Building Electronic Marketing Strategy For Angiangtrek Brand

VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY
UNIVERSITY OF ECONOMICS AND LAW

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E-MARKETING
BUILDING ELECTRONIC MARKETING STRATEGY
FOR ANGIANGTREK BRAND
Lecturer : Mr. Nguyen Quang Hưng

Teaching Assistant : Mr. Tran Nhat Minh
Group : A1
Number Name Student ID Role

1 Le Thi Hong Xuan K204110591 Leader
2 Hoang Ngoc Thao Duyen K204110559 Member
3 Nguyen Ngoc Tham K204111787 Member
4 Le Bui Quynh Nhu K204111784 Member
5 Pham Ngoc Tram K204111790 Member
Ho Chi Minh, December 2022

THANK YOU
First of all, A1 group would like to express our sincere thanks to Mr.
Nguyen Quang Hung - instructor of the course "Electronic Marketing".
Thanks to the enthusiastic teaching and dedicated guidance from the
teacher, A1 group has acquired a lot of useful knowledge, which serves
as the basis for implementing the project and as well as future career
orientation. We are very appreciative and grateful for the knowledge
and efforts that you have given us during the last semester.
Besides, throughout the course of implementing the project, our group
also learned many new things, especially about planning and e-
marketing campaigns for personal brand. In the process of completing
the topic, the group also inevitably made mistakes. Group A1 is looking
forward to receiving your comments and suggestions so that we can
complete this project as well as draw useful experiences for each
member of the group.
Once again, our team sincerely thank you and wish you good health,
always succeed in your teaching path.
Group A1
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TABLE OF CONTENTS
IMAGE LIST .................................................................................................................. 7
TABLE LIST ................................................................................................................ 11
CHAPTER 1: INTRODUCTION ................................................................................. 12
1.1. Problem .............................................................................................................. 12
1.2. Reason for choosing the topic ............................................................................ 13
1.3. Business overview.............................................................................................. 13
1.3.1. General introduction ................................................................................... 13
1.3.2. Vision .......................................................................................................... 14
1.3.3. Mission ........................................................................................................ 14
1.3.4. Core value ................................................................................................... 14
1.3.5. Future direction ........................................................................................... 15
1.3.6. The brand identity ....................................................................................... 15
1.3.7. Contact information .................................................................................... 17
1.4. Product ............................................................................................................... 17
1.5. Brand Analysis ................................................................................................... 19
1.5.1. SWOT Model .............................................................................................. 19
1.5.2. SWOT Matrix ............................................................................................. 20
1.5.3. Unique selling point (USP) ......................................................................... 21
1.5.4. Business Model ........................................................................................... 22
CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT ................... 23
2.1. Market understanding ........................................................................................ 23
2.2. Targeted customer .............................................................................................. 25
2.2.1. Who - Who are they? .................................................................................. 25
2.2.1.1. Demographic ........................................................................................ 25
2.2.1.2. Customer behavior ............................................................................... 26

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2.2.1.3. Customer psychology........................................................................... 26
2.2.1.4. Insight................................................................................................... 27
2.2.2. What - What do they want to find in Angiangtrek? .................................... 28
2.2.3. When - When will customers book a tour?................................................. 29
2.2.4. Where - Where do your customers reach you? ........................................... 29
2.2.4.1. Physical store ....................................................................................... 29
2.2.4.2. Sales and communication channels ..................................................... 29
2.2.5. Why - Why must the customer choose Angiangtrek? ................................ 30
2.2.6. How - How do visitors find you? ................................................................ 31
2.2.6.1. How do customers approach? .............................................................. 31
2.2.6.2. How to measure effectiveness? ............................................................ 31
2.3. Competitor analysis............................................................................................ 32
2.3.1. Bitour .......................................................................................................... 32
2.3.2. Itrek ............................................................................................................. 41
2.3.3. Thamhiemmekong ...................................................................................... 48
2.3.4. Dala Travel .................................................................................................. 54
2.4. Media review...................................................................................................... 61
2.4.1. Marketing strategy ...................................................................................... 61
2.4.1.1. Product strategy ................................................................................... 61
2.4.1.2. Pricing Strategy .................................................................................... 61
2.4.1.3. Distribution strategy............................................................................. 61
2.4.1.4. Promotion strategy ............................................................................... 62
2.4.2. Owned media channel ................................................................................. 62
2.4.3. Staff ............................................................................................................. 62
CHAPTER III: OVERVIEW OF THE COMMUNICATION PLAN.......................... 63
3.1. Campaign overview ........................................................................................... 63

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3.1.1. Media ideas ................................................................................................. 63
3.1.1.1. Idea analysis ......................................................................................... 63
3.1.1.2. Idea list ................................................................................................. 63
3.1.1.3. Concept bulding ................................................................................... 64
3.1.1.4. Campaign proposal .............................................................................. 65
3.1.2. Campaign message and target audience ..................................................... 65
3.1.2.1. Target audience .................................................................................... 65
3.1.2.2. Campaign message............................................................................... 65
3.2. Executing method .............................................................................................. 66
3.2.1. Reason to choose......................................................................................... 66
3.2.2. Tools to support .......................................................................................... 68
3.2.3. Estimated budget ......................................................................................... 68
3.3. Execution plan.................................................................................................... 70
3.3.1. Overview of the implementation plan ........................................................ 70
3.3.2. Detailed execution plan............................................................................... 72
3.3.2.1. Facebook .............................................................................................. 72
a) Brand story ................................................................................................ 72
b) Overview of Fanpage Angiangtrek........................................................... 72
c) Objectives ................................................................................................. 73
d) Long-term plan (5-10 years) ..................................................................... 73
e) Short-term plan ......................................................................................... 74
f) Job assignment .......................................................................................... 75
g) Detailed post ............................................................................................. 76
3.3.2.2. Instagram .............................................................................................. 79
a) Objectives ................................................................................................. 79
b) Implementation ......................................................................................... 80
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3.3.2.3. Seeding ................................................................................................. 81
a) Goals ......................................................................................................... 81
b) Seeding implementation plan ................................................................... 83
3.3.2.4. Email marketing ................................................................................... 92
a) Objectives ................................................................................................. 92
b) Collect customer email data ..................................................................... 93
c) Target customers receive emails ............................................................... 93
d) Planning for email marketing ................................................................... 93
3.3.2.5. Landing page ........................................................................................ 95
a) Objectives ................................................................................................. 95
b) Plan ........................................................................................................... 98
CHAPTER 4: IMPLEMENTATION OF THE COMMUNICATION PLAN ........... 101
4.1. Campaign implemetation ................................................................................. 101
4.1.1. Facebook Channel ..................................................................................... 101
4.1.2. Instagram Channel .................................................................................... 122
4.1.3. Seeding ...................................................................................................... 130
4.1.4. Landing Page ............................................................................................ 135
4.1.5. Email marketing ........................................................................................ 139
4.2. Campaign review ............................................................................................. 142
4.2.1. Facebook Channel ..................................................................................... 142
4.2.1.1. Achieved result .................................................................................. 142
4.2.1.2. Future orientation ............................................................................... 146
4.2.2. Instagram Channel .................................................................................... 147
4.2.2.1. Achieved result .................................................................................. 147
4.2.3. Seeding ...................................................................................................... 150

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4.2.3.1. Achieved results ................................................................................. 150
4.2.4. Landing Page ............................................................................................ 152
4.2.4.1. Achieved result .................................................................................. 152
4.2.5. Email marketing ........................................................................................ 154
4.2.5.1. Achieved result .................................................................................. 154
CHAPTER 5: SUMMARY ......................................................................................... 158
5.1. Advantages ....................................................................................................... 158
5.2. Disadvantages .................................................................................................. 158
5.3. Solutions........................................................................................................... 158
REFERENCES............................................................................................................ 159
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IMAGE LIST
Figure 1: Logo ............................................................................................................... 13
Figure 2: Main color of the brand ................................................................................. 16
Figure 3: Light background logo and dark background logo ....................................... 17
Figure 4: Business Model ............................................................................................. 22
Figure 5: Understanding the market ............................................................................. 23
Figure 6: Target customers ........................................................................................... 25
Figure 7: Customer Insight ........................................................................................... 27
Figure 8: Reasons to travel............................................................................................ 28
Figure 9: Time to travel ................................................................................................ 29
Figure 10: Leading social media platforms in VietNam in Q1 2021, by generation .... 66
Figure 11: Angiangtrek fanpage ................................................................................... 72
Figure 12: The 1st post on Facebook channel ............................................................. 101
Figure 13: The 2nd post on Facebook channel ............................................................ 102
Figure 14: The 3rd post on Facebook channel ............................................................. 103
Figure 15: The 4th post on Facebook channel ............................................................. 104
Figure 21: The 10th post on Facebook channel ........................................................... 110
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Figure 32: The 21st post on Facebook channel ........................................................... 121
Figure 33: The 22nd post on Facebook channel ......................................................... 122
Figure 34: Official Instagram Channel of Angiangtrek .............................................. 122
Figure 35: The 1st post on Angiangtrek page in Instagram ......................................... 123
Figure 36: The 2nd post on Angiangtrek page in Instagram ........................................ 123
Figure 37: The 3rd post on Angiangtrek page in Instagram ........................................ 124
Figure 38: The 4th post on Angiangtrek page in Instagram ........................................ 124
Figure 44: The 10th post on Angiangtrek page in Instagram ...................................... 127
Figure 50: The 16th post on Angiangtrek page in Instagram ..................................... 130
Figure 51: The 1st seeding post ................................................................................... 131
Figure 52: The 2nd seeding post .................................................................................. 131
Figure 53: The 3rd seeding post ................................................................................... 132
Figure 54: The 4th seeding post ................................................................................... 132
Figure 59: The header of the Landing page main ....................................................... 135
Figure 60: The brief introduction about brand ............................................................ 135
Figure 61: The experiences and benefits of customers ............................................... 136
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Figure 62: Introduction of tours .................................................................................. 136
Figure 63: Customers review ...................................................................................... 136
Figure 64: Customer information collection ............................................................... 137
Figure 65: Footer of the Landing page main .............................................................. 137
Figure 66: The header of the Landing page ................................................................ 138
Figure 67: The message of Angiangtrek to convey during Tet Campaign ................. 138
Figure 68: Footer of landing page ............................................................................... 138
Figure 69: Title of the first email marketing ............................................................... 139
Figure 70: The head of the first email marketing ....................................................... 139
Figure 71: The head of the first email marketing ....................................................... 140
Figure 72: The footer of the first email marketing ..................................................... 140
Figure 73: The head of the second email marketing ................................................... 141
Figure 74: The body of the second email marketing .................................................. 142
Figure 75: Facebook Page Reach ................................................................................ 142
Figure 76: Facebook Page Visit .................................................................................. 143
Figure 77: Facebook Page Followers .......................................................................... 143
Figure 78: Potential audience ...................................................................................... 144
Figure 79: Potential audience ...................................................................................... 144
Figure 80: Number of people reached ........................................................................ 144
Figure 81: Views of reels ............................................................................................ 145
Figure 82: Number of interactions .............................................................................. 145
Figure 83: The most effective natural article .............................................................. 145
Figure 84: Articles with the most reach ...................................................................... 146
Figure 85: Instagram Page Reach ............................................................................... 147
Figure 86: Instagram Page Visits ................................................................................ 147
Figure 87: Potential audience on Instagram................................................................ 148
Figure 88: Number of people reached ........................................................................ 148
Figure 89: Number of interactions .............................................................................. 149
Figure 90: Views of reels ............................................................................................ 149
Figure 91: The most effective natural article .............................................................. 150
Figure 92: Seeding post on Voz .................................................................................. 151
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Figure 93: The comment on the seeding post ............................................................. 151
Figure 94: Seeding comment ...................................................................................... 152
Figure 95: Seeding comment ...................................................................................... 152
Figure 96: Measurement result of main landing page ................................................ 153
Figure 97: Measurement result of landing page for the upcoming campaign ............ 154
Figure 98: Measurement result of the first email marketing ...................................... 154
Figure 99: Measurement result of the first email marketing ...................................... 155
Figure 100: Measurement result of the first email marketing .................................... 155
Figure 101: Measurement result of the second email marketing ................................ 156
Figure 102: Measurement result of the second email marketing ................................ 156
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TABLE LIST
Table 1: SWOT Model .................................................................................................. 20
Table 2: SWOT Matrix ................................................................................................. 21
Table 3: Bitour Analysis ............................................................................................... 41
Table 4: Itrek Analysis .................................................................................................. 48
Table 5: Thamhiemmekong Analysis ........................................................................... 54
Table 6: Dala Travel Analysis ...................................................................................... 61
Table 7: Estimated budget............................................................................................. 70
Table 8: Overview of the implementation plan ............................................................ 72
Table 9: Timeline plans to deploy communication plan on Facebook channel ........... 75
Table 10: Job Assignment ............................................................................................. 76
Table 11: Detailed post list ........................................................................................... 79
Table 12: Short-term plan of Instagram ........................................................................ 81
Table 13: Quantitative goals in the short term of seeding ............................................ 83
Table 14: Main channels of seeding implementation ................................................... 84
Table 15: Detailed implementation of the short-term seeding plan.............................. 86
Table 16: Detailed posts in short-term seeding plan ..................................................... 92
Table 17: Target customers receive emails ................................................................... 93
Table 18: Planning for email marketing ....................................................................... 95
Table 19: Goal in the period campaign New trip - New year - New me ...................... 98
Table 20: Short-term plan of landing page ................................................................. 100
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CHAPTER 1: INTRODUCTION
1.1. Problem
Vietnam is considered one of the countries with great potential for the development
of Sports and Adventure Tourism. Owning a terrain with three quarters of hills and
mountains along with many high mountain peaks having steep slopes, unique cave
system, many vast primeval forests, a dense mountain river network and many stunning
beaches, Sports and Adventure Tourism in our country can develop diversely with many
different types such as mountain climbing, waterfall rafting, rafting, boat racing, etc.
One of them, Trekking, is currently a well-liked travel fad.
Briefly about this type of tourism, trekking is a form of adventure tourism
combined with picnic activities, hiking about 15 kilometers per day equipped with
equipment on his/her back. The journey can take days to reach mountainous areas with
rugged and jagged terrain. Different from other types of normal tourism, the only means
of transportation for participants in this type of tourism are their feet.
The COVID-19 epidemic has left many sequelae in terms of health, spirit,
psychology, etc. Quarantine periods made people, especially the young generation, have
“itchy feet”. Therefore, in the post-COVID-19 era, they want to participate in more
adventurous and close-to-nature tourism types more than sightseeing and shopping
tours. Additionally, even though many people infected with COVID-19 have recovered,
they still have health sequelae and mental damage, so they need a longer time to recover.
By immersing in nature, conquering each mountain, hilltop and rugged road, etc will
help visitors balance their psychology, and create opportunities to connect, accompany
and share with people with similar interests.
Together with the increasing trend of this type of tourism, many travel agencies
associated with specialized trekking tour programs were born and has become well
known to many tourists such as Du Lich Ong Vang, Bitour, Du lich Thu Thach Viet,
Phuot Vi Vu, Min Tour, etc.
To sum up, with available resources and increasing demand, trekking tourism
promises to grow strongly in Vietnam in the future.
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1.2. Reason for choosing the topic
With the advantages of its geographical location and abundant tourism resources,
An Giang is affirmed as the province with the greatest potential for advantages in
tourism to become a leading tourist destination among the Mekong Delta provinces,
particularly religious tourism and ecotourism.
Recently, having realized the potential of That Son Land, the Trade and Investment
Promotion Center of An Giang province boldly deployed a model of Trekking tourism
at Cam Mountain tourist area with nearly 500 tourists calculated from the end of April
2022 to the beginning of November in the same year.
Trekking at Cam Mountain not only opens up a new direction for An Giang tourism
but also contributes new colors to the tourism picture of the Mekong Delta. Besides the
image of rivers, islands, gardens, etc. as everyone knows, tourism in the West now also
has a new and unique tourist activity, called trekking. Since then, Angiangtrek was born
with the ambition of becoming the leading exclusive experience travel brand in An
Giang and thereby bringing An Giang tourism closer to Vietnamese tourists.
1.3. Business overview
1.3.1. General introduction
Figure 1: Logo
Established on October 26, 2022, Angiangtrek is a pioneer in the field of

experiential tourism in An Giang, specializing in providing trekking tours aimed at
bringing customers interesting experiences about nature and culture in An Giang, which
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contributes to the development of the tourism industry of the province in particular and
the Southwest region in general in the direction of quality and sustainability.
1.3.2. Vision
- As the first travel agency to properly exploit trekking tourism in An Giang,
Angiangtrek aims to become a prestigious and leading experience travel brand
specializing in An Giang.
- Constantly improving An Giang's position on the map of Vietnam and reaching
out to the world.
- Developing in accordance with the trend of integration, sustainability and
business efficiency associated with indigenous cultural values and community benefits.
- Always innovating and creating the best trekking tour in accordance with the
needs of customers.
- Orientation to promote the tourism of the southwestern provinces to tourists.
Expanding inter-provincial tourism and diversifying tours to create new excitement for
customers for the next trip.
1.3.3. Mission
- Bringing customers an interesting and meaningful experience through quality
trekking tours that are different and contain many cultural and spiritual values.
- Widely promoting the image and quintessence of An Giang's cultural identity in
particular and the South West region in general.
- Developing experiential tourism associated with the responsibility of protecting
nature and the environment, maintaining and preserving the culture and lives of local
people.
- Wisely making use of natural resources, contributing to maintaining and
enhancing the position of tourism - a key economic sector of An Giang.
1.3.4. Core value
- Prestige: Angiangtrek always puts prestige first, uses it as a guide, and sharpens
it into a competitive weapon. Angiangtrek always strives to be fully prepared for full
execution capacity and goes to great lengths to ensure that its commitments to customers
and partners are correct and exceeded.
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- Satisfaction: Always put ourselves in the position of the customer to grasp the
real needs behind each trip, along with the knowledge and experience of the An Giang
route, to best satisfy customers with products and the most suitable service.
- Responsibility: Tourism must be associated with community responsibility.
Tourism activities must bring income opportunities and benefits to local people, and at
the same time do not harm the nature, culture, customs and lifestyle of people in An
Giang.
- Creativity: Having realized the diversity, abundance and hidden beauty of An
Giang land, Angiangtrek is committed to creating unique products and services in this
promising land, thereby helping to maximize local potential and strengths.
1.3.5. Future direction
The objective is to become the "top of mind" brand for a company offering trekking
tours in An Giang within the next one to five years. Customers will remember our
commitment to providing top-notch tours that are refreshing and supportive of the
community, respecting local traditions, and conserving the environment in the Mekong
Delta region.
The goal is within the next 5 to 10 years, after having enough capital and
establishing a solid position in the market as well as positive consumer perception. The
brand will develop inter-provincial tourism, build a foundation for tourism in the
Southwestern provinces to attract more visitors, take advantage of tourism in the
Mekong Delta, diversify tourism options to retain customers with old travelers looking
to find something new.
The long-term objective is to increase the number of tourists visiting the
Southwestern provinces, both domestic and foreign tourists. They are folks who wish
to experience something new and love Vietnam's natural beauty.
1.3.6. The brand identity
Meaning of brand name: Angiangtrek, from the brand name that clearly shows the
service that the brand provides, customers can immediately identify this as a brand
specializing in providing trekking tourism services in An Giang province and
neighboring provinces in the Southwestern.
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Slogan: Angiangtrek - Trek all the way. Angiangtrek promises to take the trekker
all the way, exploring all the roads in An Giang and the Southwest region in general.
Main colors: The main colors of the brand are green and beige yellow, which
represent nature and the freedom of the trekker.
Figure 2: Main color of the brand
Logo: An Giang province is known as the land of That Son (7 mountains) and it is
also brought up as a symbol of An Giang province. Taking advantage of that favorable
An Giang image, the brand decided to include the image of 7 mountains in Angiangtrek's
Logo which is a triangle and 6 dashes. In the middle of the logo is the image of a person
going trekking, this is also an image of the type of tourism that Angiangtrek provides to
customers.
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Figure 3: Light background logo and dark background logo
1.3.7. Contact information

- Facebook: https://www.facebook.com/Angiangtrekking
- Email: angiangtrek@gmail.com
- Phone Number: 0379801045
- Website: www.angiangtrek.tk
- Address: No. 669 National Road 1, Quarter 3, Linh Xuan Ward, Thu Duc District,
Ho Chi Minh City.
- Time to open: 24/24
1.4. Product
The brand offers trekking and exploration tours to many tourist destinations in An
Giang province and a few other tourist attractions in the Southwest region. The main
responsibilities of the brand when providing tours include:
- Prepare transportation and pick up guests from Ho Chi Minh City to the tourist
area of An Giang province (the starting place will be in An Giang province and
depending on the tour, it will be in different districts).
- Ensure guests will not lose and encounter life-threatening incidents during the
trekking.
- Provide necessary items during trekking such as maps, sticks, hats, coats, shoes,
gloves... Costs for these items will be calculated separately. In case the customer
prepares it himself or herself, the business will not be responsible when these items have
problems.
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- Angiangtrek staff is always accompanied during the trip (the number of staff
depends on the number of people participating in the tour, on average, there will be 1
employee for every 3 guests). The staff is responsible for introducing the cultural
features and characteristics of trekking sites, guiding people to trek safely, but also
giving personal space to explore during the trip. At the same time, there is always a staff
member responsible for providing first aid in the event of an injury.
- In case customers have needs, Angiangtrek will arrange a staff to take pictures to
check in for guests.
Currently, Angiangtrek offers 6 tours:
- A 2 days 2 nights journey to discover Cam mountainous area.
- 1 day 1 night journey to visit Tra Su Melaleuca-a forest national nature reserve
- 2 days 2 nights journey to explore Sam mountain and visit Ba Chua Xu temple
- Ta Pa Pagoda and Khmer Culture Tour - 2 days 1 journey to conquer Thien Cam
Son and learn about Khmer culture in Tri Ton, An Giang.
- Cuu Long River Tour - 2 days 1 night journey down the Mekong River to explore
Ninh Kieu Wharf and Cai Rang Floating Market.
- An Giang - Kien Giang cross-province tour - 2 days 2 nights journey to explore
the forest, national nature reserve of Tra Su Melaleuca forest and Binh San Kien Giang
mountain.
During the special holidays of the year, Angiangtrek will also diversify the tour by
creating tours suitable for each time. For example, with the coming Lunar New Year,
Angiangtrek will promote trekking tours through the temples and shrines of An Giang -
which is known as the land of pagodas and temples, strongly encouraging the culture of
going to pagodas to pray for good fortune year of the Vietnamese people. The creative
integration between spiritual tourism and trekking tourism promises to bring great
attraction to tourists.
In the future orientation to promote tourism of the southwestern provinces, after
having enough capital Angiangtrek will promote inter-provincial tours to create
something new in the eyes of old tourists - who experienced brand tours. Currently,
Angiangtrek is also taking the first step towards this direction, the brand has opened an
inter-provincial tour "Cuu Long River Tour". The tour lasts 2 days and 1 night, starting
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from Ho Chi Minh City to An Giang and then going to Can Tho and exploring Ninh
Kieu Wharf and Cai Rang Floating Market. Besides, there is a tour across Kien Giang-
An Giang province, creating a new feeling when mentioning Kien Giang, people only
think of the sea. The fact that the brand offers a tour to explore Kien Giang mountain
will arouse curiosity and excitement for customers and promise to bring many
interesting experiences for its customers.
1.5. Brand Analysis
1.5.1. SWOT Model
S - ĐIỂM MẠNH W - ĐIỂM YẾU
S1: The first travel agency specializing in W1: The enterprise has just started up,
providing trekking tours in An Giang so it doesn't have much experience
S2: Owing young, experienced, dynamic W2: There aren’t many tours
and creative human resources W3: The leadership is young and not
S3: The price matches the quality. The experienced enough
tour schedule is rich and unique. W4: Financing is limited
S4: Service staff are dedicated,
considerate. They know how to listen and
have a high learning spirit
O - CƠ HỘI T - THÁCH THỨC
O1: Adventure tourism, including T1: Many competitors. Although there is

trekking, is increasingly popular in the currently no direct competitor,
country. Angiangtrek currently has to compete
O2: With a relatively convenient location with other indirect competitors such as
and abundant tourism resources, An travel agencies specializing in providing
Giang is affirmed as the province with trekking tours in other provinces and
the greatest potential for advantages in regions.
tourism to become a leading tourist T2: The trend of free travel, self-
destination among the Mekong Delta organizing tours according to tourists'
provinces. own way is increasing.
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O3: The number of Internet users in the T3: An Giang tourism is still not really
country is increasing day by day. popular (according to statistics from
Cimigo 2020, Vung Tau and Da Lat are
the two most chosen tourist destinations
by Ho Chi Minh City people)
Table 1: SWOT Model
1.5.2. SWOT Matrix
SO strategic plan WO strategic plan
S1 + O1 + O2: Promoting its position W1 + W3 + O1: Promoting creativity,

as an exclusive travel agency in An enterprising behavior, and an eagerness to
Giang specializing in providing learn; quickly updating new knowledge
trekking tours while enhancing training and personnel
S2 + O3: Building and promoting development activities.
promotional activities on social W2 + W4 + O1: Calling for investment,
networking sites. sponsorship, and association with other
S3 + O2: Developing and strengthening units in the tourism field in An Giang to
signature tour promotion. Doing more minimize operating costs. When there is a
research to create new signature tours. stable financial source, strengthen the
construction of new trekking tours to
attract customers.
ST strategic plan WT strategic plan
S2 + S3 + T1: Promoting marketing W2 + W4 + T1 + T2: Allocating business

activities to build the brand and capital to spend on trekking tour products,
increase competitiveness. accompanying services and run marketing
S2 + S4 + T2: Integrating campaigns in a reasonable way.
accompanying services in tour
products. Developing a policy of
cancellation and penalty for customers
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who book services in advance in the
direction of ensuring their interests.
S2 + T3: Strengthening propaganda
activities, promoting and introducing
the land, people, culture, history, and
tourism potential of An Giang through
many forms such as seeding forums,
groups on Facebook, etc.
Table 2: SWOT Matrix
1.5.3. Unique selling point (USP)

With the advantage of being a pioneer brand exploiting the form of trekking
tourism in An Giang and the southwestern provinces, the brand's USP would like to
summarize the following points:
- The brand promotes tourism activities, exploiting tourism potential in the
Southwest region, especially An Giang province. Angiangtrek respects and is proud of
the geography, people, and history of the nation in the land known as the prime tourist
destination in the provinces in the Mekong Delta.
- A pioneering brand specializing in providing trekking tourism in An Giang and
the southwestern provinces.
- Reasonable price, dedicated service is the brand's mission.
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1.5.4. Business Model
Figure 4: Business Model
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CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT
2.1. Market understanding
Figure 5: Understanding the market
Tourism has become an important industry in Vietnam's economy due to natural

advantages. With over VND 755 billion in revenue in 2019, the tourism industry made
a significant contribution to Vietnam's economic development, accounting for 9.2% of
the country's GDP that year. On its way to strong development, the tourism industry
suffered significant losses when the Covid-19 epidemic swept the globe.
The complicated transformation of the Covid-19 epidemic has slowed the overall
Vietnamese economy, particularly in the tourism industry, which is one of the most
severely affected industries when everyone is forced to stay at home to protect
themselves. From more than 750 billion in revenue in 2019, this figure has dropped to
less than 200 billion in 2021. The tourism industry's contribution to Vietnam's GDP is
also less than 2%. The Covid-19 epidemic has an impact not only on the overall
economy, but also on Vietnamese tourism psychology.
The epidemic has been brought under control after a long period of isolation at
home. To help the country's economy recover, the government imposed a nationwide
blockade and encouraged businesses to invest in tourism development. According to
McKinsey & Company, if Vietnam can maintain a low infection rate, its tourism
industry could recover as soon as 2024, thanks to the return of domestic tourism. After
Page | 23
the Covid 19 pandemic, the entertainment needs after months of work pressure make
them give more priority to domestic travel. According to Visa Research Voice of
Consumers 1, the pandemic has had a significant impact on people's travel intentions,
with 76% of Vietnamese planning domestic leisure travel, far outnumbering 38%
planning international trips. Above all, according to a Cimigo website survey, 76% of
Vietnamese people have taken at least one trip in the last 12 months (2020). Based on
the data presented above, it is clear that promoting domestic tourism during this time
period will help to revitalize the Vietnam tourism industry.
Outdoor tourism or adventure tourism is also growing as a result of new and unique
experiences. Above all, Vietnam has numerous advantages that can be leveraged to
promote outdoor tourism. Three quarters of the territory is hilly, with many beautiful
mountains and caves, causing visitors to be excited and curious. Recognizing the tourism
potentials of Vietnam, particularly An Giang, the homeland of "Son Ky Thuy Tu,"
Angiangtrek has aggressively promoted trekking tours to conquer That Son land.
Angiangtrek was founded with the goal of providing customers with new trekking
experiences, high-quality services, and low-cost trekking tours in An Giang province, in
particular, and the Southwestern provinces in general.
Angiangtrek is a company that specializes in offering trekking tours in tỉnh An
Giang. Angiangtrek's target audience will be "Early millennials," or those entering the
early stages of Generation Y, due to the specificity of the brand's trekking and tourist
destination. We will continue to analyze in the following sections to learn more about
target customers.
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2.2. Targeted customer
2.2.1. Who - Who are they?
Figure 6: Target customers
2.2.1.1. Demographic
- Age: 25-30 (early generation Y)
- Income: A, B+ (10 - 15 million VND)
- Working and living in Ho Chi Minh City
- Gender: Male and Female
- Their personalities are a hybrid of Gen Z's youthful, vibrant elements and an adult
Gen Y's inner insight into their experience.
- Reasons for selecting client files include:
+ Customer file width: 9% of Vietnam's total population, with 10% residing in Ho
Chi Minh City.
+ In accordance with Angiangtrek's instructions
+ Gen Y is financially capable and willing to spend money on things that will help
them balance their lives.
+ They fly more. They enjoy exploring and discovering new things with their
teammates. In 2019, 82% of millennials traveled.
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2.2.1.2. Customer behavior
“Early millennials” is the first generation to be exposed to technology, helping
them to form the skills of searching for information before making a choice, especially
from reputable information sites, KOLs, etc. in shopping behavior. Having the habit of
entertaining through social networks, the information is always updated by them
constantly.
Busy pace of life, always caught up in work life and surrounding relationships, with
little time for true relaxation. They are not entirely free of the cycle of earning a living
and earning a living; they always seek a balance between life and work. As a result, they
are willing to spend in order to truly feel reinvented and enjoy themselves.
Tourist behavior: Customers aged 25 to 30 spend the most time traveling than other
age groups, averaging 10 days per year. They are also more acquainted with tour and
hotel booking websites. Everything should be planned ahead of time and clearly,
reputable tour, professional tour guide. Trips with coworkers and romantic outings were
most popular among this age group of travelers. Above all, financial conditions are
gradually improving, and they are willing to spend money on travel to relieve stress.
2.2.1.3. Customer psychology
“Early millennials” is the age of transition, a blend of two generations Y and Z,
carrying with them the worries and anxieties of both generations.
They feel regret and nostalgia for the young years that have just passed. The
liberality, freedom, and spirit of youth are always boiling in them. However, their
attachment to the fact that they have gradually entered the lives of adults. They are forced
to prepare to create a premise for a later life, a shell of an adult. They feel that they are
no longer "young" as before to embark on too challenging journeys of the past.
From that, it can be seen that "Early millennials" need experiences that help them
relive their youth but also keep them an image of a liberal adult, not a spontaneously
free person.
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2.2.1.4. Insight
Figure 7: Customer Insight
The brand has drawn the Insight of its target customers based on the truth, tension,
and motivation model.
- Truth: I wish for myself to be able to relive moments like youth that I didn't fully
enjoy.
- Tension: But in my heart, I am bound by myself at the age where I need new
experiences to be ready to enter the adult path. I am also not that young to plunge into
too challenging experiences without guarantees.
- Motivation: I aspire to be able to have great experiences that allow me to enjoy
my youthful enthusiasm but still help me take the first step firmly towards adulthood.
=> Insight: Seeing Generation Z become more active today, I look forward to being
young again. In the midst of society and the hustle and bustle of making money, I did
not realize I was "old". I want to find a peaceful place with my roots, longing for the
feeling of conquering nature and trying new things, to find my "youth" again. And after
all, the reverse footage from rediscovering youthful enthusiasm will be the preparation
and preparation for the gap ahead of a real adult - a person who matures from his own
experiences. . However, I feel scared by the judgments of others about me. Because at
this age I am more aware of my responsibilities. So I also needed something that could
help me re-enjoy the joys of youth without losing the required maturity of this age.
Page | 27
2.2.2. What - What do they want to find in Angiangtrek?
Figure 8: Reasons to travel
According to Cimigo's "Vietnam habitat travel 2020" survey, there are six main
reasons to travel: relax and get rid of stress; time for family and friends; discover new
things; have fun and excitement; take beautiful pictures; and reward myself.
- Relax and get rid of stress (76%). The first and most effective way to reduce stress
is to change the atmosphere. Away from the bustling urban area and immersed in the
mountains and forests of An Giang province, a surrounding natural space will be the
most effective way for visitors to enjoy and relax.
- Time for family and friends (61%). Trekking is a type of tourism that necessitates
a lot of teamwork. Visitors will be more motivated to complete the trekking journey and
connect more people's relationships if they travel through the forest with companions
and friends.
- Discover new things (57%). An Giang province is home to more than 29 ethnic
groups; in addition to exploring nature, visitors can learn about the culture and
characteristics of each ethnic group.
- Have fun and excitement (55%). Immersing in nature, culture and accompanying
people, will be the most joyful and memorable experiences.
- Take beautiful pictures (48%). "Western Roof", "Western Da Lat" are interesting
similes when referring to the beauty and nature of An Giang province, where visitors
will be satisfied with the majestic and novel scenery.
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- Reward myself (46%). Breaking away from the daily work cycle, customers will
be willing to pay for a truly worthy trip and enjoy the results after many working days.
2.2.3. When - When will customers book a tour?
Regardless of the customer group, the travel needs are similar, often culminating
in the holidays and summer holidays of the year. At these times, people have a need to
relax and have fun. Choosing to travel will be a reasonable choice to be able to gather
friends, enjoy alone and spend more time with family.
Figure 9: Time to travel
According to the survey, the month with the most trips is June, and tourist trips are
spread from the beginning of the year to the autumn, with less to the end of the year.
Although the conversion rate of customers is not high at the end of the year, marketing
communication at this stage is critical in creating a foundation for the new year to
remember the brand and conduct the conversion.
As a result, Angiangtrek will launch a campaign from November to early February
next year, during the transition from the old to the new year. This is the time to reach
out to customers, create campaigns, and leave a lasting impression.
2.2.4. Where - Where do your customers reach you?
2.2.4.1. Physical store
Angiangtrek currently has 1 physical store with a scale of 200 square meters located
at No. 669 National Road 1, Quarter 3, Linh Xuan Ward, Thu Duc District, Ho Chi Minh
City. Here customers can come and get direct advice on trekking tours.
2.2.4.2. Sales and communication channels
a) Sales website
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Currently, Angiangtrek has launched a website to provide trekking tour services.
In marketing campaigns of Angiangtrek will launch another 1-2 landing pages to serve
the communication for that campaign.
b) Media Channels
Angiangtrek selected 2 main social networking platforms to implement its e-
Marketing plan, including Facebook and Instagram, in which, Facebook is the main
deployment platform because the target customer base has the largest access to the
network in this society. With each communication channel, Angiangtrek will have a
different approach:
- Facebook: With the Facebook channel Angiangtrek wants to build a fanpage with
its own color. The brand will communicate mainly content about monthly tours, travel
tips, ... to help customers more easily approach Angiangtrek.
+ Concept: Professional, funny.
+ Content direction: product promotion (new and unique products); customer care
(via inbox, comment feedback), ..
- Instagram: Online posts in Instagram will build investment posts in terms of
images and more compact content on the Facebook Fanpage.
+ Concept: Professional.
+ Content direction: product promotion (new and unique products); customer care
(via inbox, comment feedback),...
2.2.5. Why - Why must the customer choose Angiangtrek?
Angiangtrek - Going all the way. Each route is a journey, with Angiangtrek,
customers will enjoy trekking trips full of the charm of nature, the mystery of religion
and the cultural beauty of each ethnic group. Not only going through the mountains and
forests, the tour will go through the villages of the ethnic groups. In An Giang province,
where there are more than 29 ethnic groups living together, the promotion of
backpacking tourism combined with cultural sightseeing will be an attraction for
tourists. In addition, temples are also an attractive and famous part of An Giang, adding
a spiritual element to the trip will create many new points. Above all, with intercity
tours, trekkers will experience traveling in 2 provinces in one trip, which will create
something new for visitors.
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Above all, with a distance of more than 230 kilometers, just 4 hours traveling from
Ho Chi Minh City to the main tour locations, customers will save their time and enjoy
their tours. With low cost per tour and reasonable local prices, customers will be more
comfortable with their spending and still get the most complete trip.
In short, reasonable price, trip value are two main factors that help Angiangtrek
attract potential customers.
2.2.6. How - How do visitors find you?
2.2.6.1. How do customers approach?
Angiangtrek aims to cement its reputation as the first pioneer brand specializing in
trekking tourism services in the southwestern provinces in general, and An Giang
province in particular.
Angiangtrek's media channels were used to create publications, articles, and media
videos. Angiangtrek wishes for customers to remember themselves by using an image
as a companion in their transition.
Not only does Angiangtrek communicate about tours and travel tips, but it also tries
to promote the communication of articles that understand customers' feelings through a
fun approach such as memes, catching subtle trends.
Above all, taking advantage of the recent development of short clips, Angiangtrek
will regularly create short films about the beautiful scenes of An Giang as well as the
confessions of adults or hidden for target customers. You can feel that Angiangtrek is
like a soulmate, a soulmate who understands you.
In addition to promoting communication activities, the brand also promotes
customer care activities before, during and after booking tours and traveling.
2.2.6.2. How to measure effectiveness?
- Reach and interact on social networks.
Angiangtrek will regularly monitor the status of its Pages on social networking
platforms Facebook and Instagram. Try to promote the advantages, overcome the
limitations that adversely affect media activities.
After each campaign, the brand will measure the success of the campaign by
looking at the number of followers, new post reach and monthly average across the
brand's social media channels.
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On regular posts, the Marketing team will keep a close eye on the number of
interactions and reach of each post to easily detect the flaws of the poorly engaged posts
and find ways to fix them.
- Visits to the website.
Some metrics that are equally important are website visits. Every so-called
successful marketing campaign should not only increase in terms of media metrics, but
also have a high purchase conversion rate. The brand will regularly incorporate the
website link into the media posts as well as regularly update the interface and
information on the fanpage to reach customers in the most optimal way.
- Hits to update the brand
The brand will also regularly conduct seeding and PR posts about the brand on
groups and forums. To optimize update issues, Angiangtrek will use #hashtags with high
update issues to help the brand have a wide presence.
2.3. Competitor analysis
About companies specializing in providing travel, now appear in large numbers to
help customers have more choices in the decision-making process. However, up to now,
there is no direct competitor with Angiangtrek in providing trekking tours in the West.
Therefore, considering many factors of tourist destination in terms of form of tourism,
the brand searched for competitors on the following criteria:
The competitor specializes in providing trekking tours across the country but has
not yet promoted in the West.
The competitor specializes in providing backpacking tours in a famous place where
people in Ho Chi Minh City choose to travel the most.
Competitors specialize in providing tours to the Southwest with other forms of
tourism that are not trekking: ecotourism, resort tourism, ...
Based on these factors, the group has found 4 indirect competitors with the brand:
Itrek, Bitour, Mekong Exploration and Dala Travel.
2.3.1. Bitour
Bitour
A. Public information
Page | 32
1. Website https://bitour.vn/
Head office: No. 33, Binh An Ward, District 2, Ho Chi Minh

2. Head office
City, Vietnam.
address, Phone,
Phone: 0906 332 068
email
Email: contact@bitour.vn
B. Brand
1. Logo
Color: Yellow, black, white.
2. Slogan/message Back to nature-Back to myself
3. Founded year 2012
• Mission: Bi carries out a mission with you to connect nature

and lead a healthier and happier life.
4. Mission and
• Vision: you will find trips back to nature untouched and
Vision
fresh, because we believe that being close to nature is the way
for people to live healthier and happier lives...
• Service culture: we help you live according to nature by

eating fresh food from green farms, recovering health while
living in the fresh nature and understanding nature through
experiences and interesting facts.
5. Core values
• Main focus field (1) Green tourism – (2) Reducing plastic
waste and (3) Community activities..
• Customer experience: Bitour is committed to working
closely with the local community, joining hands to protect
Page | 33
wildlife and preserve the environment in which we live,
especially the forest.
#BACKTONATURE - TRẢI NGHIỆM ĐIỀU HAY,

6. Brand keywords #BACKTONATURE - TĂNG CƯỜNG SỨC KHỎE
#BACKTONATURE - VỀ VỚI BẢN THÂN
If you love to experience, love nature, love to explore and

7. Organizational always believe in your abilities, Bitour is the place for you!
culture If you are young, dynamic, not afraid of difficulties to develop
yourself and your career, there is no better place than Bitour.
15+ exciting destinations, more than 1000 safe trips, more

than 27000 customers. Reach the top rate on tripadvisor.
8. Awareness
Facebook page 65K likes, 69K followers. Media mentioned:
HTV9, TuoiTreOnline, saigontiepthi, cafebiz.
Bitour is the first and only unit providing travel services for
9. Other General
singles in Vietnam with more than 10 years of experience and
Evaluation
tours geared towards experiencing and discovering nature.
C. Products and Services
• Bitour operates under the purposes: sustainable tourism,

environmental protection and natural species, using natural
products.
• The above orientation is reflected in the way Bitour chooses
destinations associated with nature such as: Ta Nang-Phan
1. Product strength
Dung, Chu Bluk - Dray Nur: Explore the longest volcanic
cave cluster in Southeast Asia, K50 waterfall - Majestic scene
in the middle of the jungle.
• Industrial foods are processed and packaged in plastic
containers that are both unhealthy and produce a terrible
Page | 34
amount of plastic waste. Therefore, during all of its trips,
Bitour does not use industrial food or drinking water, but uses
clean, fresh and local food.
Bitour adheres to 3 important principles when handling
garbage during trips to the forest. The first is to minimize or
completely eliminate plastic waste in the journey. The second
is that visitors commit not to throw away and must bring their
own personal garbage out of the forest. And the third is that
plastic waste is not burned but must be taken out of the forest
along with the amount of garbage picked up on the road.
• Prices for each tour are not public because they are different
when customers choose the destination, way to go and how
they want to experience.
2. Price information
• Information about the deposit, refund policy when canceling
the tour due to subjective or objective reasons are clearly
presented on the website
• Step 1: Search for customers

• Step 2: Post information about tours on website and fanpage
• Step 3: Direct sales by booking an appointment at the
3. Sales process
address or booking a tour online
• Step 4: After-sales care
• Step 5: Gratitude SMS, telemarketing
• Purchasing advice: Customers will be advised on trips, ways

to go, destinations and experiences. Online consultation via
4. Counseling
chat box or offline at the center.
process
• Post-purchase consultation: Customers are asked about their
experience after each trip.
Page | 35
By geographical area: Bitour has tours with many tourist
destinations throughout Vietnam stretching from North to
South.
By demographics: targeting customers aged 25-30, who have
5. Market Segment
a stable income but no family.
According to behavioral psychology: people who like to
experience discovery, like to challenge their limits, are also
nature lovers and support trends in environmental protection.
Bitour positions itself towards building an image as a brand

that always tries to help customers live in harmony with
6. Other General nature and strives to reduce all harmful impacts on nature and
Evaluation the common living environment on the planet by participate in
animal conservation programs, reduce waste in trips for
tourists and even in the activities of each member of the team.
D. Digital Marketing
a. Advertising objective:
• Attract customers' attention, expand the number of potential
customers, increase the conversion rate from potential
customers to loyal customers.
• Stimulating and promoting the use of Bitour's products and
services in particular and promoting sustainable tourism in
1. Brand advertising general.
b. Advertising forms:
Bitour has promoted its brand image with many different
forms of advertising such as advertising through the press,
advertising by TVC through Youtube channels, Fanpage,
Instagram and Pinterest... In addition, Bitour also uses other
advertising channels.
Page | 36
2. PR articles about the brand
2.1 Brand stories on

forums None
(blog/forum)
Bitour aims to build a sustainable tourism brand, returning to

nature, focusing on the exploration of each person during the
trip.
Some advertisements in the press were made by Bitour during
the period from
From 2020 to 2021:
• Article: "The challenged start-up journey of Founder
BiTour: After 5 years to find the 'profitable area', she has to
'fight' with convenience every day to have a true sustainable
2.2 Media Plan in tourism model" posted On the newspaper Cafebiz on July 15,
the press + PR 2020 introduced Bitour's Founder, Nguyen Ngoc Thu, about
about Founder's the thorny journey to build a strong trekking tourism brand as
brand it is today.
• Article: "Let's listen to untold stories from trekker Tran Dinh
Nhan" published in Saigontiepthi newspaper on May 25,
2020, posted on Bitour's homepage about the process of
becoming a trekking tour guide and help more people live
more active lives.
• Article: "A girl fascinated with sustainable tourism"
published in Tuoitre newspaper on September 17, 2020
introduces Founder Nguyen Ngoc Thu and an inspirational
story about sustainable tourism.
2.3 Media Plan on Facebook:BiTour.vn.

Facebook 65,000 likes, 69 thousand followers
Page | 37
Bitour's fanpage was established on July 20, 2012 and is
focused on promoting communication on this channel by
Bitour. Every day, Bitour regularly publishes articles and
especially photos of customers' trips, emphasizing the
experience and uniqueness of each tour. Each post on Bitour's
fanpage is labeled with the slogan Back to nature-Back to
myself.
Bitour's website focuses on publishing articles providing

knowledge about trekking, sustainable tourism and travel
experiences of customers when coming to Bitour.
2.4 Brand story and • March 28, 2022: First Trekking – Things to keep in mind!
media plan in • July 29, 2021: A journey of a thousand miles begins with
website one step
• July 29, 2021: LOVE NATURE – FRIENDSHIP – VALUE
EXPERIENCE…
And similar posts…
E. Other strong points
• One of the pioneers in providing sustainable tourism

Strong points services in general and trekking tourism in particular.
• Design attractive website interface
Page | 38
• The service combines trekking with environmental
protection, waste minimization, forest protection and positive
value for the community → in line with the current trend:
environmental protection (a popular trend young people
support).
F. Other weakness
• Communication on social networking sites does not have

high engagement like some Facebook posts or YouTube
videos.
Weakness
• There is no comment section on customer experience
reviews (some articles published by the website are
inspirational,but we suppose that they are not objective)
Summary Bitour
Core • Provide many tours with diverse destinations

competencies • Targeting the market niche is sustainable tourism.
• Is a brand with a unique feature when combining tourism

and conservation activities of nature and environment
Competitive • Capturing the trend of tourism to explore, explore and
advantage protect the environment of young people today
• Combine many activities for the community while other
tourism brands do not.
Competitive • Gain a leading position in sustainable tourism by catching

position the trend early (2012)
• Gain accreditation from customers through experience
reviews on Bitour trips
Page | 39
• Create a trend of sustainable tourism, trekking and
discovery, especially the destination Ta Nang-Phan Dung
becomes famous when it comes to trekking.
Strategy to be the leading brand when it comes to sustainable

tourism.
• Committed to closely connecting with the local community
where Bitour visits, joining hands to protect wildlife and
preserve the environment in which we live, especially the
forest.
Positioning
• Freedom to choose the destination, the way to go and the
strategy
experiences that customers want to explore.
• Paying attention to the community where tourists visit so as
not to disturb daily life, change the local culture and
contribute to improving the quality of life in the direction of
natural harmony and environmental protection. their own
habitat.
Brand philosophy None
• Communicating objects:
- Expanding the media audience to reach a wide range of
customers, targeting the younger generations.
- Use a variety of media to easily reach different sets of
customers.
Brand
• Objective: Attract potential customers, increase brand
communication
awareness.
strategy
• Message design: Message content: "Back to nature-Back to
myself" are two messages being implemented by Bitour and
showing its superiority.
Format of messages: on social networking sites, Blogs,
newspapers...
Page | 40
• Media coordination:
- Newspapers
- TVC
- Facebook Posts
Table 3: Bitour Analysis
2.3.2. Itrek
Itrek
1. Website https://itrek.vn/
Head office: 183/39 No Trang Long, Ward 12, Binh Thanh

2. Head office
District, Ho Chi Minh City
address, Phone,
Phone: 035 299 9959
email
Email: support@itrek.vn
B. Brand
1. Logo
Color: green and gray

Brand name and slogan
2. Slogan/message An everlasting memory
4. Mission and • Mission: create a wild nature tourism environment with the
Vision best service.
Page | 41
• Vision: to become the leading company providing a
completely new experience of the leading type of trekking in
Vietnam
• Safety: Safety is the first-factor Itrek puts on when planning,

designing and organizing any tour..
• Quality: bring a whole new experience of trekking in
Vietnam worth going and remembering.
5. Core values • Professionalism: upholding the collective spirit by building
a team of qualified personnel with expertise and necessary
skills to serve customers.
• Sustainable development: propagandize, protect nature and
support local communities to develop their economy.
6. Brand keywords itrek, itrek travel, trekking
• Taking the safety as the number one priority: a team of

professionally trained guides, all tours are carefully surveyed
and designed with a reasonable schedule and minimized risk
factors.
7. Organizational
• Emphasizing authenticity, all tour images are 100% genuine
culture
photos taken with phones, not photoshopped.
• There are always incentives for customers and a
commitment to refund costs if customers are not satisfied with
the tour.
Facebook page 16K likes, 17K followers. Rated 5 stars

8. Awareness
through customer reviews.
As a local travel agency in Ho Chi Minh City, organizing one-

9. Other General
of-a-kind tours that cannot be compared with any other tour.
Evaluation
Strive to offer a unique experience for those who want to
Page | 42
explore jungles, mountains and unspoiled beaches when
visiting Ho Chi Minh City.
• Safety is paramount, so Itrek's tours have been carefully

surveyed, and designed; each guest is bought by Itrek with
travel insurance worth up to VND 60,000,000/person.
• Providing trekking tours associated with wild nature,
exploiting trekking routes with many beautiful scenes,
1. Product strength indigenous experiences.
• The schedule is reasonably built; the information is
transparent and accurate; the food is delicious, hygienic, full
of nutrition and provides full facilities.
• In addition, we also organize camping tours, team building
tours for groups upon request.
• Competitive tour prices, clearly publicized. There are many

2. Price information promotions available.
• Willing to refund the tour cost if you are not satisfied.
• Visitors who want to book a tour can contact via phone

number or inbox via Itrek Fanpage or can receive direct
advice at Itrek's office.
• Irek will advise the customer and check the number of seats,
provide the correct schedule and price for the guest.
3. Sales process
• Deposit 500,000 VND / person, the rest will be paid 7 days
before the tour starts.
• After completing the transactions, customers will be signed
to the Commitment of Safe Tour Regulations and start the
trip.
Page | 43
• Take care of customers after each trip and make a
commitment to refund if guests are not satisfied.
4. Execution time Always welcome
By geographical area: Itrek focuses on exploiting trekking

routes in places with beautiful scenery, rustic, simple, in
harmony with nature to meet the needs of people in noisy and
5. Market Segment
smoggy Ho Chi Minh City.
By demographics: with Itrek anyone can trek! From a 6-year-
old baby, to a U60 uncle.
Organized trekking tours to many places in provinces across

6. Scale Vietnam: Lam Dong, Binh Thuan, Binh Phuoc, Khanh Hoa,
Gia Lai and Binh Dinh.
Itrek has always positioned itself in the minds of customers as

7. Other General a brand of trekking tourism for all ages. As long as you love
Evaluation nature and are determined, each trip will be "a memorable
experience" with new friends on the journey back to the wild.
a. Advertising objective:
• Attract customers' attention, expand the number of potential
customers, increase the conversion rate from leads to loyal
customers.
1. Brand advertising
• Stimulate the process of using Itrek's products and services.
• Increase brand awareness.
b. Advertising forms:
Fanpage Facebook, Instagram
Page | 44
forums None
(blog/forum)
2.2 Media Plan in

the press + PR
None
about Founder's
brand
• Facebook Fanpage: 16K likes, 17K followers, 186 reviews,

rating 5.0*.
• Itrek posts media posts very regularly, an average of 3 posts
a week. The content of the posts revolves around the moments
recorded by customers through their trips with emotional
lines, guestbook lines, or even short stories that have left
2.3 Media Plan on memorable memories for everyone throughout the trip.
Facebook
Itrek's website is the place where the business provides the

most complete information related to trekking tours to help
passengers get the clearest view of the services that Itrek
2.4 Brand story and
provides on the tour:
media plan in
• Trekking Ta Nang - Phan Dung
website
• Trekking Bu Gia Map National Park
• Trekking Ta Giang
...
Page | 45
At the same time, there is also an introduction to the business
and an article that provides useful knowledge when trekking
with Itrek.
3. PR about the
None
Founder's brand?
• Publicity is very clear, transparent about the price and

schedule for visitors to grasp as well as the refund policy
when canceling/changing tours.
• Hygiene when Itrek set up makeshift toilets on the trekking
route and provided visitors with toilet paper and hand sanitizer
Strong points
gel.
• Very attentive to customers when ready to prepare meals on
demand, just informing in advance will be supported.
• Know how to exploit trekking locations with many beautiful
and close scenes.
F. Other weakness
• Website is still quite rudimentary when it is a place where

customers search because they want to know more
information about the business.
• Not promoting communication on Instagram, Youtube.
• Facebook posts are many but do not agree on a common
Weakness
pattern, resulting in fragmented content, making it difficult to
grasp the message Itrek wants to convey.
• The tour only picks up guests from Ho Chi Minh City, so it
is inconvenient for customers in neighboring provinces who
want to participate in the trip.
Page | 46
Summary Itrek
• Itrek's founder team has worked at multinational

Core
corporations with many years of experience.
competencies
• All tours are booked with safety first.
• Reputable company, full business license and travel business

license, website registered with the Ministry of Industry and
Trade.
Competitive
• Competitive prices, ensure customer interests.
advantage
• A completely new form of trekking tourism.
• Combine tourism with sustainable development to create a
good and stable source of income for indigenous people.
Competitive • Gain the trust of customers through trekking experience

position reviews.
• It is promising because this is a relatively new type of
tourism, but the scale is expanding in many provinces and
cities
The strategy of becoming a leading company providing

completely new experiences of trekking in Vietnam with the
Positioning
motto of safety first and competitive price and giving
strategy
customers every trip will be "an unforgettable experience".
memorable experience".
Brand - Expanding the media audience to reach a wide range of
communication customers: "With Itrek, anyone can go trekking!".
strategy - Use a variety of media to easily reach different sets of
customers.
Page | 47
• Objective: Attract potential customers, increase brand
awareness.
• Forms of communication: Facebook, Instagram, Youtube,
Website.
- Youtube videos
- Facebook posts
- Website posts
Communication style is relatively young, reliable, easy to
understand and enough to convey emotions to readers.
Table 4: Itrek Analysis
2.3.3. Thamhiemmekong
ThamhiemMekong
1. Website https://thamhiemmekong.com/
Head office: No. 58, Tran Binh Trong Street, An Phu Ward,
2. Head office
Ninh Kieu District, Can Tho City.
address, Phone,
Phone: +84 292 3 819 219
email
Email: thamhiemmekong@gmail.com
B. Brand
1. Logo
Main color: blue
2. Slogan/message Travel with a local Mekong Delta Explorer
Page | 48
Mission: We take care of every detail from start to finish –
4. Mission and Each Mekong Delta Explorer's Western tour program is an in-
Vision depth theme so that visitors coming to the West can not only
rest but also enjoy themselves. real discovery
With many years of experience, dynamic, enthusiastic and

creative staff, we are committed to bringing unique, quality,
5. Core values and reasonably priced programs. The tours are meticulously
and selectively designed to aim at the true value of a vacation
with the motto "Each journey is a unique experience".
6. Brand keywords Western tourism, Can Tho tourism,
Enterprises build a team of guides who are Westerners, well

understand the places, lands and tourism conditions, capable
7. Organizational
of guiding and introducing to visitors the characteristics of the
culture
Southwest region. in general and river culture in the lower
Mekong region in particular
The website has a lot of visits, according to the data in the last
3 months, there are 81.7 thousand visits in July, 93.6 thousand
visits in August, 84.1 thousand visits in September
In which, subjects aged 18-24 accounted for 34.65%, from 25-
8. Awareness
34 accounted for 40.09%.
See details at:
https://www.similarweb.com/fr/website/thamhiemmekong.co
m/#technologies
Thamhiemmekong has the strength of being a local business,

9. Other General understanding the culture and tourism conditions in the
Evaluation Southwest region, so it can provide new places that non-local
businesses do not have.
Page | 49
• Providing many tours combining many locations in the

Mekong Delta including Can Tho, An Giang, Dong Thap,
linking with many hotels and restaurants to create a diverse
1. Product strength resort tourism ecosystem.
• Having the advantage that the staff is from the West, so it
creates trust from customers and understanding of the culture
and natural conditions here..
• Price is suitable for all services. Mekong offers many special

promotions, helping visitors save better when using the
service
• The tour price includes all services during the experience
without incurring costs and is updated regularly and clearly on
the official website
• For each different age, the price will change to suit
• Provide tour prices according to groups of guests, diverse
groups from small groups (4-5 people) to more than 20 people
• On holidays, tour prices will increase by 10-20%
• Visitors can register for the tour directly at the office or

register online by phone, email, fax
• Each tour, visitors will be advised by experienced and
knowledgeable people in that locality
• Tours need to be registered 10 days in advance for groups
3. Sales process and 5 days in advance for individual guests. Tours with air
travel need to be booked earlier
• The company will confirm the customer's registration
program in writing through a contract, email, or fax with a
specific program, specifying the technical details to meet the
needs of the same customer. clearly state which requirements
Page | 50
cannot be fulfilled. Customers who receive travel tickets
(individuals) or request to sign a contract with the final
arrangement program (group guests) will be considered as an
agreement between the two parties.
• The service requested after the trip must be performed by
tourists after the war is gone for no more than 30 days:
Including information related to the service, service attitude,...
Always available for all hours and respond to other requests

4. Working time
within a few working hours
By geographical area: the brand is aimed at tourists both

inside and outside the Southwest region, especially southern
tourists who are interested in resort tourism in the West River.
5. Market Segment By demographics: targeting customers aged 24-35 (shown in
the age of accessing the website mentioned above), this is the
age of customers who have income and are married (after 30),
want to go on vacation, relax with relatives.
• Enterprises exploit every nook and cranny, scenic spots in

the locality and the Western region. In addition, we provide
tours to the western islands, seasonal tours, and tours to the
Northwest of Vietnam
6. Scale
• Mekong is diverse in all of its tours when giving visitors the
freedom to choose destinations and ways to experience in
their journey. Built according to the interests of visitors who
want to explore
The brand has the strength of regional familiarity, aiming to

7. Other General
serve customers aged 25+, simplifying the ordering process by
Evaluation
publicizing prices and itinerary information, and providing a
Page | 51
comfortable experience . Provide many tours for many needs:
group travel, solo, family,...
The brand only has a website as a place to provide all

1. Brand advertising
information and promote its services

forums None
(blog/forum)
Thamhiemmekong.vn is the media site Toplist.vn - a website

2.2 Media Plan in specializing in researching and creating the Top Top in all
the press + PR fields. Evaluate and objectively rank reputable brands, quality
about Founder's products, as well as the best services across the country.
brand Evaluate and rank the top 5 in the most prestigious travel
companies in Can Tho.
Thamhiemmekong.com's Facebook page is "Mekong

Exploration Travel" with 629 likes and 680 followers. This is
a page that was established in 2019, but Mekong has not
really focused and advertised for the brand on this social
networking platform. In recent years, the brand has begun to
2.3 Media Plan on have a transformation when promoting more communication
Facebook on Facebook, the frequency of posts is gradually denser. The
content of the articles mainly records the journeys of tourists,
memorable activities, and images associated with the cultural
and culinary characteristics of the West, which have attracted
people. read and evoke in them the desire to explore the
experience of the West of this river.
Page | 52
On the Mekong website, there are many articles published by
the natives of the West who are knowledgeable and have a lot
of travel experience in the West, describing beautiful scenes
2.4 Brand story and
and providing useful information such as means of
media plan in
transportation, Standard hotels in the West, places to visit in
website
the West, dishes not to be missed, or specialty souvenirs
should buy? This will answer visitors' concerns and make
them feel more interested and want to experience more.
3. PR about the
None
Founder's brand?
• Prices are clearly displayed, trip information including

location, how to go, fee included in the ticket or not, time to
visit each location, how different tickets for adults and
Strong points children are Details are disclosed on the company's website.
• The website provides many articles describing famous
landmarks in all western provinces. Has a high reference
value for tourists when they want to book a tour.
F. Other weakness
• Not promoting promotion on social networking platforms

such as Facebook, Instagram
• Not mentioned much in the media
Weakness • The website interface is not attractive, still quite simple, not
attractive to young people
• Websites, social networking sites do not open trip reviews
for visitors' reference
Summary Thamhiemmekong
Page | 53
• Experienced staff, knowledgeable about western tourism and
culture. Thamhiemmekong has focused on designing
Core reasonable and meticulous western river tours. Towards the
competencies motto "Every journey is a unique experience"
• Get the attention, experience and evaluation of visitors to
focus on developing quality tours in the western river region.
Competitive • Knowledge of the Southwest region

advantage • Combine many cross-provincial tours in the Western region
Competitive
It is a famous travel agency in the western region.
position
Positioning
There is no clear brand positioning strategy
strategy
Brand There is no brand communication strategy, only the website

communication allows booking tours. No facebook, instagram or other media
strategy sites.
Table 5: Thamhiemmekong Analysis
2.3.4. Dala Travel
Dala Travel
1. Website https://dalatravel.vn/
2. Head office Office: 82 Phu Dong Thien Vuong, Ward 8, Da Lat

address, Phone, Phone: 0929 6868 92
email Email: contact@dalatravel.vn
B. Brand
Page | 54
1. Logo
Main color: green, white
2. Slogan/message Experience in Dalat is so different
Mission: Dala Travel with the mission of bringing different

travel experiences when blending with the nature of Da Lat.
4. Mission and
Vision: Become the leading symbol of trust in
Vision
products/services in Đà Lạt to contribute to bringing the Dalat
brand to the world
• Preserve the most natural beauty of Da Lat and bring a new

breath of Da Lat to visitors
• Serving the tour with love for the profession, ethical spirit
and standard attitude.
5. Core values
• Ensuring the legitimate interests of visitors are put on top
• Taking care of the smallest things to create peace of mind
and comfort for visitors
• Satisfied visitor experience is our reward
6. Brand keywords trekking Đà Lạt, Experiential travel
• Accurate information – honest

• Clear and reasonable costs
7. Organizational • 100% implementation according to plan
culture • Handle the situation in the direction of protecting the
interests of customers
• Always have gratitude gifts for loyal customers
Page | 55
8. Awareness 35k Likes, 38k followers và 90 Positive reviews on facebook
Dala Travel is a unique travel brand with a variety of

9. Other General experiences: trekking, camping, tours, teambuilding,... .
Evaluation Desire to bring visitors to Da Lat to be immersed in nature,
feel a colorful Da Lat.
• Providing many forms of experience in Da Lat from

trekking, camping combined with sup boating,...
• Exploiting well the tourism strengths in Da Lat is a famous
place: cool climate, diverse terrain, good ecosystem, owning
1. Product strength
many beautiful scenes,...
• The schedule is clearly scheduled, the information is
transparent and accurate, the food is delicious, hygienic, full
of nutrition and provides full facilities.
• Reasonable prices on tours. The price includes all services

during the experience
• When customers make a reservation, they will deposit 50%
to be sure to keep the tour. When there is an unexpected
event, you notify Dala 5 days in advance. Dala will refund or
keep the deposit (for the next installment) for you. In case of
force majeure such as epidemics, natural disasters, Dala will
refund or keep the deposit without time limit for customers.
The remaining amount you will pay with the tour guide after
the tour ends
• Customers are advised about tours through the main website

3. Sales process
phone number or text message.
Page | 56
• Customers book tours via phone number and deposit 50% to
keep the tour, or can book directly through the office in Da
Lat.
• After the experience, the customer will be taken care of and
evaluated his experience
Dala Travel always available for all hours and respond to

4. Execution time
other requests within a few working hours
By geographical area: Dala fully exploits places with

beautiful scenery and is suitable for travel experiences in Đà
Lạt. Combine many types of terrain from mountains, forests,
5. Market Segment rivers, lakes.
By demographics: Dala is always aimed at all audiences who
have the desire to experience. The tours are usually aimed at
groups of friends who want to make memories,...
The tours are concentrated in Da Lat, in addition, they also

6. Scale organize tours related to Da Lat, typically the famous Ta Nang
- Phan Dung road.
Dala Travel introduces more widely the form of "experience

tourism". As a young and pioneering unit in the Dalat
experience tourism industry, Dala Travel has provided many
7. Other General
reasonable tours and exploited the strengths of the landscape
Evaluation
and terrain of Đà Lạt. Dala Travel always takes customers as
the focus of development, takes satisfaction as the business
criterion.
1. Brand advertising Advertising forms of Dala Travel:
Page | 57
• Fanpage facebook, Youtube channel, Instagram and TikTok
channel
• As a partner with companies on hotel booking, booking
airline tickets towards Đà Lạt

forums None
(blog/forum)
2.2 Media Plan in

the press + PR
None
about Founder's
brand
Dala Travel's facebook page is "Dala Travel - Dalat

Experience & Discovery Tour" Currently achieved: 35k likes,
2.3 Media Plan on 38k followers and 90 reviews.
Facebook Dala's facebook page regularly posts articles that are told in
the form of stories during the trip through images of the
experience during the trip of the backpackers.
Dala's website regularly posts articles sharing interesting

2.4 Brand story and journeys that have accompanied customers, useful tips when
media plan in participating in adventure tours in Da Lat and at Dala travel.
website The articles are invested very carefully and from the
perspective of sharing by experienced people
3. PR about the
None
Founder's brand?
Page | 58
• Dala has a brand identity, a way to design images that are
attractive and beautiful, highlighting the beauty of Da Lat.
Make an impression on people who want to travel.
Strong points • Dala leaves a deep impression on customers by organizing
fun trips, creating closeness to people
• Dala with poetic beauty, diverse landscapes is a great
advantage when exploiting experience tourism
F. Other weakness
• Dala tours are departed and picked up only in Da Lat city,

guests in other provinces must be self-sufficient to the pick up
point
• The focus tour is a short and medium tour (during the day, 2
Weakness
days and 1 night), so in each trip, you can't explore many
places because focus on teambuilding, camping activities.
• The website has 2 languages English and Vietnamese, but
the English version still has Vietnamese errors
Summary Dala Travel
• Taking customers as the focus of development, always

Core listening to customers' opinions to build better tours
competencies • Exploiting geographical strengths in Da Lat to build a
reasonable tour
• New trekking tours combining boating and camping are

attracting many people's interest
Competitive
• Da Lat is a famous destination, already in the subconscious
advantage
of many people when they want to find a tourist destination to
explore
Page | 59
Competitive • Many positive reviews on facebook page after experiencing
position the trip
• A new and diverse form of tourism that can only be
exploited well in Da Lat
Strategy to become the leading brand in the field of

"experience tourism" in the country in general and tourism in
Da Lat in particular
• Always build a variety of experiences in every trip from
Positioning camping, sub boating, trekking, teambuilding
strategy • Always take the customer as the focus for development, put
the customer's experience first
• Towards building good memories and meaningful stories
during the experience at Dala Travel. Focus and mental
factors, fun, go hand in hand when it comes to trips.
- Expand the media audience to reach a wide range of
customers, especially young people, groups of friends who
want to make more memories together.
- Media posts focus on emotional factors, each post is a happy
memory when experiencing together.
Brand
• Objective: attract potential customers, increase brand
communication
awareness.
strategy
• Forms of communication: Facebook, Instagram, Youtube,
Website.
• Media coordination:
- Youtube Videos
- Facebook, Instagram posts
- Blog post on Website
Page | 60
Communication style focuses on happy and unforgettable
memories of customers achieved after experiencing the trip.
Table 6: Dala Travel Analysis
2.4. Media review

2.4.1. Marketing strategy
2.4.1.1. Product strategy
Angiangtrek is an enterprise specializing in providing trekking tours in An Giang.
Although An Giang is a land of geniuses, its tourism potential has not yet been
discovered, along with a new form of trekking tourism that has only appeared in recent
years. Since then, Angiangtrek is proud to be the first enterprise in Vietnam to provide
this new product and service, in line with the needs of the target customer group that the
business has launched. At the same time, new tours are constantly offered in seasons or
festivals to meet the needs of visitors throughout the year.
2.4.1.2. Pricing Strategy
Since the business has just been established, targeting middle-income customers, it
will initially apply a market penetration pricing strategy to attract a large number of
customers, compete on price, and help patrons. belonging to the brand, then gradually
raise the price. The price that Angiangtrek offers will be lower than that of travel
agencies that provide trekking tours to Da Lat, but there is not much difference because
the psychology of customers will choose cheaper tours because they think it is a bit more
expensive. no difference either. However, if the difference is too much, customers will
easily have a "you get what you pay for'' mentality and choose a tour with a higher price.
Especially in the low season, businesses will apply many preferential policies to attract
tourists; In the delivery season, communication will begin to be promoted, and in the
peak season, prices will be pushed up to the highest level and there will still be
promotions to stimulate demand.
2.4.1.3. Distribution strategy
In addition to the traditional channel as a travel agent, Angiangtrek also has an
online distribution channel to bring tourism products to a wider customer market.
Customers can find tours of Angiangtrek and book tours through the website:
www.angiangtrek.tk
Page | 61
2.4.1.4. Promotion strategy
The development of technology brings a lot of necessary information and certain
convenience to customers. The combination of promoting products in the traditional way
and promoting online is a very effective trend. The company has carried out many
activities in popular communication channels such as Facebook, Instagram, Landing
Page, and Seeding through things such as posting, interacting, and direct marketing via
Email to promote communication activities to launch products. new tourism products.
In addition, Angiangtrek also implements many good promotions and incentives for
customers.
2.4.2. Owned media channel
Up to now, Angiangtrek owns 5 communication channels to promote sales
activities such as: Fanpage, Instagram, Landing Page, Email Marketing, and Forum
Seeding. The number of people who like the page or follow the page has not yet reached
the target that the business wants because it has just been launched as well as the target
customer group that the business aims to account for a few. However, it can be seen that
the interaction on the media channels is quite good; the posts have reached many people.
Angiangtrek has gradually acquired a number of potential customers interested in the
business' trekking service. Through communication channels, businesses also have
information on target customers to be ready to introduce and promote new images and
products of Angiangtrek in the future.
2.4.3. Staff
Angiangtrek is a newly established business; the leadership team is full of young
people, so they do not have enough experience. However, Angiangtrek's staff all have a
youthful, dynamic, creative and passionate energy in them. They take part in regular
training classes and skills training not only to gain experience but also to ensure safety
and effective customer care. The positions, departments and personnel are adequate to
serve the activities of the business. Because the size of the business is quite small, when
it comes to staffing problems, it is necessary to outsource it to ensure the time and
complete the plan on schedule. With the youth of Angiangtrek, the future promises to
bring more explosive campaigns and quality products and services than ever before.
Page | 62
CHAPTER III: OVERVIEW OF THE COMMUNICATION PLAN
3.1. Campaign overview
3.1.1. Media ideas
3.1.1.1. Idea analysis
The idea is built based on the potential development of sports tourism, specifically
trekking tourism. The COVID-19 pandemic has changed the tourism trend in Vietnam;
besides popular sports tourism, discovery tourism, experience tourism, and conquering
wild nature are also gradually approaching the general public. Vietnam, with its mostly
mountainous terrain, unspoiled caves, many famous national parks, and long coastline,
has become a new destination, attracting many trekking enthusiasts.
An Giang is currently considered the province with the most potential for tourism
development in the Southwest region. Recently, An Giang has also started to organize
sports tourism activities, especially trekking tourism at Cam Mountain. Through this,
Angiangtrek will boost media activities to promote existing trekking tour products aimed
at bringing An Giang closer to tourists, as well as proposing new destinations for
trekkers. Simultaneously, Angiangtrek also combines promotional activities to stimulate
the shopping needs of customers.
For the target customer group, communication is aimed at increasing awareness to
highlight the values and strengths of the brand.
For potential customers, the first thing is to create their needs through promotional
activities and sharing, creating content to stimulate curiosity. As a result, customers will
have a closer look and gradually approach the brand.
3.1.1.2. Idea list
- Introduce and promote Angiangtrek's existing trekking tour products.
- Share beautiful pictures and videos about An Giang to attract customers' attention.
- Recommend suitable tours for each time.
- Share entertaining, fun posts about trekking.
- Join tour groups on social networking sites to promote products and call for
interaction.
- The posts share travel tips to disseminate knowledge and interesting things about
trekking tourist destinations in An Giang to stimulate the curiosity of customers.
Page | 63
- Stimulate travel-related debates through posts at groups and forums.
- Apply communication channels to launch and promote Angiangtrek's "New trip
- New year - New me" campaign.
- Provide incentives through minigames with customers to enjoy and receive
rewards, ask players to share, comment hashtags and tag friends to increase visits.
- Sharing of customers when experiencing trekking tour products in Angiangtrek.
3.1.1.3. Concept bulding
- Brand Slogan
With the slogan "Angiangtrek - Trek mọi cung đường", Angiangtrek wishes to
bring customers interesting experiences through trekking tours that the business
currently has. In addition, Angiangtrek also wishes to be able to bring An Giang closer
to tourists, and propose new trekking destinations for tourists in general and trekkers in
particular. Through this, it contributes to creating a name for the brand as well as
enhancing An Giang's position on the map of Vietnam.
- Products and services
In this media campaign, Angiangtrek promotes the quality of tour products in order
to provide the most meaningful experience to customers. Besides, Angiangtrek also
always updates and shares stories, trips, travel tips, etc. to disseminate knowledge,
arouse curiosity, and build a dedicated staff of consultants for customers.
- Value and Satisfaction
Customers always want to get the most out of their product experience for the
money they spend. Therefore, Angiangtrek ensures to always provide customers with
trekking tour products at affordable prices.
- Exchanging, trading và relationship
Through the provision of trekking tour products, Angiangtrek will also build long-
term relationships that contribute to creating sustainable value for the business through
customer-friendly activities.
- Market
The market for this campaign will take place through the 5 media channels that the
business is currently using. Most are communication activities, buying and selling,
exchanging and consulting customers.
Page | 64
3.1.1.4. Campaign proposal
Through this, Angiangtrek has been launching the campaign "New Trip - New Year
- New Me", the specific content and plan of the campaign will be presented in detail in
the following sections.
3.1.2. Campaign message and target audience
3.1.2.1. Target audience
The campaign "New Trip - New Year - New Me '' is aimed at millennials who are
planning to travel in the near future and love trekking to An Giang province. Above all,
Angiangtrek will focus on the customers that Angiangtrek targets, who are people
starting in the Y generation, from 25-30 years old, living mainly in Ho Chi Minh City.
They are the benchmarks for Angiangtrek to decide to launch the "New Trip - New Year
- New Me '' campaign this time.
3.1.2.2. Campaign message
The campaign "New Trip - New Year - New Me '', with the message "Strange in
the sight, new in the soul", the trekking journey with Angiangtrek not only brings new
landscapes to dear trekkers but also brings new experiences. reflection for the trekkers
themselves. Go not only to relieve, to experience but to understand yourself, to immerse
yourself in your own journey. “New” “Strange '' will be the things that any trekker will
utter with the journey of accompanying Angiangtrek to go all the way in An Giang
province.
About New Trip, it is not simply a new trekking journey in An Giang province, but
it is also a message of the brand that wants to send to everyone that Angiangtrek is
always proud of being a pioneer brand specializes in providing trekking tours in An
Giang province in general and the southwestern provinces in general, where the image
of "river" has been subconsciously attached, few people can think of doing these thing
that trekking trip through the mountains.
About New Year, the implementation phase of this phase takes place during the
New Year's Eve 2023, so the "New Year '' phase is not simply a New Year's wish from
Angiangtrek but also a good message for the New Year. brand's target customers. "New
Year '' is the image for a new beginning, the beginning of a new year, all negative things
disappear, the beginning of a more positive new year, the beginning of a new and better
Page | 65
journey. The journey here is not only an encapsulated journey through the new year, but
for Angiangtrek's target customers, "adult toddler" who are wearing the youthful cover
of Generation Z must transform themselves into a new world. The new generation is
more mature. In addition to wishing the new year everything goes well, Angiangtrek
would like to send more wishes to the trekkers who have entered a new generation.
Although the pressure is new and heavier, always be strong and confident first.
About New Me, stepping into the journey of adulthood can be full of surprises and
pressures. Pressure because of burdens because of thinking for future; recovered with
fleeting youth memories that have not yet been able to hold onto. Angiangtrek just
wanted to say that no matter what, Angiangtrek will always accompany the trekkers on
their journey of self-changing. With Angiangtrek trek all the way in An Giang to be able
to see your new self, a young and enthusiastic adult.
Throughout the campaign, the words "new," "strange" will appear frequently.
"New" in this context refers not only to a new campaign, but also to a new brand, one
that not only offers tours in a new format in An Giang, but also new in the customers
themselves.
3.2. Executing method
The campaign "New Trip - New Year - New Me" will be conducted on 5 media
channels Facebook, Instagram, Seeding, Gmail and Landing page. These are also the 5
channels that the brand currently uses to communicate the brand.
3.2.1. Reason to choose
Figure 10: Leading social media platforms in VietNam in Q1 2021, by generation
Page | 66
Facebook: According to Statista's survey of the most used social networking
platforms in Vietnam by generation in the first quarter of 2021, Facebook leads the way
with a large number of users in generation x, y and z. with more than 90% with all 3
generations. Especially the Y gene when this is the social network they use the most in
Vietnam. With the potential to reach a wide range of customers who are Gen Y and
potential customers in the future are Gen Z, Facebook will be a powerful communication
channel in line with Angiangtrek.
Instagram: is an application for sharing images and short videos on social
networks, Instagram attracts a large number of people who love the content transmitted
through beautiful images and videos. For a trekking business like Angiangtrek,
promoting the scenery of An Giang and the wonderful route will be extremely suitable
for platforms like instagram. In addition, according to a survey of the most used social
networking platforms in Vietnam by generation in the first quarter of 2021, Instagram
still accounts for a high percentage of Gen Y generation, surpassing the strong and
powerful platform popular today is Tiktok.
Seeding: Seeding activity is a traditional method that any communication activity
can apply to increase the stimulation of experience and customer's confidence in the
products and services that the business offers. supply industry. For Angiangtrek - a travel
service provider, the experience is what customers expect the most. Seeding is the most
effective way to increase trust. With the way it works on multiple platforms, everywhere,
the benefits of seeding are not small.
Landing Page: For businesses providing tourism services like Angiangtrek,
providing complete information about the service as well as about the business's
communication and advertising campaigns to help customers easily follow, register and
access more reliable and accurate information. With each campaign, the Angiangtrek
will promote tours suitable to the crop and weather conditions of the year through the
campaign landing page channels.
Email: Gen Y are people of work, so Email is an indispensable address for this
customer file. So building email marketing will be easier to reach them during the time
when they are not exposed to social networks. In addition, personalization via email will
Page | 67
create a feeling of closeness, helping businesses better understand their needs, thereby
building a good relationship between customers and businesses
3.2.2. Tools to support
- Google campaign: Run Google Adwords ads for keywords related to Angiangtrek
with slogan and related keywords: "Angiangtrek - trek all roads"," New trip - New year
- New me",...
- Facebook Ads: Make ads for facebook posts about suitable tours in the campaign.
The tool will reach people interested in travel and trekking during this time.
- Google Analytics: A tool for measuring websites and landing pages owned by
Angiangtrek. Analyze and provide reports to assist businesses in making decisions as
well as upcoming promotion strategies.
- Marketing Automation: conduct mass emailing through some Mailchimp tools,
or Marketing Automation systems.
- Support to create landing pages and web: are pages that bring information near
the product to customers. In the first stage, the company can create a website on ready-
made support pages with rich templates such as ladipage.vn, googlesite,...
3.2.3. Estimated budget
Content Quantity Budget Total cost
Phase 1: New Trip
Content for 18 media articles 10 500.000
Build 3 short videos on social media

platforms 3 500.000
Build a landing page for the campaign 1 4.000.000
Email marketing and buying customer 29.100.000

data 2 3.000.000
Facebook ads for 2 media posts 2 4.000.000
Hire a seeding service 1 400.000
Minigame gift 3 500.000
Page | 68
Discounts on tours at the end of the
year 4 16.000.000
Upgrading to the sales page

maintenance 1 200.000
Phase 2: New Year
Facebook ads for 2 media posts 2 4.000.000
Discounts on famous tours 3 12.000.000
Maintain and maintain the landing

page for the campaign 1 200.000
21.350.000
Email marketing and buying customer
data 2 4.000.000

Phase 3: New me
Facebook ads for 1 media post 1 2.000.000
Offers for tours 5 15.000.000
Email marketing and buying customer

data 2 4.000.000 22.850.000
Gift for Challenge "Hành trình của tôi" 3 500.000

total cost 73.300.00
Page | 69
Risk forecasting: 10% 7.300.00
Total budget for the

campaign 80.630.000
Table 7: Estimated budget
3.3. Execution plan

3.3.1. Overview of the implementation plan
TRIGGER: NEW ENGAGE: NEW PURCHASE: NEW

TRIP YEAR ME
1. Time 24/10/2022-7/12/2022 8/12/2022-04/1/2023 5/1/2022- 5/2/2022
2. Target Launching the brand Attract target Call to action from

on multiple platforms, customers who are customers by
introducing the brand interested in trekking encouraging them to
to target customers. tourism and especially book a tour.
in the upcoming New
Year.
3. New trip means a new New year means a New me means a new
Message journey that brings new beginning, when version of yourself
many new experiences people "recharge" the after the "new trip" on
and discoveries. spirit for new plans in the occasion of the
Hashtag: the future. "new year", becoming
#Angiangtrek Hashtag: a positive, energetic
#Trekmoicungduong #Angiangtrek and experienced
#Newtrip #Trekmoicungduong person.
#Newjourney #Newyear Hashtag:
#NewTripNewYearNe #Newplan #Angiangtrek
wMe #NewTripNewYearNe #Trekmoicungduong
wMe #Newme
Page | 70
#Newversion
#Newexperience
#NewTripNewYearNe
wMe
4. Main - Posting media - Post specific - Post New Year's

activities articles introducing introduction of tours greetings.
culture and people in in January. - Send promotional
An Giang including: - Introducing the emails for tours
cuisine (introduction shrine of the princess - Post media articles
of food), culture of Sam mountain and about the series of
(introduction of the legends around her gratitude programs
pagodas) and some - Introducing religious (about 5 articles).
humorous posts on places not to be - Send marketing
tourism topics. missed. emails to customers
- Video reels - Create 2 Landing about the series of
introducing trekking Pages: 1 page to post gratitude programs,
locations and scenes business information calling for people to
- Create 2 Landing and order, 1 page buy (about 4 emails).
Pages: 1 page to post designed specifically - Seeding on groups,
business information for Tet promotion. forums
and order, 1 page - Send an email to
designed specifically announce tour
for Tet promotion. promotion.
- Create a new landing - Combine seeding on
page designed groups, forums.
specifically for the
Lunar New Year 2023
- Search customer data
for email marketing.
Page | 71
5. Facebook, Landing Facebook, Landing Facebook, Landing
Deploym Page, Email Page, Email Page, Email
ent Marketing, Forum Marketing, Forum Marketing, Forum
channel Seeding, Instagram Seeding, Instagram. Seeding, Instagram
6. Facebook Ads, Truyền Facebook Ads, Truyền Facebook Ads, Truyền

Support miệng, Google miệng, Google miệng, Google
tools Analytics, Mailchimp. Analytics, Mailchimp. Analytics, Mailchimp.
Table 8: Overview of the implementation plan
3.3.2. Detailed execution plan

3.3.2.1. Facebook
a) Brand story
From a wild land, far from the city, from an underdeveloped land with the main
source of livelihood from agriculture, to a destination not to be missed when it comes to
Western tourism. In that development and transformation journey, the people of An
Giang in particular and the West in general have tried their best to build An Giang into
a rich and rich land.
Angiangtrek wishes to become a part of that construction journey, introduce the
beauty of the Southwest area and An Giang to visitors, and at the same time become a
guide, taking them to peaceful lands and away from the hustle and bustle of the city.
b) Overview of Fanpage Angiangtrek
Figure 11: Angiangtrek fanpage
- Main colors on fanpage: green, yellow, white
Page | 72
- Content motif: positive, mature
+ Professional: 70%
+ Fun: 30%
- Images used: Real images of the scene in An Giang, with brand logo on each post
- Angiangtrek will publish posts mainly in the time frame from 11am - 13h and 20h
- 23h.
c) Objectives
Long-term goals
- Create brand awareness
- Building the image of Angiangtrek as a brand that provides unique and novel
trekking services. As a leading brand in the field of experience tourism, sustainable
tourism in An Giang in particular and the Southwest area in general. These are the
provinces that have imprinted in the minds of customers the image of rivers that cannot
go trekking.
- Created a trekking trend, An Giang and Southwest tourism trend, making An
Giang a tourist destination with a place for people of Gen Y who love and want to travel.
Short-term goals (3 months campaign New trip - New year - New me)
- The New Trip - New Me - New Year strategy includes 3 phases (Trigger, Engage,
Purchase) of the short-term campaign towards the Lunar New Year 2023 with the big
idea of "New trip, new year, new me" and key message (common message of the
campaign) “Strange in sight, new in soul”.
- Objective: Angiangtrek is the first choice when it comes to western travel,
trekking and mountain climbing. Tourism that combines spirituality with visiting
temples in early 2023. We want to send an image of a brand dedicated to customers,
always accompanying and understanding them.
d) Long-term plan (5-10 years)
In the long term, Angiangtrek wants to affirm its position in the minds of customers
as the first pioneering brand specializing in providing trekking tourism services in the
southwestern provinces in general and An Giang in particular. Positioning itself as a
reputable and dedicated travel service provider brand to customers.
Page | 73
Regarding products, Angiangtrek will continue to promote trekking tours in An
Giang because this is the place of the brand’s first step. In order to attract more
customers, the brand will also create tours to suit different periods of the year, such as
the Tet holiday, which will promote and add trekking tours with visits to temples in An
Giang. Not only in An Giang, when there is enough capital to develop, Angiangtrek will
try to develop more trekking tours through other provinces of the Southwest to increase
the diversification of tours.
Loyal customers of Angiangtrek still focus on the age group of 25-30 years old,
but the location will be expanded to the whole Southern area, not focusing on Ho Chi
Minh City.
Currently, the marketing team currently has 5 people and the frequency of posting
usually falls on 2-3/week. Angiangtrek strives to develop the brand as well as promote
human resources to help plan effective communication, retain customers, and post
frequency to be more effective.
e) Short-term plan
Phase Trigger Engage Purchase
26/10/2022 -
Time 8/12/2022 - 4/1/2023 4/1/2023-5/3/2023
7/12/2022
Attract target
Brand customers who are
Promote communication
communication interested in trekking
Goals to drive customers to
campaign, trekking tourism and especially
convert
to target in the coming new
year.
Guide, tips on what to Share useful posts you

General Professional, focus do at the beginning of will receive when
content on brand the new year or travel trekking during Tet, share
orientation recognition at the beginning of the customer experience
year. photos.
Page | 74
Series of posts
New year tour
Key Hook introducing tour Challenge "My Journey"
promotions
and An Giang
Frequency 2-3 posts/week
Support Seeding, Facebook Seeding, Facebook Seeding, Facebook Reels,

channel reels reels, Promotion Promotion, Challenge
How many posts: How many posts: 14 posts

How much posts: 8
12 posts Number of people
posts
Number of people reaching Facebook Page:
Number of people
reaching Facebook 10000
reaching Facebook
Page: 5000 Facebook Page Visits:
Page: 8000
Facebook Page 4800 times
Facebook Page
Visits: 2000 hits Number of people
Visits:3000 hits
KPI Number of people reaching the post: 9600
Number of people
reaching the post: Facebook Page
reaching the post: 7200
4000 Followers: 600 followers
Facebook Page
Facebook Page % number of target
Followers:: 400
Followers: 300 customer in followers:
followers
followers 82%
% target customer in
% target customers Number of conversions:
followers: 75%
in followers: 70% 120
Table 9: Timeline plans to deploy communication plan on Facebook channel
f) Job assignment
Members Main tasks
Distribute the work

Evaluate the final report
Le Thi Hong Xuan (team leader)
Come up with post ideas
Master Planner
Le Bui Quynh Nhu Seeding
Page | 75
Come up with idea seeding
Come up with post ideas
Evaluate the final report

Nguyen Ngoc Tham Come up with idea seeding
Track progress
Be responsible for technique

Hoang Ngoc Thao Duyen Mainly create videos
Come up with idea seeding
Support seeding
Pham Ngoc Tram Come up with idea seeding
Technical support
Table 10: Job Assignment
g) Detailed post
Phase Time Content
23/10/2022 Updated the brand's profile photo.
26/10/2022 Introduced the brand slogan
Post introduction of 3 tours (5 tours) of

29/10/2022 Angiangtrek: including a tour to Cam mountain,
PHASE 1:
Melaleuca forest and Sam mountain.
TRIGGER:
NEW TRIP Introduce the remaining 2 tours including the tour
2/11/2022
24/10/2022- to Ta Pa pagoda and to Can Tho.
7/12/2022
Introduced the campaign “New trip - New year -
8/11/2022
New me”
11/11/2022 Video reels “An Giang is a land of dreams”.
16/11/2022 Funny post: meme and life ambitions.
Page | 76
Video reels “Sometimes I just want to give up all
17/11/2022 my sadness and go back to An Giang to relieve
everything”
19/11/2022 Video reels Trekking An Giang, why not?
What's in this trekking post: introducing activities

22/11/2022
when going trekking.
Video reels “Being attracted by the mystery of An

23/11/2022
Giang”
Posts and video reels: introducing local food when

24/11/2022
coming to An Giang
28/11/2022 Funny post: “How much is friendship worth?”.
Funny post: Tabloid: The reason why girls now

30/11/2022
flock to An Giang to look for a boyfriend.
8/12/2022 A story of a customer when he booked Angiangtrek
The post introduces Ba Chua Xu Temple and the

10/12/2022
legends about her.
12/12/2022 Funny post: Me with travel plans (Tet meme)
GIAI ĐOẠN 2: 14/12/2022 Travel tips for trekkers.

ENGAGE:
8/12/2022- Tips for choosing a tourist destination at the
19/12/2022
04/1/2023 beginning of the year for those who love to explore
21/12/2022 The first tour of the year.
Festivals and temples held in An Giang when Tet

22/12/2022
comes
Page | 77
24/12/2022 Merry Christmas post.
26/12/2022 Promotion tour at the beginning of the year.
31/12/2022 Countdown Happy New Year.
3/1/2022 Posts for tours in January.
1/1/2023 Happy New Year post.
Promotional post collapses the floor for tours

5/1/2022
booked in advance of the Lunar New Year
7/1/2023 New Year's Eve countdown post.
9/1/2023 Tet don't need to think, let’s choose Angiangtrek.
13/1/2023 Spring in An Giang’s village.
The staff's sharing about the past year. Promises to

15/1/2023
be more energetic in the new year.
GIAI ĐOẠN 3:
17/1/2023 Start a new year, start a new journey.
PURCHASE:
NEW ME Contemplate the memorable moment at the end of
19/1/2023
5/1/2022- the year in An Giang.
5/2/2022
21/1/2023 New Year's Eve in An Giang.
22/1/2023 Happy Lunar New Year.
25/1/2023 New Year's Day.
27/1/2023 Challenge "My Journey".
Start the first "step" of the year, the beginning of

29/1/2023
the new year.
31/1/2023 Notice that there are 3 days left of the offer.
Page | 78
3/2/2023 Announce challenge results.
Announcement of the end of the campaign, thank

5/2/2023
the trekkers for their interest.
Table 11: Detailed post list
3.3.2.2. Instagram
Although both are social networks, the style of Facebook and Instagram will be
slightly different. Therefore, Instagram posts will have the same content as Facebook
channel posts but simplify the content, focusing only on images to reach customers in a
different way.
a) Objectives
Long-term goals
• Increase brand awareness.
• Building the image of Angiangtrek as a travel unit specializing in providing
trekking tours to An Giang, developing towards quality and sustainability.
• The brand will have a place in the minds of customers when it comes to An Giang
tourism, trekking tourism.
Short-term goals
With the campaign "New trip - New year - New me", we want customers to know
the brand. Angiangtrek will be the first choice when it comes to An Giang tourism,
trekking tourism. And more than that, it is a travel unit that also has a variety of tours
such as trekking tours combined with spirituality, suitable for the needs of many people
on Tet holiday.
Measurable goal:
In the long term:
• Reach 100k followers, 10k hits/a post.
• The average number of comments and responses on posts is 500 - 600 times/post.
• More than 5000 likes/posts.
In short:
With this campaign, Angiangtrek wishes:
• The number of followers will increase by 500 times.
Page | 79
• Average 100 hits/post.
• The reel will reach over 500 people who do not follow the page.
• The number of people who like the article is more than 50/post.
Goals
• Shaping customers' minds about Angiangtrek, increasing brand awareness.
• Many customers after booking Angiangtrek will recommend it to their relatives.
• Create trust for customers and are always appreciated when mentioned.
b) Implementation
Long-term plan
With its strong and rapid spread, the communication on both Facebook or
Instagram will reach many people. 's plan to implement a long-term or short-term
Instagram campaign Angiangtrek has many similarities with Facebook. However,
businesses will prioritize Facebook to share the campaign process, information about
tours and offers. Meanwhile, Instagram will reach customers through beautiful photos
and videos about the beauty of tours. Businesses will focus on investing in unique
images and videos, thereby creating a feeling of wanting to have a real experience for
customers.
Short-term plan
Time 26/10 - 7/12/2022 8/12/2022 - 4/1/2023 4/1/2023-5/3/2023
Communication about Attract targeted Promote communication

the brand, campaign , customers who are to drive customers to
trekking to target interested in trekking convert
Objectives
tourism and especially
in the coming new
year.
General Professional, focus on Guide, tips on what to Share useful posts you
content brand recognition do at the beginning of will receive when
direction the new year or travel trekking during Tet,
Page | 80
at the beginning of the share customer
year. experience photos.
- Beautiful images of - Share trekking tour to - Interactive minigame,

An Giang to create tourist destinations reward is voucher.
brand awareness.. during Tet: trekking - Special offers not to be
about the trekking that and spirituality. missed during Tet.
Angiangtrek provides. - Pictures of trekking - The scene of An Giang
- Useful activities tourist destinations in before New Year's Eve.
when participating in the previous Tet - Photo of the trip of the
trekking in holidays. first tourists to book a
Post content
Angiangtrek. - Interactive Post: tour during Tet.
- Pictures of the What do you wish for - Film footage during
beauty of culture and in the new year? Tet.
cuisine here. - Footage of trekking - Notify the end of the
- The post to launch to temples evokes the campaign and send
the campaign "New feeling of exploration. thanks.
trip - New year - New
me".
Table 12: Short-term plan of Instagram
3.3.2.3. Seeding
a) Goals
Long-term goal:
• Create brand awareness
• Build an image of Angiangtrek as a brand that provides unique and novel trekking
services. As a leading brand in the field of experience tourism, sustainable tourism in
An Giang, the West in particular and Vietnam in general.
• Creating a trekking trend, An Giang and Mien Tay tourism trend, making An
Giang a tourist destination with a foothold for Gen Y people who love and want to travel,
a place worth experiencing in their hearts. gen Z - potential future customers.
Short-term goal (3 months New trip - New year - New me campaign)
Page | 81
• The seeding strategy will stick to 3 phases (Trigger, Engage, Purchase) of the
short-term campaign towards the Lunar New Year 2023 with the big idea of " New trip,
new year, new me” and key message (common message of the campaign) “Strange in
sight, new in soul”.
• Objective: Angiangtrek is the first choice when it comes to western travel, trekking
and mountain climbing. Tourism with a spiritual combination to visit temples in early
2023.
Mesurable
• Long-term quantitative goals
+ Average number of comments under seeding posts reaches 300 - 500 times,
average views reaches 3000 times.
+ Comments on content articles, seeding posts reached 50% of the total number of
comments - 90% of seeding content (posts, comments, shares,...) had sentiment score at
the level. positive.
+ The number of actively searching for keywords Angiangtrek across platforms
accounts for 50% of the views in seeding posts
• Quantitative goals in the short term
Phase Facebook Instagram Seeding posts
- Related posts attract 100 - Related posts 500 views, 50 reacts, 20

interactions, interested reach 70 comments in each seeding
comments. interactions forum/group (excluding
Trigger - Short video reaches 1000 - Short video official comments)
views reaches 1200
- Increases 2000 page views
visits and 130 followers
- Related posts attract 150 - Related posts 700 views , 50 reacts, 30

interested comments and reached 200 comments in each seeding
Engage
interactions. positive interactions forum/group (excluding
official comments)
Page | 82
comments accounted for - Short videos
90% reached 2000
- Short videos reached views
5000 views, short videos
trended
- 5000 page visits and
1000 followers increased
- Relevant posts attracted - Related posts 500 views, 50 reacts, 20

100 interactions and get 70 comments in each seeding
comments of interest. interactions forum/group (excluding
- Increase 3000 page visits - Short video official comments)
Purchase and 200 followers reaches 3000
- Reach 100 comments on views
sharing photos, share
experiences on related
posts
Table 13: Quantitative goals in the short term of seeding
b) Seeding implementation plan

Long-term plan
Reunion
Group will implement seeding on two main platforms: Forum and Group Facebook
- Forum: Forum members focus on age groups that are suitable for the target
audience of the campaign. With the long formation, Forum groups and forums have
become a place to chat and exchange with each other without advertising elements.
Subtle seeding in the form of chat discussions, Q&A and sharing photos of trip
experiences will make more people know about An Giang.
- Group Facebook: Is a famous social network with a huge number of users and
access. The group will focus on groups about Tourism and trekking – these are groups
that share travel experiences, choose tours, choose views for those who are interested
and have members who will, have and have desires. travel. The form of seeding will be
Page | 83
towards sharing the experience of going to An Giang, the reason for choosing An Giang
from the perspective of experienced people and Angiangtrek.
Main channels of implementation
Forum, Forum Group Facebook
Hội du lịch Việt Nam - nơi chia sẻ kinh Trekking - Camping Việt Nam
nghiệm du lịch (hoidulich.com)
Cộng đồng Bí kíp du lịch - Cộng Đồng Trekking Việt Nam
Phụ Nữ Việt Nam | Webtretho
Ẩm thực & Du lịch | theNEXTvoz Lang thang An Giang - Group
(facebook.com)
Tôi Là Dân An Giang ✅ | Facebook
Table 14: Main channels of seeding implementation
How to implement: A member will post seeding to the group, every 2-3 days,
another member will interact and comment to pull up the post, limiting the post being
forgotten or showing up for only initial short time. For each seeding group, a different
friend will be the one to post.
Seeding comments on the official fanpage
Comments and reactions on each post of Angiangtrek sometimes also create trust
for customers when they first visit the page and view the article. So seeding comments
will keep people interested to click to see. Create curiosity for many people.
How to implement: After each post/media video about the product, Angiangtrek
will use 10-20 virtual accounts to comment seeding (review about the experience, tag
friends to watch) to increase interaction and credibility. credit of the article).
Seeding comments on other fanpages:
Seeding on famous fanpages for communication or travel sharing in general will
create brand awareness to the desired customer files. Humorous, "trending" comments
on the articles of large fanpages will create a highlight, helping more people remember
the brand,
How to implement: Use a personal fanpage to comment on pages Other fanpage
communicate or share travel in response to hot trends/posts with constant frequency.
Detailed implementation of the short-term seeding plan
Page | 84
Time 26/10/2022 - 08/12/2022 - 04/01/2023 - 05/02/2023

27/12/2022 04/01/2023
Objectives Communicating brands, Attract targeted Promote communication

campaigns, trekking to customers who are to drive customers to
target interested in trekking convert
tourism and
especially in the
coming new year.
General Professional, focus on Guide, tips on what to Share customer

content brand recognition do at the beginning of experiences.
direction the new year or travel
at the beginning of
the year.
Post Post with the main Increase awareness of Seeding for Tet
content topics of where to An Giang by posting campaign - towards
seeding travel, what form of about: Where to go making customers choose
travel and what tour? when traveling in An An Giang as a destination
This time will focus on Giang? Please on Tet holiday: An Giang
posting seeding on An experience where to has many beautiful roads,
Giang's travel groups to travel to An Giang? many temples are also
take advantage of their What is the best place spiritual, when to go to
pride and pride in their to travel to the West? limit the crowd?. Ask
homeland to boost The phase of strong about any tours currently
followers for Fanpage. deployment on available in An Giang.
forums and groups Will promote seeding on
about trekking in every forum and group
Vietnam to introduce that the team targets,
incentives for tours boosting customer
conversion.
Page | 85
during the New Year
and Tet holidays.
Table 15: Detailed implementation of the short-term seeding plan
Detailed posts in short-term seeding plan
Giai Hình
Tên Nội dung Mục tiêu KPI Thời gian
đoạn thức
Group Lang thang Please Curious to 30 reacts, 14/11/2022

An Giang - suggest customers 100 access
Group tourist about the to articles,
places in Angiangtrek increasing
An Giang by recording 10
and other the source of followers
western photos at Fanpage
provinces
Forum Ẩm thực & Interested Building in 500 hits, 7/11/2022

Du lịch in western customer’s 20
theNEXTVoz travel, mind about comments
Trigger
please give traveling in
me advice the
(⁠☞ﾟ⁠ヮﾟ⁠)⁠☞ Southwest
area
Group Miền tây Please Curious with 20 likes, 11/11/2022

sông nước suggest customers 50 hits,
quê ta tourist about increasing
destinations Angiangtrek 5
in An by recording followers
Giang and the source of on
other photos fanpage
Page | 86
western
provinces.
Group Lang thang Ask for Call 50 reacts, 21/11/2022

An Giang - food photos everyone to 20
Group and travel like comments,
videos Angiangtrek fanpage
(Used for increased
project: by 20
disguised followers
seeding) at fanpage
Group Ghiền du lịch Here are Call for 51 reacts, 23/11/2022

1001 things interaction 20
you will page comments,
discover fanpage
when increase
coming to 20
An Giang: followers
Introducing on
fanpage, fanpage
service and
knowledge
will
provide
about An
Giang
Group Lang thang Ask for An Create 50 react, 27/11/2022

An Giang - Giang opportunities 30
Group travel tips to drop link comments
(travelers)
Page | 87
quite old: pages and Increase
35, want to ads page 100 visits
trek but page
want to be
safe, find a
company
that
provides
services:
young and
dynamic
required,
especially
people of
An Giang
origin as
possible)
Forum Webtretho - Acting as a Create 30 replies 30/11/2022

Bí kíp du lịch 28-year-old opportunities (excluding
mother to to drop page topic
get friends links and topic)
invited to page ads Increase
go trekking Increase page visits
but was access and by 100,
afraid to followers on increase
lose the fanpage 30
way, both page followers
wanted to on
go trekking fanpage
and also
Page | 88
wanted to
go to the
temple to
pray for
peace.
Group Trekking - Want to go Create an Increase 4/12/2022

Camping to An opportunity 100 page
Vietnam Giang and to drop the visits,
camp in the page link increase
mountains and 30
but don't advertise the followers
know if it's page at fanpage
allowed or Increase at fanpage
not, so access and
choose followers at
where to fanpage
camp with page
few people,
spacious, as
high as
possible,
have a
camping
tour as
possible,
but the
price is
affordable
with the
price. do
Page | 89
little. And
do you
know any
services
that have
local
organizers,
because I
also want
to visit
Khmer
culture
with
project
specialties
Forum Webtretho - Top 6 Stimulate Increase 8/12/2022

Bí kíp du lịch temples in curiosity and 50 page
An Giang promote visits,
that must spiritual increase
be tours spirit 30
discovered of followers
Angiangtrek on
Engage fanpage at
fanpage
Forum Ẩm thực & Ba Chua Stimulate 30 replies 11/12/202

Du lịch Xu Nui curious at (not
theNEXTVoz Sam in the same including
Chau Doc - time topic)
An Giang
Page | 90
promoting Increase
Angiangtrek 50 visits
page
Group Trekking Discover Create 50 reacts, 24/12/2022

Vietnam An Giang excitement, 20
in the last create comments,
months of chance to increase
the year drop link page visits
and promote by 50, 50
page followers
on
fanpage at
fanpage
Forum Webtretho - Should you Create 50 replies 07/01/2023

Bí kíp du lịch travel discussion (not
during the while including
Lunar New promoting the topic
Year? New Year's creator)
tour Increase
50 page
Purchase
visits,
increase
30
followers
on
fanpage at
fanpage
Page | 91
Forum Ẩm thực & Lost in the Create 50 replies 17/01/2023
Du lịch middle of excitement, (not
theNEXTVoz the fairy create including
scene at Ta opportunities the topic
Pa Pagoda, to drop links creator)
An Giang and promote Increase
the page pageviews
by 50
Forum Webtretho - Tet Create 50 replies 22/01/2023

Bí kíp du lịch holiday, excitement, (not
visit Ba promote the including
Chua Xu page the topic
mountain creator)
Sam Increase
pageviews
by 50
Table 16: Detailed posts in short-term seeding plan
3.3.2.4. Email marketing

a) Objectives
Long-term goals
- Unmeasurable
• Increase customers' recognition and love for the brand.
• Reach out to long-term and persistent customers.
• Build a brand position in the mind of the customer.
- Measurable
• Achieved more than 1000 subscribers to the gmail channel.
• Set an order rate of 25% of the total number of customers who open mail.
• Increase likes, followers and website visits by 50% after the campaign.
Short-term goal
- Phase 1: New Trip
Page | 92
• Get 300 email opens
• Get 200 landing page hits
• Get 20 orders
- Phase 2: New Year
• Get 500 email opens
• Get 300 landing page hits
• Get 50 orders
- Phase 3: New Me
• Reach 500 email opens
• Reach 300 hits landing page
• Reach 30 orders
b) Collect customer email data
Angiangtrek will collect customer email data through the following methods:
- Data information Customer email data is available from the University of
Economics and Law.
- Create a form to receive discount vouchers.
- Organizing a minigame with the participation condition is to leave an email on
the landing page.
- Leave the link to register for the promotion in the posts on the fanpage.
c) Target customers receive emails
Categorize Group 1 Group 2 Group 3
Age 18 - 22 years old 22-25 years old 25-30 years old
Area Thu Duc Ho Chi Minh City Ho Chi Minh City
Career Student Fresh graduate and fresher Commuters

Table 17: Target customers receive emails
d) Planning for email marketing
Phase Content Time Expected Email Design

Results Subject Email
Page | 93
Trigger: Launch “New 8/11/2022 100 opens Launching Color: green
New Trip trip - New year 50 the Call to action
- New me” page/web campaign button: book
visits 20 “New trip - a tour now
orders. New year -
New me”
Year-end tours 10/11/2022 100 mail Super great Color: green

with attractive 50 web offer from Call-to-action
offers visits get Angiangtrek button: book
vouchers, tour, get
20 orders. voucher
Trigger: Promotion for 10/12/2022 150 mail Opening the Color: red
New Year early year tours 50 web first bowl of yellow, green
visits get the year with Call to action
vouchers, promotion button: book
20 orders. from tour
Angiangtrek
Happy New 1/1/2023 150 email Happy New Color : red,

Year 20 page Year 2023 yellow, green
visits Call-to-action
button: go to
An Giang
trek
Purchase: Introducing 6/1/2023 200 email this New Color: red,

New Me tours during 100 Year yellow, green
the Lunar New web/page Angiangtrek Call-to-action
Year holiday visits, 50 has a huge button: Book
gift a tour now
Page | 94
vouchers,
30 orders
Happy New 2023 100 open Happy New Color: red,

Year of the mails, 50 Year of the yellow, green
Rabbit web/page Rabbit 2023
visits
Countdown 3 5/2/2023 250 mail, Only Last 3 Color: red

days last offer 200 page days left to yellow, green
visits, 100 get super big Call to action
orders offer from button: book
Angiangtrek now or you'll
miss out, get
your voucher
now.
End of 7/2/2023 100 mail, Gratitude Color: red

campaign 50 from yellow
announcement. page/web Angiangtrek Call-to-action
Thank you for visits button: go to
your interest Angiangtrek.
Table 18: Planning for email marketing
For customers 18-22 years old (because this group of customers is mostly students),
the time to send mail will mainly be 21-22 pm on Friday and Saturday.
For customers 22-25 years old and 25-30 years old (because this group of
customers accounts for the majority of working people), so the time to send mail will be
at break or off work, before the main meal of the day like 11-12 am & 16-17 pm.
3.3.2.5. Landing page
a) Objectives
Long-term goals
Page | 95
- Increase brand Angiangtrek - a reputable trekking service provider in An Giang.
As the leading brand in experience tourism, trekking in the West - An Giang.
- Promote An Giang tourism widely to a wide range of customers from domestic
to international, through photos, videos, and articles shared on the landing page.
- Through a landing page, it is possible to create a connection between customers
and businesses. Always accompanies customers through the seasons of the year through
new and unique coordinated travel and trekking routes.
Short-term goal for the campaign
- Implement one more landing page for the campaign : dp.page/angiangtrek:
campaign
• phase landing page New Trip - New Year - New Me: About Angiangtrek, the
message campaign wants to convey
• Information about tours implemented and promotions in the new year, and articles
on New Year's greetings and New Year customs.
• Introducing the festivals and traditions of the Western New Year, An Giang
province and the ethnic minorities here.
Measurable goals
- Metrics to achieve when setting goals
For a small and new business, the group goal is set out as follows
• Number of visits to the landing page per day: more than 30 times
• Number of visits to the landing page during the period. campaign implementation
stage, the occasion before the Lunar New Year 2023: more than 50 times
• Number of clicks on affiliate links: more than 20 times
• Sales (For sales landing pages): In the first stage of the campaign, purchase clicks
will is an average of 10 page visits will have 1 successful purchase
• Number of times to fill out interested information, need advice: every 10 page
visits will have 1 person leaving information to need advice
For the goal in the period campaign New trip - New year - New me
Active page KPI
Page | 96
Criteria Trigger Engage Purchase
Number of visits more

more than 50 more than 90
landing page than 30 visits /
visits / day visits / day
visits day
Average 1 minute on 2 minute on 4 minute on

retention time average average average
Number of clicks more than 20 more than 30 more than 60

on affiliate links: times/day times/day times/day
In the final
In the first
In the second phase of the
phase of the
phase, campaign, the
campaign,
purchase purchase click
purchase
clicks will be will be an
angiangtrek.tk clicks will be
Revenue an average of average of 10
an average of
10 page visits page visits,
20 site visits
will have 1 which will
will result in 1
successful result in 3
purchase
purchase successful
successful
purchases
Every 10 page
Every 10 page Every 10 page
Number of times visits there
visits there visits there will
to fill in the will be 3
will be 1 be 5 people
information of people
person leaving leaving
interest, need leaving
information to information for
advice: information
consult. advice.
for advice.
Page | 97
Page visits
during the
More than 40 More than 60 More than 100
campaign
visits/day visits/day visits/day
implementation
phase: :
Average 2 minute on 3 minute on 5 minute on

retention time average average average
Number of clicks more than 20 more than 30 more than 60

on affiliate links: times/day times/day times/day
dp.page/angiangtrek
Landing Clicks to go to
the purchase more than 10 more than 20 more than 40
page times/day times/day times/day
Every 10 page
Number of times
every 10 visits visits there Every 10 page
to fill out
to the page, will be 3 visits there will
information
there will be 1 people be 5 people
Interested
person leaving leaving leaving
information,
information information information for
need advice:
for advice. for advice. advice.
Table 19: Goal in the period campaign New trip - New year - New me
b) Plan
Long-term plan
The group's long-term landing page, www.angiangtrek.tk, will be invested
throughout the business's operation:
• Angiangtrek will update on the page the tours every quarter of the year based on
the change of weather, seasons, and festivals.
• Provide timely pictures of the scenery in each season, knowledge about each
festival and special occasion in An Giang at least 1 month in advance through the blog
article section.
Page | 98
• Increase site user experience with regular site maintenance and upgrades. Invest
in images so that every image on the page is not outdated for more than 1 year
• Update comments from service users, and correct comments from visitors and
customers.
• Connect and cooperate with many other businesses in the field of tourism such as
motels, hotels, restaurants, places specializing in providing services, ...
• Building support landing pages into Angiangtrek's big campaigns of the year
The short-term plan
Landing page for the upcoming 2023 Tet campaign: https://ldp.page/angiangtrek
is invested and planned by the team as follows:
Time to
Phase Target Updated content
update
Officially launched the

campaign
24/11/2022
New trip - New year - New
me
- Year-end tours with

attractive offers
Trigger Launching campaign - Blog articles about the
(New) announcement: officially put scenery of An Giang and the
Trip) the page into operation western provinces on the
28 -
occasion of the east
8/12/2022
- Blog about year-end
festivals of ethnic minorities
- Teasing the roads that will
be introduced in the
following period
Page | 99
- Update information about
New year tour
- Announcement of mini-
games and promotions
Update information about Tet 10/12/2022
Engage - Introduction of
2023, information about tours,
(New Angiangtrek, experience and
trekking, festivals and culture
year) experience of leaders in the
suitable for Tet
profession
Happy New Year 1/1/2023
Introducing tour deals during

6/1/2023
the Lunar New Year
Happy Lunar New Year 22/1/2023
Countdown to the last 3 days
Post the achievements in the of the last offer

Purchase 5/2/2023
campaign and thank you for Posting pictures of tours of
(New me) the tours being held
accompanying Angiangtrek
about the past 1 year and
achievements
- Announcing the end of the 7/2/2023
campaign. Thank you
everyone for your interest
Table 20: Short-term plan of landing page
Page | 100
CHAPTER 4: IMPLEMENTATION OF THE COMMUNICATION PLAN
4.1. Campaign implemetation
4.1.1. Facebook Channel
Post 1
The post was posted on October 23 and updated the brand's profile photo.
Type of the post: Post
Interactions: 56 interactions, 4 comments.
Figure 12: The 1st post on Facebook channel
Post 2
The post was posted on October 26, 2022 introduced the brand with title
[ANGIANGTREK - TREK ALL THE WAY]
Interactions: 62 interactions, 9 comments, 2 shares.
Page | 101
Figure 13: The 2nd post on Facebook channel
Post 3
The post was posted on October 29, 2022 and introduced three tours of
Angiangtrek.
Page | 102
Figure 14: The 3rd post on Facebook channel
Post 4
The post was posted on November 2, 2022. introduces two tours of Angiangtrek
with title [FLY WITH ANGIANGTREK AND TOURS YOU CAN'T MISS]
Interactions: 66 interactions, 30 comments, 1 share.
Page | 103
Figure 15: The 4th post on Facebook channel
Post 5
The post was posted on November 8, 2022 and introduced the campaign with title
[OFFICIAL OFFICIAL OFFER: “NEW TRIP - NEW YEAR - NEW ME”]
Page | 104
Post 6
The post was posted on 11/11/2022: introduces some scenes in An Giang with a
humorous opening. The title is [AN GIANG LAND OF DREAM]
Type of the post: Post and reel.
Interactions:
- Post: 48 interactions, 21 comments, 3 shares.
- Reel: 59 interactions, 6 comments.
Page | 105
Post 7
The post was posted on November 16, 2022 is funny on the topic of travel with
title [ME AND MY LIFE’S AMBITIONS]
Page | 106
Post 8
The post was posted on November 17, 2022 with caption [Sometimes I just want
to give up all my sadness and go back to An Giang to relieve everything]
Type of the post: Reel
Page | 107
Post 9
The post was posted on November 19 2022 and introduced some scenes in An
Giang with a humorous opening. The title is [TREKKING AN GIANG!! WHY NOT?]
Type of the post: Post and reel.
Interactions:
- Post: 46 interactions, 22 comments, 2 shares.
- Reel: 38 interactions, 1 comment, 1 share.
Page | 108
Post 10
The post was posted on 11/22/2022 with title [TREKKING WITH
ANGIANGTREK, WHAT IS THE STATION?]
Page | 109
Post 11
The post was posted on 11/23/2022 with caption [Being attracted by the mystery
of the Forbidden Mountain. Follow Angiangtrek for more information about trekking
tours in Thien Cam Son!]
Page | 110
Post 12
The post was posted on 11/24/2022 with the caption [Food not to be missed when
coming to An Giang!!]
Interactions: 39 interactions, 1 share.
Page | 111
Post 13
The post was posted on November 24, 2022 with the title [THE AN GIANG
DELICIOUS DELICATIONS YOU MISSED?]
Page | 112
Post 14
The post was posted on November 28, 2022 with the title [HOW MUCH
FRIENDSHIP WORTH?]
Page | 113
Post 15
The post was posted on November 30, 2022 with the title [SURPRISE STORY:
SURPRISED TO GET AN SUPER GOOD AN GIANG LOVER]
Page | 114
Post 16
The post was posted on December 8, 2022 with the title [THE STORY OF ONE
WHO BOOKED A TOUR AT ANGIANGTREK]
Interactions: 20 interactions, 1 comment.
Page | 115
Post 17
The post was posted on December 10, 2022 with the title [AN GIANG - THE
LEGEND OF THE BA CHUA XU TEMPLE]
Page | 116
Post 18
The post was posted on December 13, 2022 with the title [Want to travel but have
too much to do]
Page | 117
Post 19
Page | 118
The post was posted on December 14, 2022 with the title [TIPS TREKING TO
THE SPIRIT ONLY]
Post 20
The post was posted on December 17, 2022 with the title [STEP TO 2023, WHY
CANNOT TREKKING IN AN GIANG?]
Interactions: 23 interactions.
Page | 119
Post 21
The post was posted on December 19, 2022 with the title [TIP TO CHOOSE A
TRAVEL PLACE TO DISCOVER THE FIRST YEAR]
Interactions: 14 interactions.
Page | 120
Figure 32: The 21st post on Facebook channel
Post 22
The post was posted on December 21, 2022 with the title [THE FIRST TOURS OF
2023]
Page | 121
Figure 33: The 22nd post on Facebook channel
4.1.2. Instagram Channel

Official Instagram Channel of Angiangtrek: 16 posts, 134 followers
Figure 34: Official Instagram Channel of Angiangtrek
Page | 122
Post 1 (26/10/2022): Introduce the brand
[ANGIANGTREK - TREK EVERYWAY]
Interactions: 19 likes, 2 comments
Figure 35: The 1st post on Angiangtrek page in Instagram
Post 2 (29/10/2022): Introduce three tours of Angiangtrek

[TOURS YOU CANNOT MISS WHEN COME TO ANGIANGTREK]
Figure 36: The 2nd post on Angiangtrek page in Instagram
Post 3 (2/11/2022):
[FLY WITH ANGIANGTREK AND TOURS YOU CAN'T MISS]
Page | 123
Interactions: 19 likes, 1 share
Figure 37: The 3rd post on Angiangtrek page in Instagram
Post 4 (11/11/2022): Introduce some scenes in An Giang with a humorous

opening.
Interactions: 22 likes, 4 comments, 32 views
[AN GIANG LAND OF DREAM]
Figure 38: The 4th post on Angiangtrek page in Instagram
Post 5 (16/11/2022): funny on the topic of travel
Page | 124
[ME WAS FACED WITH DAILY PRESSURES]
Post 6 (17/11/2022):
[Sometimes I just want to give up all my sadness and go back to An Giang to relieve
everything]
Post 7 (20/11/2022):
Page | 125
[Trekking in An Giang! Why not create? Join Angiangtrek to accompany you to
trek all the way in An Giang]
Post 8 (22/11/2022):
[TREKKING WITH ANGIANGTREK, WHAT IS THE STATION?]
Interactions: 9 likes, 1 comment
Post 9 (25/11/2022):
Page | 126
[Being attracted by the mystery of the Forbidden Mountain. Follow Angiangtrek
for more information about trekking tours in Thien Cam Son!]
Interactions: 11 likes, 123 views
Post 10 (27/11/2022):
[OFFICIAL OFFICIAL OFFER: “NEW TRIP - NEW YEAR - NEW ME”]
Interactions: 13 likes
Post 11 (8/12/2022):
Page | 127
Post 12 (11/12/2022):
Post 13 (16/12/2022):
Page | 128
Post 14 (18/12/2022):
Post 15 (19/12/2022):
Page | 129
Post 16 (21/12/2022):
4.1.3. Seeding
Post 1 (7/11/2022)
[Please suggest tourist places in An Giang and other western provinces]
Posted on Lang thang An Giang - Group (Facebook Group)
Interactions: 34 reacts, 11 comments and 1 share
Page | 130
Figure 51: The 1st seeding post
Post 2 (14/11/2022)
[Interested in western travel, please give me advice (⁠☞ﾟ⁠ヮﾟ⁠)☞
⁠ ]
Posted on Ẩm thực & Du lịch theNEXTVoz (Forum)
Interactions: 676 views, 19 replies
Figure 52: The 2nd seeding post
Post 3 (17/11/2022)
[Please suggest tourist destinations in An Giang and other western provinces]
Posted on Miền Tây Sông Nước Quê Ta (Facebook Group)
Interactions: 14 reacts, 1 comment
Page | 131
Figure 53: The 3rd seeding post
Post 4 (21/11/2022)
[Ask for food photos and travel videos (Used for project: disguised seeding)]
Interactions: 88 reacts, 84 comments and 1 share
Figure 54: The 4th seeding post
Post 5 (30/11/2022)
[Here are 1001 things you will discover when coming to An Giang: Introducing
fanpage, service and knowledge will provide about An Giang]
Posted on Ghiền Du Lịch (Webtretho)
Interactions: 225 views, 2 reacts
Page | 132
Post 6 (2/12/2022)
[Ask for An Giang travel tips (travelers) quite old: 35, want to trek but want to be
safe, find a company that provides services: young and dynamic required, especially
people of An Giang origin as possible)]
Interactions: 37 reacts, 14 comments
Post 7 (8/12/2022)
Page | 133
[Top 6 temples in An Giang that must be discovered]
Posted on Ghiền Du Lịch (Webtretho)
Interactions: 295 views, 2 likes and 2 comments
Post 8 (11/12/2022)
[Ba Chua Xu Nui Sam in Chau Doc - An Giang]
Posted on Ẩm thực & Du lịch theNEXTVoz (Forum)
Interactions: 283 views, 6 replies
Page | 134
4.1.4. Landing Page
Angiangtrek's main landing page: www.angiangtrek.tk
Figure 59: The header of the Landing page main
The header of the page includes the business name and brand slogan
Figure 60: The brief introduction about brand
Next is a brief introduction about the business information, the mission of

Angiangtrek
Page | 135
Figure 61: The experiences and benefits of customers
Next are the experiences and benefits of customers when participating in

Angiangtrek tour
Figure 62: Introduction of tours
Provide information about tours, prices aimed at purchasing
Figure 63: Customers review
Page | 136
Objective reviews from people who have experienced at Angiangtrek
Figure 64: Customer information collection
Customer information collection - those who are interested in the tour and want to
be consulted will leave contact information
Figure 65: Footer of the Landing page main
Footer contains business contact information

Landing page for the upcoming 2023 Tet campaign
:https://ldp.page/angiangtrek
Page | 137
Figure 66: The header of the Landing page
The header shows the business name and slogan for the campaign. Page has the
main colors of red and yellow bringing the atmosphere towards the Tet campaign
Figure 67: The message of Angiangtrek to convey during Tet Campaign
The section overviews the message that Angiangtrek wants to convey during Tet.
Figure 68: Footer of landing page
Page | 138
Footer collects information and leaves business contact information
Some other components of the campaign landing page are being developed by the
team and will be updated later
4.1.5. Email marketing
The first marketing email, titled "OFFICIALLY LAUNCHING THE
CAMPAIGN: "NEW TRIP - NEW YEAR - NEW ME," was piloted on the first 70 Gen
Z customers.
Figure 69: Title of the first email marketing
With the goal of increasing brand awareness as well as the campaign to customers,
Angiangtrek has let the brand's logo appear first in the email and then the title is neatly
designed in a publication to create attraction as well as the alignment of the brand to
customers. In order to create traffic to the Fanpage, the brand has placed a “Reference
Now” button behind the appearance of the email subject.
Figure 70: The head of the first email marketing
Next, the campaign introduction includes a poster and a brief paragraph introducing
the campaign, to help customers get the main information of this campaign. The brand
Page | 139
continues to place a "Details" button of the campaign so that customers who are
interested in the campaign as well as the brand have a more detailed view.
Figure 71: The head of the first email marketing
Finally, the end of the email includes detailed information about the brand to help
customers who have questions will contact and receive Angiangtrek's support.
Figure 72: The footer of the first email marketing
The second email marketing has the same layout as the first email marketing with
title "OPENING THE YEAR WITH PROMOTION FROM ANGIANGTREK" was
piloted on the old customers.
Page | 140
Figure 73: The head of the second email marketing
In this email, the content will mainly introduce the early year tours that
Angiangtrek offers as well as the promotion 20% at the beginning of the year.
Page | 141
Figure 74: The body of the second email marketing
4.2. Campaign review

4.2.1. Facebook Channel
4.2.1.1. Achieved result
After 60 days of campaign implementation from October 23, 2022 to December
22, 2022, here is some analysis data of Fanpage.
Figure 75: Facebook Page Reach
Page | 142
With the number of people reaching up to 8,618 people as of December 22, 2022,
Angiangtrek is currently quite successful in attracting and hitting customer psychology
and surpassing the KPI set for phase Engage. Specifically, reach is 181% more effective
than phase trigger and 107% more effective than phase engage.
Figure 76: Facebook Page Visit
The number of visits in the Fanpage has increased significantly after only two
months of running the campaign and has nearly reached the initial KPI.
Figure 77: Facebook Page Followers
In contrast, Fanpage's followers are not particularly significant because the number
is limited to 185 and the majority of followers are primarily from Generation Z. It is
expected that by the end of the engagement phase, the fanpage followers will have
achieved only 1/2 of the set KPIs. Although the reach of the Fanpage is good, the level
of influence of the post on viewers is not particularly high. For the best effect, brands
should find ways to optimize the content they want to convey to viewers.
Page | 143
Figure 78: Potential audience
Figure 79: Potential audience
Although the majority of Angiangtrek's followers are Gen Z, according to

Facebook's algorithm, Angiangtrek's potential audience is the Y gene aged 25-34 from
Ho Chi Minh City. This is also potential customers that the brand is aiming for, and it
can be seen from this that Angiangtrek has reached the right target customers and
developed a concept appropriate for its communication channel.
Figure 80: Number of people reached
With over 8.6K number of people reaching the post, the majority of which come
from short videos posted on the Fanpage, it can be seen that the brand has been quite
Page | 144
successful in capitalizing on the upward trend of video footage. In particular, the reach
has achieved 119% efficiency when compared to the initial KPI set in phase
engagement. As a result, Angiangtrek should continue to promote short videos in order
to increase post reach as well as Fanpage reach.
Figure 81: Views of reels
Figure 82: Number of interactions
In the image above, it can be seen that taking advantage of the reel clip has helped
the fanpage achieve quite large post interactions, specifically 1.3K on 22 posts on
Fanpage.
Figure 83: The most effective natural article
Out of a total of 22 posts:
Page | 145
- Reach: the highest is 2k3 people, the lowest is 86 people.
- Likes and feelings: the highest is 89, the lowest is 14.
- Comments: the highest is 34 comments, the lowest is 0.
- Shares: highest 4, lowest 0.
Figure 84: Articles with the most reach
Regarding the effectiveness of the articles, the most effective post is the reel that
combines the mysterious scenery of the Nui Cam and the soundtrack of the movie
"Goblin". The reason for this may be that this is a very good combination of both the
scene and the music, which partly enhances the beauty of the Forbidden Mountain and
the viewer's fluctuations in front of this magical scene.
4.2.1.2. Future orientation
From the figures obtained by Meta Business Suite, we can see the first successes
of Angiangtrek's Facebook communication channel. The brand will try to take advantage
of what drives the growth of the media including keeping and developing the current
concept, regularly uploading reel clips,...
However, if the follower does not meet the initial KPI, the brand should find ways
to optimize the content that the brand wants to convey to the audience for the best effect
Page | 146
to attract more followers on the special fanpage especially from potential customers of
the brand.
4.2.2. Instagram Channel
After 2 months of developing the channel and running the campaign, here are some
results that the Instagram channel obtained based on the Meta Business Suite analytics
tool:
Figure 85: Instagram Page Reach
Instagram reached 502, achieved the set goal even though the campaign is not over
yet. This shows that Angiangtrek is gradually attracting new customers.
Figure 86: Instagram Page Visits
The number of visits to Angiangtrek's personal page is 323. The highest peak is in
the most recent post. It was a post about tours in early 2023, showing the great interest
of customers in this product and service. This is a very successful step in Angiangtrek's
campaign.
Page | 147
Figure 87: Potential audience on Instagram
The most followers of Angiangtrek are between 18-24 years old. Instagram really
hasn't reached Gen Y much yet, but the majority of users in Ho Chi Minh City are already
close to the target audience that the brand has set out.
Figure 88: Number of people reached
Although the number of subscribers to the channel is not really impressive, the
promotion of reels on the channel has helped the channel bring in a large number of
reach. With nearly 500 people reaching articles, it can be seen that the average number
Page | 148
of people reaching articles per media file or per content format is the highest with videos
and movies.
Figure 89: Number of interactions
Through 16 posts on Instagram, the channel has received 220 interactions. On

average, each post receives the same interaction between 13 - 26.
Figure 90: Views of reels
Although it is in phase 2, Angiangtrek's Instagram followers are still low, and the
interaction is not high. This may be because the content is not attractive, in terms of
images, it is still not eye-catching. Moreover, this is the first time Angiangtrek is active
on Instagram, so it has not been exploited and made the most of the tools to attract others.
However, there is still a bright spot that the articles have reached nearly 400 people who
do not follow Angiangtrek on Instagram. When combining Reel on Instagram with
Page | 149
Facebook, the number was extremely impressive: more than 1.6 thousand views in just
a few days.
Figure 91: The most effective natural article
Out of a total of 16 posts:

- Reach: the highest is 172 people, the lowest is 28 people.
- Reactions: the highest is 33, the lowest is 9.
- Comments: the highest is 6 comments, the lowest is 0.
- Shares: highest 1, lowest 0.

Business faces many difficulties in creating awareness and attracting potential
customers. Through the above issues, Angiangtrek will discuss and propose solutions to
develop the channel more in the future:
- Building Angiangtrek's image according to a concept, the posts will be consistent,
focus on images, and short clips properly.
- Use Story highlights to make it easier for customers to learn about your brand.
- Actively use Reel on Instagram and attach hashtags on each post to spread the
word.
- Pay attention to posting times: post before or after work, after school and at 2-
3pm on weekdays.
4.2.3. Seeding
4.2.3.1. Achieved results
For the seeding posts on Voz: Although they have attracted more than 600 views,
the comments and interactions are not enough (even accounting for internal comments).
Besides discussion and An Giang interest comments, some posts on this forum still have
negative comments that affect the decision-making of others.
Page | 150
Figure 92: Seeding post on Voz
Under the post, there were people who really wanted to travel to the west, which
led to changing the customer's mind.
Figure 93: The comment on the seeding post
For the seeding posts on Webtretho: Similarly to seeding posts on Voz, although
these posts have attracted considerable attention, there are still few interactions.
For posts on Facebook groups: the interactions are quite few, not meeting the set
targets even though they have posted in groups with more than 100k members. However,
this issue is also caused by objective factors such as groups having many rules that make
seeding of link pages unacceptable and too obvious suggestions resulting in backlash.
For seeding comments: These seeding comments need to be humorous and keep
up with trends, and our team is still trying to take the opportunity to mention the page
when appropriate.
Page | 151
Figure 94: Seeding comment Figure 95: Seeding comment

With the obtained figure, our team has learned from experience and established the
following development directions:
- The seeding post needs to be more refined and elegant. Articles must be attractive
to attract many readers and their interest.
- Catching the trend in time to seed at its peak and create the most presence on
forums and social networks.
- Investing in seeding comments under the post to make the post believable, aimed
at creating curiosity.
4.2.4. Landing Page
Angiangtrek's main landing page: www.angiangtrek.tk
measurement results in 5 weeks of page activity (measurement tool: google
Analytics)
Page | 152
Figure 96: Measurement result of main landing page
- With the kpi set out in the early stage, there will be an average of 30 pageviews
per day, currently the views in 5 weeks are still low (average 10 visits per day). In the
first phase of the campaign, the visitors to the landing page are higher than in the later
stages
- The number of users is too limited
- The dwell time at the site is also seen when the page is not attractive enough for
more than 1 minute.
Landing page for the upcoming 2023 Tet campaign:
https://ldp.page/angiangtrek
measurement results in 4 weeks of page activity (measurement tool: google
Analytics)
Page | 153
Figure 97: Measurement result of landing page for the upcoming campaign
- With the kpi set out in the early stage, there will be an average of 30 pageviews
per day, currently the views in 4 weeks are still low (average 5 visits per day). In the
first phase of the campaign, the visitors to the landing page are higher than in the later
stages
- The number of users is too limited
- The dwell time at the site is also seen when the page is not attractive enough for
more than 1 minute.
- Continue to invest and develop images on the web
- Optimize user experience and invest more in content to attract more visitors
- The best link transmission on other media channels to help push the CTA to the
Landing page.
4.2.5. Email marketing
The first Email Marketing
Figure 98: Measurement result of the first email marketing
Page | 154
Although it has only tested over 70 customers and is not part of Angiangtrek's
potential customers, the results are quite positive. Specifically:
• 100% sending rate
• Open rate is 22.85% (17 out of 70 hits)
• Click rate is 8.5% (6 out of 70 clicks)
The email received 6 clicks, which is a pretty viable number for a brand's first
marketing email.
Email marketing has assisted Angiangtrek in receiving new visits to the Fanpage
through the reasonable allocation of conversion buttons via the Fanpage channel.
The second Email Marketing
Page | 155
Figure 101: Measurement result of the second email marketing
In the second email sent, although it has only been piloted on 70 old customers
within 2 days, the results have been quite positive. Specifically:
• Send rate reaches 100%
• Open rate is 27.14% (19 out of 70 hits)
• Click rate is 14.3% (10 out of 70 clicks)
This is an introductory email about promotions for trekking tours at the beginning
of the year, which can be understood because the interest of customers for tourism at the
beginning of the year is relatively high, so the effectiveness of this email is quite good.
Figure 102: Measurement result of the second email marketing
Page | 156
Although the initial number is quite positive, it is also a familiar customer file with
the brand, not a new customer file for more accurate numbers. Angiangtrek should look
for more suitable data to reach this communication channel optimally.
Optimize email to increase click rate, email open rate. Although full of information,
the email interface is still quite simple, Angiangtrek should invest more in Email layout
so that customers can better access the content.
Page | 157
CHAPTER 5: SUMMARY
5.1. Advantages
- The brand has successfully launched and introduced to customers about the
business model, brand, and core values of the brand. Customers can recognize what the
brand has been doing and the services that Angiangtrek provides and serves.
- Build a brand identity and a good post concept to stand out on Angiangtrek - a
brand specializing in providing trekking tours in An Giang province in particular and
the southwestern provinces in general.
- Successfully developing communication channels, especially Facebook, with
high reach and getting the first order even though this is a virtual product business brand.
- Flexible combination of communication channels to support each other's
interactions.
5.2. Disadvantages
- The brand has not yet reached its potential customers who are Gen Y people.
- Content trends have not really made a big impression on customers to be able to
increase followers in media channels.
- There is a difference in investment between communication channels.
- Media posting time has a break in some periods that deviate from the original
plan.
- The relationship between communication channels is not really deep and the
combination is not really optimal
5.3. Solutions
- Training staff on knowledge of e-marketing
- Learn more about the target customer to find the most suitable concept
- Invest more in weak channels by using strong supporting channels.
Page | 158
REFERENCES
[1] - Vietnamese travel habits. Market research Vietnam Indonesia. (2021, December
4). Retrieved December 22, 2022, from https://www.cimigo.com/vi/research-
reports/vietnamese-travel-habits/
[2] - Kemp, S. (2021, November 4). Digital in Vietnam: All the statistics you need in
2021 - DataReportal - global digital insights. DataReportal. Retrieved December 22,
2022, from https://datareportal.com/reports/digital-2021-vietnam
[3] - Kemp, S. (2021, November 4). Digital in Vietnam: All the statistics you need in
2021 - DataReportal - global digital insights. DataReportal. Retrieved December 22,
2022, from https://datareportal.com/reports/digital-2021-vietnam
[4] - Constantin, M., Francois, M., & Le, T. (2021, March 25). Reimagining tourism: [5]
- How Vietnam can accelerate travel recovery. McKinsey & Company. Retrieved
December 22, 2022, from https://www.mckinsey.com/featured-insights/asia-
pacific/reimagining-tourism-how-vietnam-can-accelerate-travel-recovery
[6] - Home VN. Dala Travel. (2022, December 2). Retrieved December 22, 2022, from
https://dalatravel.vn/
[7] - Majority of Vietnamese choose domestic travel destinations in 2022 – visa study.
Visa. (n.d.). Retrieved December 22, 2022, from
https://www.visa.com.vn/en_VN/about-visa/newsroom/press-releases/majority-of-
vietnamese-choose-domestic-travel-destinations-in-2022-visa-study.html
[8] - Tour du Lịch Miền tây - thông tin du Lịch Miền tây. Du Lịch Miền Tây. (n.d.).
Retrieved December 22, 2022, from https://thamhiemmekong.com/
[9] - Trang Chủ. Bitour. (n.d.). Retrieved December 22, 2022, from https://bitour.vn/
[10] - Travel, I. (n.d.). Du Lịch Itrek. Retrieved December 22, 2022, from
https://itrek.vn/
[11] - Vietnamtourism.gov.vn. (n.d.). Retrieved December 22, 2022, from
https://vietnamtourism.gov.vn/
Page | 159

Building Electronic Marketing Strategy For Angiangtrek Brand

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Building Electronic Marketing Strategy For Angiangtrek Brand

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VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY

UNIVERSITY OF ECONOMICS AND LAW

Lecturer : Mr. Nguyen Quang Hưng

Number Name Student ID Role

Ho Chi Minh, December 2022

TABLE LIST ................................................................................................................ 11

CHAPTER 1: INTRODUCTION ................................................................................. 12

1.1. Problem .............................................................................................................. 12

1.2. Reason for choosing the topic ............................................................................ 13

1.3. Business overview.............................................................................................. 13

1.3.1. General introduction ................................................................................... 13

1.3.2. Vision .......................................................................................................... 14

1.3.3. Mission ........................................................................................................ 14

1.3.4. Core value ................................................................................................... 14

1.3.5. Future direction ........................................................................................... 15

1.3.6. The brand identity ....................................................................................... 15

1.3.7. Contact information .................................................................................... 17

1.4. Product ............................................................................................................... 17

1.5. Brand Analysis ................................................................................................... 19

1.5.1. SWOT Model .............................................................................................. 19

1.5.2. SWOT Matrix ............................................................................................. 20

1.5.3. Unique selling point (USP) ......................................................................... 21

1.5.4. Business Model ........................................................................................... 22

CHAPTER II: TARGET MARKET RESEARCH AND ASSESSMENT ................... 23

2.1. Market understanding ........................................................................................ 23

2.2. Targeted customer .............................................................................................. 25

2.2.1. Who - Who are they? .................................................................................. 25

2.2.1.1. Demographic ........................................................................................ 25

2.2.1.2. Customer behavior ............................................................................... 26

2.2.2. What - What do they want to find in Angiangtrek? .................................... 28

2.2.3. When - When will customers book a tour?................................................. 29

2.2.4. Where - Where do your customers reach you? ........................................... 29

2.2.4.1. Physical store ....................................................................................... 29

2.2.4.2. Sales and communication channels ..................................................... 29

2.2.5. Why - Why must the customer choose Angiangtrek? ................................ 30

2.2.6. How - How do visitors find you? ................................................................ 31

2.2.6.1. How do customers approach? .............................................................. 31

2.2.6.2. How to measure effectiveness? ............................................................ 31

2.3. Competitor analysis............................................................................................ 32

2.3.1. Bitour .......................................................................................................... 32

2.3.2. Itrek ............................................................................................................. 41

2.3.3. Thamhiemmekong ...................................................................................... 48

2.3.4. Dala Travel .................................................................................................. 54

2.4. Media review...................................................................................................... 61

2.4.1. Marketing strategy ...................................................................................... 61

2.4.1.1. Product strategy ................................................................................... 61

2.4.1.2. Pricing Strategy .................................................................................... 61

2.4.1.3. Distribution strategy............................................................................. 61

2.4.1.4. Promotion strategy ............................................................................... 62

2.4.2. Owned media channel ................................................................................. 62

2.4.3. Staff ............................................................................................................. 62

CHAPTER III: OVERVIEW OF THE COMMUNICATION PLAN.......................... 63

3.1. Campaign overview ........................................................................................... 63

3.1.1.1. Idea analysis ......................................................................................... 63

3.1.1.2. Idea list ................................................................................................. 63

3.1.1.3. Concept bulding ................................................................................... 64

3.1.1.4. Campaign proposal .............................................................................. 65

3.1.2. Campaign message and target audience ..................................................... 65

3.1.2.1. Target audience .................................................................................... 65

3.1.2.2. Campaign message............................................................................... 65

3.2. Executing method .............................................................................................. 66

3.2.1. Reason to choose......................................................................................... 66