Marketing in downturn Opportunities for emerging markets

Document Sample
Marketing in downturn Opportunities for emerging markets Powered By Docstoc
					                                     Marketing in downturn
                                Opportunities for emerging markets




                                   SPONSORSHIP OPPORTUNITY




Vietnam Marketing & Management Institute                             GfK Retail & Technology
                                                 Content


                            1              BACKGROUND


                            2              VMF MISSION


                            3              VMF 2009 FORMAT



                            4              VMF 2009 ROADMAP




Vietnam Marketing & Management Institute                      GfK Retail & Technology
                              Background and rationale


        These days there is a tendency for expertise networking via forum
        in the business community to address the corporate issues:
        corporate marketing strategy, how to exchange intelligence and
        enhance cooperation, and many other concerns to cope with the
        prolonged global crisis.

        VMF is the platform for putting it all together. It is the occasion
        and opportunity. VMF is designed to be the most authoritative
        forum with the best advice for CEOs, marketers, advertisers and
        owners of SMEs to succeed in the local market.

        VMF will explore the Strengths, Weaknesses, Opportunities and
        Threats (SWOT) for business in Vietnam. Implications and
        marketing practice of emerging markets, Insights from Vietnam
        market, Client management strategy, Marketing strategy in
        downturn, Case studies (India, Malaysia, Indonesia, Vietnam),
        Relationship marketing, Field marketing, Integrated marketing
        campaign (IMC)… are at the core of VMF2009.




Vietnam Marketing & Management Institute                                      GfK Retail & Technology
                                           Forum mission

       THE MISSION OF VMF IS TO BE THE NATIONAL FORUM THAT FOCUSES ON:

       1. The forum taking the lead in educating businessmen, through dialog and exchange, about what is
       meant by an effective marketing campaign, what are the implications and what strategies that a
       business needs, and;

       2. Through a process of cooperation and networking with businesses and experts to determine how the
       forum can prepare businesses for the future.

       3. In other words, VMF is designed to be an annual event that addresses the question: How do we
       network in business for an effective marketing campaign (in downturn) and how to take advantage of
       opportunities?




Vietnam Marketing & Management Institute                                                       GfK Retail & Technology
                                              Forum format

      WHO IS BEHIND VMF 2009?

      Vietnam Marketing and Management Institute (VMI) is a non-profit organization, established to develop the
      Vietnamese marketing and management industries. VMI aims to research and apply knowledge and share experience
      in modern marketing and management to serve the business community and the economic development of Vietnam.

      Local and regional partners: Marketing Association of Vietnam (VMA), namhuynh.com, Direct Marketing Association
      of Singapore (DMAS) and Vietnam Marcom.

      Media agencies: Business Review, Vietnam Economic Times, Saigon Businessman, Marketing Vietnam,
      SanOTC.com, InfoTV, FBNC, VEER, YBA

      Masso PR is a local firm with a spool of PR and events management specialists who organize leading national PR
      campaigns and events.




Vietnam Marketing & Management Institute                                                              GfK Retail & Technology
                                            Forum format


      WHO SHOULD ATTEND?

      CEOs and Senior businessmen who need to
      understand the implications of marketing
      strategy in crisis, Owners of SMEs, Corporate
      education leaders, Deans and Professors of
      Business and Economics, Senior corporate
      executives, Consultants, Trainers and
      Marketers.

      Expected participants are 50% from GfK, 40%
      from local and foreign businesses and 10%
      from media agencies. 250 to 300 participants
      are expected to attend the opening and
      plenary session on July 31, 2009 at New
      World Hotel, HCMC, Vietnam.




Vietnam Marketing & Management Institute                   GfK Retail & Technology
                                                Forum format


       WHAT BENEFITS PARTICIPANTS?

       The participants to VMF 2009 will have:

        A better understanding of the implications of
       marketing in crisis as it relates to the future of your
       business.

        You will be better armed with an understanding of
       what a business needs from the forum and vice versa.

        Participants will realize use of the technologies that
       are available for your marketing programs and
       evolving business in the local market.

        Finally you will experience a rare opportunity to
       network with fellow businessmen and educators and
       marketing experts from all over the country and the
       region.




Vietnam Marketing & Management Institute                          GfK Retail & Technology
                                     VMF 2009 Roadmap
                         Marketing in downturn – Opportunities for emerging markets

                                                   Preparations




             Pre-event                               Event day                     Post-event
                                                     (31/7/09)                       (8/09)
              (5-7/09)

   1.   Event identity                        1. Topic, speaker             1. Communication

   2.   Communication                         2. Plenary & special          2. Event report
                                                  interest sessions
   3.   Ticketing
                                              3. Expo
   4.   Logistics
                                              4. Networking lunch




                                           Sponsorship, ticketing




Vietnam Marketing & Management Institute                                           GfK Retail & Technology
                                     VMF 2009 Roadmap



             Event identity Includes:
             •   POSM (backdrop, banner, standee)
             •   Ticket/Invitation
             •   Email template
             •   Website
             •   Brochure
             •   Print ad
             •   Name tag
             •   Handout cover
             •   Certificate




Vietnam Marketing & Management Institute                GfK Retail & Technology
                                     VMF 2009 Roadmap
                                           Key visual




Vietnam Marketing & Management Institute                GfK Retail & Technology
                                     VMF 2009 Roadmap
                                           Communication


            PR, advertising                      Direct marketing       Supporting media
                                                                          Supporting
       •   VMF Website                     •   Direct mail          •   Press release
       •   Print ads                       •   Tele-marketing
       •   Advertorials                    •   SMS
       •   Editorials
       •   Banner online
       •   Inserts
       •   TV Talk show
       •   Email




Vietnam Marketing & Management Institute                                    GfK Retail & Technology
                                      VMF 2009 Roadmap

                                    Communication – Media list

                                 Target                             Mass
                         Thoi bao Kinh te Vietnam                 Tuoi tre
                      Doanh nhan Sai Gon Cuoi tuan               Thanh nien
                        Doanh nhan Sai Gon Thu 4                 Tien phong
                         Thoi Bao Kinh Te Saigon                  Lao dong
                               Thuong Mai                      Nguoi lao dong
                             Sai Gon Tiep thi                Sai Gon Giai phong
                             Nhip cau Dau tu                   Vietnam News
                                Marketing                        VN Express
                                 Dau tu                         Vietnam Net
                         Vietnam Economic Times                  Dantri.com
                        Saigon Times Daily /weekly                SanOTC
                        Vietnam Investment Review         Vietnam Television (VTV)
                         Vietnam Economic News             HCMC Television (HTV)
                              Vietnam News              Vietnam Television Cable (VTC)




Vietnam Marketing & Management Institute                                                 GfK Retail & Technology
                                            VMF 2009 roadmap
CHƯƠNG TRÌNH BUỔI SÁNG / MORNING PROGRAM
8:00 – 8:30
       Tiếp đón khách và giao lưu/ Welcome & Networking.
       Khai mạc VMF 2009 (Hội Marketing Việt Nam - VMA)/ VMF 2009 Opening Speech by Vietnam Marketing Association.
       PGS.TS Nguyễn Xuân Quế, Phó Chủ tịch VMA/ Prof. Nguyen Xuan Que,Vice President of VMA.
8:30 – 9:00
       Kinh tế Việt Nam – Con đường phía trước/ Vietnam Economy – The way forwards.
       Diễn Giả/Speaker: Tiến sĩ/Dr. Vũ Thành Tự Anh
9:00 – 9:30
       Tổng quan chiến lược Marketing trong thời suy thoái/ Marketing strategies in economic downturn, a general review.
       Diễn Giả/Speaker: Tiến sĩ/Dr. Lưu Trọng Tuấn
9:30 - 10:00
       Nhu cầu khách hàng và cơ hội cho thị trường mới nổi (Việt Nam)/ Consumer insights and opportunities from emerging markets/Vietnam
       Diễn Giả/Speaker: Ông/Mr. Vũ Thế Dự
10:00 - 10:15
       Giải lao / Tea break
10:15 – 10:45
       Thị trường các sản phẩm công nghệ tại Việt Nam có thực sự bị ảnh hưởng bởi khủng hoảng?/ Has Vietnam consumer technology market
been really affected by the downturn?
       Diễn Giả/Speaker: Ông/Mr.Trần Khoa Văn
10:45 – 11:45
       Quản trị khách hàng trong thời suy thoái/ Customer management during economic downturn
       Diễn Giả/Speaker: Ông/Mr. Giles Watkins
11:45 – 12:30
       Tọa đàm: Cơ hội cho thị trường mới nổi trong thời suy thoái (Việt Nam)/ Panel Discussion: Opportunities from economic downturn in
emerging markets/Vietnam
       Tất cả diễn giả/Panelists
12:30 – 13:30
       Tiệc trưa/ Luncheon
 Vietnam Marketing & Management Institute                                                                      GfK Retail & Technology
                                       VMF 2009 roadmap

CHƯƠNG TRÌNH BUỔI CHIỀU / AFTERNOON PROGRAM
13:30 – 14:30
      Hiệu quả của chiến lược truyền thông tích hợp trong thời suy thoái/ IMC effectiveness during economic downturn
      Diễn Giả/Speaker: Bà/Mrs. Lisa Watson
14:30 – 15:15
      Tiếp thị quan hệ và tiếp thị số trong thị trường mới nổi/ Relationship & digital marketing in emerging markets
      Diễn Giả/Speaker: Ông/Mr. Jos Birken
15:15 – 15:30
      Giải lao / Tea break
15:30 – 16:00
      Điển cứu tại thị trường Châu Á/ Case studies in emerging markets (Asia)
      Diễn Giả/Speaker: Ông/Mr. Nguyễn Đăng Duy Nhất
16:00 – 16:30
      Tiếp thị dựa trên giá trị, cơ sở thực hiện hoạt động Marketing trong thời suy thoái/ Value-based Marketing, a
foundation for marketing in recession
      Diễn Giả/ Speaker: Ông/Mr.Nguyễn Trung Thẳng
16:30 – 17:00
      Vai trò của Giám đốc Marketing trong thời suy thoái/ Revisit the roles of CMO in economic downturn
      Diễn Giả/Speaker: Tiến Sĩ/Dr. Nguyễn Thắng
17:00 – 17:30
      Hỏi đáp và kết thúc/ Q&A & Closing
      Tất cả diễn giả/ All Speakers

 Vietnam Marketing & Management Institute                                                         GfK Retail & Technology
                                               VMF 2009 Roadmap
                                                    Speakers Board




           VŨ THÀNH TỰ ANH – Director              LƯU TRỌNG TUẤN – Chief
                                                                                              VŨ THẾ DỰ - General Manager,
           of Research, Fullbright Vietnam         representative , Liven Agrichem
                                                                                              GfK Asia (Indochina)
                                                   Doctorate in Linguistics
           An expert in economics and                                                         Master in Information Management
                                                   Research Doctorate in Business
           economic policies. Credited for many                                               - Research Doctorate in Ethnography,
                                                   Administration, Organizational Culture
           researches publicized on important                                                 specializing on consumers research
                                                   and Performance Measurement
           domestic and international                                                         - Southern Columbia University
                                                   Research
           publications. Mr. Vu Thanh Tu Anh                                                  Lecturer
                                                   Experience:
           obtained a Master's Degree, and a                                                  - PMP International Project Diploma
                                                   -International University, National
           Ph.D. in Economics from Boston,                                                    - BSC Specialist
                                                   University and it’s affiliate colleges
           USA..                                                                              - Market - Consumer Research
                                                   lecturer
           Currently, he is the Director of the                                               - Organization Data System Research
                                                   - Conference speaker on Financial Crisis
           Fullbright Institute, a collaboration                                              Experience: General Manager, GfK
                                                   - Columnist for Business Development
           between John F. Kennedy School of                                                  Asia (Indochina); Director, Samsung
                                                   Magazine (Business University), Banking
           Government, Harvard University and                                                 Corporation Project
                                                   Industry (Banking College)
           the Economic University of Ho Chi
                                                   - Chief representative, Liven Agrichem.
           Minh City.




Vietnam Marketing & Management Institute                                                                         GfK Retail & Technology
                                               VMF 2009 Roadmap
                                                      Speakers Board
           Prestigious researchers and senior managers in Vietnam and the region will be called to
       enthusiastically contribute their relevant abstracts, presentations of highly academic application.




       GILES WATKINS - Adviser at McKinsey
       & Company                                      LISA WATSON                                      Jos. Birken CEO and Founder,
       Giles Watkins is an Adviser at McKinsey &      Chairman, Direct Marketing                       Marketing Science, Singapore
       Company currently based in Indonesia. His      Association of Singapore                         Current: CEO and Founder at
       specialties include                            Founder & Managing Director, Ibis Intelligence   Marketing Science
       - Sales Management,                            Services                                         Past
       - Learning & Development for Sales &           In Asia for over 18 years, Lisa Watson was       - Head, Asia-Pacific at Experian
       Marketing People, and                          named Chairman of the Direct Marketing           Marketing Services
       - Business Transformations including Market    Association of Singapore in 2002, and she sits   - Director, Business Development, DMS
       entry & divestments                            on the Advisory Board of the International       China at TNT
       Before joining McKinsey in April 2008, Giles   Council of the U.S. Direct Marketing             - CEO, Asia-Pacific at Consodata
       worked for Shell for over 20 years. For the    Association. She founded Ibis Intelligence       - CEO and Founder, Claritas
       whole of the 1990s he worked in Sales in       Services in 2001 after 16 years in advertising   Netherlands at Claritas
       Emerging Markets, including 3 years in Sales   and direct marketing agencies. Her client        - General Manager CCN Marketing
       & Marketing Management roles for Shell In      experience includes American Express, Apple,     Services, Netherlands at Experian
       Vietnam from 1995-99. He was subsequently      AT&T, HP, Microsoft, Oracle, P&G, SingTel        - Sales& Marketing Management at
       a European Marketing Manager for Shell in      and Xerox. Ms Watson is a trainer and            Unilever
       France before becoming Head of Learning for    conference speaker on four continents and a
       the newly formed Global Lubricants Business.   regular columnist for international trade
                                                      publications.



Vietnam Marketing & Management Institute                                                                             GfK Retail & Technology
                                                    VMF 2009 Roadmap
                                                        Speakers Board




          NGUYỄN ĐĂNG DUY NHẤT
                                                                                                          NGUYỄN THẮNG
          Country Manager, Heinz USA                   NGUYỄN TRUNG THẲNG
                                                                                                          CEO, Valueconsult
          - Master of Business Administration          Director of VMI, CEO of Masso Group
                                                                                                          Doctorate in Marketing
          from Masstricht University                   Master's Degree in Business Administration
                                                       - Research Doctorate in Business Administration    Lecturer of the MBA Program,
          (Netherlands)
                                                       (AIT)                                              Solvay University (Belgium)
          - Scholarship for ASEAN Young
                                                       - International University Lecturer                (Europe’s Top Ten), and many
          Leaders from Nanyang University,
                                                       - CEOs Training Program Lecturer                   other MBA Programs
          Singapore
                                                       - Speaker for national and international           Trained over 100 MBA members.
          - Awards for Eloquence                       conferences on Marketing - Business                Experience:
          - Speaker and lecturer for national and      Administration and Branding Strategy
                                                                                                          - Marketing Manager for
          overseas conferences                         - A specialist on incorporeal property and
                                                                                                          Indochina Region at Nokia
          Experience: Sales – Marketing –              corporate value
                                                       - Director, Vietnam Management Institute           - Marketing Manager at Colgate-
          Management Lecturer with over 13
                                                       - Founder and Chairman of Masso Group              Palmolive
          years of experience as a consultant
                                                       - Manager for Marketing, Shell Vietnam             - Sales Development Manager at
          for multi-national corporations such
                                                       - Director for Sales-Marketing, Asian Region, at   PepsiCo
          as: Prudential, Dutch Lady Vietnam, A
                                                       Shell Asia Pacific                                 - Well experienced in consulting
          Dong, Ninenine, AUSP, URC                    - He experiences business relations with multi-    and training for top-rated
          Corporation, Tradewind Asia, Heinz           national corporations such as: Motorola,
                                                                                                          international and national
          USA…                                         Procter&Gamble, Microsoft, Dutch Lady...and
                                                       other domestic large companies like: VNPT, Bao
                                                                                                          corporations.
                                                       Viet, MB Bank, Saigon Tourist, Ha Tien Cement...



Vietnam Marketing & Management Institute                                                                               GfK Retail & Technology
                                     VMF 2009 Roadmap

           To make all this happen, VMF 2009 presents critical plenary sessions and in-depth
           special interest sessions delivered and presided by those who know. The opening
           VMF 2009 have the following elements:



               1. PLENARY SESSIONS: These
              are plenary sessions and with
              insights to the challenges we
              face. Plenary sessions are
              reserved for all participants.




Vietnam Marketing & Management Institute                                                  GfK Retail & Technology
                                     VMF 2009 Roadmap


           2. SPECIAL INTEREST SESSIONS: The
           sessions will be led by panels or single
           presenters. They will discuss specific issues and
           concerns regarding specific business operations.
           The sessions will be technical working groups
           with resource speakers and reactors invited to
           discuss designated topics.




Vietnam Marketing & Management Institute                       GfK Retail & Technology
                                     VMF 2009 Roadmap


        3. VMF 2009 EXPO: The Expo, held in a
            selected exhibition area within the forum
            hotel, brings together all those who are
            interested in showcasing the business and
            economic programs they offer and/or
            books published. Companies can
            showcase the mission and values as well
            as your marketing programs designed.
            Initially 3 - 5 booths are expected.




           Note:
           Organizer will provide standard booth for exhibitors. Exhibitor will be served as “First-come-
           first-serve”.




Vietnam Marketing & Management Institute                                                            GfK Retail & Technology
                                     VMF 2009 Roadmap

       5. FORUM WEBSITE: The site features
            information and updates about the event
            and its schedules, accepts reservations
            and inquiries. It will also have an FAQ
            section, workshop notes of the sessions
            and blogs by some speakers as well as
            background information about the
            various associations and corporate
            partners. Participants can download
            workshop and presentation notes of
            most presentations right after the forum.
            www.vietnammarketingforum.com will
            open for business two months before
            the forum.




Vietnam Marketing & Management Institute                GfK Retail & Technology
                                     VMF 2009 Roadmap

        SPONSORSHIP

        The forum will approach local and foreign businesses in Vietnam, operating in the filed
        of: FMCG, Electronics, Investment, Service, banking & finance, retail…


                                           SPONSOR LEVEL


                   USD3,000                                     03
                                                CO-SPONSOR

                   USD1.000                            05
                                           EXHIBITOR




Vietnam Marketing & Management Institute                                              GfK Retail & Technology
                                            VMF 2009 Roadmap
                                                   SPONSOR BENEFITS
                                                                                  CO- SPONSOR    MEDIA SPONSOR         EXHIBITOR
                                                            Sponsor level         USD3,000 (3)    USD3,000 (5)        USD1,000 (5)
    Benefit

   1. Logo - Media exposure

   Mentions in all promotional materials, print advertisings and regular               v               v
   editorials/interviews
   Mention in TV talk show, post event feature on HTV/VTV                              v               v
   Mentions in press releases                                                          v               v                   v

   Free      advertising     space        on      the       Forum       website     01 month        01 month
   www.vietnammarketingforum.com
   2. Logo - Identity exposure

   All backdrops, banners, posters, standees at the forum hotel                        v               v

   01 backdrop (3m x 5m) for the opening and plenary sessions                          v               v

   02 backdrops (2.5m x 4m) for special interest sessions                              v               v


   10 standees (0.8m x 1,6m) around the ballroom and function rooms                    v               v

   12 banner (0.8m x 1,6m) around the ballroom and function rooms                      v               v

   01 welcome banner (2m x 6m) in front of the hotel/ballroom                          v               v




Vietnam Marketing & Management Institute                                                                       GfK Retail & Technology
                                         VMF 2009 Roadmap
                                                SPONSOR BENEFITS
                                                                 CO- SPONSOR    MEDIA SPONSOR           EXHIBITOR
                                        Sponsor level            USD3,000 (3)    USD3,000 (5)           USD1,000 (5)
     Benefit

    3. Other benefits
    Full forum registration badges and free delegate seats for        10               10                     3
    executives or clients
    Opportunity to host a section
    Expo booth at the VMF 2009                                        1                1                      1
    Acknowledgement in brochure                                       v                v                      v

    Forum guidebook                                                   v                v                      v




   For sponsorship opportunity, please contact:
   Phan Thi Anh Thu(Ms.)
   Tel: 08 35265247 (131) - Fax: 08 35265254 -
   HP: 0989 250 676
   Email: thupta@VMI.edu.vn
   Website: www.vietnammarketingforum.com                                         Co-sponsor’s logo is solemnly put here

Vietnam Marketing & Management Institute                                                            GfK Retail & Technology
                                     VMF 2009 Roadmap
                                                   TICKETING

              Forum fee: 200 USD/ticket (inclusive VAT)
              - The above fee includes forum materials, tea break and buffet lunch at New World Hotel
              - 20% discount for groups of 3 or so
              - 20% discount for early birds (before June 19, 2009)
              - 10% discount for early birds (before July 19, 2009)

              Note:
              - Tickets will be delivered upon paying by transfer or cash. Registers are advised to bring
              tickets to the forum for checking purpose.
              - VAT invoice will be issued 2 weeks after the forum.
              - Forum fee should be made payable before July 20, 2009.

              Payment by transfer
              Account                  : VIEN MARKETING & QUAN TRI VIET NAM
              Account No. (VND)        : 037-100-382-1903 – At: Vietcom Bank – Tan Dinh Branch

              Payment by cash
              Phan Thi Anh Thu(Ms.)
              Tel: 08 35265247 (131) - Fax: 08 35265254 - HP: 0989 250 676
              Email: thupta@VMI.edu.vn
              Website: www.vietnammarketingforum.com




Vietnam Marketing & Management Institute                                                           GfK Retail & Technology
                                     VMF 2009 Roadmap


                                           THANK YOU !




Vietnam Marketing & Management Institute                 GfK Retail & Technology