Two-year streak: PNJ takes home Marketing Initiative of the Year - Vietnam at Retail Asia Awards

The campaign PNJ Jewelry Journey Across Vietnam made PNJ secure its second consecutive win at the Retail Asia Awards in the Marketing Initiative of the Year - Vietnam category.

Phu Nhuan Jewelry Joint Stock Company (PNJ) has won the Marketing Initiative - Vietnam of the Year at Retail Asia Awards 2024, marking its second consecutive win in this category and underscoring its continuous innovation and leadership in the Vietnamese jewellery industry.

In an interview with Retail Asia about this recently-earned award, Tran Nguyen Phi Long, Head of Retail Marketing at PNJ Group, stated, “Customised marketing approaches have been pivotal in our campaign, markedly enhancing PNJ’s brand image, driving sales, and fostering both customer loyalty and new relationships.

By adhering to a customer-centric philosophy and tailoring strategies to their needs and desires, we consistently refine our retail marketing efforts. Our ultimate goal remains to achieve exceptional satisfaction and provide an unparalleled shopping experience for every customer.”

PNJ Jewelry Journey Across Vietnam campaign, hailed for its innovative approach to localised marketing, transformed a double-decker bus into a mobile showroom, travelling across 24 provinces and cities from North to South Vietnam.

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The series of offline events in the campaign were highly noticeable, attracting significant crowds at every tour stop and sparking extensive social media activity, including 20 million TikTok views and 1,700 Facebook posts in just two months. These metrics underscore PNJ's skill in creating genuine connections with consumers, nurturing enduring emotional bonds, and strengthening brand loyalty.

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In addition to the acclaimed PNJ Jewelry Journey Across Vietnam, PNJ's marketing initiatives throughout the year, including their recent Braving the Waves, the Spirit Stays campaign on Women's Day, further solidified its market influence. These initiatives not only enhanced brand visibility but also facilitated entry into new markets, contributing to PNJ's robust financial performance.

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The period from 2018 to 2023 continuously witnessed the remarkable development of PNJ to become one of the top retailers in Vietnam. In 2023, PNJ achieved a record-breaking net revenue of VND33.137b (US$1.32m) and a net profit of VND1.971b (US$78,690) — the highest figures to date, surpassing the previous record of VND1.811b (US$72,302). This year, enhancing the quality of retail marketing programmes and sales campaigns is seen as a key strategy to achieve the challenging targets of VND37.147b (US$1.48m) in revenue and VND2.089b (US$83,401) in profit, representing increases of 12% and 6%, respectively, compared to the same period last year. Both figures are record highs and are four times the revenue and eight times the profit from a decade ago.

According to PNJ representatives, this is the “sweet fruit” of more than a decade-long journey of transforming from a traditional jewellery retail company into the leading lifestyle retailer in the domestic market and expanding internationally.
PNJ's consecutive wins at the Retail Asia Awards validate its evolution from a traditional jewellery retailer to a forward-thinking industry leader. This recognition not only honours PNJ's dedication to excellence but also positions the company as a beacon of innovation and customer-centricity in the lifestyle retail landscape.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].