(Luận văn thạc sĩ) implement marketing communication at multi service application company naya

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION DISSERTATION MAJOR INDUSTRIAL MANAGEMENT IMPLEMENT MARKETING COMMUNICATION AT MULTI-SERVICE APPLICATION COMPANY NAYA ADVISOR: NGUYEN THI LAN ANH STUDENT : NGUYEN THANH BAO STUDENT ID: 16124209 STUDENT : DUONG GIA KHANH LINH STUDENT ID: 16124035 SKL 0 7 HO CHI MINH CITY, 28TH NOVEMBER, 2019 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY GRADUATION DISSERTATION TOPIC: IMPLEMENT MARKETING COMMUNICATION AT MULTI-SERVICE APPLICATION COMPANY NAYA Student : Nguyen Thanh Bao Student : Duong Gia Khanh Linh Student ID : 16124209 Student ID : 16124035 Class : 2016 Major : Industrial Management Advisor : Nguyen Thi Lan Anh, M.A Ho Chi Minh City, 28th November, 2019 EVALUATION FROM DISSERTATION ADVISOR Ho Chi Minh City, … December, 2019 Dissertation Advisor i EVALUATION FROM DEFENSE COMMITTEE Ho Chi Minh City, … December, 2019 Defense committee ii ACKNOWLEDGEMENT First and foremost, we would like to express our acknowledgement and sincere gratitude to the lectures of Ho Chi Minh City University of Technology and Education, especially the lecturers from the Faculty of High Quality for instructing and teaching valuable insights during our academic years, the knowledge will be beneficial and helpful for our career in the future Furthermore, we want to express our sincere appreciation to Ms Nguyen Thi Lan Anh our advisor She has devoted herself to advise us during the writing of this paper and thus helped us create a proper thesis Our thanks also go to the Director Board of Naya JSC who has provided us the opportunity to acquire real work experience, and the people from the company who have given us wholeheartedly guidance and support in both aspects of knowledge and skill With your help, we were able to experience a welcoming and friendly work environment Due to our lack of experience during the internship and our limited reasoning skill, shortcomings in this thesis are unavoidable We hope to receive comments from you to improve our knowledge in this field of study Lastly, we would like to send the best wishes dear lecturers, the Director Board and everyone from Naya JSC We wish for you all be successful in life With utmost respect and gratitude Ho Chi Minh City, … December, 2019 Student iii Student LIST OF ABBREVIATIONS ACRONYM EXPLANATION Ads Advertisement CEO Chief Executive Director GDN Google Display Network GIF Graphic Interchange Format HCMC Ho Chi Minh city HCMUTE Ho Chi Minh University of Technology and Education IT Information Technology KOL Key Opinion Leaders LCD Liquid Crystal Display SEO Search Engine Optimization iv LIST OF TABLES Table 1.1 Services provide by Naya app Table SWOT analysis of Naya company 15 Table Components of Marketing communication tools 32 Table Competitor of Naya application 39 Table Characteristics of target partner and customer of Naya app 41 Table 3 Detailed timeline of NAYA workshop 44 Table Advertisement cost of posts on CafeF and ICT News 48 Table Result of articles post on ICTNews and CafeF 50 Table The price of Naya posting on news program 52 Table Statistical data on service demand from interviewees 59 Table Problems in the workshop and possible explanation, solution 61 Table SWOT Matrix and Strategies for Naya Company 65 Table Estimated budget for placing booths in places in a month 68 Table 4 Quotation of KOLs corresponds to the post and PR field 71 Table Recommend Micro-influencer from different fields 71 Table Provisions on referrals and referrals in the promotion 72 Table Quotation of post PR online by agency 83 Table Total budget plan base on suggest Marketing communication activities 84 v LIST OF FIGURES Figure 1.1 Naya company logo .4 Figure 1.2 Organizational structure of Naya company Figure 1.3 How to search information on Naya app Figure 1.4 How to get a quote on Naya app 10 Figure 1.5 How to upload pictures for references on Naya app 10 Figure 1.6 How to select location on Naya app 11 Figure 1.7 A protocol message with partner on Naya app 11 Figure 1.8 Expected Customer Journey while develop Naya App 12 Figure 1.9 Expected Sales of Naya company 2019 – 2022 12 Figure 1.10 Marketing organizational chart at Naya company 13 Figure 2.1 The communications within marketing mix 18 Figure 2.2 Conceptual model of Integrated Marketing Communications 19 Figure 2.3 The Purchase Funnel 26 Figure 2.4 Steps in developing effective communication 27 Figure 2.5 Example of feedback measurement results 34 Figure 3.1 The essential data of mobile, internet, and social media use in Vietnam updated in January 2019 36 Figure 3.2 Application trend in Vietnam in 2019 37 Figure 3.3 Market Segmentation by demand 38 Figure 3.4 Mr Jun Choi Mun – Founder of Naya app, presenting Mission and Vision of the company 46 Figure 3.5 Naya staffs taking pictures with participants in the workshop 46 Figure 3.6 Article about Naya app on ICTNews 47 Figure 3.7 Article about Naya app on CafeF news 48 Figure 3.8 Traffic information of CafeF 49 Figure 3.9 The average page-view per month of different categories 50 Figure 3.10 Image taken from the news about Naya application on HTV9 51 vi Figure 3.11 Coupon promotion on the cover of Naya Facebook page 52 Figure 3.12 Making posts on Facebook using partner pictures 53 Figure 3.13 Partner stories on Naya Facebook 54 Figure 3.14 Interview campaign in HCMC central 58 Figure 3.15 Statistical data on service demand from interviewees in percentage 59 Figure 4.1 A protocol booth to place at public places 66 Figure 4.2 A protocol standee and gifts for games and downloads 67 Figure 4.3 Picture to promote about the contest 74 Figure 4.4 A protocol of LCD – Frame advertisement 75 Figure 4.5 A protocol of placing Naya logo in partner’s hair salon 77 Figure 4.6 Target by topic and related keywords on YouTube 78 Figure 4.7 Target by Placements on YouTube 78 Figure 4.8 An example of In-stream Ads on YouTube by Ponds 80 Figure 4.9 GDN advertising space on a website 81 Figure 4.10 Display space of GDN on different theme 81 Figure 4.11 Promotion design for General campaign for Google Display Network 82 vii TABLE OF CONTENTS EVALUATION FROM DISSERTATION ADVISOR i EVALUATION FROM DEFENSE COMMITTEE ii ACKNOWLEDGEMENT iii LIST OF ABBREVIATIONS iv LIST OF TABLES v LIST OF FIGURES vi TABLE OF CONTENTS viii PREFACE 1 REASON FOR THIS RESEARCH RESEARCH OBJECTIVES SUBJECT AND SCOPE OF THE RESEARCH RESEARCH METHODS RESEARCH QUESTIONS DISSERTATION STRUCTURE CHAPTER 1: INTRODUCTION OF NAYA COMPANY AND MARKETING DEPARTMENT 1.1 Overview of Naya company 1.1.1 General information 1.1.2 History and development 1.1.3 Vision and mission 1.1.4 Scope of activities 1.1.5 Organizational structure viii CONCLUSION At the time when information technology is developing and mobile application development are faster than ever, it is the best era for Naya to grow in Vietnam Being a mobile app start-up, the company wants to build a good brand image to reach customers in the very difficult in the early stages Understanding that problem, Naya Joint Stock Company always puts the role of Marketing team and pays attention to strategic directions to be able to deliver the best Marketing communication message After months working in the company as a Marketer, we recognize the limitations of the strategies that have been implemented and propose strategies that are more feasible, bring more positive impacts The new strategies can cover the brand identity of Naya multi-service applications throughout the area of Ho Chi Minh City In general, this dissertation suggests 10 solutions for Marketing communication activities in the future, which includes Placing booths at public places, co-operating with famous stars, working with KOLs on social media platforms, promote Referral Promotion, organizing touching story contest, using frames and LCDs, involving partners in the promoting brand Naya, using YouTube, Google Display Network advertisement and posting on famous newspapers We believe these solutions will help Naya to finalize the cost disadvantages of the previous strategies, make a huge impact in enhancing brand awareness in the market and build the reliability of customers and partners 85 REFERENCES American Marketing Association (2017), Marketing Available: definition https://www.ama.org/the-definition-of-marketing-what-is-marketing/ Arens, William F., Weigold, Michael F & Arens, Christian (2011) Contemporary advertising and integrated marketing communications Boston: McGraw-Hill Irwin Blythe, Jim 2006.Essentials of marketing communications Harlow: Pearson Chartered Institute of Marketing, London (2006-2007) Lecture Manual on Marketing Communications "University Of York Introduction To Marketing" (PDF) Retrieved 10 October 2019 David, F.R (2009) Strategic Management: Concepts and Cases 12th ed FT Prentice Hall Fill Chris, Fill Karen (2005) Business to business 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23 Percy L & Rosenbaum-Elliott R (2012) Strategic Advertising Management 4th ed Oxford: Oxford University Press Silvers, J (2012) Professional Event Coordination 2nd Edition United Sates of America: John Wiley & Sons, Inc Smith, P R., Zook, Ze (2011) Marketing communications: integrating offline and online with social media London: Kogan Page Stokes, David, Wilson, Nick (2010) Small business management and entrepreneurship Hampshire: Cengage Learning EMEA 87 APPENDIX Appendix 1: Analyze the micro-economic of Vietnam by Porter’s Five Force Analysis Threat of New Entrants For Naya, the threat of new entries into the market is taken to be moderate In a nutshell, it’s like there are not many barriers to entry, therefore, any application can pop up and compete with Naya In fact, Naya has just been around for months, but it is also well financed and covers almost every district of Ho Chi Minh city For any new entrant that become a serious threat, it must first invest millions of dollars into the company as well as building up great brand awareness Bargaining Power of Supplier In relation to Naya, the bargaining power of suppliers is negligible since they control both the supplier and the clients This makes it difficult for individuals trying to approach to their clients with no other alternative way to connect with customers using the Naya app In Naya, the supplier is the one who provides services to clients; they are the individuals or team that run the business Since Naya partners form the basic level they provide the potential customer services that are required On its part, Naya works closely with the partners so that they can avoid problems with the clients In the future, due to the development of online payment, Naya can reach a large number of customers by collaborating with variety of online payment providers, such as: Momo, Air Pay and Viettel Pay… Intensity of Rivalry Rivalry among existing companies that provide the same services as Naya is either moderate There are not many high-quality Naya competitors with excellent networks and websites that are similar to Naya websites Applications such as bTaskee, WeFit, Tidy, and Sayyou are working around the clock to overthrow Naya from competing in the market For instance, Btaskee, this is a 2-year 88 old tech driven company, bTaskee is a leading company in the cleaning service sector in Vietnam Btaskee allows both user and cleaner to directly book and confirm tasks via bTaskee application To handle the threat from existing competitors, Naya has been expanding its existing system in terms of multi-service and maximizing the benefits of the sharing economy through the Big Data Analysis System Threat of Substitute Social Networking Site – Naya considers these as the most competing products in the market that are growing at a much faster rate Besides, they are readily available and well-known by most users to use Since Naya come to existence, social networking site have realized the shift in consumer preferences owing to the availability of the modern social-oriented products and even more functional applications It can be said that the threat of alternative products is pretty high since the switching costs are non-existence for individuals who use Naya They can easily choose the alternatives without any serious consequences Moreover, Naya has continued to provide convenience and comfort to not only tenants but also the specialty providers As such, Naya is confident that customers will continue using their favorite service providers Naya Bargaining Power of Consumers In relation to Naya, Naya’s target customers range from 18 – 40 years old The bargaining power of customers is currently high due to the broad range of services they can choose from such as location, price, and partner ratings Economic growth has played a role in improving sharing economy across the country In comparison to other available options like social networking site, Naya is considered as a trustworthy alternative for most users In addition, clients have price negotiation function of the services with the Naya’s partners on Naya app so they can deal a reasonable price 89 Appendix 2: Analyze the macro-economic of Vietnam by PESTEL analysis Political factors Vietnam is one of the most politically stable countries in South East Asia Its leadership does not welcome riots Although, last year, there were high-profile protests to express public disagreement to the Special Economic Zones – Phu Quoc Since January 2019, Cyber Security Law, which requested greater compliance of international service providers to set up local offices and store data locally Economic factors Ho Chi Minh city’s GDP per capita is 6,300 USD Accounting for one-third of Vietnam’s GDP, this dynamic city is on broadly seen as one of the fastest developing markets for technology and manufacturing in the region As a result, it is safe to say that Ho Chi Minh city is a potential market for any business Moreover, the annual inflation rate in Vietnam increased to 2.24 percent in October 2019 from 1.98 percent in the previous month, which is acceptable A recent survey by Google and other digital firms valued Vietnam’s digital market at $9 billion in 2018, which is estimated to rise to $30 billion by 2025 In the coming time, the government plans to put enterprises at the center of its innovation effort, supporting local tech firms in developing digital platforms and through the digital transformation process In Ho Chi Minh city, Airbnb is a typical example of the sharing economy, next to the long-line up of platforms such as transports service (Grab, Goviet, Uber, Bee), labor (Vietnamwork, Timviec365, CareerBuilder), Food Delivery (Now, Grab, Bee, Goviet, Vato) Market researcher Nielsen Vietnam noted that 76 per cent of Vietnamese people like using “shared products and services”, compared to 66 percent globally, and this has created fertile grounds for the sharing economy phenomena Social factors Ho Chi Minh city’s trade scene is exceptionally energetic and captivating with youthful workforce with the medium age of 31 The unemployment rating in Ho Chi Minh City is 5.45%, which is remarkable low compared to other cities in Vietnam There are over a million of youthful individuals coming into the labor market each year This education90 oriented and energetic era is a vital factor contributed to a solid start-up culture and a strong entrepreneur community It is the combination of social vibe, thriving start-up environment, and the concentration of cutting-edge firms and innovation that draw talented people to Ho Chi Minh City However, the labor force is still under-skilled Numerous Vietnamese laborers still lack of aptitudes such as: language, technical and soft skills Foreign firms find it difficult to enroll C-level employees such as directors, managers, executives, etc Top positions cannot be fulfilled due to the lack of advanced management skills and essential knowledge in law and financial fields (Vietnam Briefing 2019.) Technological factors Vietnam is ranked 14th in the world for the number of internet users and 98 percent of the total internet users have already made purchases online The government has endorsed numerous plans and projects that support telecommunications and information technology in the near future, especially the Prime Minister's decision on “Approving the strategy on Vietnam information and communication technology development till 2010 and orientations toward 2020” and “Approving the scheme to early make Vietnam a country strong in information and communication technologies” In 2019, Ho Chi Minh city has a population of million along with the enormous development of technology due to its rapid economic growth Moreover, 60% of the population are using smartphones and experiencing 4G/3G services With the development of the sharing economy, Grab, GoViet, Tada, Baemin and Now Delivery have been on-trend in Vietnam application market Commercial transactions, products and services that used to be provided via websites or offline channels can now be accomplished on mobile device application Environmental factors Ho Chi Minh city is one of the most contaminated city in Vietnam because of high population density and excessive transportation (New America Media 2019) Pollution 91 remains associate unsolved drawback for both citizens and the government However, people in Vietnam are more and more aware of the surrounding environment However, in spite of the growing awareness of people on visible environmental problems, there are still a big number of people not acknowledge how important the surrounding environment is in their everyday activities Therefore, people will not pay attention to the invisible environmental benefits that the sharing economy would bring Last but not least, natural disasters seldom hit Ho Chi Minh city, which create its stability Legal factors Following the plan, the government would put measures in place to protect lawful rights and responsibilities of parties joining the sharing economy, including service providers, users and companies providing necessary platforms However, there is the fact that, sharing economy is not a separate part of the economy, while there must be a change in the mindset of state agencies to catch up with the advancement of digital economy and the Fourth Industrial Revolution, as well as raising awareness and capabilities of enterprises, provinces and the people on sharing economy 92 Appendix 3: Quotation post on newspapers Brand Media Info Target reader Traffic Price Advertising Category Price Note - Web Banner Mainly marketer, Brand Builders; Brands Vietnam 50% of age 22 - 35, 40% of age 16 - 22, 10% of others - Press Release / Sponsored 800.000 sessions Articles 1.600.000 page- - PR / Free Recruitment News views - Sponsored Box 500.000 users - Agency Networks 40.000 registered Standout in 14.000.000 VNĐ homepage for days - Campaign Case-studies users - Agency Networks - Brand Camp e-Learning 900 million page- Tuoi Tre News Young generation, age: 20 - 45 views per month 10 million pageviews per day (20% foreigner) - Media - Travel - World - Culture - Law - Sport - Business - Education -Technology - Science - Health 93 15.000.000 VNĐ Position: Categories Page Level Traffic: 1,2 billion per month: * According to - Many types of age, mainly 22 - 50 - Both Vietnamese and VN-Express foreigner - Many fields, interested in what happening in life device: - Video - Life - Desktop/laptop: - News - Law 49% - View - Education - Mobile phone: 44% - Business - Travel - Mac-book: 7% - World - Bike * According to - Sport - Funny location: - Health - Deep talk - Reader in Viet 25.000.000 VNĐ Position: Category: News 4, - Entertainment Nam: 85% - Reader in foreign: 15% - Many types of age, Thanh Nien News mainly 25 - 50 - Many fields - Both Vietnamese and foreigner 46 million users - Video (13% foreigner) - Event 32 million page- - World views per day in 173 - Sport countries, - Education 190 million per week - Business (34,6 million per - Real Estate week in mobile) 94 - Volunteer Position: - Culture Homepage, type - Entertainment - Law - Health 15.000.000 VNĐ Size: 300x250 Position: Medium - Bike Rectangle 2, - Love Categories Men account for 35% Women account for Kenh14 65% Mainly about showbiz, entertainment ICT News - Star 131.735.242 visits - TV show 32.533.082 visitors - Cine 536.148.352 page- - Music views - Beauty and Fashion 30.000.000 VNĐ Position: special news on home web - Life 75% readers are male; - Electronics and 90% of them are aged Telecommunication - Technology trends 25 - 55 48 million page- 83% readers work in views per month telecommunications, IT, 28,6 million visits per mobile phone month - Start-ups, Enterprises - Digital and mobile world - E-Government 50% are students from - Games technology universities - Digital World - Mobile World 95 10.000.000 VNĐ Position: Categories Page Level Appendix 4: The total cost of Naya workshop Contents Quantity Unit Printing cost (Design, Unit Total price (VND) Package 3.785.000 3.785.000 Session 800.000 4.800.000 Session 200.000 1.200.000 Flowers Package 4.000.000 4.000.000 Tea-break cakes Session 500.000 Photographer Session 1.300.000 2.600.000 Rent equipment Day 1.110.000 3.300.000 Ice and paper cup Session 55.000 Material for Presentation Package 60.000 60.000 Delivery fee Time 145.000 145.000 Singer Song 200.000 1.200.000 Allowance for staffs 24 Shift 150.000 3.600.000 logo mica, hashtag forms, documents) Fruit Drinks Material for tea-break Soft-drink, café, tea TOTAL 3.000.000 330.000 28.020.000 96 Appendix 5: Quotation of communication tools by agency NO TOOL DESCRIPTION FORMAT UNIT UNIT QUAN TOTAL PRICE TITY COST VND A YOUTUBE YouTube Promote TVC 15s True view Ads Ads that can be skipped after instream CPV 200 650.000 ESTIMATE KPIs 130.000.000 Impression View 130.000.000 2.166.667 650.000 92.400.000 Impression Click 92.400.000 30.800.000 30.800 273.500.000 Impression View 273.500.000 1.000.000 3000 seconds B GOOGLE DISPLAY Google - Website to the belonging Google 300*250 Display advertising system (90 percent of 728*90 Network all website in Viet Nam) 160*600 CPC 3.000 30.800 - Use the set up technique to remove the robot automatically viewing the ads, avoid the advertiser has losing cost - Remarketing C DESIGN 15.000.000 MATERIALS Design Design materials and banner weekly/monthly report Key visual 15.000.000 F KOLs KOLs Optional Package 97 273.500.000 15.000.000 TOTAL ESTIMATE KPIs TOOLS BUDGET RATIO (VND) Impression 34.216.667 DISPLAY ADS 92.400.000 15,98% View (YouTube + Facebook) 774.980 YOUTUBE 130.000.000 22,49% Click 149.700 SOCIAL 67.250.000 11,63% KOLs (Optional) 273.500.000 47,31% PRODUCTION 15.000.000 2,59% TOTAL 578.150.000 100% =>Cost per impression to 16,5 target customer (VND) 98 ... of communication marketing - To analyze and assess the current state of communication marketing at the multi- service application company Naya - To suggest solutions for boosting communication marketing. .. researching about how marketing is carried out at the company, the research team decided to choose ? ?IMPLEMENT MARKETING COMMUNICATION AT MULTI- SERVICE APPLICATION COMPANY NAYA? ?? as the topic for... EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY GRADUATION DISSERTATION TOPIC: IMPLEMENT MARKETING COMMUNICATION AT MULTI- SERVICE APPLICATION