PROJECT NAME DIGITAL MARKETING PLAN FOR VINPEARL

INTRODUCTION (HISTORY AND PRODUCTS)

Vinpearl is a renowned name in Vietnam's holiday destinations, offering a vast network of luxurious 5-star hotels, resorts, spas, and conference centers Their properties are situated on stunning beaches, in culturally rich areas, and in vibrant city centers, providing upscale dining and international-standard golf courses Vinpearl connects millions of travelers seeking exceptional experiences in beautiful locations across the country.

Vinpearl's key destinations in Vietnam, including South Hoi An, Nha Trang, and Phu Quoc United Center, offer unique experiences that cater to every traveler's dream vacation These locations feature exceptional accommodations, diverse entertainment options, culinary delights, shopping opportunities, and professional meeting services, all designed to create memorable experiences and connect Vietnam with the world.

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

TIEU LUAN MOI download : skknchat@gmail.com

About Vinpearl Phu Quoc United Center

Situated in the northern region of Phu Quoc Island, Vinpearl boasts a stunning location along Bai Dai Beach, providing exclusive sunset views and a luxurious coastal experience.

9 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 boasts elegant villa architecture and a lush landscape, providing an ideal setting for both relaxation and adventure Guests can indulge in the unique charm of the resort, where restaurants inspired by central coastal fishing villages offer fresh specialties that reflect the rich flavors 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

I NTERNAL A UDIT OF W EBSITES AND S OCIAL M EDIA

When searching for the keyword Vinpearl, Google gives more than 3 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.

Many users struggle to remember full website URLs, often resorting to searching for the product, business, or brand name followed by ".com." This common practice usually leads to successful results, making it easier for them to locate the desired website.

Many software and applications prioritize popular domain extensions, particularly com For instance, mobile keyboard applications enhance user experience by automatically displaying a com button when typing in fields for email addresses or websites, allowing for quicker 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

● 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 crucial for any content or product, as it ensures that even the most casual users can easily understand its purpose and functionality The 'Grandma Test' serves as a benchmark for this clarity, illustrating that even basic individuals should comprehend what the product is, how it works, and what the organization represents.

Simplifying jargon and reducing buzzwords is essential for effective communication between users and developers Clear language ensures that neither party feels overwhelmed, which ultimately enhances the user experience This clarity not only fosters better understanding but also drives product sales and boosts 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

● How will this product or service make your life better?

● What happens if I don’t get this product or service?

● Thus, Vinpearl's website is user-friendly

When we analyze Vinpearl website, we receive 51% from Pagespeed Insight

Vinpearl's website features an accessible online booking form on its homepage, allowing visitors to conveniently reserve services like hotels, flight tickets, hotel and airfare packages, as well as tours and experiences Users can also enter any applicable promo codes during the booking process.

Then select "Search" for service details and purchase service.

Various devices with search engines and wifi connections such as smartphones, laptops, computers, tablets, etc can easily access Vinpearl's website.

Interface Vinpearl's website for smartphones:

Interface Vinpearl's website for laptops/computers

Facebook: https://www.facebook.com/Vinpearl

YouTube: https://www.youtube.com/channel/UC2tvH7ONGc-UTyEeVg-ojfQ Instagram: https://www.instagram.com/vinpearl.official/?hl=vi

Thus, the URLs of Vinpearl's social networking sites have similarities and differences:

● Similarities: Protocol, Sub Domain, TLD

A dynamic website features content that can change in real-time, allowing users to interact with the page and modify its display without the need to refresh.

Dynamic web pages are increasingly popular, especially on shopping platforms like Tiki and Lazada, as well as social media sites like Facebook and Twitter These websites allow users to interact seamlessly by clicking icons such as Like, Subscribe, or posting comments without needing to reload the page This instant content updating enhances user experience and effectively merges the functionality of websites with that of desktop software.

Thus, Vinpearl's website is Dynamic Web because there is always a lot of new content, visitors can read and interact with the page.

Most often, a website will connect to another in the form of a link (also known as a

A hypertext link is a coded word or image that directs users to another webpage when clicked Links can be classified as internal, leading to another page within the same site, or external, connecting to a different site Importantly, you do not need permission to create a standard link to another website's homepage.

Vinpearl's website allows visitors to choose the language: English or Vietnamese.

Particularly, the online booking page has Korean language.

The form to register Customer Data and email:

EXTERNAL AUDIT: C OMPETITORS OF W EBSITES AND S OCIAL M EDIA

Media About Market and Competitor

The accommodation business is a highly competitive market focused on providing rental services for tourist lodging This sector encompasses the activities of establishments that offer not only accommodation but also food and additional services to meet the temporary needs of travelers in various regions, including provinces and developing countries.

Vietnam's tourism sector has seen significant growth, leading to substantial investments and modernization of tourist accommodation facilities This evolution aligns with the country's socio-economic development and aims to meet the rising demands of travelers, particularly following the nation's renovation and opening up.

The tourism industry, particularly in key tourist areas, has actively harnessed internal resources and attracted investment from various economic sectors to enhance infrastructure and technical facilities This includes the development of tourist accommodation establishments Over the years, significant efforts and investments have led to substantial improvements in the tourism infrastructure, contributing to the overall growth of the sector.

TIEU LUAN MOI download : skknchat@gmail.com accommodation establishments in Vietnam has grown in terms of both quantity and quality.

The landscape of tourist accommodation has diversified significantly, with options such as Airbnb, homestays, boutique hotels, and time-share models gaining popularity The influence of digital technology is becoming more pronounced in the accommodation sector, highlighted by the rise of online bookings, electronic payments, and the integration of smart technology in managing and enhancing guest services.

Vietnam's tourist accommodation establishments have played a crucial role in hosting significant events, including the APEC 2017 summit, the US-North Korea summit in Hanoi, the ASEAN Tourism Forum 2019 in Ha Long, and the United Nations Vesak Day 2019 These contributions highlight Vietnam's capability and reliability as a host nation for major global events, reinforcing its position as a friendly and peaceful partner in the international arena.

On March 11, 2020, the World Health Organization (WHO) declared COVID-19, caused by the SARS-CoV-2 virus, a global pandemic This declaration significantly impacted the tourism industry, particularly the accommodation sector, including hotels, resorts, and homestays, which faced severe declines in both international and domestic tourist numbers due to widespread concerns about the virus's transmission.

A recent report from the Department of Tourism (VNAT) indicates that the resurgence of the COVID-19 pandemic has led to millions of tourists postponing or canceling their travel plans Specifically, Hanoi has seen approximately 32,000 customers cancel domestic tours, while Ho Chi Minh City has reported over 35,000 canceled travel programs, including package tours, optional tours, and various services such as hotels, air tickets, and attractions.

The Ministry of Culture, Sports and Tourism ranked the top 4 best 5-star hotels in the "Vietnam Tourism Awards 2019" ceremony.

● Intercontinental Danang Sun Peninsula Resort (Da Nang)

● JW Marriott Hotel Hanoi (Hanoi)

● Four Seasons The Nam Hai Resort (Hoi An - Quang Nam)

● Vinpearl Nha Trang (Nha Trang - Khanh Hoa)

Languages: 128,741 26.5K 1.03K Vietnamese, followers followers subscribers English,

Posting 8-10 The content, Posting 2-3 Japanese, news per images and videos per Korean, month posting time year

Intercontinental are similar to Danang Sun Russian

Content (in the Facebook Videos of Peninsula

Posting 5- 7 Vietnamese fanpage services and

Resort (Da and English) customer news per Nang) and images experiences month related to Content about employee services, social activities online booking and resort form, contact services information

(variety) The Followers followers subscribers Americas,

Posting 5-8 The content, Posting 5-8 International, news per images and videos per Asia & month posting time year

Hotel Hanoi Posting 3-5 Vietnamese fanpage services and and English) customer

(Hanoi) news per and images experiences month related to Content about hotel’s services, services, contact especially information, promotion online booking program and guest reviews.

Language: 42,631 20.7K 45.1K English, followers followers subscribers Chinese,

Posting 13-15 The content, Posting 8-10 Korean, news per images and videos per japanese month posting time year

Content (in Videos of news per the Facebook

Resort (Hoi An month Vietnamese fanpage services and

- Quang Nam) and English) customer

Content about and images experiences services, related to the contact hotel's information, services. online booking

Language: 28,804 Do not have Do not have

Vietnamese, followers Vinpearl Nha Vinpearl Nha English;

Posting 8-10 Trang Trang online booking Instagram YouTube. add Korean news per month Vinpearl Vinpearl’s

Trang – Khánh news per with with 10.8 K

Content about and images followers Posting 5-10 the company related to the

Enhance your online presence by sharing engaging videos and images that showcase your resort's services and amenities Optimize your Facebook fan page to attract customers by posting relevant content at strategic times, ensuring that your audience receives valuable information and experiences related to your offerings.

TIEU LUAN MOI download : skknchat@gmail.com policies, online booking

About tendencies: Due to COVID 19, travel trends have changed a lot People will prefer some kind of tendencies below

When planning a trip while maintaining social distance, travelers often opt for secluded destinations near their homes, allowing them to organize their own journeys while prioritizing 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.

Travelers are increasingly opting to book services closer to their departure dates rather than planning well in advance to save on costs, reflecting a shift in booking behavior.

Vinpearl aims to provide exceptional experiences for Vietnamese families by offering a range of services, including golf, spa treatments, and Vinwonder, which caters specifically to children Additionally, its high-quality resorts are designed to attract international visitors, ensuring a diverse and enjoyable stay for all guests.

EXTERNAL AUDIT: C USTOMERS

Vinpearl caters to a diverse clientele, attracting both domestic and international customers International guests account for 55% of bookings, primarily hailing from developed Asian countries like Japan and Korea, as well as Europe and America This segment contributes significantly to hotel revenue, with bookings facilitated through tour operators and international travel agents The hotel's primary customers are high-income individuals, including business travelers and conference attendees from large enterprises Additionally, the trend of domestic tourism in Vietnam is on the rise, particularly during weekends, holidays, and summer vacations.

Vinpearl Resort & Spa, equipped with the region's most modern infrastructure, attracts both domestic and international tourists seeking relaxation and entertainment Through extensive promotional campaigns and hosting significant cultural and artistic events, Vinpearl Land offers a diverse range of services and experiences that cater to all visitor needs.

Vinpearl Resort & Spa stands out as a premier destination in Vietnam, thanks to its prime location and strategic long-term investment Offering an unparalleled scale and a comprehensive range of services, it surpasses other resorts in the country and the region These unique advantages attract high-income clients, including business professionals and large enterprise conference attendees, solidifying Vinpearl Resort & Spa's reputation in the luxury market.

Vinpearl offers convenient booking options through popular applications like Traveloka, Agoda, and Vietnam Booking, catering to both domestic and international customers By using these platforms, guests can secure the best prices and attractive incentives without the hassle of long queues or the worry of sold-out tickets on peak days Additionally, customers benefit from instant voucher delivery and hassle-free ticket changes, enhancing their overall experience.

SWOT

As a member of Vingroup, the company plays a pivotal role in the real estate sector, significantly investing in some of the most prestigious and successful high-end properties in Hanoi and Ho Chi Minh City.

TIEU LUAN MOI download : skknchat@gmail.com corporations in Vietnam City Ho Chi Minh City and other

The implementation of utility service systems in cities is progressing on schedule, aiming to meet 5-star international standards These projects are designed to enhance economic efficiency and improve overall infrastructure.

● In addition to resort facilities, prestige for the Vinpearl brand. Vinpearl also owns a system of

Vinpearl is dedicated to enhancing guest experiences by developing high-quality Vinpearl Golf courses and a world-class amusement park, while also implementing a feedback system to understand individual preferences The Vinpearl Safari wildlife park and comprehensive health and beauty care services are designed to cater to the unique habits and needs of each visitor Additionally, Vinpearl offers luxurious meeting rooms and international quality cuisine in its restaurants, ensuring exceptional service and satisfaction for all guests.

Guests at Vinpearl Nha Trang are finding it increasingly challenging to access mainland attractions or enjoy competitive tours in Nha Trang, as the luxury travel market becomes more saturated.

The COVID-19 pandemic has significantly impacted the tourism industry, leading to changes in eating, sleeping, and social distancing behaviors As a result, potential tourists are feeling hesitant to travel or book hotels, particularly in the Vinpearl complex on the island.

● The needs of customers are

● The preferential regimes for increasing day by day, service customers are not diverse. 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

Make a plan for summer holiday, design posters for this occasion.

Advertising in social media such as Facebook, Instagram,

Discount 10% for customers booking in applications.

We cooperate with 3 companies in HCMC and before Tet holiday we provide some discount codes for employees working in these companies.

Receive 20 booking-forms in first week

STRATEGIES

SMO

Social media optimization enhances the visibility of Vinpearl's social media profiles and activities, making it easier for users to find relevant information and resources This strategy drives traffic to the website or blog, facilitates sharing within users' networks, fosters community engagement around the brand, and improves the indexing of social media profiles and content by search engines.

To enhance your online presence, it's essential to establish profiles on social media platforms where you can promote the content from your website or blog Furthermore, incorporating social media share buttons on your content will facilitate easy sharing by others, increasing your reach and engagement.

SEM C HOOSE AN AD TYPE : W EBSITE TRAFFIC

Choose an ad type: Website traffic

Choose start date and end date and people who we want to target in this campaign

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.

V IDEO ABOUT V INPEARL

https://drive.google.com/file/d/12S_6666eRn0LBnIY1uCKsuasA92N2vPu/view? usp=sharing

ACTION PLAN (CALENDAR AND BUDGET) 1MONTH FOR TET 2022 .27 6 EXAMPLES ABOUT VINPEARL (FACEBOOK, INSTAGRAM)

Vinpearl spend 3000 dola for wedsite, 2000 dola for Facebook and 1000 dola for Instagram to run advertise through 1 month for Tet 2022.

6 Examples about Vinpearl (Facebook, Instagram)

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!

Book now: https://tinyurl.com/2r87jt7a

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

Dinner-enjoy 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.

Hotline for reservation: 094.9898.222 vinpearl.com

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.

Email: v.op-lm81@vinpearl.com

Bản cáo bạch (2007) https://ircdn.vingroup.net/storage/uploads/Tai%20lieu%20web

%20Vinpearl%20cu/Document/Bancaobach2412.pdf? fbclid=IwAR13Xeg_YFPRuRqiR6dU8GKxxcMZlRS6O6cxLyugh0OrcsU4R N3SHDEN_1A.

URLs play a crucial role in SEO as they inform search engines about the content of a page, impacting site rankings and visibility An effective URL structure includes a clear slug derived from the page title, making it readable and concise, ideally between 50 to 60 characters Incorporating 1-2 relevant keywords can enhance visibility, while avoiding special characters and numbers ensures a clean URL Using hyphens for word separation and lowercase letters prevents issues with duplicate content Additionally, categorizing content with subfolders and implementing 301 redirects for broken URLs help maintain site integrity Lastly, adding a favicon improves user experience, aiding brand visibility Following these best practices can significantly boost your site's performance in search results.

Stim, R (n.d.) Connecting to Other Websites Retrieved from Stanford Libraries: https://fairuse.stanford.edu/overview/website-permissions/linking/

User-Friendly (2014, 1 29) Retrieved from TechTerms: https://techterms.com/definition/user-friendly

Tiêu đề	Digital Marketing Plan For Vinpearl
Tác giả	Phạm Thị Kim Ngân, Phan Quỳnh Anh, Nguyễn Thị Mai Linh
Người hướng dẫn	Mr. Jorge Martinez
Trường học	Hoa Sen University
Chuyên ngành	Digital Marketing
Thể loại	Final Report
Năm xuất bản	2021
Thành phố	Ho Chi Minh City

Định dạng
Số trang	34
Dung lượng	3,38 MB