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
(5-7/09)
Event day
(31/7/09)
Post-event
(8/09)
1.
Event identity
1. Topic, speaker
1. Communication
2.
Communication
2. Plenary & special
interest sessions
2. Event report
3.
Ticketing
4.
Logistics
3. Expo
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
•
•
•
•
•
•
•
•
VMF Website
Print ads
Advertorials
Editorials
Banner online
Inserts
TV Talk show
Email
Vietnam Marketing & Management Institute
Direct marketing
•
•
•
Direct mail
Tele-marketing
SMS
Supporting
media
Supporting
•
Press release
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
of Research, Fullbright Vietnam
An expert in economics and
economic policies. Credited for many
researches publicized on important
domestic and international
publications. Mr. Vu Thanh Tu Anh
obtained a Master's Degree, and a
Ph.D. in Economics from Boston,
USA..
Currently, he is the Director of the
Fullbright Institute, a collaboration
between John F. Kennedy School of
Government, Harvard University and
the Economic University of Ho Chi
Minh City.
Vietnam Marketing & Management Institute
LƯU TRỌNG TUẤN – Chief
representative , Liven Agrichem
Doctorate in Linguistics
Research Doctorate in Business
Administration, Organizational Culture
and Performance Measurement
Research
Experience:
-International University, National
University and it’s affiliate colleges
lecturer
- Conference speaker on Financial Crisis
- Columnist for Business Development
Magazine (Business University), Banking
Industry (Banking College)
- Chief representative, Liven Agrichem.
VŨ THẾ DỰ - General Manager,
GfK Asia (Indochina)
Master in Information Management
- Research Doctorate in Ethnography,
specializing on consumers research
- Southern Columbia University
Lecturer
- PMP International Project Diploma
- BSC Specialist
- Market - Consumer Research
- Organization Data System Research
Experience: General Manager, GfK
Asia (Indochina); Director, Samsung
Corporation Project
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
Giles Watkins is an Adviser at McKinsey &
Company currently based in Indonesia. His
specialties include
- Sales Management,
- Learning & Development for Sales &
Marketing People, and
- Business Transformations including Market
entry & divestments
Before joining McKinsey in April 2008, Giles
worked for Shell for over 20 years. For the
whole of the 1990s he worked in Sales in
Emerging Markets, including 3 years in Sales
& Marketing Management roles for Shell In
Vietnam from 1995-99. He was subsequently
a European Marketing Manager for Shell in
France before becoming Head of Learning for
the newly formed Global Lubricants Business.
Vietnam Marketing & Management Institute
LISA WATSON
Chairman, Direct Marketing
Association of Singapore
Founder & Managing Director, Ibis Intelligence
Services
In Asia for over 18 years, Lisa Watson was
named Chairman of the Direct Marketing
Association of Singapore in 2002, and she sits
on the Advisory Board of the International
Council of the U.S. Direct Marketing
Association. She founded Ibis Intelligence
Services in 2001 after 16 years in advertising
and direct marketing agencies. Her client
experience includes American Express, Apple,
AT&T, HP, Microsoft, Oracle, P&G, SingTel
and Xerox. Ms Watson is a trainer and
conference speaker on four continents and a
regular columnist for international trade
publications.
Jos. Birken CEO and Founder,
Marketing Science, Singapore
Current: CEO and Founder at
Marketing Science
Past
- Head, Asia-Pacific at Experian
Marketing Services
- Director, Business Development, DMS
China at TNT
- CEO, Asia-Pacific at Consodata
- CEO and Founder, Claritas
Netherlands at Claritas
- General Manager CCN Marketing
Services, Netherlands at Experian
- Sales& Marketing Management at
Unilever
GfK Retail & Technology
VMF 2009 Roadmap
Speakers Board
NGUYỄN ĐĂNG DUY NHẤT
Country Manager, Heinz USA
- Master of Business Administration
from Masstricht University
(Netherlands)
- Scholarship for ASEAN Young
Leaders from Nanyang University,
Singapore
- Awards for Eloquence
- Speaker and lecturer for national and
overseas conferences
Experience: Sales – Marketing –
Management Lecturer with over 13
years of experience as a consultant
for multi-national corporations such
as: Prudential, Dutch Lady Vietnam, A
Dong, Ninenine, AUSP, URC
Corporation, Tradewind Asia, Heinz
USA…
Vietnam Marketing & Management Institute
NGUYỄN TRUNG THẲNG
Director of VMI, CEO of Masso Group
Master's Degree in Business Administration
- Research Doctorate in Business Administration
(AIT)
- International University Lecturer
- CEOs Training Program Lecturer
- Speaker for national and international
conferences on Marketing - Business
Administration and Branding Strategy
- A specialist on incorporeal property and
corporate value
- Director, Vietnam Management Institute
- Founder and Chairman of Masso Group
- Manager for Marketing, Shell Vietnam
- Director for Sales-Marketing, Asian Region, at
Shell Asia Pacific
- He experiences business relations with multinational corporations such as: Motorola,
Procter&Gamble, Microsoft, Dutch Lady...and
other domestic large companies like: VNPT, Bao
Viet, MB Bank, Saigon Tourist, Ha Tien Cement...
NGUYỄN THẮNG
CEO, Valueconsult
Doctorate in Marketing
Lecturer of the MBA Program,
Solvay University (Belgium)
(Europe’s Top Ten), and many
other MBA Programs
Trained over 100 MBA members.
Experience:
- Marketing Manager for
Indochina Region at Nokia
- Marketing Manager at ColgatePalmolive
- Sales Development Manager at
PepsiCo
- Well experienced in consulting
and training for top-rated
international and national
corporations.
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-comefirst-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
03
USD3,000
CO-SPONSOR
USD1.000
05
EXHIBITOR
Vietnam Marketing & Management Institute
GfK Retail & Technology
VMF 2009 Roadmap
SPONSOR BENEFITS
CO- SPONSOR
MEDIA SPONSOR
EXHIBITOR
USD3,000 (3)
USD3,000 (5)
USD1,000 (5)
Mentions in all promotional materials, print advertisings and regular
editorials/interviews
v
v
Mention in TV talk show, post event feature on HTV/VTV
v
v
Mentions in press releases
v
v
01 month
01 month
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
Sponsor level
Benefit
1. Logo - Media exposure
Free
advertising
space
www.vietnammarketingforum.com
on
the
Forum
website
v
2. Logo - Identity exposure
Vietnam Marketing & Management Institute
GfK Retail & Technology
VMF 2009 Roadmap
SPONSOR BENEFITS
CO- SPONSOR
MEDIA SPONSOR
EXHIBITOR
USD3,000 (3)
USD3,000 (5)
USD1,000 (5)
10
10
3
Expo booth at the VMF 2009
1
1
1
Acknowledgement in brochure
v
v
v
Forum guidebook
v
v
v
Benefit
Sponsor level
3. Other benefits
Full forum registration badges and free delegate seats for
executives or clients
Opportunity to host a section
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
Vietnam Marketing & Management Institute
Co-sponsor’s logo is solemnly put here
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
Account No. (VND)
: VIEN MARKETING & QUAN TRI VIET NAM
: 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