faculty of digital economy and e commerce social media marketing topic research on the implementation of a communication campaign for the brand of vision plus glasse

VIETNAM — KOREA UNIVERSITY OF INFORMATION AND COMMUNICATION TECHNOLOGY QOUU000 FACULTY OF DIGITAL ECONOMY AND E-COMMERCE SOCIAL MEDIA MARKETING Topic: Research on the implementation of

VIETNAM — KOREA UNIVERSITY OF

INFORMATION AND COMMUNICATION

TECHNOLOGY QOUU000

FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

SOCIAL MEDIA MARKETING Topic: Research on the implementation of a communication campaign for the brand of

Vision Plus glasses

Lecture: Ths Dang Thi Thanh Minh

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Nguyen Thi Thu Huyen

Do Duc Tho Nguyen Trung Quyet Nguyen Ngoc Thuy Tien

Class: 21GBA

Da Nang, January 2024

DA NANG UNIVERSITY VIETNAM — KOREA UNIVERSITY OF

INFORMATION AND COMMUNICATION

TECHNOLOGY QOUU000

FACULTY OF DIGITAL ECONOMY AND E-COMMERCE

SOCIAL MEDIA MARKETING Topic: Research on the implementation of a communication campaign for the brand of

Vision Plus glasses

Lecture: ThS Dang Thi Thanh Minh

Playa Groups

Nguyen Thi Thu Huyen

Do Duc Tho Nguyen Trung Quyet Nguyen Ngoc Thuy Tien

Class: 21GBA

Da Nang, January 2024

CHAPTER 1 ABOUT THE BRAND OE VISION PLUUS GLASSES 1

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Modern society is growing, the needs and desires of people are also increasingly diverse In that context, Social Marketing has become an effective tool to solve social problems

Social Marketing is a process of using marketing principles and techniques to drive behavior change that benefits society Social Marketing can be used to solve various social problems, such as:

Social Marketing plays an important role in solving social problems Social Marketing can help:

@ Increased awareness: Social Marketing can help raise public awareness of social issues

@ Driving behavior change: Social marketing can help drive positive community behavior change

@ Creating social change: Social marketing can help create social change in a positive way

The Social Marketing course aims to help students:

@ Understand the concept, principles and techniques of Social Marketing

@ Apply Social Marketing to solve social problems

@ Develop social marketing research, planning and implementation skills

Social Marketing is a useful and practical subject The course helps students understand how to use Social Marketing to solve social problems

SOCIAL MEDIA MARKETING

ThS Dang Thi Thanh Minh

CHAPTER 1 ABOUT THE BRAND OF VISION PLUS GLASSES

1.1 About the Vision Plus eyewear store

Vision Plus is an eyewear store dedicated to providing high quality eyewear products and dedicated eye care We are committed to providing our customers with a great shopping experience and a comprehensive eye care solution When you come to our store, you will experience a whole new world of eyeglasses with many attractive offers a) Brand Overview

Vision Plus is committed to bringing brand value through product quality, product diversity, professional staff as well as customer satisfaction and trust

¢ Product diversity: Vision Plus offers a variety of different styles and models of glasses to meet the needs and styles of every customer

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Fig 1.4#$_09$## Some products are available in the store

Frame: A frame is the part around the lens that holds the lens and protects the eye The frames come in many different styles, materials and colors, suitable for the needs and styles of each customer

Lenses: Lenses are the most important part of glasses, which correct vision Lenses come in a variety of types, tailored to the refraction of the eye and the needs of the customer

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Fig 3 Sunglasses on display at the eyewear store

¢ Included accessories: Included accessories include products such as glass wipes, cotton swabs, glass cases, The included accessory protects the glass and is convenient

to use

Figure 4 Accessories to display at the eyewear store

In addition, eyewear stores can also display other products such as optometrists, glasses cutters, etc These products help customers have a better shopping experience

® Enclosed services: In addition to selling the above products, Vision Plus also provides accompanying services such as measuring and assembling glasses, eye examination, repair and maintenance of glasses from experienced and professional staff who will advise and support customers

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b) Vision Plus brand image

The store creates a focal point to attract customers through the brand image with:

® The Vision Plus logo is designed to be simple and modern, showing professionalism and sophistication

Eigure 7 Logo — Shop Avatar

® Product packaging: Vision Plus eyewear products are packed with luxurious boxes and protect the product in the best way

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¬=

Sy nụ

Figure 8 Product packaging and attached wipes

e Store environment: The Vision Plus store is designed with spacious, bright and comfortable space, creating a welcoming and comfortable feeling for customers

POA RIT ORTH Vitel

Figure 9 In-store decor

e Address: 325 Le Duan, Hai Chau District, Da Nang, Vietnam

¢ Hotline: 093 533 37 89

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¢ Website: visionplus.com.vn

c) Brand Core Values*

At the core of a strong brand are the basic values that the brand directs and conveys

to customers Vision Plus always puts the health of consumers as a guideline for the orientation and development of the brand Here are the 3 values that the brand aims for:

¢ Quality: Vision Plus always puts quality first, providing high quality eyewear and vision care products, ensuring the health and safety of customers

e Dedicated service: dedicated, professional staff, always ready to support and advise customers in the best way

¢ Comfortable experience: Vision Plus provides a spacious, friendly shopping space and a pleasant shopping experience for customers

Vision Plus puts customers at the heart of its operations

d) Brand Slogan

Slogan "Vision Plus - The key to your eyes” Through this slogan, the store wants to convey a message that emphasizes the importance of the eyes to human life The eye is the window to the soul, the means by which we can see the world around us

More importantly, this slogan expresses Vision Plus’ mission to become a reliable companion of customers in eye care

Understanding the value and mission to be directed to customers, Vision Plus stores always provide high-quality products and services, so that customers can protect their eyes, thereby enjoying life more fully

Vision Plus is an eyewear store dedicated to providing high quality eyewear products and dedicated eye care Therefore, customers, prices as well as suppliers and stores need to be clearly and specifically identified

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- Age: customers buy glasses of all ages but the main customer group ranges from 12-25 years old Because this is the age when it is easy to start showing symptoms of eye disease as well as they approach the trend quickly

- Occupation: Glass customers can be in all industries, but the main customers will

be office workers, office workers, students, students, teachers, doctors, This is a group

of customers who often have to operate their eyes continuously in activities such as studying, working, reading, using phones, computers, etc

- Income: the income of customers who buy glasses may vary, but the main customer group is usually those with good average income or more (from 3-7 million/month)

® Psychology: care about eye health, and have an aesthetic taste for trendy and movement eyeglasses fashion

- For the drug lens line

Many people who find out that they have an eye disease will often be worried and insecure They worry about not being able to see everything clearly, worry about affecting their work, study, activities,

People who buy glasses often want to improve their eyesight so that they can better see everything around them They want to be able to clearly see distant, near, intermediate objects,

- For sunglasses

Sunglasses buyers are often interested in the style, color, and material of the glasses They want to have glasses with a fashion style, suitable for their personal style

Glass buyers are interested in good eye protection, UV protection, dit

¢ Geography: customers can buy glasses in all geographical locations but practice mainly in the city area Da nang City

¢ Behavior: customers have frequent behaviors and spend a lot of time using the Internet and social networks Because when they use social networks and the Internet a lot, the store will easily collect and process data, so that there is a specific marketing and communication strategy to reach potential customers

b) Price

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Vision Plus is an eyewear store specializing in providing high quality and reputable eyewear products, so the two lines of eyewear are medicine glasses and sunglasses in the store for each customer will have different prices

¢ For Low — Medium income customers (Students, students, workers, ): the price ranges for both glass lines is from 200,000 — 500,000 VND

® For customers with stable — good income (office workers, teachers, doctors, ): the price fluctuates for both glass lines is from 500,000 VND — 1,000,000 piles

Depending on the conditions and circumstances of the customer, the store will provide different types of glasses to customers but still ensure the quality of products and services

c) Supplier

The main partner of the business is YMO Eyewear, which is the production base of leading eyewear brands; is an innovative and perfect eyewear company, specializing in the design, development and production of high-quality sunglasses, eyeglass frames for the broad global market under the OEM/ODM agreement

As a newly established store, the competition with the two giants has created tremendous pressure for Vision Plus

¢ Potential competitors

Ichi Eyewear eyewear appeared in Da Nang market in 2020, although the scale is still small, Ichi also has more competitive advantages compared to Vision Plus in Playa Groups

SOCIAL MEDIA MARKETING ThS Dang Thi Thanh Minh communication

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CHAPTER 2 DEVELOP COMMUNICATIONS PLAN

2.1 Analysis of communication situations

a) Trends in social media development or use

ore, ““ Hootsuite

Figure 10 Demographic profile of social media users

We live in a digital age, where every second and every minute has countless activities happening on the Internet Today, the Internet has become an integral part of our daily lives and Vietnam is no exception According to statistics from We Are Social and Meltwater, as of January 2023, Vietnam has 77.93 million Internet users, equivalent

to 79.1% of the total population The strong development of the digital economy and the increasing demand for digital devices and services

Based on the statistical table, it can be seen that the number of social media users in Vietnam is mainly Gen Z young from 20 - 29 years old, and Gen Y age group from 30 -

39 years old Their demand is much higher than other ages, but overall, the number of social media users in Vietnam still stretches across all ages

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Fig 11 The world's most used social platforms

Among them, the most popular social networks today are Facebook and Youtube

On that basis, Vision Plus plans to develop its brand through the main platform, Facebook Fanpage, to be able to develop the brand as well as achieve the set goals in the coming time

b) Analyze competitors’ communication activities

e HMK Eyewear

HMK Eyewear is one of the most popular eyewear brands among consumers today HMK Eyewear is currently one of the most popular glass shops in HO CHI MINH CITY There are many different types of glasses and lenses such as blue contrast lenses, color optical lenses that suit everyone's needs

After a long time of continuous efforts and development, HMK Eyewear has built a network of large stores in 4 cities, namely Da Nang, Bien Hoa, Can Tho and Ho Chi Minh

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aT GRAND

Figure 13 HMK's logo and facebook page avatar for Christmas

HMK Eyewear's fanpage provides full information such as:

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Not only diverse in designs, but Anna's eyewear has always changed to keep up with youth trends On that development, Anna eyewear has successfully opened a chain

of systems from North to South with more than 30 products distributed nationwide

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On the Facebook homepage of Anna's eyewear, there are 612K likes and 681K followers (survey dated December 15, 2023)

The fanpage provides full contact information such as:

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- Instagram: instagram.com/kinhmatanna

- Tiktok: tiktok.com/(2kinhmatanna

Post frequency, posting time, engagements

- Post frequency: 2 posts/ day

- Posting time:

- Morning: 10h

- Evening: 6pm

- Interactions (survey from October 2023)

October 30, the second post is at 6pm 38 engagements, 4 comments and | share The topic "Customer feedback on products" Post form: Photo post

Fig 17 Feedback from Anna's customers

On October 31, it was first posted at 10am Received 276 interactions, | comment and | share The topic "Introducing products, how to match the color of the glass to suit the color of the skin” Post form: Photo post

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BST,HOÀN HẢO

TONE DA LẠNH

Figure 18 Anna's article dated October 31, 2023

On October 31, a second post was posted at 6pm 92 interactions, 232 comments The theme is “Promotions for Halloween Upcoming Sale” Posting method: Text post

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Kinh Mat Anna

ThS Dang Thi Thanh Minh

Figure 20 Ichi Eyewear's fan page with 1.8K likes and 1.8K followers

ao me ‘ ` a

fet OU sat Fp

Fig 211Logo and facebook page avatar of Ichi Eyewear

The store's fanpage also provides full contact information such as:

SOCIAL MEDIA MARKETING

ThS Dang Thi Thanh Minh

ThS Dang Thi Thanh Minh

r lchí Eyewear Reels - 28 Tháng 10 - @

z

See ene) TC Xinh xinh fại Đã Nẵng [Tbat mí là

Ichi dang sale Gif 30% cho tất cả các sản phẩm ( ko điều

điện ) nhân dịp lễ HAILLOWEEN này đóooo!!!

au =selia G Sounds - ‹(

Figure 22 Some forms of posting by Ichi Eyewear

From the posts of Anna HMK and Ichi Eyeglasses, 1t can be seen that the posts related to the discount and the introduction of new products combined with the discount have the highest engagement Because these articles they choose to run ads, they reach a large number of customers interested in the program In addition, posts about feedback and product reviews have the lowest engagement

By making strong use of social marketing, Anna, HMK and Ichi have succeeded in building a diverse online community, creating flexible and effective promotion channels Playa Groups

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This not only helps the brand effectively reach a young audience but also creates a close, proactive link that creates a deep connection between the brand and customers

in the market expansion strategy

In addition, investment in the e-commerce sector of Anna, HMK and Ichi lenses remains limited This limitation can create trouble in meeting the growmg demand of online customers and reduce the opportunity to reach customers through popular e- commerce platforms

¢ Lessons learned for the brand

Increased online interaction is needed, such as increasing interaction with the online community through frequent discussions, polls, and questions This feedback not only helps to improve product quality, but also creates engagement and loyalty on the part of

customers

Share positive user reviews and quality certifications to build trust from the online community Leverage social media platforms to run social media campaigns about positive consumer experiences

Use storytelling to create a connection with the target audience and tell a story behind the brand

2.2, Develop a marketing communication strategy plan for the store

a) Campaign:

As a newly established eyewear store, in order to compete with other competitors, the store must promote communication to increase the brand's recognition in the minds of

customers

Therefore, the store will carry out an extensive media campaign called “Vision Plus

— The Key to Your Eyes” on social media platforms Facebook and Youtube

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The campaign is true to the slogan, the message that the store aims to both emphasize the importance of the eyes to human life; and Vision's mission is to become a reliable companion of customers in taking care of their eyes

The campaign was carried out within | month, starting from November 15 — December 15, 2023

The target customers that the store wants to reach mainly for this campaign are students, teachers and regulars Because the time to launch this campaign is also the time when the above customers are about to enter the final exam, it 1s very important to take good care and protect the eyes before the exam

b) Objective communication

When implementing this campaign, the store set two goals, which are:

® Facebook:

- Reach 500 people who like the store's Facebook fan page

- Reach 500 likes, 100 shares and 50 comments

® YouTube

- Reach 50 channel subscribers

- Reach 50 traffic from the Facebook social network

c) Building a communication matrix

From the campaign communication objective data, the store gives the following communication matrix table:

The implementation door of the content plan for the campaign is as follows:

¢ Facebook Content Plan

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to be a trusted companion of customers

In eye care

[Poster design introduces the latest

eyeglass frames

150-200k/frame

Poster design of the latest lens sizes at the store, especially introducing the Throw out the lens

completely free of charge

[Video recording activities of glass

included in theprogram for all products at the store to

IDay

>2-th11 20-21 hours store's: latestcollection of frames suitable for all

24-thl1 |15-16 hours [How to choose the/The content focuses on teaching

right glasses forconsumers how to choose the size and

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mntroducing the 24/7 online consultation

support program at the store

The content focuses on guiding the steps to care for and preserve the lslasses so that they are not scratched or

28-th11 |9-10 hours and poor qualitycustomers do not lose much money and quamypac Poor quay

Launch the latestDesign the latest collection poster of|

sunglasses for men|, with prices ranging from 100k-150k

Take realistic photos and videos of

experience ake photos and videos to share the

06-th12 {19-20 hours /funny |= momentsenvironment like at home, helping

with in-store staff |customers see the enthusiasm, comfort

and thoughtfulness of employees Playa Groups

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from customers

Collect and customer feedback and reviews from

synthesize data from social media and have a plan to fix it in the future

10-th12 20-21 hours

Introducing the big sale program at the end of 12/12 year

Design a 30% discount poster for all product lines at the store, in addition to giving promotional vouchers to loyal customers of 100k on the upcoming 12/12

ake photos and videos to share the bustle and excitement in the store to show the prestige and quality that (Vision Plus stores bring

TABLE 2 Content plan for Facebook channel

Youtube Content Plan

sample of eyeglass Toss out the store's latest

Poster design introduces the latest collection of frames suitable for all users, prices range from 150-200k/frame

frames

18-thll

introducing the

sizes at the

especially

come to replace lenses will be

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