REASON FOR THIS RESEARCH
The rise of mobile applications is transforming user habits, making the sharing economy increasingly attractive in countries like Vietnam This model offers significant advantages, including the ability to gather diverse market and partner insights, reduce marketing and transaction costs, boost revenue, and foster strong relationships with both partners and customers.
In Ho Chi Minh City, most mobile applications primarily focus on food delivery and transportation services Recognizing the potential for additional daily life services, Naya has launched Vietnam's first multi-service application, offering a wide range of essential services such as beauty care, tutoring, and home repairs.
For a start-up, effective marketing is essential for determining business success Companies must build brand awareness and customer trust while assembling a strong marketing team with both talent and numbers A capable team is crucial for competing effectively in the marketplace.
Naya JSC prioritizes the quality and effectiveness of its Marketing team, focusing on strategies that enhance brand awareness through online activities from the development phase to the app launch After gaining insights through internships and research on the company's marketing practices, the research team selected "Implement Marketing Communication at Multi-Service Application Company Naya" as the thesis topic.
RESEARCH OBJECTIVES
- To do research about theoretical framework of communication marketing
- To analyze and assess the current state of communication marketing at the multi-service application company Naya
- To suggest solutions for boosting communication marketing activities and developing strategies to improve brand awareness in course of 2019-2020.
SUBJECT AND SCOPE OF THE RESEARCH
- Subject of the research: matters related to communication marketing activities at Naya
- Scope of the research: communication marketing activities at Naya, in Ho Chi Minh City, in the course of 2019-2020.
RESEARCH METHODS
The research team conducts interviews with officials and employees from the Marketing Department, the Board of Directors, as well as customers and partners, to efficiently gather essential data.
Researchers analyze the organization of both direct and indirect marketing activities conducted by the Marketing Department's employees, providing a comprehensive overview of the company's marketing processes.
The research team gathered secondary data from various sources, including marketing books, the company's website, and firsthand work experience This included insights into the company's operations, reports from 2019, and preliminary plans for 2020.
Statistical and data analysis methods:
The research team conducted a comparison between the knowledge gained at university and the practical experience from an internship at Naya Company, identifying key differences This analysis led to valuable suggestions aimed at enhancing the company's marketing activities.
- Content analysis: This is one of the most common methods to analyze qualitative data
It is used to analyze documented information in the form of texts, media, or even physical items Content analysis is usually used to analyze responses from interviewees
Narrative analysis is a research method that examines content from diverse sources, including interviews, field observations, and surveys It emphasizes the stories and experiences shared by individuals to address specific research questions effectively.
Descriptive and inferential analysis are essential for understanding relationships between variables in surveys Descriptive statistics summarize data by identifying patterns through measures such as mean, mode, and percentage In contrast, inferential statistics utilize random samples from a population to draw conclusions and make inferences about the entire population.
RESEARCH QUESTIONS
What Marketing theoretical frameworks can we use to implement Naya Marketing communication activities?
Which communication channels and tools can we use to enhance brand awareness about Naya app in the market?
How can we implement and measure them effectively?
What can we do to improve the result in the future activities?
DISSERTATION STRUCTURE
Chapter 1: Introduction of Naya company and Marketing department
Chapter 2: Theoretical framework of Marketing communication
Chapter 3: Implement Marketing communication plan in Naya company
Chapter 4: Situation and recommendations for future improvements
INTRODUCTION OF NAYA COMPANY AND MARKETING
Overview of Naya company
Naya Joint Stock Company was granted a business registration certificate on May 23 rd ,
Established in 2019 by the Department of Planning and Investment in Ho Chi Minh City, the company is legally represented by Mrs Nguyen Thi Phuong Dung and specializes in computer programming.
Official name: NAYA JOINT STOCK COMPANY
Date of business registration: May 23 rd , 2019
Administered tax authority: Ho Chi Minh City Tax Department
Address: Room 15 Floor 9, Cantavil Premiere Building An Phu Number 1 Song Hanh,
An Phu Ward, District 2, Ho Chi Minh City
Business registration line: Computer Programming (Key sectors)
Charter capital: 200.000.000 VNĐ (approximately 8.700.00 USD)
- E-mail: Naya.manager@gmail.com
Launched in March 2019, Naya is poised to capitalize on the Vietnamese app market by offering a unique integrated business service that is currently unavailable This multi-service application is designed to connect customers with diverse service providers across various industries, utilizing the familiar symbol #Hashtag for easy navigation.
In September 2019, Naya launched its app on CH Play and the App Store, offering a trial version to gather feedback from users for quality enhancement By leveraging cutting-edge technologies of the 4.0 revolution, including Big Data, GPS, Cloud Computing, and data integration management software, Naya aims to strengthen the modern information technology infrastructure in Ho Chi Minh City, empowering individuals to earn supplementary income through their skills.
Naya is a digital platform that embodies the sharing economy, allowing users to share their career skills and talents across various fields within a community where everyone can act as both partners and customers According to Mr Jun Choi Mun, the founder of Naya, the platform's slogan, "Share all your talents," reflects its mission to enable individuals to showcase their abilities and earn additional income from their passions.
- The leading Multi-Service Application in Vietnam
- Go further to Korea and ASEAN
- Bring technologies exellence to develop a digital ecosystem that connecting customers and service providers for high quailified essential needs
- Help partners to advertise their services at zero fee to approach and serve more target customers
- Allow customers to get free quotation and real time inquiry with one step only by a
- Naya values our top principles of TRANSPARENCY – SIMPLICITY – INTELLIGENCE in our ecosystem, aims to offer a win-win outcome to all partners and customers
Table 1.1: Services provide by Naya app
Salon Make up Nail Tattoo Massage
Interior Moving Equipment Electric Household repair
Wedding invitation Filming, photography Party Decoration Make up Clothes Rent car Support
Language Sport, Personal Training Vocational training General education
Interior Website, App Fashion Graphic
Take care pet Pet beauty Accessories for pet
Delivery House chores Buy pills
Figure 1.2: Organizational structure of Naya company
Functions and duties of each department:
The Board of Directors is responsible for executing corporate governance in compliance with Vietnamese law, determining the company's operational strategies, and fulfilling additional rights and obligations outlined in the company charter.
The Chief Executive Officer (CEO) oversees all company operations, formulates strategic business plans, and organizes the management structure They are accountable for all production and business activities and report directly to the Board of Directors regarding the execution of their assigned responsibilities.
The Customer and Partnership Department focuses on developing business strategies, researching market expansion opportunities, and identifying potential partners and customers Additionally, this department serves as a product consulting hub, gathering customer feedback and generating innovative ideas, while collaborating with the technical team to ensure the delivery of optimal products.
The Marketing Department is responsible for executing and overseeing marketing and advertising strategies, including promotions, while monitoring their effectiveness and reporting results It plays a key role in implementing campaigns that enhance the company's image and promote its products Additionally, the department focuses on expanding both online and offline channels to effectively reach business customers.
The Human Resources Department is responsible for strategic planning, recruitment, and staffing, as well as executing activities aimed at maintaining and enhancing human resources through training and development Additionally, it implements social policies and recommends further policies to the board of directors to ensure employee benefits are prioritized.
The Accounting Department plays a crucial role in advising the Board of Directors and CEO on financial accounting management and oversight It ensures effective financial and accounting control within the company while managing and utilizing capital sources appropriately.
The Technical Director oversees all technology operations within the company, defining the strategic direction and development of technology initiatives This role involves creating tailored technical plans for each project, conducting research to assess the needs for building, upgrading, and modifying software applications, and ensuring the maintenance of server systems and personal computers, addressing both hardware and software requirements.
The Technical Department comprises application writing engineers, software engineers, artificial intelligence engineers, website design engineers, and a data processing team This department plays a crucial role in implementing the company's technology products, drawing inspiration from ideas generated across all departments and incorporating valuable feedback from customers.
Naya provides a digital platform that makes it easier for users to find everything they need by hashtag keywords about related services For example: #teachers, #need helpers,
#bakers, On the other hand, users (also service providers) can upload their competency profiles to this platform in order to have the opportunity to reach customers more conveniently
On September 11 th , 2019, Naya Joint Stock Company officially launched the Naya application on CH Play for Android users and App Store for iOS users
Highlight features of the application:
1 Search information: Easily enter keywords according to the purpose of the search through #hashtag the desired keywords This helps the search results become clearer and increases accuracy
Figure 1.3: How to search information on Naya app
2 Bidding: After entering the search data, "Get a quote" will be the next step to help users receive the prices for the services they need from partners before accepting the transaction
Figure 1.4: How to get a quote on Naya app
3 Upload sample images: customers can upload sample photos to help service providers easily visualize customer needs
Figure 1.5: How to upload pictures for references on Naya app
4 Select location: Users can select the area to facilitate their transactions in the
Figure 1.6: How to select location on Naya app
5 Talking with Partners: After "Receiving a quote" from the Partner, the customer can talk directly with that Partner about his or her requirements so that the Partner can better understand the needs
Figure 1.7: A protocol message with partner on Naya app
Figure 1.8: Expected Customer Journey while develop Naya App
Source: CEO of Naya Company
Figure 1.9: Expected Sales of Naya company 2019 – 2022
Launched in October 2019, the Naya app aims to attract partners by offering a fee-free period until February 2020 During this time, all transactions will be conducted in cash, allowing customers to pay partners directly upon service completion.
From February 2020, Naya will begin to allow customers to pay transaction online by cards or e-wallet Also, we will charge 10-20% on every transaction as referral fee
From February 2021, we will allow our partners to have their advertisement on our main page of website/social media channels/application with an appropriate fee.
Marketing department of the company
- To build brand awareness and promote promotions among partners and customers about Naya multi-service application to stimulate service trials and app downloads
- To understand customers/partners needs and expectations for better improvements
- To carry out operations to attract customers and partners, help them realize the benefits of the application
- To ensure the best depiction of brand’s image in the public
- To establish good relations with the press and media
Figure 1.10: Marketing organizational chart at Naya company 1.2.3 Function and mission
- Manage Strategic Planning, Content Developing, Creative Team, Digital Team
- Plan and implement promotional campaigns
- Manage and improve lead generation campaigns, measuring results
- Monitor and report on effectiveness of marketing communications
Developer Creative Team Digital Team
- Analyze customer needs and wants Identify trends and insights of partners/customers, optimize performance based on insights
- Plan and manage the budget of Marketing team
- Responsible for keeping the relationship with partners and dealing promotions on app
- Responsible for uploading profiles of 5000 partners on website
- Write content about promotion campaigns, motivational stories, introduce how to use the app to stimulate customer recognition to Naya app
- Develop the content strategy for campaigns, website, social media channels, as well as create buyer-centric content journeys
- Create fresh, innovative content that sparks connections with the target Lead the ideation process to turn data/insights into meaningful stories
- Plan and execute marketing designs with other activities to establish and maintain brand image in the market
- Production (shooting & editing photos and videos, organizing events and workshops): produce photos, videos about information of the app and stories about partner life on social media channels
- Responsible for designs of printings billboard, leaflets, standees, etc
- Manage App Store Optimization (ASO), improve the visibility of applications on download stores like CH play or App Store, increasing natural downloads
- Manage Search Engine Optimization (SEO) to improve website’s ranking in the search engine results pages
- Manage website, social media and mobile presence by monitoring Search Engine Marketing (SEM), analytics, Customer Relationship Management (CRM) data
- Create advertisements and run ads on YouTube, Facebook, Instagram
- Edit and post contents, videos about partners, podcasts, and audio
Naya company situation analysis
We use SWOT matrix to analyze Naya situation, with the Internal factors (Strengths, Weaknesses) and External factors (Opportunities, Threats)
Table 1.2: SWOT analysis of Naya company Strengths
S1 The first multi-service application in Ho
Chi Minh with few direct competitors
S2 Young, dynamic, creative human resources
S3 High standard of service, verified partners and service
S4 Low operating cost since the service relies on customer-to-partner transaction
S5 Talented software/application engineers come from Korea
W1 The application is new to users (how it works and the service it provide)
Until 2020, W2 did not impose any transaction fees, which necessitated significant investments in operating costs and promotional initiatives, including workshops, booths, and vouchers Additionally, the company faced challenges with low brand awareness due to its recent launch.
O1 Have a lot of potential partners because every service provider (freelancer, store, chain- store) needs a platform to promote themselves
O2 Naya has strong investors from Korea so the company can increase valuation and have more money to operate
O3 Mobile application market and sharing economy in Vietnam is growing
O4 Large competitors are mostly one-service competitors
T1 The competitors have been in the market for a long time and is growing T2 The application idea can be easily imitated
T3 Change user habits from using traditional channel (go-to- store/Google/Facebook)
THEORETICAL FRAMEWORK OF MARKETING
Marketing
Marketing, as defined by the American Marketing Association (2007), encompasses the activities, institutions, and processes involved in creating, communicating, delivering, and exchanging valuable offerings for customers and society Initially, the term referred to the act of bringing goods to market for sale From a sales process engineering viewpoint, marketing consists of interconnected and interdependent processes that collaborate with other business functions to achieve customer interest and satisfaction.
Marketing, as defined by Philip Kotler in 1991, is a social and managerial process that enables individuals and groups to fulfill their wants and needs This is achieved through the creation, offering, and exchange of valuable products with others.
Marketing communication
2.2.1 Marketing communication and its role
Kotler et al (2012, 776) defines marketing communications as “the means by which firms attempt to inform, persuade and remind customers - directly or indirectly - about the brands they market”
Marketing communication serves as the brand's voice, enabling companies to engage in meaningful dialogue with consumers about their products (Keller, 2001, p 823) This process is essential for businesses to effectively convey their messages and build a strong corporate image in the minds of their customers.
The benefits of marketing communication are for example: customer loyalty, less vulnerability to competition, larger margins and various brand extension opportunities (Keller, 2009)
According to Keller (2009) the marketing channels of communication are:
1 Advertising - a paid form of presentation or promotion of ideas or offerings by a sponsor
2 Sales promotion - different short-term influences that promotes a trial or purchase of an offering, relates to discounts, coupons
3 Events and experiences –when a company pays for activities or programs that are made to create brand-related experience
4 PR - building great connections with the company’s different publics by getting great exposure, building up a great ‘corporate image ', and taking care of or heading off troublesome gossipy tidbits, stories, events
5 Direct marketing - the use of email, phone etc or Internet to communicate directly with specific customers to yield responses from them
6 Interactive marketing - online activities created to engage customers to eventually raise awareness, improve image or sell products and services
7 Word-of-mouth marketing - person to person oral / written / electronic communications which, (due to a purchaser past experience) promotes the purchase or usage of products or services
8 Personal selling - the face-to-face interaction with one / many potential buyers for the purpose of making presentation, answering questions and acquisitioning orders
Marketing communications is a crucial component of a firm's marketing mix, encompassing the strategies used to create, communicate, and deliver value to customers (Kotler et al 2012) The original marketing mix, conceptualized by E Jerome McCarthy, consists of four key elements: product, price, place, and promotion As illustrated in Figure 2.1, marketing communications play a vital role within this framework After establishing the product, pricing, and distribution strategies, a company can effectively plan its marketing communications, which primarily focus on the promotion aspect of the marketing mix (Arens et al 2011).
Figure 2 1: The communications within marketing mix
The principles of consistency and wholeness are essential to Integrated Marketing Communication (IMC), as they emphasize the importance of synergizing various communication tools According to Arens et al (2011), customers instinctively merge messages from diverse sources, shaping their overall perception of the brand Pelsmacker et al (2013) further support this notion, highlighting that consumers do not differentiate between marketing communication tools but instead integrate the messages they receive.
Integrated Marketing Communication (IMC) differs from Marketing Communication (MC) in its approach to utilizing communication channels While MC serves as a framework for understanding available marketing communication options, IMC focuses on the strategic direction and coordination of these channels to enhance overall effectiveness.
Figure 2 2: Conceptual model of Integrated Marketing Communications
According to Kotler et al (2012), the marketing communications mix consists of various communication modes, including advertising, sales promotion, events and experiences, public relations, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling These modes can be categorized into non-personal and personal activities, highlighting the diverse strategies available for effective marketing communication.
Non-personal communication tools are designed for engaging multiple individuals simultaneously through various mediums This category encompasses advertising, sales promotions, events, experiences, and public relations Additionally, the concept of interactive marketing is highlighted, as it sometimes incorporates elements of personal communication.
Advertising is a paid, non-personal communication strategy used to promote market offerings by a specific sponsor Its primary objectives are to inform, persuade, and remind consumers about various products and services.
In 2011, various advertising tools such as newspapers, radio, TV, brochures, posters, leaflets, and billboards were highlighted Media planners must carefully select these tools based on the media habits of their target audience, the characteristics of the product and message, and the associated costs For example, television advertising effectively combines sight, sound, and motion, offering a broad reach and the ability to showcase the product in action However, it also comes with high costs, limited selectivity, and the risk of viewers switching channels or leaving the room during commercials.
Print media, including magazines and newspapers, offer unique advantages for advertisers Magazines allow for targeted segmentation and are often perceived as credible, with a tendency to be retained for extended periods, such as in waiting rooms Conversely, while newspaper advertisements boast high believability and effectively reach local markets with broad acceptance, their visibility is limited by a shorter duration.
Blythe (2006) identifies several limitations of advertising, including limited capacity, challenges with audience segmentation, and distractions from external factors like traffic and noise, which can hinder receptiveness Conversely, Smith and Zook (2011) highlight the advantages of advertising, noting its ability to quickly reach a large audience, target niche markets, and maintain message control They assert that advertising plays a crucial role in building awareness, preference, and reassurance However, it can also be expensive, requires significant lead time for changes, lacks interactivity, and offers limited personalization of messages.
Sales promotion encompasses various strategies designed to boost sales in the short term, targeting retailers, consumers, and wholesalers The primary goal is to offer additional incentives that encourage the purchase or stocking of specific products.
According to Kotler et al (2012), there are 21 examples of sales promotion tools, including samples, coupons, and cash refund offers for consumers Additionally, advertising and display allowances target members of distribution channels, while tradeshows and sales contests focus on promoting business and sales forces.
Sales promotion tools serve various specific objectives, including encouraging consumer trials, rewarding loyal customers, and boosting re-buy rates These promotions also motivate retailers to stock new products and maintain higher inventory levels, while helping manufacturers penetrate new retail channels Additionally, emerging companies can leverage sales promotions to attract their target audience effectively.
In summary, sales promotions are characterized by three distinct features: they capture attention and direct potential buyers to the product, offer incentives that enhance value for the consumer, and encourage immediate purchasing decisions (Kotler et al., 2012).
Develop a marketing communication plan
Figure 2 4: Steps in developing effective communication
Source: Design from Philip Kotler theory
Market segmentation involves dividing a market into smaller groups to better identify and target specific audiences Each market segment consists of customers with similar needs and preferences Segments can be categorized using various descriptive characteristics, including geographic, demographic, psychographic, and behavioral factors (Kotler & Keller, 2011).
Geographic segmentation categorizes markets into specific geographical units such as countries, regions, cities, or neighborhoods, while demographic segmentation utilizes variables like age, family size, gender, income, occupation, education, race, religion, generation, social class, and nationality to create smaller market segments.
Psychographic segmentation is used to divide customers to different groups based on their personality traits, lifestyle or values There are different classification systems
28 available for psychographic segmentations, (Kotler & Keller 2011, 226-227), for example:
- Innovators - Successful, sophisticated, active, “take-charge” people with high self- esteem Purchases often reflect cultivated tastes for relatively upscale, niche-oriented products and services
- Thinkers - Mature, satisfied, and reflective people motivated by ideals and who value order, knowledge, and responsibility They seek durability, functionality, and value in products
- Achievers - Successful, goal-oriented people who focus on career and family They favor premium products that demonstrate success to their peers
- Experiencers - Young, enthusiastic, impulsive people who seek variety and excitement They spend a comparatively high proportion of income on fashion, entertainment, and socializing
- Makers - Practical, down-to-earth, self-sufficient people who like to work with their hands They seek US-made products with a practical or functional purpose
Survivors are typically elderly and passive individuals who are loyal to their preferred brands and apprehensive about change In contrast, mobile apps can effectively target innovators and experiencers Behavioral segmentation plays a crucial role in categorizing customers based on their knowledge, attitudes, usage, and responses to products Recognizing that customers have diverse needs allows businesses to tailor their offerings, resulting in distinct market segments that seek varying benefits from the product.
Customer segmentation can be effectively achieved by analyzing user status and usage rates Users can be categorized as non-users, ex-users, potential users, first-time users, or regular users To enhance marketing strategies, it's essential to understand the underlying attitudes, beliefs, and behaviors of potential and non-users, as well as their knowledge of the product Additionally, targeting heavy users of mobile apps can significantly increase revenue through higher in-app purchases and increased ad visibility (Kotler & Keller, 2011, 227-228).
Identifying the target audience is crucial for effective communication, as highlighted by Kotler and Keller (2011) Services like App Annie, Quantcast, and Yahoo’s Flurry Analytics can aid in pinpointing a mobile app's target demographic Additionally, monitoring trends is essential to discover user groups that prefer similar applications, allowing marketers to refine a broad consumer base into a more focused group of potential users (Hines 2014) Tools such as Google Trends can be utilized to track these trends effectively.
Percy and Rosenbaum-Elliott (2012, 7) defined four communication objectives:
- Category need Consumer has to have some kind of interest, need or reason to buy item from product category
Brand awareness is crucial for consumer purchasing decisions, as it allows consumers to identify a product This identification can occur through recognition, where consumers see the item on the shelf, or through recall, where they think of the brand beforehand.
Brand attitude plays a crucial role in influencing consumer purchasing decisions, as mere brand awareness is insufficient To encourage actual purchases, consumers must develop a favorable attitude towards the brand, which is shaped by their feelings and the knowledge they acquire about it.
Brand purchase intention is a key goal in promotional communication, as it reflects consumers' thoughts such as "I think I’d like to try that" or "I’ll buy that." This intention often arises from a favorable attitude toward various brands, indicating a positive perception that can influence purchasing decisions.
Formulating the communications to achieve the desired response requires solving three problems:
- What to say? (message strategy)
- How to say it? (creative strategy)
- Who should say it? (message source)
Message Strategy: In determining message, management searches for appeals, themes, or ideas in line with the brand positioning to help establish points of parity or points of differences
Creative Strategy: Creative strategy are how marketers translate their message into a specific communication:
- Informational Appeals: elaborate on product or service attributes or benefits They assume very rational and logical processing of the communication on the part of the consumer
- Transformational Appeals: elaborate on a non-product-related benefit or image They often attempt to stir up emotions that will motivate purchase
Message Strategy: In determining message, management searches for appeals, themes, or ideas in line with the brand positioning to help establish points of parity or points of differences
Messages from attractive or popular sources tend to capture greater attention and enhance recall, which is why advertisers frequently enlist celebrities as spokespeople These celebrities are particularly effective when they possess credibility or embody essential product attributes Key characteristics of celebrities include expertise, trustworthiness, and likability, all of which contribute to their persuasive impact in advertising.
As communication channels become increasingly fragmented and cluttered, selecting effective methods to convey messages is becoming more challenging Communication channels can be broadly categorized into two types: personal and non-personal.
- Personal communication channel means that two or more persons communicate face- to-face or person-to-audience through phone, traditional mail, email or mobile or internet messaging
- Non-personal communication channels are aimed to more than one person and include advertising, sales promotions, events and experiences and public relations (Kotler & Keller 2011, 486-487)
User -to-user marketing is a crucial strategy for promoting mobile apps, allowing users to share app information seamlessly through social networking and messaging services directly from the app It is essential for the app to facilitate easy feedback, support requests, and liking features, encouraging users to engage with these in-app marketing tools effectively (Ohayon, Kaje & Hanage 2013).
2.3.5 Establish the total communication budget
Establishing a marketing communications budget is a challenging task, as significant variations can exist not only between different industries but also among companies within the same sector (Kotler & Keller, 2011, p 488)
There are many methods to define marketing communications budget Kotler and Keller
The affordable method of marketing involves companies allocating funds based on what they can afford, neglecting the significance of promotion as a strategic investment and its influence on sales volume This approach results in an unpredictable annual budget, complicating long-term planning and hindering growth opportunities.
The percentage-of-sales method allocates a specific percentage of current or projected sales for marketing expenditures, positioning sales as the primary driver of communication strategies rather than the outcome This approach results in a budget constrained by available funds rather than potential market opportunities, discouraging innovative spending and experimentation Additionally, reliance on annual sales figures hampers long-term planning, and it fails to promote a tailored communication budget that reflects the unique needs of each product and market area.
The competitive-parity method involves allocating a marketing communication budget that matches that of competitors However, this approach is flawed, as it assumes that competitors possess superior insights, ignoring the unique reputation, resources, and objectives of each business.
SWOT Analysis
SWOT analysis is a strategic planning tool that assists individuals or organizations in identifying their strengths, weaknesses, opportunities, and threats in relation to business competition or project planning This technique aims to clarify the objectives of a business venture or project while highlighting both internal and external factors that can impact the achievement of those goals By conducting a SWOT analysis, users can gain valuable insights into the favorable and unfavorable elements that influence their strategic decisions.
35 ask and answer questions to generate meaningful information for each category to make the tool useful and identify their competitive advantage
Strengths and weakness are frequently internally-related, while opportunities and threats commonly focus on the external environment The name is an acronym for the four parameters the technique examines:
- Strengths: characteristics of a business or project that give it an advantage over others
- Weaknesses: characteristics of a business that place the business or project at a disadvantage relative to others
- Opportunities: elements in the environment that the business or project could exploit to its advantage
- Threats: elements in the environment that could cause trouble for the business or project
Internal factors can be assessed as strengths or weaknesses based on their impact on an organization's goals, with certain factors serving as strengths for one objective while acting as weaknesses for another These factors encompass the 4Ps—product, price, place, and promotion—as well as elements like personnel, finance, and manufacturing capabilities Conversely, external factors include macroeconomic conditions, technological advancements, legislation, sociocultural shifts, and changes in the competitive landscape Typically, the analysis of these factors is organized into a matrix format for clarity.
DEPLOY MARKETING COMMUNICATION PLAN IN NAYA
Market Analysis
Figure 3 1: The essential data of mobile, internet, and social media use in
Vietnam, with a population of 97 million, is emerging as an attractive market for major corporations across various sectors, including retail, finance, banking, and software and hardware As the country continues to develop, the wealth of its citizens is also on the rise, further enhancing the market's appeal.
With mobile social media users in Vietnam reaching 58 million and continuing to grow, the market presents significant opportunities for mobile application development Currently, only the transportation and food delivery sectors are thriving, leaving numerous other service areas ripe for exploration and growth.
To have a deeper understanding about Vietnam, we did a research of macro-economic and micro-economic of Vietnam and analyze it by PESTEL analysis and Porter’s Five Forces (See Appendix 1, 2)
Figure 3 2: Application trend in Vietnam in 2019
Vietnam, with a population of 100 million, is witnessing significant technological advancements driven by rapid economic growth Currently, 72% of its population utilizes smartphones and enjoys access to 4G and 3G services.
The rise of the sharing economy has led to the popularity of mobile applications like Grab, GoViet, Tada, Baemin, and Now Delivery in Vietnam These platforms have transformed traditional commercial transactions, enabling users to access products and services that were once available only through websites or offline channels directly from their mobile devices.
Figure 3 3: Market Segmentation by demand
The pyramid structure of Maslow's Hierarchy of Needs outlines five levels of human necessities: Physiological, Safety, Belongingness, Ego Needs, and Self-Actualization As individuals satisfy their basic needs, they progress to higher levels, allowing marketers to better understand and target their audience Naya tailors its marketing strategies to these needs, offering services that align with each category For instance, to meet the Belongingness need—which encompasses family, love, and social acceptance—Naya provides wedding services that include flowers, singers, and dancers, effectively catering to customers' emotional and social desires.
Maslow's highest level of needs, self-actualization, may motivate individuals to seek tutors for foreign languages, art, or yoga if they perceive the benefits However, it is essential to recognize that the needs and desires of our target market can fluctuate, particularly during periods of technological and economic change.
Marketing Department of Naya always have to remember to keep the marketing communication strategy up to date and relevant
Table 3 1: Competitor of Naya application
Tidy App WeFit Phanocare App
Tidy App Rada App BTaskee App Thegioitho App 1Fix.vn
Tidy App Rada App Thegioitho
In the competitive landscape of healthcare, home care, event organizing, and vehicle repair services, Tidy and Thegioitho are direct rivals to Naya, offering applications that connect customers with service providers Unlike Naya, these competitors feature two separate app versions—one for users and another for service providers—though this design has drawn criticism for its usability challenges Additionally, Tidy and Thegioitho provide users with the option to book services via their websites, giving them a competitive edge over Naya However, Tidy's application is primarily focused on Hanoi, while Naya targets the Ho Chi Minh City market.
WeFit is a key competitor to Naya in the personal care sector, particularly in yoga, dancing, and martial arts Partnering with 750 gyms across Hanoi and Ho Chi Minh City, WeFit offers over 30 activities, including bodybuilding, swimming, dance, martial arts, indoor climbing, and bowling, all accessible through a user-friendly super application With over 100,000 downloads on CH Play and the App Store, this app caters to fitness enthusiasts in both cities Additionally, the launch of WeWow in July 2019, a collaboration between WeFit and WeJoy, intensifies the competition by providing an even broader range of fitness options.
WeWow offers a diverse range of 40 services, including beauty salons, hair salons, and spas, leveraging advanced technology and three years of reliable service to position itself as a significant competitor to Naya in the fitness and healthcare sectors Meanwhile, 1Fix specializes in electrician and plumbing services, as well as refrigerator maintenance, catering to households, offices, restaurants, and factories This platform connects customers with certified and skilled workers for their repair needs With extensive experience and a strong presence in Ho Chi Minh City, 1Fix stands out in the repair service market, focusing solely on repair services and facilitating transactions through its website (1Fix.vn), where customers can easily access service pricing.
Rada is a versatile application offering a wide range of services, including car, motorbike, and electric bike repair, home appliance maintenance, house repair, and IT equipment support Despite its diverse service offerings and competitive positioning against rivals like Naya and 1FIX, Rada has struggled to gain user favor Nevertheless, it remains an important competitor in the repair and maintenance industry that should not be overlooked.
BTaskee is a technology-driven company that provides cleaning services through its mobile platform, allowing users and cleaners to easily book and confirm tasks, including scheduled services With a strong reputation for reliability, bTaskee has gained the trust of an increasing number of customers As a key competitor in the cleaning industry, bTaskee stands out alongside Naya.
Marketing communication plan
3.2.1 Identify target partners and customers
Table 3 2: Characteristics of target partner and customer of Naya app
Characteristics Store owners/Freelancers who need a platform to increase their brand identity to get more transactions
Students and tutors specializing in fields like English, Physics, Yoga, and Guitar, as well as freelancers such as designers, guitarists, singers, and models, seek a marketplace to effectively promote their services.
Who hi-tech and trendy, prefer to use the convenient service
For example: Families need service to clean, repair household and take care children; Officer, students need relaxation, beauty service and delivery
Base on four communication objectives defined by Percy and Rosenbaum-Elliott (2012,
7), Naya communication marketing aims to:
- Raise brand awareness: Naya is a completely new app, compare to other competitors
Therefore, this objective is a must-have in order to be successful in every Marketing communication activity
Brand awareness alone is insufficient to convert users into buyers; a positive brand attitude is essential Naya focuses on creating a friendly and meaningful brand image to resonate emotionally with users, facilitating a deeper connection that encourages purchases.
- Brand purchase intention: This is the primary communication objective for promotion
Naya promotion seeks to enhance brand perception among users, fostering a positive attitude towards the brand By establishing a strong brand image, the campaign aims to influence users' purchase decisions The ultimate goal of all communication efforts is to achieve 20,000 downloads by the campaign's conclusion.
2019, with the expected percentage of real users accounts for 40%, which is about 8000 users
Naya stands out from other applications by allowing partners to also act as customers, enabling them to access additional services while offering their own To effectively reach both audiences, the Naya Marketing department has adopted a unified message: "Share your all talents." This motivational slogan not only inspires partners to join Naya but also resonates with customers, highlighting the human-centric values that underpin the platform's creation.
Following the recent product launch, the Marketing team has opted for mass communication strategies in Ho Chi Minh City to effectively disseminate news and generate awareness and interest among potential customers, in line with the AIDA model As consumers become more familiar with the Naya brand, the team plans to transition to personal communication methods to further stimulate desire and prompt action.
3.2.5 Establish the total communication budget
The Executive Board allocated a total budget of 3 billion Vietnam Dong to the Marketing team for communication activities, covering the period from October 2019 to June 2020.
3.2.6 Decide the Communication mix and measure the results
Workshop: Approaching customers in the era of Naya application
The workshop aimed to equip partners with valuable insights, foster business opportunities, and expand networks for the NAYA platform With a target of attracting at least 300 guests, the event sought to encourage long-term partnerships Attendees had the opportunity to engage with the Executive Board, enhancing NAYA's credibility and introducing the application to new audiences Additionally, NAYA leveraged the event to negotiate discounts for users from its partners.
Senior managers and staff actively sought feedback from partners to enhance the Naya app They asked targeted questions such as, “How do you feel when using the Naya app?” and “What changes could improve the Naya app?” to gather valuable insights for improvement.
Naya workshops aimed to engage skilled freelancers and business owners across various industries, seeking to establish long-term partnerships and enhance brand credibility through application verification.
To ensure a successful business workshop, selecting an engaging theme is essential for attracting a larger audience The marketing team has chosen the theme "Approaching Customers in the Era of Naya Application," which aligns with the event's objective Participants will discover how to leverage Naya as a cost-effective alternative to traditional advertising platforms like Facebook, Instagram, and Google Ads for promoting their services.
The total cost of Naya workshop is showed in Appendix 4 In total, it takes 28.020.000 VND for 6 workshop sessions
After considering, researching and inquiring about the prices of many different venues, the Marketing department decided to hold the event at the company's office for the following reasons:
- To save venue costs and travel costs
- To increase the company’s credibility; Naya is a new-launched app, therefore, brand image is extremely important
- NAYA’s office is fully equipped with tables, chairs, projectors to hold an event, in fact, it can host 50 people at once
The workshop took place in 3 days, with both Morning and Afternoon sessions for each day In total, there were 6 workshop sessions that shared the same content, partners chose
1 out of 6 sessions to participate
Table 3 3: Detailed timeline of NAYA workshop Time
- Create an official account for partner on NAYA’s application
- Have tea-break and interact with NAYA’s team and other partners
- Enjoy music and take pictures, save memories
- Explain why the application was created, discuss the technological aspect of the application, share NAYA’s vision and mission
- Emphasize on how Naya would help partners to increase income significantly
20 Presentation from Head of Marketing Department
- Briefly present the market research result in HCMC and the potential development of a multi-service application
- Introduce Naya Marketing programs which include advertising, promotions as well as show customers the benefits of NAYA’s free advertising policy
- Briefly introduce the marketing plan in 2020
- Show the audience how to use Naya app; the process includes downloading the application, registering an account, and updating the profile
- Test transaction process on the application
20 Presentation from Head of Customer-Partner
- Introduce the long-term partnership program, how to register and benefits of registration
- Hand out the registration form for partners
10 Partners sharing - Partners introduce their services and skills
- Partners can show their appreciation of NAYA’s effort in helping them lower advertising cost and reach more potential customers
20 Questions & Answers - Let partners experience the application
- Receive feedback from partners about application’s display, usage, and the transaction process
Figure 3 4: Mr Jun Choi Mun – Founder of Naya app, presenting Mission and
Figure 3 5: Naya staffs taking pictures with participants in the workshop
Source: Marketing Department Workshop results:
100% successful in conveying the insights, business opportunities to partners
247/300 partners came to the workshops
247/247 partners successfully downloaded the app and registered an account
186/247 partners registered and committed to be close partners
134/247 partners agreed to give discounts for NAYA’s app users
Receive feedbacks to improve Naya app
Following its official launch, digital news channels played a crucial role in disseminating articles about Naya, Vietnam's first multi-service application These articles highlighted the features and services offered by the Naya app By promoting the application on IT-focused websites, Naya aimed to showcase its growth potential to customers, partners, and particularly investors, laying the groundwork for future expansion and development.
Following an analysis of costs, reader demographics, and the features of prominent digital news channels in Vietnam, the Marketing team has chosen to publish promotional articles on two key websites: CafeF and ICTNews.
Figure 3 6: Article about Naya app on ICTNews
Table 3 4: Advertisement cost of posts on CafeF and ICT News
NAME POSITION DETAIL COST/POST
CafeF The top post on the homepage in 2 hours
The post is in the form of a link with the length 800 to
1000 words and the maximum of
ICTNews The top post on the homepage in 2 hours
Source: Marketing Department The reason why Marketing team choose ICT News and CafeF to advertise:
ICTNews (ictnews.vn) is a website that specializes in information technology (IT) and telecommunication; it operates under VietNamNet News- the mouthpiece of Ministry of
Figure 3 7: Article about Naya app on CafeF news
The Information and Communication platform provides timely and detailed updates on national and international telecommunication, IT, and communication activities, serving as a key resource for developmental trends and the latest applications in Vietnam and globally It is also a valuable partner for start-ups looking to execute effective marketing campaigns, aligning with NAYA's criteria for promoting our app In contrast, CafeF stands out as Vietnam's premier information hub for economics, finance, and the stock market, catering to those seeking insights into macro and microeconomic issues on both regional and global levels This digital news website is particularly favored by CEOs needing immediate access to market trends, boasting significant traffic, as evidenced by October 2018 statistics from vinads.vn.
Figure 3 8: Traffic information of CafeF
Figure 3 9: The average page-view per month of different categories
Table 3 5 Result of articles post on ICTNews and CafeF
The article was issued and gained approximately 8200 views
The article was issued and gained about 90.350 views
The articles were shared on NAYA’s official Facebook page and received 3218 reactions
Naya utilizes television advertising as a powerful tool to promote our platform on a large scale This method effectively introduces our application and services to a wide audience, sparks their interest, builds trust, and encourages them to engage with our offerings.
The promotion clip, which is 1 minute in length, was included in the “Chuyen trua 12h” (News at 12pm) program and broadcasted by HCMC Television Station on HTV9,
HTV7 on November 9 th , 2019 Although the clip only lasted one minute, it was able to spread its core message and achieved NAYA’s goals including:
- Help viewers gain an overall and detailed view on Naya application- the first multi-service application in Vietnam
- Provide knowledge of why the application was developed and its progress as well as introduce the services that it offers
- The application connects customers and service providers and acts as a useful platform which allows many, especially freelancers and small business owners, to increase their income
- Emphasize on features such as information searching, displaying overt price, uploading sample images, selecting location, and communicating with the service provider
The promotion clip connected Naya and the viewers, thus, established reliability and enhanced brand awareness
Figure 3 10: Image taken from the news about Naya application on HTV9
Table 3 6 Price of Naya video on news program
HTV9, HTV7 “Ban tin 12h trua”
One-minute news about Naya app 45.000.000 45.000.000
Source: Self-synthesize 3.2.6.3 Sales promotion
Promotion name: Promotion for new users
Beneficiaries: the first 30.000 users who register an account on Naya app The promotion will be provided straightly to new accounts and is available to use when activated
Form of promotion: Give beneficiaries 100.000 VND coupon under the form of service transaction, each new account can only receive one coupon when download the app Terms of using promotion:
At the end of service period, customers will receive a 100.000 VND coupon in the
The "Payment" page outlines the coupon validity timeline: After 7 days from activation, the coupon value decreases to 70,000 VND; after 14 days, it further reduces to 50,000 VND, and it expires after 28 days.
Figure 3 11: Coupon promotion on the cover of Naya Facebook page