Social media strategy to enhance brand awareness of EUGICA

HO CHI MINH CITY OPEN UNIVERSITY UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL OF

ECONOMICS & MANAGEMENT

MMCoM9

PHAN LE HUONG LIEN

NGUYEN QUANG PHONG

SOCIAL MEDIA STRATEGY TO ENHANCE

BRAND AWARENESS OF EUGICA

MASTER FINAL PROJECT

MASTER IN MARKETING AND COMMUNICATION MANAGEMENT

Ho Chi Minh City

(2016)

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STATEMENT OF AUTHENTICATION

We, the authors of this thesis - Phan Le Huong Lien and Nguyen Quang

Phong, confirm that we worked on it by ourselves with material retrieved from either

public sources or Mega We Care or Eugica brand. This paper was exclusively made

for the completion of the Master of Marketing and Communication at Solvay Brussels

School. No substance was or will be used for any other purpose.

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ACKNOWLEDGEMENTS

First, we would like to thank our tutors, Professor Hoang Thi Phuong Thao and

Ms. Huynh Ba Chan Nhu, for their generous support and advice during the 3 months

that we worked on the thesis.

We would like to express our deepest gratefulness and most sincere

appreciation for all professors of Solvay Business School who always dedicate all

their time and passion to giving us an incredible amount of knowledge related to

Marketing and Communication Management. We believe that what we have learned

will contribute to our career success in the near future.

We would also like to thank our classmates in MMCOM9 class with whom we

studied and shared memorable moments both in and outside of class. Lastly, we

would like to send out warmest thank-you to the Eugica marketing team who provided

us with helpful information that enabled our completion of this thesis.

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ACADEMIC TUTOR AND PRACTICAL TUTOR’S COMMENTS

Academic tutor’s comment

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Practical tutor’s comment

The thesis which has been conducted by Phan Le Huong Lien and Nguyen Quang

Phong on the Social media strategy to enhance brand awareness of Eugica is

assessed qualified as a master degree thesis and to be presented to panels.

The thesis has been well-structured and profound analyzed on the market situation,

competition and market segmentation. Based on that, the conclusions and

recommendation for the brand‟s further development have been drawn out logically.

They includes both brand, marketing strategy and implementation. The social media

plan especially has developed trendy concept on green marketing which is found

contemporarily worthy for Eugica brand to pursue to pre-empt their competitors.

Though the thesis is still remarked limited in primary information from customers or

traders‟ perspectives in order to have a stronger supports to the social media strategy

in terms of content development.

On overall, the team has performed with high responsiveness and good attitudes with

their practical tutor to complete their work up to a satisfactory level.

Sincerely yours,

Huynh Ba Chan Nhu

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TABLE OF CONTENTS

STATEMENT OF AUTHENTICATION

ACKNOWLEDGEMENTS

LIST OF CHARTS AND TABLES

LIST OF SYMBOLS AND ABBREVIATIONS

CHAPTER 1: INTRODUCTION..................................................................................10

1.1. Rational of the study.........................................................................................10

1.2. Problem statement ...........................................................................................11

1.3. Objectives of the study .....................................................................................11

1.4. Scope and limitation of the study......................................................................12

1.5. Methodology.....................................................................................................12

1.6. Structure of the study .......................................................................................13

CHAPTER 2: LITERATURE REVIEW........................................................................14

2.1. Brand and branding strategy ............................................................................14

2.1.1. Brand Awareness ......................................................................................14

2.1.2. Measuring brand awareness......................................................................15

2.1.3. Brand equity...............................................................................................15

2.1.4. Brand identity and brand identity prism......................................................16

2.1.5. Branding strategy.......................................................................................18

2.2. Social media.....................................................................................................18

2.2.1. Social media‟s benefits ..............................................................................18

2.2.2. Social media strategy ................................................................................19

2.2.3. Building a social media strategy ................................................................19

2.3. Using social media to enhance brand awareness ............................................20

2.3.1. Focus on the right social media channel....................................................21

2.3.2. Optimize the social content strategy ..........................................................21

2.3.3. Strengthen the engagement strategy.........................................................21

2.3.4. Social media advertising strategy ..............................................................21

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2.3.5. Social media tracking tool..........................................................................22

2.3.6. Social Media Analytics...............................................................................23

2.4. Chapter summary.............................................................................................24

CHAPTER 3: EUGICA PROBLEM IDENTIFICATION ...............................................25

3.1. Situation review................................................................................................25

3.1.1. External analysis........................................................................................25

3.1.2. Internal analysis.........................................................................................33

3.1.2.1. Mega Lifescience and Eugica brand background................................33

3.1.2.2. Marketing objectives of Eugica............................................................36

3.1.2.3. Marketing strategy...............................................................................36

3.1.2.4. Analyzing Eugica marketing campaign in 2015...................................42

3.1.3. SWOT analysis ..........................................................................................48

3.2. Chapter summary.............................................................................................50

CHAPTER 4: SOCIAL MEDIA PLAN FOR EUGICA IN 2016.....................................51

4.1. Objective ..........................................................................................................51

4.2. Target Audience...............................................................................................51

4.3. Communication concept...................................................................................56

4.4. Communication plan.........................................................................................57

4.4.1. Approach ................................................................................................57

4.4.2. Communication strategy.........................................................................57

4.4.3. Suggested action plan............................................................................58

4.4.4. Key Performance Indicator.....................................................................64

4.5. Chapter summary.............................................................................................67

REFERENCES...........................................................................................................69