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LECTURE: MS. BUI THI HANH THAO

GROUP ASSIGNMENTMKT318m - MKT1724

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M E M B Tran Thi Thanh TrangPham Thi Phuong Linh

Duong Thu HangNguyen Minh Phuong

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TABLE OF

- Company introduction

01.Introduction

02.Digital marketing measurement Plan

- Identify the business objectives

03.Recommendations and Conclusions04.References and Appendi

- Digital marketing mix evaluation

- Tools measurement index

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In this article, we will summarize Vinamilk'sdigital marketing knowledge. First, we willlearn about Vinamilk in general. Second,how Vinamilk is implementing 4Ps on thedigital platform. 4ps includes product, price,location and promotion. Next, we coverdata infrastructure measurement. In datainfrastructure measurement, we willmeasure 4 metrics namely brand impact,customer outcomes, customer value, andattribution. Finally, we will makerecommendations for Vinamilk to developdigital marketing strategies.

E X E C U T I V E

S U M M A R Y

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COMPANY INTRODUCTION

DIGITAL MARKETING MIX EVALUATI

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Vinamilk is the abbreviation of Vietnam DairyProducts Joint Stock Company (Vietnam DairyProducts Joint Stock Company), a companymanufacturing and trading milk and dairyproducts as well as related equipment andmachinery in Vietnam. Male. Vinamilk is theleading milk producer in Vietnam, andstarted operating in 1976.

Vinamilk has been exporting to 30 countries,bringing the Vietnamese dairy brand to manycountries around the world) (Vinamilk, 2023).

COMPANY

INTRODUCTIONHISTORY

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"Vinamilk is committed toproviding the community withtop quality and high-qualitynutrition with its respect, love,and high responsibility forhuman life and society"(Vinamilk, 2023).

Milk powderCondensed milkDrink yogurtMilk

BeverageCreamNut milk

Integrity RespectFairnessEthicsCompliance (Vinamilk, 2023).

Vinamilk has more than 200 products distributed to 30 countriesand consumes 18,000,000 products every day (Vinamilk, 2023).

Vinamilk always brings you international quality nutritionalsolutions, meeting the needs of all consumers with delicious,nutritious, and healthy products associated with leading brands inthe market. Popular schools such as:

<small>(Vinamilk, 2023).</small>

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ORGANIZATIONAL CUSTOMER GROUPS

As distributors, wholesalers, retailers, shops, supermarkets ... havedemand and are ready to distribute Dielac Alpha products aswell as othe r Vinamilk product lines. This is the group that hasrequirements on discount rates, sales bonuses, timely ordering,etc. related to product distribution strategy.

Organizations that consume Vinamilk products such as schools,canteens, beverage shops, and bakeries consume VNM's

TARGET CUSTOMERS

Vinamilk's product lines are focused on developing for teenagersbecause this age group has a high demand for milk and theconsumption of dairy products is the largest.

Brand Vinamilk divides target customers into 2 groups includingindividual customers and institutional customers. Vinamilk alwaysbrings customers the highest quality, most nutritious, anddelicious products for the health of each family member. At allages, all subjects are suitable for Vinamilk's products.

Group of individual customers: are consumers who have buyingneeds and are willing to pay to buy Dielac Alpha products,especially parents with children from 0-6 years old. This group ofcustomers has a relatively diverse product demand (goodproduct quality, product nutritional value, reasonable price, eye-catching packaging design...) and accounts for a relatively highproportion of total sales collect. (Mar & Mar, 2022)

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Digital Marketing Mix 4P is an importantmarketing strategy for businesses to attractcustomers and increase sales in the onlineenvironment. 4P factors need to beconsidered and designed appropriately tomeet customer needs and create competitiveadvantage in the market.

Vinamilk is one of the leading dairy brands inVietnam, trusted and loved by customers. Toevaluate Vinamilk's Digital Marketing Mix 4Ps,we will consider each specific factor asfollows: Product, Price, Place and Promotion.(Ori Marketing Agency, 2021)

DIGITAL MARKETINGMIX EVALUATION

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Vinamilk focuses on developing a leading scientific andreliable nutrition brand with all Vietnamese peoplethrough strategies that apply scientific research on thespecific nutritional needs of Vietnamese consumers todevelop the best product lines for them.

Currently in the market, currentcompetitors such as Dutch Lady(liquid milk and powdered milk market

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Vinamilk provides a variety of products from fresh cow'smilk, yogurt, and sweetened condensed milk to regular milkand weight gain milk, weight loss milk,... Vinamilk has asuitable variety. with consumer needs and preferences. Atthe same time, Vinamilk continuously updates and developsnew products to meet the increasingly diverse needs ofcustomers. ( Vinamilk, 2023.)

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Vinamilk has built a large and prestigious brand name,diversified product portfolio, high quality products at amore reasonable price than imported products of thesame type and the largest market share in Vietnam amongproduct suppliers. products of the same type. Vinamilk'sfresh milk usually costs from about 33,900 VND per liter,while similar products of competitors such as TH True Milkcost 37,000 VND per liter, Dutch Lady costs about30,000 VND per liter. (Crm, 2023)

PRICE

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Advertising: Vinamilk runs targeted online ads onvarious platforms such as Facebook, Instagram,Tiktok..., search engines and Vinamilk website. Theseads can highlight the company's unique products,benefits, and selling proposition to reach a wideaudience.(HẠnh, 2023)

Personal Selling: Vinamilk uses these channels tointeract directly with potential customers, answer theirquestions, and make product recommendations.Vinamilk also uses online chat support to provide livechat support on its website where customers caninteract with sales representatives to obtain productinformation, resolve issues and perform now buy. (OriMarketing Agency, 2021)

Public Relations (PR): Vinamilk uses PR strategies inthe digital space to enhance brand reputation andcreate trust, such as joining social media accounts onFacebook, Instagram platforms, Tiktok...to interactwith customers. In addition, Vinamilk also uses pressreleases, collaborates with influencers such as Miu Le,Vinamilk uses ad mix to create awareness and drivesales. This includes a combination of advertising, salespromotion, public relations, personal selling, digitalmarketing, direct marketing:

PROMOTION

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Sales promotion: Digital marketing allows Vinamilk toimplement various sales promotion techniques. This couldinclude offering exclusive 20-30% discounts, coupon codes,loyalty programs, limited-time offers, which incentivizeconsumers to make an immediate purchase and boost theirsales. promote brand loyalty. (Ori Marketing Agency, 2021)

PROMOTION

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Direct Marketing: Vinamilk leverages direct marketingtactics such as personal email, SMS marketing ordirect mail to effectively reach the target audience.Vinamilk can send them about new products,incentives. (Ori Marketing Agency, 2021)

Digital Marketing: Content marketing through blogsand articles, social media marketing to engageaudiences, and affiliate marketing to partner with

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Vinamil k's products arewidely distributedthrough out Vietnamthrough main distrib utionchannel s such as

superma rkets, conven iencestores, agents and s omeonline sales channel s suchas Shop ee, Lazada, e tc...(Dư ơ ng, 2020)

PLACE

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Metro system, supermarket → consumers (modernchannel)

Distributor → retail point → consumer (traditionalchannel)

Vinamilk's extensive distribution and sales network is anessential factor for success in its operations, allowingVinamilk to capture a large number of customers,ensuring the introduction of new products and marketingstrategies. effectively across the country. Vinamilk iswidely distributed in 64 provinces and cities with 250distributors and more than 135,000 points of salenationwide. Distribution system combining modern andtraditional, meet the needs of every customer.

Products are distributed through:

(Dương , 2020)

PLACE

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Business objectives Marketing objectives

Brand Impact

Customer outcomeCustomer valueAttribution

IDENTIFY OBJECTIVES

TOOLS MEASUREMENT INDEX

DIGITAL MARKETINGMEASUREMENT PLAN

02.

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Vinamlk has built in the direction of sustainabilityas a strategic goal, ending in the next 5 years.and Vinamilk has had revenue growth year byyear. Vinamilk's business goal is to become one ofthe leading dairy companies in Vietnam.

Vinamilk identifies its strengths and focuses ondeveloping high-quality products, investing in newproducts that bring good experiences tocustomers. The second is the end of technologyapplication and sustainable development to helpimprove the production process and improve thequality of customer service. Third, Vinamilk alsoaims to expand the market and strengthenrelationships with domestic and foreign partners,thereby creating sustainable development for thecompany. (Baochinhphu.Vn, 2022)

BUSINESS OBJECTIVES

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Building a distribution network, expandingmarketing at retail points to become a leading"tycoon" in the dairy industry in Vietnam.Taking the lead in applied innovation, throughadvertising with the song "One hundredpercent pure fresh milk".

Becoming the most valuable dairy group inSoutheast Asia following the tradition for thecommunity, Vinamilk has been actively workingin the fields of society, humanity for thecommunity. (Truong, 2014)

With the goal of becoming one of the top 30largest dairy companies in the world in terms ofrevenue and market coverage. Vinamilk hasdetermined the marketing strategy (Vinamilk,2023):

MARKETING OBJECTIVES

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DEFINE

Brand Impact is a measurement, which answers the question

HOW WELL DOES MARKETING IMPROVE THE WAYCONSUMERS INTERACT WITH AND PERCEIVE YOUR BRAND?

It is used to assess the health of the market perception ofthe brand and products and the depth of their consumerrelationships. There are several methods used to value abrand and inherently intangible asset, each differing inperspective on value and the inputs used in this calculation.(Kevin Hartman, 2023)

KEY QUESTIONS

1. Are Vinamilk reaching the same consumer acrossmultiple devices or are these new and unique anddifferent consumers?

2. How much of the population that Vinamilk is seeking toaddress is actually seeing my Ads?

3. How many different individuals did Vinamilk's adsreach?

4. Were Vinamilk’s ads seen in the right context?

5. What impact did these ads have on Vinamilk's brandmetrics?

Brand impact

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HOW DOES IT WORK?The measurement code will alsocollect information from thebrowser like the language setting,the type of browser (such asChrome or Safari), and the deviceand operating system on which thebrowser is running. It can evencollect the “traffic source,” which iswhat brought users to the site inthe first place. Every time a uservisits a web page, the trackingcode will collect pseudonymousinformation about how that userinteracted with the page.

Google Analytics is a platform that collects data from your websites andapps to create reports that provide insights into your business. (Googlemarketing platform, 2023)

Brand impact

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CAPABILITY

ViewabilityCross-deviceUnique reach

Audience & TRPsIntegrationsFraud Monitoring

Brand impact

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CAPABILITY

Brand impact

Viewability: Able to determinethe likelihood that people willsee an advertisement in avariety of situations, whether itis on a website, a mobile app,or in another location.

Cross-device: Measure device activity to gainknowledge about how welladvertising campaignsperform on various platformsand devices.

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PROSCompare performanceacross different timeperiods and acrossdifferent channels,platforms, technologies,campaigns in one placeIt can be used onmultiple devices.Make conclusions aboutuser insights.

CONSCustomization islimited.

It can be confusingand overwhelming fornew users

Sometimes the data isnot 100% accurate.

PRICEGoogle Analytics is free and limited.

When your site exceeds 5 million impressions per month,$150,000/year.

(Support Google, 2023)

Brand impact

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HOW DOES IT WORK?

Google Brand Lift is a free tool for measuring the efficacy of videocommercials that businesses can use to tweak and improve their videocampaigns. Brand Lift can assist businesses in aligning their campaigns withtheir marketing goals by focusing on KPIs such as ad recall, brand awareness,and consideration (rather than standard analytics such as clicks, impressions,or views). The testing technique and huge sample size of Brand Lift mayprovide organizations with specific insights into the impact of their ads on howpeople feel about their product or brand. (Support Google, 2023)

Brand Lift is available for in-stream andbumper ads bought via auction. It’scurrently unavailable for outstream andin-feed video ads.

To use Brand Lift, first you must create aProduct or Brand representing youradvertised object. Think of this as agrouping of all your campaigns thatshare a common denominator. This canbe a brand, product, store, service, oranything you wish to advertise.

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HOW DOES IT WORK?

People who have seen your ads

People who were eligible to see your ads, but didn’t seethem

Once your ad campaigns start running, Google will startshowing your Brand Lift surveys on YouTube, before avideo starts. These surveys will be shown to the followinggroups:

Multiple surveys can be created for different metrics to beshown to users at different times. The difference in theresponses between the group who saw your ads and thegroup who didn’t will determine the influence your adshave on key brand metrics, such as ad recall, awareness,consideration and more.

(Support Google, 2023)

CAPABILITY

- Relative Brand Lift - Baseline positive response rate - Exposed positive

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PROSMeasure across multipleplatforms

Brand Lift enablesadvertisers to createcustom survey questionsthat are suited to theirunique brand objectivesand target market.

Large audience reach

CONSNot easily accessible: Google Brand Lift isprimarily focused onmeasuring brand growthfor ads served acrossGoogle platforms

Budget Campaign mustmeet the conditions setby Google

Brand Lift is a free tool (Support Google, 2023)

Brand impact

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Brand impact

Collect &Analyze tool

ViewabilityCross-deviceUnique reachAudience &TRPsIntegrationsFraud Monitoring

3. How many different individuals did Vinamilk's ads reach?4. Were Vinamilk’s ads seen in the right context?

5. What impact did these ads have on Vinamilk's brand metrics?

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DEFINE

"Consumer Outcome" is the result, effect, or benefit a consumerreceives after using a brand's product or service. There will bemeasurements to determine the value of marketing activitiesagainst key business results such as revenue, sales volume andmarket share. Businesses often monitor and evaluate consumeroutcomes to ensure that their product or service meetscustomer expectations and needs. (Brown, 2022)

KEY QUESTIONS What are the most important factors that determine the positiveresults of consumers?

How do customers decide to buy Vinamilk products?Which sales platform does the brand focus on?

Which product lines of Vinamilk are customers most interested in?Can the company's value reach its customers?

Customer Outcome

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Mixpanel is an additional tool for the user analysis arsenal,as it is capable of providing users with more data on websitevisitors and customers. Mixpanel is mainly a productanalytics platform, designed to provide marketers andproduct teams with detailed information on how to attract,convert, and retain customers best with real-time dataacross devices and channels (Spall, 2022).

KEY FUNCTIONSRevenue Analysis

Track customer lifetime value Event tracking

Convert information into graphs. (TechCrunch Is Partof the Yahoo Family of Brands, 2013).

Customer Outcome

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Users: Mixpanel can identify individual individuals andmatch this information with Event data for each uniqueID.

Properties: There are two types, Event Properties andUser Properties, combining these properties will letresearchers know which events users are interested in,and what common characteristics those users havewhen interacting with the event or how long they wereinvolved with that event. (Brown, 2022)

Mixpanel works by reporting on data points triggered byusers performing specific tasks across web, mobile, andapp-enabled. It has inbuilt features that allow trackingusers through the product to understand what users do atspecific points in their user journey. The event-drivenmodel is built on three key concepts: Events, Users, andProperties.

Customer Outcome

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Customer Outcome

Track customer value, the totalamount a person will spendover the course of theirrelationship with the company.Can link revenue to differenttraffic sources

Determine when and whycustomers abandon theproduct (TechCrunch Is Part ofthe Yahoo Family of Brands,

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