Project Overview
Following a breakthrough growth phase leveraging price competition-based marketing strategies, Kết Nối Tiêu Dùng (KNTD) entered a new stage of sustainable expansion, prioritizing brand building and market penetration. Acknowledging that continuous price-based competition was no longer feasible due to strict supplier policies, KNTD decisively invested in brand image enhancement, flexible sales policies, and attractive promotional campaigns. DMAT supported KNTD as a strategic advisor on marketing, business growth, and branding initiatives.
About the Client
Kết Nối Tiêu Dùng is a prominent ecommerce brand specializing in mechanical tools and equipment. Originating from a small store in Tan Binh district, Ho Chi Minh City, KNTD has expanded impressively over a decade, establishing a comprehensive distribution network nationwide. The company proudly holds exclusive distribution rights for many top global mechanical brands.
Initial Challenges
Maintain consistent growth momentum without applying discount strategies due to restrictive policies imposed by suppliers.
Elevate brand positioning and credibility to effectively target higher-end customer segments and attract international brands entering the Vietnamese market.
Strategy and Execution
- Rebranding and Brand Image Enhancement: Invested significantly in digital content, website upgrades, and media platforms to craft a professional and trusted brand image.
- Strengthening YouTube Channel and Push Ads: Enhanced content creation with valuable, in-depth mechanical insights to attract viewers, build community, and foster customer loyalty.
- Expanding Distribution Networks: Established and developed a new branch in Thu Duc, along with extending partnerships with regional distributors to broaden market reach.
- Flexible Combo Sales Policies: Designed product combos offering optimized value to customers while simultaneously increasing average order values.
- Diverse Promotional Programs: Conducted attractive gift campaigns and varied promotional incentives to encourage customer purchases, ensuring sustainable growth without relying heavily on price competition.
Results Achieved
After two years of strategic cooperation with DMAT, Kết Nối Tiêu Dùng achieved impressive outcomes:
- Successfully expanded, operating three major branches.
- Grew YouTube channel audience to over 137,000 subscribers, contributing approximately 20% to total revenue.
- Significantly improved brand positioning, becoming a leading and trusted entity in Vietnam’s mechanical tools market.
- Garnered attention from numerous international brands, receiving promising direct partnership proposals to further accelerate future growth.