Report progress mkt328mtocotoco thạch hòa

REPORT PROGRESS MKT328m
Lecturer: Tran Vi Anh
TOCOTOCO THẠCH HÒA
GROUP 2
Team members:
Nguyen Quynh Nga - HS163458
Nguyen Cong Manh - HE 164050
Nguyen Thi Ngoc Anh - HS163480
Nguyen Quang Huy - HS163488
Vu Ngoc Huyen - HS163460

1

0

0


TABLE OF CONTENT
I. Executive Summary

3

II. Introduction

3

A. Client/Brand Analysis.
1. Its business model and strategy for growth.
2. Its online presence (website traffic trends, social platforms).
3. Its customers (with numbers, segments, demographics, etc.)

4. Any trends in customer purchasing patterns
B. Key marketing communication problem(s) to be solved
1. Secondary research
2. Primary research
3. Customer insights and current issues
C. Customer's Journey
D. Key strategic campaign decisions
1. Owned media (Social Media)
2. Campaign objectives and KPIs

3
3
11
17
18
18
18
19
21
22
23
23
24

IV. Campaign Analysis
A. Channel strategy
B. Budgeting
C. Evaluation of effectiveness

27

27
27
28

V. Recommendations and Conclusions
1. Recommendation
2. Conclusion

29
29
29

VI. References

30

2

0

0


I. Executive Summary
TocoToco Thach Hoa has gradually affirmed its position in the choice of milk tea of
FPT Hanoi university students, F School students with its own advantages and
reasonable prices. Here, they offer milk tea with many interesting flavors, unique
pearls but with guaranteed quality and fresh ingredients from seasonal regional
specialties. The ability to saturate the milk tea market in particular and junk food in
general makes it easy to reach or become the top of mind of target customers. Besides,

with direct competitors such as Highlands Coffee at FPT University's canteen, Mixue,
Dodo, TocoToco Thach Hoa chooses its own and solid path when there are special
offers on holidays with vouchers up to 30% .
At the same time, sponsoring many events at FPT University Hanoi to have official
booths and convenient locations to reach students. Not only that, but with the habit
and priority of customers who are students with not too high income but high
frequency of drinking milk tea, reasonable price, TocoToco Thach Hoa is an
extremely good choice. Therefore, we analyzed and collaborated with TocoToco
owner Thach Hoa to deploy many plans and articles on the official fanpage to reach
more people, attract and sell effectively, spread high and achieve expectations, and set
KPIs.

II. Introduction
A.

Client/Brand Analysis.
1. Its business model and strategy for growth.
a. About Company

ToCoToCo is a franchised milk tea brand belonging to Taco Trading & Service Co.,
Ltd., established on 11/12/2013. ToCoToCo carries the mission of becoming a pure
Vietnamese milk tea brand. Since its establishment, ToCoToCo has become a must-try
milk tea brand for young people nationwide. Up to now, the company has nearly 500
stores, of which there are nearly 400 franchised stores.
TocoToco Thach Hoa is a franchised branch store in Hanoi, established on August 28,
2022. The shop has an address at: Lane next to the gas station 39 ( Quynh Le
boarding-house) - Thach Hoa - Thach That - Hanoi.
● Mission: At TocoToco, we are committed to bringing our customers the most
delicious and safe milk tea.
● Vision: Bringing in the passion and desire to build a pure Vietnamese milk tea

brand with a strong hometown flavor. Tocotoco is always dedicated to
exploiting Vietnamese agricultural products to create fresh, safe, and nutritious
drinks. Tocotoco uses ingredients from available sources in Vietnam (such as
Moc Chau tea, Nghe An tapioca, and Da Lat mulberry jam), which are both
clean and quality.
● Products: Entering the ToCoToCo milk tea chain, you will be overwhelmed by
the super diverse menu, divided into 4 main groups. ToCoToCo has a milk tea
menu (14 types), a macchiato cream cheese menu (7 types), fruit tea (6 types),
and flexible yogurt (3 types). There are also a wide variety of products in
different flavors and colors.

3

0

0


b. Two sets of self-identities.
● Self-assessment
- Who do you think you are?
Tocotoco Thach Hoa is a milk tea branch of Taco Trading and Service Co., Ltd.,
established on August 28, 2022.
With the slogan "Fresh Is Attitude", TocoToco Thach Hoa always wants to bring
customers the best and freshest products and services. Therefore, the source of
materials from tea, jellies, and pearls are all homemade by the restaurant from natural
ingredients and ensure the health of users.
Tocotoco Thach Hoa has an extremely rich menu, from milk tea to fruit tea, black tea,
green tea and even mousse with all kinds of toppings at not small prices. A full cup of
milk tea only ranges from 35 - 42k, enough for customers to not need to drink and feel

secure.
- Who do you want to be?
Tocotoco aims to be the leading retail brand of milk tea and beverage in Thach Hoa
and Thach That. TocoToco Thach Hoa will always be one of the addresses chosen by
young people in Thach Hoa and Thach That areas. Priority choice whenever you want
to sip a cup of milk tea, chat with friends, …
- Determine your relative position in a given market.
On August 28, 2022, Toco Thach Hoa opened, becoming a new choice for FPT Hanoi
university students and FSchool students, .. for delicious milk tea, reasonable price
and direct competition with Mixue Thach Hoa, Do Do milk tea, Milk tea shops on
FU-Hoa Lac, Highlands coffee,...
From 11/10/2022. TocoToco Thach Hoa is the silver sponsor for the Marketing contest
of FPT University Hanoi - Biz Case and launched attractive 30% vouchers for
students and brought huge revenue…. and got their attention high with creative
content uploads on Facebook.
From October 25, 2022, TocoToco Thach Hoa became a diamond sponsor for the
Halloween event of FPT University Hanoi with a voucher of 30% and free upsize,
instant supply of fresh milk tea at the point of sale and delivery to class. for students
and currently, on October 27, 2022, has increased the total number of orders/day;
week,...
With the milk tea line that competes directly, Highlands has a store right in the school,
but the vouchers often have very little discount compared to its high price, so Toco has
been very successful in hitting the mentality of prioritizing cheap but similar quality.
equivalents of FPT students and F school students.
- How big is the overall market of your products or services?
Nowadays, Milk Tea is one of the most popular drinks among young people with a
variety of colors and flavors.
ToCoToCo's business form is to develop a franchised milk tea chain. Currently, the
brand has built a chain of stores that supply most of the demand for milk tea in many
4

0

0


provinces/cities. The ToCoToCo milk tea shop system is spread across the country and
even in Hanoi.
For TocoToco Thach Hoa alone, the market that the store targets is the majority of
students, students and young people in the area of Thach Hoa, Thach That - Hoa Lac,
Hanoi. Like traditional beverage stores, TocoToco Thach Hoa still focuses on direct
sales, which can be used at the shop and can be purchased in the form of take away. In
addition, the store's revenue accounts for most of its online sales, through social media
posts, store pages and sales websites.
- Who are your competitors?
Currently, the three strongest opponents of Tocotoco Thach Hoa are Mixue.
Thach Hoa, Highland FPT and Do Do Thach Hoa Milk Tea.
+ MIXUE Thach Hoa is a Taiwanese milk tea brand that has been in operation
since August 2022. In the past 3 months, this brand has penetrated into Thach
Hoa and created a big fever among students addicted to milk tea in Hoa Lac.
Since the beginning of January 2021, milk tea has landed in Hoa Lac more and
more and has caused a fever in the past 3 months. There are many milk tea
brands in Thach Hoa, but MIXUE still retains its position in the top brands
with a large number of fans.
+ Highland coffee FPT University: Highland coffee has long carried the message
"Pride of Vietnam". Highland coffee shop with a prime location is at canteen 1
in FPT University. This is a location that attracts a large number of visitors
from students and lecturers at FPT University Hanoi.
+ Do Do Milk Tea: Do Do Thach Hoa has been in operation since September
2022, although it has only just entered the milk tea world in Thach Hoa, Do Do

is still quite popular with young people because of its relatively low price (only
from 20 to 20 minutes). 25k/1 cup of milk tea). In addition, Do Do is also
famous recently because on TikTok, Facebook or Instagram, many popular
food bloggers and young people all show great interest in this long-lasting
Mochi milk tea, strangely delicious, especially delicious. It's super cheap and
most people will come back to buy it.
- What differentiates your products and brands from those offered by your
competitors?
Tocotoco is proud to be a pure Vietnamese brand with a strong hometown flavor.
ToCoToCo store believes that enjoying a cup of milk tea made from Moc Chau tea,
pearls from Nghe An tapioca or mulberry jam from Da Lat, With milk, TocoToco does
not use fresh milk or condensed milk, but milk. flour is imported from the world's big
dairy farms such as: Netherlands, New Zealand... => Good input materials, so the
price is slightly higher.
All input and output materials as well as processing processes must ensure uniform
quality and be tested for product quality according to the correct process to produce a
delicious cup of milk tea.
5

0

0


TocoToco promotes brand development but still ensures food hygiene and safety, this
business pays great attention to self-inspection, and inspectors discover that
establishments and agents do not ensure hygiene and safety. food as the case: Feeling
Tea… so TocoToco Thach Hoa has always asserted its position in its market.
● In the eyes of others.
- Customer

+ According to customers who have experienced drinks at TocoToco Thach Hoa
in particular and Toco in many places in general, there are posts on review
forums, on VinID, on Facebook groups about food and drinks, TocoToco Thach
Hoa is rated as having the best taste. Sweet, creative and delicious pearls with
stable quality and more affordable price than many milk tea brands on the
market today.

+ With strong natural flavor, moderate sweetness, elegant and cool, fruit tea is the
perfect choice for hot summer days. And especially there are warm milk tea
lines for the winter that make the girls extremely impressed (Delicious Milk
Tea Blog - VinID, 2020).

6

0

0


+ Being the first pure Vietnamese milk tea brand in Vietnam with
ingredients directly from tea tops, strawberries, fresh milk, sweet
mango,... in specialty areas across the country, it is highly appreciated.
That is why Toco Thach Hoa in particular and Toco in general have won
many prestigious awards, the first choice of students, office workers and
students in many parts of the country. (Foodi.com.vn, 2022)

+ Good prices, and often sales, discounts, gift vouchers for customers or
free upsize have made the rating level of TocoToco Thach Hoa loyal
customer's satisfaction scale always at 4.56/5 stars (TocoToco Bubble

Tea, 2021).

7

0

0


- Employees:
+ Carefully selected raw materials, safe machinery and food safety assurance, all
processes are guaranteed to comply with SOP standards. Employees regularly
clean machinery periodically and the production process of raw materials must
have labor protection such as: Gloves, costumes and masks so as not to affect
product quality. The production stages are strictly monitored and checked
regularly. The raw materials are carefully selected and then processed by
modern machinery.
+ At the beginning of the shift, all store staff must focus on chanting slogans to
raise morale and create the best quality working day. Spirit: Solidarity enthusiasm - fun, agile style, attentive, dedicated, close, friendly customers,
delicious, clean, fresh products.
+ Customers come to the store, staff smile "TocoToco hello" and say goodbye
"TocoToco thank you" when customers leave. Uniforms, masks, caps and
aprons must all be ready for a standard shift of store employees. When mixing,
the absolute thing that must not be forgotten is "wash your hands". The
equipment used in the preparation process must also comply with regulations.
Towels are sorted by color for each use, rinse the tool with filtered water before
use. In particular, employees must comply with the time of semi-finished
products (jewelry, pudding...) from 3-4 hours to be destroyed to ensure
freshness. In particular, to keep the characteristic flavor of tea, green tea after
brewing is only used within 3 hours to ensure quality.

- Communities
When searching for the keyword "TocoToco Thach Hoa" on Google, there are 54,100
results related to this keyword.

Meanwhile, there are many articles about TocoToco by milk tea addicts in Hoa Lac
area and all students. This is a certificate of TocoToco Thach Hoa that is very
interesting to young people as a very famous brand in the milk tea world.
8

0

0


Especially after the video of 2,3 squids - love Toco very much was posted, TocoToco
Thach Hoa also received a lot of very positive comments such as catching trends,
music books, cute actors ....
- Investors:
As a reputable franchise brand in the F&B field, ToCoToCo is also a pioneer in using
Vietnamese agricultural products in every glass of drink and is a rare brand that
supplies ingredients that meet ISO 22000 standards. With remarkable developments in
recent years Over the past 9 years with nearly 500 milk tea shops loved by millions of
people, ToCoToCo has constantly innovated and made a difference. And loads of great
prizes.
Attractive package of investment and benefits, thanks to this reputation, you already
have a loyal customer base, and are also guaranteed a stable source of revenue and
profit right from the first days of opening the store. The brand also supports
bartending training, menu training, operation skills and is responsible for training staff
for the store. The cost of franchising is 0 VND.

Thanks to the large demand and consumption, and the wide market, the milk tea
franchise business model at ToCoToCo still brings stable profits to investors.

- Governments.
According to the provisions of Vietnamese law on opening a milk tea shop, business
activities can only be conducted when licensed by a competent state agency. All
citizens and organizations when doing business need to fully register a certificate of
tax registration and business registration. For the milk tea business model in
particular, in addition to the above two certifications, the house/space lease contract,
the certificate of food hygiene and safety, etc. are also indispensable procedures.
Toco has done this very well, so the number of transfer shops opened in good
geographical locations is quite fast and Toco Thach Hoa is a good example
(TocoToco.com, 2021).
- Suppliers.
With the message "Bold taste of nature - Full taste of happiness", ToCoToCo has
chosen to "Vietnamese" milk tea ingredients, specifically using the rich source of
agricultural products in the country to create new and unique flavors. unique and
delicious. Experiencing the journey to find quality Vietnamese agricultural products,
ToCoToCo is confident in the quality and taste of each cup of milk tea that the brand
brings to customers.
In each drink, ToCoToCo takes advantage of all the essence of nature to bring
delicious taste. ToCoToCo's team of experts is always patient and consistent,
diligently searching for raw materials stretching from the tea hills on the Moc Chau
9

0

0

plateau, to the Ninh Binh pineapple farm or to the fruit gardens in all parts of the
country to Gives the drink a rich, distinctive flavor.
At the same time, ToCoToCo's raw material processing process is also strictly
controlled. Clean agricultural products from units with VietGAP standard farming
processes and HACCP-certified factories must pass many rounds of rigorous testing
according to the ISO 22000 standard system before being put into processing.
ToCoToCo is also one of the rare brands in the Vietnamese market that supplies
ingredients that meet ISO 22000 standards.

2. Its online presence (website traffic trends, social platforms).
● Do you have positive media coverage of your product and company?
Because TocoToco is a big milk tea brand. So the posts get a lot of attention. Especially
articles about promotions and new products.
● What type of content has been posted?
On TocoToco Thach Hoa's official fan page with more than 800 likes, FU Hoa Lac group - is
the place to buy and sell food online for Hoa Lac students. At the same time, it also aims at
the student community of Hanoi National University (VNU - Hoa Lac!).
Most of the content is related to updating voucher offers on special occasions with customers,
introducing new drinks on the menu, following youthful trends to attract the attention of
GenZ young people, mini-games ( October 20) interesting with attractive gifts.
At the same time, being a sponsor of programs and events at FPT University Hanoi to
compete directly with Highlands FPT Hanoi, which was quite successful with the following
high-interactions typical articles:
10

0

0

Introducing menu, new products:

11

0

0


+ Promotional Program:

+ Minigames 10/20:

12

0

0


● Do they respond to consumer/community comments?
TocoToco Thach Hoa is a newly opened store, so not yet highly recognizable. Therefore, the
restaurant's posts on social networks with the number of interactions and comments are still
quite modest. But for that reason, the shop can focus on receiving and responding to
individual customer reviews. Every comment, review and customer opinion is actively
responded to by TocoToco Thach Hoa, without missing anything. In addition, the shop also
focuses on seeding articles, increasing the amount of interaction for the page, and
participating in events and programs to increase the restaurant's recognition, help attract
customers and get more reviews.
● Digital readiness: assess your capacity and readiness in four crucial areas: budget,

human capital, technology, and data.
+ How big is your marketing budget?
In the past 2 weeks, from October 11, 2022, TocoToco Thach Hoa was honored to become a
Silver sponsor for the Marketing contest of FPT University Hanoi - "Biz Case" and launched
30% vouchers. attractive for students and Hoa Lac students. (Budget: 30 million VND)
On October 25, 2022, TocoToco Thach Hoa spent heavily to become a diamond sponsor for
the Halloween event of FPT University Hanoi. (Budget: 15 million VND)
+ What portion of it are you willing to commit to digital?
At the moment, there are 2 programs that attract a large number of students interested in.
The interaction on the posts is extremely large => channel visits and followers also increase
day by day. Depending on the communication program for TocoToco Thach Hoa.
Through TocoToco Thach Hoa also created offline selling points right in the crowded areas of
FPT University (Alpha, Beta, Gamma lobby) It also attracted more students to support and
increase the reach.

13

0

0


+ What kinds of data do you keep and analyze?
TocoToco Thach Hoa develops a deep understanding of customers based on their habits,
interests and preferences for beverages with standard taste, reasonable price, and clear
quality. And especially directed to FPT University students in Hanoi, about 86% of total
customers ordered products. At the same time, through surveys, market analysis, purchasing
trends as well as their ability to pay to adjust or launch voucher levels, combine events to
bring new experiences to customers. Buy at the best price.
At the same time, TocoToco Thach Hoa also builds target customer portraits, predictive

models and other specialized techniques such as iPOS.vn tool, to target the right customer
Insight, right their psychology. ( 2022)

+ Do you use a good CRM system to manage the customer and the sales lead
database?
To bring a comprehensive customer care system to the milk tea shop, TocoToco Thach Hoa
used the iPOS CRM system to collect information, care for and receive customer feedback.
Not only supporting the study of customer behavior, finding insights to come up with
14

0

0


appropriate marketing strategies to attract new customers, but also creating close
relationships with customers, retaining old customers. The management system allows
managers to interact with customers (classified by behavioral indicators) through connection
channels such as Facebook at a cost of 0 dong. Not only that, the system also allows you to
create orders to automatically send preferential E-voucher codes, create promotions, manage
loyal customers, make them feel excited and spend more.

Strength
- TocoToco is a big milk tea brand
that has a name and a foothold in
the Vietnamese market, so it has
high brand awareness and is
known by many people.
- The needs and preferences of the
majority of young people today

are milk tea
- The origin of ingredients is also a
distinct strength of this brand.
- There are always many discount
programs, and attractive events.
- The menu is diverse, and always
updated with seasonal changes.

Weakness
- There are no measures to strictly
manage the storage system to
have a uniformity in the
processing process, taste, store
space, etc.
- There is a fanpage but the content
is not attractive and now
uploading articles effectively to
increase the reach to more
students. Not much is known and
no effective promotion programs
to spread the product message.
- Don't know how to make the most
of FPT university student groups
(post each FU Hoa Lac, ...)

Opportunity
- TocoToco Thach Hoa's campus is
located close to two major
universities, FPT and VNU, with
a large number of students.

- High brand awareness, and
professional staff.

Threats
- There are many competing brands
around such as Do Do, Mixue
Thach Hoa, ...
- This is a newly opened franchised
branch in Thach Hoa. => Difficult
to reach regional customers and
compete with well-known brands
such as Mixue, Highlands,....

3. Its customers (with numbers, segments, demographics, etc.)
Consumer market

Demographics

The typical age of
TocoToco Thach Hoa
customers is between
16-25 years old, belonging
to Gen Z. This is an
extremely dynamic and
trending age, young
people will tend to drink
15

0

0


milk tea every week, After
stressful school hours or
together sipping a cup of
milk tea in gatherings of
friends.
Geographic

TocoToco Thach Hoa is
popular mainly in Thach
That area, especially in
Thach Hoa village 3, near
gas station 39.

Psychological

Most of TocoToco Thach
Hoa's customers come
from schoolchildren and
students, so customers'
psychology mostly likes
promotions, discounts,
vouchers or
accompanying gifts. They
are customers who are
very susceptible to price
fluctuations.

Behavioral

According to the survey
we interviewed, about
50% of FPT university
students drink milk tea
every week, about 1-2
cups/week. They often
tend to order milk tea
online at TocoToco Thach
Hoa fanpage and drink the
most on weekends or
when meeting friends.

4. Any trends in customer purchasing patterns
The most common buying trend of TocoToco Thach Hoa customers is to buy when
there is a preferential voucher. Every occasion the store launches attractive vouchers
such as 20%, 30%, free upsize.., the number of orders increases significantly.
Moreover, on special holidays such as October 20, and Halloween, young people meet
and gather more, so accordingly, the buying trend also increases quite a lot.

16

0

0


B. Key marketing communication problem(s) to be solved
1. Secondary research

According to , the
TocoToco milk tea market is becoming hotter than ever. Most of the subjects surveyed
in the milk tea market research fell in the age group of 18-39, this is the age group
with the most frequency of using this product. Furthermore, the study was also
organized in two major provinces, Hanoi and Ho Chi Minh City.
According to the reviews of customers in the articles on Fanpage TocoToco Thach
Hoa, this is a restaurant with a pretty rich menu, delicious drinks and super
enthusiastic staff:

2. Primary research
Create a survey on google form with the following questions to understand customer
habits, preferences and behaviors:

17

0

0


18

0

0


3. Customer insights and current issues
● Customer insights:
TocoToco Thach Hoa divides customers into 3 main groups:

+ Group 1: Under 14 years old - Customers in this group are completely
dependent on their parents, unable to be financially independent.
+ Group 2: From 16-22 years old - Mainly students. This group of customers is
still price sensitive, but already has freedom in purchasing consumer goods.
+ Group 3: From 23-30 years old - Including those who have just started working
or have been working for a while. This group of customers are completely
19

0

0


financially independent, free to consume and still have a preference for F&B
foods and drinks.
TocoToco Thach Hoa mainly focuses on target customers in groups 2 and 3 because
these target groups belong to potential customers, tend to have preferences in using
beverages, food, and catch up with trends.
● Problems that TocoToco Thach Hoa is facing:
+ Limited customers: The shop's customers are mainly students. This is a group
of customers with price sensitivity. Their purchases are dependent on many
external factors.
+ The awareness is not high: As a newly opened store, not many people know
and care about it. Although the past time has focused on promoting the
communication process and running the program, helping to increase the
popularity of the restaurant, it is still quite limited.
+ The sales distribution channel is still lacking: Currently, in addition to direct
sales at the shop, online purchases account for most of the shop's revenue.
However, TocoToco Thach Hoa still only exploits orders from the Facebook
social networking platform, through the sales page and the sale on university

groups such as FU Hoa Lac.
+ Sales posts are not attractive, and have not attracted much attention from
viewers.
Reviews from customers are not too positive: Besides the positive reviews and
comments about the shop, products, staff,... however, there are still many critical
comments, not really objective. Comments such as poor service quality, slow response
time, some shortcomings in the product, inappropriate prices... still make up a small
part of customer reviews.

C. Customer's Journey
The decision-making process is the method marketers use to identify and track decisions
about the customer's buying journey. This method helps to analyze the consumer
decision-making process from start to finish and it is divided into five distinct stages, all of
which are thoroughly researched by marketing executives.
Problem recognition
Information searching
Evaluation of alternatives
Purchase decision
Post-Purchase behavior
● Problem recognition
This is the stage where consumers become aware of their needs and wants.
Example: After coming home from school, you feel thirsty and hot. You have a need to drink
a glass of water to quench your thirst.
● Information searching
Information search is the process by which consumers look at sources
around to find the right information and data to make informed decisions.
20

0

0


For example: If you want to drink a glass of beverage, you start on the sales pages and groups
in Thach Hoa - Thach That area, in order to search for beverage shops, product quality of
each shop, and selling price. , location and other customer reviews.
● Evaluation of alternatives
Evaluation of alternatives begins with identifying alternatives. Consumers evaluate a product
by carefully sorting through all the options based on their knowledge and beliefs about the
brand and then choosing a product from among the alternatives. Choice can be influenced by
the integration of information from sources, information present at the time of purchase, and
brand beliefs created through advertising.
Example: After searching for information from social networks and the internet, you find
there are 3 milk tea and beverage shops in Thach Hoa - Thach That area, namely Highland
FPT, Mixue Thach Hoa and TocoToco Thach That. You in turn evaluate each shop through its
products, prices, locations, ads and posts, etc.

● Purchase decision
After evaluating the alternatives, the consumer makes a purchase. In the purchasing decision
process, consumers still have to make five sub-decisions: brand, agency, quantity, time, and
payment method. An individual's purchasing decision can be influenced by two factors: the
opinions and attitudes of others, and unforeseen situational factors. These factors can
influence the delay, modification or avoidance of a purchase decision because of perceived
risk.
For example: You find information online and see that Highland's price is quite high
compared to your current income, and Mixue's sales page has some bad comments and
comments from customers who have used it. product use. After evaluating all the factors, you
find TocoToco Thach Hoa is the most appropriate choice and decide to buy.
● Post-Purchase behavior
Satisfaction is the key to loyalty between product expectations and perceived performance.

The customer's perceived state after a purchase greatly affects the company's brand as it
makes a difference if the customer repurchases the product in the future and comments
positively or negatively about the features. of the product with others.
For example: After buying and using TocoToco Thach Hoa milk tea, consumers will evaluate
the product's quality against their own expectations. If they feel satisfied, consumers will
consider buying again next time, and have positive reviews about the shop. On the other
hand, if the product does not satisfy consumers, they will not intend to come back next time,
or more seriously it may lead to negative reviews, comments or actions that affect brand
reputation.

D. Key strategic campaign decisions
1. Owned media (Social Media)
● Facebook:
More than 80% of orders and promotions and incentives for customers come directly from
TocoToco Thach Hoa's fanpage. However, because when it was first established from the
time the shop opened, the reach and likes were very few (more than 300 likes). Not only that,
but the content of the articles is also very unattractive because of old images, providing
product information. Therefore, from September 5, 2022, when our team started taking on the
21

0

0


position of admin of the page, running parallel projects with FPT Hanoi university events,
mini games, attractive vouchers, we have achieved certain successes and positives (more than
18k hits and 1.1k likes page, 1,2k followers). (fanpage TocoToco Thạch Hòa, 2022).
Posts with meticulously researched and presented content alongside sharp illustrations. Since
then, TocoToco Thach Hoa has been more widely known, reached more customers, and

increased revenue by 12% in more than 1 month since our team implemented the project.
The frequency and content of the content are all in line with the youthful trend, the fun
language, and the vouchers have become the highlight of this success. At the same time, you
are always on the page to close the order, ensuring that you do not miss the order.

2. Campaign objectives and KPIs
a, Campaign objects
● Business objective:
Increase TocoToco revenue by 3 million VND within 3 weeks since implementing the
companion sponsorship campaign of the Marketing contest "Bize Case" (from
October 11, 2022) at FPT University Hanoi. The reason is that students have known
TocoToco Thach Hoa more through sponsored kick off articles and contest media,
which helps boost the number of applications.
● Marketing objective:
Increases Toco Thach Hoa's recognition level significantly. Fanpage has increased
from 294 followers (October 4, 2022) to 1,2k followers (November 5, 2022).

22

0

0


In addition, maintain and increase the interaction rate with posts on social media
channels at 20 - 40% per week depending on the media channel. Total reach reached
14,889.

● Social media:
By using these types of KPIs, TocoToco can evaluate and adjust its content based on

followers' reactions.
● Traffic data: TocoToco's traffic is up 10% month over month.
● Facebook:
Reach: (Here are some of the people who have viewed a post since it appeared
online.)
Followers: Increase page likes by 200-700 new followers.

23

0

0


Impressive: Attracts more than 1,500 interactions (likes, shares, comments).

24

0

0


- Conversion rate KPIs: (Conversion KPIs quantitatively measure social interactions
that
convert into website visits, newsletter subscriptions, purchases, or other desired
activities. Increase conversion rates on ads reported to 5%.
-Time on page: (Average time on page explains the average length of all website visits
combined. Along with bounce rate and pages viewed per session, average time on
page on the page signals how long users stay on your site. Longer session lengths

signal that users are more engaged with your content.)
=> To calculate average visitor duration across your entire site rather than individual
sites, see average session length.
- Average session duration is calculated as the total duration of all sessions (in
seconds) / number of sessions.
- Google Analytics console, TocoToco's average time on the page last week was
5 minutes, and its average session length was 1 minute.
To improve the average session duration or average time on the Tocotoco website, we
use the following methods:
+ Reduce load time.
+ You can adjust the optimization direction.
+ Add internal links.
+ Improve the readability of your articles.
+ More pictures and videos
+ Optimized for all devices.
+ Use exit intent pop-ups.

IV. Campaign Analysis
A. Channel strategy
The campaign focuses on exploiting TocoToco Thach Hoa's existing resources
through the social media platform Fanpage. TocoToco Thach Hoa's fanpage has 1.1k
likes and 1.2k followers.

B. Budgeting
Within a month of running an advertising campaign for TocoToco Thach Hoa, we
focused mainly on our budget to increase the restaurant's awareness. Spending about
94% on sponsorship at events large and small at FPT University. The remaining
budget is used to run the minigame program and maintain the TocoToco Thach Hoa
page.

25

0

0