Trends in Creating Innovative and Creative Marketing

Creating innovative marketing is truly crucial. New approaches to reaching potential customers, collaborations with major brands, create a foundation for heightened value. When IBM surveyed top CEOs and government leaders about priorities, innovative business model changes and their unique proposals for effective work methods were highly appreciated. IBM has its own direction for innovating their business models, focusing on collaboration from multiple parties, both within IBM and outside with businesses, governments, and educational organizations. CEO at the time, Samuel Palmisano, noted that the breakthrough of the Cell processor, based on the Power architecture of the enterprise, would not have been possible without collaboration with Sony and Nintendo, as well as rivals Toshiba and Microsoft.

Procter & Gamble (P&G) set a goal of 50% of new products coming from outside the laboratory – from inventors, scientists, and idea suppliers for internally developed new products. Additionally, Mark Benioff, CEO and co-founder of Salesforce.com, believes that adaptability is the key to innovation. While businesses have spent years relying on breakthrough ideas, they acquired two companies for $1 billion because they did not have the financial capability to wait and acquired 24 businesses. As Benioff aptly put it: “Innovation is continuous. You have to think about how the world is evolving and changing. Are you part of the continuity or not?”

Samsung, a brand synonymous with innovation and creativity

Samsung is an innovative brand in many hardware and software fields, particularly innovating smartphones with the Samsung Galaxy product line. Going through 12 years of operation since the first generation Galaxy S in 2010. In addition to the Galaxy Note series, Galaxy series, Galaxy Watch, and Galaxy Buds. In 2010, the first-generation Amoled Display product allowed consumers to interact with a wide screen. AMOLED (Matrix Organic Light Emitting Diode). Samsung’s products continue to innovate with the introduction of version 2 in 2011, named Galaxy Note and S Pen: Adding analog Touch to Digital Devices.

The focus of these product lines is Notebooks and writing. With unique features for storing and sharing everything from memory. Samsung Galaxy Note 3 offers users a signature feature with S Pen on the screen, Bluetooth Low Energy (BLE). Galaxy Note 9 S Pen upgrade. Galaxy Note 10 creative Air Action feature: switching camera modes or zooming in or out. Galaxy Note 20 uses AI for S Pen, and to this day, the S Pen continues to be upgraded on the Galaxy S21 and Galaxy Z Fold3 models. The third generation developed by Samsung in 2013: Samsung Knox: Your Trusted Mobile Bodyguard. This product line emphasizes high security against virus attacks, blocking hacking, and unauthorized access. Data encryption. In addition to Samsung Knox, used on the mobile device Galaxy Note 3 in 2013. By 2021, Samsung Knox Vault enhances security.

In 2014, the next generation was upgraded with Superb IP Rating Ultimate Protection From Dust and Water. The Galaxy S7 version in 2017 underwent IP68 testing in water under a depth of 1.5m for 30 minutes. Furthermore, in 2015: Samsung Pay A mobile Wallet in Your Pocket equipped with the integrated feature of the electronic wallet Samsung Pay. Convenient shopping capabilities maximized through e-commerce.

Around 2016: Samsung integrated features in Advanced camera technology: The World’s First Dual Pixel Sensor. Galaxy S7 digital single-lens reflex (DSLR) camera version optimizes photo images in low-light environments. The development of products from South Korea continues to evolve, and by 2018, the One UI product line Making my own Galaxy, One UI 4 enhances data security features for users.

Galaxy Z Series The Dawn of the Era of Foldable Smartphones was developed in 2019. A new product emerged that shook the market. Z Fold with a 7.3-inch Infinity Flex Display. In 2020, the Galaxy Z Flip was the highlight of Samsung’s product line, bringing significant changes to the smartphone concept. Integrating many new features from both software and hardware. In 2021: An AI – Powered Eraser: Removing Unwanted Objects From Photos, the Galaxy S21 offers unique photo editing features. And this is the 10th generation produced in 2021: Galaxy for the Planet: For a Sustainable Future. The Mobile eXperience (MX) Business feature, using integrated AI, promises to bring many benefits to users.

King Coffee Market Segments

King Coffee’s market segment targets young, fashionable, and upscale individuals, different from G7 for older segments. Each market segment of TNI King Coffee has its characteristic products. In China, 80% of the market is 3-in-1 coffee, while in the US, 93% is roasted and ground coffee, and 7% is 3-in-1 products. The King Coffee 2-in-1 Americano pure black combines roasting and grinding, reflecting market preferences and trends. Additionally, the combination of G7 and King Coffee is an excellent strategic solution. King Coffee inherits the principles of G7 and adds, innovates, and enhances to create distinctive products. Especially when TNI King Coffee applies a promotion program of buying 1 pack of G7, get 3 King Coffee sticks. This creates a positive effect among consumers.

Through analysis, evaluation, and the personal experience of CEO Le Hoang Diep Thao, King Coffee always chooses leading markets. In the Middle East, Dubai leads the market. The product formula harmonized with the leading market will create an echo in the region. In China, King Coffee is aiming for revenue of over $1 billion and is among the top 3 market shares after more than 5 years. Markets that King Coffee is targeting for expansion and development include Vietnam, mainland China, Hong Kong, Taiwan, and Macao. Next is the APAC region, North and South America, moving towards the Middle East and North Africa. Then India, the former Soviet Union, and Eastern Europe, and finally Europe and Russia.

King Coffee Products

After its establishment, King Coffee achieved $60 million in revenue for the first year, a figure that other brands always dream of. The next priority was to build a production plant within 3 months, something seemingly impossible but achieved by TNI King Coffee. With an area of ​​51,300 m2 in Binh Duong, including coffee roasting workshops, coffee processing and soluble coffee extraction areas. The factory was visited by customers in 2017 and attracted many domestic and international media outlets. TNI uses advanced machinery with a capacity of 9,000 tons of coffee roasting and grinding and 19,800 tons of soluble coffee annually. However, with rapid growth in sales, this quantity still cannot meet market demand. Expanding production is essential, so TNI expanded its coffee extraction factory by 25,000 m2 using German technology, with an annual capacity of 12,000 tons.

Also in 2017, TNI King Coffee researched the canned or bottled coffee market, known as RTD. This market accounts for $5 billion, with Nestlé holding 86% of the global market, and the rest are other brands. By 2018, TNI King Coffee took advantage of its global distribution channels and introduced 3 new flavors to the market: vanilla, espresso, and Vietnamese iced coffee. The market response was very positive, even experiencing shortages in Singapore. In addition, new product lines were researched, developed, and launched, such as Eric coffee bean machines, freeze-dried coffee products, Teavory matcha milk tea, Ice Shake Coffee, and many other products. What’s more special is that King Coffee expanded its product portfolio combining Vietnamese cuisine in its coffee chain. A traditional coffee type focused on is egg coffee. This is a type of coffee drink similar to French Cappuccino foam. Due to the lack of milk in the past, eggs were used with coffee, making it a nutritious drink in Vietnam.