tiểu luận đề xuất chiến lược digital marketing

Currently, TMV''''s campus islocated at 293 Hung Vuong, Thanh Khedistrict+ Spacious, modern and spaciousinfrastructure+ Function rooms are designed separately,creating a sense of privacy fo

THE FACULTY OF MARKETING

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MID-TERM DIGITAL MARKETING

COURSE: DIGITAL MARKETING

SUBJECT: DIGITAL MARKETING PLAN PROPOSAL

3 Hoàng Uyên Nhi

4 Lê Cao Như Quỳnh

5 Võ Anh Thư

Da Nang, June, 2023

I E-marketing environment analysis 1

1 Micro environment 1

1.1 Competitors 1

1.2 Customer 2

1.2.1 Personas 2

1.2.2 Customer journey 3

1.3 AMIDA International Beauty Salon’s resources 4

1.3.1 Tangible resources 4

1.3.2 Intangible resources 5

2 Macro environment 5

3 SWOT 7

II E-marketing objectives 8

III E-Marketing stragety development 9

1 Market segmentation 9

2 Target market 9

3 Customer value proposition 10

3.1 Online customer value proposition 10

3.2 Positioning and differentiating stragety 10

4 Rationality of the proposed strategy 12

IV E- Marketing mix decisions (7Ps) 13

1 Product 13

2 Price 14

3 Place 14

4 Promotion 15

5 People 17

6 Process 18

7 Physical evidence 18

Table 1: Competitors 1Table 2: Demographic 3Table 3: SWOT 8

Table of figures

Figure 1: Position map 12Figure 2: Amida Fanpage 16

A E-Marketing marketplace analysis

I E-marketing environment analysis

+ Many attractive incentives for customers,public service price list on TMV's website+ Leading technology (products fromKorea-based technology distributioncenter: NOVAMED)

+ DIVA emphasizeselements of harmony andbalance, not followingtrends → difficult toattract more customers

Ngoc Dung

Beauty salon

+ More than 18 branches stretching fromSouth to North, developing for more than 2decades

+ More than 200 quality, safe and diversebeauty services

+ The staff regularly participates indomestic and foreign courses to improvetheir skills

+ There are many doubtsand scandals on socialnetworks → shakingcustomer trust

Mega Gangnam

Beauty salon

+ Applying the latest beauty technologies:

Smartlipo reduction technology, ThermageFLX skin rejuvenation, Collagen SmartFiber wrinkle removal technology, → alldevices have been approved by the US

+ Only focus on medicalaesthetic services such ascare, treatment of skinproblems, slimming,

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FDA and the Ministry of Health quality,safety

+ Team of experienced doctorsDong A Beauty

salon

+ TMV is large and has a long-standingreputation, has developed 8 branches in theprovinces Currently, TMV's campus islocated at 293 Hung Vuong, Thanh Khedistrict

+ Spacious, modern and spaciousinfrastructure

+ Function rooms are designed separately,creating a sense of privacy for customersduring consultation and aesthetics+ 100% of the team of doctors areinternationally certified and have goodprofessional qualifications

+ Only focus on medicalaesthetic services such ascare, treatment of skinproblems, slimming,

1.2 Customer

1.2.1 Personas

Table 2: Demographic

They are often interested in looking good to increase theirconfidence and attract the attention of others through hairstyles,clothes, shoes, etc

small details such as hair, mustache and skin to have a youthful,dynamic image

From 30 to 40 ages Turn their attention to high-quality cosmetic services for skin

problems, or wrinkles.

and skin defect treatment, besides, using specialized skin careproducts to minimize aging and maintain healthy skin

including skin treatments, in addition, they want to feel confidentabout themselves and have a more youthful appearance

Nowadays, more and more men are coming to the salon looking for a solution to their skin andhair problems, or to improve their appearance such as body shaping, slimming, facelift, backacne treatment, and increase confidence

1.2.2 Customer journey

- Awareness: Customers are in need of improving their appearance and health problems This

need is formed through touch points:

+ Social networking sites (influencers, celebrities, Internet posts ),

+ People around have experienced the services of beauty salons

- Search: Customers search for information about beauty salon products and services and the

touch points Amida can contact with customers:

+ Through internet search: https://www.amidavn.com

+ Through Facebook: https://www.facebook.com/thammyquocteamidadanang

+ Through reading articles

+ Through product reviews and services

- Analysis:

+ Customers start calling directly or texting the hotline to be advised by staff

+ Message via Facebook, website to get more support information

+ Go directly to the beauty salon for direct consultation and diagnosis

- Purchase:

+ Amida's staff will phone to advise and support information, customer satisfaction survey+ Send notifications about the next steps of the course through:

 Email

 Direct message or call

- Retention: Amida will send notifications about the next promotions to customers via+ Email

+ Direct message or call

+ Through post on Internet(Facebook, website, )

- Post-purchase: Amida is willingly to receive customer feedback and complaints

+ Through hotline, box chat of Amida

+ Through feedback on social media platform and website

1.3 AMIDA International Beauty Salon’s resources

1.3.1 Tangible resources

 Materials resources:

- Technology: Proprietary treatment regimens, including formulations using therapeuticproducts and technologies

 Using modern technological equipment for slimming, facial treatment

 About slimming: Max Lipo high-tech slimming

 About skin treatment: exclusive micro-point Peel melasma technology - using high-techmachine with retinoic active ingredients to help fight melasma, increase collagen,improve skin background, Laser Toning technology - treat melasma, Exclusive Filli Biotechnology - treatment of folliculitis

 About hair removal: Ice cold head laser diode hair removal

- Finance: Revenue per month 1 billion 2, average profit per month from 300 - 500 million,average profit per day is not fixed because it has to be deducted for variable and fixed costs.For example, the breakeven point of a business is 400 million VND, if the revenue is higher, butthe fixed costs such as the cost of space remain unchanged, the business can still save moremoney

+ Total number of human resources: approximately 50 employees for each specific task+ Young labor force from 20 to 40 years old.

• Qualifications of employees:

+ Trained from industry experts, practiced under the supervision of highly skilled managers.+ AMIDA staff are highly trained, experienced and constantly learn and improve theirknowledge

1.3.2 Intangible resources

- Relationship between partners, suppliers:

+ Working with specialists with extensive experience in cosmetology

+ Supplier and distributor of prestigious cosmetic products

- Awareness of people with product:

+ Fanpage FB: has 26,230 likes và 27,170 followers

- Market understanding, product reputation for customers

+ Always update the images / finished products / beauty improvement process before and afterusing the service at AMIDA

+ Many new customers are customers who have experienced the service at AMIDA throughreferrals from old customers

2 Macro environment

Economic (According to the General Statistics Office)

• The year 2022 takes place in the context that the world economy is facing great challenges,rapid and unpredictable fluctuations and high instability; Inflation rose to its highest level indecades forcing countries to tighten monetary policy

• However, our economy in the past year had a strong recovery, the macroeconomy was stable,inflation was under control, major balances were ensured

• Specifically, in Da Nang market, the average income per capita in 2022 is 5.23 millionVND/person/month, ranking fifth in the country GRDP per capita in 2022 (in 2010 constantprices) increased by 11.7% compared to 2021

According to the above data, consumers' income is increasingly stable, which leads to anincrease in demand for aesthetics

• According to research on the beauty market in Vietnam, although it started out slower thanother countries, it has also grown tremendously

Nowadays, Law of VietNam have been issued regarding the establishment and operation ofbeauty salons:

“1 Có quyết định thành lập của cơ quan nhà nước có thẩm quyền đối với cơ sở khám bệnh, chữabệnh do Nhà nước thành lập hoặc giấy chứng nhận đăng ký kinh doanh hoặc giấy phép đầu tưtheo quy định của pháp luật đối với cơ sở khám bệnh, chữa bệnh khác

2 Có giấy phép hoạt động do Bộ trưởng Bộ Y tế, Bộ trưởng Bộ Quốc phòng hoặc Giám đốc Sở

Y tế cấp

• Tax policy: taxes on services increase competition among beauty salons

• Illegal situation at some large beauty salons affecting consumers tighter laws pressure on beauty salons

Culture - Social

 Prejudice about cosmetic services is less and less

 Affordability for aesthetic services is increasing

trust

Technology

VietNam market is still existing much of machines that not have high quality, cause However,the domestic market still has many models of non-standard quality, causing many potentialinjuries and being labeled as imported from the US, Korea, Japan and many other countries.VietNam is not a country that can produce comrugation technologies

Table 3: SWOT

STRENGTH:

- TMV has consulting services from

professional doctors

- Amida has a large number of regular

customers - TMV has dental services, which is

completely new compared to most other TMVs

- TMV combines spa owner course training

and technician course

- More than 10,000 visitors come to the salon

to perform melasma treatment, which proves

that this is a "hot" treatment

- Provide services for men

WEAKNESS:

- TMV AMIDA develops all 4 fields:cosmetology, dentistry, spa and therapy In fact,TMV has only developed aesthetics and therapy(2 areas attracting the most customers) Dentistryand spa at TMV have not really attracted manycustomers

- Only associated with external teams ofdoctors, not their own affiliated team

- Only 1 establishment in Da Nang → has notincreased its recognition and met the needs ofbeauty

- Marketing activities are weak

OPPORTUNITIES:

- Society develops and the demand for beauty

increases, prejudices about aesthetics are

gradually eliminated → large consumption

markets

improved, → affordability for beauty

services became popular

development → bring high efficiency to the

treatment

- Men's interest in beauty led to the Salon

opening up services for men

THREATS:

- Many businesses want to enter the beautymarket → fierce competition

services → rampant situation, investing without focus

establishments → affect the trust of the reputation of the Amida salon

field when they use celebrities to promote their brands

Our team chooses SO strategy – develop strengths to exploit opportunities The spectaculargrowth in the demand for beauty products by men has clearly shown a huge change in aestheticconceptions for men Besides, due to the high competitiveness in life and appearance becomes agreat advantage to achieve success Male customers were more open to using cosmetics orcosmetic interventions to improve their appearance Those are the main factors that stir up maleconsumer tastes and create huge demand Since then, not only treatment process has developed,but also a great opportunity for other beauty services to develop at AMIDA

II E-marketing objectives

- Overall goal: Increase brand awareness through RACE model

- Objective: Increase the number of customers reaching the brand by 20%.

 Stage 1: REACH (Through social media)

- KPI: Reach to 20,000 people reach and increase 5000 followers on Facebook channel in thefirst 6 months of 2023

→ 2 posts a day, reach to 50 likes and 15 shares each

→ Gain 30 fanpage likes every day

→ Every day 20 visitors

→ Pageview: 5 pageviews / 1 person

→ 80% of visitors stay more than 5 minutes

- Email marketing → send to 100 customers

→ Send 1 email/ 1 customer every week

→ Aim for 80% of emails to be read

- Build Tiktok channel: reach to 1000 follwers in 6 months and 500 – 1000 viewers on eachvideo

 Stage 2: ACT (Encourage customers and share information)

- Celebarate give away → post: 30% increase in likes, shares and comments

- Organize Mini Game → livestream: 2k views, 1.1k comments, 1k shares

- Website: There are 5-7 interested customers, inbox TMV in which 2 customers booked anappointment at TMV

• Stage 3: CONVERT

- Website: KPI: reaching more than 100 million / 1 month

→ Sell therapy to 30 customers per day

→ Reach 5 - 10 million per session purchase

- Offline: KPI: Revenue 2 billion / 1 month and profit 600 million

→ Every day revenue will reach 70 million

→ Daily profit is 20 million

• Stage 4: ENGAGE (mounting)

- KPI: customer return rate reaches 90%

the rate of customers recommending products to acquaintances reached 30%

- Target revenue: increase 120% of revenue -> reach 1.44 billion / 1 month

→ Average 10 customers/day

- Use email marketing to take care of customers

→ Send feedback sheet of customers who have completed the process → 70% of customersreply to email

- Create a group for old customers (who have good feedback about the service)

→ This group is about 3,000 people

→ Encourage new customers to like page, share, follow & come to TMV

- At this time, increase the revenue from 2 billion to 2 billion 5 / month

- Building customer care services through the website

→ Gift vouchers, new customers → Increase satisfaction rate to 80%

- Call to take care of customers

III E-Marketing stragety development

There are many reasons why men are interested in beer belly aesthetics Some people may haveexperienced weight gain after the age of 30, causing an accumulation of fat in the abdominalarea This can reduce their self-confidence and self-image Other men may have done diets andexercise, but still not achieved balance and toned in the abdominal area.

With this need, men from the age of 30 and older often look to beauty salons specializing in beerbelly Here, they can be consulted and perform specialized cosmetic methods such as fat removalsurgery, non-invasive liposuction technology or therapeutic therapies such as phototherapy,muscle shaping abdomen and lift the abdominal muscles

But in addition to improving appearance, men also often place a lot of value on health andcomfort Beer belly is not only a cosmetic issue but also related to overall health By reducingexcess belly fat, they can reduce their risk of cardiovascular disease, diabetes, and fat-relatedproblems

With this demand, men aged 30 and above become an important customer group of beauty salonsspecializing in beer belly These establishments not only provide professional methods toimprove beer belly, but also meet the health and confidence factors, helping men become thebest version of themselves

3 Customer value proposition

3.1 Online customer value proposition

- Benefits for customers:

+ Convenience: Online platforms can bring convenience to users by providing easy-to-use

interfaces, fast loading times, and 24/7 accessibility

+ Choice: Online platforms can provide users with access to a wide variety of products orservices, which can be especially appealing for niche or hard-to-find items

+ Pricing: Online platforms can often offer lower prices than brick-and-mortar retailers, whichcan be an important selling point for cost-conscious shoppers

+ Personalization: Online platforms can leverage user data to deliver personalizedrecommendations and a more tailored shopping experience for each customer

3.2 Positioning and differentiating stragety

a Positioning strategy