IMC - CHƯƠNG 2 - TRUYỀN THÔNG MKT

MINISTRY OF EDUCATION AND TRAINING
NATIONAL ECONOMICS UNIVERSITY
CONTENT MARKETING REPORT ISSUE:
CONTENT MARKETING PLAN ON FACEBOOK PLATFORM
FOR SƯỜN MƯỜI RESTAURANT CO., LTD
Class: Content Marketing 8
Lecturer: Dr Ingrid Griffiths
Tutor: M.A. Huynh Van Khai Group 4 - Team member: Vũ Thu Uyên 11226841 Digital Marketing CLC 64C Phạm Lê Bảo Thi 11226005 Digital Marketing CLC 64C Lê Hoàng Quân 11225360 Digital Marketing CLC 64C Nguyễn Hà Phương 11225235 Digital Marketing CLC 64B Ngô Cẩm Tú 11226660 Digital Marketing CLC 64B Nguyễn Ngọc Minh Trang 11226419 Digital Marketing CLC 64B Hanoi, 2025 1 TABLE OF CONTENT
TABLE OF CONTENT......................................................................................................................2
LIST OF IMAGES............................................................................................................................. 4
LIST OF TABLES.............................................................................................................................. 5
INTRODUCTION.............................................................................................................................. 7
1. Brief overview of the business problem/opportunity................................................................. 7
2. Research objectives.................................................................................................................... 8
3. Research Subject, Scope, and Research Questions.................................................................... 8
4. Research methodologies.............................................................................................................8
5. Structure of the report.................................................................................................................9
PART 1. ASSESSING THE CONTENT MARKETING LANDSCAPE.................................... 10
1.1. Macro content marketing environment................................................................................. 10
1.1.1. Political.........................................................................................................................10
1.1.2. Economic......................................................................................................................10
1.1.3. Social............................................................................................................................ 10
1.1.4. Technological................................................................................................................11
1.1.5. Environmental...............................................................................................................11
1.1.6. Legal............................................................................................................................. 11
1.1.7. Ethical...........................................................................................................................12
1.2. Micro content marketing environment.................................................................................. 12
1.2.1. Company.......................................................................................................................12
1.2.2. Competitor....................................................................................................................16
1.2.3. Suppliers – Platforms, creators, or tech partners..........................................................18
1.2.4. Target Customer........................................................................................................... 19
1.3. Assessing Historical Content Marketing Performance..........................................................20
1.3.1. Overview of the current Facebook page.......................................................................20
1.3.2. Content Marketing Strategy quantitative and qualitative performance........................22
1.3.3. Previous marketing campaigns.....................................................................................30
1.3.4. Evaluation of integration with other strategies and platforms......................................31
PART 2. BUILDING THE CONTENT MARKETING PLAN FOUNDATIONS......................34
2.1. Content Marketing Mission...................................................................................................34
2.2. Content Marketing Objectives...............................................................................................34
2.3. Target Audience.....................................................................................................................34
2.3.1. Segmentation................................................................................................................ 34
2.3.2. Customer’s needs, Problem & Desire related to content..............................................36
2.3.3. Customer journey......................................................................................................... 36
2.4. Communication Channels..................................................................................................... 38
2.4.1. Rationale for focusing on Facebook:............................................................................38
2.4.2. Possibility of integrating other platforms..................................................................... 39
2.5. Trend & Performance Content Assessment...........................................................................39
2.5.1. Content that is on trend.................................................................................................39
2.5.2. Content that the target audience likes...........................................................................41
2.5.3. Content that works........................................................................................................42 2
2.6. KPIs and Benchmarks........................................................................................................... 45
2.6.1. KPIs to measure success...............................................................................................45
2.6.2. Benchmarks from industry standards and competitors................................................ 45
PART 3. ADVANCING AND OPTIMISING THE CONTENT MARKETING PLAN............ 47
3.1. Recommendations to Optimise Channels and Content......................................................... 47
3.1.1. Facebook content strategy improvement......................................................................47
3.1.2. Optimising content for localisation, personalisation, and target segment....................48
3.1.3. Strategic use of paid vs. organic content...................................................................... 50
3.2. Data Collection Techniques...................................................................................................54
3.3. Content Calendar and Implementation Roadmap..................................................................55
PART 4. FORMALISE & COMMUNICATE CONTENT MARKETING PLAN TO THE
BUSINESS.........................................................................................................................................57
4.1. Content Marketing Plan Summary........................................................................................ 57
4.2. Evaluation and Optimisation Proposals.................................................................................58
CONCLUSION................................................................................................................................. 60
REFERENCES................................................................................................................................. 61
APPENDIX....................................................................................................................................... 64 LIST OF IMAGES
Image 0. Vietnam Digital Advertising Market Overview 8
Image 1.1. Main dish of Sườn Mười 15
Image 1.2. Sườn Mười’s product mix and lines 15
Image 1.3. Views & Reach of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025) 21
Image 1.4. Engagement & Link clicks of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025) 21
Image 1.5. Page visits & Page follows of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025) 22
Image 1.6. Contacts of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025) 22
Image 1.7. Sales Distribution by Sales Channel – Sườn Mười, 2024 33
Image 2.1. Facebook Users in Vietnam by Age and Gender, 2024 40
Image 2.2. Top Social Media Platforms – Penetration Rates (%) in Vietnam, 2024 40
Image. 3.1. Sample image for Tet’s holiday 59 LIST OF TABLES
Table 1.1. Comparison Table of Sườn Mười's Direct Competitors.................................................... 14
Table 1.2. Overview of Customer Journey’s phases _ Organic content(1/1-18/6 year 2024&2025).20
Table 1.3. Overview of Content Pillar_Organic content (1/1-18/6 year 2024&2025)....................... 21
Table 1.4. Overview of Content Format_Organic content (1/1-18/6 year 2024&2025).................... 21
Table 1.5. Organic content performance index Phase Awareness (1/1-18/6 year 2024&2025).........21
Table 1.6. Organic content performance index Phase Consideration (1/1-18/6 year 2024&2025)....22
Table 1.7. Organic content performance index Phase Conversion (1/1-18/6 year 2024&2025)........23
Table 1.8. Organic content performance index Phase Loyalty (1/1-18/6 year 2024&2025)..............23
Table 1.9. Overview of Customer Journey’s phases_Paid content (1/1-18/6 year 2024&2025)........24
Table 1.10. Overview of Content Pillar_Paid content (1/1-18/6 year 2024&2025)...........................25
Table 1.11. Overview of Content Format_Paid content (1/1-18/6 year 2024&2025)........................ 25
Table 1.12. Paid content performance index Phase Awareness (1/1-18/6 year 2024&2025).............25 3
Table 1.13. Paid content performance index Phase Consideration (1/1-18/6 year 2024&2025)....... 26
Table 1.14. Paid content performance index Phase Conversion (1/1-18/6 year 2024&2025)........... 26
Table 1.15. Paid content performance index Phase Loyalty (1/1-18/6 year 2024&2025).....................
............................................................................................................................................................ 27
Table 1.16. Overview of Content Pillar (International Women’s Day)_Organic content (y 2024)....28
Table 1.17. Overview of Content Pillar (International Women’s Day)_Paid content (year 2024).....28
Table 1.18. Overview of Content Pillar (Valentine’s Day)_Organic content (year 2025)..................28
Table 1.19. Overview of Content Pillar (Reunification Day & Labor Day)_Organic content (2025)... 29
Table 1.20. Evaluation of integration among platforms..................................................................... 29
Table 2.1. Target audience segmentation............................................................................................32
Table 2.2. Target customer journey.................................................................................................... 34
Table 2.3. Content on trend related to F&B industry......................................................................... 38
Table 2.4. Content on trend based on customer journey.................................................................... 39
Table 2.5. Assessment of Historical Content Performance & Strategy Suggestion........................... 40
Table 2.6. Strategy suggestion based on assessment of customer journey.........................................41
Table 2.7. Marketing KPIs for first 6 months of 2026....................................................................... 43
Table 2.8. Marketing KPIs for the two first quarters of 2026............................................................ 44
Table 2.10. Competitor’s Benchmarks............................................................................................... 44
Table 3.1. Overview of Content Marketing strategy in the first 6 months of 2026............................48
Table 3.2. Content Units Allocation for the first 6 months of 2025 and KPI for 2026...................... 49
Table 3.3. Paid Content Strategy for the first 6 months of 2025 and KPI for 2026........................... 49
Table 3.4. Budget allocation for marketing in first 6 months of 2026............................................... 50
Table 3.5. Resource allocation for the First 6 Months of 2026.......................................................... 50
Table 3.6. Strategy for measuring and optimizing the effectiveness of Content Marketing Strategy50
Table 3.7. Content units allocation by phase in January 2026........................................................... 51
Table 3.8. Content units allocation based on content pillar for January 2026....................................52
Table 3.9. Specific allocation for content calendar January 2026...................................................... 52
Table 3.10. Data Collection Techniques and Their Analytical Value.................................................53 4
Document Outline

• TABLE OF CONTENT
• LIST OF IMAGES
• LIST OF TABLES
• INTRODUCTION
  • 1. Brief overview of the business problem/opportunity
    • Image 0. Vietnam Digital Advertising Market Overview
  • 2. Research objectives
  • 3. Research Subject, Scope, and Research Questions
  • 4. Research methodologies
  • 5. Structure of the report
• PART 1. ASSESSING THE CONTENT MARKETING LANDSCAPE
  • 1.1. Macro content marketing environment
    • 1.1.1. Political
    • 1.1.2. Economic
    • 1.1.3. Social
    • 1.1.4. Technological
    • 1.1.5. Environmental
    • 1.1.6. Legal
    • 1.1.7. Ethical
  • 1.2. Micro content marketing environment
    • 1.2.1. Company
      • Image 1.1. Main dish of Sườn Mười
      • Image 1.2. Sườn Mười’s product mix and lines
    • 1.2.2. Competitor
      • Table 1.1. Comparison Table of Sườn Mười's Direct Competitors
    • 1.2.3. Suppliers – Platforms, creators, or tech partners
    • 1.2.4. Target Customer
  • 1.3. Assessing Historical Content Marketing Performance
    • 1.3.1. Overview of the current Facebook page
      • Image 1.3. Views & Reach of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025)
      • Image 1.4. Engagement & Link clicks of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025)
      • Image 1.5. Page visits & Page follows of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025)
      • Image 1.6. Contacts of Sườn Mười Fanpage (1/1 - 18/6 in 2024, 2025)
    • 1.3.2. Content Marketing Strategy quantitative and qualitative performance
      • Table 1.2. Overview of Customer Journey’s phases _ Organic content(1/1-18/6 year 2024&2025)
      • Table 1.3. Overview of Content Pillar_Organic content (1/1-18/6 year 2024&2025)
      • Table 1.4. Overview of Content Format_Organic content (1/1-18/6 year 2024&2025)
      • Table 1.5. Organic content performance index Phase Awareness (1/1-18/6 year 2024&2025)
      • Table 1.6. Organic content performance index Phase Consideration (1/1-18/6 year 2024&2025)
      • Table 1.7. Organic content performance index Phase Conversion (1/1-18/6 year 2024&2025)
      • Table 1.8. Organic content performance index Phase Loyalty (1/1-18/6 year 2024&2025)
      • Table 1.9. Overview of Customer Journey’s phases_Paid content (1/1-18/6 year 2024&2025)
      • Table 1.10. Overview of Content Pillar_Paid content (1/1-18/6 year 2024&2025)
      • Table 1.11. Overview of Content Format_Paid content (1/1-18/6 year 2024&2025)
      • Table 1.12. Paid content performance index Phase Awareness (1/1-18/6 year 2024&2025)
      • Table 1.13. Paid content performance index Phase Consideration (1/1-18/6 year 2024&2025)
      • Table 1.14. Paid content performance index Phase Conversion (1/1-18/6 year 2024&2025)
      • Table 1.15. Paid content performance index Phase Loyalty (1/1-18/6 year 2024&2025)
    • 1.3.3. Previous marketing campaigns
      • Table 1.16. Overview of Content Pillar (International Women’s Day)_Organic content (y 2024)
      • Table 1.17. Overview of Content Pillar (International Women’s Day)_Paid content (year 2024)
      • Table 1.18. Overview of Content Pillar (Valentine’s Day)_Organic content (year 2025)
      • Table 1.19. Overview of Content Pillar (Reunification Day & Labor Day)_Organic content (y2025)
    • 1.3.4. Evaluation of integration with other strategies and platforms
      • Table 1.20. Evaluation of integration among platforms
      • Image 1.7. Sales Distribution by Sales Channel – Sườn Mười, 2024
• PART 2. BUILDING THE CONTENT MARKETING PLAN FOUNDATIONS
  • 2.1. Content Marketing Mission
  • 2.2. Content Marketing Objectives
  • 2.3. Target Audience
    • 2.3.1. Segmentation
      • Table 2.1. Target audience segmentation
    • 2.3.2. Customer’s needs, Problem & Desire related to content
    • 2.3.3. Customer journey
      • Table 2.2. Target customer journey
  • 2.4. Communication Channels
    • 2.4.1. Rationale for focusing on Facebook:
      • Image 2.1. Facebook Users in Vietnam by Age and Gender, 2024
      • Image 2.2. Top Social Media Platforms – Penetration Rates (%) in Vietnam, 2024
    • 2.4.2. Possibility of integrating other platforms
  • 2.5. Trend & Performance Content Assessment
    • 2.5.1. Content that is on trend
      • Table 2.3. Content on trend related to F&B industry
      • Table 2.4. Content on trend based on customer journey
    • 2.5.2. Content that the target audience likes
    • 2.5.3. Content that works
      • Table 2.5. Assessment of Historical Content Performance & Strategy Suggestion
      • Table 2.6. Strategy suggestion based on assessment of customer journey
  • 2.6. KPIs and Benchmarks
    • 2.6.1. KPIs to measure success
      • ​Table 2.7. Marketing KPIs for first 6 months of 2026
      • ​Table 2.8. Marketing KPIs for the two first quarters of 2026
    • 2.6.2. Benchmarks from industry standards and competitors
      • Table 2.10. Competitor’s Benchmarks
• PART 3. ADVANCING AND OPTIMISING THE CONTENT MARKETING PLAN
  • 3.1. Recommendations to Optimise Channels and Content
    • 3.1.1. Facebook content strategy improvement
    • 3.1.2. Optimising content for localisation, personalisation, and target segment
    • 3.1.3. Strategic use of paid vs. organic content
      • ​Table 3.1. Overview of Content Marketing strategy in the first 6 months of 2026
      • Table 3.2. Content Units Allocation for the first 6 months of 2025 and KPI for 2026
      • Table 3.3. Paid Content Strategy for the first 6 months of 2025 and KPI for 2026
      • Table 3.4. Budget allocation for marketing in first 6 months of 2026
      • Table 3.5. Resource allocation for the First 6 Months of 2026
      • Table 3.6. Strategy for measuring and optimizing the effectiveness of Content Marketing Strategy
      • Table 3.7. Content units allocation by phase in January 2026
      • Table 3.8. Content units allocation based on content pillar for January 2026
      • Table 3.9. Specific allocation for content calendar January 2026
  • 3.2. Data Collection Techniques
    • Table 3.10. Data Collection Techniques and Their Analytical Value
  • 3.3. Content Calendar and Implementation Roadmap
    • Image. 3.1. Sample image for Tet’s holiday
• This section outlines a detailed and comprehensive action plan to optimize Sườn Mười’s content marketing strategy. It proposes specific improvements across the customer journey, introduces new content pillars to enhance competitive advantage, and emphasizes localization, personalization, and audience segmentation. With a clear content schedule, resource allocation plan, and execution roadmap for the first half of 2026, the strategy successfully translates insights into concrete, measurable actions laying a strong foundation for formalization and implementation across the business.
• PART 4. FORMALISE & COMMUNICATE CONTENT MARKETING PLAN TO THE BUSINESS
  • 4.1. Content Marketing Plan Summary
  • 4.2. Evaluation and Optimisation Proposals
• CONCLUSION
• REFERENCES
• APPENDIX