Digital Marketing Campaign Coco Store.pdf

Its business model and strategy for growth The current business form of the store through online channels and social networks such as Facebook, Zalo, .... The business model is sells pro

Table of

Contents

02 03 04 05

Introduction

Recommendation & Conclusion References Campaign Analysis

E X E C U T I V E

S U M M A R Y

Coco Store is an online shop specializing in lingerie for women In this report, we will give a detailed introduction and analyze the current situation of the store in particular and the general

situation of trends in the women's underwear industry to set

specific goals Next, we will analyze potential channels to develop

a marketing strategy and decide which channel to use Finally, clearly present the new Digital Marketing strategy for Coco Store according to the 4Ps and give an assessment of the strategy.

01Coco Store

Its business model and strategy for growth

The current business form of the store through online

channels and social networks such as Facebook, Zalo,

to advertise, display and sell products

The business model is sells products and interacts with

B2B customers through Zalo and B2C through

facebook and zalo

The main form of business is B2B - Supplying

underwear in bulk to wholesalers or retailers, in

addition, also providing products for B2C individual

customers looking to buy in small quantities to serve

their needs personal demand

Using fanpage for the purpose of advertising and

reaching, attracting customers with more needs can

also earn more customers than before

The advantage of this model is that it can save the

cost of renting premises and staff, and at the same

time, it can reach many consumers not only in the

region but also nationwide

This business model has overcome the limitations of

traditional business, which customers always have to

go to the store to buy, now just sit at home surfing

facebook, zalo, shopee just click to buy in 2 or 3 days

you will have this products you want With the online

model, customers can buy and sell options directly

online and can order delivery to their home without

having to go to the store as before Going to the store

may not have as many models as online, it may not be

suitable for everyone's preferences and thus makes us

move more to satisfy our needs However, the online

business model also has limitations in that customers

cannot directly see the product as well as grasp the

material of the new product, placing their trust in

buying through advertising, product introduction and

evaluation price from customer It is possible to receive

good or bad goods, delay in delivery, loss, wrong model

of goods is also quite common

02Coco Store

1.1 Competitors

The shop's competitors include wholesalers, individuals and small shops with

similar business activities as the model The source of goods is from other

merchants, importing goods from China, so it is inevitable that there are similar

products However, the shop has found new and unique product sources that are

hard for any store to touch and since then the shop has become the only dealer

with such models

In addition, with the rapid development of e-commerce platforms, especially

Shopee Buyers can easily find products and buy it easily from other shops

Therefore, the stores on shopee are also a strong competitor that cannot be

ignored and have the ability to change consumers' habits

1.2 Growth strategy

E-commerce business

Shop will post an online product catalog on the website, e-commerce platform

Shopee, Lazada, Sendo so that buyers can order through that website and the

seller will send goods to customers, manage customer data Save shipping costs

for customers far away from the shop The psychology of every customer likes to be

cheap, but the more shipping is reduced, the more they like it

However, the reason why the shop does not use too many websites is to avoid the

situation that customers cannot check and miss customers without consulting

carefully In the future, the shop will grow more and more to recruit more

employees and expand more websites as well as expand more markets to reach

more diverse customers But if the customer is a B2B who wants to buy products

in large quantities and has a need to negotiate, negotiate the price, the shop will

contact them through the Zalo app

Business cooperation

Shops can combine directly with manufacturers so that when purchasing

products, they can buy products at a cheaper price than wholesalers Or you can

post more collaborators so that from these collaborators will find more customers

and give the collaborator % commission on a product A double job, support more

jobs for others This way, the shop will be able to reach more customers

Limitations of the shop

Only selling products to women because they are the most accessible online

customers and products are more colorful, designs than men In the near future,

the shop will try to expand its male customer base Because it is a delicate product

but no less important in the needs of each person

03Coco Store

Gender

Occupation Age

Income

There are two trends customers look for when shopping at CoCo store :

05Coco Store

Figure: Retail revenue of the global lingerie market from 2008 to

2016 (in billion U.S dollars) (Statista, 2016).

The worldwide lingerie market.

Vietnam's lingerie market.

Figure: Production volume of intimate wear in Vietnam from

2012 to 2021 (in million pieces) (Statista, 2020).

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research

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research

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research

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research

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research

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Customer Insights

&

Current Issues

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Objective & KPIs

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SO C IA L ME DI A M AR KE TI NG

0% 25% 50% 75% 100%

Facebook Zalo Youtube Instagram Tiktok Twitter Printerest

Fingure: Leading active social media platforms among internet users in Vietnam as of 1st quater of 2021, by generation (

Statista, 2021).

16Coco Store

Fingure: E-commerce market value in Vietnam from 2014 to 2020 (in

billion U.S dollars) (Statista, 2020).

0% 25% 50% 75%

Shopee Lazada Tiki Facebook Sendo Zalo

Figure: Most popular e-commerce sites for online shopping among online shopper in Vietnam in 2019

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EM A IL M AR KE TI N G

Benefits: Drawbacks:

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Benefits: Drawbacks:

SEARCH MARKETING (SEO & SEM)

The Similarities Between Two Channels: The Differences Between Two Channels:

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The Similarities Between Two Channels: The Differences Between Two Channels:

DISPLAY ADVERTISING

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Advantages of Display Advertising Disadvantages of Display Advertising

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Email Marketing

PROMOTION

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DISPLAY ADS

OUT OF HOME ADVERTISING

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SOCIAL MEDIA

Hotgirl Nam Phuong (Instagram @phuong252_)

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2022January- February- March

October November December January February March

QR code

Build Website

Out of homeLaunching appLaunching website

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CONTROL

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CONTROL

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CONTROL

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CONTROL

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Email Click Rate

Mail Open Rate

HOW DID YOUR DIGITAL MARKETING CAMPAIGN TO THE OVERALL MARKETING STRATEGY OF THAT ORGANIZATION? RECOMMENDATIONS

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W H A T R E C O M M E N D A T I O N S C A N Y O U

G I V E T O T H E O R G A N I Z A T I O N F O R

T H E I R F U T U R E D I G I T A L

M A R K E T I N G S T R A T E G Y ? RECOMMENDATIONS

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ệ ệ ấ ị ườ ộ

ụ ữ ặ ồ ẹ

REFERENCES

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