NOVAON GROUP she is working at the agency department of novaon as business development

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY
OFFICE FOR INTERNATIONAL STUDY PROGRAMS
SCHOOL OF INDUSTRIAL MANAGEMENT

BUSINESS TO BUSINESS MARKETING
NOVAON GROUP
Group 1 : CC01
Lecturer: Bùi Huy Hai Bich
Student name

Student ID

Lê Nguyễn Minh Trang

1852801

Nguyễn Văn Bảo

1852267

Phan Thanh Hoàng kim

1952805

Lê Võ Uyên Phương

1952109

Hoàng Nguyễn Đức Huy

1852400

Mai Tâm

1952437

Ho Chi Minh City, 12/2022



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ACKNOWLEDGEMENT
Firstly, we would like to express our special thanks of gratitude to our teacher,
Bui Huy Hai Bich, we truly appreciate you and your time you spent helping us in
many occasions. Thank you very much for the meaningful course.

We also would like to express the thankfulness to our guest, miss Dang Thi
Thu, she is working at the Agency Department of Novaon as Business Development,
has experience as an Agency for about 4 years and she had given us the precious
sources of information during the interview to complete this group project on the topic
NOVAON business to business Marketing, which also helped us in doing a lot of
research and we came to know about so many new things we are really thankful to
her.

Finally, we would also like to thank our friends as well as group members, they
had put a lot of effort into finishing this project within the limited time frame.

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ABSTRACT
Digital marketing for B2B companies is the marketing of products and services
to other businesses and organizations. It utilizes similar strategies and tactics as
business-to-consumer (B2C) marketing, except its approach is more informational and
straightforward than B2C.

Digital NOVAON is one of the leading prestigious agencies In the digital
marketing sector in Vietnam. as one of the highest growth agencies in Southeast Asia,
Novaon has gradually asserted its reputation as a large-scale corporate client to Small
and medium-sized enterprises
Purpose - The purpose of the study is to observe and analyze B2B Marketing of
NOVAON company, this study also provides new insights to everyone about the key
elements in Marketing Mix tools of Novaon's B2B Business: Product, Price, Place
and Promotion.
In addition, Communication, Distribution, Personal Selling in B2B Marketing
are essential and important factors , it will be showed in their B2B marketing strategy
via special event and activities

Findings
- The report introduces Novaon via organization overviews with their general
information, milestones, product & services accompany by achievements, also
pointed out the rational of choosing NOVAON comapany as our study and research
topic
- The second part of the report was company analysis , divided into subsections
that reinforce the analysis as follows :
Product analysis : In this section, we focus on Novaon's customer segments,
including small & medium enterprises and media partners, followed by positioning
analysis based on product features and applications, product price. Eventually, the

target market that Novaon has been targeting during its 16 years of experience in the
digital field

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B2B Marketing Analysis : included Market share distribution and Market
growth rate in the analysis " B2B Marketing activities outside the company.
The next part is to analyze B2B Marketing activities of the company according to 4P
criteria ( Product , Price, Place, Promotion )

- The third part is Specific Activity/ Event : In this section, the report focuses
on B2B marketing tactics analysis of Novaon, including Product, Distribution,
Pricing, Communication and Personal selling strategies. From that, lessons can be
drawn from Novaon's strategies

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TABLE OF CONTENT
ACKNOWLEDGEMENT .......................................................................................... 1
ABSTRACT ............................................................................................................... 2
PART I: INTRODUCTION ........................................................................................ 5
1.1. Organization overview .................................................................................. 5
1.1.1. General information ............................................................................. 5
1.1.2. History development ............................................................................ 5

1.1.3. Mission and Vision .............................................................................. 6
1.1.4. Core values .......................................................................................... 7
1.1.5. Products & services ............................................................................. 7
1.1.5.Achievement ....................................................................................... 10
1.2. Reasons for choosing the company .............................................................. 10
PART II: COMPANY ANALYSIS .......................................................................... 11
2.1. Product Analysis ......................................................................................... 11
2.1.1. Customer Segmentation ..................................................................... 11
2.1.2. Positioning ......................................................................................... 11
2.1.3. Target market..................................................................................... 12
2.2. B2B Marketing Analysis ............................................................................. 12
2.2.1. B2B Marketing activities outside the company .................................. 12
2.2.2. B2B Marketing activities of the company .......................................... 15
PART III: SPECIFIC ACTIVITY/ EVENT .............................................................. 19
3.1. Introduction ................................................................................................. 19
3.2. B2B marketing tactics analysis .................................................................... 19
3.2.1. Product .............................................................................................. 19
3.2.2. Distribution ........................................................................................ 20
3.2.3. Pricing ............................................................................................... 20
3.2.4. Communication ................................................................................. 21
3.2.5. Personal selling .................................................................................. 21
3.3. Lesson learned ............................................................................................ 22
PART IV: CONCLUSION ....................................................................................... 23

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PART I: INTRODUCTION

1.1. Organization overview
1.1.1. General information
Founded in 2006 with the predecessor name NovaAds and operating mainly in
three fields of Digital Marketing, Digital Transformation, and Digital Finance
experienced 16 years of development with many fluctuations and ups and downs. Up to
now, NOVAON Group has become one of the leading brands in the Digital field in
Vietnam; No. 1 digital marketing market share in Vietnam and Southeast Asia, serving
more than 87,000 customers, Google's senior partner in Southeast Asia, priority partner
of Facebook and Alibaba. Currently, NOVAON has 10 member units and more than
1000 employees in 5 countries: Vietnam, Thailand, Indonesia, Philippines, Singapore.
With the mission to help millions of businesses succeed in digital transformation,
NOVAON Digital Corporation took a shortcut to take the lead and well seize the
opportunities and challenges that the Internet brings to create breakthroughs, change
and bring people the best values.
With the constant efforts and solidarity of the whole staff, long-term investment
strategy and advanced technology platform, Digital NOVAON Group has been trusted
and used by thousands of customers. It is a worthy reward for our efforts in the mission
of bringing the best values to people and life. To continue sustainable development,
Digital NOVAON Group is committed to always putting the interests of customers and
partners first, always being honest, dedicated and professional in its own products and
services. In the future, NOVAON will continue to affirm and maintain the pioneering
brand in the field that the group is pursuing.
1.1.2. History development
Phase 1 (2006-2009): Digital Orientation
Phase 2 (2010-2015): Focus - Digital marketing Agency
Phase 3 (2016-2020): Ecosystem Development
Mission: Raise the level of governance, build a platform, develop the ecosystem.
In 2016:
- Novaon Ads becomes Google's fastest growing Premium Partner in Southeast Asia.

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- Marking a strong development step of NOVAON to the Southeast Asia market.
- Bookin won the Sao Khue Prize 2016.
In 2017:
- Established Digital Export, Novaon Cloud.
- Established NOVAON PHILIPPINES.
- Successfully launched NOVAON AutoAds – an advertising optimization toolkit with
3000 customers after 6 months, a premise for the next Adtech products.
In 2018:
- Launching NovaonX
- Developing and planning to launch the Adtech platform on the company's 12th
birthday.
- Become Accelerate Premium Partner of Google in Indonesia.
In 2019:
Launching Onshop and more than 20 products in the ecosystem
In 2020:
- Launched 5 digital platforms: Onsales, Onfluencer, Onfinance, Onpeople,
Oncustomer.
- Launched the largest business digital ecosystem in Southeast Asia with 8-10 platforms
and 25 products.
In 2021:
- Becoming a leading business digital ecosystem in Southeast Asia
- Launching Novaon Capital
1.1.3. Mission and Vision
1.1.3.1 Vision:
- The largest business digital ecosystem in Southeast Asia 2020.

- Become a 20-year-old unicorn startup (2026).
- The world's top 100 technology company is 30 years old.
- The company is older than 95 years (2 centuries).
1.1.3.2. Mission:

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- For customers: Helping millions of businesses succeed in digital transformation.
- For the country: Make Vietnam strong.
- For employees: Help employees improve their capacity, achieve success, and live
happily.
1.1.4. Core values
CUSTOMER IS NO. 1: Customer satisfaction is the highest priority and
throughout NOVAON’s operations
Aspiration: All great success is rooted in the thirst and ambition to burn
Continuous learning: Want to not lag – be excreted, must learn constantly
Commitment: We live and work by our prestige and honor
Action: People will remember what you do, not what you say.
Teammates: Want to go fast and go alone-want to go away and join teammates
to help millions of businesses succeed in converting
1.1.5. Products & services

a) Services
Novaon Ads

Novaon communication

Providing marketing solutions including:

Providing total digital solutions:

1. Social production

1. Strategic planning

2. Digital media booking

2. Creative & Social planning

3. E-commerce

3. Digital transformation

4. Performance marketing

4. E-commerce solution

5. Martech

5. Martech solution
6. Digital communication

b) Products
Oncustomer

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Increase lead collection rate on the website, Manage multi-channel communication
centrally on one platform, Increase user experience on the website Evaluate and measure
the effectiveness of marketing campaigns.
Measure indicators of customer care efficiency, improve staff performance through
conversation flow and performance reporting system to each employee and automate
24/7 customer care. Selling directly when customers are on the website is easy.
Onmarketer
OnMarketer product is the first omni-channel marketing automation platform:
Maximize Website Conversions and Automate Lead Nurturing. Build a personalized
journey, help optimize website conversions automatically with intuitive drag and drop
tools. Build a customer experience journey by coordinating multi-channel interactions,
driving, and leading visitors to lead. Create personalized and cross-channel experiences
that drive customers unobtrusive, natural, and personalized.
Novaon Auto ads
Products are used on google platform. The software will be installed on the website
of the business and customers can link to other channels (facebook, instagram, ...) of the
business to increase conversions and close sales quickly and successfully.
Setup and optimize google shopping quickly
Blocking Virtual Clicks: Helps Advertisers block fake clicks from competitors or
eliminate potential customers when advertising through Google Search.
NovaonX Chatbot
Attract and expand customers
Effective customer interaction
Increase the closing rate
Automated customer care
Optimize administrative performance
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Onshop
Onshop – E-commerce platform that supports creating a sales website within 30
minutes, centralized sales management throughout, integrated advertising and omnichannel sales. Help customers manage data centrally, sell on multiple channels, increase
the number of customers and revenue, save costs…
Onsales
Onsales is currently developing the Onsales CRM Revenue Growth Tool. Support
Onsales businesses to easily manage the sales cycle, optimize sales and marketing
efficiency and interact quickly with customers anytime, anywhere.
Onfluencer
The first CPA Influencer marketing platform is proud to be a member of the
NOVAON ecosystem. Influencer Marketing effectively increases brand awareness and
can meet sales goals. Onfluencer will help KOLs connect with thousands of brands,
proactively choosing the right campaign. Simple process, full of information. Direct
interaction, quick and effective campaign deployment.
Onfinance
Onfinance was born in the NOVAON ecosystem with 16 years of experience.
Onfinance is currently developing Onfinance Invoice – Electronic invoice software that
will help businesses easily manage invoices in large quantities, saving printing and
storing costs for businesses. Onfinance is 90% compatible with accounting software,
create own invoice templates for free, find everything fast & smart with AI, batch
operations on invoice lists, revenue reports, tax payments in real-time, and mobile
compatible.
Onpeople
Onpeople HRM was born to help businesses manage their human resources easily
and effectively, improve the HR experience with outstanding benefits: Increase
customer experience; Increased satisfaction; Easily connect with ERP, CRM

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management software..; Employee training and retention; Quick and easy reporting,
Confidentiality of information; Comply with labor laws and organization regulations
1.1.5.Achievement
2016: Online travel company Bookin reached the title of Sao Khue.
2018: Novaon Autoads won the Sao Khue title and the Vietnamese three Talents
award, and became the largest advertising platform in Southeast Asia.
2018: NOVAON has reached the top 50 of the largest technology company in
Vietnam and the top 10 4.0 technology Enterprises VOTED BY Vinasa.
3/2019: NOVAON reached the top 32 in the 500 fastest growing enterprise in
Vietnam (FAST500) ranked by the Vietnam Report company.
4/2019: NOVAONX and NOVAON AUTOADS reach the title of Sao Khue.
16/5/2020: NOVAON is particularly honored to reach 3 Sao Khue titles for
platforms: Onshop – Unified ecommerce platform, Onsales – Revenue growth platform,
Onfluencer – Influencer platform Marketing.
12/01/2021 NOVAON was honored in 12 prestigious "Make in Vietnam Digital
Platform" businesses.
15/7/2022 Novaon Tech won the award of Top Industry 4.0 Vietnam 2022
1.2. Reasons for choosing the company
In recent years, the outstanding development of 4.0 technology has created
drastic changes in many aspects, including the field of Marketing. Digital Marketing is
gradually changing the position of traditional marketing by the process of digital
transformation.
Moreover, after the covid-19 period, digital marketing solutions have been
supporting businesses a lot.

NOVAON is an enterprise specializing in providing digital solutions to more than
95,000 corporate customers. Therefore, our team decided to choose NOVAON Digital
Joint Stock Company to study more about the B2B marketing environment, and this is
also a document to support us in the process of completing the course requirements.

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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PART II: COMPANY ANALYSIS
2.1. Product Analysis
2.1.1. Customer Segmentation
The determination of customer segments is a critical aspect in NOVAON's
success. To do this, NOVAON has gone through several steps of careful analysis on
demand and budget factors in order to identify the ideal target customer group for its
products.
At this time, NOVAON separates its segments into two groups in accordance
with the company's business strategy:
● Businesses: Mainly small and medium-sized businesses. These businesses run
unsuccessful online and digital marketing initiatives. Their advertisements are
doing ineffectively because post-ad data has not been properly examined. In
addition, they also lack market research. For NOVAON, this is the most
important and profitable segment.
● Media partners: With the goal of “đồng hành với các ông lớn”, Novaon
collaborates with social networking sites such as Google, Facebook, Tiktok,
Youtube. From the beginning, the Novaon specification has been that they cannot
compete with Google and Facebook in creating a Global Platform like them.
Instead, Novaon can accompany and generate value for clients through Google
and Facebook's primary products.

2.1.2. Positioning
Positioning based on product features and applications
Novaon can leverage technology to include Google and Facebook platforms in
its customer plans. Other agencies typically develop plans that primarily make use of
Google and Facebook platforms that are accessible to the majority of people. The unique
feature that distinguishes Novaon from other agencies is its ability to develop tools that
support those platforms, allowing it to generate more conversions while saving money
on conversion costs. The company has been successful in identifying its products and
services as having unique applications and outperforming competitors. The more diverse
the benefits and characteristics, the more businesses choose the service.
Positioning based on product price
NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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Novaon's customers are typically businesses, and partners can be agencies.
Customers are offered a service package rather than a product by the company.
Customers who fall into the Luxury category will receive more services or use products
from that service package. At the same time, customer reach in the media will be
expanded. When competing on price directly in the media, Novaon clearly understands
its value, information including data on Facebook's recent set conversion, meta
converse. The company provides various service packages and prices based on the
customer. Based on the aforementioned factors, it is clear that Novaon clearly identifies
the customer segment it is targeting and offers the most appropriate price.
2.1.3. Target market
Digital is not only NOVAON's core service but also its strength because the firm
was built on the digital sector from the start and has over 16 years of experience in this
field. Therefore, the business aims to penetrate developing nations' digital markets,
particularly those in Southeast Asian nations. Approximately 72% of people in

Southeast Asian countries utilize the Internet, according to projections from Digital
2022: Global Overview Report. Additionally, it is for this reason that NOVAON is
expanding into Southeast Asia.
2.2. B2B Marketing Analysis
2.2.1. B2B Marketing activities outside the company
2.2.1.1. Market share distribution
Based on a survey of 167 Vietnamese enterprises with annual revenues of up to VND
500 billion (minimum of VND 5 billion) and outstanding digital activities, the Report
has published data on Vietnamese enterprise marketing trends in 2021:
● Digital marketing is becoming an increasingly important strategic component of
all businesses in the future, rising from 18% in 2020 to 39% in 2021.
● The average business investment in digital marketing in 2020 is estimated to be
17% of total revenue - a significant amount. The level ranges from 10% to 20%
of revenue, accounting for approximately 20% of the enterprises polled.
Based on those parameters, it is clear that the level of competition in the digital
marketing industry is rising in line with the digital revolution. As a result, digital
marketing agencies are becoming increasingly popular, primarily serving B2B clients.
NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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There are many agencies that compete with Novaon in the field of digital marketing
today. A good Digital Marketing Agency can meet all of a company's needs, so here is
a list of some good ones in Vietnam which are the strongest Novaon's competitors
CleverAds
CleverAds specializes in providing online marketing packages with various forms of
advertising (video advertising, mobile, SEO, TVC advertising,...) to many large
customers such as BUV, Aeon Mall, Vietnam Airlines, Vinhome, and others.
Vinalink

This firm specializes in consulting, overall marketing strategy implementation, and
multi-channel communication services, website design, SEO standard article writing,
and so on. Vinalink invests more in training development in line with the marketing
industry's growth trend. Vinalink Academy currently has four training centers
throughout the United States that specialize in Online Marketing, SEO, Facebook,
Content Marketing, and online sales.
YouNet Digital
YouNet specializes in providing comprehensive Social solutions through the application
of social networking technology to sales, marketing, and operations. Because of its
advantages, YouNet has been able to collaborate with a large number of customers who
are large-scale multinational corporations in Vietnam.
2.2.1.2. Market growth rate
According to the Vietnam Digital Marketing Trends Report 2021, the average
predicted online advertising market size (QCTT, Online Ads) in Vietnam in 2020-2025
continues to maintain a strong CARG growth rate of 21.5%.
The impact of the COVID-19 pandemic has delayed the growth rate in 2020, yet
the entire revenue of QCTT is at 820 million USD, with revenue expected to reach 955.7
million USD in 2021. In Vietnam, spending on online advertising tops one billion USD
per year.
Despite many challenges caused by the epidemic, the digital economy reached
14 billion in 2020, a 16% increase, and is expected to grow to 52 billion by 2025. Ecommerce expanded at a rate of up to 46% per year.

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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Up to 41% of new digital services debuted after the COVID-19 epidemic, and up
to 94% of users intend to continue using them. People saw online and technology as
very useful tools for daily life, with online time increasing from 3.1 hours to a peak of

4.2 hours during the pandemic and remaining at 3.5 hours per day.

Digital Marketing has grown tremendously in the last five years, with a market
forecast of around 2-3 billion USD in 2021. The COVID-19 period has had a negative
impact on the Vietnamese economy as well as the global economy, but the growth rate
of Digital Marketing in Vietnam is still 20-30%, and some businesses in the industry
have a growth rate of 200-300% in 2020.

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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2.2.2. B2B Marketing activities of the company
2.2.2.1. Product
Mass customization strategy
Novaon does not provide a specific product, but rather offers service packages for
customers to choose from. Although the company offers options for customers to
choose, customers can still make requests during the negotiation process and Novaon
will study the needs of customers to adjust accordingly. request. From the above
examples, it can be seen that the company is performing mass customization, producing
or providing services according to customer requirements.
Support service strategy
A specific procedure will be followed when providing services to customers. We will
first win the brief, then exchange unclear information from the brief with the client to
discuss the directions outlined in the first draft for the customer to comment on, and then
begin a quote. Quote with what service the customer is acceptable with that quote for
planning that step, then the customer will go to pitching, and the customer will choose
whether or not to use the product at the feedback stage. The customer will make the final
decision after reviewing the proposal. If the customer is pleased with the proposal, a

contract is formed. Following the implementation of the campaign, the company will
begin to take over. From the moment an idea is born to the moment a contract is signed,
Novaon prioritizes support services for its customers. Novaon must follow up with
customers until the service is completed when using this type of service. The partners
are satisfied, and the next service cycle begins, thanks to the thorough customer care
service.
Stands out strategy
In terms of communication and direct price competition, Novaon has a significant
advantage. When it comes to competition, Novaon is not the only option when it comes
to using the service. Until now, the company has also had many significant unique
selling points announced by well-known partners such as Google and Facebook,
establishing Novaon's position not only in Vietnam but also throughout the region.
Asia's Southeast region. Another strong point for Novaon is the agreement to use Google

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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and Facebook platforms in a customer acquisition campaign. Not only that, but the
company can also help that platform generate more conversions and save money.
Brand strategy
Name each product line
If a company already has a website and wants to install botchat software on it, Novaon
will sell this product package with an expiry date determined by the contract between
the two parties. Novaon has named each product line so that customers can easily
identify the product and its features. Customers will remember product combinations
more easily if this name is used to promote products from the same line together. This
strategy is evident in Novaon products such as ON Finance, On Marketer, and so on.
Combine product name and brand

Novaon has become one of the leading corporations in digital marketing with 16 years
of experience in the digital economy. Taking advantage of the opportunity, the company
has incorporated the product name products and brands themselves. This type of naming
capitalizes on the company's reputation while also branding the product. Some common
examples include NovaonX Chatbot, Novaon Ads, and so on.
2.2.2.2. Price
With the nature of providing service packages, Novaon's pricing policy will
therefore also be flexible and suitable for each customer, each specific case. As
mentioned above, Novaon has segmented customers into different objects, so the
company will focus on what value it brings to each of them, and each value will be
priced differently.
For example, customers with more budget can buy a full service package, the
spread of media channels is higher. If the budget is more limited, Novaon will find other
alternatives, although it cannot be as large as the first option, but can still bring a certain
effectiveness to the client, and of course requires the approval of the client.
A good thing about Novaon is that after studying and researching the client's
situation, Novaon will propose service packages and solutions to solve that problem for
customers. Novaon must really understand who the customer is, what they need and
what problems they are facing in order to be able to make appropriate and effective
suggestions, instead of just listening to the client's request and following it without any
NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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thoroughly analyzed and evaluated. Therefore, each client will have different needs, so
different proposals will also have different prices. In addition, it is not the end, after the
quotation there is a negotiation step, then the price may change.
2.2.2.3. Place
Novaon has two main ways to reach customers: online and offline.

-

Online includes Social Media Platforms (Facebook, Youtube, Linkedin,
electronic media) or Digital Platforms (Website, Search - Google, Email
marketing, Mobile)
+ Novaon's distribution channels have been carefully reviewed and
evaluated to come up with a strategy of communication content, messages
of the campaign. Therefore, targets for each department of the company
will also be different and need to be specifically determined in certain
cases.
+ In addition to promoting prices, Novaon also uses many other
communication materials such as PR articles, referrals, etc. The strategy
that Novaon sets out will be considered from time to time (strategies are
updated), the company will consider what is available now and what can
be done in the future, and at the same time predicting the market's demand
is inevitable. (Evaluate the past and predict the future)
+ Moreover, Novaon also uses other paid media such as Facebook ads and
Google ads so that when businesses have a need for Digital, they just need
to search for related keywords and Novaon will be suggested (increase
visibility and reach of potential customers). Regarding the advertising
strategy of advertising on a large scale or customizing each customer
object, it will still depend on the context and purpose of the company at
that time.

-

Offline includes Sales B2B or Events
+ At Novaon, the department in charge of B2B selling will be the Business
Development department, most of the work will be sales, business
development, bringing briefs, closing contracts, and managing that

project.
NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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+ This is also the source that brings the most customers and revenue for the
company because meeting directly and convincing customers will have a
higher probability of success.
In addition, Novaon also has cooperative relationships with other partnerships,
which are mutually beneficial. Once a customer has a need that one party cannot meet,
that party will introduce the customer to the service of the other party. For example,
Novaon has strengths in Media and a partner specializes in Creative, then when
customers are not good at playing media, they will use Novaon's services, and when
they want to develop Creative, Novaon will introduce the partner to customers. Besides,
this cooperation relationship is also reflected in activities, events, workshops, etc., with
the aim of jointly building brands for both parties.
2.2.2.4. Promotion
Novaon's competitive advantage is on price, so when the communication
marketing will compete directly on price. However, not so detailed information about
promotions and discounts will be public. Because Novaon provides services to
businesses as mentioned above, all promotions and incentives will be flexible according
to each customer.

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development

PART III: SPECIFIC ACTIVITY/ EVENT

3.1. Introduction
One of the projects that Novaon has successfully implemented for its customers
is the promotion of real estate projects. Initially, that real estate company had to spend
a lot of time and money to promote its real estate project offline, but almost very few
customers knew about the project. Most customers tend to search for information about
real estate projects on online platforms, however, at that time, very little information
about that real estate project, on the other hand, old negative information about that real
estate projects reappeared. On the other hand, after being provided with solutions by
Novaon and implementing the tactics, that company successfully sold a lot of real estate,
revitalizing that project. Specific B2B Marketing tactics will be further analyzed to
clarify the factors that contribute to the success of that real estate project.
3.2. B2B marketing tactics analysis
3.2.1. Product
To bring success to its customers, which is a real estate company, Novaon has provided
services that help the company revive projects, save a large amount of costs but still
ensure effectively reaching customers. First, Novaon has taken steps to handle bad news
online by promoting new content to reduce the frequency of negative content, using
chatbots to advise and explain to customers about bad news, in order to make customers
have more confidence in real estate products, besides, Novaon has implemented bad
news navigation by setting up media data that makes the display frequency low.
In addition, the advertising strategy for the real estate company follows the 3-step
strategy of Warming - Booming - Maintaining. At each stage, the company identified
the right content and optimized the reach of the ads such as identifying the ad formats
that convert well (Google Search, Google Display Network, Facebook Page Post,
Facebook Reach), Facebook Click To Web, YouTube Instream…), production of
documents to attract investors, tools to support investors (sale kit, landing page, model).
● Warming: also known as the start-up phase, is widely communicated about the
project's potential and awakens the market to attract the attention of target
customers. Novaon also exploited content that focuses on affirming the potential

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of the project from reports and analysis of experts, affirming the investment
value, revealing the first actual images of the project.
● Booming: booming phase’s purpose is to promote brand and project
communication by affirming advantages to attract investors and buyers to live in,
and at the same time promoting communication for opening and selling activities
and exploiting project capacity potentials. The content orientation of this stage is
for customers to experience the actual images of the project, help them get a
direct view, and provide information about attractive incentive programs.
● Maintaining: after collecting a number of potential customers, the contractor
continues to maintain interaction with customers to urge them to make the final
investment decision. The content that needs to be promoted at this time is the
information, images, short clips about the life of new residents and the joyful and
bustling atmosphere after the project is opened for sale.
3.2.2. Distribution
Novaon has succeeded in reaching target customers thanks to B2B sales, who takes
responsibility for contacting businesses who have needs of Digital Marketing, meeting
and building relationships with customers to discuss and determine about advertising
campaigns. In addition, Novaon has built a filter and strategy to evaluate potential / nonpotential customers which help them reach more clients.
3.2.3. Pricing
After the B2B Sales department contacted and BD successfully pitched, there was some
conflict during the quotation process between Novaon and their customers. The
company asked to add distribution channels and increase the number of leads and
conversion rate for each channel. However, after a thorough negotiation and explanation
to the customer, with the budget that the company offers, this is the most optimal option,
and explain to them that not every channel will be effective, only Should focus on

channels that are sure to succeed, a dense unplanned presence can backfire on customer
attitudes. And affirm that the proposal that Novaon offers to customers is both optimal
in terms of cost and efficiency. Finally, the customer agreed on the original price
proposal.

NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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3.2.4. Communication
For NOVAON, it is very important to inform customers and connect with them
during the implementation of a project to understand the changing needs and desires of
customers. Customers will always have the ability to comment and the support team
will interpret and edit to suit customer expectations. Customers are always the key
factor because they have a lot of knowledge and experience in their field that
NOVAON can tap to contribute to a more successful, more effective project.
Currently, NOVAON communicates with customers through different channels
based on the progress of the project:
When offering to introduce the company/product, BD will usually be in charge
by sending emails to introduce services, update market trends to attract potential
customers, or make sales calls through the customer list (collected by BD in the
process of working).
When receiving the brief (a summary of the idea that the customer wants
NOVAON to implement) will be discussed directly at the office.
When the project is in the implementation phase, most will exchange online
(email, zalo), continuously update the situation for customers (maybe 24/24).
Currently, the way to communication to exchange information for customers are very
diverse, as long as it best supports the work of customer support and helps customers
feel secure and comfortable.

3.2.5. Personal selling
The company's B2B sales department is the department that has information
and a list of potential customers, they will actively approach and introduce the
company and service suggestions to potential customers to convince customers use
NOVAON's services when they have a need. After persuade customer, they will work
with customers as follows:
● First, they will be to exchange unclear information, discuss more with the
customer about the directions outlined in the previous draft, give the customer a
second sketch and conduct a quote.
● After the quotation, if the customer agrees, the project will be planned.
● Next, the customer will choose the options that have been given.
NOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.developmentNOVAON.GROUP.she.is.working.at.the.agency.department.of.novaon.as.business.development


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● Finally, the Final proposal: at this point, the customer will make a decision to
sign the contract or not based on their requirements and NOVAON's
capabilities.
The whole process of working on is the task of Business Developer. After the contract
agreement is completed, the task-receiving departments at NOVAON will start
working and will check and accept after completing the work.

3.3. Lesson learned
● Each tactic evaluates the pros and cons, which one has a framework of criteria
to compare.
● B2B sales must know who their potential customers are, understand the value
of customers and what they bring to the company.
● BD will often have a broad and selective view: what potential customers will
look like and how non-potential customers will be, there will be a strategy to

approach and conquer BD's customers.
● Communication will go step by step, helping customers to transform
themselves, and the most important factors leading to success: Clement
weather,favourablr terrain and concord among the people. (thiên thời địa lợi
nhân hoà)

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PART IV: CONCLUSION
Novaon owns an enterprise operating system with more than 20 software
(marketing, sales, e-commerce, business operations). The products are highly flexible,
adapting to the actual needs of the business. Novaon chooses different approaches for
its platforms and solutions, in order to bring the highest return on investment for
customers. Instead of focusing on technology, Novaon focuses most of their attention
on solutions and product application methods for each business customer ,
accompanying businesses to help them increase revenue and improve the experience
as using Novaon's products and services. Novaon always makes constant efforts to
implement the Group's slogan: "Empowering your next". In today's era, digitalization
is the key to success. Therefore, Novaon calls on all individuals and businesses to
think and act as pioneers in this common trend.

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