(Luận văn đại học thương mại) internship report online marketing for hoangviettravel

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING COURSE: 2015-2018 Nguyen Duy Hung - Marketing INTERNSHIP REPORT “Online Marketing for HoangVietTravel.” Working period from March 2018 to May 24 2018 Tutor in University Tutor in Company MR NGUYEN HOANG MR LA TIEN DUNG Prof CORINNE MONTOYA MRS CAO HOAI HUONG HA NOI - 2018 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT During my internship period, I learned a lot about the marketing knowledge at the company, communication skills, working experience in a competitive environment as well as real life First of all, I would like to express my gratitude to Hoang Viet Travel Company for helping me complete successfully the report "Online Marketing for Hoang Viet Travel Company", especially with the help of staffs in the company After that, I would like to express my gratitude to those who helped me a lot in the process of completing the report: Ms Cao Hoai Huong- Manager of Marketing Department at Hoang Viet Travel Company and she is also my instructor Prof Corinne Montoya - Jean Moulin Lyon University Mr Tien- Advisor for my report Mr Nguyen Hoang- Instructor for my report Under their guidance I could write and complete the report successfully Finally, I would also like to thank all the staffs of Marketing and Sales Department of Hoang Viet Travel Company for helping me in the implementation of this report With limited time, knowledge and experience, the report will inevitably make mistakes I would like to receive valuable comments from teachers so that I can improve my knowledge I would like to sincerely thank you ! LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SUMMARY My internship report was named "Online marketing for HoangVietTravel", my report aims to contribute some ideas about building online marketing for Hoang Viet Travel Company The internship report will be divided into chapters In the first chapter, I will introduce briefly about Hoang Viet Travel Joint Stock Company In the next chapter, I will describe in detail the work that I have done during my internship In the final chapter, I evaluated the results of the internship and the experience that I have learned from internship period LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS ACKNOWLEDGEMENT SUMMARY TABLE OF CONTENTS CHAPTER I: INTRODUCTION ABOUT HOANG VIET TRAVEL COMPANY 1.1 Company background: 1.2 Business activities of Hoang Viet Travel Company: .5 1.3 Some branches of Hoang Viet Travel Company: 1.4 The objective, quality and price of Hoang Viet Travel Company: .7 1.4.1 Objectives: 1.4.2: Quality and Price: 1.4.3: Company strategy in the future: 1.5: Outstanding achievements of Hoang Viet Travel Company: CHAPTER II: DETAILED DESCRIPTION OF THE INTERSHIP RESPONSIBILITIES 2.1 The expectations during internship period: 2.2: Analysis of tourism market in Vietnam: 2.2.1: Macro environment: 2.2.2: Micro-environment: 12 2.3: SWOT analysis: 15 2.4: Marketing mix of the Hoang Viet Travel: 17 2.5 Description of the tasks given during the period of internship: 19 2.5.1 Market Segmentation: 19 2.5.2 Target customers: 20 2.5.3 Stimulate consumption to boost sales: 20 2.5.4 Search for posts and comments of customer about travel destinations: .23 2.5.5 Build the post ads on google to promote brand of the company 25 2.5.6 Build a good relationships with agents that supply the source of customers to the company 26 CHAPTER III: RESULTS ACHIEVED DURING THE INTERNSHIP 29 CONCLUSION 31 REFERENCES 32 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER I: INTRODUCTION ABOUT HOANG VIET TRAVEL COMPANY 1.1 Company background: The company has full name is: Hoang Viet Investment - Transport - Tourism Joint Stock Company The company was established in 2005 and inherited the nationwide distribution system all over the country Hoang Viet Travel is also a prestigious company in the design, organization of special programs required by customers from all over the world, such as: Asia, Europe, America, etc Business Name: Hoang Viet Travel., JSC Address: No 93 , Hong Ha Street, Ba Dinh District, Hanoi Phone number: (024) 37633222 - 38372626 Date of establishment: 1/2005 Business Code: 0101594871 E-mail: tour@dulichvietnam.com.vn Website: https://tour.dulichvietnam.com.vn Director: Mr Vu Quyet Thang LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1.2 Business activities of Hoang Viet Travel Company: Type of business: Hoang Viet Travel is a travel company The company is one of the best travel companies in the field of organizing and providing tours The main tour programs of Hoang Viet Travel are mainly domestic tours and foreign tours - Domestic tourism: Domestic travel Department of Hoang Viet Travel Company always provides domestic tours with reasonable price and high quality service Include: • Tourism, relaxation and ecotourism • Tourism festivals • Tourism combines the organization of teambuilding activities - Foreign tourism: Foreign travel Department of Hoang Viet Travel Company was established in October 2005 The Foreign Travel Department is responsible for organizing tours for both individuals and organizations with the best quality and reasonable price Mission of the company: - Hoang Viet Travel Company operates in the field of travel, so their mission is customer service and bringing convenience to customers (save time and money …) Besides, they also want to bring the best quality for everyone With the message "Do not provide cheap and poor quality services to customers", Hoang Viet Travel always provide customers with the best products - Hoang Viet Travel Company always strives to maintain its position as one of the best tourism companies in Vietnam and the region in terms of price, quality and prestige - The company has a lot of valuable resources, such as: strong finance situation, experience and prestige in the field of tourism, close relationships with partners around the world, dynamic and professional staffs Hoang Viet Travel Company always tries to bring customers the most valuable travel products LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Revenue and human resources of the company: - Revenue: The Company was founded by the investment cooperation of prestigious brands in the tourism industry We are one of the best travel companies in Vietnam with average annual revenues of company in 2014-2015 is 300 billion VND - Human resources: Company has valuable and dynamic human resources The staff of the company has been trained very professionally and enthusiastically with customers The number of staffs in 2016 is more than 250 people - Departments of the company  Organization chart of Hoang Viet Travel Company: DIRECTOR VICE DIRECTOR MARKETING VICE DIRECTOR SELLING ĐIỀU HÀNH DEPARTMENT TOUR DEPARTMENT TOUR OPERATORS ACCOUNTING DEPARTMENT - On the other hand, Hoang Viet Travel Company includes many different departments such as: Reception Department, Accounting-Finance Department, Sales Department, Tour Operator Department, Marketing Department, Domestic Tourism Department, Foreign Tourism Department 1.3 Some branches of Hoang Viet Travel Company: The company has a distribution network all over the country, such as: Hanoi, Hai Phong, Da Nang, Ho Chi Minh and a lot of representative offices in many countries Accordingly, the company wants to promote the image of tourism in Vietnam to different countries Ha Noi: 93 Hong Ha Street, Ba Dinh District, Ha Noi (Tel: 37633222) 94 Tran Vi Street, Cau Giay District, Ha Noi (Tel: 37165656) Hai Phong: 22 Ly Tu Trong Street, Hong Bang District, Hai Phong Ho Chi Minh City: Phan Ke Binh Street, District, HCMC (Tel: 39117050) Da Nang: LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 76 Bach Dang Street, Hai Chau District, Da Nang 1.4 The objective, quality and price of Hoang Viet Travel Company: 1.4.1 Objectives: The company has been looking for other markets in different provinces to open many branches to expand distribution channels all over the country Hoang Viet Travel Company is trying to gain more revenue than previous year The company has set out a lot of plans to implement the objectives of the company 1.4.2: Quality and Price: Hoang Viet Travel Company always strives to have the most competitive prices for the highest quality and professional services The company has close relationships with airlines, shipping company, car travel suppliers so the company can always prepare in transport The company has also signed a lot of contracts with hotels, resorts and other support services with special preferential price The following factors have created a special advantage in terms of price and quality of our tours, such as: the staffs are honest, experienced and knowledgeable; along with the policy always putting PRESTIGE on top 1.4.3: Company strategy in the future: The company will continue to invest and expand both domestic and foreign tourism, looking for prominent locations to improve new tours for customers For foreign tours, the company has been trying to co-operate with a number of branded travel companies in the country In addition, the company is going to open more branches in some countries to be able to add a lot of tour programs that are suitable for customer’s demand For domestic tours, the company has been expanding its customer network, trying to open a number of branches in many provinces to meet the needs of visitors The company should focus on diversifying tour programs, building a brand with solid foundation in the hearts of consumers 1.5: Outstanding achievements of Hoang Viet Travel Company: - Top Brands 2014 - High quality products and services - Top 100 reliable suppliers in Vietnam … LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER II: DETAILED DESCRIPTION OF THE INTERSHIP RESPONSIBILITIES 2.1 The expectations during internship period: - Study and work in a professional environment in the field of Marketing through online marketing at the company - Practice skills and learn from my colleagues in the Marketing department as well as in the company - Experienced in a practical environment and apply effectively the knowledge into the work - Expand the relationship with customer, coworkers…; access to the field of Marketing in real life I chose Marketing Department when I had an internship period at Hoang Viet Travel Company, because of the following reasons:  First of all, this is the Department where I can apply the knowledge I have learned in my university It can be a place where I could develop my strengths and be able to work with my major  Second, this is an good environment that I can accumulate more about the experience during my internship period  Third, the marketing department is a high-promoted department It also gave me opportunities to experience, communicate with customers as well as experience employees in the Marketing Department  Finally, when doing the marketing and especially doing online marketing, I could be creative and had good opportunities in a professional environment 2.2: Analysis of tourism market in Vietnam: 2.2.1: Macro environment: Economy: In Vietnam, Rate of economic growth in 2016 slowed to 6.21%, lower than the rate of economic growth in 2015 – 6.68% The reason is that the mining industry (crude oil, coal), which is the strong contribution to economic growth of Vietnam, sharply dropped to 5.90% Agriculture industry grew at a slower rate of 1.36% (the lowest level since 2011) due to bad weather conditions and environmental pollution LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com competitors are doing a good job that is balancing both domestic and foreign markets to meet the needs of customers Customers of Hoang Viet Travel in other provinces: The company has decided to have a lot of preferential policies for other provinces This is considered a smart strategy of Hoang Viet Travel With the rapid urbanization in Vietnam, people in these areas are becoming increasingly living standard and they are willing to pay for the quality services 2.5.2 Target customers: The company has plans for all ages, but the target customers of compnay are the young and clients who are already employed and have the ability to pay for the service 2.5.3 Stimulate consumption to boost sales: When sellers want to stimulate new products and products in list of the campaign These are the products that need to be speeding up sales  Post advertising for the facebook page of company Customers can search information about highlight destinations on the facebook page of company https://tour.dulichvietnam.com.vn/ - Use websites and applications such as: google.com, facebook, instagram to search images, videos that related to destinations where the company has been advertising to the customer - Some software to edit photos and videos, such as: GiliSoft Video Editor, Photodex Proshow Producer, PhotoshopCS6 GiliSoft Video Editor: 21 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Photodex Proshow Producer: -Write content for product’s post - Schedule and include detailed information about the product containing the location, and we can insert links to the page of the company: • Scheduled postings when there is a lot of interaction with Internet users 19h - 20h Vietnam time (avoid peak hours in Vietnam) 8h - 10h Vietnam time 22 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Advertisement for zalo -Search for customers who need to use the tour service on Zalo - Sending advertising boardcast to customer's zalo addresses - Writing content for the product through the Boardcast includes: • Information about travel tour to promote sales (photos, review of travel destinations tour) • Include other products in the "campaign to stimulate sales" • Link to the company page • Scheduled postings when there is a lot of interaction with Internet users From 7PM - 8PM (avoid peak hours in Vietnam) And 8AM - 10AM GMT +7 Why did the company give me this task? - First, I have experience writing content Previously, I worked in some offices and I was trained to write content I have the ability to write content that fits my company's product - Secondly, they are in need of graphic designer for post ads At first, I had difficulty using the photo editing tools or video Although, I already know about it After a training process, I was confident and I used these tools proficiently - Finally, because of the company's personnel structure Result: 23 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - This activities will promote sales and attract customers to find more informantion, and then they will contact to the saller of company when they want to travel - Increase interactive value on page company - Advertising brand of company to customer 2.5.4 Search for posts and comments of customer about travel destinations: - Search for high-interaction articles through google.com, facebook.com, zalo, instagram - Look for customers who want to travel or use the service through the pages of competitors - Search for information of customer through the pages or travel groups on facebook such as: dulich.me, travelHM, HoiDuLich After that, use the software ATP SOFTWARE & GET COMMENT FACEBOOK to filter the information customer who want to travel  ATP SOFTWARE: - It is a software that was developed to support business’s activities, the objective of company is promoting marketing activities on Facebook In particular, the software will assist you in collecting customer data through the interactions that they perform on an article, a personal page, a fan page or a group The collected data will be the UID of user accounts of these clients What will Simple UID for you?  Find quickly a group of qualified customer to conduct effective advertising programs  The result is a list of customers that really need your product or service  Take advantage the sources of competitors' customers (scans information from the group, the page or the website of competitor, then advertise your services) Function:  Scan UID list of users  Delete the user's UID from the group  Scan the UID of a group to get the membership information  Scanning interaction (filter comment, filter like ) 24 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Scan and evaluate interaction: Scan articles that have a lot of like and comment on pages such as travel sites/ groups or competitor sites Evaluate and scan customer information who have the demand of tour (including email, phone number, address of customer) 25 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Synthesize customer information into excel sheet and send to Sales department Why did the company give me this task? - They need a manager for this job - Because of the company's personnel structure - At the beginning of the internship, they trained the most basic things They will train through some search engine software Result: - This work has brought a large customer to the sales department In addition, the company can also advertise the brand to customers who wish to use the service - Beside, we can build lists and build relationships with customers 2.5.5 Build the post ads on google to promote brand of the company  Besides some social channel such as facebook, website, zalo… Hoangviettravel also uses business.google.com to advertise the travel tour program of the company  Get access to the company's bussiness.google.com page - check the plan information for products that need to be advertised and change the information, post ads for the product 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Write content  Edit the photo to suit the ad product  Summarize and plan for the next product 2.5.6 Build a good relationships with agents that supply the source of customers to the company  Seeking agents on traveling pages, the pages of traveling companies, competitor pages, etc  Build up long-term relationships and incentives for agents  Updates on new tours and tour programs that need to boost sales  Set up program information - Schedule in administrative time: From 9AM to 11AM GMT +7 And 3PM - 5PM (avoid peak hours in Vietnam) 2.5.7 Google Advertising:  Get access to the company's gg adword account - make the ad campaign for products that need to be boost sales or new products that need to reach customers  Run the campaign for a period of time and then evaluate the results obtained - Function:  Help your product be seen on the website  Approach the object you want  Performance measurement  Check how your ads are performing  Test your ads  Always control your budget Look for words that customers often search on google.com through support pages such as: keywordtool.io, wordstream.com, adwords.google.com, moz.com/explorer, kwfinder.com… 27 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Copy the words that customers search into the excel sheet Filter out keywords that match your company's product Check customer search through the adwords tool of the page Evaluate, comment, and place high-traffic or average-search keywords in the same group  Make the advertising campaign for the company's tour products: Create advertising groups Make advertising templates Put the appropriate keywords into each ad group Adjust your budget and bid for each ad group  Evaluate and adjust your bids for each keyword after a period of time:  Study the keywords on google website for each campaign and ad group for the 28 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com tour program product that is running Comment and enhance the quality of the page as well as the bid to always ensure the frequency of the page is always in the top in the search of the customer  Install extensions for an advertising campaign:  Install extensions for ad campaigns, ad groups… to show the quality of the page and minimize your keyword bids to save your company's budget Call extensions Message extensions Callout extensions Sitelink extensions Why did the company give me this task? - After an internship at the company, They see me using proficient software Besides, they also see me work hard and high efficiency They decided to give me a new job - They also need a manager for this job - Previously, I was learned about e-marketing Therefore, this is one of the reasons they give this job to me I encountered some difficulties when I used it: - Adjust keywords - Create ad templates - Adjust budget Result: - Bring a large number of customers to the company - Create competition with competitors on the search page - Advertising brand of company to customer - Save the budget for the company - Bring high profits to the company Some suggested solutions for the company: - First, when you use google advertising it has many disadvantages Some customers will click on your website but they will leave after two seconds It will cause the company to lose its budget and not be able to sell the product Therefore, the company should pay more attention to the quality of the website Beside, the company can install to stop these customers - The company should improve the utility features to save budget Note when using google advertising:  Daily budgets should not be too high  CPC - cost per click  Keywords  Content Post on travel pages, advertising pages, travel forums, etc  Write content 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Insert link to the company's website  Summarize and plan for the next post CHAPTER III: RESULTS ACHIEVED DURING THE INTERNSHIP  Results achieved and contributions for Hoang Viet Travel JSC: - After months internship in the company, I achieved some results and contributed as follows: Contribute to the promotion of the tours which I am in charge of the potential clients Attract and find a large number of visitors who have the demand about products of the company Build up the content for many quality posts on facebook, zalo, business gg, etc Contribute to the implementation of search engine optimization, helping to raise the level of Google's awareness with the website of the company Search for some source agents to purvey potential customers for the company  Some skills I learned and practiced during the internship:  Using online marketing tools: - To ensure that trainees are able to complete the online marketing work effectively, The Company also provides and guides me on how to use online marketing tools such as: google adwords, SEO, create post ads for the product, simple uid After being equipped with the knowledge of online marketing, I applied it into my work and now I have mastered these software  Planining and time management skills: - After receiving the assigned tasks, I used office software such as Microsoft word, Microsoft excel to plan and synthesize the results for each job In addition to time guided by the company, I also learned and applied it effectively to save time that the results are still guaranteed to be the best  Writing Skills: - This is an indispensable skills for my work At first, I researched the target customers and then edited the marketing content to suit the customer  Communication Skills: - As a trainee at Hoang Viet Travel JSC, I have been trained in communication skills for my future work This is essential for my future work  The advantages and disadvantages in assigned task performance:  The advantages: - Get the help, guidance from all of staffs in the Marketing Department - Participate in online marketing courses - Learning, discussing, and enhancing my professional knowledge 30 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Get more knowledge in the field of online marketing - The company environment is cool, clean, modern equipment to facilitate the work process at the company 31 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Be interne in a dynamic, professional, friendly and comfortable working environment  Difficulties encountered: - Online marketing is quite new to students, so it is not easy to use proficiently online marketing tools - This is the first time I have practiced at work environment with the actual collision,so when starting with work can not avoid the confusion at first I tried to stay calm, confident and actively communicate with people to feel more comfortable Besides, I observe the way of working in the department to get familiar with the work - The first difficulty, because this is marketing online on the website, facebook should use the software to edit photos & videos a lots It took me some time to learn under the guidance of my colleagues in the department Plus, I also research and learn more about the software suitable for work - Next is the terminology specialized in information technology Besides, the languages used in the tourism industry are also a big obstacle for me I spent a lot of time researching and reaching out to potential customers - Finally, due to the high volume of work, the members in the department not have much time to guide and answer my questions  The accumulated experience: During my internship at Hoang Viet Travel JSC, I was honored to practice and learn in the marketing department under the guidance of my colleagues I have gained a lot of practical experience There are many difficulties that I encountered while working There are many differences between theory and practice so it is very useful for my future work  It is necessary to set up a plan each day to use a reasonable time fund  When assigned tasks, I have to adjust the time and plan accordingly to the timetable, as well as prepare carefully from the smallest details his will help us to create a professional working style, always in the ready and confident  In addition, when things are well- prepared, we can anticipate the risks, which are easier to achieve success  Improved communication skills When communicating with colleagues in the department, I learned to listen and solve problems through communication When working with a team, pay attention to the members' opinions, listen and share with other members of the group to achieve the best results  Use some relatively good software tools to serve the purpose of work  Some important knowledge related to online marketing & marketing in practice  Be approach the culture of the business when entering any organization This helps me get on well the organization in an easy way 32 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 33 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CONCLUSION During my internship time at Hoang Viet Travel JSC, under the guidance of Mrs Cao Hoai Huong and my colleagues in Marketing Department, I gained a lot of valuable practical experience I have the opportunity to apply some marketing knowledge throughout the college years into the actual work This report briefly introduces Hoang Viet Travel JSC, analyzing the company's tourism market and shows some online marketing activities for Hoang Viet Travel Using online marketing tools, running advertising on website pages, facebook ads really is not easy When I started working, I realized the difficulty and difference between theory and practice Therefore, the internship process has brought me a lot of useful things for my future work Once again, I would like to express my gratitude to Hoang Viet Travel Joint Stock Company, my supervisor, my colleagues for giving me the opportunity to work in the company and always give me the best advice I would like to thank all my teachers and instructors at Vietnam University of Commerce who have guided me with valuable knowledge that I can apply in my practical work as well as my internship 34 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com REFERENCES Hoang Viet Travel Company profile Retrieved from: http://www.hoangviettravel.com.vn Vietravel Company profile Retrieved from: https://www.vietravel.com/ 3.Information in Vietnam: economy, market, population, gdp Retrieved from: http://vneconomy.vn/ 35 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... My internship report was named "Online marketing for HoangVietTravel" , my report aims to contribute some ideas about building online marketing for Hoang Viet Travel Company The internship report. .. Advisor for my report Mr Nguyen Hoang- Instructor for my report Under their guidance I could write and complete the report successfully Finally, I would also like to thank all the staffs of Marketing. .. would like to express my gratitude to Hoang Viet Travel Company for helping me complete successfully the report "Online Marketing for Hoang Viet Travel Company", especially with the help of staffs