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Group 1 MKT318m Group Assignment Report

Digital marketing 1 (Trường Đại học FPT)

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GROUP
ASSIGNMENT
DIGITAL MARKETING 1

Class : MKT1612
Lecturer : Trần Vi Anh
Period : SUMMER 2022
Group : 1
Member : Phạm Hải Yến Anh
Đinh Thu Thảo
Lê Thị Thảo
Ma Tuấn Anh
Nguyễn Đức Anh
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TABLE OF
CONTENT
I. INTRODUCTION

1. Company Profile
2. Mission and Vision
3. About Product
4. Target Customer

II. DIGITAL MKT MIX EVALUATION

1. Explain the concept of digital mkt
2. Evaluate the digital mkt mix 4Ps

III. DIGITAL MARKETING CAMPAIGN

1. Identify the campaign objectives
2. Identify the action plans to achieve those
objectives
3. How do you assess the success of your
campaign (through which metrics)
4. Plan your approach to collecting your
data for campaign evaluation and
measurement — the data you require and
the sources (and tools) you will use.

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INTRODUCTION

1. Company Profile
Phu Nhuan Jewelry Joint Stock Company (English
name: Phu Nhuan Jewelry Joint Stock Company,
abbreviated name: PNJ) is a joint stock company in
Vietnam. This company specializes in manufacturing
and trading gold, silver, gemstone jewelry, business
gifts, fashion accessories, souvenirs, watches, buying
and selling gold bars, providing diamond and stone
testing services. precious metals, precious metals,
and real estate business. In 2010, PNJ was ranked
16th by Plimsoll in the top 500 largest jewelry
companies in the world.

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2. Mission and Vision

Vision
PNJ is constantly creating and developing to bring customers exquisite
products with real value to enhance the beauty of a person. As a leading
company in Vietnam, PNJ company always meets the needs of users with
exquisite product lines, diverse designs, diverse quality, not only that, but also
have meaningful meanings. profound and valuable message. As a dominant
enterprise in the jewelry market share, PNJ is not subjective but always
innovates, develops and enhances the value of existing products, develops new
products to meet all needs of customers. not only in the country but also
abroad. To meet the needs of new young customers, PNJ has launched Style By
PNJ brand to respect each customer's personality as well as create conditions
for customers to express their own personality. Producing and crafting jewelry
based on the unique style of each specific customer segment is a long-term
strategy of this business. Recently, PNJ's brand has just created an advertising
TVC at New York's Time Square and has been well received by foreigners. TVC
called "Beautiful couple in a home" with content inspired by true love has
attracted millions of views along with many very positive reactions. Thereby, we
can see that the PNJ brand has reached far beyond the foreign market, creating
the belief that market share can fly further in the future.

Mission
PNJ is constantly creating and developing to bring customers exquisite
products with real value to enhance the beauty of a person. As a leading
company in Vietnam, PNJ company always meets the needs of users with
exquisite product lines, diverse designs, diverse quality, not only that, but also
have meaningful meanings. profound and valuable message. As a dominant
enterprise in the jewelry market share, PNJ is not subjective but always
innovates, develops and enhances the value of existing products, develops
new products to meet all needs of customers. not only in the country but also
abroad. To meet the needs of new young customers, PNJ has launched Style By
PNJ brand to respect each customer's personality as well as create conditions
for customers to express their own personality. Producing and crafting jewelry
based on the unique style of each specific customer segment is a long-term
strategy of this business. Recently, PNJ's brand has just created an advertising
TVC at New York's Time Square and has been well received by foreigners. TVC
called "Beautiful couple in a home" with content inspired by true love has
attracted millions of views along with many very positive reactions. Thereby,
we can see that the PNJ brand has reached far beyond the foreign market,
creating the belief that market share can fly further in the future. 04

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3. About Product

1 High-end jewelry
PNJP's main products include: Gold Jewelry, High-grade
Silver Jewelry, Diamond Jewelry, Gemstone Jewelry,
Machine-crafted Lines

2 Company gifts

With the strength in design ability, manufacturing

technology and a team of skilled jewelers, PNJP is
one of the first brands to develop the Corporate Gift
product line.

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4. Target Customer
In recent years, users tend to choose to buy products at
famous brands, instead of choosing to buy at small stores.
Therefore, the nationwide coverage of PNJ stores is getting
bigger and bigger.

PNJ's stores are concentrated and distributed mainly in urban

areas, where a large population lives. People in these areas
often have a good average income or higher, and their
purchasing needs are also higher than in other areas.

PNJ's customers are usually individuals or corporate

organizations, etc., have had transactions to buy products
such as gold, silver, gems, diamonds at stores. The areas of
PNJ stores targeted to each audience are as follows:

PNJ Gold Store: Targets female customers

aged 25-45. These customers usually have a
good average income and spending.
PNJ Silver Store: Targets young customers
aged 15-25. The customers of this group are
often those who love fashion accessories
and like to assert themselves.
CAO Fine Jewelery Store: The customer
group that PNJ wants to target is high-
income customers. Are overseas
Vietnamese customers, or foreign tourists,
who are willing to pay for expensive jewelry
products.
Export of finished gold and silver jewelry: Up
to now, PNJ is the only enterprise operating
in this export segment. The markets that
PNJ targets are mainly the markets of the
US, Germany, Denmark, etc.

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DIGITAL MKT MIX EVALUATION

1. Explain the concept of Digital MKT
The COVID-19 epidemic has witnessed the most drastic change
of PNJ in their digital and digital marketing era.

Message shifting
The media messages changed completely when COVID-19 happened

Shifting the array

The volume of transactions on the god of fortune is always full. When the
epidemic happens, who will come to the store?
Campaign: Pre-order and receive on the day of the god of fortune. Make the
control rate of the business easier, better, more efficient.

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Move online
Buying gold and silver online doesn't sound feasible. But that's just hearing if
you haven't tried it. PNJ did it during COVID-19

Move to livestream
It sounds like only idols sell clothes, idols TIKTOK but PNJ can do that too. Very
attractive when watching the livestream full of gold and silver

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Highlights Strategies
It seems that today PNJ has become a "mobile world of the Gold and Gems
industry".

https://youtu.be/VCRA_CkvYYk

https://youtu.be/YNONS7V0CtY

https://youtu.be/yMaVEYzzVbQ

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Applying storytelling in PNJ's campaigns

PNJ is exploiting 2 main aspects nested in these stories: fashion and love.
In terms of fashion, PNJ focuses on bringing products to life situations in a subtle
way, hitting women's psychology strongly. With her products, a woman can shine at
any time from work, going out, meeting friends to moments of daily life.
In terms of love, PNJ cleverly transforms itself into a witness for the couple's love
that is about to reach the threshold of marriage. The TVCs that they put together
are simple but still impress viewers with the sweetness of love. Not stopping there,
the love story of PNJ is also extremely aesthetic and humane.
This is a bold move of a jewelry retail brand with more than 30 years of history like
PNJ. Each Storytelling campaign always creates a lot of sympathy for consumers,
especially young people, a customer that is the most difficult to convince.
Even recently, PNJ suddenly announced the TVC Video that was shown at Times
Square New York with high national pride. The story inside the ad is supported by
many Americans, and has been reported by more than 100 international and
domestic newspapers.

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2. Evaluate the Digital MKT mix 4Ps

Price
PNJ sells a variety of products and goods from customers' needs, jewelry lines are
constantly renewed in terms of designs and designs.
Especially, the customer base is also expanded from age to style, even pricing is also
rich according to the variety of products.
This helps PNJ attract all customers, sell goods in all segments, making their profits
also increase a lot.
=> There is not too much to say about the price strategy when applied to Gold, Silver
and Gems
Product
It can be said that the product marketing strategy is the strategy that contributes to
the greatest success for PNJ. At the beginning of its development, this brand chose
gold bars as its main product. Because, the consumer trend at that time was to
hoard gold bars.
The peak was in the period 2009 - 2011, when the financial market had strong
fluctuations, the global gold price skyrocketed, leading to a dizzying increase in the
domestic gold price. This inadvertently created attraction for investment activities,
gold surfing and helped PNJ increase revenue.
According to the statistics of this brand, the
total sales since 2008 were 4,200 billion, which
has skyrocketed to 17,300 billion in 2011. In
which, gold bar revenue has accounted for
50%.
However, over time, gold bars are no longer a
profitable product for PNJ, because its profit
margin is very thin. At the same time, this
product is also subject to strict control from
the state as well as the erratic rise and fall in
line with the world gold price trend.
Flexibly recognizing this factor, PNJ has shifted
its focus from gold bar business to jewelry
business. It is this quick transformation in
PNJ's marketing strategy that has helped them
overcome many immediate difficulties and
achieve certain achievements.

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Place
The more society develops, the more intelligent consumers are, they tend to choose
products of famous brands and jewelry is no exception. Therefore, the larger the brand
coverage, the more influence that brand has on consumers. PNJ's stores are
concentrated in big cities, where people have a good average income.
In recent years, Vietnamese consumers are gradually tending to choose famous brands
instead of buying jewelry at small retail stores. Therefore, PNJ follows the strategy of
increasing brand coverage with an increasingly large scale, so that their influence on
users is also large.
Thanks to the market share and distribution channel increasing year by year, easily
expanding in all markets, it will be difficult for other businesses to jump into retail
competition with PNJ.
PNJ has been present in most of 64 provinces and cities with 330 existing stores along
with a website and facebook system to order products all over the internet.Price
PNJ sells a variety of products and goods from customers' needs, jewelry lines are
constantly renewed in terms of designs and designs.
Especially, the customer base is also expanded from age to style, even pricing is also rich
according to the variety of products.
This helps PNJ attract all customers, sell goods in all segments, making their profits also
increase a lot.
=> There is not too much to say about the price strategy when applied to Gold, Silver
and Gems

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Promotion
PNJ's marketing strategy on communication can be said to be the most professional
and methodical campaign. This is one of the strengths of PNJ, especially when the
company is focusing on large campaigns, specializing in targeting customer insights
in the market.
Basically, PNJ always knows how to research deeply into the psychology of many
classes of customers. Specifically, the campaign "Golden Happiness" or "Priceless
gift", ... brought them many very positive results for this No. 1 jewelry brand in
Vietnam. From there, it helps the company increase its market share and have a
larger <Reach= ratio.
For example, with the media campaign <Priceless Gift=, all videos are shot with
realism. The story line resonates with PNJ viewers so they understand that women
are priceless and deserve the best.
And, in fact, this media ad has achieved the desired success. The proof is that there
are many comments showing consensus from viewers as well as discussing the story
in the clip.

Thus, thanks to the clip, customers

all know the brand PNJ. The
ingenious flexibility of integrating
each message into the campaign
sent to customers has created
many big victories for PNJ in the
jewelry industry, making the
opponent have to be afraid and
learn.
Almost all stories are positive, full
of beautiful meaning in life. Each
small story has its own content,
attracting many users to pay
attention and access. Therefore,
this is considered a
communication tool that has
helped PNJ become closer to
jewelry-loving customers.

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Digital marketing campaign

1. Identify the campaign objectives

With the "Only you" campaign, we have some goals as follows:

- The number of interactions on Website, Facebook, Youtube, Tiktok
platforms reaches 500,000-1,000,000 people.
- The product launch event attracted 10,000 people to register and
attend.
- Create exclusive value for the brand's products
- The message penetrates deeply into the psychology of customers,
making them see the meaning of the product.
- Interact and build with customers through their love stories.

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2. Identify the action plans to achieve those objectives

- Content marketing
+ Use free SEO tools like Ubersuggest (search engine optimization -
SEO). Create a keyword for the customer's search to increase
recognition and easily reach customers. Analyze competitors to
differentiate and differentiate our content.
+ Slogan of "Only You" campaign is "See how much I love you". Every
post on facebook, youtube must have a link to the main product
website with the hashtag #SHMILY.

- Marketing on social networks

+ Use digital tools, such as Websites, social networks such as facebook,
instagram, tiktok... Focus mainly on the main website pnj.com.vn and 1
main fanpage on facebook to have can reach, chat with customers and
also on the Youtube front.
+ With Facebook page, Instagram needs to post trendy articles, content
related to products. But it still has to be subtle, not crude and not
controversial.
+ On Youtube, it is necessary to create short ads (short versions), or
small stories of couples in love and marriage stories.
- Paid marketing
Advertising on social networks: running advertising programs on
platforms such as Facebook, Instagram with images of new products
"Only You"

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3. How do you assess the success of your campaign (through which

metrics)
One of the indicators to help evaluate the success of a brand is the KPI index.
KPIs show the effectiveness of the work, campaign, ... of the business. In PNJ's
"Only you" campaign, we use KPIs to measure the effectiveness of this
campaign. With the goal of reaching 500,000-1,000,000 interactions, social
networking platforms, if the KPI is greater than 500,000 interactions, the goal
has been reached, and the success rate is high. In addition, the KPI is also used
by us to measure the registration and event participation of our campaign, if this
indicator reaches 10,000 people or more, then this is a successful campaign.
ROI is an indicator of the ratio of profit received to the initial cost. The higher the
ROI, the greater the success of the campaign. Therefore, to increase the success
rate, we need to increase the ROI, by increasing the sales of the product through
marketing campaigns that reach as many customers as possible.

4. Plan your approach to collecting your data for campaign evaluation

and measurement — the data you require and the sources (and tools) you
will use.
Brand Measurements:
About Brand Measurements: Whether you're just getting started or you've been
building a brand for a while, measuring your progress allows you to see the
strength of your brand in the marketplace and how it has evolved. any over time.
After the "Only You" campaign has been launched for a certain period of time. We
will conduct surveys via the website or through phone conversations and
especially focus on surveys on facebook.
The questions asked in the survey are:
Do you know what our full name is?
After the "Only You" campaign, how would you define PNJ as a brand?
How recognizable is this campaign compared to PNJ's previous campaigns?
How did you know about the "Only You" campaign? (Facebook, twitter, instagram,
or on PNJ main website..?)
What experience do you remember most when shopping with our "Only You"
campaign?

Use Website Traffic Research: (Study Website Traffic)

We will take a look at the Google Web Analytics stats after launching the "Only
You" campaign. Use this tool to measure how many people clicked on the link to
the main website or how many people searched and visited the links of PNJ's
social media platforms. Using this tool will help answer the following questions:
How many people typed the URL of PNJ's main website, Facebook, Youtube,
Tiktok in the address bar of the search engine?
How many people have filled out the registration form to attend the new product
launch event on PNJ's main website?
Where did someone click on the website link/registration form for PNJ's new
product launch or from what source?
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=> From there, we can compare whether after the campaign, the interaction on
Website, Facebook, Youtube, Tiktok platforms will reach 500,000-1,000,000 people
or not. And the number of people who register and come to the product launch
will reach 1000 people compared to the initial goal that we have set.

Use Check the Search Volume Data: That's where Google Trends and the Google
Adwords Keyword Planner come into play. We will use this tool to measure how
many people searched through the brand name or through the campaign
hashtag "Only You". It will answer the question:
How many people visit our website through brand related keywords?

Customer Outcomes
Consumer outcomes Results happen along the consumer decision journey and
the path to sales. They're important for any brand to measure as they try to
influence consumer behavior as they try to influence
Use Customer Voice AI Analytics: Speaky tools for phone conversations with
customers.
to analyze consumers' attitudes towards the brand in the campaign "Only You."
Take the survey on Facebook. The questions are:
When you set foot in PNJ's store or shop online, what did you buy?
Do you often buy PNJ's products in person or online?
After the "Only You" campaign, how do you see the product's price?
When you come to participate in the new product launch, do you see that we
have met and satisfied your requirements?
Do you feel that PNJ has provided enough standard products to enhance your
product experience?
After the campaign, what message remains in your mind?
Then aggregate the results and then draw out what consumers are interested in
and what has influenced their product selection and purchase.
Use the net promoter score (NPS). is based on a simple survey created to send
via email or create on a website. The questions are:
Do you often buy PNJ's products in person or online?
How do you feel about the online and offline shopping experience?
Did the message of this campaign impress you?
What do you think and understand about the message and meaning of this
campaign?
When you come to participate in the new product launch, do you see that we
have met and satisfied your requirements?
Do you feel that PNJ has provided enough standard products to enhance your
product experience?
After the "Only You" campaign, what do you feel is different from other brands?
After the campaign, what message remains in your mind?
And in each question, you will leave the scoring frame from 0-10.

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Then, use the responses to gauge how efficient and seamless the current CX is. In a
standard NPS survey, responses from 0–6 are called "detractors." These are customers who
will not refer you to friends. Scores of 7-8 are called "satisfactory people," and customers
who score 9–10 are your "promoters."
Use these tools to measure whether our message is reaching deep into the psychology of
consumers compared to the intended target. And see if the message and meaning of the
product have a big impact on consumer buying behavior.

Customer Value
Customer value is the perceived value of a product or service to the customer compared to
possible alternatives. Value means whether customers feel they are receiving benefits and
services worth more than they paid for.
based on customer feedback to analyze customer attitudes towards the brand's products
and services.
After launching the "Only You" campaign, create a survey form on Google Forms.
Questions include:
What is your purchasing criteria?
Are you satisfied with PNJ products?
Do you find our prices suitable?
When launching a new product line, are you interested in this product?

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After the "Only You" campaign, what do you feel is different from other brands?
Will you come back to us?
Applying the Pareto Principle (80:20 Rule) in Customer Success demonstrates that 80
percent of your revenue comes from 20 percent of repeat or loyal customers.
Location: Knowing where PNJ's customers are is also helpful. This helps to understand
the potential for growth in specific geographic locations.
What do customers buy? Understanding what customers buy and why is also very
helpful. This will improve profit results.
Use the phone calls or chat contacts tool to be able to communicate directly with
customers. Discover 20% of use cases in nearly 80% of customers.This will help them
interact with customers and understand the goals and objectives behind using the
product or service.
need to collect the following data:
-Customer's purchasing criteria
-Consider what percentage of customers return to shop
Customer satisfaction with PNJ's products and services
Use Google Tools: Analytics, Trends, Consumer Barometer, etc.
These tools provide information about customers' thoughts and buying behavior
through conversations or through the actions of visiting, liking, commenting, on our
website or social media. ta.
From there, draw the criteria that customers aim for and who are our customers' goals?
At the same time, they create exclusive value for the brand's products.

Attribution
Marketing attribution is the practice of assessing the touchpoints that consumers
encounter along their path to purchase. The goal of attribution is to determine which
channels and messages have the greatest impact on the decision to convert or take the
desired next step.
Using the Adobe analytics tool to collect data related to the time that customers spend
accessing PNJ's websites and social networking sites (social media). or data about
whether a consumer clicked on a link, image, or text on a website. Did the consumer
click on the ad? to see which messages and ads have the most impact on consumers.
Use this tool to determine if consumer interaction on websites or media, like Facebook
or YouTube,

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Create a survey form on Google Form, including the following questions:

Through which channel did you know about the "Only You" campaign and its
message?
Are campaign messages impacting your buying journey?
On which platform do you interact with the brand the most?
Which touchpoint has the biggest impact on your buying journey (first-touch, last-
touch or in the process of conversion)?
Summarize the results and see where people are most exposed to the campaign.
Single-touch-models:
With First-touch: We will use social networking sites such as Facebook, YouTube,
etc. to promote the campaign "Only You" to bring the campaign closer to
customers. And when customers click on the photo or re-engage with the article,
Then they have completed the first touch.
This step takes place when customers decide to buy from us (add to cart and
checkout) or come to buy directly at the store.
To go from first-touch to last-touch, we need 1 conversion step. In this step,
customers may have the behavior of clicking on the link to the sign-up form
(Google form) to participate in the launch of the campaign's new product. Or they
will tend to be more interested in and engaged with our social networking sites.
We will use the Google form tool to create a registration link and use that tool to
measure how many people sign up. And use the Google analytics tool to measure
how many people interact and visit our social networking sites. With Google
Analytics, users can also get unprecedented insights into customer information,
especially their gender, age, location, and interests.
From there, you can consider bringing them into the group of potential customers.
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Date//Time//Year

Recommendations
- How did your digital marketing analysis and measurement contribute to
the overall marketing strategy of that organization?
In the current digital age, the Internet has changed people's lives a lot.
Therefore, besides traditional marketing strategies for digital marketing,
marketers need strategies. For a successful digital marketing strategy, digital
marketing analytics and measurement is a prerequisite. First, the analysis of
digital marketing helps the company have certain orientations for business.
From the analysis to know the strengths and weaknesses that the business
achieved / not achieved to come to new specific and clear goals. With advances
in technology, digital marketing is easily measured with easy-to-use and big
data tools, or on social networking sites that also provide businesses with an
easy measurement such as Facebook, Instagram, Youtube, etc. Moreover, these
platforms easily suggest to businesses effective strategies to optimize costs
while still achieving the goals that businesses are aiming for. Moreover,
measuring and reaching customers also avoids a duplicate approach that is
wasteful for the company. This greatly reduces marketing costs compared to
traditional marketing. Next is digital marketing for businesses to reach more
customers than ever before. Through analytics, marketers also better
understand their potential customers and understand exactly what their
customers are searching for. In this way, businesses can easily access market
share and create customer loyalty for the brand. Additionally, digital tools also
make it easier for marketers to track direct customer responses. It makes it
easier for businesses to get customer feedback. Thereby improving, satisfying
and building sustainable relationships between customers and businesses.

-What recommendations can you give to the organization for their future
digital marketing strategy?
Currently, the company has used many communication platforms to increase and
attract interaction such as social networking platforms: YOUTUBE, FACEBOOK,
INSTAGRAM, TIKTOK. However, currently, businesses have not really improved
their interaction with customers, using advertising articles and videos, this
method is not really optimal. To reach customers, communication is required.
Therefore, communication is the most natural way for brands to reach customers.
And, tools that have the ability to communicate and interact like Amazon's Alexa,
Microsoft's Cortana, chatbots, and more. will demonstrate their place in the
customer's daily routine and life, may provide information about new products,
promotions, or may simply bring joy to the user.

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CONCLUSION
After thorough research on PNJ. We realize that in order to launch a new product
that is effective and accepted by consumers, it is necessary to be agile in
recognizing customer needs, carefully studying the market and making
development policies. . new fit. In addition to learning about customers, the
company should also focus on researching and considering competitors, see what
strengths and weaknesses they and their company have in order to come up with
a strategy to develop new products. . fit. Therefore, to create UNIQUE and unique,
it is necessary to have an outstanding and special product to mark the company's
image. Want a good strategy that is clear, specific and suitable for the company's
resources. When launching a product on the market, it is necessary to thoroughly
understand the needs and attitudes of customers towards the product, to adjust
accordingly, to urge the services and staff to work in the market in the most
effective way. . If the above factors are implemented, PNJ's products will make a
mark and stand firmly in the market in the future.

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References and Appendices

Qualtrics. 2020. How to Measure Brand Equity: 7 Proven Ways - Qualtrics.
[ONLINE] Available at: https://www.qualtrics.com/blog/brand-equity-measure/.
[Accessed 18 July 2022].

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