Digital Marketing Campaign Coco Store.pdf

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T A H U Y E N M YD O A N K H A N H H O N GN G U Y E N T H I T H U Y L I N H

D A O H U Y E N T R A N GD A O D U C P H U CT R A N N H A T Q U A N GN G U Y E N P H U L O N G

PREPARED BY

R E P O R TM K T 3 2 8 M

2 0 2 1

B U I T H I H A N H T H A OLECTURER

D I G I T A L M A R K E T I N G C A M P A I G N

C O C O S T O R E

M K T 3 2 8 M . M - B L 5CLASS

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Recommendation &ConclusionReferencesCampaign Analysis

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E X E C U T I V E S U M M A R Y

Coco Store is an online shop specializing in lingerie for women. Inthis report, we will give a detailed introduction and analyze thecurrent situation of the store in particular and the generalsituation of trends in the women's underwear industry to setspecific goals. Next, we will analyze potential channels to developa marketing strategy and decide which channel to use. Finally,clearly present the new Digital Marketing strategy for Coco Storeaccording to the 4Ps and give an assessment of the strategy.

01Coco Store

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Company Name COCO STORE : Facebook Fanpage:

Facebook: : 0904805439

Shopee: business model and strategy for growth

The current business form of the store through onlinechannels and social networks such as Facebook, Zalo, ...to advertise, display and sell products.

The business model is sells products and interacts withB2B customers through Zalo and B2C throughfacebook and zalo.

The main form of business is B2B - Supplyingunderwear in bulk to wholesalers or retailers, inaddition, also providing products for B2C individualcustomers looking to buy in small quantities to servetheir needs. personal demand.

Using fanpage for the purpose of advertising andreaching, attracting customers with more needs canalso earn more customers than before.

The advantage of this model is that it can save thecost of renting premises and staff, and at the sametime, it can reach many consumers not only in theregion but also nationwide.

This business model has overcome the limitations oftraditional business, which customers always have togo to the store to buy, now just sit at home surfingfacebook, zalo, shopee just click to buy in 2 or 3 daysyou will have this products you want. With the onlinemodel, customers can buy and sell options directlyonline and can order delivery to their home withouthaving to go to the store as before. . Going to the storemay not have as many models as online, it may not besuitable for everyone's preferences and thus makes usmove more to satisfy our needs. However, the onlinebusiness model also has limitations in that customerscannot directly see the product as well as grasp thematerial of the new product, placing their trust inbuying through advertising, product introduction andevaluation. price from customer. It is possible to receivegood or bad goods, delay in delivery, loss, wrong modelof goods is also quite common.

02Coco Store

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1.1 Competitors

The shop's competitors include wholesalers, individuals and small shops withsimilar business activities as the model. The source of goods is from othermerchants, importing goods from China,.. so it is inevitable that there are similarproducts. However, the shop has found new and unique product sources that arehard for any store to touch. and since then the shop has become the only dealerwith such models.

In addition, with the rapid development of e-commerce platforms, especiallyShopee. Buyers can easily find products and buy it easily from other shops.Therefore, the stores on shopee are also a strong competitor that cannot beignored and have the ability to change consumers' habits.

1.2 Growth strategy

E-commerce business

Shop will post an online product catalog on the website, e-commerce platformShopee, Lazada, Sendo so that buyers can order through that website and theseller will send goods to customers, manage customer data. Save shipping costsfor customers far away from the shop. The psychology of every customer likes to becheap, but the more shipping is reduced, the more they like it.

However, the reason why the shop does not use too many websites is to avoid thesituation that customers cannot check and miss customers without consultingcarefully. In the future, the shop will grow more and more to recruit moreemployees and expand more websites as well as expand more markets to reachmore diverse customers. But if the customer is a B2B who wants to buy productsin large quantities and has a need to negotiate, negotiate the price, the shop willcontact them through the Zalo app.

Business cooperation

Shops can combine directly with manufacturers so that when purchasingproducts, they can buy products at a cheaper price than wholesalers. Or you canpost more collaborators so that from these collaborators will find more customersand give the collaborator % commission on a product. A double job, support morejobs for others. This way, the shop will be able to reach more customers.Limitations of the shop

Only selling products to women because they are the most accessible onlinecustomers and products are more colorful, designs than men. In the near future,the shop will try to expand its male customer base. Because it is a delicate productbut no less important in the needs of each person.

03Coco Store

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There are two trends customers look for when shopping at CoCo store :

05Coco Store

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The worldwide lingerie market.

Vietnam's lingerie market.

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Product.

07Coco Store

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08Coco Store

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09Coco Store

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10Coco Store

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11Coco Store

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Customer Insights

Current Issues

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Objective & KPIs

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<small>Fingure: Most popular devices for accessing the internet in Vietnamin 2019 (Statista, 2019).</small>

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SO C IA L ME DI A M AR KE TI NG

<small>0%25%50%75%100%Facebook </small>

<small>Zalo Youtube Instagram Tiktok Twitter Printerest </small>

<small>Fingure: Leading active social media platforms among internetusers in Vietnam as of 1st quater of 2021, by generation (</small>

<small>Statista, 2021).</small>

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E- CO MM ER CE M A RK ET IN G

<small>Fingure: E-commerce market value in Vietnam from 2014 to 2020 (inbillion U.S. dollars) (Statista, 2020).</small>

<small>0%25%50%75%Shopee </small>

<small>Lazada Tiki Facebook </small>

<small>Sendo Zalo </small>

<small>Figure: Most popular e-commerce sites for onlineshopping among online shopper in Vietnam in 2019</small>

17Coco Store

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EM A IL M AR KE TI N G

Benefits: Drawbacks:

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Benefits: Drawbacks:

SEARCH MARKETING (SEO & SEM)

The Similarities Between Two Channels: The Differences Between Two Channels:

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The Similarities Between Two Channels: The Differences Between Two Channels:

DISPLAY ADVERTISING

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Advantages of Display Advertising Disadvantages of Display Advertising

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Email Marketing

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DISPLAY ADS

OUT OF HOME ADVERTISING

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SOCIAL MEDIA

<small>Hotgirl Nam Phuong (Instagram @phuong252_)</small>

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6 months

Timeline (Campaign)

2021October- November- December

2022January- February- March

October November December January February March

Display adsSocial Media

Email marketing

QR code

Build Website

Out of homeLaunching appLaunching website

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33Coco Store

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34Coco Store

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35Coco Store

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36Coco Store

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HOW DID YOUR DIGITAL MARKETINGCAMPAIGN TO THE OVERALL MARKETING

STRATEGY OF THAT ORGANIZATION?RECOMMENDATIONS

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W H A T R E C O M M E N D A T I O N S C A N Y O UG I V E T O T H E O R G A N I Z A T I O N F O R

T H E I R F U T U R E D I G I T A LM A R K E T I N G S T R A T E G Y ?RECOMMENDATIONS

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ắ ự ế ủ ườ

ự ệ ảườ ở ệ ừ

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ệ ệ ấ ị ườ ộụ ữ ặ ồ ẹ

42Coco Store

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