1 WORD OF WARANTEE I undertake that this is the project of my own Figures and result which are mentioned in this project are righteous Project Author Nguyen Xuan Duy ACKNOWLEDGEMENTS Firstly, I would like to thank my tutor, Dr Hoang Thi Phuong Thao for the support and advice, continuous guidance, has kept me carrying out my thesis Without such guidance and assistance, I could not have finished my thesis on time I would like to express my deep gratefulness to all Professors of Solvay Business School who directly conducted this program to us This course gave me a lot of useful knowledge about Marketing and Business Management that would help me to keep always on the right track of my professional work in the future My uttermost thanks go to my study group in MBMM5 class, whom I could get endless experience and mental support; also to my family, colleagues and friends, who listened to my ideas and encouraged me in completing this thesis TUTOR’S COMMENTS Author has a quite clear objective for this final project, a logical review of theory linking to a concrete practice action plan The thesis follows a good structure, from the approach of problem to solutions with reliable statistic from reputation sources I highly appreciate author in the way of using database of professional company and making a proper analysis about a new market of advertisingdigital advertising The digital marketing plan is coming from the reality and close to the requirement base on the standard needed of brand The introduction about literature review has supplied a full picture of digital market - it’s enough information to make a digital marketing plan with social media and media ad channels In general, this thesis meets the requirement for a final project of MBMM program I hereby propose this thesis to be presented to the jury’s board HCM City, March 2012 Dr Hoàng Thị Phương Thảo EXECUTIVE SUMMARY Marketing department THP Corp the digital marketing activities for degree green tea to help this brand increase the awareness in market from 1825 years old which was considered the most effective platform And within this project focus on social media marketing and Media Ad marketing are emphasized as the most popular and useful tools on digital marketing Within the social media marketing – this project will go through the information about the activities of online users interact with social network, the budget and ROI when you spend money on it, which is the powerful social network in Vietnam – all the activities will go together within Fan site Management, Online Contest, Hot Blogger, Apps on social network, viral clips, media sharing network Within the Media Ad marketing – this project will go through some market analytics to finalize which places is the most effective and suitable for our target audiences, beside that we will cooperate with some third-party to tracking the effect of campaign look for their suggestion and preparing for the production team ready the concept and information for online booking banner Contents Chapter 1: INTRODUCTION 1.1 Rationale of the study 1.1.1 Industry’s Background: 1.1.2 Company Overview: 1.1.3 Problem statement: 1.2 Objective of the study 1.3 Scope and limitations 1.4 Methodology 1.4.1 Data collecting: 1.4.2 Data analysis: 1.5 Structure of the project: Chapter 2: LITERATURE REVIEW 2.1 Digital Marketing: 2.2 Social media marketing 2.3 Media Online Marketing 2.4 KPI for digital marketing tools 2.5 Chapter Summary 10 Chapter 3: SITUATIONAL ANALYSIS 11 3.1 MARKET OVERVIEW 11 3.1.1 Macro environment 11 3.1.2 Micro environment 15 3.1.3 Digital channels Analysis 16 3.2 MARKET SHARE ANALYSIS 24 3.2.1 Mass market 24 3.2.2 Youth market 25 3.3 Chapter Summary 27 Chapter 4: THE MARKETING PLAN 28 4.1 MARKETING OBJECTIVES 28 4.2 SWOT ANALYSIS: 28 4.3 TARGET MARKET: 29 4.4 MARKETING STRATEGY 30 4.5 Action Plan: 31 Action plan of Social Media Marketing: 31 Action plan of Media Ad Activities: 41 4.6 Human Resources: 48 4.7 Key Performance Indicators & Budget: 50 4.8 Campaign Controller: 53 Websites: 58 Books & e-books: 58 APPENDIX 59 Chapter 1: INTRODUCTION 1.1 Rationale of the study 1.1.1 Industry’s Background: After years publishing brand Degree Green Tea (Trà xanh ñộ) to target for Vietnam Green Tea Market – being the leader in this market for a long time, but in 2011 base on the market research of AC Nielsen, marketing department realize that Degree Green Tea is not a leader in market 18-25 years old anymore The C2 Green Tea become the leader in this segment and it’s big problem for Degree Green Tea when the expectation of THP will let Degree Green Tea is the leader in all the segment in Green Tea market Vietnam Whenever making a market analysis, brand team of degree green tea make a decision about this: The retail and good delivery system of THP (0 degree green tea) is the best in Vietnam market (compare to Pepsi, Coca-Cola and C2), nation-wide logistics system will help THP can easily deliver their products very fast and these are exported to all the outlook / mini-store, everywhere consumers can find and buy the THP’ products Base on the market research from 18-25 years old what are they doing every day: Most of the time they have to come to university and learning, it takes around more than hours per day and after that they go to join in sport, entertainment and enjoy the outdoor activities not only in university, they participate in some clubs, teams and play with their friends to enjoy the activities After outdoor activities, come back home or go to the internet centre to play game, make friends, finish the exercises … they will spend around 2-3 hours per day for some online activities That’s the plenty of time for us to target to them via online channel and cooperate with offline activities to recruit much more consumers and increase the brand awareness inside this segment via online channel The most effective tool to marketing is Digital Marketing – the most powerful and interactive platform for increase the awareness And because of THP has not done much digital campaigns compare with the competitor they have done lot of campaign year by year to increase the awareness in this market In this final project, I can’t mention about all the digital marketing tools to with degree green tea – only look for social media and booking media to analyse and build up a full marketing to go ahead with 1.1.2 Company Overview: Established in 1994, Tan Hiep Phat, its precursor being Ben Thanh beer and beverage workshop, has become the strong beverage group now with a series of healthful products Tan Hiep Phat is the pioneer company in changing the Vietnamese drink habit: familiar with healthful bottled drink The products such as Degree green tea (Trà xanh ñộ), Dr Thanh herbal tea (Trà thảo mộc Dr Thanh), or newly I-kun carbonate green tea…are the leading brand names in the Viet Nam market, have showed the stature of the leading company in approaching and understanding the changeable demands of consumers To become the leading Asian group in three main business fields: beverage, instant food, and plastic packaging, Tan HiepPhat has invested to improve technology, modernize machines, production line Tan HiepPhat is proud of being one of the companies having the Vietnam’s the most modern technology and production lines such as Aseptic fill line, Japanese, European production technology Moreover, Tan Hiep Phat has achieved 4000 staffs, officers who are professional, well-training, experienced, and enthusiastic, strives for the development of company Recently, Tan Hiep Phat (THP) has become one of the biggest companies in Viet Nam with the high developing growth, and the average growth rate from 2007 to 2010 is 40 % and makes a growth of 10% in labour’s income, always is a leading company in the Viet Nam’s beverage market 1.1.3 Problem statement: A Digital Marketing strategic plan for brand Degree Green Tea will be proposed to THP in 2012 that it will help reach the sale target and awareness expected percentages (60%) One of the big problems between Degree Green Tea and C2 Green Tea should be consider about the price and storage All the people can make a calculation about the price and ml of Degree Green Tea and C2 Green Tea, most of the people said that Degree Green Tea is more expensive in comparison with C2 Green Tea but in the reasonable the price per ml (mililitres) the Degree Green Tea 9,000 VND for one bottle with 500 ml and final 18 VND per ml and same with C2 Green Tea 7,000 VND for one bottle with 350 ml, it tells us about 20 VND per ml Final conclusion about this that Degree Green Tea is cheaper than C2 Taste of degree green tea has been accepted by huge market from 30 to 45 years old – being the leader and good for health dedicated information about that’s mean degree green tea is good in taste But the sale volume of degree green tea in segment 18-25 years old is too low, after considering the final conclusion of this problem is brand don’t have good awareness inside market 18-25 years old, and marketing department have to increase it at much Base on the market research of AC Nielsen (Sep/2011) Degree Green Tea have 40% awareness of market segment 18-25 years old about the market shares is lower than C2 Green Tea – to increase sale Degree Green Tea must more marketing activities target to this segment to increase the brand awareness 1.2 Objective of the study The objective of this study is to bring up the marketing plan to propose for new marketing channel – digital marketing within Social Network and Booking Media Online Activities Whenever this marketing tool is very new in Vietnam but it’s the most potential tool for reaching to the segment 18-25 years old Within this project I will break down in details the digital marketing plan via main channels Social Network and Booking Media marketing 1.3 Scope and limitations Being a digital agency of Tan Hiep Phat for Number One, Degree Green Tea the project will focus on all the information which I have been shared by THP Branding Department and their purpose in 2012 and what is the real problem of Degree Green Tea Limitation: which a short time for researching, the project just focus on the current market of digital marketing, an overview from marketer perspective and from the agency perspective All the data inside this project from AC Nielsen / Cimigo / TNS is not up-todate, it was made in 4th Quarter 2011 1.4 Methodology 1.4.1 Data collecting: The study is based on both types of data namely primary and secondary data Primary data: In-depth interviews with and some professional in Market Research field in order to obtain information on the firm’s current situation and their assessment about the current advertising industry’s environment Secondary data: Data was collected from industry analysis reports, database from market researches in digital marketing advertising market, newspapers, government offices, internet, etc – sources from AC Nielsen, Cimigo and TNS Vietnam The statistics about the media online booking will be supplied by Google Adsplanner and Alexa which are top tracking tools for website 45 Hot Banner Double Figure 4.9: Demo layout and position on Kenh14.vn With the impressions per day around 75,000 and CTR is 0.04% the impressions and clicks on kenh14.vn is not really competitive compare with Entertainment website but it’s very potential to cover and increase the awareness of Degree Green Tea reach to north market – booking for weeks On Ngoisao.net one of the top news portal for female it’s opened for a long time and go and their audiences is very wide about ages from 18 to 35 years old being top 10 website has the highest traffic every month Ngoisao.net is very potential for north market targeting from our plan – with the categories Stylish and Large Logo Position we will have a look below: 46 Large Logo Figure 4.10: Demo layout and position on Ngoisao.net Base on the report from FPT Online we will have 200,00 impressions per day for this position and CTR is around 0.03% - and we will book for weeks cover the Back To School Occasion The Youtube (Media sharing) has been one of the most important channel: Ads On Youtube Figure 4.11: Demo layout and position on Youtube.com 47 With the different business model between Youtube and others website, Youtube channel can be bought ads via Cost Per Million (CPM) but in Latin language that’s mean cost for 1000 impressions CTR of Youtube is very high 0.1% and we need at least 12,000 CPM for weeks Google ads word now is one of the most important channel to put the information on, whenever you want to become more popular and attract huge person to click and views the information about yourself and develop the benefits of Degree Green Tea about health, refreshment and relaxing – it will helps you a lot to recruit huge potential customers for all With the duration for weeks – we need a least 12,000 clicks because Google has the business model same with Facebook Ads and they sell for any person go to your website – with the CTR around 0.05% we will have a good impressions of banner via facebook channel Ads Top Result Ads right side Figure 4.12: Google Ads Position demo Promotion Occasion: In this period of times when Christmas, Happy New Year and Happy Lunar New Year will become one of the most important chance for increasing the sale volume The biggest online Media Ad campaign will be hold this occasion, all the channel will be used to promote and announce about the big 48 promotion with the duration will be broken down in very effective way but it must save cost All the website will be booked for weeks from mid of December to mid of January and the banner will be pushed online via all the website but not in the same time, at the end of duration of this website will start on the next website (with the same purpose: just like entertainment with Zing.Mp3 and Nhaccuatui.com) it will make the campaign will be realized by much more people and just for knowing about the information of promotion 4.6 Human Resources: With one big brand we need a good team to supervise and execute make sure about the effective of all the activities / campaign One Marketing Director: will supervise and being the representative of CEO about marketing for making the decision, it’s very important to all the brand / plan and making the conclusion when choosing the digital agency or approve digital marketing plan One Brand Manager: will supervise about the appearance frequency and positioning, segmentation, creative and way of information to make sure that all of it matching with the expectation of BOD and CEO (also to Marketing Director), manage the brand and evaluation the campaign / execution process Two Media Supervisor: to audit and review all the proposal, planning, budget and suggest the best cooperation method for Marketing Director with some big social network / publishers in Vietnam market, they will make sure about the best price from Agency and best benefits from suppliers Deal with suppliers, publishers, agency for external activities and review all the campaign with accountant to suffer the requirement from accountant for making the payment and reward the prize (products from THP) for internal activities Two Marketing Supervisor: supervise all the activities of campaigns which were executed by digital agency outside THP, make sure it matches with the spirit of brand, the requirement from Marketing Director and keep the timeline / deadline which was committed with BOD – evaluate the quality of any 49 execution process from the agency, report it to Brand Manager and Marketing Director, cooperate with Media Supervisor to audit and process the internal activities for the payment One Coordinator: contact direct to digital agency, suppliers and connect it with some others department inside THP Corp just like: IT Dept, Creative Dept, Retails Dept, Financial Dept to get the required document / information supply it to digital agency, if any they have the responsibility to get the license from the government for their approval with contest / promotion and ads activities make sure it’s approved 50 4.7 Key Performance Indicators & Budget: Total Budget of Media Ad: Media services Section/Targeting Ad Size Facebook.com Wall of Users 130x60 Nhaccuatui.com Now Playing 300 x 250 Google.com.vn Search Page 130x60 Kenh14.vn Education 300 x 250 Ngoisao.net Stylish 300 x 250 Yahoo!Messenger Messenger 130x60 Youtube.com Player Inner 468x60 Zing.vn (mp3) Homepage 300x250 Zing.vn (news) Homepage 980x60 Ratecard 5,400 35,000,000 5,600 12,500,000 10,000,000 20,000 25,000 63,000,000 32,000,000 Discount % Cost After Discount 10% 20% 4,860 28,000,000 10% 10% 10% 5,040 11,250,000 9,000,000 10% 18,000 10% 25% 22,500 47,250,000 100% - How Sold Unit (week) week 30,000 week 10 week 21,000 week week CPM 15,000 CPM 21,000 week 11 week Cost (VND) 145,800,000 280,000,000 105,840,000 78,750,000 63,000,000 270,000,000 472,500,000 519,750,000 1,935,640,000 Recommended budget by author 51 Key Performance Indicator of Media Ad: Media services Section/Targeting Ad Size Unit (week) Facebook.com Wall of Users 130x60 30,000 Nhaccuatui.com Now Playing 300 x 250 10 Google.com.vn Search Page 130x60 21,000 Kenh14.vn Education 300 x 250 Ngoisao.net Stylish 300 x 250 Yahoo!Messenger Messenger 130x60 15,000 Youtube.com Player Inner 468x60 21,000 Zing.vn (mp3) Homepage 300x250 11 Zing.vn (news) Homepage 980x60 Impressions / Day Total estimated impression Total Estimated click 1,071,429 75,000,000 30,000 500,000 35,000,000 42,000 1,071,429 52,500,000 21,000 150,000 7,350,000 2,205 200,000 9,800,000 2,940 428,571 15,000,000 9,000 428,571 21,000,000 12,600 700,000 53,900,000 37,730 250,000 5,250,000 1,575 Total 274,800,000 159,050 Suggested key indicator by author Estimated CTR 0.04% 0.12% 0.04% 0.03% 0.03% 0.06% 0.06% 0.07% 0.03% 0.05% Estimated CPM Estimated CPC 1,944 4,860 8,000 6,667 2,016 5,040 10,714 35,714 6,429 21,429 18,000 30,000 22,500 37,500 9,643 13,776 - - 8,805 17,221 52 In final of planning, the total cost for Media Ad marketing on all of the website – it takes around billion VND and in final we will get the total impressions and awareness of campaign will around 275 million with the interaction to the microsite of campaign site of product website nearly 160,000 It’s will become very close to the expectation in the beginning of planning, where we can see the outcome of media online banner planning With the Cost Per Click Average final around 17,221 VND compare with 20,000 VND for good CPC planning Look for CPM final is 8,805 VND compare with 15,000 VND for good CPM planning, our plan can go through to execute and implement to reality Total budget for Social Media Marketing: No Description Facebook Fansite Management Facebook Copywrite content for campaign Zingme Fanpage Management Zingme Copywrite content for campaign Forum Seeding Forum Seeding Copywrite content for campaign Estimate Amount Weeks (VND) 52 58,500,000 52 104,000,000 52 58,500,000 52 104,000,000 52 117,000,000 52 104,000,000 16 64,000,000 The hot blogger, MC, Hot Blogger journalist write about brand/campaign Total Suggested budget by author 610,000,000 53 Look the table, the final cost for Social Media Marketing is around 610 million VND per year and it comes from all the most popular channel like: Facebook, ZingMe, Forum Seeding and Hot Blogger We have mentioned about Nhaccuatui.com in Chapter but Nhaccuatui.com doesn’t charge the additional cost whenever we go the online banner on that channel – that’s the reason why the social network will save more cost which was expended on Media Ad Online Banner Plan Total Key Performance Indicators for social media marketing: Description Duration (week) Views / Likes Unit Comments / Replies 10,400 Post on 10 forums Forum 52 10 Facebook 52 40,000 fans n/a n/a n/a Zingme 52 20,000 fans n/a n/a n/a 32 16 1600 800 Hot Blogger 104,000 Remark Suggested key indicator by author Look on all the channel via social media marketing we can break it into parts – on all the social network will be weekly activities and hot blogger is the occasional activities whenever we hold a digital campaign for big announcement, that’s the reason why Hot Blogger only takes 32 weeks campare with the Social Network 4.8 Campaign Controller: Hootsuite: is a platform about content management and reporting for social networks, synchronize Facebook fansite and personal account, Linked in, Twitter To maximize and well control the campaign we have only to go to this platform and connect it with all the fansite where you have to track and report This system will be updated the outcome in real time and you can know the effective of your campaign per second For example: you share a 54 message, post a promotion code, promotion announcement or a contest message, the system will track numbers of viewers, numbers users interact with your message and how long they spend to read it Figure 4.13: HootSuite Management Software Help schedule a message to be posted on social network: Prepare a message and schedule the time to be posted: Figure 4.14: Schedule the messages to post 55 Provide report on activities on Facebook: Figure 4.13: The interactive information about facebook fansite View the information above we can see total numbers who like your fansite, and how many friends of your fans who had already like it, this information is very important because the message will be appeared inside fans’ friends wall whenever fans interact with our message It will make the awareness of our content will be increased very fast, recruit more person join and try to like our fansite at the first time The people talking about this is one of the newest function of fansite to manage the active person and the active measurement base on our fansite, this number will tell us about the messages are interested or not, the fans are really like our contest / announcement / message or not The more information about weekly total reach – how many person come to our fansite and new to use within days, in occasional activities at the beginning of campaign will be focused on this numbers tracking because it will tell us the effective of others traffic driving channel (online banner, online PR, forum seeding…) if this number is high, that’s mean other channels have good job to drive traffic to fansite 56 Figure 4.14: The target audiences analysis With the users details information for the analysis to break down our campaign have a good target or not, the reality interactive users will come from which channel and most of them come from where It will helps us to define that we are on the right way to attract more users inside the target market (with Degree Green Tea is 18-25 years) Goo.gl: Shortlink on goo.gl to track the sources link to website/platform Figure 4.15: Goo.gl Forum Seeding / Banner Tracking 57 Conclusion Degree Green Tea is the leader of Green Tea Mass market but they are loser in market segment from 18-25 years old and 2012 is the year for new challenge when they have made the decision to step in this segment for getting new market share protect their leader position in Green Tea market Target to 18-25 years old, they have to spend budget to digital marketing where most of them will to and interactive on it beside that this is the marketing tools save more cost than traditional channel but get more effective Go through the report from Cimigo, TNS, AC Nielsen we have a very clear picture about market and what the online users are doing to interact and use every day, where is the most frequency place they come and stay for our plan to reach them with the most effective and cost saving In details action plan, based on the information of Google Adplanner and Alexa the plan show the very details place and tactics for the digital marketing with main channels social media marketing and Media Ad Marketing, with the budget nearly billion and the KPI is so senses, with the expectation from the beginning this plan can show the reality and meaningful to implement to 2012 and propose It to THP All the information of this project is created and collected by author based on the most important information from paid data (AC Nielsen, TNS, Cimigo) and expert data analysis (Google Adplanner, Alexa) and being evaluated by professional digital system (Hootsuite, Google) whenever all the reality digital plan are evaluated at the same way with this project 58 REFERENCE LIST Websites: http://www.wikipedia.org http://www.slideshare.net/ http://hootsuite.com/ http://www.hubspot.com/products/ http://cimigo.vn/en-US/Home.aspx http://www.marketingprinciples.com/articles.asp?cat=397 http://www.businessknowhow.com/startup/defmarktg.htm http://www.marketingpower.com/ http://www.simplydigitalmarketing.com/what-is-digital-marketing http://www.alexa.com https://www.google.com/adplanner/ http://www.vnnic.vn Books & e-books: • Cimigo, Netcitizens-Report-EN-April-2011, Internet usage and development in Viet Nam, • Glen L Urban and Stevan H Star, 1990, Advanced Marketing Strategy Prentice Hall • Nielsen, 2010, Young Generation English research • NielsenVietnamGroceryReportAugust2010, Vietnam Grocery Report Annual Update, page • Nielsen, 2011, Private Report Green Tea Market – September • TNS Market Research, September 2011 – Digital Overall • Rebecca Corliss, 2011, How to monitor your social media presence 10 minutes a day- A Guide to Streamlining Your Social Media Process, Hubspot 59 APPENDIX In TNS Report – the Class A, B, C will be defined: Class A: - Assets: Car, Big House, Air Conditioner, Private Laptop, Led LCD TV, Private Mobile, refrigerator Income: > 150,000 USD per year Class B: - Assets: House, Air Conditioner, Private Laptop, Led LCD TV, Private Mobile, refrigerator Income: > 50,000 USD per year Class C: - Assets: Air conditioner, Private Laptop, Led LCD TV, Private Mobile, refrigerator Income: > 10,000 USD per year ... platform And within this project focus on social media marketing and Media Ad marketing are emphasized as the most popular and useful tools on digital marketing Within the social media marketing. .. that Degree Green Tea is more expensive in comparison with C2 Green Tea but in the reasonable the price per ml (mililitres) the Degree Green Tea 9 ,00 0 VND for one bottle with 500 ml and final... good concept and idea for digital marketing campaign for Degree Green Tea in 201 2? - Innovative Technology: very different from the traditional marketing tool – the change and new inside the entire