Sản phẩm mang nhãn hiệu OMINSU được đăng ký bảo hộ độc quyền trên toàn lãnh thổ Việt Nam. Sản phẩm của chúng tôi luôn tuân thủ quy trình quản lý chất lượng, được kiểm soát chặt chẽ ở mọi khâu, từ kiểm soát mọi yếu tố chất lượng đầu vào, đến khâu giao sản phẩm đến tay khách hàng. Trung thành với tôn chỉ: “OMINSU – Ai cũng nói là “Nồi đồng, cối đá”, mọi hoạt động của công ty chúng tôi luôn hướng tới mục tiêu chiến lược là: “Cam kết mang đến cho khách hàng những sản phẩm, dịch vụ tốt nhất, sản phẩm chất lượng vượt trội, an toàn tuyệt đối với dịch vụ tốt nhất”.
INTRODUCTION OF OMINSU VIETNAM CO., LTD.,
Company profile
Company history: OMINSU Vietnam Co., Ltd., formerly known as OMEGA
Electromechanical Manufacturing and Insulating Materials Co., Ltd was established in 2000 With over 15 years of experience in production and business, so far the OMINSU brand has become the leading brand in the Vietnamese market with the product lines "OMINSU electrical equipment" and "OMINSU lighting equipment" are known and trusted by customers and consumers across the country and now its products are available in almost every Vietnamese families
• Company name: OMINSU VIET NAM CO., LTD
• Address: Housing Building, 299 Trung Kinh Str., Cau Giay Dist, Hanoi.
• Number of employees: Professional sales distribution system covering the whole country with 230 specialized employees.
1.1.3 Mission, Vision and Core values
Products bearing the OMINSU trademark are registered for exclusive protection throughout the territory of Vietnam Our products always comply with the quality management process, which is strictly controlled at every stage, from the control of all input quality factors, to the delivery of products to customers.
Loyal to the principle: "OMINSU - Everyone says it is "Copper pot, stone mortar", all activities of our company are always directed towards the strategic goal of:
"Committed to bringing customers the best products and services." superior quality products, absolute safety with the best service”.
With that in mind, OMINSU has continuously provided to the market a product line of durable - safe - convenient electrical equipment that fully meets the quality standards of Vietnam and International At the same time, constantly researching,creating, improving, and testing are the strengths that make OMINSU brand different in the market Moreover, we are committed to listening to all feedbacks from customers to change and create new products that are more unique, safer and more convenient.
With a healthy financial capacity along with unceasing efforts in creative labor and production, our company always wishes to become a reliable and effective partner of partners, investors, builders and investors branding OMINSU electrical equipment has always become a "prestigious and close brand" to Vietnamese consumers.
OMINSU products are always guaranteed to be supplied quickly to all clients and are always trusted and appreciated by customers, thanks to a competent sales distribution system encompassing the entire country and over 200 specialist staff.
OMINSU, a major manufacturer of electrical equipment in Vietnam with over 20 years of expertise, is now expanding into the worldwide market.
Product
Conductive parts are made of cast copper alloy, ensuring good electrical conductivity and heat dissipation, high load capacity 2500W
.• The shells are made from PC, ABS, and fireproof plastic, so they have high heat resistance and impact resistance
• All types of lights use high-tech pulse sources, eliminate harmful magnetic waves to the eyes, prevent eyestrain, myopia, and save electricity.
The items are all created in a modern, beautiful, and elegant style, with the main colors being black and white They are also near and friendly to consumers, with a solid texture that is easy to use and has a high reliability.
In the event of a manufacturing fault, all OMINSU goods are warranted for a one-to-one exchange.
OMINSU products always follow to the quality management process, which is carefully enforced at every level, from the control of all input quality aspects through the delivery of products to clients.
Electrical equipment and lighting equipment OMINSU are home appliance products such as:
Human Resources
Ominsu's mission is to identify and develop extremely potential individuals with a positive attitude, innovative ideas, and exceptional professional abilities All employees at Ominsu have the opportunity to become true leaders of innovation with a great awareness of the global business environment thanks to a sophisticated personnel management system and several programs geared to promote bright individuals.
The corporation has a well-organized and well-defined organizational chart:
Macro environment
In the context of complicated developments of the COVID-19 pandemic, Vietnam's socio-economic situation in the first 6 months of 2021 continued to be stable and achieved positive results in all fields due to timely guidance, fiercely, deeply, the administration of the Government, the Prime Minister and the efforts of all levels, branches, localities, the business community and the people of the country.
Gross domestic product (GDP) in the second quarter of 2021 is estimated to increase by 6.61% over the same period in 2020, higher than the increase of 0.39% in the second quarter of 2020 GDP in the first 6 months of 2021 increased by 5, 64%, higher than the increase of 1.82% in the first 6 months of 2020.
The more stable macroeconomics makes the demand for the company's products also increase, but other businesses in the same industry also step up investment in production, which will cause OMINSU to face a lot of competition from competitors.Inflation is controlled at a low level, which is favorable for the company in terms of input material prices, and in investing in projects to upgrade factories, technology lines are less risky Investment efficiency and labor productivity have been significantly improved Economic growth gradually depends on exploiting natural resources and expanding credit; step-by-step application of science, technology, and innovation Currency and foreign exchange markets are basically stable; ensure credit sources for the economy, focusing on production, especially priority
→ With the rapid development of Vietnam, the Vietnamese market has a great demand for high-tech equipment This is an opportunity and also a challenge for OMINSU to expand its market share, develop production and produce new products.
In the context of the current economy and the next few years, the use of household electrical products is increasing and the demand is more and more diversified. Moreover, due to the change in people's consumer psychology according to different life stages, people's intellectual level is getting higher and higher, so the products require a high level of technology and design.
A large part of people in some places still has psychology about the price of products because their conditions are still not high, so the price affects their consumer psychology.
This is Ominsu's opportunity to supply to the market a product line of safe, convenient, and reasonably priced electrical equipment that fully meets Vietnamese and international quality standards At the same time, Ominsu is constantly researching, creating, and improving to develop the brand and meet a variety of needs.
Today's technology factor is developing very strongly With the strong development in science and technology and a number of fields such as Information Technology, computers, will help the company put new technology applications into production and management to improve working quality departments within the company This is also an opportunity for the company to upgrade the system of production and management lines so that the company does not fall into the backward state of technology and management
Some new applications put into production and management by the company are also strengths of the company in the market competition The company needs to innovate and upgrade the production line and management system because the development of competitors does not stop The introduction of such developed technologies makes customers more and more informed about the manufacturer when they know the factors in the production process.
In addition, there were 68.72M Internet users in Vietnam in January 2021.
- The number of Internet users in Vietnam increased by 551k (+ 0.8%) in the period 2020-2021.
- Internet usage rate in Vietnam reached 70.3% in January 2021 (Report Digital in Vietnam 2021 from We Are Social)
Before the COVID-19 epidemic appeared, Vietnamese people, in particular, used to spend 3.1 hours a day accessing the Internet for personal purposes.
During the period of widespread social distancing, this number skyrocketed to 4.2 hours/day and now stands at 3.5 hours/day.
8 out of 10 users think technology is a very useful tool, technology has become an indispensable part of people's daily lives.
(According to the Southeast Asia Digital Economy Report (SEA) 2020 published on 11/11/2020).
→ This is an opportunity for the company to reach many customers through advertising and communication on the internet.
In addition, the development of science and technology affects advertising activities and the communication level of OMINSU's products is more effective and new, especially in tools such as direct marketing, website, email, The demand for products is high for consumers, both in quality and quantity, and at the same time, science and technology also creates new and effective production resources for businesses, helping to reduce product production time and improve product quality production efficiency of the company's electrical equipment.
→ Therefore, the development of technology is an opportunity to make OMINSU's product promotion activities more effective and efficient.
The stable political situation of Vietnam is decisive in economic development, creating jobs, increasing incomes for workers, and increasing the consumption demand of the society This also has a positive impact on the creation and implementation of strategies of Vietnamese enterprises in general and Ominsu in particular.
In 2019, Vietnam had official relations with 189/193 countries under the UnitedNations; has economic - trade, and investment relations with more than 224 countries and territories worldwide; By 2020, Vietnam has signed 15 FTAs (in 2020 Vietnam has ratified and effectively implemented the EVFTA; participated in the signing of theRegional Comprehensive Economic Partnership (RCEP) and signed the VietnamFTA - United Kingdom), which is negotiating two FTAs; there are 16 strategic partners, 11 comprehensive strategic partners; participating in more than 500 bilateral and multilateral agreements in many fields; 71 countries have recognized Vietnam as having a market economy
These things have a significant impact on OMINSU's import, access to advanced technologies, modern production lines, and increased productivity.
Micro environment
Suppliers are those that offer a firm with inputs such as raw materials, components, labour, and other reserves in order for it to carry out its manufacturing and business activities When suppliers are concerned about supply restrictions, it typically puts pressure on businesses, forcing them to keep large inventories, resulting in higher prices A company's relationship with its suppliers is a power dynamic Both are dependent on one another for survival As a result, businesses must maintain a good and amicable relationship with their suppliers This is required for the organization to function properly
Information sheet about some of OMINSU's suppliers
1 Lidovit Company Screws, bolts, nuts
2 BENTA Chemical Company Plastic composites
3 Thai Hung Packaging Company Catalog packaging
4 Hanoi Advertising Printing Company Stamps, labels, leaflets, duplex boxes
5 Dulico Company Copper coils, rolled copper of all kinds
6 P-care Plastic Company ABS, PC, PBT, HDPE, PP
8 Thuong Dinh Cadisun Electric Wire and Cable
Electric wires, cables, aluminum wires
9 Viet Vipaco Packaging Company Clear nylon, composite nylon, adhesive tape, wrapping film
(Data are provided by company )
Some salient features of the products offered
Thuong Dinh Cadisun Electric Wire and Cable provides Electric wires, cables, aluminum wires these are products used to connect electrical equipment and transmit power ã
Thai Hung Packaging Company provides catalog packaging : catalogs are designed with a clear layout , full of all information about current products and services that
Ominsu is providing , colors fit with content , sharp images , Light multi-purpose paper material brings cheap price
Hanoi Advertising Printing Company provides Stamps, labels, leaflets, duplex boxes.
- Labels help customers recognize and distinguish Ominsu's products Stamps are affixed to products for the purpose of providing information about the goods Specifically, product name, production unit, For duplex boxes are also very important the majority of products Good paper material, suitable for products that need to be protected inside to ensure maximum safety when transporting and consuming.
- Colors, printing fonts and symbols are suitable for the product to create a lasting identity of the brand
- All necessary information is printed clearly, specifically and accurately
- The box is easy to open, the box structure is firm, not easy to be waterproof
Helps to protect the product from being affected by the external environment, causing damage and oxidation, affecting the properties and operation of electrical equipment.
Customers are individuals, households, companies, businesses are the end consumers potential customers boost business activities by increasing their demand. Customers are people who buy an organization’s products/services In simple words, an organization cannot survive without customers A consumer, on the other hand, is the ultimate user of the product/service.
OMINSU's customers are households in Viet Nam, and organizations , contractors of construction projects at completion, distributors, manufacturers of household electrical appliances
The table below provides some of Ominsu's customers :
1 EVN Vietnam Electricity Corporation electrical equipment
Commercial Joint- stock Bank electrical equipment
3 Prudential Prudential Financial, Inc electrical equipment
5 MB bank Military Commercial Joint electrical equipment
1.5.2.1 Customer requirements a) Customers are businesses or contractors of works
Request large quantities, ensure equipment design standards in dwelling and public building :
- TCXD 16 : 1986, Artificial lighting for public works;
- TCXD 175 : 1990, Allowable noise levels in public works - Design standards; - TCXDVN 319: 2004, Installation of equipment grounding systems for industrial works - General requirements;
- TCXDVN 333: 2005, Artificial lighting outside of public works, and urban infrastructure engineering - Design standards;
- TCVN 2546: 1978, Lighting electrical panels for houses - Technical requirements;
- TCVN 3751: 1981, Complete transformer station with capacity up to 1000 KVA, voltage up to 20 kV - Technical requirements;
- TCVN 4400: 1987, Lighting techniques - Terms and definitions;
- TCVN 6160, Fire prevention for high-rise buildings - Design requirements;
- TCVN 7114-1 : 2008, Lighting in the workplace
- TCVN 7114-3 : 2008, Lighting of the workplace
- TCVN 7447-5-51 (IEC 60364-5-51), Electrical installations of buildings
- TCVN 7447-5-53 (IEC 60364-5-53), Electrical installations of buildings
-TCVN 7447-5-54 (IEC 60364-5-54), Electrical installations of buildings
- TCVN 7447-5-55 (IEC 60364-5-55), Electrical installations of buildings;
- TCVN 9207 : 2012, Laying electrical lines in houses and public works;
- QD 11 TCN 18: 2006, Regulation on electrical equipment regulations; - QD 11 TCN 19: 2006, Regulation on electrical equipment
- QD 11 TCN 20 : 2006, Regulation on electrical equipment - QD 11 TCN 21:
The voltage loss at the poles of the lamps and of the dynamic equipment placed farthest from the rated voltage must not exceed the following values:
- For lighting for evacuation and emergency lighting: 5%;
- For equipment with voltage from 12 V to 42 V (calculated from the power supply): 10%
+ Long-term working in steady mode: 5%;
+ Long-term working in breakdown mode: 10%.
NOTE 1 Power grids, including remote control and automatic control grids, need to be checked with the starting mode of electric motors
NOTE 2: Grids Lighting power, when in fault mode, allows voltage drop up to 12% of rated voltage value.
Sockets for specific electrical equipment must be calculated according to the rated electrical capacity of such electrical equipment
When there is no specific data on electrical equipment using the socket or the specific application of the socket, the capacity of the socket circuit is determined as follows:
- For working houses, headquarters, public offices load capacity from electrical outlets must be calculated with a load capacity of not less than 25 VA/m2 of floor, see clause 220.14 of NEC 2008 standard;
- For houses and other public buildings, the capacity for each single outlet is not less than 180 VA or for each outlet unit on a clamp For socket-outlet equipment composed of 4 or more socket-outlet units, the calculated socket-outlet capacity is not less than 90 VA per socket unit, see clause 220.14 of NEC 2008 standard.
Households do not buy in bulk, mainly retail They ask for products with affordable prices, beautiful and modern designs, easy to buy, diverse and relevant products, serving the needs use by customers, and receive advice on purchase and installation instructions.
Every company faces competition Competitors are other organizations that compete for resources as well as markets As a result, it is critical for an organization to be aware of its competitors and capable of analyzing risks posed by its competitors.
At all times, a company must be aware of its competitors, their strengths and weaknesses, and the most aggressive and strong competitors.
Direct rivals and indirect competitors are the two types of competitors Direct rivals are firms and enterprises that sell similar products and services to yours Indirect competitors are businesses and organizations that trade in goods and services in order to substitute their own goods and services.
These are companies that now produce, sell, and supply electrical equipment and services.
K.I.P Viet nam joint stock company electrical equipment 01/1967
With over 50 years of production and business activities, the Company has built a brand name and high reputation in the field of manufacturing electrical equipment There are over 100 different products.
Has branches in 3 regions: North, Central and South of Vietnam
The website provides complete information clearly and fully updates the name of the distribution branch
2 Sopoka Omega electrical 03/2000 Modern product design electrical equipment manufacturing co.,ltd equipment
There are 35 diverse products Distribution: domestic and overeseas market
Penetrate the foreign market Such as Iraq , Syria , libanon , Palestine
1994 Website provide up-to-date information, have branches and stores in foreign
As can be seen from the picture OMINSU’s product is somewhat more beautiful, nearer and more friendly to consumers, easier to use and has a high reliability In the other hand, this is one of OMINSU's strong points.
However, the company OMINSU needs to improve on building a website, invest , improving promotion tools to reach more customers, search engines optimize and update more information about the company and products Expand the market and find solution to shorten the gap with competitors , enhance brand value
Competitors pose a great threat to OMINSU It can be seen that compared to its competitors, OMINSU is having difficulty penetrating the international market and lack of product variety , There is no investment in promotion, the website is not updated, it is difficult for customers to find out information.
SWOT
- Brand 20 years in the industry of manufacturing electrical equipment - lighting equipment Professional sales system covering the nationwide market
Healthy financial resources Clear development vision, always innovating technology in production and business.
- The foreign market has not been exploited yet, which is very suitable for the manufacturing industry.The electrical products of OMINSU Company have a monotonous design that is not diverse and a modern design that is not high-end The products that the Company offers in the market are similar to those of competitors, the Company has not really made a big difference in design compared to business competitors in the same market segment.
- The manufacturing industry, especially the lighting equipment industry, has developed for many years, but the market demand is very large In addition, the civil electrical equipment industry is a large industry with many types of civil service equipment such as household electrical appliances, electric cables, etc
The macro economy is becoming more and more stable
- Vietnam is a market with great demand for technological equipment and civil equipment, this is an opportunity for OMINSU to develop and expand its market share.
- In the era of increasingly modern society, especially the time of Covid, people pay more attention to the quality
- As mentioned above, society is increasingly modern, so customers have higher demands on products such as: quality, design, convenience, price, Therefore, the company requires constant research Research, create and improve products to meet customer needs
- The consumer electronics manufacturing industry is generally a large industry, which means that there are many long-standing strong competitors and emerging competitors also frequently appear in the market Fluctuations in global production material prices are also a big challenge for businesses. of life Therefore, the consumption of consumer equipment is increasing day by day, which is favorable for Ominsu's sales and production of new products
- Currently, Vietnam's political relations with other countries are increasing day by day This is an opportunity for
OMINSU to export and import, access advanced technology, upgrade production lines, and increase productivity.
PROJECT OVERVIEW AND SITUATION OF
The reason for choosing this project
Today, Viet Nam is increasingly integrating and developing the global trend in globalization, industrialization, modernization is ongoing Therefore, each business is aware of the importance of marketing strategies to survive and thrive in markets and have differences from competitors The right marketing strategy will help businesses reach potential markets, conquer and entice customers and can say that marketing strategy is a bridge that makes business closer to the market.
The output of electrical tools and equipment tends to increase along with the strong development of the construction industry In order to capture a large share of the electrical tools market in Vietnam, in addition to equipping modern production lines to produce high-quality products, businesses need to strengthen marketing activities so that their products and brands The company is becoming more and more popular with customers.
As a company established in 2000, OMINSU company has also realized that The company has set out many marketing policies and strategies to gain market share in this potential market However, the company's share in the market is not overwhelming compared to other competitors Part of the reason for this lies in the company's marketing and promotion campaigns Therefore, after carefully reviewing the performance of OMINSU with the desire to improve business activities, we decided to choose "Developing promotion campaign for electrical equipment ofOMINSU.Co.,Ltd” as the subject of our internship report to evaluate the company's promotional campaign and make some suggestions to improve it.
Promotion campaign status
Through the promotion mix, OMINSU aims to fulfill two basic objectives One is to build customer awareness that the products and brand exist The other is to persuade them to actually pick this product and continue to buy it.
The company may choose one or more of these in harmony to ensure a clear, effective and direct message reaches the customer The four main tools of promotion are:
In order to inform and convince the target audience, OMINSU Company advertises in different means such as introducing products through the Company's homepage at the website: www.ominsu.com This website provides customers with information about electrical equipment products such as power plugs, aptomat, switches, sockets, business goals and mission and partners, customer company contacts to can easily approach customers, build brand and reputation for OMINSU. However, the Website still lacks a few defects such as links to other social networks of the company no longer working, the news section does not update new news anymore and the installation instructions only have very few products The website is in 2 languages, Vietnamese and English, but when it is converted to English, the translation function is not complete The company's information is also not clear, lacks the company's goals, vision, and positioning, which makes it difficult for customers, especially new customers, to learn about the company and they will analyze wondering whether to trust a product from a company about which they have so little information.
The results of this survey provide customers' opinions, the difficulties they often face when accessing the company's website:
For customers, they have a lot of difficulties accessing OMINSU's website, such as the unclear layout of the website making it difficult for them to find products, the information of the products is also not regular Regularly refreshed and updated on the website In addition, they also want to update more store branches to make shopping more convenient
Moreover, OMINSU advertised the information on the product's packaging each product is packed and labeled with important information and specifications such as the product's name, code, voltage, amperage, quantity, color. b) Facebook fanpage
Facebook users in Vietnam 2020 has 69,280,000 users as of the end of June 2020, accounting for 70.1% of the entire population Thus, compared to 45.3 million people in 2019, currently in 2020 Facebook users in Vietnam have increased by 24 million people, equivalent to an increase of 53.3%.
Facebook Vietnam statistics 2020 – Facebook users in Vietnam 2020 – Facebook users in Vietnam 2020 – Source: napoleoncat.com
In Vietnam, there are more than 69 million Facebook accounts accounted for two-thirds of Vietnam's population (96.2 million people – 2019 figures, According to gso.gov.vn) Of which, 50.7% of Vietnamese Facebook users are male, the remaining 49.3% are female and other genders Currently, Vietnam has more than 1 million Facebook advertising accounts, and spending mainly falls on big brands or Facebook advertising services In Vietnam, Facebook is also a popular platform for online sales. Nowadays, the trend of livestreaming is also widely used by young people to introduce goods and services, more popular than in other countries in the region To build an image of potential customers, or to apply it to campaigns, Facebook advertising services, growth services Like Facebook, the service of making green ticks, buying and selling for rent of green ticking pages is very effective.
OMINSU also decided to create a fanpage on Facebook to increase visibility for potential customers, introduce products to reduce marketing costs for the center and increase brand awareness.
In addition to OMINSU's main website, the company also has a personal fanpage for the purpose of updating information and interacting with customers.
The company's fanpage currently has more than 555 likes and 576 followers This data shows that the interaction of the Fanpage is not high The company has not focused on advertising on Facebook, the interaction is still poor, does not run ads to attract customers' access and the latest post is on 11/18/2021 after an advertisement has been inactive since 2018
The previous posts were also unsatisfactory because they only posted product images without a description and phone number for advice or call-to-action Not only that, when entering the company's name in the search bar of Facebook, many results will appear for the company and the number of likes is the same, this will make customers confused Customers can not figure it out if it's OMINSU's main website or just a fake fanpage.
This result give information regarding Customer’s opinion about their experience when searching for Ominsu on facebook
Through this result, it can be seen that customers are having difficulty in finding the company's official Facebook page, it is difficult for them to distinguish between the impersonation page and the official page all information related to products, but OMINSU fanpage often does not update new information about their products
Next is quite important to mention that is the interaction of the admin on Facebook with customers, on social networks the interaction is what the company aims to have to have interaction to be able to connect with customers but it looks like they didn't do this well
The information that they provide to customers is also vague and unclear, which will create misunderstanding or discomfort for customers who are looking for products The interface of the cover photo avatar, or the photos that are posted with each status post, cannot be ignored if you want to make an impression on customers c) Trade shows
Trade shows are an important promotional activity targeted to resellers is the trade show- a forum/an event where manufacturers can display their products to current as well as prospective buyers It held to bring together members of a particular industry to display, demonstrate, and discuss their latest products and services Trade shows are a major opportunity to display one’s product lines and interact with customers. OMINSU periodically introduces through booths of Exhibition of Vietnamese Goods in Giang Vo and specialized exhibitions of electrical equipment in the country Participating in the Exhibition of Vietnamese Goods also helps OMINSU build relationships with potential customers, not only that, participating in exhibition also helps the company observe and learn more knowledge related to their expertise industry from which to develop and make appropriate strategies.
Opposite of the one directional promotional methods, direct selling connects company representatives with the customers These interactions can be in person, over the phone and over email or chat This personal contact aims to create a personal relationship between the client and the brand or product
With a professional sales distribution system covering the whole country, with over 200 dedicated employees, OMINSU products ensure timely delivery to all customers and receive the trust and appreciation from customers client side.
With the personal selling tool, OMINSU's sales force is trained to persuade distributors and retailers to purchase merchandise, collect customer information, resolve complaints and provide responding to customers, storing each customer's information, developing new distributors and retail stores These efforts have contributed greatly to the development of the Company's network of distributors in the provinces and significantly increased sales in recent years.
Proposed
3.1.1 The importance of Proposed Promotion Tools
Promotional campaigns can contribute greatly to increasing revenue and profits
Promotion is designed to speed up the selling process and maximize sales volume.
By providing an extra incentive, sales promotion techniques can motivate consumers to purchase a large quantity of a brand shortening the purchase cycle of the trade or consumers by encouraging them to take more immediate action.
Promotion aimed at dealers encourages them to stock new items, buy in larger quantities, buy early, pay early or stress a product in their own promotion efforts. Dealers can be motivated to sell special items through merchandise allowances or contests.
Thanks to the importance of promotion, trade will become more dynamic From there, businesses will make decisions to set up more reasonable distribution channels.
Find new customers, attract customers' attention, convince them of the benefits, attractiveness of the products and consumers' confidence in the product and build the brand awareness of OMINSU.
Call to Action: One of the most common goals of promotional campaigns is getting a call to action Brands invest in banner ads, promotional links… to get their potential customers to take action.
- Building Brand Awareness: Branding is one of the most central communication objectives every company and product must have to succeed in the long run. Attracting customers to OMINSU and then delivering a quality product drives repeat business, and ultimately customer loyalty Moreover, we want to build awareness of customers when thinking electrical equipment, they will immediately think about OMINSU Company We aim to promote a number of provinces and especially big cities in Viet Nam such as Ha Noi, Da Nang, Hai Phong, Ho Chi Minh City, where, have many construction projects, real estate projects of Viet Nam
- Creating Interest: Promotion programs aim to make potential customers interested in OMINSU's electrical equipment products, thereby causing them to make a purchase The goal here is to identify needs, emphasizing how the featured electrical equipment can meet their needs The target is to get 5-7 new customers to place the order in 2 months.
- Differentiate Product: OMINSU uses a promotional campaign to differentiate products and make customers aware of the difference between OMINSU’s electrical equipment and other brands In a competitive and vibrant market, OMINSU needs to regularly remind customers about the presence of products and businesses on the market The objective is that when referring to electrical equipment, customers will immediately think and choose OMINSU.
- Reinforce the Brand: Once a purchase is made, OMINSU can use promotion to help build a strong relationship that can lead to the purchaser becoming a loyal customer This can also aid in the creation of product advocates among the customer base
- Expanding Market Share: The goal is that OMINSU will achieve efficiency, achieve a high turnover in business activities and increase market share by 5% within
Marketing communication tools
The internet is the fastest method of transmitting information to customers anytime, anywhere.
The role of the website
If OMINSU's stores are the face of the company, OMINSU 's website is the face of the company on social networks, online customers contact OMINSU often through the website, Facebook Through the website, customers will have specific comments about OMINSU If our website is designed impressively, attractively and with quality, it proves that we are a professional business, it will create sympathy as well as create a reputation for customers.
The website helps OMINSU provide information to customers Customers with buying needs often tend to find out information through the website, they look for information about OMINSU, information about the design, quality, content of civil electrical products, preferential policies, addresses, stores, etc The website helps OMINSU provide full information to customers near and far quickly and widely.
Website is one of the effective support tools for the promotion of products, considered an effective method for the company's marketing strategy, contributing to advertising OMINSU 's image and products closer to customers more, customers remember the OMINSU brand more, improving competitiveness with other companies in the market
In addition to selling products directly at the store, the company can take advantage of information technology to open an online store, receive orders, and sell online Thus, the website helps OMINSU to expand operations without having to hire employees and space and still increase sales Especially during the time when the Covid-19 epidemic is happening very heavily and customers hardly like going to crowded places such as shops, supermarkets, , doing business online through the website is extremely convenient.
Current status of the company's website
Following the modern business trend, investors are gradually turning to searching for information about products & shopping more online and we would like to mention OMINSU 's website.
- Simple interface, easy to see, easy to find products, user-friendly, easy to operate, perfectly suitable for electrical products.
- Full product and company information, with detailed contact information such as phone number, gmail, suggestion box, head office address, easy for customers to feedback, has technical instructions.
- Information on some products is incomplete, the technical instructions are still small, the content is not attractive, the "enter keyword search" box is too small
- Website loading speed is still slow,
- The address of stores and branches has not been updated, and the google map has not been attached yet
- As a website of a company selling consumer electronics, but the website has not opened the sales function, the new website stops at introducing information and providing information
Add links to other social networks of the company such as Facebook, Zalo, add a consultation call in the phone number section.
Update more existing products of the company, supplement missing information in some products, simple and easy to understand content
Update more product installation and use instruction videos in the technical instructions section to facilitate customer care after purchase, customers can quickly track operations without having to read many words.
Adding a list of branches, with a google map link for convenience for customers to know and move to the branches near them
Edit the translation tools on the web to translate correctly (still have translation errors)
Adding a sales function on the website, exploiting the sales functions of a website to make it more convenient for customers to buy and increase revenue for the company.
• Customers can update the most accurate and most accurate information from the company's website, making it more convenient to operate on the website, so that negative feedback is less.
• The editing and completion help the website become more professional and new, customers have a favorable view of the brand, and improve the company's reputation.
• The addition of branch information helps customers come to the store more, customers can directly observe products and have a higher ability to make purchasing decisions.
• After adding the sales function on the website, it is more convenient for customers to buy goods, thereby increasing revenue significantly.
3.2.1.2 Suggestions to improve activity on Facebook
Why should you care about promoting on Facebook?
Facebook is a social network with immense communication power Currently, the number of people using Facebook in Vietnam is nearly 76 million people (77% of Vietnamese people), especially during the Covid-19 period, the number of users is increasing In addition to using this social network for entertainment, brave people tend to search and buy products, gadgets,
Unlike other advertising channels, Facebook ads greatly support marketing activities, to meet many different advertising purposes of the company If in the past you could only advertise with images, today Facebook supports you to advertise Videos, check-in locations, attend events, increase page likes,
Facebook has high flexibility, we can not only reach a large customer file, but also reach the right target customers, helping the advertiser's ad show in front of people who are interested in the product of the company
Facebook advertising costs are very cheap When advertising, the company only needs to spend a small amount of money by half when advertising on other social platforms, but the results are not small.
Through Facebook, not only can companies provide information to customers, but customers can also give feedback, suggestions or ask questions to the company.
In addition, Facebook is not only limited to the social networking space, but it also allows you to direct customers to your website to increase sales through URLs.
Full update page with contact information, introduction, website, opening-closing time.
The posts mainly introduce new products, good and complete content, but the frequency of posting is very little (3 times a month), there are no posts to update promotional information to attract customers.
The page has been open for a long time, but because it has not run ads, the visits are very few, only 50-70 interactions per post.
There are some fake websites, difficult to find, customers don't know which is the official website of the company.
Report fake Facebook pages, use only 1 official page to post notices for users
Run ads on Facebook, setting the target customers to be Vietnamese people, aged 20-45, both men and women, who often search for information about household appliances, to save costs but still can reach the right target customers
Create periodic posts (about once every 3 days) Content focuses on content (succinct, concise, correct spelling, write compelling headlines, use curious questions, provide valuable information, use beautiful images, attach chapters promotion, ) Design a posting schedule to ensure the frequency and arrangement of staff on the fanpage to respond to comments, respond to messages, and receive orders from customers immediately Take advantage of the golden times to post such as 6-8am, 11am-13pm, 7-8pm, those are the hours when customers are free and they often tend to surf Facebook, which are also times for customers to easily make the best buying decision.
• Customers can easily find the company's official Facebook page, there are no more cases of buying from fake, low-quality pages.
• Fanpage attracts more interactions, more followers and thereby more orders, increasing the company's revenue
• All customer questions are answered promptly by the customer service department, customers have a favorable view of the company, the company no longer receives many complaints about the customer's bad experiences.
• Updating branch addresses also makes it easier to find stores and increases revenue for the company.
Zalo is the second most-user social network in Vietnam (after Facebook) With nearly 60 million users, Zalo becomes a lucrative land for businesses to reach more customers because of its ability to reach users.
The ability to reach users of ads on Zalo and the interaction rate of users on Zalo take place in an exciting way This is also the main premise for businesses and individuals to be closer to their customers than ever before.
PROJECT IMPLEMENTATION ASSESSMENTS
Advantages and difficulties encountered during internship
After 2 months of internship at OMINSU Company, our group has completed our project Our project is implemented on schedule We also received a lot of useful guidance and support on the team's project From our internship at OMINSU, we have received many advantages:
Comfortable and friendly working environment: The employees of OMINSU are friendly, sociable, respect each other and help us during the internship Moreover, we also get to practice and study in a professional, dynamic environment, and gain a lot of practical experience From these, we can have good preparation for our future career.
Our team members have an opportunity to work in a team and practice teamwork skills, time management skills so that we can complete assigned tasks on time, and devote time to study and teamwork We also help each other in the process of completing our report.
The working environment: members must adapt to a serious working environment The working environment at the company is different from our learning environment.
Our team members have many different thoughts and ideas so we need to have time to decide and identify the most suitable ideas.
Working pressure: our members are pressured by having to balance between study and work Moreover, members must communicate directly with employees in the company and work with them Sometimes at work is still criticized for making mistakes.
Solutions
During and after an internship at OMINSU Company, we realized the importance of Marketing in the company, so that we have to learn more and broaden our knowledge about the Marketing field to work in a professional environment.
Arrange suitable timetables: A specific timetable will help us balance internship time, study at university and do projects better If we do not have this, we cannot complete this report because we study full time at university.
For our teamwork problems, with different ideas, we need to consider and discuss which ideas suitable for customers' need and which one can attract many existing customers, potential customers, budget and ability of company before making final decision
Our contributions for company’s activities
During the internship and working at OMINSU Company, we came up with new ideas for a promotional program for the company We also help with some activities for co-workers at OMINSU and receive many positive comments from tutors and seniors This will be the motivation for us to learn more Marketing knowledge to have good skills and experiences for our future career.
Our achievements during the internship
During the internship and group project implementation, our group is able to absorb the knowledge at school to serve the group project report When working at OMINSU, our members are exposed directly to a professional working environment. Working at OMINSU gives us the opportunity to gain more Marketing knowledge because there are many things and knowledge we did not know when we learned at university and we must use and improve it in the future
During the process of learning and practice, team members have improved our skills from difficulties encountered:
- Communication skills: We feel that we have improved communication skills because we have to communicate with co-workers to discuss our work together and we are better in communication with everyone in the department.
- Time management skill: Our group has learned to manage time and arrange timetables to balance working and learning on the same time, complete tasks on time and cannot miss the tasks
- Teamwork skill: We realized the importance of teamwork and it required good teamwork skill if we want to do an internship project and we did it We also helped each other during the internship and completed our report, learned how to work effectively when working in a team and solved our conflicts in this process.
Conclusion
OMINSU is a company with a strong foothold in the Vietnamese market in general and the electrical equipment market in particular Although the company has had developments in recent years, it also needs innovation and focus to develop promotional tools so that OMINSU can go further in the market After the internship at OMINSU and together, we came up with ideas to propose and bring solutions in the OMINSU product promotion campaign.
Our group's proposals still have perhaps shortcomings However through the internship process and completing this report we also try, hope and wish the company can go further and always achieve a good market share and develop in the future
APPENDIX
To easily analyze the current Marketing tools of company:
Our team performed a survey to gain more about the customer's difficulties and requirements for the company's Marketing tools:
Ominsu CO., LTD would like to invite you to participate in a customer survey by responding to the questions in the survey below Your partnership will aim to help the company improve our marketing tools.
I guarantee to keep the information you supply secret and not use it for any other reason without your permission.
1 Are you using Ominsu products?
2 What will you do when you want to buy?
□ Go to the familiar store you used to buy
□ Try other new stores around the area
□ Search and order online through home appliances websites, social media
□ E-commerce channels such as shopee, tiki, lazada,
3.How do you know Ominsu?
□ Search on websites that sell household goods
□ Accidentally came across Ominsu's advertisement somewhere
□ Got it from home appliance stores
4 Experiences you come across when searching for O's products on social media o There are many junk pages, difficult to distinguish the official page o information is not up to date o no interaction between admin and customer, poor consulting service o the content posted is not clear o other
5 What social networks do you usually use?
6.What difficulties do you face when accessing Ominsu 's website?
□ The layout is not clear
□ The website does not support the items you are interested in
□ Information is not up to date
□ not update branch store information.
7.What do you think about Ominsu 's website design?
□ The website does not have an attractive and beautiful interface
□ the website doesn't have a pleasant experience for me
□ The website has no outstanding features, different from other websites
8.Which of the following forms of promotion do you prefer?
□ Bonus products when buying in bulk
□ Services included with the product
9.Are you satisfied with our customer service?
10.What is your experience with our customer service?
□ Stubborn consultant, not providing enough dedicated information
□ Friendly staff, enthusiastic customer service
□ Good after-sales customer service
□ Bad after-sales customer service
11.Are you satisfied with our catalog ?
12.What is your experience with our catalog ?
□ I can easily find information about products , services , advertising
□ Clear and logical design, layout
□ I cannot easily find information about products, services, and advertisements
□ Design, layout is not clear
13.In your opinion, what do we need to improve to be closer to you?
□ Update product information on the website more often
□ Update product information on social media more often
□ Improve after-sales customer service
□ Design more models, more beautiful colors
14.What do you think about the promotion that the company has implemented?
□ Very attractive to me and has a great influence in the decision to buy
□ Very interesting but I need more research
-The end- Thank you very much for your help.