topic developing a comprehensive digital marketing plan

My Chu Xuan Truong Cooperative is a brand that specializes in producingMyChuinBacGiang, Vietnam.. In this report, the team willinvestigateandanalyzeindetailthecurrentsituation and the My

MARKETINGPLAN FORMYCHUXUANTRUONG

Instructor:NguyenQuocBao

Class:MKT1707Course:MKT328m

I.ExecutiveSummary 3

II.Company Overview 3

1.Company 3

2.4PMarketing 5

III.Digitalmarketingobjectives 6

IV.Targetaudience 7

V.CompetitorAnalysis 8

VI Marketing Strategy 9

1.Nameofthedigitalmarketingcampaign: 9

2.Insight: 9

3 Big idea: 10

4 Key Message: 10

5.Time: 11

+ Stage 1: Trigger stage from August 1 to August 10 11

+Stage2:EngagementstagefromAugust10toAugust30 11

+Stage3:ConversionstagefromAugust30toSeptember15 12

6.Socialmarketingstrategy: 12

a,Facebook 12

b,Onlinenewspapers 16

c, E - commerce 18

7.Onlineadvertisingstrategy:SEOSEM 19

VII.Analyticsandmeasurement 19

VIII.Conclusion 20

IX References 21

StudentID:

My Chu Xuan Truong Cooperative is a brand that specializes in producingMyChuinBacGiang, Vietnam In this report, the team willinvestigateandanalyzeindetailthecurrentsituation and the My Gao Chu product of My Chu Xuan Truong Cooperative to create adirect marketing plan called “Within the threads of green silk - Pure Vietnamesewholesome meal”, with themessage“Noodlesmadefromricegrainsinthesilk-growingregionofLucNgan,BacGiang,willbringadeliciousandauthenticallyVietnameseflavortoyoureat-cleanmeal'(Trongngầnsợicướcsơnxanh-Thuần việt bữa ăn lành mạnh) Thisdigitalmarketingplanwillconsistofthreemainstages,whereineach stage, we will buildand developprimarykeyhooksone ectivedigitaladvertisingchannels:Socialplatform(Facebook);Onlinenewspapers;E-commerceplatform

II.CompanyOverview

1.Company

- MyChuXuanTruongCooperativeisoneofthemajorandreputablecooperativesintheproduction,distribution,andexportofMyChuinBacGiang,Vietnam

(RegistrationonJuly1,2009),XuanTruongCooperativehasestablisheditselfwithamodernproductionfacility,importedtechnologyfromabroad,andthefusionoftraditionalcraftsmanshipandexpertise,skilledanddedicatedworkforce,and

systematictraining

- Mission:ThemissionofXuanTruongCooperativeistopreserveandfurtherenhancethetraditionalvaluesofricenoodlemakingcraftandmaketheproductsmore

accessibletoconsumersnationwide.Hence,MyChuXuanTruongCooperativewasestablishedbypassionateindividualswholovetheircraft,bringingtogethertheirexpertisetobuildthe'MyChuXuanTruong'brand(Ocopbacgiang.vn,2019)

- Businessmilestones:Withover13yearsofexperienceinMyChu productionandbusiness,XuanTruongCooperativehascontinuouslysolidifieditsbrandpositioninthemarketandgainedtrustfrompartnersandcustomers(Baobacgiang.com.vn,2022)

- Achievements:Currently,XuanTruongCooperative'sproductshavebeenexportedtofourcountriesandterritories,includingJapan,HongKong,Taiwan,andAustralia

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- Goals:Currently,XuanTruongCooperativeisstrivingtoimprovedaybydaybyenhancingproductdesign,clearlyindicatingtheplaceofproduction,ingredients,qualitystandards,usageinstructions,expirationdates,andtraceability.Theyarealsoinvestinginmodernmachinery,diversifyingtheirproductrange,andfurtherimprovingproductquality.Thisensuresthatwhentheproductsreachconsumers'hands,theyarethemostwell-presentedandfinestquality

(Doanhnghiepvathuongmai.vn,2022).Aftermorethan2yearsoflistingXuanTruongCooperative'sproductsonPostmart.vn,theynowsellover3tonsofproductsonthisplatformeachmonth.Therefore,thelong-termgoalforXuanTruongCooperativeistocontinuecollaboratingwithPostmart.vntopromotetheChũnoodlebrand,therebyincreasingthevalueoftheproductandfacilitatingitsconsumptionanddevelopment(tmdt.mic.gov.vn,2022)

- SWOT:

+ Strengths:

● Diverseproductrange:From2009untilnow,XuanTruongCooperativehasdevelopedninedi erenttypesofproducts,includingtraditionalChũricenoodles,whitehotpotnoodles,five-colornoodles,etc.,withcontinuousimprovementsinpackaginganddesign(congthuong.vn,2022)

● Planforself-su ciencyinrawmaterials(establishingfarms)andcreatinganopenproductionmodelforvisitorstotourandexperiencethenoodle-makingprocessfirsthand(assharedandevaluatedbyDirectorNguyenTrungThanh)

● Widespreaddistribution:ProductsaredistributedtoJapan,HongKong,Taiwan,andAustralia.Additionally,theyareavailableonreputablee-commerceplatformssuchasShopee,Lazada,andBiggo

● Implementationofnewfactoryconstructionprojects,expansion,andupgradingofproductionlines,proactivesourcingofrawmaterialsbyallocatingdedicatedlandforgrowingvariouscrops,tubers,andleavestoensureproductquality

+ Weakness:

● RelativelyhighcostcomparedtoothersimilarChũnoodleproducts,rangingfrom30,000VNDto70,000VNDperproduct

● Shortproductshelflifeduetotheabsenceofpreservatives

● LackofadistinctBrandStory/BrandImagecomparedtootherricenoodlebrands(HTX)inthemarket

+ Opportunities:

● Increasingdemandforhealthyproductoptionstoaddresspost-pandemichealthconcerns,where32%ofconsumersintheAPACregionchoosetobuyproductswithclearlabelingindicatingtheirhealthiness.

● 32%ofconsumersintheAPACregionchoosetobuyhealthyproductswiththelabel

● Vietnamhas53million"digital"consumersbytheendof2021(reportcitedonFibre2fashion)

● SupportandpromotionforOCOPproductsspecificallyfromvariousgovernmentdepartmentsandagencies

+ Threats:

● Procurementmodel/channelsofthecooperative:Requiresresourceinvestmentinmonitoring/guidancetoensurequalityfromtheinitialproductionstagesofindividualhouseholds

● Limiteddi erentiationamongcurrentricenoodlebrandsinthemarket

● Ensuringthequalityofproductionprocessestoenhancefoodsafety,ascommittedbyXuanTruongCooperativetoconsumers

2.4PMarketing

- Product:InadditiontotraditionalwhiteChuricenoodles,cooperativealsousesvariousplants,leaves,andtuberssuchaswatermimosa,cashews,butterflypeaflowers,purpleyam,andturmerictocreatenoodleandvermicelliproductsthatarerichinfiberandlowinstarch,benefitingconsumers.MyChuXuanTruong

Co-operativeo ersadiverserangeofproducts,includingtraditionalChuricenoodles,whitehotpotnoodles,colorfulnoodles,brownricenoodles,andmore,withpackagingdesignsfightingbeingdeveloped.Regardingfutureplans,DirectorNguyenTrungThanhstatedthatMyChuXuanTruongCooperativewillsoonintroduceproductssuchascaterpillarfungusandblackgojiberrynoodles,whichhavehighnutritionalvalue.Furthermore,therewillbeinstantnoodlestobettermeettheconvenience-orientedconsumertrend(congthuong.vn,2022)

- Price:Duetothestrictadherencetoqualitystandardsateverystageofproduction,includingcarefulselectionofpackagingmaterials,thecostofproductsfromMyChuXuanTruongCooperativeishighercomparedtomanyotherChũnoodleproducers(Congthuong.vn,2022)

+ Forexample,thespecial450gpackofMyChuXuanTruong ispricedat30,000VNDperpack(nongsanantam.vn)

+ Thebrownricenoodlesarepricedataround56,000VNDperbag(1kg)(vn.biggo.com)

+ ThevegetableChũnoodlesrangeinpricefrom65,000to70,000VNDper5-flavorpack(vn.biggo.com)

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includingChina,Russia,SouthKorea,andHongKongthroughbordergatesinLạngSơnandLàoCai.HTXMỳChũXuânTrườngalsoparticipatesinsellingthroughthe

● Enhance customer engagementanddrivesalesvolume,promotingtheuseofcleannoodlestoincreaseproductrecognition

- Communications objectives: Achieve specific KPIs of the digital marketingplan,including:

● Socialmediaplatform:Facebook

Viral video reaches 10,000views(with80%videocompletionrateand90%ofviewerswatchingforatleast3seconds).

Challenge "7-Day EatCleanwithRiceNoodles":Generateinterestandengagement from 10,000 participants Receive 100+ user-generatedcontent for the challenge Each KOL/KOC post receives 2,000+interactions(likes,comments,shares)

+ Asiringtowardsahealthylifestyleanddietaryhabits

+ Proficientintechnologyandfrequentlyusingsocialmedia

Demographic

-Agegroup25-35:Holdsthehighestproportionnationwide(17.5%)withover16millionpeople(PopulationReport2019)

-Educationlevel:Amongover14,000womenaged15-49nationwide,25%haveaneducationlevelofcollege/universityorhigher(PopulationSurvey2019)

-Maritalstatus:70%ofwomeninthe25-35agegrouparecurrentlymarriedorlivingtogether(PopulationReport2019)

Geographic

-LivinginVietnam,urbanareas,andmajorcities,withregularinternetaccess

-In2020,theurbanpopulationaccountedfor37.70%(PreliminaryPopulationReport).Fromtheanalyzeddata,the25-35agegroupofwomenholdsasignificantproportionwithinVietnam'surbanpopulation

Psychographic

-Confidentandambitious,buttheYgenerationvalueswork-lifebalance(InNeed,updateddatainJune2022)

-Concernedabouthealthandaspiretoahealthylifestyle:ThedemandforhealthprotectionhassurpassedjobstabilitytobecomethetopconcernofVietnameseconsumers(TheConferenceBoardandNielsen,2019)

-Consciouslifestylechoices:91%ofVietnameserespondentsacknowledgeandengageinconsciousliving(McKinsey&Company,VietnamConsumerSentiment,2021)

-Relativelyconcernedaboutenvironmentalissuesandcorporatesocialresponsibility:

+ 75%ofMillennialsareenvironmentallyconscioustotheextent

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+ Mostarewillingtopaymoreforenvironmentallyfriendlyproducts(Nielsen)

Behavioral

-Proficientintechnology,regularlyusingsocialmedia

-Frequentonlineshoppingonsocialmediaande-commerceplatforms:OverhalfofMillennialsshoponlineeveryweek(ClickInsights,2020)

-Showmorepreferenceforlocalbrandswhenshopping(McKinsey&

Company,VietnamConsumerSentiment,2021)

-Prefertoresearchandreadreviewsbeforemakingpurchasesbutmaynotalwaystrustthosereviews(WeCreate,WhatVietnam'sMillennialsandGenZwantfrombrands,2021)

-Tendtospendmoregenerouslythanpreviousgenerations(WeCreate,WhatVietnam'sMillennialsandGenZwantfrombrands,2021)

-Facebookisthemostusedsocialmediaplatform(95%ofthe25-40agegroupusingitinQ1/2022),followedbyZalo,whichisusedby89%

Mainproducts:Noodles,cerealscateringtospecialdietaryneedssuchaseatclean/nutrition/babyfood/organic

Above-averagecoveragenationwide

Currentscale Medium-sized Medium

Resources SomepeopleinPhuThodonot

comefromanoodlemakingvillagebutstudyhardandlookforopportunities

Young,leveragingknowledgeandexpertisethroughcomprehensivetrainingduetoamodernoperating

Vietnam

Consistentbranding,completeguidelines,meticulousvisualrepresentation,makingproductsaccessibletothetargetaudience:modernyoungmothers

Highlighted

communication

activities

Communicationactivitiesarestillbasic,mainlywebsitedevelopment

Thecommunicationactivitiesarehighlyprominentandreceivesignificantfinancialinvestment.Currently,AnpasoOrganicVegetableNoodleshasdevelopedaprofessionalwebsitewithauniquebrandstoryandrelatedproductarticles.Additionally,theyhaveestablishedapresenceonFacebookandTikTokchannels

commitment to maintaining a healthy lifestyle This heightened awareness has

resulted in a shift towards cleaner eating habits among these individuals Theyprioritize consuming wholesome and nutritious foods, avoiding processed and

unhealthyoptions

+ However, adhering to an eat-clean diet can present certain challenges, especially

when it comestoincorporatingunfamiliarorexoticingredients.Forinstance,grains

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and other lesser-known foods often featuredineat-cleanmenuscanbedi culttodigest, leading to feelingsofdissatisfactionandfrustrationamongGenYindividualswhoarestrivingtomaintaintheirhealthyeatinghabits.

→ Toaddressthisissue,thereisaclearneedforaproductthatcaterstotheinformedand

health-conscious Gen Y demographic in Vietnam This productshouldserveasasuitablereplacement for the challenging foreign foods commonly found in eat-clean diets By

o ering an alternative thatisbothhealthyandaccessible,thisproductcanalleviatethe

di culties faced by Gen Y individuals and enable them to continue their pursuit of awholesomelifestyle

- CampaignInsight:

+ Consumer demand: Taking a closer look at consumer demand, it is evident thatindividuals are increasingly conscious of the impact their dietary choices haveontheir overallwell-being.Thisheightenedawarenesshasledthemtoactivelyseekoutnutritious andhealth-promotingfoodoptionsthatalignwiththeirvaluesandcanseamlesslybeincorporatedintotheirdailymeals.Vietnamesecuisine, with its richand diverse culinary heritage, o ers a plethora of nutritious ingredients andtraditionaldishesthatarewell-suitedtomeettheseconsumerneeds

+ Brand role: With low calorie content,nofat,andgoodstarch,noodlesaretheperfectchoiceforthosewhowanttoelevatetheVietnameseflavorintheireat-cleanmeals

→Therefore,itiscrucialforthesubstituteproducttofulfill various criteria that align withthepreferencesandrequirementsofconsumers.Firstandforemost,itshouldbeeasyto

consume, ensuringthatindividualscane ortlesslyintegrateitintotheirbusylifestyles.Moreover, the product must resonate with the unique Vietnamese palate, capturing theessence of local flavors and culinary traditions This authenticity will be a key factor inappealingtothetargetaudienceandestablishingastrongbrandpresence

Furthermore, the substitute product should prioritize health benefits, providingconsumers withanutritiousoptionthatcontributestotheiroverallwell-being.Byo ering

a healthier alternative to the challenging foreign foodsineat-cleandiets,thisproductwillassist individuals in achieving their health goals without compromising on taste orsatisfaction Lastly, it is essential for theproducttobelowincalories,allowingconsumers

to manage their calorie intake e ectively while still enjoying a delicious and satisfyingmeal

3.Bigidea:

From the paddy fields in the Son Cuoc Lục Ngạn region, Xuân TrườngricenoodleswillbringfamiliarVietnameseflavorstoyoureat-cleanmenu

health and peace of parents during their lifetime and liberation and blessings for

theirafterlife.Therefore,theVuLanseasonisanimportantoccasionfor people to

show respect totheirparents.Todothis,peopleshouldadoptavegetariandietas

avoiding harm and accumulating merit for descendants and paying respects arehighlysignificantduringtheVuLanseason

- Stages:

+ Stage1:TriggerstagefromAugust1toAugust10

KeyHook:Challenge-"7-DayEatCleanwithRiceNoodles"

● Objective:Widelypromoteawarenessthatricenoodlescanbeusedforeatclean,leadingtothetransformationof"cleaneatingricenoodles"intoanewtrend

● Implementation:

Inthepublishedarticle,participantswillprepareandusericenoodleproductsforoneoftheirthreemeals:breakfast,lunch,ordinner.Thechallengewillextendoveroneweek

Hashtagstobeusedinthechallenge:#MyGaoEatClean

#7DaysEatCleanMyGao#mygaoXuanTruongCollaboratewiththe"EATCLEAN-ĂNSẠCHSỐNGKHỎE"grouptopushthehashtagswithinthegroup,persuadingthecommunitythatricenoodlesarethenewtrendincleaneating

PartnerwithsomeKOLs/KOCs(KeyOpinionLeaders/KeyOnlineCelebrities)toparticipateinthechallenge,aimingtospreadthechallengetoawideraudience(Suggestedinfluencers:NgocKhanh,MoMo,HangDauStayHealthyEasy,UyenPu,TriPhan,etc.)

+ Stage2:EngagementstagefromAugust10toAugust30

KeyHook:Viralvideo-JourneyofXuânTrườngRiceNoodles

● Objective: Spread the story of Xuan Truong Rice NoodlesCooperative's rice noodle product and a rm the journey ofproducingdeliciousricegrains"WithinthestrandsofLụcNgạn-

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Pure Vietnamese forcleaneatingmeals"thathasbeen,is,andwillcontinue.

● Maincontent:Thevideotellsthejourneyofricenoodlesfrom theLụcNgạnregiontocustomers'cleaneatingmeals

● Narrativeguidance:

The rice noodleproductionprocess,atXuanTruongRiceNoodlesCooperative,hasbeenongoing

But fewpeopleknowthatbehindthatproductionprocessisastoryofajourney

6.2.Detailedplan:

a,Facebook

-Brand:Service,production,upcomingevents

-Testimonials:Otherusersandrealexperience

-Didyouknowthehealthofthebodycannotbefeltinadayortwo?

-RicenoodlesofXuanTruongCooperative,didyouknowitisalsoaculturallyrichOCOPproduct?

-ServicesanddeliverymethodsofXuanTruongCooperative,didyouknow?

-DoyouknowabouttheingredientsandmeticulousproductionmethodsofXuanTruongricenoodles?

-HowdootherusersfeelaboutXuanTruongCooperativeRiceNoodles,doyouknow?-WhatisyouractualexperiencewithSpringTruongricenoodles?

2.Cookingeatcleannoodlesisveryeasy3.Welltoday,whynot?

4.XuanTruongricenoodlesandprideinOCOPproducts

1.XuanTruongricenoodles-theproductionstory2.Exhibition'TheRiceGrainsfromtheSonCuocregioninLucNgan'

3.XuanTruongricenoodlesdeliveredtoyou

1.CommentsofcustomersaboutXuanTruongRiceNoodles

INFLUENCERS

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