A BRAND TRANSFORMATION EXPERIENCE AND INNOVATION-LED MARKETER.
Phú Cường has made his name in the local marketing industry over a decade of successful experience in 3 different categories from household digital appliances, to beverage and fashion/retail in Samsung Electronics, Suntory PepsiCo Vietnam and Biti’s.
In Samsung Vina Electronics, in the early stages of competing with dominant reputed Japan-originated brands, Phú Cường and team refreshed and stunted the category with [This Is Living Campaign], achieving Bronze prize of AMES 2015 – the prestigious Asia Marketing Effectiveness award, to pioneer in winning young consumer segments by repositioning Samsung as the inspirational and lifestyle choice for the new consumer generation while reframing other competitors as for the elder’s generation. Such strong differentiation in approach versus category’s norms of “rational” and “feature-driven” way did return in great numbers of +46% growth in revenue and +10% gain in market share.
At Suntory PepsiCo Vietnam, Cường continued to gain trust to take responsibility for leading transformation-led projects for Mirinda and Aquafina. For Mirinda, by leading [Product formula change] and [Brand Repositioning Build & Implement], Cường and team set a solid foundation for Band to achieve outstanding results of +34% revenue growth and +3% market share gain. For Aquafina – no.1 Packaged Water brand, Cường led [Brand Visual Identity System Transformation] project, a disruptive movement after more than a decade of sticking to the traditional and outdated brand visual elements.
For 5 years at Biti’s, starting from Group Brand Manager position and strong fast-track to Marketing Director role, overseeing Biti’s Marketing agenda mix of holistic strategic approach and hands on implementation, varied from Product Innovation, Brand Developing & Building, Re-positioning to Retail and Digital transformation, Phú Cường together with team did not only achieve a phenomenal 2018 of tripling business value, make Biti’s Hunter become a 50-million-USD-annual-revenue Brand after only 3 years since establishment, but also be praised as the most award-winning local brand with 22+ prestigious Marketing & Advertising Awards in Vietnam – APAC – Global scale including The One Show, PR Asia Awards, Tangrams Effectiveness, MMA The Smarties…).