Sample of Branding Report - Brand Managenment | Đại học Hoa Sen

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Môn: Brand Management (MK401DE02)

Trường: Đại học Hoa Sen

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Tác giả:

Profile Kim Oanh
MINISTRY OF EDUCATION & TRAINING
HOA SEN UNIVERSITY
FACULTY OF ECONOMIC & MANAGEMENT
GRADUATION
INTERNSHIP REPORT
Topic:
REBRANDING PLAN FOR NẮNG XANH
DEVELOPMENT COMPANY LIMITED
Company: NẮNG XANH DEVELOPMENT
COMPANY LIMITED
Student’s name: Nguyen Ngoc Yen Nhi
Student ID: 2173088
Class: MK171
Internship period:
March 28 , 2022 – July 10 , 2022
th th
Supervisor: Ms. Hoang Thi Thu Hoai
Instructor: Ms. Huynh Thi Thuy Duong
Ho Chi Minh City, July 2020
Hoa Sen UniversityGraduation Internship Report
1
Hoa Sen UniversityGraduation Internship Report
This page intentionally left blank
2
Hoa Sen UniversityGraduation Internship Report
EVALUATIONS ABOUT STUDENT
OF THE COMPANY
Ho Chi Minh City, …... / …... / …...
Evaluator’s Signature
(Sign and seal)
3
Hoa Sen UniversityGraduation Internship Report
EVALUATIONS ABOUT STUDENT
OF THE INSTRUCTOR
Ho Chi Minh City, …... / …... / …...
Evaluator’s Signature
4
Hoa Sen UniversityGraduation Internship Report
ABSTRACT
Nắng Xanh Development Company Limited recruited me as an intern for 15 weeks.
Through that internship, I became aware of the company's problem: after ten years of
business, the company still does not have the market share it deserves. Despite the
company's many years of expertise of providing digital marketing services, the
company's business results and the number of contracts it receives each year are
unworthy. I discovered that one of the reasons for the company's current situation is that
it has not focused on developing a standout brand image for the Nắng Xanh brand.
In this report, I will suggest that a company rebrand using the CBBE model and
implement a digital marketing campaign to promote the brand image. My solutions have
the same goal: increasing Nắng Xanh’s competitive advantage and service sales volume
in the last five months of 2022. In addition, I will advise the company to promote the
sale of a package of branding services that relates to the campaign's theme. The
proposal for a digital marketing campaign on the theme of Nắng Xanh rebranding will
run for three months, beginning August 1 , 2022, and ending October 31 , 2022.
st st
After a 15-week internship and planning process, I want Nắng Xanh to increase its
brand equity, become a strong and profitable brand, and attract 30 new customers in the
last five months of 2022.
5
Hoa Sen UniversityGraduation Internship Report
ACKNOWLEDGMENTS
First and foremost, I would like to express gratitude to my parents, who have raised and
guided me for the past 23 years. Thanks for supporting me to study and develop at Hoa
Sen University, which is my dream school. I remember struggling to get started during
my previous internship, my parents were the people who supported and encouraged me
the most at the time. My parents are very strict, and they are not psychological in the
way that many other families are, but I know that they are the two people who always
love me unconditionally. Fortunately, my parents' parenting style created a strong and
brave me. Moreover, I discussed my career goals with my parents and received their
support. Thanks to my parents, I am now able to complete my graduation internship
report and my undergraduate work, which allows me to begin a new adventure.
Second, I would like to give special thanks to Ms. Hoang Thi Thu Hoai for guiding me
through all of my Marketing tasks, particularly in the Digital field. In addition, I'd like
to express my gratitude to Nắng Xanh Development Company Limited for providing
me with a pleasant working environment.
Third, I want to show my thankfulness to my instructor, Ms. Huynh Thi Thuy Duong,
for accompanying me during my graduation internship, giving me many advice,
suggestions, and providing a solid knowledge foundation that helped me complete my
graduate internship and this graduation internship report.
Finally, although I have done my best to check the information and format the
document carefully, I am aware that there will be mistakes that I have not corrected. As
a consequence, I'm hoping for feedback from teachers or anyone else who reads this
report. I will try to fix it, and your feedback will help me successfully complete my
future reports.
6
Hoa Sen UniversityGraduation Internship Report
TABLE OF CONTENTS
EVALUATIONS ABOUT STUDENT OF THE COMPANY ii
EVALUATIONS ABOUT STUDENT OF THE INSTRUCTOR iii
ABSTRACT iv
ACKNOWLEDGMENTS v
TABLE OF CONTENTS vi
LIST OF TABLES ix
LIST OF DIAGRAMS x
LIST OF PICTURES xi
LIST OF ACRONYMS xii
INTRODUCTION 1
CHAPTER I. COMPANY PROFILE 2
1.1. General information of the company 2
1.2. The process of formation and development of the company 2
1.3. About Nắng Xanh Development Company Limited 3
1.1.1. Vision of the company 3
1.1.2. Mission of the company 3
1.1.3. Core value of the company 3
1.4. Business sector 3
1.5. Organization chart of the company 4
1.6. Business results of the company 4
CHAPTER II. THE SITUATION ANALYSIS AND MARKETING ACTIVITIES
OF THE COMPANY 6
2.1. The current situation of business operation 6
2.1.1. The business environment of the company 6
2.1.1.1. Microenvironment 6
2.1.1.2. Macro environment 11
2.1.2. The situation of marketing operation of the company 17
7
Hoa Sen UniversityGraduation Internship Report
2.1.2.1. Current marketing strategies of the company 17
2.1.2.2. Positioning 20
2.2. The integrated marketing mix tactics of the company 25
2.2.1. The Marketing Mix Strategy of the company – 7Ps 25
2.2.1.1. Product 25
2.2.1.2. Place 27
2.2.1.3. Price 27
2.2.1.4. Promotion 27
2.2.1.5. Physical evidence 28
2.2.1.6. People 28
2.2.1.7. Process 29
2.2.2. SWOT analysis 30
CHAPTER III. GRADUATE TOPIC 31
3.1. Graduation internship report topic 31
3.1.1. Reasons for choosing the topic of the report 31
3.2. Literature review 32
3.2.1. Brand Equity 32
3.2.1.1. Definitions of brand equity 32
3.2.1.2. Brand Equity Model 32
3.2.2. Integrated marketing communications – IMC 35
3.2.3. Digital Marketing 36
3.2.3.1. Definitions of Digital Marketing 36
3.2.3.2. Digital marketing methods 37
3.3. Situation of the problem 40
3.3.1. Status 40
3.3.2. Advantages 41
8
Hoa Sen UniversityGraduation Internship Report
3.3.3. Disadvantages 41
3.4. Proposing solutions and implementing plans for the company 42
3.4.1. Make a rebranding plan for the company 42
3.4.1.1. Rebranding plan 42
3.4.2. Implement rebranding plan for the company 47
3.4.2.1. Digital marketing plan 47
3.4.2.2. Implementing digital marketing plan 52
CONCLUSION xiii
REFERENCES xv
STUDENT CONTACT INFORMATION xviii
9
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MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMIC & MANAGEMENT GRADUATION INTERNSHIP REPORT Topic:
REBRANDING PLAN FOR NẮNG XANH
DEVELOPMENT COMPANY LIMITED Company: NẮNG XANH DEVELOPMENT COMPANY LIMITED Student’s name: Nguyen Ngoc Yen Nhi Student ID: 2173088 Class: MK171 Internship period:
March 28th, 2022 – July 10th, 2022 Supervisor: Ms. Hoang Thi Thu Hoai Instructor: Ms. Huynh Thi Thuy Duong
Ho Chi Minh City, July 2020
Hoa Sen UniversityGraduation Internship Report 1
Hoa Sen UniversityGraduation Internship Report
This page intentionally left blank 2
Hoa Sen UniversityGraduation Internship Report
EVALUATIONS ABOUT STUDENT OF THE COMPANY
Ho Chi Minh City, …... / …... / …... Evaluator’s Signature (Sign and seal) 3
Hoa Sen UniversityGraduation Internship Report
EVALUATIONS ABOUT STUDENT OF THE INSTRUCTOR
Ho Chi Minh City, …... / …... / …... Evaluator’s Signature 4
Hoa Sen UniversityGraduation Internship Report ABSTRACT
Nắng Xanh Development Company Limited recruited me as an intern for 15 weeks.
Through that internship, I became aware of the company's problem: after ten years of
business, the company still does not have the market share it deserves. Despite the
company's many years of expertise of providing digital marketing services, the
company's business results and the number of contracts it receives each year are
unworthy. I discovered that one of the reasons for the company's current situation is that
it has not focused on developing a standout brand image for the Nắng Xanh brand.
In this report, I will suggest that a company rebrand using the CBBE model and
implement a digital marketing campaign to promote the brand image. My solutions have
the same goal: increasing Nắng Xanh’s competitive advantage and service sales volume
in the last five months of 2022. In addition, I will advise the company to promote the
sale of a package of branding services that relates to the campaign's theme. The
proposal for a digital marketing campaign on the theme of Nắng Xanh rebranding will
run for three months, beginning August 1st, 2022, and ending October 31st, 2022.
After a 15-week internship and planning process, I want Nắng Xanh to increase its
brand equity, become a strong and profitable brand, and attract 30 new customers in the last five months of 2022. 5
Hoa Sen UniversityGraduation Internship Report ACKNOWLEDGMENTS
First and foremost, I would like to express gratitude to my parents, who have raised and
guided me for the past 23 years. Thanks for supporting me to study and develop at Hoa
Sen University, which is my dream school. I remember struggling to get started during
my previous internship, my parents were the people who supported and encouraged me
the most at the time. My parents are very strict, and they are not psychological in the
way that many other families are, but I know that they are the two people who always
love me unconditionally. Fortunately, my parents' parenting style created a strong and
brave me. Moreover, I discussed my career goals with my parents and received their
support. Thanks to my parents, I am now able to complete my graduation internship
report and my undergraduate work, which allows me to begin a new adventure.
Second, I would like to give special thanks to Ms. Hoang Thi Thu Hoai for guiding me
through all of my Marketing tasks, particularly in the Digital field. In addition, I'd like
to express my gratitude to Nắng Xanh Development Company Limited for providing
me with a pleasant working environment.
Third, I want to show my thankfulness to my instructor, Ms. Huynh Thi Thuy Duong,
for accompanying me during my graduation internship, giving me many advice,
suggestions, and providing a solid knowledge foundation that helped me complete my
graduate internship and this graduation internship report.
Finally, although I have done my best to check the information and format the
document carefully, I am aware that there will be mistakes that I have not corrected. As
a consequence, I'm hoping for feedback from teachers or anyone else who reads this
report. I will try to fix it, and your feedback will help me successfully complete my future reports. 6
Hoa Sen UniversityGraduation Internship Report TABLE OF CONTENTS
EVALUATIONS ABOUT STUDENT OF THE COMPANY ii
EVALUATIONS ABOUT STUDENT OF THE INSTRUCTOR iii ABSTRACT iv ACKNOWLEDGMENTS v TABLE OF CONTENTS vi LIST OF TABLES ix LIST OF DIAGRAMS x LIST OF PICTURES xi LIST OF ACRONYMS xii INTRODUCTION 1 CHAPTER I. COMPANY PROFILE 2 1.1.
General information of the company 2 1.2.
The process of formation and development of the company 2 1.3.
About Nắng Xanh Development Company Limited 3 1.1.1. Vision of the company 3 1.1.2. Mission of the company 3 1.1.3. Core value of the company 3 1.4. Business sector 3 1.5.
Organization chart of the company 4 1.6.
Business results of the company 4
CHAPTER II. THE SITUATION ANALYSIS AND MARKETING ACTIVITIES OF THE COMPANY 6 2.1.
The current situation of business operation 6 2.1.1.
The business environment of the company 6 2.1.1.1. Microenvironment 6 2.1.1.2. Macro environment 11 2.1.2.
The situation of marketing operation of the company 17 7
Hoa Sen UniversityGraduation Internship Report
2.1.2.1. Current marketing strategies of the company 17 2.1.2.2. Positioning 20 2.2.
The integrated marketing mix tactics of the company 25 2.2.1.
The Marketing Mix Strategy of the company – 7Ps 25 2.2.1.1. Product 25 2.2.1.2. Place 27 2.2.1.3. Price 27 2.2.1.4. Promotion 27 2.2.1.5. Physical evidence 28 2.2.1.6. People 28 2.2.1.7. Process 29 2.2.2. SWOT analysis 30 CHAPTER III. GRADUATE TOPIC 31 3.1.
Graduation internship report topic 31 3.1.1.
Reasons for choosing the topic of the report 31 3.2. Literature review 32 3.2.1. Brand Equity 32
3.2.1.1. Definitions of brand equity 32 3.2.1.2. Brand Equity Model 32 3.2.2.
Integrated marketing communications – IMC 35 3.2.3. Digital Marketing 36
3.2.3.1. Definitions of Digital Marketing 36
3.2.3.2. Digital marketing methods 37 3.3. Situation of the problem 40 3.3.1. Status 40 3.3.2. Advantages 41 8
Hoa Sen UniversityGraduation Internship Report 3.3.3. Disadvantages 41 3.4.
Proposing solutions and implementing plans for the company 42 3.4.1.
Make a rebranding plan for the company 42 3.4.1.1. Rebranding plan 42 3.4.2.
Implement rebranding plan for the company 47
3.4.2.1. Digital marketing plan 47
3.4.2.2. Implementing digital marketing plan 52 CONCLUSION xiii REFERENCES xv STUDENT CONTACT INFORMATION xviii 9