Giá trị của một thương hiệu F&B? - Hà Chu | MAD SS02 EP01

TL;DR

Hà Chu discusses F&B marketing, brand value, and industry challenges.

Transcript

Welcome to another episode of MAD Our guest today is Hà Chu Hà Chu is a marketing specialist and founder of COOKED A food and beverage business school Before we begin Can you tell us more about yourself? Hi everyone Hi Tuân Thank you for having me today I'm a marketing specialist like Tuân has introduced I have around 10 year experience in F&B, esp... Read More

Key Insights

• Hà Chu emphasizes the importance of realistic marketing education, focusing on practical applications over theoretical knowledge.
• There is always a gap between learned marketing knowledge and real-world application due to the ever-changing market environment.
• Real-life experience and broadening one's horizon are crucial for successful marketing, as it helps understand diverse consumer needs.
• Boutique brands often rely on the owner's talent for marketing, which can limit growth; investing in skill development is essential.
• In F&B, culinary skills are beneficial but not mandatory for success; training taste buds is crucial for understanding consumer preferences.
• COVID-19 served as a natural selection for F&B businesses, highlighting the importance of pre-existing brand strength and endurance.
• The ghost kitchen trend is growing in Vietnam, emphasizing the need for strong F&B branding due to the lack of physical consumer interaction.
• Creating a valuable F&B brand involves considering both consumer-facing and internal values, ensuring sustainability and social responsibility.

Questions & Answers

Q: What is the main focus of Hà Chu's marketing school, COOKED?

COOKED focuses on providing practical marketing and business education for the F&B industry. Hà Chu emphasizes teaching students realistic and applicable marketing strategies, aiming to improve their skills by 10-20%. The school addresses the gap between theoretical knowledge and real-world application, preparing students for the dynamic nature of the market.

Q: What challenges do students face when applying marketing knowledge in real life?

Students often face a gap between what they learn and real-world application due to the constantly changing market environment. Hà Chu notes that real-life experience and a broad perspective are crucial for successful marketing. Students must adapt to evolving consumer needs and market conditions, which require continuous learning and adjustment of strategies.

Q: How does Hà Chu view the role of culinary skills in the F&B industry?

While culinary skills are beneficial, Hà Chu believes they are not mandatory for success in the F&B industry. She emphasizes the importance of training taste buds to understand consumer preferences better. This involves actively experiencing and evaluating different flavors to develop a refined sense of taste, which is crucial for creating appealing products.

Q: What impact did COVID-19 have on the F&B industry according to Hà Chu?

Hà Chu describes COVID-19 as a natural selection process for F&B businesses, where only those with strong pre-existing brand power and endurance survived. She advises that businesses assess their internal strength and market demand before deciding to re-enter the market post-pandemic. The crisis highlighted the importance of brand resilience and adaptability.

Q: How important is branding for ghost kitchens, according to Hà Chu?

Hà Chu believes that branding is even more important for ghost kitchens due to the lack of physical consumer interaction. In a market where competition is based on delivery and online presence, strong branding helps differentiate a business from thousands of competitors. Investing in F&B branding is crucial for creating a memorable and appealing brand identity.

Q: What does Hà Chu consider as a valuable F&B brand?

A valuable F&B brand, according to Hà Chu, is one that provides both external and internal value. Externally, it offers quality products and experiences to consumers. Internally, it ensures that employees and suppliers are treated well, contributing to sustainable growth. Brands should aim to create social value and minimize environmental impact, aligning with broader societal goals.

Q: What is Hà Chu's perspective on personal branding for F&B business owners?

Hà Chu suggests that personal branding can be beneficial for small-scale businesses or startups, as it helps quickly establish brand identity. However, for ambitious brands, relying solely on personal branding can limit growth. As a brand expands, it should focus on building its identity independent of the owner, ensuring long-term sustainability and broader appeal.

Q: What trends does Hà Chu foresee in the F&B industry post-COVID?

Hà Chu anticipates the continued growth of ghost kitchens, driven by consumers' increased comfort with food delivery. She also expects a focus on creating brands with real societal value, reducing waste, and ensuring sustainability. The industry will likely see higher entry barriers, encouraging brands to bring substantial value and innovation to the market.

Summary & Key Takeaways

• Hà Chu, founder of COOKED, discusses the importance of practical marketing education in the F&B industry, emphasizing real-world applications over theoretical learning.

• She highlights the challenges of bridging the gap between learned knowledge and real-world application due to the dynamic nature of the market and consumer behavior.

• Hà Chu explores the impact of COVID-19 on F&B businesses, the rise of ghost kitchens, and the significance of strong branding and taste training in the industry.