Mục lục

Kiểu tiêu đề chương (mức 1) ....................................................................................................................... 1

Kiểu tiêu đề chương (mức 2) .................................................................................................................... 2
Kiểu tiêu đề chương (mức 3) ................................................................................................................ 3
Kiểu tiêu đề chương (mức 1) ....................................................................................................................... 4
Kiểu tiêu đề chương (mức 2) .................................................................................................................... 5
Kiểu tiêu đề chương (mức 3) ................................................................................................................ 6
 INTRODUCTION
In this assignment, I will identify opportunities, challenges and impact of the digital
environment, examine key digital tools, platforms and channels, comparing and contrasting
with brick – and – mortar and other physical channels. I will apply theories in the case of
MMM
Task 1: Opportunities, challenges and impact of the digital
marketing
1.1 Definition of Digital Marketing and the digital landscape in Vietnam
If we want to know the definition of Digital Marketing, at first, we have to know the
definition of marketing, there are various definitions about Marketing. As indicated by
Philip Kotler and Gary Armstrong in the Principle of Marketing course book 16th edition:
“Marketing is the process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in return”. We
can understand it in simple way that marketing is the process of planning and executing.
What is Digital Marketing? According to Chaffey and Ellis-Chadwick (2016), it can be
simply defined that by using digital technologies we can achieve marketing objectives.
Digital Marketing is an advertising method that uses electronic devices such as personal
computers, smart phones, cell phones, tablets and gaming devices to interact with users.
Digital Marketing uses technologies or platforms such as websites, email, applications
(basic and mobile) and social networks.
With a population more than 96 million, middle age of 30 years old, and web infiltration
remaining at 50 million, or a little more than 54% of local users, Vietnam is a youthful and
dynamic market speaking to an immense business open door for brands, advertisers and
financial specialists. Vietnam computerized patterns rise quick in this energizing shopper
space.

Development of fixed internet subscriptions in 2013 (Source: VNTA)

 Development of fixed internet subscriptions until May 2018 (Source: VNTA)

According Viet Nam Telecommunications Authority, we can see that internet users in Viet
are growing very fast. If in the end of 2013 we only have nearly 5.3 million users, now we
have more than 12.5 million users in May 2018. The development of Internet is really fast.
With the appearance of 4G in Vietnam, not only Internet but also Mobile Internet is
growing. According to vtv.vn, Viettel has more than 10.6 million 4G users after opening 1
years. The role of the smartphone grows day by day, to the point that it makes it hard to
resist. Although we deliberately ignored it, we finally got our hands on the phone to answer
the message, check new feeds and see the message from social networks.
According to Brands Vietnam and report of Zenith, Internet advertising has surpassed TV
ads and became the largest advertising medium in 2017, accounting for 37.3% of total
advertising spend. Google and Facebook are accounting for 80% of Internet advertising,
Vietnam ranks seventh with 58 million users, up 5 percent in the first quarter, and 16
percent more than in the same period last year. Ho Chi Minh City is also among the top six
cities with the most Facebook users, with 14 million users (dantri.com.vn, 2018), the
browser Google Chrome is the popular web browser in Vietnam in particular and around
the world in general. YouTube is also a famous social media that people can see videos of
famous singer, celebrities advertise for some famous brands and companies they can
advertise their products or their brands on it. From the information above, we can see that
digital marketing in Vietnam currently focuses only on Facebook, Google and YouTube.
We can see many ads on Facebook, YouTube and Google when we are using internet,
companies in Vietnam pay a lot of money for Facebook, Google, Youtube, they want their
information can be shown on the top. That is the situation of digital marketing in Vietnam
nowadays

The share of global ad spend depends on the advertising environment (Source: Zenith)

Differences between online marketing and offline marketing

According to definition of Mary Lou Roberts, Debra Zahay (2012) and Philip Kotler, Gary
Armstrong in the Principle Marketing Course Book, we can see the different of online
marketing and offline marketing
Online Marketing Offline Marketing
Strategies Online marketing is the procedure Offline marketing is the process of
to grab the eye of potential clients branding and reaching customers
for business through specific until they meet their needs and
pennant, articles, video, pictures desires. The task of offline
and so on. Activities of Marketing marketing is to get potential
are arranged as an exquisite entice customers even when your
to the guests in which specific site business does not have a website
of business needs to draw in. This on the internet. There are
data is especially set on numerous types of offline
fundamental page or first page of marketing strategies, for example
site to reach till key groups of through print media and also non-
onlookers. It has numerous ways print media.
to approach the activities of
 business through web based
advertising standards.
Methods Online marketing includes:
- Website
- Blog
- Social Media
- Email Marketing
- Search Engine Marketing
- Search Engine
Optimization
- Content Marketing
- Lead Generation
- Affiliate Marketing
Cost Cheap because significant costs
are beginning with a website
which is optimized (site with
SEO), giving advertisements via
web-based networking media or
search engine which are nearly
more affordable than offline, for
example, TV, Radio or
Newspaper ads..
Exposure Online marketing can promote the
product on the internet and it can
spread all over the world, It
connects the buyers and sellers
easily, the sellers can sell their
product without a local store
Convenience When seller promote their
products, if the customer satisfy
with that products they can go to
seller’s website and pick up the
products they want and pay it by
credit card at anytime
Personalization Online marketing help the seller
and Social track the customers and give them
Media best offers to increase the profit of
Influence the shop. It also helps the shop can
be promoted through social media
easily, the shop can have a lot of
followers and ready to buy their
product.
Offline Marketing includes:
- Television
- Banners
- Flyers
- Radio
- Newspaper and magazine
ads
- Brochure
- Posters
- Pamphlets
Expensive because we ought to
spend a considerable measure of
cash to look after stock, give pay
rates, pay rents and other bills.etc
Offline marketing just promote
the product inside the country, it
cannot go through the worldwide
easily like online marketing
If the shop advertise the shop by
offline marketing, the customers
cannot come to shop and buy
products at any time they want
It is difficult for the shop to track
the customers’ insight. Offline
marketing can also help the shop
have followers but the followers
are just inside the countries not
overall the world like online
marketing
From the table above, we can see that online marketing are cheaper, more convenience
than offline marketing. We always need the clients and we generally might want to enhance
our turnover or deals. So if the company should balance between offline marketing and
online to maximize the profit and increase the revenue.
Benefits of Digital Marketing for MMM
According to Chaffey and Smith (2012), there are 5 benefits of digital marketing for MMM
in launching and communicating the new product:
1. Sales - MMM can increase sales by selling online to customers who are not able to
buy offline or for some reason they cannot come to the store to buy
2. Serve – MMM can create values for customers by giving them benefits which other
brand do not have, for example, in addition when buying, MMM can offer
customers some promotions such as the discount codes when buying next time, free
ship for high-value orders, buy as much discount as possible to stimulate buying
ability of customers etc.
3. Speak - MMM will come closer to the customers, understand the needs of customers
by surveying customers when buying on the website, in addition they can show
other customers' feedback about the product so the customers who are going to buy
the product will trust the quality of MMM product and buy it.
4. Save – MMM will save a lot of costs such as print and post, and they can use that
costs saving to improve their website and their products, make the information of
product show on customer’s phones by digital marketing is easier than give them a
poster or a brochure
5. Sizzle – MMM can extend brand online by using some famous social medias such
as: YouTube, Facebook, Instagram etc… If MMM create good experience for
customers, they will have a mark in their mind about MMM’s brand. For example,
if MMM manage their fanpage on Facebook well and they have interaction with
their customers so they will feel satisfy and they will recommend MMM’s product
to others.
1.2 The opportunities of digital marketing for MMM in launching and
communicating the new product
According to Hirschowitz, A (2001), it is very important to find out customer insight and
make it becomes customer value because customer insight is the thoughts, desires hidden
deep inside customers which will affect the customer buying decision. That is the
intersection between the customer's interest and the features of the product. When these
two parts interfere with one another, it creates a common point between the customer's
desire and the benefits can be brought to the customers. From there, customers can make
quick purchase decisions. Customer insight is the core of marketing campaigns. Because
when it is aimed at, the company has solved the deepest hidden needs of consumers. If
consumers are hit the nail on the head then there is no doubt, they will support company’s
products, services or brand. When product of the company satisfies the customer's
psychology, satisfying the needs of customer, it will be a motivating force for both
physically and mentally of the company. Before embarking on a marketing program, a
good entrepreneur will think about the customer's insight, so that they can answer their
media, PR, or promotional campaign questions. Insight is the guideline of the business,
helping them go in the right direction and achieve success from the campaign.
In the case of MMM, if the company apply Digital Marketing and use it to understand
customer insights, the company will gain a lot of benefits. For example, MMM have a
fanpage on Facebook, they can use Facebook insight tool to track customer interaction with
brand or new product of the company, they can also use Facebook to survey their customers
to be able to bring customers the best experience. Digital marketing can also help
businesses understand how they are doing, how they affect their behavior, and also
anticipate customer reactions to proposed changes. For example, Before MMM adopts a
new pricing policy for a product, the MMM can rely on insights collected from sources to
evaluate how the application of the price could generate a response from the customer
(positive or negative) and based on the insight from the insight MMM can adjust the price
more appropriate before the market. Understanding customer insight through DM also
helps anticipate customer behavior in the future based on past actions and help businesses
understand how customers behave in one direction. But DM still has limitations because
only when the problem is identified, the business can find the right insight and help
businesses achieve their goals. (Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt,
T., 2014)
We can see that the key consumer trend now is that customers want to experience the
product, brand, or service before they buy from a particular company, and the best way to
experience it is by watching a video review. The product reviews are on the YouTube of
the reviewers or other customers. For instance, in the previous year, 40% of YouTube
clients swung to the platform to take in more about an item before they got it (Google/Ipsos
Connect, 2017). Consequently, companies can hire or ask KOL to review the company's
product and upload it to social media sites like YouTube, Facebook or Instagram, people
who follow the KOL will know the product. that company and try it out because there are
already KOLs who are certified and tried the product so the customers will have more
confidence. But if KOLs review the product well enough to please the company, then the
customer will be scared because this may be a form of advertising companies and they will
have different thoughts on the product.
Thanks to the development of Digital Marketing, now customers can interact with the
brand. They can comment, praise the company's products and criticize the company's
products that they could not do before when the internet is not as strong as it is now.
Customers can denounce the store or product with a status on the community on Facebook,
only after a few hours will be dozens or even hundreds of thousands of people know it.
According to Bill Lee, author of The Hidden Wealth of Customers, customers are always
in the right place and conditions to influence the product development process of the
business. With this situation, MMM can apply a number of ways to take advantage of
consumer power to advertise their new products. For example, MMM can create a video
about healthy life style and unhealthy life style of women which includes their new product
and then they upload, share, hashtag “healthy team” or “unhealthy team” in groups on
social media such as Facebook, Tweet or Instagram…. It will affect and divide people into
2 groups, they will share and discuss it on social. Therefore, people will know the brand
MMM and their new product as well.
1.3 The difficulties and effects of advanced advertising for MMM in propelling and
conveying the new item
The changes from brands and suppliers to customers
Nowadays internet and digital marketing is developing that is the reason why clients are
proactive and self-selecting, from the position receiving the information from the
marketers, now they are getting information from the marketers. That people call: From
push to pull. Moreover, there are many other ways such as: from monologue to dialogue to
trialogue, from one-to-many to one – to – some and – one to one, from lean back to lean
forward. These changes bring many experiences to customers, they can find the
information and receive by themselves, they will trust what they see.
In the case of MMM in Vietnam, with the development of social media, people are
communicating more and more on Facebook, Instagram, etc…, they have groups and
communities on the internet so they can exchange the information, pull the information on
their side. It has advantages and disadvantages, advantages of this shift is that customers
will find the new product of MMM because they want to find noodle with low calories,
MMM will have free marketing by their customers and customers have known that MMM
has healthy properties, it will attract to healthy people. On the other side, it has
disadvantages and challenges, for example, MMM cannot censor the information and bad
information about their product can be talked by competitors, and if it spread out their
turnover will go down and people will have negative thoughts about MMM and their new
product.
Impacts of negative publicity and meetings customer expectation
We can understand the word “negative publicity” is scandal. Scandal can create bad impact
or maybe good impact to the company (Stuart, T., 2009). Many famous people in showbiz
sometimes create scandal by themselves in order to get more famous but it is totally
different in business especially in consumer goods, if the company which produce food
have scandal about the process of making the foods or it is unsafe food. Because we are in
digital age, the information can spread out very fast and the consumer will list the company
in blacked list, they will never buy the product again. The scandal of C2 is an example, C2
had strange objects inside and it led to the death of a man (baomoi.com, 2014). With MMM,
they have to face with challenges because their product is new and it hasn’t reviewed, so
people will worry about the quality and maybe there will be some negative reviews about
the product and it might destroy the trust of customers. Therefore, MMM should have a
team who will solve bad reviews and increase reviews reduce doubt, it will increase sales
of the company.
Track and monitor the multitude of different devices used by customers
In order to track and the customer footprints, marketers have many tools and way to follow
the footprints. For example, Google Analytics or if the customers go on company’s
website, marketers can ask them to survey some question and leave their information in
order to contact. On the Facebook platform, they can track the customers by the review
posts or just a “.” is enough to track the footprints of the customers, etc…
According to Kotler (2001), there are 6 steps in the buying process:

Buying Process of Consumer (Source: shanepatrickjones.com, n.d)

Step 1: Problem Recognition
This is the critical step in the decision process that clients need to acknowledge they want
your item before they can buy it. This presents company with both the chance and the test
of relating to clients.
Step 2: Information Search
Customers has recognized the problems, the customers seek process starts, they will search
the information of the product on the internet to find solution to solve.
Step 3: Evaluation and Alternatives
After searching information on the internet, some customers will trust their decision at the
first time but some will have some other options. They will evaluate all the options, the
advantages and disadvantages of each options. Even though they have met the product they
need but they can choose the other products of other companies
Step 4: Purchase decision
In this step, they will decide buy or not to buy the product after evaluating all the options.
In some situations, they can choose not to buy the product and walk away
Step 5: Purchase
They want to buy the product and they have a deal with company
Step 6: Post – purchase evaluation
Depending on how the customer services’ company work, customer will have different
reacts. If the company treat them well they will come back and buy other products or maybe
they can recommend for their friends. If the company treat them worse, they will never
come back again or in the worst situation they will reviews bad about the product and the
company
With the new product of MMM, purchase decision and information search, post-purchase
evaluation will be the challenges of MMM because the diet noodles of MMM is the brand
new product and it haven’t had any reviews from the previous customers, they will not
have trust and confidence, purchase decision and information search will waster a lot of
their time. Even though clients trust the product and decide to buy it and the post-purchase
cannot satisfy the customers, it will have negative impact on the image of MMM and their
new product.
The competitive environment and how MMM can rise above the “noise” in market
In this task, I will apply Porter’s five forces models to see competitive environment in diet
market in Vietnam
 Bargaining Bargaining of Thread of Barriers to Rivalry
power of buyer suppliers substitute entry between
product and existing
services competitors
The power of The power of According to Vietnam has There are many
customers is suppliers is VOV (2017), joined the WTO food brands
increased decreased Vietnam lies in in January 2007 such as: Ace
because there because of the top 100 of (wto.org, 2007), cook, Vinafon,
are many diet development of healthy it makes the diet Asia food…
products internet, there countries, so food market they will try to
available for are many new that there will become more produce healthy
them to buy and companies be more and and more diet food to
eat come and bring more healthy competitive compete
good products. products will be
Therefore, produced by
customers have food companies
many choices

Ansoff matrix (Source: Google Image)

In Ansoff Matrix, we can see that diet food in Vietnam has many existed diet products such
as: Coca Diet coke, Coca zero, …. And the market is developing day by day and more
diversity.
The diet noodle of MMM is new product, and if they want to rise their “noise” in the
market, they have to have a suitable marketing plans to have a stand in market penetration.
They should use digital marketing because of the development of internet and social media,
people will identity the brand name of MMM faster on diet market.
The growth of “micro-moments” and impact of it on the business in digital age
Micro-moment is a definition of Google in 2011. According to Lecinski (2011), Zero
moment of truth is the moment customers search, find after interacting a thing which make
them do the next step. First moment of truth is what customers think when they see the
product and the impressions they get when they read the description of the product. Second
moment of truth is what customers feel, think, look, hear, touch, smell, and even taste when
they experience the product over time. Ultimate moment of truth is when they satisfied
with the product, customers will share their experiences with the people around them. Their
stories will create zero truth moments for other customers. Today, with the multiplication
of smartphone utilize, these micro-moments scale minutes have turned out to be
increasingly basic to marketers. The intensity of the Internet cannot be undermined. On the
off chance that you provide information of your product to be scanned for every second, to
be looked into as often as possible, and to simply by and large have a solid online nearness;
the measurements demonstrate that the item will in the long run turn out to be more
prominent than different items with a frail online nearness.

TASK 2: Key digital tools, platforms and channels,

comparing and contrasting bricks and mortar and other
physical channels.
2.1 The growth of online transactions and e-commerce, digital marketing platforms
and channels in Vietnam
According to cafef.vn (2018), E-commerce in Vietnam is considered as a fast-growing,
stable market. The trend is gradually increasing over the years and over 20% per year (from
$ 2.2 billion in 2013 to $ 6.2 billion in 2017). A series of e-commerce websites is growing
very fast. Foreign investment funds and corporations also buy shares of e-commerce
websites in Vietnam, spend money to invest e-commerce sites in the country. E-commerce
market is becoming more and more exciting as many newcomers like Shopee, SIdeal.vn,
etc have started competing with big e-marketplaces like Lazada, Tiki, Sendo, Zalora ..., the
competition is increasingly fierce so the e-commerce business such as Hotdeal.vn,
muabannhanh.com, chotot.vn ... have to expand the industry, delivery services, payment.
According to eMarketer, a research firm from the US in 2015, Vietnam is a booming
market for smartphones with 30% of its population. Online time on mobile devices also
accounts for one third of Vietnamese consumers. In 2017, Vietnam has more than 34
million smartphone users (data from Facebook and Tencent). 29% of shoppers conduct
online transactions via mobile platforms. (According to the Global Web Index, 2017).
Brands' survey shows that in 2017 in Vietnam up to 66% of online shoppers have purchased
via Facebook, while in 2016 is 47%. E-commerce provides consumers with a variety of
payment options: Payment via bank, pre-receipt payment, payment upon receipt, payment
by electronic wallet, etc. However, COD (payment on delivery) is still accounting for the
high proportion of the methods chosen by customers is 88% use. This is because of the
habit of using cash and this method creates a safer feeling for consumers, helping them
avoid the risk of losing goods, errors or fail to receive the right quality from the seller.

2.2 MMM use digital and hardware platforms and the internet for revenue
generation.
MMM should use social platform such as: Facebook, Twitter, YouTube… to advertise their
new product. Because, the number of people use these platforms are very much, it will not
waste much money to run advertisement. On Facebook, you can focus by age, sexual
orientation, work, interests, acquiring practices, relationship status thus substantially more!
This enables you to focus on your correct group of onlookers and put your promotions and
substance in their newsfeed where they are as of now looking over
They can also use e-commerce platforms, because people are purchasing a lot of things
online and it also a good environment for MMM to maximize their profit. Community
Action Platforms can be considered another platform MMM can use, with every bucket of
diet noodles they sell, 1.000VND will be added in the study promotion funds for poor
children, MMM can encourage people buy their product and they can also contribute to
society. Mobile based hardware platforms can be called mobile apps will be a good choice
for MMM, they can advertise their product on the apps in IOS and Android platforms
2.3 Different types of digital tools and digital hardware to support and enhance
marketing and apply it in case of MMM
There are many tools in digital marketing that marketers can use but i will choose 3 key
digital tools and it will help marketers “bricks and mortar”
Definition Advantages Disadvantages
Search Engine SEO is a website SEO is free. It focuses Waster lot of time
Optimization optimization on target individuals to wait ROI and
(SEO) solution so website who are effectively result from SEO
can be easier to searching for Compete with
find website answers/arrangements. millions of pages in
gives you higher ROI search engine
than ordinary
promotions. Top
positions on the search
 pages get a dominant
part, so positioning in
these best positions
can result in huge rush
hour gridlock
increments for
company’s site
Paid search engine Search Engine Boost brand awareness PPC costs a lot for
advertising (SEM) Marketing is the and accelerate sales by advertising as well
marketing of making it easy to as building an
advertising on appear high on search optimal campaign.
search engines. It results.
includes: SEO and
PPC
Social Media It is a way of The development of There should be a
Marketing (SMM) marketing through social networks in the staff of highly
blogs, forums, world and in Vietnam qualified,
social networks will lead to spread as connected with the
(facebook, google well as mass effect will community
plus, zingme ...) to help the company to
create a community build the brand as well
of users and as marketing products
marketing products / services.
/ services of the
business.

With these tools I have mentioned, it can help marketers brick and mortar.
In the case of MMM, MMM should use both SMM and SEM. With SEM, because it
included PPC and SEO, SEO can improve MMM’s ranking on search engine rankings,
which means that traffic will increase more and sales will increase since users use the
Google search box is targeted. higher pepper. They have a problem and they need a
solution, or a question and they look for answers, and PPC help MMM’s website or product
can be shown frequently on the web of customers. SMM indirectly helps SEO by creating
more exposure for a website / article. Many studies have shown that sites that perform well
in social networks rank high on Google's search results.
2.4 Consumer life-cycle stages of digital adoption

Diffusion of innovation model (Source: Google Image)

According to Roger (1962), there are 5 types of people correspond to the chronological
order they accept innovation.
Innovators (2.5%): Innovator is willing to take risks, have the highest social status,
financial liquidity (the ability to buy products quickly with the market price)
Early Adopters (13.5%): These individuals have the highest level of opinion leadership.
They have higher social status, financial liquidity, advanced education and better
socialization than those who accept late
Early Majority (34%): They accept innovation after a considerably longer period of time
than innovators and early adopters
Late Majority (34%): They adopt the following innovations after the average participant.
These individuals approach innovation with a high degree of skepticism and after the
majority of societies have adopted innovation
Laggards (16%): They are the ones who finally accept innovation. These individuals often
have an aversion to innovative management.
In case of MMM, Early adopters, early majority and late majority can be the major targeted
customers of MMM. People in this group maybe women in cities, between 18 and 60 years
old. Because diet food is no longer familiar to the Vietnamese, and people in these group
may be able to use diet noodles. Not to mention, it has fewer calories and fat than other
noodles, and it's made from healthy properties with advanced technology that will surely
satisfy those in the group. Innovators may be aware of this noodles because it is a low
calorie noodles than other products, food reviewers may be interested in the product. As
for laggards, they may accept diet noodles but they do not want to use them much as they
may already be familiar with other noodles.
2.5 The role of different automated and non-automated sales and support activities
Marketing automated Marketing non-automated
Role Marketing Automation is software that Marketing non-automated
automates processes and tasks in will be activities which
marketing such as information need human, such as:
segmentation, customer data integration, Marketing through
and campaign management. According to television, radio… It is not
John Miller (2013), it has 3 roles: depended on technology
- Save time and money.
- Measure and optimize marketing
effectiveness
- Enhance efficiency and profitability

In marketing automated, marketers usually

use CRM:

Lead: It helps marketers manage potential

customers so they can look for
opportunities and turn them into customers

Customer: This is a feature that helps

marketers store and manage your
customers' business information

Potentials: Functions help marketers

manage the opportunities of each
customers

Job management: The function will help

marketers work smarter. When marketers
have a large customer base, marketers will
not be able to remember all the work need
to do, CRM will remind

2.6 Digital marketing in 7p’s

According to Essa John (2018), Digital marketing can apply in marketing mix 7ps:
Pinpointing Popper Price: Digital marketing can help the company have the suitable price
when the other competitors sell the same services and product.
Recognizing the Right Placement Strategy: In the online world, organizations need to
admirably use all the accessible computerized showcasing choices including both paid and
the non-paid approaches
Thinking about the Science of Product: Digital marketing helps companies find the right
product for the customer because companies can research online and they can understand
the customer insights
Promoting on the right way: It helps marketers know the customer’s needs and promote
the right way
Understanding People: Digital Marketing helps companies understand their target
customers better
Executing and Measuring the Process: It is easier for marketers and companies to
evaluate the process by tools
Utilizing the Digital Environment: when companies use physical environment in digital
age, the environment will be websites, landing pages…These environments help customers
have best experience and customers will be loyal customers
 CONCLUSION
In this assignment, I have exhibited a comprehension of the chances, difficulties and effect
of the computerized condition, analyzed key advanced instruments, stages and channels,
investigating blocks and mortar and other physical channels
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