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PROFESSIONAL BACHELOR OF MARKETING AND SALES MANAGEMENT COURSE 2021-2022 THUONGMAI UNIVERSITY JEAN MOULIN LYON III Licence professionnelle Commerce spécialisation Métiers de la Vente Professional degree in Marketing & Sale 2021–2022 INDIVIDUAL INTERNSHIP REPORT Subject: Developing Bingsport website promotion activities Name: PHAM MINH QUOC HIEU Class: CN16 – MAR1 Tutor in University Ms Corinne MONTOYA Ms BUI LAN PHUONG Tutor in enterprise Mr LE QUANG MANH Ms DANG THI NGOAN Hanoi, June 2022 Acknowledgement In order to be able to complete the thesis, in addition to my own efforts, applying the knowledge I have learned, researching and learning, as well as collecting data related to the topic, I always receive help, enthusiasm of colleagues and friends I would like to thank Ms Corine Motoya - teaching assistant at the Faculty of International Education of Jean Moulin University and University of Lyon III for helping and providing me with extensive knowledge so that I have a basis for research topic Especially, I would like to express my sincerest thanks to Ms Bui Lan Phuong - who wholeheartedly guided me in this topic I would like to thank Mr Le Quang Manh, manager of the Bingsport website, for providing me with the necessary information during my recent internship to help me complete this essay I would like to thank Ms Dang Thi Ngoan, Marketing Manager and colleagues in the company for helping me in the process of collecting information and data during the research process Finally, I would like to sincerely thank my family, parents and friends who have always supported and helped me have time to research the topic and wholeheartedly support me during the project implementation In the process of implementing the thesis, although we have tried to perfect the topic through referencing documents, exchanging and absorbing comments, mistakes are inevitable Therefore, I really appreciate and thank the comments of teachers, students and readers Best regards Introduce As you all know, today the entertainment industry is the trend of the market, people invest more in their entertainment, especially with the rapid and outstanding development of technology, nowadays people have easy access to forms of entertainment simply with a phone or a computer People have been able to enjoy movies at home at a cheaper price than going to the theater, or can watch their favorite sports and sports matches at home without having to travel far Along with the covid pandemic, this need of people is increasing day by day According to Kantar Media Vietnam, up to 84% of Vietnamese people aged 15 - 54 use the internet every day and in a survey of the same field by Nielsen, up to 90% of survey respondents said that they watch videos online weekly Besides, according to research organization Muvi, the revenue of the Southeast Asian OTT market from next year could reach $650 million per year According to a study by Media Asia Partners, the online video industry in Asia-Pacific (excluding China) will grow by about 15% per year to reach $23 billion by 2024 With the desire to reach customers who want to enjoy matches and sports lovers around the world, Bingsport was created As a combination of technology and entertainment, Bingsport provides the fastest and most stable links to watch live football and sports Currently, Bingsport has been holding a position in the online sports broadcasting industry in the world, the product is aiming to expand in the Vietnamese market, so I chose the topic "Developing Bingsport Webite Promotion Activities" for my report CHAPTER 1: ABOUT BINGSPORT AND ENVIRONMENTAL ANALYSIS I Introduce about Bingsport Company information Company Name: AVG TECHNOLOGY AND INVESTMENT COMPANY LIMITED Abbreviated Company Name: AVG TECHNOLOGY AND INVESTMENT CO.LTD Date of Establis: November 13th, 2020 Headquarters: No.32, Tran Binh street, Mai Dich ward, Cau Giay district, Ha Noi city, Vietnam Logo: Tel: 0984567866 Email: bingsport.com@gmail.com Website: bingsport.com Product: Bingsport – Watch live football and live sports The philosophy of Bingsport - Mission: Bingsport is established to meet the demand of watching live football on TV today and live sport on TV of football fans all over the world, so that they can enjoy the best matches, from top leagues to smaller ones This website provides the fastest and most stable links to watch live football streaming and live sports - Core values: With the motto of "serving to satisfy all football fans", Bingsport always puts the interests of users first and is ready to improve and upgrade the infrastructure to bring the live sports streaming and live football streaming to customers Using Bingsport, you will be updated quickly and fully with the link system to watch live football streaming of today's top tournaments such as EPL live, Italian Football, German Football, Spanish Football, World Cup, Euro The football live stream link system is always guaranteed to have the best quality: Sharp image, clear sound, support for English commentary, stable and smooth transmission Business fields and products - Business fields: Entertainment - Products: entertainment, news and media site +) The website provides a service to meet the needs of football fans around the world to watch live football on TV and live sports on TV +) With more than 1000 domestic leagues, tournaments, competitions from all over the world +) All matches are of high quality and with English commentary +) Bingsport is a paid live football TV streaming service that allows you to access various national as well as international matches with only a small amount of money each month 4 The organizational structure of the company AVG Technology and investment company limited was founded and developed by Mr Do Quyen Anh with 35 full-time employees and 10 trainees The Bingsport project is a part of the company's project with 15 full-time employees and interns Marketing Department: Marketing Department is the bridge between internal and external departments, products and customers, product attributes and customer needs The main tasks of the Marketing Department are: o Conceptualizing, building and developing the brand o Product research and development o Creation and implementation of marketing strategies o Establishing media relations o Advise the Board of Directors on each strategy II Environmental analysis Macro environment a) Politics and law The Vietnamese government's policy prioritizes the application and development of information technology in the socio-economic development strategy and the industrialization and modernization of the country Always create conditions for organizations and individuals to apply and develop information technology to meet the requirements of socio-economic development, foreign affairs, national defense and security; promoting the information technology industry to develop into a key economic sector, meeting the needs of the domestic market and especially for export In addition, the State encourages investment and development in the field of information technology A good opportunity for technology businesses to develop and apply information technology to their products b) Economy In recent years, Vietnam's rapid development of the Internet along with a range of services in addition to the explosion of smart mobile devices has led to great changes to the habits and behavior of consumers People Especially when the whole world has just experienced the covid 19 pandemic, people are using more and more exposed to online platforms Customers today tend to use products based on the platforms of smart devices to communicate, entertain, study, buy and sell, Especially in entertainment, the application of technology helps people Users can access entertainment platforms more easily, anytime and anywhere, just need the internet Vietnam's digital economy, along with Indonesia, is leading in growth in Southeast Asia with an average of 38%/year compared to 33%/year for the whole region since 2015 until now Hanoi and Ho Chi Minh City are two of the seven major cities developing the region's digital economy c) Society Realizing the development opportunities of the information technology industry, more and more businesses are established with products that apply technology and digital platforms Research and investment and society help businesses identify the market, needs as well as orientation to develop their products In the 4.0 era, the use of smart devices and the internet is becoming more and more popular This is also one of the advantages of technology businesses in today's era d) Technology In the 4.0 technology era, for software development enterprises, technology is one of the indispensable factors in the production and product development process Technology is a factor for businesses to develop their products Software businesses use technology to business and bring profits from customers using digital Constantly updating new knowledge, techniques and technologies is extremely important to be able to keep up with market trends and customer needs In the marketing industry, the basic and most important step is understanding the market When you understand who the customer is, what they need… then you will know the scope of the company's product field Previously, surveying was extremely difficult when you had to interview and research each person directly At the same time have to wait a long time for constructive feedback Today, however, there are Social Media and Data Analytics that deal with these issues This is an effective application of information technology in marketing When using Social Media, you will easily collect market information and multidimensional customer feedback Data collection, optimization and administration are based on CRM platform with levels of data decentralization, filtering and reuse In the stage of data analysis and use, there is a strong help of Bigdata, AI and Machine Learning These technologies help to analyze data, groups of data of the same type At the same time, turning raw data into a valuable form, supporting analysis and giving directions to use data effectively Microenvironment and SWOT a) Customers Customers are the most important factor that determines and governs a business's marketing strategy Businesses must understand changes in market weakness, consumer needs and purchasing decisions so that they can change and adjust marketing strategies accordingly Bingsport's customers are mainly middle-aged, are sports lovers, have the need to watch online sports matches, this customer group also comes from many countries, of which the most in Indonesia, UK and USA Businesses need to have a marketing strategy for each different set of customers with different characteristics and consumption behaviors b) Competitors In today's competitive environment, competition in the field is one of the extremely important factors Especially with the company's product, the sports streaming service, has many big competitors in the market and has a strong foothold in this field Each competitor will have different marketing strategies to attract more customers These include major competitors in online sports broadcasting services such as: Foxsport, Btsport, Skysport, Bein sport, Current competitors such as Livescore, they are the brand represented by Ronaldo, one of the world's top players, as a brand representative, customer design service and stable production platform development In addition, other brands like Btsport or Skysport are exclusive brands that organize and sponsor tournaments, so they have a high reputation and brand awareness In Bingsport, the main competitive strategy being implemented is price competition and offers and promotions In addition, Bingsport also constantly updates and develops new features to help users have more experiences and utilities on the web c) SWOT SWOT S - The T price is - Currently, there cheaper than the are many leagues market a that of been with variety packages for have updated, mainly providing months / months football / year and there basketball not and are packages according to different sports for customers to have a variety of choices after purchasing the package will have week of experience, if not satisfied will be refunded who encounter an error due to the system will be reasonably compensated - Staff and customer care support 24/24, response rate 98%, average response time minute Whenever guests watching sports report an error, it will be fixed immediately - Currently, Bingsport developing only providing comments in English, making difficult customers view in for to other languages - Many big competitors already in the market - Customers side - Currently it - Customers tournaments is more - Sensitive product, many copyright issues in many countries have not been resolved demographics, so that there are changes on the web, helping to improve the stages of customer behavior, to achieve conversion results The contents I have synthesized and learned during my internship at the company include: +) Correct understanding of the nature and effectiveness of Google Marketing +) Correct understanding of the mechanism of operation and collection of Google's advertising money +) Administer and take care of fanpage, support to install tools to support customer care +) Learn how to set up a google account and raise an account to serve the setting up of a google ads account +) Learn how to install google tags to track behavior, demographics, conversions, on the web +) Categorize keywords to set up an advertising campaign +) Research customer behavior, classify customers and plan to improve customer behavior according to customer journey funnel +) Practice creating advertising templates: run click to website, run interactive, run, remarketing, +) Learn effective advertising support tools +) How to set up account payment After more than months of implementation, with a budget of 26 000 000 VND, I have gained a large number of new users (238 268 new users) and about 350 conversions 19