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INDIVIDUAL ASSIGMENT

CURNON CURRENT
DIGITAL MARKETING
STRATEGY

NAME: PHAM THI DUNG

ROLL NUMBER: HS140422
LECTURE: TRAN DIEU THUY
SUBJECT: MKT308
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Contents
I. INTRODUCTION.......................................................................3
1. Company overview...............................................................3
2. Products:...............................................................................4
3. Idea:......................................................................................6
4. Establish:...............................................................................6
5. Achievements:......................................................................7
6. SWOT Analysis......................................................................8
i. Strengths..............................................................................8
ii. Weaknesses.........................................................................8
iii. Opportunities.......................................................................8
iv. Threats.................................................................................8
II. LITTERATURE REVIEW.............................................................9
1. Social media marketing.........................................................9
2. Email marketing..................................................................11
3. Website...............................................................................13
4. E-commerce........................................................................13
III. ANALYSIS & COMPAREATION................................................15
1. Social media marketing.......................................................15
2. Email marketing..................................................................17
3. Website...............................................................................17
i. Website interface..............................................................18
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ii. Product page......................................................................18

iii. Product detail page:...........................................................18
iv. Cart page............................................................................19
v. payment page....................................................................19
4. E-commerce........................................................................21
IV. RECOMENDATION...............................................................21
1. Objective.............................................................................21
2. Target audience..................................................................21
3. Main message.....................................................................22
4. Media strategy....................................................................22
5. Deployment channel...........................................................23
6. Form of communication.....................................................24
i. Online:................................................................................24
ii. Offline:................................................................................24
7. Schedule.............................................................................24
8. Evaluation and follow up....................................................24
V. CONCLUSION.........................................................................25
VI. REFERENCES........................................................................25
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I. INTRODUCTION
Successful in the shark tank drive program in 2018, Curnon was focused on becoming the first
watch brand created by Vietnamese people. However, until now, i.e., 2021, Curnon's changes
have not really been outstanding, but somewhat disappointed the public about its performance.
Many articles have been written about Curnon's difficulties and challenges, and there is
countless skepticism about the growth and success of this business. Opponents are spearheading
an incredibly young Vietnamese brand that will reduce their resilience and survival rate. In fact,
Curnon currently has not yet come up with an action plan worthy of consumers' expectations,
the following article will provide a preliminary analysis and assessment of Curnon's Digital
Marketing strategy and ideas. can help Curnon transform in the near future.

1. Company overview
 Name of the company:
 Contact information:
 EMAIL: cskh@curnonwatch.com
 TEL: 0868889103
 HANOI STORES
 Store 1: 33 Ham Long, Hoan Kiem, Hanoi.
 Store 2: 9 B7 Pham Ngoc Thach, Dong Da, Hanoi.
 Store 3: 173C Kim Ma, Ba Dinh, Hanoi.
 HCM STORES
 Store 4: 25 Nguyen Trai, Ben Thanh Ward, District 1, HCMC.
 Store 5: 2nd floor, 63 Ho Tung Mau, District 1, HCMC.

Curnon is the first Vietnamese watch startup. The startup quickly took advantage of its
dominance to dominate its market share in the target market, bringing the image of Curnon-
branded watches to popularity among young people.
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It is known that this is a product line under the project of a number of young Vietnamese to
bring high-class domestic products to consumers who love fashion. CURNON – means “Why
not?” – was born based on inspiration from the dynamism and aspirations of youth, of those
who are not afraid to challenge, accept failure to gain experience and success for themselves.
Without hesitation, fear of any immediate difficulties, the question is simply “Why not?” – Why
not?”.

 MISSION: “The customer file that Curnon aims for is the young generation Millennials &
Gen-Z, they respect brand values. With faith in the strength of Vietnamese youth, we
bring products, Inspirational spiritual symbols to help them express themselves, to
confidently explore their own potentials and values. "
 METHOD: With the motto “Start with customer, end with customer”, each Curnon
product is researched based on the needs that customers want, designed with a heart
full of enthusiasm and thirst. Khao and the creative mind of the team of young
Vietnamese. Curnon insists that we have the ability to develop products that reach out to
the world.
 CORE VALUES:
They believe the best way to convey the message “Why not?” we must first start with
Curnon's own collective.
Start and end with customers: With the spirit of warriors, we always fight with ourselves
every day to bring the best “WOW” experiences to young Vietnamese.
Dare to think, dare to do: With the desire to become your companion, they believe that
we must have the courage to overcome the challenges, dare to think, dare to lead and be
different.
 Inspiration: The future for us is the world-class products, the young Vietnamese
generation full of confidence to pursue their passion, “Why not?” become everyone's
philosophy.

2. Products:
Curnon timepieces make their own mark with bold, youthful designs and are extremely
minimalistic – a design that is very popular with today’s young people today. With product lines
for both sexes, most Curnon watches come equipped with quality Quartz movements from the
manufacturer Miyota (Citizen). Protecting the movement is a luxurious Sapphire glass screen
with good scratch resistance, while at the same time helping the dial details appear more vivid
and eye-catching.
Possessing a dial with a general form design, the product is heavily focused on the variety of wire
materials, band colors and dial background colors. True to the spirit of not afraid of difficulty, not
afraid of suffering and willing to engage of young people, Curnon's products appeared, breaking
all the usual mold conventions of design. It is a black dial with a gray or gray leather strap, a blue
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dial with a prominent red fabric strap, or a large round dial with small mesh metal straps, small
size, etc.
From the very beginning, CURNON's designs such as KASHMIR, COLOSSEUM etc... were shaped
in the minimalist style of "minimalist" - both to meet the minimalist needs of the majority of
young people living with the concept of "Simple is the best"., has just caught up with the general
trend to bring the most luxurious and dynamic watches.
In order to receive the overwhelming support of the public, CURNON needs to combine many
factors, including the requirements for high quality products and good prices. The CURNON team
used the current general formula:

 Designed by Vietnamese team

 Using high quality Miyota machine made in Japan.
 Buttero ultra-thin wire imported from Italy.
 Construction and assembly in Hong Kong
Thanks to the optimization of labor costs, CURNON was able to bring a high-quality watch with a
price range of 2 to 3 million – suitable for those who do not want to use fakes but do not have
too much money. the cost to pay for a big brand watch like Japan or Switzerland.
In general, at the present time, we cannot demand from CURNON the words "Made in Vietnam".
Because to create a complete watch in the country needs the coordination of related industries
such as mechanics, lacquer, etc. However, currently these industries in our country do not meet
the quality criteria.
4 watch collections officially announced on the website including: Kasmir, Weimar, Colosseum,
Mykonos and accompanying men's accessories all meet the basic features of the product. That
is, all watches carry the basic function of a fashion watch: watch hours, minutes, seconds and
sub-calendar.
I think, with the current price and target, CURNON will probably continue to focus on fashion
watches.
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3. Idea:
The idea of Curnon watch branding to Quang Thai originated from the implementation of his first
project – 2Guys1Box (accessory gift box), built according to the model “Subscription Box”, a
model very successful in the US, where Quang Thai had time to study abroad. 2Guys1Box brings
a new shopping experience to young people. In the “secret gift boxes” are a variety of
accessories for men at reasonable prices.
Operating 2Guys1Box for a while, Quang Thai noticed that every month a gift box with watch
products, sales would skyrocket, and the goods sold out very quickly.
He discovered that Vietnamese young people love watches and watch watches as jewelry. At the
same time, with a large population and young people making up a large proportion, the fashion
watch market in Vietnam has great potential to exploit.
After having an idea, Quang Thai and his two co-founders focused on product development.

4. Establish:
In December 2017, the first watches carrying the Vietnamese breath of Curnon officially
launched to the market. Curnon quickly scored with the public for its aesthetics and quality not
inferior to any international brand, but at a price very suitable for young Vietnamese.
At the beginning of this brand, this watch brand launched its first watch line, Kashmir. And
received a lot of attention in the market for being the first Vietnamese watch brand. The designs
of these watches are in a good style and use classy and elegant colors. The face of the watch is
super thin, and the strap is a Buttero leather strap. This made the design of Curnon watches
accessible to young people. Because the watch is easy to wear and gives a youthful feel. The
watch case is also beautifully designed and also in the minimalist style that this brand is aiming
for in its collections. As for the watch design, Curnon's team produced their own work.
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Thanks to the optimization of labor costs, CURNON was able to bring a high-quality watch with a
price ranging from 2 to 3 million – suitable for those who do not want to use fake but do not
have too much. the fee to pay for a large brand watch like Japan or Switzerland.
After a year and a half in operation, Curnon officially has 3 experience spaces in Hanoi. Most
recently, Curnon opened a third store at 9B7 Pham Ngoc Thach – Hanoi. The founders of Curnon
promise that, in the near future, Curnon will launch 3 product lines that promise to continue to
“cause fever” with Vietnamese youth.
After 2 years of establishment, Curnon has become a familiar name in the Vietnamese watch and
accessories market. Curnon currently has quality coverage with 5 stores in two major cities as
well as an online distribution system with high traffic and purchases.

5. Achievements:
In 2018, this brand successfully called for 5 billion VND from Sharks in the Shark Tank Vietnam
program. This is a big push, creating a driving force for a strong rise, helping Curnon conquer the
overseas watch market and register the Vietnamese brand name in the international time
market.
Curnon's 11 months of 2018 revenue reached 13 billion VND, an increase of 21 times compared
to 2017. The company's staff also increased from 4 people to 38 people. In particular, in 2018,
Quang Thai and the founding team of Curnon successfully called for 5 billion VND to invest
through the reality TV show Shark Tank Vietnam – The billion-dollar deal. As of 2018, Curnon
Watch's sales have hit $1.5 million with a 700% growth rate. The number of loyal customers of
this brand is up to 20,000 people.
Before being funded by participating in Shark Tank Vietnam, WE Escape's 2017 revenue only
recorded at 6.1 billion VND. However, according to data released by Vuong Chi Nhan, CEO We
Escape, in late November, the startup's revenue so far has reached $1 million. The number of
We Escape game rooms has also increased to 31, doubling the number of rooms built in the past
three years and the number of players reaching 1.5 million / year.
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6. SWOT Analysis
i. Strengths
 The product has a simple design, easy to reach the majority of customer segments.
 Products labeled "made by Vietnamese" will attract more attention during promotion.
 Young and dynamic creative team.
 Has a large amount of investment capital to be able to make some important decisions.

ii. Weaknesses
 No good brand awareness yet
 The number of stores and distribution channels is not much.
 Not diverse in design, model. The lack of choice in watch types of limits Curnon to the
product segment and scope of product development
 Carrying the tradition of other watch brands, Curnon has not yet given customers a true
unique selling point. In terms of common ground, all Curnon's products are not
outstanding or in other words too monotonous.

iii. Opportunities
 In 2018, Curnon Watch was a brand that resonated when it successfully called for VND 5
billion from the Shark Tank program. In 2017, Curnon Watch's annual revenue was 4.2
billion; net profit is about 20%. Revenue from e-commerce accounts for 70% and 30%
comes from stores. The average value of each order is 2.1 million VND. The
profit/customer ratio is 6 times the cost to have a buyer.
 The level of personal spending of Vietnamese people especially on fashion is increasing.
 The increase in the average income of the Vietnamese people means that the
accessibility to jewelry products such as watches, and rings has more and more potential
for development.
 the rejuvenation of GenZ and Gen alpha in the future will make Curnon make big
changes.
 Consumers are turning their attention to domestic brands, especially Local brands.
 Cooperate with Tiki in e-commerce branch.

iv. Threats
 Too dependent on "brand made by Vietnamese."
 The outbreak of the disease has reduced the demand for shopping in a short period of
time.
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 Customers still doubt about the ethnicity and completeness of the brand "Japanese
machine + available design + a little additional decoration idea (carving - color) + body &
assembly in China .... Finally, branded, packaged and sold in Vietnam."
 The price is not reasonable when compared to other brands in the same segment.
 Too many big competitors in the fashion watch development industry

II. LITTERATURE REVIEW

1. Social media marketing
Social Media Marketing is the use of social media channels to build activities, interact, convey
messages to meet branding and communication goals. Strong ties take time.
Social media marketing is Relationship Marketing in social spaces.
(Ph.D. Tracy L. Tulen). The characteristics of social media marketing differ from traditional
marketing stemming from the very nature of the social media environment.
Social media was created for users to communicate and share information with their online
community. Social media is built and developed by users. Joining casually, brands cannot
suddenly appear where users are talking but simply broadcast ads. Users do not want to be
interrupted in conversations.
Doing social media marketing is about building relationships with customers on this channel,
making yourself part of that community and participating in topics they care about.
Social media marketing is about creating the perfect intersection between a customer's needs
and a brand's business goals.
As mentioned above, social media marketing is about creating the perfect intersection between
a customer's needs and a brand's business goals. So, understanding customer needs,
understanding the topics they are interested in, their online community is the core point for the
success of a social media marketing campaign.
According to Buzzmetrics' social media growth study, social media is gaining more and more
users, and each user is willing to share more. According to Buzzmetrics estimates, the level of
willingness to speak up among social media users in 2017 increased by 50% from a year earlier.
Facebook is where people go to relax and chat with friends, so keep your tone light and friendly.
And remember, organic reach on Facebook can be extremely limited, so consider a cost-effective
Facebook advertising strategy that can have a big impact on your organic presence. friends on
Facebook.
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Pinterest is one of the fast-growing social media marketing trends. Pinterest's image-focused
platform is ideal for retail, but anyone can benefit from using Pinterest for social media or sales
promotion purposes.
Pinterest allows businesses to showcase their product offerings while developing brand
personality with unique, eye-catching pinboards. When developing your Pinterest strategy, keep
in mind that the social network's primary audience is female. If that is your demographic, you
need a presence on Pinterest.
Twitter is a social media marketing tool that allows you to broadcast your updates across the
web. Follow twitters in your industry or related fields and you will get a steady following.
Combine your official tweets about specials, discounts, and news with cool branding tweets. Be
sure to forward messages when customers have something nice to say about you, and do not
forget to answer people's questions when possible. Using Twitter as a social media marketing
tool revolves around dialog and communication, so make sure to engage as much as you can to
nurture and build on your following.
LinkedIn is one of the more professional social media marketing sites. LinkedIn Groups are a
great place to engage in a professional dialogue with people in similar industries and provide a
place to share content with like-minded people. It is also great for posting jobs and networking in
general.
Encourage clients or clients to give your business a recommendation on your LinkedIn profile.
Recommendations make your business appear more trustworthy and trustworthy to new
customers. Also browse LinkedIn's Questions section; provide answers that help you establish
yourself as a thought leader and earn trust.
YouTube is the number one place to create and share video content, and it can also be an
incredibly powerful social media marketing tool. Many businesses try to create video content
with the intention of getting their videos viral, but those chances are slim. Instead, focus on
creating helpful, instructional how-to videos. These video tutorials also have the added benefit of
ranking on Google video search results, so do not underestimate the power of video content!
It is clear that Instagram isn't just for personal use anymore. It is now a global social media
platform that allows brands to personalize their content, showcase products and inspire their
audience.
Moreover, Instagram users not only surf the screen, but they also interact. About 60% of users
extensively use Instagram every day, and 21% say they check the page weekly.
Instagram can also help you raise brand awareness and showcase new products. 80% of
Instagram users have made a purchase based on something they discover on the platform.
Instagram allows you to promote your brand and products in a friendly, authentic way without
giving your customers a hard time.
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2. Email marketing
Email marketing is when you send a commercial email message to your ‘email subscribers’ —
contacts who have signed up to your email list and given express permission to receive email
communications from you.

Email marketing is used to inform, drive sales, and build a community around your brand (e.g.,
with a newsletter).

Modern email marketing has moved away from one-size-fits-all mass mailings and instead
focuses on consent, segmentation, and personalization.

Email marketing campaigns are used to promote, whether it is to promote a special offer, a new
product release, an eBook, or a webinar. A campaign could consist of 3 – 10 emails sent over
several days or weeks.
Promotional emails have a clear call-to-action — or CTA for short. The CTA represents the
specific action you want the reader to take, whether it is visited a webpage or make a purchase.
This type of marketing email is sent as and when required, in line with the rhythm of your
business.
Email is not a new technology. In fact, it was one of the very first means of digital communication
to arrive back in 1971. But get this: Email marketing — almost 50 years old — is more widely
used today than ever.
The phrase 'Email is dead' gets bounced around the marketing echo chamber every now and
then. But do not believe it. Email is only getting bigger. Just take a look at these statistics:
In 2019, there were 3.9 billion global email users (source: Statista)
80% of Americans check their email at least once per day, with nearly a quarter of them checking
their personal email several times a day (Fluent Inbox Report, 2018)
80% of business professionals believe that email marketing increases customer retention
(Emarsys, 2018)
Not having an email marketing strategy means missing out on sales opportunities and the chance
to strengthen ties with customers.
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3. Website
Website can be defined as a collection of web pages usually located in only one domain name or
subdomain on the world wide web of the internet system. Each web page is an HTML or XHTML
file accessible using the HTTP protocol. Hearing this term-laden concept is sure to make many
people feel rather abstract. To make it easier to understand, we can define it in the following
way.
If you imagine the internet as a market that provides the main product, the information
channels. The website is an office or a store. Usually, a website is a place containing introductory
information about images, products, or services that a business or a certain unit provides. Or
sometimes can also introduce any information depending on the purpose of the owner. In other
words, it is not too much to think that the website is an important face of any unit or
organization. It is also the place to receive, transact and exchange with customer partners in the
online channel.
According to the above definition, we can see the types of websites that are established and
operated for many purposes. For example, store website, business website, school website,
hospital website, organization website, personal website, etc.
you may not know but the website has billions of functions to help businesses and especially
advertising and administration, those functions may include unlimited advertising, saving space
costs, easily receive information to respond, update information and increase the credibility and
reliability of the business...

4. E-commerce
E-commerce is commercial business on the Internet environment. E-commerce is often used
when it comes to buying and selling products online, but it can also describe any type of
commercial transaction that takes place over the Internet.
More precisely, e-commerce is the conduct of part or all of business activities by electronic
means. This means that the buying and selling of goods or services is done through the Internet
to perform activities such as transactions, payments, ordering, advertising, delivery, etc.
Vietnam is considered a country with a high number of people accessing and using the Internet,
accounting for about 58% of the population. Moreover, the number of smart phone users in
Vietnam currently accounts for about 82% of the population and many people still use more
than 2 phones. This shows that the accessibility of e-commerce websites is greater than ever.
This is the foundation for the strong development of e-commerce in our country.
Currently, along with the general trend of the world, Vietnamese consumers are getting used to
online shopping. The online shopping market becomes more vibrant as consumers, especially
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the young generation Z, participate in Internet shopping more and more. Along with that, the
birth of a series of large and reputable e-commerce websites like MuaBanNhanh makes the e-
commerce business market have the opportunity to explode and grow.
Foreign investment funds and e-commerce corporations also actively buy shares and invest
money in domestic e-commerce platforms and websites. Therefore, the competition in the
online market is increasingly fierce, requiring domestic e-commerce businesses to pay attention
and make proper investment in order to gain an advantage in the race for market share, improve
delivery and payment services better to be able to attract customers effectively.
Sales of e-commerce currently only account for about 3% of the total size of Vietnam's retail
market, still quite low compared to other countries in the region, but with the improvement of
transportation services, Seller's reputation and people's awareness of e-commerce are
increasingly enhanced, the development potential of Vietnam's e-commerce market will have
breakthroughs in the coming time.
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III. ANALYSIS & COMPAREATION

1. Social media marketing
Facebook: CURNON's fan page currently has over 183,000 likes and followers. This is also a fairly
large number that shows the page has high authority in the eyes of people. CURNON's page is
almost constantly posting content every day, with 12 new posts being posted every day. With
diverse content, not only introducing products, but also sharing fashion knowledge, stories, and
gratitude promotions for customers. Usually, each post has a link to the company's main
website, this helps the website increase visitors, and more people know.
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YouTube: Curnon has built his own YouTube channel with diverse content such as: introducing
watches, dressing, and wearing watches, touching short films. And the video content is often
with English titles to not only reach Vietnamese customers but also highlight other countries.
Currently, this video social network channel of Curnon Watch has reached more than 1000
followers, which is a very modest number in terms of the overall level of content creators on this
platform... With the search results appearing, there are countless titles ranging from product
reviews to product recommendations with quite high views. This is the only evidence that
Curnon is being cared about and known by many people. Currently, on the YouTube platform,
the company's personal page has created 30 videos in total and on average each video will
receive about 1 thousand to more than 2 thousand views, of which the video with the highest
number of views is video. introduced the campaign "CHANGMAKEUP x CURNON | #whynotgirls -
New Age Girls" with a view count of nearly 28km, but in this video the number of interactions is
still below average with 26 likes, 0 dislike and 0 comments at the moment.

Instagram: Instagram is one of the two most focused investment social networking platforms
along with Facebook, with a relatively young audience, posts and images are created with a
certain youthfulness and dynamism in each. posts. Curnon's content and style on this social
network is also extremely diverse with the number of articles currently reaching more than 1000
articles. In many respects, although the product is minimalistic, Curnon's image is carefully cared
for. Curnon currently has nearly 66,000 followers here.
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2. Email marketing
 When registering an account, it will include an email address so that the company can
conveniently contact you.
 After customers place an order from your website, they will receive an order
confirmation email from the business.
 Help customers note orders for them to track easily.
 From time to time, we will send promotional codes as well as the latest Curnon
information to customers.
 Taking care of customers via email is also a form of low-cost savings.

3. Website
Curnon website with eye-catching friendly interface, diversified product images, easy to search
as well as clear and complete information. Make it easy for customers to search for products,
addresses, and place orders.
With the tendency to create not only as an address for customers to refer to images and
information, but moreover, Curnon's website also meets the needs of online sales, so UI / UX is
invested quite carefully. Currently, the website has implemented an online consultation system
through running bubbles with a mouse wheel, which has and will make customers feel a better
buying experience.
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i. Website interface
 The interface is simple, easy to see, easy to use, and the layout is in accordance with the
SEO standards of the sales website.
 The main color is white to create a professional effect in the sales website design.

ii. Product page

 The product page has a uniform design with the same interface and original color, has a
list of best sellers to keep users updated with trends, and has a recently purchased item
section to increase conversion rates for the website.
 The interface is friendly, easy to use and has a product search section for customers to
easily shop and find their favorite products.

iii. Product detail page:

 The product detail page clearly shows the details and structure as well as the selling price
of the product.
 The content is presented clearly and concisely.
 There are many images of the product to provide an objective view for the customer.
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iv. Cart page

 Help customers save products they like or intend to buy but have not made a decision to
buy.
 Shows the total amount and number of products currently in the cart.

v. payment page
 There is a section to fill in customer information for delivery and there is a function to
save information for the next purchase so that customers save time and do not waste
time re-entering information for the next purchase.
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 Next is the section "Select a shipping method" where the customer does not have to re-
enter the information because the system has automatically filled in the customer
information provided in the "Customer information" section, but it can be changed
information and delivery address.

 Finally, in the "Select payment method" section, customers only have one form of
payment, payment on delivery (COD).
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4. E-commerce
Currently, in addition to the official website for purchase, Curnon also distributes to other stores
and retailers such as Xwatch... Besides, Curnon also owns 2 own e-commerce sites, Shopee and
Tiki., the rating on these 2 sites is quite good when it is about 4.9/5 stars, but the number of
products sold has not been impressive, even far behind similar products on these 2 e-commerce
platforms.

IV. RECOMENDATION
1. Objective
The biggest goal of the upcoming proposals will mainly focus on improving the perception of
customers, while trying to correct the shortcomings that Curnon has made in the past. In other
words, it is a form of repositioning the Curnon brand in the eyes of consumers. The following
recommendations also impact the sales of previous models that have been released, while
increasing sales for the brand.

2. Target audience
The focus groups that need attention in these proposals include many target groups, including
those who have been, are and will buy Curnon products at the present time, and also customers.
There are negative stereotypes about this fashion brand. All the proposals in the redesign of
Curnon do not have too much impact on the main goal and direction of the brand, but in terms
of a plan with a different direction, more suitable for the Vietnamese consumers.
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3. Main message
With Curnon being the first fashion watch brand made by Vietnamese people, I hope this will be
a mark for Curnon to really regain its unique and unique position in the Vietnamese market.
Curnon really needs to regain the trust, and market share in the land where he was born and at
the same time make a complete makeover compared to the market that has suffered for a long
time without being recognized.

4. Media strategy
Here are some activities Curnon might consider implementing as a media campaign:
Launching new product samples. Speaking of which, everyone will think this is a very childish and
simple plan and absolutely cannot change the way consumers see the brand. However, the
product I propose to launch is not the products Curnon has made before such as watches and
jewelry, but it must be an accompanying product. For a more specific explanation, the item
mentioned here is a replacement strap for a watch. The reason for this idea to be proposed is
because, currently, although Vietnamese people have the ability and need to interact with
fashion products more than 10 years ago, this number is still not enough. so that Curnon could
convince of the brand's success. Each person who buys a watch product is less likely to buy a
second one because the value of this product is not small, regardless of those who have a hobby
of collecting. Using a watch for too long will make consumers feel bored and lose interest in that
brand's product. Besides, the price of a watch strap product is usually not too expensive and has
a very high aesthetic value. Consumers only have to pay a lot less money to change the
appearance of the product. One factor that can also lead to the success of this strategy is that
the strap models can be designed, processed, and modified in Vietnam, making Vietnamese
people really accept Curnon as a Vietnamese brand., customers can completely pre-order the
styles or even customize the strap to their personal liking. comes from an idea of apple watch,
but on the product is a fashion watch company, the designs of this strap product line should be
updated in variety and should be reasonably priced to people. consumption.
The next idea is to use influencers. This is not a new move for Curnon when the brand has
previously used images of some artists to promote products, but the selected influencers are
completely inappropriate and have no affiliation with them. trademark. To select a person to be
the face or advertise the product of the unit must pass many criteria, the wrong selection like
the way Curnon did will not only fail to achieve effective communication but also partly cause
harm. counterproductive. Considering a variety of evaluation criteria, individuals that can be
considered include singer Soobin Hoang Son, singer Noo Phuoc Thinh, Streamer Do Mixi,
Streamer Pew Pew. The reason for choosing these individuals is because, to Soobin Hoang Son,
this is a young artist who has had a great influence on popular culture in recent times, his style is
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very youthful and inter It's a bit polite, the audience and fans are quite large, so it can be
included in the candidacy, the style Soobin is aiming for is also completely consistent with
Curnon's style, and considering Based on experience, Soobin and Son Tung MTP have once
revived a powerful Biti's empire, but hiring Son Tung MTP will be very difficult because Curnon's
financial ability is not strong, remember, Biti's Hunter had to spend up to 3 billion VND for the
campaign implemented with Son Tung MTP.
With Noo Phuoc Thinh is similar, the image and relevance of this artist is also somewhat similar
to Soobin Hoang Son, but the influence and coverage of the market is slightly inferior. The
remaining 2 objects on the proposed list are not people in the art field, but the 2 most influential
streamers in social networks according to 2020 statistics, the number of followers is strong,
along with the famous image of these two characters will make the public pay attention during
the campaign.
The final idea in this proposal is to collaborate with another Vietnamese brand, the object
mentioned here is the jewelry brand PNJ silver. This is probably the idea that will make many
people oppose and cause the most controversy because PNJ silver is not a brand similar to
Curnon, and it is also a direct competitor of Curnon in the segment. jewelry, but choosing Owen
would be an optimal choice at the moment, firstly, remember that Curnon has a women's
product line, but these models are in fact too faint and not recorded. any impression in the
hearts of consumers, secondly, PNJ has a strong backing team, and a much sharper strategy than
Curnon, which will benefit Curnon as this is a newly opened brand for a while. It's not a long time
and I don't have much experience. when Collab with PNJ, Curnon gained more than harm as they
were able to use their name to promote their weak product line. A very difficult challenge for
Curnon was also how to get PNJ silver to agree to cooperate, that was the crux of the problem
that Curnon had to solve themself.

5. Deployment channel
Like other media campaigns that Curnon often does, Facebook and Google ads 2 are the main
channels of exposure for the above campaigns and running ads on Tiki will also help Curnon
increase advertising performance and increase sales. promote purchasing power. The reason for
choosing the above distribution channels, firstly, is because of the coverage and strength of the
communication they used to do, mainly based on these digital platforms. The second is due to
the current market weakness that Vietnamese people still use Facebook as an official social
network with a lot of time a day, which will increase brand recognition compared to other social
networks. other. Besides, Tiki is currently also Curnon's official partner in product distribution,
taking advantage of Tiki to increase product recognition is completely practical.
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6. Form of communication
i. Online:
This will be the main communication method of all the above ideas, the company will have to
actively research, design products and publications for each of these ideas, in parallel with that
and the implementation of the plan. Plan to run ads on the mentioned platforms and provide
reasonable KPIs for evaluation.
ii. Offline:
Curnon should change the layout of the booth depending on the topic and newly announced
products, and the aforementioned publications such as posters, banners, videos should also be
displayed or shown at the store. All the facilities in the store, at the collab event, the company
can completely consider creating a product launch between the two brands, and at the same
time calling and inviting influencers to the experience. experience and press recording to create
the strongest spreading effect of the media.

7. Schedule
The plan to implement all 3 ideas above must be based on the decision of the business and the
owner, but in terms of assurance and above all, the possibility of success of the ideas, these
timelines have can focus on important events such as Vietnamese women's day, before Tet... at
this time, their shopping needs are easily dominated by eye-catching campaigns, at the same
time their consumption and demand Consumer demand increased sharply in the above days.
Therefore, based on the criteria of the time when the campaigns appear, Curnon can fully take
the initiative in researching, planning, proposing cooperation and launching products.

8. Evaluation and follow up.

There are not too many reference systems that can publicize the sales of a product, but in terms
of cost structure, the KPIs that can be set for success will be based on the perception of
customers after the war. translation, these data can be collected through survey or survey, with
satisfaction level or higher is satisfactory. The revenue factor will depend a lot on the company's
ability to perfect the product, but it will be exceedingly difficult to attach KPIs because this is just
a personal article, based on opinions and scanty data.
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V. CONCLUSION
In short, the above is a study on how Curnon has done digital marketing recently, as well as some
suggestions for business changes in the near future. In general, to affirm the brand value, Curnon
needs to do more than now. They must break through or be destroyed.

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Available at: <https://blog.tomorrowmarketers.org/tong-quan-thi-truong-e-commerce-
tai-viet-nam/> [Accessed 29 June 2021].
 Lâm, H., 2021. Báo cáo Digital in Vietnam 2021: "72 triệu người Việt Nam sử dụng mạng
xã hội" - MBA Andrews Vietnam. [online] MBA Andrews Vietnam. Available at:
<https://andrews.edu.vn/bao-cao-digital-in-vietnam-2021/> [Accessed 29 June 2021].
 Buzzmetrics. n.d. Social media marketing là gì? - Buzzmetrics. [online] Available at:
<https://buzzmetrics.com/social-media-marketing-la-gi/> [Accessed 29 June 2021].
 EQVN Digital Marketing. n.d. Tất tần tật về social media marketing và social network -
EQVN Digital Marketing. [online] Available at: <https://eqvn.net/tat-tan-tat-ve-social-
media-marketing-va-social-network/> [Accessed 29 June 2021].
 Fanning, E., 2020. What is Email Marketing and How Does it Work? | Sendinblue. [online]
Sendinblue. Available at: <https://www.sendinblue.com/blog/what-is-email-marketing/>
[Accessed 29 June 2021].
 Admarket.vn. n.d. Website Là Gì? | Khái Niệm Và Định Nghĩa Đầy Đủ Nhất Từ A -> Z Về
Website. [online] Available at: <https://admarket.vn/blog/website-la-gi-khai-niem-va-
dinh-nghia-day-du-nhat-tu-a-z-ve-website-a77.html> [Accessed 29 June 2021].