Slide Xây Dựng Kế Hoạch Chuyển Đổi Số Trong Hoạt Động Bán Hàng Của Công Ty Cổ Phần Vàng Bạc Đá Quý Phú Nhuận

DIGITAL TRANSFORMATION
STRATEGY FOR MARKETING
ACTIVITIES OF PNJ
PROJECT 6
STUDENT: HOANG MINH THUY
CLASS: 17BA


TABLE OF CONTENTS

COMPANY OVERVIEW

01

03

SOLUTION AND DIGITAL
TRANSFORMATION PLAN

THE ENVIRONMENT AND THE
FACTORS AFFECTING THE DIGITAL
TRANSFORMATION ANALYSIS

02

04

CONCLUSIONS


01 COMPANY OVERVIEW

01

PHU NHUAN JEWELRY JOINT
STOCK COMPANY
INTRODUCTION
Established on 28th April 1988 at Phu Nhuan
YOUR LOGO

District.

VISION & MISSION
- Holding position No. 1 in the middle and high-end

segments in Vietnam.

- Bring pride to customers with exquisite jewelry
products, outstanding quality, with the core value.


MAIN BUSINESS LINES

JEWELLERY
jewelry business with gold, silver,
gemstone, corporate gifts, fashion
accessories, souvenirs, watches.

GOLD PIECES
buying and selling gold

pieces.

INSPECTION SERVICES
Diamond, gemstone,
precious metals.


GOALS

LONG TERM

PNJ's goal is to convert the number of
marketing activities aimed at
increasing the consumer experience

SHORT TERM

with technology, increasing purchase
conversion rates, expanding customer
files, increasing revenue. From there,
stay in the trend of using technology in
the value chain, competing against the
same industry rivals.

Online sales density
increases 10%-20% within
the next 5 years with
digital technology
platform.

THE ENVIRONMENT
AND THE FACTORS
AFFECTING THE
DIGITAL
TRANSFORMATION
ANALYSIS

02


SWOT ANALYSIS

STRENGTHS

WEAKNESSES

-High level of technology and technical skills in jewellery field.

Financial activity has not been significantly profitable although

-Has a strong IT department.

the investment capital occupies high density in assets, so the

- Had experience in the forefront of digital transformation in

leader lacks the boldness of investment in digital

enterprises thanks to ERP implementation projects.

transformation technology as a long process.

OPPORTUNITIES

-

S

W

T

O

THREATS

Modern equipment and technology diversify models, boost

- Compete aggressively with domestic and foreign

competition with foreign businesses.

businesses.

The growing population and young structure.

- There are many alternative products from other
competitors approaching with more diverse methods and
models.

02


PESTEL ANALYSIS
ECONOMY

SOCIETY

Economic growth means that the most developed information technology

The consuming luxury goods trend of global Millenials is

infrastructure is in the E-Business platform increases.

changing behavior.

TECHNOLOGY

POLICITY & LAW

- With the latest ERP system (SAP 4HANA).

The National Assembly passed the Law on Electronic

- Vietnam is in the top 20 countries with the number of Internet users.

Transactions to help PNJ conveniently build forms of
remote card payment instead of traditional payment upon

ENVIROMENT
The population of the workforce increases rapidly and the consumption
market is expanding.

delivery (COD), causing many product losses.


SOLUTION AND DIGITAL
TRANSFORMATION PLAN
03
Value chain analysis
Solution
Plan


VALUE CHAIN ANALYSIS

Primary activities

Main raw materials include gold,

Design Department specializes in

silver, diamond, gemstones ...

creating new jewelry and

imported from domestic and foreign

accessories following the current

sources.

fashion.

Manufactured with modern
machinery with skilled craftsmen
highly creative.

General storage in Ho Chi Minh

Implementation of a wide retail

City, Can Tho, Da Nang and Hanoi

model with promotions with the goal

with strict security due to high-

of increasing 10%-20% of online

value, small size.

revenue

Infrastructure: 3,500 m2 ground including
6 floors with more than 1,000 workers.
Each year the factory provides 4 million
products.

Build a platform data framework, Dashboard and associated
models for groups in terms of sales management, customer
management, supply-production.

Support activities

The team of more than 1,000 jeweler, skilled artisans and rich creativity, are
capable of creating extremely sophisticated products.


SOLUTION

Your jewelry

Next

STRATEGIC SELECTION

Target: Proportion of online sales
CHECK FIT

decreases 10% - 20% of sales in the
next 5 years.

TECHNOLOGY SOLUTION

The PNJ application of AR Technology
=> DIFFERENTIATION STRATEGY

integrated with the available

applications on phones supporting
IOS operating systems.

FUNCTIONS

This application is produced by

-

Bespoke, INC.
ADVICED

integrate AR scan onto hands, neck, ankles, ears, ...
to try out jewelry samples with augmented reality

FAVOURITE

images on screen.
Frame

Material

Charm

Adjust

READ
MORE

Customers can choose the jewelry model, color,

design suitably and proceed to order, pay directly on
the App interface.


MOST USED SOCIAL

TARGET CUSTOMER

PROFILE

MEDIA

Age: 22-40 years

Gender: Female & Male
Location: Big city in Viet Nam
Income: High income

WHAT THEY’RE LOOKING FOR

PURCHASING BEHAVIOR

FASHION
FASHIONABLE

TRENDY

BEAUTY

LUXURY

PARTY


STRATEGY
STEP 3
Creating content marketing software
and products.
STEP 1

STEP 5

Writing software (APP PNJ has

Optimizing measurement,

integrated AR support on IOS

monitoring and adjusting

operating systems)

STEP 2

STEP 4

Testing and launching

Paid advertisement

software


LANDING PAGE
Building a landing page to market new
technology to customers.

C ++ LANGUAGE

TOOLS

Bespoke is going to write
App.

PAID ADVERTISEMENT
Facebook ads, Google ads, poster
saler.


ADVANTAGES

DISADVANTAGES

- Help customers experience the most realistic
products without going to the store.
-

It finds difficult to apply for some customers who do not

- Easy to use with just a smartphone.

use technology.
- Reduce marketing costs for our in-store offline
- Only available for IOS operating systems.
advisory team.
- Minimize purchase time, payment.
- Make the purchase conversion rate higher.


4. CONCLUSIONS

For the change of digital technology and industrial revolution 4.0, businesses must
always have strategies to keep up with new steps, reform old processes that are no
longer appropriate, speed up the progress in the value chain. Maintaining its leading
position in the industry and reach out to more open markets when the opportunity
arises. PNJ has made full use of existing competitive advantages and resources,
anticipating the wave of integration, digitizing business activities, and handling the
weaknesses and failures of the previous digital transformation to maintain outstanding
growth.


THANKS FOR YOUR LISTENING

INSTRUCTOR

STUDENT
CLASS

MA. DAO THI THU HUONG

HOANG MINH THUY

17BA