DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY
JEAN MOULIN LYON UNIVERSITY THUONG MAI UNIVERSITY INTERNSHIP REPORT Subject: DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY Tutors: Ms Corine MONTOYA Ms Nguyen Bao Ngoc Class: CN16 – MAR Student: Nguyen Khanh Hoa Date of birth: 19/12/2001 Hanoi, June 2022 ACKNOWLEDGEMENT During my graduation internship at Ha Thanh Toys and Educational Equipment Joint Stock Company, I would like to thank Ms Vu Thi Ngoc Lan - Director of Ha Thanh Toys and Educational Equipment Joint Stock Company, who let me this project and helped me a lot in completing this project within months I made this project not only for the score but also to improve our knowledge about marketing Wishing the Board of Directors of Ha Thanh Toys and Educational Equipment Joint Stock Company and all the brothers and sisters in the company good health, complete the job, wish the company more and more development in the market Sincere thanks to Ms Nguyen Bao Ngoc for guiding me to complete the report well Although I have tried to absorb the comments and enthusiastic guidance of lecturers and companies to successfully complete the graduation thesis report, errors cannot be avoided Therefore, I look forward to receiving your comments and suggestions from your company Hanoi,2022 TABLE OF CONTENTS ACKNOWLEDGEMENT CHAPTER : GENERAL INTRODUCTION ABOUT THE COMPANY 1.1 Introduction 1.1.1 Production capacity 1.1.2 History of formation and development 1.2 Organization Structure .4 CHAPTER 2: ANALYSIS OF FACTOR AFFECTING ADVERTISING ACTIVITIES OF THE COMPANY 2.1 Environmental factors affecting the company’s advertising activities 2.1.1 Macro environment 2.1.2 Micro environment 2.2 SWOT analysis 14 CHAPTER 3: DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY 15 3.1 Project introduction 15 3.1.1 Reasons for choosing this project 15 3.1.2 Introduction to research product 16 3.2 Internship position, responsibilities and duties 17 3.3 Current situation of advertising activities for dish dryer cabinet at the company 18 3.4 Target audience 19 3.5 Advertising objectives 20 3.6 Advertising budget 20 3.7 Advertising proposals and implementation for the company 20 3.7.1, Facebook advertisement 20 3.7.2, E-mail marketing 26 3.7.3, Evaluate advertising effectiveness for the company 27 3.8 Proposing some solutions to develop the company's advertising activities 27 CHAPTER : EVALUATION AND EXPERIENCES 29 4.1, Advantages and disadvantages when implementing the project 29 4.1.1, Advantages 29 4.1.2, Difficulties .29 4.2, Experience gained after completing the internship .29 CONCLUSION 31 CHAPTER : GENERAL INTRODUCTION ABOUT THE COMPANY 1.1 Introduction 1.1.1 Production capacity Factory area: 2,800 m2 Machinery and equipment: 04 lines; mechanical product production line, composite plastic product production line, HI plastic product production line, wood product production line All production lines are equipped with the most modern machinery Transport capacity: Including truck with a tonnage of 2.5 tons named Ha Thanh Educational Equipment and Toys Joint Stock Company Regular employees are 60 employees with many masters, bachelors, and skilled workers 1.1.2 History of formation and development a) Production: Outdoor playground equipment; toys, preschool teaching aids and educational equipment primary and secondary schools from 2007 to present b) Business: Outdoor playground equipment; toys, teaching aids, preschool materials and pages equipment for primary and secondary education from 2007 to present Table 1.1: Company’s information Company’s name Ha Thanh Toys and Educational Equipment Join Stock company Email hathanheet@gmail.com Phone 8424 37 631 458/59 Web www.dochoihathanh.com Head office No 41D, University of Commerce Collective, Duong Khue Street, Mai Dich Ward, Cau Giay District, Hanoi Factory Phu Dien Industrial Park, Co Nhue Ward, Bac Tu Liem District, Hanoi City City/Province Ha Noi Zalo 0942097186 Director Mrs.Vu Thi Ngoc Lan Authorized Capital Initial registered capital billion 2nd capital increase in 2009 billion VND capital increase in 2012 15 billion VND Skype Hathanheet rd (Source :Ha Thanh company) 1.2 Organization Structure Ha Thanh Toys and Educational Equipment Join Stock company base is a long-time company Since its establishment up to now, the company has been in business for 14 years The number of employees of the company is decentralized according to the following chart The company has a total of 60 people headed by a director : Vu Thi Ngoc Lan - In the field of production: In which, there are 10 managers + Main production workers are 30 people In the field of management: + Management staff: people + Sales staff 14 people Headed by director Vu Thi Ngoc Lan, who graduated with a major in business administration The deputy directors are all masters of business administration In terms of engineering, the factory directors are all bright graduates from universities in Vietnam, who graduated with a master's degree in engineering.The craftsmen are all experienced people working in the fields of manufacturing and mechanics for many years, and are all skilled workers Regarding marketing, Ms Nguyen Thi Thanh Nhan is in charge of the sales department Marketing department is responsible for building and developing the company's brand to the market All images and messages need to be conveyed clearly, accurately, and attractively to attract the attention of customers Researching, developing products and expanding markets: building a system to collect and synthesize information on prices, products, competitors Analyze and evaluate the information collected, thereby make decisions to improve existing products or develop completely new products Proposing ideas for new products, product design orientation, branding, product packaging Developing and implementing marketing strategies: managing the implementation of marketing strategies Monitor and supervise the implementation process, promptly adjust, evaluate and report on the results of marketing strategies The marketing department is responsible for advising the board of Directors on issues related to brand development, distribution channel development, building new product brands, identifying target customers and supporting other departments in the business The company implements marketing plans Director Financial management Administrative offices Production manager Marketing management Accounting department Marketing Production Department department Human Resource Management Human Resource Department Diagram 1.1 Organization Structure (Source :Ha Thanh company) CHAPTER 2: ANALYSIS OF FACTOR AFFECTING ADVERTISING ACTIVITIES OF THE COMPANY 2.1 Environmental factors affecting the company’s advertising activities 2.1.1 Macro environment Economic environment Economic environment Vietnam's economy has grown quite well, with GDP growth rate always reaching 7% or more This is the main activity that makes the growth rate of the Vietnamese market in recent years quite high However, the Covid-19 pandemic with volatile, difficult to control journals has had a heavy impact on all global economies and the Vietnamese economy Commodity factors for life such as food, foodstuffs, utensils, tools and growth equipment; but other goods subject to default, means of transport, cultural products, education, etc have been severely affected by social distancing measures In general, due to the impact of the COVID-19 pandemic, economic demand (consumption, investment, exports) decreased, thereby reducing production activity and economic growth Business enterprises need to pay attention to economic indicators in which the most important factors are factors affecting the purchasing power of consumers Purchasing power fits a lot into current income, prices, savings, consumer price index, inflation index of the economy As the economy develops, the demand for products increases Besides, the increase in per capita income means that the quality of life will increase, people will be more interested in additional services rather than core products Therefore, advertising is not only aimed at core products but also needs to focus on complementary products and make a difference of the business Technological environment Technology is constantly developing, along with it is the demand for modern technological products for people Now that the covid-19 pandemic has passed, preschool and primary school children have returned to school, so it is extremely necessary to purchase equipment for children's eating and learning Consumers, agents, schools in general or parents in particular tend to invest more in safety equipment for children Therefore, they are always willing to pay for quality products that serve their children well Simultaneously with the development of technology, typically the Internet, is the driving force of modern business activities The organization of sales and management of information on the network is essential for brand information to reach customers whenever customers need it And that existence must be reliable enough, honest enough and accurate enough to build and maintain a good, sustainable relationship between the customer and the company Cultural environment This is a major factor affecting the effectiveness of advertising activities Advertisers need to pay attention to factors such as: customs, taboos, people's level of understanding At the same time, they need to pay attention to detecting cultural changes, thereby can anticipate new advertising opportunities and threats Advertisements also need to have content that is appropriate, honest with customers, in line with cultural standards and ethical values of each customer group Culture shapes consumption habits of population groups, thereby forming consumption habits and preferences , how customers behave in the market Increasing educational attainment will be able to improve the quality of national human resources Political and legal environment The political and legal environment is an important factor that businesses need to pay attention to Without political stability, the long-term and sustainable development of enterprises will be seriously affected Laws and industry mechanisms can have a positive or negative influence on the business or organization's strategic decision making Marketing decisions are strongly influenced by developments in politics and law This environment includes the legal system and other groups that exert pressure on a company's marketing management The stable political environment is favorable to advertising activities as well as business activities of enterprises In addition, the content and form of advertising are governed by the legal regulations on advertising in Vietnam Demographic environment According to statistics of the Ministry of Education and Training of Vietnam (2021), as of the 2019-2020 school year, Vietnam's preschool level has 13,055 primary schools nationwide (a decrease of about 2.1% compared to the school year) before), of which there were 10,155 public schools (down about 2% compared to the previous school year) and 2,800 private schools (up about 3% compared to the previous school year) The total number of children attending kindergarten was 4,314,744 children (a slight decrease of about 3% compared to the previous school year), of which 3,573,610 children attended public schools (a slight decrease of approximately 4% compared to the previous school year) and 741,134 children go to school outside - Public schools (slight increase of about 5% compared to the previous school year) (Vietnam Ministry of Education and Training, 2021) Businesses need to pay attention to the size and growth rate of the population of cities, regions and countries, age distribution, ethnic structure, education level, household pattern, consumption characteristics of The consumer market and the huge community come to decide on the right media selection as well as the content and form of the advertisement 2.1.2 Micro environment Suppliers Ha Thanh Toys and Educational Equipment Joint Stock Company has been operating in the field of manufacturing preschool toy equipment and educational products for many years The company determines that the main business objective to compete in the market is product quality, so the company has invested in equipment such as tents, warehouses, machinery for production and business with an area of 1,000 m2 and roof-top houses over 3,000 m2; industrial paint drying room, powder coating, machines such as pipe bending machines, air compressors, crushers, wood presses, welding machines, etc Suppliers play the role of ensuring the supply of goods for business activities Fortunately, Ha Thanh company with suppliers always has a strong connection, so it always ensures enough sources of goods to sell This makes production and business activities of the company not delayed, leading to stable revenue and profit FACTORY HA THANH TOYS AND EDUCATION EQUIPMENT JOINT STOCK COMPANY: Use area: 2,800 m2 and other ancillary works 1,000 m2 Location: Phu Dien Industrial Park, Co Nhue Ward, Bac Tu Liem District, Hanoi Belonging to the user unit: Hanoi People's Committee - Anh Dao Food and Beverage Co., Ltd The company always converts technology to produce and sell products of good quality, ensuring the right requirements for aesthetics as well as product quality At the same time, the Company has main wood suppliers: - The Greenlam Company: Greenlam Company mainly deals in industrial wood products such as chipboard, plywood, MDF, FOC mica, Polywood, plywood, etc Goods are always available at the store in large quantities + Address: 459 De La Thanh - Thanh Cong Ward, Ba Dinh District, Hanoi + Phone: 04 3633 4326 - Can dry stainless steel utensils and utensils, dry towels, dry plastic - The reason why dish dryers and dish dryers are popular with many people is because it helps users to safely clean dishes, bring clean dishes - absolute sterilization, shiny dishes and clean dishes dry, saving time, effort and manpower With each time can dry from 400 dishes - The environment in the kitchen with water, grease and food always produces many bacteria that are harmful to health Kitchen utensils, especially dishes, should be kept dry to increase safety for the health of the user - After washing the dishes, the dishcloth still contains many bacteria and washing in normal water cannot completely sterilize the dishes, so the dishwasher using ultraviolet rays was born as a method of killing Effective disinfection and sterilization - Due to the effect of ultraviolet rays, the dish dryer can create an ozone-producing environment, capable of killing bacteria and mold You can be completely assured when using dish dryer products to ensure the health of yourself and your family - Dish dryer, industrial dish dryer is a specialized equipment for drying and sterilizing hundreds of thousands of dishes, often used for collective kitchens, restaurants, hotels, factories, schools, etc hospital - Using an industrial dish dryer and dryer is to help you protect your health and your loved ones, and protect the community against the spread of disease 3.2 Internship position, responsibilities and duties Internship position overview This position is open to undergraduate and graduate students who are pursuing a career in Marketing, especially Online Marketing Students will learn about professional working style and gain practical experience when working with Marketing department and Marketing team of the company This internship is scheduled to begin in March 2022 What I did during my internship: - Collecting parameters and information related to the project, Marketing strategy, advertising strategy - Support other tasks of Marketing department - Support the company's communication work, implement advertising campaign activities - Prepare advertising plan, manage advertising budget - Monitor and adjust advertising campaigns to achieve the best results, reach potential customers 18 ... reduce sales 15 CHAPTER 3: DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY 3.1 Project introduction 3.1.1 Reasons for choosing... Suppliers Ha Thanh Toys and Educational Equipment Joint Stock Company has been operating in the field of manufacturing preschool toy equipment and educational products for many years The company. .. Distribution channel structure of Ha Thanh Toys and Educational Equipment Joint Stock Company (Source :Ha Thanh company) 14 2.2 SWOT analysis STRENGTHS WEAKNESSES - Having many years of experience