Nâng cao hiệu quả các kênh truyền thông tiếp thị sản phẩm xúc xích của cổ phần thực phẩm việt đức

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - TRIỆU ĐỨC ANH NGỌC ENHANCING THE MARKETING COMMUNICATION CHANNELS EFFECTIVENESS FOR THE SAUSAGE PRODUCT OF DUC VIET FOODS NÂNG CAO HIỆU QUẢ CÁC KÊNH TRUYỀN THÔNG TIẾP THỊ SẢN PHẨM XÚC XÍCH CỦA CỔ PHẦN THỰC PHẨM ĐỨC VIỆT LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2018 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - TRIỆU ĐỨC ANH NGỌC ENHANCING THE MARKETING COMMUNICATION CHANNELS EFFECTIVENESS FOR THE SAUSAGE PRODUCT OF DUC VIET FOODS NÂNG CAO HIỆU QUẢ CÁC KÊNH TRUYỀN THƠNG TIẾP THỊ SẢN PHẨM XÚC XÍCH CỦA CỔ PHẦN THỰC PHẨM ĐỨC VIỆT Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS NGUYỄN VIỆT KHÔI Hà Nội - 2018 ACKNOWLEDGEMENT “I would like to show my great gratitude to Associate professor Nguyễn Việt Khôi, my tutor and who gave me profound support during the conduct of this reseach Without his greatly enthusiast guidance, I could never have completed the thesis on my own My grateful thanks are also extended to the employees working in Duc Viet foods' marketing department have provided to me much necessary and invaluable data and documents for the research I beloved HSB‟s staff and friends supports and encouragements during our years of studying in HSB are also deeply acknowledged with unspeakable gratitude My success today could never be achieved without the presence of them” Last but not least, I would like to thanks my family who has supported me with strong encouragements during my studying period Thank you Hanoi, February 2018 The Author i EXECUTIVE SUMMARY “In today‟s business world, developing good brand image become necessary and essential to the A strong brand image is huge competitive advantage of company, because customers always keep the good sides of company in mind and their products/services are the first choice of them And one of the most effective way to develope brand image is using the marketing communication tools Well-organized application of marketing communication channel could develope the image of brand brand greatly In order to show that theory this research takes on Duc Viet, the market leader in Ha Noi handled foods industry, as a case study By assessing the marketing communication channels of Duc Viet and how that affected Duc Viet brand image, this research expects to provide references to improve their communication in focus to increase their brand image.” “This research contains five main chapters: introduction, literature review, methodology, analysis and recommendation/conclusion The introduction chapter presents an overview of current background of Ha Noi processed food market and Duc Viet foods, the main research questions are also established In chapter two, this paper gave general look at literature about the research findings on brand and branding; and marketing communication; and other relevant theories to marketing communication and brand images In chapter three, both quantitative and qualitative method were used to collect necessary data from consumers In the analysis chapter, various findings will be extracted from the data and information collected Finally, in conclusion and recommendations chapter provided suggestions and recommendation for the development of marketing activities to communicate with consumers effectively.” ii TABLE OF CONTENTS ACKNOWLEDGEMENT i LIST OF TABLE vi LIST OF FIGURES vii EXECUTIVE SUMMARY ii CHAPTER - INTRODUCTION 1.1 Background 1.2 Practical Problem 1.3 Theoretical Problems and Literature Gaps 1.4 Research Objective 1.5 Research Question 1.6 Research Scope 1.7 Research Method 1.8 Thesis Outline 1.9 Conclusion CHAPTER 2: LITERATURE REVIEW 2.1 Introduction 2.2 Brand and Branding 2.2.1 Definition of Brand and brand equity 2.2.2 Branding strategy in marketing 2.2.3 Definition of Brand image 2.2.4 Brand associations, definitions and characteristics 12 2.3 Marketing Communication 13 2.3.1 Definition of Marketing Communication 16 2.3.2 Basic Communication model 16 iii 2.3.3 Traditional Response Hierarchy Models 17 2.3.4 Marketing Communication Channels 19 2.4 Marketing Effectiveness Measurement 23 2.5 Conclusion 26 CHAPTER 3: METHODOLOGY 29 3.1 Introduction 30 3.1.1 Research Philosophies and methods 30 3.1.2 Research Methods 30 3.2 Data Collection Methods 32 3.2.1 Secondary Data 33 3.2.2 Primary data 33 3.2.3 Sampling Techniques 36 3.2.4 Sample Size and Sample Characteristics 37 3.3 Data Analysis Methods 37 3.4 Ethical Considerations 38 3.5 Limitations of the Research 38 3.6 Validity and Reliability 40 3.7 Conclusion 41 CHAPTER 4: DATA ANALYSIS, FINDINGS AND RESULTS 42 4.1 Introduction 42 4.2 Analysis of Data Sample 42 4.2.1 Data Collection 42 4.3 Duc Viet‟s brand associations analysis 45 4.3.1 Brand attributes 45 4.3.2 Brand benefits 51 4.3.3 Brand attitudes 55 4.4 The distance between perceived and desired brand image 56 4.5 Marketing channels analysis 56 iv 4.5.1 Measuring Duc Viet foods‟ marketing effectiveness 58 4.6 Conclusion 62 Chapter 5: CONCLUSION AND RECOMMENDATION 63 5.1 Introduction 63 5.2 Recommendation 63 5.3 Limitations of the research 68 5.4 Limitations of the study 71 5.5 Difficulties 71 5.6 Conclusion 71 REFERENCES 75 APPENDIX A 76 APENDIX B 80 v LIST OF TABLE Table 4.1:Summary of result collected from survey 46 Table 4.2: ANOVA Analyses 47 Table 4.3: Model Summaries 49 Table 4.4: Coefficients 49 Table 4.5: Summary of result collected from survey 52 Table 4.6: ANOVA Analyses 54 Table 4.7: Model Summaries 54 Table 4.8: Coefficients 55 Table 4.9: Summary of result collected from survey 55 Table 4.10: Duc Viet foods‟ revenues from 2014 to 2016 59 Table 4.11: Duc Viet foods‟ net income from 2014 to 2016 60 Table 4.12: Duc Viet foods‟ profit margin after eliminating marketing costs 61 Table 4.13: Duc Viet food‟ Return on Marketing Investment 61 vi LIST OF FIGURES Figure 2.1: Marketing communication channel 23 Figure 3.1: Types of Questionnaire 35 Figure 3.2: Sampling Techniques 37 Figure 4.1: Summary of survey completed: 43 Figure 4.2: Structure of Customer knowledge and Usage of Duc Viet Brand 44 Figure 4.3: Summary of gender and age group: 45 Figure 4.4: Communication channels usage 58 vii CHAPTER - INTRODUCTION 1.1 Background Duc Viet Foods Joint Stock Company (DVFJSC) start in the manufacturing sector and food business Illustrative offices of the company are located in Saprodex building at 18 Lang Ha Street, Dong Da, Hanoi Manufacturing facility of the business is located in Pho Noi A Industrial Zone, Yen My district, Hung Yen The plant was built on the basis of an investment license number 051033000002 from Hung Yen province 1st class on June 30, 2008 Currently, the company has rented capital of 100 billions Vietnam dong With the goal of setting the brand name is easy to recall and easy to read, unforgettable reflect the product quality; the company has obvious to choose the name Duc Viet As far as what the company and its corporate partners are the German co-production, offering products of worldwide quality The company offers products to market handled meat brand from Duc Viet counting fresh sausage, bacon, and fresh meat Main hue of product packing as well as images evocative of the product Duc Viet is green It represents the spotless fresh in each product; not use stabilizers, harmless for the user With the slogan for the health and life anticipation, the slogan “Delicious and Healthy ", Duc Viet sausage goods help getting the trust of customers, expressly housewives mothers It can be seen, sausage Duc Viet went into the family meals Vietnam particularly the big cities.Product quality and constancy is guaranteed reputation of the company, as a basis to create achievement in business and production activities of the company, always safeguard the quality standards are published in the "publication quality" for each company's goods Purchaser confidence in the brand product of Duc Viet is an significant factor in the company's marketing plan exposed to commercial vehicles by means of transportation including buses, airports, metro and railways, and taxis In this case, the bus is a public transport targeted to DV The advantages of doing transit advertising are the high exposure and high frequency for the customer The ad exposure stage is the main advantage of this advertising method Moreover, it is likely that consumers who see ads about 20 to 40 times a month are a high frequency However, advertising in transit also contains some disadvantages also due to the vision and mood of the audience Since not all DVF customers use public transport, this channel will not be able to reach a high percentage of potential customers, in addition to advertising in transit may not be suitable for audiences with feelings negative exposure In the case of DV, this channel constitutes a big expense in their marketing activities but the results are not so positive DV should consider whether to continue using this channel or not.Broadcast media Broadcast media, or more specifically radio and television, is the most effective marketing channel in term of reaching the highest number of audiences VTV (2012) reported that more than 80% of adults watching television more than hours a week In the past, Duc Viet had incorporated this channel to the strategy and gained success However, this channel is very expensive and the cost for designing an advertising is also very high In Duc Viet‟s situation, they should only use this channel when they cut off other ineffective channels to save costs  Print media Magazine advertising is an alternative to broadcast television because it includes a small audience but costs a lot less Figure: Attention level to different group of content (Source: Tiep Thi Gia Dinh magazine, 2012) 67 According to Tiep Thi & Gia Dinh Magazine (2012), 24% of women and 10% of men from 15 to 40 view the magazine regularly, and with readers' second attention to shopping content will also be an option for DV to choose from Sales promotions: According to Taylor and John (1979), "promotion is needed to attract new customers, keep current customers, fight contests, and take advantage of the opportunities revealed by market research It includes activities, both inside and outside, to boost sales " Most of the promotions in DV are in the form of discounts and are usually performed in special events such as Tet or Mid-Autumn Festival However, it is recognized that advertising information is missing and consumers rarely know about the existence of advertising DV food should use their marketing strategy in both meaningful content and appropriate approach There are a number of suggestions that can improve Duc Viet's effectiveness in using promotional offers to reach more potential customers: Since Duc Viet does not inform customers about discount rates, they should consider changing the format of the coupons or loyalty programs Coupon is recommended as it is one of the more effective tools in promoting sales Coupons encourage redemption through discounted offers for 68 costomers that are attracted by the price Recently, loyalty programs are developing very rapidly in the areas of sales promotion Loyalty programs have different advantages that make it popular First of all, the loyalty program is one of the better tools to encourage costome suppliers to continuously procure products thereby developing customer engagement with the brand In addition, maintaining close relationships with loyal consumers is one way to increase market share and understanding of customer needs, preferences, and characteristics In the case of Duc Viet, they can insert coupons directly into the packages, customers who buy their products will receive coupons and have the opportunity to buy more at discounted prices When a customer collects certain offers, they can exchange them for VIP access with better benefits Interactive and internet marketing: M.Belch and A.Belch (2011) make "a great advantage of the Web is the ability to target specific customer groups with minimal waste." DV has homepage and a fan page on Facebook However, considering the results of chapter 4, the official website of DVF contains only general information about their products and promotions Their facebook page does not seem to be effective  Website: Changing site graphics and regular images can make the audience feel fresh and excited But the most important aspect that Vietnam needs to improve is the content of its website, DVF should focus more on updating activities and news related News and activities are not just about their advertising campaigns, but about other aspects of PR By promoting this information and data, Duc Viet can get closer to its customers and improve the image of a positive brand 69 Furthermore, Google Adwords can be a considerable tool to draw more “traffics” from people using Google‟s search engine Duc Viet should reflect placing sponsored advertising with association tokey words such as “xúc xích”, “xúc xích Hà Nội” or “thực phẩm chế biến sẵn”… to improvement website circulation and make their site a more regular portal of info for to consumers to access  Facebook fan page At the time of writing this article, DV's Facebook fan page does not seem to work By investing more in marketing on fanpage, Duc Viet can maintain a relationship with many customers with high economic efficiency Publicity and PR According to Grunig and Hunt (1984) "public relations is the practice of managing the dissemination of information between individuals or organizations and the public." The goal of public relations is to persuade the public, potential consumers, investors, partners, and other stakeholders to hold a particular brand position (Rubel, 2007) In fact, DV food has promoted various charitable activities such as visiting and giving gifts to children with disabilities or giving money to the elderly but it seems they not attract attention In order to enhance the influence of public relations activities, DV should apply media channels, such as the website or social network as mentioned in the previous session As mentioned above, Duc Viet can implement their website to provide more information about their activities for the society and links to related articles and websites Information and pictures of these charitable activities should be posted on their Facebook fan page - this may be one of the most effective ways to improve their brand image 70 5.3 Limitations of the research Despite considerable attention and effort, this study still has some limitations and inevitability related to small sample size, limited data availability, limited time resources and human and budget 5.4 Limitations of the study Firstly, the size of the sample collected for this thesis was relatively small and the quality of results might not be completely reliable Nonprobability sampling technique was chosen because of its appropriateness for researches with limited resources, however, it could not guarantee and biasfree sample as probability sampling.The researcher was also inexperiences in conducting researches in such large scale 5.5 Difficulties  Lack of available data In Vietnam, the amount of information and research applied marketing communication tools to enhance the brand image is limited A large percentage of the secondary data used for this study comes from foreign sources Consequently, the relevance of secondary data to Vietnam's market situation has yet to be verified Besides, there are no recent studies on DVfood in Vietnam, so that the overall understanding of their own situation has been limited and this study has to be started from the beginning In addition, the team acknowledged that many of the knowledge and experience constraints involved in data collection and processing for the study may not be complete to give full perspective on this issue  Budget limitation Due to budget constraints, the researcher can not encourage respondents to survey with free gifts Instead, research is based on customer volunteering In addition, budget constraints prevented this study from having 71 a greater scope in this regard Rather, the scope of this study is relatively narrow because it needs to be kept within the capabilities of the research team  Time and human resources management Duration of time to carry out the research is one of the major limitations Both exploratory research and descriptive research required to be done in less than 30 days, which also included interviews of Duc Viet‟s staffs and collecting a fair amount of customer surveys Furthermore, only one person this research 5.6 Conclusion Today, brand image is recognized as a very important factor for any company, especially for companies working in the processed food market With the ease of access to many sources of information, consumers "become smarter and more in-depth with the aspects or marketing activities of companies that have a great impact on the brand image consumer perception and this also affects other consumers' purchasing decisions that are important for sales "(Keller, 2007) Through this research, appropriate recommendations are expected to make DV food in particular and for many other businesses on the market in general to build brand image By limiting the distance between the expected brand image and the actual brand image from the consumer by applying marketing communication tools Some options seem to be more appropriate for DV food, for example developing existing marketing activities such as outdoor advertising, interactive marketing and internet marketing, charitable activities for PR, With access to new activities such as television advertising, organizing events, providing sponsorship and focusing on brand associations to maximize advantages and minimize disadvantages 72 However, during the course of this study, the group encountered several obstacles including available data, limited budgets and various issues in time management and human resources Finally, with the contribution of all the team members, complete results were discovered By analyzing relevant data and information, the findings to achieve the primary objectives of this research have been found in order to answer the question given in the beginning of this research The answers can be summarized below: [1] Consumers are aware of the brand image of DV food as a popular and reliable food processor Their products are considered outstanding and easily recognizable However, their products are more suitable for external use and can only replace very limited conventional foods [2] DV food needs to focus more on promoting more products and more aggressively to expand the brand image to reduce the current distance between the brand image has been assessed and the customer's perception of their brand image The main channel that customers find information about Duc Viet is the Word of Mouth channel, the outbound channel and DV have no direct impact on it Other than that, they were considered inactive in marketing because of limited information on other channels [3] In short, the effectiveness of DV marketing is negative because their net income has declined during that time It is found that the main reason for that phenomenon is the growing budget for marketing activities Moreover, because customers are aware of their marketing very limited, there is another evidence of their marketing inefficiencies At the same time, Duc Viet also recognizes high sales with a growth rate of about 80% per year, which may be evidence that the marketing strategy of Duc Viet focuses mainly on the brand extension and the maintain long-term profitability 73 [4] DV food should implement marketing communication tools to improve its brand image but make use of existing products along with new marketing activities, as opposed to that, because there are many combinations Brand associations are found to correlate with their overall brand image, enhancing specific associations to improve brand image All of these key findings have been thoroughly tested and methodically based on research reviewed in previous research and methodological papers The recommendations were then identified in which it was proposed that the results of the study and the relevance of the DV food situation in that period 74 REFERENCES Amanda Lindeberg, Camilla Bloomkvist, and Mikaela Johansson (2012) Understanding the relationship between Brand identity and Brand image – A case study of Coop, 2012 Danbarrmw The Importance of Marketing Communications and Branding.o [nline] Available at: http://danbarrmw.hubpages.com/hub/The-Marketing-Communicationsand-Branding [Accessed on 26 May, 2014] DHP research and consultancy LTD (2012) Steps to successful questionnaire design – start at the end, 12 September Elliott, R & Percy, L 2007 Strategic Brand Management Oxford: Oxford University Press Goerge E Belch & Michael A Belch (2012) Advertising and Promotion: An Intergrated Marketing Communications Perspective New York: McGraw-Hill Parkinson, G., and Drislane, R (2011) Qualitative research In Online dictionary of the socialsciences Retrieved from http://bitbucket.icaap.org/dict.pl Kotler, Developing the marketing mix Chapter 13: Integrated Marketing Communication Strategy Kotler, P., Keller, K L., Brady, M., Goodman M & Hansen T 2009 Marketing Management Essex : Pearson Education Limited Nguyen Quoc Thinh (2016) Marketing and brand management Vietnam national university Hanoi School of business 10 Hồng Trọng, Chu Nguyễn Mộng Ngọc, (2008), Phân tích liệu với SPSS, Nhà xuất Hồng Đức 11 Nguyễn Thị Hải Ninh (2012), Doanh nghiệp vừa nhỏ Việt nam bối cảnh khủng hoảng kinh tế toàn cầu, Luận văn Thạc sỹ, Đại học Quốc gia Hà Nội 75 APPENDIX A SURVEY QUESTIONAIRE (ENGLISH) INVESTIGATINGIN BRAND IMAGE OF DUC VIET FOOD I am members of a Market Research Company The aim of this survey is trying to understand customer’s perception about DUC VIET FOOD Your opinions are very beneficial for Duc Viet foods to better satisfy your needs Therefore, I look forward to your collaboration All data and measurements obtained from this research study are strictly confidential Do you know the brand Duc Viet foods? Yes No If answer is “YES”, please continue to the next question Have you used any ofDuc Viet foods’ product? Yes, I have No, I have not If answer is “Yes, I have”, please continues to complete this survey 76 The table below contain various channels of communication? Please circle the channel which you used to obtain information about Duc Viet (multiple selection is acceptable is for this questions) Channels Word of mouth (suggestions and recommendations from friends, etc) Coincidence Broadcast media (Television) Facebook and other social networks Google and other search engines In scale of to 7, how would you rate these aspects of Duc Viet‟s brand associations? (Note: this group of items focus on brand attributes, product related and non product related) Would the "Duc Viet" brand remind you about sausages and other processed food product? How you prefer the taste of DV products in general or any certain line in particular? How you rate the availability of DV products in Ha 3 Noi? How aware are you that DV's products are packaged in 77 6 6 red and green? How are you aware of the prices of Duc Viet products? 7 How affordable you think Duc Viet products are? How you think DV's products packaging is recognizable and is suitable for storage? Do you think DV is offering a good variety of products? Do you agree that Duc Viet foods provides good and healthy food products 6 6 In scale of to 7, how would you rate these aspects of Duc Viet‟s brand associations? (This groups of items focuis on brand‟s benefits) Would you expect Duc Viet to deliver healthy food products? How you rate the readiness of DV products? (easy to prepare, cook and serve) Do you think Duc Viet products can replace other type of foods? Do you think DV's products are good for snacks and picnics? Do you think DV is a popular brand in HN? DV has long history in processed food market? 78 6 6 6 7 Do you think DV's sausage remind of German sausage products? Do you think Duc Viet‟s products are appropriate for your demand? 6 In scale of to 7, how would you rate these aspects of Duc Viet‟s brand associations? (This groups of items focus on brand‟s attitudes) Would you continue to use Duc Viet's products? Would you try new Duc Viet's products when it's available? 3 Would you recommend Duc Viet's product to others? 7 What is your gender? Male Female Which category does your age belong to? under 18 18 - 25 26 - 55 over 55 THANKS FOR YOUR PARTICIPATION! 79 6 APENDIX B INTERVIEW FOCUS (English version) Time: 25-40 minutes I Introduction  Introduction of research group and research topic  Introduce the purpose of the research: investigatingDuc Viet‟s direction for building brand image II Content of interview What is the image Duc Viet wants to build? Added question: What makes Duc Viet different from other brands in the market? What elements does Duc Viet aim to emphasize? Which channels are focused in Duc Viet to communicate with customers? How Duc Viet evaluate their marketing effectiveness? III Ending IV Information about consumers 80 Name Gender Age Address 81 ... CAO HIỆU QUẢ CÁC KÊNH TRUYỀN THÔNG TIẾP THỊ SẢN PHẨM XÚC XÍCH CỦA CỔ PHẦN THỰC PHẨM ĐỨC VIỆT Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG... KHOA QUẢN TRỊ VÀ KINH DOANH - TRIỆU ĐỨC ANH NGỌC ENHANCING THE MARKETING COMMUNICATION CHANNELS EFFECTIVENESS FOR THE SAUSAGE PRODUCT OF DUC VIET FOODS NÂNG CAO HIỆU QUẢ CÁC KÊNH TRUYỀN... NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS NGUYỄN VIỆT KHÔI Hà Nội - 2018 ACKNOWLEDGEMENT “I would like to show my great gratitude to Associate professor Nguyễn Việt Khôi, my tutor and who gave me profound