Graduation internship report topic rebranding plan for nắng xanh development company limited

Vision of the company Nang Xanh Development Company Limited aims to create a beloved company with a strategy of providing great services to customers by putting the profits of customers

V UNIVERSITY gxcut,ry OE ECONOMIC & MANAGEMENT

MINISTRY OE EDUCATION & TRAINING

GRADUATION INTERNSHIP REPORT

Class: MK171 Internship period: March 28", 2022 — July 10°, 2022 Supervisor: Ms Hoang Thi Thu Hoai Instructor: Ms Huynh Thi Thuy Duong

Ho Chi Minh City, July 2020

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EVALUATIONS ABOUT STUDENT

OF THE COMPANY

Ho Chi Minh City, ./ /

Evaluator’s Signature (Sign and seal)

EVALUATIONS ABOUT STUDENT

OF THE INSTRUCTOR

Ho Chi Minh City, ./ /

Evaluator’s Signature

ABSTRACT

Nang Xanh Development Company Limited recruited me as an intern for 15 weeks

Through that internship, I became aware of the company's problem: after ten years of

business, the company still does not have the market share it deserves Despite the

company's many years of expertise of providing digital marketing services, the

company's business results and the number of contracts it receives each year are

unworthy I discovered that one of the reasons for the company's current situation is that

it has not focused on developing a standout brand image for the Nang Xanh brand

In this report, I will suggest that a company rebrand using the CBBE model and

implement a digital marketing campaign to promote the brand image My solutions have

the same goal: increasing Nang Xanh’s competitive advantage and service sales volume

in the last five months of 2022 In addition, I will advise the company to promote the

sale of a package of branding services that relates to the campaign's theme The

proposal for a digital marketing campaign on the theme of Nang Xanh rebranding will

run for three months, beginning August 1*, 2022, and ending October 31*, 2022

After a 15-week internship and planning process, I want Nang Xanh to increase its

brand equity, become a strong and profitable brand, and attract 30 new customers in the

last five months of 2022

ACKNOWLEDGMENTS

First and foremost, I would like to express gratitude to my parents, who have raised and

guided me for the past 23 years Thanks for supporting me to study and develop at Hoa

Sen University, which is my dream school I remember struggling to get started during

my previous internship, my parents were the people who supported and encouraged me

the most at the time My parents are very strict, and they are not psychological in the

way that many other families are, but I know that they are the two people who always

love me unconditionally Fortunately, my parents’ parenting style created a strong and

brave me Moreover, I discussed my career goals with my parents and received their

support Thanks to my parents, I am now able to complete my graduation internship

report and my undergraduate work, which allows me to begin a new adventure

Second, I would like to give special thanks to Ms Hoang Thi Thu Hoai for guiding me

through all of my Marketing tasks, particularly in the Digital field In addition, I'd like

to express my gratitude to Nang Xanh Development Company Limited for providing

me with a pleasant working environment

Third, I want to show my thankfulness to my instructor, Ms Huynh Thi Thuy Duong,

for accompanying me during my graduation internship, giving me many advice,

suggestions, and providing a solid knowledge foundation that helped me complete my

graduate internship and this graduation internship report

Finally, although I have done my best to check the information and format the

document carefully, I am aware that there will be mistakes that I have not corrected As

a consequence, I'm hoping for feedback from teachers or anyone else who reads this

report I will try to fix it, and your feedback will help me successfully complete my

future reports

TABLE OF CONTENTS EVALUATIONS ABOUT STUDENT OF THE COMPANY

EVALUATIONS ABOUT STUDENT OF THE INSTRUCTOR

CHAPTER I COMPANY PROFILE

1.1 General information of the company

1.2 The process of formation and development of the company

1.3 About Nang Xanh Development Company Limited

1.1.1 Vision of the company

1.1.2 Mission of the company

1.1.3 Core value of the company

1.4 Business sector

1.5 Organization chart of the company

1.6 Business results of the company

il

11

4 CHAPTER II THE SITUATION ANALYSIS AND MARKETING ACTIVITIES

OF THE COMPANY

2.1 The current situation of business operation

2.1.1 The business environment of the company 2.1.1.1 Microenvironment

2.1.1.2 Macro environment 2.1.2 The situation of marketing operation of the company

6

6

11

17

2.1.2.1 Current marketing strategies of the company 2.1.2.2 Positioning

2.2, The integrated marketing mix tactics of the company

2.2.1 The Marketing Mix Strategy of the company — 7Ps 2.2.1.1 Product

2.2.1.2 Place 2.2.1.3 Price 2.2.1.4 Promotion 2.2.1.5 Physical evidence 2.2.1.6 People 2.2.1.7 Process 2.2.2 SWOT analysis

CHAPTER HI GRADUATE TOPIC

3.1 Graduation internship report topic

3.1.1 Reasons for choosing the topic of the report 3.2 _ Literature review

3.2.1 Brand Equity 3.2.1.1 Definitions of brand equity 3.2.1.2 Brand Equity Model 3.2.2 Integrated marketing communications — IMC 3.2.3 Digital Marketing

3.2.3.1 Definitions of Digital Marketing 3.2.3.2 Digital marketing methods 3.3 Situation of the problem

3.3.1 Status 3.3.2 Advantages

3.3.3 Disadvantages 3.4 Proposing solutions and implementing plans for the company

3.4.1 Make a rebranding plan for the company 3.4.1.1 Rebranding plan

3.4.2 Implement rebranding plan for the company 3.4.2.1 Digital marketing plan

3.4.2.2 Implementing digital marketing plan CONCLUSION

XV

XVII

LIST OE TABLES

Table 1 General information of Nắng Xanh Development Company Limited 2

Table 2 Nang Xanh Development Company Limited’s sales volume in the period of

2019 — 2021 (Nang Xanh Development Company Limited, 2021) 5

Table 3 Description of the reasons customers pick Nang Xanh 18

Table 4 Nang Xanh Development Company Limited client profile (Nang Xanh

Development Company Limited, 2022) 19

Table 5 Compare the Points of Parity and Points of Differences of Nang Xanh

Development Company Limited compared to competitors 20

Table 6 The competitive advantages of Nang Xanh and competitors 23

Table 7 Evaluation employees’ skills and core competencies of Nẵng Xanh 28

Table 8 Nang Xanh’s SWOT analysis 30

Table 9 The seven brand elements of Nang Xanh (Website of Nang Xanh Company,

2022) 40

Table 10 Overview of digital marketing plan of rebranding campaign for Nang Xanh 52

Table 11 KPIs of digital marketing plan of rebranding campaign for Nang Xanh 53

Table 12 Digital marketing plan timelines for the Nang Xanh rebranding campaign 63

Table 13 Total estimated budget for SEO tools 64

Table 14 Total estimated budget for Google AdWords 66

Table 15 Facebook advertising packages 67

Table 16 Total estimated budget for Facebook advertisement 67

Table 17 The total expenses for implementation of the rebranding plan for Nang Xanh

68

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LIST OF DIAGRAMS |

Diagram 1 Organization chart of Nang Xanh Development Company Limited (Nang

Xanh Development Company Limited, 2021) 4

Diagram 2 Services of Nang Xanh (Website of Nang Xanh Company, 2022) 25

Diagram 3 The 9-step process for the overall SEO service package of Nang Xanh

Diagram 4 Nang Xanh’s workflow for SEO projects (Website of Nang Xanh Company,

2022) 46

Diagram 5 3 communication periods for Nang Xanh 48

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Picture 3 Ranking of the most downloaded mobile apps (TechCrunch, 2022) 7

Picture 4 Number of newly registered company of Vietnam (Q&Me, 2022) 12

Picture 5 Vietnam’s PMI since October 2021 to March 2022 (S&P Global & IHS

Markit, 2022) 13

Picture 6 Air quality and pollution Southeast Asia city ranking (Q&Me, 2021) 14

Picture 7 Sources of brand discovery on Internet in Vietnam (DataReportal, 2022) 20

Picture 8 Positioning Map 24

Picture 9 Kevin Lane Keller’s Brand Resonance Pyramid Model (Keller, 2013) 33

Picture 10 Components of Promotion (Kenneth E Clow & Donald Baack, 2018) 36

Picture 11 The 1* element — Brand name 42

Picture 12 The 2"! element — Logo & symbol 42

Picture 13 The 3" element — URL 43

Picture 14 The 5ht element — Slogan 43

Picture 15 Logo displayed on the homepage of the company's website 44

Picture 16 Interest over time of the keyword “brand design” in the first 5 months of

Vietnamese Dong Company Limited Khau trang — Khử khuân — Khoảng cách — Không tập trung — Khai báo y

tế (Facemask — Disinfection — Distance — No gathering — Medical declaration)

Vắc-xin — Khir khuan — Khau trang (Vaccine — Facemask — Disinfection)

Quarter

Small and Medium Sized Enterprises Integrated marketing communication Cost Per Click

Pay Per Click Search Engine Optimization Search Engine Marketing Social Media Marketing

Et cetera Hypertext Transfer Protocol Secure Uniform Resource Locators Purchasing Managers Index

13

INTRODUCTION

Building a plan to change brand elements and brand image is a major objective for

every company in order to have a solid foundation for promoting the brand through

media as well as digital platforms and increasing the rate of converting target customers

into actual customers

The current economic market is growing and becoming more competitive A company

that wants to grow must not only have strong core values, but also produce top branding

strategies A well-constructed set of brand elements will provide good market

competitive opportunities, create sympathy for customers, and increase business

efficiency for businesses But how can businesses create a truly effective set of brand

elements?

Designing effective brand elements is regarded as the first step toward the success of a

company's products and services because, in almost every situation, customers will

Judge the company's products and services at first glance Businesses really need a set of

distinctive brand elements and bearing the personal imprint of the business to help

customers have a great and memorable impression when mentioning the brand

However, Nang Xanh Development Company Limited is one of the many businesses

that ignore brand image development in order to focus primarily on core product

development The company's problem is that it does not prioritize brand image

development This problem must be addressed as soon as possible because the market is

now welcoming a large number of new entrants, increasing competition As a

consequence, the company's brand elements, brand image, and brand equity must be

made aware of to actively boost business development and increase market share

through rebranding planning

CHAPTER I COMPANY PROFILE

1.1 General information of the company

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Picture 1 Logo of Nang Xanh Development Company Limited

(Website of Nang Xanh Company, 2022) NANG XANH DEVELOPMENT COMPANY LIMITED

12/224A Le Duc Tho Street, Ward 15, Go Vap District,

Address Lí Chỉ Minh City

Business Sector Digital Marketing Telephone (08) 667 555 29 - 093 784 1299 Website www.thietkewebchuanSEO.com Tax code 0312358859

Business license number 0312358859

Business license date of May 5" 2013

issue

Legal representative Ms Hoang Van Oanh

Table 1 General information of Nang Xanh Development Company Limited

1.2 The process of formation and development of the company

Nang Xanh Company was established with the purpose of improving competitiveness

for small and medium businesses through the support of the Internet

Nang Xanh Company has completed many successful projects in its ten years of

operation and has continued to build a growing company until today The company

currently has 50 employees, | headquarter, and 2 representative offices

Headquarter address: 12/224A Le Duc Tho Street, Ward 15, Go Vap District, Ho Chi

Minh City

Representative office address:

Representative office 1: 243 Huynh Van Banh street, Ward 12, Phu Nhuan District, Ho

Chi Minh City; Representative office 2: 7th floor VINACONEX Building, Ward Cau

Dien, Bac Tu Liem District, Ha Noi Capital

13 About Nang Xanh Development Company Limited

L1.1 Vision of the company

Nang Xanh Development Company Limited aims to create a beloved company with a

strategy of providing great services to customers by putting the profits of customers

above the profits of the company Besides that, the company wants to develop a positive

workplace that adds value to the company's partners and employees (Website of Nang

Xanh Company, 2022)

1.1.2 Mission of the company

Nang Xanh Development Company Limited always aims to create the best services to

serve the company’s customers The company always listens to customer feedback and

complaints in order to improve Furthermore, the company is constantly learning and

creating in order to create good service processes (Website of Nang Xanh Company,

2022)

11.3 Core value of the company

“WE WORK FOR CUSTOMERS’ PROFITS!”

Nang Xanh Development Company Limited always knows that the success of their

customers encourages the company's employees to work harder Customers who benefit

from Nang Xanh Development Company Limited's services will stay with them for a

long time and become loyal customers, as well as bringing in new customers through

word-of-mouth (WOM) (Website of Nang Xanh Company, 2022)

1.4 Business sector

Nang Xanh is a company that specializes in Digital Marketing strategic planning and

branding services Specifically, the company provides the following services:

Package Marketing Service

Brand Design Service Website Design Service Server Hosting Service Domain Name Registrar Service

Domain Email Service

SEO for Website Service Content Writing for Website Service SEM for Website Service Marketing on Social Networks Service Content Writing on Social Networks Service Social Media Advertising Service Mobile App Design Service

15 Organization chart of the company

Diagram 1 Organization chart of Nang Xanh Development Company Limited

(Nang Xanh Development Company Limited, 2021) 1.6 Business results of the company

Nang Xanh has achieved remarkable results after ten years of operation Until now, the

company has served and completed hundreds of large and small digital marketing

projects across the country

In short, the company's customers are primarily small and medium-sized businesses,

resulting in a small profit in 2021 Furthermore, the pandemic's impact has reduced the

country's labor productivity However, the company's business activities have shown

signs of improvement in 2022, and this business result is expected to significantly

improve

BUSINESS RESULTS 2019 — 2021 (Unit: Thousand VND)

Corporate

224,821 524423 535,726 299,602 13,326 11,302 2.16 income tax

Profit after

52,424 62,980 109 680 10,556 20.14 46,699 74.15

tax

Table 2 Nang Xanh Development Company Limited’s sales volume in the period of

2019 — 2021 (Nang Xanh Development Company Limited, 2021)

CHAPTER IL THE SITUATION ANALYSIS AND MARKETING

ACTIVITIES OF THE COMPANY

IL1 The current situation of business operation

II.1.1 The business environment of the company

1.1.1.1 Microenvironment

IL1.1.1.1 The Company

Nang Xanh Development Company Limited was established in 2012 and has been

operating for 10 years in the field of digital marketing Currently, the company is

accomplishing projects in website design services, website domain name services,

mobile app design services, brand design services, SEO - SEM services and content

writing social media marketing services

During the time when the pandemic seemed to have frozen everything and made direct

business operations difficult, businesses were forced to update and adapt to the difficult

conditions at the time by launching their products to the digital market to find a way to

survive One thing leads to another, to meet the huge demand of the massive number of

businesses integrating into that market, agencies providing digital marketing services

also sprung up like mushrooms after rain In that context, to be able to compete and

have a good position in this cake that has been torn into extremely small pieces, Nang

Xanh Development Company Limited needs to build a strong brand but at the same

time, the brand must be easier to remember to take the opportunity and quickly reach

the huge number of potential customers mentioned above

I1.1.1.1.2 Suppliers

Nang Xanh is a provider that sells digital marketing services Some suppliers who offer

digital platforms for Nang Xanh can easily be listed here, such as Google, Facebook,

Twitter, Pinterest, etc

VKONTAKTE

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Ad t€KEPIOS

Picture 2 The digital platforms most visited by Vietnamese users in early 2022

(Datakeportal, 2022)

In recent years, the TikTok platform has appeared and is currently leading in the

number of mobile app downloads on both the Android and iOS operating systems,

promising an effective advertising service platform Digital marketing agencies should

learn to grasp and develop on this platform (TechCrunch, 2022)

Messenger @

Capcut S

Spotify ©

Zoom ( WhatsApp Business ()

Meesho —]

Nettix @®

YouTube ©

nu AT xna:on Ð NEEEEEEEB Pinterest Ô ỌEENNNENB sen E BS

Furthermore, companies that specialize in providing domain names and search browsers

are essential suppliers to the company These platforms have created growth

opportunities for all digital marketing agencies in the market

IL1.1.1.3 Marketing intermediaries

Nang Xanh acts as an intermediary and retailer for digital platforms that provide

advertising services such as Google, Facebook, and others Nang Xanh Company

purchases advertising packages directly from digital platforms rather than through

intermediaries As a result, the increased cost of using intermediary services has little

impact on Nang Xanh’s business activities

I1.1.1.1.4 Customers

Small and medium-sized companies

Nang Xanh’s clients are small and medium-sized companies Vietnam has

approximately 870,000 companies, with small and medium companies accounting for

more than 98 percent, or more than 850,000 companies (VietnamPlus, 2022)

However, the company will focus on small and medium-sized businesses that are newly

established, need to create a brand, or need to launch new products on digital platforms;

nearly 15000 businesses will be targeted

Furthermore, if there is demand, the company also provides services to small and

medium-sized businesses across the country that have built their brands and sold

products on digital platforms

Group of clients who have never launched on digital platforms

This group of customers have no experience in doing business through digital

marketing, which means they come to Nang Xanh company with the desire for advice

and will almost use the package service provided This group of customers are mostly

start-ups and are starting to find a place for them in the Vietnamese market

First, they need to design a brand identity according to their business and then, they can

continue to use other services such as web design services, website domain name

services, SEO - SEM services and content writing social media marketing services

Group of clients who have been launched on digital platforms

This group of clients may have used brand design services, web design services, website

domain name services, SEO - SEM services and content writing social media marketing

services of other agencies or may also be customers from Group of corporate customers

who have never launched on digital platforms yet, but now they have gained a larger

number of customers, leading to the need to launch a mobile application to better

manage customer loyalty

In another case, this group of clients has used the services of another agency but has

terminated its operation due to personal reasons and is looking for another reputable

agency that can continue to maintain their business on their own previously available

digital platforms

IL.1.1.1.5 The competitor

a Direct competitor

GOBRANDING

GOBRANDING was established in 2013 and specializes in the field of Online

Marketing, established from foreign investment, with experts and technology from

Japan

Currently, GOBRANDING is focusing on providing SEO services with the goal of

making the website appear on the first page of Google with keywords, thereby leading

customers to access the website Through specific services including SEO consulting,

SEO services and website content writing (Website of GOBRANDING Company,

2022)

Website: https://gobranding.com.vn/

The company has strong investment capital from Japan At GOBRANDING, there are

Japanese experts with a deep understanding of technology in Japan, while the

company's Vietnamese experts understand the needs of domestic clients They have

combined these advantages to provide customers with the most suitable solutions,

contributing to the development of Vietnamese businesses

GOBRANDING is currently one of the leading businesses in providing standard SEO

website design services, but when searching for the keyword "SEO standard web design

services" on Google's search bar, the company's website is not in the first 3 search

results pages This can cause customers to doubt the company's service commitments

SEONGON

SEONGON is a brand established in 2012 SEONGON specializes in consulting and

directly implementing digital marketing campaigns - focusing on Google Over 9 years

of development, SEONGON has gradually won the trust of customers through countless

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successful large and small advertising campaigns (Website of SEONGON Company,

2022)

Website: https://seongon.com/

SEONGON has been trusted and used by some famous brands in Vietnam (including

OWEN, VinHomes, Viettel, VNPT, Sun World, Vietnam Airlines, Traphoco, RMIT

University, Habeco, Jaguar, SUNHOUSE, Richy) This is like an example of co-

branding, when these brands appear on SEONGON's website, potential customers will

immediately have confidence in the SEONGON brand similar to the brands that the

company has cooperated with before

The strength of the above, however, also unintentionally turned into a weakness of

SEONGON Customers from small-sized companies may come to SEONGON with the

desire to find an experienced digital agency, but at the same time, the cost they can

afford is not as much as the big brands they see on the website of SEONGON That

leads to customers being afraid, ignoring SEONGON and choosing to find another less

reputable agency to match the expected advertising budget

MangoAds

MangoAds was established in 2015 MangoAds provides services for both domestic and

foreign businesses MangoAds has become a partner providing advanced technology

solutions for many partners

MangoAds starts with programmers who know marketing combined with perfectionist

marketers who are very knowledgeable in technology That good coordination helps

MangoAds have a clear view from product conception to market launch, and also helps

customers have a broader view of the business's digital transformation path (Website of

MangoAds Company, 2022)

Website: https://mangoads vn/

In order to grasp the potential development trend of the UX/UI industry in the future,

MangoAds promptly updated a new service, UI-UX Design service for website/mobile

app to meet the needs as well as lead at the beginning of this trend

Compared to the top competitors, MangoAds has a slightly shorter number of years of

operation This is also a factor affecting the decision to choose to cooperate with a brand

because customers still tend to choose experienced brands

10

b Indirect competitor

ABV Media

ABV Media officially started its business in 2013 ABV Media is a famous brand about

PR and TV program production in Hanoi As a producer of television programs, ABV

Media only uses high-end specialized camcorders to shoot videos, high-definition

videos, attractive scripts, attracting viewers contributing to affirmation products of

the brand

Website: https://abv.edu.vn/

Besides production and business activities, ABV Media accompanies with social

programs rich in humanity: ABV Media and many youth classes have successfully

implemented many projects Besides, ABV has conducted many skill courses that

changed the lives of many students Since then, ABV Media has also built a very good

image in the mind of customers, they participate in accompanying programs for the

development of the community and society

The cost of creating an advertisement TVC at ABV is not low, and its effectiveness is

difficult to evaluate Small-sized companies will prefer using digital platforms to

promote brands, products, and services, the results are displayed through specific data

and the price is affordable

11.1.1.1.6 Publics

Vietnam has approximately 870,000 companies, with small and medium-sized

businesses reporting for more than 98 percent The Ministry of Information and

Communications plans to continue selecting excellent digital platforms to support small

and medium-sized companies in 2022, with the goal of supporting 30,000 companies in

digital transformation (GovernmentNews, 2022)

Nang Xanh offers digital marketing services - a method of digital transformation with

the goal of benefiting the community by assisting businesses in developing and

modernizing the country

1.1.1.2 Macro environment

I1.1.1.1.7 Demographic forces

Vietnamese gradually living with the pandemic and returning to normal business

activities, this is a good opportunity for businesses to start promoting their brands on the

internet In other words, the pandemic seems to have been causing businesses and

customers to change their shopping habits from in-person to online It is simply because

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we cannot know whether there will be other pandemics in the future and we should be

prepared for the worst possible cases

According to the General Statistics Office, in the first 4 months of 2022, the number of

newly established businesses increased by 12.3% over the same period in 2021; the

number of businesses returning to operation increased by 60.6% and the number of

businesses completing dissolution procedures decreased by 17.5% (The People's Army

Newspaper, 2022)

Also according to the General Statistics Office, after two years of the effects of the

COVID-19 pandemic, the number of newly registered businesses for the first time

reached 15,000 businesses, if the number of businesses returning to operation is

included, the number of businesses entering the market in April is more than 2 times

higher than that of businesses withdrawing from the market (The People's Army

The first quarter of 2022 indicated more new companies were registered than

2021 first quarter (18%)

Picture 4 Number of newly registered company of Vietnam

(O&Me, 2022) Brief demographic analysis of the customers of Nang Xanh: No limit on age, gender,

income level, geographical location, family structure, religion and ethnicity, occupation,

and education level The reason is that Nang Xanh Development Company Limited's

target customer base is businesses (B2B) but not the end-users As long as businesses

have the demand to build their brands on any online platforms, they have the ability to

12

become customers of Nang Xanh According to the above statistics, this number of

potential customers is approximately 35,000, a number that gives the company huge

expectations and ambitions

I1.1.1.1.8 Economic forces

In general, these days, Vietnamese people have learned to live with the pandemic, and

almost everyone has been infected and cured Business activities are hardly affected by

domestic economic factors, but instead, foreign factors tend to have a large impact on

our country's market The reason is that there are countries that are still not completely

open to trade because the disease situation in their country has not been resolved

properly or the price of gasoline and food has increased sharply because of a lack of

Picture 5 Vietnam's PMI since October 2021 to March 2022

(S&P Global & IHS Markit, 2022) Shown in the infographic above, Vietnam's PMI has increased continuously since

October 2021, when lockdowns were lifted, but it witnessed its first downturn in March

this year due to the latest wave of positive patients, which also causes a labor shortage

and rising inflation headwinds (Vietnam Briefing, 2022)

Vietnam's economy is still evaluated as "the fastest growing in Southeast Asia" until the

end of the first quarter of 2022, when the necessary condition for the recovery

13

foundation is the situation of social vaccination and prevention to stop the spread of

COVID-19 (VGP News, 2022)

The domestic economy opened in a “new normal” state, the COVID-19 pandemic is

basically under control, which creates an important premise for socio-economic

recovery and development; Cultural and social activities gradually return to normal

However, the prices of some input goods increased, especially gasoline prices due to the

war between Russia and Ukraine, and a local shortage of human resources, affecting

production and business activities of businesses and people (The People's Army

Newspaper, 2022)

11.1.1.1.9 Natural forces

The process of social-economic development has revealed many drawbacks and put

significant pressure on the country's environment, ecosystems, and biodiversity The

situation with environmental pollution remains complicated, with many hot spots, and

the quality of the environment has declined sharply in many places Environmental

incidents not only have a direct impact on the environment and people's health, but they

also endanger the country's social order and security (Ministry of Industry and Trade

Web Portal, 2021)

Air quality and pollution Southeast Asia city ranking

According to IQAir, Hanoi ranks the worst in terms of air quality in South East Asia Ho

Chi Minh ranks as 6"

aN We heme Ì ^^ sa DI”

a? ki ee

Picture 6 Air quality and pollution Southeast Asia city ranking

(O&Me, 2021)

14

On the other hand, air quality in urban areas, particularly in major cities such as Hanoi

and Ho Chi Minh City, is currently eroding and becoming increasingly serious In terms

of air quality, Hanoi is the worst city in Southeast Asia With the increase in air

pollutants, air quality surpasses the allowable limit and has had a significant impact on

people's lives and health (Q&Me, 2021)

The causes of environmental degradation in our country in recent years have been

caused, first and foremost, by the expansive scale of the economy and population

increasing, the increasing degree of industrialization and urbanization; massive and

uncontrolled exploitation of natural resources, resulting in many sources of pollution

and increasing waste in composition and density Meanwhile, the infrastructure for

waste collection and processing remains insufficient and has not been invested in a

coordinated manner, resulting in increased environmental pressures and a negative

impact on environmental quality, particularly the degradation of ecosystems and

biodiversity (Ministry of Industry and Trade Web Portal, 2021)

II.1.1.1.10 Technology forces

It can be seen that high-quality human resources, along with science-technology and

innovation, have become the most important input factors of modern production

powers, the "key" to determining the speed of production, level of development, and

quality of countries and economies Our Party and State have always valued the role of

science and technology in promoting the country’s industrialization and

modernization Science and technology are regarded as the top national policy, the

foundation and driving force for socioeconomic development and national defense in

many Party documents and resolutions

However, Vietnam's level of science and technology remains far below that of the rest

of Southeast Asia Except for some fields with relatively fast technological innovation,

such as information technology - telecommunications, oil and gas, aviation, finance -

banking , many companies in the manufacturing sector continue to use outdated

technology when compared to the global average Domestic companies’ ability to

absorb and innovate technology and innovation remains limited Higher education

institutions’ applied research capacity remains limited (COMMUNIST REVIEW, 2022)

11.1.1.1.11 Political forces

According to the most recent information, which was updated on 06/06/2022, the

Ministry of Health proposed V2k rather than 5K Instead, the Ministry of Health

15

consulted members of the National Steering Committee for COVID-19 prevention and

control and proposed V2K (vaccine - facemask - disinfection; means Vac-xin — Khau

trang — Khir khuan in Vietnamese) instead of 5K as usual Given the current stable

epidemic situation, many people agree with the above proposal The Ministry of Health

previously recommended 5K messages such as "masks, disinfection, distance, not

gathering, medical declaration." COVID-19, on the other hand, gradually "regressed"

until the thriving period of 2022 to return society to “new normal” state The number of

infections has significantly decreased; the number of consecutive deaths is 0; the 5K

regulation has been repeatedly considered "outdated," causing many difficulties in the

social — economic recovery process (Tuoi Tre News, 2022)

11.1.1.1.12 Cultural forces

So far, Vietnam has been relatively comfortable when it comes to organizing cultural

and social activities, owing to the active work of mobilizing people to get vaccinated

against COVID-19 and supporting people during the period of social distancing These

activities have contributed to the overall population's physical and mental health being

maintained and improved Furthermore, climate change is making life more difficult for

people in some areas of the country; the Vietnamese government and people are

collaborating to find the best adaptation options Otherwise, with the consequences of

sea level rise, a country like ours will suffer terribly, and social and cultural activities

would be unable to take place outside the affected area

The effort of providing care for and guaranteeing people's lives is concentrated; for the

whole year of 2021 and the first 4 months of 2022, the Government supported over 49.6

million employee turns and 728.4 thousand employer turns with a total budget of over

VND 81.6 trillion

Cultural and social activities gradually recovered their vibrancy; cultural values, social

ethics, decent family traditions, good examples of good people and good deeds are still

imitated and encouraged Physical education and sports have been prioritized, and the

preparation and organization of the 31st SEA Games have been carried out with care,

safety, and success

The government has established a Steering Committee and developed a plan to

implement COP26 commitments, focusing on thorough research to complete the energy

transition plan (Electricity Plan VIII), and continuing to implement the effectiveness of

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the program for sustainable development in the Mekong Delta to adapt to climate

change (The People's Army Newspaper, 2022)

IL.1.2 The situation of marketing operation of the company

I1.1.2.1 Current marketing strategies of the company

IL1.2.1.1 Market segment of the company

Nang Xanh Development Limited Company has been operating for over ten years

During that time, the Company has made numerous positive contributions, assisting

businesses in participating in the digital market competitive match Currently, the

company has more experience in the field of Digital Marketing than agencies that have

just begun operating due to the market's high demand Despite the fact that the

company's brand recognition is almost non-existent, client credibility seems to be very

significant Businesses have set a number of different selective purposes when deciding

to choose Nang Xanh Development Limited Company as a partner to carry out

their branding projects, of which there are 3 most prominent objectives to consider

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Numerical order Objective Description

Nang Xanh is a company that grasps Digital Marketing services, particularly SEO standard Choosing forthe web design services that have previously been

1 reliability of Nang performed When purchasing service packages, Xanh clients want to take the values that Nang Xanh

company will bring to their businesses after being branded on digital platforms

When picking Nang Xanh, clients will be involved

in the majority of branding decision making

Table 3 Description of the reasons customers pick Nang Xanh

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1IL.1.2.1.2 Target market of the company

and increase brand awareness

; Searching for the keyword phrase "SEO standard web design"

Customer's social ; ; "¬

; ; on Google; promoting their brands on digital platforms;

media usage habits ; ;

keeping up with new market trends

Total number of 35,000 businesses (Number of newly registered companies of

target customers Vietnam in Q1 2022)

Table 4 Nang Xanh Development Company Limited client profile (Nang Xanh Development Company Limited, 2022) Nang Xanh's sampling of the target customer segment is reasonable Nang Xanh is a

company that offers a variety of services related to brand promotion on digital

platforms, and the need to put brands on digital platforms is growing rapidly in

Vietnam Currently, up to 34.2 percent of Internet users between the ages of 16 and 64

use Search Engines to find new brands, indicating that the demand for businesses to put

their name on the digital world is still growing As a result, the size of the client

company that Nang Xanh selects is in the customers with small and medium-sized

businesses that are just starting up

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PERCENTAGE OF WHO DISCOVER NEW BRANDS, PRODUCTS, AND SERVICES VIA EACH CHANNEL OR MEDIUM

I1.1.2.2.1 POPs and POSs of the company

— Providing branding — Experience: 10 years of experience working in the services on digital field of digital marketing

platforms - Services: A variety of subdivided service

- Using a variety of Digital packages that aid in providing customers with the Marketing tools as the exact service package they require

foundation of business — Price: Offer a reasonable price that is appropriate

activities for a group of customers who are just starting

- Offering solutions to help their business and do not have a large marketing customers have a detailed budget

view of the points that — Employees: Qualified and skilled employees

need to be redesigned in Professional demeanor and timely response to

terms of images and customer inquiries

content on their digital - The position of Nang Xanh’s website when

platforms searching for the keyword "SEO standard web

~ Increase the awareness of design" on the Google search page: ranges from customers’ businesses 2nd to 5th position

Table 5 Compare the Points of Parity and Points of Differences of Nang Xanh Development Company Limited compared to competitors

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In the current economy, most Digital Marketing agencies will offer service packages that are similar When compared to competitors with strong brand equity, the location

of Nang Xanh's website on the search page when searching for the keyword "SEO standard web design" on Google stands out In addition, direct competitors such as GOBRANDING and MangoAds do not appear on the first page of search results This

is a significant benefit that enables new customers to learn about "SEO standard web design" to be aware of Nang Xanh Furthermore, Nang Xanh distinguishes itself from other Digital Marketing firms by providing a reasonable service quotation

I1.1.2.2.2 Brand positioning of the company

a Brand manifesto

Nang Xanh Company was founded with the intention of assisting partners through selecting Nang Xanh to satisfy their needs and desires Increase their brand equity and reputation while providing businesses with timely solutions

Nang Xanh Company's direct competitors include GOBRANDING, SEONGON and MangoAds; indirect competitor is ABV Media In comparison to these 4 competitors, Nang Xanh, with 10 years of experience, always desires to accompany small and medium-sized businesses that are just starting up so that Nang Xanh can use the experience accumulated in 10 years and help partners succeed

b Positioning map

After analyzing, I determined that the two most important factors for customers who want to do business and advertise their brands on digital platforms that choose Nang Xanh are quality and price of Digital Marketing service packages suitable for their small

and medium businesses

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customer's website loads in less

than two seconds, a Google Pagespeed quality score of 90 or higher, and standard Google AMP web design

The company has a Japanese management board, many years

of experience, high service quality, and a good reputation

GOBRANDING has worked with well-known corporations and companies, confirming its industry-leading service quality

SEONGON has a detailed and clear 12-step process for consulting and implementing services to help customers easily track service commitments; The company has many years of experience and has collaborated with big names, which has helped to

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Service prices

Service packages range in price from 8 to 15 million, depending on the needs and business status of the

partner company

Suitable for small and medium-sized businesses that are just starting out and introducing products to digital platforms

This company's service prices are diverse, aimed primarily toward medium- sized businesses that have been in the market for a long time, introduced products on digital platforms, and have a strong brand foundation before partnering with

GOBRANDING

Service prices vary, and tend to be suitable for medium-sized companies with large capital and long- standing operations, or brands that have previously promoted products and services on digital

4 MangoAds

5 ABV Media

increase the recognition of the brand in the company's field of operation

This company is the youngest among the listed companies;

their employees are also young and highly productive, bringing

a prestigious quality of service

to the company; Collaboration with reputable businesses to help them increase brand value and ensure service quality reputation

Specializing in TV commercial production and advertising

services, excellent service and

reputation

platforms

Due to years of experience and reputation, the company’s service prices are diverse for businesses of all sizes, but will be lower than

GOBRANDING and

SEONGON

Due to the high cost of manpower and equipment, the cost of TVC production cannot be lower than the cost of implementing Digital Marketing projects Small businesses with limited capital may find it difficult to decide whether

to use this type of service or

not

Table 6 The competitive advantages of Nang Xanh and competitors

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In general, all five of the companies mentioned above provide high-quality services that

satisfy customers As a result, the disparity in service prices will force SMEs to make

the final decision Based on the foregoing analysis, the Nang Xanh Company and

competitors' brand positioning map is as follows:

Picture 8 Positioning Map

IIL2 The integrated marketing mix tactics of the company

11.2.1 The Marketing Mix Strategy of the company — 7Ps

I1.2.1.1 Product

11,2.1.1.1, Main services of Nẵng Xanh

Nang Xanh provides a variety of Digital Marketing service packages, as well as retail

services in the Marketing package, such as Brand Design Service, SEO for Website

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Service, Marketing on Social Networks Service, and Mobile App Design Service

Although service packages can be purchased separately, Nang Xanh always advises

customers to purchase the entire package for the best results Nang Xanh provides

solutions and strategies that are unique to each business, rather than a generic approach

Diagram 2 Services of Nang Xanh (Website of Nang Xanh Company, 2022)

a Brand Design Service

Nang Xanh’s brand design service is always focused on its target customers, who are

small and medium-sized businesses that are just getting started, because it is the

foundation for making partners’ future marketing activities more convenient

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b SEO for Website Service

Nang Xanh will encourage customers to move on to the stage of increasing the ranking

of their website on the search results pages of popular search engines after they have

built the necessary brand elements In addition to providing content marketing services

for the website in order to increase rankings organically, the company also provides

SEM services for the website if customers need to increase awareness or conversions

c Marketing on Social Networks Service

Marketing on social networks services is similar to SEO for websites services, but

instead of assisting partner companies! websites in increasing their rankings on browser

search results pages, Marketing on social networks services focus on using keywords

and hashtags so that posts on partner companies’ fan page are displayed when end-users

search for specific keywords or hashtags on Social Networks including Facebook,

Instagram, Twitter, YouTube, LinkedIn, and other

d Mobile App Design Service

This service will primarily benefit businesses with a solid reputation and a large amount

of customer data The customer desires to sell their products or services directly rather

than relying on e-commerce platforms (Shopee, Lazada, Tiki, Sendo, etc.) or public

technology delivery apps (Grab, Baemin, Be, Gojek ) will need this service

11.2.1.1.2 Product of the company

a Core value

The service must provide effective, optimal, and cost-effective digital marketing

solutions, as well as on-time project implementation The employees complete

successful projects and create their credibility with partners’ companies

b Actual product

Customers’ needs and desires are met by providing high-quality service Nang Xanh’s

services, such as brand design, SEO for websites, and social media marketing, must

always produce positive results, as evidenced by the improved ranking of the partner's

business website on browser search results pages and the position of the article on social

networking platforms The Mobile App Design Service is always fixed, updated with

new features in route with end-user needs and partner business requirements to help

improve user experience and frequency of app usage

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