V IE T N A M N A T IO N A L Ư N IV E R SIT Y , H ANO I SC H O O L OF B U SIN E SS Pham Thi Thanh H oai B U IL D IN G D IG ITA L M A R K E T IN G PLAN TH E C ASE O F N IK E IN C V IE T N A M Major: Business A dm inistration Code: 60 34 05 M A ST E R O F B U SIN E SS A D M IN IST R A T IO N T H E SIS Supervisor: D r N guyen Viet Anh ĐAI HỌC QUOC G IA TRUNG ĨÃM Th ò n g :ì*.’ rHuv»ỄN / - L o / JA_ Hanoi - 2010 TABLE OF CONTENTS A C K N O V V L E D G E M E N T S ! A B S T R A C T I I T A B L E O F C O N T E N T S V I LIST OF T A B L E S IX L IS T O F F I G U R E S .X INTRODUCTION C H A P T E R LITERATURE R E V IE W 1.1 A n OVERVIEW OF DIGITAL M ARKETING Ị.1.1 DefinitionofDigitalmarketing 1.1.2 TheTrans/ormationfromTraditìonaỉMarketinginíoDigitalMarketing-How toexploittheadvantages 1.1.2.1 F rom Vievver to P articip an ts: 1.1.2.2 F ro m im pressions to In v o lv e m e n t 1.1.2.3 F rom B roadcast to A d d ressa b le 1.1.2.4 F rom schedule-D riven and L ocation- B o un d C ontent to T im e- S hiíted and B o rd e rle s s 1.1.2.5 F rom M arketer - D riven to C onsum er- Initiated, C reated and C ontrolled 1.1.2.6 F rom Push M arketing to O pt- In and S h are M a rk e tin g .8 1.1.2.7 F rom T raditional M edia Planning to N ew M edia P la n n in g 1.1.2.8 F rom M anaged PR to D igital In ílu e n c e 1.1.2.9 F ro m Integrated M arketing to n ifie d - M ark etin g 10 1.1.2.10 F rom D ata B ind to D ata- D riv e n 10 1.1.2.11 F rom Post C am paign M easurem ent to R eal- T im e M easu rem en t 11 1.1.2.12 F rom partial R O I to O p tim iz a tio n 11 D i g i t a l MARKET1NG C h a n n e l s 11 T h e w e b 1 1.2.1.1 T he w eb 2.0 d e iìn itio n 12 1.2.1.2 T he applications o f w eb 2.0 for digital m a rk e tin g 12 1.2.2 InternetMedia 13 1.2.2.1 D isplay a d s 14 1.2.2.2 S e a r c h - SE O (search E ngine O ptim ization ) and SE M (Search E ngine M a rk e tin g ) 14 1.2.2.3 A ffiliate p ro g m s 14 1.2.2.4 S ponsorships and negotiated sp a c e 15 1.2.3 ErtìơilandViralMarketing vi 15 1.2.3.1 E m a il M a r k e tin g 15 1.2.3.2 V ir a l M a rk e tin g 16 1.2.4 MobileMarketirtg 16 1.2.4.1 M ark etin g via SM S (S h o rt M essaging S e rv ic e ) 16 1.2.4.2 M a rk e tin g v ia M M S (M u ltim e d ia M essaging S e rv ic e ) 16 1.2.4.3 M ark etin g via B lu e to o th 17 1.2.4.4 M a rk e tin g v ia M o b ile s e a rc h 17 1.2.4.5 In-gam e m obile m arketing 17 1.2.5 Games 18 1.2.6 DigitalSìgnage 18 1.2.6.1 In - M a rk e t S ig na g e: 18 1.2.6.2 In -s to re /M a lls S ig n a g e .18 D i g i t a l M a r k e t i n g P l a n n i n g F r a m e w o r k .19 1.3.1 PhaseI- DefmingaParticipantPrintandGoals 19 1.3.1.1 D e íìn in g a P a rticip a n t P r in t .20 1.3.1.2 D e íĩn in g G o a ls 21 1.3.2.Phase CreatingtheDigitalPlatform //— 22 1.3.2.1 D ig ita l P la tíb rm P ro p o s itio n 22 1.3.2.2 C h a nn e l M ix Plan and C re a tive C o n ce p t 23 1.3.2.3 C o n te n t O u tlin e 24 1.3.3 PhaseIII- GeneratingAwarenessandInfỉuence 27 1.3.3.1 M e ssa g in g and V ira l P la n 27 1.3.3.2 D ig ita l A w areness P la n 29 1.3.3.3 D ig ita l In ílu e n ce P la n 30 1.3.3.4 C h a nn e l U n iíĩc a tio n P la n 32 1.3.4 PhaseIV- HarnessingData, AnaỉyticsandOptimization 35 1.3.4.1 Data p la n 35 1.3.4.2 A n aly tics p la n 37 1.3.4.3 O p tim iz a tio n p la n 38 CHAPTER 40 THE P O T E N T IA L V IE T N A M DEVELO PM ENT A N D A N A L Y Z IN G OF M A R K E T IN G D IG IT A L M A R K E T IN G IN A C T I V I T I E S O F N I K E IN C V IE T N A M .40 T h e P o t e n t i a l D e v e l o p m e n t o f D i g i t a l M a r k e t i n g in V i e t n a m 2.1.ỉ ThedeveỉopmentofInternetactivitiesinVietnam 40 2.1.1.1 In tern et users in V ie tn a m 40 2.1.1.2 The In te rn e t d e ve lo p m e n t fro m G overnm ent su pp o rts 46 2.1.2 ThedevelopmentofMobiledevices 2.1.3 ThedevelopmentofSocialnetworks 46 49 A n a l y z e M a r k e t i n g A c t i v i t i e s o f N i k e I n c V i e t n a m vii 2.2.1.Companyoverview 49 2.2.1.1 C o m p an y p r o íĩle 49 2.2.1.2 T arget m a rk e t 51 2.2.1.3 F inancial p e río rm a n c e 52 2.2.2 Marketingactivitieso/NikeIncVietnam 53 2.2.2.1 P ro du ct & P ric e 54 2.22.2 2.2.23 P l a c e .5 P ro m o tio n .56 C H A P T E R 60 B U I L D IN G D I G I T A L M A R K E T I N G P L A N F O R N I K E IN C V I E T N A M 60 P h a s e I - D e f i n i n g a P a r t i c i p a n t P r i n t a n d G o a l s .6 3.1.1.DefiningaParticipantPriní 60 3.1.1.1 D eíĩn in g G en eral P ro íile 60 3.1.1.2 D eíin in g the D igital P r o íìle 61 3.1.2 DẹfìningGoals 61 3.1.2.1 C u sto m er a cq u isitio n /R eg istra tio n 62 3.1.2.2 E n hanced C u sto m er Service 63 3.1.2.3 S a le s 64 P h a s e II - C r e a t i n g t h e D i g i t a l P l a t f o r m 3.2.1 BuildingDigitalPìatformProposition 3.2.2 ChannelMixPỉanandCreativeConcepl 64 65 3.2.2.1 C hannel M ix P la n 65 3.2.2.2 C reativ e C o n c e p t 67 3.2.3 ContentOutline 68 3 P h a s e III - G e n e r a t i n g A w a r e n e s s a n d I n f l u e n c e 71 3.3.1 Building Messaging and Vừal Plan 77 3.3.1.1 B u ilding M essag in g P la n 71 3.3.1.2 B u ilding V iral P la n 73 3.3.2 BuiỉdingAwarenessPlan 3.3.3 BuildingDigitalInfluencePlan 3.3.4 BuildingChanneỉUnifìcationPlan 3.4.1 BuildingDataplan 3.4.2 BuiỉdingAnalyticsốcOptimiiationPlan 74 74 75 P h a s e I V - H a r n e s s i n g D a t a , A n a l y t i c s , a n d O p t i m i z a t i o n 75 78 C O N C L U S IO N 82 R E F E R E N C E S 83 APPENDICES 85 L IS T O F T A B L E S T a b le 3.1 C h a n n e l M ix P la n o f N ik e In c V ie tn a m 6 T a b le C o n te n t o u t l i n e - C o m p a n y p ro v id e d o f N ik e In c V ie tn a m T a b le 3.3 C o n te n t O u tlin e s - C o n s u m e r C re a te d o f N ik e In c V ie tn a m T a b le B u ild in g m e s s a g in g p la n fo r N ik e In c V i e t n a m T a b le 3.5 B u ild in g v ira l p la n fo r N ik e In c V ie tn a m T a b le B u ild in g D a ta p la n fo r N ik e In c V i e t n a m 7 T a b le A n a ly tic a n d O p tim iz a tio n P ỉa n o f N ik e In c V i e t n a m ix L IS T O F F IG U R E S F ig u re 1.1 D ig ita l M a rk e tin g - K e y s h ift s u m m a r iz e d F ig u re 1.2 A S im p liíie d V ie w o f th e D ig ita l M a r k e tin g P la n n in g F r a m e w o r k l9 F ig u re 1.3 L in k s to P la tío rm P r o p o s itio n F ig u re 1.4 V ira l c o n te n t- P u s h - P u ll - S h a re v a lu e c h a i n F ig u re 1.5 P h y s ic a l to u c h -p o in ts in te g r a tio n 3 F ig u re 1.6 C h a n n e ls in te g tio n a ro u n d k e y m a rk e tin g p r o p e r ty F ig u re 2.1 T o p c o u n trie s - In te rn e t u s e rs in M a rc h , 0 41 F ig u re 2 T o p 10 C o u n trie s in S o u th E a s t A s ia — In te rn e t u s e rs in 0 41 F ig u re A s ia T o p T e n In te rn e t C o u n trie s in 0 F ig u re : In te rn e t u se rs in V ie tn a m fro m 0 — S e p , 0 F ig u re I n te m e ts u s e r p e r C a p ita l in V ie tn a m fro m 0 - S e p , 0 F ig u re W e e k ly s u ríìn g In te rn e t o f U rb a n V ie tn a m e s e .4 F ig u re In te rn e t A c c e s s P o in t o f V ie tn a m e s e in 0 F ig u re In te rn e t u s a g e s o f V ie tn a m e s e in 0 F ig u re U rb a n M o b ile O v v n e rsh ip - B y C o u n tr y - N o v 0 F ig u re M o b ile m u s ic u s a g e s - B y c o u n try in 0 F ig u re 1 F re q u e n c y o f U s a g e o f T e x t m e s s a g in g (S M S ) in th e w o rld in 0 F ig u re 2 N e t S a le s a n d N e t P r o íĩt a fle r T a x o f N ik e In c V i e t n a m 53 F ig u re 3.1 C u s to m e r re g is tra tio n s ite s a m p l e F ig u re F o ru m site s a m p l e 63 INTRODƯCTION The thesis title Building D igital Marketing plan - The case o f Nike ĩnc Vietnam The thesis necessity D ig ita l te c h n o lo g y is g ro v v in g p id ly o v e r th e vvorld in g e n e l a n d V ie tn a m in p a rtic u la r C o n s u m e rs to d a y a re liv in g in a d ig ita l s o c ie ty , s o th e ir b e h a v io rs , a c tiv itie s , h a b its , e tc a re c h a n g in g q u ic k ly T h a i m a k e s tra d itio n a l m a r k e tin g c a n n o t s u c c e s s fu lly in ílu e n c e th e m a s th e y c o u ld T h e r e ío re , in th e n e a r íìitu re , i f th e c o m p a n y w a n ts to a c h ie v e s u c c e s s in d o in g m a rk e tin g to p ro m o te th e ir b u s in e s s , th e y n e e d to m o v e fro m tra d itio n a l m a r k e tin g to d ig ita l m a rk e tin g ( o r c o m b in e th e m to g e th e r) T h e re s e a rc h íb u n d o u t th a t N ik e In c is o n e o f th e m o s t fa m o u s b n c h e s in s p o rt p ro d u c t o v e r th e w o rld a n d a ls o in V ie tn a m N ik e In c h a s a g o o d c a p a b ility to d e v e lo p íu r th e r in V ie t N a m s p o rt p ro d u c ts m a rk e t, b u t th e c o m p a n y ’s c u rr e n t m a rk e tin g a c tiv itie s a re r e s tric tiv e a n d n o t fu lly e ffe c tiv e in V ie tn a m m a rk e t B e s id e s , th e c o m p a n y ’s ta rg e t c u s to m e rs a re y o u n g a n d a c tiv e S o, in o rd e r to b e c o m e th e le a d e r in V ie tn a m s p o r t p ro d u c ts m a rk e t, N ik e In c V ie tn a m s h o u ld b u ild a n e w m a rk e tin g p la n vvhich h e lp s th e m a p p ro a c h th e ir ta rg e t c u s to m e rs m o re e íĩe c tiv e ly T h is th e s is a im s to b u ild a n a p p ro p ria te d ig ita l m a rk e tin g p la n fo r N ik e In c V ie tn a m Objectives T h e o b je c tiv e s o f th is th e s is a re to (a ) revievv th e th e o ry o f b u ild in g D ig ita l M a rk e tin g P la n , (b) P ro v id e a n o v erv iev v o f th e p o te n tia l d e v e lo p m e n t o f d ig ita l m a rk e tin g in V ie t N a m th ro u g h th e d e v e lo p m e n t o f d ig ita l c h a n n e ls , a n d P r e s e n t N ik e In c V ie tn a m a n d a n a ly z e its c u rr e n t m a r k e tin g a c tiv itie s to fín d o u t th e n e c e s s ity o f b u ild in g a n e w m a rk e tin g p la n , (c ) b u ild in g a n a p p ro p ria te d ig ita l m a rk e tin g p la n f o r N ik e In c V ie tn a m M e th o d T h is th e s is a p p lie s th e c a s e s tu d y to b u ild d ig ita l m a rk e tin g p la n fo r N ik e Inc V ie tn a m T h e re s e a rc h h a s b e e n p re p a re d m a in ly th ro u g h d e sk s tu d y re v ie w s o f a v a ila b le lite tu re a n d d a ta th ro u g h th re e b a s ic s íe p s : T h e íìr s t ste p is to revievv th e o rie s o f b u ild in g d ig ita l m a rk e tin g p la n T h e re s e a rc h ío c u s e s o n th e lite tu re vievv o f m a in d is ita l c h a n n e ls a n d in d e n tifie s th e p ro c e ss to b u ild a d ig ita l m a rk e tin g p la n T h e s e c o n d s te p is b a s e d o n th e re s e a rc h o f th e d e v e lo p m e n t o f d ig ita l m a rk e tin g in V ie tn a m a n d a n a ly z e s th e c u rre n t m a rk e tin g a c tiv itie s o f th e c a s e stu d y - N ik e In c V ie tn a m F in a lly , th e th ird s te p is b u ild in g d ig ita l m a rk e tin g p la n a n d p ro v id in g so m e re c o m m e n d a tio n s c o n c e m e d w ith th e p la n im p le m e n ta tio n fo r N ik e In c V ie tn a m Data sources T h e th e o re tic a l re v ie w a n d c o lle c tio n o f s e c o n d a ry d a ta h a s b e e n p e ríb rm e d by re s e a rc h o f b o o k s , re p o rts , n e w s p a p e rs a n d in te rn e t s o u rc e s T h e p rim a ry d a ta w a s c o lle c te d th ro u g h in te rv ie w s vvith N ik e In c V ie tn a m ’s m a n a g e rs a n d k ey e m p lo y e e s S ig n iíĩc a n c e B y re v ie w in g th e th e o ry o f m ịo r d ig ita l c h a n n e ls a n d b u ild in g d ig ita l m a rk e tin g p la n a n d u n d e rs ta n d in g th e d e v e lo p m e n t te n d e n c y o f m a rk e tin g a c tiv itie s in V ie tn a m , th e s tu d y b e n e íĩts N ik e In c V ie tn a m in b u ild in g a p p ro p ria te d ig ita l m a rk e tin g s tra te g y T h is th e o re tic a l a p p ro a c h c a n b e a p p lie d fo r a n y c o m p a n ie s w h ic h w a n t to d o d ig ita l m a rk e tin g L im ita tio n s T h e s c o p e o f r e s e a r c h is to o la rg e so it c a n n o t b e d e ta il fo r all a s p e c ts o f p la n n in g p ro c e s s S o it is little b ite d iffic u lt fo r a p p lic a tio n in a c o m p a n y w h ic h is n o t e x p e rt in m a rk e tin g a c tiv itie s Expected results T h e re su lt o f th is th e s is is to b u ild a p p ro p r ia te d ig ita l m a rk e tin g p la n f o r N ik e In c V ie tn a m T h e m e th o d o lo g y is e x p e c te d to b e e ữ e c tiv e ly a p p lie d in th e c a s e s tu d y o f o th e r c o m p a n ie s vvhich w a n t to d o d ig ita l m a rk e tin g The thesis structure T h e th e sis is s ta r te d w ith th e in tro d u c tio n p a rt, fo llo w in g b y th re e c h a p te rs a n d th e c o n c lu s io n p a rt C h a p te r p ro v id e s a íìin d a m e n ta l r e v ie w o f d ig ita l m a rk e tin g a n d b u ild in g d ig ita l m a rk e tin g p la n th e o ry It ío c u s e s e s p e c ia lly o n th e tra n s fo rm a tio n fro m tra d itio n a l m a rk e tin g to d ig ita l m a rk e tin g , d ig ita l m a rk e tin g c h a n n e ls a n d th e p ro c e s s o f b u ild in g d ig ita l m a r k e tin g p la n C h a p te r d is c u s s e s th e p o te n tia l d e v e lo p m e n t o f d ig ita l m a rk e tin g in V ie tn a m , p re s e n ts N ik e In c V ie tn a m a n d a n a ly z e s its c u r r e n t m a rk e tin g a c íiv itie s C h a p te r a p p lie s th e íu n d a m e n ta l th e o ry to b u ild d ig ita l m a rk e tin g p la n fo r N ik e In c V ie tn a m 10 Suggestỉon for íuture research D ig ita l m a rk e tin g is a v e ry c o m p le x a n d w id e s tu d y w ith k n o w le d g e a n d te c h n o lo g y c h a n g in g p id ly T h e re íb r e , it w ill b e m o re u s e íìil i f íu r th e r r e s e a rc h c a n u p d a te th e la te s t te n d e n c y a n d k n o v v le d g e to m a k e it m o re d e ta il a n d e a s ie r to a p p ly CHAPTER1 LITERATURE REVIEW T h is c h a p te r p ro v id e s th e b a sic u n d e rs ta n d in g o f đ ig ita l m a rk e tin g a n d g iv e s the g u id a n c e o f h o w to b u ild a d ig ita l m a rk e tin g p la n s u c c e s s íu lly 1.1 An overview of digital marketing 1.1.1 Deíĩnition o f Digital marketing A c c o rd in g to K e n t W e rtim e ' a n d L a n d F e n w ic k - “ D ig ita l M a rk e tin g is th e fu tu re e v o lu tio n o f M a rk e tin g It h a p p e n s w h e n th e m ịo rity , o r to ta lly , o f a c o m p a n y 's m a rk e tin g u se s d ig ita l c h a n n e ỉs D ig ita l c h a n n e ls a re a d đ re s s a b le , e n a b lin g m a rk e te rs to h a v e a c o n tin u o u s , tw o -w a y , p e rs o n a liz e d d ia lo g u e w ith e ac h c o n su m e r T h is d ia lo g u e le v e g e s d a ta fro m e v e ry c u s to m e r in te c tio n to in fo rm th e n e x t, m u c h lik e a n e u l netvvork A d d itio n a lly , m a rk e te rs u se re a l-tim e b e h a v io l in fo rm a tio n a n d d ire c t c o n s u m e r fe e d b a c k c o n tin u o u s ly to im p ro v e an d o p tim iz e in te c tio n s ” “ D igital Marketing is the practice o f promoting Products and services using d ỉg ita l d is t r ỉb u t io n c h a n n e ls to reach consum ers in a tim e ly , r e le v a n t, and personal and cosl- effective manner”3 W h ils t D ig ita l M a rk e tin g d o e s in c lu d e m a n y o f th e te c h n iq u e s a n d p c tic e s c o n ta in e d vvithin th e c a te g o ry o f In te rn e t M a rk e tin g , it e x te n d s b e y o n d th is b y in c lu đ in g o th e r c h a n n e ls w ith vvhich to re a c h p e o p le th a t d o n o t re q u ire th e u se o f T h e In te rn e t A s a re s u lt o f th is n o n -re lia n c e o n th e In te rn e t, th e fie ld o f D ig ita l M a rk e tin g in c lu d e s a w h o le h o s t o f e le m e n ts su c h as m o b ile p h o n e s , S M S /M M S , d is p la y / b a n n e r a d s a n d d ig ita l o u td o o r (w ik ip e d ia c o m ) K ent V V ertim e is a veteran o f the intem ational ad vertising and C om m unications industry and H e is the President o f O g ilv y O ne A s ia P a c iíic c u e n tly Dr lan F e n w ic k - P ro fesso r, S asin G raduate Institute o f B u sin e ss A d m in istratio n and he is an experienced m anagem ent educator and m arketing consultant K e n t W e rtim e, lan F e n w ic k M a rke tin g ", pp 30 (2007), ■‘D ig im a rketin g - ih e essen tia l g u id e to N ew M ed ia & D ig ita l ... F o ru m site s a m p l e 63 INTRODƯCTION The thesis title Building D igital Marketing plan - The case o f Nike ĩnc Vietnam The thesis necessity D ig ita l te c h n o lo g y is g ro... 1.1 A n OVERVIEW OF DIGITAL M ARKETING Ị.1.1 DefinitionofDigitalmarketing 1.1.2 TheTrans/ormationfromTraditìonaỉMarketinginíoDigitalMarketing-How toexploittheadvantages ... BuiỉdingAwarenessPlan 3.3.3 BuildingDigitalInfluencePlan 3.3.4 BuildingChanneỉUnifìcationPlan 3.4.1 BuildingDataplan 3.4.2 BuiỉdingAnalyticsốcOptimiiationPlan 74 74