A video posted by Dato Seri Dr. Hajah Vida (@datoserivida) on
(marketingmagazine.com.my) –“Qu Puteh, Qu Puteh, barulah putih” is a line tattooed in the minds of many Malaysians thanks to Dato Seri Dr Hasmiza Othman or more popularly known as Dato Seri Vida, owner of Vida Beauty.
The tagline of her cosmetic brand has been repeated by many of Malaysia’s top TV stars from popular TV3 host Maria Tunku Sabri to Datuk Aznil Nawawi thanks to her sponsorship of their shows.
While many big brands are tightening their marketing spends Dato Seri Vida in a recent interview with The Star confessed that she had spent RM20 million on advertising in 2016 alone. A bulk of that money went to various sponsorships which were required to reach out to her target market, who in her words are the ‘mak-ciks and pak ciks’ she spends plenty of time with to understand.
However as her products evolved so has her audience, the sharp businesswoman is always savvy with her branded content investments. Last year in line with her RM2 million sponsorship of TV3’s Mentor Millenia Dato Seri Vida used it as a platform to launch her latest product, Millenia Vitamin Candy.
She also made friends and enemies this year when she took the bold move forward to sponsor the Kelantan Football team. After many tussles, the club agreed to Datuk Vida’s two conditions which were — to change the team’s name to Pamoga Qu Puteh The Red Warriors and the Stadium Sultan Muhammad IV in Kota Bharu to be painted Barbie pink.
Wanting to stretch the millage in her sponsorship of the football club even further Dato Seri Vida recently announced that she was planning to build a RM 280 million hotel in Kelantan to be named Hotel Pamoga Qu Puteh The Red Warriors.
When her products and sponsorship deals are not making headlines then Dato Seri Vida herself takes the spotlight, recently her RM 5 million bid for the F1 registration number plate for her Ferrari and her RM 22 million bungalow was the highlight in every major newspapers.
But Malaysia is just the tip of the iceberg for this savvy entrepreneur, Dato Seri Vida’s future plans include tapping into the Middle Eastern market and to be the first woman in Malaysia to own a European Football club.
As Dato Seri Vida continues to make headlines MARKETING will keep a close eye on this maverick marketer.
The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.
The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.
Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:
• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd • Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad • Sulin Lau – Head of Marketing Services, Maxis • Cyril Dhenaut – Head of Marketing, KFit • Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges • Eric Wong – Marketing Director, IBM Malaysia • Srikanth Ramachandran – Executive Director, Moving Walls • Spencer Lee – Head of Commercial, AirAsia Berhad • Bala Pomaleh – CEO, IPG Mediabrands • Rachel Lim – Co-Founder of Love, Bonito • Edward Ling – Sales Manager, Waze Malaysia
• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formely Permanis)
Date: September 6th, 2016 (Tuesday)
Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.
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