Tanger’s Post

Vietnamese shoppers are making few shopping trips overall but visiting more channels on average. That means capturing shoppers’ footfall is a growing challenge. Giant retailers are expanding their reach with ambitious store growth plans, but accessibility alone doesn't guarantee success. Emerging channels like specialty stores are rapidly gaining traction, reflecting a changing preference for targeted shopping experiences. Join us for the Vietnam Shopper Pulse 2024 webinar for strategies to win shoppers in a fragmented landscape: https://lnkd.in/g366UQJe   #RetailLandscape #ShopperBehaviour #FMCG #Kantar #Worldpanel #Vietnam #Webinar

Coffee though a centuries old beverage, has transformed into a cultural experience, especially among today's youth. This shift is evident in not just the rising popularity of specialty coffee shops, but also the nature of today's young consumers who have become digital natives. It has become increasingly crucial for coffee companies to step away from traditional ways of marketing and adopting more informative, immersive and experiential marketing techniques to stay relevant in the minds of these consumers whose demands go beyond just convenience. To know more about how coffee companies can engage today's experience seeking youth, read the below Indian Television article authored by our CMO, Mr. Raja C.: https://lnkd.in/gA_T-5gw #CoffeeCulture #ConsumerTrends #CoffeeLovers #YouthMarketing #ContinentalCoffee

✨ Came across a post by Sahiba Bali recently, and it struck a chord! ✨ Has anyone else noticed the quiet around festive season sales this year? Traditionally, this season is buzzing with big campaigns, but there’s been a noticeable shift. 📉 Brands seem to be scaling back, likely responding to evolving consumer behavior. Year-round discounts have reduced the novelty of festive sales, and with a growing emphasis on mindful, sustainable shopping, brands are rethinking what truly brings value. It’s less about short-term spikes and more about cultivating loyalty and purpose. 🌱 This could signal a fresh chapter in retail—a move toward engagement that extends beyond a season, focusing on genuine connection and long-term value over quick wins.

Campaign Spotlight: Carrefour's "Don’t Let the Bill Scare You" What happens when creativity meets consumer insight? You get a campaign like Carrefour’s 2019 “Don’t Let the Bill Scare You,” by Wunderman, Amman. 🧠💡 This campaign visually conveys a relatable problem—shopping-induced stress—while simultaneously reassuring the audience that Carrefour offers competitive prices to alleviate such concerns. This clever juxtaposition between a common anxiety and a comforting solution makes the campaign both memorable and engaging. But Carrefour brilliantly flips the narrative, reassuring customers that with their prices, there’s nothing to be afraid of. It’s clever, it's simple, and it sticks with you. Why? Because it speaks to something we all know—the heart-dropping moment when the cashier hands you a loooong receipt. Carrefour flips this anxiety on its head with humour, and by reminding us that with their prices, there’s nothing to fear. Other brands, take note: humour + a touch of realism = a winning combo! What Marketers Can Learn: Understand Consumer Fears: Addressing real pain points builds emotional connections and loyalty. Keep it Simple: You don’t need a complex narrative. A strong concept and bold execution are enough to make a campaign memorable. Balance Humor with Reassurance: Lighthearted campaigns work best when they offer a solution or promise. Let’s think more deeply about the everyday experiences of our audiences and transform them into creative campaigns that connect on a personal level. #Marketing #Creativity #BrandCampaigns #Carrefour #CustomerInsights #EmotionalBranding #MarketingStrategy #CampaignSpotlight #HypermarketMarketing

The #FMCG retail landscape in #Vietnam is shifting to more convenient and modern formats.   But not all modern trade channels can thrive.   As channel choices and preferences shift, understanding the "shopping mission" - the reason behind a shopper's visit to each channel - becomes crucial for success at the point of purchase.   Learn more about how shopping missions can ensure your offerings are relevant for each channel in our upcoming 𝗩𝗶𝗲𝘁𝗻𝗮𝗺 𝗙𝗠𝗖𝗚 𝗢𝘂𝘁𝗹𝗼𝗼𝗸 𝟮𝟬𝟮𝟰 report.   #Vietnam #RetailLandscape #ConsumerTrends #ShoppingMissions #Kantar #Worldpanel

We've got some good news to taco about! 🌮 Wavemaker India has won the integrated media mandate for Taco Bell India (Burman Hospitality) 🎊 The new partnership serves its first campaign this month with the release of a tasty value-driven campaign called ‘Loaded with more’ 🙌🏽 Kunal Malhotra, Chief Marketing Officer Taco Bell said in a GroupM press release: “We are delighted to partner with some of the best minds at Wavemaker as we set out to build Taco Bell as one the most loved QSR brands in India. We are sure that with the media prowess at Wavemaker, we will together establish Taco Bell as food which the new generation of Indian consumers love, by giving them a Loaded with More experience – with Taco Bell Food as well as our communication." Shekhar Banerjee, Chief Client Officer and Office Head for West, North & East, Wavemaker India says: “Taco Bell isn’t just about food; it’s about creating memorable, engaging experiences. Winning this mandate is a call to unleash unparalleled creativity and collaboration that Wavemaker is known for. Our debut large-scale campaign, ‘Loaded with More,’ exemplifies this vision. Our media strategy for this dynamic brand was focused on maximizing mental availability in a high cluttered category and sparking conversation and ‘wow’ factor that truly resonates with consumers. We will continue to harness diverse channels, our exclusive partnerships and platforms for Taco Bell”. Full press release here: https://lnkd.in/etQY9rUC #newbusiness #wavemaker #positiveprovocation #GroupM

Local Authenticity vs. Global Adaptation Local brands thrive by embracing their unique cultural essence and fostering deep community connections. For example, a local Chennai restaurant might succeed by offering authentic South Indian cuisine tailored to local tastes and participating in community events. This creates a loyal customer base that values authenticity and community involvement. Global brands, on the other hand, need to focus on scalable strategies and diverse market adaptation. For instance, KFC adapts its menu to suit regional tastes. Offering Briyani in KFC! KFC calls it the Biryani Bucket (Biriyani spelled Biryani is obviously the first indication of its Americanness). While this approach works globally, a local brand trying to imitate this without a strong local identity might dilute its uniqueness and fail to connect deeply with its primary audience. Balancing these mindsets requires a clear strategy. A local brand should capitalize on its authenticity and local ties before considering global expansion, ensuring it doesn't lose its core identity in the process.

Do food influencers really boost restaurant foot traffic? Our latest survey dives into the true impact of influencer marketing on the F&B industry. Discover how digital strategies are driving dining decisions! #Theworldswithinreach #reachagency #InfluencerMarketing #F&B #SurveyResults

Are you trying to reach out to your #customers on a more intimate level, solidifying tighter bonds and enhancing #engagement. Offline #campaigns are vital, and many of your peers are redirecting their focus to it, complementing them with #digital ones in achieving a multi-pronged approach to boost #brand awareness and catching customers from all sides! 🌟 In a post-Digital Food & Beverage Asia interview with Elaine Soh from Tasty Snack Asia, Kenneth Lau from Mondelēz International, and Dawn Wong from Mekhala Living, they share their views on how offline methods bridge the distance between customers and brands, with the integration of #trade shows, in-store demos, and promoters to create #personalised experience for increase conversions, and draw customers to the physical stores! 🛍 Want to hear more insights on more marketing strategies to win your next move: https://lnkd.in/gnNvYFR2 #digitalmarketing #marketingtips #customersuccess #restaurants #foodservice #eCommerce #foodandbeverageindustry

Ramly's Burger or McDonald's? 🍔 a good branding comparison. 📈 It is Ramadan, and the Ramadan Bazaar at Geylang Serai is an area that I pass by daily. As a Multimedia Producer who works alongside marketers, I can't resist a good branding analysis. There is no denying that Ramly's Burger has always been a staple of Ramadan Bazaar. I love it, but I am aware that I can't indulge too much in it. I find it curious that the price of a Ramly Burger is actually higher than that of a typical McDonald's burger. Both are arguably very popular with the locals in Singapore. There is no denying that McDonald's has a much stronger brand recognition globally, but one may argue that Ramly's is more popular in the niche target audience. One is consistent and has become a staple of fast food comfort food, while the other plays with a street food vibe and grassroots audience. 😋 Which one do you prefer? #Branding #Food #Ramadan #Marketing #Ramadan2024