Table of Contents

I) Introduction.......................................................................................................................................2
II) A marketing plan for Winmart meets marketing objectives......................................................3
1. A marketing plan that includes key elements of marketing planning for Winmart to achieve
marketing objectives.................................................................................................................................3
1.1 Executive summary.......................................................................................................................3
1.2 Current Marketing Situation Analysis.........................................................................................4
1.3 The strategic marketing plan links with the overall organisational mission, corporate
strategy and objectives..............................................................................................................................9
1.4 SMART marketing objectives for the marketing plan.............................................................10
2. A detailed tactical marketing plan that integrates the extended marketing mix to achieve
marketing objectives...............................................................................................................................11
3. A strategic marketing plan for Winmart that measures achievement of marketing objectives
within key performance metrics.............................................................................................................15
3.1 A strategic marketing plan................................................................................................................15
3.2 Budget marketing..............................................................................................................................15
3.3 Control and monitoring measures....................................................................................................16
III) A media plan to support a marketing campaign for Winmart.................................................17
1. A media plan that includes recommendations and rationale for selected media activities that
meet budgetary requirements and objectives of a marketing campaign brief....................................17
1.1 Media Goals & Objectives...........................................................................................................17
1.2 Target audience............................................................................................................................19
2. An integrated multimedia plan, selecting appropriate digital, offline and social media channels
for communication...................................................................................................................................20
3. A justified integrated multimedia plan based on quantitative and qualitative criteria..............20
IV) Conclusion....................................................................................................................................20
V) References....................................................................................................................................20
I) Introduction

As the supermarket chain's junior marketing analyst, I have been diligently preparing the
rollout of the own-brand non-food products. This will be positioned in a manner that is
distinct and enticing, combining exceptional flavour and value for customers.

I must build a persuasive and inventive marketing strategy for WinMart's non-food
products. It must establish a bold marketing plan and contain tactical actions that are linked
with the Winmart’s overarching goals. This marketing plan must also incorporate a media
strategy as part of the overall marketing effort.

In this assignment, I choose Winmart’s laundry detergent to investigate. It belongs to

non-food products line of Winmart and WinMart Home laundry detergent is made solely for
the convenience store networks and supermarkets of Wincommerce. Despite being one of the
newest brands of washing powder, it has swiftly grabbed market share and is favoured by a
large number of Vietnamese consumers.

II) A marketing plan for Winmart meets marketing objectives

1. A marketing plan that includes key elements of marketing planning for Winmart to
achieve marketing objectives

1.1 Executive summary

Previously known as Vinmart, WinMart is a supermarket system owned by Vingroup,

Vietnam. This system becomes operational on November 20, 2014. According to Vietnam
Report's November 2017 figures, WinMart and its subsidiary chain WinMart+ are among the
top 2 retailers in Vietnam and among the top 4 in top 10 reputable retailers in 2017.

WinMart operates approximately 111 supermarkets and more than 1,800 WinMart+
outlets in roughly 50 provinces and cities with a total business area of more than 300,000 m2
and employs more than 11,000 individuals as of May 2019. By August of 2019, there will be
2,200 Winmarts and Winmart+.

VinMart sells fresh and semi-processed foods, apparel, cosmetics, household appliances,
stationery, and toys, among other items.
 Vinmart changed their names to WinMart and WinMart+ on January 15, 2022, when they
were acquired by Masan Corporation.

1.2 Current Marketing Situation Analysis

a. PESTLE

A PESTLE analysis investigates the external factors with the greatest impact (Political,
Economic, Sociological, Technological, Legal, and Environmental) on an organisation. It can
assist human resource professionals and senior managers with strategic decision-making in a
variety of situations (CIPD, 2021).

Political The political stability and growth policies of Vietnam provide investors
with a market overview and encourage business output. This is a
tremendous benefit for manufacturers like Winmart, allowing them to
boost production and revenue, as well as their product market share.

Economic Vietnam's economy has grown gradually during the past few years. The
fourth-quarter GDP growth rate in 2021 was 5.22% greater than the
same time in 2020, while the CPI grew 1.88%. (Chien, 2021). With the
passage of the socio-economic development plan by the National
Assembly in 2022, a 6-6.5% increase in GDP and CPI is anticipated.
The index is 4%. (Chien and Duan, 2021). High economic growth
increases per capita income, which improves the standard of living.
Living and dietary requirements have increased. Winmart's products are
essential to human survival.

Sociological Life is developing more and more in the direction of modernizing

technology, people's incomes also increase and they prefer products and
services that bring convenience and convenience to their lives. They
prioritize shopping at convenience stores, ensuring prestige and quality,
which are highly appreciated and used by society. They gradually
change the habit of buying consumer goods at traditional retail stores to
large retail chains across the country. Winmart have meet this human
demand.
 Technological People tend to buy more online. Being able to freely choose, shopping
and evaluate products online helps people's life shorten the time they
have to go shopping in person.

Legal Winmart registers copyrights for products manufactured and sold by the
brand itself. In addition, Winmart also ensures the processes in buying
and selling retail products to the store.

Environmenta Products that are suitable and protect the environment are prioritized and
l encouraged to use. Winmart did a great job in this task when launching
the Vineco food chain produced by Winmart itself, ensuring both quality
and helping to protect the environment.

b. SWOT

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a technique for

discovering and assessing internal and external opportunities and threats that affect current
and future operations and contribute to the formation of strategic goals. (Will, 2022).

Strengths - Local enterprises with cultural awareness, investors, and local partners
with VinCommerce's support policies for domestic suppliers are highly
pragmatic, providing domestic consumers with numerous opportunities to
use high-quality Vietnamese products.

- Under the motto "For a better life for the Vietnamese people," Winmart
and Winmart+ carry out a variety of initiatives to promote domestic
manufacturing firms. Additionally, Winmart has contributed nearly 200
billion VND to enterprises through distribution system incentives,
improved brand recognition, and quality control consulting.

- WinMart's laundry detergent is made with mild detergent chemicals that

are safe for the skin and less irritating. While many solutions on the
market rely on powerful detergents to remove stains, WinMart Home's
products rely more on fragrances and fabric softeners while still attaining
 maximum cleaning performance.

- The fabric softener function saves time and money for consumers when
there is no need to buy additional fabric softener.

- The washing ability of this product can reach the highest performance in
both hand washing and machine washing. Stubborn stains such as grease,
ink, chocolate, coffee ... are dissolved and dislodged in just one wash. In
addition, it also has the effect of penetrating deep into the fabric surface
to remove dirt thoroughly, bringing softness to your clothes.

Weaknesses - The product design is unremarkable and does not have a distinct
difference to make it easy to recognize in the multitude of laundry
products on sale today.

- There are not too many outstanding uses compared to other products.
Currently, there are also many 2-in-1 laundry detergent products of many
other famous brands being launched on the market.  Competition in
niche market.

- Unique selling point (USP) of the product is not enough to convince

consumers.

Opportunitie - Vietnam is considered one of the most promising retail markets because
s of its large population and expanding purchasing power.

- Vietnam has a significant demand for consumer goods.

- Consumers need clean, secure items in washing to keep clean clothes,

save time, keep the scent for a long time and protect the skin of their
hands.

- Consumers prioritize online shopping, towards a more convenient and

modern life.

Threats - The market is fiercely competitive when there are many brands of
washing powder or laundry detergent that have a strong foothold in
Vietnam and are trusted by many people such as: OMO, Tide, Comfort,
 Downy, …

- Consumers do not have fast habits of changing consumption habits in

daily consumer products such as laundry detergent.

c. 5Cs

The 5Cs of marketing are a well-known situation analysis technique that helps marketers
make informed business decisions. Company, Customers, Competitors, Collaborators, and
Climate are the "5 C's." A 5C’s analysis will assist you in evaluating the most crucial
company factors. (Andrea, 2019).

Company (SWOT analysed)

Collaborators - Because Vinmart laundry detergent is only sold at Winmart and

Winmart+ retail systems, the distributor of this product is limited.

- Lix Detergent Joint Stock Company – the manufacturing factory.

- Masan Group.

Competition - Direct Competitors: OMO, Comfort, Downy, MaxKleen, Ariel,

Attack, Lix, Surf (All the laundry detergent and washing powder
brands sold at Winmart).

- Potential Competitors:

+ Barriers to entry into the industry

+ Economies of scale

+ Switching costs to enter the retail industry include many types

+ The provisions of the law

+ The reaction of enterprises in the industry

Clients Anyone who has a need for everyday consumer products in life,
especially Gen Z and Millennial, who have access to modern
 conveniences and have a decent income. They are like to experience
new products in the market, have the habit of changing consumption
behavior quickly and follow social trends. The quality criteria of
products and services must also be proportional to the amount of
money the customer spends. Therefore, product items must be
thoroughly inspected and guaranteed for safety, and consumers can
also know the origin so they can rest assured to consume. Since
WinMart's prices are always made public, clients' bargaining power
will be severely diminished.

Context (PESTLE analysed)

d. BCG

The Boston Consulting Group's product portfolio matrix (BCG matrix) is intended to aid
in long-term strategic planning by assisting a corporation in evaluating growth potential by
assessing its portfolio of products to choose where to invest, terminate, or develop items.
Also referred to as the Growth/Share Matrix. (Annmarie, 2022).

Question
marks:
Stars Winmart's
laundry
detergent

Cash cows Dogs

1.3 The strategic marketing plan links with the overall organisational mission,
corporate strategy and objectives

In addition to focusing on scalability, Winmart also prioritise product quality, providing

clean food and excellent service. The objective of the Winmart system is to become a
trustworthy shopping destination in terms of product origin, quality, and utility services.
CEO of WinCommerce said, “WinMart operates with five core values, namely offering
essential products that meet the highest standards; promoting domestic production; protecting
domestic distribution; bringing Vietnamese goods to the world; and contributing to the state
budget.” Winmart has pretend to build a major Vietnamese retail brand, offering peace of
mind to every family's daily shopping and contributing to the improvement of the
Vietnamese people's quality of life.

To achieve the overall mission and objectives, Winmart have to make a specific
marketing plan for long-term growth. Winmart's Marketing department devised a promotion
strategy to ensure that product marketing is conducted on time. The plan analyses the retail
market for non-food items and identifies its strengths and potential in order to formulate the
most efficient marketing strategy. In addition, the plan includes the Winmart action plan,
budget, and control measures.

1.4 SMART marketing objectives for the marketing plan

Goals are a fundamental part of every element of business and life, offering a sense of
direction, motivation, strong focus, and emphasising what is most essential. By setting
objectives, you provide yourself with something to aim for. A SMART objective is used as a
guidance while developing goals. Specific, Measurable, Achievable, Relevant, and Time-
bound are the characteristics of SMART goals. Consequently, a SMART objective
incorporates each of these elements to help you focus your efforts and increase the likelihood
of success (CFI Team, 2022).

Specific Measurable Achievable Relevance Time-bound

Within 3 Increase the The department Increasing the Winmart will

months, number of of advertising is number of reach this target
Winmart will Winmart Home prepared to people within three
 increase the Laundry implement accessing and months
consumers buy products bought communication searching for (15/12/2022 –
and use by consumers strategies. information 1/4/2023)
Winmart Home from 150,000 to Winmart may about Winmart
Laundry by 250,000 recruit Home Laundry
30% (improve additional and Winmart
market share). contributors to Home products
Increase increase the
Mobile-Order- number of
&-Pay people
transaction by interested in its
15% goods.
Additionally,
Winmart can
promote this
product's sales
using its own
websites and

e-commerce
platforms

2. A detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives
2.1 Product (Complete in 15/12/2022 – 5/1/2023)
- All of products are 2-in-1 laundry detergent (washing + fabric softener). Product line of
Winmart Home Laundry:

+ Detergent – Perfume Scent

+ Liquid Detergent – Fragrant essential oil

+ Liquid Detergent – Perfume Scent

+ Liquid Detergent – Keep Color

 Vertical product line expansion. Develop more product lines of laundry detergents with a
variety of scents or uses to reach a variety of needs from consumers.
 Improve product design to be more branded with colors and logos that should be
prominent for easy identification from other products on the market.
2.2 Price (Complete in 15/12/2022 – 5/1/2023)

Affordable price, suitable for everyone with a medium - high income. In addition,
Winmart also regularly offers price incentives for this product to attract consumers. (Combo,
BOGOF)

 Currently, with Winmart laundry detergent products, there are only deals on combo
prices or preferential prices or BOGOF within the laundry detergent product line.
Preferential pricing policies should be introduced for related products of the Winmart
Home product chain. It is possible to increase sales of all product lines of Winmart
Home, increase awareness and approach closer to the consumer market and expand
market share. For example, buying tissue or floor cleaner from Winmart can be given
with a small bag of Winmart laundry detergent.
2.3 Place (Launching in 5/1/2023 – 1/4/2023)
- Retail system Winmart and Winmart+
- Winmart’s website
 Winmart should push Winmart laundry detergent products to popular e-commerce
platforms such as Lazada, Shoppee, Tiki, Sendo to increase revenue from this channel.
Besides, they can push their products through the nationwide supermarket system such as
BigC, Lotte, Aeon. This not only helps increase sales, but also helps increase brand
awareness with customers.
2.4 Promotions

Strategies Detailed tactics Launching

Set up direct retail points at In-store promotion 10/1/2023 –
supermarkets nationwide (Winmart, 18/1/2023
Winmart+, BigC, Lotte, Aeon) to
attract buyers. Retail stores must have
a personal sales booth design
(Winmart's brand identity), have their
own brand music from Winmart.
Produce content catch the trend, Social media (Facebook, 6/1/2023 –
interesting, funny to reach young Tiktok, Instagram) 1/4/2023
customers (20-28 years old). In
addition, with female customers (28-
45 years old), it is advisable to
produce content that comes from their
painpoints.
Putting products on shows that have a Sponsorship 20/2/2023 –
lot of views and get noticed. 1/4/2023
Applying content produced on social OOH, Billboard, … 6/1/2023 –
networks to design outdoor posters 18/1/2023 &
and billboards that attract the 9/2/2023 –
attention of the community. It is 20/3/2023
important to note that the location of
advertising variables, must be places
that attract crowds such as in
supermarkets, in malls,
supermarkets/malls/workplaces
elevators, crossroads, retail systems,
…
Produce video, run ads on youtube or Viral video, TVC 10/1/2023 –
on high-traffic websites, have a target 22/1/2023
customer group to increase awareness
and increase reach or broadcast on
TV. The requirement of viral video
must follow social trends. Emotional
appeals should be used because
consumers prefer this video content.
Because the time to run the marketing
campaign is before Tet, it is possible
to apply the production of viral clips
with the theme of Tet holiday, Tet
holiday away from home, Tet gifts, ...
these topics are easy to touch the
pain-point of audience, easy to get
sympathy.
Open minigames (at in-store Minigames 10/1/2023 –
promotion or social media promotion) 20/1/2023
to increase purchase opportunities for
customers and promote product sales.
Booking ads from famous KOLs or KOLs/KOCs/Ambassadors 6/1/2023 –
KOCs today to reach each customer 20/1/2023 &
segment. Send products to KOL/KOC 5/2/2023 –
with the request that they will upload 1/4/2023
their own pictures with Winmart
laundry detergent and personal
experiences about the product on
social networking platforms to
increase brand awareness, promote
customer buying behavior. In
addition, use the image of the brand
ambassador throughout the
advertising products (in TVC, viral
videos, posters, ...) to position the
brand image. Nguyen Thuc Thuy
Tien is a good idea for the brand
ambassador image of Winmart Home
Laundry.
 Since the campaign is run during Tet Gifts 10/1/2023 –
holiday, there may be gifts with Tet- 20/1/2023
related products such as lucky money,
Tet gift basket vouchers, winning
scratch codes, …

2.5 People (Training in 15/12/2022 – 5/1/2023)

Winmart should choose employees that are highly proficient at enhancing market
strategies and consumer preferences, and who can create effective marketing plans. The
personnel of Winmart should be well-trained with a standard work ethic to ensure client
comfort and satisfaction.

2.6 Process (Complete in 15/12/2022 – 5/1/2023)

Production → Transport → Packing → Display at an own-retailer → Customers buy →

Customer comments and enhancement

2.7 Physical Evidence (Launching 6/1/2023 – 1/4/2023)

In Winmart's distribution channels, the company's new laundry detergent goods must be
positioned at eye level near the checkout counter so that they are easily available to
customers.

In addition, during Tet holiday (the time this campaign is launched), when consumer
purchasing demand is high, new laundry detergent products are packaged and styled
according to the holiday's theme.

3. A strategic marketing plan for Winmart that measures achievement of marketing

objectives within key performance metrics

3.1 A strategic marketing plan

 3.2 Budget marketing
Budget Catalogues Cost
Design Package design 20.000.000
Production Manufacturing 330.000.000
Total product 350.000.000
Logistics Transportation (to contributors/retailers) 50.000.000
E-commerce platforms (4 platforms) 80.000.000
Total place 130.000.000
Marketing budget In-store promotion 5.000.000
TVC, Video viral 200.000.000
Booking KOLs/KOCs/Ambassadors 300.000.000
Sponsorship 200.000.000
Poster, Banner, OOH, Billboard 250.000.000
Minigames, Gifts 200.000.000
Total promotion 1.155.000.000
 Others Costs incurred 200.000.000
Total others 200.000.000
Total 1.835.000.000

3.3 Control and monitoring measures

Since strategic marketing planning is a continual process, marketing managers must have a
system for continuously monitoring, regulating, and analysing implementation results. Marketing
control is the practise of monitoring the strategic marketing plan during the implementation
phase and making any necessary course corrections to keep the plan on track. If an objective
specifies when and where you want to be, and a strategic marketing strategy outlines a route to
get you there, then marketing controls will indicate if you are nearing the objective or diverting
from your plan. These controls are necessary for the company to prevent difficulties and...
(Attest, 2022)

Strategies Approach to measure KPI

E-commerce platforms: Shoppee, Lazada, CPC (Cost-per-click), CR (Conversation
Sendo, Tiki Rate), RR (Run Rate), ROI (Return on
investment)
Direct retail points (In-store promotion) CR, RR, ROI
Advertising on social media (Facebook, Impression, CPM (Cost Per Thousand), CTR
Instagram, Tiktok, Google ads) (Click through rate), CPA (Cost-per-action),
ROI
E-mail marketing CPC, CPA, ROI
Sponsor for some famous programs/shows CPM, CTR, RR, ROI
Outdoor advertising (OOH, Billboard, Impression, CPM, ROI
Banner, Poster, …)
Minigames/Gifts CR, CPA, RR, ROI
Booking KOLs/KOCs/Ambassadors to CPC, CPA, RR, ROI
advertise the products
TVC, viral videos Impression, CPM, ROI
III) A media plan to support a marketing campaign for Winmart
1. A media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign
brief
1.1 Media Goals & Objectives

Objective 1: Get reach

Specific Measurable Achievable Relevance Time-bound

Increase reach Increase The department Increasing the Winmart will

and brand website visits, of advertising is number of reach this target
recognition by reach on social prepared to people within three
40% media implement accessing and months
platforms, click communication searching for (15/12/2022 –
on email strategies. information 1/4/2023)
marketing, … Winmart may about Winmart
by 1,000,000 recruit Home Laundry
additional and Winmart
contributors to Home products
increase the
number of
people
interested in its
goods.
Additionally,
Winmart can
promote this
product's sales
using its own
websites and

e-commerce
 platforms

Objective 2: Get profit

Specific Measurable Achievable Relevance Time-bound

Increase the Increase the The department Increasing the Winmart will
consumers buy number of of advertising is number of reach this target
and use Winmart Home prepared to people within three
Winmart Home Laundry implement accessing and months
Laundry by products bought communication searching for (15/12/2022 –
30% (improve by consumers strategies. information 1/4/2023)
market share). from 150,000 to Winmart may about Winmart
Increase 250,000 recruit Home Laundry
Mobile-Order- additional and Winmart
&-Pay contributors to Home products
transaction by increase the
15% number of
people
interested in its
goods.
Additionally,
Winmart can
promote this
product's sales
using its own
websites and

e-commerce
platforms

1.2 Target audience

 Demographic  20-45
 Female
 Medium – High income (8.000.000đ –
30.000.000đ)
Geographic Live in urban, big city
Psychographic  Take care of family’s daily life
 Always want to save time, effort, money
 Interested in laundry products that combine hand
protection
 Interested in the trending products on the market
 Consumption according to reviews from people
who have used
Customer’s Buying Behavior  Buying decision takes a long time by
considering many factors
 Prioritize laundry products with a high level of
stain removal and long-lasting scent
 Brand identity is the most important deciding
factor  Price (the second factor)  Features
(the third factor)
Communication channels  Shoppee, Lazada, Tiki
 Facebook, Tiktok, Instagram

 Insight: As a woman who always care about appearance, I want to appear impressive in
front of everyone. Choosing the right laundry detergent is what I care about so that I can
have a clean, beautiful, fragrant clothes. However, I do not have much time for washing
and the detergents I have used are not long-lasting scent, even frayed the color of clothes.
I need a 2-in-1 laundry detergent to save time, effort and to help clothes stay clean,
long-lasting scent, not frayed.
2. An integrated multimedia plan, selecting appropriate digital, offline and social
media channels for communication
Owned media Communication Contents Budget
channels
Website & Website, During the process of 0
social media Facebook, Tiktok, implementing the media
Instagram strategy, homepage of
Winmart will be updated with
new product images that have
a basic yet impressive design.

On platforms, images of
Ambassadors promoting the
product will be posted.

Produce content catch the

trend, interesting, funny to
reach young customers (20-28
years old). In addition, with
female customers (28-45 years
old), it is advisable to produce
content that comes from their
painpoints.
Paid media Communication Content Budget
channels
Outdoor OOH, Billboard, Locate the outdoor ads 250.000.000
advertising Banner, Poster products at the place attracting
crowds such as in
supermarkets, in malls,
supermarkets/malls/workplaces
elevators, crossroads, retail
systems, … with key message:
 “Winmart Laundry, Win
Dirty”.
TVC, viral - Shown on TVC lasts about 1 minute with 200.000.000
videos televisions such the message “Winmart
as VTV1, VTV3, Laundry, Win Dirty” showed
HTV7, and at the last. Still carrying the
HTV9 in prime media slogan of Winmart, but
time, with a high bringing a new product identity
viewership rate with a simple but eye-catching
- Youtube design. The theme of the TVC
ad hits on human compassion.
a person who once made a big
mistake with society but has
the will to return to being an
honest person. With the main
message, "Any stain in life can
be compensated by good deeds
and good will". Even dirty on
clothes can be washed with
Winmart’s laundry detergent.
KOLs/KOCs/ Through - Nguyen Thuc Thuy Tien – 300.000.000
Ambassadors Livestream, Post Ambassadors
on their own - Le Duong Bao Lam –
social platforms Ambassadors
- Through Livestream, Post on
their own social platforms,
they promote products with
message Winmart’s laundry
help wash clothes, keep the
scent for a long time and do
not fray the fabric.
 Sponsorship Current popular Put products on the show for a 200.000.000
gameshow few minutes or in sponsor ads
programs such as to increase brand awareness
2 days 1 night and popularity
(Youtube, Vieon),
Running man
Vietnam
(Youtube, Vieon)

3. A justified integrated multimedia plan based on quantitative and qualitative criteria

Media platform Quantitative and Qualitative Launching

criteria
E-Commerce platforms - Product searches are about 6/1/2023 – 1/4/2023
100,000-200,000
- Clicks for the product to be added
to the cart 20,000
- Product purchase 10,000
- Product Likes 10,000
- Review, Feedback, WOM
Facebook - Increase followers/likes page to 6/1/2023 – 1/4/2023
700,000.
- Ensure the reach of the articles is
400,000-600,000.
- Make sure the reach of posts from
brand ambassadors reaches
600,000-800,000
- Make sure the reaction of each
post is 500 likes.
Instagram - Build a personal page and Increase 6/1/2023 – 1/4/2023
followers to 1,000-1,500.
- Make sure the interaction level in
 each post is 100 likes.
- Reach customers with more
stories/reels.
→ Need to invest in content and
creativity in story/reels.
Tiktok - Build your own Tiktok channel to 6/1/2023 – 1/4/2023
reach 2,000 followers and 10,000
likes.
- Make sure each video has an
average of 500-1,000 likes, 1,000-
2,000 views.
Google ads - Click 800 6/1/2023 – 1/4/2023
- Impression 3,000
- CTR 26,6%
- Conversation Rate 15%
Youtube - Viral video reached 1,000,000 10/1/2023 – 22/1/2023
views.
- Created public discussion about
video content
In-store promotion Discussion in community, 10/1/2023 – 18/1/2023
Feedback, Review, Word-of-mouth,
Call to action
Outdoor advertising WOM, Discussion in community 6/1/2023 – 18/1/2023
& 9/2/2023 –
20/3/2023
E-mail marketing - Open rate 12% 6/1/2023 – 1/4/2023
- CTR 4%
- CR 5%
Sponsorship Discussion in community, WOM, 20/2/2023 – 1/4/2023
searches
Minigames/Gifts - Participants: 400 people 10/1/2023 – 20/1/2023
 - Discussion in community,
Feedback, Review, Word-of-mouth
- Call to action
Booking - The post on their personal page 6/1/2023 – 20/1/2023
KOLs/KOCs/Ambassadors about products reaches 500,000 & 5/2/2023 – 1/4/2023
- The number of reactions to those
posts is 100,000
- The number of clicks on the
purchase link (if any) is 10,000

IV) Conclusion

Through this project, I have accumulated marketing strategies for myself. Besides, the
project has helped me better understand the Vietnamese market and come up with suitable
marketing strategies for Winmart Home Laundry. The project has followed the Marketing
strategies very enthusiastically and is very suitable for the Vietnamese market and Winmart
situation. I believe that this project will help Winmart increase its revenue significantly and
increase its brand identity.

V) References

1. Marketing strategy: The 3 main strategies (+ examples) in 2023 ! (2022) in 2023 !

Available at: https://blog.waalaxy.com/en/marketing-strategy-complete-guide/
(Accessed: January 4, 2023).
2. Smart goals (2022) Corporate Finance Institute. Available at:
https://corporatefinanceinstitute.com/resources/management/smart-goal/ (Accessed:
January 4, 2023).
3. Pestle Analysis: Factsheets (no date) CIPD. Available at:
https://www.cipd.co.uk/knowledge/strategy/organisational-development/pestle-analysis-
factsheet#gref (Accessed: January 4, 2023).
4. Kenton, W. (2022) SWOT analysis: How to with table and example, Investopedia.
Investopedia. Available at: https://www.investopedia.com/terms/s/swot.asp#:~:text=it
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