PROJECT NAME DIGITAL MARKETING PLAN FOR VINPEARL

BỘ GIÁO DỤC & ĐÀO TẠO ĐẠI HỌC HOA SEN KHOA KINH TẾ & QUẢN TRỊ FINAL REPORT PROJECT NAME: DIGITAL MARKETING PLAN FOR VINPEARL Lecture: Jorge Martinez Group of students: Phạm Thị Kim Ngân Phan Quỳnh Anh Nguyễn Thị Mai Linh Semester 2033, 6/2021 2196995 2198664 2193298 ASSIGNMENT SHEET Number Name Student ID Task Phạm Thị Kim Ngân Phan Quỳnh Anh 2196995 Nguyễn Thị Mai Linh 2193289 Part 2.3 , 5, Edit report Part 1, 2.2, Powerpoint Part 2.1 2.2 2.4 Part 2198664 Level of contribution 100% 100% 100% Tables of content INTRODUCTION (HISTORY AND PRODUCTS) ANALYSIS 2.1 INTERNAL AUDIT OF WEBSITES AND SOCIAL MEDIA 2.2 EXTERNAL AUDIT: COMPETITORS OF WEBSITES AND SOCIAL MEDIA .15 2.3 EXTERNAL AUDIT: CUSTOMERS 20 2.4 SWOT .21 OBJECTIVE AND KPI (SMART) 22 STRATEGIES .23 4.1 SMO 23 4.2 SEM CHOOSE AN AD TYPE: WEBSITE TRAFFIC 23 4.3 SEO 26 4.4 VIDEO ABOUT VINPEARL 26 ACTION PLAN (CALENDAR AND BUDGET) 1MONTH FOR TET 2022 .27 EXAMPLES ABOUT VINPEARL (FACEBOOK, INSTAGRAM) .27 REFERENCES 30 ACKNOWLEDGEMENT We would also like to thank Hoa Sen University for allowing us to participate in Digital Marketing class to gain more knowledge and make a project in this subject We would like to thank our instructor Mr.Jorge Martinez for always helping and supporting us during the course of study as well as during the implementation of the final project of the course This project was completed because each individual in the group took it very seriously and always supported each other Besides, this project was also completed thanks to the help of brothers and sisters, other friends and references on the Internet provided by many authors Thank you sincerely! Introduction (History and Products) About Vinpearl: A household name for holiday destinations in Vietnam, Vinpearl operates an expansive network of 5-star hotels, resorts, spas and conference centers, as well as upscale dining venues and international-standard golf courses With all properties located on some of the most beautiful beaches, in a bright land of legacies or at the center capturing the pulse of any cosmopolitan city in the country, Vinpearl connects millions of Vietnamese people to their dream vacations and contributes to bringing Vietnam closer to the world Especially, key clusters Vinpearl South Hoi An – Vinpearl Nha Trang – Phu Quoc United Center consist of some one-of-a-kind works from accommodation, entertainment, discovery, cuisine, shopping to professional meeting services, creating spaces of various experiences to satisfy every customer Vinpearl Nha Trang: Located on the most romantic bay in the world with charming scenery blessed by nature, Vinpearl Nha Trang offers the largest hotel & resort complex in Nha Trang, providing comprehensive services, serving all types of customers Some services that you could enjoy in Vinpearl Nha Trang such as Submarine, Imperial Club, Spa, Golf and VinWonders About Vinpearl Phu Quoc United Center With a prime location in the north of Phu Quoc island and an area that stretches along the coast of Bai Dai beach with exclusive sunset views, Vinpearl offers a complex of hotels and villa resorts with the largest rooms and settings in Phu Quoc, alongside with an ecosystem of high-quality services that will ensure a pleasant stay for all customers Some services that you could enjoy in Vinpearl Phu Quoc United Center such as VinWonders, Safari, Golf, Spa, Almaz (include restaurants, café, 16 stores) and Casino Vinpearl South Hoi An The impressive highlights at Vinpearl South Hoi An are the graceful and delicate architecture of the villas and lush green landscape Whether guests love private relaxation or endless exploration, they will feel satisfied when staying here As a charming feature of the resort, the restaurants- inspired by the central coastal fishing villages are always ready to serve visitors with fresh specialties bearing the flavor of Hoi An ancient town Some services that you could enjoy in Vinpearl Phu Quoc United Center such as VinWonders, River Safari, Golf, and Spa Analysis 2.1 Internal Audit of Websites and Social Media When searching for the keyword Vinpearl, Google gives more than million results In which, the first page of results is the official website of Vinpearl and Google Map, respectively, showing the locations of Vinpearl close to our location The official website of Vinpearl provides general information about the company such as phone number, address, its services, recruitment information and company policies The com domain stands for commercial The original purpose of the com tail is for websites with commercial content, services, company and business introduction pages, etc Using the com extension so much also has many benefits First, it makes it easy for users to find the website address (URL) A lot of people can't remember the full URL of the website, instead they will try to find the name of the product/business/brand and add com at the end And of course, most of the cases are successful Second, many software and applications support popular domain extensions, especially com For example, mobile keyboard applications If the user needs to type in a box containing an email address or a website, the keyboard will automatically display a com button for faster and more convenient input Finally, because of their popularity, the price of com domains is very cheap, even the cheapest of all top-level domains Vinpearl website: https://vinpearl.com/vi Thus, the domain of the Vinpearl website meets the criteria ● Contains company’s brand name ● Short and easy to remember ● Does not contain special characters Vinpearl provides many pictures about their resort when you access Vinpearl.com, every picture describes many services that customers could enjoy in Vinpearl User-Friendliness is one of the most important aspects for any sort of content/ product The ‘Grandma Test’ exemplifies an ease of understanding of the nature of product (or content) to even the most casual of audience Even the most basic of individuals should be able to grasp what the product is, what it does, and what the organization is all about This helps simplify jargon and helps either eliminate, or simplify buzzwords It’s important for both the users and the developers of the product to not be overwhelmed by the language or presentation The idea is to facilitate the best process of communication This is what will lead to the sales of the product, and its popularity Here are a few questions we recommend using during a “grandma test ● ● ● ● ● ● ● What can you get from this site? Why should you get it from this site? How can you get it from the site? Characteristics of a User-Friendly Website Clear Structure, Navigation and Page Names Responsive and Compatible Design How will this product or service make your life better? What happens if I don’t get this product or service? With many facture: ● Consistent Look That’s Scannable ● Easily Recognizable Links ● Clear Calls to Action ● Simple Forms ● Accessible and Adaptive ● Thus, Vinpearl's website is user-friendly When we analyze Vinpearl website, we receive 51% from Pagespeed Insight Intercontinental Danang Sun Peninsula Resort (Da Nang) JW Marriott Hotel Hanoi (Hanoi) Languages: Vietnamese, English, Japanese, Korean, Chinese, Russian 128,741 followers 26.5K followers 1.03K subscribers Posting 8-10 news per month The content, images and posting time are similar to the Facebook fanpage Posting 2-3 videos per year Language: (variety) The Americas, International, Asia & Oceania, Europe 86,948 Followers 3782 followers 594 subscribers Posting 5-8 news per month The content, images and posting time are similar to the Facebook fanpage Posting 5-8 videos per year Content (in Vietnamese Posting 5- and English) news per and images month related to Content about employee services, social activities online booking and resort form, contact services information Content (in Vietnamese Posting 3-5 and English) news per and images month related to Content about hotel’s services, services, contact especially information, promotion online booking program and guest reviews Videos of services and customer experiences Videos of services and customer experiences Language: English, Chinese, Korean, japanese Four Seasons The Nam Hai Resort (Hoi An - Quang Nam) Posting 5-10 news per month Content about services, contact information, online booking Language: Vietnamese, English; online booking add Korean Vinpearl Resort Posting 5-10 Nha Trang (Nha news per Trang – Khánh month Hòa) Content about the company such as phone number, address, its services, recruitment information and company 42,631 followers 20.7K followers 45.1K subscribers Posting 13-15 news per month The content, images and posting time are similar to the Facebook fanpage Posting 8-10 videos per year Do not have Vinpearl Nha Trang Instagram Do not have Vinpearl Nha Trang YouTube Vinpearl Instagram with Vinpearl’s YouTube with 10.8 K subscribers Content (in Vietnamese and English) and images related to the hotel's services 28,804 followers Posting 8-10 news per month Content (in Vietnamese and English) and images related to the resort's services 10.7K followers The content, images and posting time are similar to the Facebook fanpage Videos of services and customer experiences Posting 5-10 videos per year Videos of services and customer experiences policies, online booking About tendencies: Due to COVID 19, travel trends have changed a lot People will prefer some kind of tendencies below Firstly, when traveling in the direction of social distance, tourists prefer to choose a deserted destination close to where they live so that they can arrange their own trip but still ensure safety Secondly, travelling in a small group is a way for tourists on tours to adapt to the current context Thirdly, health-oriented tourism is more popular in the travel industry, finding a trip which could restore their health after the COVID 19 is controlled will be a trend in 2021 Finally, replacing crowded tourist destinations with more remote, deserted places to visit or organize cycling and climbing tours Nowadays, travel agents are not only selling tours and tickets, but also acting as a source of information and knowledge About phase of the market A rising number of people search for information through the Internet by using their phones Ex: 70% of customers have researched travel information with their smartphones Young people tend to booking online Ex: 75% of end users booking tours are under 34 years old Of these, 41% are aged 25-34 and 34% are between the ages of 18-24 Changing in make a plan Ex: Instead of booking services long in advance to save costs like before, travelers will now tend to shorten the time to book services closer to the time of departure Vinpearl’s target market Vinpearl wants to serve Vietnamese customers to bring great experiences Many services such as golf, spa or Vinwonder for children could be suitable for families that have many children Besides, high-quality resorts also attract foreign customers 2.3 EXTERNAL AUDIT: Customers Vinpearl's customers are quite diverse, the company exploits both domestic and international customers International customers use the military 55% of the days, most of which are customers from developed countries of Asia (Japan, Korea), from Europe and America This source is a source of high payment and stability of hotels provided through tour operators and international travel agents The source of the hotel's content customers is mainly high-income customers, merchants or conferences, customer conferences of large enterprises In the general development trend of Vietnam, the source of domestic guests coming to stay at hotels is increasing rapidly, especially on weekends, holidays or summer With the most modern infrastructure system in the region and a wide promotion campaign through different media channels and important national and international cultural and artistic events are held At Vinpearl Land in the past and in the future, Vinpearl Resort & Spa has a strong attraction for domestic and foreign tourists who want to have a place of relaxation and entertainment with rich products to meet all needs and good services The prime location as well as the long-term investment and foresight have made Vinpearl Resort & Spa a great advantage compared to other resorts and resorts in the country as well as in the region There is no tourist or resort in Vietnam with the same scale, caliber and full range of services as Vinpearl Resort & Spa It is these advantages that have allowed Vinpearl Resort & Spa to continue to define its customers as high-income customers, merchants or seminars and customer conferences of large enterprises Vinpearl allows customers to book on applications such as Traveloka, Agoda or vietnam booking, This form of booking can be applied to both domestic and foreign customers- this is very convenient Moreover, when booking through these applications, customers also receive the best prices and attractive incentives but no need to queue to buy tickets or be afraid to "sold out" on peak days, receive vouchers and change tickets instantly without waiting 2.4 SWOT Strengths ● Being a member of Vingroup considered one of the largest, most famous and successful Opportunities ● The company has contributed capital to invest in other high-end real estate in Hanoi, Ho Chi Minh corporations in Vietnam ● The system of utility services here is also designed according to 5-star international standards ● In addition to resort facilities, Vinpearl also owns a system of Vinpearl Golf courses, a worldclass amusement park Vinpearl Land, a wildlife park of Vinpearl Safari, health and beauty care areas, and a health and beauty care system luxurious meeting rooms, with international quality cuisine restaurants, … City Ho Chi Minh City and other cities These projects are being implemented on schedule, promising to bring economic efficiency as well as build prestige for the Vinpearl brand ● Vinpearl is building a quality control system, a system to take feedback from guests so that they can pay attention to the habits and preferences of each individual in order to better serve guests ● Vinpearl has a professional staff Weaknesses ● Guests staying at Vinpearl Nha Trang will not be able to move to the mainland to have fun or take a tour of Nha Trang Almost all activities of eating - sleeping resting - playing are encapsulated in the Vinpearl complex on the island ● The preferential regimes for customers are not diverse Threats ● Competition in the luxury travel market segment is increasingly fierce ● The COVID-19 epidemic and social distancing affecting the tourism industry make tourists hesitant to travel or rent a hotel ● The needs of customers are increasing day by day, service quality must also be constantly evolving to meet the needs of customers Objective and KPI (Smart)  Brand awareness Objective: increase social media impression among new target audience  Company profit Objective: increase profit by promotion in social media  New customers Objective: attract new visitors using our services  Specific: What, When, Why what: increase 30% visitors to our Resort when: in Tet holiday why: we want to maximize our profit => increase 30% visitors in the summer holiday to maximize profit  Measurable: Make a plan for summer holiday, design posters for this occasion  Attainable: Advertising in social media such as Facebook, Instagram, Discount 10% for customers booking in applications We cooperate with companies in HCMC and before Tet holiday we provide some discount codes for employees working in these companies  Realistic: Receive 20 booking-forms in first week => increase 5%  Time bound: Impulse 10% visitors each month Strategies 4.1 SMO Social media optimization increases the visibility of Vinpearl social media profiles, Vinpearl social networking activity and published content so that it is found by people searching for information and resources that relate to your content Social media optimization helps drive traffic to your website or blog, makes it easier for others to share with their circle of influence, builds community around your brand and helps search engines index your social media profiles, social activity and blog posts more easily The bottom line is, you have to build online profiles via social media networks so that you can share the content you create on your website or blog Additionally, you add social media share buttons to allow other people to easily share your content 4.2 SEM Choose an ad type: Website traffic Select campaign type: Search Choose targeting and audience Choose start date and end date and people who we want to target in this campaign Budget for campaign Choose keyword Demo design for ad 4.3 SEO Improving a website’s presence in organic search engine results Once we are ready to start walking that SEO walk, it's time to apply those SEO techniques to my website, to improve These pages will start with everything from selecting an SEO-friendly domain name to best practices for internal links 4.4 Video about Vinpearl https://drive.google.com/file/d/12S_6666eRn0LBnIY1uCKsuasA92N2vPu/view? usp=sharing  Action plan (Calendar and Budget) 1month for tet 2022 Canlendar 1month for Tet 2022 Vinpearl spend 3000 dola for wedsite, 2000 dola for Facebook and 1000 dola for Instagram to run advertise through month for Tet 2022 Examples about Vinpearl (Facebook, Instagram)  Instagram: VINPEARL - TET FOR LOVER👨‍👩‍👦‍👦 Tet holiday is an opportunity for family members to gather and enjoy the best moments together So why don't you let Vinpearl keep those memorable moments for you Let's come to enjoy the best and most exciting experiences only at Vinpearl Best choice for you with your lover! #Vinpearltetholiday2022 #Vinpearl_resort_luxury #Travelvietnam Book now: https://tinyurl.com/2r87jt7a Hotline: 1900 23 23 89  Facebook post: TET HOLIDAY 2022 IS COMING - BOOK NOW FOR SURPRISE ! Vinpearl lovingly offers up to 30% of all hotels for you on Tet from 01.02 to 10.02.2022 Especially, 100 first customers will be given a luxury dinner at Wine Dinnerenjoy the French Culinary quintessential romance story Get ready for a jubilant Tet season with unique experiences when you visit Phu Quoc United Center this Spring with a special Tet booking program at Vinpearl Phu Quoc #Vinpearlvietnam #vinpearlluxury #Tet2022 Hotline for reservation: 094.9898.222 vinpearl.com  Video post Let's welcome Tet 2022 with great experiences with Vinpearl- where you will get dedicated and professional service from our staff At Vinpearl, creating special moments for your family is our mission -028 3971 8888 0967221499 Email: v.op-lm81@vinpearl.com References Bản cáo bạch (2007) https://ircdn.vingroup.net/storage/uploads/Tai%20lieu%20web %20Vinpearl%20cu/Document/Bancaobach2412.pdf? fbclid=IwAR13Xeg_YFPRuRqiR6dU8GKxxcMZlRS6O6cxLyugh0OrcsU4R N3SHDEN_1A Belskaya, A (2021, 12) How to optimize your URLs for SEO Retrieved from travelpayouts Blog: https://blog.travelpayouts.com/en/optimize-your-urls-forseo/ Đức, N V (2020, 15) Web động web tĩnh khác nào? Retrieved from Codegym: https://codegym.vn/blog/2020/05/15/web-dong-va-web-tinhkhac-nhau-nhu-the-nao/ Stim, R (n.d.) Connecting to Other Websites Retrieved from Stanford Libraries: https://fairuse.stanford.edu/overview/website-permissions/linking/ User-Friendly (2014, 29) Retrieved from TechTerms: https://techterms.com/definition/user-friendly ... Budget) 1month for tet 2022 Canlendar 1month for Tet 2022 Vinpearl spend 3000 dola for wedsite, 2000 dola for Facebook and 1000 dola for Instagram to run advertise through month for Tet 2022 Examples... let Vinpearl keep those memorable moments for you Let's come to enjoy the best and most exciting experiences only at Vinpearl Best choice for you with your lover! #Vinpearltetholiday2022 #Vinpearl_ resort_luxury... University for allowing us to participate in Digital Marketing class to gain more knowledge and make a project in this subject We would like to thank our instructor Mr.Jorge Martinez for always