principles of marketing hulk crypto capital hc capital

Possessing asolid base of community and a robust network, HC CAPITAL provides crypto projects with not onlyfinancial resources but also incubating, advisory, partnership, and media promo

PRINCIPLES OF MARKETING

MKT101 - MC1802 (Campus Ho Chi Minh) Lecturer: Phan Hoang Ha

Students:

Dao Huyen Nhi - SS180815

Tran Hoang Bao Chi - SS180793

Huynh Nguyen Yen Minh - SS180796

Do Hoang Anh - SS180807

Nguyen My Ngoc - SS180812

Dang Ngoc Anh Thu - SS180808

TABLE OF CONTENTS

2 Customer insights and STP 2

3.1 Objectives and KPIs 7

3.3.4 Promotion 16

HULK CRYPTO CAPITAL (HC CAPITAL) is a crypto venture specialized in innovating the landscape of the Blockchain Industry, with emphasis on DeFi, Web3, and Metaverse Possessing a solid base of community and a robust network, HC CAPITAL provides crypto projects with not only financial resources but also incubating, advisory, partnership, and media promotion to the end-users (HC Capital, 2023) Founded in 2019 as a community, HC Capital has established a substantial membership base, strong media ecosystem and secure network with other venture capitals, exchanges, launchpads and communities With these resources, HC Capital can assist businesses in making their project a success Having been in the business for more than 4 years, HC Capital’s Verifiable Reputation has been proven

2 Customer insights and STP

Regarding customer insight, HC Capital divides its customer base into B2B and B2C

● B2B: Crypto businesses that want to attract cryptocurrency traders to participate in crypto projects They generally only focus on what kind of customers the crypto community brings

● B2C: Crypto investors are those who want to learn more about crypto They pay attention to the quality of the information that is shared in the community they participated in In general, investors want to earn more income and consider crypto investing as a side job besides the main job Nevertheless, there are traders who regard cryptocurrency as their primary source of income Vietnamese traders tend to join crypto groups on Telegram A segment of crypto players in Asia utilized Twitter

Segmentation

Fryar (1991, pp 53–58) stated that segmentation and differentiation are the basis for successful positioning of services These are HC's segmentations:

products and social media platforms to target crypto investors and convince them to invest in their projects

● B2C: The majority of crypto players are young individuals (between the ages of 20 and 30), those who have the chance to not only familiarize themself with technology but may also be well-versed Typically, investors' jobs are students or working people (especially white collar workers) because it is not needed to invest a large sum in order to start trading crypto (one only needs about 1-2 million VND to start trading) This group mainly consists of Vietnamese and Asian

Target customer

HC’s B2B target customers are crypto businesses, agencies who want to utilize media services for promoting their projects On the other hand, HC’s B2C target customers are crypto investors within the age range of 20 to 30, mostly those who seek additional income outside of their primary occupation These individuals are mainly Vietnamese and Asian

Positioning:

● B2B:

In terms of price, HC has the highest price ($500) and maturity compared to its competitors - since

HC is one of the first communities to have grown since crypto began to take off in Vietnam (March 2019) At this time, HC's existing groups include:

- HC Main: Update about crypto's macro information which is information about macro economic trends The goal is to determine whether financial securities will benefit the traders if these trends play out

- HC Gems: call signals on low cap and hidden gems

- HC Margin: Trading signals and trading news

- Allin station: Second layer information.

From the aforementioned groups, it can be seen that HC is broadening its customer base, targeting all kinds of investors

In regard to Coin98, the average service price (about $300) and maturity level of C98 are inferior to

HC (C98 was founded in July 2021) C98's groups include:

- Coin98 Main: Update about crypto's macro information

- Margin ATM: Only trading signals

→ It could be seen that Coin98 has a stronger inclination toward the niche market and primarily focuses on traders As a result, C98 targets a significantly narrower pool of investors than HC does

Of the three communities, UB has the largest customer base, but ranks lowest in terms of service prices and maturity level

→ It is discernible that HC and Coin98 are high-status communities in the crypto world However, HC's superior position will be more beneficial to B2B customers

● B2C:

By examining the matrix, we can establish:

To define the position of HC on the market, customers assess two factors - information quality and information quantity Crypto investors are typically concerned about the knowledge and projects discussed in HC's group, specifically whether or not they are of a high quality and quantity Information quality is often evaluated based on the following factors: profundity of the research posts, win rate from signals, update rate According to assessment, the amount of information

information provided by Coin98 is quite high, the amount of information ranks second only to HC’s Entering the market last among the three, information provided by UB is the scarcest and low-quality

Information quality is often evaluated based on the following factors: profundity of the research posts, win rate from signals, update rate According to assessment, the amount of information available at HC is colossal However, their quality is quite mediocre In contrast to HC, the quality of information provided by Coin98 is quite high, the amount of information ranks second only to HC’s Entering the market last among the three, information provided by UB is the scarcest and low-quality

3 Marketing plan

3.1 Objectives and KPIs

In recent years, a lot of members and followers on social networking sites have been amassed by HC and this trend is still going strong today Hence, HC must continue to build customer trust and loyalty, promote blockchain as a lucrative, effective, and alluring investment channel Moreover, HC must also maintain its B2B clientele, improve customer service and service quality According to Rozenberg and Czepiel (1984, pp 45-51), keeping existing customers is as important as acquiring new ones

The company's primary KPIs right now will focus on the data gathered across platforms and the quantity of services offered to the businesses B2B KPIs are determined by the development of Telegram, Twitter and Youtube, which is to gain 5,000 - 10,000 followers or subscribers On the other hand, B2C KPIs include producing and posting 5 to 7 videos a week (each video is more than 3 minutes) on Youtube 2 to 3 videos’ content will be about analyzing the cryptocurrency market,

posts on Twitter and Facebook increased by 5-10%.

Suggesting for the next year of operation, HC Capital should maintain its grip on the objectives that have been accomplished effectively in the past years, following by aiming towards breakthrough goals On the other hand, new objectives and strategies can be introduced for the upcoming year in both the B2B and B2Crelationship

Regarding B2B, HC can advertise its packages, give preferential prices, develop new combo packages, and impose certain conditions to attract additional clients Toward familiar customers who are currently using media services, HC will employ advertisements to boost interactions for customers' postings

In regard to B2C, given the enormous community available on channels and groups, HC ought to generate additional revenue by posting on Facebook and reels on Tiktok In addition, it is possible to arrange online games, promotional events which help entice traders to join and operate more often

on exchanges

To be able to develop suitable KPIs, businesses should reevaluate prior goals, plans and take into account objectives, strategies that have been put out for the future Some tiers of KPIs to target:

B2B KPIs:

- Develop 2-3 new combo packages for businesses to choose from

- The number of people reaching posts through ads ranges from 10,000 - 15,000 reach/post

B2C KPIs:

- Increase the number of people accessing customers’ articles by 10%

about 5-10 million VND/video.

- On average, there will be 1 online game or 1 event on Facebook every month

Short-term Objectives (3 months):

1 Increase Revenue from 100M USD per month to 200M USD per month as there’s a fake uptrend going on

2 Improve media booking service result by 10% (organic)

3 Increase trading vol from 300M-400M USD per month to 600M USD per month

Long-term Objectives (1year):

1 Reach top 1 Telegram channel (Vietnamese - Currently at 2nd place) annually

2 Reach top 10 Telegram channel (Global - Currently rank 26th)

3.2 Marketing mix

3.2.1 Product

Currently, the cryptocurrency market is rapidly developing in Vietnam It has opened up many opportunities for businesses to develop products that meet the needs of both businesses and customers, B2B and B2C

In B2B relationship, crypto products are designed to meet the needs of the businesses that operate using it These products include digital wallets, payment platforms, and merchant services Digital wallets are used to securely store cryptocurrencies, while payment platforms handle and facilitate the processing and receipt of cryptocurrency payments for merchants Merchant services provide

In B2C relationship, crypto products are designed for individual customers who want to use cryptocurrencies for a range of uses These products include digital wallets, trading platforms, and investment products Trading platforms give them the tools they need to buy and sell

cryptocurrencies (spots) Investment products, such as crypto funds and ETFs, provide consumers with exposure to the Cryptocurrency market without having to invest directly in individual coins

By serving as a link between the crypto business and crypto investors , HC Capital is able to capture benefits from both

Toward B2C relationship , HC Capital has created a community with more than 350,000 followers

on everyday-active platforms This community brings many benefits to the community, as it not only provides a lot of credible knowledge, insights about crypto in general, user manuals for exchanges and wallets (digital wallets, trading platforms) but also market analysis and on-chain analysis On the other hand, in the B2B relationship , businesses book HC to promote their projects to communities in B2C relationship In other words, the community created by HC in the B2C market has become a resource for the company to complete communication services that attract customers to businesses in B2B relationship

Suggesting for the next year of operation:

"A company's products are born, grow, mature, and then decline, just as living things do" (Kotler, Armstrong & Opresnik 2021, p 181) HC Capital has been developing since crypto started appearing in Vietnam and is one of the first communities in this market As HC only offers the same services over time, the life cycle of its “product” has reached its mature peak in Asia and especially

potential customers in the future There are two suggestions for HC’s future service development:

The first suggestion: According to Beckwith (2001), marketing services in a changing world requires focusing on increasing the customer satisfaction and rejecting old product paradigms and marketing fallacies HC needs to improve customer experience by going global by 2024 - adding alternative digital services such as Binance KOLs Feed (instead of Telegram and Twitter) or Binance Live (instead of Telegram live and Youtube live)

● Binance: Binance was founded in 2017 by Changpeng Zhao in China and became TOP 1 Exchange in the cryptocurrency world

● Binance KOLs Feed: Binance Feed is a one-stop shop for engaging content and interesting social discussions on crypto and Web3 Only prominent KOLs may publish on Binance Feed, which gives it a high level of credibility and can easily be located in the customer's mind

● Binance Live: Binance recently launched a new product called Binance Live This serves as

a substitute for well-known live streaming services like Facebook Watch and TikTok, which are not appealing to cryptocurrency traders As Twitter is mostly used by cryptocurrency traders and Binance is the top exchange, Binance is the greatest substitute for the aforementioned sites

The second suggestion is establish a new service: Full Marketing Planner (or Become a Crypto Marketing Agency)

Currently, crypto projects with good ideas, strong forces, full resources but lack marketing ability are the number 1 potential customers for this type of product HC will focus on providing planning services and taking over the execution stage to increase revenue to satisfy the above objective

countless cryptocurrency projects between the B2B and B2C, together with the company's massive member communities, provide it an advantage HC understands the context of this marketing environment and what crypto project needs to stand out

3.2.2 Place

For companies with intangible products such as HC Capital, it is not difficult to find it anywhere, from Facebook, Twitter, Telegram to TikTok and Youtube

HC Ecosystem in short

This is HC’s Ecosystem below:

- HC Capital:

● Telegram Channel (https://t.me/HCCapital_Channel)

● Group Chat I (https://t.me/HCCapital_Chat)

● Fanpage FB (https://www.facebook.com/HulkcryptoCapital/)

● Group FB (https://www.facebook.com/groups/hccapital)

● Tiktok (https://www.tiktok.com/@hc_capital?_t=8Vdey6K8hw9&_r=1)

● Youtube (https://www.youtube.com/channel/UCSjepEXQhEtXKPRhDoRFIYQ)

● Twitter (https://twitter.com/hc_capital?s=20&t=9aVKOd0Erz8ZXReOLijIKg)

- HC Gem Alerts:

● Telegram Channel (https://t.me/HCGemAlerts)

● Group Chat (https://t.me/HCGemAlerts_chat)

● Twitter (https://twitter.com/HCGemAlerts)

● Tiktok (https://www.tiktok.com/@hc_gems?_t=8Vdf0PWncIs&_r=1)

- HC Margin:

● Telegram Channel (https://t.me/MarginHcChannel)

● Tiktok (https://www.tiktok.com/@hc_tradecoin)

- HC Research:

● Telegram Channel (https://t.me/HC_Research)

● Group Chat I (https://t.me/HC_Research_Chat)

● Website (https://allinstation.com/)

● Twitter (https://twitter.com/allin_station?s=11&t=vi4gRtO53NgS9N4c13S04A)

3.2.3 Price

"In the end, the customer will decide whether a product price is right, Pricing decisions, like other marketing mix decisions, must start with customer value" (Kotler, Armstrong & Opresnik 2021, p 279) HC Capital is the largest crypto community in Viet Nam After a long development process, they have built up a set number of customers Moreover, the information quality of HC capital is quite high and valuable, so they have strong trust in their customers Based on their strength, HC can confidently value the company’s position as well as their product price and bring good value to their customers

- According to the B2B matrix chart, compared to its competitors, the pricing circle for HC Capital is relatively big HC's services’ prices are determined after considering many factors

- Maturity: HC Capital is one of the first communities to have grown since crypto began to take off in Vietnam As a consequence, HC has amassed a loyal set of members in their communities With over 350.000 followers accumulated across all platforms and the large number of views on each post, HC can cost up to $1500 for posting one video on Youtube (Hulk Crypto Capital [HC Capital] (2023))

- Another aspect that can be identified using the matrix chart is that HC aims at a broad target

- targeting all kinds of investors For that reason, HC’s price will be suitable for a number of