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The trend towards digitalisation has accelerated as Covid-19 lockdowns and restrictions forced many to stay home. Building on our digital strategy to connect with stakeholders across our entire value chain, we leverage data analytics through Integrated Data Driven Marketing (iDDM) to better respond to consumers’ fast changing behaviours and deliver better marketing value. We have also developed digital B2B (Business to Business) and B2C (Business To Customers) platforms and use data-driven insights to provide faster and value-added service to our customers and consumers that in turn drive sales. We now have a team of close to 20 employees in HEINEKEN Vietnam dedicated to this effort, including specialists such as data scientists.
Tiger brand diversified its strategic approach in 2019 to be a leading brand with a purpose. Tiger turned waste into Value in order to sustain its brand performance while at the same time improve local infrastructure which indirectly supports local economic growth. The Tiger cap collection campaign involves the collection of tons of bottle caps which are then recycled and support to build bridges for communities. It demonstrates our belief that innovative brand building activities can create shared value for the economy and environment while making meaningful contributions to society. The project began in 2018, and doubled in scale this year, with twice the number of outlets participating and caps collected.
Consumer behaviour is changing fast as new technologies are constantly emerging. Our digital transformation journey at HEINEKEN Vietnam has reframed how we develop our brand strategy. To make better informed decisions, we use different sources of data and embrace new technologies such as machine learning and AI. We saw that using integrated Data Driven Marketing (iDDM) in our Heineken® Silver campaign resulted in campaign effectiveness increasing by 2x versus the normal. We have been piloting sales strategies and using Data Driven Sales, which has changed our way of working and how we use data to make decisions.
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