Ứng dụng trong công ty cổ phần hàng không jetstar vietnam

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS NGUYEN THI THANH NHAN CONDUCTING A MARKETING ONLINE CAMPAIGN IN VIETNAM, A CASE STUDY OF JETSTAR VIETNAM Major: Business Administration Code: 60 34 05 Master of business administration thesis Supervisor: Dr Tran Doan Kim MBA Ha Nguyen Hanoi - 2012 TABLE OF CONTENT ACKNOWLEDGMENTS ABSTRACT TÓM TẮT TABLE OF CONTENT LIST OF TABLES LIST OF FIGURES LIST OF ABRREVIATION INTRODUCTION Research background Research objectives and research question Research Scope Research methodology Research structure CHAPTER 1: LITERATURE REVIEW 1.1 Online marketing 1.2 The advantage of the online marketing 1.3 The factors of the online marketing 1.3.1 Website and web 2.0 (provider) 1.3.2 Target customer 1.3.3 Advertising measurement 1.4 Online marketing tools 1.4.1 Display advertising 1.4.2 Email marketing 1.4.3 Search Engine marketing 1.4.4 Social Media Marketing 1.51.5 Model of assessing online marketing effectiveness CHAPTER 2: ONLINE MARKETING IN VIETNAM 2.1 The development of internet in Vietnam and all over the world 2.2 Online Advertising market in Viet Nam 2.2.1 Website system - publisher 2.2.2 Characteristic of internet user 2.2.3 The firm and media agency 2.3 Online marketing tool in Vietnam market 2.31 Display Advertising 2.3.2 Email marketing 2.3.3 Search engine 2.3.4 Social Media marketing CHAPTER 3: ONLINE MARKETING CAMPAIGN FOR JETSTAR VIETNAM 3.1 Executive summary 3.1.1 Introduction Air Industry in over the world and Vietnam 3.1.2 Introduction of Jetstar pacific 3.2 Online marketing campaign 3.2.1 Market research 3.2.2 Online marketing campaign 3.3 Evaluation on effectiveness of the online marketing campaign 3.3.1 Surveys 3.3.2 Some successful factor of Jetstar campaign 3.3.3 Some weakness of Jetstar online marketing CHAPTER 4: RECOMMENDATIONS ON JETSTAR ONLINE MARKETING CAMPAIGN AND APPLICATION FOR OTHER AIRLINES 4.1 Recommendations on Search engine plan of Jetstar Vietnam 4.2 Recommendations on Social media 4.3 Application for the other airline CONCLUSION REFERENCES APPENDIX 1: GOOGLE ANALYTICS APPENDIX 2: SOCICAL MEDIA CAMPAIGN APPLICATION FOR HENESY REPORT JUNE/2011 APPENDIX 3: SURVEY CONDUCTING A MARKETING ONLINE CAMPAIGN IN VIETNAM, A CASE STUDY OF JETSTAR VIETNAM Nguyen Thi Thanh Nhan MBA Candidate, 2008-2010 Hanoi School of Business, Vietnam National University Supervisor: Dr Tran Doan Kim MBA Ha Nguyen INTRODUCTION Research background After 15 years of penetrating and developing, internet has become a common factor in Vietnam The stable technology infrastructure and system has enlarged the number of internet user Many marketers take its advantages as non-boundary and interactive factors to obtain their goals Online marketing has become an important part of the marketing strategy In developed countries, online marketing activities are studied deeply and implemented professionally But in developing countries in Asian like Vietnam, we not have official online marketing training program Most of people who have good knowledge of internet marketing are trained aboard or study themselves thought internet information or their experiences Online marketing in Vietnam is considered the first stage of growth process.All marketers try their best to apply the online marketing tools professionally and effectively Online marketing depends much on the technology system and the ability of the marketers The comprehensive knowledge of internet factors is crucial and necessary for marketers to conduct the online marketing campaigns Jetstar Airline is the second airline appearing in Vietnam but it is the first low-cost airline in Vietnam It faces many difficulties when it competes directly with Vietnam Airline which has monopoly this market for a long time Besides competing with this giant competitor, Jetstar also suffers as “low – cost airline” is a quite new concept in customer’s mind However, after years carrying out many marketing activities, it gets certain success on the market Research objectives and research question  Research objective: This thesis focuses on four main research objectives as follows:  To identify and explain basic concepts of the online marketing  To analyze the current online marketing tools in Vietnam  The effectiveness of Jetstar online marketing campaign in Vietnam  To suggest some solution for Jetstar Vietnam or other airlines or other sensitive services provider  Research questions The author tries to answer the main question: How to build successful internet marketing campaigns in Vietnam To answer this big question, the author will find the answer for other small questions as follows: How are online marketing tools in Vietnam market What are the characteristics of Vietnamese internet user? What is online marketing campaign of Jetstar? What are the strong points of Jetstar online marketing campaign? Application for other airline or services company What are the weak points of its campaign? Some recommend to improve it Some suggestion for the marketer to apply the online marketing tools and build online marketing Research Scope This thesis only focuses on main factors of internet marketing in Vietnam as display advertising, email marketing social media and search engine marketing To help the readers have clear sight about internet marketing, the study also focus on analyzing internet marketing of Jetstar since Jetstar penetrate in Vietnam 2007 up to now Research methodology 4.1 The research process The research process is illustrated in the figure below Data Process 4.2 Data collection  Second data collection: Online marketing plan of Jetstar Vietnam (Application in Vietnam market from 2009 to 2011) FPT Online Business Report in 2011: Vietnam Net Citizens Report of Cimigo about Internet Usage and Development in Vietnam in April 201  Primary data collection: The author uses methods to find primary data are in depth interview and customer survey In Depth interview: The interviews were conducted with expert (one Business Director of FPT Online, one Marketing Manager of Jetstar, One director of advertising company, one search engine expert, one Director of media Company and 10 Jetstar Customer For expert group, the author tries to get information about: The assessment of growth of online marketing in Vietnam Their assessment of the effectiveness of each online marketing tool The assessment of the airline market and Jetstar brand awareness For customer group, the author tries to get information about: Their assessment of Jetstar Services and other airline providers Their perception of Jetstar brand Individual Information: experiment, level and age, total income, knowledge, job All information is basic background to assess Jetstar online marketing campaign and to give solution for it  Customer Survey Conducting survey is the common way to collect the information about assessment of the airline services and the perception of brand awareness The survey was carried out in main cities as Da Nang, Ha Noi, Ho Chi Minh City, Hai Phong city which have Jetstar main destination with 165 participants The survey form includes parts:  To make comparison between Jetstar and the biggest rival – Vietnam Airline: reason they choose provider, how to buy, the target when they use airline services  Their perception of Jetstar brand: the quality of service, the way they access and their assessment  Individual information: habit, expectation, job, age and income All data give author all update information about the market and customer Statistic method helps author analytic and summary data to have clear insight about the market Research structure Apart forms the Introduction, the thesis includes five chapters Introduction Chapter 1: Literature review It includes some basic concept of internet marketing that the marketer had to know Chapter 2: Overview of internet marketing in Vietnam It provides all information about internet marketing factor as provider, internet user, email marketing, display advertising, social media and search engine marketing The research will show the development of Vietnam internet marketing Chapter 3: internet marking campaign for Jetstar Vietnam Chapter 4: Recommendation on internet marketing campaign of Jetstar and application for other airline Some conclusion and recommendation from the thesis will help the readers have clear sight about internet marketing and succeed in application in business CHAPTER 1: LITERATURE REVIEW This chapter will provide all basic knowledge of online marketing concept including online marketing tools as display advertising, Email marketing, social marketing and search engine marketing 1.1 Online marketing As the Philip Kotler define the marketing as “the process which companies create the value for the customers and building strong customer relationship in order to capture the value from customer in return” There are some different ways to define the online marketing but the main target of marketing is making and developing the connection between supplier and consumer to capture the value from customer in return for long time This thesis will cover the aspects of the marketing process that online channel and platforms can be leverage for, that we call online marketing Some tools of the online marketing are display advertising; email marketing, search engine, social media marketing 1.2 The advantage of online marketing Some advantages of online marketing are reaching, low cost, immediately respond, dynamic and creation, accessibility and controlling However online marketing also has disadvantages as:  Perception of the consumer, economic and social condition  Hard to tell if people are lying  Information Overload 1.3 The factors of internet marketing Author wants to talk about some important factors of online marketing as website, target customer, advertising measurement: “A website is a collection of related web pages containing images, videos or other digital assets” Some indexes are considerable when the marketers assess the website as page view, hit, technically, open tracker, bounce rate, time on site, and the growth rate of page views, new visits, and age of domain To help marketers valuate the website, many suppliers give the measure tool as alexa.com; googleranking.com Target customer of online marketing is the internet user So that, the characteristics of internet market and users affect online marketing campaign The main goal of online marketing is increasing the traffic of page or website These documents are checked and analyzed before and after implementing online marketing campaign Some factors that the marketers should be consider when they choose and value the effectiveness of online marketing tools as CPD, CPM, CPC The customer respond and CPC are highly appreciated in assessing effectiveness of online marketing 1.4 Online marketing tools 1.4.1 Display advertising “Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages” Display advertising content includes the text, logos, photographs or other images, location maps, and similar items When the marketers carry on online marketing, they have to make Suitableness between website content and the advertising content 1.4.2 Email marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fund-raising messages to an audience in its broadest sense, every email sent to a potential or current customer could be considered email marketing Applying email marketing can make long relationship with customer and the company Email marketing is popular because of several reasons: • Extremely cost effective due to a low cost per contact • Highly targeted • Customizable on a mass scale • Completely measurable To get high effectiveness in email marketing, the marketer often collects customer’ email carefully 1.4.3 Search Engine marketing “Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of, paid placement, contextual advertising, and paid inclusion” Search engine optimize (SEO) and Pay Per Click are way to SEM.SEO is “natural” strategy and PPC is “money” strategy The relationship between SEM, SEO and CPC the reader can know the detail thought the model of search engine marketing (Figure 2.6) Figure 1.6: The model of Search Engine Marketing (SEM) There are over 250 website which provide search engine service all over the world Google, Yahoo and Bing are the biggest search engine providers, it keep over 70% return of the search engine market Google is highly appreciated as the friendly and trustful helpful tool 1.4.4 Social Media Marketing Social media marketing is the newest online marketing tool through social media or web 2.0 There are some different definitions and argue related this term: Social media marketing is a recent addition to organizations integrated marketing communications plans Integrated marketing communications is a practice organizations follow to connect with their target markets Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion Social Media and Social Network are teams which related with Social Media Marketing closely Social media is media for social interaction, using highly accessible and scalable communication techniques A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of CHAPTER CONCLUSION The development of technique and the improvement of the infrastructure help the internet develop quickly The increasing of internet user and their time onsite make certain basement for the rapidly growth of the online marketing Open space with high information transformation speed also can make the disadvantages and advantages for marketers to control their information flows Any information appears, it always faces the negative and positive feedback from internet user as consumer The information’ crisis is happened because the marketer can’t control online information So that to get high effectiveness of internet marketing, the marketer had to understand the characteristic and habit of internet user; the disadvantage and advantage of each online marketing tool So, it is necessary to improve and update internet information and internet user characteristic to ensure the effectiveness of online marketing campaign CHAPTER 2: ONLINE MARKETING IN VIETNAM MARKET This chapter will describe clearly all factors of the online marketing in Vietnam, including online marketing tools, internet user, provider, media agency and the Vietnam internet growth rate 2.1 The development of internet in Vietnam and all over the world The First month of 2000, there are only 500 millions of mobile user and 250 millions of internet user all over the world Up to the first month of 2011, that number raised at billion mobile user and billion internet user – as announcement of Mr Hamadoun Toure – General Secretary of Internet Telecom Union That expresses the strong growth of internet market The quantity of domain or website of company rise quickly They become the symbol and priority of each company on the internet environment 2.2 Online advertising market in Viet Nam The author mentioned about main basic participations in the market: the publisher, an internet user, the company and the media agency Up to 12/2010 Vietnam had 127.364 of name.vn and becomes the first country which has the biggest quantity of the national domain in Asian To base on the main target or the website’s form, the author will have some classifications of website as following: Introduction; real life Information, Sharing; entertainment Now e-new website often have the biggest visitor quantity in Vietnam as VnExpress.net; Dantri.com.vn The survey’s result shows that, main activities of internet users are reading e-news and searching information Currently, e-new web sites have kept over 90% of Vietnam online advertising market share About 90% of internet users are living in Ha Noi or Ho Chi Minh City Most of internet users live in big cities with the average age about 29 year The internet time using is about 2h/day Now average growth rate of internet advertising market is about over 50% with main publishers who are FPT Online, VCcorp, VNG, 24h.com, Vinagame, yahoo, Google and FPT online is the biggest publisher Beside publisher, the media agency also joint the market to help brand overall online marketing campaign Total digital media agency is 10 about 30 units but made 50% grand revenue of this market Some factors help digital media agency develop quickly as follow: managing overall digital marketing with wide scale special with global brands, effectiveness management strategy; Value added service of Media Agency There are about 500 companies which participate in online advertising market The telecom industry is one of the industries which have the greatest budget for online market plan It is about 20 billion Vietnam dong The online marketing budget of the air industry is not high It is about billion of Vietnam dong 2.3 Internet marketing tool in Vietnam market 2.3.1 Display Advertising In Vietnam market, display advertising is still a favorite tool FPT Online – the owner of website http://vnexpress.net; http://ngoisao.net and http://sohoa.net , is the greatest publisher in Vietnam Market It is keeping over 45% of overall marketing share and total sale income And some other publisher is 24h Corp (the owner of http://24h.vn with near 35%) There are many dimensions of display advertising banner Each publisher often applies different banner dimensions which depend on their web site structure The dimension’s differences make some difficulties for advertiser when they implement advertising campaign on some internet tools Because they have to spent time and cost to resize the advertising banners to meet the dimension index of each website But now most of publishers follow the IAB standard which is consider to be international internet standard In Vietnam some wrong points also appear in the mind of marketer as:  The capacity and size of the display advertising banner is small so it is not effective Advertising art is making it become attractive event it is small  Online advertising is not much effective without crazy sale off Crazy sale off always attract the reader in short term but long term it is not realizable Online advertising also helps reader recognize the brand and access the information of firm easily  The online advertising banner will be more effective if it appears directly before the eyes the readers It is really wrong point of view 2.3.2 Email marketing 11 All internet users have email It is the first require when they want to use internet services Media agency will consult firm to make plan, provide tools to design email, send email and assess the email marketing plan totally Normally, media agencies only provide email marketing tool for white list White list mean that email list agree with internet user for receiving marketing email White list is essential require to implement email marketing without spam mail and to pass thought the Spam mail law of ISP and mail services provider Some recommendation for Vietnam small enterprise  Only sending email which belong the white list  Email content related receiver’s interest  Creating a perfect schedule mail and trying to track it  Idol time to send email to firm or officer is from Wednesday to Thursday and the best time is after 9.30am and 1.39pm  To be sure that receiver can reach advertising information with all browser  Do not use too many capital letters or punctuation in the title or the email content  Individualization email’s content: exactly full name of the receiver ensures reliability, attracted the attention of users  The title of the mail should be attractive and suitable The mail’s content should be brief and consistent with the brand identity  The email content include function that the readers have right to decide to accept or to refuse receiving next time 2.3.3 Search engines marketing Search engine have developed for over year in Vietnam with main search website are Google, Yahoo search and Bing.com Google search is the most popular search tool in Vietnam after year working To develop website though SEO is nearly new way in Vietnam All website push SEO to get high ranking to reach the internet user Some factors help website succeed in doing SEO as Updating information continuously; Optimization of technical systems; Combined with search engine providers; Provide support elements; Application of the support tool 12 Pay Per Click is favorite search engine tools in Vietnam that are provided by Google Adword, called money strategy It is easy for marketer to deploy and access SEO and advertising services Pay per click is still in the infancy because of the whole service and the businessman’s perception SE does not bring immediate results that bring long-term effectiveness with an irrelevant cost Some tip for Vietnam small enterprise wants to SEO  Making the website title tags, Meta Description and a list of keywords effectively  Please optimization the "copy" factors  To specify the frequency of the keyword’s occurrence in website copy  To create back link quality leads to your website  If there are more back links website quality, the search engines will increasing to use the Local Directory effectively  Creating sitemaps and Google Site Map Accuracy  Please add to the website content fresh and unique steady pace 2.3.4 Social Media marketing Social media is still pretty new concept in Vietnam market This media tool broke out year ago when Facebook penetrates in Vietnam and many Vietnamese social network set up The effectuations of Facebook make the changes of social media concept and the marketer’s perception in Vietnam market Nowadays, the biggest social network in Vietnam market is Facebook is considered friendly and convenient for the users Some other social networks have designs or functions same Facebook Beside Social network, forums appear early and develop strongly as forum of photographer, car, mommy & kid, tourism, etch…Some forums have long time exist and big member quantity with their great affectation to online community Social media is carried on with the internet user’s activities so that it often related an individual feature Recognizing the role of social media but it is not easy for enterprises to exploit social media tool and implement social media campaign Recently, Hennessey Artistry is considered as a successful case in application of social media in Vietnam Hennessey Artistry is annual music event of Hennessey brand Social media campaign is 13 implemented with wide internet scale through forum, activities on specific website, fan page, effective person ex.… one of the most successful factor of Henessy campaign is make it be alive and attractive It makes motivation for internet user to joint Hennessy activities online CHAPTER CONCLUSION Vietnam online advertising market have more than 10 years development and being improve with full participate of internet marketing tools The growth rate average is over 50% per year, the revenue of internet advertising account for 10 total revenue of total industry To compare with the globe market or the developing countries, Vietnam is also in the first stage of internet advertising development So that expected growth rate average is from 70% to 100% With participation and development of all factors in the market as publisher, media agency and internet user, internet advertising market become more exciting and competitive It is easy to copy advertising product or services and idea The changes of technology continuously require publisher or media to have plan improve knowledge to meet the changes of the market The consumers become smarter in protect them from unexpected advertising information So to attract online community, the marketers are creative and constant change 14 CHAPTER ONLINE MARKETING CAMPAIGN FOR JETSTAR VIETNAM This chapter will show the way they online marketing and help to readers have overview about its campaign 3.1 Executive summary In Vietnam market, Airline industry has work since 1957 And up to now local airline firms have permission to exploit domestic market such as Vietnam airline, Jetstar pacific, Viet Jet Air, Indochina Airline, Mekong Airline, Vasco, and Vietstar Airline But now there are only companies really work in Vietnam market are Vietnam Airline, Jetstar pacific and Mekong, Vietjet airline Vietnam airline is leader and Jetstar Vietnam is unique presentation of low cost airline in Vietnam Airline industry 3.1.1 Online marketing campaign 3.1.2 Market research Two main target market of Jetstar are Business and Leisure Their market’s growth is over 20% annually The profile of Jetstar Pacific customer consists of the following geographic, demographic, psychographic, and behavior factors The Jetstar brand stands are identified as accessible low prices, integrity, inclusiveness, competitiveness, people-focused (both staff and customers), and innovation The three main competitors in domestic market: Vietnam Airlines, Mekong Airlines (new entrant),Viet Jet Air (new entrant from November, 2011) Vietnam Airline and Mekong Airline are the main rivals of Jetstar and compete directly in the market The reader can see the strong point of each unit as table below Table 3.4: Competitor Analysis Criteria Jetstar Pacific Vietnam Mekong Airline Ranking of (The market share biggest) Main target Leisure segment Business Leisure customer Segment Segment Domestic Much more 15 destination National Destination Price Much more Less The highest Middle Service Low commitment Website Capital structure High commitment The most Information convenience and enough useful for customer and partner Foreign and own Own state state Information enough Joint stock company 3.1.3 Online marketing campaign Jetstar had 1.991.545 passenger in 2009 The number of passenger still rises and achieve 25% market share by the end of 2011 The big marketing objective in 2012 is getting 30% market share, specially making growth of total sales through internet transaction Second marketing target is increasing brand awareness Total marketing budget count for 3% total revenue of Jetstar The online marketing budget rise annually Because they expand online marketing tools with higher price , it showed on table follow Table 3.5: The budget marketing Year 2008 2009 2010 2011 Percentage 10 20 40 60 (%) Jetstar carries out the online marketing on wide scale immediately when they penetrate in Vietnam marketing All online marketing campaign of Jetstar can show as bellow Table 3.6 Assessing the effectiveness of Jetstar Internet Marketing Campaign 16 Display advertising Email marketing Search engine marketing Social media Marketing Budget rate Brand indentify ROI 60% 4% 30% 6% ( the best) Media Agency TV Plus Respensys Australia agency ( the best) Clever ads Clever ads Publisher vnexpress.n et ngoisao.net dantri.com.v n Branding awareness Target detail Google.co m Rising from 350.000 to 500.000 regular email Mention: rank from to express priority prosition of each tool or effectiveness level of each tool Jetstar Vietnam uses Media agency to reduce the cost of human resource So there are only staff for all marketing activities Social media don’t use so much in Vietnam, Because Social network newly appears and buzz since year ago 3.2 Evaluation on effectiveness of internet marketing campaign 3.2.1 Surveys on quality service To value the effectiveness of online marketing campaign the author has conducted a small survey in cities of Hanoi, Haiphong and Ho Chi Minh City, Da Nang with 165 participants According the survey’s result, most interviewers are young with age being from 22 to 35 (about 90%) This customer’s group has high demand of the movement and consumption in society We can see it the reason that they choose the airline as transportation: 81% using 17 airline services for travelling, 64% for job, and 21% for visiting family or friends About 92% of the interviewers have used airline services and over 60% of interviewers use it over time So they have clear perception of the airline services Most interviewers used services of Jetstar (99 choices) and its’ rival Vietnam Airline (151 choices) Three main reasons that customer choose Vietnam Airline, are destination, safety and just in time factor Most of interviewers think that low cost airline can reduce the safe services That wrong perception can makes scare of using its services Even this point of view also appears on perception of people who has never used it It is the biggest difficulty that Jetstar must to past if they want to expand market share in Vietnam The quality of services and flight on time are factors that customer’s hope Jetstar will improves as soon as possible The website of Jetstar is assessed highly about design, sitemap and function This is the biggest advantage of each low-cost airline as Jetstar It helps consumer access information and services easily I also help Jetstar reduce some unnecessary cost as distribution cost or print cost or some back office cost Now the consumer access Jestar’s services though main ways: display advertising, friend references and accessing Jetstar site directly This is the result when Jetstar concentrate in display advertising and email marketing campaign Search engine or social media tools don’t express the role of connecting between Jetstar website and its customers 3.2.2 Some successful factor of Jetstar campaign 3.2.2.1 The connection of factors: customer, services and communication  Clear Identification of potential customer characteristics  Assessing and selecting suitable online marketing tools or publisher  Application continuously longtime online marketing campaign It help the customer recognize it brand name and make their habit when they want to find information  Building brand recognition standard system as typical color is orange, slogan is “ commitment of the cheapest price ticket” 18  Using consultants of professional media agencies They help Jetstar have the best accessing of each provider and online market  It uses many all online marketing tools together so it makes widen cover on internet It can make their strong point to make competitive advantages  Building stable technique system for online activities of the customer it is easy and comfortable for customer to access website, search information and buy services ( including payment) Table 4.12: the model of Jetstar Relationship 3.2.2.2 Flexible display advertising  Design & idea: attractive  Using typical color, image in all over online marketing campaign  Changing content to refresh of advertising banner and attract reader ( frequency is about week  Classification of display advertising publisher: main current publishers are http://vnexpress.net; http://dantri.com.vn http://ngoisao.net  Checking and assessing effectiveness of advertising campaign regularly to have changes in time 3.2.2.3 White email Marketing  Building the email data: All mails are white list to ensure all mail will be inbox of all the receivers  Design the marketing email: 19  Identification of sender name: Jetstar Pacific  Clearly subject of email  Timely regular as Friday weekly, special occasion as birthday, special memory days of nation  Simple, light content design makes comfortable for customer to download  Sender can stop if they don’t want to receive information  Using email services of professional provider All transaction on website, buyers have to sign by email and all their decision will be confirm by email 3.2.3 Some weakness of Jetstar Internet Marketing Base on the result of analytics all factors of Jestar’s internet marketing campaign and the perception of Jestar’s customer, in the writer’s opinion SEO and Social marketing are limited factors of Jetstar in Vietnam marketing CHAPTER CONCLUSION The analytics of Jetstar marketing plan and the survey result showed the strong and weak points of Jetstar The biggest successful factors of Jetstar are building the good model internet marketing and implement it professional with closely service process on internet Jetstar display advertising and email marketing well It gains some the goal but to enrich the competitive Jetstar need to increase its strong point and improve the weak point The great difficulty for Jetstar is the perception of customer Jetstar can’t control them This problem can be solved when they deal with social media and search engine well 20 CHAPTER RECOMMENDATIONS FOR JETSTAR INTERNET MARKETING CAMPAIGN AND APPLICATION FOR OTHER AIRLINES By the research’s result, the author wants to give some suggestion for Jetstar to improve of its weakness in Social Media and Search Engine Optimize 4.1 Recommendations on Search engine To implement search engine services of Google in the long time To hold all key words related airline services as: aircrafts, cheap ticket, quality, airline or airline services… To make connection with other reputable website on the market to improve the believable and the display in the result of searching 4.2 Recommendations on Social media Orientation information: o Acknowledgment of operational mechanism of low-cost airline as Jetstar Viet Nam o Information related safety, quality services and destination of Jetstar Viet Nam o Promotion Campaign Pushing information on newspaper (including e-news site) which have influence on customers of airline market Making event on the internet environment to make to make influence and perception of customer about Jet star’s services To participate in travelling forum Stabling internet contest for customer to study acknowledgment of Jestar’s brand and to give them chances to use and to assess services Setting the fan page of Jetstar to provide information to customer quickly 4.3 Application for the other airline To identify of their target and potential customer Building brands recognize standards and use it all online marketing activities as color, image Making connection of all internet communication tools Building technical system to access the effectiveness of online marketing tool 21 Building online advertising campaign in long term Updating internet information and technique regularly because of the continuous internet environments’ changes It is better to use consultant services of the professional advertising agency in making and deploy online marketing campaign in long term Arrangement of priority position of internet marketing tool, based on Service and product life cycle Table 4.1: The role of the internet tool for internet marketing campaign Display ad Email SEO Social Marketin marketing g Cost The highest Lowest Low Low Technical Simple Normal The Normal requirement highest Provider main 10 Under website provider provider Effectiveness Brand Brand ( Brand Brand Promotion habit, connectio n) Duration Long or Longtime Longtime Longtime short Recommendati Classificati Using Applicati Classificati on on of white on of on of publisher email list SEO publisher Using Design since Using advise of mail launching media media website agency agency services 22 Production lifecycle ( priority number): is the greatest priority, is the smallest priority Marketing introductio n stage Growth stage Maturity stage Saturation and decline stage All suggestion can help Jetstar Vietnam to improve the effectiveness of online marketing campaign Some recommendation for Jetstar can apply for other airline company or other company that business with the high sensitive services How to apply display advertising, email marketing, social media can become the interesting subject for other research But in fact, the effectiveness of internet marketing campaign also depend on some factors outside as the level of the product attractiveness, the effectiveness of other communication tool as TV channel, news-paper, event, PR activities The consumer’s characteristic and all online marketing tools always change, so marketers have to keep update the new reference information 23 ... really work in Vietnam market are Vietnam Airline, Jetstar pacific and Mekong, Vietjet airline Vietnam airline is leader and Jetstar Vietnam is unique presentation of low cost airline in Vietnam Airline... of Jetstar in Vietnam marketing CHAPTER CONCLUSION The analytics of Jetstar marketing plan and the survey result showed the strong and weak points of Jetstar The biggest successful factors of Jetstar. .. priority number): is the greatest priority, is the smallest priority Marketing introductio n stage Growth stage Maturity stage Saturation and decline stage All suggestion can help Jetstar Vietnam