OVERVIEW OF MARKETING COMMUNICATION
Marketing overview
The term "Marketing" originated in 1902 at the University of Michigan and has evolved significantly alongside human civilization Its diversification is evident through the emergence of various marketing concepts across multiple sectors, including business, politics, culture, sports, and science.
According to Phillip Kotler - a famous American marketing professor, has defined that: "Marketing is a form of human activity to satisfy their needs and wants through communication processes."
(Source: Philip Kotler (1994), Marketing Management, Statistical
In 2007, the American Marketing Association updated its definition of marketing to reflect the evolving business landscape, stating that "Marketing is a collection of activities, structural mechanisms, and processes designed to create, communicate, and deliver value to consumers, customers, partners, and society as a whole."
According to Professor Dr Tran Minh Dao, marketing extends beyond being merely a business management function; it encompasses various business activities, including identifying consumer purchasing power and converting that power into actual demand for specific products.
4 bringing that goods to the final consumption place in order to ensure the highest profit for the business."
(Source: Tran Minh Dao, Basic Marketing, National Economics
Marketing encompasses various definitions shaped by individual and organizational perspectives, but fundamentally, it is a social process through which entities fulfill their needs and desires by creating and exchanging valuable knowledge Consequently, conducting scientific research on marketing and implementing its findings is essential for the success of modern businesses.
1.1.2 The role and function of marketing
Marketing is essential for businesses, consumers, and society, as it unites stakeholders into a cohesive entity It serves as a vital link between customers and businesses, enabling companies to align their production and activities with customer needs, ultimately driving revenue and profit Additionally, marketing adapts to economic changes, supporting businesses in achieving sustainable growth and resilience.
Marketing activities are crucial for determining a company's market position They encompass various stages, including market research, product cataloging, production, distribution, and sales.
Marketing management is integral to business operations, closely interacting with other management areas Its primary role is to align various functions not only to attract customers but also to identify effective tools that meet customer needs and drive profitability for the company.
In general, the marketing function in the business always shows the following basic contents:
Who are your customers? Where do they buy? How much do they buy? How do they buy? Why do they buy?
When considering the types of goods needed, it is essential to identify their specific characteristics and the reasons behind their necessity Understanding why certain commodities are preferred over others is crucial, as it highlights their relevance in the current market Additionally, evaluating whether the existing attributes of these goods remain pertinent is vital for ensuring they meet consumer demands effectively.
The advantages and disadvantages of a company's goods must be carefully evaluated to determine if changes are necessary Identifying which properties require modification is crucial for maintaining competitiveness Failing to implement changes can lead to stagnation and loss of market relevance, while making the right adjustments can enhance product appeal and drive growth.
Determining the optimal price for goods involves assessing various factors, including market demand, competition, and customer preferences It's essential to evaluate whether the current pricing remains suitable or if adjustments are necessary Considerations for price changes should include the extent of any increase or decrease, the timing of these adjustments, and the specific products and customer segments affected.
Businesses face critical decisions regarding whether to manage their sales internally or engage intermediaries Key considerations include the timing of market entry, optimal product volume, and strategies for customer engagement and loyalty Understanding the necessity of after-sales services and the types of support offered is essential, as these factors influence customer satisfaction and retention Ultimately, the marketing function plays a pivotal role in addressing these challenges, guiding businesses in their service choices and market strategies.
The marketing function is crucial for business success, standing alongside production, finance, and human resource management as one of the four essential functions To ensure survival and growth, businesses must prioritize the development of their marketing strategies.
Overview of marketing communications
Marketing communication, as defined by Philip Kotler, encompasses the activities involved in conveying information about a product and the business to customers The goal is to build trust in both the business and its offerings, ultimately encouraging customers to make purchases.
(Source: Philip Kotler (1994), Marketing Management, Statistical
Marketing communication aims to inform, persuade, and remind audiences about a business's products and brands It effectively communicates the presence of the business or product in the market, highlights the advantages over competitors, and ensures that customers recall the product when needed.
1.2.2 The role of marketing communications:
Marketing communication is a crucial component that enhances other marketing mix strategies Well-structured marketing tactics can minimize the need for extensive communication efforts Nonetheless, there are limited services available, particularly in competitive markets.
In today's fast-paced market, the significance of marketing communications cannot be overlooked, especially as product life cycles continue to shorten The traditional belief that "Good wine needs no bush" is becoming increasingly outdated, highlighting the necessity for effective marketing strategies to promote products.
Marketing communication activities enable businesses to inform potential customers about the advantages and benefits of their products, ultimately increasing sales and fostering customer awareness and preference for new offerings By effectively combining communication strategies with other elements of the marketing mix, businesses can achieve synergistic effects and enhance their brand promotion, contributing to a positive business image.
To select the best media, companies should analyze five key communication tools: Advertising, Public Relations, Promotion, Direct Selling, and Direct Marketing By substituting one promotional tool for another, businesses can enhance efficiency and achieve cost savings Companies can utilize independent communication tools to meet specific communication goals, while those with multiple activities can implement coordinated communication strategies for greater impact.
“Advertising is any presence of any kind of goods, services, intentions, ideas… acting through the mass media for which one has to pay to identify people advertisement.”
(Source: American Marketing Association) luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Advertising is the attempt to influence the buying behavior and habits of consumers by providing convincing sales messages about a seller's product or service
Advertising is crucial in today's competitive landscape, yet it faces challenges as new ad units emerge daily It serves as a powerful tool for conveying information and influencing consumer behavior through compelling images and messages Effective advertising aims to capture the interest and attention of both current and potential customers, fostering awareness of products and services The advertising industry is experiencing rapid changes driven by evolving social trends.
Some media are commonly used for advertising such as television, radio, websites, newspapers, magazines, signs, advertising panels
Television advertising effectively reaches a wide range of consumers through engaging sound and vibrant visuals Although it is one of the most costly advertising methods, it can also be achieved indirectly by sponsoring programs or displaying brand logos.
As information technology and the internet evolve, online advertising has become increasingly vital for businesses Companies leverage various online platforms, including email marketing and video advertisements on websites, to reach a broader audience With the internet being widely used by families today, it presents a significant opportunity for brands to enhance their visibility and engage with consumers effectively.
Advertising on public transport, particularly on buses, involves displaying product images and company names on the vehicle's exterior This method effectively reaches a large audience, as buses carry numerous passengers daily Many businesses utilize buses as a platform for advertising, making it a popular choice for promoting services and products.
9 products with a long lifespan or brand of the whole company, not introducing short, fast outdated products
Point-of-purchase advertising is a strategy where sellers showcase product features directly at the location of sale This cost-effective approach piques customer interest and encourages product usage.
"Public relations is a form of non-personal communication about an organization, product, service or idea that the subject does not have to pay directly."
The public plays a crucial role in a company's success, either supporting or obstructing its objectives To navigate this landscape effectively, companies must implement strategic public relations initiatives Public relations involves monitoring public perceptions and managing information dissemination to establish credibility In the face of negative public opinion, it is essential to develop strategies that foster a positive social image and counteract damaging rumors Key activities in public relations include proactive communication and reputation management.
Effective media relations involve sharing valuable information through mass media to draw attention to individuals, products, or organizations Additionally, product propaganda encompasses various strategies aimed at promoting specific products through persuasive claims.
Corporate communications: including internal and external media to deepen the understanding of the company
Lobbying: working with legislators and government officials government to promote or repeal a law or regulation
1.2.3.3 Sale promotion (Promotion): luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
"Sales promotion or promotion is short-term immediate measures that encourage an immediate trial or purchase of a product or service or to buy more."
Sales promotions significantly boost sales growth by offering tangible benefits such as bonuses, discounts, and prizes While advertising alone may not trigger an immediate purchase response from consumers, sales promotions complement advertising efforts by encouraging and motivating customers to make quicker buying decisions.
Promotions aim to boost consumer demand by motivating individuals to purchase more goods or services offered by a business For distribution intermediaries, promotions encourage increased distribution activities, enhance sales efforts, and help consolidate and expand distribution channels, ultimately exercising market reserve and ensuring consistent distribution to broaden market reach.
There are a variety of different stimulus tools available to accomplish this goal Promotion tools can be divided into the following groups:
The group of tools that generate economic benefits that directly push consumption includes:
Marketing communication planning process
To effectively organize communication, businesses must grasp the fundamentals of how communication operates, develop a structured communication campaign, and comprehend the essential elements of the communication process within their strategic framework A successful campaign is executed through a series of fundamental steps.
1.3.1 Identify the target audience group:
The public consists of both internal and external groups that an organization interacts with, making it essential for communicators to clearly identify their target audience For businesses, this public may include potential customers, existing users, decision-makers, or influential individuals The target audience can range from individuals and specific groups to the general public Understanding the target public is crucial, as it significantly influences media decisions regarding messaging, timing, and delivery.
After identifying the target audience and their characteristics, the marketing communicator must determine how to effectively respond to the public's desires The goal is to encourage customer purchases and ensure satisfaction However, purchasing behavior is the final outcome of a lengthy consumer decision-making process.
15 marketer needs to know how to get the target public to a higher willingness to buy state
Marketers can analyze public perceptions and behaviors to identify their target audience This approach allows them to influence consumer attitudes and motivate actions by instilling specific ideas in the minds of potential customers.
In marketing, establishing a specific goal is essential for developing an effective strategy Clear goals enable marketers to assess the success of their marketing efforts By applying the SMART principles—Specific, Measurable, Achievable, Relevant, and Time-bound—marketers can effectively reach their objectives.
Specific - specific, easy to understand: The goal must be specific as it guides future activities
Measurable - Measurable: A given target must have a specific unit and number that can be measured
Achievable - fit: A goal must be challenging to try, but don't set an unattainable target either
Realistic - reality: This is the criterion that measures the balance between the performance and the resources of your business (time, personnel, money )
Deadline: All work must have a deadline, otherwise it will be delayed Having the right time helps you both achieve your goals while nurturing your other goals
The relationship between behavior and perception can be illustrated through two distinct chains The first chain, "behavior - perception - perception," occurs when consumers pay significant attention but perceive little to no difference in a product category, such as when purchasing bottled water Conversely, the second chain, "perception - behavior - perception," arises when consumers exhibit minimal attention and recognize little variation in product types, as seen in the case of buying salt.
16 understanding the right chain, marketers can better perform communication planning
Stage “ADIA” Paradigm Degree of efficiency
Behavioral stage Action Purchase Trial
(Source: www.voer.edu.vn)
In this article, we will consider a buyer who is highly discerning about the product type and knowledgeable about the distinctions within that product category.
The "degree of efficiency" model encompasses cognitive, sensory, and behavioral aspects, illustrating the six buyer readiness states: awareness, knowledge, liking, preference, conviction, and purchase Understanding these stages is crucial for effectively guiding potential customers through their decision-making process.
To effectively engage the target audience, communicators must first assess their awareness of the business and its products If the audience is largely unfamiliar, it is essential to introduce them to the brand, starting with its name This can be achieved through consistent messaging that emphasizes the business name, although it is important to recognize that providing even basic information requires time and effort.
To effectively engage the target audience, it is essential to bridge the gap between their awareness of a product or business and their understanding of it The communicator's primary objective is to enhance the public's comprehension of the business and its offerings.
To foster public affection for a product, businesses must first ensure that consumers understand it If the audience lacks sympathy, a media campaign may be necessary to generate positive feelings However, if the product has significant flaws, it is crucial for the business to prioritize improvements before relying on promotional efforts Effective public relations emphasize that "good actions precede good words."
To enhance product popularity, it is essential to highlight its standout features, such as competitive pricing and superior quality, especially when the target audience shows a preference for the product but favors alternatives By effectively promoting these attributes, we can persuade potential customers to choose our product over others.
To effectively influence potential buyers, it is essential for communicators to instill a strong conviction in the product's value, ensuring that the audience feels confident in their purchasing decision.
Some members of the target audience may have an interest in purchasing but are not yet ready to make a decision They might seek additional information or plan to buy at a later time It is essential for the communicator to guide these potential customers towards completing their purchase.
The six consumer readiness states are organized into three phases: perception (knowledge and awareness), feeling (liking, preference, and conviction), and behavior (purchasing) Consumers may find themselves in any of these states, and it is essential for communicators to identify the predominant stage among the target audience This understanding enables the development of effective communication campaigns aimed at advancing consumers to the next stage in their buying journey.
Factors affecting the implementation of the marketing
The marketing environment encompasses all internal and external factors that can positively or negatively impact a business's marketing activities and decisions It plays a crucial role in establishing and maintaining relationships between businesses and their customers.
To thrive in a competitive landscape, businesses of all sizes must confront internal challenges that can impact their marketing efforts Key internal factors play a significant role in shaping a company's ability to maintain and grow its market presence.
Financial capability is a crucial factor for businesses, significantly influencing their promotional activities It is essential for companies to assess their financial resources before launching a communication campaign The available budget determines the strategies marketers will explore, enabling them to select the most effective communication solutions that align with their financial constraints.
Human resources play a crucial role in managing and executing all production and business activities within an enterprise The management team proposes decisions, while the staff implements these initiatives Ineffective employee performance can significantly hinder communication efforts and tarnish the company's image During peak periods, particularly at year-end, organizations often lack sufficient staff for communication activities To address this, companies may partner with external communication firms, which, despite being a higher-cost option, can enhance efficiency and effectively manage communication needs.
27 lack of personnel, is the solution most suitable businesses are choosing today
Physical factors such as infrastructure, equipment, and technology significantly influence a business's marketing communication A company with modern facilities and resources can enhance the effectiveness and reliability of its marketing efforts compared to competitors Additionally, financial resources play a crucial role in determining the success of marketing programs, as trade promotion initiatives often require substantial investment Therefore, a well-allocated budget is essential for successfully executing a company's marketing strategy.
Customers are the key drivers of revenue for a business and play a crucial role in shaping its communication strategies Their feedback and assessments provide valuable insights that guide the next steps in a company's communication efforts.
In the 21st century, as our country integrates with regional and global markets, domestic enterprises are experiencing increased commercial activity but also face significant challenges They must compete not only with local businesses but also with foreign companies that possess substantial financial resources, a highly skilled workforce, and advanced production technologies This competitive landscape presents numerous difficulties for businesses.
As our country experiences economic growth, globalization offers consumers an expanding array of choices, making it more challenging for businesses to attract customers To succeed in this competitive landscape, companies must enhance their competitiveness and ensure that information about their products reaches a wider audience Effective product communication and promotion are crucial for every business aiming to thrive in today's market.
Businesses must not only analyze their competitors and develop effective strategies to meet the needs of their target markets, but they also need to stay informed about various public interest issues that affect the community.
Publics refer to groups of individuals who are either currently or potentially engaged with an organization, influencing its capacity to meet its objectives To succeed, businesses must develop marketing strategies that address both public and consumer markets Typically, every business interacts with various types of publics.
Financial public: Financial institutions, banks, investors, securities companies, and insurance companies affect the ability of enterprises to borrow capital
Media publics: Enterprises must instill the trust of public opinion organizations, especially newspapers, magazines, radio and television
Government publics: Enterprises need to pay attention to the opinions of the government when formulating marketing plans such as true advertising, safe production, anti-competition laws
Citizen action publics: Business marketing activities can be questioned by consumer organizations, environmental organizations and luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
29 other organizations For example, some researchers have disproved candy, claiming that they have little nutritional value, tooth decay, etc
Effective communication with the local community is essential for every business, including engagement with local organizations Large companies often designate a local communication specialist to maintain connections, participate in meetings, address inquiries, and support charitable initiatives.
Businesses must be aware of public attitudes regarding their activities and products, as these perceptions, while not organized, significantly impact customer opinions and behaviors.
Internal publics of a business encompass employees, intellectual workers, executives, and the board of directors A positive atmosphere among employees fosters a sense of comfort, which can extend beyond the organization, influencing external perceptions of the business.
External factors include social forces that influence the overall marketing communications of a business, including:
The demographic environment in our country, with a population exceeding 80 million, presents a significant market opportunity for businesses Understanding the population structure is crucial for effective marketing strategies, as it directly relates to consumer behavior Key trends impacting businesses include population growth, shifts in age demographics, geographical distribution changes, evolving family characteristics, and varying cognitive levels among the population.
So the change of population between geographic areas will change the market density of those regions, leading to the implementation of marketing communication will have to change
The economic environment of our country, characterized by a market economy, has seen significant achievements, including joining the WTO and maintaining a high economic growth rate This progress has led to increased per capita income and improved living standards in both urban and rural areas However, challenges such as economic crises and high inflation have resulted in decreased consumer spending Key factors influencing business activities include GDP growth, import-export turnover, inflation rates, unemployment, exchange rates, bank interest rates, and investment speed These economic indicators not only reflect the overall state of the economy but also impact various sectors, including marketing communication activities.
Criteria to evaluate the effectiveness of marketing
Effective marketing communication relies heavily on the evaluation of communication performance Timely assessment of communication activities allows for the early detection of issues, enabling prompt adjustments Given the significant costs associated with marketing communications, it is more economical to prevent errors than to rectify them after they occur To ensure that communication efforts remain effective, management must implement a robust system for monitoring and evaluating performance outcomes Key criteria for assessing communication activities include the appropriateness of the communication budget and the level of customer awareness.
In today's competitive business landscape, mixed promotion has emerged as a vital marketing strategy The significant investments made by large companies highlight its effectiveness and importance This approach encompasses various functions, including advertising, communication, sales promotion, and support for product policy, pricing, and distribution By bridging the gap between supply and demand, mixed promotion facilitates consumer choice and consumption while helping sellers mitigate business risks.
Effective allocation of marketing budgets is crucial for businesses, as it involves deciding where to invest in areas such as radio, print, digital advertising, and public relations Companies must prioritize their spending categories based on available funds and strategic goals For medium to large enterprises, utilizing communication tools in budgeting is essential to develop an effective communication plan that maximizes profits while optimizing budget usage.
Many companies continue to depend on a limited number of communication tools to meet their objectives, even as the market economy undergoes significant transformations The segmentation of the mass market into various sub-markets necessitates tailored communication strategies for each segment Additionally, the emergence of new media types and evolving consumer insights further complicate the communication landscape.
As companies face increasing complexity in communication tools and audience engagement, managers must reassess their objectives and environmental conditions This involves evaluating and securing resources for implementation, developing an adaptable organizational structure, and continuously reassessing the strategic plan Effective strategy implementation demands careful analysis and oversight, requiring managers to remain flexible and responsive to changes to achieve their desired goals.
To evaluate the effectiveness of mixed promotion activities, communicators must assess their impact on the target audience by determining message recall, frequency of exposure, key takeaways, emotional responses, and attitudes toward the company's product Additionally, it is essential to gather public response metrics, including purchase rates, product satisfaction, and word-of-mouth engagement.
Object-specific marketing activities focus on creating programs with defined objectives To assess the effectiveness of these marketing communications, it is essential to align evaluations with the specific targets of the campaigns Various metrics can be employed to measure audience engagement and the overall impact of the marketing efforts.
Perception measurement primarily assesses awareness of a product's existence and the identification of specific products This evaluation can be conducted through two key forms: impact and recall impact.
Measurement of knowledge: after the effect of awareness is knowledge Insight measurement is to measure the audience's receptivity to communication messages
Effective measurement involves assessing the impact of information on an object Administrators are not only interested in whether the object has received the information, but also in gauging the level of impression or influence that the information has had on the object.
Intent measurement involves assessing how well marketing communications influence an informed recipient's planned actions based on the information provided It focuses on evaluating the outcomes generated by these communications, determining the specific goals a media unit aims to achieve within a designated timeframe.
1.5.4 Compare performance with set standards
At this stage, the company must establish guidelines to assess the acceptable boundaries of performance discrepancies By comparing actual performance results with the anticipated outcomes, the advertising administrator can identify the necessary corrective actions.
Once marketing communications are initiated, the administrator must ensure the program operates according to the established plan.
35 are three trends of action after assessing what is taken: no action, corrective action, and preventive action:
In situations where the actual performance closely aligns with established goals, taking no action may be the most prudent choice If the difference between reality and objectives falls within acceptable limits, it is advisable to refrain from action to prevent unnecessary resource expenditure within the organization.
Corrective action directly addresses underperforming marketing activities, particularly when sales to a target customer group fall significantly below expectations.
Preventive actions: Preventive actions that do not address any immediate deficiencies but the purpose of which is to prevent serious problems right before they develop
1.5.6 Some methods of evaluating communication effectiveness
The effectiveness of an advertising campaign can be gauged by the number of responses it generates once posted This response rate indicates how well the ad reaches its target audience, with some individuals choosing to participate in the show, thereby reflecting the campaign's overall success.
Overview of brand awareness communication
Brand awareness refers to how well consumers recognize a product by its name It is essential for promoting new products or revitalizing existing brands Effective brand awareness encompasses the unique qualities that set a product apart from its competitors.
Brand awareness refers to the familiarity of consumers with a particular product or service
A brand awareness campaign seeks to familiarize the public with a new or revised product and differentiate it from the competition
Social media has become an important new tool in brand awareness marketing
High brand awareness significantly boosts sales, as consumers are more inclined to choose familiar name brands over unknown products when faced with options.
In the soft drink industry, many beverages appear similar when unbranded, making brand recognition crucial Industry leaders like Coca-Cola and Pepsi leverage strong brand awareness to ensure their products are the preferred choice for consumers.
37 for Over the years, these companies have employed advertising and marketing strategies that have increased brand awareness among consumers, and that has directly translated into higher sales
This higher rate of brand awareness for dominant brands in a category can serve as an economic moat that prevents competitors from gaining additional market share
1.6.2 Special Considerations Regarding Brand Awareness
As of 2019, Internet users spent approximately 38 minutes per day on Facebook, 26 minutes on Snapchat, and 27 minutes on Instagram
Companies are increasingly focusing on brand awareness through social media platforms, leading to innovative promotional strategies where consumers actively discuss their favorite products and services Targeted advertisements on Facebook and Instagram dominate these brand awareness efforts, particularly appealing to Millennial and Gen Z audiences.
Consumers often share negative experiences, prompting marketers to adjust their strategies It is essential for companies to address negative reviews promptly and provide solutions to customer issues in real-time.
Engaging with social media posts enhances brand awareness, making it crucial for consumers to easily access the company's website directly from these platforms.
1.6.3 Other Ways to Create Brand Awareness
While print media has diminished in influence, there remains a dedicated audience for newspapers and magazines Strategically placed advertisements continue to reach consumers effectively, highlighting the ongoing relevance of print in the digital age.
38 targeted locations in the appropriate section of a newspaper or in specialized publications, can attract the viewer’s attention and create brand awareness
A new forex trading company can enhance brand awareness among investors by advertising in magazines that specialize in global trade and currencies.
In-store advertising plays a crucial role in enhancing brand awareness, particularly for impulse purchase products For instance, a company launching a new candy bar can effectively promote it by placing the product at point-of-sale (POS) locations, thereby attracting customers' attention and encouraging immediate purchases.
Event sponsorship is another effective way to create brand awareness Charitable events, sporting events, and fundraisers allow for prominent visibility of a company's name and logo
A health insurance company can enhance its brand image and community presence by distributing complimentary, company-branded health packs at charity marathons This initiative not only fosters goodwill but also increases brand awareness and positively impacts the company's reputation.
Actual situation of communication marketing activities of TAME's VICHI cream products
Overview of TAME CO., LTD
2.1.1 The process of formation and development of TAME CO., LTD:
2.1.1.1 Introduction of TAME CO., LTD:
- Company name: TAME VIETNAM CO., LTD
- Short Name: TAME CO., LTD
- Headquarters: Audi Building 8 Pham Hung, Me Tri, Nam Tu Liem, Hanoi
- Head office 2: 361 Pham Van Bach, Ward 15, Tan Binh District, Ho Chi Minh City
- Legal representative: Tran Van Tuan
- Charter capital: 10,000,000,000 VND (Ten billion Vietnam Dong)
2.1.1.2 History and development of TAME CO., LTD: luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
2010 - Establishment of TASA Strategy and Training Co., Ltd: Brand operating in the field of training, strategic consulting for individuals and organizations
2016 - Established TAME Vietnam Co., Ltd.: A prestigious brand operating in the field of beauty and health care
2017 - Established TAHOME Furniture Design and Construction Co., Ltd.: Brand in consulting, designing and executing interior furniture for families and businesses
- Introduce to market the chocolate lipstick brand LYL: The predecessor of the cosmetic brand originating from pure chocolate KYS
2019 - Merging 3 companies TAME-TASA-TAHOMES: Establishing TA
Holdings Group: A multidisciplinary group in the field of manufacturing and retailing healthcare products and services to improve the quality of Vietnamese life
The Chocolate cosmetic brand KYS has officially launched, successfully attracting investment capital and securing a global development strategy package from international experts This initiative is anchored by establishing a presence on Amazon, the world's leading e-commerce platform.
2.1.2 The organizational structure of TAME CO., LTD: luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Diagram 1: Organization structure of the company
(Source: Tame Vietnam Co., Ltd.) Functions of the departments :
General Meeting of Shareholders ofofofffofofhareholders Administrative Council
Deputy General Director of Operations Division
TAMEGO JOINT STOCK COMPANY KYS JOINT STOCK COMPANY
Logistics department luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Including 1 general executive director in charge of general management and control; 3 deputy directors are in charge of the company's own areas They set up quarterly, annual, and quarterly operational strategies for the whole company Monitor, manage daily work, plan company development strategy Take responsibility before the law for all activities of the company
The HR division is dedicated to aligning human resource strategies with the Company's business objectives by planning activities and budgets that adapt to changing needs It manages the departmental budget to optimize operational costs effectively Key focus areas include talent attraction and development, fostering a positive company culture and internal communication, as well as HR administration and training initiatives.
Effective financial management involves planning, implementing, and overseeing the company's financial activities It is essential for leaders to guide and monitor compliance with both state and internal financial regulations Accurate and timely accounting of all assets, equity, liabilities, and financial transactions is crucial to support business operations and ensure optimal service delivery Proper documentation of economic transactions is necessary to facilitate smooth business activities and achieve favorable results.
We provide expert advice on brand marketing strategies tailored to the Company's evolving business objectives, while also planning marketing activities and budgets for each period Additionally, we focus on creating and developing content for the latest thesis downloads, ensuring relevance and accessibility for users.
The article outlines the management and optimization of 43 brand and product promotion campaigns across various advertising platforms It emphasizes the importance of periodic reporting as required by the Company or Group Leader Additionally, it highlights the responsibility of building, implementing, and controlling the Department's budget in alignment with the approved budget to enhance operational cost efficiency.
Advise management on effective business strategies and develop comprehensive business plans to achieve monthly, quarterly, and yearly sales targets Ensure high-quality service by monitoring the work and products of various departments Conduct research to identify and propose potential joint ventures and investment partners for equipment and machinery purchases Provide regular reports on strategic situations, alternatives, and collaborative opportunities with customers.
2.1.3 Business field and development orientation:
Table 1.1: Business lines of TAME Vietnam Co., Ltd
Number Industry name Industry code
4 Wholesale of other household appliances G4649
5 Wholesale of computers, peripherals and software G46510
6 Wholesale of electronic and telecommunications equipment and components
7 Wholesale of other machinery, equipment and spare parts G4659
8 Wholesale of materials and other installation equipment in construction
10 Retailing of food, food, beverages, tobacco, tobacco, and G47110 luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
44 waterpipe tobacco accounts for a large proportion in general stores
11 Retail sale of food in specialized stores G4722
13 Warehousing and storage of goods H5210
14 Retail sale of computers, peripheral equipment, software and telecommunications equipment in specialized stores
15 Retail sale of electrical household appliances, beds, tables, chairs and similar furniture, lamps and other household electrical appliances n.e.c in specialized stores
16 Retail sale of drugs, medical instruments, cosmetics and hygiene products in specialized stores
17 Remaining other business support service activities n.e.c N82990
18 Manufacture of other food products n.e.c C10790
(Source: https://www.thongtincongty.com/company/3f88dd6d-cong-ty- tnhh-tame-viet-nam/#ixzz6t78kdnrg)
The retail sector is a key revenue driver for the company, with three standout products: Folliculitis treatment, Darkening solutions, and Hair Removal products Additionally, the company introduced the KYS lipstick brand; however, its sales performance has been relatively modest.
- Become a pioneering multi-industry enterprise in the field of production and services to improve the quality of life for Vietnamese people & export to international markets
- “Ta” - We: TA Holdings was born to resonate & create lasting value for all partners, customers & each employee
- Sales will be 5 times that of 2020 in the next 5 years
- Core value: o Dedication to customers o Discipline is strength o Learning and creating luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
45 o Vigorously exceed the target o Love together
The production and business situation of TAME
VICHI folliculitis cream product set includes 1 activated charcoal soap and a bottle of VICHI folliculitis cream
VICHI activated charcoal soap effectively removes long-accumulated dirt, sebum, and bacteria from the skin's surface while cleansing dead skin cells Enriched with bamboo charcoal powder and grape seed oil, it purifies and kills bacteria, enhancing the absorption of specialized creams for improved skin health.
VICHI folliculitis cream features a blend of Cajeput essential oil and turmeric essence, known for their antibacterial and antiseptic properties that effectively combat acne and pus Additionally, the inclusion of gotu kola essence aids in cooling the skin and promoting tissue recovery, while licorice essence helps diminish dark spots and scars, resulting in a brighter appearance for inflamed skin.
Figure 1.2 Product image Vichi for folliculitis
(Source: https://tamegroup.vn/) 2.2.2 VICHI's business results in 2 years 2019-2020
Despite being a relatively new player in the market, Tame Vietnam Co., Ltd is overcoming initial challenges through its expertise, high-quality service, and professionalism The company's growing credibility is solidifying its market position, and its early successes serve as a strong foundation for future growth.
Table 1.2 Number of orders of TAME over the years 2019, 2020 luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Products Unit Year 2019 Year 2020 Compare
(Source: Tame Vietnam Co., Ltd.)
From the table above, we can see the Company's activities as follows:
- Order volume of VICHI in 2020 increased by 1000 orders, equivalent to 1.5% compared to 2019
- The number of orders of others in 2020 increased by 200 orders, equivalent to 1.25% compared to 2019
In 2020, the Company experienced significant changes, with an overall increase in product orders compared to 2019 This growth can be attributed to strategic initiatives such as recruiting additional personnel, enhancing employee training, and targeting a broader customer base Additionally, substantial promotions were implemented to attract customers with lower demand As a result, the number of orders in 2020 saw a slight increase, contributing to the Company's continued growth.
Table 1.3 TAME's business performance over the years 2019, 2020 luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
(Source: Tame Vietnam Co., Ltd.)
According to data from Table 1.3, TAME Co., Ltd has entered a more competitive market, experiencing a significant increase in annual revenue, particularly over the past year, marking a substantial leap in both revenue and profit The data indicates that the company has successfully identified an effective development strategy, overcoming initial challenges and disadvantages posed by the competitive landscape.
In the past two years, the Company has made significant achievements; however, it is crucial to recognize the speed and limitations of these results within our business processes The following chart illustrates a comparison of the company's performance based on three key criteria: revenue, expenses, and profit before tax.
Chart 1.1 Chart comparing revenue, expenses and profit before tax
From the chart 1.1 comparing revenue, costs and profits above, we can make some preliminary assessments of the company's business situation as follows:
TAME Vietnam Co., Ltd has experienced significant revenue growth over the past two years, with profits showing remarkable improvement Notably, the company's sales in 2020 reached nearly 1.5 times the revenue of 2019, highlighting a substantial leap in financial performance.
After six years of operation, Tame Vietnam Co., Ltd has demonstrated impressive performance, achieving a revenue growth rate of 67.6% in 2020 compared to 2019 However, this success has been accompanied by a significant increase in capital investment costs.
2019 - when the company has been in operation for 3 years, with the revenue of VND 24,587,000,000 Tame Vietnam Co., Ltd has taken initial successful steps in affirming its position However,
Revenue Expense Profit before tax
Year 2019 Year 2020 luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
In 2019, the company generated significant revenue, with expenses reaching 83% of the total revenue, amounting to 20,530,000,000 VND This high expense ratio was primarily due to investments in advertising, marketing, and the expansion of the business network, as well as salaries for numerous new employees The timeframe from 2019 to 2020 is viewed as a pivotal period for the company.
The company has experienced remarkable growth, with revenue increasing by 67.6% and profits rising by 60.2% Since 2017, the company has achieved a profit growth rate of 147.8% by 2020, following three years of continuous development.
The management's effective planning policies are reflected in the company's growth; however, expenses surged significantly, rising from VND 20,530,000,000 in 2019 to VND 29,932,000,000 in 2020, marking a 68.5% increase This rise in costs is attributed to higher personnel expenses, increased transportation costs, and the acquisition of equipment for staff In 2020, the company also expanded its operations by hiring additional marketing and departmental personnel Furthermore, to motivate employees and enhance their well-being, the company implemented various policies, including wage increases for high achievers and bonuses during the Tet holidays.
Marketing activities for VICHI products at Tame Vietnam Co., Ltd
TAME strategically segments the market based on consumer behavior, emphasizing efficiency in product usage The company primarily targets key demographics, including students, workers, office employees, pregnant mothers, and parents Additionally, TAME has introduced resources such as downloadable thesis materials and the latest master's theses to cater to its audience's needs.
51 a brand of lipstick made from chocolate, which is environmentally friendly and does not darken lips
TAME's VICHI products are primarily targeted at the primary and mid-market segments, with nationwide availability through shipping and online shopping Despite being a recent entrant, VICHI has rapidly gained market presence and expanded its reach To further enhance product consumption, TAME aims to deepen its market strategy by defining specific target customers.
Table 1.4 VICHI's competitors and target customers
Brand Characteristic Competitors Target customer
VICHI Treatment of folliculitis, back acne, skin care, smooth skin and restore damaged skin after acne
Regular: Schools, hospitals, offices, families, students, students…
2.3.2 Marketing activities for VICHI cream products at TAME Vietnam:
Kinds of product: VICHI folliculitis cream product set includes 1 activated charcoal soap and a bottle of VICHI folliculitis cream
VICHI activated charcoal soap effectively eliminates dirt, excess sebum, and bacteria that have built up on the skin's surface Additionally, it cleanses dead skin cells, promoting a clearer and healthier complexion.
52 essential oil ingredients bamboo, Moso bamboo charcoal powder, grape seed oil have a purifying and bactericidal effect on the skin; thereby, increasing the penetration of the special cream
VICHI folliculitis cream features a blend of Cajeput essential oil and turmeric essence, known for their antibacterial and antiseptic properties that effectively combat acne and pus Additionally, the inclusion of gotu kola essence aids in cooling the skin and promoting tissue recovery, while licorice essence helps to diminish dark spots and scars, resulting in a brighter appearance for inflamed skin.
Brand: VICHI products use a distinctive green mark symbolizing freshness and renewal On the label is printed the product name and the message of the VICHI product
Figure 1.3 VICHI product brand luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
VICHI cream is packaged in a 50ml high-quality plastic bottle, while the bath soap is individually wrapped to maintain hygiene and product quality during storage and transportation The plastic jars are sourced from authorized distributors, and both the cream and soap undergo rigorous testing and research prior to market release This VICHI product line, designed to treat folliculitis and back acne, is manufactured using advanced Korean technology and consists entirely of natural ingredients.
Our bundled service offers nationwide shipping for all products through our social media platforms Customers can easily place orders by messaging us on Facebook or calling our hotline, and they will enjoy free shipping across the country Products are delivered within one day for customers in Hanoi and within 1-2 days for those in suburban areas Additionally, purchasing two or more courses provides a discount off the listed price.
The pricing of the company's oriental medicine and cosmetic products plays a crucial role in shaping its marketing strategy.
Enterprises often utilize the direct method for pricing due to its suitability for simple production processes involving small items, high volumes, and short production cycles This method simplifies accounting, as it typically occurs at the end of the month, aligning with reporting periods for easier comparison and tracking Additionally, pricing decisions are influenced not only by product costs but also by competitor pricing, allowing companies to adjust their prices accordingly.
Price for 1 course: 599,000 VND With COD shipping, customers will receive the goods after receiving the goods and carefully checking them It gives customers a sense of trust
Table 1.5 Price list of VICHI products and prices of competitors
Classify VICHI Cao Bach Sam
(Source: Sales and Marketing Department)
VICHI offers a diverse range of products tailored to meet the varying needs of customers with different skin conditions Courses 1 and 2 are designed for those experiencing mild inflammation, while COMBO 3 targets customers with severe and long-term skin issues, all at a significantly lower price point than the initial treatments This pricing strategy not only makes effective skincare more accessible, especially for economically disadvantaged individuals, but also encourages customers to seek additional treatments.
The company implements discount pricing strategies, offering a 10-20% discount to assist economically disadvantaged customers For bulk purchases, a significant discount of 30-40% is available, encouraging customers to buy larger quantities of treatments This approach not only stimulates customer engagement on social media platforms like Facebook but also enhances the company's distribution network Additionally, all orders come with free shipping, ensuring convenient delivery to customers' locations.
During special sales or holidays, the company offers products at promotional prices, making them more affordable for a diverse range of customers This attractive pricing strategy appeals to both intermediate and budget-conscious buyers However, to expand into larger markets, the company must enhance product quality and design to effectively compete with rivals and secure a stronger market position.
As a company that manufactures and supplies products to customers, the company always focuses on product distribution The distribution strategies applied by the company are shown in the diagram below:
The company's products are distributed through 2 channels:
Channel 1 is a direct sales channel: in this way, customers come directly to the company's clinic Under this method, capital is divided because when selling directly, buyers will buy in small quantities, difficult to recover capital, need to open pharmacies in many areas However, businesses have opportunities and conditions to advertise, introduce products and answer customers' direct questions about their products, which contributes to strengthening the company's reputation in the market
Channel 2 is a Facebook channel that consumes the company's main products and can reach customers across the country With the sale of products in this form, businesses are not divided into capital sources, the scale of operation can focus on the production phase, and sold goods can be sold more quickly to customers thanks to the sales network and professional enthusiastic staff The application of this sales method, in addition to the huge amount of luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Sales channels play a crucial role in helping businesses promote their brands effectively However, managing and tracking these channels can be challenging due to limited accuracy in the feedback received To enhance the efficiency of this sales channel, companies must implement various financial strategies, including accurately determining all parameters and revenue generated by employees involved in channel management.
Current status of marketing communication for VICHI cream
products of TAME CO., LTD
TAME's public groups that influence the company's marketing communications include:
Target customers : VICHI is a product for people of all ages In particular, there are 2 main types of VICHI's consumers:
Ordinary customers: those who want home treatment and simple methods that do not take much time Their consumption is account for 50-65% of TAME's sales
Customers with special needs: for customers with long-term inflammation and severe condition
Office workers: This group of customers often has a need for cheap and safe prices With a less moving working environment, skin diseases are also quite serious
Internal employees are a vital asset to any company When businesses effectively assess, support, and motivate their staff, employees are more likely to commit to their roles and advance their careers, contributing to the overall growth of the organization.
Especially, it will contribute to the company's marketing communication activities enthusiastically and in good faith
TAME Co., Ltd aims to enhance its marketing communication strategy by effectively implementing policies that promote business growth Recognizing marketing communication as a vital tool for trade promotion, the company has established strategic goals for the next three years to ensure optimal execution of these initiatives.
The first goal is to increase the number of customers by 15% compared to
In 2020, the primary focus for business development is to increase the customer base By implementing effective marketing strategies, the company can attract potential buyers of VICHI products while also retaining existing customers, thereby enhancing their loyalty This dual approach will lead to a gradual increase in the overall number of customers.
TAME Co., Ltd aims to boost revenue by 20% and profit by 15% compared to 2020 by increasing purchase frequency among existing customers and attracting new ones To achieve these goals, the company must implement effective marketing strategies that foster innovation and engage familiar customers; otherwise, they risk losing sales to competitors if customers do not find compelling reasons to choose their products.
Evaluate and select message ideas
The third objective is to enhance the perception of VICHI products among consumers and expand its market share in Vietnam VICHI is committed to delivering high-quality products that cater to medical needs while ensuring customer peace of mind Currently, 80% of the target audience is familiar with the VICHI brand, with 60% expressing a strong affinity for it and 70% actively using its products.
In every communication campaign, the message is crucial for conveying the business's intent to customers, with creativity playing a vital role in the campaign's success The Sales - Marketing Department is responsible for developing communication messages for VICHI products, following a structured process that includes message design, selection and evaluation, and implementation This process can be further illustrated through the accompanying diagram.
Diagram 2 Process of developing marketing communication messages at TAME
The above process is the step to build the communication message of TAME Vietnam Co., Ltd., this process is explained as follows:
The initial phase of crafting a message involves developing a message concept aligned with established communication objectives The company then proceeds to create an advertising strategy to effectively convey this message.
The communication message is crafted to align with the goals of the Sales and Marketing Department, focusing on key messages intended for customers and competitors It is essential to consider the target market's characteristics, particularly the product points and the recipients, to ensure the message resonates effectively.
The second step involves evaluating and selecting the most effective message ideas for the communication campaign After generating suitable messages, the Company assesses their suitability, originality, and truthfulness to determine which ones to implement.
The final step is to present the media message The selected message can be expressed through images, words, colors depending on the advertising medium selected by the business
TAME Co., Ltd has established the communication message "VICHI - Solution for acne and folliculitis" as a key element of its campaign, reflecting the brand's commitment to human health This slogan has gained recognition and emphasizes the product's long-term goal of treating and restoring skin after damage As customer awareness of VICHI grows, the company aims to position itself as a leading brand in skin treatment, dedicated to providing the best and safest solutions for overall health.
2.4.4 Media that the company is using:
Advertising is an indispensable activity in business for every company that wants to promote its products to consumers
Since 2015, the Company has been utilizing Facebook's advertising programs to effectively launch and promote products to consumers With ongoing efforts to enhance promotional opportunities since 2010, the Company is well-positioned to capitalize on Facebook's growing presence and popularity in Vietnam, indicating significant development potential for VICHI.
Advertising in newspapers and magazines is a highly effective marketing strategy that consistently reaches customers These platforms offer extensive information and in-depth content, allowing for increased page numbers based on demand, along with broad circulation and visibility VICHI products are exclusively promoted through online newspapers, with this advertising initiative launched during the company's establishment to introduce the product to the market.
VICHI enhances its marketing efforts by displaying 1-2 strategically placed banners for its products at the company's clinic, ensuring they capture the attention of visitors effectively.
The company promotes its products by showcasing images during livestreams featuring renowned artists and key opinion leaders (KOLs) on social media platforms This strategy ensures that the company's brand image is directly communicated to potential customers who are interested in purchasing the products.
The company's products are showcased on a dedicated website, enhancing the brand's visibility to consumers In today's digital era, it is essential for businesses to establish an online presence to effectively reach their audience.
61 information is widely transmitted on the internet, television, newspapers and has a very large number of viewers - this is the spearhead for companies advertise their products
Currently, promotional tools are very diverse Depending on the audience and promotional goals, the company chooses different tools:
Sales promotion activities for distribution intermediaries
In the past time, TAME Co., Ltd has used the following forms to maintain and encourage its members:
Special promotion for distributors: in the promotion period, the
Evaluate the effectiveness of the company's communication activities: 63
TAME Co., Ltd conducts an annual assessment of communication effectiveness to evaluate the outcomes of its communication program planning and implementation.
Table 1.8 TAME's business performance over the years 2019, 2020
The company's communication activities significantly contributed to its revenue growth from 2019 to 2020 These effective communication strategies have played a crucial role in enhancing the company's success and establishing a competitive advantage in the market.
In 2019, the company's sales revenue was 24,587,705,194 VND, which rose to 36,362,982,172 VND in 2020, indicating a steady increase in revenue This growth can be attributed to a higher number of customers and increased consumption of the company's products.
In 2020, the company's profit increased by 11,775,276,978 VND compared to 2019 To get such results, the company has been more focused in its marketing strategy and constantly improving products
2.5.1.2 Sales target over time luan van tot nghiep download luanvanfull moi nhat z z @gmail.com Luan van thac si
Table 1.9 Sales volumes over time in 2020
Sell number Quý I Quý II Quý III Quý IV
The above table is made on the basis of: sales data through the quarters
Bottled VICHI products are most consumed during winter and summer
During the summer months, the demand for human products rises due to the hot and dry weather Extreme temperatures, whether too cold or too hot, can exacerbate inflammation and worsen health conditions.
The consumption of VICHI products is generally positive; however, sales tend to decline during the spring and autumn seasons due to lower demand This seasonal variation is influenced by weather conditions, which affect customers' needs for various products.
To effectively promote its products, the company should consider seasonal weather factors and understand consumer psychology, allowing it to develop targeted marketing communication strategies that encourage customer engagement.
Customers have confidence in product quality
The company's marketing communication has become more focused, serving as a foundation for expanding market share and enhancing competitiveness in the Vietnamese beverage sector Through strategic communication activities, the company not only boosts revenue and profit but also collaborates with journalists from newspapers, magazines, and television stations to generate articles, thereby elevating brand awareness and the image of its products.
In addition to quality, the company also has a diversified product portfolio with a wide range of products, meeting all the needs of people
The company has launched promotional initiatives, including offering products as gifts, to incentivize customer purchases This strategy aims to boost sales and enhance customer engagement with the brand.
The flexible selling price policy is favorable for sales, helping the sales department to be proactive in negotiating sales contracts, boosting sales
The company's products adhere to safety standards and come with a warranty card and a certificate from the Ministry of Health, establishing clear product differentiation Additionally, the company prioritizes quality management, implementing quality control at every stage of the production process As a result, the products consistently meet high-quality standards and earn customer trust.
The sales team is well-organized and skilled, with employees dedicated to continuous improvement and skill development The company employs a diverse range of sales methods, including direct sales and indirect sales through wholesalers and retailers This approach has effectively accelerated product consumption and contributed to the gradual expansion of the company's market.
The company boasts an optimal distribution social network channel system, which is essential for effectively competing in the market and gaining customer loyalty throughout Vietnam.
The company's marketing communication programs have not achieved the desired effect because:
Limited investment in communication activities is a primary reason for the existing constraints, as financial resources allocated for projects such as thesis downloads and master's theses remain insufficient.
67 communication activities is extracted from the profits or sales of the business
Television advertising costs often exceed the profits generated by businesses, and limitations in sales support expenses can result in low-quality promotional activities.
The company boasts a highly professional and dedicated workforce committed to achieving its goals However, the marketing team lacks sufficient experience, leading to suboptimal communication outcomes To adapt to the evolving business landscape, it is crucial to prioritize the recruitment of skilled staff, particularly in sales, and to establish stringent hiring criteria This necessitates a team with the right professional qualifications, ideally trained in specialized institutions.
Currently, the company primarily sells products through social networks and has not expanded significantly into regional markets in Hanoi due to the COVID-19 pandemic and restrictions on opening additional clinics.