INTRODUCTION ABOUT VNE ECOMMERCE BUSINESS JOINT
General introduction about VNE Ecommerce Business Joint Stock Company
1.1 General introduction about VNE Ecommerce Business Joint Stock Company
- Company name: VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY
- International name: VNE ECOMMERCE BUSINESS JOINT STOCK
- Work Address : 2th Floor, FLC LandMark Tower, No 2 Le Duc Tho, Nam Tu Liem District, Hanoi City, Vietnam
- Head office: No 68 Duong Dinh Nghe, Yen Hoa, Cau Giay, Hanoi
- Person grand Area : Bui Hai Son
- Website: https://vneecom.com/home
Figure 1.1: Company logo 1.1.2 The process of establish and development of the company
VNE Ecommerce Business Joint Stock Company was established at the end of
Founded in 2019 as BP Investment and Trading Joint Stock Company, VNE ECOMMERCE has quickly emerged as a prominent player in the home appliances e-commerce sector Within just two years of operation, the company is expanding its reach beyond Vietnam, aiming to establish itself as a leading e-commerce provider in Southeast Asia These achievements mark significant milestones in VNE's growth journey.
The company operates four branches in Hanoi and one in Ho Chi Minh City, along with a network of locations across Southeast Asia, including branches in the Philippines, Thailand, Indonesia, and Malaysia.
VNE ECOMMERCE is a rapidly growing e-commerce company employing nearly 500 skilled professionals from both domestic and international backgrounds This expansion not only creates hundreds of job opportunities annually for workers in Vietnam and Southeast Asia but also significantly contributes to the robust growth of Vietnam's e-commerce sector in recent years.
Table 1.1: Vision, mission, business philosophies and core values of VNE
Ecommerce Business Joint Stock Company
Vision “Top 10 Ecommerce Companies in Southeast Asia”
Business philosophy “VNE ECOMMERCE creates a more comfortable life when all needs are met in a timely manner.”
“Providing close and practical product lines to improve the lives of users, towards a sustainable future with high-end home appliance brands.”
Think Big: Think Big - Work Small - Growth Leap.
Happiness: Bring happiness to both customers and employees of
Focus, Fast: Focus on the right problem, solve quickly and effectively.
Go Bold: Always ready to take on challenges, get out of your comfort zone.
Communication: Communicate honestly, enthusiastically, fully and frankly.
Strategic Thinking: Strategic thinking, planning, clear goal system.
Action: Be drastic in each action, continuously improve to achieve the set goals.
(Source: Extracted from the integration document of VNE Ecommerce Business
Since its inception, VNE Ecommerce Business Joint Stock Company has aimed to not only lead the domestic market but also to rank among the top 10 e-commerce businesses in Southeast Asia With a commitment to becoming a trusted online shopping destination, VNE ECOMMERCE's mission focuses on delivering a personalized and customer-centric shopping experience.
1.1.3 Organizational structure and human resource
Diagram 1.1: General organizational structure (Picture source: Internal documents of VNE Ecommerce Business Joint Stock
- General Director: Bui Hai Son
- Chairman of the Board of Directors: Nguyen Son Tung
- Vice Chairman of the Board of Directors cum Head of Risk Control Committee and Marketing Director: Ha Tien Cuong
- Deputy Director in charge of APG operation: Le Minh Hoang
- Director of VNS Business Division: Do Van Nghia
- Director of CLUX Business Division; Duong Tuan Trung
After more than 2 years of operation, VNE Ecommerce Business Joint Stock Company has developed and expanded its scale VNE's structure is divided into different business blocks (or centers).
- The head office will consist of CLUX Sales Division and Back Office department
Headquarters 1 Mac Thai To houses several key divisions, including the VNS Business Division, which consists of VNE 03 and VNE 04 Additionally, it encompasses the subsidiary ONES, specializing in media and entertainment, as well as HTS, a company focused on trading, services, and import-export activities The headquarters also manages the Brand X2000.
- Headquarters 2 at 290 Nguyen Trai includes divisions in VNS Business
Division (VNE 01, VNE 02 and VNE 05).
- Headquarters 3 at 247 Cau Giay includes divisions of APG Business Division (in charge of Thailand and Philippines markets 01 and 02)
- Headquarter 4 is located in Marikita Manila
- Headquarter 5 located in Jakarta Indonesia
- Headquarter 6 Tran Dang Ninh includes divisions of APG (in charge of
Currently, the company is continuing to expand the market and open a 7th headquarters at 5 Le Duc Tho, the operating location of VNE HCM - Malaysia business division.
Below is a chart of the company's organizational structure by department:
Diagram 1.2: Organizational structure of VNE Ecommerce Trading Joint Stock
Company by department (Source: students compiled from internal corporate documents) 1.1.3.2 Functions and duties of departments in the organization:
In all organizations or businesses, the harmonious combination of working departments brings good business efficiency and high work morale to the members of
VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY
BUSINESS BLOCK APG APG PHI
VNE HCM MALAYSIA CLUX BUSINESS
ASSISTANCE DEPARTMENT LOGISTICS DEPARTMENT the company In VNE company, there are differences in the rules of work association between departments as follows:
Each business block covers a different regional market.
- VNS: in charge of business activities in Vietnam market (on social networking platforms).
- APG: in charge of business activities in the markets of Thailand, Indonesia and the Philippines.
- VNE HCM Malaysia: in charge of business activities in the Malaysian market.
- CLUX: in charge of business activities on e-commerce platforms such as
- Back Office block: includes departments such as Human Resources
Administration, Accounting, Operations Control, Marketing, Assistant Department and
Logistics The departments of the Back Office block at the head office will take care of the work of all the centers.
Management structure of the company:
Chairman of the Board(Founder) Director
Structure of management apparatus at each center (Business block):
Diagram 1.3: Structure of the central management apparatus at VNE
The company is organized into distinct business units tailored to various markets, while maintaining a unified focus on its overarching business objectives.
1.1.3.3 Duties of departments and divisions in the company:
The Board of Directors serves as the legal representative and is accountable for ensuring compliance with company laws They provide strategic direction, oversee company operations, and formulate business plans for market development Additionally, the Board approves departmental requests, makes investment decisions, and evaluates overall business performance.
The Marketing Department is responsible for executing advertising strategies for new products, conducting market research, and planning effective advertising campaigns across various platforms They focus on testing, tracking, and optimizing the effectiveness of these campaigns while synthesizing and transferring valuable customer insights to the sales and customer care teams.
- Sales and Customer Care Department:
+ Contact product consulting with customers according to information obtained from the Marketing department, selling products and up-selling products.
+ Resolve customer inquiries throughout their purchasing process (before, during and after purchase), ensuring customer satisfaction.
Sales and Customer Service Department
+ Coordinator: plan, organize, operate, monitor and arrange for the work to go smoothly, acting as a bridge between the Marketing department and the Sales department.
+ Personnel administration: performing HR-related activities, recruiting personnel, managing personnel, storing and managing employee records, managing company assets, ensuring benefits for employees Staff.
- Accounting: checking invoices, vouchers and spending proposals from departments, managing cash flow in receipts and payments, completing all kinds of financial statements, reporting to tax authorities Make settlement.
Figure 1.2: Image of VNE's Marketing team's office 1.1.4 The main business categories of the company
VNE's main business is e-commerce and retail:
Diagram 1.4: Diagram of business products of VNE
Multi-purpose foam spraySpray bait
Main business products: VNE distributes products of genuine household goods (X2000) and spray bait products (Mastsumoto).
- Products (materials) for home improvement: Adhesive tape, welding glue, cutting machine, water glue,
- Kitchen tools: Air fryer, Blender, Slow juicer,
- Utilities household items: Spray foam cleaner, Protective gloves, Mosquito attractor, v.v
Table 1.2: Some typical products and being advertised
(Source: On the company's website VNE ECOMMERCE)
About the internship report project at VNE Ecommerce Business Joint Stock Company
1.2.1 The reason for choosing project topic
The dynamic business environment shaped by the market economy and international integration presents both opportunities and challenges for companies To navigate the difficulties of global competition, businesses must effectively leverage e-commerce marketing strategies.
An effective e-commerce marketing application offers numerous advantages, including time and cost savings for businesses entering the market, and the ability to connect with customers 24/7 This direct engagement allows companies to better understand and meet customer needs Additionally, e-commerce marketing fosters partnerships and identifies new business opportunities, streamlining activities such as market research, product information dissemination, advertising, and customer feedback collection—all conducted online While marketing can be a significant budgetary expense, when executed properly, it delivers substantial efficiency and results, making it essential for online businesses.
VNE Ecommerce Investment Joint Stock Company operates in various markets across Southeast Asia, utilizing social media marketing through platforms like Facebook and TikTok, as well as e-commerce platforms However, the effectiveness of their e-commerce marketing is hindered by a lack of strategic planning and clear policies A critical factor for success is understanding regulations and marketing metrics; if VNE effectively tailors its products to meet the needs of specific target markets, it can establish a strong foothold and achieve rapid growth in the competitive landscape.
As a Marketing Facebook Ads intern, I have selected this topic to effectively apply my knowledge and experiences gained at the company Additionally, I aim to provide personal insights and suggestions that can contribute to enhancing the company's performance.
1.2.2 The goal of the project
- Learn, analyze target customers of the Malaysian target market
- Prepare and complete materials to post on facebook fanpage: website, video, content
- Set up Facebook Ads campaign
- Observe, collect and analyze Facebook Ads metrics
- Contribute ideas to make business decisions for the company
Table 1.3: 3 month internship plan (March 1, 2022-May 27, 2022)
From: 1 st To: 15 th March 2022
Task 1 / Mission 1: Get familiar with the working environment at the company.
Get used to the new working environment and with everyone in the office.
From: 16 th To: 3 th March 2022 Task 2 / Mission 2: Learn how everyone work on the team.
Learn how to work every day from people.
From: 1 st To: 15 th April 2022 Task 3 / Mission 3: Learn about product materials and product ingredients:
In-depth knowledge of products.
From 16 th To: 30 th April 2022
Task 4 / Mission 4: Learn in-depth knowledge about Facebook Ads
Know how to login, use the Facebook Ads ad manager
From 1 st April To: 27 th May 2022
Task 5 /Mission 5: Start working on a created page post campaign
Reach customers, have target customer data
Internship in VNE Ecommerce Investment Joint Stock Company
1.3.1 Department structure and internship position
- Position: Facebook Ads Marketing Intern
- Department: Marketing Department – Center HCMMalaysia
- Leader of facebook team: Mrs Duong Cong Dinh
1.3.2 Working process and responsibility for arranging work
In a dynamic work environment, it's essential to adhere to the basic processes and assignments set by leadership Be prepared for potential changes in tasks, such as focusing solely on material preparation for a day or engaging in the testing of new products as directed by the leader.
+ Collaborate with colleagues to give the most accurate final opinion.
- STEP 1: Identify and analyze the target market, target customers: Household products, smart appliances for the Malaysian market
- STEP 2: Prepare materials for the product: make website, video, photo, content
- STEP 3: Prepare the facebook page, raise the page, post on the page.
- STEP 4: Get the available virtual via (facebook account) Sign in to the ads manager Recommend the cost of running ads.
- STEP 5: Create a campaign: Set the campaign name, time, campaign grouping, select posts to create a campaign
+ Target on target customers, geographical location, age, gender
+ Target on demographics, interests, behaviors
- STEP 6: Care, analyze the campaign has been up Monitor performance and metrics to reduce budget, turn off/on campaigns accordingly.
- STEP 7: Collect phone numbers, customer data posted on POS for sales staff
- STEP 8: Analyze the results, contribute ideas to make business decisions for the department and the company.
Table 1.4: Daily duties at the company
+ Post customer phone numbers on POS (working interface between marketing and sales departments)
+ Fill in the daily report
At 8:30 A.M., the leader reviews the initial report to monitor key metrics and expenses, re-evaluates the previous day's campaign performance, and prepares essential materials for a new campaign, including a website using landing pages, videos, and content.
+ Suggested cost to run ads
11 A.M - Second report in the morning time frame
12 A.M - Eat the lunch and relax
+ Care campaign was up in the morning: cost, difference + Post the number on POS for sales
+ Manage fanpage 14:30 P.M The first report in the afternoon time
17 P.M Second report in the afternoon time frame
SOME BASIC THEORIES ON MARKETING AND ONLINE
General definitions of Marketing, Digital Marketing and Social Media Marketing
2.1 General definitions of Marketing, Digital Marketing and Social Media Marketing:
Marketing, as defined by Philip Kotler (2003), is a social and managerial process that enables individuals and groups to fulfill their needs and desires by creating, offering, selling, and exchanging valuable products with others.
Digital marketing, as defined by Philip Kotler, refers to the strategic process of planning the product, pricing, distribution, and promotion of goods, services, and ideas through electronic media and the Internet This approach aims to meet the needs of both organizations and individuals effectively.
According to Joel Reedy: "Digital Marketing: includes all activities to satisfy the needs and wants of customers through the internet and electronic means".
Digital Marketing encompasses marketing activities and information exchange aimed at promoting brands through the Internet and digital platforms Social Media Marketing (SMM) involves marketing communication on social networks, utilizing online services such as websites Users generate traditional content like news, articles, images, and videos, which they share on social networks, forums, and blogs, fostering dialogue within the online community This approach represents a modern media trend that distinguishes itself from traditional mass media.
General theories of Social Media Marketing
- Characteristics of social media marketing:
As a new marketing channel based on social media tools, social media marketing also carries the four characteristics of social media.
First, social media marketing is built on the Internet and Web 2.0.
Social media marketing enhances customer relationships by fostering positive and engaging experiences, particularly for potential customers, through proactive interaction.
- Third, social media marketing is very community and viral.
- Fourth, social media marketing is in the marketing strategy of the business, so it also pursues the sales, profit and market share goals of the business.
- The advantages of social media marketing:
+ Low cost or may not cost
- The disadvantages of social media marketing:
The reliability of information can be compromised due to varying perspectives, leading to confusion among the public When information is disseminated through numerous channels and individuals, it becomes challenging for audiences to identify credible sources This breakdown in communication often results in insufficient information being provided, failing to meet the public's needs for clarity and trustworthiness.
Social media often delivers information in an amateur manner, lacking a consistent periodicity The communicators on these platforms are typically not professionals and are unable to provide a substantial amount of high-quality information.
+ Build trust both good causes and difficulties in establishing the trust of a public group because of the low objectivity.
+ Because of its low cost and high openness, social media marketing is unlikely to have a strong position in the industry.
2.3 General theories about Facebook marketing:
2.3.1 Concepts and benefits of communication through social networks:
Marketing communication, as defined by Philip Kotler (2002), involves both direct and indirect efforts to convey information about a business and its products to customers The goal is to build trust in the brand and encourage consumers to make a purchase.
Social media encompasses a variety of technology-supported activities, such as sharing photos, blogging, online gaming, and video sharing It also includes social networking, business networking, and virtual worlds, as well as writing reviews Additionally, government agencies and politicians utilize social media platforms to engage with the public and connect with voters.
Social media serves as a vital tool for individuals to connect with family and friends, while also offering opportunities for career networking and finding like-minded individuals By engaging in these platforms, users become part of virtual social networks that foster shared interests, emotions, and insights.
+ For businesses, social media is very practical in their business activities
Companies use the platform to find and reach out to customers, drive sales through advertising activities, promote, capture customer trends, and provide services and support to customers.
Facebook has long been recognized as the largest social network globally, serving as a miniature world that fosters freedom for individuals It plays a significant role in bridging the gap between the real world and the internet, promoting a more interconnected and accessible digital landscape.
Facebook marketing involves understanding customer needs for your products and services, identifying what they truly seek, and addressing those needs effectively By aligning your offerings with customer expectations, you can enhance satisfaction and ultimately boost your profits through targeted Facebook strategies.
Promoting updated information from a fan page to users who have previously liked the page is essential for engagement However, if users do not interact with the page after liking it, the updates may not appear on their Facebook timeline, which primarily displays updates from friends.
When a page administrator invests in promoting newly updated content on Facebook, the platform guarantees that this content will appear on the timelines of users who have liked the page, irrespective of their prior interactions Consequently, the total views for the promoted content often exceed the number of unique views, as it is displayed multiple times on the fans' timelines.
Facebook ads, or sponsored ads, are strategically placed advertisements on the platform that target specific user groups based on predefined criteria Unlike Facebook promoted posts, which are only visible to users who have liked a page, Facebook ads reach a broader audience tailored to advertisers' goals.
- The concept of important metrics to consider in Facebook Ads:
The total number of desired outcomes from your campaign serves as a crucial indicator of its success, varying according to the campaign type and established goals Typically, this is measured by conversion metrics, such as the number of purchases or new customers acquired In contrast, for brand awareness campaigns, traffic or impressions may be the primary objectives.
Cost for Results (CPR) is a crucial metric that allows you to evaluate the expense associated with each action or result generated from your advertising efforts It is calculated using the formula: total ad spend divided by the number of results achieved This metric is comparable to "Cost per Action" (CPA) found on other pay-per-click (PPC) platforms.
The outcome of your campaign can vary depending on its specific objectives, such as achieving one new registration, securing a sale, or receiving a submitted form.
The conversion rate, or result rate, is the percentage of desired outcomes achieved relative to the total number of impressions In digital advertising, this metric is commonly used to measure the effectiveness of campaigns, particularly when the desired result involves customer actions.
ASSESSING THE CURRENT STATE OF BUSINESS ACTIVITIES OF
Assessment of business activities of VNE Ecommerce Business Joint Stock Company
Despite being a newly established company, our financial situation remains stable, with consistent annual sales growth Our budget advantages facilitate effective promotional activities However, our emphasis on service quality has led to less focus on promotional efforts.
Table 3.1: Some indicators reflecting the company's business results for the period
From 2020 to 2021, VNE experienced steady growth, with revenue reaching VND 600 billion in 2021, an 11.11% increase from the previous year After just one year of operation with 94 employees, the company achieved significant milestones by leveraging the rise of social networks and e-commerce, particularly during the COVID-19 pandemic In 2021, VNE expanded its workforce to over 100 employees, and projections for 2022 suggest a potential revenue increase of 20%, reaching approximately VND 720 billion, supported by a stable market and a growing demand for FB Ads services This trajectory indicates that VNE's business is stabilizing and poised for rapid growth in the future.
3.1.2 Personnel situation of VNE Ecommerce Trading Joint Stock Company in the period of 2020 - 2021
Diagram 3.1: Number of employees at VNE in the period of 2020 - 2021
(Source: Accounting Department of VNE Ecommerce Trading Joint Stock Company)
The labor situation at VNE Ecommerce Business Joint Stock Company (VNE Group) has experienced significant fluctuations over the past two years In 2021, the company saw an increase of 36 employees compared to 2020, driven by its expansion efforts Despite the challenges posed by the COVID-19 pandemic, which began in December 2019, VNE Group capitalized on the situation, leveraging the surge in e-commerce demand This growth prompted the company to recruit additional staff to support its expanding business operations.
VNE Group prioritizes human resources as the key to its success, recognizing that skilled personnel are crucial for achieving company goals Over the past year, the company has focused on developing its workforce, which predominantly consists of young employees averaging 22 years of age This commitment to nurturing talent has resulted in a strong and capable team, enhancing both the quantity and quality of its human resources, ultimately driving the company's success.
The company's workforce is predominantly young, with employees aged 21-35 making up the majority, creating a vibrant and dynamic work environment that is advantageous for future growth This youthful demographic is generally more open to acquiring new knowledge and adapting to technological advancements However, as employees age, retention tends to decline, highlighting the need for long-term training and development initiatives It is important to note that younger employees, particularly those aged 21-25, often lack experience and may seek opportunities elsewhere for higher salaries and quicker advancement, necessitating a strategic approach to talent retention.
To achieve optimal operational efficiency, training and development must be strategically designed and scientifically implemented, with careful selection of objectives This approach serves as a significant competitive advantage for the company.
Evaluation of marketing communication activities via Facbook social network of
3.2.1 Organizing marketing and resource allocation in the marketing department
Marketing is an indispensable part of the business process of businesses in general and VNE in particular The right marketing activities can bring huge benefits to the business.
The Marketing Department serves as a vital resource for information, research, and analysis concerning customers and target markets Through its activities, the department offers strategic solutions, guides development directions, and identifies new product opportunities Additionally, it provides essential advice on whether to discontinue or continue the development of specific products.
3.2.1.2 Allocation of resources in the Marketing department:
Effective organization and allocation of marketing resources are crucial for businesses operating on a limited budget, as it directly impacts their operational capabilities and capital utilization Currently, VNE's Marketing Department has been structured to allocate resources based on specific functions to enhance efficiency and effectiveness.
The Marketing Department in Malaysia, being a new market, lacks organization in terms of specific functions and specialization for each employee To address this, the department will be structured based on a defined operating platform to enhance efficiency and effectiveness in its activities.
Diagram 3.2: Marketing department organizational structure
Each member of the marketing department will be tasked with various marketing activities, including market research, content creation, image and video design, landing page development, page maintenance, customer support, and ad management, as directed by their superiors.
3.2.2 Activities of marketing departments in the company
- Research activities are based on secondary data sources:
+ Collecting updates on media such as network newspapers, websites, forums, television reports,
- Use sales history data and customer data of the business from the sales department to conduct the analysis.
+ Competitor research: about the brand, the value they provide to customers, products,
+ Research the market, trends, tastes and needs of customers.
VNE offers a diverse range of household products designed to meet all your home needs Our carefully selected items aim to enhance convenience and modern living while ensuring the renovation and protection of your home.
In competitive e-commerce markets, pricing plays a crucial role in influencing customer purchasing decisions as they assess the value of a product against its selling price Prices may vary depending on the quantity purchased and negotiations with sales staff, with fluctuations driven by the product's nature and life cycle.
The distribution channel policy is crucial for determining how products reach consumers, as it outlines the pathway from manufacturer to end user VNE currently lacks a direct distribution store, website, or social media platforms that function as online sales channels.
- Mixed contact policy: Advertising: The company operates in the field of e- commerce, so online advertising is very important and is the main tool to reach potential customers.
In particular, advertising on the social networking platforms Facebook and
Instagram is currently recognized as the most effective platform for business operations due to its extensive user base The platform offers high potential for reaching target customers, thanks to its advanced advertising features and Facebook's sophisticated ad delivery algorithm.
3.2.3 General assessment of marketing activities
In general, VNE's marketing activities in Malaysia market are being implemented on schedule and showing positive and positive results for this market.
VNE has recently established its marketing department for the Malaysian market, facing challenges in resource organization and allocation, including personnel and financial constraints Although comprehensive marketing research has yet to be conducted, the department can leverage initial findings to execute its marketing plan effectively during these early stages of market entry.
CASE STUDY - ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND PROPOSING SOLUTIONS FOR THE DIRECTION OF
Market research and analysis: Malaysian Market
4.1.1 Objectives of social media marketing
+ Entering the potential Malaysian market.
+ Building a prestigious e-commerce business brand in Malaysia.
+ Attract new partners, long-term strategic partners.
+ Market access, testing market potential with existing product lines.
+ Search and test new products in the Malaysian market.
Since its inception in 2019, VNE has focused on leveraging Facebook as a key communication platform to enhance its e-commerce business With the aim of establishing a robust online presence, VNE seeks to dominate the Southeast Asian market Utilizing Facebook for media outreach allows the company to efficiently access and research international markets in a cost-effective manner.
A recent study reveals that 76% of Malaysians reside in urban areas and are well-educated, contributing to a significant urbanization trend As a result, internet usage is prevalent, with 83% of Malaysians accessing the internet and 81% actively engaging on social media platforms.
Figure 4.1: Malaysians' internet and social media usage report for 2020
(Source: aggregated on the internet) 4.1.3 Target customer
Customers remain the primary focus for all businesses, both traditional and online In the realm of online communication, they actively engage with services and seek support through the Internet, highlighting their essential role in the digital marketplace.
- Age: from 25 to 60 years old
- Living area: Malaysia (except borneo island: Sabah state and Sarawak, due to shipping issues)
- Characteristics: financial autonomy, a good - high income, may be married and have children.
- Hobbies and behaviors: online shopping, traveling, taking care of family, fishing.
VNE faces significant competition from major e-commerce platforms Shopee and Lazada as it enters the Malaysian market, reflecting a common trend across Southeast Asia These platforms offer a wide range of products that are generally more affordable, enhanced by shipping support and user-friendly policies Recently, there has been a notable increase in communication activities within the homewares sector, prompting the company to strategically leverage social media Consequently, VNE has focused on enhancing its Facebook marketing communication efforts to effectively engage with its audience in this region.
Case study: Analysis of Facebook Advertising Index (Facbook Ads) of VNE
During a three-month internship at VNE Ecommerce Business Joint Stock Company, an analysis of the Facebook Advertising Index for MONSTER BAIT S1, a fishing bait product, was conducted to evaluate its advertising activities on the Facebook platform.
4.2.1 Analysis of facebook ads of fishing bait products: MONSTER BAIT S1 4.2.1.1 Product introduction
- Product code: Matsumoto Monster Bait S1 Code28
- Function: Sniffle at fishing bait, help attract fish, increase the rate of fish bites and catch large fish Suitable for freshwater fish and catfish
Figure 4.2: MONSTER BAIT S1 fishing bait products
4.2.1.2 Process of making materials for product a, Landing Page (website for customers to buy products)
A landing page is a standalone microsite with its own domain name, designed to provide customers with essential information about a product, including its design, features, highlights, and promotions One of the key advantages of a landing page is its ability to facilitate quick customer actions, allowing users to register, purchase, or sell with just a single click.
- Use a microsite website called Landing Page to create a website interface for customers about product information as well as order burrows
- Link trang web: https://builder.ladipage.com/
- Landing Page (Mobile Interface): Malaysian
+ Step 1: Find product ingredients: , information, images, videos, GIFs, of products through information provided by leader, through websites, e-commerce platforms: Alibaba.com, 1688.com, Or through social networks.
+ Step 2: Upload content about text, images for the interface
+ Step 3: Start designing the website interface with the tools in landing page: Popup, product information, photos, images, gifs or product videos,…
Figure 4.4: Landing Page's design interface
+ Step 4: Link landing page registration form with Google Sheets: When shopper clicks on a purchase, the buyer information will bring back to Google Sheets
Figure 4.5: Purchase registration form and Google Sheets customer data table
+ Step 5: Publish to the specified domain name (purchased by the company)
Figure 4.6: Monster BAIT S1 product landing page website completed
- Link Landing Page completes fishing bait products: https://www.northmarket.click/amc b, Product video
- Video size 920*1080 - suitable for customers using the phone
- Sourcing video materials, images on Youtube, Tiktok, Facebook,
- Upload content about text, voice products, export voice using website: https://ttsfree.com
For effective Facebook Ads, videos should ideally be under 1 minute and 20 seconds The first 10 seconds are crucial, as they need to captivate the viewer by highlighting the product's key features and functionality This initial impact is essential to engage customers, encouraging them to rewatch the video and ultimately influencing their purchasing decisions.
- Edit videos with Adobe Premiere Pro (2020):
Figure 4.8: Video editing software interface c, Build Facebook Fanpage
- Set up a page from a facebook account: Must have the account used to advertise as the admin of the created fanpage
+ Use the company's facebook (via) account => Create a Facebook fanpage + Language, content is Malaysian, suitable for Malaysian people
+ Full update page information: page name, username, profile picture, cover photo, button, website, whatsapp, opening hours, address, phone number
+ Image of 1 fanpage has been built for FISHING PAGE products:
To effectively promote the product, brainstorm key content ideas including a comprehensive main article, several sub-articles, and engaging visual content Aim for a minimum of four written pieces that explore various aspects of the product, complemented by two high-quality images that highlight its features Additionally, create two distinct product videos showcasing different usage scenarios and benefits, ensuring that all content is optimized for SEO to enhance visibility and engagement.
+ Make draft content in Vietnamese and Malaysian (using the translation application), and transfer it to Sale Malaysia to check and correct grammar errors. + Complete the final content.
- Post to the page that has been created:
An example of an article has been posted:
Figure 4.10: Image of articles on the Page
Seeding plays a crucial role in enhancing reliability and encouraging user purchases It occurs at the initial stage of a new article's publication and involves various types of content designed to engage the audience effectively.
+ Seeding fake shoppers (show customers that this product is very interesting): ask the price, ask for product information, leave customer information,
+ Seeding feeback: bring images and content that customers have ever bought, used products and feedback, in order to provide more evidence of product quality and gain customer trust.
+ Interactive seeding: to increase engagement so that the post becomes more attractive and reputable.
4.2.1.3 Create and track campaigns for products on the Facebook Ads platform: a, Identify goals and project results:
+ Gender: all or male only
+ Have a hobby of fishing or search activities for fishing gear, fish bait
+ Maximum expected marketing cost/revenue ratio: 50%
+ Ideal estimated marketing cost/revenue ratio: 20%
+ Expected budget: 2,000,000 VND / 1 day for products
+ Allowed budget / 1 customer data: ≤ 120,000 VND / 1 customer data
- Expected results: 20 customer data / FISHING BAIT products / day b, Steps up the campaign
- STEP 1: Log in to the company's Facebook account (via) In the ad assistant, here's the ad account of this Facebook account:
- STEP 2: Click "Create" to create a campaign There are many types of campaigns but mostly we use conversion campaigns and engagement campaigns for posts
- STEP 3: The interface of the campaign section Create a name for the campaign that is suitable for the product and easy to manage, such as
"An_MCC_11h59_2104_Pageonlymcc" Choose a campaign budget if you want to use your campaign budget
In Step 4 of the ad group interface, you can choose to utilize either a single ad group or multiple ad groups It is essential to name each ad group based on the specific information it represents Additionally, ensure to edit the content by selecting the conversion type as "website."
+ Add pre-set pixels - this is a tool to count the indicators of the ad
+ Edit ad running time: Date, time
+ Gender correction: All or only men
+ Ad placement selection: automatic or manual – mobile device
+ Select allocations: Clicks and views in 1 day.
- STEP 5: The ad interface Name ads accordingly, e.g ads 1, ads 2,
+ Select a page for advertising: The appropriate page created (i.c c, section 4.2.1.2)
+ Use articles with videos posted on the page
+ Set up the action button: Buy now and attach the domain of landing page products
+ Select url parameters to track the items of data brought back: campaign name, placement, adsetname.
Figure 4.15: Ads Interface c, Follow and analyze campaign metrics
When running Facebook Ads, it's essential to focus on 5-7 key metrics that significantly impact campaign performance, costs, and overall results By closely monitoring these indicators, advertisers can make informed decisions about budget adjustments to optimize their campaigns effectively.
For example, this is an ad account that has conducted campaigns on MONSTER BAIT S1 fish bait products from February 23, 2022 to February 25, 2022:
Figure 4.16: Monster Bait S1 product campaigns
+ Results: The higher the campaign results index per day, the better A one-day goal is 20 data.
+ Cost per result: for MONSTER BAIT S1 product, the allowable cost / a data is 120,000 VND / 1 customer data
+ Amount spent: Track to ensure the company's allowable spending budget in 1 day
+ CPM (cost/1000 impressions): with this indicator, the lower the CPM the better Optimize the average CPM < 100,000 VND / 1 campaign
+ CTR: % people watch ads and take action The optimal average CTR is 2-4%. + CPC(): average cost per click Usually CPC < 2000 VND is the best for a campaign
+ Average video playback time: each video usually does less than 1 minute and
20 seconds, so the average video playback time of 00:10 is minimal.
+ Frequency: The average number of ad sightings The average frequency is 1-2.
Assess the index according to the cases and propose solutions - directions of
of business activities for VNE Ecommerce Business Joint Stock Company
4.3.1 Evaluate the product index advertised and propose the direction of business activities for the company: fishing bait products - divided into 3 cases
- This is a campaign with relatively favorable advertising indicators:
Figure 4.17: Campaign with favorable index of MONSTER BAIT S1 product
Table 4.1: Ads index review – case of advantage index
Cost per result 78.659VNĐ/data < 120.000VNĐ Good
The money spent 4.955.503 VNĐ Over budget 2,000,000
VND/day However, good results should be allowed to keep the budget.
CPM 112.472 VNĐ >100.000 VNĐ However, the results are positive So CPM exceeding the negligible average is acceptable.
CPC 2.049VNĐ > 2000 VNĐ However, the results are positive So CPC exceeding the negligible average is acceptable.
00:07 < 00:10 However, the results are positive and customers may have a need for the product.
So this time is acceptable.
The campaign is showing positive indicators and favorable results at a reasonable cost, indicating its continuation To enhance its effectiveness, I have several optimization suggestions to implement.
- Decision to increase the budget for the campaign, which can be increased to double the normal / one-day budget: from 2000,000 VND to 4000,000 VND / 1 campaign
- Multiply the way the campaign, groups, ads and target with this campaign to
- Propose to management about continuing to run the campaign for this product long-term, durable Optimize customers to return to buying products.
- This is a campaign with relatively unfavorable advertising indicators:
Figure 4.18: The campaign with the disadvantage index of MONSTER BAIT S1 product
Table 4.2: Ads Index Review – Case of disadvantage indicators
Result 1 data / 2 days Very low
Cost per result 253.602 VNĐ/data >
The money spent 253.602 Budgets are spent very little due to poor campaigning, slow spending of money, and turned off.
CPM 108.936 VNĐ >100.000 VNĐ CPM is not too high, but it does not produce results.
CPC 3.842 VNĐ > 2000 VNĐ CPC is quite high => unfavorable index
00:06 < 00:10 The average time spent watching a video is very low
Frequency 1< 1,11 < 2 The frequency is quite low
The campaign is performing poorly, with only one result achieved and a cost that is double the acceptable limit Therefore, it will not continue, and I have some recommendations to improve its effectiveness.
- Turn off product campaigns, review raw materials and campaign processes
- The average time to watch the video is very short = > the video is not impressive, not good = > Need to review the video, edit and remake
- Number of clicks on links and acceptable frequency, however there is no result
=> need to review landing page, edit appropriately, check errors in the registration form and Google Sheets data table
This product requires additional testing campaigns to assess its performance If the results show no positive outcomes and indicate potential drawbacks, it is essential to recommend to management that importing and selling the product be discontinued.
- In case of beautiful indicators but no results, it is necessary to review abnormally
4.3.2 Proposing a number of business solutions for the company
Regular monitoring, evaluation, and inspection of advertising activities are essential for marketing staff to stay informed about advertising performance indicators, enabling them to assess the effectiveness of ads and identify any issues.
High-quality content that garners positive feedback and encourages interactivity should be prioritized and supported with an increased budget Conversely, unattractive content can be costly, necessitating swift identification of issues and potential campaign adjustments or cessation To ensure content remains engaging and appealing, it is essential to continuously incorporate new trends and highlight significant events for refreshing the material.
Regularly monitoring marketing efforts enables teams to identify issues and opportunities for making informed adjustments that enhance efficiency By evaluating customer engagement and analyzing feedback on the company's products, businesses can effectively track the growth of their social media presence.
EVALUATION OF THE INTERNSHIP PROCESS
Advantages in the internship process and difficulties in the internship process
- Training process of the basic and professional company
- Managers, leaders, enthusiastic sociable colleagues
- Young, dynamic and creative working environment
- Student support and clear salary and welfare regimes, staff such as holidays,
- There is no clear understanding of the Malaysian market and its culture.
- No experience in the job, location
- The cost of the company is not abundant for advertising activities
Results achieved and contributions to the company during the internship
5.2.1 General results of marketing for products:
- Compared to the overall and specific objectives of social media marketing, the marketing department in Malaysia achieved the following results:
Figure 4.19: Results on the report of the marketing department from 1/3/2022 to
27/05/2022: MONSTER BAIT S1 (FISHING BAIT: FB) (Source: Statistics on POS Company's Sales Management Software)
- Report table: changed for VND
Table 4.3: Revenue of Marketking division in March 2022 of MONSTER BAIT
Number of products sold (vials) 2950
5.2.2 Personal results contributed to the marketing department and the company of the product
- Ranked in the top 4 - the number of new creations in the marketing report
Figure 4.20: Personal results for marketing activities in the period 01/03/2022-
27/05/2022 (Source: Statistics on POS Company's Sales Management Software)
Number of products sold (vials) 219
Internship gained
- In-depth knowledge of household products.
- Gain more understanding of the country, culture, people, malaysian market.
- Learn how to work and experience from everyone in the office.
- Learn to communicate more professionally, paying attention to small details to catch your own mistakes.
- Learn to advertise on the social networking platforms Facebook and Tiktok.
- Improve knowledge about marketing: content, pages.
- Advanced design skills: Adobe Premiere, Photoshop, Canva.
- Improve the level of office informatics and use related software.
Future career plan
In the near future, my goal is to graduate from university with a strong degree while simultaneously seeking employment as a marketing officer or e-commerce specialist This will allow me to enhance my professional knowledge and gain valuable experience in the industry.
During the midterm period, I aim to enhance my knowledge by taking short courses and acquiring new skills, while also cultivating essential relationships to meet job demands effectively.
I aim to find joy in my work by continuously proving my abilities and striving for excellence My goal is to acquire new knowledge in E-Commerce and Digital Marketing, which will not only help me grow personally but also advance my career in this dynamic industry.
Analyzing advertising indicators is crucial for a company's marketing department, as it enables a deeper understanding of products and customer feedback This analysis aids in making informed business decisions that maximize profitability During my internship at VNE Ecommerce Business Joint Stock Company, I gained valuable knowledge and unforgettable experiences, despite facing challenges such as the pandemic and limited information With the support of my colleagues and instructor, I successfully completed the internship and enhanced my personal development.
Through my experience in the e-commerce sector, particularly in the Malaysian market, I have gained valuable insights into understanding customer behavior, effectively reaching target audiences, and planning successful advertising campaigns.
In addition to acquiring specialized knowledge, we have gained valuable skills in software such as Word and Excel, as well as expertise in image and video design using Adobe Premiere We have also developed abilities in website creation and content management Furthermore, our English proficiency has significantly improved, alongside our exposure to a new language, Malaysian.
Upon completing my college education, I am eager to deepen my knowledge and gain experience in e-commerce and digital marketing to enhance my future success Through my research and practical observations, I have found that VNE Ecommerce Business Joint Stock Company excels in its marketing efforts and has achieved notable successes, though there are areas for improvement I trust that my report will provide valuable insights to help both this department and the company continue to grow.
1 Philip Kotler (2003) Marketing Management, Social Labor Publishing Company, Ha Noi, Viet Nam
2 Philip Korler & Keller (2009) Marketing Management, Social Labor
Publishing Company, Ha Noi, Viet Nam
3 Dave Kerpen (2013) Likeable social media, Social Labor Publishing
Company, Ha Noi, Viet Nam
4 Paul Dunay (2009) Facebook marketing for dummies, Ho Chi Minh City General Publishing Company, Ho Chi Minh city, Viet Nam
5 David KirkPatrick (2010) The Facebook Effect, Simon and Schuster
1 DataReportal (2020) (Digital 2020: Malaysia — DataReportal – Global Digital Insights), https://datareportal.com/reports/digital-2020-malaysia?rq=malaysia%202020
1 Integration document of VNE Ecommerce Business Joint Stock Company
2 Statistics on POS company's sales management software: https://pos.pages.fm/dashboard
3 Documents of accounting department VNE Ecommerce Business Joint Stock Company