Kalite KL530/KL531
Overview
Role: Product Marketing · +20% total channel · +25% online YoY · Home appliances
KL530/KL531 needed stronger summer sales in a slow-juicer category where health benefits were familiar but differentiation was harder. I built the product communication direction around health benefits and developed multi-channel content, POSM, e-commerce assets, and dealer-support materials. Across three months, the product line grew by around 20% in all-channel revenue and 25% in online revenue versus the same period in the previous year.
The Problem
KL530/KL531 needed stronger summer sales in a slow-juicer category where health benefits were familiar but the market already had many similar options.
The challenge was clarifying the product's purchase reason without conflating this result with Kalite's Tet campaign, "No Oil, More Wealth" (Không Dầu thì Sẽ Giàu).
What I Did
Built the product communication direction around health benefits, summer usage habits, and the slow juicer's role in the household.
Developed multi-channel content, POSM, e-commerce assets, and dealer-support materials so the message stayed consistent both online and offline.
Tracked performance over three months to adjust how benefits were emphasized and which sales channels to prioritize.
Results
All-channel revenue for the KL530/KL531 line grew by around 20% over three months versus the same period the previous year.
Online revenue grew by around 25% over the same period year-over-year.
This case added product marketing and e-commerce growth capability, kept separate from Kalite's Tet campaign.
What I Learned
A product line stands out more when benefit messaging, sales assets, and the dealer system all run on the same logic.
When citing growth numbers, the measurement period and YoY comparison point should be stated clearly so a CMO or hiring manager can verify them easily.
Don't merge two different campaigns just because they share a brand — the more distinct a portfolio's cases are, the more credible it is.