internet marketing final assignment of vinamilks

VIETNAM NATIONAL UNIVERSITY, HANOI INTERNATIONAL SCHOOL

INTERNET MARKETING

Nguyén Thi Phuong Thao - 20070331

Hanoi, January 2024

DMtPOCDUCTION .Ẽ Ẽ ằ Ẽ.Ẽ Ẽ Ẽ Ẽ Ẽ Ẽ Ẽ ẼẼ 3 Part 1: Overview of digital marketing idea S2 nh nen 4

1.1 Leveraging the Power of Social Media Platforms - che 4 1.2 Utilizing YouTube to Enhance Interaction and Information Sharing 4

2.1.5 _ Pubilic relations and influencer marketing cho 10 2.1.6 Online advertiSing ch nn né nh HH HT n nh nh 111k ket na 11 2.2 Digital marketing strategy analySIS c nen nh heo 12 2.2.1 SwoOfanaly$iS uc nnnn nh HT nh Hà 21k kế da 12 2.2.2 SMART business goalS LH Tnhh Hà tk kho 14 2.2.3 POSILOnInQ ch nh nh Tnhh nh nh ng kh kg nh 16 2.2.4 Target market ST HT Hs ngà Hy kg kg HH Ha HH Hà 18 2.2.5 Marketing mix (4P”) c Q cnn ch TT HH TT HH KT tk hà 19

3.1 Digital marketing visual Identify nh HH HH ng kh kh tờ ta 22

3.1.2 Apalette with UNIQUE FAVOF 0.0 ert ttn kh hàn 23 3.2 Digital marketing presence 0n nn ng ng ng nh KT TK kg và 24 3.3 Digital marketing plan for “Vinamilk Fresh MIIk 100⁄” cà 27

3.3.1 Market analySIS ch nh nh nh nh nh nh HH nh Hà Hà tr HH ta 27 3.3.2 _ Digital communications tools or media channels - che 28

3.3.3 Timeline and Activities, Human Resources, Budget, Activities 29

3.3.4 Develop a video script for a digital marketing campaign 31

Table of Contents

Introduction

Internet marketing, also known as online marketing or digital marketing, has become an integral part of contemporary business strategies This form of marketing leverages the vast reach and interactive nature of the internet to promote products or services, engage with target audiences, and drive business growth Through various channels such as search engines, social media, email, and websites, internet marketing facilitates targeted communication, data-driven decision-making, and personalized customer experiences This abstract explores the key components, trends, and challenges of internet marketing, emphasizing its transformative impact on the global business landscape

Vinamilk, officially known as Vietnam Dairy Products Joint Stock Company, stands as a prominent player in the global dairy industry and serves as a compelling case study in the application of internet marketing strategies Established in 1976, Vinamilk has evolved into Southeast Asia's leading dairy company, producing an extensive range of dairy products, including milk, yogurt, and cheese In embracing the digital era, Vinamilk has strategically employed internet marketing to enhance brand visibility, engage with consumers, and drive sales The company has leveraged social media platforms, e-commerce channels, and targeted online advertising to reach a wider audience both locally and internationally By embracing e-commerce platforms, Vinamilk has not only expanded its distribution channels but has also capitalized on the growing trend of online shopping for consumer goods

This introduction sets the stage for a detailed exploration of Vinamilk's internet marketing strategies, examining how the company has navigated the digital landscape to stay competitive and maintain its position as a market leader in the dairy industry By delving into Vinamilk's approach to online branding, customer engagement, and e- commerce integration, we gain valuable insights into the evolving dynamics of internet marketing within the context of a well-established and globally recognized brand

Part 1: Overview of digital marketing idea

In the current digital era, where online connectivity is becoming increasingly crucial, Vinamilk not only faces the challenges of competition but also encounters new opportunities in the digital economy To adapt and thrive in this context, a creative digital marketing strategy becomes indispensable, leading Vinamilk on a journey to captivate customers through online platforms

1.1 Leveraging the Power of Social Media Platforms

Vinamilk can harness the power of social media platforms to create unique interactive experiences Creative advertising campaigns on Facebook, Instagram, and TikTok can establish a strong connection between the brand and consumers Instead of merely promoting the product, Vinamilk can choose to narrate the story of the fresh milk production process — from lush green farms to the dining tables of every household These stories not only bring customers closer to the origin of the product but also create an interesting and special experience

Creating a series of short videos on TikTok, featuring lively music and vibrant visuals, is not just an excellent way to attract attention but also generates positive interaction from the online community These videos can focus on the nutritional benefits of Vinamilk's fresh milk and how to integrate it into daily lifestyles Additionally, this campaign can involve the online community through creative contests or challenges related to fresh milk, fostering both brand community and stimulating innovation from consumers

1.2 Utilizing YouTube to Enhance Interaction and Information Sharing

YouTube is not just a platform for sharing videos; it is an opportunity to build a brand with a healthy and creative mindset Vinamilk can create detailed instructional videos on various ways to use fresh milk in diverse recipes From creating creative beverages to preparing enticing meals, these videos not only help customers understand better how to incorporate fresh milk into their daily diet but also provide a truly enjoyable experience

Furthermore, collaborating with renowned chefs or culinary influencers can enhance the brand's credibility and open up collaboration opportunities with famous personalities and partners in the industry Beyond cooking recipes, Vinamilk can share in-depth information about the nutritional benefits of fresh milk through instructional videos or interviews with nutrition experts, demonstrating the brand's commitment to health and a healthy lifestyle

1.3 Customer Care

Customer care through online channels is also a vital part of this strategy Using artificial intelligence to automate responses to frequently asked questions and providing 24/7 support can enhance the customer experience and strengthen the bond with the brand

In today's digital world, digital marketing is not just a tool; it is a strategy that creates a profound connection between businesses and customers Vinamilk, through the application of new digital marketing ideas, is not only expanding its presence in the market but also building a strong online community around its fresh milk product line This not only helps drive sales but also solidifies Vinamilk's position as a prestigious and innovative brand in the fresh milk industry Interaction and connection with customers through digital channels are the keys to the sustainable success and development of Vinamilk in this digital age

Part 2: Vinamilk digital marketing analysis

2.1 Six categories of digital communications tools or media channels 2.1.1 Social media platforms

Vinamilk has a strong presence on various social media platforms, such as Facebook, Instagram, YouTube, and TikTok The brand uses these channels to promote its products, communicate with customers, share useful content, and create brand awareness and loyalty Vinamilk uses a variety of social media marketing techniques, some of which are:

Facebook

Vinamilk has over 720,000 followers on their official fanpage, where the company posts daily updates, videos, photos, and stories about their products, events, promotions, and social responsibility activities The brand also engages with their fans by responding to comments, messages, and reviews, as well as hosting live streams, contests, and polls Vinamilk also uses Facebook ads to reach a wider audience and drive traffic to their website and other platforms

Instagram

Vinamilk has 16,000 followers on their official account, where they shares visually appealing and creative content, such as product photos, videos, stories, reels, and IGTV The brand also uses hashtags, stickers, filters, and influencers to increase their visibility and engagement Vinamilk also leverages Instagram ads to showcase their products and drive conversions

YouTube

Vinamilk has over 2.04 million subscribers on their official channel, where the company uploads high-quality and entertaining videos, such as music videos, cartoons, documentaries, commercials, and tutorials The brand also uses YouTube to educate their customers about Vinamilk products, values, and benefits, as well as to inspire them with stories and tips Vinamilk also invests in YouTube ads to reach a larger and more targeted audience and measure their campaign performance

TikTok

Vinamilk has over 72,000 followers on their official account, where they posts short and catchy videos, such as dances, challenges, pranks, and duets The brand also uses TikTok to showcase their product features, benefits, and innovations, as well as to

participate in viral trends and hashtags Vinamilk also collaborates with popular TikTok creators and celebrities to generate user-generated content and word-of-mouth Vinamilk also runs TikTok ads to increase its brand awareness and recall among the younger generation

2.1.2 Company website and blog

Vinamilk has a professional and user-friendly website that provides comprehensive and updated information about their products, services, company, news, events, and contact details The website also has a blog section that features articles, tips, recipes, and stories related to its products, customers, and industry The website and blog are designed to be responsive, fast, and easy to navigate, as well as to optimize the user experience and conversion rate Vinamilk uses the following websites and blogs as examples of their marketing strategies:

Content types

Vinamilk produces various types of content for their website and blog, such as text, images, videos, infographics, podcasts, and e-books The content is informative, relevant, engaging, and consistent with the brand’s tone and voice The content is also optimized for search engines, social media, and mobile devices, using keywords, tags, titles, descriptions, and links Vinamilk also uses content marketing tools, such as Google Analytics, WordPress, and Mailchimp, to create, manage, and measure its content performance

Engagement metrics

Vinamilk tracks and analyzes various engagement metrics for their website and blog, such as traffic, bounce rate, time on site, pages per session, comments, shares, likes, and subscriptions The brand uses these metrics to evaluate its content effectiveness, user behavior, and customer satisfaction, as well as to identify areas of improvement and opportunities for growth Vinamilk also uses feedback and surveys to collect user opinions and suggestions, as well as to build relationships and loyalty with their customers

SEO performance

Vinamilk implements various SEO strategies to improve their website and blog ranking, visibility, and authority on search engines, such as Google and Bing The brand uses SEO tools, such as Google Search Console, Moz, and SEMrush, to conduct keyword research, competitor analysis, site audit, and link building Vinamilk also follows SEO best practices, such as using relevant and unique content, optimizing site speed and

security, using responsive and user-friendly design, and creating sitemaps and robots.txt files Vinamilk also monitors and updates its SEO performance regularly, using metrics such as organic traffic, impressions, clicks, and conversions

2.1.3 Email marketing

Vinamilk uses email marketing to communicate with their customers, prospects, and partners, as well as to promote their products, services, offers, and events The company uses email marketing tools, such as Mailchimp, Sendinblue, and Constant Contact, to create, send, and track its email campaigns Here are some examples of Vinamilk's email marketing strategies:

Campaign types

Vinamilk runs various types of email campaigns, such as newsletters, product updates, welcome emails, thank-you emails, birthday emails, loyalty emails, feedback emails, and re-engagement emails The brand also segments its email list based on criteria such as demographics, preferences, behavior, and purchase history, to deliver personalized and relevant messages to each subscriber Vinamilk also tests and optimizes its email campaigns, using factors such as subject lines, sender names, c ontent, layout, images, and call-to-action buttons

Subscriber base

Vinamilk builds and grows their email subscriber base by offering incentives, such as discounts, free samples, e-books, and contests, to encourage people to sign up for Vinamilk email list The company also uses various channels, such as their website, blog, social media, and events, to collect email addresses and permission from Vinamilk target audience Vinamilk also maintains and cleans their email list regularly, by removing invalid, inactive, and unsubscribed contacts, to ensure their email deliverability and reputation

Open rates

Vinamilk strives to increase their email open rates by using catchy and relevant subject lines, personalized and friendly sender names, and timely and appropriate sending times The brand also uses email marketing tools, such as Mailchimp, to monitor and analyze its email open rates, as well as to compare them with industry benchmarks and competitors Vinamilk also conducts A/B testing and experiments to find out what works best for its email open rates, and to improve them accordingly

Click-through rates

Vinamilk aims to improve its email click-through rates by using engaging and valuable content, attractive and clear images, and compelling and visible call-to-action buttons The brand also uses email marketing tools, such as Sendinblue, to track and measure its email click-through rates, as well as to identify the most effective and popular links and buttons Vinamilk also performs A/B testing and experiments to discover what drives more clicks and conversions for its email campaigns, and to optimize them accordingly 2.1.4 Mobile app

Vinamilk has a mobile app that provides users with various features and benefits, such as product information, nutrition tips, smart tools, loyalty rewards, and online shopping The app is available for both Android and iOS devices, and can be downloaded from the Google Play Store and the App Store Vinamilk's mobile app marketing initiatives include the following:

User base

Vinamilk attracts and retains their mobile app users by offering them exclusive and convenient features and benefits, such as product catalog, nutrition calculator, vaccination schedule, baby name generator, loyalty points, and online ordering The brand also promotes its app through various channels, such as its website, social media, email, and events, to increase their app awareness and downloads Vinamilk also encourages their app users to rate and review Vinamilk app on the app stores, to boost its app ranking and reputation

Features

Vinamilk develops and updates their app features based on user needs, preferences, and feedback, as well as market trends and demands The brand also uses app analytics tools, such as Google Analytics, Firebase, and App Annie, to monitor and evaluate their app performance, usage, and behavior, as well as to identify their app strengths and weaknesses Vinamilk also tests and improves their app features regularly, using methods such as usability testing, beta testing, and bug fixing, to ensure its app quality and functionality

Engagement metrics

Vinamilk tracks and analyzes various engagement metrics for their app, such as downloads, installs, uninstalls, sessions, retention, churn, active users, screen views, events, and conversions The company uses these metrics to assess their app effectiveness, user satisfaction, and customer loyalty, as well as to find out areas of

improvement and opportunities for growth Vinamilk also uses push notifications, in- app messages, and email to communicate with their app users, and to keep them engaged and interested in Vinamilk app and products

2.1.5 Public relations and influencer marketing

Vinamilk uses public relations and influencer marketing to build and maintain their brand reputation, credibility, and trust among their stakeholders, such as customers, media, government, and society The brand uses public relations and influencer marketing tools, such as press releases, events, sponsorships, awards, social media, and blogs, to communicate its messages, stories, and values Some examples of Vinamilk’s public relations and influencer marketing strategies are:

Partnerships

Vinamilk partners with various organizations, institutions, and individuals, such as UNICEF, Vietnam Dairy Association, Vietnam Women’s Union, Ministry of Health, Ministry of Education and Training, Vietnam Television, and local celebrities, to support its social and environmental causes, such as nutrition, education, health, and sustainability The company also collaborates with these partners to create and distribute content, such as videos, articles, podcasts, and reports, to showcase its achievements, impacts, and commitments Vinamilk also leverages these partnerships to enhance their brand image, awareness, and loyalty among their target audience and the public

Campaign results

Vinamilk measures and evaluates their public relations and influencer marketing campaign results, using various metrics and indicators, such as media coverage, reach, impressions, engagement, sentiment, reputation, and advocacy The brand uses public relations and influencer marketing tools, such as Cision, Meltwater, and BuzzSumo, to monitor and analyze their media and influencer performance, as well as to compare their business with industry benchmarks and competitors Vinamilk also uses feedback and testimonials to collect and showcase their stakeholder opinions and satisfaction, as well as to improve their public relations and influencer marketing strategies

Brand sentiment

Vinamilk tracks and manages their brand sentiment, which is the attitude and emotion that people have towards Vinamilk brand name, products, and services, based on their experiences, perceptions, and opinions The company uses public relations and influencer marketing tools, such as Brandwatch, Hootsuite, and Sprout Social, to listen

and respond to their stakeholder comments, reviews, and mentions, across various channels, such as social media, blogs, for ums, and news Vinamilk also uses sentiment analysis, which is the process of using natural language processing and machine learning to identify and classify the polarity and intensity of the stakeholder sentiment, such as positive, negative, or neutral Vinamilk also uses sentiment analysis to identify and address any potential issues, crises, or opportunities, as well as to enhance their brand reputation and relationship with their stakeholders

2.1.6 Online advertising

Vinamilk uses online advertising to market and sell their products, services, offers, and events, to their target audience, using various online platforms, such as search engines, social media, websites, and apps The brand uses online advertising tools, such as Google Ads, Facebook Ads, and AdRoll, to create, run, and manage their online advertising campaigns Vinamilk's internet advertising methods include the following examples:

Channels used

Vinamilk uses various online advertising channels, such as search ads, display ads, video ads, social ads, native ads, and remarketing ads, to reach and attract their target audience, based on their search intent, browsing behavior, interests, and preferences The company also uses online advertising channels, such as email ads, mobile ads, and in-app ads, to communicate and interact with their target audience, using personalized and relevant messages and offers Vinamilk also uses online advertising channels, such as influencer ads, affiliate ads, and sponsored ads, to leverage the power and influence of third-party sources, such as bloggers, vloggers, and reviewers, to endorse and recommend its products and services

Targeting strategies

Vinamilk uses various online advertising targeting strategies, such as keyword targeting, demographic targeting, geographic targeting, and psychographic targeting, to segment and select their target audience, based on their search terms, age, gender, location, and lifestyle The brand also uses online advertising targeting strategies, such as behavioral targeting, contextual targeting, and retargeting, to deliver and display their ads, based on the target audience’s online actions, content consumption, and previous interactions with its brand Vinamilk also uses online advertising targeting strategies, such as lookalike targeting, custom targeting, and dynamic targeting, to expand and optimize its target audience, based on their similarity, affinity, and relevance to their existing customers and prospects

Budget allocation

Vinamilk allocates and distributes their online advertising budget, based on the company’s online advertising objectives, such as awareness, consideration, conversion, and retention The brand also allocates and distributes their online advertising budget, based on its online advertising performance, such as cost per impression, cost per click, cost per action, and return on ad spend Vinamilk also allocates and distributes their online advertising budget, based on its online advertising optimization, such as bidding strategies, ad quality, and ad relevance Vinamilk also monitors and adjusts their online advertising budget regularly, using online advertising tools, such as Google Ads, Facebook Ads, and AdRoll, to maximize its online advertising efficiency and effectiveness

Campaign performance

Vinamilk measures and evaluates their online advertising campaign performance, using various metrics and indicators, such as impressions, clicks, actions, conversions, and revenue The brand also uses online advertising tools, such as Google Analytics, Facebook Insights, and AdRoll Dashboard, to track and analyze their online advertising campaign performance, as well as to compare their company with industry benchmarks and competitors Vinamilk also uses online advertising tools, such as Google Optimize, Facebook Experiments, and AdRoll A/B Testing, to test and improve its online advertising campaign performance, using factors such as ad copy, ad design, ad placement, and ad timing

2.2 Digital marketing strategy analysis 2.2.1 Swot analysis

Strengths

e Strong Market Presence: Vinamilk enjoys a dominant position in the Vietnamese dairy market It has a well-established and recognized brand name This market presence provides stability and a loyal customer base, giving Vinamilk a competitive advantage

e Diverse Product Portfolio: Vinamilk offers a wide range of dairy products, including milk, yogurt, cheese, and nutritional supplements This diversity allows the company to cater to various consumer preferences and adapt to changing market trends

Quality Control: Vinamilk places a strong emphasis on quality control The company adheres to international quality standards and has implemented rigorous quality assurance practices This commitment to quality has helped build trust among consumers, making them confident in the safety and quality of Vinamilk's products

Distribution Network: Vinamilk has an extensive distribution network throughout Vietnam This network ensures that Vinamilk's products are widely available and easily accessible to consumers across the country Effective distribution is crucial for maintaining market share and satisfying customer demand

Weaknesses

Competition: Vinamilk faces competition from both domestic and international dairy companies such as TH Truemilk, Nutifood, and Moc Chau Milk This competition can put pressure on market share and pricing Staying competitive in this environment requires ongoing efforts and resources

Price Sensitivity: Dairy products are often price-sensitive, and consumers may be reluctant to accept price increases This sensitivity can limit Vinamilk’s ability to adjust prices to cover rising production costs without potentially affecting consumer demand

Dependence on Dairy Products: The majority of Vinamilk's revenue comes from dairy products This concentration in a single product category makes the company vulnerable to fluctuations in the dairy market, including changes in milk prices and supply disruptions

Opportunities

International Expansion: There is a significant opportunity for Vinamilk to further expand its international presence As the demand for dairy products continues to grow in various parts of the world, particularly in Asia, Vinamilk can tap into these markets by exporting its products or establishing partnerships abroad

Diversification: Vinamilk can explore diversification into related sectors, such as plant-based dairy alternatives This diversification can help the company cater to changing consumer preferences and capture new market segments Supply Chain Optimization: Optimizing the supply chain can reduce costs and enhance competitiveness This includes streamlining production processes, improving logistics, and adopting sustainable practices, all of which can contribute to increased efficiency and profitability

Threats

e Market Competition: The dairy industry is highly competitive, both domestically and internationally Intense competition can impact Vinamilk's market share and profitability, requiring the company to continually innovate and maintain their competitive edge

e Price Volatility: Fluctuations in raw milk prices can affect Vinamilk’s production costs and profitability Sudden price increases can squeeze profit margins, while price decreases may lead to reduced revenues

e Changing Consumer Preferences: Shifts in consumer preferences, such as a growing preference for plant-based milk alternatives or other beverage options, can pose a threat to fresh milk sales Vinamilk must adapt to these changing preferences to retain its customer base

e Supply Chain Disruptions: Disruptions in the supply chain, such as disruptions in milk sourcing, transportation, or production facilities, can lead to product shortages and impact Vinamilk's ability to meet market demand

In summary, Vinamilk has several strengths, including their strong brand and diverse product portfolio However, Vinamilk faces challenges related to market competition, environmental sustainability, and the changing preferences of consumers The company can leverage opportunities such as health and wellness trends and export expansion while addressing weaknesses like limited innovation and environmental impact to maintain Vinamilk position in the dairy industry Additionally, mitigating threats like regulatory changes and commodity price volatility should be a part of Vinamilk strategic planning

2.2.2 SMART business goals Specific

Right from the market launch, Vinamilk early on set themselves specific and clear goals, such as increasing sales of fresh milk products in the quarter by 20%, achieving ISO 9001 certification for the fresh milk factory system before the end of the year Up to now, this brand has accomplished almost all their goals thanks to its clear operating strategy

The current goal of this trillion-dollar enterprise is to dominate the target market in Asia for health and nutrition products This causes the entire apparatus to focus more on researching and developing new product lines to meet the needs of d emanding foreign markets

Measurable

With the goal of dominating the Asian market, the business has also set a goal for themselves of holding about 30% of the market Measuring progress helps brands monitor and adjust business strategies promptly

Achievable

The goals that Vinamilk sets are established based on market research, financial capacity, resources and production capacity of the business This partly helps ensure that the set goals are feasible and can be easily achieved

Vinamilk also chooses goals that are appropriate to their existing capabilities and resources Thanks to their large scale and constantly upgraded and improved product quality, Vinamilk gradually enhances their competitiveness and position in foreign markets

Relevant

The set goals are closely related to the main business areas of the enterprise Achieving these recommendations will contribute to the sustainable development of Vinamilk Time-bound

Vinamilk has set goals with the most specific and clear destinations Short-term, medium-term and long-term goals are carefully calculated and divided to ensure the best support for the overall goals of the company The goal of dominating the Asian market by 2030 was clearly planned by the system from the beginning Vinamilk has gradually considered and set specific timelines for each event and each small goal For example, building 30 more branches covering all over the Asian market At the same time, Vinamilk also aims to build 15 more large manufacturing plants in many countries such as Thailand, China, Indonesia and India by 2025

Low Market Share

Figure 1: Vinamilk positioning Source: Ori Agency

According to Euromonitor, Vinamilk leads in both factors including high company shares and brand recognition with 40% from 2020 until now

On July 6, 2023, Vietnam Dairy Products Joint Stock Company (Vinamilk) officially announced its new brand identity, which is also the brand's current logo Instead of the oval logo image with the iconic image of a green lawn and blue sky with the words Vinamilk in the middle, currently, the identifying logo only has the words Vinamilk in white in a separate font, on the right Below is the symbol "EST" and the year of birth "1976"

This change is not only aesthetic but also reflects Vinamilk's continuous transformation and improvement It is an important milestone, demonstrating the company’s commitment to providing quality products and enhancing the lives of consumers With this Vinamilk milk logo, the company has demonstrated their innovation and foresight, not only stopping at the field of milk production but also becoming a multi-industry corporation, promoting sustainable development and contributing positively to society Ms Mai Kieu Lien - General Director of Vinamilk said: Changing the brand identity is part of the repositioning effort, marking the first step in modernizing the user experience and building money - a topic for future breakthroughs

It can be seen that repositioning the brand is just the beginning of the company’s next 5-year strategy Vinamilk is also making a series of changes in digital transformation, personnel recruitment, management processes, etc intending to increase accessibility and efficiency in interacting with people

With this comeback, Vinamilk has created a strong and recognizable visual impression, helping the brand stand out and attract customers’ attention, especially in stores and presentations

The change in Vinamilk's brand identity has brought youthful energy and attraction to many generations Facebook users especially imitate Vinamilk's font to create their avatars on social networks