MKT20032 Frontiers in Digital Marketing

Assignment 3: Digital Marketing Plan

Name: Le Thanh Loc
Student ID: SWH01525
Date:26/11/2023
TABLE OF CONTENTS:
1. Executive Summary
2. Situation Analysis
- Business background
-Industry background & Digital trends
3. Macro Analysis
- PEST Analysis
4. Meso Analysis
5. Micro Analysis
- SWOT Analysis
- Business Model Canvas
- Business Positioning
- Target Audience Analysis
- Persona

- Customer Journey

- Business Challenges

- Business Marketing Strategy

6. Digital Marketing Plan

- Digital Marketing Objectives

- Tactics

7. Performance Measurement

8. References
EXECUTIVE SUMMARY
This digital marketing strategy is intended to give Ocany Vietnam, a start-up firm that produces safe
drinking water utilizing innovative German and Japanese technologies, a complete approach to
improving its online presence and attracting more consumers. A scenario analysis, digital marketing
objectives, strategies, tactics, and performance monitoring are all part of the strategy. The research
identifies chances for digital marketing enhancement, such as boosting the brand's online reputation,
increasing consumer interaction, and increasing online sales. The objectives are SMART and are
associated with the overarching corporate goals. Social media marketing, content marketing, search
engine optimization (SEO), search engine marketing (SEM), email marketing, and online advertising
are among the techniques and approaches used. Key Performance Indicators (KPIs) like as website
traffic, social media engagement, email open and click-through rates, and online purchases are all
included in the performance measurement.

SITUATION ANALYSIS
Business Background

Ocany Vietnam is a new startup that uses superior German and Japanese technologies to deliver safe
drinking water. The company's product, alkaline ionized water, is gaining popularity owing to its
health advantages, which include enhanced hydration, detoxification, and anti-aging qualities. The
company's target demographic consists of health-conscious consumers, exercise enthusiasts, and
families.

Industry Background & Digital Trends

The beverage industry in Vietnam is growing rapidly, with a compound annual growth rate
(CAGR) of 12.3% from 2016 to 2021 (Euromonitor International, 2021). The industry's value
is expected to reach USD 13.1 billion by 2025 (ResearchAndMarkets, 2021). The demand
for healthy drinks is increasing due to growing health consciousness among consumers.
According to a survey by Nielsen (2020), 83% of Vietnamese consumers are concerned
about their health, and 68% of them are willing to pay a premium for healthier products. The
beverage industry in Vietnam is highly competitive, with several large multinational
companies, such as PepsiCo, Coca-Cola, and Danone, that have a significant market share
and a strong online presence. Ocany Vietnam's online reputation is relatively low compared
to its competitors, which may affect its brand image and customer trust

MACRO ANALYSIS
PEST analysis
Political Factors: Government policies, rules, and regulations that impact the business
environment are examples of these. The political situation in Vietnam is stable, with no major
political risks or uncertainties. Foreign investment is encouraged by the government, which
creates prospects for Ocany Vietnam.
Economic Factors: These include economic indicators such as GDP growth rate, inflation
rate, and interest rates, all of which have an impact on the business climate. Vietnam's
economic climate is quickly improving, with a strong GDP growth rate and increased foreign
investment. This provides opportunity for Ocany Vietnam to grow its company.
Social Factors: These include societal trends and ideals that have an impact on business. As
people learn about the health advantages of consuming alkaline ionized water, the social
milieu in Vietnam is becoming more health-conscious. Ocany Vietnam will be able to target
health-conscious consumers, exercise enthusiasts, and families as a result of this.
Technological Factors: Technological breakthroughs and innovations that have an impact on
the corporate environment are examples of this. With increased internet adoption and
smartphone usage, Vietnam's technology environment is quickly evolving. This opens up the
potential for Okay Vietnam to execute a digital marketing plan and strengthen its online
presence.

MESO ANALYSIS
Supplier power, buyer power, danger of substitutes, competitive rivalry, and new entrants are
all factors in the Porter Five Forces model. Because there are multiple suppliers of water
treatment technologies in the beverage business in Vietnam, supplier power is modest.
Buyer power is minimal since customers are brand loyal and have few options. The danger
of replacements is limited since customers prefer healthy drinks over bad alternatives. As
there are multiple huge global corporations in the business, competition is fierce. The threat
of new entrants is modest, as the sector is fast increasing and new entrants may enter the
market.
Supplier Power: Because there are multiple suppliers of water treatment technologies in the
beverage business in Vietnam, supplier power is modest. Ocany Vietnam can bargain with
suppliers to keep its prices competitive.
Buyer Power: Buyer power is low in the beverage business in Vietnam since customers are
brand loyal and have few options. Ocany Vietnam may sustain brand loyalty by delivering
high-quality products and outstanding customer service.
Threat of Substitutes: Substitutes pose little danger to the beverage business in Vietnam, as
customers prefer healthy drinks over harmful alternatives. Ocany Vietnam can keep its
competitive edge by focusing on supplying safe drinking water through the use of innovative
German and Japanese water treatment technologies.
New Entrant’s Threat: The danger of new entrants in the beverage business in Vietnam is
modest, as the industry is fast increasing and new entrants may enter the market. To attract
more clients, Ocany Vietnam may preserve its competitive edge by consistently inventing its
goods and refining its digital marketing approach.
Competitive Rivalry: As there are numerous significant global corporations in the beverage
market in Vietnam, competition is fierce. Ocany Vietnam may differentiate itself by focusing
on its specialized positioning in the provision of safe drinking water through the use of
superior German and Japanese water treatment technologies.

MICRO ANALYSIS
The strengths, weaknesses, opportunities, and threats (SWOT) of the firm are included in
the micro analysis. The excellent German and Japanese water treatment technology, the
health-conscious target audience, and the expanding market demand are among Ocany
Vietnam's assets. Its flaws include a poor internet reputation, a lack of social media
participation, and sporadic email marketing initiatives. Its potential includes rising consumer
health consciousness, rising demand for healthy beverages, and rising internet penetration
and smartphone usage in Vietnam. Its challenges include fierce industry competition, limited
customer brand loyalty, and the growing danger of replacements from harmful alternatives.
SWOT analysis
Strengths:
Advanced Technology: Ocany Vietnam has a competitive advantage over other beverage
firms in Vietnam due to its usage of superior German and Japanese water treatment
technologies.
Health-conscious Target Audience: The focus of Ocany Vietnam on health-conscious
consumers, fitness enthusiasts, and families concerned about their health and well-being
represents a huge and rising market niche.
Strong Brand Reputation: Ocany Vietnam has established a strong brand name for
producing high-quality products and exceptional customer service, which helps it stand out
from rivals.
Experienced team of experts: Ocany Vietnam's team of experts in water treatment
engineering and marketing has extensive experience in the industry, which helps to drive
innovation and growth.
Weaknesses:
Limited Product Range: The product line of Ocany Vietnam is confined to alkaline ionized
water, which may limit its attractiveness to clients who prefer other types of beverages.
High Production Cost: The cost of creating alkaline ionized water utilizing superior German
and Japanese water treatment technology is considerable, which may make it difficult for
Ocany Vietnam to compete on pricing with other beverage firms in Vietnam.
Limited Distribution Network: The distribution network of Ocany Vietnam is restricted to big
cities in Vietnam, which may limit its accessibility in rural regions where there is also a
significant need for good drinking water.
Opportunities:
Growing Demands for Healthy Water: The rising demand for safe drinking water in Vietnam
represents a sizable and expanding market potential for Ocany Vietnam to broaden its
product offering and distribution network.
Increasing Health Consciousness: Because of the growing health consciousness among
Vietnamese customers, Ocany Vietnam has an opportunity to target health-conscious
individuals, fitness enthusiasts, and families who are concerned about their health and well-
being.
Rapidly Growing E-Commerce Market: The rapidly expanding e-commerce business in
Vietnam gives an opportunity for Ocany Vietnam to reach more clients through online sales
channels.
Threats:
Intense Competition: As there are numerous huge global firms with established brands and
distribution networks in Vietnam's beverage sector, Ocany Vietnam's market share is
threatened.
Regulatory Risks: The regulatory environment in Vietnam is complicated and unpredictable,
posing a risk to Ocany Vietnam's operations and profitability as a result of prospective
changes in government policies or regulations that may influence its commercial activities or
expenses.
Economic Risks: The Vietnamese economy is unpredictable due to variables such as
inflation, interest rates, and economic uncertainty, which threatens Ocany Vietnam's
profitability due to probable variations in demand or expenses.
Business Model Canvas

Business Positioning
Ocany Vietnam's industrial posture is unique, as it concentrates on supplying safe drinking
water through the utilization of superior German and Japanese water treatment
technologies. Its intended audience consists of health-conscious people, exercise
enthusiasts, and families. Its business approach is revolutionary since it employs cutting-
edge technology to produce high-quality goods. Its marketing approach is digital, with an
emphasis on increasing online visibility and gaining new consumers through digital
marketing channels.
TARGET AUDIENCE ANALYSIS
Ocany Vietnam's target audience includes health-conscious individuals, fitness enthusiasts,
and families. Its audience's age range is 25-45 years old, with a higher percentage of
females. Most of them were married and have a family, so that they would want to prevent
anything that could harm their family. They are also interested in healthy lifestyle choices
and are willing to pay a premium for high-quality products.
Persona
Customer Journey
1. Awareness: The customer learns about Oncay Vietnam through various channels and
becomes interested in cancer prevention and screening.

2. Research: The customer researches cancer prevention and screening methods, including
Oncay Vietnam's services and pricing.

3. Consultation: The customer contacts Oncay Vietnam to request more information and
schedule a consultation with a doctor.

4. Screening: The customer undergoes a cancer screening procedure at Oncay Vietnam's

facility, which may involve various tests and counseling.

5. Diagnosis: If the screening results indicate the presence of cancerous cells or lesions, the
customer is referred to a specialist for further diagnosis and treatment planning.
6. Treatment: The customer receives treatment at Oncay Vietnam's facility or at a partner
hospital in Vietnam or abroad, with ongoing support from Oncay Vietnam's doctors.

7. Follow-up: After completing treatment, the customer receives ongoing follow-up care and
education about cancer prevention and lifestyle changes at Oncay Vietnam's facility.

8. Advocacy: The customer becomes an advocate for cancer prevention and screening by
sharing their experience with others and supporting cancer research and education
initiatives in Vietnam through Oncay Vietnam's events and campaigns.

Business Challenges:
Intellectual Property Protection: The modern German and Japanese water treatment
technology used by Ocany Vietnam provides a significant economic edge, but it is also
vulnerable to intellectual property theft or violation. The corporation must safeguard its
intellectual property rights and defend itself against any infringement accusations.
Environmental Sustainability: Ocany Vietnam, as a good corporate citizen, will need to
address environmental sustainability concerns such as waste reduction, resource
conservation, and limiting the environmental effects of its activities. Investing in green
technology and practices, such as renewable energy sources and sustainable packaging
materials, might be part of this.
Labor costs: Although labor costs in Vietnam are lower than in other nations in the area, they
are still a substantial expense for Ocany Vietnam. To be profitable, the corporation will need
to carefully control labor costs.
Business Marketing Strategy
The marketing strategy of Ocany Vietnam is centered on increasing its online presence and
recruiting more clients through digital marketing channels. Its strategies include creating
high-quality content, improving website user experience, increasing social media
engagement, building high-quality backlinks, implementing a user-centered design
approach, improving website load time, implementing a clear call-to-action (CTA),
responding quickly to customer inquiries and feedback, and utilizing social media
influencers.

DIGITAL MARKETING PLAN:

Digital Marketing Objectives
1. Increase website traffic by 25% within the next 6 months through a combination of
SEO, PPC advertising, and content marketing:
2. Generate 500 new leads per month through a combination of social media marketing,
email marketing, and mobile marketing:
3. Increase online sales by 30% within the next 12 months through a combination of
SEO, PPC advertising, content marketing, social media marketing, email marketing,
and mobile marketing:
Tactics:
1. Enhance the brand’s online reputation and customer trust
 Improve the website’s user experience by redesigning the website, making it
mobile-friendly, and implementing a user-centered design approach
 Increase social media engagement by creating a social media content calendar,
posting regularly, and responding to customer inquiries and feedback promptly.
 Implement a reputation management strategy by monitoring online reviews,
responding to negative reviews, and encouraging positive reviews.
2. Increase online sales
 Implement a comprehensive search engine optimization (SEO) strategy by
conducting keyword research, optimizing the website's content and structure,
and building high-quality backlinks.
 . Improve the website's conversion rate by implementing a user-centered
design approach, improving the website's load time, and implementing a clear
call-to-action (CTA).
  Implement a targeted online advertising campaign by using Facebook Ads,
Google Ads, and LinkedIn Ads to reach the target audience and promote the
product's health benefits. 3. Improve customer engagement
3. Increase customer engagement:
 Implement a content marketing strategy by creating high-quality, informative,
and engaging content, such as blog posts, videos, and infographics.
 Improve the email marketing campaigns by implementing a personalized
email marketing strategy, segmenting the email list, and sending regular
newsletters.
 Implement a social media marketing strategy by creating a social media
content calendar, using social media influencers, and implementing a social
media advertising campaign.

PERFORMANCE MEASUREMENT
Objective 1: Increase the number of cancer screenings by 25% within the next year.
KPI: Number of cancer screenings performed at Oncay Vietnam's facility.
Justification: This KPI is directly related to our goal of boosting cancer screenings, and it
gives a clear and quantitative statistic for tracking our success. We can detect trends,
patterns, and opportunities for improvement in our screening methods and procedures by
tracking the number of cancer screenings conducted at our facility.
Data Collection: This information will be collected using our electronic medical records
system, which automatically measures the number of cancer screenings done at our
institution. We will also monitor our appointment scheduling system to verify that we are
hitting our goal screening volumes and, if necessary, change our staffing and resource
allocation.
Objective 2: Improve patient satisfaction scores by 10% within the next year.
KPI: Patient satisfaction scores, as measured by a standardized survey tool.
Justification: This KPI helps us to evaluate the overall quality of treatment and patient
experience at Oncay Vietnam. We can increase patient happiness and loyalty by measuring
our patient satisfaction numbers over time.
Data Collection: All patients who get cancer screening or treatment at Oncay Vietnam's
facility will receive a standardized patient satisfaction survey. Wait times, contact with
healthcare personnel, quality of service, and general satisfaction with the institution will all be
covered in the poll. The survey data will be analyzed on a regular basis to discover trends,
patterns, and areas for improvement.
Objective 3: Expand our partnership network with local hospitals and clinics to provide
comprehensive cancer care services to more patients in Vietnam.
KPI: Number of new partnerships established with local hospitals and clinics within the next
year.
Justification: This KPI helps us to assess the performance of our partnership growth
initiatives and track our progress toward offering more comprehensive cancer care services
to patients in Vietnam. We can identify areas for improvement in our partnership
development methods and make required modifications to enhance our reach and effect in
Vietnam's healthcare ecosystem by tracking the number of new collaborations created each
year.
Data Collection: Through a dedicated relationship development team at Oncay Vietnam's
facilities, we will measure the amount of new collaborations formed with local hospitals and
clinics. The team will keep a database of possible partners, monitor their performance
indicators, and engage in frequent contact and cooperation activities to foster long-term
connections. We will also track comments from patients who get cancer care services
through these collaborations to ensure that they are happy with the quality of care given by
our partners.

REFERENCES

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marketing-2022
 Vietnam Briefing. (2020, June 5). Vietnam’s digital transformation plan through 2025.
Retrieved April 6, 2023, https://www.vietnam-briefing.com/news/vietnams-digital-
transformation-plan-through-2025.html/
 Statista. (n.d.). Digital advertising in Vietnam - statistics & facts. Retrieved April 6, 2023,
https://www.statista.com/topics/6232/digital-advertising-in-vietnam/
 LearnWorlds. (2020, November 23). How to create a digital marketing plan for online
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 Mordor Intelligence. (2021, March). Online education market in Vietnam - growth, trends,
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