DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022 UNDER THE SUPERVISION OF: Văn Đức Sơn Hà CLASS: 03 GROUP: 01 STUDENTS: Trần Minh Thư 719H0915 Trương Nguyễn Hiền Thơ 719H0911 Nguyễn Thị Tuyết Nhung 719H0096 Lê Phạm Thanh Huyền 719H0044 Lý Ngọc Minh Trân 719H0919 Ngô Nguyễn Xuân Mai 719H0064 Vũ Nam Phương 719H0897 Vũ Nguyễn Bình Giang 719H0027 HO CHI MINH CITY, NOVEMBER 2021 GROUP PERFORMANCE Student ID Task 719H0915 SWOT analysis, propose idea and complete digital marketing plan, POE media, executive summary 100% 12.5% Trương Nguyễn 719H0911 Hiền Thơ Propose idea and complete digital marketing, POE media, budget research 100% 12.5% Nguyễn Thị 719H0096 Tuyết Nhung Business information, propose idea and complete digital marketing plan, POE media 100% 12.5% Lê Phạm Thanh 719H0044 Huyền Objectives analysis, design poster, powerpoint 100% 12.5% Lý Ngọc 719H0919 Minh Trân Competition analysis, POE media, presentation 100% 12.5% Ngô Nguyễn 719H0064 Xuân Mai Target customers POE media, presentation 100% 12.5% No Student name Trần Minh Thư Completion Contribution rate rate 2 Vũ Nam 719H0897 Phương Market summary, SEO research, contribute idea, edit report 100% 12.5% Vũ Nguyễn 719H0027 Bình Giang Objectives analysis, design poster, powerpoint 100% 12.5% COMMENT TABLE OF CONTENTS CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background 1.2 Video OTT market 1.3 Digital marketing plan 2022 CHAPTER 2: MARKET OVERVIEW CHAPTER 3: SITUATION ANALYSIS 3.1 Bussiness overview 3.2 SWOT 3.2.1 Strength 3.2.2 Weakness 3.2.3 Opportunity 3.2.4 Threats 3.3 Competion 3.3.1 Netflix 3.3.2 FPT Play 3.3.3 VieON 3.3.4 K+ 10 3.4 Target customer 11 3.4.1 Demographic 11 3.4.2 Psychographic 11 3.4.3 Behaviouristic 12 CHAPTER 4: TARGET 13 4.1 WeTv S.M.A.R.T objectives 13 4.1.2 Measurable 13 4.1.3 Achievable 13 4.1.4 Realistic: 14 4.1.5 Specific timely 14 4.2 Goals for each stage 15 4.2.1 Awareness 15 4.2.2 Acquisition 15 4.2.3 Conversion 15 4.3 Kpi setting 16 CHAPTER 5: PLAN 17 Digital marketing channels: Error! 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ETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022 CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background WeTV is an application to watch movies and TV shows with a variety of genres, recently launched by Tencent WeTV was launched in Vietnam in June 2020 to increase the reach of users and better serve viewers through the video experience WeTV initially broadcasted original Chinese programming that was dubbed into Thai Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian 1.2 Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily This report outlines the consumer’s behavior and habits about video streaming services Smartphones (76%) & smart TV (73%) are used the most when watching video streaming The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45% Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%) Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications Furthermore, people must stay at home, get lots of leisure time so watching films is one of the daily routines 1.3 Digital marketing plan 2022 Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way to achieve higher goals 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ETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022 Project Google Ads Task KPI type Run ads poster about KPI target Budget keyword 10.000 276.000.000 CPC 100.000 250.000.000 summer holiday campaign Facebook - Run ads official poster of CPM Ads summer holiday campaign 2.000.000 330.740.000 - Tracking to control the campaign Youtube - Run ads official poster of CPV Ads summer holiday campaign 2.000.000 260.000.000 - Tracking to control the campaign Instagram Preparation CPM 2.000.000 363.860.000 Ads 39 DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITA 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DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.W ETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022DIGITAL.MARKETING.FINAL.REPORT.WETV.DIGITAL.MARKETING.PROPOSAL.2022 Run ads about summer holiday campaign Tik tok ads In feed video ads of video about valentine campaign CPC 20.000 28.000.000 Display Run display ads by GDN CPC 20.000 44.000.000 Promotional email: Send Summer deals and Number of emails 1.000.000 13.500.000 banner Email information about Summer delivered events C i D 000 VND f b i ti 75 000 450 000 000 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