Digital Final-report Theyenconcept - tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION AND TRAINING HOASEN UNIVERSITY FACULTY OF ECONOMY AND COMMERCIAL
   DIGITAL MARKETING Topic:
DIGITAL MARKETING STRATEGY FOR THE YÊN CONCEPT Subject : Digital Marketing Class ID : MK311DE01 – 0300 Lecturer
: Mrs. Tran Thi My Hanh Group member : Group Peek a Boo 1. Hứa Kim Phụng 2182573 2. Trương Tuyết Nhi 2181277 3. Tạ Hoàng Thúy Phương 2184001 4. Lê Minh Đan 2182021 5. Nguyễn Ngọc Quỳnh 2180496 Hochiminh city, 12/2020
MINISTRY OF EDUCATION AND TRAINING HOASEN UNIVERSITY FACULTY OF ECONOMY AND COMMERCIAL
   DIGITAL MARKETING Topic:
DIGITAL MARKETING STRATEGY FOR THE YÊN CONCEPT Subject : Digital Marketing Class ID : MK311DE01 – 0300 Lecturer
: Mrs. Tran Thi My Hanh Group member : Group Peek a Boo 1. Hứa Kim Phụng 2182573 2. Trương Tuyết Nhi 2181277 3. Tạ Hoàng Thúy Phương 2184001 4. Lê Minh Đan 2182021 5. Nguyễn Ngọc Quỳnh 2180496 Hochiminh city, 12/2020
TABLE OF PERFORMANCE EVALUATION Number Group member Work Level of Signature completion 1
Hứa Kim Phụng SWOT analysis, 100% Big idea 2 Tạ Hoàng Thúy Goals, TA, 100% Phương Visuals, mission, vission, synthesis powerpoint 3 Trương Tuyết Stage 1+2, 100% Nhi synthesis report, total Budget 4 Nguyễn Ngọc Stage 1+2, 100% Quỳnh overview social media 5 Lê Minh Đan Total timeline, 100% introduction DIGITAL MARKETING i TABLE OF CONTENT
TABLE OF PERFORMANCE EVALUATION ............................................ i
TABLE OF CONTENT ................................................................................... ii
TABLE OF PICTURE .................................................................................... iv
TABLE OF FIGURE ...................................................................................... vi
COMMITEMENT ......................................................................................... vii
ACTKNOWLEDGEMENT .........................................................................viii
INTRODUCTION ............................................................................................ 1
CHAPTER 1. THE YÊN CONCEPT’S INTRODUCTION ........................ 2
1.1. About Thê Yên Concept ........................................................................ 2
1.2. Mission and Vision ................................................................................. 4
1.3. Where to buy product ........................................................................... 5
1.3.1. Offline and website .......................................................................... 5
1.3.1. Social Media ..................................................................................... 6
CHAPTER 2. COMPETITIVE ANALYSIS ............................................... 11
2.1. Competitve advantage ......................................................................... 11
2.2. SWOT analysis ..................................................................................... 12
2.2.1. Strength .......................................................................................... 12
2.2.2. Weakness ........................................................................................ 12
2.2.3. Opportunity ................................................................................... 12
2.2.4. Threat ............................................................................................. 13
CHAPTER 3. THE BIG IDEA ..................................................................... 14
3.1. Background .......................................................................................... 14 DIGITAL MARKETING ii
3.2. Goal ....................................................................................................... 14
3.3. Target audience .................................................................................... 14
3.4. Key message.......................................................................................... 15
CHAPTER 4. DIGITAL MARKETING STRATEGY FOR THE YÊN
CONCEPT ...................................................................................................... 16
4.1. Key message.......................................................................................... 16
4.2. Campaign .............................................................................................. 16
4.2.1. Stage 1-Raise brand awareness (19/11/2020 – 03/12/2020) ........ 17
4.2.2. Stage 2-Attract customer’s attend workshop (04/12/2020 -
18/12/2020) ............................................................................................... 22
4.2.3. Stage 3-Workshop (19/12/2020-20/12/2020) ................................ 28
CHAPTER 5. TOTAL TIMELINE AND BUDGET .................................. 30
5.1. Total timeline ....................................................................................... 30
5.2. Total budget ......................................................................................... 30
CONCLUSION ............................................................................................... 31
REFERENCES ............................................................................................... 32 DIGITAL MARKETING iii TABLE OF PICTURE
Figure 1. Logo of The Yên Concept (Source: Facebook) .................................. 2
Figure 2. Helly Tống- founder of Yên (Source: Google) .................................. 3
Figure 3. Product at Yên (Source: Facebook) .................................................... 3
Figure 4. The Yên's store (Source: Facebook) ................................................... 4
Figure 5. Picture of Yên (Source: Facebook) .................................................... 5
Figure 6. The Yên Concept's website (Source: Theyenconcept.com) ............... 5
Figure 7. Facebook site (Source: Facebook) ...................................................... 6
Figure 8. Facebook information (Source: Facebook) ........................................ 6
Figure 9. Store in Facebook (Source: Facebook) ............................................... 7
Figure 10. Post on Facebook (Source: Facebook) ............................................. 8
Figure 11. Instagram site (Source: Instagram) ................................................... 9
Figure 12. Content on Instagram (Source: Instagram) ...................................... 9
Figure 13. Post on Instagram (Source: Instagram) .......................................... 10
Figure 14. Helly Tống' Instagram site (Sourrce: Instagram) ........................... 11
Figure 15. Vietnam urban and rural population from 1955 to 2020. (Source:
worldometer) .................................................................................................... 15
Figure 16. Campaign objective (Source: Facebook) ........................................ 16
Figure 17. Bucket list (Source: Made by students) .......................................... 17
Figure 18. Communication pyramid effect (Source: IMC book) .................... 18
Figure 19. Type of people on Christmas (Source: Made by students) ............. 18
Figure 20. Type of people (Source: Made by students) ................................... 19
Figure 21. Type of people 2 (Source: Made by students) ................................ 19
Figure 22. Target audience on Facebook (Source: Facebook) ........................ 20
Figure 23. Where the ads shown (Source: Facebook) ..................................... 20
Figure 24. Stimulate the ads will be (Source: Facebook) ................................ 21
Figure 25. Target audience on stage 2 (Source: Facebook) ............................. 22
Figure 26. Communications effect pyramid (Source: IMC Book) .................. 23
Figure 27. Stimulate the ads on stage 2 (Source: Made by students) .............. 23
Figure 28. Logo of Kenh 14 (Source: Google.com) ........................................ 24 DIGITAL MARKETING iv
Figure 29. The age groups that read Kenh 14 (Source: Brandom.vn) ............. 25
Figure 30. Traffic statistics (Source: Brandcom.vn) ........................................ 25
Figure 31. Stimulate the post (Source: theyenconcept.com) ........................... 26
Figure 32. Kols - Loan Hoang (Source: Socialblade) ...................................... 27
Figure 33. Kols - Dino Vu (Source: Socialblade) ............................................ 28
Figure 34. Information of the workshop (Source: Made by students) ............. 28 DIGITAL MARKETING v TABLE OF FIGURE
Table 1. Total timeline ..................................................................................... 30
Table 2. Total budget ...................................................................................... .30 DIGITAL MARKETING vi COMMITEMENT
"This is a work made by our team and does not violate issues of academic
integrity. There are studies and references to documents of high reliability and origin in the article." Friday, 29th December 2020.
…………………………………
…………………………………
…………………………………
…………………………………
………………………………… DIGITAL MARKETING vii ACTKNOWLEDGEMENT
We would like to express our sincere thanks to lecturer Tran Thi My Hanh
very much. During the past 15 weeks when joining your class, our team has
accumulated a lot of useful knowledge for our beyond future. Thank you for
always being enthusiastic with the team and class, always trying to answer the
group with all of your efforts wherever you are. Thanks Mrs. Hanh for always
supporting us whenever we need it, always kinds and gentle to us. We love you so much!
And I want to say thank you to all the members because, after so many
hardships, everyone got through it all together and completed the report in a good way. We sincerely thank you! DIGITAL MARKETING viii