The campaign will be involved jobs during tet holiday and promoting on social medias with the main sale online platform is tiki

AC 2039 – Taxation 1 Question (February 2014 Intake Final Examination) Phạm Nguyệt Nhi 19071455 1 Phạm Nguyệt Nhi 19071455 2 Executive Summary The year has come along with the increasingly widespread[.]

Phạm Nguyệt Nhi 19071455 Executive Summary The year has come along with the increasingly widespread influence of MNCs in the marketing trends, especially in the digital platforms Confectionery companies have not escaped this step either – some of them have even succeed, others are trying their best When it comes to business strategies and market approach, how typical brand companies in confectionery industry have conducted in terms of local approach and customization factors In this context, the digital application strategy at the end of the year will be demonstrated by an example of one of the most popular confectionery companies in Vietnam which is Orion Vina This paper will be organized into three parts which are company background, year-end holiday marketing campaign, content marketing The campaign will be involved jobs during Tet holiday and promoting on social medias with the main sale online platform is Tiki Phạm Nguyệt Nhi 19071455 Table of Contents Part A - Company Background I Company Introduction 1.1 Company History 1.2 Target Audience II Micro-environment analysis 2.1 Strengths 2.2 Weaknesses 2.3 Opportunities 2.4 Threats Part B - Year-end Holiday Marketing Campaign I Goal setting II Segmentation and targeting III Offer and key messages IV Selecting the digital media mix Part C - Content Marketing Planning 11 I Content Marketing Matrix 11 II Selected content marketing 11 Conclusion 12 References 13 Phạm Nguyệt Nhi 19071455 Part A - Company Background I Company Introduction 1.1 Company History Orion Corporation is a South Korea confectionery company which is one of the three largest food corporations in South Korean (Wikipedia) This company established in 1956 then coming to Vietnam since 1997 with the first representative office located in Ho Chi Minh city In 2005, the company has officially laid the foundations of Orion Vina Food Company Ltd They have owned two factories that located in two main regions of Vietnam which are Binh Duong province and Bac Ninh province (Orion Vina, 2022) Through over the course of 20 years, Orion has been trying their best to localize their products in order to connect closely with Vietnamese culture Vision Orion set the aim to become the No.1 confectionery company in Vietnam Coming along is the goal of transforming successfully itself to be a sustainable business through transparency in production and business reporting Their long-term goal calls for a series of actions from operation to manufacturing or sale in order to grow the business while maintaining environmental preservation Additionally, they look for the most practical way to deliver the greatest products that are beneficial to clients' health and engage in social responsibility activities Mission Orion’s always reminded themselves of the importance of placing the highest priority on product quality They are aware that their products are the food going into human body which affect directly their customers’ health and experience Their mission is to produce food that is safe as much as hygienic with the best quality for their customers Value Proposition The value that Orion promises to deliver to their current and potential customers is they are working with business ethic The company will not compromise on quality to achieve high profits Their business philosophy dignify the differentiate spirit as the main competitiveness Phạm Nguyệt Nhi 19071455 1.2 Target Audience The main target customers of Orion tends to children who have the high preference for sweets and cakes Besides, after researching on Vietnamese customer purchasing behavior, Orion acknowledge the nation’s gifting culture plays a key role in their daily basis, especially during holiday season Therefore, the company designs their goods to be gifts for all families in Vietnam The income range is from medium to high because Orion position their products as premium confectionery II Micro-environment analysis With an annual production of over 150 thousand tons and revenue of about 42 thousand billion dong in 2019, it is evident that Vietnam's confectionery business continues to grow at a high and steady rate (Cesti, 2019) Although Vietnamese consumers are quite complaisant, they have a strict preference for affordable and foreign products That means they tend to choose products with clear origins, charismatic manufacturers with reasonable prices Orion is one of companies has adapted quickly with the strong development of digital marketing The following section will be a thorough SWOT analysis for Orion during the digital age 2.1 Strengths - Being one of the first confectionery corporations owning production factories in Vietnam, Orion Vina has accounted for 60% shares with the main goods is Chocopie Orion that means the company has a strong brand reputation in Vietnam (Y Nhi, 2017) - With a huge initial investment from the parent company, all of Orion Vina’s factories are built and opated according to the food safety and hygiene standards of American Institute of Banking which a strict standard (Nhu Thuy, 2021) - Their communication strategy has a high effectiveness as they joined passionately in sponsoring for TV shows and social activities Also, they invest a lot of money on public advertisemnet such as bus advertising, airport,… Phạm Nguyệt Nhi 19071455 2.2 Weaknesses - There is a shortage of skilled human resource in Vietnam while the demand to adapt changeable market is growing faster and becoming more strict like nowadays - As children and young people are their main target customers who easily change their eating preference and prefer to try out different new baked goods, the company’s churn rate is high - Except for Chocopie, the brand perception of other product lines is quite low because their packaging has a similar design to Chocopie 2.3 Opportunities - Most domestic rivals are weak and small as well as not so good at advertising products - Vietnamese income tends to increase in recent years which makes a perfect opportunity to approach new markets - Orion products are often preferred to be a gift collection during Tet holiday so that they could perform cross-sell to encourage customer buy more than 1,2 product types 2.4 Threats - An increasing number of new confectionery companiess coming to Vietnam would make the market competition more intensive - Customers choice are affected a lot by attractive packaging of new competitive products in the market - The competition of advertising on official channels like TV tends to be fierce during year-end holiday Phạm Nguyệt Nhi 19071455 Part B - Year-end Holiday Marketing Campaign “Người Trong Nghề - Nghề Trong Tết” I - Goal setting Increasing the brand image of willing to communicate to acquire a deeper understanding of customers' insight This goal could be achieved by short interviewing video uploading on Tiktok - Promoting customers’ awareness about brand’s e-commerce platforms as well as other product lines to get their feedback and research on their behaviour by directly advertising the campaign on social media platforms The campaign would need to reach 100,000 visitors on the Internet and 5,000 direct customers after 2-month launch - The main content of campaign would help the brand to understand various types of customers and their job during Tet holiday by conducting an interview Spearding the positive perspective about different jobs running through the holiday by asking optimistic questions in the interview II Segmentation and targeting This campaign tends to bring different perspectives from many jobs running during Tet holiday which is supposed to have days off and stay by family or friends Besides, the main products of company are sweets and cakes which are the type of foods carrying out a positive attitude to everyone takes it So that the target audiences are not only children and teenagers, they could be adults who are shouldering a huge responsibiliy of works and family looking for a tender treatment The main stage for this campaign would perform mostly on social platforms in order to increasing the brand perception in e-commerce platforms so that the target audiences are those who are active on digital and social medias Therefore, they could be teenagers and adults aged from 19 – 45 that are into sweets The income range is from low to medium because this products type should not sell with a high price This measure is based on Vietnamese perception in confectionery expense to set an appropriate plan for price strategy Moreover, if they are too occupied with their work to prepare Tet’s gifts to their loved ones, the special gift collection in this campaign would the cherish mission on behalf of them Phạm Nguyệt Nhi 19071455 III Offer and key messages A research on different jobs running during Tet will be conducted to get the information of typical person of each job Then looking for who are willing to be interviewees and they will share their stories and their feelings with the job during Tet The campaign seeks a way to spread positive energy to the community through optimistice point of views and amazing stories Not because they are working during Tet holiday or having fewer days off means that they feel sorrowful or being abandoned The key message of the campaign is that people may have a hopeful vision in any situation or in everything they and be strong enough to focus on what they believe to be more important However, Tet holiday is meant to give Vietnamese time spending with their family so that the interview could encourage children and young people to appreciate their parents’ hardwork and sacrifices Therefore, they could give brand products as their wishes to their parents Speaking of confectioneries, the chances of the pictures catching customers eyes faster than the product descriptions are very high (Sasha B., 2022) Therefore, the special gift collection launching in this campaign will be designed with an eye-catching appearance related to Tet holiday which includes Vietnamese cultural spirits such as phrases related to tranquility and luck and the animal designation The collection would be used as a gift to customers’ relatives and friends which include boxes of cakes (Chocopie, Custas, C’est Bon, Gouté, Rice), differnt packes of candies, and a bottle of Jeju water In addition, for people participated in the interview, each of them will receive a gift collection and 500,000 VND Phạm Nguyệt Nhi 19071455 IV Selecting the digital media mix The digital media mix used for this campaign would include social media, television, and podcast The rapid development of social media will make the campaign engage with numerous clients demographics at various stage of purchasing easier, especially on the e-commerce As the target audiences in this campaign are young people and who are active on the Internet, this method may be useful in grabbing the users’ attention The brief interview video could be edited with the key message and hashtag #OrionVina #NgheTrongTet before being released on Tiktok – one of the most popular platforms in attention-getting capability This approach would be the most heartfelt way to engage customers because it’ll be designed as short stories with emotional factors Also, it will allow the company learn more about customers’ experience by gathering their responses through comments, shares A research shows that 57% of viewers are more likely to search for brand information online when they connect with businesses on TikTok (Tiktok, 2022) Besides, those stories and messages will also post on the company’s Facebook and Instagram page to gain the prestige from customers and inform them more about the products The time required to place ads on these platforms is not too long enough to still be able to assure the quality of ads Podcasts are one of the last unexplored formats, at scale, in Vietnam So brands can be amongst the first to establish leadership with a growing audience by seriously investing in podcasts Source: Q&Me Phạm Nguyệt Nhi 19071455 Source: Decision Lab, 2022 Television remains a communications channel that fosters viewer trust while achieving quick, efficient communication speed People tend to spend more time with their family over the holiday and New Year's season Also, advertisers on TV will be replay multiple times that deeproot into viewers mind the campaign’s slogan The habit of watching television in Vietnam captures 47% of viewers searching for products on the Internet and 35% making a purchase decision after seeing an ad (Binh An, 2022) Therefore, the effectiveness for digital marketing will be optimized when there is mass media as a premise Phạm Nguyệt Nhi 19071455 10 Part C - Content Marketing Planning I Content Marketing Matrix Inspire The stories from interview video would be edited into inspirational content which could provoke a positive reaction in a way that makes people feel emotionally connected to the company Although these people are working hard even in the holidays, they still spread an optimistic energy to the community Their jobs are made to ensure the majority to have a great experience when celebrating holidays Young people who are potential viewers would fill with gratitude of their parents’ hard work Educate Since the target audiences are people who take sweets as a tender treatment after a long day of works, this content would demonstrate how positive the ingredients inside sweets will affect people’s mind and feelings This content can help people feel calm when using Orion’s products and ultimately help turn them into loyal consumers Remaining a good mood is important to everyone because it could affect various aspects of life Convince The main character of the campaign is the gift box which will be sold at a reasonable price with a stunning holiday packaging This box could be sent as present to relatives and friends which is a traditional culture of Vietnamese in Tet It includes many types of sweet products that would save time for customers when choosing products And 50% of profit from campaign will donate for poverty-stricken people to bring a better Tet holiday II Selected content marketing The most suitable content for this campaign is inspirational content Other contents seem to suit for making business which is not the tendency of the campaign Moreover, the selected content could be used for creating ideas for postings on social media so that the firm could understand clients’ pain points and learn how to get fixed through responses Providing different perspectives about jobs during Tet would motivate the target audiences towards being grateful of these sacrifices and making a purchase decision as a silent thanks The business also focuses on boosting the user experience for social networking sites and webpages by making it easier for users to access Phạm Nguyệt Nhi 19071455 11 and find content, offers interactive advertisements in a variety of formats including movies, music, gifs, and competitions with prizes in order to encourage customer engagement, involvement, and sharing for the campaign Automate the process of answering questions and supplying details when users click on ads For those people who aren’t yet aware of the company, interview video on Tiktok could be the ideal stage to make a solid introduction because Tiktok users are who approach new info every day When clients come to consideration stage, this content is appropriate to appear on TV and pages could gain trust from them and push the purchase decision process Cause the content of ads on TV is usually strict and meaningful The content-type idea would also include exciting branded video, podcasts that make clients feel good about belonging to the brand Finally, every post will have a link sent directly to payment page on Tiki to ensure the content address the clients’ demand That means the post will convert to other platform for making decision To reach a large audience of buyers, the company will run search advertising and emphasize photos of product gift box that symbolize the campaign on e-commerce sites KPIs - - Unique visitors (to website): achieve 1000 unique visitors per week Followers & Viewers (on social media): + Increased to million followers on Facebook, Instagram, Tiktok platforms + Reached million impressions and 50,000 clicks on Facebook and Instagram Pages per visit: pages Lead conversion rate: 12% Number of leads: 2000 clients per week Time on page: 7-10 minutes each client on average Conclusion The campaign not only brings out the value of the company but also indicates the importance of digital marketing in the future marketing communication to the effectiveness of a campaign After a thorough research and selecting the best choices for campaign, this study would recommend in terms of the need for an integration marketing communications into a firm’s overall marketing planning process The customer relationship engagement also is an essential tool in digital marketing context Finally, with the help of clarifying questions, the key issues in planning process has been identified and described Phạm Nguyệt Nhi 19071455 12 References Agnes Alpuerto, Vietcetera April 2022 Vietnamese Consumers Turn To Social Media For Faster, More Flexible Shopping Experience [online] Available from: https://vietcetera.com/en/vietnamese-consumers-turn-to-social-media-for-fastermore-flexible-shopping-experience Bình An November 2022 Đâu Điểm Chạm Quảng Cáo Mùa Lễ Tết Hiệu Quả? [online] Available from: https://colormedia.vn/dau-la-diem-cham-quang-cao-mua-letet-hieu-qua 34251015 CESTI January 2016 Hấp Dẫn Thị Trường Bánh Kẹo Việt Nam [online] Available from: https://cesti.gov.vn/bai-viet/the-gioi-du-lieu/hap-dan-thi-truongbanh-keo-viet-nam-01002491-0000-0000-0000-000000000000 Kiet Pham December 2021 Multivariate Analysis for Chocopie of Orion [online] Available from: https://www.studocu.com/vn/document/royal-melbourne-institute-oftechnology-university-vietnam/multivariate-analysis/pdfcoffee-of-nhu-thuy/20619639 Orion Vina 2022 Giới thiệu công ty [online] Available from: https://orion.vn/vechung-toi/gioi-thieu/ Sasha Blackwell, Marketiu October 2020 Confectionery Marketing – How to Get More Customers and Orders [online] Available from: https://marketiu.com/blog/confectionery-marketing-how-to-get-more-customers-andorders Thu Nguyen, We Create Content December 2021 Vietnam’s top 10 market trends in 2022 [online] Available from: https://wecreatecontent.asia/content-marketing-blogasia/2021/12/16/vietnams-top-10-market-trends-in-2022 Tiktok April 2022 Interactive Add-Ons: Entertian and Engage in the For You Page [online] Available from: https://www.tiktok.com/business/en/blog/interactiveaddons-entertain-engage Wikipedia 2022 Orion Confectionery [online] Available from: https://en.wikipedia.org/wiki/Orion_Confectionery Phạm Nguyệt Nhi 19071455 13 10 Ý Nhi, BrandsVietnam July 2017 “Sóng Ngầm” Đầu Tư Ngành Bánh Kẹo [online] Available from: https://www.brandsvietnam.com/12944-Song-ngam-dau-tu-nganhbanh-keo Phạm Nguyệt Nhi 19071455 14 ... different jobs running during Tet will be conducted to get the information of typical person of each job Then looking for who are willing to be interviewees and they will share their stories and their... to get their feedback and research on their behaviour by directly advertising the campaign on social media platforms The campaign would need to reach 100,000 visitors on the Internet and 5,000... Tet holiday and promoting on social medias with the main sale online platform is Tiki Phạm Nguyệt Nhi 19071455 Table of Contents Part A - Company Background I Company Introduction