FPT POLYTECHNIC CAN THO COLLEGE
p p p p
ASSIGNMENT p
DIGITAL MARKETING STRATEGY PLANNING
p p p p
DIGITAL MARKETING STRATEGY PLANNING
p p p p
SUITABLE FOR SUBA CAN THO CORNMILK
p p p p p
p Teaching staff:
p Students perform:p p
Can Tho, March 2023
p p p
, TABLE OF CONTENTS
p p
pppp Page
.................................................................................................................................................. 5pLISTpFIGURE
..................................................................................................................................................................... 54
....................................................................................................................................................................... 5
5 ....................................................................................................................................................8ACRONYM
................................................................................................................................................................8pLIST
CHAPTERp1pANALYSISpOF .............................................................................. 1pTHEpBUSINESSpANDpMARKET
.................................................................................................................................................. 1CONTEXTp1
................................................................................................................................................................... 1
1.1pBUSINESSpINFORMATION ..................................................................................................................... 11
....................................................................................................................................................................... 1
1.2pMARKETINGpACTIVITIESpANDpMARKETINGpPROBLEMSpTHATpBUSINESSESpARE ...................5FACINGp5
....................................................................................................................................................................... 5
1.2.1pAnalysispofpproductpsalientpfeatures .............................................................................................. 55
.................................................................................................................................................................. 5
1.2.2pPrice ............................................................................................................................................... 66
.................................................................................................................................................................. 6
1.2.3pChannel .......................................................................................................................................... 77
.................................................................................................................................................................. 7
1.2.4pCurrentpProductpCommunicationpMethods ................................................................................... 99
.................................................................................................................................................................. 9
1.3pCUSTOMERpRESEARCH .......................................................................................................................... 99
....................................................................................................................................................................... 9
1.4pCOMPETITORpANALYSIS .................................................................................................................... 1211
..................................................................................................................................................................... 12
CHAPTERp2:pMARKETINGpPLANNINGpNO .............................................................................................22.p22
..................................................................................................................................................................22
2.1pESTABLISHpApPURPOSE,pMAIN......................................................................................22OBJECTIVESp22
..................................................................................................................................................................... 22
2.2pDEVELOPMENTpANDpIMPLEMENTATIONpOFpACTION ............................................................ 23PLANp22
..................................................................................................................................................................... 23
2.4 ................................................................................................................. 26pBUDGETINGpFORpCAMPAIGN
................................................................................................................................................................. 2625
..................................................................................................................................................................... 26
CHAPTERp3 ............................................................................................................................................ 2727
..................................................................................................................................................................27
USERpEXPERIENCE,pDIGITALpTRANSFORMATIONpANDpMARKETING ................................. 27TECHNIQUESp27
..................................................................................................................................................................27
3.1pUSERpEXPERIENCEpANDpDIGITALpTRANSFORMATION ..................................................................... 2727
..................................................................................................................................................................... 27
i
, ..................................................................................................... 30DigitalpTransformationpProcess:
.................................................................................................................................................... 3030
........................................................................................................................................................ 30
3.2pCUSTOMERpRETENTION .................................................................................................................... 3030
..................................................................................................................................................................... 30
3.3pPERSONALIZATION............................................................................................................................ 3231
..................................................................................................................................................................... 32
CHAPTERp4 ............................................................................................................................................ 3333
..................................................................................................................................................................33
CUSTOMERpSERVICEpANALYTICSpAND ............................................................................... 33REPORTINGp33
..................................................................................................................................................................33
4.1pCUSTOMERpSERVICE ......................................................................................................................... 3333
..................................................................................................................................................................... 33
....................................................................................................................................... 33Evaluating
..................... 33pCustomerpServiceppThroughpSocialpMediapandpHowptopMeasurepCustomerpService
.................................................................................................................................................... 3333
........................................................................................................................................................ 33
4.2pANALYSISpAND ..............................................................................................................34REPORTINGp34
..................................................................................................................................................................... 34
4.2.1 ....................................................................................................................... 34pWebpAnalysispTools
............................................................................................................................................................ 3434
................................................................................................................................................................ 34
4.2.2pSocialpMediapAnalytics ..................................................................................................... 35Toolsp35
................................................................................................................................................................ 35
Klout:pThisptoolphelpspmanagepandpanalyzepsocialpnetworkspverypwell,pespeciallypforpthepTwitterpplatfor
m.pTheypprovidepapscoringpratingpsystempandpfairlypaccuratelypmeasurephowppeopleparepthinkingpabout
pyourpbrand.pBesides,ptheptoolphelpspmarketerspknowptheirppositionpandpcompetitorsponpsocialpnetwork
s.p ......................................................................................................................................................... 3635
................................................................................................................................................................ 36
4.2.3pSEOpAnalysispTools ..................................................................................................................... 3636
................................................................................................................................................................ 36
4.2.4pUserpExperiencepTools................................................................................................................ 3736
................................................................................................................................................................ 37
4.2.5pTagpManagementpTools ............................................................................................................. 3737
................................................................................................................................................................ 37
ASSESSMENTpOFpPARTICIPATIONpINpTHE...................................................................................... 39TESTp38
..................................................................................................................................................................39
REFERENCES .......................................................................................................................................... 4039
..................................................................................................................................................................40
APPENDIX .............................................................................................................................................. 4241
..................................................................................................................................................................42
i
, i
p p p p
ASSIGNMENT p
DIGITAL MARKETING STRATEGY PLANNING
p p p p
DIGITAL MARKETING STRATEGY PLANNING
p p p p
SUITABLE FOR SUBA CAN THO CORNMILK
p p p p p
p Teaching staff:
p Students perform:p p
Can Tho, March 2023
p p p
, TABLE OF CONTENTS
p p
pppp Page
.................................................................................................................................................. 5pLISTpFIGURE
..................................................................................................................................................................... 54
....................................................................................................................................................................... 5
5 ....................................................................................................................................................8ACRONYM
................................................................................................................................................................8pLIST
CHAPTERp1pANALYSISpOF .............................................................................. 1pTHEpBUSINESSpANDpMARKET
.................................................................................................................................................. 1CONTEXTp1
................................................................................................................................................................... 1
1.1pBUSINESSpINFORMATION ..................................................................................................................... 11
....................................................................................................................................................................... 1
1.2pMARKETINGpACTIVITIESpANDpMARKETINGpPROBLEMSpTHATpBUSINESSESpARE ...................5FACINGp5
....................................................................................................................................................................... 5
1.2.1pAnalysispofpproductpsalientpfeatures .............................................................................................. 55
.................................................................................................................................................................. 5
1.2.2pPrice ............................................................................................................................................... 66
.................................................................................................................................................................. 6
1.2.3pChannel .......................................................................................................................................... 77
.................................................................................................................................................................. 7
1.2.4pCurrentpProductpCommunicationpMethods ................................................................................... 99
.................................................................................................................................................................. 9
1.3pCUSTOMERpRESEARCH .......................................................................................................................... 99
....................................................................................................................................................................... 9
1.4pCOMPETITORpANALYSIS .................................................................................................................... 1211
..................................................................................................................................................................... 12
CHAPTERp2:pMARKETINGpPLANNINGpNO .............................................................................................22.p22
..................................................................................................................................................................22
2.1pESTABLISHpApPURPOSE,pMAIN......................................................................................22OBJECTIVESp22
..................................................................................................................................................................... 22
2.2pDEVELOPMENTpANDpIMPLEMENTATIONpOFpACTION ............................................................ 23PLANp22
..................................................................................................................................................................... 23
2.4 ................................................................................................................. 26pBUDGETINGpFORpCAMPAIGN
................................................................................................................................................................. 2625
..................................................................................................................................................................... 26
CHAPTERp3 ............................................................................................................................................ 2727
..................................................................................................................................................................27
USERpEXPERIENCE,pDIGITALpTRANSFORMATIONpANDpMARKETING ................................. 27TECHNIQUESp27
..................................................................................................................................................................27
3.1pUSERpEXPERIENCEpANDpDIGITALpTRANSFORMATION ..................................................................... 2727
..................................................................................................................................................................... 27
i
, ..................................................................................................... 30DigitalpTransformationpProcess:
.................................................................................................................................................... 3030
........................................................................................................................................................ 30
3.2pCUSTOMERpRETENTION .................................................................................................................... 3030
..................................................................................................................................................................... 30
3.3pPERSONALIZATION............................................................................................................................ 3231
..................................................................................................................................................................... 32
CHAPTERp4 ............................................................................................................................................ 3333
..................................................................................................................................................................33
CUSTOMERpSERVICEpANALYTICSpAND ............................................................................... 33REPORTINGp33
..................................................................................................................................................................33
4.1pCUSTOMERpSERVICE ......................................................................................................................... 3333
..................................................................................................................................................................... 33
....................................................................................................................................... 33Evaluating
..................... 33pCustomerpServiceppThroughpSocialpMediapandpHowptopMeasurepCustomerpService
.................................................................................................................................................... 3333
........................................................................................................................................................ 33
4.2pANALYSISpAND ..............................................................................................................34REPORTINGp34
..................................................................................................................................................................... 34
4.2.1 ....................................................................................................................... 34pWebpAnalysispTools
............................................................................................................................................................ 3434
................................................................................................................................................................ 34
4.2.2pSocialpMediapAnalytics ..................................................................................................... 35Toolsp35
................................................................................................................................................................ 35
Klout:pThisptoolphelpspmanagepandpanalyzepsocialpnetworkspverypwell,pespeciallypforpthepTwitterpplatfor
m.pTheypprovidepapscoringpratingpsystempandpfairlypaccuratelypmeasurephowppeopleparepthinkingpabout
pyourpbrand.pBesides,ptheptoolphelpspmarketerspknowptheirppositionpandpcompetitorsponpsocialpnetwork
s.p ......................................................................................................................................................... 3635
................................................................................................................................................................ 36
4.2.3pSEOpAnalysispTools ..................................................................................................................... 3636
................................................................................................................................................................ 36
4.2.4pUserpExperiencepTools................................................................................................................ 3736
................................................................................................................................................................ 37
4.2.5pTagpManagementpTools ............................................................................................................. 3737
................................................................................................................................................................ 37
ASSESSMENTpOFpPARTICIPATIONpINpTHE...................................................................................... 39TESTp38
..................................................................................................................................................................39
REFERENCES .......................................................................................................................................... 4039
..................................................................................................................................................................40
APPENDIX .............................................................................................................................................. 4241
..................................................................................................................................................................42
i
, i
