Articles, images, and videos should focus onintroducing products and services, providing guides and pet care tips, andsharing positive customer experiences.- Utilize social media platfor
VIETNAM NATIONAL UNIVERSITY, HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND LAW FINAL REPORT BUILDING E-MARKETING PLAN FOR CUDDLE PET CARE BRAND Lecturer: Nguyễn Quang Hưng Course: Electronic Marketing Class: 231IS3002 Ho Chi Minh City, December 27, 2023 CONTENTS CONTENTS i MEMBER LIST iv ACKNOWLEDGEMENT v LIST OF TABLES vi LIST OF FIGURES vii CHAPTER 1: OVERVIEW .1 1.1 3C’s Model 1 1.1.1 Company 2 1.1.2 Competiors 4 1.1.3 Customers 9 1.2 STP Strategy 11 1.2.1 Target Customer Analysis 11 1.2.2 Objectives 14 1.2.3 Brand Positioning and Differentiation 19 1.3 Brand Identity 21 1.3.1 Brand Name: Cuddle 21 1.3.2 Logo: 22 CHAPTER 2: E-MARKETING CAMPAIGN 25 2.1 Customer Journey Map 25 2.2 Integrated Communication Strategy 28 2.2.1 Overview 28 i 2.2.2 Implementation Plan 32 CHAPTER 3: E-MARKETING PLAN 38 3.1 Overview 38 3.1.1 Long term from quarter 4, 2023 to the end of quarter 4, 2024 38 3.1.2 Short term from quarter 4, 2023 to the end of quarter 4, 2024 38 3.2 Plan for Facebook channel .39 3.2.1 Short-term 39 3.2.2 Details Plan 39 3.3 Plan for Tiktok channel 42 3.3.1 Short-term 42 3.3.2 Details Plan 43 3.4 Plan for Website channel 46 3.4.1 Short-term 46 3.4.2 Keywords 46 3.4.3 Details Plan 49 CHAPTER 4: RESULTS 53 4.1 Facebook Channel 53 4.1.1 Measuring tool 53 4.1.2 Result tool 53 4.1.3 Correction and future orientation 59 4.2 TikTok Channel 59 4.2.1 Measuring Tool 59 4.2.2 Result tool 59 ii 4.2.3 Correction and future orientation 67 4.3 Website Channel 68 4.3.1 Measuring Tool 68 4.3.2 Result 68 4.3.3 Correction and future orientation 76 iii MEMBER LIST No Name Student ID Note Member 1 Nguyễn Phương Oanh K214110846 Leader 2 Phạm Thanh Thảo K214110852 Member Member 3 Bùi Vân Anh K214110829 4 Phùng Nguyễn Đăng Khoa K214111323 iv ACKNOWLEDGEMENT We would like to express our sincere appreciation to Master Nguyễn Quang Hưng, our esteemed lecturer, for his unwavering support and guidance throughout the Electronic Marketing course His expertise and dedication have been instrumental in shaping our collective understanding of electronic marketing principles We also wish to thank the teaching assistants for their valuable contributions and insights, which have played a crucial role in the development of our e-marketing plan Their professionalism and enthusiasm have greatly enriched our learning experience A special acknowledgment goes to our fellow classmates and team members The collaborative efforts, insights, and shared dedication have significantly contributed to the success of our collective project Lastly, we express our appreciation to our families and friends for their understanding and support during the challenging period of project completion This project has been a rewarding journey, and we are thankful to everyone who has played a role in its development Sincerely, Group A08 v Document continues below Discover more fDriogmita: l marketing Trường Đại học… 77 documents Go to course [123doc] - xay- dung-ke-hoach-… 72 82% (11) HÀNG-HÓA-VÀ- DỊCH-VỤ-SỐ 2 100% (1) Chuyển đổi số 27 Chuyển 100% (2) đổi số và… AI Application - hay lắm coi đuy 13 Chuyển 100% (1) đổi số và… Trading HUB 3 36 Xác suất 96% (28) thống kê File giáo trình bản LIST OF TABLES pdf HSK 2 100% (11) 8 Giáo trình chủ nghĩ… Table 1 5W1H Analysis 2 Table 2 Direct competitor analysis 7 Table 3 Indirect competitors analysis 8 Table 4 : Segmentation of CustomerGroups 11 Table 5 : Target Customer Analysis 14 Table 6 : Customer Journey Map 28 Table 7 : Analyze the SMART Model 30 Table 8 : Analysis of the 3C's Truth Model .31 Table 9 : Implementation Plan 37 Table10:ExpecteddetailsforFacebookcommunicationplanfromOctober2023toJanuary2024 42 Table11:ExpecteddetailsforTiktokcommunicationplanfromOctober2023toJanuary2024 46 Table12:Keywords 49 Table13: ExpecteddetailsforWebsite communicationplanfrom October2023 to January 2024 52 Table 14 General summary of Cuddle's fanpage 57 Table 15 General summary of Cuddle’s TikTok 67 Table 16 General summary of Cuddle's Website .76 vi LIST OF FIGURES Figure 1 : The global market for pet care and nurturing 15 Figure2:Thepetcareindustry'srevenueintheSoutheastAsianregionis4billionUSD 16 Figure 3 : Font Information 23 Figure 4 : Color Code Information 1 24 Figure 5 : Color Code Information 2 24 Figure6:AnalysisofDrivingFactorsandBarriers 31 Figure7:IntegratedMarketingcommunicationPlanfromquarter4,2023totheendofquarter4,202438 Figure 8 : Integrated Marketing communication Plan from October 2023 to January 2024 39 Figure 9 : Expected timeline for Facebook communication plan from October 2023 to January 2024 39 Figure10:ExpectedtimelineforTiktokcommunicationplanfromOctober2023toJanuary2024 43 Figure11 : Expected detailsforWebsitecommunicationplan fromOctober2023 to January 2024 46 Figure 12 Cuddle's Fanpage .54 Figure13.Cuddle'sfanpagetraffic 54 Figure 14 Cuddle's fanpage reach 55 Figure 15 Demographic analysis data of fanpage followers 55 Figure 16 Reach of the post .56 Figure 17 Interaction of the post .56 Figure 18 Most effective unpaid post 57 Figure 19 The post with the most reach and engagement .58 Figure 20 The post with the most comments 58 Figure 21 A few content 58 Figure 22 Traffic overview on TikTok .60 Figure 23 All contents of our TikTok Channel 60 vii Figure 24 Key Metrics of TikTok Channel 61 Figure 25 View overview(1) 62 Figure 26 View overview(2) 63 Figure 27 The most trending content 64 Figure 28 Followers Overview 65 Figure 29 Demographic data 66 Figure30 SearchkeywordinGoogle(1) 69 Figure31 SearchkeywordinGoogle(2) 70 Figure32.Allposts inBlog .71 Figure 33 The most viewed post 72 Figure 34 Members list 73 Figure35.Mobiledeviceanalytic 73 Figure36.Computerdeviceanalytic 73 Figure 37 Analyze sessions by time and traffic in Wixsite 74 Figure38 Customerandaccesssession inWixsite 74 Figure 39 Visitors by location 75 Figure40.Statisticsonthesourceofthesession .75 Figure 41 Customer Bounce rate 75 Figure 42 Conservation Overview 76 viii