Ga G2 - Mkt - Tratado De Fisiologia Medica.pdf

Digital Marketing: MKT318mGroup assignment

Group Project

*Assignment Brief:

Select a company in Vietnam, analyse the application of a variety of digital tools (website, Facebook,YouTube) introducing in the course in the company’s marketing activities (marketing mix) Evaluate theeffectiveness of each tool, based on the evidence from real examples and facts Present the results invisuals and present it to lecturer and classmates The maximum presentation time for each group is 15minutes.

*Suggested outline for the report (slides and word):

- Introduction Background of the company- Digital marketing measurement website Website:

+ 3Ps Content: examples that the company/brand uses a website to enhance marketing mix (4Ps)+Website Performance Report the website performance metrics, compare with the competitors,

present with visuals:

Overview:

Traffic & Engagement: Marketing channel: Facebook Fanpage: Fanpage Performance Profile Content:

Youtube Youtube:

- Conclusion

*Important notes:

o Presentation date: Friday, 17-Mar, 20:00, via LMS

o Late submission will get a -10% penalty per day

o Any plagiarism detected will lead to a cancellation of your work.

*Requirements of final work:

o Your final work should be formatted as both word and power point slide

o At the end of your presentation slide, include Group Contribution sheet, following the sample.o Name the file when sending to the LMS as prescribed:

[Student Name] [Class].GP.MKT318m

Contribution Sheet

Student NameParts in-chargePercentage ofcontribution*

I Introduction Background of the company

Cocoon is a vegan cosmetic brand from Vietnam With the mission of giving customers healthy,youthful, and vibrant skin and hair from 100% vegan ingredients, of clear origin, safe for theskin, and absolutely no testing animal experiments.

To build the brand and success as it is today, it is necessary to mention Cocoon's extremely smart4P marketing strategy, including product, price, location, and promotion

II Digital marketing measurement website Website:1 4Ps Content:

1.1 Product

Cocoon focuses on providing a wide range of high-quality skin care products with Vietnameseelements when Cocoon includes the name of the ingredient's province in the product name suchas: Dak Lak coffee face wash gel, Hung Yen turmeric face wash, Ben Tre coconut oil balm,

Figure 1: “Ben Tre coconut oil balm” (source: cocoonvietnam.com)

Cocoon adopts a pricing strategy that reflects the quality and value of their products Theyposition themselves as a premium skincare brand, and their pricing is set accordingly The pricesmay be higher compared to mass-market brands but are justified by the use of high-qualityingredients and advanced formulations.

Cocoon employs a multi-channel distribution strategy to make their products accessible tocustomers They may sell their products through their official website, online marketplaces, andselect retail stores

Batteries are an energy storage tool and they are all extremely toxic substances, which aredangerous to human health, as well as seriously affecting the environment, so Batteries need tobe collected and stored separate handling Recognizing that seriousness, Cocoon launched avery meaningful campaign "Thu hồi pin cũ - Bảo vệ trái đất xanh" This promotion not onlycreates benefits for customers but also demonstrates Cocoon's commitment to contributing to theprotection of the environment

Figure 2: “Thu hồi pin cũ - Bảo vệ trái đất xanh" (source: cocoonvietnam.com)

This campaign is deployed by Cocoon in 2 big cities, Hanoi and Ho Chi Minh, with more than60 battery recall points To participate in this campaign, each guest brings at least 10 batteries(used) to the exchange points, they will send a Ben Tre coconut oil balm (a product of Cocoon)worth 32,000 VND for free.

This campaign is advertised mainly through social networking platforms such as facebook,tiktok, in addition, there are propaganda cycling activities, and word-of-mouth effects ofcampaign participants.

Batteries after being collected will be transferred to the company "Môi trường xanh Việt Nam"for treatment and classified into waste gas and ash Exhaust gas will be carefully treated beforebeing discharged into the environment Waste ash will be mixed with sand and molded to formblock bricks.

This campaign of Cocoon has collected nearly 7 tons of batteries (used), this number proves thatthe issue of environmental protection is really concerned and supported This campaign alsohelps Cocoon strengthen the image and trust as a socially responsible brand, but also promotesenvironmental awareness in the community and customers.

2 Website Performance the website performance metrics, compare with the

competitors, present with visuals:2.1 Overview:

-Cosmetics brand cocoon ranked 460,126th in the global ranking, behind two famous brands Olay and Langcome many times over, cocoon cosmetics on the global market has not yet developed Next is the cocoon country ranking which ranks at 10,773 higher than olay and lancome showing the position of

various problems and lancome focus on research and development of premium skin care formulas - Cocoon is gradually developing stably and producing many vegan product lines to meet people's needs Cocoon to increase the global, industry, and national rankings cocoon should expand the exportmarket looking for international distributors, Increase advertising and reach the global market, Cooperate with local celebrities to introduce Cocoon to the public, Participate in events and exhibitionsin the cosmetic industry.

2.2 Traffic & Engagement:

-The total number of hits Cocoon has 113,425 3 min access time less than lancome 31 sec The bounce rate is 64.34% higher than olay and lancome Olay has a visit of 891,326 which is 8 times higher and the visit time is also less than cocoon Lancome topped the hit 1,965,000 high time hits It shows that cocoon has not yet caught up with 2 cosmetic brands.

-Recommendations to increase interaction and access to cocoon is to ensure that Cocoon's website has an attractive, easy-to-use interface Improve page loading speed Create attractive promotions, special discounts or free gifts Use online advertising tools such as Google AdWords, Facebook Ads to increase your ability to reach potential customers Build a customer list and send the latest information, special offers and announcements via email.

2.3

Marketing

come The email marketing channels, self-promotion, and introducing 3 cosmetic lines all have a low percentage.

- Cocoon may not be as high as other channels like Olay and Lancôme cocoon recommendations on titles and descriptions that are appealing and contain keywords related to the cosmetic sector will help Cocoon's channel appear in search results interact with consumers quickly on the website Create videos about skin care to attract users to follow Collaborate with social influencers.

2.4Facebook Fanpage:

About the 1st post Cocoon is talking about the Produce strategy, this is a brief introduction about grapefruit essential oil as a hair tretment product The post attracts a small amount of interaction, butin a short time, this amount of interaction is 160 likes, 10 comments and 2 shares, perhaps because this is an article that only briefly introduces the use of the product, but the interaction level is relatively low One possible reason for this could be that the post only provides a brief introduction without going into the benefits or usage instructions, which may not generate much interest or discussion To improve engagement for future similar posts, Cocoon may consider providing more detailed product information, including benefits, customer testimonials, and usage tips They may also consider using visually appealing images or videos to capture more attention and create a stronger impact.

Regarding the 2nd post Cocoon used the Promotion strategy, with the main slogan being "CLEANING PROFESSIONAL" with the buy 1 get 1 free program taking place from 5/7-7/7 this post mentions some products are applied to buy 1 get 1 free program and all remaining products are 15 discount This posthas collected thousands of interactions namely 9815 likes, 157 times comments and 26 shares The reason this post has such a high amount of interaction is because this is a buy 1 get 1 free promotion that attracts a lot of customers because shoppers like this promotion because they think it's good The second item is completely free The word “free” has an irresistible appeal 'Free' goods can almost driveany consumer into a frenzy They can spend hours in line to get a 'free' item that is often never touched.What's more is that most of the products come from nature and the source is from Vietnam Most of the products at Cocoon bring a very positive experience to users of Cocoon's products, with a variety of products from skin care: masks, moisturizers, to hair care: shampoo, hairspray, so this is one of the reasons why this post has such a high amount of interaction To enhance future promotions, Cocoon may consider incorporating more visuals, such as images of products or customers using them, to create a strong visual impact and attract more potential customers They may also consider using social proof, such as sharing testimonials or customer reviews, to build trust and encourage more interaction.

2.5 Fanpage Performance Profile:

Based on a given Page Performance Index, here's a comparison of the three companies:- Cocoon Vietnam (75%):

Cocoon Vietnam has the highest Page Performance Index at 75% This indicates that their website or online presence is performing well in terms of user experience, load time,

mobile responsiveness, and other relevant metrics With a significantly higher score than the other two companies, Cocoon Vietnam seems to have invested in optimizing their online presence to provide a seamless experience for their users.

- Olay Vietnam (9.0%):

Olay Vietnam has a relatively low Page Performance Index of 9.0% This suggests that their website or online presence might be facing some performance issues Users may experience slower loading times, poor mobile optimization, or other usability challenges Olay Vietnam could benefit from focusing on optimizing their website to improve the user experience and increase their Page Performance Index.

-Lancôme (VN) (2.0%):

Lancôme (VN) has the lowest Page Performance Index at 2.0% This indicates that their website or online presence is performing poorly in terms of user experience and other performance metrics Users may encounter significant issues while navigating the site, such as slow loading times, broken links, or unresponsive design Lancôme (VN) should prioritize optimizing their website to enhance the user experience and increase their Page Performance Index.

Overall, based on the Page Performance Index, Cocoon Vietnam stands out as the best performer, while Olay Vietnam and Lancôme (VN) have lower scores and could benefit from improving their online presence to provide a better user experience.

Based on the information provided, let's analyze and compare the follower growth and engagement index of three companies: Lancôme (VN), Olay Vietnam, and Cocoon Vietnam.

- Olay Vietnam: Olay Vietnam's engagement index of 0.036% suggests a slightly higherlevel of engagement compared to Lancôme (VN).

- Cocoon Vietnam: Cocoon Vietnam has the highest engagement index among the threecompanies, with 0.78% This indicates a relatively high level of engagement from its followers.

1 Cocoon Vietnam - 0.81% Post Interaction Rate:

Cocoon Vietnam has a post interaction rate index of 0.81% This suggests that their socialmedia posts are receiving a relatively high level of engagement and interaction from theirfollowers It indicates that their content is resonating well with their audience, leading to comments, likes, shares, and other forms of interaction.

2 Olay Vietnam - 0.50% Post Interaction Rate:

Olay Vietnam's post interaction rate stands at 0.50% While slightly lower than Cocoon Vietnam, it still signifies a reasonable level of engagement with their social media posts Olay Vietnam's content is generating interactions from their followers, although to a slightly lesser extent than Cocoon Vietnam.

3 Lancôme (VN) - 0.00039% Post Interaction Rate:

Lancôme (VN) has the lowest post interaction rate index among the three companies, at 0.00039% This indicates that their social media posts are receiving minimal engagement and interaction from their followers It suggests that Lancôme (VN) may need to reassess their content strategy or increase their efforts to encourage more audience engagement.Comparing the post interaction rate metrics, we observe that Cocoon Vietnam has the highest rate of engagement, followed by Olay Vietnam Lancôme (VN) lags significantly behind in terms of post interactions.

The information that Cocoon's posts accounted for 5 out of the top 10 recent posts, Lancôme's posts accounted for 4 out of 10, and Olay's posts accounted for 1 out of 10 suggests the following:

1 Content Performance: Cocoon seems to have a higher level of content performance compared to Lancôme and Olay Its posts have received more engagement or have been deemed more interesting by the audience, resulting in a larger share of the top posts.2 Audience Engagement: The higher representation of Cocoon's posts in the top 10 indicates that their content resonates well with their audience, generating more likes, comments, shares, or other forms of interaction.

3 Content Relevance: It's possible that Cocoon's posts have been more relevant or appealing to the target audience compared to the posts from Lancôme and Olay This could be due to factors such as the use of trending topics, appealing visuals, or engaging storytelling.

Based on this information, it appears that Cocoon has been successful in creating content that drives engagement and captures the attention of their audience It may be beneficial for Lancôme and Olay to analyze Cocoon's content strategy and identify potential areas of improvement or new approaches to enhance their own content performance and audience engagement.

Cocoon Vietnam has a moderate number of subscribers (374) and the lowest average views per day (18) of the three channels However, it has shown significant growth in both views and subscribers overthe past 28 days.

Lancome Vietnam has the lowest number of subscribers (307) and the highest average views per day (58) It has significantly higher total views (3.8 million) than Cocoon Vietnam However, its growth in both views and subscribers has stagnated over the past 28 days.

Olay Vietnam has the highest number of subscribers (1.2K) and average views per day (9.4) It has the highest total views (6.5 million) out of the three channels Similar to Lancôme Vietnam, the growth rate of views and subscribers of Olay Vietnam in the past 28 days has slowed down.

To sum up, Cocoon Vietnam has a relatively fast growth rate in terms of views and subscribers, while Lancôme Vietnam and Olay Vietnam have larger total views but the recent growth has been slow However, the influence of Cocoon and Lancome on Youtube is not really stronger than that of Olay Cocoon has also taken advantage of the influencer marketing strategy through the youtube platform such as through cooperation with many famous beauty bloggers such as Trinh Pham, Dao Ba Loc or female rapper Suboi, to reach many users to create trust and convince them to choose Choose products by brand.

Overall, the number of views provided shows that Dao Ba Loc has a larger and potentially more influential viewership in the Vietnamese beauty blogger community, followed by female rapper Suboi, while the viewership Trinh Pham's is relatively smaller Their positive response to Cocoon's YouTube