MARKETING PLAN

MEDIA PLAN
Hoang Thi Hong Nhung
F15-199
F15D
MY OUTLINE
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INTRODUCTION
One of the most well-known retail brands in Vietnam, WinMart has a
network in practically all of the country's cities. As a Junior Marketing
Analyst at the supermarket chain, I have created a marketing strategy
for the non-food goods sold by WinMart.
ORGANISATIONAL MISSION

Winmart offers a range of products and services to clients with the

aim of professional and sustainable development, satisfying the
shopping needs of both common and affluent customers. The store is
working extremely hard to fulfill its goals of providing every family
with safety and convenience and elevating itself to the top shopping
destination in Vietnam.
CORPORATE STRATEGY:

In order to satisfy the requirements of current consumers

and draw in new sorts of customers, Winmart added a
number of new non-food product options. Winmart wants
to expand sales and product awareness by 2025 by
concentrating on quality development and promoting these
new items.
MARKETING OBJECTIVES

WinMart's message was to emphasize the importance of the customer

experience and the quality of the services offered. Therefore, the main
goal of marketing strategies is to increase customers' level of
understanding about the criteria for food and product quality.

 
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SMART Objective 1 SMART Objective 2 SMART Objective 3

Objectives Objectives Objectives

S - Specific Throughout the context of the target Specific Grow customer loyalty from 10% to S - Specific Grow sales revenue by 17% within
market, raising brand recognition by 20% in 12 months 1 year
25% within the next 12 months
Measurable Winmart can monnitor VinID accounts M - Measurable Winmart can analyze revenue depending
M- Measurable Winmart can use Google Analytics to
to measure customer loyalty on the financial statement.
make measurement
Achievable VinID app users number over 7,000, A - Achievable With a wide distribution of large stores
A - Achievable 15% boost in brand recognition is
thus, a 10% increase in repeat business and supermarkets in over 60 provinces,
possible with 3000 retail stores
is feasible. 15% increase in revenue is achievable
spread over 60 different cities and a
variety of e-commerce platforms. Relevant The organization's purpose of R - Relevant The organization's purpose of boosting
retaining potential clients is connected sales income is connected to this
R - Relevant Creating a trend of using Vietnam’s
to this marketing objective. marketing objective.
brand with eco-friendly organic
products, elevating the status of Time-bound 12 months T -Time-bound 2 years
Vietnamese people in the
international market

T - Time-bound 12 months
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S
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S
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•1.6. Control and measures 15

- Return on Marketing Investment (ROMI)

•It is the measurement of the returns on marketing activity investments (Colin, 2020). Winmart has invested a lot in
various marketing activities in various forms. By measuring the ROMI index regularly, Winmart is aware of increasing
customer satisfaction, creating profits for the business as well as avoid unnecessary expenses in the future.

- Customer Lifetime Value (CLV)

•It is the entire revenue made from consumers when they use or purchase your goods or services, aiding businesses in
locating their ideal clients and optimizing revenue (Qualtrics, 2021).

- Net Promoter Socre (NPS)

•This information is used to calculate your Net Promoter Score (NPS), which measures customer loyalty and
satisfaction. Customers are asked on a scale of 0 to 10 how likely they are to suggest your good or service to others
(Hotjar, 2014).
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MEDIA PLAN
2.1. SMART objectives

- 600,000 viewers are reached through TV and Winmart

product advertisements.
- The total number of views throughout social media,
including Facebook, YouTube, Tiktok is 2,5 million.
- Online sales account for 25% of total income.
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2.5. RECOMMENDATIONS AND RATIONALE

•To promote and expose more people to Winmart washing power, we have chosen well-known media including
Facebook, YouTube, and Tiktok because of how popular these platforms are around the nation. In addition, many
viewers, especially women who are in charge of purchasing detergent for the household, pay close attention to
television advertisements.

•Moreover, we should provide engaging video content for TV, Tiktok, and display platforms that highlight the superior
quality of Winmart washing power. Online billboards with distinctive imagery or video showcasing the benefits and
uses of laundry detergent should be developed.
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CONCLUSION
WinMart, one of the most well-known retail companies in
Vietnam, has a network in almost every city in the nation. For
the non-food items that WinMart sells, the marketing division
has developed a marketing plan that is both intriguing and
inventive in order to sustain its present level of success. It a
bold marketing plan including tactical steps that are
unmistakably in line with the overall organizational goals. A
media plan is included in the marketing strategy as a part of
the entire marketing campaign.
REFERENCES