Marketing is one of the most exciting departments of BAT in Vietnam. It is the driving function with a steering influence on all other functions within the organisation.
Very few multinational FMCG companies in Vietnam allow marketing specialists to get experience in both planning and execution of a diverse brand portfolio. At BAT Vietnam, you are given that challenge. From brand and research, to business development, and trade, each individual is tested against the most demanding and exciting benchmarks in the FMCG marketing world.
Consumer Marketing includes Brand team & Consumer Insights team.
Brand is the essence of Marketing at BAT in Vietnam. Involvement in product development is a critical part of Marketing and it is what makes the work in Brand exciting and unique. Unlike other products, communicating a tobacco brand requires a very innovative and out-of-the-box approach in order to stay fresh in the consumers’ mind, yet strictly comply with the local laws and the global responsible marketing principles.
Consumer Insights team serves as the foundation of all of our innovations. We value our consumers and are committed to “satisfying the consumers’ moments”. The work in SP&I is very challenging but also extremely engaging and rewarding. We have to keep abreast of cross category trends, in price positioning, packaging and overall brand movements across other markets. SP&I is the key to understand the tastes, preference and habits of our valued consumers so that we can offer the best products in the market at the right time, right place, and in the right quantity.
Trade is at the forefront of Marketing as it acts as the gateway to the consumers. We work with one of the most complex distribution systems in the FMCG world in Vietnam. With the market share of 30% in a dynamic retail environment such as Vietnam, the work in Trade represents exciting challenges for those who want to master skills and acquire knowledge.
Distribution at BAT Vietnam holds a critical role in bringing to life brand strategies and transmitting them to the Trade team. It is where the knowledge of trade and brand comes together. That is why a successful performer in this function is required to have a wide range of understanding trade, field operations, brand, communications, and of the retail landscape and operations in Vietnam.
With the aim of accelerating consumer acquisition, we've revamped our Activation model which we believe will help us achieve the crucial goal of breaking through market critical mass and deliver our ambitious target. The new Business Development & Activation team will allow us to build integrated activation platforms and establish capabilities crucial for accelerating consumer acquisition and conversion.