FROM ZERO TO NOTHING
‘The most important thing you have to remember is that you have to be unique, but your uniqueness has to have certain values and meaning. Otherwise it would be useless’.
The risk to take:
In 2007, Bambo – a brand of Tong Linh Giang Corp. (TLG Corp) – was introduced to the market; it later became one of the leading brands in the fashion for teen category. However, not much people were aware about the true story behind the successful of Bambo falls into the hand of Mr Nguyen Quang Huy, Vice managing director of TLG Corp.
Before the introduction of Bambo, TLG Corp also had had the whole sale services in clothing; but Mr Huy thought that it was not enough. Later in the end of 2006, after a long talk with his friend who was working at Nielsen Vietnam, he recognized there was no particular fashion brand for teenagers in the market. Then he was bold to take one step up ahead others fashion brands by acquiring a contract with Nielsen to have a more comprehensive look and better understand toward Vietnamese teenagers at the moment.
‘That would be a-whole-lot of risky money that I have ever invested since the beginning of the corporation. At the moment I bet that there would be no young corporation like us could be that bold to take that much money just in marketing research’. Said Mr Huy.
What Mr Huy really did is that he did not stop at asking Nielsen and his friends to answer his question or in other words, to provide him certain services; but he pushed his company and his agency to create what is so called ‘service excellence’ (ref) together. He did that by inviting people in Nielsen who actually process and give him the research data. He understood that ‘while great work wins the business, a great relationship is what keeps it’ (Solomon 2008) and he did not wait for Nielsen to build a good relationship with his company although he was the client; he stepped up and did it in advance. By doing so, he let the people who understand the data the most to work with his employees to make sure that they could get the most out of the data that the agency provided them. He let the agency created ‘service excellence’ for him and that is where he got his resources and inspiration to come up with his very own ‘values and meaning’ that his brand offer toward the customers. If you look at it another way, Mr Huy was just trying to make the best use out of his risky money in an excellent way that benefits his company the most.
The trust is in need:
At first Mr Huy did not tend to provide such a large amount of money just in to marketing research; but his friend was successful in persuading him to.
‘We were friends since secondary school and we still keep contact until then. It was not that risky to believe the potential that his agency could offer me because I know he had already won some contracts with big client in the industry’. Said Mr Huy.
Therefore in the first three steps of ‘moment of truth’ (ref) his friend had won him completely. Although Nielsen has been the biggest company in marketing research field, Mr Huy would not be bond enough to have that contract without the consultation from his friend. Sometimes making promises is really important, but keeping the promises is the foundation of maintaining service relationships (Bitner 1995).
That is the key details on how Mr Huy build his brand from zero to nothing can compete him in the market at the time. There are two things that a starter business owner should keep in mind that is known when to take risk, even with the big risk and known when to trust others.
Author: Nguyen Hoang – s 3394101
Solomon, R 2008, “The Art of Client Service”, 2nd edition, Kaplan Publishing, New York, USA.
Bitner, M. J 1995, ‘Building Service Relationships: It’s All About Promises’, Journal of the Marketing Science, vol. 23, no. 4, pp. 246-251, viewed 14 January 2014, Springer Database.
Landon, C 2013, ‘Lecture 1 Service Excellence’, course note for COMM2384: Client Management, RMIT University, Ho Chi Minh City, viewed 14 January 2014, Blackboard@RMIT.