Internship report major marketing analyze and evaluate digital marketing activities of long phu company

Mission: Long Phu company's mission is to bring the highest quality products to its customers.. High quality: Providing high quality products with diverse flavors so customers have Long

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

Course: 233143006327

HCMC, 07/2024

TABLE OF CONTENTS

Chapter 1: Overview of Long Phu manufacturing, import-export, trade and service 3 1.1 Overall information of companyy c2 211112122 ngn nh HH rà 3 1.2 History of formation and developmen( c1 2c v2 nhe 3 1.3 Products and services 0Ÿ compDany L1 1n Hì n1 2121k 5 1.3.1 Pearls and other ingredients for making milk fea -. 5c c2 csS s2 5 IS! 5 1.3.3 Target market - 2211221121112 21 1111125111111 1111111111101 12 1111011111 1n re 5

IS NỈ ¿(co nh e 5 1.4 Organizational structure of the enf€rDFIS€ - 2 n2 SH nen Hye, 6 1.4.1 The role of interns in the activities of the Marketing department 7 1.5 Analyzing income of company from 2021 to 2023.00.00 cere 7 CHAPTER 2: MARKETING STRATEGY ANALYSIS ccc cee eeeseteeeseees 9 2.1 Digital Marketing process n Long Phụ Company, - 2c c2 9 DAD SWOT analySis L1 HT HH 111112111111 11H 11111110111 x khay 9 2.2 Digital Marketing Strategy of Long Phu Company on Lunar New Year 2024 10

"Z8 (4-1 L 10 2.2.2 Campaign Goal and Objectives, KPÏs Q2 Snn SH Hke lãi , Ty In he II 2.2.4 Marketing Mix L1 TH HH 0110110111111 11 1111 HH ko 12 UXY 0 na -.( 13 2.3.1 Campaign activifies tImelÏine L1 111 1221111111011 12 1211011211 re 15 P15) nh .e 19 CHAPTER 3: CONCLUSION AND RECOMMENDATION ì à 20 3.1 Current needs and trends of the milk tea and premium tea ingredient

Manufacturing Indu$S(TY - - 1211211211 101151 111 1111011111111 81111 ng Hy ty 20 3.1.1 The impact of AI (echnology on Digital Marketing activifies 21 3.2 Recommendlafion - - - 22112112111 11212 11111111111111111 11111111111 11kg kh Hy 21 3.2.1 Facebook Ồ 21 3.2.2 Ecommerce (shopee & lazada) 0 0 0cccccccccceccsecsseesseesseeseeesessseesseseeeeseenes 21

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TABLE OF FIGURE Figure I.Í Logo of Long Phu companyy - 50 0 2221121 1121111221112 te re Figure 1.4 Organizatfional structure of the enferprise 2c ccc cà Figure 2.1 Digital Marketing process in Long Phu Company

TABLE OF TABLE

Table 2.2.2 Campaign Goal and Objectives, KPIS 0 0000000c 0 cccecceeeeeeteeeees Table 2.3.1 Campaign actfivities fimeline - 0 c2 n2 12 12 1122111 re Table 2.3.2 Campaign Budget - 5Á 0Q 211121112 1112111111111 12 1111111 khe

TABLE OF CHART

Chart 1 Company business results from 2021-2023 chart (Unit: thousand

Chapter 1: Overview of Long Phu company

1.1 Overall information of company

Full name: Long Phu manufacturing, import-export, trade and service

Representative: Luu My

Address: 89/10 Trinh Dinh Trong, Phu Trung Ward, Tan Phu District, Ho Chi Minh

1.2 History of information and development

Long Phu company was established on by current CEO Luu My and his husband

Luu Toan Lap In the early years, the company encountered many difficulties in finding raw material suppliers as well as customers Therefore, the company only specializes in providing two main product lines including black pearls and powder sold

to small traders at Tan Binh market during this period to lay the foundation for gradually developing a partner network do business later Starting in 2017, the

company officially expanded its operating area to Binh Tay wholesale market In District 6 and became one of the leading suppliers to agents here just 2 years later Realizing the company's rapid development as well as the great potential from the Ho Chi Minh City market, since 2019, Long Phu has continuously launched many other types of products such as: dried pearls, special pearls, tapioca pearls, fat powder as

well as completely new tea product lines After 11 years of operation and development,

Long Phu has become one of the leading pearl and powder suppliers in Ho Chi Minh City with many noble certifications such as FSSC 22000, ISO 9001: 2015 guaranteeing the quality of company products

Mission:

Long Phu company's mission is to bring the highest quality products to its customers Bringing good quality of life, improving health and bringing many wonderful experiences to customers when they use the company's products Long Phu wants to bring premium teas with many health benefits to the entire community

Core Value:

Prestige: Commitment and assurance to customers that all of the company's products

are made from good, non-toxic ingredients

High quality: Providing high quality products with diverse flavors so customers have

Long Phu Company has three consistent business philosophies: Prestige - Quality - Safety The company's goal is to create good products made from quality ingredients, and that is also the goal that Long Phu company aims for in business

1.3 Products and services of company

Long Phu Food 1s a company that produces and distributes a variety of tea and

milk tea ingredients The company's product line is very diverse in design and flavor

but mainly focuses on two main lines: Pearl, milk tea accessories and teas

1.3.1 Pearls and other ingredients for making milk tea

Long Phu Company provides many types of pearl balls and fibers that customers

today are extremely fond of such as: black sugar pearls, golden pearls With many different flavors such as: coffee, sesame, pandan leaves, matcha, Olong, blueberry, arnica, strawberry, anchovy And especially the above types of pearls will have diverse sizes such as mini, medium, and giant for customers to choose In terms of volume, these products will be divided into 3 types: 1kg, 2kg, 3kg suitable for retail customers

or milk tea stores Besides tapioca pearls, the company also provides additional ingredients for making milk tea such as: fat powder and tapioca pearls These two

ingredients help increase the richness and retain the unique flavor of the drink It is the

main ingredient in making milk tea, coffee, baking, ice cream, and food processing 1.3.2 Teas

The company provides mainly two different types of tea: tea bags and premium tea Regarding tea bags, the company products have a variety of flavors such as: kumquat, lychee, guava, coffee, especially barley flavor with weights from 100g, 200g, 350g

Regarding premium boxed tea, the company also produces many different flavors such

as: black tea, green tea, green tea, and big black tea This premium boxed tea is a product that the company emphasizes on as a drink that is good for consumers’ health

with volumes ranging from 50g-500g

1.3.3 Target market

Long Phu Food Company mainly targets retail agents to distribute its products in the Vietnamese market Specifically, Pha Che Viet retail agents, small traders at Tan Binh market, Binh Tay wholesale market in District 6, milk tea stores, retail customers purchasing goods through the company's e-commerce channels

1.3.4 Target customers

The company has two main product lines: Pearls and other ingredients for making

milk tea and teas, the target customers will be divided into two groups as follows:

Pearls and other ingredients for making milk tea: In this product line, the company mainly targets customers who are retailers, milk tea and coffee shops to distribute the company's products to them With a variety of designs and flavors that are popular with agents, milk tea shops can easily choose suitable product models to sell to final

consumers

Teas: With this product line, the Company targets customers aged from young to middle-aged (About 15-45) This group of customers has a certain source of income, has a love for tea and milk tea in general and is willing to experience these products

Psychologically, this group of customers has something in common: they like an active

lifestyle Regarding behavior, this group of consumers wants to use products made from natural ingredients, without additives harmful to health Geographically, the company targets both urban and rural areas because these two locations are home to a

large number of people interested in tea and milk tea products This effort will help the

company easily reach and bring its products to consumers everywhere in Vietnam 1.4Marketing Mix

Product

Long Phu Company has brought many premium tea flavors (Oolong, Green Tea, Jasmine Tea, Black Tea) for customers to experience the product At the same time, advertise to consumers the ingredients, origin, and high-quality natural materials to create products that are good for customers’ health In addition, the company wants customers to know that the packaging (paper boxes) we use are completely recyclable Showing that the company's products care about consumers’ health and the environment

Price

Long Phu Company has offered extremely reasonable prices for its premium teas Specifically, the company offers a strong discount when customers buy premium tea boxes (500g) with many different flavors With a good price and a product that brings many health benefits, Long Phu Company wants this tea product to become

a valuable gift for all its customers

Place

Distribution channel: The company's products will be consumed in urban areas through food stores such as markets and supermarkets In particular, we must focus

on selling on e-commerce platforms such as Shopee, Facebook, Lazada to reach

and bring products to consumers far from urban areas

Promotion

Currently, this company focuses on content marketing on social networks by using platforms such as Facebook, Shopee, Lazada to post attractive content about

product benefits, and at the same time instruct customers on how to use the product

properly Long Phu Company implements promotional programs by giving discount coupons to customers The company offers a variety of Coupons such as:

20% Coupon for a minimum order of 29,000 VND with a maximum discount of

15,000 VND, 30,000 VND Coupon for a minimum order of 99,000 VND, 100,000 VND Coupon for a minimum order of 299,000 VND (for new customers only), etc The company hopes that this promotion will bring customers premium teas with many flavors made from the highest quality, natural ingredients, worth every penny they spend

1.5 Organizational structure of the enterprise

Department Department

x

Sales Team Marketing Team

The Marketing department plays an extremely important role in a company or

business This department helps companies and businesses collect and analyze market

data and consumer behavior From there, it helps the company come up with

reasonable product strategies that suit the needs of many different customers They also play an important role when coordinating with the sales department to find customers through social networking and e-commerce platforms for the company Contributed to a significant increase in revenue for the company In addition, this department also builds a brand image to make the business's image and products stand

out in the market This makes more customers know and use the company's products

1.5.1 The role of interns in the activities of the Marketing department

The tasks of Intern Marketing in the company are very diverse When starting, interns will be directly instructed by the leader about the work to be done and further instructions on SEO skills, Digital Marketing, and packaging design for products After that, interns will be assigned specific tasks such as:

Marketing content creation: Interns will participate in supporting the team in building and generating ideas for the third quarter of 2024 Through this, interns will be guided

by leaders in skills such as: writing Facebook posts, composing content, posting content, posting schedule

Marketing Research: Interns will collect Marketing indicators from Facebook, Shopee, Lazada specifically: Interaction, Reach, Purchase, Abandonment, Reviews From there, interns will learn how to analyze to understand customer purchasing behavior Under the guidance of the team leader, mterns will learn how to grasp metrics and come up with appropriate content or strategies to meet the right needs of cutomer Design Posts: Interns will be supported to learn more tools to design a complete article, for example: Canva, Adobe Photoshop, Adobe Ilustrator and create a finished product that is then approved by experienced people

Building brand identity: Interns will participate in designing new logos and packaging for products When the designs are approved, they will be posted on the company's Website and Fanpage to increase brand recognition

1.6 Analyzing income of company from 2021 to 2023

Company's income from 2021 to 2023 (unit million VND)

Source: Long Phu Co

MTarget MRevenue M Profit

Looking at the chart, we can see that the total revenue of 2021 is 2,081 billion

VND, quite lower than that of 2022 and 2024 Surely all of us know the main reason

for low revenue 2021 1s the year of the huge covid-19 pandemic in Vietnam In the

period from mid to late 2021, the government and state continuously issued official

dispatches on social distancing This causes businesses, companies, stores, and distribution agents to stop business activities to fight the epidemic It causes customer demand to drop sharply This leads to unsold products causing low revenue In 2022, the business begins to return to normal operations and with staff cuts to downsize, the business's revenue has increased significantly at 23.3% compared to 2021 By 2023, Because business operations become effective due to the right policies in 2022, the business continues to achieve 3,625 billion in revenue and an increase of 13.3% compared to 2022

CHAPTER 2: Analysis and evaluate of Digital Marketing activities of Long Phu company

2.1 SWOT Analysis

Strengths

Established Brand: Long Phu Food has high recognition and a strong belief in quality

in the minds of customers, helping them easily attract attention on digital platforms Quality products: Long Phu Food's products may have been certified for high quality,

which is a factor that attracts customers when searching for information online

Diverse distribution channels: Presence on many digital platforms such as Facebook, Zalo, e-commerce: Shopee, Lazada and the official website of Longphu Food This can help reach customers more widely on multiple digital platforms

Weaknesses

Not focusing on Digital Marketing: Currently, Long Phu is just starting to focus on

digital platforms, competitors in the industry have gone ahead This causes a large

portion of potential customers in the digital field to be lost

Experience in SEO and SEM: If Long Phu Food has not focused on search engine optimization (SEO) or search engine marketing (SEM), this may reduce its online

Create Unique Content: Produce quality content that is relevant to customers’ tastes to

attract customers as well as spread Long Phu's message to customers’ minds to help differentiate from competitors in the same industry

Threats