Digital marketing topic digital marketing strategy for the yên concept

MINISTRY OF EDUCATION AND TRAINING FACULTY OF ECONOMY AND DIGITAL MARKETING Topic: DIGITAL MARKETING STRATEGY FOR THE YEN CONCEPT Subject : Digital Marketing Class ID : MK311DE01 — 0

MINISTRY OF EDUCATION AND

TRAINING

FACULTY OF ECONOMY AND

DIGITAL MARKETING

Topic:

DIGITAL MARKETING STRATEGY FOR

THE YEN CONCEPT

Subject : Digital Marketing Class ID : MK311DE01 — 0300 Lecturer : Mrs Tran Thi My Hanh Group member : Group Peek a Boo

3 Tạ Hoàng Thúy Phương 2184001

4 Lé Minh Dan 2182021

5 Nguyễn Ngọc Quỳnh 2180496

Hochiminh city, 12/2020

MINISTRY OF EDUCATION AND

TRAINING HOASEN UNIVERSITY

ÔN HOA SEN

COMMERCIAL

to E œ4

DIGITAL MARKETING

Topic:

DIGITAL MARKETING STRATEGY FOR

THE YEN CONCEPT

Subject : Digital Marketing Class ID : MK311DE01 — 0300 Lecturer : Mrs Tran Thi My Hanh Group member : Group Peek a Boo

3 Tạ Hoàng Thúy Phương 2184001

4 Lé Minh Dan 2182021

5 Nguyễn Ngọc Quỳnh 2180496

Hochiminh city, 12/2020

TABLE OF PERFORMANCE EVALUATION

Phương Visuals, mission,

Vission, synthesis powerpoint

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3 Truong Tuyet | Stage 1+2, 100%

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TABLE OF CONTENT

TABLE OF PEREORMANCE EVALUATION ceke 1 TABLE OF CONTENT ooo 1 TABLE OF PICTURE 5 IV IV.) )02//9)0)i00.2 0 vi

90 9)/0/0090)./10 0 là vil ACTKNOWLEDGEMENT 0n vill INTRODUCTION 1124 l CHAPTER I1 THE YÊN CONCEPT?S INTRODUCTION 2 1.1 About Thê Yên Concep( 0 222112111211 121 1121112111111 2 1.2 Mission An 4 1.3 Where to buy prođucf - - c2 122211222111 12221 1222112211111 kg 5 1.3.1 Offline and website 5 In na n8 6 CHAPTER 2 COMPETTTIVE ANALYSIS cà re 11 2,1 Competitve advanfàe LH nh 411kg II 2.2, SWOT amallysis iaaa 12

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VY (9)0)00V1)()000)0(ddd 12 2.2.4, Threat na 13 CHAPTER 3 THE BIG IDEA S222 re 14 3.1 Background - - 1 1122211112111 1211115111011 1101111811151 1111128 ky 14

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3.3 Target audienee - c1 12111121112 11112 1112111211110 11 151111111101 ky 14

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CHAPTER 4 DIGITAL MARKETING STRATEGY FOR THE YEN CONCEPT 0 16

4.1 Key messàe - Q2 HH n2 HH HT n1 15111 1110111111 1g 1kg 16 Ý/ 9) 8a 16

4.2.1 Stage 1-Raise brand awareness (19/11/2020 — 03/12/2020) 17

4.2.2 Stage 2-Attract customer’s attend workshop (04/12/2020 - 18/12/2020) ooo 22

4.2.3 Stage 3-Workshop (19/12/2020-20/12/2020) 0 28

CHAPTER 5 TOTAL TIMELINE AND BUDGET - 30

5.1 Total timeline nh 30

5.2 Total budget 1n “433ƯẢ 30

CONCLUSION oo — 31

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TABLE OF PICTURE

Figure 1 Logo of The Yên Concept (Source: Facebook) -. «- 2

Figure 2 Helly Tống- founder of Yên (Source: Google) -s-scsce 3 EIgure 3 Product at Yên (Source: Faeebook) c S212 12212212 3 FIgure 4 The Yên's store (Souree: FacebookK) 2c 212212212212 4 FIgure 5 Picture of Yên (Source: Facebook) . c c2 2212212212 5 Figure 6 The Yén Concept's website (Source: Theyenconcept.com) 5

FIgure 7 Facebook site (Source: FacebookK) c c2 2211211211212 k z2 6 FIgure 8 Facebook Information (Source: Facebook) . c s2 6 EIgure 9 Store in Facebook (Source: Facebook) - cc c2 se 7 Figure 10 Post on Facebook (Souree: Facebook) - 2c 2x22 8 Figure 11 Instagram site (Souree: Ïnstapraim) ¿+ 5-22 222x222 x22xszxsss2 9 Figure 12 Content on Instapram (Souree: Instàram) -c + s55: 9 Figure 13 Post on Instaeram (Source: Instaeraim) . -. -.+ c2 c2 xs22 10 Figure 14 Helly Téng! Instagram site (Sourrce: Instasram) -s- II Figure 15 Vietnam urban and rural population from 1955 to 2020 (Source: 4275/9i15i200 7777 15

Eigure 16 Campaien obJective (Source: Facebook) - co: ccccccccesey 16 Figure 17 Bucket list (Source: Made by students) .0000 ccc cceceneeees 17 FIgure 18 Communmication pyramid effect (Source: IMC book) 18

Figure L9 Type of people on Christmas (Source: Made by students) 18

Eigure 20 Type of people (Source: Made by students) -c.cccccà 19 Eigure 2l Type of people 2 (Source: Made by students) - 19

Figure 22 Target audience on Facebook (Source: Facebook) 20

Figure 23 Where the ads shown (Source: Facebook) .- -. - 20

FIgure 24 Stimulate the ads will be (Souree: Facebook) . - 21

Figure 25 Target audience ơn stage 2 (Source: Facebook) - 22

FIgure 26 Communmicatlons effect pyramid (Source: IMC Book) 23

Figure 27 Stimulate the ads on stage 2 (Source: Made by students) 23 Figure 28 Logo of Kenh 14 (Source: Œoogle.coim) - 2c ccscc-ss2 24

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Figure 29 The age groups that read Kenh 14 (Source: Brandom.vn) 25 EIgure 30 Traffic statisttcs (Source: Brandecom.v\) -::-s: + c2 xc+xsss 25 Figure 31 Stimulate the post (Source: theyenconcept.coim) 26 EIgure 32 Kols - Loan Hoang (Source: Socialblade) - 2c c2 s22 27 Figure 33 Kols - Dino Vu (Source: Socialblade) . -5-ssccssscssess2 28 Figure 34 Information of the workshop (Source: Made by students) 28

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TABLE OF FIGURE

Table I Total time Ï1rne .- - c1 116<3333111E11 111853033 1K ke Table 2 Total budpet Ăn TH HT TH HH TH HH r

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COMMITEMENT

"This is a work made by our team and does not violate issues of academic integrity There are studies and references to documents of high reliability and origin in the article."

Friday, 29th December 2020

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ACTKNOWLEDGEMENT

We would like to express our sincere thanks to lecturer Tran Thi My Hanh very much During the past 15 weeks when joining your class, our team has accumulated a lot of useful knowledge for our beyond future Thank you for always being enthusiastic with the team and class, always trying to answer the group with all of your efforts wherever you are Thanks Mrs Hanh for always supporting us whenever we need it, always kinds and gentle to us We love you

so much!

And I want to say thank you to all the members because, after so many hardships, everyone got through it all together and completed the report in a good way

We sincerely thank you!

DIGITAL MARKETING viii

INTRODUCTION

Along with the development of society, businesses today are wanting to assert themselves in the market they want to target This has created competitive pressures from all aspects, especially competition on electronic platforms Social networking sites are becoming more and more crowded and are becoming a place for businesses to be able to reach potential customers quickly and easily

At the moment, The Yén Concept has a strong page on Instagram and Facebook with more than 30000 followers, so to be safe we still choose these two platforms to run the next campaign First, we create catchy content, so people can pay attention to The Yen Concept, and then we want to direct everyone to the upcoming Christmas workshop

DIGITAL MARKETING 1

CHAPTER 1 THE YEN CONCEPT’S INTRODUCTION

1.1 About Thé Yén Concept

When Earth and humans were first created, nature and humans have been living together since that time But in the present life, that connection is nearly disappeared

In ourselves, on the long journey of life, there are 3 connection points: ourselves with nature, ourselves with people, and ourselves with ourselves

Figure 1 Logo of The Yén Concept (Source: Facebook)

Derived from the peace, Helly Tong - a famous fashionista in Saigon established The Yén Concept in 2016 as a spread from her stories and experiences in her journey to balance life We all realize that true enjoyment comes from the inner side If one’s mind is peaceful enough, they can easily touch the fulfillment of their life On one hand, Yén is a shop where customers can find a wide range of plants, pots, and green decorations for their homes But

on the other hand, more importantly, Yén wishes to be the last stop that nourishes people’s love for nature and encourages them to live greener and healthier Therefore, Yén orients our development towards the close relationship between human beings and nature

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Due to the bad change of our environment and the risks from climate change, let Yén help you reach the balance in this rushing life as well as take you back to mother nature The healthcare and happiness of the community is the biggest motivation for The Yén Concept to continue to create and constantly innovate our products

Figure 3 Product at Yén (Source: Facebook)

Most of the products in Yén are trees that can be grown indoors for home decoration The types of trees in Yén carry many meanings to suit the needs of each customer, it has many prices ranging from about 50,000vnd to 800,000vnd depending on different sizes and types And for some signature product of The Yén concept, the prices ranging is about 90,000vnd to 1,000,000vnd

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1.2 Mission and Vision

4+ A green destination to fulfill your heart - Noi ly teéng xanh cho mọi nhà Humans are always in the pursuit of happiness We all realize that true enjoyment comes from the inner side If one’s mind is peaceful enough, they can easily touch the fulfillment of their life However, in the hustle and bustle

of life, people are gradually losing space for themselves As a result, The Yén Concept was born with a desire of becoming a destination where people can come to balance their life and refill positive energy after a hard-working day

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1.3 Where to buy product

1.3.1 Offline and website The Yén Concpet located at 60C Le Thi Rieng street, district 1, Hochiminh city Moreover, The Yén Concept has its own website, which hepls customers to know what The Yén Concept products are, general information of the business

The website’s link: https:/Awww.theyenconcept.com/

4+ Facebook:

@ Q Search Facebook

The Yén Concept

@theyenconcept - Local Business

Home About Shop Services Moree sẻ Like © Message Q -

Figure 7 Facebook site (Source: Facebook)

There are more than 41,000 followers on The Yén Concept's Facebook, along with 235 people checking in at the shop Basic information from the store is often modified very carefully and in detail

@ aero Q PP Po @ en @8@@e;

Home About Shop Services More w “hước ĐMm=œ Q ~

About Seoat @ Create Post

oi là kết quả củs khát khen giếng và mong muốn mang lại ga trí bằng trơn) cuộc sống hiện đại Nhẹ sống tồi the 41,820 poopie Hee ths including 5 cế yruy tiends

3990

22534 poopie fitow this

© 237 people chacked i hove

rÝ =eằ-W A ¬‹ A en a :

Figure 8 Facebook information (Source: Facebook)

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Yên also updates all its items to the Store Catalog of more than

99 products with prices for the convenience and best use of features and categories on Facebook Since it is a shop that sells trees and aims at green living

yer The Yên Concept ® Call Now wh Uke O Message Q

+ Bl

Xương Róng lớn null Rng Thanh Sen ton pin Behe

£150,000 CHAU CAY So0 AB (10

Figure 9 Store in Facebook (Source: Facebook)

Quite often, Yén seems to update stories to connect people with nature more and wants to build a city center garden With meaningful and playful content, posts are updated every day Visual content related

to the tree is key, but there are also plenty of meaningful posts on planting and other significant activities Even so, Yén's Facebook posts usually

do not get as much engagement as 10 likes and | to 2 shares are the typical posts

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Allaboutsustainable ling † Dạo gần đây, ching ta vẫn thường Sở nghe đến những cụm :ử như “sống bền vững”, “hand đêsq bắn vững" hay “nhát triển bài

‘Vay ben sting trong cach sống, sinh hoạt, nành động vá suy nghĩ th‡ su lagi va làm rhế não để chung ta rõ thể hướng đến giả trị sáng ay?

Sống bền vững ê phương phắp thục tiễn giúp gẩm thiếu tếc đẻng của cả nhãn về xã hếi đến

ỡ khuyến khích mọi ngưới giảm hiểu việc sủ dụng tải nguyên của Trải đất vã gid thiệt hại do các tương tác giơ con = Yề mGI trương

Cô khô để bắt đầu mộ: cuộc sống kềt Câu trả lềt (à khêng lên canh những đều! v mô bạn thường bay nhe về sự bền vững nhu: sứ dung năng lương tái tz hay canh tác tái sinh, cá rất nhiều điều don gián và qua^ thuc hơn mrả Đan dễ dàng thức hiện được "êng ngây Ví du như:

‘Gam lugng thit tiéu thy trong m ỡ Hạn chế thức án thữa

~ Uu tiên sử dụng phương tiệ công cộng

~ Giảm rac thai thưa, Một hạnh động bền vững truïc hết đến t cách bạn nghỉ vá ch hiên vấn đề, Ban biết đấy, néu chỉ một ngutdi co 9 thi «ing xanh, số^a bền uồng là khÁng 4ì, Thể nên, mỗi chứng *a, mỗi ngày

hãy cế gắng thz/ đổi về hoàn thiên mình để mỗi hành đồng đau hưởng đến sự bền vừng ban nhé

Horn hinh dnt: Pinterest

oration #ZeraWaste # #GreenSoul

instagram *HomerDecor #GreenEyes

+ Instagram Instagram is also a platform for The Yén Concept to communicate with individuals, similar to Facebook In general, the two social networking sites' photos or posts are the same More than 35,000 individuals and more than 1,300 posts are followers of Yén's Instagram

DIGITAL MARKETING

In great detail, information about the store 1s also updated Instagram has the ability to create highlight stories, unlike on Facebook, and Yén does a very good job of supplying traditional store photos on it

() theyenconcept * Follow (*) theyenconcept Giang sinh nam nay Yer

\ og?

‘ingle Betts, #ngje be, Inge all the way Vay 8 chi cin mot thing ie thi Ngồy lễ mà người agudt nha nhà đều yêu tích đã đến r?

Đổi vớt Yên, s‡Ột stem Thức đậy Thy an

em Tùng kéo đến nườtn rợn, vấy Kin hắp khu vườn nhủ, Yên biết Giống khắp tỉnh đã tối rất gần rồi,

ly bên gia đinh; bạn bê,

ng và, rồi năm qua đặt lẽ đ.3%X những đi :vui

EC MUCH CO vệ đf nhiên là

Figure 12 Content on Instagram (Source: Instagram)

Typically customers can re-search the stories on that highlight for comparison to save time searching Yén's Instagram got a lot of coverage,

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along with similar photos and material on two social networks, proving that the average of posts is more than 100 likes And every day, several

of the posts are constantly updated to maintain contact so that Yén can reach more clients

Figure 13 Post on Instagram (Source: Instagram)

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CHAPTER 2 COMPETITIVE ANALYSIS

2.1 Competitve advantage

The Yén concept was founded by young influencer Helly Tong - who has 325k followers on Instagram Not only has the influence fashioned, she also shows everyone a green way of living, how she enjoys life

'alagvas aooocs

Figure 14 Helly Téng' Instagram site (Sourrce: Instagram)

The life trend of young people is also following the green lifestyle trend recently They have a habit of decorating their homes or workplaces, like making diy items, and have a healthy lifestyle

Yên is confident with not only investment in image but also content that Yén wants to convey to everyone Examples of workshops will always have their own meaning, or about events of the year like Mid-Autumn Festival, New Year, Christmas or even Teacher's Day Besides coming to Yén, you will be very creative with your decoration, or Yén can suggest or give you ideas, concepts that you want

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