uutvenst ty THANG LONG UNIVERSITY
ENGLISH DEPARTMENT
——o0o -
GRADUATION PAPER
TOPIC: AN ANALYSIS OF MARKETING STRATEGY TO ATTRACTS CUSTOMERS IN
GROWTH PERIOD IN TALKIN ENGLISH
Supervisor: Ngo Thi Minh Trang, M.A Student’s name: Nguyen Thao Nhi Student’s code: A34695
Major: English language
Trang 2ACKNOWLEDGEMENT
Firstly, I would like to express my deepest thankfulness to Talkin English Online Learning JSC, for accepting me as an apprentice in the company and creating all conditions to help me fulfill all of my tasks during the research about the topic “An
analysis of Marketing strategy to attract customers in growth period in Talkin English”
Besides, I would like to send my special thanks to Ms Tram Nguyen, along with all other employees in Marketing Department, for enthusiastically helping me a lot in providing images and data related to the company
I would like to express my great gratitude to my honorable teacher, Ms Ngo Thi Minh Trang, who supported me by proper guidance, sincere comments and advice, and led me the right way to conduct my graduation paper I am extremely grateful to her for directly supporting and guiding me in this graduation paper
I am grateful to Thang Long University and my respected teachers in English Department for giving me an intensive learning environment that helps me so much in completing this graduation paper
I would like to thank my family and my friends, who have always encouraged and supported me
At last, I want to thank myself for not giving up and for trying my best
Sincerely,
Nguyen Thao Nhi
Trang 3STATEMENT FROM CANDIDATE
The topic “An analysis of Marketing strategy to attract customers in growth period in Talkin English” was developed under the guidance of supervisor Ms Ngo Thi Minh Trang at Thang Long University This graduation paper contains no material which has been submitted for examination in any other course or accepted for any other degree or diploma in any University To the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text I hereby declare that this is my independent research work during the course of the graduation paper
Supervisor’s signature Student’s signature
(ky và ghi r6,ho tén) (ý và ghi rõ họ tên)
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Trang 4ABSTRACT
The notion of marketing strategy is at the core of the study of strategic marketing and is essential to the practice of marketing Thanks to the marketing strategies, the brand image
is deeply engraved in the customer's mind, providing accurate and clear information about the services that the unit provides From there, opening up a wider customer reach,
attracting a large number of new potential customers for businesses
This research measure and evaluate the marketing strategies to attract customers to Talkin English Online Learning Joint Stock Company, which is an online education company established in 2020 To answer the question of the study, I collect and analyze the data from fanpage Talkin English Online Learning System of the company, and then decide whether the strategies of the Marketing Department can help the company reach the target customers and raise its profile Generally, the research shows that the marketing plan and marketing activities bring positive impacts which help the company gain profit
Trang 5TABLE OF CONTENT LIST OF FIGURES AND TABLES
LIST OF ABBREVIATIONS
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REFERENCES
APPENDICES
Trang 7LIST OF FIGURES AND TABLES
Trang 8LIST OF ABBREVIATIONS
Abbreviation words Explanation
AMA American Marketing
Association
BOD Board of Director
CEO Chief Executive Officer
JSC Joint Stock Company
SEO Research Engine Optimization
STP Segmentation, Targeting and
Positioning
SWOT Strength, Weakness,
Opportunity and Thread
VIETTESOL Vietnam Association of
English Language Teaching and Research
Trang 9
PART 1: INTRODUCTION
1 Rationale of the study
Nowadays, the significant growth of advertising campaigns has spurred changes in the market Businesses are paying more and more attention to their marketing strategy which plays an important role in their development No matter how big or small enterprises are, they have the same desire to promote their brand and products quickly and effectively Obviously, Marketing can make the customers aware of the products or services and encourages them to make the buying decision Furthermore, a marketing plan, a part of the business plan helps in creating and maintaining demand, relevance, reputation, and competition Without an effective marketing strategy, even if the products and services are of a high standard, it is not effective in attracting customers and is easily overtaken by competitors
Trang 102 Objectives of the study
The study is expected to provide information about the efficiency of marketing strategy for Talkin English Online Learning Joint Stock Company to attract more customers in order to raise the revenue of the enterprise Hopefully, the findings from this study will then provide insight into the importance of developing a marketing strategy to attract more customers for the company
More specifically, this research is designed to seek answers to the following questions:
- Does the marketing strategy is suitable for the company?
- Does the marketing strategy help promote the product of the company and compete with other competitors in the same field?
The researcher really hopes that this study can truly help the company to realize the strength and weaknesses, to have the right direction and perspective in making
decisions for planning future marketing strategies
3 Scope of the study
The study is about evaluating the marketing strategy to attract more customers in the growth period at Talkin English Because of the limitations of time and knowledge, and the lack of reference material, this study cannot cover the whole groups of target customers as well as measure the effects of all the fanpages and groups of the company across the social network space It is confined to the data of the fanpage named “Talkin English Online Learning System”
4 Methods of the study 4.1 Method
Qualitative was applied to carry out this study It concentrates on smaller but focused samples rather than large random samples The data, figures and pictures were collected from the Meta Business Suite of fanpage “Talkin English Online Learning System” By analyzing these data, the research will provide an in-depth and detailed description of the effectiveness of marketing strategy
Trang 11BRTY ERSTTY 4.2 Introduction of Talkin
Under the desire to bring a lot of value to the education industry in particular and society in general, Talkin English Online Learning Joint Stock Company was officially established in May 2020 Founded by Ms Tram Nguyen, who was honor awarded certificates of merit by the US Embassy and the Ministry of Education for her positive contributions to the development of cooperation in the field of English teaching between Vietnam and the United States, the company is a worldwide online learning system for
adults and children
Talkin English Online Learning Joint Stock Company clearly defines their mission in the statement of the company: “Talkin English provides quality English learning programs that bring long-term effectiveness to adults and children”
With a team of young, dynamic and full of enthusiasm and high-quality staff, the enterprise has researched and developed advanced and useful solutions for businesses in particular and developed the education industry in general, creating breakthroughs and new trends in modern education Besides, following the mission which is bringing quality learning programs with lasting effects for adults and children and helping Vietnamese confidently communicate in English, Talkin English always puts the quality of lectures and the satisfaction of the customer first
After nearly 3 years of operation, the enterprise has a strong foothold in the English language teaching market, with a number of students living and working in more than 20 countries and territories In addition, the company also cooperated in teaching and training English for employees of large corporations such as Viettel, ITS and LAS Trading
5 Structure of the study
Trang 12The chapter ends with a highlight of the limitations of the study and suggestions for
further research
Trang 13PART 2: DEVELOPMENT
Chapter One: Theoretical Background 1.1 Marketing strategy
At the most basic level, Dr Philip Kotler defined marketing as “The science and art exploring, creating, and delivering value to satisfy the needs of a target market at a profit.”, and he also pointed out that marketing defines, measures and quantifies the size of the identified market and the profit potential (Kotler, 2012) [9] In 2017, American Marketing Association (AMA) recommended that marketing is the process of “generating, communicating, delivering, and exchanging services that provide value to customers, clients, partners, and society at large” (AMA, 2017) Later on, Neil A Morgan stated that marketing strategy is “‘a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing” (Morgan, 2018) [11]
As can be seen, Marketing strategy refers to the various frameworks, models, and concepts used to develop and implement effective marketing strategies The main goal of marketing strategy theory is to help companies understand their target market, create value for their customers, and achieve their business objectives [14] Despite the difficulty in establishing definitions of Marketing strategy, there are some the key marketing strategy theories including:
- Segmentation, Targeting and Positioning (STP): This framework helps companies segment their market, identify target customer segments, and position their products and services effectively (Levitt T, 1960s)
- SWOT Analysis: It was developed by Harvard Business School Professor, Humphrey A (1960s-1970s) [5] This tool was used to identify an organization's Strengths, Weaknesses, Opportunities, and Threats in order to develop a comprehensive marketing strategy
Trang 14- Outbound Marketing: As known as a traditional marketing or push marketing, it is characterized by the use of mass-marketing techniques such as advertising, direct mail, telemarketing, and sales promotions to generate leads and promote products or
Services
- Inbound Marketing: This marketing strategy focuses on attracting customers to a company's website, blog, and other online assets through tactics such as content creation, search engine optimization (SEO), social media marketing, and email
marketing
In this study, 7Ps of Marketing Mix and Inbound Marketing were followed and
applied as a spine of marketing activities at Talkin English
1.2 7Ps of Marketing Mix
In 2018, Kim and Park emphasized the importance of branding and brand image in attracting customers in the language industry They found that companies with strong
brands are more likely to attract customers and generate higher levels of customer
loyalty Additionally, a study by Kim and Lee (2019) found that social media marketing is an effective tool for attracting customers and building brand awareness
Another research by Helmod M (2022) found that a company's marketing mix is
closely related to elements of a complete marketing plan [7] The 7P Marketing Mix
includes the four traditional elements of the marketing mix: Product, Price, Place and Promotion (McCarthy, 1960), plus three additional elements: People, Process and
Physical Evidence (Boom & Bitner, 1981)
- Product: refers to the goods and services that a business offers to its customers The product should meet the needs and wants of the target market
- Price: is the amount a customer must pay to obtain the product It should be set
to meet the needs of both the business and the customer
- Place: refers to the distribution channels used to get the product to the customer It includes the physical and online locations where the product is sold
- Promotion: involves the various marketing and communication activities used to create awareness and interest in the product among the target market
Trang 15- People: includes the employees and stakeholders involved in the production and delivery of the product The right people can help to create a positive customer experience
- Process: refers to the steps involved in the production, delivery and after-sales support of the product The process should be efficient and effective to meet the needs of the customer
- Physical Evidence: relates to the tangible elements of the product and its packaging, as well as the environment in which it is sold These elements should reflect the brand image and reinforce the customer's experience
1.3 Inbound Marketing
The concept of inbound marketing and outbound marketing were first introduced by Brian Halligan and Dharmesh Shah in 2005, and it has since evolved into a widely adopted marketing strategy for businesses of all sizes [6]
Outbound marketing, also known as traditional marketing or push marketing, is a marketing strategy that involves actively reaching out to potential customers Outbound marketing is characterized by the use of mass-marketing techniques such as advertising, direct mail, telemarketing, and sales promotions to generate leads and promote products or services The concept of outbound marketing is not associated with a specific individual or organization, but rather it is a widely recognized marketing approach that has been used for many years The focus of outbound marketing is on promoting a product or service through various channels to as many people as possible, with the hope of generating leads and sales Outbound marketing can be effective, but it also has some disadvantages such as high costs, low response rates, and the potential to be seen as intrusive by customers
Trang 16Bezovski (2015) also emphasized that the major meaning behind Inbound Marketing is to attract visitors to a website by creating and distributing useful content, converting those visitors into leads, earning their trust and then turning them into loyal customers [3] Moreover, according to Nguyen Do (2020), Inbound Marketing can also help grow 10 times in the following aspects: The website traffic, the converting of traffic into leads, sales growth, increasing of brand affinity and loyalty
In addition, inbound marketing is often more cost-effective than traditional outbound marketing methods, such as advertising, direct mail, and telemarketing By creating and sharing valuable content, businesses can attract and engage potential customers without having to spend a significant amount of money on advertising or other forms of promotion
1.4 Market Analysis
Before planning and implementing a marketing strategy which is suitable for the enterprise, the Marketing Department need to analyse the market in that they aim to compete Market analysis is an important tool for businesses to understand their market, identify opportunities, monitor the competition, inform decision-making, and support
planning and budgeting This is the process of gathering and evaluating information
about a market for several reasons:
- To understand the market: Market analysis helps businesses understand the size, structure, and competition of the market they operate in This information is crucial
in making informed decisions about product development, pricing, and
distribution
- To identify new opportunities: Market analysis helps businesses identify new
opportunities for growth and expansion This can include identifying untapped
customer segments, new geographic markets, or complementary products and
Services
- To monitor competitors: It helps businesses monitor their competition and understand their strengths and weaknesses This information is valuable in developing strategies to differentiate the business and stay ahead of the competition
Trang 17- To inform decision-making: Market analysis provides valuable data and insights that can inform decision-making across all areas of the business, from product development to marketing to financial planning
- To support planning and budgeting: Market analysis helps businesses develop realistic and informed business plans and budgets by providing a clear understanding of market trends and opportunities
The information above is used to inform business decisions, such as product development, pricing, marketing, and distribution strategies The process of analysing the market may involve several steps:
- Defining the market: The first step is to define the market that the business operates in, including the products or services being offered, the geographic area, and the target customer segment
- Collecting and analyzing data: This involves gathering data about the market, including data on market size, growth, trends, and competition This data can be obtained through various sources, such as government reports, industry publications, and market research firms
- Assessing market potential: Based on the collected data, the market potential can be assessed, including the size of the market and its growth potential
- Identifying trends and opportunities: Market analysis also helps to identify current and emerging trends within the market, as well as new opportunities for growth and expansion
- Understanding the competition: Market analysis provides a comprehensive understanding of the competition within the market, including the strengths and weaknesses of competitors, and the opportunities for differentiation
The goal of market analysis is to provide business leaders with the information they need to make informed decisions about their products, services, and overall strategy, in order to increase their chances of success in a competitive market
Market analysis is a crucial process for any business, as it helps to identify and evaluate the potential market for a product or service The main goal of market analysis
Trang 18is to determine the feasibility of a business idea by studying the market trends, competition, consumer behavior, and demand for the product or service The analysis provides valuable insights into the strengths, weaknesses, opportunities, and threats (SWOT) of a business, which can be used to develop effective marketing strategies
Market analysis includes several components such as market size, market
segmentation, market trends, customer behavior, competition, and SWOT analysis The
market size refers to the total addressable market for a product or service, which is determined by analyzing the demographic, geographic, and psychographic characteristics of the target market Market segmentation involves dividing the market into smaller groups based on specific criteria such as age, gender, income, and lifestyle
1.5 Competitors of Business
Competitors are other businesses that offer similar products or services and compete for the same customers Enterprises need to determine their competitors in the
market for several reasons:
- To understand the market: By analyzing competitors, enterprises can understand
the market structure and consumer preferences
- To benchmark performance: Enterprises can use competitor analysis to measure their own performance against the competition and identify areas for improvement - To identify opportunities: By analyzing competitors, enterprises can identify opportunities for growth and expansion
- To develop strategies: Enterprises can use competitor analysis to inform their
marketing and business strategies, helping them to remain competitive and achieve
their goals
- To monitor changes: Competitor analysis allows enterprises to monitor changes in the market, including new entrants and changes in consumer preferences, which
can help them respond quickly and effectively
Determining competitors is essential for enterprises to understand their position in the market and to develop effective strategies for growth and success There are some of the most types of competitors in business:
10
Trang 19- Traditional Competitors: Traditional competitors are businesses that offer the same or similar products or services in the same market as the focal company They are the most direct competitors and compete on factors such as price, quality, and marketing
- Substitute Competitors: They offer products or services that can substitute for the focal company's offerings For example, a company that produces desktop computers may compete with laptops and tablets as substitute products
- Complementary Competitors: They offer products or services that complement the focal company's offerings For example, a company that produces software for project management may partner with a company that produces hardware such as laptops or tablets
- New Entrants: They are companies that are new to the market and have the potential to disrupt the industry They may offer innovative products or services or use new business models that challenge existing competitors
- Suppliers: Suppliers can be considered competitors when they offer products or services that the focal company also offers This can create a conflict of interest and affect the profitability of both businesses
- Customers: They can also be considered competitors in some cases For example, if a customer decides to produce a product or service themselves rather than purchasing from the focal company, they become a competitor
According to HubSpot (2022), all businesses have competition, and this is key for innovating products, services, and marketing strategies [8, 11] Three types of competitors in business often highlight the importance of conducting a thorough competitor analysis
- Direct Competitors: These are the companies that offer similar products or services to the same target market as the business They are the main competitors, and the business must be aware of their pricing, marketing, and product strategies - Indirect Competitors: These are the companies that offer products or services that could be used as a substitute for the business's offering For example, a restaurant
Trang 20offering healthy food may have indirect competition from a grocery store that sells similar products
- Potential Competitors: These are companies that have the potential to enter the market and become direct competitors in the future It is important for a business to monitor potential competitors to be prepared for any changes in the market
Chapter Two: Data Analysis and Findings 2.1 Market Analysis
Market analysis explores the various approaches, techniques, and theories used in the study of market trends and consumer behavior Market analysis is a critical component of any business strategy, as it provides valuable insights into the needs and preferences of target customers, as well as the competition, the market environment, and the overall industry trends The enterprise needs to conduct market analysis in order to
understand the market (the size, the structure and the competitor), identify new
opportunities for growth and expansion, and support planning and budgeting
In this study, there are three criteria which need to be focused and determined They are the target customers, the competitors and the market trends
Customer portrait analysis involves understanding the needs, preferences, and
buying habits of customers This information is based on identifying the demographic of the target audience
Competition analysis involves analyzing the strengths and weaknesses of
competitors, identifying their marketing strategies, and assessing their market share This information is crucial for developing a unique value proposition that differentiates
a business from its competitors
Market trends refer to the changes in the market over time, such as the emergence of new technologies, consumer preferences, and economic factors Understanding market trends is crucial for developing effective marketing strategies that can adapt to the changing market conditions
2.1.1 Identify the target customers
As an education company in the field of online teaching English, in which Talkin English mainly focuses on teaching communicative English to adults and children
Trang 21| THANG LONG
UNIVERSITY Therefore, right from the beginning of entering the market, the company has clearly defined its customer profile
The target customer of Talkin English is likely to be individuals who are interested in improving their English language skills This could include people who want to learn English for personal or professional reasons, such as to travel, communicate with native English speakers, or advance their careers
The target customer could also include non-native English-speaking students who are looking to improve their English language proficiency for academic purposes Additionally, Talkin English may also target corporations and organizations that provide English language training for their employees
In terms of demographic characteristics, the target customer of Talkin English JSC has the following characteristics:
Table 2.1: Demographic characteristics of target customer of Talkin English
Age Gender Occupation Income Region
> 25 Male & Female | Not required > 20 million Not
VND/month required Other information:
- Spending most of the time at work, so these people often do not have time to
attend intensive classes
- Having smart electronic devices (smartphones, laptops), and having stable network connection
In addition, the demands of customers who looking to the company's services include:
- Group 1: Customers who need to learn to communicate They make up the majority of the customer file because they are adults, have stable jobs and need English to communicate and serve work
Trang 22- Group 2: Customers who register services for others It means that they are married, have children and want to expose their kids to English from an early age with the desire to help children form communication reflexes, as well as confidently use English
- Group 3: Customers who need exam preparation: This object is not much, only about 10-15% of the customer file They have the demand for studying and preparing for exams like TOEIC, IELTS, etc Most of them require exam preparation in a short period and they are willing to pay a higher fee than the common ground for 1-on-1
lessons with teachers
- Group 4: Customers who are corporators
The marketing strategy that was designed by the Marketing Department of Talkin
English is aimed to attract the “Group 1” and “Group 2” that was mentioned above
These two groups will be the main objects that bring about 50-60% of the revenue for
the business
2.1.2 Identify the competitors
The business has to understand the competitors in the market, in order to understand the market structure and consumer preferences, benchmark performance, identify opportunities, develop strategies and monitor changes Therefore, Marketing Department of Talkin English JSC has researched and observed centers in the online English teaching market in Vietnam, thereby identifying three types of competitors of
the company:
- Direct competitors: They have the same services (teaching online courses for communicating demand), the same customer portrait and the same segmentation in the
market For example: Topica Native
- Indirect competitors: They also have the same services with the enterprise
However, the target customer and segmentation are different For example: Wall Street
English and Lapo English
- Potential competitors: They are many companies that only provide offline
teaching services such as Langmaster and Pasal, but they might turn their business type
14
Trang 23into online service in the future Besides, apps learning English on the smartphone like Elsa, Cake, Duolingo, etc., also are other potential competitors
2.1.3 Identify the market trends
The trend in the online English language education industry is moving towards a more personalized and interactive learning experience Online learning platforms are using technology to provide students with customized content and activities based on their individual learning styles and progress
Another trend is the integration of artificial intelligence and machine learning into online English language education These technologies are being used to provide personalized feedback and support for students, as well as to help track their progress and identify areas for improvement
Finally, there is a growing trend towards collaboration and community building in the online English language education industry Many platforms now provide opportunities for students to connect with each other and with native English speakers, allowing them to practice their language skills in a social setting and build a supportive community of learners
These trends highlight the importance of innovation and the use of technology in the online English language education industry to provide a more effective and engaging learning experience for students
2.2 Marketing Strategy
Marketing strategy is a framework that guides businesses in developing a plan for reaching and engaging their target customers The theory emphasizes the importance of understanding the market, identifying customer needs and preferences, and developing a unique value proposition that sets the business apart from its competitors
2.2.1 The goals and the missions
Talkin English Online Learning Joint Stock Company clearly defines their mission in the statement of the company: “Talkin English provides quality English learning programs that bring long-term effectiveness to adults and children”
Trang 24company also outlines the development direction and the plan to pursue profit based on the satisfaction of the needs of students of all ages studying at Talkin English
The BOD of Talkin English JSC set the following objectives:
- Holding about 40-50% market share in providing communication courses for adults and children in the Vietnam market, making the company become a leader in the online teaching field
- Raising the annual sales growth rate for each type of product is about 10-15% a year
- Reaching out to almost customers who are 25 years old or older, have stable jobs, have a good income or higher and make up the majority of Vietnamese society
- Providing an experience that makes customers appreciate the quality of the
company's products compared to other competitors in the market
2.2.2 Suggest solutions
- Maintain and improve the quality of teaching to meet the increasingly diverse
needs of customers
- Take care of customers carefully both before and after they decide to buy the
product
- Implement and thoroughly use social media for propaganda and advertising
information to attract customers
According to the above solutions, the company expects the most to use
communication for the company's products and channels Talkin English directs almost all the activities of the Marketing department to this task, considering this work as the focus of the Marketing department in the growth period
2.2.3 Strategy formation
With a thorough analysis of the company's capabilities, combined with a clear identification of target customers, Talkin English JSC has focused on marketing activities The company's Marketing department has analyzed and evaluated the common factors and strategies and thereby formed the company's marketing strategy
16
Trang 25In the period from 1‘ December 2022 to 31‘ January 2023, based on the school of Inbound Marketing and the theory of 7Ps Marketing Mix, the Marketing Department conducted the market and set out the following specific marketing activities:
- Build multiple social communication channels (Facebook, Instagram, TikTok, etc.)
- Build different types of content to attract and attract customers with high purchasing demand
- Contact, support and provide solutions suitable for customers’ problems - Organize promotional events
- SEO marketing
With the activities outlined above, we will break the initial coldness and start chatting, then turn strangers into customers This is a way to demonstrate the credibility of the business, create trust in customers and make them convert to buying Therefore, it is necessary to closely coordinate the Marketing Department and the Sales Department for the marketing strategy to promote the best effect
2.3 Marketing Mix 2.3.1 Product
The product of Talking English is an online teaching service, so the company focus on offering high-quality teaching and interactive learning experiences the clients Therefore, the company pays great attention to recruiting and training a team of teachers who have long-term teaching experience, are highly educated and are dedicated to their work
Depending on the needs of customers, Talkin English has two types of classes: l-on-1 tutoring and group classes (4 students) In group classes, students will learn in 75 minutes, so in addition to the theoretical study time, the students will have more time to interact and practice with the teacher (about 15 minutes for a person) than in a large class On the other hand, l-on-1 tutoring classes will give customers privacy and convenience in terms of personal timetable, however, the tuition fee for this class will be higher
Trang 26Besides, the courses were designed to meet the demands and preferences of the
target customer
Table 2.2: Courses in Talkin English
English Communication for Business
English Communication for Vietnamese people (who are
living in foreign countries)
English Communication for Kids
Trang 27oervensi 2.3.2-.ETICE
The price of the online English teaching service in Talkin English is very competitive and reflective of the value it offers to students, offering flexible pricing options, discounts, and promotions
taikin English | =
HE THONG ANH NGU TRUC TUYEN s
x oO HOC BONG TRI AN
CUỐI NĂM
*GLÁM NGA Y
1% HỌC PHÍ LỚP NHÓM VN LỚP 1 KÈM †
~ N LẢ
TANG APP ELSA BAN QUYEN
*€ hương trình áp dụng cho tật cá khoá học
Áp dụng cho học viên đóng học phí trước 31/12 và nhập học vào
tháng ï hoặc tháng 2 năm 202 3 x
Picture 2.1: Promotion — Cre: Marketing Department of Talkin English | In the last month of 2022, the company implemented a discount program to show gratitude to customers on the occasion of the end of the year When the clients register for a group class, they will receive a 10% discount on the entire course and a 5% discount if they take part in a 1-on-1 class
Besides, when registering for classes during the promotion period, students are also given a VIP account of the Elsa app (The app supports self-study and improves pronunciation)
In addition, students who have used the service at Talkin English will receive a 5% discount when registering for the next course at the center This policy not only aims to encourage the purchasing of the customer, but it also turns buyers into loyal customers of the products and services of the company
Trang 28223 F lace
Place refers to the distribution channels used to market and sell the service The products of Talkin English are online courses, in other words, the company does not implement the traditional centralized teaching model, so we leverage the online platforms and technology to reach customers, as well as partnerships with
educational institutions
The platforms that are being used to access clients at the enterprise include
websites, social networks (Facebook, TikTok, Instagram) and YouTube The
enterprise also used online teaching tools such as Zoom, ClassIn 2.3.4 Promotion
Promotion encompasses the marketing and advertising strategies used to
reach the target market, leveraging social media, SEO, PR, content marketing,
email marketing, and attending industry events In this period, the Marketing team spent the following instruments to promote the image of the company:
- SEO Website:
+ Build a set of quality keywords, which contain: Ms Tram Nguyen, and Tram Nguyen English
+ Write 5 standard SEO articles per month in the field of online teaching and learning English
- Social marketing: Social network, which tools include Facebook Ads,
Instagram Ads and Google Ads, is used by many target customers, so the customer
insight on this channel is highly accurate Combined with the Inbound Marketing strategy, this is the main promotion channel that the Marketing Department of
Talkin English pays the most attention to
+ Build Facebook, Instagram and TikTok channels
+ Develop content on each channel with the aim of 3 contents per day
2.3.5 People
The people element refers to the teachers, support staff, and management
team who provide and manage the online English teaching service
20
Trang 29Not only the CEO of Talkin English, Ms Tram Nguyen also is an influencer in the field of teaching English Besides rich teaching experience, she has owned many degrees as well as certificates Additionally, Ms Tram Nguyen was the Communication Director of VIETTESOL, which has confirmed her stature and influence in this industry Therefore, thanks to the reputation of the leader, customers can put their trust in Talkin English
Because the company's product is an educational service, the qualifications of the teachers are also something that the company focuses on With strict requirements such as having graduated from university majoring in languages, having at least 2 years of teaching experience, having foreign language certificates (IELTS, TOEC), etc., Talkin English's teachers always accompany and ensure the output quality of students
Finally, it must be said about the support staff includes the Sales Department, Marketing Department and HR Department The members in these departments all have good background knowledge, they are young and dynamic Their work includes market research, customer care, etc., which contributes a significant part to the development of the company
2.3.6 Process
Process refers to the procedures and systems used to deliver the online English teaching service, including the technology used, the booking and payment process, and the delivery of teaching materials and resources
After the marketing activities, the customers raise the demand for the service of the company, thereby they will connect with us through fanpage on Facebook Then, the Marketing Department collects data from customers and gives them to the Sales Department The staff in this department will take care of customers, providing solutions to the situation customers are facing They also help customers schedule trial lessons and help with problems related to these lessons
Once the customer has made a decision to buy a product, their information and needs will be passed on to the coordinator to arrange the appropriate class schedule and teachers
Trang 302.3.7 Physical evidence
This factor refers to the tangible aspects of the online English teaching
service, such as the website, branding, and marketing materials, which help to
establish the credibility and quality of the service In reality, Talkin English JSC owns two fanpages on Facebook (including a page built under the personal brand of Ms Tram Nguyen and a general page), which have a total of 75.000 likes and
about 215.000 followers, and a group which have 282.000 members
Tiếng Anh trực tuyén danh cho
NGƯỜI LON va TRE EM
Dang ky tu van
Hệ Thống Anh Ngữ Trực (IMHH “ Tuyến Talkin English
English 46K lượt thích › 118K người theo dõi côn
@ Nhấn tin
& Bis 3 OT ea OR rn cu
Lượt nhắc Đánh giá Reels
Picture 2.2: General fanpage of Talkin English Online Learning JSC —
Cre: Marketing Department of Talkin English
Ze
Trang 31THANG LONG
UNIVERSITY
Tram Nguyen English 35K lượt thích - 102K người theo dõi
san Fe Sa “` Iề Đãthích Q Tìm kiếm Picture 2.3: Fanpage of Ms Tram Nguyen English (The founder and CEO of
Talkin English) — Cre: Marketing Department of Talkin English
In this group, the main activities will include livestream, knowledge sharing, document summaries, Q&A and customer feedback
Học Tiếng Anh cùng Tram Nguyen
yÝ, m English #
a @ Nhom Céng khai - 286,9K thanh vién
ze: Đã eet ae tind
Picture 2.4: Group of Talkin English — Cre: Marketing Department of Talkin English
2.4 Inbound Marketing
In fact, the implementation of the Inbound Marketing-style marketing strategy has been strongly focused on by the company's Marketing department right from the time it entered the market, making the company soon create a reputation and affirm its name Despite being a young company, Talkin English quickly left other competitors in the same segment behind
Inbound Marketing is a method of reaching users at any time, and it includes activities that help people, create meaningful value, and aim to build relationships with
Trang 32non-customers, potential users, and existing customers In addition, the Marketing
Department of Talkin English understands that social networks (Facebook, Instagram, TikTok) and communication channels are currently very developed in the age of technology Therefore, we utilize radically this convenience to create the contents that the target customers are looking for information through quality and useful content with
many different expressions such as articles, images, videos on social networks or
YouTube channel in order to help users solve the problems they are facing
In the period from 01/12/2022 to 31/12/2023, the Marketing department was assigned the task of increasing followers on two fanpages, with the goal of reaching 6.000 followers within 1 month It means that each fanpage must gain 3.000 new followers
Combined with the portrait of target customers, the marketing team understands that their clients often spend a lot of time at work and not much time on social networks They will ignore content that is too wordy or too time-consuming to read Therefore, the personnel of the marketing department aim to develop concise images and short video content In order to differentiate, emphasize and increase the value of products, Talkin English launches content samples related to the topic: "BASIC COMMUNICATION ENGLISH FOR BEGINNERS"
Content is a video consisting of two types, the first one is a video that provides useful vocabulary and knowledge for listeners and readers, and the second is designed as a podcast or interview, helping the audience to learn and relax at the same time These
videos almost are short videos (1 — 3 minutes), so they just take a few times for the
audience to watch
24
Trang 33|
MD 000/02 009)\) 00 TU Ô Ổ._ ee
F ma
976,6K
Picture 2.5: Video provide knowledge — Cre: Marketing Department of Talkin English
Trang 34Q: Where are you working ?
Bạn đang lảm việc ở đâu ?
A: ?m working for Talkin English Online Learning System Tôi đang làm việc cho hệ thống
Anh Ngữ trực tuyến Talkin English
1 7.Tlàn
en Trung Đức va 6,ðK người khắc
; = an AT n
Ld Nguyen Duc Thanh Ngủy
Picture 2.6: Video interview — Cre: Marketing Department of Talkin English The picture, which provides knowledge focused on vocabulary on familiar topics
in everyday life, also is another type of content marketing They are designed to be easy on the eyes, providing a pleasant viewing experience for the audience Each vocabulary will include English word, Vietnamese word, phonetic and illustration
26
Trang 352 &@ &
Walnut Almond Macadamia ¿ «2 | n‡ a mend ak os dem =
Hạt óc cho Hat hank nhan Hat mac ca sf
) eet
Chia seeds Pistachio Chestnut Soybean i as dz ip: stmƒ ¡ a2 tfes nat fsaibin
Hai chúa Hai đe cưới Hat de Hat dau nanh ’ gn: ,
_ xo
Sesame seeds mg pore Red bean Pumpkin seeds
ses aim wdz j Tred bn perp an st oe
Hại vừng Hạt dou ous Hat dau do Hat bi
Sunflower seeds Pine nut Peanut Pecan san fisver s cz pen nat pe nat o tens
Hạt hướng đương Hạt thông Hat lac Hạt hồ đào
Picture 2.7: Picture provide knowledge — Cre: Marketing Department of Talkin English
2.5 The results
The implementation of Talkin English's marketing strategy is most generally evaluated through the following three specific criteria: the reach and traffic, the engagement and the number of reaches related to demographic characteristics of target
customers
The implementation of Talkin English's marketing strategy is most generally evaluated through the following three specific criteria: the reach and traffic, the engagement and the number of reaches related to demographic characteristics of target
customers
First of all, it is the reach and traffic of fanpage on facebook The reach and traffic metrics can give an idea of how well the page is performing in terms of attracting and engaging its audience By analyzing these metrics, page owners can identify areas that need improvement and adjust their content strategy accordingly Besides, by analyzing the reach and traffic data, page owners can gain insights into their audience's preferences, such as what types of content they engage with most and when they are
Trang 36most active on the page This information can be used to create more targeted and effective content
xe me sr rusted Gì đ@rgevlon @ The efffect of contents
Facebook Fanpage Reach @
263.810 ¢ 212 Daily 40,0K 30,0K 20,0K ee xxx [7 ae 10,0K 0
14th Dec 21st Dec 28th Dec 3th Jan Tist Jan 16th Jan Facebook Fenpage Reach B Facebook Fangage Reach
Vist Jen 2023 - ts? Jan 2023 14th Dec, 2022 - 10h Jan, 292
Chart 2.1: The reach and traffic of fanpage Talkin English Online Learning System —
Cre: Marketing Department of Talkin English
The chart above illustrates the number of visits to the "Talkin English online English system" fanpage during the period from December 14, 2022, to January 21, 2023 The number of people reaching the page decreased by 31.7% compared to the
period from December 14, 2022, to January 21, 2023, the previous month In addition, from mid-December to early January, the number of people approaching increased
sharply and peaked at about 36,000 visits However, as of January 7, 2023, this number has been steadily decreasing The reason for this is that this is the Tet holiday period, so there are no members on duty for marketing
Looking at the second chart below, it can be seen that the number of people accessing the content transmitted by the Marketing team increased sharply compared to the previous quarter, increasing by 235% and reaching 957.4 thousand people within 90
days Based on each media file type, visual content can be seen that is accessible to users (6.1 thousand reaches), then video (3 thousand reaches) and finally, linked content (1.8 thousand reaches)
28
Trang 37| THANG LONG UNIVERSITY
Number of people reached
Number of people reached the posts (\) The average reach per each type of file
957,4K † 235,1%
Total in the last 90 days compare to the previous 90 days Image
Video 800K Sie 3K Link 600K RSS SS 1.8K Sound 0 200K Text 0 0
90 days previous 90 days ago
Chart 2.2: The reach of content on fanpage Talkin English Online Learning System — Cre: Marketing Department of Talkin English
The second criteria is engagement This refers to the level of interaction and involvement that your target audience has with your marketing message This engagement can be used as a powerful way to build relationships with the audience on a Facebook fanpage by responding to comments, thanking users for likes and shares, and creating engaging content, page owners can establish a strong connection with their audience Moreover, by analyzing the engagement data on a Facebook fanpage, page owners can gain insights into what content is resonating with their audience and what isn't This information can be used to refine the content strategy and create more engaging and effective content Besides, because engagement such as comments and shares can help to increase the reach of the post, exposing it to a wider audience so the Marketing Department also use the engagement to increase the brand awareness
The indices engagement by analyzing the number of likes, comments, shares, or click-throughs generated by your marketing efforts
The chart (2.3) shows the interactions of customers with contents produced by the | Marketing Department in Talkin English Compared to the 90 days before that, it can be seen that the reaction, comment and share raised 162,6%, by reaching 39,3 thousand of interactions
Trang 38Interactions
f 5
Reaction, comment and share \\/
39,3K + 626%
Total in the last 90 days compare with the previous 90 days
30K 20K 5 be 0 90 days previous 90 days ago
The average reaction, comment and share ©
of posts per each type of files
Image
Cn Sa ee eines 168 Video
Rea Pa aes ©1930
Link
LG DEN GA Dê NA TU NƯỚC §8
Sound
0 Text
0
Chart 2.3: The rate of reaction of customer on fanpage Talkin English Online Learning
System — Cre: Marketing Department of Talkin English
Finally, it is the number of reaches related to demographic characteristics of target customers Although attracting a lot of traffic, customers and having positive reaction from audiences, the Marketing Department seems to fail in providing content to the target customer As mentioned above, according to demographic characteristics of the clients, Talkin English wants to focus on people who are 25 years old and older However, the graph shows that the majority of people accessing content are between the
ages of 18 and 24, accounting for more than 60% Besides, we can realize that the
province/city that has the most audience is Ho Chi Minh City, it means that the contents
have more attention of the customers in the Southern of Vietnam Therefore, the
company can focus more on the customer file from this region
Trang 39were Ace & Gener : 18-24 25-34 35-44 45-54 55-64 65+ B Femaie MH Male 577% 423%
Province/city has the most audience Ho Chi Minh City
24.3%
Ha Noi
18.5%
Chart 2.4: The customer rate based on demographic charactersictics on fanpage Talkin English Online Learning System — Cre: Marketing Department of Talkin English
In conclusion, although there are flaws in attracting target customers, the marketing strategy for the period December 1, 2022, to January 31, 2023, is still considered successful by the totally reach of all the content on the fanpage reached about 1.6 million, in other words, there were 1.6 million clicks and reads of the posts on the page within two months, in other words, it could indicate that the content is resonating with people and that the fanpage is successful The number of new followers on the fanpage "Talkin English Online" increased from 118,000 to 122,714 followers, 1.5 times higher than the assigned target Moreover, the interaction of audience (based on likes, share and comment) also are a positive sign since they all increase compare to the previous quarter
Trang 40Page Overview Discovery
) Number of people the article reached 350.182
s» Posts engagement 248.054
™ Newlikes of Page 132 ’m New followers of Page 4.714
Interactions
a7 ni oa #4 Comment
Share
‘ie Photo's view
Picture 2.8: Overview of fanpage Talkin English Online Learning System — Cre:
Marketing Department of Talkin English
32