Social media and media ad marketing plan for 0 degree green tea in 2012

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WORD OF WARANTEE

I undertake that this is the project of my own. Figures and result which are

mentioned in this project are righteous.

Project Author

Nguyen Xuan Duy

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ACKNOWLEDGEMENTS

Firstly, I would like to thank my tutor, Dr. Hoang Thi Phuong Thao for the

support and advice, continuous guidance, has kept me carrying out my thesis.

Without such guidance and assistance, I could not have finished my thesis on

time.

I would like to express my deep gratefulness to all Professors of Solvay

Business School who directly conducted this program to us. This course gave

me a lot of useful knowledge about Marketing and Business Management that

would help me to keep always on the right track of my professional work in

the future.

My uttermost thanks go to my study group in MBMM5 class, whom I could

get endless experience and mental support; also to my family, colleagues and

friends, who listened to my ideas and encouraged me in completing this thesis.

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TUTOR’S COMMENTS

Author has a quite clear objective for this final project, a logical review of

theory linking to a concrete practice action plan.

The thesis follows a good structure, from the approach of problem to solutions

with reliable statistic from reputation sources.

I highly appreciate author in the way of using database of professional

company and making a proper analysis about a new market of advertising￾digital advertising. The digital marketing plan is coming from the reality and

close to the requirement base on the standard needed of brand.

The introduction about literature review has supplied a full picture of digital

market - it’s enough information to make a digital marketing plan with social

media and media ad channels.

In general, this thesis meets the requirement for a final project of MBMM

program. I hereby propose this thesis to be presented to the jury’s board.

HCM City, March 2012

Dr. Hoàng Thị Phương Thảo

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EXECUTIVE SUMMARY

Marketing department THP Corp do the digital marketing activities for 0

degree green tea to help this brand increase the awareness in market from 18-

25 years old which was considered the most effective platform. And within

this project focus on social media marketing and Media Ad marketing are

emphasized as the most popular and useful tools on digital marketing.

Within the social media marketing – this project will go through the

information about the activities of online users interact with social network,

the budget and ROI when you spend money on it, which is the powerful social

network in Vietnam – all the activities will go together within Fan site

Management, Online Contest, Hot Blogger, Apps on social network, viral

clips, media sharing network.

Within the Media Ad marketing – this project will go through some market

analytics to finalize which places is the most effective and suitable for our

target audiences, beside that we will cooperate with some third-party to

tracking the effect of campaign look for their suggestion and preparing for the

production team ready the concept and information for online booking banner.

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Contents

Chapter 1: INTRODUCTION ....................................................................................... 1

1.1 Rationale of the study ................................................................................... 1

1.1.1 Industry’s Background: ......................................................................... 1

1.1.2 Company Overview: ............................................................................. 2

1.1.3 Problem statement: ................................................................................ 3

1.2 Objective of the study ................................................................................... 4

1.3 Scope and limitations .................................................................................... 4

1.4 Methodology ................................................................................................. 4

1.4.1 Data collecting: ..................................................................................... 4

1.4.2 Data analysis: ........................................................................................ 5

1.5 Structure of the project: ............................................................................... 5

Chapter 2: LITERATURE REVIEW ............................................................................ 6

2.1 Digital Marketing: ......................................................................................... 6

2.2 Social media marketing ................................................................................. 7

2.3 Media Online Marketing ............................................................................... 8

2.4 KPI for digital marketing tools....................................................................... 9

2.5 Chapter Summary ....................................................................................... 10

Chapter 3: SITUATIONAL ANALYSIS .................................................................. 11

3.1 MARKET OVERVIEW ............................................................................. 11

3.1.1 Macro environment ............................................................................. 11

3.1.2 Micro environment .............................................................................. 15

3.1.3 Digital channels Analysis.................................................................... 16

3.2 MARKET SHARE ANALYSIS ................................................................. 24

3.2.1 Mass market ........................................................................................ 24

3.2.2 Youth market ...................................................................................... 25

3.3 Chapter Summary ....................................................................................... 27

Chapter 4: THE MARKETING PLAN ....................................................................... 28

4.1 MARKETING OBJECTIVES .................................................................... 28

4.2 SWOT ANALYSIS: ................................................................................... 28

4.3 TARGET MARKET: .................................................................................. 29

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4.4 MARKETING STRATEGY ....................................................................... 30

4.5 Action Plan: ................................................................................................ 31

Action plan of Social Media Marketing: .............................................................. 31

Action plan of Media Ad Activities: ..................................................................... 41

4.6 Human Resources: ...................................................................................... 48

4.7 Key Performance Indicators & Budget: ...................................................... 50

4.8 Campaign Controller: .................................................................................. 53

1. Websites: ........................................................................................................ 58

2. Books & e-books: ............................................................................................ 58

APPENDIX ................................................................................................................ 59