(TIỂU LUẬN) ASSESSMENT 1 module marketing communication in the digital age code MAR021 2

UNIVERSITY OF BEDFORDSHIRE SCHOOL OF BUSINESS FOREIGN TRADE UNIVERSITY HA NOI CAMPUS *** *** ASSESSMENT Module: Marketing Communication in the Digital Age Code: MAR021-2 DETAILED MARKETING COMMUNICATIONS PLAN OF ME ME Student: Vũ Thị Hương Duyên Student ID: 1905210022 Class: F - UOB - 12C Semester: II Academic year: 2021-2022 Instructor: Mrs Trần Thu Trang Headteacher: Mrs Phạm Thị Hồng Nhung Submission date:April 2, 2022 FOR EXAMINERS ONLY Grade (in number): ……………… Grade (in words): ……………… Examiner (Signature & Fullname) ……………… Examiner (Signature & Fullname) ……………… Ha Noi, April 2022 Table of Contents Current Situation Analysis • Customer: • SWOT • PESTEL .4 • Customer Persona • Customer Journey Map • Which diaper brand is the hottest on Social Media? Communication Objectives .6 Positioning Statement .7 Campaign Target Audience .7 An Action Plan Reference 10 Current Situation Analysis • Customer: STT Audience Families with children under years old (grandparents, aunts, uncles, aunts, etc.) Young mothers • SWOT S(strengths) -All products are manufactured according to modern factory processes that meet ISO 9001:2015, FDA, CE standards -Environmentally friendly products, benign to children, have many outstanding advantages compared to Various types of diapers as well as tissues of current products on the market -Competitively priced Women preparing to become mothers products  PESTEL PESTEL Politic Economic Sociocultural Technology Environment Law  Customer Persona Describe the target customer for this campaign: Hoa(24 years old) married for years and she is eight months pregnant - - Occupation: Accountant Income: 15,000,000VNĐ Live in Ha Noi Challenge and pain points: + Need to increase house size with a new child + First time being a mother at a young age so that she doesn’t have any experiences How they gather information: + Heavy user of the internet + Are on Facebook, Instagram, Shopee and Tik Tok  Customer Journey Map Awareness - See TV commercial , Memevietn am.com which helps people for shop diapers and towels - See ads on Facebook, Instagram, TikTok  Which diaper brand is the hottest on Social Media? 5 brands of baby diapers always hold nearly 90% market share of debate on social networks within the first months of 2021: Pampers (belonging to Procter & Gamble), Moony (Unicharm Corporation - Japan); Bobby (Unicharm Corporation – Japan); Huggies (belonging to Kimberly-Clark from the US) and Merries (KAO Group - Japan) From the highest discussions on social networks, it is often seen that this is often a battle on the "online front" still belonging to famous names: Unicharm, P&G, Kimberly-Clark, and KAO The fierce competition of brands during this category is reflected in the indisputable fact that the rankings within the top leading brands change continuously each month and each quarter as example, within the second quarter of 2021, Pampers held just over 7% of the discussion market share (5th place), but by the top of the third quarter of 2021 Pampers led the discussion market share of quite 51% Product characteristics directly associated with children's health make this category more prominent as mothers are extremely sensitive to negative news of the industry or sometimes just negative information are distributed in cyberspace This makes it extremely important for brands to continuously monitor user reactions and maintain their level of name preference Me Me has to push up the marketing actions in order to gain more and more market share Communication Objectives We follow the SMART framework,  Specific We’re going to increase traffic to our blogs and website to raise the brand awareness level of Vietnamese  Measurable - Attracting 80% value customers (women from 21 to 40) to know about the brand, at least the name Me Me in July 2022 - Increase the access ratio of fanpage to 120 times in May 2022  Attainable - Attracting customers by increasing the number of texts on Facebook and website, buying the golden advertising time on the national TV channel ( VTV1, VTV3,…) - The report shows that organic monthly traffic is 20, so we will increase the access ratio of fanpage to 90 times in May 2022 - Fix the website’s load time and improve the interactivity to direct the visitor to come and pay time for surfing and discover the website, then they can buy test products and we can increase sales from that  Relevant Reaching out to many potential customers is the premise for our company to create more potential customers, expand the market, increase the coverage of Me Me diapers, and bring in revenue for the company  Time-bound Within months from April 2022 to August 2022 Positioning Statement To consumers of diapers concerned about the good sleep of babies, Me Me is the brand of organic diapers which offers super absorb and airy surface with vitamin essence at a 13% lower than Pampers- a popular brand which they think is good value Campaign Target Audience GENERIC BEHAVIOR SEQUENCE MODEL Considerations at Each Stage Decision Roles Involved Where Stage is Likely to Occur Timing of Stage How it is Likely to Occur activities of the brand by surfing the - Visit Website internet - Ask doctor -Visit supermarket An Action Plan DIGITAL MEDIA PLAN 04/2022- 08/2022 Đề xuấ bởi: Thi Huo Duy No Job Description GIAI ĐOẠN : GIA TĂNG MỨC ĐỘ NHẬN BIẾT THƯƠNG HIỆU (04/2022 - 08 Website Quản trị nội dung website - Định hướng: Đem sản phẩm đ ến với người tiêu dùng, mẹ b ỉm sửa 1.1 lồng ghép kinh nghiệm nuôi dạy tạo m ột cộng đ ồng mẹ bầu mẹ bỉm sữa - Mục tiêu: Tăng doanh thu đồng thời trung thành khách hàng Tương tác khách hàng 1.2 - Trả lời câu hỏi khách hàng chuyên mục tư vấn - Trả lời live chat, hotline Tạo landing page chương trình khuy ến 1.3 - Định hướng: Tặng sản phẩm thử - Mục tiêu: Tăng độ nhận diện Mễ Mễ, có database khách hàng SEO Triển khai SEO tổng thể 2.1 - Định hướng: Chèn từ khóa liên quan đến nuôi dưỡng trẻ - Mục tiêu: Tối ưu chi phí có chuy ển đổi bán hàng Facebook Quản trị nội dung fanpage Định hướng: Lồng ghép thông tin chất lượng sản phẩm vào 3.1 đăng Mục tiêu: Kịp thời nắm bắt tâm tư nguyện vọng chất liệu sản phẩm phù hợp với trẻ em Việt Nam 2.2 Quảng cáo facebook Hình thức: Chạy quảng cáo Facebook Ads 3.2 Đối tượng mục tiêu: Người dùng nữ độ tuổi 21-40, người dùng nam từ 35-55 Định hướng (thông điệp qc): Mễ Mễ- Thấu hiểu hành trình làm mẹ 2.3 Quảng cáo facebook 3.3 Hình thức: quảng cáo video Nội dung: video viral sản xuất Zalo Quản trị nội dung Định hướng: Gửi post cho người quan tâm Mễ Mễ Zalo 4.1 Mục tiêu: Tiếp cận khách hàng nhân viên văn phịng, khơng có thời gian nhiều internet Youtube Quản trị nội dung - Reup video sức khoẻ mẹ bé, tips nuôi dạy từ 0-6 tuổi 5.1 - Tạo lớp phủ hành động, đặt link đến website nhãn hàng Mễ Mễ - Giật tít, lựa chọn ảnh thumbnail hấp dẫn - Chuyển video reup để đưa lên fanpage & zalo page Quảng cáo Youtube 5.2 Hình thức: BumperAd In Stream Ads Nội dung: video viral Tik Tok Quản trị nội dung - Tạo video ngắn chia sẻ tips chăm sóc ni d ạy trẻ 6.1 - Đặt link đến website Mễ Mễ - Giật tít, lựa chọn ảnh thumbnail hấp dẫn - Chuyển video reup để đưa lên fanpage & zalo page Quảng cáo TikTok 6.2 Hình thức: Tạo video giới thiệu dùng thử sản phẩm Mễ Mễ Nội dung: video viral 7Google Adwords Google Adwords Display - Hình thức: Tính phí theo số lần nhấp chuột vào quảng cáo (Cost per 7.1 click – CPC) - Đối tượng: Tất người tìm kiếm từ khóa liên quan Reference (1) Slideshare.net 2022 Đề xuất kế hoạch truyền thông mắt Bỉm Bibabibo [online] Available at: [Accessed April 2022] (2) Linkedin.com 2022 What marketers can learn from Pampers’ best-in class brand management [online] Available at: [Accessed April 2022] (3) App.neilpatel.com 2022 Ubersuggest for Me Me Vietnam [online] Available at: [Accessed April 2022] (4) Brandsvietnam.com 2022 Cạnh tranh từ offline tới online, thị trường bỉm tã sôi động mạng xã hội sao? | YouNet Media | Brands Vietnam [online] Available at: [Accessed April 2022] (5) fdocuments.in 2022 Pampers IMC Plan - [PDF Document] [online] Available at: [Accessed April 2022] (6) SEONGON 2022 Hướng dẫn cách chạy quảng Cáo YouTube từ A đến Z [online] Available at: [Accessed April 2022] (7) HẢI, C., 2022 Bảng Giá Dịch Vụ Quảng Cáo TikTok [online] https://quangcaosieutoc.com/bang-gia-dich-vu-quang-cao-tiktok/ Available at: [Accessed April 2022] (8) LeadUp.vn 2022 Chi phí chạy Google Adwords (Google Ads) bao nhiêu? | LeadUp.vn [online] Available at: [Accessed April 2022] 10 ... %E1%BB%9Bi %20 qu%E1%BA%A3ng %20 c%C3%A1o %2 0YouTube%2C %20 b %E1%BA%A1n,m%E1%BB%97i %2 010 00 %20 l%E1%BA%A 7n %20 hi%E1%BB %83n %20 th%E1%BB%8B).> [Accessed April 20 22] (7) HẢI, C., 20 22 Bảng Giá Dịch Vụ Quảng Cáo TikTok [online]... [Accessed April 20 22] 10 ... from 21 to 40) to know about the brand, at least the name Me Me in July 20 22 - Increase the access ratio of fanpage to 12 0 times in May 20 22  Attainable - Attracting customers by increasing the