THE UNIVERSITY OF DANANG UNIVERSITY OF ECONOMICS FACULTY OF MARKETING GRADUATION THESIS Developing marketing communication planning to enhance the engagement of user at Green Beli Community Acad.
THE UNIVERSITY OF DANANG UNIVERSITY OF ECONOMICS FACULTY OF MARKETING - - GRADUATION THESIS Developing marketing communication planning to enhance the engagement of user at Green Beli Community Academic advisors: MBA Chu My Giang Student : Nguyen Tan Tai Class : 42K12.2 - CLC Da Nang, May 31st 2020 ACKNOWLEDGEMENT My internship at Green Beli is an opportunity for me to study and improve my professional competence Therefore, I am a fortunate person because I have been allowed to be part of it I am always grateful for having the chance, through this internship, to meet many wonderful people and professionals who lead me along I want to express my sincere thanks to Mr Khoa Nguyen - CEO, which directly guided me during the internship Although Mr Khoa is very busy with his work, there is still a significant amount of time to guide and help me carry out my work in an effective and influential way Especially teach me some engaging lessons in business In addtion, I thank the enthusiastic help of all Green Beli employees Besides that, I convey my sincere gratitude to the Faculty of Marketing in The University of Da Nang - University of Economics Especially, I would like thank to my advisor MBA Chu My Giang She gave me very detailed instructions to make my theoretical base as specific as possible, besides giving me much advice to put my thesis on the right track I find the skills and experience in the internship period very helpful in career development I will use these acquired skills to develop in the best direction and improve them to achieve career goals Sincerely, Nguyen Tan Tai Da Nang City, Viet Nam Table of content ACKNOWLEDGEMENT CHAPTER LITERATURE REVIEW 1.1 Marketing communication 1.1.1 Definition 1.1.2 Marketing communication objectives 1.2 The components of marketing communication 1.2.1 Advertising .9 1.2.2 Sales promotion 10 1.2.3 Personal selling .10 1.2.4 Direct marketing .10 1.2.5 Public relation 10 1.3 Marketing communication strategy 11 1.4 Integrated marketing communication .12 1.4.1 1.4.2 Definition 12 The important of Integrated marketing communication 12 1.5 Marketing communication planning 12 1.5.2 Identifying the target audience .12 1.5.3 Determining the communication objectives 13 1.5.4 Message design .13 1.5.5 Media selection .15 1.5.6 Selecting the message source 16 1.5.7 Collecting feedback 16 1.6 Social media 17 1.6.2 Definition 17 1.6.3 Social media marketing 18 1.6.4 Social media platform 18 1.6.5 Online brand community and customer engagement .20 1.6.6 Social media in business 21 CHAPTER COMPANY ANALYSIS 22 2.1 Green Beli company overview 22 2.1.1 Foundation and development 22 2.1.2 Vision, mission .23 2.1.3 Organizational structure 23 2.2.1 Green Beli app description 24 2.2.2 Compare with others application 26 2.3 2.3.1 2.3.3 Marketing environment analysis 29 Micro environment analysis 29 Macro environment analysis 35 2.3.4 2.3 SWOT analysis .37 Marketing mix 39 2.3.1 Product 39 2.3.2 Price 42 2.3.3 Place 43 2.3.4 Promotion .44 2.3.5 Green Beli community 46 2.4 Problem identificaion and analysis 49 2.4.1 Identifing problem 49 2.4.2 Problem analysis .49 CHAPTER MARKETING SOLUTION PROPOSAL 52 3.1 Premises of solution proposal 52 3.1.1 Based on company’s goals .52 3.1.2 Based on environment analysis 52 3.2 Solution proposal 54 3.2.1 Identifying the target audience .54 3.2.2 Determining the communication objectives 54 3.2.3 Designing message 54 3.2.4 Selecting media 55 3.2.5 Selecting the message source 55 3.2.6 Collecting feedback 56 3.3 Applying marketing communication planning for “30 days of green community connection” 56 3.3.1 Campaign overview 56 3.3.2 Target audience 56 3.3.3 Description 57 3.3.4 Designing message 58 3.3.5 Selecing media and source of message 58 3.3.6 Implementation activities .61 3.3.7 Collecting feedback 63 Reference 64 Table of figure Figure Advertising Figure Push and pull strategy 11 Figure Digital around the World in April 2020 17 Figure Green Beli logo 22 Figure Organizational structure 23 Figure Purchasing decision process .29 Figure 7: Green Beli productline 39 Figure Green Beli advertising 40 Figure Green Beli advertising on Facebook 40 Figure 10 Green Beli coffee 41 Figure 11 Green Beli thermos bottle 42 Figure 12 Advertising pricing 42 Figure 13 Cost pricing 43 Figure 14 Instagram channel 46 Figure 15 Tiktok channel 46 Figure 16 Green Beli community 47 Figure 17 Green Beli analysis 47 Figure 18 Appication figure and interaction 47 Figure 19 Comparation of Green Beli fanpage and Ralava 48 Figure 20 Post in group 48 Figure 21 The public realtionship of Ralava 50 Figure 22 Green it frame 50 Figure 23 Green life activity 51 Figure 24 Green wave activities .51 Figure 25 Government and environment problem 53 Figure 26 Green Beli partner 53 Figure 27 Prize shop .57 List of tables Table Share structure 23 Table Responsibilites 24 Table Comparison Green Beli app and others .27 Table Some common environmental applications 28 Table Customer 30 Table Competitor 30 Table Competitor analysis 31 Table Suplier 31 Table Finance .32 Table 10 Business model 34 Table 11 Human resorces .34 Table 12 Price adjustment strategy 43 Table 13: Place 43 Table 14 Promotion channel 44 Table 15 Promotion mix 45 Table 16 Green Beli media .55 Table 17 Green Beli message source 56 Table 18 Campaign budget .58 Table 19 Communication materials 58 Table 20 List fanpage for communication 59 Table 21 Link newspaper contact 59 Table 22 Demo Gantt chart .60 Table 23 Risk assessment and remedies 61 INTRODUCTION Research motivation Online communities are a vital part of the consumers’ post-purchase experience, whether the purpose is to support a new product launch or enable social interactions and are a tool used by marketing managers to facilitate brand relationships and longterm loyalty Therefore, generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty In addtion, customer engagement is increasingly important, customer engagement is the emotional connection between a customer and a brand Highly engaged customers buy more, promote more, and demonstrate more loyalty Providing a high-quality customer experience is an important component in company customer engagement strategy Green Beli has a Green community, but its members are not active I realize this importance together with my passions, by planning a marketing communications campaign, I hope to help the company improve their problems Research objectives The objective of this thesis is marketing communication planning for Green Beli to enhace the engagement of users There are main objectives of this study Building a theoretical basis of marketing communication Analyze current situation of Green Beli and environmental communication industry Provide solutions for Green Beli to enhace the engagement of users Research objects The subjects of this study include communication marketing, online community and customer engagement Research scope Research space: Green Beli JSC Research time: during the intership at the company, the data in the research paper is updates in months (January, 2020 – May, 2020) Research methodology This study uses secondary data from online reports and data, and primary data from referencing employees in the company Research structure The content of the research includes the following main parts: Chapter I: Literature review Summary of theoretical basis related to the marketing communication, the social media, the online community and customer engagement Chapter II: Company situation analysis Analyze the micro and macro environment of the company, identify the problems and solutions Chapter III: Marketing solution proposal Propose a marketing communication plan to enhance the engagement of users at Green Beli online community Implications This thesis will provide several implications As for managerial implications, this study proposes solutions to enhance the engagement of users at Green Beli online community, provives the information of current environment communication field from the analysis of the marketing environment As for research implications, the combined theoretical basis can contribute to future studies in marketing communication, online community and customer engagement Keywords: marketing communication, marketing communication plan, integrated marketing communications, social media, user engagement, online community CHAPTER LITERATURE REVIEW 1.1 Marketing communication 1.1.1 Definition Marketing communication is described as all the messages and media used to interact with consumers, such as radio, newspapers, mail, magazines, television, billboards, phones, the internet, etc (Tomse, & Snoj, 2014) According to Fill, C (2005), marketing communication is the management process through which the organization participates with various audiences In addition, Shimp, T A (2003) has identified that marketing communication as the set of all marketing mix elements of the brand, which facilitates the exchange, positions the brand, and forwards the meaning of the brand to target groups Besides that, marketing communication as all activities through which the company communicates with the target groups about its offer on the market (Žabkar, V & Zbačnik, B., 2009) 1.1.2 Marketing communication objectives According to Parente (2014), the basic objectives of all marketing communication methods are to communicate, to compete, and to convince In order to be effective, organizations should ensure that information company communicate is clear, accurate, truthful, and useful to the stakeholders involved 1.2 The components of marketing communication According to Phillip Kotler (2013), the unique blend of promotional tools the organization uses communicating the value of customers and building customer relations The marketing communication has five components: advertising, sales promotion, personal selling, direct marketing, public relation 1.2.1 Advertising According to R Baron (1996), advertising should be paid for, show the sponsor’s name, and allow for a non-personal presentation of ideas, goods, or services Messages are usually conveyed through television, internet, magazines and other media to the target market Figure Advertising Kotler (2013) has mentioned that the crucial role of advertising is: to inform, encourage and remind create an additional effect on the attitudes of people Some products and brands look more upscale and stylish than competitors as a result of advertising Cheap and risky product procurement is the value added by advertising It supports other advertising resources and can attract a broad geographical market Advertising formed a certain degree of awareness and knowledge about the existence of a product and brand that makes possible the application of modern forms of sale, such as self service (Kotler, 2013) 1.2.2 Sales promotion According to Sahl (2005), sales promotions utilize diverse short-term techniques to induce customer awareness, with the goal of interesting customers to purchase products or services For short-term retailing market, sales promotion is a powerful tool, tempting customers to make impulse purchases Sales promotion tend to add an extra buying motive, encourage the customer to buy other non-promoted products, and ultimately, reduce inventory level Besides, Kotler (2013) described sales promotion as short-term incentives to encourage the purchase or sale of a product or service It requires marketing campaigns that add value to goods for a limited period, to promote customer sales and intermediaries' performance 1.2.3 Personal selling According to Belch (2004), personal selling is where the salespeople communicate with the customers in the target market It has the advantages of two-way communication, sending sale messages to the customers, and ultimately, decrease customer resistance Personal selling is described as personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships according to Kotler (2013) Todorova, G (2015) identified that personal sales are the twin contact between seller and consumer to achieve purchasing through long-term connections with suppliers and consumers 1.2.4 Direct marketing According to Kotler (2013), direct marketing can be defined as the direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships Reardon (2002) indicated that in the direct marketing strategy, products/services are launched to the target market directly, through which, there could be timely buying, selective contacts, savings of time, and an increase in convenience 1.2.5 Public relation Kotler (2013) identified that public relation is building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events 10 ... objectives The objective of this thesis is marketing communication planning for Green Beli to enhace the engagement of users There are main objectives of this study Building a theoretical basis of marketing. .. III: Marketing solution proposal Propose a marketing communication plan to enhance the engagement of users at Green Beli online community Implications This thesis will provide several implications... implications, this study proposes solutions to enhance the engagement of users at Green Beli online community, provives the information of current environment communication field from the analysis