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
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
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.
Vinamilk digital marketing analÌySiIS LH nh nh nh nh nh nghi 6 2.1 Six categories of digital communications tools or media channels
Social Media platÍOrm$ 2 2 HS SSS SH nh nà nhà tk ke 6 2.1.2 Company website and blog cccccccestsssseseeeseseeseteseaeaeeesesereresaeauaeetess 7 2.1.3 Email marketing nn nn ty 8
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:
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
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
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
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
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:
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
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
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
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:
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
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
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
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:
Practical taSks xa ố
Digital marketing visual Identify nh HH HH ng kh kh tờ ta 22 x Fis Dd (A © [© ttŒ“Œ
Vinamilk, a dairy company, has recently undergone a rebranding process to reflect their commitment to quality and care for people The new visual identity is designed to be vibrant and dynamic, reflecting the spirit of Vietnam The new logo is a modern take on Vietnamese calligraphy, with custom letterforms that are both elegant and contemporary The brand's color palette is as diverse as local produce and ingredients, allowing it to show up in new and vibrant ways The brand's hand-drawn illustrations are inspired by the rich artistic heritage of Vietnam, and they show the liveliness and dynamism of Vietnamese life Vinamilk now has an entirely custom typographic system tailor-made to support the brand identity with four custom typefaces that elegantly dance between sans and serifs, fusing hand-done calligraphy inspiration and precise digital construction
While “milk” is in their name, it stands for so much more than dairy It marks the quality and care of Vinamilk products and for people since their establishment in 1976, which they have now embedded in the mark The custom letterforms are a modern take on the rich history of Vietnamese calligraphy Ưinamilk 3) | eT)
Figure 5: Vinamilk’s recenet logo Source: Vinamilk
Vinamilk is still a blue brand, but now they have an additional palette, as vibrant and diverse as local produce and ingredients you can find here These colors allow Vinamilk to show up in new and vibrant ways supporting their expansion into all types of food
Figure 6: Vinamilk’s palette and parterns
We will focus on promoting Vinamilk Fresh Milk 100% products on the two most popular platforms today, Facebook and TikTok
Sản phẩm của Vinamilk - ó0” 1h Liked @ Message
Posts About Mentions Reviews Followers Photos More v
Sản phẩm của Vinamilk -Group 2
@ Page - Health/beauty - Dairy Farm - Grocery \ 39m -(3
Store CHU TOAN DINH DUONG - DE VINAMILK Low
This is the link: https:/Awww.facebook.com/profile.php?id=6 1555001800869 đổểy: sản phẩm của Vinamilk -Group 2 = Key message: Help customers identify
39m - @ ĐA HƯƠNG VỊ - ĐA SẮC MÀU E333 the new brand identity Changes in color cb Vinamilk nay thay đổi với bao bì mới, đa dạng hương towards youthfulness and modernity, vị, đổi thay sắc màu Mỗi màu sắc là mỗi hương vị thơm ngon khác nhau, mang đến một “bộ sưu tập" Sữa tươi stim ulate pu rchases for cu stomers 100% vừa tươi - vừa mới #8
TT nk Target audience: All customers
V4Không ba on lơ nhẹ nhàng
W4 Dau: Hồng tươi tắn ou
REGIx Nấu đậm đà Image format: Customers are initially
@TuGi tan sắc màu - tươi ngon vị sữa Thừ ngay & cùng cảm nhận nhé! aware of the change ae _EH Figure 6 - 9: Project Facebook page
Source: Author’s work ©0 You, Phudng Thao and 6 others 10 comments © Love Q comment AD Share
Key message: increase interaction with customers, and stimulate shopping demand Using online word-of-mouth marketing, customers themselves promote products for them
Target audience: Targeting young people (15 - 25) who regularly use social networks
Image format: Convey information concisely, easily understood, and grasped đề Sàn phẩm của Vinamilk -Group 2 - 4
CHU TOÀN DINH DƯỠNG - ĐỀ VINAMILK LO® ett elon khó lòng chu đã có Vinamilk thay mẹ Chỉ ién dai khién m tan dé Bung Em n D3 cho Xương Khỏe ® Mẹ còn chờ gì mà không mua ngay Vinamilk ngay hôm nay?
> Sản phẩm của Vinamilk -Group 2 4m - Qœ
= MINIGAME: CUNG SUA DINH DUONG VINAMILK SANG TAO CAPCUT, TRUNG QUA LEN DEN 9 TRIEU DONG IT IY IY See more
MINIGAME: CAPCUT SANG TAO ne
Key message: Modern life is so hectic that it is difficult for mothers to provide adequate nutrition for the whole family Vinamilk will solve that pain, just 1 bag of milk, is convenient, compact, and easy to carry and drink anywhere but still has enough nutrients
Target audience: Mothers in the family (30 - 55 years old)
Short video format: Suitable for the Facebook platform, can be posted on both TikTok and shorts
TikTok od TikTok Search + Upload Ô ForYou _winamilk 100_ đổi Tế
Vinamilk_ - 1d ago 100% thơm ngon - 100% năng lượng mia thi #vinamilk
#marketinginternet #group2 {1 nhạc nền - _Vinamilk_
@> @v me ©0000 https://www tiktok com/@ vinamilk 100_/video/731951 Copy link Comments (14) Creator videos
Minh Đức bao bì đẹp quá ạ @
Figure 10 - 11: Project TikTok page Source: Author’s work
3.3 Digital marketing plan for “Vinamilk Fresh Milk 100%”
FA rT ad : Tỉ ee a "3
Figure 12: “Vinamilk Fresh Milk 100%” product
The Vietnamese fresh milk market is expected to grow annually by 8.60% from 2023 to 2028, with a revenue of US$3.88bn in 2023 The market is expected to generate per person revenues of US$38.88 in 2023 The volume of the milk market is expected to amount to 2.53bn kg by 2028, with an expected volume growth of 5.0% in 2024
In Vietnam, milk consumption has significantly increased in recent decades due to increases in living standards, GDP per capita, and health care Vietnamese people consume about 2 billion liters of milk per year, of which 30% is fresh milk and 70% is reconstituted milk The consumption of milk products accounts for about 10% of the total food expenditure of Vietnamese people
According to a study conducted by the H2020 VALUMICS Project, the key drivers of milk consumption in Vietnam are health aspects and taste The study also found that milk price and the place of purchase are the strongest restrictions on milk consumption Consumers’ habits, family structure, and lifestyles are the key backgrounds of milk product selection Marketing and promotions may enhance incentives in food consumption
It is worth noting that a recent report by Shopee stated that Vietnamese consumers have become more comfortable with buying food and groceries online, including dairy
27 products In April, demand for dairy products grew seven times on their platform, the company said
According to a report by Nielsen IQ, Vinamilk is the most chosen FMCG brand in the dairy and dairy substitutes category in urban areas in Vietnam, with a penetration rate of 90.4% In 2019, Vinamilk was also the leading drinking milk brand in Vietnam, holding nearly 48% of the drinking milk market
3.3.2 Digital communications tools or media channels
Channel Link Describe Relevance to the campaign
Website https:/Awww.vinam ilk.com.vn/
Facebook https:/Awww.faceb ook.com/vinamilke shop/
Youtube https:/Awww.youtu be.com/user/vinan ilk
Instagram https://instagram.c om/vinamilk_love nature/
E-commerce https://giacmosua\ iet.com.vn/
Email eshop@vinamilk.c om.vn
TV Advertisement https:/Awww.youtu be.com/watch?v=d WNiZF3Sjdg TVC
Vinamilk selected the two most suitable primary marketing channels: Facebook Fanpage and TikTok At present time, in particular, this is a form that fits human and financial demands, particularly with proven efficacy in marketing channels The following are the reasons why this is the best form for the above scenario:
Appropriate age: Vinamilk's target customers Vinamilk's target customers are women, aged 13 - 35, living in urban areas, in 2 big cities (HCMC and Hanoi) This is a group of people who use social media extremely often, especially on Facebook and Tiktok platforms
Brand Awareness: This includes more repetition of the company name Vinamilk dairy products as well as customer familiarity with your business, brand, products and services Especially, when Vinamilk Functional Dairy Milk is a new product appearing on the market
Generate sales: Most businesses market their brands, products, and services to generate sales through online marketing channels More and more people are becoming more comfortable with the concept of e-commerce and are now more open to the idea of purchasing products through online means Vinamilk has online stores and e-commerce sites or has products and services to sell online, so Facebook and TikTok can be used for digital marketing such as making live streams, video or written advertising content, etc
3.3.3 Timeline and Activities, Human Resources, Budget, Activities a) Timeline and Activities in and Content Creation k Management and Email ng on Google Ads and Social
January - February: Research and Planning
Market research to identify competitors and industry trends
Identify marketing goals, including increasing online sales and increasing brand awareness
March - April: Website Optimization and Content Creation e Improve Vinamilk's website to optimize page loading speed and integrate the feature of buying fresh milk online e Create engaging product-related content, including instructions on how to use fresh milk in cooking, recipe-sharing videos, and articles about the health benefits of Vinamilk’s fresh milk