MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION DISSERTATION MAJOR INDUSTRIAL MANAGEMENT IMPLEMENT MARKETING COMMUNICATION AT MULTI-SERVICE APPLICATION COMPANY NAYA ADVISOR: NGUYEN THI LAN ANH STUDENT : NGUYEN THANH BAO STUDENT ID: 16124209 STUDENT : DUONG GIA KHANH LINH STUDENT ID: 16124035 SKL 0 0 6 7 5 7 HO CHI MINH CITY, 28TH NOVEMBER, 2019 MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY GRADUATION DISSERTATION TOPIC: IMPLEMENT MARKETING COMMUNICATION AT MULTI-SERVICE APPLICATION COMPANY NAYA Student 1 : Nguyen Thanh Bao Student 2 : Duong Gia Khanh Linh Student 1 ID : 16124209 Student 2 ID : 16124035 Class : 2016 Major : Industrial Management Advisor : Nguyen Thi Lan Anh, M.A Ho Chi Minh City, 28th November, 2019 EVALUATION FROM DISSERTATION ADVISOR ------------------------------------------------------------------------------------------------------- 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------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- Ho Chi Minh City, … December, 2019 Dissertation Advisor i EVALUATION FROM DEFENSE COMMITTEE ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- 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------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- ------------------------------------------------------------------------------------------------------- Ho Chi Minh City, … December, 2019 Defense committee ii ACKNOWLEDGEMENT First and foremost, we would like to express our acknowledgement and sincere gratitude to the lectures of Ho Chi Minh City University of Technology and Education, especially the lecturers from the Faculty of High Quality for instructing and teaching valuable insights during our academic years, the knowledge will be beneficial and helpful for our career in the future. Furthermore, we want to express our sincere appreciation to Ms. Nguyen Thi Lan Anh - our advisor. She has devoted herself to advise us during the writing of this paper and thus helped us create a proper thesis.
Our thanks also go to the Director Board of Naya JSC who has provided us the opportunity to acquire real work experience, and the people from the company who have given us wholeheartedly guidance and support in both aspects of knowledge and skill. With your help, we were able to experience a welcoming and friendly work environment. Due to our lack of experience during the internship and our limited reasoning skill, shortcomings in this thesis are unavoidable. We hope to receive comments from you to improve our knowledge in this field of study.
Lastly, we would like to send the best wishes dear lecturers, the Director Board and everyone from Naya JSC. We wish for you all be successful in life. With utmost respect and gratitude. Ho Chi Minh City, … December, 2019 Student 1 Student 2 iii LIST OF ABBREVIATIONS ACRONYM EXPLANATION Ads Advertisement CEO Chief Executive Director GDN Google Display Network GIF Graphic Interchange Format HCMC Ho Chi Minh city HCMUTE Ho Chi Minh University of Technology and Education IT Information Technology KOL Key Opinion Leaders LCD Liquid Crystal Display SEO Search Engine Optimization iv LIST OF TABLES Table 1.1 Services provide by Naya app.
2 SWOT analysis of Naya company. 1 Components of Marketing communication tools. 1 Competitor of Naya application. 2 Characteristics of target partner and customer of Naya app.
3 Detailed timeline of NAYA workshop. 4 Advertisement cost of posts on CafeF and ICT News. 5 Result of articles post on ICTNews and CafeF. 6 The price of Naya posting on news program.
7 Statistical data on service demand from interviewees. 1 Problems in the workshop and possible explanation, solution. 2 SWOT Matrix and Strategies for Naya Company. 3 Estimated budget for placing 4 booths in 4 places in a month.
4 Quotation of KOLs corresponds to the post and PR field. 5 Recommend Micro-influencer from different fields. 6 Provisions on referrals and referrals in the promotion. 7 Quotation of post PR online by agency.
8 Total budget plan base on suggest Marketing communication activities. 84 v LIST OF FIGURES Figure 1.1 Naya company logo.2 Organizational structure of Naya company.3 How to search information on Naya app.4 How to get a quote on Naya app.5 How to upload pictures for references on Naya app.6 How to select location on Naya app.7 A protocol message with partner on Naya app.8 Expected Customer Journey while develop Naya App.9 Expected Sales of Naya company 2019 – 2022.10 Marketing organizational chart at Naya company.1 The communications within marketing mix .2 Conceptual model of Integrated Marketing Communications .3 The Purchase Funnel .4 Steps in developing effective communication .5 Example of feedback measurement results .1 The essential data of mobile, internet, and social media use in Vietnam updated in January 2019 .2 Application trend in Vietnam in 2019 .3 Market Segmentation by demand. Jun Choi Mun – Founder of Naya app, presenting Mission and Vision of the company.5 Naya staffs taking pictures with participants in the workshop .6 Article about Naya app on ICTNews .7 Article about Naya app on CafeF news .8 Traffic information of CafeF.9 The average page-view per month of different categories .10 Image taken from the news about Naya application on HTV9.11 Coupon promotion on the cover of Naya Facebook page .12 Making posts on Facebook using partner pictures .13 Partner stories on Naya Facebook.14 Interview campaign in HCMC central .15 Statistical data on service demand from interviewees in percentage.1 A protocol booth to place at public places .2 A protocol standee and gifts for games and downloads .3 Picture to promote about the contest .4 A protocol of LCD – Frame advertisement .5 A protocol of placing Naya logo in partner’s hair salon .6 Target by topic and related keywords on YouTube .7 Target by Placements on YouTube .8 An example of In-stream Ads on YouTube by Ponds .9 GDN advertising space on a website .10 Display space of GDN on different theme .11 Promotion design for General campaign for Google Display Network. 82 vii TABLE OF CONTENTS EVALUATION FROM DISSERTATION ADVISOR.
i EVALUATION FROM DEFENSE COMMITTEE. iii LIST OF ABBREVIATIONS. iv LIST OF TABLES. v LIST OF FIGURES.
vi TABLE OF CONTENTS. REASON FOR THIS RESEARCH. SUBJECT AND SCOPE OF THE RESEARCH. 3 CHAPTER 1: INTRODUCTION OF NAYA COMPANY AND MARKETING DEPARTMENT .1 Overview of Naya company .2 History and development .3 Vision and mission.
Scope of activities .6 Naya mobile device application.2 Marketing department of the company .2 Marketing organizational chart .3 Function and mission .3 Naya company situation analysis. 15 CHAPTER 2: THEORETICAL FRAMEWORK OF MARKETING COMMUNICATION .1 Marketing communication and its role .2 Integrated Marketing Communications .3 Marketing communication tools .1 Non-personal communication tools. Personal communication tools. Develop a marketing communication plan .1 Identify the target audience .2 Determine the communication objectives .3 Design the message.4 Select the communication channels .5 Establish the total communication budget .6 Decide the communication mix .7 Measure the communication results .8 Manage the integrated marketing communication process.
34 CHAPTER 3: DEPLOY MARKETING COMMUNICATION PLAN IN NAYA COMPANY .2 Application trends in Vietnam .3 Market Segmentation by demand .4 Competitors of Naya company. Marketing communication plan .1 Identify target partners and customers .2 Determine the communication objectives .3 Design the message.4 Select the communication channels .5 Establish the total communication budget .6 Decide the Communication mix and measure the results.1 Events and experiences. Public relations and publicity. 58 CHAPTER 4: EVALUATION AND RECOMMENDATION.3 News program on television .2 Recommendation for future Marketing communication activities: .1 SWOT analysis and strategies .1 Place booths at public places .2 Co-operate with famous stars .3 Work with KOLs on social media platforms .5 Touching story contest .6 Frame and LCD advertisement .7 Involve partners in Naya Marketing communication activities .8 Use YouTube Advertising .9 Use Google Display Network advertisement .3 Total budget plan.
88 Appendix 1: Analyze the micro-economic of Vietnam by Porter’s Five Force Analysis. 88 Appendix 2: Analyze the macro-economic of Vietnam by PESTEL analysis. 90 Appendix 3: Quotation post on newspapers. 93 Appendix 4: The total cost of Naya workshop.
96 Appendix 5: Quotation of communication tools by agency. REASON FOR THIS RESEARCH Nowadays, with existence of numerous mobile device applications, users’ habit is changing, thus, making the sharing economy becomes more appealing to many nations, including Vietnam. Sharing economy contains within itself potential benefits such as collecting a variety of information about the market and partners, lowering cost of marketing and transaction, generating great revenue, establishing and maintaining the relation the firm has with its partners and with its costumers However, the fact is most of mobile device applications which are available in Ho Chi Minh City only provide food delivery and transportation services. Foreseeing the potential of other services related to daily life, Naya develops the first multi-service application in Vietnam- an app that provides all services that are necessary for daily life, for instance, beauty-caring, tutoring, repairing, etc.
For a start-up, marketing is considered the crucial factor that decides whether a business will be successful or not. Not only does companies need to establish brand awareness and customer trust but also to have a marketing team who is formidable in both number and talent, capable in both mentally and physically to be able to compete better on the market. Naya JSC always cares about the quality of its Marketing team and the efficiency which campaigns bring. Marketing moves that increase brand awareness along with online activities have been carrying out since the developing phase up until the launching of the app.
After working as interns and researching about how marketing is carried out at the company, the research team decided to choose “IMPLEMENT MARKETING COMMUNICATION AT MULTI-SERVICE APPLICATION COMPANY NAYA” as the topic for our thesis. RESEARCH OBJECTIVES - To do research about theoretical framework of communication marketing. - To analyze and assess the current state of communication marketing at the multi-service application company Naya. - To suggest solutions for boosting communication marketing activities and developing strategies to improve brand awareness in course of 2019-2020.
SUBJECT AND SCOPE OF THE RESEARCH - Subject of the research: matters related to communication marketing activities at Naya. - Scope of the research: communication marketing activities at Naya, in Ho Chi Minh City, in the course of 2019-2020. RESEARCH METHODS Data collection methods: Primary data - Interview: the research team meets and conducts interview on officials and employees of the Marketing Department, Director Board, customers and partners of the company in order to collect data fast and efficiently - Observation: the researchers observe the process of organizing direct and indirect marketing activities of Marketing Department’s employees and offer a general outlook on the process of carrying out marketing at the company. Secondary data - The research team utilized secondary data obtained from Marketing-related books and the Internet, including the company’s website, the work experience in the company and the knowledge about its operations, reports related to the company’s operations in 2019 and tentative plans of the company in 2020.
Statistical and data analysis methods: - Comparison: Based on the knowledge acquired in university and the internship at Naya company, the research team draws a comparison to figure out the differences, thus, suggest suggestions for improving the marketing activities at the company. 2 - Content analysis: This is one of the most common methods to analyze qualitative data. It is used to analyze documented information in the form of texts, media, or even physical items. Content analysis is usually used to analyze responses from interviewees.
- Narrative analysis: This method is used to analyze content from various sources, such as interviews of respondents, observations from the field, or surveys. It focuses on using the stories and experiences shared by people to answer the research questions. - Descriptive and Inferential analysis: We try to describe the relationship between variables in surveys. Descriptive statistics summarize and find patterns of data in the form of mean, mode, percentage.