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

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

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

Ho Chi Minh City, 12/2022

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, theyhad put a lot of effort into finishing this project within the limited time frame

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 andstraightforward than B2C

Digital NOVAON is one of the leading prestigious agencies In the digitalmarketing 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 Smalland 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 strategyvia special event and activities

- 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

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 4Pcriteria ( 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

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 theopportunities and challenges that the Internet brings to create breakthroughs, changeand bring people the best values.

With the constant efforts and solidarity of the whole staff, long-terminvestment strategy and advanced technology platform, Digital NOVAON Group hasbeen 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 sustainabledevelopment, Digital NOVAON Group is committed to always putting the interests ofcustomers and partners first, always being honest, dedicated and professional in itsown products and services In the future, NOVAON will continue to affirm andmaintain 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

- 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

- 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:

- 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

Providing marketing solutions including:

1.2.3.4.5

b) Pro

ducts

Oncustomer

Increase lead collection rate on the website, Manage multi-channel communicationcentrally on one platform, Increase user experience on the website Evaluate andmeasure the effectiveness of marketing campaigns.

Measure indicators of customer care efficiency, improve staff performance throughconversation flow and performance reporting system to each employee and automate24/7 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 personalizedjourney, help optimize website conversions automatically with intuitive drag and droptools Build a customer experience journey by coordinating multi-channel interactions,driving, and leading visitors to lead Create personalized and cross-channelexperiences 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, ) ofthe 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 oreliminate 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 – E-commerce platform that supports creating a sales website within 30minutes, 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 SupportOnsales businesses to easily manage the sales cycle, optimize sales and marketingefficiency and interact quickly with customers anytime, anywhere

Onfluencer

The first CPA Influencer marketing platform is proud to be a member of theNOVAON ecosystem Influencer Marketing effectively increases brand awareness andcan meet sales goals Onfluencer will help KOLs connect with thousands of brands,proactively choosing the right campaign Simple process, full of information Directinteraction, 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 softwarethat will help businesses easily manage invoices in large quantities, saving printing andstoring costs for businesses Onfinance is 90% compatible with accounting software,create own invoice templates for free, find everything fast & smart with AI, batchoperations on invoice lists, revenue reports, tax payments in real-time, and mobilecompatible

Onpeople

Onpeople HRM was born to help businesses manage their human resources easilyand effectively, improve the HR experience with outstanding benefits: Increasecustomer 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 Talentsaward, and became the largest advertising platform in Southeast Asia

2018: NOVAON has reached the top 50 of the largest technology company inVietnam and the top 10 4.0 technology Enterprises VOTED BY Vinasa

3/2019: NOVAON reached the top 32 in the 500 fastest growing enterprise inVietnam (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 forplatforms: Onshop – Unified ecommerce platform, Onsales – Revenue growthplatform, Onfluencer – Influencer platform Marketing

12/01/2021 NOVAON was honored in 12 prestigious "Make in Vietnam DigitalPlatform" 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 createddrastic changes in many aspects, including the field of Marketing Digital Marketing isgradually changing the position of traditional marketing by the process of digitaltransformation

Moreover, after the covid-19 period, digital marketing solutions have beensupporting businesses a lot

NOVAON is an enterprise specializing in providing digital solutions to more than95,000 corporate customers Therefore, our team decided to choose NOVAON DigitalJoint Stock Company to study more about the B2B marketing environment, and this isalso 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'ssuccess To do this, NOVAON has gone through several steps of careful analysis ondemand and budget factors in order to identify the ideal target customer group for itsproducts

At this time, NOVAON separates its segments into two groups in accordancewith the company's business strategy:

● Businesses: Mainly small and medium-sized businesses These businessesrun unsuccessful online and digital marketing initiatives Their advertisementsare doing ineffectively because post-ad data has not been properly examined Inaddition, they also lack market research For NOVAON, this is the mostimportant and profitable segment

● Media partners: With the goal of “đồng hành với các ông lớn”, Novaoncollaborates with social networking sites such as Google, Facebook, Tiktok,Youtube From the beginning, the Novaon specification has been that theycannot compete with Google and Facebook in creating a Global Platform likethem Instead, Novaon can accompany and generate value for clients throughGoogle 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 inits customer plans Other agencies typically develop plans that primarily make use ofGoogle and Facebook platforms that are accessible to the majority of people The uniquefeature that distinguishes Novaon from other agencies is its ability to develop tools thatsupport those platforms, allowing it to generate more conversions while saving money onconversion costs The company has been successful in identifying its products andservices as having unique applications and outperforming competitors The more diversethe 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 useproducts 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 clearlyunderstands its value, information including data on Facebook's recent set conversion,meta converse The company provides various service packages and prices based onthe customer Based on the aforementioned factors, it is clear that Novaon clearlyidentifies the customer segment it is targeting and offers the most appropriate price

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 Reporthas 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% to20%

of revenue, accounting for approximately 20% of the enterprises polled