Digital Marketing Measurement Plan.pdf

"Vinamilk is committed to providing the community with top quality and high-quality nutrition with its respect, love, and high responsibility for human life and society" Vinamilk, 2023.M

LECTURE: MS BUI THI HANH THAO

GROUP ASSIGNMENT

MKT318m - MKT1724

M E M B Tran Thi Thanh Trang Pham Thi Phuong Linh

Duong Thu Hang Nguyen Minh Phuong

TABLE OF

CONTENTS

- Company introduction

01 Introduction

02 Digital marketing measurement Plan

- Identify the business objectives

03 Recommendations and Conclusions

04 References and Appendi

- Digital marketing mix evaluation

- Tools measurement index

In this article, we will summarize Vinamilk's

digital marketing knowledge First, we will

learn about Vinamilk in general Second,

how Vinamilk is implementing 4Ps on the

digital platform 4ps includes product, price,

location and promotion Next, we cover

data infrastructure measurement In data

infrastructure measurement, we will

measure 4 metrics namely brand impact,

customer outcomes, customer value, and

attribution Finally, we will make

recommendations for Vinamilk to develop

digital marketing strategies.

E X E C U T I V E

S U M M A R Y

COMPANY INTRODUCTION

DIGITAL MARKETING MIX EVALUATI

Vinamilk is the abbreviation of Vietnam Dairy

Products Joint Stock Company (Vietnam Dairy

Products Joint Stock Company), a company

manufacturing and trading milk and dairy

products as well as related equipment and

machinery in Vietnam Male Vinamilk is the

leading milk producer in Vietnam, and

started operating in 1976

Vinamilk has been exporting to 30 countries,

bringing the Vietnamese dairy brand to many

countries around the world) (Vinamilk, 2023).

COMPANY

INTRODUCTION

HISTORY

"Vinamilk is committed to providing the community with top quality and high-quality nutrition with its respect, love, and high responsibility for human life and society" (Vinamilk, 2023).

Milk powder Condensed milk Drink yogurt

Milk

Sugar

Cheese

Beverage Cream Nut milk

CORE VALUE

PRODUCT

"Becoming the leading symbol

of belief in Vietnam about

nutrition and health products

serving human life" (Vinamilk,

Vinamilk has more than 200 products distributed to 30 countries

and consumes 18,000,000 products every day (Vinamilk, 2023).

Vinamilk always brings you international quality nutritional solutions, meeting the needs of all consumers with delicious, nutritious, and healthy products associated with leading brands in

the market Popular schools such as:

(Vinamilk, 2023).

ORGANIZATIONAL CUSTOMER GROUPS

As distributors, wholesalers, retailers, shops, supermarkets have demand and are ready to distribute Dielac Alpha products as

well as othe r Vinamilk product lines This is the group that has requirements on discount rates, sales bonuses, timely ordering,

etc related to product distribution strategy.

Organizations that consume Vinamilk products such as schools,

canteens, beverage shops, and bakeries consume VNM's

TARGET CUSTOMERS

Vinamilk's product lines are focused on developing for teenagers

because this age group has a high demand for milk and the

consumption of dairy products is the largest.

Brand Vinamilk divides target customers into 2 groups including individual customers and institutional customers Vinamilk always brings customers the highest quality, most nutritious, and

delicious products for the health of each family member At all

ages, all subjects are suitable for Vinamilk's products.

Group of individual customers: are consumers who have buying

needs and are willing to pay to buy Dielac Alpha products,

especially parents with children from 0-6 years old This group of

customers has a relatively diverse product demand (good

product quality, product nutritional value, reasonable price,

eye-catching packaging design ) and accounts for a relatively high

proportion of total sales collect (Mar & Mar, 2022)

Digital Marketing Mix 4P is an important

marketing strategy for businesses to attract

customers and increase sales in the online

environment 4P factors need to be

considered and designed appropriately to

meet customer needs and create competitive

advantage in the market.

Vinamilk is one of the leading dairy brands in

Vietnam, trusted and loved by customers To

evaluate Vinamilk's Digital Marketing Mix 4Ps,

we will consider each specific factor as

follows: Product, Price, Place and Promotion.

(Ori Marketing Agency, 2021)

DIGITAL MARKETING

MIX EVALUATION

Vinamilk focuses on developing a leading scientific and reliable nutrition brand with all Vietnamese people through strategies that apply scientific research on the specific nutritional needs of Vietnamese consumers to develop the best product lines for them.

Currently in the market, current

competitors such as Dutch Lady

(liquid milk and powdered milk market

Vinamilk provides a variety of products from fresh cow's milk, yogurt, and sweetened condensed milk to regular milk and weight gain milk, weight loss milk, Vinamilk has a suitable variety with consumer needs and preferences At the same time, Vinamilk continuously updates and develops new products to meet the increasingly diverse needs of customers ( Vinamilk, 2023.)

Vinamilk has built a large and prestigious brand name, diversified product portfolio, high quality products at a more reasonable price than imported products of the

same type and the largest market share in Vietnam among

product suppliers products of the same type Vinamilk's fresh milk usually costs from about 33,900 VND per liter, while similar products of competitors such as TH True Milk cost 37,000 VND per liter, Dutch Lady costs about 30,000 VND per liter (Crm, 2023)

PRICE

Advertising: Vinamilk runs targeted online ads on

various platforms such as Facebook, Instagram,

Tiktok , search engines and Vinamilk website These

ads can highlight the company's unique products,

benefits, and selling proposition to reach a wide

audience.(HẠnh, 2023)

Personal Selling: Vinamilk uses these channels to

interact directly with potential customers, answer their

questions, and make product recommendations.

Vinamilk also uses online chat support to provide live

chat support on its website where customers can

interact with sales representatives to obtain product

information, resolve issues and perform now buy (Ori

Marketing Agency, 2021)

Public Relations (PR): Vinamilk uses PR strategies in

the digital space to enhance brand reputation and

create trust, such as joining social media accounts on

Facebook, Instagram platforms, Tiktok to interact

with customers In addition, Vinamilk also uses press

releases, collaborates with influencers such as Miu Le,

Vinamilk uses ad mix to create awareness and drive

sales This includes a combination of advertising, sales

promotion, public relations, personal selling, digital

marketing, direct marketing:

PROMOTION

Sales promotion: Digital marketing allows Vinamilk to implement various sales promotion techniques This could include offering exclusive 20-30% discounts, coupon codes, loyalty programs, limited-time offers, which incentivize consumers to make an immediate purchase and boost their

sales promote brand loyalty (Ori Marketing Agency, 2021)

PROMOTION

Direct Marketing: Vinamilk leverages direct marketing tactics such as personal email, SMS marketing or

direct mail to effectively reach the target audience.

Vinamilk can send them about new products,

incentives (Ori Marketing Agency, 2021)

Digital Marketing: Content marketing through blogs

and articles, social media marketing to engage

audiences, and affiliate marketing to partner with

Vinamil k's products are

widely distributed

through out Vietnam

through main distrib ution

channel s such as

superma rkets, conven ience

stores, agents and s ome

online sales channel s such

as Shop ee, Lazada, e tc

(Dư ơ ng, 2020)

PLACE

Metro system, supermarket → consumers (modern channel)

Distributor → retail point → consumer (traditional channel)

Vinamilk's extensive distribution and sales network is an essential factor for success in its operations, allowing

Vinamilk to capture a large number of customers,

ensuring the introduction of new products and marketing

strategies effectively across the country Vinamilk is widely distributed in 64 provinces and cities with 250 distributors and more than 135,000 points of sale

nationwide Distribution system combining modern and traditional, meet the needs of every customer.

Products are distributed through:

(Dương , 2020)

PLACE

02.

Vinamlk has built in the direction of sustainability

as a strategic goal, ending in the next 5 years.

and Vinamilk has had revenue growth year by

year Vinamilk's business goal is to become one of

the leading dairy companies in Vietnam.

Vinamilk identifies its strengths and focuses on developing high-quality products, investing in new

products that bring good experiences to

customers The second is the end of technology

application and sustainable development to help

improve the production process and improve the

quality of customer service Third, Vinamilk also aims to expand the market and strengthen

relationships with domestic and foreign partners,

thereby creating sustainable development for the

company (Baochinhphu.Vn, 2022)

BUSINESS OBJECTIVES

Building a distribution network, expanding marketing at retail points to become a leading

"tycoon" in the dairy industry in Vietnam.

Taking the lead in applied innovation, through

advertising with the song "One hundred

percent pure fresh milk".

Becoming the most valuable dairy group in

Southeast Asia following the tradition for the community, Vinamilk has been actively working

in the fields of society, humanity for the community (Truong, 2014)

With the goal of becoming one of the top 30

largest dairy companies in the world in terms of

revenue and market coverage Vinamilk has

determined the marketing strategy (Vinamilk, 2023):

MARKETING OBJECTIVES

DEFINE

Brand Impact is a measurement, which answers the question

HOW WELL DOES MARKETING IMPROVE THE WAY CONSUMERS INTERACT WITH AND PERCEIVE YOUR BRAND?

It is used to assess the health of the market perception of

the brand and products and the depth of their consumer

relationships There are several methods used to value a

brand and inherently intangible asset, each differing in

perspective on value and the inputs used in this calculation.

(Kevin Hartman, 2023)

KEY QUESTIONS

1 Are Vinamilk reaching the same consumer across

multiple devices or are these new and unique and

different consumers?

2 How much of the population that Vinamilk is seeking to

address is actually seeing my Ads?

3 How many different individuals did Vinamilk's ads

reach?

4 Were Vinamilk’s ads seen in the right context?

5 What impact did these ads have on Vinamilk's brand

metrics?

Brand impact

HOW DOES IT WORK? The measurement code will also collect information from the browser like the language setting, the type of browser (such as Chrome or Safari), and the device and operating system on which the browser is running It can even collect the “traffic source,” which is what brought users to the site in the first place Every time a user visits a web page, the tracking code will collect pseudonymous information about how that user interacted with the page

INTRODUCTION

Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business (Google marketing platform, 2023)

Brand impact

CAPABILITY

Brand impact

Viewability: Able to determine

the likelihood that people will

see an advertisement in a

variety of situations, whether it

is on a website, a mobile app,

or in another location.

Cross-device: Measure

cross-device activity to gain

knowledge about how well

Compare performance

across different time

periods and across

It can be confusing and overwhelming for new users

Sometimes the data is not 100% accurate.

PRICE Google Analytics is free and limited.

When your site exceeds 5 million impressions per month,

$150,000/year.

(Support Google, 2023)

Brand impact

HOW DOES IT WORK?

Google Brand Lift is a free tool for measuring the efficacy of videocommercials that businesses can use to tweak and improve their videocampaigns Brand Lift can assist businesses in aligning their campaigns withtheir marketing goals by focusing on KPIs such as ad recall, brand awareness,and consideration (rather than standard analytics such as clicks, impressions,

or views) The testing technique and huge sample size of Brand Lift mayprovide organizations with specific insights into the impact of their ads on howpeople feel about their product or brand (Support Google, 2023)

Brand Lift is available for in-stream andbumper ads bought via auction It’scurrently unavailable for outstream andin-feed video ads

To use Brand Lift, first you must create aProduct or Brand representing youradvertised object Think of this as agrouping of all your campaigns thatshare a common denominator This can

be a brand, product, store, service, oranything you wish to advertise

Brand impact

Brand Lift solution makes it clear whether

an advertisement is having an effect

- Lifted users

- Cost per lifted user

- Absolute Brand Lift

- Headroom Brand Lift

HOW DOES IT WORK?

People who have seen your ads

People who were eligible to see your ads, but didn’t see

them

Once your ad campaigns start running, Google will start

showing your Brand Lift surveys on YouTube, before a video starts These surveys will be shown to the following groups:

Multiple surveys can be created for different metrics to be

shown to users at different times The difference in the

responses between the group who saw your ads and the

group who didn’t will determine the influence your ads have on key brand metrics, such as ad recall, awareness,

consideration and more.

(Support Google, 2023)

CAPABILITY

- Relative Brand Lift

- Baseline positive response rate

- Exposed positive

custom survey questions

that are suited to their

unique brand objectives

and target market.

Large audience reach

CONS Not easily accessible:

Google Brand Lift is primarily focused on measuring brand growth for ads served across Google platforms

Budget Campaign must meet the conditions set

by Google

PRICE Brand Lift is a free tool (Support Google, 2023)

Brand impact

Brand impact

Collect &

Analyze tool

ViewabilityCross-deviceUnique reachAudience &

TRPsIntegrationsFraud Monitoring

1,2,3,4

Collect &

Analyze tool Brand metrics 5

Tools Tools Type collects Data it Ques

3 How many different individuals did Vinamilk's ads reach?

4 Were Vinamilk’s ads seen in the right context?

5 What impact did these ads have on Vinamilk's brand metrics?

DEFINE

"Consumer Outcome" is the result, effect, or benefit a consumer

receives after using a brand's product or service There will be

measurements to determine the value of marketing activities

against key business results such as revenue, sales volume and

market share Businesses often monitor and evaluate consumer

outcomes to ensure that their product or service meets

customer expectations and needs (Brown, 2022)

KEY QUESTIONS What are the most important factors that determine the positive results of consumers?

How do customers decide to buy Vinamilk products?

Which sales platform does the brand focus on?

Which product lines of Vinamilk are customers most interested in? Can the company's value reach its customers?

Mixpanel is an additional tool for the user analysis arsenal,

as it is capable of providing users with more data on website

visitors and customers Mixpanel is mainly a product

analytics platform, designed to provide marketers and

product teams with detailed information on how to attract,

convert, and retain customers best with real-time data

across devices and channels (Spall, 2022)

KEY FUNCTIONS

Revenue Analysis

Track customer lifetime value

Event tracking

Convert information into graphs (TechCrunch Is Part

of the Yahoo Family of Brands, 2013)

Customer Outcome

Events: A data point representing an interaction, such

as registration or purchase (think of the type of goal

you've tracked).

Users: Mixpanel can identify individual individuals and

match this information with Event data for each unique

ID.

Properties: There are two types, Event Properties and

User Properties, combining these properties will let

researchers know which events users are interested in,

and what common characteristics those users have

when interacting with the event or how long they were

involved with that event (Brown, 2022)

Mixpanel works by reporting on data points triggered by

users performing specific tasks across web, mobile, and

app-enabled It has inbuilt features that allow tracking

users through the product to understand what users do at

specific points in their user journey The event-driven

model is built on three key concepts: Events, Users, and

Properties.

Customer Outcome

Total amount of money

customers spend to buy

products of the brand.

Customer Outcome

Track customer value, the total amount a person will spend over the course of their relationship with the company Can link revenue to different traffic sources

Determine when and why customers abandon the product (TechCrunch Is Part of the Yahoo Family of Brands,