ASSESSMENT 1 module marketing communication in the digital age code MAR021 2

5  Which diaper brand is the hottest on Social Media?. From the woman who took care of the children mothers need to buy long-term diapers for their babies Buy online, e-commerce platfor

ASSESSMENT 1

Module: Marketing Communication in the Digital Age

Code: MAR021-2

DETAILED MARKETING COMMUNICATIONS PLAN OF ME ME

Ha Noi, April 2022

UNIVERSITY OF BEDFORDSHIRE

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

HA NOI CAMPUS

-*** -

Student: Vũ Thị Hương Duyên

Student ID: 1905210022

Class: F - UOB - 12C

Semester: II

Academic year: 2021-2022

Instructor: Mrs Trần Thu Trang

Headteacher: Mrs Phạm Thị Hồng Nhung

Submission date:April 2, 2022

FOR EXAMINERS ONLY

Grade (in number):

………

Grade (in words):

………

Examiner 1

(Signature & Fullname)

………

Examiner 2

(Signature & Fullname)

………

Table of Contents

1 Current Situation Analysis 3

 Customer: 3

 SWOT 3

 PESTEL 4

 Customer Persona 4

 Customer Journey Map 5

 Which diaper brand is the hottest on Social Media? 5

2 Communication Objectives 6

3 Positioning Statement 7

4 Campaign Target Audience 7

5 An Action Plan 9

6 Reference 10

1 Current Situation Analysis

 Customer:

1 Families with

children under 2 years

old (grandparents,

aunts, uncles, aunts,

etc.)

Family members buy diapers for the baby

Buy things at supermarkets, shops specializing in children's goods,

From the woman who took care of the children

mothers need to buy long-term diapers for their babies

Buy online, e-commerce platform,

a store near home

From people around, people with experience

3 Women preparing to

become mothers

Women preparing

to become mothers learn to prepare for the birth of their baby

Buy online, e-commerce platform, big supermarket

From relatives around, through careful research and selection

 SWOT

S(strengths) W(weaknesses) O(opportunities) T(threats)

-All products are

manufactured

according to modern

factory processes that

meet ISO 9001:2015,

FDA, CE standards

-Environmentally

friendly products,

benign to children,

have many outstanding

advantages compared

to Various types of

diapers as well as

tissues of current

products on the market

-Competitively priced

products

- The newly established company is still young, does not have a strong position in the diaper market

- It is easy to face

a crisis if there is a fluctuation

-The potential diaper market is expanding, and the probability of success is high

-Consumers expect a diaper product that is affordable but has many effects (fast absorption, thin, light,

no secret, skin rash, good quality) => Me

Me diapers meet all these requirements

- High-quality Vietnamese products are increasingly popular and loved

- Many competitors hold

a large market share such as Pampers, Huggies, Bobby, etc

- Many domestic Chinese diaper manufacturers import into Vietnam with low prices but good quality

 PESTEL

Opportunity Challenge Politic Community service, mainly

children

Favorable

Economic - Well developed

- Location: In the economic center of the country - Large population, dense density

Favorable Competing with

many other products

Sociocultural -Religion: Unaffected

- Value: Taking care of children's health

Unaffected

Technology Technology is always evolving

and innovating regularly

Products are always improved to suit the needs

of users

Constantly changing and developing

Environment Products are safe for the

environment, using skin-friendly and environmentally friendly materials

Organic products are preferred by mothers

Difficult to maintain quality and still be environmentally friendly with competitive prices Law - Meet Vietnamese

standards(TCVN10584:2014)

- Produced according to the modern process of standard factory ISO 9001: 2015, FDA,

CE

Advantages for product

development

 Customer Persona

Describe the target customer for this campaign:

Hoa(24 years old) married for 2 years and she is eight months pregnant

- Occupation: Accountant

- Income: 15,000,000VNĐ

- Live in Ha Noi

- Challenge and pain points:

+ Need to increase house size with a new child

+ First time being a mother at a young age so that

she doesn’t have any experiences

- How they gather information:

+ Heavy user of the internet

+ Are on Facebook, Instagram, Shopee and Tik Tok

 Customer Journey Map

- See TV

commercial

,

Memevietn

am.com

which

helps

people for

shop

diapers and

towels

- See ads on

Facebook,

Instagram,

TikTok

- Explore the website and look

at the price to compare

it with the budget

- Create an account, save needed items in the wishlist

- Trial registratio

n

- Make an account

- Buy test product

- Read reviews on Shopee or Website and decide

to buy products on the wishlist

- Go and experience the cart page

- Referer a friend after the experienc

e

- Write reviews in groups for moms, make review videos on Tiktok

 Which diaper brand is the hottest on Social Media?

5 brands of baby diapers always hold nearly 90% market share of debate on social

networks within the first 9 months of 2021: Pampers (belonging to Procter & Gamble),

Moony (Unicharm Corporation - Japan); Bobby (Unicharm Corporation – Japan); Huggies (belonging to Kimberly-Clark from the US) and Merries (KAO Group - Japan) From the highest 5 discussions on social networks, it is often seen that this is often a battle on the

"online front" still belonging to famous names: Unicharm, P&G, Kimberly-Clark, and KAO The fierce competition of brands during this category is reflected in the indisputable fact that the rankings within the top 5 leading brands change continuously each month and

each quarter as example, within the second quarter of 2021, Pampers held just over 7% of the discussion market share (5th place), but by the top of the third quarter of 2021 Pampers led the discussion market share of quite 51%

Product characteristics directly associated with children's health make this category more prominent as mothers are extremely sensitive to negative news of the industry or sometimes just negative information are distributed in cyberspace This makes it extremely important for brands to continuously monitor user reactions and maintain their level of

name preference

Me Me has to push up the marketing actions in order to gain more and more market share

We follow the SMART framework,

 Specific

We’re going to increase traffic to our blogs and website to raise the brand awareness level of Vietnamese

 Measurable

- Attracting 80% value customers (women from 21 to 40) to know about the brand, at least the name Me Me in July 2022

- Increase the access ratio of fanpage to 120 times in May 2022

 Attainable

- Attracting customers by increasing the number of texts on Facebook and website, buying the golden advertising time on the national TV channel ( VTV1, VTV3,…)

- The report shows that organic monthly traffic is 20, so we will increase the access ratio of fanpage to 90 times in May 2022

- Fix the website’s load time and improve the interactivity to direct the visitor to come

and pay time for surfing and discover the website, then they can buy test products and

we can increase sales from that

 Relevant

Reaching out to many potential customers is the premise for our company to create

more potential customers, expand the market, increase the coverage of Me Me

diapers, and bring in revenue for the company

 Time-bound

Within 4 months from April 2022 to August 2022

3 Positioning Statement

To consumers of diapers concerned about the good sleep of babies, Me Me is the

brand of organic diapers which offers super absorb and airy surface with vitamin

essence at a 13% lower than Pampers- a popular brand which they think is good

value

4 Campaign Target Audience

GENERIC BEHAVIOR SEQUENCE MODEL

DECISION STAGES Considerations

at Each Stage

Need Arousal Consideration Purchase Usage

Decision

Roles

Involved

- Expectant mothers

- Mothers who just gave birth

- Mothers

- Friends

- Family

- Doctors -Baby care professionals

- Grandparents

- Parents specifically mothers

Babies

Where Stage

is Likely to

Occur

- In-Home

- Clinics

- Internet

- Word-of-mouth

- In-Home

- Online community

- Clinics and hospitals

- Supermarkets

- Retail outlets

- E-commerce trading platform

- Website

- Convenience store

- Pharmacy

In-Home Outdoor

Timing of

Stage

A few months before and after giving birth

From immediately after need arousal

After consideration

Anytime but more often during bedtime and outdoor activities How it is

Likely to

Occur

See or hear about the product on social media or

- Hear experiences from others

- Look up

- Visit supermarkets, stores, pharmacy

- Visit the online

- Wearing diapers on almost time until babies are

activities of the brand

by surfing the internet

- Ask doctor -Visit

supermarket

- Visit Website

5 An Action Plan

Apr Ma June July Aug Quant Unit Cost Total

1 Website

1.1

Quản trị nội dung website

- Định hướng: Đem sản phẩm đến với người tiêu dùng, các mẹ bỉm sửa

lồng ghép cùng các kinh nghiệm nuôi dạy con và tạo ra một cộng đồng

mẹ bầu và mẹ bỉm sữa

- Mục tiêu: Tăng doanh thu đồng thời sự trung thành của khách hàng

1.2

Tương tác khách hàng

- Trả lời các câu hỏi của khách hàng trong chuyên mục tư vấn

- Trả lời live chat, hotline

1.3

Tạo landing page chương trình khuyến mãi

- Định hướng: Tặng sản phẩm thử

- Mục tiêu: Tăng độ nhận diện của Mễ Mễ, có được database khách

hàng

x x x 3 landingpage 1,250,000 3,750,000

2 SEO

2.1

Triển khai SEO tổng thể

- Định hướng: Chèn bộ từ khóa liên quan đến nuôi dưỡng trẻ

- Mục tiêu: Tối ưu được chi phí và có chuyển đổi bán hàng

x x 30 keyword 1,500,000 45,000,000 30 từ khóa lên top

3 Facebook

3.1

Quản trị nội dung fanpage

Định hướng: Lồng ghép các thông tin chất lượng sản phẩm vào bài

đăng

Mục tiêu: Kịp thời nắm bắt tâm tư nguyện vọng về chất liệu sản

phẩm phù hợp với trẻ em Việt Nam

x x x x 4 tháng 7,000,000 28,000,000 1 minigame / tuần3-4 post / ngày

3.2

2.2 Quảng cáo facebook 1

Hình thức: Chạy quảng cáo Facebook Ads

Đối tượng mục tiêu: Người dùng nữ trong độ tuổi 21-40, người dùng

nam từ 35-55

Định hướng (thông điệp qc): Mễ Mễ- Thấu hiểu hành trình làm mẹ

x x x x 4 post 2,700,000 10,800,000 Engegament: 44,000/month

3.3

2.3 Quảng cáo facebook 2

Hình thức: quảng cáo video

Nội dung: video viral đã sản xuất

x x x x 4 post 3,300,000 13,200,000 View: 150,000

4 Zalo

4.1

Quản trị nội dung

Định hướng: Gửi post cho những người quan tâm Mễ Mễ ở Zalo

Mục tiêu: Tiếp cận những khách hàng là nhân viên văn phòng, không

có thời gian nhiều trên internet

x x x 4 tháng 0 0 1-2 post/ tuần

5 Youtube

5.1

Quản trị nội dung

- Reup các video về sức khoẻ mẹ và bé, tips nuôi dạy con từ 0-6 tuổi

- Tạo lớp phủ hành động, đặt link đến website của nhãn hàng Mễ Mễ

- Giật tít, lựa chọn ảnh thumbnail hấp dẫn

- Chuyển các video reup để đưa lên fanpage & zalo page

x x x x 4 tháng 0 0 view trung bình: 5,0002- 3 video / tuần

5.2

Quảng cáo Youtube

Hình thức: BumperAd In Stream Ads

Nội dung: video viral

x x x x 4 video 3,600,000 14,400,000 BumperAd: 120,000

6 Tik Tok

6.1

Quản trị nội dung

- Tạo các video ngắn chia sẻ tips chăm sóc và nuôi dạy trẻ

- Đặt link đến website của Mễ Mễ

- Giật tít, lựa chọn ảnh thumbnail hấp dẫn

- Chuyển các video reup để đưa lên fanpage & zalo page

x x x x 4 tháng 0 0 view trung bình: 15,0002- 3 video / tuần

6.2

Quảng cáo TikTok

Hình thức: Tạo video giới thiệu và dùng thử sản phẩm Mễ Mễ

Nội dung: video viral

x x x x 4 video 8,750,000 35,000,000 In-feed Ad: 12,500

7 Google Adwords

7.1

Google Adwords Display

- Hình thức: Tính phí theo số lần nhấp chuột vào quảng cáo (Cost per

click – CPC)

- Đối tượng: Tất cả những người tìm kiếm từ khóa liên quan

x x x x 2,500 click 10,000 25,000,000 Click: 2,500

DIGITAL MEDIA PLAN 04/2022- 08/2022

Đề xuất bởi: Vu Thi Huong Duyen

Notes

GIAI ĐOẠN : GIA TĂNG MỨC ĐỘ NHẬN BIẾT THƯƠNG HIỆU (04/2022 - 08/2022)

Human Resources Timeline

No Job Description Est Cost KPIs

6 Reference

(1) Slideshare.net 2022 Đề xuất kế hoạch truyền thông ra mắt Bỉm Bibabibo [online]

Available at: <https://www.slideshare.net/ngaoop147/xut-k-hoch-truyn-thng-ra-mt-bm-bibabibo> [Accessed 2 April 2022]

(2) Linkedin.com 2022 What marketers can learn from Pampers’ best-in class brand management [online] Available at: <https://www.linkedin.com/pulse/what-marketers-can-learn-from-pampers-best-in-class-brand-callou/> [Accessed 2 April 2022]

(3) App.neilpatel.com 2022 Ubersuggest for Me Me Vietnam [online] Available at:

<https://app.neilpatel.com/en/seo_analyzer/site_audit?domain=https://memevietnam.c om/&mode=domain&locId=2840&lang=en> [Accessed 2 April 2022]

(4) Brandsvietnam.com 2022 Cạnh tranh từ offline tới online, thị trường bỉm tã sôi động trên mạng xã hội ra sao? | bởi YouNet Media | Brands Vietnam [online] Available at:

<https://www.brandsvietnam.com/congdong/topic/321015-Canh-tranh-tu-offline-toi-online-thi-truong-bim-ta-soi-dong-tren-mang-xa-hoi-ra-sao> [Accessed 2 April 2022]

(5) fdocuments.in 2022 Pampers IMC Plan - [PDF Document] [online] Available at:

<https://fdocuments.in/reader/full/pampers-imc-plan-5584a649c08b8> [Accessed 2 April 2022]

(6) SEONGON 2022 Hướng dẫn cách chạy quảng Cáo YouTube từ A đến Z [online]

Available at:

<https://seongon.com/blog/google-ads/quang-cao-youtube.html#:~:text=V%E1%BB%9Bi%20qu%E1%BA%A3ng%20c%C3%A1o%2 0YouTube%2C%20b%E1%BA%A1n,m%E1%BB%97i%201000%20l%E1%BA%A 7n%20hi%E1%BB%83n%20th%E1%BB%8B).> [Accessed 2 April 2022]

(7) HẢI, C., 2022 Bảng Giá Dịch Vụ Quảng Cáo TikTok [online]

https://quangcaosieutoc.com/bang-gia-dich-vu-quang-cao-tiktok/ Available at:

<https://quangcaosieutoc.com/bang-gia-dich-vu-quang-cao-tiktok/#Tron_goi>

[Accessed 2 April 2022]

(8) LeadUp.vn 2022 Chi phí chạy Google Adwords (Google Ads) là bao nhiêu? |

LeadUp.vn [online] Available at:

<https://www.leadup.vn/chi-phi-chay-google-ads-

la-bao-nhieu-6902#:~:text=Chi%20ph%C3%AD%20ch%E1%BA%A1y%20Google%20Adwords

%20trung%20b%C3%ACnh%20cho%20m%E1%BB%97i%20c%C3%BA,cho%20m

%E1%BB%97i%20l%E1%BA%A7n%20nh%E1%BA%A5p%20chu%E1%BB%99t

> [Accessed 2 April 2022]