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

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 - Th

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

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

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

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

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

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

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

- 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

- 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:

- 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

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

Onshop

Onshop – E-commerce platform that supports creating a sales website within 30 minutes, centralized sales management throughout, integrated advertising and omni-channel 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

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

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'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