DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY

DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY

  JEAN MOULIN LYON 3 UNIVERSITY           THUONG MAI UNIVERSITY

INTERNSHIP REPORT

Subject: D EVELOP ADVERTISING ACTIVITIES FOR DISH

Tutors:         Ms Corine MONTOYA

       Ms Nguyen Bao Ngoc

Class:       CN16 – MAR 1 Student:       Nguyen Khanh Hoa  Date of birth: 19/12/2001

       Hanoi, June 2022

During my graduation internship at Ha Thanh Toys and Educational Equipment JointStock Company, I would like to thank Ms Vu Thi Ngoc Lan - Director of Ha Thanh Toysand Educational Equipment Joint Stock Company, who let me do this project and helped

me a lot in completing this project within 2 months I made this project not only for thescore but also to improve our knowledge about marketing

Wishing the Board of Directors of Ha Thanh Toys and Educational Equipment JointStock Company and all the brothers and sisters in the company good health, complete thejob, wish the company more and more development in the market Sincere thanks to Ms.Nguyen Bao Ngoc for guiding me to complete the report well

Although I have tried to absorb the comments and enthusiastic guidance of lecturersand companies to successfully complete the graduation thesis report, errors cannot beavoided Therefore, I look forward to receiving your comments and suggestions fromyour company

Hanoi,2022

TABLE OF CONTENTS

ACKNOWLEDGEMENT 1

CHAPTER 1 : GENERAL INTRODUCTION ABOUT THE COMPANY 3

1.1 Introduction 3

1.1.1 Production capacity 3

1.1.2 History of formation and development 3

1.2 Organization Structure 4

CHAPTER 2: ANALYSIS OF FACTOR AFFECTING ADVERTISING ACTIVITIES OF THE COMPANY 6

2.1 Environmental factors affecting the company’s advertising activities 6

2.1.1 Macro environment 6

2.1.2 Micro environment 8

2.2 SWOT analysis 14

CHAPTER 3: DEVELOP ADVERTISING ACTIVITIES FOR DISH DRYER CABINET OF HA THANH TOY AND EDUCATIONAL EQUIPMENT JOINT STOCK COMPANY 15

3.1 Project introduction 15

3.1.1 Reasons for choosing this project 15

3.1.2 Introduction to research product 16

3.2 Internship position, responsibilities and duties 17

3.3 Current situation of advertising activities for dish dryer cabinet at the company .18

3.4 Target audience 19

3.5 Advertising objectives 20

3.6 Advertising budget 20

3.7 Advertising proposals and implementation for the company 20

3.7.1, Facebook advertisement 20

3.7.2, E-mail marketing 26

3.7.3, Evaluate advertising effectiveness for the company 27

3.8 Proposing some solutions to develop the company's advertising activities 27

CHAPTER 4 : EVALUATION AND EXPERIENCES 29

4.1, Advantages and disadvantages when implementing the project 29

4.1.1, Advantages 29

4.1.2, Difficulties 29

4.2, Experience gained after completing the internship 29

CONCLUSION 31

CHA PTER 1 : GENERAL INTRODUCTION ABOUT THE COMPANY

1.1 Introduction

1.1.1 Production capacity.

Factory area: 2,800 m2

Machinery and equipment: 04 lines; mechanical product production line, composite

plastic product production line, HI plastic product production line, wood productproduction line All production lines are equipped with the most modern machinery

Transport capacity: Including 1 truck with a tonnage of 2.5 tons named Ha Thanh

Educational Equipment and Toys Joint Stock Company

Regular employees are 60 employees with many masters, bachelors, and skilledworkers

1.1.2 History of formation and development

Table 1.1: Company’s information

Company’s name Ha Thanh Toys and Educational Equipment Join Stock

companyEmail hathanheet@gmail.com

Phone 8424 37 631 458/59

Web www.dochoihathanh.com

Head office No 41D, University of Commerce Collective, Duong

Khue Street, Mai Dich Ward, Cau Giay District, Hanoi.Factory Phu Dien Industrial Park, Co Nhue 2 Ward, Bac Tu Liem

District, Hanoi City

Initial registered capital 2 billion

2nd capital increase in 2009 6 billion VND

3rd capital increase in 2012 15 billion VND

Skype Hathanheet

1.2 Organization Structure

Ha Thanh Toys and Educational Equipment Join Stock company base is a long-timecompany Since its establishment up to now, the company has been in business for 14years The number of employees of the company is decentralized according to thefollowing chart The company has a total of 60 people headed by a director : Vu Thi NgocLan

- In the field of production:

In which, there are 10 managers

+ Main production workers are 30 people

In the field of management:

+ Management staff: 6 people

+ Sales staff 14 people

Headed by director Vu Thi Ngoc Lan, who graduated with a major in businessadministration The deputy directors are all masters of business administration In terms ofengineering, the factory directors are all bright graduates from universities in Vietnam,who graduated with a master's degree in engineering.The craftsmen are all experiencedpeople working in the fields of manufacturing and mechanics for many years, and are allskilled workers

Regarding marketing, Ms Nguyen Thi Thanh Nhan is in charge of the salesdepartment Marketing department is responsible for building and developing thecompany's brand to the market All images and messages need to be conveyed clearly,accurately, and attractively to attract the attention of customers

Researching, developing products and expanding markets: building a system tocollect and synthesize information on prices, products, competitors Analyze and evaluatethe information collected, thereby make decisions to improve existing products or developcompletely new products Proposing ideas for new products, product design orientation,branding, product packaging

Developing and implementing marketing strategies: managing the implementation ofmarketing strategies Monitor and supervise the implementation process, promptly adjust,evaluate and report on the results of marketing strategies

The marketing department is responsible for advising the board of Directors onissues related to brand development, distribution channel development, building newproduct brands, identifying target customers and supporting other departments in thebusiness The company implements marketing plans

Diagram 1.1 Organization Structure

(Source :Ha Thanh company)

Human ResourceDepartment

Production department

Accounting department Marketing

Department

Human Resource Management

Production manager

Marketing management

CHAPTER 2: ANALYSIS OF FACTOR AFFECTING ADVERTISING

ACTIVITIES OF THE COMPANY.

2.1 Environmental factors affecting the company’s advertising activities.

2.1.1 Macro environment

1 Economic environment

Economic environment Vietnam's economy has grown quite well, with GDP growthrate always reaching 7% or more This is the main activity that makes the growth rate ofthe Vietnamese market in recent years quite high However, the Covid-19 pandemic withvolatile, difficult to control journals has had a heavy impact on all global economies andthe Vietnamese economy Commodity factors for life such as food, foodstuffs, utensils,tools and growth equipment; but other goods subject to default, means of transport, culturalproducts, education, etc have been severely affected by social distancing measures Ingeneral, due to the impact of the COVID-19 pandemic, economic demand (consumption,investment, exports) decreased, thereby reducing production activity and economic growth

 Business enterprises need to pay attention to economic indicators in which themost important factors are factors affecting the purchasing power of consumers.Purchasing power fits a lot into current income, prices, savings, consumer price index,inflation index of the economy As the economy develops, the demand for productsincreases Besides, the increase in per capita income means that the quality of life willincrease, people will be more interested in additional services rather than core products.Therefore, advertising is not only aimed at core products but also needs to focus oncomplementary products and make a difference of the business

2 Technological environment

Technology is constantly developing, along with it is the demand for moderntechnological products for people Now that the covid-19 pandemic has passed, preschooland primary school children have returned to school, so it is extremely necessary topurchase equipment for children's eating and learning Consumers, agents, schools ingeneral or parents in particular tend to invest more in safety equipment for children.Therefore, they are always willing to pay for quality products that serve their children well.Simultaneously with the development of technology, typically the Internet, is the drivingforce of modern business activities The organization of sales and management ofinformation on the network is essential for brand information to reach customers whenevercustomers need it And that existence must be reliable enough, honest enough and accurate

enough to build and maintain a good, sustainable relationship between the customer andthe company.

4 Political and legal environment

The political and legal environment is an important factor that businesses need to payattention to Without political stability, the long-term and sustainable development ofenterprises will be seriously affected Laws and industry mechanisms can have a positive

or negative influence on the business or organization's strategic decision making

Marketing decisions are strongly influenced by developments in politics and law.This environment includes the legal system and other groups that exert pressure on acompany's marketing management The stable political environment is favorable toadvertising activities as well as business activities of enterprises In addition, the contentand form of advertising are governed by the legal regulations on advertising in Vietnam

5 Demographic environment

According to statistics of the Ministry of Education and Training of Vietnam (2021),

as of the 2019-2020 school year, Vietnam's preschool level has 13,055 primary schoolsnationwide (a decrease of about 2.1% compared to the school year) before), of which therewere 10,155 public schools (down about 2% compared to the previous school year) and2,800 private schools (up about 3% compared to the previous school year) The totalnumber of children attending kindergarten was 4,314,744 children (a slight decrease ofabout 3% compared to the previous school year), of which 3,573,610 children attendedpublic schools (a slight decrease of approximately 4% compared to the previous schoolyear) and 741,134 children go to school outside - Public schools (slight increase of about5% compared to the previous school year) (Vietnam Ministry of Education and Training,2021)

 Businesses need to pay attention to the size and growth rate of the population ofcities, regions and countries, age distribution, ethnic structure, education level, householdpattern, consumption characteristics of The consumer market and the huge communitycome to decide on the right media selection as well as the content and form of theadvertisement.

2.1.2 Micro environment

1 Suppliers

Ha Thanh Toys and Educational Equipment Joint Stock Company has been operating

in the field of manufacturing preschool toy equipment and educational products for manyyears

The company determines that the main business objective to compete in the market isproduct quality, so the company has invested in equipment such as tents, warehouses,machinery for production and business with an area of 1,000 m2 and roof-top houses over3,000 m2; industrial paint drying room, powder coating, machines such as pipe bendingmachines, air compressors, crushers, wood presses, welding machines, etc

Suppliers play the role of ensuring the supply of goods for business activities.Fortunately, Ha Thanh company with suppliers always has a strong connection, so italways ensures enough sources of goods to sell This makes production and businessactivities of the company not delayed, leading to stable revenue and profit

FACTORY

HA THANH TOYS AND EDUCATION EQUIPMENT JOINT STOCK COMPANY:

Use area: 2,800 m2 and other ancillary works 1,000 m2

Location: Phu Dien Industrial Park, Co Nhue Ward, Bac Tu Liem District, Hanoi Belonging to the user unit: Hanoi People's Committee - Anh Dao Food and Beverage Co., Ltd

The company always converts technology to produce and sell products of goodquality, ensuring the right requirements for aesthetics as well as product quality

At the same time, the Company has 2 main wood suppliers:

- The Greenlam Company:

Greenlam Company mainly deals in industrial wood products such as chipboard,plywood, MDF, FOC mica, Polywood, plywood, etc Goods are always available at thestore in large quantities

+ Address: 459 De La Thanh - Thanh Cong Ward, Ba Dinh District, Hanoi

+ Phone: 04 3633 4326

- Duc Khang Company limited:

Having more than five years of experience, as a leading supplier of Ha Thanh Toysand Educational Equipment Joint Stock Company, modern computer systems are importeddirectly from Taiwan

+ Address: 46 Linh Dam, Bac Linh Dam urban area, Hoang Mai, Hanoi

For the consumer group: The object that the dish dryer is aimed at is usuallyhouseholds, especially modern households or young households because usually parentswill have the need to purchase equipment Modern, catch the trend Not only that,nowadays customers are often more interested in product quality and warranty than price.They care about the experiences the product can bring to their families Besides products,customers are also interested in the company's customer service attitude This is also a part

of deciding whether they will return to using the company's services permanently or not.Researching consumer needs plays a very important role in the formation ofcompany plans and strategies On the basis of analyzing and understanding the needs ofconsumers, a company can devise strategies, plans and implement those activities so thatall efforts of the company are directed towards people consumers, ensuring that theproducts sold are in line with tastes and finances ability of the consumer, making the level

of consumer satisfaction as high as possible

3 Competitors

Table 1.2: Compare key factors of competitors

The company is always preferred by customers as a supplier because of reasonable prices, reasonable prices, quality products, so the company is alwaysthe first choice of many customers and businesses.The price

of this product in Ha Thanh

is :24.000.000VND

The company always focuses on and puts customers

as the top priority,

so the customer support policy and warranty policy are always very clear, never disappoint customers with the company's services.Before buying, while buying and after buying, customers all receive dedicated service and advice from the company'sstaff

Cold Table - Fushima Cool

Most of the products have an average price, cheaper than many other companies, this dish dryer in

FUSHIMA is:

24,500,000 VND

Customer support service before purchase, during purchase and after purchase are all good There is a purchase consultingservice and a clear warranty policy

TableRefrigerator FujishimaRestaurant Equipment

Most of the products are quite expensive, only suitable for retail purchase

The company's customer support service is highly appreciated, because it has a clear return and warranty policy

Wine filtration equipmentEssential oil distillation potDuc Manh Industrial Rice Cabinet

Equipment to keep food hot

Roll cake potIndustrial porridge cooker

Electric pho cooking equipment

Prices are usually quite expensive compared to other companies.The price

of dish dryer cabinet

at the company

is :24,990,000 VND

The company has a very clear purchase policy for

customers, has a website to support customers in purchasing, searching for products and supporting exchange So the company is considered as one

of the equipment companies with the best customer service quality

Understanding the competitive situation and competitors is extremely important to beable to plan effective advertising You need to regularly compare your products andservices with your competitors to discover your strengths and limitations to have the mostappropriate advertising strategy Besides, it is necessary to base on the advertising ofcompetitors to build a different and more attractive advertising program.

4 Marketing intermediation – Distribution

Marketing intermediates are a critical component of a company's route of productdistribution Without mediators, the company would be almost impossible to operate This

is because intermediaries are third-party organizations, people, or companies that enable afirm to distribute its goods to the end consumer Intermediaries are classified into fourmain categories: agents, wholesalers, distributors, and retailers (Christopher, M., 2016)Distribution (or location) is one of the marketing mix's four components Distribution

is the process of providing a product or service accessible to the end user, whether it is aconsumer or a company This may be accomplished directly by the manufacturer or serviceprovider or indirectly via distributors or intermediaries (Khan, M T ,2014)

Agents/Brokers

Agents/Brokers, according to Ekwochi, E A., Agents/Brokers are approvedintermediaries who operate on behalf of the principal to assist transactions In contrast towholesalers and retailers, agents do not assume ownership of the products; instead, theyconnect buyers and sellers Typically, the principal pays a commission to the agent(Ekwochi, E A.)

According to this definition, Ha Thanh Toys and Educational Equipment Joint StockCompany's main agents will be displayed on e-commerce platforms such as Lazada(Lazada Mall - the official distributor booth on Lazada), Shopee (Shopee Mall - the officialdistributor booth on Shopee), Sendo, and Tiki, and the company will be responsible forshipping and advertising costs associated with the above e-commerce platforms (Wilson,

SG, & Abel, I ,2002)

Wholesalers

Wholesalers are sales middlemen who sell mainly to retailers, other sellers, andindustrial, institutional, and commercial customers for resale or business purposes Thetransactions are business-to-business (Business to Business) Wholesalers often sell inlarge quantities (Das, C., & Tyagi, R., 1994) In the case of Ha Thanh Toys andEducational Equipment Joint Stock Company, they do not have a wholesale partner;instead, they sell wholesale directly to individual consumers (individuals who donate to

charity) or groups of consumers (Department of Vinh Phuc Education and Training)(xaydungtoday.vn, 2021).

Distributors

Distributors, like wholesalers, gain ownership of a product, retain it, and then resell itprofitably to retailers or other third-party distributors The primary difference is thatdistributors associate themselves with complementary rather than competitive products(Spulber, D F., 1999) Ha Thanh Toys and Educational Equipment Joint Stock Companycurrently does not have a distribution partner that meets this criterion

Retailers are merchants who sell to the general public directly Retail establishmentscome in various shapes and sizes, ranging from hyper marts and supermarkets to tiny,independent businesses In this instance, the transactions are B2C (Business to Customer)(Jefferys, J B., 2011) Retail partners of Ha Thanh Toys and Educational Equipment JointStock Company include commercial furniture merchants and their online shops on e-commerce platforms

Jobber

Jobber: A kind of distributor that works on a smaller scale and distributes only toshops or institutions (Rosenbloom, B., & Andras, T L., 2008) Ha Thanh Toys andEducational Equipment Joint Stock Company's Jobber partners are individuals ororganizations that retail in conventional forms in Vietnam: wet market merchants, small-scale furniture shops, or on e-social marketplaces

Distribution channel structure of Ha Thanh Toys and Educational Equipment Joint Stock Company.

From the above analysis, the Distribution channel structure of Ha Thanh Toys andEducational Equipment Joint Stock Company is designed as follows:

Figure 1.1: Distribution channel structure of Ha Thanh Toys and Educational

Equipment Joint Stock Company.

(Source :Ha Thanh company)

Manufaturer

Jobber Consumer

Manufacturer

Consumer

2.2 SWOT analysis

- Having many years of experience in the

field of manufacturing preschool toy

equipment as well as industrial cabinets

- Employees are all people with

enthusiasm and deep expertise in the field

- Advanced machinery and equipment

meet standards and are always upgraded

and innovated, with a spacious warehouse

- Reasonable price compared to

competitors - The company has won many

bidding packages in Hanoi area

- The number of employees is limited

- Difficult to compete with big companies

- Financial resources are not abundant

- The source of imported materials is stilllimited

- Promotion tools are less diversified

- There are not many e-commerce sites yet

OPPORTUNITIES THREATS

- There is a great opportunity because a

large number of potential customers are

available, schools have reopened, children

can go to school directly, so schools and

agents have a need to buy and import a

large number of dish drying cabinets

- Having conditions to keep up with the

development of technology

- Can apply many suitable marketing

methods and campaigns to drive sales

- Domestic competition due to many otherbig brands doing business in the samefield

- The "market" pie is getting narrowed day

by day, small pharmaceutical companies,without a long-term strategy, withoutcompetitiveness, will be excluded from thegame Even large enterprises, havingfactories, sales departments and making abig brand name will inevitably reducesales