Trang 1 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATION THESIS INDUSTRIAL MANAGEMENT SOLUTIONS F
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATION THESIS INDUSTRIAL MANAGEMENT SOLUTIONS FOR ONLINE MARKETING ACTIVITIES AT HOANG ANH FLAVORS & FOOD INGREDIENTS CO., LTD (2022-2023) ADVISOR : MBA NGUYEN THI HONG STUDENT: NGUYEN NGOC QUYNH NHU SKL008954 Ho Chi Minh City, May 2022 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY OF ECONOMICS GRADUATION THESIS TOPIC: SOLUTIONS FOR ONLINE MARKETING ACTIVITIES AT HOANG ANH FLAVORS & FOOD INGREDIENTS CO., LTD (2022-2023) Student : Nguyen Ngoc Quynh Nhu Student ID : 18124211 Course : 2018 Major : Industrial Management Instructor : MBA Nguyen Thi Hong Ho Chi Minh City, May 2022 EVALUATION OF INSTRUCTOR HCMC, day … month … year … Instructor Page i EVALUATION OF THESIS REVIEWER HCMC, day … month … year … Thesis reviewer Page ii ACKNOWLEDGEMENTS First, I would like to express my gratitude to all the lecturers of Faculty of Economics and of HCMC University of Technology and Education Throughout my journey to obtain knowledge and experience, the lecturers have been zealous and resourceful in teaching me Your guidance will be my preparation for the future Especially, I would like to give Mrs Nguyen Thi Hong – the instructor of this thesis – my sincere “Thank you” I appreciate all of your time and effort you put into assisting me with the thesis Thanks to Mrs Hong’s advice, I am able to complete this thesis in the best way possible I’m also grateful for the internship during the difficult time of COVID-19 at Hoang Anh Flavors & Food Ingredients Co., Ltd In addition, I want to give my appreciation to Ms Pham Thi Lan - Hoang Anh’s Marketing Manager - for her willing and caring support Your opportunity and encouragement will always be valued Finally, I want to thank my family and close friends who have been thoughtful and tolerant with me during the time I spend for the thesis You all have been the best emotional support team I can ever had With your help, I will continue learning and exceeding my limits in the future My sincere thanks and best wishes to all of you Ho Chi Minh City, May 2022 Student Nguyen Ngoc Quynh Nhu Page iii ACRONYM AND ABBREVIATION TABLE Acronym Explanation ACC Asia Chemical Corporation B2B Business to Business CTR Click-through rate ER Engagement rate F&B Food and Beverage FMCG Fast moving consumer goods HCMC Ho Chi Minh City HR Human Resource KPI Key Performance Indicator QA/QC Quality Assurance/ Quality Control R&D Research and Development SEO Search Engine Optimization SERP Search Engine Result Pages SWOT Strengths, Weaknesses, Opportunities, Threats N/A Not available Abbreviation Explanation Co., Ltd Company Limited Dept department Etc Et cetera Et al And others Ing ingredient No Number Vs versus Page iv LIST OF TABLES Table 1.1 Hoang Anh’s competitors Table 3.1 Online platforms used by companies in 2015 25 Table 3.2 Checklist of Hoang Anh and competitors’ website sections 28 Table 3.3 Comparison between Hoang Anh and competitors’ web loading speeds in April 2022 30 Table 3.4 Hoang Anh and competitors’ Facebook new likes from December 2021 to April 2022 35 Table 3.5 Hoang Anh and competitors’ monthly Facebook activities from December 2021 to April 2022 36 Table 3.6 Hoang Anh and competitors’ monthly Facebook engagements from December 2021 to April 2022 37 Table 3.7 Hoang Anh and competitors’ monthly Facebook engagement rates from December 2021 to April 2022 38 Table 3.8 Hoang Anh and competitors’ monthly new LinkedIn followers from December 2021 to April 2022 41 Table 3.9 Hoang Anh and competitors’ monthly LinkedIn activities from December 2021 to April 2022 42 Table 3.10 Hoang Anh and competitors’ monthly LinkedIn engagements from December 2021 to April 2022 42 Table 3.11 Hoang Anh and competitors’ monthly LinkedIn engagement rates from December 2021 to April 2022 43 Table 3.12 Competitors’ LinkedIn advertisements 44 Table 3.13 Comparison between Hoang Anh and competitors’ subscribers, numbers of video, total views, updating frequencies and last updates 45 Table 3.14 Types of email marketing 49 Table 4.1 Hoang Anh’s competitors online marketing activities 58 Table 4.2 Analyzing SWOT for Hoang Anh’s online marketing strategy 65 Table 4.3 Setting up Facebook KPIs using benchmarking 74 Table 4.4 Setting up LinkedIn KPIs using benchmarking 76 Table 4.5 Suggested Advertisement Campaign for Hoang Anh’s LinkedIn in 2022 Page v 78 Table 4.6 Suggested Newsletter Campaign for Hoang Anh’s LinkedIn in 2022 82 Table 4.7 Mailtrack pricing 84 Page vi LIST OF FIGURES Figure 1.1 Hoang Anh’s logo Figure 1.2 Some of Hoang Anh’s products Figure 1.3 Hoang Anh’s organization structure chart Figure 1.4 Marketing dept.’s staff Figure 3.1 Products diagram 16 Figure 3.2 Bottle packaging 18 Figure 3.3 Can packaging 18 Figure 3.4 Certificates gained by Hoang Anh as of 2021 19 Figure 3.5 Hoang Anh’s stand in VietFood & Beverage 2019 22 Figure 3.6 Hoàng Anh’s sponsorship for COVID-19 doctors and volunteers (2021) 23 Figure 3.7 Hoang Anh’s website 26 Figure 3.8 Comparison between Hoang Anh and competitors’ website engagements from April 2021 to June 2021 29 Figure 3.9 Hoang Anh’s website on Google Search 31 Figure 3.10 Hoang Anh and competitors’ Facebook likes until April 2022 36 Figure 3.11 A Firmenich’s Facebook advertisement 40 Figure 3.12 Comparison between Hoang Anh and competitors’ total LinkedIn followers until April 2022 41 Figure 3.13 Symrise’s YouTube backlinks tagged in Symrise’s website 48 Figure 3.14 Givaudan’s YouTube advertisements 48 Figure 3.15 Brenntag (left) and Symrise (right)’s newsletter registration form 50 Figure 4.1 Impact of COVID-19 pandemic on production of enterprises 54 Figure 4.2 Example of analyzing high bounce rate’s root causes 72 Figure 4.3 Example of an ingredient in catalogue: Symrise 74 Figure 4.4 Example of short videos: Givaudan 81 Figure 4.5 Features of Mailtrack’s packs 84 Page vii TABLE OF CONTENTS EVALUATION OF INSTRUCTOR i EVALUATION OF THESIS REVIEWER ii ACKNOWLEDGEMENTS iii ACRONYM AND ABBREVIATION TABLE iv LIST OF TABLES v LIST OF FIGURES vii TABLE OF CONTENTS viii INTRODUCTION 1 Reasons for choosing this topic Research objectives Research subject and scope of research Research method Thesis structure CHAPTER INTRODUCTION TO HOANG ANH FLAVORS AND FOOD INGREDIENTS COMPANY LIMITED 1.1 Overview of Hoang Anh Flavors and Food Ingredients Company Limited 1.1.1 About Hoang Anh Flavors and Food Ingredients Company Limited 1.1.2 History and development 1.2 Organizational structure 1.2.1 Organizational structure chart .7 1.2.2 Department functions and duties 1.3 Overview of business performance 10 CHAPTER LITERATURE REVIEW .11 2.1 Definitions 11 2.1.1 Definition of Marketing 11 Page viii - Measuring success through open-rate, click-through rate, number of unsubscribes, bounce rate - Duration: weekly - Amount: one newsletter/ week/ subscriber A – Achievable: - Available analytics tool for measuring - Company has the fund for this activity - Contents are produced every week R – Relevant: As mentioned above in “Objective”, the campaign should help with reaching more customers T - Timed-based: in 2022 Targeted Audience from Hoang Anh’s email database audience Determine As Hoang Anh is new to the newsletter, it is a good start to use the Measurements average metrics as standard, such as: Open-rate 18%: Acceptable