GROUP ASSIGNMENT REPORT

Lecturer: Trần Tuyết Minh

Group 1- MKT1717

Đặng Ngọc Khánh Ly HS170901

Lê Thùy Linh HS170987

Vũ Nguyễn Kim Ngân HS173270

Lương Thành Long HS170429

Nguyễn Quang Thắng HS171024

Contents
1. Introduction ............................................................................................................................................... 2
1.1. History................................................................................................................................................ 2
1.2. Vision ................................................................................................................................................. 3
1.3. Mission............................................................................................................................................... 3
1.4. Core value .......................................................................................................................................... 3
1.5. Product and Target consumer ............................................................................................................. 3
2. Digital Marketing Mix .............................................................................................................................. 4
2.1. What is digital Marketing? ................................................................................................................. 4
2.2. Product ............................................................................................................................................... 4
2.3. Price ................................................................................................................................................... 4
2.4. Place ................................................................................................................................................... 5
2.5. Promotion........................................................................................................................................... 5
3. Digital marketing measurement Plan ........................................................................................................ 6
3.1. Identifying the business objectives .................................................................................................... 6
3.2. Identifying the marketing objectives.................................................................................................. 7
3.3. Brand impact ...................................................................................................................................... 7
3.4. Consumer outcomes ......................................................................................................................... 11
3.5. Customer value ................................................................................................................................ 14
3.6. Attribution ........................................................................................................................................ 18
4. Recommendations and Conclusions ....................................................................................................... 20
5.References and Appendices ..................................................................................................................... 20

1. Introduction
1.1. History
Vinamilk company was established in 1976 as the state-owned Southern Coffee-Milk Company,
in order to nationalize and take over the operation of three formerly private dairy factories in the
South of Vietnam: Thong Nhat (belonging to the South of Vietnam). Chinese company), Truong
Tho (formerly owned by Friesland Foods, famous for its condensed milk production which is
widely distributed throughout the South) and Dielac (Nestlé). It was renamed United Enterprises
of Milk Coffee Cookies and Candy in 1976. It became Vietnam Dairy Company, officially
established in 1993. In 2003, after its IPO at Ho Chi Minh City Stock Exchange, the company
legally changed its name to Vietnam Dairy Products Joint Stock Company. (Vinamilk, 2023)
1.2. Vision
“Becoming the leading symbol of trust in Vietnam about nutrition and health products serving
human life” (Vinamilk.com.vn)
1.3. Mission
“Vinamilk is committed to providing the community with high quality and top quality nutrition
with its own respect, love and high responsibility for human life and society” (Vinamilk.com.
VN)
1.4. Core value
"Becoming the leading symbol of trust in Vietnam about nutrition and health products serving
human life". (Vinamilk.com.vn)
• Integrity: Integrity, honesty in conduct and in all transactions.
• Respect: Respect for yourself, respect for colleagues, respect for the company, respect for
partners, respect for cooperation.
• Fairness: Employees, customers, suppliers and other stakeholders must all be treated
fairly.
• Ethics: Respect established ethical standards and act ethically.
• Compliance: Comply with the law, the Code of Conduct and the company's regulations,
policies and regulations.
1.5. Product and Target consumer
-Product: Vinamilk's main activities are to produce and distribute condensed milk, powdered
milk, fresh milk, soy milk, yogurt, ice cream, cheese, fruit juice, coffee and other dairy products.
(Vinamilk, 2023)
-Vinamilk's market segmentation strategy is divided into three types: demographics,
behaviors, and geography. The following table summarizes the detailed division of brands.
Segmentation Demographic Behavior Product
Children Gender: all -Needs: Daily use All of line product
Age: 5-14 -Potential customers
Young Gender: all -Needs: Daily use All of line product
Age: 15-25 -Good for body
Education: Student/ Just development
get work
Income: no
Adult Gender: all -Needs: Daily use All of line product
Age: 26-44 - Good for body
Marriage status: Single/ development
Married
Old Gender: all -Needs: Daily use Milk for old
Age: 65-70 - Good for body
Work: Retirement development
Vinamilk's marketing strategy has successfully captured the child customer segment from 5-14
years old. The brand wants to develop children physically.

This is why Vinamilk 100% organic focuses on this customer and because children currently
account for 23.2% of the total population (According to Statistic 2020).( https://fieldcheck.biz/,
2023)

2. Digital Marketing Mix

2.1. What is digital Marketing?
Digital marketing, also known as online marketing, refers to advertising delivered through digital
channels to promote brands and connect potential customers using the Internet and other forms
of digital communication such as Search enginees, Websites, Social media, Email, Mobile
apps,…In-short, if a marketing compaign is using any of the above online media channels, it is
digital marketing. (Adobe Experience Cloud Team 2019)
2.2. Product
Vinamilk achieved success in its marketing mix strategy, especially in product strategy. The
company focuses on diversifying Vinamilk dairy products with many flavors and packaging sizes
to meet the diverse needs of consumers. They also focus on improving production technology
and quality management to create high quality, pure and nutritious dairy products. Vinamilk has
invested in a modern pasteurization technology system to keep the best nutritional ingredients in
milk and ensure the taste of the product. They also try to shorten the quality gap between
imported milk and domestic milk, creating their trust and reputation in the competitive market.
Vinamilk has invested heavily in research and development of new technologies to meet the
increasing demands of consumers and build a prestigious and reliable brand. They have also
expanded production and business into the beverage market, responding to the rapidly increasing
consumption trend in this sector. Vinamilk has built a system of strong, diversified brands that
are suitable for the needs and consumer psychology of Vietnamese people. They always strive to
become the most prestigious and reliable nutrition brand for all Vietnamese people. In short,
Vinamilk's product marketing strategy is successful thanks to grasping the real needs of
consumers, diversifying product lines, and creating prestige and brand through investment in
technology and management. product quality.
2.3. Price
Vinamilk applies a competitive pricing strategy, diversified price segments, flexibly adjusts
prices, and focuses on product value and quality. At the same time, Vinamilk also uses
promotional campaigns and incentives to attract customers and increase competition in the dairy
and functional food markets.

• Competitive pricing strategy: Vinamilk applies a competitive pricing strategy to attract

and retain customers in the dairy industry. They research and compare prices of
competitors and weigh the price and quality of products to ensure competitiveness in the
market
 • Price segment: Vinamilk offers products in different price segments to suit the needs and
financial capabilities of customers. They have product lines from low price to high price,
meeting the diverse needs of customers from different walks of life
• Flexible pricing strategy: Vinamilk is flexible in adjusting prices based on market
fluctuations, marketing strategies and competition. They can raise and lower prices
quickly to respond quickly to changing needs and industry competition.
• Promotion campaigns and incentives: Vinamilk regularly organizes promotions,
discounts and incentives to attract customers. This includes creating combo packs,
giveaways and special discounts so customers can buy products at a discounted price.

2.4. Place
Vinamilk approaches customers directly through online channels. They have an official website
and mobile app so customers can easily buy products online. In addition, Vinamilk also uses
social networking platforms to promote products and create interactions with customers. This
helps Vinamilk reach a large number of potential customers and create a convenient shopping
experience.
• Official website and mobile application: vinamilk.com.vn and Giacmosuaviet are official
websites and applications providing information about products, ingredients, manuals,
company information, news and promotional programs. These platforms are also used
to promote information about offline stores, such as addresses, opening hours, and
promotions, so that customers can come and buy in person.
• Social network: Vinamilk is present on social networking platforms such as Facebook,
Instagram, YouTube and LinkedIn. Through these channels, brands interact directly
with customers, share useful content, announce events, create interactive communities,
and respond quickly to questions and feedback from customers on these social
networking platforms.
• E-commerce channels and online distribution partners: Vinamilk cooperates with e-
commerce channels such as Tiki, Lazada, Shopee and other online stores to bring
products to customers quickly and conveniently profit. Vinamilk has also integrated
with delivery apps such as GrabFood and Now so that customers can order Vinamilk
dairy products and receive them at their doorstep. This creates convenience for
consumers and expands Vinamilk's product reach.
2.5. Promotion
To implement the Promotion Strategy, Vinamilk used the push - pull strategy. For push
marketing, VNM's goal is to bring brands and products to customers.
-Advertising: Although Vinamilk has appeared in the market since 1976 and is well known by
many people, the company does not hesitate to spend nearly 5 billion VND per day on
advertising. In the first 3 quarters of 2017, for every 5 billion VND spent on advertising and
research every day, Vinamilk earned 128 billion VND in revenue.
By multi-channel marketing, Vinamilk can communicate with a large number of people
simultaneously. Vinamilk's image has a strong influence on mass media such as television,
website, posters, etc. In particular, Vinamilk's advertising models are regularly renewed and
developed to bring new messages. and please the audience.
-Personal selling: In order to increase sales and build relationships with customers, Vinamilk has
selected employees with good communication skills and understanding customer psychology.
-Sale promotion: Vinamilk has also applied many promotions with different forms such as:
discounts, incentives for customers who are members of Vinamilk, gift exchange when getting
many gift stamps, giving 15% of the volume but price remains the same. In addition, Vinamilk
offers weekly quick promotions for online purchases on their e-commerce website.
-Public relation: Vinamilk always builds good relationships and attracts the public, builds a good
corporate image.

3. Digital marketing measurement Plan

3.1. Identifying the business objectives
A business objective is a specific, measurable, and attainable target that a company sets to achieve
within a defined timeframe. It serves as a guiding principle for strategic planning and decision-
making, providing direction and focus for the organization. Business objectives are typically
derived from the overall mission and vision of the company and are aligned with its long-term
goals.

Setting clear and well-defined business objectives is crucial for several reasons. First, they provide
a sense of purpose and direction for the entire organization, ensuring that all employees are
working towards a common goal. Second, they help in measuring progress and evaluating the
success of the company's strategies and initiatives. By having specific objectives, companies can
track their performance and make necessary adjustments to stay on track. Lastly, business
objectives also serve as a communication tool, both internally and externally, enabling
stakeholders to understand the company's priorities and expectations.

When defining business objectives, it is important to ensure that they are SMART: Specific,
Measurable, Achievable, Relevant, and Time-bound. Specific objectives are clear and well-
defined, leaving no room for ambiguity. Measurable objectives have quantifiable criteria that can
be used to track progress. Achievable objectives are realistic and feasible within the company's
capabilities and resources. Relevant objectives align with the overall mission and strategic
priorities of the organization. Time-bound objectives have a specific timeframe or deadline for
achievement, providing a sense of urgency and accountability.

Definition of Business Objective in Digital Marketing

In digital marketing, a business objective refers to the specific goals or outcomes that an
organization aims to achieve through its digital marketing efforts. These objectives are aligned
with the overall business goals and are crucial in guiding the digital marketing strategy and tactics.

In the book "Digital Marketing: Strategy, Implementation, and Practice," authors Ryan and Jones
emphasize the importance of aligning digital marketing objectives with the broader business
objectives. They highlight the need for clear, concise, and quantifiable objectives that can be
measured and tracked.
Vinamilk needs to increase sales to effectively compete with rivals. According to Vinamilk's
export activity report in the third quarter of 2022, net revenue recorded growth again, but over
the same period, export activities still face many challenges due to reduced purchasing power in
the Chinese market. This in part led to a decline in the company's sales. The company is
increasing its exports to Southeast Asia to diversify its revenue sources and offset the Middle
East market.
3.2. Identifying the marketing objectives
In the article "Setting Marketing Objectives for Digital Advertising" by the Digital Marketing
Institute, it is suggested that marketing objectives in digital marketing plans should be focused on
specific areas such as increasing brand awareness, driving website traffic, generating leads,
improving customer engagement, and increasing conversion rates. These objectives should be
specific, measurable, and time-bound to enable effective tracking and evaluation.

For example, the goal of the campaign "Vinamilk 40 years - Rising to Vietnam" is branding and
communication for the event celebrating the 40th anniversary of Vinamilk Group's establishment.
With the continuous efforts of the Mediacom team, Vinamilk's campaign "Vinamilk 40 years -
Rising to Vietnam" has achieved positive numbers as follows:

The "Quỹ sữa Việt Nam" campaign, providing milk to 40,000 underprivileged children in 40
provinces, has gained media attention. Coverage includes the CEO's historic decisions, the
campaign's impact, and Vinamilk's international success in business and stock markets. The
emotional TV commercial, "Vinamilk 40 năm – Vươn cao Việt Nam," has also garnered praise.
Overall, media coverage highlights Vinamilk's philanthropy and achievements over its 40-year
journey.

3.3. Brand impact

Brand impact in digital marketing refers to the influence and perception of a brand created through
various digital marketing activities and interactions. It measures the effectiveness of digital
marketing efforts in shaping brand awareness, brand image, brand loyalty, and overall brand equity
in the digital space. Brand impact is often assessed by analyzing key performance indicators (KPIs)
such as reach, engagement, sentiment analysis, customer feedback, and conversions to evaluate
the effectiveness of digital marketing campaigns in achieving brand-related goals.

Key Questions to Ask of the Data:

• Did our target audience see our ads?
• How many unique individuals did I reach ?
• How much of my ad was visible and audible ?
• What was the impact of our commercials on brand metrics?
• Were our advertising noticed by humans rather than bots?
• How do we keep track of devices in relation to people?
• Are our ads being viewed in the correct places?
The methods to collect data: Use Semrush
Semrush, a renowned SEO tool, offers an array of valuable features for digital marketers seeking
to enhance their online visibility and optimize their content marketing efforts. One crucial aspect
of Semrush is its capacity to provide comprehensive keyword research and analysis. (Filip
Stojanovic 2022)

With access to the largest keyword database in the industry, boasting over 20 billion keywords,
Semrush empowers users to delve into a vast array of keyword variations related to their target
keywords. For instance, when exploring the keyword "Vinamilk's," users can effortlessly obtain
thousands of keyword variations linked to this specific term. (Sandeep Mallya 2023)
The data collected through Semrush's keyword research tool is immensely valuable. Marketers can
gain insights into the geographic distribution of searches related to "Vinamilk's," allowing them to
identify regions or countries where this keyword garners the most interest. Moreover, by tracking
the average monthly search volumes over time, marketers can gauge the popularity and search
demand for "Vinamilk's" and how it fluctuates throughout different periods.

Semrush's integration with prominent Google products such as Google Analytics and Google
Search Console further amplifies its capabilities. This integration facilitates seamless online
visibility management and content marketing, enabling marketers to harness the power of these
tools in conjunction with Semrush's robust features.

In addition to its integration with Google products, Semrush also seamlessly integrates with
popular social media networks like Facebook, Twitter, and Instagram. This integration allows
marketers to incorporate social media marketing into their overall strategy, leveraging these
platforms to expand their online presence and engage with their target audience effectively.

Semrush goes beyond search engines and social media platforms by integrating with other
industry-leading tools. For instance, its integration with WordPress provides smooth content
management capabilities, streamlining the process of creating and optimizing content. Integration
with task management tool Trello enables efficient project management, while integration with
Majestic enhances SEO capabilities, enabling marketers to delve deeper into link analysis and
backlink strategies.

In summary, Semrush empowers digital marketers with its extensive keyword database,
comprehensive research capabilities, and seamless integration with various Google products,
social media networks, and other essential tools. By utilizing Semrush, marketers can effectively
optimize their online visibility, drive targeted traffic, and elevate their content marketing
endeavors to new heights. (FinancesOnline 2023)

Semrush, as highlighted by Adam Connell in 2023, offers several pros and cons for digital
Vinamilk. Let's explore them in more detail:
 Pros:

Huge Databases: Semrush boasts one of the industry's largest keyword databases, containing over
20 billion keywords. This extensive database allows Vinamilk to access a wide range of keyword
variations and uncover valuable insights.

Broad Feature Set: Semrush provides users with more than 50 tools, offering a comprehensive
suite of features for various digital marketing needs. These tools cover areas such as keyword
research, competitor analysis, backlink analysis, content optimization, and more.

Extensive Backlink and Keyword Metrics: Semrush offers robust metrics and analytics for
backlinks and keywords. Vinamilk can analyze the quality and quantity of backlinks pointing to
their website, as well as track keyword rankings and performance to refine their SEO strategies.

Powerful Link-Building Features: Semrush provides advanced link-building features that enable
Vinamilk to identify link-building opportunities, analyze competitor backlink profiles, and track
the effectiveness of their link-building campaigns.

Cons:

Traffic Analytics Data Isn't Always Accurate: One drawback mentioned is that the traffic analytics
data provided by Semrush may not always be entirely accurate. While it offers valuable insights,
it's important to cross-reference and validate the data with other sources for a more comprehensive
understanding.

Data Only Covers Google: Semrush primarily focuses on data from Google, which means it may
not provide insights into other search engines or platforms. Vinamilk should be aware that the data
provided by Semrush might not fully represent the entire online landscape.

UI Is a Little Cluttered: According to the review, the user interface (UI) of Semrush can be
perceived as cluttered. This could potentially lead to a steeper learning curve for new users and
require some familiarization with the tool's navigation and layout. (Adam Connell 2023)

Semrush can help answer these questions:

1. Did our target audience see our ads? Semrush can provide insights on ad impressions,
clicks, and if your target audience is seeing your ads.
2. How many unique individuals did I reach? Semrush can provide data on the number of
unique individuals who saw your ads.
3. How much of my ad was visible and audible? Semrush can provide insights on viewability
and audibility metrics, including whether your ad was fully visible and audible to your
audience.
4. What was the impact of our commercials on brand metrics? Semrush can help you track
brand metrics such as brand awareness, consideration, and preference, and how they are
affected by your ad campaigns.
 5. Were our advertising noticed by humans rather than bots? Semrush can provide insights
on ad fraud and bot traffic to help you identify if your advertising is being seen by humans
or bots.
6. Are our ads being viewed in the correct places? Semrush can help you analyze your ad
placements and performance on different platforms, devices, and locations to identify areas
for improvement.

How to use?
Step 1: Visit the website SEMrush.com
Step 2: Enter domain, URL or keyword to be crawled in the search box
Step 3: Press Search or Enter. The website will then give a statistics of a lot of data such as Organic
Search Traffic, Paid Search Traffic, Backlink, top organic keywords…

3.4. Consumer outcomes

Customer Outcome is the true customer goal and the next phase of customer experience. Customer
outcomes can be many things – saving time, saving money, increasing revenue. In a nutshell, it’s
what your product can do for your customer and the measurable results that your customer can see.
To successfully define these value-drivers, it’s important that your organization works together to
understand what those potential outcomes are so that you can set realistic customer expectations
at the point of sale and carry that message through the entire customer experience (Valuize, 2021).

Key question:
1. Do Vinamilk products satisfy customers’ desires?
2. How Vinamilk product satisfy customers’ desire?
3. What is the percentage of customers repurchasing the product?
4. What percentage of customers make purchasing decisions on your website?
5. Where on the website do customers click the most?

Microsoft clarity:
Microsoft Clarity is a free analytics tool that helps understand user behavior and guides how users
interact with various website functions. It helps to gain insight into the performance of the data on
your site, measures metrics related to engagement, and can identify areas for improvement. The
added advantage is that you can easily monitor the performance of your website even with millions
of visitors and can get outstanding results without compromising on site speed.
Microsoft Clarity is capable of handling heavy traffic on your website without any extra fees. The
Clarity engine is designed in such a way that it does not affect page load times, and this makes it
easy for users to navigate through the site and not have to wait long for the page to load.
(meetanshi)

Clarity Dashboard: The Clarity Dashboard in Microsoft Clarity offers Vinamilk high-level
insights into user behavior and provides various charts and metrics related to sessions, traffic
sources, and user frustration. Vinamilk can utilize advanced filters to search for specific criteria
such as cursor movements, operating systems, and resized pages. Additionally, Clarity allows
Vinamilk to create custom tags, enabling faster and more targeted session reviews, such as
identifying conversions, finding heatmaps and session recordings for specific users, and tracking
the activities of logged-in users.

Frustration Metrics: One of the key features of Microsoft Clarity is its ability to identify and
address usability issues through frustration metrics. Vinamilk can track specific interactions that
indicate UX design flaws, such as rage clicks (rapidly clicking in the same area multiple times),
dead clicks (clicking on an element with no response), excessive scrolling (frequent and rapid
scrolling indicating poor discoverability or irrelevant content), and quick backs (quickly
navigating back to the previous page). By analyzing these metrics, Vinamilk can identify and
eliminate usability issues that may lead to website abandonment.

Session Replays: Microsoft Clarity provides session replays that allow Vinamilk to see how users
actually experience its website. These replays track cursor movements, clicks, and other user
actions, and provide additional information such as entry and exit URLs, session duration, date,
and device. Vinamilk can utilize the "Skip inactivity" feature to quickly skim over periods of user
inactivity and focus on relevant portions of the recordings. The "More details" option provides a
timeline of users' actions, allowing Vinamilk to click on specific actions and jump to the
corresponding moments in the recording for further analysis.
Heatmaps are a valuable feature in Microsoft Clarity that allows Vinamilk to visualize aggregated
user sessions and gain insights into how users interact with their website. By using different colors
to represent popularity, heatmaps provide a clear understanding of which areas of a page are more
engaging to users and which areas receive less attention.

There are three types of heat maps available in Clarity:

Click Heatmaps: Click heatmaps display where users clicked on a desktop page. By analyzing
click heatmaps, Vinamilk can identify the most clickable areas of their website and understand
which elements or links attract the most user interaction. This information can help Vinamilk
optimize their website layout and design to enhance user engagement.

Tap Heatmaps: Tap heatmaps are specific to mobile and tablet pages, showing where users tapped
on the screen. Vinamilk can utilize tap heatmaps to understand how mobile users interact with
their website, identify popular touchpoints, and optimize their mobile user experience accordingly.

Scroll Heatmaps: Scroll heatmaps provide insights into how far users scroll down a page. By
hovering over different sections of the page, Vinamilk can view the percentage of users who
reached specific points. This helps Vinamilk understand user engagement and identify the average
fold—the area visible to users without scrolling. With scroll heatmaps, Vinamilk can optimize
content placement and ensure that key information is displayed within the initial view.
3.5. Customer value
Customer value refers to the level of satisfaction and perceived worth that a customer derives from
a product or service in relation to the costs incurred. It is a measure of the benefits received by the
customer compared to the price paid or the effort expended. The formula commonly used to
represent customer value is CV = B - C, where CV represents customer value, B represents the
benefits received, and C represents the costs incurred.

Customer value can be assessed based on various factors, including the price of the product or
service, the quality and features it offers, the level of customer service provided, and the overall
experience of using the product or service. Customers evaluate the value proposition based on their
individual needs, preferences, and expectations.

Understanding and enhancing the customer value proposition is crucial for businesses as it helps
them better meet customer needs, enhance satisfaction, and build strong brand loyalty. By
continually improving and enriching the value provided to customers, companies can create a
competitive advantage, increase customer satisfaction, and foster positive brand image and loyalty.

It's important that increasing customer value does not necessarily mean reducing company profits.
On the contrary, when customers perceive higher value in a product or service, they are often
willing to pay a premium price, leading to increased profitability for the company.
(blog.hubspot.com-June 24, 2022)

The formula for customer value can be written as:

1.What is the customer's purchasing criteria?
2.How satisfied are you with our product?
3.What percentage of customers buy Vinamilk products?
4.When launching the Vinamilk product line, were customers excited about the product?
5. What is the percentage of customers who buy the product again?
6.What benefit do you find most valuable when using our product or service?
 • Primary research
Primary research is conducted to collect firsthand data directly from customers. In the context of
evaluating customer value, the following data can be collected:
Customer's purchasing criteria: Conduct surveys or interviews to understand the factors that
influence customers' buying decisions, such as price, quality, brand reputation, convenience, etc.
Customer straight rebuy ratio: Analyze purchase data and customer behavior to determine the
percentage of customers who repeatedly purchase from Vinamilk without considering other
alternatives.
Customer satisfaction: Use surveys or feedback forms to measure customers' satisfaction levels
with Vinamilk products or services. This can include rating scales, open-ended questions, or Net
Promoter Score (NPS) assessments.
Level of satisfaction when launching new products: Gather feedback from customers on their
satisfaction levels when Vinamilk introduces new products or innovations. This can be done
through surveys, focus groups, or user testing.

To collect the primary research data:

Online surveys: Create online surveys using platforms like Google Forms or SurveyMonkey and
distribute them to Vinamilk customers through email, social media, or website channels.
Social media measurement tools: Utilize measurement tools provided by platforms like
Facebook and YouTube to track views, likes, shares, and comments on Vinamilk-related content.
This can provide insights into customer engagement and reactions.
Tools: Survey Monkey

Branching/Skip Logic: With this feature, Vinamilk can create dynamic surveys that adapt based
on respondents' answers. It allows the survey to skip irrelevant questions or direct respondents to
specific sections based on their previous responses. This helps to personalize the survey experience
and gather more relevant data.

Branding: SurveyMonkey allows Vinamilk to customize surveys with their own branding
elements such as logos, colors, and themes. This helps to maintain brand consistency and create a
professional and cohesive survey experience for customers.
Multimedia Support: Vinamilk can enhance their surveys by incorporating multimedia elements
such as images, videos, and audio clips. This can be particularly useful when gathering feedback
on product packaging, advertising campaigns, or other visual aspects of their offerings.

Multilingual Surveys: Vinamilk operates in a diverse market, and SurveyMonkey provides

multilingual survey capabilities. This allows Vinamilk to create surveys in multiple languages,
catering to the preferences and needs of different customer segments.

• Secondary research
Secondary research involves analyzing existing data and market insights to gather information
relevant to evaluating customer value. For Vinamilk, the following areas can be explored:
The impact of Vinamilk on the market: Analyze market reports, industry publications, and
competitor analysis to understand Vinamilk's market share, growth rate, and influence within the
dairy industry.
Customers' reaction to Vinamilk: Conduct literature reviews and analyze customer feedback,
reviews, and social media discussions to gain insights into customers' opinions, experiences, and
perceptions of Vinamilk products.
Customers' reaction to price changes: Explore market research reports, pricing studies, or
economic data to understand how customers respond to price changes by Vinamilk, including price
increases or discounts.
Evaluation of Vinamilk promotions: Analyze sales data, consumer surveys, or campaign
performance metrics to assess the effectiveness of Vinamilk's promotional activities and their
impact on customer satisfaction.
To collect secondary research data:
Google Analytics: Use Google Analytics to analyze website traffic, user behavior, and conversion
rates. This can provide insights into customer engagement, website performance, and online
marketing effectiveness.

Google Analytics offers several key features that can help Vinamilk gain valuable insights into
their website and online marketing efforts:
Website Traffic Analysis: Google Analytics provides detailed information about website traffic,
including the number of visitors, page views, and session duration. Vinamilk can analyze the traffic
sources, such as organic search, social media, or referral links, to understand where their website
visitors are coming from.

User Behavior Analysis: Vinamilk can track user behavior on their website, including the pages
visited, the time spent on each page, and the actions taken (e.g., clicks, downloads, form
submissions). This data helps understand how users interact with the website and identify areas
for improvement.

Conversion Tracking: Google Analytics allows Vinamilk to set up conversion tracking, which
helps measure the effectiveness of their online marketing campaigns. They can track specific
actions, such as purchases, newsletter sign-ups, or form submissions, to determine the conversion
rates and the ROI of their marketing efforts.

Audience Segmentation: Google Analytics enables Vinamilk to segment their website visitors
based on various criteria, such as demographics, geography, behavior, or device type. This
segmentation helps gain insights into different user groups and tailor marketing strategies
accordingly.

Customizable Dashboards and Reports: Google Analytics allows Vinamilk to create

customized dashboards and reports, presenting the data that is most relevant to their business goals.
They can visualize and share data with stakeholders to track progress and make data-driven
decisions.
Integration with Other Google Marketing Tools: Google Analytics seamlessly integrates with
other Google marketing tools, such as Google Ads and Google Search Console. Vinamilk can
combine data from these platforms to gain a comprehensive view of their online marketing
performance.
3.6. Attribution
Marketing attribution analysis helps Vinamilk understand the impact and effectiveness of their
marketing campaigns. It enables them to identify the most effective marketing channels, optimize
campaign performance, understand the customer journey, allocate resources effectively, and
measure campaign ROI. This analysis provides valuable insights for improving marketing
strategies and driving better results.

Key question :
• What channels did consumers see the messages on?
• What messages have an impact on the customer's buying journey?
• Which platforms are getting the most brand engagement?
• How can companies collect customer data quickly?
• Which channels and strategies have the most positive impact on business?

Brand24 goes beyond being a mere social monitoring tool. The comprehensive data and analytics
you can derive from this work together to paint a big picture.

Key Features: Audience Segmentation, Competitive Analysis, Configurable Alerts, Customer

Engagement, Dashboards, Influencer Tracking, Reputation Management, Sentiment Analysis,
Trend Tracking, Visual Analytics, Media Monitoring, Brand Management, Hashtag Tracking,
PDF Reports, Influence Score, Presence Score, Newsletter Tracking, Trending Links
(influencermarketinghub, 2023) )

Channels: Facebook, Instagram, Twitter, Tik Tok, Youtube, Podcast, Photos, Video, Pinterest,
Social, Reddit, Quora, Newsletter, Blog, Forum, Reviews, News, TV Recordings
(influencermarketinghub, 2023)

Audience Segmentation: Vinamilk can segment their target audience based on social media
conversations, enabling them to understand different customer segments and tailor their
marketing strategies accordingly.

Competitive Analysis: Vinamilk can monitor their competitors' online presence and
performance, gaining insights into their marketing strategies and identifying opportunities for
improvement.
Sentiment Analysis: By analyzing social media mentions, Vinamilk can assess the sentiment
surrounding their brand, track trends over time, and make informed decisions to manage their
brand reputation effectively.

Influencer Tracking: Vinamilk can identify and track influencers who mention or promote their
brand, allowing them to collaborate with relevant influencers and reach a wider audience.

Trend Tracking: Vinamilk can stay up-to-date with industry trends and discussions, enabling
them to adapt their marketing strategies to align with emerging trends and customer preferences.
4. Recommendations and Conclusions
• Performance Evaluation: Digital marketing analysis helps evaluate the effectiveness of
various marketing campaigns and channels. By measuring metrics such as website traffic,
conversion rates, social media engagement, and campaign ROI, Vinamilk can assess the
success of their digital marketing initiatives and allocate resources accordingly.
• Customer Insights: Through analysis and measurement, Vinamilk can gain insights into
customer behavior, preferences, and trends. By understanding their target audience's needs
and preferences, Vinamilk can tailor their digital marketing efforts to resonate with their
customers, deliver relevant content, and enhance customer engagement.
• Competitive Analysis: Digital marketing analysis allows Vinamilk to assess their
performance compared to competitors. By monitoring key metrics and analyzing
competitor strategies, Vinamilk can identify areas for improvement, capitalize on market
gaps, and stay ahead in the competitive landscape.

Based on the analysis and measurement conducted, here are some recommendations for
Vinamilk's future digital marketing strategy:

• Embrace Data-driven Decision Making: Continue leveraging data and analytics to drive
marketing decisions. Invest in robust analytics tools, establish clear metrics, and regularly
monitor and analyze performance to optimize campaigns and strategies.
• Personalize Customer Experiences: Utilize customer data and segmentation to deliver
personalized and targeted marketing campaigns. Leverage automation tools to deliver
relevant content to specific customer segments and enhance customer engagement.
• Invest in Content Marketing: Create high-quality and engaging content to establish
Vinamilk as a thought leader and trusted source in the industry. Develop a content strategy
that aligns with target audience interests and leverages various content formats such as
articles, videos, and infographics.
• Enhance Social Media Presence: Strengthen Vinamilk's social media presence by
actively engaging with customers, responding to inquiries and feedback, and sharing
valuable content. Leverage social listening tools to monitor brand mentions and sentiment
and identify opportunities for customer engagement and reputation management.
• Explore Influencer Partnerships: Identify relevant influencers in the industry and
collaborate with them to reach a wider audience and build brand advocacy. Develop
mutually beneficial partnerships that align with Vinamilk's brand values and target
audience.
• Continuously Measure and Optimize: Implement a culture of continuous measurement
and optimization. Regularly monitor key metrics, conduct A/B testing, and iterate on
campaigns based on data-driven insights to improve performance and drive better results.

5.References and Appendices

1. amis.misa.vn. 2023. [Mới nhất] Phân tích SWOT của Vinamilk chi tiết nhất 2023.
[ONLINE] Available at: https://amis.misa.vn/28324/phan-tich-swot-cua-vinamilk/.
[Accessed 28 June 2023].
2. brandsvietnam.com. 2023. Vinamilk đặt mục tiêu tăng trưởng 'khủng'. [ONLINE]
Available at: https://www.brandsvietnam.com/1431-Vinamilk-dat-muc-tieu-tang-truong-
khung. [Accessed 28 June 2023].
3. databox.com. 2022. What is Semrush? A Complete Guide to Semrush Features, Metrics,
and Reporting Dashboards | Databox Blog. [ONLINE] Available at:
https://databox.com/what-is-semrush. [Accessed 28 June 2023].
4. fieldcheck.biz. 2023. Hệ thống quản lý doanh số bán hàng tốt nhất | FieldCheck | Khách
hàng. [ONLINE] Available at: https://fieldcheck.biz/. [Accessed 28 June 2023].
5. marketingai.vn. 2017. [Case Study] Vinamilk và chiến dịch ý nghĩa 40 năm Vươn Cao Việt
Nam. [ONLINE] Available at: https://marketingai.vn/vinamilk-chien-dich-40-nam-vuon-
cao-vn/#2_Muc_tieu_cua_Vinamilk. [Accessed 28 June 2023].
6. www.prosperohub.com. 2023. 9 Best Features of HubSpot's Marketing Hub. [ONLINE]
Available at: https://www.prosperohub.com/blog/9-best-features-of-hubspots-marketing-
hub. [Accessed 28 June 2023].
7. Ryan, D., & Jones, C. (2018). Digital Marketing: Strategy, Implementation, and Practice
(6th ed.).
8. Taylor, D. G., & Taylor, C. R. (2012). Setting Campaign Objectives in the New Media
Landscape. Journal of Advertising Research, 52(4), 437-446.
9. www.toptal.com. 2023. Using Microsoft Clarity to Better Understand Users | Toptal®.
[ONLINE] Available at: https://www.toptal.com/designers/ux-research/microsoft-clarity.
[Accessed 28 June 2023].
10. www.valuize.co. 2021. The Real Difference Between Customer Outcomes and Value |
Valuize. [ONLINE] Available at: https://www.valuize.co/customer-outcomes-and-value/.
[Accessed 28 June 2023].
11. www.vinamilk.com.vn. 2023. [ONLINE] Available at:
https://www.vinamilk.com.vn/static/uploads/documents/bctc/1666953469_20221028_-
_VNM_-_Ban_tin_nha_dau_tu_Q3.2022_.pdf. [Accessed 28 June 2023].
12. www.semrush.com. 2023. vinamilk: Overview, Keyword Overview. [ONLINE] Available
at: https://www.semrush.com/analytics/keywordoverview/?q=vinamilk
13. Digital Marketing Institute. (n.d.). Setting Marketing Objectives for Digital Advertising.
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