Phu Nhuan Jewelry Joint Stock Company (PNJ) was the only Vietnamese company to win an award at the 11th edition of the annual Marketing Events Awards, held at Sands Expo & Convention Centre, Singapore, when it won Best Retail Marketing.
The achievement of PNJ’s retail marketing team was owed to the success of breakthrough innovation ideas, which were implemented into specific marketing campaigns.
PNJ actively shifted its marketing orientation from “bombing” to “sniper” (mass to customisation). The main aim in each marketing campaign was to reach and solve the right needs of its target customer groups, especially those in the business segment.
Instead of five to seven big campaigns a year, PNJ designed three to four tailor-made campaigns each month for the diverse needs of each customer group, product line, and region. Each marketing campaign was implanted with a viral contagion to ensure the spread of the idea which followed the flow naturally, instead of depending on traditional paid channels.
Tran Nguyen Phi Long, head of retail marketing, represented PNJ Group to receive the Best Retail Marketing award at Marketing Events Awards 2022.
In a statement to MARKETING-INTERACTIVE, Tran Nguyen Phi Long, head of retail marketing at PNJ Group, said: “In a business landscape that is constantly changing and transforming, many factors might affect both the retail industry in general, and PNJ in particular, that might prevent us from foreseeing them.
“Therefore, we always strive to refresh and innovate our modern marketing approaches and flexibly improvise our activities so we can closely reach our target audience.”
The gold trophy for Best Retail Marketing at Marketing Events Awards 2022.
The Marketing Events Awards 2022 marked a turning point as PNJ’s first international marketing award. The win was a reward for its effort and passion to find modern marketing approaches for the jewellery retail industry. Its marketing development journey will continue to grow to reach further milestones.
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