Unpacking the Lean Spirit in Marketing:

Mr. Phan The Tung began by elucidating the essence of the lean spirit in marketing. It involves executing every action in a lean, extreme manner, optimizing to the smallest detail to achieve the most effective outcome. Emphasizing a strict adherence to the final goal, the lean spirit requires a commitment to efficiency and excellence.

Key Principles of Lean Marketing:

Focus on the Efficiency of Each Action:

Every marketing action should be scrutinized for its efficiency. The lean marketer aims to eliminate unnecessary steps and processes, streamlining the campaign for maximum impact.

Maximize Leverage:

The concept of leverage takes center stage, emphasizing the importance of making the most of available tools, technologies, and resources. By leveraging effectively, marketers can amplify the impact of their efforts.

Capitalizing on Strengths for Victory:

Acknowledging and leveraging strengths is crucial. Whether it's unique selling propositions, brand strengths, or market differentiators, these should be harnessed for assured victory.

Avoiding Redundancy:

Redundant activities and unnecessary processes impede the efficiency of marketing campaigns. The lean spirit calls for a careful examination of every step to eliminate redundancy.

Seamless Alignment of Steps:

Coordination and alignment of marketing steps are paramount. Each phase of the marketing process should seamlessly connect with the next, creating a well-coordinated and efficient workflow.

Keep Operational Costs Low:

Transforming fixed costs into variable costs helps keep operational expenses in check. This lean approach ensures flexibility and adaptability in the face of changing market dynamics.

Minimize Customer Acquisition Costs:

Lean marketing strives to minimize the cost of acquiring customers. This involves optimizing strategies to reach the target audience cost-effectively.

Embrace Creativity and Innovation:

Finally, the lean spirit encourages marketers to embrace creativity, distinctiveness, and innovation. Standing out in the market requires a fresh and inventive approach to marketing campaigns.

What kind of customers do Lean Marketing target?

Mr. Phan The Tung introduced the concept of "khách hàng vàng" (golden customers) and "khách hàng kim cương" (diamond customers). Golden customers are those who have a liking for the product, understand it, are ready to make purchases, and already possess the product. On the other hand, diamond customers not only love the product but also take pride in it, readily make purchases, and actively recommend the product to friends and family. Lean marketing should target these customer segments to optimize costs and resources. To identify golden customers, businesses must conduct in-depth research on customer profiles and personalize their experiences. This involves creating a "sản phẩm vàng" (golden product), tailored to the specific needs and preferences of the target customer segment.

To achieve the leanest marketing process, coordination between various activities and processes is crucial. Factors such as understanding customer values, prioritizing values during purchases, and identifying where customers are in the decision-making process are integral. The alignment of marketing and sales teams is essential for a streamlined approach.

The Friday Morning workshop at Tubudd continues to be a platform for enriching discussions and insights. Mr. Tung's session on Lean Marketing provided attendees with a deeper understanding of how to optimize marketing efforts for maximum efficiency and agility. The application of lean principles is not limited to the marketing team alone; the sales team can also benefit from these strategies to enhance overall effectiveness. As Tubudd's journey unfolds, participants eagerly anticipate more sessions that contribute to their professional growth and success in the ever-evolving landscape of marketing.

Stay tuned for our next Friday Morning to grow with Tubudd-ers everyday!

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