digital marketing 2 group project assignment eat clean

Start With Nutrition and Eat Clean spotlights on posts giving nutritious eating regimens, practices and sensible living techniques to assist individuals with alluding to information subs

Digital Marketing 2 Group Project assignment

Group 5

Class: MKT1601

Lecturer: Trần Vi Anh

Course: MKT328m

Date: Spring 2022

1 Nguyễn Việt Linh HE151127

2 Nguyễn Bảo Ngọc HE153523

3 Phan Thu Thảo HS153186

4 Nguyễn Phương Thanh HA150078

5 Trần Công Trường HS153035

6 Nguyễn Gia Thắng HS140498

The food you eat can be the most powerful medicine or the

slowest form of poison!

Table of content

I Executive summary

II Introduction

A Client/Brand Analysis

1 Its business model and strategy for growth

2 Its online presence (website traffic trends, social platforms)

3 Its customers (with numbers, segments, demographics, etc.) Include tables for segmenting the customers on the basis of demography, numbers etc

4 Any trends in customer's purchasing patterns

B Marketing research and Customer insights

1 Secondary research

2 Primary research

3 Customer insights and current issues

C Campaign objectives and KPIs

III Campaign analysis (50%)

A Channel strategy

B Content strategy

C Evaluation and control (analyze the results of your campaign benchmarked against the Campaign objectives and KPIs)

IV Recommendations and Conclusions (20%)

A How did your digital marketing campaign contribute to the overall marketing strategy of that organization?

B What recommendations can you give to the organization for their future digital marketing strategy?

V References and Appendices (5%)

I Introduction

A Brand Analysis

1 Its business model and strategy for growth

Company name: Start With Nutrition and Eat Clean

Facebook fanpage: https://www.facebook.com/eatclean.ogr

Its business model

Most of the client business is B2C - business to client Start With Nutrition and Eat Clean spotlights on posts giving nutritious eating regimens, practices and sensible living techniques

to assist individuals with alluding to information subsequently working on their body, skin and wellbeing There are numerous ways of arriving at shoppers, yet Start With Nutrition and Eat Clean essentially arrive at clients through exercises on facebook For what reason do we pick facebook? That is a direct result of the open and helpful nature of facebook As one of the popular person to person communication locales, with the largest number of guests Facebook bit by bit turns into a well known showcasing channel to advance a wide range of items and administrations By 2021, running advertisements on facebook will turn into a major standard for the advanced promoting industry

● As of June 2019, the quantity of dynamic clients each month depends on 2.4 billion individuals

● Each day, there are around 1.6 billion dynamic clients on the person to person communication site Facebook

Absolute number of recordings endlessly watched is around 8 billion perspectives day to day

Strategy for growth

In the previous time, Start With Nutrition and Eat Clean has likewise associated, drew closer and been intrigued by many individuals Nonetheless, there are as yet many individuals that the page has not yet taken advantage of Hence, the page will upgrade the substance of the post to make the posts more alluring What's more, the page will set up a couple of small games on significant events, for example, occasions to answer and draw in more individuals

In the initial season of activity, the page is relied upon to distribute an article about eating clean information in 2 days In any case, after a timeframe screens the advancement We feel that the range of the page has not exactly been accomplished as arranged beforehand Along these lines, beginning from the finish of February we sped up the cycle Consistently will present an article on drawing in more cooperation Up to this point, the customer's reach and page likes have doubled compared to the first time

2.Its online presence

The current fan page channel of Start With Nutrition and Eat Clean has an enormous number

of supporters, in accordance with the first arrangement that the gathering set off to be 1,231 followers

Fanpage Start With Nutrition and Eat Clean gives the most helpful stage to speak with individuals and furnish them with valuable data Some content is posted on the page by Start With Nutrition and Eat Clean, for example, articles, pictures, recordings to draw in an enormous number of supporters

3 Its customers and trends in customer’s purchasing patterns:

Its customers (with numbers, segments, demographics, etc.) Includes tables for segment customers based on demographics, quantity, etc Any customer buying trends

There are no specific statistics or official reports However, our team made main study on customer demographics and it provided people aged 18-25 who are making up the majority of people interested in eatclean

The eatclean eating trend of young people is making up the majority of the total population The eat clean diet always encourages people to use whole foods (unprocessed or minimally processed foods) to receive the highest nutritional value If you can control the ingredients and portion sizes of the menu according to eat clean, combined with drinking enough water and exercising regularly, you can lose weight quickly

Especially besides losing weight, you will get a lot of health benefits Your body is more energetic, your eyes are bright and alert; teeth and gums are also healthier; skin will light up… There are people who are interested and learn about the eatlean diet, they are very curious about the health of themselves and their families

B Marketing research and Customer insights

1 Primary research

Clean food is the current trend, ensuring the need for nutrition and diet, daily rations to help increase resistance, improve health, and lose weight according to the principle of portion sizes Below is a study and information on the trend of clean diets of provinces in Vietnam

* The most prominent healthy eating trend at the end of 2020

Vegetarian

Up to 43.3% of young people aged 18-24 are vegetarian compared to 46.9% of adults aged

25-34 Vegetarian activities are associated with discussions about beliefs and humane spirit with animals In addition, the notion that eating meat creates toxins for the body also causes many people to switch to vegetarianism

Organic food - Organic

Worried about food sprayed with too many pesticides and antibiotic ingredients in animal meat, many people look to foods with "organic" certification despite the high price However, consumers still have many doubts about the "organic" origin of processed products and switch to buying meat, fish, and vegetable products from small rural producers Stylish young mothers tend to choose dried fruit products and baby food and milk imported from abroad due to strict standards and quarantine

Nut milk

Faced with information about cow's milk not intended for human consumption, infant formula causing early puberty, Vietnamese mothers have turned to nut milk formulas to provide a safe, "replacement of cow's milk" drink "for my child Although there are many professional sources claiming that nut milk is "insufficient nutrients" and is not milk, Vietnamese mothers still choose it because the taste of nut milk is preferred by children Replace food additives

Although not really popular, it shows that basic spices, natural origin, few industrial additives are increasingly favored by wise consumers Realizing that putting chemicals into the body will bring long-term harm, consumers tend to cut down on familiar cooking ingredients such

as refined sugar, refined salt, cooking oil, and fish sauce … mass-produced from the factory with homemade or trusted local ingredients

Eat Clean

It is an emerging weight loss diet method that is enthusiastically used by celebrities Women seem to prefer Eat clean because the nutritional balance is better than Low carb, while the weight loss effect is quite impressive Eat clean menus prioritize good starches such as oats, rye flour and some Western fruits such as blueberries and chia seeds (used for the overnight oats breakfast menu) That's why many consumers wonder where these foods are sold in their locality

Non-GMO - non-GMO food

As a new food selection criterion for 2020 However, in Vietnam, there is a lot of information that the majority of soybean and corn products in Vietnam are of GMO origin, creating a wave of confusion, causing them to switch to foreign foods with GMO certification in the packaging for more peace of mind

B Secondary research

Primary research is defined as a methodology used by researchers to collect data directly, rather than depending on data collected from previously done research Technically, they

“own” the data Primary research is solely carried out to address a certain problem, which requires in-depth analysis With the implementation of the survey on eating clean diets, 60

results were obtained.

With 65% of survey participants being men and 35% of women interested in this clean eat diet

With 50% of survey participants aged between 18-24 years old Therefore, the survey will mostly be the thoughts of young people

According to the survey, most people know about the eat clean diet

In the survey, up to 68% are following the eat clean diet

Promote marketing as well as marketing strategies to share simple and effective diets, up to 92% of people are known, infer, more than half of people who know fanpage have been implementing these recipes this diet, specifically 68%

C Customer insights and current issues

The customers approached are customers aged 18-25 who think about using eatclean to improve their health Nutrition and daily diet combined with exercise is an important factor that requires people to apply daily and limit the amount of sugar entering the body every day That is also the problem that many people who implement this mode are making mistakes when starting to implement According to the survey, nearly 25% of statistics are thinking Because there is no person to guide the daily meals for beginners, it will lead to

inefficiencies, unsafe food choices, not paying attention to the amount of calories in the body

…

Campaign objectives and KPIs

The objective of Eat Clean Stay Lean campaign was to promote a healthy lifestyle among the youth by working with several Influencers who are prominently into fitness, spreading the word

and inspiring other people to do the same.

At Now

Number of likes on fanpage : 1643 likes

number of people reachable : 2500 people reach

number of people interacting with the post : 856 people interacting

KPIs for the next 2 months:

Number of likes on fanpage: 10000 likes

number of people reachable : 25000 people reach

Number of people interacting with the post: 5000 people interacting

KPI

The number of interactions reaching the group's KPI of 1500 pages has now achieved 1200 interactions close to the group's KPI target.On March 10, 2022, the number of interactions slowed down and tended to stop The page still maintained interactive posts 2 days 1 post per week.What else do you expect and should you develop this model again? I think yes this model is a multimedia model and the conversion rate of information to people about nutrition and needs information is very good

III, Campaign analysis

A, Channel strategy

Page's strategy is to share knowledge about Eat Clean, instructing people to protect themselves before and after contracting Covid 19

Eat Clean is a clean diet, creating healthy eating habits So everyone from children to the elderly can apply this diet

In addition, the Eat Clean diet is very suitable for the following specific subjects:

● People who wish to have a healthy body and a well-proportioned figure

● People who want to have bright and shiny skin

● People with diabetes and heart disease should apply Eat Clean

● Anyone interested in health issues

If you strictly follow the principles of eating for weight loss and combine with moderate exercise, you will feel noticeable results after 2 weeks of Eat Clean

Helping you to prevent Covid in the best and most effective way

B Content strategy

The content of the group focuses mainly on 2 main issues:

● Eat Clean

● COVID-19 prevention

Alternating between posting videos about Eat Clean and Covid-19 prevention, the group posted Eat Clean products that are very popular right now

The articles are designed to be extremely eye-catching and right in the heart of Eat Clean lovers, so they get a lot of clicks to see the product

Next is the personal knowledge and experiences shared by former F0 people, gaining a lot of interaction and sharing

Along with verified and uploaded news from official sites like VTV24 or VTC14, the famous Eat Clean topic youtube channel,

With the knowledge shared in a systematic way, the methodical Page believes that everyone will quickly get used to and complete their Eat Clean process quickly and efficiently Help people raise awareness, save valuable time so that they can stay healthy and protect themselves in the best way during this epidemic

C Evaluation and control

After the final activity of the campaign, an analysis of the campaign result has been conducted The report showed that both the reach and action have significantly increased, by 486%, far more excellent than what the team had expected from 300%-350% However, this result is reasonable since there is no specific company campaign launched in the past

From 7th february to 20th of March, there are only 78 reaches on Fanpage compared with

2247 reaches on the time the campaign was launched On 1 March, the conversion rate was approximately 1%, far less away than the 5% we set But in 20 March the conversion rate was approximately 13% more than we imagined

On the other hand, the lead measurement is met and exceeds the KPIs set besides all the KPIs that had been mentioned

The overall quality of team performance is around 90% and no late deadline is made

IV Recommendations and Conclusions

Sharing knowledge, exercises combined with a nutritious diet and reasonable living are the factors to organize Start With Nutrition and Eat Clean activities (EAT CLEANER) was born Groups of elderly people, people with weak health conditions and chronic diseases (high blood pressure, heart disease, diabetes ), when sick, are prone to severe illness, difficult to recover or not good, together with those who want to be healthy are All subjects can suffer health damage, poor resistance

Instead of panicking and worrying about the stressful epidemic situation, everyone should keep a stable mind, calmly follow the disease prevention instructions, apply a diet and exercise regimen, especially always ensure the spirit of the patient Optimistic spirit with healthy lifestyle!

Resistance is the key to a healthy body, but we often forget until the Covid-19 epidemic appears Don't let a health risk happen to take action, practice resistance-strengthening exercise habits every day according to the following suggestions!

1 Get enough sleep

Adequate sleep and punctuality along with reasonable activities help the body stay healthy being on time keeps you awake and, if it does, helps to reduce illness

2 Reasonable diet

Proper nutrition plays an important role in helping to support the immune system and increase resistance A nutritious meal is when fully combined with starch, fat, protein, vitamins, green vegetables and minerals In addition, do not forget to drink enough water every day to ensure the immune system works well Some foods with the effect of strengthening resistance should be considered in the daily diet such as vegetables, fruits, cereals, brown rice etc

3 Actively exercise and sports

Regular exercise promotes sweat excretion in the body, accelerates metabolism, combined with a reasonable diet and strengthens the immune system If you're short on time, gentle exercise like a brisk 30-minute walk or bike ride can also help release the hormone endorphins, which can reduce pain, reduce stress, and sleep better Improve immunity enhance endurance and strength

4 Keep personal hygiene and house clean

Keeping the body and living environment clean is one of the most effective ways to strengthen the resistance Remember to wash your hands often after handling raw food, after coughing, sneezing, or after touching objects in public