ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 24. Digital Marketing

Submission date 24/04/2022 Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Ha Huong Giang – GBH200105 Giang

2. Nguyen Gia Thao My – GBH200342 My

Group number:
3. Nguyen Thanh Van – GBH200533 Van

4. Nguyen Nam Anh – GBH200553 Anh

5. Bui Hue Linh – GBH200110 Linh

Class GBH0906 Assessor name Nguyen Phuong Tu

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P5 P6 P7 P8 M3 M4 D2
 OBSERVATION RECORD
Student 1 Ha Huong Giang

Description of activity undertaken

Explaination of pros and cons of different measurement metrics

Support for measurement plan expression

Executive summary and conclusion

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Giang Date:
signature:

Assessor
Date:
signature:

Assessor
name:
Student 2 Nguyen Gia Thao My

Description of activity undertaken

The measurement plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
My Date:
signature:

Assessor
Date:
signature:

Assessor
name:
Student 3 Nguyen Thanh Van

Description of activity undertaken

Implement plan

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Van Date:
signature:

Assessor
Date:
signature:

Assessor
name:
Student 4 Nguyen Nam Anh

Description of activity undertaken

Omni channel strategy

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Anh Date:
signature:

Assessor
Date:
signature:

Assessor
name:
Student 5 Bui Hue Linh

Description of activity undertaken

Objectives

Targeting segment

Online value proposition

Support omni channel

Assessment & grading criteria

How the activity meets the requirements of the criteria

Student
Linh Date:
signature:

Assessor
Date:
signature:

Assessor
name:
 Summative Feedback:  Resubmission Feedback:

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

Table of Contents
I. Executive summary ............................................................................................................................................... 9
II. Digital Strategy and Tactics .................................................................................................................................. 9
2.1. Objectives...................................................................................................................................................... 9
2.2. Targeting segment ........................................................................................................................................ 9
2.3. Online value proposition ............................................................................................................................ 12
2.4. Omni channel strategy................................................................................................................................ 12
III. Action plan ...................................................................................................................................................... 17
IV. Evaluation and Control ................................................................................................................................... 18
4.1. Metrics ........................................................................................................................................................ 18
4.2. Measurement plan ..................................................................................................................................... 20
V. Conclusion............................................................................................................................................................... 24
References: ................................................................................................................................................................. 26
 I. Executive summary

The Analysis and Research stage has been successfully demonstrated by the previous academic report of
Group 1 for Phu Nhuan Jewelry Group (PNJ). In specific, Micro-environment features and Macro-
environment research based on PESTLE framework are remarkably illustrated to supply a general
viewpoint about external digital environment audit. Additionally, the researchers thoroughly identify
various digital tools and platforms launched by the company such as social media apps, official website,
therefore, outstanding and effective ways are figured out to enhance the future strategies. The
influences of current E-commerce in Vietnam on PNJ in fashion field are mentioned clearly. As a result,
this Phase 1 analysis will be the reliable and crucial data source for the second report which is a Digital
Marketing strategy to innovate the business performance of PNJ.

II. Digital Strategy and Tactics

2.1. Objectives

- Objective 1: Profit on advertising spending increased 200 times within 5 months (both online and
offline sales)
- Objective 2: Website bounce rate down 10% every year
- Objective 3: 52% increase in click-through rate for every social ad
- Objective 4: 17% reduction in CPA cost per conversion for 1 year
- Objective 5: Increase viewer-to-buyer conversion rate 5.6%/year
- Objective 6: Positive customer interactions increased 200% in 5 months
- Objective 7: The number of customers returning to purchase in 5 months increased by 30%
- Objective 8: Get more than 10.000 real feedback every month, 80% of which are positive
feedback
- Objective 10: Actual conversation in social media messages increased by 70%.

2.2. Target segment

About the target segment, PNJ will focus on 4 segments which are illustrated by the four personas
below.
1. Female, student, single, Ho Chi Minh City
2. Female, freelancer, single, Hanoi
3. Female, officer, married, Hanoi
4. Male, teacher, single, Hanoi

- Name: Mai Phuong An

- Gender: Female
- Age: 19 years old, university student
- Status: Single
- Ho Chi Minh city
- Online shopping frequency: 3-4 times
per month
- Style: girly, sporty, casual
- Favorite cloth items: shirt, skirts, dress,
…
- Accessories items: necklaces, rings,
earrings, eyewear, bracelets
- Preferred accessories brands: Tiffany &
Co., local brands
- Payout range for an item: < 1.5 million
VND
- Surfing time: > 8 hours per day
- Active social platform: Facebook,
Instagram, Tiktok, Douyin
- Attracted by idol’s items and discount
promotion

- Name: Nguyen Quynh Anh

- Gender: Female
- Age: 26 years old, freelancer
- Status: Single
- Hanoi
- Online shopping frequency: twice a
month
- Style: chic, trendy
- Favorite cloth items: jeans, shirt, blazer,
overcoat, legging, sweater
- Accessories items: necklaces, rings,
earrings, hat, watches
- Preferred accessories brands: Tiffany &
Co., Cartier, PNJ, local brands
- Payout range for an item: < 6 million
VND
- Surfing time: > 5 hours per day
- Active social platform: Facebook,
Instagram
- Attracted by new trends, styles
- Name: Nguyen Hong Hanh
- Gender: Female
- Age: 35 years old, officer
- Status: Married
- Hanoi
- Online shopping frequency: twice a
month
- Style: elegant, formal
- Favorite clothes items: vest, shirt, jeans,
blazer, dress
- Accessories items: necklaces, rings,
earrings, eyewear
- Preferred accessories brands: Chanel,
Doji, SCJ, PNJ
- Payout range for an item: < 4 million
VND
- Surfing time: > 3 hours per day
- Active social platform: Facebook
- Attracted by trends, discount promotion

- Name: Pham Tuan Anh

- Gender: Male
- Age: 30 years old, teacher
- Status: Single
- Hanoi
- Online shopping frequency: twice a
month
- Style: casual, elegant, formal
- Favorite cloth items: vest, shirt, jeans, T-
shirt
- Accessories items: rings, watches,
eyewear
- Preferred accessories brands: Daniel
Wellington, Calvin Klein, Curnon
- Payout range for an item: < 5 million
VND
- Surfing time: > 4 hours per day
- Active social platform: Facebook
- Attracted by trends, discount promotion
 2.3. Online value proposition
Sprightly design that keeps up with trends, sophisticated technology, guaranteed prices and quality,
and dedicated customer service.

2.4. Omni channel strategy

The organization will conduct out operations and marketing plans on several marketing channels using
multiple personas and client groups.

OOH:

Based on the Vietnamese General Statistics Office's (2016) report, and the forecast that the urban
population will continue to grow and reach 45.75 million people in 2030, it can be seen that outdoor
advertising still has a lot of potential and capabilities for PNJ to leverage in their journey to bring their
brands closer to the public. With this in mind, PNJ is aiming to utilizes outdoor billboards and elevator
advertising. As with billboards have the most efficient coverage, with the density of 16,000-32,000 of
passerby per week. This ensures that PNJ’s image with reliability and trustworthy. While Elevator
advertisement are meant to be more closed and upfront, as well as interchangeable to fit the daily
lifestyle, promoting sales and new products to directly influence the customer’s desire.

Tradeshows

The main purpose of trade show events for PNJ is to showcase a wide variety of options for attendees
and business to engage and interact with each other. With a well-designed trade show booth that draws
attendees’ attention, a few promotional items, a contest opportunity with giveaways and sales collateral,
you have a well-rounded booth experience that leaves an impression with a prospective customer for
months. Consider having attendees enter a drawing by submitting a business card or completing an
action on social media. These types of promotions serve dual purposes: increasing engagement and
capturing potential contact information as well. Existing PNJ tradeshows have shown success in their
2019 collection. With the odds are very high that you’ll have exposure to an audience that is likely to
have an interest in your product or services and are ready to buy, they also managed display PNJ willing
to directly connect with their customers.

Affiliate marketing:
To carry out activities for this channel, the corporation will use e-commerce channels and social media
KOLs like Amee and Chau Bui. In reality, PNJ is already the distributor of Pandora's jewelry, so they can
benefit from this as well. Not only is Pandora's existing market segment inside PNJ's target consumer
category, but PNJ is also growing in popularity as a result of increased coverage. To reach a wider
spectrum of customers, a contract with multiple moderators, such as Facebook and Instagram, will be
considered, as will having multiple routes to distribute items and diversify customer possibilities. Shopee
and Lazada are two of the most well-known virtual resellers of PNJ in recent years. In terms of users,
Shopee is growing rapidly and in a positive way. Lazada and Shopee are two e-commerce platforms that
control a substantial portion of the online business sector in Vietnam. Shopee and Lazada attracted more
customers for PNJ as a result of this appeal. E-commerce allows PNJ to promote their brand image,
products, and services to customers and partners in a more efficient manner. The next advantage of e-
commerce for PNJ is that it saves money and makes transactions between parties easier. They simply pay
for the website and sell it on the internet. Furthermore, consumer reviews of PNJ's products show that
two types of platforms are highly regarded, resulting in customer trust and a positive image.

E-PR

The two avenues for internet PR will be social media channels and online publications. Because of its
quick e – word of mouth, online PR was chosen. PNJ can boost its position and brand preference among
shoppers by seeding posts in fashion groups, posting reviews, and appreciating news. Furthermore, those
posts are used for content management by channels such as web sites and social media pages, which
helps SEO in the long run. Within mind, PNJ will aim to tackle its objective in spreading its new design
which focus more on the youth and high-class to directly target its customer segment.

Social Media

New means of promoting products and services have emerged as a result of the increased use of social
media and networks. 'The uptake in use of social media technologies is currently rising incredibly quickly,
with Facebook now having over 400 million members and Twitter having over 50 million,' according to
Black, Harrison, et al. (2010).

When they have more than 1 million followers on Facebook, the PNJ is the most popular intermediary,
while they have about 44 thousand followers on Instagram. TikTok is one of the social media platforms
that PNJ has been pursuing in recent years, with media campaigns beginning in late 2021. Even though
they only have roughly 14 thousand followers, their videos have around 118,000 likes. Today, one of the
most common marketing ways for promoting products, companies, and services to domestic and
international clients is through social media advertising. Because the number of people using social
media is growing, these advertising tactics can help businesses reach a big number of people. Because
information is not limited in number, time, or topic, PNJ can utilize them to continuously update
information and quickly advertise new items to clients.

Search engine optimization (SEO)

Search engine optimizations (SEO) and pay-per-click (PPC) will be used by the company in order to carry
out SEM. The corporation can improve traffic to PNJ's websites by employing these tactics. Furthermore,
it will raise the company's brand awareness while publicizing the company's products and services. The
SEO team at PNJ will concentrate on improving key word usage in the company's content and web pages
so that customers may find them using search engines like Google and Facebook. PPC will be utilized to
boost SEO efficiency in the early stages of the campaign, with the goal of increasing brand awareness.
Long-term growth of the company's online channels will be aided by SEO optimization. SEM will be used
to supplement other digital channels in order to meet the campaign's long- and short-term goals.

Customer journey map

Figure 1: PNJ’s Journey Map 1st July-December 2022.

 Stages in
Customer Platform Activities and Strategies
Journey

Website
In addition to selling things, the PNJ website will begin to develop
content for SEO purposes. Fashion news and articles will be added.

Unawareness
PNJ has many official stores and booths in big commercial centers in big
cities in Vietnam. This allows customers to go to the stores to see real
Retailer pictures of the products and try on the jewelry. At these online stores,
PNJ's consultants will also support customers enthusiastically.

Following the foundation of the information of the product on the

website, PNJ will seek to reach out their targeted customers through
the social media platform. Since they are aiming towards the younger
generations, Facebook and Instagram will be where they focus on
Social media
displaying posters and designed advertisements of the product. This
includes Instagram reels and Facebook posts/stories since the latter
also includes a comment section for customers who are aware of the
Aware of
products to interact with.
Product
Specification
Pictures of products are placed within elevators in shopping malls and
residences, which can be distributed by Chicilon Media, who is
currently one of the leading enterprises in this type of advertisement.
Elevator ads The goal is to display the trustworthiness of the brand and product line.
This incorporation with the social media platform, can stimulate
consumers’ desire to follow what is the most popular trend on the
market.

Supplier Billboards In conjunction to the previous plan, PNJ needs a mean to distribute
 Research their product on a wider scale, thus Billboards will be planned through a
few main junctures and airport road to enhance the brand image and
awareness. Similar to other companies, what display on the billboards
platform will be more focus on upselling the products and display
contact for both B2B and B2C.

Tradeshows in Shopping district and center. With samples and new

collection with beautiful designs booth, they will try to interact and
Evaluate and
Tradeshows observe what are products are most wanted. This is a step in which PNJ
Select
can gather data to balance between what the company want to upsell
the most and what are popular, thus adjust the releasing price.

Website

Terms, return policy, estimated delivery time will appear. Customers

then fill in their personal information and choose a payment method.

At e-shopping platforms such as Shopee, Lazada, advertisements for

PNJ products will appear on customers' landing pages every time they
access the platform. The fact that PNJ's product images are advertised
Purchase with eye-catching images appearing continuously and repeatedly,
Affiliate thereby hitting the needs and psychology of customers. Besides, PNJ
Marketing also cooperates with famous KOLs: Amee, Chau Bui, My Anh, they will
be the ones to help create content suitable for product lines and lead
product links on Shopee, Lazada platforms in order to see more pictures
of the product. By this method, PNJ can figure out target customers and
the number of clicks on the link to view the product.

Email to confirm purchase, provide digital bills, transaction code,

Email for
Post Purchase instructions to track the order.
Website
Review and Email to customer to confirm receipt of the order, provide a feedback
Order
Feedback form for customer to fill in and respond to customer experience
feedback.
 After successfully making an order, customers will be able to leave a
star rating and comment on the quality and service of the product after
the shopping experience at PNJ. In addition to PNJ's official website
channel, customers also have many websites and forums specializing in
Website beauty and women's blogs of other organizations such as Fado.vn,
trangsucxinh.vn, reviewtrangsucbac, blogtulamdep.com, and so on for
them to discuss the quality of the product. PNJ will also take these
websites as a refer forums to follow real customers’ reviews and
experiences of their product.

After leaving comments on the website, customers can also take photos
Social media
and review them on the Recommendations and Reviews on Facebook.

III. Action plan

The strategy is expected to launch from July 1st till the end of 2022.

Time Action Department Expense

(million VND)

1 July – 31
st st
Personalize website Marketing 300
December 2022 Department

Research and
Development

1 July – 31
st st
OOH (billboards in 5 big cities) Marketing 500
December 2022 Department

1 July – 31
st st
SEO (Search engine optimization) Marketing 240
December 2022 Department
 Advertisement on: Marketing
Department
1 July – 31
st st
Facebook & Instagram 900
December 2022

1st October – 31st

December 2022 Tiktok 300

Affiliate marketing:
My Anh Marketing
Department
October 2022 Amee 100
Accounting and
September 2022 Chau Bui Finance 150

December 2022 300

1 October – 31
st st
Elevator advertising (in grade A buildings: 10 in Hanoi Marketing 410
December 2022 & 7 HCM city) Department

December 2022 Trade Shows Marketing 400

Department

Total 3.600

IV. Evaluation and Control

Measurement plan plays a vital key to the effectiveness and success of an online marketing plan;
therefore, the evaluation of strengths and weaknesses of different measured metrics should be
implemented. After the critical analysis, the application of appropriate metrics and specific tools will be
demonstrated clearly in the table along with the reasonable explanations.

4.1. Metrics

According to Chaffey & Ellis-Chadwick (2016), a measurement framework plays a fundamental role in
measuring and controlling the business performance of an organization. In specific, metrics of a
management dashboard used to assess the digital marketing work frequently fulfil both macro and micro
levels which relate to strategic goals as well as digital marketing tactics and implementation (Chaffey &
Ellis-Chadwick, 2016).

At the first glance, the site promotion stands at the lowest level when judging the marketing
performance by the management model. Specifically, this method can be used to track directly the
attraction efficiency along with the percentage of all referrals or sales on sites, which becomes the data
source for SEO analysis or contribution to sales and other outcomes (Chaffey & Ellis-Chadwick, 2016). PNJ
might use free Google Analytic to analyze basic information such as site traffic, however, the weaknesses
which do not result in some significant outcomes consisting of leads or sale volumes of this metric need
to be considered. Furthermore, data collected is irrelevant to the key points so that the report about site-
visitor activity is not fundamental as others link to the satisfaction channel. Due to the simple features of
this site, the lack of information or security issues is likely to happen easily if data is not secured
effectively. As a result, the company should check up frequently to ensure the sources from site
promotion.

Following that, Chaffey & Ellis- Chadwick (2016) has stated that channel buyer behavior helps the firm
control the content accessed for customers as well as analyse the buying trend or their habits, therefore,
the company can get the valuable information such as interaction relating directly to the marketing
outcomes. This leads to the site adjustments to be appropriate with different segments in the world of
fashion, which supplies sources to collect consumer insights which are one of the most crucial keys to
reach and extend the target segmentation of PNJ. For example, PNJ bases on the website traffic and
social media page views to develop a new branch specialized for its young client range.

Subsequently, the other crucial metric is channel promotion which can reflect the customer satisfaction
with the online experience by using online questionnaires or interviews (Chaffey & Ellis-Chadwick, 2016).
This compares the expectation of clients and actual service offered by the brand, therefore, the
enterprise could improve the performance to increase the positivity of brand perception. PNJ group has
built up a customer care center on its official website to receive response and constructive feedback after
each successful purchase of customers to not only raise their satisfaction feelings but also enhance the
brand image and professional characteristic in the target segmentation mind (PNJ, 2022).

Another measurement key is channel outcomes involving vital marketing results consisting of sales,
leads, conversion rates or even targets individual acquisition and retention (Chaffey & Ellis-Chadwick,
2016). These are all basic elements contributing to the success of a digital marketing strategy so that
these outcomes may be tracked by the registration to site or the interaction via email, call of customers.
Investing in customer service benefits can significantly lead to positive sales, lead and also retention rate
outcomes for a company. That is the reason for the secured customer information protection policy of
Phu Nhuan Jewelry to maintain the commitment between the brand and clients (PNJ, 2022).

Finally, according to Chaffey & Ellis-Chadwick (2016), the highest-level metric to achieve is channel
profitability that emphasizes the valuable contribution of e-commerce to the general business
profitability. Multi-channel evaluation is frequently applied to evaluate the profitable advantages that
online sources could bring to the organization in both direct and indirect ways from online sales rate to
the category penetration as well as brand position in mind of target audience. Multichannel method
requires the strong connection among sites along with the cross-over effects, therefore it is challenging
to reach this outstanding performance measurement metric.

4.2. Measurement plan

The measurement management plan has responsibility for supervising the efficiency of progress of the
plan. The six objectives, which are Sale of online channels, Brand awareness, Brand preference, Customer
retention and Customer satisfaction that will support companies to choose the suitable metrics.

Metrics Time How Objectives

Online revenue Once The data will be received by Google Analytics and Objective 1
contribution every 6 revenue will be published in Financial Report of company and objective
months 2

Click through The data will be shown in Google Analytics Objective 3

Rate
Cost per To divide the total cost by the number of new customers Objective 4
Acquisition (CPA) acquired from the same channel/campaign.

Conversion Rate Taking the number of conversions and dividing that by Objective 1
the number of total ad interactions that can be tracked to and objective
a conversion during the same time period. The data will 5
be found in the Google Analysis and Meta Business Suite

Time on Page Every day Google Analytics is responsibility for recording the time Objective 2
that visitors spend on page

Customer Every To take the number of satisfied customers, and divide by Objective 6
Satisfaction Score month the total number of responses – expressed as percentage and objective
(CSAT) (CSAT) 7

Opinion of Every Online survey will be delivered to the target audience Objective 8
customer month about the perception of brand
Customer Every The customers’ information will be collected in Google Objective 7
segmentation month Analytics

Search Engine Taking all of the rankings for all of the keywords. Applying Objective 6
Visibility an estimated click-through-rate (CTR) based on each and objective
ranking position 9

The main tool used to achieve almost objectives of this online campaign is Google Analytics. This is a web
analytics service that offer statistics and analytical tools to measure the performance of a specific
website so that the company can optimize its search engine system (SEO) as well as marketing outcomes.
This is a free service from Google to help track the effectiveness of online sites and get customer insights,
which directly affects the decision-making process of the enterprise (Google Analytics, 2022).

“Profit on advertising spending increased 200 times in five months (both online and offline sales)”

Data extracted from Google Analytics is the main source of this objective because online revenue
contribution directly relates to the overall increase of 200 times in the profitable income. In fact, the
conversion rate from messenger to successful transaction is expected to rise to 10% meanwhile the
bounce rate and cost per acquisition (CPA) experience a downward trend. Furthermore, the current rate
of return on advertising expense (combined online and offline sales) of PNJ Group accounts for 138
times, therefore, the expectation to obtain 200 times by the end of 2022 could be obtained by the
investment in marketing activities consisting of video ads, messenger, sales promotion through both
online and offline channels to boost the revenue contribution.

“Website bounce rate down 10% every year”

With the growth in conversion rate, the website bounce rate is definitely forecasted to be down,
especially in this objective is decreasing of 10% each year. This may be solved time on page and opinion
of clients’ metrics. To be specific, the marketing team of PNJ should refer to the record of time spent on
online pages or sites supplied by Google Analytics to adjust the content to be more impressive and
reliable to stimulate the curiosity along with real purchase transactions of customers visiting its
platforms. Moreover, delivering surveys to VIP consumers monthly is another metric to update new
accessory trends that is appropriate for different target segmentation to keep in touch with them
strongly.

“52% increase in click-through rate for every social ad”

Click through rate and Search Engine Visibility are two main metrics to reach the mentioned target.
Search engine optimization plays a crucial role in increasing the rate of click through for online
advertising activities, therefore PNJ should take common keywords Vietnamese individuals used to
search about accessories or fashion to match these keys with their products. This leads to the
prioritization of search ranking so potential purchasers might easily visit the official website, which
effectively pushes the click-through rate for every social ad.

“Increase viewer-to-buyer conversion rate 5.6% per year” and “17% reduction in CPA cost per
conversion for 1 year”

In order to achieve this objective, the Conversion Rate and Cost Per Acquisition are the main metrics that
aim to be clarified. Firstly, about the increase in the conversion rate, PNJ has strength in both of the
official website and social media as the major channels; however, the corporation should more focus on
personalizing customer experiences on the official website in order by creating the customer registration
section and providing several attractive promotions for registration in order to boost sales conversion
rate. Furthermore, about the Facebook fanpage of PNJ, this enterprise mainly uses AI to reply the
message for customers which can bring the inconvenience for clients when they need the actual advice
from sales assistants in order to decide to purchase the PNJ’s products, so this can decrease the rate of
sales conversion in two main channels.

Secondly, about the 17% reduction of Cost per acquisition (CPA), PNJ should optimize the content of
advertising campaigns in all of the platforms in order to attract the potential customers. Furthermore,
the online purchase should be boosted, so the conversion rate also will be increased and the CPA will be
declined.

“Positive customer interactions increased 200% in 5 months”

The interaction of clients on social media plays a crucial role in the digital marketing campaign, so all of
relevant data, such as clicks, reaches, shares, likes, comments on these platforms will be recorded and
supervised continuously in order to figure out and tackle the unexpected problems as well as boosting
brand image and sales of new type of products.

“The number of customers returning to purchase in 5 months increased by 30%”

The customer segmentation is a metric that should be clarified clearly before launching campaign in
order to understand young type of potential clients. Moreover, the experiences of customer should be
empathized, such as the design of platforms for customers in young age groups will also have different
styles, which are able to match diversified characteristics of potential clients, so they will tend to return
to purchase the products of PNJ.

“Get more than 10 thousand real feedback in every month, 80% of which are positive feedback”

The Customer Satisfaction Score and Opinion of Customer are two main metrics that will be identified.
About the Opinion of Customer, the corporation will use surveys to collect feedback from customers
monthly, and all of the answers will be recorded as documents to adjust the campaign and improve the
services more precisely. Furthermore, in order to measure customer experience, CSAT (Calculate
Customer Satisfaction score) will be calculated by dividing the satisfied responses by total quantity of
responses and multiplying by 100, which is expressed as the percentage.

“Actual conversation in social messages increased by 70%”

Initially, in the boosting sales campaign in both offline and online methods in one month (from 9-
10/2022), the conversion rate through Messenger is 10% with 17 thousand conversations with
customers. Thus, in 5 months of launching an advertising campaign, the Facebook fanpage of PNJ should
improve the time of replying messages and the way of replying customers’ messages manually to provide
more experiences while purchasing products.

V. Conclusion

To conclude, the academic report has thoroughly illustrated the strategy and tactics of the Digital
Marketing plan for Phu Nhuan Jewelry company. In specific, the campaign objectives and online value
proposition are clearly listed out with the consumers trends and insights completely researched from the
previous assignment. Following this, action and control plans break out the timeline from July to
December 2022 as well as metrics measuring the online performance in detail.
References:
Chaffey, D. & Ellis-Chadwick, F., 2016. Digital Marketing: Strategy, Implementation and Practice. 6th ed. Harlow:
Pearson Education Limited.

Google Analytics, 2022. Welcome to Google Analytics. [online]

Available at:https://analytics.google.com/analytics/web/provision/#/provision

[Accessed 21st April 2022].

PNJ, 2022. Center Customer Care. [Online]

Available at: https://www.pnj.com.vn/ho-tro-khach-hang/trung-tam-cham-soc-khach-hang-en/

[Accessed 20th April 2022].

PNJ, 2022. Customer Information Protection Policy. [Online]

Available at: https://export.pnj.com.vn/policy/

[Accessed 20th April 2022].