E marketing building electronic marketing strategy for angiangtrek brand

Vision - As the first travel agency to properly exploit trekking tourism in An Giang, Angiangtrek aims to become a prestigious and leading experience travel brand specializing in An Gia

VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY

UNIVERSITY OF ECONOMICS AND LAW

- -

E-MARKETING BUILDING ELECTRONIC MARKETING STRATEGY

FOR ANGIANGTREK BRAND

Lecturer : Mr Nguyen Quang Hưng Teaching Assistant : Mr Tran Nhat Minh

Group : A1

Ho Chi Minh, December 2022

THANK YOU

First of all, A1 group would like to express our sincere thanks to Mr Nguyen Quang Hung - instructor of the course "Electronic Marketing" Thanks to the enthusiastic teaching and dedicated guidance from the teacher, A1 group has acquired a lot of useful knowledge, which serves

as the basis for implementing the project and as well as future career orientation We are very appreciative and grateful for the knowledge and efforts that you have given us during the last semester

Besides, throughout the course of implementing the project, our group also learned many new things, especially about planning and e- marketing campaigns for personal brand In the process of completing the topic, the group also inevitably made mistakes Group A1 is looking forward to receiving your comments and suggestions so that we can complete this project as well as draw useful experiences for each member of the group

Once again, our team sincerely thank you and wish you good health, always succeed in your teaching path

Group A1

TABLE OF CONTENTS

IMAGE LIST 7

TABLE LIST 11

CHAPTER 1: INTRODUCTION 12

1.1 Problem 12

1.2 Reason for choosing the topic 13

1.3 Business overview 13

1.3.1 General introduction 13

1.3.2 Vision 14

1.3.3 Mission 14

1.3.4 Core value 14

1.3.5 Future direction 15

1.3.6 The brand identity 15

1.3.7 Contact information 17

1.4 Product 17

1.5 Brand Analysis 19

1.5.1 SWOT Model 19

1.5.2 SWOT Matrix 20

1.5.3 Unique selling point (USP) 21

1.5.4 Business Model 22

CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT 23

2.1 Market understanding 23

2.2 Targeted customer 25

2.2.1 Who - Who are they? 25

2.2.1.1 Demographic 25

2.2.1.3 Customer psychology 26

2.2.1.4 Insight 27

2.2.2 What - What do they want to find in Angiangtrek? 28

2.2.3 When - When will customers book a tour? 29

2.2.4 Where - Where do your customers reach you? 29

2.2.4.1 Physical store 29

2.2.4.2 Sales and communication channels 29

2.2.5 Why - Why must the customer choose Angiangtrek? 30

2.2.6 How - How do visitors find you? 31

2.2.6.1 How do customers approach? 31

2.2.6.2 How to measure effectiveness? 31

2.3 Competitor analysis 32

2.3.1 Bitour 32

2.3.2 Itrek 41

2.3.3 Thamhiemmekong 48

2.3.4 Dala Travel 54

2.4 Media review 61

2.4.1 Marketing strategy 61

2.4.1.1 Product strategy 61

2.4.1.2 Pricing Strategy 61

2.4.1.3 Distribution strategy 61

2.4.1.4 Promotion strategy 62

2.4.2 Owned media channel 62

2.4.3 Staff 62

3.1.1 Media ideas 63

3.1.1.1 Idea analysis 63

3.1.1.2 Idea list 63

3.1.1.3 Concept bulding 64

3.1.1.4 Campaign proposal 65

3.1.2 Campaign message and target audience 65

3.1.2.1 Target audience 65

3.1.2.2 Campaign message 65

3.2 Executing method 66

3.2.1 Reason to choose 66

3.2.2 Tools to support 68

3.2.3 Estimated budget 68

3.3 Execution plan 70

3.3.1 Overview of the implementation plan 70

3.3.2 Detailed execution plan 72

3.3.2.1 Facebook 72

a) Brand story 72

b) Overview of Fanpage Angiangtrek 72

c) Objectives 73

d) Long-term plan (5-10 years) 73

e) Short-term plan 74

f) Job assignment 75

g) Detailed post 76

3.3.2.2 Instagram 79

a) Objectives 79

3.3.2.3 Seeding 81

a) Goals 81

b) Seeding implementation plan 83

3.3.2.4 Email marketing 92

a) Objectives 92

b) Collect customer email data 93

c) Target customers receive emails 93

d) Planning for email marketing 93

3.3.2.5 Landing page 95

a) Objectives 95

b) Plan 98

CHAPTER 4: IMPLEMENTATION OF THE COMMUNICATION PLAN 101

4.1 Campaign implemetation 101

4.1.1 Facebook Channel 101

4.1.2 Instagram Channel 122

4.1.3 Seeding 130

4.1.4 Landing Page 135

4.1.5 Email marketing 139

4.2 Campaign review 142

4.2.1 Facebook Channel 142

4.2.1.1 Achieved result 142

4.2.1.2 Future orientation 146

4.2.2 Instagram Channel 147

4.2.2.1 Achieved result 147

4.2.3.1 Achieved results 150

4.2.3.2 Future orientation 152

4.2.4 Landing Page 152

4.2.4.1 Achieved result 152

4.2.4.2 Future orientation 154

4.2.5 Email marketing 154

4.2.5.1 Achieved result 154

4.2.5.2 Future orientation 157

CHAPTER 5: SUMMARY 158

5.1 Advantages 158

5.2 Disadvantages 158

5.3 Solutions 158

REFERENCES 159

IMAGE LIST

Figure 1: Logo 13

Figure 2: Main color of the brand 16

Figure 3: Light background logo and dark background logo 17

Figure 4: Business Model 22

Figure 5: Understanding the market 23

Figure 6: Target customers 25

Figure 7: Customer Insight 27

Figure 8: Reasons to travel 28

Figure 9: Time to travel 29

Figure 10: Leading social media platforms in VietNam in Q1 2021, by generation 66

Figure 11: Angiangtrek fanpage 72

Figure 12: The 1st post on Facebook channel 101

Figure 13: The 2nd post on Facebook channel 102

Figure 14: The 3rd post on Facebook channel 103

Figure 15: The 4th post on Facebook channel 104

Figure 16: The 5th post on Facebook channel 105

Figure 17: The 6th post on Facebook channel 106

Figure 18: The 7th post on Facebook channel 107

Figure 19: The 8th post on Facebook channel 108

Figure 20: The 9th post on Facebook channel 109

Figure 21: The 10th post on Facebook channel 110

Figure 22: The 11th post on Facebook channel 111

Figure 23: The 12th post on Facebook channel 112

Figure 24: The 13th post on Facebook channel 113

Figure 25: The 14th post on Facebook channel 114

Figure 26: The 15th post on Facebook channel 115

Figure 27: The 16th post on Facebook channel 116

Figure 28: The 17th post on Facebook channel 117

Figure 31: The 20th post on Facebook channel 120

Figure 32: The 21st post on Facebook channel 121

Figure 33: The 22nd post on Facebook channel 122

Figure 34: Official Instagram Channel of Angiangtrek 122

Figure 35: The 1st post on Angiangtrek page in Instagram 123

Figure 36: The 2nd post on Angiangtrek page in Instagram 123

Figure 37: The 3rd post on Angiangtrek page in Instagram 124

Figure 38: The 4th post on Angiangtrek page in Instagram 124

Figure 39: The 5th post on Angiangtrek page in Instagram 125

Figure 40: The 6th post on Angiangtrek page in Instagram 125

Figure 41: The 7th post on Angiangtrek page in Instagram 126

Figure 42: The 8th post on Angiangtrek page in Instagram 126

Figure 43: The 9th post on Angiangtrek page in Instagram 127

Figure 44: The 10th post on Angiangtrek page in Instagram 127

Figure 45: The 11th post on Angiangtrek page in Instagram 128

Figure 46: The 12th post on Angiangtrek page in Instagram 128

Figure 47: The 13th post on Angiangtrek page in Instagram 129

Figure 48: The 14th post on Angiangtrek page in Instagram 129

Figure 49: The 15th post on Angiangtrek page in Instagram 130

Figure 50: The 16th post on Angiangtrek page in Instagram 130

Figure 51: The 1st seeding post 131

Figure 52: The 2nd seeding post 131

Figure 53: The 3rd seeding post 132

Figure 54: The 4th seeding post 132

Figure 55: The 5th seeding post 133

Figure 56: The 6th seeding post 133

Figure 57: The 7th seeding post 134

Figure 58: The 8th seeding post 134

Figure 59: The header of the Landing page main 135

Figure 60: The brief introduction about brand 135

Figure 61: The experiences and benefits of customers 136

Figure 62: Introduction of tours 136

Figure 63: Customers review 136

Figure 64: Customer information collection 137

Figure 65: Footer of the Landing page main 137

Figure 66: The header of the Landing page 138

Figure 67: The message of Angiangtrek to convey during Tet Campaign 138

Figure 68: Footer of landing page 138

Figure 69: Title of the first email marketing 139

Figure 70: The head of the first email marketing 139

Figure 71: The head of the first email marketing 140

Figure 72: The footer of the first email marketing 140

Figure 73: The head of the second email marketing 141

Figure 74: The body of the second email marketing 142

Figure 75: Facebook Page Reach 142

Figure 76: Facebook Page Visit 143

Figure 77: Facebook Page Followers 143

Figure 78: Potential audience 144

Figure 79: Potential audience 144

Figure 80: Number of people reached 144

Figure 81: Views of reels 145

Figure 82: Number of interactions 145

Figure 83: The most effective natural article 145

Figure 84: Articles with the most reach 146

Figure 85: Instagram Page Reach 147

Figure 86: Instagram Page Visits 147

Figure 87: Potential audience on Instagram 148

Figure 88: Number of people reached 148

Figure 89: Number of interactions 149

Figure 90: Views of reels 149

Figure 93: The comment on the seeding post 151

Figure 94: Seeding comment 152

Figure 95: Seeding comment 152

Figure 96: Measurement result of main landing page 153

Figure 97: Measurement result of landing page for the upcoming campaign 154

Figure 98: Measurement result of the first email marketing 154

Figure 99: Measurement result of the first email marketing 155

Figure 100: Measurement result of the first email marketing 155

Figure 101: Measurement result of the second email marketing 156

Figure 102: Measurement result of the second email marketing 156

TABLE LIST

Table 1: SWOT Model 20

Table 2: SWOT Matrix 21

Table 3: Bitour Analysis 41

Table 4: Itrek Analysis 48

Table 5: Thamhiemmekong Analysis 54

Table 6: Dala Travel Analysis 61

Table 7: Estimated budget 70

Table 8: Overview of the implementation plan 72

Table 9: Timeline plans to deploy communication plan on Facebook channel 75

Table 10: Job Assignment 76

Table 11: Detailed post list 79

Table 12: Short-term plan of Instagram 81

Table 13: Quantitative goals in the short term of seeding 83

Table 14: Main channels of seeding implementation 84

Table 15: Detailed implementation of the short-term seeding plan 86

Table 16: Detailed posts in short-term seeding plan 92

Table 17: Target customers receive emails 93

Table 18: Planning for email marketing 95

Table 19: Goal in the period campaign New trip - New year - New me 98

Table 20: Short-term plan of landing page 100

CHAPTER 1: INTRODUCTION 1.1 Problem

Vietnam is considered one of the countries with great potential for the development

of Sports and Adventure Tourism Owning a terrain with three quarters of hills and mountains along with many high mountain peaks having steep slopes, unique cave system, many vast primeval forests, a dense mountain river network and many stunning beaches, Sports and Adventure Tourism in our country can develop diversely with many different types such as mountain climbing, waterfall rafting, rafting, boat racing, etc One of them, Trekking, is currently a well-liked travel fad

Briefly about this type of tourism, trekking is a form of adventure tourism combined with picnic activities, hiking about 15 kilometers per day equipped with equipment on his/her back The journey can take days to reach mountainous areas with rugged and jagged terrain Different from other types of normal tourism, the only means

of transportation for participants in this type of tourism are their feet

The COVID-19 epidemic has left many sequelae in terms of health, spirit, psychology, etc Quarantine periods made people, especially the young generation, have

“itchy feet” Therefore, in the post-COVID-19 era, they want to participate in more adventurous and close-to-nature tourism types more than sightseeing and shopping tours Additionally, even though many people infected with COVID-19 have recovered, they still have health sequelae and mental damage, so they need a longer time to recover

By immersing in nature, conquering each mountain, hilltop and rugged road, etc will help visitors balance their psychology, and create opportunities to connect, accompany and share with people with similar interests

Together with the increasing trend of this type of tourism, many travel agencies associated with specialized trekking tour programs were born and has become well known to many tourists such as Du Lich Ong Vang, Bitour, Du lich Thu Thach Viet, Phuot Vi Vu, Min Tour, etc

To sum up, with available resources and increasing demand, trekking tourism promises to grow strongly in Vietnam in the future

1.2 Reason for choosing the topic

With the advantages of its geographical location and abundant tourism resources,

An Giang is affirmed as the province with the greatest potential for advantages in tourism to become a leading tourist destination among the Mekong Delta provinces, particularly religious tourism and ecotourism

Recently, having realized the potential of That Son Land, the Trade and Investment Promotion Center of An Giang province boldly deployed a model of Trekking tourism

at Cam Mountain tourist area with nearly 500 tourists calculated from the end of April

2022 to the beginning of November in the same year

Trekking at Cam Mountain not only opens up a new direction for An Giang tourism but also contributes new colors to the tourism picture of the Mekong Delta Besides the image of rivers, islands, gardens, etc as everyone knows, tourism in the West now also has a new and unique tourist activity, called trekking Since then, Angiangtrek was born with the ambition of becoming the leading exclusive experience travel brand in An Giang and thereby bringing An Giang tourism closer to Vietnamese tourists

contributes to the development of the tourism industry of the province in particular and the Southwest region in general in the direction of quality and sustainability

1.3.2 Vision

- As the first travel agency to properly exploit trekking tourism in An Giang, Angiangtrek aims to become a prestigious and leading experience travel brand specializing in An Giang

- Constantly improving An Giang's position on the map of Vietnam and reaching out to the world

- Developing in accordance with the trend of integration, sustainability and business efficiency associated with indigenous cultural values and community benefits

- Always innovating and creating the best trekking tour in accordance with the needs of customers

- Orientation to promote the tourism of the southwestern provinces to tourists Expanding inter-provincial tourism and diversifying tours to create new excitement for customers for the next trip

- Wisely making use of natural resources, contributing to maintaining and enhancing the position of tourism - a key economic sector of An Giang

1.3.4 Core value

- Prestige: Angiangtrek always puts prestige first, uses it as a guide, and sharpens

it into a competitive weapon Angiangtrek always strives to be fully prepared for full execution capacity and goes to great lengths to ensure that its commitments to customers and partners are correct and exceeded

- Satisfaction: Always put ourselves in the position of the customer to grasp the real needs behind each trip, along with the knowledge and experience of the An Giang route, to best satisfy customers with products and the most suitable service

- Responsibility: Tourism must be associated with community responsibility Tourism activities must bring income opportunities and benefits to local people, and at the same time do not harm the nature, culture, customs and lifestyle of people in An Giang

- Creativity: Having realized the diversity, abundance and hidden beauty of An Giang land, Angiangtrek is committed to creating unique products and services in this promising land, thereby helping to maximize local potential and strengths

1.3.5 Future direction

The objective is to become the "top of mind" brand for a company offering trekking tours in An Giang within the next one to five years Customers will remember our commitment to providing top-notch tours that are refreshing and supportive of the community, respecting local traditions, and conserving the environment in the Mekong Delta region

The goal is within the next 5 to 10 years, after having enough capital and establishing a solid position in the market as well as positive consumer perception The brand will develop inter-provincial tourism, build a foundation for tourism in the Southwestern provinces to attract more visitors, take advantage of tourism in the Mekong Delta, diversify tourism options to retain customers with old travelers looking

to find something new

The long-term objective is to increase the number of tourists visiting the Southwestern provinces, both domestic and foreign tourists They are folks who wish

to experience something new and love Vietnam's natural beauty

1.3.6 The brand identity

Meaning of brand name: Angiangtrek, from the brand name that clearly shows the service that the brand provides, customers can immediately identify this as a brand specializing in providing trekking tourism services in An Giang province and

Slogan: Angiangtrek - Trek all the way Angiangtrek promises to take the trekker all the way, exploring all the roads in An Giang and the Southwest region in general Main colors: The main colors of the brand are green and beige yellow, which represent nature and the freedom of the trekker

Figure 2: Main color of the brand

Logo: An Giang province is known as the land of That Son (7 mountains) and it is also brought up as a symbol of An Giang province Taking advantage of that favorable

An Giang image, the brand decided to include the image of 7 mountains in Angiangtrek's Logo which is a triangle and 6 dashes In the middle of the logo is the image of a person going trekking, this is also an image of the type of tourism that Angiangtrek provides to customers

Figure 3: Light background logo and dark background logo

- Address: No 669 National Road 1, Quarter 3, Linh Xuan Ward, Thu Duc District,

Ho Chi Minh City

- Time to open: 24/24

1.4 Product

The brand offers trekking and exploration tours to many tourist destinations in An Giang province and a few other tourist attractions in the Southwest region The main responsibilities of the brand when providing tours include:

- Prepare transportation and pick up guests from Ho Chi Minh City to the tourist area of An Giang province (the starting place will be in An Giang province and depending on the tour, it will be in different districts)

- Ensure guests will not lose and encounter life-threatening incidents during the trekking

- Provide necessary items during trekking such as maps, sticks, hats, coats, shoes, gloves Costs for these items will be calculated separately In case the customer

- Angiangtrek staff is always accompanied during the trip (the number of staff depends on the number of people participating in the tour, on average, there will be 1 employee for every 3 guests) The staff is responsible for introducing the cultural features and characteristics of trekking sites, guiding people to trek safely, but also giving personal space to explore during the trip At the same time, there is always a staff member responsible for providing first aid in the event of an injury

- In case customers have needs, Angiangtrek will arrange a staff to take pictures to check in for guests

Currently, Angiangtrek offers 6 tours:

- A 2 days 2 nights journey to discover Cam mountainous area

- 1 day 1 night journey to visit Tra Su Melaleuca-a forest national nature reserve

- 2 days 2 nights journey to explore Sam mountain and visit Ba Chua Xu temple

- Ta Pa Pagoda and Khmer Culture Tour - 2 days 1 journey to conquer Thien Cam Son and learn about Khmer culture in Tri Ton, An Giang

- Cuu Long River Tour - 2 days 1 night journey down the Mekong River to explore Ninh Kieu Wharf and Cai Rang Floating Market

- An Giang - Kien Giang cross-province tour - 2 days 2 nights journey to explore the forest, national nature reserve of Tra Su Melaleuca forest and Binh San Kien Giang mountain

During the special holidays of the year, Angiangtrek will also diversify the tour by creating tours suitable for each time For example, with the coming Lunar New Year, Angiangtrek will promote trekking tours through the temples and shrines of An Giang - which is known as the land of pagodas and temples, strongly encouraging the culture of going to pagodas to pray for good fortune year of the Vietnamese people The creative integration between spiritual tourism and trekking tourism promises to bring great attraction to tourists

In the future orientation to promote tourism of the southwestern provinces, after having enough capital Angiangtrek will promote inter-provincial tours to create something new in the eyes of old tourists - who experienced brand tours Currently, Angiangtrek is also taking the first step towards this direction, the brand has opened an inter-provincial tour "Cuu Long River Tour" The tour lasts 2 days and 1 night, starting

from Ho Chi Minh City to An Giang and then going to Can Tho and exploring Ninh Kieu Wharf and Cai Rang Floating Market Besides, there is a tour across Kien Giang-

An Giang province, creating a new feeling when mentioning Kien Giang, people only think of the sea The fact that the brand offers a tour to explore Kien Giang mountain will arouse curiosity and excitement for customers and promise to bring many interesting experiences for its customers

1.5 Brand Analysis

1.5.1 SWOT Model

S - ĐIỂM MẠNH W - ĐIỂM YẾU

S1: The first travel agency specializing in

providing trekking tours in An Giang

S2: Owing young, experienced, dynamic

and creative human resources

S3: The price matches the quality The

tour schedule is rich and unique

S4: Service staff are dedicated,

considerate They know how to listen and

have a high learning spirit

W1: The enterprise has just started up,

so it doesn't have much experienceW2: There aren’t many toursW3: The leadership is young and not experienced enough

W4: Financing is limited

O - CƠ HỘI T - THÁCH THỨC

O1: Adventure tourism, including

trekking, is increasingly popular in the

country

O2: With a relatively convenient location

and abundant tourism resources, An

Giang is affirmed as the province with

the greatest potential for advantages in

tourism to become a leading tourist

destination among the Mekong Delta

T1: Many competitors Although there is currently no direct competitor,

Angiangtrek currently has to compete with other indirect competitors such as travel agencies specializing in providing trekking tours in other provinces and regions

T2: The trend of free travel, organizing tours according to tourists'

self-O3: The number of Internet users in the

country is increasing day by day

T3: An Giang tourism is still not really popular (according to statistics from Cimigo 2020, Vung Tau and Da Lat are the two most chosen tourist destinations

by Ho Chi Minh City people)

Table 1: SWOT Model

1.5.2 SWOT Matrix

SO strategic plan WO strategic plan

S1 + O1 + O2: Promoting its position

as an exclusive travel agency in An

Giang specializing in providing

trekking tours

S2 + O3: Building and promoting

promotional activities on social

networking sites

S3 + O2: Developing and strengthening

signature tour promotion Doing more

research to create new signature tours

W1 + W3 + O1: Promoting creativity, enterprising behavior, and an eagerness to learn; quickly updating new knowledge while enhancing training and personnel development activities

W2 + W4 + O1: Calling for investment, sponsorship, and association with other units in the tourism field in An Giang to minimize operating costs When there is a stable financial source, strengthen the construction of new trekking tours to attract customers

ST strategic plan WT strategic plan

S2 + S3 + T1: Promoting marketing

activities to build the brand and

increase competitiveness

S2 + S4 + T2: Integrating

accompanying services in tour

products Developing a policy of

cancellation and penalty for customers

W2 + W4 + T1 + T2: Allocating business capital to spend on trekking tour products, accompanying services and run marketing campaigns in a reasonable way

who book services in advance in the

direction of ensuring their interests

S2 + T3: Strengthening propaganda

activities, promoting and introducing

the land, people, culture, history, and

tourism potential of An Giang through

many forms such as seeding forums,

groups on Facebook, etc

Table 2: SWOT Matrix

1.5.3 Unique selling point (USP)

With the advantage of being a pioneer brand exploiting the form of trekking tourism in An Giang and the southwestern provinces, the brand's USP would like to summarize the following points:

- The brand promotes tourism activities, exploiting tourism potential in the Southwest region, especially An Giang province Angiangtrek respects and is proud of the geography, people, and history of the nation in the land known as the prime tourist destination in the provinces in the Mekong Delta

- A pioneering brand specializing in providing trekking tourism in An Giang and the southwestern provinces

- Reasonable price, dedicated service is the brand's mission

1.5.4 Business Model

Figure 4: Business Model

CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT 2.1 Market understanding

Figure 5: Understanding the market

Tourism has become an important industry in Vietnam's economy due to natural advantages With over VND 755 billion in revenue in 2019, the tourism industry made

a significant contribution to Vietnam's economic development, accounting for 9.2% of the country's GDP that year On its way to strong development, the tourism industry suffered significant losses when the Covid-19 epidemic swept the globe

The complicated transformation of the Covid-19 epidemic has slowed the overall Vietnamese economy, particularly in the tourism industry, which is one of the most severely affected industries when everyone is forced to stay at home to protect themselves From more than 750 billion in revenue in 2019, this figure has dropped to less than 200 billion in 2021 The tourism industry's contribution to Vietnam's GDP is also less than 2% The Covid-19 epidemic has an impact not only on the overall economy, but also on Vietnamese tourism psychology

The epidemic has been brought under control after a long period of isolation at home To help the country's economy recover, the government imposed a nationwide blockade and encouraged businesses to invest in tourism development According to

the Covid 19 pandemic, the entertainment needs after months of work pressure make them give more priority to domestic travel According to Visa Research Voice of Consumers 1, the pandemic has had a significant impact on people's travel intentions, with 76% of Vietnamese planning domestic leisure travel, far outnumbering 38% planning international trips Above all, according to a Cimigo website survey, 76% of Vietnamese people have taken at least one trip in the last 12 months (2020) Based on the data presented above, it is clear that promoting domestic tourism during this time period will help to revitalize the Vietnam tourism industry

Outdoor tourism or adventure tourism is also growing as a result of new and unique experiences Above all, Vietnam has numerous advantages that can be leveraged to promote outdoor tourism Three quarters of the territory is hilly, with many beautiful mountains and caves, causing visitors to be excited and curious Recognizing the tourism potentials of Vietnam, particularly An Giang, the homeland of "Son Ky Thuy Tu," Angiangtrek has aggressively promoted trekking tours to conquer That Son land Angiangtrek was founded with the goal of providing customers with new trekking experiences, high-quality services, and low-cost trekking tours in An Giang province, in particular, and the Southwestern provinces in general

Angiangtrek is a company that specializes in offering trekking tours in tỉnh An Giang Angiangtrek's target audience will be "Early millennials," or those entering the early stages of Generation Y, due to the specificity of the brand's trekking and tourist destination We will continue to analyze in the following sections to learn more about target customers

2.2 Targeted customer

2.2.1 Who - Who are they?

Figure 6: Target customers

2.2.1.1 Demographic

- Age: 25-30 (early generation Y)

- Income: A, B+ (10 - 15 million VND)

- Working and living in Ho Chi Minh City

- Gender: Male and Female

- Their personalities are a hybrid of Gen Z's youthful, vibrant elements and an adult Gen Y's inner insight into their experience

- Reasons for selecting client files include:

+ Customer file width: 9% of Vietnam's total population, with 10% residing in Ho Chi Minh City

+ In accordance with Angiangtrek's instructions

+ Gen Y is financially capable and willing to spend money on things that will help them balance their lives

+ They fly more They enjoy exploring and discovering new things with their teammates In 2019, 82% of millennials traveled

2.2.1.2 Customer behavior

“Early millennials” is the first generation to be exposed to technology, helping them to form the skills of searching for information before making a choice, especially from reputable information sites, KOLs, etc in shopping behavior Having the habit of entertaining through social networks, the information is always updated by them constantly

Busy pace of life, always caught up in work life and surrounding relationships, with little time for true relaxation They are not entirely free of the cycle of earning a living and earning a living; they always seek a balance between life and work As a result, they are willing to spend in order to truly feel reinvented and enjoy themselves

Tourist behavior: Customers aged 25 to 30 spend the most time traveling than other age groups, averaging 10 days per year They are also more acquainted with tour and hotel booking websites Everything should be planned ahead of time and clearly, reputable tour, professional tour guide Trips with coworkers and romantic outings were most popular among this age group of travelers Above all, financial conditions are gradually improving, and they are willing to spend money on travel to relieve stress

to prepare to create a premise for a later life, a shell of an adult They feel that they are

no longer "young" as before to embark on too challenging journeys of the past

From that, it can be seen that "Early millennials" need experiences that help them relive their youth but also keep them an image of a liberal adult, not a spontaneously free person

2.2.1.4 Insight

Figure 7: Customer Insight

The brand has drawn the Insight of its target customers based on the truth, tension, and motivation model

- Truth: I wish for myself to be able to relive moments like youth that I didn't fully enjoy

- Tension: But in my heart, I am bound by myself at the age where I need new experiences to be ready to enter the adult path I am also not that young to plunge into too challenging experiences without guarantees

- Motivation: I aspire to be able to have great experiences that allow me to enjoy

my youthful enthusiasm but still help me take the first step firmly towards adulthood

=> Insight: Seeing Generation Z become more active today, I look forward to being young again In the midst of society and the hustle and bustle of making money, I did not realize I was "old" I want to find a peaceful place with my roots, longing for the feeling of conquering nature and trying new things, to find my "youth" again And after all, the reverse footage from rediscovering youthful enthusiasm will be the preparation and preparation for the gap ahead of a real adult - a person who matures from his own experiences However, I feel scared by the judgments of others about me Because at this age I am more aware of my responsibilities So I also needed something that could

2.2.2 What - What do they want to find in Angiangtrek?

Figure 8: Reasons to travel

According to Cimigo's "Vietnam habitat travel 2020" survey, there are six main reasons to travel: relax and get rid of stress; time for family and friends; discover new things; have fun and excitement; take beautiful pictures; and reward myself

- Relax and get rid of stress (76%) The first and most effective way to reduce stress

is to change the atmosphere Away from the bustling urban area and immersed in the mountains and forests of An Giang province, a surrounding natural space will be the most effective way for visitors to enjoy and relax

- Time for family and friends (61%) Trekking is a type of tourism that necessitates

a lot of teamwork Visitors will be more motivated to complete the trekking journey and connect more people's relationships if they travel through the forest with companions and friends

- Discover new things (57%) An Giang province is home to more than 29 ethnic groups; in addition to exploring nature, visitors can learn about the culture and characteristics of each ethnic group

- Have fun and excitement (55%) Immersing in nature, culture and accompanying people, will be the most joyful and memorable experiences

- Take beautiful pictures (48%) "Western Roof", "Western Da Lat" are interesting similes when referring to the beauty and nature of An Giang province, where visitors will be satisfied with the majestic and novel scenery

- Reward myself (46%) Breaking away from the daily work cycle, customers will

be willing to pay for a truly worthy trip and enjoy the results after many working days

2.2.3 When - When will customers book a tour?

Regardless of the customer group, the travel needs are similar, often culminating

in the holidays and summer holidays of the year At these times, people have a need to relax and have fun Choosing to travel will be a reasonable choice to be able to gather friends, enjoy alone and spend more time with family

Figure 9: Time to travel

According to the survey, the month with the most trips is June, and tourist trips are spread from the beginning of the year to the autumn, with less to the end of the year Although the conversion rate of customers is not high at the end of the year, marketing communication at this stage is critical in creating a foundation for the new year to remember the brand and conduct the conversion

As a result, Angiangtrek will launch a campaign from November to early February next year, during the transition from the old to the new year This is the time to reach out to customers, create campaigns, and leave a lasting impression

2.2.4 Where - Where do your customers reach you?

2.2.4.1 Physical store

Angiangtrek currently has 1 physical store with a scale of 200 square meters located

at No 669 National Road 1, Quarter 3, Linh Xuan Ward, Thu Duc District, Ho Chi Minh City Here customers can come and get direct advice on trekking tours

Currently, Angiangtrek has launched a website to provide trekking tour services

In marketing campaigns of Angiangtrek will launch another 1-2 landing pages to serve the communication for that campaign

b) Media Channels

Angiangtrek selected 2 main social networking platforms to implement its Marketing plan, including Facebook and Instagram, in which, Facebook is the main deployment platform because the target customer base has the largest access to the network in this society With each communication channel, Angiangtrek will have a different approach:

e Facebook: With the Facebook channel Angiangtrek wants to build a fanpage with its own color The brand will communicate mainly content about monthly tours, travel tips, to help customers more easily approach Angiangtrek

+ Concept: Professional, funny

+ Content direction: product promotion (new and unique products); customer care (via inbox, comment feedback),

- Instagram: Online posts in Instagram will build investment posts in terms of images and more compact content on the Facebook Fanpage

+ Concept: Professional

+ Content direction: product promotion (new and unique products); customer care (via inbox, comment feedback),

2.2.5 Why - Why must the customer choose Angiangtrek?

Angiangtrek - Going all the way Each route is a journey, with Angiangtrek, customers will enjoy trekking trips full of the charm of nature, the mystery of religion and the cultural beauty of each ethnic group Not only going through the mountains and forests, the tour will go through the villages of the ethnic groups In An Giang province, where there are more than 29 ethnic groups living together, the promotion of backpacking tourism combined with cultural sightseeing will be an attraction for tourists In addition, temples are also an attractive and famous part of An Giang, adding

a spiritual element to the trip will create many new points Above all, with intercity tours, trekkers will experience traveling in 2 provinces in one trip, which will create something new for visitors

Above all, with a distance of more than 230 kilometers, just 4 hours traveling from

Ho Chi Minh City to the main tour locations, customers will save their time and enjoy their tours With low cost per tour and reasonable local prices, customers will be more comfortable with their spending and still get the most complete trip

In short, reasonable price, trip value are two main factors that help Angiangtrek attract potential customers

2.2.6 How - How do visitors find you?

2.2.6.1 How do customers approach?

Angiangtrek aims to cement its reputation as the first pioneer brand specializing in trekking tourism services in the southwestern provinces in general, and An Giang province in particular

Angiangtrek's media channels were used to create publications, articles, and media videos Angiangtrek wishes for customers to remember themselves by using an image

as a companion in their transition

Not only does Angiangtrek communicate about tours and travel tips, but it also tries

to promote the communication of articles that understand customers' feelings through a fun approach such as memes, catching subtle trends

Above all, taking advantage of the recent development of short clips, Angiangtrek will regularly create short films about the beautiful scenes of An Giang as well as the confessions of adults or hidden for target customers You can feel that Angiangtrek is like a soulmate, a soulmate who understands you

In addition to promoting communication activities, the brand also promotes customer care activities before, during and after booking tours and traveling

2.2.6.2 How to measure effectiveness?

- Reach and interact on social networks

Angiangtrek will regularly monitor the status of its Pages on social networking platforms Facebook and Instagram Try to promote the advantages, overcome the limitations that adversely affect media activities

After each campaign, the brand will measure the success of the campaign by

On regular posts, the Marketing team will keep a close eye on the number of interactions and reach of each post to easily detect the flaws of the poorly engaged posts and find ways to fix them

- Visits to the website

Some metrics that are equally important are website visits Every so-called successful marketing campaign should not only increase in terms of media metrics, but also have a high purchase conversion rate The brand will regularly incorporate the website link into the media posts as well as regularly update the interface and information on the fanpage to reach customers in the most optimal way

- Hits to update the brand

The brand will also regularly conduct seeding and PR posts about the brand on groups and forums To optimize update issues, Angiangtrek will use #hashtags with high update issues to help the brand have a wide presence

2.3 Competitor analysis

About companies specializing in providing travel, now appear in large numbers to help customers have more choices in the decision-making process However, up to now, there is no direct competitor with Angiangtrek in providing trekking tours in the West Therefore, considering many factors of tourist destination in terms of form of tourism, the brand searched for competitors on the following criteria:

The competitor specializes in providing trekking tours across the country but has not yet promoted in the West

The competitor specializes in providing backpacking tours in a famous place where people in Ho Chi Minh City choose to travel the most

Competitors specialize in providing tours to the Southwest with other forms of tourism that are not trekking: ecotourism, resort tourism,

Based on these factors, the group has found 4 indirect competitors with the brand: Itrek, Bitour, Mekong Exploration and Dala Travel

2.3.1 Bitour

Bitour

A Public information

B Brand

1 Logo

Color: Yellow, black, white

2 Slogan/message Back to nature-Back to myself

3 Founded year 2012

4 Mission and

Vision

• Mission: Bi carries out a mission with you to connect nature

and lead a healthier and happier life

• Vision: you will find trips back to nature untouched and

fresh, because we believe that being close to nature is the way for people to live healthier and happier lives

5 Core values

• Service culture: we help you live according to nature by

eating fresh food from green farms, recovering health while living in the fresh nature and understanding nature through experiences and interesting facts

• Main focus field (1) Green tourism – (2) Reducing plastic

waste and (3) Community activities

• Customer experience: Bitour is committed to working

wildlife and preserve the environment in which we live, especially the forest

6 Brand keywords

#BACKTONATURE - TRẢI NGHIỆM ĐIỀU HAY,

#BACKTONATURE - TĂNG CƯỜNG SỨC KHỎE

#BACKTONATURE - VỀ VỚI BẢN THÂN

C Products and Services

1 Product strength

• Bitour operates under the purposes: sustainable tourism, environmental protection and natural species, using natural products

• The above orientation is reflected in the way Bitour chooses destinations associated with nature such as: Ta Nang-Phan Dung, Chu Bluk - Dray Nur: Explore the longest volcanic cave cluster in Southeast Asia, K50 waterfall - Majestic scene

in the middle of the jungle

• Industrial foods are processed and packaged in plastic containers that are both unhealthy and produce a terrible

amount of plastic waste Therefore, during all of its trips, Bitour does not use industrial food or drinking water, but uses clean, fresh and local food

Bitour adheres to 3 important principles when handling garbage during trips to the forest The first is to minimize or completely eliminate plastic waste in the journey The second

is that visitors commit not to throw away and must bring their own personal garbage out of the forest And the third is that plastic waste is not burned but must be taken out of the forest along with the amount of garbage picked up on the road

2 Price information

• Prices for each tour are not public because they are different when customers choose the destination, way to go and how they want to experience

• Information about the deposit, refund policy when canceling the tour due to subjective or objective reasons are clearly presented on the website

3 Sales process

• Step 1: Search for customers

• Step 2: Post information about tours on website and fanpage

• Step 3: Direct sales by booking an appointment at the address or booking a tour online

• Step 4: After-sales care

• Step 5: Gratitude SMS, telemarketing

4 Counseling

process

• Purchasing advice: Customers will be advised on trips, ways

to go, destinations and experiences Online consultation via chat box or offline at the center

• Post-purchase consultation: Customers are asked about their experience after each trip

5 Market Segment

By geographical area: Bitour has tours with many tourist

destinations throughout Vietnam stretching from North to South

By demographics: targeting customers aged 25-30, who have

a stable income but no family

According to behavioral psychology: people who like to

experience discovery, like to challenge their limits, are also nature lovers and support trends in environmental protection

6 Other General

Evaluation

Bitour positions itself towards building an image as a brand that always tries to help customers live in harmony with nature and strives to reduce all harmful impacts on nature and the common living environment on the planet by participate in animal conservation programs, reduce waste in trips for

tourists and even in the activities of each member of the team

customers to loyal customers

• Stimulating and promoting the use of Bitour's products and services in particular and promoting sustainable tourism in general

b Advertising forms:

Bitour has promoted its brand image with many different forms of advertising such as advertising through the press, advertising by TVC through Youtube channels, Fanpage, Instagram and Pinterest In addition, Bitour also uses other advertising channels

2 PR articles about the brand

Some advertisements in the press were made by Bitour during the period from

From 2020 to 2021:

• Article: "The challenged start-up journey of Founder BiTour: After 5 years to find the 'profitable area', she has to 'fight' with convenience every day to have a true sustainable tourism model" posted On the newspaper Cafebiz on July 15,

2020 introduced Bitour's Founder, Nguyen Ngoc Thu, about the thorny journey to build a strong trekking tourism brand as

• Article: "A girl fascinated with sustainable tourism"

published in Tuoitre newspaper on September 17, 2020 introduces Founder Nguyen Ngoc Thu and an inspirational story about sustainable tourism

2.3 Media Plan on Facebook:BiTour.vn

Bitour's fanpage was established on July 20, 2012 and is focused on promoting communication on this channel by Bitour Every day, Bitour regularly publishes articles and especially photos of customers' trips, emphasizing the experience and uniqueness of each tour Each post on Bitour's fanpage is labeled with the slogan Back to nature-Back to myself

2.4 Brand story and

media plan in

website

Bitour's website focuses on publishing articles providing knowledge about trekking, sustainable tourism and travel experiences of customers when coming to Bitour

• March 28, 2022: First Trekking – Things to keep in mind!

• July 29, 2021: A journey of a thousand miles begins with one step

• July 29, 2021: LOVE NATURE – FRIENDSHIP – VALUE EXPERIENCE…

And similar posts…

E Other strong points

• The service combines trekking with environmental protection, waste minimization, forest protection and positive value for the community → in line with the current trend:

environmental protection (a popular trend young people support)

F Other weakness

Weakness

• Communication on social networking sites does not have high engagement like some Facebook posts or YouTube videos

• There is no comment section on customer experience reviews (some articles published by the website are inspirational,but we suppose that they are not objective)

Core

competencies

• Provide many tours with diverse destinations

• Targeting the market niche is sustainable tourism