ASSESSMENT 1 Module Marketing Communication in the Digital Age Code MAR021 2 DETAILED MARKETING COMMUNICATIONS PLAN OF ME ME Ha Noi, April 2022 UNIVERSITY OF BEDFORDSHIRE SCHOOL OF BUSINESS *** FOREIG[.]
UNIVERSITY OF BEDFORDSHIRE SCHOOL OF BUSINESS FOREIGN TRADE UNIVERSITY HA NOI CAMPUS *** *** ASSESSMENT Module: Marketing Communication in the Digital Age Code: MAR021-2 DETAILED MARKETING COMMUNICATIONS PLAN OF ME ME Student: Vũ Thị Hương Duyên Student ID: 1905210022 Class: F - UOB - 12C Semester: II Academic year: 2021-2022 Instructor: Mrs Trần Thu Trang Headteacher: Mrs Phạm Thị Hồng Nhung Submission date:April 2, 2022 FOR EXAMINERS ONLY Grade (in number): ……………… Grade (in words): ……………… Examiner (Signature & Fullname) ……………… Examiner (Signature & Fullname) ……………… Ha Noi, April 2022 TIEU LUAN MOI download : skknchat123@gmail.com Table of Contents Current Situation Analysis Customer: SWOT PESTEL Customer Persona Customer Journey Map Which diaper brand is the hottest on Social Media? Communication Objectives Positioning Statement Campaign Target Audience An Action Plan Reference 10 TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 Current Situation Analysis Customer: STT Audience Families with children under years old (grandparents, aunts, uncles, aunts, etc.) Young mothers Women preparing to become mothers SWOT S(strengths) -All products are manufactured according to modern factory processes that meet ISO 9001:2015, FDA, CE standards -Environmentally friendly products, benign to children, have many outstanding advantages compared to Various types of diapers as well as tissues of current products on the market -Competitively priced products Details Family members buy diapers for the baby Shopping habits Buy things at supermarkets, shops specializing in children's goods, Influence From the woman who took care of the children New-born mothers need to buy long-term diapers for their babies Women preparing to become mothers learn to prepare for the birth of their baby Buy online, ecommerce platform, a store near home From people around, people with experience Buy online, ecommerce platform, big supermarket From relatives around, through careful research and selection W(weaknesses) O(opportunities) T(threats) - The newly established company is still young, does not have a strong position in the diaper market -The potential diaper market is expanding, and the probability of success is high - Many competitors hold a large market share such as Pampers, Huggies, Bobby, etc - It is easy to face a crisis if there is a fluctuation -Consumers expect a diaper product that is affordable but has many effects (fast absorption, thin, light, no secret, skin rash, good quality) => Me Me diapers meet all these requirements - High-quality Vietnamese products are increasingly popular and loved - Many domestic Chinese diaper manufacturers import into Vietnam with low prices but good quality TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 PESTEL PESTEL Status Politic Community service, mainly children Economic - Well developed - Location: In the economic center of the country Large population, dense density Sociocultural -Religion: Unaffected - Value: Taking care of children's health Technology Technology is always evolving and innovating regularly Environment Products are safe for the environment, using skin-friendly and environmentally friendly materials Law - Meet Vietnamese standards(TCVN10584:2014) - Produced according to the modern process of standard factory ISO 9001: 2015, FDA, CE Assessment Opportunity Challenge Favorable Favorable Competing with many other products Unaffected Products are always improved to suit the needs of users Organic products are preferred by mothers Constantly changing and developing Difficult to maintain quality and still be environmentally friendly with competitive prices Advantages for product development Customer Persona Describe the target customer for this campaign: Hoa(24 years old) married for years and she is eight months pregnant - - Occupation: Accountant Income: 15,000,000VNĐ Live in Ha Noi Challenge and pain points: + Need to increase house size with a new child + First time being a mother at a young age so that she doesn’t have any experiences How they gather information: + Heavy user of the internet TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 + Are on Facebook, Instagram, Shopee and Tik Tok Customer Journey Map Awareness Consideration - See TV - Explore commercial the , website Memevietn and look am.com at the which price to helps compare people for it with the shop budget diapers and - Create an towels account, - See ads on save Facebook, needed Instagram, items in TikTok the wishlist Experiment - Trial registratio n - Make an account - Buy test product Purchase Advocacy - Read - Referer a reviews on friend Shopee or after the Website experienc and decide e to buy - Write products on reviews in the wishlist groups for - Go and moms, experience make the cart review page videos on Tiktok Which diaper brand is the hottest on Social Media? TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 brands of baby diapers always hold nearly 90% market share of debate on social networks within the first months of 2021: Pampers (belonging to Procter & Gamble), Moony (Unicharm Corporation - Japan); Bobby (Unicharm Corporation – Japan); Huggies (belonging to Kimberly-Clark from the US) and Merries (KAO Group - Japan) From the highest discussions on social networks, it is often seen that this is often a battle on the "online front" still belonging to famous names: Unicharm, P&G, Kimberly-Clark, and KAO The fierce competition of brands during this category is reflected in the indisputable fact that the rankings within the top leading brands change continuously each month and each quarter as example, within the second quarter of 2021, Pampers held just over 7% of the discussion market share (5th place), but by the top of the third quarter of 2021 Pampers led the discussion market share of quite 51% Product characteristics directly associated with children's health make this category more prominent as mothers are extremely sensitive to negative news of the industry or sometimes just negative information are distributed in cyberspace This makes it extremely important for brands to continuously monitor user reactions and maintain their level of name preference Me Me has to push up the marketing actions in order to gain more and more market share Communication Objectives We follow the SMART framework, Specific We’re going to increase traffic to our blogs and website to raise the brand awareness level of Vietnamese - Measurable Attracting 80% value customers (women from 21 to 40) to know about the brand, at least the name Me Me in July 2022 - Increase the access ratio of fanpage to 120 times in May 2022 - Attainable Attracting customers by increasing the number of texts on Facebook and website, buying the golden advertising time on the national TV channel ( VTV1, VTV3,…) - The report shows that organic monthly traffic is 20, so we will increase the access ratio of fanpage to 90 times in May 2022 TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 - Fix the website’s load time and improve the interactivity to direct the visitor to come and pay time for surfing and discover the website, then they can buy test products and we can increase sales from that Relevant Reaching out to many potential customers is the premise for our company to create more potential customers, expand the market, increase the coverage of Me Me diapers, and bring in revenue for the company Time-bound Within months from April 2022 to August 2022 Positioning Statement To consumers of diapers concerned about the good sleep of babies, Me Me is the brand of organic diapers which offers super absorb and airy surface with vitamin essence at a 13% lower than Pampers- a popular brand which they think is good value Campaign Target Audience TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 GENERIC BEHAVIOR SEQUENCE MODEL DECISION STAGES Considerations Need Arousal Consideration Purchase Usage Babies at Each Stage Decision - Expectant - Friends - Grandparents Roles mothers - Family - Parents - Doctors specifically -Baby care mothers Involved - Mothers who just gave birth professionals - Mothers Where Stage is Likely to Occur - In-Home - Clinics - Internet - Word-ofmouth - In-Home - Supermarkets In-Home - Online - Retail outlets Outdoor community - E-commerce - Clinics and trading platform hospitals - Website - Convenience store - Pharmacy Timing of A few months Stage before and after immediately giving birth From After Anytime but consideration more often after need during bedtime arousal and outdoor activities How it is See or hear - Hear - Visit - Wearing Likely to about the experiences supermarkets, diapers on Occur product on from others stores, pharmacy almost time - Visit the online until babies are store on Shopee toilet trained social media or outdoor display - Look up information TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 activities of the by surfing the - Visit Website brand internet - Ask doctor -Visit supermarket An Action Plan DIGITAL MEDIA PLAN 04/2022- 08/2022 Đề xuất bởi: Vu Thi Huong Duyen No 1.1 1.2 1.3 2.1 3.1 3.2 3.3 4.1 5.1 5.2 6.1 6.2 7.1 Timeline Apr Ma June July Aug GIAI ĐOẠN : GIA TĂNG MỨC ĐỘ NHẬN BIẾT THƯƠNG HIỆU (04/2022 - 08/2022) Website Quản trị nội dung website - Định hướng: Đem sản phẩm đến với người tiêu dùng, mẹ bỉm sửa lồng ghép kinh nghiệm nuôi dạy tạo cộng đồng x x x x x mẹ bầu mẹ bỉm sữa - Mục tiêu: Tăng doanh thu đồng thời trung thành khách hàng Tương tác khách hàng - Trả lời câu hỏi khách hàng chuyên mục tư vấn x x x x x - Trả lời live chat, hotline Tạo landing page chương trình khuyến - Định hướng: Tặng sản phẩm thử x x x - Mục tiêu: Tăng độ nhận diện Mễ Mễ, có database khách hàng SEO Triển khai SEO tổng thể - Định hướng: Chèn từ khóa liên quan đến ni dưỡng trẻ x x - Mục tiêu: Tối ưu chi phí có chuyển đổi bán hàng Facebook Quản trị nội dung fanpage Định hướng: Lồng ghép thông tin chất lượng sản phẩm vào đăng x x x x Mục tiêu: Kịp thời nắm bắt tâm tư nguyện vọng chất liệu sản phẩm phù hợp với trẻ em Việt Nam 2.2 Quảng cáo facebook Hình thức: Chạy quảng cáo Facebook Ads Đối tượng mục tiêu: Người dùng nữ độ tuổi 21-40, người dùng x x x x nam từ 35-55 Định hướng (thông điệp qc): Mễ Mễ- Thấu hiểu hành trình làm mẹ 2.3 Quảng cáo facebook Hình thức: quảng cáo video x x x x Nội dung: video viral sản xuất Zalo Quản trị nội dung Định hướng: Gửi post cho người quan tâm Mễ Mễ Zalo x x x Mục tiêu: Tiếp cận khách hàng nhân viên văn phịng, khơng có thời gian nhiều internet Youtube Quản trị nội dung - Reup video sức khoẻ mẹ bé, tips nuôi dạy từ 0-6 tuổi - Tạo lớp phủ hành động, đặt link đến website nhãn hàng Mễ Mễ x x x x - Giật tít, lựa chọn ảnh thumbnail hấp dẫn - Chuyển video reup để đưa lên fanpage & zalo page Quảng cáo Youtube Hình thức: BumperAd In Stream Ads x x x x Nội dung: video viral Tik Tok Quản trị nội dung - Tạo video ngắn chia sẻ tips chăm sóc ni dạy trẻ - Đặt link đến website Mễ Mễ x x x x - Giật tít, lựa chọn ảnh thumbnail hấp dẫn - Chuyển video reup để đưa lên fanpage & zalo page Quảng cáo TikTok Hình thức: Tạo video giới thiệu dùng thử sản phẩm Mễ Mễ x x x x Nội dung: video viral Google Adwords Google Adwords Display - Hình thức: Tính phí theo số lần nhấp chuột vào quảng cáo (Cost per x x x x click – CPC) - Đối tượng: Tất người tìm kiếm từ khóa liên quan Job Description Quant Unit 40 Est Cost Cost KPIs Total 0 0 landingpag e 1,250,000 3,750,000 30 keyword 1,500,000 45,000,000 30 từ khóa lên top tháng 7,000,000 28,000,000 3-4 post / ngày minigame / tuần post 2,700,000 10,800,000 Engegament: 44,000/month post 3,300,000 13,200,000 View: 150,000 tháng 0 1-2 post/ tuần tháng 0 2- video / tuần view trung bình: 5,000 video 3,600,000 14,400,000 tháng 0 video 8,750,000 35,000,000 In-feed Ad: 12,500 2,500 click 10,000 25,000,000 Click: 2,500 TOTAL Human Resources Notes BumperAd: 120,000 2- video / tuần view trung bình: 15,000 183,254,605 TIEU LUAN MOI download : skknchat123@gmail.com ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2 ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2ASSESSMENT.1.module.marketing.communication.in.the.digital.age.code.MAR021.2