project report subject development of social media communications for car accessories of lifepro auto joint stock company

Xem ther ”o Đánh gá Ảnh Công đồng Giới thiệu Picture 2 : Fanpage Facebook Auto accessories Lifepro As shown in the image, we can see that the posts with the number of interactions

Professional degree in Marketing & Sales 2019-2020

The Company: Lifepro Auto

PROJECT REPORT

SUBJECT: Development of social media communications for car accessories of Lifepro Auto Joint Stock Company

Supervisor: Ms Corinne Montoya

Mr Kim Hoang Giang Mrs Dang Phuong Linh

Íntruct Intructor at the Mr Dang Phục Anh

business

The intern: Tran Thi Lan Anh

HANOTL, JUNE 2020

ACKNOWLEDGEMENT

My personal Internship report written in the context of a Covid-19 epidemic began to break out and become serious in Vietnam During this time I was also very worried about what myself could do and contribute to corporate collective But after the first period of practice despite not being exposed to people, the company has always facilitated me to experience and train myself A lot of new methods of working and marketing solutions are also sought in working conditions that die Beginning for the report I would like to thank the members of Lifepro auto company for helping me in the course of the internship and the teachers who have listened and are in review this report My topics is: “

Development of social media communications for car accessories of Lifepro Auto Joint Stock Company”

Hanoi, 26/05/2020

TABLE OF CONTENTS

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TABLE OF PICTURE

Picture | : Logo of Lifepro Auto Joint Stock Compatty 0 00.00.ccccccceceeeeeseeteeeneeees 5 Chart l : Diagram of company personnel strUCtUF€ 2 2 cee cceneceetsceteeeeteeeenes 5 Picture 2 : Fanpage Facebook Auto accessories LIÍ€PFO n2 c2 212222122 9 Picture 3 : Sample articles as prescrIbed on Facebook fanpape cc co 12 Picture 4: Company logo must appear on photographs each product - 13 Picture 5 : The topical articles attracf CUSOIT€FS - 0 22222212112 112211 2111211 xe 14 Picture 6 : Rate the service on Fanpage - 1 2010120112111 1111 1111551111115 51 111tr, 16 Picture 7: Website hacks like and increases marketing interaction in Vietnam 17 Picture 8: Exchange groups follow on facebook c2: 1211212221281 tre, 18 Picture 22) ò0) 4.1) 19 Iiiuniii00 00141101 (5 1 19 Picture 11: Operation form of like4like websiIfe c2 1 c2 v22 11121112 rykg 20 Picture 12: Operation form of like4like website ác 2c 221v S2 11121112 ryeg 20 Picture 13: A fanpage on like4like's system c2 0 221211211121 121 1115111 8x re 21 Picture 14: Price list to recharge to earn cr€dIfS - : 2: 220111211121 11115211112 xss2 22 Picture 15: website download 1cliek http://seoIeliek.€OIm/ ¿5- 2-c⁄ 222222 cc+5s 23 Picture 16: The 1click softfware Int€rÍAC€ n1 LH 9 T111 111101111111111 11 111g ke 24 PIcture L7: The unit of meat used to Interact with other accOunfs . scc+2s s2 25 Picture 18: lelick servIce packs c0 21201121 1121111211151 112111181112 011 0111k ky 26 Picture 19: Announcement ofthe company's new Íanpage 522cc 22c 30 Picture 20: The new Fanpage has been active since 4/5 c2 c2 v2 vn re 31

INTRODUCTION

1 Overview

1.1 Overview of LIFEPRO AUTO JOINT STOCK COMPANY

* Trading name: 365-AUTO , JSC

© Type of activity: Joint Stock Company

¢ Tax code:

e Address: No 838, Bach Dang Street - Thanh Luong Ward, Hai Ba Trung District, Hanoi City

¢ Legal representative: Nguyen Tien Binh

* License date: October 28, 2015

© Operating date: October 27, 2015 (Has been operated for 5 years)

2,000 different items such as car pumps, car bulbs, dashcams, air

purifiers, ozone generators All you need Lifepro are available

In Lifepro, many items of POISON - COLD - BEAUTY are distributed exclusively by

us With the goal: Every car, every family always uses a product of Lifepro In each development strategy, we always consider our customers' satisfaction when using products and services as a measure of success

In addition to manufactured products, Lifepro also distributes all imported automotive accessories and toys such as perfume, scented wax or famous brand decoration accessories

from leading countries in Japan, USA, Korea, Germany

Currently, Lifepro has a system of agents and distributors covering 50/63 provinces and cities, we are moving to cover the whole country in the coming time With a prestigious watranty, quality assurance, Lifepro is always a companion on every road with the driver of the customer

As a wholesale-retail distribution chain of strong brands, we provide an innovative and professional working environment Owning a young, talented staff along with valuable management experience accumulated from many markets in the Accessories and Toys industry Lifepro is confident to bring customers the best products and prices to create

convenience for users

management

! \ | \ ) | ` C | 1 | ì

Professional warehouse Website sal Sales specialist

—— checking Bookkeeper eens ais via facebook Accountant import goods specialist > specialist fanpage

Chart 1 : Diagram of company personnel structure

1.4 SWOT analysis

STRENGTHS:

Lifepro Auto is a company specializing in providing quality automotive accessories products imported from abroad Starting operation in 2009, the company has had a lot of achievements, built a brand image and has a market position in the field of supplying automotive accessories The company's products are always evaluated on the website: Lifepro.vn and Facebook fanpage , so the brand is the company's strong point The company has created a market influence on the supply of goods, guaranteed prestige in transactions and product quality commitment for customers and has always been a pioneer in the field of providing entertainment accessories - toy cars

The location of the company is located in Hanoi port where the first source of imported goods flows, which is convenient for importing goods and saving a lot of transportation costs, This is also a strong point creating the company's brand and advantages over other businesses in the ability to supply goods

At the forefront of the product segment of entertainment accessories and automotive interior, the company Lifepro has an extremely diverse number of items and price segments, which are many exclusive items from a number of major brands from foreign countries such

as Korea, Japan

1 LIFEPRO AUTOMOTIVE INTERIOR

© Car Pumps & Vacuum Cleaner

¢ Accessories & Other Equipment

© Air purifier

¢ Seats - Car cushions

© Car & Motorcycle Whistle

* Camera & Back Sensor

® Car Door Controller

© Lifepro smart sleeping pillows

* Mobis step foot high-end

2 LIFEPRO HOUSEHOLD APPLIANCES

¢ Air purifier & room deodorizer

* Ozone generator & gas alarm

3 AUTOMOBILE LIGHT

¢ Osram German Automotive Light Bulb

¢ Lifepro Automotive Light Bulb

* Korean Light Bulb 365- Auto

e Exotica- USA Fragrance & Wax

* Carori Fragrance And Wax Carori

® Scentech-Korea Fragrance & Wax

7 KOREAN TAPE WRAP

¢ UB Auto D-Cut Wrap

© UB Auto Chain Grip Wrap

© UB Auto Auto Ring Wrap

° UB Auto Attractive

© UB Auto MasterPiece Steering Wheel Wrap

¢ KORIS ALLROUND Steering Wheel Wrap

¢ KORIS Steering Wheel - NOBLESSE

© KORIS - CHAMUDE high-quality steering wheel

¢ KORIS - ALCANTARA high-quality steering wheel

WEAKNESS

Compared to the major competitors, LifePro does not have a large and flexible warehouse system compared to other large competitors currently the company has only one warehouse at Hanoi Port Customers who purchase will order via Facebook fanpage, Website and can go directly to the warehouse for reference

With neighboring provinces, the company often sends sales collaborators to the provinces and offers its products to car garages or regional dealers, the employees are not employees The company has its own employment policy, mainly collaborators who work in the field of automobile parts trading or cars in neighboring provinces to limit travel difficulties Collaborators are mainly sought by the company via social networks and mostly work with the sales manager at the company However, the supply of goods from the warehouse to the situation when the order also brought many difficulties with large orders placed by the garage, wholesale agents and retail stores For the orders of individual customers, the company has shipped through the garage offices in Hanoi or shipping units such as Viettel, GHTK etc Therefore the company has no distribution and sales system in neighboring provinces of Hanoi

In terms of marketing, I also see a big weakness in the company that employees at the company do not have high knowledge of information technology and use of communication tools The point seems that even though the company has been operating for 10 years, the design and maintenance of websites often have to hire external services Although the services have been provided but tools and manuals for salespeople on the website, the company's website still has some minor errors such as not displaying the product when classifying prices and setting segments The product is not really beautiful and easy to see For facebook fanpage, although the company has been operating for a long time, it has not really invested in image design and communication, so the customer interaction with fanpage is very low During my internship without counting the influence of the covid service, the sales staff at the company only posted two to four articles a day on the fanpage The number of such posts is extremely small, but most salespeople focus on finding customers on facebook through personal pages Because for them this contributes to building a personal image and also more accessible to customers than using the company's fanpage entrusted

Phụ kiện ô tô mame Phụ kiện 6 tô Lifopro

Lifepro sgò-@ Giới Thiệu _

# BẬC BƯỚC CHÃNALL NEW TUCSON HÀNG MOBIS CAO CÁP ĐỜI 2015-2020

Trang chu sf Loai xe : ALL NEW TUCSON 9 %

Bai viet sf Hang | Mobis Xem ther ”o Đánh gá

Ảnh

Công đồng

Giới thiệu

Picture 2 : Fanpage Facebook Auto accessories Lifepro

As shown in the image, we can see that the posts with the number of interactions from customers are almost none of the company's employees The task of sharing articles was assigned to the sales staff on the fanpage but it was not effective and the staff was not enthusiastic in this matter

1 Pham Gia Import Export & Trading Co., LTD

The company has a chain of distribution systems with its headquarters at No 72B2 - Lac Lac Nghiep Street - Tran Khat Chan Street - Thanh Nhan Ward - Hai Ba Trung District, Hanoi In addition, Pham Gia Company has two other offices in Hue Street Ward - Hai Ba Trung District and Thanh Xuan District Pham Gia Chuyen Company offers:

* Vehicle shells) Three shock absorbers, Bonnet, Doors, Taillights,

Headlights, Chassis lights etc

*Machine tools: Cement, Piston, Coin, Camshaft, Engine shafts, Cam

straps, General increase wires etc

* Undercarriage: Damping, Steering column, Ruler, Power steering, Moay o, Bat déo, Cang A etc

¢ Electronics: Airbag system, Sensor of all kinds, Machine starter, Generator etc

* Famous brands: KIA, HYUNDAI, DAEWOO, CHEVROLET

® Commitment to the goods of rght origin, righf type, competitive prIce

© 100% refund if not guaranteed quality as announced

2 SAV Union Investment Company Limited

SAV is headquartered at No 18, Alley 445 / 50A Lac Long Quan, P Xuan La, Q Tay

Ho, Hanoi, Vietnam with two warehouses Warehouse | is located at Khe Lu, Nguyen Khe,

Dong Anh Industrial Park, Hanoi and warehouse 2 is located in Vinh Phu, Thuan An, Binh Duong

SAV United Investment Co., Ltd is a nationwide distributor of Engines Parts, Filters,

Batteries, Belts and Lubricants quality assurance, competitive price The company provides products such as:

¢ Cummins engine, Mitsubishi & all kinds of spare parts

* Filter: Baldwin, Fleetguard, Racor-Parker, VIC, Mann

* Battery: Fujiya, Energeo

* Belt: Dayco

© Lubricant: Valvoline, REV-1

¢ With 2 large warehouses in Hanoi & Binh Duong confident to meet all needs 24/7 These are the two companies with large scale in terms of investment capital, products focusing on automobile operating accessories such as batteries, engines, filters, machinery, chassis, etc and non-associated Regarding the products at Lifepro, but in the last 2 years with a large number of branches and warehouses, these two companies have started to invest in spare parts related to automotive interiors and directly becoming a competitor of Lifepro, although after going behind, with a large capital, large warehouse system, many diverse product lines that lifepro does not fully serve the needs of customers The two companies will be dangerous competitors with Lifepro in the future

In addition to the challenge of market competition, During my internship the company was adversely affected by the business situation due to COVID-19 epidemic, Time of disease outbreak in Vietnam demand of consumers a sharp decline, accompanied by a policy of social isolation and suspension of mandatory business activities for non-essential goods, has caused great damage to the company

OPPORTUNITY:

Although it does not identify the trading and trading of products in other segments such

as larger companies, Lifepro still has the opportunity to compete for a long reputation in its own field In the future, if the company focuses more on communication and expanding its business system, it will surely reap a lot of success

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Especially communication through facebook because the company has a large number

of trusted customers after many years, the main products sold through the website and facebook fanpage have not really been interested and invested strongly The event is also simply a discounted post with a number of items allowed by the company (inventories, promotional products from foreign distributors etc.) If the company invests more in social media, it will create a more dynamic image and attract more customers to the company

IL Overview of the internship

2.1 The mission is assigned

Mission 1 : Post articles on the company's Facebook fanpage

This is actually a job the senior employees at the company do not want to do and this is always assigned to the trainees or new employees who are young, newly graduated and inexperienced Every day we are assigned two goals to accomplish, namely: Post articles about the company's products every 1-2 hours, design images and conduct media campaigns

at the request of manage

I was personally chosen to do this task because during the period of March when I first joined the intern company I only had one thought in mind: I wanted a job related to marketing

I expressed my desire to position my job with a manager Manager I also very puzzled me work because I personally do not have experience in this field I do not understand the nature and characteristics of the product and do not have the experience to be a sales consultant when a customer sends a message to the fanpage I also cannot find customers and direct sales

Therefore, in the whole of March, I was assigned the task of designing and posting articles on the company's fanpage, in addition to me, there were also other trainees at the company who took on this task and took turns Design and publish each other according to a reasonable time frame The purpose of this job is for me to understand the company's products My manager said this job is suitable for newcomers like us He also appreciated the spirit of learning, the enthusiasm and dynamism of new people

Long-term employees do not invest time in fanpage because they focus on finding customers and building a personal image rather than the image of the company The second reason is that all employees are trying to complete the KPI within the month I and the other five trainees assigned to manage and post on the Fanpage for us this task requires good teamwork so we assigned each one to post in a day According to the working hours from 8am

to 6pm on average every day we post from 6-8 articles This is not much, but management we want quality rather than quantity So, after posting, other members will take turns directing

II

messages and sharing posts on Facebook communities where customers are interested in the company's product, the whole group discusses work and support mutual support

Due to the Covid-19 epidemic, from March to early May, I and other members of the

practice team did not have to go to the company to work We occasionally come to the company every two weeks to take part in product training and to discuss with the sales manager about the strategy during the time of the disease outbreak In general, sales activities during this period completely stalled We keep posting and replying to the fanpage to show that the company is still active Although we did not work on the website platform, but in the

internal meetings in the form of online, we also found that the business at that time was

extremely difficult, but all members of the company still had to make efforts work and prepare the plan as well as the spirit when the epidemic is over and the economy stabilizes Mission 2: Design articles on fanpage

Phụ kiện ô tô Lifepro

12 tháng 8 lúc 14:38 - Liepro

&' Chắn mưa AUTOCLOVER Hàn Quốc cho Kia Morning đời 17-20

Mã sản phẩm : D761, D697

' Tên sản phẩm : Chắn mưa

Ý Loại sản phẩm Ma Chrome, Smoke

Dùng cho xe : Kia Morning

' Hãng sản xuất : AUTOCLOVER

Dán trực tiếp bằng băng dính 3M

xuất xứ : Korea

Céng ty Lifepro AUTO với thương hiệu Lifepro - Phụ kiện ô tô Lifepro, Nhập

khấu và phân phối độc quyên thị trường Việt Nam

Phụ kiện ô tô Lifepro

Picture 3 : Sample articles as prescribed on Facebook fanpage

Article design must comply with the company's full layout including:

¢ = Title, product name

® Detailed information about the product

e Company information

¢ Product image

¢ Hastag #Lifepro, #phukienoto

Accompanied by an easy-to-see layout with enough information and icons to increase the color of the article and attract customers and logos attached on each product image to promote the brand Photos I took on the company's website

12

Lifepro

Lifeprơ

Picture 4: Company logo must appear on photographs each product

The post design is very important in the communication because of the epidemic, so we

don't have much time to work, the free time at home the whole trainee team is still in contact

with each other to coordinate and design “Like” posting regularly to the company In addition,

in the trainee group, a number of other friends are assigned to design sales content such as

promotions during the season, customer gratitude, discount combos In addition to articles

about our products must also update current news related to petrol, vehicle prices, epidemic situation, market situation to post in order to attract readers and increase the number of people accessing fanpage

13

Phụ kiện ô tô Lifepro ie

Lifepro E ap b

29 thang 5 luc 09:27 -@

< GIÁ XANG TANG NHE >

Chiều 28/5, Liên Bộ Céng Thuong — Tai Chinh quyét dinh phuong an diéu

hanh cac mat hang xang dau Sau khi thực hiện việc trích lập và chi sử dụng

Quỹ Bình ỗn giá xăng dâu, điều chỉnh giá bán các mặt hàng xăng dâu tiêu

dùng phỗ biến trên thị trường như sau:

- Xăng E5RON92: tăng 882 đồng lên 12.402 đồngilit Xem thêm

© Anh Dang và 3 người khác 1 lượt chia sẻ

Picture 5 : The topical articles attract customers

Another reason assert IEC design a post is extremely important because in the time point of disease is changing complexity of state of Vietnam has implemented social distance, banned trading and restrict people traveling At that time, the only way to reach customers was through social platforms and online sales Despite a sharp decrease in customers! buying demands, our company believes this is a good opportunity to develop and invest more time in fanpage Running ads is temporarily under management in March and April because the running costs are very expensive and the time of the disease outbreak is not

suitable, it is difficult to make a profit

Mission 3: Statistics of job results

After each working day depending on the assignment of each person, our trainee team must prepare a report at the end of the day We need to review the content and number of posts posted on the fanpage in a day This work is very important for me to control the content posted and not yet posted on the fanpage Coordinate the work for each member appropriately and to ensure all products are popularized with customers

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2.2 The process of performing the task

The internship at my company and the trainee team always tried to complete the assigned tasks, although everyone understood that due to the covid-19 epidemic, there were not many opportunities for people to contribute more Most of the time we do not have to go

to the company, so all the tasks required by the manager are not too difficult to perform We are not required to find customers and complete KPI because at that time all employees know the market is in crisis and very difficult Therefore, I have more time to think about improving product communication through the company's social networks

One of the first tasks I want to do is to improve the amount of interaction on the company's fanpage This work no one thought because without covid-19 interaction on the company's fanpage has never been strength in finding customers Despite 10 years of operation, Lifepro opened its fanpage in 2012 according to the sales manager In my opinion, after nearly 8 years, the company's fanpage has only more than 2000 followers, which is a very small number The number of customers interacting with low fanpage almost no customers comment on this article is also a concern

With such a fanpage the company will not create a crowd effect and attract customers Long-term employees do not focus on building a company image but only seeking outside customers to build a personal image and complete the KPI I personally think this is a lack of responsibility and a common sense of build for the company A long time ago when setting up a fanpage, the company did not have the investment and the night view of its brand image on Facebook So during the internship and before the market stabilized, I did a number

of things to improve the company's fanpage

Mission 1: Improve the Lifepapge Fan Accessories Carapapge image

A strong fanpage should have a quality product image, a good number of customers, a high number of customers and interact on each article regularly

15

Increase the number of reviews on Fanpage

se DAthich+ > Dangtheoddi~ A Chiasé (2) Gửi tin nhắn

Phan Anh 3 đề xuất Phụ kiện ô tô Lifepr 5/5 ` 4 tháng 5 - Q

chất lương sản phẩm tốt I

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Bạn có giới thiệu Phụ kiện ô tô

tohMD không: tÙ Thích C Binh luận ¿ Chña sẻ

Phụ kiện ô tô Lifepro Cảm on anh/chi đã tin tưởng a ! 5tuần

Xếp hạng vả đánh giá đã thay đỏi

“ Thuy Tien Ệ3 đề xuất Phụ kiện ô tô Lifepro

¢ Increase the number of followers on Fanpage

A very important thing in Facebook Marketing is that the fanpage needs to have many followers, in Vietnam two years ago, the Facebook marketing services in Vietnam flourished Some companies specializing in the field of increasing follow the fanpage on

social networks are formed Many businesses, large and small, or online business individuals

use these services to increase marketing efficiency and to affirm their reputation because customers are always interested in service channels with a large number of followers The strength of this service is that it is cheaper than running ads on the Facebook platform Although the followings are not from real accounts, they contribute a great deal to

the crowd effect and attract the attention of customers Very much, in the year of 2019,

cybersecurity laws were enacted in Vietnam, and many marketing service companies were forced to close because they violated the law

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Picture 7: Website hacks like and increases marketing interaction in Vietnam

To increase monitoring for the company's fanpage I searched many websites in this area but to the present time all the Facebook Hack and marketing services in Vietnam are already deactivated After searching, I have found some very useful solutions to this problem With just a simple keyword on facebook « Like Like» I have found marketing communities and helped each other in building images for new brands

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Hội Trao Đối Tăng Like Fanpage Facebook + Tham gia

Nhỏm - 176K thảnh viên

Cùng Nhau Trao Đỗi Like Dé Phat Trién FanPage

That Manh Mé Va Ban Hang Kinh Doanh Tot 6,5K bai viét/ngay

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Thả link like thật 4.4K bài viết/ngày

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Picture 8: Exchange groups follow on facebook

Method of operation of the group is very simple I will post an article about my fanpage, the participants will follow up, take a photo to confirm and send photos under the comment with their fanpage link Next I will click on their fanpage link and click follow Finally, I took

a photo to confirm and respond in the comments But this method takes a lot of time and the number of followers cannot increase quickly

Also in the process of understanding I have found some other stuff serve marketing from foreign sites were: Like4like.org

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