MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION GRADUATION THESIS INTERNATIONAL BUSINESS IMPROVEMENT FOR VISUAL MARKETING ACTIVITIES FOR COCO WYO COLORING BOOK IN THE USA MARKET AT TEECOM JOINT STOCK COMPANY LECTURER: MBA. LAI THI TUONG VI STUDENT: LE THI LAN ANH SKL012746 Ho Chi Minh City, April, 2024 MINISTRY OF EDUCATION AND TRAINING HCMC UNIVERSITY OF TECHNOLOGY AND EDUCATION Faculty of Economics ⬧⚫⬧ GRADUATE DISSERTATION THESIS: IMPROVEMENT FOR VISUAL MARKETING ACTIVITIES FOR COCO WYO COLORING BOOK IN THE USA MARKET AT TEECOM JOINT STOCK COMPANY Lecturer : MBA. Lai Thi Tuong Vi Author : Le Thi Lan Anh Student’s ID : 20136050 Major : International Business Ho Chi Minh City, April of 2024 i ACKNOWLEDGMENTS First of all, I would like to send my sincere thanks to the leadership of Ho Chi Minh City University of Technical and Education, the lecturers at the Faculty of Economics as well as the teachers of other subjects who have helped and communicated to me a lot of solid foundational knowledge about the field of International Business. In addition, I also listened to the valuable sharing, experiences, and lessons from lectures about real life issues.
Beside the thanks, there is gratitude and respect to the university and lecturers for always creating opportunities and conditions for me to have more contact with reality, helping me hone more essential soft skills through seminars, academic competitions or even entertainment events. Following this, I extend my sincere appreciation to MBA. Lai Thi Tuong Vi - my guiding instructor throughout the completion of my graduation thesis. I am deeply grateful for her dedication and patience, as well as her wholehearted sharing of knowledge and experience.
Her guidance has not only facilitated the timely completion of my thesis but has also enriched my understanding of the subject matter. Thank you for taking the time to review the report, providing feedback, and assisting me in addressing the shortcomings in the writing process to ensure the best possible completion of the thesis. Besides, I also send my deep thanks to Teecom Joint Stock Company for opening the door for me, creating conditions for me to practice and learn, helping me apply the knowledge I have learned in a real environment. During 6 months of internship at the company, I gained practical experience during the work process and learned necessary skills in an office environment.
Thank you to the Visual Content department staff who, despite being busy, still took the time to guide me throughout the internship process. I would also like to sincerely thank the support, encouragement and dedicated guidance of my family and friends who have contributed significantly to my learning process and experiences. Thanks to my family and friends' companionship and support, ii I have more motivation to freely learn and cultivate knowledge to help develop myself into what I am today and beyond. Finally, this report is based on practical experience and the knowledge I learned during my studies and internship to give my own overview.
However, because knowledge and experience are limited and the time to write the thesis is not too long, shortcomings in this report cannot be avoided. Therefore, I hope to receive lecturer’s sympathy and suggestions so that I can complete the report better. Once again I sincerely thank! Ho Chi Minh, November 2023 Student, Le Thi Lan Anh iii LIST OF ABBREVIATIONS CS Customer Service CTA Call to Actions KDP Kindle Direct Publishing KOC Key Opinion Consumer LLC Limited Liability Company PDF Portable Document Format PPC Pay Per Click Q&A Question & Answer SEM Search Engine Marketing SEO Search Engine Optimization SMM Social Media Marketing UGC User-generated content URL Uniform Resource Locator USA United States of America USD United States Dollar iv LIST OF TABLE Table 1.1 Business Operations Outcome of Teecom Joint Stock Company for the Years 2021-2023 .1 Number of followers of Coco Wyo's account on instagram from June to December 2023 .2 Revenue and profit of Coco Wyo coloring book from June to December 2023 .1 Cost of website development deployment .2 10 popular keywords about coloring. 89 v LIST OF FIGURES Figure 1.The company's CEO received "The Voice - Most Influential Seller" award from Amazon Global Selling Vietnam.5 Coco Wyo coloring book .6 Teecom’s organization chart .1 Golden ratio principle .2 Share a Coke Campaign of Coca-Cola .3 Shot on iPhone Campaign of Apple .1 Amazon store of Coco Wyo .2 Etsy store of Coco Wyo .3 Teecom’s Marketing department structure .4 Lauching new coloring book .5 Giveaway 14 coloring pages on Valentine occasion by Coco Wyo .6 Business Meta Suite of Coco Wyo .7 Coco Wyo's video on Instagram .8 Coco Wyo's video on Youtube .9 Coco Wyo's video on Tiktok .10 Coco Wyo's video on Pinterest .11 Customer shared their artworks .12 Interacting with customers in the comments section of posts .13 Images shared from customers using hashtag .14 Coco Wyo’s Instagram account in December 2023 .15 The gender ratio of Coco Wyo's followers on Instagram .16 The age demographic of Coco Wyo's followers on Instagram .17 The country ratio of Coco Wyo's Instagram followers .18 The metrics regarding Coco Wyo's content reach on Instagram.19 Revenue growth chart .20 Profit growth chart.
81 v TABLE OF CONTENTS ACKNOWLEDGMENTS. ii LIST OF ABBREVIATIONS. iv LIST OF TABLE. v LIST OF FIGURES.
iv TABLE OF CONTENTS. 4 CHAPTER 1: GENERAL INTRODUCTION TEECOM JOINT STOCK COMPANY. History of formation and development of Teecom Joint Stock Company. History of establishment and development.
Fields of operation of the company. Business core values. Focus on results. Organizational structure and responsibilities of departments.
Responsibilities of departments. Business Performance Results. Review and evaluation. Future directions of the Company.
Short-term objectives. Long-term objectives. 16 CHAPTER 2: OVERVIEW OF THE THEORETICAL BASIS OF VISUAL MARKETING. Overview of Marketing.
Evolution of Marketing. Historical context and development. Transformation in response to market dynamics and consumer behavior. Role of Marketing in Business.
Types of Marketing. Factors impacting marketing. Definition of Visual Marketing. What is visual marketing?.
The role of images in visual perception. Image recognition process. Impact of images on the human mind. Forms of visual marketing.
Strategies of Visual Marketing. Identifying the target audience. Defining the brand identity. Compelling visual storytelling.
Interactive and engaging content. Call to action. Principles of building Visual Marketing. Applying mathematical principles.
Mastering the principles of color and typography. Tell the audience where to look and lead to action. Set up the design to create a clear message. The importance of visual content marketing.
Visual marketing enhances brand recognition. Visual marketing evokes emotions and connects with customers. Analysis of Notable Case Studies. Successful examples of visual marketing in well-known companies.
Lessons learned in visual marketing. The Future of Visual Marketing. 43 CHAPTER 3: CURRENT STATUS OF VISUAL MARKETING ACTIVITIES FOR COCO WYO COLORING BOOK IN THE USA MARKET AT TEECOM JOINT STOCK COMPANY. Introduce Coco Wyo coloring book brand of the company.
Overview of the company's Marketing Department. Marketing Department structure. Functions and responsibilities. Factors impacting visual marketing.
Current forms of visual marketing. Current visual marketing strategy of the company. Goals and scope of the strategy. Goals of the strategy.
Scope of the strategy. Visual marketing strategy. Research the target audience. Create high-quality, engaging content.
Consistently plan and post content. Interact with the community. Use hashtags and incorporate trends. Evaluation and optimization.
Scenario: ‘24 Days to Christmas’ coloring book in December 2023. Overall assessment of visual marketing activities. 82 ix CHAPTER 4: ORIENTATION AND PROPOSING IMPROVEMENTS FOR VISUAL MARKETING ACTIVITIES FOR COCO WYO COLORING BOOK IN THE USA MARKET AT TEECOM JOINT STOCK COMPANY. Orientation for visual marketing activities for Coco Wyo coloring book in the USA market at Teecom Joint Stock Company in the period 2024-2026.
Develop other social platforms. Improve Youtube and Tiktok. Use CTA to support visual marketing strategy. Reasons for choosing the topic The global economy has been constantly growing as countries increasingly open to trade.
When it comes to economic problems, it is about profit problems. To achieve higher profits, businesses must have as many products and services sold as possible. And to be able to achieve that goal, marketing is indispensable. Since the economy started from small exchanges to multinational corporations, the marketing industry has existed in parallel.
Because through marketing, businesses create brand awareness, convey the values that brings to customers, and meet their needs by providing products or services, from that creates revenue and profits, contributing to economic development. However, in today's competitive business environment, it is more important than ever to stand out from the crowd and get noticed. Media marketing methods are no longer as effective as they once were, especially print advertising. Everyone is bombarded with so many ads every day that most ignore them.
Especially in the current context of the 21st century, a century of online and social networks, marketing also has important changes, primarily due to advancements in technology, evolving environmental dynamics, and changes in consumer behavior. Visual Marketing has become an indispensable element in the marketing strategies of organizations and businesses. It holds a central position in attracting and keeping customer attention, creating a strong impression and communicating messages effectively, as well as influencing the success of businesses and organizations. The field of Visual Marketing is growing rapidly, with the explosion of social media platforms, online videos, and influencing technologies such as artificial intelligence and virtual reality.
This creates many new opportunities and challenges that need to be researched and understood. 1 So as a student majoring in International Business in the new era, with a spirit of eagerness to learn, always updating new information, and after completing 6 months of internship in marketing, the author realized that The role and importance of visual marketing. Therefore, the author chose the topic for her thesis as "IMPROVEMENT FOR VISUAL MARKETING ACTIVITIES FOR COCO WYO COLORING BOOK IN THE USA MARKET AT TEECOM JOINT STOCK COMPANY". This topic represents the knowledge and experience that the author has synthesized after a period of internship, building upon foundational knowledge.
It serves as a stepping stone for the author to delve deeper into the field of visual marketing, specifically, and furthermore, to gain a better understanding of the marketing industry as a whole. Objectives of the study Systematize the theoretical basis of visual marketing and the importance of visual marketing for businesses. Analyze and evaluate the actual situation of visual marketing activities for the Coco Wyo coloring book brand in the USA market at Teecom Joint Stock Company. Propose some solutions and recommendations to improve the effectiveness of visual marketing activities at Teecom company in the future.
Object of study and scope of research Object of study: “Visual Marketing activities for Coco Wyo coloring book in the USA market at Teecom Joint Stock Company” Scope of research: Research space: Visual Marketing group at Teecom Joint Stock Company Time of research: Research Visual Marketing activities for Coco Wyo coloring book at Teecom Joint Stock Company in the period of June 2023 - December 2023. Research methods 2 The author used the following methods to best complete her report: Document research method: Learn and synthesize knowledge from available documents, textbooks and selected knowledge on the internet to understand the context and relevant knowledge base before making a report. Experimental observation method: Apply experimental observation to connect with theory, thereby understanding the company's visual marketing activities and strategies. General analysis method: Analyze all data and current status, then compare between periods and with the general level to evaluate advantages and disadvantages.
On that basis, synthesize assessments to find a reasonable solution.