About the position

“If your strategy isn’t working, you must sit down, think, and come up with a new strategy.” – Sergio Zyman This is a lesson on flexibility and courage in marketing that KATINAT successfully applied when facing a media crisis during their fundraising campaign for flood victims.

⚡️From Mistake to Turning Point
Initially, KATINAT launched a program where they donated 1,000 VND from each drink sold to support people affected by the floods. However, this message wasn’t well received. Many customers felt that the contribution was too small, and the brand was criticized for "exploiting" the disaster to increase sales. Zyman emphasized that businesses should not wait too long to make changes when a campaign isn’t working. KATINAT did exactly that. Rather than stubbornly defending their original approach, they chose a more decisive action: they directly raised 1 billion VND in donations, while continuing to support the charity fund, bringing the total donation amount to 2.4 billion VND. This action not only completely changed customer perception but also helped the brand regain trust.

☑️Repositioning the Message – When Actions Speak Louder Than Words
When KATINAT announced that they sold 888,696 drinks from September 12th to September 30th, 2024, they demonstrated that their actions went far beyond initial expectations. If they had continued with the 1,000 VND per drink program, the total would have been just over 888 million VND. However, by shifting from a small contribution per drink to a direct donation, KATINAT reaffirmed its genuine commitment to the community.

☑️A Lesson in Listening to Customers
Zyman once said, “It may cost extra today to build bridges and make friends with your loyal customers. But if you pay attention to them, it will be repaid.” KATINAT listened to and understood their customers’ feelings, making timely changes as a result. Thanks to this, they not only corrected their mistake but also built a stronger, more sustainable relationship with their consumers.