The relationship between data analysis and brand awareness measurement

HỒ CHÍ MINH INTERNSHIP REPORT BUSINESS ENGLISH THE RELATIONSHIP BETWEEN DATA ANALYSIS AND BRAND AWARENESS... HỒ CHÍ MINH INTERNSHIP REPORT BUSINESS ENGLISH THE RELATIONSHIP BETWEEN

HO CHI MINH CITY OPEN UNIVERSTTY

FALCUTY OF ADVANCED STUDY

AE?

TRƯỜNG ĐẠI HỌC MỞ TP HỒ CHÍ MINH

INTERNSHIP REPORT BUSINESS ENGLISH

THE RELATIONSHIP BETWEEN DATA

ANALYSIS AND BRAND AWARENESS

HO CHI MINH CITY OPEN UNIVERSTTY

FALCUTY OF ADVANCED STUDY

AE?

TRƯỜNG ĐẠI HỌC MỞ TP HỒ CHÍ MINH

INTERNSHIP REPORT BUSINESS ENGLISH

THE RELATIONSHIP BETWEEN DATA

ANALYSIS AND BRAND AWARENESS

MEASUREMENT

STUDENT: DINH DUC NAM CODE: 2057010447

MAJOR: Business English

Ho Chi Minh, 2023

Acknowledgement

I would like to express my sincere gratitude and appreciation to all those who have contributed to the successful completion of my internship report This report would not have been possible without the assistance and guidance of various individuals and the organization where I intern

Firstly, I am profoundly grateful to Mr Bui Do Cong Thanh, my supervisor at Open University, for his invaluable mentorship and unwavering support during my internship His guidance and feedback have been instrumental in shaping the direction and content of this report I sincerely appreciate his patience, availability, and willingness to share his knowledge and experiences

Secondly, I would also like to extend my appreciation to Mr Hoang Vi Huu, who is also the Chairman of the Board of Directors at the company, and Ms Nguyen Diem Trinh, who is my mentor at SPN INVEST Their cooperation, support, and willingness to share their expertise have provided me with a rich learning experience during my internship I

am grateful for the opportunities I had to work with them, observe their work processes, and learn from their skills and expertise

In conclusion, I am deeply grateful to all the individuals and organizations mentioned above for their contributions to my internship experience and the completion of this report Their support, guidance, and assistance have been invaluable, and I am truly appreciative of their efforts

HO CHI MINH CITY OPEN UNIVERSITY Socialist Republic of Vietnam SCHOOL OF ADVANCED STUDY Independence - Freedom - Happiness

INTERNSHIP CONFIRMATION LETTER

Enterprise’s name: SPN Investment and Development Consultant Joint

Stock Company

Student's full name: Định Đức Nam Student ID: 2057010447

Email: 2057010447nam @ou.edu.vn Student's phone number: 0774 736 706 Major: Business English Class: TA2Z0DB06

Internship Department: Marketing Internship position: Digital Marketing

Instructor: Ms Nguyén Diém Trinh Mentor's phone number: 0908 028 362 Completed the internship at SPN Investment and Development Consultant Joint Stock Company from 30/10/2023 to 23/12/2023

Enterprise's comments: have good knowledge, hard work, creative, kind

Certified by enterprise (Conform that the information above is correct)

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PHAT TRIEN Ay 1) ^2 Crys `

spud n “Vem pis

HO CHI MINH CITY OPEN UNIVERSITY

SCHOOL OF ADVANCED STUDY

INSTRUCTOR’S COMMENTS

Student's full name: Dinh Dic Nam Student ID: 2057010447

Email: 2057010447nam @ou.edu.vn Student's phone number: 0774 736 706 Major: Business English Class: TA20DB06

Instructor: Bui Do Cong Thanh, M.Ed Instructor's phone number: 0918 357 614 Internship enterprise: SPN Investment and Development Consultant Joint Stock Company

Internship Department: Marketing Internship position: Digital Marketing Title of internship report: “The relationship between data analysis and brand awareness measurement”

Ho Chi Minh City, eee eee Instructor’s signature

(Sign with full name)

HO CHI MINH CITY OPEN UNIVERSITY SCHOOL OF ADVANCED STUDY

INTERNSHIP DIARY

(Internship enterprise’ part)

Student’s full name: Đỉnh Đức Nam Student ID: 2057010447

Email: 2057010447nam @ou.edu.vn Student’s phone number: 0774 736 706 Major: Business English Class: TA20DB06

Mentor: Bui Do Cong Thanh, M.Ed Mentor’s phone number: 0918 357 614 Internship enterprise: SPN Investment and Development Consultant Joint Stock Company

Enterprise Address: 6 Phung Khac Khoan, Dakao Ward, District 1, Ho Chi Minh City,

Vietnam

Enterprise phone number: 028 381 81287

Name of the instructor at the internship enterprise: Ms Nguyén Diém Trinh

Instructor’s phone number: 0908 028 362

Title of internship report: “The relationship between data analysis and brand awareness measurement’

In order to achieve good graduation internship results for the students, School of Advanced Study would like to ask the enterprise to comment on the student's learning style and attitude after each intern week

of the Board of Directors of the company)

6/11 — 11/11

(2023)

- Go to Do Phu cafe, collect data

for new content

- Write content and create videos for TravelBuddy's social networking sites

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

13/11 — 18/11

videos for TravelBuddy's social networking sites

- Go to Hien Khanh tea shop to collect data

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

—™N \

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

(2023)

- Together with the website

design team, discuss and edit

TravelBuddy's website

- Prepare for SEO articles

- Go to a coffee shop to collect data

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

11/12 — 16/12

design team, discuss and edit

TravelBuddy's website

- Prepare for SEO articles

- Write content and create videos for TravelBuddy's social networking sites

- Participate in classes to update

- Together with the website

design team, discuss and

consolidate how the website

operates

- Prepare for SEO articles

- Write content and create sae videos for TravelBuddy's social

networking sites

- Participate in classes to update and consolidate knowledge from MSc Hoang Vi Huu (Chairman

of the Board of Directors of the company)

9500180001000 2

Supervisor (Sign with full name)

HO CHI MINH CITY OPEN UNIVERSITY SCHOOL OF ADVANCED STUDY

INTERNSHIP DIARY

(Mentor's Part) Student's name: Dinh Dirc Nam Student ID: 2057010447

Email: 2057010447nam @ou.edu.vn Student's phone number: 0774 736 706 Major: Business English Class: TA2Z0DB06

Mentor: Bui Do Cong Thanh, M.Ed Mentor's phone number: 0918 357 614 Internship enterprise: SPN Investment and Development Consultant Joint Stock Company

Enterprise's address: 6 Phung Khac Khoan, Dakao Ward, District 1, Ho Chi Minh City,

Vietnam

Enterprise's phone number: 028 381 81287

Title of internship report: “The relationship between data analysis and brand awareness

measurement”

oO In order to achieve good graduation internship results for the students, School

of Advanced Study would like to ask the lecturers to comment on the student's learning style and attitude after each instruction session At the end of the internship, the mentor please give the final conclusion and a signature confirmation for the student’s internship

Oo Students must submit a copy of the Internship Diary to the Office (Lecturers Assistant) on the first working day of each month during the internship period and submit the original at the end of the internship

19-10-2023

- Instructors send announcements and links to join the Zalo group

to students via email Through the created Zalo group, the lecturer updated information, guided reporting topics, provided reminders, and answered all students’ questions

25-10-2023

- After gathering all 20 members, the instructor held an online meeting via Zoom to discuss issues related to the internship and internship report topic At the same time, he ensured that students had found an internship company as well as that they had determined their internship topic

- Discussed with the lecturer about internship confirmation,

internship carpentry, related documents and necessary documents for completing and submitting the internship report

- Besides, the lecturer guided writing chapter | of the internship

report

01-11-2023 - The lecturer sent comments on chapter | to students, and at the

same time guided chapter 2

- The instructor sent comments on chapter 3

- The instructors guided, reminded, and urged the internship report writing process

11-12-2023 - The instructor continued to comment on chapter 3, and at the

same time guided the writing of chapters 4 and 5

documents

27-12-2033 |" The lecturer recorded general comments for the student's

internship report, signed and completed

Mentor's final conclusion:

LH Agree for the submission of student's internship report

L1 Deny for being student's mentor

Ho Chi Minh City, << <<

Mentor's signature (Sign with full name)

LIST OF ABBRIVIATIONS AND ACRONYMS

LIS : Library and Information Science PAR : Purchase action ratio

BAR : Brand advocacy ratio TOM : Top-of-mind

LIST OF FIGURES

Figure 2.1: The logo of SPN INVEST) cece eeeeeccseeneeeneecensueesneaeecneaeeeeesneeens 5 FEigure 2.2: SPN INVEST”s organization hierarChyy -s- +5 < + xxx vn sex 7 Figure 2.3: Revenue and Profit Comparison Chart of SPN from 2020 to 2022 17

LIST OF TABLES

Table 2.2: Revenue gained from SPN services In 222 - - -c ccs sen re 12 Table 2.3: Business results table 1n 2Ó LÍ7 - << + + + cv vn vn ng kg 15 Table 2.4: Comparison of Operations of SPN from 2020 to 2022 (Unit: VND) 17 Table 3.1: An example to illustrate how nominal scale works 20

Table 3.2: An example to illustrate how ordinal scale workks - c2 21 Table 3.3: An example to illustrate how interval scale works - .- «<2 22

TABLE OF CONTENT

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3.1 Dafa anaÌySIS LH HH TH HH HT HT HH ng 19 3.1.1 The procedure of data anaÌySIS - .- - sen v 19

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3.1.4 Types of scale used in data anaÌYyS1S - - - SH ng 20 Em na 23

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3.2.2 Top of mind, Recognition without recall, Recognition with recall 25

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Chapter 4: Discussion and CORCÏUSIOH 5 - c 32 3E 3E 5E 105 930 3H nh ky 27 “AÐP on 27

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Giải ồ.ồ ồ 31

CHAPTER 1: INTRODUCTION

This chapter introduces preliminary information around the topic of the report In chapter one, the rationale and evidence supporting the existence of the problem in the topic are included Then, it outlines the report’s objectives and methodology as steps in order to illustrates how the report is completed and what knowledge and data is embraced Besides, this chapter also indicates the limitations and structure of the report

1.1 RATIONALE

It is indisputable that understanding customers is essential for business to achieve competitive advantage in this rivalrous market According to Kotler et al (2010) in the book Marketing 3.0, customers are no longer passive in their purchases as they were in the periods of Marketing 1.0 and Marketing 2.0 In Marketing 1.0, the core technology is industrial machinery and the ultimate objective is merely to sell the factories’ output of product, while Marketing 2.0’s core is information technology and its objective is satisfying and retain the consumers They are, however, still viewed as passive targets When it turns to Marketing 3.0 or the values-driven era, Kotler et al (2010) describes that thanks to the development of new wave technology, specifically, the emergence of

Internet, mobile phones, computers, televisions, customers are now connected and

sincerely share their opinions regarding businesses’ goods and services Moreover, consumers are no longer only looking for products that just please their needs Now, a product or a service that can be a solution for their anxieties about making the world become a better place is considered to be more preferred Finally, Industry 4.0 has begun

with the uses of internet technologies in production (Lasi et al., 2014, p 241) As a result,

it has evolved, changed, and created the way the market works

The Marketing Funnel, as described by Kotler, Kartajaya, and Setiawan (2017), is a

model that represents the customer journey from a wide pool of potential customers to those who make a purchase In the context of brand awareness, the Marketing Funnel depicts the customer's ability to recognize or recall a brand At the top of the funnel, there

is broad awareness where consumers have some familiarity with the brand As customers progress down the funnel, they become more aware and knowledgeable, increasing the likelihood of consideration and purchase

Understanding brand awareness within the Marketing Funnel helps marketers develop strategies to guide customers through each stage, from initial recognition to deep recall

Targeted marketing efforts are employed to build and reinforce brand awareness, ensuring the brand remains easily remembered and considered during the purchasing process Therefore, I decided to take this report as a chance to explore further the connection between data analysis and customer insight for SPN INVEST, where I am currently working as an intern

1.2 OBJECTIVE OF THIS REPORT

The ultimate objective of this report is to illustrate on which terms data analysis can affect brand awareness measurement and the level of influence of which on brand awareness Based on the findings and discussions, the report will suggest if enterprises should conduct data analysis progress for their brand awareness raising campaign

Three research questions are formed to make a clear process of achieving the report objective

RQ1: What are the components included in data analysis?

RQ2: What are the components included in brand awareness index calculating?

RQ3: How do the components in data analysis connect which of brand awareness measurement?

1.4 SCOPE AND LIMITATIONS

In terms of the scope of this report, it mainly focuses on Market research and Marketing Department of SPN Marketing Agency, specifically in the process of measuring brand awareness through data analysis

In terms of the latter, because this report is only to be completed within merely 2 months, the data might not be enough to cover all data analysis and customer insight to give out the most detailed report Besides, this report is written in the beginning of 2 new projects

of the company where I intern, therefore, a volume of work is great, namely creating online contents, regularly testing the beta version of the website, visiting featured destinations in Ho Chi Minh City to collect data about those places Consequently, time for finishing the report is limited Moreover, this report is a LIS report which systematically reviews knowledge from other sources such as books, journals, etc As a result, no case study and no primary data is included to support the report data

This report is written from the beginning of internship period, which starts from 01/10/2023 and is being modified till 24/12/2023 Eventually, it will be submitted on 26/12/2023

1.5 REPORT STRUCTURE

Besides acknowledgement, comments of the supervisor, lists of figures, table of content,

etc., this report structure contains the 4 main sections Firstly, chapter 1 contains general information about the report and an explanation for the rationale of the topic being chosen Secondly, the fundamental information of the company is indicated in chapter 2 Thirdly, chapter 3 is chiefly composed of a literature review of two main factors of the report which are data analysis and brand awareness raising campaign Lastly, chapter 4 delivers recommendations for the company

CHAPTER 2: OVERVIEW OF THE COMPANY

SPN Marketing Agency has been operating and providing services specialized in PR and marketing field for 18 years In that time, the company has worked and cooperated with numerous small to large-scale customers SPN Marketing Agency has always received positive feedback which indicates their satisfaction with the service provided Having the young forces with eager to learn and a novel mindset accompanied by an experienced president, SPN Marketing Agency has developed in order to provide customers with the best services

2.1 BRIEF INFORMATION ABOUT THE COMPANY

Company full name: SPN Investment and Development Consultant Joint Stock Co Short name: SPN INVEST

Address: 6 Phung Khac Khoan, Dakao Ward, District 1, Ho Chi Minh City, Vietnam

Tax code: 0314411353

Phone number: 028 381 812 87

Website: http://spn.com.vn

Email: info@spn.com.vn

Company formation and development

SPN Investment and Development Consultant Joint Stock Company (SPN INVEST) is a company who provides marketing research and online PR services

The company was founded in 2005 with the name Sao Phuong Nam Company Limited Its main activities were included in the field of marketing research, consulting on business strategies, and marketing strategies, which were undertaken by the experts with considerable experience who had worked for many corporations In 2017, from limited to joint stock did SPN transform its type The novel name was SPN Investment and Development Consultant Joint Stock Co with the addition of a new department which was providing online marketing service This was because the Member council and other

specialists of the company all recognized the potential of the rapid and remarkable development of the Internet Til now, the company has cooperated with a large number of big customers in marketing research and brand positioning

The company has been building for its human resources staff with a wide range of knowledge and passion in Marketing and an eagerness to learn and progress in work The logo of the company:

Figure 2.1: The logo of SPN INVEST

—_ ane

Lead to your success

The meaning of the logo:

SPN stands for “Sao Phuong Nam”, which is the name of the company

The shooting star is formed by 5 arrows standing for 5 strategic business units (SBU) Noticeably, the red arrow represents the main department that the SPN specializes in Besides, it goes up, which indicates the desire for the incredible development of the company in the future

Down below is the slogan of the company: “Lead your success”, which implies that the

staff will be active in work and successful in their own careers Furthermore, it also tells

the motto of operation of SPN, that is, the company will support, orient and plan business strategies to help businesses develop and succeed with the knowledge of experienced

experts

2.3 MISSION, VISION,AND COREVALUE

2.3.1 Vision

With the vision of becoming one of Vietnam's leading market development consulting companies for Vietnamese SME businesses through market data and technology 2.3.2 Mission

SPN commits to bringing the best products/services to customers and to providing authentic and correct data gained from research and analysis of the company Meeting the requirements regarding the service package and contract that the relevant parties have signed is also committed The business activities of the company are always in strict compliance with the provisions of law The future development of the scale of SPN is ensured due to a large amount of experience in conducting market research and strategic consulting services

2.3.3 Core value

All of SPN activities from its services to the management systems including human management and data management, etc are dependent upon data analysis In short, SPN concentrates on data-driven system

2.4 ORGANIZATIONAL STRUCTURE

Figure 2.2: SPN INVEST’s organization hierarchy

The Member Council

I Finance and Administrative arket research Website Co ding Marketing

Accounting Divisi Division wee and Design ee Division wee

Professional Website Design Content Consult Team Team Creating Team

Network Collaborators Administration Design Team

2.4.1 Functions of departments

Council members

Is the highest authority in the company, has the highest authority and decides on all business activities of the company

Director — Deputy Director

As the person running the company's business, subject to supervision and responsible before the Board of Members and before the law for assigned rights and obligations Manage and operate departments