com, cafeland.vn!
"
#3!
“FEMINISM-LED” ADVERTISING!
!
Women- Spark of future leadership!
"
Vietnam is one of top 10 countries in worldwide with highest
rate of female CEO. 6,2% of listed companies in HOSE &
HNX (43/686 companies) are run by ladies"

Business Target to…! opportunities for…!
Urban ambitious & dynamic
working women"
One of key family bread-winners"
Aged 25-45"
SEC: AB+"
"
"
Motivated by…!
Well balanced career & family "
Being kid’s source of care & pride!
Being a beloved & independent wife!
Being highly respected woman in
workplace!
• FMCG"
• Education"
• Luxury"
• Healthcare"
• Messaging emphasizes empowerment of woman !
² You deserve/are made to live a life of more than a woman"
² Nothing can stop a woman "
² Lead your life like “a real woman” "
² Why not dare to lean in like a man"
• Contents: !
² Simple ways to be a “housewives” businesswoman!
² Essentials of mothering for boss moms!
² Dos & don’ts to busy-working women’s reproductive
health!
• Competitions to honor Female leadership!
• Mass media to make a buzz about significance of being a
self-reliant & powerful woman"
• Social media: online contest, viral videos, peer forum/
fanpage/v-logging targeted to ambitious working women"
• Endorsement: featuring female influencers or celebs"
• PR: networking event, sponsorship, articles "

#4 !
“MODERNIZATION-ORIENTED” ADVERTISING
TO PROGESSIVE RURAL CONSUMERS"
Open-minded to changes. Ambitious for better life!
!
68% of Vietnamese population goes to rural areas while this promising
land has not been significantly unearthed. Rural consumers average
income rise by 44%.!
77% of polled respondents expected to have trial of new products and
95% highly appreciate product variety to make buying decision."
81% of them revealed that their brand choice is derived from WOM!
They visit wet market 14 times/ month & retail outlets 6-9 times/month"
Source: Nielsen research among rural respondents 2013 (n= 700)!

• Personal care "
• FMCG"
• Healthcare"
• Household items"
• Messaging relating to life advance, improvements,
upgrading, “changing for the better” & smart woman image
will make impact when their living standard is getting better"
• Assortment of small-sized/economical product packaging &
promotion!
• Special offers on Tet occasion perceived as beginning of
something new!
• Interaction with brand ambassador (BA)!
How to approach them…! !
• Creating experiment & WOMs is the key!
² TVC: most effective source to get information pervasive in rural
areas"
² TVC & OOH: featuring celebrity as BA favored by rural people "
² Trade marketing: commercial policies to provoke retailer’s
recommendation & activation (display/promo/sampling)
accommodated to wet market vs outlets"
² Home product placement & testimonial interviews!
• Event sponsorship, charity"
• Digital & social media (secondary)!
Target to…!
Less risk-adverse, liberal &
contemporary minded
housewives (primary) & the
younger (second) in rural areas!
Class: BCD"
Aged 18-45"
"
"
Motivated by…!
Good health for the whole family"
Main shoppers especially
housewives crave to evolve from
“inherited farming life” into
“pursuit of new experiences”
giving them the sense of a dynamic
& forward-looking woman!
69% of surveyed consumers were aware
of new product via TVC!
59% of consumers aged 18-24 referred to
internet connected computer !
Source: Nielsen research among rural respondents 2013 (n= 700)!

#5 !
“ADVOCACY-CONVEYED”
ADVERTISING TO RISING LGBT GEN!
More true loves found… Less mistaken
marriage... Less unworthy sorrow.!
"
Vietnam as one of Asia’s most repressive country is
currently a surprising torchbearer for LGBT issue. "
“72% of surveyed respondents suppose homosexual
marriage legalization will pose no effect on their family life
and 33,7 % of them supports the legalization” "
“56% of Gen Asia (18-35) supposed that love doesn’t have
to only involve the opposite sex”"
!
Legal same-sex marriage is important but the biggest
challenge for 1,65 million homosexual cohabiting
couples is how to overcome the status labels.!
Source: Gen Asia VN 2012, ISS research on petrotimes.vn!

Target to…!
!
LGBT at all ages !
Motivated by…!
LGBT community are all like us.!
They always need ALLIES to listen, !
support, love & respect them !
which is key driver for them to !
LIVE a FEE & NORMAL LIFE!
• Sex stuff"
• FMCG"
If brand stands for innovation & equality. It needs resonate that
value by incorporating LGBT into all benefits, policies, offering &
communication toward its customer & stakeholders!
“Call for action” messaging to erase their self-pity from
status quos: !
• Open/Available for all genders"
• Always be your ally whatever your sexuality"
• A life of absolute freedom"
• It’s never too late to become whoever you want to be"
• Life is for nothing if you’re always trying to be normal"
"
• Self-help support group (online & offline)!
• Endorsements: LGBT celebs/KOLs to spell out voice of
LGBT GEN & share healthy lifestyle"
• Brand promotion videos featuring LGBT couples"
• LGBT targeted event sponsorships/organization !
• Social media: online platform for match-making, dating &
safe sex for LGBT!
• Tourism"
• Match-making services"

#6!
“AFFLUENCE-THEMED”
ADVERTISING TO NEW
VINAVALET- LUXURY LOVERS "
"
Number of high income consumers would reach "
30 millions in more 10 years. "
"
56% of Vietnamese surveyed respondents was willing
to spend more on luxury products only after China &
India"
During the first quarter of this fiscal year, Apple’s sales
in Vienam tripled – five times faster than Apple’s
sales growth in India. iPhone sales in Vietnam have
doubled quarterly. Vietnam is now Apple’s fastest
growing market. "
Source: Boston Consulting Group (BCG) 2013, Nielsen’s online research 2013 in 58 countries (n-29,000), Reuster!

Target to…!
High income earners!
Passionate to own favorite luxury !
goods/services!
SEC: AB+!
Aged 25-55!
Motivated by…!
“Peace of mind” feeling of “valued for money”
quality!
Badge of social status !
Embodiment for success!
Self-rewarding with new experience!
Sense of uniqueness & pride!
• Technology "
• Fashion & cosmetics"
• Car"
• Real Estate"
• Healthcare"
• Tourism & Hospitability"
"
• Make it desirable & aspirational through
brand’s visual identity: resound newness,
contemporary appeal & truly exceptional factors"
• Elevate “Paucity” factor through limited
editions, scarcity, G-time to launch the newly born"
• Featuring public figures or celebrities: a
conventional way but always work"
• Enable “exclusivity”: consult & allow
personalized styling & modeling of merchandise!
• Branded entertainment advertising: product
placement"
• PR: celebrities showcases, articles, events,
sponsorship"
• Trade activation: at high-end retail channels "

#7!
PURITY INSPIRED ADVERTISING TO
“NATURAL & HEALTHY” FACTOR
HUNTERS!
"
All-natural & home remedies are what cosmetic shoppers
keep scouting for beautification"
Freshness with 100% fruit extract & mineral supplement is
more triggering to beverage shoppers even it costs higher"
"
86% of non-alcohol beverage shoppers pick up a nature
inspired drink with vitamin supplement for healthy skin !
Packaged fruit juice market will see 25% growth per year
while carbonated soft drink sales have seen decline of
6% in recent years"
Source: brandsvietnam.com, vinaresearch 2013, Delta company data!

Target to…!
Busy-working white collars. They
tend to be naturalist (beauty & health
conscious) who are highly interested
in using natural & herbal ingredients
for skin care & daily drink to reduce
unhealthy environmental effects!
Skewed to female!
SEC: ABC!
Aged 18-35!
Motivated by…"
Sense of well-being !
Sense of balance & joy!
Healthy & fresh beauty (for skincare)!
Body cooling & refreshment (for beverage)!
!
!
!
• FMCG"
• Healthcare"
• Personal care (beauty & cosmetics)"
• Messaging!
² Born to awake pure beauty in you"
² Embrace nature to discover your authentic beauty"
² Be original version of you"
² Make up to look like you’re not wearing any/ Make-up
look “no make-up”"
² Feel cool inside, vigorous outside (for beverage)!
² Call for “Eco-friendly”"
• Visibility: associated with raw materials (herbs,
plants, fruit) & greenness inspired color"
• DIY Tutorials featuring public figure & contests
on “pure beauty”!
• Mass media (TV, OOH, Print)"
• Social media to amplify the trend: native ads,
endorsements (by naturalist as trend setters),
video tutorials & interactive games."
• PR: healthy lifestyle based topics, events "
Source: brandsvietnam.com!

#8!
MORDERN TRADE ADVERTISING TO
SHOPPERS WITH HIGHER
BARGAINING POWER!
The more expansion of modern retail. The
tougher price & promotion competition.!
"
Under the agreements of the WTO, which Vietnam has
become a full member since 2007, as of January 2015,
Vietnam will allow foreign retailers to set up
businesses with 100 percent foreign capital. In
addition, the import tax rate will be decreased to zero
percent when when Vietnam joins the proposed Trans-
Pacific Partnership (TPP). All these favorable conditions
would expectedly lead Vietnam to be home of 1300
supermarkets & convenience stores till 2020 as
estimated by Ministry of Industry & Trade"
Source: Reuster, zingnews!

TARGET TO! MOTIVATIONS!
• Promotion!
o Set limit to launch desirable promotion!
o Immediate benefits (discount, buy X get Y free, Free gift with
purchase, Three for two…)"
o Lucky draw directly at the counter by QR code "
o Integrated mobile/online/on-shelf coupons!
o Offered on groupon sites!
• Playful & joyful activities on the spot to earn prize/gift
BUSINESS OPPORTUNITIES!
Target to…!
• Mass market!
• Primary shopper: housewives
or working moms aged 25-55!
• Urban, SEC: ABC!
Motivated by…!
• Good for health of the whole family!
• Solutions for FUN, SAVING, SELF-PAMPERING
values!
• Convenience & variety (all-in-one
shopping)!
• Quality assurance!
• Sense of being a caring woman!
• Sense of being a wise shopper!
• Source of relaxation (shopping at
supermarket is a way of OOH leisure
activities for family at weekend) !
• Retail & consumer products manufacturer"
• Modern trader"
(especially for kid)!
• Fine-tuned goods & planogram to best accommodate to needs new shopper segments ie : LGBT, eldery, Mom-to-be…"
Create smooth path for shopper to pick up brand!
• Mass media (TV, OOH, Print)"
• Digital media across online & offline device (capitalized on
SOLOMO)"
• Point of purchase (PG, display, sampling, trade presenter)"

#9 !
360o DIGITAL MAREKTING HUB TO
GEN C- CONNECTED CONSUMERS!
"
Though Vietnam will witness rapid aging population, its
current “golden population” structure is predicted to
co-exist during the next 30-35 years. It is thus a
favorable chance for the GEN C boom!
Still, Vietnam becomes 13th country that have highest
number of internet users (around 36 millions ) in the
world and home to 20 million facebook users, over 17
million smartphone users. This give an evidence of
strong digital transformation!
"
Source: Vinalink research, Nielsen research 2013!

GEN C-connected consumers are…!
• Digital dynamos who have high use of"
laptop, smartphone, laptops & passionate "
for social networking services"
• Main adopter of digital-empowered shopping"
• Urban, aged 15-45 (skewed to 15-35), SEC: ABC"
!
Motivated by…"
• Curiosity to connect with new people,
unearth new news & innovation "
• Delight to constantly livestream their
experiences to the world"
• Self-esteem to stay abreast of latest trends &
developments"

Highest internet penetration rate is dealt with consumers aged 15-29!

Social networking is most popular among consumers aged 15-34!

Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012!

GEN C’s attitudes & behaviors toward !
digital media!

Internet & Social networks obviously become must-have food !
67% thought internet enables “ANONYMOUSM” to voice their own opinion!
72% supposed social media is forcing media to be more “HONEST”!
52% wanted to share their “COOL” to the whole world!
59% preferred to share WHAT’S HAPPENING in their life with their friends on social networks!
63% liked to hear about NEW OFFERS & PRODUCTS on their social networks!
57% got most of DAILY NEWS via social media!
Source: GEN ASIA VIETNAM 2012 (aged 18-35)!
for GEN C’s daily life…!

… AND SMARTPHONE is increasingly known as their most
approachable device to access internet, social media and
even make purchase…!
HOW?!

LOOKING AT THE CATEGORY…!
Smartphone is emerging as the indispensable
cheapest luxury accessory for fast-paced life!
Social location-based apps available on smartphone is
“getting popularized” to motivate user by its seamless
connectedness & life-changing information!
Strong penetration of low-end & mainstream brands as Asus (Zenfone),
Lenovo (A316i), HTC, LG, Huawei with SOLOMO functionality is
weakening dominant position of high-end brands as Samsung & Apple in
marketplace!
!
It is predicted that 70-80% of Samsung’s mobile
phone production in South East Asia will be taken by
smart phone in next few years!
“Mobile world” (a leading mobile retail chain)
revealed to have seen year-on-year 50% sale
increase of its cheap smartphone line.!
This allows GEN C- consumers to always keep updated & move
constantly between online & in-store environment with affordable cost !
Source: thanhniennews, Dautu magazine, GFK research 2014, thegioididong data!

LOOKING AT USER’S BEHAVIOR…!
Internet connected smartphone mostly penetrates to urban consumers aged 18-34!
Base: Private smartphone users who use the Internet in general, n= 1.000 Google’s. our mobile planet Vietnam Q3,,2013 !

!
Smartphone keeps users (mainly GEN C) “always on” wherever they go !
Base: Private smartphone users (aged 18-64) who use the Internet in general, n= 1.000 Google’s. our mobile planet Vietnam Q3,,2013. !

One-stop portal for their multi-activities…!

…which changes the way they shop!

…or becomes their point of purchase!
Base: Private smartphone users who use the Internet in general, n= 1.000 Google’s. our mobile planet Vietnam Q3, 2013 !

!
… Multiscreen media usage of GEN C is significantly on the rise…!
HOW?!

User’s average time spent on multi electronic devices simultaneously in Vietnam was !
8 HOURS PER DAY which was much higher than the world (7 hours per day)!
!
Smartphone took the lead position with average screen time of 168 MINUTES PER DAY!
!
Vietnam was marked as the highest number of laptop minutes of average 160 MINUTES PER DAY!
Television minutes was 1/3 LESS THAN THE GLOBAL AVERAGE!
!
!
!
“ TV is a trigger to usage and in general, digital devices are used to continue or complete
tasks. In Vietnam, laptops dominate screen usage during working-hour periods while
smartphones dominate for the rest of the day. TV sees a very pronounced spike particularly
in the early evening primetime hours.”!
"
Source: Adreaction report 2014 in 30 countries by Millward Brown, respondent aged 16-45 (n= 12,000)- on ricecomms!

Base: Private smartphone users (aged 18-64) who use the Internet in general, n= 1.000 Google’s. our mobile planet Vietnam Q3, 2013 !

RECAP & IMPLICATION"
Robust evolution of social network, smartphone & multi-screen media habit, which is
most receptive by GEN C, proves remarkable tendency to govern future of advertising in
Vietnam.!
!
GEN C’s interaction/engagement is mostly devoted to mobile devices, yet TV & other
traditional media are important constituents to build their brand awareness at early stage of
its presence. Hence, cross-channel communication strategy in which 360o digital
marketing is the key would generate greater impact on GEN C’s purchase journey"
GEN
C

!
How is 360o digital marketing strategy tapped into ? !
!
!

TELCO!
TOURISM &
HOSPITABILITY!
TECHNOLOGY!
RETAIL!
E-COMMERCE!

WHAT to inspire GEN C…!
Content need spark a life of balanced
connectedness & disconnectedness to
drive their brand’s (FOR TELCO & HI-TECH)
"
• Satisfaction: “Always-on” life , “Just
click for easy life”"
• Emotional bond: Social responsible
communication to minimize “tech-stress”
caused by SNS & digital
addiction and turn it as a positive
contributor to a more entertaining life!
Offering advances (FOR TELCO &
HIGH-TECH): "
• Ubiquitous & higher speed
connectivity"
• New apps (SOLOMO led) to build
user community and integrate
online & offline experience"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
"
Create playground for galvanizing
GENC to bring their new ideas into life"
(FOR ALL)"
"
"
"
"
"
"
!
!
!
!
Create all-in-one online portal for !
GPI (FOR RETAIL, TOURISM &
HOSPITABILITY, E-COMMERCE)"
GPI = Product guide + Peer review +
Individualization!
• Product Guide: online in-depth
information & usage instruction"
• Peer review: on the site & hyperlink to
other review sites"
• Individualization: self-create, self-plan
& self- adjust product offering "
INNOVATION!
OPENNESS FOR
CREATIVITY!
ONLINE & OFFLINE
INTEGRATION!
GPI MODELLED ULTRA-PERSONALIZATION
!
LIVE HEALTHY!
• Online & offline product QS code
linked with review sites (FOR HI-TECH,
RETAIL, E-COMMERCE) to
facilitate buying decision"
• G-time for promotion (FOR ALL):
apps & online portal to update
latest promo that enable consumers
to hunt for them across channels at
anytime "

MULTI-SCREEN AD: !
• Digital ads & all kinds of interactive
multiscreen marketing channels (TV,
tablet, location based/game/
entertainment mobile apps, laptop,
outdoor & in-store screens…) to follow
individual consumers’ purchase
journeys across touch-points. "
• Messaging & creative is thereby
tailored to fit their specific taste & level
of engagement on different type of
screen!
PERFORMANCE BASED AD: !
consumer-centric, cost-effective, accurate &
measurable!
• RTB display: operated by DSP, Ad
exchange & publishers to create effective
coverage & tracking"
• Targeting & retargeting at each
conversion process across devices to push
up sale"
• Data driven: DSP enabled with cookies
input & consumer segmentation by
demographics & behaviors across devices"
• Analytical tracking: goal, conversion, e-commerce
tracking across devices"
"
SOLOMO !
Brand should enhance its
presence on location based
apps & social networks to stay
on top of the trend- think local,
get social & pay mobile
amongst GEN C (most suitable
for Retail and Tourism &
Hospitability)"
"
Source: Vinalink research, Ureka media agency (DSP model)!

Advertising Future Spark Vietnam till 2025

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