Social media and media ad marketing plan for 0 degree green tea in 2012

1

WORD OF WARANTEE

I undertake that this is the project of my own. Figures and result which are
mentioned in this project are righteous.

Project Author

Nguyen Xuan Duy


2

ACKNOWLEDGEMENTS

Firstly, I would like to thank my tutor, Dr. Hoang Thi Phuong Thao for the
support and advice, continuous guidance, has kept me carrying out my thesis.
Without such guidance and assistance, I could not have finished my thesis on
time.
I would like to express my deep gratefulness to all Professors of Solvay
Business School who directly conducted this program to us. This course gave
me a lot of useful knowledge about Marketing and Business Management that
would help me to keep always on the right track of my professional work in
the future.
My uttermost thanks go to my study group in MBMM5 class, whom I could
get endless experience and mental support; also to my family, colleagues and
friends, who listened to my ideas and encouraged me in completing this thesis.


3

TUTOR’S COMMENTS

Author has a quite clear objective for this final project, a logical review of
theory linking to a concrete practice action plan.
The thesis follows a good structure, from the approach of problem to solutions
with reliable statistic from reputation sources.
I highly appreciate author in the way of using database of professional
company and making a proper analysis about a new market of advertisingdigital advertising. The digital marketing plan is coming from the reality and
close to the requirement base on the standard needed of brand.
The introduction about literature review has supplied a full picture of digital
market - it’s enough information to make a digital marketing plan with social
media and media ad channels.
In general, this thesis meets the requirement for a final project of MBMM
program. I hereby propose this thesis to be presented to the jury’s board.

HCM City, March 2012

Dr. Hoàng Thị Phương Thảo


4

EXECUTIVE SUMMARY

Marketing department THP Corp do the digital marketing activities for 0
degree green tea to help this brand increase the awareness in market from 1825 years old which was considered the most effective platform. And within
this project focus on social media marketing and Media Ad marketing are
emphasized as the most popular and useful tools on digital marketing.
Within the social media marketing – this project will go through the

information about the activities of online users interact with social network,
the budget and ROI when you spend money on it, which is the powerful social
network in Vietnam – all the activities will go together within Fan site
Management, Online Contest, Hot Blogger, Apps on social network, viral
clips, media sharing network.
Within the Media Ad marketing – this project will go through some market
analytics to finalize which places is the most effective and suitable for our
target audiences, beside that we will cooperate with some third-party to
tracking the effect of campaign look for their suggestion and preparing for the
production team ready the concept and information for online booking banner.


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Contents
Chapter 1: INTRODUCTION....................................................................................... 1
1.1

Rationale of the study ................................................................................... 1

1.1.1

Industry’s Background: ......................................................................... 1

1.1.2

Company Overview: ............................................................................. 2

1.1.3

Problem statement:................................................................................ 3

1.2

Objective of the study ................................................................................... 4

1.3

Scope and limitations .................................................................................... 4

1.4

Methodology ................................................................................................. 4

1.4.1

Data collecting: ..................................................................................... 4

1.4.2

Data analysis: ........................................................................................ 5

1.5

Structure of the project: ............................................................................... 5

Chapter 2: LITERATURE REVIEW............................................................................ 6
2.1

Digital Marketing: ......................................................................................... 6

2.2

Social media marketing ................................................................................. 7

2.3

Media Online Marketing ............................................................................... 8

2.4

KPI for digital marketing tools....................................................................... 9

2.5

Chapter Summary ....................................................................................... 10

Chapter 3: SITUATIONAL ANALYSIS .................................................................. 11
3.1

MARKET OVERVIEW ............................................................................. 11

3.1.1

Macro environment ............................................................................. 11

3.1.2

Micro environment.............................................................................. 15

3.1.3

Digital channels Analysis.................................................................... 16

3.2

MARKET SHARE ANALYSIS ................................................................. 24

3.2.1

Mass market ........................................................................................ 24

3.2.2

Youth market ...................................................................................... 25

3.3

Chapter Summary ....................................................................................... 27

Chapter 4: THE MARKETING PLAN ....................................................................... 28
4.1

MARKETING OBJECTIVES .................................................................... 28

4.2

SWOT ANALYSIS: ................................................................................... 28

4.3

TARGET MARKET: .................................................................................. 29


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4.4

MARKETING STRATEGY ....................................................................... 30

4.5

Action Plan: ................................................................................................ 31

Action plan of Social Media Marketing: .............................................................. 31
Action plan of Media Ad Activities:..................................................................... 41
4.6

Human Resources: ...................................................................................... 48

4.7

Key Performance Indicators & Budget: ...................................................... 50

4.8

Campaign Controller:.................................................................................. 53

1.

Websites: ........................................................................................................ 58

2.

Books & e-books:............................................................................................ 58

APPENDIX ................................................................................................................ 59


1

Chapter 1: INTRODUCTION

1.1 Rationale of the study
1.1.1 Industry’s Background:
After 6 years publishing brand 0 Degree Green Tea (Trà xanh 0 ñộ) to target
for Vietnam Green Tea Market – being the leader in this market for a long
time, but in 2011 base on the market research of AC Nielsen, marketing
department realize that 0 Degree Green Tea is not a leader in market 18-25
years old anymore.
The C2 Green Tea become the leader in this segment and it’s big problem for
0 Degree Green Tea when the expectation of THP will let 0 Degree Green Tea
is the leader in all the segment in Green Tea market Vietnam.
Whenever making a market analysis, brand team of 0 degree green tea make a
decision about this: The retail and good delivery system of THP (0 degree
green tea) is the best in Vietnam market (compare to Pepsi, Coca-Cola and
C2), nation-wide logistics system will help THP can easily deliver their
products very fast and these are exported to all the outlook / mini-store,
everywhere consumers can find and buy the THP’ products.
Base on the market research from 18-25 years old what are they doing every

day: Most of the time they have to come to university and learning, it takes
around more than 8 hours per day and after that they go to join in sport,
entertainment and enjoy the outdoor activities not only in university, they
participate in some clubs, teams and play with their friends to enjoy the
activities. After outdoor activities, come back home or go to the internet centre
to play game, make friends, finish the exercises … they will spend around 2-3
hours per day for some online activities. That’s the plenty of time for us to
target to them via online channel and cooperate with offline activities to
recruit much more consumers and increase the brand awareness inside this
segment via online channel.


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The most effective tool to do marketing is Digital Marketing – the most
powerful and interactive platform for increase the awareness.
And because of THP has not done much digital campaigns compare with the
competitor they have done lot of campaign year by year to increase the
awareness in this market.
In this final project, I can’t mention about all the digital marketing tools to do
with 0 degree green tea – only look for social media and booking media to
analyse and build up a full marketing to go ahead with.

1.1.2 Company Overview:
Established in 1994, Tan Hiep Phat, its precursor being Ben Thanh beer and
beverage workshop, has become the strong beverage group now with a series
of healthful products. Tan Hiep Phat is the pioneer company in changing the
Vietnamese drink habit: familiar with healthful bottled drink. The products
such as 0 Degree green tea (Trà xanh 0 ñộ), Dr. Thanh herbal tea (Trà thảo
mộc Dr. Thanh), or newly I-kun carbonate green tea…are the leading brand

names in the Viet Nam market, have showed the stature of the leading
company in approaching and understanding the changeable demands of
consumers.
To become the leading Asian group in three main business fields: beverage,
instant food, and plastic packaging, Tan HiepPhat has invested to improve
technology, modernize machines, production line. Tan HiepPhat is proud of
being one of the companies having the Vietnam’s the most modern technology
and production lines such as Aseptic fill line, Japanese, European production
technology. Moreover, Tan Hiep Phat has achieved 4000 staffs, officers who
are professional, well-training, experienced, and enthusiastic, strives for the
development

of

company.

Recently, Tan Hiep Phat (THP) has become one of the biggest companies in
Viet Nam with the high developing growth, and the average growth rate from


3

2007 to 2010 is 40 % and makes a growth of 10% in labour’s income, always
is a leading company in the Viet Nam’s beverage market.

1.1.3 Problem statement:
A Digital Marketing strategic plan for brand 0 Degree Green Tea will be
proposed to THP in 2012 that it will help reach the sale target and awareness
expected percentages (60%).
One of the big problems between 0 Degree Green Tea and C2 Green Tea

should be consider about the price and storage. All the people can make a
calculation about the price and ml of 0 Degree Green Tea and C2 Green Tea,
most of the people said that 0 Degree Green Tea is more expensive in
comparison with C2 Green Tea but in the reasonable the price per ml (mililitres) the 0 Degree Green Tea 9,000 VND for one bottle with 500 ml and final
18 VND per ml and same with C2 Green Tea 7,000 VND for one bottle with
350 ml, it tells us about 20 VND per ml. Final conclusion about this that 0
Degree Green Tea is cheaper than C2.
Taste of 0 degree green tea has been accepted by huge market from 30 to 45
years old – being the leader and good for health dedicated information about
that’s mean 0 degree green tea is good in taste. But the sale volume of 0
degree green tea in segment 18-25 years old is too low, after considering the
final conclusion of this problem is brand don’t have good awareness inside
market 18-25 years old, and marketing department have to increase it at much.
Base on the market research of AC Nielsen (Sep/2011) 0 Degree Green Tea
have 40% awareness of market segment 18-25 years old about the market
shares is lower than C2 Green Tea – to increase sale 0 Degree Green Tea must
do more marketing activities target to this segment to increase the brand
awareness.


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1.2 Objective of the study
The objective of this study is to bring up the marketing plan to propose for
new marketing channel – digital marketing within Social Network and
Booking Media Online Activities. Whenever this marketing tool is very new
in Vietnam but it’s the most potential tool for reaching to the segment 18-25
years old. Within this project I will break down in details the digital marketing
plan via 2 main channels Social Network and Booking Media marketing.

1.3

Scope and limitations

Being a digital agency of Tan Hiep Phat for Number One, 0 Degree Green Tea
the project will focus on all the information which I have been shared by THP
Branding Department and their purpose in 2012 and what is the real problem
of 0 Degree Green Tea.
Limitation: which a short time for researching, the project just focus on the
current market of digital marketing, an overview from marketer perspective
and from the agency perspective.
All the data inside this project from AC Nielsen / Cimigo / TNS is not up-todate, it was made in 4th Quarter 2011.

1.4 Methodology
1.4.1 Data collecting:
The study is based on both types of data namely primary and secondary data.
Primary data: In-depth interviews with and some professional in Market
Research field in order to obtain information on the firm’s current situation
and their assessment about the current advertising industry’s environment.
Secondary data: Data was collected from industry analysis reports, database
from market researches in digital marketing advertising market, newspapers,
government offices, internet, etc – sources from AC Nielsen, Cimigo and TNS
Vietnam. The statistics about the media online booking will be supplied by
Google Adsplanner and Alexa which are top 2 tracking tools for website.


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1.4.2 Data analysis:
Whenever the data will be collected, TNS and AC Nielsen will give the

agency some advice and the situation which marketing department of THP
have to solve – the analysis data will be done by agency and brand department
of Tan Hiep Phat with the consult by TNS and AC Nielsen.
Base on the data information from TNS, AC Nielsen, Cimigo, Google
Adsplanner and Alexa, author has made the analysis and show it by charting in
this project (which will be noted that Analysed by author)

1.5 Structure of the project:
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Situational Analysis
Chapter 4: The Marketing Plan


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Chapter 2: LITERATURE REVIEW
2.1 Digital Marketing:
What’s digital marketing? Digital marketing is the use of digital sources
based on electronic signal like Internet, digital display advertising and other
digital media such as television, radio, and mobile phones in the promotion of
brands and products to consumers. Digital marketing may cover the more
traditional marketing areas such as Direct Marketing by providing the same
method of communicating with an audience but in a digital fashion.
Digital marketing has two different forms: Pull & Push
-

Pull: Pull digital marketing in which the consumer must actively seek
the marketing content, often via web searches, and push digital
marketing where the marketer sends the content to the consumer, as in

email. Websites, blogs and streaming media (audio and video) are
examples of pull digital marketing. In each of these users have to link
to the website to view the content. Only current web browser
technology is required to maintain static content. However, additional
internet marketing technologies (search engine optimization) may be
required to attract the desired consumer demographic.

-

Push: Push digital marketing technologies involve both the marketer as
well as the recipients. Email, text messaging and web feeds are
examples of push digital marketing. In each of these, the marketer has
to send the messages to the subscribers. In the case of web feeds,
content is pulled on a periodic basis (polling), thus simulating a push.
Push technologies can deliver content immediately as it becomes
available and is better targeted to its consumer demographic, although
audiences are often smaller, and the cost for creation and distribution is
higher.

-

A bold look on the digital marketing includes:


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Figure 2.1: Digital marketing channel

-

Source: Marketing budget in Digital (report in 2010 – source from
Click Through)

2.2 Social media marketing
Definition of Social Media Marketing: Social Media were created by all the
people (users, member, content collector, user generated content…) by some
online tools: Blog, Social Network, Forum… that will help the others people
find, search and share information.
Social media will help to change from traditional communication
(announcement from the newspaper or the big organization) to any others one
and it’s more interactive from every one. Social media become one of the most
important communication platform directly interact with economics, social,
political.


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2.3 Media Online Marketing
Booking Media Banner becomes the most popular channels inside digital
marketing plan which takes around 40-50% total budget and drive the highest
traffic to the campaign site. Within this project we can go through the digital
top publishers in Vietnam market and research about Booking Media in
Vietnam.
Media Online Banner Marketing have the structure about cooperation include:

Clients

Website
Tracking
Agency

Banner
Tracking
Agency

Agency

Publishers

Figure 2.2: Operation flow of Media Online Marketing
Source: Summarised by Author
Within the above process, the flow to support for booking media includes 5
steps as follows:
-

Step 1: Clients brief the main campaign and budget / expectation from
them.

-

Step 2: Agency get the brief from clients and go to details planning for
full picture.

-

Step 3: Agency send the final plan to publishers to start up the
campaign.


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-

Step 4: Within the campaign running Agency send the banner and all
the report information to Tracking Agency for their evaluation and
revise to make sure all the performances getting is valuable.

-

Step 5: Agency collect the report and send it back to clients for their
revise with website tracking agency.

2.4

KPI for digital marketing tools
o

Social Media Tools include:
Social network fansite (example: Facebook Fansite)
interactions where the most effective information will
come from: Like Times, Comment Times, audiences
break down (age, location, Countries, New Feeds...)
Local social network fansite (example: Me.Zing.vn)
Fansite interactions – the same information with
Facebook Fansite – but the age and interactions of
Me.Zing.vn focus more on games on that platform.
Forum Seeding Activities: seed the content of brand to
the qualified forums to interact with members of that
network, beside that the brand can gain more
information on Google Search Engine when this

activities work well.
Social influencers: Increase the belief to the brand
using the influencers talk about brand and campaign of
will help to increase the liability more people know
about this information, it’s useful and good for future
reputation of brand.

o Booking Media Tools consist of:
Impressions from the banner on website – times
visitors of that website see and read the information on


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banner – it helps to increase the awareness of brand and
attract visitors.
Clicks from the banners and go to the microsite – after
number of times visitors see the banner, they will click
on it to view more about the information of banner –
that’s the opportunity for brand to be introduced to
more people. Come to their mind and recruit to
remember about the brand (Top Of Mind)
CTR: Click Through Rate – ration between numbers of
impressions per one click.
Times of mouse hover – when users see the banner
(impression) they hover their mouse on it but it’s not
sure they will click on it – at least the marketer can
measure how many person question about the banner’s
information and it’s not attractive enough for them to
click on it.

2.5 Chapter Summary
Digital marketing is one of the very new marketing tools to develop in 2012
but in segment 18-25 years old this is the most effective strategy.
The brief introduction about digital marketing and social media marketing /
media online marketing will become the most effective channel of digital
marketing.
After introduction, the campaign need to look for the control and how to
measure it.


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Chapter 3: SITUATIONAL ANALYSIS
3.1 MARKET OVERVIEW
3.1.1 Macro environment
Economic:

In 2012, the economics of Vietnam will have the inflection higher than 10%
(although the Ministry of Economics Government Vietnam expect that it’s
9%) and the effectiveness come from US and Europe Country where has a big
problem with debt and cash inside their bank, they don’t have much platform
to solve the problem and all the developed countries have the others have to
take very high inflection – the Vietnam Government has announced about the
bad news for all the Vietnam company about this and they will support to 4
group of country just like “medium and small company”, “Food and
Beverage” and more. That’s the reason why 0 Degree Green Tea want to take
the market share from the competitors but the expectation about the revenue is
not higher than 2011, it’s really hard to get bigger when the economics have
so many problem inside and everyone will have to wait up to 2013 for new

challenge and changing in economics.

Figure 3.1: Percentages of budget for digital marketing

Source: Digital marketing Cooperation of Vietnam (Summarised by Author)


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In this chart, this tell that >80% company invest to digital marketing higher
than 15% total marketing budget per year – it’s very different in last 5 years
where digital marketing takes only 5%.
Listing case studies: in 2010 P&G invest to digital marketing plus 10% equal
to total budget for marketing and Coca-Cola takes 6.6% total marketing
budget and invest to social media marketing (one channel of digital marketing)

Social:

And inside 32 million people vnnic can show about how many percentage of
them is come from 18-25.
Figure 3.2: Percentage of internet users

Source: Cimigo Report April-2011
Within 32 mil Vietnamese have used internet before, most of them is from 1524 (95%) will go to internet and 0 Degree Green Tea can pay attention to the
frequency of them – they go to the internet with the very high frequency
(according to market research result of Cimigo)


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Figure 3.3: Percentage of frequency using internet of Vietnamese

Source: Cimigo Report April-2011
According to the information above – we can make a conclusion that we
should go digital marketing if we really want to reach that target audience.
According to our target audiences from 18-25, what are they doing when they
go to the internet?
Figure 3.4: Behaviour of internet users comparison

Source: Cimigo Report April-2011


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Technological:

Figure 3.5: The increasing of internet users of Vietnam

Source: VNNIC – April 2011
In Vietnam, number of internet users increase very fast every year, in 2010
nearly 27 million Vietnamese have used internet before and in 2011 it
increases to 32 million people. This is the very potential market when so many
people use internet every day and find out all the useful information via this
channel.
Law:

Beverage and Food is supported by Government Vietnam in 2012 because of
this industry is very potential for development and it must be one of the most
important brands to attract the investment from the company outside Vietnam.
That’s the positive point for considering in 2012 when this industry is very

high potential every time Government has made some special support for B&F
– Tax, Import/Export Material, and Marketing Activities Approval, Events,
Logistics System...


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3.1.2 Micro environment
Inside THP Cooperation belong to 0 Degree Green Tea, we have spent ~100
billion VND per year for all the marketing activities. And the others activities
just like sampling, events, sponsor the 0 Degree Green Tea has done every
month, all of it brings up the benefits to be the leader of mass market where 0
Degree Green Tea cover most of the market share and the profit is very high.
Every year, we have some occasion activities to maximize the awareness and
sale volume – promotion at the end of the year (Christmas, Happy New Year
and Happy Lunar New Year) it brings to us much more sale volume and the
sales volume will be increased at summer when all the Vietnamese feel hot
and tired about the weather, 0 Degree Green Tea is dedicated to release tired,
refreshment and good for health, that’s the reason why THP will push sale on
summer period of times.
Figure 3.6: Five Forces of Vietnam 0 Degree Green Tea market

Much new entrants join
in this market and they
expect to get market
share

Suppliers

Potential

Green Tea
Market

Good retails system and
reach to the customers very
easy for 0 Degree Green Tea

Customers

Import direct from
Headquarter

Coke, Energy
Drink,

Coke, Pepsi, Sting expect to
get the market share from
Green Tea at much.

Note: The circle with full black is the fully effective and blank is no effective
within that force.


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3.1.3 Digital channels Analysis
The objective of the project is: Increase the awareness from 40% to 70% in
segment 18-25 years old by Digital marketing include “Multi-Channel
Communications”, we will analyse 2 most powerful digital marketing tools:

social media and media ad, it will drive huge traffic to your fansite / campaign
site where users will know about your product and campaign – increase the
awareness in the fastest way.
How can the brand team go through a digital marketing?

Figure 3.7: Process of digital marketing planning
How to build up the good concept and idea for digital marketing campaign for
0 Degree Green Tea in 2012?
-

Innovative Technology: very different from the traditional marketing
tool – the change and new inside the entire digital platform happens
every day! It can come from publisher, platform, new engine, new tool,
new facilities or new operation, all the digital agency or digital supplier
need to R&D and implement that technology as soon as possible to
create the different – THP will have to find the Innovative Technology
idea or agency to support for this case.

-

Great content idea: base on social media platform, one big idea can
be known very fast by so many people and it will become popular in a
very fast way and save more cost – Brand Team will have a brainstorm
when the campaign go on the way of preparing.

-

Perfect planning with best cost (highest KPI): the entire project the
client hopes that it makes to become successful and reach to the main

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purpose of the campaign. When you can offer best services and great
way to reach target with save price – it’s one of the main criteria to go
ahead with.
For this scope of the project, there will be research more about Social Media
and Media Ad Marketing. Base on the report of Cimigo, we will have some
information about Social Network Vietnam – nearly half of internet users have
already visited forums, blogs and social networks. Daily usage is the highest
for social network (15%), whilst forums and blogs are visited on a weekly
basis more often. An average user takes a rather passive role in blogging;
whilst 30% have visited blogs, only 20% have actually written a blog
themselves. The same pattern is observed for forums: 50% have already
visited a forum, but only 18% have actively posted in a forum.
The majority of internet users below 25 have already visited a forum, blog and
social network, usage is about 50% higher than older age groups. The main
difference between age groups lies in the active contribution of content to the
internet; users aged below 25 years old are posting in forums and writing
blogs three times as often as those to users aged 25-65 years old.
About the gender, females are writing and visiting blogs more often, whilst
visiting and posting in forums is more popular with males. Also social
networks are used by females more often.
Chart 3.7: Percentage of purpose to social network:

Source: Cimigo Report April-2011


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In Vietnam market, we will have a full picture about Social media in viewing
the information below – source was collected from the report of Zing, Go.vn,
Facebook, Google:
Chart 3.8: Total users vs Total Active Users on popular social network:
80
70
60

Zing Me

50

Facebook

40

Google Plus

30

Nhaccuatui

20
10
0
Users

Active Users per Month

Source: Analysed by author

First we compare about the users and active users: besides some big social
networks above – we have some more just like: truongxua.vn, Yume.vn,
tamtay.net… but we have not mentioned it here because it has lower 1 million
active users per month – it’s not potential for us to do the marketing campaign
on it.
-

Zing is the top in number users of Vietnam market – but it’s not the
users only for Zing Me – all the users of this network can use all the
services / products of Zing and Zing Me is one of biggest services
come from Zing. That’s the reason why the active users only on Zing
Me are not really high compare with the total users who have already
registered. Although all the positive and negative information about
Zing Me Community, we have to confirmed that Zing is the biggest
community in Vietnam and the development of Zing has increased day


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by day and it’s always the most potential network for any social media
marketing campaign.
-

Facebook is one of the real social network, they are not only
successful in Vietnam, facebook is the global social network with the
800+ mils users and in Vietnam they have 4 mils users and 90% of
them active monthly! Being the 2nd social network in Vietnam,
facebook is on the way to become bigger every day and potential to be
the leader of Vietnam Social Network.

-

Google Plus (G+) is similar to be the same with Zing Me about the
community, most of Vietnamese have Google Account (90% of it
come from Gmail Services, Storage, Document, Web Management,
Youtube). All the people who have Google Account can sign in to
Google Plus Social network, connect with friends not only in Vietnam,
they can easily connect with global network. Depend on it Google Plus
is only 4th social network in Vietnam with the active users per month is
not really high compare with Zing and Facebook.

-

Nhaccuatui – being the second entertainment website (after Zing)
Nhaccuatui has huge visitors every months (11+ mils) but most of
them go to Nhaccuatui for listen to music and view Music Video, but
now Nhaccuatui always cooperate with brand and some famous digital
agency to build up big online events for their users – very new case
and potential for their brand and for their users to join in and enjoy it.
The total users and monthly active users help Nhaccuatui become 3rd
social

network

in

Vietnam

although

users

have

only

upload/download/create playlist and join in some online activities via
this channel.